Analysis of Dabur Vatika Shampoo Market Share 2010-11

INTRODUCTION
ANALYSIS OF SHAMPOO [DABUR VATIKA] 2010-11

UNIVERSITY OF MUMBAI B.N.N COLLEGE 2
FMCG INDUSTY
FMCG refers to consumer non-durable goods required
for daily or frequent use. Typically, a consumer buys these
goods at least once a month. FMCG industry, alternatively
called as CPG (Consumer packaged goods) industry
primarily deals with the production, distribution and
marketing of consumer packaged goods. The Fast Moving
Consumer Goods (FMCG) is those consumables which are
normally consumed by the consumers at a regular interval.
Some of the prime activities of FMCG industry are selling,
marketing, financing, purchasing, etc. The industry also
engaged in operations, supply chain, production and
general management.
Typical Characteristics of FMCG products
Individual products are of small value. But, all FMCG
products put together account for a significant part of
the consumers budget.
The consumer keeps limited inventory of these
products and prefers to purchase them frequently, as
and when required.
Many of these products are perishable.
The consumer spends little time on the purchase
decision. Rarely do he / she look for technical
specifications (in contrast to industrial goods).

Brand loyalties or recommendations of reliable retailer
/ dealer drive purchase decision.
Trial of a new product i.e. brand switching is often
induced by heavy advertisement, recommendations of
the retailer or neighbors / friends.
These products cater to necessities, comforts as well as
luxuries.
They meet the demands of the entire cross section of
population.
Price and income elasticity of demand varies across
products and consumers.
The Indian FMCG sector is the fourth largest sector in
the economy with a total market size in excess of US$ 13.1
billion. It has a strong MNC presence and is characterized
by a well established distribution network, intense
competition between the organized and unorganized
segments and low operational cost. Availability of key raw
materials, cheaper labor costs and presence across the
entire value chain gives India a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion
in 2003 to US$ 33.4 billion in 2015. Penetration level as
well as per capita consumption in most product categories
like jams, toothpaste, skin care, hair wash etc in India is
low indicating the untapped market potential. Burgeoning
Indian population, particularly the middle class and the
rural segments, presents an opportunity to makers of

branded products to convert consumers to branded
products. Growth is also likely to come from consumer
'upgrading' in the matured product categories.
FMCG Sector is expected to grow by over 60% by 2010.
That will translate into an annual growth of 10% over a 5-
year period. It has been estimated that FMCG sector will
rise from around Rs 56,500 crores in 2005 to Rs 92,100
crores in 2010. Hair care, household care, male grooming,
female hygiene, and the chocolates and confectionery
categories are estimated to be the fastest growing segments,
says an HSBC report. Though the sector witnessed a slower
growth in 2002-2004, it has been able to make a fine
recovery since then.

FMCG Category and products
Household Care:
- Fabric wash (laundry soaps and synthetic detergents)
- Household cleaners (dish/utensil, cleaners, floor
cleaners, toilet cleaners, air fresheners, insecticides
and mosquito repellents, metal polish and furniture
polish)
Food and Health beverages:
- Soft drinks
- Staples/cereals
- Beverages bakery products (biscuits, bread, cakes)
- Snack Food
- Chocolates, ice cream, tea, coffee

- Processed fruits, vegetables; dairy products
- Bottled water
- Branded flour, branded rice, branded sugar, juices etc.

Personal Care:
- Oral care
- Hair care
- Skin care
- Personal wash (soaps)
- Cosmetics and toiletries
- Deodorants, perfumes, feminine hygiene, paper

Current FMCG Scenario
Key Drivers Concerns
Rural penetration Price cuts/Deflation
Urban demographics story Slow down in volume growths
Lower input costs Consumer Downtrading
Innovation Unraveling of Modern Trade



FOOD
PRODUCTS
43%
PERSONAL
CARE
22%
FABRIC CARE
12%
HAIR CARE
8%
BABYCARE
2%
OTC
PRODUCTS
4%
HOUSEHOLD
4%
OTHERS
5%
Categorywise share of FMCG sector

HAIR CARE SHAMPOO INDUSTRY
The hair care market in India is valued at $200
million. It contributes 8% in the total Fmcg sector and has
registered a growth of 3.8% over the previous year. The hair
care market can be segmented into hair oils, shampoos,
hair colorants & conditioners, and hair gels.
The Size of shampoo market - 930 Cr with urban areas
accounting for 80% of shampoo sold and rural areas
accounting for 20% of shampoo sold in country. The market
is expected to increase due to increased marketing by
players, lower duties, and availability of shampoos in
affordable sachets. Sachet makes up to 70% and anti-
dandruff shampoo up to 20%of the total shampoo sale. This
is primarily a middle class product because more than 50%
of the population uses toilet soaps to wash hair. The
penetration level is only 30% in metros. The major players
are HUL and Procter & Gamble.
The Indian shampoo market is divided in two parts
Cosmetic (health, shine, strength)
Anti-dandruff
Herbal
Brand loyalties in shampoo are not very strong. Consumers
frequently look for a change, particularly in fragrance. Major
expectations from the product are improvement in texture
and manageability, giving softness and bounce to hair,
curing and avoiding damage to the hair. Southern market is

predominantly a sachet market, accounting for 70 % of
sachet volumes. In Contrast, shampoo bottles are more
popular in the Northern markets. About 50 % of the
shampoo bottles are sold in the Northern region alone. The
shampoo industry has lot of scope to be penetrated with all
India penetration level at 51% with urban penetration at
62% and rural penetration at 46% till now.
Evolution of Shampoo in India
HLL undisputed leader from the early 90s Sunsilk
launched in 1964 ( General Shampoo platform )
Clinic Plus launched in 1971 ( Family, health shampoo
platform )
Clinic All Clear launched in 1987 ( Therapeutic AD
Shampoo )
Sunsilk re-launched in 1987 - Shampoo + Conditioner
( Beauty platform ) with Sachet SKU
HLL Goes rural with Sachet
Clinic Active launched in 1991 ( with Pro Vitamin B -
health platform )
Sunsilk re-positioned and re-launched in 1994
(Nutracare) - Pink for dry hair, yellow for normal hair,
green for oily hair and black for long hair.
P & G enters India in Nov 1995, with the worlds
largest selling brand - Pantene
P & G launched its internationally acclaimed A & D
shampoo H & S in 1997 with Zinc Pyridine (ZPT) - a

unique anti-microbial agent. There were 2 variants -
regular and menthol.
Dabur entered the shampoo market in 2000 with its
premium brand, the first natural antidandruff
shampoo of India, Dabur Vatika Antidandruff
Shampoo.

Hindustan
Unilever
46%
P&G
24%
Cavin Care
11%
Others
8%
Dabur
6%
Loreal
3%
ITC
2%
Shampoo Industry in India


COMPANY PROFILE


Dabur India limited is the fourth largest FMCG
Company and one of India's leading Companies. It has a
turnover of USD 2479 million with the largest herbal &
natural portfolio in India. Building on a legacy of quality
and experience for over 125 years, Dabur is today India's
most trusted name and the world's largest Ayurvedic and
Natural Health Care Company. Dabur India's FMCG
portfolio today includes four flagship brands with distinct
brand identities -- Dabur as the master brand for natural
healthcare products, Vatika for premium personal care,
Hajmola for digestives, and Real for fruit-based beverages.
It has over 350 plus products with a retail reach of
2,500,500 through 4000 distributors in India.

The evolution of Dabur is quite interesting and its root
takes us back to the 19th century where it all started in
Bengal by a visionary by name Dr. S.K Burman, a physician
by profession. His mission was to provide effective and
affordable cure for ordinary people in far-flung villages. With
missionary zeal and fervor, 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 travelled, 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. The name
is formed by joining the first half of Daktar and Burman i.e
DABUR.


Founding Thoughts



"What is that life worth which cannot bring
comfort to others"
The Doorstep Doctor
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.



Vision


Dedicated to health and well being of every
household
GROWTH STRATEGY

EXPANSION
AQUISITION INNOVATION


Company History


1884

Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900s
Ayurvedic medicines
1919 Establishment of research laboratories
1920 Expands further
1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.
1972 Shift to Delhi
1979
Sahibabad factory / Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division / Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs.1,000 crores
2003 Dabur demerges Pharma Business

2005 Dabur acquires Balsara
2005 Dabur announces Bonus after 12 years
2006
Dabur crosses $2 Bin market Cap, adopts
US GAAP
2006
Approves FCCB/GDR/ADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur India


CORE VALUES
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. We are determined to be the best at doing
what matters most.
People Development: People are our most important
asset. We add value through result driven training,
and we encourage & reward excellence.
Consumer Focus: We have superior understanding of
consumer needs and develop products to fulfill them
better.
Team Work: We work together on the principle of
mutual trust & transparency in a boundary-less
organization. We are intellectually honest in
advocating proposals, including recognizing risks.
Innovation: Continuous innovation in products &
processes is the basis of our success.
Integrity: We are committed to the achievement of
business success with integrity. We are honest with
consumers, with business partners and with each
other.


STRATEGIC INTENT
Focus on growing our core brands across categories,
reaching out to new geographies, within and outside
India, and improve operational efficiencies by
leveraging technology
Be the preferred company to meet the health and
personal grooming needs of our target consumers with
safe, efficacious, natural solutions by synthesizing our
deep knowledge of Ayurveda and herbs with modern
science
Provide our consumers with innovative products within
easy reach
Build a platform to enable Dabur to become a global
Ayurvedic leader
Be a professionally managed employer of choice,
attracting, developing and retaining quality personnel
Be responsible citizens with a commitment to
environmental protection
Provide superior returns, relative to our peer group, to
our shareholders



Business Structure



Dabur India
Limited
Consumer Care
Division
(72.8%)
Consumer
HealthDivision
(7.3%)
International
Division
(18.5%)


CONSUMER HEALTH DIVISION


Consumer Health Division dealing with classical
Ayurvedic medicines
It has more than 250 products sold through
prescriptions as well as over the counter
products. Major categories in traditional
formulations include:
-AsavArishtas
-RasRasayanas
-Churnas
- Medicated Oils
ProprietaryAyurvedic medicines developed by
Dabur include:
-NatureCareIsabgol
-Madhuvaani
- Trifgol
Division also works for promotion of
Ayurveda through organised community of
traditional practitioners and developing fresh
batches of students
JanmaGhunti, Hingoli, Sat Isabgol & Gripe
Water transferred to CHD from CCD for
greater focus.
Key initiatives:
New Honitus variants-
mulethi & mint
Dabur Activ Antacid
Launched


Campaigns to promote
ethicals portfolio.

INTERNATIONAL HEALTH DIVISION

IBD continued its strong growth reporting 43.3% growth
during 9MFY09.

Robust performance in GCC and North African
Markets.
GCC 47%
Dabur Egypt 85%
North Africa 96%
Bangladesh 52%
CHD
STRUCTURE
OTC (57%)
Generics
Branded
Products

ETHICALS
(43%)
Tonics
Classicals
Branded Ethicals


Nepal 14%

Key Category Drivers for growth are Hair Cream,
Toothpaste, Hamamzaithand Olive Oil.

Strong New Product Development rolls out continues:
Amla Hair Cream and new variants of shampoos being
launched in Q4.

New markets opened during the quarter are Lebanon,
Turkey, Mauritania and China

Key Initiatives
1980s: DIL Started as an Exporter. Focus on Order
fulfillment through India Mfg.
Early 90s: Set up a franchisee at Dubai in 1989.
Demand generation led to setting up of mfg in Dubai &
Egypt.
1995-2000: Renamed franchisee as Dabur
International Ltd. Local operations further
strengthened. Set up new mfg facilities in Nigeria, RAK
& Bangladesh.
Now: Building scale-18% of overall Dabur Sales
(9MFY09).High Levels of Localization & Global Supply
chain.



CONSUMER CARE DIVISION



CCD, dealing with FMCG Products relating to Personal
Care and Health Care
Leading brands -
Dabur - The Health Care Brand
Vatika-Personal Care Brand
Anmol- Value for Money Brand
Hajmola- Tasty Digestive Brand
and Dabur Amla, Chyawanprash and Lal Dant
Manjan with Rs.100 crore turnover each
Vatika Hair Oil & Shampoo are the high growth brand.
Strategic positioning of Honey as food product, leading to
market leadership (over 40%) in branded honey market.
Dabur Chyawanprash the largest selling Ayurvedic
medicine with over 65% market share.Leader in herbal
digestives with 90% market share. Hajmola tablets in
command with 60% market share of digestive tablets
category. Dabur Lal Tail is the 2nd Largest Brand of Baby
Massage Oil with 33% Market share.



DABUR VATIKA SHAMPOO
The shampoo industry in India is Rs 20 billion business
where Daburs shampoo brands is at Rs 1.3 billion in the
India. In shampoos, the company has outperformed the
market growing at 25% compared to an overall market
growth of 15%. The focus here is in establishing Dabur'
shampoos as natural / herbal shampoos-as a credible
herbal alternative to existing shampoos in the market. The
Vatika shampoo now has much more modern packaging
and communication. The newly launched Vatika Black
Shine Shampoo has been well received in the market.
Strong performance of Vatika range of
shampoos with a growth of 34%
during Q3 and 32.2% during FY09.
Vatika shampoos growing at double
the category growth of 19% (Value-
April-December 08)
HAIR CARE
17%
ORAL CARE
17%
HEALTH
SUPPLEME
NTS
13%
DIGESTIVE
S &
CANDIES
14%
BABY OILS
& SKIN
CARE
16%
HOMECAR
E
6%
FOODS
17%
CCD category performance of
Dabur

Volume Market Share up from 5% to 6.3% and
Value Market Share up from 5.1% to 5.9%
The focus of this initiative is to continue rapid growth in
revenue and profits leveraging three key strategic drivers -
Expansion, Acquisition and Innovation. In this roadmap,
while Dabur will continue to be positioned as an herbal
specialist leveraging its knowledge and credentials, it will
also widen its business canvass by extending its products
and organization capabilities to service the entire 'Health
and Wellness' space.

Vatika in Hindi means garden. The brand attempts
to live up to the promises beauty and nature that are
associated with its very name. Starting with these
associations Vatika has assiduously built a brand that
delivers on all these values through its various product
offerings. Vatika products contain natural ingredients that
have been blended together through scientific processes at
Daburs in-house research laboratories.
ALL ABOUT DABUR VATIKA
Vatika is a brand that espouses traditional wisdom
about health in a modern format. It believes that nature
has perennial answers to day-to-day health issues,
particularly when it comes to hair care and skin care. In a
world where modern living causes untold stress the Vatika
brand holds out the promise of providing natural
ingredients that rejuvenate and safeguard the human body

in an extraordinary way. This concept is put to work
through contemporary, modern products, offered by
Vatika.
The Vatika woman is young, contemporary,
educated, multi-faceted, achievement-driven and confident.
It is in the Vatika brand that she sees a true reflection of
her own personal ideals.
The green-and-white colours, used in its
packaging, reflect the brands natural ancestry and give it
a premium look. These also help Vatika stand out in the
cluttered environment of Indian retail. In this category
where players talk about chemicals ZPTO, Ketakenazole
etc Vatika Anti-Dandruff Shampoo has capitalised on the
consumers fear of chemicals by showcasing the efficacy of
lemon to eliminate dandruff with no ill effects on the hair.
The product innovation was fed by the vital
consumer insight that many women in contemporary India
are worried about hair problems caused by urban
pollution, frequent change of diet due to geographical
mobility and other factors. Beset by modern-day hair
problems, they are far more inclined to rely on home-grown
remedies.
Dabur Vatika offers a wide range of hair care
shampoo- Vatika Dandruff control, Vatika Black shine &
Vatika smooth & silky shampoo. All these shampoo serve
for a variety of Hair problems faced by the consumers and
a very strong alternative for the chemical & medicated
shampoos available in the market.

Removes
Dandruff loves hair
Vatika Dandruff Control Shampoo
removes dandruff without being
violent on hair. Discover non-violence,
the new beauty mantra captured in
Vatika Dandruff Control shampoo range. Enriched with the
goodness of nature, Vatika gently removes 100% dandruff
and prevents recurrence, without
causing any damage to hair. So what
you get is dandruff-free, beautiful hair.
That's the power of non-violence.

Beautiful Hair Naturally
Vatika Smooth & Silky Shampoo is a natural shampoo
that conditions from deep within, while gently cleansing
and nourishing the hair. Its offers the gentle & caring
touch of nature that leave the hair soft, silky and radiant.
It has the perfect balance of natural ingredients like
Henna, Green Almonds and Shikakai that turn dull &
lifeless hair into smooth & silky without damaging them.


Khoobsurat raho Befikar Raho
Vatika Black Shine shampoo is packed with the goodness
of Black Olives and Amla that help maintain the black
colour of the hair and give it incredible shine. Unlike
normal shampoos, Vatika Black Shine Shampoo does not
have any harmful chemicals. Its active natural ingredients
help maintain the black colour of the hair without
damaging them.

Beautiful strong hair naturally
The power of Almonds & Coconut Milk with Vatika
Root Strengthening Shampoo nourishes the hair from root
to tip and helps strengthen hair, reducing hair fall. Its deep
conditioning formula restores dry, damaged hair and makes
it soft & silky.


Dabur now presents a range of natural conditioners
under brand Vatika. The Vatika range of conditioners is
packed with active natural ingredients that ensure your
crowning glory shines with health. Daburs in-depth
knowledge of nature & natural ingredients has helped create
a range of conditioners that offer the goodness of nature
without any side-effects, and give problem-free hair.
Vatika Smooth & Silky Conditioner
Vatika Smooth & Silky Conditioner has active natural
ingredients like Henna and Amla that ensure natural
conditioning of hair, and Green Almonds, which help
nourish scalp and hair.
Vatika Root Strengthening Conditioner

Vatika Root Strengthening Conditioner is packed with
natural ingredients like Coco Milk, which provides
conditioning, and Almonds that help strengthen the hair
from root to tip.



Distribution network

The distribution network of Dabur India Limited is a very
simple but effective distribution network spreading across
various channels providing for an in depth coverage
facilitating the products to reach the consumers. The
products come from factory to the D.C situated in each state
of India and then the distribution divides into URBAN
DISTRIBUTION, RURAL DISTRIBUTION and MODERN
TRADE.
URBAN DISTRIBUTION
The urban distribution basically needs various
stockiest who are responsible to reach the market regions of
a place. They collect the stocks from the stockiest and
supply to wholesalers, semi wholesalers and retailers which

finally reaches the customers. The market regions are
divided into BEAT PLANS which consist of various areas to
be covered through distribution process. This beat plans
consist of BEAT TYPES which deal with WHOLESALE &
LINEWISE divisions for products that would help in efficient
distribution.



Scope and Limitations


SCOPE:
The study has been done for the hair care-shampoo
market by studying the market condition through the
retailers point of view so more or less it helps in
understanding the consumer preference towards the
shampoo market with special reference to Dabur
Vatika shampoo.

The study can help in analyzing certain weak point,
improving on which a company can overcome the low
sales of Dabur Vatika Shampoo but only in the
Bhiwandi region covering the areas Saheed nagar,Unit
3& 4 , Rasulgarh ,Jaydev vihar,C.S .Pur.

LIMITATIONS:
The study is based on the perception, ideas and
preferences of the respondent (retailers), which are
complex in nature and depend upon subjectivity of the
individual.

At times there was lack of cooperation from
respondent for research.

The research was carried out in certain parts of
Bhiwandi only therefore findings and suggestions are
limited to those parts only.



RESEARCH METHODOLOGY


Marketing research is a systematic problem
analysis, model
building and fact finding for the purpose of
important decision
making and control in the marketing of goods and
services.

- Phillip Kotler
Marketing research plays an important role in the process of
marketing starting with market component of the total
marketing tasks. It helps the firm to acquire a better
understanding of the consumers, the competition and the
marketing environment. Research extends knowledge about
a particular case through the researcher who builds up a
wealth of knowledge through their research findings.

It is a step-by-step logical process, which involves:
Defining a problem
Laying the objectives of the research
Sources of data
Methods of data collection
Tabulation of data
Data analysis & tabulation
Conclusions & recommendations


Research Plan
The Primary objective of the project was to understand
the prevailing market conditions of in Hair-care shampoo
market in chosen areas of Bhiwandi with special reference
to Dabur Vatika Shampoo through a market survey. What is
the trend in shampoo market and brand awareness of
Dabur Vatika Shampoo.
Nature of Research
Pure and applied research
Pure research is taken for the sake of knowledge
without any intention to apply it in practice. It is
undertaken out of intellectual curiosity or inquisitiveness. It
lays the foundation for applied research. Applied research is
carried on to find solution to a real-life problem so it is
problem oriented and action oriented.
Exploratory research
Exploratory research is preliminary study of an
unfamiliar problem about which the researcher has little or
no knowledge at all. It is done at two levels- first, the
discovery of variables in the situation. Second, is the
discovery of relationship between the variables.


Experimental research
It is designed to assess the effects of particular
variables on a phenomenon by keeping the other variables
constant or controlled.
Descriptive research
A descriptive study is a fact finding investigation aimed
at identifying the various characteristics of a problem under
study but it does not deal with testing of hypothesis. Data
are collected by using observation, interviewing and mail
questionnaire.
My project involved descriptive research of study
Data Collection
The descriptive nature of research necessitates
collection of primary data from retailers through market
survey, personal interview technique was used and
interview was conducted through structured questionnaire
the question was asked in prearranged manner. The market
research was conducted over a period of 60 days. Data was
tabulated, analyzed and suggestion and recommendation
were given.
Sources of data
Data refers to a collection of natural phenomena,
descriptors, including the results of experience, observation
or a set of premises. This may consist of nos., words or
images particularly as measurements or observations of a
set of variables.


There are two sources of data:
Primary Source
Secondary Source
Primary Source
Data obtained from the first hand by the researcher is
called the primary data. This data is that the researcher
collects himself. It is reliable way to collect data as it
requires researcher to interact with the source and extract
information. It allows the learner to access original &
unedited information.
Its methods are -
Surveys
Observations
Questionnaire
Experiments
I collected data using the primary method by
interviewing the retailers through a structured
questionnaire.
Secondary Source:
Secondary data refers to the data available in some form or
another and may include the result of the previously
performed research or the available materials. Secondary
sources take the role of analyzing, explaining & combining
the information from the primary source with additional
information.



INTERNAL SOURCE EXTERNAL SOURCE
Sales Records Internet
Marketing activities Standardized Sources - Store audits, CPP, etc.
Cost Information Electronic Published Data
Distribution Report Printed Published Data Feed back

The secondary source for my project is collected
from Dabur India Ltd website and by the data given by
Mr. Dheeman Bhattarcharya, the Regional Sales
Manager of Dabur India for Orissa. I was also provided
with needed information from Senior Sales Officer,
Bhiwandi
Research instrument
The Research instrument chosen for conducting the
survey was structured questionnaire as shown in the
annexure. The questionnaire includes open ended as well as
close ended question, few open ended question were
included to obtain the perception of the retailers.
Sampling Technique
The procedure by which some members of a given
population are selected as representatives of the entire
population.

Probability sampling: ones in which members of the
population have a known chance (probability) of being
selected
Non-probability sampling: instances in which the chances
(probability) of selecting members from the population are
unknown. The project involves non-probability sampling
technique
Quota Sampling: samples that set a specific number
of certain types of individuals to be interviewed. Often
used to ensure that convenience samples will have
desired proportion of different respondent classes.
My sample technique involved quota sampling as I
was provided five beat areas with definite number
of retail outlets to be covered in my project.
Sampling units
Sampling units were geographical area of Bhiwandi which
were divided into four market beat plan.
Geographical areas visited:
1. Saheed nagar.
2. Unit -3& 4.
3. Rasulgarh Laxmi, Palasuni.
4. Jaydev Vihar-Bda,Mayfair,M .Vihar,A.Vihar.
5. C.S Pur- Damana,Saileshri Vihar,Niladri vihar.

The retailers visited during the survey were considered
the sampling units.


Sample Size

The sample size according to the quota sample was
184retailers but I covered 118retailers so the actual sample
size is 118 units. This is because some of the outlets were
closed or did not respond to the survey, some were medicine
shops which did not keep shampoos and some did not keep
Dabur products which was the special focus of my research.



Data Analysis and Interpretation


Shampoo available in the counter
Availability
(Quantity in
Lari)
Sunsil
k H&S
Panten
e
Clini
c All
Clear
Clinic
Plus
Vatik
a
Garnie
r
Fructi
s
Dov
e
1 to 10 0 0 0 0 0 0 0 0
10 to 20 0 0 0 0 0 0 10 3
20 to 30 0 0 3 1 0 0 15 32
30 to 40 20 6 17 16 0 23 46 55
40 to 50 41 35 37 39 8 46 6 21
50 to 60 36 36 35 21 11 35 1 1
60 to 70 4 34 18 6 34 10 0 0
70 to 80 3 6 3 1 25 1 0 0
80 to 90 1 1 0 1 15 0 0 0
90 to 100 0 0 0 0 7 0 0 0
100 above 0 0 0 1 12 0 0 0
TOTAL 105 118 113 86 112 115 78 112

INTERPRETATION:
As per the data collected in survey and represented in the
table, we can observe the number of outlets where the
various shampoo brands are available. We found that
0
20
40
60
80
100
120
140
Sunsilk H&S Pantene Clinic All
Clear
Clinic Plus Vatika Garnier
Fructis
Dove
Series1

HEAD&SHOULDERS Shampoo is leading in availability,
present in 118 store, followed by VATIKA, PANTENE,CLINIC
PLUS, DOVE, SUNSILK,CLINIC ALLCLEAR,GARNIER
FRUCTIS
DABUR VATIKA comes in 2nd place with 115 outlets having
the availability in Sachet Shampoo category.
Shampoo Visible in the Counter
QUANTITY
VISIBLE
pantene H&S Vatika Clinic
All Clear
Clinic
Plus
Sunsilk Dove Garnier
1 to 10 89 97 91 68 89 76 96 67
10 to
20
11 11 3 5 18 1 2 0
20 to
30
0 0 0 0 0 0 0 0
30 to
40
0 0 0 0 0 0 0 0
40 to
50
0 0 0 0 0 0 0 0
50 to
60
0 0 0 0 0 0 0 0
60 to
70
0 0 0 0 0 0 0 0
70 to
80
0 0 0 0 0 0 0 0
80 to
90
0 0 0 0 0 0 0 0
90 to
100
0 0 0 0 0 0 0 0
100
Above
0 0 0 0 0 0 0 0
TOTAL 100 108 94 73 107 77 98 67



INTERPRETATION:
Visibility of various shampoo brands means the amount of
Lari of Sachets that are in display in the counter so that it is
visible to the consumers. Here we have H&S shampoo with
the visibility in highest no. of counters i.e. 97 followed by
DOVE,VATIKA,PANTENE,CLINIC PLUS,SUNSILK,CLINIC
ALLCLEAR,GARNIER.
DABUR VATIKA comes in 3
th
place with visibility in 91
outlets in Sachet Shampoo category.
Sale of Shampoo per Month
Quantity in
Lari
Panten
e
H&
S
Vatik
a
Clinic
All
Clear
Clini
c
Plus
Sunsil
k
Dove Garni
er
Saheed Nagar 590 734 742 863 1484 748 372 323
Unit 3&4 421 702 942 549 1821 692 518 316
Rasulgarh 248 338 490 320 993 411 224 161
Jaidey vihar 495 644 730 560 941 595 319 255
C.S.Pur 368 501 665 390 877 454 310 202
Total 2122 291
9
3569 2682 6116 2900 1743 1257

89 97
91
68
89
76
96
67
11
11
3
5 18
1
2
0
Shampoo Visible in the Counter
Series1 Series2


INTERPRETATION:
As per the data represented in the graph, it can be clearly
seen that CLINIC PLUS is the market leader in terms of
sales of sachets followed by CLINIC ALL CLEAR, SUNSILK
,VATIKA, H&S, PANTENE,DOVE and GARNIER.
VATIKA acquired no.5 in terms of sale in LARI.
Ranking as per sale & consumer Preference
Ratings-
Ranking Sunsilk H&S Pantene
Clinic
All
Clear
Clinic
Plus Vatika
Garnier
Fructis Dove Chik Others
10-RANK
1 3 24 1 0 53 1 6 6 0 0
9-RANK
2 19 31 7 6 10 9 5 8 0 1
8-RANK
3 19 13 13 4 15 9 6 16 1 0
7-RANK
4 20 15 11 15 6 18 5 9 0 0
6-RANK
5 21 9 10 12 3 18 10 14 0 0
5-RANK
6 4 2 22 23 3 17 6 17 0 0
4-RANK
7 5 2 20 24 4 14 11 12 1 0
3-RANK
8 2 0 8 11 1 8 28 10 0 0
2-RANK
9 0 0 0 0 0 1 0 2 9 0
1-RANK
10 0 0 0 0 0 0 0 0 2 0

Pantene
10%
H&S
13%
Vatika
13%
Clinic All Clear
15%
Clinic Plus
25%
Sunsilk
13%
Dove
6%
Garnier
5%
Sale of Shampoo Per Month


INTERPRETATION:
The rankings of various Shampoo brands are done
according to response from 118 retail outlets. CLINIC PLUS
has been rated the most preferred shampoo brand with 53
from 118 outlets
Dabur Vatika is rated rank 1 only by one outlet.

0
20
40
60
80
100
120
Pantene H&S Vatika Clinic All
Clear
Clinic
Plus
1-RANK 10
2-RANK 9
3-RANK 8
4-RANK 7
5-RANK 6
6-RANK 5
7-RANK 4
8-RANK 3
9-RANK 2


Analysis of Dabur Vatika


Quality of services provided by
distributors

Frequency of
salesman visit Excellent
Very
Good Good Fair Poor
Saheed Nagar 3 16 4 2 1
Unit 3&4 1 12 8 8 1
Rasukgarh 3 8 1 2 0
Jaydev vihar 0 14 5 4 1
C.S Pur 2 10 8 1 3
Total 9 60 26 17 6

INTERPRETATION:
The rating given by 73% retailers is Very Good when they
were asked about the number of times the salesman of
Dabur visits their outlets. This shows that the salesman
8%
51%
22%
14%
5%
Frequancy of sales promotion
Excellent Very Good Good Fair Poor

visit frequently to the retail outlets. The response from
Bhiwandi market is not satisfactory.
Salesman relationship with you
Salesman relationship
with you Excellent
Very
Good Good Fair Poor
Unit 3&4 1 10 14 4 1
Rasulgarh 2 5 5 2 0
Jaydev Vihar 0 4 15 3 2
C.s pur 0 2 10 5 7
Total 3 26 59 18 12

INTERPRETATION:
The rating given by 50% retailers is Good when they were
asked about the behavior and relationship maintained by
the salesman of Dabur Vatika with them. This shows that
the salesman have a good relationship with the retailers.

Providing all schemes & discounts
Providing all schemes & discounts Excellen
t
Very
Good
Good Fair Poor
unit 3&4 0 3 8 8 5
Rasulgarh 1 2 4 6 1
C .S PUR 0 2 3 4 15
Total 1 9 30 29 43

INTERPRETATION:

The rating given by 38% retailers is POOR which shows
that the retailers are not getting proper schemes and
discounts for Dabur Vatika Shampoo.
Credit facility provided by distributor
Credit facility provided
by distributor Excellent
Very
Good Good Fair Poor
Unit 3&4 0 4 8 5 7
Rasulgarh 2 2 3 4 2
C. s pur 0 0 5 8 11
Total 3 14 32 27 33

INTERPRETATION:
The rating given by 33 retailers is POOR which shows that
the retailers are not getting credit while purchasing Dabur
Vatika Shampoo.

Quality of Sales Promotion/Schemes of Vatika
Frequency of Sales
Promotion/Schemes Excellent
Very
Good Good Fair Poor
Unit 3&4 0 2 10 6 12
Rasulgarh 1 4 3 2 2
C.s pur 0 3 6 8 7
Total 1 10 36 30 37

INTERPRETATION:

There should be clear and proper sales promotion when it
comes to promoting the Dabur Vatika Shampoo to the
customers as well as the retailers because there is a mixed
response towards it as 10 retailers rate the promotional
activities as very good,36 retailers rate it as Good,30
retailers rate as Fair and 37 as poor.
Attractiveness of Sales Promotion/Schemes
Attractiveness of Sales
Promotion/Schemes Excellent
Very
Good Good Fair Poor
Unit 3&4 0 2 10 8 10
Rasulgarh 1 2 4 5 2
C.s pur 0 2 7 8 7
Total 1 7 36 33 39

INTERPRETATION:
The sales promotion activities are not attractive to create
consumer purchase and generate traffic for Dabur Vatika
shampoo as 7 retailers rate the Attractiveness of Sales
Promotion/Schemes is as very good, 36 retailers say
good and 33 say its fair, and 39 say poor.
Innovativeness of Sales Promotion/schemes
Innovativeness of Sales
Promotion/schemes Excellent
Very
Good Good Fair Poor
Saheed nagar 0 2 8 7 9
Unit 3&4 0 0 10 8 3
Rasulgarh 1 2 3 4 4
C.s pur 0 2 6 5 11
Total 1 6 37 28 37
INTERPRETATION:

The sales promotion activities are not innovative to create
consumer purchase and generate traffic for Dabur Vatika
shampoo as 37 retailers rate the Innovativeness of Sales
Promotion/Schemes is as good, 28 retailers say Fair and
37 say its poor.
Response to Competitors Schemes
Response to
Competitors Schemes Excellent
Very
Good Good Fair Poor
Unit 3&4 0 1 12 9 9
Rasulgarh 0 3 4 5 2
C.s pur 0 2 7 8 7
TOTAL 0 8 36 33 42
INTERPRETATION:
The response of 42 retailers was POOR,33 say FAIR,36
say GOOD and 8 VERY GOOD which implies that when
it comes to introduction of more schemes and immediate
response of Dabur towards the marketing activities and
strategies of competitor shampoo brands of HUL, P&G and
Garnier is NOT adequate.
Sufficient supply of stocks with Schemes/offers
Sufficient supply of
stocks with
Schemes/offers Excellent
Very
Good Good Fair Poor
Unit 3&4 0 0 10 7 13
Rasulgarh 1 1 8 2 2
C.s pur 1 2 6 10 5
Total 3 7 35 34 39
INTERPRETATION:

There is adequate supply of stocks with schemes/offers as
35 retailers rate the performance of stockiest of Dabur
Vatika shampoo as good and 39 retailers rated as POOR
which was inadequate.
Advertising & Merchandising
Adequacy of Advertising support
Adequacy of Advertising
support Excellent
Very
Good Good Fair Poor
Unit 3&4 0 1 11 13 5
Rasulgarh 0 2 6 6 0
C.s pur 0 2 7 10 5
Total 0 7 42 49 18

INTERPRETATION:
The advertisements for Dabur Vatika Shampoo is fairly
adequate but not sufficient enough as 49 retailers rate it as
Fair while 42 rate it as Good in terms of adequacy.
Effectiveness of the advertising in increasing sales
Effectiveness of the
advertising in
increasing sales Excellent
Very
Good Good Fair
Poor
Saheed Nagar 0 2 10 14
2
Unit 3&4 0 1 8 16
5
Rasulgarh 0 2 3 9
0
Jaydev vihar 0 1 8 10
5
C.s pur 0 2 12 6
4
Total 0 8 41 55
16



INTERPRETATION:
The advertisements for Dabur Vatika Shampoo are poor to
very good when it comes to increasing sales as 16
retailers rate it as poor and 8 retailers rate it as very
good.
Adequacy of shop-based material like posters, stickers,
danglers etc
Adequacy of shop-based
material Excellent
Very
Good Good Fair Poor
Unit 3&4 0 1 5 7 17
Rasulgarh 0 2 4 3 5
C.s pur 0 2 4 5 13
Total 0 7 22 27 60

INTERPRETATION:
There is insufficiency in shop-based materials as 33
retailers have responded Poor when it comes to shop-
based materials for Dabur Vatika Shampoo.

Quality of Media advertising
Quality of Media
advertising Excellent
Very
Good Good Fair Poor
Unit 3&4 0 0 5 12 13
Rasulgarh 0 1 3 3 7
C.s pur 0 0 3 6 15
Total 0 3 16 41 56



INTERPRETATION:
The quality of media advertisements is poor to fair as 56
retailers rated it as poor and 41 retailers rated it as Fair.
Frequency of merchandising
Frequency of
merchandising Excellent
Very
Good Good Fair Poor
Unit 3&4 0 1 4 8 17
Rasulgarh 0 2 3 2 7
C.s pur 0 0 3 8 13
Total 0 6 21 31 63

INTERPRETATION:
There is merchandising problem for Vatika shampoo as the
63 retailers rate it as Poor

Quality of merchandising
Quality of
merchandising Excellent
Very
Good Good Fair Poor
Unit 3&4 0 1 5 11 13
Rasulgarh 0 1 3 2 8
C.s pur 0 1 5 8 10
Total 0 5 19 39 55

INTERPRETATION:
The quality of merchandising for Vatika shampoo is also not
good as the 55 retailers rate it as Poor.


COMPETITOR ANALYSIS

Frequency of Sales Promotion/Schemes
RANKING Pantene H&S vatika
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 3 19 3 13 31 15 8 2
RANK 2 9 18 1 22 16 14 6 3
RANK 3 4 17 7 21 11 11 12 2
RANK 4 13 16 9 7 8 13 13 6
RANK 5 21 13 10 14 11 11 8 3
RANK 6 17 6 38 5 7 5 12 6
RANK 7 19 5 16 2 12 9 10 11
RANK 8 9 4 7 4 7 1 5 20

INTERPRETATION:
0
5
10
15
20
25
30
35
40
Pantene H&S vatika Clinic All
Clear
Clinic Plus Sunsilk Dove Garnier
Fructis
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7
RANK 8

From the interpretation of the data, we come to know that
Clinic plus and Clinic Allclear are on no.1 and no.2
respectively. Head & Shoulders, Sunsilk, Pantene are
ranked after them.
Dabur Vatika is ranked at no.6 that means it needs extra
effort to penetrate the market.
Attractiveness of Sales Promotion/Schemes
RANKING
Pantene H&S vatika
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1
3 19 3 11 30 13 7 2
RANK 2
9 18 1 19 17 14 8 3
RANK 3
4 17 7 21 12 10 6 2
RANK 4
13 16 9 7 8 11 10 6
RANK 5
21 13 10 13 10 5 6 3
RANK 6
17 6 38 4 7 6
11 6
RANK 7
19 5 16 1 11 7 8 11
RANK 8
9 4 7 2 7 3 5 20

INTERPRETATION:
0
5
10
15
20
25
30
35
40
Attractiveness of Sales
Promotion/Schemes
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7
RANK 8

Clinic plus and Clinic Allclear are on no.1 and no.2
respectively. Head & Shoulders, Sunsilk, Pantene are
ranked after them.
Dabur Vatika is ranked at no.6 that means it needs more
attractive schemes and promotion to penetrate the market
RANKING Pantene H&S Vatika
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 4 20 0 10 37 12 5 1
RANK 2 7 16 0 20 14 8 4 1
RANK 3 4 13 8 17 9 13 3 1
RANK 4 12 19 7 11 7 18 8 3
RANK 5 24 17 9 7 8 12 6 1
RANK 6 17 2 39 1 3 3 11 7
RANK 7 14 1 21 1 8 8 21 9
RANK 8 4 6 6 3 6 1 2 25

INTERPRETATION:
0
5
10
15
20
25
30
Clear
Fructis
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7
RANK 8

Clinic plus and Pantene are on no.1 and no.2
respectively.,H&S and Sunsilk are ranked after them.
Dabur Vatika is ranked at no.5 that means it needs to be
more innovative than its competitors in Sales
promotion/schemes.
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 10 22 15 8 38 12 4 1
RANK 2 7 13 12 18 13 10 6 2
RANK 3 6 14 14 15 8 15 8 1
RANK 4 10 18 22 13 13 12 11 3
RANK 5 16 13 13 11 10 13 8 2
RANK 6 11 2 17 4 7 3 14 5
RANK 7 14 2 8 5 11 9 10 7
RANK 8 5 5 2 4 2 3 32

INTERPRETATION:
0
5
10
15
20
25
30
35
40
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7

Clinic plus and Clinic allclear are on no.1 and no.2
respectively. Sunsilk, Head & Shoulders, Pantene are
ranked after them. Basically HUL & P&G are very good in
keeping their market share by responding quickly to other
competitor schemes.
Dabur Vatika is ranked at no.6 followed by Dove & Garnier
Fructis shampoo.
Sufficient supply of stocks with Schemes/offers

Clinic
All Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 5 17 0 11 37 14 6 2
RANK 2 8 15 0 14 16 2 7 2
RANK 3 6 18 12 13 11 16 8 1
RANK 4 8 19 11 11 10 14 5 2
RANK 5 21 11 13 9 10 13 8 2
RANK 6 17 9 31 6 11 5 11 3
RANK 7 18 4 16 3 2 6 13 8
RANK 8 3 2 12 7 3 3 2 19

0
10
20
30
40
Clear
Clinic
Plus
Fructis
Sufficient supply of stocks with
Schemes/offers
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7

INTERPRETATION:
Clinic plus and Clinic allclear are on no.1 and no.2
respectively.Head & Shoulders,sunsilk and Pantene are
ranked after them.
Dabur Vatika is ranked at no.6 that means it needs extra
effort to make the products with schemes/offers available in
the market.
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 5 14 0 16 20 15 4 1
RANK 2 7 23 0 15 8 13 10 1
RANK 3 8 10 22 23 7 10 9
RANK 4 20 12 15 7 10 9 6 4
RANK 5 16 20 18 10 7 5 15 1
RANK 6 15 10 21 11 6 11 5 11
RANK 7 18 0 14 1 15 5 9 29
RANK 8 5 0 4 0 20 7 5 34

INTERPRETATION:
0
10
20
30
40
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6

When it comes to advertising Clinic plus and Head &
Shoulders are no.1 and no.2 respectively. Clinic all clear is
no.3 followed by Pantene, sunsilk and Dabur are on no.6
after that Garnier fructis and Dove ranked at 7 and 8
respectively.
Effectiveness of the advertising in increasing sales
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 5 12 0 13 20 15 5 1
RANK 2 8 25 0 12 8 14 7 1
RANK 3 9 10 10 12 7 16 12 1
RANK 4 21 16 17 10 13 9 7 3
RANK 5 18 20 13 17 11 5 16 1
RANK 6 16 14 18 8 9 4 1 11
RANK 7 11 3 22 7 13 10 11 15
RANK 8 4 0 19 1 17 4 8 14

INTERPRETATION:
0
5
10
15
20
25
30
Clear
Fructis
Effectiveness of the advertising in increasing
sales
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7
RANK 8

When it comes to advertising Clinic plus and Head &
Shoulders are no.1 and no.2 respectively. Sunsilk is no.3
followed by Pantene and Dove. Dabur Vatika(no.6), Garnier
Fructis and Clinic all Clear in other positions. The
advertising of Dabur Vatika is not able to communicate to
its target market.
Adequacy of shop-based material like posters, stickers,
danglers etc
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 3 19 3 13 31 15 8 2
RANK 2 9 18 1 22 16 14 6 3
RANK 3 4 17 7 21 11 11 12 2
RANK 4 13 16 9 7 8 13 13 6
RANK 5 21 13 10 14 11 11 8 3
RANK 6 17 6 38 5 7 5 12 6
RANK 7 19 5 16 2 12 9 10 11
RANK 8 9 4 7 4 7 1 5 20

INTERPRETATION:
0
5
10
15
20
25
30
35
40
Pantene H&S vatika Clinic
All Clear
Clinic
Plus
Fructis
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7
RANK 8

From the interpretation of the data, we come to know that Clinic Plus and
Clinic allclear are on no.1 and no.2 respectively.Head &
Shoulders and Sunsilk are ranked after them.Pantene is
ranked at no.5 followed by Dabur Vatika which is ranked at
no.6 that means it needs to give effort towards more POP
Displays in the retail outlets.Dove & Garnier are no.7 and
no.8 respectively.
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 8 12 1 10 15 11 4 1
RANK 2 9 30 3 18 12 17 6 1
RANK 3 12 16 17 20 3 13 7 2
RANK 4 21 12 11 10 4 11 5 3
RANK 5 20 9 21 7 6 2 11 2
RANK 6 7 8 20 4 9 9 10 5
RANK 7 12 8 13 3 22 1 12 10
RANK 8 3 8 30 2 10 25

INTERPRETATION:
0
10
20
30
40
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6

When it comes to advertising Clinic Plus and Head &
Shoulders are no.1 and no.2 respectively. Clinic all clear is
no.3 followed by Pantene, Dabur Vatika, Dove, Garnier
Fructis and Sunsilk in other positions.
The quality of media advertising of Dabur Vatika is at no.5
which can be improved.
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 4 12 1 12 13 10 4 2
RANK 2 12 16 1 13 9 12 8
RANK 3 7 11 7 16 10 9 10 1
RANK 4 9 23 10 14 9 14 7 1
RANK 5 19 12 13 8 12 15 10 2
RANK 6 12 5 19 1 14 8 4 3
RANK 7 10 17 3 20 6 3 6
RANK 8 1 6 6 2 1 32

INTERPRETATION:
0
5
10
15
20
25
30
35
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7
RANK 8

Sunsilk and Clinic allclear are on no.1 and no.2
respectively. Dove, Head & Shoulders, Pantene are ranked
after them. Dabur Vatika is ranked at no.6 that means it
needs to give maintain more merchandising activities at the
retail outlets. Clinic plus & Garnier are no.7 and no.8
respectively.
Clinic
All
Clear
Clinic
Plus Sunsilk Dove
Garnier
Fructis
RANK 1 2 10 1 15 18 15 4 2
RANK 2 10 15 1 11 4 13 8
RANK 3 11 8 4 14 8 10 10 1
RANK 4 8 7 7 6 6 11 7 1
RANK 5 12 10 12 4 7 9 2
RANK 6 12 5 20 2 13 8 6 4
RANK 7 10 6 18 3 15 8 11 9
RANK 8 1 8 15 6 2 1 25

0
5
10
15
20
25
30
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
RANK 6
RANK 7


INTERPRETATION:
Clinic Plus and H&S are on no.1 and no.2
respectively.Clinic all clear , sunsilk, Pantene are ranked
after them. Dabur Vatika is ranked at no.7 that means it
needs to provide high quality merchandising at par with its
other competitors at the retail outlets.Garnier is at no.8
respectively.



FINDINGs


During the survey it was found that the availability of
Dabur Vatika shampoo (in lari) was less as compared
to other competitor brands.
The visibility of Dabur Vatika shampoo (in lari) was
also not good in most of the retail outlets.
All the variants Dabur Vatika Shampoo (sachets) are
not properly merchandised.
The retailers not satisfied with the credit system. They
want more credit days for the payment.
We found that in some of the retail outlet which are
located in the interior dont get the adequate and
frequent supply of the Dabur product.
The profit margin on Dabur Vatika shampoo (sachets)
is less as compared to other competitor brands.
The frequency of consumer sales promotion and
retailer sales promotions is not upto the mark.
The retailers are not satisfied with the damage
settlement of Dabur Vatika shampoo done by the
stockiest.
The retailers responded negatively when it came to
marketing and promotional activities of Dabur Vatika
shampoo with respect to other competitor brands.
In some of the store we found that retailers are
complaining about the behavior of the sales person as
they are saying that they will supply the Dabur
products only when if the purchase more than 5000 at
a time.


There are 10 outlets are covered indirectly through
wholesalers.
There are 10 outlets using self managed transportation
to get their required products from the nearer market.

RECOMMENDATIONS
The availability and visibility of a product should be
emphasized.
Better distribution channel should be maintained.
Company should introduce sales promotion schemes
like free weight, contest, free gifts trials, offers etc and
consider more below the line promotion for Bhiwandi.
A proper feedback mechanism should be established
so that feedback from consumer & retailers should be
taken and implemented.
There should be incentives for merchandisers for every
display they enroll.
Selection of skilled and trained salesman affects the
sales.
Right on time concept is very important in the FMCG
Industry because in the absence of it retailers
purchase other company products.
Frequency of advertisement should be increased to
make the consumer familiar to products.
Promote Vatika anti-dandruff variants- so that it will
compete with the Head & shoulder and Cilinic all
Clear.


Consumers have strong perception and belief about
the Ayurvedic nature of the Dabur, so that company
should come with the Ayurvedic concept Shampoo to
harness that segment of the consumer.



CONCLUSION



In the era of the tough competition in FMCG market. The
major sales and distribution make the product available and
visible in the marketing effective coverage play a vital role
for sustain or make the product growing.
So, in my project as Dabur is already having a very good
distribution network in the market. It should focus on new
strategies product like Vatika . Vatika goal can be achieved
efficiently and effectively distribution system.



BIBLIOGRAPHY



Websites
www.google.com
www.dabur.com
www.business-standard.com
www.wikipedia.com
www.marketresearch.com
www.timesofindia.com

Analysis of Dabur Vatika Shampoo Market Share 2010-11

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Analysis of Dabur Vatika Shampoo Market Share 2010-11

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INTRODUCTION

ANALYSIS OF SHAMPOO [DABUR VATIKA] 2010-11

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