PROJECT REPORT ON

“PRODUCT POSITIONING AND

BRAND PROMOTION IN
INSTITUTIONS”
DABUR INDIA LTD.
BANGALORE

SUBMITTED BY
ABHISHEK SINGH
SUBMITTED TO
MR JAYADEVA S TURMARI
INSTITUTE OF BUSINESS MANAGEMENT &
TECHNOLOGY
#298, 100ft. Ring Road, 4th
Phase,
7th Block, Banashankari, 3rd Stage,
Bangalore- 560085
Batch:-2008-2010

2
 “A PROJECT REPORT ON “BRAND PROMOTION IN
INSTITUTIONS”

A PROJECT REPORT SUBMITTED TO INSTITUTE OF BUSINES

MANAGEMENT & TECHNOLOGY (IBMT) IN PARTIAL
FULFILLMENT OF THE AWARD OF THE DEGREE OF Post
Graduate Diploma in Management (PGDM).

SUBMITTED BY
ABHISHEK SINGH
UNDER THE GUIDENCE OF
COLLEGE GUIDE
COMPANY GUIDE
Prof. VKLV KUMAR
MR.JAYADEV S TURMARI
MARKETING FACULTY
BDO (DABUR INDIA)

INSTITUTE OF BUSINESS MANAGEMENT &

TECHNOLOGY
3
 BANGALORE-560085
Batch:- 2008-2010

INDEX
Sl. No. Topic Page
No.
1 INTRODUCTION OF PROJECT 1
2 INDEX 2
3 ACKNOWLEDGEMENT 4
4 DECLARATION 5
5 EXECUTIIVE SUMMARY 6
6 INDIAN FMCG INDUSTRYY 9
7 SCOPE OF THE INDIAN FMCG INDUSTRY 10
8 DABUR INDIA LTD. (PROFILE) 11
9 BURMAN FAMILY TREE 13
10 HISTORY OF DABUR INDIA 14
11 ACCOLADES-2009-10 16
12 CEIO OF DABUR INDIA 17
13 BOARD OF DIRECOTRS 18
14 DABUR WORLD WIDE-I 20
15 DABUR WORLD WIDE-II 21
16 MANUFACTURING FACILITIES IN INDIA 23
17 DABUR GROUPS 24
18 SWOT ANALYSIS OF DABUR INDIA 25
19 DABUR FOODS LTD.(PROFILE) 27
4
20 DABUR VISION,MISSION,CORE VALUES 28
21 BRIEF ABOUT REAL BRAND 29
22 BRIEF ABOUTACTIV BRAND 30
23 BRIEF ABOUT HOMEMADE BRAND 31
24 BRIEF ABOUT NATURE’S BEST BRAND 32
25 SALES,PROFIT,EBITDA(INCLUDING RETAIL) IN 33
08-09
26 SALES,PROFIT,EBITDA (EXCLUDING RETAIL) IN 34
08-09
27 SALES GROWTH,REVENUE OF DIVISIONS IN 08- 35
09
28 REVENUE OD CCD IN 08-09 36
29 FINDINGS 37
30 MY PERCEPTION REGARDING THE PROJECT 38
31 ANNEXURE 39
32 BIBLIOGRAPHY 40

5
 ACKNOWLEDGEMENT
DABUR INDIA PROJECT WOULD BE INCOMPLETE WITHOUT THE MENTION
OF PEOPLE, WHO MADE IT POSSIBLE, WHOSE CONSTANT GUIDANCE
AND ENCOURAGMENT CROWN ALL EFFORTS WITH SUCCESS.

MY RESPECTIVE THAN TO MR. JAYADEV S TURMARI, BUSINESS

DEVELOPMENT OFFICER AT DABUR, DOMLUR, BANGALORE FOR
ALLOWING ME TO DO THE PROJECT IN THEIR ORGANISTION & SPARING
THEIR VALUABLE TIME & KNOWLEDGE, INCLUDING KEEN INTEREST &
GUIDING ME AT EVERY STAGE OF THIS PROJECT. WITHOUT THEIR
SUPPORT THIS REPORT WOULD NOT HAVE REACHED THIS STAGE.

MY RESPECTIVE THANKS TO VKLV KUMAR, MARKETING FACULTY, IBMT,

BANGALORE.

I ALSO EXPRESS MY DEEP GRATITUDE TO MY FAMILY & FRIENDS,

WITHOUT WHOSE COOPERATION THIS REPORT WOULD NOT HAVE BEEN
POSSIBLE.

6
 ABHISHEK SINGH

DECLARATION

I HEREBY DECLARE THAT THIS PROJECT ENTITLED “BRAND PROMOTION

IN INSTITUTIONS” AT DABUR INDIA LTD, BANGALORE IS SOLEMNLY
PREPARED BY ME WITH MY SINCERE EFFORTS FOR THE ACADEMIC YEAR
2008-2010.

I ALSO DECLARE THAT THIS PROJECT HAS NOT BEEN SUBMITTED TO

ANYOTHER UNIVERSITY OR INSTITUTION.

Place:-
Date:- ABHISHEK SINGH

7
 EXECUTIVE SUMMARY
1- STUDENT INFORMATION

• NAME :- ABHISHEK SINGH

• ID NO:- (JD- 087)

• CONTACT NO :- 09739007093
• E-MAIL ID :- abhi08.vns@gmail.com

• COURSE NAME :- PGDM

• SPECIALIZATION :- MARKETING

1- PROJECT DETAILS
• TITLE OF THE PROJECT:- BRAND PROMOTION IN INSTITUTIONS.

• OBJECTIVE OF THE PROJECT:- THE PROJECT WHICH WAS GIVEN TO

ME, TO PROMOTE THE DABUR INDIA JUICES(REAL JUICES, ACTIV
JUICES, HOMEMADE & NATURE’S BEST) IN THE INSTITUTIONS. MR.
JAYADEV S TURMARI WAS MY MENTOR.

BEFORE ENTERING TO MARKET, I HAD TO TAKE THE

APPOINTMENT FOR MEETING TO THE CONCERN PERSON &
ACCORDING TO THAT APPOINTEMENT I HAD TO MEET THEM
REGARDING MY PROJECT IN THEIR OFFICE ].

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 1- METHODOLOGY USED
• DIRECT MARKET RESEARCH

• QUESTIONNAIRE METHOD
• INTERVIEW METHOD

1- ORGANIZATION

• NAME OF THE COMPANY :- DABUR INDIA LTD. BANGALORE

• TITLE OF THE PROJECT :- BRAND PROMOTION AND POSITIONING

IN INSTITUTIONS.

• COMPANY GUIDE :- MR. JAYADEV TURMARI

• E-MAIL ID :- jayadev.turmari@rediffmail.com

KEY RESULT AREAS:-

• KNEW THE DABUR PRODUCTS

• KNEW THE MARKET SEGMENT OF DABUR

• KNEW THE GROWTH OF DABUR IN FMCG INDUSTRY

• KNEW THE DIFFERENT SECTOR OF DABUR

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LEARNING DURING THE PROJECT:-
DURING MY PROJECT, I LEARNED SO MANY THINGS .THE WORKING
ENVIRONMENT OF THE COMPANY GAVE ME AN OPPORTUNITY TO
WORK LIKE A PROFESSIONAL AS A PART OF DABUR INDIA LTD.,
WHICH GAVE ME GOOD EXPERIENCE. I GOT IMMENSE KNOWLEDGE
LIKE, ABOUT THE MARKET, ABOUT THE IN DABUR INDIA, ABOUT OUR
COMPETITORS ETC.

VALUE ADDITION TO THE ORGANIZATION:-

• INCREASED THE SALES OF THE COMPANY WHICH RESULTED IN

INCREASE REVENUE FOR THE COMAPANY.

• PROMOTE & REFRESHD GOODWILL OF THE COMPANY WITH

POTENTIAL CLIENTS.

• ESTABLISHED DABUR BRAND OFFERING QUALITY PRODUCTS ON

REASONALBLE PRICES.

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 INDIAN FMCG INDUSTRY

THE INDIAN FMCG SECTOR IS THE FOURTH LARGEST IN THE ECONOMY &
HAS A MARKET SIZE OF US $13.1 BILLION.IT HAS A STONG MNC PRESENCE
AND IS CHARACTERIZED BY WELL- ESTABLISHED DISTRIBUTION NETWORKS,
AS WELL AS INTENSE COMPETITION BETWEEN THE ORGANISED &
UNORGANISED SEGMENTS ARE THE CHARACTRRISTICS OF THIS SECTOR.
FMCG IN INDIA HAS A STRONG & COMPETITIVE MNC PRESENCE ACROSS
THE ENTIRE VALUE CHAIN. IT HAS BEEN PREDICTED THATTHE FMCG
MARKET WILL REACH TO US $ 33.4 BILLION IN 2015 FROM US $ 11.6 BILLION
IN 2003. THE MIDDLE CLASS & THE RURAL SEGMENTS OF THE INDIAN
POPULATION ARE THE MOST PROMISING MARKET FOR FMCG & GIVE BRAND
MAKERS THE OPPORTUNITY TO CONVERT THEM TO BRANDED PRODUCTS.
MOST OF THE PRODUCT CATEGORIES LIKE JAMS, TOOTHPASTE SKIN CARE,
SHAMPOOS ETC. IN INDIA IS LOW INDICATING THE UNTAPPED MARKET
POTENTIAL.

GROWTH IS ALSO LIKELY TO COME FORM CONSUMERS ‘UPGRADING’ IN

THE MATURED PRODUCT CATEGORIES. WITH 200 MILLION PEOPLE
EXPECTED TO SHIFT TO PROCESSED & PACKAGED FOOD BY 2010, INDIA
NEEDS AROUND US $ 28 BILLION OF INVESTMENT IN THE FOOD-
PROCESSING INDUSTRY. THE INDIAN FMCG INDUSTRY IS EXPECTED TO
GROW 16% DURING 2008-09 WITH DISPOSABLE INCOME, CHANGING
LIFESTYLE AND RAPID URBANIZATION. APART FROM THIS, INDIA IS RAPIDLY
CHANGING INTO AN URBAN COUNTRY & WITH THAT PEOPLE’S PREFERENCE
FOR LIFE STYLE PRODUCTS ARE GROWING. HENCE, THE INDIAN FMCG
INDUSTRY IS EXPERIENCING STRONG GROWTH IN SOME CATEGORIES
SUCH AS SKIN CARE, ANTI-AGING SOLUTION, DEODORANTS, FAIRNESS
PRODUCT & MEN’S PRODUCTS.

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 SCOPE OF THE INDIAN FMCG INDUSTRY

THE INDIAN FMCG SECTOR WITH A MARKET SIZE OF US $ 13.1 BILLION IS

THE FOURTH LARGEST SECTOR IN THE ECONOMY. A WELL- ESTABLISHED
DISTRIBUTION NETWORKS, AS WELL AS INTENSE COMPETITION BETWEEN
THE ORGANISED & UNORGANISED SEGMENTS ARE THE CHARACTRRISTICS
OF THIS SECTOR. FMCG SECTOR IS EXPECTED TO GROW BY OVER 60% BY
2010. THAT WILL TRANSLATE INTO AN ANNUAL GROWTH OF 10% OVER A
FIVE PERIOD. IT HAS BEEN ESTIMATED THAT FMCG SECTOR WILL RISE
FROM AROUND RS. 56,500 CRORES IN 2005 TO RS. 92,100 CRORES IN
2010.HAIR CARE, HOUSEHOLD CARE, MALRE GROOMING, FEMALE HYGIENE
& THE CHOCOLATES & CONFECTIONERY CATEGORIES ARE ESTIMATED TO
BE THE FASTEST GROWING SEGMENTS, SAYS AN HSBC REPORT.THOUGH
THE SECTOR WITNESSED A SLOWER GROWTH IN 2002-2004, IT HAS BEEN
ABLE TO MAKE A FINE RECOVERY SINCE THEN.

TOP 10 COMPANIES OF INDIAN FMCG INDUSTRY

S. NO. Companies
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Dabur India
4. GCMMF (AMUL)
5. Nestlé India
6. Asian Paints (India)
7. Cadbury India
8 Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries

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 DABUR INDIA
LTD
PROFILE
DABUR INIDIA LTD IS ONE OF INDIA’S LEADING FMCG COMPANIE WITH
REVENUES OF ABOUT US $ 600 MILLION (OVER RS. 2834 CRORE) & MARKET
CAPITALISATION OF OVER US $ 2.2 BILLION (CLOSE TO RS. 10,000 CRORE).
BUILDING ON A LEGACY OF QUALITY & EXPERIENCE FOR OVER 125 YEARS,
DABUR IS TODAY INDIA’S MOST TRUSTED NAME & THE WORLD’S LARGEST
AYURVEDIC & NATURAL HEALTH CARE COMPANY.

THE 125 YEARS OLD COMPANY, PROMOTED BY THE BURMAN FAMILY, HAD
STARTED OPERATIONS IN 1884 AS AN AYURVEDIC MEDICINES COMPANY.
FROM ITS HUMBLE BEGINNINGS IN THE BYLANES OF CALCUTTA. DABUR
INDIA LTD HAS COME A LONG WAY TODAY TO BECOME ONE OF THE
BIGGEST INDIAN-OWNED CONSUMER GOODS COMPANIES WITH THE
LARGEST HERBAL & NATURAL PRODUCT PORTFOLIO IN THE WORLD. OVER
ALL, DABUR HAS SUCCESSFULLY TRANSFORMEDITSELF 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 & TO ALWAYS SET NEW STANDARDS IN
CORPORATE GOVERNANCE & INNOVATION.

DABUR INDIA IS ALSO A WORLD LEADER IN AYURVEDA WITH A PORTFOLIO

OF OVER 250 HERBAL/AYURVEDIC PRODUCTS. DABUR’S FMCG PORTFOLIO
TODAY INCLUDES FIVE FLAGSHIP BRANDS WITH DISTINCT BRAND
IDENTITIES -- DABUR AS THE MASTER BRAND FOR NATURAL HEALTHCARE
PRODUCTS, VATIKAFOR PREMIUM PERSONAL CARE, HAJMOLA FOR
DIGESTIVES, REAL FOR FRUIT JUICES & BEVERAGES & FEM FOR FAIMESS
BLEACHES & SKIN CARE PRODUCTS.

13
DABUR TODAY OPERATES IN KEY CONSUMER PRODUCTS CATEGORIES LIKE
HAIR CARE, ORAL CARE, HEALTH CARE, SKIN CARE, & HOME CARE &
FOODS. THE COMPANY HAS A WIDE DISTRIBUTION NETWORKS, COVERING
OVER 2.8 MILLION RETAIL OUTLETS WITH A HIGH PENETRATION INBOTH
URBAN & RURAL MARKETS.

DABURS’PRODUCTS ALSO HAS A HUGE PRESENCE IN THE

OVERSEAS MARKETS & ARE TODAY AVAILABLE IN OVER 60
COUNTRIES ACROSS THE GLOBE. ITS BRANDS ARE HIGHLY
POPULAR IN THE MIDDLE EAST, SAARC COUNTRIES, AFRICA, US,
EUROPE & RUSSIA. DABURS’OVERSEASE REVENUES STANDS AT
OVER RS. 500 CRORE IN THE 2008-09 FISCAL, ACCOUNTING FOR
ABOUT 20% OF THE TOTAL TURNOVER.

BURMAN FAMILY TREE

14
15
 HISTORY OF DABUR INDIA
1884 BIRTH OF DABUR

1896 SETTING UP A MANUFACURING PLANT

Early 1900s AYURVEDIC MEDICINES

1919 ESTABLISHMENT OF RESEARCH LABORATORIES

1920 EXPANDS FURTHER

1936 DABUR INDIA (Dr. S.K. Burman)PVT. LTD.

1972 SHIFT TO DELHI

1979 SAHIBABAD FACTORY / DABUR RESEARCH FOUNDATION

1986 PUBLIC LIMITED COMPANY

1992 JOINT VENTURE WITH AGROLIMEN OF SPAIN

1993 CANCER TREATMENT

1994 PUBLIC ISSUES

1995 JOINT VENTURES

1996 3 SEPARATE DIVISIONS

1997 FOODS DIVISIONS / PROJECT STARS

1998 PROFESSIONALS TO MANAGE THE COMPANY

2000 TURNOVER OF RS.1,000 CRORES

2003 DABUR DEMERGES PHARMA BUSINESS

2005 DABUR AQUIRES BALSARA

2005 DABUR announces Bonus after 12 years

2006 Dabur CROSSES $2 BIN MARKET CAP, ADOPTS US GAAP

2006 APPROVES FCCB/GDR/ADR UP TO $200 MILLION

2007 CELEBRATING 10 YEARS OF REAL

2007 FORAY INTO ORGANISED RETAIL

2007 DABUR FOODS MERGED WITH DABUR INDIA

16
2008 ACQUIRES FEM CARE PHARM

DABUR RED TOOTHPASTE JOINS 'BILLION RUPEE BRAND' CLUB

2009

ACCOLADES 2009-10

17
Dabur ranked 25th in Dabur voted by consumers Dabur India Ltd in Forbes Dabur, Amla, Hajmola
the list of India's 100 as fourth Most Liked India's list of '20 Stocks in Most Trusted
Most Valuable Brands Health Brand in India You Must Own' Brands 2009 list

Réal wins Trusted Brand

Gold Award 2009

CEO OF DABUR INDIA

MR. SUNIL DUGGAL TOOK OVER AS THE CHIEF EXECUTIVE OFFICER OF

DABUR INDIA LIMITED IN JUNE 2002, HOLDING REINS OF THE
ORGANIZATION HE JOINED IN 1995.
18
MR. DUGGAL STARTED HIS CAREER AS A MANAGEMENT TRAINEE IN
WIMCO LIMITED IN 1981 AFTER GETTING HIS ENGINEERING DEGREE
(ELECTRICAL & ELECTRONICS) FROM BITS, PILANI, & BUSINESS
MANAGMENT 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 & VATIKA IN HIS PORTFOLIO. THIS
DIVISION SPEARHEADED THE SPECTACULAR GROWTH RECORDED BY
DABUR IN THIS PERIOD. VATIKA WAS ALSO LAUNCHED DURING THIS
PERIOD & IS NOW THE COMPANY’S SECOND BIGGEST BRAND.
WITH HIS DYNAMIC SPIRIT & LEADERSHIP ABILITIES, HE SOON BECOMES
VICE-PRESIDENT& SBU-HEAD OF THE FAMILY PRODUCTS DIVISION. IN JULY
2000 MR. DUGGAL WAS APPOINTED DIRECTOR SALES & MARKETING OF
DABUR INDIA LIMITED, & IN 2002, HE BECAME THE CEO OF THE COMPANY
- A 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 & HANDLED DIVERSE PORTFOLIOS
THAT HAVE HELPED HIM UNDERSTAND THE DYNAMICS OF FMCG
BUSINESSES &, MARKET TRENDS. HE IS WELL VERSED IN THE INTRICACIES
OF INDIA’S REGIONAL DIVERSITIES & CONSUMER NEEDS.
MR. DUGGAL LIVES IN DELHI WITH HIS WIFE & ONE CHILD. WHENEVER HE
GETS A BREAK FROM HIS OFFICAL RESPONSIBILITIES, MR. DUGGAL LIKES
TO SPEND TIME AT HOME WITH HIS FAMILY & AN OCCASIONAL ROUND OF
GOLF.

BOARD OF DIRECTORS
DABUR HAS AN ILLUSTRIOUS BOARD OF DIRECTORS WHO ARE
COMMITTED TO TAKE THE COMPANY TO NEWER LEVELS OF CORPORATE
GOVERNANCE.

19
THE BOARD COMPRISES OF:-
CHAIRMAN: - DR. ANAND BURMAN VICE-
CHAIRMAN:- MR. AMIT BURMAN

WHOLE TIME DIRECTORS:-

MR. P.D. NARANG
MR. SUNIL DUGGAL

20
 MR. PRADIP BURMAN

21
 NON WHOLE TIME PROMOTERS, DIRECTORS:-
MR. MOHIT BURMAN

INDEPENDENT DIRECTORS:-
MR. BERT PATERSON MR. P. N. VIJAY MR. R C BHARGAVA
DR. S. NARAYAN

MR. ANALJIT SINGH

22
 DABUR WORLD WIDE

DABUR INDIA LTD’S MANUFACTURING ACTIVITIES SPANNING VARIOUS

CONSUMER PRODUCTS CATEGORIES ARE CARRIED OUT IN 17 FACTORIES
SPREAD ACROSS INDIA & ABROAD.

DABUR HAS 11 MANUFACTURING FACILITIES IN INDIA, OUT OF

WHICH TWO MAIN UNITS ARE AT BADDI (HIMACHAL PRADESH) &
PANTNAGAR (UTTARANCHAL).

23
 DABUR WORLD WIDE

DABUR’S MISSION OF POPULARIZING A NATURAL LIFESTYLE TRANSCENDS

NATIONAL BOUNDARIES. TODAY,THERE IS GROWING GLOBAL AWARENESS
ON ALTERNATIVE MEDICINE,NATURE-BASED & HOLISTIC LIFESTYLES & AN
INTEREST IN HERBAL PRODUCTS. DABUR HAS BEEN IN THE FOREFONT
OF POPULARIZING THIS ALTERNATIVE WAY OF LIFE, MARKETING
ITS PRODUCTS IN MORE THAN 60 COUNTRIES ALL OVER THE
WORLD.
OVER THE YEARS, DABUR’S OVERSEASE BUSINESS HAS SUCCESSFULLY
TRANSFORMED FROM BEING A SMALL OPERATION INTO A MULTI-
LOCATION BUSINESS SPREADING THROUGH THE MIDDLE EAST,
NORTH AFRICA, WEST AFRICA & SOUTH ASIA.

24
Our Products Worldwide

WE HAVE SPREAD OURSELVES WIDE & DEEP TO BE CLOSE TO OUR

OVERSEASE CONSUMERS. OUR OVERSEASE PRODUCT PORTFOLIO IS
TAILOR-MADE TO SUIT THE NEEDS & ASPIRATIONS OF OUR GROWING
CONSUMER BASE IN THE INTERNATIONAL MARKETS.
• OFFICES & REPRESENTATIVES IN EUROPE, UK, AMERICA &
AFRICA
• AA SPECIAL HERBAL HEALTH CARE & PERSONAL CARE RANGE
SUCCESSFULLY SELLING IN MARKETS RANGING FROM THE
MIDDLE EAST, FAR EAST, NORTH AFRICA & EUROPE
• INROADS INTO SEVERAL EUROPEAN & AMERICAN MARKRTS THAT
HAVE GOOD POTENTIAL DUE TO RESURGANCE OF THE BACK-TO-
NATURE MOVEMENT
• EXPORT OF ACTIVE PHARMACEUTICAL INGREDIENTS (APIs),
MANUFACTURED UNDER STRICT INTERNATIONAL QUALITY
BENCHMARKS, TO EUROPE, LATIN AMERICA, AFRICA, & OTHER
ASIAN COUNTRIES
• EXPORT OF FOOD & TEXTILE GRADE NATURAL GUMS,
EXTRACTED FROM TRADITIONAL PLANT SOURCES.
Partnerships & Production

1. Strategic partnerships with leading multinational food and health

care companies to introduce innovations in products and services.
2. Six modern manufacturing facilities spread across South Asia,
Middle East and Africa to optimize production by utilizing local

25
resources and the most modern technology available

MANUFACTURING FACILITIES IN INDIA

26
DABUR GROUPS

27
WITH A BASKET INCLUDING PERSONAL CARE, HEALTH CARE & FOOD
PRODUCTS,DABUR INDIA LIMITED HAS SET UP SUBSIDIARY GROUP
COMPANIES ACROSS THE WORLD THAT CAN MANAGE ITSBUSINESS MORE
EFFCIENTLY.
GIVEN THE VAST RANGE OF PRODUCTS, SOURCING, PRODUCTION &
MARKETING HAVE BEEN DIVESTED TO THE GROUP COMPANIES THAT
COUNDECT THEIR OPERATIONS INDEPENDENTLY:

SWOT ANALYSIS OF DABUR INDIA LTD

STRENGTHS:-
• CENTURY OLD COMPANY
28
 • ESTABLISHED BRFAND PORTFOLIO
• LEADER IN AYURVEDIC/HERBAL PRODUCT LINE
• STRONG HOLD IN RURAL MARKET
• INNOVATIVENESS IN PROMOTIONS & HAS AN INTEGRATED ROBUST
R&D PROCESS IN RAW MATERIAL SPECIFICATIONS DEVELOPMENT,
EFFICACY OPTIMIZATION & SAFETY ASSESSMENT TO ENSURE QUALITY
& PERFORMANCE OFTHE PRODUCT
WEAKNESS:-
• PROFITABILITY IS UNEVEN ACROSS PRODUCT LINE
• INTENSE COMPETITION FROM COMPETITORS
• LOW PRESENCE IN SOUTH INDIAN MARKET
• LITTLE AGGRESSIVENESS DURING THE LAUNCH & PROMOTIONAL
ACTIVITIES OF THE NEW PRODUCT
• IMAGE IN THE MIND OF CONSUMER: AYURVEDIC COMPANY

OPPORTUNITIES:-
• EXTEND VATIKA BRAND TO NEW CATEGORIES LIKE SKIN CARE &
BODY WASH SEGMENTS
• CONSUMERS SHIFITING TOWARDS AYURVEDIC MEDICATION
• EXPLORING NEW GEOGRAPHICAL AREAS- LOCAL AS WELL GLOBAL;
GOOD GROWTH IN INTERNATINONAL BUSINESS
• GROWTH PROSPECT IN HOME CARE & ORAL CARE SEGMENT WHERE
THE COMPANY SHARE IS AT
NASCENT STAGE
• LAUNCHING NEW PRODUCTS LIKE HAIR OILS, HERBAL & GEL
TOOTHPASTES ETC. WHICHMAPSTHE NEED OF THE CUSTOMERS

THREATS:-
• COMPETITION IN THE FMCG SECTOR FROM WELL ESTABLISHED
NAMES
29
• OTHER FIELDS OF MEDICINE- ALLOPATHIC & HOMEOPATHIC
• CUSTOMER IS KING IN FMCG INDUSTRY. A SHIFT IN CUSTOMER
PREFERENCE CAN CREATE IMPACT ON SALES
• MARKETS WHERE HERBAL PRODUCTS ARE NOT RECOGNIZED

DABUR FOODS LTD.

PROFILE
30
 "WHERE NECESSITY IS THE MOTHER OF INVENTION"

DABUR FOODS SET UP A SEPARATE FOOD SERVICES NETWORK IN 1998 TO

CATER THE INSTITUTIONAL SEGMENTS. THIS EXCLUSIVE NETWORKS
PARTNERS INSTITUTION IN DEVELOPING CUSTOMIZED PRODUCTS FOR
THEM. IN TURN WITH THE HELP & FACILITIES OF THIS NETWORKS,
INSTITUTION LIKE, HOTELS, AIRLINES, RESTAURRANTS, CATERERS &
HOSPITALS BENEFITS BY OFFERING BETEER SERVICES TO CONSUMERS.
WITH THE MARKET UNDERSTANDING & RESEARCH DABUR FOODS
DEVELOPED A NEW BRAND CALLED "NATURE'S BEST", WHICH BECOME THE
FIRST BRAND OF DABUR FOOD SERVICES NETWORKS. DABUR FOODS, A
SUBSIDIARY OF DABUR INDIA IS EXPECTING TO GROW AT 25%. ITS BRANDS
OF JUICES, NAMELY, REAL & ACTIVE, TOGETHER MAKE IT THE MARKET
LEDER IN THE FRUIT JUICE CATEGORY.
CURRENTLY THE FOOD-SERVICE BUSINESS GENERATES A TURN
OVER OF RS. 50 CRORE & IS GROWING BETWEEN 18-20 %. AT PRESENT THE
COMPANY INSTITUTIONAL BUYERS COMPRISE A HOST OF BPOs AS WELL AS
SEVRAL BARS, HOTELS, AIRLINES, CANTEENS & PHARMACETICALS
COMPANY. IT HAS ALSO STATED SUPPLIYING ITS GARLIC PASTE TO THE
DOMINO'S PIZZA CHAIN. ESTIMATING THE FOOD & BEVERAGE SEGMENTS AT
RS. 1,500 CRORE, DABUR FOODS EXPECTS TO SCALE UP ITS PRESENCE IN
THIS SEGMENT BY EXTENDING THE RANGE OF ITS PROUCTS & GOING
BEYOND SUPPLUING BEVERAGES TO ITS INSTITUTIONAL BUYERS.
MEANWHILE, DABUR FOODS IS ALSO EYEING GENERATING REVENUES
THROUGH THE BUSINESS OF CATEGORY MANAGEMENT WITH RETAILERS. IT
HAS ALREADY ENTERED INTO AN AGREEMENT WITH THE FOOOD WORLD
CHAIN TO MANAGE ITS JUICES CATEGORY.
MODERN TRADE HAS YET TO GET BETTER-ORGANISED & NOT ALL
RETAILERS ARE USING THE DATA TO STUDY CATEGORY MANAGEMENT IN
THE COUNTRY. AT THE SAME TIME THE COMPANY’S SALES FROM MODERN
TRADE STILL COMPRISE A MINISCULE SEGMENT OF ITS RS.191 CRORE
SALES TURNOVER.

DABUR
VISION,MISSION,CORE VALUES
VISION:- "DEDICATED TOTHE HEALTH & WELL BEING OF EVERY
HOUSEHOLD”

31
 THIS IS OUR COMPANY. WE ACCEPT PERSONAL RESPONSIBILITY, &
ACCOUNTABILITY TO MEET BUSINESS NEEDS.

WE ALLARE 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 & WE ENCOURAGE & REWARD EXELLENCE.

WE HAVE SUPERIOR UNDERSTANDING OF CONSUMER NEEDS & DEVELOP

PRODUCTS TO FULFILL THEM BETTER.

WE WORK TOGETHER ON THE PRINCIPLE OF MUTAL TRUST

&TRANSPARENCY IN A BOUNDARY-LESS ORGANIZATION.

CONTINUOUS INNOVATION IN PRODUCTS & PROCESSES ISTHE BASIS OFOUR

SUCCESS.

WE ARE COMMITTED TO THE ACHIEVEMENT OF BUSINESS SUCCESS WITH

INTEGRITY. WE ARE HONEST WITH CONSUMERS, WITH BUSINESS
PARTNERS & WITH EACH OTHERS.

BRIEF ABOUT REAL BRAND

REAL HAS BEEN PREFERRED CHOICE OF CONSUMERS WHAT IT COMES TO
PACKAGED FRUIT JUICES, WHICH IS WHAT MAKES INDIA’S NO 1FRUIT JUICE
BRAND. A VALIDATION OF THIS SUCCESS IS THAT REAL HAS BEEN

32
AWARDED ‘INDIA’S MOST TRUSTED BRAND’ STATUS FOR FOUR YEARS IN A
ROW.
TODAY, REAL HAS A RANGE OF 14 EXCITING VARIANTS – FROM THE
EXOTIC INDIAN MANGO, MAUSAMBI, GUAVA & LITCHI TO INTERNATIONAL
FAVOURITES LIKE POMEGRANATE, TOMATO, CRANBERRY, PEACH,
BLACKCURRENT & GRAPE & THE BASIC ORANGE, PINEAPPLE, APPLE &
MIXED FRUIT. THIS LARGE RANGE HELPS CATER DIFFERENT NEEDS &
OCCASIONS & HAS HELPED REAL MAINTAIN ITS DOMINANT MARKETSHARE.
MADE FROM BEST QUALITY FRUITS, REAL DOES NOT HAVE ARTIFICIAL
FLAVOURS & PRESERVATIVES & OFFER YOUR KIDS NOT JUST GREAT
TASTE, BUT ALSO FRUIT POWER – THE POWER OF FRUITS… THE POWER
TO STAY AHEAD. LOADED WITH THE POWER OF VITAMIN C, REAL FRUIT
JUICES HAVE ALL THE NECESSARY NUTRIENTS THAT KEEP YOU ACTIVE ALL
DAY LONG.
ACCOLADES FOR REAL
• INDIA’S NO1 FRUIT JUICE BRAND
• VOTED AS A SUPERBRAND
• VOTED BY CONSUMERS AS THE MOST TRUSTED FRUIT JUICE BRAND FOR
FOUR YEARS IN A ROW.
• REAL AWARDED THE READER’S DIGEST TRUSTED BRAND GOLD AWARD-
2009 IN THE FOOD BEVERAGED CATEGORY.

BRIEF ABOUT REAL ACTIVE

REAL ACTIV IS A RANGE OF UNSWEETENED JUICES THAT CONTAIN NO
ADDED SUGAR, COLOUR OR PRESERVATIVES. REAL ACTIV JUICES ARE
MADE FROM CONCENTRATED JUICES. AFTER THE JUICE IS PREEEES FROM
THE FRUIT, THE WATER IS REMOVRD TO REDUCE TRANSPORTATION LOAD.
AT OUR FACTORIES, DURING THE MANUFACTURING OF JUICES/ JUICE

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BLENDS, WE ADD BACK THE EQUIVALENT QUANTITY OF WATER. THUS, REAL
ACTIV JUICES HAVE AS MUCH JUICE AS PRESENT IN RESPECTIVE FRUIT.
REAL ACTIV APPLE JUICE:-
REAL ACTIV APPLE JUICE PROVIDES YOU THE GOODNESS OF APPLES.
APPLES ARE PACKED WITH NUTRIENTS & ANTI-OXIDANTS ARE VERY LOW IN
SODIUM.
REAL ACTIV MIXED FRUIT SPINACH CUCUMBER JUICE:-
REAL ACTIV MIXED FRUIT SPINACH CUCUMBER JUICE IS A REFRESHING &
NUTRITIOUS BLEND OF FRUITS & VEGETABLES WITH THE GOODNESS OF 8
DELICIOUS FRUITS (APPLE, ORANGE, PASSION FRUIT, GUAVA, PINEAPPLE,
MANGO, APRICOT & BANANA) & VEGETABLES LIKE SPINACH, CUCUMBER.
REAL ACTIV MIXED FRUIT BEETROOT CARROT JUICE:-
1.

2. REAL ACTIV MIXED FRUIT BEETROOT CARROT JUICE IS A REFRESHING &

NUTRITIOUS BLENDS OF FRUITS & VEGETABLES WITH THE GOODNESS OF 8
DELICIOUS FRUITS (APPLE, ORANGE, PASSION FRUIT, GUAVA, PINEAPPLE,
MANGO, APRICOT & BANANA) & VEGETABLES LIKE BEETROOT & CARROT.
3.
1. REAL ACTIV CONTAIN
2.
3.
4. • 0% ADDED SUGAR.
5. • NO ADDED COLOUR OR PRESERVATIES.

BRIEF ABOUT HOMEMADE

BRAND
DABUR’S CULINARY RANGE UNDER THE HOMMADE BRAND INCLUDES A
RANGE OF COOKING PASTE (GINGER, GARLIC, GINGER-GARLIC &

34
TAMARIND), TOMATO PUREE & COCONUT MILK. THE BRAND IS POSITIONED
ON THE CONVENIENCE PLATFORM.
HOMMAD COOKING PASTES:-
WITH HOMMADE PASTES, YOU CAN EXPERIENCE THE SAME STRONG
DISTINCTIVE FLAVOUR & AROMA OF FRESHLY GROUND GINDER, GARLIC &
TAMARIND. GROUND SLOWLY OVER STONES, IT BRINGS A DELICIOUS
SILBATTA-FRESH FLAVOUR TO YOUR COOKING. BESIDES, IT COMES WITH
THE DBUR ASSURANCE OF QUALITY & PURITY .USE HOMMADE PASTES AT
THE SAME STAGE OF COOKING AS YOU NORMLLY USE FRESH GINGER,
GARLIC & TAMARIND.
HOMMADE TOMATO PUREE:-
HOMMADE TOMATO PUREE IS PREPARED FROM THE PULP OF HAND-
PICKED, JUICY, RIPE TOMATOES. FREE OF SKIN &SEEDS, IT ADDS THE
DELICIOUS TANG OF TOMATOES TO YOUR GRAVY, MAKING IT THICK, RICH &
APPETIZ & YOUR FOOD BECOME TRULY HARD TO RESIST. A LITTLE BIT OF
HOMMADE TOMATO PUREE & A LITTLE BIT OF YOU; PERFECT INGREDIENTS
FOR TASTY, WHOLESOME MEALS.
HOMMADE COCONUT MILK:-
HOMMADE COCONUT MILK IS THE FIRST PRESSING EXTRACT OF SUPERIOR
COCONUT, WHICH MAKES IT RICH & LOADED WITH GOODNESS. DON’T
BELIEVE US? DIP YOU FINGER IN HOMMADE COCONUT MILK & SURPRISE
YOURSELF WITH THE THICK COAT ON YOUR FINGER THAT REFUSES TO
DRIP.

BRIEF ABOUT
NATURE’S BEST BRAND
UNDER THE NATURE’S BEST BRAND MEANT FOR ITS INSTITUTIONAL
BUYERS. DABUR FOODS NOW INTENDS SUPPLYING TOMATO PUREES,
KETCHUPS & DRESSINGS TO THE SMALLER FOOD KIOSKS & 5-STAR
HOTELS.
DABUR FOOD, A 100% SUBSIDIARY OF DABUR INDIA LTD HAS LAUNCHED
NATURE’S BEST, A BRAND THAT WILL CATER EXCLUSIVELY TO THE

35
INSTITUTIONAL SECTOR. THE FIRST PRODUCTS LAUNCHED UNDER THIS
BRAND IS TOMATO KETCHUP.

SALES, PROFIT, EBITDA (INCLUDING

RETIL) IN2008-09

1311 178.5

16.7% 12.4%

1123 158.8

36
 H1FY08 H1FY09 H1FY08 H1FY09

SALES (IN RS CR) NET PROFIT (IN RS CR)

18.7%
56 bps

18.2%

H1FY08 H1FY09

EBITDA %

RETAIL VENTURE HAS REPORTED LOSSES TO THE TUNE OF RS 10.19

CORES DURING H1FY09 & RS 5.23 CORES FOR Q2FY09.

SALES, PROFIT, EBITDA (EXCLUDING RETAIL)

IN 2008-09

1308 188.6

37
 16.5% 17.8%

1123 160.1

H1FY08 H1FY09 H1FY08

H1FY09

SALES (IN RS CR) NET PROFIT (IN RS CR)

18.9%
5bps

18.8%

H1FY08 H1FY09

EBITDA %

SALES GROWTH, REVENUE OF DIVISIONS IN

2008-09

40.1%
38
 22.6%

11.3%

CCD CHD IBD

SALES GROWTH

REVENUES
• 1% revenue in others.

• 7% revenue in CHD.
• 19% revenue in IBD.

• 73% revenue in CCD.

39
 REVENUE OF CCD DIVISION IN 2008-09

FINDINGS

DURING MY PROJECT, I GOT MANY GOOD THINGS LIKE POSITIVE

ATTITUDE & RESPONSE OF CORPORATE PERSON OR CONCERNED

40
 PERSON. I ALSO VISITED SO MANY INSTITUTIONS & GOT GOOD
EXPOSURE. I MET MARKETING MANAGERS; PROMOTIONAL MANAGERS
ETC. THERE WARE WRONG DATA & CONTACT NO. IN THE DATABASE,
WHICH I GOT FORM MY MENTOR. I FACED SO MANY DIFFICULITIES TO
FIND EXACT LOCATION OF THE CLINTS, BUT IT WAS VERY NICE
EXPERIENCE FOR ME, WHICH I GOT DURING MY PROJECT.

MY PERCEPTION REGARDING THE

PROJECT

41
 ACCORDING TO MY PERCEPTION, THERE ARE SOME POINTS WHERE WE
SHOULD WORK ON THAT, WHICH IS AS FOLLOWS-

• PROVIDE CORRECT & FULL ADDRESS OF THE INSTITUTIONS (CLIENTS)

WITH CORRECT CONTACT NUMBERS.

• PROVIDE FLEXIBLE RATE OF DISCOUNT TO THE INSTITUTIONS.

• REVISIED THE PRICE QUOTATION.

• PROVIDE PACKAGING, STEKERING ON THE PRODUCT &

TRANSPORATION FACILITIES TO THE GOOD INSTITUTIONS

• PROVIDE SOME JUICES AS LIKE SAMPLE BOTTLES.

ANNEXURE
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TOPIC:- PROMOTION OF DABUR JUICES AS A COMPLEMENTRY GIFT TO THE
DOCTORS & MARKET ANALYSIS OF COMPETITORS.

PART-A
1. NAME OF THE INSTITUTE:-………………………………………………………………………

2. ADDRESS:-……………………………………………………………………………....................

3. NAME OF CONTACT PERSON:-…………………………………………………………………

4. DESIGNATION:-…………………………………………………………………………………….

5. CONTACT NO:-………………………………………………………………………………………

6. AGE:-………………………………………………………………………………………………….

PART-B
1. DO YOU GIVE COMPLEMENTRY GIFTS TO THE HEAD OF THE INSTITUTE.

YES………………. NO……………………..

(a)IF NO WHY (PLEASE SPECIFY)……………………………………………………

(b)IF YES ……………………………………………………………………………………

2. WHAT PRODUCTS DO YOU PROVIDE TO THE DIRECTOR AS A COMPLEMENTRY GIFTS?

• HOME APPLIANCES……………………………….

• EATABLE THINGS………………………………….

• OTHERS (PLEASE SPECIFIY)……………………………………..

3. DOES YOUR INSTITUTE BUY ANY JUICES FOR GIVING AS A COMPLEMENTRY GIFTS?

YES………………. NO……………………..

(a)IF NO WHY (PLEASE SPECIFY)……………………………………………………

(b)IF YES ……………………………………………………………………………………

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 WHICH ONE OF THE BRAND:-

• TROPICANA……………………………………………………………………………………..

• DABUR REAL……………………………………………………………………………………

• MAAZA……………………………………………………………………………………………..

• FROOTY…………………………………………………………………………………………….

• B-NATURAL…………………………………………………………………………………………

• TWISTER……………………………………………………………………………………………

• MINUTE MAID PULPY ORANGE…………………………………………………………………

• OTHERS (PLEASE SPECIFY)……………………………………………………………………

4. PRODUCT OF WHICH COMPANY……………………………………………………………….

5. WHAT ARE THE USUAL QUANTITY YOU BUY FOR A COMPLEMENTRY GIFTS?

• 50 LT………………………………….

• 100 LT. ………………………………….

• MORE THAN 100 LT…………………...

• MORE QTY………………………….

6. WHO IS THE KEY DECISIONS MAKER FOR THESE COMPLEMENTRY GIFTS IN THE
INSTITUTIONS?

…………………………………………………………………………………………………………………

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 BIBLIOGRAPHY

• www.dabur.com

• www.google.com
• www.naukarihub.com

**************

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