A PROJECT REPORT ON MARKET SHARE OF DABUR HONEY

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By : Mr. PANKJ KUMAR Roll No. :-------------

Under The Guidance Internal Guide : - Mrs VAISHALI SETH External Guide :- MrS---------------------

SINHGAD COLLEGE OF ARTS AND COMMERCE

NARHE PUNE 41

SINHGAD COLLEGE OF ARTS AND COMMERCE AMBEGAON, NARHE PUNE 41

CERTIFICATE
This is to certify that Mr. PANKAJ KUMAR OF T.Y.BBA HAS SATISFACTORY COMPLETED THE PROJECT REPORT onTHE SUBJECT market share of dabur honey as laid down by the Pune University. Year: 2011 Sem: T.Y. B.B.A Roll No: 65 Place: Pune

Internal Examiners Signature Principals Signature Dr. K.V. BACHUTE External Examiners

DECLARATION
I hereby declare that the project report entitled

MARKET SHARE OF DABUR HONEY

has been carried out and submitted to Pune University is my original work . The empirical findings in this report are based on the data collected by me. I have not reproduced from any report of University neither of this year or any previous year.

Date: Place: Pune Pankaj Kumar

SR. NO. 1.

PARTICULARS CHAPTER I INTRODUCTION Research Area Objectives Placed (a) Primary Data (b) Secondary Data Objectives Achieved Hypothesis of the Study Research Methodology & Research Plan (a) Primary Data Collection Sources (b) Secondary Data Collection Sources Limitation of the Study CHAPTER II History Awards Marketing Mix: Ps Details Organisational Structure Any Other Relevant Information CHAPTER III APPLICATION OF THEORY CHAPTER IV ANALYSIS OF DATA Question Tabular Representation Pictorial Representation Interpretation CHAPTER V FINDINGS & COCLUSIONS CHAPTER VI Suggestions and Recommendations Bibliography Annexure

PAGE NO.

2.

3. 4.

5. 6.

Chapter 1

Introduction

ACKNOWLEDGEMENT
I take the opportunity to express my gratitude to all of them who in more or other way helped me to accomplish this challenging project in Dabur. No amount of written expression is sufficient to show my deepest sense of gratitude to them. I wish to express my heartfelt thanks to Mr.Satyam Bhardwaj (Sri Krishna Enterprises) Kadamkuan. Patna, for their co-operation and guidance in successful completion of the assigned project. In the part of my study curriculum and in-class guidance in am indebt to all my faculties who has shared their knowledge and strengthen my conceptual framework in all the subjects I have gone through in this BBA Course. Without their guidance it would not be any possible to design any strategic plan or taking any strategic decisions. The project has given me a full exposure of the theoretical part which has been effectively followed in the practical part in an organization. I am also thankful to all the member of Dabur; who has given me valuable information in the part of my project.

PANKAJ KUMAR

INTRODUCTION
What is that life worth which can not bring comfort to others.
Dr. S.K. Burman (1856-1907) (The founder of Dabur)

A VISION TURNS A REALITY:

More than a century ago a young Indian doctor started with a vision to provide innovative and affordable healthcare products for Indian masses. Thus was born an organization, today known as Dabur India Limited. From the small dispensary in Calcutta in 1884, the organization has today grown into a corporation having significant presence in health and personal care markets in India and abroad with more than 100 years of understanding of consumer needs and ability it provides safe solutions from a deep understanding of Ayurveda, Dabur has sets its vision to strive for providing good health and well being to every household through its ten productions bases spread across India manufacturing a range of herbal, health and personal care products, foods Ayurvedic medicines and pharmaceuticals. Dabur products are also manufactured in Nepal, Egypt and Dubai. An ontological parental facility has just been established in the U.K. The company is served by a strong distribution network of C&F agents and distributors that ensures the presence of Dabur products in over 1.5 million retail outlets. At Dabur, key to our growth is knowledge of nature, which provides the basis, and use of modern research tools for superior understanding of this

knowledge for providing continuous innovation. Innovation in products, processes and method will drive Dabur to global leadership in health and personal care products .

RESEARCH AREAS

PATNA
BORING CANAL ROAD KADAMKUAN NALA ROAD GANDHI MAIDAN

RESEARCH OBJECTIVES Primary objective

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

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

Secondary objective
1.To know retailers and consumers perception about Dabur honey.

2.To check the satisfaction level of users.

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

4.To find out the sales planning of the marketing department.

OBJECTIVE ACHIVED

All the above mentioned objectives are achieved up to maximum possible extent

RESEARCH METHODOLOGY
Areas Research Design Sources of Information Data collection Method Types of questions Used : : : : : Patna Exploratory Primary Data Secondary Data Structured Non Disguised Questionnaire Open Ended Multiple Choice Close ended Dichotomous Target Group : Retailers Kids (6-10 Years) Ladies (Mothers) Sampling Method Sample Size : : Random Sampling Retailers -150 Kids-70 Ladies- 100

DATA COLLECTION METHOD Primary method

Questioning and observing are the two basic methods of collecting primary data. To collect good primary data, it is necessary to develop standardize forms to guide the procedure. When information is to be collected by asking questions from people who may have the desired data, a standardize form called Questionnaire is prepared. Questionnaire consists of list of questions to be asked from the respondents and space to record the answers/responses.

Secondary method

Data which is not originally collected but rather obtained from published or unpublished sources are known as secondary data. These data are usually Complied by government or non official bodies and are available somewhere freely. The various secondary sources for this project are:1) Employees of the organization.

2) Any published document. 3) Companys website.

LIMITATIONS OF MARKETING RESEARCH

1. It is highly expensive and time consuming. 2. Marketing research is carried out on customers,

dealers wholesaler retailers etc. who are human beings. Human beings have a tendency to behave artificially when they know that they are being observed. 3. Subjectivity is the main limitation of MR. It is very difficult to verify the research results. 4. The MR projects generally take longer time. The time by which the research results are presented market situation also undergoes a change. 5. The lack of appropriate training to researcher leads to misinterpretation of questions to be asked for data collection.

CHAPTER 2
PROFILE OF DABUR Type Founded Headquarters Key people Industry Products Chyawanprash, Hajmola & Real Revenue Website Public (NSE, BSE) 1884 Ghaziabad V. C. Burman Health Care, Food Dabur Amla, Dabur Vatika, Rs 1375,03 crore www.dabur.com

DABUR HISTORY
Dabur India Limited, established in 1884, is one of the oldest health and personal care companies of India. This young man, Dr. S.K. Burman, laid the foundation of what is today known as "Dabur India limited". From a humble beginning in 1884, as a manufacturer of traditional medicine in Calcutta, Dabur has come along way to become a multi-facet, multi- locational and multiproduct modern Indian corporation with a global presence. It now enjoys the distinction of being the largest Indian F.M.C.G. company and is poised to become a true Indian multinational. The phenomenal . Dr. S.K. Burman lays the foundation of what is today known as Dabur India Limited. Starting from a small shop in Calcutta, he began a direct mailing system to send his medicines to even the smallest of villages in Bengal. The brand name Dabur is derived from the words Da for Daktar or doctor and bur from Burman. progress has been many milestones.

AWARDS

PMIX

ANALYSIS BRAND STRENGTH / WEAKNESS

Elements of Marketing Mix Product Strengths Weaknesses

Price Packaging Packsizes

Brand Locality 66% Market Share (In value) 45% Market Share (In Volume) Most Selling Brand 40-Crore Brand Affordable Attractive Available in 5 packsizes No sachet / Plastic (50 gms, 100gms, Packaging 200gms, 500 gms and 1 Kg.)

Positioning Advertising Sales Promotion

Targeted to kids (i.e. 610 Yrs.) as a food item. Effective Reach No window hiring/ displays. Some retailers are unaware about the sale promotion schemes. Present gifts are less attractive. Less schemes for retailers to push the product. Widespread channel. two level

Distribution System

CHANGE IN MARKETING MIX OF DABUR 1. PRODUCTS The company has decided to enter businesses of soups and tomato puree under the Hommade brand and fruit drinks under Coolers. the all companies are trying to cover the market by launching the new product therefore Dabur is also trying to cover the marker with the launch of `Coolers', a fruit-based beverage in a ready-todrink format, Dabur Foods Limited on Thursday introduced its new brand in seven years. After major success of its `Real' brand of fruit juices, through `Coolers' the company

hopes to corner a chunk of beverages market that protects from excessive effects of heat during summer. The company invested Rs. 12 crores for the development of the new brand, which will be available in three variants Aam Panna, Pomegranate and Watermelon while Jamun drink will be launched shortly. `Coolers' brand of products will be 25-30 per cent cheaper than the `Real' juices. The new offering will be initially available in top 30 towns and 50,000 outlets. In the second phase, the distribution network would be expanded to 50 towns and one lakh outlets. The company enjoys 55 per cent market share in the Rs. 120-crore fruit juice market.

Dabur is planning to expand: Aiming to tap the fast growing home cleaning products market in the country, homegrown FMCG major Dabur is planning to expand its range of kitchen and home cleaners and freshners.
Dabur launches Hajmola Pudina: As I have mentioned in the previous page that Dabur launched the Hajmola Pudina In a bid to push the growth of its Hajmola brand, homegrown FMCG company Dabur India has extended the digestive range with the launch of a new variant - Hajmola Pudina. Further, the company also plans to undertake a host of consumer connects initiatives - by way of tie-ups with Highway Dhabas - to increase frequency of consumption by promoting post-meal consumption.

2. PRICE Price is one of the most effective marketing tools to promote a business because price conveys image, affects demand, and can help target a market segment. ... Every marketing strategy will have its own related pricing strategy. After running as a family business for over 100 years, when in late 1990s, the management of the Dabur was handed over to a team of professional managers, the new management faced a gigantic task of improving performance in several critical areas. In particular, working capital and cost management required urgent attention as the company's performance in these areas had been far from satisfactory. The then prevailing current ratio of 3:2 and quick ratio of 2:4 were considered too high and indicative of heavy unnecessary investments in working capital that would have a negative effect on company's profitability.

Efforts to improve the working capital efficiency were met with stiff resistance from various quarters, but finally yielded results. The case study discusses the measures taken to improve the
working capital and cost management performance, and how with concerted efforts the management turned around a highly inefficient working capital management into one of the most efficient in the FMCG sector of the Indian industry. In fact, the company seemed to have taken the matter to the other extreme of negative working capital, with the current ratio declining to 0:8 and the quick ratio to just 0.4 in 200405.

3. PLACE Shopkeepers selling Dabur India's consumer products would now learn marketing through roleplays staged by professional actors at their shops. As part of a recent initiative titled Astra, advanced sales training for retail ascendance, FMCG major has recruited 75 sales and HR managers across the country who would educate over 2,000 distribution channel partners of the firm about the complexities of sales and distribution through the audio-visual medium. Dabur is targeting sales growth of above 15 per cent after implementing Astra, which was unveiled in May, and expects nearly 40 per cent growth in sales through modern trade and institutions, like hotels. The company also will keep a tab on its performance on a monthly and quarterly basis. Dabur has a distribution reach of 25 lakh retail outlets across the country. About 75 per cent of the company's sales come form rural areas, hence, it has created the Astra training consultancy module in five vernacular languages, Bengali, Tamil, telungu, Malayalam and Kannada. The company also expects rise in consumer spending in the rural areas and plans to spread the initiative in the rural market. and distribution models. Under Astra, Dabur has categorised its sales and distribution channels into finer segments, such as key grocers, mass grocers, chemist, wholesale, small outlet and modern trade. The programme will address specific needs and expectations of each channel in the areas such as, trade activation programmes, trade promotion programmes, brand/SKU focus, merchandising and managing channel conflict.

Astra is a step ahead of Dare, driving achievement of retail excellence, introduced by the company in 2006. Dare was aimed at leveraging Dabur's brands performance in modern retail. Astra will encompass all the distribution channels including modern retail. 4. PROMOTION DABUR is focusing on the customer service

and to serve their customers they are customizing their products according to the customers need to

customize = to build, fit, or alter according to individual specifications. Customized service Customized service firms offer a variety of research services that are tailored to meet the clients specific needs.

ORGANISATIONAL STRUCTURE

CHAIRMAN

MANAGING DIRECTOR

DIRECTORS

GENERAL MANAGER

SALES MANAGER

AREA SALES MANAGER

SALES EXECUTIVES

SALESMAN

Other Information VISION

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

QUALITY POLICY
At Dabur, Quality is a relentless commitment to continuous improvements in product, process and systems to provides consistent quality products to meet our customers requirement worldwide. The management is fully committed to quality ensures all resources to accomplish this task. QUALITY OBJECTIVES To focus on its customers and successfully meet their needs and requirements. To manufacturers effective health care products at competitive prices and to improve the quality of life of the common masses. To implement systems to ensure prevention of errors either than detection of errors. To ensure global competitiveness by striving to achieve current good manufacturer practices (GMP). and

DABUR HONEY COMPETITORS

INDIAN BRANDS Mehsons Baidyanath Natural Way

Himani Zandu Charakh Himalayan Himflora Kashmiree Honey FOREIGN BRANDS Capilano (Australian) Lagneese (German) Fragata LOCAL BRANDS Parag Ankur ( Khadi Gram Udyog) Dadis ( Hoshiarpur) Kabliwala Tripta Hadras (U.P.) Mohuns Uttarakhand Bajaj Honeylime

CHAPTER 3

APPLICATION OF THEORY

MARKETING RESEARCH
Marketing research is defined as "The systematic and exhaustive search for the study of the facts relevant to any problem in the field of marketing. Marketing research is the function which links the consumer, customer and public to the marketer through information- information used to identify and

define marketing opportunities and problems, generate, refine and evaluate marketing actions, monitor marketing performance; and improve understanding of marketing as a
process.

Marketing research specifies the information required to address these issues; designs the method for collecting

information process; manages and implements the data collection

process; analyzes the results; and communicates the findings and their implications.

CHAPTER 4 ANALYSIS OF DATA

PRODUCT PUNCH LINE

OTHER PRODUCTS

6.0 ANALYSIS - I (RETAILERS) Question 1. What is the percentage of the retailers who keep honey and who do not keep honey?

INTERPRETATION It was observed that 8% of the retailers dont keep honey at al while 92% of the retailers do keep honey.

PRODUCT PROFILE
In its generic form, honey is a wonder product. If in western homes it is a term of endearment, in India, honey is traditionally seen as a health syrup. No company in the organized sector had seen business opportunity in honey, till the Dabur India Limited decided to source honey in large volumes from apiculturalists (bee -hive farmers) and market it, the company introduced branded honey in glass jars to the Indian market about a decade ago. The only big ogranisation selling honey at that time was khadi gram udyog that too unbranded produce from villages to the urban markets. Dabur found that the demand is low. Honey's usage was restricted to the world of therapy; used as a cough palliative, a skin conditioner or alternately as a base ingredient for other ayurvedic formulations. Dabur made a start of mass marketing its honey. By flowing honey through its distribution stream, all that the company had

achieved was placing the product within the urban consumer's reach. By the late 1980's, small regional brands had started getting stronger, although they were confined to small pockets by their lack of a wide distribution mechanism. This posed a danger. Other brands- Natural way (Golden Meadows), Allied's and Mehson's among them had started gaining recognition in the branded honey market. And some more were on their way in, some with fancy packaging to target the upmarket buyer. The small marketers were selling on price, which meant trouble for Dabur. 2004, Dabur Honey took to national level advertising for the first time, placing the brand on the purity platform. Growth came, at about 20 per cent, that was not satisfactory. In the year 2005, Dabur gave the brand's ad account to enterprise. At that time Dabur's ad spend for honey was a piffling Rs. 10-15 lakhs a year. It changed the traditional perception of Indian consumer about honey as a medicine to tasty, nutricious food on the breakfast table.

CONSTITUENTS OF HONEY
Total Dissolved Solids Sugars Fructose (Levulose) Glucose (Dextrose) Sucrose Other higher sugars Water Minerals: ( Potassium, Calcium, Magnesium, Iron, Copper, Manganese, Phosphorus, Sulphur, Chlorine and Traces of Chromium, Nickel, Tin, Silver, Gold etc. Acids: (Acetic, Buteric, Citric form ie, gluconic, maleic, lactic, succine etc.) Proteins and Amino Acids: (Proline, Phenylanin , Leucine, Valine etc.) Enzymes: (Invertase, Amylase or Diastare, Gluclose - oxidase etc.) Vitamins: Vitamin B-I or Thiamin, Vitamin B-2 or Riboflavin, Niacin, Vitamin B-6 or Pyridoxal, Vitamin C Traces Traces 0.25 0.2 0.5 38 37 2 0.5 20 Percentage 70-80

cnclusion

Taking into consideration the Dabur Honey which has market share of 66% (in value) and 44% (in volume). Its

annual sales are approximate 40 crores per annum. The total market of honey is 100 crores. The dabur honey was relaunched in 1994 as food items. There has been 12% in increase in sales from the last year, which is a positive sign. The company is now a days offering it as a food. It is being widely distributed and lot of money being spent on advertising and sales promotion. Reminder Advertising is important to remind the target market about the existence of the product.

RESEARCH OBJECTIVES

PROCEDURE OF MARKETING RESEARCH

Define Define the theproblem problem& & research researchobjectives. objectives.

Develop Developthe the research researchPlan Plan

Collect Collectthe the information information

Analyze Analyze the the information information

Present the Findings

RESEARCH DESIGN
A research design is simply a plan or framework for a study that is used in collecting and analyzing the data. This framework is to ensure that relevant information is collected and that too depending upon the objectives of the study. The research design can be classified into three categories-Exploratory, Descriptive and Casual. Exploratory research seeks to discover new relationships, emphasis on discovery of ideas. This research is used when very little is known about the problem being examined. The purpose of this type of research is to extract new insight into problem. The research design used for the project at hand is of exploratory in nature. Descriptive research attempts to determine the frequency with which something occurs or the relationship between two phenomenons. A casual research design is often adopted in order to discover and determine the cause and effect relationship.

SOURCES OF INFORMATION
It is necessary to prepare a list of the information, which is needed to attain the objectives. 1. PRIMARY DATA It consists of the original information or new data gathered specifically for the purpose. Questioning and observing are the two basic methods of collecting primary information.

2. SECONDRY DATA It consists of information that already exists somewhere having been collected for another purpose.

DATA COLLECTION METHOD

Questioning and observing are the two basic methods of collecting primary data. To collect good primary data, it is necessary to develop standardize forms to guide the procedure. When information is to be collected by asking questions from people who may have the desired data, a standardize form called Questionnaire is prepared. Questionnaire consists of list of questions to be asked from the respondents and space to record the answers/responses.

QUESTIONNAIRE DESIGN
While proceeding to design questionnaire, two key assumptions to be followed are: 1. The researcher assumes that the respondent is able and willing to communicate the desired data either verbally to an interviewer or in writing on a questionnaire form. 2. The researcher must assume that the information he/she obtains from the interview and the questionnaire is essentially about the respondent's verbal or written behavior. While constructing a questionnaire, the researcher should keep in mind two things: (I) (II) The objectives of the research project. The respondent's point of view.

Questionnaire designing consists of five steps as follows:

1. Specifying Data requirements. 2. Determining the type of questions to be used. 3. Deciding the number and sequence of questions. 4. Preparing the preliminary draft of questionnaire. 5. Revising and pretesting the questionnaire.

TYPE OF QUESTIONING TECNIQUES

There are four general methods of collecting data using the questionnaire techniques. There are as follows:1. Non Disguised, Unstructured Techniques. 2. Disguised, Unstructured Techniques. 3. Non Disguised, Structured Techniques. 4. Disguised, Structured Techniques. NON DISGUISED, STRUCTURED TECHNIQUES In this type of questionnaire, questions are presented with exactly the same wording and in exactly the same order to all respondents. The responses as well as questions are standardized. Data obtained is easier to tabulate and interpret. UNSTRUCTURED, NON DISGUISED TECHNIQUES In this type of questionnaire, the purpose of the study is clear, but the response to the question is open ended. Focus groups and Depth interviews tends to obtain more information from the respondents. UNSTRUCTURED, DISGUISED TECHNIQUES The unstructured-disguised questionnaire is developed when a respondent is not willing or cannot find words to express meaning to answer direct questions and his hidden motives remain unexpressed. Projective techniques are the examples of this type.

STRUCTURED, DISGUISED TECHNIQUES The structured -disguised questionnaire emerged as an attempt to secure the advantages of disguise in revealing subconscious, hidden motives and attitude along with the advantage in coding and tabulation common to structured approaches. The questions seeking the information were used. The main aim was to analyze the market of honey which was done by making questionnaires for the retailers, kids and ladies (mothers) who could give the maximum information. The type of questions used were closed-ended, open ended , multiple choice and dichotomous questions. A pilot survey was made to test the feasibility of the questionnaires.

ANALYSIS - I (RETAILERS)
Question 1. What is the percentage of the retailers who keep honey and who do not keep honey?

8%

92%

Who Keep Honey

Who Don't Keep Honey

INTERPRETATION
It was observed that 8% of the retailers dont keep honey at all while 92% of the retailers do keep honey.

Question 2.What is the percentage of the retailers who think that the gifts are attractive and unattractive

10%

10% 80%

Unattrative Scheme

Attractive Scheme

Can't Say

INTERPRETATION
It was observed that the 80% of the retailers told that there is no effect of the present gifts while 10% of them have said that they are attractive and remaining 10% were either uniformed about the gifts or they told nothing.

Question 3 How many retailers keep dabur honey and how many keep other brands?

4%

44%

52%

Keep Only Dabur Honey

Other Brands Including Dabur

Don't Keep Dabur Honey

INTERPRETATION
It was observed that 52% of the retailers keep only Dabur Honey while 4% of them don't keep Dabur Honey and remaining 44% of the retailers keep other brands also.

Question 4 What influence sale of dabur honey?

5% 2% 5% 10% 52% 9%

17%

Brand Name Advertisement Can't Say

Quality Promotion Scheme

Purity Easy Availability

INTERPRETATION
It was observed that 52% of the retailers have told that sale of Dabur Honey is due to its brand name, 17% said due to quality, 10% due to purity, 5% because of advertisement, 2% because of promotion schemes and 5% due to easy availability.

Question5 How many retailers complain about crystallization?

30%

70%

Complaints

No Such Complaints

INTERPRETATION
It was observed that 27% of the retailers complaint about the crystallized honey complaint. while remaining have no such kind of

Question 6 How many retaillers are satisfied with the margin provided?

39%

61%

Unsatisfied with margin Satisfied with margin

INTERPRETATION
It was observed that 61% of the retailers were unsatisfied while remaining were satisfied with the margin.

ANALYSIS II (KIDS)
Question : how many kids eat honey?

28%

72%

Don't Eat Honey

Eat Honey

INTERPRETATION
It was observed that 28% of the kids dont eat honey at all while remaining 72% do eat honey.

Question : How kids consume dabur honey?

13% 39%

48%

Plain

With Bread/ Milk/ Paronthas

Both

INTERPRETATION
It was observed that 39% of the kids consume plain honey, 48% consume it with bread, milk or paranthas and 13% of them consume it as both.

34%

66%

Consume once a day

More than once

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

26%

33%

7%

34%

As food items As Snacks As Medicine As Both ( Food Items & Snacks)

INTERPRETATION
It was observed that 33% of the kids consume honey as food items (At a specific time ie. in morning or evening), 34% of them consume it as snacks (ie. at any time of the day), 26% of them consume it as both snacks and food items. Remaining 7% consume it as medicine.

23%

53% 24%

Chess

Sketch Pen

Snake & Ladders

INTERPRETATION
It was observed that 53% of the kids prefer chess as free gift while 24% of them prefer sketch pens and remaining prefer snake & ladders as free gift.

1% 9%

90%

Seen and remember the Dabur advertisement Other advertisement

Not Seen the advertisement

INTERPRETATION:
It was observed that 90% of the kids have seen and remember the Dabur advertisement, while 9% have not seen the advertisement and 1% have seen the other brands advertisement.

ANALYSIS III (MOTHERS)

14%

86%

Don't Consume Honey

Consume Honey

INTERPRETATION
It was observed that 14% of the respondents dont consume honey at all.

35%

65%

Kids

Adults

INTERPRETATION
It was observed that 65% of the respondents said that kids consume honey the most, while 35% told that adults consume honey.

17%

44%

39%

Very Good

Good

Satisfied

INTERPRETATION
It was observed that 17% of the respondents are satisfied with Dabur Honey, Level of satisfaction for 39% of the respondents was good and for 44% of the respondents was very good.

21% 30%

24% 25%

Quality

Purity

Easy Availability

Brand Name

INTERPRETATION
It was observed that 34% of the respondents purchase Dabur Honey because of quality 27% because of purity , 26% due to easy availability, 23% due to brand name.

10%

90%

Consume Dabur Honey

Don't Consume Dabur Honey

INTERPRETATION
It was observed that 90% of the respondents consume Dabur Honey, while they remaining consume other brands.

17%

5% 40%

38%

500gms.

200gms.

1 Kg.

50gms. and 100 gms.

INTERPRETATION
It was observed that 40% of the respondents generally consume 500gms., 38% consume 200gms., 5% consume 1 Kg. And 17% consume 50 gms. and 100 gms.

THREATS
More and more branded honey is available in the market with five or six flavours. Competitive brands are giving more margin because of which retailers are least interested in selling the product. Complaints like granulation of honey (i.e. small sugar crystals) is affecting the sales. Foreign branded honey is now available in the market and is liked by the consumers. In areas like South Delhi, customers dont consider price to purchase market. the honey and the foreign honey is capturing the

OPPORTUNITIES
New flavours of honey can be introduced. New packaging like sachet and plastic packaging can be launched. In Ghaziabad, markets for expensive / Foreign honey has been developed as yet, so there are only few brands including local brands among which only Dabur is doing well.

CONCLUSION
This survey has revealed that the Ayurvedic industry is a very complex industry with a manufacturing process, which is sensitive and requires expert supervision. Dabur Honey also enjoy good brand loyalty. Fluctuating demand of Ayurvedic medicines is a problem with which companies have to contend. As in the case of Asavarishtas which enjoy good demand during season changes and warm months low demand in the other seasons , the demand is not met well by companies which fail to accurately predict this pattern and hence end up producing insufficient quantities when the demand is high and end up with excess inventory as the demand wanes. The companies fail to review their targets accurately to coincide with the decreasing levels of demand. Dabur Honey is under constant threat from it competitors and loosing its market share. Due to an inadequate budget for advertising, the company has been unable to promote and create a consumer base of its own. The Dabur Honey brand is a major player in the market. Though due to inefficient distribution and sales network its true potential is yet to be realized.

SUGGESTIONS & RECOMMENDATIONS

After the survey and the analysis, a lot of information was gathered which is being presented in the form of suggestions: As the honey is targeted to the kids, they are consuming honey in the same ways as suggested in the advertisement. so, if the consumption of honey has to be increased the new uses can be suggested. (eg, it can be used for preparation of cakes, jelly, squash etc.) To increase its consumption, it can be written on the bottle of the honey that for best results, use thrice a day for kids and twice a day for adults (as the case may be) For Sales promotion gifts like pencil box, it can be in the shape of the bottle of Dabur Honey. It is natural for honey to crystallize but consumers can be made aware about this fact because it is affecting the sales. More schemes like Seasonal Schemes can be given to the retailers. More and more displays like window hiring can be given for the retail outlets as it has been said that Jitna Dikhega Utna Bikega Sales promotion schemes like Price off or extra Amount can be given. Margin can be increased because other competitors are giving more margin due to which the retailers are least interested in pushing the brand (Mehsons is giving 36% margin).

 More detailed information about honey can be given on the companys Internet site. New packaging like Sachet or plastic packaging can be introduced. Plastic packaging for 1 kg. Honey was demanded by the consumers. Sales promotion gifts like ball, Badminton Racket, Pocket chess, small toys, cars etc can be given for kids. The main competitors are Mehsons, Natural way, Himani which are not the corporate brands as Dabur. The Brand like Mehsons can be purchased to kick it out from the market. Foreign brands like Capilano, Lagneese, Fragata are now available in the market and doing well in posh markets like South Delhi and sector 18, Noida where people dont consider the price to purchase the honey. Dabur can merge with the foreign brand and can do marketing for it. An awareness programme can be done in the schools like Mothers pride where gifts and posters can be given to the kids. Sales cam also be promoted by distributing small sachets and gifts to the children on the places like Appu Ghar through the Joker.

 Financial Express 5th July, 2005

DABUR HONEY NOW IN A TRENDY SQUEEZE PACK.
In a more concerted effort to position one of its top ten brandsDabur Honey-on the fun plank and draw the user group-kidsdirectly, Dabur India has launched the product in a trendy squeezy pack priced at Rs. 78 for a 400 gm pack. This squeezy packlaunched in the top four metros only- will be promoted through advertising which will begin in the next few weeks and PoS material that communicates the fun plank with the headline : Play With Your Food With Honey Squeeze Pack . In order to make the product appeal to the segment, the company also plans to change the old staid looking labels on the packs with company labels. The Rs. 40 crore brand has been repositioned twice in the last five years. In the first stage in 1994, Dabur Honey was repositioned on the food platform after the company found that the brand was perceived as a medicinal sweetener. That confined the bottle to shelves, only to be brought out occasionally. So in order to move it out of the kitchen cabinet on to the dining table, Dabur repositioned Dabur Honey as a taste enhancer and aimed its communication at housewives - it talked about using honey in lot of dishes right from salads to deserts to lemonades to chicken. "While that effort yielded results-the brand grew at five year CAGR of 30 per cent-it needed to find a way to increase the width and depth of usage to continue the pace of growth," says Sunil Duggal, Vice President, Sales & Marketing, Dabur. Till 1993-94, the category was growing at the rate of 20 per cent, annually.

So, late last year, it decided to narrow down its target audience from housewives to kids while continuing its strategy to position honey as a food product. The aim: to grow the market by promoting large scale/frequent consumption. The result from the second stage of repositioning, says Duggal, are currently being evaluated. "The real results will emerge now but the immediate challenge is to maintain the current growth rate," says Duggal. Besides the TV advertising campaign-honey khaake dekho jiDabur has supported the new positioning plank with various below the line activities targeting kids. These include giving away fun freebies such as comics and animal faced masks with 200 gm, 500gm and 1kg Dabur Honey. Besides, the company has undertaken a plantation awareness programme in more than 200 schools in Delhi. As part of the project, Dabur contacted more than 55,000 children of class II and III and provided booklets and poster to them. Dabur Honey claims to be the leader in the branded Honey market with a more than 50 per cent market share. The estimated size of the market is around Rs. 100 crore with a large unorganized sector. The brand expects to achieve a turnover of Rs. 45 crore in the current financial year. The brand spends about Rs. 4 crore on advertising.

Financial Express July 10, 2005

The net profit excludes a non-recurring income of Rs. 21.17 crore received by the company from sale of its 49 per cent stake in General de Confeteria Ltd. during the same period last year. The sales turnover grew by 6.2 per cent to Rs. 247.90 crore as against Rs. 233.53 crore during the period under the review. However, according to the company release, the sales turnover went up by 10 per cent on like to like basis after excluding its foods business that has been carved into a separate subsidiary. The company expects to record higher growth rates during the rest of the year as some new products are slated for launch during the second and third quarter. Recently, Dabur added a new variant to its Pudin Hara range. The board also approved a stock split of each equity share of Rs. 10 into 10 equity shares of Rs.1 which would lead to an increase in the number of shares of the company resulting in better liquidity. As a step towards professionalisation of Dabur's board, Dabur inducted SM Dutta and Sunil Duggal on the board of directors. While Dutta has formerly been the chairman of Hindustan Lever Ltd. (HLL), Duggal is the vice President-family products division, Dabur. The company has maintained its advertising and promotional expenditure at 11.5 per cent of sales and recorded healthy growth in the sales performance of some of its major health and personal care brands. While Vatika Shampoo grew by more than 100 per cent, Dabur Amla Hair Oil, Special Hair Oil and Dabur Honey by

12 per cent, Hajmola by 13 per cent and Ulgel, an antacid in ethnic flavour increased by 20 per cent. It's key pharmaceutical brand new Livfit recorded a growth of more than 100 per cent, the release added. During the quarter, the company made an additional investment of $ 3 million in Dabur Oncology Plc, the subsidiary set up in the UK to manufacture and market oncology formulations for European and US market.

BIBLIOGRAPHY

BOOKS Marketing Management Marketing Research LIBERARIES Khuda baks Library Sinha Library WEBSITE www.Dabur.com NEWSPAERS Business Standard Economic Times : : Philip Kotler Boyd

QUESTIONNAIRE (CHILDREN) 1. [i] Name [ii] Age . 2. Among the following which items do you consume? [i] [iii] [v] [vii] [i] [i] [iii] [i] [iii] [v] [vii] Jam Chocolates Honey Butter Yes Health Both (i) &(ii) Honey plain With Milk With Biscuits [ii] [iv] [vi] Chips Jelly Cheese

[viii] Cold Drinks [ii] [ii] [iv] [ii] [iv] [vi] No Taste Any other

3. Do you ask yourself for honey? 4. If YES (in question Three) why do you consume honey?

5. How do you consume honey ? With toast/Bread With Ice-cream With Nibu Pani

With Parathas/Roti

[viii] Any Other (Specify) [i] [ii] [iii] [iv] [v] [vi] [vii] At breakfast With snacks In tiffins With friends

6. When do you consume honey?

When you want to have something for fun Whenever you feel like having something sweet Along with lunch/ dinner

[viii] Any other (Specify) . 7. How many times do you take honey in a day? [i] [iii] Once Thrice [iv] [ii] Twice Any other (Specify)

. 8. Have you seen any advertisement of honey on television? [i] Yes [ii] No 9. If yes (in question six), which advertisements? .... . 10. [i] [iii] [v] 11. [i] 12. [i] [iii] Which T.V. Channels? Sony Zee Network Doordarshan the advertisement? Yes T.V. Family [ii] [ii] [iv] No Friends Who encourage you to take Dabur honey? Any other (Specify)... [ii] [iv] [vi] Star Plus Cartoon Network Any other (Specify)...

Have you decided to purchase Dabur honey after watching

QUESTIONNAIRE 1. PERSONAL DETAILS Name: _____________________________________________ M/F _______________________________________________ Address/Tel. ________________________________________ Age _______________________________________________ Occupation _________________________________________ Income:(i) (ii ) Below Rs. 5,000 - Rs. 5,000 Rs. 10,000 Rs. 15,000 (ii) (iv) (vi) Ketchups Cheese Chips (viii) Any other (specify)

(iii ) Rs. 10,000

(vi ) Rs. 15.000 & above 2. From the following which items do you consume? (i) (iii) (v ) Jam Honey Butter

(vii ) Cold drinks

3. Who consumes honey the most ? (i) (iii ) (v) Children (ii) (iv) Yourself Family Husband

Any other (specify)

4. Do children ..? (i) (ii) Ask for it You give it yours self

5. How do kids consume honey?

(i) (iii) (v)

Honey plain With Milk With Biscuits

(ii) (iv) (vi)

With toast/Bread With Ice-cream With Nibu Pani (viii) Any Other

(vii) With Parathas/Roti (Specify) 6. How do adults consume honey? (i) (v) Honey plain With Biscuits

(ii) (iv) (vi)

With toast/Bread With Ice-cream With Nibu Pani

(iii ) With Milk (vii) With Parathas/Roti .. 7. When do you take honey? (i) (ii) (iii) (iv) (i) (iii) At breakfast

(viii) Any Other (Specify)

Any times of the day as a snacks As when need arise Any other (specify) Taste Both (i) & (ii) (iv) Any other (specify) (ii) Health

8. Why do kids consume honey?

9. Why do adults consume honey? (i) (iii) Taste Both (i) & (ii) (iv) Any other (specify) 10. When do you usually decide your purchase of honey? (ii) Health

(i) (ii) (iii) (i) (iii) 13. (i) (iii) 14. (i) (iii) 15. (i) (iii)

As on when need arises With monthly grocery list Any other ( specify) Winter Rainy season Branded Local Brand (iv) Any other (Specify) (ii) (iv) (ii) Summer Whole year Unbranded

11. In which season do you purchase honey mostly?

Do you buy ?

... Which brand comes to your Mind first when you heard of the Dabur Himani (iv) Any other (Specify) ... Which brand do you consume? Dabur Himani (ii) (iv) Zandu Any other (Specify) (ii) Zandu word "Honey"?

16. (i) (iii) (v)

If answer is (a) in Q. fifteen what do you like the most? Purity Price Packsize (vi) (ii) Quality (iv) Packaging Easy availability

(vii ) Brand name (ix) 17. (i) (iii) (v ) 18. (i) (iii)

(viii)

Free gifts

Any other (Specify) Which packsize do you normally purchase? 50 gms. 200 gms. (ii) (iv) 100 gms. 500 gms.

...

Any other (specify) From where do you buy Dabur honey generally? Medical store (ii) (iv) General store Departmental store Any other (Specify)

19. Who influence the buying decision? (i) (iii) 20. Children Family (ii) (iv) Friends Any other (specify)

What is your monthly consumption of Dabur honey ? .... 21. (i) (iii ) Your level of satisfaction:Very good Satisfy (ii) (iv) Good Any other (Specify)

22. Your Suggestions : .. . . .. . .

QUESTIONNAIRE (RETAILERS) 1. Do you keep honey ? [i] Yes 2. Which brands do you have ? [i] Dabur [iii] Zandu 3. Which brand do you sale mostly? [i] Dabur [ii] [iii] Zandu [iv] . 4. Do customers ask for simply honey or branded honey? [i] Yes [ii] No 5. Which brands? [i] [iii] Dabur Zandu [ii] [iv] Himani Any other [specify] Himani Any other [specify] [ii] [ii] [iv] No Himani Any other (specify)

6. (If answer is one in question five) which pack sizes of Dabur honey do you have? [i] 50 gms. [ii] 100 gms. [iii] 200 gms. [iv] 500 gms. [v] Any other (specify) . 7. Which packsizes do you sale mostly? [i] 50 gms. [ii] 100 gms. [iii] [v] 200 gms. [iv] 500 gms. Any other (specify)

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

9. Why customers go for Dabur ? [i] Purity [ii] [iii] [v] [vii] [ix] 10. [i] Price Packsize Brand name Any other (Specify) [iv] [vi]

Quality Easy availability Packaging [viii] Free gifts

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

11. What do you think that more consumption of Dabur Honey depends upon season also? If Yes ? [i] Winter [ii] Summer [iii] 12. [i] [iii] 13. [i] 14. [i] [iii] Rainy Season [iv] Any other (specify) What is your monthly sale ? In gms. [ii] In kgs. Any other (specify) .. Are you satisfied with your margin ? Yes [ii] No How is your relation with distributors? Very Good [ii] Satisfy [iv] Any other (specify) .. 15. Yours Suggestions: Good