PART-1

Chapter-1
1. Introduction 2. Need of study 3. Objective of study 4. Scope of study

1.1 INTRODUCTION

DABUR INDIA LIMITED is a leading Indian consumer goods company wit interests in HAIR CARE, ORAL CARE, HEALTH CARE, SKIN CARE, HOME CARE and FOODS. !rom its umble beginnings in the by a!e" #$ Ca %&tta 'ay ba%( )! 1**+ a" a! Ay&r,e-)% .e-)%)!e" %#.pa!y, Dab&r I!-)a Lt- ha" %#.e a #!/ 'ay t#-ay t# be%#.e a ea-)!/ %#!"&.er pr#-&%t" .a!&$a%t&rer )! I!-)a. FOR THE PAST 101 2EARS, 3E HA4E BEEN DEDICATED TO PRO4IDIN5 NATURE-BASED SOLUTIONS FOR A HEALTH2 AND HOLISTIC LIFEST2LE.

Thr#&/h #&r %#.prehe!"),e ra!/e #$ pr#-&%t", 'e t#&%h the ),e" #$ a %#!"&.er", )! a a/e /r#&p", a%r#"" a "#%)a b#&!-ar)e". A!- th)" e/a%y ha" he pe- &" -e,e #p a b#!- #$ tr&"t ')th #&r %#!"&.er". That 5UARANTEES y#& the BEST IN ALL PRODUCTS CARR2IN5 THE DABUR NAME. 1.1.1 Dab&r I!-)a Lt-. - C#rp#rate Pr#$) e

Dab&r I!-)a Lt- is one of India"s leading !#$% $ompanies wit Re,e!&e" #$ US61 B) )#! &over 's ()*** $rore+ , #ar-et $apitalisation of .S/4 0illion &'s 2*)*** $rore+. 0uilding on a legacy of 1uality and e2perience of over 123 years) Dab&r )" t#-ay I!-)a7" .#"t tr&"te!a.e a!- the '#r -7" ar/e"t Ay&r,e-)% a!- Nat&ra Hea th Care C#.pa!y. 4abur India is also a world leader in 5yurveda wit a portfolio of over 2(* 6erbal75yurvedic products. 4abur8s !#$% portfolio today includes $),e $ a/"h)p bra!-" wit distinct brand identities 99 Dab&r as t e master brand for natural ealt care products) 4at)(a for premium personal care) Ha8.# a for digestives) R9a for fruit juices and beverages and Fe. for fairness bleac es and s-in care products. 4abur today operates in -ey consumer products categories li-e Ha)r Care, 3

Ora Care, Hea th Care, S()! Care, H#.e Care and F##-". : e company as a wide distribution networ-) covering over 0.* .) )#! reta) #&t et" wit a ig penetration in bot urban and rural mar-ets. 4abur8s products also ave a uge presence in t e overseas mar-ets and are today a,a) ab e )! #,er :; %#&!tr)e" a%r#"" the / #be. Its brands are ig ly popular in t e #iddle ;ast) S55'$ countries) 5frica) .S) ;urope and 'ussia. Dab&r<" #,er"ea" re,e!&e t#-ay a%%#&!t" $#r #,er =;> #$ the t#ta t&r!#,er. : e 12(9year9old company) promoted by t e 0urman family) ad started operations in 1<<4 as an 5yurvedic medicines company. !rom its umble beginnings in t e bylanes of $alcutta) 4abur India =td as come a long way today to become one of t e biggest Indian9owned consumer goods companies wit t e largest erbal and natural product portfolio in t e world. Overall) Dab&r ha" "&%%e""$& y tra!"$#r.e- )t"e $ $r#. be)!/ a $a.) y-r&! b&")!e"" t# be%#.e a pr#$e"")#!a y .a!a/ee!terpr)"e. > at sets 4abur apart from t e crowd is its ability to c ange a ead of ot ers and to always set new standards in corporate governance , innovation. 1.1.0Dab&r At-a-5 a!%e 4abur India =imited as mar-ed its presence wit significant ac ievements and today

commands a mar-et leaders ip status. Our story of success is based on dedication to nature) corporate and process ygiene) dynamic leaders ip and commitment to our partners and

sta-e olders. : e results of our policies and initiatives spea- for t emselves. =eading consumer goods company in India wit a turnover of 's. ()2<3 $rore &!?12+)2 major strategic business units &S0.+ 9 C#!"&.er Care B&")!e"" and I!ter!at)#!a B&")!e"" D),)")#! ?IBD@,2 Subsidiary %roup companies 9 Dab&r I!ter!at)#!a and Ne'U and several step down subsidiaries@ Dab&r Nepa P,t Lt- &Nepal+) Dab&r E/ypt Lt- &;gypt+) A")a! C#!"&.er Care ?Ba!/ a-e"h@) A")a! C#!"&.er Care ?Pa()"ta!@) A$r)%a! C#!"&.er Care &Nigeria+) Nat&re e LLC &'as 5l A aima 9.5;+) 3e)($)e - I!ter!at)#!a &.5;+ and AaB& )!e I!%. &.S5+.13 & tra-.#-er! .a!&$a%t&r)!/ &!)t" spread around t e globe Broducts 4

mar-eted in over :; %#&!tr)e".>ide and deep mar-et penetration wit 1; CCF a/e!t") more t an 1;;; -)"tr)b&t#r" and over =.+ .) )#! retail outlets all over India C#!"&.er Care B&")!e"" adresses consumer needs across t e entire FMC5 spectrum t roug four distinct business portfolios of Per"#!a Care) Hea th Care) H#.e

Care , F##-". 1.1.= Ma"ter bra!-"D Dab&r 9 5yurvedic ealt care products 4at)(a 9 Bremium air care Ha8.# a 9 :asty digestives R9a 9 !ruit juices , beverages Fe. 9 !airness bleac es , s-in care products 12 0illion9'upee brands@ 4abur 5mla) 4abur $ yawanpras ) Cati-a) 'Dal) 4abur 'ed :oot paste) 4abur =al 4ant #anjan) 0abool) 6ajmola) 4abur 6oney) %lucose) !em a!- Odonil. Strategic positioning of H#!ey as food product) leading to mar-et leaders ip &over E1>+ in branded oney mar-et 4abur $ yawanpras t e largest selling 5yurvedic medicine wit over E(F mar-et s are. 4at)(a as been t e $a"te"t /r#')!/ ha)r %are bra!- )! the M)-- e Ea"t. 6ajmola tablets in command wit E*F mar-et s are of digestive tablets category. 5bout 0.1 %r#re Ha8.# a tab et" are %#!"&.e- )! I!-)a e,ery -ay. =eader in erbal digestives wit G*F mar-et s are.C#!"&.er Hea th D),)")#! &$64+ offers a range of classical Ay&r,e-)% .e-)%)!e" and 5yurvedic O:$ products t at deliver t e age9 old benefits of 5yurveda in modern ready9to9use formats 6as more t an 3** products sold t roug prescriptions as well as over t e counter. 4ivision also wor-s for

promotion of 5yurveda t roug organised community of traditional practitioners and developing fres batc es of students I!ter!at)#!a B&")!e"" D),)")#! &I04+ caters to t e ealt and personal care needs of

customers across different international mar-ets) spanning Nepal) 0anglades ) t e #iddle ;ast) Nort , >est 5frica) ;. and t e .S wit its brands 4abur , Cati-a

1.1.+ C#re 4a &e"Cision9 H4edicated to t e ealt and well being of every ouse oldH Brinciples9 Owners ip9: is is our company. >e accept personal responsibility) and accountability to meet business needs. Bassion for winning >e all are leaders in our area of responsibility) wit a deep commitment to deliver results. >e are determined to be t e best at doing w at matters most. Beople 4evelopment9Beople are our most important asset. >e add value t roug result driven training) and we encourage , reward e2cellence. $onsumer !ocus9>e ave superior understanding of consumer needs and develop products to fulfill t em better. :eam >or-9>e wor- toget er on t e principle of mutual trust , transparency in a boundary9 less organiIation. >e are intellectually onest in advocating proposals) including recogniIing ris-s. Innovation9$ontinuous innovation in products , processes is t e basis of our success. Integrity9>e are committed to t e ac ievement of business success wit integrity. >e are onest wit consumers) wit business partners and wit eac ot er. 1.1.1 Strate/)% I!te!t->e intend to significantly a%%e erate pr#$)tab e /r#'th. :o do t is) we will@

!ocus on growing our core brands across categories) reac ing out to new geograp ies) wit in and outside India) and improve operational efficiencies by leveraging tec nology

0e t e preferred company to meet t e ealt and personal grooming needs of our target consumers wit safe) efficacious) natural solutions by synt esiIing our deep -nowledge of ayurveda and erbs wit modern science E

Brovide our consumers wit innovative products wit in easy reac 0uild a platform to enable 4abur to become a global ayurvedic leader 0e a professionally managed employer of c oice) attracting) developing and retaining 1uality personnel

0e responsible citiIens wit a commitment to environmental protection Brovide superior returns) relative to our peer group) to our s are olders C#.pa!y H)"t#ry

1.1.:

1<<4 1<GE ;arly 1G**s 1G1G 1G2* 1G3E 1G32 1G3G 1G<E 1GG2 1GG3 1GG4 1GG( 1GGE 1GG3 1GG< 2*** 2**3 2**( 2**( 2**E

0irt of 4abur Setting up a manufacturing plant 5yurvedic medicines ;stablis ment of researc laboratories ;2pands furt er 4abur India &4r. S.A. 0urman+ Bvt. =td. S ift to 4el i Sa ibabad factory 7 4abur 'esearc 4evelopment $entre &4'4$+ Bublic =imited $ompany Joint venture wit 5grolimen of Spain $ancer treatment Bublic issues Joint Centures 3 separate divisions !oods 4ivision 7 Broject S:5'S Brofessionals to manage t e $ompany :urnover of 's.1)*** crores 4abur demerges B arma 0usiness 4abur a1uires 0alsara 4abur announces 0onus after 12 years 4abur crosses /2 0in mar-et $ap) adopts .S %55B 5pproves !$$07%4'754' up to /2** ,

2**E 2**3 2**3 2**3 2**< 2**G 2*1* 0rand8 club 4abur ma-es its first overseas ac1uisition < million $elebrating 1* years of 'eal !oray into organised retail 4abur !oods #erged >it 4abur India 5c1uires !em $are B arma 4abur 'ed :oot paste joins 80illion 'upee

2*11 2*11

4abur enters professional s-in care mar-et 4abur India ac1uires 3*9Blus from 5janta B arma 4abur crosses 0illion94ollar :urnover

2*12 #ar-

1.1.E F#&!-er a!- Lea-er"

F#&!-)!/ Th#&/ht" "What is that life worth which cannot bring comfort to others" The -##r"tep <Da(tar< : e story of 4abur began wit a small) but visionary endeavour by 4r. S. A. 0urman) a p ysician tuc-ed away in 0engal. 6is mission was to provide effective and affordable cure for ordinary people in far9flung villages. >it missionary Ieal and

fervour) 4r. 0urman undertoo- t e tas- of preparing natural cures for t e -iller diseases of t ose days) li-e c olera) malaria and plague. Soon t e news of is medicines traveled) and e came to be -nown as t e trusted 84a-tar8 or 4octor w o came up wit effective cures. 5nd t at is ow is venture 4abur got its name 9 derived from t e 4evanagri rendition of 4a-tar 0urman. 4r. 0urman set up 4abur in 1<<4 to produce and dispense 5yurvedic medicines. 'eac ing out to a wide mass of people w o ad no access to proper treatment. 4r. S. A. 0urman8s commitment and ceaseless efforts resulted in t e company growing from a fledgling medicine manufacturer in a small $alcutta ouse) to a ouse old name t at at once evo-es trust and reliability. G

1.1.* M) e"t#!e"- Dab&r I!-)a Lt-. made its beginnings wit a small p armacy) but as continued to learn and grow to a commanding status in t e industry. : e $ompany as come a long way in popularising and ma-ing easily available a w ole range of products based on t e traditional science of 5yurveda. 5nd Dab&r ha" "et ,ery h)/h "ta!-ar-" )! -e,e #p)!/ pr#-&%t" a!- pr#%e""e" that .eet "tr)!/e!t B&a )ty !#r.". 5s it grows even furt er) 4abur will continue to mar- up on major milestones along t e way) setting t e road for ot ers to follow... M) e"t#!e" T# S&%%e""

1**+ - E"tab )"he- by Dr. S K B&r.a! at K# (ata

1*F: - F)r"t pr#-&%t)#! &!)t e"tab )"he- at 5arh)a 1F1F - F)r"t RCD &!)t e"tab )"heEar y1F;;"-Pr#-&%t)#! #$ Ay&r,e-)% .e-)%)!e"

4abur identifies nature9based 5yurvedic medicines as its area of specialiIation. It is t e $)r"t C#.pa!y to provide ealt care t roug "%)e!t)$)%a y te"te- a!- a&t#.ate- pr#-&%t)#! of formulations based on our traditional science.

1F=; - A&t#.at)#! a!- &p /ra-at)#! #$ Ay&r,e-)% pr#-&%t" .a!&$a%t&r)!/ )!)t)ate1F=: - Dab&r ?Dr. S K B&r.a!@ P,t. Lt-. I!%#rp#rate1F+;-Per"#!a %are thr#&/h Ay&r,e-a

4abur introduces Indian consumers to per"#!a %are thr#&/h Ay&r,e-a, wit t e a&!%h #$ Dab&r A. a Ha)r O) . So popular is t e product t at it becomes t e largest selling air oil brand in India. 1*

1F+F-La&!%he-

Dab&r

Chya'a!pra"h

)!

t)!

pa%(

>idening t e popularity and usage of traditional 5yurvedic products continues. : e ancient restorative Chya'a!pra"h )" a&!%he- in pac-aged form) and becomes t e $)r"t bra!-eChya'a!pra"h in India.

1F1E - C#.p&ter)"at)#! #$ #perat)#!" )!)t)ate-

1FE;-E!tere-

Ora

Care

D)/e"t),e"

"e/.e!t

5ddressing rural mar-ets w ere omemade oral care is more popular t an multinational brands) 4abur introduces La Da!t Ma!8a!. >it t is a conveniently pac-aged erbal

toot powder is made available at affordable costs to t e masses.

1FE0 - Sh)$t" ba"e t# De h) $r#. Ca %&tta

1FE*-La&!%he"

Ha8.# a

tab et

4abur continues to ma-e innovative products based on traditional formulations t at can provide olistic care in our daily life. 5n 5yurvedic medicine used as a digestive aid is branded and launc ed as t e popular Ha8.# a tab et.

1FEF - Dab&r Re"ear%h C De,e #p.e!t Ce!tre ?DRDC@ "et &p

1FEF - C#..er%)a pr#-&%t)#! "tart" at Sah)baba-, the .#"t .#-er! herba .e-)%)!e" p a!t at that t).e

1F*+ - Dab&r %#.p ete" 1;; year"

1F** - La&!%he" phar.a%e&t)%a .e-)%)!e" 11

1F*F-Care ')th $&!: e 5yurvedic digestive formulation is converted into a c ildren8s fun product wit t e a&!%h #$ Ha8.# a Ca!-y. In an innovative move) a curative product is converted to a confectionary item for wider usage.

1FF+ - C#.e" #&t ')th $)r"t p&b )% )""&e

1FF+ - E!ter" #!%# #/y "e/.e!t

1FF+-Lea-er"h)p

)!

hea th

%are

4abur establis es its leaders ip in ealt care as one of only two companies worldwide to launc t e a!t)-%a!%er -r&/ I!taGe ?Pa% )taGe @. 4abur 'esearc , 4evelopment $entre &4'4$+ develops an eco9friendly process to e2tract t e drug from its plant source

1FF: - E!ter" $##-" b&")!e"" ')th the a&!%h #$ Rea Fr&)t A&)%e

1FF:

Rea

b )tH(r)e/

4abur captures t e imagination of young Indian consumers wit t e launc of Rea Fr&)t A&)%e" 9 a new concept in t e Indian foods mar-et. : e first local brand of 1**F pure natural fruit juices made to international standards) Rea be%#.e" the $a"te"t /r#')!/ a!- ar/e"t "e )!/ bra!- in t e country. 1FF* - B&r.a! $a.) y ha!-" #,er .a!a/e.e!t #$ the %#.pa!y t# pr#$e"")#!a " 0;;; The 1,;;; %r#re .ar(

4abur establis es its mar-et leaders ip status by staging a t&r!#,er #$ R".1,;;; %r#re".

12

5cross a span of over a 1** years) 4abur as grown from a small beginning based on traditional ealt care. :o a commanding position amongst an august league of large

corporate businesses. 0;;1 S&per "pe%)a ty -r&/"

>it t e setting up of 4abur Oncology8s sterile cytoto2ic facility) t e $ompany gains entry into t e ig ly "pe%)a )"e- area #$ %a!%er therapy. : e state9of9t e9art plant and laboratory in t e .A ave approval from t e #$5 of .A. : ey follow FDA /&)-e )!e" for production of drugs specifically for ;uropean and 5merican mar-ets. 0;;0 - Dab&r re%#r- "a e" #$ R" 11:=.1F %r#re #! a !et pr#$)t #$ R" :+.+ %r#re 0;;= - Dab&r -e.er/e" Phar.a%e&t)%a " b&")!e"" 4abur India approved t e demerger of its p armaceuticals business from t e !#$% business into a separate company as part of plans to provider greater focus to bot t e businesses. >it t is) 4abur India now largely comprises of t e !#$% business t at include personal care products) ealt care products and 5yurvedic Specialities) w ile t e B armaceuticals business would include 5llopat ic) Oncology formulations and 0ul- 4rugs. 4abur Oncology Blc) a subsidiary of 4abur India) would also be part of t e B armaceutical business.

Ma)!ta)!)!/ / #ba "ta!-ar-"

5s a reflection of its constant efforts at ac ieving superior 1uality standards) 4abur became t e $)r"t Ay&r,e-)% pr#-&%t" %#.pa!y to get ISO F;;0 %ert)$)%at)#!.

S%)e!%e $#r !at&re

'einforcing its commitment to nature and its conservation) 4abur Nepal) a subsidiary of 13

4abur India) as set up $& y a&t#.ate- /ree!h#&"e" )! Nepa . : is scientific landmarelps to produce saplings of rare medicinal plants t at are under t reat of e2tinction due to ecological degradation. 0;;1 - Dab&r aB&)re" Ba "ara 5s part of its inorganic growt strategy) 4abur India ac1uires 0alsara8s 6ygiene and 6ome products businesses) a leading provider of Oral $are and 6ouse old $are products in t e Indian mar-et) in a 's 1439crore all9cas deal. 0;;1 - Dab&r a!!#&!%e" b#!&" a$ter 10 year" 4abur India announced issue of 1@1 0onus s are to t e s are olders of t e company) i.e. one s are for every one s are eld. : e 0oard also proposed an increase in t e aut oriIed s are capital of t e company from e2isting 's (* crore to 's 12( crore. 0;;: - Dab&r %r#""e" 60 b ! .ar(et %ap, a-#pt" US 5AAP. 4abur India crosses t e /29billion mar- in mar-et capitalisation. : e company also adopted .S %55B in line wit its commitment to follow global best practices and adopt ig est standards of transparency and governance. 0;;: - Appr#,e" FCCBI5DRIADR &p t# 60;; .) )#! #oving forward on t e inorganic growt pat ) 4abur India decides to raise up to /2** million from t e international mar-et t roug 0onds) !$$0s) %4') 54') KIBs or any ot er

securities.: e capital raised will be used to fund 4abur8s aggressive growt ambitions and ac1uisition plans in India and abroad. 0;;E - Ce ebrat)!/ 1; year" #$ Rea

14

4abur !oods unveiled t e new pac-aging and design for 'eal at t e completion of 1* years of t e brand. : e new refined modern loo- depicts t e natural goodness of t e juice from fres ly pluc-ed fruits. 0;;E - F#ray )!t# #r/a!)"e- reta) 4abur India announced its foray into t e organised retail business t roug a w olly9owned subsidiary) 6,0 Stores =td. 4abur will invest 's 14* crores by 2*1* to establis its presence in t e retail mar-et in India wit a c ain of stores on t e 6ealt , 0eauty format. 0;;E - Dab&r F##-" .er/e- ')th Dab&r I!-)a 4abur India decides to merge its w olly9owned subsidiary 4abur !oods =imited wit itself to e2tract synergies and unloc- operational efficiencies. : e integration will also elp 4abur s arpen focus on t e ig growt business of foods and beverages) and enter newer product categories in t is space. 0;;* - A%B&)re" Fe. Care Phar.a 4abur India ac1uires !em $are B arma) a leading player in t e women8s s-in care mar-et. 0esides an entry into t e ig 9growt s-in care mar-et wit an establis ed brand name !;#) t is transaction also offers 4abur a strong platform to enter newer product categories and mar-ets. 0;;F - Dab&r Re- T##thpa"te 8#)!" <B) )#! R&pee Bra!-"< % &b 4abur 'ed :oot paste becomes t e 4abur8s nint 0illion 'upee brand. 4abur 'ed :oot paste crosses t e billion rupee turnover mar- wit in five years of its launc . 0;1; - Dab&r .a(e" )t" $)r"t #,er"ea" a%B&)")t)#!

1(

4abur ma-es its first overseas ac1uisition) buying 6obi AoImeti- AoImeti- %roup) a leading personal care products company in :ur-ey) for /EG million. 0;1; - Dab&r a%B&)re- 1;;> eB&)ty )! Na.a"te Lab 4abur ac1uired 1**F e1uity in NamastD =aboratories ==$ of t e .S for /1** million. : is mar-s 4abur"s entry into t e fast9growing et nic air care products mar-et in ..S.) ;urope and 5frica. 0;1; - Dab&r Chya'a!pra"h La&!%he- Ora!/e C Ma!/# F a,#&r" 4abur launc es India"s first fruit9flavoured $ yawanpras . 4abur $ yawanpras launc ed in Orange and #ango flavoured variants. 0;1; - Dab&r A. a Ha)r O) " e!ter" L).%a B##( #$ Re%#r-" 4abur 5mla 6air Oils enters =imca 0oo- of 'ecords for ac ieving a record feat of osting t e longest ever non9stop ead massage marat on. 0;11 - Dab&r e!ter" pr#$e"")#!a "()! %are .ar(et 4abur enters professional s-in care mar-et wit t e launc of O2y=ife Brofessional !acial Ait) created e2clusively for professional use. 0;11 - Dab&r a&!%he" )t" $)r"t-e,er #! )!e "h#pp)!/ p#rta 4abur India =td. launc es its first9ever online s opping portal www.daburuveda.com >it t is) 4abur is t e first Indian !#$% company to launc a dedicated online s opping portal for its beauty products range. : e portal will be t e online gateway for consumers to -now) understand) buy and gift t e e2clusive 4abur .veda range of s-incare products. 0;11 - Dab&r I!-)a a%B&)re" =;-P &" $r#. A8a!ta Phar.a 1E was

4abur India =td ac1uired 5janta B arma"s over9t e9counter energiIer brand "3*9Blus". 0;11 - Dab&r t# e!ter Sr) La!(a 4abur India =tdsets up new subsidiary in Sri =an-a L 4abur =an-a &Bvt.+ =td. : e company will establis a new e2port9oriented manufacturing facility for producing a range of fruit9 based beverages in %ampa a) nort of $olombo. 0;11 - Dab&r e!ter" A .#!- Ha)r O) .ar(et 4abur India =td launc es 4abur 5lmond 6air Oil) a one9of9its9-ind product t at offers superior nouris ment for 1**F damage9free air. 0;10 - Dab&r %r#""e" B) )#!-D# ar t&r!#,er .ar( 4abur India =td surpassed t e 0illion94ollar :urnover mar- during t e 2*11912 fiscal to end t e year wit Net Sales of 's ()2<3.13 $rore.

1.1.G COMPAN2 DETAILS

Dab&r 5r#&p

>it a bas-et including personal care) ealt care and food products) 4abur India =imited as set up subsidiary %roup

$ompanies across t e world t at can manage its businesses more efficiently.

13

%iven t e vast range of products) sourcing) production and mar-eting ave been divested to t e group companies t at conduct t eir operations independently@

Dab&r 3#r -')-e

Dab&r<" .)"")#! #$ p#p& ar)H)!/ a !at&ra

)$e"ty e tra!"%e!-" !at)#!a b#&!-ar)e". T#-ay,

there )" /r#')!/ / #ba a'are!e"" #! a ter!at),e .e-)%)!e, !at&re-ba"e- a!- h# )"t)% )$e"ty e" a!- a! )!tere"t )! herba pr#-&%t". 4abur as been in t e forefront of populariIing t is alternative way of life) mar-eting its products in more t an E* countries all over t e world . O,er the year", Dab&r<" #,er"ea" b&")!e"" ha" "&%%e""$& y tra!"$#r.e- $r#. be)!/ a ".a #perat)#! )!t# a 1<

multi9location business spreading t roug t e #iddle ;ast) Nort 5frica) >est 5frica and Sout 5sia. O&r Pr#-&%t" 3#r -')-e- >e ave spread ourselves wide and deep to be close to our overseas consumers. Our overseas product portfolio is tailor9made to suit t e needs and aspirations of our growing consumer base in t e international mar-ets. Offices and representatives in E&r#pe) UK) A.er)%a and A$r)%a.5 special erbal ealt care and personal care range successfully selling in mar-ets ranging from t e M)-- e Ea"t) Far Ea"t) N#rth A$r)%a and E&r#pe. Inroads into several ;uropean and 5merican mar-ets t at ave good potential due to resurgence of t e ba%(-t#-!at&re .#,e.e!t. ;2port of A%t),e Phar.a%e&t)%a I!/re-)e!t" &5BIs+) manufactured under strict international 1uality benc mar-s) to E&r#pe) Lat)! A.er)%a) A$r)%a) and ot er A")a! %#&!tr)e". ;2port of food and te2tile grade !at&ra /&.") e2tracted from traditional plant sources. Part!er"h)p" C Pr#-&%t)#!- Strate/)% part!er"h)p" wit leading multinational food and ealt care companies to introduce innovations in products and services. S)G .#-er! .a!&$a%t&r)!/ $a%) )t)e" spread across S#&th A")a, M)-- e Ea"t a!- A$r)%a to optimise production by utilising local resources and t e most modern tec nology available.

1.1.1; Ma!&$a%t&r)!/ Fa%) )t)e" )! I!-)a-

1G

1.1.11 CEO OF DABUR-

Mr. S&!) D&//a too- over as t e $ ief ;2ecutive Officer of 4abur India =imited in June 2**2) olding reins of t e organiIation e joined in 1GG(. #r 4uggal started is career as a management is ;ngineering

trainee in >imco =imited in 1G<1 after getting

4egree &;lectrical , ;lectronics+ from 0I:S) Bilani) and 0usiness #anagement from II#) $alcutta. 6is stint at >imco continued till 1GG4) wit a brea- in between w en e joined 0ennett $oleman , $o. =td for a s ort period. In 1GG4) e moved to Bepsi !oods as %#)

2*

SalesOperation.In 1GG() e joined t e 4abur family as %eneral #anager &Sales , #ar-eting+ of t e !amily Broducts 4ivision wit products li-e 4abur 5mla) =al 4ant #anjan and Cati-a in is portfolio. : is 4ivision spear eaded t e spectacular growt recorded by 4abur in t is period. Cati-a was also launc ed during t is period and is now t e $ompany8s second biggest brand. >it is

dynamic spirit and leaders ip abilities) e soon became Cice9Bresident and S0.96ead of t e !amily Broducts 4ivision. In July 2*** #r. 4uggal was appointed 4irector Sales and #ar-eting of 4abur India =imited. 5nd in 2**2) e became t e $;O of t e $ompany 9 a professional wit valuable e2perience to steer t e company a ead in its growt plans. Spanning a career of over 2* years) #r. Sunil 4uggal as travelled widely across India and andled diverse portfolios t at ave elped im understand t e dynamics of !#$% businesses and mar-et trends. 6e is well versed in t e intricacies of India8s regional diversities and consumer needs. #r. 4uggal lives in 4el i wit is wife and one c ild. > enever e gets a brea- from is official is family and an occasional round of

responsibilities) #r. 4uggal li-es to spend time at ome wit golf.

1.1.12 C#rp#rate 5#,er!a!%e- 5##- %#rp#rate /#,er!a!%e and tra!"pare!%y )! a%t)#!" of t e management )" (ey t# a "tr#!/ b#!- #$ tr&"t wit t e $ompany"s sta-e olders. 4abur understands t e importance of good governance and as constantly avoided an arbitrary decision9ma-ing process. Our initiatives towards t is end include@ 9BrofessionaliIation of t e board =ean and active 0oard &reduced from 1E to 1* members+ =ess number of promoters on t e 0oard #ore professionals and independent 4irectors for better management %overned t roug 0oard committees for 5udit) 'emuneration) S are older %rievances)

$ompensation and Nominations #eets all $orporate %overnance $ode re1uirements of S;0I

1.1.1= C#rp#rate C)t)He!"h)p- > en our !ounder 4r. S. A. 0urman first establis ed 4abur) e 21

ad a vision t at saw beyond t e profit motive. In is words) H> at is t at life wort w ic cannot bring comfort to ot ers.H : is ideal of a umane and e1uitable society led to initiatives ta-en to give bac- some part of w at 4abur as gained from t e community. Our major initiatives in t e Social sector include@ ;stablis ment of t e Sustainable 4evelopment Society) or S&!-e"h) in 1GG3 9 a non9profit organiIation to promote researc and welfare activities in rural areasM Bromoting ealt and ygiene amongst t e underprivileged t roug t e Ch&!!) La Me-)%a Tr&"tM and OrganiIing t e P a!t $#r L)$e pr#/ra..e for "%h## %h) -re! 9 to create environmental awareness amongst young minds. O&r %#..)t.e!t t# E!,)r#!.e!t- A!%)e!t ')"-#. #$ %#!"er,at)#!- !rom times immemorial) Indian sages and men of wisdom ave understood and appreciated t e value of nature and its conservation. Our ancestors recogniIed t at if we grabbed from nature beyond w at was ealt y) it would lead to all round degradation) and even t e e2tinction of umanity. : at is w y nature was sanctified and wors ipped in t e form of gods and goddesses.

Dab&r &ph# -" the tra-)t)#! :oday) we at 4abur also value nature8s bounty. >it out t e fruits of nature) t e vision of 4abur would never ave been fulfilled. 5nd t at is t e reason for our unfailing commitment to

ecological conservation and regeneration. >e would li-e to follow t e principles of our ancient te2ts) w ic say@ JDeh) .e -a-a.) teJ - Jy#& /),e .e, a!- I /),e y#&J.

22

Ba%( t# Nat&re 'are erbs and medicinal plants are our most valuable resource) from w ic all our products are derived. 4ue to overe2ploitation of t ese resources and unsustainable practices) t ese plants and erbs are fast reac ing t e point of e2tinction. In view of t is critical situation) 4abur as initiated some significant programmes for ecological regeneration and protection of endangered plant species. P a!t" $#r L)$e >e ave set up t e HBlants for =ifeH project in t e mountainous regions of t e 6imalayas. .nder t e project) a ig 9tec green ouse facility as been set up for developing saplings of rare and endangered medicinal plants. !ully computer9controlled and monitored) t is green ouse maintains t e ig ly critical environmental parameters re1uired for t eir survival. >e are also developing 1uality saplings of more t an 2* erbs) < of t em endangered) t roug micro propagation. In addition) satellite nurseries spread across mountain villages and contract cultivation of medicinal erbs elps in maintaining t e ecological balance. : ese measures ave also elped provide local cultivators t e scientific -nowledge for arvesting erbs and a steady source of income. So t at t ey are not forced to e2ploit t e environment to earn a liveli ood.

L),)!/ a 5ree! Her)ta/e : ese are significant stepst at can contribute to a better world for coming generations. :o w om we would li-e to be1ueat a world not bereft of nature. 0ut full of flowering and fruit bearing trees) animals) birds and umans living in good ealt and complete armony.

1.1.1+ IT I!)t)at),e"

5t 4abur India =imited) (!#' e-/e and te%h!# #/y are -ey resources w ic

ave elped t e

$ompany a%h)e,e h)/her e,e " #$ eG%e e!%e a!- e$$)%)e!%y . :owards t is overall goal of 23

tec nology9driven performance) 4abur is utiliIing Information :ec nology in a big way. : is will elp in integrating a vast distribution system spread all over India and across t e world. It will also cut down costs and increase profitability. O&r .a8#r IT I!)t)at),e" #igration from 0aan and #fg ;'B Systems to centraliIed S5B ;'B system from 1st 5pril 2**E for all business units. Implementation of a country wide new >5N Infrastructure for running centraliIed ;'B system. Setting up of new 4ata $entre at A$O 6ead Office. ;2tension of 'eac System to distributors for capturing Secondary Sales 4ata. 'oll out of I: services to new plants and $!5s. F&t&re Cha e!/e" !orward Integration of S5B wit 4istributors and Stoc-ists. 0ac-ward Integration of S5B wit Suppliers. Implementation of new BOS system at Stoc-ist point and integration wit S5B9;'B. Implementation of S5B 6' and payroll. S5B 'oll9out to 4NB= and ot er new businesses. 1.1.11 S&"ta)!ab) )ty Rep#rtAt Dab&r, e!,)r#!.e!t a!- !at&re )" the )$e )!e #$ #&r b&")!e"" . >it a portfolio of

5yurveda and nature9based products) %#!"er,at)#! #$ !at&re C !at&ra re"#&r%e" )" -eep 24

r##te- )! #&r #r/a!)Hat)#!a DNA) and in every aspect of our ever9growing business. >e) at 4abur) ave not merely incorporated t e concept of sustainability into t e core of our business but ave) in fact) e2panded it to encompass our aspirations and responsibilities to t e society and to t e environment. It is t is concept t at inspires us to optimiIe our business performance to tac-le t e new and growing c allenges of environment and tec nology.It is a concept on w ic we aspire to build an organiIation t at will continue to increase value for all our sta-e olders for generations to come) t roug )!te!"),e $#%&" #! C#!"er,at)#! #$ E!er/y a!- Te%h!# #/y Ab"#rpt)#!) along wit Hea th, Sa$ety a!- E!,)r#!.e!t Pr#te%t)#!. 1.1.1: C#!"er,at)#! #$ E!er/y-4abur as been underta-ing a ost of energy conservation

measures. Successful implementation of various energy conservation projects ave resulted in a 1=.*> re-&%t)#! )! the C#.pa!y7" e!er/y b) notewort y was t e fact t at t is reduction )! the 0;;*-;F $)"%a alone. > at was

as come despite an <9GF volume increase in

manufacturing) and an average 11.3F increase in cost of -ey input fuels.: e ost of measures L -ey among t em being use of bio9fuels in boilers) generation of biogas and installation of energy efficient e1uipment L elped lower t e cost of production) besides reduce effluent and improve ygiene conditions , productivity.

2(

1.1.1E Te%h!# #/y Ab"#rpt)#! 4abur as also made continuous efforts towards tec nology absorption and innovation) w ic ave contributed towards preserving natural resources. : ese efforts include@ #inimum use of water in process by pre9concentration of erbal e2tract and reduction in

concentration time. .niform eating in C:4s by ot water as against steam earlier) resulting in 3*F reduction in bul- wastage by using non9stic- coating and formulation c ange. Improvement in water treatment plant t roug introduction of 'O &'everse Osmosis+ system for 4# water) reutiliIation of waste water from pump seal cooling and 'O reject waste9water management. Introduction of water efficient $IB system wit recycling of water in fruit juice manufacturing. 4evelopment of in9 ouse tec nology to convert fruit waste into organic manure by using t e culture =actobacilus burc i.: e $ompany as ac ieved a ost of significant benefits in terms of product improvement) cost reduction) product development) import substitution) cleaner environment and waste disposal) amongst ot ers. 1.1.1* Hea th Sa$ety C E!,)r#!.e!ta Re,)e' Renewing t e commitment to 6ealt Safety and ;nvironment) 4abur as formulated a policy focusing on Beople) :ec nology and !acilities. A -e-)%ate- KSa$ety Ma!a/e.e!t Tea.L ha" a "# bee! p&t )! p a%e to wor- towards t e prevention of untoward incidents at t e corporate and unit level) besides educate , motivate employees on various aspects of 6ealt ) Safety and ;nvironment. The C#.pa!y )" a "# %#!t)!&#&" y .#!)t#r)!/ )t" 'a"te )! a-here!%e ')th the p# &t)#! %#!tr# !#r.". In pursuance of its commitment towards t e society) efforts ave also been initiated to conserve and maintain t e ground water level. : e efforts include 2E

implementation of rainwater arvesting) w ic

as delivered encouraging results and as p&t the

%#.pa!y #! the path t# be%#.)!/ a 3ater-P#")t),e C#rp#rat)#! . Dab&r a "# )!)t)ate- a Carb#! F##t Pr)!t St&-y at the &!)t e,e ')th a! a). t# be%#.e a %arb#! p#")t),e C#.pa!y )! year" t# %#.e. 5t 4abur) we are committed to sustainable development t roug out our diverse operations. 5nd) 'e ') "tr),e t# tra!" ate the /##- )!te!t)#!" )!t# %#!%rete a!- a"t)!/

re"& t", %#!tr)b&t)!/ t# the & t).ate /##- #$ the "#%)ety.

23

1.1.1F PRODUCT LINE

F##-"D

Rea Rea A%t), H#..a-e 2<

Le.#!eeH Cap")%#

Hea th CareD

Baby Care Dab&r La Ta) Dab&r Baby O ),e O) Dab&r Aa!.a 5h&!t)

Hea th S&pp e.e!t" Dab&r Chya'a!pra"h Dab&r 5 &%#"e D

D)/e"t),e" Ha8.# a 2&."t)%( Ha8.# a Ma"t Ma"a a A!ar-a!a Ha8.# a Ha8.# a Ca!-y F&!0 Ha8.# a Ca!-y P&-)! Hara ?L)B&)- a!- Pear "@ P&-)! Hara 5

2G

Dab&r H)!/# )

Nat&ra C&re" Sh) a8)t 5# Nat&re Care Sat I"ab/# Sh) a8)t R)!/ R)!/ It%h Care Ba%(a)Sha!(ha P&"hp) Dab&r Ba . Sarby!a Str#!/

Per"#!a CareD

Ha)r Care O) A. a Ha)r O) A. a L)te Ha)r O) 4at)(a Ha)r O) A!.# Sar"#! A. a

Ha)r Care Sha.p## 3*

A!.# S) (y B a%( Sha.p## 4at)(aHe!!aC#!-)t)#!)!/ Sha.p## 4at)(a A!t)Da!-r&$$ Sha.p## A!.# Nat&ra Sh)!e Sha.p##

Ora CareD

Dab&r Re- 5e Dab&r Re- T##thpa"te Bab## T##thpa"te Dab&r La Da!t Ma!8a! Dab&rB)!a%a T##thbr&"h

S()! Care

5& abar) 4at)(a Fa)r!e"" Fa%e Pa%(

Ay&r,e-)% Spe%)a )t)e"

Ay&r,e-a Ay&r,e-a 4)(a"

R&ra a!- &rba! p#te!t)a

31

R&ra -&rba! pr#$) e O4ER4IE3 OF FMC5 SECTOR IN INDIA

: e Indian !#$% sector is t e fourt largest sector in t e economy wit a total mar-et siIe in e2cess of .S/ 13.1 billion. It as a strong #N$ presence and is c aracteriIed by a well9 establis ed distribution networ-) intense competition between t e organiIed and unorganiIed segments and low operational cost. 5vailability of -ey raw materials) c eaper labour costs and presence across t e entire value c ain gives India a competitive advantage. : e !#$% mar-et is set to treble from .S/ 14.E billion in 2**< to .S/ 33.4 billion in 2*1(. Benetration level as well as per capita consumption in most product categories li-e jams) toot paste) s-in care) air was etc in India is low indicating t e untapped mar-et potential. 0urgeoning Indian population) particularly t e middle class and t e rural segments) presents an opportunity to ma-ers of branded products to convert consumers to branded products. %rowt is also li-ely to come from consumer 8upgrading8 in t e matured product categories. >it 2** million people e2pected to s ift to processed and pac-aged food by 2*1*) India needs around .S/ 2< billion of investment in t e food9processing industry. India is one of t e largest emerging mar-ets) wit a population of over one billion. India is middle class base of 3** million. 5round 3* per cent of t e total ouse olds in India &1<< million+ reside in t e rural areas. : e total number of rural ouse olds are e2pected to rise from 14( million in 2**3 one of t e largest economies in t e world in terms of purc asing power and as a strong 9*< to 1(3 million in 2**G91*. : is presents t e largest potential mar-et in t e world. : e annual siIe of t e rural !#$% mar-et was estimated at around .S/ 14.( billion in 2**39*<. >it growing incomes at bot t e rural and t e urban level) t e mar-et potential is e2pected to e2pand furt er. Urba! P#p& at)#! 0;;E-;* ?.! h#&"eh# -@ 1= R&ra 1+1 32

P#p& at)#! 0;;F-1; ?.! h#&"eh# -@ > D)"tr)b&t)#! ?0;;E-;*@ Mar(et ?T#'!"I4) a/e"@ U!),er"e #$ O&t et" ?.!@

:F 0* =,E:* 1

11= E0 :0E,;;; =.=

S#&r%eD Stat)"t)%a O&t )!e #$ I!-)a ?0;;*-;F@, NCAER

A! a,era/e I!-)a! "pe!-" ar#&!- +; per %e!t #$ h)" )!%#.e #! /r#%ery a!- * per %e!t #! per"#!a %are pr#-&%t". The ar/e "hare #$ $a"t .#,)!/ %#!"&.er /##-" ?FMC5@ )! t#ta )!-),)-&a "pe!-)!/ a #!/ ')th the ar/e p#p& at)#! ba"e )" a!#ther $a%t#r that .a(e" I!-)a #!e #$ the ar/e"t FMC5 .ar(et".

Pr#-&%t Pr#$) eO4ER4IE3 OF 4ATIKA

33

: e Cati-a brand was launc ed in 1GG( wit Cati-a 6air Oil as its first product. In t e very first year of its launc it crossed 's. 1** million in turnover. Over t e years) Cati-a as come to be amongst t e company"s ig est selling brands. It was joined in 1GG3 by Cati-a 6enna $ream $onditioning S ampoo and later) in 2***) by Cati-a 5nti94andruff S ampoo. In 2**3) brand sales crossed 's. 1)*** million. !rom t e company"s perspective) Cati-a is e2pected to continue to drive its growt in t e years to come. >it its innovative offerings) t e brand aims to become a frontrunner in t e mar-et for air care and s-in care products.Cati-a is a comparatively young brand but is already ac-nowledged for t e 1ualitatively influential and pioneering role t at it as played in t e evolution of t e

categories it as ad a presence in. $urrently) t e total annual sales of Cati-a products are over 's. 1)*** million. Of t is) Cati-a 6air Oil enjoys a E.4F mar-et s are in t e coconut air oil category &Source@ 5$Nielsen O'%9#5'%) 2**3+.Cati-a as not just been

successful in garnering a premium image but) today) stands as t e preferred and trusted brand of 11.1 million users &Source@ I'S 6ouse old 4ata+.

STP A!a y")" #$ 4at)(a ha)r #)

Se/.e!tat)#!
Cati-a 6air Oil was launc ed at an almost 1**F premium to t e mar-et leader. : is meant t at t e segment of t e mar-et t at dabur wanted to cater to was t e premium segment w ic valued nouris ment of t e air above t e price and it tried to attend to t at segment w ic was not price sensitive.

Tar/et)!/

34

: is was in line wit its proposition and overall brand strategy of a premium up9mar-et product targeted for individual needs as opposed to t e collectivist culture of t e category. It targeted t e ig 9income urban category of air oil users. Since t e product was

e2pensive it could mainly cater to t e urban mar-et as opposed to t e rural mar-et w ere consumers are ig ly price sensitive. 0eing positioned as aving amla) enna and lemon e2tracts) t e product was targeted towards t e young) contemporary) educated) multi9 faceted) ac ievement9driven and confident women w o were positioned as t e Cati-a >oman.

P#")t)#!)!/
MT#ta ha)r Care7 bra!-D : e product innovation was fed by t e vital consumer insig t t at many women in contemporary India are worried about air problems caused by urban pollution) fre1uent c ange of diet due to geograp ical mobility and ot er factors. 0eset by modern9day air problems) t ey are far more inclined to rely on omegrown remedies. 0y offering air oil t at combined t e benefits of natural products in a single pac-) Cati-a created a nic e for itself as t e Ntotal air care" brand. KNat&ra L #$$er)!/D Cati-a is a brand t at espouses traditional wisdom about ealt in a modern format. It believes t at nature as perennial answers to day9to9day ealt issues) particularly w en it comes to air care and s-in care. In a world w ere modern living causes untold stress t e Cati-a brand olds out t e promise of providing natural ingredients t at rejuvenate and safeguard t e uman body in an e2traordinary way. : is concept is put to wor- t roug contemporary) modern products) offered by Cati-a. The 4at)(a '#.a!D : e Cati-a woman is young) contemporary) educated) multi9faceted) ac ievement9driven and confident. It is in t e Cati-a brand t at s e sees a true reflection of

3(

er own personal ideals. : roug creation of t e concept of Cati-a woman) it as tried to carve out a new positioning in t e minds of t e new age woman.

MARKETIN5 MIN OF 4ATIKA HAIR OIL

Cati-a 6air Oil as made a uge impact wit its innovative product offering) pricing strategy) easy availability and promotion campaigns. In t e mar-eting mi2 of 4abur) we s all be discussing t e 4 Bs of mar-eting mi2 wit respect to Cati-a 6air Oil. : e mi2 s all be analyIed as followed@ Pr#-&%t Pr)%e P a%e Pr#.#t)#!

Pr#-&%t O Pr#-&%t 4ar)ety O O O O O&a )ty De")/! Feat&re" Bra!Na.e" O Ser,)%e"

Pr)%e O O O L)"t Pr)%e D)"%#&!t F)!a!%)!/ S%he.e" O Cre-)t Ter."

Pr#.#t)#! O A-,ert)")!/ Pr#.#t)#! O O O P&b )% Re at)#!" Sp#!"#r"h)p" I!ter!et Mar(et)!/ C

P a%e O O O Cha!!e " L#%at)#! I!,e!t#ry

3E

33

PRODUCTD

Bra!- Na.eD Cati-a in 6indi means Ngarden". : e brand attempts to live up to t e promises L beauty and nature L t at are associated wit its very name. Starting wit t ese associations Cati-a as assiduously built a brand t at delivers on all t ese values t roug its various product offerings) t e mot er brand being Cati-a 6air Oil. I!!#,at),e pr#-&%t #$$er)!/D. Cati-a 6air Oil is coconut air oil wit special ingredients adding value to t e product. > ile coconut oil as been regularly used by Indian women as a basic air nutrient) a combination of erbs and natural products suc as enna) amla and lemon ave been used for special air needs. $oconut air oil provides nouris ment to t e air) w ile enna along wit ot er erbs coat t e air and protect it from o2idation) t ereby maintaining its natural colour. 5mla

strengt ens air roots and elps maintain t eir natural ealt and t ic-ness. =emon wit its astringent action controls sebum flow and elps in prevention of dandruff. 5part from enna) amla and lemon) it also contains ot er natural ingredients li-e bra mi) neem) ba era) -apur-ac ari) arar) and ugd a and sugand it dravyas. Pa%(a/)!/D : e 1ualities of Cati-a products) ascribed to t e brand by undreds of

t ousands of satisfied consumers) ave been furt er underlined by its attractive pac-aging. In a category dominated by blue pac-s as analogous of pure coconut oils) Cati-a bro-e t e norm wit its w ite and green bottle wit a mus room cap. : e green9and9w ite colors) used in its pac-aging) reflect t e brands" natural ancestry and give it a premium loo-. : ese also elp Cati-a stand out in t e cluttered environment of Indian retail. 3<

A,a) ab e )!D 0ottles !lip cans 3( ml) 1(* ml) 3** ml 1(* ml) 3** ml

!lip cans were introduced for t e winter season. O&a )tyD Cati-a products contain natural ingredients t at t roug scientific processes at 4abur"s in9 ouse researc ave been blended toget er laboratories. 4abur 'esearc

!oundation as more t an 1** scientists wor-ing toget er to ma-e superior 1uality products t at matc international standards.

PRICEIOUALIT2 MATRIN
Pr)%eP O&a )ty Q L&G&ry H)/h Se/.e!t 4ATIKA O,erpr)%eM)-- e Ma(e L#' The U!happy C&"t#.er" A,era/e Rea Bar/a)! Cheap 5##-" I-ea Pe!etrat)#! F#r Pre.)ere O$$er)!/ H)/h M)-- e L#'

Sa e a!- R&!

3G

PLACE
Cati-a products including Cati-a 6air Oil are sold in 3< countries t roug more t an 1( la- retail outlets and ()*** distributors w o service t e entire country t roug a wide mar-eting networ-.

4abur"s distribution networ- e2tends beyond India in t e following countries as well@

D)"tr)b&t)#! Net'#r(
$entral) Nort , Sout 5merica 5ustralia 5sia #iddle ;ast Nort , Sout 5frica ;ast , >est ;urope

4*

Pr#.#t)#!
Cati-a L t e -ey focus brand of t e company L as always been well supported. : e company realiIed early t at) from t e perspective of brand building) it was vital to invest in t is brand. 4at)(a Ha)r O) 7" $)r"t pr#.#t)#!D It focused on t e -ey benefit L beautiful air wit out air problems L t at came about as a result of t e e2tra nouris ment t roug t e value addition of enna) alma and lemon9derived additives. Creat)!/ %#!%ept&a a'are!e""D In t e initial p ase of t e communication) t e mar-eting objective was to create conceptual awareness about t e new product L t e goodness of coconut oil enric ed wit natural erbs. Cati-a was firmly establis ed as t e leader in t e new category of value9added air oils and its promotion campaign was so successful t at t e product segment itself came to be identified wit Cati-a. In 1GG3) t e company created a new promotion campaign) w ic reinforced t e obvious fact t at most coconut oil brands were) not e1uipped to combat t e effects of pollution) ard water and c emicals L t e major causes of air ailments and air deterioration. S:B 5nalysis of 450.' $6?5>5NB'5S6 S;%#;N:5:ION 4abur $ yawanpras is t e mar-et leader in t e $ yawanpras segment. It comes under t e category of ealt supplements. : e segments t at it considers are growing -ids) competitive yout ) ever9busy ousewives and t e aged. !or t e growing -ids@ In today8s competitive environment) t e c ildren are under ig pressure to e2cel. !or t e

competitive yout @ #odern life -eeps t e yout busy and demands t em to be active and efficient. !or ever9busy ousewives@ : e 8 omema-er8 needs to be fit in order to 41

s oulder all responsibilities. !or t e aged@ Old age wea-ens a person p ysically and mentally. 5fter segmenting t e population into t ese categories it aims to -eep t em fit and ealt y. :5'%;:IN% :raditionally) c yawanpras was supposed to be a ealt supplement for t e aged and -ids. 4abur $ yawanpras &4$B+ is now targeting adults) ousewives) yout and -ids. : is it is trying to ac ieve t roug its promotion activities by ma-ing 5mitab 0acc an and Cive- Oberoi do t e endorsement act. 5mitab $ yawanpras attempting to establis as been projected as a user of

t e relevance of 4$B amongst t e adults in

today"s demanding lifestyle. Cive-) w o represents an urban ambitious non9user wit a mindset t at $ yawanpras is not for im) meets is moment of trut w en

outperformed by a young $ yawanpras

user) t us reac ing out to -ids. 6is final

conversion from a non9user to a $ yawanpras user connects wit t e ?out . : ese two ads complement eac ot er and connect very well wit t e targeted consumers.

POSITIONIN5
JA!-ar "e "tr#!/LD Dab&r %hya'a!pra"h ha" the ta/ )!e JA!-ar "e "tr#!/L By &")!/ a !at&ra a!/&a/e )!"tea- #$ "%)e!t)$)% a!/&a/e )t )" ab e t# %#!!e%t ')th the %#!"&.er" a!- )" ab e t# a%h)e,e a better p#")t)#!)!/ )! the .)!-" #$ the I!-)a! hea th %#!"%)#&" %#!"&.er. A %ate/#ry )(e Chya'a!pra"h $#r )!"ta!%e !ee-" t# &!-er"ta!- that )! e.p #y)!/ the %ate/#ry a!/&a/e )t #"e" a!y %ha!%e #$ eGpre"")!/ )t" #'! be!e$)t -)"t)!%t),e y.

H# )"t)% Hea th be!e$)t #$ Ay&r,e-aD Dab&r Chya'a!pra"h he p" )! "t).& at)!/ )..&!e "y"te., re )e,)!/ "tre"", ).pr#,)!/ "ta.)!a, $)/ht)!/ a/)!/ thr#&/h a!t)-#G)-a!t pr#perty, 42

).pr#,)!/ &!/ $&!%t)#!, $)/ht)!/ re"p)rat#ry )!$e%t)#!" C b&) -)!/ re")"ta!%e t# -)"ea"e. The bra!- %#!,ey" th)" hea th %#!"%)#&" h# )"t)% ,)e' #$ the pr#-&%t.

Bra!- Tr&"tD O,er 1;; year" #$ Dab&r7" eGper)e!%e )! Ay&r,e-a e!"&re" "e e%t)#!, pr#%e"")!/ a!- B&a )ty %#!tr# #$ r)/ht herb" a #!/ ')th "%)e!t)$)% a!- % )!)%a "t&-)e" R .a(e" DCP a tr&"t'#rthy #$$er)!/ $#r %#!"&.er". C#!"&.er" ,)e' DCP a" a pr#-&%t by a tr&"te- bra!- a!- there$#re -# !#t !ee- t# th)!( t')%e be$#re .a()!/ a p&r%ha")!/ -e%)")#!. MARKETIN5 MIN FOR DABUR 4ATIKA HAIR OIL AND DABUR CH2A3ANPRASH

MARKETIN5 MIN OF DABUR CH2A3ANPRASH Dab&r Chya'a!pra"h )" the .ar(et ea-er )! the %hya'a!pra"h "e/.e!t a!- ha" a%h)e,e- th)" ')th )t" )!!#,at),e pr#-&%t #$$er)!/, pr)%)!/ "trate/y, ea"y a,a) ab) )ty a!pr#.#t)#! %a.pa)/!". I! the .ar(et)!/ .)G #$ Dab&r, 'e "ha be -)"%&"")!/ the + P" #$ .ar(et)!/ .)G ')th re"pe%t t# Dab&r Chya'a!pra"h. The .)G "ha $# #'e-D Pr#-&%t 43 be a!a yHe- a"

Pr)%e P a%e Pr#.#t)#!

Pr#-&%t O O O O O O Pr#-&%t 4ar)ety O&a )ty De")/! Feat&re" Bra!Na.e" Ser,)%e"

Pr)%e O O O O L)"t Pr)%e D)"%#&!t F)!a!%)!/ S%he.e" Cre-)t Ter."

Pr#.#t)#! O O O O A-,ert)")!/ Pr#.#t)#! P&b )% Re at)#!" Sp#!"#r"h)p" I!ter!et Mar(et)!/

P a%e C O O O Cha!!e " L#%at)#! I!,e!t#ry

PRODUCT

Dab&r Chya'a!pra"h )" the ea-er )! the Chya'a!pra"h %ate/#ry a!- e!8#y" a .ar(et "hare #$ :1 per %e!t. I! 1;" Dab&r p)#!eere- the %#!%ept #$ bra!-e- Chya'a!pra"h a!")!%e ha" )!,e"te- hea,) y )! pr#-&%t -e,e #p.e!t, % )!)%a "t&-)e" a!- %#!"&.er a'are!e"". The pr#-&%t )" e""e!t)a y a hea th "&pp e.e!t. K!#'! a" the Ke )G)r #$ )$eL, Chya'a!pra"h ha" ?% )!)%a y@ pr#,e! be!e$)t" )! .a)!ta)!)!/ ".##th b#-y $&!%t)#!)!/. The pr)!%)pa )!/re-)e!t A. a ?I!-)a!

5##"eberry@ a%t" a" a! a!t)-#G)-a!t a!- )..&!e-"t).& a!t. Dab&r Chya'a!pra"h he p" )! "t).& at)!/ )..&!e "y"te., re )e,)!/ "tre"", ).pr#,)!/ "ta.)!a, $)/ht)!/ a/)!/ thr#&/h a!t)-#G)-a!t pr#perty, ).pr#,)!/ &!/ $&!%t)#!, $)/ht)!/

44

re"p)rat#ry )!$e%t)#!" C b&) -)!/ re")"ta!%e t# -)"ea"e. It )" the"e pr#pert)e" that .a(e Dab&r Chya'a!pra"h a pre$erre- %h#)%e $#r )t" &"er".

I!/re-)e!t" #$ Dab&r Chya'a!pra"h

4)"h'a"t 5mla, 5s wagand a, Hareeta(), Da"h.& , 5hr)t a!"e,era

#ther herb" a!- herba eGtra%t". Spe%)a 4)"h'a"t $#rt)$)e')th a--)t)#!a hea th be!e$)%)a herb" )(e

Ke"har, A(ar(ara et%.

A,a) ab e )!D
Dab&r Chya'a!pra"h )" a,a) ab e )! three ")He" t# %ater t# the !ee-" #$ -)$$ere!t type" #$ pe#p e. 1. O!e () #/ra. pa%( 0. 1;; /ra. pa%( =. 01; /ra. pa%(

PRICE

The pr)%)!/ #$ Dab&r %hya'a!pra"h )" ,ery %#.pet)t),e. Dab&r %hya'a!pra"h &"e" "e%#!---e/ree pr)%e -)"%r).)!at)#! ).e. .#re the B&a!t)ty, #'er the pr)%e. 4(

1(/ 1;;/." 01;/."

R".1E1.;; R".1;;.;; R". 11.;;

PRICEIOUALIT2 MATRIN

BriceQ Kuality R =u2ury 6ig Segment Ideal Benetration

DABUR CH2A3ANPRASH

6ig

#iddle

=ow

!or

Bremiere Offering

Overpriced #iddle #a-e =ow : e

5verage

'eal 0argain

.n appy $ustomers

$ eap %oods

Sale and 'un

4E

PLACE
Dab&r ha" a ,ery ')-e -)"tr)b&t)#! #$ )t" pr#-&%t" thr#&/h 1.: .) )#! reta) #&t et" a!1; C C F a/e!t" a #,er I!-)a 'h# -)"tr)b&te pr#-&%t" t# the reta) er". A -)"tr)b&t)#! #$ C C F a/e!t" a!- .a!&$a%t&r)!/ #%at)#!" )" /),e! be #'.

Dab&r7" -)"tr)b&t)#! !et'#r( eGte!-" bey#!- I!-)a )! the $# #')!/ %#&!tr)e" a" 'e D

COMPETITOR ANAL2SIS OF 4ATIKA

The (ey %#.pet)t#r7" #$ Dab&r )! the Ha)r O) "e/.e!t are Ke# Karp)!, E.a.), Ba8a8, Mar)%#, HLL, 'h)%h t#/ether ')th Dab&r ha,e ab#&t :+> #$ I!-)a<" -#.e"t)% .ar(et. Dab&r )" #!e #$ I!-)a<" ar/e"t p ayer" )! the ha)r #) "e/.e!t a!- the $#&rth ar/e"t pr#-&%er #$ FMC5. It 'a" e"tab )"he- )! 1**+, a!- ha- /r#'! t# a b&")!e"" e,e )! 0;;= #$ ab#&t :1; .) )#! -# ar" per year. Dab&r Ha)r O) " ha,e a .ar(et "hare #$ 1F>.

43

3e ha,e tr)e- t# a!a y"e the %#.pet)t)#! $#r Dab&r )! the Ha)r Care "e/.e!t a" $# #'"D

Ke# Karp)!, a $)$ty-year # - bra!-, )" a p)#!eer )! the )/ht ha)r #) %ate/#ry. The p ea"a!t y per$&.e- ha)r #) ha" )t" .a)! .ar(et )! the H)!-) be t a!- a "# ha" ")/!)$)%a!t pre"e!%e )! ea"ter! a!- 'e"ter! I!-)a. It" "hare )" :> #$ the t#ta ha)r #) .ar(et. E.a.) ha" eG)"te!%e )! ha)r #) .ar(et thr#&/h H).a!) Na,rata! #) a!- H).a!) O) . E.a.) ha" ta(e! Ma-h&r) D)G)t a" bra!- a.ba""a-#r $#r e.a.) #) a!- A.)tabh Ba%h%ha! $#r H).a.) Na,rata! O) . O,era )t ha" a "hare #$ +> )! ha)r #) .ar(et. 4<

Ba8a8 ha" t'# $ a/"h)p #) bra!-" - Ba8a8 Brah.) A. a a!- Ba8a8 A .#!- Dr#p" S %&rre!t y ha,e a ,a &e "hare #$ 1F per %e!t a!- 10 per %e!t )! the)r re"pe%t),e #) %ate/#r)e" a" per OR5-Mar/. Be")-e", the %#.pa!y ha" a "# -e%)-e- t# e!ha!%e )t" reta) pre"e!%e by !ear y 0; per %e!t $r#. the eG)"t)!/ 1 a(h reta) #&t et" )! a! atte.pt t# rea%h the r&ra part". O,era )t ha" a .ar(et "hare #$ +> )! ha)r #) .ar(et. Mar)%#7" Para%h&te )" pre.)&. e-)b e /ra-e #) , a .ar(et ea-er )! )t" %ate/#ry. Sy!#!y.#&" ')th p&re %#%#!&t #) )! the .ar(et, Para%h&te )" p#")t)#!e- #! the p at$#r. #$ p&r)ty. I! $a%t #,er t).e )t ha" be%#.e the /# - "ta!-ar- $#r p&r)ty. Para%h&te<" pr).ary tar/et" ha,e bee! '#.e! #$ a a/e. The bra!- ha" a h&/e #ya ty, !#t #! y )! the &rba! "e%t)#!" #$ I!-)a b&t a "# )! the r&ra "e%t#r. It ha" a .ar(et "hare #$ 0*>. HLL ha" t'# pr#-&%t", C )!)% P &" Ha)r O) a!- A C ear C )!)% Ha)r O) . O,era )t ha" a => "hare )! ha)r #) .ar(et.

COMPETITOR ANAL2SIS OF CH2A3ANPRASH

The (ey %#.pet)t#r7" #$ Dab&r )! the Chya'a!pra"h "e/.e!t are Ba)-ya!ath, Ta!-& a!- H).a!), 'h)%h t#/ether ')th Dab&r ha,e ab#&t *1> #$ I!-)a<" -#.e"t)% .ar(et.

4G

Dab&r )" I!-)a<" ar/e"t Ay&r,e-)% .e-)%)!e "&pp )er a!- the $#&rth ar/e"t pr#-&%er #$ FMC5. It 'a" e"tab )"he- )! 1**+, a!- ha- /r#'! t# a b&")!e"" e,e )! 0;;= #$ ab#&t :1; .) )#! -# ar" per year, th#&/h #! y a $ra%t)#! #$ that )" )!,# ,e- ')th Ay&r,e-)% .e-)%)!e. Dab&r Chya'a!pra"h ?herba h#!ey@ ha" a .ar(et "hare #$ :1>. 3e ha,e tr)e- t# a!a y"e the %#.pet)t)#! $#r Dab&r )! the Chya'a!pra"h "e/.e!t a" $# #'"@

Sr) Ba)-ya!ath Ay&r,e-)% Bha'a! Lt-. ?Ba)-ya!ath $#r "h#rt@ 'a" $#&!-e- )! 1F1E )! Ca %&tta, a!- "pe%)a )He" )! Ay&r,e-)% .e-)%)!e", th#&/h )t ha" re%e!t y eGpa!-e- )!t# the FMC5 "e%t#r ')th %#".et)% a!- ha)r %are pr#-&%t"U #!e #$ )t" )!ter!at)#!a pr#-&%t" )" Sh)(a(a) ?"#ap p#-@ Sha.p##. It" Chya'a!pra"h ha" a .ar(et "hare #$ 1;>.

(*

Ta!-& Phar.a%e&t)%a 3#r(" 'a" )!%#rp#rate- )! B#.bay )! 1F1F, !a.e- a$ter a! 1* th%e!t&ry Ay&r,e-)%. The %#.pa!y $#%&"e" pr).ar) y #! Ay&r,e-)% pr#-&%t" ?)! 1F=;, phar.a%e&t)%a " 'ere a--e-, b&t the phar.a%e&t)%a -),)")#! 'a" "eparate- #$$ ab#&t =; year" ater@.

The E.a.) 5r#&p, $#&!-e- )! 1FE+, pr#,)-e" a -),er"e ra!/e #$ pr#-&%t", -#)!/ 11; .) )#! -# ar" #$ b&")!e"" a!!&a y, th#&/h #! y a p#rt)#! )" )!,# ,e- ')th Ay&r,e-)% pr#-&%t", thr#&/h )t" H).a!) )!eU the %#.pa!y )" .a)! y )!,# ,e- ')th t#) etr)e" a!%#".et)%", b&t a "# pr#,)-e" Chya'a!pra"h a!- #ther hea th pr#-&%t". It" .ar(et "hare

OBAECTI4E OF THE St&-y7"

(1

F# #')!/ are the .a8#r #b8e%t),e" #$ "t&-yD 1. T# "t&-y the ).pa%t #$ B&-/et P# )%)e" #! Mar(et)!/ Strate/y #$ Dab&r F##-". 0. T# "t&-y the C#!"&.er, B&y)!/ beha,)#r. =. T# "t&-y the pr#b e." $a%e- by Dab&r. Sea"#!a De.a!-? )(e %hya'a!pra"h )! ')!ter a!- 4at)(a !#t )! ')!ter@ L#' Pe!etrat)#!?Chya'a!pra"h@ H)/h pr)%e?4at)(a@ L).)te- -)$$ere!t)at)#! ?4at)(a@ U!bra!-e- p ayer" a%%#&!t $#r the 0I=r- #$ the t#ta .ar(et?4at)(a@

(2

PART-II

(3

Chapter-0
1. 'esearc #et odology 2. =imitation

(4

0.1RESEARCH METHODOLO52
#ar-eting researc is a systematic problem analysis) model building and fact

finding for t e purpose of important decision ma-ing and control in t e mar-eting of goods and services.S

- Phillip Kotler
5s t e purpose of t e project report is to analyIe t e consumable products successfully launc ed in t e last t ree years. : e data was collected bot wit t e elp of primary as well as secondary sources. !or primary data) I proceeded wit t e drafting of t e 1uestionnaire for consumers was structured as undisguised) , Bersonal 9interview retailers. I anded distributors , w olesalers and it personally to t e respondents to be analyIed. : e 1uestionnaire met od was used9 a+ b+ :o get first and relevant and unbiased information Kuestionnaire provides versatility and solutions can be obtained by just as-ing t e 1uestions. c+ d+ Kuestioning is usually faster and c eaper. #oreover) t ere is more control over data gat ering activities.

Secondary data was also collected personally by me) w ic t e company as furnis ed for t e general public. : e secondary data was gat ered wit t e elp of various magaIines)

newspapers) journals) and broc ures and also t roug t e Internet. !or secondary sources no fieldwor- was employed.

((

In order to amplify t e empirical findings from primary and secondary sources) a survey was conducted bot of consumers and retailers 4istributor , > olesalers in order to gauge t e mar-et opinion.: e 1uestionnaire was of multiple c oices and t e pattern of 1uestions was as simple as possible. >it every 1uestion) multiple c oices were given and respondents were as-ed to select one of t em. : e 1uestionnaire tec ni1ue was structured and not disguised as t e 1uestions followed one pattern and reason be ind t e 1uestionnaire was stated properly. 5ll t e 1uestions were directly related to t e subject. !or 4abur c yawanpras and Cati-a air oil. 1. Sample siIe for customers were 1(* in number and t e universe comprised of all t e consumers wit in t e geograp ical region of 4el i. 2. Sample siIe for retailers were 4* in number and t e universe comprised of all t e consumers wit in t e geograp ical region or 4el i. 3+ Sample siIe for 4istributor , > olesaler were four in number , t e universe

comprised of all t e consumers wit in t e geograp ical region of 4el i. No ot er fieldwor- was employed to gat er t e information. : e 1uestionnaires were distributed to t e respondents and t e data was collected t roug secondary sources : e statistical tec ni1ue suc a Bi9c art and percentages were used in analysing and interpreting t e data. primary and

(E

0.0 LIMITATIONS
:raining is a costly affair for t e management. It needs a andsome amount and long time. So management as to play safe game for t e benefits of t e company as well as t e wor-ers. One wrong decision may enforce t e company to fall into deep troubles. So selecting t e weaareas of staffs and wor-ers s ould be done very carefully. !or t at t e management s ould be conduct a test. !or providing an effective training) company re1uires a -nowledgeable trainer. Selecting a particular trainer is again a difficult job. :rainer demands :raining needs time and cost bot . :o conclude) it is very clear t at training s ould be provided but not at t e loss of t e company. It is very costly and time ta-ing affair. 0ut it is most important for t e development of t e company. So management can"t avoid it at any cost. a+ 4ue to lac- of time &i.e.) :wo mont s+ it is not possible to reac all respondents. b+ : e lac- of availability of time on t e respondent"s part. c+ Some respondent"s was biased. d+ .nwillingness of t e respondents. andsome money.

(3

Chapter III
1.De"%r)pt),e '#r( #! "&bt#p)% #$ "t&-y

(<

=.1 3HAT IS A MARKETIN5 STRATE52 AND MARKETIN5 PLANV 5 MARKETIN5 STRATE52 in general sets a target mar-et and a mar-eting mi2. It is a Hbig pictureH of w at a company will do in some mar-et in order to gain a competitive advantage. 5 MARKETIN5 PLAN is a detailed brea-down of your mar-eting strategy. It is a written statement of a mar-eting strategy wit t e time 9 related details as well as t e mar-eting budget for carrying out t e strategy. It s ould spell out t e following in detail@ 9 O > at mar-eting mi2 will be offeredT

O :o w o &target mar-et+M

O !or ow longM

O > at company resources will be needed at w at rateM

O > at results are e2pected &sales and profits+. DE4ELOP A MARKETIN5 STRATE52 0y now you s ould already@ O ave decided on t e nature of your business and you -now t at your business idea is O feasibleM O ave also identified your mar-et and decided on your target mar-etM O -now w at t e needs of your customers are and you ave identified and assessed your O $ompetition. Now you need to decide on@ O t e Broduct and Service to offer your customersM (G

O ow you will ma-e your Broducts available to customersM

O ow you will communicate t e benefits of your Broducts and persuade customers to buy O t emM O t e price you will c arge. : ese four decision variables are t e ingredients of t e so9called mar-eting mi2. ?our tas- is to create t ese elements effectively in order to mar-et your product7service to t e target mar-et in an optimal way. CREATE AN EFFECTI4E MARKETIN5 MIN : e MARKETIN5 MIN consists of all t e controllable variables t e company puts toget er to satisfy its target mar-et. 5 typical MARKETIN5 MIN includes decisions regarding t e product) t e price of t e product) ow to promote t e product and ow to get t e product to t e rig t customer at t e rig t time and place. 5ll t ese variables are controllable elements in t e mar-eting mi2 and can be reduced to four basic ones) eac starting wit a B &also -nown as t e four Bs+@ O Product. O Place. O Price. O Promotion. : e four Bs are t ose factors t at you can control directly) for e2ample) you develop your product) you decide ow to get it to t e customer) you determine t e price and you c oose t e promotion mi2. The $#&r P" are, a" y#& ') rea )He !#', ')th the "e e%t)#! #$ y#&r tar/et .ar(et are the ba")% )!/re-)e!t" #$ y#&r .ar(et)!/ "trate/y.

E*

5ll four Bs are needed in a mar-eting mi2 and s ould t erefore be tied toget er. > en a mar-eting mi2 is developed) all final decisions about t e B8s s ould be made. 5ll four Bs s ould be in armony and aimed at satisfying t e customer8s needs in an optimum way. ?ou do ave control over t e mar-eting mi2 and can vary it to suit t e needs of your customers and t e resources of your business. $ustomers are continuously matc ing t eir needs wit t e products offered by you and your competitors. ?ou s ould now -now your target mar-et and t e needs of your potential customers. !rom analyIing your competitors) you can identify w at t ey offer t e target consumer t roug t eir mar-eting mi2es. : is determines w at your mar-eting mi2 and your competitive advantage will be. 5ll of t e mar-eting mi2 elements must reinforce t e image of t e product or service t at t e business portrays to t e potential customer. =et"s discuss eac B in t e mar-eting mi2 in more detail. FOCUS ON THE PRODUCT : is area is concerned wit developing t e rig t product for t e target mar-et. : is offering may involve a p ysical product) a service) or a blend of bot . 'emember t at a product is not limited to a p ysical good. : e important t ing is t at your product and7or service s ould satisfy a specific customer need. 5t t e most fundamental level we normally tal- about t e core product. : e core product answers t e 1uestion Hw at is t e buyer really buyingTH : e woman buying a camera is not buying a mec anical bo2) s e is buying t e opportunity to ta-e p oto8s) w en s e want to ave and -eep forms of HimmortalityH or precious moments. : e mar-eters8 job is to sell t ese core benefits of t e product or service. Bra!-)!/ means t e use of a name) term) symbol) design) or a combination of t ese) to identify a product. It includes t e use of brand names) trademar-s) and practically all ot er means of product identification. 5 brand name is a word) letter) or a group of words or letters.

E1

;2amples include Ni-e) I0#) and Aellogg8s. :rademar- is a legal term and includes only t ose words) symbols) or mar-s t at are legally registered for use by a single company. 0rand promotion as advantages for sellers as well as for customers. 5 good brand name speeds up s opping for t e customer) if t e customer can immediately recogniIe t e product) and it will reduce t e seller8s selling time and effort. > en customers repeatedly buy by brand) t e seller is protected against competition from ot er companies. %ood brands can improve t e company8s image) and t us speed up acceptance of new products mar-eted under t e same company name. Pa%(a/)!/ involves promoting and protecting t e product. : is can be important to bot sellers and customers. It can ma-e a product more convenient to use or store. It can prevent spoiling or damage. %ood pac-aging ma-es products easier to identify and promotes t e brand at t e point of sale and even in use. In addition to branding and pac-aging if t e formal product is a p ysical object) t e mar-et may recogniIe it as aving c aracteristics li-e a 1uality feel) specific features) as well as styling. If it is a service) it may ave some or all of t ese facets in an analogous manner. : e total product can also consist of elements li-e free delivery) installation) warranties) services) maintenance systems) customer advice) financing and ot er t ings t at customers perceived to be of value. MAKE 2OUR DECISIONS ON THE PLACE ELEMENT OF THE MARKETIN5 MIN Blace is concerned wit all t e decisions involved in getting t e rig t product to t e target mar-et8s environment. 5 product isn8t of muc use to a customer if it8s not available w ere and w en it is wanted) or needed. 5 product reac es its target mar-et t roug a c annel of distribution 9 any series of companies or individuals) from producer to final user7consumer. Sometimes a c annel system is 1uite s ort. It may run directly from a product to a final user. : is is especially common in business mar-ets and t e mar-eting of services. Often a c annel system is more comple2 and as levels) w ic involves different middlemen and specialists. E2

5 Iero9level c annel) often called a direct mar-eting c annel) consists of a manufacturer selling directly to a consumer. : e c oice of t e level c annel to use will be based on t e competitive advantage) offered by t is level. !or e2ample) an apple farmer may c oose a Iero9 level c annel by inviting t e public to come and pic- t eir own apples at a muc lower price t an buying it at a s op. 5 two9level c annel) for e2ample) contains two intermediaries. In consumer mar-ets) t ey are typically a w olesaler and a retailer. In industrial mar-ets) t ey could be sales agents and w olesalers and in t e service mar-et) only sales agents could be necessary. 4istribution c annels could also be ot er t an t e abovementioned. !or e2ample) t e Internet is an e2cellent distribution c annel for selling information. 5 comedian can also distribute is services via t e :C to is or er target audience. Bart of t e place decision is also t e layout of a store or s op. =ayout is t e arrangement and display of merc andise. 5 retailer8s success depends on a well 9 designed floor display. It s ould pull customers into t e s op) ma-e it easy for t em to locate merc andise) compare price) 1uality) and features) and ultimately buy. PRICE In setting a price for your product) you must consider competition in t e target mar-et) and t e cost of t e total mar-eting mi2. ?ou must also estimate customer reaction to possible prices. !urt ermore) you also s ould -now current competitor practices suc as mar-ups) discounts) and ot er terms of sale. ?ou must be aware of legal restrictions on pricing. If customers won8t accept t e price) all your planning effort will be wasted. $onsider w at t e customer is willing to pay and w at t e customer is li-ely to e2pect for t at price. 5s- yourself w et er t e customer feel t at e7s e is getting value for money at t at priceT 'emember it is t e customer8s perception of value for money t at counts) not yours.

E3

?ou must set t e price ig enoug to cover costs and earn a reasonable profit) but low enoug to attract customers and generate ade1uate sales volume. : e rig t price today may be completely inappropriate tomorrow. : e reason for t is@ ;ver c anging mar-et conditions. !or many small business people non9price competition 9 focusing on factors ot er t an price 9 is a more effective strategy t an trying to beat larger competitors in a price war. Non9price competition factors are@ free trial offers) free delivery) lengt y warranties) money9bacguarantees) allowing for bargaining) stressing durability) 1uality) reputation) or special features. : e pricing policy of a business also offers important information about its overall image. : e prices c arged at ladies8 clot ing bouti1ue reflect a completely different image from t ose c arged by a c ain store. 6ig prices for some products fre1uently convey t e idea of 1uality) prestige) and uni1ueness to t e customer. $ompetitors8 prices can ave a dramatic impact on your sale. ?ou s ould ma-e it a abit to monitor your rivals8 prices) especially on identical items. : e following two factors are vital to studying t e effects of competition on your pricing policies@ location of competitors) and t e nature of competing products. >it out t e advantage of a uni1ue business image 9 1uality of goods sold) number of services provided) convenient location) favorable credit terms 9 you will ave to matc local

competitors8 prices or lose sales. ?ou also ave to recogniIe w ic products are substitutes for t ose you sell and t en strive to -eep your prices in line wit t em. E$$e%t),e Te%h!)B&e" y#& %a! &"e 'he! Pr)%)!/ a Ne' Pr#-&%t In t e initial setting of a product8s price) you must try to ac ieve t ree objectives@ U %etting t e product accepted. U #aintaining mar-et s are as competition grows. U ;arning a profit. ?ou ave t ree strategies to c oose from@ E4

O Pe!etrat)#!D : e idea is to gain 1uic- acceptance and e2tensive distribution in t e mar-et. ?ou introduce your product at a low price. : e low profit margins may discourage ot er potential competitors from entering t e mar-et wit similar products.

O S()..)!/D : e idea is to set a price well above t e total unit cost and to promote t e product eavily in order to appeal to t e segment of t e mar-et t at isn8t sensitive to price. : is tec ni1ue often reinforces t e uni1ue) prestigious image of a s op and projects a 1uality picture of t e product. ig price until tec nological advancements enable you to lower your costs. : e art is to reduce t e product8s price sooner t an t at of your its competitors. $omputer price declines are a good e2ample of t is tec ni1ue.

Sett)!/ the Pr)%e In t is section) we will e2plain t e process of setting t e price of your product7service) by t e use of two case studies. : e one is for retailers and t e ot er for manufacturers.

E(

Chapter I4
1. 4ata 5nalysis , Interpretation

EE

+.1 Data A!a y")" C I!terpretat)#!

CUSTOMER SUR4E2 RESULTS-DABUR 4ATIKA

A3ARNESS LE4EL

100 90 80 70 60 50 40 30 20 10 0 PARACHUTE

PERCENTAGE

NIHAR

DABUR VATIKA

E3

INTERPRETATION-It

was observed t at G*F customers award about

t e dabur vati-a air oil.

PREFERRED BRAND

40 35 30 25 20 15 10 5 0 PARACHUTE NIHAR VATIKA PERCENTAGE

INTERPRETATION-

It was observed t at 3*F customers preferred t e

dabur vati-a among t e wide range of air oil.

E<

SATISFACTION LE4EL

4 3.5 3 2.5 2 1.5 1 0.5 0 PARACHUTE

RATING(1-LO

5-HIGH!

HAIR AND CARE

INTERPRETATION-It

was observed t at t e satisfaction levels are ig

about t e 1uality of t e vati-a air oil.

EG

REASON TO BU2 THE PREFFERED BRAND

45 40 35 30 25 20 15 10 5 0 NON "TICK# PRICE PERCENTAGE

3*

INTERPRETATION

It was observed t at t e reason to buy vati-a air oil is non9stic-y 4(F) brand loyalty 2*F fragrance 1*F , price 3*F.

UNA4AILABILIT2 OF PREFERRED BRAND

45 40 35 30 25 20 15 10 5 0 PURCHA"E ANOTHER BRAND

PERCENTAGE

BU# "UB"TITUTE

INTERPRETATION

31

It was observed t at 2(F customers could wait in case of unavailability t e dabur vati-a air oil.

PREFERRED PACK SITE

60 50 40 30 20 10 0 75$% 150 $% 300 $% PERCENTAGE

32

INTERPRETATION

It was observed t at ((F of customers preferred 1(*ml) 2*F of 3(ml , 2(F of customers preferred 3**ml pac- of t e dabur vati-a air oil.

REASON TO SELECT PREFERRED PACK SITE

40 35 30 25 20 15 10 5 0 AVAILABILIT# "TORAGE
33

PERCENTAGE

INTERPRETATION

It was observed t at 4*F of customers preferred because of availability) 2(F for price) 1(F for family siIe , 2*F of customers for storage.

FREOUENC2 OF PURCHASE

70 60 50 40 30 20 10 0 15 DA#" T O &ONTH" PERCENTAGE

34

INTERPRETATION

It was observed t at (F of customers buy wit in t e 1(days) 32F of wit in t e 1 mont , E3F of customers buy t e air oil after t e 2mont . RETAIL SUR4E2 RESULTS

DABUR 4ATIKA

1. 3h)%h bra!-" #$ Ha)r O) -# y#& "t#%(V

3(

80 70 60 50 40 30 20 10 0 PERCENTAGE

$'()*+

,'((-),.+ ,'(-)/

INTERPRETATION

It was observed t at 3(F of total stoc- of air oil is dabur vati-a air oil

0.O&t #$ the"e, 'h)%h are the .#"t pre$erre-V

3E

50 45 40 35 30 25 20 15 10 5 0

PERCENTAGE

$'()*+

,'((-),.+ ,'(-)/

INTERPRETATION

It was observed t at 3(F of total customers mostly preferred t e dabur vati-a air oil.

=. A%%#r-)!/ t# y#& 'hat are the rea"#!" $#r %&"t#.er"7 pre$ere!%e"V

33

50 45 40 35 30 25 20 15 10 5 0

PERCENTAGE

0('/1 %+2'%32

'4')%'0)%)32

INTERPRETATION

It was observed t at t e reasons for preferred are brand loyalty (*F availability (F , price 2*F.

+. 3hat )" the pr#$) e #$ y#&r typ)%a %#!"&.erV 3<

50 45 40 35 30 25 20 15 10 5 0

PERCENTAGE

5)65 $)11%. %+7 )/*+$. )/*+$. )/*+$.

INTERPRETATION

It was observed t at 2*F from ig 9class income) (*F from middle class income group , 3*F from low income.

3G

1. 3hat "%he.e" are y#& #$$ere- by the %#.pa!)e"V

40 35 30 25 20 15 10 5 0 -()*. 092 +/. 1)8*+9/3 6.3 +/. +35.(8 PERCENTAGE

INTERPRETATION

It was observed t at sc emes t at are mostly provided by t e companies are price discount 4*F) buy one get one 3(F , ot ers are 2(F.

<*

:. 3hat "%he.e" -#e" a %#!"&.er pre$er .#"tV

60 50 40 30 20 10 0 -()*. 1)8*+9/3 +35.(8 PERCENTAGE

INTERPRETATION

It was observed t at sc emes t at are mostly preferred by t e customers are price discount E*F) buy one get one 2(F , ot ers are 1(F.

<1

E. A%%#r-)!/ t# y#&, -#e" )!-"t#re a-,ert)")!/ ha,e a! a$$e%t #! the %#!"&.er"7 pre$ere!%eV

60 50 40 30 20 10 0 PERCENTAGE

2.8

/+

INTERPRETATION

It was observed t at advertisings ave an affect on t e consumers" preference yes94*F and No E*F.

<2

*.D#e" a %ha!/e )! pr)%e a$$e%t the)r pre$ere!%e"

60 50 40 30 20 10 0 2.8 /+ PERCENTAGE

INTERPRETATION

It was observed t at price c anges mig t be affected t e sales by ((F.

<3

<4

CUSTOMER SUR4E2 RESULTS

DABUR CH2A3ANPRASH

A3ARNESS LE4EL

100 80 60 40 20 0 :ANDU BAID#ANATH

INTERPRETATION

PERCENTAGE

It 'a" #b"er,e- that 1;;> #$ the %&"t#.er" a rea-y a'ar- ab#&t the DABUR CH2A3ANPRASH

<(

PREFERRED BRAND

60 50 40 30 20 10 0 :ANDU BAID#ANATH PERCENTAGE

<E

INTERPRETATION

It 'a" #b"er,e- that :;> #$ the %&"t#.er" pre$erre- the DABUR CH2A3ANPRASH

SATISFACTION LE4EL

5 4 3 2 1 0
RATING(1-LO 5-HIGH!

:ANDU

BAID#ANATH

<3

INTERPRETATION

It 'a" #b"er,e- that the "at)"$a%t)#! e,e are h)/h #$ the %&"t#.er" ab#&t the DABUR CH2A3ANPRASH

REASONS FOR SELECTIN5 A PARTICULAR BRAND

INTERPRETATION

It 'a" #b"er,e- that :1> #$ the %&"t#.er" b&y $#r the p&rp#"e #$ hea th, 0;>#$ $#r bra!- #ya ty, 1;> #$ %&"t#.er" $#r pr)%e C 1> #$ %&"t#.er" $#r ta"te.

HO3 DID 2OU COME TO KNO3 ABOUT THIS BRANDV

<<

80 70 60 50 40 30 20 10 0 PERCENTAGE

TV

INTERNET

O&

PRINT

INTERPRETATION

It 'a" #b"er,e- that *;> #$ the %&"t#.er" a'ar- ab#&t the DABUR CH2A3ANPRASH thr#&/h T4, a!- #ther" thr#&/h .e-)a, )!ter!et et%.

UNA4AILABILIT2 OF PREFERRED BRAND

<G

40 35 30 25 20 15 10 5 0 PURCHA"E ANOTHER BRAND

PERCENTAGE

HATEVER O;;ERED B# RETAILER

INTERPRETATION

It 'a" #b"er,e- that +;> #$ the %&"t#.er" %#& - 'a)t )! %a"e #$ &!a,a) ab) )ty #$ DABUR CH2A3ANPRASH.

PREFERRED PACK SITE G*

50 40 30 20 10 0 PERCENTAGE

1 K6

500 6$

250 6$

INTERPRETATION

It 'a" #b"er,e- that 1;> #$ the %&"t#.er" pre$erre- 1;;. pa%(, =;> #$ %&"t#.er" pre$erre- 1(/ pa%( a!- 0;> #$ %&"t#.er" pre$erre- t# b&y 01;. pa%( #$ DABUR CH2A3ANPRASH

REASON TO SELECT PREFERRED PACK SITE

G1

40 35 30 25 20 15 10 5 0 AVAILABILIT# PRICE ;A&IL# "I:E "TORAGE PERCENTAGE

G2

INTERPRETATION

It was observed t at 2*F of customers preferred because of availability) 4*F for price) 2(F for family siIe , 1(F of customers for storage.

FREOUENC2 OF PURCHARE

60 50 40 30 20 10 0 ONE &ONTH T O &ONTH" "I< &ONTH" PERCENTAGE

INTERPRETATION

It was observed t at 3*F of customers buy wit in t e 1(days) ((F of wit in t e 1 mont , 1(F of customers buy t e air oil after t e 2mont .
G3

RETAILER SUR4E2 RESULTS

DABUR CH2A3ANPRASH

1. 3h)%h bra!-" #$ Chya'a!pra"h -# y#& "t#%(V

100 80 60 40 20 0 :ANDU HI&ANI BAID#ANATH DABUR PERCENTAGE

INTERPRETATION

It was observed t at G*F of total stoc- of CH2A3ANPRASH is dabur

G4

0.O&t #$ the"e, 'h)%h are the .#"t pre$erre-V

80 70 60 50 40 30 20 10 0 :ANDU HI&ANI BAID#ANATH DABUR RATING(1-LO 5-HIGH!

G(

INTERPRETATION

It was observed t at <*F of total customers mostly preferred t e DABUR

CH2A3ANPRASH

=. A%%#r-)!/ t# y#& 'hat are the rea"#!" $#r %&"t#.er"7 pre$ere!%e"V

60 50 40 30 20 10 0 0('/1 %+2'%32 -()*. '4')%'0)%)32 /+ (.'8+/ PERCENTAGE

INTERPRETATION

It 'a" #b"er,e- that 11> #$ the %&"t#.er" b&y $#r the p&rp#"e #$ bra!- #ya ty, =;> #$ %&"t#.er" $#r pr)%e C 1> #$ %&"t#.er" $#r a,a) ab) )ty.

+.3hat )" the pr#$) e #$ y#&r typ)%a %#!"&.erT

GE

70 60 50 40 30 20 10 0 5)65 )/*+$. $)11%. )/*+$. %+7 )/*+$. PERCENTAGE

G3

INTERPRETATION

It was observed t at 2*F from ig 9class income) E(F from middle class income group , 1(F from low income.

1.3hat "%he.e" are y#& #$$ere- by the %#.pa!)e"V

G<

60 50 40 30 20 10 0 -()*. 1)8*+9/3 092 +/. 6.3 +/. +35.(8 PERCENTAGE

INTERPRETATION

It was observed t at sc emes t at are mostly provided by t e companies are price discount ((F) buy one get one (F , ot ers are 4*F.

:.3hat "%he.e" -#e" a %#!"&.er pre$er .#"tV

GG

70 60 50 40 30 20 10 0 -()*. 1)8*+9/3 092 +/. 6.3 +/. +35.(8 PERCENTAGE

INTERPRETATION

It was observed t at sc emes t at are mostly preferred by t e customers are price discount 3*F) buy one get one 2*F , ot ers are 1*F.

E.A%%#r-)!/ t# y#&, -#e" )!-"t#re a-,ert)")!/ ha,e a! a$$e%t #! the %#!"&.er"7 pre$ere!%eV

70 60 50 40 30 20 10 0 2.8 /+ PERCENTAGE

INTERPRETATION 1**

It was observed t at advertisings ave an affect on t e consumers" preference yes9 3*F and No 3*F.

*.D#e" a %ha!/e )! pr)%e a$$e%t the)r pre$ere!%e"V

60 50 40 30 20 10 0 2.8 /+ PERCENTAGE

INTERPRETATION

It was observed t at price c anges mig t be affected t e sales by E*F.

1*1

S>O: 5N5=?SIS O! 450.' STREN5THS Str#!/ pre"e!%e )! 'e -e$)!e!)%he"? )(e ,a &e a--e- Ha)r O) a!Ay&r,e-a "pe%)a )t)e"@ C#re (!#' e-/e #$ Ay&r,e-a a" %#.pet)t),e a-,a!ta/e Str#!/ Bra!- I.a/e Pr#-&%t De,e #p.e!t Stre!/th Str#!/ D)"tr)b&t)#! Net'#r( EGte!"),e S&pp y Cha)! IT I!)t)at),e" R C D R a (ey "tre!/th 3EAKNESS Sea"#!a De.a!-? )(e %hya'a!pra"h )! ')!ter a!- 4at)(a !#t )! ')!ter@ L#' Pe!etrat)#!?Chya'a!pra"h@ H)/h pr)%e?4at)(a@ L).)te- -)$$ere!t)at)#! ?4at)(a@ U!bra!-e- p ayer" a%%#&!t $#r the 0I=r- #$ the t#ta .ar(et?4at)(a@

OPPORTUNITIES U!tappe- Mar(et?Chya'a!pra"h@ Mar(et De,e #p.e!t EGp#rt #pp#rt&!)t)e". I!!#,at)#! I!%rea")!/ )!%#.e e,e #$ the .)-- e % a"" Creat)!/ a--)t)#!a %#!"&.pt)#! patter!

THREATS EG)"t)!/ C#.pet)t)#!? )(e H).a!), ba)-ya!ath a!- Ta!-& $#r Dab&r Chya'a!pra"h a!- Mar)%#,Ke# Karp)!, HLL a!- Ba8a8 $#r 4at)(a Ha)r O) @ Ne' E!tra!t" Threat $r#. "&b"t)t&te" ? )(e Bry %rea. $#r 4at)(a ha)r #) @

1*2

Chapter ,
1. $onclusion , Suggestion

1*3

1.1 CONCLUSIONS
: e $ yawanpras $ yawanpras Industry is yet to capture t e beverage mar-et in full swing. Bac-ed

followed by 5mla) 5s wagand a) 6areeta-i) 4as mul) % rit and several.

Ot er erbs and erbal e2tracts. : e mar-et. : e consumer"s patriotic love for tea and coffee is unfired. $ yawanpras are yet to establis t eir supplement use in t e average ouse old ere in lays t e great opportunities. >it in t e mar-et) it is safe to conclude t at dabur as it off rat er well wit t e masses. 4abur as clearly lost it ead start advantage and t ereby ac1uiring just 3(F of t e mar-et s are w ile ot ers enjoy rest of t e mar-et s are. : is could be well attributed to dabur successful 5:5 &5vailability) :aste and 5ffordability+ mar-eting module) t e attributes most rated by t e consumers. =ac- of publicity as ampered t e growt progress of t e brand so aggressive advertising is needed to promote $ yawanpras and vati-a air oil brand .: e brands suc as t at of $ yawanpras by vednat ) $ yawanpras wit its Nsonaca ndi) N#inute9 made" and also .S food giantss4el #onte are ready to it t e $ yawanpras mar-et very soon.Cati-a air oil as no major competition e2cept 5ustralian Broduct :abasco. 5s a new product so people are not able to digest it yet 4abur is getting < crores from Cati-a air oil in w ic accounts for 4 crores) =emoneeI 1 $rore , ot ers 3 $rores. 5s t e strategies

of t e companies -eeps on c anging) be it in $ yawanpras industry) a company as to create perceptions and cover t em into realities. It is an e2pensive proposition re1uiring uge

e2penditure on advertising) sponsors ips and media. : us) t e ideal company will be t e one) w ic combines t e ig 9end tec nology wit consumer insig t. 5s 1EF of t e e2cise duty is e2empted on food products in t is budget) many food companies including 4abur got benefited from it. On t e analysis of survey it was found t at target #ar-et of $ yawanpras want 1uality benefit rat er t an Brice benefit) so it 1*4

is better to stress on 1uality rat er t an on decreasing price to increase sales and profit. :o increase mar-et s are 4abur s ould give slig t price benefit on 4abur brand so t at customers of ot er Juice brand s ould switc from ot er brand to 4abur brand. 5s vati-a air oil is a new product introduced by 4abur and as 4abur is getting e2cise benefit from t e %overnment so 4abur s ould pass slig t Brice benefit to t e target mar-et so t at target mar-et s ould use t e vati-a air oil and adopt it in ma-ing daily food t ereby

increasing t e mar-et s are of vati-a air oil.

1*(

1.0 S&//e"t)#!
!ocus on growing core brands across categories. 'eac ing out to new geograp ies) wit in and outside India. Improve operational efficiencies by leveraging tec nology. 0e t e preferred company to meet t e ealt and personal grooming needs of our target consumers wit safe) efficacious) natural solutions by synt esiIing t e deep -nowledge of ayurveda and erbs wit modern science. Brovide consumers wit innovative products wit in easy reac . Cati-a air care centre@ On t e lines of #arico"s Aaya S-in $linic) 4abur could start a venture called Cati-a air care centre) w ic would provide total air care solutions. It could ave air care e2perts to solve air problems. Services could include dandruff treatment) straig tening of air) treatment for split ends) etc. Bosition 4abur $ yawanpras as not more of a medicine but as somet ing) w ic is necessary for ealt . #ore initiatives li-e V 4abur -i 4eewarS to increase brand visibility. It is an initiative to occupy s elf space.

1*E

Chapter 4I
1.0ibliograp y

1*3

1.1 BIBLIO5RAPH2 0OOAS@

1. B ilip Aotlar) #ar-eting #anagement M 5nalysis Blanning , $ontrolM Brentice 6all) Gt ;dition 2. Sa2ena 'anjan) #ar-eting #anagementM :5:5 #cgraw 6ill) 4t ;dition) 2***. 3. 4r. '.=. Cars ney , 4r. S.=. %upta) #ar-eting #anagementM 5n Indian BerspectiveM Sultan $ and , Sons ;ducation Bublis ers) New 4el iM 2nbd ;d. 2**1. 4. $ravens , 6ills , >oodruff) #ar-eting #anagementM 5.I.I.0.S. Bublis ers , 4istributor) New 4el i) 4t ;d.) 2**3. (. %upta Santos ) 'esearc #et odology , Statistical :ec ni1ueM 4eep , 4eep Bublication) New 4el i) ;d. 2**2. E. C.S. 'amaswamy , S. Nama-umari) #ar-eting #anagementM #ac#illian India =td.) 2nd ;d. 3. 0atra 'ajeev , Jo n %. #yers , 4avid 5. 55A;'M Brentice 6all) (t ;d. 2**3. <. Aot ari $.'. 'esearc #et odologyM #et od , :ec ni1ues) >is wa Bra-as an) New 4el i) 2nd ;d.

3EBSITESD
1*<

333.Dab&r.%#.

Chapter 4II
1. 5ppendices

1*G

E.0 Appe!-)%e"
CONSUMER OUESTIONAIRRE- DABUR 4ATIKA HAIR OIL

Dear Re"p#!-e!t, Tha!(" $#r "par)!/ $e' .)!&te" t# $) th)" B&e"t)#!!a)re, 'h)%h ') he p &" t# "t&-y the %#!"&.er per%ept)#! $#r ha)r #) .A!y )!$#r.at)#! pr#,)-e- by y#& ') "tr)%t y be &"e$#r A%a-e.)% P&rp#"e. 1.3h)%h bra!-" #$ ha)r #) are y#& a'are #$V Para%h&te Ke# Karp)! N)har Ha)r A!- Care Dab&r 4at)(a

0.3h)%h bra!- #$ Ha)r O) -# y#& &"eV Para%h&te Ke# Karp)! N)har Ha)r A!- Care 11*

Dab&r 4at)(a

=.3here '#& - y#& rate y#&r bra!- #! a "%a e #$ 1 R 1 ?1 be)!/ h)/he"t@V 1 0 = + 1

+. 3hat are the pr).ary rea"#!" $#r 'h)%h y#& &"e th)" part)%& ar bra!-V N#! "t)%(y Bra!- L#ya ty Fra/ra!%e Pr)%e

1. H#' -)- y#& /et t# hear ab#&t th)" bra!-V T4 I!ter!et 3#r- #$ M#&th Pr)!t

:. I$ y#&r bra!- )" !#t a,a) ab e y#& '#& -V P&r%ha"e a!#ther bra!3a)t $#r )t t# be a,a) ab e 111

5# $#r a "&b"t)t&te B&y 'hat )" #$$ere- by the reta) er

E. 3h)%h pa%( ")He -# y#& pre$erV E1 . 11; . =;; .

*. O! 'hat para.eter" -# y#& %h##"e th)" pa%( ")HeV A,a) ab) )ty Pr)%e Fa.) y ")He St#ra/e

F. H#' #$te! -# y#& b&yV O!%e )! 11 -ay" O!%e a .#!th O!%e )! t'# .#!th"

1;. Are y#& "at)"$)e- ')th y#&r bra!-V 2e" N#

112

Per"#!a I!$#r.at)#!D A/eD L#%at)#!D I!%#.e ?per .#!th@D ?1@ R". 1,;;; R R". 1;,;;; ?=@ R". =;,;;; R R". 1;,;;; ?0@ R". 1;,;;; R R". =;,;;; ?+@ Ab#,e R". 1;,;;

RETAILER OUESTIONNAIRE-DABUR 4ATIKA HAIR OIL

Dear Re"p#!-e!t, Tha!(" $#r "par)!/ $e' .)!&te" t# $) th)" B&e"t)#!!a)re, 'h)%h ') he p &" t# "t&-y the %#!"&.er per%ept)#! $#r the Ha)r O) %ate/#ry that 'e ha,e %h#"e! t# "t&-y. A!y )!$#r.at)#! pr#,)-e- by y#& ') p&re y a!- "tr)%t y be &"e- $#r A%a-e.)% P&rp#"e #! y. 1. 3h)%h bra!-" #$ Ha)r O) -# y#& "t#%(V Mar)%# HLL Ke# Karp)! Dab&r 4at)(a

0. O&t #$ the"e, 'h)%h are the .#"t pre$erre-V Mar)%# 113

HLL Ke# Karp)! Dab&r 4at)(a

=. A%%#r-)!/ t# y#& 'hat are the rea"#!" $#r %&"t#.er"7 pre$ere!%e"V Bra!- #ya ty Pr)%e A,a) ab) )ty N# rea"#!

+. 3hat )" the pr#$) e #$ y#&r typ)%a %#!"&.erV H)/h )!%#.e M)-- e )!%#.e L#' )!%#.e

1.3hat "%he.e" are y#& #$$ere- by the %#.pa!)e"V Pr)%e -)"%#&!t" B&y #!e /et #!e $ree Other"

:. 3hat "%he.e" -#e" a %#!"&.er pre$er .#"tV Pr)%e -)"%#&!t" B&y #!e /et #!e $ree Other" 114

E. A%%#r-)!/ t# y#&, -#e" )!-"t#re a-,ert)")!/ ha,e a! a$$e%t #! the %#!"&.er"7 pre$ere!%eV 2e" N#

*. D#e" a %ha!/e )! pr)%e a$$e%t the)r pre$ere!%e"V 2e" N#

Per"#!a I!$#r.at)#!D L#%at)#! #$ "t#reD

CONSUMER OUESTIONAIRRE-DABUR CH2A3ANPRASH Dear Re"p#!-e!t, Tha!(" $#r "par)!/ $e' .)!&te" t# $) th)" B&e"t)#!!a)re, 'h)%h ') he p &" t# "t&-y the %#!"&.er per%ept)#! $#r %ha'a!pra"h. A!y )!$#r.at)#! pr#,)-e- by y#& ') "tr)%t y be &"e- $#r A%a-e.)% P&rp#"e. 1. 3h)%h bra!-" #$ Cha'a!pra"h are y#& a'are #$V Ta!-& H).a!) Ba)-ya!ath Dab&r

11(

0. 3h)%h bra!- #$ Cha'a!pra"h -# y#& &"eV Ta!-& H).a!) Ba)-ya!ath Dab&r

=. 3here '#& - y#& rate y#&r bra!- #! a "%a e #$ 1 R 1 ?1 be)!/ h)/he"t@V 1 0 = +

+. 3hat are the pr).ary rea"#!" $#r 'h)%h y#& &"e th)" part)%& ar bra!-V Hea th Bra!- L#ya ty Ta"te Pr)%e

1. H#' -)- y#& /et t# hear ab#&t th)" bra!-V T4 I!ter!et 3#r- #$ M#&th Pr)!t

:. I$ y#&r bra!- )" !#t a,a) ab e y#& '#& -V P&r%ha"e a!#ther bra!3a)t $#r )t t# be a,a) ab e 11E

5# $#r a "&b"t)t&te B&y 'hat )" #$$ere- by the reta) er

E. 3h)%h pa%( ")He -# y#& pre$erV 1 (/ 1;; /. 01; /.

*. O! 'hat para.eter" -# y#& %h##"e th)" pa%( ")HeV A,a) ab) )ty Pr)%e Fa.) y ")He St#ra/e

F. H#' #$te! -# y#& b&yV O!%e a .#!th O!%e )! t'# .#!th" O!%e )! ")G .#!th"

1;. Are y#& "at)"$)e- ')th y#&r bra!-V 2e" N#

Per"#!a I!$#r.at)#!D 113

A/eD L#%at)#!D I!%#.e ?per .#!th@D ?1@ R". 1,;;; R R". 1;,;;; ?0@ R". 1;,;;; R R". =;,;;;

?=@ R". =;,;;; R R". 1;,;;; ?+@ Ab#,e R". 1;,;;;

RETAILER OUESTIONNAIRE-DABUR CH2A3ANPRASH

Dear Re"p#!-e!t, Tha!(" $#r "par)!/ $e' .)!&te" t# $) th)" B&e"t)#!!a)re, 'h)%h ') he p &" t# "t&-y the %#!"&.er per%ept)#! $#r the Chya'a!pra"h %ate/#ry that 'e ha,e %h#"e! t# "t&-y.

A!y )!$#r.at)#! pr#,)-e- by y#& ') p&re y a!- "tr)%t y be &"e- $#r A%a-e.)% P&rp#"e #! y.

1.3h)%h bra!-" #$ Chya'a!pra"h -# y#& "t#%(V Ta!-& H).a!) Ba)-ya!ath Dab&r 11<

0. O&t #$ the"e, 'h)%h are the .#"t pre$erre-V Ta!-& H).a!) Ba)-ya!ath Dab&r

=. A%%#r-)!/ t# y#& 'hat are the rea"#!" $#r %&"t#.er"7 pre$ere!%e"V Bra!- #ya ty Pr)%e A,a) ab) )ty N# rea"#!

+. 3hat )" the pr#$) e #$ y#&r typ)%a %#!"&.erV H)/h )!%#.e M)-- e )!%#.e L#' )!%#.e

1. 3hat "%he.e" are y#& #$$ere- by the %#.pa!)e"V Pr)%e -)"%#&!t" B&y #!e /et #!e $ree Other"

:. 3hat "%he.e" -#e" a %#!"&.er pre$er .#"tV Pr)%e -)"%#&!t" B&y #!e /et #!e $ree 11G

Other"

E. A%%#r-)!/ t# y#&, -#e" )!-"t#re a-,ert)")!/ ha,e a! a$$e%t #! the %#!"&.er"7 pre$ere!%eV 2e" N#

*. D#e" a %ha!/e )! pr)%e a$$e%t the)r pre$ere!%e"V 2e" N#

Per"#!a I!$#r.at)#! DL#%at)#! #$ "t#reD

12*

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