A MAJOR PROJECT REPORT

ON
MARKETING STARTEGIES OF
DABUR
Submitted in the partial fulfillment for the award of Degree of
Bachelor in Business Administration (BBA)

MANAGEMENT EDUCATION AND RESEARCH INSTITUTE

Affiliated to Guru Gobind Singh Indraprastha University
Sector 16-C, Dwarka, New Delhi

Supervised By: Submitted by: RISHABH KHURANA

Mrs. Shweta Roll No.: 36615101722
(Assistant Professor ) BBA (2022-25)
 DECLARATION

I hereby declare that Minor Project Report entitled “MARKETING

STRATEGIES OF DABUR” which is submitted by me in partial fulfillment of
the requirement for the award of degree BBA to GGSIP University, Dwarka, Delhi
comprises only my original work and due acknowledgement has been made in the
text to all other material used.

(Signature of student)
Rishabh Khurana
BBA 4th Semester
(36615101722)
 CERTIFICATE

This is to certify that Minor Project Report entitled “The Project

Report on Marketing Strategies of Dabur” which is submitted by
Rishabh Khurana in partial fulfillment of the requirement for the award
of degree BBA to GGSIP University, Dwarka, Delhi is a record of the
candidate own work carried out by him under my/our supervision.

Mrs. Shweta
(Assistant Professor)
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Management

Education and Research Institute, GGSIP University, New Delhi for
imparting us very valuable professional learning in Minor Project
Report of BBA.

I pay my gratitude and sincere regards to Mrs. Shhweta my project

Guide, for imparting her knowledge. I am thankful to her as she has
been a constant source of advice, motivation and inspiration. I am
also thankful to her for giving her suggestions and encouragement
throughout the project work.

(Signature of student)
Rishabh Khurana
BBA 4th Semester
(36615101722)
 Table of Content
SNO. TOPICS PAGE
NO.
1. Chapter 1: Introduction

1.1Market Analysis of Dabur products

1.2About Dabur

1.3Corporate Philosophy

1.4Marketing Strategies of Dabur

1.4.1 Dabur Advertisements Strategy

1.4.2 Digital Marketing of Dabur

1.5Strategy

1.6Industry Profile

1.7SWOT Analysis of Dabur Products

2. Chapter 2: Literature Review

3. Chapter 3: Research Methodology

3.1 Research Problem Statement

3.2 Research Objectives

3.3 Research Design

3.4 Sampling

3.5 Scope of study

3.6 Limitations of the Study

4. Chapter 4: Data analysis and Interpretation

5. Chapter 5: Conclusion

6. Bibliography

7. Annexure
 Chapter 1
Introduction
1.1 Market Analysis of Dabur products
Dabur India Ltd. is one of India's leading FMCG
Companies: -
Revenues of over Rs8,500 Crore & Market Capitalisation of over Rs
72,500 Crore. Building on a legacyof quality and experience of over 135
years, Dabur is today India's most trusted name and the world's largest
Ayurvedic and Natural Health Care Company. Dabur India is also a
world leader in ayurveda with a portfolio of over 250Herbal/Ayurvedic
products. Dabur's FMCG portfolio today includes five flagship brands
with distinct brand identities - Dabur as the master brand for natural
healthcare products, Vatika for premium personal care, Hajmola for
digestives, Real for fruit juices and beverages and Fem for fairness
bleaches and skin care products. Dabur today operates in key consumer
product categories like Hair Care, Oral Care, Health Care, Skin Care,
Home Care and Foods. The Ayurvedic Company has a wide distribution
network, covering 6.7 million retail outlets with a high penetration in
both urban and rural markets. Dabur's products also have huge presence
in the overseas markets and are today available in over 100 countries
across the globe. Its brands are highly popularin the Middle East,
SAARC countries, Africa, US, Europe and Russia. Dabur'soverseas
revenue today accounts for over 27% of the total turnover.
From the small dispensary in Calcutta in 1884, the organisation has
today grown into a corporation having significant presence in health and
personal care markets in India and abroad with more than 100 years of
understanding of consumer needs and ability it provides safe solutions
from a deep understanding of Ayurveda, Dabur has sets its vision to
strive for providing good health and wellbeing to every
householdthrough its ten productions bases spread across India
manufacturing arange of herbal. health and personal care products, foods
Ayurvedic medicines and pharmaceuticals. Dabur products are also
manufactured in Nepal, Egypt and Dubai. An ontological parental
facility has just beenestablished in the U.K. The company is served by a
strong distribution network of C&F agents and distributors that ensures
the presence of Dabur products in over 1.5 million retail outlets.
At Dabur, key to our growth is knowledge of nature, which provides the
basis, and useof modern research tools for superior understanding of this
knowledge for providing continuos innovation. Innovation inproducts,
processes and method will drive Dabur to globalleadership in health and
personal care products.

Dabur India is a household name in the natural foods and ayurvedic

industry, and a company that is famous for its marketing efforts. Based
on the background of around 135 years of experience and quality. Dubur
India Limited is the largest Ayurvedic and natural health care company
in the world with a product range of more than 250 herbal & ayurvedic
items. It is the 4th Largest FMCG Company in India, with headquarters
in Ghaziabad and Mohit Malhotra as the CEO Dabur India Limited is
one of the leading consumer goods companies of India with interests in
healthcare, personal care and foods. For more than a century. Dabur has
worked in active collaboration with nature to provide the best of herbal
health and personal care products to its consumers. Today, Dabur is all
set to take this abundant knowledge of Ayurvedic to global frontiers.
Dabur India Limited is the fourth largest FMCG Company in India with
interests in Health care, Personal care, home care and Food products.
Building on a legacy of quality and experience for over 125 years, today
Dabur has a revenue of Rs. 4111 crores with powerful brands like Dabur
Alma, Dabur Chyawanprach, Vatika, Hajmola& Real
CEO (Chief Executive Officer)
Mr.Sunil Duggal took over as the Chief Executive Officer of Dabur
India Limited in June 2002. holding reins of the organisation he joined
in 1995. Mr. Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering Degree (Electrical
& Electronics) from BITS, Pilani, and Business Management from IIM,
Calcutta. His stint at Wimco continued till 1994, with a break in between
when he joined Bennett Coleman & Co. Ltd for a short period. In 1994,
he moved to Pepsi Foods as GM, Sales Operation. In 1995, he joined the
Dabur family as General Manager (Sales & Marketing) of the Family
Products Division with products like Dabur Amla, Lal Dant Manjan and
Vatika in his portfolio. This Division spearheaded the spectacular growth
recorded by Dabur in this period. Vatika was also launched during this
period and is now the Company's second biggest brand.
With his dynamic spirit and leadership abilities, he soon became Vice-
President and SBU-Head of the Family Products Division. In July 2000
Mr. Duggal was appointed Director Sales and Marketing of Dabur India
Limited. And in 2002, he became the CEO of the Company professional
with valuable experience to steer the company ahead in its growth plans.
Spanning a career of over 20 years, Mr. Sunil Duggal has travelled
widely across India and handled diverse portfolios that have helped him
understand the dynamics of FMCG businesses and market trends. He is
well versed in the intricacies of India's regional diversities and consumer
needs.
1.2 About Dabur
Dabur India Ltd is one of the most trusted and leading FMCG
companies in India. It was founded by Dr S.K. Burman in 1884.
In the last 100+ years, the small firm has grown ginormous.
Currently Dabur has accumulated a market share of over Rs
80,000 crore with annual returns of Rs 8,700crore. Their main
product ranges deal with hair care, oral care, health care,
skincare, home care, and packaged food.
Dabur became a public limited company in 1996 and within 4
years it marked the leading position with a turnover worth Rs
1,000 Crore. Three distinct divisions were established for
improving operations and management, namely, Goods for
Health Care, Family Products, & Dabur Ayurvedic Specialties.
Internationally, Dabur's goods enjoy a large reach and are
available in more than 100 countries. Overseas revenue from
Dabur today accounts for more than 27 per cent of the overall
turnover.
1.3 CORPORATE PHILOSOPHY
Knowledge is the key to growth in today's world. Whatever the industry,
it is the Knowledge, which provides cutting edge to individual and
organizations. For More than a century nature has been a rich source of
knowledge for Dabur. Nature has not only given us the ingredients for
all our products but has also Taught us how to create a harmony within
and without the organization. Nature Has inspired us in all our acts.
Ayurvedic the science of life is based on Principles of nature. All
Ayurvedic preparations have their ingredients derived From Nature.
Dabur has converted the healing properties of natural ingredients Andthe
age-old knowledge of Ayurveda into contemporary healthcare products
To alleviate health problems of its consumers.
Dabur is committed to expand the reach of this age-old knowledge of
Ayurvedaand Nature through weh. Through web, they aim to overcome
the physical boundaries to take Ayurvedic way of life to global frontiers.
Dabur India Limited understands its responsibility as a corporate house.
Wehave not only set our sight on increasing turnover and profitability of
thecompany but also on propagating Ayurveda-the Indian system of
medicine.

VISION: -
"Dedicated to the Health and Well Being of Every Household."
Dabur is always deliciated and focused on the good health and well-
being of every household Was a tagline- celebrate life justifying the
vision.
Dabur is a company with a set of established business values, which
direct its functioning as well as all its operations. In this, Dabur is guided
by the words of its founder Dr. SK Burman "What is that life worth that
cannot give comfort to others." The company offers ity consumers,
products to suit their needs and give them good value for money. The
company is committed to follow the ethical practices in doing business.
At Dabur, Nature acts as not only the source of raw material but also an
inspiration and the company is committed to protect the ecological
balance...

MISSION: -
"To be the leader in the Natural Foods &

Beverages Industry" Dabur aims to provide 100%

natural products for its customers.

Strive to deliver this by:

Consistently delighting the consumer through quality product. Being the
company of choice for our business partners. Delivering higher returns
to stakeholders.
Business model of Dabur
Dabur follows a very unique business model called Umbrella Branding
Strategy. It means that all products are under one brand name. The logo
of Dabur is an old banyan tree that conveys Dabur's heritage, dedication,
and stability.
Dabur uses a 3-tier distribution system, i.e., from stockist-to wholesaler
to retailers to final consumers. With this system, the products are made
available in departmental stores, grocery shops, etc, across the country.
1.4 MARKETING STRATEGIES OF DABUR
Marketing strategy is a long-term plan carried out to promote the goods
and services of a company. Strategies are the long-term plans made to
achieve the organizational goal and marketing deals in the selling or
promotion of goods and services with a primary aim of customer
satisfaction.
Dabur's marketing strategy aims at continuing its brand image by
providing a variety of products and using print media and sales
promotion for reaching out to its customers. We will discuss the
marketing strategy of Dabur in more detail now. Let us begin by learning
more about the advertising strategy used by Dabur.

1.4.1 Dabur Advertisements Strategy

Dabur already holds on to print and television advertising and recently is
planning to take over digital media as a medium for advertising its
products.
As we have seen, the cancer patients were paid homage in the
advertising of Dabur Vatika, as a salutation notice for battling with the
disease. The commercial will reach the consumer's emotional side;
mostly the ladies who use the Dabur Vatika.in the case of Dabur amla
hair oil, Dabur featured Priyanka Chopra for the promotion of the
product and she is seen getting a hair massage from her mother, which
shows how Dabur amla hair oil improves mother-daughter relation while
getting hair massage.

1.4.2 Digital Marketing Of Dabur

Dabur is known for its use of traditional promotional mediums but they
are shifting their marketing strategy to a digital-first approach. In an
insightful interview taken by BrandEquity of A.C. Burman, the
Chairman of Dabur, he talked very intensely about the digital-first
approach for Dabur and how the company will shift it's marketing efforts
to a newer medium.
The rationale for such a shift of marketing strategy comes from the
acknowledgement of the fact that social media and other digital
platforms provide far more to a marketer in terms of effectiveness than
any previous medium of promotions. Dabur has been increasing its
digital spend over the last few years. From the year 2017, they have
increased their digital marketing spending by 33% in 2018. They spent a
total of RS1.99 billion in the year 2018-19.
Another aspect that Dabur wishes to capitalise on is the e-commerce
store trend. These e- commerce stores have shown their efficiency and
effectiveness in the Indian market. Dabur pushes it's products through
multiple e-commerce stores and targets fitness-conscious millennials as
a part of its digital strategy.

1.5 STRATEGY
Dabur does not afford to have one single strategy to compete against its
competitors effectively.
It operates in the highly competitive FMCG industry consisting of large
MNCs, such as HUL, P&G, PATANJALI, ITC, etc. It cannot afford to
go for purely offensive strategies that directly affect the bottom line.
Moreover, the basic nature of the marketplace is dynamic. The deciding
criteria for any policy adoption are that it should be based on the
company's strength, clear sustainable competitive advantage, and
consumers' needs and requirements.
Dabur has a very strong and wide supply chain network that covers both
rural and urban areas through 600+ distributors&2.8 million retailers.
This network has helped Dabur reach every corner of India, which gives
it a competitive edge over well-established players like HUL, P&G, ITC,
etc.
The FMCG & pharma industry is already overcrowded with local &
national players. Dabur has many brands that don't have a stronghold in
the market like Home care & personal care products while it is the
market leader in some of the product categories Chyawanprash, Health
supplements, Glucose-D & Real Fruit juice.
All the sections of society are targeted by Dabur, like other companies,
but middle-class customers form the major group because of more
purchasing power.
1.6 INDUSTRY PROFILE: -
Fast-moving consumer goods (FMCG) sector is India's fourth-largest
sector with household and personal care accounting for 50% of FMCG
sales in India, Growing awareness, easier access and changing lifestyles
have been the key growth drivers for the sector. The urban segment
(accounts for a revenue share of around 55%) is the largest contributor to
the overall revenue generated by the FMCG sector in India. However, in
the last few years, the FMCG market has grown at a faster pace in rural
India compared to urban India. Semi-urban and rural segments are
growing at a rapid pace and FMCG products account for 50% of the
total rural spending.
Market Size: -
The FMCG market in India is expected to increase at a CAGR of 14.9%
to reach USS 220 billion by 2025. from USS 110 billion in 2020. The
Indian FMCG industry grew by 16% in CY21 a 9-year high, despite
nationwide lockdowns, supported by consumption-led growth and value
expansion from higher product prices, particularly for staples. The rural
market registered an increase of 14.6% in the same quarter and metro
markets recorded positive growth after two quarters. Final consumption
expenditure increased at a CAGR of 5.2% during 2015-20. According to
Fitch Solutions, real household spending is projected to increase 9.1%
YoY in 2021, after contracting >9.3% in 2020 due to economic impact of
the pandemic. The FMCG sector's revenue growth will double from 5-
6% in FY21 to 10-12% in FY22, according to CRISIL. Ratings. Price
increases across product categories will offset the impact of rising raw
material prices, along with volume growth and resurgencein demand for
discretionary items, are driving growth. The FMCG sector grew by
36.9% in the April-June quarter of 2021 despite lockdowns in various
parts of the country.
1.7 SWOT Analysis of Dabur Products: -
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a technique
used by the company to determine its competitive position, to form strategies and
plans accordingly, and to achieve the organizational objective. A SWOT analysis
measures internal and external factors, as well as current and future possibilities.
We have done in-depth research and have developed this SWOT analysis of Dabur
for you, have a look: -

STRENGTH
Dabur has a wide variety of products for each age group. Being a century-old
brand, it has a strong brand image in the eyes of customers. Currently operating in
over 60 countries, with 5000 distributors and 3 million outlets.

WEAKNESS
Many unbranded and duplicate products are being sold under the name of Dabur.
Dabur not only has competition from local brands, but also international players
like Colgate.

OPPORTUNITIES
The era of modernization and instant food has led to an unhealthy lifestyle, and
people are forced to take ayurvedic medicines and supplements like
Chyawanprash, Hajmola, etc. Dabur products have an equally high demand in
foreign markets. Expansion of the product line and introducing ayurvedic
beverages can boost their business.

THREATS
Stiff competition from big MNC's like ITC, HUL, Patanjali. With an increasing
trend of ayurvedic medicines and supplements, many local brands have also
entered the market.
Chapter 2
Literature
Review
REVIEW OF LITERATURE:
Sharma M. (2012) defines consumer preferences as the subjective
(individual) tastes, as measured by utility, of various bundles of goods.
They permit the consumer to rank these bundles of goods according to
the levels of utility they give the consumer. Note that preferences are
independent of income and prices. Ability to purchase goods does not
determine a consumer's likes or dislikes. This is used primarily to mean
an option that has the greatest anticipated value among a number of
options. Customer preference refers to how customers select goods and
services in relation to factors like taste, preference and individual
choices. Factors such as the consumer's income and price of the goods
do not influence the customer's preferred products or services. Mishra
(2007) highlighted that the rapid growth of retailing in recent years has
necessitated the upcoming many new firms to benchmark. Retail firms
are concerned about the available resources and their optimum
utilization with respect to consumers" need and preference. Jack and
Rose, (2012) opined that it would be difficult and almost impossible to
create quantitative variables to describe the overall appearances of the
main characters combining varying views (e.g., price, taste, quality,
hygiene etc.) as well as the dynamic design, colours, and sounds of the
machine in that vending solution, which may have a significant impact
on consumers' preferences.
Sinha P.K, Banerjee A and Uniyal D.P. (2012) studied store choice
behaviour of shoppers in the context of the changing retailing
environment. They have tried to identify major drivers behind choice of
stores for various shopping needs as exhibited by a typical Indian
consumer. Their study revealed that convenience and merchandise are
the primary reasons behind choosing a store. Seiders and Tigert (2012)
compared supercenter shoppers with traditional supermarket shoppers in
his study. Supercenter shoppers identified low prices and range of
product assortment as the primary reasons for their format choice. In
contrast, traditional supermarket shoppers placed more importance on
location and product quality.
White and Schlosser (2005) found that effect of a large assortment was
found to be dependent on the familiarity of the purchaser with the
product group and their attitude towards risk. However, this study also
found that a wide variety did not always result in reduced purchasing.
Where product choices were described in terms of their experiential
attributes and not merely physical characteristics then large assortments
were more likely to result in purchases (Diehl, 2005). Herrmann.
Heitmann (2006) found that large assortments may prevent a purchasing
decision. The process consumers use to form preferences depends on
their level of involvement in the purchase decision and their need for
cognition, as well as the capability of their memory (Alba et al, 1992).
Certain consumers may be more concerned with the specific attributes of
their choice object/s; others may focus more on how it makes them feel
or its affect (Powell Mantel and Kerdes, 1999) Shendge, (2013) states
that Preference (or "taste") is a concept, used in the social sciences,
particularly economics. It assumes a real or imagined "choice" between
alternatives and the possibility of rank ordering of these alternatives,
based on happiness, satisfaction, gratification, enjoyment, utility they
provide. More generally, it can be seen as a source of motivation. In
cognitive sciences, individual preferences enable choice of
objectives/goals. Virmani R. T., (2011) stated the reasons for preference
of the brands ranged from quality to availability. But it was quality that
was ranked as the No. 1 parameter for brand preference.

The study was undertaken to understand the factors affecting consumer

preferences for retail store selection and developing marketing strategies
towards meeting the needs and wants of consumers. This study examines
the linkage between consumer preferences and the importance of some
salient store attributes.
(Singh and Agarwal, 2013), Verma and Khandelwal, 2011; Brand and
Leonard, 2001), store attributes (Bianchi, 2009), AHP (Saaty, 1980;
Subbaiah, 2011), retailer selection (Liisa 1990;
Mitchell and Kiral 1998; Arora, 1999; Franklin, 2001; Liu - Hai, 2005;
Philippidis and Hubbard, 2003; Tzeng et al., 2002).
Retailer selection decisions are complicated by the fact that various
criteria must be considered in decisions making process. Studies by
(Goffin, Szwejczewski and New, 1997; Howe, 1998; Dawson, 2000)
were focused on groceries and nutrition products. Attitudes cannot be
observed directly, they are mental positions that marketers must try to
infer through research measures (Wilkie, 1994: 83). Based on the
consumers" preference, the consumer can score the relative preference
level between two attributes from 1 to 9, where I is nominally preferred
and extremely preferred (Tseng and Lin, 2005, 201).
Pan and Zinkhan (2013) studied the consumer store patronage and store
choice in the retailing literature. These studies suggest that several
attributes affect consumers preferences and expectations of retail stores,
such assortment, service, product quality, store atmosphere, store
location, price level, checkout speed, hours of operation, friendliness of
salespeople, and parking facilities. When choice is unconstrained
consumers will enact their purchase preferences and buy only their
preferred products (East, 1990).
Varun Jain (2014) concluded that the shoppers in India prefer the local
kirana stores over malls. The shoppers love to hangout and shop from
their local traditional stores because of the familiarity with ambiance,
ease of access, emotional attachment, early opening and late closing
times etc., which suits the local residents.
Spiller Bolten and Kennerknecht (2016) identified service and product
quality as main determinant of customer satisfaction. They propose that
customer consider freshness of fruits and vegetables as the quality of
whole assortment. Study by Kim et al., (2012) concluded that the
retailing scenario has changed significantly during the last two decades.
The retailing industry in the world has converted from the domestic
market-based traditional market format of the past to large scaled
franchising and establishment of brand names.
Grocery industry is strongly driven by price competitiveness (Taylor,
2016). Credit is a predictor of grocery shopping expenditures spent out
of the community and consumers spending a medium proportion of their
grocery expenditures out of a locality had the highest overall shopping
expenditures in all categories (Sullivan and Savitt, 1997), Product
selection, assortment and courtesy of personnel are also very important
in determining format choice and cleanliness is the most important
attribute regardless of the format of grocery found that grocery shoppers
consider quality to be most important, followed by price, locality, range
of products and parking. Fox et al. concluded that shopping and
spending vary much more across than within formats, and expenditures
respond more to varying levels of assortment and promotion than price,
although price sensitivity was most evident at grocers.Seiders et al.
(2016) concluded that low price and assortment more often is the reason
for store choice, found quality, assortment, store location, price and
product variety as the most important store attributes influencing
satisfaction.

Yang (2016) concluded that spatial separation distance best explained

respondents" shopping destination choice behaviour, followed by store
selection criteria. A study in Vietnam on the factors which influence
decision-making by consumers when selecting traditional bazaars vs
supermarkets revealed that freshness, price and convenience are
important in shaping the choice by consumers for traditional outlets for
fresh food, while price played a key role in selecting shopping outlets for
processed food and drinks and non-food products concluded that grocery
shopping patterns vary with culture.
 Chapter 3
Research
Methodology
Research Methodology-
3.1 Research Problem Statement: -
There are many competitors in FMCG (fast moving consumer goods)
industry. The Dabur one of them. A study on Customer satisfaction
various factors like service, price, Availability, brand, and Promotional
activities of Dabur will enable them to develop the production in view of
Competitions. A careful and through study of the Factors enable the
company to with Stand the changing situations of competition. These
factors have an impact in determining the company sales and its position
in the market.
3.2 Research Objectives: -
• To Study the Retailer satisfaction regarding Dabur.
• To analyses the factors influencing the purchases of the Products.
• To analyses the retailer satisfaction towards various brands of the
company. To Study about the promotional activities of the Dabur
for retailers
3.3 Research Design: -
The present study is in Descriptive nature, as it seeks to discover ideas
and insight to bright Out new relationship. Research design is flexible
enough to provide opportunity for Considering different aspects of
problem under study. It helps in bringing into focus some Inherent
weakness in enterprise regarding which in depth study can be conducted
by management
3.4 Sampling: -
The sample size selected for the research is 150
Sampling Technique-
Convenience Sampling Technique is used. It is least expensive and least
time consuming of all sampling technique. The Sampling unit are easily
accessible and easy to measure. Every single member of the population
or sample is known as Sample Unit.
Data Collection After the research problem has been identified and
selected, the next step is to gather the requisite data. While deciding
about the method of data collection to be used for, the researchershould
keep in mind two types of data: primary and secondary. In the present
study researcher has made use of the primary data which has been
collected through Questionnaire. Observation, Personal Interview along
with the secondary data which has been collected from Company's
website and from their records, Books, magazines, newspapers and
journals.
•PRIMARY DATA

3.5 Scope of the study-

One of the Best Ayurvedic Companies - Dabur Corporate Profile
Dabur India Limited is the fourth largest FMCG Company in India with
Revenues of over Rs. 9,500 Crore & Market Capitalization of over Rs
100,000 Crore. Building on a legacy of quality and experience of over
137 years. Dabur is today India's most trusted name and the world's
largest Ayurvedic and Natural Health Care Company with a portfolio of
over 250 Herbal/Ayurvedic products.
Known as the Custodian of Ayurveda, Dabur marries age-old traditional
wisdom with modern- day Science to develop products for consumers
across generations and geographies. Dabur's FMCG portfolio today
includes 8 Power Brands with distinct brand identities - Dabur
Chyawanprash, Dabur Honey, Dabur PudinHara, Dabur Lal Tail and
Dabur Honitus in the Healthcare space: Dabur Amla and Dabur Red
Paste in the Personal Care category, and Real in the Food & Beverages
category. In addition, Vatika is an International Power Brand.
Dabur today operates in key consumer product categories like Hair Care,
Oral Care, Health Care, Skin Care, Home Care and Foods. The
ayurvedic company has a wide distribution network, covering 6.7
million retail outlets with a high penetration in both urban and rural
markets.
Dabur's products also have huge presence in the overseas markets and
are today available in over 120 countries across the globe. Its brands are
highly popular in the Middle East, SAARC countries, Africa, US,
Europe and Russia. Dabur's overseas revenue today accounts for over
27% of the total turnover,
The 137-year-old ayurvedic company, promoted by the Burman family,
started operating in 1884 as an Ayurvedic medicines company. From its
humble beginnings in the bylanes of Calcutta, Dabur India Lid has come
a long way today to become one of the biggest Indian-owned consumer
goods companies with the largest herbal and natural product portfolio in
the world. Overall, Dabur has successfully transformed itself from being
a family-run business to become a professionally managed enterprise.
What sets Dabur apart from the crowd is its ability to change ahead of
others and to always set new standards in corporate governance &
innovation.
Dabur also recommends various Ayurvedic Home Remedies formulated
using ayurvedic plants & herbs which are natural & chemical free.

3.6 Limitations of the Study: -

However the researcher has tried her best in collecting the relevant
information for research report, yet there have been some problems
faced by the researcher. The prime difficulties which researcher has
faced in collection of information are discussed below: Time Constraint:
The time period for carrying out the research has been limited as a result
of which many facts have been left unexplored. So, if more time had
been provided, the sample size would have been increased. The
respondent would have been given more time to fill the questionnaire.

Limited sample size: The sample size was only 150 which can't be
regarded as true representative of all employees working in service
sector.

Unwillingness of respondents: While collection of the data many

employees were unwilling to fill the questionnaire. Respondents were
having a feeling of wastage of time.

Limited area for research: The area for study has been only selected
organizations area to represent emotional intelligence of employees of
service sector.

Respondents bias: Due to the biasness on the part of respondents, data

collected may have been affected which further reduces the credibility of
the findings Researcher's bias: While analysing the data, some biasness
on the part of researcher may have crept into the duty.

Despite of these difficulties, best efforts have been put to do the full
justice with the subject matter and in the completion of report.
 Chapter 4
Data analysis
and
Interpretatio
n
 DATA ANALYSIS

1. Do think a product quality is satisfactory?

INTERPRETATION: -
The above table and the diagram show that 69% of the respondents strongly agree
wit the statement 29% respondents agree and 2% are neutral about the product
quality c Dabur.

2. Do you think our advertisement is effective and appropriate?

INTERPRETATION:
The above table and the diagram show that 0% of the respondents
strongly agree with the statement 15 respondents agree and 24 are
neutral about the advertisement is effective and appropriate.

3. Are you satisfied with complete detail on labelling?

INTERPRETATION:
The above table and the diagram show that 5% of the respondents
strongly agree with the statement 83 % respondents agree and 12% are
neutral about the complete detail on labelling.
4. Are you satisfied with product features?

INTERPRETATION:
The above table and the diagram show that 14% of the respondents
strongly agree with the statement 60% respondents agree and 15% are
neutral about the product features.
5.

Are you satisfied with the quality of Dabur?

INTERPRETATION:
6.

The above table and the diagram shows that 25% of the topondents
strongly agree with the statement 60% respondents agree and 15% are
neutral about the quality of Dabur.

Are you satisfied with brand image of the product?

7.

INTERPRETATION: The above table and the diagram shows that 22% of
the respondents strongly agree with the statement 57% respondents agree and
19% are neutral about the brand image of the product
Are you satisfied with price of the product?
8.

INTERPRETATION: The above table and the diagram shows that 0% of the
respondents strongly agree with the statement 4% agree and 77% are neutral
about the price of the product.
8. Are you aware of all products of dabur?

INTERPRETATION:
The above table and the diagram shows that 2% of the respondents
strongly agree with the statement 89% agree and 6% are neutral about the
products.

9. Are you satisfied from product information?

INTERPRETATION:
The above table and the diagram shows that 18% of the respondents
strongly agree with the statement 72% agree and 8% are neutral about the
product information.

10.have you switched to a competing brand due to delivery?

INTERPRETATION:
The above table and the diagram shows that 0% of the respondents
strongly agree with the statement 49% agree and 51% are neutral about the
competing brand due to better delivery.
11. Have you switched to a competing brand due to sale services?

INTERPRETATION:
The above table and the diagram shows that 2% of the respondents
strongly agree with the statement 33% agree and 60% are neutral about the
competing brand due to sale service.
12. Do you prefer to take advantage of the schemes?
INTERPRETATION:
The above table and the diagram shows that 62% of the respondents
strongly agree with the
statement 7% agree and 29% are neutral about the advantage of the scheme.
13. Have you switched to a competing brand due to availability of product?

INTERPRETATION:
The above table and the diagram shows that 4% of the respondents
strongly agree with the statement 64% agree and 30% are neutral about
the competing brand due to availability of product.
14. Are you agreeing with service of dabur?

INTERPRETATION:
The above table and the diagram shows that 46% of the respondents
strongly agree with the
statement 45% respondents agree and 7% are neutral about the service of dabur.
Finding: -

The following are the major findings of the study: -

How do consumer make their decisions is one of the important factors
from the Company’s point of view. The decision making of the consumer
is influenced by Many factors like the information about the product,
experiences, Recommendations, etc.
Every marketer wants to know that which factor the customer most
making the decision about the purchase. Which source of information is
Most influence the customer decision. How past behaviour influence the
consumer Decision-making and so on.
Today decision is taken by both men and women regarding many of the
thing Included purchase of goods also. So marketer wants to know how
men and women Make their decisions and in what respect they are
different in decision making. Because marketer have to influence who so
ever take the decision
69% of the respondents strongly agree with product quality.
64% respondents disagree advertisement is effective and appropriate.
83% respondents agree with complete detail on labelling.
60% respondents agree with product features.
60% respondents agreed that they are satisfied with Dabur
57% respondents agreed that they are satisfied with brand image of the
product
77% are neutral satisfied with price of the products.
89% respondents agreed that they are aware of all products of Dabur
72% respondents are agreed from product information.
Chapter-5
Conclusion
 Conclusion
• Company should ensure proper promotional activities should be
adopted in order to capture maximum market share.

• The company should ensure that they provide high quality of

service in order to attract more and more customers and retailers.

• The cost of products should be less as compared to the other

products.

• The salesman should be trained to behave properly with retailers

as it has a significant impact on retailers’ satisfaction.

• The facilities provided by the company should be luxurious

enough to retain the retailers.

• The company need to provide fast delivery of their product to

make their customer and retailers stay.

• The company need to do the best advertisement to attract and

increase its sale.

• Company should ensure to retain a name in the market by

launching schemes, offers, etc so that their products became
known to the world.
 BIBLIOGRAPHY

Websites: -
• Online available - www.esurveyspro.com/customer-
statisfactionsurveys.asinformationabout questionnaire.

• Online available - http://www.dabur.com/default.aspx

• Online available - http://www.dabur.com/nepa

• Online available - www.dabur.com/About Dabur-Company Details

• Online available -www.google.com

 ANNEXURE

QUESTIONNAIRE:

Dear Sir/Madam
You are requested to fill in the below mentioned questions which I am
letting filled for my academic purpose. I assure you that the details
provided by you will be used Confidentially only for academic purpose
and not for any other malicious acts.

Respondents Profile

Name: _____________________

Age: _______________________

Place: ______________________

Occupation: _________________

1. Are you satisfied with product quality?

• Strongly Agree
• Agree
• Neutral
• Disagree
 • Strongly Disagree

2. Do you think our advertisement is effective and appropriate?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

3. Are you satisfied with complete detail on labelling?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

4. Are you satisfied with product features?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

5. Are you satisfied with quality of Dabur?

• Strongly Agree
• Agree
 • Neutral
• Disagree
• Strongly Disagree

6. Are you satisfied with brand image of the product? •Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

7. Are you satisfied with price of the product?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

8. Are you aware of all products of Dabur?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

9. Are you satisfied from product information?

• Strongly Agree
• Agree
• Neutral
 • Disagree
• Strongly Disagree

10. You have switched to a competing brand due to better delivery?

• Strongly Agree
• h. Agree
• Neutral
• Disagree
• Strongly Disagree

11. You have switched to a competing brand due to sale services?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

12. You prefer to take advantage of the scheme?

• Strongly Agree
• h. Agree
• Neutral
• Disagree
• Strongly Disagree

13. You have switched to a competing brand due to availability of product?

• Strongly Agree
• Agree
 • Neutral
• Disagre
• Strongly Disagree

14. You are agreeing with services of Dabur?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree