TABLE OF CONTENTS

 Acknowledgement
 Preface
 Certificate
 Declaration by candidate

 Chapter I
 Introduction of Vatika oil
 History of Company

● Chapter II
■ About the company
 Objectives of the Research
 Research Methodology
 Data collection Method
 Sampling Plan

 Chapter III
 Data Analysis and Interpretation

 Chapter IV
 Limitations
 Suggestion
 Conclusoin
 Bibliography
 Sample Questionnaire.
 ACKNOWLEDGEMENT

It is indeed of great moment to pleasure to express our senses of per

found gratitude & in daftness to all the people who have been instrumental
in making our project work a rich experience.
In the making of this project report, we have relied upon the valuable
assistance and help of several people without whom this report has not
been possible.
We would like to pay my sincere thank to Prof. Y.S.Thakur Head of
the the department FMS Sagar for providing us the opportunity to
work on project.
We pay our heariest thank to our project guide MISS PRIYANKA
JHARKHARIYA and our faculties Dr. SHREE BHAGWAT, PRAGYA BHARGAVA ,
GIRBAL SINGH LODHI , JYOTI PANDEY , DEVAGYA SHRIVASTAVA , ANKUR
RANDHELIYA , MAYURI JAIN , SHAKUNTALA YADAV for their valuable
guidance & support. Without their help we would not have completed
our project report successfully.
We pay our heartiest thank to all staff members of my
department, our parents and friends for their kind support and
suggestion.

NISHA KANNOJIA
MBA 2nd Sem.
 PREFACE
In this survey every efforts have been made to highlight the
major aspect related to the topic “A STUDY BASED ON CUSTOMER
SATISFACTION WITH “DABAR VATIKA OIL” by a comprehensive
study of literature and by survey information. It is tried to give an
impressive information regarding Financial sectors .
To make it easier different tabular and diagrammatic
approaches have been used which helps in illustration and
understanding the theme . It gives different private sectors,
companies, a market image as well as depicts phase of their works to
understand in better way.
Survey report is an important document and contains information
that can be used to find out what are the finding and how a research is
carried out on the basis of private companies, therefore different tabular
and diagrammatic approaches are used for illustration and understanding.
A good survey report is the evidence of extensive survey and research
carried out in a systematic manner.
 CERTIFICATE

The Project Report on A STUDY BASED ON CUSTOMER

SATISFACTION WITH “DABAR VATIKA OIL” prepared by NISHA
KANNOJIA students of MBA 2nd sem. for the partial fulfillment of Degree
of Master of Business Administration is satisfactory in respect of:

Comment by: Supervisor: Head of The Examiner:

Department:
1. Contents and
presentation of
subject matter
2. Language
3. Embodies the
original work of
candidate
4. Submission
within due date

Signature of Supervisor Signature of H.O.D

Signature of Examiner
 DECLARATION BY CANDIDATE

I am NISHA KANNOJIA declare that the project report titled

A STUDY BASED ON CUSTOMER SATISFACTION WITH “DABAR
VATIKA OIL” ” is my own work.

To the best of my knowledge the report does not contain

any work, which has been submitted for the award of any degree,
anywhere.

Signature of Candidates
NISHA KANNOJIA
MBA 2nd sem. 31st Batch
 PREFACE
In this survey every effort have been made to highlight the
major aspect related to the topic “A STUDY BASED ON CUSTOMER
SATISFACTION WITH “DABAR VATIKA OIL” by a comprehensive
study of literature and by survey information. It is tried to give
impressive information regarding financial sectors.
To make it easier different tabular and diagrammatic
approaches have been used which helps in illustration and
understanding the theme. It gives different private sectors,
companies, and a market image as well as depicts phase of their
works to understand in better way.
Survey report is an important document and contains information
that can be used to find out what are the finding and how a research is
carried out on the basis of private companies, therefore different tabular
and diagrammatic approaches are used for illustration and understanding.
A good survey report is the evidence of extensive survey and research
carried out in a systematic manner.
INTRODUCTION;-

Dabur India Limited is a leading Indian consumer goods

company with interests in Hair Care, Oral Care, Health Care, Skin Care,
Home Care and Foods. From its humble beginnings in the bylines of
Calcutta way back in 1884 as an Ayurvedic medicines company, Dabur
India Ltd has come a long way today to become a leading consumer
products manufacturer in India. For the past 125 years, we have been
dedicated to providing nature-based solutions for a healthy and holistic
lifestyle. Through our comprehensive range of products, we touch the lives
of all consumers, in all age groups, across all social boundaries. And this
legacy has helped us develop a bond of trust with our consumers.
We intend to significantly accelerate profitable growth. To do this, we
will:

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

new geographies, within and outside India, and improve operational
efficiencies by leveraging technology
 Be the preferred company to meet the health and personal grooming
needs of our target consumers with safe, efficacious, natural solutions
by synthesizing our deep knowledge of ayurveda and herbs with
modern science
 Provide our consumers with innovative products within easy reach.
 Build a platform to enable Dabur to become a global ayurvedic leader.
HISTORY:-

1884 Birth of Dabur

1896 Setting up a manufacturing plant
Early Ayurvedic medicines
1900s
1919 Establishment of research laboratories
1920 Expands further
1936 Dabur India (Dr. S.K. Burman ) Pvt. Ltd.
1972 Shift to Delhi
1979 Sahibabad factory / Dabur Research Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division / Project STARS
1998 Professionals to manage the Company

2000 Turnover of Rs.1,000 crores

2003 Dabur demerges Pharma Business
2005 Dabur acquires Balsara
2005 Dabur announces Bonus after 12 years
2006 Dabur crosses $2 Bin market Cap, adopts US GAAP
 ABOUT THE COMPANY

VISION

"Dedicated to the health and well being of every household"

BASIC PRINCIPLES OF DABUR COMPANY

1) OWENERSHIP:-

This is our company. We accept personal responsibility, and accountability

to meet business needs.

2) PASSION FOR WINNING:-

We all are leaders in our area of responsibility, with a deep commitment to

deliver results. We are determined to be the best at doing what matters
most.

3) PEOPLE DEVELOPMENT:-

People are our most important asset. We add value through result driven
training, and we encourage & reward excellence.

4) CONSUMER FOCUS:-

We have superior understanding of consumer needs and develop products

to fulfill them better.

5) TEAM WORK:-

We work together on the principle of mutual trust & transparency in a

boundary-less organisation. We are intellectually honest in advocating
proposals, including recognizing risks.

6) INNOVATION:-
Continuous innovation in products & processes is the basis of our success.

7) INTEGRITY :-

We are committed to the achievement of business success with integrity.

We are honest with consumers, with business partner.

Founder and Leaders

Founding Thoughts

"WHAT IS THAT LIFE WORTH WHICH CANNOT BRING

COMFORT TO OTHERS

.
The story of Dabur began with a small, but visionary endeavor 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.

COMPANY PROFILE:- Name of the board of director

CHAIRMAN

Dr.ANAND BURMAN

CHIEF EXECUTIVE OFFICER

VICE CHAIRMAN SUNIL DUGGAL

AMIT BURMAN
CONCEPT OF SOCIALRESPONSIBILITY

When our 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.

Our major initiatives in the Social sector include

a) Establishment of the Sustainable Development Society, or Sundesh, in

1993 - a non-profit organisation to promote research and welfare activities
in rural areas;

b) Promoting health and hygiene amongst the underprivileged through the

Chunni Lal Medical Trust; and

c) Organizing the Plant for Life programme for schoolchildren - to

create environmental awareness amongst young minds.
PRODUCT DABUR VATIKA
 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 company’s
highest selling brands.

It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and

later, in 2000, by Vatika Anti-Dandruff Shampoo. In 2007, brand sales
crossed Rs. 1,000 million. From the company’s perspective, Vatika is
expected to continue to drive its 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).
Vatika has not just been successful in garnering a premium image but,
today, stands as the preferred and trusted brand of 11.1 million user

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

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 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,kapurkachari,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.

Quality: Vatika products contain natural ingredients that have been

blended together through scientific processes at Dabur’s 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.

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

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.

Vatika Hair Oil’s 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.
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, educates, reinforce or persuade, leading to
mutually satisfactory exchange”
Nothing can happen without establishing the brand’s 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 consumer’s sophistication level is low.
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 Mover’s and Shakers’ – the
popular TV show.

Celebrity Endorsements: The idea of using an extraordinary hair oil that

offered extra nourishment was communicated through campaigns
featuring icons such as Mandira Bedi, Shefali Chhaya and Sudha
Chandran– all modern, young women perceived to have that extra edge
in their personality.A number of commercials over 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.

OBJECTIVES OF THE RESEARCH

Following are the major objective of study: -

1. To study the impact (strong effect or imperission) of Budget Policies on

Marketing Strategy of Dabur Foods.

2. To study the Consumer, Buying behavior.

3. To study the problems faced by Dabur.

 RESEARCH METHODOLOGY

MEANING OF RESEARCH METHODOLOGY:-

The word research methodology is the combination of two words so in

order to understand the meaning of it we have to first understand the
meaning of both the term individually. The word research means to findout
or study any thing again in a systematic manner,where as the word
methodology refers to the process and method which are used in doing the
study.In this way research methodology means the methods which are
used in research and study.

a)RESEARCH DESIGN APPLIED IN THIS PROJECT -

We are used ANALYTICAL research design in this project.

MEANING OF ANALYTICAL DESIGN:-
The research in which the researcher can collect data through observation,
doing field work , conduct personal interviews with the respondents etc is
known as analytical research design.

b) SAMPLE PLAN:-
1) SAMPLE METHOD:- Simple randomly method.

2) SAMPLE UNIT:- Individuals i.e. customers.

3) SAMPLE SIZE:- Total 50 customers

4) DATA TYPE:- We are used are two type of data type in this project
they are as follows:-

a) PRIMARY DATA:- The data which is used first time and not previously
collected or used it is known as primary data. It is used in its real form i.e.
as it is.We can collected primary data from the following sources.
a) Direct personal interviews.
b) Filling up of questionnaires.
c) Field work.

b) SECONDARY DATA:- The data which is collected previously by some

one in their research and study and again used by some one in their study
and research. We can collected secondary data from the following
sources.
a) Various journals
b) Internet
CUSTOMER SURVEY RESULTS

DABUR VATIKA

AWARNESS LEVEL

100

80

60

40

20

0
PARACHUTE KEO KARPIN NIHAR HAIR AND ... DABUR
VATIKA
IN INTERPRETATION

It was observed that 90% customers award about the dabur

vatika hair oil.

PREFERRED BRAND

40
35
30
25
20 PERCENTAGE
15
10
5
0
PARACHUTE KEO KARPIN NIHAR HAIR AND VATIKA
CARE
.

INTERPRETATION
 It was observed that 30% customers preferred the dabur Vatika
among the wide range of hair oil.

SATISFACTION LEVEL

4
3.5
3
2.5
RATING(1-
2 LOW 5-
1.5 HIGH)
1
0.5
0
PARAC... KEO NIHAR HAIR AND VATIKA
KARPIN CARE

INTERPRETATION

It was observed that the satisfaction levels are high about the
quality of the vatika hair oil.
 SWOT ANALYSIS OF DABUR

STRENGTHS WEAKNESS

 Strong presence in well defined  Seasonal Demand (like.

niches( like value added Hair Vatika not in winter)
Oil and Ayurveda specialties) .
 Core knowledge of Ayurveda  High price(Vatika)
as competitive advantage  Limited differentiation (Vatika)
 Strong Brand Image  Unbranded players account
 Product Development Strength for the 2/3rd of the total
 Strong Distribution Network market(Vatika)
 Extensive Supply Chain
 IT Initiatives
 R & D – a key strength

OPPORTUNITIES THREATS

 Market Development  Existing Competition( like

 Export opportunities. Marico,Keo Karpin, HLL and
 Innovation Bajaj for Vatika Hair Oil)

 Increasing income level of the  New Entrants

middle class  Threat from substitutes (like
  Creating additional Bryllcream for Vatika hair oil)
consumption pattern

LIMITATIONS:-

As each and every project report has got certain limitations. So this
project also has got some limitations as well as it is very difficult to study
every aspect of error in it , some of the limitations of the project are as
follows-

 People did not gave full response and they were biased in some
personal questions.
 Data Received may not be their actual one and may have some
variances.
 Data from the secondary source may have some variance.
 Some peoples are uninterested in my projects.
 Some Peoples didn’t information about their brands.

SUGGESSTION

1.Focus on growing core brands across categories.

2. Reaching out to new geographies, within and outside India.
3. Improve operational efficiencies by leveraging technology.
4. Be the preferred company to meet the health and personal grooming
needs of our target customers with safe, efficacious, natural solutions by
synthesizing the deep knowledge of ayurveda and herbs with modern
science.
5. Provide consumers with innovative products within easy reach.
6. The vatika hair oil should be less sticky.
7It should control the dandruff also.
8. Some discount facility should also be provided n order to attract the
customers.

CONCLUSION

The Vatika Hair Oil Industry is yet to capture the Hair Oil market in full
swing. Packed Vatika 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 rather well with the masses. This
could be well attributed to dabur 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 vatika hair oil brand
.The brands such as that of Vatika by Keo karpin.
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 Hair Oil industry, a company has to create
perceptions and cover them into realities. It is an expensive proposition
requiring huge expenditure on advertising, sponsorships and media. Thus,
the ideal company will be the one which combines the high end technology
with consumer insight. 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.

BIBLIOGRAPHY

DATA COLLECTION METHOD-

 QUESTIONAIRE
  CUSTOMER INTERVIEW

Books: Marketing Management: Twelfth Edition – Philip Kotler & Kevin

Lane Keller

Websites:

 www.google.com
 www.dabur.com
 www.tutor2u.net
 www.brandchannel.com
 www.blonnet.com
 www.superbrandsind
 www.wikipedia.com
 www.scribd.com
 www.dabarindia.com

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.
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
 2
 3
 4
 5

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?
 TV
 Internet
 Word of Mouth
 Print
6. If your brand is not available you would?
 Purchase another brand
 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?
 Once in 15 days
 Once a month
  Once in two months
10. Are you satisfied with your brand?
 Yes
 No

Personal Information: -

Age:
Location:
Income (per month):
(1) Rs. 1,000 – Rs. 10,000 (2) Rs. 10,000 – Rs. 30,000
(3) Rs. 30,000 – Rs. 50,000 (4) Above Rs. 50,000

Thanks for your,s valuable contribution.

Signature of the respondent:-
Date :-