Dhananjay's Presentation

8/3/2019 Dhananjay's Presentation

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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


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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


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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.


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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


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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


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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.


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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.


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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


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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.


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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


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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.


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OILS AVAILABILITY (piece/retailer)

NAME CATEGORY


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.


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COCONUT OILS AVAILIBILITY (piece/retailer)

NAME CATEGORY


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.


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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.


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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


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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

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