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INDUSTRIAL TRAINING
REPORT
ON
DABUR INDIA LTD.
ON
ADVERTISING MANAGEMENT
PREPARED BY:-
Amrutia Mona R.
COLLEGE:-
Shree J.H.Bhalodia Womens College Rajkot.
CLASS:-
T.Y.B.B.A.
ACADEMIC YEAR:-
2008-09
ROLL NO.:- SEAT NO:-
03
GUIDED BY:-Prof. Smita C. Vyas
SUBMITTED TO:-
SAURASHTRA UNIVERSITY
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I, the undersigned AMRUTIYA MONA. a student of
T.Y.B.B.A. declare that the work done in this project
report is my own work and I have been supervised by
Prof. Smita C. Vyas of Shree J.H.Bhalodia Womens
College, Rajkot, for this work. Previously I have
undergone a successful industrial training at the
DABUR INDIA LTD. The work of this project reporthas not been submitted to any other university
previously for any other examination. I have tried my
level best here to include all information in this
report.
Date:
Place: Rajkot. Sign:
-------------
AMRUTIA MONA
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As I am a student of T.Y.B.B.A.,J.H.Bhalodia College, Rajkot, we learn project report
as a special subject. B.B.A., being a professional
course, it requires practical exercise as far as this
project is concerned. This subject is useful to develop
our mind practically in the field of business &
management. As per the syllabus prescribed by
Saurashtra University, in B.B.A., it is compulsory toprepare a project report on an industry individually by
taking a personal training to the industry. It is so
because a student can really understand the
functioning of an industry.
The chief objective of practical training is to
get an outlook of what we study theoretically insidethe classroom. It alsohelps to develop the awarenessabout business practices among the students.
Here is the report of my training undertaken
at DABUR INDIA LTD. This project report includes
the detail information about advertising management
of the company. Here in this project, I would like to give brief idea about my experiences while I was
there for the training purpose.
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The industrial training at the organization
has given me the opportunity to get a practical
knowledge in the field of management. I am really
proud to be a student of J.H.Bhalodia College, Rajkotthat has given me the opportunity to get a practical
knowledge in the field of management.
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Though the preparation of this report is myown work, I have received help from many persons. I
am thankful to all those who have helped me in
carrying out this work.
I heartily thank our principle N.K.Kanani for
his inspiration for doing the project and also thankful
to Prof Smita C. Vyas for her wholehearted supportand encouragement.
I am extremely thankful to Mr. Ashish
Ruthra, the manager of Dabur Company, Mr.
Shashank and Mr. Shiv Mani, the sales assistants,
Mr. Arvind Doba, the sales officer.
I would also like to thank my family and my
friends who encouraged me in preparing the project
report. I hope this report would turn out to be a
success, which is a result of joint effort. I once again
thankful to all the staff members of DABUR INDIA
LTD and those who directly of indirectly helped me
to complete my project work.Date:- SING:-Place:-Rajkot. ------------------
Amrutia Mona
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Sr.
No.
Particulars Page
no.
1 General Information 08
2 Marketing Information 23
3 Advertising
Management
36
4 The survey and
analysis
69
5 SWOT Analysis 88
6 Future Plans 92
7 Conclusion 94
8 Suggestions 96
9 Bibliography 97
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DABUR India Ltd. came into existence in 1884
in Calcutta. Dr. S.K.Berman was the founder of this
company. DABUR India ltd. is the oldest health and
personal care company in India which is basicallyconcentrating on Ayurveda right from its beginning. That
is the reason why the most of the DABURS product are
based on the Ayurveda. Dr. S.K.Berman, a practicing
doctor, brought Ayurvedic medicine to the ailing masses
of Bengal and he concentrated only on three diseases
namely Cholera, Malaria and Plague.
From a humble beginning in 1884 as
manufacturer of traditional medicine in Calcutta,
DABUR has came a long way to become a multi faceted,
multi location 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 poised to become a true Indianmultinational. Dabur India Limited is the fourth largest
FMCG Company in India with interests in Health care,
Personal care and Food products. Building on a legacy of
quality and experience for over 100 years, today Dabur
has a turnover of Rs.1536.95 crore with powerful
brands like Dabur Amla, Dabur Chyawanprash, Vatika,
Hajmola & Real.
Dabur India Limited has marked its presence
with some very
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http://www.dabur.com/EN/Products/Health_Care/http://www.dabur.com/EN/Products/Personal_Care/http://www.dabur.com/EN/Products/Foods/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Amla/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Vatika/http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/http://www.dabur.com/EN/Group/Foods/real/http://www.dabur.com/EN/Products/Health_Care/http://www.dabur.com/EN/Products/Personal_Care/http://www.dabur.com/EN/Products/Foods/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Amla/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Vatika/http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/http://www.dabur.com/EN/Group/Foods/real/ -
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Significant achievements and today commands a market
leadership status. Our story of success is based on
dedication to nature, corporate and process hygiene,
dynamic leadership and commitment to our partnersand stakeholders. The results of our policies and
initiatives speak for themselves.
Dabur India Limited has marked its presence with
some very significant achievements and today
commands a market leadership status. Our story ofsuccess is based on dedication to nature, corporate
and process hygiene, dynamic leadership and
commitment to our partners and stakeholders. The
results of our policies and initiatives speak for
themselves. Leading consumer goods company in
India with 4th largest turnover of Rs.1329 Crore
(FY02) 2 major strategic business units (SBU) - Consumer
Care Division (CCD) and Consumer Health Division(CHD)
3 Subsidiary Group companies - Dabur Foods, DaburNepal and Dabur International and 3 step downsubsidiaries of Dabur International - Asian
Consumer Care in Bangladesh, African ConsumerCare in Nigeria and Dabur Egypt.
13 ultra-modern manufacturing units spread aroundthe globe
Products marketed in over 50 countries
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Wide and deep market penetration with 47 C&Fagents, more than 5000 distributors and over 1.5million retail outlets all over India.
DABURS main business line is of health care,
personal care and foods. Its strength lies in herbal
natural preparation. The companys motto goes like
Celebrate Life. The company is having highly qualified
professionals to take care of the day to day business
activities.
For more then a 100 years, Dabur has mastered
producing Ayurvedic preparations blending traditional
knowledge of drug manufacturing with scientific update.
Today Dabur Consumer Health- a division looking after
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marketing of Ayurvedic medicines has already redefined
the Ayurvedic market and health care promotion
activities involving leading Ayurvedic practitioners across
the globe.
At Dabur today we have more then 350 Shastriya
(Classical) ayurvedic preparations which form an
important part of Ayurvedic practitioner's daily
practice.
Name : DABUR INDIA LTD.
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Registered office : 8/3 Asaf Ali Road,
New Delhi.
Establishment : 1884
Incorporated under : Companies Act, 1956.
Brand name : Dabur
Total Turnover : 1536.95 crore
Companys website : WWW.DABUR.COM
DABUR INDIA LTD.
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Registered office
8/3 Asaf Ali Road,
New Delhi.
Address of the factories:
West Bengal : Narendrapur (Garia), Kalyani
Bihar : Daburgram
Rajasthan : Alwar
Uttar Pradesh : Shahidabad, Ghaziabad, NoidaHimachal Pradesh : Baddi
Nepal : Kathmandu
U.A.E. : Dubai
Egypt : Cairo
U.K. : London.
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Founding Thoughts"What is that life worth which cannot bring comfort toothers"
The doorstep 'Daktar'
The story of Dabur began with a small, butvisionary endeavour by Dr. S. K. Burman, aphysician tucked away in Bengal. Hismission was to provide effective andaffordable cure for ordinary people in far-flung villages. With missionary zeal andfervour, Dr. Burman undertook the task ofpreparing natural cures for the killer
diseases of those days, like cholera, malaria and plague.
Soon the news of his medicines traveled, and he came
to be known as the trusted 'Daktar' or Doctor who came upwith effective cures. And that is how his venture Dabur gotits name - derived from the Devanagri rendition of DaktarBurman. Dr. Burman set up Dabur in 1884 to produce anddispense Ayurvedic medicines. Reaching out to a wide massof people who had no access to proper treatment. Dr. S. K.Burman's commitment and ceaseless efforts resulted in thecompany growing from a fledgling medicine manufacturer ina small Calcutta house, to a household name that at once
evokes trust and reliability.
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Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the ChiefExecutive Officer of Dabur India Limitedin June 2002, holding reins of theorganisation he joined in 1995.Mr Duggal started his career as amanagement trainee in Wimco Limitedin 1981 after getting his EngineeringDegree (Electrical & Electronics) fromBITS, Pilani, and Business Managementfrom IIM, Calcutta. His stint at Wimcocontinued till 1994, with a break in
between when he joined BennettColeman & Co. Ltd for a short period. In 1994, he moved to PepsiFoods as GM, Sales Operation.
In 1995 he came into the Dabur family, as General Manager (Sales& Marketing), of the Family Products Division with products likeDabur Amla, Lal Dant Manjan and Vatika in his portfolio. ThisDivision spearheaded the spectacular growth recorded by Dabur inthis period. Vatika was also launched during this period and is now
the Company's second biggest brand.With his dynamic spirit and leadership abilities, he soon becameVice-President and SBU-Head of the Family Products Division. In
July 2000 Mr. Duggal was appointed Director Sales and Marketingof Dabur India Limited. And in 2002, he became the CEO of theCompany - a professional with valuable experience to steer the
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company ahead in its growth plans.
Chairman Vice-Chairman
Mr. V.C. Burman Dr. Anand Burman
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Spanning a career of over 20
years, Sunil Duggal hastravelled widely across Indiaand handled diverseportfolios that have helpedhim understand thedynamics of FMCGbusinesses and markettrends. He is well versed inthe intricacies of India'sregional diversities and
consumer needs.
Mr Duggal lives in Delhiwith his wife and one child .Whenever he gets a breakfrom his officialresponsibilities, Mr. Duggallikes to spend time at homewith his family and an
occasional round of golf.
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Whole Time Directors
Mr. P.D. Narang Mr. Sunil Duggal Mr. Pradip Burman
Non Whole Time Promoters, Directors
Mr. Amit Burman
Independent Directors
His Highness MaharajaGaj Singh
Mr. Stuart Purdy Mr. P N Vijay Mr. R C Bhargava
Dr. S. Narayan
When you want to study about an organizational then first
must study about organization system. It means organizationalchart. In it you can know the position and the type of chairman,
president, director, manager, assistant, salesman, etc. and also
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you can know the level of the organizational chart. Chart of
DABUR CO. LTD is as follows:
Organization chartPresident
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Production
Mgr
)
AuditorFinance
Mgr
. Marketing
Mgr
Personnel
Mgr
Purchase
Manager
Planning
Engineer
Assistan
t
Time keeper
Keeper
k
(Finance)meKeeper
Clerk Manager
Staffs
Senior
Eng.
Workers
Marketing
Assistant
Officer
s
Marketing
Manager/
Executive
Staff
AccountantAssistant
ComputerAssistant
Staff
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1884
Birth of Dabur1896 Setting up a manufacturing plant
Early1900s Ayurvedic medicines1919 Establishment of research laboratories1920 Expands further
1936Dabur India (Dr. S.K. Burman) Pvt.Ltd.
1972Shift to Delhi
1979 Sahibabad factory / Dabur ResearchFoundation1986 Public Limited Company1992 Joint venture with Agrolimen of Spain1993 Cancer treatment1994 Public issues1995 Joint Ventures
1996 3 separate divisions1997 Foods Division / Project STARS1998 Professionals to manage the Company2000 Turnover of Rs.1,000 crores2003 Dabur demerges Pharma Business2005 Dabur aquires Balsara2006 Dabur announces Bonus after 12 years
2006 Dabur crosses $2 Bin market Cap,adopts US GAAP
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Marketing is so basic that
It cannot be considered a separate function.
It is the whole business seen from the point of view
of it final result, that is, from the customers point of
view
-Peter F. Drucker.
Marketing occupies an important position in the
organization of business unit. Traditional view or
marketing assets that the customer will accept whatever
product the seller present to them. In this way, the main
concern of the producer it to produce without considering
the choice or the behaviour of the customer. But thepoint of view of marketing has now charged. The moder
concept may be viewed from the customers point of view
marketing is centered around the customer. Produced
does not produce whatever he likes but whatever
consumer wants. Philip Kotler has nightly remarked,
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Marketing is analysis, orgnaising, planning and
controlling of the firms customer. Impining resources,
policies, activities with a view to satisfying the needs and
wants of chosen customer groups at profit.
Dabur has a well-developed marketing department.
The areas in which this department works and performs
various tasks are advertising, giving attractive offers,
plans, strategies, find out customer needs and wants and
thus to satisfy they and lot many others.
Traditionally a market was a physical place where
buyers and sellers gathered to exchange goods.
Economics now describe a market as a collection ofbuyers and sellers who transact over a particular product
or product class (grain market). Business people often
uset he term markets to cover various groupings of
customers. They take about product market (the textile
market), demographic market (youth market) and
geographic market or they extend the concept to cover
other market, such as labour markets etc.
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1. The above diagram shows the relationship between theindustry (Here Dabur as a unit) and the market.
2. Sellers and buyers are connected by four flows.
3. The sellers (Dabur) send goods and services and
communications (advertisements, etc) to the market in
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Industry
(Collection of Sellers)
Market
(Collection of buyers)
Communication
Information
Money
Goods /
Services
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return. They receive money and information (attitudes,
sale date).
4. The inner loops shows an exchange of money for goods
and services, the outer loop shows an exchange of
information.
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President
D.B.R. Marketing (Mr. Rajiv Pal)
Marketing Managers
Marketing Officers
Office Staff
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Competitors are those firms or players playing
in the same industry. There are only few players in the
markets of Ayurvedic products Among these the leader is
Dabur. As DABUR has wide international market it also
faces international competition.
The market share occupied by DABUR is shown
in the below given diagram.
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No. Competitors Market
share
1. DABUR 30 %
2. ZANDU 20%
3. HIMALAYA 25 %4. HIMANI 10 %
5. Other 15 %
Nowadays all types of organizations face a great
extent of competition. Likewise the DABUR is also facing
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the great competition in the market. As it is producing
Ayurvedic products now there are many other producers
of the same products like Zandu, Himalaya, Bajaj,
Mahabhringraj etc. thus the company has manycompetitors to fight with.
DABUR India Ltd. is producing a very wide range of
products i.e. Ayurvedic products. DABUR India Ltd. is
enjoying a very large market share in the Ayurvedic
products. E.g. in hair oil the DABUR is enjoying 88.5% of
total market share. In India the most of the consumers
are purchasing Dabur Amla Hair Oil and it is still verypopular. Similarly an another product of the company i.e.
Dabur Lal Tooth Powder is having a good market share
with high sale across the country.
DABUR has established a very good image in the
market than that of its competitors. DABUR is getting a
huge market share than its competitors in all the
products except Tooth Paste because this product hasbeen introduced recently in the market named Dabur
Red Tooth Paste
So the place of DABUR India Ltd. in the Ayurvedaindustry is among the top 5 companies producing
Ayurvedic Products.
HAIR CARE
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-ANMOL SILKY BLACK SHAMPOO
-VATIKA HEENA CONDITIONING
SHAMPOO
-VATIKA ANTI DANDRUFF SHAMPOO
-ANMOL NATURE SHINE SHAMPOO
AMLA HAIR OIL
AMLA LITE HAIR OIL
VATIKA HAIR OIL
ANMOL SARSON AMLA
-GULABARI
-VATIKA FAIRNESS FACE
PACK
DABUR RED GEL
DABUR RED TOOTHPATE
BABOOL TOOTHPASTE
MISWAK TOOTHPASTE
PROMISE TOOTHPASTE
DABUR LAL DANT MANJAN
DABUR BINACA TOOTHBRUSH
DABUR CHYAWANPRASH
DABUR CHYAWANSHAKTI
GLUCOSE D
HAJMOLA YAMSTICK
HAJMOLA MAST MASALA
ANARDANA
HAJMOLA
HAJMOLA CANDY
JAJMOLA CANDY FUN 2
PUDIN HARA
PUDIN HARA GDABUR HINGOLI
HEALTH CARE
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SHILAJIT GOLD
NATURE CARE
SAT ISABGOL
SHILAJIT
RING RING
ITCH CARE
BACK AID
SANKH PUSHPI
DABUR BALM
SARBYANA STRONG
DABUR LAL TAIL
DABUR BABY OLIVE OIL
DABUR JANAM GHUTTI
Dabur Foods Product Range
REAL, REAL ACTIVE
HONEY, HOMMADE
CAPSICO
Leading brands - Dabur - The Health Care Brand
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Vatika-Personal Care Brand Anmol- Value for Money Brand Hajmola- Tasty Digestive Brand and Dabur Amla, Chyawanprash and Lal
Dant Manjan with Rs.100 crore turnovereach
Vatika Hair Oil & Shampoo the high growth brand Strategic positioning of Honey as food product,
leading to market leadership (over 40%) inbranded honey market
Dabur Chyawanprash the largest sellingAyurvedic medicine with over 65% market share.
Leader in herbal digestives with 90% marketshare
Hajmola tablets in command with 75% marketshare of digestive tablets category
Dabur Lal Tail tops baby massage oil market with35% of to total share.
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Advertising is any form of paid non-personal
presentation of ideas, goods or service for the purpose of
inducing people to buy.
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-Weeler.
Advertisement is nothing but a paid from of non-
personal presentation or promotion of ideas, goods or
services by an identified sponsor. It communicates about
the product and service. Put before the consumers and
also about the firm, which manufacture the product.
Advertising thus means spreading of information the
message, which is presented, is called advertisement.
In the present day marketing, advertisement has
become an inseparable part of the business marketing
activities. Hardly there is a business in the modern world
without advertisement; however, the form of
advertisement may differ from business to business.
There are 5 point major or the benefits for which
DABUR does advertisement.
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1. It offers a planned and controlled message.
2. It can influence numerous people or prospects at a low
unit (per prospect) cost.
3. It can reach prospect that cannot can approached
easily by salesman (Company top excusive).
4. It helps to presale a product.
5. It can assist in the introduction of a new product in
the market.
For a advertising each and every company is choose a
media at different level of the area. Here, DABUR is also use
different media at a different level are as follows
Advertising Media
National level State level Local levelNews paper News paper Local newspaper
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Teli-vision Magazines Local diss
channel
e-commarce Teli vision Electric bord.
Holding Holding Poster
Magazines Etc. Litrecher
Sponsorship of
fashion show and
musical night
Holding
Etc Etc.
BEARNING OF EXP
National level: - At national level all the media of advt.
Company was paid.
State level: - At state level some % of partly paid
by the company and partial paid by other
excusive show room and atho. Dealer or
retailer showroom.
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Local level: - At a local level of ad. Totally 100 % paid
by the dealers and retaler showroom and
also excusive show room.
The selection of an advertising agency is by no means
an easy task. The advertiser decides to use an agency
mainly because he wants additional talent to help him plan
and carry out an advertising programme. The problem of
selection obviously is one of evaluating the skills and
capacities of an agency. There is no standard yardstick to
measure the efficiency of such an agency.
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DABUR has also a different level or different
advertising agency.
Level: - National
Media: - Television / Internet/ News paper/ Magenie/
holding
Agency: - Rediant Media Convergence Pvt. LTd.
-Ahmedabad.
(Eccuted by) camdedaz production
-Mumbai .
Rate charges of advertising
T.V. Which model is used
Time period (second)
Which T.v. Chen to put.
Which time
News/ maga. Which news pare
Size of ad.
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Colour/black and white
Pages front
E-com Space Mb
Attraction
Holding Holding size
Colour/ print
Place
At a state and local level advertising agency decide a
particular showroom as depained has capacity, market
size etc. and this is totally paid by the dear and relate
shop, excutive show room at state and local level. But at a
national level paid by the company directly.
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The advertising objectives flow from prior decisions
on target markets, market positioning & marketing mix.Many specific communication & sales objectives can be
assigned to advertising. An advertising goal (or
Objective) is a specific communication task and
achievement level to be accomplished with a specific
audience in a specific period of time.
The main mission of Dabur India Ltd.is to
increase the sales goals & the advertising helps the
company to reach its targeted figure. With the help of
advertising company has made sales turnover of Rs.2010
crore in 2005-2006. the long term and ultimate objective
of Dabur is to satisfy consumer needs & wants and to
increase the sales of the company.
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Today before starting or commencing with any
activity we plant out the objectives, we set up the goals
regarding the activity that we are going to perform.Thus, determination of objectives is considered very
important in all the fields.
Dabur goes for the production of FMCG
products. It has defined its objectives as per the
classification. It includes objectives persuade to:
1. Inform
2. Persuade
3. Remind (i.e. it clubs all the objectives head)
The main mission of every company behind doing
advertising is:-
To increase the sales of the companys products.
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To inform the consumer about the companys
products.
To remind the market about the product.Advertising goals or objectives is a specific
communication task & achievement levels to be
accomplished with a specific audience in a
specific time period.
1. To Inform
Informative advertising figures heavily in the
pioneering (introduction) stage of a product category,
where the objective is to build the primary demand.
Dabur India Ltd. inform about the new
products, its uses, any price change, etc. The company
reduces buyers fear by correcting false impression if
any, clearing the doubts of consumers regarding the
products, etc. Hence the company has successfully built
its brand image.
There was a rumor that Pudin Hara was
giving side effect after using it. So company decided to
break this rumor and hence, Dabur has started
informative advertising like. . .
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Effect sahi, side effect Nahi
It has really changed companys impressionregarding this product in the market.
It gives knowledge about the product that
exists & product which is going to be introduced in the
market. This is also called primary advertising and
primary advertising is done when the product is in
introductory stage. At present Dabur is doinginformative advertising for all its all products.
2. To Persuade
Persuasive advertising becomes importantin the competitive stage where a companys objective is
to build selective demand for a particular brand, most
advertising falls into this category. This is also called
selective advertising. It puts one brand against rest of
the market.
Dabur insist and attract the customersto encourage them to switch to its brand, building brand
preference. It also persuades buyers to buy its product
once (at present) and continue its purchase (in future).
Sometimes Dabur also did selective advertising when
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there is a high competition in the market. At present
Dabur is doing selective advertising for Dabur Vatika
Hair Oil & Dabur Chyawanprash because there is very
high competition for both these products of the company.Such advertising is called competitive advertising.
3. To Remind
Reminder advertising is highly important for
the matured products. A related form of advertisement
is reinforcement advertisement, which seeks to assure
current purchasers that they have made the right choice.
Dabur remind about the product that exist
in the market. It reminds in such a manner as if the needof the product will arise in the future. It keeps reminding
about its quality during the festivals. There are various
products of Dabur which are in matured stage like Dabur
lal tail, Dabur janam ghutti, Dabur pudin hara etc.
needs reminder advertising. There are other products
too, the sales of which is more due to reminder
advertising.
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Methods:
AdvertisingBudget fixation
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After determining advertising objective the
company can proceed to establish its advertising budgetfor each product. The role of advertising is to increase
demand for the product. The co. spend the amount
required to achieve the sales goals.
Although advertising is treated as current expense,
part of it is really an investment that builds up an
intangible value called goodwill as brand equity.
There are various factors which are taken into
consideration while preparing the advertising budget.
Advertising budget means the money required to
advertise the product into the market whether it is the
new product or already established product. More moneyis required if the product is newly introduced.
The factors like financial background also affect the
advertising budget in addition to the competitors. The
financial background of Dabur is very sound. So they have
a good advertising budget.
Dabur has
made contracts with the bollywood stars like Amitabh
Bachchan, Rani Mukhrji, Mandira Bedi, Priyanka Chopra,
Karishma Kapoor etc.
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A.] STAGE IN PRODUCT LIFE CYCLE
New product typically receive large advertising
budget to build awareness and to gain consumer trial.
Established brand usually are supported with lower
advertising budget as a ratio to sales.
Every product passes through product life cycle. The
firm has commenced before four years that it is in itsgrowth stage. At present Dabur utilizes more budgets for
its new products.
For the newly introduced products the co. keeps a
high budget. The co. has a policy to maintain high budget
for the new products and those products which are well
established and which constitute a high profit margin. Atpresent the well established and most powerful products
of Dabur are Chyawanparsh & Hair oil.
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B] MARKET SHARE AND CONSUMER BASE
High market share brands usually require less
advertising expenditure as a percentage of sales to
maintain their share. To build share by increasing market
size requires larger advertising expenditure. On a cost
per impression basis, it is less expensive to reach
consumers of a widely used brand than to reachconsumers of low share brands.
Due to the changing environment, fashion and needs
of the consumers, the unit has introduced new scheme
which is economical to the firm as well as to the
customers.
Scheme to distributors like giving gold/silver coin
attaining some particular targets. Dabur changes its
advertising budget according to the taste, fashion and
needs of the target markets.
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C] COMPETITION
In a market with large no. of competitors and high
advertising spending, a brand must advertise more heavily
to be heard. Even simple clutter from advertisement not
directly competitive to the brand creates a need for
heavier advertising.
Competition affect greatly to any firm. Dabur is a
very old company so it has a very strong competition in
the market with the competitors like
ZANDU
SANDU
HIMALAYAHIMANI
NIHAR etc.
Dabur increase the advertisement of its products
when there is arrival of any new competitor in the
market.
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D] FINANCIAL BACKGROUND
Availability of finance is an important factor for
setting advertising budget. If the co. can not advertise
its product very well in the market against its
competitors the product may fail in the market.
Sometime some product may need constant advertising on
the media like T.V. and radio etc.
Dabur India ltd. is already an established co. and it
enjoys a very good market share in the Ayurvedic
industry so it has sufficient finance for the
advertisement purpose.
So far as budget is concerned financial backgroundof Dabur is very sound. And hence Dabur is able to spend
a good amount on its advertisements. Nowadays Dabur is
sponsoring the movies on the T.V. channels like
Doordarshan.
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ADVERTISING COPY
ADVERTISING AGENCY
ADVERTISING LAYOUT
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ADVERTISIND COPY
Advertising copy is written or spoken material
of advertising communication which includes:
headlines
Names
Address for advertiser
Logo
Trade marks
Text message
It is prepared by an expert copy writer. It is a
creative business demanding a lot of imagination and
foresight.
The main aim of advertisement copy is togenerate attention, developing interest, it should be
believable, it should have proves of utility and should be
within some range of rules of govt.
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In Dabur India ltd. advertisement copy is being
prepared by the ad agencies and the marketing personnel.
But the final decision is based on marketing dept.
Dabur prepare different advertisement copy
for different countries/states for the states like
Gujarat, the ad agency like mudra and STARCOM
media has performed the work for preparing ad
messages. The ad agency knows all the details about the
respective state and is able to handle and give sufficient
knowledge to its customers in same state.
Advertising copy changes with the changing
festival and seasons.
For e.g. during Diwali festival the advertising
copy is related to the Diwali festival. And so during the
other festival.
The frequency of advertisement copies is not
fixed. It can be fortnightly basis or monthly basis as per
festival or season. (Dabur Chyawanprash)
Again the frequency of advertising is different
from product to product.
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ADVERTISING BUDGET
Agencies are group of specialist who generally can
perform advertising task better than a companys own
staff. To select an ad agency is a very difficult job. The
best and the good working ad agency create a very good
impact in the market through their reputation and/or size
of the agency attracts new business.
Dabur India ltd. has many ad agencies which are:
1) O & M (Ogilvy and Mather )
2)Bater
3)Mudra
4)Carat Media
5)STARCOM for Media
6)J Walter Thompson
In the very beginning co. was making its advertising
copy and lay out by it self only , then after co. appointed
Mudra for Gujarat, Carat Media for Maharashtra,
STATCOM for media and O & M for the India level.
Payment for the remuneration is on contract basis, onevery time they send their bills and payments of
remuneration is made by advertising dept. there is no
continuous fee structure.
ADVERTING LAYOUT
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The advertising layout deals with proper and
attractive physical arrangements for the layoutpresentation of the message for sales communication. A
visual layout of advertisement has the following elements:
HEADLINE
ILLUSTRATION
COLOUR/TYPES AVAILABLE
THE ADVERTISER OR SPONSER THE SLOGAN
In Dabur India ltd. the arrangement of
advertisement layout is prepared/decided by the ad
agencies and the top executives of advtg. Dept. (i.e. by
Mr. Devender Garg who is the head of the consumer caredivision, marketing head.)
Dabur has rarely given the advertisement of its
product in the newspaper. The co. mostly uses T.V. media
or giving advertisements for its product.
Message generation
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Choosing the advertising message is a very
creative and challenging because the message itselfcreates a value for the product. Generally, message
should be decided as a part of developing the product
concept. Yet there is usually latitude for a no. of possible
messages over time the marketer might want to change
the message especially if consumers seek new or
different from product.
Message evaluation and selection
A good ad agency normally focuses on one core
proposal. The advertiser conducts market research to
determine which appeal work best with its target
audience.
For e.g. the new product of Dabur is in candy
form (Hajmola) and the target markets are children.
So, on the basis of target market, the preparation of
message is done.
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FACTORSTIMINGS
FACTORS/REASON BEHIND
CHOOSING MEDIA
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The media planner has to know the capacity of
the major media types to deliver reach, frequency andmedia impact. There are various reasons behind choosing
the media, they are:
1] COVERAGE REACHES
Radio and television are the most effective media
for reaching through out the country. Dabur selected theTV because T.V. advertising is very effective than that of
other medias. . In the present era T.V. is the best mode
of advertising the product. It covers 92.5 % of coverage.
2] PRODUCT
Product also affects the selection of media.Womens dresses are best shown in colour magazines,
cameras are best shown in T.V. so, according to the
product, and the media is selected. As the daburs
products are Ayurvedic as well as F.M.C.G. so the best
and proper way to advertise these products is T.V. as well
as radio.
3] COST
The most imp. Factor which affects the selection
of media is cost. In todays world T.V. advertising is very
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expensive, while advertising through print media is less
expensive. As the financial background of Dabur is sound
it prefers T.V. media for advertising.
DECIDING THE MEDIA TIMINGS
Deciding the timing of advertisement is a very
difficult job i.e. at which time the advertisement of a
particular product should be produced. Dabur has
selected T.V. as the main advertising media. And so hasdecided the media timings of their product. i.e.
advertisement of some products is shown in the morning,
some in the evening time etc.
For e.g. the ad of Hajmola candy is given by the
co. during the morning and during the lunch time because
the product like Hajmola candy is made to be taken aftertaking the lunch.
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MEASUREMENT
This is the fifth and the last M amongst the 5
Ms of the advertising. This M stands for Measurement
which deals with the effectiveness of advertising done by
the organization for its product or service.
Good planning & control of advertising depends
critically on measures of effectiveness. Most advertisers
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try to measure the communication effect of an ad i.e. its
potential effect on awareness, knowledge or preference.
They would also like to measure the ads sales effect but
often feel it is difficult to measure yet both can & shouldbe reached.
The measurement of advertising can be made
through the awareness program or through the survey on
the effect of advertising & also through consumer
perception.
Dabur measure their advertising effectiveness on
sales through conducting the ad awareness program.
Sometimes company also prepare questionnaire (survey) in
big cities to know the effect of ad on the consumer.
Company also follows the consumer perception technique
for measuring the advertising effectiveness. Through
survey of advertising attributes/factors which may ableto know the key of the company
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The main objective of research is to assist the
marketing executive in solving the product problem
relating to the marketing of goods and services.
Marketing research is more helpful to researcher
because with taking into consideration result obtained byhim after research, he can take decision in favour of both
firm and consumers. Following are the aim of marketing
research and analysis may be stated as follows:
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To assess probable volume of future sales.
To indicate the distribution method best suited to
the product and market.
To assess competitive strengths and policies.
To define probable market for specialized product
and to report general market conditions and
techniques buying benefits etc.
To study geographical distribution of the product.
To know companys expected share of the market.
To estimate potential buying power of customers invarious area.
To identify marketing opportunities on problems.
To know about customers acceptance of the product.
To determine dimension of the marketing problems.
Here I have surveyed the product which is famous
in every home of the country and in every child i.e. Dabur
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Chyawanprash. The main intention of the survey is to
know the satisfaction level obtained by the consumers
of Dabur Hair Oil. The survey was obtained in the city
of Rajkot. For the survey purpose I made a questionnaireand supplied it to a sample size of 50 (Fifty) persons at
Big Bazaar, Rajkot. The response was very healthy and
swift. My questionnaire is given here.
Generally most used are the two types of survey in
this field. They are firstly the Population and sample size
and secondly the method of sampling. If the size of
sample is very high then the method of population is used
and on the contrary if the size of sample survey is not
very big then the method of sampling is taken into
account. Both the methods have some benefits as well as
some drawbacks. If the sample size is very high then the
result may not be very accurate than that of the sampling
method as the number of samples is very less. So here I
have taken a small size of sample that is fifty so the
results can be obtained as accurate as possible. The
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results obtained this way is very attractive and in favour
of the company. Company has many opportunities in the
Hair Oil market. The Dabur Hair Oil is enjoying a larger
share of the market so far as this product is concerned.
The survey was tested on the fifty persons. The
survey got an amazing response. The below given is the
result with suggestions to the questionnaire on the
customer satisfaction of Dabur Hair Oil.
A Study of Consumers Opinion / Remarks / FeedbackonDABUR as an advertising of this brand
Respected Mam,
I am a student of T.Y.B.B.A Studying at Shri J. H. Bhalodiya
Womens College, Rajkot. The aim of this questionnaire is to
survey on consumers opinion regarding DABURs Advertising.
I assure you that the Information given by you will not
disclosed & will be used only for study Purpose and hope that the
Information given by you will be correct.
Thank you.
Fill all the blank Properly
Please tick the Response applicable to you in theSquares given.
CONSUMERS INFORMATION
Name of Consumer
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Address
Contact No.
Gender :- Male Female
Age :- 19 to 25
26 to 35
35+to more
1. Which type of hair oil do you prefer?a) branded b) loose
2. Which brands of hair oil do you prefer?
a) Dabur b) Himaliya
c) Himani d) Parasuit
e) Nihar f) Local
3. Do you consume Dabur vatika hair oil?
a) Yes b) No
4. How many times do you use Dabur vatika?
a) Daily b) Weekly
b) Monthly
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5. How long you are consuming Dabur vatika?
a) Less than 1 year
b) Less than 5 yearc) More than 5 year
6. Why do you purchase Dabur vatika?
a) Quality b) Quantity
c) Price d) Brand name
7. How do you come to know about the Dabur vatika?a) Advertisement b) Word of mouth
b) Retailers d) Magazines
8. Are you satisfied with the price of Dabur vatika?
a) Yes b) No
9. Are you satisfied the with Dabur vatika?a) Yes b) No
10. If you are not using Dabur vatika than what is
your expectation?
a) Less price b) Better quality
c) Good packaging d) Good scheme
11. Are you aware about other Dabur product?
a) Yes b) No
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12. Do you purchase regularly Dabbers products?
a) Yes b) No
1)which type of hair oil do you prefer?
OPTIONS RESPONSES IN PERCENTAGE
BRANDED 39 78 %LOOSE 11 22%
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78%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Perc
SUGGESTIONS
From the survey it is inferred that the majority of
the consumers of Hair Oil believe in branded one. There
are very less consumers who consume loose Hair Oil. Sothe survey favours the branded companies, thus the
Dabur has opportunities to expand the market.
2)which brands of hair oil do you prefer?
OPTIONS RESPONSES IN PERCENTAGE
DABUR 32 64 %
HIMALAYA 05 10 %HIMANI 05 10%
PARASUIT 02 04 %
NIHAR 04 08%
LOCAL 02 04 %
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64%
10% 10% 4%8% 4%
0
10%
20%
30%
40%
50%
60%
70%
Perc
SUGGESTIONS
So far as the Hair Oil is concerned, the Dabur is
the most reliable name in the market. Dabur is enjoying
highest market share in the Hair Oil market. Most people
favour Dabur for the Hair Oil.
3)Do you consume Dabur vatika hair oil?
OPTIONS RESPONSES IN PERCENTAGE
YES 35 70 %
NO 15 30 %
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70%
30%
SUGGESTIONS:
From the survey I made, I can suggest that the
Hair Oil has a good market. So company if want to expand
their practices in this field, it can surely jump into this
product.
4) How many times do you use Dabur vatika?
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14%
32%54%
Daily
Weekly
Monthly
SUGGESTIONS
Most of the Hair Oil users consume it daily as it ishelpful only if it is taken daily and regularly. There are
some who consume it weekly and some even monthly.
5) How long you are consuming Dabur vatika?
OPTIONS RESPONSES IN PERCENTAGEDAILY 27 54 %
WEEKLY 16 32 %
MONTHLY 07 14 %
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14%
42%44%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Perc
Suggestion
In the survey I found out that majority of the
people who answered are using the Dabur Hair Oil since
more than last five years and then comes the persons who
are using it since five years and at last the persons who
are using it since last one year. So the usage of the
product has been increasing day by day.
6)Why do you purchase Dabur vatika?
Option Response In percentage
< 1 year 7 14%
< 5 years 21 42%> 5 years 22 44%
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58%
10%
26%
6%0%
10%
20%
30%
40%
50%
60%
Perc
SUGGESTIONS
As the company is very well established in the
market and believes in the quality, it has got many
customers. Most of the Dabur consumers give importance
to the quality. Thus the company proves to be qualitative
in the market and need to maintain the quality of theproduct.
7) How do you come to know about the Dabur vatika?
OPTIONS RESPONSES IN PERCENTAGE
QUALITY 29 58 %
QUANTITY 05 10 %
PRICE 13 26 %BRAND
AWARENESS
03 06 %
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76%
10% 10% 4%
0%
10%
20%
30%
40%
50%60%
70%
80%
Advt. Word of
Perc
SUGGESTIONS
The promotional activities of the Dabur are very
systematic and progressive in the market. The
company advertises on the T.V. generally. It has got
good brand ambassadors like Amitabh Bachhan. Thus
most of the people come to know about Dabur every
now and then. Company needs to keep it continue.8) Are you satisfied with the price of Dabur vatika?
OPTIONS RESPONSES IN PERCENTAGE
ADVERTISEMENT 38 76 %
RETAILERS 05 10 %
WORD OF MOUTH 05 10 %
MAGAZINES 02 04 %
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56% 44%
0%
10%
20%
30%
40%
50%
60%
Perc
Suggestion
As we all know the Dabur is an old and very well
established organization in India. The products of
Dabur are qualitative and reasonable in price but now
the competition is increased very much in the market
and very cheap products are available in the market.
But yet majority of the consumers finds the pricing
of Dabur very reasonable only.
9) Are you satisfied the with Dabur vatika?
Option Response In Percentage
Yes 28 56%
No 22 44%
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84%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Perc
SUGGESTIONS
All the consumers who purchase the Dabur Hair Oil
go with the satisfaction on their face. The product
of the Dabur has given the satisfaction to their
customers. Thus the company produces very
satisfactory products.
10) If you are not using Dabur vatika than what isyour expectation?
OPTIONS RESPONSE IN PERCENTAGE
YES 42 84 %
NO 08 16 %
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64%
24%8% 4%
10%
20%
30%
40%
50%
60%
70%
Perc
SUGGESTION
So far the price, the quality, packaging and all
other promotional activities of the Dabur Company
are concerned it is best and reasonable than those
of the other competitors. Thus company needs to
maintain all the policies regarding the competitors in
the market.11) Are you aware about other Dabur product?
OPTIONS RESPONSES IN PERCENTAGE
LESS PRICE 32 64 %
BETTER QUALITY 12 24 % GOOD
PACKAGING
04 08 %
GOOD SCHEMES 02 04 %
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94%
6%0%
20%
40%
60%
80%
100%
Yes
SUGGESTIONS
As the company Dabur and its products are very
popular in the India, generally all of the people are aware
of the Dabur and its products. Specifically the Dabur
Hair Oil is the very famous among all. The company has
good image in the market. Thus company has manyopportunities.
12) Do you purchase regularly Dabbers products?
OPTIONS RESPONSES IN PERCENTAGE
YES 47 94 %
NO 03 06 %
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58%
42%
0%
10%
20%
30%
40%
50%
60%
Perc
Suggestion
Dabur Hair Oil is no doubt very popular in the
market but it is not true in each and every products of
Dabur Company. Thus the Dabur needs to do something
more in the way to make each and every product as
popular as the Dabur Hair Oil and some other.
Option Response In percentage
Yes 29 58%
No 21 42%
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effective and balanced advertising of all their products.
Only some major products are advertised. There are such
products of the company about which the public may not
have any information. On T.V. also we find advertisementof some popular of their products but not of all, the new
products advertisement is given only while the
introduction period.
The company doesnt take much help of Print
media to advertise. This is also a drawback of the
company. Company misses a larger segment of marketbecause of this.
3] OPPORTUNITIES
As the company is very popular and has a goodimage in the market it has got many opportunities. If we
consider the above mentioned matter, the company can
yet increase its market share and can become more
popular in the market if they focus on all round
advertising. If the newly launched products are given
importance as the other established products then
company will surly get the fruits. In my survey I alsofound that company is charging little high prices of some
of their products than the competitors. The company can
be benefited if it fight this matter with its competitors
and may get some more customers in the market.
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4] THREATS
Today, for each and every company the main
threat is of competition. Same way the Dabur India Ltd.
also has the same threats as others i.e. of competition.
Most of the products of the Dabur India Ltd. are facing
the competition with other F.M.C.G. and Ayurvedic
products manufacturing companies. And yet many more
companies of which most of are Multinationals areentering the market so the Dabur India Ltd. has the
threat of facing a large size of competition.
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91/97
91
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During my industrial training at Dabur India Ltd., I
had very good experiences in the organization. The
working staff at the Dabur India Ltd. is very polite and
coordinating. And this is the secret of their long lasting.
As we know Dabur India Ltd. was established in 1884 that
means it has been working since more than 100 years inthis field. This is the oldest organization in India.
The future of the Dabur India Ltd. is very
bright in the F.M.C.G. and Ayurvedic products. The stand
of the Dabur is very strong in the market as it is very
established organization in India, all people are aware of
Dabur products. The sales of the Dabur products havebeen increasing very effectively year by year. Thus, the
secret of their long lasting existing lies in the hard
efforts of workforce and brilliant management. Thus I
wish a bright future of the company.
Thus I conclude that the success in this
competitive business world needs hard working andproper management which is there in the Dabur India Ltd.
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Dabur India Ltd. is a well going business
organization with all the necessary inputs to get the best
output. They possess all the necessary machineries and
equipments to manufacture every F.M.C.G. and Ayurvedic
products. They also have enough workers to perform thework.
So really speaking there is no such thing that
can be suggested by me but one thing always comes to my
mind is that for such an industry who is quite profitable
and successful, it will be very much easy if it launches a
new product in the same field. They have just launched anew product named Dabur Chyawanshakti. They will easily
get the customers and even personnel to work in the
organization.
It is understandable for us that the company
can yet make a good and huge market for their products.
So it is suggested that if the company will go further itwill get a bright future in all other products as some
other popular products.
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MARKETING MANAGEMENT=> PHILIP KOTLER
MARKETING MANAGEMETN =>SHERLEKAR &
SHERLEKAR
Fundamentals Management => William Stanton
WEB SITE OF DABUR INDIA LTD. FOR GENERAL
INFORMAITON => www.dabur.com
http://www.dabur.com/http://www.dabur.com/