Dokumen - Tips Dabur Project Report WLP

A Research project report
On
DISTRIBUTION CHANNEL RELATIONSHIP - A STUDY OF SALES
PROMOTION TOOLS
IN
DABUR INDIA
Submitted to Lucknow University in partial fulfillment for the

award of the degree of Master of Business Administration
(MBA)
Lucknow
Submitted By:
MAYANK KUMAR
MBA II Semester
“1002970075”
Under the guidance of

“Ravi ndra Sharma (Territory Manger) ”
Year 2011-12
I.M.S , LUCKNOW UNIVERSITY

SULTANPUR ROAD
LUCKNOW
7/31/2019 Dabur Project Report
To whom it may concern
This is to certify that Mr. MAYANK KUMAR, Roll no 1002970075 ,

is the student of MBA final semester and has successfully
completed his/her project on “DISTRIBUTION CHANNEL
RELATIONSHIP – A STUDY OF SALES PROMOTION TOOLS IN
DABUR INDIA ” under my supervision and guidance. This is an
original and authenticated work done by him.
Date: 20-09-2011 Territory Manager
(Ravindra Sharma)
http://slidepdf.com/reader/full/dabur-project-report 2/77
ACKNOWLEGEMENT
Success of every project depends largely on the SELF &

encouragement and guidance of many others. I take this
opportunity to express my gratitude to the people who have
been instrumental in the successful completion of this study
project.
First of fall I would like to thank the Management at Dabur

India ltd. For giving me the opportunity to do my one-month
project training in their esteemed organization.
Internal Guide for providing me with valuable advice and
endless supply of new ideas and support for this project.
I would like to thank Mr. Ravindra Sharma for providing

practical exposure for the project and his valuable guidance
during the project work.
I would also like to thank my college for providing me the

opportunity to have the practical knowledge of the theoretical
content we have studied so far.
(PRADEEP KUMAR )
PREFACE
“
This project had been undertaken for DISTRIBUTION CHANNEL
RELATIONSHIP - A STUDY OF SALES PROMOTION TOOLS IN DABUR
INDIA ” .
Dabur India Limited is the fourth largest FMCG company in India with
revenue of Rs 4110 crore & market capitalization of Rs 20,000 crore.
Building on a legacy of quality and experience of over 125 years, dabur
operate in consumer product categories like hair care, oral care, health
care, skin care, home care & food.
In order to gather the most appropriate and accurate data survey was
conducted in various location and markets in GURGAON. The data was
assimilated with the help of a questionnaire aimed and designed to
extract the most correct and conclusive information.
The consumers were requested to fill the questionnaire and were also
asked various other relevant questions revealing detailed information
apart from that in the questionnaire.
The survey was conducted successfully and its findings have been studied,
analyzed and have led to a conclusion, included in the report, which could
prove to be fruitful for the project.
TABLE OF CONTENTS
1. Executive Summary
2. Introduction
□ Corporate Philosophy
□ Corporate Objective
□ Over The Years
3. Social Issues
□ Joint Ventures
□ Subsidiaries
□ Towards Green Tomorrow
□ Protection For And From Nature
4. Dabur Research Foundation
□ The People
Scientific Network and Affiliations
□
□ Research Areas
□ Ayurvedic Research
□ Phytopharmaceuticals
□ Agronomy
□ Analytical Research
□ Food Research
5. Timeline
6. Products
□ Healthcare Products
□ Ayurvedic Healthcare Products
□ Digestives
□ Childcare Products
□ Familycare Products
□ Oralcare Products
□ Ayurvedic Specialities
□ Pharmaceuticals
□ Foods
7. Research Methodology
□ Sample Design
□ Research Approach
□ Research Instruments
□ Contact Method
□ Data Interpretation
□ Limitations
8. Analysis and Interpretation
9. Conclusion & Recommendation

10. Questionnaire
11. Bibliography
EXECUTIVE SUMMARY
Dabur India Limited has marked its presence with 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.

4,109.85 Crore (FY 11)
□
3 major strategic business units (SBU) - Consumer Care

Division (CCD), Consumer Health Division (CHD) and International
Business Division (IBD)
□ 3 Subsidiary Group companies - Dabur International , Fem Care
Pharma and new u and 8 step down subsidiaries: Dabur Nepal Pvt.
Ltd (Nepal), Dabur Egypt Ltd (Egypt), Asian Consumer Care
(Bangladesh) , Asian Consumer Care (Pakistan) , African Consumer
Care (Nigeria) , Naturelle LLC (Ras Al Khaimah-UAE), Weikfield
International (UAE) and Jaquline Inc. (USA).
□ 17 ultra-modern manufacturing units spread around the globe.
□ Products marketed in over 60 countries
□ Wide and deep market penetration with 50 C&F agents , more than 5000
distributors and over 2.8 million retail outlets all over India.
Consumer Care Division (CCD) addresses consumer needs across the

entire FMCG spectrum through four distinct business portfolios of Personal
Care , Health Care , Home Care & Foods.
□ Master brands:
□
Dabur - Ayurvedic healthcare products
□
Vatika - Premium hair care
□
Hajmola - Tasty digestives
□
Real - Fruit juices & beverages
□
Fem - Fairness bleaches & skin care products
□ 9 Billion-Rupee brands:
Dabur Amla , Dabur Chyawanprash , Vatika hair care , Real fruit juice,
Dabur Red Toothpaste , Dabur Lal Dant Manjan , Babool , Hajmola

and Dabur Honey.
□ Strategic positioning of Honey as food product, leading to market
Leadership (over 75% ) in branded honey market.
□ Dabur Chyawanprash the largest selling Ayurvedic medicine with
over 65% market share.
□ Vatika Shampoo has been the fastest selling shampoo brand in India
for three years in a row.
□ Hajmola tablets in command with 60% market share of digestive tablets
category. About 2.5 crore Hajmola tablets are consumed in India every
day.
□ Leader in herbal digestives with 90% market share.
Consumer Health Division (CHD) offers a range of classical Ayurvedic

medicines and Ayurvedic OTC products that deliver the age-old benefits of
Ayurveda in modern ready-to-use formats.
□ Has more than 300 products sold through prescriptions as well as over
the counter.
□ Major categories in traditional formulations include:

- Ras Ramayana’s
- Asav Arishtas
- Churnas
- Medicated Oils
□ Proprietary Ayurvedic medicines developed by Dabur include:
- Nature Care Isabgol
- Madhuvaani
- Trifgol
□ Division also works for promotion of Ayurvedic through organized
community of traditional practitioners and developing fresh batches of
students.
International Business Division (IBD) caters to the health and personal care
needs of customers across different international markets, spanning the Middle
East, North & West Africa, EU and the US with its brands Dabur & Vatika.
□ Growing at a CAGR of 33% in the last 6 years and contributes to about

20% of total sales.
□ Leveraging the 'Natural' preference among local consumers to increase
share in personal care categories.
□ Focus markets:
- GCC - US
- Egypt - Nepal
- Nigeria - Bangladesh
□ High level of localization of manufacturing and sales & marketing
INTRODUCTION
Dabur India Limited is one of the leading consumer goods company of India
with interests in healthcare, personal care and foods. For more than a century
Dabur has worked in active collaboration with nature to provide the best of
herbal health and personal care products to its consumers. Today, Dabur is all
set to take this abundant knowledge of Ayurvedic to global frontiers.
Dabur India Limited is the fourth largest FMCG Company in India with
interests in Health care, Personal care, Home care and Food products. Building
on a legacy of quality and experience for over 125 years, today Dabur has a
revenue of Rs. 4111 crore with powerful brands like Dabur Alma , Dabur
Chyawanprash , Vatika , Hajmola & Real .
CORPORATE PHILOSOPHY:
Knowledge is the key to growth in today's world. Whatever the industry, it is the
knowledge, which provides cutting edge to individual and organizations. For
more than a century nature has been a rich source of knowledge for Dabur.
Nature has not only given us the ingredients for all our products but has also
taught us how to create a harmony within and without the organization. Nature
has inspired us in all our acts. Ayurvedic - the science of life is based on
principles of nature. All Ayurvedic preparations have their ingredients derived
from Nature. Dabur has converted the healing properties of natural ingredients
and the age-old knowledge of Ayurveda into contemporary healthcare products
to alleviate health problems of its consumers.
Dabur is committed to expand the reach of this age-old knowledge of Ayurveda

and Nature through web. Through web, they aim to overcome the physical
boundaries to take Ayurvedic way of life to global frontiers.
Dabur India Limited understands its responsibility as a corporate house. We

have not only set our sight on increasing turnover and profitability of the
company but also on propagating Ayurveda - the Indian system of medicine.
OBJECTIVE
□ VISION:
" Dedicated to the Health and Well Being of Every Household ."
Dabur is a company with a set of established business values, which direct its
functioning as well as all its operations. In this, Dabur is guided by the words
of its founder Dr. S K Burman "What is that life worth that cannot give
comfort to others." The company offers its consumers, products to suit their
needs and give them good value for money. The company is committed to
follow the ethical practices in doing business. At Dabur, Nature acts as not
only the source of raw material but also an inspiration and the company is
committed to protect the ecological balance..
□ MISSION
"To be the leader in the Natural Foods & Beverages

Industry."
Strive to deliver this by:
□
Consistently delighting the consumer through quality product.
□
Being the company of choice for our business partners.
□
Delivering higher returns to stakeholders.
SCOPE OF STUDY
We intend to significantly accelerate profitable growth. To do this, we will:
□
Focus on growing our core brands across categories, reaching out to
new geographies, within and outside India, and improve operational
efficiencies by leveraging technology
□
Be the preferred company to meet the health and personal grooming
needs of our target consumers with safe, efficacious, natural solutions
by synthesizing our deep knowledge of ayurveda and herbs with
modern science
□
Provide our consumers with innovative products within easy reach
□
Build a platform to enable Dabur to become a global ayurvedic leader
□
Be a professionally managed employer of choice, attracting, developing
and retaining quality personnel
□
Be responsible citizens with a commitment to environmental protection
□
Provide superior returns, relative to our peer group to our shareholders.
DABUR GROUPS
With a basket including personal care, health care and food products, Dabur
India Limited has set up subsidiary Group Companies across the world that
can manage its businesses more efficiently.
Given the vast range of products, sourcing, production and marketing have
been divested to the group companies that conduct their operations
independently:
AT A GLANCE
OVER THE YEARS:

The story of Dabur goes back to 1884, to a young doctor armed with a degree
in medicine and a burning desire to serve mankind. This young man, Dr. S. K.
Burman, laid the foundations of what is today known as Dabur India Limited.
From those humble beginnings, the company has grown into India's leading
manufacturer of consumer healthcare, personal care and food products. This
phenomenal progress has seen many milestones, some of which are mentioned
below:
1884 irth of Dabur

1896 Setting up a manufacturing plant
Early 1900s Ayurvedic medicines
1919 stablishment of research laboratories
1920 xpands further
1936 abur India (Dr. S.K. Burman) Pvt. Ltd.
1972 Shift to Delhi
1979 Sahibabad factory / Dabur Research Foundation
1986 ublic Limited Company
1992 oint venture with Agrolimen of Spain

1993 ancer treatment
1994 ublic issues
1995 oint Ventures
1996 3 separate divisions
1997 oods Division / Project STARS

1998 rofessionals to manage the Company
2000 urnover of Rs.1,000 crores
2003 abur demerges Pharma Business
2005 abur aquires Balsara
2005 abur announces Bonus after 12 years
2006 abur crosses $2 Bin market Cap, adopts US GAAP
2006 Approves FCCB/GDR/ADR up to $200 million
2007 elebrating 10 years of Real
2007 oray into organised retail
2007 abur Foods Merged With Dabur India
2008 Acquires Fem Care Pharma
2009
abur Red Toothpaste joins 'Billion Rupee Brand' club
1884 -
Dr. S K Burman lays the foundation of what is today known as Dabur India
Limited. Starting from a small shop in Calcutta, he began a direct mailing
system to send his medicines to even the smallest of villages in Bengal. The
brand name Dabur is derived from the words 'Da' for Daktar or doctor and 'bur'
from Burman.
1896 -
As the demand for Dabur products grows, Dr. Burman feels the need for mass
production of some of his medicines. He sets up a small manufacturing plant
at Garhia near Calcutta.
1900s -
The next generation of Burmans takes a conscious decision to enter the
Ayurvedic medicines market, as they believe that it is only through Ayurveda
that the healthcare needs of poor Indians can be met.
1919 -
The search for processes to suit mass production of Ayurvedic medicines
without compromising on basic Ayurvedic principles leads to the setting up of
the first Research & Development laboratory at Dabur. This initiates a
painstaking study of Ayurvedic medicines as mentioned in age-old scriptures,
their manufacturing processes and how to utilize modern equipment to
manufacture these medicines without reducing the efficacy of these drugs.
1920s -
A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and
Daburgram. Dabur expands its distribution network to Bihar and the north-
east.
1936 -
Dabur India (Dr. S K Burman) Pvt. Ltd. is incorporated.
1940 -
Dabur diversifies into personal care products with the launch of its Dabur
Amla Hair Oil. This perfumed heavy hair oil catches the imagination of the
common man and film stars alike and becomes the largest hair oil brand in
India.
1949 -
Dabur Chyawanprash is launched in a tin pack and becomes the first branded
Chyawanprash of India.
1956 -
Dabur buys its first computer. Accounts and stock keeping are one of first
operations to be computerized.
1970 -
Dabur expands its personal care portfolio by adding oral care products. Dabur
Lal Dant Manjan is launched and captures the Indian rural market.
1972 -
Dabur shifts base to Delhi from Calcutta. Starts production from a hired
manufacturing facility at Faridabad.
1978 -
Dabur launches the Hajmola tablet. This is the first time that a classical
Ayurvedic medicine is branded - from Shudhabardhak bati to Hajmola tablet.
1979 -
The Dabur Research Foundation (DRF), an independent company, is set up to
spearhead Dabur's multi-faceted research.
1979-
Commercial production starts at Sahibabad. This is one of the largest and
most modern production facilities for Ayurvedic medicines in India at this time.
1984 -
The Dabur brand turns 100 but is young enough to experiment with new
offerings in the market.
1986 -
Dabur becomes a public limited company through reverse merger with
Vidogum Limited, and is re-christened Dabur India Limited.
1989 -
Hajmola Candy is launched and captures the imagination of children and
establishes a large market share.
1992 -
Dabur enters into a joint venture with Agrolimen of Spain for manufacturing
and marketing confectionery items such as bubble gums in India.
1993 -
Dabur sets up the oncology formulation plant at Baddi, Himachal Pradesh.
1994 -
Dabur India Limited comes out with its first public issue. The Rs.10 share is
issued at a premium of Rs.85 per share. The issue is oversubscribed 21 times.
1994 -
Dabur reorganizes its business with sales and marketing operations being
divided into 3 separate divisions.
1994 -
Dabur enters the oncology (anti-cancer) market with the launch of In axel
(Paclitaxel). Dabur becomes only the second company in the world to launch
this product. The Dabur Research Foundation develops the unique eco-friendly
process of extracting the drug from the leaves of the Asian Yew tree.
1995 -
Dabur enters into a joint venture with Osem of Israel for food and Bong rain of
France for cheese and other dairy products.
1996 -
Dabur launches Real Fruit Juice which heralds the company's entry into the
processed foods market.
1997 -
The Foods division is created, comprising of Real Fruit Juice and Homemade
cooking pastes to form the core of this division's product portfolio.
Project STARS (Strive to Achieve Record Successes) is initiated by the company
to achieve accelerated growth in the coming years. The scope of this project is
strategic, structural and operational changes to enable efficiencies and improve
growth rates.
1998-
The Burman family hands over the reins of the company to professionals. Mr.
Ninu Khanna joins Dabur as the Chief Executive Officer.
2000-
Dabur establishes its market leadership status with a turnover of Rs 1,000
crore. From a small beginning and uploading the values of its founder, dabur
now enters the august league of large corporate business.
2003 -
Dabur India approved the demerge of its pharmaceuticals business from the
FMCG business into a separate company as part of plans to provide greater
focus to both the business. With this, dabur india now largely comprises of the
FMCG business that include personal care product healthcare product and
Ayurvedic specialties. While the pharmaceuticals business would include
Allopathic, Oncology formulations and Bulk druges. Dabur oncology PLC, a
subsidiary of dabur India would also be part of the pharmaceutical business.
2005 -
As part of its inorganic growth strategy, Dabur India acquire Balsara’s Hygiene
and Home products business, a leading provider of oral care and household
care products in the Indian market in a Rs 143 crore all-cash deal.
2005 -
Dabur India announced issued of 1:1 Bonus Share to the shareholders of the
company, i.e. one share for every one share hold. The Board also provided an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore.
2006 -
Dabur India crosses the $ 2-billion marks in market capitalization. The

company also adopted US GAAP in line with its commitment to follow global
best practices and adopt highest standard of transparency and governance.
2006 -
Moving forward on the inorganic growth path, dabur India decides to raise up
to $ 200 million from the international market through Bonds, FCCBS, GDR,
ADR, QIRs or any other securities. The capital raised will be used to fund
dabur’s aggressive growth ambitions and acq uisition plans in India and
abroad.
2007 -
Dabur foods unveiled the new packaging and design for Real at the completion
of 10 years of the brand the new refined modern look depicts the natural
goodness of the juice from freshly plucked fruits.
2007 -
Dabur India announced its foray into the organized retail business through a
wholly owned subsidiary, H&B stores LTD. Dabur will invest Rs 140 crore by
2010 to establish its presence in the retail market in the India with a chain of
stores on the health & beauty formats.
2007 -
Dabur India decides to merge its wholly-owned subsidiary, dabur foods limited
with it to extract synergies and unlock operational efficiencies. The integration
will also help dabur sharpen focus on the high growth business of foods and
beverage and enter newer product categories in this space.
–
2008
Dabur India acquires Fem care pharma, a leading player in the women’s skin
care market. Besides an entry into the high-growth skin care market with an
establishment brand name FEM, this transaction also offers dabur a categories
and markets.
2009 -
Dabur Red Toothpaste becomes the dabur’s ninth billion rupee brands. Dabur
red toothpaste crosses the billion rupee turnover mark within five years of its
launch.
TECHNOLOGY USED IN DABUR
In Dabur India Limited knowledge and technology are key resources which
have helped the Company achieve higher levels of excellence and efficiency.
Towards this overall goal of technology-driven performance, Dabur is utilizing
Information Technology in a big way. This will help in integrating a vast
distribution system spread all over India and across the world. It will also cut
down costs and increase profitability.
Our major IT Initiatives :
Migration from Baan and Mfg ERP Systems to centralized SAP ERP system
from 1st April 2006 for all business units.
Implementation of a country wide new WAN Infrastructure for running
centralized ERP system.
Setting up of new Data Centre at KCO Head Office.
Extension of Reach System to distributors for capturing Secondary Sales
Data.
Roll out of IT services to new plants and CFAs.
Future Challenges :
Forward Integration of SAP with Distributors and Stockiest.
Backward Integration of SAP with Suppliers.

Implementation of new POS system at Stockiest point and integration with
SAP-ERP.
Implementation of SAP HR and payroll.
SAP Roll-out to DNPL and other new businesses.
ENVIRONMENTAL PROSPECTS
"What is that life worth which cannot bring comfort to others", these words of
Dr. S K Burman have inspired generations of Dabur. Keeping these golden
words in mind, Sundesh or the Sustainable Development Society was set up to
carry out welfare activities aimed at improving the quality of life of the rural
people in its area of operation. This society is given complete financial and
managerial support by Dabur India Limited.
Sundesh is engaged in providing health services, non-formal education and

training in income generating activities. The society has a dedicated team
consisting of a doctor, a community organizer, a lady social worker and
instructors for income generating activities, traditional birth attendants and
village level workers. Sundesh organizes regular OPDs and health camps in the
villages.
In addition to the mobile OPDs, other health services rendered include training
of traditional birth attendants, immunization programmers’ for children,
maintenance of family health records, ante-natal checkups, pulse polio
programmes and health awareness meetings for women on topics such as
family planning, ante-natal care, post-natal care, the importance of
vaccinations, baby care and AIDS prevention.
Dabur India has entered into joint ventures with well established international
firms as well as created subsidiary units that further highlight its business
philosophy of providing the best products to its customers.
SOCIAL ISSUES
JOINT VENTURES:
Dabon International Limited - Dabur has also collaborated with Bongrain of

France for the manufacture and marketing of specialty cheese and other dairy
products. This joint venture company has already made its presence felt in the
Indian cheese market through the launch of processed cheese under the brand
name LeBon, and a specialty cheese under the brand name Delicieux.
SUBSIDIARIES :
Dabur has six subsidiary units, which come under the umbrella of the Dabur
India organization. These are:
Dabur Foods Limited -
Dabur Foods Limited, a 100% subsidiary of Dabur India Limited, is

spearheading Dabur's foray into food processing industry. The company, set up
in April 1999, is marketing a range of fruit juices under the brand name Real,
Homemade Cooking Paste and Sauces and Lemoneez lemon juice. Dabur was
the first company in India to introduce fruit juices in packaged form without
any artificial additive. Real is today the market leader in this category with
more than 50% market share. Homemade cooking paste is the only national
brand in this category. Lemoneez is the only product in its category available in
unique drop and trickle pack and uniquely shaped tabletop pack.
Dabur Nepal Private Limited -
Dabur Nepal was the first manufacturing base overseas for Dabur group. The
company is today the leading exporter of Nepal and the third largest and most
modern manufacturing base for Dabur. Dabur Nepal is today involved in
promoting cultivation of herbs and apiculture activities in Nepal. The company
has set up state of the art greenhouse at Banepa for developing saplings for 20
medicinal plants. Dabur Nepal has also set up an Apiculture centre for
promoting bee-keeping activity in Nepal and developing queen bees and bee
colonies for exports.
Dabur Egypt Limited -
Dabur Egypt is group’s gateway to Africa. This manufacturing base set up a

couple of years back to cater to the demands of Middle East and African
market is producing Hair Care, Skin Care Products and Foods.
Dabur Oncology Plc. -
Set up recently in UK, this subsidiary of Dabur India Limited will be

manufacturing anti-cancer formulations for European market. The company is
in the process of setting up manufacturing base near London and is expected
to start operation from year 2001.
TOWARDS GREEN TOMMOROW :
One of the thrust areas of foundation is conservation and cultivations of

medicinal plants. DRF has developed cultivation packages for a number of
herbs especially of endangered ones. A 15,000sq. ft. greenhouse built in Nepal
is now functional and provides millions of saplings of various medicinal herbs.
Dabur Research Foundation has to its credit development of a unique

technique of isolation of paclitaxel from leaves instead of bark of Himalayan
Yew. This not only saved the tree but also improved the growth as pruning of
leaves gave a positive impact on growth of the plant.
DRF conducts training for harvesting and post harvesting processing of herbs
to ensure the sustainable usage of this natural resource. The Foundation
promotes cultivation and organizes planting materials for selected herbs to
farmers. It imparts training to farmers for cultivation of these medicinal plants,
their drying and proper packaging in roadworthy condition. The foundation
also organizes complete buy back arrangement for these select herbs. This
effort has not only ensured development of a sustainable source of rare herbs
but also has provided an alternative source of income to the farmers.
Dabur Research Foundation has improved the extraction procedures of herbs

in a fashion so that to increase the productivity of extracts/isolates and hence
reduce pressure on natural habitats.
DRF has developed tissue culture protocols for a number of herbs specially
those of alpine habitat and those diminishing in the nature.
PROTECTION FOR NATURE AND PROTECTION FROM NATURE:
For well over a century, Dabur has worked hand in hand with nature. Drawing
its strength and inspiration from nature's vast resources, Dabur has used
herbs and minerals found in natural form as the ingredient for its products. As
a company, Dabur understands its responsibility to contribute towards
maintaining the ecological balance, and realizes the need to replenish what it
takes from nature. The direct result of this realization has been 'Project Plant
for Life', under which the company has set up tissue culture laboratories, a
state-of-the-art greenhouse and contract cultivation with complete buy back
facilities. This project not only ensures sustainable source of medicinal plants,
but also improves the standard of living of the participating villagers. Since
time immemorial, Dabur has received lots from nature, and it takes pride in
DABUR RESEARCH FOUNDATION
Dabur Research Foundation (DRF), incorporated in 1979, is a premier research

organization recognized by Department of Scientific and Industrial Research,
Government of India. Situated at Sahibabad, DRF is today a known name for
its path breaking research in the field of healthcare and personal care.
The Foundation is at the forefront of oncology research, and is in the process of
developing many new molecules to fight this dreaded disease. In fact, DRF was
the first organization in the world to develop a process for extraction of
paclitaxel, a drug for cancer, without harming the source tree. The process is
now followed worldwide.
THE PEOPLE:
Herbal health care is an area where Dabur Research Foundation has made
immense contribution by doing research and development work using modern
pharmaceutical protocols. The foundation has been doing clinical trials on
traditional herbal drugs to validate the claims made in.
For a research organization like Dabur Research Foundation, people are its
biggest asset. At DRF, more than 125 scientists are engaged full time in
interdisciplinary R&D of health and personal care products. The foundation
has on its board independent advisors and consultants for guiding the team in
their specific areas. The team of scientists is culled from various disciplines
and includes Ayurvedic doctors, Chemists and phytochemists, botanists,

agronomists, clinical pharmacologists, microbiologists, food technologists, bio-
technologists, oil technologists, oncologists etc.
Scientists at many research institutions, universities and hospitals supplement

the effort of this team of scientists with whom Dabur has networked for
research in the areas of new molecules and drug delivery system.
Dabur Research Foundation is possibly the only of its kind in the country
carrying out research in diverse fields. Today, the scientists at DRF are
pursuing research in more than 10 disciplines.
SCIENTIFIC NETWORK & AFFILIATIONS:
Dabur Research Foundation has over the years built associations with various
agencies, organizations, Hospitals, Universities Colleges, Public Laboratories
etc. engaged in the Research & Development activities. This network has
helped the foundation in research in the areas of clinical research, reverse
pharmacology of Ayurvedic/ Herbals and novel molecules & new drugs delivery
system.
DRF is also affiliated with various professional bodies, organizations,
Institutions in the country and abroad. Some of the organizations with which
DRF has affiliations are-
□
DSIR, Government of India
□
Expert Committee on Herbal Medicines
□
Bureau of Indian Standards
□
Expert Committee of United States Pharmacopoeia
DRF conducts training for harvesting and post harvesting processing of herbs
to ensure the sustainable usage of this natural resource. The Foundation
promotes cultivation and organizes planting materials for selected herbs to
farmers. It imparts training to farmers for cultivation of these medicinal plants,
their drying and proper packaging in roadworthy condition. The foundation
also organizes complete buy back arrangement for these select herbs. This
effort has not only ensured development of a sustainable source of rare herbs
but also has provided an alternative source of income to the farmers.
Dabur Research Foundation has improved the extraction procedures of herbs
in a fashion so that to increase the productivity of extracts/isolates and hence
reduce pressure on natural habitats.
DRF has developed tissue culture protocols for a number of herbs specially
those of alpine habitat and those diminishing in the nature.
Drug technical Advisory Board, MOH&FW and Government of India
DRF gave new dimension to Chyawanprash after investigating the goodness of
Chyawanprash in building general immunity. The foundation conducted more
than 12 clinical trials on Chyawanprash to validate its immunomodulation
properties. This research helped Dabur Chyawanprash to reposition it as
herbal immunomodulator that builds you up from deep within.
Dabur Research Foundation developed value-added coconut based hair oil that
experimentally proved to be better than coconut oil alone. Today, that product,
christened Vatika Hair Oil, has created a niche for itself with others trying to
emulate it. Vatika shampoo normal and anti-dandruff are well set to follow in
the footsteps of Vatika Hair Oil.
DRF is the first organization in the world to isolate the anticancer drug,
Paclitaxel, from the leaves of Himalayan Yew Tree using a unique eco-friendly
process without causing any harm to the tree. The Foundation is only the
second organization in world to evolve the technology for isolation of Paclitaxel.
The research done by DRF facilitated availability of far cheaper anticancer

medicine for the patients in India and many other countries of the world.
DRF has developed Standardization Protocols for number of Ayurvedic herbs in
order to ensure the quality of raw herbs as well as finished products
manufactured out of it. This facilitated testing of each lot of raw materials with
sophisticated analytical tools before they are used for manufacturing.
DRF has till date conducted more than 200 studies to validate the claims
recommended by Ayurvedic Granthas. This includes 49 Pharmacological
Studies, 135 Clinical Trials and 10 Toxicological Studies. At DRF, blending the
modern findings with traditional concepts is a routine.
FOOD RESEARCH
□
Fruit juices development
□
Nutritional products development
□
Consumer friendly ethnic foods and spices
□
Clinical Research:
TOXICOLOGY STUDIES:
□
Animal studies for new and existing products/molecules
□
Clinical trials of pharmaceuticals, anticancer drugs, new molecules
□
Reverse Pharmacology
□
Clinical trials of Ayurvedic/Herbals
□
Post Marketing Surveillance
TIMELINE
1979 - Incorporated as independent research organization.
1986 - Starts experimental and clinical studies on Ayurvedic/herbals .
1988 - Develops Hajmola Candy - a candy variant of Hajmola tablets having

the taste and digestive properties of tablets in sugar base.
1990 - Modern analytical lab equipped with HPLC, HPTLC, GLC etc. set up.
1991 - Sets up oncology screening lab.
1993 - Re-launches Chyawanprash as an immunity builder after clinically

proving it.
1994 - Develops eco-friendly method for extraction of paclitaxel from the leaves
of Asian Yew Tree.
1995 - Develops Vatika Hair Oil that creates a new product category.
PRODUCTS
A vast array of products touching the lives of almost every individual, from an
infant to a grand old man, from poor to rich; that's how the Dabur's range of
health personal care and food products could be best explained. Today Dabur
trust has travelled beyond the boundaries of India are available in more than
50 countries worldwide. These values for money products have made Dabur a
household name.
HEALTH CARE PRODUCTS : “Health redefined ”
Dabur’s health range brings for you a wide selection of Ayurvedic and
natural products that offer complete care for varying individual needs. Our
natural products are derived from the time-tested heritage of ayurveda, and
backed by the most modern scientific test & trials that ensure unfailing quality
and safety
in anything you pick.
□
Health supplement
□
Oral care
□
Digestive
PERSONAL CARE: “For a beautiful you ”
Dabur presents a range of Herbal & Ayurvedic Personal Care products,

created to make you look and feel good. Bringing together the gentle touch of
nature
and Ayurveda’s wisdom, the range covers categories like Hair, Skin Care and
Baby Care, and is backed by the unfailing quality stamp of Dabur.
□
Hair care
□
Fem
□
Skin care
Foods: “where necessity is the mother of invention”
Dabur Foods set up a separate food service network in 1998 to cater the
institutional segment. This exclusive network partners institution in developing
customized products for them. In turn with the help and facilities of this
network, institution like, hotels, airlines, restaurants, caterers and hospitals
benefits by offering better services to consumers with the market
understanding and research Dabur Foods developed a new brand called
“Nature’s best”, which became the first brand of Dabur Food Services Network.
□
Real
□
Active
□
Burrst
□
Capsico
□
Lemoneez
□
hommade
Home care : “Home is where my heart is”
Dabur India Ltd. has a portfolio of superior products that help take care of
your home. The range of Home care products have been carefully developed to
ensure that your living space not only looks good, but also smells good, all day
long and more importantly, they help keep your family healthy.
Odonil keeps your home fresh and smelling great. Odomos protects your family
from disease causing mosquitoes while Odopic leaves your dishes clean and
smelling fresh. Sanifresh Shine keeps your toilet sparkling clean and free from
germs while our latest innovation Dazzl gives a mirror like shine to your floors,
Kitchen and glass surfaces, while keeping them germ-free.
□
Dazzl
□
Odomos
□
Odonil
□
Senifresh
□
Odopic
ACCOLADES:
Accolades 2011-12
Dabur CEO Two consumer The Burman

Mr. Sunil campaigns by Dabur - family,
Dun & Bradstreet
Duggal ranked - with its brands promoters of
assigns D&B
by analysts as Odomos & Real Dabur, ranked
Rating to Dabur,
the Top- Active – bag 22 in the India
indicatin
Performing international Super Rich,
that Dabur has the
CEO in recognition at 2011, released
highest level of
Consumer Promotion Marketing by Business
creditworthiness
space award of Asia World
Dabur ranked Dabur India

22 in the Dabur India Ltd Ltd Chairman
latest list of among the twelve 100- Dabur ranked the No. Dr. Anand
India's 100 year-Young 2 Indian Green Brand Burman
Most Companies that by consumers in the ranked
Valuable continue to make Green Brands Global amongst
Brands 2011, history by effectively Survey 2011 India's Most
issued by 4Ps responding to change Powerful
Business & CEOs
Marketing
Real bags
Reader’s
Digest Trusted
Brand Gold
Award 2010
in F&B
(Juice)
category for
6th year in a
row
Accolades 2010-11
Dabur ranked
Dabur India Chief Dabur ranked among
Dabur ranked 182 7th Most
Executive Officer Mr. Top 10 Best
in the ET-500 list Respected
Sunil Duggal has been Companies To
of India Inc's Company in the
ranked among India's Work For in the
Heroes Fast Moving
Most Valuable CEOs Consumer Goods and
Consumer
Durables sector
Dabur ranked 45 Dabur listed

Chyawanprash, among Most among the
Dabur moves up to take
Hajmola, Real Trusted Brands in enterprises that
the 78th spot in the
chosen by Indian India, according to are 'Doing India
Super-100 list, released by
consumers as 'Power Brand Trust Proud' in Limca
Business India
Brands Report, India Book Of
2010-11' Study, 2011 Records 2010
Dabur ranked
as the
organization
Dabur ranked in
that offers the
Dabur ranked 200 in the Top 100 in best return to Dabur listed among the
Business Today's
the Fortune India 500 investors by the enterprises that are
BT 500 list of
list that ranks India's 6th Social & 'Doing India Proud' in the
India's Most
500 largest Corporate latest issue of Limca Book
Valuable
corporations Governance Of Records
Companies. Dabur
Awards,
was ranked 62
presented by
the Bombay
Stock Exchange
Dabur Amla hair oil Dabur Ranked

bags India's Top 50 Dabur India Ltd Dabur Glucose-D Ace Of
27 in India's
Marketers Award for awarded the Best Pace and Vatika Kesh
Most Valuable
successfully tapping Run Award In Sundari Contest awarded
Brands 2010 list
the bottom of Supply Chain by bronze in their respective
by Brand
the pyramid SAP categories
Finance
Dabur Amla
Hair
Oil enters Limc Dabur is Top Green
The Burman family , Dabur ranked 63
a Book Of company in
promoters of in the list of Top
Records for Greenpeace Safe Food
Dabur , ranked 20th in 100 Beauty
hosting longest- Guide version 2.0 for its
Forbes' 'The 100 Companies in the
Richest Indians' list world ev e r responsibility
GM food towards
issue the
s to p
n o n -
h a ir
massage
marathon
Meswak, Vatika
Almond Hair Oil, Dabur Amla,
Real fruit
Dabur Amla Flower Hajmola in 100 Dabur Chairman Dr
juices &Vatika
Magic Hair Oil and Most Trusted Anand Burman amongst
Hair Oil bag
Dabur Brands 2010 India's Most Powerful
Reader’s Digest
Uveda bag National list. Babool, CEOs , placed at No. 41 on
Trusted Brand
Awards for Excellence Real also the list
Gold Award 2010
among trusted
in Packaging brands
Dabur Amla
Dabur Chyawanprash Dabur stock ranke
Hair Oil &
Immune India d 14th in Value
Real voted as Dabur India Ltd ranked
GClaumcopsaeig- 10o0f Most Loved as India's Most Customer
FMCG Responsive FMCG
nDanAdce oDf laitsttr,aactriavn
Brands with Company
Pabaucer bag eklyin- g priced highest top-of-
international stocks of firms the-mind recall
Promotion Marketing with 'real'
Award of Asia 2010 earnings
Dabur Uveda ranked

amongst most
successful brands
launched in 2009
Brand Derby
BRAND MANAGEMENT STRATEGIES
The case let provides an overview of brand management strategy adopted by

Dabur for its personal care brand Dabur Vatika. The case let follows the
meticulous brand building initiatives taken by the company, from the launch of
Dabur Vatika in 1995 to it becoming a Rs 1 bn brand by 2003. The case let
also examines the objectives and elements that were involved in Vatika’s brand
building exercise.
Marketing strategies
□
Brand management strategies
□
Product differentiation
□
Packaging as a marketing communication tool
□
Importance of choosing the right celebrity and its influence on the
brand equity
□
Brand extensions and communication strategy
Until the early 1990s, Dabur, the 100-year old Ayurvedic products
manufacturer, was looked upon as a rather staid company that marketed
herbal and Ayurvedic products.
Dabur Vatika in 1995 brought about a sea change in that perception. Within
six years of its launch, Vatika had become the market leader in the value-
added hair oils segment. Its success pushed Dabur into the league of top
FMCG product companies in India. Dabur Vatika’s success can be attributed to
the company’s differentiated product offering and meticulous brand building
initiatives. The company concentrated on differentiating the brand in all
aspects, right from positioning to packaging. At the time of its launch, Dabur
positioned Vatika as value-added hair oil that contained pure coconut oil
enriched with natural ingredients such as henna, amla (gooseberry), and
lemon. Till then, the hair oil market had been dominated by plain coconut oil
brands with Marico’s flagship brand, Parachute, being the market leader.
1. Dabur Vatika, one of the youngest brands in the country (launched in

1995), has become a leading brand in the natural personal care product
segment. What were the factors that enabled Vatika to become a flagship
brand of Dabur in such a short span of time?
2. Marketing communications play an important role in building brands.

Discuss the role played by marketing communications in making Dabur
Vatika a successful brand.
□
Chyawanprash
The leader in the chyawanprash market in India, Dabur Chyawanprash is one
of the most well known Ayurvedic products in India and abroad. An effective
herbal immunomodulator, Dabur Chyawanprash has the essential goodness of

amla and over 50 other herbs. Dabur has conducted several clinical trials on
this product which confirm its efficacy as a unique product that strengthens
the body from within.
□
Digestives
Hajmola Tablets
Hajmola Tablets are the first classical Ayurvedic product to be

branded and positioned as fun-filled product with medicinal properties. It finds
mention in Ayurvedic scriptures as Kshudhavardhak Bati, and was branded as
Hajmola, a name derived from Hajma which means digestion in Urdu. It is

available in regular and tamarind flavor.
□ Hajmola Candy
To cash in on the brand equity enjoyed by Hajmola, Dabur launched
Hajmola Candy in 1989. Since then, the company has added Mango and
tamarind flavors besides the regular one.
□ Pudin Hara
One of the oldest products in Dabur portfolio, Pudin Hara is
available in liquid as well as capsule form. It has a special combination of mint
oils and cures gastric problems without any side effects.
□ Hingoli
Asafeotida or Hing is mentioned in Ayurveda as an effective aid in
digestion, and is used a lot in Indian cooking. Dabur's Hingoli has all the
goodness of asafoetida and other herbs.
Childcare Products:
□ Dabur Lal Tail
The largest baby massage oil in India, it has the goodness of herbs
which helps in strengthening the bones of infants.
□ Dabur Janma Ghutti
This Ayurvedic preparation helps in strengthening the digestive system of new

born.
FAMILY CARE PRODUCTS
The largest division in terms of sales, the Family Products Division of Dabur
has in its portfolio hair care and skin care products, oral care and select foods
like honey.
Hair & Skin Care
Dabur is the leader in hair care products in India, and has covered almost all
the categories of hair oils.
□ Dabur Amla Hair Oil -
As a brand has made its mark beyond India and is a leading
hair oil brand in middle East and Africa. A perfumed heavy hair oil, it is
Dabur's largest brand.
□ Dabur Special Hair Oil -
It is light hair oil that combines the natural hair care properties of lemon and
hibiscus.
□ Dabur Vatika -
The fastest growing hair oil brand of India, Vatika has single
handedly created an altogether new category of herbal enriched natural oils.
The Vatika range also includes a herbal shampoo which has made its mark in
the very first year of its launch in the competitive shampoo market of India.
–
□ Gulabari
Rose water derived from best of Indian roses makes the skin
supple and glowing.
ORAL CARE:
Dabur Lal Dant Manjan -
It is the second largest tooth powder brand of India and the largest in
colored tooth power category. This herbal tooth powder is very popular in rural
parts of India.
–
Binaca Toothbrushes
After having acquired this dormant brand a few years back, Dabur
launched toothbrushes under this umbrella. There are plans to launch other
oral care products under the Binaca brand.
AYURVEDIC SPECIALITIES:
Ayurvedic Specialties is a range of over 350 Ayurvedic Medicines -
Both classical Ayurvedic drugs and proprietary Ayurvedic medicines -
developed by Dabur's own research and development. Dabur has products for
all the 16 categories as defined in the Ayurveda. Some of the leading products
in this category are:
–
□ Asav Arishtas
These are medicated decoctions with self generated alcohol content. Dabur has
a range of over 30 Asav Arishtas. Some of the well known ones include
Dashmularishta, Drakshasava, Lohasava, Parthadyarishta and Ashokarishta.
□ Chumas -
These are finely ground medicinal powders used to treat a variety of ailments
ranging from digestive problems to cough and fever.
□ Ras Rasayanas -
Preparations containing mineral drugs as main ingredients are called Ras

Rasayanas. Dabur has a range of more than 50 Ras Rasayans which are used
by Ayurvedic practitioners in the cure of host of ailments.
□ Medicated Oils -
The oils boiled along with certain prescribed drugs are known as medicated
oils. These oils retain the curative properties of herbs and is used for
inunctions and massage.
PHARMACEUTICALS:
Branded Pharmaceuticals -
It includes a range of natural ethical products like New Livfit, Honitus, Ulgel
etc. and a range of contrast media and gynecological.
□ Oncology -
This wide and formidable range includes brands such as Intaxel, Docetaxel and
Topotecan, all of which were manufactured for the first time in India by Dabur.
Little wonder then, that Dabur is the undisputed market leader in this category
in India and has plans to establish itself as a generic oncology player in select
global markets.
Bulk Drugs and Chemicals -

This range consists primarily of bulks in the oncology category.
□ FOODS :
Launched over two years back, the Dabur Foods range includes juices under
the brand name Real and cooking pastes under the brand name Hommade. To
give better focus to this division. This division has been carved out as a
subsidiary company of Dabur India Limited.
SUBSIDIARIES
Dabur Foods Limited - Dabur Foods Limited, a 100% subsidiary of Dabur India
Limited, is spearheading Dabur's foray into food processing industry. The
company, set up in April 1999, is marketing a range of fruit juices under the
brand name Real, Hommade Cooking Paste and Sauces and Lemoneez lemon
juice.
RESEARCH METHODOLOGY
RESEARCH DESIGN:
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
It has surveyed 100 outlets covering NCR (GURGOAN).
Ayurvedic Research:
□ Standardization of herbs and finished products
□ Validation of the processes
□ Formulation development taking lead from Ayurveda
□ Pharmaceutical Research:
□ Development of new formulations of existing and new molecules
Parenteral Formulations development

□ Compatibility and shelf life studies
□ Validation of processes
PHYTOPHARMACEUTICALS:
Isolation of existing and new therapeutic ingredients from natural

sources
□ Extraction technologies
□ Processes development and transfer of technology
□ Biotechnology:
□ Tissue culture of medicinal plants especially endangered ones
□ Cell and callus culture
AGRONOMY:
□ Agro-technology development for medicinal plants
□ Micro-propagation of medicinal plants
□ Cultivation of medicinal and fruit plants
□ Generation of quality planting material through greenhouse technology
□ Personal Care Products:
□ Development of skin and hair care products
□ Oral care product development
□ Ayurvedic medicated oil development
□ Herbal extracts in cosmetics
ANALYTICAL:
□ Protocols and methods development for natural and synthetic products
□ Bio-equivalence studies of Pharmaceutical Dosage forms
□ Reaction monitoring of synthetic chemistry processes
□ Marker compound testing as a tool for standardization of Botanicals
□ Synthetic Chemistry:
□ Synthesis of known and new molecules and intermediates (APIs)
□ Process development
□ Technology development and transfer to pilot plant and production
scales
□ Oncology Research and Molecular Biology:
□ Anticancer screening of herbal extracts/compounds, peptides and
synthetic molecules
□ Anti-angiogenic screening
□ Tumor xerography
□ Pharmacokinetic and metabolite studies

□ Proteomics and Genomics
□ New Drug & Peptide Research:
□ Lab scale synthesis of new molecules
□ Scale up and purification methods
□ Formulation and stability studies
□ Novel drugs delivery systems
RESEARCH APPROACH:
Survey approach was chosen for this research work. Survey research is the
best suited for gathering descriptive information company that wants to know
about individuals knowledge, attitudes, preferences or buying behavior can
often find out by asking individuals directly. The major advantage of survey
research is its flexibility. It can be used to obtain many different kinds of
information in many different situations
RESEARCH INSTRUMENTS:
Schedules, which is the most commonly used instrument, was opted for this
research.
CONTACT METHOD:
Personal individual interview method was opted for this research work, as it is
the most flexible method of all.
DATA ANALYSIS AND INTERPRETATION:
The data thus collected was tabulated, analyzed and interpreted with view to
make the study more meaningful. They were tabulated in manner so that
results could be viewed easily. Some statistical techniques were used to
examine the views of respondents. The use of tables, charts and diagrams had
been made to present the data in the analysis form.
ANALYSIS
The ANALYSIS faced during the research was: -
□ The sample size taken is 100, which is not sufficient to represent the entire
universe. The size could not be increased due to time constrained.
□ The areas covered were restricted to East and South Delhi only and as such
the results of the surrey are valid for the above said areas.
□ All information, which has been collected form, the respondents have been
considered authentic and final.
□ Besides all this the report has been on individual attempt and also involves
the human process of interpretation and analysis, so there are chances of
human error.
□ Despite repeated proof reading there is a possibility of spelling error of
otherwise which may have been overlooked
ANALYSIS & INTERPRETATION
Most of the retailer’s stock 4 to 6 pieces of each brand of shampoos.
SHAMPOOS AVAILABILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100
PANTENE 65 145 90
SUNSILK 70 140 90
160
140
120
100
1 TO 3
80 4 TO 6
MORE THAN 6
60
40
20
0
VATIKA H&S PANTENE SUNSILK
SHAMPOOS VISIBILITY (piece/retailer)
NAME CATEGORY
VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100
PANTENE 65 145 90
SUNSILK 70 140 90
160
140
120
100
1 TO 3
80 4 TO 6
MORE THAN 6
60
40
20
0
VATIKA H&S PANTENE SUNSILK
TOOTH BRUSHES AVAILIBILITY (piece/retailer)
NAME CATEGORY
1 TO 12 20 30 MORE THAN 30
GLISTER 15 NILL NILL NILL
COLGATE 50 180 100 NILL
PEPSODENT 50 180 70 NILL
ORAL B 30 120 50 100
AQUAFRESH 30 120 50 100
Mostly retailers prefer to stock 20 to 30 pieces of each of the brands. Very few
retailers are there who stock the binaca toothbrushes as compared to the other
toothbrushes.
180
160 1 TO 12
140
20
120
30
100
M. T.30
80
60
40
20
0
GLISTER COLGATE PEPSODENT ORAL B AQUAFRESH
TOOTH BRUSHES VISIBILITY(piece/retailer)
NAME CATEGORY
1 TO 12 20 30 MORE THAN 30
GLISTER 15 NILL NILL NILL
COLGATE 50 180 100 NILL
PEPSODENT 50 180 70 NILL
ORAL B 30 120 50 100
AQUAFRESH 30 120 50 100
1000
180
160 1 TO 12
140 20
120
30
100
M. T.30
80
60
40
20
0
GLISTER COLGATE PEPSODENT ORAL B AQUAFRESH
COCONUT OILS AVAILIBILITY (piece/retailer)
NAME CATEGORY
VATIKA 90 80 60
PARACHUTE 60 140 160
Most of the retailers prefer to stock less pieces of Vatika hair oil in comparison
to the Parachute hair oil.
160
140
120
100
1 TO 3
80
4 TO 6
MORE- 6
60
40
20
0
VATIKA PARACHUTE
COCONUT OILS VISIBILITY (piece/retailer)
NAME CATEGORY
VATIKA 90 80 60
PARACHUTE 60 140 160
160
140
120
100
1 TO 3
80
4 TO 6
MORE- 6
60
40
20
0
VATIKA PARACHUTE
Although there are very less number of retailers stocking the tooth powders but
in those who do they prefer to stock the Colgate tooth powder in comparison to
Binaca tooth powder.
TOOTH POWDER AVAILBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6
DABUR LAL DANT MANJAN 7 NILL
COLGATE 10 NILL
10
1 TO 3 4 TO6
5
0
DABUR LAL
COLGATE
DANT MANJAN
TOOTH POWDER VISIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6
DABUR LAL DANT MANJAN 6 NILL

COLGATE 10 NILL
10
1 TO 3 4 TO6
5
0
DABUR LAL
COLGATE
DANT MANJAN
OILS AVAILABILITY (piece/retailer)
NAME CATEGORY
DABUR AMLA 80 120 100
KEO - KARPIN 90 120 90
HAIR & CARE 100 120 80
Most of the retailers prefer to stock 4 to 6 pieces of each of the brands.
120
100
80
1 TO 3
60
4 TO 6
MORE-6
40
20
0
DABUR AMLA KEO KARPIN HAIR& CAIR
OILS VISIBILITY(piece/retailer)
NAME CATEGORY
DABUR AMLA 80 120 100
KEO - KARPIN 90 120 90
HAIR & CARE 100 120 80
Maximum number of retailers prefers to make visible 4 to 6 pieces of oils of
each brand
120
100
80
1 TO 3
60
4 TO 6
MORE-6
40
20
0
DABUR AMLA KEO KARPIN HAIR& CAIR
CONCLUSION
We surveyed around 100 retailers covering the east and the NCR (Gurgoan).
Among the 100 retail stores we covered we found that around 97% of the retail
stores stock Dabur products that mean that Dabur has a good reputation in
the eyes of the consumers.
While noting the name of the stockiest we found that mostly there exists only
one stockiest for a particular area.
In case of Availability and Visibility of Vatika shampoo as compared to Head &

Shoulders, Pantene and Sunsilk, Vatika have an average position in the market
and same is with the Amla light hair oil in comparison to Keokarpin and Hair &
Care.
In the category of coconut oils we found that normally retailers stock Parachute
in large quantities as compared to Vatika Hair Oil.
In the case of tooth powders there were very less retailers stocking them as
they are in very less demand amongst the people in the respective areas which
we covered, in this too Colgate had an upper hand over Dabur
Lal Dant Manjan.
In toothbrushes category, binaca thoot brush is not as commonly stocked as

compared to Aquafresh, Oral B, Colgate and Pepsodent.
In the food section Roohafza is in more demand amongst the consumers as
compared to sherbets azam.
Regarding the service provide by the Dabur to its retailers we found that the
Dabur personnel mostly visits most of the retailer on weekly basis.
RECOMMENDATIONS
□ Dabur should adopt an extensive push marketing strategy for all its
products and extensive advertising for products namely Vatika Hair oil,
Amla Light and Dabur lal dant manjan and Binaca Toothbrush.
□ Dabur should ask their distributors for providing higher margins to the
Retailers so they can be asked to push Dabur products.
QUESTIONNAIRE
This questionnaire is meant to collect information from the retailers about the
quantity stored by the retailers of Dabur products as compared to other
competitors.
(Tick the appropriate answer/answers )
1. Out of these how many brands of shampoos do you store?

a) Vatika b) Head & Shoulders c) Pantene d) Sunsilk
2. How many pieces of each brand of shampoos do you store?

a) 1 to 3 b) 4 to 6 c) more than 6
3. Out of these how many brands of toothbrushes do you store?

a) Glister b) Colgate c) Pepsodent d) OralB e) Aquafresh
4. How many pieces of each brand of toothbrushes do you store?

a) 1 to 12 b)12 to 20 c)20 to 30 d) more than 30
5. Out of these how many brands of coconut oil do you store?

A) vatika b) parachute
6. How many pieces of each brand of coconut oil do u store ?

7. Out of these how many brands of toothpowder do you store?

a) Dabur Red b) Colgate
8. How many pieces of each brand of toothpowder do you store?

a) 1 to 3 b) 4 to 6
9. Out of these how many brands of light hair oil do you store?
a) Dabur Amla b) Keo-karpin
10. How many pieces of each brand of light hair oil do you store?
FQA
QUESTIONNAIRE
Q. Who leads the company?
Q. When did Dabur go for its first public issue?
Q. What is the role of the Burman family in the Company’s management and
operations?
Q. What is the mailing address and phone numbers of Dabur’s

headquarters?
Q. What are the main product categories of Dabur?
Q. How many group companies does Dabur have?
Q. How does Dabur position itself?
Q. What is Dabur’s status in the consumer goods market?
Q. In how many countries does Dabur have its distribution network and
offices?
Q. Where can I get a copy of the Company Annual Report?
Q. What are Dabur’s environmental concerns?
Q. How does Dabur implement its social commitments?
Q. What are the major areas of research undertaken by Dabur?

Q. Who do I contact at Dabur for a business proposal?
Q. In what manner and which areas of operation does Dabur support non-
profit organizations?
Q. If I have a product idea, whom should I go to in Dabur?
Q. Can I get a list of your products and their prices?
Q. Is it possible to order your products for doorstep delivery?
Q. Whom should I contact for a product-related query or feedback?
Q. How do I become a model for Dabur ads?
BIBLIOGRAPHY
1. Books : Kotler Philip, Marketing Management.

C.B. Kothari, Research Methodology.
2. Internet : www.dabur.com
www.google.com
3. Newspapers : The Times of India

The Hindustan Times
Business World
Economics Times
4. Schedules : Personal interaction with Individuals

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A Research project report

Submitted to Lucknow University in partial fulfillment for the

Under the guidance of

I.M.S , LUCKNOW UNIVERSITY

To whom it may concern

This is to certify that Mr. MAYANK KUMAR, Roll no 1002970075 ,

Date: 20-09-2011 Territory Manager

Success of every project depends largely on the SELF &

First of fall I would like to thank the Management at Dabur

I would like to thank Mr. Ravindra Sharma for providing

I would also like to thank my college for providing me the

4. Dabur Research Foundation

8. Analysis and Interpretation

9. Conclusion & Recommendation

□ Leading consumer goods Company in India with a turnover of Rs.

3 major strategic business units (SBU) - Consumer Care

Consumer Care Division (CCD) addresses consumer needs across the

Dabur Red Toothpaste , Dabur Lal Dant Manjan , Babool , Hajmola

Consumer Health Division (CHD) offers a range of classical Ayurvedic

□ Major categories in traditional formulations include:

□ Growing at a CAGR of 33% in the last 6 years and contributes to about

Dabur is committed to expand the reach of this age-old knowledge of Ayurveda

Dabur India Limited understands its responsibility as a corporate house. We

"To be the leader in the Natural Foods & Beverages

Strive to deliver this by:

OVER THE YEARS:

1884 irth of Dabur

1992 oint venture with Agrolimen of Spain

1997 oods Division / Project STARS

Dabur India crosses the $ 2-billion marks in market capitalization. The

TECHNOLOGY USED IN DABUR

Our major IT Initiatives :

Forward Integration of SAP with Distributors and Stockiest.

Backward Integration of SAP with Suppliers.

Sundesh is engaged in providing health services, non-formal education and

Dabon International Limited - Dabur has also collaborated with Bongrain of

Dabur Foods Limited -

Dabur Foods Limited, a 100% subsidiary of Dabur India Limited, is

Dabur Nepal Private Limited -

Dabur Egypt Limited -

Dabur Egypt is group’s gateway to Africa. This manufacturing base set up a

market is producing Hair Care, Skin Care Products and Foods.

Dabur Oncology Plc. -

Set up recently in UK, this subsidiary of Dabur India Limited will be

TOWARDS GREEN TOMMOROW :

One of the thrust areas of foundation is conservation and cultivations of

Dabur Research Foundation has to its credit development of a unique

Dabur Research Foundation has improved the extraction procedures of herbs

PROTECTION FOR NATURE AND PROTECTION FROM NATURE:

DABUR RESEARCH FOUNDATION

Dabur Research Foundation (DRF), incorporated in 1979, is a premier research

and includes Ayurvedic doctors, Chemists and phytochemists, botanists,

Scientists at many research institutions, universities and hospitals supplement

SCIENTIFIC NETWORK & AFFILIATIONS:

The research done by DRF facilitated availability of far cheaper anticancer

1979 - Incorporated as independent research organization.

1986 - Starts experimental and clinical studies on Ayurvedic/herbals .

1988 - Develops Hajmola Candy - a candy variant of Hajmola tablets having

1991 - Sets up oncology screening lab.

1993 - Re-launches Chyawanprash as an immunity builder after clinically

HEALTH CARE PRODUCTS : “Health redefined ”

PERSONAL CARE: “For a beautiful you ”

Dabur presents a range of Herbal & Ayurvedic Personal Care products,