Summer Internship Project

ReportOn

“Consumer Satisfaction Of Dabur India Ltd.”

Submitted in partial fulfilment of the requirements for the Two-Year Full Time Post Graduate
Diploma in Management

By: Underthe Guidanceof

Sandhya 1.FacultyMentor’sName
I.T. S-Mohan Nagar, Ghaziabad Prof. Mayank Sharma
EnrollmentNo :2021074 2. Industry Mentor’s
NameBatch: 2021-23 Mr.Gourav Chaudhary

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 I.T.S.School ofManagement
Session: 2021-23

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 CERTIFICATEOFORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of my
knowledge and belief ,it reproduces no material previously published or written that has been
accepted for the award of any other degree of diploma. This work is my own work which is based on
my experiences which I gain during my internship.

Sandhya
Enrollment No. 2021074
Date: 15thjune, 2022

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 (On Organization Letter head)

Date:………….

TO WHOM SO EVER IT MAY CONCERN

This is to certify that Ms. Sandhya is student of I.T.S. School of Management, PGDM Batch(2021-
23) has successfully completed her summer internship under the guidance of Mr. Gourav
Chaudhary (Industry Mentor’s Name)for a duration of eight weeks, from…….to...., 2022.

During her tenure with us, we found her……………………….

Signature
Name
Designation
Organization seal

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 CERTIFICATE

This is to certify that Ms. Sandhya PGDM (2021-23Batch) a student of I.T.S.School of Management
has undertaken the project on “Project Title”. The project has been carried out by the student partial
fulfillment of the requirements for her ward of PGDM ,under my guidance and supervision.

I am satisfied with the work of Ms.………………………….

Date:

FacultyMentor’sName:
Prof. Mayank Sharma

(Signature)

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 Acknowledgement

I Take the opportunity to express my immense in debt edness to my industrial mentor

Mr.Gaurav Chaudhary at Dabur India Ltd (DhruvSales) and to my academic mentor Mayank
Sharma(Professor)

I.T.S.SchoolofManagement,Ghaziabad,for definingthe
problem,consistentguidance,keepinterest,persistentencouragement.He has been helping me at every
stage of my internship.

I am highly grateful and feel proud privilege to take the opportunity of expressing my deepest and
heartiest sense of gratitude to Mr.Gaurav Chaudhary &prof. Mayank Sharma for his good
wishes ,cooperation and encouragement.

Myheartbowdownbeforemybelovedmotherandfatherwhoseblessingandexhilarationhasalwaysanimate
dmetoriseagainstproblemsandfacethemwithsmile.Theykeptenthusiasticthroughoutmyeducationalcarri
er, which enabled acquire the present gratification.

I am also thankful to all non- teaching staff, PGDM, I.T.S. School of Management, Ghaziabad, for
their support throughout my work.

Sandhya
PGDM2021-23

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 EXECUTIVE SUMMARY

The Internship project report has been undertaken as a part of our academic curriculum for PGDM to
make us efficient in research analogy and also to help us broaden our perspective of the corporate
world. The selection of three companies from three different sectors of our preference work and how
accompany operates with in it, in competition with the various others. This will not only help us
know about different sectors and companies, but would even facilities in finding the industry that
interest most in light of our future endeavours.

DaburIndiaLtd .is one of the leading FMCG Company in India.It has a marketcap of 1.04
lakhcrore& its total revenue ₹ 8989. The company is also a world leader in Ayurveda with a
portfolio of over250 Herbal/Ayurvedic products. They operate in key consumer in key consumer
products categorieslikeHair Care,OralCare, Health Care,Skin Care,HomeCare andFoods.
I have worked in the finance department of Dabur India ltd. in north zone, where I understand
theprocess of receivable and payables from stockiest (Customer). I came through a process of
stockiestappointment,paymentcollectionfromstockiestbyNACH,Claimssettlementofprimaryandsecon
darylevel, Vendorpayment and payment ofTA/DA.
During the period, I did a customer satisfaction survey by calling the stockiest. After the
completesurveyIdid a graphicalanalysis based on the responsesfrom stockiest.
Addfinding&recommendation.

The objective of this summer internship project was to analyse the customer service at Dabur
India.Primaryresearchhasbeenconductedforthecompletionoftheobjective.Aquestionnairehasbeenprepared
and recorded inregards to the responses received.

The respondents in this particular project are the stockists who stock the products of Dabur in
theirwarehouses and distributes to the small retailers as well as wholesalers. Most of the responses
are infavourof the currentprovisions and changesdoneby thecompany in their processes.

Few recommendations have been provided as per the observation form this non-biased primary
research which may help the company in the future. Also, it will help the current decision makers to
end the processes as per there equirement of the real market.

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 TABLE OF CONTENT

S.NO. PARTICULARS PAGENO.

1 INTRODUCTION TOFMCGINDUSTRY 8

2 COMPANYINTRODUCTION 9 – 13

3 ANALYSISOF 3Cs 14 – 16

4 PRODUCTPORTFOLIO 17 – 18

5 BCGMATRIX 19 – 20

6 OBJECTIVESOFTHESTUDY 21

     

     

     

     

     

     

     

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 INTRODUCTION TO THE INDUSTRY

Introduction

Fast-moving consumer goods (FMCG) sector is India’s fourth largest sector with household and
personal care accounting for more than 50% of FMCG sales in India. Growing awareness, easier
access and changing lifestyles of people is the key growth drivers for the sector. The urban segment
is the largest contributor to the overall revenue generated by the FMCG sector in India. However, in
the last few years, the FMCG market has grown at a faster pacein rural India compared to urban
India. Semi-urban and rural segments are growing at a rapid paceandFMCG products account
for50%of thetotalrural spending.

MarketSize

The retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion
in2017, with modern trade expected to grow at 20 25% per annum, which is likely to boost revenue
ofFMCG companies. Revenue of FMCG sector reached Rs. 3.4 lakh crore (US$ 52.75 billion) in
FY18andisestimatedtoreachUS$103.7billionin2020.AccordingtoNielsen,theIndianFMCGindustry
grew 9.4% in the January-March quarter of 2021, supported by consumption-led growth andvalue
expansion from higher product prices, particularly for staples. The rural market registered anincrease
of 14.6% in the same quarter and metro markets recorded positive growth after two quarters.Rise in
rural consumption will drive the FMCG market. It contributes around 36% to the overallFMCG
spending. In the third quarter of FY20 in rural India, FMCG witnessed a double-digit
growthrecovery of 10.6% due to various government initiatives (such as packaged staples and
hygienecategories); high agricultural produce, reverse migration and a lower unemployment rate.
The IndianprocessedfoodmarketisprojectedtoexpandtoUS$470billionby2025,upfromUS$263billionin
2019-20.

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 INTRODUCTIONTOTHECOMPANY

HISTORICAL BACKGROUND OF DABUR

 In1884,the Dabur was born in a small Calcutta pharmacy,where Dr.S.K.Burman launches his
mission ofmaking health careproducts.
 In 1896, with growing popularity of Dabur products, Dr. Burman expands his operations
by setting up a manufacturing plant for mass production of formulations.
 In early 1900s, Dabur enters the specialized area of nature-based Ayurvedic
medicines, for which standardized drugs are not available in the market.
 In1919,the need to develop scientific processe sand quality checks formass production of
traditional Ayurvedic medicines leads to establishment of research laboratories.
 In1920,Dabur expands further with new manufacturing units at Narendra purand Daburgram.
The distribution of Dabur products spread sto other states like Biharand the North-East.
 In1936,Dabur becomes a full-fledged company- Dabur India (Dr.S.K.Burman )Pvt .Ltd.
 In 1972, Dabur's operations shift to Delhi. A new manufacturing plant is set up in temporary
premises in Faridabad, on the outskirts of Delhi.
 In 1979, Commercial production starts in the new Sahibabad factory of Dabur, one of the large
stand best equipped production facilities for Ayurvedic medicines and launch of full- fledged
research operations in pioneering areas of health care with establishment of the Dabur Research
Foundation.
 In 1986, Dabur becomes a Public Limited Company. Dabur India Ltd. comes into being after
reverse merger with Vidogum Limited.
 In1992,Dabur opensanew chapter fstrategic partnerships within ternational businesses.It
entersinto a joint venture with Agrolimen of Spain. This new venture is to manufacture and
market confectionery items in India.
 In 1993, Dabur enters the specialised health care area of cancer treatment with its oncology
formulation plant at Baddi in Himachal Pradesh.
 In 1994, Dabur India Ltd. raises its first public issue. Due to market confidence in the

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 Company ,shares issued at ahigh premium are over subscribed 21 times.
 In 1995, In order to extend its global partnerships, Dabur enters into joint ventures with Osem
ofIsraelfor food and Bongrainof Francefor cheese and otherdairy products.
 In 1996, For better operation and management, 3 separate divisions created according to their
product mix - Health Care Products Division, Family Products Division and Dabur Ayurvedic
Specialties Limited.
 In 1998, Dabur enters full-scale in the nascent processed foods market with the creation of the
Foods Division and Project STARS (Strive to Achieve Record Successes) is initiated to give
ajump -startto the Company and accelerateits growth performance.
 In2000,Withchangingdemandsofbusinessandtoinculcateaspiritofcorporategovernance,theBurman
family inducts professionals to manage the Co

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  2011 - Dabur Red Toothpaste joins 'Billion Rupee Brands' club - Dabur Red Toothpaste becomes
the Dabur's ninth Billion Rupee brand. Dabur Red Toothpaste crosses the billion-rupee turn over
mark within five years of its launch.
 2012-DaburcrossesBillion-DollarTurnoverMark-DaburIndiaLtd.surpassesthebillion-
dollarturnover mark during the 2011-12 fiscal to end the year on a high note with net sales of
INR5283.17Crores.
 2013MarketCapitalisationcrossesthe$5-Billionmark.
 2015BrandReal, Vatika and Amla cross the Rs. 1,000-Croreturnovermark.
 2016 Dabur Gulabari and Dabur Lal Dant Manjan lock at turnover of Rs.100Croreeach.

Dabur-Vision& Mission

Vision
"Dedicated to the health & well-being of every household
"Principles
Ownership
This is our company. We accept personal responsibility, and accountability to meet business
needs.Passion forWinning
Weallareleadersinourareaofresponsibility,withadeepcommitmenttodeliverresults.Wearedeterminedto be
thebest at doing what matters most.
PeopleDevelopment
Peopleareourmostimportantasset.Weaddvaluethroughresultdriventraining,andweencourage&rewarde
xcellence.
ConsumerFocus
We have superior understanding of consumer needs and develop products to fulfill them
better.TeamWork
Weworktogetherontheprincipleofmutualtrust&transparencyinaboundary-
lessorganization.Weareintellectually honest in advocating proposals,including recognizing risks.
Innovation
Continuous innovation in products & processes is the basis of our
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 success .Integrity
Wearecommittedtotheachievementofbusinesssuccesswithintegrity.Wearehonestwithconsumers,with
business partners and with each other.

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 DABUR AT A GLANCE

Dabur India Limited has marked its presence with significant achievements and today commands
amarket leadership status. Our story of success is based on dedication to nature, corporate and
processhygiene, dynamic leadership and commitment to our partners and stakeholders. The results of
ourpoliciesand initiatives speak forthemselves.

Leading consumer goods company in India with a turnover of Rs. 2834.11 Crore
(FY09)3majorstrategicbusiness units (SBU)-ConsumerCareDivision (CCD),
ConsumerHealthDivision(CHD)andInternationalBusinessDivision(IBD)

3 Subsidiary Group companies - Dabur International, Fem Care Pharma and new and 8 step
downsubsidiaries:DaburNepalPvtLtd(Nepal),DaburEgyptLtd(Egypt),AsianConsumerCare(Banglades
h), Asian Consumer Care (Pakistan), African Consumer Care (Nigeria), Naturelle LLC(RasAl
Khaimah-UAE),WeikfieldInternational(UAE)andJaqulineInc.(USA).
17 ultra-modern manufacturing units spread around the
globeProductsmarketed in over 60 countries
Wideanddeepmarketpenetrationwith50C&Fagents,morethan5000distributorsandover2.8millionretail
outlets all overIndia
ConsumerCareDivision(CCD)addressesconsumerneedsacrosstheentireFMCG
spectrumthroughfourdistinctbusinessportfoliosofPersonalCare,HealthCare,HomeCare&FoodsMasterbran
ds:
Dabur - Ayurvedic healthcare
productsVatika-Premium haircare
Hajmola - Tasty
digestivesRéal-
Fruitjuices&beverages
Fem- Fairnessbleaches&skincareproducts

9Billion-Rupeebrands:DaburAmla,DaburChyawanprash,Vatika,Réal,DaburRedToothpaste,DaburLal
DantManjan,Babool, Hajmolaand Dabur Honey
StrategicpositioningofHoneyasfoodproduct,leadingtomarketleadership(over75%)inbrandedhoneymar
ket

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 Dabur Chyawanprashthe largest selling Ayurvedic medicine with over 65% market
share.VatikaShampoohasbeenthefastestsellingshampoobrand inIndiaforthreeyearsinarow
Hajmolatabletsincommandwith60%marketshareofdigestivetabletscategory.About2.5croreHajmolatablets
areconsumedin Indiaevery day
Leaderinherbaldigestiveswith90%market share

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 Consumer Health Division (CHD) offer sarange of classical Ayurvedicmed icinesand Ayurvedic
OTCproducts that deliver the age-old benefits of Ayurveda in modern ready-to-use Formats
Has more than 300 products sold through prescriptions as well as over the
countery

Proprietary Ayurvedic medicines developed by Dabur include:

Nature Care
Trifgol

Divisional so works for promotion of Ayurveda through organized community of traditional practitioners
and developing fresh batches of students

Growing at a CAGR of 33%in the last 6years and contributes to about 20% of total sales Leveraging
the 'Natural'preferenceamonglocalconsumerstoincreaseshareinpersonalcarecategories
Focus markets:

Egypt
Bangladesh
Nepal
US

BEVARAGES

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DABUR REAL JUICES

DABUR Réal Juice are having the widest range of fruit beverages with 22 exciting flavours- from the
Exotic Indian Mango, Guava, Litchi, Jamun & Peach to International Favourites like Pomegranate,
Tomato, Cranberry & Grape and the All Time Favourites of the many of the consumer – Mixed Fruit,
Orange, Pineapple, Mosambi and Apple. Réal juices are very healthy and delicious in taste as there are so
many consumer who liked real juice.
 

 Every Réal fruit beverage is made from the juice of best quality fruits only and with no so many
preservatives.
 Réal undergoes 108 quality tests at various checkpoints for quality, fruit goodness, taste, nutrition
and food safety for the consumers safety.
 Réal beverages have no added preservatives or artificial colours or artificial flavors.
 Each pack of Réal is packed aseptically in 6-layer TetraPak cartons. These packs are tamper-proof
and retain fruit goodness & food safety to give you the best-tasting fruit experience in every sip.
 We abide by the strict guidelines on quality and food safety as outlined by FSSAI (Food Safety and
Standards Authority of India).
 Complete automation and state of the art manufacturing ensures minimum human contact with the
product.
 Réal is READER'S DIGEST CONSUMERS' MOST TRUSTED BRAND SINCE 2008

 
DISRIBUTORS&RETAILERS

There are various distribution channels which are used by the dabur. Firstly there are types of sales.
Firstly primary sales has been processed by the company in which the goods are transferred tp the
various various distribution points from the manufactures. Next comes the Secondary Sales in which
the goods are transfered from the distribution to the various retailers for selling them to into various
markets.
Also C&FA function ensures smooth and efficient movement of products from the Company to its
dealers ,Stuckists etc. There is a wide market penetration on the part of Dabur through 47 C&F agents,
more than 7000 distributors and over 2.5million retail outlets all over India.The company
underrestructuring exercise has started focusing on distribution network. The company has shifted to
zonalsetup for its sales and marketing. The company is planning to shift to C&F agents’ system and
hasappointed more than 50 such agents in the market. It has also connected its C&F agents and its key
distributors online for better management of its stock. It has plans of going forB2B and B2c.

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Analysis of 3cs

Company
Dabur India Ltd. is one of India’s leading FMCG Companies with Revenues of over Rs 8,700
Crore& Market Capitalization of over Rs 90,000 Crore. Building on a legacy of quality and
experience of over 136 years, Dabur is today India’s most trusted name and the world’s largest
Ayurvedic and Natural Health Care Company.

Dabur India isalso a world leader in Ayurveda with a portfolio of over

250Herbal/Ayurvedicproducts.Dabur'sFMCGportfoliotodayincludesfiveflagshipbrands with distinct
brand identities-
- Dabur as the master brand for natural healthcare products, Vatika for premium personal care,
Hajmola for digestives, Réal for fruit juices and beverages and Fem for fairness bleaches and skin
care products.

DaburtodayoperatesinkeyconsumerproductcategorieslikeHairCare,OralCare,HealthCare,SkinCare,
Home Care and Foods. The ayurvedic company has a wide distribution network, covering
6.7millionretail outlets withahigh penetration in bothurban and rural markets.

Dabur's products also have huge presence in the overseas markets and are today available in over
100countriesacrosstheglobe.ItsbrandsarehighlypopularintheMiddleEast,SAARCcountries,Africa,US,
EuropeandRussia.Dabur's overseasrevenue todayaccountsfor over 27%ofthetotalturnover.

The 135-year-old ayurvedic company, promoted by the Burman family, started operating in 1884
asanAyurvedicmedicinescompany.FromitshumblebeginningsinthebylanesofCalcutta,DaburIndiaLtdh
ascomealongwaytodaytobecomeoneofthebiggestIndian-ownedconsumergoodscompanieswith the
largest herbal and natural product portfolio in the world. Overall, Dabur has
successfullytransformeditselffrombeingafamily-
runbusinesstobecomeaprofessionallymanagedenterprise.WhatsetsDaburapartfromthecrowdisitsability
tochangeaheadofothersandtoalwayssetnewstandards in corporate governance& innovatio

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 CUSTOMERS

Its products basically serve to lower income groups and middle level income
groups.Public,it includes both theexisting & potentialcustomer.
Dabur has 35 billion customers
(approx.).Stockiest(wholesalers),distributors,retailers

COMPETITORS

Dabur has so many competitors depending on product category.

For example ,inJuices ,Dabur’s Realismarket leader in this category. Pepsi’s, Tropicana &ITC’s B-
Natural are competitor for Dabur.
Similarly, in Air care category Dabur’s Odonil is competing with Godrej
&PnG .In Hair Oil category Bajaj & Marico are competitors.
In Oral care Dabur offers Red tooth paste, Red Gel, Meswak, Babool& Promise. HUL & Colgate are
keyc ompetitors in Oral care.
ForHoney &Chyawanprash, Dabur fights with Patanjali.

Rival Brands

HUL
Patanjali
Godrej
Marico
Godrej

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DaburProductsPortfolio

HealthCare
Dietary Health
Supplements Natural
Health Products Food
Supplements Digestive
OTC-Health care
Ayurveda Medicines
Traditional Herba lMedicinal products

Hair
CareHair
Oils:
Amla
Almond
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 Jasmine
Coconut

Shampoo:
Anti-Dandruff
Hair Fall Control
Smooth& Shine

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 Conditioner:
Hair Mask
Hair Gel, Wax &Cream

Oral Care
Toothpaste
Mouthwash
Denture Adhesive

Skin Care
Facial Bleaches
Face Fresheners
Face Pack
Face Wash
Face Scrub
Moisturizer Cream & Lotion
Body Wash
Hair Removing cream

Home Care
Mosquito Repellent
Air Freshener
Liquid Soap
Wet Wipes
Food
Packaged Juices

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 BOSTONCONSULTINGGROUPMATRIX

Cash Cows

The cash cows are those products that are seen as a highly productive item for a company as it
generates a high revenue. Since the product has a high demand, the high number of sales enables
thecompany to gain significant financial benefit from the cash cows. These items have established
astrong hold in the market therefore do not need a great deal of resource investment apart from
theusualmarketingand promotionalactivities.Someoftheleading
productsofDaburIndiaincludehairrelated herbal solutions. For instance, Dabur hair oil has been
faring well in the Indian andinternational market, making strong financial performance. in India is
dominated by DaburHajmola,as evident from the 50%shareownedbythe product.

Stars

The star product is an item that is making important contribution to the financial strength of
anorganization. At the same time, the product has opportunity for further growth as the demand for
theitemis onarise. Thiscould helpthecompany toincreaseits marketshare whichwould makethestar

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 a cash cow in the subsequent years. Growth potential in market share is one of the key
identifyingfactors of a star product, along with the high sales it generates for an organization. The
stars forDabur India belong to oral healthcare and beverage industry. Dabur toothpaste has been able
tocreate a significant niche in the market while the Dabur juice has attained similar success.
Bhushan(2016) has shared insight into the Indian toothpaste market, highlighting that the red
toothpaste byDabur has been able to secure a position among the top 3 leading brands in the country.
Thesignificant market share shows that the company has been able to compete with the foreign
MNCs,such as Colgate-Palmolive Company. In the beverage segment, Dabur juice has targeted the
needs ofthe customers who want fizzy drinks, yet want to consume healthy beverages. The option of
fruitjuice with the fizzy combination has appealed the target market, increasing the demand of the
product within a shorts panof time, making it a star for Dabur.’

Question Marks

The question mark as the name suggests includes those products that are not financially contributing
at the moment. They do have some potential to grow and create an increased demand in the market.
However, the present status of the products denotes an uncertain future performance. The question
marks, if able to gain significant market share could be classified as stars, but continuation with the
same level of financial input, these products can’t be identified as the leading source of financial
strength of a firm. Despite the high sales of toothpaste, juice and digestive tablet, there are some
products that have not been able to gain a positive response from the market. The acquisition of New
has been speculated as a risky decision as the company was renowned for its focus on herbal
product.

Dogs

The products that are placed in the dog category of BCG Matrix are poorly performing items being
manufactured by an organization. Due to the poor financial gains originating from the sale of these
items, the firm considers them as a liability, rather than a source of growth. The poor financial
performance necessitates the decision to stop production of these items and save the resources to be
invested in production of some other profitable ventures. Some business decisions by Dabur
haveresulted in the development of products that have not gained a significant market share.
Furthermore,these items do not have a profitable outlook in the future.

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 OBJECTIVESOFTHESTUDY

 To analyze the customer service at Dabur India.

 To understand the financial as well as commercial issues faced by the customer.
 To make recommendations, for the solution of the problems of the stockiest
with Dabur IndiaLimited.
 To analyze the taste and preferences of the customer.

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