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RESEACH PROJECT REPORT
ON
Distribution of Dabur
Foods
Table Of Contents
Executive Summary 4
Introduction to FMCG Market 7
Research Objectives 4
!uice industry in India "
Com#any $ro%i&e '(
Sa&es )ision O% *he Com#any ''
Strate+ic Intent '4
,istory '-
Fie&d Force .'
/istribution 0et1ork ..
$roduct Introduction .4
/abur home made introduction 44
2iterature Revie1 4-
Sco#e O% Study 43
Research Methodo&o+y "(
$romotiona& Schemes O% )arious Com#etitors ".
/ata $resentation o% Market Share Research "-
4uestionaire -(
!uice 5rands $resent 6t )arious Out&ets -'
Observations -7
Recommendations -7
2imitation 7
5ibi&io+ra#hy 7'
Executive !ummary
The study can be effectively divided into two parts:
=>To map the market share of the Real Juices in the Meerut Market.
=>Distribution of Dabur oods.
To complete the study effectively the knowled!e of the market and the
operations of the market" alon! with the area where the study needs to be
done was necessary" thus the initial period of the trainin! included the sales of
the real fruit #uices in whole of the Meerut market alon! with the team of the
stockist" the sales was done for the period of appro$imately two weeks
spannin! from %
th
June to %
th
of &u!ust" '(().
*ith the above !iven ob#ectives in mind" a primary research was conducted in
the month of June and July. The data was collected throu!h +uestionnaires
which were administered to various retailers in the Meerut re!ion. Mainly four
markets ,&-. /&01" /al kurti" 2adar Market" 3andhi 0a!ar4 were covered in
the process of mappin! the market share of the Real Juices" the total shops
covered in these areas included those shops where the Real Juice is places
as well as those shops where the product is not places but can be placed.
The above studies !ave broadly the followin! results: 5n case of market share
the 6Real Juice7 brand is the pioneer in the Meerut market with the
appro$imate market share of 8'.89:" followed by resh!old , a ;riya!old
;roduct4 and /eh -erry. The e$istence of the national competitor Tropicana
Juices was ne!li!ible. The study also contains the various problems faced by
the product in the market and also !ives the recommendations which can be
used to overcome those problems. These are covered in the later chapter of
the report.
5n mappin! the consumer preferences the study included what are the
preferences of the consumer while choosin! a particular brand and why does
the consumer drinks #uices etc which are analy<ed in detail in the later
chapters of the report. The sample si<e for this study was =>( Retailers in the
hi!hly developed as well as little less developed areas of Meerut.

INTRODUCTION TO FAST MOVING CONSUMER GOODS
*hat are M?3s@
*e re!ularly talk about thin!s like butter" potato chips" toothpastes" ra<ors"
household care products" packa!ed food and bevera!es" etc. -ut do we know
under which cate!ory these thin!s come@ They are called M?3s. M?3 is
an acronym for ast Movin! ?onsumer 3oods" which refer to thin!s that we
buy from local supermarkets on daily basis" the thin!s that have hi!h turnover
and are relatively cheaper.
ast Movin! ?onsumer 3oods ,M?34" are products that are sold +uickly at
relatively low cost. Thou!h the absolute profit made on M?3 products is
relatively small" they !enerally sell in lar!e +uantities" so the cumulative profit
on such products can be lar!e. 1$amples of M?3 !enerally include a wide
ran!e of fre+uently purchased consumer products such as toiletries" soap"
cosmetics" teeth cleanin! products" shavin! products and deter!ents" as well
as other nonAdurables such as !lassware" li!ht bulbs" batteries" paper
products and plastic !oods. M?3 may also include pharmaceuticals"
consumer electronics" packa!ed food products and drinks" althou!h these are
often cate!ori<ed separately.
M?3 products contrast with durable !oods or ma#or appliances such as
kitchen appliances" which are !enerally replaced less than once a year. 5n
-ritain" Bwhite !oodsB in M?3 refers to lar!e household electronic items
such as refri!erators. 2maller items such as TC sets and stereo systems are
sometimes termed Bbrown !oodsB.
2ome of the best known e$amples of ast Movin! ?onsumer 3oods
companies include ?loro$" ?ol!ateA;almolive" 3eneral Mills" D. J. Dein<"
Reckitt -enckiser" 2ara /ee" 0estlE" .nilever" ;rocter F 3amble" ?ocaA?ola"
?arlsber!" GimberlyA?lark" Graft" ;epsi" *arburtons" *ilkinson and Mars.
FMCG SEC*OR
ast Movin! ?onsumer 3oods ,M?34 !oods are popularly named as
consumer packa!ed !oods. 5tems in this cate!ory include all consumables
,other than !roceriesHpulses4 people buy at re!ular intervals. The most
common in the list are toilet soaps" deter!ents" shampoos" toothpaste"
shavin! products" shoe polish" packa!ed foodstuff" household accessories
and e$tends to certain electronic !oods. These items are meant for daily of
fre+uent consumption and have a hi!h return.
& ma#or portion of the monthly bud!et of each household is reserved for
M?3 products. The volume of money circulated in the economy a!ainst
M?3 products is very hi!h" as the number of products the consumer use is
very hi!h. ?ompetition in the M?3 sector is very hi!h resultin! in hi!h
pressure on mar!ins.
M?3 companies maintain intense distribution network. ?ompanies spend a
lar!e portion of their bud!et on maintainin! distribution networks. 0ew
entrants who wish to brin! their products in the national level need to invest
hu!e sums of money on promotin! brands. Manufacturin! can be outsourced.
& recent phenomenon in the sector was entry of multinationals and cheaper
imports. &lso the market is more pressuri<ed with presence of local players in
rural areas and state brands.
FMCG Products and Categories
;ersonal ?are" Iral ?are" Dair ?are" 2kin ?are" ;ersonal *ash ,soaps4.
?osmetics and toiletries" deodorants" perfumes" feminine hy!iene" paper
products.
Dousehold care fabric wash includin! laundry soaps and synthetic deter!entsJ
household cleaners" such as dishHutensil cleaners" floor cleaners" toilet
cleaners" air fresheners" insecticides and mos+uito repellents" metal polish
and furniture polish.
FMCG in 2006
The performance of the industry was inconsistent in terms of sales and !rowth
for over K years. The investors in the sector were not !ainers at par with other
boomin! sectors. &fter two years of sinkin! performance of M?3 sector" the
year '((> has witnessed the M?3s demand !rowin!. 2tron! !rowth was
seen across various se!ments in L(9. *ith the rise in disposable income
and the economy in !ood health" the urban consumers continued with their
shoppin! spree.
A ood and health bevera!es" branded flour" branded su!arcane" bakery
products such as bread" biscuits" etc." milk and dairy products" bevera!es
such as tea" coffee" #uices" bottled water etc" snack food" chocolates" etc.
A re+uently replaced electronic products" such as audio e+uipments" di!ital
cameras" /aptops" ?TCsJ other electronic items such as Refri!erator" washin!
machines" etc. comin! under the cate!ory of *hite 3oods in M?3.
Sector Outlook
M?3 is the fourth lar!est sector in the 5ndian 1conomy with a total market
si<e of Rs. 9("((( crores. M?3 sector !enerates >: of total factory
employment in the country and is creatin! employment for three million
people" especially in small towns and rural 5ndia.
Scope Of The Sector
The 5ndian M?3 sector with a market si<e of .2M=N.= billion is the fourth
lar!est sector in the economy. & wellAestablished distribution network" intense
competition between the or!ani<ed and unor!ani<ed se!ments characteri<e
the sector. M?3 2ector is e$pected to !row by over 9(: by '(=(. That will
translate into an annual !rowth of =(: over a >Ayear period. 5t has been
estimated that M?3 sector will rise from around Rs >9">(( crores in '((> to
Rs %'"=(( crores in '(=(. Dair care" household care" male !roomin!" female
hy!iene" and the chocolates and confectionery cate!ories are estimated to be
the fastest !rowin! se!ments" says an D2-? report. Thou!h the sector
witnessed a slower !rowth in '(('A'((K" it has been able to make a fine
recovery since then.
or e$ample" Dindustan /evers /imited ,D//4 has shown a healthy !rowth in
the last +uarter. &n estimated doubleAdi!it !rowth over the ne$t few years
shows that the !ood times are likely to continue.
Growth Prospects
*ith the presence of ='.': of the world population in the villa!es of 5ndia" the
5ndian rural M?3 market is somethin! no one can overlook. 5ncreased focus
on farm sector will boost rural incomes" hence providin! better !rowth
prospects to the M?3 companies. -etter infrastructure facilities will improve
their supply chain. M?3 sector is also likely to benefit from !rowin! demand
in the market. -ecause of the low per capita consumption for almost all the
products in the country" M?3 companies have immense possibilities for
!rowth. &nd if the companies are able to chan!e the mindset of the
consumers" i.e. if they are able to take the consumers to branded products
and offer new !eneration products" they would be able to !enerate hi!her
!rowth in the near future. 5t is e$pected that the rural income will rise in '((8"
boostin! purchasin! power in the countryside. Dowever" the demand in urban
areas would be the key !rowth driver over the lon! term. &lso" increase in the
urban population" alon! with increase in income levels and the availability of
new cate!ories" would help the urban areas maintain their position in terms of
consumption. &t present" urban 5ndia accounts for 99: of total M?3
consumption" with rural 5ndia accountin! for the remainin! NK:. Dowever"
rural 5ndia accounts for more than K(: consumption in ma#or M?3
cate!ories such as personal care" fabric care" and hot bevera!es. 5n urban
areas" home and personal care cate!ory" includin! skin care" household care
and feminine hy!iene" will keep !rowin! at relatively attractive rates. *ithin
the foods se!ment" it is estimated that processed foods" bakery" and dairy are
lon!Aterm !rowth cate!ories in both rural and urban areas.
5ndian ?ompetitiveness and ?omparison with the *orld Markets.
The following factors make India a competitive player in FMCG sector
!vaila"ility of raw materials
-ecause of the diverse a!roAclimatic conditions in 5ndia" there is a lar!e raw
material base suitable for food processin! industries. 5ndia is the lar!est
producer of livestock" milk" su!arcane" coconut" spices and cashew and is the
second lar!est producer of rice" wheat and fruits Fve!etables. 5ndia also
produces caustic soda and soda ash" which are re+uired for the production of
soaps and deter!ents. The availability of these raw materials !ives 5ndia the
location advanta!e.
#a"our cost comparison
2o1 cost &abour +ives India a com#etitive advanta+e8 India9s &abour cost is amon+st
the &o1est in the 1or&d: a%ter China ; Indonesia8 2o1 &abour costs +ive the advanta+e
o% &o1 cost o% #roduction8 Many M0C9s have estab&ished their #&ants in India to
outsource %or domestic and ex#ort markets8
Presence across value chain
Indian com#anies have their #resence across the va&ue chain o% FMCG sector: ri+ht
%rom the su##&y o% ra1 materia&s to #acka+ed +oods in the %ood<#rocessin+ sector8
*his brin+s India a more cost com#etitive advanta+e8 For exam#&e: 6mu& su##&ies
mi&k as 1e&& as dairy #roducts &ike cheese: butter: etc8
RESEARCH OBJECTIVES
=. To find the ways to increase the market share of Dabur Real F Dabur
Dome made.
'. To analy<e the market of Dabur RealF Dabur home made.
N. To know retailers and consumers perception about Dabur real F Dabur
home made.
K. To !ive the demos or trial in various reputated areas to promote the sales
of home made product.
>. The company may decide for any one or takin! view how confidently
!oods reach to consumer.
!uice Industry In India
*ith people turnin! more health conscious" the nonAcarbonated bevera!e
se!ment has become one of the fastest !rowin! and most e$citin!
businesses at the moment. 1volvin! from drinks containin! a hint of herbs or
vitamins" #uices have become an important delivery vehicle for efficacious
amounts of nutritional in!redients. Juices are unusual products in that
everyone e$pects to try new varieties" even from established brands.
*hile all se!ments of the bevera!e market are evolvin!" the !rowth seems to
be directed more towards healthy" li!ht and lowAcalorie drinks" in particular
or!anic and fruit #uice varieties.
The Rs >(( crore nonAcarbonated bevera!e market in the country is
composed of fruit drinks" nectar and #uices. *hile the fruit drink se!ment is
estimated at Rs '>(AN(( crore ,branded and packa!ed4" the #uice market is
valued at Rs =>( crore and the nectar is a small cate!ory of about Rs N>A>(
crore. &nd the popular brands vyin! for a share in the sector are ;arleOs
rooti" 3odre#Os Jumpin" ?oca ?olaOs Maa<a" ;epsiOs Tropicana" and DaburOs
Real.
*hat follows is an overview of the latest product offerin!s from different
bevera!e companies.
Dabur's Real fruit juice in 9 flavours
DaburOs fla!ship brand Real fruit #uice is a market leader in the packa!ed fruit
#uice cate!ory. Real was launched in =%%9 and the brand has carved out a
niche for itself by claimin! to be the only fruit #uice in packa!ed form that is
=(( : preservative free. Real with a market share of >> : offers to its
consumers the lar!est ran!e of % #uices that comprise oran!e" man!o"
pineapple" mi$ed fruit" !rape" !uava" tomato" litchi and cranberry.
Real Junior" available in ='> ml packs" tar!ets children below si$ years. 5t has
two favourite flavours of man!o and apple enriched with calcium. Real &ctiv" a
=(( : fruit #uice with no added su!ar" !ives the !oodness of fruits without
addin! e$tra calories. Today" it is the preferred #uice drink for the health and
fitness conscious youn! adults. Real &ctiv is available in oran!e" apple" and
oran!eAcarrot variants. Real &ctiv oran!e carrot #uice" 5ndiaOs first packa!ed
fruit P ve!etable #uice" is a combination of #uicy oran!es and sweet carrots.
?oolers" a fruitAbased bevera!e" offers traditional Ocoolin!O recipes in a readyA
toAdrink format. 5t is available in three variants A &am panna" pome!ranate
,anar4 and watermelon Real #uices are offered in hy!ienic double seal spill
proof caps in Tetrapak packa!in!. Ince packed" the 9Alayer Tetrapak carton
helps retain the freshness of the #uice for a lon!er period of time" thus
maintainin! the taste and nutrition of the #uice. The fruits that !o into the #uices
are sourced from the best sources across the world" the company claims.
Dabur ood produces around >( million litres of #uice annually throu!h its
stateAofAtheAart facility at -ir!an#" 0epal. 5n &u!ust '((K" the company
commissioned a multi fruit processin! facility in 2ili!uri" in *est -en!al" set
up by ;asadensa oods" a wholly owned subsidiary of Dabur oods /td.
2pread over == acres and !eared to process =>( tonnes of fruit per day" it has
the capacity to produce =%' tonnes of pulpHconcentrate. The plant procures
fruits worth Rs 9 crore from *est -en!al" 0orthA1ast" -ihar" .ttar ;radesh"
Maharashtra and &ndhra ;radesh. 5t has the hi!hest capacity utili<ation by
processin! pineapple" litchi" !uava" man!o and !rape round the year.
PEPSI'STROPICANA
;epsiOs Tropicana brand fruit #uice has re!istered double di!it !rowth and has
outpaced the !rowth of the packa!ed fruit #uices market in 5ndia. 5ndia is a
very important market for Tropicana and is amon! the top =( bi!!est markets
for the brand. The company sources oran!e #uice concentrates from -ra<il.
Tropicana is available in oran!e" apple" !rape and cranberry flavours and a
cocktail in RubyAred. They come in Tetrapaks of one litre and ;1T bottles of
>(( ml and one litre. ;epsi also markets an ener!y drink for the sports
personnel" called 3atorade" and a su!arAfree Diet ;epsi. ;epsi" in association
with Dindustan /ever /td ,D//4 is plannin! to launch /ipton iced tea in a
couple of months. The move is to take on its arch rival ?oca ?ola which was
successful in its business in tea and coffee" both hot and cold in association
with McDonaldOs.
Coca Cola's Maaza
Maa<a was launched in =%89" a drink that offered the same real taste of fruit
#uices and was available throu!hout the year. 5n =%%N" Maa<a was ac+uired
by ?oca ?ola 5ndia. Maa<a currently" dominates the fruit drinks industry. Iver
the years" Maa<a has become synonymous with man!o. The drink became a
hit with successful advertisement campai!ns like BTaa<a man!o" maa<a
man!o"O and O-otal mein aam" maa<a hain naam.O?onsumers re!ard maa<a
as wholesome" natural" fun drink which delivers the real e$perience of fruit. 5t>
is available in 2G.s of '(( ml R3-" '>( ml R3-" ='> ml Tetrapak and '(( ml
Tetrapack.
-esides" ?oca ?ola is also in the business of tea and coffee under the brand
name 3eor!ia 3old. The brand is available at all McDonaldOs outlets across
the country. &fter the hot bevera!e did well" the company entered the ice tea
and coffee market with 3eor!ia brand last year" a!ain in association with
McDonaldOs. ?okeOs nonA?2D portfolio also comprises powder soft drink
concentrate 2unfill" and the bottled water brand Ginley. The company is
e$pected to launch a new low calorie cola and introduce more varieties of
flavoured bottled water over the ne$t few months.
Pria!ol"#s $res%!ol"
2urya oods and &!ro /td" the Delhi based manufacturers of ;riya!old
biscuits" has forayed into the #uices se!ment with the oneAlitre Oresh!oldO. 5t
has set up a stateAofAtheAart manufacturin! facility in 3reater 0oida with an
investment of Rs '> crore. The plant has a capacity of producin! =.> lakh
litres of #uice per day. 5t is widely available in the market in the packs of = ltr
and '(( ml. The '((ml packs comin! with the brand name of Treat and the =
ltr pack with the brand name of resh!old. 5t is doin! a!!ressive advertisin!
campai!n on the television and tar!etin! the kids se!ment by featurin! their
advertisements on the cartoon network and po!o channels. .sin! the pester
power of the kids to influence the buyin! behaviour of the parents.
&a"a'% $oo"s# &e% (err
/adakh oods is buildin! a portfolio of products from fruit #uices to #ams and
sauces" based on the littleAknown seabuckthorn berry" which !rows in the
/adakh re!ion. &bout three years a!o it launched /eh -erry" its first fruit #uice
in Delhi and itOs sellin! it in the more affluent parts of town. -ut its competitive
ed!e may well lie in its positionin!. /adakh oods is marketin! /eh -erry as a
nutrition drink ,it prefers not to use the word health" with its bitter" medicinal
associations4" based on the chronicled nutritional properties of the
seabuckthorn fruit. & ran!e of fresh #uices and nectars under the umbrella
brandnameA /eh -erry that are available in the market include 9 2uper#uice
variants ,2eabuckthorn" ;ineapple &pple" &pple ;each" Mi$ed ruit" Iran!e
and -lackcurrant4. 1ach flavour is enriched with the !oodness of
2eabuckthorn and packed in aseptic Tetra ;ak at the worldAclass processin!
F packa!in! plant of 3odre# -evera!es F oods /imited. in Madhya ;radesh.
/eh -erry #uices and nectars are #ust the first ma#or steps in introducin! the
super fruit 2eabuckthorn to the hu!e market in 5ndia" thereby movin! on to
spread its win!s on the !lobal sta!e.
Com#any $ro%i&e
Dabur 5ndia /imited has marked its presence with some very si!nificant
achievements and today commands a market leadership status. Iur story of
success is based on dedication to nature" corporate and process hy!iene"
dynamic leadership and commitment to our partners and stakeholders. The
results of our policies and initiatives speak for themselves.
$a"ur India has been able to post a double di!it topline as well as bottomline
!rowth in tou!h environment" levera!in! its a!e old &yurveda platform. &lso"
its uni+ue herbal platform coupled with the franchise value that the brand
en#oys miti!ates the risk of fierce competition from other M?3 players.
Dabur 5ndia is one of the oldest M?3 companies of 5ndia" operatin! primarily
on the &yurveda platform. DaburOs product portfolio is comprises a ?onsumer
?are Division ,??D4" ?onsumer Dealth Division ,?DD4" 5nternational
-usiness Division ,5-D4 and oods.
The ??D ,88: of revenues4 comprises health supplements" di!estives
and candies" hair care" oral care" baby oils and skin care.
The ?DD ,9: of revenues4 includes products of the erstwhile &yurveda
Division and a set of IT? products.
The 5nternational -usiness Division ,%.=: of revenues4 comprises the
companyOs business in Dubai" 2outh 1ast" and -an!ladesh.
N 2ubsidiary 3roup companies A Dabur oods" Dabur 0epal and Dabur
5nternational and N step down subsidiaries of Dabur 5nternational A &sian
?onsumer ?are in -an!ladesh" &frican ?onsumer ?are in 0i!eria and Dabur
1!ypt.
=N ultraAmodern manufacturin! units spread around the !lobe
;roducts marketed in over >( countries
*ide and deep market penetration with K8 ?F a!ents" more than >(((
distributors and over =.> million retail outlets all over 5ndia .
??D" dealin! with M?3 ;roducts relatin! to ;ersonal ?are and Dealth
?are.
Sa&es )ision o% the Com#any
5ack *o =56SICS>
() 5ui&din+ ski&& set o% the team
A) 6vai&abi&ity
S) Secondary Focus
I) Innovative
C? Consumer Focus
S) She&% /ominance

Core )a&ues
Ownership This is our company. *e accept personal responsibility" and
accountability to meet business needs
Passion For %inning *e all are leaders in our area of responsibility" with a
deep commitment to deliver results. *e are determined to be the best at
doin! what matters most
People $evelopment ;eople are our most important asset. *e add value
throu!h result driven trainin!" and we encoura!e F reward e$cellence
Consumer Focus *e have superior understandin! of consumer needs and
develop products to fulfill them better
Team %ork *e work to!ether on the principle of mutual trust F transparency
in a boundaryAless or!anisation. *e are intellectually honest in advocatin!
proposals" includin! reco!ni<in! risks
Innovation ?ontinuous innovation in products F processes is the basis of
our success
Integrity *e are committed to the achievement of business success with
inte!rity. *e are honest with consumers" with business partners and with
each other.

Strate!ic Intent
*e intend to si!nificantly accelerate profitable !rowth. To do this" we will:
ocus on !rowin! our core brands across cate!ories" reachin! out to new
!eo!raphies" within and outside 5ndia" and improve operational efficiencies by
levera!in! technolo!y.
-e the preferred company to meet the health and personal !roomin! needs of
our tar!et consumers with safe" efficacious" natural solutions by synthesi<in!
our deep knowled!e of ayurveda and herbs with modern science.
;rovide our consumers with innovative products within easy reach.
-uild a platform to enable Dabur to become a !lobal ayurvedic leader.
-e a professionally mana!ed employer of choice" attractin!" developin! and
retainin! +uality personnel.
-e responsible citi<ens with a commitment to environmental protection.
;rovide superior returns" relative to our peer !roup" to our shareholders
*ISION
Dedicated to the health and well being of every household.
The ta!line of Dabur oods is:
Stay healthy, stay fit -
and eat only nature's best.
The oods cate!ory includes products from Dabur oods and the amily
;roducts Division of Dabur 5ndia /imited. Dabur oods" set up in =%%9 as a
=((: subsidiary" introduced 5ndian consumers to the concept of freshness
and convenience in processed foods. 5t is one of the !rowth drivers of Dabur"
with leadin! brands like Real Juices and Dommade cookin! pastes. Dabur
Doney of the amily ;roducts Division is the lar!est branded honey with over
K(: of the market share.
Company &istory
Milestones to success
Dabur 5ndia /td. made its be!innin!s with a small pharmacy" but has
continued to learn and !row to a commandin! status in the industry. The
?ompany has !one a lon! way in popularisin! and makin! easily available a
whole ran!e of products based on the traditional science of &yurveda. &nd it
has set very hi!h standards in developin! products and processes that meet
strin!ent +uality norms. &s it !rows even further" Dabur will continue to mark
up on ma#or milestones alon! the way" settin! the road for others to follow.
'(() * +sta"lished "y $r, S - .urman at -olkata
'(/0 * First production unit esta"lished at Garhia
'/'/ * First 12$ unit esta"lished
+arly '/33s * Production of !yurvedic medicines
Dabur identifies natureAbased &yurvedic medicines as its area of specialisation. 5t is
the first Company to provide health care throu!h scientifically tested and
automated production of formulations based on our traditional science.
'/43 * !utomation and upgradation of !yurvedic products manufacturing
initiated
'/40 * $a"ur 5$r, S - .urman6 Pvt, #td, Incorporated
'/)3 * Personal care through !yurveda
Dabur introduces 5ndian consumers to personal care through !yurveda7 with the
launch of $a"ur !mla &air Oil, 2o popular is the product that it becomes the
lar!est sellin! hair oil brand in 5ndia.
'/)/ * #aunched $a"ur Chyawanprash in tin pack
*idenin! the popularity and usa!e of traditional &yurvedic products continues. The
ancient restorative Chyawanprash is launched in packa!ed form" and becomes
the first "randed Chyawanprash in 5ndia.
'/89 * Computerisation of operations initiated
'/93 * +ntered Oral Care 2 $igestives segment
&ddressin! rural markets where homemade oral care is more popular than
multinational brands" Dabur introduces #al $ant Man:an. *ith this a conveniently
packa!ed herbal toothpowder is made available at affordable costs to the masses.
'/9; * Shifts "ase to $elhi from Calcutta
'/9( * #aunches &a:mola ta"let
Dabur continues to make innovative products based on traditional formulations that
can provide holistic care in our daily life. &n &yurvedic medicine used as a di!estive
aid is branded and launched as the popular &a:mola ta"let,
'/9/ * $a"ur 1esearch Foundation set up
'/9/ * Commercial production starts at Sahi"a"ad7 the most modern her"al
medicines plant at that time
'/() * $a"ur completes '33 years
'/(( * #aunches pharmaceutical medicines
'/(/ * Care with fun
The &yurvedic di!estive formulation is converted into a childrenOs fun product with
the launch of &a:mola Candy, 5n an innovative move" a curative product is
converted to a confectionary item for wider usa!e.
'//) * Comes out with first pu"lic issue
'//) * +nters oncology segment
'//) * #eadership in health care
Dabur establishes its leadership in health care as one of only two companies
worldwide to launch the anti*cancer drug Inta<el 5Paclita<el6, Dabur Research
oundation develops an ecoAfriendly process to e$tract the dru! from its plant
source
'//0 * +nters foods "usiness with the launch of 1eal Fruit =uice
'//0 * 1eal "lit>krieg
Dabur captures the ima!ination of youn! 5ndian consumers with the launch of 1eal
Fruit =uices A a new concept in the 5ndian foods market. The first local brand of
=((: pure natural fruit #uices made to international standards" 1eal "ecomes the
fastest growing and largest selling "rand in the country.
'//( * .urman family hands over management of the company to
professionals
;333 * The '7333 crore mark
Dabur establishes its market leadership status by sta!in! a turnover of 1s,'7333
crores, &cross a span of over a =(( years" Dabur has !rown from a small be!innin!
based on traditional health care. To a commandin! position amon!st an au!ust
lea!ue of lar!e corporate businesses.
;33' * Super specialty drugs
*ith the settin! up of Dabur Incolo!yOs sterile cytoto$ic facility" the ?ompany !ains
entry into the hi!hly specialised area of cancer therapy, The stateAofAtheAart plant
and laboratory in the .G have approval from the M?& of .G. They follow F$!
guidelines for production of dru!s specifically for 1uropean and &merican markets.
;33; * $a"ur record sales of 1s ''04,'/ crore on a net profit of 1s 0),)
crore
;334 * $a"ur demerges Pharmaceuticals "usiness
Dabur 5ndia approved the demer!er of its pharmaceuticals business from the M?3
business into a separate company as part of plans to provider !reater focus to both
the businesses. *ith this" Dabur 5ndia now lar!ely comprises of the M?3 business
that include personal care products" healthcare products and &yurvedic 2pecialities"
while the ;harmaceuticals business would include &llopathic" Incolo!y formulations
and -ulk Dru!s. Dabur Incolo!y ;lc" a subsidiary of Dabur 5ndia" would also be part
of the ;harmaceutical business.
Maintaining glo"al standards
&s a reflection of its constant efforts at achievin! superior +uality standards" Dabur
became the first !yurvedic products company to !et ISO /33; certification,
Science for nature
Reinforcin! its commitment to nature and its conservation" Dabur 0epal" a
subsidiary of Dabur 5ndia" has set up fully automated greenhouses in ?epal, This
scientific landmark helps to produce saplin!s of rare medicinal plants that are under
threat of e$tinction due to ecolo!ical de!radation.
;338 * $a"ur a@uires .alsara
&s part of its inor!anic !rowth strate!y" Dabur 5ndia ac+uires -alsaraOs Dy!iene and
Dome products businesses" a leadin! provider of Iral ?are and Dousehold ?are
products in the 5ndian market" in a Rs =KNAcrore allAcash deal.
;338 * $a"ur announces "onus after '; years
Dabur 5ndia announced issue of =:= -onus share to the shareholders of the
company" i.e. one share for every one share held. The -oard also proposed an
increase in the authori<ed share capital of the company from e$istin! Rs >( crore to
Rs ='> crore.
;330 * $a"ur crosses A; "in market cap7 adopts BS G!!P,
Dabur 5ndia crosses the M'Abillion mark in market capitalisation. The company also
adopted .2 3&&; in line with its commitment to follow !lobal best practices and
adopt hi!hest standards of transparency and !overnance.
;330 * !pproves FCC.CG$1C!$1 up to A;33 million
Movin! forward on the inor!anic !rowth path" Dabur 5ndia decides to raise up to
M'(( million from the international market throu!h -onds" ??-s" 3DR" &DR" Q5;s
or any other securities.The capital raised will be used to fund DaburOs a!!ressive
!rowth ambitions and ac+uisition plans in 5ndia and abroad.
;339 * Cele"rating '3 years of 1eal
Dabur oods unveiled the new packa!in! and desi!n for Real at the completion of
=( years of the brand. The new refined modern look depicts the natural !oodness of
the #uice from freshly plucked fruits.
;339 * Foray into organised retail
Dabur 5ndia announced its foray into the or!anised retail business throu!h a whollyA
owned subsidiary" DF- 2tores /td. Dabur will invest Rs =K( crores by '(=( to
establish its presence in the retail market in 5ndia with a chain of stores on the
Dealth F -eauty format.
;339 * $a"ur Foods Merged %ith $a"ur India
Dabur 5ndia decides to mer!e its whollyAowned subsidiary Dabur oods /imited with
itself to e$tract syner!ies and unlock operational efficiencies. The inte!ration will
also help Dabur sharpen focus on the hi!h !rowth business of foods and bevera!es"
and enter newer product cate!ories in this space.

Fie&d Force ,eirarchy
0ationa& sa&es mana+er
@ona& Sa&es Mana+er
6rea Sa&es Mana+er
Sa&es O%%icerA senior sa&es mana+er
Sa&es Executive
/istribution 0et1ork
Factory
B*rans%er O% GoodsC: 0o Invoice
C;F 6+ents
$rimary Sa&esB InvoicedC
Stockists A /ea&ers
Secondary Sa&esBInvoicedC
Retai&ers A Dho&esa&ers
*ertiary Sa&es
Consumer
Rea& !uices Introduction
The fla!ship brand of Dabur oods" Real ruit Juice is 5ndiaOs leadin!
packa!ed" =((Aper cent preservative free fruit #uice brand offerin! consumers
the !reat taste and wholesome nutrition of freshly s+uee<ed #uice in a
hy!ienic and attractive pack. 5t offers the lar!est ran!e of ei!ht #uices: oran!e"
man!o" pineapple" !rape" !uava" mi$ed fruit" tomato and litchi.
Dabur oods is the first #uice company in 5ndia and amon! the top five
companies in the world to use the latest spin cap tetra pack" cold fill
technolo!y and spillAproof double seal cap for packa!in! Real.
Real was reco!nised as the Ofastest !rowin! brandO for '((=A(' in the first
ever bevera!e industry seminar in 5ndia. Real ruit Juice is a market leader in
packa!ed fruit #uice cate!ory.
Real ruit Juice is 5ndiaOs first and only packa!ed fruit #uice brand to !et 232
,2ociete 3enerale de 2urveillance4 certifications for hi!h safety standards
used in packa!in! that conform to the strin!ent D&??; and 3M; standards.
The nonAcarbonated bevera!es sector can be classified as ruit drinks"
0ectar and Juices. The classification is based on the : of the fruit pulp
content in the bevera!e. ruit drink has to have minimum fruit pulp content of
=(:" while 0ectar needs to have a minimum fruit pulp content of '>:.
Rea& Oran+e !uice
Real Juice Iran!e is made with best oran!es to ensure consistent +uality
around the year. 5t is a simple and delicious way to !et Citamin & and ? that
your body re+uires in a day" that keeps you active all day lon!. Iran!e #uice is
an ideal li+uid food to boost up the immunity level. 5t is fat free and is therefore
suitable for all a!es.
5t is available in tetrapacks of two si<es = ltr and '((ml costin! Rs 9> and Rs
=> respectively. The 5n!redients of this #uice include:
Iran!e #uice concentrate" water" su!ar" citric acid" salt and Citamin ?.
The nutrition facts of this #uice per =((!m are as follows:
0utrition Facts #er ((m&
Ener+y "- Eca&
$rotein 0M* +
Fat 0e+&i+ib&e
Carbohydrate
s
02* .+
Sodium "m+
)itamin C '8" m+
)itamin 6 "(( m+
)itamin 5 "( m+
)itamin 5' "( m+
Ca&cium '8" m+
Iron (8'" m+
Rea& Man+o 0ectar
Man!o 0ectar is prepared from the best +uality man!oes to ensure consistent
+uality round the year. 5t !ives you all the ener!y to keep you !oin! for hours
to!ether. 5t is popular amon! the children as it is e$tremely #uicy and has a
pleasant flavour. 5t is an e$cellent source of Citamin ? and is naturally hi!h in
-etacarotene.
5t is available in tetrapacks of two si<es = ltr and '((ml costin! Rs 9> and Rs
=> respectively. The 5n!redients of this #uice include: *ater" blend of &lphanso
and other man!o pulp" su!ar" citric acid" and Citamin ?.
The nutrition acts per =((ml are as follows:
0utritiona& Facts $er ((m&
Ener+y -( Eca&
$rotein 0M* +
Fat 0e+&i+ib&e
Carbohydrates 02* . +
Sodium (8" m+
5eta Carotene -(( m+
)itamin 5 "( mc+
)itamin 5' "( m+
Ca&cium '8" m+
Iron (8" m+
Rea& $inea##&e !uice
;ineapple #uice is prepared from the best +uality pineapples to ensure
consistent +uality around the year. 5t is the perfect refreshin! #uice with !reat
nutritive values. 5t not only !ives the cool feelin! but also beneficial in
reducin! fati!ue. 5t is delicious and has uni+ue di!estive properties" which
makes this #uice a choice of all seasons. 5t is an e$cellent source of Citamin ?
which boosts the immune system.
5t is available in Tetra ;acks of two si<es = ltr and '((ml costin! Rs 9> and Rs
=> respectively.
The in!redients of this #uice include: ;ineapple #uice concentrate" su!ar" citric
acid" water" and Citamin ?.
*he nutritiona& %acts #er ((m& are as %o&&o1s?
0utritiona& Facts $er ((m&
Ener+y "- Eca&
$rotein 0M* +
Fat 0e+&i+ib&e
Carbohydrates 02* . +
Sodium '8" m+
)itamin 5 "( m+
)itamin 5' "( mc+
Ca&cium 3 m+
Iron (84 m+
Rea& Gra#e !uice
Real 3rape Juice is made from the best +uality and fresh and #uicy !rapes to
ensure consistent +uality round the year. Due to its hi!hly nutritive value" it
makes a perfect midmornin! and late afternoon drink. &part from bein! sweet
and #uicy" the Citamin ? and the minerals present in 3rape #uice helps in
recoverin! from the !eneral weakness.
5t has certain curative properties too and is a !reat blood builder.
This #uice is available in Tetra ;acks of = /tr and '((ml costin! Rs 8( and Rs
=> respectively.
The in!redients of this #uice include: *ater" 3rape Juice ?oncentrate" 2u!ar"
Malic &cid and Citamin ?.
The nutritional facts of this #uice are !iven as under:
0utritiona& Facts $er ((m&
Ener+y 02* "- Eca&
$rotein 0M* +
Fat 0M* +
Carbohydrates 02* . +
Sodium . m+
$otassium .( m+
)itamin C '( m+
Ca&cium '' m+
Iron '8. m+
Rea& *omato !uice
Ine !lass of tomato #uice taken in the mornin! is an effective remedy for
mornin! sickness. 5t is a !reat source of nutrition as it contain Citamin &" ?"
-= and -'" and essential mineralsJ that helps in increasin! body7s resistance.
-ein! one of the best sources of lycopeneJ a !lass full of tomato #uice is
considered to be a very healthy food. 5t is famous as an e$cellent blood
purifier.
This #uice is available in tetra packs of = ltr costin! Rs 8(.
The in!redients of this #uice include: Tomato paste" *ater" 2u!ar" ?itric &cid"
2alt and Citamin ?.
The nutritional facts of this #uice can be listed as under:
0utritiona& Facts $er ((m&
Ener+y .- Eca&
$rotein 0M* +
Fat 0e+&i+ib&e
Carbohydrates 02* 3 +
Sodium '(( m+
)itamin C '84 m+
)itamin 6 "( mc+
)itamin 5 "( mc+
)itamin 5' "( m+
Ca&cium 3 m+
Iron m+
Rea& 2ichi 0ectar
/ichi 0ectar is a !reat alternative choice for breakfast as well as a refreshin!
drink for min mornin! and late afternoon breaks. & !lass full of lichi nectar is a
healthy drink as it contains one fifth of the daily recommended intake of daily
vitamins.
5t is a !reat source of carbohydrates and Citamin ? which provides nutrition
and ener!y. This nectar encoura!es optimal absorption of iron and improves
blood circulation.
This nectar is available in tetra packs of two si<es = ltr and '(( ml costin! Rs
8( and Rs => respectively.
The in!redients of lichi nectar include: *ater" /ichi ;ulp" 2u!ar" Malic &cid"
Citamin ?.
The 0utritional acts of this nectar are as follows:
0utritiona& Facts $er ((m&
Ener+y -( Eca&
$rotein 0M* +
Fat 0e+&i+ib&e
Carbohydrates 02* " +
Sodium (8' m+
)itamin 5 (8((3 m+
)itamin 5' (8((3 m+
)itamin C .( m+
Ca&cium m+
Iron (8 m+
Rea& Cranberry 0ectar
Real ?ranberry 0ectar is prepared from the best +uality cranberries to ensure
consistent +uality around the year. They are very rich in Citamin ? and ;ectin.
This nectar is recommended for helpin! to combat or prevent urinary tract
infections.
5t is available in tetra packs of = ltr and '((ml costin! Rs 8( and Rs =>
respectively.
The in!redients of this nectar include: *ater" 2u!ar" ?ranberry Juice
?oncentrate" Deionised &pple and -lack ?urrant #uice concentrate" citric acid
and Citamin ?.
The nutrition facts of this nectar can be listed as follows:
0utrition acts ;er =(( ml
Ener+y -.8' Eca&
$rotein 0MR (8(. +
Fat 0e+&i+ib&e
Carbohydrates 02* - +
Sodium .7 m+
$otassium ( m+
Ca&cium 7 m+
Iron 84 m+
Rea& Mixed Fruit !uice
Mi$ed ruit Juice is a real palate pleaser as it is a mi$ of nine fabulous fruits.
The nine fruits which make this #uice are apple" oran!e" !uava" pineapple"
passion fruit apricot" man!o" banana and lime #uice.
Mi$ed fruit #uice is usually taken as a refreshin! drink as it has most of the
vital Citamins such as Citamin &" -=" -' and minerals such as calcium"
sodium and potassium that are necessary for !ood health.
5t is an e$cellent source of Citamin ? to boost up your immunity levels.
5t is available in two si<es of = ltr and '((ml costin! Rs 9> and Rs =>
respectively.
The in!redients of this #uice are: concentrate of apple" oran!e" !uava"
pineapple" passion fruit apricot" man!o" banana" lime #uice" water" su!ar" citric
acid and vitamin ?.
The nutrition facts of this #uice are enumerated as follows:
0utritiona& Facts $er (( m&
Ener+y "-Eca&
$rotein 0M* +
Fat 0e+&i+ib&e
Carbohydrates 02* . +
Sodium 4 m+
)itamin C '8" m+
)itamin 6 3(( mc+
)itamin 5 "( mc+
)itamin 5' "( mc+
Ca&cium 4 m+
Iron (8" m+
Rea& Guava 0ectar
This deli!htful nectar makes a !reat mid mornin! and late afternoon drink. 5t
provides with a variety of nutrients that provides nutrition to bones and teeth.
5t acts as a !ood appeti<er" and is rich in Citamin & and ?" calcium and other
minerals.
5t is available in tetra packs of = ltr and '((ml costin! Rs 8( and Rs =>
respectively.
The in!redients of this #uice consists of : ;ink 3uava ;ulp" *ater" 2u!ar" ?itric
&cid" 2alt and Citamin ?.
The nutrition facts of this #uice are as follows:
0utrition acts ;er =(( ml
Ener+y -( Eca&
$rotein 0M* +
Fat 0e+&i+ib&e
Carbohydrates 02* " +
Sodium '( m+
$otassium .( m+
)itamin C '( m+
5eta Carotene ( m+
Ca&cium 78" m+
Iron 8" m+
$!.B1 &OM+ M!$+ I?T1O$BCTIO?
Dabur oods /imited ,D/4 a business division of Dabur 5ndia /imited ,D5/4"
operates on the naturals platform with a product portfolio consistin! mainly of
packa!ed fruit #uices" cookin! pastes" sauces and items for institutional food
purchases. The businessO sales !rew by >=.' per cent from Rs.)>.) crore in
'((NA(K to Rs.='%.8 crore in '((KA(>. Iverall" the ?ompany recorded a
positive ;&T of Rs.>.'> crores as compared to Rs.=.> crores in '((NA(K.
The primary !rowth drivers in this business are its two fruit #uice brands A
BRealB and BReal &ctivB. -oth the brands combined under the Real e+uity
today contributes to over Rs. =(( crores of turnover. Durin! the year" the
?ompany repositioned its offerin!s to put in place a wellAse!mented product
strate!y. The ?ompany now has three distinct brands across the packa!ed
fruit #uice cate!ory A Real" &ctiv and ?oolers. &ctivOs new identity" which has
now become distinct from the Real brand" has been brou!ht out in a new
contemporary and trendy packa!e. The &ctiv ran!e now has five flavours
includin! the two new additions A Mi$ed ruit ?ucumber 2pinach Juice and
Mi$ed ruit -eetroot ?arrot Juice.
Dabur oodsO other brand Dommade" !rew by K= per cent in '((KA(>. This
brand offers a ran!e of cookin! pastes" tomato puree" coconut milk and has
recently test marketed a soup concentrate" which shall be launched nationally
durin! '((>A(9.
5nstitutional sales contribute over '> per cent of the ?ompanyOs turnover.
Dabur oods intends to brin! in more products in this distribution system. &
separate brand called 0atureOs -est has been created for institutional sales
and it consists of products like ketchup and corn flour powder.
Moving ahead
*he objective %or us in the %uture is to +ro1 the business to a Rs8'7( crore business by
the FF '((-<(78 *he above<mentioned tar+et 1ou&d mean a com#ounded +ro1th rate
o% 47 #er cent8 Future %ocus areas %or /F2 are?
Gti&iHe and bui&d our o#erations 1ith the t1o ne1 #&ants < Mu&ti %ruit #rocessin+
%aci&ity in Si&&i+uri and the #acka+in+ #&ant in !ai#ur8
3in!er paste can be used for
makin!:
5ndian ?urries
Marinade for Meats" 2eafood F ;oultry.
2iterature Revie1
The fruit #uice industry which was at its nascent sta!e till a few years a!o at
N>AK(: per annum is bound to !row at a break neck speed as per
study,5ndia: ruit #uices now a social drink: 2tudy"-usinessline" nov '((' and
ruit #uices now a social drink" 0ovember "'(('" D-/4" the study claims that
the fruit #uices are no lon!er a drink for health conscious but it is increasin!ly
becomin! a social drink. 5f the findin!s of a Rusa!e and attitudeO study
conducted by market research a!ency 5ndica Research across ="'(( adults in
21?A& and 21?A- households in Delhi and Mumbai are anythin! to !o by"
then itOs not #ust champa!ne and colas that +ualify as social bevera!es.
;acka!ed fruit #uices are as much reco!nised as social drinks now" with
dominant consumption bein! observed in the company of family and friends.
ruit #uices are perceived as anytime bevera!es" with consumption bein!
spread more or less evenly between the midAmornin!s" afternoons and
evenin!s. &nd 3eneratio0ow is as much inclined to sippin! fruit #uices as
colas" with teena!ers drivin! the ma$imum trials.
Moreover 5ndians are shunnin! the fi<<y drinks,5ndians shun fi<<y drinks" turn
to #uicesJRatna bhushan" kni!ht ridder tribune business news4 Juices and
other nonAaerated drinks are !rowin! at a blisterin! N>AK( percent compared
to fi<<y drinks which are notchin! up a =( percent !rowth. &lthou!h the base
numbers of aerated drinks are hi!her" the soft drinks industry sees the
perceptible shift towards OhealthyO drinks in consumer taste.
5f a recent study is to be believed the 5ndian branded food and bevera!es
market !rew by over > percent" outpacin! the !lobal avera!e of K percent.
&ccordin! to a recent &?0ielsen 3lobal 2ervices report on !lobal trends in
food an bevera!e" the !rowth rate for individual product cate!ories within the
5ndian market too reflect a!!ressive performances within the similar period.
,5ndia takes a bi! bite of branded foodJ Gni!ht ridder tribune business news
feb"'((>4.
The bevera!e industry is currently under!oin! a number of si!nificant
chan!es. There are several drivers of the demand chan!es that are common
to all three cate!ories. The first is our populationOs demo!raphics A the number
of a!in! baby boomers in the market is !rowin!. ;rimarily these consumers
are seekin! healthier products and are demandin! products that can serve as
medicine and still taste !ood. &s well" todayOs youn! consumer is seekin!
healthier choices. & recent -evera!e *orld ma!a<ine article on the future of
drink e$plains" BGids today" you know" are !rowin! up with bottled water" not
cola" as an automatic choiceB ,;rince" '(('4. &lso" the number of different
types of occasions where bevera!es are consumed is increasin!. There are
now bevera!es tar!eted for specific events: sportin!" dinin! e$periences"
mood enhancement" and a variety of other situations. This has created the
need for processors to identify what specific market and occasion they are
tar!etin!.
Sco#e O% Study
5n the recent past many new fruit #uices have been launched in the market
due to which the scenario of the Juice 5ndustry has chan!ed considerably.
&ny or!ani<ation needs to access its market scenario to !au!e its current
potential and to !et a feedback about its current practices and the results
which these practices are bearin!.
&lso the need of consumer insi!ht is re+uired so that the company can make
considerable efforts to fulfill the needs of the consumer.
0eed O% *he Study
&ny industry needs to understand its stren!ths and weakness and the points
where it can improve" the idea of the market share lets the company to
understand where it stands" whether its policies and efforts in the area has
beared fruits or not.
Juice 5ndustry is a hi!hly competitive industry. The customer is always the
kin! here" as the product he uses as !enerally as a health supplement or to
+uench his thirst or for taste" in all these cases if the product varies even an
iota from his e$pectations the customer shifts to other brand forever. &
company can produce a +uality product. -ut if the voice of customer is not
included in the product development" then it won7t be accepted by the
customer.
Dence" the study was undertaken to understand the market share and the
consumer preferences compared to the competition in the Meerut re!ion.
The study was also undertaken:
To understand and map the customer7s re+uirements.
To understand the consumer.
To understand what can be done to improve the viability of the product
Re&avance O% Study
The study will be conducted on retailers of whole Meerut market and
consumers of the same area. The retailers and consumers will be interviewed
throu!h a structured +uestionnaire.
!reas Covered: &-. /&01" /ohia 0a!ar" 2adar Market" /al kurti" Rakesh
Mar!" 0ai -asti" Ramte Ram Road" Ci#ay 0a!ar" Modipuram" 2hastri 0a!ar"
?hiran#eev Cihar" Railway Road" 3hanta 3har" 3andhi 0a!ar" 0ehru 0a!ar"
Maliwada" 2ihani 3ate.

RESEARC+ MET+ODO&O,-
Research /esi+n
The research desi!n is conclusive and descriptive in nature" as the study as
this research would help the decision maker in determinin!" evaluatin! and
selectin! the best course of action in the !iven market conditionJ as the
research e$plores the market conditions and su!!ests the alternatives which
can be taken.
Sources O% /ata
Data was collected from both the primary as well as the secondary sources.
irstly" secondary literature was analysed and reviewed to understand the
current trends in the industry and the market" various #uice brands available to
the consumer" the areas where customers are payin! most emphasis for their
purchase decision etc.
This was followed by a primary survey of the retailers to find the current
scenario in the #uice market and access the performance of Real Juices.
&t the later sta!e" a survey of consumers was conducted to understand the
consumer behaviour about the product.
*ar+et $o#u&ation
The tar!et population for mappin! the market share of different #uices
available in the market would be the retailers sellin! any brand of packed #uice
at hisHher counter.
or the consumer behaviour survey" the tar!et population would be the
consumers who drink any brand of packed #uices.
Sam#&in+
Sam#&in+ /esi+n
The sample chosen from the tar!et population of the dealers was based on
the identification of the developed as well as the underdeveloped markets of
Meerut and proper representation from each kind of market was taken.
The consumers were sampled on the basis of convenience samplin!.
Sam#&e SiHe
The sample si<e for the retailers was =(N.
$rocedure %or /ata Co&&ection
or the purpose of data collection both primary as secondary data would be
used.
or the purpose of primary data collection of dealer research" dealers were
administered with a +uestionnaire which had structured +uestions.
Areas ) Meerut
Researc% Desi!n ) Ex#&oratory
Sources of Infor.ation ) $rimary /ata
Secondary /ata
Data collection Met%o" ) 4uestionnaire
T/es of 0uestions 1se" ) O#en Ended
C&ose Ended
Tar!et ,rou/ ) Retai&ers
Sa./lin! Met%o" ) Random Sam#&in+
Sa./le Size ) .' Res#ondents
$romotiona& Schemes
or any product to make its presence felt in the market certain consumer
level as well as the retailer level promotion schemes are necessary" which
provides the encoura!ement to the retailer to sell the product more briskly
and keep a !ood stock of the product. &lso the consumer schemes
provides the encoura!ement to the consumers to prefer the product with
the scheme as compared to the similar products. Dere 5 list the promotion
schemes" both consumer level and the retailer level" used by different
companies which are providin! competition to the Real Juices in the
Meerut market.
Real Juices
Trade Schemes
& mar!in of =>: is provided to the retailers on the ma$imum retail price of the
product. 5n case of tomato #uice the mar!in is that of =':.
Trade scheme of =>P= and 'KP' available on the one litre packs of oran!e"
man!o and mi$ fruit #uice.
5n case of '((ml the scheme of N(PK was available on 3uava" 3rapes" /ichi
and ;ineapple.
Rs > off on three packs of '((ml Real #uice. Iffer comes as school pack.
Consumer Scheme
The consumer scheme of a !lass free with the one litre pack of man!o and
oran!e was launched. -ut with the launch of this scheme the trade scheme
was taken back.
resh 3old
The schemes provided by the fresh !old dealers varied at certain points in the
market.
The trade scheme of ='P= was available with the retailers at the time of
survey" before this scheme the company was !ivin! 'P= as the scheme to the
traders.
&t some places like Girana Mandi the #uices were available at N for Rs =((.
Treat was available at >P=.
?ompany is buyin! shelf space at various outlets at Rs N(( or Rs >(("
especially at the stores where the Real Juices sell briskly.
Display stands to the retailers to display the small packs of priya!old #uices.
;osters" ;I;s etc seen re!ularly at various outlets.
/eh -erry
Trade Scheme
Trade scheme of ='P= was available at various stores" but at some places the
scheme was also 'P=.
;osters" ;I;s etc seen re!ularly at various outlets.
Consumer Scheme
/eh -erry #uices were available with the offer of 'P= to the consumers.
D&-.R DIM1 M&D1
The -urmans of Dabur are hun!ry to !row their food business. Dabur has
mer!ed its =(( per cent food subsidiary Dabur oods with the parent
Dabur 5ndia to e$plore syner!ies with the parent by usin! the health and
wellness platform.
5t would tap the production" distribution and marketin! stren!th of Dabur
5ndia and of course !ive them financial stren!th to ac+uire bi!!er
companies on the way. ?urrently" Dabur oods is a Rs N(( crore company
!rowin! at a ?&3R of N> per cent. 5ts portfolio includes the #uice brands
Real" Real &ctive" ?oolers and Twist" which alone contributes Rs '((
crore. &lso culinary products like Domemade pastes" /emoone< lemon
#uice and ?apcico chilli sauce. 5t now wants to e$pand into three main
cate!ories and is tar!etin! Rs >(( crore revenues by '(=(. These include
ready to cook" yo!urts and ener!y drinks and is especially lookin! at the
southern markets to !row the business further.
Market Share Research
4uestionnaire 6na&ysis and $resentation O% /ata
or the market share research" four markets were chosen vi<. &-. /&01" /al
kurti" /ohia 0a!ar" 2adar Market" Modipuram. The choice of the markets were
such so as to cover the areas where the #uice sales is hi!h as well as areas
where the #uice sales are low. 5n these markets" &-. /&01 market and /al
kurti market are the markets where the #uice sales are hi!h owin! to the
development of the area and the demo!raphy of the consumers. 5n case of
/ohia 0a!ar" 2adar Market and Modipuram the #uice sales are low due to
similar reasons.
The number of shops covered in each area were" &-. /&01: N>" /al kurti:
N=" /ohia 0a!ar: =(" 2adar Market: ='" Modipuram: =>4. Total number of
shops where the survey was conducted came out effectively to =(N.
The company has divided the retail shops into three cate!ories &"- and ?.
The breakup of the shops surveyed" based on these cate!ories can be
classified as:
A ( C
A(1 &ANE
3 7 (
&al 'urti
7 " 7
&o%ia Na!ar
( 4 -
Sa"ar Mar'et
4 7
Mo"i/ura.
. 7 "
Total 29 34 54
!.B #!?+
(
'9
'3
!
.
C
#al -urti
9
'8
/
!
.
C
61ESTIONNAIRE
8 6re you havin+ /abur rea& juice8
Fes 0o
'8 I% no then 1hy8
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
.8 ,o1 do you came to kno1 about dabur rea& juice8
5y advertisement 5y consumer demand 5y distributor a##roach
48 Dhat are the reasons %or not kee#in+ /abur Rea& juiceJ
Re#&acement $o&icy *rade Schemes Re&ation 1ith stockists
6ny other IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
"8 6re you havin+ any #rob&em 1ith /abur Rea& !uice:i% yes than 1hatJ
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII

-8 Dhich %&avour does consumer most&y demanded8
Oran+e Man+o Mixed %ruit Guava 2itchi 6##&e
78 From 1here are you buyin+ rea& juice8
5y /istributor 5y Dho&esa&er
38 6re you havin+ dabur home made8

Fes 0o
78 I% no then 1hy8
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII

(8 ,o1 do you came to kno1 about dabur homemade
5y advertisement 5y consumer demand 5y distributor a##roach
8 Dhich tomato #uree does consumer most&y demanded

/abur ,industan Gni&ever
'8 From 1here are you buyin+ dabur home made8
/istributor Dho&esa&er
61ESTIONNAIRE $INDIN,S
*he #resence o% various Fruit !uice brands at various out&ets surveyed 1as as %o&&o1s?
Findin+s? Frooti brand 1as avai&ab&e at maximum number o% sho#s: %o&&o1ed by
Rea& and Fresh Go&d8
/i%%erent Retai&ers 1hen asked about the reasons %or kee#in+ and not kee#in+ Rea&
!uices at their counter: the ans1ers can be +rou#ed in %o&&o1in+ major cate+ories?
Findin+s? *he customersK demand came out to be the major reason %or kee#in+ the
rea& juice at any #articu&ar counter8
Fi+ -8(
Findin+s? *he reason %or some o% the sho#s not kee#in+ the juice brand Rea& at
their counter: came out be the re#&acement #rob&em o% the #roduct: %o&&o1ed by the
trade schemes8
*he survey a&so ex#&ored the #rob&ems %aced by the retai&ers due to Rea& !uices ?
Findin+s? *he major #rob&em %aced by the retai&ers %rom the Rea& !uices is the
Re#&acement $rob&em o% the %irm: %o&&o1ed by the #u%%in+ o% the #acks8
*he survey indicated the variant 1ise sa&es o% Rea& !uices in the markets
covered as %o&&o1s?
Findin+s? The variant wise sales data represents that the Iran!e is the
most popular #uice in the Real7s stable followed by Mi$ed ruit and Man!o.
Findin+s? /abur ,omemade brand 1as avai&ab&e at maximum number o% sho#s:
%o&&o1ed by ,G2 *omato $uree8
The presence of various ruit Juice brands at various outlets surveyed was as
follows:
&ccordin! to the survey the market share analysis was done in the markets
covered. Thou!h the actual fi!ures were not revealed by the retailers but the
appro$imate value of the sales was !iven" the data compiled on that basis
indicated the followin! results:
Brand Name Market Share
Real 7'87- L
$res% ,ol" (87 L
&e% (err 4837 L
Ot%ers '8(" L
Observations
Real Juice are the market leader in the Meerut market with the market
share of appro$imately 8N: followed by resh!old and /eh -erry
respectively.
The market share of the Real Juice is under threat from other players
owin! to their a!!ressive marketin! and promotional schemes.
The main reasons for not keepin! the Real Juices by some of the retailers
were:
=>Replacement ;olicy of the company
=>Routin! ;roblem
The main problems faced by the retailers which can be improved upon
were
=>Replacement
=>5rre!ularity in delivery of products.
Iran!e" Mi$ed ruit and Man!oJ in the !iven order are the lar!est sellin!
Cariants of Real Juices.
Reasons for not continuin! with Real Juices in case of driftin! away of
consumers were mainly:
=>?onsumer 2chemes
=>?ost
The display of product was not proper at most ,appro$imately )':4 of the
shops.
The promotional banners" dan!lers" ;I;s" posters etc , of Real Juices4
were not present in the market" other players had these thin!s in
si!nificant number.
The stora!e of '((ml packs of Real Juices was not properly done in the
?hillers at most of the places.
&t some places the offers of resh 3old were different from whole of the
market" like" they were available for N ltrs for Rs =((.
Recommendations
&ny study which is conducted without any scope for further improvement in
the situation is considered to be futile effort. This study showed a few
loopholes which needs to be filled for better performance of the product in the
market.
The recommendations on the basis of the study can be enumerated as
follows:
Replacement ;olicy of the company needs to be revised" like the =:
replacement of the product can be distributed evenly amon! all the retail
shops" where the replacement needs to be done.
Routin! problem can be solved by #udiciously selectin! the areas which are
near to each other "so that the time and ener!y of the salesman is saved and
he is able to !ive more attention to the shops where he is !oin!.
& promotion kit should be provided to the retail shops so that the visibility of
the product increases.
;roper stands should be provided to the retailers where they can display the
product.
D// has made some of its stores as 62uper Calue 2tores7" they !et special
treatment from D//" Dabur can make some of it7s & cate!ory stores as special
stores" !ivin! them better services in terms of replacement and mar!ins.
estival packs can be introduced in the '((ml packs !ivin! a variety of
variants at a cheaper price. This would help pick up the sales for the '((ml
packs without providin! schemes like one pack free on another.
There is lack of motivation at !round level" some trainin! pro!rams and
motivational e$ercises needs to be done. or e.! tar!et based incentives" TA
shirts" caps etc ,or uniform4 of the company which can create a sense of
belon!in!ness to the company.
;romotional schemes such as stalls around schools" hi!her educational
institutes" !ymnasiums etc" where the consumption of #uices can be hi!h
should be done.
The cricket stadiums, two in number4 host re!ular matches" stalls can be put
up there.
-eats of the salesman should be planned in such a way that it falls #ust a day
before the beat of the nearest competitor" thus" throu!h little persuasion" we
can capture the order intended for the other #uice brand.

2imitations
/5M5T&T5I0 I TD1 2T.DL
2ample selected may not be true representative of the universe.
Respondents may be biased.
?ustomer or respondents may not be accurate.
Marketin! research is carried out on customers" dealers wholesaler
retailers etc. who are human bein!s. Duman bein!s have a tendency to
behave artificially when they know that they are bein! observed.
To acess the marketin! of future sales.
Dabur home made should be !rounded on customer opinion as
compare to Gissan tamato puree

2ince sample si<e for dabur real Fdabur home made is small so result
cannot be !enerali<ed with full reliability.
"ibiliography
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