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ABOUT PARACHUTE

Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure

coconut oil in the market, Parachute is positioned on the platform of purity. In fact over time it has

become the gold standard for purity. From a loosely available commodity to a path-breaking brand,

Parachute pioneered the switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to service the rural sectors, increasing penetration. While the positioning of Parachute has always been on purity, the communication has evolved over time to appeal to different consumer sets. In fact with the recent commercial Badalte Zamane ka naya Parachute", Parachute has appealed to the hearts of millions of young consumers. By changing its pack shape to one that is sleek, modern and aesthetic, Parachute has kept up with the demands of modern, young India and proved its endeavor to always remain relevant. Parachute has thus ensured that it enjoys tremendous equity and trust with every passing generation. Parachute's primary target has been women of all ages. The brand has a huge loyalty, not only in the urban sections of India but also in the rural sector.

INNOVATIONS
To support its continuing endeavour to provide high quality Parachute Coconut Oil to its consumers, Marico has been constantly innovating for this brand. Some of the examples of innovation for Parachute are: Flip Top Cap for Parachute Bottles to enhance the safety and protect the purity of Parachute. Easy jar of Parachute to facilitate usage especially during winters These innovations have not only ensured protection of existing franchise, they have propelled further penetration, enabling conversion of loose oil consumers to packaged Parachute Coconut Oil. CONTRIBUTORS TO PARACHUTES SUCCESS One of the first brands to utilize mass communication, Parachute started with the `caring' platform of the 'mother - daughter' theme to underline the message that this was a brand handed down from and to generations. Today, a completely new look, logo and the new aesthetic shape have helped attract the youngsters. With every new change and innovation, the one thing that remains constant is the genuine, warm and inspiring character of Parachute, which has won the trust of millions of Indians. .The quality of the product has contributed to its lasting success. The consistency, with which Parachute has delivered, ensures consumer loyalty and trust in the brand. Innovations in the packaging whether from the aspect of userfriendliness or aesthetics have and continue to help Parachute grow.

HISTORY
Parachute is the flagship brand of Marico. Before the 1991 economic liberalisation in India the government classified

vegetable oils as an essential commodity and as being in short supply, and thus ineligible for export. This meant that Parachute products could not be exported to foreign markets. In the late 1990s Marico made its first serious entry into foreign markets by setting up a manufacturing plant in Bangladesh. Parachute's market share rose to 70% within ten years and it had become one of the most recognized and trusted brands in that country. Parachute is the market leader in the branded hair oil market with a market share of around 53%. The brand was established emphasizing Caring and Mother - Daughter relationship. This is a 1500 crore industry which is dominated by unbranded oils. Marico in early 1990's made a bold step in launching a brand in this segment

PRODUCT OF PARACHUTE
1. PARACHUTE BABY OIL

It is a special hair oil for kids Moistures baby delicate skin and helps protect from dryness scalp .

2. PARACHUTE OIL SPRAY It can be used by modern generation like the youth. Instant usage. Optimum utilization.

3. PARACHUTE AYURVEDIC OIL The herbs and medicinal herbs are used to enrich the oil content. It would help to nourish your hair growth and strengthen it. People having hair scalp problem can make optimum utilization of the ayurvedic hair oil.

This report aims at analyzing and reporting on the marketing strategies of Dabur India Ltd (DIL) for the brands Dabur Vatika Hair Oil and Dabur Chyawanprash The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In the very first year of its launch it crossed Rs. 100 million in turnover. Over the years, Vatika has come to be amongst the companys highest selling brands. Vatika is a comparatively young brand but is already acknowledged for the qualitatively influential and pioneering role that it has played in the evolution of the categories it has had a presence in. Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development, clinical studies and consumer awareness. The product is essentially a health supplement. This report is not aiming at the overall marketing mix or the marketing strategy of Dabur India Ltd, but is an attempt to analyze the marketing mix of Dabur Vatika Hair Oil and Dabur Chyawanprash. The report also enlists various recommendations based on BCG Growth Share Matrix analysis, Ansoffs Product Matrix Expansion Grid, SWOT Analysis etc. This analysis has been done on the basis of the information gathered from the company website and other online resources and books and articles. What is that life worth which can not bring comfort to others. Dr. S.K. Burman (1856-1907)

(The founder of Dabur) VISION TURNS A REALITY -: More than a century ago a young Indian doctor started with a vision to provide innovative and affordable healthcare products for Indian masses. Thus was born an organization, today known as Dabur India Limited. From the small dispensary in Calcutta in 1884, the organization has today grown into a corporation having significant presence in health and personal care markets in India and abroad with more than 100 years of understanding of consumer needs and ability it provides safe solutions from a deep understanding of Ayurveda, Dabur has sets its vision to strive for providing good health and well being to every household through its ten productions bases spread across India manufacturing a range of herbal, health and personal care products, foods Ayurvedic medicines and pharmaceuticals. Dabur products are also manufactured in Nepal, Egypt and Dubai. An ontological parental facility has just been established in the U.K. The company is served by a strong distribution network of C&F agents and distributors that ensures the presence of Dabur products in over 1.5 million retail outlets. At Dabur, key to our growth is knowledge of nature, which provides the basis, and use of modern research tools for superior understanding of this knowledge for providing continuous innovation. Innovation in products, processes and method will drive Dabur to global leadership in health and personal care products.

COMPANY HISTORY Dabur India Limited, established in 1884, is one of the oldest health and personal care companies of India. This young man, Dr. S.K. Burman, laid the foundation of what is today known as "Dabur India limited". From a humble beginning in 1884, as a manufacturer of traditional medicine in

Calcutta, Dabur has come along way to become a multi-facet, multi- locational and multiproduct modern Indian corporation with a global presence. It now enjoys the distinction of being the largest Indian F.M.C.G. company and is poised to become a true Indian multinational. The phenomenal progress has been many milestones. Dr. S.K. Burman lays the foundation of what is today known as Dabur India Limited. Starting from a small shop in Calcutta, he began a direct mailing system to send his medicines to even the smallest of villages in Bengal. The brand name Dabur is derived from the words Da for Daktar or doctor and bur from Burman.

Dabur (Dabur India Ltd.) (Devanagari: ) derived from Daktar Burman) is India's largest Ayurvedic medicine manufacturer. The Dabur began with a small, but visionary endeavour by Dr. S. K. Burman, a physician tucked away in Bengal. He has 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.His mission was to provide effective and affordable cure for ordinary people in far-flung villages. With missionary zeal and fervour, Dr. Burman undertook the task of preparing natural cures for the killer diseases of those days, like cholera, malaria and plague.Soon the news of his medicines traveled, and he came to be known as the trusted 'Daktar' or Doctor who came up with effective cures. That is how his venture Dabur got its name - derived from the Devanagri rendition of Daktar Burman. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis.Dabur International, a fully owned subsidiary of Dabur India, has sold its stake in UAE based Weikfield International on 25 June 2012. SUSTAINABLE DEVELOPMENT SOCIETY Sustainable Development Society (Sundesh) is a non profit organization started by S.K Burman, the founder of Dabur India Ltd., and devoted to the cause of the upliftment of the society by carrying out welfare activities in the spheres of health care, education and other socio-economic activities. Dabur drives its corporate socialresponsibility(CSR)initiativesthroughSundesh. Dabur has been ranked as the 45th most trusted brand in India by The Brand Trust Report, India study 2011.

1884 1896 Early 1900s 1919 1920 1936 1972 1979 1986 1992 1993 1994 1995 1996 1997 1998 2000

Birth of Dabur Setting up a manufacturing plant Ayurvedic medicines Establishment of research laboratories Expands further Dabur India (Dr. S.K. Burman) Pvt. Ltd. Shift to Delhi Sahibabad factory / Dabur Research Foundation Public Limited Company Joint venture with Agrolimen of Spain Cancer treatment Public issues Joint Ventures 3 separate divisions Foods Division / Project STARS Professionals to manage the Company Turnover of Rs.1,000 crores

PRODUCT

Hair Care Oil Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla

Brand Name: Vatika in Hindi means garden. The brand attempts to live up to the promises beauty and nature that are associated with its very name. Starting with these associations Vatika has assiduously built a brand that delivers on all these values through its various product offerings, the mother brand being Vatika Hair Oil.. Innovative product offering:. Vatika Hair Oil is coconut hair oil with special ingredients adding value to the product. While coconut oil has been regularly used by Indian women as a basic hair nutrient, a combination of herbs and natural products such as henna, amla and lemon have been used for special hair needs. Coconut hair oil provides nourishment to the hair, while henna along with other herbs coat the hair and protect it from oxidation, thereby maintaining its natural colour. Amla strengthens hair roots and helps maintain their natural health and thickness. Lemon with its astringent action controls sebum flow and helps in prevention of dandruff.

Apart from henna, amla and lemon, it also contains other natural ingredients like brahmi, neem, bahera, kapurkachari, harar, dugdha and sugandhit dravyas. Packaging: The qualities of Vatika products, ascribed to the brand by hundreds of thousands of satisfied consumers, have been further underlined by its attractive packaging. In a category dominated by blue packs as analogous of pure coconut oils, Vatika broke the norm with its white and green bottle with a mushroom cap. The green-and-white colours, used in its packaging, reflect the brands natural ancestry and give it a premium look. These also help Vatika stand out in the cluttered environment of Indian retail. Available in: Bottles - 75 ml, 150 ml, 300 ml

Flip cans - 150 ml, 300 ml Flip cans were introduced for the winter season. Quality: Vatika products contain natural ingredients that have been blended together through scientific processes at Daburs in-house research laboratories. Dabur Research Foundation has more than 100 scientists working together to make superior quality products that match international standards.

PRICE
In the traditional coconut hair oil category, which presumably had price sensitive consumers, Vatika Hair Oil with its value added proposition henna, amla and lemon in a pure coconut oil broke this myth when it launched at almost a 100% premium to the market leader -: even with such a pricing strategy it was able to garner a significant share from the leader in the very first year of its launch.

The table above shows that Dabur Vatika is one of the highest priced of hair oils since it targets the higher income class and also that the prices have remain unchanged since 1999.

PLACE Vatika products including Vatika Hair Oil are sold in 38 countries through more

than 15 lakh retail outlets and 5,000 distributors who service the entire country through a wide marketing network. Daburs distribution network extends beyond India in the following countries as well: Distribution Network

Central, North & South America Australia Asia Middle East

PROMOTION: Vatika the key focus brand of the company has always been well supported. The company realized early that, from the perspective of brand building, it was vital to invest in this brand.

. Vatika Hair Oils first promotion: It focused on the key benefit beautiful hair without hair problems that came about as a result of the extra nourishment through the value addition of henna, amla and lemon-derived additives. Creating conceptual awareness: In the initial phase of the communication, the marketing objective was to create conceptual awareness about the new product the goodness of coconut oil enriched with natural herbs. Vatika was firmly established as the leader in the new category of value-added hair oils and its promotion campaign was so successful that the product segment itself came to be identified with Vatika.

SWOT ANALYSIS OF DABUR

STRENGTHS Strong presence in well

WEAKNESS Seasonal Demand( like

defined niches( like value added Hair Oil and Ayurveda specialties) Core knowledge of Ayurveda as competitive advantage Strong Brand Image Product Development Strength Strong Distribution Network

chyawanprash in winter and Vatika not in winter) Low Penetration(Chyawanprash) High price(Vatika) Limited differentiation (Vatika)

OPPORTUNITIES Untapped Market(Chyawanprash) Market Development Export opportunities. Innovation Increasing income level of the middle class Creating additional consumption pattern

THREATS Existing Competition( like Himani, baidyanath and Zandu for Dabur Chyawanprash and Marico,Keo Karpin, HLL and Bajaj for Vatika Hair Oil)

THE HAIR OIL SEGMENT

In the last quarter of the previous century Indian women have imbibed global mores, ethics, fashions and styles in a remarkable way. Yet the popular iconography of Indian beauty still associates them with beautiful fair skin and dark, long lustrous hair a commonly accepted definition of beauty in Indian society. Across the country, mothers

spend endless hours teaching their daughters what their

mothers had taught them about maintenance of their natural beauty taken primarily as caring for the skin and hair. In the hair care regime, of the numerous prescriptions none is more universally accepted than the oiling of hair for nourishment and use of home-made concoctions of henna and shikakai paste for conditioning them. It would come as a surprise to only a few that hair oils have a penetration of almost 98% (Source: IRS 2003). Of the branded market, hair oils form a major chunk accounting for Rs. 13 billion with coconut hair oils as the prime segment at Rs. 9.1 billion. (Source: ACNielsen ORG-MARG 2003).

OVERVIEW OF VATIKA

The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In the very first year of its launch it crossed Rs. 100 million in turnover. Over the years, Vatika has come to be amongst the companys highest selling brands. It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later, in 2000, by Vatika Anti-Dandruff Shampoo. In 2003, brand sales crossed Rs. 1,000 million. From the companys perspective, Vatika is expected to continue to drive its growth in the years to come. With its innovative offerings, the brand aims to become a frontrunner in the market for hair care and skin care products. Vatika is a comparatively young brand but is already acknowledged for the qualitatively influential and pioneering role that it has played in the evolution of the categories it has had a presence in. Currently, the total annual sales of Vatika products are over Rs. 1,000 million. Of this, Vatika Hair Oil enjoys a 6.4% market share in the coconut hair oil category (Source: ACNielsen ORG-MARG, 2003). Vatika has not just been successful in garnering a premium image but, today, stands as the preferred and trusted brand of 11.1 million users (Source: IRS Household Data).

STP ANALYSIS OF VATIKA HAIR OIL

SEGMENTATION Vatika Hair Oil was launched at an almost 100% premium to the market leader. This meant that the segment of the market that dabur wanted to cater to was the premium segment which valued nourishment of the hair above the price and it tried to attend to that segment which was not price sensitive. TARGETING This was in line with its proposition and overall brand strategy of a premium upmarket product targeted for individual needs as opposed to the collectivist culture of the category. It targeted the high income urban category of hair oil users. Since the product was expensive it could mainly cater to the urban market as opposed to the rural market where consumers are highly price sensitive. Being positioned as having amla, henna and lemon extracts, the product was targeted towards the young, contemporary, educated, multi-faceted, achievement-driven and confident women who were positioned as the Vatika Woman. POSITIONING Total hair Care brand: The product innovation was fed by the vital consumer insight that many women in contemporary India are worried about hair problems.

MARKETING MIX OF VATIKA HAIR OIL


Vatika Hair Oil has made a huge impact with its innovative product offering, pricing strategy, easy availability and promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps of marketing mix with respect to Vatika Hair Oil. The mix shall be analyzed as followed: Product Price Place Promotion

Product Product Variety Quality Design Features Brand Names Services

Price List Price Discount Financing Schemes Credit Terms

Promotion Advertising & Promotion Public Relations Sponsorships Internet Marketing

Place Channels Location Inventory

COMPETITOR ANALYSIS
The key competitors of Dabur in the Hair Oil segment are Keo Karpin, Emami, Bajaj, Marico, HLL which together with Dabur have about 64% of India's domestic market. Dabur is one of India's largest player in the hair oil segment and the fourth largest producer of FMCG. It was established in 1884, and had grown to a business level in 2003 of about 650 million dollars per year. Dabur Hair Oils have a market share of 19%. We have tried to analyse the competition for Dabur in the Hair Care segment as follows:

Keo Karpin, a fifty-year old brand, is a pioneer in the light hair oil category. The pleasantly perfumed hair oil has its main market in the Hindi belt and also has significant presence in eastern and western India. Its share is 6% of the total hair oil market.Emami has existence in hair oil market through Himani Navratan oil and Himani Oil. Emami has taken Madhuri Dixit as brand ambassador for emami oil and Amitabh Bachchan for Himami Navratan Oil. Overall it has a share of 4% in hair oil market. Bajaj has two flagship oil brands - Bajaj Brahmi Amla and Bajaj Almond Drops currently have a value share of 19 per cent and 12 per cent in their respective oil categories as per ORG-Marg. Besides, the company has also decided to enhance its retail presence by nearly 20 per cent from the existing 5 lakh retail outlets in an attempt to reach the rural parts. Overall it has a market share of 4% in hair oil market.

RESEARCH METHODOLOGY
INTRODUCTION Research methodology is a very to systematically solve the research problem in common place refers to a search of knowledge Research in an original contribution to the existing state of knowledge making for its advancement. The role of research in several field is business on economy as a whose, has greatly increased in modern times. Meaning and Scope : Research in command plaice refers to a search for knowledge in fact research in an art of scientific investigation the meaning of research can be stated as a careful investigation or inquiry though search for nun gales in branch of knowledge. According to Different Woody: Research and reeling problems formulating defining and redefining problems, formulating hypothesis a suggested solution collection organizing and evaluating data marketing deductions research conclusion at lost carefully testing the conclusion to determines whether they fit the formulating hypothesis. Research is an original contribution to the existing stock of knowledge marketing for its advancement in hurt the research for knowledge through objective and systematic method of grinding solution to a problem in research. Research Design: A research design in purely and simply the framework or a plum for a study that guides the collations and analysis of the data. A good research design has the characteristic viz problem definition, specific method of data collection and analysis time required for research project and estimator of expenses to incurred it may be worthwhile to mention here that a research design is nothing more than frameworks for study so that Secondary data is second hand in formation on the other hand on includes those data which are collected for same earlier research work and are applicable or usable in the study

research has presently undertaken to collect additional information I made use of secondary data like magazines websites, newspapers etc. Sampling procedure : In this research work the sampling designing adapted was definite sampling in such sampling design a sample is chosen at out discretion and every sample has an equal chance of being selected. 1. Sampling Unit Service Provider 2. Sample Size Service Prouder - Total No. of questionnaire A + B = 8 Sampling Plan: The foremost and most important step in a successful research is to define and divide the universe on population as it is not feasible to study the whole universe in single period for present research universe chose comprises of grinds neighbors consumers customer in Sagar for the purpose I divided Sagar into many regions Field work. The field work was carried out during afternoon , evening and even holidays on summers Customer wholesalers were contacted for the survey in the evening time so that reduced the chance of non- response and students were contacted in the afternoon time in their compus centre. Statistical Steps : With the helps of schedule developed and with the selection of interviews or stratified sampling method variety of data was obtained. The need now to convert these meaning full tallies full tallies for analysis and interpretation. This required following statistical :1. ii. Data Cleaning Data Classification.

iii. iv.

Tabulation of Data Analysis of data.

Data cleaning involves identification of relevant information and leaving a side the rest. Further the data was classified and allowing them for discussion Like consumer retailer and wholesales at the almost priority etc and this followed by tabulating of data is a part technical procedure of practical the data in on order gar combustion them with existing information and extracting meaning from them simple of data analysis were adopted as the problem in hand is more informatory in nature then analytical. ADVERTISEMENT CONCEPT Advertising is multi dimensional. It is a form of mass communication, a powerful marketing tool, a component of economic system, a means of financing the mass media, a social institution, an art form, an instrument of business management , a field of employment and a profession. Advertisement has both a forward & backward linkages in the process of satisfaction across the entire spectrum of needs. The explicit function of advertisement is to make the potential audience aware of the existence of the product, service or idea which would help them fulfill their felt needs and spell out the differential benefits in a competitive situation. Advertising is not a panacea that can restore a poor product or rejuvenated a declining market. It only help in selling through the art and business of persuasive communication. WHY ADVEERTISEMENT IS NEEDED ? Advertising is a communication channel , which enables consumers in making choice from the best available alternative in the market, Advertisement makes product adoption process smooth. Advertisement expands markets, builds up volume, gives a market share and profitability and produces prices. IMPORTANCE OF ADVERTISEMENT PLANNING : Some basic elements of advertisement planning are : Advertisement Budget

Media Planning Creative Strategy Advertisement Effective. ADVERTISEMENT EVALUATION Pre- testing & Post - testing method : The testing can be related to the ad. copy in terms of its message, idea, theme, slogan & contents or slat can be related to products in which impact of message on product awareness or buying intention is measures. Measures can be broadly classified into two categories : Laboratory Measures Real- world measures. The following are the laboratory erasure of pre-testing which are ads related : 1. 2. 3. 4. 5. 6. 7. Consumer jury Portfolio test Readability tests Physiological measures Eye- camera Tachistocope GSR/PDR.

LIMITATIONS

It is highly expensive and time consuming. Marketing research is carried out on customers, dealers wholesaler retailers etc. who are human beings. Human beings have a tendency to behave artificially when they know that they are being observed. Subjectivity is the main limitation of MR. It is very difficult to verify the research results. The MR projects generally take longer time. The time by which the research results are presented market situation also undergoes a change. The lack of appropriate training to researcher leads to misinterpretation of questions to be asked for data collection.

SUGGESTIONS After the survey and the analysis, a lot of information was gathered which is being presented in the form of suggestions: As the honey is targeted to the kids, they are consuming honey in the same ways as suggested in the advertisement. so, if the consumption of honey has to be increased the new uses can be suggested. ( it can be used for preparation of cakes, jelly, squash etc.) To increase its consumption, it can be written on the bottle of the honey that for best results, use thrice a day for kids and twice a day for adults (as the case may be) For Sales promotion gifts like pencil box, it can be in the shape of the bottle of Dabur Honey. It is natural for honey to crystallize but consumers can be made aware about this fact because it is affecting the sales. More schemes like Seasonal Schemes can be given to the retailers. More and more displays like window hiring can be given for the retail outlets as it has been said that Jitna Dikhega Utna Bikega Sales promotion schemes like Price off or extra Amount can be given. Margin can be increased because other competitors are giving more margin due to which the retailers are least interested in pushing the brand (Mehsons is giving 36% margin). More detailed information about honey can be given on the companys Internet site. New packaging like Sachet or plastic packaging can be introduced. Plastic packaging for 1 kg. Honey was demanded by the consumers.

Sales promotion gifts like ball, Badminton Racket, Pocket chess, small toys, cars etc can be given for kids. The main competitors are Mehsons, Natural way, Himani which are not the corporate brands as Dabur. The Brand like Mehsons can be purchased to kick it out from the market. Foreign brands like Capilano, Lagneese, Fragata are now available in the market and doing well in posh markets like South Delhi and sector 18, Noida where people dont consider the price to purchase the honey. Dabur can merge with the foreign brand and can do marketing for it. An awareness programme can be done in the schools like Mothers pride where gifts and posters can be given to the kids. Sales cam also be promoted by distributing small sachets and gifts to the children on the places like Appu Ghar through the Joker.

OBJECTIVES
PRIMARY OBJECTIVE

1. To find the ways to increase the market share of Dabur vatika . 2. To analyze the market of honey in different areas of sagar .

SECONDARY OBJECTIVE
1.To know retailers and consumers perception about Dabur hair oil. 2.To check the satisfaction level of users. 3.To find out the distribution channel of the company. 4.To find out the sales planning of the marketing department.

OBJECTIVE ACHIVED
All the above mentioned objectives are achieved up to maximum possible extent

BIBLIOGRAPHY
BOOKS Marketing Management : Marketing Research LIBERARIES Khuda baks Library Sinha Library WEBSITE www.dove.com www.scribd .com NEWSPAERS Business Standard Economic Times Philip Kotler : Boyd

CONCLUSION
This survey has revealed that the Ayurvedic industry is a very complex industry with a manufacturing process, which is sensitive and requires expert supervision. Dabur Honey also enjoy good brand loyalty. Fluctuating demand of Ayurvedic medicines is a problem with which companies have to contend. As in the case of Asav-arishtas which enjoy good demand during season changes and warm months low demand in the other seasons , the demand is not met well by companies which fail to accurately predict this pattern and hence end up producing insufficient quantities when the demand is high and end up with excess inventory as the demand wanes. The companies fail to review their targets accurately to coincide with the decreasing levels of demand. Dabur Honey is under constant threat from it competitors and loosing its market share. Due to an inadequate budget for advertising, the company has been unable to promote and create a consumer base of its own. The Dabur Honey brand is a major player in the market. Though due to inefficient distribution and sales network its true potential is yet to be realized.

PROCEDURE OF MARKETING RESEARCH

Define the problem & research objectives.

Develop the research Plan

Collect the information

Analyze the information

Present the Findings

INTRODUCTION
Bajaj Almond Drops is the key brand in the kitty of Bajaj Corp Ltd and is the leading brand in the light hair oil category. It is Indias most premium hair oil brand. In the years to come it should be a player to reckon with in the hair care business.Today Bajaj Almond Drops is the fastest growing brand in the hair oil category growing in double digits year-on-year. It is already the largest brand in the light hair oil category and currently owns a major share of thismarket.Being a light, nonsticky hair oil, it provides the nourishment without making you look Chipku. Made from real Almond extracts, Bajaj Almond Drops has 300% more Vitamin - E than coconut oil which helps nourishthe hair roots and makes them strong and healthy. Apart from this, the Almond extracts absorbed by thehair helps maintain the moisture thus leaving your hair incredibly fresh and soft while naturally bringing outthe beauty of hair. Todays youth prefers Bajaj Almond Drops as it fulfills the dual benefit of do good due to the almondnourishment and look -good because of its Non -Sticky feel. Thus giving you ease of styling.It comes in a unique glass bottle which helps to retain the aroma, the essential qualities of Almond extract &Vitamin E. It is available in convenient packs of 300ml, 200ml, 100ml, 75ml, 50ml, 20ml and 3ml sachet. Almond oil is one of the richest sources of vitamin E. Almond oil is an excellent moisturizer. Itsgreat for your your hair. It nourishes and softens the skin. It also conditions the skin no matter howmature your skin is. Almond oil helps the skin stay healthy and youthful. Almond oil gets absorbedin the quickly, thus will not feel oily on skin after application like other vegetable oils and it can beeasily used for oily and combination skin.

ENCLOSURE