A

Synopsis

Of the dissertation topic on

MARKET EXPANSION STRATEGY OF

DABUR WITH SPECIAL REFERENCE TO
DABUR CHYAWANPRASH FOR RURAL
MARKET, HAPUR

Submitted by
Submitted to

PALASH ROY
Prof. GOVIND NATH
PGDM 3RD SEM, (BATCH 2008-10) PROFESSOR

Enrollment No: PG2K8 133 ITS,

GHAZIABAD

Email- palash.roy0@gmail.com Email-

nathgovind@rediffmail.com

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 Introduction

Established in 1884, Dabur India Ltd is the largest Indian FMCG and Ayurvedic
products company. The group comprises Dabur Finance, Dabur Nepal Pvt Ltd, Dabur Egypt
Ltd Dabur Overseas Ltd and Dabur International Dabur Overseas Ltd and Dabur
International Ltd. The product portfolio of the company includes health care, food products,
natural gums & allied chemicals, pharma, and veterinary products. Some of its leading brands
are Dabur Amla, Dabur Chyawanprash etc.
The Indian rural market with its vast size and demand base offers a huge
opportunity for investment. Rural India has a large consuming class with 41 per cent of
India's middle-class and 58 per cent of the total disposable income. With population in the
rural areas set to rise to 153 million households by 2009-10 and with higher saturation in the
urban and small town penetration. Better infrastructure facilities will improve their supply
chain. FMCG sector is also likely to benefit from growing demand in the market Because of
the low per capita consumption for almost all the products in the country, FMCG companies
have immense possibilities for growth.
Rural marketing involves the process of developing, pricing, promoting,
distributing rural specific product and a service leading to exchange between rural and urban
market which satisfies consumer demand and also achieves organizational objectives.

The objective of rural marketing in the current phase is the improvement of the
quality of life by satisfying the needs & wants of the customers, not through attend-alone
products or services, but by presenting comprehensive & integrated solutions which might
involve a set of inter-related products & services.

Till recently, the focus of marketers in India was the urban consumer and by large
number specific efforts were made to reach the rural markets. But now it is felt that with the
tempo of development accelerating in rural India, coupled with increase in purchasing power,
because of scientific agriculture, the changing life style and consumption pattern of villagers
with increase in education, social mobility, improved means of transportations and

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communication and other penetrations of mass media such as television and its various
satellite channels have exposed rural India to the outside world and hence their outlook to life

has also changed. Because of all these factors, rural India in now attracting more and more
marketers.

Fast moving consumer goods (FMCG) are popularly named as consumer

packaged goods. Items in this category include all consumables (other than groceries/pulses)
people buy at regular intervals. The most common in the list are toilet soaps, detergents,
shampoos, tooth paste, shaving products, shoe polish, packaged food stuff, household
accessories, extends to certain electronic goods. These items are meant for daily or frequent
consumption & have a high return.

FMCG companies maintain intense distribution network. Companies spend a large

portion of their budget on maintaining distribution networks. New entrants who wish to bring
their products in the national level need to invest huge sums of money on promoting brands.
Manufacturing can be outsourced. A recent phenomenon in the sector was entry of
multinationals and cheaper imports. Also the market is more pressurized with presence of
local players in rural areas and state brands.

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 Objectives of the Study:-

• To understand the demand pattern of Dabur Chyawanprash products in the rural

market.
• To know the amount of household income spent on the consumption of FMCG
products of Dabur.
• To understand the image of the products in the eyes of the consumers.
• To analysis market petition strategy of Dabur for rural market.

Research Methodology

Data collection
Sample unit:
1) working people (including men & women) & housewife
2) college students
3) school students
4) senior citizens

Sample size:

1. working people & housewife: 32%

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 2. college students: 29%
3. school students: 23%
4. senior citizens: 16%

Sampling techniques:

Judgmental sampling techniques used.

Sampling region:

Sampling region will be HAPUR of Uttar Pradesh.

Data collection method:

1. Primary data: It will be collected with the help of a self administered questionnaire.
2. Secondary data: it will be collected with the help of books, research papers,
magazines, news papers, journals, internet, etc.

Research instruments:

Questionnaire design:
As the questionnaire is self administrated one, the survey will be simple and user friendly.
Words used in questionnaire will be readily understandable to all respondent. Also technical
jargons will be avoided to ensure that there is no confusion for respondents.

Data Analysis: - Data analysis will be done with the help of MS Excel and SPSS Software.

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