MARKETING PROJECT

ON

DAB UR HAJMOLA

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 OBJECTIVES OF THE
PROJECT
 To know the market share of Dabur Hajmola in the area
of Gurgaon.

 To compare how Dabur Hajmola sells in the market as

compared to other Digestive and Confectionary
manufacturing organizations and to identify areas of
improvement.

 Identify the major factors which contribute to motivate

the distributors & retailers to sell more quantity of
Dabur Hajmola.

 To know consumer behaviour about our product- Dabur

Hajmola.

 To design a proper strategy in order to improve the

market share of Dabur Hajmola by at least 20% or
enhance the market size. 2
 Sources of Data

Primary Data:
 Retail Audit
 Consumer Survey

Secondary data:

 Business magazines
 Internet

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 Sample Framework
Region: Gurgaon
Retail Audit

Outlet Type Zone-wise

•Provisional Stores/Kirana shops
• North Zone
•General Store
•Departmental Stores • South Zone
•Chemists/ Medical Stores • East Zone
•Bakery Shops
• West Zone
•Sweets Corner
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•Canteen of institutes.
 Sample Framework

Consumer Survey

Businessmen or Students
Housewives Salaried
Self- Employed
Persons
Persons

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 Constraints
• Some of the retailers were disinterested in
sharing the information about sales etc.

• Since the area was small there were many

representations from one area and sometimes
a few from other.

• Some of the consumers were disinterested in

giving the responses and some were unable to
come out with appropriate responses as it is a
product in Low Involvement category.

• Our sample is not completely representative of

the whole population i.e. Gurgaon as there
exist certain areas wherein there are no shops
and stores.
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Dabur :120 Years of Celebrations

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8
Contribution of Product Categories Of Dabur

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 Product Under Study
HAJMOLA TABLETS
Originally Ayurvedic digestive medicine. First
to be branded as a product. Mix of traditional
Indian culinary herbs, spices and edible
salts.
Health Benefits
- Eases condition of flatulence
- Controls Dyspepsia
- Increases appetite
- Helps in proper digestion and relieves
indigestion

HAJMOLA CANDY
The zingy tangy candy that's fun to
have any time of the day. And
what's more, it gets your digestive
juices working better. That's a great
way to enjoy while staying healthy –
with Hajmola Candy's khatta
meetha taste and 4 fun-filled
10
flavours
 Product Under Study

HAJMOLA FUN 2 CANDY

Hajmola Candy brings in an
innovative and exciting offering
in the confectionary category-
Hajmola Fun2Candy.
“A centre filled candy 2 times
masty and 2 times the taste.”

HAJMOLA MAST MASALA

Hajmola Mast Masala is a chaat
masala with dual benefit. It has
a chatpata taste with the
benefits of good digestive
element

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 Product Under Study

HAJMOLA YUMSTICK
Hajmola Yumstick has a
yummy taste of Aam and
Imli in a convenient stick
format.
It contains mango pulp,
imli pulp, mixed spices
and citric acid.

HAJMOLA ANADANA
Hajmola Anardana Churan,
with its unique chatpata
taste and do good
properties, is the first
branded churan in the
market.
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 Competition Analysis

**Dabur has products- Hajmola Mast Masala and Hajmola

Yumstick but as they are not available in Gurgaon so we
have not taken it into consideration.

Major Competitors:
ITC, S.S.G. Pharma, Divya Pharmacy and Anil Foods 13
SWOT ANALYSIS OF DABUR

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 Retail Survey Analysis

Market Share of Dabur Hajmola

(Competition-wise)

Market Share of Dabur Hajmola

0%
1%
5% 1%
Dabur
ITC
S.S.G. Pharma
Divya Pharmacy
Anil Foods

93%

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 Retail Survey Analysis

Distribution of market share of Dabur

Hajmola among its varients

Diatribution of Market Share of Dabur Hajmola

among its varients

3% 4%

Hajmola Tablets
47%
Hajmola Candy
Hajmola Fun 2 Candy
46% Hajmola Anardana

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 Retail Survey Analysis

Market Share of Dabur Hajmola (Area-wise)

Distribution of Dabur Hajmola (Area-wise)

8% 16%
2%2%
Old Gurgaon
Palam Vihar
(
Sector 14
Sector 4-5
South City

72%

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 Retail Survey Analysis

Market Share of Dabur Hajmola (Zone-wise)

Distribution of Dabur Hajmola (Zone-wise)

2% 8%
18%

East Zone
South Zone
North Zone
West Zone

72%

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 Retail Survey Analysis

Market share of Dabur Hajmola

( On the basis of type of outlet it is available in)

Availability of Dabur Hajmola

Departmental Store
Medical Store
2% 2% 2% 2% 24%
General Store
Kirana Shops
Bakery Shops
Sweets Ssops
48% 20%
Canteen of Institutes

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PRODUCT/MARKET PROFITABILITY

DABUR
HAJMOLA

DIVYA S.S.G.
PHARMACY PHARMA

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COMPETITIVE ADVANTAGE

DABUR
HAJMOLA

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Consumer Survey Analysis

Factors Influencing Customers Purchase

Decision

30% 25%
25%
20% 16% 15%
15% 12% Series1
10% 10%
10% 6% 6%
5%
0%

Taste

Price
Brand

Advertising

Availability
Packaging
Ingredients

Endorsement

Easy
Celebrity
Main

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Consumer Survey Analysis
Brand Loyalty towards Dabur

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PRODUCT LIFE CYCLE/
CUSTOMER’S LOYALTY

DABUR
S.S.G. HAJMOLA
PHARMA
DIVYA
PHARMACY

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TENDENCY TO BUY

DABUR DABUR
HAJMOLA- HAJMOLA-
PRESENT FUTURE

DIVYA
PHARMACY

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 Present Performance Of
Dabur Hajmola
PRODUCT

• Dabur Hajmola has a very broad product

line.

• Dabur Hajmola offers various new and

innovative variants in its product line.

• Dabur Hajmola is famous for its traditional

Indian Culinary mix of herbs and spices that
helps in easing condition of
flatulence, Controlling Dyspepsia, and
increasing appetite. It also helps in proper
digestion and relieves indigestion.
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PRICE

• Dabur Hajmola is a low-priced product.

• Dabur Hajmola tablets are preferred by
consumers of all age groups and consumers
belonging to 35 plus age group consume it on
daily basis.
• Dabur Hajmola Candy and Yumstick if famous
among children as it is low-priced and can be
bought in quantities with their pocket money.

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PROMOTION
• Dabur Hajmola has different promotional strategies
for its different products.
• Dabur Hajmola Tablets are promoted on Health
platform as an Ayurvedic and Digestive tablets.
• Dabur Hajmola Candy, Yumstick and Anardana are
promoted on Taste platform as zingy and tangy
products.
• Dabur Hajmola Mast Masala is being promoted on
dual-benefit i.e. Digestive and Tasty.
• The company uses Amitabh Bachchan as its brand
ambassador and tries to cash in on his popularity.
Promotion on mass media such as television is done
by the company centrally.

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PLACE
Dabur Hajmola’a Supply Chain Flow Chart

Dabur Hajmola tablets and Hajmola Candy have a very

strong distribution in Gurgaon but its other brands viz.
Hajmola Mast Masala and Yumstick are not at all available in
Gurgaon. Hajmola Anardana and Hajmola Fun2Candy 29 are
somewhat weak in their distribution.
BCG Matrix

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 STRATEGIES FOR INCREASING
MARKET SIZE

PRODUCT
• Providing new variants of Dabur Hajmola Tablets in
form of new flavors, namely Tablets with Aijwan &
Black Salt as ingredients. These offerings would be
unique for Dabur Hajmola and can boost its stagnant
growth in the Digestive segment.

• We are planning to introduce Dabur Hajmola Amla

Candy. These candies will help in blood purification,
improving the eye sight, hair strengthening and proper
digestion. These will be targeted towards consumers in
the age group of 35 and above.

• Dabur Hajmola Anardana will be supplied in the form of

small sachets.
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 STRATEGIES FOR INCREASING
MARKET SIZE

PRICE
• Dabur Hajmola Anardana sachets will be priced
at Re. 1 per sachet.

• Dabur Hajmola Amla Candy will be provided in

pack size of 500 gms priced at Rs. 50 and 1 kg
priced at Rs. 95.

• Dabur Hajmola Tablets in the flavours of Aijwain

and Black Salt will be priced at Rs. 20 for 110
tablets.
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 STRATEGIES FOR
INCREASING MARKET SIZE
PLACE
• Provided as a replacement or complement with mouth
refreshments in restaurants/food chains.

• Can be placed at Cash or Delivery Counters in

Showrooms/Malls..

• Provided to licensed Ice-Cream Vendors.

• Supplied to Low cost Airlines/Railway Catering

Agencies.

• Enhance the shelf space of Hajmola Mast Masala and

Hajmola Yumstick

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 STRATEGIES FOR
INCREASING MARKET SIZE
PROMOTION
• Promotion in Cartoon Channel
and other children related
programmes.

• Endorsements by health care

professionals.

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