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1
MARKETING PROJECT
ON
DABUR HAJMOLA
2
OBJECTIVES OF THE PROJECT
To know the market share of Dabur Hajmola in the area of Gurgaon.
To compare how Dabur Hajmola sells in the market as compared to other Digestive and Confectionary manufacturing organizations and to identify areas of improvement.
Identify the major factors which contribute to motivate the distributors & retailers to sell more quantity of Dabur Hajmola.
To know consumer behaviour about our product- Dabur Hajmola.
To design a proper strategy in order to improve the market share of Dabur Hajmola by at least 20% or enhance the market size.
3
Sources of Data
Primary Data: Retail Audit Consumer Survey
Secondary data:
Business magazines Internet
4
Sample Framework
Region: Gurgaon
Retail Audit
Outlet Type Zone-wise•Provisional Stores/Kirana shops
•General Store
•Departmental Stores
•Chemists/ Medical Stores
•Bakery Shops
•Sweets Corner
•Canteen of institutes.
• North Zone
• South Zone
• East Zone
• West Zone
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Consumer Survey
Housewives Salaried
Persons
Businessmen or
Self- Employed
Persons
Students
Sample Framework
6
Constraints
• Some of the retailers were disinterested in sharing the information about sales etc.
• Since the area was small there were many representations from one area and sometimes a few from other.
• Some of the consumers were disinterested in giving the responses and some were unable to come out with appropriate responses as it is a product in Low Involvement category.
• Our sample is not completely representative of the whole population i.e. Gurgaon as there exist certain areas wherein there are no shops and stores.
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Dabur :120 Years of Celebrations
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Contribution of Product Categories Of Dabur
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Product Under Study
HAJMOLA TABLETSOriginally Ayurvedic digestive medicine. First to be branded as a product. Mix of traditional Indian culinary herbs, spices and edible salts.Health Benefits- Eases condition of flatulence - Controls Dyspepsia- Increases appetite- Helps in proper digestion and relieves indigestion
HAJMOLA CANDY
The zingy tangy candy that's fun to have any time of the day. And what's more, it gets your digestive juices working better. That's a great way to enjoy while staying healthy – with Hajmola Candy's khatta meetha taste and 4 fun-filled flavours
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Product Under Study
HAJMOLA FUN 2 CANDYHajmola Candy brings in an innovative and exciting offering in the confectionary category- Hajmola Fun2Candy. “A centre filled candy 2 times masty and 2 times the taste.”
HAJMOLA MAST MASALA
Hajmola Mast Masala is a chaat masala with dual benefit. It has a chatpata taste with the benefits of good digestive element
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Product Under Study
HAJMOLA YUMSTICKHajmola Yumstick has a yummy taste of Aam and Imli in a convenient stick format.It contains mango pulp, imli pulp, mixed spices and citric acid.
HAJMOLA ANADANA
Hajmola Anardana Churan, with its unique chatpata taste and do good properties, is the first branded churan in the market.
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Competition Analysis
**Dabur has products- Hajmola Mast Masala and Hajmola Yumstick but as they are not available in Gurgaon so we have not taken it into consideration.
Major Competitors:ITC, S.S.G. Pharma, Divya Pharmacy and Anil Foods
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SWOT ANALYSIS OF DABUR
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Retail Survey Analysis
Market Share of Dabur Hajmola
93%
5% 1%
0%1%
Dabur
ITC
S.S.G. Pharma
Divya Pharmacy
Anil Foods
Market Share of Dabur Hajmola (Competition-wise)
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Distribution of market share of Dabur Hajmola among its varients
Retail Survey Analysis
Diatribution of Market Share of Dabur Hajmola among its varients
47%
46%
3% 4%
Hajmola Tablets
Hajmola Candy
Hajmola Fun 2 Candy
Hajmola Anardana
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Market Share of Dabur Hajmola (Area-wise)
Retail Survey Analysis
Distribution of Dabur Hajmola (Area-wise)
16%
72%
2%2% 8%
Old Gurgaon
Palam Vihar
Sector 14
Sector 4-5
South City
(
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Market Share of Dabur Hajmola (Zone-wise)
Retail Survey Analysis
Distribution of Dabur Hajmola (Zone-wise)
2% 8%
72%
18%
East Zone
South Zone
North Zone
West Zone
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Market share of Dabur Hajmola ( On the basis of type of outlet it is available in)
Availability of Dabur Hajmola
24%
20%48%
2% 2% 2% 2%
Departmental Store
Medical Store
General Store
Kirana Shops
Bakery Shops
Sweets Ssops
Canteen of Institutes
Retail Survey Analysis
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PRODUCT/MARKET PROFITABILITY
DABUR HAJMOLA
DIVYA PHARMACY
S.S.G. PHARMA
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COMPETITIVE ADVANTAGE
DABUR HAJMOLA
22
Consumer Survey Analysis
Factors Influencing Customers Purchase Decision
25%
16% 15%12% 10%
6% 6%10%
0%5%
10%15%20%25%30%
Mai
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gred
ient
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Bra
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Tast
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Pric
e
Pac
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ng
Cel
ebrit
yE
ndor
sem
ent
Adv
ertis
ing
Eas
yA
vaila
bilit
y
Series1
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Consumer Survey Analysis
Brand Loyalty towards Dabur
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PRODUCT LIFE CYCLE/ CUSTOMER’S LOYALTY
S.S.G. PHARMA
DABUR HAJMOLA
DIVYA PHARMACY
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TENDENCY TO BUY
DABUR HAJMOLA- PRESENT
DABUR HAJMOLA- FUTURE
DIVYA PHARMACY
26
Present Performance Of Dabur Hajmola
PRODUCT
• Dabur Hajmola has a very broad product line.
• Dabur Hajmola offers various new and innovative variants in its product line.
• Dabur Hajmola is famous for its traditional Indian Culinary mix of herbs and spices that helps in easing condition of flatulence, Controlling Dyspepsia, and increasing appetite. It also helps in proper digestion and relieves indigestion.
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PRICE
• Dabur Hajmola is a low-priced product.
• Dabur Hajmola tablets are preferred by consumers of all age groups and consumers belonging to 35 plus age group consume it on daily basis.
• Dabur Hajmola Candy and Yumstick if famous among children as it is low-priced and can be bought in quantities with their pocket money.
28
PROMOTION
• Dabur Hajmola has different promotional strategies for its different products.
• Dabur Hajmola Tablets are promoted on Health platform as an Ayurvedic and Digestive tablets.
• Dabur Hajmola Candy, Yumstick and Anardana are promoted on Taste platform as zingy and tangy products.
• Dabur Hajmola Mast Masala is being promoted on dual-benefit i.e. Digestive and Tasty.
• The company uses Amitabh Bachchan as its brand ambassador and tries to cash in on his popularity. Promotion on mass media such as television is done by the company centrally.
29
PLACEDabur Hajmola’a Supply Chain Flow Chart
Dabur Hajmola tablets and Hajmola Candy have a very strong distribution in Gurgaon but its other brands viz. Hajmola Mast Masala and Yumstick are not at all available in Gurgaon. Hajmola Anardana and Hajmola Fun2Candy are somewhat weak in their distribution.
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BCG Matrix
31
STRATEGIES FOR INCREASING MARKET SIZE
PRODUCT• Providing new variants of Dabur Hajmola Tablets in
form of new flavors, namely Tablets with Aijwan & Black Salt as ingredients. These offerings would be unique for Dabur Hajmola and can boost its stagnant growth in the Digestive segment.
• We are planning to introduce Dabur Hajmola Amla Candy. These candies will help in blood purification, improving the eye sight, hair strengthening and proper digestion. These will be targeted towards consumers in the age group of 35 and above.
• Dabur Hajmola Anardana will be supplied in the form of small sachets.
32
STRATEGIES FOR INCREASING MARKET SIZE
PRICE• Dabur Hajmola Anardana sachets will be priced
at Re. 1 per sachet.
• Dabur Hajmola Amla Candy will be provided in pack size of 500 gms priced at Rs. 50 and 1 kg priced at Rs. 95.
• Dabur Hajmola Tablets in the flavours of Aijwain and Black Salt will be priced at Rs. 20 for 110 tablets.
33
STRATEGIES FOR INCREASING MARKET SIZE
PLACE• Provided as a replacement or complement with mouth
refreshments in restaurants/food chains. • Can be placed at Cash or Delivery Counters in
Showrooms/Malls..
• Provided to licensed Ice-Cream Vendors.
• Supplied to Low cost Airlines/Railway Catering Agencies.
• Enhance the shelf space of Hajmola Mast Masala and Hajmola Yumstick
34
STRATEGIES FOR INCREASING MARKET SIZE
PROMOTION
• Promotion in Cartoon Channel and other children related programmes.
• Endorsements by health care professionals.
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