Project report dabur india limited-1 st

DABUR INDIA LIMITED MARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTS PROMOTING INSTITUTIONAL SALES FOR DABUR PRODUCTSDILEEP SINGH SHEKHAWAT 6/24/2010SUBMITTED BY:DILEEP SINGH SHEKHAWAT 1744717top DABUR INDIA LIMITED “ONE OF INDIA’S MOST ADMIRED COMPANY” TABLE OF CONTENTTOPICS DESCRIPTIONPAGE NO…Acknowledgement………………………………………………………..Business portfolio of Dabur…………………………………………….Introduction to Dabur…………………………………………………...About market research………………………………………………….Steps of market research………………………………………………..Data analysis and findings for corn flour…………………....................Data analysis and findings for lemoneeze…………………...................Data analysis and findings for capsico………………………................Data analysis and findings for coconut milk…………………………..Data analysis and findings for honey…………………………...............Data analysis and findings for tomato puree………………………….Data analysis and findings for tomato paste…………………………..Data analysis and findings for snack dressing…………………………Data analysis and findings for tomato ketchup……………………….Data analysis and findings for pineapple slice…………………………Data analysis and findings for fruit cocktail…………………………..Data analysis and findings for mango pulp…………………………….Data analysis and findings for keora water………………....................Conclusion and recommendations…………………………………….About institutions sales ………………………………………………..Bibliography…………………………………………………………789-16171819-2223-2526-2728-3031-3334-3738-3940-4243-4647-4950-5354-5556-575859-6061 DECLARATION I DILEEP SINGH SHEKHAWAT student of PGDM studying at UDAI INSTITUTE OF MANAGEMENT STUDIES-JAIPUR, hereby declare that the project work entitled “FIND OUT THE PERFORMANCE OF DABUR PRODUCTS AND PROMOTING INSTITUTIONAL SALES” was carried out by me in partial fulfillment of the requirement for the award of the degree of PGDM. This project was undertaken as a part of academic curriculum according to the AICTE rules and norms and it has not commercial interest and motive. It is an original work done entirely by me and is based on my own observations. The facts presented here are true to the best of my knowledge. I also declare that this report has not been submitted to any other organization for any other purpose ACKNOWLEDGEMENT I offer a great many thanks to a great many people who helped and supported me during the project. My deepest thanks to Dr. Ruby Dwivedi ,The Guide of the project for guiding and correcting various documents of mine with attention and care. She has taken pain to go through the project and make necessary correction as and when needed. I express my thanks to the Director of, Udai institute of management studies-jaipur, for extending his support. My deep sense of gratitude to Mr. Sumit Kumar Gupta-Sr.business development officer, Dabur India ltd. support and guidance. Thanks and appreciation to the helpful people at Dabur India ltd., for their support. I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers. I am very thankful to everyone who all supported me, for I have completed my project effectively and moreover on time.I am equally grateful to my teacher Dr. Tanjul saxena; she gave me moral support and guided me in different matters regarding the topic. she had been very kind and patient while suggesting me the outlines of this project and correcting my doubts. I thank her for her overall supports.Last but not the least, I would like to thank my parents who helped me a lot in gathering different information, collecting data and guiding me from time to time in making this project .despite of their busy schedules ,they gave me different ideas in making this project unique. Thanking you Dileep singh shekhawat Udai institute of management studies-jaipur PGDM-2009-2011 Business portfolio of Dabur PERSONAL CARE:-Dabur has a wide range of personal care products and some products as Dabur amla hair oil, vatica sampoo, dabur gulabari, u veda etc. HEALTH CARE :-Dabur chyawanprash, Dabur Shwaasamrit, Dabur Pilochek, Dabur heal-ek, Hajmola Candy, PudinHara, Dabur Blood Purifier etc.Home care &Food products:-Tomato ketchupLemoneeze Capsico Cornflour Pineapple slice Fruit cocktailTomato puree Real juice segmentReal Active burrst Introduction to Dabur FOUNDER AND LEADERS Founding Thoughts: quot;
What is that life worth which cannot bring comfort to othersquot;
 left0 The story of Dabur began with a small, but visionary endeavour by Dr. S. K. Burman, a physician tucked away in Bengal. His mission was to provide effective and affordable cure for ordinary people in far-flung villages. With missionary zeal and fervour, Dr. Burman undertook the task of preparing natural cures for the killer diseases of those days, like cholera, malaria and plague. Soon the news of his medicines traveled, and came to be known. as the trusted 'Daktar' or Doctor who came up with effective cures. And that is how his venture Dabur got its name - derived from the Devanagri rendition of Daktar Burman.Dr. Burman set up Dabur in 1884 to produce and dispense Ayurvedic medicines. Reaching out to a wide mass of people who had no access to proper treatment. Dr. S. K. Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house, to a household name that at once evokes trust and reliability.Dabur india ltd. Is the fourth largest FMCG company in india with the revenues of us$ 750 million (3390 crore) and market capitalization of us$ 3.5 billion (over RS 16000 crore)building on a legacy of quality and experience of over 125 years. dabur operates in key consumer products categories like hair care, oral care, health care, skin care, home care & foods. DABUR AT-A-GLANCE ,[object Object],MAKE THE DECISION STEP-1(DEFINE RESEARCH PROBLEM):- Dabur India Ltd. has a big product line of home made (cooking pastes and purees) and other items which mostly uses in Indian kitchen. The research problem is to find out the market share, competitors of Dabur in same product line and also find out market size for all the products to which they have lunched. They are also planning to launch some products such as mango pulp, tomato paste, snack dressing etc so that also need to find out market size for these products and leading organizations in this product line. STEP-2 (DEVELOP THE RESEARCH PLAN):- ,[object Object]

RESEARCH INSTRUMENTS:-The instrument that I used in my research was questionnaire.

SAMPLING UNIT:-I include to all those institutions (hotels and restaurants) in my sampling unit who has its own store to cater the facilities to inside and outside visitors.

SAMPLE SIZE:-The sample size was one hundred fifty. STEP-3(COLLECT THE INFORMATION) I was collect the information through the questionnaire. And after collecting the relevant information store it in excel format. STEP-4(DATA ANALYSIS):- Now i am going to have a inside of my research DATA ANALYSIS FOR MY RESEARCH PROJECT PRODUCT CORN FLOUR BRAND USING ANALYSIS OF CORNFLOURBRAND NAMENO. OF ACCOUNTS USEWEEKFIELD77BEE GEE INDIA (THREE BIRDS)43SHREE FOODS9LEMELA7NEATURE1BROWN ANDPOLSION1DABUR10NOT USING2TOTAL150 FINDINGS AND RECOMMENDATIONS FOR CORNFLOUR After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are seven (7) brands available in market named as- ,[object Object]

BEE GEE INDIA (THREE BIRDS):-it is the second brand in the market with twenty nine (29%) percent market share. it is the market challenger with 29 percent market share. it is local brand of jaipur .

SHREE FOODS:-it is catered by shree foods ltd. it is also local brand of jaipur. it has six (6%) percent market share.

DABUR (NATURES BEST):-it has seven (7%) percent market share.

LEMELA:-it has five (5%) percent market share.

BROWN & POLSON:-it has captured one (1%) percent market.

NEATURES:-it has one (1%) market share .

NOT USING: - there are two (2%) accounts who don’t use corn flour.RECOMMENDATIONS:- ,[object Object]

Peoples are not aware about Dabur corn flour.

We require to do advertisement and marketing.

MARKET SIZE ANALYSISTYPES OF ACCOUNTS NO. OF ACCOUNTS NO. OF ACCOUNTS USING 148NO. OF ACCOUNTS NOT USING 2TOTAL SAMPLE SIZE150 FINDINGS:- ,[object Object]

If we talk about the consumption, there is no more consumption. Two and three big institutions are using more than 100kg corn flour ,remaining all institutions are using 20-30 kg corn flour. PACK SIZE (USED) ANALYSIS OF CORNFLOURAVAILABLE PACK SIZENO. OF ACCOUNTS USING1 KG 1092 KG 225 KG 17NOT USING2TOTAL 150 FINDINGS:- ,[object Object]

Fifteen percent institutions are using pack size of two (2) kg.

Eleven percent institutions are using pack size of five (5) kg.RECOMMENDATION:- ,[object Object],BRAND USING ANALYSIS OF LEMONEEZE BRAND NAMENO. OF ACCOUNTS USE LEMONEEZE(DABUR)3ROYAL BURTON 1LIMECARDILE 2USING FRESH LEMONS146TOTAL152 FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are three (3) brands available in market named as- ,[object Object]

ROYAL BURTON:-it has one (1%) market share.

LIMECARDILE:-it also has one (1%) market share, people are aware about this product. it uses as complimentary.

USING FRESH LEMONS:-approximately ninety six (96%) percent institutions are using fresh lemons.

It is mostly used in summers (April to June ) PACK SIZE(USED)ANALYSIS OF LEMONEEZE AVAILABLE PACK SIZENO. OF ACCOUNTS USING250 ML2750 ML31 LTR 1NOT USING (USING FRESH LEMONS )144TOTAL150 FINDINGS:- According to analysis there are different sizes (250,750 ml & 1 liter) are available in market. The pack size of lemoneeze is not required to change. MARKET SIZE ANALYSIS OF LEMONEEZE TYPES OF ACCOUNTS NO. OF ACCOUNTS NO. OF ACCOUNTS USING 6NO. OF ACCOUNTS NOT USING 144TOTAL SAMPLE SIZE150 FINDINGS: ,[object Object]

The market is not potential for this type of product because it is mostly used by big institutions. it can be introduce in only big institutions.

People are more habitual to use fresh lemons.

People are not aware about this product that’s why we required to do advertisement and approaching to big institution.

BRAND USING ANALYSIS OF CAPSICO BRAND NAMENO. OF ACCOUNTS USE CAPSICO28TABASCO32NOT USING 90TOTAL150 FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are two (2) brands available in market named as- ,[object Object]

TABASCO:-it has twenty one (21%) percent market, it is the competitor of capsico (Dabur).

It is mostly used by star category institution that’s why we need it approach in big institution.

There are two brands available in market and having same pack size(60ml) PACK SIZE(USED)ANALYSIS OF CAPSICO AVAILABLE PACK SIZENO. OF ACCOUNTS USINGTHE EXISTING BRANDS ARE HAVING SAME PACK SIZE (60 ML). MARKET SIZE ANALYSIS OF CAPSICO TYPES OF ACCOUNTS NO. OF ACCOUNTS NO. OF ACCOUNTS USING 60NO. OF ACCOUNTS NOT USING 90TOTAL SAMPLE SIZE150 FINDINGS:- ,[object Object],BRAND USING ANALYSIS OF COCONUT MILKBRAND NAMENO. OF ACCOUNTS USE THAILAND(king thai)4DABUR9CHOCO1CHAOCOH(IMPORTED)10CANZ4NESTLE2NOT USING120TOTAL150 FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as- ,[object Object]

DABUR:-it is the second popular brand in market with the six (6%) percent market share.

CHOCO:-it has one (1%) market share.

CHAOCOH (IMPORTED):-it is also imported brand and it is the first popular brand with seven (7%) market share.

CANZ:-it is the third popular brand with three (3%) market share.

NESTLE:-it has one (1%) percent market share.MARKET SIZE ANALYSIS OF COCONUT MILKTYPES OF ACCOUNTS NO. OF ACCOUNTS NO. OF ACCOUNTS USING 30NO. OF ACCOUNTS NOT USING 120TOTAL SAMPLE SIZE150 FINDINGS :- ,[object Object]

According to feedback it is used in preparing sea food.PACK SIZE(USED) ANALYSIS OF COCONUT MILKAVAILABLE PACK SIZENO. OF ACCOUNTS USING200 ML 9400 ML 191 KG 2NOT USING 120TOTAL 150 FINDINGS:- ,[object Object],BRAND USING ANALYSIS OF HONEY BRAND NAMENO. OF ACCOUNTS USE DABUR 134MARRY FOODS 2NOT USINS 13TOTAL 149 FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are two (2) brands available in market named as- ,[object Object]

There is no pack size less than 500 Grm (institutional).

Now days institutions has started using small pack size(15 grm) it is known as “ Honey on the table”.

HONEY(MARRY FOODS-MUMBAI):-It is the new emerging company and catering small honey pouch packing known as “HONEY ON THE TABLE ”.it has captured one (1%)percent market share.MARKET SIZE ANALYSIS OF HONEY TYPES OF ACCOUNTS NO. OF ACCOUNTS NO. OF ACCOUNTS USING 137NO. OF ACCOUNTS NOT USING 13TOTAL SAMPLE SIZE150 FINDINGS:- According to research findings ninety one (91%) percent institutions are using honey. There are only nine (9%) percent institution are not using honey. That’s why the ninety percent market is potential. PACK SIZE(USED) ANALYSIS OF HONEYAVAILABLE PACK SIZENO. OF ACCOUNTS USING250 GRM 1500 GRM 4015 GRM(HONEY ON TABLE POUCHE )11 KG 95N0T USING 13TOTAL150 RECOMMENDATION:- There is no problem in terms of packing type and packing size but according to market share analysis the market share of real honey (Dabur) Is decreasing day by day. Because there is a pack size of 15grm pouch (Honey on the table) is launched by marry foods Ltd-Mumbai and institutions are more interested to use it. So to maintain the market share we also need to launch this type of pack size. BRAND USING ANALYSIS OF TOMATO PUREE BRAND NAMENO. OF ACCOUNTS USE KAYTIS 39GOLDEN CROWN 26 DABUR(NATURE’S BEST )2NOGA8FRUTINS 19TOPS 8KISSAN2MORTAN 7MID LAND 3GURUJI2NOT USING 34TOTAL150 FINDINGS AND RECOMMENDATION After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as- ,[object Object]

GOLDEN CROWN:-It is the market challenger with seventeen (17%) percent market share. It is the second most preferred brand in the market.

NEATURS BEST (DABUR):-It has two (2%) percent market share

NOGA:-It has five (5%) percent market share.

FRUTINS:-It has thirteen (13%) percent market share.

TOP’S:-It has five (5%) percent market share.

KISSAN:-it has one (1%) percent market share.

MORTAN: - it has five (5%) percent market share.

MID LAND: - it has two (2%) percent market share.

GURUJI: - it has one (1%) percent market share.

NOT USING:-There are approximately twenty three (23%) percent institutions are not using tomato puree. They prefer to use fresh tomatoes.RECOMMENDATION:- During the data collection I found that our tomato puree (Dabur) is little bit expensive and others brands are available between 35-40 rupees. Our competitor golden crown is selling tomato puree at the rate of forth rupees(40). PACK SIZE(USED)ANALYSIS OF TOMATO PUREE AVAILABLE PACK SIZENO. OF ACCOUNTS USING825 GRM77850 GRM39NOT USING34TOTAL150 FINDINGS:- According to pack size (used) analysis there are two pack size (825 & 850 GRM) available in the market. Eight hundred twenty five (825 GRM) pack size is the standard pack size available in the market. Some institutions are also using pack size of 850 grm. MARKET SIZE ANALYSIS OF TOMATO PUREE TYPES OF ACCOUNTS NO. OF ACCOUNTS NO. OF ACCOUNTS USING 116 NO. OF ACCOUNTS NOT USING 34 TOTAL SAMPLE SIZE150 FINDINGS:- According to research findings the seventy seven (77%) percent institutions are using tomato puree and there is twenty three (23%) percent institutions are not using tomato puree because they prefer to use fresh tomatoes. BRAND USING ANALYSIS OF TOMATO PASTE BRAND NAMENO. OF ACCOUNTS USE P&R10NOT USING140TOTAL150 FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there is only (1) brands available in market named as- P&R:-There is only one brand available in the market and there is only seven (7%) percent institutions are using tomato paste. the most of institutions are not using tomato paste because there is no requirement of tomato paste and if required than they prepare by using fresh tomatoes. PACK SIZE(USED)ANALYSIS OF TOMATO PASTE AVAILABLE PACK SIZENO. OF ACCOUNTS USINGMOST OF INSTITUTIONS ARE NOT USING TOMATO PASTE AND THE ONLY EXISTING BRAND HAVING 3 KG (TIN) PACK SIZE MARKET SIZE ANALYSIS OF TOMATO PASTE TYPES OF ACCOUNTS NO. OF ACCOUNTS NO. OF ACCOUNTS USING 10NO. OF ACCOUNTS NOT USING 140TOTAL SAMPLE SIZE150 FINDINGS:- According to market size analysis there are only seven (7%) percent institution are using tomato paste and ninety three (93%) percent institutions are not using tomato paste. That’s why the market is not potential for this type of product. BRAND USING ANALYSIS OF SNACK DRESSINGBRAND NAMENO. OF ACCOUNTS USE NESTLE10KISSAN2HEINZ4CROSS&BLACKWELL5BLACK & BARRIES1NOT USING128TOTAL150 FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as- ,[object Object]

KISSAN: - it has one (1%) percent market share.

HEINZ: - it has three (3%) percent market share.

CROSS & BLACKWELL: - it has three (3%) percent market share.

BLACK & BARRIES: - it has one (1%) percent market share.

NOT USING: - it has eighty five (85%) percent market share.PACK SIZE (USED)ANALYSIS OF SNACK DRESSINGAVAILABLE PACK SIZENO. OF ACCOUNTS USING200 ML41 KG61.2 KG12NOT USING128TOTAL150 FINDINGS:- After analyzing the data there are different pack size (200ml, 1&1.2kg) available in the market. Most of companies prefer 1.2kg (bottle) pack size. MARKET SIZE ANALYSIS OF SNACK DRESSING TYPES OF ACCOUNTS NO. OF ACCOUNTS NO. OF ACCOUNTS USING 22NO. OF ACCOUNTS NOT USING 128TOTAL SAMPLE SIZE150 FINDINGS:- ,[object Object]

But according to data findings I can’t say that market is not potential but most of institutions use tomato ketchup and other alternatives at the requirement of snack dressing. BRAND USING ANALYSIS OF TOMATO KETCHUPBRAND NAMENO. OF ACCOUNTS USE NESTLE16KISSAN30PINKS21MAGGI33TOPS10HALLS3HEINZE4RACY15GOLDEN CROWN8CROSS WELL7KAYTIS3TOTAL150 FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as- ,[object Object]

KISSAN: - It has twenty (20%) percent market share.

PINKS: - It has fourteen (14%) percent market share.

Project report dabur india limited-1 st

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