A

Project Report

On

“A STUDY ON CONSUMER’S BEHAVIOUR TOWARDS DABUR AND

ITS PRODUCTS”

Submitted to:

As a Partial Fulfillment of the Requirement for the Award of Bachelor of Business

Administration Programme BBA (Class of 2019-2022)

Under the Guidance& Supervision

Of

Prof /Dr Surekha Thakur

Faculty Guide
AGBS Hyderabad

Summer Assignment Project

Submitted by:

Student Name- Sourabh Gangam

Enrollment No- A30606419233

AMITY GLOBAL BUSINESS SCHOOL

HYDERABAD
 AMITY GLOBAL BUSINESS SCHOOL
HYDERABAD

COLLEGE CERTIFICATE

This is to certify that Mr. Sourabh Gangam student of BBA Semester 4 Class of 2019-2021
has completed the Summer Assignment Project titled “A STUDY ON CONSUMER’S
BEHAVIOUR TOWARDS DABUR AND ITS PRODUCTS” under my guidance has
worked sincerely for the partial fulfillment of Bachelor of Business Administration for the
year 2019 to 2021 to the best of my knowledge and wish him success for the future
endeavors.

Prof/Dr Surekha Thakur

AGBS Hyderabad

Date:
Place: Hyderabad
 AMITY GLOBAL BUSINESS SCHOOL
HYDERABAD

DECLARATION

I Sourabh Gangam Student of Amity Global Business School, Hyderabad hereby declare that
the Project titled “A STUDY ON CONSUMER’S BEHAVIOUR TOWARDS DABUR
AND ITS PRODUCTS” is the record of authentic work done by me for submission of the
Summer Assignment Project as a partial fulfillment and has not been submitted in any other
university or Institute for the award of any other Degree.

An attempt has been made by me to provide all relevant and important details regarding the
topic to support the theoretical aspect and practical evidence related to the topic.

Name &Signature of the student with enrollment Number

Date:-

Hyderabad
 Acknowledgment

My heartfelt sincere Thanks to Dr P.Prasada Rao, Director General, Amity Global Business
School Hyderabad for giving me this opportunity for doing my project in Dabur.

My sincere & grateful thanks to my Faculty Guide Prof/Dr Surekha Thakur for guiding me
throughout my Project.
My sincere thanks to my Family members who stood by me motivating me to complete my
project successfully.

Name & Signature of the student with enrollment Number

Date:-

Hyderabad
 INTRODUCTION AND COMPANY PROFILE

Dabur India Ltd is one of the leading FMCG (Fast Moving consumer Goods) firms in India.

The corporate is additionally a world leader in Ayurveda with a portfolio of over 250

Herbal/Ayurvedic product. They operate in key customer product classes like Skin care,

Home care, Hair Care, Oral Care, Health Care and Foods.

The company’s FMCG portfolio includes 5 flagship brands with distinct brand identities,

Dabur as the master brand for natural health care product, Vatika for premium care, Hajmola

for digestives, Real for fruit juices and beverages and Fem for fairness bleaches and skin care

product. The corporate operates through 3 business units, specifically international business

division (IBD), consumer care division (CCD), and consumer health division (CHD). Their

CCD business is split into four key portfolios: healthcare, personal care, home care and

foods. Their CHD business offers a variety of health care product. Their IBD business

includes brands, like Dabur Amla and Vatika. the corporate has twenty progressive

manufacturing facilities unfold across the world. Of these, twelve production facilities are

settled in India and eight abroad.

The company encompasses a wide distribution network, covering six million stores with a

high penetration in each urban and rural markets. Their product even have an enormous

presence within the overseas markets and are offered in over a hundred and twenty countries

across the world. Their brands are extremely common within the Middle East, SAARC

countries, Africa, US, Europe and Russia. Dabur’s overseas revenue accounts for over half-

hour of the overall turnover.

Dabur was founded by Dr. S.K Burman within the year 1884 that primarily manufactured

only ayurvedic drugs and natural consumer product. Dabur India Ltd was incorporated on
September sixteen, 1975 for manufacture of best edible & industrial guar gum powder and its

refined derivatives. within the year 1978, the corporate launched Hajmola pill, associate

Ayurvedic drugs used as a organic process aid. in the year 1979, they set Dabur research

Foundation. within the year 1986, the corporate was converted into a public company. in the

year 1988, they launched the pharmaceutical medicines. in the year 1992, they launched a

replacement a brand new of coconut oil beneath the brand Anmol.

The company entered into a venture agreement with Gulden horst BV Netherland to create a

corporation for manufacture and selling of all sorts of chewing gum, bubble gum, toffees,

chocolate, cocoa related product and sugar based spreading creams etc. in the year 1994, the

corporate entered into capital market with their public issue. Also, they entered into medicine

section during the year. within the year 1996, the corporate entered into foods business with

the launch of Real beverage. In 1997, the corporate created a replacement producing unit with

a high degree of automation at Baddi (H.P.) to provide company’s well-known brands,

specifically Chyawanprash and Ayurvedic Oils. within the year 1998, Burman family handed

over management of the company to professionals.

In the year 2001, the corporate entered into the extremely specialised space of cancer medical

aid. in the year 2003, the corporate demerged their prescription drugs business from the

FMCG business into a separate company as a part of plans to produce bigger focus to both

the companies. With this, the corporate currently for the most part contains of the FMCG

business that embody personal care product, healthcare product and Ayurvedic Specialties,

whereas the pharmaceuticals business would come with medical aid, medicine formulations

and Bulk medicine.

During the year 2009-10, the corporate acquired 200th of the equity share capital of Fem

Care company limited (FEM) from the public shareholders, additionally to the controlling
stake of seventy-two. 15% acquired from their existing promoters thereby increasing the

overall dominant stake to ninety-two.15%. Also, as per the scheme of amalgamation, Fem

Care pharma Ltd was amalgamated with the corporate with result from April 1, 2009. During

the year 2010-11, the corporate acquired Turkey’s leading personal care product maker “Hobi

Kozmetik Group” for USD sixty-nine million. In Jan 2011, they acquired 100 percent equity

in Namaste Laboratories LLC of the United States, a number one ethnic hair care cluster

primarily based in Chicago with operations in America, Europe and Africa for USD one

hundred million.

In 2013, Dabur enters yogurt Drink market with brand “Real Activ”. The corporate

additionally enters prepacked coconut water market with “Real Activ”. On 12 October 2015,

Dabur India proclaimed its entry into the jasmine hair oil class with the launch of Vatika

jasmine Non-Sticky Coconut hair oil.

On 14 March 2017, Dabur India Ltd. announced the launch of first-ever Mobile Honey-

Testing science laboratory in India. This distinctive on-the-go research lab has been designed

specially to examine raw Honey at source to scale back adulteration in honey and make sure

that purity is maintained.

On 26 September 2017, Dabur India proclaimed its alliance with Amazon to take its product

global. Dabur’s collaboration with Amazon will facilitate it expand and increase its product

penetration into the United States market. underneath this collaboration, Amazon will help

Dabur take around thirty products from its popular range like Vatika hair oil, Chyawanprash,

Meswak toothpaste, Red toothpaste, to name some, to customers in the United States.
 REVIEW OF LITERATURE

 A.Sudhakar and T.Suchitra rani (2012) conducted a study and from the study it had

been found that family influences purchase call of various classes of beauty soaps,

fairness creams, shampoo, henna, toiletries and kajal brands. However, friends were

found to be the most influencing social factors in purchase of face wash, eye liner and

nail paint brand.

 Prialatha, P.Mathi, K.Malar (2015) conducted a study within the Coimbatore district..

The study intends to spot the extent of influence of varied factors on the purchase of

Dabur aid product by rural shoppers. The study shows that rural consumers offer

additional importance to the 'quality' of the personal care brands they get.

 Jai Singh Parmar (2007) directed a study on understanding the demographic factors

that impact the utilization of beauty care products specifically age, occupation and

income in the town. It was additionally discovered that brand exchanging was normal

among cosmetic consumers, particularly when their regular brand was not available.

The investigation likewise showed that consumers favoured either homemade or

herbal products instead of artificial cosmetics.

 Urvashi Makkar etal (2007) saw that the expanding size of the working-class

population in India, addressing a development of income, has led to an increment in

the demand for cosmetic products. The consumers have a solid positive attitude

towards herbal products and these buyers are more likely to buy high priced items.

 India has a very long, safe and constant tradition of many herbal drugs in the

authoritatively standard alternative systems of health viz. Ayurveda, Yoga, Unani,

Siddha, Homeopathy and Naturopathy. These systems have fairly existed next to
 Allopathy and are not in ‘the domain of obscurity’, as stated by Venkat Subramanian

(2011).

 According to the joint market research of Confederation of Indian Industry (CII) and

PricewaterhouseCoopers (PwC), the Indian Ayurveda market is good to go to enrol

16%. development (CAGR) till 2025. As of now, the size of the homegrown market is

INR 30,000 Cr ($ 4.4 billion), and Ayurveda's market entrance is expanding in both

rural and metropolitan regions. The report likewise says that 77% of Indian families

are utilizing Ayurvedic items as against 69% in 2015.

 Mentality and fulfilment in a Conventional Food Items is a similar assessment as the

creator; Sanzo M.J. (2003) say that: The point of this work was to break down the

connections between three sorts of factors: shopper disposition towards a

nonexclusive item – honey; the apparent nature of the particular brand devoured; and

the fulfilment with this brand. The paper first tests the impacts the diverse perceived

quality dimensions exercise on fulfilment. Second, the paper continues to the impact

of attitudes, from one viewpoint, on the distinctive quality dimensions and, on the

other hand, on the impacts of such dimensions on fulfilment.

 Nectar Gives Anti-infection benefits and a Low Glycaemic Sugar; by Melanie G.

(2011) say that: honey gives a natural sugar that can be utilized in place of sugar.

Honey is an entire food that comes from plant nectar and does not raise blood sugar as

other basic sugars do. Nectar additionally contains an assortment of minerals and

nutrients, furthermore, has a long history as a mending food. Honey has been utilized

as a antibiotic, antimicrobial and antiseptic.

 Thomas S.Robertson, Jehoshua Eliashberg and Talia Rymon, (1995), new product

announcement Signals and incumbent reactions, the authors target npa Signals. They

develop a collection of relating to incumbent’s reactions to npa signal is and check

 them during a field study among managers within the United States and the UK. The

authors’ findings offer an amortization of the factors affecting the probability of

competitive response to npa signals and agency a group of managerial implications.

 Pwter Trim, [2008], a new product launch strategy (NPLS) model for pharmaceutical

corporations, department of management, the aim of this paper is to form explicit

positioned within the industry as sustainable competitive advantage being achieved-

numerous rules and cultural trial as religion.

 Presently because of increase in literacy and health consciousness of individuals,

pharmaceutical companies feel the necessity to approach an oversized class of

individuals to tell them regarding their products and to earn a lot of profits. within the

Indian population, advertisers will reach their audiences through tv, radio, print

media, outdoor advertising, sales promotion and also the web (Parakh 2006).

 Nowadays, individuals have straightforward and quick access to health data together

with healthcare product on digital platform and that most of 6,000 adults typically

went online before consulting with their doctor (Auton ,2009).

 Studies discovered that the reliable supply for buying herbal product was from

doctors, family members and mass media like Print, tv and web. Many Ayurvedic

firms in India manufacture pharmaceutical merchandise, nutraceuticals and

additionally FMCG like soaps, shampoos, toothpaste, toothpowder using traditional

herbal ingredients and promote these merchandises in various channels like

magazines, Radio, tv and Digital media (Vaijayanthi et al., 2012).

 Developments in Ayurveda throughout the past 2 centuries through organized

production of medication, institutionalization of education and professionalisation of

clinical practice have usually been parallel to, or a response to developments in

biomedicine in India. Manufacturing in Ayurveda has passed from tiny scale

 physician outlet to cottage industry and later to the industrial scale, rising as a

competitor different to the biopharmaceutical market (Varier 2011 and Bhattacharya,

2017).

 There are some challenges and opportunities within the application of herbal

medication. The various adverse drug reactions of herbal medication carry with them

specific risk factors which might lead to enhanced vulnerability to human health

difficulties. In recognition of the increasing possibilities of buying medicative

merchandise on the street or online worldwide, improvement measures are required to

better inform individuals regarding the potency and vulnerabilities of purchasing

medicines (Shetti ,2011).

 RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

 Study the four P’s of marketing mix in relation to Dabur.

 Analyse the marketing strategies and techniques of Dabur.

 Analyse consumer’s behaviour and awareness towards Dabur’s products.

NATURE OF RESEARCH

The type or nature of research that I have used in the project is Descriptive research.

Descriptive research is a research methodology that allows a researcher to know more

about the buying or purchasing behaviour of the consumer and focusses more on what

the consumer wants to purchase rather than why he/she wants to purchase.

Descriptive research is a quantitative research method that requires various statistical

tools such as bar graphs and pie charts to draw conclusions and make analysis.

Characteristics of a Descriptive research –

 Quantitative in nature which makes it easier to analyse data.

 The nature or the behaviour of the consumers is not in the hands of the

researcher and hence uncontrollable thereby making the research bias

free.
  Different sections of the same group are studied hence it is a cross

sectional study.

SAMPLING DESIGN

I have use Simple random sampling method in my study. Simple random sampling is

a sampling technique where every person in a population has a likely chance of being

selected in the sample. Here the selection of people is completely dependent on luck

and probability and therefore this sampling technique is also called a method of

chances. Simple random sampling is the easiest to understand and simple to

comprehend when compared to other types of sampling methods. But this method of

sampling is complex and difficult to implement practically as it is not easy to

accumulate a large sample size and can sometimes be a challenge for finding a

realistic sampling frame.

DATA COLLECTION METHODS AND TOOLS

Primary Data Collection

Primary data is the collection of first-hand information which enhances the

researcher to identify the key elements from direct sources. Primary data

research plays an important role for attainment of collection of information for

this research as this data has been collected with the help of a questionnaire.

This questionnaire helps us to analyse the consumer’s awareness and

behaviour towards Dabur and its products.

Some details of my primary data collection:

 Method of data collection: Sampling method through a Questionnaire

 Sample Unit: Sample denotes only a part of the universe, which is

studied, and conclusions are drawn on the basis for the entire universe.

 Size of Sample: A total of 53 consumers were selected to fill in the

Questionnaire.

Secondary Data Collection

Secondary data is a type of data that is used by the researcher though he is not

the collector of the data rather he is just the user of the data. Common sources

of secondary data include information collected by the government

departments, records of various organizations, census and data collected for

other research purposes. Secondary data saves a lot of time and money for the

researcher that would otherwise be spent collecting primary data. Absence of

secondary data will lead to huge costs and time making research unfeasible the

for the researcher.

Secondary data collection methods used in this project:

 News reports

 Official publications by Dabur

 Online research
DATA ANALYSIS TECHNIQUES

A. Qualitative Analysis:

Content analysis technique of the qualitative analysis have been used in this

project in order to analyse various published materials by Dabur and its

subsidiaries. Content analysis is the most commonly used qualitative analysis

technique in order to analyse various documented information in the form of

media, text etc.

B. Quantitative Analysis

Statistical analysis technique of quantitative analysis has been used in this

project extensively, with the help of pie charts. Statistical analysis is defined

as the science of collecting and presenting large amounts of complex data to

uncover patterns and trends in the behaviour of the consumer.

DATA ANALYSIS AND INTERPRETATION

Questionnaire

Consumer awareness and behaviour towards Dabur and its products

1) Do you like ayurvedic and herbal products?

o Yes

o No

o Not sure

2) Are you aware about the brand "Dabur"?

o Yes

o No

o Not sure

3) Do you know that Dabur manufactures ayurvedic and herbal products?

o Yes

o No

o Not sure

4) Do you use any of the Dabur's products?

o Yes

o No

o Not sure
5) Do you know that "Fem care Pharma", which is known for its skin care products

and cosmetics, is owned by Dabur?

o Yes

o No

o Not sure

6) Do you use any of the following toothpastes: 1) Dabur Red paste 2) Meswak

Toothpaste?

o Yes

o No

o Not sure

7) Are you aware about Dabur Chyawanprash?

o Yes

o No

o Not sure

8) Did you know that Hajmola is one of the products of Dabur?

o Yes

o No

o Not sure

9) Do you use Dabur Honey?

o Yes

o No

o Not sure
10) Do you believe Dabur Honey is pure and not adulterated?

o Yes

o No

o Not sure

11) Do you feel safe to buy the products of Dabur?

o Yes

o No

o Not sure

12) Which of the following juice brand would you prefer to have?

o Tropicana

o Real

o B-Natural

o Paper Boat

o Minute Maid

o 24 Mantra

13) Which of the following shampoo would you prefer to use?

o Vatika

o Head and Shoulders

o Garnier

o Dove

o Sunsilk
 o Himalaya

14) Which of the following hair oils would you prefer to use?

o Emami Navaratna Hair oil

o Kesh King Hair oil

o Parachute coconut Hair oil

o Dabur Almond Hair oil

o Patanjali Kesh Kanti Hair oil

o Himalaya Hair oil

Analysis of the Questionnaire

Question: 1

Figure 1

YES = 49 (86%)

NO = 6 (10.5%)

NOT SURE = 2 (3.5%)

Analysis:

According to the above figures we can conclude that most of the people in our society

like ayurvedic and herbal products as well as like to use them.

This is a very big boon to all the companies manufacturing ayurvedic and herbal

products such as Dabur. Dabur has a very good chance of capturing the market in the

future in the FMCG segment.

Question: 2

Figure 2

YES = 54 (94.7%)

NO = 2 (1.8%)

NOT SURE = 1 (3.5%)

Analysis:

94.7% of the people are aware of the brand Dabur. That constitutes to 54 members

according to the survey. This shows that Dabur has positioned its brand in a

wonderful way in the market and also it has got an advantage.

Question: 3

Figure 3

YES = 47 (82.5%)

NO = 4 (7%)

NOT SURE = 6 (10.5%)

Analysis:

82.5% of the people in the sample size know that Dabur manufactures ayurvedic and

herbal products. 10.5% are not sure and 7% of the people don’t know that Dabur

manufactures ayurvedic and herbal products. Dabur can put a little more effort to

make sure that consumers are aware about this.

Question: 4

Figure 4

YES = 45 (78.9%)

NO = 11 (19.3%)

NOT SURE = 1 (1.8%)

Analysis:

78.9% of the people use Dabur’s products. This shows that Dabur’s products are very

much integrated into the market and also have a great scope in the future. Dabur may

undertake various other strategies to grab more market share.

Question: 5

Figure 5

YES = 10 (17.5%)

NO = 39 (68.4%)

NOT SURE = 8 (14%)

Analysis:

According to the above collected data most of the consumers don’t know that Fem

Care Pharma is owned by Dabur. Also in the BCG matrix we got to know that Fem

Care Pharma, which comes under personal care products, was placed in Question

mark quadrant. Therefore Dabur has to focus in its personal products segment and

make the consumers aware about its product.

Question: 6

Figure 6

YES = 31 (54.4)

NO = 24 (42.1%)

NOT SURE = 2 (3.5%)

Analysis:

According to the above collected data we can conclude that Dabur has a 54.4% of

market share in the toothpaste segment. We can say that Dabur has a good hold on its

toothpaste segment with only two kinds of toothpastes on its line i.e. red toothpaste

and Meswak toothpaste.

Question: 7

Figure 7

YES = 48 (84.2%)

NO = 7 (12.3%)

NOT SURE = 2 (3.5%)

Analysis:

We can see that most of the people are aware about Dabur Chyawanprash. This

product of Dabur has a very high level of integration into the market and also has a

very good market share. But since the growth of the market share is very slow Dabur

has to focus on selling it how much ever possible and take the profits in the present.
Question: 8

Figure 8

YES = 35 (61.4%)

NO = 18 (31.6%)

NOT SURE = 4 (7%)

Analysis:

Though Hajmola digestive tablets are well integrated into the market some people are

not aware that Hajmola is a product of Dabur.

Question: 9

Figure 9

YES = 42 (73.7%)

NO = 12 (21.1%)

NOT SURE = 3 (5.3%)

Analysis:

Most of the people are using Dabur Honey which shows that this product is well

integrated into the market. Also, it shows that Dabur has a good amount of market

share in the honey segment.

Question: 10

Figure 10

YES = 42 (73.7%)

NO = 12 (21.1%)

NOT SURE = 3 (5.3%)

Analysis:

73.7% of the people believe that Dabur honey is pure and unadulterated. This figure

shows that consumers have a good belief in the brand and are also ready to be loyal

towards the brand.

Question: 11

Figure 11

YES = 44 (77.2%)

NO = 1 (1.8%)

NOT SURE = 12 (21.1%)

Analysis:

77.2%of the people believe that Dabur’s products are safe for consumption. This

shows that most of the people have a good opinion of the brand Dabur and its

products, though Dabur must look into the other 23% of people who answered in

negative and make sure that they are satisfied with their products.
Question: 12

Figure 12

Tropicana - 21 (37.5%) Paper boat - 9 (16.1%)

Real - 9 (16.1%) Minute Maid - 15 (26.8%)

B-Natural - 1 (1.8%) 24 Mantra - 1 (1.8%)

Analysis:

The above data shows that Dabur’s product, Real fruit juice, has a market share of

16.1%. Dabur can be appreciated in this segment as it could withstand the competition

from the corporate giants like PepsiCo, ITC, Tropicana etc.

Question: 13

Figure 13

Vatika - 2 (3.6%) Dove - 14 (25.5%)

Head and Shoulders - 12 (21.8%) Sunsilk - 12 (21.8%)

Garnier - 3 (5.5%) Himalaya - 12 (21.8%)

Analysis:

Dabur Vatika Shampoo has a very little contribution to Dabur’s revenue as we can see

from the above data. Vatika shampoo has just 3.6% of the market share, lowest of all

the other shampoo brands. Dabur must, on a war foot basis, must implement various

strategies to increase the market share of the product such as web advertising and

consumer awareness of the product.

Question: 14

Figure 14

Emami Navaratna Hair oil - 4 (7.4%) Dabur Almond Hair oil - 15

(27.8%)

Kesh King Hair oil - 0 (0%) Patanjali Kesh Kanti Hair oil - 5 (9.3%)

Parachute Coconut Hair oil - 28 (51.9%) Himalaya Hair oil -2

(3.7%)

Analysis:

From the above data we can say that people do like using Dabur Almond Hair oil.

Most of the Market share has been captured by Parachute coconut Hair oil, but Dabur

Almond Hair oil’s market share is not any less with 27.8%. Dabur can focus on

manufacturing other types of oils in order to capture more market.

1. Dabur’s Concept of Marketing

Dabur has always believed that “Marketing” is not merely selling a product, but it goes
beyond that i.e., it involves the things done even before producing a product. It involves
finding a market opportunity, developing the product according to the customer
requirement, branding of the product, packaging of the product, its promotion, its sales
and lastly the after sale services of the product.

Dabur considers the following before selling its products:

 Best quality products.

 Products according to customer’s needs.

 Market demand and quantity demanded of the product.

 Forecasting the demand of the product.

 Awareness among consumers through various strategies of advertising.

 Customer satisfaction and his/her value.

 Micro and Macro environmental factors.

 Segmentation and Targeting the consumers, and Positioning of their products.

2. A Study on Marketing Mix of Dabur

Marketing Mix
Components

Product Price Place Promotion

 Product:

Dabur has a wonderful line of products that it manufactures. Dabur is very

cautious about the quality and safety of its products. Its mission is to

provide goods that prove healthy for its customers, as health is wealth. Nature

provides inspiration to all its products. Dabur deals in many categories of products

that include hair care, food products, skin care, oral care, food products, home-

care and health-care products.

Dabur’s range of Products:

 Health Care Products

Chyawanprash

Hajmola

Hajmola candy

Pudin Hara/ Pudin Hara-G

Dabur Balm

Lal Tail - Baby massage oil

 Honitus syrup

Rheumatil gel

Itch Care

Baby Olive Oil

Lavan Bhaskar Churan

 Herbal Supplements Range

Nature Care Isabgol

Nature Care CleanNClear / GreNeem

Nature Care Boswellia

Nature Care Gymnema

Nature Care Forskohlin

Nature Care new Livfit Vegecaps

Nature Care Triphla

 Skin Care Product

Natural Sandalwood Soap

Natural Neem Soap

Natural Aloe Vera Soap

Natural Beauty Soap

Gulabari (Premium Rose water)

Gulabari Face Pack

Vatika Fairness Face Pack

 Oral Care Product

Dabur Neem Toothpaste

Dabur Basil Toothpaste

Dabur Clove Toothpaste

Dabur Red Toothpowder

Dabur Red Toothpaste

 Food Product

Honey

Real Fruit Juice

Real Activ Hommade Cooking Pastes

Coconut milk

Capsico Red Pepper Sauce

Lemoneez

Cardamom Extract

Glucose D

Mustard Oil

Rose Syrup

 Hair Care Product

Dabur Hair Oil Range:-

Dabur Amla Hair Oil 

Dabur Vatika Hair Oil 

Dabur Special Hair Oil 

Dabur Jasmine Hair Oil

Dabur Anmol Coconut Oil 

Dabur Shampoo Range:-

Dabur Vatika Anti-dandruff Shampoo 

Dabur Vatika Body & Bounce Shampoo 

Dabur Vatika Henna Conditioning Shampoo 

Dabur Vatika Nourishing Hair Conditioner 

Dabur Vatika Gentle Cleansing Shampoo 

Dabur Vatika Nourishing Cream Shampoo

 Price:

As Dabur manufactures herbal and ayurvedic products, compromise cannot be

done in the quality of the product. Therefore, Dabur has hired a team of

professionals to analyse various costs of production and where the costs can be

reduced in order to earn more profits. These professionals analyse competitor’s

product’s price, scrutinize the cost of production, and then decide the perfect price

of their product.

Dabur has always managed to keep their prices low so that the common man can

afford to buy their products. Dabur’s goal has always been that more and more

people buy and use their products without any hesitation.

Sometimes the prices have to be hikes due to the rising costs and in this case the

loyalty of the customer is tested. Most of the time a rise in costs is followed by

reduction in the package size rather than an increase in the price of the product in

order to balance the customer relationship.

Dabur has almost 2.8 million showroom areas and retail outlets. It has canvassed

its base effectively in both the business sectors, provincial and metropolitan. It has

caught the creative mind of overall business sectors, everywhere on the globe, in

excess of 60 nations. Talks are going on with different nations additionally, to

include Dabur items for their market. Dabur specialists utilizes its business power

just as dispersion channel to showcase its items. It has a strong hold on its market

middle people like wholesalers and afterward retailers and in conclusion sellers. It

is through each one of these channels that a Dabur's item passes through and then

arrives at the customer. Their solid organization for distribution and supply is
 broad and exceptional. The items are sent starting from one point to another

easily.

It has numerous labs where careful innovative work is in progress. This on-going

work has helped them in using the cutting edge offices without settling on their

fundamental standards of ethic and qualities. Dabur has many assembling plants in

India. The plant 1 at Sahibabad manages Hajmola, Dabur Amla Hair oil,

Oncology meds, Hingoli and Ashokarisht. The Unit 1 in Baddi manages

Ayurvedic prescriptions, The Unit 2 in Baddi manages Chyawanprash, The Unit

in Narendrapur manages Honey.

Dabur has opened its 1st manufacturing plant abroad in Birgunj, Nepal. This unit

is prepared to make Oral care items, Ayurvedic drugs, Hair Care items and Fruit

Juices. An assembling unit is set up in Egypt and this unit manages Food items,

Skin care items and Hair care items.

 Promotion:

Trust and Dabur go inseparably. Their creative vision has prompted incredible

advancement and vanquishing a great many achievements. The certainty that

individuals show in Dabur items assists them with purchasing those items. It has

held hands with global organizations to support up its deals.

In India, Dabur has dispatched an undeniable publicizing effort. This will help in

making the clients mindful of all the Dabur items, their costs, their fundamental

highlights and where the purchasers can get them without any problem. Every last

detail of a Dabur item is accessible on the web. Internet shopping is being

energized, as the more youthful age is techno canny. Indeed, even the youngsters

and more seasoned age have gotten keen on purchasing items online to save time.

In Televisions, renowned entertainers and sportsperson are publicizing the items.

Amitabh Bachchan is seen routinely in Dabur advertisements like Dabur

Chyawanprash and Dabur Hajmola. Sonakshi Sinha and Samantha Prabhu are

seen in Dabur Vatika Hair Oil. Salman Khan has been a normal advertiser of

Ranbaxy's Revital 30+. The advancements by famous people help in the

consistent and high deals of the items.

Segmentation

Market segmentation is that the method of dividing a market of potential customers

into teams, or segments, supported completely different characteristics. The segments

created are composed of customers who can respond equally to selling strategies and

who share traits like similar interests, needs, or locations.

Market segmentation makes it easier for marketers to change their promoting

campaigns. By arranging their company’s target market into segmental groups,

instead of targeting every potential client one by one, marketers may be more

economical with their time, money, and alternative resources than if they were

targeting customers on an individual level. Grouping similar consumers along allows

marketers to focus on specific audiences in an exceedingly cost effective manner.

Market segmentation additionally reduces the chance of an unsuccessful or ineffective

selling campaign. once marketers divide a market based on key characteristics and

change their ways based on that info, there's a far higher probability of success than if

they were to make a generic campaign and then trying rigorously to implement it

across all segments.

 Dabur’s Geographic Segmentation:-

Dabur has segmented its market with respect to Geography in following way,

Dabur's
Geographic
Segmentation

Overseas Business National Business

Asia Pacific Urban Segment

America
Rural Segment
Africa

Europe

Australia

 Dabur’s Demographic Segmentation:-

 Dabur has segmented its Product on the basis of Age

Example:

For Kids (Age below 13 years): Lal Tail - Baby massage oil, Hajmola

candy, Baby Olive Oil, Glucose D, Real Activ

 For Youth (14 years to 40 years): Natural Neem Soap, Gulabari Face Pack

Gulabari, Dabur Red Toothpaste, Dabur Vatika Hair Oil , Dabur Vatika Body

& Bounce Shampoo 

For Old (Age above 40 years): Nature Care Isabgol, Nature Care Shankha

Pushpi, Rheumatil gel, Sitopladi Churan, Coconut milk

 Dabur has segmented its Product on the basis of Gender

Example:

For Men: Nature Care Punarnava, Nature Care CleanNClear / GreNeem,

Lemoneez

For Women: Rose Syrup, Dabur Jasmine Hair Oil, Dabur Vatika Body and

Bounce Shampoo, Natural Sandalwood Soap

 Dabur has segmented its Product on the basis of Purchasing

Capacity

Example

For Upper Class: Nature Way Ayurvedic Products like Shampoos, Soap

because they can spend more on the beauty products.

For Middle and Lower Class: Health Care products are meant for Middle and

Lower class people who spend their money on Health products like Hajmola,

Churan , Pudin Hara etc.

 Dabur’s Psychographic Segmentation

Dabur has segmented their product according to Life Style of the People living in

the Particular Geographic segment. Dabur has concentrated on the people cautious

for their Health and launch different Health Care Products for the same segment.

Dabur has also concentrated on the people who give importance to their status,

with their Nature Way brand’s line of ayurvedic products.

 Dabur’s Behavior Segmentation

Dabur has found a different segment Ayurvedic Products.

Dabur’s research and Development team found that Consumer’s likes (Consumer

Preference and Taste) are for the Ayurvedic products because of their no ill

effects. Buyer prefers Dabur’s Ayurvedic products because they found that these

results in long term results (Usage) and also found in cheap rates (Economy) than

other medicines.
BCG Matrix
1) Cash Cows

The foundation of any multi-item business, treasure troves are items which are having

a high piece of the overall industry in a low developing business sector. As the market

isn't developing, that gold mine benefits the greatest benefit by producing most

extreme income because of its high piece of the overall industry for BCG Matrix.

In this way for any organization, the treasure troves are the ones which require least

venture and yet give better yields. These more significant yields improve the general

benefit of the firm since this overabundance income can be utilized in different

organizations which are Stars, Dogs or Question marks.

2) Stars

Not at all like treasure troves, Stars can't be smug when they are top on the grounds

that they can promptly be surpassed by another organization which gains by the

market development rate. Notwithstanding, if the systems are effective, a Star can

turn into a treasure trove over the long haul.

A wide range of showcasing, deals advancement and promoting procedures are

utilized for Stars. This is on the grounds that in gold mine, generally these procedures

have been utilized and they have brought about the development of a treasure trove.

Essentially in Stars, due to the high rivalry and rising piece of the pie, the fixation and
speculation should be high in promoting exercises in order to increment and hold

piece of the pie.

3) Question Marks

Question marks are items which may have high piece of the pie and high market

development, however the market of the item is being referred to – regardless of

whether it will become further or decay.

Commonly, an organization may think of an inventive item which promptly gains a

decent development rate. Notwithstanding, the piece of the overall industry of such an

item is obscure. The item may lose client premium and probably won't be purchased

any longer in which case it won't acquire piece of the overall industry, the

development rate will go down and it will at last turn into a Dog.

Then again, the item may expand client premium and then some and more individuals

may purchase the item accordingly making the item a high piece of the pie item. From

here the item can proceed onward to be a Cash Cow as it has lower rivalry and high

piece of the overall industry. Consequently

This vulnerability gives the quadrant the name "Question Mark". The serious issue

related with having Question marks is the measure of speculation which it may need

and whether the venture will give returns eventually or whether it will be totally

squandered.
4) Dogs

Items are delegated canines when they have low piece of the overall industry and low

development rate. Consequently these items neither create high measure of money nor

require higher speculations.

Nonetheless, they are considered as negative productivity items primarily in light of

the fact that the cash previously put resources into the item can be utilized elsewhere.

In this manner here organizations need to take a choice whether they ought to strip

these items or they can patch up them and consequently make them saleable again

which will hence expand the piece of the overall industry of the item.

Dabur’s BCG Matrix

When we plot Dabur’s products in BCG matrix we can see that-

 Real fruit juice, Gulabari Jal and Dabur red toothpaste are stars with

high market share but equally high competition.

 Home care, personal care products are question marks due to the presence of

large giants in the market.

 Hajmola, Chyawanprash, Dabur Amla hair oil, Glucose-D & Pudin hara are

Cash Cows.

 Honitus, Dabur Balm Strong, Dabur Lal Powder are Dogs.

FINDINGS

 It is found that consumer’s behaviour towards Dabur’s products is positive and

good.

 Consumers enjoy and are mostly satisfied with its products.

 Some of the brands like Fem can be reassessed so that the consumers can gain

confidence in the brand and use the brand’s products continuously.

 Products like Dabur Lal Powder are increasing the costs of the company making it

difficult to earn profits.

 Products like Real fruit juice and Dabur Chyawanprash are very successful

enough to satisfy the customers as well as earn a good amount of profit.

 Dabur’s marketing strategy is good enough but has a lot of potential further to

grow.

 Dabur has the potential to reach out to more foreign products and more maket

segments.
Conclusion
It was actually an incredible encounter to consider this FMCG Company "Dabur India

Limited". In the wake of going into every one of its angles for example its showcasing

techniques, approaches, valuing procedures and so forth we can presume that the

organization is magnificent on every one of the fronts. The organization's various

undertakings like Sundesh and its social activities in Nepal and so forth, demonstrates

that the organization is likewise faithful towards the general public, and all such

friendly duties are important to assemble a solid client base and brand body. Through

its extensive scope of items it contacts the existences, everything being equal,

altogether age gatherings, across every friendly limit. What's more, this inheritance

has assisted them with building up an obligation of trust with our shoppers. That

promises us the best on the whole items conveying the Dabur name. Taking

everything into account, Dabur needs to zero in on their center brands to use their

upper hand. This should be done across new topographies territories. Its essential

allotment of assets in utilizing innovation would help improve operational

efficiencies. Vital situating with expanded brand perceivability to consume more rack

space would deliberately push Dabur to the main three FMCG Company in India.

Consistent development, particularly in the individual consideration fragment,

globally alongside premium valuing in the US market will help Dabur improve its

exhibition.
Bibliography
 www.dabur.com

 en.wikipedia.org

 www.marketing91.com

 scholar.google.co.in

 onlinelibrary.wiley.com