A

MINI PROJECT REPORT

Submitted by
HIMANSHU KASHYAP

<Register Number>

Under the guidance of

Miss. Nehal Jain

in partial fulfilment of the requirements for the award of the Degree of

MASTER OF BUSINESS
ADMINISTRATION
of
A P J Abdul Kalam Technological University

(Institute Emblem)

(Disha Bharti College of Management and Education)

(2020-21)
 ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual.

is an amalgamation of the efforts, ideas and co-operation of a number of enti
compilation and presentation of this pustule has bestowed me with an opportunity
my gratitude to those subservient to it.

I am highly indebted to my guide ……….. Who has been the

of this effort? Their guidelines made me comprehend the enigmatical portion of th
and were the sole animating force that coerced me to meliorate my efforts wi
support and guidance the project report would not have taken shape.

Himanshu

2
 DECLARATION

I hereby declare that I have worked on the topic “Marketing Strategy of Dabur

Chaywanprash” for the fulfillment of my M.B.A. (Master of Business

Administration).

All information in this report is true representation of what I have experienced during

the project.

JYOTI JAIN

3
 EXECUTIVE SUMMARY

This report aims at analysing and reporting on the marketing strategies of Dab

Ltd (DIL) for the brand Dabur Chyawanprash. Pioneering role that it has played

evolution of the categories it has a presence in. Dabur Chyawanprash is the leade

Chyawanprash category and enjoys a market share of 61 per cent. In 50s Dabur pione

concept of branded Chyawanprash and since has invested heavily in product devel

clinical studies and consumer awareness. The product is essentially a health supplement.

This report is not aiming at the overall marketing mix or the marketing strategy o

India Ltd, but is an attempt to analyse the marketing mix of Dabur Chyawanprash.

The report also enlists various recommendations based on BCG Growth Share M

analysis, Ansoff’s Product Matrix Expansion Grid, SWOT Analysis etc. This analysi

been done on the basis of the information gathered from the company website and

online resources and books and articles.

4
 CONTENTS

Pa
Particulars
ge No.

1. OBJECTIVE OF THE STUDY

2. OVERVIEW OF FMCG SECTOR IN INDIA

3. ABOUT DABUR

 PRODUCT LINE

 SWOT ANALYSIS OF DABUR

4. THE MARKETING MIX AND SELLING PROCESS

5. THE MARKETING MIX

6. RESEARCH METHODOLOGY

7. DATA ANALYSIS

8. CONCLUSIONS

9. RECOMMENDATIONS

10. BIBLIOGRAPHY

11. QUESTIONNAIRE

5
 OBJECTIVE OF THE STUDY
Following are the major objective of study:-

To Introduce the Powder form of Dabur Chawanprash.

IMPORTANCE OF THE STUDY

Being student of MBA it is very essential for me to have a practical knowledge in an orga

Only to study business administration course knowledge is not the solution of the problems, wh

in practical field. There is a certain formula for any particular problem, but the aim of this st

develop the ability of decision making. A right decision at right time and right place itself

organization to run smoothly.

This study gives an idea of all marketing activities. So the way a problem is solved right

making and knowledge of different types of making activities give much importance to the stud

in two month training it was not possible to understand it so deeply, but an overall idea could be

developed.

6
 OVERVIEW OF FMCG SECTOR IN INDIA

The Indian FMCG sector is the fourth largest sector in

the economy with a total market size in excess of US$
13.1 billion. It has a strong MNC presence and is
characterised by a well-established distribution network,
intense competition between the organised and unorganised
segments and low operational cost. Availability of key raw
materials, cheaper labour costs and presence across the
entire value chain gives India a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion
in 2015. Penetration level as well as per capita consumption in most product categories
like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped
market potential. Burgeoning Indian population, particularly the middle class and the
rural segments, presents an opportunity to makers of branded products to convert
consumers to branded products. Growth is also likely to come from consumer
'upgrading' in the matured product categories. With 200 million people expected to shift
to processed and packaged food by 2010, India needs around US$ 28 billion of
investment in the food-processing industry.

India is one of the largest emerging markets, with a population of over one billion.
India is one of the largest economies in the world in terms of purchasing power and has
a strong middle class base of 300 million. Around 70 per cent of the total households in
India (188 million) resides in the rural areas. The total number of rural households are
expected to rise from 135 million in 2001-02 to 153 million in 2009-10. This presents
the largest potential market in the world. The annual size of the rural FMCG market
was estimated at around US$ 10.5 billion in 2001-02. With growing incomes at both
the rural and the urban level, the market potential is expected to expand further.

7
 COMPANY OVERVIEW

Over its 120 years of existence, the Dabur brand has stood for goodness
through a natural lifestyle. An umbrella name for a variety of products,
ranging from hair care to honey, Dabur has consistently ranked among
India’s top brands. Its brands are built on the foundation of trust that a
Dabur offering will never cause one harm.

The trust levels that this brand enjoys are phenomenally high. While Ries
and Trout may ask “What does Dabur stand for—shampoo or digestive
tablets?” The answer is fairly simple, it stands for India’s fourth largest
fast moving consumer goods company that both consumers and trade
respect and trust unequivocally, and which has an annual turnover of over
Rs 100 billion.

The company has kept an eye on new generations of customers with a

range of products that cater to a modern lifestyle, while managing not to
alienate earlier generations of loyal customers.

Dabur is an investor friendly brand as its financial performance shows.

There is an abundance of information for its investors and prospective
information including a daily update on the share price (something that
very few Indian brands do). There’s a great sense of responsibility for
investors’ funds on view. This is a direct extension of Dabur’s philosophy
of taking care of its constituents and it adds to the sense of trust for the
brand overall.

8
 Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status. Our story of
success is based on dedication to nature, corporate and process hygiene,
dynamic leadership and commitment to our partners and stakeholders. The
results of our policies and initiatives speak for themselves.

• Leading consumer goods company in India with a turnover of Rs.8,704 Crore

(FY 2019-20)

• Manufacturing presence in top 12 countries

• 22 Subsidiary Group companies.

• 3403 Super Stockists and Distributors in all over the world.

• 12599 Sub Stockists globally.

• 26 C & F Agents as on March 31, 2020.

• 28 Warehouse across India

• Products marketed in over 100+ countries.

• Rs 1445 Crore Net Profit in FY 2019-20

• 20.6% Operating Margin in FY 2019-20

• Over 7740 emplyees work Globally

9
 Dabur Company History
1884 Birth of Dabur

1896 Setting up a manufacturing plant

Early
Ayurvedic medicines
1900s

1919 Establishment of research laboratories

1920 Expand further

1936 Dabur India(Dr. S.K. Burman) Pvt Ltd.

1972 Shift to Delhi

Sahibabad factory / Dabur Research &

1979
Development Centre (DRDC)

1986 Public Limited Company

1992 Joint Venture with agrolimen of Spain

1993 Cancer treatment

1994 Public Issue

1995 Joint Venture

1996 3 Separate Divisions

1997 Foods Division/Project STARS

1998 Professionals to manage the Company

Dabur India Ltd. Turnover Crosses the

2000
Rs. 1000 Crore Mark.

2003 Dabur Demerges Pharma Business

10
2005 Dabur Acquires Balsara

2005 Dabur Announces Bonus after 12 years

Dabur Crosses $2bn Market Cap,

2006
Adopts US GAAP

Approves FCCB/GDR/ADR up to $200

2006
Million

2007 Celebrating 10 Years of Real

2007 Foray into Organised retail

2007 Dabur Foods Merged with Dabur India

2008 Acquires Fem Care Pharma

Dabur Red Paste Join ‘Billion Rupee

2009
Brand’club

Dabur makes its first Overseas

2010
Acquistion

Dabur enters professional skin care

2011
market

Dabur india acquires 30Plus from

2011
Ajanta Pharma

Dabur crosses Billion Dollar Turnover

2012
Mark

Market Capitalisation Crosses the $5

2013
Billion Mark.

Brand real, Vatika and Amla Cross the

2015
Rs 1000 Crore turnover mark.

2016 Dabur Gulabari and Dabur Lal Dant

Manjan clock a turnover of Rs 100

11
Crore each.

12
Founding Thoughts

"What is that life worth which cannot bring comfort to others"

The doorstep 'Daktar'

The story of Dabur began with a small, but visionary endeavour by Dr. S. K. B
a physician tucked away in Bengal. His mission was to provide effect
affordable cure for ordinary people in far-flung villages. With missionary z
fervour, Dr. Burman undertook the task of preparing natural cures for th
diseases of those days, like cholera, malaria and plague.
Soon the news of his medicines traveled, and he came to be known as the
'Daktar' or Doctor who came up with e
cures. And that is how his venture Dabu
name - derived from the Devanagri rend
Daktar Burman. Dr. Burman set up Dabur
to produce and the Mission continues.
Ayurvedic medicines. Reaching out to a wi
of people who had no access to proper tre
Dr. S. K. Burman's commitment and c
efforts resulted in the company growing from a fledgling medicine manufactu
small Calcutta house, to a household name that at once evokes trust and reliabil

13
 Dabur - Vision & Mission
Vision
"Dedicated to the health & well being of every household"
Principles

Ownership
This is our company. We accept personal responsibility, and
accountability to meet business needs.

Passion For Winning

We all are leaders in our area of responsibility, with a deep
commitment to deliver results. We are determined to be the best at
doing what matters most.

People Development
People are our most important asset. We add value through result
driven training, and we encourage & reward excellence.

Consumer Focus
We have superior understanding of consumer needs and develop
products to fulfill them better.

Team Work
We work together on the principle of mutual trust & transparency
in a boundary-less organization. We are intellectually honest in
advocating proposals, including recognizing risks.

Innovation
Continuous innovation in products & processes is the basis of our
success.

Integrity
We are committed to the achievement of business success with
integrity. We are honest with consumers, with business partners
and with each other.

14
Good corporate governance and transparency in actions of the management is key to a stro
of trust with the Company’s stakeholders. Dabur understands the importance o
governance and has constantly avoided an arbitrary decision-making process. Our in
towards this end include:

 Professionalisation of the board

 Lean and active Board(reduced from 16 to 10 members)

 Less number of promoters on the Board

 More professionals and independent Directors for better management

 Governed through Board committees for Audit, Remuneration,

Shareholder Grievances, Compensation and Nominations

 Meets all Corporate Governance Code requirements of SEBI

When our Founder Dr. S. K. Burman first established Dabur, he had a vision that saw beyond t
motive. In his words, "What is that life worth which cannot bring comfort to others." This i
humane and equitable society led to initiatives taken to give back some part of what D
gained from the community.

Our major initiatives in the Social sector include:

 Establishment of the Sustainable Development Society, or Sundesh, in 1993 - a n

organisation to promote research and welfare activities in rural areas;

 Promoting health and hygiene amongst the underpriviledged through the Chunni Lal Medic
and

 Organising the Plant for Life programme for schoolchildren - to create environmental aw
amongst young minds.

15
 Our commitment to Environment

Ancient wisdom of conservation

From times immemorial, Indian sages and men of wisdom have understood
and appreciated the value of nature and its conservation. Our ancestors recognised
that if we grabbed from nature beyond what was healthy, it would lead to all
round degradation, and even the extinction of humanity. That is why nature was
sanctified and worshipped in the form of gods and goddesses.

Dabur upholds the tradition

Today, we at Dabur also value nature's bounty. Without the fruits of nature,
the vision of Dabur would never have been fulfilled. And that is the reason for our
unfailing commitment to ecological conservation and regeneration. We would like
to follow the principles of our ancient texts, which say:
"Dehi me dadami te" - "you give me, and I give you".

Back to Nature
Rare herbs and medicinal plants are our most valuable resource, from which
all our products are derived. Due to overexploitation of these resources and
unsustainable practices, these plants and herbs are fast reaching the point of
extinction. In view of this critical situation, Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plant
species.

Plants for Life

We have set up the "Plants for Life" project in the mountainous regions of the
Himalayas. Under the project, a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants. Fully computer-
controlled and monitored, this greenhouse maintains the highly critical
environmental parameters required for their survival. We are also developing
quality saplings of more than 20 herbs, 8 of them endangered, through micro
propagation.
16
 In addition, satellite nurseries spread across mountain villages and contract cultiv
medicinal herbs helps in maintaining the ecological balance. These measures have also
provide local cultivators the scientific knowledge for harvesting herbs and a steady s
income. So that they are not forced to exploit the environment to earn a livelihood.

Living a Green Heritage

These are significant steps that can contribute to a better world for coming generat
whom we would like to bequeath a world not bereft of nature. But full of flowering and frui
trees, animals, birds and humans living in good health and complete harmony.

17
Address:-
Corporate Office
Dabur India Limited
Kaushmbi
Ghaziabad-201010
Uttar Pradesh, India.
Tel:- +91(0120) 3962100, 39412525,
4182100

Registered Office:-
8/3 Asaf Ali Road
New Delhi- 110 002
Tel:- +91(011) 23253488

18
 JAMM
SAHIBAB U
AD BADDI

Our products World Wide

ALWA PANTNAG
R AR
We have spread ourselves wide and deep to be in close touch with our overseas consumers.
NEW
AI A. Offices and representatives in Europe, America and Africa ;
Ahmedabad Hyderabad
PITHAMP A/402, Ganesh Plaza 5-9-1107, 9&10, King Koti Road
4th Floor, Near Navrang Pur Anand Towers, Basheerbagh
UR P. O. Navrang Pur Opposite Shergate
Ahmedabad Hyderabad – 500 029
Tel: +91 (079) 40022104  TEZPU Andhra Pradesh
Telefax: +91 (079) 26442725 R Tel: +91 (040)  46419700 
Email: daburamd@satyam.net.in Fax: +91 (040) 23230587
Bangalore Indore
N-250/450/9, C/o: Zuby Forwarding Corporation Dabur India Ltd.
Devathy Geramanahalli 506, 5th Floor, Industry House
SILV P. O. Depanjali Nagar A. B. Road, Indore ? 452 004
ASA Quality Biscuit Factory Madhya Pradesh
Mysore Road, Bangalore – 560 039 Tel: +91 (0731) 4010350-1-2 
Karnataka State
Tel: 080-41480494-3  NARENDRA Telefax: +91 (0731) 5021947
NASI Fax: +91 (080) 5091100 KATNI PUR
K Email: brhugar@bgl.vsnl.net.in

Kolkata Jaipur
Dabur House Rajshree Apartment
142, Rashbehari Avenue Plot No. 445, Gali No.4
Calcutta – 700 029 Rajapark, Jaipur – 302 044
Tel: +91 (033) 24491647, 24496571, 24646443, Rajashthan
24631258, 24631255 Tel: +91 (0141) 2263262, 2263322,
24663386, 39412525 2231668, 2624797, 2623696 
Fax: +91 (033) 24662345 Fax: +91 (0141) 2620027

Chandigarh Kochi
SCO 44-45, Sector 9-D, Etturuthil House
Madhya Marg, Chandigarh – 160 017 Pawar House Road
Tel: +91 (0172) 2743069 Kochi – 682 018
Fax: +91 (0172) 2741053 Kerala
Tel: +91 (0484) 42534082

Chennai Mumbai
No.6, Appa kannu Street Balsara House
Royapta 6000 43, Nagindas Master Road,
Chennai-600014 Fort, 
Tamilnadu Mumbai - 400 001 
Tel: +91 (044) 24672440 Tel: +91 (022) 39412525, 49213838
Fax: +91 (044) 28115447
Delhi Patna
No-10, Rouse Avenue  C/o: Sarraf 
Punjabi Bhawan  Kanti Shri, Kumhrar Sandal Pur Road
New Delhi 110002 Patna-800 006, Bihar
Tel: +91 (011) 42786000 Tel: +91 (0612) 2218021-31
Email: daburpat@dte.vsnl.net.in
19
Guwahati Raipur
C/O Sadana Warehousing & Agencies (P) Ltd Aggrawal Warehousing Corporation
G.S.Road, Rukmani Gaon, C/o: Shree Enterprises Ring
Guwahati – 781 022 Road No. 1 - Raipur – 492 001
Chhattisgarh
Tel: +91 (0771) 16001500
 B. A special herbal health care and personal care range successfully selling in markets
of the Middle East, Far East and several European countries.

20
PRODUCT LINE

Foods
• Real Juices

• Real Activ 100% Juices

• Real Activ Coconut Water

• Real FrutORS

• Real Activ 100% Tender Coconut Water

• Real Activ Low Calorie Range

Health Care

Baby Care
• Dabur Lal Tail
• Dabur Gripe Water
• Dabur Janma Ghunti
• Dabur Badam oil
• Dabur Baby Massage Oil

Health Supplements
• Dabur Chyawanprash
• Dabur Glucose D
• Dabur Honey
• Dabur Immunity Kit
• Dabur Himalayan Organic Apple Cider Vinegar
Digestives
• Hajmola
• Hajmola Candy
• Hajmola Pudin Hara
• Pudin Hara (Liquid and Pearls)
• Pudin Sat isabgol
• Dabur Nature Care Double Action
• Dabur Nature Care Regular.

21
Women's Health
 Dabur Dashmularishta

 Dabur Active Blood Purifier

 Dabur Ashokarishta

Personal Care

Hair Care Oil

• Amla Hair Oil

• Vatika Enriched Coconut Hair Oil
• Dabur Almond Hair Oil
• Dabur Brahmi Amla Kesh Tel

Hair Care Shampoo

• Dabur Almond Shampoo
• Vatika Health Shampoo
• Vatika Anti Dandruff Shampoo
• Anmol Black Shine Shampoo
• Vatika Select Coconut Milk Extract
• Vatika Select Moroccan Argan Oil
Oral Care
• Dabur Red Paste
• Dabur Meswak
• Babool Toothpaste
• Dabur Lal Dant Manjan
• Dabur Dant Rakshak

Skin Care
• Gulabari
• Vatika Fairness Face Pack
• Dabur Naturals Gold Bleach
• Oxy Bleach
• Moisturising Lotion

22
 THE MARKETING MIX
AND
SELLING PROCESS

A. COMPETITOR ANALYSIS
The key competitor’s of Dabur in the Chyawanprash segment are Baidyanath, Zandu and
which together with Dabur have about 85% of India's domestic market.

Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of FMC
established in 1884, and had grown to a business level in 2003 of about 650 million dollars
though only a fraction of that is involved with Ayurvedic medicine. Dabur Chyawanprash (herb
has a market share of 61%.

We have tried to analyse the competition for Dabur in the Chyawanprash segment as follows:

23
 Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in 1917
in Calcutta, and specializes in Ayurvedic medicines, though it has recently expanded
into the FMCG sector with cosmetic and hair care products; one of its international
products is Shikakai (soap pod) Shampoo.Its Chyawanprash has a market share of 10%.

Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named after an

18th- century Ayurvedic. The company focuses primarily on Ayurvedic products (in
1930, pharmaceuticals were added, but the pharmaceutical division was separated off
about 30 years later ).

The Himani Group , founded in 1974, provides a diverse range of products, doing
110 million dollars of business annually, though only a portion is involved with
Ayurvedic products, through its Himani line; the company is mainly involved with
toiletries and cosmetics, but also provides Chyawanprash and other health products.Its
market share is 12%.

24
 STP ANALYSIS OF DABUR CHYAWANPRASH

SEGMENTATION

Dabur Chyawanprash is the market leader in the Chyawanprash segment. It comes und
category of health supplements. The segments that it considers are growing kids, compet
youth, ever busy housewives and the aged.

For the growing kids: In today's competitive environment, the children are under high
pressure to excel.

For the competitive youth: Modern life keeps the youth busy and demands them to be
and efficient.

For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder all
responsibilities.

For the aged: Old age weakens a person physically and mentally.

After segmenting the population into these categories it aims to keep them fit and heal

25
 TARGETING

Traditionally, chyawanprash was supposed to be a health supplement

for the aged and kids. Dabur Chyawanprash (DCP) is now targeting
adults, housewives, youth and kids .This it is trying to achieve through
its promotion activities by making Amitabh Bacchan and Vivek Oberoi
do the endorsement act. Amitabh has been projected as a user of
Chyawanprash attempting to establish the relevance of DCP amongst the
adults in today’s demanding lifestyle. Vivek, who represents an urban
ambitious non-user with a mindset that Chyawanprash is not for him,
meets his moment of truth when outperformed by a young Chyawanprash
user, thus reaching out to kids. His final conversion from a non-user to a
Chyawanprash user connects with the Youth. These two ads compliment
each other and connect very well with the targeted consumers
POSITIONING

"Andar se strong”: Dabur chyawanprash has the tag line "Andar se

strong” By using a natural language instead of scientific language it is able to connect
with the consumers and is able to achieve a better positioning in the minds of the Indian
health conscious consumer. A category like Chyawanprash for instance needs to
understand that in employing the category language it loses any chance of expressing
its own benefit distinctively.

Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in

stimulating immune system, relieving stress, improving stamina, fighting aging
through anti-oxidant property, improving lung function, fighting respiratory infections
& building resistance to disease. The brand conveys this health conscious holistic view
of the product.

Brand Trust: Over 100 years of Dabur’s experience in Ayurveda ensures

26
 selection, processing and quality control of right herbs along with scientific and clinical
studies – makes DCP a trustworthy offering for consumers. Consumers view DCP as a product
by a trusted brand and therefore do not need to think twice before making a purchasing
decision.

MARKETING MIX OF DABUR CHYAWANPRASH

Dabur Chyawanprash is the market leader in the chyawanprash segme

has achieved this with its innovative product offering, pricing strategy
availability and promotion campaigns. In the marketing mix of Dab
shall be discussing the 4 Ps of marketing mix with respect to
Chyawanprash.

The mix shall be analyzed as followed:

• Product
• Price
• Place
• Promotion

27
Product Price Promotion Place

• Product • List Price • Advertising & • Channels

Variety • Discount Promotion • Location
• Quality • Financing • Public Relations • Inventory
• Design Schemes • Sponsorships
• Features • Credit Terms • Internet
• Brand Marketing
Names
• Services

28
 PRODUCT

Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market sh
per cent. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested
in product development, clinical studies and consumer awareness. The product is essentially
supplement.

Known as the “elixir of life”, Chyawanprash has (clinically) proven benefits in maintaining
body functioning. The principal ingredient Amla ( Indian Gooseberry) acts as an anti-oxi
immuno-stimulant. Dabur Chyawanprash helps in stimulating immune system, relievin
improving stamina, fighting aging through anti-oxidant property, improving lung function,
respiratory infections & building resistance to disease. It is these properties that mak
Chyawanprash a preferred choice for its users.

Ingredients of Dabur Chyawanprash

• Vishwast
Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several other herbs and herbal ext

• Special
Vishwast fortified with additional health beneficial herbs like Keshar, Akarkara etc.
Packaging:

The figure above shows the evolution of the packaging of Dabur

Chyawanprash.
Dabur continuously innovates the package and branding of its chayawanprash. It l
Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded Chyawanprash i
Later Dabur came out with its new packet of Chyawanprash with Amitabh Bachchan as the
ambassador. It also received “Brand Relaunch of the Year “award from IMA.

Available in:

29
 Dabur Chyawanprash is available in three sizes to cater to the needs of different types
of people.

1. One kilogram pack

2. 500 gram pack
3. 250 gram pack

PRICE

The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses

second degree price discrimination i.e more the quantity, lower the price.

1kg Rs.195.00 500gms Rs.110.00

250gms Rs. 62.00 PRICE/QUALITY MATRIX

Price→

Quality High Middle Low

↓
Luxury Ideal For Premiere
Segment Penetration Offering
High
DABUR
CHYAWANPRASH

Overpriced Average Real

Middle Bargain

Make The Unhappy Cheap

Low Sale and Customers Goods
Run

30
 PLACE
Dabur has a very wide distribution of its products through 1.6 million retail outlets
and 50 C & F agents all over India who distribute products to the retailers. A
distribution of C & F agents and manufacturing locations is given below.

Dabur’s distribution network extends beyond India in the following countries as well:

Distribution Network

• Central, North & South America

• Australia

• Asia

• Middle East

• North & South Africa

• East & West Europe

PROMOTION
31
 The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities.

Advertising

Nothing can happen without establishing the brand’s heritage

emphasizing technological prowess, explaining benefits and building
bonds with prospective buyers. Ads are necessary because the images are
still mouldable and fluid and the consumer’s sophistication level is low.
Dabur chyawanprash is advertised on print media as well as on television.

The company has launched two ads, one each with Amitabh and Vivek,
in national electronic media followed by a series of print media campaign
directed towards creating awareness to educate people about the holistic
benefits of Chyawanprash. The ads have been created by McCann Ericsson
and the company would be spending close to Rs 10 crore in promotional
campaign this year. The ads would also be translated in Bengali. These
advertisements are supposed to target the old and the younger generation
respectively
The company has launched a new ad with Akshay Kumar .

The Marketing Mix

Product Place

32
 Target
Market

Price Promotion

The firm attempts to generate a positive response in the target market by

blending these four marketing mix variables in an optimal manner.

33
 A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions, including a list

of some of the aspects of each of the 4Ps.

Summary of Marketing Mix Decisions

Product Price Place Promotion

Functionality List price Channel members Advertising

Appearance Discounts Channel motivation Personal selling

Quality Allowances Market coverage Public relations

Packaging Financing Locations Message

Brand Leasing options Logistics Media

Warranty Service levels Budget

Service/Support

DABUR FOODS SELLING PROCESS

 Dabur food process of selling starts from stockiest.

 C&FA dose not have any process to play in the process of selling of
dabur foods products. They are just Clearing & Forwarding Agents they store
the manufacturing products and then supply it to stockiest.

 Stockiest pay the money to dabur foods through demand draft.

 Stockiest further sells the products to retailers.

 Retailer finally sells the products to consumers.

34
 MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance: Dabur tries to make its products appear very attractive.

Quality: Quality of the product is really unmatchable as it is tested number of tim

its products are processed using very advanced machinery and technology.

Packaging: Dabur products packaging is done in such a way that its juices does

expired before 6 months inspite of perishable products.

Brand: Dabur itself is a very reputed and well known brand in the market and its

juice is also known all over India.

Warranty: Dabur as such does not gives any warranty but if there is any problem

products before expiry then they replace the product.

Service/Support: Dabur foods provide full support to its stockiest, retailers and

consumers, what so ever the problem.

Price

35
 List price: Dabur decide its price according to its competitors and the

price structure is different for retailers and stockiest.

Discounts: There are different discounts for retailers, stockiest and

consumer from time to time.

Allowances: Special allowances are gicen to stockiest sales man if he

acives his targets.

Place
Channel members: Channel members or business partners of dabur are

its stockiest, retailers.

Channel motivation: Channel motivation for dabur is pull and push

strategy.

Market coverage: Dabur Foods has a distribution network that covers

175 towns and 75 thousand retail outlets making its product available to

the consumers across the country at ease.

Locations: Dabur foods try to cover or tries to place its products in each

and every shop and every location.

36
Promotion

Advertising: Dabur products are advertised through television, newspapers,

magazine etc.

Personal selling: Dabur hardly do any personal selling except in tent shows and

road shows. Same for less & more for same

Media: Media of promotion is TV, Radio, newspapers, magazine.

Budget: Budget is decided by finance team for different strategic business unit.

37
 Critique of selling
In theory, the purpose of selling is to help a customer realize his or her goals

in an economic fashion. However, in reality this is not always the case.

Customers can be influenced to purchase a product or service that initially was

not of interest to them. Some salespeople are trained in the art of selling

customers things they don't need.

Take for example the purchasing of a car: a consumer may have a set of cars

in mind (called an evoked set) that she feels match her needs, wants and

budget. She may seek the advice of a salesperson given that a salesperson can

help her realize the right car given those criteria. This can be a socially useful

function; salespeople have specialized knowledge of products that can help

consumers make an informed decision. However, a salesperson may also talk a

consumer into purchasing a more expensive or perhaps larger car then she

needs or can afford. In this context, the salesperson may have usefully helped

the customer re-evaluate her needs, thereby establishing a new set of

appropriate choices among which included the newer or large car. This again

would be a helpful and useful service provided by the salesperson. However, it

is sometimes the case that customers purchase a product or service that was not

initially intended and remains an inappropriate purchase after the fact. On the

other hand, the consumer in this scenario can be held partially responsible for

the inappropriate purchase; indeed, "A fool and his money are soon parted."

(P.T. Barnum, English proverbs)

38
 This dysfunctional behavior is encouraged by:

Incentives of salespeople to increase their total number of sales, especially where

retailers keep track of sales or offer commission-based salaries

 Incentives from the manufacturer of products or the companies of service pr

to salespeople to sell their products where other similar products offered by compe

are offered

 The incentive to sell a customer a product that is in need of being cleared ou

despite the fact that a customer may be better to wait for the new product

39
 Channel Of Distributions

Manufacturing Plant

Clearing and forwarding agent (different regions)

Stockist A Stockist B Stockist C

Retailers Retailers Retailers etaile

R rs Retailers Re
tailers

CONSUMERS
The above diagram it shows channel of distribution of dabur

foods, here first the products are manufactured and from Manufacturing

plants the packed goods are supplied to Clearing And Forwarding

Agents(C&FA) and from here the goods are then further supplied to

number of Stockiest or Distributors, from here goods reaches to large

number of Retailers and it is the duty of Stockiest to take orders from

retailers and then supply the goods to them, this work is generally done

by stockiest salesman through ready stock or by taking orders first and

40
then placing the order. From here the goods finally reaches to

Customers. Customer purchases the product from retailers.

This was the basic Channel of Distribution used by Dabur Foods, now I will throw
on each channel of distribution of Dabur Foods.
Supply Chain Management:
Supply chain management starts before physical distribution: it involves procu

right inputs (raw materials, components and capital equipment), converting th

finished products and dispatching them to the final destinations. The suppl

perspective can help identify superior suppliers and distributors and help them i

productivity, which ultimately brings down the company’s costs.

A broader view sees a company at the center of a value network that inclu

suppliers, its immediate customers and their end customers. The value network i

valued relations with others such as university researchers, government approval a

and so on.

MANUFACTURING PLANT:

Dabur Foods has Number of products in its product line but its main area of intere

the product on which they concentrate the most is Real Juice & Coolers. Dabur ha

manufacturing plant at Nepal and at Jaipur where juice is manufactured and tested

PROCUREMENT & TRANSPORT:

• Getting the raw material and packaging material requirement from the produ
unit in charge

• Constant updates on the procurement of materials and transport details

41
 • Production details and ingredient content information from the
different personnel and coordinating this activity

PACKAGING:

• Approval and coordination of the supply of packaging material to

the production unit

CLEARING AND FORWARDING AGENTA (C&FA)

 From manufacturing plant the stock is transported or supplied to

clearing and forwarding agents.

 Clearing and Forwarding Agents is a third party and Dabur gives

contract to them, so company has nothing to do in building the relationship
with them.

 Here C&FA keep or stock the goods with them.

 They charge dabur for stocking the good and even dabur don’t mind
doing so as it is a measure of cost cutting as well as there is no need for
gowdowns and maintenance.

 For Ghazizbad, Meerut, Delhi NCR there is one C&FA whish is

situated in

Mohan Nagar, here all goods which dabur foods hare kept here.

C.

STOCKIEST OR DISTRIBUTORS

 Stockiest store the products in their godowns, C&FA supplies the

goods to them as per their order.

 Stockiest has some sales men working under him, they are known as
stockiest sales man. Their work is to place the products in the market and
take order from retailers and then supply goods to them.

42
  Sales man either take ready stock with them or they first take orders
and then supply goods later on.

 There is a beat which is a schedule route of sales man, means sales man has
daily cover the route as mention in the beat.

 Merchandising, making products visible, pasting posters, putting banners, a

seeing that goods are properly placed in the retail outlets is also the duty of stockie

man.

 Companies’ sales officer keeps a check on the stockiest and monthly report

prepared which is further analyzed by ASM & ZSM.

 In Sahibabad Dabur has 1 stockist, and in Ghaziabad 1

D.

RETAILERS

 Retailers are backbone of the company as they are the one who can take the

product on new heights or can bring it down to toes.

 Stockiest supplies goods to retailers and tries Persuading retailers to give th

special displays (using merchandising tools) to get affective brand presence, and

arranging it in more noticeable manner.

 Classification of outlets in different type of markets is different according to

sales volume.

43
 TYPES OF RETAILS OUTLETS

Class Average Monthly Business

A Above 10,000
B 5,000-10,000
C Upto 5,000

 Margin of retailers is always higher than stockiest.

 Retailers are the one who have direct contact with the customers.

 Dabur Foods has a distribution network that covers 175 towns and 75 thousand

retail outlets making its product available to the consumers across the country at ease.

TYPES OF RETAIL MARKET

The retail market can be classified on the basis of magnitude of retail.

• SCATTERED MARKET
Lesser no. of outlets, and
Extensive outlets

• BLOCK MARKET

Large no. of retail outlets in chunk

• SUPER MARKET

Through their superior information ,logistical systems and buying power

deliver good service and immense volumes of products at attractive prices.
• CHAIN OUTLETS
44
 Having more than one key outlet all across with a single control unit and central

purchasing strategy

THE FUTURE FOR DABUR

Tapping the world markets : Dabur India, under its new brand
architecture, has five power brands under its portfolio with distinct offerings
Vatika, a herbal beauty brand with products like Vatika

Shampoo, Hair oil and Fairness Face pack; Dabur, the natural healthcare brand with produ
Chyawanprash and Pudin Hara; Hajmola, the tasty digestive brand with Hajmola candy, F
Anardana Churna; Real which offers fruit beverages and has products like Real Fruit juices, Lem
and the recently launched Anmol which is a cross category value-for-money brand. Dabur has
to take two of its five power brands — Dabur and Vatika — global through its Dubai-based arm
India . And the Big B and Rani Mukherjee will help the company get a toehold in the world’s
hair oil, shampoos and hair creams market. The Rs 1,232-crore FMCG major has also de
give a new impetus to its international food supplement brand, Nature4u, by now launching
burgeoning Gulf market. It is currently being sold only in UK and EU. “We have drawn an ag
plan to launch Dabur and Vatika globally, starting from the Middle East , GCC and SAARC co
We expect our market share to double within two years in the 10 countries we will focus on in
said Mr Arvind Kumar, CEO, Dabur International. The 10 top-of-mind markets for Dabur right
UAE, Saudi Arabia , Kuwait , Bahrain , Oman, Bangladesh, Pakistan ,Egypt and Nigeria.

To develop Dabur International as its major overseas hub to service all markets except
Russia , the company is setting up a new plant which is expected to be ready in a year.
Dabur International already has a plant in Jabel Ali to both package products sourced
from India and produce some local variants. Dabur India has been selling its product in
Dubai and GCC countries since 1992 through a franchise — Redrock Limited. The
company had acquired this franchise last year at investments of about USD five million.

45
 Growing market share:
While there is no doubt that Dabur now has a
presence in several product categories ranging from hair care to oral care to home
care to health supplements to juices and even soaps, it is also true that in some of these
segments its market share is very low and trails the market leader by a huge margin.
For instance, Dabur only has a 6% market share in shampoos against HLL’s 53%, and
a 12% share in the oral care segment against Colgate’s 46%.

Company officials believe that low market share means that there are substantial
growth opportunities even if these categories do not grow. “Our market shares are low
in some segments. This gives us opportunity to penetrate these categories,’’ says Mr
Narang.

Drivers of growth: For the future, Dabur has identified foods, home care
products, skin care and OTC health care products as its growth engines. The
company plans to ramp up its home care business and in the food category it is looking
at expanding its Hommade range of cooking pastes and purees. In the skin care
segment, the company launched the Dabur Anmol cold cream last year and its Vatika
honey and saffron soap is currently under test launch.

Expansion in south India: Dabur is looking at expanding its business in south India,
which currently accounts for around 15% of its total sales.

46
Innovative
Idea

47
 Innovative Idea of Introducing Dabar
Chawanprash in Powder and Candy.

Dabur Chyawanprash is a clinically tested Ayurvedic formulation of more than 41

Ayurvedic herbs that aid in boosting the immune system, thereby protecting the body
from everyday infections like cough & cold etc. caused by bacteria, viruses, dust and
weather change.

In Sanskrit, the word ‘prash’ stands for a specially prepared food and ‘Chyawan’ was
the name of the sage for whom this Ayurvedic nutritive formula was concocted to restore
his youth & vitality. Thus the name ‘Chyawanprash’. As a health supplement, Dabur
Chyawanprash can be taken by people from all age groups- kids, adults and elderly people
alike for supreme health benefits.

As a proven and rich source of vitamin C and antioxidants, Dabur Chyawanprash

provides multitude of health benefits.
So we innovate this Dabur Chawanprash in Powder for youth and in candy form for
children.
Most of the youth doesn’t like Jam form of Dabur Chawanprash so it is good for them.
Mix it in milk and warm water chawanprash gives us lots of immunity.

And In candy for children because the like candy and they also attract them

48
 SWOT ANALYSIS
Strength
Weakness
Opportunity
Threat

Strengths:
 Immunity booster.
 Quality product
 Targeted to Youth and Children.
 Reasonable price
 Expiry date above 8 months

Weaknesses:
 New product line
 Small distribution network
 Strong competitor
 No market share
 Acceptance by market.

Opportunities:

 Increase the distribution network

 Acquiring the newer technology and techniques

 Market is very big and attractive

 Largest market share by youth

 Takeover of the distribution

49
 Threats:

 Political instability

 New entrance from the competitors

 So many competitors

 Retaining consumers

Feasibility

At this time of corona Virus we need good immunity to face

this virus and to maintain health Chawanprash is help us to
improve immunity.
The results of the study revealed that the regular consumption
of Dabur Chyawanprash reduced the risk of COVID-19
infection by up to 12 times among the tested in comparison to
the control group who did not consume Dabur Chyawanprash.
It was also observed that those who consumed Dabur
Chyawanprash regularly experienced up to 6 times lesser
severity of symptoms of COVID 19 infections as compared to
subjects in the control group who did not consume Dabur
Chyawnaprash. The severity of COVID-19 was assessed as per
ordinal scale published by the World Health Organization for
COVID-19.

50
 The innovation of Dabur Chawanprash in Powder and Candy
is best for youth and children so it is feasible and accepted by
the market as immunity booster.

Advantages of the Innovation

 New Product line.

 Immunity Booster for youth and children.

 Health conscious.

 Take it with milk and Warm water.

 Enhanced energy.

 Health supplement.

 Easy packing.

51
 Disadvantages of the Innovation

 New product in market.

 Cost.

 Taste and preference of customers.

52
 BIBLIOGRAPHY

Test books
1. Kumar, Ramesh; Application Exercises in Management, Vikas Publishing
House, 2004.

2. Varshney & Gupta; Marketing Management, Sultan Chand & Sons, 2005.

3. Kotler & Armstrong; Principles of Marketing Management, Prentice hall

India, 2003

Websites
1. http://www.dabur.com/media-corporate%20profile
2.https://www.business-standard.com/company/dabur-india-3392/information/com
history#:~:text=Dabur%20India%20Ltd%20was%20incorporated,they%20set%20
%20Research%20Foundation.
3. http://www.indiainfoline.com/Markets/Compay/Background/Com
-Profile/Dabur-India-Ltd/500096
4.http://www.researchandmarkets.com/reports/2218915/dabur
india_limited_strategy_andreport
5. http://www.marketresearch.com/IS-Advisors-3900/FMCG- Sector-India Strategic-

Review-7429151/

53