Professional Documents
Culture Documents
Marketing Strategies of Dabur Products
Marketing Strategies of Dabur Products
Submitted to:
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
In partial fulfillment of the require for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
(2018-21)
ACKNOWLEDGEMENT
I express my sincere thanks to Dr. Niraj RBL Saxena, senior professor for giving me
moral support and his kind attention and valuable guidance to me throughout this
course.
Finally, I also acknowledge with deep gratitude, the immense support I received from
my family members who have always encouraged me and have been a source of
While doing the project I visited many companies in NCR region and met many senior
personnel. I would like to extend my special thanks to all of them for sparing their time
PREFACE
PRODUCTS”.
Dabur India Limited is the fourth largest FMCG Company in India with interests in
Health care, Personal care and Food products. Building on a legacy of quality and
experience for over 100 years, today Dabur has a turnover of Rs.2233.72 crore with
powerful brands like Dabur Amla, Dabur Chyawanprash, Vatika,
Hajmola & Real.
In order to gather the most appropriate and accurate data survey was conducted in
various location and markets in NCR Region. 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 CONTENT
Acknowledgement
Certificate of the company from the company supervisor/boss
Table of contents/Index
List of tables, charts and figures
CHAPTER 1
INTRODUCTION
& NATURE OF JOB ASSIGNED
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 Ayurveda to global
frontiers.
Dabur India Limited is the fourth largest FMCG Company in India with interests in Health
care, Personal care and Food products. Building on a legacy of quality and experience for
over 100 years, today Dabur has a turnover of Rs.2233.72 crore with powerful brands like
Dabur Amla, 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. Ayurveda - 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.
CHAPTER 2
INDUSTRY OVERVIEW
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11
12
13
14
15
CHAPTER 3
COMPANY PROFILE
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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:
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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.
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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.
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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.
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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 Intaxel (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 Bongrain of France for cheese
and other dairy products.
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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 Hommade 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.
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OBJECTIVE
VISION
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
products to suit their needs and give them good value for money. The
At Dabur, Nature acts as not only the source of raw material but also an
balance.
23
MISSION
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The caselet provides an overview of brand management strategy adopted by Dabur for its
personal care brand Dabur Vatika. The caselet 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 caselet also examines the objectives and elements that were involved in Vatika’s
brand building exercise.
Marketing strategies
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
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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 product 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
Digestives
Hajmola Tablets
Hajmola Tablets are the first classical Ayurvedic product to be branded and positioned as fun-
Kshudhavardhak Bati, and was branded as Hajmola, a name derived from Hajma which means
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HajmolaCandy
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 flavours besides the regular one.
PudinHara
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
Asafoetida 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
DaburLalTail
The largest baby massage oil in India, it has the goodness of herbs which helps in strengthening
DaburJanmaGhutti
This Ayurvedic preparation helps in strengthening the digestive system of new borns.
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FAMILYCARE 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.
Dabur is the leader in hair care products in India, and has covered almost all the categories of
hair oils.
As a brand has made its mark beyond India and is a leading hair oil brand in middle East and
It is light hair oil that combines the natural hair care properties of lemon and hibiscus.
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.
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ORAL CARE
Dabur Lal Dant Manjan - It is the second largest tooth powder brand of India and the largest in
coloured 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
AYURVEDIC SPECIALITIES
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
Asav Arishtas -
These are medicated decoctions with a self generated alcohol content. Dabur has a range of over
30 Asav Arishtas. Some of the well known ones include Dashmularishta, Drakshasava,
Chumas -
These are finely ground medicinal powders used to treat a variety of ailments ranging from
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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 alongwith certain prescribed durgs are known as medicated oils. These oils
retain the curative properties of herbs and is used for inunction and massage.
PHARMACEUTICALS
Branded Pharmaceuticals -
It includes a range of natural ethical products like New Livfit, Honitus, Ulgel etc. and a range of
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
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FOODS
Launched over two years back, the Dabur Foods range include juices under the brand name Real
and cooking pastes under the brand name Hommade. To give a 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
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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 five leading group companies that conduct their
operations independently:
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MILESTONES TO SUCCESS
Dabur India Ltd. made its beginnings with a small pharmacy, but has continued
to learn and grow to a commanding status in the industry. The Company has gone
a long way in popularising and making easily available a whole range of products
based on the traditional science of Ayurveda. And it has set very high standards
in developing products and processes that meet stringent quality norms. As it
grows even further, Dabur will continue to mark up on major milestones along
the way, setting the road for others to follow.
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1979 - Commercial production starts at Sahibabad, the most modern herbal medicines
plant at that time
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1996 - Enters foods business with the launch of Real Fruit Juice
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Dabur India approved the demerger of its pharmaceuticals business from the FMCG
business into a separate company as part of plans to provider greater focus to both the
businesses. With this, Dabur India now largely comprises of the FMCG business that
include personal care products, healthcare products and Ayurvedic Specialities, while the
Pharmaceuticals business would include Allopathic, Oncology formulations and Bulk
Drugs. Dabur Oncology Plc, a subsidiary of Dabur India, would also be part of the
Pharmaceutical business.
Reinforcing its commitment to nature and its conservation, Dabur Nepal, a subsidiary of
Dabur India, has set up fully automated greenhouses in Nepal. This scientific landmark
helps to produce saplings of rare medicinal plants that are under threat of extinction due
to ecological degradation.
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 Rs 143-crore all-cash deal.
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Dabur India announced issue of 1:1 Bonus share to the shareholders of the company, i.e.
one share for every one share held. The Board also proposed an increase in the
authorized share capital of the company from existing Rs 50 crore to Rs 125 crore.
Dabur India crosses the $2-billion mark in market capitalisation. The company also
adopted US GAAP in line with its commitment to follow global best practices and adopt
highest standards of transparency and governance.
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, QIPs or any
other securities.The capital raised will be used to fund Dabur's aggressive growth
ambitions and acquisition plans in India and abroad.
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.
Dabur India announced its foray into the organised retail business through a wholly-
owned subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by 2010 to establish
its presence in the retail market in India with a chain of stores on the Health & Beauty
format.
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Dabur India decides to merge its wholly-owned subsidiary Dabur Foods Limited with
itself to extract synergies and unlock operational efficiencies. The integration will also
help Dabur sharpen focus on the high growth business of foods and beverages, and enter
newer product categories in this space.
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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.
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
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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
organiser, a lady social worker, instructors for income generating activities, traditional birth
attendants and village level workers. Sundesh organises regular OPDs and health camps in the
villages.
In addition to the mobile OPDs, other health services rendered include training of traditional
birth attendants, immunisation programmes for children, maintenance of family health records,
ante-natal check ups, 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.
jvs & subsidiaries:
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.
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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:
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 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
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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 is groups 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
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.
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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
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.
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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 realises the need to replenish what it
takes from nature. The direct result of this realisation 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
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Government of India. Situated at Sahibabad, DRF is today a known name for its
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
protocols. The foundation has been doing clinical trials on traditional herbal drugs to
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
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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
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
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.
Dabur Research Foundation has over the years built associations with various agencies,
Research & Development activities. This network has helped the foundation in research
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-
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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.
DRF has developed tissue culture protocols for a number of herbs specially those of
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Dabur Research Foundation developed a 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
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 research done by DRF facilitated availability of far cheaper anticancer medicine for
DRF has developed Standardisation Protocols for number of Ayurvedic herbs in order
to ensure the quality of raw herbs as well as finished products manufactured out of it.
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This facilitated testing of each lot of raw materials with sophisticated analytical tools
DRF has till date conducted more than 200 studies to validate the claims recommended
and 10 Toxicological Studies. At DRF, blending the modern findings with traditional
concepts is a routine.
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TIMELINE
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
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
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CHAPTER 4
JOB DISCRIPTION
51
The overall internship experience was pleasant and was worth doing it. It was the opportunity to
apply university knowledge in practical industry. And I am grateful to DABUR for providing me
with this opportunity. During my tenure of internship at DABUR I was given a number of tasks
by my supervisor with given date to complete it. These tasks ranged from reading books on
automobiles, latest spare parts, accessories, and new technologies to various field research works
and customer interactions.
The first step:- REVIEWING THE WHOLE PROCESS OF CUSTOMER SATISFACTION
AND RETENTION STRATEGIES OF DABUR.
The first step of this project is to understand and review the process of customer satisfaction and
retention strategies of DABUR.. In DABUR customer satisfaction and retention strategies is a
continuous process, which involves monitoring of the sales of different products, after sales
service and its promotion with respect their projected expenses and finding out reasons for any
deviations if any.
The next step of this project is to suggest measures to make this whole process more effective,
less time consuming, more profitable with increased effectiveness.
The job required convincing skills, whole heartedness and patience on our part.
52
Job Description
Job duties –
Dealing with customer for their satisfaction and solving their queries.
Dealing with product range of Dabur
Telling customers various aspects brands already popular and about to be launched.
Providing them various information about the product.
Relation to other jobs – The job is closely related to all the departments because it focuses on
employees or human who are spread across the organization.
Working Environment – The trainees were allowed to work from within the office and to use
the resources of the company. The working environment was very comfortable and congenial.
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The Commercial Executive reports to the their various seniors according to their
different sectors.
Policies
Guidelines
Procedure
Take timely actions for prevention of probable / likely losses & expected statutory
implications. Reports Important Developments/ Progress, Delays/ Backlog of work /
difficulties to his superiors.
C) SCOPE OF FUNCTIONS
Supports Sales in Preparation of Product Offers
Implication of Taxes.
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D) CO-ORDINATION FUNCTIONS
Clients
Corporate Divisions
Management
Area Assigned
I was assigned the job responsibilities in the areas of Customer Satisfaction and Retention
Strategies of DABUR. a leading company in the business of manufacturing, and sale of
consumer products. Cities are among our most important customers, representing an area where
we foresee strong growth. The new sector will rigorously focus on the important cities customer
group, making our portfolio for cities easier to understand and more transparent.
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Customer Services
Study on how to coordinate among sales office, vendors, factories and customers.
Top management i.e. G.M., A.G.M. and D.G.M. could not be approached for queries
because of their busy schedule.
Time period was limited and short to understand the company profile in depth.
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CHAPTER 5
FINDINGS ABOUT THE
COMPANY AND ANALYSIS
57
RESEARCH METHODOLOGY
RESEARCH DESIGN
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
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
Ayurvedic Research:
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Pharmaceutical Research:
Validation of processes
PHYTOPHARMACEUTICALS:
Extraction technologies
Biotechnology:
AGRONOMY:
59
ANALYTICAL:
Synthetic Chemistry:
Process development
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molecules
Anti-angiogenic screening
Tumor xerography
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
different situations
61
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
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
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FOOD RESEARCH
Clinical Research:
TOXICOLOGY STUDIES
Reverse Pharmacology
63
Analysis
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 NCR Region only and as such the results of the survey
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
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NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
160
140
120
100
1 TO 3
80 4 TO 6
MORE THAN 6
60 3-D Column 5
40
20
0
VATIKA H&S PANTENE SUNSILK
65
SHAMPOOS VISIBILITY(piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
160
140
120
100
1 TO 3
80 4 TO 6
MORE THAN 6
3-D Column 4
60
40
20
0
VATIKA H&S PANTENE SUNSILK
66
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 BINACA COLGATE PEPSODENT ORAL B AQUAFRESH
67
NAME CATEGORY
1 TO 12 20 30 MORE THAN 30
BINACA 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
90
80
70
60 East
50
West
40
30 North
20
10
0
1st 2nd 3rd 4th
Qtr Qtr Qtr Qtr
180
160 1 TO 12
140 20
120 30
100 M. T.30
80
60
40
20
0 BINACA COLGATE PEPSODENT ORAL B AQUAFRESH
68
VATIKA 90 140 60
PARACHUTE 60 80 160
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
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VATIKA 90 140 60
PARACHUTE 60 80 160
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.
70
10
6
1 TO 3 4 TO6
5
0
BINAKA COLGATE
71
BINACA 4 NILL
COLGATE 10 NILL
10
6
1 TO 3 4 TO6
5
0
BINAKA COLGATE
72
120
100
80
1 TO 3
60
4 TO 6
MORE-6
40
20
0
AMLA LIGHT KEO KARPIN HAIR& CAIR
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Maximum number of retailers prefer 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
AMLA LIGHT KEO KARPIN HAIR& CAIR
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CHAPTER 6
DIFFICULTIES FACED
AND MAJOR
LIMITATIONS
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AREA LIMITATION:
Geographical scope of the study was limited to a small area, Delhi only, which may not represent
the whole sector of India. Hence findings may differ from other parts of India.
SIZE OF THE SAMPLE:
Size of the sample is 50, which is of course small in comparison to entire population.
NON-RESPONSE ERROR:
It is almost impossible to obtain data from each & every respondent covered in sample. There
were some respondents who refused to give information.
TIME CONSTRAINT:
Due to limitation of time only few people were selected for the study. So the sample of consumer
was not enough to generalize the findings of the study.
BIASED RESPONDENT:
The chance of biased response cannot be eliminated through all necessary steps were taken to
avoid the same.
OTHER LIMITATIONS:
There can be many interpretations and explanation to the data collected. This is empirical
study and the research provides the explanations as understand by the researcher only.
The source of the data for the study was primary data with the help of self-administered
questionnaire. Hence the chances of unbiased information are less.
The data taken from the secondary source like internet, newspaper, books may lack some proper
explanation or may be not correctly interpreted.
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CAPTER 7
CONCLUSION &
SUGGESTIONS
77
CONCLUSION
We surveyed around 100 retailers covering the NCR Region . 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 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 Binaca.
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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.
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BIBLIOGRAPHY
2. Internet : www.dabur.com
www.google.com
www.hll.org.
www.daburproducts.co.in
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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)
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9.Out of these how many brands of light hair oil do you store?
a) Amla light b)Keo-karpin
10.how many pieces of each brand of light hair oil do you store?
a)1 to 3 b)4 to 6 c) more than 6
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