INFINITY MANAGEMENT & engineering COLLEGE SAGAR, M.P.

SUMMER INTERNSHIP PROJECT REPORT ON TITLE

MARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTS

BY

ABID ALI
SUBMITTED TO:

SIR SANDEEP JAIN Sr BDM DABUR INDIA LIMITED

PROF.ASHFAQ SIDDIQUE Professor & head, department of management Studies

Dr. Hari Singh Gaur Vishwavidhalaya Sagar (M.P.) Session 2009-11

DABUR INDIA LIMITED

ONE OF INDIAS MOST ADMIRED COMPANY

CERTIFICATE
I hereby certify that the project titled MARKETING RESEARCH FOR ASSESSING

PERFORMANCE OF DABUR PRODUCTS report submitted to the INFINITY MANAGEMENT & ENGINEERING COLLEGE SAGAR, M.P. in partial fulfillment of the requirement for the award of the degree of Master of business administration is based on project undertaken by Prof ashfaq siddique under my guidance.

HEAD OF DEPARTMENT Prof. ASHFAQ SIDDIQUE Department of Management Studies

NAME OF THE GUIDE Prof. ASHFAQ SIDDIQUE

EXTERNAL EXAMINER

Place: sagar Date :

STUDENT DECLARATION
I hereby declare that this project report titled MARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTS . is executed as per the course requirement for the mba program in management. I have not been submitted by me or any other person to any other university or institution for degree or diploma. Its my own work.

Place: Date:

ABID ALI
MBA iii
rd

sem

(2010-2012)

ACKNOWLEDGEMENT
I offer a great many thanks to a great many people who helped and supported me during the project. My deepest thanks to (HOD) Prof ASHFAQ SIDDIQUE, 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, INFINITY MANAGEMENT AND ENGINEERING COLLAGE SAGAR, for extending his support. My deep sense of gratitude to Mr. SANDEEP JAIN 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 department he 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 ABID ALI

INFINITY MANAGEMENT AND ENGINEERING COLLAGE

SAGAR MBA-2010-2012

PREFACE
Education becomes more meaningful when its theoretical aspects are combined with the practical experiences .This provides an opportunity to the student to improve there understanding of the studies. Master of business administration of finance is course which combines with theory and its application as its contents of study in the field of management as a part of this course every aspirant has to go undergo AT LEAST FIVE WEEKS Summer Training in organization of repute the purpose of this training is to expose the student of management to real business situation and to provide insight in to the various functions carried out with in the organization. I am fortunate enough to gat the opportunity of my Summer Training in the DABUR LTD..

CONTENTS
CERTIFICATE DECLARATION ACKNOWLEDMENT PREFACE

INTRODUCTION o BUSINESS PORTFOLIO o VISION & MISSION o MILESTONES OBJECTIVES MARKET RESEARCH MARKETING ANALYSIS OF DABUR INDIA LIMITED Concept of Marketing Marketing Mix 4 Ps of Marketing DATA ANALYSIS AND INTERPRETATION FINDINGS AND RECOMMENDATIONS CONCLUSION AND SUGGESTION

 BIBLIOGRAPHY

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 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 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 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

Focus markets:
- Nigeria - Bangladesh - Nepal and US

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

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.

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

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.

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.

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 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.

OBJECTIVES
1. 2. 3. 4. 5. 6. To know the scope for the market and market share. To know the habit of the people of sagar City. To know the purpose of fmcg sector in industry . To know the influencing force behind the decision making while trading in market. To find out the best pattern to Supply chain management. To find out the medium which is the best suitable for trading on between retailers.

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 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 ]

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.
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

MARKETING ANALYSIS OF DABUR INDIA LIMITED

CONCEPT OF MARKETING
Market in common language is a place where business is conducted or in other words where goods and services are exchanged. The term market is used in variety of contexts. It can be a wholesale market & Retail market. The managerial awareness and desire reflected in the consumer orientation for an all-out commitment to the market consideration and marketing operations to the consumer needs has given birth to new operational notion called the Marketing concept. Marketing as the word suggests simply means identifying needs of the customers or in others words to know about the pulse of each & every customer. A social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products & services of value with others. The following are important elements for a marketing exchange to take place:a. Presence of at least two parties- Buyer and Seller. b. Both parties must have something viewed valuable by each other. c. Both parties are free to accept or reject the offer. d. Each party feels desirable to deal with each other. e. Each party is capable of communication and delivery. Marketing planning, involves buying different and functionsmarketing research, product

assembling,

packaging,

storage,

warehousing,

Transportation, promotion & selling. These functions helps the firm to realize its profit goal by actualizing potential exchanges with the customers.

MARKETING MIX
Marketing mix refers to the ingredients or the tools or the variables which the marketeer mixes in order to interact with a market. It is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. Marketing mix includes the following activities -product planning, pricing, branding, packaging, channels of distribution, displays, physical handling, advertising etc. All the activities listed above create what a marketeer offers to the market. It is through these that market is created and managed. The above list of marketing mix elements was reclassified by McCarthy into four categories popularly known as four Ps of marketing -: product, price, place and promotion.

PRODUCT Product mix Packaging Labeling Product quality Branding

PLACE Channel strategy Intermediaries Channel conflict Channel selection Physical distribution

PRICE Price methods Pricing strategies Price policy Price changes

PROMOTION Promotion mix Advertising Sales promotion Personal selling Publicity Public relations

4 PS OF DABUR INDIA LIMITED

PRODUCT PRICE PLACE PROMOTION

PRODUCT
The product is the physical good or service offered to the consumer. The product is the most visible element of the marketing mix. When a firm introduces a number of products over time gradually, its offerings become many. That is, the firm becomes a multi product firm. Similarly, Dr. S. K. Burman started a small pharmacy in Calcutta in 1884 where he launched his mission of providing health care products. Which was later made a full fledged company Dabur (Dr. S. K. Burman) India Limited started with only few ayurvedic medicines. But now it has a bigger portfolio of products of variety of brands like hair care, health care, baby care & other different types of Home & Personal care products along with food and digestive products. Further the company can increase the depth of an item in the line by adding new variants. For example Dabur has added different flavours like orange and lime to its Glucon D. Daburs diverse product range is today manufactured in 9 manufacturing facilities within India and 5 other worldwide. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. Over the past two years, Daburs product portfolio has been systematically overhauled through re-launches and brand extensions, even as fresh forays have been made into new categories such as hair, skin care and home care. Recently two new products, disinfectant cleaner and kitchen cleaner under Dazzl brand. All these launches of new kinds of products will help the company to capture the potential market arising from the growing needs of

the fast expanding market, especially the aspiring and affluent Indian household categories.

Dabur brands are broadly divided in to six categories:-

1) 2) 3) 4) 5) 6)

Health Care Personal Care Home Care Ayurvedic Specialities Foods Guar Gum

MARKET SHARE OF DABUR

Dabur India Ltd. is Indias third largest fast moving consumer goods company by sales. Some of their achievements are

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 total share

PRICE

Price is normally expressed in monetary terms. It is worth of a product or service in monetary terms. Price is the value which a buyer passes on to the seller in lieu of the product or service provided. Price is a crucial determinant of the fact whether the exchange between the buyer and seller should materialize or not. While pricing the products three main factors should be kept in mind -: 1. Cost 2. Competition 3. consumer demand Pricing Strategies of Dabur Dabur has stepped up the pace of new product launches and is investing ad spend and marketing. The entire product portfolio is also tweaked to include premium offerings such as more variants under almost every category, like Dabur Vatika Hair Oil is available in 3 different versions . Dabur is today seen as far more proactive in the market. Dabur is now an external oriented company. Across the whole organization the company have one definition of winning, and that means not just growing, but growing completely. Over the last two years, Dabur has maintained its operating margins through judicious price hikes across products and reduction in pack sizes.

The three main factors affecting the pricing strategies have been discussed below -: I. COST

One of the most important factor to take care while pricing is the cost costs set the floor for pricing decisions. There are two types of cost variable cost and fixed cost. It is important that the price should recover all costs including a fair return for undertaking the marketing effort and risk. II. COMPETITION

Competition is another important consideration while pricing. When a firm does not face any competition it can enjoy complete freedom in fixing its price. But when there are competitors selling the same or similar products, the pricing freedom is considerably reduced. Its price must fall in line with the competitors. Similarly Dabur India Limited also has many competitors. But Daburs top selected competitors are:1. Hindustan Unilever Limited 2. Proctor and Gamble 3. Pepsi co. 4. Colgate Palmolive 5. Godrej Industries 6. Marico Ltd. III. etc.

CONSUMER DEMAND

Dabur learned that the majority of Indian population tends to go towards the Indianised natural and herbal products thus they made it their USP. Dabur is efficiently leading the market with this product range, providing the customers with special products easily.

PLACE
Place in the context of marketing mix refers to a set of decisions that need to be taken in order to make the products available to the customers for purchase and consumption. Making the products available to the customers require development of channels of distribution and physical distribution of products. CHANNELS OF DISTRIBUTION Channels of distribution refers to the path taken by the goods in their movement to the customers. For instance, the toothpaste we use is manufactured in the factory of a company Dabur. But before it reaches us it passes through the hands of many middlemen who help it come to you in right time, at right place and in right quantity. Daburs distribution network is recognised as one of its key strengths. Its focus is not only to enable easy access to our brands, but also to touch consumers with a three-way convergence - of product availability, brand communication, and higher levels of brand experience. A Diagram explaining the channels of Distribution is given below The above diagram it shows channel of distribution of dabur foods, here first the products are manufactured and from Manufacturing plants the packed goods are supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are then further supplied to number of Stockiest or Distributors, from here goods reaches to large number of Retailers and it is the duty of Stockiest to take orders from retailers and then supply the goods to them, this work is generally done by stockiest salesman through ready stock or by

taking orders first and then placing the order. From here the goods finally reaches to Customers. Customer purchases the product from retailers. Manufacturing Plant

Clearing and forwarding agent (different regions)

Stockist A

Stockist B

Stockist C

Retailers

Retailers

Retailers

Retailers

Retailers Retailers

U M

E R

STOCKIEST OR DISTRIBUTORS Stockiest store the products in their godowns, C&FA supplies the goods to them as per their order. Stockiest has some sales men working under him, they are known as stockiest sales man. Their work is to place the products in the market and take order from retailers and then supply goods to them. Sales man either take ready stock with them or they first take orders and then supply goods later on. There is a beat which is a schedule route of sales man, means sales man has to daily cover the route as mention in the beat. Merchandising, making products visible, pasting posters, putting banners, and seeing that goods are properly placed in the retail outlets is also the duty of stockiest sales man. Companies sales officer keeps a check on the stockiest and monthly report is also prepared which is further analyzed by ASM & ZSM.

RETAILERS Retailers are backbone of the company as they are the one who can take the product on new heights or can bring it down to toes. Stockiest supplies goods to retailers and tries Persuading retailers to give the brand special displays (using merchandising tools) to get affective brand presence, and arranging it in more noticeable manner. Margin of retailers is always higher than stockiest. Retailers are the ones who have direct contact with the customers. Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease.

PROMOTION
Once the product has been manufactured, priced rightly and is distributed, the next task of the marketer is to inform potential customer about the product and persuade them to buy the same. The promotion element of marketing distribution mix is concerned that sales with goals activities are that are There undertaken are to communicate with both customers and participants in the channel of such realized. different promotional activities like-: Advertising, Sales promotion, trade promotion, personal selling etc. but one of the most convenient and effective one that most of the industries uses is the Advertising and Sales Promotion. Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Dabur has created the huge brand image and a vast product following by associating mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on the advertising of Real Fruit Juice and Real Active. So far the company has

been successful in this mission as the people now know the brand and ask for its products by name. Sales promotion An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods. In marketing, sales promotion is one of the four aspects of promotion. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion involves short-term incentives to encourage buyers to purchase a product. It's aim is to encourage immediate purchase of a product. If used too often however, sales promotion can create a situation where consumers will not buy unless there is a bonus offer. This will result in loss of profit for the company. More than any other element of the promotional mix, sales promotion is about action. It is about stimulating customers to buy a product. It is not designed to be informative a role which advertising is much better suited to. Sales promotion can be directed at: The ultimate consumer (a pull strategy encouraging purchase) The distribution channel (a push strategy encouraging the channels to stock the product). This is usually known as selling into the trade

DATA ANALYSIS AND INTERPRETATION

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

BROWN AND POLSION 1% NOT USING NEATURE 1% 0% LEMELA 5% SHREE FOODS 6% DABUR 7%

EXISTING BRANDS AND MARKET SHARE

WEEKFIELD BEE GEE INDIA (THREE BIRDS) SHREE FOODS LEMELA

BEE GEE INDIA (THREE BIRDS) 29%

WEEKFIELD 51%

NEATURE BROWN ANDPOLSION DABUR NOT USING

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 sagar . SHREE FOODS:-it is catered by shree foods ltd. it is also local brand of sagar. 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 USING TOTAL SAMPLE SIZE

NO. OF ACCOUNTS
148 2 150

NO. OF ACCOUNTS NOT USING 1%

MARKET SIZE ANALYSIS

PRODUCT: C0RNFLOUR
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS USING 99%

NO. OF ACCOUNTS NOT USING

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.

BRAND USING ANALYSIS OF LEMONEEZE

BRAND NAME LEMONEEZE(DABUR) ROYAL BURTON LIMECARDILE USING FRESH LEMONS TOTAL
ROYAL BURTON 1%

NO. OF ACCOUNTS USE 3 1 2 146 152

LEMONEEZE(DABUR) 2%
LIMECARDILE 1%

LEMONEEZE(DABUR) ROYAL BURTON

USING FRESH LEMONS 96%

LIMECARDILE USING FRESH LEMONS

EXISTING BRANDS AND MARKET SHARE

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 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 )

MARKET SIZE ANALYSIS OF LEMONEEZE

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 6 144 150

NO. OF ACCOUNTS USING 4%

MARKET SIZE ANALYSIS

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

NO. OF ACCOUNTS NOT USING 96%

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.

BRAND USING ANALYSIS OF CAPSICO

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

EXISTING BRANDS AND MARKET SHARE

CAPSICO 19%

NOT USING 60%

TABASCO 21%

CAPSICO TABASCO NOT USING

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). 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)

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

THAILAND(king thai) DABUR CHOCO 2% 6% 1%

CHAOCOH(IMPORTED ) 7% CANZ 3% THAILAND(king thai) NESTLE 1% DABUR CHOCO

NOT USING 80%

CHAOCOH(IMPORTED) CANZ NESTLE NOT USING

EXISTING BRANDS AND MARKET SHARE

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.

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

PRODUCT: COCONUT MILK

NO. OF ACCOUNTS USING 20%

NO. OF ACCOUNTS NOT USING 80%

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

MARKET SIZE ANALYSIS

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.

BRAND USING ANALYSIS OF HONEY

BRAND NAME DABUR MARRY FOODS NOT USINS TOTAL
NOT USINS MARRY FOODS 9% 1%

NO. OF ACCOUNTS USE 134 2 13 149

DABUR MARRY FOODS DABUR 90% NOT USINS

EXISTING BRANDS AND MARKET SHARE

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 reason There is no pack size less than 500 Grm (institutional). 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

NO. OF ACCOUNTS NOT USING 9%

PRODUCT: HONEY
NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING 91% NO. OF ACCOUNTS NOT USING

MARKET SIZE ANALYSIS

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.

BRAND USING ANALYSIS OF TOMATO PUREE

BRAND NAME KAYTIS GOLDEN CROWN DABUR(NATURES BEST ) NOGA FRUTINS TOPS KISSAN MORTAN MID LAND GURUJI NOT USING TOTAL NO. OF ACCOUNTS USE 39 26 2 8 19 8 2 7 3 2 34 150

EXISTING BRANDS AND MARKET SHARE

KAYTIS GOLDEN CROWN DABUR(NEATURS BEST ) GURUJI 1% MID LAND 2% NOGA FRUTINS TOPS MORTAN 5% TOPS 5% FRUTINS 13% NOGA 5% DABUR(NATURE,S BEST ) 2% KISSAN GOLDEN CROWN 17% MORTAN MID LAND GURUJI NOT USING

NOT USING 23%

KAYTIS 26%

KISSAN 1%

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 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. 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).

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

NO. OF ACCOUNTS NOT USING 23%

PRODUCT: TOMATO PUREE

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

NO. OF ACCOUNTS USING 77%

MARKET SIZE ANALYSIS

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

EXISTING BRANDS AND MARKET SHARE

P&R 7%

P&R NOT USING

NOT USING 93%

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.

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
KISSAN HEINZ 1% 3% CROSS&BLACKWELL 3% BLACK & BARRIES 1% NESTLE KISSAN HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING NOT USING 85%

NESTLE 7%

EXISTING BRANDS AND MARKET SHARE

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 seven (7%) percent market share. KISSAN: - it has one (1%) percent market share. HEINZ: - it has three (3%) percent market share. CROSS & BLACKWELL: - it has three (3%) percent market share. BLACK & BARRIES: - it has one (1%) percent market share. NOT USING: - it has eighty five (85%) percent market share.

PACK SIZE (USED)ANALYSIS OF SNACK DRESSING

AVAILABLE PACK SIZE 200 ML 1 KG 1.2 KG NOT USING TOTAL
200 ML 3% 1 KG 4% 1.2 KG 8%

NO. OF ACCOUNTS USING 4 6 12 128 150

200 ML 1 KG 1.2 KG NOT USING NOT USING 85%

PACK SIZE (USED) ANALYSIS

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.

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

NO. OF ACCOUNTS USING 15%

PRODUCT: SNACK DRESSING

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

NO. OF ACCOUNTS NOT USING 85%

MARKET SIZE ANALYSIS

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.

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

CROSS WELL 5%

KAYTIS 2%

GOLDEN CROWN 5%

NESTLE 10% RACY 10% KISSAN 20%

NESTLE KISSAN

HEINZE 3%

PINKS MAGGI TOPS HALLS HEINZE RACY GOLDEN CROWN MAGGI 22% PINKS 14% CROSS WELL KAYTIS

HALLS 2% TOPS 7%

EXISTING BRANDS AND MARKET SHARE

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. 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. KAYTIS: - It has two (2%) percent market share.

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

NO. OF ACCOUNTS NOT USING 0%

PRODUCT : TOMATO KETCHUP

NO. OF ACCOUNTS USING 100%

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

MARKET SIZE ANALYSIS

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 FRUTINS NOGA MIDLAND NATURAL MORTAN TOP'S DABUR KISSAN NOT USING TOTAL NO. OF ACCOUNTS USE 52 25 27 7 3 1 6 11 1 1 16 150

EXISTING BRANDS AND MARKET SHARE

KISSAN 1% DABUR 1% MORTAN 4% NATURAL 1% MIDLAND 2% TOP'S 7% NOT USING 10% KAYTIS 34% KAYTIS GOLDEN CROWN FRUTINS NOGA MIDLAND NATURAL NOGA 5% MORTAN TOP'S DABUR FRUTINS 18% GOLDEN CROWN 17% KISSAN NOT USING

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 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. 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.

MARKET SIZE ANALYSIS OF PINEAPPLE SLICES

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 134 16 150

NO. OF ACCOUNTS NOT USING 11%

PRODUCT : PINEAPPLE SLICE

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

NO. OF ACCOUNTS USING 89%

MARKET SIZE ANALYSIS

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 TOP'S MIDLAND MORTAN DABUR NATURAL NOT USING TOTAL NO. OF ACCOUNTS USE 46 25 4 28 10 4 6 1 1 25 150

EXISTING BRANDS AND MARKET SIZE

NATURAL 1% DABUR 1% MORTAN 4% MIDLAND 2% TOP'S 7%

NOT USING 17% KAYTIS 31%

KAYTIS GOLDEN CROWN NOGA FRUTINS TOP'S MIDLAND MORTAN DABUR GOLDEN CROWN 17% NATURAL NOT USING

FRUTINS 19%

NOGA 2%

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 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. 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.

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

MARKET SIZE ANALYSIS

NO. OF ACCOUNTS NOT USING 17%

PRODUCT: FRUIT COCKTAIL

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING 83%

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 NOT USING (USING FRESH MANGOES OR NOT) TOTAL NO. OF ACCOUNTS USE 28 122 150

EXISTING BRANDS AND MARKET SHARE

KAYTIS 19%

KAYTIS NOT USING (USING FRESH MANGOES OR NOT)

NOT USING (USING FRESH MANGOES OR NOT) 81%

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.

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

BIBLIOGRAPHY

Websites

WEBSITES
www.dabur.com

www.google.com

www.wikipedia.org

www.fmcginfo.com

BOOKS
Philip kotler 13 th edition