Chapter 1

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
This project deals with the rural distribution of dabur to check the service of the distributor and also the depth and availability of daburs five products which include sani fresh, chawyan junior, hajmola pudina, anmol coconut oil, babool paste . It starts with companys profile, which includes introduction, history of the company, objective and goals, awards received and its various range of products is described. The emphasis of this project had been for finding out the distrbutors service and knowing about the relationship between retailers and distributor. The second part of the study deals with the survey followed for knowing the Daburs five products range available with every individual retailer in the market and also its depth with their competitive brands like sani fresh and harpic,chawyan junior and bournvita, anmol coconut oil and paracute,babool and colgate,pepsodent, hajmola pudina. The survey was carried out with the help of a Questionnaires and observation which were made to capture the overall view of retailers to know about their relationship with Dabur and its competitors. The study of retailers to improve their marketing strategies by understanding various issues of concern.

Chapter 2
INTRODUCTION TO TOPIC

INTRODUCTION TO TOPIC

The concept Rural and Marketing, though used very frequently in various forums, have eluded any precise and non- controversial definitions, The resulting concept Rural Marketing means different things to different persons. This project helps in understanding the problems of rural marketing poor diagnosis and, more often than not, poor prescriptions to increase the market share in rural areas. The Indian rural market with its vast size and demand base offers great opportunities to marketers. Two thirds of countries consumers live in rural areas and almost half of the national income is generated here. It is only natural that rural markets form an important part of the total market of India. Our nation is classified in around 450 districts, and approximately 630000 villages, which can be sorted in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns, etc. Rural marketing and urban marketing are identical as regards basic marketing structure. However, rural markets and rural marketing have special features and dilemmas as compared to urban markets. The rural markets offer a great scope for a concentrated marketing effort because of the recent increase in the rural incomes and the likelihood that such incomes will increase faster because of better production and higher prices for agricultural commodities. The rural markets dominate Indian marketing scene and need special attention for the expansion of marketing activities and also for providing better life and welfare.

DISTRIBUTION CHANNEL
A way of selling a company's product either directly or via distributors; "possible distribution channels are wholesalers or small retailers or retail chains or direct mailers or your own stores" Distribution networks are modified and tweaked to be in line with the market reality and companies goals. When growth in urban areas was tapering, FMCG companies started concentrating on rural markets. To be in line with this strategy and increase rural distribution, FMCG companies modified their distribution structure.Similarly, when Modern Retail chains were setting up shop in India companies modified their distribution strategy to serve them. Companies have removed one layer called the Star Stores

THE CHANGE IN THE DISTRIBUTION NETWORK.

Before the change the distribution networks have worked like this.

The rural distributors would have placed orders on depots and would have been delivered stocks from the depots. The rural distributors would have then supplied the Star Sellers based on a fixed route schedule. The Star Sellers in turn would have serviced the retail outlets in each village.now what happen is that the rural distributors will have to service the retail outlets previously serviced by the Star sellers.

THE RURAL DISTRBUTORS COPE WITH THE SITUATION -:

Rural distributors start milk runs: this means is that the rural distributors vans start from a base town (the town in which the rural distributor is located) loaded with stock. It will travel on a particular route selling to retail
5

outlets on that route (these retail outlets would earlier have been serviced by the Star Sellers). The route will typically end at the base town itself.

For village clusters that are far away from the base town, the rural distributor may retain the Star Seller, replenishing the Star Sellers stocks on a regular basis (once a week or once a fortnight). The Star Seller would continue to service the retailers as before.

Wholesellers might be appointed. Instead of Star Sellers, the rural distributor may sell to wholesellers in that area. The retail outlets would come to the wholeseller to buy their stocks/supplies.

The rural distributor may have his seller who takes visits retail outlets for 34 days and takes orders. These orders are conveyed to the rural distributor who despatches to the seller, the stocks. The seller then spends the balance of the week 2-3 days supplying the stocks and collecting the cash.

Some retail outlets will be dropped from coverage. The dropped outlet will have to depend on the wholeseller and buy from him.

THE RURAL DISTRIBUTORS MANAGE WITH LOWER MARGINS-:

It can be reasonable assumed that the rural distributors will give a better quality of coverage to the rural outlets. This is because they would be covering the outlets directly. The calls on the retail outlets will be more reliable (i.e. same day every week), credit would be given to the retail outlets, quality of execution of promotions will improve and visibility and stock weights will improve. With better coverage, business will increase. This will help the rural distributor get more margin money (on an absolute sense) and reduce the fixed costs per call.

Chapter 3
COMPANY PROFILE

COMPANY PROFILE

Dabur India Limited is the fourth largest FMCG Company in India with interests in Health care, Personal care and Food products

THE BACKGROUND

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.2396 crore with powerful brands like Dabur amla, Dabur chawyanprash, Vatika, Hajmola & Real.

HISTORY OF DABUR

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 he 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.

More than a century after Dr. S. K. Burman set up his company with the vision of good health for all, Dabur has grown manifold. It is now a leading nature-based health and family care products company. In this mission, the Burman family has forged ahead with the founding thoughts of Dr. S.K. Burman, while also evolving and progressing in tune with the changing demands of a growing business.

TIME LINE OF KEY EVENTS IN DABUR

1884 1896 1940 1949 1994 1995 1996 2000 2003

Birth of Dabur First Production Unit Launch of Dabur Amla Hair Oil Launch of Dabur Chyawanprash Raises First Public Issue Launch of Vatika Range Launch of Real Juice Crosses Rs 1000 crore Turnover Demerger of Pharmaceuticals Business

2004

Promotion of 5 Power Brands

10

(Dabur, vatika, anmol, hajmola and real) 2005 Acquisition of Balsara Group of Companies 2007 Dabur Food to merge with Dabur India limited

Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. The story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to partners and stakeholders.

Leading consumer goods company in India amongst turnover of Rs. 2396 Crore

3 major strategic business units: Consumer Care Division (CCD) Consumer Health Division (CHD) Foods division (Real) 2 Subsidiary Group companies Dabur Nepal and Dabur International

13 ultra-modern manufacturing units spread around the globe Products marketed in over 50 countries
11

LEADING BRANDS

Dabur The Health Care Brand Vatika-Personal Care Brand Anmol- Value for Money Brand Hajmola- Tasty Digestive Brand Dabur Amla, Chyawanprash and Lal Dant Manjan with Rs.100 crore turnover each Vatika Hair Oil Shampoo the high growth brand Strategic positioning of Honey as food product, leading to

market leadership (over 40%) in branded honey market

Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share

Leader in herbal digestives with 90% market share

Dabur Manufacturing Facilities In India

12

Source: company website

KEY FINANCIALS OVER THE YEAR

13

Ten Year Highlights RS Crores FY0 FY01 FY02* FY0 FY04** FY0 FY06 FY07 FY0 FY0 0 * * 3 * 5 # ^ 8 9 Operating Results: Sales Other Income EBITDA 982 1100 1200 1285 1236 34 128 19 137 12 144 12.0 82 14 16.6 64 5.4 7 162 12.6 106 14 13.3 85 6.6 9 164 13.3 124 15 12.0 107 8.6 1417 1757 2080 2396 2834 9 217 15.3 176 19 10.8 156 11.0 13 300 17.1 257 30 11.7 214 12.2 26 376 34 443 47 517. 3

EBITDA 13.0 12.5 Margins (%) Profit Before Tax (PBT) Taxes Tax Rate (%) Profit After Tax (PAT) 81 4 4.5 77 85 7 8.5 78 7.1

18.1 18.5 18.3 319 39 384 52 445 54

12.1 13.4 12.1 282 333 391

PAT 7.9 Margins (%) Financial Position: Fixed Assets (Net) Current Assets, Loans & Advances Current Liabilities & Provisions 251

13.5 13.9 13.8

243

371

257

250

295

512

379

465

559

412

393

504

522

340

408

471

640

774

951

108

158

183

241

294

400

436

452

732

808

14

Net Working Capital Days of Sales Total Assets Share Capital Reserves & Surplus

304 113 609 29 292

235 78 558 29 334 362 196 558

322 98 705 29 365 393 304 705

281 80 640 29 388 417 964 640

46 14 433 29 257 286 132 433

8 2 543 29 335 364 164 543

35 7 624 57 440 497 121 624

189 33 670 86 393 480 160 670

42 6

143 18

749 1081 86 531 618 99 86.5 731 818 228

Shareholder 320 s Funds Loan Funds 289 Total Capital Employed ROCE (%) RONW (%) Earnings Per Share (Rs) Dividend Per Share (Rs) No of Shares (In Crs) 609

749 1081

Return Ratios: 17.0 19.5 24.7 22.0 12.6 16.6 16.1 20.6 28.6 38.1 31.3 43.5 39.0 46.1 45.7 47.6 38.8 61.3 55.3 48.4

Equity Share Data: 27.1 2.7 2.3 3.0 3.7 5.4 3.7 3.3 3.9 4.5

10.0

1.0

0.5

1.4

2.0

2.5

1.8

1.42

1.5

1.75

2.9

2.9

28.6

28.6

28.6

28.6

57.3

86.3 86.4 86.5

Source: company website

DABURS VISION

15

Founder Dr. S. K. Burman first established Dabur; he had a vision that saw beyond the profit motive. In his words, "What is that life worth which cannot bring comfort to others." This ideal of a humane and equitable society led to initiatives taken to give back some part of what Dabur has gained from the community.

DABURS MISSION

Dabur believes in the mission of being a leader in the Natural Foods & Beverages Industry. Dabur aims in offering quality products and distributing higher value for money.

ORGANISATIONAL STRUCTURE

16

Dr. Anand Burman Chairman of the board Anand Burman, appointed chairman of Dabur India on 24th July 2007. Earlier he was the chairman of dabur pharma. Mr. Amit Burman Vice-Chairman Amit Burman, appointed vice chairman of dabur India in July 2007. He stepped down as CEO of dabur foods after the merger with dabur India l Mr. Sunil Duggal CEO Sunil Duggal took over as the Chief Executive Officer of Dabur India Limited in June 2002, holding reins of the organisation he joined in 1995. Mr. P. D. Narang Group Director P D Narang, is the Group Director, Corporate Affairs, Dabur INDIA Limited

Mr. Pradip Burman Director Pradip Burman is presently the director of dabur India ltd.

17

Mr. Mohit Burman Non whole promoters, directors

Mr. Bert Paterson Independent director

Mr. P.N Vijay Independent director

COMPETITORS OF DABUR

HUL ITC P&G NESTLE MARICO COLGATE BRITANIA GODREJ etc

THE COMPANY AND ITS PRODUCT LINE

18

Dabur makes a variety of products for world wide sale.[These products include

Source: Company website

MARKETING STRATEGIES OF DABUR

19

BRANDING STRATEGY

Changed its branding strategy by moving from the Umbrella Strategy to the Key brand Strategy
Categorized itself into five power brands

Dabur (HEALTHCARE) Vatika (HAIR CARE) Anmol (PERSONAL CARE) Real ( JUICES)

Hajmola (DIGESTIVE SUPPLEMENTS

PRODUCT LINE EXTENSION

In the JUICES range Dabur introduced :

Coolers (Low fruit Content) Real ( High fruit pulp Content)

Real ACTIV (Health Conscious Youth) Real Juniors (for the children below 6 years of age)
20

 Real Schoolpack

LINE EXTENSION STRATEGY WAS ADOPTED BY DABUR BECAUSE:

It could attract different target audience Could renew Interest and liking for the brand by introducing new variants It could increase its market share Diversify without much risk Moved from its Core strategy and hence could give customers something better and different

MARKETING MIX PRODUCT:

Products have been divided into 5 power brands Quality: High Sizes: Available in different sizes Design: Available in Tetra Pack, Bottles, Sachets

PRICE:

21

 As, Dabur had different sub-categories it came out with variable pricing to reach each and every target segment E.g. : One- litre bottle of Cooler (juice) was priced at Rs.50 Selective Price Reduction to increase Demand Introduction of Smaller packs at Rs.5 Came out with Rs.1 sachet of Vatika Shampoo to increase market share Cutting Price to stand out against competition

PLACE:

Dabur constantly kept on increasing its geographic spread to increase its sales revenues Entered the South Indian Market Expanding in the International Market Presence in over 50 countries Subsidiaries established in Nepal, Nigeria, Bangladesh and Pakistan Focus areas : Asia Pacific, Afghanistan, Russia and other CIS countries

PROMOTIONS:
Different brands have its own marketing and advertising team

22

 Different brands had different promotions Utilized the popularity of Indian films in the domestic and global markets to promote its brands Undertook the most advertising campaign with Mr. Bachchan endorsing Dabur brands Signed cricketer Virendar Sehwag and his wife for selected Oral, Hair and Healthcare products

SWOT ANALYSIS OF DABUR STRENGTH:

Century Old Company Established Brand Innovativeness in Promotions Strong distribution network Low cost operations

WEAKNESS:

Profitability is uneven across product line

23

OPPORTUNITY:

Increasing income level Large domestic market Export potential

THREATS:

Competition in the FMCG sector from well established names Slow down in urban demand due to recession

24

25

Chapter IV
ABOUT THE PROJECT

ABOUT THE PROJECT

26

The study focuses on to analyze the relationship between retailers and distributor. Are retailers satisfied with service of distributor in 3 districts of himachal pradesh i.e Shahjahanpur, Pilibhit and Bareilly. In this study I did survey with retailers. i used a questionare in this survey. This will help to know about ditributors service and also it is very important in rural areas. Because in rural areas due to high illiteracy retailers can sell that brand which they want to sell. For e.g if some one asks for dabur amla hair oil in this case if the retailer distributor relationship is not good or retailer is not happy with distributors service he tells the customer that brahmi amla is better then dabur and customer will accept it. The objective of the research is to analyse the availability and depth of Dabur five products with every individual retailer. In this study I went to retailers and ask them , about these five products 1)tooth paste 2)toilet cleaner 3) malted health drink 4) hajmola 5) coconut oil they sell or not. If yes, then I ask them do they have daburs these products i.e 1) babool paste 2)saini fresh 3) chawyan junior 4) hajmola pudina 5) anmol coconut oil. If they have these prducts then I check the depth of these five products with their competitive brands ie. Colgate & pepsodent with babool, harpic with saini fresh, bournvita & horlicks with chawyan junior, hajmola pudina, anmol with parachute. It aims at finding the retailer satisfaction level with Dabur distributors as well as to entertain the feedback by different retailers From this research Dabur would be able to find out the loopholes that lead to the low sale of Dabur products. This study would also help them improving their
27

relationship with the retailers by offering them such schemes that would be beneficial for both the sides involved. This research has really given an insight into the grey areas where improvement is required to boost up the sale of Dabur products on both fronts i.e. end consumers and retailers.

28

Chapter v
Literature review

LITERATURE REVIEW

29

Rural consumers have customs and behavior and marketers may find it difficult toserve them as they are mostly equipped with urban -based marketing skills. Importantareas of this study are responses and patronage behavior of rural consumers towardsexisting retail setups, and the nature of available setups. This paper reviewed variousliteratures to understand the factors affecting shopping and out-shopping behaviorin Indian rural environment, along with the identification of decision variablesinfluencing the patronage of various retail formats such as village shops and periodicmarkets. Differences perceived byrural consumers on account of two most prominentretail formats (village shops and haats) are covered in the study to understand theinfluence of specific decision variables in the selection of a particular retail format.The inference is that the "Shopping activity cost" and "Product purchase cost" drivesa rural customer tothe village shop, for their immediate requirements. On the oilierhand "Bargain" (interms of product variety and price) and "Promotion incentives"drives them toperiodic markets. Understanding the patronage behavior of ruralconsumers helps the marketers to device an effective product placement strategy.

INTRODUCTION
The Indian rural community amountto over two-thirds of the total populationand it offers a vast and growing marketopportunity. Indian rural areas areemerging as an important market, as it is much larger compared to urban marketin terms of population, number ofhouseholds across specific income groups,and above all consumption levels for manyproduct categories like tea,soaps and shaving blades (Business IntelligenceUnit and NCAER, 1998-99). In the Indian rural context, thedefinition of out -shopping means theconsumer shopping outside his or hervillage retail space for goods or services,which are also available within the villageretail setup. The periodic market meansprimary markets held daily or weekly wherethe agricultural products and consumer goods
30

are sold (Wanmali, 1981). These arealso referred to as traditional places, wherethe ruralconsumers congregate as a rule, driven by economic, social and religiousconsiderations. These places attract a largenumber of itinerant merchants, andtemporary shops are setup to sell all kindsof goods (Adite, 1996; Bromley (1974) observed in hisextremely comprehensive bibliographythat there are only eight studies pertainingto periodic markets in South Asia. Thesestudies are based on the analysis of singlemarkets and these markets also appear tobe those in "urban centers" rather thanin rural area. In rural retailing, most ofthe latter studies (Pradeep, 1996; Wanmali, 1981 and G Srinivas Rao 1997) focused on the characteristics and reachof the particular shopping centre.

Kashyap (1996) remarks, that periodicmarkets constitute major part of ruralmarketing infrastructure in India, alongwith the shops situated with in villages.Therefore, there is a clear need forretailers and communities to understandwhat drive out-shopping behavior in rural markets. It is observed that village shopsare basically run on a low scale, mostly asa secondary business activity. They deal in limited number of products and offer low variety. The number of retail outletsin a village is subject to the population ofthe village. According to an Indian Market Research Bureau (IMRB) study, out of five lakh villages, sixty thousandvillages did not have a retail outlet of anykind. This highlights the importance ofout-shopping centers, that is, periodicmarkets in rural India (Ramaswamy, 1974; Smith, 1978; Karve et. al, 1970; Kala and Anamika, 2000). It has been argued that the ruralmarkets are different from urban markets for two reasons: a) the consumers' abilityto discriminate varies; and b) thereference point used in making choices differs from those of urban consumer.Such differences can be attributed to thefollowing factors: First, income tends tobe seasonal (high during harvesting andlow otherwise) and uncertain; secondly,rural households

31

are typically located close to their place of work, i.e., in villageswhere there is an imminent lack ofeducation, electricity, and media infrastructure.

The inadequacies of these enabling factors, along with income constraints make it difficult and often prolong the cycle of "awareness -penetration-adoption". This study explores the rural consumer's patronage behavior regarding the two major retail formats in the ruralmarket: Within village shops and the out shopping i.e., periodic markets. It is important to note that it is the consumer'sperception of shopping centre attributes that is of crucial importance to the marketer. The importance of perceptual attributes goes beyond the physical features of stimuli since consumers link attributes to benefits of purchasing andconsuming. Thesebenefits, or consequences, in turn lead to certain end states or values that consumers wish to achieve. The he nature together with form of what characterises dynamic and innovative rural retailing differs by location, the typology is based on the above schema. First, market towns have used growth and differentiation opportunities as Strategic foci. Second, innovative village shops have applied strategies that seek to counter their structural weaknesses, harness the community and yield new revenue streams. Third, the manner in which stand-alone retailing forms, such as farm shops together with speciality rural retail outlets,have grown and developed is reviewed. Hitendra Bargal Research Associate Promotion of brands in rural markets requires the special measures. Due to the social and backward condition the personal selling efforts have a challenging role to play in this regard. The word of mouth is an important message carrier in rural areas. The experience of agricultural input industry can act as a guideline for the marketing efforts of Consumer durable and non-durable companies

32

Krishnamoorty (2000) Acknowledged that distribution systems are the most critical component and a barrier which needs to be overcome for success in rural areas .the task of distribution in these areas is considered to be more difficult in urban areas Gupta sunil (1993) Proposed a model with three components and providing the method for assesing the effectiveness of a sales promotion by decomposing the sales bump during the promotion in to sales increase due to brand switching, purchase time acceleration and stock piling.results for regular ground coffee suggested that more than 84%of the sales increase due to promotion came from brand switching.

33

Chapter VI
Research Methodology

34

RESEARCH METHODOLOGY

RESEARCH OBJECTIVE
To check the availability and depth of daburs five products ie. Babool,saini fresh, chawyan junior, hajmola pudina, anmol coconut oil

RESEARCH DESIGN
Descriptive Reasearch

METHOD OF DATA COLLECTION

Data was collected from both primary as well as secondary sources

PRIMARY DATA:

Primary data is that data, which is, collected a fresh for the first time and thus happens to be original in character. In the study, primary data is collected with the help of: Observation: It is a popular means of collecting all kinds of data in research. The data is collected by personally observing the things related to the subject. Questionnaire: It is a popular means of collecting all kinds of data in research. A structured questionnaire was used which consisted of both open ended and closed ended questions

35

SAMPLE SIZE
Sample size for the research is 90 retailers. 30 in each district ie.soaln, Shahjahanpur, Bareilly.

SAMPLING TECHNIQUES
Sampling is a process of selecting a sufficient number of elements from the population, so that a study of the sample and an understanding of its properties would make it possible for us to generalize such properties to the population elements.Conducting a study on whole of the population is prohibitive in terms of time, cost and other human resources.

SAMPLING DESIGN
Convinience & judgemental: I used this design in my research. I select the outlet on jugdement that it has large business than other one. The outlet with more business is useful for research as it can provide good knowledge about the project. This design was followed for the retailers

36

Chapter VII Data Analysis and Findings

37

DATA ANALYSIS AND FINDINGS

AVAILABILITY OF DABUR PROUCT IN PILIBHIT DISTRICT (Rajghat, Dharampur, Kandaghat)
TABLE NO. 1

firm's name oberoi medicos mansa trading co. tota ram banarsi das janardhan das vinod kumar bansal gift sale co. anil general store new poonam bangle store mahinder bangle store shingar collection guru kirpa dept store goyal medicos khana daily needs govind ram &sons shanta lal & sons anant general store chaju ram new des raj prem raj bharti store m/s thakur brothers dr.t.s dhall anokha mal rikhi chand jai ram inder pal

baboo l NA A A A A NA NA NA NA NA NA NA NA A NA A A A A A A A

saini fresh NA A A A A A NA NA NA NA NA NA NA A NA A A A NA NA A A

chawyan junior NA NA A NA A NA NA NA NA NA NA NA NA NA NA A NA NA NA NA NA NA

hajmola pudina NA NA A NA A NA NA NA NA NA A NA NA A NA A NA NA A NA NA NA

anmol A A A A A A NA A NA A A NA NA A A A A NA NA NA A NA
38

singh provisional store sahani super market Sahanimedicos gars bakers hadimba medical store moti ram banarsi das sameer medicos Gian chand and sons INDEX

A NA NA A NA NA NA A

A A NA A NA A NA A

NA NA A NA A NA A A

NA NA A NA A A NA A

NA A A A NA A NA A

NA.. Not available A...Available Products name BABOOL SAINI FRESH CHAWYAN JUNIOR HAJMOLA PUDINA ANMOL ANALYSIS In Pilibhit only three products is available in more than 50% retail outlets.two products has low percentage even below 35% availability in retail outlet \ Total outlets 30 30 30 30 30 Available 15 16 7 10 19 Percentage 50% 53% 23% 33% 63%

GRAPH NO. 1 ON AVAILABILTY OF DABUR PRODUCTS IN PILIBHIT

39

DEPTH OF DABUR PRODUCTS IN PILIBHIT DISTRICT (Rajghat, Dharampur, Kandaghat)

TABLE NO.2

firm's name oberoi medicos mansa trading co.

babool

saini fresh chawyan junior

hajmola pudina

anmol

60anmol

40

tota ram banarsi das janardhan das vinod kumar bansal gift sale co. anil general store new poonam

50oth:5b a 85oth:15 ba 80oth:10 ba 50oth:5b a _

50har:50s an 50har:50s an 30har:70s an 60har:10s an 30har:70s an _ _ _ _ _ _ _ 10har:7sa n _ 70har:30s an 40har;8sa n 10har:1sa

70anmol:30parach ute 80 anmol:20parachut e 50anmol 75anmol:30parach ute 50anmol:50parach ute

13oth:3jun 2jar ior _ _

50oth:5jun 2jar ior _ _

bangle store mahinder _ bangle store shingar _ collection guru kirpa dept store goyal medicos khana daily needs govind ram &sons shanta lal & sons anant general store chaju ram new des raj prem raj bharti store m/s thakur _ _ _ _ _ 20oth:5b a _ 90oth:10 ba 50oth:3b a 50oth:50

_ _ _ _ _ _ _ _

_ _ _ _ 1JAR _ _ 1JAR

_ 70anmol:30parach ute _ 50anmol:50parach ute 50anmol:50parach ute _ _ 50anmol:50parach ute

_ _ 10oth:3jun 2jar ior _` _ _ _

45anmol 12anmol;24parach ute 30anmol:70parach ute _

41

brothers dr.t.s dhall anokha mal

ba 60oth:30 ba 50oth:5b

n _ _ 30har:70s an 60har:40s an 30har:70s an 5har:5san _ 50har:13s an _ 50har:50s an 30har:20s an

_ _ _ _

1jar _ _ _

_ _ 50anmol:50parach ute _

rikhi chand a jai ram inder 80oth:10 pal singh provisional store sahani super market sahanimedi cos gars bakers hadimba medical store moti ram banarsi das sameer medicos Gian chand ba 70oth:10 ba 80th:20b a _ _ 100oth:2 ba _ _ 20oth:4b a

50anmol 10anmol:20parach ute 2anmol:10parachu te

20oth:2jun 1jar ior _ _

6oth:1juni or _

1jar 1jar

_ 5anmol:20parachu te 10anmol:10parach uter

30oth:3jun 2jar ior

Index Oth.others Bababool Har.harpic San..saini fresh Parparachute

42

In babool toothpaste others include Colgate &pepsodent.in chawyan junior others include bournvita &horlicks

GRAPH NO. 2 ON DEPTH OF DABUR PRODUCTS WITH COMPETING BRANDS IN PILIBHIT

43

INDEX Peppepsodent jJunior borbournvita hlc.horlicks

AVAILABILITY OF DABUR PRODUCTS IN SHAHJAHANPUR DISTRICT (Kusumti, Baloo ganj)

TABLE NO. 3 firm's name babool rama provisional store babu lal jai chand prem chand kush enterprises visahl general store dutta medical store rampal NA NA NA NA NA NA NA NA NA NA A NA NA NA NA NA NA NA NA A NA NA NA NA NA NA A A NA A NA NA A A NA NA A A NA NA NA NA NA
44

chawyan saini fresh junior

hajmola pudina anmol

communication NA anil general store A

ramkewal store purnima A NA NA NA A NA NA NA A NA NA NA NA A NA A NA NA NA A A A NA NA NA NA NA NA NA NA NA NA NA NA NA NA A NA NA NA A A A NA NA NA NA NA NA NA NA NA NA A NA A NA A NA NA NA NA A A NA NA NA NA A NA NA NA NA NA A NA A NA A A NA NA A A A

general store NA shivam traders NA ram prasad A shivani general store raja ram inder mal gurubaksh raj sukarma general store raj kumar chote lal baijnath swaroop general store jan seva medical store ram swaroop raunak ram vivek medicos city remedies ganga prasad shiv lal vimal kumar mahavir prasad city pulse kashyap general store nikhleshwar A NA NA NA NA NA A NA A A NA NA NA A NA A A

Products name BABOOL

Total outlets 30

Available 10

Percentage 33%
45

SAINI FRESH CHAWYAN JUNIOR HAJMOLA PUDINA ANMOL

30 30 30 30

8 5 10 10

27% 17% 33% 33%

ANALYSIS In Shahjahanpur three products available in 33% retail outlets and two products were available in less than 30%retail outlets. GRAPH NO. 3 ON AVAILABILITY OF DABUR PRODUCTS IN SHAHJAHANPUR

DEPTH OF DABUR PRODUCTS

46

IN SHAHJAHANPUR DISTRICT (kusumti, baloo ganj)

TABLE .4 firm's name babool rama provisional store babu lal jai chand prem chand kush enterprises visahl general store dutta medical store rampal _ _ _ _ _ _ _ _ _ _ _ _ _ 10others:1junio _ 1 JAR 1 JAR _ 2 JAR _ _ 2 JAR 1 jar _ _ _ _ _ _ _ _ _ _ 50anmol:50parachute 2anmol:10parachute _ _ _ _ _ _ _ _ _ 5anmol:5parachute _ _ _
47

hajmola saini fresh chawyan junior pudina Anmol

10har:2san r _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

communication _ anil general store ramkewal store purnima

10oth:3ba _ 20oth:4ba _

general store _ _ shivam traders _ _ ram prasad 50oth:8ba 20 saini shivani general store raja ram inder mal gurubaksh raj sukarma 15oth:3ba _ _ _ _ _

_ _ 50har:50sa _

general store raj kumar chote lal baijnath swaroop general store jan seva medical store ram swaroop raunak ram vivek medicos city remedies ganga prasad shiv lal vimal kumar mahavir prasad city pulse kashyap general store nikhleshwar general store

_ _

_ _

_ _ _ _ _ _ 1o junior _ _

_ _ 1 jar _ 2JAR _ 1 jar _ _ _ _ 2jar 1jar

_ _ 10anmol:2parachute _ 50anmol:50parachute _ 50anmol:50parachute 2anmol:3parachute _ _ 5anmol:10parachute 10anmol:10parachute 30anmol:20parachute

10oth:4ba _ _ 60oth:5ba 30oth:5ba _ _ _ _ 50saini _ 50har:50sa _ _

10oth:4ba _ _ _ 60har:40sa 10oth:1junior 20oth:5ba 30har:18sa 20oth:3junior 15oth:2ba 20har:20sa 15oth:1junior

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GRAPH NO. 4 ON DEPTH OF DABUR PRODUCTS IN SHAHJAHANPUR

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AVAILABILITY OF DABUR PRODUCTS IN BAREILLY DISTRICT (Tissa, Bharmour, Sundla) TABLE.5

firm's name babool sharma brothers rajdhani fancy store arushi NA A NA NA NA A A NA A NA NA NA A NA NA NA A NA NA A NA A NA NA NA NA A A A A saini fresh chawyan junior hajmola pudina Anmol

enterprises NA A.K general store shiv bhandar modi lal mintoo di hatti suresh kumar mukesh kumar beas enterprises shankar &co. sushil kumar vinod NA NA NA NA A A NA NA

NA NA NA NA

NA NA NA NA

NA NA NA NA

NA NA NA NA

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kumar jugal kishore sharma &co. puran chand satya pal khana A banarsi das NA telu mal roshan lal parmanand general store rikhi ram amar nath jai ram ashok kumar hans raj shali gram shagun cosmetics kalia store himachal general store om general A A NA NA NA A NA NA A NA NA NA NA NA A NA A NA NA NA A
51

A A

NA A

NA A

A NA

NA A

A A

NA NA

NA A

A A

NA

NA

NA

NA A

NA NA

NA NA

NA NA

NA A

A NA NA A

NA A NA NA

NA NA NA A

A NA NA NA

A A A A

store NA khan chand &sons Prakash toys& A A A

cosmetics jai bharat medical store pawan general store A badriprasad NA tikan chand NA A NA NA A NA NA NA NA NA A NA NA A NA A A NA

Products name BABOOL SAINI FRESH CHAWYAN JUNIOR HAJMOLA PUDINA ANMOL

Total outlets 30 30 30 30 30

Available 15 10 6 8 16

Percentage 50% 33% 20% 26% 53%

ANALYSIS In Bareilly two products available in more than 50%retail outlets and three products available in less than 35%retail outlets. GRAPH.5 ON AVAILABILITY OF DABUR PRODUCTS IN BAREILLY

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DEPTH OF DABUR PRODUCTS IN BAREILLY DISTRICT ((Tissa, Bharmour, Sundla)

TABLE .6

firm's name babool sharma brothers rajdhani fancy store arushi _ 50oth:1ba _ _ _ 20har:4sa saini fresh

chawyan junior _ _ _

hajmola pudina 1JAR _ _ Anmol _ _ _ 30anmol:70parachute

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enterprises _ A.K general store 70oth:30ba

10oth;2junior 2jar

shiv bhandar modi lal mintoo di hatti suresh kumar mukesh kumar beas enterprises shankar &co. sushil kumar vinod kumar jugal kishore sharma &co. puran chand satya pal khana 100oth:5ba 12har:3sa 10har:2sa _ _ _ 2jar 20anmol:15parachute 50 anmol banarsi das _ telu mal roshan lal parmanand general store rikhi ram _ 10oth:1ba _ _ _ _ _ _ _ 30 anmol
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80oth:20ba _ _

60har:40sa _ _ _

_ 1JAR _

50anmol:50parchute 1anmol:10parachute 40anmol:60parachute

50har:50sa _

_ _ _

_ _ _

_ _ _

_ _ _

_ _ _

_ _

_ 2jar

_ _ 4anmol:10parachute

100oth:10sa _ 60oth:40ba

50har:50sa 10oth;1junior _

100oth:2ba

1anmol:10parachute

amar nath jai ram ashok kumar hans raj shali gram shagun cosmetics kalia store himachal general store om general 10oth:1ba 10har:30sa _ _ _ _ _ _ _ 60oth;40BA _ _ 30oth:6ba _ 10har:3sa _ _ _ _ _ 4oth:1junior 1JAR _ _ _ 28 anmol 50anmol:50parachute 5anmol:5parachute 20 anmol 10anmol:20PARACHUT E _ _ _ 60anmol:40parachute

store _ khan chand &sons Prakash toys& cosmetics jai bharat medical store pawan general store 20oth:2ba 30oth:6ba 100oth10ba 100oth:12b a 50oth:5ba

13oth:5junior _ _ 1jar _

50har:50sa _

10oth:2junior 1jar

4har:3sa _ _

15oth:3junior _ _ _ _ _

10 anmol _

badriprasad _ tikan chand _

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GRAPH .6 ON DEPTH OF DABUR PRODUCTS WITH COMPETING BRANDS IN BAREILLY

190 230 9 10 405

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FINDINGS
1 Retailers have complaints about the distributors for not giving them proper schemes. 2 Distributors give cash discount to retailers who give payment with in 1 week to promote the sales and also to avoid bad debts 3 In rural markets retailer have a greater say and they influence customers choice to a great extent the reason being illiteracy in rural areas.Retailers play major roles in promoting sales by pushing high margin brand. 4 Small packages are more in demand in rural areas like sachet of shampoos etc. because they have low income. 5 People are not so brand loyal in rural markets. 6 Distributors facing problems due to real juice is out stock in companys depot. 7 Distributors do not give schemes according to company norms for e.g if there is scheme on amla hair oil 50g that with one case 12 bottles free. But retailers in rural market order in pieces and distributor does not give any scheme to retailers this is not according to company norms. 8 Salesman of company not visiting regularly in the retailer also face the problem of placing order.

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Chapter VIII Conclusions

58

CONCLUSION
In my summer training in dabur I worked in marketing department of the company. I learned a lot of things during my internship in dabur on to study the rural distribution of dabur. This internship gives me insight of working in corporate world. During working on this project I learned a lot about Dabur Company. Mr. Sanjiv sharma was my industry guide in summer training. He gave me guidence about my project. He also helps me in understanding the scheme circular of the company which issues at the start of every month. he told me every evening that the next day which area I have to cover.he gave me feed back about my good and bad work . also helps to improve my mistakes. The purpose of my internship project is to check the availability and depth of daburs five products. For this I have to visited retailers to gather information. This helps me to improve my communication skills. This summer internship helps me to compare theory studied in classes with practical knowledge.the responsibility for me is to get the right information from retailers.and also aware retailers with the schemes offered by company. This will help the retailers to ask distributors about the schemes. Many times distributor does not pass schemes to retailers.

LIMITATIONS
1 Retailers were not intresting in interaction as it feels this research is not of any use 2 Money constraints, a lot of money requires in research as a student it is very difficult to manage.

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Chapter IX
Recommendations

60

RECOMMENDATIONS & SUGGESTIONS

RELATION BUILDING WITH RETAILERS:

It is very important to have good relations with the retailers as they are the ones who are finally responsible for the selling of the product. They are the ones who influence the buyers to buy a product. Now the question is how to develop good relations:

Firstly the profit margin should be increased by giving them extra

discounts on your product sale other than the basic margin of 10 to 11 %. Some gifts should be given on the sale of particular volume.

More display schemes should be given as it is one way of attracting customers to buy your product and moreover the retailer earns some monthly amount which motivates him to sell your product.

Retailers (as observed during the survey) face a problem of uninformed salesmen of Dabur as the salesmen of HLL or P&G were highly informed about their work. Retailers said that the salesmen were not regular with their visits and many a times they never turn up to take the orders even. So sales force should be given proper training and should be properly informed and proper check should be kept on them.

Few retailers had issues with the distributor of Dabur, so the authorities should take immediate actions to find out the differences and take
61

corrective action. In particular they had issues regarding the exchange of Dabur products. Dabur should run some programmes or meetings to have direct retailer manufacturer interaction so as to know if there are any loopholes in the chain of manufacturer to distributor to retailer. It is difficult for the retailer to reach to the company in case of any issues with the distributor or the product, so this interaction session can really act as a bridge to fill the gap between the company and the retailer.

TAPPING THE RURAL MARKET:

Penetration in rural market is just 10%, so there is huge potential in the rural market. Companies face a daunting task in communicating about their products to the consumer due to lack of literacy and failure of traditional media to penetrate in the rural households. Hence, the advertising mix has to be more towards non-conventional yet effective medium like Puppetry, Folk Theater & Song, Wall Painting, Demonstration, Posters, Agricultural Games, NGOs network, etc. As people are budget conscious in rural areas so they should be convinced that they are getting value for their money by buying your product. Role of retailer is also very important in rural markets, because he would be one who provides information regarding quantity of pack, promotional schemes, influences of advertisement; consumer feedback etc to company .So the retailer plays a very big role here. The rural customer goes to the same shop always to buy his things. And there is a very strong bonding in terms of trust between the two. The buying behavior is also such that the customer doesn't ask for the things by brand but like -- "paanch rupey waali chaye Dena". Now it is on the retailer to push whatever brand he wants to push as they can influence the buyer very easily and very strongly on the preferences.

62

Chapter X
Bibliography

63

BIBLIOGRAPHY

www.dabur.com www.irma.ac.in/research and publication/rp_detail.php?rp_id=404 www.indianmba.com/faculty_column/fc213/fc213.html www.dspace.mdi.ac.in/dspace/bitstream/123456789/271/1/retail+formats.pdf http://timesofindia.indiatimes.com

REFERENCES:
1. Gupta, sunil (1993), reflections on impact of sales promotions on when,what, and how much to buy, journal of marketing research (jmr), nov,vol.30 issue 4,page 522.

2.patronage behaviour of indian rural customers, south asian journal of management, july-sep 2004, vol.11, issue no.3.

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Chapter XI
APPENDIX/ ANNEXURE

65

QUESTIONNAIRE ( Retailer)

1. NAME OF THE RETAILER 2. ADDRESS OF THE SHOP

.. ...

3. DO YOU SELL THE FOLLOWING PRODUCTS? a) b) c) d) e) Tooth paste..yes/no Toilet cleaner.yes/no Malted health drinkyes/no hajmola..yes/no coconut oil..yes/no

4. ARE THE FOLLOWING BRANDS AVAILAIBLE AT YOUR OUTLET? a) b) c) d) e) babool.................................................yes/no saini fresh yes/no Chawyan junior............................... yes/no hajmola pudina................................. yes/no anmol yes/no

5. IN WHAT QUANTITY RATIO DO YOU HAVE THESE FOLLOWIG PRODUCTS? a) Babool: Colgate&pepsodent b) Saini fresh: harpic c) Chawyan junior: bournvita&horlicks... d) Hajmola pudina. e) Anmol: parachute

66