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Dabur Project
ReportBRAND PROMOTION AND PRODUCTPOSITIONING OF DABUR FOODS IN
INSTITUTIONS
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PROJECT REPORT ON
BRAND PROMOTION & PRODUCT POSITIONING IN
INSTIUTIONS
A PROJECT REPORT ON BRAND PROMOTION &
PRODUCT POSTIONING IN INSTITUTIONS
1
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Excel Bu!"e Aca#e$%
INDE
Sl' No' Top!c Pa(eNo'
1 Introduction of projct 1 ! Ind" ! # Ac$no%&d'(nt ) ) Studnt Dc&*r*tion + + ,"cuti- .u((*r/ Indu.tr/ Pro& 2 3 FMCG Indu.tr/ Si4 5 Gro%t6 10 2 Co((on FMCG Product. 1110 7*din' FMCG Co(p*ni. 5 M*r$t
Potnti*& FMCG Indu.tr/1!
11 Scop of FMCG Indu.tr/ Sctor5 FMCGIndu.tr/ out&oo$
1)
1! Co(p*n/ Dt*i& 5 8i'6&i'6t. of D*9ur 1
1# A(*4in' f*ct *9out D*9ur 1:1) A%*rd 5 Rconi4*tion 131+ Str*t'ic Bu.in.. Unit. !01 Con.u(r C*r Di-i.ion o-r-i% !11: D*9ur -i.ion;(i..ion;cor -*&u. !)13 Str*t'ic Intnt of D*9ur Indi* !+12 D*9ur Group. !
!0 D*9ur
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!+ Brif A9out R*& Br*nd #)! Brif A9out R*& Acti- #+!: Brif A9out 8o((*d Br*nd #!3 Brif A9out 7(on4 Br*nd #:!2 Brif A9out C*p.ico Br*nd #3#0 Brif A9out N*tur@. B.t Br*nd #2#1 S*&.; Prot; ,BIDTA;>Inc&udin' Rt*i&?
!00210)0
#! S*&.; Prot; ,BITDA;>,"c&udin' Rt*i&?!00210
)1
## S*&. 'ro%t6 r-nu. of Di-i.ion. )!#) R-nu. of CCD in !00210 )##+ Findin'. ))
# M/ Point of -i% )+#: Bi9&io'r*p6/ )
#
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)
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Object!)e o* t+e Project, -
T6 o9jcti- of t6 projct %*. to pro(ot t6 9r*nd 5 product. of
t6 co(p*n/ to t6 in.titution. >R*&; Acti- B.t in juic. c*t'or/;
'*r&ic 5 'in'r p*.t; corn our in co((oditi. c*t'ori.? *nd
co&&ctin' t6 fd9*c$ fro( "i.tin' *. %&& *. non"i.tin'
cu.to(r.; %6ic6 r.u&t. in t6 incr*. t6 cu.to(r 9*. of t6
co(p*n/ 5 incr*.in' t6 .*&. *. %&&=
+
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.' Or(a"!/at!o",-
N*( of t6 Co(p*n/ D*9ur Indi* 7td=
Co(p*n/ Guid Mr= R*( S6*n$*r D*.
D.i'n*tion Bu.in.. D-&op(nt Ocr
Cont*ct No 03:!!:1!:1:
,(*i& Id r*(.6*n$*rd*.E'(*i&=co(
0' 1e% reult area,-
Undr.tood t6 d/n*(ic (*r$t t6*t 6o% it c6*n'.
Undr.tood t6 'ro%t6 5 opportuniti. in t6 (*r$t
Undr.tood t6 con.u(r. 96*-ior 5 prfrnc.
Undr.tood 6o% t6 D*9ur product. p&*c in t6 (*r$t
7*rn. 6o% to pro(ot t6 9r*nd *. %&& *. product in tod*
co(ptiti- (*r$t
2' 3ear"!"( #ur!"( Project,-
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D*9ur projct %*. -r/ nric6in' 5 infor(*ti- **ir of )+ d*/.= T6
cu&tur 5 %or$in' n-iron(nt of t6 co(p*n/ '*- ( opportuniti.
to %or$ &i$ Prof..ion*&. undr t6 'uid*nc of (/ (ntor Mr= R*(
S6*n$*r D*.; I 'ot i((n. $no%&d' *9out t6 c6*n'in' .ciniror of
con.u(r (*r$t 5 it. d/n*(ic.= I 'ot propr 'uid*nc 5 .upport. of
(/ (ntor %6ic6 6&pd ( to &*rn pr*ctic*& *.pct of (*r$tin'=
T6 9.t p*rt of t6 projct for ( %*. dirct intr*ction %it6 t6
cu.to(r. %6ic6 '*- ( undr.t*ndin' of cu.to(r@. 96*-ior 5
prfrnc.; %6ic6 '*- d' .o *. to undr.t*nd t6 product
p&*c(nt 5 t*r't (*r$t=
4' 5alue a##!t!o" to t+e or(a"!/at!o",-
,.t*9&i.6d D*9ur 9r*nd orin' u*&it/ product. *t r*.on*9& pric
Pro(otd 5 rfr.6d 'ood%i&& of t6 co(p*n/ %it6 "i.tin' 5 potn
c&int.=
Incr*.d t6 .*& of t6 co(p*n/ product.; %6ic6 r.u&td in t6
incr*. r-nu for t6 co(p*n/=
Acuird nu(rou. c&int. for t6 or'*ni4*tion 5 incr*.in' t6
(*r$t co-r*' of t6 D*9ur product.=
6' Met+o#olo(% Ue# !" t+e Project,-
Dirct M*r$t R.*rc6
Hu.tionn*ir Mt6od
Intr-i% Mt6od
Dirct Intr*ction %it6 t6 cu.to(r.
:
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INDUSTRYPROFILE7MCGi. t6 *cron/( of F*.t Mo-in' Con.u(r Good. %6ic6 i. *&.o
$no%n *. Con.u(r P*c$*'d Good. >CPG?= F*.t (o-in' con.u(r
'ood. *r product. t6*t 6*- * uic$ turno-r; *nd r&*ti-&/ &o%
co.t= T6 F*.t Mo-in' Con.u(r Good. >FMCG? i. t6o. con.u(*9&.
%6ic6 *r nor(*&&/ con.u(d 9/ t6 con.u(r. *t * r'u&*r intr-*&=
T6 purc6*.r. u.u*&&/ put &.. t6ou'6t into t6 purc6*. of FMCG
t6*n t6/ do for ot6r dur*9& product. .uc6 *. &ctronic it(.= In
co(p*ri.on %it6 ot6r indu.tri. .uc6 *. *uto(o9i&.; co(putr.;
*nd *ir&in.; FMCG 9u.in.. 6*. * .t*d/ r*t of 'ro%t6; for it do.
not .ur fro( 6u' rc..ion *nd &*/o. -r/ ti( t6 cono(/
.t*rt. to dip= In FMCG 9u.in.. *9.o&ut prot (*d on t6 product.
i. r&*ti-&/ .(*&&= Sinc t6/ 'nr*&&/ .&& in &*r' nu(9r.; t6
o-r*&& prot on .uc6 product. c*n 9 6u'=
T6 Indi*n FMCG .ctor %it6 * (*r$t .i4 of US !#=:) 9i&&ion i. t6
fourt6 &*r'.t .ctor in t6 cono(/= A %&&.t*9&i.6d di.tri9ution
3
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nt%or$; intn. co(ptition 9t%n t6 or'*ni4d *nd unor'*ni4d
.'(nt. c6*r*ctri4. t6 .ctor= FMCG Sctor i. "pctd to 'ro%
9/ o-r
#0J 9/ !010=
T6*t %i&&
tr*n.&*t
into *n
*nnu*&
'ro%t6
of 10J
o-r * +/*r
priod=
T6 Fdr*tion of Indi*n C6*(9r. of Co((rc *nd Indu.tr/ >FICCI?
prdictd t6*t t6 Indi*n FMCG indu.tr/ i. "pctd to 'ro% !0J
durin' !00#10 %it6 ri.in' di.po.*9& inco(; c6*n'in' &if.t/& *nd
r*pid ur9*ni4*tion=
GRAP8-9 7MCG I"#utr% S!/e :US ; b!ll!o"t+
Source, I"#utr% Data
Common FMCG Product
So( co((on FMCG product c*t'ori. inc&ud food *nd d*ir/ product.;
'&*..%*r; product.; p6*r(*cutic*&.; con.u(r &ctronic.; p*c$*'d
food product.; p&*.tic 'ood.; printin' *nd .t*tionr/; 6ou.6o&d product.;
10
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p6oto'r*p6/; drin$. tc= *nd .o( of t6 "*(p&. of FMCG product. *r
co; t*; dr/ c&&.; 'rtin' c*rd.; 'ift.; dtr'nt.; to9*cco *nd
ci'*rtt.; %*tc6.; .o*p. tc=
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Table-9 L!"d#n$ FMCG Com%"n#!
M"r!t %ot!nt#"'#t( o) FMCG Indutr(
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So( of t6 (rit. of FMCG indu.tr/; %6ic6 (*d t6i. indu.tr/ *. *
potnti*& on. *r &o% opr*tion*& co.t; .tron' di.tri9ution nt%or$.; *nd
pr.nc of rno%nd FMCG co(p*ni.=
Popu&*tion 'ro%t6 i. *not6r f*ctor %6ic6 i. r.pon.i9& 96ind t6
.ucc.. of t6i. indu.tr/= T6 prdiction of 6i'6r .*&. 'ro%t6 of FMCG
product. i. 9*.d on .tron' cono(ic fund*(nt*&. .uc6 *. ri.in'
di.po.*9& inco( of pop&= No% pop& c*n *ord to .pnd on u*&it/
FMCG product.=
1#
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SCOPE OF FMCG SECTOR
Co"u$er Spe"#!"( Pri-*t con.u(ption "pnditur in Indi* 'r% *t * r*& CAGR of
o-r :=#J durin' &*.t + /*r. P/r*(id "p*ndin' *t t6 (idd& *. dpri-d .ction. *r
.6rin$in' Pop& in &o%.t "pnditur c&*.. %i&& .6rin$ fro( )+J
to #+J 9/ !01)1+L= S6*r of %*&&t .6iftin' fro( food to 6ou.6o&d *nd pr.on*& c*r;
dur*9&.; *pp*r&; co((unic*tion; duc*tion *nd ntrt*in(nt= oun'r popu&*tion 'ttin' *ddd +0J of t6 popu&*tion 9&o% !+
/*r. !00 (n pop& %i&& ntr t6 %or$in' *' of 1+0 /*r.
o-r t6 n"t ! dc*d. Rur*& Indi* *ccount. for :0J of popu&*tion= B/ !01)1+; 1+0
(i&&ion pop& in rur*& Indi* %i&& 6*- con.u(ption &-&. .i(i&*r to
t6 9ttro@ ur9*n con.u(r of tod*/=3o> Pe"etrat!o" 3e)el,
T6 d(*nd for &if.t/& product. i. 9oo.td 9/ t6 ri.in' *.pir*tion *nd
(odrn f*ci&iti.= A. t6 .pndin' po%r of con.u(r. i. 'oin' up; t6
.*&. of FMCG product. in Indi* %i&& ri. too= T6rfor; co(p*ni. nd to
i(pro- t6 u*&it/ of product. *nd (p&o/ ri'6t (*r$tin' (i" 9/
i(p&(ntin' n% tc6no&o'i. .uc6 *. Cu.to(r R&*tion.6ip
M*n*'(nt=Bc*u. of t6 &o% pr c*pit* con.u(ption for *&(o.t *&&
t6 product. in t6 countr/; FMCG co(p*ni. 6*- i((n. po..i9i&iti.
for 'ro%t6= And if t6 co(p*ni. *r *9& to c6*n' t6 (ind.t of t6
con.u(r.; i== if t6/ *r *9& to t*$ t6 con.u(r. to 9r*ndd product.1)
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*nd or n% 'nr*tion product.; t6/ %ou&d 9 *9& to 'nr*t 6i'6r
'ro%t6 in t6 n*r futur= 8nc 9ot6 in Rur*& *nd Ur9*n Indi*; t6r i.
roo( for .u.t*ind 'ro%t6=
Availability of raw materials
Bc*u. of t6 di-r. *'roc&i(*tic condition. in Indi*; t6r i. * &*r'
r*% (*tri*& 9*. .uit*9& for food proc..in' indu.tri.= Indi* i. t6
&*r'.t producr of &i-.toc$; (i&$; .u'*rc*n; coconut; .pic. *nd c*.6%
*nd i. t6 .cond &*r'.t producr of ric; %6*t *nd fruit. 5-'t*9&.=
3abor cot co$par!o",7o% co.t &*9or 'i-. Indi* * co(ptiti- *d-*nt*'= Indi*. &*9or co.t i.
*(on'.t t6 &o%.t in t6 %or&d; *ftr C6in* 5 Indon.i*= 7o% &*9or co.t.
'i- t6 *d-*nt*' of &o% co.t of production= M*n/ MNC. 6*-
.t*9&i.6d t6ir p&*nt. in Indi* to out.ourc for do(.tic *nd "port
(*r$t.=
Pree"ce acro )alue c+a!",-
Indi*n co(p*ni. 6*- t6ir pr.nc *cro.. t6 -*&u c6*in of FMCG
.ctor; ri'6t fro( t6 .upp&/ of r*% (*tri*&. to p*c$*'d 'ood. in t6
foodproc..in' .ctor= T6i. 9rin'. Indi* * (or co.t co(ptiti-
*d-*nt*'= For "*(p&; A(u& .upp&i. (i&$ *. %&& *. d*ir/ product. &i$
c6.; 9uttr; tc=
FMCG S!ctor Out'oo
No .i'n. of .&o%do%n (o.t c*t'ori. %itn..in' dou9& di'it 'ro%t6
dri-n 9/ .u.t*ind o t*$. in rur*& .ctor=
Rur*& Indi* con.u(ption .tor/ continu. &d 9/ incr*. in *'r
co((odit/ r*&i4*tion. *nd in-.t(nt. in *'ricu&turKrur*& cono(/=
1+
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No (*tri*& .i'n. of con.u(r do%n tr*din' 9*rrin' in c*t'ori.
%6r pric 6i$. 6*- 9n in "c.. of 101+J=
Bni'n input co.t n-iron(nt for.*9& for n"t f% u*rtr.
'ro%t6 to 9 pri(*ri&/ -o&u( &d %it6 &itt& or no pric 'ro%t6 in t6
on'=
COMPANY DETAIL
7ou"#!"( T+ou(+t
*+,"t # t,"t '#)! -ort, -,#c, c"nnot .r#n$ com)ort to
ot,!r*
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Table -=
/#$,'#$,t o) t,! D".ur Ind#"
9??0 T+e co$pa"% tarte# !t operat!o" a a" A%ur)e#!c P+ar$ac% !"
Calcutta
9@9@ T+e rt co$pa"% to I"!t!ate reearc+ o" A%ur)e#a
9@0-2 E"tr% !"to Co"u$er pro#uct t+rou(+ lau"c+ o* Dabur A$la 8a!r O!l
& C+%a>a"pra+
9@6-? E"tr% !"to Oral care & D!(et!)e t+rou(+ lau"c+ o* Dabur 3DM &
8aj$ola
9@@0 P+ar$aceut!cal bu!"e #e-$er(e# *ro$ Dabur I"#!a creat!"( Dabur
P+ar$a
9@@4 Pro$oter *a$!l% $o)e# out o* execut!)e role !"#uct!"( pro*e!o"al
$a"a(er !"clu#!"( CEO
9@@? T+e Co$pa"% (ot 3!te# o" Bo$ba% Stoc Exc+a"(e
=0 3au"c+e# Real I"#!a rt paca(e# *ru!t ju!ce $ar!"( !t e"tr%
!"to 8ealt+ be)era(e
=2 AcFu!re# Balara +a)!"( Oral care a"# 8o$e Care pro#uct
1:
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=6 Boar# retructure# , I"#uct!o" o* %ou"(er $e$ber o" t+e Boar#
=@ 7e$ care acFu!!t!o"
AMA0ING FACTS ABOUT DABUR
DABUR 6*. on of t6 &*r'.t 8r9*& 5 N*tur*& Portfo&io= D*9ur@.
do(.tic di.tri9ution nt%or$ co(pri.. +0 C5F *'nt. *nd *9out
);+00 di.tri9utor.=
Dri-n 9/ t6 .6r popu&*rit/ of it. product portfo&io; D*9ur nd. *
p&*c of prid in o-r !=+ (i&&ion rt*i& out&t. in Indi* %it6 'o'r*p6ic
footprint .p*nnin' o-r 0 countri.=
It 6*. * .i4*9& pr.nc in 6i'6 'ro%t6 intrn*tion*& (*r$t. %it61)
M*nuf*cturin' P&*nt. *nd pro-id. (p&o/(nt to o-r #+00
(p&o/.=
T6r *r (*jor + U(9r&&* Br*nd. *nd o-r #+0 %&& prfor(in'
product.=
8*d u*rtr. G6*4i*9*d; T/pNS,;BS,
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Ro9u.t r-nu 'ro%t6 &d 9/ CCD 5 IBD= Mo.t of t6 c*t'ori.
prfor(d %&& %it6 S6*(poo.; 8*ir Oi&. Food. *nd Toot6p*.t.
contri9utin' proportion*t&/ 6i'6r to t6 'ro%t6= F( c*r t*$ o-r
proc.. co(p&td on !+t6un; !002 *nd r.u&t. con.o&id*td for d*/.
of t6 u*rtr=
Con.o&id*td S*&. incr*.d to R.= !3#)=1 cror in !00302 fro(
R.=!#2=# cror in !00302; r'i.trin'
*'ro%t6 of 13=#J=
,*rnin'. 9for intr.t; dprci*tion;
t*". *nd *(orti4*tion >,BIDTA?
incr*.d to R.= +1:=# cror in !00302
fro( R.= ))#=# cror in !00:03;
r'i.trin' 'ro%t6 of 1=:J
Con.o&id*td Prot. Aftr T*" >PAT?
%nt up to R.= #21=! cror in !00302 fro( R.=##!=2 cror; 'oin'
up 9/ 1:=+J=
A-"rd & R!co$n#t#on
D*9ur 6*. rci-d (*n/ A%*rd. *nd Acco&*d. in rco'nition of it.
*c6i-(nt. *t -*riou. &-&.= Durin' t6 /*r D*9ur 9*''d -*riou.
A%*rd. *nd Rco'nition. in dirnt c*t'ori. *nd for dirnt Br*nd.=
7or t+e Co$pa"%
12
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R*n$d *(on'.t Indi*. (o.t inno-*ti- co(p*ni. 9/ Bu.in..
Tod*/Monitor Group Sur-/= R*n$d !3t6 in t6 &i.t of Indi*. Top +0 Mo.t *&u*9& >co(p*n/?
Br*nd. 9/ Br*nd Fin*nc=
It Bra"#
8*j(o&*; on of t6 .tron'.t 9r*nd. in D*9ur. Portfo&io; 6*. 9n
&i.td *(on' t6 Top 13 Iconic Br*nd. in Indi*== D*9ur Br*nd.8*j(o&*; D*9ur A(&* *nd *ti$* 6*- d9utd in t6
,cono(ic Ti(. Br*nd ,uit/. (o.t tru.td Br*nd. !003 &i.t=
It C+!e* Execut!)e Ocer
!0
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Mr= Suni& Du''*& %*. n*(d t6 9.t corpor*t &*dr of !003 *t t6
B5, &*dr.6ip *nd ,"c&&nc A%*rd.; *nd *&.o r*n$d *(on'
Indi*. (o.t -*&u*9& C,O. 9/ Bu.in..
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!!
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CONSUMER CARE DI1ISION O1ER1IE+
,"tn.ion of "i.tin' 9r*nd. to (or .u9c*t'ori. *nd (*$in' (or
c6oic *-*i&*9& to con.u(r.; coup&d %it6 incr*.d focu. on rur*
pntr*tion; %*. t6 $/ p&*tfor( on %6ic6 CCD &-r*'d it. 'ro%t6
durin' !00302= T6 di-i.ion rportd 'ro%t6 of 1#=3J; .upportd 9/
.tron' prfor(*nc *cro.. -*riou. .'(nt.= T6 CCD 9u.in.. i. di-idd
into four $/ portfo&io. 6*&t6c*r; pr.on*& c*r; 6o( c*r *nd food.=
T6. c*tr to * nu(9r of con.u(r (*r$t .'(nt. inc&udin' 6*ir
c*r; or*& c*r; 9*9/ *nd .$in c*r; 6*&t6 .upp&(nt.; di'.ti-.; 6o(
c*r *nd food.= S6*r of t6. product .'(nt. in CCD .*&. i. pr.ntd
in Fi'ur
8ealt+ Care,
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Co(pri.in' 8*ir C*r *nd B*9/ 5 S$in C*r; t6i. portfo&io i. t6 .cond
&*r'.t contri9utor to CCD .*&.; %it6 * #: J .6*r= Durin' !00302; t6i.
portfo&io rportd * .tron' !1=+J 'ro%t6; of %6ic6 .i'nic*nt 'ro%t6 c*(
out of 6i'6r -o&u(. * con.idr*9& *c6i-(nt 'i-n t6 intn. *nd
c6*&&n'in' in*tion*r/ .cn*rio in tr(. of t6 input co.t. t6*t i(p*ctd
t6 FMCG indu.tr/ durin' t6 /*r= 7d 9/ i(pr..i- 'ro%t6 *cro..
9r*nd.; t6 Pr.on*& C*r portfo&io (r'd *. t6 f*.t.t 'ro%in'
.'(nt in CCD durin' t6 /*r=
8o$e Care,-
D*9ur i. * .i'nic*nt p&*/r in t6 -o&-in' *nd undr pntr*td 8o(
C*r c*t'or/ in Indi*= 8o( C*r portfo&io; %6ic6 c*( into t6 D*9ur
fo&d %it6 t6 *cui.ition of B*&.*r* in !00+; 6*. * .6*r of +=:J of CCD
r-nu.= T6 portfo&io r'i.trd * 'ro%t6 of2=:J durin' !00302
T6 portfo&io co(pri.. of # c*t'ori. Air C*r; Mo.uito Rp&&*nt. *nd
Surf*c C&*nr.=
!)
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7oo#,-
Food. di-i.ion; %6ic6 %*. (r'd %it6 CCD durin' !00302 i. no% fu&&/
int'r*td %it6 t6 con.u(r c*r di-i.ion *nd contri9ut. 1#=#J to t6
CCD .*&.; t6i. .'(nt co(pri.. (*in&/ fruit 9-r*'. undr t6 R*&
5 Acti- 9r*nd. *nd cu&in*r/ *dditi-. undr t6 8o((*d 9r*nd= T6
food. 9u.in.. rcordd * 'ro%t6 of 1)=)J for t6 /*r; ridin' on t6
p&*n$ of 6*&t6 5 %&&n.. *nd .t*9&i.6d .upriorit/=
I"ter"at!o"al Bu!"e D!)!!o",-
T6 di-i.ion; %6ic6 6*. 9n tr*n.for(d fro( 9in' * .(*&& opr*tion
into * (u&ti&oc*tion 9u.in.. .pr*din' t6rou'6 t6 Midd& ,*.t; Nort6
Afric*;
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DABUR 1ISION2 MISSION2CORE 1ALUES
5!!o" "Ddic*td to t6 6*&t6 *nd %&& 9in' of -r/ 6ou.6o&d
T6i. i. our co(p*n/=
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t+=
Focu. on 'ro%in' our cor 9r*nd. *cro.. c*t'ori.; r*c6in' out to
n% 'o'r*p6i.; %it6in *nd out.id Indi*; *nd i(pro- opr*tion*&cinci. 9/ &-r*'in' tc6no&o'/
B t6 prfrrd co(p*n/ to (t t6 6*&t6 *nd pr.on*& 'roo(in'nd. of our t*r't con.u(r. %it6 .*f; c*ciou.; n*tur*& .o&ution.9/ ./nt6.i4in' our dp $no%&d' of */ur-d* *nd 6r9. %it6(odrn .cinc
' Pro-id our con.u(r. %it6 inno-*ti- product. %it6in *./ r*c6
Bui&d * p&*tfor( to n*9& D*9ur to 9co( * '&o9*& */ur-dic &*dr
B * prof..ion*&&/ (*n*'d (p&o/r of c6oic; *ttr*ctin';d-&opin' *nd rt*inin' u*&it/ pr.onn&
!:
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' B r.pon.i9& citi4n. %it6 * co((it(nt to n-iron(nt*protction
Pro-id .uprior rturn.; r&*ti- to our pr 'roup; to our
.6*r6o&dr.
DABUR GROUPS
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DABUR +ORLD +IDE
D*9ur. (i..ion of popu&*ri4in' * n*tur*& &if.t/& tr*n.cnd. n*tion*9ound*ri.= Tod*/; t6r i. 'ro%in' '&o9*& *%*rn.. on *&trn*ti-(dicin; n*tur9*.d *nd 6o&i.tic &if.t/&. *nd *n intr.t in 6r9*product.= Dabur +a bee" !" t+e *ore*ro"t o* popular!/!"( t+!alter"at!)e >a% o* l!*eH $aret!"( !t pro#uct !" $ore t+a" 4cou"tr!e all o)er t+e >orl#=
!2
http://images.google.co.in/imgres?imgurl=http://www.dabur.com/en/media/logo/dabur.jpg&imgrefurl=http://www.dabur.com/Media-Photo%2520Gallery&usg=__MXfzYbozNBoflFhSoswkWoS8fac=&h=703&w=558&sz=85&hl=en&start=22&tbnid=37s-C3sWxG5fyM:&tbnh=140&tbnw=111&prev=/images%3Fq%3Ddadur%2Blogo%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D20http://www.newu.in/http://www.dabur.co.uk/index.html7/24/2019 POOJA PROJECT.doc
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O-r t6 /*r.; D*9ur. o-r.*. 9u.in.. 6*. .ucc..fu&&/ tr*n.for(dfro( 9in' * .(*&& opr*tion into a $ult!-locat!o" bu!"e prea#!"(t+rou(+ t+e M!##le EatH Nort+ A*r!caH et A*r!ca a"# Sou
Our Pro#uct orl#>!#e
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MANU7ACTURING 7ACI3ITIES IN INDIA
#1
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CEO O7 DABUR
Mr' Su"!l Du((altoo$ o-r *. t6 C6if ,"cuti- Ocr of D*9ur Indi*
7i(itd in un !00!; 6o&din' rin. of t6 or'*ni4*tion 6 joind in 122+=
Mr= Du''*& .t*rtd 6i. c*rr *. * (*n*'(nt tr*in in
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Mr= Du''*& &i-. in D&6i %it6 6i. %if *nd on c6i&d=
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Mr' Pra#!p Bur$a" Mr' Mo+!tBur$a"
I"#epe"#e"t D!rector,-
Mr' Bert Patero" Mr' P' N5!ja%
#)
http://www.dabur.com/About%20Dabur-Mr.%20Pradip%20Burmanhttp://www.dabur.com/About%20Dabur-Mr.%20Bert%20Patersonhttp://www.dabur.com/About%20Dabur-Mr.%20P.%20N.%20Vijayhttp://www.dabur.com/About%20Dabur-Mr.%20P.%20N.%20Vijayhttp://www.dabur.com/About%20Dabur-Mr.%20Pradip%20Burmanhttp://www.dabur.com/About%20Dabur-Mr.%20Bert%20Patersonhttp://www.dabur.com/About%20Dabur-Mr.%20P.%20N.%20Vijayhttp://www.dabur.com/About%20Dabur-Mr.%20P.%20N.%20Vijay7/24/2019 POOJA PROJECT.doc
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`
Mr' R C B+ar(a)a MrA"alj!t S!"(+
Dr' S' Nara%a"
#+
http://www.dabur.com/About%20Dabur-Mr.%20R%20C%20Bhargavahttp://www.dabur.com/About%20Dabur-Mr.%20Analjit%20Singhhttp://www.dabur.com/About%20Dabur-Mr.%20Analjit%20Singhhttp://www.dabur.com/About%20Dabur-Dr.%20S.%20Narayanhttp://www.dabur.com/About%20Dabur-Mr.%20R%20C%20Bhargavahttp://www.dabur.com/About%20Dabur-Mr.%20Analjit%20Singhhttp://www.dabur.com/About%20Dabur-Mr.%20Analjit%20Singhhttp://www.dabur.com/About%20Dabur-Dr.%20S.%20Narayan7/24/2019 POOJA PROJECT.doc
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S+OT ANALYSIS OF DABUR INDIA LTD
STRENGT8S,-
Cntur/ O&d Co(p*n/
,.t*9&i.6d Br*nd portfo&io
7*dr in A/ur-dicK 6r9*& Product &in
Stron' 6o&d in Rur*& M*r$t=
Inno-*ti-n.. in Pro(otion. *nd 6*. *n int'r*td ro9u.t R5D
proc.. in r*% (*tri*& Spcic*tion. d-&op(nt; c*c/
opti(i4*tion *nd .*ft/ *....(nt to n.ur u*&it/ *nd
prfor(*nc of t6 product.=EA1NESS,-
Prot*9i&it/ i. un-n *cro.. product &in
Intn. Co(ptition fro( co(ptitor.=
7o% pr.nc in Sout6 Indi*n M*r$t=
7itt& A''r..i-n.. durin' t6 &*unc6 *nd pro(otion*& *cti-iti. of
t6 N% Product=
I(*' in t6 (ind of con.u(r AUR,DIC Co(p*n/=
OPPORTUNITIES,-
,"tnd *ti$* 9r*nd to n% c*t'ori. &i$ S$in C*r *nd 9od/ %*.6
.'(nt.
Con.u(r. .6iftin' to%*rd. A/ur-dic Mdic*tion
,"p&orin' n% 'o'r*p6ic*& *r*. &oc*& *. %&& '&o9*& Good 'ro%t6 in
Intrn*tion*& Bu.in..
Gro%t6 pro.pct in 8o( C*r *nd Or*& C*r S'(nt %6r t6
Co(p*n/ .6*r i. *tn*.cnt .t*'=
7*unc6in' n% Product. &i$ 8*ir oi&.; 8r9*& *nd G& Toot6p*.t. tc
%6ic6 (*p. t6 nd of t6 cu.to(r.=
T8REATS,-
Co(ptition in t6 FMCG .ctor fro( %&& .t*9&i.6d n*(.
#
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Ot6r &d. of (dicin A&&op*t6ic *nd 8o(op*t6ic
Cu.to(r i. $in' in FMCG indu.tr/= A .6ift in cu.to(r prfrnc c*n
cr*t i(p*ct on S*&.
M*r$t. %6r 8r9*& product. *r not rco'ni4d
DABUR FOODS LTD3 PROFILE
+ere "ece!t% ! t+e $ot+er o* !")e"t!o"
D*9ur Food. .t up * .p*r*t food .r-ic. nt%or$ in 1223 toc*tr t6 in.titution*& .'(nt= T6i. "c&u.i- nt%or$ p*rtnr. in.titutionin d-&opin' cu.to(i4d product. for t6(= In turn %it6 t6 6&p *nd
f*ci&iti. of t6i. nt%or$; in.titution &i$; 6ot&.; *ir&in.; r.t*ur*nt.;c*trr. *nd 6o.pit*&. 9nt. 9/ orin' 9ttr .r-ic. to con.u(r.=
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BRIEF ABOUT REAL BRAND
Ralhas been the preferred choice of consumers when it comes to packaged fruitjuices, which is what makes India's No. 1 Fruit uice brand. ! alidation of thissuccess is that #al has been awarded $India%s &ost rusted (rand% status for four)ears in a row.
oda), #eal has a range of 1* e+citing ariants from the e+otic Indian &ango,&ausambi, -uaa /itchi to international faorites like 0omegranate, omato,ranberr), 0each, (lackcurrant -rape and the basic 2range, 0ineapple, !pple
&i+ed Fruit. his large range helps cater different needs and occasions and hashelped #eal maintain its dominant market share.
! research conducted b) (lackstone &arket Facts een pointed out that #eal waspreferred b) oer 345 of the respondents. 6hat%s more, #eal was liked for being thebetter tasting juice a categor) where likeabilit) is primaril) drien b) taste.
&ade from best 7ualit) fruits, #eal does not hae artificial flaors and preseraties,and offer )our kids not just great taste, but also F#8I 0269# the power of fruits:
the power to sta) ahead. /oaded with the power of ;itamin , #eal fruit juices haeall the necessar) nutrients that keep )ou actie all da) long.
Accola#e *or Real
#3
http://images.google.co.in/imgres?imgurl=http://www.dabur.com/en/media/logo/dabur.jpg&imgrefurl=http://www.dabur.com/Media-Photo%2520Gallery&usg=__MXfzYbozNBoflFhSoswkWoS8fac=&h=703&w=558&sz=85&hl=en&start=22&tbnid=37s-C3sWxG5fyM:&tbnh=140&tbnw=111&prev=/images%3Fq%3Ddadur%2Blogo%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D20http://images.google.co.in/imgres?imgurl=http://www.thehindubusinessline.com/catalyst/2004/11/11/images/2004111100030405.jpg&imgrefurl=http://www.thehindubusinessline.com/catalyst/2004/11/11/stories/2004111100030404.htm&usg=__QOZBCICh9AuBh23eBehAvr7Ds8U=&h=322&w=351&sz=29&hl=en&start=2&tbnid=pLv__WhMKlEYWM:&tbnh=110&tbnw=120&prev=/images%3Fq%3Ddabur%2Breal%2Bjuice%26gbv%3D2%26hl%3Den7/24/2019 POOJA PROJECT.doc
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< India's No. 1 Fruit uicebrand
< ;oted as a =uper brand
< ;oted b) consumers as the most trusted fruit juice brand for four )ears in a row
< #eal awarded the #eader%s >igest rusted (rand -old !ward ?44@ in the food and
beerages categor).
BRIEF ABOUT REAL ACTI1E
#eal !cti is a range of unsweetened juices that contain no added sugar, color orpreseraties. #eal !cti juices are made from concentrated juices. !fter the juice ispressed from the fruit, the water is remoed to reduce transportation load. !t ourfactories, during the manufacturing of juicesA juice blends, we add back the e7uialent7uantit) of water. hus, #eal !ctie uices hae as much juice as present inrespectie fruit.
Real Act!) Apple Ju!ce,-#eal !cti !pple juice proides )ou the goodnessof !pples. !pples are packed with nutrients and antio+idants and are ;er) low insodium.
Real Act!) M!xe# 7ru!t Sp!"ac+ Cucu$ber Ju!ce,-
#al !cti &i+ed Fruit =pinach ucumber juice is a refreshing nutritious blend offruits egetables with the goodness of B delicious fruits C!pple, 2range, 0assionFruit, -uaa, 0ineapple, &ango, !pricot (ananaD and ;egetables like =pinach,ucumber.
Real Act!) M!xe# 7ru!t Beetroot CarrotJu!ce,
#eal !cti &i+ed Fruit (eetroot arrot juice is a refreshing nutritious blend of fruits egetables with the goodness of B delicious fruits C!pple, 2range, 0assion Fruit,-uaa, 0ineapple, &ango, and !pricot (ananaD and ;egetables like (eetroot arrot.
#2
http://images.google.co.in/imgres?imgurl=http://www.dabur.com/en/media/logo/dabur.jpg&imgrefurl=http://www.dabur.com/Media-Photo%2520Gallery&usg=__MXfzYbozNBoflFhSoswkWoS8fac=&h=703&w=558&sz=85&hl=en&start=22&tbnid=37s-C3sWxG5fyM:&tbnh=140&tbnw=111&prev=/images%3Fq%3Ddadur%2Blogo%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D20http://images.google.co.in/imgres?imgurl=http://www.alltimegifts.com/graphics/aspimg/prod/7-04-06RealActivJuiceGiftPack-L.jpg&imgrefurl=http://www.alltimegifts.com/prod/prod.asp%3Fpid%3D4795&usg=__ik9f4shVdIK31ARyekW_V-DwSc8=&h=390&w=372&sz=61&hl=en&start=4&tbnid=M8JfDFx41SjknM:&tbnh=123&tbnw=117&prev=/images%3Fq%3Ddabur%2Breal%2Bjuice%26gbv%3D2%26hl%3Den7/24/2019 POOJA PROJECT.doc
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BRIEF ABOUT /OMEMADE BRAND
)0
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BRIEF ABOUT LEMONEE0 BRAND
)1
>abur's culinar) range under the Eommade brand includes a range of ookingpastes C-inger, -arlic, -inger-arlic amarindD, omato 0uree and oconut &ilk.he brand is positioned on the conenience platform.
8o$$a#e Coo!"( Pate
6ith Eommade pastes, )ou can e+perience the same strong distinctie flaour andaroma of freshl) ground ginder, garlic and tamarind. -round slowl) oer stones, itbrings a delicious silbattafresh flaour to )our cooking. (esides, it comes with the>abur assurance of 7ualit) purit).8se Eommade pastes at the same stage ofcooking as )ou normall) use fresh ginger, garlic tamarind.
8o$$a#e To$ato Puree,
Eommade omato 0uree is prepared from the pulp of handpicked, juic), ripetomatoes. Free of skin seeds, it adds the delicious tang of tomatoes to )our
gra), making it thick, rich and appetiing. !nd )ou food become trul) hard toresist.! little bit of Eommade omato 0uree and a little bit of )ouG 0erfectingredients for tast), wholesome meals.
8o$$a#e Coco"ut M!l,
Eommade oconut &ilk is the first pressing e+tract of superior coconuts, whichmakes it rich and loaded with goodness. >on't beliee usH >ip )ou finger in
Eommade oconut &ilk, and surprise )ourself with the thick coat on )our fingerthat refuses to drip.
http://www.dabur.com/Products-Foods-Tamarind%20Pasteshttp://www.dabur.com/Products-Foods-Tomato%20Pureehttp://www.dabur.com/Products-Foods-Coconut%20Milkhttp://images.google.co.in/imgres?imgurl=http://www.dabur.com/en/media/logo/dabur.jpg&imgrefurl=http://www.dabur.com/Media-Photo%2520Gallery&usg=__MXfzYbozNBoflFhSoswkWoS8fac=&h=703&w=558&sz=85&hl=en&start=22&tbnid=37s-C3sWxG5fyM:&tbnh=140&tbnw=111&prev=/images%3Fq%3Ddadur%2Blogo%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D20http://www.dabur.com/Products-Foods-Tamarind%20Pasteshttp://www.dabur.com/Products-Foods-Tomato%20Pureehttp://www.dabur.com/Products-Foods-Coconut%20Milk7/24/2019 POOJA PROJECT.doc
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! ?34 ml bottle of /emonee is e7ual to juice ?3 lemons appro+imatel)
3e$o"ee/ A#)a"ta(e,
>o awa) with hassles of cutting and s7ueeing lemons.
0roides consistent lemon taste and flaor, an)time of the )ear.
3e$o"ee/ Ua(e
0repare Nimbu 0ani
0repare /emon ea
!dd delicious lemon tang to =alads and Indian urries,&arinate &eat
In fact, it can be used in place of lemon an)where
)!
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BRIEF ABOUT CAPSICO BRAND
Ra> Mater!al ue#,
Ingredients Fresh red pepper, inegar, salt, cumin oil, permitted emulsif)ing and
stabiliing agents
>escription /ong, slender and thin ariet) of chillies with rich red colour and
characteristic flaour and aroma of red chillies
=ourcing
/ocations
(ihar, !ndra 0radesh, #ajasthan and arnataka
0acking -unn) bags
Pro#uct Attr!bute 7!"!+e# Pro#uct,
olour #ed
Flaour Natural, characteristic red chilli flaour with cumin note
onsistenc) Freel) flowable
Pro#uct Be"et:
Natural mild characteristic red chili flaor, with no added artificial flaors
#ight balance of pungenc) to gie the perfect taste and flaor
&aturation in wooden casks for seasons together gies the spic) smooth flaor of redchilies
0repared under h)gienic conditions as per International specifications.
)#
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BRIEF ABOUT NATURE4S BEST BRAND
8nder the JNature's (est' brand meant for its institutional bu)ers, >abur Foods nowintends suppl)ing tomato purees, ketchups and dressings to the smaller food kiosksand 3=tar hotels. !dds &r =harma, "here is a need for packaged solutions,especiall) from the smaller eating kiosks that lack space in their operations. (esides,tomatoes are used most in Indian cooking.''
>abur Foods, a 144 per cent subsidiar) of >abur India /td, has launched Nature%s(est, a brand that will cater e+clusiel) to the institutional sector. he first productlaunched under this brand is tomato ketchup.
SALES2 PROFIT2 EBITDA 5#nc'ud#n$ r!t"#'6 IN 7897:
1K11 1LB.3
1M.L5 1?.*5
))
http://images.google.co.in/imgres?imgurl=http://www.dabur.com/en/media/logo/dabur.jpg&imgrefurl=http://www.dabur.com/Media-Photo%2520Gallery&usg=__MXfzYbozNBoflFhSoswkWoS8fac=&h=703&w=558&sz=85&hl=en&start=22&tbnid=37s-C3sWxG5fyM:&tbnh=140&tbnw=111&prev=/images%3Fq%3Ddadur%2Blogo%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D207/24/2019 POOJA PROJECT.doc
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11?K 13B.B
E1F4B E1F4@ E1F4B E1F4@
Sales (In Rs cr) Net Profit (In Rs cr)
1B.L5
E1F4B 3M bps
1B.?5
EBITDA %
E1F4@
Retail venture has reported losses to the tune of Rs 1!1" #ores
Durin$ 1&'" and Rs !* #rores for +&'"!
)+
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SALES2PROFIT2EBITDA5!;c'ud#n$ r!t"#'6 IN 7897:
1K4B 1BB.M
1M.35 1:=3J
11?K 1M4.1
E1F4B 81F02 81F03 81F02
Sales (In Rs cr) Net Profit (In Rs cr)
1B.@5
1B.B5
1&', 1&'" EBITDA %
SALES GRO+T/2RE1ENUE OF DI1ISIONS IN 7897:
)
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*4.15
??.M5
11.K5
> E> I(>
Sales $ro-th
Revenue
15 reenue in others.
L5 reenue in E>.
1@5 reenue in I(>.
LK5 reenue in >.
RE1ENUE OF CCD DI1ISION IN 7897:
):
http://images.google.co.in/imgres?imgurl=http://www.dabur.com/en/media/logo/dabur.jpg&imgrefurl=http://www.dabur.com/Media-Photo%2520Gallery&usg=__MXfzYbozNBoflFhSoswkWoS8fac=&h=703&w=558&sz=85&hl=en&start=22&tbnid=37s-C3sWxG5fyM:&tbnh=140&tbnw=111&prev=/images%3Fq%3Ddadur%2Blogo%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D207/24/2019 POOJA PROJECT.doc
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)3
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FINDINGS
>uring m) internship I found different crucial points regarding our customers,
products and serices.
I found that our products Cjuices,homemade brand,nature%s best brandD are
being used m) top class institutions but slightl) lower class is asking for more
discount or sa)ing our prices are too much high.
=ome were complaining about products delier) time.
I found one more thing like een in general store our juices were not making
sale due to aailabilit) of other compepitors% brands haing lesser prices.
here is another point like most restaurants are preferring fresh juices
In m) point of iew first our delier) s)stem must be reiewed and must be on
time and faster.!s far as our products are concerned we should gie a bit more
discount to our long time customers in respect of beating competition and
making brand lo)alit).
For new slightl) lower class customers we must make some pricing strateg)to grab their deal also.In terms of awareness of our brands I think we must adertise
more to strengthen our brand image.
)2
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SUGGESTIONS
T+ere ! a "ee# o* pro$ot!o"al act!)!t!e tar(ete# pec!call%to $all e"terpr!e'
8u(e $aret pote"t!al !" out!rt a"# $all +op !" a"#arou"# Ba"(alore :e$! urba" a"# rural!t+ t+e uppl!er a"#t+e #!tr!butor at at!*actor% le)el to place t+e pro#ucta"# !"creae )!!b!l!t% !" t+e $aret'
Pro)!#!"( t+e pro#uct a$ple *or better u"#erta"#!"( a"#touc+ a"# tate co"cept'
+0
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CONCLUSION
It >a a" (reat opportu"!t% *or $e to >or >!t+ t+e co$pa"%
>+!c+ +a ex!te"ce o* $ore t+a" 9 %ear a"# ucce*ull%
carr%!"( !t bu!"e !" t+e !$$e"e co$pet!t!)e $aret'
7ollo>!"( are $% lear"!"(K #ur!"( !"ter"+!p pro(ra$ a"#
reac+e# to *ollo>!"( co"clu!o"'
A our project >a to pro$ote t+e Dabur pro#uct pec!all%ju!ce:act!)e a"# real!t+ cl!e"t a"#pote"t!al cuto$er'
T+e cuto$er >+o >ere ta!"( pro#uct *ro$ t+e uper$aret a >ell a b!( ba/aarH >ere (ett!"( $ore #!cou"t a
co$pare# to >+at >e >ere tol# to oer'
T+ere ! a (reat opportu"!t% o* co$pa"% pro#uct !" "e>l%ope" +otel a"# *oo# jo!"t '
+1
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MY POINT OF 1IE+
In m) point of iew first our delier) s)stem must be reiewed and must be on time
and faster. !s far as our products are concerned we should gie a bit more discount
to our long time customers in respect of beating competition and making brand
lo)alt).
For new slightl) lower class customers we must make some pricing strateg) to
grab their deal also. In terms of awareness of our brands I think we must adertisemore to strengthen our brand image.
In m) point of iew first our delier) s)stem must be reiewed and must be on timeand faster.!s far as our products are concerned we should gie a bit more discount to
our long time customers in respect of beating competition and making brand lo)alit).
+!
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For new slightl) lower class customers we must make some pricing strateg) to grab
their deal also.In terms of awareness of our brands I think we must adertise more to
strengthen our brand image.
BIBLIOGRAP/Y
www.dabur.com
www.wikipedia.com
0hilip otler
www.ask.com
+#
http://www.dabur.com/http://www.wikipedia.com/http://www.dabur.com/http://www.wikipedia.com/7/24/2019 POOJA PROJECT.doc
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T8ANQ OU