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A case study on
‘‘Market Expansion Strategy Of Dabur With
Special Reference To Dabur Chyawanprash
for Rural Market in India’’
Vikas Misar 2
THE SIZE OF RURAL MARKET
India is one of the largest economies in the world in
terms of purchasing power and has a strong
middle class base of 300 million. Around 70 per
cent of the total households in India (188 million)
resides in the rural areas. The total number of
rural households are expected to rise from 135
million in 2001-02 to 153 million in 2009-10. This
presents the largest potential market in the
world. The annual size of the rural FMCG market
was estimated at around US$ 10.5 billion in 2001-
02. With growing incomes at both the rural and
the urban level, the market potential is expected
to expand further. Vikas Misar 3
COMPANY OVERVIEW
Vikas Misar 7
Vikas Misar 8
SWOT ANALYSIS OF DABUR
STRENGTHS WEAKNESS
-- Strong presence in well defined niches (like value added -- Seasonal Demand (chyawanprash in winter)
Ayurveda specialities) -- Low Penetration (Chyawanprash)
-- Core knowledge of Ayurveda as competitive advantage -- High price
-- Strong Brand Image -- Limited differentiation
-- Product Development Strength -- Unbranded players account for the 2/3rd of the total
-- Strong Distribution Network market
-- Extensive Supply Chain
-- IT Initiatives
-- R & D – a key strength
OPPORTUNITIES THREATS
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A SUMMARY TABLE OF THE
MARKETING MIX
The following table summarizes the marketing mix decisions, including a list of some of the
aspects of each of the 4Ps.
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OBJECTIVES OF THE STUDY
• To understand the demand pattern of Dabur
Chyawanprash products in the rural market.
• To know the amount of household income
spent on the consumption of FMCG products
of Dabur
Dabur..
• To understand the image of the products in
the eyes of the consumers.
• To analysis market petition strategy of Dabur
for rural market.
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RESEARCH METHODOLOGY
Data collection
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DATA ANALYSIS - CONSUMER
2. PREFERRED BRAND
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DATA ANALYSIS - CONSUMER
3.SATISFACTION LEVEL
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DATA ANALYSIS - CONSUMER
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DATA ANALYSIS - CONSUMER
5.HOW DID YOU COME TO KNOW ABOUT THIS BRAND
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DATA ANALYSIS - CONSUMER
6. UNAVAILABILITY OF PREFERRED BRAND
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DATA ANALYSIS - CONSUMER
7. PREFERRED PACK SIZE
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DATA ANALYSIS - CONSUMER
8. REASON TO SELECT PREFERRED PACK SIZE
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DATA ANALYSIS - CONSUMER
9. FREQUENCY OF PURCHARE
60
50
40
PERCENTAGE
30
20
10
0
ONE MONTH TWO MONTHS SIX MONTHS
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DATA ANALYSIS - CONSUMER
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DATA ANALYSIS - CONSUMER
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RETAILER SURVEY RESULTS
1. Which brands of Chyawanprash do you stock?
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RETAILER SURVEY RESULTS
2.Out of these which are the most preferred?
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RETAILER SURVEY RESULTS
3. According to you what are the reasons for
customers’ preferences?
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RETAILER SURVEY RESULTS
4.What is the profile of your typical consumer?
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RETAILER SURVEY RESULTS
5.What schemes are you offered by the
companies?
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RETAILER SURVEY RESULTS
6.What schemes does a consumer prefer
most?
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RETAILER SURVEY RESULTS
7.According to you, does in-store advertising have an
affect on the consumers’ preference?
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RETAILER SURVEY RESULTS
8.Do a change in price affect their preferences?
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RETAILER SURVEY RESULTS
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RECOMMENDATIONS
• Focus on growing core brands across categories.
• Reaching out to new geographies, within Sahapur area.
• Improve operational efficiencies by leveraging technology.
• Be the preferred company to meet the health and personal
grooming needs of our target consumers with safe,
efficacious, natural solutions by synthesizing the deep
knowledge of ayurveda and herbs with modern science.
• Provide consumers with innovative products within easy
reach.
• Position Dabur Chyawanprash as not more of a medicine
but as something which is necessary for health.
• More initiatives like “ Dabur ki Deewar” to increase brand
visibility. It is an initiative to occupy shelf space.
Vikas Misar 35
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage
market in full swing. The consumer’s patriotic love for tea
and coffee is unfared. Chyawanprash are yet to establish
their supplement use in the average household here in
lies the great opportunities. Within the market, it is safe
to conclude that dabur has hit off ratherwell with the
masses. Dabur has clearly lost it head start advantage
and thereby acquiring just 35% of the market share while
others enjoys rest of the market share. This could be well
attributed to dabor successful ATA (Availability, Taste and
Affordability) marketing module, the attributes most
rated by the consumers. Lack of publicity has hampered
the growth progress of the brand so aggressive
advertising is needed to promote Chyawanprash.The
brands such as that of Chyawanprash by vednath,
Chyawanprash with its ‘sonacahndi, ‘Minute- made’ and
also US food giantssDel Monte are ready to hit the
Chyawanprash market very soon.
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THANK YOU
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