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PROJECT REPORT
ON
MARKETING STRATEGY OF DABUR
CHYAWANPRASH
Summer Training Project Report SubmittedTowards Partial Fulfllment
oBACHE!R !F B"S#$ESS A%$#STRAT#!$'AFF##ATE% T! CCS "$(#)ERS#T*+ &EER"T(
ACA%EC SESS#!$,-./01-./23
CH. HARCHAND SINGH COLLEGE OF MANAGEMENT
GOTHANI BULANDSHAHR U.P
Submitted To - Submitted by-
JYOTI JAINFaculty member of college B.B.A
Roll No. 727!"
1
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ACKNOWLEDGEMENT
Project work is never the accomplishment of an individual. Rather, it is an
amalgamation of the efforts, ideas and co-operation of a number of entities. The
compilation and presentation of this opuscule has bestowed me with an opportunity
to show my gratitude to those subservient to it.
am highly indebted to my guide !!!.. who has been the hallmark of this
effort. Their guidelines made me comprehend the enigmatical portion of the
subject and were the sole animating force that coerced me to meliorate my efforts
without the support and guidance the project report would not have taken shape.
JYOTI JAIN
"
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DECLARATION
I hereby declare that I have worked on the topic Marketing Strategy of Dabur
Chaywanprashfor the fulfillment of my B.B.A. (Bachelor of Business Administration).
All information in this report is true representation of what I have experienced during the
project.
JYOTI JAIN
#
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EXECUTIVE SUMMARY
his report aims at analy!ing and reporting on the marketing strategies of "abur
India #td ("I#) for the brand "abur $hyawanprash. %ioneering role that it has
played in the evolution of the categories it has a presence in. "abur
$hyawanprash is the leader in the $hyawanprash category and enjoys a market
share of &' per cent. In s "abur pioneered the concept of branded
$hyawanprash and since has invested heavily in product development* clinical
studies and consumer awareness. he product is essentially a health
supplement.
his report is not aiming at the overall marketing mix or the marketing strategy of
"abur India #td* but is an attempt to analy!e the marketing mix of "abur
$hyawanprash.
he report also enlists various recommendations based on B$+ +rowth ,hare
-atrix analysis* Ansoffs %roduct -atrix /xpansion +rid* ,01 Analysis etc.
his analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles.
$
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CONTENTS
PA4E $!5
1. OBJECTIVE OF THE STUDY 1
2. OVERVIEW OF FMCG SECTOR IN INDIA 2-
. ABOUT DABUR !-2"
PRODUCT LINE 2#-1
SWOT ANALYSIS OF DABUR 2
!. THE MARKETING MIX AND SELLING PROCESS -!$
". THE MARKETING MIX !%-#1
#. RESEARCH METHODOLOGY #2-#
$. DATA ANALYSIS #!-$2
%. CONCLUSIONS $-$!
&. RECOMMENDATIONS $"
1'. BIBLIOGRAPHY $#
11. (UESTIONNAIRE $$-%1
OBJECTIVE OF THE STUDY
Following are the major objective of study:-
1. To study the impact of Budget Policies on ar!eting "trategy of #abur
Foods.
%
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$. To study the %onsumer& Buying behavior.
'. To study the problems faced by #abur.
IMPORTANCE OF THE STUDY
Being student of BB( it is very essential for me to have a practical
!nowledge in an organi)ation. *nly to study business administration course
!nowledge is not the solution of the problems& which arise in practical field.
There is a certain formula for any particular problem& but the aim of this
study is to develop the ability of decision ma!ing. ( right decision at right
time and right place itself helps an organi)ation to run smoothly.
This study gives an idea of all mar!eting activities. "o the way a problem is
solved right decision ma!ing and !nowledge of different types of ma!ing
activities give much importance to the study. *nly in two month training it
was not possible to understand it so deeply& but an overall idea could be
developed.
OVERVIEW OF FMC SEC!OR I" I"DI#
he Indian 2-$+ sector is the fourth $argest se%tor in the e%ono&ywith a total
market si!e in excess of 3,4 '5.' billion. It has a strong -6$ presence and is
characterised by a well7established distribution network* intense competition between
&
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the organised and unorganised segments and low operational
cost. Availability of key raw materials* cheaper labour costs
and presence across the entire value chain gives India a
competitive advantage.
he 2-$+ market is set to treble from 3,4 ''.& billion in
85 to 3,4 55.9 billion in 8'. %enetration level as well as
per capita consumption in most product categories like jams*
toothpaste* skin care* hair wash etc in India is low indicating
the untapped market potential. Burgeoning Indian population* particularly the middle
class and the rural segments* presents an opportunity to makers of branded products
to convert consumers to branded products. +rowth is also likely to come from
consumer :upgrading: in the matured product categories. 0ith 8 million people
expected to shift to processed and packaged food by 8'* India needs around 3,4 8;
billion of investment in the food7processing industry.
India is one of the largest emerging markets* with a population of over one billion. India
is one of the largest economies in the world in terms of purchasing power and has a
strong middle class base of 5 million.Around
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Rura$ an' urban potentia$
Rura$(urban profi$e
,ource> ,tatistical 1utline of India (8;7=)* 6$A/?
An average Indian spends around 9 per cent of his income on grocery and ; percent on personal care products. he large share of fast moving consumer goods(2-$+) in total individual spending along with the large population base is
another factor that makes India one of the largest 2-$+ markets
(
3rban ?ural
%opulation 8'78 (mn household) 5 '5%opulation 8=7' (mn household) &= '5@ "istribution (8'78) 8;
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)*+T)*R
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#) COM*#"+ OVERVIEW
1ver its '8 years of existence* the "abur brand has stood for goodness
through a natural lifestyle. An umbrella name for a variety of products*
ranging from hair care to honey* "abur has consistently ranked among
Indias top brands. Its brands are built on the foundation of trust that a
"abur offering will never cause one harm.
he trust levels that this brand enjoys are phenomenally high. 0hile ?ies
and rout may ask C0hat does "abur stand forDshampoo or digestive
tabletsEF he answer is fairly simple* it stands for Indias fourth largest fast
moving consumer goods company that both consumers and trade respect
and trust uneGuivocally* and which has an annual turnover of over ?s '
billion.
he company has kept an eye on new generations of customers with arange of products that cater to a modern lifestyle* while managing not to
alienate earlier generations of loyal customers.
"abur is an investor friendly brand as its financial performance shows.
here is an abundance of information for its investors and prospective
information including a daily update on the share price (something that very
few Indian brands do). heres a great sense of responsibility for investors
funds on view. his is a direct extension of "aburs philosophy of taking
care of its constituents and it adds to the sense of trust for the brand
overall.
1/
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,)
#abur +ndia ,imited has mar!ed its presence with some verysignificant achievements and today commands a mar!et leadershipstatus. *ur story of success is based on dedication to nature&corporate and process hygiene& dynamic leadership and commitmentto our partners and sta!eholders. The results of our policies andinitiatives spea! for themselves.
,eading consumer goods company in +ndia with a turnover of
s.$$''.$ %rore /F02
$ major strategic business units /"B32 - Consumer Care
Division/%%#2 and Consumer Health Division/%4#2
' "ubsidiary 5roup companies - Dabur Foos& Dabur Ne!al
and Dabur International and ' step down subsidiaries of#abur +nternational - Asian Consumer Care in Bangladesh&A"ri#an Consumer Carein 6igeria and Dabur E$%!t.
1' ultra&moern manu"a#turin$ units spread around the
globe
Products mar!eted in over '( #ountries
7ide and deep mar!et penetration with )* C+F a$ents& more
than '((( istributors and over ,-' million retail outlets allover +ndia
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%.
-../
*irth of abur
-.01 0etting up a manufacturing plantEar$y-022s
)yurvedic medicines
-0-0 stablishment of research laboratories
-032 2pands further
-041 abur ndia 3r. 0.4. *urman5 Pvt. 6td.
-053 0hift to elhi
-0500ahibabad factory 7 abur Research8oundation
-0.1 Public 6imited 9ompany-003 :oint venture with )grolimen of 0pain
-004 9ancer treatment
-00/ Public issues
-006 :oint ;entures
-001 # separate divisions
-005 8oods ivision 7 Project 0T)R0
-00. Professionals to manage the 9ompany
3222 Turnover of Rs.1,/// crores
3224 abur demerges Pharma *usiness
3226 abur a))P
3221)pproves 899*7>R7)R up to ="//million
3225 9elebrating 1/ years of Real
3225 8oray into organised retail
3225 abur 8oods ?erged @ith abur ndia
1"
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D)
Foun'ing !houghts
"What is that life worth which cannot bring comfort to others"
!he 'oorstep 7Daktar7
The story of #abur began with a small& but visionaryendeavour by #r. ". 8. Burman& a physician tuc!ed away in
Bengal. 4is mission was to provide effective and affordablecure for ordinary people in far-flung villages. 7ith missionary)eal and fervour& #r. Burman undertoo! the tas! of preparingnatural cures for the !iller diseases of those days& li!e cholera&malaria and plague.
"oon the news of his medicines traveled& and he came to be!nown as the trusted 9#a!tar9 or #octor who
came up with effective cures. (nd that is howhis venture #abur got its name - derived fromthe #evanagri rendition of #a!tar Burman. #r.Burman set up #abur in1; to produce anddispense (yurvedicmedicines. eaching outto a wide mass of people who had no access to
proper treatment. #r. ". 8. Burman9s commitment andceaseless efforts resulted in the company growing from afledgling medicine manufacturer in a small %alcutta house& to ahousehold name that at once evo!es trust and reliability.
1#
The missioncontinues...
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E)
8De'i%ate' to the hea$th an' we$$ being of e9ery househo$'8
This is our company. 7e accept personal responsibility& andaccountability to meet business needs.
7e all are leaders in our area of responsibility& with a deepcommitment to deliver results. 7e are determined to be the
best at doing what matters most.
People are our most important asset. 7e add value through resultdriven training& and we encourage < reward e=cellence.
7e have superior understanding of consumer needs and developproducts to fulfill them better.
7e wor! together on the principle of mutual trust ualitynorms. (s it grows even further& #abur will continue to mar! upon major milestones along the way& setting the road for others tofollow.
,..) & Establishe b% Dr- S / 0urman at /ol1ata
,.23 & First !rou#tion unit establishe at 4arhia
,2,2 & First R+D unit establishe
Earl% ,2((s & Prou#tion o" A%urvei# mei#ines#abur identifies nature-based (yurvedic medicines as its area ofspecialisation. +t is the "irst Com!an% to provide health carethrough s#ienti"i#all% teste an automate !rou#tionofformulations based on our traditional science.
,25( & Automation an u!$raation o" A%urvei# !rou#tsmanu"a#turin$ initiate
,253 & Dabur 6Dr- S / 0urman7 Pvt- 8t- In#or!orate
,2)( & Personal #are throu$h A%urvea#abur introduces +ndian consumers to !ersonal #are throu$hA%urvea9with the laun#h o" Dabur Amla Hair Oil- "o popularis the product that it becomes the largest selling hair oil brand in
+ndia.
,2)2 & 8aun#he Dabur Ch%a:an!rash in tin !a#17idening the popularity and usage of traditional (yurvedicproducts continues. The ancient restorative Ch%a:an!rash islaun#hein pac!aged form& and becomes the "irst braneCh%a:an!rashin +ndia.
,2'* & Com!uterisation o" o!erations initiate
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1&
4-#abur has an illustrious Board of #irectors who are committed to ta!ethe company onto newer levels of human endeavour in the service ofman!ind. The Board comprises of:
Chairma
n;i#e&
Chairman
r. )nand *urman ?r. )mit *urman
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CEO
1'
Sunil Du$$alChie" E=e#utiveO""i#erDabur Inia
8imite
Sunil Du$$altoo! over as the %hief?=ecutive *fficer of #abur +ndia ,imited in@une $$& holding reins of the organisationhe joined in 1AA.
r #uggal started his career as amanagement trainee in 7imco ,imited in1A1 after getting his ?ngineering #egree/?lectrical < ?lectronics2 from B+T"& Pilani&and Business anagement from ++& %alcutta.4is stint at 7imco continued till 1AA;& with abrea! in between when he joined Bennett
%oleman < %o. ,td for a short period. +n 1AA;& he moved to PepsiFoods as 5& "ales *peration.
+n 1AA he came into the #abur family& as 5eneral anager /"ales< ar!eting2& of the Family Products #ivision with products li!e#abur (mla& ,al #ant anjan and Cati!a in his portfolio. This#ivision spearheaded the spectacular growth recorded by #abur in
this period. Cati!a was also launched during this period and is nowthe %ompany9s second biggest brand.
7ith his dynamic spirit and leadership abilities& he soon becameCice-President and "B3-4ead of the Family Products #ivision. +n@uly $ r. #uggal was appointed #irector "ales and ar!etingof #abur +ndia ,imited. (nd in $$& he became the %?* of the%ompany - a professional with valuable e=perience to steer thecompany ahead in its growth plans.
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"panning a career of over $ years& "unil #uggal has travelledwidely across +ndia and handled diverse portfolios that have helpedhim understand the dynamics of F%5 businesses and mar!ettrends. 4e is well versed in the intricacies of +ndia9s regional
diversities and consumer needs.
Mr Du$$allives in #elhi with his wife and one child . 7henever hegets a brea! from his official responsibilities& r. #uggal li!es tospend time at home with his family and an occasional round of golf.
1(
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4.
5ood corporate governance and transparency in actions of themanagement is !ey to a strong bond of trust with the %ompanyDssta!eholders. #abur understands the importance of good governanceand has constantly avoided an arbitrary decision-ma!ing process. *urinitiatives towards this end include:
Professionalisation of the board
,ean and active Board/reduced from 1E to 1 members2
,ess number of promoters on the Board
ore professionals and independent #irectors for better
management
5overned through Board committees for (udit& emuneration&
"hareholder 5rievances& %ompensation and 6ominations
eets all %orporate 5overnance %ode re>uirements of "?B+
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+.7hen our Founder #r. ". 8. Burman first established #abur& he had avision that saw beyond the profit motive. +n his words& 7hat is that lifeworth which cannot bring comfort to others. This ideal of a humane ande>uitable society led to initiatives ta!en to give bac! some part of what#abur has gained from the community.
*ur major initiatives in the "ocial sector include:
?stablishment of the "ustainable #evelopment "ociety& or Sundesh&
in 1AA' - a non-profit organisation to promote research andwelfare activities in rural areasG
Promoting health and hygiene amongst the underpriviledged
through the 9hunni 6al ?edical TrustG and
*rganising the Plant for 6ife programmefor s#hool#hilren- to create
environmental awareness amongst young minds.
Our %o&&it&ent to En9iron&ent
#n%ient wis'o& of %onser9ation
From times immemorial& +ndian sages and men of wisdom haveunderstood and appreciated the value of nature and its conservation.*ur ancestors recognised that if we grabbed from nature beyond whatwas healthy& it would lead to all round degradation& and even thee=tinction of humanity. That is why nature was sanctified andworshipped in the form of gods and goddesses.
Dabur upho$'s the tra'ition
Today& we at #abur also value nature9s bounty. 7ithout the fruits ofnature& the vision of #abur would never have been fulfilled. (nd that isthe reason for our unfailing commitment to ecological conservation andregeneration. 7e would li!e to follow the principles of our ancient te=ts&which say:
"/
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>Dehi me aami te> & >%ou $ive me9 an I $ive %ou>-
,a%k to "ature
are herbs and medicinal plants are our most valuable resource& fromwhich all our products are derived. #ue to overe=ploitation of theseresources and unsustainable practices& these plants and herbs are fastreaching the point of e=tinction. +n view of this critical situation& #aburhas initiated some significant programmes for ecological regenerationand protection of endangered plant species.
*$ants for :ife
7e have set up the Plants for ,ife project in the mountainous regionsof the 4imalayas. 3nder the project& a high-tech greenhouse facility hasbeen set up for developing saplings of rare and endangered medicinalplants. Fully computer-controlled and monitored& this greenhousemaintains the highly critical environmental parameters re>uired for theirsurvival. 7e are also developing >uality saplings of more than $ herbs& of them endangered& through micro propagation.+n addition& satellite nurseries spread across mountain villages andcontract cultivation of medicinal herbs helps in maintaining theecological balance. These measures have also helped provide local
cultivators the scientific !nowledge for harvesting herbs and a steadysource of income. "o that they are not forced to e=ploit the environmentto earn a livelihood.
:i9ing a reen ;eritage
These are significant steps that can contribute to a better world forcoming generations. To whom we would li!e to be>ueath a world notbereft of nature. But full of flowering and fruit bearing trees& animals&
birds and humans living in good health and complete harmony.
"1
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8.
"#
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"$
,.
#abur9s mission of popularising a natural lifestyle transcendsnational boundaries. Today there is global awareness of alternativemedicine& nature-based and holistic lifestyles and an interest inherbal products. #abur has been in the forefront of popularisingthis alternative way of life& mar!eting its products in more than countries all over the world.
Our pro'u%ts Wor$' Wi'e
7e have spread ourselves wide and deep to be in close touch with our overseasconsumers.
). *ffices and representatives in Euro!e& Ameri#aand A"ri#a G
*. ( special herbal health care and personal care range successfully selling inmar!ets of the Mile East& Far East and several Euro!ean#ountries.
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M) *ROD=C! :I"E
Foo's
?eal
?eal Activ
Hommade
#emonee!
$apsico
;ea$th Care
,aby Care
"abur #al ail
"abur Baby 1live 1il
"abur anma +hunti
;ea$th Supp$e&ents
"abur $hyawanprash
"abur +lucose "
Digesti9es
"%
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Hajmola Jumstick
Hajmola -ast -asala
Anardana
Hajmola
Hajmola $andy
Hajmola $andy 2un8
%udin Hara (#iGuid and %earls)
%udin Hara +
"abur Hingoli
"atura$ Cures
,hilajit +old
6ature $are
,at Isabgol
,hilajit
?ing ?ing
Itch $are
Backaid
,hankha %ushpi
"abur Balm
,arbyna ,trong
*ersona$ Care
;air Care Oi$
"&
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Amla Hair 1il
Amla #ite Hair 1il
atika Hair 1il Anmol ,arson Amla
;air Care Sha&poo
Anmol ,ilky Black ,hampoo
atika Henna $onditioning ,hampoo
atika Anti"andruff ,hampoo
Anmol 6atural ,hine ,hampoo
Ora$ Care
"abur ?ed +el
"abur ?ed oothpaste
Babool oothpaste
"abur #al "ant -anjan
"abur Binaca oothbrush
Skin Care
+ulabari
atika 2airness 2ace %ack
"'
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#yur9e'i% Spe%ia$ities
Ayurveda
Ayurveda ikas
"(
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")
#abur (mongst Top Three ostespected F%5 %ompanies
#abur eal Bags 5old +n eader9s #igestTrusted Brand (wards
#abur Figures +n Top 5reat Place To7or! $E ,ist
#abur +ndia ,td placed in the list of 9$ "toc!s 0ou ust *wn9& prepared by Forbes+ndia
HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
"
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#/
#abur has been ran!ed amongst+ndia9s ost +nnovative %ompanies by
a Business Today-onitor 5roupsurvey
4ajmola has been ran!ed';th in +ndiaDs 1 ost
Caluable Brands list
4ajmola& one of the strongestbrands in #abur9s portfolio&has been listed among the
Top 1 +conic Brands in +ndiathat have stood the test of
time
#abur +ndiaDs fruit juice brand Ialawarded the eaderDs #igest 5old
Trusted Brand (ward $ in the food< beverages category
Three #abur brands --4ajmola& #abur (mla and
Cati!a -- have debuted in the?conomic Times Brand?>uity9s ost Trusted Brands
$ list. Besides& #aburFoods has climbed up to ta!e
the ;th spot
4ajmola moves up 11 spotsto ta!e the ';th position
among +ndia9s Top 1 ostCaluable Brands of $&released by ;Ps and +%
#abur +ndia ,td has been ran!ed $th in the list of +ndia9s Top ost valuable /%ompany2 Brands byBrand Finance
newu was voted the ost #abur +ndia %?* r. #abur +ndia ,td was
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HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
SWO! #"#:+SIS OF D#,=R
S!RE"!;S
,trong presence in well defined
niches( like value added Hair 1il
and Ayurveda specialities)
$ore knowledge of Ayurveda as
competitive advantage
,trong Brand Image
%roduct "evelopment ,trength
,trong "istribution 6etwork
/xtensive ,upply $hain
I Initiatives
? K " L a key strength
WE#>"ESS
,easonal "emand( like
chyawanprash in winter and atika
not in winter)
#ow %enetration($hyawanprash)
High price(atika)
#imited differentiation (atika)
3nbranded players account for the
85rdof the total market(atika)
#1
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O**OR!="I!IES
3ntapped -arket($hyawanprash)
-arket "evelopment
/xport opportunities.
Innovation
Increasing income level of the
middle class
$reating additional consumption
pattern
!;RE#!S
/xisting $ompetition( like Himani*
baidyanath and Mandu for "abur
$hyawanprash and -arico*Neo
Narpin* H## and Bajaj for atika
Hair 1il)
6ew /ntrants
hreat from substitutes (like
Bryllcream for atika hair oil)
THE MARKETING MIX
AND
#"
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SELLING PROCESS#)
COM*E!I!OR #"#:+SIS
he key competitors of "abur in the $hyawanprash segment are Baidyanath* Mandu
and Himani* which together with "abur have about ;@ of India:s domestic market.
Dabur is India:s largest Ayurvedic medicine supplier and the fourth largest producer of
2-$+. It was established in ';;9* and had grown to a business level in 85 of about
& million dollars per year* though only a fraction of that is involved with Ayurvedic
medicine. "abur $hyawanprash (herbal honey) has a market share of &'@.
0e have tried to analyse the competition for "abur in the $hyawanprash segment as
follows>
##
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Sri ,ai'yanath #yur9e'i% ,hawan :t')(Baidyanath for short) was founded in '='< in
$alcutta* and speciali!es in Ayurvedic medicines* though it has recently expanded into
the 2-$+ sector with cosmetic and hair care productsO one of its international products
is ,hikakai (soap pod) ,hampoo.Its $hyawanprash has a market share of '@.
?an'u *har&a%euti%a$ Workswas incorporated in Bombay in '='=* named after an
';th7century Ayurvedic. he company focuses primarily on Ayurvedic products (in '=5*
pharmaceuticals were added* but the pharmaceutical division was separated off about
5 years later).
!he ;i&ani roup* founded in '=
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,)
S!* #"#:+SIS OF D#,=R C;+#W#"*R#S;
SEGMENTATION
abur 9hyawanprash is the market leader in the 9hyawanprash segment. t comes
under the category of health supplements. The segments that it considers are growing
kids, competitive youth, ever busy housewives and the aged.
F)* +, *)/0 034B n todayCs competitive environment, the children are under
high pressure to e2cel.
F)* +, 5)67+0+08 9):+,B ?odern life keeps the youth busy and demands them to
be active and efficient.
F)* 8*-;:49 ,):4/084B The ChomemakerC needs to be fit in order to shoulder all
responsibilities.
F)* +,
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TARGETING
raditionally* chyawanprash was supposed to be a health supplement forthe aged and kids. "abur $hyawanprash ("$%) is now targeting a'u$ts@
housewi9es@ youth an' ki's .his it is trying to achieve through its
promotion activities by making #&itabh ,a%%han an' Vi9ek Oberoi do
the endorsement act. Amitabh has been projected as a user of
$hyawanprash attempting to establish the relevance of "$% amongst the
adults in todays demanding lifestyle. ivek* who represents an urban
ambitious non7user with a mindset that $hyawanprash is not for him* meets
his moment of truth when outperformed by a young $hyawanprash user*
thus reaching out to kids. His final conversion from a non7user to a
$hyawanprash user connects with the Jouth. hese two ads compliment
each other and connect very well with the targeted consumers
#&
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*OSI!IO"I"
8#n'ar se strong> "abur chyawanprash has the tag line 8#n'ar se strongBy
using a natural language instead of scientific language it is able to connect with the
consumers and is able to achieve a better positioning in the minds of the Indian health
conscious consumer. A category like $hyawanprash for instance needs to understand
that in employing the category language it loses any chance of expressing its own
benefit distinctively.
;o$isti% ;ea$th benefit of #yur9e'a> "abur $hyawanprash he$ps in
stimulating immune system* relieving stress* improving stamina* fighting aging throughanti7oxidant property* improving lung function* fighting respiratory infections K building
resistance to disease. he brand conveys this health conscious holistic view of the
product.
,ran' !rustA 1ver ' years of "aburs experience in Ayurveda ensures
selection* processing and Guality control of right herbs along with scientific and clinical
studies L makes "$% a trustworthy offering for consumers. $onsumers view "$% as aproduct by a trusted brand and therefore do not need to think twice before making a
purchasing decision.
#'
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C)
M#R>E!I" MIB OF D#,=R C;+#W#"*R#S;
"abur $hyawanprash is the market leader in the chyawanprash
segment and has achieved this with its innovative product
offering* pricing strategy* easy availability and promotion
campaigns. In the marketing mix of "abur* we shall be discussing
the 9 %s of marketing mix with respect to "abur $hyawanprash.
he mix shall be analy!ed as followed>
%roduct %rice
%lace
%romotion
#(
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D)
*ROD=C!
"abur $hyawanprash is the $ea'er in the Chyawanprash %ategoryand
enjoys a market share of &' per cent. In s "abur pioneered the concept
of branded $hyawanprash and since has invested heavily in productdevelopment* clinical studies and consumer awareness. he product is
essentially a health supplement.
Nnown as the e$iir of $ife* $hyawanprash has (clinically) proven benefits in
maintaining smooth body functioning. he prin%ipa$ ingre'ient Amla (Indian
#
%roduct %rice %romotion %lace
D %roduct
ariety
D Puality
D "esign
D 2eatures
D Brand
6ames
D ,ervices
D #ist %rice
D "iscount
D 2inancing
,chemes
D $redit erms
D Advertising K
%romotion
D %ublic ?elations
D ,ponsorships
D Internet
-arketing
D $hannels
D #ocation
D Inventory
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+ooseberry) acts as an anti7oxidant and immuno7stimulant. "abur $hyawanprash
he$ps instimulating immune system* relieving stress* improving stamina* fighting aging
through anti7oxidant property* improving lung function* fighting respiratory infections K
building resistance to disease. It is these properties that make "abur $hyawanprash a
preferred choice for its users.
Ingre'ients of Dabur Chyawanprash
ishwast
Amla* Ashwagandha* Hareetaki* "ashmul* +hrit and several
other herbs and herbal extracts.
,pecialishwast fortified with additional health beneficial herbs like
Neshar* Akarkara etc.
*a%kagingA
n
he figure above shows the evolution of the packaging of "abur $hyawanprash.
$/
http://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandhhttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandhhttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandh7/25/2019 Jyoti Jain
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"abur continuously innovates the package and branding of its chayawanprash. It
launched "abur $hyawanprash first in '=9= in a tin pack and it was the first branded
$hyawanprash in India. #ater "abur came out with its new packet of $hyawanprash
with #&itabh ,a%h%hanas their brand ambassador. It also received ,ran' Re$aun%h
of the +ear award from I-A.
#9ai$ab$e inA
"abur $hyawanprash is available in three si!es to cater to the needs of different types
of people.
'. 1ne kilogram pack
8. gram pack
5. 8 gram pack
*RICE
he pricing of "abur chyawanprash is very competitive. "abur chyawanprash uses
second degree price discrimination i.e more the Guantity* lower the price.
'kg ?s.'=.
gms ?s.''.
8gms ?s. &8.
$1
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*RICE=#:I!+ M#!RIB
%riceQ
Puality
R
High -iddle #ow
High
#uxury
,egment
Ideal 2or
%enetration
D#,=R
C;+#W#"*R#S;
%remiere
1ffering
-iddle
1verpriced Average ?eal
Bargain
#ow
-ake he
,ale and
?un
3nhappy
$ustomers
$heap
+oods
$"
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*:#CE
"abur has a very wide distribution of its products through '.& million retail outlets and
$ K 2 agents all over India who distribute products to the retailers. A distribution of $K 2 agents and manufacturing locations is given below.
"aburs distribution network extends beyond India in the following countries as well>
Distribution "etwork
$entral* 6orth K ,outh America
Australia
Asia
-iddle /ast
$#
http://www.dabur.com/en/exports/Network/America.asphttp://www.dabur.com/en/exports/Network/Australia.asphttp://www.dabur.com/en/exports/Network/Asia.asphttp://www.dabur.com/en/exports/Network/MiddleEast.asphttp://www.dabur.com/en/exports/Network/America.asphttp://www.dabur.com/en/exports/Network/Australia.asphttp://www.dabur.com/en/exports/Network/Asia.asphttp://www.dabur.com/en/exports/Network/MiddleEast.asp7/25/2019 Jyoti Jain
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6orth K ,outh Africa
/ast K 0est /urope
*ROMO!IO"
he main form of promotional activities of "abur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities.
#'9ertising
Aothing can happen without establishing the brandEs heritage emphasiFing
technological prowess, e2plaining benefits and building bonds with prospective
buyers. )ds are necessary because the images are still mouldable and fluid and
the consumerEs sophistication level is low. abur chyawanprash is advertised
on 7*0+media as well as on +=8040).
The company has launched two ads, one each with A60+
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T, M
P*)3:5+
P=
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The firm attempts to generate a positive response in the target market by blending
these four marketing mi2 variables in an optimal manner.
$&
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A S:66
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MARKETING HOW DABUR FOODS IS USING MIX
P*)3:5+
A77
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P*05
L04+ 7*05@ abur decide its price according to its competitors and the price
structure is different for retailers and stockiest.
D045):+4@ There are different discounts for retailers, stockiest and consumer from
time to time.
A==)/
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P*)6)+0)
A38*+040@abur products are advertised through television, newspapers,
magaFine etc.
P*4)
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C*0+0: )? 4==0
n theory, the purpose of selling is to help a customer realiFe his or her goals in an
economic fashion. Iowever, in reality this is not always the case. 9ustomers can be
influenced to purchase a product or service that initially was not of interest to them. 0ome
salespeople are trained in the art of selling customers things they donCt need.
Take for e2ample the purchasing of a carB a consumer may have a set of cars in mind
3called an evoked set5 that she feels match her needs, wants and budget. 0he may seek the
advice of a salesperson given that a salesperson can help her realiFe the right car given
those criteria. This can be a socially useful functionJ salespeople have specialiFed
knowledge of products that can help consumers make an informed decision. Iowever, a
salesperson may also talk a consumer into purchasing a more e2pensive or perhaps larger
car then she needs or can afford. n this conte2t, the salesperson may have usefully helped
the customer re-evaluate her needs, thereby establishing a new set of appropriate choices
among which included the newer or large car. This again would be a helpful and useful
service provided by the salesperson. Iowever, it is sometimes the case that customers
purchase a product or service that was not initially intended and remains an inappropriate
purchase after the fact. +n the other hand, the consumer in this scenario can be held
partially responsible for the inappropriate purchaseJ indeed, K) fool and his money are
soon parted.K 3P.T. *arnum, English proverbs5
%1
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T,04 394?:5+0)
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B.
C,
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The above diagram it shows channel of distribution of dabur foods, here first the
products are manufactured and from ?anufacturing plants the packed goods are
supplied to 9learing )nd 8orwarding )gents39H8)5 and from here the goods are
then further supplied to number of 0tockiest or istributors, from here goods
reaches to large number of Retailers and it is the duty of 0tockiest to take orders
from retailers and then supply the goods to them, this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order. 8rom here the goods finally reaches to 9ustomers. 9ustomer purchases
the product from retailers.
This was the basic 9hannel of istribution used by abur 8oods, now will throw
light on each channel of distribution of abur 8oods.
S:77=9 C,
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) broader view sees a company at the center of a value networkthat includes
its suppliers, its immediate customers and their end customers. The value network
includes valued relations with others such as university researchers, government
approval agencies and so on.
MANUFACTURING PLANT@
abur 8oods has Aumber of products in its product line but its main area of
interest or the product on which they concentrate the most is Real :uice H 9oolers.
abur has its manufacturing plant at Aepal and at :aipur where juice is
manufactured and tested.
PROCUREMENT TRANSPORT@
>etting the raw material and packaging material re
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PACKAGING@
)pproval and coordination of the supply of packaging material to the
production unit
CLEARING AND FORWARDING AGENTA CFA
8rom manufacturing plant the stock is transported or supplied to clearing
and forwarding agents.
9learing and 8orwarding )gents is a third party and abur gives contract to
them, so company has nothing to do in building the relationship with them.
Iere 9H8) keep or stock the goods with them.
They charge dabur for stocking the good and even dabur donEt mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance.
8or >haFiFbad, ?eerut, elhi A9R there is one 9H8) whish is situated in
?ohan Aagar, here all goods which dabur foods hare kept here.
%&
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C.
STOCKIEST OR DISTRIBUTORS
0tockiest store the products in their godowns, 9H8) supplies the goods to
them as per their order.
0tockiest has some sales men working under him, they are known as
stockiest sales man. Their work is to place the products in the market and
take order from retailers and then supply goods to them.
0ales man either take ready stock with them or they first take orders and
then supply goods later on.
There is a beat which is a schedule route of sales man, means sales man has
to daily cover the route as mention in the beat.
?erchandising, making products visible, pasting posters, putting banners,
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man.
9ompaniesE sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyFed by )0? H L0?.
n 0ahibabad abur has 1 stockist, and in >haFiabad 1
%'
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D.
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes.
0tockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays 3using merchandising tools5 to get affective brand
presence, and arranging it in more noticeable manner.
9lassification of outlets in different type of markets is different according to
their sales volume.
TYPES OF RETAILS OUTLETS
C=
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E.
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail.
09)TTR ?)R4T
6esser no. of outlets, and
2tensive outlets
BLOCK MARKET
6arge no. of retail outlets in chunk
SUPER MARKET
Through their superior information ,logistical systems and buying power deliver
good service and immense volumes of products at attractive prices.
CHAIN OUTLETS
Iaving more than one key outlet all across with a single control unit and central
purchasing strategy
%
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!;E F=!=RE FOR D#,=R
!apping the wor$' &arkets> "abur India* under its new brand
architecture* has fi9e power bran's under its portfolio with distinct
offerings D Vatika* a herbal beauty brand with products like atika
,hampoo* Hair oil and 2airness 2ace packO "abur* the natural healthcare brand with
products like Chyawanprashand %udin HaraO ;a&o$a* the tasty digestive brand with
Hajmola candy* 2un8 and Anardana $hurnaO Rea$which offers fruit beverages and has
products like ?eal 2ruit juices* #emonee!O and the recently launched #n&o$which is a
cross category value7for7money brand. "abur has decided to take two of its five power
brands D "abur and atika D g$oba$ through its "ubai7based arm "abur India .
And the Big B and ?ani -ukherjee will help the company get a toehold in the wor$'Gsherba$ hair oi$@ sha&poos an' hair %rea&s &arket . he ?s '*8587crore 2-$+ major
has also decided to give a new impetus to its internationa$ foo' supp$e&ent bran'@
"ature/u@by now launching it in the burgeoning +ulf market. It is currently being sold
only in 3N and /3. C0e have drawn an aggressive plan to launch "abur and atika
globally* starting from the -iddle /ast * +$$ and ,AA?$ countries. 0e expect our
market share to double within two years in the ' countries we will focus on initially*
said -r Arvind Numar* $/1* "abur International. he ' top7of7mind markets for "abur
right now are 3A/* ,audi Arabia * Nuwait * Bahrain * 1man* Bangladesh* %akistan *
/gypt and 6igeria.
o develop "abur International as its major overseas hub to service all markets except
?ussia * the company is setting up a new p$antwhich is expected to be ready in a
year. "abur International already has a plant in abel Ali to both package products
sourced from India and produce some local variants. "abur India has been selling its
product in "ubai and +$$ countries since '==8 through a franchise D ?edrock
#imited. he company had acGuired this franchise last year at investments of about
3," five million.
rowing &arket share> 0hile there is no doubt that "abur now has a
presence in several product categories ranging from hair care to oral care to home care
to health supplements to juices and even soaps* it is also true that in some of these
&/
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segments its market share is very low and trails the market leader by a huge margin.
2or instance* "abur only has a &@ market share in shampoos against H##s 5@* and
a '8@ share in the oral care segment against $olgates 9&@.
$ompany officials believe that low market share means that there are substantial
growth opportunities even if these categories do not grow. C1ur market shares are low
in some segments. his gives us opportunity to penetrate these categories* says -r
6arang.
Dri9ers of growth> 2or the future* "abur has identified foo's@ ho&e %arepro'u%ts@ skin %are an' O!C hea$th %are pro'u%ts as its growth engines. he
company plans to ramp up its home care business and in the food category it is looking
at expanding its Hommade range of cooking pastes and purees. In the skin care
segment* the company launched the "abur Anmol cold cream last year and its atika
honey and saffron soap is currently under test launch.
Epansion in south In'iaA"abur is looking at expanding its business in south India*
which currently accounts for around '@ of its total sales.
&1
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RESEARCH METHODO8O4Y
As the purpose of the project report is to analyse the consumable products successfully
launched in the last three years.
he data was collected both with the help of primary as well as secondary sources.
2or primary data* I proceeded with the drafting of the Guestionnaire for consumers was
structured as undisguised* K %ersonal 7interview retailers. "istributors K wholesalers
and it was handed personally by me to the respondents to be analysed.
he Guestionnaire method was used7
a) o get first and relevant and unbiased information
b) Puestionnaire provides versatility and solutions can be obtained by just asking
the Guestions.
c) Puestioning is usually faster and cheaper.
d) -oreover* there is more control over data gathering activities.
,econdary data was also collected personally by me* which the company has furnished
for the general public. he secondary data was gathered with the help of various
maga!ines* newspapers* journals* brochures and also through the internet. 2or
secondary sources no field work was employed.
&"
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In order to amplify the empirical findings from primary and secondary sources* a survey
was conducted both of consumers and retailers "istributor K 0holesalers in order to
gauge the market opinion.
he Guestionnaire was of multiple choice and the pattern of Guestions was as simple as
possible. 0ith every Guestion* multiple choices were given and respondents were asked
to select one of them. he Guestionnaire techniGue was structured and not disguised as
the Guestions followed one pattern and reason behind the Guestionnaire was stated
properly. All the Guestions were directly related to the subject.
2or "abur $hyawanprash
'. ,ample si!e for customers were ' in number and the universe comprised of all
the consumers within the geographical region of +ha!iabad and ,ahibabad.
8. ,ample si!e for retailers were 9 in number and the universe comprised of all the
consumers within the geographical region of +ha!iabad and ,ahibabad.
5) ,ample si!e for "istributor K 0holesaler were four in number K the universe
comprised of all the consumers within the geographical region of +ha!iabad and
,ahibabad.
6o other field work was employed to gather the information. he Guestionnaire were
distributed to the respondents and the data was collected through primary and
secondary sources.
he statistical techniGue such a %i7chart and percentages were used in analysing and
interpreting the data.
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D#!# #"#:+SIS
D#,=R C;+#W#"*R#S;
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&&
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6);OW DID +O= COME !O >"OW #,O=! !;IS ,R#"D)
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5) *REFERRED *#C> SI?E
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0) FRE=E"C+ OF *=RC;#RE
O"E MO"!; !WO MO"!;S SIB MO"!;S
2
-2
32
42
/2
62
12
*ERCE"!#E
&
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RE!#I:ER S=RVE+ RES=:!S
D#,=R C;+#W#"*R#S;
-. 0hich brands of $hyawanprash do you stockE
?#"D= ;IM#"I ,#ID+#"#!; D#,=R
2-2
3242/2621252.202
-22
*ERCE"!#E
2.1ut of these which are the most preferredE
?#"D= ;IM#"I ,#ID+#"#!; D#,=R
2
-2
32
42
/262
12
52
.2
R#!I"H-(:OW 6(;I;
'/
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4)According to you what are the reasons for customers preferencesE
bran' $oya$ty pri%e a9ai$abi$ity no reason
2
-2
32
42
/2
62
12
*ERCE"!#E
/)0hat is the profile of your typical consumerE
high in%o&e &i''$e in%o&e $ow in%o&e
2
-2
32
42
/2
62
12
52
*ERCE"!#E
'1
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6)What s%he&es are you offere' by the %o&paniesJ
pri%e 'is%ount buy one get one others
2
-2
32
42
/2
62
12
*ERCE"!#E
1)What s%he&es 'oes a %onsu&er prefer &ostJ
pri%e 'is%ount buy one get one others
2
-2
32
42
/2
62
12
52
*ERCE"!#E
'"
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5)According to you* does in7store advertising have an affect on the consumerspreferenceE
yes no
2
-2
32
42
/2
62
12
52
*ERCE"!#E
.)Does%hange in pri%e affe%t their preferen%esJ
yes no
2
-2
32
42
/2
62
12
*ERCE"!#E
'#
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CO"C:=SIO"S
he ChyawanprashIndustry is yet to capture the beverage market in full
swing. %acked Chyawanprash followed by Amla* Ashwagandha*
Hareetaki* "ashmul* +hrit and several other herbs and herbal extracts the
market. he consumers patriotic love for tea and coffee is unfair.
Chyawanprashare yet to establish their supplement use in the average
household herein lies the great opportunities. 0ithin the market* it is safe
to conclude that dabur has hit off ratherwell with the masses. "abur has
clearly lost it head start advantage and thereby acGuiring just 5@ of the
market share while others enjoys rest of the market share. his could be
well attributed to dabur successful AA (Availability* aste and Affordability)
marketing module* the attributes most rated by the consumers. #ack of
publicity has hampered the growth progress of the brand so aggressive
advertising is needed to promote Chyawanprash and vatika hair oil
brand .he brands such as that of Chyawanprash by vednath*
Chyawanprashwith its Ssonacahndi* S-inute7 made and also 3, food
giantss"el -onte are ready to hit the Chyawanprashmarket very soon.
As the strategies of the companies keeps on changing* be it in
Chyawanprash industry* a company has to create perceptions and cover
'$
http://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandhhttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandh7/25/2019 Jyoti Jain
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them into realities. It is an expensive proposition reGuiring huge
expenditure on advertising* sponsorships and media. hus* the ideal
company will be the one which combines the high end technology with
consumer insight.
As '&@ of the excise duty is exempted on food products in this budget *
-any food companies including "abur got benefited from it . 1n the
analysis of survey it was found that target -arket of Chyawanprash want
Guality benefit rather than %rice benefit* so it is better to stress on Guality
rather than on decreasing price to increase sales and profit. o increase
market share "abur should give slight price benefit on "abur brand so that
customers of other uice brand should switch from other brand to "abur
brand .
'%
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RECOMME"D#!IO"S
Fo%us on growing %ore bran'sacross categories.
?eaching out to new geographies* within and outside India.
I&pro9e operationa$ effi%ien%iesby leveraging technology.
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe* efficacious* natural solutions by synthesi!ing
the deep knowledge of ayur9e'a an' herbswith modern science.
%rovide consumers with innovative products within easy rea%h.
Vatika hair %are %entre> 1n the lines of -aricos Naya ,kin $linic* "abur
could start a venture called atika hair care centre which would provide total
hair care solutions. It could have hair care experts to solve hair
problems.,ervices could include dandruff treatment* straightening of hair*
treatment for split ends*etc.
%osition "abur $hyawanprash is not more of a &e'i%inebut as something
which is necessary for health.
-ore initiatives like Dabur ki Deewarto increase brand visibility. It is an
initiative to occupy shelf space.
'&
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,I,:IOR#*;+
,ooksA
-arketing -anagement>welfth /dition L %hilip Notler K Nevin #aneNeller
WebsitesA
www.google.comwww.dabur.comwww.tutor8u.netwww.brandchannel.com
''
http://www.google.com/http://www.dabur.com/http://www.tutor2u.net/http://www.brandchannel.com/http://www.google.com/http://www.dabur.com/http://www.tutor2u.net/http://www.brandchannel.com/7/25/2019 Jyoti Jain
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www.blonnet.comwww.superbrandsindia.com
'(
http://www.blonnet.com/http://www.superbrandsindia.com/http://www.blonnet.com/http://www.superbrandsindia.com/7/25/2019 Jyoti Jain
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CO"S=MER =ES!IO"#IRE(D#,=R
C;+#W#"*R#S;
"ear ?espondent*
hanks for sparing few minutes to fill this Guestionnaire* which will help us to study the
consumer perception for chawanprash.
Any information provided by you will strictly be used for Academic %urpose.
-)Whi%h bran's of Chawanprash are you aware ofJ
A. Mandu
B. Himani
$. Baidyanath
". "abur
3)Whi%h bran' of Chawanprash 'o you useJ
A. Mandu
B. Himani
$. Baidyanath
". "abur
4)Where wou$' you rate your bran' on a s%a$e of - K 6 H6 being highestJ
A. '
B. 8
$. 5". 9
/.
'
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/)What are the pri&ary reasons for whi%h you use this parti%u$ar bran'J
A. Health
B. Brand #oyalty
$. aste
". %rice
6);ow 'i' you get to hear about this bran'J
A.
B. Internet
$. 0ord of -outh
". %rint
1)If your bran' is not a9ai$ab$e you wou$'))J
A. %urchase another brand
B. 0ait for it to be available
$. +o for a substitute
". Buy what is offered by the retailer
5)Whi%h pa%k siLe 'o you preferJ
A. ' kg
B. gm
$. 8 gm
.)On what para&eters 'o you %hoose this pa%k siLeJ
A. Availability
B. %rice
$. 2amily si!e
". ,torage
(/
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0);ow often 'o you buyJ
A. 1nce a month
B. 1nce in two months
$. 1nce in six months
-2)#re you satisfie' with your bran'J
A. Jes
B. 6o
*ersona$ Infor&ation A(
#geA
:o%ationA
In%o&e Hper &onthA
A. ?s. '* L ?s. '* B. ?s. '* L ?s. 5*
$. ?s. 5* L ?s. * ". Above ?s. *
(1
7/25/2019 Jyoti Jain
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RE!#I:ER =ES!IO""#IRE(D#,=R C;+#W#"*R#S;
"ear ?espondent*
hanks for sparing few minutes to fill this Guestionnaire* which will help us to study the
consumer perception for the $hyawanprash category that we have chosen to study.
Any information provided by you will purely and strictly be used for Academic %urpose
only.
-)Whi%h bran's of Chyawanprash 'o you sto%kJ
A. Mandu
B. Himani
$. Baidyanath
". "abur
3)Out of these whi%h are the &ost preferre'J
A. Mandu
B. Himani
$. Baidyanath
". "abur
4)#%%or'ing to you what are the reasons for %usto&ersG preferen%esJ
A. Brand loyalty
B. %rice
$. Availability
". 6o reason
("
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/)What is the profi$e of your typi%a$ %onsu&erJ
A. High income
B. -iddle income
$. #ow income
6)What s%he&es are you offere' by the %o&paniesJ
A. %rice discountsB. Buy one get one free
$. 1thers
1)What s%he&es 'oes a %onsu&er prefer &ostJ
A. %rice discountsB. Buy one get one free
$. 1thers
5)#%%or'ing to you@ 'oes in(store a'9ertising ha9e an affe%t on the
%onsu&ersG preferen%eJ
A. Jes
B. 6o
.)Does a %hange in pri%e affe%t their preferen%esJ
A. Jes
B. 6o
>