Dabur

J.D.
BIRLA INSTITUTE (MANGEMENT SECTION)
ABSTRACT
A major purpose of marketing is to satisfy human needs by delivering products of various types to
buyers when and where they want them at a reasonable price. This is where distribution channels
come into picture. A distribution channel plays an important role in enhancement of sales
growth. Effective distribution strategy and efficient distribution management compliments the
other marketing variables and helps in achieving the marketing goal of organizations. The project
involves evaluation of the existing market for white tooth powder in tooth powder segment and
the opportunity the company has on the basis of the distribution strength .
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J.D.BIRLA INSTITUTE (MANGEMENT SECTION)
ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to complete this
project. I want to thank Mr.Anirban samaddar, Regional Sales Manager of Dabur India. Ltd.
for giving the opportunity of working with Dabur and for giving me the permission to
commence this project and do the necessary research work required for the project. I am deeply
indebted to him for the support provided by him during the course of my research.
I have furthermore to thank Dr. Suman K. Mukherjee, Director of J. D. Birla Institute who gave
and confirmed this permission and encouraged me to go ahead with my project. I am obliged to
Mr. Debashis Chaudhuri, faculty of J. D. Birla Institute whose suggestions helped me all the
time for writing my report. I am also thankful to all the faculty members of J. D. Birla Institute
for their help, support, interest and valuable hints.
I would like to give my special thanks to all my friends for offering suggestions for
improvement and for their stimulating support. Lastly, I would like to thank my family who
were of great help in difficult times.
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CONTENTS
SR. NO. PARTICULARS PAGE NO.

ABSTRACT
ACKNOWLEDEGMENT
1. Introduction 03
1.1 Objectives 04
1.2 Aim and Scope of the project 04
1.3 Company profile 05
2.
2. Methodology 06
3.1 Introduction to Research Methodology 06
3.2 Qualitative and Quantitative Research Data gathering 06
3.3 Data Analysis 7-9
7-9
4. Problem Statement 10
5 Results 11
5.1 Findings 11
5.2 Experiences After Return 12
5.2.1 Work life 12
5.2.2 Social life 12
5.2.3 Company Support 13
5.2.4 Individual Coping Strategies 13
5.3 Recommendations 14-15
14-15
6 Conclusion 16
7 Executive Summary 17
Annexure
Glossary
Bibliography
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1. INTRODUCTION
The focus of my topic is on the component of marketing mix with respect to the tooth powder
segment in semi urban and rural areas around Kolkata. It comes under the purview of
‘Marketing Management’. Marketing mix is a set of marketing tools that a firm uses to pursue
its marketing objectives in the target market. McCarthy classified these tools into 4 broad
groups that he called the 4P’s of marketing: Product, Place, Price and Promotion1.
The comparative analysis is done with the help of a market research on oral care products like lal
dant manjan and white tooth powder of Dabur and Colgate respectively. The major
competitor for Dabur in white tooth powder segment would be Colgate who has the maximum
market share. The study revolves around the distribution strengths and strategies of both the
companies.
1.1 OBJECTIVES
The project deals with evaluating the existing market for white tooth powder in order to help
Dabur in entering the white tooth powder segment which is over the years monopolized by
Colgate-Palmolive. The major objectives of this research are as follows:
• To analyze the competitors of the company in the white tooth powder category on the
basis of their strengths, weaknesses and strategies.
• To carry out a Stockiest survey to understand the market they cater and there distribution
process.
• To carry out a retail audit to analyze the distribution strength of the companies.
For the purpose of conducting a Stockists survey and analyzing the company’s competitor’s
strength, a detailed market research is required. Market research involves various techniques or
instruments. With the help of these techniques, the demand as well as the competitor’s strategies
and objectives can be understood.
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1.2 Aim and Scope of the project
The aim of this project is to conduct a market survey in Hoogly and Howrah districts near Kolkata
to help Dabur to analyze its and the competitor distribution strength in the tooth powder segment
and thus help them launch a new product in the white tooth powder segment.
I chose marketing over other areas of management because this area will give me a scope to do lot
of research work and allow me to provide my own insights to this project. I have known Dabur as
a major fmcg brand over the years but to work for the launch of a new product is quite challenging
and it would add to my knowledge base as I can apply what I have studied and I will get a market
exposure in the process. I have to use questionnaires as my research tools and conduct a market
survey which would consists of Stockiest survey and Retail audit, and would take necessary steps
and give recommendations from my side to Dabur regarding distribution strength of its
competitor and the willingness of the retailers to sell a new product in this segment.
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1.3 Company Profile
Dabur was started as a small pharmacy by Dr. S.K Burman. After completing 125 years, Dabur is a
renowned brand in India and known for its trustworthiness more than anything else. DIL is the third
largest FMCG Company in India with a turnover of 2,233 crores. DIL operates under three categories,
Consumer Care Division, Consumer Health Care division, and Dabur Food. In July 2007 Dabur Food
became the separate identity (Dabur, 2008.
Dabur’s product range encompasses health care, personal care, ayurvedic specialties and food
segments. Well-known brands include Amla Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care
and Pudin Hara
Dabur has been marketing its products in more than 50 countries all over the world.
Distribution
Shopkeepers selling Dabur India's consumer products would now learn marketing through role-plays
staged by professional actors at their shops. As part of a recent initiative titled Astra, advanced sales
training for retail ascendance, FMCG major has recruited 75 sales and HR managers across the
country who would educate over 2,000 distribution channel partners of the firm about the
complexities of sales and distribution through the audio-visual medium. Dabur has a distribution
reach of 25 lakhs retail outlets across the country. About 75 per cent of the company's sales come form
rural areas, hence, it has created the Astra training consultancy module in five vernacular languages,
Bengali, Tamil, Telungu, Malayalam and Kannada2.
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3. METHODOLOGY
3.1. INTRODUCTION TO RESEARCH METHODLOGY
“Research is an organized and systematic way of finding answers to questions.” The words
‘organized’ and ‘systematic’ indicate that there is a structured set of procedures and steps, which
is followed during the research process in order to get accurate results. Question is central to
research, without which no answer can be relevant. Finding answers is the end of all research.
The objective of this research is to gather information about the distribution strength and overall
demand for white tooth powder. The research also finds out about the market leader in the
particular category channels in the various districts near Kolkata. The research will thus give the
data required to analyze the product demand and distribution channels strength of Dabur.
3.2 Qualitative and Quantitative Research and Data Gathering

To prove the hypothesis, data were required. This data was to be collected from competitors
Stockiest as well as the retailers to gain knowledge about the various players in the market.
PRIMARY DATA: Two questionnaires were shaped, each for the Stockiest and the Retailers. A
total of 100 retailers and 6 Stockiest were to be interviewed. Each of them was required to fill up
the questionnaire. Selection of was retailers done through area-wise along the beat and the
Stockiest along the districts. Two Districts near Kolkata were selected and each of these areas was
visited as per the tour plan, from where samples were collected by Stockiest filling up the
questionnaire. Retailers from each area were interviewed.
SECONDARY DATA:
The secondary data will be collected through various journals and articles relevant to the issue.
Websites, company handouts, word-of-mouth will help collecting the secondary data required for
the research. The secondary data will be collected from the organization itself.
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3.3 DATA ANALYSIS
B y the end of year 2008 Colgate gained 45% share in the toothpowder segment, thereby further
consolidating its leadership position through successful competitive strategy. It is followed by
DIL's Lal Dant Manjan(ldm) possessing a 29% share along with other smaller players such as
Amar Remedies Limited (ARL) and Ajanta India Ltd. In the past couple of years, the toothpowder
market has been witnessing marginal decline by low single digits. This trend can be attributed to
an increasing number of consumers shifting directly from natural products such as datun to
toothpaste rather than the gradual initial shift to toothpowder. However, this market is expected
to sustain a CAGR of 1 - 2% for the next few years20.(refer annexure A1)
In order to estimate Dabur’s opportunity in WHITE TOOTH POWDER (wtp) segment primary
data and the secondary data so collected will be then processed. The data so collected will be
analyzed with the help of statistical tools and techniques available. In this section Data collected
over a period of time, is presented in graphical form so as to analyze the present status of Dabur
Limited with respect to its rival and determine how its products and distribution channels affect
its position in the semi urban and rural market.
Stockists are one of the most important elements of the distribution channel of an fmcg company.
After conduction a stockist survey in 2 districts Howrah and Hoogly it was found that in both the
districts Dabur red tooth powder market has 33% higher turnover than Colgate (refer
annexure A1). However Dabur has a great opportunity to enter into the white tooth powder
(wtp) segment and which comprises of 22% and 41% respectively and can earn a relative market
share (refer figure 2).
It is found that Colgate in order to increase its market share in oral care segment has penetrated
deeply in the semi urban markets like Kali babu bazaar, Sibhpur bazaar, G.t.road, Belious road in
Howrah and Chuchura, Rishra, Shrerampore in Hoogly districts has developed a strong
distribution channel which is almost equally matched by Dabur, who is covering almost 97% of
the total market (refer figure 3). Thereby it would it provides Dabur a comparative advantage
in the wtp segment as the cost incurred in distribution would be relatively lesser.
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The retailers contributes almost 60% of the total sales of Dabur (refer annexureC4) and
Dabur provides more margin to retailers (refer annexureA6) which will act as a value
proposition and would induce them to sell Dabur’s product if Dabur does the same in the wtp
segment.
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Responses from retailers were also collected and collated. Retailers were interviewed mainly
district wise. Dabur network’s is the stronger in Howrah district. 89% of the retailers interviewed
kept Dabur ldm in their outlet on an average (refer annexureA6) Retailers also specified that
Dabur products sale was higher. While Colgate has a better market in Hoogly where only 85% of
the retailers kept Dabur ldm (refer annexureA6) .
(Annexure B2 & B3 ) shows that the Colgate 50 gm and Dabur’s ldm 60 gm skus has the
highest availability in both the district. Thus to attract the consumer in the rural market, it would
be ideal for Dabur to launch a product in 60 gm skus.
It is found that the order placed by the retailers is almost same. Its is just the demand for the
economic pack size and the value proposition given by the company which makes the retailer to
order that particular pack size more. It was found that the maximum retailers placed order in the
range of (6-11) of order placed (Annexure B4 & B9). It was found that the out of 100 outlets
visited Dabur has a 57% and Colgate has a 43% counter share on an average. So say if there are
100 skus of toothpowder and Colgate holds 43% of the counter share i.e.43 then if Dabur wants
to gain a relative share then it can do so by taking the relative share of Colgate. If the company
wants the retailers to switch to the next product order range, they have to come up with a new
purchase quantity offer.
The rural market is very price sensitive 90% of the rural people ask for low priced products (refer
annexureB11). The retailers states that Colgate economic size packs has a greater demand as it
is comparatively economic to the various skus. Dabur provides various skus at a very minimal
price. Presently Colgate is selling its highest selling sku 50 gm at Rs 11 so Dabur either has
provide 60 gm at the same price or 50 gm at a lower price. It was also found that there are certain
low priced white tooth powder already in the market like Lava and Niharica.
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4. HYPOTHESIS
“Distribution channels forms the bedrock of modern organizational growth”
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5. RESULTS
5.1 Findings
Dabur has a great opportunity to gain a relative market share by entering into the
white tooth powder segment. From the samples collected it was found Dabur also
has a strong distribution channel in the rural market and has strong brand image.
Price of the product was of utmost importance to 90% of the population whereas taste and
packaging influenced only 60% of the population (refer annexureB11). In the rural market
it is found that even though new tooth powders are launched but it did not gain a
market share. Purchase was also induced by brand image to an extent but awareness and
variety was not of much relevance to maximum population. Brand loyalty played an important
role where consumers were reluctant in switching brands.
It has been found the wholesalers contribute a 38% of Colgate wtp sales while Dabur’s wholesaler
contributes 58% of the total sales (refer annexureA6). The company has a great opportunity of
targeting the wholesaler segment too.
Offers did not excite 45% of the population (Refer to Table B11). From 55% excited by the
offers not all preferred all the types of offers provided by the company. A ‘price off’ won maximum
votes with ‘extra quantity’ following.
With new brands entering the market, it is important to maximize your market share. With 70 %
of the retailers’ (refer annexureB11) are affected by an increase in margin. Presently Colgate
providing 7.8% on all skus and say 1% trade load. Then the retailer is earning .90 paise on each
sku . So it would be beneficial for the Dabur to provide a comparatively higher margin and
thereby increase its market coverage and market shares. Introducing a new product at a lower
price, making it available to the consumers by having a strong distribution channel and
promoting the product to create awareness is becoming important.
Thus along with the other factors distribution channel plays a vital role in a launch
of a product in a market segment which is monopolized over the years.
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5.2 Experiences after Return
5.2.1 Work Life
A normal working day at Dabur starts at 10.00 a.m. in the morning and continues till 7:30 p.m. in
the evening. The regional office is headed by Mr Anirban Samaddar, the Regional Sales Manager.
Each employee is provided with a desk of his own to work on. My project required more of field
work, so much time was spent outside office interacting with the distributor of DABUR and
collecting samples in the form of questionnaires from the stockiest and the retailers. At the end of
each day, data was tabulated on PC at home and daily reports were regularly mailed to the
manager.
5.2.2 Social Life
Communication at the office was not only formal but also informal. Dabur gave me a chance to
interact with the company’s Sales Officer, Pioneer Sales Man and the Distributor with the help of
which I gained knowledge of how the products are distributed and about the distribution channel.
I also got a chance to interact with various stockiest and retailers while collecting samples.
Stockiest were of various age groups, different religions and different backgrounds. Interacting
with each of them was a different experience altogether. Mr. Anirban samaddar was of great help.
He gave me personal attention and his valuable time to brief me on the various aspects related to
the oral care segment.
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5.2.3 Company Support
I was guided by the Regional Sales Manager at Dabur. I was briefed on the distribution process of
products and was provided with guidelines for preparing my project. He also provided me with
suggestions how to collect and collate data and extract information from data obtained. Despite
of being on travel most of the time, he kept himself updated with my daily functions and provided
me with feedback on a regular basis. I was given the opportunity of working the way I was
comfortable. My guide was patient enough to deal with me and he helped me in every possible
manner.
5.2.4 Individual Coping Strategies
The first lesson I learnt was the vast difference between the theories on text and the application of
those theories in practice. Understanding the theories was a piece of cake, but applying those
theories in reality was very different. Getting responses from stockiest and the retailers was a
tough job. My biggest challenge was to be patient and keeping my cool while interacting with the
retailers. Meeting deadlines on time and planning work beforehand was another challenge I
faced. The support from my guide made my work a lot easier and I started enjoying my work by
the end of the survey.
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5.3 Recommendations
Product:
 The company needs to provide a better quality toothpowder at reasonable price to

increase sales. The rural consumer usually uses neem and datun. Here Dabur has an
advantage as all its products are Ayurvedic in nature
 In order to compete with the existing brand, the company should provide the consumer
with various skus - 25gm, 50gm, 100gm and 300gm. And specially the 1 Rs
sachets to initially induce the consumer to use.
 Consumer preference needs to be assessed regularly because of fluctuating preferences. A
company representative should pay a regular visit to the market and ask the retailers for
any change in preferences of their regular customers.
Price:
 In order to launch product it the wtp segment Dabur has to launch the product at a lower
price or with value propositions and price at par with Colgate.
Place:
 Retailers complain of irregularity in taking of orders and non-delivery of goods on time
by the distributors, as a result of which stock is not available at the outlet, resulting in loss
of customers. Company should look into the matter of this ignorance in part of the
distributors.
Promotion:
 It is important to create awareness of the brand. Effective display is suggested for that
matter. As more than 90% of consumers purchase these products from a Kirana, display
is important in Kirana’s. Merchandizing in Kirana should be appropriate for such
relatively low-involvement products, especially in the case of small packs which might be
impulse purchases on a trial basis. Attention of customers and the salesman must make it
effective.
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 Display plays a major role. Almost 100% of the consumer asks for a product if it is
displayed. It is advisable to provide for display outside the store with a dummy model
of Dabur white tooth powder, which will help in creating awareness.
 Advertising is in the form of TVC’s (television commercials) radio, banners newspapers of

local language, wall painting, bullock cart banner PR campaigns can be undertaken
extensively for the launch of the brand in local news papers. Dabur can organizes health
camps in villages and schools to spread awareness about the use of tooth powder
 Offers do increase sales and so the customers should be made aware of the offers present
in the market by highlighting the offers in the market.
 Better value proposition should be given like sleek and appealing packaging, or more
quantity etc. (Refer annexureB11).
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6. CONCLUSION
After the data analysis it can be concluded that in position, Colgate is found as
market leader in the white tooth powder segment whereas Dabur in red tooth
powder segment. If Dabur wants to enter this tooth powder segment and gain a
relative market share than it has to come out with a better value proposition. The
distribution strength and price plays a vital role when a company wants to launch
a new product in the rural market. There are certain factors which influence
consumer buying behavior. The most important factor is the Brand name of the
product. These factors must be kept in mind when developing the product.
Moreover the success of the product is also dependent on the taste or the
ingredients of the white tooth powder which will ultimately decide the demand
for the product.
6.1 LIMITATIONS
This analysis is subject to limitations that obstruct in getting the true picture of
the industry.
 Time period was the first obstacle in gathering very detailed information
about the subjects of the project.
 Initially 3 districts surveys were supposed to be collected but due to the
time constraint 2 districts was covered. The consumer sample was also not
conducted.
 The limited knowledge due to inaccessibility and inaccuracy add to the
limitations of the research.
 The segment includes more rivals than has been studied. The position of
Dabur and the effect of its products offered and distribution channels
employed would have been more clear and accurate if all the players were
involved in the research.
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 The comprehensive analysis on the issue could not be accomplished due

to non-disclosure of certain data by rivals along with the above mentioned
constraints.
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7. EXECUTIVE SUMMARY
The project deals with evaluating the existing market for white tooth powder in order to
help Dabur in entering the white tooth powder segment which is over the years
monopolized by Colgate-Palmolive .The focus of my topic is on the component of
marketing mix with respect to the tooth powder segment in semi urban and rural areas
around Kolkata. It comes under the purview of ‘Marketing Management’. Marketing mix
is a set of marketing tools that a firm uses to pursue its marketing objectives in the target
market. McCarthy classified these tools into 4 broad groups that he called the 4P’s of
marketing: Product, Place, Price and Promotion.
The topic deals with one P of marketing mix namely the PLACE (distribution
channel).Distribution channels perform functions such as information gathering,
motivating the customers and the manufacturers, and financing the activities of the
producer by decreasing the inventory conversion period, risk bearing, and, in over all,
inventory management.
The main objective of this project is to provide the company, Dabur with a valuable
market insight regarding the product, and the opportunity it has in this segment. A
comparative analysis is done with the help of a market research on oral care products
like lal dant manjan and white tooth powder of Dabur and Colgate respectively.
The major competitor for Dabur in white tooth powder segment would be Colgate who
has the maximum market share. The study revolves around the distribution strengths
and strategies of both the companies.
To make the project, data were required. This data was to be collected from competitors
Stockiest as well as the retailers to gain knowledge about the various players in the
market. The data collection was done through primary and secondary sources.
Questionnaires were prepared for primary collection purpose.
Two questionnaires were shaped, each for the Stockiest and the Retailers. A total of 100
retailers and 6 Stockiest were to be interviewed.
It is observed that Dabur has an equivalent distribution strength and brand image and
has an opportunity to gain a relative market share in the white tooth powder if it
provides a better value proposition. Recommendations to the company were provided
regarding the product, place, price, promotion which the retailers requires and taste and
preference of the consumer. Retailers face problems with the distributors and a solution
to these problems is essential to make the distribution process fluent.
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Conclusion saw Colgate as a market leader in the white tooth powder segment whereas
Dabur in red tooth powder segment. If Dabur wants to enter this tooth powder segment
and gain a relative market share than it has to come out with a better value proposition.
8. ANNEXURE
Annexure A1:
Figure1 showing: Dabur and Colgate comparative market share
Source: http://myiris.com/shares/research/ESL/COLPALIA_20080602.pdf
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Annexure A2 :
Figur2 showing: area wise stockist’s turnover and wtp market share
Source: Excel spread sheets
Area wise respondent Turnover (case wise p.m)Approx
Dabur Ldm Colgate Wtp

HOWRAH-shibpur
-Kali babu bazaar
-Belious road 212 57
-G.t road
HOOGLY-chuchura 268 189

-mankundu
SOURCE: STOCKIST QUESTIONNAIRE
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Annexure A3 :
Figure 3 showing: Dabur distribution strength vis-à-vis Colgate
Source: Excel spread sheets
Area wise respondent Market covered(no of outlets)

HOWRAH-shibpur
-Kali babu bazaar 1172 1200
-Belious road
-G.t road
HOOGLY-chuchura 796 812

-mankundu
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Annexure A4 :
Area wise respondent No of Salesmen

HOWRAH-shibpur 11 15
-Kali babu bazaar
-Belious road
-G.t road
5 5
HOOGLY-chuchura
-mankundu
Annexure A5 :
No of delivery units
Area wise respondent Dabur Ldm Colgate Wtp
Mechanized Non- Mechanized Non-
mechanized mechanized
HOWRAH 1 10 - 18
HOOGLY - 5 2 1
Annexure A6:
Figure3 showing: The average contribution of channel members in both the

districts
Contribution in sales (%)

Area wise respondent Dabur Ldm Colgate Wtp
Wholesalers Retailers Wholesalers Retailers
HOWRAH-shibpur 45% 55% 55% 45%

-Kali babu bazaar
-Belious road
-G.t road
40% 60% 20% 80%
HOOGLY-chuchura
-mankundu
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Annexure A7 :
Margin on sales(%)
Respondent Stockists Retailers
Dabur 5% 10%
Colgate-palmolive 5% 7.8%
Annexure A8:
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Figure source http://www.atkinson.yorku.ca/~lripley/imUplace.htm
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RETAIL SURVEY
AnnexureB1: District : Howrah
Area of respondent Non -Availabilty Avialabilty%

Markets No.of outlet Dabur ldm Colgate wtp Dabur ldm Colgate wtp
visited
Shibpur 28 6 8 78.57% 71.42%
Kali babu 10 4 5 60% 50%

bazaar
Belious road 11 3 4 72.72% 63.63%
G.t road 21 2 4 90.47% 80.95%
Total 60 15 21 75% 65%
AnnexureB6:
District: Hoogly
Area of respondent Availabilty Avialabilty%

Markets No.of outlet Dabur ldm Colgate wtp Dabur ldm Colgate wtp
visited
Rishra 15 2 7 86.66% 53.33%
Chuchura 6 2 2 66.67% 66.67%
Shrerampore 19 3 1 84.21% 94.73%
Total 40 7 10 83% 75%
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Figure 5 showing: the availability Dabur products is two disrticts
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AnnexureB2: Availability of Dabur lal dant manjan sku wise in retail outlets
Figure6: SKU 60 gm contribution to the availability of Dabur LDM
AREA WISE Pack size

RESPONDENT 25 gm 60 gm 100gm 150gm 300gm
Kali babu bazaar 5 6 - 3 1
Shibpur market 16 18 17 14 12
Belious road 6 8 5 7 6
G.t road 10 18 5 5 11
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AnnexureB3: Availability of Colgate white tooth powder sku wise
Figure7: SKU 50 gm contribution to the availability of Colgate WTP
AREA WISE Pack size

RESPONDENT 50gm 100gm 200gm
Kali babu bazaar 3 2 4
Shibpur market 19 19 15
Belious road 7 7 7
G.t road 15 5 7
SOURCE : RETAIL QUESTIONNAIRE
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AnnexureB4: Average purchase quantity by retailers (Howrah)
Figure 8: the range within hich the retailers place the orders
AREA WISE Dabur ldm

RESPONDENT <6pcs 6-11 pcs 1-3 dz 3-5dz >5dz
Kali babu bazaar 1 4 - - 1
Shibpur market 6 8 5 3
Belious road 3 3 2
G.t road 13 2 1 3
AREA WISE Colgate wtp

Kali babu bazaar - 4 - 1 -
Shibpur market 3 6 5 4 2
Belious road 4 1 2
G.t road 1 12 2 1 1
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AnnexureB5 : Average counter share of the two companies
Figure 9: The weighted average % counter share.
Source : Excel spread sheets
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AnnexureB7: Availability of Dabur lal dant manjan sku wise in retail outlets
Figure10: SKU 60 gm contribution to the availability of Dabur LDM
AREA WISE Pack size

RESPONDENT 25 gm 60 gm 100gm 150gm 300gm
Rishra 8 9 6 6 8
Chuchura 2 3 5 2 -
Sherampore 5 9 - 2 6
SOURCE : RETAIL QUESTIONNAIRE.
Annexure B8:Availability of Colgate white tooth powder
Figure 11: SKU 50 gm contribution to the availability of Colgate WTP
AREA WISE Pack size

RESPONDENT 50gm 100gm 200gm
Rishra 5 5 4
Chuchura 2 3 4
Sherampore 14 9 10
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Annexure B9: Average Purchase Order QUANTITY BY RETAILERS
AREA WISE Dabur ldm

Rishra 3 4 4 1 1
Chuchura 2 2
Sherampore 2 6 4 2 2
AREA WISE Colgate wtp

Rishra 3 1 2 -
Chuchura 2 2
Sherampore 2 9 3 2 4
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AnnexureB10 : Average counter share of the two companies
Figure 12: The weighted average % counter share.
Source : Excel spread sheets
Annexure B 11: Factors affecting Sales
Page | 37
Note : total no of retailers responded was 90
Annexure B 12
NUMBER OF RESPONDENTS
Yes No Uncertain
Does the margin/scheme affects your purchase 63 27 -
Consumer ask for low priced products 81 9 -
Consumer are affected by the taste and packaging 27 18 45
90 -
Does consumer ask about a product when displayed -
Does offer effect sale 45 36 9
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9.BIBLIOGHRAPHY
1. www.Dabur.com
2.http://www.moneycontrol.com/news_html_files/news_attachment/2009/PINC%20-
%20Colgate%20Palmolive.pdf.
3.http://www.atkinson.yorku.ca/~lripley/imUplace.htm.
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J.D.

BIRLA INSTITUTE (MANGEMENT SECTION)

SR. NO. PARTICULARS PAGE NO.

1.2 Aim and Scope of the project

1.3 Company Profile

3.1. INTRODUCTION TO RESEARCH METHODLOGY

3.2 Qualitative and Quantitative Research and Data Gathering

3.3 DATA ANALYSIS

“Distribution channels forms the bedrock of modern organizational growth”

5.2 Experiences after Return

5.2.1 Work Life

5.2.2 Social Life

5.2.3 Company Support

5.2.4 Individual Coping Strategies

 The company needs to provide a better quality toothpowder at reasonable price to

 Advertising is in the form of TVC’s (television commercials) radio, banners newspapers of

 The comprehensive analysis on the issue could not be accomplished due

Figure1 showing: Dabur and Colgate comparative market share

Source: Excel spread sheets

Area wise respondent Turnover (case wise p.m)Approx

Dabur Ldm Colgate Wtp

HOOGLY-chuchura 268 189

SOURCE: STOCKIST QUESTIONNAIRE

Figure 3 showing: Dabur distribution strength vis-à-vis Colgate

Source: Excel spread sheets

Area wise respondent Market covered(no of outlets)

Dabur Ldm Colgate Wtp

HOOGLY-chuchura 796 812

SOURCE: STOCKIST QUESTIONNAIRE

Area wise respondent No of Salesmen

Dabur Ldm Colgate Wtp

SOURCE: STOCKIST QUESTIONNAIRE

SOURCE: STOCKIST QUESTIONNAIRE

Figure3 showing: The average contribution of channel members in both the

Contribution in sales (%)

HOWRAH-shibpur 45% 55% 55% 45%

SOURCE: STOCKIST QUESTIONNAIRE

SOURCE: STOCKIST QUESTIONNAIRE

Figure source http://www.atkinson.yorku.ca/~lripley/imUplace.htm

AnnexureB1: District : Howrah

Area of respondent Non -Availabilty Avialabilty%

Kali babu 10 4 5 60% 50%

Belious road 11 3 4 72.72% 63.63%

G.t road 21 2 4 90.47% 80.95%

Total 60 15 21 75% 65%

Area of respondent Availabilty Avialabilty%

Chuchura 6 2 2 66.67% 66.67%

Shrerampore 19 3 1 84.21% 94.73%

Total 40 7 10 83% 75%

Figure 5 showing: the availability Dabur products is two disrticts

Figure6: SKU 60 gm contribution to the availability of Dabur LDM

AREA WISE Pack size

AnnexureB3: Availability of Colgate white tooth powder sku wise

Figure7: SKU 50 gm contribution to the availability of Colgate WTP

AREA WISE Pack size

SOURCE : RETAIL QUESTIONNAIRE

AnnexureB4: Average purchase quantity by retailers (Howrah)

AREA WISE Dabur ldm

AREA WISE Colgate wtp

SOURCE : RETAIL QUESTIONNAIRE

AnnexureB5 : Average counter share of the two companies

Figure 9: The weighted average % counter share.

Source : Excel spread sheets