DABUR- MARKETING MIX

DECLARATION

I BANEET KUMAR SEN hereby declare that this Project

entitled DABUR- MARKETING MIX submitted to
Ravenshaw University, Cuttack, Odisha has been prepared
by me under the valuable guidance of DR.BINITA
NANDA,Faculty in Commerce, Ravenshaw University,
Cuttack, towards the partial fulfillment of award of bachelor
of Commerce as required in the curriculum for UG VIth
semester 2021-22

I also declare that this project has not been submitted to any
other University for the award of any degree.

Date 31/05/2022
Place Cuttack

Name:Baneet Kumar Sen

Regd No.:19DCO128
 Certificate of the Guide

This is to certify that BANEET KUMAR SEN, bearing regd

no10DCO128, +3 3rd year, Commerce, Ravenshaw
University, Cuttack, Odisha has submitted the project
entitled DABUR-MARKETING MIX

The project is based on the original work done by the

candidate under my guidance and fulfils the requirement of
the project work which is necessary for the partial fulfillment
of B.Com. Degree.

It is to the best of my knowledge and belief that the work has

not been submitted elsewhere for the award of any Degree.

Project Guide

DR.BINITA
NANDA
Faculty in Commerce,
Ravenshaw University, Cuttack, Odisha
 Acknowledgement

My heartfelt thanks are to my esteemed guide

DR.BINITA NANDA Faculty in Commerce,
Ravenshaw University, Cuttack, Odisha for having
guided me whole heartedly in preparing this project
entitled DABUR-MARKETING MIX.

I also acknowledge the continuous encouragement by

my friends, non teaching persons involved and finally
in my endeavor.

My deep sense of gratitude is for those who helped me

effortlessly in preparing this project.

Name:Baneet Kumar Sen

Regd No.:19DCO128
ABSTRACT
(Summary of the project)
Dabur India Limited (DIL) is the fourth largest FMCG companies in India. With a legacy of
more than 120 years built on attributes of quality and trust, Dabur has proven its expertise in the
fields of health care, personal care, Homecare and Foods. The company is headquartered in
Ghaziabad, Uttar Pradesh, is listed on Indian stock exchanges and commands a valuation of
over US$ 1.5 billion. Operating through various business divisions supported by manufacturing
presence spread in India and overseas, the company has been ranked amongst the “Best under a
Billion” companies in Asia Pacific ( Forbes Asia 2005 & 2006 ). As per BW, March 2007, DIL
is one of the top 3 most respected FMCG companies

Keywords: (5 words related to the project)

FMCG, MARKETING, SWOT ANALYSIS, RETAILERS, MARGIN
 CONTENTS

Chapte Particulars Page No.

r
1 Introduction 1-7

1.1 Introduction 1
1.2 Literature Review 3
1.3 History
1.4 Vision,mission and principle
2 Evolution
2.1 Milestone of success
2.2Product Portfolio
3 Different types of analysis
3.1 SWOT analysis
3.2 Pestel analysis
4 Marketing Mix
( 4P’s of marketing)
4.1 Product
4.2 Price
4.3 Place
4.4 Promotion
5 Research and methodology

5.1 Various types of research

5.2 Research approach
5.3 Data analysis and interpretation
6 Awards and Achievements
7 Conclusions
 CHAPTER-1

INTRODUCTION
INTRODUCTION OF COMPANY

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

Parent Compny : Dabur India Limited

Headquarters : Ghaziabad, Uttar Pradesh

CEO : Sunil Duggal 

Owner : Anand Burman

Revenue : 84.54 billion INR (US$1.3 billion, 2015–2016)

Founder : S.K. Burman

Founded : 1884
Brand : Well-known brands include Amla, Chyawanprash, Hajmola, Lal Dantmanjan,
Nature Care and Pudin Hara
Sector : Fast – moving Consumer Goods ( FMCG )
Category : Consumer Products , Food and Beverages
Tagline / Slogan : Celebrate Life
Official Website : www.dabur.com
LITERATURE REVIEW
Frederic M. Scherer, (2008) Dynamics and Regulation of the Asian FMCG Industry: A Critical Review, this
study examines how product innovation contributes to the renewal of the firm through its dynamic and
reciprocal relation with the firms competences. Field research in five high-tech firm of varying age, size and
level of diversification is combined with analysis of existing theory develop the findings of the diversification is
combined with analysis of existing theory develop the findings of the study. Based on the notion that new
products are created by linking competences relating to technologies and customers, a typology is derived that
classifies new product projects based on weather a new product can draw on existing competences, pre requires
competences die firm does not yet have. Following organizational learning these options are conceptualized as
exploitation andexploration. These organizational concepts are used to gain a dynamic and path-dependent view
of product innovation and development, and to reveal the unique nature and challenges of different types of
product innovation.

Thomas S.Robertson, Jehoshua Eliashberg and Talia Rymon, (1995), new product announcement Signals and
incumbent reactions, the authors focus on NPA Signals. They develop a set of regarding incumbent’s reactions
to NPA single is and test them in a field study among managers in the United States and The United Kingdom.
The authors’ findings provide an amortization of the factors affecting the likelihood of competitive response to
NPA signals and agency a set of managerial implications.

R Wensley, (2008), product strategic, managerial comprehension, and organizational performance, Recent
comments on the national competitive model based on the links between organizational skills and value added
have recognized that individual firm performance can be significantly moderated by either or. Both marketing
expertise and differentiating skills within the organization with an emphasis on high level managerial
capabilities. This article considers both a more detailed analysis of marketing approaches in this area and also.

Pwter Trim, [2008], A new product launch strategy (NPLS) model for pharmaceutical companies, department
of management, the purpose of this paper is to make explicit positioned in the industry as sustainable
competitive advantage being achieved- various regulations and cultural trial as religion.

It is clear from the research undertaken that some marketing medals are viewed as being too complex however,
it is generally appreciated that marketing models can be used to interpret complex relationships that are evident
in marketing system research limitations/implications.

Andreas Hinterhber, (2003) towards value-based pricing an integrative framework for decision making, Despite
a recent surge of interest, the subject of pricing in general and value-based pricing in particular has received
little academic investigation. Yet, pricing has a huge impact on financial results, both in absolute terms and
relative to other instruments of the marketing mix. To objective of this paper is to present a comprehensive
framework for pricing decisions which considers all relevant dimensions and elements for profitable and
sustainable pricing decisions, the theoretical framework is illustrated by a case  useful  for  guiding   new 
product  pricing   decisions   as   well   as   for implementing price-occasioning strategies for existing products.
The practical application of this framework is by a case study involving the pricing decision for a major product
launch at a global chemical company.

Harry Nystrom, (2003) product development strategy an integration of technology and marketing although it
seems obvious that a new product development strategy must bring together marketing. Although it seems and
R&D strategies, the conceptual  development of marketing and  R&D  strategies  has  in  relative isolation.
More than ten years ago when Professor Harry Nystrom began his LO]]I program on product development in
Swedish firms.
He realized that the isolation wasn’t a point of view. He began to construct a conceptual framework for
analyzing product development strategies that incorporated many more variables than had traditionally been
considered the latest set offers in the research program is four pulp and papa” companies. They KB mature
process industries, quite unlike the earlier study firms, yet many of the same propositions fro, the earlier
researches still hold. In this article, professor Nystrom presents the most recent version of his framework to
heap managers develop an integrated product development strategy.

All A Yassine Luke a Wissmann, (2008). The implications of product architecture on the firm product
architectures defines the functional requirements within a product system, maps these requirement to physical
elements or subsystems, and describes the interaction between these Wacoal elements. In spite of the diverse
literature on the topic, it is clear that the implications on their tow not been clearly outlined. In attempt to fill
this void this paper offers a framework for the vast amount of existing literature relevant of product architecture
and summarizes the managerial implications. The proposed framework classifies the impact of product
architecture on the firm along tow dimensions. “Fact of the firm” “what is managed” the facet dimension
indicates which system element a piece of research considers and the second dimension categorizes how value
is created by the facet. The key domains are surrounding product architecture.

Francis M. UIgado Moonkyu Lee (2008) the Korean versus American marketplace; Consumer reactions to
foreign products, the Republic of Korea recently became one of the  member countries  Organization of
Economic I Cooperation and development (OECD). Such developed ratio requires Korea to open its consumer
goods and financial markets. As a more open Korean becomes increasingly attractive to foreign manufacturers
and investors, it is critical for Marketers to understand how Koreans consumers perceive and evaluate imported
goods. The examines how Koreans in comparison with Americans react to foreign made products. Kush’s of the
study show that both Korean and US consumers, in general, relied heavily on intrinsic attributes of products as
me basis for their evaluations of the product quality. Koreans considered country of manufacture information as
equally important. However, when they determined their purchase intentions, neither Koreans nor valued
country labels of the products; they again used product attribute information. The implications of the results of
foreign marketers in Korea are discussed.

George G. Panigyrakis, (1999), Brand managers in the pharmaceutical industry are they any is paper examine
the brand managers’ characteristics and their role in the pharmaceutical industry. It identifies the similarities
and differences of that role with the role of brand managers working in the fast-moving consumer goods
industry. In particular, this study investigates brand managers. Duties, by analyzing their perceived involvement
in activities relevant 60 market analysis, planning, implementation, evaluation and training and strategic and
practical decision making. The results proved that brand managers working in various sectors have a co-
coordinating role and that their involvement in the strategic decision of their brands is still Ltd. They aiso
indicated dissimilarity in the perceived job responsibilities between the two industries.

Meredith B. Rosenthal! Ernst R.Berndt, Julie M. Donohue, Arnold M. Epstein, and Richard G frank, (2008)
demand effects of recent changes in prescription drug promotion the release of clarified Food and Drug
Administration (FDA) guidelines and independent changes in consumer behavior provide an opportunity to
study the effects of Direct To- Consumer Advertising (DTCA) in the prescription drug market alongside the
effects of various physician-oriented promotions. We examine the effects of DTCA and detailing for brands in
five therapeutic classes of drugs, using monthly aggregate US data from August 1996 through December 1999.
In terms of impact of DTCA on demand, we provide evidence on tow issues (1) do increases in DTCA increase
the Market size of an entire therapeutic class? And (2) does DTCA increase within-class 22 market share of
share of advertised drugs? Our findings suggest that, for these classes of drugs, DTCA has been effective
primarily through increasing the size of entire class. Overall, we estimate that 13 to 22 percent of the recent
growth in prescription drug spending is attributable to effects of DTCA.
 HISTORY
Dr. S.K Burman started Dabur in 1884 as a small pharmacy. Initially, he prepared Ayurvedic
medicines to treat diseases like malaria, plague and cholera that had no cure during that period. It was his
dedication, commitment and empathy that made Dabur a renowned name among the masses. And today, after
more than 120 years, Dabur is known for its trustworthiness more than anything else.
During this passage of time, Dabur went through several structural and strategic changes to
maintain its market strength. The real mass production started in 1896. Early 1900’s saw Dabur emerge
as the first company to provide health care through scientifically tested methods. It achieved significant
improvements after setting up Research and Development centers and manufacturing automation. The
launch of Dabur’s Amla hair oil and Chyawanprash was a boon to the expanding business. To keep up
with the times, Dabur computerized its operations in 1957. It’s Dant Manjan and digestive tablets were
widely accepted as well.
However with a large product portfolio in the market, Dabur had to maintain operational efficiency.
To make sure it adjusted to the business environment it became a public limited company in 1986
followed by diversification in Spain in 1992. A major change came when Dabur came up with its IPO in
1994. Because of its position, Dabur’s issue was 21 times oversubscribed. Dabur further divided its
business into three separate groups:
 Health Care Products Division
 Family Products Division
 Dabur Ayurvedic Specialties Limited
In 1998, for the first time in the history of Dabur, a non-family member took charge. Dabur handed
over the operations to professionals. Successful implementation of procedures, timely changes and
maintaining its essence, Dabur achieved its highest-ever sales figure of Rs 1166.5 crore in 2000-01.
As FMCG sector was struggling with the slow growth in the Indian economy, Dabur decided to take
numerous strategic initiatives, reorganize operations and improvise on its brand architecture beginning
2002. It decided to concentrate its marketing efforts on Dabur, Vatika, Anmol, Real and Hajmola to
strengthen their brand equity, create differentiation and emerge as a pure FMCG player recognized as a
herbal brand. This was chosen after a study with Accenture, which revealed that Dabur was mainly
perceived as a Herbal brand and connected more with the age group above 35.
Also, larger retailers were making their foray into the FMCG market. Apart from HLL, P&G,
Marico and Himalya, ITC was also posing a challenge. The supply chain of Dabur was becoming
 complex because of the large array of products. Southern markets share in the sales figure was
negligible. These factors posed a threat to Dabur and hence small changes were not enough.

VISION , MISSION AND PRINCIPLE

MISSION:
To maximize shareholder’s value, by offering superior quality nature based products, that contributes in
improving consumer’s life in Personal care, Health Care and foods.

VISION:
“HEALTH  AND  WELL  BEING  OF  EVERY  HOUSEHOULD”

Dabur is a company with a set of established business values, which direct it's functioning as well as all
its operations. The guiding forces for Dabur are the words of its founder, Dr.S. K. Burman,
"What is that life worth that can not give comfort to others."
The Company offers its customers, the products to suit their needs and give them good values 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 materials but also an inspiration and the company is committed to product the
ecological balance.
After the successful implementation of the 4-year business plan from 2002 to 2006, Dabur has launched another
plan for 2011. The main objectives are:
 Doubling of the sales figure from 2006
 The new plan will focus on expansion, acquisition and innovation. Although Dabur’s international business has
done well — growing by almost 29 per cent to Rs.292 crore in 2006-07, plans are to increase it by leaps and
bounds.
 Growth will be achieved through international business, homecare, healthcare and foods.
 Southern markets will remain as a focus area to increase its revenue share to 15 per cent.
With smoothly sailing through its previous plans, this vision seems possible. Time and again, Dabur has
made decisions that have led to its present position. However, if Dabur could be more aggressive in its
approach, it can rise to unprecedented levels.

PRINCIPLES
OWNERSHIP:
This is our company. We accept responsibility and accountability to meet business needs.
PASSION FOR WINNING:
We all are leaders in our responsibility, with a deep commitment to deliver the results. We are determined to be
the best at doing what matters the most.
PEOPLE DEVELOPMENT:
People are our most important asset. We add value through result- driven training and we encourage rewards
and excellence.
CONSUMER FOCUS:
We have superior understanding of consumer needs and develop products to fulfill their demands.
INNOVATION:
Continuous innovation in products and processes and is the base of our success.
 CHAPTER-2

EVOLUTION OF THE COMPANY

EVOLUTION:
MILESTONES OF SUCCESS

è 1884 Birth of Dabur

Dr. S. K. Burman launches his mission to make health care products in Calcutta.

è 1896 Setting up a manufacturing plant

With growing popularity of Dabur products, Dr. Burman expands his operations by setting up a
manufacturing plant for mass production of formulations.

è EARLY 1900s Ayurvedic medicines

Dabur enters the specialised area of nature-based Ayurvedic

medicine,  for which standardised drugs are not available in the market.
è 1919 Establishment of research laboratories

The need to develop scientific processes and quality checks for mass production of traditional Ayurvedic
medicines leads to establishment of research laboratories.

è 1920 Expands further

Dabur expands further with new manufacturing units at Narendrapur and Daburgram. The distribution of
Dabur products spreads to Bihar and the North-East.

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

Dabur becomes a full-fledged company - Dabur India (Dr. S. K. Burman) Pvt. Ltd.
è 1972 Shift to Delhi

Dabur's operations shift to Delhi. A new manufacturing plant is set up in temporary premises in
Faridabad on the outskirts of Delhi.

è 1979 Sahibabad factory / Dabur Research & Development Centre (DRDC)

Commercial production starts in the new Sahibabad factory of Dabur, one of the largest and best
equipped production facilities for Ayurvedic medicines. Launch of full-fledged research operations in
pioneering areas of health care with establishment of the Dabur Research & Development Centre
(DRDC).

è 1986 Public Limited Company

Dabur becomes a Public Limited Company. Dabur India Ltd. comes into being after reverse merger with
Vidogum Limited.
è 1992 Joint venture with Agrolimen of Spain
Beginning a new chapter of strategic partnerships with international businesses, Dabur enters into
a joint venture with Agrolimen of Spain. This new venture is to manufacture and market
confectionery items in India.

è 1993 Cancer treatment

Dabur enters the specialised health care area of cancer treatment with its oncology formulation plant at
Baddi in Himachal Pradesh.

è 1994 Public issue

Dabur India Ltd. raises its first public issue. Due to market confidence in the Company, shares issued at
a high premium are oversubscribed 21 times.

è 1996 3 separate divisions

For better operation and management, 3 separate divisions are created according to their product mix -
Health Care, Products Division, Family Product Division & Dabur Ayurvedic Specialities Limited.

è 1997 Foods Division / Project STARS

Dabur enters full-scale in the nascent processed foods market with creation of a Foods Division. Project
STARS (Strive to Achieve Record Successes) is initiated to give a jump-start to the Company and
accelerate its growth performance.

è 1998 Professionals to manage the Company

 With changing demands of business and to inculcate a spirit of corporate governance, the Burman
family inducts professional to manage the company. For the first time in the history of Dabur, a non
family professional CEO sits at the helm of the company.

è 2000 Dabur India Ltd’s turnover crosses the Rs 1,000 Croremar

Dabur establishes its market leadership status with a turnover of Rs.1,000 crores. From a small
beginning and upholding the values of its founder, Dabur now enters the august league of large
corporate businesses.

è 2003 Dabur demerges Pharma Business

Dabur India approved the demerger of its pharmaceuticals business from the FMCG business into a
separate company as part of plans to provide greater focus to both the businesses.

è 2005 Dabur aquires Balsara

As part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene and Home products
businesses, a leading provider of Oral Care and Household Care products in the Indian Market, in a INR
143 Crore all cash deal.

è 2005 Dabur announces Bonus after 12 years

 Dabur India announces issue of 1:1 bonus share to its shareholders (i.e. one share for every one share
held.)

è 2006 Dabur crosses $2bn market Cap, adopts US GAAP

è Dabur India crosses the $2 billion mark in market Capitalisation. The company also adopted US GAAP

in the line with the commitment to follow Global Best Practices and adopt highest standards of tran 2006
Approves FCCB/GDR/ADR up to $200 million

Moving forward on the inorganic growth path Dabur India decides to raise upto $200 million from the
international market through bonds, FCCBs, GDR, ADR, QIPs or any other securities.

è 2007 Celebrating 10 years of Real

 Dabur Foods unveils the new packaging and design for Real on the occasion of 10 years completion of
the brand. The new defined modern look depicts the natural goodness of the juice from freshly plucked
fruits.

è 2007 Foray into organised retail

Dabur India announces its foray into the organised retail business through a wholly-owned subsidiary,
H&B Stores Limited. Dabur goes on to further invest INR 140 Crores by 2010 to establish its presence
in the retail market in India with a chain of stores on the Health & Beauty format.

è 2007 Dabur Foods Merged With Dabur India

Dabur India decides to merge its wholly owned subsidiary Dabur
Foods Limited with itself to exact synergies and unlock operational efficiencies.

è 2008 Acquires Fem Care Pharma

Dabur India acquires Fem Care Pharma, a leading player in the women skin care market. Besides an
entry into the high growth skin care market with an established brand named Fem, this transaction also
offers Dabur a strong platform to enter newer product categories and markets.

è 2009 Dabur Red Paste joins 'Billion Rupee Brand' club

 Dabur Red Paste becomes Dabur's 9th billion rupee brand by crossing the billion rupee turnover mark
within 5 years if its launch.

è 2010 Dabur makes its first overseas acquisition

Dabur makes its first overseas acquisitions by buying Hobi Kozmetik Group, a leading personal care
products company in Turkey, for $69 Million. This is followed in succession by the acquisition of 100%
equity in Namaste Laboratories LLC of the US for $100 Million.

è 2011 Dabur enters professional skin care market

 Dabur enters professional skin care market with the launch of Oxylife Professional Facial Kit, created
exclusively for professional use. The range is further expanded with the launch of facials and a body
bleach under the brand Fem.

è 2011 Dabur India acquires 30-Plus from Ajanta Pharma

Dabur India Limited acquires Ajanta Pharma's over-the-counter brand '30-Plus'

è 2012 Dabur crosses Billion-Dollar Turnover Mark

Dabur India Ltd. surpasses the billion-dollar turnover mark during the 2011-12 fiscal to end the year on
a high note with net sales of INR 5283.17 Crores.

è 2013 Market Capitalisation crosses the $5-Billion mark.

è 2015 Brand Real, Vatika and Amla cross the Rs. 1,000 Crore turnover mark
è 2016 Dabur Gulabari and Dabur Lal Dant Manjan clock a turnover of Rs. 100 Crore each
sparency and governance.
PRODUCT PORTFOLIO
Food & Beverages
1. Real Juice             
2. Chyawanprash     
3. Dabur Honey
4. Hajmola                 
5. Glucose-D

Consumer Products
1. Dabur Amla         
  2.Dabur Vatika               
3.Fem
4.Uveda                   
  5.Dabur Red                  
    6. Dazzl
7. Odomos               
  8. Odonil                       
     9. Odopic
10. Sanifresh           
  11. Babool                        
  12. Meswak
13. Promise
 CHAPTER-3

DIFFERENT TYPES OF
ANALYSIS
 SWOT ANALYSIS

1. Products present in over 60 c0untries and distribution through 5000

distributors and 2.8 million outlets
2. Strong Brand Image and Product Development Strength
3. Strong Distribution Network and an Extensive Supply Chain 
4. It has welfare activities in health care, education and other socio-
economic activities
Strengths 5. Has focus markets in GCC, Egypt, Nigeria, US, Nepal etc

1. Fake products sold under the name of their brands

2. Dabur products has stiff competition from big domestic players and
Weaknesses international brands

1. Tap rural markets and increase penetration in urban areas

2.Mergers and acquisitions to strengthen the brand
Opportunities 3.Increasing purchasing power of people thereby increasing demand

1. Intense and increasing competition amongst other FMCG companies

2.FDI in retail thereby allowing international brands
Threats 3. Competition from unbranded and local products
PESTEL ANALYSIS

1.POLITICAL FACTORS:

Government intervences : Government support the industry to expand & to export it's products & to
grow.

Trading policies : Trading policies are also favourable for dabur company so it can export it's products & it
also help him to expand & to grow.

2.ECONOMIC FACTORS :

Consumer focus : they are continuously focussing on analysing the consumer needs &develop products to
fulfill there needs. This is the main reason for the growth of Dabur company.

Living standard : Rise in the living standard of people have increased their production level, & produce
high quality & variety of products.

National income : National income is important factor as if affect the growth of the organisation. If per
capita income is more the amount spend will be more & if it will be lower the amount spent will be less.

Inflation rate : Inflation means the rise in the value of all the product in the economy, if inflation rate is
higher the cost of products will be higher & if inflation rate is lower the cost of product will be lower. This
directly affect the growth of the organization.

3.SOCIO-CULTURAL FACTORS :
Demographics : Demographics is the study of human population in the economy. It helps the organzation to
divide the markets in different segments to target a large of customers. For Example- according to race, age,
gender, family, religion, & sex.

Distribution of income : This shows that how income is distributed in the ecconomy. It directly affect the
purchasing power of the buyers. And ultimately leads to increase or decrease in the consumption level of the
products.
Consumerism : This indicates that a large number of options are available while purchasing of goods to
consumers, so the choice becomes easy & quality products can be choose by consumers. So while purchasing a
consumer have different choices to select product according to his needs.

Education levels : Education is one of the most important factor which influence the buying power of
consumer, while selecting a particular good a consumer should know all it's features so it can differentiate them
with another products.

Law affect social behaviour : Different laws are made by the government to safe guard the rights of
consumers. For example- Consumer protection act, this law indicates that a consumer can file a case against a
seller if he finds that he is cheated.

4.TECHNOLOGICAL FACTORS :

Discoveries & innovation : Continuous innovation in products & processes is the basis of there services.
They provide consumers with innovative products within easy reach Build a platform to enable Dabur to
become a global ayurvedic leader.

Advancement in technology : Focus on growing there core brands across categories, reaching out to new
geographies, within and outside India, and improve operational efficiencies by leveraging technology.

Automation : Change in technology will leads to automation, this means that with new technology labour
required is less as machines are automatic. All the works are done automatically by the machines as earlier it is
labour oriented. Now all the work is machine oriented.

Obselete rate : Day-by-day new inventions are made so the rate of obselete is higher, as in Computer
LAPTOPS have replaced the PC. This shows that the technology becomes obselete very fast.

Research & development : This department plays a vital role in the development of the organization. As
this department always do research that what are the demand of the markets & how to make advancements so
the organization can survive in the competitive world.
5.ENVIRONMENTAL FACTORS :

Environment regulations : The preferred company to meet the health and personal grooming
needs of there target consumers with safe, efficacious, natural solutions by synthesizing the

deep knowledge of ayurveda and herbs with modern science.

Environmental protection : Responsible company to protect Ecological system & use Eco-friendly

products.

6.LEGAL FACTORS:

Companies law : The company fulfill all the Company law requirement so as to grow & develop & to
sustain in the compitative market.

Employment law : Employment law provides equal opportunities to every citizen to work & earn his
livelihood. It provides equal opportunities to every citizen.

Consumer protection : This law helps to protect the rights of consumers & he can file a case against seller
if he find that he is cheated.

Industry-specific regulations : These laws are related to industry for example- no industry can establish
in between cities i.e. it should be outside the cities.
 CHAPTER-4

MARKETING MIX
 4P’s of Marketing Mix

1. Product

Dabur is committed in offering its customers products that are of excellent quality and are herbal. Their mission
is in providing goods that prove healthy for its customers, as health is wealth. Nature provides inspiration to all
its products. Dabur deals in many categories of merchandises like oral care, hair care, skin care, food products,
and health-care and home-care products.
In1940 Dabur launched Dabur Amla Hair Oil and even today, it is one of the leading products of the company.
In 1949, it gave the world Dabur Chyawanprash. From children to the old-age group it is the favorite of every
generation.  In 1970, Dabur added Oral products like Dabur Lal Dant Manjan to its portfolio. Hajmola tablets
and Hajmola candy were introduced in the market in the year 1978 and 1989 respectively.
In1994 Dabur became the world’s second company to enter the market for anti-cancer medicines. Its research
and foundation team helped in developing a drug thatis extracted from the Asian Yew tree leaves. This eco-
friendly process is unique and one of its kind. Its health products include Dabur’s Honitus Cough Syrup, Dabur
Active Blood Purifier for women, Dabur Shankha Pushpi to enhance the memory, Dabur Balm Strong for
headache and Shilajit Gold for rejuvenation.
In 1996, it stepped in the food market for the first time with the launch of Real Fruit Juice and later introduced
cooking paste, homemade pappad, coconut milk and tomato puree.  Its skin products, under the name
‘Gulabari’, include Rose water, Moisturizing cream, Face freshener, Moisturizing lotion and under the name,
‘Fem’, include Pink bleach, Gold bleach, Blue bleach, Herbal bleach, Liquid hand wash and Hair removing
cream.

2. PRICE:

Price is normally expressed in monetary terms. It is worth of a product or service in monetary terms. Price is
the value which a buyer passes on to the seller in lieu of the product or service provided. Price is a crucial
determinant of the fact whether the exchange between the buyer and seller should materialize or not. While
pricing the products three main factors should be kept in mind -:
1. Cost
2. Competition
3. consumer demand
Pricing Strategies of Dabur
 Dabur has stepped up the pace of new product launches and is investing ad spend and marketing. The entire
product portfolio is also tweaked to include premium offerings such as more variants under almost every
category, like Dabur Vatika Hair Oil is available in 3 different versions.
Dabur is today seen as far more proactive in the market. Dabur is now an external oriented company. Across
the whole organization the company have one definition of winning, and that means not just growing, but
growing completely. Over the last two years, Dabur has maintained its operating margins through judicious
price hikes across products and reduction in pack sizes.
The three main factors affecting the pricing strategies have been discussed below -:
 I.COST
One of the most important factor to take care while pricing is the cost costs set the floor for pricing
decisions. There are two types of cost variable cost and fixed cost. It is important that the price should
recover all costs including a fair return for undertaking the marketing effort and risk.
II.COMPETITION
Competition is another important consideration while pricing. When a firm does not face any competition it
can enjoy complete freedom in fixing its price. But when there are competitors selling the same or similar
products, the pricing freedom is considerably reduced. Its price must fall in line with the competitors.
Similarly Dabur India Limited also has many competitors. But Dabur’s top selected competitors are:-
1. Hindustan Unilever Limited
2. Proctor and Gamble
3. Pepsi co.
4. Colgate Palmolive
5. Godrej Industries
6. Marico Ltd.   etc.

III.CONSUMER DEMAND
Dabur learned that the majority of Indian population tends to go towards the Indianised natural and herbal
products thus they made it their USP. Dabur is efficiently leading the market with this product range,
providing the customers with special products easily.

3.PLACE:

Place in the context of marketing mix refers to a set of decisions that need to be taken in order to make
the products available to the customers for purchase and consumption. Making the products available to the
customers require development of channels of distribution and physical distribution of products.
CHANNELS OF DISTRIBUTION

A channel of distribution refers to the path taken by the goods in their movement to the customers. For
instance, the toothpaste we use is manufactured in the factory of a company Dabur. But before it reaches us it
passes through the hands of many middlemen who help it come to you in right time, at right place and in right
quantity.
Dabur’s distribution network is recognized as one of its key strengths. Its focus is not only to enable
easy access to our brands, but also to touch consumers with a three-way convergence - of product availability,
brand communication, and higher levels of brand experience.
A Diagram explaining the channels of Distribution is given below
The diagram 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 then
placing the order. From here the goods finally reaches to Customers. Customer purchases the product from
retailers.
4. PROMOTION :

Once the product has been manufactured, priced rightly and is distributed, the next task of the marketer is to
inform potential customer about the product and persuade them to buy the same. The promotion element of
marketing mix is concerned with activities that are undertaken to communicate with both customers and
participants in the channel of distribution such that sales goals are realized. There are different promotional
activities like-: Advertising, Sales promotion, trade promotion, personal selling etc. but one of the most
convenient and effective one that most of the industries uses is the Advertising and Sales Promotion.

Advertising
Advertising is a form of communication that typically attempts to persuade potential customers to purchase
or to consume more of a particular brand of product or service. Many advertisements are designed to generate
increased consumption of those products and services through the creation and reinforcement of "brand image"
and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages, including television, radio, cinema,
magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising
agency on behalf of a company or other organization.
Dabur has created the huge brand image and a vast product following by associating mega-names like
Amitabh Bachchan, Rani Mukhurjee, Vivek Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on the
advertising of Real “Fruit Juice” and “Real Active”. So far the company has been successful in this mission as
the people now know the brand and ask for its products by name.

Sales promotion
“An activity designed to boost the sales of a product or service. It may include an advertising campaign,
increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations
or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling,
telemarketing, personal letters on other methods”.
In marketing, sales promotion is one of the four aspects of promotion. (The other three parts of the
promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-
personal promotional efforts that are designed to have an immediate impact on sales.
Sales promotion involves short-term incentives to encourage buyers to purchase a product. It's aim is to
encourage immediate purchase of a product. If used too often however, sales promotion can create a situation
where consumers will not buy unless there is a bonus offer. This will result in loss of profit for the company.
More than any other element of the promotional mix, sales promotion is about “action”. It is about
stimulating customers to buy a product. It is not designed to be informative – a role which advertising is much
better suited to.

Sales promotion can be directed at:-

•The ultimate consumer (a “pull strategy” encouraging purchase)
•The distribution channel (a “push strategy” encouraging the channels to stock the product). This is usually
known as “selling into the trade”

SALES PROMOTIONAL TOOLS OF DABUR FOODS

 Price promotions
 Coupons
 Gift with purchase
 Competitions and prizes
 Money refunds
 Point-of-sale displays
 Free samples
 Contest /demos
 Festival Sales
 Retailer coupons
 Multi-packs
 Special price for twos
 Allowances for additional shelf space
 Merchandising
 Sales contest
 Incentives
 Awards & prizes
 Premium gifts
 Sales Meetings
 Samples/product sampling
 Contests & Sweepstakes
 Exchange Offers/buyback
 Refund / Rebate
 Price / Bonus Packs

PROMOTIONAL SCHEMES USED FOR STOCKIEST

 Encourage stockiest to participate in displays and sales contests.
 Higher Margins: Tries to give higher margins to stockiest so that they don’t loose interest in the product
and can earn good profits after meeting all the expenses.
 Sales Contests: Sales contest are held annually and whichever stockiest has the best sales record a prize is
given to him, like free holiday to the family etc.
 Allowances: Special allowances are given to both stockiest and stockiest sales man if they achieve their
monthly target.
 Subsidy for Promotion Budget: Company gives subsidy to the stockiest, who spend some money on the
promotional schemes, like conducting a sampling activity.
 Danglers and Posters: Company gives posters and danglers to stockiest which are further pasted and
distributed by stockiest sales man.
  Training: Special Training is given to Stockiest Sales Man, a training workshop is organized by the
company for stockiest sales man so that they don’t face any problem while placing their products and
taking orders from retailers.
 Annual Gathering: All the stockiest meet under one roof at least once a year and then the stockiest
whose performance was best in term of sales is awarded.
 Fun Trip: A zone wise fully paid fun trip is organized by the company for all the stockiest once a year.
 Gathering While Launch of New Products: All the stockiest and their sales man gather when there is a
launch of a new product. Company gives free samples & gifts to stockiest and their sales man.
 Special Trade Schemes: Special trade schemes like two SKU free with the 12 SKU.
 Free danglers and posters for publicity.
 Buyback: Dabur foods have a scheme of replacement of products which gets expired.

PROMOTIONAL SCHEMES USED FOR RETAILERS

 Trade allowances: Short term incentives are offered to induce a retailer to stock up more dabur products.
 Dealer loader: An incentive given to induce a retailer to purchase and display the products of dabur. 
 Trade contest: A contest to reward retailers those sells the most product of dabur foods and after a specific
period they are rewarded.
 Point-of-purchase displays: Extra sales tools given to retailers by dabur to boost sales, like danglers,
posters, banners etc helps in promoting sales.
 Push money: Also known as "spiffs". An extra commission paid to retail employees to push products. This
kind of practice dabur hardly follows.
 Free samples: Dabur foods gives free samples are given to retailers so that they can try that product if the
product is new, or gives some discounts.
 Demos: Special demos are given to retailers and even some stands, fridge are given by retailers.
 Discount Sales: Some special discounts are given to retailers from time to time, like 1% cash discounts if
payment is made in cash.
 Retailer Coupons: Dabur gives some coupons like free lunch for family etc if the retailer buys and sells a
specific amount of products.
 Higher Margins: Retailer has the highest margins and dabur foods also have the same criteria, and retailer
can further sell the dabur product to consumer at discount keeping his margin safe.
 Allowances for additional shelf space: Company as such does not pay anything to retailer but gives some
additional benefits for giving them shelf space which is visible to customer when ever they enter the shop.
 Merchandising Allowances: Allowances are given to Stockiest sales man for merchandising dabur
products. When ever the Stockiest sales man goes to take orders then he also merchandises dabur products.
 Bonus Packs: Time to time dabur gives bonus packs to retailers like buy 10 get 2 free with that.
 Trade Allowance: Dabur comes with different types of trade discounts from time to time, like sometime
price discounts, sometimes gifts etc.
 Free goods: Dabur gives free goods on the purchase of specific number of goods.
 Cash Rebate: Generally cash rebate is given by stockiest if retailer makes the payment in cash at the time
of purchase.
 Product sampling: Dabur organizes sampling activities for its products which are new, these activities are
generally at the place where footfall is very high.
 Displays: Dabur tries to give special displays to the retailers, so that they can display their products on that.
 Point-of-Purchase Material: POP material is available in the form of stickers, banners, displays, posters,
signs, streamers, etc. put up inside and outside the stores & other possible purchase locations.

PROMOTIONAL SCHEMES USED FOR CONSUMERS

 Price deal: A temporary reduction in the price is given to consumer during some festival session by dabur
foods.
 Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same
price (for example, 25 percent extra).
 Coupons: Dabur foods gives coupons during different sampling activities to consumers and it have
become a standard mechanism for sales promotions.
 Loss leader: Dabur foods temporarily reduce the price of its popular product in order to stimulate other
profitable sales.
 On-shelf coupons: Coupons are present at the shelf where the product is available.
 Rebates: Consumers are offered money back, rebate at different point of time.
 Contests/sweepstakes/games: if a customer wins some game or contest at the time of sampling activities
then they are given a discount coupon of products of dabur foods.
 Point-of-sale displays: Displays helps the consumer easily recognize their products, dabur keeps a special
check on the displays and merchandising of dabur products.
  Sampling Activities: Dabur organizes different sampling actives at different retail outlets.
 Gift with purchase: Dabur foods gives gift items with purchase like a glass, spoon etc.
 Money Refunds: Customer can claim for refund of money if they face some problem with the product
 Contest /demos: There are different contests where customers play games and win contests.
 Festival Sales: Dabur foods come out with some special offers during festival seasons like buy one get one
free.
 Multi-packs: Dabur foods has some products in multiple packaging which are comparatively priced lower
to the products sold in a single pack.
 Trade Fairs & exhibitions: Here dabur foods displays all range of its products, making it easier for
customers to know about product line and choose the best out of that.
 Customer feedback: dabur foods consider its customer most important and in case of any complaint by
customer the foods department will leave all its important work and will contact the customer.
Contact points: Customer can contact dabur foods by writing the mail or letter on the addresses given at the
back of dabur products

MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage.
Marketing strategy consists of the analysis, strategy development, and implementation activities in:
“Developing a vision about the market(s) of interest to the organization, selecting market target strategies,
setting objectives, and developing, implementing, and managing the marketing program positioning strategies
designed to meet the value requirements of the customers in each market target”.
Strategic marketing is a market-driven process of strategy development, taking into account a constantly
changing business environment and the need to deliver superior customer value. The focus of strategic
marketing is on organizational performance rather than a primary concern about increasing sales. Marketing
strategy seeks to deliver superior customer value by combining the customer-influencing strategies of the
business into a coordinated set of market-driven actions. Strategic marketing links the organization with the
environment and views marketing as a responsibility of the entire business rather than a specialized function.
Because of marketing’s boundary orientation between the organization and its customers, channel
members, and competition, marketing processes are central to the business strategy planning process. Strategic
marketing provides the expertise for environmental monitoring, for deciding what customer groups to serve, for
guiding product specifications, and for choosing which competitors to position against. Successfully integrating
cross-functional strategies is critical to providing superior customer value. Customer value requirements must
be transformed into product design and production guidelines. Success in achieving high-quality goods and
services require finding out which attributes of goods and service quality drive customer value.

CHAPTER-5

RESEARCH AND
METHODOLOGY
 RESEARCH AND METHODOLOGY
Research is an art of scientific investigation that means “A careful investigation or inquiry especially through
search for new facts in any branch knowledge .’’ Redman and Mory define research as a “Systematized efforts
to gain new knowledge.’’ It has helped in knowing the significant impact of market segmentation on the FMCG
and what changes are going to be there in the future related to the marketing segmentation for the FMCG
companies. The study has helped to identify what needs to be done while segmenting the market by FMCG
companies. To study that the following research design was chosen.
Universe: The universe is all the customers of the FMCG companies mainly Hindustan Unilever Limited,
Procter & Gamble, ITC Limited, Dabur Ind India Limited, and Godrej.
Locale: The research has been carried out in Punjab and Chandigarh. The first reason was that the researcher is
born and lived in this region, and was having knowledge about the major aspects of this region. Secondly, this
region was best suited for the studying the existing segmentation i.e. Demographic, Physiographic, Geographic,
Behavioural etc. that can help in knowing what FMCG companies need to do. This has helped in minimizing
the biasness.
Sample: To meet the objective of the study the researcher has selected 500 customers using random sampling
technique, which were taken from the Punjab 57 and Chandigarh region considering FMCG companies mainly
Hindustan Unilever Limited, Procter & Gamble, ITC Limited, Dabur India Limited and Godrej.
Data Collection: Data has been collected from both primary sources and secondary sources. Secondary data
has been collected from company reports, company surveys, journals, trade bulletins, internet and other
published sources. The primary data has been collected from the respondents by a structured questionnaire. A
few customers whom the researcher has felt were very important in the process; an unstructured interview was
carried out.
Data Analysis: The data collected from primary and secondary sources was coded and then tabulated with
various tabulation methods, as per the researcher’s requirements. Then traditional statistical tools and modern
tolls like IBM PASW 18 and IBM SPSS 19 were used to analyze the various forms of data.
AYURVEDIC RESEARCH
 Standardization of herbs and finished products
 Validation of the processes
 Formulation development taking lead from ayurveda
 Development of new formulations of existing and new molecules
 Parental formulations development
 Compatibility and shelf life studies

PHYTOPHARMACEUTICALS
 Isolation of existing and new therapeutic ingredients from natural sources
 Extraction technologies
 Processes development and transfer of technology
 Biotechnology
 Tissue culture of medical plants specially endangered ones
 Cell and callus culture

ANALYTICAL
 Protocols and methods development for natural and synthetic methods
 Bio equivalence studies of pharmaceutical dosage forms
 Reaction monitoring of synthetic chemistry process
 Marker compound testing as a tool for standardization of botany
 Synthetic chemistry
 Synthesis of known and new molecules and intermediaries
 Process development

ARGONOMY
 Agro-technology development for medical plants
 Micro-propagation of medical plants
 Cultivation of quality planting material through greenhouse technique
 Personal care products
 Developement of hair and skin care products
 Oral care product development
 Ayurvedic medical oil development
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, attitude, preference,or buying behavior
can often find out by asking individuals directly. The major advantage of survey research is it’s flexibility. It
can be used to obtain many different kinds of information in many different situations.

CONTACT METHOD:
Personal individual interview method was opted for this research work and is 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 view of respondents. The use of tables, charts and diagrams had been made to present the data in
the analysis form.
 CHAPTER-6

AWARDS AND
ACHIEVEMENTS
 AWARDS AND ACHIEVEMENTS

1. Dabur ranked 182 in the ET-500 list Of India Inc's Heroes

2. Dabur ranked 7th Most Respected Company in the Fast Moving Consumer Goods space in India

3. Dabur ranked among Top 10 Best Companies to Work For in the Consumer Goods and Durables
sector

4. Dabur ranked 45 among Most Trusted Brands In India, according to Brand Trust Report, India
Study, 2011

5. The Burman family, promoters of Dabur, ranked 20th in Forbes' 'The 100 Richest Indians' list

6. Dabur listed among the enterprises that are

'Doing India Proud' in Limca Book of Records
2010

7. Dabur ranked 200 in the Fortune India 500 list

That ranks India's 500 largest corporations

8. Dabur India Ltd ranked as India's Most Customer Responsive FMCG Company

9. Dabur Chyawanprash Immune India Campaign and Dabur Glucose-D Ace of Pace

bag international Promotion Marketing Award of Asia 2010
 Strategic Intent

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

 RECOMMENDATIONS

è Focus on growing core brands across categories.

è Reaching out to new geographies areas.

è Improve operational efficiencies by leveraging technology.

è Be the preferred company to meet the health and personal grooming needs of our target consumerswithsafe,
efficacious, natural solutions by synthesizing the deep knowledge of ayurveda and herbs with modern
science.

è Provide consumers with innovative products within easy reach.

è Vatika hair care centre: On the lines of Marico’s Kaya Skin Clinic, Dabur could start a venture called
Vatika hair care centre which would provide total hair care solutions. It could have hair care experts to solve
hair problems.Services could include dandruff treatment, straightening of hair, treatment for split ends,etc.

è Position Dabur Chyawanprash as not more of a medicine but as something which is necessary for health.

è More initiatives like “ Dabur ki Deewar” to increase brand visibility. It is an initiative to occupy shelf
space.
 CHAPTER-7

CONCLUSION
 CONCLUSION

It was really a very great experience to study this FMCG Company “Dabur India Limited”. After going into all
its aspects i.e.  its marketing strategies, policies, pricing strategies etc. we can conclude that the company is
excellent on all the fronts. The company’s different projects like Sundesh and its social initiatives in Nepal etc.
indicates that the company is also loyal towards the society, and all such social responsibilities are very
necessary to build a strong customer base and brand loyalty
Through its comprehensive range of products it touches the lives of all consumers, in all age groups, across all
social boundaries. And this legacy has helped them develop a bond of trust with our consumers. That guarantees
us the best in all products carrying the Dabur name. Dabur has Strong distribution network. Dabur is the Fourth
largest FMCG Company of India. Dabur is one of the most trusted brand.
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