dabur project report

7/31/2019 Dabur Project Report

1/77

A Research project report

OnDISTRIBUTION CHANNEL RELATIONSHIP - A STUDY OF SALES

PROMOTION TOOLSIN

DABUR INDIA

Submitted to Lucknow University in partial fulfillment for theaward of the degree of Master of Business Administration

(MBA)Lucknow

Submitted By:MAYANK KUMAR

MBA II Semester1002970075

Under the guidance of Ravi ndra Sharma (Territory Manger)

Year 2011-12

I.M.S , LUCKNOW UNIVERSITYSULTANPUR ROAD

LUCKNOW


2/77

To whom it may concern

This is to certify that Mr. MAYANK KUMAR, Roll no 1002970075 ,is the student of MBA final semester and has successfullycompleted his/her project on DISTRIBUTION CHANNEL RELATIONSHIP A STUDY OF SALES PROMOTION TOOLS INDABUR INDIA under my supervision and guidance. This is anoriginal and authenticated work done by him.

Date: 20-09-2011 Territory Manager

(Ravindra Sharma)


3/77

ACKNOWLEGEMENT

Success of every project depends largely on the SELF & encouragement and guidance of many others. I take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this study

project.

First of fall I would like to thank the Management at Dabur India ltd. For giving me the opportunity to do my one-month

project training in their esteemed organization.Internal Guide for providing me with valuable advice and endless supply of new ideas and support for this project.

I would like to thank Mr. Ravindra Sharma for providing practical exposure for the project and his valuable guidance during the project work.

I would also like to thank my college for providing me the opportunity to have the practical knowledge of the theoretical content we have studied so far.

(PRADEEP KUMAR )


4/77

PREFACE

This project had been undertaken for DISTRIBUTION CHANNEL

RELATIONSHIP - A STUDY OF SALES PROMOTION TOOLS IN DABUR

INDIA .

Dabur India Limited is the fourth largest FMCG company in India with

revenue of Rs 4110 crore & market capitalization of Rs 20,000 crore.

Building on a legacy of quality and experience of over 125 years, dabur

operate in consumer product categories like hair care, oral care, healthcare, skin care, home care & food.

In order to gather the most appropriate and accurate data survey was

conducted in various location and markets in GURGAON. The data was

assimilated with the help of a questionnaire aimed and designed to

extract the most correct and conclusive information.

The consumers were requested to fill the questionnaire and were also

asked various other relevant questions revealing detailed information

apart from that in the questionnaire.

The survey was conducted successfully and its findings have been studied,

analyzed and have led to a conclusion, included in the report, which could

prove to be fruitful for the project.


5/77

TABLE OF CONTENTS

1. Executive Summary

2. Introduction

Corporate Philosophy Corporate Objective Over The Years

3. Social Issues

Joint Ventures Subsidiaries Towards Green Tomorrow Protection For And From Nature

4. Dabur Research Foundation

The People

Scientific Network and Affiliations Research Areas Ayurvedic Research Phytopharmaceuticals Agronomy Analytical Research Food Research

5. Timeline

6. Products Healthcare Products Ayurvedic Healthcare Products Digestives Childcare Products


6/77

Familycare Products Oralcare Products Ayurvedic Specialities Pharmaceuticals Foods

7. Research Methodology

Sample Design Research Approach Research Instruments Contact Method Data Interpretation Limitations

8. Analysis and Interpretation

9. Conclusion & Recommendation10. Questionnaire

11. Bibliography


7/77

EXECUTIVE SUMMARY Dabur India Limited has marked its presence with significant achievements

and today commands a market leadership status. Our story of success is based

on dedication to nature, corporate and process hygiene, dynamic leadership

and commitment to our partners and stakeholders. The results of our policies

and initiatives speak for themselves.

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

4,109.85 Crore (FY 11)

3 major strategic business units (SBU) - Consumer CareDivision (CCD), Consumer Health Division (CHD) and International

Business Division (IBD)

3 Subsidiary Group companies - Dabur International , Fem Care

Pharma and new u and 8 step down subsidiaries: Dabur Nepal Pvt.

Ltd (Nepal), Dabur Egypt Ltd (Egypt), Asian Consumer Care

(Bangladesh) , Asian Consumer Care (Pakistan) , African Consumer

Care (Nigeria) , Naturelle LLC (Ras Al Khaimah-UAE), Weikfield

International (UAE) and Jaquline Inc. (USA).

17 ultra-modern manufacturing units spread around the globe.

Products marketed in over 60 countries

Wide and deep market penetration with 50 C&F agents , more than 5000

distributors and over 2.8 million retail outlets all over India.

Consumer Care Division (CCD) addresses consumer needs across the

entire FMCG spectrum through four distinct business portfolios of Personal

Care , Health Care , Home Care & Foods.


8/77

Master brands:

Dabur - Ayurvedic healthcare products Vatika - Premium hair care Hajmola - Tasty digestives Real - Fruit juices & beverages Fem - Fairness bleaches & skin care products

9 Billion-Rupee brands:

Dabur Amla , Dabur Chyawanprash , Vatika hair care , Real fruit juice,

Dabur Red Toothpaste , Dabur Lal Dant Manjan , Babool , Hajmola and Dabur Honey.

Strategic positioning of Honey as food product, leading to market

Leadership (over 75% ) in branded honey market.

Dabur Chyawanprash the largest selling Ayurvedic medicine with over

65% market share.

Vatika Shampoo has been the fastest selling shampoo brand in India

for three years in a row.

Hajmola tablets in command with 60% market share of digestive tablets

category. About 2.5 crore Hajmola tablets are consumed in India every

day.

Leader in herbal digestives with 90% market share.

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

medicines and Ayurvedic OTC products that deliver the age-old benefits of

Ayurveda in modern ready-to-use formats.

Has more than 300 products sold through prescriptions as well as over

the counter.
http://www.dabur.com/Products-Health%20Care-Chyawanprashhttp://www.dabur.com/Products-Health%20Care-Chyawanprash


9/77

Major categories in traditional formulations include:

- Ras Ramayanas

- Asav Arishtas

- Churnas

- Medicated Oils

Proprietary Ayurvedic medicines developed by Dabur include:

- Nature Care Isabgol

- Madhuvaani

- Trifgol

Division also works for promotion of Ayurvedic through organized

community of traditional practitioners and developing fresh batches of

students.

International Business Division (IBD) caters to the health and personal care

needs of customers across different international markets, spanning the Middle

East, North & West Africa, EU and the US with its brands Dabur & Vatika.

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

20% of total sales.

Leveraging the 'Natural' preference among local consumers to increase

share in personal care categories.

Focus markets:

- GCC - US

- Egypt - Nepal

- Nigeria - Bangladesh High level of localization of manufacturing and sales & marketing


10/77

INTRODUCTION

Dabur India Limited is one of the leading consumer goods company of India

with interests in healthcare, personal care and foods. For more than a century

Dabur has worked in active collaboration with nature to provide the best of

herbal health and personal care products to its consumers. Today, Dabur is all

set to take this abundant knowledge of Ayurvedic to global frontiers.

Dabur India Limited is the fourth largest FMCG Company in India with

interests in Health care, Personal care, Home care and Food products. Building

on a legacy of quality and experience for over 125 years, today Dabur has arevenue of Rs. 4111 crore with powerful brands like Dabur Alma , Dabur

Chyawanprash , Vatika , Hajmola & Real .

CORPORATE PHILOSOPHY:

Knowledge is the key to growth in today's world. Whatever the industry, it is the

knowledge, which provides cutting edge to individual and organizations. For

more than a century nature has been a rich source of knowledge for Dabur.

Nature has not only given us the ingredients for all our products but has also

taught us how to create a harmony within and without the organization. Nature

has inspired us in all our acts. Ayurvedic - the science of life is based on

principles of nature. All Ayurvedic preparations have their ingredients derived

from Nature. Dabur has converted the healing properties of natural ingredientsand the age-old knowledge of Ayurveda into contemporary healthcare products

to alleviate health problems of its consumers.
http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Amla/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Amla/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Vatika/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Vatika/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Vatika/http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/http://www.dabur.com/EN/Group/Foods/real/http://www.dabur.com/EN/Group/Foods/real/http://www.dabur.com/EN/Group/Foods/real/http://www.dabur.com/EN/Group/Foods/real/http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Vatika/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Amla/


11/77

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.


12/77


13/77

OBJECTIVE

VISION:

" Dedicated to the Health and Well Being of Every Household ."

Dabur is a company with a set of established business values, which direct its

functioning as well as all its operations. In this, Dabur is guided by the words

of its founder Dr. S K Burman "What is that life worth that cannot give

comfort to others." The company offers its consumers, products to suit their

needs and give them good value for money. The company is committed to

follow the ethical practices in doing business. At Dabur, Nature acts as not

only the source of raw material but also an inspiration and the company is

committed to protect the ecological balance..

MISSION

"To be the leader in the Natural Foods & Beverages

Industry."

Strive to deliver this by:

Consistently delighting the consumer through quality product.

Being the company of choice for our business partners.

Delivering higher returns to stakeholders.


14/77

SCOPE OF STUDY

We intend to significantly accelerate profitable growth. To do this, we will:

Focus on growing our core brands across categories, reaching out to

new geographies, within and outside India, and improve operational

efficiencies by leveraging technology

Be the preferred company to meet the health and personal groomingneeds 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, developingand retaining quality personnel

Be responsible citizens with a commitment to environmental protection

Provide superior returns, relative to our peer group to our shareholders.


15/77

DABUR GROUPS

With a basket including personal care, health care and food products, Dabur

India Limited has set up subsidiary Group Companies across the world that

can manage its businesses more efficiently.

Given the vast range of products, sourcing, production and marketing have

been divested to the group companies that conduct their operations

independently:
http://www.newu.in/http://dabur.com/en/group/egypt.asphttp://www.dabur.co.uk/index.htmlhttp://www.dabur.com/nepalhttp://www.newu.in/http://dabur.com/en/group/egypt.asphttp://www.dabur.co.uk/index.htmlhttp://www.dabur.com/nepalhttp://www.newu.in/http://dabur.com/en/group/egypt.asphttp://www.dabur.co.uk/index.htmlhttp://www.dabur.com/nepalhttp://www.newu.in/http://dabur.com/en/group/egypt.asphttp://www.dabur.co.uk/index.htmlhttp://www.dabur.com/nepalhttp://www.newu.in/http://dabur.com/en/group/egypt.asphttp://www.dabur.co.uk/index.htmlhttp://www.dabur.com/nepal


16/77

AT A GLANCE

OVER THE YEARS:

The story of Dabur goes back to 1884, to a young doctor armed with a degree

in medicine and a burning desire to serve mankind. This young man, Dr. S. K.

Burman, laid the foundations of what is today known as Dabur India Limited.From those humble beginnings, the company has grown into India's leading

manufacturer of consumer healthcare, personal care and food products. This

phenomenal progress has seen many milestones, some of which are mentioned

below:

1884 irth of Dabur

1896 Setting up a manufacturing plant

Early 1900s Ayurvedic medicines

1919 stablishment of research laboratories

1920 xpands further

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

1972 Shift to Delhi

1979 Sahibabad factory / Dabur Research Foundation

1986 ublic Limited Company

1992 oint venture with Agrolimen of Spain

1993 ancer treatment

1994 ublic issues

1995 oint Ventures

1996 3 separate divisions
http://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-History


17/77

1997 oods Division / Project STARS

1998 rofessionals to manage the Company

2000 urnover of Rs.1,000 crores

2003 abur demerges Pharma Business

2005 abur aquires Balsara

2005 abur announces Bonus after 12 years

2006 abur crosses $2 Bin market Cap, adopts US GAAP

2006 Approves FCCB/GDR/ADR up to $200 million

2007 elebrating 10 years of Real

2007 oray into organised retail

2007 abur Foods Merged With Dabur India

2008 Acquires Fem Care Pharma

2009abur Red Toothpaste joins 'Billion Rupee Brand' club

1884 -

Dr. S K Burman lays the foundation of what is today known as Dabur India

Limited. Starting from a small shop in Calcutta, he began a direct mailing

system to send his medicines to even the smallest of villages in Bengal. The

brand name Dabur is derived from the words 'Da' for Daktar or doctor and 'bur'

from Burman.

1896 -

As the demand for Dabur products grows, Dr. Burman feels the need for mass

production of some of his medicines. He sets up a small manufacturing plant

at Garhia near Calcutta.
http://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-Historyhttp://www.dabur.com/About%20Dabur-History


18/77

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 inIndia.

1949 -

Dabur Chyawanprash is launched in a tin pack and becomes the first branded

Chyawanprash of India.


19/77

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.


20/77

1986 -

Dabur becomes a public limited company through reverse merger with

Vidogum Limited, and is re-christened Dabur India Limited.

1989 -

Hajmola Candy is launched and captures the imagination of children and

establishes a large market share.

1992 -

Dabur enters into a joint venture with Agrolimen of Spain for manufacturing

and marketing confectionery items such as bubble gums in India.

1993 -

Dabur sets up the oncology formulation plant at Baddi, Himachal Pradesh.

1994 -

Dabur India Limited comes out with its first public issue. The Rs.10 share is

issued at a premium of Rs.85 per share. The issue is oversubscribed 21 times.

1994 -

Dabur reorganizes its business with sales and marketing operations being

divided into 3 separate divisions.

1994 -

Dabur enters the oncology (anti-cancer) market with the launch of In axel(Paclitaxel). Dabur becomes only the second company in the world to launch

this product. The Dabur Research Foundation develops the unique eco-friendly

process of extracting the drug from the leaves of the Asian Yew tree.


21/77

1995 -

Dabur enters into a joint venture with Osem of Israel for food and Bong rain of

France for cheese and other dairy products.

1996 -

Dabur launches Real Fruit Juice which heralds the company's entry into the

processed foods market.

1997 -

The Foods division is created, comprising of Real Fruit Juice and Homemade

cooking pastes to form the core of this division's product portfolio.

Project STARS (Strive to Achieve Record Successes) is initiated by the company

to achieve accelerated growth in the coming years. The scope of this project is

strategic, structural and operational changes to enable efficiencies and improve

growth rates.

1998-

The Burman family hands over the reins of the company to professionals. Mr.Ninu Khanna joins Dabur as the Chief Executive Officer.

2000-

Dabur establishes its market leadership status with a turnover of Rs 1,000

crore. From a small beginning and uploading the values of its founder, dabur

now enters the august league of large corporate business.

2003 -

Dabur India approved the demerge of its pharmaceuticals business from the

FMCG business into a separate company as part of plans to provide greater

focus to both the business. With this, dabur india now largely comprises of the


22/77

FMCG business that include personal care product healthcare product and

Ayurvedic specialties. While the pharmaceuticals business would include

Allopathic, Oncology formulations and Bulk druges. Dabur oncology PLC, a

subsidiary of dabur India would also be part of the pharmaceutical business.

2005 -

As part of its inorganic growth strategy, Dabur India acquire Balsaras Hygiene

and Home products business, a leading provider of oral care and household

care products in the Indian market in a Rs 143 crore all-cash deal.

2005 -

Dabur India announced issued of 1:1 Bonus Share to the shareholders of the

company, i.e. one share for every one share hold. The Board also provided an

increase in the authorized share capital of the company from existing Rs 50

crore to Rs 125 crore.

2006 -

Dabur India crosses the $ 2-billion marks in market capitalization. Thecompany also adopted US GAAP in line with its commitment to follow global

best practices and adopt highest standard of transparency and governance.

2006 -

Moving forward on the inorganic growth path, dabur India decides to raise up

to $ 200 million from the international market through Bonds, FCCBS, GDR,

ADR, QIRs or any other securities. The capital raised will be used to funddaburs aggressive growth ambitions and acq uisition plans in India and

abroad.


23/77

2007 -

Dabur foods unveiled the new packaging and design for Real at the completion

of 10 years of the brand the new refined modern look depicts the natural

goodness of the juice from freshly plucked fruits.

2007 -

Dabur India announced its foray into the organized retail business through a

wholly owned subsidiary, H&B stores LTD. Dabur will invest Rs 140 crore by

2010 to establish its presence in the retail market in the India with a chain of

stores on the health & beauty formats.

2007 -

Dabur India decides to merge its wholly-owned subsidiary, dabur foods limited

with it to extract synergies and unlock operational efficiencies. The integration

will also help dabur sharpen focus on the high growth business of foods and

beverage and enter newer product categories in this space.

2008

Dabur India acquires Fem care pharma, a leading player in the womens skin

care market. Besides an entry into the high-growth skin care market with an

establishment brand name FEM, this transaction also offers dabur a categories

and markets.

2009 -

Dabur Red Toothpaste becomes the daburs ninth billion rupee brands. Daburred toothpaste crosses the billion rupee turnover mark within five years of its

launch.


24/77

TECHNOLOGY USED IN DABUR

In Dabur India Limited knowledge and technology are key resources which

have helped the Company achieve higher levels of excellence and efficiency.

Towards this overall goal of technology-driven performance, Dabur is utilizing

Information Technology in a big way. This will help in integrating a vast

distribution system spread all over India and across the world. It will also cut

down costs and increase profitability.

Our major IT Initiatives :

Migration from Baan and Mfg ERP Systems to centralized SAP ERP system

from 1st April 2006 for all business units.

Implementation of a country wide new WAN Infrastructure for running

centralized ERP system.

Setting up of new Data Centre at KCO Head Office.

Extension of Reach System to distributors for capturing Secondary Sales

Data.

Roll out of IT services to new plants and CFAs.

Future Challenges :

Forward Integration of SAP with Distributors and Stockiest.

Backward Integration of SAP with Suppliers.Implementation of new POS system at Stockiest point and integration with

SAP-ERP.

Implementation of SAP HR and payroll.

SAP Roll-out to DNPL and other new businesses.


25/77

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 andmanagerial support by Dabur India Limited.

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

training in income generating activities. The society has a dedicated team

consisting of a doctor, a community organizer, a lady social worker and

instructors for income generating activities, traditional birth attendants and

village level workers. Sundesh organizes regular OPDs and health camps in thevillages.

In addition to the mobile OPDs, other health services rendered include training

of traditional birth attendants, immunization programmers for children,

maintenance of family health records, ante-natal checkups, pulse polio

programmes and health awareness meetings for women on topics such as

family planning, ante-natal care, post-natal care, the importance of

vaccinations, baby care and AIDS prevention.

Dabur India has entered into joint ventures with well established international

firms as well as created subsidiary units that further highlight its business

philosophy of providing the best products to its customers.


26/77

SOCIAL ISSUES

JOINT VENTURES:

Dabon International Limited - Dabur has also collaborated with Bongrain of

France for the manufacture and marketing of specialty cheese and other dairy

products. This joint venture company has already made its presence felt in the

Indian cheese market through the launch of processed cheese under the brand

name LeBon, and a specialty cheese under the brand name Delicieux.

SUBSIDIARIES :

Dabur has six subsidiary units, which come under the umbrella of the Dabur

India organization. These are:

Dabur Foods Limited -

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

spearheading Dabur's foray into food processing industry. The company, set up

in April 1999, is marketing a range of fruit juices under the brand name Real,

Homemade Cooking Paste and Sauces and Lemoneez lemon juice. Dabur was

the first company in India to introduce fruit juices in packaged form without

any artificial additive. Real is today the market leader in this category with

more than 50% market share. Homemade cooking paste is the only national

brand in this category. Lemoneez is the only product in its category available in

unique drop and trickle pack and uniquely shaped tabletop pack.


27/77

Dabur Nepal Private Limited -

Dabur Nepal was the first manufacturing base overseas for Dabur group. The

company is today the leading exporter of Nepal and the third largest and most

modern manufacturing base for Dabur. Dabur Nepal is today involved in

promoting cultivation of herbs and apiculture activities in Nepal. The company

has set up state of the art greenhouse at Banepa for developing saplings for 20

medicinal plants. Dabur Nepal has also set up an Apiculture centre for

promoting bee-keeping activity in Nepal and developing queen bees and beecolonies for exports.

Dabur Egypt Limited -

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 Products and Foods.

Dabur Oncology Plc. -

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

manufacturing anti-cancer formulations for European market. The company is

in the process of setting up manufacturing base near London and is expected

to start operation from year 2001.


28/77

TOWARDS GREEN TOMMOROW :

One of the thrust areas of foundation is conservation and cultivations of medicinal plants. DRF has developed cultivation packages for a number of

herbs especially of endangered ones. A 15,000sq. ft. greenhouse built in Nepal

is now functional and provides millions of saplings of various medicinal herbs.

Dabur Research Foundation has to its credit development of a unique

technique of isolation of paclitaxel from leaves instead of bark of Himalayan

Yew. This not only saved the tree but also improved the growth as pruning of

leaves gave a positive impact on growth of the plant.

DRF conducts training for harvesting and post harvesting processing of herbs

to ensure the sustainable usage of this natural resource. The Foundation

promotes cultivation and organizes planting materials for selected herbs to

farmers. It imparts training to farmers for cultivation of these medicinal plants,

their drying and proper packaging in roadworthy condition. The foundation

also organizes complete buy back arrangement for these select herbs. This

effort has not only ensured development of a sustainable source of rare herbs

but also has provided an alternative source of income to the farmers.

Dabur Research Foundation has improved the extraction procedures of herbs

in a fashion so that to increase the productivity of extracts/isolates and hence

reduce pressure on natural habitats.

DRF has developed tissue culture protocols for a number of herbs specially

those of alpine habitat and those diminishing in the nature.


29/77

PROTECTION FOR NATURE AND PROTECTION FROM NATURE:

For well over a century, Dabur has worked hand in hand with nature. Drawingits strength and inspiration from nature's vast resources, Dabur has used

herbs and minerals found in natural form as the ingredient for its products. As

a company, Dabur understands its responsibility to contribute towards

maintaining the ecological balance, and realizes the need to replenish what it

takes from nature. The direct result of this realization has been 'Project Plant

for Life', under which the company has set up tissue culture laboratories, a

state-of-the-art greenhouse and contract cultivation with complete buy back

facilities. This project not only ensures sustainable source of medicinal plants,

but also improves the standard of living of the participating villagers. Since

time immemorial, Dabur has received lots from nature, and it takes pride in


30/77

DABUR RESEARCH FOUNDATION

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

organization recognized by Department of Scientific and Industrial Research,

Government of India. Situated at Sahibabad, DRF is today a known name for

its path breaking research in the field of healthcare and personal care.

The Foundation is at the forefront of oncology research, and is in the process of

developing many new molecules to fight this dreaded disease. In fact, DRF was

the first organization in the world to develop a process for extraction of

paclitaxel, a drug for cancer, without harming the source tree. The process isnow followed worldwide.

THE PEOPLE:

Herbal health care is an area where Dabur Research Foundation has made

immense contribution by doing research and development work using modern

pharmaceutical protocols. The foundation has been doing clinical trials ontraditional herbal drugs to validate the claims made in.

For a research organization like Dabur Research Foundation, people are its

biggest asset. At DRF, more than 125 scientists are engaged full time in

interdisciplinary R&D of health and personal care products. The foundation

has on its board independent advisors and consultants for guiding the team in

their specific areas. The team of scientists is culled from various disciplines

and includes Ayurvedic doctors, Chemists and phytochemists, botanists,agronomists, clinical pharmacologists, microbiologists, food technologists, bio-

technologists, oil technologists, oncologists etc.


31/77

Scientists at many research institutions, universities and hospitals supplement

the effort of this team of scientists with whom Dabur has networked for

research in the areas of new molecules and drug delivery system.

Dabur Research Foundation is possibly the only of its kind in the country

carrying out research in diverse fields. Today, the scientists at DRF are

pursuing research in more than 10 disciplines.

SCIENTIFIC NETWORK & AFFILIATIONS:

Dabur Research Foundation has over the years built associations with various

agencies, organizations, Hospitals, Universities Colleges, Public Laboratories

etc. engaged in the Research & Development activities. This network has

helped the foundation in research in the areas of clinical research, reverse

pharmacology of Ayurvedic/ Herbals and novel molecules & new drugs delivery

system.

DRF is also affiliated with various professional bodies, organizations,

Institutions in the country and abroad. Some of the organizations with which

DRF has affiliations are-

DSIR, Government of India

Expert Committee on Herbal Medicines

Bureau of Indian Standards

Expert Committee of United States Pharmacopoeia

DRF conducts training for harvesting and post harvesting processing of herbs

to ensure the sustainable usage of this natural resource. The Foundation

promotes cultivation and organizes planting materials for selected herbs to

farmers. It imparts training to farmers for cultivation of these medicinal plants,

their drying and proper packaging in roadworthy condition. The foundation

also organizes complete buy back arrangement for these select herbs. This


32/77

effort has not only ensured development of a sustainable source of rare herbs

but also has provided an alternative source of income to the farmers.

Dabur Research Foundation has improved the extraction procedures of herbs

in a fashion so that to increase the productivity of extracts/isolates and hence

reduce pressure on natural habitats.

DRF has developed tissue culture protocols for a number of herbs specially

those of alpine habitat and those diminishing in the nature.

Drug technical Advisory Board, MOH&FW and Government of India

DRF gave new dimension to Chyawanprash after investigating the goodness of

Chyawanprash in building general immunity. The foundation conducted more

than 12 clinical trials on Chyawanprash to validate its immunomodulation

properties. This research helped Dabur Chyawanprash to reposition it as

herbal immunomodulator that builds you up from deep within.

Dabur Research Foundation developed value-added coconut based hair oil that

experimentally proved to be better than coconut oil alone. Today, that product,

christened Vatika Hair Oil, has created a niche for itself with others trying to

emulate it. Vatika shampoo normal and anti-dandruff are well set to follow in

the footsteps of Vatika Hair Oil.

DRF is the first organization in the world to isolate the anticancer drug,

Paclitaxel, from the leaves of Himalayan Yew Tree using a unique eco-friendly

process without causing any harm to the tree. The Foundation is only the

second organization in world to evolve the technology for isolation of Paclitaxel.

The research done by DRF facilitated availability of far cheaper anticancermedicine for the patients in India and many other countries of the world.

DRF has developed Standardization Protocols for number of Ayurvedic herbs in

order to ensure the quality of raw herbs as well as finished products


33/77

manufactured out of it. This facilitated testing of each lot of raw materials with

sophisticated analytical tools before they are used for manufacturing.

DRF has till date conducted more than 200 studies to validate the claims

recommended by Ayurvedic Granthas. This includes 49 Pharmacological

Studies, 135 Clinical Trials and 10 Toxicological Studies. At DRF, blending the

modern findings with traditional concepts is a routine.


34/77

FOOD RESEARCH

Fruit juices development

Nutritional products development

Consumer friendly ethnic foods and spices

Clinical Research:

TOXICOLOGY STUDIES:

Animal studies for new and existing products/molecules

Clinical trials of pharmaceuticals, anticancer drugs, new molecules

Reverse Pharmacology

Clinical trials of Ayurvedic/Herbals

Post Marketing Surveillance


35/77

TIMELINE

1979 - Incorporated as independent research organization.

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

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

the taste and digestive properties of tablets in sugar base.

1990 - Modern analytical lab equipped with HPLC, HPTLC, GLC etc. set up.

1991 - Sets up oncology screening lab.

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

proving it.

1994 - Develops eco-friendly method for extraction of paclitaxel from the leavesof Asian Yew Tree.

1995 - Develops Vatika Hair Oil that creates a new product category.


36/77

PRODUCTS

A vast array of products touching the lives of almost every individual, from an

infant to a grand old man, from poor to rich; that's how the Dabur's range of

health personal care and food products could be best explained. Today Dabur

trust has travelled beyond the boundaries of India are available in more than

50 countries worldwide. These values for money products have made Dabur a

household name.

HEALTH CARE PRODUCTS : Health redefined

Daburs health range brings for you a wide selection of Ayurvedic and natural

products that offer complete care for varying individual needs. Our natural

products are derived from the time-tested heritage of ayurveda, and backed by

the most modern scientific test & trials that ensure unfailing quality and safety

in anything you pick.

Health supplement

Oral care

Digestive

PERSONAL CARE: For a beautiful you

Dabur presents a range of Herbal & Ayurvedic Personal Care products, createdto make you look and feel good. Bringing together the gentle touch of nature

and Ayurvedas wisdom, the range covers categories like Hair, Skin Care and

Baby Care, and is backed by the unfailing quality stamp of Dabur.


37/77

Hair care

Fem

Skin care

Foods: where necessity is the mother of invention

Dabur Foods set up a separate food service network in 1998 to cater the

institutional segment. This exclusive network partners institution in developing

customized products for them. In turn with the help and facilities of this

network, institution like, hotels, airlines, restaurants, caterers and hospitals

benefits by offering better services to consumers with the market

understanding and research Dabur Foods developed a new brand called

Natures best, which became the first brand of Dabur Food Services Network.

Real

Active

Burrst

Capsico

Lemoneez

hommade

Home care : Home is where my heart is

Dabur India Ltd. has a portfolio of superior products that help take care of

your home. The range of Home care products have been carefully developed to

ensure that your living space not only looks good, but also smells good, all day

long and more importantly, they help keep your family healthy.

Odonil keeps your home fresh and smelling great. Odomos protects your family

from disease causing mosquitoes while Odopic leaves your dishes clean and


38/77

smelling fresh. Sanifresh Shine keeps your toilet sparkling clean and free from

germs while our latest innovation Dazzl gives a mirror like shine to your floors,

Kitchen and glass surfaces, while keeping them germ-free.

Dazzl Odomos Odonil Senifresh Odopic


39/77

ACCOLADES:

Accolades 2011-12

Dabur CEOMr. Sunil

Duggal rankedby analysts as

the Top-Performing

CEO inConsumer

space

Dun & Bradstreetassigns D&B Ratingto Dabur, indicatinthat Dabur has the

highest level of creditworthiness

Two consumercampaigns by Dabur -

- with its brandsOdomos & Real

Active baginternationalrecognition at

Promotion Marketingaward of Asia

The Burmanfamily,

promoters of Dabur, ranked22 in the India

Super Rich,2011, released

by BusinessWorld

Dabur ranked22 in the latestlist of India's

100 MostValuable

Brands 2011,issued by 4PsBusiness &Marketing

Dabur India Ltdamong the twelve 100-

year-YoungCompanies that

continue to makehistory by effectivelyresponding to change

Dabur ranked the No.2 Indian Green Brand

by consumers in the Green Brands Global

Survey 2011

Dabur IndiaLtd Chairman

Dr. AnandBurmanranked

amongstIndia's Most

PowerfulCEOs


40/77

Real bagsReaders

Digest TrustedBrand Gold

Award 2010 inF&B (Juice)category for

6th year in arow

Accolades 2010-11

Dabur India Chief Executive Officer Mr.Sunil Duggal has beenranked among India'sMost Valuable CEOs

Dabur ranked 182in the ET-500 list

of India Inc'sHeroes

Dabur ranked7th Most

RespectedCompany in the

Fast MovingConsumer

Dabur ranked among Top10 Best Companies To

Work For in theConsumer Goods and

Durables sector


41/77

Chyawanprash,Hajmola, Real chosenby Indian consumers

as 'Power Brands2010-11'

Dabur ranked 45among Most

Trusted Brands inIndia, according to

Brand TrustReport, IndiaStudy, 2011

Dabur listedamong the

enterprises thatare 'Doing IndiaProud' in Limca

Book Of Records 2010

Dabur moves up to takethe 78th spot in the

Super-100 list, released byBusiness India

Dabur ranked 200 inthe Fortune India 500list that ranks India's

500 largestcorporations

Dabur ranked in

the Top 100 inBusiness Today's

BT 500 list of India's Most

ValuableCompanies. Dabur

was ranked 62

Dabur rankedas the

organizationthat offers thebest return to

investors by the 6th Social &Corporate

GovernanceAwards,

presented bythe Bombay

Stock Exchange

Dabur listed among theenterprises that are

'Doing India Proud' in thelatest issue of Limca Book

Of Records


42/77

Dabur Amla hair oilbags India's Top 50

Marketers Award forsuccessfully tapping

the bottom of thepyramid

Dabur India Ltdawarded the Best

Run Award InSupply Chain by

SAP

Dabur Ranked27 in India's

Most ValuableBrands 2010 list

by BrandFinance

Dabur Glucose-D Ace Of Pace and Vatika Kesh

Sundari Contest awardedbronze in their respective

categories

The Burman family ,promoters of

Dabur , ranked 20th in Forbes' 'The 100

Richest Indians' list

Dabur ranked 63in the list of Top

100 BeautyCompanies in the

world

Dabur AmlaHair

Oil enters Limca Book Of

Records forhosting longest-

ever non-stop hairmassage

marathon

Dabur is Top Greencompany in

Greenpeace Safe FoodGuide version 2.0 for its

responsibility towards theGM food issue


43/77

Meswak, VatikaAlmond Hair Oil,

Dabur Amla FlowerMagic Hair Oil and

DaburUveda bag National

Awards for Excellence

in Packaging

Real fruit juices &Vatika

Hair Oil bagReaders DigestTrusted Brand

Gold Award 2010

Dabur Amla,Hajmola in 100Most TrustedBrands 2010 list. Babool,

Real also among trusted brands

Dabur Chairman DrAnand Burman amongst

India's Most PowerfulCEOs , placed at No. 41 on

the list

Dabur ChyawanprashImmune India

Campaign and DaburGlucose -D Ace of Pacebag international

Promotion MarketingAward of Asia 2010

Dabur stock ranked 14th in Value

100 list, a rankingof attractively-priced stocks of firms with 'real'

earnings

Dabur AmlaHair Oil &

Real voted asMost Loved

FMCGBrands with

highest top-of-the-mind recall

Dabur India Ltd ranked as India's Most Customer

Responsive FMCGCompany

Dabur Uveda ranked amongst most

successful brandslaunched in 2009

Brand Derby


44/77

BRAND MANAGEMENT STRATEGIES

The case let provides an overview of brand management strategy adopted byDabur for its personal care brand Dabur Vatika. The case let follows the

meticulous brand building initiatives taken by the company, from the launch of

Dabur Vatika in 1995 to it becoming a Rs 1 bn brand by 2003. The case let

also examines the objectives and elements that were involved in Vatikas brand

building exercise.

Marketing strategies

Brand management strategies

Product differentiation

Packaging as a marketing communication tool

Importance of choosing the right celebrity and its influence on the

brand equity

Brand extensions and communication strategy

Until the early 1990s, Dabur, the 100-year old Ayurvedic products

manufacturer, was looked upon as a rather staid company that marketed

herbal and Ayurvedic products.

Dabur Vatika in 1995 brought about a sea change in that perception. Within

six years of its launch, Vatika had become the market leader in the value-

added hair oils segment. Its success pushed Dabur into the league of top

FMCG product companies in India. Dabur Vatikas success can be attributed to

the companys 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


45/77

positioned Vatika as value-added hair oil that contained pure coconut oil

enriched with natural ingredients such as henna, amla (gooseberry), and

lemon. Till then, the hair oil market had been dominated by plain coconut oil

brands with Maricos flagship brand, Parachute, being the market leader.

1. Dabur Vatika, one of the youngest brands in the country (launched in

1995), has become a leading brand in the natural personal care product

segment. What were the factors that enabled Vatika to become a flagship

brand of Dabur in such a short span of time?

2. Marketing communications play an important role in building brands.Discuss the role played by marketing communications in making Dabur

Vatika a successful brand.

Chyawanprash

The leader in the chyawanprash market in India, Dabur Chyawanprash is one

of the most well known Ayurvedic products in India and abroad. An effective

herbal immunomodulator, Dabur Chyawanprash has the essential goodness of amla and over 50 other herbs. Dabur has conducted several clinical trials on

this product which confirm its efficacy as a unique product that strengthens

the body from within.

Digestives

Hajmola Tablets

Hajmola Tablets are the first classical Ayurvedic product to be

branded and positioned as fun-filled product with medicinal properties. It finds

mention in Ayurvedic scriptures as Kshudhavardhak Bati, and was branded as


46/77

Hajmola, a name derived from Hajma which means digestion in Urdu. It is

available in regular and tamarind flavor.

Hajmola Candy

To cash in on the brand equity enjoyed by Hajmola, Dabur launched

Hajmola Candy in 1989. Since then, the company has added Mango andtamarind flavors besides the regular one.

Pudin Hara

One of the oldest products in Dabur portfolio, Pudin Hara is

available in liquid as well as capsule form. It has a special combination of mint

oils and cures gastric problems without any side effects.

Hingoli

Asafeotida or Hing is mentioned in Ayurveda as an effective aid in

digestion, and is used a lot in Indian cooking. Dabur's Hingoli has all the

goodness of asafoetida and other herbs.


47/77

Childcare Products:

Dabur Lal Tail

The largest baby massage oil in India, it has the goodness of herbs

which helps in strengthening the bones of infants.

Dabur Janma Ghutti

This Ayurvedic preparation helps in strengthening the digestive system of new

born.

FAMILY CARE PRODUCTS

The largest division in terms of sales, the Family Products Division of Dabur

has in its portfolio hair care and skin care products, oral care and select foods

like honey.

Hair & Skin Care

Dabur is the leader in hair care products in India, and has covered almost all

the categories of hair oils.


48/77

Dabur Amla Hair Oil -

As a brand has made its mark beyond India and is a leading

hair oil brand in middle East and Africa. A perfumed heavy hair oil, it is

Dabur's largest brand.

Dabur Special Hair Oil -

It is light hair oil that combines the natural hair care properties of lemon and

hibiscus.

Dabur Vatika -

The fastest growing hair oil brand of India, Vatika has single

handedly created an altogether new category of herbal enriched natural oils.

The Vatika range also includes a herbal shampoo which has made its mark in

the very first year of its launch in the competitive shampoo market of India.


49/77

Gulabari

Rose water derived from best of Indian roses makes the skin

supple and glowing.

ORAL CARE:

Dabur Lal Dant Manjan -

It is the second largest tooth powder brand of India and the largest in

colored tooth power category. This herbal tooth powder is very popular in rural

parts of India.

Binaca Toothbrushes

After having acquired this dormant brand a few years back, Dabur

launched toothbrushes under this umbrella. There are plans to launch other

oral care products under the Binaca brand.


50/77

AYURVEDIC SPECIALITIES:

Ayurvedic Specialties is a range of over 350 Ayurvedic Medicines -

Both classical Ayurvedic drugs and proprietary Ayurvedic medicines -

developed by Dabur's own research and development. Dabur has products for

all the 16 categories as defined in the Ayurveda. Some of the leading products

in this category are:

Asav Arishtas

These are medicated decoctions with self generated alcohol content. Dabur has

a range of over 30 Asav Arishtas. Some of the well known ones include

Dashmularishta, Drakshasava, Lohasava, Parthadyarishta and Ashokarishta.

Chumas -

These are finely ground medicinal powders used to treat a variety of ailments

ranging from digestive problems to cough and fever.

Ras Rasayanas -

Preparations containing mineral drugs as main ingredients are called RasRasayanas. Dabur has a range of more than 50 Ras Rasayans which are used

by Ayurvedic practitioners in the cure of host of ailments.


51/77

Medicated Oils -

The oils boiled along with certain prescribed drugs are known as medicated

oils. These oils retain the curative properties of herbs and is used for

inunctions and massage.

PHARMACEUTICALS:

Branded Pharmaceuticals -

It includes a range of natural ethical products like New Livfit, Honitus, Ulgel

etc. and a range of contrast media and gynecological.

Oncology -

This wide and formidable range includes brands such as Intaxel, Docetaxel and

Topotecan, all of which were manufactured for the first time in India by Dabur.

Little wonder then, that Dabur is the undisputed market leader in this category

in India and has plans to establish itself as a generic oncology player in select

global markets.

Bulk Drugs and Chemicals - This range consists primarily of bulks in the oncology category.


52/77

FOODS :

Launched over two years back, the Dabur Foods range includes juices under

the brand name Real and cooking pastes under the brand name Hommade. To

give better focus to this division. This division has been carved out as a

subsidiary company of Dabur India Limited.


53/77

SUBSIDIARIES

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

Limited, is spearheading Dabur's foray into food processing industry. The

company, set up in April 1999, is marketing a range of fruit juices under the

brand name Real, Hommade Cooking Paste and Sauces and Lemoneez lemon

juice.


54/77

RESEARCH METHODOLOGY

RESEARCH DESIGN:

Ownership: This is our company. We accept personal responsibility, and

accountability to meet business needs

Passion For Winning: We all are leaders in our area of responsibility, with a

deep commitment to deliver results. We are determined to be the best at doing

what matters most

People Development: People are our most important asset. We add value

through result driven training, and we encourage & reward excellence

Consumer Focus: We have superior understanding of consumer needs and

develop products to fulfill them better

Team Work: We work together on the principle of mutual trust & transparency

in a boundary-less organization. We are intellectually honest in advocating

proposals, including recognizing risks

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

success

Integrity: We are committed to the achievement of business success with

integrity. We are honest with consumers, with business partners and with each

other

It has surveyed 100 outlets covering NCR (GURGOAN).


55/77

Ayurvedic Research:

Standardization of herbs and finished products

Validation of the processes

Formulation development taking lead from Ayurveda

Pharmaceutical Research:

Development of new formulations of existing and new molecules

Parenteral Formulations development Compatibility and shelf life studies

Validation of processes

PHYTOPHARMACEUTICALS:

Isolation of existing and new therapeutic ingredients from naturalsources

Extraction technologies

Processes development and transfer of technology

Biotechnology:

Tissue culture of medicinal plants especially endangered ones

Cell and callus culture


56/77

AGRONOMY:

Agro-technology development for medicinal plants

Micro-propagation of medicinal plants

Cultivation of medicinal and fruit plants

Generation of quality planting material through greenhouse technology

Personal Care Products:

Development of skin and hair care products

Oral care product development

Ayurvedic medicated oil development

Herbal extracts in cosmetics

ANALYTICAL:

Protocols and methods development for natural and synthetic products

Bio-equivalence studies of Pharmaceutical Dosage forms

Reaction monitoring of synthetic chemistry processes

Marker compound testing as a tool for standardization of Botanicals

Synthetic Chemistry:

Synthesis of known and new molecules and intermediates (APIs)

Process development


57/77

Technology development and transfer to pilot plant and production

scales

Oncology Research and Molecular Biology:

Anticancer screening of herbal extracts/compounds, peptides and

synthetic molecules

Anti-angiogenic screening

Tumor xerography

Pharmacokinetic and metabolite studies

Proteomics and Genomics

New Drug & Peptide Research:

Lab scale synthesis of new molecules

Scale up and purification methods

Formulation and stability studies

Novel drugs delivery systems

RESEARCH APPROACH:

Survey approach was chosen for this research work. Survey research is the

best suited for gathering descriptive information company that wants to know

about individuals knowledge, attitudes, preferences or buying behavior can

often find out by asking individuals directly. The major advantage of survey

research is its flexibility. It can be used to obtain many different kinds of

information in many different situations


58/77

RESEARCH INSTRUMENTS:

Schedules, which is the most commonly used instrument, was opted for this

research.

CONTACT METHOD:

Personal individual interview method was opted for this research work, as it is

the most flexible method of all.

DATA ANALYSIS AND INTERPRETATION:

The data thus collected was tabulated, analyzed and interpreted with view to

make the study more meaningful. They were tabulated in manner so that

results could be viewed easily. Some statistical techniques were used to

examine the views of respondents. The use of tables, charts and diagrams had

been made to present the data in the analysis form.


59/77

ANALYSIS

The ANALYSIS faced during the research was: -

The sample size taken is 100, which is not sufficient to represent the entire

universe. The size could not be increased due to time constrained.

The areas covered were restricted to East and South Delhi only and as such

the results of the surrey are valid for the above said areas.

All information, which has been collected form, the respondents have been

considered authentic and final.

Besides all this the report has been on individual attempt and also involves

the human process of interpretation and analysis, so there are chances of

human error.

Despite repeated proof reading there is a possibility of spelling error of

otherwise which may have been overlooked


60/77

ANALYSIS & INTERPRETATION

Most of the retailers stock 4 to 6 pieces of each brand of shampoos.

SHAMPOOS AVAILABILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100

PANTENE 65 145 90

SUNSILK 70 140 90

0

20

40

60

80

100

120

140

160

VATIKA H & S PANTENE SUNSILK

1 TO 3

4 TO 6

MORE THAN 6


61/77

SHAMPOOS VISIBILITY (piece/retailer)

NAME CATEGORY1 TO 3 4 TO 6 MORE THAN 6

VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100

PANTENE 65 145 90

SUNSILK 70 140 90

0

20

40

60

80

100

120

140

160

VATIKA H&S PANTENE SUNSILK

1 TO 3

4 TO 6

MORE THAN 6


62/77

TOOTH BRUSHES AVAILIBILITY (piece/retailer)

NAME CATEGORY1 TO 12 20 30 MORE THAN 30

GLISTER 15 NILL NILL NILL

COLGATE 50 180 100 NILL

PEPSODENT 50 180 70 NILL

ORAL B 30 120 50 100

AQUAFRESH 30 120 50 100

Mostly retailers prefer to stock 20 to 30 pieces of each of the brands. Very few

retailers are there who stock the binaca toothbrushes as compared to the other

toothbrushes.

0

20

40

60

80

100

120

140

160

180

GLISTER COLGATE PEPSODENT ORAL B AQUAFRESH

1 TO 12

20

30

M. T.30


63/77

TOOTH BRUSHES VISIBILITY(piece/retailer)

NAME CATEGORY1 TO 12 20 30 MORE THAN 30

GLISTER 15 NILL NILL NILL

COLGATE 50 180 100 NILL

PEPSODENT 50 180 70 NILL

ORAL B 30 120 50 100

AQUAFRESH 30 120 50 100

0100

0

20

40

60

80

100

120

140

160

180

GLISTER COLGATE PEPSODENT ORAL B AQUAFRESH

1 TO 12

20

30

M. T.30


64/77

COCONUT OILS AVAILIBILITY (piece/retailer)


VATIKA 90 80 60

PARACHUTE 60 140 160

Most of the retailers prefer to stock less pieces of Vatika hair oil in comparison

to the Parachute hair oil.

0

20

40

60

80

100

120

140

160

VATIKA PARACHUTE

1 TO 3

4 TO 6

MORE- 6


65/77

COCONUT OILS VISIBILITY (piece/retailer)


VATIKA 90 80 60

PARACHUTE 60 140 160

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.

0

20

40

60

80

100

120

140

160

VATIKA PARACHUTE

1 TO 3

4 TO 6

MORE- 6


66/77

TOOTH POWDER AVAILBILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6

DABUR LAL DANT MANJAN 7 NILL

COLGATE 10 NILL

0

1

2

3

4

5

6

7

8

9

10

DABUR LALDANT MANJAN

COLGATE

1 TO 3 4 TO6


67/77

TOOTH POWDER VISIBILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6

DABUR LAL DANT MANJAN 6 NILL

COLGATE 10 NILL

0

1

2

3

4

5

6

7

8

9

10

DABUR LALDANT MANJAN

COLGATE

1 TO 3 4 TO6


68/77

OILS AVAILABILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

DABUR AMLA 80 120 100

KEO - KARPIN 90 120 90

HAIR & CARE 100 120 80

Most of the retailers prefer to stock 4 to 6 pieces of each of the brands.

0

20

40

60

80

100

120

DABUR AMLA KEO KARPIN HAIR& CAIR

1 TO 3

4 TO 6

MORE-6


69/77

OILS VISIBILITY(piece/retailer)


DABUR AMLA 80 120 100

KEO - KARPIN 90 120 90

HAIR & CARE 100 120 80

Maximum number of retailers prefers to make visible 4 to 6 pieces of oils of

each brand

0

20

40

60

80

100

120

DABUR AMLA KEO KARPIN HAIR& CAIR

1 TO 3

4 TO 6

MORE-6


70/77

CONCLUSION

We surveyed around 100 retailers covering the east and the NCR (Gurgoan).

Among the 100 retail stores we covered we found that around 97% of the retail

stores stock Dabur products that mean that Dabur has a good reputation in

the eyes of the consumers.

While noting the name of the stockiest we found that mostly there exists only

one stockiest for a particular area.

In case of Availability and Visibility of Vatika shampoo as compared to Head &

Shoulders, Pantene and Sunsilk, Vatika have an average position in the market

and same is with the Amla light hair oil in comparison to Keokarpin and Hair &

Care.

In the category of coconut oils we found that normally retailers stock Parachute

in large quantities as compared to Vatika Hair Oil.

In the case of tooth powders there were very less retailers stocking them as

they are in very less demand amongst the people in the respective areas which

we covered, in this too Colgate had an upper hand over Dabur

Lal Dant Manjan.

In toothbrushes category, binaca thoot brush is not as commonly stocked as

compared to Aquafresh, Oral B, Colgate and Pepsodent.

In the food section Roohafza is in more demand amongst the consumers as

compared to sherbets azam.


71/77

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.


72/77

RECOMMENDATIONS

Dabur should adopt an extensive push marketing strategy for all its

products and extensive advertising for products namely Vatika Hair oil,

Amla Light and Dabur lal dant manjan and Binaca Toothbrush.

Dabur should ask their distributors for providing higher margins to the

Retailers so they can be asked to push Dabur products.


73/77

QUESTIONNAIRE

This questionnaire is meant to collect information from the retailers about the

quantity stored by the retailers of Dabur products as compared to other

competitors.

(Tick the appropriate answer/answers )

1. Out of these how many brands of shampoos do you store?a) Vatika b) Head & Shoulders c) Pantene d) Sunsilk

2. How many pieces of each brand of shampoos do you store?

a) 1 to 3 b) 4 to 6 c) more than 6

3. Out of these how many brands of toothbrushes do you store?

a) Glister b) Colgate c) Pepsodent d) OralB e) Aquafresh

4. How many pieces of each brand of toothbrushes do you store?

a) 1 to 12 b)12 to 20 c)20 to 30 d) more than 30

5. Out of these how many brands of coconut oil do you store?

A) vatika b) parachute

6. How many pieces of each brand of coconut oil do u store ?



74/77

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

a) Dabur Red b) Colgate

8. How many pieces of each brand of toothpowder do you store?

a) 1 to 3 b) 4 to 6

9. Out of these how many brands of light hair oil do you store?

a) Dabur Amla b) Keo-karpin

10. How many pieces of each brand of light hair oil do you store?



75/77

FQA

QUESTIONNAIRE

Q. Who leads the company?

Q. When did Dabur go for its first public issue?

Q. What is the role of the Burman family in the Companys management andoperations?

Q. What is the mailing address and phone numbers of Dabursheadquarters?

Q. What are the main product categories of Dabur?

Q. How many group companies does Dabur have?

Q. How does Dabur position itself?

Q. What is Daburs status in the consumer goods market?

Q. In how many countries does Dabur have its distribution network andoffices?

Q. Where can I get a copy of the Company Annual Report?

Q. What are Daburs environmental concerns?

Q. How does Dabur implement its social commitments?

Q. What are the major areas of research undertaken by Dabur?

Q. Who do I contact at Dabur for a business proposal?

Q. In what manner and which areas of operation does Dabur support non-profit organizations?
http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=75&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=76&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=77&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=77&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=78&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=78&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=79&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=80&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=81&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=82&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=84&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=84&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=85&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=86&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=86&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=87&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=88&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=89&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=90&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=90&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=90&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=90&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=89&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=88&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=87&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=86&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=85&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=84&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=84&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=82&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=81&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=80&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=79&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=78&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=78&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=77&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=77&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=76&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=75&showAns=y#f1


76/77

Q. If I have a product idea, whom should I go to in Dabur?

Q. Can I get a list of your products and their prices?

Q. Is it possible to order your products for doorstep delivery?

Q. Whom should I contact for a product-related query or feedback?

Q. How do I become a model for Dabur ads?
http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=91&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=92&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=94&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=95&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=96&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=96&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=95&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=94&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=92&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=91&showAns=y#f1


77/77

BIBLIOGRAPHY

1. Books : Kotler Philip, Marketing Management.

C.B. Kothari, Research Methodology.

2. Internet : www.dabur.com

www.google.com

3. Newspapers : The Times of India

The Hindustan Times

Business World

Economics Times

4. Schedules : Personal interaction with Individuals
http://www.dabur.com/http://www.dabur.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.dabur.com/

dabur project report

Documents