A RESEARCH PROJECT REPORT

ON
MARKETING STRATEGY OF DABUR PRODUCT

Submitted to Utter Pradesh Technical University, Lucknow

for the partial fulfillment for the Degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted To:
Dr. AJAY TRIPATHI

Dr. ASHWANI VARSHNEY

Project Supervisor

HOD (Management)

Submitted By: VIPUL KUMAR SINGH

Roll NO.: 1211670138

JAIPURIA INSTITUTE OF MANAGEMENT

14- C, VASUN1DHARA, GHAZIABAD.

CERTIFICATE

This is to certify that VIPUL KUMAR SINGH a student of Master of Business

Administration, Batch (2012-14) of JAIPURIA INSTITUTE OF MANAGEMENT,
Roll No. 1211670138 has undertaken the Research under my guidance for the Research
Project Title MARKETING STRATEGIES OF DABUR PRODUCT. This
Research Project Report is prepared in partial fulfillment for the Degree of Master of
Business Administration by Utter Pradesh Technical University, Lucknow.

To the best of my knowledge, this research work is original and no part of this report
has been submitted by the student earlier to any other institution / university.

Dr. AJAY TRIPATHI

Dr. ASHWANI VARSHNEY

Project Supervisor

HOD (Management)

ACKNOWLEDGEMENT
2

It is with the feeling of satiated and sense of zenith that I draft this
acknowledgement note. I wish to express my gratitude to those who have generously
helped me to compile the Dissertation and stand up high, to the expectation of the
institute.
I would like to express sincere gratitude to Dr. AJAY TRIPATHI and Dr. ASHWANI
VARSHNEY my faculty members guidance for his considerable advice, time and
substantial encouragement throughout the course of this dissertation.
Last but not the least; I would like to thank my friends for their diligent endeavor and
earnest desire to lead me towards my path of perfection.

VIPUL KUMAR SINGH

MBA- IV (SEM)

TABLE CONTENT

SUB TOPIC

PAGE NO

INTRODUCTION OF THE COMPANY

I.
COMPANY PROFILE
II.
COMPANY HISTORY
III.
FINANCIAL REPORT

PRODUCT PROFILE
PRODUCT LINE
I.
OVERVIEW OF THE HAIR OIL SEGMENT
a)
OVERVIEW OF VATIKA
b)
STP ANALYSIS OF VATIKA HAIR OIL
c)
MARKET MIX OF VATIKA HAIR OIL

6
8
10
13

15
16
19
20
22
24

II

STP ANALYSIS OF DABUR CHYAWANPRASH

35

III

MARKETING MIX OF DABUR CHYAWANPRASH

38

IV

ADVERTISING

39

SWOT ANAYSIS

52

ANSOFFIS PRODUCT MARKET EXPANSION GRIP

54

OBJECTIVE

57

RESEARCH METHODOLOGY

58

FINDING & ANALYSIS

63

CONCLUSION

86

LIMITATION

89

RECOMMENDATION

91

ANNEXURE

93

BIBLIOGRAPY

98

INTODUCTION OF COMPANY

Introduction to the Topic

The origin of Dabur can be traced back to 1884 when Dr. S.K. Burman started a health
care products manufacturing facility in a small Calcutta pharmacy. In 1896, as a result
of growing popularity of Dabur products, Dr. Burman set up a manufacturing plant for
mass production of formulations. In early 1900s, Dabur entered the specialized area of
nature based Ayurvedic medicines. In 1919, Dabur established research laboratories to
develop scientific processes and quality checks. In 1936, Dabur became a full-fledged
company with the name Dabur India (Dr. S.K. Burman) Pvt Ltd. Dabur shifted its
operations to Delhi in 1972. Dabur became a Public Limited Company in 1986 and
Dabur India Limited came into existence after reverse merger with Vidogum Limited.
In 1992, Dabur entered into a joint venture with Agrolimen of Spain to manufacture
and market confectionary items in India. In 1994, Dabur raised its first IPO. In 1998,
day to day running of the company was handed over to professionals. In 2000, Dabur
achieved a turnover of Rs 1000 crores. In 2005, Dabur acquired Balsara. Dabur crossed
$ 2 billion market cap in 2006. Some of the well-known brands of Dabur are: Amla
Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care, Pudin Hara, Babool
Toothpaste, Hingoli, Dabur Honey, Lemoneez, Meswak, Odonil, Real, RealActiv and
Vatika.

COMPANY OVERVIEW
7

Over its 120 years of existence, the Dabur brand has stood for goodness through a
natural lifestyle. An umbrella name for a variety of products, ranging from hair care to
honey, Dabur has consistently ranked among Indias top brands. Its brands are built on
the foundation of trust that a Dabur offering will never cause one harm.
The trust levels that this brand enjoys are phenomenally high. While Ries and Trout
may ask What does Dabur stand forshampoo or digestive tablets? The answer is
fairly simple, it stands for Indias fourth largest fast moving consumer goods company
that both consumers and trade respect and trust unequivocally, and which has an annual
turnover of over Rs 15 billion.
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle, while managing not to alienate earlier
generations of loyal customers.
Dabur is an investor friendly brand as its financial performance shows. There is an
abundance of information for its investors and prospective information including a
daily update on the share price (something that very few Indian

brands do). Theres a great sense of responsibility for investors funds on view. This is a
direct extension of Daburs philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall.

COMPANY HISTORY

Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn
and grow to a commanding status in the industry. The Company has gone a long way in
popularizing and making easily available a whole range of products based on the
9

traditional science of Ayurveda. And it has set very high standards in developing
products and processes that meet stringent quality norms.
1884 - Established by Dr. S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First R&D unit established
Early 1900s Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialization. It is
the first Company to provide health care through scientifically tested and
automated production of formulations based on our traditional science.
1930 - Automation and up gradation of Ayurvedic products manufacturing
initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda
Dabur introduces Indian consumers to personal care through Ayurveda, with the
launch of Dabur Amla Hair Oil. So popular is the product that it becomes the largest
selling hair oil brand in India.
1949 - Launched Dabur Chyawanprash in tin pack
Widening the popularity and usage of traditional Ayurvedic products continues. The
ancient restorative Chyawanprash is launched in packaged form, and becomes the
first branded Chyawanprash in India.
1957 - Computerization of operations initiated
1970 - Entered Oral Care & Digestives segment
Addressing rural markets where homemade oral care is more popular than
multinational brands, Dabur introduces Lal Dant Manjan. With this a conveniently
packaged herbal toothpowder is made available at affordable costs to the masses.
10

1972 - Shifts base to Delhi from Calcutta

1978 - Launches Hajmola tablet
Dabur continues to make innovative products based on traditional formulations that
can provide holistic care in our daily life. An Ayurvedic medicine used as a digestive
aid is branded and launched as the popular Hajmola tablet.
1979 - Dabur Research Foundation set up
1979 - Commercial production starts at Sahibabad, the most modern herbal
medicines plant at that time
1984 - Dabur completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a children's fun product with
the launch of Hajmola Candy. In an innovative move, a curative product is
converted to a confectionary item for wider usage.
1994 - Comes out with first public issue
1994 - Enters oncology segment
1994 - Leadership in health care
Dabur establishes its leadership in health care as one of only two companies
worldwide to launch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research
Foundation develops an eco-friendly process to extract the drug from its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real blitzkrieg
Dabur captures the imagination of young Indian consumers with the launch of Real
11

Fruit Juices - a new concept in the Indian foods market. The first local brand of 100%
pure natural fruit juices made to international standards, Real becomes the fastest
growing and largest selling brand in the country.
1998 - Burman family hands over management of the company to professionals
2000 - The 1,000 crore mark
Dabur establishes its market leadership status by staging a turnover of Rs.1, 000
crores. Across a span of over 100 years, Dabur has grown from a small beginning
based on traditional health care. To a commanding position amongst an august
league of large corporate businesses.

2001 - Super specialty drugs

With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company
gains entry into the highly specialized area of cancer therapy. The state-of-the-art
plant and laboratory in the UK have approval from the MCA of UK. They follow
FDA guidelines for production of drugs specifically for European and American
markets.
2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4

FINANCIAL REPORT

INCOME

2007

2006

2005

Sales Turnover

1778.02

1369.68 1268.72 1147.98

1232.3

1163.19

Excise Duty

36.93

26.89

73.37

60.61

Net Sales

1741.09 1342.79 1226.23 1082.58 1158.93

Other income

19.31

22.34

11.97

11.73

9.61

16.74

Stock

22.19

-4.24

7.96

-25.78

-3.58

16.85

42.49

12

2004

65.4

2003

2002

1102.58

Adjustments

Total Income

1782.59 1360.89 1246.16 1068.53 1164.96

1136.17

EXPENDITURE
Raw Materials

558.4

428.7

447.19

405.32

452.7

466.87

Power & Fuel

Cost

30.59

26.28

21.69

17.12

19.84

18.31

Employee Cost

109.77

91.23

74.99

70.3

89.47

Expenses

255.13

153.35

111.91

80.46

74.73

74.23

Selling and Adm

Exp

460.52

365.33

368.11

329.47

360.09

350.03

Miscellaneous
Expenses

55.17

56.36

35.5

29.09

32.15

26.13

Total
Expenditure

1469.58 1121.25

1059.39 931.76

1028.98 1013.03

Operating Profit

313.01

239.64

186.77

136.77

135.98

123.14

Interest

6.81

5.73

4.66

7.58

18.4

26.64

Gross Profit

306.2

233.91

182.11

129.19

117.58

96.5

Depreciation

21.98

19.05

17.1

15.75

22.04

20.99

Profit Before Tax

284.22

214.86

165.01

113.44

95.54

75.51

Tax

31.52

18.08

13

8.75

7.62

4.92

Fringe Benefit tax 3.28

3.7

Deferred Tax

3.49

5.56

77.46

Other
Manufacturing

-2.66

13

Reported Net
Profit

252.08

189.08

148.01

101.2

84.92

65.03

Extraordinary
Items

8.29

1.94

3.61

2.6

0.58

2.98

Adjusted Net
Profit

243.79

187.14

144.4

98.6

84.34

62.05

PRODUCT PROFILE

PRODUCT LINE

Foods

Real

Real Activ

Hommade

Lemoneez
14

Capsico

Health Care

Baby Care

Dabur Lal Tail

Dabur Baby Olive Oil

Dabur Janma Ghunti

Health Supplements

Dabur Chyawanprash

Dabur Glucose D

Hajmola Yumstick

Hajmola Mast Masala

Anardana

Hajmola
15

Hajmola Candy

Hajmola Candy Fun 2

Pudin Hara (Liquid and Pearls)

Pudin Hara G

Dabur Hingoli

Skin Care

Gulabari

Vatika Fairness Face Pack

Natural Cures

Shilajit Gold

Nature Care

Sat Isabgol

Shilajit

Ring Ring

Itch Care

Backaid
16

Shankha Pushpi

Dabur Balm

Sarbyna Strong

Personal Care

Hair Care Oil

Amla Hair Oil

Amla Lite Hair Oil

Vatika Hair Oil

Anmol Sarson Amla

Hair Care Shampoo

Anmol Silky Black Shampoo

Vatika Henna Conditioning Shampoo

Vatika AntiDandruff Shampoo

Anmol Natural Shine Shampoo

Oral Care

17

Dabur Red Gel

Dabur Red Toothpaste

Babool Toothpaste

Dabur Lal Dant Manjan

Dabur Binaca Toothbrush

Ayurvedic Specialities

Ayurveda

Ayurveda Vikas

OVERVIEW OF THE HAIR OIL SEGMENT

18

In the last quarter of the previous century Indian women have imbibed global mores,
ethics, fashions and styles in a remarkable way. Yet the popular iconography of
Indian beauty still associates them with beautiful fair skin and dark, long lustrous
hair a commonly accepted definition of beauty in Indian society.
Across the country, mothers spend endless hours teaching their daughters what their
mothers had taught them about maintenance of their natural beauty taken primarily
as caring for the skin and hair. In the hair care regime, of the numerous prescriptions
none is more universally accepted than the oiling of hair for nourishment and use of
home-made concoctions of henna and shikakai paste for conditioning them.
It would come as a surprise to only a few that hair oils have a penetration of almost
98% (Source: IRS 2003). Of the branded market, hair oils form a major chunk
accounting for Rs. 13 billion with coconut hair oils as the prime segment at Rs. 9.1
billion. (Source: ACNielsen ORG-MARG 2003).

OVERVIEW OF VATIKA

The Vatika brand was launched in 1995 with Vatika Hair Oil
as its first product. In the very first year of its launch it crossed Rs. 100 million in
turnover. Over the years, Vatika has come to be amongst the companys highest
selling brands.
It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later, in
2000, by Vatika Anti-Dandruff Shampoo. In 2003, brand sales crossed Rs. 1,000
million. From the companys perspective, Vatika is expected to continue to drive its
19

growth in the years to come. With its innovative offerings, the brand aims to become
a frontrunner in the market for hair care and skin care products.
Vatika is a comparatively young brand but is already acknowledged for the
qualitatively influential and pioneering role that it has played in the evolution of the
categories it has had a presence in. Currently, the total annual sales of Vatika
products are over Rs. 1,000 million. Of this, Vatika Hair Oil enjoys a 6.4% market
share in the coconut hair oil category (Source: ACNielsen ORG-MARG, 2003).
Vatika has not just been successful in garnering a premium image but, today, stands
as the preferred and trusted brand of 11.1 million users (Source: IRS Household
Data)

PRODUCT

Dabur Chyawanprash is the leader in the Chyawanprash category and

enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept
of branded Chyawanprash and since has invested heavily in product
development, clinical studies and consumer awareness. The product is essentially a
health supplement.
Known as the elixir of life, Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning. The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash helps
in stimulating immune system, relieving stress, improving stamina, fighting aging
20

through anti-oxidant property, improving lung function, fighting respiratory infections

& building resistance to disease. It is these properties that make Dabur Chyawanprash a
preferred choice for its users.
Ingredients of Dabur Chyawanprash

Vishwast
Amla,

Ashwagandha,

Hareetaki,

Dashmul,

Ghrit

health

beneficial

and

several

other herbs and herbal extracts.

Special
Vishwast

fortified

with

additional

herbs

like

Keshar, Akarkara etc

PACKAGING

The figure above shows the evolution of the packaging of Dabur Chyawanprash.
Dabur continuously innovates the package and branding of its chayawanprash. It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded
Chyawanprash in India. Later Dabur came out with its new packet of Chyawanprash
21

with Amitabh Bachchan as their brand ambassador. It also received Brand

Relaunch of the Year award from IMA.
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different types
of people.
1. One kilogram pack
2. 500 gram pack
3. 250 gram pack

STP ANALYSIS OF VATIKA HAIR OIL

SEGMENTATION

Vatika Hair Oil was launched at an almost 100% premium to the market leader.
This meant that the segment of the market that dabur wanted to cater to was the
premium segment which valued nourishment of the hair above the price and it
tried to attend to that segment which was not price sensitive.

22

TARGETING

This was in line with its proposition and overall brand strategy of a premium upmarket product targeted for individual needs as opposed to the collectivist culture of
the category. It targeted the high income urban category of hair oil users. Since the
product was expensive it could mainly cater to the urban market as opposed to the
rural market where consumers are highly price sensitive. Being positioned as having
amla, henna and lemon extracts, the product was targeted towards the young,
contemporary, educated, multi-faceted, achievement-driven and confident women
who were positioned as the Vatika Woman.

POSITIONING

Total hair Care brand

The product innovation was fed by the vital consumer insight that many women
in contemporary India are worried about hair problems caused by urban
pollution, frequent change of diet due to geographical mobility and other factors.
Beset by modern-day hair problems, they are far more inclined to rely on homegrown remedies. By offering hair oil that combined the benefits of natural
products in a single pack, Vatika created a niche for itself as the total hair care
brand.
23

Natural offering
Vatika is a brand that espouses traditional wisdom about health in a modern
format. It believes that nature has perennial answers to day-to-day health issues,
particularly when it comes to hair care and skin care. In a world where modern
living causes untold stress the Vatika brand holds out the promise of providing
natural ingredients that rejuvenate and safeguard the human body in an
extraordinary way. This concept is put to work through contemporary, modern
products, offered by Vatika.

The Vatika woman

The

Vatika

woman

is

young,

contemporary, educated,

multi-faceted,

achievement-driven and confident. It is in the Vatika brand that she sees a true
reflection of her own personal ideals.Through creation of the concept of Vatika
woman,it has tried to carve out a new positioning in the minds of the new age
woman.

24

MARKETING MIX OF VATIKA HAIR OIL

Vatika Hair Oil has made a huge impact with its innovative product offering, pricing
strategy, easy availability and promotion campaigns. In the marketing mix of Dabur, we
shall be discussing the 4 Ps of marketing mix with respect to Vatika Hair Oil. The mix
shall be analyzed as followed:

Product

Price

Place

Promotion

25

Product

Price

Promotion

Product

List Price

Variety

Discount

Quality

Financing

Design

Features

Brand Names

Services

Advertising

Place
&

Channels

Promotion

Location

Public Relations

Inventory

Schemes

Sponsorships

Credit Terms

Internet Marketing

PRODUCT

Brand Name: Vatika in Hindi means garden. The brand

attempts to live up to the promises beauty and nature
that are associated with its very name. Starting with these
associations Vatika has assiduously built a brand that
delivers on all these values through its various product
offerings, the mother brand being Vatika Hair Oil..
Innovative product offering:. Vatika Hair Oil is coconut
hair oil with special ingredients adding value to the product. While coconut oil
has been regularly used by Indian women as a basic hair nutrient, a combination

26

of herbs and natural products such as henna, amla and lemon have been used
for special hair needs.
Coconut hair oil provides nourishment to the hair, while henna along with other
herbs coat the hair and protect it from oxidation, thereby maintaining its natural
colour. Amla strengthens hair roots and helps maintain their natural health and
thickness. Lemon with its astringent action controls sebum flow and helps in
prevention of dandruff.
Apart from henna, amla and lemon, it also contains other natural ingredients like
brahmi, neem, bahera, kapur, kachari, harar, dugdha and sugandhit
dravyas.
Packaging: The qualities of Vatika products, ascribed to the brand by hundreds
of thousands of satisfied consumers, have been further underlined by its
attractive packaging. In a category dominated by blue
packs as analogous of pure coconut oils, Vatika broke the norm with its white
and green bottle with a mushroom cap.The green-and-white colours, used in its
packaging, reflect the brands natural ancestry and give it a premium look. These
also help Vatika stand out in the cluttered environment of Indian retail.
Available in
Bottles

75 ml, 150 ml, 300 ml

Flip cans

150 ml, 300 ml

Flip cans were introduced for the winter season.

27

Quality Vatika products contain natural ingredients that have been blended together
through scientific processes at Daburs in-house research laboratories. Dabur Research
Foundation has more than 100 scientists working together to make superior quality
products that match international standards.

PRICE

In the traditional coconut hair oil category, which presumably had price sensitive
consumers, Vatika Hair Oil with its value added proposition henna, amla and
lemon in a pure coconut oil broke this myth when it launched at almost a
100% premium to the market leader; even with such a pricing strategy it was
able to garner a significant share from the leader in the very first year of its
launch.

28

The table above shows that Dabur Vatika is one of the highest priced of hair oils
since it targets the higher income class and also that the prices have remain
unchanged since 1999.

PRICE/QUALITY MATRIX

Price
Quality

High

Middle

Low

Luxury

Ideal

Segment

Penetration

Offering

Average

Real

High

For

Premiere

VATIKA
Overpriced

Bargain

Middle

Low

Make The Sale

Unhappy

Cheap

and Run

Customers

Goods

29

PLACE
Vatika products including Vatika Hair Oil are sold in 38 countries through more than
15 lakh retail outlets and 5,000 distributors who service the entire country through a
wide marketing network.

Daburs distribution network extends beyond India in the following countries as well:
Distribution Network

30

Central, North & South America

Australia

Asia

Middle East

North & South Africa

East & West Europe

PROMOTION

Vatika the key focus brand of the company has always been well
supported. The company realised early that, from the perspective of brand
building, it was vital to invest in this brand.

31

.
Vatika Hair Oils first promotion: It focussed on the key benefit
beautiful hair without hair problems that came about as a result of the extra
nourishment through the value addition of henna, amla and lemon-derived
additives.

Creating conceptual awareness: In the initial phase of the communication,

the marketing objective was to create conceptual awareness about the new
product the goodness of coconut oil

enriched with natural herbs. Vatika was firmly established as the leader in the
new category of value-added hair oils and its promotion campaign was so
successful that the product segment itself came to be identified with Vatika.

32

In 1997, the company created a new promotion campaign which reinforced

the obvious fact that most coconut oil brands were not equipped to combat
the effects of pollution, hard water and chemicals the major causes of hair
ailments and hair deterioration.

ADVERTISING

Advertising is some form of paid-for method of communicating with the target

audience to inform, educate, reinforce or persuade, leading to mutually
satisfactory exchange
Nothing can happen without establishing the brands heritage emphasizing
technological prowess, explaining benefits and building bonds with prospective
buyers. Ads are necessary because the images are still mouldable and fluid and
the consumers sophistication level is low.
33

Vatika Hair Oil uses a number of advertising media like television, print,
internet, outdoor media which includes hoardings.
Events: In a series of other promotional activities, Vatika has been associated
with shows and sponsored events such as the Vatika Super Model India 2001
and Vatika Zee Sangeet Awards. It has also had a strong association, since its
inception, with Movers and Shakers the popular TV show.

34

Celebrity

Endorsements: The idea

of using an extraordinary

hair oil that offered extra

nourishment

communicated

was

through

campaigns featuring icons

such as Mandira Bedi,

Shefali

and

Sudha Chandran all

modern, young women

perceived to have that

extra

personality.A number of

Chhaya

edge

commercials

in
over

their
the

years

have

featured

personalities like Aditi Govitrikar, Preeti Jhangiani and Shweta Jaishankar.To infuse
the values of youthfulness and natural beauty, Rani Mukherjee is the current brand
ambassador

STP ANALYSIS OF DABUR CHYAWANPRASH

35

SEGMENTATION

Dabur Chyawanprash is the market leader in the Chyawanprash segment. It comes

under the category of health supplements. The segments that it considers are growing
kids, competitive youth, ever busy housewives and the aged.
For the growing kids: In today's competitive environment, the children are under high
pressure to excel.
For the competitive youth: Modern life keeps the youth busy and demands them to be
active and efficient.
For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder all
responsibilities.
For the aged: Old age weakens a person physically and mentally.
After segmenting the population into these categories it aims to keep them fit and
healthy.

TARGETING

36

Traditionally, chyawanprash was supposed to be a health supplement for the aged and
kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and
kids .This it is trying to achieve through its promotion activities by making Amitabh
Bacchan and Vivek Oberoi do the endorsement act. Amitabh has been projected as a
user of Chyawanprash attempting to establish the relevance of DCP amongst the adults
in todays demanding lifestyle. Vivek, who represents an urban ambitious non-user with
a mindset that Chyawanprash is not for him, meets his moment of truth when
outperformed by a young Chyawanprash user, thus reaching out to kids. His final
conversion from a non-user to a Chyawanprash user connects with the Youth. These
two ads compliment each other and connect very well with the targeted consumers

POSITIONING

37

"Andar se strong: Dabur chyawanprash has the tag line "Andar se strong By using
a natural language instead of scientific language it is able to connect with the
consumers and is able to achieve a better positioning in the minds of the Indian health
conscious consumer. A category like Chyawanprash for instance needs to understand
that in employing the category language it loses any chance of expressing its own
benefit distinctively.

Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating

immune system, relieving stress, improving stamina, fighting aging through antioxidant property, improving lung function, fighting respiratory infections & building
resistance to disease. The brand conveys this health conscious holistic view of the
product.
Brand Trust: Over 100 years of Daburs experience in Ayurveda ensures selection,
processing and quality control of right herbs along with scientific and clinical studies
makes DCP a trustworthy offering for consumers. Consumers view DCP as a product
by a trusted brand and therefore do not need to think twice before making a purchasing
decision.

38

MARKETING MIX OF DABUR CHYAWANPRASH

Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering, pricing strategy, easy availability and
promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps
of marketing mix with respect to Dabur Chyawanprash. The mix shall be analyzed as
followed:

Product

Price

Place

Promotion
39

Product

Price

Promotion

Product

List Price

Variety

Discount

Quality

Financing

Design

Features

Brand

Schemes

Advertising &

Channels

Promotion

Location

Public

Inventory

Relations

Credit

Sponsorships

Terms

Internet

Names

Marketing

Services

40

Place

PRODUCT

Dabur Chyawanprash is the leader in the Chyawanprash category and

enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept
of branded Chyawanprash and since has invested heavily in product
development, clinical studies and consumer awareness. The product is essentially a
health supplement.
Known as the elixir of life, Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning. The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash helps
in stimulating immune system, relieving stress, improving stamina, fighting aging
through anti-oxidant property, improving lung function, fighting respiratory infections
& building resistance to disease. It is these properties that make Dabur Chyawanprash a
preferred choice for its users.
Ingredients of Dabur Chyawanprash

Vishwast
Amla,

Ashwagandha,

Hareetaki,

Dashmul,

Ghrit

health

beneficial

and

several

other herbs and herbal extracts.

Special
Vishwast

fortified

with

additional

Keshar, Akarkara

41

herbs

like

Packaging

The figure above shows the evolution of the packaging of Dabur Chyawanprash.
Dabur continuously innovates the package and branding of its chayawanprash. It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded
Chyawanprash in India. Later Dabur came out with its new packet of Chyawanprash
with Amitabh Bachchan as their brand ambassador. It also received Brand
Relaunch of the Year award from IMA.

Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different types
of people.
1. One kilogram pack
2. 500 gram pack
3. 250 gram pack

42

PRICE

The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses

second degree price discrimination i.e more the quantity, lower the price.
1kg

Rs.175.00

500gms

Rs.100.00

250gms

Rs. 55.00

PRICE/QUALITY MATRIX
43

Price
Quality

High

Middle

Low

Luxury

Ideal For Penetration

Premiere

High

Segment

DABUR

Offering

CHYAWANPRASH
Overpriced

Average

Middle

Low

Real
Bargain

Make

The

Sale

and

Unhappy Customers

Cheap
Goods

Run

PLACE

44

Dabur has a very wide distribution of its products through 1.6 million retail outlets and
50 C & F agents all over India who distribute products to the retailers. A distribution of
C & F agents and manufacturing locations is given below.

Daburs distribution network extends beyond India in the following countries as well
Distribution Network

Central, North & South America

Australia

Asia

Middle East

North & South Africa

East & West Europe

45

PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities.

Advertising
Nothing can happen without establishing the brands heritage emphasizing
technological prowess, explaining benefits and building bonds with prospective buyers.
Ads are necessary because the images are still mouldable and fluid and the consumers
sophistication level is low. Dabur chyawanprash is advertised on print media as well
as on television.
The company has launched two ads, one each with Amitabh and Vivek, in national
electronic media followed by a series of print media campaign directed towards
creating awareness to educate people about the holistic benefits of Chyawanprash.The
ads have been created by McCann Ericsson and the company would be spending close
to Rs 10 crore in promotional campaign this year. The ads would also be translated in
Bengali. These advertisements are supposed to target the old and the younger
generation respectively.

46

Advertisement showing Vivek Oberoi

A little boy suggests his brother

to have Dabur Chyawanprash

To which the brother replies,

Mujhe iski kya zaroorat?

everyday.

The boy asserts, Zaroorat

hai! and starts running.

The big brother follows him but

is unable to catch him using every way.

47

Running with super energy the boy

...the big brother also dives in the

dives into the river. Not to be left behind... river but ultimately stops when he
get tired

With no option left he agrees

with his younger brother, maan
gaye guru, tere Dabur
Chyawanprash ko

The ad ends on the big brother

promising to have a spoon of the
chyawanprash everyday. But Our
younger one insists on two spoons.

48

COMPETITOR ANALYSIS

The key competitors of Dabur in the Chyawanprash segment are Baidyanath, Zandu
and Himani, which together with Dabur have about 85% of India's domestic market.
Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of
FMCG. It was established in 1884, and had grown to a business level in 2003 of about
650 million dollars per year, though only a fraction of that is involved with Ayurvedic
medicine. Dabur Chyawanprash (herbal honey) has a market share of 61%.
We have tried to analyse the competition for Dabur in the Chyawanprash segment as
follows:

49

Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in 1917
in Calcutta, and specializes in Ayurvedic medicines, though it has recently expanded
into the FMCG sector with cosmetic and hair care products; one of its international
products is Shikakai (soap pod) Shampoo.Its Chyawanprash has a market share of 10%.

Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named after an

18th-century Ayurvedic. The company focuses primarily on Ayurvedic products (in
1930, pharmaceuticals were added, but the pharmaceutical division was separated off
about 30 years later).

50

The Emami Group, founded in 1974, provides a diverse range of products, doing 110
million dollars of business annually, though only a portion is involved with Ayurvedic
products, through its Himani line; the company is mainly involved with toiletries and
cosmetics, but also provides Chyawanprash and other health products.Its market share
is 12%.

SWOT ANALYSIS OF DABUR

51

STRENGTHS

Strong presence in well defined niches( like value added Hair Oil and Ayurveda
specialities)

Core knowledge of Ayurveda as competitive advantage

Strong Brand Image

Product Development Strength

Strong Distribution Network

Extensive Supply Chain

IT Initiatives

R & D a key strength.

WEAKNESS

Seasonal Demand( like chyawanprash in winter and Vatika not in winter)

Low Penetration(Chyawanprash)

High price(Vatika)

Limited differentiation (Vatika)

Unbranded players account for the 2/3rd of the total market(Vatika)

52

OPPORTUNITIES

Untapped Market(Chyawanprash)

Market Development

Export opportunities.

Innovation

Increasing income level of the middle class

Creating additional consumption pattern

THREATS

Existing Competition( like Himani, baidyanath and Zandu for Dabur

Chyawanprash and Marico,Keo Karpin, HLL and Bajaj for Vatika Hair Oil)

New Entrants

Threat from substitutes (like Bryllcream for Vatika hair oil)

53

ANSOFFS PRODUCT MARKET EXPANSION GRID

MARKET PENETRATION: The new campaigns, featuring Amitabh Bachchan and,

for the first time, Vivek Oberoi, makes an aggressive attempt to establish the relevance
of Chyawanprash in an increasingly tough and demanding lifestyle, for the entire
family. As a market leader, Daburs focus has been to increase the relevance of this
time-tested and proven product in the family - both for users and non users - and
increase penetration. In their new campaign they have tried to establish the fact that
Chyawanprash, with its well - being properties, gives an edge to the users and dispel
the myth that it should be consumed in illness or is meant only for Children or the aged.
MARKET DEVELOPMENT: Dabur has identified exports as a major thrust area for
the future. An international business division has been set up within the company to
promote exports and it expect this business to grow steadily in the coming years. The
company plans to focus on Russia and CIS countries along with Afghanistan, West
Indies and the Asia Pacific region. It has also entered the North American markets by
appointing distributors and initiating marketing of products to the ethnic Indian
54

segment. The company has already been exporting hair oils, shampoos and Hajmola
candies to Afghanistan. In Bangladesh, Dabur is entering into a joint venture with a
local partner to manufacture and market its products. Dabur will hold a majority stake
in this joint venture.
PRODUCT DEVELOPMENT:
Dabur India Ltd (DIL),buoyed by a bottom-line growth of 84 per cent in the first
quarter this fiscal, would be investing significantly in the launch of several new
products including Dabur Herbal Toothpaste and Vatika Henna Conditioning hair
packs over the coming months.
The Vice-President-Sales, Mr S. Raghunandan, said, "The FMCG industry cannot be
defined only by the performance of large players. Smaller companies are now dictating
terms and defining the market. DIL will launch new products backed by adequate
research."
DIVERSIFICATION: Diversification across product segments and markets is one of
the key factors in favour of Dabur India. In 2001-02, Dabur India had three major
revenue contributors FMCG products, pharmaceuticals and ayurvedic specialties,
accounting for 76 per cent, 14 per cent and 7 per cent respectively, of its revenues.
Dabur's FMCG product basket includes such strong brands as Dabur Chyawanprash,
Vatika hair products, Hajmola digestive candy, Pudin Hara, Dabur Lal Dant Manjan
and Dabur Lal Tail massage oil. In pharmaceuticals, Dabur India markets branded as
well as bulk formulations, both in the domestic and export markets; oncologicals is a

55

key focus area. Dabur's anticancer molecule DRF 7295 is currently in Phase I clinical
trials on humans.
In a bid to diversify its product portfolio, Dabur India Ltd (DIL) has entered the toilet
soap market besides expanding its over-the-counter (OTC) medicine range with 10
new additions over the next few months. The company has begun test marketing toilet
soaps under the brand name Vatika in West Bengal. There is a single variant,
containing saffron and honey, right now and Dabur is positioning it on the herbal
platform. Manufacturing of the soaps category is being outsourced at present
Besides diversifying its product portfolio under the Consumer Care Division (CCD)
with a foray into soaps, DIL has also decided to enhance focus on the Consumer
Healthcare Division (CHD) this fiscal. The newly created CHD division within DIL
deals in prescription-based Ayurvedic medicines and over-the-counter (OTC) products.
Traditionally a business with low growth prospects, CHD closed 2004-05 at Rs 107.8
crore.
Some of the existing OTC products of DIL include cough and cold formulation
Honitus, isabgol called Naturecure, and memory enhancer Shankhpushpi .
The company plans to launch other products under its own brand name in Russia and
has already launched Dabur Boro Glow.

OBJECTIVE OF THE STUDY

56

 To know the customer awareness about the brands of the Dabur.

To aware about the mostly preferred brand among the customer and
Retail Stores
.
To survey with customers and Retail Stores to know the Marketing

Strategies of Dabur
.
To know about STP strategies of company to attract customers

towards brands
.
To aware about the Schemes whatever provided by company to

Retail Stores and Customers.

57

Research Methodology

Research Plan
58

Data source
Research approach

:
:

Primary data and secondary data

Observation & Survey

Research instrument :

Questionnaire for consumers, retailers & dealers

Sampling Plan

Sampling unit Sample size 100, Sampling

Contact method

Personal

Field work plan

Survey place & time

procedure random

Research & common platform, refer to a knowledge. Another definition of research & a
careful investigation or enquiry specially through search for new fact in any brand of
knowledge.
Before embarking upon the research plan the research objective were specified. The
clarity of the objective was helpful in carrying forth the project plan with core & with
encumbrance.

Methodology used in survey

Data collection : A structure from which is primary. In this sources of information was
used in this research was designed in order to find out the various record information &
also to fulfill the objectives of the project.
59

All form filled by myself taking a part of on English. Some question were framed in the
forms in directly so as to gather the information which . Would have been asked
directly might have offered the retailers so that this had to be frame indirectly.
Sample Selection : Area of study: I choose the routes to know the market conditions of
the DABUR that what are the real position of DABUR in the market. The choosen
route are given below
h Design

Methodology Adopted
As the purpose of the project report is to analyse the consumable products successfully
launched in the last three years.
The data was collected both with the help of primary as well as secondary sources.

For primary data, I proceeded with the drafting of the questionnaire for consumers was
structured as undisguised, & Personal -interview retailers. Distributors & wholesalers
and it was handed personally by me to the respondents to be analysed.
The questionnaire method was useda)

To get first and relevant and unbiased information

b)

Questionnaire provides versatility and solutions can be obtained by just asking

the questions.
60

c)

Questioning is usually faster and cheaper.

d)

Moreover, there is more control over data gathering activities.

Secondary data was also collected personally by me, which the company has furnished
for the general public. The secondary data was gathered with the help of various
magazines, newspapers, journals, brochures and also through the internet. For
secondary sources no field work was employed.
In order to amplify the empirical findings from primary and secondary sources, a
survey was conducted both of consumers and retailers Distributor & Wholesalers in
order to gauge the market opinion.
The questionnaire was of multiple choice and the pattern of questions was as simple as
possible. With every question, multiple choices were given and

respondents were asked to select one of them. The questionnaire technique was
structured and not disguised as the questions followed one pattern and reason behind
the questionnaire was stated properly. All the questions were directly related to the
subject.
For Dabor Chyawanprash and Vatika hair oil.

61

1)

Sample size for customers were 150 in number and the universe comprised of
all the consumers within the geographical region of Delhi.

2)

Sample size for retailers were 40 in number and the universe comprised of all
the consumers within the geographical region or Delhi.

3)

Sample size for Distributor & Wholesaler were four in number & the universe
comprised of all the consumers within the geographical region of Delhi.

62

RETAILER SURVEY RESULTS

DABUR CHYAWANPRASH

1) Which brands of Chyawanprash do you stock?

63

100
90
80
70
60
PERCENTAGE

50
40
30
20
10
0
ZANDU

HIMANI

BAIDYANATH

ANALYSIS:
In the survey most of the people know about DABUR
CHYAWANPRSH

as compare to other

64

DABUR

2) Out of these which are the most preferred?

80
70
60
50
RATING(1-LOW 5-HIGH)

40
30
20
10
0
ZANDU

HIMANI

BAIDYANATH

ANALYSIS:
In the rating DABUR got highest position in retail survey

ZANDU,HIMANI got low position

65

DABUR

3) According to you what are the reasons for customers preferences?

60
50
40
PERCENTAGE

30
20
10
0
brand loyalty

price

availability

no reason

ANALYSIS :
During the survey customer preferances to brand loyalty not for
Price

66

4. What schemes are you offered by the companies?

60
50
40
PERCENTAGE

30
20
10
0
price discount

buy one get one

others

ANALYSIS;
Customer survey 60% price discount 5% byu one get one
And 40%others companies also prefer

67

5).Does a change in price affect their preferences?

60

50

40
PERCENTAGE

30

20

10

0
yes

no

ANALYSIS:
Changing price also affect their preference because they that time they

dont know which they prefer

68

CUSTOMER SURVEY RESULTS

DABUR VATIKA

AWARNESS LEVEL

40

35

30

25
PERCENTAGE

20

15

10

0
PARACHUTE

KEO KARPIN

NIHAR

HAIR AND CARE

VATIKA

ANALYSIS:
In this survey I got Parachute is the most preferred brand according to Awarness

Level of Customer followed by Vatika.

69

PREFERRED BRAND

40

35

30

25
PERCENTAGE

20

15

10

0
PARACHUTE

KEO KARPIN

NIHAR

HAIR AND CARE

Analysis
Parachute is the most preferred Brand among the customers followed by
Vatika and Keo Karpin.

70

VATIKA

SATISFACTION LEVEL

3.5

2.5
RATING(1-LOW 5-HIGH)

1.5

0.5

0
PARACHUTE

KEO KARPIN

NIHAR

HAIR AND CARE

VATIKA

Analysis
The satisfaction level of customer towards Parachute, Keo Karpin and

Vatika are same and High followed by Nihar.

REASON TO BUY THE PREFFERED BRAND

71

45
40
35
30
25
PERCENTAGE

20
15
10
5
0
NON STICKY

BRAND LOYALTY

FRAGRANCE

PRICE

Analysis
The mostly reason to buy the preffered brand is Non Sticky followed by

the Price of the brand.

72

HOW DID YOU COME TO KNOW ABOUT THIS BRAND.

80
70
60
50
PERCENTAGE

40
30
20
10
0
TV

INTERNET

WOM

PRINT

Analysis
Most of the people came to know about this brand through TV followed by
.
WO

73

UNAVAILABILITY OF PREFERRED BRAND

45
40
35
30
25

PERCENTAGE

20
15
10
5
0
PURCHASE ANOTHER BRAND

WAIT

BUY SUBSTITUTE

WHATEVER OFFERED BY RETAILER

ANALYSIS:
The reason of unavailability of preffered brand is Purcha se another Brand
followed by Wait constraints.

74

PREFERRED PACK SIZE

60

50

40

PERCENTAGE

30

20

10

0
75ml

150 ml

300 ml

Analysis
The mostly preferred pack size of the brand is 150 ml followed by 300 ml.

75

REASON TO SELECT PREFERRED PACK SIZE

40
35
30
25
PERCENTAGE

20
15
10
5
0
AVAILABILITY

PRICE

FAMILY SIZE

STORAGE

Analysis
The mostly rason to select preferred pack size is Availability of the brand followed

by Price.

76

FREQUENCY OF PURCHASE

70

60

50

40

PERCENTAGE

30

20

10

0
15 DAYS

ONE MONTH

TWO MONTHS

Analysis
The mostly frequency of purchase the preferred brand is Two months

followed by One month.

77

RETAIL SURVEY RESULTS

DABUR VATIKA

1) Which brands of Hair Oil do you stock?

80

70

60

50

PERCENTAGE

40

30

20

10

0
marico

hll

karrpikeo karpin

vatika

Analysis
Mario is the brands of hair that is mostly stocked by Retail Stores followed

by Vatika.

78

2) .Out of these which are the most preferred?

50

45

40

35

30
PERCENTAGE

25

20

15

10

0
marico

hll

karrpikeo karpin

vatika

Analysis
Mario is the most preferred brand among the Retail stores followed by

Vatika and Hill.

79

3) According to you what are the reasons for customers preferences?

50
45
40
35
30
PERCENTAGE

25
20
15
10
5
0
brand loyalty

price

availability

no re ason

Analysis
The mostly reasons for customers preferences is Brand Loyalty followed

by Price according to Retail Stores.

80

4) What is the profile of your typical consumer?

50
45
40
35
30
PERCENTAGE

25
20
15
10
5
0
high incom e

m iddle incom e

low incom e

Analysis
The mail Profile of the customer of Retail Stores lies in the

Middle income level followed by Low income level customer.

81

5) What schemes are you offered by the companies?

40
35
30
25
PERCENTAGE

20
15
10
5
0
price discount

buy one get one

others

Analysis
The mostly scheme that are provided by Companies to Retail Stores is

Price Discount followed by Buy One Get One offer.

82

6) What schemes does a consumer prefer most?

60

50

40
PERCENTAGE

30

20

10

0
price discount

buy one get one

others

Analysis
Customers mostly prefer the Price Discount Scheme followed by Buy One

Get One offer.

83

7) According to you, does in-store advertising have an affect on the consumers

preference?

60

50

40
PERCENTAGE

30

20

10

0
yes

no

Analysis
According to Retail Stores Advertising does not have an effect on the

consumers preferences.

84

8) Does a change in price affect their preferences

60

50

40
PERCENTAGE

30

20

10

0
yes

no

Analysis
According to Retail Stores Price of the brand definitely affect the

preferences of customers.

85

86

CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing.
Packed Chyawanprash followed by Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit
and several
other herbs and herbal extracts. the market. The consumers patriotic love for tea and
coffee is unfared. Chyawanprash are yet to establish their supplement use in the
average household here in lies the great opportunities. Within the market, it is safe to
conclude that dabur has hit off ratherwell with the masses. dabur has clearly lost it
head start advantage and thereby acquiring just 35% of the market share while others
enjoys rest of the market share. This could be well attributed to dabor successful ATA
(Availability, Taste and Affordability) marketing module, the attributes most rated by
the consumers. Lack of publicity has hampered the growth progress of the brand so
aggressive advertising is needed to promote Chyawanprash and vatika hair oil
brand .The brands such as that of Chyawanprash by vednath, Chyawanprash with its
sonacahndi, Minute- made and also US food giantssDel Monte are ready to hit the
Chyawanprash market very soon.
Vatika hair oil has no major competition except an Australian Product Tobasco. As a
new product so people are not able to digest it yet Dabur is getting 8 crores from
Vatika hair oil in which accounts for 4 crores, Lemoneez 1 Crore & others 3 Crores .
As the strategies of the companies keeps on changing, be it in Chyawanprash
industry, a company has to create perceptions and cover them into realities.

It is an

expensive proposition requiring huge expenditure on advertising, sponsorships and

87

media. Thus, the ideal

company will be the one which combines the high end

technology with consumer insight.

As 16% of the excise duty is exempted on food products in this budget , Many food
companies including Dabur got benefited from it . On the analysis of survey it was
found that target Market of Chyawanprash want quality benefit rather then Price
benefit, so it is better to stress on quality rather than on decreasing price to increase
sales and profit. To increase market share Dabur should give slight price benefit on
Dabur brand so that customers of other Juice brand should switch from other brand to
Dabur brand .
As vatika hair oil is a new product introduced by Dabur and as Dabur is getting excise
benefit from the Government so Dabur should pass slight Price benefit to the target
market so that target market should use the vatika hair oil and adopt it in making daily
food thereby increasing the market share of vatika hair oil.

88

LIMITATION OF THE STUDY

89

 It was quenching time in the shops that use to deal in and some retailers could
not give proper attention towards our queries.

Some retailer did not co-operative with us as they thought; it is just wastage of
time

There was no way to assess the reliability of the retailers. What ever they said
had to be assumed to be truth.

Category wise search for retailer was a terrific job in the market.

90

RECOMMENDATIONS
Focus on growing core brands across categories.

Reaching out to new geographies, within and outside India.

Improve operational efficiencies by leveraging technology.

91

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

Provide consumers with innovative products within easy reach.

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

Position Dabur Chyawanprash as not more of

a medicine but as something which is
necessary for health.

More initiatives like Dabur ki Deewar to increase brand visibility. It is an

initiative to occupy shelf space.

92

CONSUMER QUESTIONAIRRE- DABUR VATIKA HAIR OIL

Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to study
the consumer perception for hair oil.
93

Any information provided by you will strictly be used for Academic Purpose.
1. Which brands of hair oil are you aware of?

Parachute

Keo Karpin

Nihar

Hair And Care

Dabur Vatika

2. Which brand of Hair Oil do you use?

Parachute

Keo Karpin

Nihar

Hair And Care

Dabur Vatika

3. Where would you rate your brand on a scale of 1 5 ( 5 being highest)?

1
94

4. What are the primary reasons for which you use this particular brand?

Non sticky

Brand Loyalty

Fragrance

Price

5. How did you get to hear about this brand?

6.

TV

Internet

Word of Mouth

Print

If your brand is not available you would..?

Purchase another brand

95

Wait for it to be available

Go for a substitute

Buy what is offered by the retailer

7. Which pack size do you prefer?

75 ml

150 ml

300 ml

8. On what parameters do you choose this pack size?

Availability

Price

Family size

Storage

9. How often do you buy?

96

Once in 15 days

Once a month

Once in two months

10. Are you satisfied with your brand?

Yes

No

97

REFERENCES

Books:

98

 Kotler Philip, Marketing Management, 11th edition, 2003, Pearson Education

Inc., P. 8-9.

Ramaswamy V S, Marketing Management, 3rd edition, 2002, Macmillan India

Ltd., P. 5-10

Kothari C. R., Research Methodology, 2nd edition, 2002, New Age International
Pvt. Ltd., P. 11, 130.

Robbins Stephen P., Organizational Behaviour, 10th edition, 2004, Pearson

Education Inc., P. 425-432.

Company Documents.
Websites
www.google.com
www.dabur.com
www.tutor2u.net

99