A PROJECT ON MARKETING STRATEGIES OF DABUR

PRODUCTS

SUMMER TRAINING PROJECT REPORT

SUBMITTED TOWARDS PARTIAL
FULFILLMENT
OF
MASTERS OF BUSINESS ADMINISTRATION

(Affiliated to Mahamaya Technical University)

ACADEMIC SESSION
2011 – 2012

Submitted By:
NIKHLESH VARSHNEY
ROLL NO. 1068670058
2010-2012

External Supervisor Internal Supervisor

Mr. PRINCE GAUR Dr. RAJINDER SINGH SALES
EXECUTIVE PROFESSOR
DABUR INDIA PVT LTD AIAM
WEST PATEL NAGAR,11008 GREATER NOIDA

49, Knowledge Park-III,

Greater Noida, (U.P.),
201308
 ACKNOWLEDGEMENT

The project on “MARKETING STRATEGIES OF DABUR INDIA PRODUCT” has been

conducted by me during 19 July To 29 August. I have completed this project, based on the
Primary research, under the guidance of my faculty guide Dr. Rajinder Singh .

I owe enormous intellectual debt towards my guide who has augmented my knowledge in the
field of Marketing Research they have helped me learn about the process and giving me valuable
insight into the various MR practices

.I would like to thank all the respondents without whose cooperation my study would not have
been possible.

Last but not the least, I feel indebted to all those persons and organizations that have provided
helped directly or indirectly in successful completion of this study.

Date NIKHILESH VARSHNEY

 R.NO- 1068670058

DECLARATION

I, HARIOM DAHIYA, Roll No. 1068670027, Class MBA (III Sem) of ACCURATE
INSTITUTE OF ADVANCED MANAGEMENT , hereby declare that summer training project
entitled: "Marketing Strategies of Dabur India Ltd." is an original work and the same has not
been submitted to any other institute for the award of any other degree.

A seminar presentation of the training report was made on 19th June,2011 to

29August,2011 and the suggestions s approved by the faculty were duly incorporated.

Signature of the Candidate

PRESCRIBED FORMAT OF CERTIFICATE TO BE ISSUED BY THE
SUPERVISOR FROM INDUSTRY

Certificate of authenticity

CERTIFICATE

This is to certify that the Summer Internship Project Titled “MARKETING

STRATEGIES OF DABUR INDIA PRODUCT”, is an original work and that this work

has not been submitted anywhere in any form. My indebtedness to other

works/publications has been duly acknowledged at the relevant places. The project
work was carried during 19June.To29 August in DABUR INDIA PVT. LTD.

Mr. PRINCE GAUR

DABUR INDIA PVT. LTD.
Certificate from Internal Supervisor

CERTIFICATE FROM THE INTERNAL SUPERVISOR

This is to certify that the project work entitled “MARKETING STRATEGIES OF

DABUR INDIA PRODUCT”, is a bonafide work carried out by NIKHILESH

VARSHNEY,is a candidate of the MBA (Batch 2010-12)ACCURATE INSTITUTE OF

ADVANCED MANAGEMENT, GREATER NOIDA, under my guidance and

direction.

Dr. RAJINDER SINGH

AIAM
GREATER NOIDA
 TABLE OF CONTENTS

SERIAL NO. PAGE NO.

1. INTRODUCTION TO THE PROBLEM/ORGANIZATION 7

2. OBJECTIVE OF THE STUDY 58

3. LITERATURE REVIEW 60

4. RESEARCH METHODOLOGY 69

5. ANALYSIS AND FINDINGS 80

6. RECOMMENDATIONS AND CONCLUSIONS 92

7. REFERENCES 96

8. ANNEXURES 98
 CHAPTER 1

 INTRODUCTION TO THE PROBLEM/ORGANIZATION

 INTRODUCTION

Dabur India Limited is one of the leading consumer goods company of India with interests in
healthcare, personal care and foods. For more than a century Dabur has worked in active
collaboration with nature to provide the best of herbal health and personal care products to its
consumers. Today, Dabur is all set to take this abundant knowledge of Ayurveda to global
frontiers.
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.2233.72 crore with powerful brands like
Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola & Real.

CORPORATE PHILOSOPHY:

Knowledge is the key to growth in today's world. Whatever the industry, it is the knowledge,
which provides cutting edge to individual and organizations. For more than a century nature has
been a rich source of knowledge for Dabur. Nature has not only given us the ingredients for all
our products but has also taught us how to create a harmony within and without the organization.
Nature has inspired us in all our acts. Ayurveda - the science of life is based on principles of
nature. All Ayurvedic preparations have their ingredients derived from Nature. Dabur has
converted the healing properties of natural ingredients and the age-old knowledge of Ayurveda
into contemporary healthcare products to alleviate health problems of its consumers.

Dabur is committed to expand the reach of this age-old knowledge of Ayurveda and Nature
through web. Through web, they aim to overcome the physical boundaries to take Ayurvedic way
of life to global frontiers.
Dabur India Limited understands its responsibility as a corporate house. We have not only set our
sight on increasing turnover and profitability of the company but also on
propagating Ayurveda - the Indian system of medicine.
 VISION

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

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

direct its functioning as well as all its operations. In this, Dabur is guided

by the words of its founder Dr. S K Burman "What is that life worth that

cannot give comfort to others." The company offers its consumers,

products to suit their needs and give them good value for money. The

company is committed to follow the ethical practices in doing business.

At Dabur, Nature acts as not only the source of raw material but also an

inspiration and the company is committed to protect the ecological

balance.
 MISSION

"To be the leader in the Natural Foods & Beverages Industry."

Strive to deliver this by:
 Consistently delighting the
consumer through quality
products
 Being the company of choice
for our business partners
 Delivering higher returns to stakeholders.
 DABUR GROUPS

With a basket including personal care, health care and food products, Dabur India
Limited has set up subsidiary Group Companies across the world that can manage its
businesses more efficiently. Given the vast range of products, sourcing, production and
marketing have been divested to five leading group companies that conduct their
operations independently:
 STP ANALYSIS OF DABUR PRODUCTS

SEGMENTATION

Vatika Hair Oil was launched at an almost 100% premium to themarket

leader. This meant that the segment of the market that dabur wanted to
cater to was the premium segment which valuednourishment of the hair
above the price and it tried to attend to thatsegment which was not price
sensitive
.
TARGETING

This was in line with its proposition and overall brand strategy of apremium
up-market product targeted for individual needs as opposed tothe collectivist
culture of the category. It targeted the high-income urbancategory of hair oil
users. Since the product was expensive it couldmainly cater to the urban
market as opposed to the rural market whereconsumers 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 andconfident women who were positioned as
the Vatika Woman.

POSITIONING

‘Total hair Care’ brand:

The product innovation was fed by the vital consumer insight thatmany
women in contemporary India are worried about hair problemscaused by
urban pollution, frequent change of diet due to geographicalmobility and
other factors. Beset by modern-day hair problems, theyare 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.

“Natural” offering:
Vatika is a brand that espouses traditional wisdom about health in amodern
format. It believes that nature has perennial answers to day-to-day health
issues, particularly when it comes to hair care and skincare. 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
shesees a true reflection of her own personal ideals. Through creation of the
concept of Vatika woman, it has tried to carve out a newpositioning in the
minds of the new age woman.
 COMPANY OVERVIEW

AT A GLANCE
OVER THE YEARS:

The story of Dabur goes back to 1884, to a young doctor armed with a degree in medicine and a
burning desire to serve mankind. This young man, Dr. S. K. Burman, laid the foundations of
what is today known as Dabur India Limited. From those humble beginnings, the company has
grown into India's leading manufacturer of consumer healthcare, personal care and food
products. This phenomenal progress has seen many milestones, some of which are mentioned
below:
 1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early 1900s Ayurvedic medicines
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 aquires Balsara
2005 Dabur announces Bonus after 12 years
2006 Dabur crosses $2 Bin market Cap, adopts US GAAP
2006 Approves FCCB/GDR/ADR up to $200 million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur India
1884 -
Dr. S K Burman lays the foundation of what is today known as Dabur India Limited. Starting
from a small shop in Calcutta, he began a direct mailing system to send his medicines to even the
smallest of villages in Bengal. The brand name Dabur is derived from the words 'Da' for Daktar
or doctor and 'bur' from Burman.
1896 -As the demand for Dabur products grows, Dr. Burman feels the need for mass production
of some of his medicines. He sets up a small manufacturing plant at Garhia near Calcutta.

1900s -
The next generation of Burmans take a conscious decision to enter the Ayurvedic medicines
market, as they believe that it is only through Ayurveda that the healthcare needs of poor Indians
can be met.

1919 -
The search for processes to suit mass production of Ayurvedic medicines without compromising
on basic Ayurvedic principles leads to the setting up of the first Research & Development
laboratory at Dabur. This initiates a painstaking study of Ayurvedic medicines as mentioned in
age-old scriptures, their manufacturing processes and how to utilize modern equipment to
manufacture these medicines without reducing the efficacy of these drugs.

1920s -
A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and Daburgram.
Dabur expands its distribution network to Bihar and the north-east.

1936 -
Dabur India (Dr. S K Burman) Pvt. Ltd. is incorporated.

1940 -
Dabur diversifies into personal care products with the launch of its Dabur Amla Hair Oil. This
perfumed heavy hair oil catches the imagination of the common man and film stars alike and
becomes the largest hair oil brand in India.

1949 -
Dabur Chyawanprash is launched in a tin pack and becomes the first branded Chyawanprash of
India.

1956 -
Dabur buys its first computer. Accounts and stock keeping are one of first operations to be
computerized.

1970 -
Dabur expands its personal care portfolio by adding oral care products. Dabur Lal Dant Manjan
is launched and captures the Indian rural market.

1972 -
Dabur shifts base to Delhi from Calcutta. Starts production from a hired manufacturing facility
at Faridabad.

1978 -
Dabur launches the Hajmola tablet. This is the first time that a classical Ayurvedic medicine is
branded - from Shudhabardhak bati to Hajmola tablet.

1979 -
The Dabur Research Foundation (DRF), an independent company, is set up to spearhead Dabur's
multi-faceted research.

1979-
Commercial production starts at Sahibabad. This is one of the largest and most modern
production facilities for Ayurvedic medicines in India at this time.

1984 -
The Dabur brand turns 100 but is young enough to experiment with new offerings in the market.
1986 -
Dabur becomes a public limited company through reverse merger with Vidogum Limited, and is
re-christened Dabur India Limited.

1989 -
Hajmola Candy is launched and captures the imagination of children and establishes a large
market share.

1992 -
Dabur enters into a joint venture with Agrolimen of Spain for manufacturing and marketing
confectionery items such as bubble gums in India.
1993 -
Dabur sets up the oncology formulation plant at Baddi, Himachal Pradesh.

1994 -
Dabur India Limited comes out with its first public issue. The Rs.10 share is issued at a premium
of Rs.85 per share. The issue is oversubscribed 21 times.

1994 -
Dabur reorganizes its business with sales and marketing operations being divided into 3 separate
divisions.

1994 -
Dabur enters the oncology (anti-cancer) market with the launch of Intaxel (Paclitaxel). Dabur
becomes only the second company in the world to launch this product. The Dabur Research
Foundation develops the unique eco-friendly process of extracting the drug from the leaves of
the Asian Yew tree.
1995 - Dabur enters into a joint venture with Osem of Israel for food and Bongrain of France for
cheese and other dairy products.

1996 -
Dabur launches Real Fruit Juice which heralds the company's entry into the processed foods
market.

1997 -
The Foods division is created, comprising of Real Fruit Juice and Hommade cooking pastes to
form the core of this division's product portfolio.

Project STARS (Strive To Achieve Record Successes) is initiated by the company to achieve
accelerated growth in the coming years. The scope of this project is strategic, structural and
operational changes to enable efficiencies and improve growth rates.

1998 -
The Burman family hands over the reins of the company to professionals. Mr. Ninu Khanna joins
Dabur as the Chief Executive Officer.

1999-2000 - Dabur achieves the Rs.1000 crore turnover mark.

 PRODUCT LINE

Foods

 Real

 Real Activ

 Hommade

 Lemoneez

 CapsicoHealth

CareBaby Care

Dabur Lal Tail

 Dabur Baby Olive Oil

 Dabur Janma Ghunti

Health Supplements

 Dabur Chyawanprash

 Dabur Glucose D

Digestives

 Hajmola Yumstick

 Hajmola Mast Masala

  Anardana

 Hajmola Candy fun2

 Hajmola Candy

 Pudin Hara (Liquid and Pearls)

 Pudin Hara G

 Dabur Hingoli

Nature Care

 Shilajit Gold

 Sat Isabgol

 Shilajit

 Ring Ring

 Itch Care

 Backaid

 Shankha Pushpi

 Dabur Balm

 Sarbyna Strong

Personal Care
Hair Care Oil

 Amla Hair Oil

 Amla Lite Hair Oil

 Vatika Hair Oil

 Anmol Sarson Amla

 Anmol Silky Black

 VatikaHennaConditioning

Shampoo

 Vatika AntiDandruff Shampoo

 Anmol Natural Shine Shampoo

Oral Care

 Dabur Red Gel

 Dabur Red Toothpaste

 Babool Toothpaste

 Dabur Lal Dant Manjan

 DaburBinaca

Toothbrush
Skin Care

 Gulabari

 Vatika Fairness Face Pack

Ayurvedic Specialities

 Ayurveda

 Ayurveda Vikas
 MILESTONES TO SUCCESS
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 popularising and making easily available a whole range of products
based on the traditional science of Ayurveda. And it has set very high standards in
developing products and processes that meet stringent quality norms. As it grows
even further, Dabur will continue to mark up on major milestones along the way,
setting the road for others to follow.
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 specialisation. 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 upgradation 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 - Computerisation 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.
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 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 a 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 specialised 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
crore
2003 - Dabur demerges Pharmaceuticals business

Dabur India approved the demerger of its pharmaceuticals business from the FMCG
business into a separate company as part of plans to provider greater focus to both the
businesses. With this, Dabur India now largely comprises of the FMCG business that
include personal care products, healthcare products and Ayurvedic Specialities, while the
Pharmaceuticals business would include Allopathic, Oncology formulations and Bulk
Drugs. Dabur Oncology Plc, a subsidiary of Dabur India, would also be part of the
Pharmaceutical business.
Maintaining global standards
As a reflection of its constant efforts at achieving superior quality standards, Dabur
became the first Ayurvedic products company to get ISO 9002 certification.
Science for nature
Reinforcing its commitment to nature and its conservation, Dabur Nepal, a subsidiary of
Dabur India, has set up fully automated greenhouses in Nepal. This scientific landmark
helps to produce saplings of rare medicinal plants that are under threat of extinction due to
ecological degradation.
2005 - Dabur aquires Balsara

As part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene and
Home products businesses, a leading provider of Oral Care and Household Care products
in the Indian market, in a Rs 143-crore all-cash deal.
2005 - Dabur announces bonus after 12 years

Dabur India announced issue of 1:1 Bonus share to the shareholders of the company, i.e.
one share for every one share held. The Board also proposed an increase in the authorized
share capital of the company from existing Rs 50 crore to Rs 125 crore.
2006 - Dabur crosses $2 bin market cap, adopts US GAAP.

Dabur India crosses the $2-billion mark in market capitalisation. The company also
adopted US GAAP in line with its commitment to follow global best practices and adopt
highest standards of transparency and governance.
2006 - Approves FCCB/GDR/ADR up to $200 million

Moving forward on the inorganic growth path, Dabur India decides to raise up to $200
million from the international market through Bonds, FCCBs, GDR, ADR, QIPs or any
other securities.The capital raised will be used to fund Dabur's aggressive growth
ambitions and acquisition plans in India and abroad.
2007 - Celebrating 10 years of Real

Dabur Foods unveiled the new packaging and design for Real at the completion of 10
years of the brand. The new refined modern look depicts the natural goodness of the juice
from freshly plucked fruits.
2007 - Foray into organised retail
Dabur India announced its foray into the organised retail business through a wholly-
owned subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by 2010 to establish
its presence in the retail market in India with a chain of stores on the Health & Beauty
format.
2007 - Dabur Foods Merged With Dabur India

Dabur India decides to merge its wholly-owned subsidiary Dabur Foods Limited with
itself to extract synergies and unlock operational efficiencies. The integration will also
help Dabur sharpen focus on the high growth business of foods and beverages, and enter
newer product categories in this space.
 TECHNOLOGY USED IN DABUR
In Dabur India Limited knowledge and technology are key resources which have helped
the Company achieve higher levels of excellence and efficiency. Towards this overall
goal of technology-driven performance, Dabur is utilizing Information Technology in a
big way. This will help in integrating a vast distribution system spread all over India and
across the world. It will also cut down costs and increase profitability.

Our major IT Initiatives

 Migration from Baan and Mfg ERP Systems to centralized SAP ERP system
from 1st April 2006 for all business units.
 Implementation of a country wide new WAN Infrastructure for running
centralized ERP system.
 Setting up of new Data Centre at KCO Head Office.
 Extension of Reach System to distributors for capturing Secondary Sales Data.
 Roll out of IT services to new plants and CFAs.

Future Challenges

 Forward Integration of SAP with Distributors and Stockists.

 Backward Integration of SAP with Suppliers.
 Implementation of new POS system at Stockist point and integration with SAP-
ERP.
 Implementation of SAP HR and payroll.

 SAP Roll-out to DNPL and other new businesses.

 ENVIRONMENTAL PROSPECTS

"What is that life worth which cannot bring comfort to others", these words of Dr. S K Burman
have inspired generations of Dabur. Keeping these golden words in mind, Sundesh or the
Sustainable Development Society was set up to carry out welfare activities aimed at improving
the quality of life of the rural people in its area of operation. This society is given complete
financial and managerial support by Dabur India Limited.

Sundesh is engaged in providing health services, non-formal education and training in income
generating activities. The society has a dedicated team consisting of a doctor, a community
organiser, a lady social worker, instructors for income generating activities, traditional birth
attendants and village level workers. Sundesh organises regular OPDs and health camps in the
villages.

In addition to the mobile OPDs, other health services rendered include training of traditional
birth attendants, immunisation programmes for children, maintenance of family health records,
ante-natal check ups, pulse polio programmes and health awareness meetings for women on
topics such as family planning, ante-natal care, post-natal care, the importance of vaccinations,
baby care and AIDS prevention.
jvs & subsidiaries:

Dabur India has entered into joint ventures with well established international firms as well as
created subsidiary units that further highlight its business philosophy of providing the best
products to its customers.
JOINT VENTURES

Dabon International Limited - Dabur has also collaborated with Bongrain of France for the
manufacture and marketing of specialty cheese and other dairy products. This joint venture
company has already made its presence felt in the Indian cheese market through the launch of
processed cheese under the brand name LeBon, and a specialty cheese under the brand name
Delicieux.

SUBSIDIARIES

Dabur has six subsidiary units, which come under the umbrella of the Dabur India organization.
These are:

Dabur Foods Limited -

Dabur Foods Limited, a 100% subsidiary of Dabur India Limited, is spearheading Dabur's foray

into food processing industry. The company, set up in April 1999, is marketing a range of fruit

juices under the brand name Real, Homemade Cooking Paste and Sauces and Lemoneez lemon

juice. Dabur was the first company in India to introduce fruit juices in packaged form without

any artificial additive. Real is today the market leader in this category with more than 50%

market share. Homemade cooking paste is the only national brand in this category. Lemoneez is

the only product in its category available in unique drop and trickle pack and uniquely shaped

tabletop pack.

Dabur Nepal Private Limited -

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

the leading exporter of Nepal and the third largest and most modern manufacturing base for
Dabur. Dabur Nepal is today involved in promoting cultivation of herbs and apiculture activities

in Nepal. The company has set up state of the art greenhouse at Banepa for developing saplings

for 20 medicinal plants. Dabur Nepal has also set up an Apiculture centre for promoting bee-

keeping activity in Nepal and developing queen bees and bee colonies for exports.

Dabur Egypt Limited -

Dabur Egypt is groups gateway to Africa. This manufacturing base set up a couple of years back

to cater to the demands of Middle East and African market is producing Hair Care, Skin Care

Products and Foods.

Dabur Oncology Plc. -

Set up recently in UK, this subsidiary of Dabur India Limited will be manufacturing anti-cancer

formulations for European market. The company is in the process of setting up manufacturing

base near London and is expected to start operation from year 2001.
 DABUR OVERSEAS LIMITED

TOWARDS GREEN TOMMOROW

One of the thrust areas of foundation is conservation and cultivations of medicinal plants. DRF

has developed cultivation packages for a number of herbs especially of endangered ones. A

15,000sq. ft. greenhouse built in Nepal is now functional and provides millions of saplings of

various medicinal herbs.

Dabur Research Foundation has to its credit development of a unique technique of isolation of
paclitaxel from leaves instead of bark of Himalayan Yew. This not only saved the tree but also
improved the growth as pruning of leaves gave a positive impact on growth of the plant.

DRF conducts training for harvesting and post harvesting processing of herbs to ensure the
sustainable usage of this natural resource. The Foundation promotes cultivation and organizes
planting materials for selected herbs to farmers. It imparts training to farmers for cultivation of
these medicinal plants, their drying and proper packaging in roadworthy condition. The
foundation also organizes complete buy back arrangement for these select herbs. This effort has
not only ensured development of a sustainable source of rare herbs but also has provided an
alternative source of income to the farmers.

Dabur Research Foundation has improved the extraction procedures of herbs in a fashion so that
to increase the productivity of extracts/isolates and hence reduce pressure on natural habitats.

DRF has developed tissue culture protocols for a number of herbs specially those of alpine
habitat and those diminishing in the nature.
PROTECTION FOR NATURE AND PROTECTION FROM NATURE

For well over a century, Dabur has worked hand in hand with nature. Drawing its strength and
inspiration from nature's vast resources, Dabur has used herbs and minerals found in natural form
as the ingredient for its products. As a company, Dabur understands its responsibility to
contribute towards maintaining the ecological balance, and realises the need to replenish what it
takes from nature. The direct result of this realisation has been 'Project Plant for Life', under
which the company has set up tissue culture laboratories, a state-of-the-art greenhouse and
contract cultivation with complete buy back facilities. This project not only ensures sustainable
source of medicinal plants, but also improves the standard of living of the participating villagers.
Since time immemorial, Dabur has received lots from nature, and it takes pride in
 DABUR RESEARCH FOUNDATION

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

research organization recognized by Department of Scientific and Industrial

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

name for its pathbreaking research in the field of healthcare and personal

care.

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

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

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

paclitaxel, a drug for cancer, without harming the source tree. The process is

now followed worldwide.

THE PEOPLE:

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

immense contribution by doing research and development work using

modern pharmaceutical protocols. The foundation has been doing clinical

trials on traditional herbal drugs to validate the claims made in.

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

biggest asset. At DRF, more than 125 scientists are engaged full time in
interdisciplinary R&D of health and personal care products. The foundation

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

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

disciplines and includes Ayurvedic doctors, Chemists and phytochemists,

botanists, agronomists, clinical pharmacologists, microbiologists, food

technologists, bio-technologists, oil technologists, oncologists etc.

Scientists at many research institutions, universities and hospitals

supplement the effort of this team of scientists with whom Dabur has

networked for research in the areas of new molecules and drug delivery

system.

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

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

pursuing research in more than 10 disciplines.

SCIENTIFIC NETWORK & AFFILIATIONS:

Dabur Research Foundation has over the years built associations with various

agencies, organizations, Hospitals, Universities Colleges, Public Laboratories

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

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

pharmacology of Ayurvedics/Herbals and novel molecules & new drugs

delivery system.
DRF is also affiliated with various professional bodies, organizations,

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

DRF has affiliations are-

DSIR, Government of India

Expert Committee on Herbal Medicines

Bureau of Indian Standards

Expert Committee of United States Pharmacopoeia

DRF conducts training for harvesting and post harvesting processing of herbs

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

promotes cultivation and organizes planting materials for selected herbs to

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

plants, their drying and proper packaging in roadworthy condition. The

foundation also organizes complete buy back arrangement for these select

herbs. This effort has not only ensured development of a sustainable source

of rare herbs but also has provided an alternative source of income to the

farmers.

Dabur Research Foundation has improved the extraction procedures of herbs

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

hence reduce pressure on natural habitats.

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

those of alpine habitat and those diminishing in the nature.

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

DRF gave new dimension to Chyawanprash after investigating the goodness

of Chyawanprash in building general immunity. The foundation conducted

more than 12 clinical trials on Chyawanprash to validate its

immunomodulation properties. This research helped Dabur Chyawanprash to

reposition it as herbal immunomodulator that builds you up from deep

within.

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

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

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

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

follow in the footsteps of Vatika Hair Oil.

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

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

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

second organization in world to evolve the technology for isolation of

Paclitaxel.
The research done by DRF facilitated availability of far cheaper anticancer

medicine for the patients in India and many other countries of the world.

DRF has developed Standardisation Protocols for number of Ayurvedic herbs

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

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

with sophisticated analytical tools before they are used for manufacturing.

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

recommended by Ayurvedic Granthas. This includes 49 Pharmacological

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

modern findings with traditional concepts is a routine.

 FOOD RESEARCH

 Fruit juices development

 Nutritional products development

 Consumer friendly ethnic foods and spices

 Clinical Research:

TOXICOLOGY STUDIES

 Animal studies for new and existing products/molecules

 Clinical trials of pharmaceuticals, anticancer drugs, new molecules

 Reverse Pharmacology

 Clinical trials of Ayurvedics/Herbals

 Post Marketing Surveillance

 TIMELINE

1979 - Incorporated as independent research organization

1986 - Starts experimental and clinical studies on Ayurvedics/herbals

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

the taste and digestive properties of tablets in sugar base

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

1991 - Sets up oncology screening lab

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

proving it

1994 - Develops eco-friendly method for extraction of paclitaxel from the

leaves of Asian Yew Tree

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

PRODUCTS

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

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

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

Dabur trust has travelled beyond the boundaries of India and are available in

more than 50 countries worldwide. These value for money products have

made Dabur a household name.

DIVISIONS AND PRODUCTS

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

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

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

Dabur trust has travelled beyond the boundaries of India and are available in

more than 50 countries worldwide. These value for money products have

made Dabur a household name.

 HEALTHCARE PRODUCTS

Healthcare is one of the biggest and oldest divisions of Dabur with a wide
range of OTC healthcare products. It comprises of:

Dabur Health Care Product Range

Dabur Chyawanprash-
Dabur Chyawanshakti- Hajmola -
Glucose D- Hajmola Candy -
Pudin Hara -
(Liquid and Pearls)
Pudin Hara G -
Dabur Hingoli -

Dabur Lal tail-

Dabur Janma Ghunti-

Shilajit Gold -
Nature Care -
Sat Isabgol -
Shilajit -
Shankha Pushpi -
Sarbyna Strong -
Dabur's Health Care range brings for you a wide selection of herbal products, to provide
complete care for varying individual needs. We derive our products from the time-tested
heritage of Ayurveda, backed by the most modern scientific test and trials. That ensure
unfailing quality and safety in anything.

DABUR INTERNATIONAL PRODUCT RANGE

 CHARACTERIZATION

Dabur Ranked Among Dabur Moves Up 20 Places In Dabur India Chief

India’s Most Trusted “India’s 100 Most Valuable Executive Officer Mr Sunil
Brands Of 2007 By Brands” List Prepared By 4Ps. Duggal Ranked Amongst
Economic Times-Brand Dabur Listed As 45th Most The 50 Best Non-Owner
Equity Valuable Brand, Ahead Of Global Corporate Leaders In
& Domestic Biggies Like Sony, India Inc, by 4Ps
Ford, Yahoo!, TCS, Sunsilk,
Lakme & Ponds

Dabur Amongst Top Three Dabur Real Bags Gold In Dabur Figures In Top Great
Most Respected FMCG Reader's Digest Trusted Place To Work 2006 List
Companies Brand Awards
 Dabur Amongst India's Dabur India CEO Amongst Dabur Placed Fourth In
Most Valuable Companies 100 Most Influential People FMCG Category In Annual
Of 2007 ET - 500 Listing

Annual Listing Of India Dabur Figures Amongst Top

Inc's Most Powerful CEOs 3 Newsmakers In FMCG
Sector

.
 BRAND MANAGEMENT STRATEGIES

The caselet provides an overview of brand management strategy adopted by Dabur

for its personal care brand Dabur Vatika. The caselet follows the meticulous brand
building initiatives taken by the company, from the launch of Dabur Vatika in 1995
to it becoming a Rs 1 bn brand by 2003. The caselet also examines the objectives
and elements that were involved in Vatika’s brand building exercise.

Marketing strategies

» Brand management strategies

» Product differentiation
» Packaging as a marketing communication tool
» Importance of choosing the right celebrity and its influence on the brand equity
» Brand extensions and communication strategy

Until the early 1990s, Dabur, the 100-year old ayurvedic products manufacturer,
was looked upon as a rather staid company that marketed herbal and ayurvedic
products.

Dabur Vatika in 1995 brought about a sea change in that perception. Within six
years of its launch, Vatika had become the market leader in the value-added hair
oils segment. Its success pushed Dabur into the league of top FMCG product
companies in India. Dabur Vatika’s success can be attributed to the company’s
differentiated product offering and meticulous brand building initiatives. The
company concentrated on differentiating the brand in all aspects, right from
positioning to packaging. At the time of its launch, Dabur positioned Vatika as
value-added hair oil that contained pure coconut oil enriched with natural
ingredients such as henna, amla (gooseberry), and lemon. Till then, the hair oil
market had been dominated by plain coconut oil brands with Marico’s flagship brand,
Parachute, being the market leader.

1. Dabur Vatika, one of the youngest brands in the country (launched in 1995),
has become a leading brand in the natural personal care product segment.
What were the factors that enabled Vatika to become a flagship brand of
Dabur in such a short span of time?

2. Marketing communications play an important role in building brands. Discuss

the role played by marketing communications in making Dabur Vatika a
successful brand.

Chyawanprash

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

the most well known Ayurvedic product in India and abroad. An effective herbal

immunomodulator, Dabur Chyawanprash has the essential goodness of amla and

over 50 other herbs. Dabur has conducted several clinical trials on this product

which confirm its efficacy as a unique product that strengthens the body from

within.
Digestives

Hajmola Tablets

Hajmola Tablets are the first classical Ayurvedic product to be branded and

positioned as fun-filled product with medicinal properties. It finds mention in

Ayurvedic scriptures as Kshudhavardhak Bati, and was branded as Hajmola, a

name derived from Hajma which means digestion in Urdu. It is available in regular

and tamarind flavour.

HajmolaCandy

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

Candy in 1989. Since then, the company has added Mango and tamarind flavours

besides the regular one.

PudinHara

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

well as capsule form. It has a special combination of mint oils and cures gastric

problems without any side effects.

Hingoli

Asafoetida or Hing is mentioned in Ayurveda as an effective aid in digestion, and is

used a lot in Indian cooking. Dabur's Hingoli has all the goodness of asafoetida and

other herbs.

Childcare Products

DaburLalTail

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

strengthening the bones of infants.

DaburJanmaGhutti
This Ayurvedic preparation helps in strengthening the digestive system of new
borns.
 FAMILYCARE PRODUCTS

The largest division in terms of sales, the Family Products Division of Dabur has in
its portfolio hair care and skin care products, oral care and select foods like honey.

Hair & Skin Care

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

categories of hair oils.

Dabur Amla Hair Oil -

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

middle East and Africa. A perfumed heavy hair oil, it is Dabur's largest brand.

Dabur Special Hair Oil -

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

hibiscus.

Vatika -

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

altogether new category of herbal enriched natural oils. The Vatika range also

includes a herbal shampoo which has made its mark in the very first year of its

launch in the competitive shampoo market of India.

Gulabari -

Rose water derived from best of Indian roses makes the skin supple and glowing.

ORAL CARE

Dabur Lal Dant Manjan - It is the second largest tooth powder brand of India and the

largest in coloured tooth power category. This herbal tooth powder is very popular

in rural parts of India.

Binaca Toothbrushes - After having acquired this dormant brand a few years back,

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

oral care products under the Binaca brand.

AYURVEDIC SPECIALITIES

Ayurvedic Specialities is a range of over 350 Ayurvedic Medicines -

Both classical Ayurvedic drugs and proprietary Ayurvedic medicines - developed

by Dabur's own research and development. Dabur has products for all the 16

categories as defined in the Ayurveda. Some of the leading products in this

category are:
Asav Arishtas -
These are medicated decoctions with a self generated alcohol content. Dabur has a

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

Dashmularishta, Drakshasava, Lohasava, Parthadyarishta and Ashokarishta.

Chumas -

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

ranging from digestive problems to cough and fever.

Ras Rasayanas -

Preparations containing mineral drugs as main ingredients are called Ras

Rasayanas. Dabur has a range of more than 50 Ras Rasayans which are used by

Ayurvedic practitioners in the cure of host of ailments.

Medicated Oils -

The oils boiled alongwith certain prescribed durgs are known as medicated oils.

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

massage.
 PHARMACEUTICALS

Branded Pharmaceuticals -

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

and a range of contrast media and gynecological.

Oncology -

Bulk Drugs and Chemicals -

This range consists primarily of bulks in the oncology category.

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

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

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

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

markets.

FOODS

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

brand name Real and cooking pastes under the brand name Hommade. To give a
better focus to this division. This division has been carved out as a subsidiary

company of Dabur India Limited.

SUBSIDIARIES

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

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

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

name Real, Hommade Cooking Paste and Sauces and Lemoneez lemon juice.
 CHAPTER 2

 OBJECTIVE OF THE STUDY

 OBJECTIVE OF STUDY

To understand the demand pattern of Dabur Chyawanprash products in the

rural market.
 To know the amount of household income spent on the consumption of
FMCG products of Dabur.

 To understand the image of the products in the eyes of the consumers.

 To analysis market petition strategy of Dabur for rural market

 CHAPTER 3

 LITERATURE REVIEW
 INDUSTRY SCENARIO

 Dabur has been one of the fewcompanies in the Fast Moving Consumer Goods

Industry who have managed a double-digit growth this year. A year in which average

industry growth in sales volume and revenue came under severe pressure, witnessing a

downward trend, in every quarter.

The FMCG industry grew at around 6% in value.

 Dabur has been able to manage a healthy growth of 11.9%over last year.

 The industry focused on reaping the benefits of internal economies that resulted
in average industry bottom line growth of 25%. Our company outperformed the
industry average by registering a growth of 39.2%in profit after tax.

The company plans to broaden its customer base organically hence the focus is on:

 Natural/herbal health and personal care BUSINESS UNITS REPORT

products formodern consumers

 New dosage forms for better product efficacy and

Convenience

 Reaching out to every household and every family

member
MAN
AGEMENTDISCUSSIONANDREVIEW
 BUSINESS UNITS REPORT

The major business units recorded double-digit growth during the year. The Family

Products, the largest division, contributed 42% to the business.

The division achieved a turnover of Rs.489.7. crore recording a growth of 11.5% over
last year.

Healthcare division contributed 28% to the business achieving a growth of 10% in

sales to record turnover of Rs.329.7 crore in the year.

Ayurvedic Specialities achieved a distinction of crossing Rs.100 crore mark in the

turnover this year. The division contributed 9% to the company's turnover to reach

Rs.104.3 crore recording a growth of 19.1% over previous year. Pharmaceuticals had

the distinction of fastest growing division with 29.7%growth over previous year.

The division recorded a turnover of Rs.96.4 crore, contributing 8%to the company's
turnover.

Exports recorded a decline of 8.8% to record a turnover of Rs.104.2 crore.

This has been due to shift in exports arrangement for Middle East. The company has

given the rights of sales in Middle East market for health and personal care products to

Redrock Limited and would get3%royalty on the sales proceeds. This has reduced the

exports turnover to Middle East from this year, resulting in a decline.

However, on like to like basis there has been an increase of 11.3%in

exports.Miscellaneous sales such as sales of bulk drugs in domestic market, sales to

Dabur Ayurvet Limited and sales of guar gum contributed another 4% of the turnover.
The company has five brands which contribute more than Rs.100 crore each. Vatika

has joined this elite group this year, which already had Dabur Amla Hair Oil, Dabur

Chyawanprash, Dabur Lal Dant Manjan and Hajmola. These 5 brands together

contribute 55% of the turnover of the company.

FAMILY PRODUCTS DIVISION

The Family Products Division is the largest revenue contributor in the company and is

continuously outpacing market growth with superior product offerings and innovative

marketing. This division witnessed a growth of 11.5% and has a large potential for

growth. Family products division boasts of three brands worthRs.100 crore each,

AmlaHairOil, LalDantManjan and Vatika

 Thissegmentincludes

Hair Care products-Daburwith19%of hair oilmarket is a dominant playerwithDabur

Amla

and Vatika having strong brand equity.

Dabur has a presence in almost all segments of hair oil. With our focus on value added

categories,we have expanded our portfolio in this segment by adding:

Vatika anti-dandruff shampoo - first mass marketed anti-dandruff shampoo having

natural ingredients to fight dandruff.

Amla lite - launched nationally in phased manner from May 2001. The unique back

label which is visible through see through bottle and oil for Amla Litewas verywell

appreciated by trade aswell as consumers.

Oral Care products - Dabur Lal Dant Manjan gained market share to command 29.4%

of total toothpowder market. The brand commands leadership position in coloured

toothpowder category. The division extended

Binaca brand equity to toothpowders also during the year with the launch of Binaca
Fresh toothpowder. Binaca Fresh Toothpowder - This launch marked the entry of Dabur

into white toothpowder category. Binaca toothpowder was launched in refreshing blue

colour pack, which has a unique lockmechanismin its cap.

Dabur Honey is the largest player in branded packaged honey with around 40% market

share. Accredited with bringing honey out of the medicine chest to the breakfast table,

Dabur Honey continued to focus on kids in its advertising. The label was changedto

addmore colour and fun imagery to the product.

SkinCare products

Dabur entered this segment with Dabur Gulabari - the rose water.

Positioned as a natural skin toner, Gulabari has recorded a

growth of 100% in the last two years. The company is

contemplating entry in other skin care categories, as this has a

potential tobe a largemarket innear future.

HEALTH CARE PRODUCTS DIVISION

Dabur's second largest division, has strong brand equity in Health caremarket. Its

portfolio of OTC products recorded a growth rate of 10%. Dabur's Health Care
Division, also owns twoRs.100 crore brands, Dabur Chyawanparash&Hajmola.

Dabur Chyawanparash part of Health Tonics segment, recorded agrowth of 18% this

year. Chyawanparash has an impregnableposition and continues to be amarket

leaderwith 66%market share amidst stiff competition from Baidyanath, Zandu

andHimani. In Digestives segment, Dabur holds 37% market share with Hajmola, Pudin

Hara andHingoli. PudinHara pearls continued to grow at a healthy pace. Dabur entered

into Gas and Aciditymarketwith special focus onGasmarket, by expanding the

PudinHara brandwith the launch of Pudin Hara G - an effervescent powder having the

goodness ofmint, which is known for its spasmodic action. The launch is backed by an

aggressive all India advertising campaign highlighting the USP. A new advertising

campaign was launched for Hajmola Tablets, which successfully and effectively

conveyed the concept of digestionwith fun.In Child care products, Dabur Lal Tail

continues to be a leader in baby massage oil category. Clinical tests conducted on

product verified the claim that Dabur Lal Tail helps in strengthening the bones of baby

Efarelle, a herbal product having a combination of natural

 AYURVEDIC SPECIALITIES

The division grew by 19% and crossed Rs. 100 crore mark in sales turnoverthis year.

This division operates in an estimated market of about Rs. 500 crore.

Asav-arishtas - as a category continued to grow at a fast pace with Dabur'sAsav-

arishtas fast finding better acceptance from Ayurvedic practitioners. Two major
Asavarishtas

- Ashokarishta & Dashmularishta - were for the first time advertised on regional

television channels. The company is exploring the possibilities ofmaking theseOTC.

Emphasis was laid on educating the consumer about Ayurveda by publishing rare

Ayurvedic literature. Ayurved Vikas, an Ayurvedicmagazine, was brought out in English

also. An attempt to demystify the science and bring it to the commonman. Relationship

with Ayurvedic colleges and practitionerswas further strengthened through direct

contact programme and scholarships. In this division Lavan Bhaskar Churna was

launched in sachets. Nature care Isabgol now has a plain variant which is also coarser.

This has been launched in a new zip lock standy sachet pack. Madhuvaani - a cough

syrup – was relaunched in a newHDPEpack during the year.

 PHARMACEUTICALS DIVISION

The Pharmaceuticals Division continues to outgrow the market by clocking 29.7% sales

growth. This division is set to cross the Rs. 100 croremark this year.Branded

formulations recorded an impressive growth of over35% this year. The company added

Alernex, a latest generation anti-allergic to its portfolio. In oncology market the company

continued to have leading position. The company added two new anti-cancer

molecules, Topotecan and Irinotecan which were produced and marketed by Indian

company for the first time.

 CHAPTER 4

 RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

RESEARCH & DEVELOPMENT

Dabur is focussed on networking withmore andmore research organizations and

hospitals for creating international standard basic research and clinical research

facilities. The focus has been on the following areas

ONCOLOGY RESEARCH

Theresearch hasbeenextendedtonewareasof

 Bio-informatics

 Peptido-mimetics

 Diagnostics for cancer

 ii. Onenewchemicalentity, an anticancerchemotherapeuticagent, is in

phase1clinical trails
Clinical Research is being handled by Quintiles, an international clinical research
organization.

iv. Continued focus on networking with research organizations for creating leads for

developing newchemical entities and drug delivery systems.

NEW PRODUCT DEVELOPMENT

Pharmaceuticals

IrinotecanHydrochloride injection used for cancer - both bulk and formulation

Vinorelbine Tartrate for cancer - both bulk and formulation Newcombination of

Roxithromycin andAmbroxol for throat injection Fexophenadine Hydrochloride under the

brandname Alernex - an anti allergic product Lyophilized injection of Pamidronate and

Amifostine for severe cases of osteoporosis and chemotherapy induced side effects

Health&personalcare
Vatika anti dandruff shampoo using herbal ingredients which proved better than

chemical based shampoos during clinical experiment. Light variant of Amla hair oil was

developed whichhas donewell in testmarketing. Binaca Fresh Toothpowder which has

additional mint for freshness and extra calcium for strengthening teeth.
Completed a 3 year research project with University of Delhi for new understanding on

steps involved during the production of Asav Arishtas. Four patents have been filed for

newprocesses.During the year Dabur Research Foundation also provided dossiers and

technical support for registration of Dabur's pharmaceuticals and oncology products

overseas, for FDA approval of Kalyani bulk drugs plantand MCAapproval of oncology

formulation plant set up byDaburOncology plc. at UK. Despite slowdown in growth in the

FMCG sector, Dabur continues to outgrow industry in sales and profit growth. Steps are

continuously being taken to improve working capital, ROCEand EVA. Improvement in

operational efficiency will be brought through innovation in products and processes.

New product launcheswith the aimof offering better products at relatively affordable

prices to the consumer will be the vehicle for future growth. Dabur is focussing on brand

and product reorientation to suit the changing demands for a newgeneration of

consumers A 100% subsidiary of Dabur India Limited involved in

natural foods business in India.

Real Fruit Juice: The product was relaunched and a new packaging was especially

developed using the latest Spin Cap tetrapack technology for packaging fruit juice.

Dabur is first in Asia to adopt this technology which would keep the juice fresh for longer

duration and cold filling would help in better taste. The brand has garnered more than

50%market share in the natural fruit juicemarket. Reduction in excise on fruit juices from

16% to0%would help in expanding packaged fruit juicemarket. Hommade cooking paste

- New pack visuals were introduced, to give the brand a better visibility

on the retail shelf.

It is in the process of getting MCA approvals for the plant.Dabur Oncology plc is

expected to start commercial production by end of the year.The company will focus on

Generic oncology market in Europe, joint research and production of drugs in small

batches for clinical research.It will also enter into marketing tie-ups for promotion of new

chemical entities (NCEs) developed by Dabur India Limited.

 SCOPE OF STUDY

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

 Focus on growing our core brands across categories, reaching out to new
geographies, within and outside India, and improve operational efficiencies by
leveraging technology

 Be the preferred company to meet the health and personal 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

 Be a professionally managed employer of choice, attracting, developing and

retaining quality personnel

 Be responsible citizens with a commitment to environmental protection

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

 RESEARCH DESIGN

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

accountability to meet business needs

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

with a deep commitment to deliver results. We are determined to be the
best at doing what matters most

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

value through result driven training, and we encourage & reward
excellence

Consumer Focus: We have superior understanding of consumer needs

and develop products to fulfill them better

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

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

Innovation: Continuous innovation in products & processes is the basis

of our success

Integrity: We are committed to the achievement of business success

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

It has surveyed 100 outlets covering NCR (Gr. Noida / NOIDA).

Ayurvedic Research:

 Standardization of herbs and finished products

 Validation of the processes

 Formulation development taking lead from Ayurveda

 Pharmaceutical Research:

 Development of new formulations of existing and new molecules

 Parenteral Formulations development

 Compatibility and shelf life studies

 Validation of processes

PHYTOPHARMACEUTICALS:

 Isolation of existing and new therapeutic ingredients from natural

sources

 Extraction technologies

 Processes development and transfer of technology

 Biotechnology:

 Tissue culture of medicinal plants especially endangered ones

 Cell and callus culture

AGRONOMY:
 Agro-technology development for medicinal plants

 Micro-propagation of medicinal plants

 Cultivation of medicinal and fruit plants

 Generation of quality planting material through greenhouse

technology

 Personal Care Products:

 Development of skin and hair care products

 Oral care product development

 Ayurvedic medicated oil development

 Herbal extracts in cosmetics

ANALYTICAL:

 Protocols and methods development for natural and synthetic

products

 Bio-equivalence studies of Pharmaceutical Dosage forms

 Reaction monitoring of synthetic chemistry processes

 Marker compound testing as a tool for standardisation of Botanicals

 Synthetic Chemistry:
  Synthesis of known and new molecules and intermediates (APIs)

 Process development

 Technology development and transfer to pilot plant and production

scales

 Oncology Research and Molecular Biology:

 Anticancer screening of herbal extracts/compounds, peptides and

synthetic molecules

 Anti-angiogenic screening

 Tumor xenography

 Pharmacokinetic and metabolite studies

 Proteonics and Genomics

 New Drug & Peptide Research:

 Lab scale synthesis of new molecules

 Scale up and purification methods

 Formulation and stability studies

 Novel drugs delivery systems

RESEARCH APPROACH

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

the best suited for gathering descriptive information company that wants
to know about individuals knowledge, attitudes, prefrences or buying

behavior can often find out by asking individuals directly. The major

advantage of survey research is its flexibility. It can be used to obtain

many different kinds of information in many different situations

RESEARCH INSTRUMENTS

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

this research.

One copy of schedule framed is enclosed after this.

CONTACT METHOD

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

it is the most flexible method of all.

DATA ANALYSIS AND INTERPRETATION

The data thus collected was tabulated, analyzed and interpreted with

view to make the study more meaningful. They were tabulated in manner

so that results could be viewed easily. Some statistical techniques were

used to examine the views of respondents. The use of tables, charts and

diagrams had been made to present the data in the analysis form.
 CHAPTER 5

 ANALYSIS AND FINDINGS

 ANALYSIS AND FINDINS

The ANALYSIS faced during the research were: -

 The sample size taken is 100, which is not sufficient to represent the entire
universe. The size could not be increased due to time constrained.
 The areas covered were restricted to East and South Delhi only and as such the
results of the surrey are valid for the above said areas.
 All information, which has been collected form, the respondents have been
considered authentic and final.
 Besides all this the report has been on individual attempt and also involves the
human process of interpretation and analysis, so there are chances of human
error.
 Despite repeated proof reading there is a possibility of spelling error of
otherwise which may have been overlooked
 ANALYSIS & INTERPRETATION

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

SHAMPOOS AVAILABILITY (piece/retailer)

NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6

VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100
PANTENE 65 145 90
SUNSILK 70 140 90

160

140

120

100
1 TO 3
80 4 TO 6
MORE THAN 6
60 3-D Column 5

40

20

0
VATIKA H&S PANTENE SUNSILK
SHAMPOOS VISIBILITY(piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6

VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100
PANTENE 65 145 90
SUNSILK 70 140 90

160

140

120

100
1 TO 3
80 4 TO 6
MORE THAN 6
60 3-D Colum n 4

40

20

0
VATIKA H&S PANTENE SUNSILK
TOOTH BRUSHES AVAILIBILITY (piece/retailer)
NAME CATEGORY
1 TO 12 20 30 MORE THAN 30
BINACA 15 NILL NILL NILL
COLGATE 50 180 100 NILL
PEPSODENT 50 180 70 NILL
ORAL B 30 120 50 100
AQUAFRESH 30 120 50 100

Mostly retailers prefer to stock 20 to 30 pieces of each of the brands. Very few retailers are there
who stock the binaca toothbrushes as compared to the other toothbrushes.

180
160 1 TO 12

140 20
120 30
100 M. T.30
80
60
40
20
0 BINACA COLGATE PEPSODENT ORAL B AQUAFRESH
TOOTH BRUSHES VISIBILITY (piece/retailer)

NAME CATEGORY
1 TO 12 20 30 MORE THAN 30
BINACA 15 NILL NILL NILL
COLGATE 50 180 100 NILL
PEPSODENT 50 180 70 NILL
ORAL B 30 120 50 100
AQUAFRESH 30 120 50 100

180
100

Ea s t
50
We s t

160
0

1st 4 th
North
1 TO 12

140 Qtr Qtr

20
120 30
100 M. T.30
80
60
40
20
0 BINACA COLGATE PEPSODENT ORAL B AQUAFRESH
COCONUT OILS AVAILIBILITY(piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6

VATIKA 90 140 60
PARACHUTE 60 80 160

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

160

140

120

100

1 TO 3
80
4 TO 6
MORE- 6
60

40

20

0
VATIKA PARACHUTE
COCONUT OILS VISIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6

VATIKA 90 140 60
PARACHUTE 60 80 160

160

140

120

100

1 TO 3
80
4 TO 6
MORE- 6
60

40

20

0
VATIKA PARACHUTE

Although there are very less number of retailers stocking the tooth powders but in
those who do they prefer to stock the Colgate tooth powder in comparison to
Binaca tooth powder.
TOOTH POWDER AVAILBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6
BINACA 4 NILL
COLGATE 10 NILL

10

6
1 TO 3 4 TO6
5

0
BINAKA COLGATE
TOOTH POWDER VISIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6

BINACA 4 NILL
COLGATE 10 NILL

10

6
1 TO 3 4 TO6
5

0
BINAKA COLGATE
OILS AVAILABILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
AMLA LIGHT 80 120 100
KEO - KARPIN 90 120 90
HAIR & CARE 100 120 80

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

120

100

80

1 TO 3
60
4 TO 6

MORE-6
40

20

0
AMLA LIGHT KEO KARPIN HAIR& CAIR
OILS VISIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
AMLA LIGHT 80 120 100
KEO - KARPIN 90 120 90
HAIR & CARE 100 120 80

Maximum number of retailers prefer to make visible 4 to 6 pieces of oils of each brand

120

100

80

1 TO 3
60
4 TO 6

MORE-6
40

20

0
AMLA LIGHT KEO KARPIN HAIR& CAIR
 CHAPTER 6

 RECOMMENDATIONS AND CONCLUSIONS

 RECOMMENDATIONS

 Dabur should adopt an extensive push marketing strategy for all it's products
and extensive advertising for products namely Vatika Hair oil, Amla Light
and Binaca toothpowder and Binaca Toothbrush.

 Dabur should ask their distributors for providing higher margins to the
Retailers so they can be asked to push Dabur products.
 CONCLUSION

We surveyed around 100 retailers covering the east and the NCR (Gr.Noida &
Noida). Among the 100 retail stores we covered we found that around 97% of the
retail stores stock Dabur products, that means that Dabur has a good reputation in
the eyes of the consumers.

While noting the name of the stockiest we found that mostly there exists only one
stockiest for a particular area.

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

Shoulders, Pantene and Sunsilk Vatika have an average position in the market and
same is with the Amla light hair oil in comparison to Keokarpin and Hair & Care.

In the category of coconut oils we found that normally retailers stock Parachute in
large quantities as compared to Vatika Hair Oil.

In the case of tooth powders there were very less retailers stocking them as they are
in very less demand amongst the people in the respective areas which we covered,
in this too Colgate had an upper hand over Binaca.
In toothbrushes category, Binaca is not as commonly stocked as compared to
Aquafresh, Oral B, Colgate and Pepsodent.
In the food section Roohafza is in more demand amongst the consumers as
compared to sharbate azam.

Regarding the service provide by the Dabur to its retailers we found that the Dabur
personnel mostly visits most of the retailer on weekly basis.
 CHAPTER 7

 REFERENCES
 REFERENCES

1.Books : Kotler Philip, Marketing Management.

C.B. Kothari, Research Methodology.

2.Internet : www.dabur.com
www.google.com
www.hll.org.
www.daburproducts.co.in

3.Newspapers : The Times of India

The Hindustan Times
Business World
Economics Times

4.Schedules : Personal interaction with Individuals

 CHAPTER 8

 ANNEXURES
 QUESTIONNAIRE

This questionnaire is meant to collect information from the retailers about the
quantity stored by the retailers of Dabur products as compared to other competitors
.(tick the appropriate answer/answers)

1.Out of these how many brands of shampoos do you store ?

a)Vatika b)Head & Shoulders c)Pantene d) Sunsilk

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

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

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

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

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

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

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

a)vatika b)parachute

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

a)1 to 3 b)4 to 6 c)more than 6
7.Out of these how many brands of toothpowder do you store?
a)Binaca b)Colgate

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

a)1 to 3 b)4 to 6

9.Out of these how many brands of light hair oil do you store?
a) Amla light b)Keo-karpin

10.how many pieces of each brand of light hair oil do you store?
a)1 to 3 b)4 to 6 c) more than 6
 FAQ

QUESTIONNAIRE
Q. Who leads the company?

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

Q. What is the role of the Burman family in the Company’s management and operations?

Q. What is the mailing address and phone numbers of Dabur’s headquarters?

Q. What are the main product categories of Dabur?

Q. How many group companies does Dabur have?

Q. How does Dabur position itself?

Q. What is Dabur’s status in the consumer goods market?

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

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

Q. What are Dabur’s environmental concerns?

Q. How does Dabur implement its social commitments?

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

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

Q. In what manner and which areas of operation does Dabur support non-profit organisations?

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

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

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

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

Q. How do I become a model for Dabur ads?