Table of content

S. no Particulars Page No.

1. Chapter-1(Introduction & Literature Review)
 Introduction
 Industry Profile
 Company Profile
 Marketing Strategies Of Dabur India Limited
2 Chapter-2(Research Objectives And Methodology)
 Objective Of The Study
 Scope Of The Study
 Research Methodology
 Research Design
Type Of Research
 Data Collection
Sources Of Data Collection (Primary And
Secondary)
3 Chapter-3(Analysis And Interpretation)
 Analysis Of The Data
 Interpretation Of The Result
4 Findings
5 Limitations
6 Conclusion
7 Suggestions And Recommendations
8 Bibliography
9 Annexure
 CHAPTER-1

INTRODUCTION
 INTRODUCTION

Dabur India limited has marked its presence with some very significant achievements and
today commands a market leadership status.our story of success is based on dedication to
nature, corporate and process hygiene and commitment to our partners and stake holders.

Further the project discusses the meaning, objectives, market strategies, research
methodology, data processing, analysis, interpretationthe overall methodology applied.

The project gives a brief history of Dabur India limited, its founders and leaders. It also
gives a brief information of the board of directors managing the company.

Dabur India limited has three major strategic units namely family products division, dabur
ayurvedic specialist and health care products.

The project also gives information regarding the products manufactured by Dabur India
limited- Health care products, Personal care products, Food , ayurvedic specialties and the
international range of products.

Dabur India Limited spreads worldwide and not only in India.In modern days production
is

carried on not only in large scale but also in anticipation of future demand. This situation
had

brought into sharp focus the other function of management as Marketing, Finance and
Human

Resources etc.
In Dabur India Limited knowledge and technology are key resources which have helped
the company achieve higher levels of excellence and efficiency.

The product also discusses the marketing mix i.e. product, place, price, promotion

INDUSTRY PROFILE

The Indian FMCG sector is the fourth largest in the economy and has a market size of
US$13.1 billion. Well-established distribution networks, as well as intense competition
between the organised and unorganised segments are the characteristics of this sector.
FMCG in India has a strong and competitive MNC presence across the entire value chain.
It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from
US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population
are the most promising market for FMCG, and give brand makers the opportunity to
convert them to branded products. Most of the product categories like jams, toothpaste,
skin care, shampoos, etc, in India, have low per capita consumption as well as low
penetration level, but the potential for growth is huge.

The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid
urbanization, increased literacy levels, and rising per capita income.

The big firms are growing bigger and small-time companies are catching up as well.
According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by
MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and
27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums
Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and
Parle (9). These are figures the soft drink and cigarette companies have always shied away
from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in
FMCG. Between them, they account for 35 of the top 100 brands.
THE TOP 10 COMPANIES IN FMCG SECTOR

S. Companies
NO.

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco

Company)

3. Nestlé India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8. Britannia Industries

9. Procter & Gamble Hygiene

and Health Care

10. Marico Industries

The companies mentioned in Exhibit I, are the leaders in their respective sectors. The
personal care category has the largest number of brands, i.e., 21, inclusive of Lux,
Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HLL brands in the 21,
aggregating Rs. 3,799 crore or 54% of the personal care category. Cigarettes account for
17% of the top 100 FMCG sales, and just below the personal care category. ITC alone
accounts for 60% volume market share and 70% by value of all filter cigarettes in India.

The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC,
Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle
and Amul slug it out in the powders segment. The food category has also seen innovations
like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both
GCMMF and Godrej Pillsbury. This category seems to have faster development than the
stagnating personal care category. Amul, India's largest foods company, has a good
presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on.
Britannia also ranks in the top 100 FMCG brands, dominates the biscuits category and has
launched a series of products at various prices.

In the household care category (like mosquito repellents), Godrej and Reckitt are two
players. Goodknight from Godrej, is worth above Rs 217 crore, followed by Reckitt's
Mortein at Rs 149 crore. In the shampoo category, HLL's Clinic and Sunsilk make it to the
top 100, although P&G's Head and Shoulders and Pantene are also trying hard to be
positioned on top. Clinic is nearly double the size of Sunsilk.

Dabur is among the top five FMCG companies in India and is a herbal specialist. With a
turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like
Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is enjoying a
formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East,
South Pacific, Caribbean, Africa and Europe. Asian Paints is India's largest paint company,
with a turnover of Rs.22.6 billion (around USD 513 million). Forbes Global magazine,
USA, ranked Asian Paints among the 200 Best Small Companies in the World

Cadbury India is the market leader in the chocolate confectionery market with a 70%
market share and is ranked number two in the total food drinks market. Its popular brands
include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380
Million) Marico is a leading Indian group in consumer products and services in the Global
Beauty and Wellness space.
COMPANY PROFILE

Before the industrial revolution the emphasis was on production of better quality article.
Production was carried on small scale and in most cases production was carried on in small
quantities only when an order was placed in advance. In modern days production is carried
on not only in large scale but also in anticipation of future demand. This situation had
brought into sharp focus the other function of management as Marketing, Finance and
Human Resources etc.

The functioning of all these areas of management in a vibrant way full of vitality is
important to the sustenance and advancement of the company towards prosperity.

Dabur India Ltd. Is a company where a balance of all these fields exists and where they
perform in a perfect harmony. Dabur was set up in 1884 by Dr. S. K. Burman, a physician
tucked away in Bengal, to produce and dispense Ayurvedic medicines. His mission was to
provide effective and affordable cure for ordinary people living in far-flung villages.
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.

Dabur India Limited is India's leading FMCG Company with interests in health care,
personal care and foods. Dabur has a history of more than 100 years and the company has
carved a niche for itself in the field of Ayurvedic medicines. The products of Dabur are
marketed in more than 50 countries worldwide.

The company has 2 major strategic business units (SBU) - Consumer Care Division
(CCD), Consumer Health Division (CHD) 3 Subsidiary Group companies - Dabur Nepal
and Dabur Foods Ltd & and Dabur International. Dabur International has 4 step down
subsidiaries – Dabur Egypt Ltd., Asian Consumer Care Pvt. Ltd. (Bangladesh), African
Consumer Care Ltd. (Nigeria) and Weikfield Intl. (Egypt)
Dabur India Limited is India’s fourth largest FMCG company. The first Dabur plant was
set up in 1896 and research laboratories established in 1919. Dabur became a public
limited company in 1986. In 1998, the Burman family, the original promoters, handed over
the day-to-day running of the company to professionals. With effect from 1 April 2005,
Balsara Home Products became a subsidiary of Dabur. Apart from Balsara, Dabur has five
other subsidiaries — Dabur Foods, Dabur Nepal, Dabur Egypt, Dabur Oncology and
Dabur Pharma.

Dabur has been marketing its products in more than 50 countries all over the world. The
company has offices and representatives in Europe, America and Africa. Manufacturing
facilities are spread across three overseas locations.

Dabur India Limited holds its speciality in AYURVEDA. Ayurveda, the ancient Indian
system of medicine based on natural and holistic living, derives from two Sanskrit words -
Ayu or life, and Veda or knowledge. This Science of Life analyses the human body
through a combination of the body, mind and spirit.

Originating nearly 5,000 years ago, Ayurvedic texts were researched by Dabur in its quest
for natural remedies. Today, its application in modern life has been renewed through the
scientific research and validation undertaken at Dabur.

Other than “ ayurvedic specialities “ Dabur’s product range also encompasses health care,
hair care, oral care, baby care, home care, food segments and digestive products . Some of
the well-known brands include Amla Chyawanprash, Hajmola, Lal Dantmanjan, Nature
Care and Pudin Hara.

Part of the company’s success came from its highly active sales network. A significant
proportion of Indian population, which would be top one billion before the drawn of the
21st century, still lived in rural regions and in extreme poverty. For much of this
population, personal care products remained luxury items. Yet the company recognized the
importance of building its brand in this region and as such the company developed a vast
sales network and much of this network was based on an army of independent, direct
sales agents, who hawked the company’s products in more than 150000 villages.
In 2002 the company prepared to enter a new management era and appointed Mr. Sunil
Duggal as the C.E.O of the company. He joined in 1995 as General Manager (Sales &
Marketing), and since then, with his dynamic spirit and leadership abilities he has led the
company to achieve new heights and becamer the CEO of the Company, and with his
valuable experience steering the company ahead in its growth plans.

Dabur India Limited has marked its presence with some very significant achievements and
today commands a market leadership status. Their story of success is based on dedication
to nature, corporate and process hygiene, dynamic leadership and commitment to their
partners and stakeholders. The results of the policies and initiatives speak for themselves.
The shareholding pattern of the company last year is as follows -:

Promoters 70.81%
Non promoter corp. hold 21.24%
Public & others 7.94%

SHARE HOLDING PATTERN

Promoters
21%
8% Non promoter's
holdings
71% Public and others

Dabur India Limited is India's leading FMCG Company with interests in health care,
personal care and foods. Dabur has a history of more than 100 years and the company has
carved a niche for itself in the field of Ayurvedic medicines. The products of Dabur are
marketed in more than 50 countries worldwide. The company has 2 major strategic
business units (SBU) - Consumer Care Division (CCD) & Consumer Health Division
(CHD), and 3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur
International. Dabur International has 5 step
down subsidiaries - Dabur Foods, Dabur Nepal, Dabur Egypt, Dabur Oncology and Dabur
Pharma.
CONCEPT OF MARKETING

‘Market in common language is a place where business is conducted or in other words

where goods and services are exchanged. The term market is used in variety of contexts. It
can be a wholesale market & Retail market. The managerial awareness and desire reflected
in the consumer orientation for an all-out commitment to the market consideration and
marketing operations to the consumer needs has given birth to new operational notion
called the ‘Marketing concept’.

‘Marketing’ as the word suggests simply means identifying needs of the customers or in
others words ‘to know about the pulse of each & every customer’. ‘A social process by
which individuals and groups obtain what they need and want through creating, offering
and freely exchanging products & services of value with others.’

The following are important elements for a marketing exchange to take place:-

a. Presence of at least two parties- Buyer and Seller.

b. Both parties must have something viewed valuable by each other.
c. Both parties are free to accept or reject the offer.
d. Each party feels desirable to deal with each other.
e. Each party is capable of communication and delivery.

Marketing involves different functions- marketing research, product planning, buying and
assembling, packaging, storage, warehousing, Transportation, promotion & selling. These
functions helps the firm to realize its profit goal by actualizing potential exchanges with
the customers.
MARKETING MIX

Marketing mix refers to the ingredients or the tools or the variables which the marketeer
mixes in order to interact with a market. It is a set of marketing tools that the firm uses to
pursue its marketing objectives in the target market. Marketing mix includes the following
activities -product planning, pricing, branding, packaging, channels of distribution,
displays, physical handling, advertising etc.

All the activities listed above create what a marketier offers to the market. It is through
these that market is created and managed. The above list of marketing mix elements was
reclassified by McCarthy into four categories popularly known as four P’s of marketing -:
product, price, place and promotion.

PRODUCT PLACE
Product mix Channel strategy
Packaging Intermediaries
Labeling Channel conflict
Product quality Channel selection
Branding Physical distribution

PRICE PROMOTION
Price methods Promotion mix
Pricing strategies Advertising
Price policy Sales promotion
Price changes Personal selling
Publicity
Public relations
MARKETING STRATEGY

Marketing strategies serve as the fundamental underpinning of marketing plans designed to

fill

market needs and reach marketing objectives.[3] Plans and objectives are generally tested
for

measurable results. Commonly, marketing strategies are developed as multi-year plans,

with a

tactical plan detailing specific actions to be accomplished in the current year. Time
horizons

covered by the marketing plan vary by company, by industry, and by nation, however,
time

horizons are becoming shorter as the speed of change in the environment increases.
Marketing

strategies are dynamic and interactive.

Marketing strategy involves careful scanning of the internal and external

environments. Internal environmental factors include the marketing mix, plus performance
analysis and strategic constraints. External environmental factors include customer
analysis, competitor , target market analysis, as well as evaluation of any elements of the
technological, economic, cultural or political/legal environment likely to impact success. A
key component of marketing strategy is often to keep marketing in line with a company's
overarching mission statement.
MARKETING STRATEGIES OF DABUR INDIA LIMITED

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
Advertising is a form of communication that typically attempts to persuade potential
customers to purchase or to consume more of a particular brand of product or service.
Many advertisements are designed to generate increased consumption of those products
and services through the creation and reinforcement of "brand image" and "brand loyalty".
For these purposes, advertisements sometimes embed their persuasive message with
factual information. Every major medium is used to deliver these messages, including
television, radio, cinema, magazines, newspapers, video games, the Internet and billboards.
Advertising is often placed by an advertising agency on behalf of a company or other
organization.

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 of Real “Fruit Juice” and “Real Active”. 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”.
PROMOTIONAL SCHEMES USED FOR RETAILERS
 Trade allowances: Short term incentives are offered to induce a retailer to stock up
more dabur products.
 Trade contest: A contest to reward retailers those sells the most product of dabur
foods and after a specific period they are rewarded.
 Free samples: Dabur foods gives free samples are given to retailers so that they
can try that product if the product is new, or gives some discounts.
 Demos: Special demos are given to retailers and even some stands, fridge are given
by retailers.
 Retailer Coupons: Dabur gives some coupons like free lunch for family etc if the
retailer buys and sells a specific amount of products.

PROMOTIONAL SCHEMES USED FOR CONSUMERS

 Price-pack deal: The packaging offers a consumer a certain percentage more of the
product for the same price (for example, 25 percent extra).
 Coupons: Dabur foods gives coupons during different sampling activities to
consumers and it have become a standard mechanism for sales promotions.
 Rebates: Consumers are offered money back, rebate at different point of time.
 Gift with purchase: Dabur foods gives gift items with purchase like a glass, spoon etc.
 Money Refunds: Customer can claim for refund of money if they face some problem
with the product.
 Contest /demos: There are different contests where customers play games and win
contests.
 Festival Sales: Dabur foods come out with some special offers during festival seasons
like buy one get one free.
 Multi-packs: Dabur foods has some products in multiple packaging which are
comparatively priced lower to the products sold in a single pack.
 Customer feedback: dabur foods consider its customer most important and in case of
any complaint by customer the foods department will leave all its important work and
will contact the customer.
 On-shelf coupons: Coupons are present at the shelf where the product is available.
HOW DABUR PRODUCTS ARE USING MARKETING MIX

Product
 Appearance: Dabur tries to make its products appear very attractive.
 Quality: Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology.
 Warranty: Dabur as such does not gives any warranty but if there is any
problem in its products before expiry then they replace the product.

Price

 List price: Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest.

 Discounts: There are different discounts for retailers, stockiest and consumer
from time to time.
 Allowances: Special allowances are given to stockiest sales man if he acives
his targets.

Place

 Channel members: Channel members or business partners of dabur are its

stockiest, retailers.
 Channel motivation: Channel motivation for dabur is pull and push strategy.

Promotion

 Advertising: Dabur products are advertised through television, newspapers,

magazine etc.
 Personal selling: Dabur hardly do any personal selling except in tent shows and
road shows. Same for less & more for same
 HEALTH CARE PRODUCTS

Dabur Chyawanprash and Chyawanshakti

Dabur Chyawanprash has anti-

oxidant properties & strengthens your
body's internal defense mechanism, the
immu
ne
syste
m. Th
ereby
prote
cting
you
from everyday infections, cough, cold & stress etc.

Dabur Glucon D
It's a ready source of energy to fight tiredness and refresh you
instantly

Dabur Honey
Health Ka Meetha Meetha Raaz. The purest golden honey
collected from freshly harvested beehives. With the finest flavor, texture, and aroma, right
down to the last drop. Absolutely pure, natural and with no artificial preservatives,
additives or sweeteners. Dabur honey adds health and good taste to
your food table.

Baby Care

Dabur Lal Tail

Dabur Lal Tail is a natural Ayurvedic baby massage oil, which

contains the properties of time tested herbs. These strengthen the
baby's bones and muscles, and help him/her stay ahead, It is
useful for flabby, dry skin and wrinkles occurring during rickets.

Dabur Janma Ghunti

Dabur Janma Ghunti, an Ayurvedic medicine, plays a dual role in the all-round growth of
infants. It acts as an effective remedy for stomach ailments arising out of teething
such as flatulence, constipation, diarrhoea, vomitting etc. Dabur Janma Ghunti also
helps in the growth process by expelling intestinal worms and toning up the digestive
system of the infant with the goodness of traditional Ayurvedi ingredients like
Anjeer, Kishmish, Ajwain etc.

Dabur Gripe Water

Dabur Gripe Water contains ingredients like Sarjikakshara and Mishreya tail, which are
very useful in guarding your baby against common stomach problems like afara, aittan,
indigestion and acidity. It's regular use ensures that teething causes no problems for your
baby.
Digestives

Hajmola

It is originally a Ayurvedic digestive medicine, which was first to be branded as a product.

It is a mix of Indian culinary herbs, spices and edible salts. Hajmola is
the market leader with 75% share of digestive tablets segment in India.

Hingoli
It is a Ayurvedic medicine to stimulate digestion and relieve from gas.

Pudin Hara G
Dabur's Pudin Hara G - for quick relief from gas and acidity. Completely
natural, herbal and safe. And reinforced with the extra goodness of mint (pudina) for
instant action against conditions of flatulence.

Pudin Hara
Dabur Pudin Hara gives quick relief from stomachache, gas and
indigestion. Its is a trusted fast action remedy for stomach disorders. Pudin Hara is
completely natural and safe.
 PERSONAL CARE PRODUCTS

HAIR OILS

Dabur Amla Hair Oil

Dabur Amla Hair Oil contains natural extracts from “Amla” which is good
for hair.

Dabur Amla Lite Hair Oil

Dabur Amla Lite Hair Oil is the non sticky version of Dabur Amla

Hair Oil.

Dabur Vatika Hair Oil

It is a delicate mix of coconut oil with special hair care herbs.

Dabur Anmol Sarson Amla Hair Oil

It is the oil made from the extracts of Amla and Sunflower seeds.
 CHAPTER-2

RESEARCH METHODOLOGY
 OBJECTIVES OF STUDY

 To present marketing strategy of “Dabur India Limited”

 To study the effectiveness of marketing strategy Of “Dabur India Limited”

 To know customers prefrence about company’s brand, its image, awareness,

loyalty, personality etc.
 SCOPE OF STUDY

The scope of this study is to analyse the various marketing strategies of dabur india ltd and
to know that how these strategies attracts the buyers to buy more and more products of
dabur. Apart from this it focus on the objective, vision, mission of the company. Through
this analysis we can easily came to know about the image of a compny in a market and find
its present position in the market.

.
RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the
research methods/techniques but also the methodology.

When we talk of research methodology we not only talk of the research methods but also
consider the logic behind the methods we use in the context of our research study and
explain why we are using a particular method or technique or why we are not using others
so that research results are capable of being evaluated either by the researcher.

MEANING OF RESEARCH

Redman and Mory define research as a “systematized effort to gain knowledge.” Some
people consider research as a movement, a movement from the known to the unknown. It
is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for,
when the unknown confronts us, we wonder and our inquisitiveness makes us probe and
attain full and fuller understanding of the unknown. This inquisitiveness is the mother of
all knowledge and the method, which man employs for obtaining the knowledge of
whatever the unknown, can be termed as research.

Research is an academic activity and as such the term should be used in a technical sense.
Research comprises defining and redefining problems, formulating hypothesis or suggested
solutions; collecting, organizing and evaluating data; making deductions and reaching
conclusions; sand at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis.The manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in practice of an art.
TYPES OF RESEARCH

 EXPLORATORY RESEACH
Exploratory research is a type of research conducted for a problem that has not
been clearly defined. Exploratory research helps determine the
best research design, data collection method and selection of subjects. It should
draw definitive conclusions only with extreme caution. Exploratory research often
relies on secondary research such as reviewing available literature and/or data, or
qualitative approaches such as informal discussions with consumers, employees,
management or competitors, and more formal approaches through in-depth
interviews, focus groups, projective methods, case studies or pilot studies.
The Internet allows for research methods that are more interactive in nature.

 DESCRIPTIVE RESEARCH
Descriptive research includes surveys and fact finding enquiries of different kinds.
The major purpose of descriptive research is description of the state of affairs as it
exists at present. In social science and business research we quite often use the term
Ex post facto research for descriptive research studies. The main characteristic of
this method is that the researcher has no control over the variables; he can only
report what has happened or what is happening. Most ex post facto research
projects used for descriptive studies in which the researcher seeks to measure such
items as, for example, frequency of shopping, preferences of people, or similar
data. Ex post facto studies also include attempts by researchers to discover causes
even when they cannot control the variables. The methods of research utilized in
descriptive research are survey methods of all kinds, including comparative and
correlational methods.

My research is a Exploratory research

SOURCES OF DATA

There are two types of sources of data collection:-

 Primary data-Data that has been collected from first-hand-experience is
known as primary data. Primary data has not been published yet and is more
reliable, authentic and objective. Primary data has not been changed or
altered by human beings, therefore its validity is greater than secondary
data. Methods of collecting primary data are questionnaires, interviews,
observation, surveys

 Secondary data- Data collected from a source that has already been
published in any form is called as secondary data. The review of literature
in any research is based on secondary data..methods of collecting secondary
data are internet, books, newspapers, magazines, journals and other similar
periodicals.

In this study,
Sources of data collected- this study is based on both primary data and secondary
data.

Methods- the methods of the data collected used in this study are:
 Primary data- Questionnaire method (questionnaire consisting of 8
questions) and Observation method.(For Questionnaire See ANNEXURE
A)
 Secondary data- Internet, Magazines and Newspapers.

SAMPLE SIZE

 around 100 people was given the questionnaires to find out the analysis.
 CHAPTER-3

ANALYSIS
AND
INTERPRETATION
 1) Which company products do you prefer to use in your daily life?

Particulars No. Of Respondents Percentage

Dabur 43 43%
Babool 8 8%
Amway 21 21%
Amul 18 18%
Nestle 10 10%

10%

18% babool
43%
amway
amul
nestle

21%

8%

Interpretation:

We had surveyed 100 people. Out of them 43% people are using dabur products, 8% people
are using babool products, 21% are using amway products, 18% are using amul products, 10%
are using nestle products. So from this one thing is sure that majority of people like dabur
products
 2) Which products of dabur do you prefer?

Particulars No. Of Respondents Percentag

e
food products 41 41%
Personal care products 20 20%
Health care products 18 18%
Home care products 21 21%

21%

41% food products

personal care products
health care products
18% home care products

20%

Interpretation:

According to survey, 41% people are using food products of dabur,20% people are using
dabur personal care products,18% people prefer using health care products and 21% are
using home care products of dabur.
 3) What are the factors that attract you to buy dabur products?

Particulars No. Of Respondents Percentage

Brand 25 25%
Image 29 29%
Awareness 28 28%
Loyality 18 18%

18%
25%

brand
image
awareness
loyality
28%

29%

Interpretation:

According to survey, 25% people buy dabur products due to the brand of the product,
29% people buy dabur products due to its image in the prevailing market, 28% people buy
products due to their awareness regarding the product and 18% people buy dabur product
because they are loyal toward the products of dabur company.
 4) Are you satisfied with the price of the product offered by the company?

Particulars No. Of Respondents Percentage

Yes 69 69%
No 31 31%

31%

yes
no

69%

Interpretation:

According to survey, 69% people are satisfied with the pricing of the dabur products but 31%
people are not at all satisfied with the pricing of the dabur products. This shows what people
feel about price and this may also be one of the reason for the dissatisfaction of the people.
 5) Are you satisfied with the quality of the product?

Particulars No. Of Respondents Percentage

Yes 78 78%
No 22 22%

22%

yes
no

78%

Interpretation:

We had surveyed 100 people out of which , 78% people says that they are satisfied with the
quality of the dabur products whereas 22% people says that they are not satisfied with the
quality of dabur products.
 6) Which promotional activity attracts you more to buy these products?

Particulars No. Of Respondents Percentage

Multi-Packs 22 22%
Advertisement 35 35%
Gifts With Purchase 15 15%
Festivals Sales 25 25%
Others 3 3%

3%

22%
25%
multi-packs
advertisement
gifts with purchase
festivals sales
others
15%
35%

Interpretation:

According to survey,22% people attract by multi packs to buy dabur product,35% people
influence by the advertisement of product,15% people attract by the gifts with purchase of
dabur products, 25% people attract by the festivals sales and remaining 3% people attract by
the other promotional activity to buy dabur products.
 7) Are you satisfied with the promotional schemes offered to you?

Particulars No. Of Respondents Percentage

Very Satisfied 59 59%
Neutral 28 28%
Very Dissatisfied 13 13%

13%

very satisfied
neutral
28%
very dissatisfied
59%

Interpretation:

According to survey, 59% people are very much satisfied with the promotional schemes
offered to them, 28% people gave their neutral reaction on this and 13% people are very
dissatisfied with the promotional schemes offered to them.
 8) Does these products available to you easily?

Particulars No. Of Respondents Percentage

Yes 63 63%
No 37 37%

37%

yes
no

63%

Interpretation:

According to survey, 63% people says that dabur products are easily available to them
whereas 37% people says that dabur products are not easily available to them.
 9) Would you recommend dabur products to your relatives or friends?

Particulars No. Of Respondents Percentage

Yes 88 88%
No 12 12%

12%

yes
no

88%

Interpretation:

According to survey,88% people says that they will recommend dabur products to their
relatives and friends but 12% people says that they will not recommend dabur products to
their relatives and friends.
 10) Overall how do you find the dabur products?

Particulars No. Of Respondents Percentage

Excellent 21 21%
Good 46 46%
Average 32 32%
Poor 1 1%

1%

21%

32%
excellent
good
average
poor

46%

Interpretation:

According to survey, we came to know that 21% people find dabur product excellent,46%
people find dabur products good,32% people find average and only 1% people find dabur
product poor.
CHAPTER-4

FINDINGS
 FINDINGS

Some of the findings during project are:

1. Dabur is the highy preferred company among the people who uses their products in
daily life.
2. Out of 100 respondents, maximum number of respondents i.e,41 are going to prefer
food products of dabur.
3. Also, 59 respondents are satisfied with the promotional activities offered to them
by the dabur company.
4. After conducting the survey, it was found that maximum number of respondents are
very much satisfied with the price of the dabur products as well as its quality of the
product.
5. As the company follows the fifo system so, there is no wastage of material, and
efficient utilization of raw material takes place.
CHAPTER-5

LIMITATIONS
 LIMITATIONS

Although the project has been worked out at its best yet there are some limitations, which
cannot be overlooked. Had these limitations been overcome, the findings would be
accurate.

Some of the limitations are:

1) Time constraint:
Time was really a limiting factoring the project. It’s really difficult to work out such a
large project between two months time.

2) Data constraint:
All the data that has been collected for this project, has been taken from secondary sources
like websites, magazines, newspapers and book.

3) Money constraint:
A confined resource of the money was the constraint.

4) Lack of full co-operation of respondents:

There is a lack of co-operation from the respondents side. some of them are not interested
in answering the questions.

5) Ambiguous replies or omission of replies:

Some of the respondents gave ambiguous replies for certain questions or omitted the
responses to some of them. The interpretation of such responses becomes difficult and
could generate wrong results.
 CHAPTER-7

SUGGESTIONS
AND
RECOMMENDATIONS
 SUGGESSIONS

1) The consumer are unaware about the products of the company (specially the ayurvedic
specialist like stresscom etc ).the consumer does not know about some products name that
exist in the market. Thus the company needs to make the customer aware about the
products.

2) The company should explore different sources for advertising like newspaper, internet,
journals, magazines etc as when we compare Dabur to its competitor like Himalayas the
company is lacking far behind

RECOMMENDATIONS

Dabur intends to significantly accelerate profitable growth. To do this, Dabur will:

 Focus on growing their 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 their
target consumers with safe, efficacious, natural solutions by synthesizing our deep
knowledge of ayurveda and herbs with modern science.

 Provide the 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 their peer group, to the shareholders.

CHAPTER-6

CONCLUSION
 CONCLUSION

After going into its aspect i.e. its marketing strategies, we can conclude that the company
is excellent on all the fronts which includes appropriate promotional activity, easily
available facility, satisfactory price and quality of the product.It is among the top 5 FMCG
company in india.

Through its comprehensive range of products it touches the lives of all consumers, in all
age groups, across all social boundaries. And this legacy has helped them develop a bond
of trust with our consumers. That guarantees us the best in all products carrying the Dabur
name.
 CHAPTER-8

BIBLIOGRAPHY
 BIBLIOGRAPHY

The following sources have been sought for the preparation of this report.

1. Books

Philip Kotler

Marketing Management

Prentice Hall of India Private Limited, Eleventh Edition

2.Websites

http://www.dabur.com/export

http://www.dabur.com/Export-Foods-Real%20Fruit%20Juice

http://www.dabur.com/Export-Foods

http://www.dabur.com/Export-Hair%20Care

www.dabur.com

www.wikipedia.org
CHAPTER-9

ANNEXURE
 QUESTIONNAIRE

Name: _________________________________
Address: _______________________________

Tel No: ________________________________

Age: ___________________________________

Sex: ___________________________________
Occupation: ____________________________

1) Which company products do you prefer to use in your daily life?

 Dabur
 Babool
 Amway
 Amul
 Nestle

2) Which products of dabur do you prefer?

 Food products
 Personal care products
 Health care products
 Home care products

3) What are the factors that attract you to buy dabur products?

 Brand
 Image
 Awareness
 Loyality
4) Are you satisfied with the price of the product offered by the company?

 Yes
 No

5) Are you satisfied with the quality of the product?

 Yes
 No

6) Which promotional activity attracts you more to buy these products?

 Multi-packs
 advertisement
 Gift with purchase
 Festivals sales
 others

7) Are you satisfied with the promotional schemes offered to you?

 Very Satisfied
 Neutral
 Very Dissatisfied

8) Does these products available to you easily?

 Yes
 No

9) Would you recommend dabur products to your relatives or friends?

  Yes
 No

10) Overall how do you find the dabur products ?

 Excellent
 Good
 Average
 Poor

THANK YOU FOR PARTICIPATING IN THIS QUESTIONNAIRE