Dabur Honey

A

SUMMER TRAINING PROJECT ON

MARKET SHARE OF DABUR HONEY

INDABUR INDIA LTD.

In partial fulfillment of the degree ofBACHELOR OF BUSINESS ADMINISTRATION

(2004-2007)

UNDER THE GUIDANCE OF

PROJECT GUIDE : MR. MOHIT JINDAL FACULTY-BBA

COMPANY GUIDE : MR. RAJEEV GARG GM-PROJECTS DEPARTMENT DABUR INDIA LTD.SAHIBABAD, GHAZIABAD (UP)

SUBMITTED BY : MS. NEHA GUPTA BBA-III YEAR

ROLL NO. : 9178509

INSTITUTE OF MANAGEMENT & INFORMATION TECHNOLOGY

1, NEW CHUNGI, BULANDSHAHAR ROAD, HAPUR (Affiliated to CCS University, Meerut)

TABLE OF CONTENTS

Acknowledgement

Executive Summary

1. Introduction 1

2. Company Profile 3

3. Product Profile 13

4. Research Methodology 21

5. Research Objective 22

6. Analysis & Findings 33

7. Suggestions 54

8. Limitations of the study 56

9. Conclusion 57

10. Bibliography 58

11. Annexure (Questionnaires) 59

ACKNOWLEDGEMENT

I wish to express my heartfelt thanks to Mr. Rajiv Garg (General

Manager, Projects Department) Dabur India Ltd., Kaushambi,

Sahibabad, Ghaziabad, for their cooperation and guidance in successful

completion of the assigned project. My overriding debt continues to be

my sister, who provided me with the time, support, and inspiration

needed to prepare this project

I am highly indepted to Mr. Mohit Jindal (Faculty-BBA) for his

valuable guidance and support.

While making this project I have gained knowledge of how an

organization works day to day and how their polices regarding marketing

and sales of the products has been made and how they strive continuously

in today’s competitive environment to maintain and enhance their

position in the market.

Last but not least I would also thankful to all Dabur India Ltd. family and

retailers who helped me during my project work.

NEHA GUPTA BBA-III YEAR

EXECUTIVE SUMMARY

The objective of the project is to know the consumer’s perception about

Dabur honey to study Market Potential of DABUR HONEY.

The report contains a brief introduction of DABUR INDIA LIMITED

and its various products. Dabur India ltd. (DIL) is the largest player in the

ayurvedic pharmaceuticals sector. The company has 7 subsidiaries in its

fold. The company has interests in sectors like Healthcare, Personal care,

Ayurvedic pharmaceuticals and Food Products. At Dabur, Quality is a

relentless commitment to continuous improvements in product, process

and systems to provide consistent quality products to meet our customer’s

requirement worldwide.

This report clearly mentions objectives of study and the research

methodology utilized. Research Design used in this project is Exploratory

and the Sources of Information is both of Primary Data and Secondary

Data. The Data collection Method used is Structured Non Disguised

Questionnaire in which the Types of questions Used are Open Ended,

Multiple Choice, Close ended and Dichotomous.

The report contains a detailed view of the tasks, which have been

undertaken to analyze the market of Dabur Honey. Various set of

questionnaire have been prepared to know perceptions of retailers and

consumers about Dabur honey. Some of the research areas are: Greater

Kailash – I, II, Vasant Vihar, Yusuf Sarai, Lodhi Colony, Lajpat Nagar,

New Friends Colony, Cannaught Place, Vasant Kunj, Nehru Place, R.K.

Puram, Gautam Nagar.

This project reveals one of the important finding like More and more

displays of window hiring can be given for the retail outlets as it has been

said that “ Jitna Dikhega Utna Bikega”. 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). More

schemes like ‘Seasonal Schemes’ can be given to the retailers. Dabur

Honey is under constant threat from it competitors and loosing its market

share. This survey has revealed that the Ayurvedic industry is a very

complex industry with a manufacturing process, which is sensitive and

requires expert supervision. Through this project I understood practically

the relevance of product life cycle in the market.

A detailed survey of retailers and consumers was carried out to find out their perception of Dabur Honey. The details of the methodology are stated below.Areas are Delhi, Noida and Ghaziabad and Research Design : Exploratory and

Descriptive. Sources of Information Primary & Secondary Data. Data collection

Method Structured Non Disguised Questionnaire.

Types of questions Used Open Ended, Multiple Choice, Close ended,

Dichotomous. Target Groups are Retailers, Kids (6-10 Years), Ladies

(Mothers). Sampling Method is Random Sampling, Sample Size,

Retailers –300, Kids-350,Ladies- 10.

The whole project has been a great learning for me to experience and

understand the market dynamics with respect to an FMGC product.

INTRODUCTION

OBJECTIVE:

1. To know retailers and consumers perception about Dabur honey

2. To study the market share of Dabur Honey

3. To analyze the market of honey in Delhi, Noida and Ghaziabad.

4. To understand the economic factors affecting the sales volume

and their opportunities.

5. To understand the competitive position of rival products.

6. To evaluate the system of distribution.

7. To understand the advantages and limitation of the products.

8. To find new packaging.

9. To know the instantiations of demand.

10.To find solution of problem relating to marketing of goods and

services and to evaluate policies and plan in the right course of

action.

11.To measure the effectiveness of advertising.

The purpose of undertaking this project is to get to the real life exposure

and to get the feel of the market dynamics .the scope of this project is

limited to the understanding of the product life cycle and the market

potential of Dabur Honey. The focus of this project is to increase the

consumption of Dabur honey and help the organization from constant

threat from its competitors and suggests the ways and opportunities to

maintain the share of Dabur honey.

The project has done a full justice to the research objective and gave me

an insight to the market potential. This project has been very important, as

I have been able to successfully utilize and apply the marketing tools

thereby enhancing my knowledge. This project has proved to be an

important milestone in terms of applying theoretical knowledge practically

thereby making me aware of the consumers perception about an FMGC

product like Dabur Honey.

COMPANY PROFILE

Set up in 1884 by Dr S K Burman as a proprietary firm for the

manufacture of ayurvedic drugs, the Company was incorporated later by

his descendants in the name of Dabur (Dr S K Burman) Pvt. Ltd. In the

late ’70s, Dabur Pvt. Ltd promoted a company to manufacture high-grade

guargum and a plant was set up at Alwar. But poor performance resulted

in losses and with a view to rehabilitating the company, Dabur Pvt. Ltd

was reverse merged with it and the new company was named Dabur India

Ltd. At Alwar, production of guargum was curtailed and Dabur’s

products were introduced. Dabur manufactures over 450 products, mainly

ayurvedic, covering a wide range of health and personal care and has

manufacturing plants located at 6 different places in the country. Dabur

went public in Nov ’93, raising Rs541.5m (at Rs95/share) and the issue

was oversubscribed 21 times. Dabur Research Foundation, a group

company, handles research, product development/ improvement for

increasing consumer satisfaction.

Plant locations:

It has 10 manufacturing plants across the country with 2 in UP at

Sahibabad and Noida , 3 in West Bengal at Kharia, Narendrapura &

Kalyani, 1 in Bihar at Dabur gram, 1 in Haryana at Faridabad, 1 in

Rajasthan at Alwar, 1 in Himachal Pradesh at Baddi and 1 in Madhya

Pradesh at Katni and 2 abroad , 1 in Egypt and other in Nepal.

Subsidiaries:

The company has 7 subsidiaries in its fold.

Dabon International Limited:

It has a 50:50 joint venture with Bongrain of France for manufacturing

dairy products. The company has 20% market share in processed

cheese market. The company sells its cheese under Dabon brand

name.

General De Confiteria Limited:

The company's joint venture with Agrolimen of Spain for manufacture

of confectionery products. The company divested its stake in the

venture as a part of its restructuring programme. The company sold

off its stake for a consideration of Rs352mn during the year.

Excelsia foods Limited:

The company's joint venture with Nestle SA for manufacturing and

selling biscuits. The company divested its entire holding in the venture

for a token sum of Rs10 as the venture was a loss making with

negative net worth.

Dabur Foods Limited:

The company hived off the foods division into a separate 100%

subsidiary during the year. The company has Real Fruit Juice,

Hommade range of condiments, Lemoneez and other brands in its

portfolio. The company launched its Coconut Milk to its portfolio

during the year.

Dabur Nepal Private Limited:

The company 80% subsidiary of Dabur India Limited. In FY00 it set

up manufacturing facility for manufacturing PET bottles for hair oils.

The company has also set up new tetra pack unit for packaging Real

Fruit Juices. It is also into manufacturing Beehives and Bee Frames.

Dabur Egypt Limited:

The company is a 76% subsidiary of Dabur Overseas Limited. The

company is into business of manufacturing hair oils, vinegar, rose

water, and glucose. The company is planning to source goods for other

African countries from this unit.

Dabur Oncology Inc.:

The company was set up as a 100% subsidiary of Dabur India Limited

in Bordon near London. The company is into business of

manufacturing range of anti-cancer formulations for marketing in

developed markets of Europe and USA. The

company is setting up a unit for manufacturing anti-cancer injectibles,

which is expected to become operational by 2001.

Dabur Finance Limited:

The company is a 100% subsidiary of Dabur India Limited and is into

business of making financial investments. It raises deposits from

public and invests in various investment schemes. The company is

expected to be shut down by 2002-2003 under the restructuring

program it is currently implementing.

Dabur overseas Limited:

This company is a 100% subsidiary of Dabur India Limited and is into

trading activities. It acts as an investment holding company. This

company is based in Hong Kong. The company didn't perform any

business during the year.

Dabur International Limited:

This company is a 100% subsidiary of Dabur India Limited. The

company is into business of carrying out trading activities. This

company is based in Hong Kong. During FY00 the company didn't

perform any business

Subsidiary

Dabur Nepal Pvt Ltd-(79.96%)

Dabur Overseas Ltd-(100%)

Dabur Egypt Ltd

Dabur Finance Ltd-(100%)

Dabur Foods Ltd-(100%)

Dabur Oncology plc-(100

“What is that life worth which can not bring comfort to others”.

Dr. S.K. Burman (1856-1907)

(The founder of Dabur)

DABUR–THE ORGANIZATION

Dabur India Limited, established in 1884, is one of the oldest 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, some of which are

mentioned below:

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.

Early 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.

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.

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.

1956- Dabur buys its first computer. Accounts and stock keeping

are one of first operations to be computerized.

1970- Dabur expands its personal care portfilio 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.

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.

1989- Hajmola Candy is launched and captures the imagination of

children and establishes a large market share.

1994- Dabur India Limited comes out with its first public issue.

The Rs. 10 share is issued at a premium or Rs. 85 per share. The

issue is oversubscribed 21 times.

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.

1997- 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 reins of the company to

professionals. Mr. Nunu Khanna Joins Dabur as the Chief

Executive Officer.

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

DIVISION WISE BREAK DOWN OF CONSOLIDATED

REVENUES FINANCIAL

CHYAWANPRASH – Largest Ayurvedic medicine with market size of

about Rs. 2 billion. Dabur is market leader with 65% share.

INTERIM DIVIDEND OF 100% DECLARED BY THE BOARD

ADVERTISING

OGILIVY AND MATHER (O&M) ,

The Abby award winner for the last 3 years in a row is doing assignment

for Dabur and also have credits of the success of Dabur ‘s brands.

BRAND AMBASSADORS :

1. Amitabh Bacchan

2. Karishma Kapoor

3. Mandira Bedi

4. Sunil Shetty

VISION

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

PRINCIPLES

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.

PEOPLE DEVELOPMENT

People are our most important asset. We add value through result driven

training and we encourage and reward excellence.

CONSUMER FOCUS

We have superior understanding of consumer needs and develop products

to fulfill then better.

TEAM WORK

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

boundary less organization.

INNOVATION

Continuos innovation in products and processes is the basis of our

success.

PRODUCT PUNCH LINE

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 organization 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.

In the year 1991, 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 1994, 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.

Today in the year 2000-2001, it is a 40 crore brand.

CONSTITUENTS OF HONEY

Percentage

Total 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

PRODUCT LIFE CYCLE

A product’s differentiating and positioning strategy must change as the

product, market and competitors over time. There are four stages in a

product life cycle and the product life cycle curves are portrayed as bell-

shaped as shown in the figure.

The four stages are:

1. INTRODUCTION- This is a stage in which the product is introduced

in the market and is a period of slow sales growth. Profit are

nonexistent in this stage because of heavy expenses incurred with

product introduction.

2. GROWTH- In this stage, the product goes through a period of rapid

market acceptance and substantial profit improvement.

3. MATURITY- This is a period of slowdown in sales growth as the

product has achieved acceptance by most potential buyers. As the

competition increase, the profit stabilizes or decreases.

4. DECLINE- This is period when sales decline and profit decrease.

The above stages can be summarized as shown in the table

below:

PLC elements Introductio

n

Growth Maturity Decline

CHARACTERISTICS

1. Sales Low Fast

Growth

Slow

Growth

Declinin

g

2. Profits Negligible Peak Level Declining Low

3. Cash Inflow Negative Moderate High Low

4. Competitors Few Growing Many Declinin

g

5. Customers Innovative Mass

Market

Mass

Market

Laggard

In the above stages, the MARKETING STRATEGIES, which should be

adopted, are:

1. INTRODUCTION- In this stage, the main objective should be to

create awareness and trial by adopting the following strategies:

Offering a basic product.

Use cost-plus for pricing the product.

Build selective distribution.

Build product awareness among early adopters and dealers by

advertising.

Use heavy sales promotion to attract the people to try the

product.

2. GROWTH- In this stage, the main objective is to maximize the

market share by:

Offering product extensions, service, warranty etc.

Price should be such that it penetrates the market.

Build intensive distribution.

Build awareness and interest in the mass market through advertising.

Reduce sales promotion to take advantage of heavy consumer

demand.

3. MATURITY- In this stage, the main goal is to maximum the profit

while defending the market share by:

Diversify brands and items.

Price should match or beat the competitor.

Build more intensive distribution.

Increase sales promotion to encourage brand switching.

4. DECLINE- In this stage, the marketing strategy should focus on

reducing the expenditure and milking the brand by:

The product, which is weak, should be phased out.

Cut price.

Go selective, eliminate unprofitable outlets.

Reduce advertising to the level required to retain hard-core loyal.

Reduce sales promotion to a minimal level.

INTRODUCTION GROWTH MATURITY DECLINE

SALES

&

PROFITS($)

Profit

Sales

PRODUCT LIFE CYCLE

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 nowadays 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.

Stage in the Product Life Cycle: Maturity

The product has been relaunched and brought into the food category.

Also, it has a significant market share both in value and volume terms.

5.0 RESEARCH METHODOLOGYA detailed survey of retailers and consumers was carried out to find out

their perception of Dabur Honey. The details of the methodology are

stated below.

Areas : Delhi, Noida and Ghaziabad

Research Design : Exploratory and Descriptive

Sources of Information : Primary & 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 -300

Kids-350

Ladies- 10

RESEARCH OBJECTIVES

Primary objectives

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

To analyze the market of honey in Delhi, Noida and Ghaziabad.

To know retailers and consumers perception about Dabur honey.

Secondary objectives

To understand the economic factors affecting the sales volume and

their opportunities.

To understand the competitive position of rival products.

To evaluate the system of distribution.

To understand the advantages and limitation of the products.

To find new packaging.

To know the instantiations of demand.

To find solution of problem relating to marketing of goods and

services and to evaluate policies and plan in the right course of

action.

To measure the effectiveness of advertising.

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

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.

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

It seeks to discover new relationships, emphasis on discovery of ideas.

This research is used when very little is known about the problem being

examined. Exploratory research studies are also termed as formulative

research studies as its main purpose is to formulate a problem.

Exploratory research is used here is flexible and the areas where this type

of research used are to know the:

Brand preference

Attitude of the consumers

Market potential

Buyer’s behaviour

Consumer’s awareness.

The purpose of this type of research is to gain insight into problem. The

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

Exploratory research is always based on small non-representative samples

and data obtained are subjected to qualitative analysis.

In this project Random Sampling is used and the sample size is taken as:

Sample Size : Retailers -300

Kids-350

Ladies- 100

Exploratory research helps to gather information about practical problems

in carrying out the research and to provide insight into, and an

understanding of, the problem confronting the researcher.

Descriptive research

It attempts to determine the frequency with which something occurs or

the relationship between two phenomenon. It is a type of conclusive

research that has its major objective of describing something like market

characteristics or functions. Descriptive research gives a clear statement

of the problem, specifies hypothesis, and detailed information needs. it is

conducted for the for the reasons like to describe characteristics of

relevant group are associated and to make specific predictions, to

estimate the percentage of units in a specified population exhibiting a

certain behavior, to determine the perceptions of product characertics,to

determine the degree to which marketing variables. A descriptive design

requires a clear specification of who, what, when, where, why, and way

of research.

Descriptive research used the following methods:-

Observation.

Questionnaires

Interviews

Examination of records

Some of the examples are:

market studies

Market share studies

Sales analysis studies

Image studies.

Causal Research

This design is often adopted in order to discover and determine the cause

and effect relationship. It is also experimental research as its major

objective is to obtain evidence regarding cause and effect relationship. It

requires a planned and structured design. The main method of experiment

research is experimentation and hypotheses are specific. Experimental

research is useful in cases where variables are manipulated in a relatively

controlled environment.

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, observing, interviews, mail questionnaires

and schedules are some of the basic methods of collecting primary

information. Primary data is obtained through direct observation or

through direct communication with the respondent in one form or the

other.

PRIMARY DATA COLLECTED

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 standardized 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 retesting 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 tend 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 that 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.

2. SECONDRY DATA

It consists of information that already exists somewhere having been

collected for another purpose. It serves as a reference base to compare

validity of primary data. It is valuable source of new ideas which can be

further explored. Internal records, annual report of the company,

published data sources like government publication, journal, trade

associations, standardized sources like home audits and mail diary are

some of the basic methods of collecting secondary information.

SECONDARY DATA COLLECTED

HIGHLIGHT OFANNUAL REPORT 2004-2005

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 beginned with the

headline: Play With Your Food With Honey Squeeze Pack. In order to

make the product appeal to the segment, the company also planed to

change the old staid looking labels on the packs with company labels.

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

than 55,000 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 unorganized sector. 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.

RESEARCH AREAS

DELHI

Greater Kailash – I, II

Vasant Vihar

Yusuf Sarai

Lodhi Colony

Lajpat Nagar

New Friends Colony

Cannaught Place

Vasant Kunj

Nehru Place

R. K. Puram

Gautam Nagar

Aruna Asif Ali Road

Defence Colony

South Extention – I, II

Patel Nagar

Rajinder Nager

Karol Bagh

Punjabi Bagh

Ashok Vihar

Rani Bagh

Rohini

Vikas Puri

Janak Puri

NOIDA

Sector – 18

Sector – 27

Sector – 29

Sector – 37

GHAZIABAD

Bazaria

Ghanta Ghar

Ghandhi Nagar

Kavi Nagar

Raj Nagar

6.0 ANALYSIS - I (RETAILERS)

Question 1. What is the percentage of the retailers who keep honey and

who 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.

Question 2.What is the percentage of the retailers who think that the gifts

are 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 uniformed about the gifts or they told nothing.

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 do not keep Dabur Honey and remaining 44% of the retailers

keep other brands.

Question 4. What influences much in 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.

Question 5. How many retailers complained about crystallized honey?

INTERPRETATION

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

honey while remaining have no such kind of complaint.

Question 6.How many retailers are satisfied with the margin provided?

INTERPRETATION

It was observed that 61% of the retailers were unsatisfied while

remaining were satisfied with the margin.

ANALYSIS II (KIDS)

Question 1.How many kids eat honey and how money don’t eat honey?

INTERPRETATION

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

remaining 72% do eat honey.

Question 2.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.

Question 3.How many times in a day kids consume Dabur honey?

INTERPRETATION

It was observed that 66% of the kids consume honey once a day while

34% of them consume honey twice or thrice a day.

question 4.At what time kids consume honey?

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), and 26% of them consume it as both

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

Question 5.What free gifts kids prefer with Dabur honey?

INTERPRETATION

It 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.

Question 6.What is the percentage of the kids who remember the

advertisement and who do not?

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.

ANALYSIS III (MOTHERS)

Question 1.What is the percentage of mothers who consume Dabur

honey?

INTERPRETATION

It was observed that 14% of the respondents don’t consume honey at all.

Question 2.What is the consumption ratio of dabur honey between

mothers and kids?

INTERPRETATION

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

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

Question 3.What is the level of satisfaction of the respondents who

consume Dabur honey?

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.

Question 4.What is the main reason of purchasing Dabur honey and not

other brands?

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.

Question 5.What is the percentage of mothers consuming Dabur honey

and that who consume other brands?

INTERPRETATION

It was observed that 90% of the respondents consume Dabur Honey,

while they remaining consume other brands.

Question 6.What is the package size do mothers generally buy?

INTERPRETATION

It was observed that 40% of the respondents generally consume 500gms.,

38% consume 200gms., and 5% consume 1 Kg. And 17% consume 50

gms. and 100 gms.

BRAND STRENGTH / WEAKNESS ANALYSIS

Important Parameters Strengths Weaknesses

Brand ‘Dabur Honey’ Brand Loyalty

66% Market Share

(In value)

45% Market Share

(In Volume)

Most Selling Brand

40-Crore Brand

Price Affordable

Packaging Attractive

Available in 5 packsizes

(50 gms, 100gms, 200gms,

500 gms and 1 Kg.)

No sachet / Plastic

Packaging

Positioning Targeted to kids (i.e. 6-10

Yrs.) as a food item.

Advertising Leading Brand

Ambassadors, Effective

Reach

Sales Promotion No window hiring/

displays.

Some retailers are

unaware about the

sale promotion

schemes.

Present gifts are

less attractive.

Less schemes for

retailers to push

the product.

Distribution System Widespread two level

channel.

THREATS

Branded honey is available in the market with five or six flavors.

Competitive brands are giving more margins because of which

retailers are least interested in selling their product.

A complaint 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

honey and foreign honey is capturing the market.

OPPORTUNITIES

New flavors of honey could be introduced.

Innovative packaging like sachet and plastic packaging could be

launched.

In Ghaziabad, market for expensive foreign honey has not been

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

among which Dabur is the leader.

DABUR HONEY COMPETITORS

INDIAN BRANDS

Mehsons Baidyanath Natural Way Himani Zandu Charakh Himalayan Himflora Kashmiree Honey

FOREIGN BRANDS

Capilano (Australian) Lagneese (German) Fragata

LOCAL BRANDS

Parag Ankur ( Khadi Gram Udyog) Dadi’s ( Hoshiarpur) Kabliwala Tripta Hadras (U.P.) Mohun’s Uttarakhand Bajaj Honeylime Baba Balaji Leheson Lekhsons Allied’s Indica

7.0 SUGGESTIONS

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 be suggested. (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 shape of 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 the retail

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 in pushing 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.

8.0 LIMITATIONS OF STUDY

1. It was highly expensive and time consuming.

2. The 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 the study. It is very difficult to

verify the research results.

4. The projects generally took longer time. The time by which the

research results are presented market situation can undergo a change.

9.0 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.

10. BIBLIOGRAPHY

BOOKS

Kotler Philip: Marketing Management

Malhotra Naresh k. : Marketing Research

C.R. Kothari: Research Methodology

WEBSITE

www.Dabur.com

NEWSPAERS

Business Standard

Economic Times

11.0 ANNEXURE

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. If No (in question Three), why do you consume honey?

[i] Health ž [ii] Taste ž

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

4. 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/Rotiž

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

5. When do you consume honey?

[i] At breakfast ž

[ii] With snacks ž

[iii] With friends ž

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

[v] Whenever you feel like having something sweet ž

[vi] Along with lunch/ dinner ž

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

[i] Once ž [ii] Twice ž

[iii] Thrice ž [iv] Any other

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

[i] Yes ž [ii] No ž

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

………………………………..………………………………..

……………………………………………………………………………

9. 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

10.Have you decided to purchase Dabur honey after watching the

advertisement?


11. Who encourage you to take Dabur honey?

[i] T.V. ž [ii] Friends ž

[iii] Family ž [iv] Any other ž

QUESTIONNAIRE (MOTHERS)

1. PERSONAL DETAILS

Name: ____________________________________________

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/Rotiž (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/Rotiž (viii) Any Other ž

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 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

12.Do you buy ………………………………………………… ?

(i) Branded ž (ii) Unbranded ž

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

13.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)…………...

14.Which brand do you consume?

(i) Dabur ž (ii) Zandu ž

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

15.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) ……………………………

16.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) ………………………………………

17.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?


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?


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

4. Do customers ask for simply honey or branded honey?


5. Which brands?


[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

[vi] Packaging ž

[vii] Brand name ž [viii] Free gifts ž

10.Do customers purchase honey after seeing various brands?


11.What do you think that more consumption of Dabur Honey depends

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

13.Are you satisfied with your margin?


14.How is your relation with distributors?

[i] Very Good ž [ii] Good ž

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

15.Yours Suggestions: -

……………………………………………………………………………

……………………………………………………………………………

Documents

Dabur Honey