A SUMMER TRAINING PROJECT ON

MARKET SHARE OF DABUR HONEY

IN DABUR INDIA LTD. In partial fulfillment of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

(2004-2007)
UNDER THE GUIDANCE OF
PROJECT GUIDE COMPANY GUIDE : : MR. MOHIT JINDAL FACULTY-BBA MR. RAJEEV GARG GM-PROJECTS DEPARTMENT DABUR INDIA LTD. SAHIBABAD, GHAZIABAD (UP) MS. NEHA GUPTA BBA-III YEAR 9178509

SUBMITTED BY ROLL NO.

: :

INSTITUTE OF MANAGEMENT & INFORMATION TECHNOLOGY

1, NEW CHUNGI, BULANDSHAHAR ROAD, HAPUR (Affiliated to CCS University, Meerut)

TABLE OF CONTENTS
Acknowledgement Executive Summary 1. Introduction 2. Company Profile 3. Product Profile 4. Research Methodology 5. Research Objective 6. Analysis & Findings 7. Suggestions 8. Limitations of the study 9. Conclusion 10. 11. Bibliography Annexure (Questionnaires) 1 3 13 21 22 33 54 56 57 58 59

ACKNOWLEDGEMENT
I wish to express my heartfelt thanks to Mr. Rajiv Garg (General Manager, Projects Department) Dabur India Ltd., Kaushambi, Sahibabad, Ghaziabad, for their cooperation and guidance in successful completion of the assigned project. My overriding debt continues to be my sister, who provided me with the time, support, and inspiration needed to prepare this project I am highly indepted to Mr. Mohit Jindal (Faculty-BBA) for his valuable guidance and support. While making this project I have gained knowledge of how an organization works day to day and how their polices regarding marketing and sales of the products has been made and how they strive continuously in todays competitive environment to maintain and enhance their position in the market. Last but not least I would also thankful to all Dabur India Ltd. family and retailers who helped me during my project work.

NEHA GUPTA BBA-III YEAR

EXECUTIVE SUMMARY
The objective of the project is to know the consumers perception about Dabur honey to study Market Potential of DABUR HONEY. The report contains a brief introduction of DABUR INDIA LIMITED and its various products. Dabur India ltd. (DIL) is the largest player in the ayurvedic pharmaceuticals sector. The company has 7 subsidiaries in its fold. The company has interests in sectors like Healthcare, Personal care, Ayurvedic pharmaceuticals and Food Products. At Dabur, Quality is a relentless commitment to continuous improvements in product, process and systems to provide consistent quality products to meet our customers requirement worldwide. This report clearly mentions objectives of study and the research methodology utilized. Research Design used in this project is Exploratory and the Sources of Information is both of Primary Data and Secondary Data. The Data collection Method used is Structured Non Disguised Questionnaire in which the Types of questions Used are Open Ended, Multiple Choice, Close ended and Dichotomous. The report contains a detailed view of the tasks, which have been undertaken to analyze the market of Dabur Honey. Various set of questionnaire have been prepared to know perceptions of retailers and consumers about Dabur honey. Some of the research areas are: Greater Kailash I, II, Vasant Vihar, Yusuf Sarai, Lodhi Colony, Lajpat Nagar, New Friends Colony, Cannaught Place, Vasant Kunj, Nehru Place, R.K. Puram, Gautam Nagar.

This project reveals one of the important finding like More and more displays of window hiring can be given for the retail outlets as it has been said that Jitna Dikhega Utna Bikega. To increase its consumption, it can be written on the bottle of the honey that for best results, use thrice a day for kids and twice a day for adults (as the case may be). More schemes like Seasonal Schemes can be given to the retailers. Dabur Honey is under constant threat from it competitors and loosing its market share. This survey has revealed that the Ayurvedic industry is a very complex industry with a manufacturing process, which is sensitive and requires expert supervision. Through this project I understood practically the relevance of product life cycle in the market. A detailed survey of retailers and consumers was carried out to find out their perception of Dabur Honey. The details of the methodology are stated below. Areas are Delhi, Noida and Ghaziabad and Research Design : Exploratory and Descriptive. Sources of Information Primary & Secondary Data. Data collection Method Structured Non Disguised Questionnaire. Types of questions Used Open Ended, Multiple Choice, Close ended, Dichotomous. Target Groups are Retailers, Kids (6-10 Years), Ladies (Mothers). Sampling Method is Random Sampling, Sample Size, Retailers 300, Kids-350,Ladies- 10. The whole project has been a great learning for me to experience and understand the market dynamics with respect to an FMGC product.

INTRODUCTION
OBJECTIVE: 1. 2. 3. To know retailers and consumers perception about Dabur honey To study the market share of Dabur Honey To analyze the market of honey in Delhi, Noida and Ghaziabad. 4. To understand the economic factors affecting the sales volume and their opportunities. 5. To understand the competitive position of rival products. 6. To evaluate the system of distribution. 7. To understand the advantages and limitation of the products. 8. To find new packaging. 9. To know the instantiations of demand. 10.To find solution of problem relating to marketing of goods and services and to evaluate policies and plan in the right course of action. 11.To measure the effectiveness of advertising. The purpose of undertaking this project is to get to the real life exposure and to get the feel of the market dynamics .the scope of this project is limited to the understanding of the product life cycle and the market potential of Dabur Honey. The focus of this project is to increase the consumption of Dabur honey and help the organization from constant threat from its competitors and suggests the ways and opportunities to maintain the share of Dabur honey. The project has done a full justice to the research objective and gave me an insight to the market potential. This project has been very important, as

I have been able to successfully utilize and apply the marketing tools thereby enhancing my knowledge. This project has proved to be an important milestone in terms of applying theoretical knowledge practically thereby making me aware of the consumers perception about an FMGC product like Dabur Honey.

COMPANY PROFILE
Set up in 1884 by Dr S K Burman as a proprietary firm for the manufacture of ayurvedic drugs, the Company was incorporated later by his descendants in the name of Dabur (Dr S K Burman) Pvt. Ltd. In the late 70s, Dabur Pvt. Ltd promoted a company to manufacture high-grade guargum and a plant was set up at Alwar. But poor performance resulted in losses and with a view to rehabilitating the company, Dabur Pvt. Ltd was reverse merged with it and the new company was named Dabur India Ltd. At Alwar, production of guargum was curtailed and Daburs products were introduced. Dabur manufactures over 450 products, mainly ayurvedic, covering a wide range of health and personal care and has manufacturing plants located at 6 different places in the country. Dabur went public in Nov 93, raising Rs541.5m (at Rs95/share) and the issue was oversubscribed 21 times. Dabur Research Foundation, a group company, handles research, product development/ improvement for increasing consumer satisfaction. Plant locations: It has 10 manufacturing plants across the country with 2 in UP at Sahibabad and Noida , 3 in West Bengal at Kharia, Narendrapura & Kalyani, 1 in Bihar at Dabur gram, 1 in Haryana at Faridabad, 1 in Rajasthan at Alwar, 1 in Himachal Pradesh at Baddi and 1 in Madhya Pradesh at Katni and 2 abroad , 1 in Egypt and other in Nepal. Subsidiaries: The company has 7 subsidiaries in its fold. Dabon International Limited:

It has a 50:50 joint venture with Bongrain of France for manufacturing dairy products. The company has 20% market share in processed cheese market. The company sells its cheese under Dabon brand name. General De Confiteria Limited: The company's joint venture with Agrolimen of Spain for manufacture of confectionery products. The company divested its stake in the venture as a part of its restructuring programme. The company sold off its stake for a consideration of Rs352mn during the year. Excelsia foods Limited: The company's joint venture with Nestle SA for manufacturing and selling biscuits. The company divested its entire holding in the venture for a token sum of Rs10 as the venture was a loss making with negative net worth. Dabur Foods Limited: The company hived off the foods division into a separate 100% subsidiary during the year. The company has Real Fruit Juice, Hommade range of condiments, Lemoneez and other brands in its portfolio. The company launched its Coconut Milk to its portfolio during the year. Dabur Nepal Private Limited: The company 80% subsidiary of Dabur India Limited. In FY00 it set up manufacturing facility for manufacturing PET bottles for hair oils. The company has also set up new tetra pack unit for packaging Real Fruit Juices. It is also into manufacturing Beehives and Bee Frames.

Dabur Egypt Limited: The company is a 76% subsidiary of Dabur Overseas Limited. The company is into business of manufacturing hair oils, vinegar, rose water, and glucose. The company is planning to source goods for other African countries from this unit. Dabur Oncology Inc.: The company was set up as a 100% subsidiary of Dabur India Limited in Bordon near London. The company is into business of manufacturing range of anti-cancer formulations for marketing in developed markets of Europe and USA. The company is setting up a unit for manufacturing anti-cancer injectibles, which is expected to become operational by 2001. Dabur Finance Limited: The company is a 100% subsidiary of Dabur India Limited and is into business of making financial investments. It raises deposits from public and invests in various investment schemes. The company is expected to be shut down by 2002-2003 under the restructuring program it is currently implementing. Dabur overseas Limited: This company is a 100% subsidiary of Dabur India Limited and is into trading activities. It acts as an investment holding company. This company is based in Hong Kong. The company didn't perform any business during the year.

Dabur International Limited:

This company is a 100% subsidiary of Dabur India Limited. The company is into business of carrying out trading activities. This company is based in Hong Kong. During FY00 the company didn't perform any business Subsidiary Dabur Nepal Pvt Ltd-(79.96%) Dabur Overseas Ltd-(100%) Dabur Egypt Ltd Dabur Finance Ltd-(100%) Dabur Foods Ltd-(100%) Dabur Oncology plc-(100 What is that life worth which can not bring comfort to others. Dr. S.K. Burman (1856-1907) (The founder of Dabur)

DABURTHE ORGANIZATION Dabur India Limited, established in 1884, is one of the oldest health and personal care companies of India. This young man, Dr. S.K. Burman, laid the foundation of what is today known as "Dabur India limited". From a humble beginning in 1884, as a manufacturer of traditional medicine in Calcutta, Dabur has come along way to become a multi-facet, multilocational and multi-product modern Indian Corporation with a global presence. It now enjoys the distinction of being the largest Indian F.M.C.G. Company and is poised to become a true Indian multinational. The phenomenal progress has been many milestones, some of which are mentioned below: 1884- Dr. S.K. Burman lays the foundation of what is today known as Dabur India Limited. Starting from a small shop in Calcutta, he began a direct mailing system to send his medicines to even the smallest of villages in Bengal. The brand name Dabur is derived from the words Da for Daktar or doctor and bur from Burman. Early 1900s- The next generation of Burmans take a conscious decision to enter the Ayurvedic medicines market, as they believe that it is only through Ayurveda that the healthcare needs of poor Indians can be met. 1920s- A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and Daburgram. Dabur expands its distribution network to Bihar and the north-east. 1940 Dabur diversifies into personal care products with the launch of its Dabur Amla Hair Oil. This perfumed heavy hair oil

catches the imagination of the common man and film stars alike and becomes the largest hair oil brand in India. 1956- Dabur buys its first computer. Accounts and stock keeping are one of first operations to be computerized. 1970- Dabur expands its personal care portfilio by adding oral care products. Dabur Lal Dant Manjan is launched and captures the Indian rural market. 1972- Dabur shifts base to Delhi from Calcutta. Starts production from a hired manufacturing facility at Faridabad. 1979- Commercial production starts at Sahibabad. This is one of the largest and most modern production facilities for Ayurvedic medicines in India at this time. 1984- The Dabur brand turns 100 but is young enough to experiment with new offerings in the market. 1989- Hajmola Candy is launched and captures the imagination of children and establishes a large market share. 1994- Dabur India Limited comes out with its first public issue. The Rs. 10 share is issued at a premium or Rs. 85 per share. The issue is oversubscribed 21 times. 1995- Dabur enters into a joint venture with Osem of Israel for food and Bongrain of France for cheese and other dairy products. 1996- Dabur launches Real Fruit Juice which heralds the companys entry into the processed foods market. 1997- The Foods division is created, comprising of Real Fruit Juice and Hommade cooking pastes to form the core of this divisions product portfolio.

 1997- Project STARS (Strive to Achieve Record Successes) is initiated by the company to achieve accelerated growth in the coming years. The scope of this project is strategic, structural and operational changes to enable efficiencies and improve growth rates. 1998- The Burman family hands over reins of the company to professionals. Mr. Nunu Khanna Joins Dabur as the Chief Executive Officer. 1999-2000- Dabur achieves the Rs. 1000 crore turnover mark. DIVISION WISE BREAK DOWN OF CONSOLIDATED REVENUES FINANCIAL

CHYAWANPRASH Largest Ayurvedic medicine with market size of about Rs. 2 billion. Dabur is market leader with 65% share.

INTERIM DIVIDEND OF 100% DECLARED BY THE BOARD ADVERTISING OGILIVY AND MATHER (O&M) , The Abby award winner for the last 3 years in a row is doing assignment for Dabur and also have credits of the success of Dabur s brands. BRAND AMBASSADORS 1. Amitabh Bacchan 2. Karishma Kapoor 3. Mandira Bedi 4. Sunil Shetty VISION Dedicated to the health and well being of every household. :

PRINCIPLES OWNERSHIP This is our company. We accept personal responsibility and accountability to meet business needs. PASSION FOR WINNING We all are leaders in our area of responsibility, with a deep commitment to deliver results. PEOPLE DEVELOPMENT People are our most important asset. We add value through result driven training and we encourage and reward excellence. CONSUMER FOCUS We have superior understanding of consumer needs and develop products to fulfill then better. TEAM WORK We work together on the principle of mutual trust and transparency in a boundary less organization. INNOVATION Continuos innovation in products and processes is the basis of our success.

PRODUCT PUNCH LINE

PRODUCT PROFILE In its generic form, honey is a wonder product. If in western homes it is a term of endearment, in India, honey is traditionally seen as a health syrup. No company in the organized sector had seen business opportunity in honey, till the Dabur India Limited decided to source honey in large volumes from apiculturalists (bee -hive farmers) and market it, the company introduced branded honey in glass jars to the Indian market about a decade ago. The only big organization selling honey at that time was Khadi Gram Udyog that too unbranded produce from villages to the urban markets. Dabur found that the demand is low. Honey's usage was restricted to the world of therapy; used as a cough palliative, a skin conditioner or alternately as a base ingredient for other ayurvedic formulations. Dabur made a start of mass marketing its honey. By flowing honey through its distribution stream, all that the company had achieved was placing the product within the urban consumer's reach. By the late 1980's, small regional brands had started getting stronger, although they were confined to small pockets by their lack of a wide distribution mechanism. This posed a danger. Other brands- Natural way (Golden Meadows), Allied's and Mehson's among them had started gaining recognition in the branded honey market. And some more were on their way in, some with fancy packaging to target the upmarket buyer. The small marketers were selling on price, which meant trouble for Dabur.

 In the year 1991, Dabur Honey took to national level advertising for the first time, placing the brand on the purity platform. Growth came, at about 20 per cent that was not satisfactory. In the year 1994, Dabur gave the brand's ad account to enterprise. At that time Dabur's ad spend for honey was a piffling Rs. 10-15 lakhs a year. It changed the traditional perception of Indian consumer about honey as a medicine to tasty, nutricious food on the breakfast table. Today in the year 2000-2001, it is a 40 crore brand.

CONSTITUENTS OF HONEY Total Dissolved Solids Sugars Fructose (Levulose) Glucose (Dextrose) Sucrose Other higher sugars Water Minerals: ( Potassium, Calcium, Magnesium, Iron, Copper, Manganese, Phosphorus, Sulphur, Chlorine and Traces of Chromium, Nickel, Tin, Silver, Gold etc. Acids: (Acetic, Buteric, Citric form ie, gluconic, maleic, lactic, succine etc.) Proteins and Amino Acids: (Proline, Phenylanin , Leucine, Valine etc.) Enzymes: (Invertase, Amylase or Diastare, Gluclose - 0.25 oxidase etc.) Vitamins: Vitamin B-I or Thiamin, Vitamin B-2 or Riboflavin, Niacin, Vitamin B-6 or Pyridoxal, Vitamin Traces C Traces 0.2 0.5 38 37 2 0.5 20 Percentage 70-80

PRODUCT LIFE CYCLE A products differentiating and positioning strategy must change as the product, market and competitors over time. There are four stages in a product life cycle and the product life cycle curves are portrayed as bellshaped as shown in the figure. The four stages are: 1. INTRODUCTION- This is a stage in which the product is introduced in the market and is a period of slow sales growth. Profit are nonexistent in this stage because of heavy expenses incurred with product introduction. 2. GROWTH- In this stage, the product goes through a period of rapid market acceptance and substantial profit improvement. 3. MATURITY- This is a period of slowdown in sales growth as the product has achieved acceptance by most potential buyers. As the competition increase, the profit stabilizes or decreases. 4. DECLINE- This is period when sales decline and profit decrease. The above stages can be summarized as shown in the table below: PLC elements CHARACTERISTICS 1. Sales 2. Profits 3. Cash Inflow 4. Competitors Introductio n Low Negligible Negative Few Fast Growth Peak Level Moderate Growing Slow Growth Declining High Many Declinin g Low Low Declinin g Growth Maturity Decline

5. Customers

Innovative

Mass Market

Mass Market

Laggard

In the above stages, the MARKETING STRATEGIES, which should be adopted, are: 1. INTRODUCTION- In this stage, the main objective should be to create awareness and trial by adopting the following strategies: Offering a basic product. Use cost-plus for pricing the product. Build selective distribution. Build product awareness among early adopters and dealers by advertising. Use heavy sales promotion to attract the people to try the product. 2. GROWTH- In this stage, the main objective is to maximize the market share by: Offering product extensions, service, warranty etc. Price should be such that it penetrates the market. Build intensive distribution. Build awareness and interest in the mass market through advertising. Reduce sales promotion to take advantage of heavy consumer demand. 3. MATURITY- In this stage, the main goal is to maximum the profit while defending the market share by: Diversify brands and items.

Price should match or beat the competitor. Build more intensive distribution. Increase sales promotion to encourage brand switching.

4. DECLINE- In this stage, the marketing strategy should focus on reducing the expenditure and milking the brand by: The product, which is weak, should be phased out. Cut price. Go selective, eliminate unprofitable outlets. Reduce advertising to the level required to retain hard-core loyal. Reduce sales promotion to a minimal level.

S A L E S & P R O F I T S ($)

Sales

Profit
INTRODUCTION GROWTH MATURITY DECLINE

PRODUCT LIFE CYCLE

Taking into consideration the Dabur Honey, which has market share of 66% (in value) and 44% (in volume). Its annual sales are approximate 40 crores per annum. The total market of honey is 100 crores. The dabur honey was relaunched in 1994 as food items. There has been 12% in increase in sales from the last year, which is a positive sign. The company is nowadays offering it as a food. It is being widely distributed and lot of money being spent on advertising and sales promotion. Reminder Advertising is important to remind the target market about the existence of the product. Stage in the Product Life Cycle: Maturity The product has been relaunched and brought into the food category. Also, it has a significant market share both in value and volume terms.

5.0 RESEARCH METHODOLOGY A detailed survey of retailers and consumers was carried out to find out their perception of Dabur Honey. The details of the methodology are stated below. Areas Research Design Sources of Information Data collection Method Types of questions Used : : : : : Delhi, Noida and Ghaziabad Exploratory and Descriptive Primary & Secondary Data Structured Non Disguised Questionnaire. Open Ended Multiple Choice Close ended Dichotomous Target Group : Retailers Kids (6-10 Years) Ladies (Mothers) Sampling Method Sample Size : : Random Sampling Retailers -300 Kids-350 Ladies- 10

RESEARCH OBJECTIVES Primary objectives To find the ways to increase the market share of Dabur honey. To analyze the market of honey in Delhi, Noida and Ghaziabad. To know retailers and consumers perception about Dabur honey. Secondary objectives To understand the economic factors affecting the sales volume and their opportunities. To understand the competitive position of rival products. To evaluate the system of distribution. To understand the advantages and limitation of the products. To find new packaging. To know the instantiations of demand. To find solution of problem relating to marketing of goods and services and to evaluate policies and plan in the right course of action. To measure the effectiveness of advertising.

PROCEDURE OF MARKETING RESEARCH

Define the problem & research objectives.

Develop the research Plan

Collect the information

Analyze the information

Present the Findings

MARKETING RESEARCH Marketing research is defined as "The systematic and exhaustive search for the study of the facts relevant to any problem in the field of marketing. Marketing research is the function which links the consumer, customer and public to the marketer through information- information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions, monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues; designs the method for collecting information process; manages and implements the data collection process; analyzes the results; and communicates the findings and their implications. RESEARCH DESIGN A research design is simply a plan or framework for a study that is used in collecting and analyzing the data. This framework is to ensure that relevant information is collected and that too depending upon the objectives of the study. The research design can be classified into three categories-Exploratory, Descriptive and Casual: Exploratory research It seeks to discover new relationships, emphasis on discovery of ideas. This research is used when very little is known about the problem being examined. Exploratory research studies are also termed as formulative research studies as its main purpose is to formulate a problem.

Exploratory research is used here is flexible and the areas where this type of research used are to know the: Brand preference Attitude of the consumers Market potential Buyers behaviour Consumers awareness. The purpose of this type of research is to gain insight into problem. The research design used for the project at hand is of exploratory in nature. Exploratory research is always based on small non-representative samples and data obtained are subjected to qualitative analysis. In this project Random Sampling is used and the sample size is taken as: Sample Size : Retailers -300 Kids-350 Ladies- 100 Exploratory research helps to gather information about practical problems in carrying out the research and to provide insight into, and an understanding of, the problem confronting the researcher. Descriptive research It attempts to determine the frequency with which something occurs or the relationship between two phenomenon. It is a type of conclusive research that has its major objective of describing something like market characteristics or functions. Descriptive research gives a clear statement of the problem, specifies hypothesis, and detailed information needs. it is conducted for the for the reasons like to describe characteristics of relevant group are associated and to make specific predictions, to

estimate the percentage of units in a specified population exhibiting a certain behavior, to determine the perceptions of product characertics,to determine the degree to which marketing variables. A descriptive design requires a clear specification of who, what, when, where, why, and way of research. Descriptive research used the following methods: Observation. Questionnaires Interviews Examination of records Some of the examples are: market studies Market share studies Sales analysis studies Image studies. Causal Research This design is often adopted in order to discover and determine the cause and effect relationship. It is also experimental research as its major objective is to obtain evidence regarding cause and effect relationship. It requires a planned and structured design. The main method of experiment research is experimentation and hypotheses are specific. Experimental research is useful in cases where variables are manipulated in a relatively controlled environment. SOURCES OF INFORMATION

It is necessary to prepare a list of the information, which is needed to attain the objectives. 1. PRIMARY DATA It consists of the original information or new data gathered specifically for the purpose. Questioning, observing, interviews, mail questionnaires and schedules are some of the basic methods of collecting primary information. Primary data is obtained through direct observation or through direct communication with the respondent in one form or the other. PRIMARY DATA COLLECTED Questioning and observing are the two basic methods of collecting primary data. To collect good primary data, it is necessary to develop standardize forms to guide the procedure. When information is to be collected by asking questions from people who may have the desired data, a standardized form called Questionnaire is prepared. Questionnaire consists of list of questions to be asked from the respondents and space to record the answers/responses. QUESTIONNAIRE DESIGN While proceeding to design questionnaire, two key assumptions to be followed are: 1. The researcher assumes that the respondent is able and willing to communicate the desired data either verbally to an interviewer or in writing on a questionnaire form. 2. The researcher must assume that the information he/she obtains from the interview and the questionnaire is essentially about the respondent's verbal or written behavior.

While constructing a questionnaire, the researcher should keep in mind two things: (I) (II) The objectives of the research project. The respondents point of view.

Questionnaire designing consists of five steps as follows: 1. Specifying Data requirements. 2. Determining the type of questions to be used. 3. Deciding the number and sequence of questions. 4. Preparing the preliminary draft of questionnaire. 5. Revising and retesting the questionnaire. TYPE OF QUESTIONING TECNIQUES There are four general methods of collecting data using the questionnaire techniques. There are as follows: 1. Non Disguised, Unstructured Techniques. 2. Disguised Unstructured Techniques. 3. Non Disguised, Structured Techniques. 4. Disguised Structured Techniques. NON DISGUISED, STRUCTURED TECHNIQUES In this type of questionnaire, questions are presented with exactly the same wording and in exactly the same order to all respondents. The responses as well as questions are standardized. Data obtained is easier to tabulate and interpret.

UNSTRUCTURED, NON DISGUISED TECHNIQUES In this type of questionnaire, the purpose of the study is clear, but the response to the question is open-ended. Focus groups and Depth interviews tend to obtain more information from the respondents. UNSTRUCTURED, DISGUISED TECHNIQUES The unstructured-disguised questionnaire is developed when a respondent is not willing or cannot find words to express meaning to answer direct questions and his hidden motives remain unexpressed. Projective techniques are the examples of this type. STRUCTURED, DISGUISED TECHNIQUES The structured -disguised questionnaire emerged as an attempt to secure the advantages of disguise in revealing subconscious, hidden motives and attitude along with the advantage in coding and tabulation common to structured approaches. The questions seeking the information were used. The main aim was to analyze the market of honey that was done by making questionnaires for the retailers, kids and ladies (mothers) who could give the maximum information. The type of questions used were closed-ended, open ended, multiple choice and dichotomous questions. A pilot survey was made to test the feasibility of the questionnaires. 2. SECONDRY DATA It consists of information that already exists somewhere having been collected for another purpose. It serves as a reference base to compare validity of primary data. It is valuable source of new ideas which can be

further explored. Internal records, annual report of the company, published data sources like government publication, journal, trade associations, standardized sources like home audits and mail diary are some of the basic methods of collecting secondary information. SECONDARY DATA COLLECTED HIGHLIGHT OFANNUAL REPORT 2004-2005 DABUR HONEY NOW IN A TRENDY SQUEEZE PACK. In a more concerted effort to position one of its top ten brands- Dabur Honey-on the fun plank and draw the user group-kids-directly, Dabur India has launched the product in a trendy squeezy pack priced at Rs. 78 for a 400 gm pack. This squeezy pack- launched in the top four metros only- will be promoted through advertising which beginned with the headline: Play With Your Food With Honey Squeeze Pack. In order to make the product appeal to the segment, the company also planed to change the old staid looking labels on the packs with company labels. Besides the TV advertising campaign-honey khaake dekho ji- Dabur has supported the new positioning plank with various below the line activities targeting kids. These include giving away fun freebies such as comics and animal faced masks with 200 gm, 500gm and 1kg Dabur Honey. Besides, the company has undertaken a plantation awareness programme in more than 200 schools in Delhi. As part of the project, Dabur contacted more than 55,000 children of class II and III and provided booklets and poster to them. Dabur Honey claims to be the leader in the branded Honey market with a more than 50 per cent market share. The estimated size of the market is around Rs. 100 crore with a large unorganized sector. The brand expects

to achieve a turnover of Rs. 45 crore in the current financial year. The brand spends about Rs. 4 crore on advertising. RESEARCH AREAS DELHI Greater Kailash I, II Vasant Vihar Yusuf Sarai Lodhi Colony Lajpat Nagar New Friends Colony Cannaught Place Vasant Kunj Nehru Place R. K. Puram Gautam Nagar Aruna Asif Ali Road Defence Colony South Extention I, II Patel Nagar Rajinder Nager Karol Bagh Punjabi Bagh Ashok Vihar Rani Bagh Rohini Vikas Puri

 Janak Puri NOIDA Sector 18 Sector 27 Sector 29 Sector 37 GHAZIABAD Bazaria Ghanta Ghar Ghandhi Nagar Kavi Nagar Raj Nagar

6.0 ANALYSIS - I (RETAILERS) Question 1. What is the percentage of the retailers who keep honey and who do not keep honey?

8%

92%

Who Keep Honey

Who Don't Keep Honey

INTERPRETATION It was observed that 8% of the retailers dont keep honey at all while 92% of the retailers do keep honey.

Question 2.What is the percentage of the retailers who think that the gifts are attractive and unattractive?

10%

10% 80% U nattrative Schem e Attractive Schem e C an't S ay

INTERPRETATION It was observed that the 80% of the retailers told that there is no effect of the present gifts while 10% of them have said that they are attractive and remaining 10% were uniformed about the gifts or they told nothing.

Question 3. How many retailers keep Dabur honey and how many keep other brands?

4 %

4% 4

5% 2

K p la r n e O bo y en u e D y H

O r d ld D r h a su a t r n c ig b e B I n n u

D'e Du n o ea r e n pb o y K t H

4%

44%

52%

Keep Only Dabur Honey

Other Brands Including Dabur

Don't Keep Dabur Honey

INTERPRETATION It was observed that 52% of the retailers keep only Dabur Honey while 4% of them do not keep Dabur Honey and remaining 44% of the retailers keep other brands.

Question 4. What influences much in sale of Dabur honey?

5% 2% 5% 10% 52% 9%

17%

Brand Name Advertisement Can't Say

Quality Promotion Scheme

Purity Easy Availability

INTERPRETATION It was observed that 52% of the retailers have told that sale of Dabur Honey is due to its brand name, 17% said due to quality, 10% due to purity, 5% because of advertisement, 2% because of promotion schemes and 5% due to easy availability.

Question 5. How many retailers complained about crystallized honey?

30%

70%

Complaints

No Such Complaints

INTERPRETATION It was observed that 27% of the retailers complaint about the crystallized honey while remaining have no such kind of complaint.

Question 6.How many retailers are satisfied with the margin provided?

39%

61%

Unsatisfied with margin Satisfied with margin

INTERPRETATION It was observed that 61% of the retailers were unsatisfied while remaining were satisfied with the margin.

ANALYSIS II (KIDS) Question 1.How many kids eat honey and how money dont eat honey?

28%

72%

Don't Eat Honey

Eat Honey

INTERPRETATION It was observed that 28% of the kids dont eat honey at all while remaining 72% do eat honey.

Question 2.How kids consume Dabur honey?

13% 39%

48%

Plain

With Bread/ Milk/ Paronthas

Both

INTERPRETATION It was observed that 39% of the kids consume plain honey, 48% consume it with bread, milk or paranthas and 13% of them consume it as both.

Question 3.How many times in a day kids consume Dabur honey?

34%

66%

Consume once a day

INTERPRETATION

More than once

It was observed that 66% of the kids consume honey once a day while 34% of them consume honey twice or thrice a day.

question 4.At what time kids consume honey?

26%

33%

7%

34%

As food items As Snacks As Medicine As Both ( Food Items & Snacks)

INTERPRETATION It was observed that 33% of the kids consume honey as food items (At a specific time ie. in morning or evening), 34% of them consume it as snacks (ie. at any time of the day), and 26% of them consume it as both snacks and food items. Remaining 7% consume it as medicine.

Question 5.What free gifts kids prefer with Dabur honey?

23%

53% 24%

Chess

Sketch Pen

Snake & Ladders

INTERPRETATION It was observed that 53% of the kids prefer chess as free gift while 24% of them prefer sketch pens and remaining prefer snake & ladders as free gift.

Question 6.What is the percentage of the kids who remember the advertisement and who do not?

1% 9%

90%

Seen and remember the Dabur advertisement Other advertisement

Not Seen the advertisement

INTERPRETATION: It was observed that 90% of the kids have seen and remember the Dabur advertisement, while 9% have not seen the advertisement and 1% have seen the other brands advertisement.

ANALYSIS III (MOTHERS) Question 1.What is the percentage of mothers who consume Dabur honey?

14%

86%

Don't Consume Honey

Consume Honey

INTERPRETATION It was observed that 14% of the respondents dont consume honey at all.

Question 2.What is the consumption ratio of dabur honey between mothers and kids?

35%

65%

Kids

Adults

INTERPRETATION It was observed that 65% of the respondents said that kids consume honey the most, while 35% told that adults consume honey.

Question 3.What is the level of satisfaction of the respondents who consume Dabur honey?

17%

44%

39%

Very Good

Good

Satisfied

INTERPRETATION It was observed that 17% of the respondents are satisfied with Dabur Honey, Level of satisfaction for 39% of the respondents was good and for 44% of the respondents was very good.

Question 4.What is the main reason of purchasing Dabur honey and not other brands?

21% 30%

24% 25%

Quality

Purity

Easy Availability

Brand Name

INTERPRETATION It was observed that 34% of the respondents purchase Dabur Honey because of quality 27% because of purity , 26% due to easy availability, 23% due to brand name.

Question 5.What is the percentage of mothers consuming Dabur honey and that who consume other brands?

10%

90%

Consume Dabur Honey

Don't Consume Dabur Honey

INTERPRETATION It was observed that 90% of the respondents consume Dabur Honey, while they remaining consume other brands.

Question 6.What is the package size do mothers generally buy?

17%

5% 40%

38%

500gms.

200gms.

1 Kg.

50gms. and 100 gms.

INTERPRETATION It was observed that 40% of the respondents generally consume 500gms., 38% consume 200gms., and 5% consume 1 Kg. And 17% consume 50 gms. and 100 gms.

BRAND STRENGTH / WEAKNESS ANALYSIS Important Parameters Brand Dabur Honey Strengths Brand Loyalty 66% Market Share (In value) 45% Market Share (In Volume) Most Selling Brand Price Packaging 40-Crore Brand Affordable Attractive (50 gms, 100gms, 200gms, Positioning Advertising 500 gms and 1 Kg.) Targeted to kids (i.e. 6-10 Yrs.) as a food item. Leading Brand Ambassadors, Reach Sales Promotion No window hiring/ displays. Some retailers are unaware about the sale promotion schemes. Present gifts are less attractive. Less schemes for retailers to push Effective Weaknesses

No sachet / Plastic

Available in 5 packsizes Packaging

the product. Distribution System Widespread channel. THREATS Branded honey is available in the market with five or six flavors. Competitive brands are giving more margins because of which retailers are least interested in selling their product. A complaint like granulation of honey (i.e. small sugar crystals) is affecting the sales. Foreign branded honey is now available in the market and is liked by the consumers. In areas like South Delhi, customers dont consider price to purchase honey and foreign honey is capturing the market. OPPORTUNITIES New flavors of honey could be introduced. Innovative packaging like sachet and plastic packaging could be launched. In Ghaziabad, market for expensive foreign honey has not been developed yet, so there are only few brands including local ones among which Dabur is the leader. two level

DABUR HONEY COMPETITORS INDIAN BRANDS Mehsons Baidyanath Natural Way Himani Zandu Charakh Himalayan Himflora Kashmiree Honey

FOREIGN BRANDS Capilano (Australian) Lagneese (German) Fragata LOCAL BRANDS Parag Ankur ( Khadi Gram Udyog) Dadis ( Hoshiarpur) Kabliwala Tripta Hadras (U.P.) Mohuns Uttarakhand Bajaj Honeylime Baba Balaji Leheson Lekhsons Allieds Indica

7.0 SUGGESTIONS After the survey and the analysis, a lot of information was gathered which is being presented in the form of suggestions. As the honey is targeted to the kids, they are consuming honey in the same ways as suggested in the advertisement. so, if the consumption of honey has to be increased the new uses can be suggested. (eg, it can be used for preparation of cakes, jelly, squash etc.) To increase its consumption, it can be written on the bottle of the honey that for best results, use thrice a day for kids and twice a day for adults (as the case may be) For Sales promotion gifts like pencil box, it can be in the shape of the bottle of Dabur Honey. It is natural for honey to crystallize but consumers can be made aware about this fact because it is affecting the sales. More schemes like Seasonal Schemes can be given to the retailers. More and more displays like window hiring can be given for the retail outlets as it has been said that Jitna Dikhega Utna Bikega Sales promotion schemes like Price off or extra Amount can be given. Margin can be increased because other competitors are giving more margin due to which the retailers are least interested in pushing the brand (Mehsons is giving 36% margin). More detailed information about honey can be given on the companys Internet site. New packaging like Sachet or plastic packaging can be introduced. Plastic packaging for 1 kg. Honey was demanded by the consumers.

 Sales promotion gifts like ball, Badminton Racket, Pocket chess, small toys, cars etc can be given for kids. The main competitors are Mehsons, Natural way, Himani which are not the corporate brands as Dabur. The Brand like Mehsons can be purchased to kick it out from the market. Foreign brands like Capilano, Lagneese, Fragata are now available in the market and doing well in posh markets like South Delhi and sector 18, Noida where people dont consider the price to purchase the honey. Dabur can merge with the foreign brand and can do marketing for it. An awareness programme can be done in the schools like Mothers pride where gifts and posters can be given to the kids. Sales cam also be promoted by distributing small sachets and gifts to the children on the places like Appu Ghar through the Joker.

8.0 LIMITATIONS OF STUDY

1. It was highly expensive and time consuming. 2. The research is carried out on customers, dealers wholesaler retailers etc. who are human beings. Human beings have a tendency to behave artificially when they know that they are being observed. 3. Subjectivity is the main limitation of the study. It is very difficult to verify the research results. 4. The projects generally took longer time. The time by which the research results are presented market situation can undergo a change.

9.0 CONCLUSION
This survey has revealed that the Ayurvedic industry is a very complex industry with a manufacturing process, which is sensitive and requires expert supervision. Dabur Honey also enjoy good brand loyalty. Fluctuating demand of Ayurvedic medicines is a problem with which companies have to contend. As in the case of Asav-arishtas which enjoy good demand during season changes and warm months low demand in the other seasons , the demand is not met well by companies which fail to accurately predict this pattern and hence end up producing insufficient quantities when the demand is high and end up with excess inventory as the demand wanes. The companies fail to review their targets accurately to coincide with the decreasing levels of demand. Dabur Honey is under constant threat from it competitors and loosing its market share. Due to an inadequate budget for advertising, the company has been unable to promote and create a consumer base of its own. The Dabur Honey brand is a major player in the market. Though due to inefficient distribution and sales network its true potential is yet to be realized.

10. BIBLIOGRAPHY
BOOKS Kotler Philip: Marketing Management Malhotra Naresh k. : Marketing Research C.R. Kothari: Research Methodology WEBSITE www.Dabur.com NEWSPAERS Business Standard Economic Times

11.0 ANNEXURE QUESTIONNAIRE (CHILDREN)

1. [i] Name [ii] Age . 2. Among the following, which items do you consume? [i] [iii] [v] Jam Chocolates Honey [ii] [iv] [vi] Chips Jelly Cheese

[vii] Butter

[viii] Cold Drinks

3. If No (in question Three), why do you consume honey? [i] [iii] Health Both (i) & (ii) [ii] [iv] Taste Any other

4. How do you consume honey? [i] [iii] [v] Honey plain With Milk With Biscuits [ii] [iv] [vi] With toast/Bread With Ice-cream With Nibu Pani

[vii] With Parathas/Roti [viii] Any Other (Specify) ..

5. When do you consume honey? [i] [ii] [iii] At breakfast With snacks With friends

[iv] [v] [vi]

When you want to have something for fun Whenever you feel like having something sweet Along with lunch/ dinner

6. How many times do you take honey in a day? [i] [iii] [i] Once Thrice Yes [ii] [iv] [ii] Twice Any other No

7. Have you seen any advertisement of honey on television? 8. If yes (in question six), which advertisements? .... 9. Which T.V. Channels? [i] [iii] [v] Sony Zee Network Doordarshan [ii] [iv] [vi] Star Plus Any other honey after watching the Cartoon Network

10.Have you decided to purchase Dabur advertisement? [i] [i] [iii] Yes T.V. Family [ii] [ii] [iv] No Friends 11. Who encourage you to take Dabur honey?

Any other

QUESTIONNAIRE (MOTHERS) 1. PERSONAL DETAILS Name: ____________________________________________ Address/Tel: _______________________________________ Age: _____________________________________________ Occupation:________________________________________ Income:(i) Below - Rs. 5,000 - Rs. 10,000 - Rs. 15,000 (ii ) Rs. 5,000 (iii ) Rs. 10,000

(vi ) Rs. 15.000 & above 2. From the following which items do you consume? (i) (iii) Jam Honey (ii) (iv) (vi) Ketchups Cheese Chips

(v ) Butter

(vii ) Cold drinks

(viii) Any other (specify)

3. Who consumes honey the most? (i) (v) Children (ii) (iv) Yourself Family (iii ) Husband

Any other (specify)

4. Do children ..? (i) (ii) Ask for it You give it yours self

5. How do kids consume honey?

(i) (iii) (v)

Honey plain With Milk With Biscuits

(viii)

(ii) (iv) (vi)

With toast/Bread With Ice-cream With Nibu Pani

(vii) With Parathas/Roti

Any Other (Specify)

6. How do adults consume honey? (i) (v) Honey plain With Biscuits (ii) (iv) (vi) With toast/Bread With Ice-cream With Nibu Pani (iii ) With Milk

(vii) With Parathas/Roti 7. When do you take honey? (i) (ii) (iii) (iv) At breakfast

(viii) Any Other

Any times of the day as a snacks As when need arise Any other (specify)

8. Why do kids consume honey? (i) (iii) Taste (ii) Health (iv) Both (i) & (ii) Any other (specify)

9. Why do adults consume honey? (i) (iii) (i) (ii) (iii) (i) Taste Both (ii) (iv) Health Any other (specify)

10. When do you usually decide your purchase of honey? As on when need arises With monthly grocery list Any other ( specify) Winter (ii) Summer

11. In which season do you purchase honey mostly?

(iii)

Rainy season

(iv)

Whole year

12.Do you buy ? (i) (iii) Branded Local Brand (ii) (iv) Unbranded Any other Specify)...

13.Which brand comes to your Mind first when you heard of the word "Honey"? (i) (iii) Dabur Himani (ii) Zandu (iv) Any other Specify)...

14.Which brand do you consume? (i) (iii) Dabur Himani (ii) Zandu (iv) Any other (Specify)

15.If answer is (a) in Q. fifteen what do you like the most? (i) (iii) (v) (ix) Purity Price Packsize (ii) (iv) (vi) Quality Easy availability Packaging

(vii ) Brand name

(viii) Free gifts

Any other (Specify)

16.Which packsize do you normally purchase? (i) (iii) 50 gms. 200 gms. (ii) (iv) 100 gms. 500 gms.

(v ) Any other (specify) 17.From where do you buy Dabur honey generally? (i) Medical store (ii) General store

(iii) (i) (iii)

Departmental store Children Family

(iv) (ii) (iv)

Any other (Specify) Friends

19. Who influence the buying decision? Any other (specify)

20.What is your monthly consumption of Dabur honey? .... 21.Your level of satisfaction:(i) Very good (ii) (iv) Good (iii ) Satisfy 22. Your Suggestions: .. . . Any other (Specify)

QUESTIONNAIRE (RETAILERS) 1. Do you keep honey? [i] Yes [ii] No

2. Which brands do you have? [i] [iii] Dabur Zandu [ii] [iv] Himani Any other (specify)

3. Which brand do you sale mostly? [i] [iii] Dabur Zandu [ii] [iv] Himani Any other [specify]

4. Do customers ask for simply honey or branded honey? [i] Yes [ii] No

5. Which brands? [i] [iii] Dabur Zandu [ii] [iv] Himani Any other [specify]

6. (If answer is one in question five) which pack sizes of Dabur honey do you have? [i] [iii] 50 gms. 200 gms. [ii] [iv] 100 gms. 500 gms.

[v] Any other (specify) .

7. Which packsizes do you sale mostly? [i] [iii] [v] 50 gms. 200 gms. [ii] [iv] 100 gms. 500 gms.

Any other (specify)

8. Do you think that do children demand Dabur honey mostly? 9. Why customers go for Dabur? [i] [iii] [vi] Purity Price Packaging [viii] Free gifts [ii] [iv] Quality Easy availability

[vii] Brand name

10.Do customers purchase honey after seeing various brands? [i] Yes [ii] No

11.What do you think that more consumption of Dabur Honey depends upon season also? If Yes? [i] [iii] Winter Rainy Season [ii] [iv] Summer Any other (specify)

12. What is your monthly sale? [i] In gms. [ii] In kgs.

13.Are you satisfied with your margin? [i] Yes [ii] No

14.How is your relation with distributors?

[i] [iii]

Very Good Satisfy

[ii] [iv]

Good

Any other (specify) ..

15.Yours Suggestions: