FIntroduction

 Market size of US$13.1 billion is the fourth largest

sector in the economy

 FMCG Sector is expected to grow by over 60% by 2010.

That will translate into an annual growth of 10% over a 5year period
 Rise from around Rs 56,500 crores in 2005 to Rs

92,100 crores in 2010

 At present, urban India accounts for 66% of total

FMCG consumption, with rural India accounting for the remaining 34%

Company Profile
y Dabur is today Indias most trusted name

and the worlds largest Ayurvedic and Natural Health Care Company y Dabur India - a world leader in Ayurveda y 250 Herbal/Ayurvedic product y Wide distribution network, covering over 2.8 million retail outlets with a high penetration in both urban and rural markets y Presence in the overseas markets 60

Performance Appraisal System

Evaluation of individual on Assessment parameters Assessment of rating by appraiser through 5-point Rating Scale Discussion of rating with reviewer

Computation of overall final rating by the Use of Rating scale table Assessment of training Development Needs of individual Constructive feedback given by Appraiser To Appraisee

Problems in the System..

Not followed in a strategic manner especially for field staff (SO/SP/SPO) Many appraisal forms incomplete Generalized feedback, nothing specific on employees performance area HR formality rather than evaluation Promotions granted entirely on basis of recommendation of appraiser Rigid appraisal system not giving overall evaluation of the employee

Cont
Promotion rule though defined needs to be communicated before appraisal process to justify Need for uniformity (policy changes annually) Employees are not very satisfied with the system either No proper complaint channel if employees are dissatisfied No career/growth suggestions plan

Cont
Emphasis on Training Need Analysis Mechanism of counselling preperformance and post performance is not in practiced (employees want this) Rating scale superficial Outstanding/strong/good/satisfacto ry/poor Subjective from assessor to assessor Key assessment area- These areas

Case
Manager Sales Officer 1- Sales Officer 2 System is very rigid & even a promotion was not counter checked The appraisal forms were not thoroughly analyzed Any errors cannot be fixed due to the system being inflexible Performance appraisal process is merely

Conclusions & Suggestions

PA at Dabur has to be revamped Training the appraiser Mid-year reviews Performance appraisal system transparent and rationale Performance feedback: Feedback sessions should be improved Employees active involvement in appraisal & post appraisal analysis Assistance should be provided to

Cont.
Figure-centric , should include judgment criteria for personal evaluation Behavioural competencies are also highly subjective to nature The self-appraisal system is widely adopted by other FMCG companies Training need analysis should be done regularly Communication channel for employees to voice out opinions

Marketing
Strong network of distributorship. E-purchasing facility Build on USP - ITC focuses on Agri-Business & Retail, NESTLE-dairy & confectionary, whereas Dabur has the Herbal/Ayurvedic line with them with the other segments. Do what you do best- pioneers in packaged juices FOODS DIVISION successful Healthy Lifestyle brand which relates to the health conscious consumer of today Southern markets not being explored Regional branding strategy

Cont.. reduction for competitive y Selective price

edge
y Vatika/Daburs linear (vertical) growth

strategy should be reduced and they should concentrate on increasing brand value of the existing brand/product
y The company should focus on a few

champion brands (failed-Anmol)

y Not a category leader in any of the consumer

products category where it was present

y Too many segments constrain it from scaling

up significantly to match increasing

y Analyzing performance appraisal forms y Interviews & Recruitment processes y Conduct interview & aptitude tests y Handling candidates from outside the city y Settlement for ouster of an employee.

On The Job Training

Resignation letter, format, legal papers, personal files, compensation y Online vendor ship activities like-eprocurement y Checking claims, travel & daily allowances of employees y Salary slips y Induction procedure for FEM employees to Dabur: elaborate compilation of the employee

My Learning
y Dealing with employees as an HR

personnel. y How to find ways and invest in opportunities only, which will attain the main objective of the business that is profit. y How to select the best advertising time

My Contribution To The Organization

y Suggested measures to fortify the

appraisal system y Analysed appraisal forms y Formulated Training calendar for the employees y Training program for the sales staff y Organizing & accommodating official visitors from other cities y Salary checks & induction slips for FEM employees y Employee induction into the company system (fem employees) for new employee code numbers- formalities

Stress

Most important aspect of your job

Flexibility with respect to family responsibilities

Forms of discrimination or harassment

committed

recommend it to others

complaint channel

level of job satisfaction

20

Current Scenario
Market Summary
Market share = 6%. (approx. ) Players : Kissan, Hamdard, Rasna,

Haldirams, Others leadership status

Leader : Kissan easily enjoys

Market Analysis

Market does not contain numerous strong competitors

Problems
y Very poor brand building initiatives y Brand recall necessary for revival of the product y Consumer awareness is less little y Lagging behind in advertising y Brand promotion is nil y Relationship with the retailers is also suffering

because of poor distribution network y Concentrating on big super markets like BIG BAZAAR instead of retail market in sectors y No trade push by the company

Survey Analysis
y 67% sample space unaware of product y Packaged lemon juice has not yet caught the

attention of consumers
y Consumers still widely use homemade squeezed

lemon juice
y Customer attraction factor -discounts & brand name

Promotions
y Coupons and Discounts y Gifts and premiums to the Dealers y Free samples to related Dabur products y Product Demonstrations y Games and Contests y Activations y Points of Purchase (POP) y Tie-ups with cookery shows to

Advertising
y Television y Print Media y Fm Radio Stations y Hoardings y Cinema Halls / Multiplexes y Web (Pop-Ups) y Tailor made advertisements

for

specific areas

Public Relations
y Have a separate Public relations department

for local shopkeepers y Support social causes like blood donation y Website can have a special customer feedback section y Feedback from stockiest & distributors for better understanding of the market scenario y Concentration on small retailers too y Personal selling y Confidence building measures like writing on the bottle that if the product is found to be

Research & Development

Packaging yRepackaging in an attractive

design yIntroduction of Sachet Packs yIntroducing 100 ml Plastic Bottle in India Innovation yImprove Taste yImprove Preservatives

On The Job Training

y Analysis of performance appraisal forms

for TNA y Analyzing the forms in order to infer training aspects, region & need wise y Recruitment Processes - The procedure of conducting interviews which included short listing candidates, carrying out interview sessions and conducting written tests y Personal files up gradation process: this entailed collecting data from the

My Contributions to the Organization

y Formulated a need analysis to identify

training programs that are most needed for the employees y Suggested various training methods as per training need y Assisted in conducting training program for the employees y Conducted written interviews and assisted in personal interviews

Conclusions & Suggestions

Suggestions to organizational problems:

Change management: Employees need a proper orientation program y A new & updated job profile must be given so there is lesser confusion amongst employees y Low satisfaction level because there are no measures taken by the company y The company lacks in motivational programs for the employees y Proper use of systems reduces workload. Hence effective knowledge is important y Recreational activities must be conducted wherein it provides a chance for interaction
y

Training..
y Adopt an E-Leaning program y Lack of MIS & Systems knowledge y Existing training program handles the

aspect of selling only y TNA should be done at territory/unit level for effectiveness y Systems & data analysis has to be thorough with the employees y Induction programs must be given

Marketing (lemoneez )
y Brand revival is a must for product sustainability y Brand Recall y Products should not suffer due to inorganic growth

strategy
y Milking of potential markets to gain leadership