Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

NAME: NITIN KAPOOR PROGRAM: BBA-V Sem (II Shift) ENROLL. NO: 04021301709

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Introduction

Dabur is among the top five FMCG companies in India and is a herbal specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Strong brand image. TWO SPOON A DAY, HELP KEEP ILLNESSES AWAY. Dabur Chyawanprash, the trusted name for your entire familys health. Dabur Chyawanprash derived from 2,500-year-old Ayurvedic formula.
TECNIA INSTITUTE OF ADVANCED STUDIES Programme: BBA V Sem

Student name NITIN KAPOOR

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Objectives of Study

To study the general profile of the organization and to study its various products. To study the market position of the company by analyzing the market. To analyze the marketing strategies adopted by Dabur India. To obtain and analyze the consumers and retailers response and behavior towards Dabur Chyawanprash. To critically analyze the marketing strategies of Dabur in regard to Dabur Chyawanprash.

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Scope of the Study

Helps to understand the demand pattern of product in the market sector. Helps to deal with different kind households as well as consumers. Helps to know the amount of household income spent on the consumption of FMCG goods. Helps to understand the image of the products in the eyes of the consumers. How marketing managers handle the situation in the marketing sector.

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Company Profile

As a brand, Dabur Chyawanprash has been losing market share, but continues to dominate the consumer health care market with about 60% market share. Dabur Chyawanprash, the largest chyawanprash brand in India, contributes around Rs150 Crore to Daburs revenue. Only 3% of Indian market is consuming products like chyawanprash. Dabur has recently launched Sugar Free Chyawanprash targeted to the segment of people with high sugar level. Its sales have been very encouraging.
TECNIA INSTITUTE OF ADVANCED STUDIES Programme: BBA V Sem

Student name NITIN KAPOOR

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Industry Profile

Dabur has 125 years experience & knowledge in ayurveda. Riding global trend of Back to Nature. Dabur India Ltd is one of Indias leading FMCG Companies with Revenues of about US$910 Million (Rs 4110 Crore) & Market Capitalisation of US$4 Billion (Rs 20,000 Crore). Dabur is today Indias most trusted name and the worlds largest Ayurvedic and Natural Health Care Company. Dabur today operates in key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care and Foods. The company has a wide distribution network, covering over 2.8 million retail outlets.
TECNIA INSTITUTE OF ADVANCED STUDIES Programme: BBA V Sem

Student name NITIN KAPOOR

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Review of Literature

(A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centred around the key concept that customer satisfaction is the main goal. By David Kurton;1988) Dabur chyawanprashs prospectus. Ayurved vikas- Dr. Druga Prasad. Market Strategies in Indian market- Dr. Arvind Bhushan. Indian FMCG Industry- Tv Today Magazine.

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Research Methodology

Research Type: Descriptive\ Casual Sampling Design: Probability Sampling Sample Size: Large Sample Size (>200) Sample Location:Regions of Delhi & NCR Research Instrument: Questionnaire Analytical Tool: Telephone & Internet

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Data Analysis
Q1. Which brands of Chyawanprash are you aware of?

Zandu Himani Baidyanath Dabur

05% 15% 30% 50%

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Data Analysis
Q2. Which brands of Chyawanprash do you use?

Zandu Himani Baidyanath Dabur

10% 15% 15% 60%

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Data Analysis
Q3. Where would you rate your brand on a scale 1-5?

Zandu Himani Baidyanath Dabur

3 4 4 5

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Data Analysis
Q4. Which are the primary reasons for which you use this brand?

Health Brand Loyalty Taste Price

65% 20% 05% 10%

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Data Analysis
Q5. How do you come to know about dabur?

TV Internet Print

60% 20% 20%

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Research Findings

According to Q1, it is seen in the above data that people are aware of Dabur Chawanprash more than any other brand (Zandu, Himani) Q2, From the above data we can see Dabur Chawanprash is most common among all the others competitors and capture. Q3, From the above data we can know that Dabur is the best brand among the competitors as its having high score level i.e. 5. Q4,People are concedering Health as primary reason for choosing a particular brand whether its Dabur, or Himami. Q5, From the above data we came to know people come to know about the products from Electronic Media i.e Television.
TECNIA INSTITUTE OF ADVANCED STUDIES Programme: BBA V Sem

Student name NITIN KAPOOR

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Recommendations

Focus on growing core brands across categories. Reaching out to new geographies, within and outside India. Improve operational efficiencies by leveraging technology. Provide consumers with innovative products within easy reach. Position Dabur Chyawanprash as not more of a medicine but as something which is necessary for health.

Student name NITIN KAPOOR

TECNIA INSTITUTE OF ADVANCED STUDIES

Programme: BBA V Sem

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Scope for further Study & Conclusion

Lack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to promote Chyawanprash brand. The Chyawanprash Industry is yet to capture the beverage market in full swing. On the analysis of survey it was found that target Market of Chyawanprash want quality benefit rather then Price benefit, so it is better to stress on quality rather than on decreasing price to increase sales and profit. To increase market share Dabur should give slight price benefit on Dabur brand so that customers of other Juice brand should switch from other brand to Dabur brand.
TECNIA INSTITUTE OF ADVANCED STUDIES Programme: BBA V Sem

Student name NITIN KAPOOR

Title: HR MARKETING Employee Performance TITLE: Practices & STRATEGIES OF

DABUR CHYAWANPRASH

Bibliography

Kotler, Philip, Marketing Management, John Wiley and Sons, Ed. 2, New Jersey. Leon G Schiffman and Leslie Lazar Kanuk, Consumer Behavior, Prentice Hall, India. Kothari, C. R., Research Methodology, Methods & Techniques, Second Edition. www.google.com www.dabur.com www.tutor2u.net www.brandchannel.com www.blonnet.com
TECNIA INSTITUTE OF ADVANCED STUDIES Programme: BBA V Sem

Student name NITIN KAPOOR