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EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
This project deals with the rural distribution of dabur to check the service of the
distributor and also the depth and availability of daburs five products which
include sani fresh, chawyan junior, hajmola pudina, anmol coconut oil, babool
paste .
It starts with companys profile, which includes introduction, history of the
company, objective and goals, awards received and its various range of products
is described.
The emphasis of this project had been for finding out the distrbutors service and
knowing about the relationship between retailers and distributor.
The second part of the study deals with the survey followed for knowing the
Daburs five products range available with every individual retailer in the market
and also its depth with their competitive brands like sani fresh and
harpic,chawyan junior and bournvita, anmol coconut oil and paracute,babool and
colgate,pepsodent, hajmola pudina.
The survey was carried out with the help of a Questionnaires and observation
which were made to capture the overall view of retailers to know about their
relationship with Dabur and its competitors.
The study of retailers to improve their marketing strategies by understanding
various issues of concern.
Chapter 2
INTRODUCTION TO TOPIC
INTRODUCTION TO TOPIC
The concept Rural and Marketing, though used very frequently in various
forums, have eluded any precise and non- controversial definitions, The resulting
concept Rural Marketing means different things to different persons. This project
helps in understanding the problems of rural marketing poor diagnosis and, more
often than not, poor prescriptions to increase the market share in rural areas.
The Indian rural market with its vast size and demand base offers great
opportunities to marketers. Two thirds of countries consumers live in rural
areas and almost half of the national income is generated here. It is only natural
that rural markets form an important part of the total market of India. Our nation is
classified in around 450 districts, and approximately 630000 villages, which can
be sorted in different parameters such as literacy levels, accessibility, income
levels, penetration, distances from nearest towns, etc.
Rural marketing and urban marketing are identical as regards basic marketing
structure. However, rural markets and rural marketing have special features and
dilemmas as compared to urban markets. The rural markets offer a great scope
for a concentrated marketing effort because of the recent increase in the rural
incomes and the likelihood that such incomes will increase faster because of
better production and higher prices for agricultural commodities.
The rural markets dominate Indian marketing scene and need special attention
for the expansion of marketing activities and also for providing better life and
welfare.
DISTRIBUTION CHANNEL
A way of selling a company's product either directly or via distributors; "possible
distribution channels are wholesalers or small retailers or retail chains or direct
mailers or your own stores"
Distribution networks are modified and tweaked to be in line with the market
reality and companies goals. When growth in urban areas was tapering, FMCG
companies started concentrating on rural markets. To be in line with this strategy
and increase rural distribution, FMCG companies modified their distribution
structure.Similarly, when Modern Retail chains were setting up shop in India
companies modified their distribution strategy to serve them. Companies have
removed one layer called the Star Stores
the
change
the
distribution
networks
have
worked
like
this.
The rural distributors would have placed orders on depots and would have been
delivered stocks from the depots. The rural distributors would have then supplied
the Star Sellers based on a fixed route schedule. The Star Sellers in turn would
have serviced the retail outlets in each village.now what happen is that the rural
distributors will have to service the retail outlets previously serviced by the Star
sellers.
Rural distributors start milk runs: this means is that the rural distributors
vans start from a base town (the town in which the rural distributor is
located) loaded with stock. It will travel on a particular route selling to retail
5
outlets on that route (these retail outlets would earlier have been serviced
by the Star Sellers). The route will typically end at the base town itself.
For village clusters that are far away from the base town, the rural
distributor may retain the Star Seller, replenishing the Star Sellers stocks
on a regular basis (once a week or once a fortnight). The Star Seller would
continue to service the retailers as before.
The rural distributor may have his seller who takes visits retail outlets for 34 days and takes orders. These orders are conveyed to the rural distributor
who despatches to the seller, the stocks. The seller then spends the
balance of the week 2-3 days supplying the stocks and collecting the cash.
Some retail outlets will be dropped from coverage. The dropped outlet will
have to depend on the wholeseller and buy from him.
It can be reasonable assumed that the rural distributors will give a better
quality of coverage to the rural outlets. This is because they would be
covering the outlets directly. The calls on the retail outlets will be more
reliable (i.e. same day every week), credit would be given to the retail
outlets, quality of execution of promotions will improve and visibility and
stock weights will improve. With better coverage, business will increase.
This will help the rural distributor get more margin money (on an absolute
sense) and reduce the fixed costs per call.
Chapter 3
COMPANY PROFILE
COMPANY PROFILE
Dabur India Limited is the fourth largest FMCG Company in India with
interests in Health care, Personal care and Food products
THE BACKGROUND
Dabur India Limited is the fourth largest FMCG Company in India with interests in
health care, personal care and food products. Building on a legacy of quality and
experience for over 100 years, today Dabur has a turnover of Rs.2396 crore with
powerful brands like Dabur amla, Dabur chawyanprash, Vatika, Hajmola & Real.
HISTORY OF DABUR
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 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.
More than a century after Dr. S. K. Burman set up his company with the vision of
good health for all, Dabur has grown manifold. It is now a leading nature-based
health and family care products company. In this mission, the Burman family has
forged ahead with the founding thoughts of Dr. S.K. Burman, while also evolving
and progressing in tune with the changing demands of a growing business.
1884
Birth of Dabur
1896
1940
1949
1994
1995
1996
2000
2003
Demerger of Pharmaceuticals
Business
2004
2007
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status. The story of
success is based on dedication to nature, corporate and process hygiene,
dynamic leadership and commitment to partners and stakeholders.
Leading consumer goods company in India amongst turnover of Rs.
2396 Crore
3 major strategic business units:
Consumer Care Division (CCD)
Consumer Health Division (CHD)
Foods division (Real)
2 Subsidiary Group companies
Dabur Nepal and
Dabur International
LEADING BRANDS
Dabur The Health Care Brand
Vatika-Personal Care Brand
Anmol- Value for Money Brand
Hajmola- Tasty Digestive Brand Dabur Amla, Chyawanprash and Lal
Dant Manjan with Rs.100 crore turnover each Vatika Hair Oil Shampoo
the high growth brand Strategic positioning of Honey as food product,
leading to
market leadership (over 40%) in branded honey market
12
13
982 1100
Other
Income
34
19
12
13
26
34
47
EBITDA
128
137
144
162
164
217
300
376
443
517.
3
EBITDA
13.0 12.5
Margins (%)
12.0
12.6
13.3
15.3
17.1
Profit
Before Tax
(PBT)
81
85
82
106
124
176
257
319
384
445
Taxes
14
14
15
19
30
39
52
54
Tax Rate
(%)
4.5
8.5
16.6
13.3
12.0
10.8
11.7
Profit After
Tax (PAT)
77
78
64
85
107
156
214
282
PAT
7.9
Margins (%)
7.1
5.4
6.6
8.6
11.0
12.2
333
391
Financial Position:
Fixed
Assets
(Net)
251
243
371
257
250
295
512
379
465
559
Current
Assets,
Loans &
Advances
412
393
504
522
340
408
471
640
774
951
14
Current
Liabilities &
Provisions
108
158
183
241
294
400
436
452
732
808
Net Working
304
Capital
235
322
281
46
35
189
42
143
Days of
Sales
113
78
98
80
14
33
18
Total
Assets
609
558
705
640
433
543
624
670
749 1081
Share
Capital
29
29
29
29
29
29
57
86
86
86.5
Reserves &
Surplus
292
334
365
388
257
335
440
393
531
731
Shareholder
320
s Funds
362
393
417
286
364
497
480
618
818
196
304
964
132
164
121
160
99
228
Total
Capital
Employed
558
705
640
433
543
624
670
749 1081
ROCE (%)
17.0 19.5
12.6
16.1
28.6
31.3
39.0
RONW (%)
24.7 22.0
16.6
20.6
38.1
43.5
46.1
609
Return Ratios:
27.1
2.7
2.3
3.0
3.7
5.4
3.7
3.3
3.9
4.5
Dividend
Per Share
(Rs)
10.0
1.0
0.5
1.4
2.0
2.5
1.8
1.42
1.5
1.75
No of
Shares (In
Crs)
2.9
2.9
28.6
28.6
28.6
28.6
57.3
15
DABURS VISION
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.
DABURS MISSION
Dabur believes in the mission of being a leader in the Natural Foods &
Beverages Industry. Dabur aims in offering quality products and distributing
higher value for money.
ORGANISATIONAL STRUCTURE
16
COMPETITORS OF DABUR
HUL
ITC
P&G
NESTLE
MARICO
COLGATE
BRITANIA
GODREJ etc
18
19
BRANDING STRATEGY
Changed its branding strategy by moving from the Umbrella Strategy to the
Key brand Strategy
Categorized itself into five power brands
Dabur (HEALTHCARE)
Vatika (HAIR CARE)
Anmol (PERSONAL CARE)
Real
( JUICES)
MARKETING MIX
PRODUCT:
Products have been divided into 5 power brands
Quality: High
Sizes: Available in different sizes
Design: Available in Tetra Pack, Bottles, Sachets
PRICE:
21
As, Dabur had different sub-categories it came out with variable pricing to
reach each and every target segment
E.g. : One- litre bottle of Cooler (juice) was priced at Rs.50
Selective Price Reduction to increase Demand
Introduction of Smaller packs at Rs.5
Came out with Rs.1 sachet of Vatika Shampoo to increase market share
Cutting Price to stand out against competition
PLACE:
PROMOTIONS:
Different brands have its own marketing and advertising team
22
WEAKNESS:
23
OPPORTUNITY:
THREATS:
24
25
Chapter IV
ABOUT THE PROJECT
relationship with the retailers by offering them such schemes that would be
beneficial for both the sides involved.
This research has really given an insight into the grey areas where improvement
is required to boost up the sale of Dabur products on both fronts i.e. end
consumers and retailers.
28
Chapter v
Literature review
LITERATURE REVIEW
29
Rural consumers have customs and behavior and marketers may find it difficult
toserve them as they are mostly equipped with urban -based marketing skills.
Importantareas of this study are responses and patronage behavior of rural
consumers towardsexisting retail setups, and the nature of available setups. This
paper reviewed variousliteratures to understand the factors affecting shopping
and out-shopping behaviorin Indian rural environment, along with the
identification of decision variablesinfluencing the patronage of various retail
formats such as village shops and periodicmarkets. Differences perceived byrural
consumers on account of two most prominentretail formats (village shops and
haats) are covered in the study to understand theinfluence of specific decision
variables in the selection of a particular retail format.The inference is that the
"Shopping activity cost" and "Product purchase cost" drivesa rural customer tothe
village shop, for their immediate requirements. On the oilierhand "Bargain"
(interms of product variety and price) and "Promotion incentives"drives them
toperiodic markets. Understanding the patronage behavior of ruralconsumers
helps the marketers to device an effective product placement strategy.
INTRODUCTION
The Indian rural community amountto over two-thirds of the total populationand it
offers a vast and growing marketopportunity. Indian rural areas areemerging as
an important market, as it is much larger compared to urban marketin terms of
population, number ofhouseholds across specific income groups,and above all
consumption levels for manyproduct categories like tea,soaps and shaving
blades (Business IntelligenceUnit and NCAER, 1998-99).
In the Indian rural context, thedefinition of out -shopping means theconsumer
shopping outside his or hervillage retail space for goods or services,which are
also available within the villageretail setup. The periodic market meansprimary
markets held daily or weekly wherethe agricultural products and consumer goods
30
31
are typically located close to their place of work, i.e., in villageswhere there is an
imminent lack ofeducation, electricity, and media infrastructure.
The inadequacies of these enabling factors, along with income constraints make
it difficult and often prolong the cycle of "awareness -penetration-adoption". This
study explores the rural consumer's patronage behavior regarding the two major
retail formats in the ruralmarket: Within village shops and the out shopping i.e.,
periodic markets. It is important to note that it is the consumer'sperception of
shopping centre attributes that is of crucial importance to the marketer. The
importance of perceptual attributes goes beyond the physical features of stimuli
since consumers link attributes to benefits of purchasing andconsuming. Thesebenefits, or consequences, in turn lead to certain end states or values that
consumers wish to achieve.
The he nature together with form of what characterises dynamic and innovative
rural retailing differs by location, the typology is based on the above schema.
First, market towns have used growth and differentiation opportunities as
Strategic foci. Second, innovative village shops have applied strategies that
seek to counter their structural weaknesses, harness the community and yield
new revenue streams. Third, the manner in which stand-alone retailing forms,
such as farm shops together with speciality rural retail outlets,have grown and
developed is reviewed.
Hitendra Bargal Research Associate Promotion of brands in rural markets
requires the special measures. Due to the social and backward condition the
personal selling efforts have a challenging role to play in this regard. The word of
mouth is an important message carrier in rural areas. The experience of
agricultural input industry can act as a guideline for the marketing efforts of
Consumer durable and non-durable companies
32
33
Chapter VI
Research Methodology
34
RESEARCH METHODOLOGY
RESEARCH OBJECTIVE
To check the availability and depth of daburs five products ie. Babool,saini
fresh, chawyan junior, hajmola pudina, anmol coconut oil
RESEARCH DESIGN
Descriptive Reasearch
PRIMARY DATA:
Primary data is that data, which is, collected a fresh for the first time and thus
happens to be original in character. In the study, primary data is collected with
the help of:
Observation: It is a popular means of collecting all kinds of data in research. The
data is collected by personally observing the things related to the subject.
Questionnaire: It is a popular means of collecting all kinds of data in research. A
structured questionnaire was used which consisted of both open ended and
closed ended questions
35
SAMPLE SIZE
Sample size for the research is 90 retailers. 30 in each district ie.soaln,
Shahjahanpur, Bareilly.
SAMPLING TECHNIQUES
Sampling is a process of selecting a sufficient number of elements from the
population, so that a study of the sample and an understanding of its properties
would make it possible for us to generalize such properties to the population
elements.Conducting a study on whole of the population is prohibitive in terms of
time, cost and other human resources.
SAMPLING DESIGN
Convinience & judgemental: I used this design in my research. I select the
outlet on jugdement that it has large business than other one. The outlet with
more business is useful for research as it can provide good knowledge about
the project.
This design was followed for the retailers
36
Chapter VII
Data Analysis and Findings
37
firm's name
baboo
saini
chawyan
hajmola
anmol
oberoi medicos
mansa trading co.
tota ram banarsi das
janardhan das vinod
l
NA
A
A
A
fresh
NA
A
A
A
junior
NA
NA
A
NA
pudina
NA
NA
A
NA
A
A
A
A
kumar
bansal gift sale co.
anil general store
new poonam bangle
A
NA
NA
A
A
NA
A
NA
NA
A
NA
NA
A
A
NA
store
mahinder bangle store
shingar collection
guru kirpa dept store
goyal medicos
khana daily needs
govind ram &sons
shanta lal & sons
anant general store
chaju ram
new des raj prem raj
bharti store
m/s thakur brothers
dr.t.s dhall
anokha mal rikhi
NA
NA
NA
NA
NA
NA
A
NA
A
A
A
A
A
A
NA
NA
NA
NA
NA
NA
A
NA
A
A
A
NA
NA
A
NA
NA
NA
NA
NA
NA
NA
NA
A
NA
NA
NA
NA
NA
NA
NA
NA
A
NA
NA
A
NA
A
NA
NA
A
NA
NA
A
NA
A
A
NA
NA
A
A
A
A
NA
NA
NA
A
chand
jai ram inder pal
NA
NA
NA
38
A
NA
NA
A
NA
A
A
NA
A
NA
NA
NA
A
NA
A
NA
NA
A
NA
A
NA
A
A
A
NA
store
moti ram banarsi das
sameer medicos
Gian chand and sons
NA
NA
A
A
NA
A
NA
A
A
A
NA
A
A
NA
A
INDEX
NA.. Not available
A...Available
Products name
BABOOL
SAINI FRESH
CHAWYAN
Total outlets
30
30
30
Available
15
16
7
Percentage
50%
53%
23%
JUNIOR
HAJMOLA
30
10
33%
PUDINA
ANMOL
30
19
63%
ANALYSIS
In Pilibhit only three products is available in more than 50% retail outlets.two
products has low percentage even below 35% availability in retail outlet
\
GRAPH NO. 1
ON AVAILABILTY OF DABUR PRODUCTS IN PILIBHIT
39
firm's name
babool
hajmola
junior
pudina
anmol
oberoi
medicos
mansa
60anmol
trading co.
40
tota ram
50oth:5b
50har:50s
banarsi das
janardhan
a
85oth:15
an
50har:50s
13oth:3jun 2jar
ute
80
das vinod
ba
an
ior
anmol:20parachut
kumar
bansal gift
80oth:10
30har:70s
sale co.
anil general
ba
50oth:5b
an
60har:10s
50oth:5jun 2jar
75anmol:30parach
store
new
a
_
an
30har:70s
ior
_
ute
50anmol:50parach
70anmol:30parach
e
50anmol
poonam
an
bangle store
mahinder
_
bangle store
shingar
_
70anmol:30parach
collection
guru kirpa
ute
_
dept store
goyal
50anmol:50parach
1JAR
ute
50anmol:50parach
medicos
khana daily
ute
needs
govind ram
ute
_
&sons
shanta lal &
sons
anant
20oth:5b
10har:7sa
1JAR
50anmol:50parach
general
store
chaju ram
new des raj
_
90oth:10
_
70har:30s
_
_
10oth:3jun 2jar
45anmol
12anmol;24parach
prem raj
bharti store
ba
50oth:3b
an
40har;8sa
ior
_`
ute
30anmol:70parach
m/s thakur
a
50oth:50
n
10har:1sa
ute
_
ute
41
brothers
dr.t.s dhall
ba
60oth:30
n
_
1jar
anokha mal
ba
50oth:5b
rikhi chand
a
jai ram inder 80oth:10
30har:70s
50anmol:50parach
pal
singh
ba
70oth:10
an
60har:40s
ute
_
provisional
ba
an
store
sahani
80th:20b
30har:70s
super
an
market
sahanimedi
5har:5san
50anmol
cos
gars bakers
20oth:2jun 1jar
10anmol:20parach
ior
_
ute
2anmol:10parachu
hadimba
100oth:2
50har:13s
medical
ba
an
store
moti ram
6oth:1juni
1jar
50har:50s
or
_
1jar
5anmol:20parachu
20oth:4b
an
30har:20s
30oth:3jun 2jar
te
10anmol:10parach
an
ior
uter
banarsi das
sameer
medicos
Gian chand
te
Index
Oth.others
Bababool
Har.harpic
San..saini fresh
Parparachute
42
GRAPH NO. 2
ON DEPTH OF DABUR PRODUCTS WITH COMPETING BRANDS IN
PILIBHIT
43
INDEX
Peppepsodent
jJunior
borbournvita
hlc.horlicks
chawyan
hajmola
babool
saini fresh
junior
pudina
anmol
store
babu lal
jai chand
prem chand
kush
NA
NA
NA
NA
NA
NA
NA
A
NA
NA
NA
A
NA
A
A
NA
NA
NA
A
A
enterprises
visahl general
NA
NA
NA
NA
store
dutta medical
NA
NA
NA
NA
NA
store
rampal
NA
NA
NA
NA
NA
communication NA
anil general
NA
NA
NA
store
NA
NA
NA
rama
provisional
44
ramkewal
store
purnima
NA
NA
NA
NA
general store
NA
shivam traders NA
ram prasad
A
shivani general
NA
NA
A
NA
NA
NA
NA
NA
NA
NA
NA
NA
store
raja ram
inder mal
A
NA
NA
NA
NA
NA
NA
NA
A
NA
gurubaksh raj
sukarma
NA
NA
NA
NA
NA
general store
raj kumar
chote lal
NA
NA
A
NA
NA
NA
NA
NA
NA
NA
baijnath
swaroop
NA
NA
NA
NA
NA
general store
jan seva
NA
NA
medical store
ram swaroop
NA
NA
NA
NA
NA
raunak ram
vivek medicos
city remedies
ganga prasad
shiv lal vimal
A
A
NA
NA
A
NA
A
NA
NA
NA
A
NA
A
NA
A
NA
A
NA
A
A
kumar
mahavir
NA
NA
NA
NA
NA
prasad
city pulse
kashyap
A
NA
A
NA
A
NA
A
NA
NA
NA
A
general store
nikhleshwar
A
A
A
A
A
A
A
A
Products name
BABOOL
Total outlets
30
Available
10
Percentage
33%
45
SAINI FRESH
CHAWYAN
30
30
8
5
27%
17%
JUNIOR
HAJMOLA
30
10
33%
PUDINA
ANMOL
30
10
33%
ANALYSIS
In Shahjahanpur three products available in 33% retail outlets and two products
were available in less than 30%retail outlets.
GRAPH NO. 3
ON AVAILABILITY OF DABUR PRODUCTS IN SHAHJAHANPUR
hajmola
babool
saini fresh
chawyan junior
pudina
Anmol
store
babu lal
jai chand
_
_
_
_
_
_
_
_
_
10others:1junio
_
1 JAR
1 JAR
_
_
50anmol:50parachute
prem chand
kush
10har:2san r
2anmol:10parachute
enterprises
visahl general
2 JAR
store
dutta medical
store
rampal
communication _
anil general
2 JAR
store
ramkewal
10oth:3ba _
1 jar
store
purnima
20oth:4ba _
general store
_
_
shivam traders _
_
ram prasad
50oth:8ba 20 saini
shivani general
_
_
_
_
_
_
_
_
_
store
raja ram
inder mal
15oth:3ba _
_
_
_
_
_
_
5anmol:5parachute
_
gurubaksh raj
sukarma
_
_
_
_
50har:50sa _
_
_
_
_
rama
provisional
47
general store
raj kumar
chote lal
baijnath
swaroop
general store
jan seva
10oth:4ba _
1 jar
10anmol:2parachute
medical store
ram swaroop
raunak ram
vivek medicos
city remedies
ganga prasad
shiv lal vimal
60oth:5ba
30oth:5ba
_
_
50saini
_
50har:50sa
_
_
_
1o junior
_
2JAR
_
1 jar
_
50anmol:50parachute
_
50anmol:50parachute
2anmol:3parachute
kumar
mahavir
prasad
city pulse
kashyap
10oth:4ba _
_
_
60har:40sa 10oth:1junior
_
_
_
5anmol:10parachute
general store
nikhleshwar
2jar
10anmol:10parachute
general store
1jar
30anmol:20parachute
48
GRAPH NO. 4
ON DEPTH OF DABUR PRODUCTS IN SHAHJAHANPUR
49
chawyan
hajmola
babool
saini fresh
junior
pudina
Anmol
brothers
rajdhani
NA
NA
NA
NA
fancy store
arushi
NA
NA
NA
NA
enterprises NA
A.K general
NA
NA
NA
NA
store
shiv
bhandar
modi lal
mintoo di
A
NA
A
NA
NA
NA
NA
A
A
A
hatti
suresh
NA
NA
NA
kumar
beas
NA
NA
NA
NA
NA
enterprises
shankar
NA
NA
NA
NA
NA
&co.
sushil
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
sharma
kumar
mukesh
kumar
vinod
50
kumar
jugal
kishore
sharma
NA
NA
NA
&co.
puran
NA
A
A
NA
NA
NA
A
A
A
NA
NA
NA
store
rikhi ram
NA
NA
NA
NA
NA
amar nath
jai ram
NA
NA
NA
kumar
hans raj
NA
NA
shali gram
shagun
NA
NA
NA
cosmetics
kalia store
himachal
NA
A
NA
NA
NA
A
NA
NA
A
A
NA
NA
store
NA
khan chand
NA
NA
NA
NA
&sons
Prakash
toys&
NA
NA
A
A
NA
NA
NA
A
NA
NA
NA
A
chand
satya pal
khana
A
banarsi das NA
telu mal
roshan lal
parmanand
general
ashok
general
store
om general
A
A
A
51
cosmetics
jai bharat
medical
store
pawan
NA
NA
store
A
badriprasad NA
tikan chand
A
NA
A
NA
NA
NA
A
NA
NA
NA
NA
NA
NA
general
Products name
BABOOL
SAINI FRESH
CHAWYAN
Total outlets
30
30
30
Available
15
10
6
Percentage
50%
33%
20%
JUNIOR
HAJMOLA
30
26%
PUDINA
ANMOL
30
16
53%
ANALYSIS
In Bareilly two products available in more than 50%retail outlets and three
products available in less than 35%retail outlets.
GRAPH.5
ON AVAILABILITY OF DABUR PRODUCTS IN BAREILLY
52
firm's name
chawyan
hajmola
babool
saini fresh
junior
pudina
Anmol
brothers
rajdhani
1JAR
fancy store
arushi
50oth:1ba
enterprises _
A.K general
store
shiv
sharma
70oth:30ba
80oth:20ba
30anmol:70parachute
50anmol:50parchute
53
bhandar
modi lal
mintoo di
hatti
suresh
kumar
beas
1JAR
1anmol:10parachute
50har:50sa _
40anmol:60parachute
enterprises
shankar
&co.
sushil
kumar
jugal
kishore
sharma
100oth:10sa _
2jar
&co.
puran
60oth:40ba
50har:50sa 10oth;1junior _
4anmol:10parachute
100oth:5ba
12har:3sa
20anmol:15parachute
10har:2sa
2jar
50 anmol
100oth:2ba
1anmol:10parachute
store
rikhi ram
amar nath
jai ram
10oth:1ba
60oth;40BA
_
_
_
_
_
1JAR
30 anmol
28 anmol
kumar
mukesh
kumar
vinod
chand
satya pal
khana
banarsi das _
telu mal
roshan lal
parmanand
general
54
ashok
kumar
hans raj
shali gram
shagun
10har:3sa
50anmol:50parachute
cosmetics
5anmol:5parachute
kalia store
himachal
30oth:6ba
4oth:1junior
20 anmol
10oth:1ba
10har:30sa _
10anmol:20PARACHUTE
store
_
khan chand
&sons
100oth10ba
100oth:12b
13oth:5junior _
Prakash
toys&
1jar
cosmetics
jai bharat
50oth:5ba
50har:50sa _
60anmol:40parachute
30oth:6ba
10oth:2junior 1jar
20oth:2ba
4har:3sa
15oth:3junior _
10 anmol
badriprasad _
tikan chand
general
store
om general
medical
store
pawan
general
store
GRAPH .6
55
190
230
9
10
405
56
FINDINGS
1 Retailers have complaints about the distributors for not giving them proper
schemes.
2 Distributors give cash discount to retailers who give payment with in 1 week to
promote the sales and also to avoid bad debts
3 In rural markets retailer have a greater say and they influence customers
choice to a great extent the reason being illiteracy in rural areas.Retailers
play major roles in promoting sales by pushing high margin brand.
4 Small packages are more in demand in rural areas like sachet of shampoos
etc. because they have low income.
5 People are not so brand loyal in rural markets.
6 Distributors facing problems due to real juice is out stock in companys depot.
7 Distributors do not give schemes according to company norms for e.g if there is
scheme on amla hair oil 50g that with one case 12 bottles free. But retailers
in rural market order in pieces and distributor does not give any scheme to
retailers this is not according to company norms.
8 Salesman of company not visiting regularly in the retailer also face the problem
of placing order.
57
Chapter VIII
Conclusions
58
CONCLUSION
In my summer training in dabur I worked in marketing department of the
company. I learned a lot of things during my internship in dabur on to study the
rural distribution of dabur. This internship gives me insight of working in
corporate world. During working on this project I learned a lot about Dabur
Company.
Mr. Sanjiv sharma was my industry guide in summer training. He gave me
guidence about my project. He also helps me in understanding the scheme
circular of the company which issues at the start of every month. he told me
every evening that the next day which area I have to cover.he gave me feed back
about my good and bad work . also helps to improve my mistakes.
The purpose of my internship project is to check the availability and depth of
daburs five products. For this I have to visited retailers to gather information.
This helps me to improve my communication skills. This summer internship helps
me to compare theory studied in classes with practical knowledge.the
responsibility for me is to get the right information from retailers.and also aware
retailers with the schemes offered by company. This will help the retailers to ask
distributors about the schemes. Many times distributor does not pass schemes
to retailers.
LIMITATIONS
1 Retailers were not intresting in interaction as it feels this research is not of any
use
2 Money constraints, a lot of money requires in research as a student it is very
difficult to manage.
59
Chapter IX
Recommendations
60
It is very important to have good relations with the retailers as they are the
ones who are finally responsible for the selling of the product. They are the
ones who influence the buyers to buy a product. Now the question is how to
develop good relations:
Few retailers had issues with the distributor of Dabur, so the authorities
should take immediate actions to find out the differences and take
61
Chapter X
Bibliography
63
BIBLIOGRAPHY
www.dabur.com
www.irma.ac.in/research and publication/rp_detail.php?rp_id=404
www.indianmba.com/faculty_column/fc213/fc213.html
www.dspace.mdi.ac.in/dspace/bitstream/123456789/271/1/retail+formats.pdf
http://timesofindia.indiatimes.com
REFERENCES:
1. Gupta, sunil (1993), reflections on impact of sales promotions on when,what,
and how much to buy, journal of marketing research (jmr), nov,vol.30 issue
4,page 522.
64
Chapter XI
APPENDIX/ ANNEXURE
65
QUESTIONNAIRE ( Retailer)
..
...
Tooth paste..yes/no
Toilet cleaner.yes/no
Malted health drinkyes/no
hajmola..yes/no
coconut oil..yes/no
babool.................................................yes/no
saini fresh
yes/no
Chawyan junior............................... yes/no
hajmola pudina................................. yes/no
anmol yes/no
66