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participants. Another study treated wounds and leg ulcers for 59 patients,
of whom 80% had not responded to conventional treatment, with
unprocessed honey. Except for one patient, all the others wounds showed
improvement. Whats more, the infected wounds became sterile within one
week of honey application.
In traditional medicine, one of the health benefits of honey includes the
treatment of respiratory infections. Daily consumption of honey is used to
deal with issues such as excess mucus and asthma.
Clinical research has also shown that medical-grade honey can destroy
food-borne illness pathogens such as Eschetichia coli and salmonella.
Honey has also shown promise in fighting bacterial strains that have
developed resistance to antibiotics. Research has shown that honey is
effective against methicillin-resistant Staphylococcus aureus and
Pseudomonas aeruginosa. Honey fights infections on many levels making
it difficult for pathogens to develop resistance to it. Antibiotics by contrast,
typically target bacteria while they are growing, giving them an opportunity
to evolve resistance. Honey is also found to disrupt what is known as
quorum sensing, which reduces the virulence of bacterial pathogens, and
allows antibiotics to take effect.
#5 Honey is an energy food
One of the important uses of honey in traditional medicine is as an instant
energy booster. As mentioned above, honey contains many different kinds
of sugar molecules, especially glucose and fructose. However, unlike white
sugar where fructose and glucose are combined as sucrose and require an
additional step in the digestive process, in honey, these two sugars are
separate. Thus, the glucose acts as an instant energy source.
The United States National Honey Board recommends consumption of
honey because it contains many vitamins and minerals in small amounts. A
list of these include: niacin, riboflavin, pantothenic acid, calcium, copper,
iron, magnesium, manganese, phosphorus, potassium and zinc.
Honey should not be given to infants under 12 months of age due to the
risk that it may contain spores of the botulism bacteria that can lead to
infant botulism. These spores are found in dust and soil and could find their
way into honey. An infants system is still not geared to defend itself against
this kind of infection.
Another point to remember is that honey is not very different from white
sugar when it comes to diabetics. Both products increase the blood sugar
level and the same care must be taken by diabetic patients.
Uses of Honey in Siddha and Ayurveda
Perhaps no one has explored honeys benefits in as much depth as Indians
have. Honey was considered to be natures gift to mankind and was
prescribed as an essential ingredient of every kitchen. It was seen as an
important part of the diet for anyone over 12 months of age. Honey was
considered a predigested food, and was said to be easily digested by
human beings. One of the uses of honey in both Ayurveda and Siddha is as
a vehicle for medicines. When mixed with honey, medicines are easily and
quickly absorbed by the body, and they spread across the system through
blood circulation. Honey is also said to maintain the potency of a medicine
and prolong its effectiveness.
Siddha texts prescribe honey as part of the treatment for ushna (loosely
translated as heat) related issues, excess mucous, vomiting, gas problems
and impurities in the blood. Siddha texts identify seven different kinds of
honey, of which the honey collected from dense mountainous forests,
known as malaithen or mountain honey, is said to have the highest
medicinal value. This kind of honey is said to carry in it the properties of
many medicinal plants from which the bees collect nectar.
Traditional remedies and uses of honey
Honey Water
1-3 teaspoons with a glass of room temperature water, twice a day
nourishes tissues and helps alleviate weakness in the nervous
system.
1-3 teaspoons with a glass of lukewarm water provides instant energy
and helps in weight management.
Topical uses
Honey smeared over abrasions promotes quicker healing and minimizes
the scar.
Benefits of honey and lemon
Twice a day, for 20 minutes each, apply equal parts of honey and fresh
lemon juice on the face topically. This can remove black marks on the face.
Ginger honey drink
Brew #1
Beat ginger and crush it to extract juice. Leave the juice for 15
minutes in a glass container.
Leave the sedimentation and store the clear juice in a refrigerator for
5-6 days.
Mix two teaspoons of this ginger juice and two teaspoons of honey
and consume it in the morning every day on an empty stomach. This
helps purify the blood. It can be consumed for 48 days once every 6
months.
Brew #2
Wash fresh ginger and peel off the skin.
Cut ginger into small pieces, soak it in honey in a wide mouth glass
bottle.
Cover the bottle mouth with a thin, white, cotton cloth and keep in the
sun for 12 days.
Consume 2-4 pieces daily in the morning and evening to get rid of
any indigestion issues.
Brew #3
Mix four teaspoons of ginger juice, four teaspoons of honey and two
teaspoons of lemon juice in three-fourths of a cup of water. Consume. This
helps reduce your susceptibility to cold.
Heart care
Take fresh juice of one pomegranate and add one tablespoon of
honey in it.
Consume every day in the morning on an empty stomach.
Make holes in dates by piercing them with a needle. Soak in honey
and consume 2-4 dates twice a day.
If you suffer from cold-related diseases or are one of those who has to deal
with blocked nostrils every morning, the consumption of neem, pepper,
honey and turmeric can help to a great extent. Heres a couple of simple
remedies.
Q3
SALES PROMTION TECHNIQUES
Consumer Sales Promotion Techniques
Consumer sales promotion is a marketing technique that is used to entice
customers to purchase a product. The promotions typically last for a set
period of time and are used to achieve a specific purpose, such as
increasing market share or unveiling a new product. A number of
promotional techniques are commonly used by product manufacturers and
sellers.
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Sampling
Providing free samples is a technique used to introduce new products to
the marketplace. Samples give the consumer a chance to see how well
they like a product or try something they otherwise would not normally buy.
Local bakeries can hand out their new creations at a farmer's market.
Manufacturers of scented candles can give away samples at a local gift
shop. Sampling is sometimes used as part of a larger marketing campaign
that includes local newspaper or radio advertising.
Free Trial
A free trial is a way for a consumer to try a new product while eliminating
risk. It may be used when a product is unique to the marketplace, which
can make consumers leery of trying it out. This technique is commonly
used in television infomercials where the buyer has 30 days to try the
product, during which time he can return it for a full refund if he's not
satisfied.
Related Reading: Sales Promotion Advantages
Free Gifts
Free gifts entice consumers to make a purchase by including a bonus
along with the product. The gift may be included in the outer part of the
product packaging to serve as a visual attraction. It may also take the form
of a prize inside the package. As an example, a local food company could
place cash or gift cards inside random packages of its products.
Contests
Contests offer the customer a chance to win prizes like cash or store
merchandise. For example, an electronics retailer could hold a karaoke
contest at its store, while using local celebrities as judges. The contestant
who is voted the winner would receive a prize such as a piece of audio or
video equipment. Being creative helps generate more buzz about the
contest, and ultimately, the product you are trying to sell.
Special Pricing
Special pricing is used to offer consumers a lower price for a period of time
or to purchase in multiple quantities. For example, a retailer may offer a
product that normally costs 50 cents at a price of 3-for-99-cents during the
promotional period. Manufacturers often provide funds to the store to
subsidize the price reduction.
Dabur honey is the product of Dabur India Ltd. The company has a history of 125
years in Indian market since 1884, its a Kolkata based family run business, the
pioneer of the company is Dr S K Burman . Dabur is the 3rd largest FMGC
company in India referring to the annual report of Dabur 2011-2013 and dabur
Dabur honey was initially considered as pharma product and used only for the
medicinal purposes, and this was the biggest challenge for the company and
realised that it is because of this reason the honey dint have great demand in Indian
market this was before 1980s and the competitors of those time used fancy
packing and pricing strategy which was trouble to the company and this is when in
the year 1991 national advertising was made and the brand was placed on the
purity platform and this was the right strategy used to capture customers in Indian
market
MANAGEMENT & OWNERSHIP STRUCTURE
Board of Directors
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind. The
Board comprises of:
Chairman
Dr. Anand Burman
Vice-Chairman
Mr. Amit Burman
Whole Time Directors
Mr. P.D. Narang, Mr. Sunil Duggal, Mr.Pradeep Burman
Non Whole Time Promoters, Directors
Mr. Mohit Burman
Independent Directors
Maharaja Gaj Singh Mr. P N Vijay Mr. R C Bhargava Dr. S. Narayan
The C.E.O
Sunil Duggal
(Chief Executive Officer)
Dabur India Limited
25th July 2014
Customer value and benefitThis Ayurvedic industry is very complex industries with a manufacturing process,
which is sensitive and requires expert supervision as Dabur Honey enjoy good
brand loyalty.
The survival of the company over years is an add on trust and dependability of the
customer towards the product and the biggest challenge to the company to
maintain the image and brand loyalty in the market. The rising awareness on health
and fitness promotes the use of honey over sugar
The value for money is also a problem because pricing down will spoil the brand
image and the trust of the product
The competitors use this to their advantage by using region names to build the trust
factor among the customers such as Kashmir honey, Coorg honey etc and price
them much cheaper compared to Dabur honey and attract customers.
31st July 2014
Buying behaviour and decision-making process:
The customers compares on the value given by that particular customer over other
similar product
To understand the people buying behaviour of honey you have to segregate the
customers based on the place and buying behaviour of the country
The countries which are fast moving such as Japan, China are other nations you
have look into their consumer pattern as people are busy most of the time the
packaging of the product has to be big and the product should be advertised as the
healthy product and can b consumed raw without any perpration, well this may not
working in countries like India as people buying behaviour is different and they
wish to buy grocery once in a monthn or once in 15 days as a result small quantity
packing are prefred over bigger once
And when it comes to region base the nature of the product have to be shown
according to the region when it comes to metropolitan countries when honey is
shown as a healthy and can go along with and complimentary foods will work
effectively where as in the places where woman are not much employed and are
usually house wives the health benefits of the honey will play an important role
when compared to other features and attracting children ill also be an effective
move
When the product is consumed for the first time the first thing to worry will be the
consumption pattern of the product as it will be the kind of product which should
be consumed with another item and you can pitch on the brand name and loyalty
The customer will also think about its usage which is the products perish ability
and the health benefits of the honey
Myth that even sweetness in honey is bad for diabetic patient
Product lifecycle and Industry Lifecycle
The product life cycle has 4 stages, shown diagrammatically in the figure below :
Product:
Factor involves products variety, quality, design, feature, brand name packing,
sizes warranties and returns
In Dabur honey product there is no variety as it is naturally produced and any
addition of flavour will lose its originality
Before Dabur honey used to come in glass bottles later for the consumer
convenience we presently have plastic bottles and which are easy to use
Product Strategy
Dabur honey is frequently purchased good and consumed within one or few
uses and hence its non-durable Convenience goods under product differentiation
Product Hierarchy
Need Family/Produt Family
Food Products
Product Class
Dabur products (Dabur Amla, Chyawanprash,vatika,Honey,fem,hajmola,)
Product Line
Sugar,Sweetner, Honey
Product type
Dabur Honey
Item
20gm,50gm,100gm250gm,400gm,500gm&1kg
Ref: http://www.scribd.com/doc/44779165/Price-List
Core benefit and Basic product for Dabur honey core benefit will be healthy
food product
Expected Product Dabur honey is the natural substitute of sugar and can give
healthy benefit by having Honey with lime and luke warm water
Augmented Product Pitchco bottle are introduced for kids to use
Potential Product Continues Champaign and brand Ambassador Amithab Batchan
and brand itself its the are potential product for Dabur honey.
http://www.dabur.com/About%20Dabur-Dabur%20Manufacturing%20Facilities
%20in%20India
Office
Corporate Office
Kaushambi
Ghaziabad - 201010
(Uttar Pradesh)
Factory
Baddi Amla/Honey Unit
Jammu Unit I , II & III
Dabur Nepal Nursery
Birganj Office
Kathmandu Office
Overseas Offices/Subsidiaries
Dabur International Limited
Dabur Egypt Limited
Asian Consumer Care
African Consumer Care Limited
London, United Kingdom
Dabur International Ltd
United States
Dabur International
Dabur Nepal Private Limited
The dabur company have subsidiaries and 6 major manufacturing plants with the
help of distributers and the subsidiaries they are able to cover majority of parts and
they are market leaders with 50% market share
Promotion:
Once the product has been manufactured, priced rightly and is distributed, the next
task of the marketer is to inform potential customer about the product and persuade
them to buy the same. The promotion element of marketing mix is concerned with
activities that are undertaken to communicate with both customers and participants
in the channel of distribution such that sales goals are realized. There are different
promotional activities like-: Advertising, Sales promotion, trade promotion,
personal selling etc. but one of the most convenient and effective one that most of
the industries uses is the Advertising and Sales Promotion.
Advertising: Dabur has created the huge brand image and a vast product following
by associating mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek
Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on the advertising
ofDabur honey. So far the company has been successful in this mission as the
people now know the brand and ask for its products by name
Sales promotion: An activity designed to boost the sales of a product or service.
It may include an advertising campaign, increased PR activity, a free-sample
campaign, offering free gifts or trading stamps, arranging demonstrations or
exhibitions, setting up competitions with attractive prizes, temporary price
reductions, door-to-door calling, telemarketing, personal letters on other methods.
More than any other element of the promotional mix, sales promotion is about
action. It is about stimulating customers to buy a product. It is not designed to be
informative a role which advertising is much better suited to.
Sales promotion can be directed at:The ultimate consumer (a pull strategy encouraging purchase)
The distribution channel (a push strategy encouraging the channels to stock the
product). This is usually known as selling into the trade
Target Group
Positioning
And for the repositioning of dabur product the company changed the logo and the
details of it is as follows
Branding:
Dabur decided to revamp its brand identity. Dabur associated itself with Amitabh
Bachchan, Vivek Oberoi, Rani Mukherjee and Virender Sehwag for endorsements.
New packaging and advertising campaign saw the sales of honey grow by 8.5 per
cent in 2003-04.
The year 2004-05 saw a whole new brand identity of Dabur. The old Banyan
tree was replaced with a new, fresh Banyan tree.
The logo was changed to a tree with a younger look. The leaves suggesting
growth, energy and rejuvenation, twin colors reflecting perfect combination of
stability and freshness, the trunk represented three people raising their hands in joy,
the broad trunk symbolized stability, multiple branches were chosen to convey
growth, and warmth and energy were displayed through the soft orange colour.
Celebrating Life was chosen as a new tag that completely summarized the whole
essence.
Dabur has released a compilation of honey-based recipes, titled Big Bees Secret
Honey Recipes. Amitabh Bachchan, after whom the book is titled, is the brand
ambassador of Dabur Honey along with M S Dhoni.
Analyzing Business Markets:
Consumer behaviour is influenced by three factors- cultural
(cultural,subculture,and social class) social (reference group, family and social
roles and status) and the third one is personnel (age, stage in life cycle, lifestyle,
personality and self concept)
When it comes to the product dabur honey the physiological process which affects
the buying behaviour of the customer is
Motivation the product its self is a motivational product for the health conscious
people
Perception is the band loyalty and purity of the product
Learning and memory is the use of brand ambassadors such as M S Doni and
Amitabh Bachchan and the tag line used such as Maar Dakka to promote the
product.
Holistic or Sustainable Marketing:
Traditionally market orientation (MO) focuses on micro environment and the
functional management of an organisation. However, contemporary organisations
have widened their focus to incorporate more roles, functions and emphasis on the
macro environment.
Sustainable Market Orientation (SMO) combines the principles of MO with a
macro marketing systems management approach, a stakeholder approach to
integrated corporate social responsibility and marketing strategy, and the use of the
sustainability management concept. SMO will serve to move corporate
management beyond the micro economic and functional management prescribed
by MO and provide a more comprehensive, stakeholder based approach.
DABURS SOCIAL INITIATIVES
Sustainable Development Society (Sundesh)
Sundesh is a non profit organization engaged in carrying out welfare
activities with the aim of improving the quality of life of the people in rural
areas. Mr. Pradip Burman is the Founder Chairman. Sundesh is majorly involved in
Health Care, Education and other socio economic activities.
Sundesh started with Health Care and today its activities have diversified
into various other projects like education, veterinary services and income
generation activities. These projects were implemented after the need assessment
survey of the rural community. The enthusiastic volunteers support the society in
implementing various projects in the rural areas through their consistent efforts.
Sundesh is executing various integrated rural development projects in the villages
of Ghaziabad and Gautam Budh Nagar Districts (Uttar Pradesh) in India.
SUNDESH is associated with the following activities
Education
Health Care
Self Help Groups (Micro Credit Society)
Income Generation