Projectreport daburindialimited-1st-101008044158-phpapp01

DABUR INDIA LIMITED

MARKETING RESEARCH FOR ASSESSING
PERFORMANCE OF DABUR PRODUCTS
PROMOTING INSTITUTIONAL SALES FOR
DABUR PRODUCTS
DILEEP SINGH SHEKHAWAT
6/24/2010

SUBMITTED BY:DILEEP SINGH SHEKHAWAT

DABUR INDIA LIMITED
“ONE OF INDIA’S MOST ADMIRED
COMPANY”

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TABLE OF CONTENT

TOPICS DESCRIPTION PAGE NO…
Acknowledgement……………………………………………………….. 7

Business portfolio of Dabur……………………………………………. 8

Introduction to Dabur…………………………………………………... 9-16

About market research…………………………………………………. 17

Steps of market research……………………………………………….. 18

Data analysis and findings for corn flour………………….................... 19-22

Data analysis and findings for lemoneeze…………………................... 23-25

Data analysis and findings for capsico………………………................ 26-27

Data analysis and findings for coconut milk………………………….. 28-30

Data analysis and findings for honey…………………………............... 31-33

Data analysis and findings for tomato puree…………………………. 34-37

Data analysis and findings for tomato paste………………………….. 38-39

Data analysis and findings for snack dressing………………………… 40-42

Data analysis and findings for tomato ketchup………………………. 43-46

Data analysis and findings for pineapple slice………………………… 47-49

Data analysis and findings for fruit cocktail………………………….. 50-53

Data analysis and findings for mango pulp……………………………. 54-55

Data analysis and findings for keora water……………….................... 56-57

Conclusion and recommendations……………………………………. 58

About institutions sales ……………………………………………….. 59-60

Bibliography………………………………………………………… 61

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DECLARATION
I DILEEP SINGH SHEKHAWAT student of PGDM studying at UDAI
INSTITUTE OF MANAGEMENT STUDIES-JAIPUR, hereby declare that the project
work entitled “FIND OUT THE PERFORMANCE OF DABUR PRODUCTS AND
PROMOTING INSTITUTIONAL SALES” was carried out by me in partial
fulfillment of the requirement for the award of the degree of PGDM.

This project was undertaken as a part of academic curriculum according to the
AICTE rules and norms and it has not commercial interest and motive. It is an
original work done entirely by me and is based on my own observations. The facts
presented here are true to the best of my knowledge.

I also declare that this report has not been submitted to any other organization
for any other purpose

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ACKNOWLEDGEMENT
I offer a great many thanks to a great many people who helped and supported
me during the project. My deepest thanks to Dr. Ruby Dwivedi ,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, Udai institute of management studies-jaipur, for extending his
support. My deep sense of gratitude to Mr. Sumit Kumar Gupta-
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 teacher Dr. Tanjul saxena; she 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
Dileep singh shekhawat
Udai institute of management studies-jaipur
PGDM-2009-2011

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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:- Real juice segment
 Tomato ketchup
 Lemoneeze  Real
 Capsico  Active
 Cornflour  burrst
 Pineapple slice
 Fruit cocktail
 Tomato puree

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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.

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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
(FY09)
 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
 Réal - Fruit juices & beverages
 Fem - Fairness bleaches & skin care products

9 Billion-Rupee brands: Dabur Amla, Dabur Chyawanprash, Vatika, Réal, 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.

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 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

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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.

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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

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 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 Company’s 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.

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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.

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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.

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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

MAKE THE
DECISION

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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

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DATA ANALYSIS FOR MY RESEARCH PROJECT
PRODUCT CORN FLOUR
BRAND USING ANALYSIS OF CORNFLOUR
BRAND NAME NO. OF ACCOUNTS USE
WEEKFIELD 77
BEE GEE INDIA (THREE BIRDS) 43
SHREE FOODS 9
LEMELA 7
NEATURE 1
BROWN ANDPOLSION 1
DABUR 10
NOT USING 2
TOTAL 150

BROWN AND
POLSION EXISTING BRANDS AND MARKET SHARE
1% NOT USING
NEATURE
0% 1%
LEMELA
5% DABUR WEEKFIELD
7%
SHREE FOODS BEE GEE INDIA (THREE BIRDS)
6%
SHREE FOODS

LEMELA
WEEKFIELD NEATURE
BEE GEE INDIA 51%
(THREE BIRDS) BROWN ANDPOLSION
29%
DABUR

NOT USING

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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 jaipur .

 SHREE FOODS:-it is catered by shree foods ltd. it is also local brand of jaipur.
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 don’t 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.

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MARKET SIZE ANALYSIS
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 148
NO. OF ACCOUNTS NOT USING 2
TOTAL SAMPLE SIZE 150

NO. OF ACCOUNTS MARKET SIZE ANALYSIS
NOT USING
1%

PRODUCT: C0RNFLOUR

NO. OF ACCOUNTS USING
NO. OF ACCOUNTS
USING NO. OF ACCOUNTS NOT USING
99%

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.

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PACK SIZE (USED) ANALYSIS OF CORNFLOUR
AVAILABLE PACK SIZE NO. OF ACCOUNTS USING
1 KG 109
2 KG 22
5 KG 17
NOT USING 2
TOTAL 150

NOT USING PACK SIZE (USED) ANALYSIS
1%
5 KG
11%
2 KG
15%
1 KG
2 KG
1 KG 5 KG
73%
NOT USING

FINDINGS:-
 According to pack size (used) analysis there are seventy three (73%) percent
institutions are using pack size of one (1) kg.
 Fifteen percent institutions are using pack size of two (2) kg.
 Eleven percent institutions are using pack size of five (5) kg.

RECOMMENDATION:-
 According to research findings most of institutions are using one (1) kg pack
size that’s why we should produce one (1) kg pack size more. Because they
takes small pack size from store on daily bases.

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BRAND USING ANALYSIS OF LEMONEEZE

LEMONEEZE(DABUR) 3
ROYAL BURTON 1
LIMECARDILE 2
USING FRESH LEMONS 146
TOTAL 152

ROYAL BURTON LEMONEEZE(DABUR)
1% 2%
LIMECARDILE
1%

LEMONEEZE(DABUR)
ROYAL BURTON
LIMECARDILE
USING FRESH LEMONS
96% USING FRESH LEMONS

EXISTING BRANDS AND MARKET SHARE

FINDINGS:-
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 )
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PACK SIZE(USED)ANALYSIS OF LEMONEEZE
250 ML 2
750 ML 3
1 LTR 1
NOT USING (USING FRESH LEMONS ) 144
TOTAL 150

250 ML
750 ML 1% PACK SIZE (USED)ANALYSIS
2%
1 LTR
1%

250 ML

750 ML

1 LTR
NOT USING (USING
FRESH LEMONS ) NOT USING (USING FRESH
96% LEMONS )

FINDINGS:-
According to analysis there are different sizes (250,750 ml & 1 liter) are
available in market. The pack size of lemoneeze is not required to
change.

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MARKET SIZE ANALYSIS OF LEMONEEZE

NO. OF ACCOUNTS
USING
4%


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 that’s why we required to do
advertisement and approaching to big institution.

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BRAND USING ANALYSIS OF CAPSICO
CAPSICO 28
TABASCO 32
NOT USING 90
TOTAL 150

CAPSICO
19%

TABASCO
NOT USING 21% CAPSICO
60%
TABASCO
NOT USING

FINDINGS:-
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 that’s why we need it approach in
big institution.
 There are two brands available in market and having same pack size(60ml)

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PACK SIZE(USED)ANALYSIS OF CAPSICO
THE EXISTING BRANDS ARE HAVING SAME
PACK SIZE (60 ML).

MARKET SIZE ANALYSIS OF CAPSICO


PRODUCT: CAPSICO
NO. OF ACCOUNTS NO. OF ACCOUNTS USING
NOT USING
60% NO. OF ACCOUNTS NOT USING

NO. OF ACCOUNTS
USING
40%

FINDINGS:-
 According to research findings if we talk about the market size, there is the
forty (40%) percent market is potential to buy capsico. other remaining
institution are not using product like capsico. we need to approach in big
institution (star category).

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BRAND USING ANALYSIS OF COCONUT MILK
THAILAND(king thai) 4
DABUR 9
CHOCO 1
CHAOCOH(IMPORTED) 10
CANZ 4
NESTLE 2
NOT USING 120
TOTAL 150

THAILAND(king CHAOCOH(IMPORTED
thai) DABUR )
2% CHOCO 7%
6% 1%
CANZ
3% THAILAND(king thai)
NESTLE
1% DABUR
CHOCO
CHAOCOH(IMPORTED)
NOT USING
80% CANZ
NESTLE
NOT USING


FINDINGS:-
market and their market share. After analysis the data I found that there are six (6)

 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.

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 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

PRODUCT: COCONUT MILK NO. OF ACCOUNTS
USING
20%

NO. OF ACCOUNTS
NOT USING NO. OF ACCOUNTS NOT USING
80%


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.

29

PACK SIZE(USED) ANALYSIS OF COCONUT MILK
200 ML 9
400 ML 19
1 KG 2
NOT USING 120
TOTAL 150

200 ML
6% 400 ML
13%
1 KG
1%
200 ML
400 ML
NOT USING 1 KG
80%
NOT USING

PACK (USED)SIZE ANALYSIS

FINDINGS:-

 The coconut milk is available in different-2 pack size (200,400ml &1kg) and
pack type is also different. Some companies have introduced it in tetra pack
and some companies also introduced in tin packing.

30

BRAND USING ANALYSIS OF HONEY
DABUR 134
MARRY FOODS 2
NOT USINS 13
TOTAL 149

NOT USINS
MARRY FOODS 9%
1%

DABUR
MARRY FOODS
NOT USINS
DABUR
90%


FINDINGS:-
market and their market share. After analysis the data I found that there are two (2)

 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‖.

31

 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

NO. OF ACCOUNTS
NOT USING
9%

PRODUCT: HONEY
NO. OF ACCOUNTS
USING
91%


FINDINGS:-
According to research findings ninety one (91%) percent institutions
are using honey. There are only nine (9%) percent institution are not
using honey. That’s why the ninety percent market is potential.

32

PACK SIZE(USED) ANALYSIS OF HONEY
250 GRM 1
500 GRM 40
15 GRM(HONEY ON TABLE POUCHE ) 1
1 KG 95
N0T USING 13
TOTAL 150

N0T USING 250 GRM
PACK SIZE (USED) ANALYSIS
8% 1%

250 GRM
500 GRM
27%
500 GRM

15 GRM(HONEY ON TABLE
POUCHE )
1 KG
63% 1 KG

N0T USING
15 GRM(HONEY ON
TABLE POUCHE )
1%

RECOMMENDATION:-
There is no problem in terms of packing type and packing size but
according to market share analysis the market share of real honey (Dabur)
Is decreasing day by day. Because there is a pack size of 15grm pouch
(Honey on the table) is launched by marry foods Ltd-Mumbai and
institutions are more interested to use it.
So to maintain the market share we also need to launch this type of pack
size.

33

BRAND USING ANALYSIS OF TOMATO PUREE
KAYTIS 39
GOLDEN CROWN 26
DABUR(NATURE’S BEST ) 2
NOGA 8
FRUTINS 19
TOPS 8
KISSAN 2
MORTAN 7
MID LAND 3
GURUJI 2
NOT USING 34
TOTAL 150


KAYTIS
NOT USING KAYTIS
26% GOLDEN CROWN
23%
DABUR(NEATURS BEST )
GURUJI NOGA
1%
FRUTINS
MID LAND
2% TOPS
MORTAN
KISSAN
5%
GOLDEN CROWN MORTAN
17%
KISSAN TOPS MID LAND
1% 5%
GURUJI
FRUTINS NOT USING
13% NOGA
5%
DABUR(NATURE,S
BEST )
2%

34

FINDINGS AND RECOMMENDATION

 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.

 TOP’S:-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).

35

PACK SIZE(USED)ANALYSIS OF TOMATO PUREE
825 GRM 77
850 GRM 39
NOT USING 34
TOTAL 150


NOT USING
23%

825 GRM
51% 825 GRM
850 GRM
850 GRM
26% NOT USING

FINDINGS:-
According to pack size (used) analysis there are two pack size (825 & 850 GRM)
available in the market. Eight hundred twenty five (825 GRM) pack size is the standard
pack size available in the market. Some institutions are also using pack size of 850
grm.

36

MARKET SIZE ANALYSIS OF TOMATO PUREE

NO. OF ACCOUNTS
NOT USING
23%

PRODUCT: TOMATO PUREE


NO. OF ACCOUNTS
USING
77%

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.

37

BRAND USING ANALYSIS OF TOMATO PASTE
P&R 10
NOT USING 140
TOTAL 150

P&R
7%

P&R
NOT USING

NOT USING
93%

FINDINGS:-
market and their market share. After analysis the data I found that there is only (1)

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.

38

PACK SIZE(USED)ANALYSIS OF TOMATO PASTE
MOST OF INSTITUTIONS ARE NOT USING
TOMATO PASTE AND THE ONLY EXISTING
BRAND HAVING 3 KG (TIN) PACK SIZE

MARKET SIZE ANALYSIS OF TOMATO PASTE

NO. OF ACCOUNTS
USING
7%

PRODUCT: TOMATO PASTE

NO. OF ACCOUNTS NO. OF ACCOUNTS USING
NOT USING NO. OF ACCOUNTS NOT USING
93%


FINDINGS:-
According to market size analysis there are only seven (7%) percent institution are
using tomato paste and ninety three (93%) percent institutions are not using
tomato paste. That’s why the market is not potential for this type of product.

39

BRAND USING ANALYSIS OF SNACK DRESSING
NESTLE 10
KISSAN 2
HEINZ 4
CROSS&BLACKWELL 5
BLACK & BARRIES 1
NOT USING 128
TOTAL 150

KISSAN HEINZ
NESTLE 1% 3%
7%
CROSS&BLACKWELL
3% NESTLE
BLACK & BARRIES KISSAN
1% HEINZ
CROSS&BLACKWELL
BLACK & BARRIES
NOT USING

NOT USING
85%


FINDINGS:-

 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.

40

PACK SIZE (USED)ANALYSIS OF SNACK DRESSING
200 ML 4
1 KG 6
1.2 KG 12
NOT USING 128
TOTAL 150

200 ML
3%
1 KG
4%
1.2 KG
8%

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


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.

41

MARKET SIZE ANALYSIS OF SNACK DRESSING

NO. OF ACCOUNTS
USING
15%

PRODUCT: SNACK DRESSING


NO. OF ACCOUNTS
NOT USING MARKET SIZE ANALYSIS
85%

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 can’t say that market is not potential
but most of institutions use tomato ketchup and other alternatives at
the requirement of snack dressing.

42

BRAND USING ANALYSIS OF TOMATO KETCHUP
NESTLE 16
KISSAN 30
PINKS 21
MAGGI 33
TOPS 10
HALLS 3
HEINZE 4
RACY 15
GOLDEN CROWN 8
CROSS WELL 7
KAYTIS 3
TOTAL 150

CROSS WELL KAYTIS
5% 2%

GOLDEN CROWN
5%
NESTLE NESTLE
10%
KISSAN
HEINZE RACY PINKS
3% 10% MAGGI
KISSAN
20% TOPS
HALLS HALLS
2%
HEINZE
RACY
TOPS
7% GOLDEN CROWN
PINKS
CROSS WELL
14%
MAGGI KAYTIS
22%


43

FINDINGS:-

 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.

 TOP’S:- 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.

44

PACK SIZE(USED)ANALYSIS OF TOMATO KETCHUP
1 KG 120
1.2 KG(KISSAN) 30
TOTAL 150

PACK SIZE (USED)ANALYSIS

1.2 KG(KISSAN)
20%

1 KG
1.2 KG(KISSAN)

1 KG
80%

FINDINGS:-
After analyzing the data there is different pack size (1&1.2kg) available in
the market. Most of companies prefer 1kg (bottle) pack size. kissan has
introduced 1.2kg pack size as institutional pack size but most preferred pack
size is 1 kg.

45

MARKET SIZE ANALYSIS OF TOMATO KETCHUP

NO. OF ACCOUNTS
NOT USING
0%
PRODUCT : TOMATO KETCHUP

NO. OF ACCOUNTS
USING
100% NO. OF ACCOUNTS USING


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.

46

BRAND USING ANALYSIS OF PINEAPPLE SLICES
KAYTIS 52
GOLDEN CROWN 25
FRUTINS 27
NOGA 7
MIDLAND 3
NATURAL 1
MORTAN 6
TOP'S 11
DABUR 1
KISSAN 1
NOT USING 16
TOTAL 150

KISSAN
1%

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

FRUTINS KISSAN
GOLDEN CROWN
18% 17% NOT USING

47

FINDINGS:-


 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.


 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
don’t prefer to use fresh pineapple.

48

PACK SIZE(USED)ANALYSIS OF PINEAPPLE SLICES
ALL EXISTING BRAND HAVING SAME PACK SIZE = 850 Grm

MARKET SIZE ANALYSIS OF PINEAPPLE SLICES

NO. OF ACCOUNTS
NOT USING
11%

PRODUCT : PINEAPPLE SLICE

NO. OF ACCOUNTS
USING MARKET SIZE ANALYSIS
89%

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. That’s why I can say that the market is potential for pineapple slice.
 Most of institutions are prefer to use pineapple slice (tin pack).

49

BRAND USING ANALYSIS OF FRUIT COCKTAIL
KAYTIS 46
GOLDEN CROWN 25
NOGA 4
FRUTINS 28
TOP'S 10
MIDLAND 4
MORTAN 6
DABUR 1
NATURAL 1
NOT USING 25
TOTAL 150

EXISTING BRANDS AND MARKET SIZE

NATURAL
1%
NOT USING
KAYTIS
DABUR 17%
1% KAYTIS GOLDEN CROWN
31%
MORTAN NOGA
4%
FRUTINS
MIDLAND
2% TOP'S
MIDLAND
TOP'S
7% MORTAN
DABUR
GOLDEN CROWN NATURAL
17%
FRUTINS NOT USING
19%

NOGA
2%

50

FINDINGS:-

 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.


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

 MORTAN: - It has four (4%) percent market share.

 NATURE’S 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.

51

PACK SIZE (USED )ANALYSIS OF FRUIT COCKTAIL
840 Grm 100
850 Grm 25
NOT USING 25
TOTAL 150


NOT USING
17%

840 Grm
850 Grm 850 Grm
16%
NOT USING
840 Grm
67%

FINDINGS:-
According to pack size (used) analysis there are two pack sizes (840 & 850
grm) available in the market. The pack size of 840 grm is preferred more by
companies rather than 850 grm.

52

MARKET SIZE ANALYSIS OF FRUIT COCKTAIL


NO. OF PRODUCT: FRUIT COCKTAIL
ACCOUNTS NOT
USING
17% NO. OF ACCOUNTS 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, that’s why the market is potential for buying fruit
cocktail.

53

BRAND USING ANALYSIS OF MANGO PULP
KAYTIS 28
NOT USING (USING FRESH MANGOES OR NOT) 122
TOTAL 150


KAYTIS
19%
KAYTIS

NOT USING (USING FRESH
NOT USING (USING MANGOES OR NOT)
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.

PACK SIZE ANALYSIS OF MANGO PULP
ONLY ONE BRAND EXISTS IN THE
MARKET HAVING PACK SIZE OF 840Grm

54

MARKET SIZE ANALYSIS OF MANGO PULP

NO. OF ACCOUNTS
USING MARKET SIZE ANALYSIS
19%

PRODUCT: MANGO PULP
NO. OF ACCOUNTS NO. OF ACCOUNTS NOT USING
NOT USING
81%

FINDINGS:-
 According to research findings there is only nineteen (19%) percent institutions
are using mango pulp and remaining eighty one (81%) percent institutions are
not using mango pulp. That’s why according to my opinion the market is not
potential for mango pulp.
 According to users opinion the requirement of mango pulp is no more and if
some time there is required then they prefer to use fresh mangoes.

55

BRAND USING ANALYSIS OF KEORA
DABUR 133
NOT USING 17
TOTAL 150

NOT
USING
11%

DABUR
NOT USING

DABUR
89%

FINDINGS:-
 If we talk about the keora water, there is eighty nine (89%) percent institutions
are using keora water and remaining eleven (11%) percent institutions are not
using.
 0nly Dabur is there to cater keora water.
 People are brand loyal of rose & keora water cater by Dabur.

PACK SIZE (USED)ANALYSIS OF KEORA
THERE IS ONLY ONE BRAND (DABUR KEORA ) AVAILABLE IN
MARKET HAVING PACK SIZE -250 ML.

56

MARKET SIZE ANALYSIS OF KEORA

NO. OF ACCOUNTS MARKET SIZE ANALYSIS
NOT USING
11%
PRODUCT : KEORA


NO. OF ACCOUNTS
USING NO. OF ACCOUNTS NOT USING
89%

FINDINGS:-
 According to market size analysis eighty nine (89%) percent institutions are
using keora water and remaining others are not using keora water.
 Each and every institution are using keora water may be they are using in less
quantity.
 It is used for fragrance to preparing rice, Biryani etc.

57

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.

EFFECTIVE SALES PROCESS (model):-
To make sales effective the following process should be follow:-

 NEED RECOGNIZATION:-first we required to recognizing the need of
consumers, what actually they want to buy.
 FORMULATE SOLUTION:-Than find out the alternate solutions and choose
the best one.
 CLOSE THE SALES:-
 DELIVER AND EVALUATE:-Deliver and evaluate that, it is sufficient to
satisfy the need and wants of consumers.
 ESTABLISH RELATIONSHIP:-Make relationship and maintain to that.

58

ABOUT INSTITUTIONAL SALES
Intuitional Sales is similar as corporate sales, here we sell products/Services/Solutions
to other organizations. its also called B2B Sells.

For an eg. we sell one AC to a customer for his personel uses its B2C Selling, where as
in instituional sales we sell in bulk quantities for eg. Selling 300-1000 AC to one new
opening hotel.

Institutional Sales does not involve the channel of dealers/distributors, its the direct
sales for company to company

Dabur Foods Ltd, the foods and beverage arm of FMCG major Dabur india Ltd, in an
ffort to increase its focus on the food services market has launched various new
products catering specifically to institutional channels.

"We have recently launched four new products — pineapple slices, fruit cocktail,
tomato puree & corn flour. these products have been launched under Dabur's Nature
Best brand that exclusively caters to the food services sector.

59

The company is looking at developing its product portfolio by foraying into products
such as tomato-based dressings for snacks, other sauces and dips. The company
already caters to Jet Airways, Kingfisher Airlines, the India Hotels Company and the
Oberoi group of hotels and resorts, amongst others.

"The market for institutional sales of beverages is about Rs 110 crore, where we
already have about 50 per cent market share through the sales of our juice brand Real.

Dabur Foods, a 100% subsidiary of Dabur India Ltd, is now focusing on institutional
sales in a big way. Though retail sales still rules the roost (75% of the sales comes
from this segment), the institutional pie is clocking faster growth rates. The latter is
growing at 45% per annum whereas the former is growing at 35%. Says Amit Burman,
ED, Dabur India Ltd, "The institutional segment will be a growth driver for us in the
near future." Keeping this in mind, the company recently partnered with Cafe Coffee
Day and launched Real Fruit fusion, a range of smoothies with the Real fruit juice
being a core ingredient. The food major has invested Rs 15 lakh in this project.

INSTITUTIONAL SALES CHANNELS OF DABUR INDIA LTD.
INDIA LTD.

INSTITUTION RETAILERS MORDEN TRADE
AL SALES
RESTAURANT
BIG MALLS
HOTELS

RESORTS

AIR LINES

CORPORATE
OFFICES
60

BIBLIOGRAPHY

http://www.Dabur.com
http://www.google.co.in/
http://www.just-food.com
http://www.thehindubusinessline.com
http://www.imcri.org
http://www.scribd.com

61

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