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LIVE PROJECT ON STRATEGIC MARKETING

GURU GOBIND SINGH EDUCATIONAL SOCIETY TECHNICAL CAMPUS, CHAS-KANDRA-(V) SUBMITTED TO: Asst. Professor Rita Gupta SUBMITTED BY: MANISH KUMAR MBA SEM-02 ROLL NO-27

ASSIGNMENT NO: 01

PRODUCT

COMPANY

.01.

ETIOS Q class :-

Toyota motor corporation

02. Ponds white beauty: -

Hindustan unilevere ltd.

PRODUCT

COMPANY

03. Garam masala: -

Catch

04. Bourn vita: -

Cadbary

PRODUCT

COMPANY

05. Johnsons baby oil: -

Johnsons

06. Kitchen king masala: -

Everest

PRODUCT

COMPANY

07. MICRO OVEAN

PANASONIC

08. FIAMA DI WILS SOAP

FIAMA DI WILLS

PRODUCT

COMPANY

09. FACE WASH

HIMALAYA

10. LAKME FRUIT MOISTURE

HINDUSTAN UNILEVER LTD.

ASSIGNMENT NO: 02

PRODUCT NAME: ENERGY DRINK NEED OF PRODUCT: Get a jump start on your day by filling up with the extra energy. Enriched with Vitamin-D and Calcium for easy to digest and quick replenishment of essential vitamins, minerals and body salts, ENERGY DRINK is a ready source of energy to fight tiredness. It refreshes you instantly. Besides helping in quick recovery of energy lost due to fatigue, ENERGY DRINK also provides essential nutrients that refresh and energizes you to fight tiredness and fatigue caused by summer heat. Extremely good for growing children and sports persons . , A ready source of energy to fight tiredness COMPETITOR: PRODUCT NAME: DABUR GLUCOSE D COMPANY NAME: DABUR INDIA LTD. HISTORY OF DABUR: 1984: BIRTH OF DABUR FOUNDER OF DABUR IS DR. S. K. BURMAN LARGEST INDIAN PERSONAL & HEALTH CARE COMPANY 4000 DISTRIBUTOR IN INDIAN 350+ PRODUCT 15 MANUFACTURING COMPANY 4TH LARGEST FMCG COMPANY OF INDIA 15 MANUFACTURING PLANT Revenue of Rs. 33.9 billion and profits of Rs. 5 billion in FY2009-2010 Annual growth rate of dabur glucose-D is 20-25%. Sales in dabur Rs.34167million in FY 2010 Net profit Rs.5032 million in FY. 20110 Wide distribution network covering 2.8 million retailers across the country.

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Dabur glucose d Brand ambassador is Zaheer khan.

Dabur has a share of around 24% in the estimated Rs250 crore Indian health supplement market.

Headquarter of dabur is Ghaziabad. INGREDIENTS OF DABUR GLUCOSE-D

High grade Dextrose Monohydrate Vitamin D Calcium

STRATEGIES: EXPANSION ACQUSITION INNOVATION REGIONAL BRANDING PROMOTIONAL STRATEGY DISTRIBUTION STRATEGY CUSTOMER ITS PRODUCTS BASICALLY SERVE TO LOWER INCOME GROUPS AND MIDDLE LEVEL INCOME GROUPS.

VISION: DEDECATED TO THE HEALTH AND WELL BEING OF EVERY HOUSEHOLD.

PROMOTION STRATEGY: T.V COMERECIAL RAIDO

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NEWS PAPER POP DISPLAY VIDEO VAN SALES PROMOTION

MANUFACTURING IN INDIA SAHIBABAAD,UP UTRANCHAL BADDI,H.P JAMMU,J&K KANTI, M.P SILLIGURI,W.B JAIPUR, RAJASTHAN SILVASSA MARKETING STRATEGY Product Appearance: Dabur tries to make its products appear very attractive. Quality: Quality of the product is really unmatchable as it is tested number of times and its products are processed using very advanced machinery and technology. Packaging: Dabur products packaging is done in such a way that its juices does not get expired before 6 months inspite of perishable products. Brand: Dabur itself is a very reputed and well known brand in the market and its Real juice is also known all over India. Warranty: Dabur as such does not gives any warranty but if there is any problem in its products before expiry then they replace the product. Service/Support: Dabur foods provide full support to its stockiest, retailers and consumers. Price List price : Dabur decide its price according to its competitors and the price structure Is different for retailers and stockiest.

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Discounts: There are different discounts for retailers, stockiest and consumer from time to time. Allowances: Special allowances are given to stockiest sales man. Place Channel members: Channel members or business partners of dabur are its stockiest, retailers. Channel motivation: Channel motivation for dabur is pull and push strategy. Market coverage: Dabur Foods has a distribution network that covers 175 townsand 75 thousand retail outlets making its product available to the consumers across the country at ease. Locations: Dabur foods try to cover or tries to place its products in each and every shop and every location. Promotion Advertising: Dabur products are advertised through television, newspapers, magazine etc. Personal selling: Dabur hardly do any personal selling except in tent shows and road shows. Media: Media of promotion is TV, Radio, newspapers, magazine. Budget: Budget is Decided by finance team for different strategic business unit.

Swot analysis:of dabur Glucose-D Strength: 1. Strong Dabur brand name. 2. Excellent branding and advertising. 3. Excellent distribution and availability. Weakness: 1. Not good for diabetic patients. Opportunity: 1. Leverage successful brand Dabur.

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2. Advertise more. 3. Buy out competition. Threads: 1. Threat from locally made nimbu pani.

Assignment -03

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MARKETING ENVIRONMENT
EXTERNAL : MACRO ENVIRONMENT: 01)ECONOMIC CONDITION: BUSSINESS CYCLE PURCHASING POWER OF CUSTOMER INFLATION: Dabur Glucose witnessed strong growth of 48% in FY
11 and continued to gain market share, with share increasing to 24.9% in FY11 as com pared to 22.7% an year ago
the macro-economic environment continues to be challenging, a host of consumer connect initiatives and higher investment behind our brands helped Dabur drive demand for its products in both urban and rural markets.

INTREST:

the category overall is growing at an annual rate of about 25%, while Dabur's product range has seen CAGR of about 45% in the last two years.

02)LEGAL & GOVERNMENT FACTOR: POLITICAL LEADERSHIP STABILITY OF GOV. RULES & REGULATION MONETERY & FISICAL POLICIES PATENT,IPR,MRTP

03) DEMOGRAPHIC & SOCIO CULTURAL FACTOR AGE STRUCTURE GENDER DISTRIBUTION LIFE EXPECTANCY POPULATION DENSITY HOUSEHOLD SIZE MARITAL STATUS INCOME

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EMPLOYMENT EDUCATION OCCUPATION VALUE SYSTEM ATTITUDE

04) COMPETATIVE ENVIRONMENT: BARGANING POWER OF SUPPLERS THREAT OF SUBSTITUE THREAT OF NEW ENTRANT BARGANING POWER OF BUYER

05) TECHNOLOGY : energy drink has also made continuous efforts towards technology
absorption and innovation, which have contributed towards preserving natural resources:

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.

Micro environment

Target:

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Location: You can view the entire list of company locations such as Registered Office, Branch Office, Head
Office, Corporate Office, Regional Offices, Overseas Office, Factory, Plants, and Training Centers etc. with details for Dabur India Ltd

R& d: Research and Development

Research and development (R&D) is playing a pivotal role in creating a good pipeline of products, clinical testing and validation. Your Company intensified its R&D efforts during the year with emphasis on building capabilities on the clinical trials front. The New Drug Discovery efforts made good progress during the year. I am proud to inform you that a New Drug Delivery System (NDDS) for a leading anti cancer drug completed pre-clinical trials and is ready to enter Phase I clinical trials. With this, your Company will have two new drugs in the clinical trials stage. R&D will also continue to focus on the exciting area of `Phytocare. As part of this initiative, herbal medicines are being developed as a safer and side-effect free alternative to conventional medicines. R&D has generated vital leads in this direction, and some of these will be commercialized in the near future. I am optimistic that the initiatives highlighted above will contribute significantly to both top-line as well as bottom-line growth of your company. Inspite of early signs of a revival in the FMCG sector in 2002-

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03, we are being prudent and not basing our business plans on a significant recovery. In addition to operational performance, I would like to share with you important developments viz. corporate governance and leadership

Financial:

HR:

Production facility:

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