sdeclaration

I hereby declare that this project report entitled ““Distribution Channel

Relationship-A Study Of Sales Promotion Tools In Dabur Foods (CRM)” is

written and submitted by me under the kind guidance of Faculty Guide, ,

and Industry Guide, Mr. R. K. Sharma .

The findings and interpretations in the report are based on both primary and

secondary data collection. This project is not copied from any source or other

project submitted for similar purpose.

1

ACKNOWLEDGEMENT

This project is a team project, while my name is on the cover page of this project, literally many of the people have contributed to this research report. Every work requires commitment, but this commitment goes in vein when there is no guidance.

I am short of words in expressing my sincere thanks to respected Mr. R.K. Sharma (Manager Admin.) for his encouragement and support for the fulfillment of my project.

Last but not the least I also acknowledge with thanks for his valuable suggestions and I am also indebted to the faculty of for making me worth this work.

2

Preface

This project had been undertaken for “Distribution Channel Relationship - A

Study of Sales Promotion Tools in DAbur Foods".

Dabur India Limited is the fourth largest FMCG Company in India with interests in

Health care, Personal care and Food products. Building on a legacy of quality and

experience for over 100 years, today Dabur has a turnover of Rs.2233.72 crore

with powerful brands like Dabur Amla, Dabur Chyawanprash, Vatika, 

Hajmola & Real.

In order to gather the most appropriate and accurate data survey was conducted in

various location and markets in Delhi. The data was assimilated with the help of a

questionnaire aimed and designed to extract the most correct and conclusive

information.

The consumers were requested to fill the questionnaire and were also asked various

other relevant questions revealing detailed information apart from that in the

questionnaire.

The survey was conducted successfully and its findings have been studied,

analyzed and have led to a conclusion, included in the report, which could prove to

be fruitful for the project.

TABLE OF CONTENTS

3

1. Executive Summary

2. Introduction

Corporate Objectives Corporate Philosophy Over The Years

3. Social Issues Joint VenturesSubsidiariesTowards Green TomorrowProtection For And From Nature

4. Board Of Directors

5. Dabur Research Foundation

5.1 The People5.2 Scientific Network and Affiliations5.3Milestones5.4Research Areas

5.4.1 Ayurvedic Research5.4.2 Phytopharmaceuticals5.4.3 Agronomy5.4.4 Analytical Research5.4.5 Food Research

6. Timeline

7. Products

Division and Products

4

Healthcare ProductsAyurvedic Healthcare ProductsDigestivesChildcare ProductsFamilycare ProductsOralcare ProductsAyurvedic SpecialitiesPharmaceuticalsFoods

8. Research Methodology

Sample DesignResearch ApproachResearch InstrumentsContact MethodData InterpretationLimitations

9. Schedule

10.Analysis and Interpretation

11. Conclusion.

12. Bibliography

EXECUTIVE SUMMARY

Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. Our story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders. The results of our policies and initiatives speak for themselves.

5

 

Leading consumer goods company in India with a turnover of Rs.2233.72 Crore (FY07)

2 major strategic business units (SBU) - Consumer Care Division (CCD) andConsumer Health Division (CHD)

3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur International and 3 step down subsidiaries of Dabur International - Asian Consumer Care in Bangladesh, African Consumer Care in Nigeria and Dabur Egypt.

13 ultra-modern manufacturing units spread around the globe

Products marketed in over 50 countries

Wide and deep market penetration with 47 C&F agents, more than 5000 distributors and over 1.5 million retail outlets all over India 

CCD, dealing with FMCG Products relating to Personal Care and Health Care

Leading brands -

Dabur - The Health Care Brand

Vatika-Personal Care Brand

Anmol- Value for Money Brand

Hajmola- Tasty Digestive Brand

and Dabur Amla, Chyawanprash and Lal Dant Manjan with Rs.100 crore turnover each

Vatika Hair Oil & Shampoo the high growth brand

Strategic positioning of Honey as food product, leading to

6

market leadership (over 40%) in branded honey market 

Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share.

Leader in herbal digestives with 90% market share

Hajmola tablets in command with 75% market share of digestive tablets category

Dabur Lal Tail tops baby massage oil market with 35% of total shareCHD (Consumer Health Division), dealing with classical Ayurvedic medicines 

Has more than 250 products sold through prescriptions as well as over the counter

Major categories in traditional formulations include:- Asav Arishtas- Ras Rasayanas- Churnas- Medicated Oils

Proprietary Ayurvedic medicines developed by Dabur include:- Nature Care Isabgol- Madhuvaani- Trifgol

Division also works for promotion of Ayurveda through organised community of traditional practitioners and developing fresh batches of students 

7

INTRODUCTION

,

Dabur India Limited is one of the leading consumer goods company of India with

interests in healthcare, personal care and foods. For more than a century Dabur has

worked in active collaboration with nature to provide the best of herbal health and

personal care products to its consumers. Today, Dabur is all set to take this

abundant knowledge of Ayurveda to global frontiers.

Dabur India Limited is the fourth largest FMCG Company in India with interests in

Health care, Personal care and Food products. Building on a legacy of quality and

experience for over 100 years, today Dabur has a turnover of Rs.2233.72 crore

with powerful brands like Dabur Amla, Dabur Chyawanprash Vatika ,  Hajmola &

Real.

CORPORATE PHILOSOPHY:

Knowledge is the key to growth in today's world. Whatever the industry, it is the

knowledge, which provides cutting edge to individual and organizations. For more

than a century nature has been a rich source of knowledge for Dabur. Nature has

not only given us the ingredients for all our products but has also taught us how to

create a harmony within and without the organization. Nature has inspired us in all

our acts. Ayurveda - the science of life is based on principles of nature. All

Ayurvedic preparations have their ingredients derived from Nature. Dabur has

converted the healing properties of natural ingredients and the age-old knowledge

8

of Ayurveda into contemporary healthcare products to alleviate health problems of

its consumers.

Dabur is committed to expand the reach of this age-old knowledge of Ayurveda

and Nature through web. Through web, they aim to overcome the physical

boundaries to take Ayurvedic way of life to global frontiers.

Dabur India Limited understands its responsibility as a corporate house. We have

not only set our sight on increasing turnover and profitability of the company but

also on

propagating Ayurveda - the Indian system of medicine.

9

 

OBJECTIVE

Vision

10

"Dedicated to the Health and Well Being of Every Household."

Dabur is a company with a set of established business values, which

direct its functioning as well as all its operations. In this, Dabur is guided

by the words of its founder Dr. S K Burman "What is that life worth that

cannot give comfort to others." The company offers its consumers,

products to suit their needs and give them good value for money. The

company is committed to follow the ethical practices in doing business.

At Dabur, Nature acts as not only the source of raw material but also an

inspiration and the company is committed to protect the ecological

balance.

11

Mission

"To be the leader in the Natural Foods & Beverages Industry."

Strive to deliver this by: Consistently delighting the

consumer through quality products

  Being the company of choice

for our business partners

  Delivering higher returns to stakeholders.

12

sCOPE OF 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

Be the preferred company to meet the health and personal grooming needs

of our target consumers with safe, efficacious, natural solutions by

synthesizing our deep knowledge of ayurveda and herbs with modern

science

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

Provide superior returns, relative to our peer group, to our shareholders

13

Dabur Groups

With a basket including personal care, health care and food products, Dabur India

Limited has set up subsidiary Group Companies across the world that can manage

its businesses more efficiently. Given the vast range of products, sourcing,

production and marketing have been divested to five leading group companies that

conduct their operations independently:

Dabur Inda is the fourth largest FMCG company in Inda and the largest Indian Personal Care and Health Care Company. Dabur India has reported a consolidated turnover of Rs 2233.72 crore in 2006-07.

14

At a glance

OVER THE YEARS:

The story of Dabur goes back to 1884, to a young doctor armed with a degree in

medicine and a burning desire to serve mankind. This young man, Dr. S. K.

Burman, laid the foundations of what is today known as Dabur India Limited.

From those humble beginnings, the company has grown into India's leading

manufacturer of consumer healthcare, personal care and food products. This

phenomenal progress has seen many milestones, some of which are mentioned

below:

1884

 

Birth of Dabur

1896 Setting up a manufacturing plant

Early

1900sAyurvedic medicines

1919 Establishment of research laboratories

1920 Expands further

1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.

1972 Shift to Delhi

1979 Sahibabad factory / Dabur Research Foundation

15

1986 Public Limited Company

1992 Joint venture with Agrolimen of Spain

1993 Cancer treatment

1994 Public issues

1995 Joint Ventures

1996 3 separate divisions

1997 Foods Division / Project STARS

1998 Professionals to manage the Company

2000 Turnover of Rs.1,000 crores

2003 Dabur demerges Pharma Business

2005 Dabur aquires Balsara

2005 Dabur announces Bonus after 12 years

2006 Dabur crosses $2 Bin market Cap, adopts US GAAP

2006 Approves FCCB/GDR/ADR up to $200 million

2007 Celebrating 10 years of Real

2007 Foray into organised retail

2007 Dabur Foods Merged With Dabur India

1884 -

16

Dr. S K Burman lays the foundation of what is today known as Dabur India

Limited. Starting from a small shop in Calcutta, he began a direct mailing system

to send his medicines to even the smallest of villages in Bengal. The brand name

Dabur is derived from the words 'Da' for Daktar or doctor and 'bur' from Burman.

1896 -As the demand for Dabur products grows, Dr. Burman feels the need for

mass production of some of his medicines. He sets up a small manufacturing plant

at Garhia near Calcutta.

1900s -

The next generation of Burmans take a conscious decision to enter the Ayurvedic

medicines market, as they believe that it is only through Ayurveda that the

healthcare needs of poor Indians can be met.

1919 -

The search for processes to suit mass production of Ayurvedic medicines without

compromising on basic Ayurvedic principles leads to the setting up of the first

Research & Development laboratory at Dabur. This initiates a painstaking study of

Ayurvedic medicines as mentioned in age-old scriptures, their manufacturing

processes and how to utilize modern equipment to manufacture these medicines

without reducing the efficacy of these drugs.

1920s -

A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and

Daburgram. Dabur expands its distribution network to Bihar and the north-east.

17

1936 -

Dabur India (Dr. S K Burman) Pvt. Ltd. is incorporated.

1940 -

Dabur diversifies into personal care products with the launch of its Dabur Amla

Hair Oil. This perfumed heavy hair oil catches the imagination of the common man

and film stars alike and becomes the largest hair oil brand in India.

1949 -

Dabur Chyawanprash is launched in a tin pack and becomes the first branded

Chyawanprash of India.

1956 -

Dabur buys its first computer. Accounts and stock keeping are one of first

operations to be computerized.

1970 -

Dabur expands its personal care portfolio by adding oral care products. Dabur Lal

Dant Manjan is launched and captures the Indian rural market.

1972 -

18

Dabur shifts base to Delhi from Calcutta. Starts production from a hired

manufacturing facility at Faridabad.

1978 -

Dabur launches the Hajmola tablet. This is the first time that a classical Ayurvedic

medicine is branded - from Shudhabardhak bati to Hajmola tablet.

1979 -

The Dabur Research Foundation (DRF), an independent company, is set up to

spearhead Dabur's multi-faceted research.

1979-

Commercial production starts at Sahibabad. This is one of the largest and most

modern production facilities for Ayurvedic medicines in India at this time.

1984 -

The Dabur brand turns 100 but is young enough to experiment with new offerings

in the market.

1986 -

Dabur becomes a public limited company through reverse merger with Vidogum

Limited, and is re-christened Dabur India Limited.

1989 -

19

Hajmola Candy is launched and captures the imagination of children and

establishes a large market share.

1992 -

Dabur enters into a joint venture with Agrolimen of Spain for manufacturing and

marketing confectionery items such as bubble gums in India.

1993 -

Dabur sets up the oncology formulation plant at Baddi, Himachal Pradesh.

1994 -

Dabur India Limited comes out with its first public issue. The Rs.10 share is issued

at a premium of Rs.85 per share. The issue is oversubscribed 21 times.

1994 -

Dabur reorganizes its business with sales and marketing operations being divided

into 3 separate divisions.

1994 -

Dabur enters the oncology (anti-cancer) market with the launch of Intaxel

(Paclitaxel). Dabur becomes only the second company in the world to launch this

product. The Dabur Research Foundation develops the unique eco-friendly process

of extracting the drug from the leaves of the Asian Yew tree.

1995 -

20

Dabur enters into a joint venture with Osem of Israel for food and Bongrain of

France for cheese and other dairy products.

1996 -

Dabur launches Real Fruit Juice which heralds the company's entry into the

processed foods market.

1997 -

The Foods division is created, comprising of Real Fruit Juice and Hommade

cooking pastes to form the core of this division's product portfolio.

Project STARS (Strive To Achieve Record Successes) is initiated by the company

to achieve accelerated growth in the coming years. The scope of this project is

strategic, structural and operational changes to enable efficiencies and improve

growth rates.

21

1998 -

The Burman family hands over the reins of the company to professionals. Mr. Ninu

Khanna joins Dabur as the Chief Executive Officer.

1999-2000 - Dabur achieves the Rs.1000 crore turnover mark.

22

Milestones to success

Dabur India Ltd. made its beginnings with a small pharmacy, but has continued

to learn and grow to a commanding status in the industry. The Company has

gone a long way in popularising and making easily available a whole range of

products based on the traditional science of Ayurveda. And it has set very high

standards in developing products and processes that meet stringent quality

norms. As it grows even further, Dabur will continue to mark up on major

milestones along the way, setting the road for others to follow.

1884 - Established by Dr. S K Burman at Kolkata

1896 - First production unit established at Garhia

1919 - First R&D unit established

Early 1900s - Production of Ayurvedic medicines

Dabur identifies nature-based Ayurvedic medicines as its area of specialisation.

It is the first Company to provide health care through scientifically tested and

automated production of formulations based on our traditional science.

1930 - Automation and upgradation of Ayurvedic products manufacturing

initiated

1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated

1940 - Personal care through Ayurveda

Dabur introduces Indian consumers to personal care through Ayurveda, with

the launch of Dabur Amla Hair Oil. So popular is the product that it becomes

the largest selling hair oil brand in India.

1949 - Launched Dabur Chyawanprash in tin pack

23

Widening the popularity and usage of traditional Ayurvedic products continues.

The ancient restorative Chyawanprash is launched in packaged form, and

becomes the first branded Chyawanprash in India.

1957 - Computerisation of operations initiated

1970 - Entered Oral Care & Digestives segment

Addressing rural markets where homemade oral care is more popular than

multinational brands, Dabur introduces Lal Dant Manjan. With this a

conveniently packaged herbal toothpowder is made available at affordable costs

to the masses.

1972 - Shifts base to Delhi from Calcutta

1978 - Launches Hajmola tablet

Dabur continues to make innovative products based on traditional formulations

that can provide holistic care in our daily life. An Ayurvedic medicine used as a

digestive aid is branded and launched as the popular Hajmola tablet.

1979 - Dabur Research Foundation set up

1979 - Commercial production starts at Sahibabad, the most modern herbal

medicines plant at that time

1984 - Dabur completes 100 years

1988 - Launches pharmaceutical medicines

1989 - Care with fun

The Ayurvedic digestive formulation is converted into a children's fun product

with the launch of Hajmola Candy. In an innovative move, a curative product is

converted to a confectionary item for wider usage.

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1994 - Comes out with first public issue

1994 - Enters oncology segment

1994 - Leadership in health care

Dabur establishes its leadership in health care as one of only two companies

worldwide to launch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research

Foundation develops an eco-friendly process to extract the drug from its plant

source

1996 - Enters foods business with the launch of Real Fruit Juice

1996 - Real blitzkrieg

Dabur captures the imagination of young Indian consumers with the launch of

Real Fruit Juices - a new concept in the Indian foods market. The first local

brand of 100% pure natural fruit juices made to international standards, Real

becomes the fastest growing and largest selling brand in the country.

1998 - Burman family hands over management of the company to

professionals

2000 - The 1,000 crore mark

Dabur establishes its market leadership status by staging a turnover of Rs.1,000

crores. Across a span of over a 100 years, Dabur has grown from a small

beginning based on traditional health care. To a commanding position amongst

an august league of large corporate businesses.

2001 - Super specialty drugs

With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company

gains entry into the highly specialised area of cancer therapy. The state-of-the-

25

art plant and laboratory in the UK have approval from the MCA of UK. They

follow FDA guidelines for production of drugs specifically for European and

American markets.

2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4

crore

2003 - Dabur demerges Pharmaceuticals business

Dabur India approved the demerger of its pharmaceuticals business from the

FMCG business into a separate company as part of plans to provider greater

focus to both the businesses. With this, Dabur India now largely comprises of

the FMCG business that include personal care products, healthcare products

and Ayurvedic Specialities, while the Pharmaceuticals business would include

Allopathic, Oncology formulations and Bulk Drugs. Dabur Oncology Plc, a

subsidiary of Dabur India, would also be part of the Pharmaceutical business.

Maintaining global standards

As a reflection of its constant efforts at achieving superior quality standards,

Dabur became the first Ayurvedic products company to get ISO 9002

certification.

Science for nature

Reinforcing its commitment to nature and its conservation, Dabur Nepal, a

subsidiary of Dabur India, has set up fully automated greenhouses in Nepal.

This scientific landmark helps to produce saplings of rare medicinal plants that

are under threat of extinction due to ecological degradation. 

26

2005 - Dabur aquires Balsara

As part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene

and Home products businesses, a leading provider of Oral Care and Household

Care products in the Indian market, in a Rs 143-crore all-cash deal.

2005 - Dabur announces bonus after 12 years

Dabur India announced issue of 1:1 Bonus share to the shareholders of the

company, i.e. one share for every one share held. The Board also proposed an

increase in the authorized share capital of the company from existing Rs 50

crore to Rs 125 crore.

2006 - Dabur crosses $2 bin market cap, adopts US GAAP.

Dabur India crosses the $2-billion mark in market capitalisation. The company

also adopted US GAAP in line with its commitment to follow global best

practices and adopt highest standards of transparency and governance.

2006 - Approves FCCB/GDR/ADR up to $200 million

Moving forward on the inorganic growth path, Dabur India decides to raise up

to $200 million from the international market through Bonds, FCCBs, GDR,

ADR, QIPs or any other securities.The capital raised will be used to fund

Dabur's aggressive growth ambitions and acquisition plans in India and abroad.

2007 - Celebrating 10 years of Real

Dabur Foods unveiled the new packaging and design for Real at the completion

of 10 years of the brand. The new refined modern look depicts the natural

27

goodness of the juice from freshly plucked fruits.

2007 - Foray into organised retail

Dabur India announced its foray into the organised retail business through a

wholly-owned subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by

2010 to establish its presence in the retail market in India with a chain of stores

on the Health & Beauty format.

2007 - Dabur Foods Merged With Dabur India

Dabur India decides to merge its wholly-owned subsidiary Dabur Foods

Limited with itself to extract synergies and unlock operational efficiencies. The

integration will also help Dabur sharpen focus on the high growth business of

foods and beverages, and enter newer product categories in this space.

28

Technology used in DAbur

In Dabur India Limited knowledge and technology are key resources which have

helped the Company achieve higher levels of excellence and efficiency.

Towards this overall goal of technology-driven performance, Dabur is utilizing

Information Technology in a big way. This will help in integrating a vast

distribution system spread all over India and across the world. It will also cut

down costs and increase profitability.

Our major IT Initiatives

Migration from Baan and Mfg ERP Systems to centralized SAP ERP

system from 1st April 2006 for all business units.

Implementation of a country wide new WAN Infrastructure for running

centralized ERP system.

Setting up of new Data Centre at KCO Head Office.

Extension of Reach System to distributors for capturing Secondary Sales

Data.

Roll out of IT services to new plants and CFAs.

Future Challenges

Forward Integration of SAP with Distributors and Stockists.

Backward Integration of SAP with Suppliers.

Implementation of new POS system at Stockist point and integration with

29

SAP-ERP.

Implementation of SAP HR and payroll.

SAP Roll-out to DNPL and other new businesses.

30

Environmental Prospects

"What is that life worth which cannot bring comfort to others", these words of Dr.

S K Burman have inspired generations of Dabur. Keeping these golden words in

mind, Sundesh or the Sustainable Development Society was set up to carry out

welfare activities aimed at improving the quality of life of the rural people in its

area of operation. This society is given complete financial and managerial support

by Dabur India Limited.

Sundesh is engaged in providing health services, non-formal education and training

in income generating activities. The society has a dedicated team consisting of a

doctor, a community organiser, a lady social worker, instructors for income

generating activities, traditional birth attendants and village level workers. Sundesh

organises regular OPDs and health camps in the villages.

In addition to the mobile OPDs, other health services rendered include training of

traditional birth attendants, immunisation programmes for children, maintenance of

family health records, ante-natal check ups, pulse polio programmes and health

awareness meetings for women on topics such as family planning, ante-natal care,

post-natal care, the importance of vaccinations, baby care and AIDS prevention.

jvs & subsidiaries:

Dabur India has entered into joint ventures with well established international

firms as well as created subsidiary units that further highlight its business

philosophy of providing the best products to its customers.

31

JOINT VENTURES

Dabon International Limited - Dabur has also collaborated with Bongrain of

France for the manufacture and marketing of specialty cheese and other dairy

products. This joint venture company has already made its presence felt in the

Indian cheese market through the launch of processed cheese under the brand name

LeBon, and a specialty cheese under the brand name Delicieux.

SUBSIDIARIES

Dabur has six subsidiary units, which come under the umbrella of the Dabur India

organization. These are:

Dabur Foods Limited -

Dabur Foods Limited, a 100% subsidiary of Dabur India Limited, is spearheading

Dabur's foray into food processing industry. The company, set up in April 1999, is

marketing a range of fruit juices under the brand name Real, Homemade Cooking

Paste and Sauces and Lemoneez lemon juice. Dabur was the first company in India

to introduce fruit juices in packaged form without any artificial additive. Real is

today the market leader in this category with more than 50% market share.

Homemade cooking paste is the only national brand in this category. Lemoneez is

32

the only product in its category available in unique drop and trickle pack and

uniquely shaped tabletop pack.

Dabur Nepal Private Limited -

Dabur Nepal was the first manufacturing base overseas for Dabur group. The

company is today the leading exporter of Nepal and the third largest and most

modern manufacturing base for Dabur. Dabur Nepal is today involved in

promoting cultivation of herbs and apiculture activities in Nepal. The company has

set up state of the art greenhouse at Banepa for developing saplings for 20

medicinal plants. Dabur Nepal has also set up an Apiculture centre for promoting

bee-keeping activity in Nepal and developing queen bees and bee colonies for

exports.

Dabur Egypt Limited -

Dabur Egypt is groups gateway to Africa. This manufacturing base set up a couple

of years back to cater to the demands of Middle East and African market is

producing Hair Care, Skin Care Products and Foods.

33

Dabur Oncology Plc. -

Set up recently in UK, this subsidiary of Dabur India Limited will be

manufacturing anti-cancer formulations for European market. The company is in

the process of setting up manufacturing base near London and is expected to start

operation from year 2001.

34

Dabur Overseas Limited

TOWARDS GREEN TOMMOROW

One of the thrust areas of foundation is conservation and cultivations of medicinal

plants. DRF has developed cultivation packages for a number of herbs especially

of endangered ones. A 15,000sq. ft. greenhouse built in Nepal is now functional

and provides millions of saplings of various medicinal herbs.

Dabur Research Foundation has to its credit development of a unique technique of

isolation of paclitaxel from leaves instead of bark of Himalayan Yew. This not

only saved the tree but also improved the growth as pruning of leaves gave a

positive impact on growth of the plant.

DRF conducts training for harvesting and post harvesting processing of herbs to

ensure the sustainable usage of this natural resource. The Foundation promotes

cultivation and organizes planting materials for selected herbs to farmers. It

imparts training to farmers for cultivation of these medicinal plants, their drying

and proper packaging in roadworthy condition. The foundation also organizes

complete buy back arrangement for these select herbs. This effort has not only

ensured development of a sustainable source of rare herbs but also has provided an

alternative source of income to the farmers.

35

Dabur Research Foundation has improved the extraction procedures of herbs in a

fashion so that to increase the productivity of extracts/isolates and hence reduce

pressure on natural habitats.

DRF has developed tissue culture protocols for a number of herbs specially those

of alpine habitat and those diminishing in the nature.

PROTECTION FOR NATURE AND PROTECTION FROM NATURE

For well over a century, Dabur has worked hand in hand with nature. Drawing its

strength and inspiration from nature's vast resources, Dabur has used herbs and

minerals found in natural form as the ingredient for its products. As a company,

Dabur understands its responsibility to contribute towards maintaining the

ecological balance, and realises the need to replenish what it takes from nature.

The direct result of this realisation has been 'Project Plant for Life', under which

the company has set up tissue culture laboratories, a state-of-the-art greenhouse

and contract cultivation with complete buy back facilities. This project not only

ensures sustainable source of medicinal plants, but also improves the standard of

living of the participating villagers. Since time immemorial, Dabur has received

lots from nature, and it takes pride in

36

DABUR RESEARCH FOUNDATION

Dabur Research Foundation (DRF), incorporated in 1979, is a premier research

organization recognized by Department of Scientific and Industrial Research,

Government of India. Situated at Sahibabad, DRF is today a known name for its

pathbreaking research in the field of healthcare and personal care.

The Foundation is at the forefront of oncology research, and is in the process of

developing many new molecules to fight this dreaded disease. In fact, DRF was the

first organization in the world to develop a process for extraction of paclitaxel, a

drug for cancer, without harming the source tree. The process is now followed

worldwide.

THE PEOPLE:

Herbal health care is an area where Dabur Research Foundation has made immense

contribution by doing research and development work using modern

pharmaceutical protocols. The foundation has been doing clinical trials on

traditional herbal drugs to validate the claims made in.

37

For a research organization like Dabur Research Foundation, people are its biggest

asset. At DRF, more than 125 scientists are engaged full time in interdisciplinary

R&D of health and personal care products. The foundation has on its board

independent advisors and consultants for guiding the team in their specific areas.

The team of scientists is culled from various disciplines and includes Ayurvedic

doctors, Chemists and phytochemists, botanists, agronomists, clinical

pharmacologists, microbiologists, food technologists, bio-technologists, oil

technologists, oncologists etc.

Scientists at many research institutions, universities and hospitals supplement the

effort of this team of scientists with whom Dabur has networked for research in the

areas of new molecules and drug delivery system.

Dabur Research Foundation is possibly the only of its kind in the country carrying

out research in diverse fields. Today, the scientists at DRF are pursuing research in

more than 10 disciplines.

SCIENTIFIC NETWORK & AFFILIATIONS:

Dabur Research Foundation has over the years built associations with various

agencies, organizations, Hospitals, Universities Colleges, Public Laboratories etc.

38

engaged in the Research & Development activities. This network has helped the

foundation in research in the areas of clinical research, reverse pharmacology of

Ayurvedics/Herbals and novel molecules & new drugs delivery system.

DRF is also affiliated with various professional bodies, organizations, Institutions

in the country and abroad. Some of the organizations with which DRF has

affiliations are-

DSIR, Government of India

Expert Committee on Herbal Medicines

Bureau of Indian Standards

Expert Committee of United States Pharmacopoeia

DRF conducts training for harvesting and post harvesting processing of herbs to

ensure the sustainable usage of this natural resource. The Foundation promotes

cultivation and organizes planting materials for selected herbs to farmers. It

imparts training to farmers for cultivation of these medicinal plants, their drying

and proper packaging in roadworthy condition. The foundation also organizes

complete buy back arrangement for these select herbs. This effort has not only

39

ensured development of a sustainable source of rare herbs but also has provided an

alternative source of income to the farmers.

Dabur Research Foundation has improved the extraction procedures of herbs in a

fashion so that to increase the productivity of extracts/isolates and hence reduce

pressure on natural habitats.

DRF has developed tissue culture protocols for a number of herbs specially those

of alpine habitat and those diminishing in the nature.

Drug technical Advisory Board, MOH&FW, Government of India

DRF gave new dimension to Chyawanprash after investigating the goodness of

Chyawanprash in building general immunity. The foundation conducted more than

12 clinical trials on Chyawanprash to validate its immunomodulation properties.

This research helped Dabur Chyawanprash to reposition it as herbal

immunomodulator that builds you up from deep within.

Dabur Research Foundation developed a value-added coconut based hair oil that

experimentally proved to be better than coconut oil alone. Today, that product,

40

christened Vatika Hair Oil, has created a niche for itself with others trying to

emulate it. Vatika shampoo normal and anti-dandruff are well set to follow in the

footsteps of Vatika Hair Oil.

DRF is the first organization in the world to isolate the anticancer drug, Paclitaxel,

from the leaves of Himalayan Yew Tree using a unique eco-friendly process

without causing any harm to the tree. The Foundation is only the second

organization in world to evolve the technology for isolation of Paclitaxel.

The research done by DRF facilitated availability of far cheaper anticancer

medicine for the patients in India and many other countries of the world.

DRF has developed Standardisation Protocols for number of Ayurvedic herbs in

order to ensure the quality of raw herbs as well as finished products manufactured

out of it. This facilitated testing of each lot of raw materials with sophisticated

analytical tools before they are used for manufacturing.

DRF has till date conducted more than 200 studies to validate the claims

recommended by Ayurvedic Granthas. This includes 49 Pharmacological Studies,

135 Clinical Trials and 10 Toxicological Studies. At DRF, blending the modern

findings with traditional concepts is a routine.

41

FOOD RESEARCH

Fruit juices development

Nutritional products development

Consumer friendly ethnic foods and spices

Clinical Research:

Toxicology studies

Animal studies for new and existing products/molecules

Clinical trials of pharmaceuticals, anticancer drugs, new molecules

Reverse Pharmacology

Clinical trials of Ayurvedics/Herbals

Post Marketing Surveillance

42

TIMELINE

1979 - Incorporated as independent research organization

1986 - Starts experimental and clinical studies on Ayurvedics/herbals

1988 - Develops Hajmola Candy - a candy variant of Hajmola tablets having the

taste and digestive properties of tablets in sugar base

1990 - Modern analytical lab equipped with HPLC, HPTLC, GLC etc. set up

1991 - Sets up oncology screening lab

1993 - Re-launches Chyawanprash as an immunity builder after clinically proving

it

1994 - Develops eco-friendly method for extraction of paclitaxel from the leaves of

Asian Yew Tree

1995 - Develops Vatika Hair Oil that creates a new product category

43

PRODUCTS

A vast array of products touching the lives of almost every individual, from an

infant to a grand old man, from poor to rich; that's how the Dabur's range of health

personal care and food products could be best explained. Today Dabur trust has

travelled beyond the boundaries of India and are available in more than 50

countries worldwide. These value for money products have made Dabur a

household name.

DIVISIONS AND PRODUCTS

A vast array of products touching the lives of almost every individual, from an

infant to a grand old man, from poor to rich; that's how the Dabur's range of health

personal care and food products could be best explained. Today Dabur trust has

travelled beyond the boundaries of India and are available in more than 50

countries worldwide. These value for money products have made Dabur a

household name.

44

HEALTHCARE PRODUCTS

Healthcare is one of the biggest and oldest divisions of Dabur with a wide range of OTC healthcare products. It comprises of:

Dabur Health Care Product Range

Dabur Chyawanprash-

Dabur Chyawanshakti-

Glucose D-

Dabur Lal tail-Dabur Janma

Ghunti-

Hajmola -Hajmola Candy -

Pudin Hara -  (Liquid and

Pearls)  Pudin Hara G  -Dabur Hingoli -

Shilajit Gold -

45

Nature Care -

Sat Isabgol -

Dabur's Health Care range brings for you a wide selection of herbal products, to

provide complete care for varying individual needs. We derive our products from

the time-tested heritage of Ayurveda, backed by the most modern scientific test

and trials. That ensure unfailing quality and safety in anything.

Dabur International Product Range

   

46

Characterization

         

 

Dabur Ranked Among India’s Most Trusted Brands Of 2007 By Economic Times-Brand Equity

Dabur Moves Up 20 Places In “India’s 100 Most

Valuable Brands” List Prepared By 4Ps. Dabur

Listed As 45th Most Valuable Brand, Ahead Of Global & Domestic Biggies Like Sony, Ford, Yahoo!, TCS, Sunsilk, Lakme &

Ponds

Dabur India Chief Executive Officer Mr Sunil Duggal Ranked Amongst The 50 Best Non-Owner Corporate Leaders In India Inc,

by 4Ps

 

         

 

Dabur Amongst Top Three Dabur Real Bags Gold Dabur Figures In Top  

47

Most Respected FMCG Companies

In Reader's Digest Trusted Brand Awards

Great Place To Work 2006 List

 

Dabur Amongst India's Most

Valuable Companies

Dabur India CEO Amongst 100

Most Influential People Of 2007

Dabur Placed Fourth In FMCG Category In Annual ET - 500

Listing

 

   

Annual Listing Of India Inc's Most Powerful CEOs

Dabur Figures Amongst Top 3 Newsmakers In FMCG Sector

 

.

48

Brand Management Strategies

The caselet provides an overview of brand management strategy adopted by Dabur

for its personal care brand Dabur Vatika. The caselet follows the meticulous brand

building initiatives taken by the company, from the launch of Dabur Vatika in

1995 to it becoming a Rs 1 bn brand by 2003. The caselet also examines the

objectives and elements that were involved in Vatika’s brand building exercise.

Marketing strategies

 » Brand management strategies

  » Product differentiation

  » Packaging as a marketing communication tool

  » Importance of choosing the right celebrity and its influence on the brand equity

  » Brand extensions and communication strategy

Until the early 1990s, Dabur, the 100-year old ayurvedic products manufacturer,

was looked upon as a rather staid company that marketed herbal and ayurvedic

products.

Dabur Vatika in 1995 brought about a sea change in that perception. Within six

years of its launch, Vatika had become the market leader in the value-added hair

oils segment. Its success pushed Dabur into the league of top FMCG product

companies in India. Dabur Vatika’s success can be attributed to the company’s

differentiated product offering and meticulous brand building initiatives. The

company concentrated on differentiating the brand in all aspects, right from

49

positioning to packaging. At the time of its launch, Dabur positioned Vatika as

value-added hair oil that contained pure coconut oil enriched with natural

ingredients such as henna, amla (gooseberry), and lemon. Till then, the hair oil

market had been dominated by plain coconut oil brands with Marico’s flagship

brand, Parachute, being the market leader.

1. Dabur Vatika, one of the youngest brands in the country (launched in 1995),

has become a leading brand in the natural personal care product segment.

What were the factors that enabled Vatika to become a flagship brand of

Dabur in such a short span of time?

2. Marketing communications play an important role in building brands. Discuss

the role played by marketing communications in making Dabur Vatika a

successful brand.

Chyawanprash

The leader in the chyawanprash market in India, Dabur Chyawanprash is one of

the most well known Ayurvedic product in India and abroad. An effective herbal

immunomodulator, Dabur Chyawanprash has the essential goodness of amla and

over 50 other herbs. Dabur has conducted several clinical trials on this product

which confirm its efficacy as a unique product that strengthens the body from

within.

50

Digestives

Hajmola Tablets

Hajmola Tablets are the first classical Ayurvedic product to be

branded and positioned as fun-filled product with medicinal properties. It finds

mention in Ayurvedic scriptures as Kshudhavardhak Bati, and was branded as

Hajmola, a name derived from Hajma which means digestion in Urdu. It is

available in regular and tamarind flavour.

HajmolaCandy

To cash in on the brand equity enjoyed by Hajmola, Dabur launched

Hajmola Candy in 1989. Since then, the company has added Mango and tamarind

flavours besides the regular one.

51

PudinHara

One of the oldest products in Dabur portfolio, Pudin Hara is available

in liquid as well as capsule form. It has a special combination of mint oils and

cures gastric problems without any side effects.

Hingoli

Asafoetida or Hing is mentioned in Ayurveda as an effective aid in

digestion, and is used a lot in Indian cooking. Dabur's Hingoli has all the goodness

of asafoetida and other herbs.

52

Childcare Products

DaburLalTail

The largest baby massage oil in India, it has the goodness of herbs

which helps in strengthening the bones of infants.

DaburJanmaGhutti

This Ayurvedic preparation helps in strengthening the digestive system of new

borns.

53

FAMILYCARE PRODUCTS

The largest division in terms of sales, the Family Products Division of Dabur has in

its portfolio hair care and skin care products, oral care and select foods like honey.

Hair & Skin Care

Dabur is the leader in hair care products in India, and has covered almost all the

categories of hair oils.

Dabur Amla Hair Oil -

As a brand has made its mark beyond India and is a leading hair

oil brand in middle East and Africa. A perfumed heavy hair oil, it is Dabur's largest

brand.

Dabur Special Hair Oil -

It is a light hair oil that combines the natural hair care properties of lemon and

hibiscus.

54

Dabur Vatika -

The fastest growing hair oil brand of India, Vatika has single

handedly created an altogether new category of herbal enriched natural oils. The

Vatika range also includes a herbal shampoo which has made its mark in the very

first year of its launch in the competitive shampoo market of India.

Gulabari –

Rose water derived from best of Indian roses makes the skin supple

and glowing.

55

ORAL CARE

Dabur Lal Dant Manjan –

It is the second largest tooth powder brand of India and the largest in

coloured tooth power category. This herbal tooth powder is very popular in rural

parts of India.

Binaca Toothbrushes –

After having acquired this dormant brand a few years back, Dabur

launched toothbrushes under this umbrella. There are plans to launch other oral

care products under the Binaca brand.

AYURVEDIC SPECIALITIES

Ayurvedic Specialities is a range of over 350 Ayurvedic Medicines -

56

Both classical Ayurvedic drugs and proprietary Ayurvedic medicines - developed

by Dabur's own research and development. Dabur has products for all the 16

categories as defined in the Ayurveda. Some of the leading products in this

category are:

Asav Arishtas -

These are medicated decoctions with a self generated alcohol content. Dabur has a

range of over 30 Asav Arishtas. Some of the well known ones include

Dashmularishta, Drakshasava, Lohasava, Parthadyarishta and Ashokarishta.

Chumas -

These are finely ground medicinal powders used to treat a variety of ailments

ranging from digestive problems to cough and fever.

Ras Rasayanas -

Preparations containing mineral drugs as main ingredients are called Ras

Rasayanas. Dabur has a range of more than 50 Ras Rasayans which are used by

Ayurvedic practitioners in the cure of host of ailments.

57

Medicated Oils -

The oils boiled alongwith certain prescribed durgs are known as medicated oils.

These oils retain the curative properties of herbs and is used for inunction and

massage.

PHARMACEUTICALS

Branded Pharmaceuticals -

It includes a range of natural ethical products like New Livfit, Honitus, Ulgel etc.

and a range of contrast media and gynecological.

Oncology -

This wide and formidable range includes brands such as Intaxel, Docetaxel and

Topotecan, all of which were manufactured for the first time in India by Dabur.

Little wonder then, that Dabur is the undisputed market leader in this category in

India and has plans to establish itself as a generic oncology player in select global

markets.

58

Bulk Drugs and Chemicals -

This range consists primarily of bulks in the oncology category.

FOODS

Launched over two years back, the Dabur Foods range include juices under the

brand name Real and cooking pastes under the brand name Hommade. To give a

better focus to this division. This division has been carved out as a subsidiary

company of Dabur India Limited.

Subsidiaries

Dabur Foods Limited - Dabur Foods Limited, a 100% subsidiary of Dabur India

Limited, is spearheading Dabur's foray into food processing industry. The

company, set up in April 1999, is marketing a range of fruit juices under the brand

name Real, Hommade Cooking Paste and Sauces and Lemoneez lemon juice.

59

RESEARCH METHODOLOGY

rESEARCH DESIGN

Ownership: This is our company. We accept personal responsibility, and

accountability to meet business needs

Passion For Winning: We all are leaders in our area of responsibility, with a deep

commitment to deliver results. We are determined to be the best at doing what

matters most

People Development: People are our most important asset. We add value through

result driven training, and we encourage & reward excellence

Consumer Focus: We have superior understanding of consumer needs and develop

products to fulfill them better

Team Work: We work together on the principle of mutual trust & transparency in a

boundary-less organisation. We are intellectually honest in advocating proposals,

including recognizing risks

Innovation: Continuous innovation in products & processes is the basis of our

success

Integrity: We are committed to the achievement of business success with integrity.

We are honest with consumers, with business partners and with each other

 It has surveyed 100 outlets covering NCR (Gr. Noida / Noida).

60

Ayurvedic Research:

Standardization of herbs and finished products

Validation of the processes

Formulation development taking lead from Ayurveda

Pharmaceutical Research:

Development of new formulations of existing and new molecules

Parenteral Formulations development

Compatibility and shelf life studies

Validation of processes

PHYTOPHARMACEUTICALS:

Isolation of existing and new therapeutic ingredients from natural sources

Extraction technologies

Processes development and transfer of technology

Biotechnology:

Tissue culture of medicinal plants especially endangered ones

Cell and callus culture

61

AGRONOMY:

Agro-technology development for medicinal plants

Micro-propagation of medicinal plants

Cultivation of medicinal and fruit plants

Generation of quality planting material through greenhouse technology

Personal Care Products:

Development of skin and hair care products

Oral care product development

Ayurvedic medicated oil development

Herbal extracts in cosmetics

ANALYTICAL:

Protocols and methods development for natural and synthetic products

Bio-equivalence studies of Pharmaceutical Dosage forms

Reaction monitoring of synthetic chemistry processes

Marker compound testing as a tool for standardisation of Botanicals

Synthetic Chemistry:

Synthesis of known and new molecules and intermediates (APIs)

62

Process development

Technology development and transfer to pilot plant and production scales

Oncology Research and Molecular Biology:

Anticancer screening of herbal extracts/compounds, peptides and synthetic

molecules

Anti-angiogenic screening

Tumor xenography

Pharmacokinetic and metabolite studies

Proteonics and Genomics

New Drug & Peptide Research:

Lab scale synthesis of new molecules

Scale up and purification methods

Formulation and stability studies

Novel drugs delivery systems

RESEARCH APPROACH

Survey approach was chosen for this research work. Survey research is the best

suited for gathering descriptive information company that wants to know about

individuals knowledge, attitudes, prefrences or buying behavior can often find out

63

by asking individuals directly. The major advantage of survey research is its

flexibility. It can be used to obtain many different kinds of information in many

different situations

RESEARCH INSTRUMENTS

Schedules, which is the most commonly used instrument, was opted for this

research.

One copy of schedule framed is enclosed after this.

CONTACT METHOD

Personal individual interview method was opted for this research work, as it is the

most flexible method of all.

DATA ANALYSIS AND INTERPRETATION

The data thus collected was tabulated, analyzed and interpreted with view to make

the study more meaningful. They were tabulated in manner so that results could be

viewed easily. Some statistical techniques were used to examine the views of

respondents. The use of tables, charts and diagrams had been made to present the

data in the analysis form.

64

Analysis

The analysis faced during the research were: -

The sample size taken is 100, which is not sufficient to represent the entire

universe. The size could not be increased due to time constrained.

The areas covered were restricted to East and South Delhi only and as such the

results of the surrey are valid for the above said areas.

All information, which has been collected form, the respondents have been

considered authentic and final.

Besides all this the report has been on individual attempt and also involves the

human process of interpretation and analysis, so there are chances of human

error.

Despite repeated proof reading there is a possibility of spelling error of

otherwise which may have been overlooked

65

ANALYSIS & INTERPRETATION

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

SHAMPOOS AVAILABILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100

PANTENE 65 145 90

SUNSILK 70 140 90

VATIKA H & S PANTENE SUNSILK0

20

40

60

80

100

120

140

160

1 TO 3

4 TO 6

MORE THAN 6

Series4

66

SHAMPOOS VISIBILITY(piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100

PANTENE 65 145 90

SUNSILK 70 140 90

VATIKA H&S PANTENE SUNSILK

0

20

40

60

80

100

120

140

160

1 TO 3

4 TO 6

MORE THAN 6

Series4

67

TOOTH BRUSHES AVAILIBILITY (piece/retailer)

NAME CATEGORY

1 TO 12 20 30 MORE THAN 30

BINACA 15 NILL NILL NILL

COLGATE 50 180 100 NILL

PEPSODENT 50 180 70 NILL

ORAL B 30 120 50 100

AQUAFRESH 30 120 50 100

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.

BINACA COLGATE PEPSODENT ORAL B AQUAFRESH0

20

40

60

80

100

120

140

160

180

1 TO 12

20

30

M. T.30

68

TOOTH BRUSHES VISIBILITY (piece/retailer)

NAME CATEGORY

1 TO 12 20 30 MORE THAN 30

BINACA 15 NILL NILL NILL

COLGATE 50 180 100 NILL

PEPSODENT 50 180 70 NILL

ORAL B 30 120 50 100

AQUAFRESH 30 120 50 100

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

0

100

BINACA COLGATE PEPSODENT ORAL B AQUAFRESH0

20

40

60

80

100

120

140

160

180

1 TO 12

20

30

M. T.30

69

COCONUT OILS AVAILIBILITY(piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

VATIKA 90 140 60

PARACHUTE 60 80 160

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

the Parachute hair oil.

VATIKA PARACHUTE

0

20

40

60

80

100

120

140

160

1 TO 3

4 TO 6

MORE- 6

70

COCONUT OILS VISIBILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

VATIKA 90 140 60

PARACHUTE 60 80 160

VATIKA PARACHUTE

0

20

40

60

80

100

120

140

160

1 TO 3

4 TO 6

MORE- 6

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.

71

TOOTH POWDER AVAILBILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6

BINACA 4 NILL

COLGATE 10 NILL

BINAKA COLGATE

0

1

2

3

4

5

6

7

8

9

10

1 TO 3 4 TO6

72

TOOTH POWDER VISIBILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6

BINACA 4 NILL

COLGATE 10 NILL

BINAKA COLGATE

0

1

2

3

4

5

6

7

8

9

10

1 TO 3 4 TO6

73

OILS AVAILABILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

AMLA LIGHT 80 120 100

KEO - KARPIN 90 120 90

HAIR & CARE 100 120 80

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

AMLA LIGHT KEO KARPIN HAIR& CAIR

0

20

40

60

80

100

120

1 TO 3

4 TO 6

MORE-6

74

OILS VISIBILITY(piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

AMLA LIGHT 80 120 100

KEO - KARPIN 90 120 90

HAIR & CARE 100 120 80

Maximum number of retailers prefer to make visible 4 to 6 pieces of oils of each

brand

AMLA LIGHT KEO KARPIN HAIR& CAIR

0

20

40

60

80

100

120

1 TO 3

4 TO 6

MORE-6

75

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.

76

CONCLUSION

We surveyed around 100 retailers covering the east and the NCR (Gr.Noida &

Noida). 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.

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.

77

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.

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.

78

ANNEXURE

questionnaire

This questionnaire is meant to collect information from the retailers about the

quantity stored by the retailers of Dabur products as compared to other competitors

.(tick the appropriate answer/answers)

1.Out of these how many brands of shampoos do you store ?

a)Vatika b)Head & Shoulders c)Pantene d) Sunsilk

79

2.How many pieces of each brand of shampoos do you store?

a)1 to 3 b)4 to 6 c)more than 6

3.Out of these how many brands of toothbrushes do you store?

a)Binaca b)Colgate c)Pepsodent d)OralB e)Aquafresh

4.How many pieces of each brand of toothbrushes do you store?

a)1 to 12 b)12 to 20 c)20 to 30 d) more than 30

5.Out of these how many brands of coconut oil do you store?

a)vatika b)parachute

80

6.How many pieces of each brand of coconut oil do u store?

a)1 to 3 b)4 to 6 c)more than 6

7.Out of these how many brands of toothpowder do you store?

a)Binaca b)Colgate

8.How many pieces of each brand of toothpowder do you store?

a)1 to 3 b)4 to 6

9.Out of these how many brands of light hair oil do you store?

a) Amla light b)Keo-karpin

10.how many pieces of each brand of light hair oil do you store?

a)1 to 3 b)4 to 6 c) more than 6

fAQ

qUESTIONNAIRE Q. 

 Who leads the company?

 Q. 

 When did Dabur go for its first public issue?

 Q. 

 What is the role of the Burman family in the Company’s management and operations?

 Q. 

 What is the mailing address and phone numbers of Dabur’s headquarters?

 Q. 

 What are the main product categories of Dabur?

81

 Q. 

 How many group companies does Dabur have?

 Q. 

 How does Dabur position itself?

 Q. 

 What is Dabur’s status in the consumer goods market?

 Q. 

 In how many countries does Dabur have its distribution network and offices?

 Q. 

 Where can I get a copy of the Company Annual Report?

 Q. 

 What are Dabur’s environmental concerns?

 Q. 

 How does Dabur implement its social commitments?

 Q. 

 What are the major areas of research undertaken by Dabur?

 Q. 

 Who do I contact at Dabur for a business proposal?

 Q. 

 In what manner and which areas of operation does Dabur support non-profit organisations?

 Q. 

 If I have a product idea, whom should I go to in Dabur?

 Q. 

 Can I get a list of your products and their prices?

 Q. 

 Is it possible to order your products for doorstep delivery?

 Q. 

 Whom should I contact for a product-related query or feedback?

 Q. 

 How do I become a model for Dabur ads?

82

BIBLIOGRAPHY

1.Books : Kotler Philip, Marketing Management.

C.B. Kothari, Research Methodology.

2.Internet : www.dabur.com

www.google.com

www.hll.org.

www.daburproducts.co.in

83

3.Newspapers : The Times of India

The Hindustan Times

Business World

Economics Times

4.Schedules : Personal interaction with Individuals

84