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ON
Submitted for the partial fulfillment of the Fourth Semester project training
For
CONDUCTED BY
(SESSION 2008-2010)
To understand the Repositioning pattern of Dabur and to develop & exchange new
ideas that generates a new outlook in this perspective.
So I am heartily obliged to all these persons who gave me their precious time
& made available useful data, guideline & direction at the right time to complete this
study on the Repositioning At Dabur
Preface
Dabur India, last year, had acquired the entire promoter stake in
three Balsara companies - 99.4 per cent in Balsara Hygiene Products; 100
per cent in Balsara Home Products; and 97.9 per cent of the shareholding
in Besta Cosmetics Limited – for Rs 140 crore and these companies were
absorbed as subsidiaries in Dabur India as part of integration.
With this decision to merge, all Balsara brands - like Promise, Babool, &
Meswak in Oral Care; Odomos in mosquito repellents; Odonil, Odopic in
Household products - its offices and manufacturing facilities in Silvasa,
Kanpur, Baddi – will now be rolled into Dabur India.
Major categories in traditional formulations
include:
- Asav Arishtas
- Ras Rasayanas
- Churnas
- Medicated Oils
The company goes through this strategic intent for individual branding
Focus on growing our core brands across categories, reaching out to new
geographies, within and outside India, and improve operational
efficiencies by leveraging technology.
People are most important asset. The company ads value through result
driven training, and it encourage & reward excellence.
Limitations:-
2. It has been done only on the few Research methods for instance :-
Universe and survey population and Profile of the company etc.
3. The project has been done in short period of time i.e why there is only
a brief, further aspects like Sales promotion, Advertising etc could not
be study and analysis has been done about Consumer Behavior.
Significance
- The study also explains that what types of products and services
provided by the dabur.
Research Methodology
Research methodology adopted lays the foundation ,build
database & furnish information for analysis in order to accomplish to
objectives of the research. The methodology adopts involves various
section as follows.
a. Universe & survey population
b. Profile of the Organization.
c. Sampling design.
d. Data collection & its methods.
e. Tabulation & Analysis.
Sampling design –
questionnaires.
1. Surveys.
2. Observation.
3. Experiments.
different ways:
1. Personal Interview.
2. Mail Questionnaires
Sample size:
I have taken 200 consumers i.e. (Random survey), 10 institutions and 20
Hotels in Gaya city.
Data Collection
There are two types of data were collected: -
1 Primary data.
2 Secondary data.
ORGANILAIONAL SET-UP
. The organization has chairman who is associated by the Board of
Directors. The organization is headed managing director next after the
General Manager. There are six major departments & these are.
Personnel, Finance, Marketing, Purchase, Procurement &
Production.
Procurement, Production & Marketing.
Dabur's Health Care range brings for you a wide selection of herbal
products, to provide complete care for varying individual needs. We
derive our products from the time-tested heritage of Ayurveda, backed by
the most modern scientific test and trials.
Healt suppliment
1)Dabur Chyawanprash
2) Dabur Chyawanshakti
Personal Care
Dabur presents its range of herbal personal care products, created to
make you look and feel good deep down. Bringing together the
gentle touch of nature and Ayurveda’s wisdom. Backed by the
Black Market
Indenting the products by the loyal & regular consumer from the
retailer’s counters sometimes became difficult( particularly at the time of
temporary hike in demand of Dabur’s products) due to certain reason
unsociable elements create obstructions and black marketing by
interfering in the smooth supply of products for their vested interests.
Hence any effort to ensure smooth & regular supply of products at the
doorstep of the consumer would definitely help in the gradual increase of
sales of sale.
Way to reduce the Black Marketing & create the
awareness among consumers
1. Hoarding
2. Glow Sign boards
3. Wall Shop painting
4. Press advertisement
5 5.Providing Templates.
6 Electronic Media advertisement etc.
The dairy has adopted almost all these activities, which directly or
indirectly or by other means are helping to increase the sales of
DABUR’s products. Advertising and publicity have simulated consumers
purchasing capacity and dealers effectiveness.
Retailers Grievances about Liquid products.
1. Some times they find defect in packaging of product that
creates problem in selling activities.
2. Low margin offered to retailers.
3. Regularity in distribution timings.
4 some tomes retailer get linkage problem in liquid products.
Abstract
Issues:
Brand management strategies
» Product differentiation
» Packaging as a marketing communication tool
» Importance of choosing the right celebrity and its influence on the brand
equity
» Brand extensions and communication strategy
Key words:
1995), has become a leading brand in the natural personal care product
segment. What were the factors that enabled Vatika to become a flagship
brand of Dabur in such a short span of time?
Dabur India plans to enter the fruit-based, deposit candy market through
its Hajmola brand, industry sources told Business Line.
While the original Hajmola tablet is about three decades old, the brand
was introduced in candy format in single-unit pillow packs in 1989. The
brand was extended to other candy variants subsequently.
While the candy format is targeted at kids, the digestive tablets address all
age groups.
Hajmola is among Dabur India's top performing five brands, the others
being Chyawanprash, Dabur Amla hair oil, Vatika and Lal Dant Manjan.
INTRODUCTION:
Material may be though of as an interrogated functioning of the
different sections of the company dealing with the supply of the material
and other related activities so as to obtain maximum co-ordination and
optimum expenditure on materials. Material management involves
controlling the type, amount, location, environment, timing purchase of
various materials etc. used in industrial concerned.
OBJECTIVE :
The main objectives of purchase department are :
1. To procure raw material.
2. To procure material in right quality and quantity.
3. To procure from right and reliable sources of vendors.
4. To procure economically, i.e. at right and reasonable
price.
5. To receive and delivery material at right place and
time.
Findings
13. Regarding the retailing the liquid product like oil , the retailer has
to say that there is leakage problem in the milk packaging .Due to this
problem the retailers have to suffer losses in selling these products.
Regarding the other product the retailer has to say that the
products are being more exploring. Then the problem of product
availability can also be removed.
The company collects data regarding the consumer perception by
using the sample survey, consumer meetings, methods of
questionnaire etc.
The company is also trying to open the outlets where there is lack of
these types of products and people have the need of these products.
The company also provide the education to its workers regarding the
manufacturing & selling the products for this it organizes the seminars
for it’s retailers, distributors and the consumers from time to time.
SWOT ANALYSIS:-
Strength :-
DABUR India Ltd (DIL) is exploring the possibility of a foray into the Rs
4,000-crore soap market, probably under brand name Vatika
Weaknesses :-
The company still using the old system in selling the products in the
foreign market.
There are many competitors using the new ideas in positioning of their
products in the market place in India.
In rural area the all products are not available to the retailer because of
low demand of products.
There is a big opportunity for the company that they can sale their
products in rural area or In others areas where there is no milk
manufacturing company.
There is big demand of it’s medical line products in domestic and as well
as foreign market. where there is lack of milk resources.
It can have a good market share within a few years because it is growing
by leaps and bounds ,and it has good approval from it’s external
environment.
It has bright future in next few years because of it expanding the product
range .
The sources said several issues in DIL's possible foray into soaps remain
to be sorted out.
Threats of company:-
There are many more foreign competitors are coming in Indian market ,
that will create the problem for Dabur.
Du to this reason the Dabur may decrease it’s market share in both foreign
and as well as domestic market.
Competitors:-
In unorganized sectors there are many firms manly in the domestic market
they are indulged in manufacturing of same products and on same price
and in same quantity also and are trying to spread their business in same
field of industry..
Recommendations
Since today’s life of human being is known to be very hectic and full of mental
regiment (disease) due to increasing of carbondyoxide in the present environment and
because of increasing the population as well as pollution.
So in this scenario the human beings need more purity, protein and power
think over the problem therefore they wants a healthy mind for healthy & strong
decisions, i.e. why The DABUR is providing the best products in the market in the
field of , Health Care , Aurbedhya Medicines and other FMCG product . Therefore the
literate people prefer to take Dabur Products because they know that what they are
getting by purchasing the products in comparison to others and what they want.
It’s products is perfect for all segments of consumers.
Therefore it is favorable among all groups of people H.I.G, M.I.G, L.I.G.
• Proper placement of hoarding in different localities in urban and as well as
rural areas. The Dabur is working not only in Indian market but also in the
foreign market area. It covers large product segment of products. Through
separate distribution of channels of FMCG and other Pharmaceutical
products.
• It has good manufacturing techniques and marketing channels to distribute
the products and services. It gives full attention for the consumer
requirement and demands at right time, right place.
• And literate consumers fully support the products and they appreciate for
its better services and products.
• And at last it has been found from internal sectors of the company that it
recognizes the value, believes and perception of its consumer.
It surveys the people in better way what they demand.
• The company is spreading it self-all over the world by merging to other
foreign partners. It has good management and working culture in the
internal sector of the company.
• It also has a god relation with the out side of the organization.
Analysis and Suggestion
On the basis of above study on the topic REPOSITIONING At DABUR There
are some suggestions concerned regarding the organization’s repositioning it self..
These following suggestions would be helpful in repositioning in the market of it’s
product and in understanding the consumer needs and demand what they want.
It will helpful in creation of awareness among the people
First of all the study focuses on unlikeness of this milk because of it’s higher
rates of some products in comparison to other competitors.
There is no door-to-door services are available direct from the dairy but some
retailers who make available this facility to the consumer.
2. There are some special booths for dabur’s products in the market places.
3. Some people have to say that always takes high price in the comparison of
printed rate.
4. The company should conduct the interview by door-to-door step and
convince and come to know it self that why people does not buy the
products.
5. It should arrange the consumers meeting to come to know the some new
suggestions and dairy should provide the education to its customer about
6. These process will be help full in repositioning of dabur in the market of
both domestic and as well as foreign market also.
7. The company should analyze it’s competitor’s strategies and approaches
to reach the consumers
8. The company should be focus on it’s marketing abilities and it’s potential
consumers in different market localities .
9. The company should show the sample to its consumer.
Summary & Conclusions
About Dabur.
Q. In how many countries does Dabur have its distribution network and
offices?
A. Dabur has a distribution network spread across 5 continents and over
50 countries with offices in Europe, America and Africa and production
units in Nepal, Egypt, UK and the UAE.
Q. In what manner and which areas of operation does Dabur support non-profit
organisations?
A. Dabur participates in various presentations organized by NGOs from
time to time.
Company’s Manuals
Company’s Website
Internet findings