INDUSTRIAL TRAINING

REPORT
ON
DABUR INDIA LTD.

ON
ADVERTISING MANAGEMENT

PREPARED BY:-
RAHUL GUPTA

COLLEGE:-
MATS UNIVERSITY,RAIPUR

CLASS:-
B.COM 5TH SEM

ACADEMIC YEAR:-
2012-2013

ROLL NO.:-
158
GUIDED BY:-
PALLAVI MADAM

1
2
I, the undersigned RAHUL GUPTA. A student of B.COM 5TH SEM
declare that the work done in this project report is my own work and I
have been supervised by PALLAVI MADAM of MATS
UNIVERSITY,RAIPUR for this work. Previously I have undergone a
successful industrial training at the DABUR INDIA LTD. The work of
this project report has not been submitted to any other university
previously for any other examination. I have tried my level best here to
include all information in this report.

Date:
Place: RAIPUR Sign:

-------------
RAHUL GUPTA

As I am a student of B.com 5th sem, Mats University,

Raipur we learn project report as a special subject. B.COM, being a
professional course, it requires practical exercise as far as this project
is concerned. This subject is useful to develop our mind practically in
the field of business & management. As per the syllabus prescribed by

3
Mats University, in B.COM, it is compulsory to prepare a project report
on an industry individually by taking a personal training to the industry.
It is so because a student can really understand the functioning of an
industry.

The chief objective of practical training is to get an outlook

of what we study theoretically inside the classroom. It also helps to
develop the awareness about business practices among the students.

Here is the report of my training undertaken at DABUR

INDIA LTD. This project report includes the detail information about
advertising management of the company. Here in this project, I would
like to give brief idea about my experiences while I was there for the
training purpose.

The industrial training at the organization has given me the

opportunity to get a practical knowledge in the field of management. I
am really proud to be a student of Mats University, Raipur that has
given me the opportunity to get a practical knowledge in the field of
management.

4
 Though the preparation of this report is my own work, I
have received help from many persons. I am thankful to all those who
have helped me in carrying out this work.

I am extremely thankful to Mr. Ashish Ruthra, the manager

of Dabur Company, Mr. Shashank and Mr. Shiv Mani, the sales
assistants, Mr. Arvind Doba, the sales officer.

I would also like to thank my family and my friends who

encouraged me in preparing the project report. I hope this report would
turn out to be a success, which is a result of joint effort. I once again
thankful to all the staff members of “DABUR INDIA LTD” and those
who directly of indirectly helped me to complete my project work.
Date:- SING:-
Place:-Raipur ------------------

RAHUL GUPTA

5
Sr. No. Particulars Page no.
1 General Information 08
2 Marketing Information 23
3 Advertising Management 36
4 The survey and analysis 69
5 SWOT Analysis 88
6 Future Plans 92
7 Conclusion 94
8 Suggestions 96
9 Bibliography 97

6
7
 DABUR India Ltd. came into existence in 1884 in Calcutta. Dr.
S.K.Berman was the founder of this company. DABUR India ltd. is the oldest
health and personal care company in India which is basically concentrating on
Ayurveda right from its beginning. That is the reason why the most of the
DABUR’S product are based on the Ayurveda. Dr. S.K.Berman, a practicing

8
doctor, brought Ayurvedic medicine to the ailing masses of Bengal and he
concentrated only on three diseases namely Cholera, Malaria and Plague.

From a humble beginning in 1884 as manufacturer of

traditional medicine in Calcutta, DABUR has came a long way to become a
multi faceted, multi location and multi product modern Indian corporation
with a global presence. It now enjoys the distinction of being the largest
Indian F.M.C.G. company and poised to become a true Indian multinational.
Dabur India Limited is the fourth largest FMCG Company in India with
interests in Health care, Personal care and Food products. Building on a
legacy of quality and experience for over 100 years, today Dabur has a
turnover of Rs.1536.95 crore with powerful brands like Dabur Amla,
Dabur Chyawanprash, Vatika,
Hajmola & Real.

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

 Dabur India Limited has marked its presence with some very
significant achievements and today commands a market leadership
status. Our story of success is based on dedication to nature,
corporate and process hygiene, dynamic leadership and commitment to
our partners and stakeholders. The results of our policies and
initiatives speak for themselves. Leading consumer goods company in
India with 4th largest turnover of Rs.1329 Crore (FY02)
 2 major strategic business units (SBU) - Consumer Care Division
(CCD) and Consumer Health Division (CHD)
 3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International -
Asian Consumer Care in Bangladesh, African Consumer Care in
Nigeria and Dabur Egypt.
 13 ultra-modern manufacturing units spread around the globe
 Products marketed in over 50 countries

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 Wide and deep market penetration with 47 C&F agents, more than
5000 distributors and over 1.5 million retail outlets all over India.

DABUR’S main business line is of health care, personal care and

foods. Its strength lies in herbal natural preparation. The company’s motto
goes like “Celebrate Life”. The company is having highly qualified
professionals to take care of the day to day business activities.

For more then a 100 years, Dabur has mastered producing Ayurvedic
preparations blending traditional knowledge of drug manufacturing with
scientific update. Today Dabur Consumer Health- a division looking after
marketing of Ayurvedic medicines has already redefined the Ayurvedic
market and health care promotion activities involving leading Ayurvedic
practitioners across the globe.

At Dabur today we have more then 350 Shastriya (Classical) ayurvedic

preparations which form an important part of Ayurvedic practitioner's daily
practice.

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Name : DABUR INDIA LTD.

Registered office : 8/3 Asaf Ali Road,

New Delhi.

Establishment : 1884

Incorporated under : Companies Act, 1956.

Brand name : “Dabur”

Total Turnover : 1536.95 crore

Company’s website : WWW.DABUR.COM

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 DABUR INDIA LTD.

Registered office
8/3 Asaf Ali Road,
New Delhi.

Address of the factories:

West Bengal : Narendrapur (Garia), Kalyani

Bihar : Daburgram
Rajasthan : Alwar
Uttar Pradesh : Shahidabad, Ghaziabad, Noida
Himachal Pradesh : Baddi
Nepal : Kathmandu
U.A.E. : Dubai
Egypt : Cairo
U.K. : London.

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Kaushambi Corporate Office

13
 Founding Thoughts

"What is that life worth which cannot bring comfort to others"

The doorstep 'Daktar'

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 he 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.

14
 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

Sunil Duggal trainee in Wimco Limited in 1981 after getting
Chief Executive Officer his Engineering Degree (Electrical & Electronics)
Dabur India Limited 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 came into 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 - a professional with valuable experience to
steer the

15
company ahead in its growth plans.

Spanning a career of over 20 years,

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.

Mr Duggal lives in Delhi with his

wife and one child . Whenever he
gets a break from his official
responsibilities, Mr. Duggal likes to
spend time at home with his family
and an occasional round of golf.

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 Chairman Vice-Chairman

Mr. V.C. Burman Dr. Anand Burman

Whole Time Directors

Mr. P.D. Narang Mr. Sunil Duggal Mr. Pradip Burman

Non Whole Time Promoters, Directors

Mr. Amit Burman

Independent Directors

His Highness Maharaja Mr. Stuart Purdy Mr. P N Vijay Mr. R C Bhargava
Gaj Singh

Dr. S. Narayan

17
 When you want to study about an organizational then first must study

about organization system. It means organizational chart. In it you can know

the position and the type of chairman, president, director, manager,

assistant, salesman, etc. and also you can know the level of the organizational

chart. Chart of DABUR CO. LTD is as follows:

Organization chart

President

Production Personnel . Marketing Finance Auditor

Mgr Mgr Mgr Mgr

) Marketing
Assistant
Planning Purchase Computer Accountant
Engineer Manager Assistant Assistant
Marketing
Manager/
Executive
Senior
Eng. Assistan Time keeper Clerk Manager
t Keeper
Officer
s
Staffs k Staff
(Finance)me
Keeper Staff
Worker
s

18
 1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early1900s Ayurvedic medicines
1919 Establishment of research laboratories
1920 Expands further
1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.
Shift to Delhi
1972

Sahibabad factory / Dabur Research

1979
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 Division / Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs.1,000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2006 Dabur announces Bonus after 12 years
Dabur crosses $2 Bin market Cap, adopts
2006
US GAAP

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20
21
“Marketing is so basic that

It cannot be considered a separate function.

It is the whole business seen from the point of view of it final result,

that is, from the customer’s point of view”

-Peter F. Drucker.

Marketing occupies an important position in the organization of

business unit. Traditional view or marketing assets that the customer will

accept whatever product the seller present to them. In this way, the main

concern of the producer it to produce without considering the choice or the

behaviour of the customer. But the point of view of marketing has now

charged. The moder concept may be viewed from the customer’s point of

view marketing is centered around the customer. Produced does not produce

whatever he likes but whatever consumer wants. Philip Kotler has nightly

remarked,

“Marketing is analysis, orgnaising, planning and controlling of the

firm’s customer. Impining resources, policies, activities with a view to

satisfying the needs and wants of chosen customer groups at profit.”

Dabur has a well-developed marketing department. The areas in which

this department works and performs various tasks are advertising, giving

attractive offers, plans, strategies, find out customer needs and wants and

thus to satisfy they and lot many others.

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 Traditionally a “market” was a physical place where buyers and sellers

gathered to exchange goods. Economics now describe a market as a

collection of buyers and sellers who transact over a particular product or

product class (grain market). Business people often uset he term markets to

cover various groupings of customers. They take about product market (the

textile market), demographic market (youth market) and geographic market

or they extend the concept to cover other market, such as labour markets

etc.

Communication

Market
Money (Collection of buyers)

Industry
(Collection of Sellers)

Goods /
Services

1. The above diagram shows the relationship between the industry (Here
Information
Dabur as a unit) and the market.

2. Sellers and buyers are connected by four flows.

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3. The sellers (Dabur) send goods and services and communications

(advertisements, etc) to the market in return. They receive money and

information (attitudes, sale date).

4. The inner loops shows an exchange of money for goods and services, the

outer loop shows an exchange of information.

24
 President

D.B.R. Marketing (Mr. Rajiv Pal)

Marketing Managers

Marketing Officers

Office Staff

25
 Competitors are those firms or players playing in the same

industry. There are only few players in the markets of Ayurvedic products

Among these the leader is Dabur. As DABUR has wide international

market it also faces international competition.

 The market share occupied by DABUR is shown in the below given

diagram.

DABUR
ZANDU
HIMALAYA
HIMANI
Other

No. Competitors Market

share

1. DABUR 30 %

2. ZANDU 20%

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 3. HIMALAYA 25 %

4. HIMANI 10 %

5. Other 15 %

Nowadays all types of organizations face a great extent of

competition. Likewise the DABUR is also facing the great competition in the
market. As it is producing Ayurvedic products now there are many other
producers of the same products like Zandu, Himalaya, Bajaj, Mahabhringraj
etc. thus the company has many competitors to fight with.
DABUR India Ltd. is producing a very wide range of products i.e.
Ayurvedic products. DABUR India Ltd. is enjoying a very large market share
in the Ayurvedic products. E.g. in hair oil the DABUR is enjoying 88.5% of
total market share. In India the most of the consumers are purchasing
“Dabur Amla Hair Oil” and it is still very popular. Similarly an another
product of the company i.e. “Dabur Lal Tooth Powder” is having a good
market share with high sale across the country.
DABUR has established a very good image in the market than that of
its competitors. DABUR is getting a huge market share than its competitors
in all the products except Tooth Paste because this product has been
introduced recently in the market named “Dabur Red Tooth Paste”
So the place of DABUR India Ltd. in the Ayurveda industry is among
the top 5 companies producing Ayurvedic Products.

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 HAIR CARE

-ANMOL SILKY BLACK SHAMPOO

AMLA HAIR OIL -VATIKA HEENA CONDITIONING
AMLA LITE HAIR OIL SHAMPOO
VATIKA HAIR OIL -VATIKA ANTI DANDRUFF SHAMPOO
ANMOL SARSON AMLA -ANMOL NATURE SHINE SHAMPOO

DABUR RED GEL

DABUR RED TOOTHPATE
-GULABARI BABOOL TOOTHPASTE
-VATIKA FAIRNESS FACE MISWAK TOOTHPASTE
PACK PROMISE TOOTHPASTE
DABUR LAL DANT MANJAN
DABUR BINACA TOOTHBRUSH

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 HEALTH CARE

HAJMOLA YAMSTICK
DABUR CHYAWANPRASH HAJMOLA MAST MASALA
DABUR CHYAWANSHAKTI ANARDANA
GLUCOSE – D HAJMOLA
HAJMOLA CANDY
JAJMOLA CANDY FUN 2
PUDIN HARA
PUDIN HARA G
DABUR HINGOLI

SHILAJIT GOLD
NATURE CARE
SAT ISABGOL DABUR LAL TAIL
SHILAJIT DABUR BABY OLIVE OIL
RING RING DABUR JANAM GHUTTI
ITCH CARE
BACK AID
SANKH PUSHPI
DABUR BALM
SARBYANA STRONG

Dabur Foods Product Range

REAL, REAL ACTIVE

HONEY, HOMMADE
CAPSICO

29
 Leading brands -
 Dabur - The Health Care Brand
 Vatika-Personal Care Brand
 Anmol- Value for Money Brand
 Hajmola- Tasty Digestive Brand
 and Dabur Amla, Chyawanprash and Lal Dant Manjan with
Rs.100 crore turnover each
 Vatika Hair Oil & Shampoo the high growth brand
 Strategic positioning of Honey as food product, leading to market
leadership (over 40%) in branded honey market
 Dabur Chyawanprash the largest selling Ayurvedic medicine with
over 65% market share.
 Leader in herbal digestives with 90% market share
 Hajmola tablets in command with 75% market share of digestive
tablets category
 Dabur Lal Tail tops baby massage oil market with 35% of to total
share.

30
31


32
 “Advertising is any form of paid non-personal presentation of ideas,

goods or service for the purpose of inducing people to buy”.

-Weeler.

Advertisement is nothing but a paid from of non-personal presentation

or promotion of ideas, goods or services by an identified sponsor. It

communicates about the product and service. Put before the consumers and

also about the firm, which manufacture the product. Advertising thus means

spreading of information the message, which is presented, is called

advertisement.

In the present day marketing, advertisement has become an

inseparable part of the business marketing activities. Hardly there is a

business in the modern world without advertisement; however, the form of

advertisement may differ from business to business.

There are 5 point major or the benefits for which DABUR does

advertisement.

1. It offers a planned and controlled message.

2. It can influence numerous people or prospects at a low unit (per

prospect) cost.

33
3. It can reach prospect that cannot can approached easily by salesman

(Company top excusive).

4. It helps to presale a product.

5. It can assist in the introduction of a new product in the market.

For a advertising each and every company is choose a media at

different level of the area. Here, DABUR is also use different media at a

different level are as follows

Advertising Media

National level State level Local level

News paper News paper Local newspaper

Teli-vision Magazines Local diss channel

e-commarce Teli vision Electric bord.

Holding Holding Poster

Magazines Etc. … Litrecher

Sponsorship of fashion Holding

show and musical night

Etc… Etc….

34
 BEARNING OF EXP

National level: - At national level all the media of advt. Company

was paid.

State level: - At state level some % of partly paid by the company and

partial paid by other excusive show room and atho. Dealer

or retailer showroom.

Local level: - At a local level of ad. Totally 100 % paid by the dealers

and retaler showroom and also excusive show room.

The selection of an advertising agency is by no means an easy task.

The advertiser decides to use an agency mainly because he wants additional

talent to help him plan and carry out an advertising programme. The problem

of selection obviously is one of evaluating the skills and capacities of an

35
agency. There is no standard yardstick to measure the efficiency of such an

agency.

DABUR has also a different level or different advertising agency.

Level: - National

Media: - Television / Internet/ News paper/ Magenie/ holding

Agency: - Rediant Media Convergence Pvt. LTd.

-Ahmedabad.

(Eccuted by) – camdedaz production

-Mumbai .

Rate charges of advertising

T.V.  Which model is used

 Time period (second)

 Which T.v. Chen to put. Which time

News/ maga.  Which news pare

 Size of ad.

 Colour/black and white

 Pages front

E-com  Space – Mb

 Attraction

Holding  Holding size

36
  Colour/ print

 Place

At a state and local level advertising agency decide a particular

showroom as depained has capacity, market size etc. and this is totally paid

by the dear and relate shop, excutive show room at state and local level. But

at a national level paid by the company directly.

37
38
 Long Term Mission

Advertising Objectives

39
 The advertising objectives flow from prior decisions on target
markets, market positioning & marketing mix. Many specific communication &
sales objectives can be assigned to advertising. An advertising goal (or
Objective) is a specific communication task and achievement level to be
accomplished with a specific audience in a specific period of time.

The main mission of “Dabur India Ltd.” is to increase the sales goals &
the advertising helps the company to reach its targeted figure. With the
help of advertising company has made sales turnover of Rs.2010 crore in
2005-2006. the long term and ultimate objective of “Dabur” is to satisfy
consumer needs & wants and to increase the sales of the company.

Today before starting or commencing with any activity we plant out

the objectives, we set up the goals regarding the activity that we are going
to perform. Thus, determination of objectives is considered very important
in all the fields.

Dabur goes for the production of FMCG products. It has defined

its objectives as per the classification. It includes objectives persuade to:

1. Inform
2. Persuade

40
 3. Remind (i.e. it clubs all the objectives head)

The main mission of every company behind doing advertising is:-

 To increase the sales of the company’s products.

 To inform the consumer about the company’s products.

 To remind the market about the product.

Advertising goals or objectives is a specific communication task
& achievement levels to be accomplished with a specific audience
in a specific time period.

1. To Inform

Informative advertising figures heavily in the pioneering

(introduction) stage of a product category, where the objective is to build
the primary demand.

“Dabur India Ltd.” inform about the new products, its uses,
any price change, etc. The company reduces buyer’s fear by correcting false
impression if any, clearing the doubts of consumers regarding the products,
etc. Hence the company has successfully built its brand image.

There was a rumor that “Pudin Hara” was giving side effect
after using it. So company decided to break this rumor and hence, “Dabur”
has started informative advertising like. . .

“Effect sahi, side effect Nahi”

It has really changed company’s impression regarding this

product in the market.

It gives knowledge about the product that exists & product

which is going to be introduced in the market. This is also called primary

41
advertising and primary advertising is done when the product is in
introductory stage. At present “Dabur” is doing informative advertising for
all its all products.

2. To Persuade

Persuasive advertising becomes important in the

competitive stage where a company’s objective is to build selective demand
for a particular brand, most advertising falls into this category. This is also
called selective advertising. It puts one brand against rest of the market.

“Dabur” insist and attract the customers to encourage them

to switch to its brand, building brand preference. It also persuades buyers
to buy its product once (at present) and continue its purchase (in future).
Sometimes Dabur also did selective advertising when there is a high
competition in the market. At present Dabur is doing selective advertising
for “Dabur Vatika Hair Oil” & “Dabur Chyawanprash” because there is very
high competition for both these products of the company. Such advertising
is called competitive advertising.

3. To Remind

Reminder advertising is highly important for the matured

products. A related form of advertisement is reinforcement advertisement,
which seeks to assure current purchasers that they have made the right
choice.

“Dabur” remind about the product that exist in the market. It

reminds in such a manner as if the need of the product will arise in the
future. It keeps reminding about its quality during the festivals. There are
various products of Dabur which are in matured stage like “Dabur lal tail”,
Dabur janam ghutti”, Dabur pudin hara” etc. needs reminder advertising.

42
There are other products too, the sales of which is more due to reminder
advertising.

Methods:
Advertising
Budget fixation
43
 After determining advertising objective the company can
proceed to establish its advertising budget for each product. The
role of advertising is to increase demand for the product. The co.
spend the amount required to achieve the sales goals.

Although advertising is treated as current expense, part of

it is really an investment that builds up an intangible value called
goodwill as brand equity.

There are various factors which are taken into

consideration while preparing the advertising budget.

Advertising budget means the money required to advertise

the product into the market whether it is the new product or
already established product. More money is required if the
product is newly introduced.

The factors like financial background also affect the

advertising budget in addition to the competitors. The financial
background of Dabur is very sound. So they have a good
advertising budget.

44
 Dabur has
made contracts with the bollywood stars like Amitabh Bachchan,
Rani Mukhrji, Mandira Bedi, Priyanka Chopra, Karishma Kapoor
etc.

A.] STAGE IN PRODUCT LIFE CYCLE

New product typically receive large advertising budget to

build awareness and to gain consumer trial. Established brand
usually are supported with lower advertising budget as a ratio to
sales.

Every product passes through product life cycle. The firm

has commenced before four years that it is in its growth stage.
At present Dabur utilizes more budgets for its new products.

For the newly introduced products the co. keeps a high

budget. The co. has a policy to maintain high budget for the new
products and those products which are well established and which
constitute a high profit margin. At present the well established
and most powerful products of Dabur are Chyawanparsh & Hair
oil.

45
B] MARKET SHARE AND CONSUMER BASE

High market share brands usually require less advertising

expenditure as a percentage of sales to maintain their share. To
build share by increasing market size requires larger advertising
expenditure. On a cost per impression basis, it is less expensive
to reach consumers of a widely used brand than to reach
consumers of low share brands.

Due to the changing environment, fashion and needs of the

consumers, the unit has introduced new scheme which is
economical to the firm as well as to the customers.

Scheme to distributors like giving gold/silver coin attaining

some particular targets. Dabur changes its advertising budget
according to the taste, fashion and needs of the target markets.

C] COMPETITION

In a market with large no. of competitors and high

advertising spending, a brand must advertise more heavily to be

46
heard. Even simple clutter from advertisement not directly
competitive to the brand creates a need for heavier advertising.

Competition affect greatly to any firm. Dabur is a very old

company so it has a very strong competition in the market with
the competitors like

ZANDU
SANDU
HIMALAYA
HIMANI
NIHAR etc.

Dabur increase the advertisement of its products when

there is arrival of any new competitor in the market.

D] FINANCIAL BACKGROUND

Availability of finance is an important factor for setting

advertising budget. If the co. can not advertise its product very
well in the market against its competitors the product may fail in
the market. Sometime some product may need constant
advertising on the media like T.V. and radio etc.

47
 Dabur India ltd. is already an established co. and it enjoys a
very good market share in the Ayurvedic industry so it has
sufficient finance for the advertisement purpose.

So far as budget is concerned financial background of

Dabur is very sound. And hence Dabur is able to spend a good
amount on its advertisements. Nowadays Dabur is sponsoring the
movies on the T.V. channels like Doordarshan.

ADVERTISING COPY
ADVERTISING AGENCY
ADVERTISING LAYOUT

48
 ADVERTISIND COPY
Advertising copy is written or spoken material of
advertising communication which includes:

 headlines
 Names
 Address for advertiser
 Logo
 Trade marks
 Text message

It is prepared by an expert copy writer. It is a creative

business demanding a lot of imagination and foresight.

The main aim of advertisement copy is to generate

attention, developing interest, it should be believable, it should
have proves of utility and should be within some range of rules of
govt.

49
 In Dabur India ltd. advertisement copy is being
prepared by the ad agencies and the marketing personnel. But the
final decision is based on marketing dept.

Dabur prepare different advertisement copy for

different countries/states for the states like Gujarat, the ad
agency like “mudra” and “STARCOM” media has performed the
work for preparing ad messages. The ad agency knows all the
details about the respective state and is able to handle and give
sufficient knowledge to its customers in same state.

Advertising copy changes with the changing festival

and seasons.

For e.g. during Diwali festival the advertising copy is

related to the Diwali festival. And so during the other festival.

The frequency of advertisement copies is not fixed. It

can be fortnightly basis or monthly basis as per festival or
season. (Dabur Chyawanprash)

Again the frequency of advertising is different from

product to product.

ADVERTISING BUDGET

50
 “Agencies are group of specialist who generally can
perform advertising task better than a company’s own staff.” To
select an ad agency is a very difficult job. The best and the good
working ad agency create a very good impact in the market
through their reputation and/or size of the agency attracts new
business.

Dabur India ltd. has many ad agencies which are:

1) O & M (Ogilvy and Mather )

2) Bater
3) Mudra
4) Carat Media
5) STARCOM for Media
6) J Walter Thompson

In the very beginning co. was making its advertising copy

and lay out by it self only , then after co. appointed “ Mudra “ for
Gujarat, “ Carat Media” for Maharashtra, “STATCOM” for media
and O & M for the India level. Payment for the remuneration is on
contract basis, on every time they send their bills and payments
of remuneration is made by advertising dept. there is no
continuous fee structure.

ADVERTING LAYOUT

The advertising layout deals with proper and attractive

physical arrangements for the layout presentation of the message
for sales communication. A visual layout of advertisement has the
following elements:

51
  HEADLINE
 ILLUSTRATION
 COLOUR/TYPES AVAILABLE
 THE ADVERTISER OR SPONSER
 THE SLOGAN

In Dabur India ltd. the arrangement of advertisement

layout is prepared/decided by the ad agencies and the top
executives of advtg. Dept. (i.e. by Mr. Devender Garg who is the
head of the consumer care division, marketing head.)

Dabur has rarely given the advertisement of its product

in the newspaper. The co. mostly uses T.V. media or giving
advertisements for its product.

Message generation

Choosing the advertising message is a very creative

and challenging because the message itself creates a value for
the product. Generally, message should be decided as a part of
developing the product concept. Yet there is usually latitude for a
no. of possible messages over time the marketer might want to
change the message especially if consumers seek new or
different from product.

Message evaluation and selection

52
 A good ad agency normally focuses on one core proposal.
The advertiser conducts market research to determine which
appeal work best with its target audience.

For e.g. the new product of Dabur is in candy form

(Hajmola) and the target markets are children. So, on the basis
of target market, the preparation of message is done.

FACTORS
TIMINGS

53
 FACTORS/REASON BEHIND
CHOOSING MEDIA

The media planner has to know the capacity of the major media
types to deliver reach, frequency and media impact. There are various
reasons behind choosing the media, they are:

1] COVERAGE REACHES

Radio and television are the most effective media for reaching
through out the country. Dabur selected the TV because T.V. advertising is
very effective than that of other medias. . In the present era T.V. is the
best mode of advertising the product. It covers 92.5 % of coverage.

2] PRODUCT

Product also affects the selection of media. Women’s dresses are

best shown in colour magazines, cameras are best shown in T.V. so, according
to the product, and the media is selected. As the dabur’s products are
Ayurvedic as well as F.M.C.G. so the best and proper way to advertise these
products is T.V. as well as radio.

3] COST

54
 The most imp. Factor which affects the selection of media is
cost. In today’s world T.V. advertising is very expensive, while advertising
through print media is less expensive. As the financial background of Dabur
is sound it prefers T.V. media for advertising.

DECIDING THE MEDIA TIMINGS

Deciding the timing of advertisement is a very difficult job i.e.

at which time the advertisement of a particular product should be produced.
Dabur has selected T.V. as the main advertising media. And so has decided
the media timings of their product. i.e. advertisement of some products is
shown in the morning, some in the evening time etc.

For e.g. the ad of Hajmola candy is given by the co. during the
morning and during the lunch time because the product like Hajmola candy is
made to be taken after taking the lunch.

55
 MEASUREMENT
This is the fifth and the last ‘M’ amongst the 5 ‘M’s of the
advertising. This ‘M’ stands for Measurement which deals with the
effectiveness of advertising done by the organization for its product or
service.

Good planning & control of advertising depends critically on

measures of effectiveness. Most advertisers try to measure the

56
communication effect of an ad i.e. its potential effect on awareness,
knowledge or preference. They would also like to measure the ad’s sales
effect but often feel it is difficult to measure yet both can & should be
reached.

The measurement of advertising can be made through the awareness

program or through the survey on the effect of advertising & also through
consumer perception.

Dabur measure their advertising effectiveness on sales through

conducting the ad awareness program. Sometimes company also prepare
questionnaire (survey) in big cities to know the effect of ad on the
consumer. Company also follows the consumer perception technique for
measuring the advertising effectiveness. Through survey of advertising
attributes/factors which may able to know the key of the company

57
 The main objective of research is to assist the marketing executive
in solving the product problem relating to the marketing of goods and
services. Marketing research is more helpful to researcher because with
taking into consideration result obtained by him after research, he can take
decision in favour of both firm and consumers. Following are the aim of
marketing research and analysis may be stated as follows:

 To assess probable volume of future sales.

 To indicate the distribution method best suited to the product and

market.

58
  To assess competitive strengths and policies.

 To define probable market for specialized product and to report

general market conditions and techniques buying benefits etc.

 To study geographical distribution of the product.

 To know company’s expected share of the market.

 To estimate potential buying power of customers in various area.

 To identify marketing opportunities on problems.

 To know about customers acceptance of the product.

 To determine dimension of the marketing problems.

Here I have surveyed the product which is famous in every home of

the country and in every child i.e. Dabur Chyawanprash. The main intention
of the survey is to know the satisfaction level obtained by the
consumers of Dabur Hair Oil. The survey was obtained in the city of
Raipur. For the survey purpose I made a questionnaire and supplied it to a
sample size of 50 (Fifty) persons at Big Bazaar, Raipur. The response was
very healthy and swift. My questionnaire is given here.

59
 Generally most used are the two types of survey in this field. They
are firstly the Population and sample size and secondly the method of
sampling. If the size of sample is very high then the method of population is
used and on the contrary if the size of sample survey is not very big then
the method of sampling is taken into account. Both the methods have some
benefits as well as some drawbacks. If the sample size is very high then the
result may not be very accurate than that of the sampling method as the
number of samples is very less. So here I have taken a small size of sample
that is fifty so the results can be obtained as accurate as possible. The
results obtained this way is very attractive and in favour of the company.
Company has many opportunities in the Hair Oil market. The Dabur Hair Oil
is enjoying a larger share of the market so far as this product is concerned.

The survey was tested on the fifty persons. The survey got an
amazing response. The below given is the result with suggestions to the
questionnaire on the customer satisfaction of Dabur Hair Oil.

A Study of Consumer’s Opinion / Remarks / Feedback on DABUR as an

advertising of this brand

Respected Madam,

I am a student of B.COM 5TH SEM Studying at MATS

UNIVERSITY,RAIPUR. The aim of this questionnaire is to survey on
consumers opinion regarding DABUR’s Advertising.

I assure you that the Information given by you will not disclosed & will
be used only for study Purpose and hope that the Information given by you
will be correct.
Thank you.

Fill all the blank Properly

Please tick the Response applicable to you in the Squares given.

60
 CONSUMER’S INFORMATION

 Name of Consumer

 Address

 Contact No.

 Gender :- Male Female

 Age :- 19 to 25

26 to 35

35+to more
1. Which type of hair oil do you prefer?
a) branded b) loose

2. Which brands of hair oil do you prefer?

a) Dabur b) Himaliya
c) Himani d) Parasuit
e) Nihar f) Local

3. Do you consume Dabur vatika hair oil?

a) Yes b) No

4. How many times do you use Dabur vatika?

a) Daily b) Weekly
b) Monthly

5. How long you are consuming Dabur vatika?

61
a) Less than 1 year
b) Less than 5 year
c) More than 5 year

6. Why do you purchase Dabur vatika?

a) Quality b) Quantity
c) Price d) Brand name

7. How do you come to know about the Dabur vatika?

a) Advertisement b) Word of mouth
b) Retailers d) Magazines

8. Are you satisfied with the price of Dabur vatika?

a) Yes b) No

9. Are you satisfied the with Dabur vatika?

a) Yes b) No

10. If you are not using Dabur vatika than what is your
expectation?
a) Less price b) Better quality
c) Good packaging d) Good scheme

11. Are you aware about other Dabur product?

a) Yes b) No

12. Do you purchase regularly Dabber’s products?

a) Yes b) No

62
1.which type of hair oil do you prefer?

OPTIONS RESPONSES IN PERCENTAGE

BRANDED 39 78 %
LOOSE 11 22%

80%
70%
60%
50% 78%
40% Percentage
30%
20%
22%
10%
0%
Branded Loose

SUGGESTIONS

From the survey it is inferred that the majority of the

consumers of Hair Oil believe in branded one. There are very less
consumers who consume loose Hair Oil. So the survey favours the
branded companies, thus the Dabur has opportunities to expand
the market.
1) which brands of hair oil do you prefer?

OPTIONS RESPONSES IN PERCENTAGE

63
 DABUR 32 64 %
HIMALAYA 05 10 %
HIMANI 05 10%
PARASUIT 02 04 %
NIHAR 04 08%
LOCAL 02 04 %

70%

60%

50%

40%
64%
Percentage
30%

20%

10%
10% 10% 8% 4%
4%
0%
Dabur Himalaya Himani Parasuit Nihar Local

SUGGESTIONS

So far as the Hair Oil is concerned, the Dabur is the most

reliable name in the market. Dabur is enjoying highest market
share in the Hair Oil market. Most people favour Dabur for the
Hair Oil.

2) Do you consume Dabur vatika hair oil?

OPTIONS RESPONSES IN PERCENTAGE

YES 35 70 %

64
 NO 15 30 %

30%

70%
yes

No

SUGGESTIONS:
From the survey I made, I can suggest that the Hair Oil
has a good market. So company if want to expand their practices
in this field, it can surely jump into this product.

3) How many times do you use Dabur vatika?

65
 OPTIONS RESPONSES IN PERCENTAGE
DAILY 27 54 %
WEEKLY 16 32 %
MONTHLY 07 14 %

14%

Daily

32% 54% Weekly

Monthly

SUGGESTIONS

Most of the Hair Oil users consume it daily as it is helpful

only if it is taken daily and regularly. There are some who
consume it weekly and some even monthly.
4) How long you are consuming Dabur vatika?

Option Response In percentage

< 1 year 7 14%
< 5 years 21 42%

66
 > 5 years 22 44%

45%
40%
35%
30%
25%
20% 44% Percentage
15% 42%
10%
5% 14%
0%
< 1 year < 5 year > 5 year

Suggestion

In the survey I found out that majority of the people who

answered are using the Dabur Hair Oil since more than last five
years and then comes the persons who are using it since five
years and at last the persons who are using it since last one year.
So the usage of the product has been increasing day by day.
5) Why do you purchase Dabur vatika?

OPTIONS RESPONSES IN PERCENTAGE

QUALITY 29 58 %
QUANTITY 05 10 %
PRICE 13 26 %
BRAND 03 06 %

67
 AWARENESS

60%

50%

40%

30% 58%
Percentage
20%
26%
10%
10% 6%
0%
Quality Quantity Price Brand

SUGGESTIONS

As the company is very well established in the market and

believes in the quality, it has got many customers. Most of the
Dabur consumers give importance to the quality. Thus the
company proves to be qualitative in the market and need to
maintain the quality of the product.
6) How do you come to know about the Dabur
vatika?

OPTIONS RESPONSES IN PERCENTAGE

ADVERTISEMENT 38 76 %
RETAILERS 05 10 %
WORD OF MOUTH 05 10 %
MAGAZINES 02 04 %

68
 80%

60%

40% 76%
Percentage
20%
10% 10% 4%
0%
Advt. Word of mouth

SUGGESTIONS

The promotional activities of the Dabur are very

systematic and progressive in the market. The company
advertises on the T.V. generally. It has got good brand
ambassadors like Amitabh Bachhan. Thus most of the people
come to know about Dabur every now and then. Company
needs to keep it continue.
7) Are you satisfied with the price of Dabur vatika?

Option Response In Percentage

Yes 28 56%
No 22 44%

69
 60%

50%

40%

30% Percentage
20% 56% 44%

10%

0%
Yes No

Suggestion

As we all know the Dabur is an old and very well

established organization in India. The products of Dabur
are qualitative and reasonable in price but now the
competition is increased very much in the market and very
cheap products are available in the market. But yet majority
of the consumers finds the pricing of Dabur very reasonable
only.
8) Are you satisfied the with Dabur vatika?

OPTIONS RESPONSE IN PERCENTAGE

YES 42 84 %
NO 08 16 %

70
 90%
80%
70%
60%
50%
84% Percentage
40%
30%
20%
10% 16%
0%
Yes No

SUGGESTIONS

All the consumers who purchase the Dabur Hair Oil go

with the satisfaction on their face. The product of the
Dabur has given the satisfaction to their customers. Thus
the company produces very satisfactory products.

9) If you are not using Dabur vatika than what is

your expectation?

OPTIONS RESPONSES IN PERCENTAGE

LESS PRICE 32 64 %
BETTER QUALITY 12 24 %
GOOD PACKAGING 04 08 %
GOOD SCHEMES 02 04 %

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70%
60%
50%
40%
64% Percentage
30%
20%
10%
0% 24%
8%
4%

SUGGESTION

So far the price, the quality, packaging and all other

promotional activities of the Dabur Company are concerned
it is best and reasonable than those of the other
competitors. Thus company needs to maintain all the policies
regarding the competitors in the market.
10) Are you aware about other Dabur product?

OPTIONS RESPONSES IN PERCENTAGE

YES 47 94 %
NO 03 06 %

72
 100%

80%

60%
94% Yes No
40%

20%
6%
0%
Yes No

SUGGESTIONS

As the company Dabur and its products are very popular in

the India, generally all of the people are aware of the Dabur and
its products. Specifically the Dabur Hair Oil is the very famous
among all. The company has good image in the market. Thus
company has many opportunities.
11) Do you purchase regularly Dabber’s products?

Option Response In percentage

Yes 29 58%
No 21 42%

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 60%

50%

40%

30% 58%
Percentage
20% 42%

10%

0%
Yes No

Suggestion

Dabur Hair Oil is no doubt very popular in the market

but it is not true in each and every products of Dabur Company.
Thus the Dabur needs to do something more in the way to make
each and every product as popular as the Dabur Hair Oil and some
other.

74
 The term SWOT includes the four characteristics
which are Strength, Weakness, Opportunities and Threat
respectively. All types of company whether large or small always
carry with some characteristic like strengths, weaknesses,
opportunities and threats. The analysis of these characteristics
in the case of Dabur India Ltd. is as follows.

75
 1] STRENGTH

The strength of Dabur India Ltd. depends on its work

force which is efficient and their proper management by the
organization. The management and workers work with same goal
achievement target and adopt same objective through different
ways, so no power can break their internal dependence based on
faith and hard work and devoted work force. The positive point
that I found while my industrial training over there is good
working ability and unity among the workers and staff members.

2] WEAKNESS

As such they don’t feel any weakness in their

management but it is not always such. Because while doing survey
for the Dabur Hair Oil I got suggestions from the general public
that the Dabur India Ltd. is not doing effective and balanced
advertising of all their products. Only some major products are
advertised. There are such products of the company about which
the public may not have any information. On T.V. also we find
advertisement of some popular of their products but not of all,
the new product’s advertisement is given only while the
introduction period.

The company doesn’t take much help of Print media to

advertise. This is also a drawback of the company. Company
misses a larger segment of market because of this.

3] OPPORTUNITIES

76
 As the company is very popular and has a good image in
the market it has got many opportunities. If we consider the
above mentioned matter, the company can yet increase its market
share and can become more popular in the market if they focus on
all round advertising. If the newly launched products are given
importance as the other established products then company will
surly get the fruits. In my survey I also found that company is
charging little high prices of some of their products than the
competitors. The company can be benefited if it fight this matter
with its competitors and may get some more customers in the
market.

4] THREATS

Today, for each and every company the main threat is

of competition. Same way the Dabur India Ltd. also has the same
threats as others i.e. of competition. Most of the products of the
Dabur India Ltd. are facing the competition with other F.M.C.G.
and Ayurvedic products manufacturing companies. And yet many
more companies of which most of are Multinationals are entering
the market so the Dabur India Ltd. has the threat of facing a
large size of competition.

77
78
 Any company can think about its future plans only when it has
attained some stable position and standards of performance. Future plans
are to be planned with almost care so that they can be applied in future.

Dabur India Ltd. is planning to increase the promotional

activities to achieve the same success as in India. The company is there in
the foreign countries but it does not have same popularity of the products
over there. The company updates their machinery with latest technology so

79
that it can compete with the competitors in the market. Whenever needed,
the company always is ready to take actions to compete in the market.

The company is hoping it’s every product to be famous and

popular as the products like Dabur Chyawanprash and Dabur Hair Oil etc.
The company is planning to make a special strategy or rather the promotional
activities for all the products. Thus company’s future plan is to become very
much successful in India as well as at international level.

80
81
 During my industrial training at Dabur India Ltd., I had very good
experiences in the organization. The working staff at the Dabur India Ltd. is
very polite and coordinating. And this is the secret of their long lasting. As
we know Dabur India Ltd. was established in 1884 that means it has been
working since more than 100 years in this field. This is the oldest
organization in India.

The future of the Dabur India Ltd. is very bright in the

F.M.C.G. and Ayurvedic products. The stand of the Dabur is very strong in
the market as it is very established organization in India, all people are
aware of Dabur products. The sales of the Dabur products have been
increasing very effectively year by year. Thus, the secret of their long
lasting existing lies in the hard efforts of workforce and brilliant
management. Thus I wish a bright future of the company.

Thus I conclude that the success in this competitive business

world needs hard working and proper management which is there in the
Dabur India Ltd.

82
 Dabur India Ltd. is a well going business organization
with all the necessary inputs to get the best output. They possess
all the necessary machineries and equipments to manufacture
every F.M.C.G. and Ayurvedic products. They also have enough
workers to perform the work.

So really speaking there is no such thing that can be

suggested by me but one thing always comes to my mind is that
for such an industry who is quite profitable and successful, it will
be very much easy if it launches a new product in the same field.
They have just launched a new product named Dabur
Chyawanshakti. They will easily get the customers and even
personnel to work in the organization.

It is understandable for us that the company can yet

make a good and huge market for their products. So it is
suggested that if the company will go further it will get a bright
future in all other products as some other popular products.

83
MARKETING MANAGEMENT => PHILIP KOTLER

84
MARKETING MANAGEMETN =>SHERLEKAR &
SHERLEKAR

Fundamentals Management => William Stanton

WEB SITE OF DABUR INDIA LTD. FOR GENERAL

INFORMAITON => www.dabur.com

85