MARKETING MIX OF DABUR INDIA LIMITED AND ANALYSIS OF PERSONALITY THEORIES ON WHICH ITS PRODUCTS ARE POSITIONED

CONSUMER BEHAVIOUR ASIAN BUSINESS SCHOOL

SUBMITED BY: MANISH SHARMA 3rd SEMESTER MBA ABS NOIDA

STUDENTS DECLARATION
I, MANISH SHARMA, the undersigned, a student of ASIAN BUSINESS SCHOOL, NOIDA hereby declare that this project work report on MARKETING MIX OF DABUR INDIA LIMITED AND ANALYSIS OF PERSONALITY THEORIES ON WHICH ITS PRODUCTS ARE POSITIONED. Is the result of my own research and no part of it has been presented for another degree in this university or elsewhere. I am solely responsible for any errors in the work.

NAME MANISH SHARMA M.B.A (2010-12) ASIAN BUSINESS SCHOOL NOIDA

SIGNATURE ...

DATE

CERTIFICATE
This is to certify that Mr. MANISH SHARMA is a bona fide student of ASIAN BUSINESS SCHOOL, NOIDA and is presently pursuing a Master of Business Administration. Under my guidance, he has submitted his project report titled on MARKETING MIX OF DABUR INDIA LIMITED AND ANALYSIS OF PERSONALITY THEORIES ON WHICH ITS PRODUCTS ARE POSITIONED in partial fulfillment of the requirement for the semester project during the Master of Business Administration. To the best of my knowledge, this report has not been previously submitted as part of another degree or diploma of any another Business School or University.

____________________________

_______________________

(Mrs. Latika Sahni)

Dean, Asian Business School, Noida

Mr. Sachin Srivastava

ACKNOWLEDGEMENT
Words often fail to express inner feelings of gratitude to ones benefactors, but then it is the only readily available medium through which the undersigned can express his sincere thanks to all those who are associated with his work in one way of the other. I feel it my profound privilege to express my most sincere gratitude and indebtedness to my respectable dean, Mrs. Latika Sahni and my project guide Mr. Sachin Srivastava, who was instrumental in providing me direction, constant encouragement, and cooperation in my attempt to take this project to its logical conclusion. I also want to thank my class mates and to all the respondents who featured in my survey but remain as nameless entities, I present a deep bow of gratitude. I would like to thank all my teachers at Asian Business School without whose support; this semester project would not been possible.

INDEX
S. No. Contents Page No.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Acknowledgement Executive Summary Overview Of FMCG Sectors In India Introduction to the Company List of Acquisitions Organizational Structure SWOT Analysis of Dabur Research Problem Research Design Marketing Mix Dabur Foods Marketing Mix Marketing Mix of Dabur Chyawanprash Personality Theories Implementation of Personality Theories Bibliography

4 6 7 9 11 15 19 20 21 23 26 36 46 58 62

Executive Summary
This project main aim is to tell what exactly marketing mix is all about and how different companies manages its marketing mix to maximize their profits. The company taken in this project is Dabur India Limited. The marketing mix of Dabur Foods has been done in this project and some recommendations have been mentioned after analyzing the marketing mix. Also the marketing mix of Dabur Chyawanprash, one of the leading products of the company has been done. Its the market leader in the chyawanprash sector. Some recommendations are suggested after the deep study about its marketing mix. The other objective of the project is the personalitys theories and how the marketers apply them while targeting their customers via ads, marketing or promotions. It is explained later in the project how daburs product uses different personality theories when they are making their ads and how the customer perceives it and on the basis of what personality theory their buying take place.

OVERVIEW OF FMCG SECTOR IN INDIA

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well-established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labor costs, and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class, and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2012, India needs around US$ 28 billion of investment in the foodprocessing industry. India is one of the largest emerging markets, with a population of over one billion. India is one of the largest economies in the world in terms of purchasing power and has a strong middle class base of 300 million. Around 70 per cent of the total households in India (188 million) reside in the rural areas. The total numbers of rural households are expected to rise from 135 million in 2001-02 to 153 million in 2011-12. This presents the largest potential market in the world. The annual size of the rural FMCG market was estimated at around US$ 10.5 billion in 2001-02. With growing incomes at both the rural and the urban level, the market potential is expected to expand further.

Rural and urban potential Rural-urban profile

Urban

Rural

Population 2001-02 (mn household) Population 2009-10 (mn household) % Distribution (2001-02) Market (Towns/Villages) Universe of Outlets (mn)

53 69 28 3,768 1

135 153 72 627,000 3.3

Source: Statistical Outline of India (2008-09), NCAER An average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal care products. The large share of fast moving consumer goods (FMCG) in total individual spending along with the large population base is another factor that makes India one of the largest FMCG markets

INTRODUCTION
COMPANY OVERVIEW

Over its 120 years of existence, the Dabur brand has stood for goodness through a natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey, Dabur has consistently ranked among Indias top brands. Its brands are built on the foundation of trust that a Dabur offering will never cause them harm. The trust levels that this brand enjoys are phenomenally high. While Ries and Trout may ask What does Dabur stand forshampoo or digestive tablets? The answer is fairly simple, it stands for Indias fourth largest fast moving consumer goods company that both consumers and trade respect and trust unequivocally, and which has an annual turnover of over Rs 15 billion. The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal customers.

Dabur is an investor friendly brand as its financial performance shows. There is an abundance of information for its investors and prospective information including a daily update on the share price (something that very few Indian brands do). Theres a great sense of responsibility for investors funds on view. This is a direct extension of Daburs philosophy of taking care of its constituents and it adds to the sense of trust for the brand overall.

Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. Our story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders. The results of our policies and initiatives speak for themselves.

Leading consumer goods company in India with a turnover of Rs.2834.11 Crore (FY09)

3 major strategic business units (SBU) - Consumer Care Division (CCD) and Consumer Health Division (CHD) and Division (IBD) International Business

3 Subsidiary Group companies Dabur International, Fem Care Pharma and new u.

17 ultra-modern manufacturing units spread around the globe

Products marketed in over 60 countries. Wide and deep market penetration with 50 C&F agents, more than 5000 distributors and over 2.8 million retail outlets all over India.

LIST OF ACQUISTIONS
Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn and grow to a commanding status in the industry. The Company has gone a long way in popularizing and making easily available a whole range of products based on the traditional science of Ayurveda. And it has set very high standards in developing products and processes that meet stringent quality norms. As it grows even further, Dabur will continue to mark up on major milestones along the way, setting the road for others to follow.

1884 - Established by Dr. S K Burman at Kolkata 1896 - First production unit established at Garhia 1919 - First R&D unit established Early 1900s - Production of Ayurvedic medicines Dabur identifies nature-based Ayurvedic medicines as its area of specialization. It is the first Company to provide health care through scientifically tested and automated production of formulations based on our traditional science. 1930 - Automation and up gradation of Ayurvedic products manufacturing initiated 1936 Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated 1940 - Personal care through Ayurveda Dabur introduces Indian consumers to personal care through Ayurveda, with the launch of Dabur Amla Hair Oil. So popular is the product that it becomes the largest selling hair oil brand in India.

1949 - Launched Dabur Chyawanprash in tin pack

Widening the popularity and usage of traditional Ayurvedic products continues. The ancient restorative Chyawanprash is launched in packaged form, and becomes the first branded Chyawanprash in India. 1957 Computerization of operations initiated 1970 - Entered Oral Care & Digestives segment Addressing rural markets where homemade oral care is more popular than multinational brands, Dabur introduces Lal Dant Manjan. With this a conveniently packaged herbal toothpowder is made available at affordable costs to the masses. 1972 - Shifts base to Delhi from Calcutta 1978 - Launches Hajmola tablet Dabur continues to make innovative products based on traditional formulations that can provide holistic care in our daily life. An Ayurvedic medicine used as a digestive aid is branded and launched as the popular Hajmola tablet. 1979 Dabur Research Foundation set up 1979 - Commercial production starts at Sahibabad, the most modern herbal medicines plant at that time 1984 Dabur completes 100 years 1988 - Launches pharmaceutical medicines 1989 - Care with fun The Ayurvedic digestive formulation is converted into a children's fun product with the launch of Hajmola Candy. In an innovative move, a curative product is converted to a confectionary item for wider usage. 1994 Comes out with first public issue 1994 Enters oncology segment

1994 - Leadership in health care Dabur establishes its leadership in health care as one of only two companies worldwide to launch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research Foundation develops an eco-friendly process to extract the drug from its plant source 1996 Enters foods business with the launch of Real Fruit Juice 1996 - Real blitzkrieg Dabur captures the imagination of young Indian consumers with the launch of Real Fruit Juices - a new concept in the Indian foods market. The first local brand of 100% pure natural fruit juices made to international standards, Real becomes the fastest growing and largest selling brand in the country. 1998 - Burman family hands over management of the company to professionals

2000 - The 1,000 crore mark Dabur establishes its market leadership status by staging a turnover of Rs.1,000 crores. Across a span of over a 100 years, Dabur has grown from a small beginning based on traditional health care. To a commanding position amongst an august league of large corporate businesses. 2001 - Super specialty drugs With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company gains entry into the highly specialised area of cancer therapy. The state-of-the-art plant and laboratory in the UK have approval from the MCA of UK. They follow FDA guidelines for production of drugs specifically for European and American markets. 2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4 crore 2003 - Dabur demerges Pharmaceuticals business Dabur India approved the demerger of its pharmaceuticals business from the FMCG business into a separate company as part of plans to provider greater focus to both the businesses. With this, Dabur India now largely comprises of the FMCG business that include personal care products, healthcare products and Ayurvedic Specialities, while the Pharmaceuticals business would include Allopathic, Oncology formulations and Bulk Drugs. Dabur Oncology Plc, a subsidiary of Dabur India, would also be part of the Pharmaceutical business. Maintaining global standards As a reflection of its constant efforts at achieving superior quality standards, Dabur became the first Ayurvedic products company to get ISO 9002 certification. Science for nature Reinforcing its commitment to nature and its conservation, Dabur Nepal, a subsidiary of Dabur India, has set up fully automated greenhouses in Nepal. This scientific landmark helps to produce saplings of rare medicinal plants that are under threat of extinction due to ecological degradation. 2005 - Dabur aquires Balsara As part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene and Home products businesses, a leading provider of Oral Care and Household Care products in the Indian market, in a Rs 143-crore all-cash deal. 2005 - Dabur announces bonus after 12 years Dabur India announced issue of 1:1 Bonus share to the shareholders of the company, i.e. one share for every one share held. The Board also proposed an increase in the authorized

share capital of the company from existing Rs 50 crore to Rs 125 crore. 2006 - Dabur crosses $2 bin market cap, adopts US GAAP. Dabur India crosses the $2-billion mark in market capitalisation. The company also adopted US GAAP in line with its commitment to follow global best practices and adopt highest standards of transparency and governance. 2006 - Approves FCCB/GDR/ADR up to $200 million Moving forward on the inorganic growth path, Dabur India decides to raise up to $200 million from the international market through Bonds, FCCBs, GDR, ADR, QIPs or any other securities.The capital raised will be used to fund Dabur's aggressive growth ambitions and acquisition plans in India and abroad. 2007 - Celebrating 10 years of Real Dabur Foods unveiled the new packaging and design for Real at the completion of 10 years of the brand. The new refined modern look depicts the natural goodness of the juice from freshly plucked fruits. 2007 - Foray into organised retail Dabur India announced its foray into the organised retail business through a wholly-owned subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by 2010 to establish its presence in the retail market in India with a chain of stores on the Health & Beauty format. 2007 - Dabur Foods Merged With Dabur India Dabur India decides to merge its wholly-owned subsidiary Dabur Foods Limited with itself to extract synergies and unlock operational efficiencies. The integration will also help Dabur sharpen focus on the high growth business of foods and beverages, and enter newer product categories in this space.

Organizational Structure
Good corporate governance and transparency in actions of the management is a key to a strong bond of trust with the Companys stakeholders. Dabur understands the importance of good governance and has constantly avoided an arbitrary decision-making process. Our initiatives towards this end include: Professionalisation of the board Lean and active Board(reduced from 16 to 10 members) Less number of promoters on the Board More professionals and independent Directors for better management Governed through Board committees for Audit, Remuneration, Shareholder Grievances, Compensation and Nominations

Meets all Corporate Governance Code requirements of SEBI

PRODUCT LINE
Foods
Real Real Activ Hommade Lemoneez Capsico

Health Care Baby Care Dabur Lal Tail Dabur Baby Olive Oil Dabur Janma Ghunti

Health Supplements Dabur Chyawanprash Dabur Glucose D Digestives Hajmola Yumstick Hajmola Mast Masala Anardana Hajmola Hajmola Candy Hajmola Candy Fun2 Pudin Hara (Liquid and Pearls)

Pudin Hara G Dabur Hingoli

Natural Cures Shilajit Gold Nature Care Sat Isabgol Shilajit Ring Ring Itch Care Backaid Shankha Pushpi Dabur Balm Sarbyna Strong

Personal Care Hair Care Oil Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla

Hair Care Shampoo Anmol Silky Black Shampoo Vatika Henna Conditioning Shampoo Vatika AntiDandruff Shampoo Anmol Natural Shine Shampoo

Oral Care Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan

 Dabur Meswak Dabur Promise Skin Care Gulabari Vatika Fairness Face Pack

Ayurvedic Specialities Ayurveda Ayurveda Vikas Stresscom Broncorid, Madhuvaani Trifgol Lipistat Rheumatil Gel, Rheumatil Tab Mensta

SWOT ANALYSIS OF DABUR

STRENGTHS Strong presence in well defined niches( like value added Hair Oil and Ayurveda specialties) Core knowledge of Ayurveda as competitive advantage Strong Brand Image Product Development Strength Strong Distribution Network Extensive Supply Chain IT Initiatives R & D a key strength WEAKNESS Seasonal Demand( like chyawanprash in winter and Vatika not in winter) Low Penetration(Chyawanprash) High price(Vatika) Limited differentiation (Vatika) Unbranded players account for the 2/3rd of the total market(Vatika)

OPPORTUNITIES THREATS Existing Competition( like Untapped Market(Chyawanprash) Himani, baidyanath and Zandu Market Development for Dabur Chyawanprash and Export opportunities. Marico, Keo Karpin, HLL and Innovation Bajaj for Vatika Hair Oil) Increasing income level of the New Entrants middle class Threat from substitutes (like Creating additional consumption Bryllcream for Vatika hair oil) pattern

RESEARCH METHODOLOGY

Research Question:-

Find out
MARKETING MIX OF DABUR INDIA LIMITED AND PERSONALITIES THEORIES ON WHICH ITS PRODUCTS ARE POSITIONED.

Research Design:A research design is a frame work or blue print for conducting the research project. It details the procedures necessary for obtaining the information needed to structure and/or solve the research problems. There are various types of research which are conducted to find the solution for the research problem.

These are:-

Exploratory research: This research is conducted when there are few or no

earlier studies to which references can be made for information. The aim behind this research is to look for patterns, ideas or hypothesis rather than conforming or testing a hypothesis. The focus is on gaining insights and familiarity with the subject area for more rigorous investigation later.

Descriptive research: This research describes phenomena as they exist. It is used

to identify and obtain information on the characteristics of a particular issue. It goes further than the exploratory research in examining a problem since it is undertaken to ascertain and describe the characteristics of the issue.

Predictive research: This research goes further by forecasting the likelihood of a

similar situation occurring elsewhere. This provides how, why, and where answers to current events as well as to similar events in the future. It is also helpful in situations where what if? questions are being asked.

Analytical / Rationale research: The rationale research for the selection of the
introductory sections of research papers as the focus of the study is two-fold. First, regardless of the final forms of the research papers, that is, whether they are published articles, chapters or dissertations, these sections share a common set of general purposes. Secondly, the nature of the texts as argument means that they provide a relevant site for an investigation of evaluative strategies in academic writing.

S.NO. 01.

RESEARCH STUDY Exploratory Research

RATIONALE Not Applicable; because the study and research has already been done and published by various people. Also, the aim behind the study is to explore the research objectives. Applicable; because the researcher wants to explore more about the company and its current scenario in relation to the industry in which the company exist. Applicable; as the researcher wants to predictive the future scenario of the industry and the existence of the company in its industry. Applicable; because the aim behind the study is to analyze the current and the future scenario of the company and industry so that research question could be proved.

02.

Descriptive Research

03.

Predictive Research

04.

Analytical Research

The researcher have selected the descriptive and analytical research to complete the research work as the data which has been used for conducting and completing the research is the data which has already been published on the website of the company and various other websites, also used by other people in their respective research study. Descriptive research in the sense as the researcher have tried to analyze and describe the problem and trying to find out the solution to resolve the same problem in a more effective and efficient way. While, analytical research in the sense that the data which have been used while the research study is the data which is secondary data and other people also used the same for conducting their study; as well already been published. Data used in the research study:S.NO. 01. TYPES OF STUDY Primary Data: a) Survey Research b) Questionnaire c) Interview d) Observations e) Case Studies f) 02. Critical Incidents Applicable Not Applicable Not Applicable Applicable Not Applicable Not Applicable Applicable Applicable Applicable RATIONALE

Secondary Data:
a) Annual Company Reports b) Government Statistics c) Published Data

The Marketing Mix

Product Place

Target

Market

Price

Promotion

The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner.

A Summary Table of the Marketing Mix

The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.

Summary of Marketing Mix Decisions

Product Functionality Appearance Quality Packaging Brand Warranty Service/Support

Price List price Discounts Allowances Financing Leasing options

Place Channel members

Promotion Advertising

Channel motivation Personal selling Market coverage Locations Logistics Service levels Public relations Message Media Budget

DABUR FOODS SELLING PROCESS

Dabur food process of selling starts from stockiest.

C&FA dose not have any process to play in the process of selling of dabur foods products. They are just Clearing & Forwarding Agents they store the manufacturing products and then supply it to stockiest. Stockiest pay the money to dabur foods through demand draft. Stockiest further sells the products to retailers. Retailer finally sells the products to consumers.

HOW DABUR FOOD IS USING MARKETING MIX Product

Appearance: Dabur tries to make its products appear very attractive. Quality: Quality of the product is really unmatchable as it is tested number of times and its products are processed using very advanced machinery and technology. Packaging: Dabur products packaging is done in such a way that their juice does not get expired before 6 months in spite of perishable products. Brand: Dabur itself is a very reputed and well known brand in the market and its Real juice is also known all over India. Warranty: Dabur as such does not gives any warranty but if there is any problem in its products before expiry then they replace the product. Service/Support: Dabur foods provide full support to its stockiest, retailers and consumers, what so ever the problem is

Price
List price: Dabur decide its price according to its competitors and the price structure is different for retailers and stockiest. Discounts: There are different discounts for retailers, stockiest and consumer from time to time.

Allowances: Special allowances are given to stockiest sales man if he achieves his targets.

Place
Channel members: Channel members or business partners of dabur are its stockiest, retailers. Channel motivation: Channel motivation for dabur is pull and push strategy. Market coverage: Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease. Locations: Dabur foods try to cover or try to place its products in each and every shop and every location.

Promotion
Advertising: Dabur products are advertised through television, newspapers, magazine etc. Personal selling: Dabur hardly do any personal selling except in tent shows and road shows. Same for less & more for same Media: Media of promotion is TV, Radio, newspapers, magazine. Budget: Budget is decided by finance team for different strategic business unit.

Channel Of Distributions
Manufacturing Plant

Clearing and forwarding agent (different regions)

Stockist A

Stockist B

Stockist C

Retailers

Retailers

Retailers

Retailers

Retailers Retailers

CONSUMERS
The above diagram it shows channel of distribution of dabur foods, here first the products are manufactured and from Manufacturing plants the packed goods are supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are then further supplied to number of Stockiest or Distributors, from here goods reaches to large number of Retailers and it is the duty of Stockiest to take orders from retailers and then supply the goods to them, this work is generally done by stockiest salesman through ready stock or by taking orders first and then placing the order. From here the goods finally reaches to Customers. Customer purchases the product from retailers.

This was the basic Channel of Distribution used by Dabur Foods, now I will throw light on each channel of distribution of Dabur Foods.

Supply Chain Management:

Supply chain management starts before physical distribution: it involves procuring the right inputs (raw materials, components, and capital equipment), converting them into finished products, and dispatching them to the final destinations. The supply chain perspective can help identify superior suppliers and distributors and help them improve productivity, which ultimately brings down the companys costs. A broader view sees a company at the center of a value network that includes its suppliers, its immediate customers, and their end customers. The value network includes valued relations with others such as university researchers, government approval agencies and so on. MANUFACTURING PLANT: Dabur Foods has Number of products in its product line but its main area of interest or the product on which they concentrate the most is Real Juice. Dabur has its manufacturing plant at Nepal and at Jaipur where juice is manufactured and tested. PROCUREMENT & TRANSPORT: Getting the raw material and packaging material requirement from the production unit in charge Constant updates on the procurement of materials and transport details

Production details and ingredient content information from the different personnel and coordinating this activity.

PACKAGING: Approval and coordination of the supply of packaging material to the production unit

CLEARING AND FORWARDING AGENT (C&FA)

From manufacturing plant the stock is transported or supplied to clearing and forwarding agents. Clearing and Forwarding Agents is a third party and Dabur gives contract to them, so company has nothing to do in building the relationship with them. Here C&FA keep or stock the goods with them. They charge dabur for stocking the good and even dabur dont mind doing so as it is a measure of cost cutting as well as there is no need for warehouses and maintenance. For Ghaziabad, Meerut, Delhi NCR there is one C&FA whish is situated in Mohan Nagar, here all goods which dabur foods hare kept here.

STOCKIEST OR DISTRIBUTORS Stockiest store the products in their warehouses, C&FA supplies the goods to them as per their order. Stockiest has some sales men working under him, they are known as stockiest sales man. Their work is to place the products in the market and take order from retailers and then supply goods to them. Sales men either take ready stock with them or they first take orders and then supply goods later on. There is a beat which is a schedule route of sales man, means sales man has to daily cover the route as mention in the beat. Merchandising, making products visible, pasting posters, putting banners, and seeing that goods are properly placed in the retail outlets is also the duty of stockiest sales man. Companies sales officer keeps a check on the stockiest and monthly report is also prepared which is further analyzed by ASM & ZSM. In Noida Dabur has 1 stockiest, and in Ghaziabad 1

RETAILERS Retailers are backbone of the company as they are the one who can take the product on new heights or can bring it down to toes.

Stockiest supplies goods to retailers and tries Persuading retailers to give the brand special displays (using merchandising tools) to get affective brand presence, and arranging it in more noticeable manner.

Classification of outlets in different type of markets is different according to their sales volume. TYPES OF RETAILS OUTLETS Class A B C Average Monthly Business Above 10,000 5,000-10,000 Upto 5,000

Margin of retailers is always higher than stockiest. Retailers are the one who have direct contact with the customers. Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease.

TYPES OF RETAIL MARKET The retail market can be classified on the basis of magnitude of retail. SCATTERED MARKET Lesser no. of outlets, and Extensive outlets BLOCK MARKET Large no. of retail outlets in chunk SUPER MARKET Through their superior information, logistical systems and buying power deliver good service and immense volumes of products at attractive prices. CHAIN OUTLETS Having more than one key outlet all across with a single control unit and central purchasing strategy

THE FUTURE FOR DABUR Tapping the world markets: Dabur India, under its new brand architecture, has five power brands under its portfolio with distinct offerings Vatika, a herbal beauty brand with products like Vatika Shampoo, Hair oil and Fairness Face pack; Dabur, the natural healthcare brand with products like Chyawanprash and Pudin Hara; Hajmola, the tasty digestive brand with Hajmola candy, Fun2 and Anardana Churan; Real which offers fruit beverages and has products like Real Fruit juices, Lemoneez; and the recently launched Anmol which is a cross category value-for-money brand. Dabur has decided to take two of its five power brands Dabur and Vatika global through its Dubai-based arm Dabur India. And the Big B and Rani Mukherjee will help the company get a toehold in the worlds herbal hair oil, shampoos and hair creams market. The Rs 1,232-crore FMCG major has also decided to give a new impetus to its international food supplement brand, Nature4u, by now launching it in the burgeoning Gulf market. It is currently being sold only in UK and EU. We have drawn an aggressive plan to launch Dabur and Vatika globally, starting from the Middle East, GCC, and SAARC countries. We expect our market share to double within two years in the 10 countries we will focus on initially, said Mr. Arvind Kumar, CEO, Dabur International. The 10 top-of-mind markets for Dabur right now are UAE, Saudi Arabia, Kuwait, Bahrain, Oman, Bangladesh, Pakistan, Egypt, and Nigeria. To develop Dabur International as its major overseas hub to service all markets except Russia, the company is setting up a new plant which is expected to be ready in a year. Dabur International already has a plant in Jabel Ali to both package products sourced from India and produces some local variants. Dabur India has been selling its product in

Dubai and GCC countries since 1992 through a franchise Redrock Limited. The company had acquired this franchise last year at investments of about USD five million.

Growing market share: While there is no doubt that Dabur now has a presence in several product categories ranging from hair care to oral care to home care to health supplements to juices and even soaps, it is also true that in some of these segments its market share is very low and trails the market leader by a huge margin. For instance, Dabur only has a 6% market share in shampoos against HULs 53%, and a 15% share in the oral care segment against Colgates 46%. Company officials believe that low market share means that there are substantial growth opportunities even if these categories do not grow. Our market shares are low in some segments. This gives us opportunity to penetrate these categories, says Mr Narang. Drivers of growth: For the future, Dabur has identified foods, home care products, skin care and OTC health care products as its growth engines. The company plans to ramp up its home care business and in the food category it is looking at expanding its Homemade range of cooking pastes and purees. In the skin care segment, the company launched the Dabur Anmol cold cream last year and its Vatika honey and saffron soap is currently under test launch.

Expansion in south India: Dabur is looking at expanding its business in south India, which currently accounts for around 15% of its total sales.

RECOMMENDATIONS

Focus on growing core brands across categories. Reaching out to new geographies. Improve operational efficiencies by leveraging technology. Be the preferred company to meet the health and personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesizing the deep knowledge of ayurveda and herbs with modern science.

Provide consumers with innovative products within easy reach. Vatika hair care centre: On the lines of Maricos Kaya Skin Clinic, Dabur could start a venture called Vatika hair care centre which would provide total hair care solutions. It could have hair care experts to solve hair problems. Services could include dandruff treatment, straightening of hair, treatment for split ends, etc.

Position Dabur Chyawanprash as not more of a medicine but as something which is necessary for health.

More initiatives like Dabur ki Deewar to increase brand visibility. It is an initiative to occupy shelf space.

STP ANALYSIS OF DABUR CHYAWANPRASH

SEGMENTATION

Dabur Chyawanprash is the market leader in the Chyawanprash segment. It comes under the category of health supplements. The segments that it considers are growing kids, competitive youth, ever busy housewives, and the aged. For the growing kids: In today's competitive environment, the children are under high pressure to excel. For the competitive youth: Modern life keeps the youth busy and demands them to be active and efficient. For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder all responsibilities. For the aged: Old age weakens a person physically and mentally. After segmenting the population into these categories it aims to keep them fit and healthy.

TARGETING

Traditionally, chyawanprash was supposed to be a health supplement for the aged and kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and kids .This it is trying to achieve through its promotion activities by making Amitabh Bacchan and Vivek Oberoi do the endorsement act. Amitabh has been projected as a user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in todays demanding lifestyle. Vivek, who represents an urban ambitious non-user with a mindset that Chyawanprash is not for him, meets his moment of truth when outperformed by a young Chyawanprash user, thus reaching out to kids. His final conversion from a non-user to a Chyawanprash user connects with the Youth. These two ads compliment each other and connect very well with the targeted consumers

POSITIONING "Andar se strong: Dabur chyawanprash has the tag line "Andar se strong By using a natural language instead of scientific language it is able to connect with the consumers and is able to achieve a better positioning in the minds of the Indian health conscious consumer. A category like Chyawanprash for instance needs to understand that in employing the category language it loses any chance of expressing its own benefit distinctively. Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through anti-oxidant property, improving lung function, fighting respiratory infections, & building resistance to disease. The brand conveys this health conscious holistic view of the product. Brand Trust: Over 100 years of Daburs experience in Ayurveda ensures selection, processing, and quality control of right herbs along with scientific and clinical studies makes DCP a trustworthy offering for consumers. Consumers view DCP as a product by a trusted brand and therefore do not need to think twice before making a purchasing decision.

MARKETING MIX OF DABUR CHYAWANPRASH

Dabur Chyawanprash is the market leader in the chyawanprash segment and has achieved this with its innovative product offering, pricing strategy, easy availability, and promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash. The mix shall be analyzed as followed: Product Price Place Promotion Product Product Variety Quality Design Features Brand Names Services Price List Price Discount Financing Schemes Credit Terms Promotion Advertising & Promotion Public Relations Sponsorships Internet Marketing Place Channels Location Inventory

PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development, clinical studies, and consumer awareness. The product is essentially a health supplement. Known as the elixir of life, Chyawanprash has (clinically) proven benefits in maintaining smooth body functioning. The principal ingredient Amla (Indian Gooseberry) acts as an anti-oxidant and immune-stimulant. Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through anti-oxidant property, improving lung function, fighting respiratory infections, & building resistance to disease. It is these properties that make Dabur Chyawanprash a preferred choice for its users. Ingredients of Dabur Chyawanprash

Vishwast Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several other herbs and herbal extracts.

Special Vishwast fortified with additional health beneficial herbs like Keshar, Akarkara etc.

Packaging:

n The figure above shows the evolution of the packaging of Dabur Chyawanprash. Dabur continuously innovates the packaging and branding of its chyawanprash. It launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded Chyawanprash in India. Later Dabur came out with its new packet of Chyawanprash with Amitabh Bachchan as their brand ambassador. It also received Brand Relaunch of the Year award from IMA. Available in: Dabur Chyawanprash is available in three sizes to cater to the needs of different types of people. 1. One kilogram pack 2. 500 gram pack 3. 250 gram pack

PRICE
The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses second degree price discrimination i.e. more the quantity, lower the price. 1kg 500gms 250gms Rs.195.00 Rs.110.00 Rs. 62.00

PRICE/QUALITY MATRIX Price Quality Luxury Segment High Ideal Penetration DABUR CHYAWANPRA SH For Premiere Offering High Middle Low

Overpriced Middle Make The Low Sale Run and

Average

Real Bargain

Unhappy Customers

Cheap Goods

PLACE
Dabur has a very wide distribution of its products through 1.6 million retail outlets and 50 C & F agents all over India who distribute products to the retailers. A distribution of C & F agents and manufacturing locations is given below.

Daburs distribution network extends beyond India in the following countries as well: Distribution Network

Central, North & South America Australia Asia Middle East North & South Africa East & West Europe

PROMOTION
The main form of promotional activities of Dabur chyawanprash is concentrated towards advertising and it has negligible sales promotional activities. Advertising Nothing can happen without establishing the brands heritage emphasizing technological prowess, explaining benefits and building bonds with prospective buyers. Ads are necessary because the images are still moldable and fluid and the consumers sophistication level is low. Dabur chyawanprash is advertised on print media as well as on television. The company has launched two ads, one each with Amitabh and Vivek, in national electronic media followed by a series of print media campaign directed towards creating awareness to educate people about the holistic benefits of Chyawanprash. The ads have been created by McCann Ericsson and the company would be spending close to Rs 10 crore in promotional campaign this year. The ads would also be translated in Bengali. These advertisements are supposed to target the old and the younger generation respectively The company has launched a new ad with M.S. Dhoni who is leader of Indian cricket team.

CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing. Packed Chyawanprash followed by Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several other herbs and herbal extracts. The consumers patriotic love for tea and coffee is uncalled. Chyawanprash is yet to establish their supplement use in the average household here in lies the great opportunities. Within the market, it is safe to conclude that dabur has hit off rather well with the masses. Dabur has clearly lost it head start advantage and thereby acquiring just 35% of the market share while others enjoy rest of the market share. This could be well attributed to dabur successful ATA (Availability, Taste, and Affordability) marketing module, the attributes most rated by the consumers. Lack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to promote Chyawanprash and vatika hair oil brand. The brands such as that of Chyawanprash by vednath, Chyawanprash with its sona cahndi, Minute- made and also US food giants Del Monte are ready to hit the Chyawanprash market very soon. As the strategies of the companies keeps on changing, be it in Chyawanprash industry, a company has to create perceptions and cover them into realities. It is an expensive proposition requiring huge expenditure on advertising, sponsorships, and media. Thus, the ideal company will be the one which combines the high end technology with consumer insight.

As 16% of the excise duty is exempted on food products in this budget, Many food companies including Dabur got benefited from it. On the analysis of survey it was found that target Market of Chyawanprash want quality benefit rather then Price benefit, so it is better to stress on quality rather than on decreasing price to increase sales and profit. To increase market share Dabur should give slight price benefit on Dabur brand so that customers of other Juice brand should switch from other brand to Dabur brand.

PERSONALITY THEORIES

PERSONALITY
Personality is defined as the distinctive patterns of behavior, including thoughts, and emotions, that characterize each individuals adaptation to the situations of his or her life. Personality" can be defined as a dynamic and organized set of characteristics possessed by a person that uniquely influences his or her cognitions, motivations, and behaviors in various situations. The word "personality" originates from the Latin persona, which means mask. Significantly, in the theatre of the ancient Latin-speaking world, the mask was not used as a plot device to disguise the identity of a character, but rather was a convention employed to represent or typify that character. Personality is also defined as "a unique set of traits and characteristics, relatively stable over time." Clearly, personality is unique insofar as each of us has our own personality, different from any other person's. The definition further suggests that personality does not change from day to day. Over the short-term, our personalities are relatively set or stable. However, definition does not suggest that personality is somehow rigid, unchangeable, and cast in concrete. Definition recognizes that, over a longer term, personality may change. To examine whether this change is indeed consistent with most peoples' reality, we ought to examine "where personality comes from"; what are the origins of personality?

THE ORIGINS OF PERSONALITY: THE NATURENURTURE DEBATE

For psychologists studying the development of personality, "nature vs. nurture" was a central debate. "Nature vs. nurture" suggests that biology (a person's genes) and society (the environment in which a person grows up) are competing developmental forces. In the past, the debate sought to find whether one may be more important than the other. Today

most psychologists would concede both nature and nurture are necessary for personality development. Both help to make us who we are.

Determinants of Personality
Several factors influence the shaping of our personality. Major among these are:1. Heredity, 2. Culture, 3. Family Background, 4. Our Experiences through Life, 5. And the People we interact with. There are some genetic factors that play a part in determining certain aspects of what we tend to become. Whether we are tall or short, experience good health or ill health, are quickly irritable or patient, are all characteristics which can, in many cases, be traced to heredity. How we learn to handle others' reactions to us (eg.our appearance) and the inherited traits can also influence how our personality is shaped.

Culture:
The culture and the values we are surrounded by significantly tend to shape our personal values and inclination. Thus, people born in different cultures tend to develop different types of personalities which in turn significantly influence their behaviors. India being a vast country with a rich diversity of cultural background provides a good study on this. For example, we have seen that people in Gujarat are more enterprising than people from other states, Punjabis are more diligent and hardworking, people from Bengal are more creative and with an intellectual bend and the likes.

Family Background:
The socio-economic status of the family, the number of children in the family and birth order, and the background and education of the parents and extended members of the family such as uncles and aunts, influence the shaping of personality to a considerable extent.

First-borns usually have different experiences, during childhood than those born later; Members in the family mould the character of all children, almost from birth, in several ways -by expressing and expecting their children to conform to their own values, through role modeling, and through various reinforcement strategies such as rewards and punishments which are judiciously dispensed. Think of how your own personality has been shaped by your family background and parental or sibling influences.

Experiences in Life:
Whether one trusts or mistrusts others, is miserly or generous, have a high or low self esteem and the like, is at least partially related to the past experiences the individual has had. Imagine if someone came to you and pleaded with you to lend him Rs. 100 which he promised to return in a week's time, and you gave it to him even though it was the last note you had in your pocket to cover the expenses for the rest of that month. Suppose that the individual never again showed his face to you and you have not been able to get hold of him for the past three months. Suppose also that three such incidents happened to you with three different individuals in the past few months. What is the probability that you would trust another person who comes and asks you for a loan tomorrow? Rather low, one would think. Thus, certain personality characteristics are molded by frequently occurring positive or negative experiences in life.

People We Interact With

"A Person is known by the company he or she keeps" is a common adage. The implication is that people persuade each other and tends to associate with members who are more like them in their attitudes and values. Beginning childhood, the people we interact with influence us. Primarily our, parents and siblings, then our teachers and class mates, later our friends and colleagues, and so on. The influence of these various individuals and groups shapes our personality. For Instance, if we are to be accepted as members of our work group, we have to conform to the values of that group which mayor may not always be palatable to us; if we don't, we will not be treated as valued members of the group. Our desire to be a part of the group and belong to it as its member will

compel many of us to change certain aspects of our personality (for instance, we may have to become less aggressive, more cooperative, etc.). Thus, our personality becomes shaped throughout our lives by at least some of the people and groups we interact with.

In summary, our personality is a function of both heredity and other external factors that shape it. It is important to know what specific personality predispositions influence work behaviors.

Personality Theories
In the context of application to marketing, four distinctive properties of personality appear to be of central importance.

Personality has four essential characteristics

Behavior must show consistency over time. Behavior should distinguish the person from others. Personality characteristics are not rigidly connected to specific types of behavior. Personality variables often moderate the effects of other variables on behavior.

There are many personality theories. The differences between these personality theories mainly focus on the definition of which personality characteristics are the most important. Marketers have mainly focused on four theories of personality, which greatly vary in their approach to measuring personality. The psychoanalytic and social theories of personality adopt a qualitative approach to evaluating personality variable. Trait theory is the most quantitative in its approach and self-concept theory takes a position somewhere in between the two approaches in its orientation.

1. 2. 3. 4.

Psychoanalytic theory Neo-Freudian theory Cad theory Trait theory

Psychoanalytic Theory
Freud proposed that every individual's personality is the product of a struggle among three interacting forces: the id, the ego, and the superego. According to this theory, these three systems are fully developed and are in a state of balance in a normal healthy person. However, when one or more of these systems is underdeveloped then the internal balance is disturbed. This disturbance leads to maladjustment and dissatisfaction with the self and the world in general. According to Freud, the id is the source of strong, inborn, basic, instinctive drives and urges which are at the heart of a consumer's motivation and personality. The function of the id is discharge tension and it frequently does this by demanding instant gratification, even at the cost of violating the norms of society. The id therefore operates on what is called the pleasure principle. Psychologically, the id is the source of all desires and wishes that exist in the form of unconscious images and fantasies. Since all tensions are not immediately satisfied, the human being encounters frustration. For example, when an individual is hot and thirsty, the id will urge him or her to grab something cold to drink.

Personality and Self-concept

Since it operates on a very subjective level, the id is not capable of dealing with objective reality. The ego comes into being because of the limitations of the id in dealing with

reality and operates, therefore, on what is called the reality principle. It seeks to achieve the pleasurable demands of the id in as realistic a way as possible. Since many of the id's demands may be unrealistic, the ego develops ways to postpone, deflect, or substitute feasible alternatives to satisfy the id. To take a simple example, let us assume that an individual sees an attractive object in a shop window and wants it immediately. The ego recognizes the consequences such as the financial constraints, a need for the product, and accordingly restrains activity. It thus helps to develop cognition and controls impulsive behaviour. Thus, while the id engages in daydreams and fantasy, which exist as pleasurable imaginations, the ego can distinguish between these and reality. The superego strives for perfection. It develops through the reinforcement of approved behavior patterns and results from the internalization of societal and parental standards of what is good and bad. The superego is, therefore, the individual's moral code and helps in striving for perfection. Its primary purpose is, accordingly, to restrain aggressive impulses of the id rather than seek to postpone them, as does the ego. It is believed that the id and superego operate to create to unconscious motives for purchasing certain products. Although these motives would be extremely hard to determine, they might be central to explaining certain purchasing behaviors.

Applications of Psychoanalytic Theory

Psychoanalytic theory has been used occasionally by marketers as a basis for influencing consumers. According to psychoanalytic theory, consumers are seen as having conflicting desires as they are confronted with products to gratify wants. According to Freudian theory, anxiety is a key concept emerging out of this conflict system. One application, therefore, is for consumers to minimize the anxiety arising out of this conflict system by appealing to their tendencies of fantasizing, wish fulfillment, aggressive impulses and the need to escape from life's pressures.

Marketers therefore use flights of fantasy to propel people to buy products. Thus, hedonism is an appeal to the pleasure principle and, this approach underlies many of the products designed for an affluent society.

Neo-Freudian Theory
The Neo-Freudian psychiatrists and psychologists were a group of loosely linked American theorists of the mid-twentieth century, who were all influenced by Sigmund Freud, but who extended his theories, often in social or cultural directions. They have been defined as 'American writers who attempted to restate Freudian theory in sociological terms and to eliminate its connections with biology'. There are a few different reasons why these neo-Freudian thinkers disagreed with Freud. For example, Erik Erikson believed that Freud was incorrect to believe that personality is shaped almost entirely by childhood events. Other issues that motivated neo-Freudian thinkers included: 1. Freud's emphasis on sexual urges as a primary motivator 2. Freud's negative view of human nature 3. Freud's belief that personality is entirely shaped by early childhood experiences 4. Freud's lack of emphasis on social and cultural influences on behavior and personality While the neo-Freudian may have been influenced by Freud, they developed their own unique theories and perspectives on human development, personality, and behavior. An interest in the social approach to psychodynamics was the major theme linking the socalled Neo-Freudians. Adler had perhaps been 'the first to explore and develop a comprehensive social theory of the psychodynamic self'; and 'after Adler's death, some of his views...came to exert considerable influence on neo-Freudian theory': indeed, it has been suggested of 'Horney and Sullivan...that these theorists could be more accurately described as "neo-Adlerians" than "neo-Freudians"'.

As early as 1932, however, Fromm had been independently regretting that psychoanalysts 'did not concern themselves with the variety of life experience...and therefore did not try to explain psychic structure as determined by social structure'. Horney too 'emphasized the role culture exerts in the development of personality and downplayed the classical driven features outlined by Freud'. Erikson for his part stressed that 'psychoanalysis today is...shifting its emphasis...to the study of the ego's roots in social organization', and that its method should be 'what H. S. Sullivan called "participant", and systematically so'.

Harald Schultz-Hencke (18921953), doctor and psychotherapist, was busy thoroughly with questions like impulse and inhibition and with the therapy of psychoses as well as the interpretation of dreams. He was against the libido Freudian theory and also working with Prof. Matthias Gring in he's institut (Deutsches Institut fr psychologist Forschung und Psychotherapie). He created the name "neopsychoanalyse" in 1945. The 'Neo-Freudian revolt against the orthodox theory of instincts' was thus anchored in a sense of what Sullivan termed '"our incredibly culture-ridden life"'. By their writings, and 'in accessible prose, Fromm, Horney, and others mounted a cultural and social critique which became almost conventional wisdom'. Through informal and more formal institutional links, such as the William Alanson White Institute, as well as through likeness of ideas, the Neo-Freudians made up a cohesively distinctive and influential psychodynamic movement. Carl Jung believed that an individuals culture created an accumulation of shared memories from the past such as caring and nurturing female, heroes and old wise men. He called these shared memories as archetypes. It is not unusual to see such archetypes in advertisements that strive to take advantage of positive shared meanings in a particular culture. For instance, a large number of ads show caring mother, devoted housewives, heroes with macho image, rishis, and wise grandmother etc.

Jung identified a number of personality types, such as:-

1.

Sensing Thinking. Sensing Feeling. Intuiting Thinking.

2.
3.

4.

Intuiting Feeling.

Cad Theory
Based on Karen Horneys work, Joel B. Cohen identified ten major needs that individuals acquire as a result of striving to find solutions to their problems in developing personality and dealing with others in society. Based on these ten needs, she classified three major approaches individuals adopt for coping with anxiety: Compliant, Aggressive, and Detached (CAD).
1.

Compliant individuals are those who move towards people and stress the need for

love, affection, approval, and modesty. Such individuals exhibit empathy, humility, and are unselfish.
2.

Aggressive individuals are those who move against people and emphasize the need

for power, admiration, strength, and the ability to manipulate others.

3.

Detached individuals are those who move away from others and desire

independence, freedom from obligations and self-reliance. They do not develop strong emotional ties with others.

Joel B. Cohen measured CAD using 35-item inventory and found some tentative relationships between CAD types and product/brand usage. Compliant individuals seemed to prefer known brands and use more mouthwash and toilet soaps; aggressive types used more cologne and after-shave lotion and preferred to use Van Heusen shirts and Old Spice deodorant (because of its masculine appeal?); and detached types seemed to have least awareness of brands, drank more tea. Mark Salama, Terrel

Williams, and Armen Tashchian have reported that the detached personality type seems to have low involvement in purchasing than compliant or aggressive types.

Trait Theory
The traditional approach of understanding personality was to identify and describe personality in terms of traits. In other words, it viewed personality as revolving around attempts to identify and label permanent characteristics that describe an individual's behavior. Popular characteristics or traits include shyness, aggressiveness, submissiveness, laziness, ambition, loyalty, and timidity. This distinctiveness, when they are exhibited in a large number of situations, are called personality traits. The more consistent the characteristic and the more frequently it occurs in diverse situations, the more important that trait is in describing the individual.

Early Search for Primary Traits

Efforts to isolate traits have been stuck because there are so many of them. In one study, as many as 17,953 individual traits were identified. It is virtually impossible to predict behavior when such a large number of traits must be taken into account. As a result, attention has been directed toward reducing these thousands to a more manageable number. One researcher isolated 171 traits but concluded that they were superficial and lacking in descriptive power. What he sought was a reduced set of traits that would identify underlying patterns. The result was the identification of 16 personality factors by Cattell, which he called the source, or primary, traits. These 16 traits have been found to be generally steady and constant sources of behavior, allowing prediction of an individual's behavior in specific situations by weighing the characteristics for their situational relevance. Based on the answers individual gave they have been classified as n the basis of the answers individuals give to the test, they are classified as: 1 2 3 4 1. Extroverted Or Introverted (E Or I), 2. Sensing Or Intuitive (S Or N), 3. Thinking Or Feeling (T Or F), And 4. Perceiving Or Judging (P Or J).

These classifications are then combined into 16 personality types.

Cattell's 16 Personality Factor Model

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Reserved Less intelligent Vs. Vs. Outgoing More intelligent Emotionally stable Dominant Happy-go-lucky Conscientious Venturesome Sensitive Suspicious Imaginative Shrewd Apprehensive Experimenting Self sufficient Controlled Tense

Affected by feelings Vs. Submissive Serious Expedient Timid Tough minded Trusting Practical Forthright Self assured Conservative Group dependent Uncontrolled Relaxed Vs. Vs. Vs. Vs. Vs. Vs. Vs. Vs. Vs. Vs. Vs. Vs. Vs.

WHAT PERSONALITY THEORY DOES THE MARKETER USES IN ORDER TO TARGET THE CUSTOMER?
DABUR FOODS
Real Real Activ Hommade Lemoneez Capsico

They are focusing on id part of psychoanalytical theory of Freuds, though the decision is made by ego part as its the rational decision to buy these products. They are targeting the working men and women, and kids. Real juices are expensive and are the new trend in the market as people are getting health conscious nowadays. Fitter and attractive men and women are shown in their advertisements, their latest were actress Bipasha Basu and model Muzammil Ibrahim. This creates the id part among the opposite sex and they want to do same as them. But as Real juices are really good for their health and are a better alternative compared to the soft drinks, so the decision to buy would be more of the ego part of the personality. Same is the case with all the products in the Dabur Foods. Hommade and Lemoneez for example is a great help for working women and being a dabur product the quality of these products can not be questioned.

Health Care
Baby Care
Dabur Lal Tail Dabur Baby Olive Oil Dabur Janma Ghunti

Marketing of all these baby care products works on- sensing-thinking personality. A caring mother is always shown in their ads. As their target customer are the mothers and the company knows that their decisions would be objective and rational when they buy these products. And as dabur is known as an ayurvedic and a natural product and

amongst the best quality in the market, it becomes the preferred choice and thats what they target in their ads. They cant compromise on the quality and its not that expensive also.

Health Supplements
Dabur Chyawanprash Dabur Glucose D Both these products are different from each other, in terms of price and as they are targeted in the market. Dabur chyawanprash is an expensive product and is meant for urban and metro family. It targets from a kid in a family to his/her parents and grand parents. According to CAD theory of personality their strategy would be compliant as every household in India whether rural or urban or metro knows that dabur chyawanprash is a complete ayurvedic product and daily intake of it will build the immune system better. So its buying is influenced most of the time because everyone thinks its good so it will be good. Also the Sensing- thinking personality of Carl Jung would apply here as again a caring mother or caring parent is shown in these ads. Dabur Glucose D is not an expensive product and usually targets kids, working men and women as they can be refill with energy by drinking glucose D. Again Sensing- thinking personality of Carl Jung would apply here as caring mothers are shown and they would make rational decisions.

Digestives
Hajmola Yumstick Hajmola Mast Masala Anardana Hajmola Hajmola Candy Hajmola Candy Fun2 Pudin Hara (Liquid and Pearls) Pudin Hara G Dabur Hingoli Few of them are taken as medicines when there is acidity like pudin hara and dabur hingoli while others are taken mostly after the breakfast, lunch, or dinner so it can help in digestion like hajmola in tablets or candy. But hajmola because of its tangy sweet taste its sometime targeted as a fun candy also. These are not the product to fantasize for or the product you think a lot before buying. You buy it when you really need it or daily

intake of hajmola so to avoid acidity related problems and also because it tastes good. Compliant personality of CAD theory can be applied here as sometimes we buy hajmola when we watch some other person buying it.

Natural Cures
Shilajit Gold Nature Care Sat Isabgol Shilajit Ring Ring Itch Care Backaid Shankha Pushpi Dabur Balm Sarbyna Strong

Marketing of Shilajit Gold focuses on fantasies. The id part of psychoanalytical theory works in here and it is on the basis of which the buying is done. There is a sexual anxiety created by the way the ad is presented.

Personal Care
Hair Care Oil Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla Hair Care Shampoo Anmol Silky Black Shampoo Vatika Henna Conditioning Shampoo Vatika Antidandruff Shampoo Anmol Natural Shine Shampoo The celebrities they have used in the hair oil ads are actress Rani Mukherjee and Karishma Kapoor and for the shampoo ads is Riya Sen. The focus of marketers in the hair oil ads is how smooth and shiny one hairs become by the usage of the product but

also how it helps to attract the opposite sex with beautiful long hairs. So there is a id factor involve of psychoanalytical theory. Whereas in the shampoo ad, Riya Sen is shown and the message conveyed is if you dont have the time for oiling your hair just use the shampoo as it carry all the vital ingredients for the nourishment of the hairs. This would come in the aggressive part of CAD theory as its a thing which is opposite to what other people usually do.

Oral Care
Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan Dabur Promise Dabur Meswak Dabur Lal Dant Manjan, Babool, and Dabur Meswak are a big hit in the rural, and semi urban India. Because of these products dabur is the 3rd market leader in the oral care industry. And its growth rate is increasing at a rapid rate if compared to the other market leaders (Colgate and HUL). And for urban and metro market they are targeting Dabur Promise as they have given it a look of a premium product. So the strategies for both these segments differ from each other. So the products like Babool, Dabur Lal Dant Manjan, and Meswak are applying the compliant part of CAD theory as they show in their ads that their products are highly natural and are made from the ingredients which are being followed from centuries in India. Also the Sensing thinking of Carl Jungs personality theory can be applied as they sometime show an old man sharing the experience and benefits of using the product.

BIBLIOGRAPHY
Web Links
http://www.dabur.com/Products-Health%20Care-Meswak http://www.dabur.com/About%20Dabur http://www.youtube.com/watch?v=ZMimiX3XoEk&feature=related http://www.youtube.com/watch?v=TVQgLQtd2RQ&feature=related http://www.youtube.com/watch?v=l9m1ZIhx0PQ http://www.dabur.com/Products-Health%20Care http://www.dabur.com/Products-Consumer%20Health%20%28OTC%29-Shilajit%20Gold http://en.wikipedia.org/wiki/Dabur http://www.reportjunction.com/Reports/Dabur-India-Ltd-D0006.htm http://www.dabur.com/en/Investors1/Annual_reports/2008-09/ConsoFinanState.pdf http://www.oppapers.com/subjects/marketing-mix-in-dabur-page1.html http://www.financialexpress.com/news/hul-dabur-sizzle-up-oralcare-market/493690/

Book
Consumer Behaviour by SHH Kazimi.