Post on 06-Apr-2018
8/3/2019 Dhananjay's Presentation
1/16
UNDER THE GUIDANCE OF
MR:AZAHAR KHAN
Assistant professor of
Management Department
SUBMITTED BY
DHANANJAY
MBA (2009-2011)
ROLL NO:09290500019
Presentation
OnPROJECT REPORT
of
Comparative study
OF
DABUR PRODUCTSSUBMITTED FOR THE AWARD OF
MASETER OF BUSINESS A DMINISTRATION
8/3/2019 Dhananjay's Presentation
2/16
Objective ofStudy
Identify the competitive products and market study at different level
To know consumer buying behavior
To understand the market segmentation of the product
Project helps to understand marketing strategies decision by DABUR
INDIA LTD to capture the market
To know the market share of the company
8/3/2019 Dhananjay's Presentation
3/16
About The TopicMARKETING STRATEGY
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 strategiesdesigned to meet the value requirements of the customers in each market
target.
8/3/2019 Dhananjay's Presentation
4/16
SCOPE OF THE STUDY
We intend to significantly accelerate profitable growth. To do this, wewill:
Focus on growing our core brands across categories, reaching out to
new geographies, within and outside India, and improve operational
efficiencies by leveraging technology
Provide our consumers with innovative products within easy reach
Build a platform to enable Dabur to become a global ayurvedic leader
Be a professionally managed employer of choice, attracting,
developing and retaining quality personnel
Be responsible citizens with a commitment to environmental
protection
8/3/2019 Dhananjay's Presentation
5/16
RESEARCHMETHODOLOGY
Research methodology is a way to systematically solve the research problem .It
may be understood as a science of studying how research is done scientifically.
In research methodology we not only discuss the research but also the consider
the logic behind the methods.
Pramary DataPersonal individual interview and survey method was opted for this
research work, as it is the most flexible method of all.
Secondary DataCompany brochures
CatalogsInternetNewspaper
8/3/2019 Dhananjay's Presentation
6/16
Limitations of study
1. 1. The research process was time consuming and little expensive as well.
2. The sources of data collection were limited.
3. It was difficult to complete a study of this nature and to study all the aspects of the problem
within period of two months.
4. The time factor is important.
8/3/2019 Dhananjay's Presentation
7/16
Chairman
Dr. Anand Burman
Vice-Chairman
Mr. Amit Burman
About Dabur:DaburIndia Limited is one of the leading FMCG company in India.
Founded by S.K Burman in 1884, it is India s most recognized herbal
specialist company and a trusted name in the field of natural and herbal
healthcare worldwide.
Building on a legacy of quality and experience for over 100 years,
Dabur has powerful brands in diverse categories of health and
personal care such as Dabur Chyawanprash, Dabur Amla, Vatika, and
Hajmola, Anmol & Real. The company has a wide distribution network,covering 1.5 million retail outlets, with a high penetration in urban and
rural areas.
8/3/2019 Dhananjay's Presentation
8/16
The Uttarakhand facility manufactures a range of healthcare and
personal care products like Hajmola, Dabur Amla Hair Oil, Vatika
Hair Oil, Chyawanprash, and other Ayurvedic medicines.
The plant, spread over 17.5 acres and covering almost 2.5 lakh sq ft
area, was set up with an investment of Rs 42 crore started
construction onMarch 14, 2004 and commenced production with
the first batch of Dabur Amla rolling out from the plant on July 2,
2004. Other products were subsequently added to the
manufacturing range.
DaburIndia has ten manufacturing units in India and five
manufacturing facilities abroad - Dubai, Egypt,Nigeria, Nepal and
Bangladesh
8/3/2019 Dhananjay's Presentation
9/16
SHAMPOOS AVAILABILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
VATIKA 100 130 70HEAD & SHOULDERS 70 130 100
PANTENE 65 145 90
SUNSILK 70 140 90
0
20
40
60
80
100
120
140
160
VATIKA H & S PANTENE SUNSILK
1 TO 3
4 TO 6
MORE THAN 6
3-D Column 5
Most of the retailers stock 4 to 6 pieces of each brand of shampoos.
8/3/2019 Dhananjay's Presentation
10/16
0
20
40
60
80
100
120
140
160
180
BINACA COLGATE PEPSODENT ORAL B AQUAFRESH
1 TO 12
20
30
M. T.30
Mostly retailers prefer to stock 20 to 30 pieces of each of the brands. Very few retailers
are there who stock the binaca toothbrushes as compared to the other toothbrushes.
TOOTH BRUSHES AVAILIBILITY (piece/retailer)
NAME 1 TO 12 20 30 MORE THAN 30
BINACA 15 NILL NILL NILL
COLGATE 50 180 100 NILL
PEPSODENT 50 180 70 NILL
ORAL B 30 120 50 100
AQUAFRESH 30 120 50 100
8/3/2019 Dhananjay's Presentation
11/16
TOOTH POWDER AVAILBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6
BINACA 4 NILLCOLGATE 10 NILL
0
1
2
3
4
5
6
7
8
9
10
BINAKA COLGATE
1 TO 3 4 TO6
Although there are very less number of retailers stocking the tooth powders but in those who do they
prefer to stock the Colgate tooth powder in comparison to Binaca tooth powder.
8/3/2019 Dhananjay's Presentation
12/16
OILS AVAILABILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
AMLA LIGHT 80 120 100
KEO - KARPIN 90 120 90
HAIR & CARE 100 120 80
0
20
40
60
80
100
120
AMLA LIGHT KEO KARPIN HAIR& CAIR
1 TO 3
4 TO 6
MORE-6
Most of the retailers prefer to stock 4 to 6 pieces of each of the brands.
8/3/2019 Dhananjay's Presentation
13/16
COCONUT OILS AVAILIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
VATIKA 90 140 60
PARACHUTE 60 80 160
0
20
40
60
80
100
120
140
160
VATIKA PARACHUTE
1 TO 3
4 TO 6
MORE- 6
Most of the retailers prefer to stock less pieces of Vatika hair oil in comparison to the
Parachute hair oil.
8/3/2019 Dhananjay's Presentation
14/16
Findings
In case of Availability and Visibility of Vatika shampoo as compared to
Head & Shoulders, Pantene and Sunsilk Vatika have an average position
in the market and same is with the Amla light hair oil in comparison to
Keokarpin and Hair & Care.
In the category of coconut oils we found that normally retailers stock
Parachute in large quantities as compared to Vatika Hair Oil.
In the case of tooth powders there were very less retailers stocking them
as they are in very less demand amongst the people in the respective
areas which we covered, in this too Colgate had an upper hand over
Binaca.
In toothbrushes category,Binaca is not as commonly stocked as
compared to Aquafresh, Oral B, Colgate and Pepsodent.
In the food section Roohafza is in more demand amongst the consumers
as compared to sharbate azam.
8/3/2019 Dhananjay's Presentation
15/16
CONCLUSIONWe surveyed around 60 retailers covering some of the Rudrapur area & Haldwani.
Among the 100 retail stores we covered we found that around 97% of the retailstores stock Dabur products, that means that Dabur has a good reputation in the
eyes of the consumers.
While noting the name of the stockiest we found that mostly there exists only one
stockiest for a particular area.
Regarding the service provide by the Dabur to its retailers we found that the Dabur
personnel mostly visits most of the retailer on weekly basis
8/3/2019 Dhananjay's Presentation
16/16
RECOMMENDATIONSDabur should adopt an extensive push marketing strategy for all it's
products and extensive advertising for products namely Vatika Hair oil,Amla Light andBinaca toothpowder andBinaca Toothbrush.
Dabur should ask their distributors for providing higher margins to the
Retailers so they can be asked to push Dabur products.
Company should be motivated channel of distribution more &more.
Company should be focus on advertisement activity more & more.
Company are also use popular advertising model so that the sale of the
company increase more