Beruflich Dokumente
Kultur Dokumente
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
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.
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.
RAHUL GUPTA
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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
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doctor, brought Ayurvedic medicine to the ailing masses of Bengal and he
concentrated only on three diseases namely Cholera, Malaria and Plague.
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.
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.
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Name : DABUR INDIA LTD.
Establishment : 1884
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DABUR INDIA LTD.
Registered office
8/3 Asaf Ali Road,
New Delhi.
12
Kaushambi Corporate Office
13
Founding Thoughts
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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.
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
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company ahead in its growth plans.
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Chairman Vice-Chairman
Independent Directors
His Highness Maharaja Mr. Stuart Purdy Mr. P N Vijay Mr. R C Bhargava
Gaj Singh
Dr. S. Narayan
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When you want to study about an organizational then first must study
assistant, salesman, etc. and also you can know the level of the organizational
Organization chart
President
) 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
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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
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20
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“Marketing is so basic that
It is the whole business seen from the point of view of it final result,
-Peter F. Drucker.
business unit. Traditional view or marketing assets that the customer will
accept whatever product the seller present to them. In this way, the main
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,
this department works and performs various tasks are advertising, giving
attractive offers, plans, strategies, find out customer needs and wants and
22
Traditionally a “market” was a physical place where buyers and sellers
product class (grain market). Business people often uset he term markets to
cover various groupings of customers. They take about product market (the
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.
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3. The sellers (Dabur) send goods and services and communications
4. The inner loops shows an exchange of money for goods and services, the
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President
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
diagram.
DABUR
ZANDU
HIMALAYA
HIMANI
Other
share
1. DABUR 30 %
2. ZANDU 20%
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3. HIMALAYA 25 %
4. HIMANI 10 %
5. Other 15 %
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HAIR CARE
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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
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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.
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“Advertising is any form of paid non-personal presentation of ideas,
-Weeler.
communicates about the product and service. Put before the consumers and
also about the firm, which manufacture the product. Advertising thus means
advertisement.
There are 5 point major or the benefits for which DABUR does
advertisement.
prospect) cost.
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3. It can reach prospect that cannot can approached easily by salesman
different level of the area. Here, DABUR is also use different media at a
Advertising Media
Etc… Etc….
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BEARNING OF EXP
was paid.
State level: - At state level some % of partly paid by the company and
or retailer showroom.
Local level: - At a local level of ad. Totally 100 % paid by the dealers
talent to help him plan and carry out an advertising programme. The problem
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agency. There is no standard yardstick to measure the efficiency of such an
agency.
Level: - National
-Ahmedabad.
-Mumbai .
Size of ad.
Pages front
E-com Space – Mb
Attraction
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Colour/ print
Place
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
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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.
1. Inform
2. Persuade
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3. Remind (i.e. it clubs all the objectives head)
1. To Inform
“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. . .
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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
3. To Remind
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There are other products too, the sales of which is more due to reminder
advertising.
Methods:
Advertising
Budget fixation
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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.
44
Dabur has
made contracts with the bollywood stars like Amitabh Bachchan,
Rani Mukhrji, Mandira Bedi, Priyanka Chopra, Karishma Kapoor
etc.
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B] MARKET SHARE AND CONSUMER BASE
C] COMPETITION
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heard. Even simple clutter from advertisement not directly
competitive to the brand creates a need for heavier advertising.
ZANDU
SANDU
HIMALAYA
HIMANI
NIHAR etc.
D] FINANCIAL BACKGROUND
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.
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
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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.
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.
ADVERTING LAYOUT
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HEADLINE
ILLUSTRATION
COLOUR/TYPES AVAILABLE
THE ADVERTISER OR SPONSER
THE SLOGAN
Message generation
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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.
FACTORS
TIMINGS
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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
3] COST
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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.
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.
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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.
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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.
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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:
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To assess competitive strengths and policies.
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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.
Respected Madam,
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.
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CONSUMER’S INFORMATION
Name of Consumer
Address
Contact No.
Age :- 19 to 25
26 to 35
35+to more
1. Which type of hair oil do you prefer?
a) branded b) loose
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a) Less than 1 year
b) Less than 5 year
c) More than 5 year
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
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1.which type of hair oil do you prefer?
80%
70%
60%
50% 78%
40% Percentage
30%
20%
22%
10%
0%
Branded Loose
SUGGESTIONS
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
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.
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OPTIONS RESPONSES IN PERCENTAGE
DAILY 27 54 %
WEEKLY 16 32 %
MONTHLY 07 14 %
14%
Daily
Monthly
SUGGESTIONS
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
67
AWARENESS
60%
50%
40%
30% 58%
Percentage
20%
26%
10%
10% 6%
0%
Quality Quantity Price Brand
SUGGESTIONS
68
80%
60%
40% 76%
Percentage
20%
10% 10% 4%
0%
Advt. Word of mouth
SUGGESTIONS
69
60%
50%
40%
30% Percentage
20% 56% 44%
10%
0%
Yes No
Suggestion
70
90%
80%
70%
60%
50%
84% Percentage
40%
30%
20%
10% 16%
0%
Yes No
SUGGESTIONS
71
70%
60%
50%
40%
64% Percentage
30%
20%
10%
0% 24%
8%
4%
SUGGESTION
72
100%
80%
60%
94% Yes No
40%
20%
6%
0%
Yes No
SUGGESTIONS
73
60%
50%
40%
30% 58%
Percentage
20% 42%
10%
0%
Yes No
Suggestion
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.
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1] STRENGTH
2] WEAKNESS
3] OPPORTUNITIES
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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
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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.
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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.
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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.
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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.
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MARKETING MANAGEMENT => PHILIP KOTLER
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MARKETING MANAGEMETN =>SHERLEKAR &
SHERLEKAR
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