Presentation On

PROJECT REPORT

of

Comparative study OF DABUR PRODUCTS

UNDER THE GUIDANCE OF MR:AZAHAR KHAN

SUBMITTED BY DHANANJAY MBA (2009-2011) ROLL NO:09290500019

Objective of Study
Identify the competitive products and market study at different level To know consumer buying behavior To understand the market segmentation of the product Project helps to understand marketing strategies decision by DABUR INDIA LTD to capture the market To know the market share of the company

About The Topic

SCOPE OF THE STUDY We intend to significantly accelerate profitable growth. To do this, we will: Focus on growing our core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology Provide our consumers with innovative products within easy reach Build a platform to enable Dabur to become a global ayurvedic leader Be a professionally managed employer of choice, attracting, developing and retaining quality personnel Be responsible citizens with a commitment to environmental protection

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem .It may be understood as a science of studying how research is done scientifically. In research methodology we not only discuss the research but also the consider the logic behind the methods.

Pramary Data
Personal individual interview and survey method was opted for this research work, as it is the most flexible method of all.

Secondary Data
Company brochures Catalogs Internet Newspaper

Limitations of study
1. 1. The research process was time consuming and little expensive as well.

2. The sources of data collection were limited.

3. It was difficult to complete a study of this nature and to study all the aspects of the problem within period of two months.

4. The time factor is important.

About Dabur:
Dabur India Limited is one of the leading FMCG company in India. Founded by S.K Burman in 1884, it is India s most recognized herbal specialist company and a trusted name in the field of natural and herbal healthcare worldwide. Building on a legacy of quality and experience for over 100 years, Dabur has powerful brands in diverse categories of health and personal care such as Dabur Chyawanprash, Dabur Amla, Vatika, and Hajmola, Anmol & Real. The company has a wide distribution network, covering 1.5 million retail outlets, with a high penetration in urban and rural areas.

Chairman

Vice-Chairman

Dr. Anand Burman

Mr. Amit Burman

The Uttarakhand facility manufactures a range of healthcare and personal care products like Hajmola, Dabur Amla Hair Oil, Vatika Hair Oil, Chyawanprash, and other Ayurvedic medicines. The plant, spread over 17.5 acres and covering almost 2.5 lakh sq ft area, was set up with an investment of Rs 42 crore started construction on March 14, 2004 and commenced production with the first batch of Dabur Amla rolling out from the plant on July 2, 2004. Other products were subsequently added to the manufacturing range.

Dabur India has ten manufacturing units in India and five manufacturing facilities abroad - Dubai, Egypt, Nigeria, Nepal and Bangladesh

SHAMPOOS
NAME

AVAILABILITY (piece/retailer)
CATEGORY 1 TO 3 4 TO 6 100 70 65 70 MORE THAN 6 130 130 145 140 70 100 90 90

VATIKA HEAD & SHOULDERS PANTENE SUNSILK

160 140 120 100 1 TO 3 80 60 40 20 0 VATIKA H&S PANTENE SUNSILK 4 TO 6 MORE THAN 6 3-D Column 5

Most of the retailers stock 4 to 6 pieces of each brand of shampoos.

TOOTH BRUSHES AVAILIBILITY (piece/retailer) NAME 1 TO 12 BINACA 15 COLGATE PEPSODENT ORAL B AQUAFRESH 50 50 30 30

20 NILL 180 180 120 120

30

MORE THAN 30 NILL 100 70 50 50

NILL NILL NILL 100 100

180 160 140 120 100 80 60 40 20 0

20 30 M. T.30

Mostly retailers prefer to stock 20 to 30 pieces of each of the brands. Very few retailers are there who stock the binaca toothbrushes as compared to the other toothbrushes.

TOOTH POWDER AVAILBILITY (piece/retailer) NAME CATEGORY 1 TO 3 BINACA 4 COLGATE 10

4 TO 6 NILL NILL

10 9 8 7 6 1 TO 3 5 4 3 2 1 0 BINAKA COLGATE 4 TO6

Although there are very less number of retailers stocking the tooth powders but in those who do they prefer to stock the Colgate tooth powder in comparison to Binaca tooth powder.

OILS NAME

AVAILABILITY (piece/retailer) CATEGORY 1 TO 3 120 120 120 4 TO 6 100 90 80 MORE THAN 6

AMLA LIGHT KEO - KARPIN HAIR & CARE

80 90 100

100

80 1 TO 3 60 4 TO 6 MORE-6 40

20

0 AMLA LIGHT KEO KARPIN HAIR& CAIR

Most of the retailers prefer to stock 4 to 6 pieces of each of the brands.

COCONUT OILS AVAILIBILITY (piece/retailer) NAME CATEGORY 1 TO 3 VATIKA PARACHUTE

4 TO 6 140 80

MORE THAN 6 60 160

90 60

140

120

100 1 TO 3 4 TO 6 MORE- 6 60

80

40

20

0 VATIKA PARACHUTE

Most of the retailers prefer to stock less pieces of Vatika hair oil in comparison to the Parachute hair oil.

Findings
In case of Availability and Visibility of Vatika shampoo as compared to Head & Shoulders, Pantene and Sunsilk Vatika have an average position in the market and same is with the Amla light hair oil in comparison to Keokarpin and Hair & Care. In the category of coconut oils we found that normally retailers stock Parachute in large quantities as compared to Vatika Hair Oil. In the case of tooth powders there were very less retailers stocking them as they are in very less demand amongst the people in the respective areas which we covered, in this too Colgate had an upper hand over Binaca. In toothbrushes category, Binaca is not as commonly stocked as compared to Aquafresh, Oral B, Colgate and Pepsodent. In the food section Roohafza is in more demand amongst the consumers as compared to sharbate azam.

CONCLUSION
We surveyed around 60 retailers covering some of the Rudrapur area & Haldwani. Among the 100 retail stores we covered we found that around 97% of the retail stores stock Dabur products, that means that Dabur has a good reputation in the eyes of the consumers. While noting the name of the stockiest we found that mostly there exists only one stockiest for a particular area. Regarding the service provide by the Dabur to its retailers we found that the Dabur personnel mostly visits most of the retailer on weekly basis

RECOMMENDATIONS
Dabur should adopt an extensive push marketing strategy for all it's products and extensive advertising for products namely Vatika Hair oil, Amla Light and Binaca toothpowder and Binaca Toothbrush. Dabur should ask their distributors for providing higher margins to the Retailers so they can be asked to push Dabur products. Company should be motivated channel of distribution more &more. Company should be focus on advertisement activity more & more. Company are also use popular advertising model so that the sale of the company increase more