SUMMER TRAINING PROJECT

ON

MARKETING STRATEGIES

OF DABUR

Submitted in the partial fulfillment of the requirement for the degree of MASTER OF BUSINESS ADMINISTRATION (MBA) TO MAHARISHI DAYANAND UNIVERSITY ROHTAK

SUBMITTED BY YOGESH TANWAR Roll No. 0905051 MBA (III Sem

SUBMITTED TO MS. TEENA GUPTA

GURGAON COLLEGE OF ENGINEERING

BILASPUR SESSION: 2009 !! AUG. 20!0

DECLARATION
I! Y"#$%& T'()'*+ R",, N". 090-0-!+ C,'%% MBA (III S$.) of G/*#'"( C",,$#$ "0 E(#1($$*1(#+ B1,'%2/*+ hereb" de#lare that $ummer training pro%e#t entitled& 'M'*3$41(# S4*'4$#1$% "0 D'5/* I(61' L46.7 i$ an original (or) and the $ame ha$ not been $ubmitted to an" other in$titute for the a(ard of an" other degree. A $eminar pre$entation of the training report (a$ made on 84& J/($+ 20!0 4" 2(6 A/#/%4+ 20!0 and the $ugge$tion$ $ appro*ed b" the fa#ult" (ere dul" in#orporated.

P*$%$(4'41"( I( 9&'*#$

S1#('4/*$ "0 4&$ C'(616'4$

S1#('4/*$: N'.$ "0 4&$ F'9/,4::

C"/(4$*%1#($6 D1*$94"* "0 4&$ I(%414/4$

ACKNOWLEDGMENT
M" $in#ere than)$ to M%. T$$(' G/24'+ F'9/,4: M$.5$*+ G/*#'"( C",,$#$ "0 E(#1($$*1(#+ B1,'%2/*+ for her *aluable guidan#e and $upport at all time. I am grateful to all the emplo"ee$ of +abur India ,td de$er*e $pe#ial than)$ for their #ooperation and help in the #olle#tion of ne#e$$ar" and rele*ant material for thi$ $ummer training pro%e#t. Al$o! I do than) and remember m" friend$ for their effort and helping hand. -*er" effort ha$ been made to enhan#e the qualit" of (or). .o(e*er! I o(e the $ole re$pon$ibilit" of the $hort#oming! if an"! in the $tud".

YOGESH TANWAR Roll No. 0905051 MBA (III SEM)

PREFACE

PREFACE
Indian -#onom" ha$ undergone a radi#al tran$formation in the la$t three de#ade$. /he di$#o*erie$ and in*ention in *ariou$ field$ of life i$ perhap$ be the rea$on$ for thi$ tran$formation. /he mar)eting $trateg" in India (hi#h (a$ pra#ti#ed in the olden da"$ ha$ either been #hanged or been refined $o a$ to ad%u$t (ith thi$ d"nami# (orld. If (e #on$ider the earl" "ear$ of de*elopment of our e#onom". It i$ ob$er*ed that the produ#er0$ #on$umer$ a$ (ell a$ produ#tion and #on$umption i$ be#oming more and more #omple1 and $pe#iali2ed . /he #on#ept of gi*ing more #u$tomer $ati$fa#tion ha$ been #hanged . T&$ 2*$%$(4 $.2&'%1% 1% "($ .'44$*% "0 2*";161(# ' 9".2,$4$ <P,$'%/*$= "* <6$,1#&4= 4" 4&$ 9/%4".$*% $;$*: )',3 "0 ,10$. In the light of the pre$ent mar)eting $#enario! through thi$ pro%e#t 34ith the #hange of poli#ie$ in Budget 500675008! .o( +abur #an in#rea$e it$ mar)et $hare in food 9rodu#t$: empha$i$ on mar)eting. M" t(o month$ of training! in +abur India ,td. enabled me to $tud" and (iden the intelle#tual hori2on (ith a pra#ti#al $en$e in the #on#ept of mar)eting in real life.

THEORETICAL CONCEPT

THEORETICAL CONCEPT

AREA OF SPECIALISATION Mar)eting! more than an" other bu$ine$$ fun#tion deal$ (ith #u$tomer$. ;reating #u$tomer *alue and $ati$fa#tion are the heart of modern mar)eting thin)ing and pra#ti#e. Sound mar)eting i$ #riti#al to the $u##e$$ of an" organi$ation7 large or $mall! for profit or non7profit! dome$ti# or global. ,arge for7profit firm$ $u#h a$ M#+onnell0$! Son" <ed -1 u$e mar)eting! but $o do non7profit organi$ation$ $u#h a$ #ollege$! ho$pital$! mu$eum$ and e*en #hur#he$. Man" people thin) of mar)eting onl" a$ $elling and ad*erti$ing. .o(e*er! $elling and mar)eting are onl" the tip of the mar)eting i#eberg. /oda"! mar)eting mu$t be under$tood not in the old $en$e of ma)ing a $ale7 3telling and $elling:7 but in the ne( $en$e of $ati$f"ing #on$umer need$. If a mar)eter doe$ a good %ob of under$tanding #on$umer need$= de*elop$ produ#t$ that pro*ide $uperior *alue= and pri#e$! di$tribute$ and promote$ them effe#ti*el"! the$e produ#t$ (ill $ell *er" ea$il". that (or) together to affe#t the mar)et pla#e. Mar)eting i$ a $o#ial and managerial pro#e$$ b" (hi#h indi*idual$ and group$ obtain (hat the" need and (ant through #reating and e1#hanging produ#t$ and *alue (ith other$. So ! Mar)eting Management i$ defined a$ the anal"$i$! planning! /hu$ $elling and mar)eting are onl" a part of a larger 3mar)eting mi1:7 a $et of mar)et tool$

implementing and #ontrol of program$ de$igned to #reate! build and maintain benefi#ial e1#hange$ (ith target bu"er$ for the purpo$e of a#hie*ing

organi$ational ob%e#ti*e$.

Mar)eting

management in*ol*e$

managing

demand! (hi#h in turn in*ol*e$ managing #u$tomer$ relation$hip$. /he ba$i# ta$) of mar)eting i$ the deli*er" of total offer to the #on$umer i$ $u#h a manner that a b the offer fulfill$ the need$ of the #on$umer the term and attribute$ of the offer are a##eptable! and benefi#ial to the #on$umer! and # All the organi$ational goal! in#luding profit$ are a#hie*ed in the pro#e$$. /he #on#ept of mar)eting tou#he$ e*er" $phere of one0$ life. It i$ through mar)eting! the $tandard of li*ing i$ de*eloped. A $u##e$$ful bu$ine$$ require$ mar)eting a$ it$ )e" fa#tor. /he firm mar)eting! in the traditional $en$e mean$ >Ma)ing $ale0 but in the modern era! thi$ ha$ #hanged. No( the empha$i$ i$ laid on > $ati$f"ing the #u$tomer$ need0 rather than $elling the arti#le$. /herefore the re#ent defination of mar)eting (ould be >the fulfillment of need$ b" the tran$a#tion$ and e1#hange$ of produ#t$ through the media of mar)et$ in a > $ati$f"ing manner0. No(7a7da"$ there a *a$t *arietie$ of mar)eting $trategie$ are de*eloped b" the #ompanie$ to promote the $elling! but tho$e #ompanie$ (hi#h are gi*ing importan#e to a #u$tomer0$ (ant$ (ill be $u##eeded in their attempt$. So among the #ompanie$ in*ol*ed in the #ompetition ! the one (hi#h under$tand the #u$tomer0$ (ill thri*e and other$ (ill peri$h a$ the $a"ing goe$ $truggle for e1i$ten#e and $ur*i*al of the fitte$t. It the on going $tud" *ariou$ attempt$ ha*e been made to under$tand the ta#ti#$ of +abur. A$ a re$ult of the #ompetition$ a #ompan" ha$ to find ne( orientation$ to bring about e1#hange$ for the purpo$e of $ati$f"ing need$ and (ant$. Mar)eting de#i$ion i$ one of the important tool$! a #ompan" ha$ to

ta)e in it$ long run. Mo$t of the mar)eting de#i$ion$ are ba$ed on 9rodu#t$! it$ pri#e and the (a" in (hi#h the $elling #an be promoted. DABUR INDIA LIMITED Over hundred years of caring....... +abur #ommen#ed operation$ in 1??8 and i$ toda" a multilo#ational! multiprodu#t enterpri$e. /he ;ompan" ha$ ma%or intere$t$ in health and beaut" #are. +abur i$ a leader in A"ur*eda 7 the traditional Indian health #are $"$tem. /he ;ompan" manufa#ture$ and mar)et$ a range of on#ologi#al$. +abur i$ one of the fe( #ompanie$ in the (orld to produ#e 9a#lita1el 7 an anti #an#er drug. /he ;ompan" ha$ de*eloped it$ o(n e#o7friendl" pro#e$$ to manufa#ture thi$ drug from ra( material $tage. /he ;ompan" ha$ 15 manufa#turing plant$ in India! Nepal and -g"pt. +abur produ#t$ are al$o manufa#tured in +ubai. +abur ha$ tran$national net(or) of 19 offi#e$ $er*i#ing both rural and urban mar)et$ in India. /he #ompan" ha$ $ale$ and mar)eting offi#e$ in +ubai and ,ondon.. +abur produ#t$ are a*ailable in o*er 50 #ountrie$. +abur ha$ #ollaborated (ith leader$ in their field$ to $et up %oint *enture$ in India. /he %oint *enture (ith Agrolimen of Spain! @eneral +e ;onfiteria India ,imited! manufa#ture$ #onfe#tionerie$. +abur International ,imited! the %oint *enture$ (ith Bon @rain of <ran#e! (ill manufa#ture $pe#iall" #hee$e. +abur ha$ #ollaborated (ith A$em of I$rael to manufa#ture ba)er" $pe#iall" and another food produ#t$. D'5/* I(61' L1.14$6 I4% &1%4"*19', 5'93#*"/(6 '(6 14% #*")4& +abur #ommen#ed operation$ in 1??8 and i$ toda" a multilo#atonal! multiprodu#t enterpri$e. /he ;ompan" ha$ ma%or intere$t$ in health and beaut" #are. +uring the late nineteenth #entur"!mo$t allopathi# medi#ine$ (ere out of the rea#h for the *a$t ma%orit" of the Indian population! both in term$ of pri#e and a*ailabilit". /hi$ promoted a do#tor from ;al#utta! +r. S.B. Burman! to

e$tabli$h a ;ompan" in order to pro*ide lo( pri#ed alternati*e in the form of a traditional Aur*edi# medi#ine$. /he #ompan" in que$tion (a$ #alled +abur (hi#h later be#ame in#orporated a$ +abur India limited! after merging (ith Cidogum and #hemi#al ,td 19?D. /he #ompan" (a$ $tarted b" Burman famil" and ha$ #ome a long (a". /he dream of be#oming a R$ 1000 #rore ;ompan" b" the turn of the #entur"! (hi#h it ha$ $hared a$ a promi$e (ith pro$pe#ti*e in*e$tor$ during it$ 199E publi# i$$ue! #ould (ell #ome true. It$ $u#h refre$hing #hange. In a #orporate battlefield littered (ith the #orpe$ of the familiar feud$! +abur0$ $tor" of $u##e$$ion ha$ been relati*el" $mooth. All highl" qualified profe$$ional$ in *ariou$ di$#ipline$! the Burman #lan$men ha*e ea#h been a$$igned #riti#al but (ell7defined role$ that #omplement not $upplement on another. Moreo*er! it i$ one hou$e (here tra$ition ha$ been an integral part of it$ hi$tor". /oda" +abur $tand$ at the ther$hold of a ma%or di*er$ifi#ation! e1pan$ion and globali$ation programme that i$ aimed at tran$forming the on#e #lo$el"7held famil" #ompan" into a profe$$ional group (ith intere$t$ $u#h a$ di*er$e a$ toiletrie$ and pharma#euti#al$ and held produ#t$. 9i*otal to thi$ effort and re$our#e$. In one deft $tro)e! the Burman famil" plan$ to dilute it$ holding$ in the group b" 50 per#ent b" offering R$ 58 #rore (orth of $hare$ at a premium of R$ ?5 ea#h to finan#ial in$titution$! <II0$ and the publi#. It i$$ued bonu$ $hare$ to e1i$ting $hareholder$ in the ratio of 8&1. /ogether! thi$ (ill hi)e the #ompan"0$ paid up #apital from R$ 8.5D #rore$ to R$ 5?.8E #rore$. In order to e1pand internal $our#e$ are no enough. /raditionall" )no(n for it$ A"ur*edaFethi# produ#t$! (ith (ell )no(n herbal ba$e$ +abur ;h"a(anpra$h! .a%mola! 9udin .ara! +abur Amla hair oil the #ompan" ha$ retrained thi$ aura (ith e*en ne( produ#t$ (hile at the $ame time entering modern area$ of bu$ine$$.

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/he #ompan" manufa#ture$ and mar)et$ a range of on#ologi#al$. +abur i$ one of the fe( #ompanie$ in the (orld to produ#e 9a#lita1el and anti7#an#er drug. /he #ompan" ha$ de*eloped it$ o(n e#o7friendl" pro#e$$ to manufa#ture thi$ drug from ra( material $tage. /he #ompan" ha$ 15 manufa#turing plant$ in India! Nepal! and -g"pt. +abur produ#t$ are al$o produ#ed in +ubai.+abur ha$ a tran$national net(or) of 19 offi#e$ $er*ing both rural and urban mar)et$ in India. /he #ompan" ha$ it$ $ale$ and mar)eting offi#e$ in +ubai and ,ondon. +abur produ#t$ are a*ailable in o*er fift" #ountrie$. +abur ha$ #ollaborated (ith leader$ in their field to $et up a %oint *enture in India. /he %oint *enture (ith Agrolimen of Spain! @eneral +e ;onfiteria India ,imited! manufa#ture$ #onfe#tionerie$. +abur International ,imited! the %oint *enture (ith Bongrain of <ran#e! (ill manufa#ture $pe#ialit" #hee$e.+abur ha$ #ollaborated (ith A$em of I$rael to manufa#ture ba)er" $pe#ialitie$ and other food produ#t$. <rom R$ 5 #rore #ompan" in 19E1 to R$ 61D #rore #ompan" in 1996 to a R$ 1050 #rore #onglomerate no(. /he rethin)ing (ithin the Burman famil" began %u$t before +abur0$ maiden 9ubli# i$$ue in 1996. Intro$pe#tion into produ#t portfolio! anal"$i$ of mar)et$ and di$tribution afre$h. A.<. <ergu$en (a$ appointed to e1amine po$$ibilitie$ and #ome up (ith $ugge$tion$ that (ould help +abur a#hie*e it$ turn of the #entur" target$. <rom a #lo$el" help group in earl" 19900$! the o*er E00 #rore +abur group ha$ di*er$e intere$t$! ranging from pharma#euti#al$ to #o$mmeti#$ to food produ#t$ to in$uran#e. /he different produ#t range$ that +abur offer$ in different $egment$ are &7

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P&'*.'9$/419',% : ;"to$tati#$! Anti Ba#terial$! Anti .i$timine$! Anti Gl#erant$ and Antia#id$! Analge$i#$ and Anti +iarrhoeal$! and Anti ."perten$i*e. C"%.$419% : S)in Nouri$her$ and /onner$! Moi$turi$er$ and Sun 9rote#tor$! ;leaner$! <a#e Ma$)$! .air Ail$ and Citali2er$! hair 4a$h and ;leaner$. F""6% : <ruit Hui#e$ and .omemade #oo)ing. F'.1,: P*"6/94% : .air ;are 9rodu#t$! +entifri#e! Sherbet$! .one" and <ood Additi*e$. P*"6/94 0"* G,"5', M'*3$4% : Soap$! Shampoo$! Sha*ing ;ream$! ;oo)ing oil$ and other $ele#t produ#t$ from +abur range. A:/*;$619 S2$91',141$% : ,i*er /oni#$! ;ardioprote#ti*e$! Anti Arthriti#! ."pogl"#ami#! Re%u*enator$! Anti +iarrhoeal$ and Bo(el Regulator$. V$4$*1('*: P*"6/94% : +ige$ti*e! Gterine /oni#$! Ae$tru$ Indu#er$! ,i*er /oni#$ +ermatologi#al$ and Anti Stre$$. /raditionall" )no(n for it$ a"ur*edi#Fethi# produ#t$! (ith (ell )no(n herbal ba$e$. +abur ;h"a(anpra$h! .a%mola! 9udin .ara! +abur Amla .air Ail the #ompan" ha$ intere$tingl"! retained thi$ aura (ith e*en ne( produ#t$. 4hile at the $ame time entering more modern area$ of bu$ine$$. +abur .one"! for in$tan#e! an attempt to brand hone"! an old age #ommodit" fa*ourite (ith Indian$. An the other the #ompan" ha$ entered into ne(7age area$ $u#h a$ #o$meti#$ and pe#)ed food Al$o an an*il and per$onal #are produ#t$ through tie7up$ (ith multinational$. In 1998 the ne(7age +abur emerged! fre$h from the $u##e$$ of it$ maiden publi# i$$ue! (hen the Burman$ de#ide to de#entrali$e the #ontrol on da" to da" affair$. Al$o a de#i$ion (a$ ta)en to #on*ert the three #ore bu$ine$$ of

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health#are! famil" #are and a"ur*edi# $pe#ialitie$ into independent profit #entre$! ea#h (ith it$ o(n mar)eting and di$tribution $et up. /he #ompan" ha$ $i1 profit #entre$&7 .ealth#are produ#t$ di*i$ion. <amil" produ#t di*i$ion. A"ur*edi# $pe#ialitie$ di*i$ion. A"ur*edi# di*i$ion. 9harma#euti#al di*i$ion. -1port di*i$ion.

/hi$ (a$ done not onl" to in#rea$e *i$ibilit"! but al$o to gi*e the profe$$ional$ more time of fo#u$ on e1i$ting produ#t$ (ith the $#ope and freedom for ea#h di*i$ion to enhan#e their mar)et pre$en#e (ith additional produ#t$. /he $trategi# rationale for $hift from +abur0$ inherited bu$ine$$ i$ that the A/; drug$ li)e .a%mola! ;h"a(anpra$h and 9udin .ara! a##ount$ for 60I of the bu$ine$$. +abur ha$ more than D0I $hare of the branded ;h"a(an7pra$h mar)et. /he mar)et $hare of dige$ti*e li)e .a%mola and 9udin .ara abo*e ?0I. /he high profile di*er$ifi#ation0$! $pe#iall" in food$ and #o$meti#$! i$ all $et to build no that fran#hi$e. +abur ha$ range of o*er 500 produ#t$ #o*ering .ealth and Beaut" #are! Bul) +rug 9harmaeuti#al$! Animal .ealth ;are! <ood$! ;o$meti# and Natural @um$. /he $trategi# rationale for the $hift from +abur0$ inherited bu$ine$$ i$ that the group hope$ to le*erage it$ #on$iderable brand equit". ,a$t "ear! more than E0I of the group0$ bu$ine$$ #ame from the famil" and health#are di*i$ion.

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/he former! (hi#h #o*er$ hair oil$! oral #are and +abur .one"! the large$t di*i$ion! #ontributing 86I of the bottom line. .ealth #are! #o*ering A/; drug$ li)e .a%mola! ;h"a(anpra$h and 9udin .ara! a##ount$ for 60I of the bu$ine$$. +abur ha$ more than D0I $hare of the branded ;h"a(an7pra$h mar)et. /he mar)et $hare of there dige$ti*e$ li)e .a%mola and 9udin .ara i$ abo*e ?0I. /he high profile di*er$ifi#ation$! e$pe#iall" in food$ and #o$meti#$! i$ all $et to build on that fran#hi$e. Anal"$t$ ha*e que$tioned the$e mo*e$ be#au$e the" bring the group up $quarel" again$t mar)et dominated b" multinational$ and $trong dome$ti# pla"er$. /he "oung #ou$in$ thin) other(i$e. A #lo$e loo) at the bu$$ine$$ and the #hallenge$ the" #ould fa#e. F""6%: /hi$ #annot $tri#tl" be #alled a ne( line of bu$ine$$ for +abur. /he #ompan" ha$ been $elling Sharbat7e7A2am! a herbal drin) #on#entrate! for o*er a de#ade and produ#t$ li)e ;h"a(anpra$h and .a%mola (ere alread" ;la$$ified and $old a$ food item$ abroad. /oda"! the +abur game plan #o*er$ the entire gamut of the R$.60007 #rore #on*enien#e and read" to eat food$. Ma)ing it happen i$ a $pate of tie7up$! there0$ e1#el$ior <ood$! a D0&10 *enture (ith the J 500 million A$em! I$arel0$ large$t food #ompan"! (hi#h laun#hed ;ream(i#h #ri$p$ in <ebruar" thi$ "ear. Ather produ#t$ on the an*il in#lude $alad dre$$ing$! bi$#uit$ and noodle$. +abur International i$ an equal partner$hip #ompan" (ith the J57billion Bongrain SA of <rna#e! to ma)e $pe#ialt" #hee$e produ#t$. /he R$.107#rore *enture (ill enter the E5007tonne per annum #hee$e mar)et. .ere! it (ill ta)e on e$tabli$hed pla"er$ li)e mar)et leader$ Amul (hi#h ha$ a D0I mar)et $hare! Ci%a"(18I and Cadilal(10I . Ane Inde1 of the )ind of #hallenge +abur #ould fa#e i$ the group0$ fora" into #he(ing gum in #ollaboration (ith Agrolimen of Spain for it$ Boomer brand in 1995. /he #ompan" #laim$ the *enture ha$ been a $u##e$$7$ale$ rea#hed R$. 55 #rore in the fir$t "ear again$t a target of R$.15 #rore. But re#entl"! the unit pri#e of Boomer (a$ redu#ed from R$.1.50 to R$. 1 after 9erfetti India! the main #ompetitor in thi$ $egment! redu#ed it$ pri#e.

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+abur ta)e on e$tabli$hed pla"er$ li)e .indu$tan ,e*er! Ne$tle and Amul. Amit Burman! dire#tor7in7#harge! food$ and #o$meti#$! i$ #onfident. /heir produ#t$ are unique. /hi$ #oupled (ith produ#t qualit" and +abur0$ brand equit" (ill gi*e u$ a unique po$ition. But it i$ going to be a long haul. <or one! +abur ma" be a $trong pla"er in the herbal mar)et! but food$! (ith a $horter $helf life! require a different di$tribution net(or). /a)e the laun#h of Real fruit %ui#e$ and .omemade ;oo)ing 9a$te$ in Hune 9E. /he produ#t pro*ed to be a $ellout but the #ompan" (a$ unable to )eep pa#e (ith demand. A$ a re$ult Real and .omemade (ent off the $hel*e$ in 85 da"$ and reappeared onl" on Ma" 9? and from then it ha$ pi#)ed up. /he Burman$ are! ho(e*er! putting $ome infra$tru#ture in pla#e for their food$ bu$ine$$. <or in$tan#e! +abur plan$ to $et up a #old #hain net(or) to $upport it$ #hee$e produ#t$ bu$ine$$. C"%.$419%: /hi$ (a$ $ugge$ted b" @auri! @.;. Buaman0$ daughter After a $tint abroad a$ a $tudent! $he reali$ed that qualit" #o$meti#$ (ere hard to #ome b" in India. She mooted the idea of di*er$if" into #o$meti#$ and po$itioning the produ#t$ at a pri#e range the (ould ma)e them affordable for urban! middle #la$$ (omen! So Samara! a #o$meti#$ range of $)in7#are produ#t$! (a$ de*eloped b" the +abur Re$ear#h <oundation. .ere again! there i$ tough #ompetition from $trong dome$ti#$ and multinational pla"er$ li)e ,a)me! Ariflame and Bene)i$er. But Amit Burman i$ #onfident of penetrating the R$. ?00 #rore #o$meti# mar)et. +abur0$ equit" in the herbal #ategor" i$ #ertainl" going to help in mar)eting the$e produ#t$! although (e do not #laim thi$ range to be either herbal or A"ur*edi#. Samara i$ relating through 150 $ele#t outlet$ in +elhi and ;handigarh and (ill roll out in Mumbai $hortl". 4ith a pro%e#ted turno*er of R$. 6.5 #rore in the fir$t "ear! +abur i$ ta)ing no #han#e$. /he #ompan" ha$ in$talled $)in te$ting

15

ma#hine$ and oil outlet$. /he$e (ill help bu"er$ te$t their $)in t"pe before ma)ing a pur#ha$e. Ceterinar" a"ur*edi# & +abur A"ur*ed! $et up in 1995 target$ the urbani$ed $e#tor. /he turno*er from thi$ di*i$ion #ome$ R$. 1E.D #rore$ in 5006. In 5008 the #ompan" hope$ to #lo$e (ith a turno*er of R$. 19.? #rore$ the R$. 90 #rore mar)et for *eterinar" herbal drug$! the" hold a 50I mar)et $hare. 4ith *er" fe( #ompetitor$! +abur i$ e"eing the top $lot b" thi$ "ear end. N'4/*', G/.%: /hi$ i$ the binder di*i$ion of the group $et up in 5006! #atering to #u$tomer $pe#ifi# binding need$. /he ubiquitou$ tamarind and $ugar $eed$ #on$titute$ it ra( material$. +abur ha$ $igned a te#hnolog" tran$fer and bu"ba#) agreement (ith Shei)ibo of Hapan! the (orld mar)et leader for gum$. F1('(9$: Al$o on the agenda in +abur0$ fora" in the in$uran#e $e#tor. /he" ha*e $igned an MoG for $etting up a 50750 %oint *enture (ith Bo$ton7ba$ed ,ibert" Mutual @roup. /he different produ#t range$ that +abur offer$ in ea#h $egment are&7 P&'*.'9$/419',%: ;"to$tati#$! ."perten$i*e$. ;o$meti#$&7 S)in Nouri$her$ and /onner$! Moi$turi$er$ and Sun 9rote#tor$! ;lean$er$! <a#e Ma$)$! .air Ail and Centili2er$! .air 4a$h and ;leaner$. F""6%: <ruit Hui#e$! .omemade ;oo)ing. F'.1,: P*"6/94% : .air ;are 9rodu#t$! +entrifi##e! Sherbet$! .one" and <ood Additi*e$. Anti Ba#terial$! Anti .i$timine$! Anti

Gl#erant$ and Anta#id$! Analge$i#$ and Anti +iarrhoeal$! and Anti

16

9rodu#t$ for @lobal Mar)et$&7 Soap$! Shampoo$! Sha*ing ;ream$! ;oo)ing Ail$ and Ather $ele#t produ#t$ from +abur range.

A:/*;$619 S2$91',141$%:

,i*er /oni#$! ;ardioprote#ti*e$! Anti Arthi#!

."pogl"#ami#! Re%u*enator$! Anti +iarrhoel$ and Bo(el Regulatro$. V$4$*1('*: P*"6/94% : +ige$tig*e! Gterni#e /oni#$! Ae$tru$ Indu#er$! ,i*er /oni#$ +ermatologi#al$ and Anti Stre$$. B'3$*: P*"6/94 : .erbal and health produ#t$ giant +abur ,td. i$ ma)ing an entr" into the bu$ine$$ in #ollaboration (ith I$rael ba$ed AS-M @roup! a leading ba)er" produ#t #ompan" in the #ountr". /he %oint *enture (ill be floated in (hi#h +abur India ,td. (ill hold D0I $ta)e. /he initial in*e$tment in the pro%e#t i$ to the tune R$. 10 #rore and the pro%e#t (ill be funded through an equit" #ontribution of RS. 5 #rore b" the t(o partner$ and a loan of R$. 5 #rore. AS-M i$ one of the large$t gro#er" food manufa#turer$ (ith a produ#t line of nearl" thou$and *arietie$ of #oo)ie$! #a)e! #andie$ (afer$ and $au#e$ among other thing$. /he +abur7AS-M %oint *enture manufa#ture$ $na#) food$! ma"onnai$e! $pe#ialt" bi$#uit$ and e1truded food. +abur al$o propo$e$ to tran$fer it$ e1truded food produ#t$ to the %oint *enture #ompan". /he #ompan" i$ alread" into ma)ing Sharbat$ ($harbat7ai7A2am ! ro$e (ater! )e(ra (ater! #ardamom e1tra#t $old under the brand name of in$tant! a red pepper $alt #alled ;api$i#o. Be$ide$ the" are manufa#turing #andie$ #alled .a%mola. /he #ompan" intend ma)ing item$ that are $uitable to Indian palete$ li)e or ginger ba$ed #hutne" along (ith ma"onnai$e to #ater to the ne( e*ol*ing palet. /he #ompan" i$ al$o te$t7mar)eting a lemon fla*oured %ui#e. /he re*enue generated b" the $ale$ of the$e produ#t$ at pre$ent amount$ to R$. 8 #rore$. /he %oint *enture #ompan" (ill e$tabli$h an e1#lu$i*e di$tribution net(or) for it$ produ#t$ line and (ill al$o u$e +abur0$ e1i$ting net(or) for $ale of it$ produ#t$.

17

+abur ha$ it$ root$ in A"ur*eda and ha$ been manufa#turing (ide range of the health #are produ#t$. If a per$on #ome$ to bu" +abur hone" or .a%mola! he #an al$o bu" the $na#) food. It i$ thi$ outlet that the #ompan" i$ u$ing ultimatel" to mar)et the produ#t of %oint *enture. And the produ#t i$ pa#)aged #on*enien#e food. After all toda" #hip$ and 9ep$i are more popular e*en in the remote *illage$. ;ouple of "ear$ ba#) +abur reali$ed that man" of it$ brand$ (ere $elling in d"ing mar)et. Item$ li)e e1tra#t! ro$e (ater et#.! #ould not be promoted be#au$e of thin margin$. In the earl" 19E0$ +abur e*en (ent into the manufa#turing of pan ma$ala$! (hi#h (a$ $old under the brand name of Na(abi pan ma$ala. .o(e*er! the *enture (a$ gi*en the go7b"! in *ie( of the fa#t the +abur i$ ba$i#all" a health #are #ompan" and the produ#t did not go (ith the image of the #ompan". Similarl"! ;h"a(an7pra$h (a$ brought onl" b" grandparent$ in rural and $emi7urban mar)et$ a group (hi#h (a$ *ani$hing rapidl". /o )eep gro(ing and attra#t the "ounger $et of the rural #on$umer! the +abur brand ha$ to $hed it$ image. And after the "ear$ of perfe#ting rural $elling pit#h! the mar)eter need to learn ho( to (oo the urban bu"er$. <or the pa$t fe( "ear$! +abur ha$ been engaged in balan#ing it$ traditional appeal (ith a modern image and it i$ a diffi#ult %ob. /here i$ a fear in the pro#e$$ that the #ompan" ma" lo$e it$ e1i$ting #u$tomer$ and the balan#ing a#t bet(een the rural and urban! modern and traditional ha$ to be maintained #autiou$l". /hi$ (a$ a $trateg" of +abur. /hi$ i$ a bilateral agreement in (hi#h +abur ha$ ma%orit". +abur i$ doing the mar)et re$ear#h of the Indian p$"#he7(hat #an be $old and (hat #an not be! (hile AS-M i$ pro*iding the te#hnolog". /o be $u##e$$ful in the mar)et! produ#t $hould ha*e mar)et a##eptabilit" and +abur i$ #onfident that their ne( produ#t$ (ill be a$ popular a$ the e1i$ting one$. .o(e*er! the" are a(are of the fa#t that the" (ill fa#e $tiff #ompetition. If .a%mola #ould #ompete again$t #hatpat #hurment from 9ro#ter and @amble! then (h" not again$t other thing$.

18

Be$ide$ #atering to Indian mar)et! the %oint *enture #ompan" al$o plan$ to e1port it$ produ#t$ to Middle -a$t. E>PORTS .ealth#are produ#t$ and famil" produ#t$ brand$ #ontribute 65I of +abur0$ -1port $ale$. Bul) +rug! in#luding flu#ona2ole! terfenadine and anti7#an#er drug$! a##ount$ for a further 18I of e1port$! (hile oil! $pi#e$ and gum a##ount$ for the remainder. /he #ompanie$ leading e1port$ i$ Amla .air Ail! (hi#h i$ parti#ularl" popular in G.B and the Middle -a$t. Ather prin#ipal mar)et in#lude Banglade$h! Sri ,an)a and Mala"$ia! although the #ompan" produ#t$ are a*ailable in #o*er 50 #ountrie$ in total. In term$ of re#ent international laun#he$! the #ompan" introdu#ed $i1 $ingle7 ingredient a"ur*edi# A/; dietar" $upplement$ under i$ Nature ;are label in the G.B! @erman" and Ital". /he re#ent pa$t ha$ $pa(ned a unique e#onomi# era. A*er the #entur" of pre$en#e again$t the ba#)ground of *ar"ing e#onomi# #ondition$! ha$ $trengthened +abur0$ mar)eting $)ill$. +abur ha$ #ope (ith! indeed thri*e in a #hanging mar)eting en*ironment. A$ a mar)eter +abur ha$ li$tened! learned! rea#ted and then #reated produ#t$ that ha*e $tood the be$t of time. 9rodu#t$ that ha*e e*olo*ed to be#ome hou$ehold name$ in o*er 65 #ountrie$. @lobal Ci$ion #oupled (ith moti*ated human re$our#e$! appropriate te#hnologie$ and optimum utili$ation of re$our#e$ at all le*el$ are toda" the )e" ingredient$ for a $u##e$$ful enterpri$e. /he$e are *er" foundation$ of +abur0$ #orporate philo$oph". A$ a leader #annot be in$en$iti*e to the #hanging nature of #u$tomer$ demand. Ser*ing them require$ a #ontinuou$ re*ie( of te#hnolog". /e#hnolog" upgradation i$ a #ontinuou$ pro#e$$. At +abur it i$ a #ulture "ou #an not $er*i#e tomorro(0$ mar)et (ith "e$terda" pro#e$$. +abur0$ ad*antage i$ it$

19

$uperior te#hnolog" edge. And in maintaining thi$ the" are not #on$tantl" pu$hing ba#) the frontier$ of te#hnolog" but al$o e1panding the frontier$ of their o(n potential and #apabilitie$. /he (orld o*er $tandard$ and ben#h mar)$ ha*e #hanged! and $o ha*e +abur0$! though the" #ontinue to be in$pired b" an#ient (i$dom. +abur u$e$ toda" te#hnolog" to deli*er it in thi$ $u##e$$ful blending that gi*e +abur the #onfiden#e of #ontinuing to be the leader e*en amid$t #hage. /he Indian mar)et ha$ gone $ea #hange in the la$t fe( "ear$. /here ha$ been influ1 of $ome of the late$t te#hnolog" the (orld ha$ to offer. +abur ha$ ta)en ad*antage of thi$ and embedded the be$t of the rele*ant te#hnolog". 9rodu#tion! Re$ear#h and +e*elopment are the t(o area$ (here thi$ infu$ion i$ e*ident. +abur pride$ it$elf on it$ RK+ infra$tru#ture. It i$ the in*e$tment that ha$ been pa"ing ri#h di*idend$. RK+ at the +abur i$ ob$e$$ion. It i$ the #orner $tone of their inno*ati*e $)ill$. Be it an anti #an#er drug or herbal enri#hed hair oil! +abur0$ re$ear#h and de*elopment ha$ been $u##e$$full" in de*eloping both and in tran$ferring laboratorie$ te#hnique$ into produ#tion. /hi$ i$ *er" important be#au$e re$ear#h (ithout it$ adoption into pra#ti#e i$ a mere a#ademi# e1er#i$e. /e#hnolog" upgradation ha$ not been at the #o$t of be humani$ing the qualit" of life. Stri#)er pollution #ontrol mea$ure$! a$ e1pan$ion of information te#hnolog" #apabilitie$ ha*e all added to the better en*ironment and (or) etho$. +abur ha$ al(a"$ been $"non"mou$ (ith qualit". <or +abur it i$ a #ulture and not a $top gap arrangement. +abur belie*e$ that qualit" i$ a #orporate re$pon$ibilit" to(ard$ emplo"ee$! and en*ironment in (hi#h the" operate. Su$taining #on$umer #onfiden#e for o*er a #entur" i$ no mean feat.It i$ indeed

20

a true refle#tion of qualit" of the +abur0$ produ#t$. +abur a$ a #ompan" are #ommitted to $u$tain thi$ #on$umer #onfiden#e. @lobal *i$ion! a perfe#t blending of te#hni#al and human re$our#e are )e" ingredient$ for gro(th. /he$e are *er" foundation that (ill e1pand e1i$ting bu$ine$$ a$ (ell a$ nurture $trategi# allian#e through #ommitment inno*ation and a$ empha$i$ on total qualit". <iftieth "ear of independen#e of India a "ear of intro$pe#tion not onl" for the #ountr" but for +abur al$o. <rom pri*ate limited #ompan" at the time of independen#e! +abur ha$ #ome a long (a" to be a (idel" held #ompan" rated among$t the be$t bu$ine$$ hoF$e of India. +abur feel$ proud in remini$#ing tho$e "ear$ of a#hie*ement. -#onomi# gro(th i$ not an end in it$elf. It i$ the #ontribution to the en*ironment in (hi#h "ou flouri$h! that matter$. +abur ha$ #ontributed b" pro*iding health #are for the $o#iet" (e li*e in. ha$ #ared for it$ #u$tomer$ and ha$ tended the nature that pro*ide$ ra( material for the #ompan"0$ produ#t. +abur ha$ ta)en e*er"one in their %ourne" to(ard$ gro(th and progre$$. Shrin)ing global border$ ha$ made the #ompan" part of the international #ommunit". ;hanging (orld e#onom" ha$ #hanged the ground realitie$. /he #ompan" ha$ li*ed upto the$e #hallenge$ and ha*e entered ne( mar)et o*er$ea$. Ba#) home! #ompan" ha$ di*er$ified into ne( area$./he #ompan" (ill loo) for(ard to ne( opportunitie$ for gro(th in "ear$ to #ome. +abur ha$ )ept pa#e (ith time . It ha$ #hanged! e*ol*ed and #ontempori$ed. +abur ha$ learned to outpa#e the #ompetition. And i$ $ure that it (ill #ontinue to be a leader in all the area$ of it$ a#ti*itie$ in the golden "ear of Indian independen#e and be"ond. ADVERTISING /he ne( ad*erti$ing #ampaign$ (ere ta)en b" 1157 "ear old #ompan" to po$ition it a$ a #ontemporar"! up mar)et #ompan". <orget dada7 dadi0$ brand.

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/he 1157"ear old *eteran in pharma#euti#al$ and hair #are! +abur India limited i$ $(iftl" $hedding it$ traditional trapping$ and turning #ontemporar" and #hi#. It i$ not %u$t the produ#t profile that i$ metamorphi$hing! through +abur0$ ne( offering$ Samara #o$meti#$! Real fruit %ui#e$ and home made pa$te$ are more trend" than it$ old brand$ 9udin .ara! +abur Amla .air Ail and ;h"a(anpra$h. <ar more intere$ting i$ the #hange in the #ompan"0$ po$itioning. <rom $edate endor$ement$ from film$tar$ and ri$hi$. +abur0$ ne( prefere#e i$ for intera#ti*e ad*erti$ing! and it$ $po)e$ per$on$ are more often than not! attra#ti*e "oung (omen. /he brand$ ha*e e*ol*ed o*er the "ear$ to $uit the #on$umer. /he $hift from traditional i$ in tandem (ith the #hanging trend$ in #on$umer beha*iour. Indian$ ha*e be#ome more a(are of their right$ and ne( generation refu$e$ to bu" brand$ %u$t be#au$e it i$ dada%i0$ fa*ourite. It need$ more *alid rea$on$ to ma)e a #hoi#e. +abur0$ ne( ad*erti$ing $t"le gi*e$ them *alid rea$on$. /he #ampaign$ are intended to gi*e better di$#ounting on bour$e$. /he inten$e #ampaign$ are a part of +abur0$ gro(th $trateg" (hi#h i$ aimed at& ,e*eraging on it$ brand equit" b" introdu#ing line e1ten$ion$. ;reating a ni#he for it$elf b" inno*ati*e produ#t introdu#tion$. ;reati*e about .ome made and ,amonee2 #ampaign$ ad #on*e"$ the me$$age to the target audien#e (or)ing (omen in a $hort $pan of 15750 $e#ond$. +abur0$ attention to ad*erti$ing and promotion (a$ pro*o)ed b" a 1996 mar)et $ur*e"! (hi#h $ho(ed mo$t #on$umer$ per#ei*ed +abur to be a $mall #ompan"! (ith onl" one or t(o fa#torie$ and no more than a handfull of produ#t$. .o(e*er! the #ompan" (a$ determined to $trengthen it$ #orporate image in order to attra#t foreign partner$ and %oint *enture$.

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DISTRIBUTION CHANNEL +abur #ommen#ed operation$ in 19?8 and i$ toda" a multilo#ational! multiprodu#t enterpri$e. /he #ompan" ha$ ma%or intere$t$ in health and beaut" #are. +abur i$ a leader in a"ur*eda the traditional Indian health #are $"$tem. /he #ompan" manufa#ture$ and mar)et$ a range of on#ologi#al$. +abur i$ one of the fe( #ompanie$ in the (orld to produ#e 9a#lita1el an anti7#an#er drug. /he #ompan" ha$ de*eloped it$ o(n e#o7friendl" pro#e$$ to manufa#ture thi$ drug from ra( material $tage. /he #ompan" ha$ 15 manufa#turing plant$ in India! Nepal and -g"pt. +abur produ#t$ are al$o in +ubai. +abur ha$ a tran$national net(or) of 19 offi#e$ $er*i#ing both rural and urban mar)et$ in India. /he #ompan" ha$ $ale$ and mar)eting offi#e$ in ,ondon and +ubai. +abur produ#t$ are a*ailable in o*er 50 #ountrie$. +abur ha$ #ollaborated (ith leader$ in their field to $et up a %oint *enture in India. /he %oint *enture (ith Agrolimen of Spain! @eneral de ;onfiteria India ,imited! manufa#ture$ #onfe#tionerie$. +abon International ,td! the %oint *enture (ith Bongrain (ill manufa#ture $pe#ialit" #hee$e. +abur ha$ #ollaborated (ith AS-M of I$rael to manufa#ture ba)er" $pe#ialitie$ and other food produ#t$. +abur ha$ a range of o*er 500 produ#t$ #o*ering health and beaut" #are! bul) drug$! pharma#euti#al$! animal health #are! food$! #o$meti#$ and natural gum$. +abur ha$ one of India0$ large$t di$tribution net(or).. In 5006 +abur produ#t$ e$timated 5E retail outlet$. /hi$ $trong di$tribution net(or) ha$ en$ured a*ailabilit" of +abur produ#t$ in almo$t e*er" part of the #ountr". <rom the

23

$mall pan $hop$ to gro#er" $tore$! from drug $tore$ to big mar)et$! +abur produ#t$ are a*ailable in all. It ha$ alread" deplo"ed a$ man" a$ 160 repre$entati*e$ to roam rural India! (here it$ mar)et lie$! and intera#t (ith farmer$ dire#tl" to $pread the me$$age of herbal animal health #are. /hi$ i$ one of the large$t $ale$ $our#e deplo"ed b" an" #ompan" for mar)eting *eterinar" medi#ine in the #ountr". MARKETING .a*ing $et up a ne( food$ di*i$ion re#entl"! the R$. 1050 #rore +abur group ha$ the diffi#ult ta$) of ma)ing an impa#t (ith it$ produ#t laun#he$ in the mar)et pla#e ! initiall" dominated b" mega brand$ from deep po#)eted tran$national$! and ruled b" #on$umer$ (ho$e age old eating habit$ (ere not ea$" to #hange. Moreo*er +abur0$ produ#t$ are range of e1oti# pa$te$ and pa#)ed fruit %ui#e (ere e$$entiall" ne( #on#ept$ (hi#h #on$umer$ (ere not familiar (ith! in branded form at lea$t! in thi$ #ountr".;-A @.;. Burman0$ $ear#h for the be$t (a" to $tage a big bang entr" ended in time ba$ed #ompetition. In$tead of pha$ing out the laun#he$ of it$ ne( produ#t$! (hi#h (ould ha*e been tantamount to adding a $mall drop to an o#ean at di$#rete inter*al$! he de#ided to roll out ne( produ#t$ in one breathle$$ bur$t of $i1 (ee)$! introdu#ing one ne( brand on e*er" Monda". In the mar)et pla#e +abur beat e*er" other #ompan" planning to introdu#e produ#t$ in the $ame $egment! thu$ gaining almo$t generi# a$$o#iation in the #u$tomer$ mind for $ome ne(er brand$. An the #on$umer$ p$"#he! the brand$ bli)2)rieg regi$tered +abur a$ a modern food #ompan"! helping in di$mantling it$ earlier image of being a *endor of $emi medi#inal a"ur*edi# produ#t$ onl"! and (ithin the organi$ation. /he imperati*e for the$e produ#t$ onl"! and (ithin the organi$ation. /he imperati*e for the$e rapid fire produ#t laun#he$ led to a dramati# qui#)ening of the pa#e of $upporting a#ti*itie$ li)e di$tribution and produ#tion! preparing the$e pro#e$$e$ to re$pond to the #hanging demand$ on

24

them at high $peed. /hu$! b" #ompeting on time! +abur ha$ gi*en both it$ produ#t and it$ internal pro#e$$e$ a head $tart in lo#)ing horn$ (ith ri*al$. STRONG BRAND E?UITY A *a$t produ#t portfolio (o*er 850 produ#t$ ! a modern re$ear#h ba$e and a $trong tran$national mar)eting and di$tribution net(or) are $ome of the ma%or fa#tor$ #ontributing to the $u##e$$ of +abur India. /he #ompanie$ produ#t portfolio en#ompa$$e$ produ#t line li)e herbal health #are! beaut" #are! a"ur*edi# medi#ine$! a"ur*edi# *aterinar" produ#t$! pharma#euti#al$ #o$meti#$! and natural gum$ and food$. +abur i$ the mar)et leader in mo$t of three produ#t #ategorie$ in the dome$ti# mar)et. It i$ al$o the leading e1porter of herbal health #are and beaut" #are produ#t$. .a*ing indentified it$ $trength$! the #ompan" $tu#) to it$ #rore #ompeten#ie$. 4hile all the 850 produ#t$ (ere under one umbrella earlier! the re$tru#turing of it$ bu$ine$$ into $i1 di$tin#t di*i$ion$! ea#h headed b" an independent profe$$ional! ha$ pro*ided +abur (ith the mu#h needed fou#$. /he re$ult of thi$ re$tru#turing of it$ bu$ine$$ into $i1 di$tin#t di*i$ion$! ea#h headed b" an independent profe$$ional! ha$ pro*ided +abur (ith the mu#h needed fo#u$. /he re$ult of thi$ re$tru#turing are refle#ted in the 9D06 re$ult$ $ale$ gro(th of 69I and impro*ement in the A9M from 9I to 15I. +i$tribution! mar)eting and produ#t inno*ation$ are the ma%or $trength of +abur. /he abilit" to find need gap$ in the mar)et! to de*elop produ#t$ a##ordingl" and en$uring the timel" a*ailabilit" of the$e produ#t$ to #on$umer$ ha*e been the hallmar) of the #ompan". In the pro#e$$! it ha$ build a formidable brand equit". Ane of the mo$t important de#i$ion$ ta)en b" the #ompan" in it$ formati*e "ear$ (a$ to gi*e the #on$umer$ good *alue for their mone". +abur ha$ gro(n $teadil" o*er the la$t one de#ade. /o a#hie*e fa$ter gro(th rate$! the #ompan" di*er$ified into area$ (here it$ $trength$ #ould be utili$ed.

25

26

OBJECTIVES OF THE STUDY

27

OBJECTIVE OF THE STUDY

F",,")1(# '*$ 4&$ .'@"* "5@$941;$ "0 %4/6:: 1. /o $tud" the impa#t of Budget 9oli#ie$ on Mar)eting Strateg" of +abur <ood$. 5. /o $tud" the ;on$umer! Bu"ing beha*iour. 6. /o $tud" the problem$ fa#ed b" +abur. IMPORTANCE OF THE STUDY Being $tudent of MBA it i$ *er" e$$ential for me to ha*e a pra#ti#al )no(ledge in an organi$ation. Anl" to $tud" bu$ine$$ admini$tration #our$e )no(ledge i$ not the $olution of the problem$! (hi#h ari$e in pra#ti#al field. /here i$ a #ertain formula for an" parti#ular problem! but the aim of thi$ $tud" i$ to de*elop the abilit" of de#i$ion ma)ing. A right de#i$ion at right time and right pla#e it$elf help$ an organi$ation to run $moothl". /hi$ $tud" gi*e$ an idea of all mar)eting a#ti*itie$. So the (a" a problem i$ $ol*ed right de#i$ion ma)ing and )no(ledge of different t"pe$ of ma)ing a#ti*itie$ gi*e mu#h importan#e to the $tud". Anl" in t(o month training it (a$ not po$$ible to under$tand it $o deepl"! but an o*erall idea #ould be de*eloped.

28

COMPANY PROFILE

29

COMPANY PROFILE
DABUR AT A GLANCE +abur India ,imited ha$ mar)ed it$ pre$en#e (ith $ome *er" $ignifi#ant a#hie*ement$ and toda" #ommand$ a mar)et leader$hip $tatu$. Aur $tor" of $u##e$$ i$ ba$ed on dedi#ation to nature! #orporate and pro#e$$ h"giene! d"nami# leader$hip and #ommitment to our partner$ and $ta)eholder$. /he re$ult$ of our poli#ie$ and initiati*e$ $pea) for them$el*e$.

,eading #on$umer good$ #ompan" in India (ith 8th large$t turno*er of R$.1659 ;rore (<L05

5 ma%or $trategi# bu$ine$$ unit$ (SBG 7 ;on$umer ;are +i*i$ion (;;+ and ;on$umer .ealth +i*i$ion (;.+

6 Sub$idiar" @roup #ompanie$ 7 +abur <ood$! +abur Nepal and +abur International and 6 $tep do(n $ub$idiarie$ of +abur International 7 A$ian ;on$umer ;are in Banglade$h! Afri#an ;on$umer ;are in Nigeria and +abur -g"pt.

16 ultra7modern manufa#turing unit$ $pread around the globe 9rodu#t$ mar)eted in o*er 50 #ountrie$ 4ide and deep mar)et penetration (ith 8E ;K< agent$! more than 5000 di$tributor$ and o*er 1.5 million retail outlet$ all o*er India

;;+! dealing (ith <M;@ 9rodu#t$ relating to 9er$onal ;are and .ealth ;are

,eading brand$ 7

+abur 7 /he .ealth ;are Brand

30

Cati)a79er$onal ;are Brand Anmol7 Calue for Mone" Brand .a%mola7 /a$t" +ige$ti*e Brand and +abur Amla! ;h"a(anpra$h and ,al +ant Man%an (ith R$.100 #rore turno*er ea#h

Cati)a .air Ail K Shampoo the high gro(th brand Strategi# po$itioning of .one" a$ food produ#t! leading to mar)et leader$hip (o*er 80I in branded hone" mar)et

+abur ;h"a(anpra$h the large$t $elling A"ur*edi# medi#ine (ith o*er D5I mar)et $hare.

,eader in herbal dige$ti*e$ (ith 90I mar)et $hare .a%mola tablet$ in #ommand (ith E5I mar)et $hare of dige$ti*e tablet$ #ategor"

+abur ,al /ail top$ bab" ma$$age oil mar)et (ith 65I of total $hare

;.+ (;on$umer .ealth +i*i$ion ! dealing (ith #la$$i#al A"ur*edi# medi#ine$

31

.a$ more than 550 produ#t$ $old through pre$#ription$ a$ (ell a$ o*er the #ounter

Ma%or #ategorie$ in traditional formulation$ in#lude& 7 A$a* Ari$hta$ 7 Ra$ Ra$a"ana$ 7 ;hurna$ 7 Medi#ated Ail$

9roprietar" A"ur*edi# medi#ine$ de*eloped b" +abur in#lude& 7 Nature ;are I$abgol 7 Madhu*aani 7 /rifgol

+i*i$ion al$o (or)$ for promotion of A"ur*eda through organi$ed #ommunit" of traditional pra#titioner$ and de*eloping fre$h bat#he$ of $tudent$

COMPANY HISTORY

!88A

Birth of +abur

32

!89B E'*,: !900% !9!9 !920 !9CB !9D2 !9D9 !98B !992 !99C !99A !99!99B !99D !998 2000

Setting up a manufa#turing plant A"ur*edi# medi#ine$ -$tabli$hment of re$ear#h laboratorie$ -1pand$ further +abur India (+r. S.B. Burman 9*t. ,td. Shift to +elhi Sahibabad fa#tor" F +abur Re$ear#h <oundation 9ubli# ,imited ;ompan" Hoint *enture (ith Agrolimen of Spain ;an#er treatment 9ubli# i$$ue$ Hoint Centure$ 6 $eparate di*i$ion$ <ood$ +i*i$ion F 9ro%e#t S/ARS 9rofe$$ional$ to manage the ;ompan" /urno*er of R$.1!000 #rore$

33

+aburM$ mi$$ion of populari$ing a natural life$t"le tran$#end$ national boundarie$. /oda" there i$ global a(arene$$ of alternati*e medi#ine! nature7 ba$ed and holi$ti# life$t"le$ and an intere$t in herbal produ#t$. +abur ha$ been in the forefront of populari$ing thi$ alternati*e (a" of life! mar)eting it$ produ#t$ in more than 50 #ountrie$ all o*er the (orld. Aur produ#t$ 4orld 4ide 4e ha*e $pread our$el*e$ (ide and deep to be in #lo$e tou#h (ith our o*er$ea$ #on$umer$.

Affi#e$ and repre$entati*e$ in -urope! Ameri#a and Afri#a= A $pe#ial herbal health #are and per$onal #are range $u##e$$full" $elling in mar)et$ of the Middle -a$t! <ar -a$t and $e*eral -uropean #ountrie$.

Inroad$ into -uropean and Ameri#an mar)et$ that ha*e good potential due to re$urgen#e of the ba#)7to7nature mo*ement.

34

-1port of A#ti*e 9harma#euti#al Ingredient$ (A9I$ ! manufa#tured under $tri#t international qualit" ben#hmar)$! to -urope! ,atin Ameri#a! Afri#a! and other A$ian #ountrie$.

-1port of food and te1tile grade natural gum$! e1tra#ted from traditional plant $our#e$.

9artner$hip$ and 9rodu#tion

Strategi# partner$hip$ (ith leading multinational food and health #are #ompanie$ to introdu#e inno*ation$ in produ#t$ and $er*i#e$.

Manufa#turing fa#ilitie$ $pread a#ro$$ 6 o*er$ea$ lo#ation$ to optimi$e produ#tion b" utili$ing lo#al re$our#e$ and the mo$t modern te#hnolog" a*ailable.

DABUR GROUP
4ith a ba$)et in#luding per$onal #are! health #are and food produ#t$! +abur India ,imited ha$ $et up $ub$idiar" @roup ;ompanie$ a#ro$$ the (orld that #an manage it$ bu$ine$$e$ more effi#ientl". @i*en the *a$t range of produ#t$! $our#ing! produ#tion and mar)eting ha*e been di*e$ted to fi*e leading group #ompanie$ that #ondu#t their operation$ independentl"& +ABGR <AA+S +ABGR N-9A, +ABGR -@L9/ +ABGR AN;A,A@L +ABGR 9.ARMA

35

36

COMPANY PHILOSOPHY

'+edi#ated to the health and (ell being of e*er" hou$ehold'

T&1%

1%

"/* 9".2'(:.

W$ '99$24

2$*%"(',

*$%2"(%151,14:+

'(6

'99"/(4'51,14: 4" .$$4 5/%1($%% ($$6%.

W$ ',, '*$ ,$'6$*% 1( "/* '*$' "0 *$%2"(%151,14:+ )14& ' 6$$2 9"..14.$(4 4" 6$,1;$* *$%/,4%. W$ '*$ 6$4$*.1($6 4" 5$ 4&$ 5$%4 '4 6"1(# )&'4 .'44$*% ."%4.

P$"2,$ '*$ "/* ."%4 1.2"*4'(4 '%%$4. W$ '66 ;',/$ 4&*"/#& *$%/,4 6*1;$( 4*'1(1(#+ '(6 )$ $(9"/*'#$ E *$)'*6 $F9$,,$(9$.

W$ &';$ %/2$*1"* /(6$*%4'(61(# "0 9"(%/.$* ($$6% '(6 6$;$,"2 2*"6/94% 4" 0/,01,, 4&$. 5$44$*.

37

W$ )"*3 4"#$4&$* "( 4&$ 2*1(912,$ "0 ./4/', 4*/%4 E 4*'(%2'*$(9: 1( ' 5"/(6'*: ,$%% "*#'(1%'41"(. W$ '*$ 1(4$,,$94/',,: &"($%4 1( '6;"9'41(# 2*"2"%',%+ 1(9,/61(# *$9"#(1G1(# *1%3%.

C"(41(/"/% 1((";'41"( 1( 2*"6/94% E 2*"9$%%$% 1% 4&$ 5'%1% "0 "/* %/99$%%.

W$ '*$ 9"..144$6 4" 4&$ '9&1$;$.$(4 "0 5/%1($%% %/99$%% )14& 1(4$#*14:. W$ '*$ &"($%4 )14& 9"(%/.$*%+ )14& 5/%1($%% 2'*4($*% '(6 )14& $'9& "4&$*.

MI,-S/AN-S M1,$%4"($% 4" %/99$%% +abur India ,td. made it$ beginning$ (ith a $mall pharma#"! but ha$ #ontinued to learn and gro( to a #ommanding $tatu$ in the indu$tr". /he ;ompan" ha$ gone a long (a" in populari$ing and ma)ing ea$il" a*ailable a (hole range of produ#t$ ba$ed on the traditional $#ien#e of A"ur*eda. And it ha$ $et *er" high $tandard$ in de*eloping produ#t$ and pro#e$$e$ that meet $tringent qualit" norm$. A$ it gro($ e*en further! +abur (ill #ontinue to mar) up on ma%or mile$tone$ along the (a"! $etting the road for other$ to follo(. 1??8 7 -$tabli$hed b" +r. S B Burman at Bol)ata 1?9D 7 <ir$t produ#tion unit e$tabli$hed at @arhia

38

1919 7 <ir$t RK+ unit e$tabli$hed -arl" 1900$ 7 9rodu#tion of A"ur*edi# medi#ine$

+abur identifie$ nature7ba$ed A"ur*edi# medi#ine$ a$ it$ area of $pe#iali$ation. It i$ the 01*%4 C".2'(: to pro*ide health #are through %91$(41019',,: 4$%4$6 '(6 '/4".'4$6 2*"6/941"( of formulation$ ba$ed on our traditional $#ien#e. 1960 7 Automation and upgradation of A"ur*edi# produ#t$ manufa#turing initiated 196D 7 +abur (+r. S B Burman 9*t. ,td. In#orporated !9A0 P$*%"(', 9'*$ 4&*"/#& A:/*;$6'

+abur introdu#e$ Indian #on$umer$ to 2$*%"(', 9'*$ 4&*"/#& A:/*;$6'+ (ith the ,'/(9& "0 D'5/* A.,' H'1* O1,. So popular i$ the produ#t that it be#ome$ the large$t $elling hair oil brand in India. !9A9 L'/(9&$6 D'5/* C&:')'(2*'%& 1( 41( 2'93

4idening the popularit" and u$age of traditional A"ur*edi# produ#t$ #ontinue$. /he an#ient re$torati*e C&:')'(2*'%& 1% ,'/(9&$6 in pa#)aged form! and be#ome$ the 01*%4 5*'(6$6 C&:')'(2*'%& in India. !9-D C".2/4$*1%'41"( "0 "2$*'41"(% 1(141'4$6 !9D0 E(4$*$6 O*', C'*$ E D1#$%41;$% %$#.$(4

Addre$$ing rural mar)et$ (here homemade oral #are i$ more popular than multinational brand$! +abur introdu#e$ L', D'(4 M'(@'(. 4ith thi$ a #on*enientl" pa#)aged herbal toothpo(der i$ made a*ailable at affordable #o$t$ to the ma$$e$. !9D2 S&104% 5'%$ 4" D$,&1 0*". C',9/44'

39

!9D8 L'/(9&$% H'@.",' 4'5,$4 +abur #ontinue$ to ma)e inno*ati*e produ#t$ ba$ed on traditional formulation$ that #an pro*ide holi$ti# #are in our dail" life. An A"ur*edi# medi#ine u$ed a$ a dige$ti*e aid i$ branded and laun#hed a$ the popular H'@.",' 4'5,$4. 19E9 7 +abur Re$ear#h <oundation $et up 19E9 7 ;ommer#ial produ#tion $tart$ at Sahibabad! the mo$t modern herbal medi#ine$ plant at that time 19?8 7 +abur #omplete$ 100 "ear$ 19?? 7 ,aun#he$ pharma#euti#al medi#ine$ !989 C'*$ )14& 0/( /he A"ur*edi# dige$ti*e formulation i$ #on*erted into a #hildrenM$ fun produ#t (ith the ,'/(9& "0 H'@.",' C'(6:. In an inno*ati*e mo*e! a #urati*e produ#t i$ #on*erted to a #onfe#tionar" item for (ider u$age. 1998 7 ;ome$ out (ith fir$t publi# i$$ue 1998 7 -nter$ on#olog" $egment !99A L$'6$*%&12 1( &$',4& 9'*$

+abur e$tabli$he$ it$ leader$hip in health #are a$ one of onl" t(o #ompanie$ (orld(ide to laun#h the '(41 9'(9$* 6*/# I(4'F$, (P'9,14'F$,). +abur Re$ear#h <oundation de*elop$ an e#o7friendl" pro#e$$ to e1tra#t the drug from it$ plant $our#e 199D 7 -nter$ food$ bu$ine$$ (ith the laun#h of Real <ruit Hui#e

40

!99B R$', 5,14G3*1$# +abur #apture$ the imagination of "oung Indian #on$umer$ (ith the laun#h of R$', F*/14 J/19$% 7 a ne( #on#ept in the Indian food$ mar)et. /he fir$t lo#al brand of 100I pure natural fruit %ui#e$ made to international $tandard$! R$', 5$9".$% 4&$ 0'%4$%4 #*")1(# '(6 ,'*#$%4 %$,,1(# 5*'(6 in the #ountr". 199? 7 Burman famil" hand$ o*er management of the #ompan" to profe$$ional$ 2000 T&$ !+000 9*"*$ .'*3

+abur e$tabli$he$ it$ mar)et leader$hip $tatu$ b" $taging a 4/*(";$* "0 R%.!+000 9*"*$%. A#ro$$ a $pan of o*er a 100 "ear$! +abur ha$ gro(n from a $mall beginning ba$ed on traditional health #are. /o a #ommanding po$ition among$t an augu$t league of large #orporate bu$ine$$e$. 200! S/2$* %2$91',4: 6*/#%

4ith the $etting up of +abur An#olog"M$ $terile #"toto1i# fa#ilit"! the ;ompan" gain$ entr" into the highl" %2$91',1%$6 '*$' "0 9'(9$* 4&$*'2:. /he $tate7of7the7art plant and laborator" in the GB ha*e appro*al from the M;A of GB. /he" follo( FDA #/16$,1($% for produ#tion of drug$ $pe#ifi#all" for -uropean and Ameri#an mar)et$.

2002 D'5/* *$9"*6 %',$% "0 R% !!BC.!9 9*"*$ "( ' ($4 2*"014 "0 R% BA.A 9*"*$ 200C D'5/* 6$.$*#$% P&'*.'9$/419',% 5/%1($%% M'1(4'1(1(# #,"5', %4'(6'*6%

41

A$ a refle#tion of it$ #on$tant effort$ at a#hie*ing $uperior qualit" $tandard$! +abur be#ame the 01*%4 A:/*;$619 2*"6/94% 9".2'(: to get ISO 9002 9$*41019'41"(.

INANCIAL REPORT
R$ (;rore$ 200D 2008 T/*( ";$* (1(9,/61(# "4&$* 1(9".$) P*"014 5$0"*$ 4'F A66: P*";1%1"(% "0 $'*,1$* :* )*144$( 5'93 !B-.02 L$%%: 2*";1%1"( 0"* 4'F'41"( 9/**$(4 : 2*";1%1"( 0"* 4'F'41"( H D$0$**$6 : 2*";1%1"( 0"* 4'F'41"( 0"* $'*,1$* :* PROFIT AFTER TA> A66: B','(9$ 1( 2*"014 E ,"%% '99"/(4 5I0 F*". 4&$ 2*$;1"/% :* 7 T*'(%0$**$6 0*". 6$5$(4/*$ R$6$.241"( R$%$*;$ 7 T*'(%0$**$6 0*". 1(;$%4.$(4 A,,")'(9$ R$%$*;$ 7 T*'(%0$**$6 0*". I(;$%4.$(4 !.82 0.8C 2.-0 !C.00 A.00 0.0!AD.9D 8!.!2 !280.22 !B-.02 200- 200B !!-9.02 !!C.AA 0.20 !!C.AA 8.DC.A9 00.2B !0!.!A BB.!2

42

D$2"%14 R$;$(/$ PROFIT AVAILABLE FOR APPLICATION APPROPRIATION TO: G$($*', R$;$(/$ C'214', R$;$(/$ I(4$*1. D1;16$(6 2'16 F1(', D1;16$(6 H 2*"2"%$6 C"*2"*'4$ 4'F "( D1;16$(6 B','(9$ 9'**1$6 ";$* 4" B','(9$ %&$$4 TOTAL 28.BC A2.9B 9.DD !2-.2C 2C!.DA 2-.!22.-0 !.-B !D.!D A0.0D D.CA 8!.!2 !B9.DB 2C!.DA !B9.DB

43

RESEARCH METHODOLOGY

44

RESEARCH METHODOLOGY
A$ the purpo$e of the pro%e#t report i$ to anal"$e the #on$umable produ#t$ $u##e$$full" laun#hed in the la$t three "ear$. /he data (a$ #olle#ted both (ith the help of primar" a$ (ell a$ $e#ondar" $our#e$. <or primar" data! I pro#eeded (ith the drafting of the que$tionnaire for #on$umer$ (a$ $tru#tured a$ undi$gui$ed! K 9er$onal 7inter*ie( retailer$. +i$tributor$ K (hole$aler$ and it (a$ handed per$onall" b" me to the re$pondent$ to be anal"$ed. /he que$tionnaire method (a$ u$ed7 a b /o get fir$t and rele*ant and unbia$ed information Nue$tionnaire pro*ide$ *er$atilit" and $olution$ #an be obtained b" %u$t a$)ing the que$tion$. # d Nue$tioning i$ u$uall" fa$ter and #heaper. Moreo*er! there i$ more #ontrol o*er data gathering a#ti*itie$.

Se#ondar" data (a$ al$o #olle#ted per$onall" b" me! (hi#h the #ompan" ha$ furni$hed for the general publi#. /he $e#ondar" data (a$ gathered (ith the help of *ariou$ maga2ine$! ne($paper$! %ournal$! bro#hure$ and al$o through the internet. <or $e#ondar" $our#e$ no field (or) (a$ emplo"ed. In order to amplif" the empiri#al finding$ from primar" and $e#ondar" $our#e$! a $ur*e" (a$ #ondu#ted both of #on$umer$ and retailer$ +i$tributor K 4hole$aler$ in order to gaun#he the mar)et opinion. /he que$tionnaire (a$ of multiple #hoi#e and the pattern of que$tion$ (a$ a$ $imple a$ po$$ible. 4ith e*er" que$tion! multiple #hoi#e$ (ere gi*en and re$pondent$ (ere a$)ed to $ele#t one of them. /he que$tionnaire te#hnique

45

(a$ $tru#tured and not di$gui$ed a$ the que$tion$ follo(ed one pattern and rea$on behind the que$tionnaire (a$ $tated properl". All the que$tion$ (ere dire#tl" related to the $ub%e#t. <or Real <ruit Hui#e and .omemade ;oo)ing 9a$te. 1. Sample $i2e for #u$tomer$ (ere 150 in number and the uni*er$e #ompri$ed of all the #on$umer$ (ithin the geographi#al region of +elhi. 5. Sample $i2e for retailer$ (ere 80 in number and the uni*er$e #ompri$ed of all the #on$umer$ (ithin the geographi#al region or +elhi. 6 Sample $i2e for +i$tributor K 4hole$aler (ere four in number K the uni*er$e #ompri$ed of all the #on$umer$ (ithin the geographi#al region of +elhi. No other field (or) (a$ emplo"ed to gather the information. /he que$tionnaire (ere di$tributed to the re$pondent$ and the data (a$ #olle#ted through primar" and $e#ondar" $our#e$. /he $tati$ti#al te#hnique $u#h a 9i7#hart and per#entage$ (ere u$ed in anal"$ing and interpreting the data.

46

MARKETING STRATEGY

47

MARKETING STRATEGY FOR DABUR FOODS

FRUIT JUICES : INDUSTRY <ruit pro#e$$ing indu$tr" ha$ been in#luded in the high priorit" $e#tor! (hi#h mean$ automati# appro*al for upto 51I foreign equit" parti#ipation! free import of #apital good$! ra( material$ and other input$ for e1port oriented unit$! and fi*e ta17holida" for #ompanie$. /hi$ $pe#ial treatment (a$ (arranted due to inherent high gro(th potential. /here ha$ been three7fold in#rea$e in fruit$ pro#e$$ing unit$ in the la$t $e*en "ear$. /he in$talled #apa#it" of fruit pro#e$$ing indu$tr" ha$ gone upto 59.10 la)h ton in 5006 from 19.50 la)h ton in 199?. /he output of pro#e$$ed fruit gre( b" around 55I during the $ame period. /hough! a$ a re$ult of *alue addition! the indu$tr" i$ $aid to be ro(ing at 107 15I per annum! no $ignifi#ant #hange ha$ a##rued to the #ompanie$ from in#rea$ed produ#tion of fruit$ a$ the #o$t of produ#tion ha$ remained high! primaril" dri*en b" the #o$t of ra( material. .igh #o$t of ra( material i$ due to $mall land holding$! (hi#h di$#ourage$ the u$e of me#hani$ed method$ and there are no e#onomie$ of $#ale. Al$o! a$ the pro#e$$or$ from $e*eral $mall produ#t$! maintaining #o$i$ten#" in qualit" of ra( material be#ome$ a problem. A plau$ible $olution to thi$ problem #ould be #orpori$ation of agri#ulture! e$pe#iall" for the produ#tion of fruit$. ,arge tra#t$ of land #an be allo(ed to be de*eloped b" the #orporate u$ing modern te#hnolog". /he indu$tr" i$ e1tremel" de#entrali$ed and a large number of pro#e$$ing unit$ are in the #ottage and $mall7$#ale $e#tor. /he other ma%or problem i$ the poor po$t7har*e$t handling fa#ilitie$. ;on$equentl"! the qualit" of fruit rea#hing the pro#e$$or$ #ontinue$ to $uffer.

48

/here are fe( or no #old #hain$ and #old $torage$ in and around gro(ing #entre$. 9oor $torage and #on$tant handling affe#t$ the qualit" of the fruit$ and the pro#e$$ing #ompanie$ end up lo$ing 60I of ra( material. /hi$ again lead$ to an in#rea$e in the #o$t of manufa#turing. ;apa#it" utili$ation #ontinue$ to remain ab"$mall" lo(! at around 65I. /hi$ i$ be#au$e mo$t fruit$ are $ea$onal and the pro#e$$ing plant $till prefer$ to go in for $ingle fruit. More re#entl" #ompanie$ li)e +abur! (hi#h manufa#ture$ Real range of fruit %ui#e$! ha*e $tarted e1perimenting (ith pro#e$$ing t(o or more fruit$. ;apa#it" utili$ation ma" impro*e $ignifi#antl" if thi$ trend be#ome$ more popular. Brand building i$ an important part of $elling and $ur*i*ing $trateg" for fruit pro#e$$ing #ompanie$. ;ompanie$ li)e /ropi#ana from 9ep$i#o. (hi#h $ell$ %ui#e under the brand name /ropi#ana and +abur0$ Real fruit %ui#e$ ha*e emerged a$ $u##e$$ful brand$! $ignif"ing the importan#e of brand building in the fruit pro#e$$ing indu$tr". An the e1port mar)et front! the pi#ture $eem$ to loo) better. A (hole range of ne( pro#e$$ed food produ#t$ i$ emerging a$ the ne( e1port potential! (hi#h $pe#ifi#all" in#lude the fruit %ui#e$. /he Indian e1port$ (ere generall" dominated b" mango pulp. 4ithin the dome$ti# mar)et! among the pro#e$$ed fruit produ#t$! fruit %ui#e$ and $u#h other produ#t$! li)e ne#tar$ et#! are beginning to get a mar)et. But the off7ta)e i$ limited to the high in#ome group. /he$e produ#t$ al$o fa#e $tiff #ompetition from bottled aerated drin)$. /he$e fa#t$ doe$ not reall" mean a di$mal potential in$talled in for fruit %ui#e indu$tr" there e1i$t$ a latent demand for fruit %ui#e in the #ountr". Indian #on$umer ha$ be#ome more and more h"giene and health #on$#iou$! (hi#h ha$ led him to demand for h"gieni# food produ#t$. <ruit %ui#e$ thu$! ha*e a great potential to appeal to the Indian ;on$umer. /he in#ome le*el of the a*erage Indian i$ ri$ing (hi#h ha$ re$ulted in in#rea$e in di$po$able in#ome$. /herefore! #on$umer$ are read" to bu" pa#)et$! pro#e$$ed and h"gieni# fruit

49

%ui#e$ rather than a gla$$ of %ui#e from the road$ide %ui#e *endor! e*en if the pa#)ed %ui#e ma" #o$t him more. Reali$ing the$e fa#t$ and @o*t poli#" to in#lude pro#e$$ed fruit %ui#e indu$tr" under the high priorit" $e#tor! man" ne( and old #ompanie$ entered the pa#)ed fruit %ui#e mar)et. /o pre#ede e*er"one! (a$ the R$. 1050 #rore +abur India ,td (hi#h i$ (ell )no(n a$ a pharma#euti#al #ompan". In Hune! 199D +abur! entered the %ui#e mar)et reali$ing it$ potential (ith it$ *a$t range of Real fruit %ui#e$. Real fruit %ui#e$ (ere not an in$tant $u##e$$. It$ failure #an be attributed to the $la#)ne$$ in the di$tribution net(or). ,earning upon the lo$t opportunit" b" +abur! a Mumbai ba$ed te1tile firm loo)ed upto to di*er$if" it$ bu$ine$$ operation$ and entered the fruit %ui#e mar)et (ith the formation of -n)a" /e1ofood ,td. /heir brand An%u$ (a$ laun#hed in April 9E! and (ith #areful planning the" #aptured a huge mar)et $hare in *irtuall" monopoli$ti# mar)et #ondition$. +abur later reali$ed it$ mi$ta)e$ and geared up to ta)e on the mar)et leader An%u$. Relaun#hed! Real fruit %ui#e$ in Augu$t 9?! the re*itali2edReal fruit %ui#e$ ha*e $tarted doing (ell after it$ relaun#h. 4at#hing the inten$e battle bet(een /ropi#ana and Real fruit %ui#e$! to #aputer the Indian fruit %ui#e mar)et! international $oft drin) giant 9ep$i de#ided to enter thi$ lu#rati*e fruit %ui#e mar)et. 9ep$i re#entl" laun#hed it$ an$(er to An%u$ and Real in the $hape of /ropi#ana. /he pre$en#e of /ropi#ana! Real and Berr" $ugge$t that there i$ an immen$e potential in the Indian fruit %ui#e mar)et. -*en though the e$tabli$hed pla"er$ li)e An%u$ and more frequentl" Real ha*e #aptured a #hun) of the %ui#e mar)et. /he entr" of /ropi#ana $ugge$t that there i$ $till $#ope for other$ to enter into thi$ mar)et and hat#h the egg$ of the golden goo$e! Indian %ui#e mar)et.

50

/he produ#t$ underta)en in fruit %ui#e $egment in the Be*erage indu$tr" are& /ropi#ana from 9ep$i#o Real <ruit Hui#e$ b" +abur India ,td.

Berr" an Au$tralia 9rodu#t. MARKETING STRATEGIES OF DABUR FOODS LTD. /he a#ti*itie$ and program$ (hi#h a bu$ine$$ firm de$ign$ and #arrie$ out in it$ effort$ to(ard$ (inning #u$tomer$! relate one or the other of the four element$! (hi#h are u$uall" )no(n a$ four 90$ of mar)eting! or %u$t Mar)eting Mi1 *ariable. 9rodu#t 9la#e 9ri#e 9romotion

1 9rodu#t mean$ the good$ and the $er*i#e$ #ombination the #ompan" Affer$ to the target mar)et. It$ *ariable$ are &7 7 9rodu#t mi1 and produ#t line 7 +e$ign! qualit"! feature$! model$! $t"le! appearan#e! $i2e and (arrant" of produ#t$. 7 9a#)aging! t"pe! material! $i2e! appearan#e! label

51

7 Branding and trademar) 7 Ser*i#e$! pre7$ale and after7$ale 7 Ne( produ#t$ 5 9la#e in#lude$ #ompan" a#ti*itie$ that ma)e the produ#t a*ailable to target #on$umer$. It$ *ariable$ are &7 7 ;hannel$ of di$tribution! t"pe$ of intermediarie$! #hannel de$ign! lo#ation of outlet$! #hannel remuneration and dealer 7 prin#iple relation$ 7 9h"$i#al di$tribution! tran$portation! (arehou$ing! in*entor" le*el$! Arder pro#e$$ing et#. 6 9ri#e i$ the amount of mone" #u$tomer$ ha*e to pa" to obtain the 9rodu#t. It$ *ariable$ are &7 7 9ri#ing poli#ie$! le*el$ of margin$! di$#ount and rebate$. 7 /erm$ of deli*er"! pa"ment term$! #redit term$ and in$tallment$ <a#ilitie$. 7 Re$ale and pri#e maintainen#e 8 9romotion mean$ a#ti*itie$ that #ommuni#ate the merit$ of the produ#t and per$uade$ the target #u$tomer$ to bu" it. It$ *ariable$ are &7 7 9er$onal $elling&7 ob%e#ti*e$! le*el of effort! qualit" of $ale$ for#e! #o$t le*el! le*el of moti*ation. 7 Ad*erti$ing & media mi1! budget$! allo#ation$ and program$. 7 Sale$ promotional effort$! di$pla"$! #onte$t$! trade promotion$.

52

7 9ubli#it" and publi# relation. An effe#ti*e mar)eting program blend$ all the! mar)eting mi1 element$ into a #oordinated program de$igned to a#hie*e the #ompan"0$ mar)eting. ob%e#ti*e$ b" deli*ering *alue$ to #on$umer$. /he mar)eting mi1 #on$titute$ the #ompan"0$ ta#ti#al tool$ )it for e$tabli$hing $trong po$itioning in target mar)et$. /hu$! from the abo*e it i$ *er" mu#h #lear that the proper mar)eting mi1 i$ ne#e$$ar" for the produ#t$ to be $u##e$$ful. .en#e! the produ#t to be anal"$ed a$ $tated here under (ith their mar)eting mi1.

53

PRESENTATION OF DATA

54

PRESENTATION OF DATA
CONSUMERS ANALYSIS DABUR REAL JUICES !. P$"2,$ D*1(31(# F*/14 J/19$%

No 0%

Yes 100%

55

2.

B*'(6 A)'*$($%%

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

82%

19% 11% 4%
Ad. Poster Shopkeeper Friends

7%

3%
!thers

Neighbo rs

56

C.

C'4$#"*: "0 R$', J/19$ C"(%/.$* M"%4,: B/:%

70% 60% 50% 40% 30% 20% 10% 0%

67%

52% 43% 36%

13%

"#ngo

!r#nge

Pine#pp$e

"i%

&o'#tto

57

A.

S$'%"(', C"(%/.241"( "0 R$', J/19$

(inter 4%

)onst#nt 13%

S ''er 83%

58

-.

C"(%/.241"( "0 R$', J/19$ 10 4&$*$ )1,, 5$ %,1#&4 1(9*$'%$ 1( P*19$ E I(9*$'%$ 1( J/',14:

)onst#nt 47%

*igh 37%

+o, 16%

59

B.

C/%4".$* EF2$94'41"( 0*". D'5/* 5: $F$.241"( "0 $F91%$ D/4:.

"i%.o0.both. Pri-e..31 #$it2 36%

Pri-e./ene0it 21%

1 #$it2./ene0it 43%

60

D.

C"(%/.241"( "0 R$', J/19$ 10 4&$*$ )1,, 5$ 1(9*$'%$ 1( J/',14: '(6 %,1#&4 6$9*$'%$ 1( 2*19$.

)onst#nt 29%

+o, 0%

*igh 71%

61

8.

W1,, 61%9"/(4 1(0,/$(9$ 9/%4".$*% 4" ,$';$ D'5/* E /%$ "4&$* J/19$ 3(")1(# R$', J/19$ 1% 5$44$*.

Yes 27%

No 73%

62

CONSUMERS ANALYSIS

DABUR HOMEMADE COOKING PASTES !. U%$ "0 C""31(# P'%4$ 4" .'3$ 0""6 6$,191"/%

No 21%

Yes 79%

63

2.

R$9',, "0 D'5/* H".$.'6$ C""31(# P'%4$%

70% 60% 50% 40% 30% 20% 10% 0%

62%

47%

14% 11% 6% 3%

Ad.

Friends

Neighbo rs

Posters

Shopkeepers

64

!thers

C.

C'4$#"*: "0 P'%4$ C"(%/.$* B/:.

90% 80% 70% 60% 50% 40% 30% 20%

87% 74%

41% 36%

9%
10% 0%

11%

17%

)#psi-o.7ed

5#r$i-

5inger

65

)#psi-o.5reen

5#r$i-65inger

+e'onee4

&#'#rind

A.

C/%4".$* $F2$94'41"( 0*". D'5/* 5: $F$.241"( "0 $F91%$ 6/4:.

"i%.o0.both. Pri-e..3.1 #$it2 26%

1 #$it2./ene0it 17%

Pri-e./ene0it 57%

66

-.

C"(%/.$* "0 H".$.'6$ 10 4&$*$ )1,, 5$ %,1#&4 1(9*$'%$ 1( P*19$ E 1(9*$'%$ 1( J/',14:

*igh 16% )onst#nt 41%

+o, 43%

67

B.

C"(%/.241"( "0 H".$.'6$ 10 4&$*$ )1,, 5$ 1(9*$'%$ 1( J/',14: E %,1#&4 6$9*$'%$ 1( P*19$

*igh. 34%

)onst#nt 66%

+o, 0%

68

D.

D" 61%9"/(4% 1(0,/$(9$ 9/%4".$*% 4" ,$';$ D'5/* E /%$ "4&$* P'%4$ K(")1(# H".$.'6$ 1% 5$44$*

Yes 21%

No 79%

69

RETAILERS ANALYSIS

DABUR REAL JUICE !) S4"931(# "0 R$', J/19$ 5: 4&$ R$4'1,$*%

No 18%

Yes 82%

70

2)

P/*9&'%$ "0 J/19$ T:2$

!thers 24% 7e#$.8 i-e 44%

&ropi-#n# 32%

71

C)

S4"931(# "0 R$', J/19$ O;$* 4&$ P'%4 Y$'*

7e'ined.the. s#'e 23%

:e-re#sed 0%

9n-re#sed 77%

A)

R$'%"(% 0"* %4"931(# D'5/* R$', J/19$

72

Pro'otion#$. S-he'es 8% *igher.tr#de. '#rgins 49% )ons 'er.#sk. 0or.it 43%

73

-)

A(: $00$94 "0 1(9*$'%$ 1( P*19$ 1( *$', J/19$

Yes 17%

No 83%

74

RETAILER ANALYSIS

DABUR HOMEMADE !) S4"931(# "0 H".$.'6$ 5: 4&$ *$4'1,$*

No 37%

Yes 63%

2)

P/*9&'%$ "0 C""31(# P'%4$

75

+o-#$$2.'#de;. <nbr#nded 4%

!thers 5%

:#b r. *o'e'#de 91%

C) S4"931(# "0 D'5/* &".$.'6$ 9""31(# P'%4$ ";$* 4&$ 2'%4 :$'*.

:e-re#sed 0%

7e'#ined.the. s#'e 41%

9n-re#sed 59%

?.A.

R$'%"(% 0"* %4"931(# D'5/* H".$.'6$

76

No.other. N#t r#$.br#nds. #=#i$#b$e 15%

Pro'otion#$. S-he'es 4%

*igher.tr#de. '#rgins 42%

)ons 'er.#sk. 0or.9& 39%

77

-)

A(: $00$94 "0 B/6#$4

Yes 16%

No 84%

78

ANALYSIS OF DATA

79

ANALYSIS OF DATA
SWOT ANALYSIS STRENGTHS: It i$ pre$ent in t(o $(eetened and un$(eetened ta$te -ffi#ient di$tribution #hannel Affordable and *i$ible G$er friendl" pa#)aging -1tended $helf life -a$" a*ailabilit" Reliabilit" Appeal$ to health and h"giene #on$#iou$ people ,arge produ#t line Gndifferentiated mar)et

WEAKNESSES ;on$umer0$ per#eption to(ard$ +abur a$ a pharma#euti#al #ompan" 9eri$hable produ#t Stringent qualit" management .igh in*e$tment required

OPPORTUNITIES @ro(ing $tage7 $unri$e indu$tr"

80

;hanging #on$umer habit$ Ne( fla*our$ e$pe#iall" *egetable$ -1port potential

THREATS -ntr" barrier$ not high ;ompetition from MN;0$ ;ompetition from non7al#oholi# be*erage mar)et.

81

FINDINGS

82

FINDINGS
THE MARKETING MI> PRODUCT ( R$', J/19$ ) /he <a#t$ & /he Real range of %ui#e$ in#lude$ orange! mango! pineapple and mi1ed fruit %ui#e$ a$ (ell a$ it$ *egetable *ariant! tomato in it$ produ#t line. /hi$ %ui#e$ #ontain 100 per#ent fruit %ui#e. Real ha$ no additi*e$ artifi#ial fla*our! #olour or pre$er*ati*e$. /he fruit %ui#e ha$ a $elf life of $i1 month$ and doe$ not need refrigeration at the retail end. /he Hui#e$ are a*ailable both in $(eetened and un$(eetened form. Real fruit %ui#e$ (ere a*ailable and pa#)ed in Nepal in 500ml and llitre tetrapa#)! 9re*aiou$l" it (a$ a*ailable in elopa#). /o o*er#ome thi$ hindran#e! +abur India tied up (ith @odre% <ood$ regarding the pa#)aging of Real! and no( Real i$ a*ailable in tetrapa#)$ of 500ml! 550ml! 500ml! l litre (hi#h are tapped at the top for ea$" handling. /he mar)et $hare of Real %ui#e$ a##ount for 65I K en%o"ing the 9ri*ilege of be#oming M)t leader. FINDINGS &7 In term$ of *ariet" and fla*our! Real offer$ a multifla*oured *ariet". Al$o! Indian$ are )no(n to ha*e a $(eet tooth! Real %ui#e$ are a*ailable in $(eetened fla*our al$o. Real pro*ide$ a*ailable at e*er" hoo) and #orner. -lopa#)$ (ere introdu#ed b" Real to en$ure good %ui#e qualit" but a$ tetrapa#)$ are preferred and no( Real %ui#e$ are pa#)ed in tetrapa#)$ )eeping naturall" $(eet and artifi#iall" $(eetened %ui#e$7 a big plu$ for the Real brand. Al$o no(! Real fruit %ui#e$ are

83

the qualit" and ea$" handling! $o a$ for no(! Real %ui#e$ are a*ailable in tetrapa#)$ of 500ml! 500ml and l litre.

84

PRICE <A;/S Brand <la*our$ Arange R-A, ($(eetened Gn$(eetened Mango <RGI/ (S( and Gn$( 9ineapple HGI;-S (S( and Gn$( Mi1 <ruit Hui#e (S( and Gn$( /omato (S( and Gn$( FINDINGS&7 Real! multi fla*oured brand$ ha$ put it$ different fla*our$ under different pri#e tag )eeping in mind the preferred ta$te$ of Indian #on$umer. /he $(eetened and un$(eetened %ui#e *arietie$ are pri#ed $ame. Sin#e Real i$ fighting it$ battle not %u$t again$t it$ immediate #ompetitor /ropi#ana but al$o again$t the e$tabli$hed <rooti! $o the pri#e$ for orange and mango %ui#e$ are in a #ompetiti*e range and the other %ui#e$ are pri#ed a higher than that of orange and mango %ui#e$ )eeping their no*elt" and preferen#e$ of Indian #on$umer in mind. ,a$t "ear! Real laun#hed it$ fe$ti*e #arton of four 500 ml pa#)$ (5 orange$! 1 mi1ed and 1 tomato pri#ed at R$. 7 7 7 7 R$ 65 R$ 65 R$ D? R$ D0 7 7 R$ 65 R$ D0 R$ 10 7 R$ 65 R$ D0 16 7 R$ 65 R$ D0 500ml 550 ml 500 ml 1 litre

85

90. /hi$ "ear Real laun#hed a gift pa#) of four 500ml pa#)$ (mango! orange! pineapple and mi1ed fruit %ui#e$ pri#ed at R$. 105. Al$o! Real ha$ laun#hed a $#heme of Bu" t(o orange %ui#e pa#) of 550ml and $a*e R$. ?0. /he #ompan" belie*e that on#e the #on$umer tr" the brand$ at $la$hed pri#e! the brand$ (ould gain pea) $ale$ "ear after "ear. .o(e*er! the #ompan" failed to under$tand that #on$umer in general are no longer brand lo"al and are al(a"$ hunting for 3*alue of mone":. In order to $teal the $ho( from aerated! non7 al#oholi# fruit drin)$! it i$ imperati*e that the #ompan" tr" and in#rea$e profit$ b" in#rea$ing $ale$ *olume and rea#hing e#onom" of $#ale and not b" in#rea$ing pri#e tag. PLACE /he <a#t$&7 Real i$ aimed at teenager$! "oung )id$! (i*e$! mother and famil" people. Initiall"! (hen Real <ruit %ui#e$ (ere laun#hed! the" (ere $par$el" a*ailable. 9o$itioned a$ an up mar)et brand! it (a$ mo$tl" a*ailable in mid7up mar)et outlet$. /he ab$en#e of $mall! #on*enient pa#)$ made Real le$$ di$#rete in a 9remi$e$ outlet$ li)e #ollege #anteen$ and road$ide $tore$. /o ma)e matter$ (or$e in7tran$it damage$ to the pa#)$ during #arton handling earned the brand a bad name initiall". But reali$ing their mi$ta)e and after loo$ing a large #hun) of it$ mar)et $hare to it$ #ompetitor! the pa#)ing of Real (a$ #hanged from elopa#)e$ to tetrapa#)$! and the di$tribution #hannel (a$ made more effi#ient. /he effi#ien#" of di$tribution i$ $u#h! that no( Real fruit %ui#e$ are a*ailable e*er" (here. FINDINGS&7 Real ha$ done (ell to elaborate their #on$umer $egment from )id$! teenager$ to "oung adult$ and famil" people! $urpri$ingl" the $ale$ ha$ not ri$en e1ponentiall". In toda"0$ bu"er0$ mar)et! if one brand i$ not a*ailable! the $e#ond one (ould #on*enientl" ta)e$ it$ pla#e. 9rodu#t differentiation and

86

e*entuall" brand lo"alt" i$ #ontinuou$l" dimini$hing in the #ompetiti*e mar)et of toda". A$ a re$ult! $er*i#e$ e$pe#iall" a$ that of di$tribution and logi$ti#$ gain$ #ru#ial importan#e. So! initiall" Real (ent off the $hel*e$ due to the $la#) di$tribution net(or) and then in Augu$t! after relaun#hing it again in tetrapa#)$ and ma)ing it a*ailable at e*er" noo) and #orner! it ha$ gained momentum $ub$tantiall".

87

PROMOTION /.- <A;/S&7 Real & >+o "ou belie*e in real lo*eO /here0$ nothing artifi#ial about it0 /he e$$en#e of Real0$ promotional (or) i$ >real0. /o the up mar)et hou$e(ife! it i$ po$ed a$ a #on*enient pa#) full of nutritional *alue. /hough #on$idered a$ a premium produ#t! be#au$e of it$ pri#e #ompetiti*ene$$! it i$ being pit#hed again$t road$ide %ui#e(all$. ;ompletel" h"gieni# and >*alue for mone"0 are the me$$age$ being $ent a#ro$$. Real! barring a fe( ad*erti$ing $pot$ ha$ not reall" ad*erti$ed mu#h. But all thi$ i$ $et to #hange thi$ "ear (ith and ad*erti$ing budget of about R$. 1 #rore $trateg" i$ being (or)ed out (ith door to door $ale$ and $ample promo$. /o add *ariet" Real no( e*en #ome$ in blue pa#)$! equipped (ith $#re( ba#)7up$.

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FINDINGS: 4hen a #ompan" fa#e$ $tiff #ompetition form the other. It i$ but impo$$ible for the #ompan" to di$regard promotion. Regarding the promotional effort! Real po$e$ a $edate and premium image. /he pa#)aging in it$elf $pea)$ a lot about the #on$umer$ being targeted. 9a#)aging pla"$ a *er" important role in promoting the produ#t. A*ailabilit" of Real fruit %ui#e in blue tetrapa#)$ (ith $#re( ba#) up ha*e tremendou$l" promoted the produ#t and al$o point of pur#ha$e ho( help in impul$e bu" de#i$ion$. /o promote fruit %ui#e$ a gift pa#) of four 500ml pa#)$ (mango! orange! pineapple and mi1ed fruit %ui#e are laun#hed at a pri#e of R$. 105. Real ha$ al$o laun#hed a $#heme of 3Bu" 5 orange pa#)$ of 550ml and $a*e R$. ?: ha*e reall" promoted the produ#t.

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THE MARKETING MI> PRODUCT (HOMEMADE) <A;/S&7 /he .omemade range of 9a$te$ in#lude$ ,emonee2! @arli#! @inger! Mu$tard! @arli# ginger mi1! /amarind! ;ap$i#o Red K ;ap$i#o green. /he 9a$te$ #ontain ?5I Natural ingredient (ith additi*e$ artifi#ial fla*our! #olour or 9re$er*ati*e$. .ome made$ ha$ a $elf life of D month$ K doe$ not need refrigeration at the retail end .ome made$ are K in tetrapa#) form K a*ailable in 50I (/.9. ! 500g K 550g. FINDINGS: In term$ of *ariet" K fla*our! Real offer$ a multi fla*oured *ariet". Al$o Indian$ are )no(n for eating deli#iou$ food$. In pro*ide$ artifi#ial ta$te7 a big 9lu$ for .omemade brand. Bottle! 9a#) K /etra pa#) (ere introdu#ed b" .omemade to en$ure good$ qualit". PRICE FINDING&7 .omemade! multifla*oured brand$ ha$ 9ut it$ different fla*our$ under different pri#e tag$ )eeping in mind the preferred ta$te$ of Indian ;on$umer. A$ .omemade i$ a ne( #on#ept and +abur (a$ I$t to laun#h ;oo)ing 9a$te b" the name of .omemade! 9ri#e$ (ere )ept lo( a$ @arli#F @inger mi1 50g (/.9. i$ pri#ed at R$. 5 .omemade 50g (/.9. (a$ gi*en free (ith 550g +abur

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.one" a$ ;ompan" belie*e that on#e #on$umer$ tr" the brand$ at $la$hed pri#e! /he brand (ould gain 9ea) $ale$ "ear after "ear. PLACE .omemade i$ aimed at .ou$e (i*e$ K mother$. Initiall" (hen .omemade #oo)ing 9a$te (ere laun#hed! the" (ere $par$el" a*ailable 9o$itioned a$ an up Mar)et! brand it (a$ mo$tl" a*ailable in mid up M)t.! brand it (a$ mo$tl" a*ailable in mid up M)t outlet$. /he 9a#)aging of .omemade (a$ #hanged from $imple pa#) to tetrapa#)$ K the di$tribution #hannel (a$ made more effi#ient. /he effi#ien#" of di$tribution i$ $u#h! that no( +abur .omemade a*ailable e*er"(here. FINDINGS: .omemade ha$ done (ell the mar)et the mar)et de$pite the fa#t that it i$ a ne( #on#ept for the people to dige$t it. .omemade $ale$ are in#rea$ing e*er" "ear and it$ di$tribution net(or) be#ome$ $trong. No( it i$ a*ailable at e*er" noo) K #orner! it ha$ gained momentum $ub$tantiall". PROMOTION .AM-MA+-&7 Sil(atte Ba Haadu. /he e$$an#e of .omemade0$ 9romotional (or) i$ Natural ie! ;on*enient 9a#) full of nutritional *alue. 9ri#e$ (ere )ept le$$ a$ it i$ a ne( #on#ept and +abur i$ the onl" Indian ;ompan" (hi#h i$ manufa#turing #oo)ing pa$te$. ;ompletel" h"gieni# K /a$te of nature are the me$$age$ being $ent a#ro$$. /o add Cariet" .omemade #ome$ in bottle! 9a#) K /etrapa#)$. A$ in India 9eople prefer to go for fre$h thing$ and there i$ ea$" a*ailabilit" of the$e food produ#t$. A$ it i$ a ne( #on#ept and to promote .omemade. /.9 of R$. 5 (ere gi*en free (ith other +abur produ#t$ from time to time.

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LIMITATIONS

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LIMITATIONS
1. /he retailer$ di$tributor$ K (hole$ale$ *i$ited b" me (ere helpful but initiall" the" (ere relu#tant to pro*ide an" information $u#h a$ their monthl" $ale$ of or per$onal information budget$ (ere not pro*ided b" them! $o $e#ondar" data (a$ $ee)ed. 5. /he $e#ondar" data #olle#ted might #on$i$t of manipulation$! (hi#h might ha*e gi*en bia$ in the re$ult. 6. 8. 5. /he la#) of e1perien#e in preparing the pro%e#t report. ,a#) of e1perien#e in drafting the que$tionnaire. ,a#) of )no(ledge on the part of the re$pondent$ regarding the $ub%e#t matter. D. E. Sur*e" re$ult$ ma" be prone to $ampling error$. ,a#) of time a$ time to *i$it retailer$! di$tributor$ K (hole$aler$ i$ done mainl" in afternoon.

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RECOMMENDATION AND CONCLUSION

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RECOMMENDATIONS
1. A$ the produ#t$ anal"$ed belong to the #oo)ing pa$te$ and fruit %ui#e$ $egment! $tringent qualit" management i$ ne#e$$ar" at ea#h and e*er" $tage of produ#tion! pa#)aging and di$tribution. 5. /he me$$age of the nutrition *alue and the qualit" in h"giene a$pe#t$ $hould be put a#ro$$ on tetrapa#)$ and bottle$. 6. A #ommon Indian i$ a(are of $oft drin)$ and e*en fruit drin)$ but lea$t of all of fruit %ui#e$! $o (hat i$ therefore required i$ e1ten$i*e promotion for Real Hui#e$. 8. Real fruit %ui#e$ ha$ opened the gate$ for *egetable %ui#e$! b" introdu#ing7/omato *ariant$! other *egetable fla*our$ $u#h a$ that of #arrot #an al$o be introdu#ed7 (hi#h (ill definitel" appeal to health and h"giene #on$#iou$ #on$umer$.

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CONCLUSIONS
/he %ui#e Indu$tr" i$ "et to #apture the be*erage mar)et in full $(ing. Aerated $oft drin) follo(ed b" fruit drin)$ dominate the mar)et. /he #on$umer0$ patrioti# lo*e for tea and #offee i$ unfared. Hui#e$ are "et to e$tabli$h their $upplement u$e in the a*erage hou$ehold here in lie$ the great opportunitie$. 4ithin the mar)et! it i$ $afe to #on#lude that Real ha$ hit off rather(ell (ith the ma$$e$. Real ha$ #learl" lo$t it head $tart ad*antage and thereb" a#quiring %u$t 65I of the mar)et $hare (hile other$ en%o"$ re$t of the mar)et $hare. /hi$ #ould be (ell attributed to Real $u##e$$ful A/A (A*ailabilit"! /a$te and Affordabilit" mar)eting module! the attribute$ mo$t rated b" the #on$umer$. ,a#) of publi#it" ha$ hampered the gro(th progre$$ of the brand $o aggre$$i*e ad*erti$ing i$ needed to promote Real and .omemade brand ./he brand$ $u#h a$ that of >Spla$h0 b" Ne$tle! Safal (ith it$ >@ua*aand Mango fla*our! ;o#a7;ola0$ >Minute7 made0 and al$o GS food giant$$+el Monte are read" to hit the %ui#e mar)et *er" $oon.

.omemade #oo)ing 9a$te$ ha$ no ma%or #ompetition e1#ept an Au$tralian 9rodu#t /oba$#o. A$ ;oo)ing 9a$te i$ a ne( produ#t $o people are not able to dige$t it "et +abur i$ getting ? #rore$ from .omemade$ in (hi#h @inger garli# mi1 a##ount$ for 8 #rore$! ,emonee2 1 ;rore K other$ 6 ;rore$ . A$ the $trategie$ of the #ompanie$ )eep$ on #hanging! be it in %ui#e indu$tr" or $oft drin) indu$tr" ! a #ompan" ha$ to #reate per#eption$ and #o*er them into realitie$. It i$ an e1pen$i*e propo$ition requiring huge e1penditure on ad*erti$ing! $pon$or$hip$ and media. /hu$! the ideal #ompan" (ill be the one (hi#h #ombine$ the high end te#hnolog" (ith #on$umer in$ight. A$ 1DI of the e1#i$e dut" i$ e1empted on food produ#t$ in thi$ budget ! Man" food #ompanie$ in#luding +abur got benefited from it . An the anal"$i$ of $ur*e" it (a$ found that target Mar)et of real Hui#e (ant qualit" benefit rather

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then 9ri#e benefit! $o it i$ better to $tre$$ on qualit" rather than on de#rea$ing pri#e to in#rea$e $ale$ and profit . /o in#rea$e mar)et $hare +abur $hould gi*e $light pri#e benefit on Real brand $o that #u$tomer$ of other Hui#e brand $hould $(it#h from other brand to Real brand . A$ .omemade i$ a ne( produ#t introdu#ed b" +abur and a$ +abur i$ getting e1#i$e benefit from the @o*ernment $o +abur $hould pa$$ $light 9ri#e benefit to the target mar)et $o that target marget $hould u$e the homemade and adopt it in ma)ing dail" food thereb" in#rea$ing the mar)et $hare of .omemade$.

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BIBLIOGRAPHY
TITLE
/he Hui#e$ to go pla#e$ Boom in the time$ of @loom <ruit of the ,oom ;orporate +o$$ier! /he -#onomi# /ime$ Bod" ;oolant$ 9ioneer

SOURCE
Bu$ine$$ India Bu$ine$$ 4orld

<ruit$ of ,abour

<inan#ial -1pre$$

A Ma$ti S(ing

/he -#onomi# /ime$

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