Dabar Projects - 1

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A

PROJECT REPORT

ON

“MARKET SHARE OF DABUR HONEY”

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By :

Mr. PANKJ KUMAR

Roll No. :-------------

Under The Guidance

Internal Guide : - Mrs VAISHALI SETH

External Guide :- MrS---------------------

SINHGAD COLLEGE OF ARTS AND COMMERCE



NARHE PUNE 41



SINHGAD COLLEGE OF ARTS AND COMMERCE

AMBEGAON, NARHE

PUNE 41

CERTIFICATE

This is to certify that Mr. PANKAJ KUMAR OF T.Y.BBA HASSATISFACTORY COMPLETED THE PROJECT REPORT onTHE

SUBJECT market share of dabur honey as laid down by the Pune

University.

Year: 2011

Sem: T.Y. B.B.A

Roll No: 65

Place: Pune

Internal Examiner’s

Signature

Principal’s Signature

Dr. K.V. BACHUTE External Examiner’s



DECLARATION

I hereby declare that the project report entitled

MARKET SHARE OF DABUR HONEY

has been carried out and submitted to Pune

University is my original work . The empirical

findings in this report are based on the data collected by

me. I have not reproduced from any report of University

neither of this year or any previous year.

Date:

Place: Pune Pankaj Kumar



SR. NO. PARTICULARS PAGE NO.

1.

2.

3.

4.

5.

6.

CHAPTER I

INTRODUCTION

Research Area

Objectives Placed

(a) Primary Data

(b) Secondary Data

Objectives Achieved

Hypothesis of the Study

Research Methodology & Research Plan

(a) Primary Data Collection Sources

(b) Secondary Data Collection Sources

Limitation of the Study

CHAPTER II

History Awards

Marketing Mix: ‘P’s” Details

Organisational Structure

Any Other Relevant Information

CHAPTER III

APPLICATION OF THEORY

CHAPTER IV ANALYSIS OF DATA

Question

Tabular Representation Pictorial Representation

Interpretation

CHAPTER V

FINDINGS & COCLUSIONS

CHAPTER VI

Suggestions and Recommendations

Bibliography

Annexure



Chapter 1

Introduction



ACKNOWLEDGEMENT

I take the opportunity to express my gratitude to all of them

who in more or other way helped me to accomplish this

challenging project in Dabur. No amount of written expression is

sufficient to show my deepest sense of gratitude to them.

I wish to express my heartfelt thanks to Mr.Satyam

Bhardwaj (Sri Krishna Enterprises) Kadamkuan. Patna, for their

co-operation and guidance in successful completion of the

assigned project.

In the part of my study curriculum and in-class guidance in

am indebt to all my faculties who has shared their knowledge and

strengthen my conceptual framework in all the subjects I have

gone through in this BBA Course. Without their guidance it would

not be any possible to design any strategic plan or taking any

strategic decisions. The project has given me a full exposure of the

theoretical part which has been effectively followed in the practical

part in an organization.

I am also thankful to all the member of Dabur; who has given

me valuable information in the part of my project.

PANKAJ KUMAR



INTRODUCTION

“What is that life worth which can not

bring comfort to others”.Dr. S.K. Burman (1856-1907)

(The founder of Dabur)

A VISION TURNS A REALITY:

More than a century ago a young Indian doctor started with a

vision to provide innovative and affordable healthcare products for

Indian masses. Thus was born an organization, today known as

“Dabur India Limited”.

From the small dispensary in Calcutta in 1884, the organization has

today grown into a corporation having significant presence in health and

personal care markets in India and abroad with more than 100 years of

understanding of consumer needs and ability it provides safe solutions

from a deep understanding of Ayurveda, Dabur has sets its vision to

strive for providing good health and well being to every household

through its ten productions bases spread across India manufacturing a

range of herbal, health and personal care products, foods Ayurvedic

medicines and pharmaceuticals. Dabur products are also manufactured in

Nepal, Egypt and Dubai. An ontological parental facility has just been

established in the U.K.

The company is served by a strong distribution network of

C&F agents and distributors that ensures the presence of Dabur

products in over 1.5 million retail outlets. At Dabur, key to our

growth is knowledge of nature, which provides the basis, and useof modern research tools for superior understanding of this



knowledge for providing continuous innovation. Innovation in

products, processes and method will drive Dabur to global

leadership in health and personal care products.

RESEARCH AREAS

PATNA

• BORING CANAL ROAD

• KADAMKUAN

• NALA ROAD

• GANDHI MAIDAN



RESEARCH OBJECTIVES

Primary objective

1. To find the ways to increase the market share of Dabur

honey.

2. To analyze the market of honey in different areas of

PATNA.

Secondary objective

1.To know retailers and consumers perception about

Dabur honey.

2.To check the satisfaction level of users.

3.To find out the distribution channel of the company.

4.To find out the sales planning of the marketing

department.

OBJECTIVE ACHIVED



All the above mentioned objectives are achieved up tomaximum possible extent

RESEARCH METHODOLOGY

Areas : Patna

Research Design : Exploratory

Sources of Information : Primary Data

Secondary Data

Data collection Method : Structured Non Disguised

Questionnaire

Types of questions Used : Open Ended

Multiple Choice

Close ended

Dichotomous

Target Group : Retailers

Kids (6-10 Years)

Ladies (Mothers)

Sampling Method : Random Sampling

Sample Size : Retailers -150

Kids-70

Ladies- 100



DATA COLLECTION METHOD

Primary method

Questioning and observing are the two basic methods of

collecting primary data. To collect good primary data, it is

necessary to develop standardize forms to guide the procedure.

When information is to be collected by asking questions from

people who may have the desired data, a standardize form called

Questionnaire is prepared. Questionnaire consists of list of

questions to be asked from the respondents and space to record

the answers/responses.

Secondary method

Data which is not originally collected but rather obtained from

published or unpublished sources are known as secondary data. These data

are usually

Complied by government or non official bodies and are

available somewhere

freely.

The various secondary sources for this project are:-1) Employees of the organization.



2) Any published document.

3) Company’s website.

LIMITATIONS OF MARKETING RESEARCH

1. It is highly expensive and time consuming.

2. Marketing research is carried out on customers,

dealers wholesaler retailers etc. who are human beings.

Human beings have a tendency to behave artificially

when they know that they are being observed.

3. Subjectivity is the main limitation of MR. It is very

difficult to verify the research results.

4. The MR projects generally take longer time. The time

by which the research results are presented market

situation also undergoes a change.

5. The lack of appropriate training to researcher leads to

misinterpretation of questions to be asked for data

collection.



CHAPTER 2

PROFILE OF DABUR

Type Public (NSE, BSE)Founded 1884Headquarters GhaziabadKey people V. C. Burman

Industry Health Care, FoodProducts Dabur Amla, DaburChyawanprash,

Vatika,Hajmola & RealRevenue Rs 1375,03 croreWebsite www.dabur.com



DABURHISTORY

Dabur India Limited, established in 1884, is one of theoldest health and personal care companies of India. This young

man, Dr. S.K. Burman, laid the foundation of what is today known

as "Dabur India limited". From a humble beginning in 1884, as a

manufacturer of traditional medicine in Calcutta, Dabur has come

along way to become a multi-facet, multi- locational and multi-

product modern Indian corporation with a global presence. It now

enjoys the distinction of being the largest Indian F.M.C.G.

company and is poised to become a true Indian multinational. The

phenomenal progress has been many milestones.

.

• 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.



AWARDS



“ P”MIX

ANALYSISBRAND STRENGTH / WEAKNESS

Elements of Marketing Mix

Strengths Weaknesses

Product Brand Locality66% Market Share(In value)45% Market Share(In Volume)Most Selling Brand40-Crore Brand

Price AffordablePackaging AttractivePacksizes Available in 5 packsizes

(50 gms, 100gms,

200gms, 500 gms and 1Kg.)

No sachet / PlasticPackaging



Positioning Targeted to kids (i.e. 6-10 Yrs.) as a food item.

Advertising Effective ReachSales Promotion • No window

hiring/ displays.• Some retailers

are unawareabout the salepromotionschemes.

• Present gifts areless attractive.

• Less schemes

for retailers topush theproduct.

Distribution System Widespread two levelchannel.

CHANGE IN MARKETING MIX OF DABUR

1. PRODUCTS The company has decided to enter businesses of

soups and tomato puree under theHommade brand and fruit drinks under Coolers.

the all companies are trying to cover the market by

launching the new product therefore Dabur is

also trying to cover the marker with the launch of `Coolers',

a fruit-based beverage in a ready-to-

drink format, Dabur Foods Limited on Thursday introduced

its new brand in seven years. After major success of its`Real' brand of fruit juices, through `Coolers' the company



hopes to corner a

chunk of beverages market that protects from excessive

effects of heat during summer. The

company invested Rs. 12 crores for the development of thenew brand, which will be available in

three variants — Aam Panna, Pomegranate and

Watermelon — while Jamun drink will be

launched shortly. `Coolers' brand of products will be 25-30

per cent cheaper than the `Real' juices.

The new offering will be initially available in top 30 towns

and 50,000 outlets. In the second

phase, the distribution network would be expanded to 50towns and one lakh outlets. The company

enjoys 55 per cent market share in the Rs. 120-crore fruit

juice market.

Dabur is planning to expand: Aiming to tapthe fast growing home cleaning productsmarket in

the country, homegrown FMCG major Daburis planning to expand its range of kitchen andhomecleaners and freshners.Dabur launches Hajmola Pudina: As I havementioned in the previous page that Daburlaunchedthe Hajmola Pudina In a bid to push the growth of its

Hajmola brand, homegrown FMCG company

Dabur India has extended the digestive range with the

launch of a new variant - Hajmola Pudina.

Further, the company also plans to undertake a host of

consumer connects initiatives - by way of

tie-ups with Highway Dhabas - to increase frequency of

consumption by promoting post-meal

consumption.



2. PRICEPrice is one of the most effective marketing tools to

promote a business because price conveys image, affects

demand, and can help target a market segment. ... Everymarketing strategy will have its own related pricing

strategy.

After running as a family business for over 100 years,

when in late 1990s, the management of the

Dabur was handed over to a team of professional

managers, the new management faced a gigantic

task of improving performance in several critical areas. In

particular, working capital and costmanagement required urgent attention as the company's

performance in these areas had been far

from satisfactory. The then prevailing current ratio of 3:2

and quick ratio of 2:4 were considered

too high and indicative of heavy unnecessary investments

in working capital that would have a

negative effect on company's profitability.Efforts to improve the working capitalefficiency were met with stiff resistance fromvariousquarters, but finally yielded results. The casestudy discusses the measures taken toimprove the

working capital and cost management performance, and

how with concerted efforts the

management turned around a highly inefficient working

capital management into one of the most

efficient in the FMCG sector of the Indian industry. In fact,

the company seemed to have taken the

matter to the other extreme of negative working capital,

with the current ratio declining to 0:8 and

the quick ratio to just 0.4 in 2004–05.



3. PLACEShopkeepers selling Dabur India's consumer products

would now learn marketing through role-

plays staged by professional actors at their shops. As partof a recent initiative titled Astra,

advanced sales training for retail ascendance, FMCG

major has recruited 75 sales and HR

managers across the country who would educate over

2,000 distribution channel partners of the

firm about the complexities of sales and distribution

through the audio-visual medium.

Dabur is targeting sales growth of above 15 per cent afterimplementing Astra, which was unveiled in May, and

expects nearly 40 per cent growth in sales through

modern trade and institutions, like hotels. The company

also will keep a tab on its performance on a monthly and

quarterly basis.

Dabur has a distribution reach of 25 lakh retail outlets

across the country. About 75 per cent of the company'ssales come form rural areas, hence, it has created the

Astra training consultancy module in five vernacular

languages, Bengali, Tamil, telungu, Malayalam and

Kannada. The company also expects rise in consumer

spending in the rural areas and plans to spread the

initiative in the rural market.

and distribution models.

Under Astra, Dabur has categorised its sales anddistribution channels into finer segments, such askey grocers, mass grocers, chemist, wholesale,small outlet and modern trade.The programme will address specific needs and

expectations of each channel in the areas such as, trade

activation programmes, trade promotion programmes,

brand/SKU focus, merchandising and managing channel

conflict.



Astra is a step ahead of Dare, driving achievement of

retail excellence, introduced by the company

in 2006. Dare was aimed at leveraging Dabur's brands

performance in modern retail. Astra willencompass all the distribution channels including modern

retail.

4. PROMOTION

DABUR is focusing on the customer serviceand to serve their customers they arecustomizing

their products according to the customersneed tocustomize = to build, fit, or alter according to individual

specifications. Customized service

Customized service firms offer a variety of research

services that are tailored to meet the clients

specific needs.

ORGANISATIONAL STRUCTURE



CHAIRMAN

↓MANAGING DIRECTOR

↓DIRECTORS

↓GENERAL MANAGER

↓SALES MANAGER

↓AREA SALES MANAGER

↓SALES EXECUTIVES

↓SALESMAN



Other Information

VISION

“Dedicated to the health and well-being of every household”.

QUALITY POLICY

At Dabur, Quality is a relentless commitment to continuousimprovements in product, process and systems to provides

consistent quality products to meet our customer’s requirement

worldwide. The management is fully committed to quality and

ensures all resources to accomplish this task.

QUALITY OBJECTIVESTo focus on its customers and successfully meet their needs and

requirements.

• To manufacturers effective health care products at competitive

prices and to improve the quality of life of the common masses.

• To implement systems to ensure prevention of errors either

than detection of errors.• To ensure global competitiveness by striving to achieve current

good manufacturer practices (GMP).

DABUR HONEY COMPETITORS

INDIAN BRANDSMehsonsBaidyanathNatural Way



HimaniZanduCharakhHimalayan

HimfloraKashmiree Honey

FOREIGN BRANDSCapilano (Australian)Lagneese (German)Fragata

LOCAL BRANDS

Parag Ankur ( Khadi Gram Udyog)Dadi’s ( Hoshiarpur)KabliwalaTriptaHadras (U.P.)Mohun’sUttarakhandBajajHoneylime

CHAPTER 3

APPLICATION OF THEORY



MARKETING RESEARCH

Marketing research is defined as "The systematic and

exhaustive search for the study of the facts relevant to any

problem in the field of marketing. Marketing research is the

function which links the consumer, customer and public to the

marketer through information- information used to identify and

define marketing opportunities and problems, generate,

refine and evaluate marketing actions, monitor marketing

performance; and improve understanding of marketing as a

process.

Marketing research specifies the information required to

address these issues; designs the method for collecting

information process; manages and implements the data collection



process; analyzes the results; and communicates the findings and

their implications.

CHAPTER 4

ANALYSIS OF DATA

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PRODUCT PUNCHLINE





OTHER PRODUCTS

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http://connect.in.com/dabur-india-ltd/photos-1-1-1-247935d1c31348f1bac2d8a4bb6230bd.html





6.0 ANALYSIS - I (RETAILERS)Question 1. What is the percentage of theretailers who keep honey and

who do not keep honey?

INTERPRETATION

It was observed that 8% of the retailers don’t keep honey at al

while 92%

of the retailers do keep honey.











PRODUCT PROFILE

In its generic form, honey is a wonder product. If in western

homes it is a term of endearment, in India, honey is traditionally

seen as a health syrup.

No company in the organized sector had seen business

opportunity in honey, till the Dabur India Limited decided to

source honey in large volumes from apiculturalists (bee -hive

farmers) and market it, the company introduced branded honey

in glass jars to the Indian market about a decade ago.

The only big ogranisation selling honey at that time was khadi

gram udyog that too unbranded produce from villages to the

urban markets.

Dabur found that the demand is low. Honey's usage was

restricted to the world of therapy; used as a cough palliative, a

skin conditioner or alternately as a base ingredient for other

ayurvedic formulations.

Dabur made a start of mass marketing its honey. By flowing

honey through its distribution stream, all that the company had



achieved was placing the product within the urban consumer's

reach.

By the late 1980's, small regional brands had started getting

stronger, although they were confined to small pockets by their

lack of a wide distribution mechanism. This posed a danger.

Other brands- Natural way (Golden Meadows), Allied's and

Mehson's among them had started gaining recognition in the

branded honey market. And some more were on their way in,

some with fancy packaging to target the upmarket buyer. The

small marketers were selling on price, which meant trouble for

Dabur.

2004, Dabur Honey took to national level advertising for the first

time, placing the brand on the purity platform. Growth came, at

about 20 per cent, that was not satisfactory.

In the year 2005, Dabur gave the brand's ad account to

enterprise. At that time Dabur's ad spend for honey was a

piffling Rs. 10-15 lakhs a year. It changed the traditional

perception of Indian consumer about honey as a medicine to

tasty, nutricious food on the breakfast table.



CONSTITUENTS OF HONEY

PercentageTotal Dissolved Solids

Sugars

Fructose (Levulose)

Glucose (Dextrose)

Sucrose

Other higher sugars

Water

Minerals: ( Potassium, Calcium,

Magnesium, Iron, Copper,

Manganese, Phosphorus,

Sulphur, Chlorine and Traces of

Chromium, Nickel, Tin, Silver,

Gold etc.

Acids: (Acetic, Buteric, Citric

form ie, gluconic, maleic, lactic,

succine etc.)

Proteins and Amino Acids:

(Proline, Phenylanin , Leucine,

Valine etc.)

Enzymes: (Invertase, Amylase or

Diastare, Gluclose - oxidase etc.)

Vitamins: Vitamin B-I or Thiamin,

Vitamin B-2 or Riboflavin, Niacin,

Vitamin B-6 or Pyridoxal, Vitamin

C

70-80

38

37

2

0.5

20

0.5

0.2

0.25

Traces

Traces





cnclusion

Taking into consideration the Dabur Honey which has

market share of 66% (in value) and 44% (in volume). Its

annual sales are approximate 40 crores per annum. The total

market of honey is 100 crores. The dabur honey was

relaunched in 1994 as food items. There has been 12% in

increase in sales from the last year , which is a positive sign.

The company is now a days offering it as a food. It is being

widely distributed and lot of money being spent on advertising

and sales promotion. Reminder Advertising is important to

remind the target market about the existence of the product.



RESEARCH OBJECTIVES



PROCEDURE OF MARKETING RESEARCH

Define the problem &

research objectives.

Define the problem &

research objectives.

Develop the

research Plan

Develop the

research Plan

Collect the

information

Collect the

information

Analyze the

information

Analyze the

information

Present theFindings





RESEARCH DESIGN

A research design is simply a plan or framework for a study

that is used in collecting and analyzing the data. This framework is

to ensure that relevant information is collected and that too

depending upon the objectives of the study. The research design

can be classified into three categories-Exploratory, Descriptive and

Casual. Exploratory research seeks to discover new relationships,

emphasis on discovery of ideas. This research is used when very

little is known about the problem being examined. The purpose of

this type of research is to extract new insight into problem. The

research design used for the project at hand is of exploratory in

nature.

Descriptive research attempts to determine the frequency

with which something occurs or the relationship between two

phenomenons. A casual research design is often adopted in order

to discover and determine the cause and effect relationship.

SOURCES OF INFORMATION

It is necessary to prepare a list of the information, which is needed

to attain the objectives.

1. PRIMARY DATA

It consists of the original information or new data gathered

specifically for the purpose. Questioning and observing are the two

basic methods of collecting primary information.



2. SECONDRY DATA

It consists of information that already exists somewhere having

been collected for another purpose.

DATA COLLECTION METHOD

Questioning and observing are the two basic methods of

collecting primary data. To collect good primary data, it is

necessary to develop standardize forms to guide the procedure.

When information is to be collected by asking questions from

people who may have the desired data, a standardize form called

Questionnaire is prepared. Questionnaire consists of list of

questions to be asked from the respondents and space to record

the answers/responses.





QUESTIONNAIRE DESIGN

While proceeding to design questionnaire, two key assumptions

to be followed are:

1. The researcher assumes that the respondent is able and willing

to communicate the desired data either verbally to an

interviewer or in writing on a questionnaire form.

2. The researcher must assume that the information he/she

obtains from the interview and the questionnaire is essentially

about the respondent's verbal or written behavior.

While constructing a questionnaire, the researcher should keep

in mind two things:

(I) The objectives of the research project.

(II) The respondent's point of view.

Questionnaire designing consists of five steps as follows:

1. Specifying Data requirements.

2. Determining the type of questions to be used.

3. Deciding the number and sequence of questions.

4. Preparing the preliminary draft of questionnaire.

5. Revising and pretesting the questionnaire.



TYPE OF QUESTIONING TECNIQUES

There are four general methods of collecting data using the

questionnaire techniques. There are as follows:-

1. Non Disguised, Unstructured Techniques.

2. Disguised, Unstructured Techniques.

3. Non Disguised, Structured Techniques.

4. Disguised, Structured Techniques.

NON DISGUISED, STRUCTURED TECHNIQUES

In this type of questionnaire, questions are presented with exactly

the same wording and in exactly the same order to all

respondents. The responses as well as questions are

standardized. Data obtained is easier to tabulate and interpret.

UNSTRUCTURED, NON DISGUISED TECHNIQUES

In this type of questionnaire, the purpose of the study is clear, but

the response to the question is open ended. Focus groups and

Depth interviews tends to obtain more information from the

respondents.

UNSTRUCTURED, DISGUISED TECHNIQUES

The unstructured-disguised questionnaire is developed when a

respondent is not willing or cannot find words to express meaning

to answer direct questions and his hidden motives remain

unexpressed. Projective techniques are the examples of this type.



STRUCTURED, DISGUISED TECHNIQUES

The structured -disguised questionnaire emerged as an attempt to

secure the advantages of disguise in revealing subconscious,

hidden motives and attitude along with the advantage in coding

and tabulation common to structured approaches.

The questions seeking the information were used. The main aim

was to analyze the market of honey which was done by making

questionnaires for the retailers, kids and ladies (mothers) who

could give the maximum information. The type of questions used

were closed-ended, open ended , multiple choice and dichotomous

questions. A pilot survey was made to test the feasibility of the

questionnaires.





ANALYSIS - I (RETAILERS)

Question 1. What is the percentage of the retailerswho keep honey andwho do not keep honey?

INTERPRETATION

It was observed that 8% of the retailers don’t keep honey at all

while 92% of the retailers do keep honey.

92%

8%

Who Keep Honey Who Don't Keep Honey



Question 2.What is the percentage of the retailerswho think that the giftsare attractive and unattractive

INTERPRETATION

It was observed that the 80% of the retailers told that there is no

effect of the present gifts while 10% of them have said that they

are attractive and remaining 10% were either uniformed about the

gifts or they told nothing.

80%

10%

10%

Unattrative Scheme Attractive Scheme Can't Say



Question 3 How many retailers keep dabur honey and how many

keep other brands?

INTERPRETATION

It was observed that 52% of the retailers keep only Dabur Honey

while 4% of them don't keep Dabur Honey and remaining 44% of

the retailers keep other brands also.

52%44%

4%

Keep Only Dabur Honey Other Brands Including Dabur Don't Keep Dabur Honey



Question 4 What influence sale of dabur honey?

INTERPRETATION

It was observed that 52% of the retailers have told that sale of

Dabur Honey is due to its brand name, 17% said due to quality,

10% due to purity, 5% because of advertisement, 2% because of

promotion schemes and 5% due to easy availability.

52%

9%

17%

10%

5%

2%

5%

Brand Name Quality Purity

Advertisement Promotion Scheme Easy Availability

Can't Say



Question5 How many retailers complain about crystallization?

INTERPRETATION

It was observed that 27% of the retailers complaint about the

crystallized honey while remaining have no such kind of

complaint.

30%

70%

Complaints No Such Complaints



Question 6 How many retaillers are satisfied with the margin

provided?

INTERPRETATION

It was observed that 61% of the retailers were unsatisfied whileremaining were satisfied with the margin.

61%

39%

Unsatisfied with margin

Satisfied with margin



ANALYSIS II (KIDS)

Question : how many kids eat honey?

INTERPRETATION

It was observed that 28% of the kids don’t eat honey at all while

remaining 72% do eat honey.

28%

72%

Don't Eat Honey Eat Honey



Question : How kids consume dabur honey?

INTERPRETATION

It was observed that 39% of the kids consume plain honey, 48%

consume it with bread, milk or paranthas and 13% of them

consume it as both.

39%

48%

13%

Plain With Bread/ Milk/ Paronthas Both



INTERPRETATION

It was observed that 66% of the kids consume honey once a daywhile 34% of them consume honey twice or thrice a day.

66%

34%

Consume once a day More than once



INTERPRETATION

It was observed that 33% of the kids consume honey as food items

(At a specific time ie. in morning or evening), 34% of them

consume it as snacks (ie. at any time of the day), 26% of them

consume it as both snacks and food items. Remaining 7%

consume it as medicine.

33%

34%

7%

26%

As food items

As Snacks

As Medicine

As Both ( Food Items & Snacks)



INTERPRETATIONIt was observed that 53% of the kids prefer chess as free gift

while 24% of them prefer sketch pens and remaining prefer snake

& ladders as free gift.

53%

24%

23%

Chess Sketch Pen Snake & Ladders



INTERPRETATION:

It was observed that 90% of the kids have seen and remember the

Dabur advertisement, while 9% have not seen the advertisement

and 1% have seen the other brand’s advertisement.

90%

9%

1%

Seen and remember the Dabur advertisement Not Seen the advertisement

Other advertisement



ANALYSIS III (MOTHERS)

INTERPRETATIONIt was observed that 14% of the respondents don’t consume honeyat all.

14%

86%

Don't Consume Honey Consume Honey



INTERPRETATION

It was observed that 65% of the respondents said that kids

consume honey the most, while 35% told that adults consume

honey.

65%

35%

Kids Adults



INTERPRETATION

It was observed that 17% of the respondents are satisfied with

Dabur Honey, Level of satisfaction for 39% of the respondents was

good and for 44% of the respondents was very good.

44%

39%

17%

Very Good Good Satisfied



INTERPRETATION

It was observed that 34% of the respondents purchase Dabur

Honey because of quality 27% because of purity , 26% due to

easy availability, 23% due to brand name.

30%

25%

24%

21%

Quality Purity Easy Availability Brand Name



INTERPRETATION

It was observed that 90% of the respondents consume Dabur

Honey, while they remaining consume other brands.

90%

10%

Consume Dabur Honey Don't Consume Dabur Honey



INTERPRETATIONIt was observed that 40% of the respondents generally consume

500gms., 38% consume 200gms., 5% consume 1 Kg. And 17%

consume 50 gms. and 100 gms.

40%

38%

5%

17%

500gms. 200gms. 1 Kg. 50gms. and 100 gms.



THREATS

• More and more branded honey is available in the market with

five or six flavours.

• Competitive brands are giving more margin because of which

retailers are least interested in selling the product.

• Complaints like granulation of honey (i.e. small sugar crystals)

is affecting the sales.

• Foreign branded honey is now available in the market and is

liked by the consumers.

• In areas like South Delhi, customers don’t consider price to

purchase the honey and the foreign honey is capturing the

market.

OPPORTUNITIES

• New flavours of honey can be introduced.

• New packaging like sachet and plastic packaging can be

launched.• In Ghaziabad, markets for expensive / Foreign honey has been

developed as yet, so there are only few brands including local

brands among which only Dabur is doing well.



CONCLUSION

This survey has revealed that the Ayurvedic industry is a very

complex industry with a manufacturing process, which is

sensitive and requires expert supervision. Dabur Honey also

enjoy good brand loyalty.

Fluctuating demand of Ayurvedic medicines is a problem with

which companies have to contend. As in the case of Asav-

arishtas which enjoy good demand during season changes and

warm months low demand in the other seasons , the demand is

not met well by companies which fail to accurately predict this

pattern and hence end up producing insufficient quantities when

the demand is high and end up with excess inventory as the

demand wanes. The companies fail to review their targets

accurately to coincide with the decreasing levels of demand.

Dabur Honey is under constant threat from it competitors and

loosing its market share. Due to an inadequate budget for

advertising, the company has been unable to promote and

create a consumer base of its own.

The Dabur Honey brand is a major player in the market. Though

due to inefficient distribution and sales network its true potential

is yet to be realized.



SUGGESTIONS &

RECOMMENDATIONS

After the survey and the analysis, a lot of information was

gathered which is being presented in the form of suggestions:-

• As the honey is targeted to the kids, they are consuming honey

in the same ways as suggested in the advertisement. so, if the

consumption of honey has to be increased the new uses can besuggested. (eg, it can be used for preparation of cakes, jelly,

squash etc.)

• To increase its consumption, it can be written on the bottle of

the honey that for best results, use thrice a day for kids and

twice a day for adults (as the case may be)

•

For Sales promotion gifts like pencil box, it can be in the shapeof the bottle of Dabur Honey.

• It is natural for honey to crystallize but consumers can be made

aware about this fact because it is affecting the sales.

• More schemes like ‘Seasonal Schemes’ can be given to the

retailers.

•

More and more displays like window hiring can be given for theretail outlets as it has been said that “ Jitna Dikhega Utna

Bikega”

• Sales promotion schemes like” Price off or extra Amount”

can be given.

• Margin can be increased because other competitors are giving

more margin due to which the retailers are least interested inpushing the brand (Mehsons is giving 36% margin).



• More detailed information about honey can be given on the

company’s Internet site.

• New packaging like ‘Sachet or plastic packaging’ can be

introduced. Plastic packaging for 1 kg. Honey was demanded

by the consumers.

• Sales promotion gifts like ball, Badminton Racket, Pocket

chess, small toys, cars etc can be given for kids.

• The main competitors are Mehsons, Natural way, Himani which

are not the corporate brands as Dabur. The Brand like Mehsons

can be purchased to kick it out from the market.

• Foreign brands like Capilano, Lagneese, Fragata are now

available in the market and doing well in posh markets like

South Delhi and sector 18, Noida where people don’t consider

the price to purchase the honey. Dabur can merge with the

foreign brand and can do marketing for it.

• An awareness programme can be done in the schools like

Mother’s pride where gifts and posters can be given to the kids.

• Sales cam also be promoted by distributing small sachets and

gifts to the children on the places like ‘Appu Ghar’ through the

Joker.



Financial Express 5 th July, 2005

DABUR HONEY NOW IN A TRENDY SQUEEZE PACK.In a more concerted effort to position one of its top ten brands-

Dabur Honey-on the fun plank and draw the user group-kids-

directly, Dabur India has launched the product in a trendy squeezy

pack priced at Rs. 78 for a 400 gm pack. This squeezy pack-

launched in the top four metros only- will be promoted through

advertising which will begin in the next few weeks and PoSmaterial that communicates the fun plank with the headline: Play

With Your Food With Honey Squeeze Pack . In order to make

the product appeal to the segment, the company also plans to

change the old staid looking labels on the packs with company

labels.

The Rs. 40 crore brand has been repositioned twice in the last fiveyears. In the first stage in 1994, Dabur Honey was repositioned on

the food platform after the company found that the brand was

perceived as a medicinal sweetener. That confined the bottle to

shelves, only to be brought out occasionally. So in order to move it

out of the kitchen cabinet on to the dining table, Dabur

repositioned Dabur Honey as a taste enhancer and aimed its

communication at housewives - it talked about using honey in lot of

dishes right from salads to deserts to lemonades to chicken.

"While that effort yielded results-the brand grew at five year CAGR

of 30 per cent-it needed to find a way to increase the width and

depth of usage to continue the pace of growth," says Sunil Duggal,

Vice President, Sales & Marketing, Dabur. Till 1993-94, the

category was growing at the rate of 20 per cent, annually.



So, late last year, it decided to narrow down its target audience

from housewives to kids while continuing its strategy to position

honey as a food product. The aim: to grow the market by

promoting large scale/frequent consumption. The result from the

second stage of repositioning, says Duggal, are currently being

evaluated. "The real results will emerge now but the immediate

challenge is to maintain the current growth rate," says Duggal.

Besides the TV advertising campaign-honey khaake dekho ji -

Dabur has supported the new positioning plank with various below

the line activities targeting kids. These include giving away fun

freebies such as comics and animal faced masks with 200 gm,

500gm and 1kg Dabur Honey. Besides, the company has

undertaken a plantation awareness programme in more than 200

schools in Delhi. As part of the project, Dabur contacted more than55,000 children of class II and III and provided booklets and poster

to them.

Dabur Honey claims to be the leader in the branded Honey market

with a more than 50 per cent market share. The estimated size of

the market is around Rs. 100 crore with a large unorganizedsector. The brand expects to achieve a turnover of Rs. 45 crore in

the current financial year. The brand spends about Rs. 4 crore on

advertising.



Financial Express – July 10, 2005

The net profit excludes a non-recurring income of Rs. 21.17 crore

received by the company from sale of its 49 per cent stake in

General de Confeteria Ltd. during the same period last year. The

sales turnover grew by 6.2 per cent to Rs. 247.90 crore as against

Rs. 233.53 crore during the period under the review.

However, according to the company release, the sales turnover

went up by 10 per cent on like to like basis after excluding its foods

business that has been carved into a separate subsidiary. The

company expects to record higher growth rates during the rest of

the year as some new products are slated for launch during the

second and third quarter.

Recently, Dabur added a new variant to its Pudin Hara

range. The board also approved a stock split of each equity share

of Rs. 10 into 10 equity shares of Rs.1 which would lead to an

increase in the number of shares of the company resulting in better

liquidity. As a step towards professionalisation of Dabur's board,

Dabur inducted SM Dutta and Sunil Duggal on the board of

directors.

While Dutta has formerly been the chairman of HindustanLever Ltd. (HLL), Duggal is the vice President-family products

division, Dabur.

The company has maintained its advertising and promotional

expenditure at 11.5 per cent of sales and recorded healthy growth

in the sales performance of some of its major health and personal

care brands. While Vatika Shampoo grew by more than 100 per cent, Dabur Amla Hair Oil, Special Hair Oil and Dabur Honey by



12 per cent, Hajmola by 13 per cent and Ulgel, an antacid in

ethnic flavour increased by 20 per cent.

It's key pharmaceutical brand new Livfit recorded a growth of

more than 100 per cent, the release added.

During the quarter, the company made an additional

investment of $ 3 million in Dabur Oncology Plc, the subsidiary set

up in the UK to manufacture and market oncology formulations for

European and US market.



BIBLIOGRAPHY

BOOKS

Marketing Management : Philip Kotler

Marketing Research : Boyd

LIBERARIES

Khuda baks Library

Sinha Library

WEBSITE

www.Dabur.com

NEWSPAERS

Business Standard

Economic Times



QUESTIONNAIRE (CHILDREN)

1. [i] Name…………………………………………………………

[ii] Age ………………………………………………………….

2. Among the following which items do you consume?

[i] Jam ž [ii] Chips ž

[iii] Chocolates ž [iv] Jelly ž

[v] Honey ž [vi] Cheese ž

[vii] Butter ž [viii] Cold Drinks ž

3. Do you ask yourself for honey?

[i] Yes ž [ii] No ž

4. If YES (in question Three) why do you consume honey?

[i] Health ž [ii] Taste ž

[iii] Both (i) &(ii) ž [iv] Any other ž

5. How do you consume honey ?[i] Honey plain ž [ii] With toast/Bread ž

[iii] With Milk ž [iv] With Ice-cream ž

[v] With Biscuits ž [vi] With Nibu Pani ž

[vii] With Parathas/Roti ž

[viii] Any Other (Specify) ………………………

6. When do you consume honey?[i] At breakfast ž

[ii] With snacks ž

[iii] In tiffins ž

[iv] With friends ž

[v] When you want to have something for fun ž

[vi] Whenever you feel like having something sweet ž

[vii] Along with lunch/ dinner ž



[viii] Any other (Specify) ………………………………….

7. How many times do you take honey in a day?

[i] Once ž [ii] Twice ž

[iii] Thrice ž [iv] Any other (Specify)

………………….

8. Have you seen any advertisement of honey on television?


9. If yes (in question six), which advertisements?

………………………………..………………………………..

……………………………………………………………………………

……………….

10. Which T.V. Channels?

[i] Sony ž [ii] Star Plus ž

[iii] Zee Network ž [iv] Cartoon Network ž

[v] Doordarshan ž [vi] Any other (Specify)…………...

11. Have you decided to purchase Dabur honey after watchingthe advertisement?


12. Who encourage you to take Dabur honey?

[i] T.V. ž [ii] Friends ž

[iii] Family ž [iv] Any other (Specify)…………...



QUESTIONNAIRE

1. PERSONAL DETAILS

Name: _____________________________________________

M/F _______________________________________________

Address/Tel. ________________________________________

Age _______________________________________________

Occupation _________________________________________

Income:-

(i) Below - Rs. 5,000 ž

(ii ) Rs. 5,000 - Rs. 10,000 ž

(iii ) Rs. 10,000 - Rs. 15,000 ž

(vi ) Rs. 15.000 & above ž

2. From the following which items do you consume?

(i) Jam ž (ii) Ketchups ž

(iii) Honey ž (iv) Cheese ž(v ) Butter ž (vi) Chips ž

(vii ) Cold drinks ž (viii) Any other (specify)

…………

3. Who consumes honey the most ?

(i) Children ž (ii) Yourself ž

(iii ) Husband ž (iv) Family ž(v) Any other (specify) …………………………………………

4. Do children …………………………………………..?

(i) Ask for it ž

(ii) You give it yours self ž

5. How do kids consume honey?



(i) Honey plain ž (ii) With toast/Bread ž

(iii) With Milk ž (iv) With Ice-cream ž

(v) With Biscuits ž (vi) With Nibu Pani ž

(vii) With Parathas/Roti ž (viii) Any Other

(Specify)…………

6. How do adults consume honey?

(i) Honey plain ž (ii) With toast/Bread ž

(iii ) With Milk ž (iv) With Ice-cream ž

(v) With Biscuits ž (vi) With Nibu Pani ž

(vii) With Parathas/Roti ž (viii) Any Other (Specify)

………..

7. When do you take honey?

(i) At breakfast

ž

(ii) Any times of the day as a snacks ž

(iii) As when need arise ž(iv) Any other (specify) ž

8. Why do kids consume honey?

(i) Taste ž (ii) Health

ž

(iii) Both (i) & (ii) ž (iv) Any other (specify)

……………9. Why do adults consume honey?

(i) Taste ž (ii) Health

ž

(iii) Both (i) & (ii) ž (iv) Any other (specify)

……………

10. When do you usually decide your purchase of honey?



(i) As on when need arises

ž

(ii) With monthly grocery list ž

(iii) Any other ( specify)……………………………………………

11. In which season do you purchase honey mostly?

(i) Winter ž (ii) Summer ž

(iii) Rainy season ž (iv) Whole year ž

13. Do you buy …………………………………………………… ?

(i) Branded ž (ii) Unbranded

ž

(iii) Local Brand ž (iv) Any other (Specify)

…………...

14. Which brand comes to your Mind first when you heard of the

word "Honey"?

(i) Dabur ž (ii) Zandu

ž(iii) Himani ž (iv) Any other (Specify)

…………...

15. Which brand do you consume?

(i) Dabur ž (ii) Zandu ž

(iii) Himani ž (iv) Any other (Specify)

…………

16. If answer is (a) in Q. fifteen what do you like the most?

(i) Purity ž (ii) Quality ž

(iii) Price ž (iv) Easy availability ž

(v) Packsize ž (vi) Packaging ž



(vii ) Brand name ž (viii) Free gifts ž

(ix) Any other (Specify)

…………………………………………………...

17. Which packsize do you normally purchase?

(i) 50 gms. ž (ii) 100 gms. ž

(iii) 200 gms. ž (iv) 500 gms. ž

(v ) Any other (specify)

……………………………………………………

18. From where do you buy Dabur honey generally?

(i) Medical store ž (ii) General store ž

(iii) Departmental store ž (iv) Any other (Specify)

…………

19. Who influence the buying decision?

(i) Children ž (ii) Friends ž

(iii) Family ž (iv) Any other (specify)

……………20. What is your monthly consumption of Dabur honey ?

……………………………..……………………………..

………………

21. Your level of satisfaction:-

(i) Very good ž (ii) Good ž

(iii ) Satisfy ž (iv) Any other (Specify)…………



22. Your Suggestions :

…………………………………….……………………………………….

……………………………………….

……………………………………….

…………………………………………………………………………

…………………………………….……………………………………….

……………………………………….

……………………………………….

…………………………………………………………………………



QUESTIONNAIRE (RETAILERS)

1. Do you keep honey ?[i] Yes ž [ii] No ž

2. Which brands do you have ?[i] Dabur ž [ii] Himani ž

[iii] Zandu ž [iv] Any other (specify)

…………

3. Which brand do you sale mostly?[i] Dabur ž [ii] Himani ž

[iii] Zandu ž [iv] Any other [specify]

………….

4. Do customers ask for simply honey or branded honey?[i] Yes ž [ii] No ž

5. Which brands?

[i] Dabur ž [ii] Himani ž

[iii] Zandu ž [iv] Any other [specify]

……………

6. (If answer is one in question five) which pack sizes of Dabur honey do you have?

[i] 50 gms. ž [ii] 100 gms. ž

[iii] 200 gms. ž [iv] 500 gms. ž

[v] Any other (specify) …………………………………………….

7. Which packsizes do you sale mostly?[i] 50 gms. ž [ii] 100 gms. ž

[iii] 200 gms. ž [iv] 500 gms. ž

[v] Any other (specify)

………………………………………………...

8. Do you think that do children demand Dabur honey mostly ?……………………………………………………………………………



9. Why customers go for Dabur ?[i] Purity ž [ii] Quality ž

[iii] Price ž [iv] Easy availability ž[v] Packsize ž [vi] Packaging ž

[vii] Brand name ž [viii] Free gifts

ž

[ix] Any other (Specify)

…………………………………………………...

10. Do customers purchase honey after seeing various brands ?[i] Yes ž [ii] No ž

11. What do you think that more consumption of Dabur Honeydepends upon season also? If Yes ?

[i] Winter ž [ii] Summer ž

[iii] Rainy Season ž [iv] Any other (specify)

…………

12. What is your monthly sale ?

[i] In gms. ž [ii] In kgs. ž

[iii] Any other (specify) …………………………………………..…

13. Are you satisfied with your margin ?[i] Yes ž [ii] No ž

14. How is your relation with distributors?[i] Very Good ž [ii] Good

ž[iii] Satisfy ž [iv] Any other (specify)

Documents

Dabar Projects - 1