A

PROJECT REPORT
ON

“MARKET SHARE OF DABUR HONEY”

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By :

Mr. PANKJ KUMAR

Roll No. :-------------

Under The Guidance

Internal Guide : - Mrs VAISHALI SETH

External Guide :- MrS---------------------

SINHGAD COLLEGE OF ARTS AND COMMERCE

NARHE PUNE 41
SINHGAD COLLEGE OF ARTS AND COMMERCE

AMBEGAON, NARHE

PUNE 41

CERTIFICATE
This is to certify that Mr. PANKAJ KUMAR OF T.Y.BBA HAS
SATISFACTORY COMPLETED THE PROJECT REPORT onTHE
SUBJECT market share of dabur honey as laid down by the Pune
University.

Year: 2011
Sem: T.Y. B.B.A
Roll No: 65
Place: Pune

Internal Examiner’s
Signature
Principal’s Signature
Dr. K.V. BACHUTE External Examiner’s
 DECLARATION
I hereby declare that the project report entitled

MARKET SHARE OF DABUR HONEY

has been carried out and submitted to Pune

University is my original work . The empirical

findings in this report are based on the data collected by

me. I have not reproduced from any report of University

neither of this year or any previous year.

Date:

Place: Pune Pankaj Kumar

SR. NO. PARTICULARS PAGE NO.

1. CHAPTER I
INTRODUCTION
 Research Area
 Objectives Placed
(a) Primary Data
(b) Secondary Data
 Objectives Achieved
 Hypothesis of the Study
 Research Methodology & Research Plan
(a) Primary Data Collection Sources
(b) Secondary Data Collection Sources
 Limitation of the Study
2.
CHAPTER II
 History
 Awards
 Marketing Mix: ‘P’s” Details
 Organisational Structure
3.  Any Other Relevant Information

CHAPTER III
4. APPLICATION OF THEORY
CHAPTER IV ANALYSIS OF DATA
 Question
 Tabular Representation
 Pictorial Representation
 Interpretation

5. CHAPTER V
FINDINGS & COCLUSIONS

6. CHAPTER VI
Suggestions and Recommendations
 Bibliography
 Annexure
 Chapter 1

Introduction
ACKNOWLEDGEMENT

I take the opportunity to express my gratitude to all of them

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

PANKAJ KUMAR
 INTRODUCTION
“What is that life worth which can not
bring comfort to others”.
Dr. S.K. Burman (1856-1907)
(The founder of Dabur)
A VISION TURNS A REALITY:
More than a century ago a young Indian doctor started with a
vision to provide innovative and affordable healthcare products for
Indian masses. Thus was born an organization, today known as
“Dabur India Limited”.

From the small dispensary in Calcutta in 1884, the organization has

today grown into a corporation having significant presence in health and
personal care markets in India and abroad with more than 100 years of
understanding of consumer needs and ability it provides safe solutions
from a deep understanding of Ayurveda, Dabur has sets its vision to
strive for providing good health and well being to every household
through its ten productions bases spread across India manufacturing a
range of herbal, health and personal care products, foods Ayurvedic
medicines and pharmaceuticals. Dabur products are also manufactured in
Nepal, Egypt and Dubai. An ontological parental facility has just been
established in the U.K.

The company is served by a strong distribution network of

C&F agents and distributors that ensures the presence of Dabur
products in over 1.5 million retail outlets. At Dabur, key to our
growth is knowledge of nature, which provides the basis, and use
of modern research tools for superior understanding of this
knowledge for providing continuous innovation. Innovation in
products, processes and method will drive Dabur to global
leadership in health and personal care products.

RESEARCH AREAS

PATNA

• BORING CANAL ROAD

• KADAMKUAN
• NALA ROAD
• GANDHI MAIDAN
 RESEARCH OBJECTIVES

Primary objective

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

honey.

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

PATNA.

Secondary objective

1.To know retailers and consumers perception about

Dabur honey.

2.To check the satisfaction level of users.

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

4.To find out the sales planning of the marketing

department.

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

RESEARCH METHODOLOGY

Areas : Patna
Research Design : Exploratory
Sources of Information : Primary Data
Secondary Data
Data collection Method : Structured Non Disguised
Questionnaire
Types of questions Used : Open Ended
Multiple Choice
Close ended
Dichotomous
Target Group : Retailers
Kids (6-10 Years)
Ladies (Mothers)
Sampling Method : Random Sampling
Sample Size : Retailers -150
Kids-70
Ladies- 100
DATA COLLECTION METHOD
Primary method
Questioning and observing are the two basic methods of
collecting primary data. To collect good primary data, it is
necessary to develop standardize forms to guide the procedure.
When information is to be collected by asking questions from
people who may have the desired data, a standardize form called
Questionnaire is prepared. Questionnaire consists of list of
questions to be asked from the respondents and space to record
the answers/responses.

Secondary method

Data which is not originally collected but rather obtained from

published or
unpublished sources are known as secondary data. These data
are usually
Complied by government or non official bodies and are
available somewhere
freely.

The various secondary sources for this project are:-

1) Employees of the organization.
2) Any published document.
3) Company’s website.

LIMITATIONS OF MARKETING RESEARCH

1. It is highly expensive and time consuming.

2. Marketing research is carried out on customers,

dealers wholesaler retailers etc. who are human beings.

Human beings have a tendency to behave artificially

when they know that they are being observed.

3. Subjectivity is the main limitation of MR. It is very

difficult to verify the research results.

4. The MR projects generally take longer time. The time

by which the research results are presented market

situation also undergoes a change.

5. The lack of appropriate training to researcher leads to

misinterpretation of questions to be asked for data

collection.
 CHAPTER 2

PROFILE OF DABUR

Type Public (NSE, BSE)

Founded 1884
Headquarters Ghaziabad
Key people V. C. Burman
Industry Health Care, Food
Products Dabur Amla, Dabur
Chyawanprash,
Vatika,
Hajmola & Real
Revenue Rs 1375,03 crore
Website www.dabur.com
 DABUR
HISTORY

Dabur India Limited, established in 1884, is one of the

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

ANALYSIS
BRAND STRENGTH / WEAKNESS

Elements of Strengths Weaknesses

Marketing Mix
Product Brand Locality
66% Market Share
(In value)
45% Market Share
 (In Volume)
Most Selling Brand
40-Crore Brand
Price Affordable
Packaging Attractive
Packsizes Available in 5 packsizes No sachet / Plastic
(50 gms, 100gms, Packaging
200gms, 500 gms and 1
Kg.)
Positioning Targeted to kids (i.e. 6-
10 Yrs.) as a food item.
Advertising Effective Reach
Sales Promotion • No window
hiring/ displays.
• Some retailers
are unaware
about the sale
promotion
schemes.
• Present gifts are
less attractive.
• Less schemes
for retailers to
push the
product.
Distribution System Widespread two level
channel.

CHANGE IN MARKETING MIX OF DABUR

1. PRODUCTS
The company has decided to enter businesses of
soups and tomato puree under the
Hommade brand and fruit drinks under Coolers.
the all companies are trying to cover the market by
launching the new product therefore Dabur is
also trying to cover the marker with the launch of `Coolers',
a fruit-based beverage in a ready-to-
drink format, Dabur Foods Limited on Thursday introduced
its new brand in seven years. After major success of its
`Real' brand of fruit juices, through `Coolers' the company
hopes to corner a
chunk of beverages market that protects from excessive
effects of heat during summer. The
company invested Rs. 12 crores for the development of the
new brand, which will be available in
three variants — Aam Panna, Pomegranate and
Watermelon — while Jamun drink will be
launched shortly. `Coolers' brand of products will be 25-30
per cent cheaper than the `Real' juices.
The new offering will be initially available in top 30 towns
and 50,000 outlets. In the second
phase, the distribution network would be expanded to 50
towns and one lakh outlets. The company
enjoys 55 per cent market share in the Rs. 120-crore fruit
juice market.
Dabur is planning to expand: Aiming to tap
the fast growing home cleaning products
market in
the country, homegrown FMCG major Dabur
is planning to expand its range of kitchen and
home
cleaners and freshners.
Dabur launches Hajmola Pudina: As I have
mentioned in the previous page that Dabur
launched
the Hajmola Pudina In a bid to push the growth of its
Hajmola brand, homegrown FMCG company
Dabur India has extended the digestive range with the
launch of a new variant - Hajmola Pudina.
Further, the company also plans to undertake a host of
consumer connects initiatives - by way of
tie-ups with Highway Dhabas - to increase frequency of
consumption by promoting post-meal
consumption.

2. PRICE
Price is one of the most effective marketing tools to
promote a business because price conveys image, affects
demand, and can help target a market segment. ... Every
marketing strategy will have its own related pricing
strategy.
After running as a family business for over 100 years,
when in late 1990s, the management of the
Dabur was handed over to a team of professional
managers, the new management faced a gigantic
task of improving performance in several critical areas. In
particular, working capital and cost
management required urgent attention as the company's
performance in these areas had been far
from satisfactory. The then prevailing current ratio of 3:2
and quick ratio of 2:4 were considered
too high and indicative of heavy unnecessary investments
in working capital that would have a
negative effect on company's profitability.
Efforts to improve the working capital
efficiency were met with stiff resistance from
various
quarters, but finally yielded results. The case
study discusses the measures taken to
improve the
working capital and cost management performance, and
how with concerted efforts the
management turned around a highly inefficient working
capital management into one of the most
efficient in the FMCG sector of the Indian industry. In fact,
the company seemed to have taken the
matter to the other extreme of negative working capital,
with the current ratio declining to 0:8 and
the quick ratio to just 0.4 in 2004–05.

3. PLACE
Shopkeepers selling Dabur India's consumer products
would now learn marketing through role-
plays staged by professional actors at their shops. As part
of a recent initiative titled Astra,
advanced sales training for retail ascendance, FMCG
major has recruited 75 sales and HR
managers across the country who would educate over
2,000 distribution channel partners of the
firm about the complexities of sales and distribution
through the audio-visual medium.
Dabur is targeting sales growth of above 15 per cent after
implementing Astra, which was unveiled in May, and
expects nearly 40 per cent growth in sales through
modern trade and institutions, like hotels. The company
also will keep a tab on its performance on a monthly and
quarterly basis.
Dabur has a distribution reach of 25 lakh retail outlets
across the country. About 75 per cent of the company's
sales come form rural areas, hence, it has created the
Astra training consultancy module in five vernacular
languages, Bengali, Tamil, telungu, Malayalam and
Kannada. The company also expects rise in consumer
spending in the rural areas and plans to spread the
initiative in the rural market.
and distribution models.
Under Astra, Dabur has categorised its sales and
distribution channels into finer segments, such as
key grocers, mass grocers, chemist, wholesale,
small outlet and modern trade.
The programme will address specific needs and
expectations of each channel in the areas such as, trade
activation programmes, trade promotion programmes,
brand/SKU focus, merchandising and managing channel
conflict.
Astra is a step ahead of Dare, driving achievement of
retail excellence, introduced by the company
in 2006. Dare was aimed at leveraging Dabur's brands
performance in modern retail. Astra will
encompass all the distribution channels including modern
retail.

4. PROMOTION
DABUR is focusing on the customer service
and to serve their customers they are
customizing
their products according to the customers
need to
customize = to build, fit, or alter according to individual
specifications. Customized service
Customized service firms offer a variety of research
services that are tailored to meet the clients
specific needs.
ORGANISATIONAL STRUCTURE

CHAIRMAN
↓
MANAGING DIRECTOR
↓
DIRECTORS
↓
GENERAL MANAGER
↓
SALES MANAGER
↓
AREA SALES MANAGER
↓
SALES EXECUTIVES
↓
SALESMAN
Other Information
VISION
“Dedicated to the health and well-being of every
household”.

QUALITY POLICY

At Dabur, Quality is a relentless commitment to continuous

improvements in product, process and systems to provides
consistent quality products to meet our customer’s requirement
worldwide. The management is fully committed to quality and
ensures all resources to accomplish this task.

QUALITY OBJECTIVES
To focus on its customers and successfully meet their needs and
requirements.
• To manufacturers effective health care products at competitive
prices and to improve the quality of life of the common masses.
• To implement systems to ensure prevention of errors either
than detection of errors.
• To ensure global competitiveness by striving to achieve current
good manufacturer practices (GMP).

DABUR HONEY COMPETITORS

INDIAN BRANDS
Mehsons
Baidyanath
Natural Way
Himani
Zandu
Charakh
Himalayan
Himflora
Kashmiree Honey

FOREIGN BRANDS
Capilano (Australian)
Lagneese (German)
Fragata

LOCAL BRANDS
Parag
Ankur ( Khadi Gram Udyog)
Dadi’s ( Hoshiarpur)
Kabliwala
Tripta
Hadras (U.P.)
Mohun’s
Uttarakhand
Bajaj
Honeylime

CHAPTER 3
 APPLICATION OF THEORY

MARKETING RESEARCH
Marketing research is defined as "The systematic and

exhaustive search for the study of the facts relevant to any

problem in the field of marketing. Marketing research is the

function which links the consumer, customer and public to the

marketer through information- information used to identify and

define marketing opportunities and problems, generate,

refine and evaluate marketing actions, monitor marketing

performance; and improve understanding of marketing as a

process.

Marketing research specifies the information required to

address these issues; designs the method for collecting

information process; manages and implements the data collection

process; analyzes the results; and communicates the findings and

their implications.
 CHAPTER 4
ANALYSIS OF DATA

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

8%

92%

Who Keep Honey Who Don't Keep Honey

INTERPRETATION
It was observed that 8% of the retailers don’t keep honey at al
while 92%
of the retailers do keep honey.
 PRODUCT PROFILE

 In its generic form, honey is a wonder product. If in western

homes it is a term of endearment, in India, honey is traditionally

seen as a health syrup.

 No company in the organized sector had seen business

opportunity in honey, till the Dabur India Limited decided to

source honey in large volumes from apiculturalists (bee -hive

farmers) and market it, the company introduced branded honey

in glass jars to the Indian market about a decade ago.

 The only big ogranisation selling honey at that time was khadi

gram udyog that too unbranded produce from villages to the

urban markets.

 Dabur found that the demand is low. Honey's usage was

restricted to the world of therapy; used as a cough palliative, a

skin conditioner or alternately as a base ingredient for other

ayurvedic formulations.

 Dabur made a start of mass marketing its honey. By flowing

honey through its distribution stream, all that the company had
 achieved was placing the product within the urban consumer's

reach.

 By the late 1980's, small regional brands had started getting

stronger, although they were confined to small pockets by their

lack of a wide distribution mechanism. This posed a danger.

 Other brands- Natural way (Golden Meadows), Allied's and

Mehson's among them had started gaining recognition in the

branded honey market. And some more were on their way in,

some with fancy packaging to target the upmarket buyer. The

small marketers were selling on price, which meant trouble for

Dabur.

 2004, Dabur Honey took to national level advertising for the first

time, placing the brand on the purity platform. Growth came, at

about 20 per cent, that was not satisfactory.

 In the year 2005, Dabur gave the brand's ad account to

enterprise. At that time Dabur's ad spend for honey was a

piffling Rs. 10-15 lakhs a year. It changed the traditional

perception of Indian consumer about honey as a medicine to

tasty, nutricious food on the breakfast table.

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

Taking into consideration the Dabur Honey which has

market share of 66% (in value) and 44% (in volume). Its

annual sales are approximate 40 crores per annum. The total

market of honey is 100 crores. The dabur honey was

relaunched in 1994 as food items. There has been 12% in

increase in sales from the last year, which is a positive sign.

The company is now a days offering it as a food. It is being

widely distributed and lot of money being spent on advertising

and sales promotion. Reminder Advertising is important to

remind the target market about the existence of the product.

RESEARCH OBJECTIVES
PROCEDURE OF MARKETING RESEARCH

Define the problem &

research objectives.

Develop the
research Plan

Collect the
information

Analyze the
information

Present the
Findings
 RESEARCH DESIGN

A research design is simply a plan or framework for a study

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

SOURCES OF INFORMATION
It is necessary to prepare a list of the information, which is needed
to attain the objectives.

1. PRIMARY DATA
It consists of the original information or new data gathered
specifically for the purpose. Questioning and observing are the two
basic methods of collecting primary information.
2. SECONDRY DATA
It consists of information that already exists somewhere having
been collected for another purpose.

DATA COLLECTION METHOD

Questioning and observing are the two basic methods of

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

While proceeding to design questionnaire, two key assumptions

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

Questionnaire designing consists of five steps as follows:

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

There are four general methods of collecting data using the

questionnaire techniques. There are as follows:-
1. Non Disguised, Unstructured Techniques.
2. Disguised, Unstructured Techniques.
3. Non Disguised, Structured Techniques.
4. Disguised, Structured Techniques.

NON DISGUISED, STRUCTURED TECHNIQUES

In this type of questionnaire, questions are presented with exactly
the same wording and in exactly the same order to all
respondents. The responses as well as questions are
standardized. Data obtained is easier to tabulate and interpret.

UNSTRUCTURED, NON DISGUISED TECHNIQUES

In this type of questionnaire, the purpose of the study is clear, but
the response to the question is open ended. Focus groups and
Depth interviews tends to obtain more information from the
respondents.

UNSTRUCTURED, DISGUISED TECHNIQUES

The unstructured-disguised questionnaire is developed when a
respondent is not willing or cannot find words to express meaning
to answer direct questions and his hidden motives remain
unexpressed. Projective techniques are the examples of this type.
STRUCTURED, DISGUISED TECHNIQUES
The structured -disguised questionnaire emerged as an attempt to
secure the advantages of disguise in revealing subconscious,
hidden motives and attitude along with the advantage in coding
and tabulation common to structured approaches.

The questions seeking the information were used. The main aim
was to analyze the market of honey which was done by making
questionnaires for the retailers, kids and ladies (mothers) who
could give the maximum information. The type of questions used
were closed-ended, open ended , multiple choice and dichotomous
questions. A pilot survey was made to test the feasibility of the
questionnaires.
 ANALYSIS - I (RETAILERS)

Question 1. What is the percentage of the retailers

who keep honey and
who do not keep honey?

8%

92%

Who Keep Honey Who Don't Keep Honey

INTERPRETATION
It was observed that 8% of the retailers don’t keep honey at all
while 92% of the retailers do keep honey.
Question 2.What is the percentage of the retailers
who think that the gifts
are attractive and unattractive

10%

10%

80%

Unattrative Scheme Attractive Scheme Can't Say

INTERPRETATION
It was observed that the 80% of the retailers told that there is no
effect of the present gifts while 10% of them have said that they
are attractive and remaining 10% were either uniformed about the
gifts or they told nothing.
 Question 3 How many retailers keep dabur honey and how many
keep other brands?

4%

44% 52%

Keep Only Dabur Honey Other Brands Including Dabur Don't Keep Dabur Honey

INTERPRETATION
It was observed that 52% of the retailers keep only Dabur Honey
while 4% of them don't keep Dabur Honey and remaining 44% of
the retailers keep other brands also.
Question 4 What influence sale of dabur honey?

5%
2%
9%

5%

10%
52%

17%

Brand Name Quality Purity

Advertisement Promotion Scheme Easy Availability
Can't Say

INTERPRETATION
It was observed that 52% of the retailers have told that sale of
Dabur Honey is due to its brand name, 17% said due to quality,
10% due to purity, 5% because of advertisement, 2% because of
promotion schemes and 5% due to easy availability.
Question5 How many retailers complain about crystallization?

30%

70%

Complaints No Such Complaints

INTERPRETATION
It was observed that 27% of the retailers complaint about the
crystallized honey while remaining have no such kind of
complaint.
Question 6 How many retaillers are satisfied with the margin
provided?

39%

61%

Unsatisfied with margin

Satisfied with margin

INTERPRETATION
It was observed that 61% of the retailers were unsatisfied while
remaining were satisfied with the margin.
 ANALYSIS II (KIDS)
Question : how many kids eat honey?

28%

72%

Don't Eat Honey Eat Honey

INTERPRETATION
It was observed that 28% of the kids don’t eat honey at all while
remaining 72% do eat honey.
Question : How kids consume dabur honey?

13%

39%

48%

Plain With Bread/ Milk/ Paronthas Both

INTERPRETATION
It was observed that 39% of the kids consume plain honey, 48%
consume it with bread, milk or paranthas and 13% of them
consume it as both.
34%

66%

Consume once a day More than once

INTERPRETATION
It was observed that 66% of the kids consume honey once a day
while 34% of them consume honey twice or thrice a day.
 26%
33%

7%

34%

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

INTERPRETATION
It was observed that 33% of the kids consume honey as food items
(At a specific time ie. in morning or evening), 34% of them
consume it as snacks (ie. at any time of the day), 26% of them
consume it as both snacks and food items. Remaining 7%
consume it as medicine.
 23%

53%

24%

Chess Sketch Pen Snake & Ladders

INTERPRETATION
It was observed that 53% of the kids prefer chess as free gift
while 24% of them prefer sketch pens and remaining prefer snake
& ladders as free gift.
 1%
9%

90%

Seen and remember the Dabur advertisement Not Seen the advertisement
Other advertisement

INTERPRETATION:
It was observed that 90% of the kids have seen and remember the
Dabur advertisement, while 9% have not seen the advertisement
and 1% have seen the other brand’s advertisement.
 ANALYSIS III (MOTHERS)

14%

86%

Don't Consume Honey Consume Honey

INTERPRETATION
It was observed that 14% of the respondents don’t consume honey
at all.
 35%

65%

Kids Adults

INTERPRETATION

It was observed that 65% of the respondents said that kids

consume honey the most, while 35% told that adults consume
honey.
 17%

44%

39%

Very Good Good Satisfied

INTERPRETATION

It was observed that 17% of the respondents are satisfied with

Dabur Honey, Level of satisfaction for 39% of the respondents was
good and for 44% of the respondents was very good.
 21%
30%

24%

25%

Quality Purity Easy Availability Brand Name

INTERPRETATION

It was observed that 34% of the respondents purchase Dabur

Honey because of quality 27% because of purity , 26% due to
easy availability, 23% due to brand name.
 10%

90%

Consume Dabur Honey Don't Consume Dabur Honey

INTERPRETATION

It was observed that 90% of the respondents consume Dabur

Honey, while they remaining consume other brands.
 17%

5%

40%

38%

500gms. 200gms. 1 Kg. 50gms. and 100 gms.

INTERPRETATION
It was observed that 40% of the respondents generally consume
500gms., 38% consume 200gms., 5% consume 1 Kg. And 17%
consume 50 gms. and 100 gms.
THREATS
• More and more branded honey is available in the market with
five or six flavours.
• Competitive brands are giving more margin because of which
retailers are least interested in selling the product.
• Complaints like granulation of honey (i.e. small sugar crystals)
is affecting the sales.
• Foreign branded honey is now available in the market and is
liked by the consumers.
• In areas like South Delhi, customers don’t consider price to
purchase the honey and the foreign honey is capturing the
market.

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

This survey has revealed that the Ayurvedic industry is a very

complex industry with a manufacturing process, which is
sensitive and requires expert supervision. Dabur Honey also
enjoy good brand loyalty.

Fluctuating demand of Ayurvedic medicines is a problem with

which companies have to contend. As in the case of Asav-
arishtas which enjoy good demand during season changes and
warm months low demand in the other seasons , the demand is
not met well by companies which fail to accurately predict this
pattern and hence end up producing insufficient quantities when
the demand is high and end up with excess inventory as the
demand wanes. The companies fail to review their targets
accurately to coincide with the decreasing levels of demand.

Dabur Honey is under constant threat from it competitors and

loosing its market share. Due to an inadequate budget for
advertising, the company has been unable to promote and
create a consumer base of its own.

The Dabur Honey brand is a major player in the market. Though

due to inefficient distribution and sales network its true potential
is yet to be realized.
 SUGGESTIONS &
RECOMMENDATIONS

After the survey and the analysis, a lot of information was

gathered which is being presented in the form of suggestions:-

• As the honey is targeted to the kids, they are consuming honey

in the same ways as suggested in the advertisement. so, if the
consumption of honey has to be increased the new uses can be
suggested. (eg, it can be used for preparation of cakes, jelly,
squash etc.)
• To increase its consumption, it can be written on the bottle of
the honey that for best results, use thrice a day for kids and
twice a day for adults (as the case may be)
• For Sales promotion gifts like pencil box, it can be in the shape
of the bottle of Dabur Honey.
• It is natural for honey to crystallize but consumers can be made
aware about this fact because it is affecting the sales.
• More schemes like ‘Seasonal Schemes’ can be given to the
retailers.
• More and more displays like window hiring can be given for the
retail outlets as it has been said that “ Jitna Dikhega Utna
Bikega”
• Sales promotion schemes like” Price off or extra Amount”
can be given.
• Margin can be increased because other competitors are giving
more margin due to which the retailers are least interested in
pushing the brand (Mehsons is giving 36% margin).
• More detailed information about honey can be given on the
company’s Internet site.
• New packaging like ‘Sachet or plastic packaging’ can be
introduced. Plastic packaging for 1 kg. Honey was demanded
by the consumers.
• Sales promotion gifts like ball, Badminton Racket, Pocket
chess, small toys, cars etc can be given for kids.
• The main competitors are Mehsons, Natural way, Himani which
are not the corporate brands as Dabur. The Brand like Mehsons
can be purchased to kick it out from the market.
• Foreign brands like Capilano, Lagneese, Fragata are now
available in the market and doing well in posh markets like
South Delhi and sector 18, Noida where people don’t consider
the price to purchase the honey. Dabur can merge with the
foreign brand and can do marketing for it.
• An awareness programme can be done in the schools like
Mother’s pride where gifts and posters can be given to the kids.
• Sales cam also be promoted by distributing small sachets and
gifts to the children on the places like ‘Appu Ghar’ through the
Joker.
 Financial Express 5th July, 2005

DABUR HONEY NOW IN A TRENDY SQUEEZE PACK.

In a more concerted effort to position one of its top ten brands-
Dabur Honey-on the fun plank and draw the user group-kids-
directly, Dabur India has launched the product in a trendy squeezy
pack priced at Rs. 78 for a 400 gm pack. This squeezy pack-
launched in the top four metros only- will be promoted through
advertising which will begin in the next few weeks and PoS
material that communicates the fun plank with the headline: Play
With Your Food With Honey Squeeze Pack. In order to make
the product appeal to the segment, the company also plans to
change the old staid looking labels on the packs with company
labels.
The Rs. 40 crore brand has been repositioned twice in the last five
years. In the first stage in 1994, Dabur Honey was repositioned on
the food platform after the company found that the brand was
perceived as a medicinal sweetener. That confined the bottle to
shelves, only to be brought out occasionally. So in order to move it
out of the kitchen cabinet on to the dining table, Dabur
repositioned Dabur Honey as a taste enhancer and aimed its
communication at housewives - it talked about using honey in lot of
dishes right from salads to deserts to lemonades to chicken.
"While that effort yielded results-the brand grew at five year CAGR
of 30 per cent-it needed to find a way to increase the width and
depth of usage to continue the pace of growth," says Sunil Duggal,
Vice President, Sales & Marketing, Dabur. Till 1993-94, the
category was growing at the rate of 20 per cent, annually.
So, late last year, it decided to narrow down its target audience
from housewives to kids while continuing its strategy to position
honey as a food product. The aim: to grow the market by
promoting large scale/frequent consumption. The result from the
second stage of repositioning, says Duggal, are currently being
evaluated. "The real results will emerge now but the immediate
challenge is to maintain the current growth rate," says Duggal.

Besides the TV advertising campaign-honey khaake dekho ji-

Dabur has supported the new positioning plank with various below
the line activities targeting kids. These include giving away fun
freebies such as comics and animal faced masks with 200 gm,
500gm and 1kg Dabur Honey. Besides, the company has
undertaken a plantation awareness programme in more than 200
schools in Delhi. As part of the project, Dabur contacted more than
55,000 children of class II and III and provided booklets and poster
to them.

Dabur Honey claims to be the leader in the branded Honey market

with a more than 50 per cent market share. The estimated size of
the market is around Rs. 100 crore with a large unorganized
sector. The brand expects to achieve a turnover of Rs. 45 crore in
the current financial year. The brand spends about Rs. 4 crore on
advertising.
Financial Express – July 10, 2005

The net profit excludes a non-recurring income of Rs. 21.17 crore

received by the company from sale of its 49 per cent stake in
General de Confeteria Ltd. during the same period last year. The
sales turnover grew by 6.2 per cent to Rs. 247.90 crore as against
Rs. 233.53 crore during the period under the review.

However, according to the company release, the sales turnover

went up by 10 per cent on like to like basis after excluding its foods
business that has been carved into a separate subsidiary. The
company expects to record higher growth rates during the rest of
the year as some new products are slated for launch during the
second and third quarter.
Recently, Dabur added a new variant to its Pudin Hara
range. The board also approved a stock split of each equity share
of Rs. 10 into 10 equity shares of Rs.1 which would lead to an
increase in the number of shares of the company resulting in better
liquidity. As a step towards professionalisation of Dabur's board,
Dabur inducted SM Dutta and Sunil Duggal on the board of
directors.
While Dutta has formerly been the chairman of Hindustan
Lever Ltd. (HLL), Duggal is the vice President-family products
division, Dabur.
The company has maintained its advertising and promotional
expenditure at 11.5 per cent of sales and recorded healthy growth
in the sales performance of some of its major health and personal
care brands. While Vatika Shampoo grew by more than 100 per
cent, Dabur Amla Hair Oil, Special Hair Oil and Dabur Honey by
12 per cent, Hajmola by 13 per cent and Ulgel, an antacid in
ethnic flavour increased by 20 per cent.
It's key pharmaceutical brand new Livfit recorded a growth of
more than 100 per cent, the release added.
During the quarter, the company made an additional
investment of $ 3 million in Dabur Oncology Plc, the subsidiary set
up in the UK to manufacture and market oncology formulations for
European and US market.
 BIBLIOGRAPHY

BOOKS
Marketing Management : Philip Kotler
Marketing Research : Boyd

LIBERARIES
Khuda baks Library
Sinha Library

WEBSITE
www.Dabur.com

NEWSPAERS
Business Standard
Economic Times
 QUESTIONNAIRE (CHILDREN)

1. [i] Name…………………………………………………………
[ii] Age ………………………………………………………….

2. Among the following which items do you consume?

[i] Jam ž [ii] Chips ž
[iii] Chocolates ž [iv] Jelly ž
[v] Honey ž [vi] Cheese ž
[vii] Butter ž [viii] Cold Drinks ž
3. Do you ask yourself for honey?
[i] Yes ž [ii] No ž
4. If YES (in question Three) why do you consume honey?
[i] Health ž [ii] Taste ž
[iii] Both (i) &(ii) ž [iv] Any other ž
5. How do you consume honey ?
[i] Honey plain ž [ii] With toast/Bread ž
[iii] With Milk ž [iv] With Ice-cream ž
[v] With Biscuits ž [vi] With Nibu Pani ž
[vii] With Parathas/Roti ž
[viii] Any Other (Specify) ………………………
6. When do you consume honey?
[i] At breakfast ž
[ii] With snacks ž
[iii] In tiffins ž
[iv] With friends ž
[v] When you want to have something for fun ž
[vi] Whenever you feel like having something sweet ž
[vii] Along with lunch/ dinner ž
[viii] Any other (Specify) ………………………………….
7. How many times do you take honey in a day?
[i] Once ž [ii] Twice ž
[iii] Thrice ž [iv] Any other (Specify)
………………….
8. Have you seen any advertisement of honey on television?
[i] Yes ž [ii] No ž
9. If yes (in question six), which advertisements?
………………………………..………………………………..
……………………………………………………………………………
……………….
10. Which T.V. Channels?
[i] Sony ž [ii] Star Plus ž
[iii] Zee Network ž [iv] Cartoon Network ž
[v] Doordarshan ž [vi] Any other (Specify)…………...
11. Have you decided to purchase Dabur honey after watching
the advertisement?
[i] Yes ž [ii] No ž
12. Who encourage you to take Dabur honey?
[i] T.V. ž [ii] Friends ž
[iii] Family ž [iv] Any other (Specify)…………...
 QUESTIONNAIRE
1. PERSONAL DETAILS

Name: _____________________________________________
M/F _______________________________________________
Address/Tel. ________________________________________
Age _______________________________________________
Occupation _________________________________________
Income:-
(i) Below - Rs. 5,000 ž
(ii ) Rs. 5,000 - Rs. 10,000 ž
(iii ) Rs. 10,000 - Rs. 15,000 ž
(vi ) Rs. 15.000 & above ž
2. From the following which items do you consume?
(i) Jam ž (ii) Ketchups ž
(iii) Honey ž (iv) Cheese ž
(v ) Butter ž (vi) Chips ž
(vii ) Cold drinks ž (viii) Any other (specify)
…………
3. Who consumes honey the most ?
(i) Children ž (ii) Yourself ž
(iii ) Husband ž (iv) Family ž
(v) Any other (specify) …………………………………………

4. Do children …………………………………………..?
(i) Ask for it ž
(ii) You give it yours self ž
5. How do kids consume honey?
(i) Honey plain ž (ii) With toast/Bread ž
(iii) With Milk ž (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Roti ž (viii) Any Other
(Specify)…………
6. How do adults consume honey?
(i) Honey plain ž (ii) With toast/Bread ž
(iii ) With Milk ž (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Roti ž (viii) Any Other (Specify)
………..
7. When do you take honey?
(i) At breakfast
ž
(ii) Any times of the day as a snacks ž
(iii) As when need arise ž
(iv) Any other (specify) ž
8. Why do kids consume honey?
(i) Taste ž (ii) Health
ž
(iii) Both (i) & (ii) ž (iv) Any other (specify)
……………
9. Why do adults consume honey?
(i) Taste ž (ii) Health
ž
(iii) Both (i) & (ii) ž (iv) Any other (specify)
……………
10. When do you usually decide your purchase of honey?
(i) As on when need arises
ž
(ii) With monthly grocery list ž
(iii) Any other ( specify)……………………………………………
11. In which season do you purchase honey mostly?
(i) Winter ž (ii) Summer ž
(iii) Rainy season ž (iv) Whole year ž
13. Do you buy …………………………………………………… ?
(i) Branded ž (ii) Unbranded
ž
(iii) Local Brand ž (iv) Any other (Specify)
…………...
14. Which brand comes to your Mind first when you heard of the
word "Honey"?
(i) Dabur ž (ii) Zandu
ž
(iii) Himani ž (iv) Any other (Specify)
…………...
15. Which brand do you consume?
(i) Dabur ž (ii) Zandu ž
(iii) Himani ž (iv) Any other (Specify)
…………

16. If answer is (a) in Q. fifteen what do you like the most?

(i) Purity ž (ii) Quality ž
(iii) Price ž (iv) Easy availability ž
(v) Packsize ž (vi) Packaging ž
(vii ) Brand name ž (viii) Free gifts ž
(ix) Any other (Specify)
…………………………………………………...
17. Which packsize do you normally purchase?
(i) 50 gms. ž (ii) 100 gms. ž
(iii) 200 gms. ž (iv) 500 gms. ž
(v ) Any other (specify)
……………………………………………………
18. From where do you buy Dabur honey generally?
(i) Medical store ž (ii) General store ž
(iii) Departmental store ž (iv) Any other (Specify)
…………
19. Who influence the buying decision?
(i) Children ž (ii) Friends ž
(iii) Family ž (iv) Any other (specify)
……………
20. What is your monthly consumption of Dabur honey ?
……………………………..……………………………..
………………
21. Your level of satisfaction:-
(i) Very good ž (ii) Good ž
(iii ) Satisfy ž (iv) Any other (Specify)
…………
22. Your Suggestions :
…………………………………….……………………………………….
……………………………………….
……………………………………….
…………………………………………………………………………
…………………………………….……………………………………….
……………………………………….
……………………………………….
…………………………………………………………………………
 QUESTIONNAIRE (RETAILERS)
1. Do you keep honey ?
[i] Yes ž [ii] No ž
2. Which brands do you have ?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other (specify)
…………
3. Which brand do you sale mostly?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify]
………….
4. Do customers ask for simply honey or branded honey?
[i] Yes ž [ii] No ž
5. Which brands?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify]
……………
6. (If answer is one in question five) which pack sizes of Dabur
honey do you have?
[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify) …………………………………………….
7. Which packsizes do you sale mostly?
[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify)
………………………………………………...
8. Do you think that do children demand Dabur honey mostly ?
……………………………………………………………………………
9. Why customers go for Dabur ?
[i] Purity ž [ii] Quality ž
[iii] Price ž [iv] Easy availability ž
[v] Packsize ž [vi] Packaging ž
[vii] Brand name ž [viii] Free gifts
ž
[ix] Any other (Specify)
…………………………………………………...
10. Do customers purchase honey after seeing various brands ?
[i] Yes ž [ii] No ž
11. What do you think that more consumption of Dabur Honey
depends upon season also? If Yes ?
[i] Winter ž [ii] Summer ž
[iii] Rainy Season ž [iv] Any other (specify)
…………
12. What is your monthly sale ?
[i] In gms. ž [ii] In kgs. ž
[iii] Any other (specify) …………………………………………..…
13. Are you satisfied with your margin ?
[i] Yes ž [ii] No ž
14. How is your relation with distributors?
[i] Very Good ž [ii] Good
ž
[iii] Satisfy ž [iv] Any other (specify)
…………..
15. Yours Suggestions:-
……………………………………………………………………………
……………………………………………………………………………