Professional Documents
Culture Documents
Submitted by: -
PALASH ROY
PGDM 3RD SEM, (BATCH 2008-10)
Enrollment No: PG2K8 133
Email- palash.roy26@gmail.com
Submitted to:-
CERTIFICATE
Date:
ACKNOWLEDGEMENT
PREFACE
Management training has gained rapid importance only recently. Management was
previously considered as an inborn art or talent. But in todays fast developing
word this view has been abandoned.
To develop managerial capabilities and to supplement their theoretical knowledge
with practical experience, the management students are required to go training in
business organization.
This study would not only help me as a management student to gain a deep insight
of how an organization works but also practical usage of all management
techniques that I have learnt during the course of my study. This project would also
help me analyze the difference between the organizational realities and the theories
that have been taught in my academic session and also gave me a real experience
of the corporate world let me better understand how it function. It also taught me
how to take every experience in the right and learn from each one. Finally the
analysis feasible to be put to test in real life situations. I shall consider all my hard
work worthwhile if this endeavor of mine is able to satisfy all those concerned and
proves useful to anyone or for any further study in the future.
PALASH ROY
CONTENTS
1. ACKNOWLEDGEMENT
2. EXECUTIVE SUMMARY
3. OVERVIEW OF FMCG SECTOR IN INDIA
4. ABOUT DABUR
PRODUCT LINE
SWOT ANALYSIS OF DABUR
THE MARKETING MIX ANDSELLING PROCESS
5. THE MARKETING MIX
6. OBJECTIVE OF THE STUDY
7. RESEARCH METHODOLOGY
8. DATA ANALYSIS
9. RECOMMENDATIONS
10.COMPETITOR ANALYSIS
11.CONCLUSIONS
12.BIBLIOGRAPHY
13.QUESTIONNAIRE
1.
EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash. Pioneering role that it has
played in the evolution of the categories it has had a presence in. Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent. In 50s Dabur pioneered the concept of branded Chyawanprash
and since has invested heavily in product development, clinical studies and
consumer awareness. The product is essentially a health supplement.
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd, but is an attempt to analyse the marketing mix of
Dabur
Chyawanprash.
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis, Ansoffs Product Matrix Expansion Grid, SWOT Analysis etc.
This analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles.
competition
unorganised
segments
between
and
the
low
organised
operational
and
cost.
and has a strong middle class base of 300 million.Around 70 per cent of the total
households in India (188 million) resides in the rural areas. The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10. This presents the largest potential market in the world. The annual
size of the rural FMCG market was estimated at around US$ 10.5 billion in 200102. With growing incomes at both the rural and the urban level, the market
potential is expected to expand further.
Rural-urban profile
Urban
Rural
53
69
28
3,768
1
135
153
72
627,000
3.3
ABOUT
DABUR
A.COMPANY OVERVIEW
Over its 120 years of existence, the Dabur brand has stood for goodness through a
natural lifestyle. An umbrella name for a variety of products, ranging from hair
care to honey, Dabur has consistently ranked among Indias top brands. Its brands
are built on the foundation of trust that a Dabur offering will never cause one harm.
The trust levels that this brand enjoys are phenomenally high. While Ries and
Trout may ask What does Dabur stand forshampoo or digestive tablets? The
answer is fairly simple, it stands for Indias fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally, and
which has an annual turnover of over Rs 15 billion.
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle, while managing not to alienate earlier
generations of loyal customers.
Dabur is an investor friendly brand as its financial performance shows. There is an
abundance of information for its investors and prospective information including a
daily update on the share price (something that very few Indian brands do). Theres
a great sense of responsibility for investors funds on view. This is a direct
extension of Daburs philosophy of taking care of its constituents and it adds to the
sense of trust for the brand overall.
B.
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status. Our story of
success is based on dedication to nature, corporate and process hygiene, dynamic
leadership and commitment to our partners and stakeholders. The results of our
policies
and
initiatives
speak
for
themselves.
Wide and deep market penetration with 47 C&F agents, more than 5000
distributors and over 1.5 million retail outlets all over India
C.
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
Ayurvedic medicines
1900s
1919 Establishment of research laboratories
1920 Expands further
1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.
1972 Shift to Delhi
Sahibabad factory / Dabur Research
1979
Foundation
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
Dabur crosses $2 Bin market Cap, adopts
2006
US GAAP
Approves FCCB/GDR/ADR up to $200
2006
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
D.
Founding Thoughts
"What is that life worth which cannot bring comfort to others"
The
doorstep
'Daktar'
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 traveled, 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 The mission continues...
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.
E.
"Dedicated to the health and well being of every household"
People are our most important asset. We add value through result driven
training, and we encourage & reward excellence.
recognizing risks.
F.
Milestones to success
Dabur India Ltd. made its beginnings with a small pharmacy, but has continued
to learn and grow to a commanding status in the industry. The Company has gone
a long way in popularising and making easily available a whole range of products
based on the traditional science of Ayurveda. And it has set very high standards in
developing products and processes that meet stringent quality norms. As it grows
even further, Dabur will continue to mark up on major milestones along the way,
setting the road for others to follow.
1884 - Established by Dr. S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First R&D unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation.
It is the first Company to provide health care through scientifically tested and
automated production of formulations based on our traditional science.
1930 - Automation and upgradation of Ayurvedic products manufacturing
initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda
Dabur introduces Indian consumers to personal care through Ayurveda, with
the launch of Dabur Amla Hair Oil. So popular is the product that it becomes
the largest selling hair oil brand in India.
G.
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind. The
Board comprises of:
ViceChairman
Chairman
Dr. Anand
Mr. Amit
Burman
Burman
Duggal
Independent Directors
His
Highness
Maharaja
Mr. P N
Mr. R C
Vijay
Bhargava
Dr. S. Narayan
Chief Executive Officer Wimco continued till 1994, with a break in between
Dabur India Limited
and SBU-Head of the Family Products Division. In July 2000 Mr. Duggal was
appointed Director Sales and Marketing of Dabur India Limited. And in 2002, he
became the CEO of the Company - a professional with valuable experience to steer
the company ahead in its growth plans.
Spanning a career of over 20 years, Sunil Duggal has travelled widely across India
and handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends. He is well versed in the intricacies of India's
regional diversities and consumer needs.
Mr Duggal lives in Delhi with his wife and one child . Whenever he gets a break
from his official responsibilities, Mr. Duggal likes to spend time at home with his
family and an occasional round of golf.
H.
I.
When our Founder Dr. S. K. Burman first established Dabur, he had a vision that
saw beyond the profit motive. In his words, "What is that life worth which cannot
bring comfort to others." This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community.
Our major initiatives in the Social sector include:
Lines)
+91 (0120) 3001000 (30
Lines)
Kaushambi Corporate
Office
Registered Office
8/3,
Asaf
Ali
New
Delhi
Road,
110
002
K.
A special herbal health care and personal care range successfully selling in
markets of the Middle East, Far East and several European countries.
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement.
Export of food and textile grade natural gums, extracted from traditional plant
sources.
M. PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Health Supplements
Dabur Chyawanprash
Dabur Glucose D
Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care
Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi
Dabur Balm
Sarbyna Strong
Personal Care
Hair Care Oil
Oral Care
Babool Toothpaste
Skin Care
Gulabari
Vatika Fairness Face Pack
Ayurvedic Specialities
Ayurveda
Ayurveda Vikas
N.
Innovative Companies by a
Business Today-Monitor
Brands list
Group survey
Hajmola moves up
-- Hajmola, Dabur
Economic Times
Valuable Brands of
category
2008, released by
Dabur India Ltd has been ranked 28th in the list of India's Top 50 Most
valuable (Company) Brands by Brand Finance
named Best
Corporate Leader of
- Personal Care
Category at the
Leadership and
NDTV Profit
Excellence Awards
Business Leadership
Award 2008
India
'value'able CEOs by
Business World
__________________________________________________________________
_________
STRENGTHS
Strong presence in well defined
WEAKNESS
Seasonal Demand( like
Low Penetration(Chyawanprash)
High price(Vatika)
market(Vatika)
IT Initiatives
R & D a key strength
OPPORTUNITIES
Untapped Market(Chyawanprash)
THREATS
Existing Competition( like
Market Development
Export opportunities.
Innovation
Increasing income level of the
middle class
Creating additional consumption
pattern
Product
Place
Target
Market
Price
Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner.
Price
List price
Place
Promotion
Channel members Advertising
Appearance
Discounts
Channel
Personal
Quality
Allowances
motivation
selling
Market coverage
Public
Packaging
Financing
Brand
Leasing
Warranty
Service/Suppor
options
Locations
Logistics
Service levels
relations
Message
Media
Budget
C&FA dose not have any process to play in the process of selling of dabur
foods products. They are just Clearing & Forwarding Agents they store the
manufacturing products and then supply it to stockiest.
Stockiest pay the money to dabur foods through demand draft.
Stockiest further sells the products to retailers.
Retailer finally sells the products to consumers.
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance: Dabur tries to make its products appear very attractive.
Quality: Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology.
Packaging: Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products.
Brand: Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India.
Warranty: Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product.
Service/Support: Dabur foods provide full support to its stockiest, retailers and
consumers, what so ever the problem is
Price
List price: Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest.
Discounts: There are different discounts for retailers, stockiest and consumer from
time to time.
Allowances: Special allowances are gicen to stockiest sales man if he acives his
targets.
Place
Channel members: Channel members or business partners of dabur are its
stockiest, retailers.
Channel motivation: Channel motivation for dabur is pull and push strategy.
Market coverage: 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.
Locations: Dabur foods try to cover or tries to place its products in each and every
shop and every location.
Promotion
Advertising: Dabur products are advertised through television, newspapers,
magazine etc.
Personal selling: Dabur hardly do any personal selling except in tent shows and
road shows. Same for less & more for same
Media: Media of promotion is TV, Radio, newspapers, magazine.
Budget: Budget is Decided by finance team for different strategic business unit.
Critique of selling
In theory, the purpose of selling is to help a customer realize his or her goals in an
economic fashion. However, in reality this is not always the case. Customers can
be influenced to purchase a product or service that initially was not of interest to
them. Some salespeople are trained in the art of selling customers things they don't
need.
Take for example the purchasing of a car: a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs, wants and budget. She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria. This can be a socially useful function; salespeople
have specialized knowledge of products that can help consumers make an informed
decision. However, a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford. In this context, the
salesperson may have usefully helped the customer re-evaluate her needs, thereby
establishing a new set of appropriate choices among which included the newer or
large car. This again would be a helpful and useful service provided by the
salesperson. However, it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact. On the other hand, the consumer in this scenario can be held partially
responsible for the inappropriate purchase; indeed, "A fool and his money are soon
parted." (P.T. Barnum, English proverbs)
B.
Channel Of Distributions
Manufacturing Plant
Stockist A
Retailers
Retailers
Stockist B
Retailers
Retailers
Stockist C
Retailers Retailers
CONSUMERS
The above diagram it shows channel of distribution of dabur foods, here first the
products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are
then further supplied to number of Stockiest or Distributors, from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them, this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order. From here the goods finally reaches to Customers. Customer purchases
the product from retailers.
This was the basic Channel of Distribution used by Dabur Foods, now I will throw
light on each channel of distribution of Dabur Foods.
A broader view sees a company at the center of a value network that includes
its suppliers, its immediate customers and their end customers. The value network
includes valued relations with others such as university researchers, government
approval agencies and so on.
MANUFACTURING PLANT:
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice & Coolers.
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested.
PROCUREMENT & TRANSPORT:
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different
personnel and coordinating this activity
PACKAGING:
Approval and coordination of
production unit
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them, so company has nothing to do in building the relationship with them.
Here C&FA keep or stock the goods with them.
They charge dabur for stocking the good and even dabur dont mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance.
For Ghazizbad, Meerut, Delhi NCR there is one C&FA whish is situated in
Mohan Nagar, here all goods which dabur foods hare kept here.
C.
STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns, C&FA supplies the goods to
them as per their order.
Stockiest has some sales men working under him, they are known as
stockiest sales man. Their work is to place the products in the market and
take order from retailers and then supply goods to them.
Sales man either take ready stock with them or they first take orders and
then supply goods later on.
There is a beat which is a schedule route of sales man, means sales man has
to daily cover the route as mention in the beat.
Merchandising, making products visible, pasting posters, putting banners,
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man.
Companies sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM & ZSM.
In Noida Dabur has 1 stockist, and in Ghaziabad 1
D.
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes.
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.
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.
E.
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail.
SCATTERED MARKET
Lesser no. of outlets, and
Extensive outlets
BLOCK MARKET
Large no. of retail outlets in chunk
SUPER MARKET
Through their superior information ,logistical systems and buying power deliver
good service and immense volumes of products at attractive prices.
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
7.
THE FUTURE FOR DABUR
Tapping the world markets : Dabur India, under its new brand
architecture, has five power brands under its portfolio with distinct
offerings Vatika, a herbal beauty brand with products like Vatika Shampoo,
Hair oil and Fairness Face pack; Dabur, the natural healthcare brand with products
like Chyawanprash and Pudin Hara; Hajmola, the tasty digestive brand with
Hajmola candy, Fun2 and Anardana Churna; Real which offers fruit beverages and
has products like Real Fruit juices, Lemoneez; and the recently launched Anmol
which is a cross category value-for-money brand. Dabur has decided to take two of
its five power brands Dabur and Vatika global through its Dubai-based arm
Dabur
India
And the Big B and Rani Mukherjee will help the company get a toehold in the
worlds herbal hair oil, shampoos and hair creams market. The Rs 1,232-crore
FMCG major has also decided to give a new impetus to its international food
supplement brand, Nature4u, by now launching it in the burgeoning Gulf
market. It is currently being sold only in UK and EU. We have drawn an
aggressive plan to launch Dabur and Vatika globally, starting from the Middle
East , GCC and SAARC countries. We expect our market share to double within
two years in the 10 countries we will focus on initially, said Mr Arvind Kumar,
CEO, Dabur International. The 10 top-of-mind markets for Dabur right now are
UAE, Saudi Arabia , Kuwait , Bahrain , Oman, Bangladesh, Pakistan , Egypt and
Nigeria.
To develop Dabur International as its major overseas hub to service all markets
honey
and
saffron
soap
is
currently
under
test
launch.
Research Methodology
Data collection
Sample unit:
1) working people (including men & women) & housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size:
1.
2.
3.
4.
5.
Retailer
:10%
Sampling techniques:
Judgmental sampling techniques used.
Sampling region:
Sampling region will be HAPUR of Uttar Pradesh.
Data collection method:
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.
8 DATA ANALYSIS
DABUR CHYAWANPRASH
1. AWARNESS LEVEL
2. PREFERRED BRAND
3.SATISFACTION LEVEL
9. FREQUENCY OF PURCHARE
10.
11.
RECOMMENDATIONS
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe, efficacious, natural solutions by synthesizing
the deep knowledge of ayurveda and herbs with modern science.
Vatika hair care centre: On the lines of Maricos Kaya Skin Clinic, Dabur
could start a venture called Vatika hair care centre which would provide total
hair care solutions. It could have hair care experts to solve hair
problems.Services could include dandruff treatment, straightening of hair,
treatment for split ends,etc.
COMPETITOR ANALYSIS
The key competitors of Dabur in the Chyawanprash segment are Baidyanath,
Zandu and Himani, which together with Dabur have about 85% of India's domestic
market.
Dabur is India's largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG. It was established in 1884, and had grown to a business level
in 2003 of about 650 million dollars per year, though only a fraction of that is
involved with Ayurvedic medicine. Dabur Chyawanprash (herbal honey) has a
market share of 61%.
We have tried to analyse the competition for Dabur in the Chyawanprash segment
as follows:
Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in
1917 in Calcutta, and specializes in Ayurvedic medicines, though it has recently
expanded into the FMCG sector with cosmetic and hair care products; one of its
international products is Shikakai (soap pod) Shampoo.Its Chyawanprash has a
market share of 10%.
Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named after
an 18th-century Ayurvedic. The company focuses primarily on Ayurvedic products
(in 1930, pharmaceuticals were added, but the pharmaceutical division was
separated off about 30 years later).
The Himani Group, founded in 1974, provides a diverse range of products, doing
110 million dollars of business annually, though only a portion is involved with
Ayurvedic products, through its Himani line; the company is mainly involved with
toiletries and cosmetics, but also provides Chyawanprash and other health
products.Its market share is 12%.
SEGMENTATION
TARGETING
POSITIONING
"Andar se strong: Dabur chyawanprash has the tag line "Andar se strong By
using a natural language instead of scientific language it is able to connect with the
consumers and is able to achieve a better positioning in the minds of the Indian
health conscious consumer. A category like Chyawanprash for instance needs to
understand that in employing the category language it loses any chance of
expressing its own benefit distinctively.
Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating
immune system, relieving stress, improving stamina, fighting aging through antioxidant property, improving lung function, fighting respiratory infections &
building resistance to disease. The brand conveys this health conscious holistic
view of the product.
Brand Trust: Over 100 years of Daburs experience in Ayurveda ensures
selection, processing and quality control of right herbs along with scientific and
clinical studies makes DCP a trustworthy offering for consumers. Consumers
view DCP as a product by a trusted brand and therefore do not need to think twice
before making a purchasing decision.
Product
Price
Promotion
Product
List Price
Variety
Discount
Quality
Financing
Design
Schemes
Features
Credit Terms
Brand
Advertising
Place
&
Promotion
Public Relations
Channels
Location
Inventory
Sponsorships
Internet
Marketing
Names
Services
C.
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering, pricing strategy, easy availability
and promotion campaigns. In the marketing mix of Dabur, we shall be discussing
the 4 Ps of marketing mix with respect to Dabur Chyawanprash. The mix shall be
analyzed as followed:
Product
Price
Place
Promotion
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent. In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development, clinical studies and consumer awareness. The
product is essentially a health supplement.
Known as the elixir of life, Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning. The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash
helps in stimulating immune system, relieving stress, improving stamina, fighting
aging through anti-oxidant property, improving lung function, fighting respiratory
infections & building resistance to disease. It is these properties that make Dabur
Chyawanprash a preferred choice for its users.
Ingredients of Dabur Chyawanprash
Vishwast
Amla,
Ashwagandha,
Hareetaki,
Dashmul,
Ghrit
health
beneficial
and
several
fortified
with
additional
herbs
like
Packaging:
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash.
Dabur continuously innovates the package and branding of its chayawanprash. It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India. Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador. It also
received Brand Relaunch of the Year award from IMA.
Available in:
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people.
1. One kilogram pack
2. 500 gram pack
3. 250 gram pack
PRICE
The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses
second degree price discrimination i.e more the quantity, lower the price.
1kg
Rs.195.00
500gms
Rs.110.00
250gms
Rs.
62.00
PRICE/QUALITY MATRIX
Price
Quality
High
Middle
Low
Luxury
Premiere
High
Segment
DABUR
Offering
CHYAWANPRASH
Overpriced
Average
Middle
Bargain
Make The
Low
Real
Sale
Unhappy Customers
and
Cheap
Goods
Run
PLACE
Dabur has a very wide distribution of its products through 1.6 million retail outlets
and 50 C & F agents all over India who distribute products to the retailers. A
distribution of C & F agents and manufacturing locations is given below.
Asia
Middle East
PROMOTION
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing.
Packed Chyawanprash followed by Amla, Ashwagandha, Hareetaki, Dashmul,
Ghrit and several
other herbs and herbal extracts. the market. The consumers patriotic love for tea
and coffee is unfared. Chyawanprash are yet to establish their supplement use in
the average household here in lies the great opportunities. Within the market, it is
safe to conclude that dabur has hit off ratherwell with the masses. dabur has
clearly lost it head start advantage and thereby acquiring just 35% of the market
share while others enjoys rest of the market share. This could be well attributed to
dabor successful ATA (Availability, Taste and Affordability) marketing module, the
attributes most rated by the consumers. Lack of publicity has hampered the growth
progress of
Chyawanprash and vatika hair oil brand .The brands such as that of
Chyawanprash by vednath,
made and also US food giantssDel Monte are ready to hit the Chyawanprash
market very soon.
As the strategies of the companies keeps on changing, be it in Chyawanprash
industry, a company has to create perceptions and cover them into realities. It is
an expensive proposition requiring huge expenditure on advertising, sponsorships
and media. Thus, the ideal company will be the one which combines the high end
technology with consumer insight.
As 16% of the excise duty is exempted on food products in this budget , Many
food companies including Dabur got benefited from it . On the analysis of survey it
was found that target Market of Chyawanprash want quality benefit rather then
Price benefit, so it is better to stress on quality rather than on decreasing price to
increase sales and profit. To increase market share Dabur should give slight price
benefit on Dabur brand so that customers of other Juice brand should switch from
other brand to Dabur brand .
BIBLIOGRAPHY
Books:
Marketing Management:Twelfth Edition Philip Kotler & Kevin Lane Keller
Websites:
www.google.com
www.dabur.com
www.tutor2u.net
www.brandchannel.com
www.blonnet.com
www.superbrandsindia.com
5
4.What are the primary reasons for which you use this particular brand?
Health
Brand Loyalty
Taste
Price
5.How did you get to hear about this brand?
TV
Internet
Word of Mouth
Print
6.If your brand is not available you would..?
Purchase another brand
Wait for it to be available
Go for a substitute
Buy what is offered by the retailer
250 gm
8.On what parameters do you choose this pack size?
Availability
Price
Family size
Storage
Must have
Price discount
Retail brand
Product quality
RETAILER QUESTIONNAIRE-DABUR CHYAWANPRASH
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to
study the consumer perception for the Chyawanprash category that we have chosen
to study.
Any information provided by you will purely and strictly be used for Academic
Purpose only.
1.Which brands of Chyawanprash do you stock?
Zandu
Himani
Baidyanath
Dabur
2.Out of these which are the most preferred?
Zandu
Himani
Baidyanath
Dabur
3.According to you what are the reasons for customers preferences?
Brand loyalty
Price
Availability
No reason
4.What is the profile of your typical consumer?
High income
Middle income
Low income
5.What schemes are you offered by the companies?
Price discounts
Buy one get one free
Others
6.What schemes does a consumer prefer most?
Price discounts
Buy one get one free
Others
7.According to you, does in-store advertising have an affect on the
consumers preference?
Yes
No
8.Does a change in price affect their preferences?
Yes
No
9.
In how many days you receive the product after placing the order?
a. One week
b. Two weeks
c. Monthly