DABUR INDIA LIMITED

MARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTS PROMOTING INSTITUTIONAL SALES FOR DABUR PRODUCTS
DILEEP SINGH SHEKHAWAT
6/24/2010

SUBMITTED BY:DILEEP SINGH SHEKHAWAT

DABUR INDIA LIMITED

ONE OF INDIAS MOST ADMIRED COMPANY

TABLE OF CONTENT TOPICS DESCRIPTION

Acknowledgement.. Business portfolio of Dabur. Introduction to Dabur... About market research. Steps of market research.. Data analysis and findings for corn flour.................... Data analysis and findings for lemoneeze................... Data analysis and findings for capsico................ Data analysis and findings for coconut milk.. Data analysis and findings for honey............... Data analysis and findings for tomato puree. Data analysis and findings for tomato paste.. Data analysis and findings for snack dressing Data analysis and findings for tomato ketchup. Data analysis and findings for pineapple slice Data analysis and findings for fruit cocktail.. Data analysis and findings for mango pulp. Data analysis and findings for keora water.................... Conclusion and recommendations. About institutions sales .. Bibliography

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7 8 9-16 17 18 19-22 23-25 26-27 28-30 31-33 34-37 38-39 40-42 43-46 47-49 50-53 54-55 56-57 58 59-60 61

DECLARATION
I DILEEP SINGH SHEKHAWAT student of PGDM studying at UDAI INSTITUTE OF MANAGEMENT STUDIES-JAIPUR, hereby declare that the project work entitled FIND OUT THE PERFORMANCE OF DABUR PRODUCTS AND PROMOTING INSTITUTIONAL SALES was carried out by me in partial fulfillment of the requirement for the award of the degree of PGDM. This project was undertaken as a part of academic curriculum according to the AICTE rules and norms and it has not commercial interest and motive. It is an original work done entirely by me and is based on my own observations. The facts presented here are true to the best of my knowledge. I also declare that this report has not been submitted to any other organization for any other purpose

ACKNOWLEDGEMENT
I offer a great many thanks to a great many people who helped and supported me during the project. My deepest thanks to Dr. Ruby Dwivedi ,The Guide of the project for guiding and correcting various documents of mine with attention and care. She has taken pain to go through the project and make necessary correction as and when needed. I express my thanks to the Director of, Udai institute of management studies-jaipur, for extending his support. My deep sense of gratitude to Mr. Sumit Kumar Gupta-Sr.business development officer, Dabur India ltd. support and guidance. Thanks and appreciation to the helpful people at Dabur India ltd., for their support. I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers. I am very thankful to everyone who all supported me, for I have completed my project effectively and moreover on time. I am equally grateful to my teacher Dr. Tanjul saxena; she gave me moral support and guided me in different matters regarding the topic. she had been very kind and patient while suggesting me the outlines of this project and correcting my doubts. I thank her for her overall supports. Last but not the least, I would like to thank my parents who helped me a lot in gathering different information, collecting data and guiding me from time to time in making this project .despite of their busy schedules ,they gave me different ideas in making this project unique.

Thanking you Dileep singh shekhawat Udai institute of management studies-jaipur

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PGDM-2009-2011

Business portfolio of Dabur

PERSONAL CARE:-Dabur has a wide HEALTH CARE :-Dabur chyawanprash, range of personal care products and some Dabur Shwaasamrit, Dabur Pilochek, Dabur products as Dabur amla hair oil, vatica heal-ek, Hajmola Candy, PudinHara, sampoo, dabur gulabari, u veda etc. Dabur Blood Purifier etc.

Home care &Food products: Tomato ketchup Lemoneeze Capsico Cornflour Pineapple slice Fruit cocktail Tomato puree

Real juice segment Real Active burrst

Introduction to Dabur
FOUNDER AND LEADERS

Founding Thoughts: "What is that life worth which cannot bring

comfort to others"

The story of Dabur began with a small, but visionary endeavour by Dr. S. K. Burman, a physician tucked away in Bengal. His mission was to provide effective and affordable cure for ordinary people in far-flung villages. With missionary zeal and fervour, Dr. Burman undertook the task of preparing natural cures for the killer diseases of those days, like cholera, malaria and plague.

Soon the news of his medicines traveled, and came to be known. as the trusted 'Daktar' or Doctor who came up with effective cures. And that is how his venture Dabur got its name - derived from the Devanagri rendition of Daktar Burman.Dr. Burman set up Dabur in 1884 to produce and dispense Ayurvedic medicines. Reaching out to a wide mass of people who had no access to proper treatment. Dr. S. K. Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house, to a household name that at once evokes trust and reliability.

Dabur india ltd. Is the fourth largest FMCG company in india with the revenues of us$ 750 million (3390 crore) and market capitalization of us$ 3.5 billion (over RS 16000 crore)building on a legacy of quality and experience of over 125 years. dabur operates in key consumer products categories like hair care, oral care, health care, skin
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care, home care & foods.

DABUR AT-A-GLANCE
Dabur India Limited has marked its presence with 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), Consumer Health Division (CHD) and International Business Division (IBD) 3 Subsidiary Group companies - Dabur International, Fem Care Pharma and newu. 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

SHORT DESCRIPTION OF 3 MAJOR STRATEGIC BUSINESS UNITS (SBU)

Consumer Care Division (CCD):Adresses consumer needs across the entire FMCG spectrum through four distinct business portfolios of Personal Care, Health Care, Home Care & Foods. Master Brands:

Dabur - Ayurvedic healthcare products Vatika - Premium hair care Hajmola - Tasty digestives Ral - Fruit juices & beverages
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 Fem - Fairness bleaches & skin care products

9 Billion-Rupee brands: Dabur Amla, Dabur Chyawanprash, Vatika, Ral, Dabur Red Toothpaste, Dabur Lal Dant Manjan, Babool, Hajmola and Dabur Honey Strategic positioning of Honey as food product, leading to market leadership (over 75%) in branded honey market Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share. Vatika Shampoo has been the fastest selling shampoo brand in India for three years in a row Hajmola tablets in command with 60% market share of digestive tablets category. About 2.5 crore Hajmola tablets are consumed in India every day Leader in herbal digestives with 90% market share

Consumer Health Division (CHD)

Offers a range of classical Ayurvedic medicines and Ayurvedic OTC products that deliver the age-old benefits of Ayurveda in modern ready-to-use formats

Has more than 300 products sold through prescriptions as well as over the counter Major categories in traditional formulations include: - Asav Arishtas - Ras Rasayanas - Churnas - Medicated Oils Proprietary Ayurvedic medicines developed by Dabur include: - Nature Care Isabgol - Madhuvaani - Trifgol Division also works for promotion of Ayurvedic through organized community of traditional practitioners and developing fresh batches of students

International Business Division (IBD)

Caters to the health and personal care needs of customers across different international markets, spanning the Middle East, North & West Africa, EU and the US with its brands Dabur & Vatika

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Focus markets:
- Nigeria - Bangladesh - Nepal and US

VISION AND PRINCIPLES

"Dedicated to the halth and well being of every household"

This is our company. We accept personal responsibility, and accountability to meet business needs.

We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are determined to be the best at doing what matters most.

People are our most important asset. We add value through result driven training, and we encourage & reward excellence.

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We have superior understanding of consumer needs and develop products to fulfill them better.

We work together on the principle of mutual trust & transparency in a boundary-less organization. We are intellectually honest in advocating proposals, including recognizing risks.

Continuous innovation in products & processes is the basis of our success.

We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other.

STRATEGIC INTENT
We intend to significantly accelerate profitable growth. To do this, we will:

Focus on growing our core brands across categories, reaching out to new geographies, within and outside India, and 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 our deep knowledge of ayurveda and herbs with modern science Provide our consumers with innovative products within easy reach Build a platform to enable Dabur to become a global ayurvedic leader Be a professionally managed employer of choice, attracting, developing and retaining quality personnel Be responsible citizens with a commitment to environmental protection Provide superior returns, relative to our peer group, to our shareholders

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MILESTONES TO SUCCESS

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. 1930 - Automation and upgradation of Ayurvedic products manufacturing initiated 1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporate 1940 - Personal care through Ayurveda 1949 - Launched Dabur Chyawanprash in tin pack 1957 - Computerisation of operations initiated 1970 - Entered Oral Care & Digestives segment 1972 - Shifts base to Delhi from Calcutta 1978 - Launches 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 1996 - Enters foods business with the launch of Real Fruit Juice 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 2001 - Super specialty drugs 2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4 crore 2003 - Dabur demerges Pharmaceuticals business 2007 - Celebrating 10 years of Real 2007 - Dabur Foods merged with Dabur India 2008 - Acquires Fem Care Pharma 2009 - Dabur Red Toothpaste joins 'Billion Rupee Brands' club Dabur Red Toothpaste becomes the Dabur's ninth Billion Rupee brand. Dabur Red Toothpaste crosses the billion rupee turnover mark within five years of its launch.

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SUSTAINABILITY REPORT
At Dabur, environment and nature is the lifeline of our business. With a portfolio of Ayurvedic and nature-based products, conservation of nature & natural resources is deep rooted in our organizational DNA, and in every aspect of our ever-growing business. We, at Dabur, have not merely incorporated the concept of sustainability into the core of our business but have, in fact, expanded it to encompass our aspirations and responsibilities to the society and to the environment. It is this concept that inspires us to optimize our business performance to tackle the new and growing challenges of environment and technology. It is a concept on which we aspire to build an organization that will continue to increase value for all our stakeholders for generations to come, through intensive focus on Conservation of Energy and Technology Absorption, along with Health, Safety and Environment Protection.

CONSERVATION OF ENERGY
Dabur has been undertaking a host of energy conservation measures. Successful implementation of various energy conservation projects have resulted in a 13.8% reduction in the Companys energy bill in the 2008-09 fiscal alone. What was noteworthy was the fact that this reduction has come despite an 8-9% volume increase in manufacturing, and an average 11.7% increase in cost of key input fuels. The host of measures key among them being use of bio-fuels in boilers, generation of biogas and installation of energy efficient equipment helped lower the cost of production, besides reduce effluent and improve hygiene conditions & productivity.

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Technology Absorption Dabur has also made continuous efforts towards technology absorption and innovation, which have contributed towards preserving natural resources. These efforts include:

Minimum use of water in process by pre-concentration of herbal extract and reduction in concentration time Uniform heating in VTDs by hot water as against steam earlier, resulting in 30% reduction in bulk wastage by using non-stick coating and formulation change Improvement in water treatment plant through introduction of RO (Reverse Osmosis) system for DM water, reutilization of waste water from pump seal cooling and RO reject waste-water management Introduction of water efficient CIP system with recycling of water in fruit juice manufacturing Development of in-house technology to convert fruit waste into organic manure by using the culture Lactobacilus burchi

The Company has achieved a host of significant benefits in terms of product improvement, cost reduction, product development, import substitution, cleaner environment and waste disposal, amongst others.

HEALTH SAFETY & ENVIRONMENTAL REVIEW

Renewing the commitment to Health Safety and Environment, Dabur has formulated a policy focusing on People, Technology and Facilities. A dedicated Safety Management Team has also been put in place to work towards the prevention of untoward incidents at the corporate and unit level, besides educate & motivate employees on various aspects of Health, Safety and Environment.

The Company is also continuously monitoring its waste in adherence with the pollution control norms. In pursuance of its commitment towards the society, efforts have also been initiated to conserve and maintain the ground water level. The efforts include implementation of rainwater harvesting, which has delivered encouraging results and has put the company on the path to becoming a Water-Positive Corporation. Dabur also initiated a Carbon Foot Print Study at the unit level with an aim to become a carbon positive Company in years to come. At Dabur, we are committed to sustainable development throughout our diverse operations. And, we will strive to translate the good intentions into concrete and lasting results, contributing to the ultimate
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good of the society.

IT INITIATIVES
At Dabur India Limited, knowledge and technology are key resources which have helped the Company achieve higher levels of excellence and efficiency. Towards this overall goal of technology-driven performance, Dabur is utilizing Information Technology in a big way. This will help in integrating a vast distribution system spread all over India and across the world. It will also cut down costs and increase profitability.

Our major IT Initiatives

Migration from Baan and Mfg ERP Systems to centralized SAP ERP system from 1st April 2006 for all business units. Implementation of a country wide new WAN Infrastructure for running centralized ERP system. Setting up of new Data Centre at KCO Head Office. Extension of Reach System to distributors for capturing Secondary Sales Data. Roll out of IT services to new plants and CFAs.

Future Challenges

Forward Integration of SAP with Distributors and Stockists. Backward Integration of SAP with Suppliers. Implementation of new POS system at Stockist point and integration with SAP-ERP. Implementation of SAP HR and payroll. SAP Roll-out to DNPL and other new businesses.

MARKET RESEARCH
Market research is a process to find out the specific problem and opportunities. it may also use for a product-preference test, a sales forecast or an advertising evaluation. we define market research as the systematic design, collection, analysis, and reporting of

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data and findings relevant to a specific marketing situation facing by a company . In other words the activities undertaken by an organization to determine the nature of its customers and competitors, as well as the demand for its products or services along with the features that customers prefer in similar products or services.

MARKET RESEARCH PROCESS(HOW DONE MARKET RESEARCH )

DEFINE THE RESEARCH PROBLEM

DEVELOP THE RESEARCH PLAN

COLLECT THE INFORMATION

ANALYZE THE INFORMATION

PERCENT THE FINDINGS

MAKE THE DECISION

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STEP-1(DEFINE RESEARCH PROBLEM):Dabur India Ltd. has a big product line of home made (cooking pastes and purees) and other items which mostly uses in Indian kitchen. The research problem is to find out the market share, competitors of Dabur in same product line and also find out market size for all the products to which they have lunched. They are also planning to launch some products such as mango pulp, tomato paste, snack dressing etc so that also need to find out market size for these products and leading organizations in this product line.

STEP-2 (DEVELOP THE RESEARCH PLAN):

DATA SOURCE: - data source is primary data and sample size was one

hundred fifty. Primary data was collected through survey questionnaire because survey are the best suited for the descriptive research. it is used to learn about peoples knowledge, beliefs, preference and satisfaction.

RESEARCH INSTRUMENTS:-The instrument that I used in my

research was questionnaire.

SAMPLING PLAN:-

SAMPLING UNIT:-I include to all those institutions (hotels and restaurants) in my sampling unit who has its own store to cater the facilities to inside and outside visitors.

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SAMPLE SIZE:-The sample size was one hundred fifty.

STEP-3(COLLECT THE INFORMATION)

I was collect the information through the questionnaire. And after collecting the relevant information store it in excel format.

STEP-4(DATA ANALYSIS):Now i am going to have a inside of my research

DATA ANALYSIS FOR MY RESEARCH PROJECT

PRODUCT CORN FLOUR
BRAND USING ANALYSIS OF CORNFLOUR BRAND NAME WEEKFIELD BEE GEE INDIA (THREE BIRDS) SHREE FOODS LEMELA NEATURE BROWN ANDPOLSION DABUR NOT USING TOTAL NO. OF ACCOUNTS USE 77 43 9 7 1 1 10 2 150

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FINDINGS AND RECOMMENDATIONS FOR CORNFLOUR

After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are seven (7) brands available in market named as

WEEK FIELD :week field is the market leader with share of fifty one (51%) percent. more then 50 percent market is captured by week field.

BEE GEE INDIA (THREE BIRDS):-it is the second brand in the market with twenty nine (29%) percent market share. it is the market challenger with 29 percent market share. it is local brand of jaipur .

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SHREE FOODS:-it is catered by shree foods ltd. it is also local brand of jaipur. it has six (6%) percent market share.

DABUR (NATURES BEST):-it has seven (7%) percent market share.

LEMELA:-it has five (5%) percent market share.

BROWN & POLSON:-it has captured one (1%) percent market.

NEATURES:-it has one (1%) market share .

NOT USING: - there are two (2%) accounts who dont use corn flour.

RECOMMENDATIONS:

As far as I thing there is no problem in the quality of Dabur corn flour because at the time of data collection I asked no. of questions to users in terms of quality, rate and pack size. According to some users it is little bit expensive. Peoples are not aware about Dabur corn flour. We require to do advertisement and marketing.

MARKET SIZE ANALYSIS

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT

NO. OF ACCOUNTS
148 2
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USING TOTAL SAMPLE SIZE

150

FINDINGS: According to market research findings there are ninety (99%) percent institutions are using corn flour and there is only one (1%) percent institutions are not using corn flour. If we talk about the consumption, there is no more consumption. Two and three big institutions are using more than 100kg corn flour ,remaining all institutions are using 20-30 kg corn flour.

PACK SIZE (USED) ANALYSIS OF CORNFLOUR

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AVAILABLE PACK SIZE 1 KG 2 KG 5 KG NOT USING TOTAL

NO. OF ACCOUNTS USING 109 22 17 2 150

FINDINGS:

According to pack size (used) analysis there are seventy three (73%) percent institutions are using pack size of one (1) kg.

Fifteen percent institutions are using pack size of two (2) kg. Eleven percent institutions are using pack size of five (5) kg.

RECOMMENDATION:

According to research findings most of institutions are using one (1) kg pack size thats why we should produce one (1) kg pack size more. Because they takes small pack size from store on daily bases.

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BRAND USING ANALYSIS OF LEMONEEZE

BRAND NAME LEMONEEZE(DABUR ) ROYAL BURTON LIMECARDILE USING FRESH LEMONS TOTAL NO. OF ACCOUNTS USE 3 1 2 146 152

FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are three (3) brands available in market named as-

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LEMONEEZE (DABUR):-it has two (2%) market share. ROYAL BURTON:-it has one (1%) market share. LIMECARDILE:-it also has one (1%) market share, people are aware about this product. it uses as complimentary. USING FRESH LEMONS:-approximately ninety six (96%) percent institutions are using fresh lemons. It is mostly used in summers (April to June )

PACK SIZE(USED)ANALYSIS OF LEMONEEZE

AVAILABLE PACK SIZE
250 ML 750 ML 1 LTR NOT USING (USING FRESH LEMONS ) TOTAL

NO. OF ACCOUNTS USING

2 3 1 144 150

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FINDINGS:According to analysis there are different sizes (250,750 ml & 1 liter) are available in market. The pack size of lemoneeze is not required to change.

MARKET SIZE ANALYSIS OF LEMONEEZE

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

NO. OF ACCOUNTS
6 144

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TOTAL SAMPLE SIZE

150

FINDINGS: According to research finding there are only four (4%) percent institutions are using lemoneeze and ninety six (96%) percent institution are using fresh lemons. The market is not potential for this type of product because it is mostly used by big institutions. it can be introduce in only big institutions. People are more habitual to use fresh lemons. People are not aware about this product thats why we required to do advertisement and approaching to big institution.
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BRAND USING ANALYSIS OF CAPSICO

BRAND NAME CAPSICO TABASCO NOT USING TOTAL NO. OF ACCOUNTS USE 28 32 90 150

FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are two (2) brands available in market named as

CAPSICO:-it has nineteen (19%) percent market share and there is no problem in terms of quality and rate. TABASCO:-it has twenty one (21%) percent market, it is the competitor of capsico (Dabur).

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It is mostly used by star category institution thats why we need it approach in big institution.

There are two brands available in market and having same pack size(60ml)

PACK SIZE(USED)ANALYSIS OF CAPSICO

AVAILABLE PACK SIZE THE EXISTING BRANDS ARE HAVING SAME PACK SIZE (60 ML). NO. OF ACCOUNTS USING

MARKET SIZE ANALYSIS OF CAPSICO

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 60 90 150

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FINDINGS:

According to research findings if we talk about the market size, there is the forty (40%) percent market is potential to buy capsico. other remaining institution are not using product like capsico. we need to approach in big institution (star category).

BRAND USING ANALYSIS OF COCONUT MILK

BRAND NAME THAILAND(king thai) DABUR CHOCO CHAOCOH(IMPORTED) CANZ NESTLE NOT USING TOTAL NO. OF ACCOUNTS USE 4 9 1 10 4 2 120 150

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FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as

THAILAND (KING THAI):-it is the imported brand from Thailand. it has one (1%) percent market share. DABUR:-it is the second popular brand in market with the six (6%) percent market share. CHOCO:-it has one (1%) market share. CHAOCOH (IMPORTED):-it is also imported brand and it is the first popular brand with seven (7%) market share.

CANZ:-it is the third popular brand with three (3%) market share.

NESTLE:-it has one (1%) percent market share.

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MARKET SIZE ANALYSIS OF COCONUT MILK

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 30 120 150

FINDINGS :

If we talk about the market size of coconut milk than there are only twenty (20%) percent institution which is using coconut milk and eighty (80%) institutions are not using coconut milk, most of institutions are using coconut cream and coconut powder. According to feedback it is used in preparing sea food.

PACK SIZE(USED) ANALYSIS OF COCONUT MILK

AVAILABLE PACK SIZE NO. OF ACCOUNTS USING
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200 ML 400 ML 1 KG NOT USING TOTAL

9 19 2 120 150

FINDINGS:-

The coconut milk is available in different-2 pack size (200,400ml &1kg) and pack type is also different. Some companies have introduced it in tetra pack and some companies also introduced in tin packing.

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BRAND USING ANALYSIS OF HONEY

BRAND NAME DABUR MARRY FOODS NOT USINS TOTAL NO. OF ACCOUNTS USE 134 2 13 149

FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are two (2) brands available in market named as

REAL HONEY (DABUR):-Real honey (Dabur) is the market leader with the ninety (90%) percent market share. Most of the market is captured by Dabur honey. There is no complained in terms of quality and rate. but now the share of Dabur honey is decreasing day by day, due to some reason36

 size less than 500 Grm (institutional).

There is no pack

Now days institutions has started using small pack size(15 grm) it is known as Honey on the table. HONEY(MARRY FOODS-MUMBAI):-It is the new emerging company and catering small honey pouch packing known as HONEY ON THE TABLE .it has captured one (1%)percent market share.

MARKET SIZE ANALYSIS OF HONEY

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 137 13 150

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FINDINGS:According to research findings ninety one (91%) percent institutions are using honey. There are only nine (9%) percent institution are not using honey. Thats why the ninety percent market is potential.

PACK SIZE(USED) ANALYSIS OF HONEY

AVAILABLE PACK SIZE
250 GRM 500 GRM 15 GRM(HONEY ON TABLE POUCHE ) 1 KG N0T USING TOTAL

NO. OF ACCOUNTS USING

1 40 1 95 13 150

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RECOMMENDATION:There is no problem in terms of packing type and packing size but according to market share analysis the market share of real honey (Dabur) Is decreasing day by day. Because there is a pack size of 15grm pouch (Honey on the table) is launched by marry foods LtdMumbai and institutions are more interested to use it. So to maintain the market share we also need to launch this type of pack size.

BRAND USING ANALYSIS OF TOMATO PUREE

BRAND NAME
KAYTIS GOLDEN CROWN DABUR(NATURES BEST ) NOGA FRUTINS 39

NO. OF ACCOUNTS USE

39 26 2 8 19

TOPS KISSAN MORTAN MID LAND GURUJI NOT USING TOTAL

8 2 7 3 2 34 150

FINDINGS AND RECOMMENDATION

After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as-

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KAYTIS:-It is the market leader with twenty three (23%) percent market share. It is the most popular brand in the market.

GOLDEN CROWN:-It is the market challenger with seventeen (17%) percent market share. It is the second most preferred brand in the market.

NEATURS BEST (DABUR):-It has two (2%) percent market share

NOGA:-It has five (5%) percent market share.

FRUTINS:-It has thirteen (13%) percent market share.

TOPS:-It has five (5%) percent market share.

KISSAN:-it has one (1%) percent market share.

MORTAN: - it has five (5%) percent market share.

MID LAND: - it has two (2%) percent market share.

GURUJI: - it has one (1%) percent market share.

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NOT USING:-There are approximately twenty three (23%) percent institutions are not using tomato puree. They prefer to use fresh tomatoes.

RECOMMENDATION:During the data collection I found that our tomato puree (Dabur) is little bit expensive and others brands are available between 35-40 rupees. Our competitor golden crown is selling tomato puree at the rate of forth rupees(40).

PACK SIZE(USED)ANALYSIS OF TOMATO PUREE

AVAILABLE PACK SIZE
825 GRM 850 GRM NOT USING TOTAL

NO. OF ACCOUNTS USING

77 39 34 150

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FINDINGS:According to pack size (used) analysis there are two pack size (825 & 850 GRM) available in the market. Eight hundred twenty five (825 GRM) pack size is the standard pack size available in the market. Some institutions are also using pack size of 850 grm.

MARKET SIZE ANALYSIS OF TOMATO PUREE

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
116 34 150

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FINDINGS:According to research findings the seventy seven (77%) percent institutions are using tomato puree and there is twenty three (23%) percent institutions are not using tomato puree because they prefer to use fresh tomatoes.

BRAND USING ANALYSIS OF TOMATO PASTE

BRAND NAME
P&R NOT USING TOTAL

NO. OF ACCOUNTS USE

10 140 150

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FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there is only (1) brands available in market named as-

P&R:-There is only one brand available in the market and there is only seven
(7%) percent institutions are using tomato paste. the most of institutions are not using tomato paste because there is no requirement of tomato paste and if required than they prepare by using fresh tomatoes.

PACK SIZE(USED)ANALYSIS OF TOMATO PASTE

AVAILABLE PACK SIZE NO. OF ACCOUNTS USING MOST OF INSTITUTIONS ARE NOT USING TOMATO PASTE AND THE ONLY EXISTING BRAND HAVING 3 KG (TIN) PACK SIZE

MARKET SIZE ANALYSIS OF TOMATO PASTE

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
10 140 150

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FINDINGS:According to market size analysis there are only seven (7%) percent institution

are using tomato paste and ninety three (93%) percent institutions are not using tomato paste. Thats why the market is not potential for this type of product.

BRAND USING ANALYSIS OF SNACK DRESSING

BRAND NAME
NESTLE KISSAN HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING TOTAL

NO. OF ACCOUNTS USE

10 2 4 5 1 128 150

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FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as

NESTLE: - it has KISSAN: - it has HEINZ: - it has CROSS BLACK & &

seven (7%) percent market share.

one (1%) percent market share.

three (3%) percent market share.

BLACKWELL: - it has three (3%) percent market share.

BARRIES: - it has one (1%) percent market share.

NOT USING: - it

has eighty five (85%) percent market share.

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PACK SIZE (USED)ANALYSIS OF SNACK DRESSING

AVAILABLE PACK SIZE
200 ML 1 KG 1.2 KG NOT USING TOTAL

NO. OF ACCOUNTS USING

4 6 12 128 150

FINDINGS:After analyzing the data there are different pack size (200ml, 1&1.2kg) available in the market. Most of companies prefer 1.2kg (bottle) pack size.

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MARKET SIZE ANALYSIS OF SNACK DRESSING

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
22 128 150

FINDINGS:

According to research findings only fifteen (15%) percent institutions are using snack dressing and eighty five (85%) percent institutions are not using snack dressing.

But according to data findings I cant say that market is not potential but most of institutions use tomato ketchup and other alternatives at the requirement of snack dressing.
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BRAND USING ANALYSIS OF TOMATO KETCHUP

BRAND NAME
NESTLE KISSAN PINKS MAGGI TOPS HALLS HEINZE RACY GOLDEN CROWN CROSS WELL KAYTIS TOTAL

NO. OF ACCOUNTS USE

16 30 21 33 10 3 4 15 8 7 3 150

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FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as

NESTLE: - It

has ten (10%) percent market share.

KISSAN: - It has

twenty (20%) percent market share.

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PINKS: - It has

fourteen (14%) percent market share.

MAGGI: - It is

the market leader with twenty two (22%) percent market share.

TOPS:- It has

seven (7%) percent market share.

HALLS: - It has

two (2%) percent market share.

HEINZE: - It

has three (3%) percent market share.

RACY: - It has

ten (10%) percent market share.

GOLDEN

CROWN: - It has five (5%) percent market share.

CROSS WELL:

- It has five (5%) percent market share.

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KAYTIS: - It has

two (2%) percent market share.

PACK SIZE(USED)ANALYSIS OF TOMATO KETCHUP

AVAILABLE PACK SIZE
1 KG 1.2 KG(KISSAN) TOTAL

NO. OF ACCOUNTS USING

120 30 150

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FINDINGS:After analyzing the data there is different pack size (1&1.2kg) available in the market. Most of companies prefer 1kg (bottle) pack size. kissan has introduced 1.2kg pack size as institutional pack size but most preferred pack size is 1 kg.

MARKET SIZE ANALYSIS OF TOMATO KETCHUP

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
150 0 150

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FINDINGS:After analysis the data I found that there is not a single institution which is not using tomato ketchup. The market is (100%) potential.

BRAND USING ANALYSIS OF PINEAPPLE SLICES

BRAND NAME
KAYTIS GOLDEN CROWN 55

NO. OF ACCOUNTS USE

52 25

FRUTINS NOGA MIDLAND NATURAL MORTAN TOP'S DABUR KISSAN NOT USING TOTAL

27 7 3 1 6 11 1 1 16 150

FINDINGS:-

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After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as

KAYTIS: - It has

thirty four (34%) percent market share.

GOLDEN CROWN: - It has seventeen (17%) percent market share.

FRUTINS: - It has

eighteen (18%) percent market share.

NOGA: - It has

five (5%) percent market share.

MID LAND: - It

has two (2%) percent market share.

NATURAL: - It

has one (1%) percent market share.

MORTAN: - It has

four (4%) percent market share.

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TOPS:-

It

has

seven (7%) percent market share.

DABUR: - It has

one (1%) percent market share.

KISSAN: - It has

one (1%) percent market share.

NOT USING: - It

has ten (10%) percent market share.

NOTE:-Most of institutions are prefer to use pineapple slice (tin pack).They

dont prefer to use fresh pineapple.

PACK SIZE(USED)ANALYSIS OF PINEAPPLE SLICES

AVAILABLE PACK SIZE NO. OF ACCOUNTS USING

ALL EXISTING BRAND HAVING SAME PACK SIZE = 850 Grm

MARKET SIZE ANALYSIS OF PINEAPPLE SLICES

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TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
134 16 150

FINDINGS: According to market size analysis there are eighty nine (89%) institutions are using pineapple slice and only eleven (11%) institutions are not using pineapple slice. Thats why I can say that the market is potential for pineapple slice.

Most of institutions are prefer to use pineapple slice (tin pack).

BRAND USING ANALYSIS OF FRUIT COCKTAIL

BRAND NAME
KAYTIS GOLDEN CROWN NOGA FRUTINS

NO. OF ACCOUNTS USE

46 25 4 28 59

TOP'S MIDLAND MORTAN DABUR NATURAL NOT USING TOTAL

10 4 6 1 1 25 150

FINDINGS:-

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After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as

KAYTIS: - It has

thirty one (31%) percent market share.

GOLDEN CROWN: - It has seventeen (17%) percent market share.

NOGA: - It has

two (2%) percent market share.

FRUTINS: - It has

ninteen (19%) percent market share.

TOPS:-

It

has

seven (7%) percent market share.

MIDLAND: - It

has two (2%) percent market share.

MORTAN: - It has

four (4%) percent market share.

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NATURES BEST

(DABUR):- It has one (1%) percent market share.

NATURAL: - It

has one (1%) percent market share.

NOT USING: - It

has seventeen (17%) percent market share.

PACK SIZE (USED )ANALYSIS OF FRUIT COCKTAIL

AVAILABLE PACK SIZE
840 Grm 850 Grm NOT USING TOTAL

NO. OF ACCOUNTS USING

100 25 25 150

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FINDINGS:According to pack size (used) analysis there are two pack sizes (840 & 850 grm) available in the market. The pack size of 840 grm is preferred more by companies rather than 850 grm.

MARKET SIZE ANALYSIS OF FRUIT COCKTAIL

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
125 25 150 63

FINDINGS:At the behalf of findings I can say that the eighty three (83%) percent institutions are potential to buy fruit cocktail and only seventeen (17%) percent institutions are not potential to buy fruit cocktail, thats why the market is potential for buying fruit cocktail.

BRAND USING ANALYSIS OF MANGO PULP

BRAND NAME
KAYTIS 64

NO. OF ACCOUNTS USE

28

NOT USING (USING FRESH MANGOES OR NOT) TOTAL

122 150

FINDINGS:

According to research findings there is only one brand catered by kaytis foods Ltd. Nineteen (19%) percent institutions are there which is using mango pulp and other remaining eighty one (81%) percent institutions are not using mango pulp.

Most of institutions prefer to use fresh mangoes and there is no more requirement of mango pulp.

PACK SIZE ANALYSIS OF MANGO PULP

AVAILABLE PACK SIZE NO. OF ACCOUNTS USING

ONLY ONE BRAND EXISTS IN THE MARKET HAVING PACK SIZE OF 840Grm
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MARKET SIZE ANALYSIS OF MANGO PULP

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
28 122 150

FINDINGS: According to research findings there is only nineteen (19%) percent institutions are using mango pulp and remaining eighty one (81%) percent institutions are not using mango pulp. Thats why according to my opinion the market is not potential for mango pulp. According to users opinion the requirement of mango pulp is no more and if some time there is required then they prefer to use fresh mangoes.

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BRAND USING ANALYSIS OF KEORA

BRAND NAME
DABUR NOT USING TOTAL

NO. OF ACCOUNTS USE

133 17 150

FINDINGS: If we talk about the keora water, there is eighty nine (89%) percent institutions are using keora water and remaining eleven (11%) percent institutions are not using. 0nly Dabur is there to cater keora water. People are brand loyal of rose & keora water cater by Dabur.

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PACK SIZE (USED)ANALYSIS OF KEORA

AVAILABLE PACK SIZE THERE IS ONLY ONE BRAND (DABUR KEORA ) AVAILABLE IN MARKET HAVING PACK SIZE -250 ML. NO. OF ACCOUNTS USING

MARKET SIZE ANALYSIS OF KEORA

TYPES OF ACCOUNTS
NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
133 17 150

FINDINGS:68

 According to market size analysis eighty nine (89%) percent institutions are using keora water and remaining others are not using keora water. Each and every institution are using keora water may be they are using in less quantity.

It is used for fragrance to preparing rice, Biryani etc.

CONCLUSION AND RECOMMENDATIONS

There is no complained in terms of quality, pack type and pack size. People/institutions are not aware about Dabur (homemade) products. According to my opinion our products is little bit expensive rather than our competitor. If we want to go further and want to increase our market share, we have to do marketing and advertisement also.

According to my opinion we should recruit individual DISTRIBUTERS. Question rise-but why because our distributer is also having distributer ship of golden crown, nestle, amul, red bull etc. There is no problem from them which is catering to different segment AND different product line but if we talk about the golden crown, it is catering same product line and same segment. When our distributer gives price list in any institution then he gives both- (Dabur & golden crown) and final call converts for golden crown in maximum cases because the products of golden crown is little bit chipper rather than Dabur products. And there is no problem in terms of quality, pack type and pack size etc.

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 If it is not possible than marketing for Dabur product should be separately.

EFFECTIVE SALES PROCESS (model):To make sales effective the following process should be follow:

NEED RECOGNIZATION:-first we required to recognizing the need of consumers, what actually they want to buy. FORMULATE SOLUTION:-Than find out the alternate solutions and choose the best one. CLOSE THE SALES:DELIVER AND EVALUATE:-Deliver and evaluate that, it is sufficient to satisfy the need and wants of consumers. ESTABLISH RELATIONSHIP:-Make relationship and maintain to that.

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ABOUT INSTITUTIONAL SALES

Intuitional Sales is similar as corporate sales, here we products/Services/Solutions to other organizations. its also called B2B Sells. sell

For an eg. we sell one AC to a customer for his personel uses its B2C Selling, where as in instituional sales we sell in bulk quantities for eg. Selling 300-1000 AC to one new opening hotel. Institutional Sales does not involve the channel of dealers/distributors, its the direct sales for company to company Dabur Foods Ltd, the foods and beverage arm of FMCG major Dabur india Ltd, in an ffort to increase its focus on the food services market has launched various new products catering specifically to institutional channels. "We have recently launched four new products pineapple slices, fruit cocktail, tomato puree & corn flour. these products have been launched under Dabur's Nature Best brand that exclusively caters to the food services sector. The company is looking at developing its product portfolio by foraying into products such as tomato-based dressings for snacks, other sauces and dips. The company already caters to Jet Airways, Kingfisher Airlines, the India Hotels Company and the Oberoi group of hotels and resorts, amongst others. "The market for institutional sales of beverages is about Rs 110 crore, where we already have about 50 per cent market share through the sales of our juice brand Real. Dabur Foods, a 100% subsidiary of Dabur India Ltd, is now focusing on institutional sales in a big way. Though retail sales still rules the roost (75% of the sales comes from this segment), the institutional pie is clocking faster growth rates. The latter is growing at 45% per annum whereas the former is growing at 35%. Says Amit Burman, ED, Dabur India Ltd, "The institutional segment will be a growth driver for us in the near future." Keeping this in mind, the company recently partnered with Cafe Coffee Day and launched Real Fruit fusion, a range
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of smoothies with the Real fruit juice being a core ingredient. The food major has invested Rs 15 lakh in this project.

INSTITUTIONAL SALES CHANNELS OF DABUR INDIA LTD.

INSTITUTION
RESTAURANT

RETAILERS

MORDEN

BIG MALLS
HOTELS RESORTS AIR LINES
CORPORATE OFFICES

BIBLIOGRAPHY

http://www.Dabur.com http://www.google.co.in/ http://www.just-food.com

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http://www.thehindubusinessline.com http://www.imcri.org http://www.scribd.com

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