Marketing strategies of Dabur India Limited in Virar region

A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION

Chapter 1: About the Project

Executive Summary

Dabur is one of the well known brands among the consumers. It serves the consumers with a

wide variety of health care, personal care, pharmaceutical and food products. It has played a

pioneering role in the area in which it operates. An efficient marketing strategy is responsible

for the success of Dabur’s offerings.

The main motive behind this project is to study the marketing strategies adopted by Dabur

India Limited in Virar region. This study aims to find out what are the methodologies used

for marketing of Dabur products in Virar region whether print media, outdoor media,

promotions, campaigns, etc.

Consumers and retailer will be asked questions through questionnaires. The data provided by

them will be interpreted and would be neatly presented in this project report. The consumer

data will help to determine their awareness regarding Dabur products and marketing efforts

they have been exposed to. It will also reflect the effectiveness of marketing strategies

adopted by Dabur. Retailer data will help to analyse consumer response and purchase

decisions with respect to Dabur Products.

25 consumers and 1 retailer will be surveyed to study the effectiveness of Dabur’s marketing

strategies in Virar Region.

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Chapter 2: About the Company

Company Profile

Dabur India Limited is a company specialising in health and personal care products in India

and worldwide. It provides hair care, oral care, health care and food products. Dabur was

started by Dr. S.K. Burman at Calcutta in 1884 as an ayurvedic medicine company. But today

it has become one of the leading consumer products manufacturer in India.

It is the fourth largest FMCG company in India with revenues of Rs. 5,283 Crore and market

capitalisation of Rs. 20,000 Crore. Building on a legacy of quality and experience of over 127

years. Dabur is today India’s most trusted name and the world’s largest Ayurvedic and

Natural Health Care company.

Dabur today operates in key consumer product categories like Hair Care, Health Care, Oral

Care, Skin Care, Home Care and foods. The company has a wide distribution network,

covering over 3.4 million distribution outlets with a high penetration in both urban and rural

markets.

Dabur’s products have a huge presence in the overseas market and are available today in over

60 countries across the globe. Its brands are very popular in the Middle East, Africa, SAARC

countries and the United States. Dabur’s overseas revenue account for over 30% of the total

turnover. It is also a world leader in Ayurveda with a portfolio of over 250 Ayurvedic /

Herbal products.

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Information:

Type: Public Limited Company listed on following stock exchange:

National Stock Exchange (NSE): DABUR, Series: EQ

Bombay Stock Exchange (BSE): DABUR, Group/Index: A/S&P BSE 10

Founded: In 1884 by S. K. Burman

Headquarters:

Kaushambi

Ghaziabad - 201010

Uttar Pradesh, India

Dabur Group:

Dabur Nepal

Dabur UK

Hobi

Newu

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Dabur

FMCG

Personal Care Health Care Home Care Foods

Pharmaceuticals


Sundesh (CSR Initiative by Dabur)

Dabur North America

Dabur International

Business:

Dabur’s product range encompasses health care, personal care, ayurvedic specialties and food

segments.

Brands:

Vatika,

Amla,

Chyawanprash,

Hajmola,

Lal Dantmanjan,

Nature Care

Pudin Hara.

Uveda

Fem

Red Toothpaste

Oxylife

Odonil

Real

Odomos

Lal Tail

Honitus

Hingoli

Shanka Pushpi

Gulabari and many more

Location:

Dabur has been marketing its products in more than 50 countries all over the world. The

company has offices and representatives in Europe, America and Africa. Manufacturing

facilities are spread across three overseas locations.

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Manufacturing Plants in India:

Corporate Governance:

Professionalisation of the board

Lean and active Board (reduced from 16 to 10 members)

Less number of promoters on the Board

More professionals and independent Directors for better management

Governed through Board committees for Audit, Remuneration, Shareholder Grievances,

Compensation and Nominations

Meets all Corporate Governance Code requirements of SEBI

Revenue: Turnover of Rs. 5,283.17 Crore (Financial Year 2012-13)

Official Website: www.dabur.com

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Brief History

1884 Birth of Dabur

1896 Setting up a manufacturing plant

Early 1900s Ayurvedic 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 & Development Centre (DRDC)

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

2008 Acquires Fem Care Pharma

2009 Dabur Red Toothpaste joins 'Billion Rupee Brand' club

2010 Dabur makes its first overseas acquisition

2011 Dabur enters professional skin care market

2011 Dabur India acquires 30-Plus from Ajanta Pharma

2012 Dabur crosses Billion-Dollar Turnover Mark

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Founder of Dabur

"What is that life worth which cannot

bring comfort to others"

The story of Dabur began with a small, but visionary endeavour by Dr. S. K. Burman, a

physician tucked away in Bengal. His mission was to provide effective and affordable cure

for ordinary people in far-flung villages. With missionary zeal and fervour, Dr. Burman

undertook the task of preparing natural cures for the killer diseases of those days, like

cholera, malaria and plague.

Soon the news of his medicines travelled, and he came to be known as the trusted 'Daktar' or

Doctor who came up with effective cures. And that is how his venture Dabur got its name -

derived from the Devanagri rendition of Daktar Burman.

Dr. Burman set up Dabur in 1884 to produce and dispense Ayurvedic medicines. Reaching

out to a wide mass of people who had no access to proper treatment. Dr. S. K. Burman's

commitment and ceaseless efforts resulted in the company growing from a fledgling medicine

manufacturer in a small Calcutta house, to a household name that at once evokes trust and

reliability.

More than a century after Dr. S. K. Burman set up his company with the vision of good

health for all, Dabur has grown manifold. It is now a leading nature-based health and family

care products company. In this mission, the Burman family has forged ahead with the

founding thoughts of Dr. S.K. Burman, while also evolving and progressing in tune with the

changing demands of a growing business.

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Management and Ownership Structure

Dabur has an illustrious Board of Directors who are committed to take the company to newer

levels of corporate governance.

The Board comprises of:

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Dr. Anand Burman

Chairman

Mr. Amit BurmanVice Chairman

Mr. P.D. NarangGroup Director

Mr. Sunil DuggalCEO

Mr. Mohit BurmanDirector

Mr. Saket BurmanDirector


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Mr. Albert PatersonIndependent Director

Mr. P.N. VijayIndependent Director

Mr. R. C. BhargavaIndependent Director

Dr. S. NarayanIndependent Director

Dr. Ajay DuaIndependent Director

Mr. S.K. BhattacharyaIndependent Director


Vision

"Dedicated to the health and well being of every household"

Principles

1. Ownership:

This is our company. We accept personal responsibility and accountability to meet

business needs.

2. 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.

3. People Development:

People are our most important asset. We add value through result driven training and we

encourage & reward excellence.

4. Consumer Focus:

We have superior understanding of consumer needs and develop products to fulfill them

better.

5. 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.

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6. Innovation:

Continuous innovation in products & processes is the basis of our success.

7. Integrity:

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

with consumers, with business partners and with each other.

Strategic Intent

Dabur intend to significantly accelerate profitable growth. To do this, it will:

Focus on growing its 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 its target

consumers with safe, efficacious, natural solutions by synthesizing its deep

knowledge of ayurveda and herbs with modern science.

Provide its 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 its shareholders.

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Recent Awards, Accolades and Achievements

Green Awards:

Dabur ranked the No. 2 Indian Green Brand by Green Brands Global Survey. This year’s

study reveals that the consumer interest in green products has expanded across categories.

Dabur ranked as the Top Green Company by Greenpeace in its Safe Food Guide Version

2.0 that ranks 25 out of the most popular food companies which hold a major share of the

market in India based on their responsibility towards Indian consumers on the GM food

use.

Dabur India limited’s Baddi unit was awarded the Silver Certification for ‘Enhanced

Manufacturing and Suppy Chain Excellence by The Economic Times- India

Manufacturing Excellence Cell.

Corporate Accolades:

Dabur ranked as the Most Trusted Brand in the Heathcare category in the Brand Trust

Report, 2012 released by Trust Research Advisory.

Dabur ranked as the organisation that offers the best return to investors. The award was

presented at the 6th Social & Corporate Governance Awards Ceremony organised by BSE.

Dabur ranked among Top 5 ‘Best Companies To Work For’ in the Manufacturing Sector

by Business Today.

Dabur moved higher in the Top 100 Beauty Companies in the world list prepared by

WWD BeautyBiz

Dun & Bradstreet has assigned D&B Rating 1 to Dabur India Limited indicating that

Dabur has the highest level of creditworthiness.

Achievements:

Dabur ranked as the No. 2 Most Social Brand of India, at the Click Asia Summit 2012

Dabur voted by consumers as the Indian PowerBrand 2011-12 in a PAN-India research

conducted by the Indian Council of Market Research (ICMR).

Two consumer campaigns by Dabur, for its brands Odomos and Real Activ have bagged

international recognition at the Promotion Marketing Awards of Asia (PMAA)

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IT Initiatives by Dabur

At 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.

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 SAP-ERP.

Implementation of SAP HR and payroll.

SAP Roll-out to DNPL and other new businesses

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Sales Performance in FY 12 -13

Africa 21%

Asia17%

Middle East36%

US22%

Others4%

Skin Care6%

Health Supplements21%

Digestives7%

Hair Care30%

Home Care7%

Oral Care17%

OTC & Ethicals12%

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Segment Wise Breakup Geography Wise Breakup

Product Wise Breakup


Dabur Product Portfolio

Dabur Chyawanprash Dabur Chyawanprakash

Dabur Honey Dabur Honey Squezer Pack

Dabur Hajmola Dabur Hajmola Candy

Dabur Babool Toothpaste Dabur Red Toothpaste

Dabur Meswak Toothpaste Dabur Lal Danth Manjan

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Dabur Amla Hair Oil Dabur Almond Hair Oil

Dabur Vatika Hair Oil Dabur Vatika Enriched Almond Hair Oil

Dabur Vatika Shampoo Dabur Real Fruit Juice

Dabur Real Activ Odomos Naturals

Odomos Naturals Rose Odomos Naturals Lotion

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Odomos Macchar Lotion Odomos Mosquito Repellent Spray

Odomos Mosquito Repellent Cream Odonil Nature Aerosol Sprays

Odonil Occasions Odopic Dishwash Bar

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Dabur Nutrigo Oxy Life Facial Kit

Oxy Bleach Fem Bleach

Dabur Gulabari Gulab Jal Dabur Gulabari Rose Touch Face Freshner

Dabur Gulabari Saffron & Turmeric Cream Dabur Gulabari Fairness Moisturiser

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Dabur Lal Tail Dabur Gripe Water

Dabur Janma Ghunti Dabur Active Blood Purifier

Dabur Badam Tail Dabur Balm Double Action

Dabur Balm Strong Dabur Super Thanda Oil

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Dabur Sat Isabgol Dabur Nature Care

Dabur Honitus Cough Syrup Dabur Honitus Lozenges

Dabur Shankha Pushpi Dabur Vatika Ultra Shine Shampoo

Dabur Vatika Black Shine Shampoo Dazzl

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Dabur Hingoli Dabur Shilajit Gold

Capsico Dabur Pudin Hara

Dabur Pudin Hara Lemon Fizz Sani Fresh Shine

Real Burrst Dabur Babool Salt

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Promise Toothpaste Dabur Uveda Moisturising Face Wash

Dabur Uveda Clarifying Face Wash Dabur Uveda 2 in 1 Moisturiser

Dabur Uveda Complete Fairness Cream Hommade

Dabur Lemoneez Dabur Glucose D

Chapter 3: Theoretical View

Marketing Strategy

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According to David Aaker, “Marketing Strategy is a process that allows an organisation to

concentrate its limited resources on the greatest opportunities to increase sales and to achieve

a sustainable competitive advantage”. It includes all the basic and long term activities in the

field of marketing that deals with the analysis of strategic initial situation of the company and

the formulation, evaluation and selection of market-oriented strategies and therefore

contribute to the accomplishment of goals and marketing objectives of the company.

Marketing strategy consists of the analysis, strategy development, and implementation

activities in: “Developing a vision about the market(s) of interest to the organization,

selecting market target strategies, setting objectives, and developing, implementing, and

managing the marketing program positioning strategies designed to meet the value

requirements of the customers in each market target”.

Strategic marketing is a market-driven process of strategy development, taking into account a

constantly changing business environment and the need to deliver superior customer value.

The focus of strategic marketing is on organizational performance rather than a primary

concern about increasing sales. Marketing strategy seeks to deliver superior customer value

by combining the customer-influencing strategies of the business into a coordinated set of

market-driven actions. Strategic marketing links the organization with the environment and

views marketing as a responsibility of the entire business rather than a specialized function.

Because of marketing’s boundary orientation between the organization and its customers,

channel members, and competition, marketing processes are central to the business strategy

planning process. Strategic marketing provides the expertise for environmental monitoring,

for deciding what customer groups to serve, for guiding product specifications, and for

choosing which competitors to position against. Successfully integrating cross-functional

strategies is critical to providing superior customer value. Customer value requirements must

be transformed into product design and production guidelines. Success in achieving high-

quality goods and services require finding out which attributes of goods and service quality

drive customer value.

Marketing Strategy Process

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The marketing strategy analysis, planning, implementation and management process is

described below. The strategic situation analysis considers market and competitor analysis,

market segmentation, and continuous learning about markets. Designing marketing strategy

examines customer targeting and positioning strategies, marketing relationship strategies and

planning for new products. Marketing program development consists of product, distribution,

price, and promotion strategies designed and implemented to meet the value requirements of

targeted buyers. Strategy implementation and management consider organizational design

and marketing strategy implementation and control.

Stage 1: Strategic Situation Analysis

Marketing management uses the information provided by the situation analysis to guide the

design of a new strategy or change an existing strategy. The situation analysis is conducted

on a regular basis after the strategy is under way to evaluate strategy performance and

identify needed strategy changes.

Market Vision, Structure, and Analysis

Markets need to be defined so that buyers and competition can be analyzed. For a market to

exist there must be

1. People with particular needs and wants and one or more products that can satisfy buyers’

needs, and

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Strategic Situation Analysis

Designing Market Driven Strategies

Market Driven Program Development

Implementing and managing Market Driven Strategies


2. Buyers willing and able to purchase a product that satisfies their needs and wants.

A product-market consists of a specific product (or line of related products) that can satisfy a

set of needs and wants for the people (or organizations) willing and able to purchase it. The

term product is used to indicate either a physical good or an intangible service.

Analyzing product-markets and forecasting how they will change in the future are vital to

business and marketing planning. Decisions to enter new product-markets, how to serve

existing product-markets, and when to exist in unattractive product-markets are critical

strategic choices. The objective is to identify and describe the buyers, understand their

preferences for products, estimate the size and rate of growth of the market, and find out what

companies and products are competing in the market.

Evaluation of competitors’ strategies, strengths, limitations and plans is also a key aspect of

the situation analysis. It is important to identify both existing and potential competitors.

Competitor analysis includes evaluating each key competitor. The analyses highlight the

competition’s important strengths and weaknesses. A key issue is trying to figure out what

each competitor is likely to do in future.

Segmenting Markets

Market segmentation looks at the nature and extent of diversity of buyers’ needs and wants in

a market. It offers an opportunity for an organization to focus in business capabilities on the

requirements of one or more groups of buyers. The objective of segmentation is to examine

differences in needs and wants and to identify the segments (sub-groups) within the product-

market of interest. Each segment contains buyers with similar needs and wants for the

product category of interest to management. The segments are described using the various

characteristics of people, the reasons that they buy or use certain products, and their

preferences for certain brands of products. Likewise, segments of industrial product-markets

may be formed according to the type of industry, the uses for the product, frequency of

product purchase, and various other factors.

Continuous Learning about Markets

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One of the major realities of achieving business success today is the necessity of

understanding markets and competition. Sensing what is happening and is likely to occur in

the future is complicated by competitive threats that may exist beyond traditional industry

boundaries. For example, Mosquito swatters in Virar market is affecting the sale of Odomos

mosquito repellent solutions from Dabur.

Stage 2: Designing Market-Driven Strategies

The strategic situation analysis phase of the marketing strategy process identifies market

opportunities, defines market segments, evaluates competition, and assesses the

organization’s strengths and weaknesses. Market sensing information plays a key role in

designing marketing strategy, which includes market targeting and positioning strategies,

building marketing relationships, and developing and introducing new products.

Market Targeting and Strategic Positioning

Marketing advantage is influenced by several situational factors including industry

characteristics, type of firm (e.g., size), extent of differentiation in buyers’ needs, and the

specific competitive advantage(s) of the company designing the marketing strategy. The core

issue is deciding how, when, and where to compete, given a firm’s market and competitive

environment.

The purpose of the market targeting strategy is to select the people (or organizations) that

management wishes to serve in the product-market. When buyers’ needs and wants vary, the

market target is usually one or more segments of the product-market. Once the segments are

identified and their relative importance to the firm determined, the targeting strategy is

selected. The objective is to find the best match between the value requirements of each

segment and the organization’s distinctive capabilities. The targeting decision is the focal

point of marketing strategy since targeting guides the setting of objectives and developing a

positioning strategy. The options range from targeting most of the segments to targeting one

or few segments in a product-market. The targeting strategy may be influenced by the

market’s maturity , the diversity of buyers’ needs and preferences, the firm’s size compared

to competition, corporate resources and priorities, and the volume of sales required to achieve

favourable financial results. Deciding the objectives for each market target spells out the

results expected by management. Examples of market target objectives are desired levels of

sales, market share, customer retention, profit contribution, and customer satisfaction.

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Marketing objectives may also be set for the entire business unit and for specific marketing

activities such as advertising.

The marketing program positioning strategy is the combination of product, value-chain, price,

and promotion strategies a firm uses to position itself against its key competitors in meeting

the needs and wants of the market target, the strategies and tactics used to gain a favourable

position are called the marketing mix or the marketing program.

Marketing Relationship Strategies

Marketing relationship partners may include end user customers, marketing channel

members, suppliers, competitor alliances, and internal teams. The driving force underlying

these relationships is that a company may enhance its ability to satisfy customers and cope

with a rapidly changing business environment through collaboration of the parties involved.

Relationship strategies gained new importance in the last decade as customers became more

demanding and competition became more intense. Building long-term relationships with

customers and value-chain partners offers companies a way to provide superior customer

value. Although building collaborative relationships may not always be the best course of

action, this avenue for gaining a competitive edge is increasing in popularity.

Strategic partnering has become an important strategic initiative for many well known

companies and brands. Many firms outsource the manufacturing of their products. Examples

include Motorola cell phones, Calvin Klein jeans, Pepsi beverages, and Nike footwear.

Strong relationships with outsourcing partners are vital to the success of these powerful

brands. The trend of the 21st century is partnering rather than vertical integration.

Planning for New Products

New products are needed to replace old products because of declining sales and profits.

Strategies for developing and positioning new market entries involve all functions of the

business. Closely coordinated new-product planning is essential to satisfy customer

requirements and produce products with high quality at competitive prices. New-product

decisions include finding and evaluating ideas, selecting the most promising for development,

designing the products, developing marketing programs, use and market testing the products,

and introducing them to the market.

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The new-product planning process starts by identifying gaps in customer satisfaction. The

differences between existing product attributes and those desired by customers offer

opportunities for new and improved products.

Stage 3: Market-Driven Program Development

Market targeting and positioning strategies for new and existing products guide the choice of

strategies for the marketing program components. Product, distribution, price, and promotion

strategies are combined to form the positioning strategy selected for each market target.

The marketing program (mix) strategies implement the positioning strategy. The objective is

to achieve favourable positioning while allocating financial, human, and production resources

to markets, customers, and products as effectively and efficiently as possible.

Strategic Brand Management

Products (goods and services) often are the focal point of positioning strategy, particularly

when companies or business adopt organizational approaches emphasizing product or brand

management. Product strategy includes:

Developing plans for new products

Managing programs for successful products

Deciding what to do about problem products (e.g., reduce costs or improve the

product).

Strategic brand management consists of building brand value (equity) and managing the

organization’s portfolio for overall performance.

Value-Chain, Price, and Promotion Strategies

One of the major issues in managing program is deciding how to integrate the components of

the mix. Product, distribution, price, and promotion strategies are shaped into a coordinated

plan of action. Each component helps to influence buyers in their positioning of products. If

the activities of these mix components are not coordinated, the actions may conflict and

resources may be wasted. For example, if the advertising messages for a company’s brand

stress quality and performance, but salesperson emphasize low price, buyers will be confused

and brand damage may occur.

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Market target buyers may be contacted on a direct basis using the firm’s sales force or by

direct marketing contact (e.g., Internet), or instead, through a value-added chain (distribution

channel) of marketing intermediaries (e.g., wholesalers, retailers, or dealers). Distribution

channels are often used in linking procedures with end user household and business markets.

Decisions that need to be made include the type of channel organization to use, the extent of

channel management performed by the firm, and the intensity of distribution appropriate for

the product or service. The choice of distribution channels influences buyers’ positioning of

the brand.

Price also plays an important role in positioning a product or service. Customer reaction to

alternative prices, the cost of the product, the prices of the competition and various legal and

ethical factors establish the extent of flexibility management has in setting prices. Price

strategy involves choosing the role of price in the positioning strategy, including the desired

positioning of the product or brand as well as the margins necessary to satisfy and motivate

distribution channel participants. Price may be used as an active (visible) component of

marketing strategy, or, instead, marketing emphasis may be on other marketing mix

components (e.g., product quality).

Advertising, sales promotion, the sales force, direct marketing, and public relations help the

organization to communicate with its customers, value-chain partners, the public, and other

target audiences. These activities make up the promotion strategy, which performs an

essential role in communicating the positioning strategy to buyers and other relevant

influences. Promotion informs, reminds, and persuades buyers and others who influence the

purchasing process.

Stage 4: Implementing and Managing Market-Driven Strategy

Selecting customers to target and the positioning strategy for each target moves marketing

strategy development to the action stage. This stage considers designing the marketing

organization and implementing and managing the strategy.

Designing Effective Market-Driven Organizations

An effective organization design matches people and work responsibilities in a way that is

best for accomplishing the firm’s marketing strategy. Deciding how to assemble people into

organizational units and assign responsibility to the various mix components that make up the

marketing strategy are important influences on performance. Organizational structures and

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processes must be matched to the business and marketing strategies that are developed and

implemented. Organizational design needs to be evaluated on a regular basis to assess its

adequacy and to identify necessary changes.

Strategy Implementation and Control

Marketing strategy implementation and control consist of:

Preparing the marketing plan and budget;

Implementing the plan; and

Using the plan in managing and controlling the strategy on an ongoing basis.

The marketing plan includes details concerning targeting, positioning, and marketing mix

activities. The plan spells out what is going to happen over the planning period, who is

responsible, how much it will cost, and the expected results (e.g., sales forecasts).

The marketing plan includes action guidelines for the activities to be implemented, who does

what, the dates and location of implementation, and how implementation will be

accomplished. Several factors contribute to implementation effectiveness including the skills

and commitment of the people involved, organizational design, incentives, and the

effectiveness of communication within the organization and externally.

Marketing strategy is an ongoing process of making decisions, implementing them, and

tracking their effectiveness over time. In terms of its time requirements, strategic evaluation

is far more demanding than planning. Evaluation and control are concerned with tracking

performance and, when necessary, altering plans to keep performance on track. Evaluation

also includes looking for new opportunities and potential threats in the future. It is the

concerning link in the strategic marketing planning process. By serving as both the last stage

and the first stage (evaluation before taking action) in the planning process, strategic

evaluation assures that strategy is an ongoing activity.

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SWOT Analysis

1. Strengths (S)

Century old company

Established brand

Ayurvedic / Herbal Product Line

Leader in herbal digestives where its product has 90% of the market share

Core knowledge of Ayurveda as competitive advantage

Strong Brand Image

Strong Distribution Network

Extensive Supply Chain

Research and Development Activities

2. Weakness (W)

Seasonal Demand (like Chyawanprash in winter season)

Profitability is uneven across product line

Low penetration

Limited differentiation

Insufficient marketing strategies (In Virar region)

3. Opportunities (O)

Extend Vatika brand to new categories like skin care and body wash products

Improvement in Marketing Strategies

Export Opportunities

Innovation

Increasing income level of the middle class

Creating additional consumption pattern

4. Threats (T)

Existing competition from Himani, Baidyanath and Zandu for Dabur Chyawanpash

and Marico, Keo Karpin, Hindustan Unilever Limted (HUL) and Bajaj for Dabur

Vatika Hair Oil and new entrants

Colgate Palmolive, HUL, Vicco in Dental Care.

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Marketing Mix

1. Product

A product is an tangible offering made by a particular company. In marketing, a product is

anything that can be offered to a market that might satisfy a want or need.

Dabur uses the following product strategies:

Small Units Packings:

Small Unit packings helps the consumers to test the product before they purchase in bulk

quantities. For instance, Dabur provides Rs. 2 sachets of Vatika Shampoo.

New Product Designs:

Design of the products must be changed regularly. Consumers often get bored by the same

appearance, taste, texture, etc of a product. So the company should consider redesigning their

offerings from time to time. For Instance, Dabur changes the shape, graphics, etc of their

products.

Expanding Product Line:

A company should expand its product line and enter new product segments. Dabur entered

into beauty products line through Uveda, Fem, Oxy Life products.

Expanding Product Depth:

A company should expand its product depth. It should introduce new products into the same

category. Like Dabur introduced three new flavours of Dabur Chyawanprash to the existing

product line.

Attractive Packaging:

Packaging should be attractive. It should persuade the customer to purchase that product. If

the packaging is not attractive, then the consumer may misinterpret a quality product as a

substandard product

Product Availability:

A product should be available at the retailer. Due to unavailability of product, a consumer

may switch to competitors product

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2. Price

Price is normally expressed in monetary terms. It is the worth of a product or a service. Price

is the value that the buyer passes on to the seller in lieu of the product or service provided.

Price is the crucial determinant of the fact whether exchange between buyer and seller should

materialize or not. While pricing the product, three main factors should be kept in mind:

1. Cost

2. Competition

3. Consumer Demand

Dabur has stepped up the pace of new product launches and is investing in marketing

activities. The entire product portfolio is also tweaked to include premium offerings such as

more variants under almost every category, like Dabur Vatika Hair Oil is available in 2

different versions.

Dabur is seen today as far more proactive in the market. It is now an external oriented

company. Across the whole organisation, the company has one definition of winning and that

means not just growing, but growing completely. Over the last two years, Dabur has

maintained its operating margins through judicious price hikes in the products and reduction

in pack sizes.

The three main factors affecting the pricing strategies are discussed below:

1. Cost:

One of the most important factor to take care while pricing is the cost. Costs set the floor for

pricing decisions. There are two types of cost: Variable cost and Fixed cost. It is important

that price should recover all the cost including a fair return for undertaking the marketing

effort and risk.

2. Competition:

Competition is another important consideration while pricing. When a firm does not face any

competition, it can enjoy complete freedom in fixing its price. But when there are competitors

selling same or similar products, the pricing freedom is considerably reduced. Its price must

fall in line with the competitors. Dabur India Limited has many competitors. Some of the top

competitors are:

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1. Hindustan Unilever Limited

2. Proctor and Gamble

3. Colgate Palmolive

4. Pepsi Co.

5. Marico

6. Godrej Industries Limited

3. Consumer Demand:

Dabur learned that the majority of Indian population tends to go towards the Indian natural

and herbal products. Thus, they made it their USP (Unique Selling Point). Dabur is efficiently

leading the market with its product range by providing their customers with special products

3. Place

Place in context of marketing mix refers to a set of decisions that need to be taken in order to

make the product available to the customer for purchase and consumption. Making the

product available to the customers require development of channels of distribution of

products.

Channels of Distribution

A Channel of Distribution refers to a path taken by the goods in their movement to the

customers. For instance, let’s take an example of Promise Toothpaste. It is manufactured in

the facility of Dabur. But before it reaches to the consumer, it passes through the hands of

many middlemen, who help it reach to the consumer at right time, right place and in right

quantity.

Dabur’s distribution network is recognized as one of its key strength. Its focus is not only to

enable easy access to their brands but also to touch the consumers with a three-way

Convergence of product availability, brand communication and higher levels of brand

experience.

A diagram explaining the Channels of Distribution is given below:

34


The diagram shows Channels of Distribution of Dabur foods.

1. At first, the goods are manufactured at Dabur’s manufacturing facility.

2. They are then packed and sent to Clearing and Forwarding (C&F) Agents.

3. Then the goods are forwarded to number of Stockists and Distributors.

4. From there, the stockists or distributors supply goods to retailers as per the order

provided by the latter. Generally, this work is done by the distributor’s personnel

through ready stock or by taking orders and then placing the orders.

5. From here the goods finally reach to the consumers when they purchase the products.

Supply Chain Management

Supply Chain Management starts before physical distribution. It involves procuring the right

input i.e. Raw Materials, components and capital equipment, converting them into finished

products and dispatching them to the final destinations. The supply chain perspective can

help identify superior suppliers and help them improve their productivity which ultimately

brings down company’s cost.

A broader view sees a company at the center of the value network that includes its suppliers,

its immediate customers and their end customers. The value network includes value relations

with others such as University Researchers, Government Approval Agencies and so on.

35

Consumers

Retailers

Stockists

Clearing and Forwarding (C&F) Agents

Dabur's Manufacturing Plant


Manufacturing Plant

Dabur has number of food products in its product line, but the main area of interest or the

product on which it concentrates the most is Real Juices and Coolers. It has manufacturing

plant at Jaipur and Nepal where juice is produced and tested.

Procurement and Transportation

It mainly includes:

1. Getting the raw material and packaging material requirements from the production

unit in-charge.

2. Getting constant updates on the procurement of materials and transport details.

3. Getting production details and ingredient content information from the different

personnel and co-ordinating this activity.

Packaging

It includes approval and coordination of the supply of packaging material to the production

unit.

Clearing and Forwarding Agents

From the manufacturing plant, the stock is transported or supplied to Cleaning and

Forwarding (C&F) Agents. C&F Agent is a third party to which Dabur gives contract.

C&FA keeps stock of goods with them. They charge Dabur for stocking the goods. For

Dabur, it is a measure of cost cutting as there no need to maintain a separate warehouse.

Stockists or Distributors

Stockists store the products in the godown. C&FA supplies goods to them as per their order.

Stockist has some sales personnel working under him. Their work is to place the products in

the market and take order from the retailers and then supply goods to them. Salesmen either

take ready stock with them or they first take orders and then supply later on. There is a beat

which is a schedule route of salesman. He has to daily over the route as mentioned in the

beat. Merchandising, making products visible, pasting posters, putting banners and seeing

that goods are properly placed in the retail outlets is also the duty of Stockist salesman.

36


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. Stockiest supplies goods to retailers and tries Persuading

retailers to give the brand special displays (using merchandising tools) to get affective brand

presence, and arranging it in more noticeable manner. Margin of retailers is always higher

than stockiest. Retailers are the ones who have direct contact with the customers. Dabur

Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making

its product available to the consumers across the country at ease.

4. Promotion

Once the product has been manufactured, priced rightly and is distributed, the next task of the

marketer is to inform potential customer about the product and persuade them to buy the

same. The promotion element of marketing mix is concerned with activities that are

undertaken to communicate with both customers and participants in the channel of

distribution such that sales goals are realized. There are different promotional activities like:

Advertising, Sales promotion, trade promotion, personal selling etc. but one of the most

convenient and effective one that most of the industries uses is the Advertising and Sales

Promotion.

Advertising

Advertising is a form of communication that typically attempts to persuade potential

customers to purchase or to consume more of a particular brand of product or service. Many

advertisements are designed to generate increased consumption of those products and

services through the creation and reinforcement of "brand image" and "brand loyalty". For

these purposes, advertisements sometimes embed their persuasive message with factual

information. Every major medium is used to deliver these messages, including television,

radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising

is often placed by an advertising agency on behalf of a company or other organization.

Dabur has created the huge brand image and a vast product following by associating mega-

names like Amitabh Bachchan, M. S. Dhoni, Rani Mukhurjee, etc. Dabur invested Rs. 150

crore just on the advertising of Real “Fruit Juice” and “Real Active”. So far the company has

37


been successful in this mission as the people now know the brand and ask for its products by

name. At Dabur, advertising is done by its advertising subsidiary ‘Adbur’.

Sales Promotion

Sales Promotion is an activity designed to boost the sale of a product or service. It may

include an advertising campaign, increased PR activity, a free-sample campaign, offering free

gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with

attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal

letters on other methods.

In marketing, sales promotion is one of the four aspects of promotion. (The other three parts

of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales

promotions are non-personal promotional efforts that are designed to have an immediate

impact on sales.

Sales promotion involves short-term incentives to encourage buyers to purchase a product. Its

aim is to encourage immediate purchase of a product. If used too often however, sales

promotion can create a situation where consumers will not buy unless there is a bonus offer.

This will result in loss of profit for the company.

More than any other element of the promotional mix, sales promotion is about “action”. It is

about stimulating customers to buy a product. It is not designed to be informative – a role

which advertising is much better suited to.

Sales promotion can be directed at:-

The ultimate consumer (a “pull strategy” encouraging purchase)

The distribution channel (a “push strategy” encouraging the channels to stock the

product). This is usually known as “selling into the trade”

Sales Promotion Tool for Dabur:

Price promotions

Coupons

Gift with purchase

Competitions and prizes

38


Money refunds

Point-of-sale displays

Free samples

Contest /demos

Festival Sales

Retailer coupons

Multi-packs

Special price for twos

Allowances for additional shelf space

Merchandising

Sales contest

Incentives

Awards & prizes

Premium gifts

Sales Meetings

Samples/product sampling

Contests & Sweepstakes

Exchange Offers/buyback

Refund / Rebate

Price / Bonus Packs

Promotional Schemes used for Stockists:

1. Higher Margins:

Higher Margins tries to give higher margins to stockiest so that they don’t lose interest in

the product and can earn good profits after meeting all the expenses.

2. Sales Contests:

Sales contest are held annually and whichever stockiest has the best sales record a prize is

given to him, like free holiday to the family etc.

3. Allowances:

39


Special allowances are given to both stockiest and stockiest sales man if they achieve

their monthly target.

4. Subsidy for Promotion Budget:

Company gives subsidy to the stockiest, who spend some money on the promotional

schemes, like conducting a sampling activity.

5. Danglers and Posters:

Company gives posters and danglers to stockiest which are further pasted and distributed

by stockiest sales man.

6. Training:

Special Training is given to Stockiest Sales Man, a training workshop is organized by the

company for stockiest sales man so that they don’t face any problem while placing their

products and taking orders from retailers.

7. Annual Gathering:

All the stockiest meet under one roof at least once a year and then the stockiest whose

performance was best in term of sales is awarded.

8. Fun Trip:

A zone wise fully paid fun trip is organized by the company for all the stockiest once a

year.

9. Gathering While Launch of New Products:

All the stockiest and their sales man gather when there is a launch of a new product.

Company gives free samples & gifts to stockiest and their sales man.

10. Special Trade Schemes:

Special trade schemes like two SKU free with the 12 SKU.

11. Buyback:

Dabur foods have a scheme of replacement of products which gets expired.

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Promotional schemes used for retailers

1. Trade allowances:

Short term incentives are offered to induce a retailer to stock up more Dabur products.

2. Dealer loader:

An incentive given to induce a retailer to purchase and display the products of Dabur.

3. Trade contest:

A contest to reward retailers those sells the most product of Dabur foods and after a

specific period they are rewarded.

4. Point-of-purchase displays:

Extra sales tools given to retailers by Dabur to boost sales, like danglers, posters, banners

etc helps in promoting sales.

5. Push money:

Also known as "spiffs". An extra commission paid to retail employees to push products.

This kind of practice Dabur hardly follows.

6. Free samples:

Dabur foods gives free samples are given to retailers so that they can try that product if the

product is new, or gives some discounts.

7. Demos:

Special demos are given to retailers and even some stands, fridge are given by retailers.

8. Discount Sales:

Some special discounts are given to retailers from time to time, like 1% cash discounts if

payment is made in cash.

9. Retailer Coupons:

Dabur gives some coupons like free lunch for family etc if the retailer buys and sells a

specific amount of products.

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10. Higher Margins:

Retailer has the highest margins and Dabur foods also have the same criteria, and retailer

can further sell the Dabur product to consumer at discount keeping his margin safe.

11. Allowances for additional shelf space:

Company as such does not pay anything to retailer but gives some additional benefits for

giving them shelf space which is visible to customer whenever they enter the shop.

12. Merchandising Allowances:

Allowances are given to Stockiest sales man for merchandising Dabur products. Whenever

the Stockiest sales man goes to take orders then he also merchandises Dabur products.

13. Bonus Packs:

Time to time Dabur gives bonus packs to retailers like buy 10 get 2 free with that.

14. Free goods:

Dabur gives free goods on the purchase of specific number of goods.

15. Cash Rebate:

Generally cash rebate is given by stockiest if retailer makes the payment in cash at the

time of purchase.

16. Product sampling:

Dabur organizes sampling activities for its products which are new, these activities are

generally at the place where footfall is very high.

17. Displays:

Dabur tries to give special displays to the retailers, so that they can display their products

on that.

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Promotional schemes used for consumers

1. Price deal:

A temporary reduction in the price is given to consumer during some festival session by

Dabur foods.

2. Price-pack deal:

The packaging offers a consumer a certain percentage more of the product for the same price

(for example, 25 percent extra).

3. Coupons:

Dabur foods gives coupons during different sampling activities to consumers and it have

become a standard mechanism for sales promotions.

4. Loss leader:

Dabur foods temporarily reduce the price of its popular product in order to stimulate other

profitable sales.

5. On-shelf coupons:

Coupons are present at the shelf where the product is available.

6. Rebates:

Consumers are offered money back, rebate at different point of time.

7. Money Refunds:

Customer can claim for refund of money if they face some problem with the product.

8. Contests/sweepstakes/games:

If a customer wins some game or contest at the time of sampling activities then they are given

a discount coupon of products of Dabur foods.

9. Point-of-sale displays:

Displays helps the consumer easily recognize their products, Dabur keeps a special check on

the displays and merchandising of Dabur products.

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10. Sampling Activities:

Dabur organizes different sampling actives at different retail outlets.

10. Gift with purchase:

Dabur foods gives gift items with purchase like a glass, spoon etc.

12. Contest / demos:

There are different contests where customers play games and win contests.

13. Festival Sales:

Dabur foods come out with some special offers during festival seasons like buy one get one

free.

14. Multi-packs:

Dabur foods has some products in multiple packaging which are comparatively priced lower

to the products sold in a single pack.

15. Trade Fairs & exhibitions:

Here Dabur foods displays all range of its products, making it easier for customers to know

about product line and choose the best out of that.

16. Customer feedback:

Dabur foods consider its customer most important and in case of any complaint by customer

the foods department will leave all its important work and will contact the customer.

17. Contact points:

Customer can contact Dabur foods by writing the mail or letter on the addresses given at the

back of Dabur products, or even they can call and visit the Dabur web site.

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Market Segmentation

Market segmentation is a marketing strategy that involves dividing a broad target market into

subsets of consumers who have common needs, and then designing and implementing

strategies to target their needs and desires using media channels and other touch-points that

best allow to reach them.

Criteria for segmenting:

An ideal market segment meets all of the following criteria:

It is possible to measure.

It must be large enough to earn profit.

It must be stable enough that it does not vanish after some time.

It is possible to reach potential customers via the organization's promotion and

distribution channel.

It is internally homogeneous (potential customers in the same segment prefer the same

product qualities).

It is externally heterogeneous, that is, potential customers from different segments

have different quality preferences.

It responds consistently to a given market stimulus.

It can be reached by market intervention in a cost-effective manner.

It is useful in deciding on the marketing mix.

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Methods for segmenting consumer markets

1. Geographic segmentation

Marketers can segment according to geographic criteria i.e. nations, states, regions, countries,

cities, neighbourhoods, or postal codes. The geo-cluster approach combines demographic

data with geographic data to create a more accurate or specific profile. With respect to region,

in rainy regions merchants can sell things like raincoats, umbrellas and gumboots. In hot

regions, one can sell summer wear. In cold regions, someone can sell warm clothes. A small

business commodity store may target only customers from the local neighbourhood, while a

larger department store can target its marketing towards several neighbourhoods in a larger

city or area, while ignoring customers in other continents.

2. Behavioural segmentation

Behavioural segmentation divides consumers into groups according to their knowledge of,

attitude towards, use of or response to a product

Segmentation by occasions

Segmentation according to occasions relies on the special needs and desires of consumers on

various occasions - for example, for products for use in relation with a certain holiday.

Products such as Christmas decorations or Diwali lamps are marketed almost exclusively in

the time leading up to the related event, and will not generally be available all year round.

Another type of occasional market segments are people preparing for a wedding or a funeral,

occasions which only occur a few times in a person's lifetime, but which happen so often in a

large population that ongoing general demand makes for a worthwhile market segment.

Segmentation by benefits

Segmentation can take place according to benefits sought by the consumer or according to

perceived benefits which a product/service may provide. Buyers can be grouped according to

the benefits they are looking for. Different people may desire different benefits from the same

product category. For instance, at one end of the spectrum there is a person preferring

Odomos Naturals Mosquito repellent cream while on the other end, there is a person

preferring Odomos Rose Mosquito repellent cream.

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Segmentation by Usage Rate

Markets can be divided into light, medium and heavy product users. Heavy users often

constitute a small percentage of market but contribute a high percentage of sales volume.

Heavy users are either extremely brand loyal or price conscious. Marketer often designs

special marketing program for heavy users.

Segmentation by Loyalty Status

Consumers have different degree of commitment to specific brands, stores or companies.

They can be divided into four groups according to their intensity of brand loyality.

1. Hardcore Loyals: Consumers who buy one brand at a time.

2. Split Loyals: Consumers who buy two or three brands.

3. Shifting Loyals: Consumers who shift from one brand to another.

4. Switchers: Consumers who show no loyalty to any brand.

The marketer can learn a great deal by analysing the degree of loyalty. Analysis of hardcore

loyals will indicate the products strength, split loyals gives information on competing brands

and shifting loyals point out weaknesses of a brand.

Segmentation by Buyer readiness stage

The buyer readiness stage differs from customer to customer. Some are unaware about the

product, some are informed, some are interested, some desire to buy the product and some

intend to buy. The aim of marketing program change according to buyer readiness. For

instance, if a consumer is not aware about the product then the marketer needs to create

awareness and subsequently create interest and stimulate them into buying.

Segmentation by Attitude

Five attitude groups can be found in a market enthusiast, positive, indifferent, negative and

hostile. Marketing Strategies change according to attitude of the buyer. For example, when

Dabur will introduce a new product into the market, enthusiasts and positive people will buy

the product, negative and hostile people will refrain to buy the same.

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3. Demographic Segmentation:

In demographic segmentation, the market is divided on the basis of variables such as age,

family size, family life cycle, gender, income, occupation, education, religion, generation,

nationality and social class. It is highly effective segmentation because most customers’ taste

and preferences are based on these attributes and they are also easy to measure. When

consumers are influenced by the socio-economic and lifestyle factors of their surrounding

geographical area, they are segmented under geo-demographic segmentation.

The following are the demographic variables used in segmentation:

Age and Life Cycle Stage:

The taste and preferences change with age and stage of life cycle. For example, Children

prefer Real Fruit juice while youth prefers real active.

Gender:

Many products like garments, jewellery, wristwatches, perfumes, magazines, etc are

segmented according to gender. There are many attitudinal and behavioural differences

among men and women.

Income:

Marketer tends to segment products and services such as apparels, automobiles, travel etc. on

the basis of income group. However, income does not always reflect true customers. For

Instance, Support from financial institution has made possible for many middle class families

to own products.

Generation:

Every generation is deeply influenced by various activities of their time like movies, politics,

society, music, etc. Such influences deeply impact their product purchase patterns.

Social Class:

Social Class segmentation is influenced by customer choices of automobiles, interior

decorators, reading habits, clothing preferences, etc. The taste and preferences of social class

also change according to time. For Example, Growth in working women class has made

predominantly men wear brand Allen Solly to introduce formal wears for women.

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4. Psychographic Segmentation

In psychographic segmentation, buyers are divided into different groups on the basis of

lifestyle, personality, values or beliefs. Some of the important psychographic variables are:

Lifestyle:

Different customers exhibit different lifestyle depending on their income, social group, etc.

People buy product that suit their lifestyle. For example, a working women may give

preference to ready to cook food. Young urbanite show distinctly different preferences than

his rural counterpart.

Personality:

Personality characteristics such as extroversion, masculinity, aggression, etc. also influence

the buyer behaviour of individuals. However, it is difficult to measure personality traits

accurately. Customer shows preference towards the brands which closely resembles their

personality. For example, an adventurous person may show his preference towards Thumbs

Up.

Values:

Marketer may segment by core values, the belief system that underlines consumer attitude

and behaviour. Core values affect people’s choices and desires over long term. For example,

Indians value close personal relationships and family. Amul has introduced a large family

packs for customers in India.

Targeting

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Segmentation helps marketer to divide large heterogeneous markets into homogeneous

segments. The people in a segment have specific needs and wants. Company may decide to

select one or more segments for serving. Such segments are called target markets. Target

markets can be defined as a set of buyers sharing common needs or characteristics that the

company decides to serve. The firm may decide to one or several target markets

simultaneously. The firm needs to identify its target markets and evaluate potential of each of

these segments for allocation of adequate resources.

Target Marketing Strategies:

The targeting strategy largely depends on the kind of market coverage the firm is planning for

the future. The resources, capabilities and intent of the respective firms also influence product

market coverage decision. A firm may decide to cover entire market if it has adequate

resources and marketing power. Niche marketer in turn may decide to concentrate on few

segments. Many marketers with surplus resources may alternatively enter into different

segments at the same time with differentiated product offerings. The product market coverage

is broadly classified as Full Market Coverage, Single Segment Strategy and Multi Segment

Strategy.

1. Full Market Coverage:

The firm attempts to serve the entire market. The firm may choose one of the two options:

a. Undifferentiated Marketing Strategy:

In this strategy, the firm ignores different needs of the segments and covers the entire market

with one offer. It design a marketing program that appeal to the largest number of buyers. It

relies on mass distribution and mass advertising. It tries to create superior image of the

product in people’s mind. There are several advantages of this strategy. The narrow product

line keeps down cost of research and development, production, inventory, transportation,

marketing research and advertising. The company can convert the lower costs into lower

prices to take advantage in price sensitive market.

b. Differentiated Marketing Strategy:

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In this strategy, the firm operates in several market segments and designs different products

for each segment.

The marketer should create differentiation to derive competitive advantage. The competitive

advantage is company’s ability to perform in one or more ways that competitors cannot

match or will not match. The company uses following means for creating differentiation:

1. Product Differentiation:

The scope for differentiating products varies significantly. There are some products such as

steel, meat, salt, etc which offer little scope for differentiation whereas some products like

home appliances, automobiles offer great scope for differentiation. Even if product is highly

standardised, some differentiation can be achieved through creativity. Marketer create

differentiation through various product characteristics such as form, features, customisation

i.e. adaptability to different customer needs, performance quality, conformance quality,

durability, repair ability and style.

2. Service Differentiation:

Sometimes, products cannot be differentiated on their physical attributes. For example, In

Computer industry it is very difficult to differentiate product. Thus companies have to look

for differentiation. Customer service acts as key differentiator. The various elements of

customer service are ordering ease, delivery, installation, customer training, customer

consultancy, maintenance and repair, policies regarding returned products, warranty and

guarantee, financial arrangements.

3. Personnel Differentiation:

Companies can also differentiate on the employees working for the company. Better trained

personnel exhibit six characteristics: Competence, courtesy, credibility, reliability,

responsiveness and communication. Personnel differentiation is extremely significant in

service based organisation such as hotels, airlines, hospitals, etc.

4. Channel Differentiation:

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Companies can achieve competitive advantage through the way they design their distribution

channels’ coverage, expertise and performance. Company can use distribution channels to

make product available to the customers not reached by clients. Judicious use of distribution

channels can bring down cost of distribution and provide value to the customer.

5. Image Differentiation:

Companies can differentiate through distinctive and powerful image. Image is the way

customers perceive company or its products. Image is affected by many factors such as

location, industry, product, personnel, CEO and even country of origin. Companies today

involve themselves in a lot of social service activities for continuously improving its image.

The image of the company is subject to change. Companies have to work hard continuously

to maintain their image. Companies communicate their image through the company’s

management, values and culture, symbol, logo, events and sponsorships, etc.

2. Single Segment Strategy:

A company focuses on a single segment and design the marketing program to best suit the

needs and characteristics of the segment. Due to focus on single segment, company gains a

strong knowledge of segment’s needs and design marketing program to earn higher customer

support. The firm can achieve considerable cost reduction through cost reduction in

production, distribution and promotion. Concentrated marketing however involves risk. If the

segment changes its buying preference then the marketer will face severe losses.

3. Multi Segment Strategy:

The company can decide to target more than one segment simultaneously. The firm may

choose entirely diverse segments. However each segment should be attractive and profitable.

The different multi segment strategies are:

a. Selective Specialisation:

Selective specialisation is the process in which the company focuses its resources on few

markets segments and develops expertise in fulfilling the needs of those segments. A

company can minimise risks by targeting more than one segment.

b. Product Specialisation:

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In this, a company is specialising in a special product category supplying to different

segments.

c. Market Specialisation:

The firm concentrates on many needs of a particular user group. For example, Event

Management Company would organise various events like awards ceremony, product

promotions and employee picnics for the client.

Positioning

Positioning is an act of designing the company’s offering and image to occupy a distinctive

place in the minds of the target market. It is creating and maintaining an image for the

product or brand in the minds of target audience relative to other brands.

Rios and Trout have advocated four principles of positioning:

A Company must establish positioning in the minds of its targeted customers.

The position should be singular, providing one simple consistent message.

The positioning must set a company apart from its competitors.

A company cannot be all things to all people. It must focus on its efforts.

Chapter 4: Practical View

53

Target Market

Measurable

Substantial

ActionableAccessible

Differentiable


Findings

Consumer Survey Results

A consumer survey was conducted to study the effectiveness of Dabur’s Marketing Strategies

in Virar Region. 25 respondents participated in the survey.

1. Users of Dabur Products:

The respondents were asked whether they used Dabur products or not?

Interpretation:

72%

28%

Users of Dabur Products

Users of Dabur ProductsNon Users of Dabur Products

It was found that 18 out of 25 respondents (72 %) used Dabur products.

It was also found that 7 out of 25 respondents (28 %) did not used Dabur products.

It can be understood that users outnumbered non users. This shows that the customer

base is good.

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2. Naming one of the Dabur products:

Respondents were asked to specify any one Dabur product that they used.

Interpretation:

4%

28%

12%28

%

28%

Product Specified

Dabur Amla Hair OilDabur HoneyDabur Red ToothpasteDabur ChyawanprashNot Responded

1 out of 25 respondents (4 %) specified Dabur Amla Hair Oil.

7 out of 25 respondents (28 %) specified Dabur Honey.

3 out of 25 respondents (12 %) specified Dabur Red Toothpaste

7 out of 25 respondents (28 %) specified Dabur Chyawanprash

7 out of 25 respondents (28 %) did not respond to the question

It can be understood that Dabur Honey and Dabur Chyawanprash are well known and

widely used products by the people.

It was followed by Dabur Red Toothpaste and Dabur Amla Hair Oil with 12 % and 4

% respectively.

No other products were mentioned by the respondents which reflected that most of the

consumers are aware mostly of Dabur Honey and Dabur Chyawanprash and to some

extent Dabur Red Toothpaste and Dabur Amla Hair Oil

3. Respondents’ perception about the brand ‘Dabur’.

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The respondents were requested to mention something about Dabur.

Interpretation:

Reliable & Trustworthy Brand

Quality Product

Effective

Natural & Real Ingredients

Indian Herbal Product

Nice Products

Old & Well Known Brand

Fair Brand at Fair Prices

Not Responded

0% 5% 10% 15% 20% 25% 30%

Consumer Perception about Dabur

It was found that out of 25 respondents:

7 respondents (28 %) mentioned Dabur as a reliable and trustworthy brand.

4 respondents (16%) mentioned that Dabur provides quality products to the customers.

3 respondents (12 %) mentioned that Dabur’s products were effective.

3 respondents (12 %) mentioned that Dabur products had natural and real ingredients.

2 respondents (8 %) mentioned Dabur as an Indian herbal product brand.

2 respondents (8 %) mentioned that Dabur offers nice products.

2 respondents (8 %) mentioned Dabur as an old and well known brand.

1 respondent (4 %) mentioned that Dabur’s offerings are fairly priced.

4. Rate Dabur as a brand:

Respondents were requested to rate Dabur on a scale of 1 to 5:

56


Interpretation:

1 2 3 4 50%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Rating

Rating

It was found that, out of 25 respondents:

0 respondents (0 %) rated it at 1.





44 % rating at 4 shows that there is a high brand value with respect to Dabur, in the minds of

customers.0 % rating at 1 shows that no one dislikes Dabur.

5. Advertisement Coverage by Dabur:

57


The respondents were asked to tick the appropriate options as to which media of

advertisements were exposed to.

Interpretation:

Televi

sion C

ommerc

ials

Radio

Com

mercial

s

Newsp

aper

Advert

isemen

t

Mag

azin

e Adv

ertise

ments

Yellow

Page

s Adv

ertise

ments

0%

20%

40%

60%

80%

100%

120%

Exposed

Not Exposed

i. Television Commercials:

Out of 25 respondents, it was found that:

24 respondents (96 %) were exposed to television commercials of Dabur products.

1 respondent (4%) was not exposed to television commercials of Dabur products.

This shows that television is the most successful medium of informing the consumer

regarding the arrival and availability of new products.

58


ii. Radio Commercials:


3 respondents (12 %) were exposed to radio commercials of Dabur products.

22 respondents (78 %) were not exposed to radio commercials of Dabur products.

Two interpretations can be done:

1. Dabur does not advertise on all radio stations but on some selected radio stations.

2. The respondents who responded negatively either does not have access or do not access

Radio.

iii. Newspaper Advertisements:


6 respondents (24 %) came across Newspaper advertisement of Dabur products.

19 respondents (76 %) did not come across Newspaper advertisement of Dabur products.

That means Dabur is not advertising its products effectively on newspapers.

iv. Magazine Advertisements:


1 respondent (4 %) came across Magazine advertisement of Dabur products.

24 respondents (96 %) did not come across Magazine advertisement of Dabur products.

That means Dabur is not advertising its products effectively on Magazines.

v. Yellow Pages Advertisements:


1 respondent (4 %) came across Yellow Pages advertisement of Dabur products.

24 respondents (96 %) did not come across Yellow Pages advertisement of Dabur

products.

That means Dabur is not advertising its products effectively on Yellow Pages

It was interpreted that out of all these, Television commercials seemed to be more promising.

6. Advertisement Exposure on Social Networking Websites:

59


The respondents were asked to mention whether they came across Dabur product

advertisements on social networking websites (like Facebook, Google+, etc)

Interpretation:

16%

84%

Social Networking Advertisements

ViewedNot Viewed

The above pie diagram shows the percentage of people who have viewed and not viewed

advertisements of Dabur Products on Social Networking Websites.


4 respondents (16 %) came across advertisement of Dabur products on social networking

websites.

21 respondents (84 %) did not come across advertisement of Dabur products on social

networking websites.

That means Dabur is not advertising its products effectively on social networking websites.

7. Marketing Efforts by Dabur in Virar Region:

60


Here, the respondents were asked to select the appropriate option as per the marketing efforts

they were exposed to.

Transit

Adv

ertisi

ng

Banne

rs / P

oster

s

Billbo

ards /

Hoa

rdin

gs

Neon S

igns

Prod

uct P

romot

ion C

ampa

ign

Publ

ic Aware

ness

Campa

ign

Spon

sorin

g of C

ontes

ts, E

vent

s, etc

0%

20%

40%

60%

80%

100%

120%

Exposed

Not Exposed

1. Transit Advertising:


14 respondents (56 %) came across transit advertising.

11 respondents (44 %) did not come across transit advertising.

2. Banners / Posters:


13 respondents (52 %) came across banners / posters regarding Dabur products.

12 respondents (48 %) did not come across banners / posters regarding Dabur products.

3. Billboards / Hoardings:

61



2 respondents (8 %) came across billboards / hoardings regarding Dabur products.

23 respondents (92 %) did not come across billboards / hoardings regarding Dabur

products.

4. Neon Signs:


0 respondents (0 %) came across Neon signs regarding Dabur products.

25 respondents (100 %) did not come across Neon signs regarding Dabur products.

5. Product Promotion Campaign:


2 respondents (8 %) came across Product promotion campaign regarding Dabur products.

23 respondents (92 %) did not come across Product promotion campaign regarding Dabur

products

6. Public Awareness Campaign:


3 respondents (12 %) came across Public Awareness Campaign conducted by Dabur.

22 respondents (88 %) did not come across Public Awareness Campaign conducted by

Dabur.

7. Sponsoring of Contests, Events, etc:


3 respondents (12 %) came across contests/ events sponsored by Dabur.

22 respondents (88 %) did not come across contests/ events sponsored by Dabur.

8. To understand the consumer behaviour during purchase of a product.

62


Here, the respondents were questioned as to they have to choose between Dabur

Chyawanprash which is priced at Rs. 130 while they have an alternative Himani Sona Chandi

Chyawanprash priced at Rs. 110.

On this basis it would be possible to find out whether consumers are Price conscious or Brand

conscious

Interpretation:

20%

80%

Price Conscious Brand Conscious


5 respondents (20 %) selected Himani Sona Chandi Chyawanprash which shows that their

decisions were changed due to price difference.

20 respondents (80 %) selected Dabur Chyawanprash which shows that they are brand

conscious.

9. To Study the various aspects that a consumer keeps in mind while purchasing a

product:

63


Here, respondents were given 5 choices to choose from according to their thinking.

Interpretation:


18 respondents (72 %) selected Quality.

0 respondents (0 %) selected Quantity.

3 respondents (12 %) selected Price.

11 respondents (44 %) selected Brand Image.

1 respondent (4%) selected Product Availability.

It could be seen that people are more concerned about quality and brand value rather than

price, quantity and product availability.

Retailer Survey

64

72%

12%

44%

4%

Quality Quantity PriceBrand Image Product Availability


A survey was conducted at one of the retail store named Vishal Medicals and General Stores,

Virar-West. The reason for surveying only one retail store was due to the fact that the

distributors of Dabur products are one and the same for all retail stores in Virar region.

There are two distributors for this retail store:

1. Royal Marketing, Virar (West)

2. Indian Distributors, Nallasopara (West)

When asked about the most preferred brand in FMCG products, the owner of Vishal

Medicals and General Stores, Mr. Jayesh Vora who also looks after the day to day

working of the store mentions Colgate Palmolive.

5 Top Selling Dabur products in Vishal Medicals and General Stores:

a. Dabur Chyawanprash

b. Dabur Honey

c. Dabur Pudin Hara

d. Dabur Amla Hair Oil

e. Fem Fairness Bleach

When asked about aspects considered by consumer while purchasing a product, Mr.

Jayesh Vora mentions:

65

Aspects

Quality Brand Image Product Availability


Promotional Schemes provided by distributors to Vishal Medicals and General

Stores:

Only in case of Dabur Chyawanprash, the retailer is provided with discount on bulk

purchases of the commodity.

No other promotional schemes are provided by the distributors.

A table was provided to the retailer in order to analyse demand of Dabur products on

parameters High, Medium and NIL for 65 Products.

The following interpretation was made:

39%

16%

45%

Products with respective demand

High Demand

Medium Demand

No Demand

a. Products with High Demand- 25 Products (39%)

Dabur Chyawanprash

Dabur Honey

Dabur Pudin Hara

Dabur Hajmola

Dabur Hajmola Candy

Dabur Honitus Cough Syrup

Dabur Honitus Lozenges

66


Dabur Lal Tail

Dabur Glucose D

Dabur Amla Hair Oil

Vatika Enriched Coconut Hair Oil

Dabur Red Toothpaste

Meswak Toothpaste

Dabur Lal Danth Manjan

Fem Fairness Bleach

Fem Gold Bleach

Fem Herbal Bleach

Oxy Bleach

Real Activ

Badam Oil

Hingoli

Janma Ghunti

Odomos Naturals MR Cream

Odomos Naturals Rose MR Cream

Odomos Mosquito Repellent Cream

Shanka Pushpi

b. Products with Medium Demand- 10 Products (16 %)

Dabur Almond Hair Oil

Vatika Smooth & Silky Shampoo

Vatika Dandruff Control Shampoo

Vatika Enriched Almond Hair Oil

Dabur Babool Toothpaste

Dabur Babool Salt Toothpaste

Promise Toothpaste

Dabur Gulabari Rose Water

Odonil Aerosol Spray

Shilajit Gold

c. Products with no demand- 28 Products (45 %):

67


Dabur Chyawanprakash

Dabur Gripe Water

Vatika Blackshine Shampoo

Gulabari Face Freshener

Gulabari Moisturising Cream

Gulabari Moisturising Lotion

Sanifresh Shine

Odonil Occasions

Odopic Kitchen Dish Cleaner

Dabur Uveda 2 in 1 Mosturiser

Uveda Clarifying Face Wash

Uveda Complete Fairness Cream

Uveda Moisturising Face Wash

Oxylife Facial

Active Antacid

Balm Double Action

Balm Strong

Bursst

Capsico

Nutrigo

Dazzl

Hommade

Lemon Fizz

Lemoneez

Nature Care

Odomos Macchar Lotion

Odomos Mosquito Repellent Spray

Sat Isabgol

Super Thanda Oil

Recommendations

68


During the survey with the consumer and retailer, it was found that people are only aware of

some of the Dabur products like Chyawanprash, Honey, Amla Hair Oil, Red Toothpaste, etc,

while there are some products of which customer do not have knowledge and does not make

purchases of those products.

So the following points are recommended:

1. Increase advertising of ‘products with no demand’:

The products like Chyawanprakash, Uveda beauty range, Sat Isabgol, Nutrigo, Super Thanda

Oil, etc should be advertised through Television and print media like newspapers and

magazines. This will make consumers aware of the existence of the product in the market and

sale of these products may increase. Products like Chyawanprash, honey, Hajmola, Pudin

Hara, etc have high demand because they are advertised properly.

2. Install Billboards / Hoardings

Billboards / Hoardings exposes people to the product especially the appearance, type,

promotional offers provided in it. These things are mentioned in the Billboards.

The above mentioned pictures of billboard represents ‘Real fruit juice’s New 6 layer pack

keeps nutrients intact’ along with an image of Bollywood Actress Sonali Bendre and an

electronic billboard represents Real Activ with an image of Bollywood Actress Bipasha Basu

with a tagline ‘Snack healthy, drink Real active, stay fit’. This billboard belongs to some

other region. In Virar, people could hardly see any billboard. A bill board should be installed

at Agashi Road which is a busy road and many people travel by that road. Also there is an

69


electronic billboard near the Virar Railway Station, Dabur can advertise their products via

that electronic billboard as more and more people would be exposed to advertisements in a

busy area. Due to this will be exposed to the products, its features and promotional scheme

that they are not aware of. Especially it is recommended for products with medium and no

demand.

3. Conduct a product promotion campaign:

Dabur should conduct a product promotion campaign in virar region for products such as

Chyawanprakash, Uveda beauty range, Oxylife Facial, Active antacid, etc. They should

communicate the features and benefits of the products to the people otherwise people would

not find anything worthwhile in purchasing those products. A free sample must be distributed

among people so that they could test that product.

4. Conduct a Public Awareness Campaign:

70


Dabur should conduct public awareness campaign with respect to health of the people like

dental care, hair care, skin care, etc. They can also go to schools and colleges to conduct their

campaign. The above mentioned picture shows a woman explaining the importance of

brushing teeth to avoid cavity, plague and other problems.

5. Sponsor a contest, cultural or sport event.

Dabur should sponsor an contest, cultural or sport event in Virar region. They may sponsor

Mayor Marathon which is held every year. They can also sponsor a beauty contests like

Dabur Uveda Khoobsurat Contest, Dabur Hommade Cooking Contest.

6. Increase promotional offers with respect to customers:

Promotional offers such as bonus packs, discounts on products, coupons should be provided

to the consumer. Especially in the case of Gulabari Face Freshner, Vatika Blackshine

Shampoo, Odopic Kitchen Dish Cleaner, etc. This will help to boost sales.

71


7. Provide better promotional scheme to retailer:

It was found that Dabur only provided cash discounts on purchases of Dabur Chyawanprash

which is not enough. Dabur should advise the distributors to take the following step to

increase sales of Medium Demand and No Demand products.

a. Trade Allowances:

Dabur should provide trade allowance to the retailers so that they could stock up more Dabur

products.

b. Provide Point of Purchase Materials:

The retailer store where the survey was undertaken lacked point of purchase displays. Instead

Colgate Palmolive provided them with Point of Purchase display of Toothpaste and

toothbrush. So Dabur should provide Point of Purchase displays of products for Gulabari

offerings, Uveda beauty products offerings, Vatika shampoo range, etc.

c. Provide Free samples to retailer:

Dabur should provide free samples to the retailer so that the retailer can provide it to the

consumer to test the product. If the consumer likes the product , then he/she will make actual

purchase of that product.

d. Provide demonstrations of the products:

Dabur distributors should demonstrate regarding the products with respect to its features,

benefits, shortcomings, etc so that the retailer gets an in depth knowledge of the product

which would enable him to sell it better.

e. Provide allowances for additional shelf space:

Dabur distributors should provide allowances for additional shelf space. This will result in

retailer purchasing and stocking more Dabur products in the showcases in top rows so that

only Dabur products are visible to prospective buyers.

f. Trade Contests:

A trade contest must be conducted every year to award the best retailer of Dabur products.

This will motivate the retailer.

72


8. Install Banners / Posters:

Dabur should install banners and posters at appropriate places so that the availability of

products and offers could be communicated to people.

9. Increase Social Media Presence:

Though Dabur Amla and Dabur Vatika Facebook pages are available, Dabur does not have

its official Facebook page. So Dabur should create its official facebook page or pages with

respect to products to interact with its customers, prospective buyers, etc. This will enable

them to take suggestions, complaints, feedback, improve customer relationship and build a

superior brand image.

10. Get into Internet Advertising:

Dabur should make use of internet advertising mediums like Google AdWords so that their

ads will be displayed on specific websites. Social networking websites like Facebook also

feature advertising.

73


Learning

While preparing this project report it was understood that Dabur’s marketing strategies in

Virar region is not up to the mark and needs a strong evaluation and reimplementation.

Consumer survey conducted concluded that people in Virar region showed that around 72 %

of the respondents used Dabur. They were not aware about many of the Dabur product

offerings. They were only aware about some of the well known product offerings namely the

Chyawanprash, Honey, Amla Hair Oil and Red Toothpaste. It was also learned that

consumers were exposed to Dabur products advertisements through Television. It accounted

for 96 % of the total respondents. It was followed by newspaper and radio with 24 % and 12

% respectively. Magazines and Yellow pages advertisements were seen by 4 % respondents

for each.

The consumers were not informed about Dabur’s product offerings through social media like

Facebook and Google +. Only 16 % of the respondents responded positively.

Around 56 % of the respondents were exposed to transit advertising. It was followed by 52 %

respondents exposed via banners and posters. Billboards, Neon Signs, product promotions /

public awareness campaigns and sponsored events followed with not so positive responses.

It was also found that 80 % of the respondents were brand conscious and rest were price

conscious.

People keep quality and brand image as their top aspects while purchasing a product. Quality

was top most aspect with a backing of 72 % respondents followed by 44% supporting brand

image.

During retailer survey it was understood that Royal Marketing, Virar (West) and Indian

Distributors, Nallasopara (West) were the only distributors of Dabur products in Virar region.

So only 1 retailer was surveyed.

The survey showcased that:

Colgate Palmolive was the most preferred brand among the consumers.

5 top selling products were those that were well known and well advertised and

promoted. This shows that how brand building and advertisement helps to sell the

products.

74


When asked about the aspects that consumer keeps in mind during the purchase, the reply

was similar to that of consumer survey.

Promotional Schemes provided were not up to the mark with only cash discounts provided on

Dabur Chyawanprash. There was a need to increase the promotional schemes for products

with medium or no demand.

Dabur has to concentrate on its marketing strategy in order to outnumber sales of its

competitors namely Colgate Palmolive, Proctor and Gamble, Hindustan Unilever Limited,

etc.

While preparing this report, it was learned that marketing strategies plays a crucial role in

growth and development of the brand and any carelessness with regard to it will cost the

company.

75


Bibliography

Primary Data: Consumer Questionnaire

CONSUMER SURVEY TO STUDY THE EFFECTIVENESS OF DABUR’s MARKETING STRATEGIES IN VIRAR

1. Do you use Dabur Products? □ Yes □ No Name any

1: .............................................................

2. What do you think about Dabur as a Brand? Rate it from 1 to 5

...........................................................................................................................................................

...........................................................................................................................................................

Rate it......................................

3. Do you come across advertisements of Dabur products on below mentioned mediums?

□ Television Commercials □ Radio Commercials □ Newspaper Advertisements

□ Magazine Advertisements □ Yellow Pages Advertisements

4. Were you ever informed about Dabur Products through social networking websites?

..........................................................................................................................................................

..........................................................................................................................................................

5. Have you came across any of the below mentioned marketing efforts by Dabur in Virar

Region:

□ Transit Advertising (Bus, Trains, etc) □ Banners / Posters in Medical or General Stores

□ Billboards / Hoardings □ Neon Signs

□ Product Promotion Campaign □ Public Awareness Campaign

76

Name: ...............................................................

Age: .......................

Gender: □ Male □ Female

Area of Residence: ...........................................

Marital Status: □ Married □ Unmarried

Occupation: ................................

Mobile No: .........................................

Email ID: ......................................................


□ Sponsoring of Contests, Sports Events, Cultural Events, etc.

6. Suppose Dabur Chyawanprash is priced Rs. 130, but you are getting Himani Sona

Chandi Chyawanprash at Rs. 110. Then which product would you buy?

□ Dabur Chyawanprash □ Sona Chandi Chyawanprash

7. What aspects do you keep in mind while purchasing a product?

□ Quality □ Quantity □ Price □ Brand Image □ Product Availability

THANK YOU FOR YOUR PARTICIPATION

******************

77


Retailer Questionnaire

RETAILER SURVEY TO STUDY THE EFFECTIVENESS OF DABUR’s MARKETING STRATEGIES IN VIRAR

Name of the Retail Store: ........................................................................................................................

Address:

......................................................................................................................................................

......................................................................................................................................................

............................................

Contact No: .................................................................................

Q1. Who are the distributors of Dabur Products for your store?

......................................................................................................................................................

......................................................................................................................................................

............................................

Q2. According to you, which is the most preferred brand for FMCG products in Virar?

......................................................................................................................................................

Q3. Name any 5 top selling Dabur products in your store?

1. ........................................................... 2. ............................................................

3. ............................................................ 4. ............................................................

5. ............................................................

Q4. What aspects do a consumer keeps in mind while purchasing a product from your store?

□ Quality □ Quantity □ Price □ Brand Image □ Product Availability

Q5. What are the promotional schemes provided to you by your distributors?

□ Trade allowances □ Dealer loader □ Trade contest □ Point-of-purchase displays

□ Push money □ Free samples □ Demos □ Discount Sales

78


□ Retailer Coupons □ Higher Margins □ Bonus Packs □ Cash Rebate

□ Free goods □ Displays □ Product sampling

□ Allowances for additional shelf space □ Merchandising Allowances

Q6. Kindly provide details for the below mentioned table:

Sr No. Product Stock Availability Demand

1. Dabur Chyawanprash

2. Dabur Chyawanprakash

3. Dabur Honey

4. Dabur Pudin Hara

5. Dabur Hajmola

6. Dabur Hajmola Candy

7. Dabur Honitus Cough Syrup

8. Dabur Honitus Lozenges

9. Dabur Gripe Water

10. Dabur Lal Tail

11. Dabur Glucose D

12. Dabur Amla Hair Oil

13. Dabur Almond Hair Oil

14. Vatika Smooth & Silky Shampoo

15. Vatika Blackshine Shampoo

16. Vatika Dandruff Control Shampoo

17. Vatika Enriched Almond Hair Oil

18. Vatika Enriched Coconut Hair Oil

19. Dabur Red Toothpaste

79


20. Dabur Babool Toothpaste

21. Dabur Babool Salt Toothpaste

22. Meswak Toothpaste

23. Promise Toothpaste

24. Dabur Lal Danth Manjan

25. Dabur Gulabari Rose Water

26. Gulabari Face Freshener

27. Gulabari Moisturising Cream

28. Gulabari Moisturising Lotion

29. Fem Fairness Bleach

30. Fem Gold Bleach

31. Fem Herbal Bleach

32. Sanifresh Shine

33. Odonil Aerosol Spray

34. Odonil Occasions

35. Odopic Kitchen Dish Cleaner

36. Dabur Uveda 2 in 1 Mosturiser

37. Uveda Clarifying Face Wash

38. Uveda Complete Fairness Cream

39. Uveda Moisturising Face Wash

40. Oxylife Facial

41. Oxy Bleach

42. Real Activ

43. Active Antacid

80


44. Badam Oil

45. Balm Double Action

46. Balm Strong

47. Bursst

48. Capsico

49. Nutrigo

50. Dazzl

51. Hingoli

52. Hommade

53. Janma Ghunti

54. Lemon Fizz

55. Lemoneez

56. Nature Care

57. Odomos Naturals MR Cream

58. Odomos Naturals Rose MR Cream

59. Odomos Mosquito Repellent Cream

60. Odomos Macchar Lotion

61. Odomos Mosquito Repellent Spray

62. Sat Isabgol

63. Shanka Pushpi

64. Shilajit Gold

65. Super Thanda Oil

81


Puneeth Kamath, a student of TYBMS in Viva College of Arts, Commerce and Science, Virar

(West) has visited our retail store on:

Date: .................................. Day: ................................... Time: ..................................

For details for his project report on ‘A study of marketing strategies adopted by Dabur India

Limited in Virar region’.

Signature Seal of Retail Store

______________________

****************

82


Secondary Data

http://www.dabur.com/About%20Dabur

http://www.dabur.com/Media-Corporate%20Profile

http://www.nseindia.com/live_market/dynaContent/live_watch/get_quote/GetQuote.jsp?symbol=DABUR&illiquid=0

http://www.bseindia.com/stock-share-price/dabur-india-ltd/dabur/500096/

http://www.dabur.com/About%20Dabur-Founder%20and%20Leaders

http://www.dabur.com/About%20Dabur-Addresses

http://www.dabur.com/About%20Dabur-Core%20Values

http://www.dabur.com/About%20Dabur-Strategic%20Intent

http://www.dabur.com/About%20Dabur-History

http://www.dabur.com/About%20Dabur-Leaders

http://www.dabur.com/About%20Dabur-Founder%20and%20Leaders

http://www.dabur.com/Media-Board%20Of%20Directors

http://www.dabur.com/About%20Dabur-Dr.%20Anand%20Burman

http://www.dabur.com/About%20Dabur-Mr.%20Amit%20Burman

http://www.dabur.com/About%20Dabur-Mr.%20P.%20D.%20Narang

http://www.dabur.com/About%20Dabur-Mr.%20Sunil%20Duggal

http://www.dabur.com/About%20Dabur-Mr.%20Mohit%20Burman

http://www.dabur.com/AboutDabur-Mr.SaketBurman

http://www.dabur.com/About%20Dabur-Mr.%20Bert%20Paterson

http://www.dabur.com/About%20Dabur-Mr.%20P.%20N.%20Vijay

http://www.dabur.com/About%20Dabur-Mr.%20R%20C%20Bhargava

http://www.dabur.com/About%20Dabur-Dr.%20S.%20Narayan

83


http://www.dabur.com/AboutDabur-Dr-Ajay-Dua

http://www.dabur.com/AboutDabur-S-K-Bhattacharyya

http://www.dabur.com/Products-Health%20Care

http://www.dabur.com/Products-Personal%20Care

http://www.dabur.com/Products-Foods

http://www.dabur.com/Products-Home%20Care

http://www.worldspace2008.com/modern-and-effective-marketing-strategy

http://www.infotoday.com/mls/mmix

https://www.kentico.com/Product/Resources/Quick-Start-Guides/Kentico-EMS-Marketing-

Segmentation-Quick-Start-Gui/Segmentation

http:// www.learnmarketing.net/targeting.htm

www.boldhorizon.co.nz/market-positioning.php

http://www.theoutsourceblog.com/2013/05/immigration-reform-stand-down-it-lobbyists/

http://shinedeals.com/dabur-babool-maha-bachat-pack-200gm-100gm-1-binaca-toothbrush-

of-worth-rs-60-just-at-rs-38-only/

http://stuff2india.in/2013/01/21/dabur-gulabari-pearl-fairness-moisturising-lotion-50-

mlrs19shopclues/

http://bollywoodcinemastills123.blogspot.in/2012/10/riteish-mahima-at-2nd-vasai-virar.html

http://www.udaipurtimes.com/star-hunt-organized-at-celebration-mall-by-dabur/

http://www.zimbio.com/Nepal/articles/24NKqwFlA7N/Dabur+not+sponsor+Miss+Nepal

http://www.dabur.com/hommade/Terms-Condition.html

http://www.rangdeindia.jp/detailnews/sitenews/todays-feature/dabur-babool-holds-oral-

health-campaign/42486

84


http://www.jagsols.com/Projects/Activating-Emerging-India/Dabur-Chyawanprash-

Roadshow.htm

http://network2media.com/index.php?option=com_content&view=article&id=2479:the-

zebras-innovates-to-draw-youth-to-daburs-real-activ&catid=5:news&Itemid=3

http://www.afaqs.com/news/story/28485_Odomos:-Giving-a-slip-to-mosquitoes

http://www.newswala.com/India-National-News/Dabur-Babool-holds-oral-health-campaign-

in-Kolkata-schools-42473.html

http://www.network2media.com/index.php?

option=com_content&view=article&id=5279:jagran-solutions-executes-aao-payen-chaen-ki-

neend-aur-khushal-zindagi-campaign-for-daburs-odomos-&catid=5:news&Itemid=3

http://www.poweringbrands.com/2012_03_01_archive.html

http://www.afaqs.com/news/story/29089_Dabur-Chyawanprash:-Keeping-the-doctor-at-bay

http://www.network2media.com/index.php?

option=com_content&view=article&id=8133:jcdecaux-innovates-to-promote-dabur-

oxylife&catid=5:news&Itemid=3

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