INDUSTRIAL TRAINING REPORT

ONDABUR INDIA LTD.

ON ADVERTISING MANAGEMENT

PREPARED BY:-RAHUL GUPTA

COLLEGE:-MATS UNIVERSITY,RAIPUR

CLASS:-B.COM 5TH SEM

ACADEMIC YEAR:- 2012-2013

ROLL NO.:- 158

GUIDED BY:- PALLAVI MADAM

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I, the undersigned RAHUL GUPTA. A student of B.COM 5TH SEM declare that the work done in this project report is my own work and I have been supervised by PALLAVI MADAM of MATS UNIVERSITY,RAIPUR for this work. Previously I have undergone a successful industrial training at the DABUR INDIA LTD. The work of this project report has not been submitted to any other university previously for any other examination. I have tried my level best here to include all information in this report.

Date:Place: RAIPUR Sign:

------------- RAHUL GUPTA

As I am a student of B.com 5th sem, Mats University, Raipur we learn project report as a special subject. B.COM, being a professional course, it requires practical exercise as far as this project is concerned. This subject is useful to develop our mind practically in the field of business & management. As per the syllabus prescribed by Mats University, in B.COM, it is compulsory to prepare a project report on an industry individually by taking a personal training to the industry. It is so because a student can really understand the functioning of an industry.

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The chief objective of practical training is to get an outlook of what we study theoretically inside the classroom. It also helps to develop the awareness about business practices among the students.

Here is the report of my training undertaken at DABUR INDIA LTD. This project report includes the detail information about advertising management of the company. Here in this project, I would like to give brief idea about my experiences while I was there for the training purpose.

The industrial training at the organization has given me the opportunity to get a practical knowledge in the field of management. I am really proud to be a student of Mats University, Raipur that has given me the opportunity to get a practical knowledge in the field of management.

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Though the preparation of this report is my own work, I have received help from many persons. I am thankful to all those who have helped me in carrying out this work.

I am extremely thankful to Mr. Ashish Ruthra, the manager of Dabur Company, Mr. Shashank and Mr. Shiv Mani, the sales assistants, Mr. Arvind Doba, the sales officer.

I would also like to thank my family and my friends who encouraged me in preparing the project report. I hope this report would turn out to be a success, which is a result of joint effort. I once again thankful to all the staff members of “DABUR INDIA LTD” and those who directly of indirectly helped me to complete my project work.Date:- SING:-Place:-Raipur ------------------

RAHUL GUPTA

Sr. No. Particulars Page no.

1 General Information 08

2 Marketing Information 233 Advertising Management 364 The survey and analysis 695 SWOT Analysis 886 Future Plans 927 Conclusion 948 Suggestions 969 Bibliography 97

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DABUR India Ltd. came into existence in 1884 in Calcutta. Dr. S.K.Berman was the founder of this company. DABUR India ltd. is the oldest health and personal care company in India which is basically concentrating on Ayurveda right from its beginning. That is the reason why the most of the DABUR’S product are based on the Ayurveda. Dr. S.K.Berman, a practicing doctor, brought Ayurvedic medicine to the ailing masses of Bengal and he concentrated only on three diseases namely Cholera, Malaria and Plague.

From a humble beginning in 1884 as manufacturer of traditional medicine in Calcutta, DABUR has came a long way to become a multi faceted, multi location and multi product modern Indian corporation with a global presence. It now enjoys the distinction of being the largest Indian F.M.C.G. company and poised to become a true Indian multinational. Dabur India Limited is the fourth largest FMCG Company in India with interests in Health care, Personal care and Food products. Building on a legacy of quality and experience for over 100 years, today Dabur has a turnover of Rs.1536.95 crore with powerful brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola & Real.

Dabur India Limited has marked its presence with some very Significant achievements and today commands a market leadership status. Our story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders. The results of our policies and initiatives speak for themselves.

Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. Our story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders. The results of our policies and initiatives speak for themselves. Leading consumer goods company in India with 4th largest turnover of Rs.1329 Crore (FY02)

2 major strategic business units (SBU) - Consumer Care Division (CCD) and Consumer Health Division (CHD)

3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur International and 3 step down subsidiaries of Dabur International - Asian Consumer Care in Bangladesh, African Consumer Care in Nigeria and Dabur Egypt.

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13 ultra-modern manufacturing units spread around the globe

Products marketed in over 50 countries

Wide and deep market penetration with 47 C&F agents, more than 5000 distributors and over 1.5 million retail outlets all over India.

DABUR’S main business line is of health care, personal care and

foods. Its strength lies in herbal natural preparation. The company’s motto goes like “Celebrate Life”. The company is having highly qualified professionals to take care of the day to day business activities.

For more then a 100 years, Dabur has mastered producing Ayurvedic preparations blending traditional knowledge of drug manufacturing with scientific update. Today Dabur Consumer Health- a division looking after marketing of Ayurvedic medicines has already redefined the Ayurvedic market and health care promotion activities involving leading Ayurvedic practitioners across the globe.

At Dabur today we have more then 350 Shastriya (Classical) ayurvedic preparations which form an important part of Ayurvedic practitioner's daily practice.

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Name : DABUR INDIA LTD.

Registered office : 8/3 Asaf Ali Road, New Delhi.

Establishment : 1884

Incorporated under : Companies Act, 1956.

Brand name : “Dabur”

Total Turnover : 1536.95 crore

Company’s website : WWW.DABUR.COM

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DABUR INDIA LTD.

Registered office8/3 Asaf Ali Road,

New Delhi.

Address of the factories: West Bengal : Narendrapur (Garia), KalyaniBihar : DaburgramRajasthan : AlwarUttar Pradesh : Shahidabad, Ghaziabad, NoidaHimachal Pradesh : BaddiNepal : KathmanduU.A.E. : DubaiEgypt : CairoU.K. : London.

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Kaushambi Corporate Office

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Founding Thoughts

"What is that life worth which cannot bring comfort to others"

The doorstep 'Daktar'

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 he 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.

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Sunil DuggalChief Executive Officer

Dabur India Limited

Sunil Duggal took over as the Chief Executive Officer of Dabur India Limited in June 2002, holding reins of the organisation he joined in 1995. Mr Duggal started his career as a management trainee in Wimco Limited in 1981 after getting his Engineering Degree (Electrical & Electronics) from BITS, Pilani, and Business Management from IIM, Calcutta. His stint at Wimco continued till 1994, with a break in between when he joined Bennett

Coleman & Co. Ltd for a short period. In 1994, he moved to Pepsi Foods as GM, Sales Operation.

In 1995 he came into the Dabur family, as General Manager (Sales & Marketing), of the Family Products Division with products like Dabur Amla, Lal Dant Manjan and Vatika in his portfolio. This Division spearheaded the spectacular growth recorded by Dabur in this period. Vatika was also launched during this period and is now the Company's second biggest brand.With his dynamic spirit and leadership abilities, he soon became Vice-President and SBU-Head of the Family Products Division. In July 2000 Mr. Duggal was appointed Director Sales and Marketing of Dabur India Limited. And in 2002, he became the CEO of the Company - a professional with valuable experience to steer the

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company ahead in its growth plans.

Spanning a career of over 20 years, Sunil Duggal has travelled widely across India and handled diverse portfolios that have helped him understand the dynamics of FMCG businesses and market trends. He is well versed in the intricacies of India's regional diversities and consumer needs.

Mr Duggal lives in Delhi with his wife and one child . Whenever he gets a break from his official responsibilities, Mr. Duggal likes to spend time at home with his family and an occasional round of golf.

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Chairman Vice-Chairman

Mr. V.C. Burman Dr. Anand Burman

Whole Time Directors

Mr. P.D. Narang Mr. Sunil Duggal Mr. Pradip Burman

Non Whole Time Promoters, Directors

Mr. Amit Burman

Independent Directors

His Highness Maharaja Gaj Singh

Mr. Stuart Purdy Mr. P N Vijay Mr. R C Bhargava

Dr. S. Narayan

When you want to study about an organizational then first must

study about organization system. It means organizational chart. In it

you can know the position and the type of chairman, president,

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Production Mgr

)

AuditorFinance Mgr

. Marketing Mgr

PersonnelMgr

Purchase Manager

Planning Engineer

Assistant

Time keeperKeeper

k (Finance)me Keeper

Clerk Manager

Staffs

Senior Eng.

Workers

Marketing Assistant

Officers

Marketing Manager/ Executive

Staff

Accountant Assistant

Computer Assistant

Staff

director, manager, assistant, salesman, etc. and also you can know the

level of the organizational chart. Chart of DABUR CO. LTD is as

follows:

Organization chart

President

1884 Birth of Dabur1896 Setting up a manufacturing plant

Early1900s Ayurvedic medicines

1919 Establishment of research laboratories

1920 Expands further

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1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.

1972Shift to Delhi

1979Sahibabad factory / Dabur Research Foundation

1986 Public Limited Company

1992 Joint venture with Agrolimen of Spain

1993 Cancer treatment

1994 Public issues

1995 Joint Ventures

1996 3 separate divisions

1997 Foods Division / Project STARS

1998 Professionals to manage the Company

2000 Turnover of Rs.1,000 crores

2003   Dabur demerges Pharma Business

2005   Dabur aquires Balsara

2006   Dabur announces Bonus after 12 years

2006  Dabur crosses $2 Bin market Cap, adopts US GAAP

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“Marketing is so basic that

It cannot be considered a separate function.

It is the whole business seen from the point of view of it final

result, that is, from the customer’s point of view”

-Peter F. Drucker.

Marketing occupies an important position in the organization of

business unit. Traditional view or marketing assets that the customer

will accept whatever product the seller present to them. In this way,

the main concern of the producer it to produce without considering the

choice or the behaviour of the customer. But the point of view of

marketing has now charged. The moder concept may be viewed from

the customer’s point of view marketing is centered around the

customer. Produced does not produce whatever he likes but whatever

consumer wants. Philip Kotler has nightly remarked,

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Industry(Collection of Sellers)

Market(Collection of buyers)

Communication

Information

Money

Goods / Services

“Marketing is analysis, orgnaising, planning and controlling of the

firm’s customer. Impining resources, policies, activities with a view to

satisfying the needs and wants of chosen customer groups at profit.”

Dabur has a well-developed marketing department. The areas in

which this department works and performs various tasks are

advertising, giving attractive offers, plans, strategies, find out

customer needs and wants and thus to satisfy they and lot many

others.

Traditionally a “market” was a physical place where buyers and

sellers gathered to exchange goods. Economics now describe a market

as a collection of buyers and sellers who transact over a particular

product or product class (grain market). Business people often uset he

term markets to cover various groupings of customers. They take

about product market (the textile market), demographic market (youth

market) and geographic market or they extend the concept to cover

other market, such as labour markets etc.

1. The above diagram shows the relationship between the industry

(Here Dabur as a unit) and the market.

2. Sellers and buyers are connected by four flows.

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3. The sellers (Dabur) send goods and services and communications

(advertisements, etc) to the market in return. They receive money

and information (attitudes, sale date).

4. The inner loops shows an exchange of money for goods and

services, the outer loop shows an exchange of information.

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President

D.B.R. Marketing (Mr. Rajiv Pal)

Marketing Managers

Marketing Officers

Office Staff

Competitors are those firms or players playing in the same

industry. There are only few players in the markets of Ayurvedic

products Among these the leader is Dabur. As DABUR has wide

international market it also faces international competition.

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The market share occupied by DABUR is shown in the below

given diagram.

DABURZANDUHIMALAYAHIMANIOther

No. Competitors Market

share

1. DABUR 30 %

2. ZANDU 20%

3. HIMALAYA 25 %

4. HIMANI 10 %

5. Other 15 %

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-ANMOL SILKY BLACK SHAMPOO-VATIKA HEENA CONDITIONING

SHAMPOO-VATIKA ANTI DANDRUFF SHAMPOO-ANMOL NATURE SHINE SHAMPOO

AMLA HAIR OILAMLA LITE HAIR OIL

VATIKA HAIR OILANMOL SARSON AMLA

Nowadays all types of organizations face a great extent of competition. Likewise the DABUR is also facing the great competition in the market. As it is producing Ayurvedic products now there are many other producers of the same products like Zandu, Himalaya, Bajaj, Mahabhringraj etc. thus the company has many competitors to fight with.

DABUR India Ltd. is producing a very wide range of products i.e. Ayurvedic products. DABUR India Ltd. is enjoying a very large market share in the Ayurvedic products. E.g. in hair oil the DABUR is enjoying 88.5% of total market share. In India the most of the consumers are purchasing “Dabur Amla Hair Oil” and it is still very popular. Similarly an another product of the company i.e. “Dabur Lal Tooth Powder” is having a good market share with high sale across the country.

DABUR has established a very good image in the market than that of its competitors. DABUR is getting a huge market share than its competitors in all the products except Tooth Paste because this product has been introduced recently in the market named “Dabur Red Tooth Paste”

So the place of DABUR India Ltd. in the Ayurveda industry is among the top 5 companies producing Ayurvedic Products.

HAIR CARE

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-GULABARI-VATIKA FAIRNESS FACE

PACK

DABUR RED GELDABUR RED TOOTHPATEBABOOL TOOTHPASTEMISWAK TOOTHPASTEPROMISE TOOTHPASTE

DABUR LAL DANT MANJANDABUR BINACA TOOTHBRUSH

DABUR CHYAWANPRASHDABUR CHYAWANSHAKTI

GLUCOSE – D

HAJMOLA YAMSTICKHAJMOLA MAST MASALA

ANARDANAHAJMOLA

HAJMOLA CANDYJAJMOLA CANDY FUN 2

PUDIN HARAPUDIN HARA G

DABUR HINGOLI

HEALTH CARE

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Dabur   Foods Product Range

REAL, REAL ACTIVE HONEY, HOMMADE

CAPSICO

Leading brands - Dabur - The Health Care Brand Vatika-Personal Care Brand Anmol- Value for Money Brand Hajmola- Tasty Digestive Brand and Dabur Amla, Chyawanprash and Lal Dant Manjan with

Rs.100 crore turnover each Vatika Hair Oil & Shampoo the high growth brand Strategic positioning of Honey as food product, leading to market

leadership (over 40%) in branded honey market  Dabur Chyawanprash the largest selling Ayurvedic medicine with

over 65% market share. Leader in herbal digestives with 90% market share Hajmola tablets in command with 75% market share of digestive

tablets category Dabur Lal Tail tops baby massage oil market with 35% of to total

share.

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“Advertising is any form of paid non-personal presentation of

ideas, goods or service for the purpose of inducing people to buy”.

-Weeler.

Advertisement is nothing but a paid from of non-personal

presentation or promotion of ideas, goods or services by an identified

sponsor. It communicates about the product and service. Put before

the consumers and also about the firm, which manufacture the

product. Advertising thus means spreading of information the

message, which is presented, is called advertisement.

In the present day marketing, advertisement has become an

inseparable part of the business marketing activities. Hardly there is a

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business in the modern world without advertisement; however, the

form of advertisement may differ from business to business.

There are 5 point major or the benefits for which DABUR does

advertisement.

1. It offers a planned and controlled message.

2. It can influence numerous people or prospects at a low unit (per

prospect) cost.

3. It can reach prospect that cannot can approached easily by

salesman (Company top excusive).

4. It helps to presale a product.

5. It can assist in the introduction of a new product in the market.

For a advertising each and every company is choose a media at

different level of the area. Here, DABUR is also use different media at

a different level are as follows

Advertising Media

National level State level Local level

News paper News paper Local newspaper

Teli-vision Magazines Local diss channel

e-commarce Teli vision Electric bord.

Holding Holding Poster

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Magazines Etc. … Litrecher

Sponsorship of

fashion show and

musical night

Holding

Etc… Etc….

BEARNING OF EXP

National level: - At national level all the media of advt.

Company was paid.

State level: - At state level some % of partly paid by the company

and partial paid by other excusive show room and

atho. Dealer or retailer showroom.

Local level: - At a local level of ad. Totally 100 % paid by the

dealers and retaler showroom and also excusive

show room.

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The selection of an advertising agency is by no means an easy

task. The advertiser decides to use an agency mainly because he

wants additional talent to help him plan and carry out an advertising

programme. The problem of selection obviously is one of evaluating

the skills and capacities of an agency. There is no standard yardstick to

measure the efficiency of such an agency.

DABUR has also a different level or different advertising agency.

Level: - National

Media: - Television / Internet/ News paper/ Magenie/ holding

Agency: - Rediant Media Convergence Pvt. LTd.

-Ahmedabad.

(Eccuted by) – camdedaz production

-Mumbai .

Rate charges of advertising

T.V. Which model is used

Time period (second)

Which T.v. Chen to put. Which

time

News/ maga. Which news pare

Size of ad.

Colour/black and white

Pages front

E-com Space – Mb

Attraction

Holding Holding size

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Colour/ print

Place

At a state and local level advertising agency decide a particular

showroom as depained has capacity, market size etc. and this is totally

paid by the dear and relate shop, excutive show room at state and

local level. But at a national level paid by the company directly.

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Long Term Mission

Advertising Objectives

The advertising objectives flow from prior decisions on target markets, market positioning & marketing mix. Many specific communication & sales objectives can be assigned to advertising. An advertising goal (or Objective) is a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time.

The main mission of “Dabur India Ltd.” is to increase the sales goals & the advertising helps the company to reach its targeted figure. With the help of advertising company has made sales turnover of

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Rs.2010 crore in 2005-2006. the long term and ultimate objective of “Dabur” is to satisfy consumer needs & wants and to increase the sales of the company.

Today before starting or commencing with any activity we plant out the objectives, we set up the goals regarding the activity that we are going to perform. Thus, determination of objectives is considered very important in all the fields.

Dabur goes for the production of FMCG products. It has defined its objectives as per the classification. It includes objectives persuade to:

1. Inform2. Persuade3. Remind (i.e. it clubs all the objectives head)

The main mission of every company behind doing advertising is:-

To increase the sales of the company’s products.

To inform the consumer about the company’s products.

To remind the market about the product.Advertising goals or objectives is a specific communication task & achievement levels to be accomplished with a specific audience in a specific time period.

1. To Inform

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Informative advertising figures heavily in the pioneering

(introduction) stage of a product category, where the objective is to build the primary demand.

“Dabur India Ltd.” inform about the new products, its uses, any price change, etc. The company reduces buyer’s fear by correcting false impression if any, clearing the doubts of consumers regarding the products, etc. Hence the company has successfully built its brand image.

There was a rumor that “Pudin Hara” was giving side effect after using it. So company decided to break this rumor and hence, “Dabur” has started informative advertising like. . .

“Effect sahi, side effect Nahi”

It has really changed company’s impression regarding this product in the market.

It gives knowledge about the product that exists & product which is going to be introduced in the market. This is also called primary advertising and primary advertising is done when the product is in introductory stage. At present “Dabur” is doing informative advertising for all its all products.

2. To Persuade

Persuasive advertising becomes important in the competitive stage where a company’s objective is to build selective demand for a particular brand, most advertising falls into this category. This is also called selective advertising. It puts one brand against rest of the market.

“Dabur” insist and attract the customers to encourage them to switch to its brand, building brand preference. It also persuades buyers to buy its product once (at present) and continue its purchase (in future). Sometimes Dabur also did selective advertising when there is a high competition in the market. At present Dabur is doing selective advertising for “Dabur Vatika Hair Oil” & “Dabur Chyawanprash” because there is very high competition for both these products of the company. Such advertising is called competitive advertising.

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3. To Remind

Reminder advertising is highly important for the matured products. A related form of advertisement is reinforcement advertisement, which seeks to assure current purchasers that they have made the right choice.

“Dabur” remind about the product that exist in the market. It reminds in such a manner as if the need of the product will arise in the future. It keeps reminding about its quality during the festivals. There are various products of Dabur which are in matured stage like “Dabur lal tail”, Dabur janam ghutti”, Dabur pudin hara” etc. needs reminder advertising. There are other products too, the sales of which is more due to reminder advertising.

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Methods: Advertising

Budget fixation

After determining advertising objective the company can proceed to establish its advertising budget for each product. The role of advertising is to increase demand for the product. The co. spend the amount required to achieve the sales goals.

Although advertising is treated as current expense, part of it is really an investment that builds up an intangible value called goodwill as brand equity.

There are various factors which are taken into consideration while preparing the advertising budget.

Advertising budget means the money required to advertise the product into the market whether it is the new product or already established product. More money is required if the product is newly introduced.

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The factors like financial background also affect the advertising budget in addition to the competitors. The financial background of Dabur is very sound. So they have a good advertising budget.

Dabur has made contracts with the bollywood stars like Amitabh Bachchan, Rani Mukhrji, Mandira Bedi, Priyanka Chopra, Karishma Kapoor etc.

A.] STAGE IN PRODUCT LIFE CYCLE

New product typically receive large advertising budget to build awareness and to gain consumer trial. Established brand usually are supported with lower advertising budget as a ratio to sales.

Every product passes through product life cycle. The firm has commenced before four years that it is in its growth stage. At present Dabur utilizes more budgets for its new products.

For the newly introduced products the co. keeps a high budget. The co. has a policy to maintain high budget for the new products and those products which are well established and which constitute a high profit margin. At present the well established and most powerful products of Dabur are Chyawanparsh & Hair oil.

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B] MARKET SHARE AND CONSUMER BASE

High market share brands usually require less advertising expenditure as a percentage of sales to maintain their share. To build share by increasing market size requires larger advertising expenditure. On a cost per impression basis, it is less expensive to reach consumers of a widely used brand than to reach consumers of low share brands.

Due to the changing environment, fashion and needs of the consumers, the unit has introduced new scheme which is economical to the firm as well as to the customers.

Scheme to distributors like giving gold/silver coin attaining some particular targets. Dabur changes its advertising budget according to the taste, fashion and needs of the target markets.

C] COMPETITION

In a market with large no. of competitors and high advertising spending, a brand must advertise more heavily to be heard. Even simple clutter from advertisement not directly competitive to the brand creates a need for heavier advertising.

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Competition affect greatly to any firm. Dabur is a very old company so it has a very strong competition in the market with the competitors like

ZANDUSANDUHIMALAYAHIMANINIHAR etc.

Dabur increase the advertisement of its products when there is arrival of any new competitor in the market.

D] FINANCIAL BACKGROUND

Availability of finance is an important factor for setting advertising budget. If the co. can not advertise its product very well in the market against its competitors the product may fail in the market. Sometime some product may need constant advertising on the media like T.V. and radio etc.

Dabur India ltd. is already an established co. and it enjoys a very good market share in the Ayurvedic industry so it has sufficient finance for the advertisement purpose.

So far as budget is concerned financial background of Dabur is very sound. And hence Dabur is able to spend a good amount on its advertisements. Nowadays Dabur is sponsoring the movies on the T.V. channels like Doordarshan.

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ADVERTISING COPYADVERTISING AGENCYADVERTISING LAYOUT

ADVERTISIND COPY

Advertising copy is written or spoken material of advertising communication which includes:

headlines Names Address for advertiser

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Logo Trade marks Text message

It is prepared by an expert copy writer. It is a creative business demanding a lot of imagination and foresight.

The main aim of advertisement copy is to generate attention, developing interest, it should be believable, it should have proves of utility and should be within some range of rules of govt.

In Dabur India ltd. advertisement copy is being prepared by the ad agencies and the marketing personnel. But the final decision is based on marketing dept.

Dabur prepare different advertisement copy for different countries/states for the states like Gujarat, the ad agency like “mudra” and “STARCOM” media has performed the work for preparing ad messages. The ad agency knows all the details about the respective state and is able to handle and give sufficient knowledge to its customers in same state.

Advertising copy changes with the changing festival and seasons.

For e.g. during Diwali festival the advertising copy is related to the Diwali festival. And so during the other festival.

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The frequency of advertisement copies is not fixed. It can be fortnightly basis or monthly basis as per festival or season. (Dabur Chyawanprash)

Again the frequency of advertising is different from product to product.

ADVERTISING BUDGET

“Agencies are group of specialist who generally can perform advertising task better than a company’s own staff.” To select an ad agency is a very difficult job. The best and the good working ad agency create a very good impact in the market through their reputation and/or size of the agency attracts new business.

Dabur India ltd. has many ad agencies which are:

1) O & M (Ogilvy and Mather )2) Bater3) Mudra4) Carat Media5) STARCOM for Media6) J Walter Thompson

In the very beginning co. was making its advertising copy and lay out by it self only , then after co. appointed “ Mudra “ for Gujarat, “ Carat Media” for Maharashtra, “STATCOM” for media and O & M for the India level. Payment for the remuneration is on contract basis, on every time they send their bills and payments of remuneration is made by advertising dept. there is no continuous fee structure.

ADVERTING LAYOUT

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The advertising layout deals with proper and attractive physical arrangements for the layout presentation of the message for sales communication. A visual layout of advertisement has the following elements:

HEADLINE ILLUSTRATION COLOUR/TYPES AVAILABLE THE ADVERTISER OR SPONSER THE SLOGAN

In Dabur India ltd. the arrangement of advertisement layout is prepared/decided by the ad agencies and the top executives of advtg. Dept. (i.e. by Mr. Devender Garg who is the head of the consumer care division, marketing head.)

Dabur has rarely given the advertisement of its product in the newspaper. The co. mostly uses T.V. media or giving advertisements for its product.

Message generation

Choosing the advertising message is a very creative and challenging because the message itself creates a value for the product. Generally, message should be decided as a part of developing the product concept. Yet there is usually latitude for a no. of possible messages over time the marketer might want to change the message especially if consumers seek new or different from product.

Message evaluation and selection

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A good ad agency normally focuses on one core proposal. The advertiser conducts market research to determine which appeal work best with its target audience.

For e.g. the new product of Dabur is in candy form (Hajmola) and the target markets are children. So, on the basis of target market, the preparation of message is done.

FACTORS TIMINGS

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FACTORS/REASON BEHIND CHOOSING MEDIA

The media planner has to know the capacity of the major media types to deliver reach, frequency and media impact. There are various reasons behind choosing the media, they are:

1] COVERAGE REACHES

Radio and television are the most effective media for reaching through out the country. Dabur selected the TV because T.V. advertising is very effective than that of other medias. . In the present era T.V. is the best mode of advertising the product. It covers 92.5 % of coverage.

2] PRODUCT

Product also affects the selection of media. Women’s dresses are best shown in colour magazines, cameras are best shown in T.V. so, according to the product, and the media is selected. As the dabur’s products are Ayurvedic as well as F.M.C.G. so the best and proper way to advertise these products is T.V. as well as radio.

3] COST

The most imp. Factor which affects the selection of media is cost. In today’s world T.V. advertising is very expensive, while advertising through print media is less expensive. As the financial background of Dabur is sound it prefers T.V. media for advertising.

DECIDING THE MEDIA TIMINGS

Deciding the timing of advertisement is a very difficult job i.e. at which time the advertisement of a particular product should be produced. Dabur has selected T.V. as the main advertising media. And so has decided the media timings of their product. i.e. advertisement of some products is shown in the morning, some in the evening time etc.

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For e.g. the ad of Hajmola candy is given by the co. during the morning and during the lunch time because the product like Hajmola candy is made to be taken after taking the lunch.

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MEASUREMENT

This is the fifth and the last ‘M’ amongst the 5 ‘M’s of the advertising. This ‘M’ stands for Measurement which deals with the effectiveness of advertising done by the organization for its product or service.

Good planning & control of advertising depends critically on measures of effectiveness. Most advertisers try to measure the communication effect of an ad i.e. its potential effect on awareness, knowledge or preference. They would also like to measure the ad’s sales effect but often feel it is difficult to measure yet both can & should be reached.

The measurement of advertising can be made through the awareness program or through the survey on the effect of advertising & also through consumer perception.

Dabur measure their advertising effectiveness on sales through conducting the ad awareness program. Sometimes company also prepare questionnaire (survey) in big cities to know the effect of ad on the consumer. Company also follows the consumer perception technique for measuring the advertising effectiveness. Through survey of advertising attributes/factors which may able to know the key of the company

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The main objective of research is to assist the marketing executive in solving the product problem relating to the marketing of goods and services. Marketing research is more helpful to researcher because with taking into consideration result obtained by him after research, he can take decision in favour of both firm and consumers. Following are the aim of marketing research and analysis may be stated as follows:

To assess probable volume of future sales.

To indicate the distribution method best suited to the product and market.

To assess competitive strengths and policies.

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To define probable market for specialized product and to report general market conditions and techniques buying benefits etc.

To study geographical distribution of the product.

To know company’s expected share of the market.

To estimate potential buying power of customers in various area.

To identify marketing opportunities on problems.

To know about customers acceptance of the product.

To determine dimension of the marketing problems.

Here I have surveyed the product which is famous in every home of the country and in every child i.e. Dabur Chyawanprash. The main intention of the survey is to know the satisfaction level obtained by the consumers of Dabur Hair Oil. The survey was obtained in the city of Raipur. For the survey purpose I made a questionnaire and supplied it to a sample size of 50 (Fifty) persons at Big Bazaar, Raipur. The response was very healthy and swift. My questionnaire is given here.

Generally most used are the two types of survey in this field. They are firstly the Population and sample size and secondly the method of sampling. If the size of sample is very high then the method of population is used and on the contrary if the size of sample survey is not very big then the method of sampling is taken into account. Both the methods have some benefits as well as some drawbacks. If the sample size is very high then the result may not be very accurate than

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that of the sampling method as the number of samples is very less. So here I have taken a small size of sample that is fifty so the results can be obtained as accurate as possible. The results obtained this way is very attractive and in favour of the company. Company has many opportunities in the Hair Oil market. The Dabur Hair Oil is enjoying a larger share of the market so far as this product is concerned.

The survey was tested on the fifty persons. The survey got an amazing response. The below given is the result with suggestions to the questionnaire on the customer satisfaction of Dabur Hair Oil.

A Study of Consumer’s Opinion / Remarks / Feedback on DABUR as an advertising of this brand

Respected Madam,

I am a student of B.COM 5TH SEM Studying at MATS UNIVERSITY,RAIPUR. The aim of this questionnaire is to survey on consumers opinion regarding DABUR’s Advertising.

I assure you that the Information given by you will not disclosed & will be used only for study Purpose and hope that the Information given by you will be correct.

Thank you.

Fill all the blank Properly Please tick the Response applicable to you in the Squares

given.

CONSUMER’S INFORMATION

Name of Consumer

Address

Contact No.

Gender :- Male Female

Age :- 19 to 25

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26 to 35

35+to more1. Which type of hair oil do you prefer?a) branded b) loose

2. Which brands of hair oil do you prefer?a) Dabur b) Himaliyac) Himani d) Parasuit e) Nihar f) Local

3. Do you consume Dabur vatika hair oil?a) Yes b) No

4. How many times do you use Dabur vatika? a) Daily b) Weekly b) Monthly

5. How long you are consuming Dabur vatika?a) Less than 1 year b) Less than 5 yearc) More than 5 year

6. Why do you purchase Dabur vatika?a) Quality b) Quantityc) Price d) Brand name

7. How do you come to know about the Dabur vatika?a) Advertisement b) Word of mouthb) Retailers d) Magazines

8. Are you satisfied with the price of Dabur vatika?a) Yes b) No

9. Are you satisfied the with Dabur vatika? a) Yes b) No

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10. If you are not using Dabur vatika than what is your expectation?

a) Less price b) Better quality c) Good packaging d) Good scheme

11. Are you aware about other Dabur product?a) Yes b) No

12. Do you purchase regularly Dabber’s products?a) Yes b) No

1.which type of hair oil do you prefer?

OPTIONS RESPONSES IN PERCENTAGEBRANDED 39 78 %

LOOSE 11 22%

Branded Loose0%

10%

20%

30%

40%

50%

60%

70%

80%

78%

22%

Percentage

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SUGGESTIONS

From the survey it is inferred that the majority of the consumers of Hair Oil believe in branded one. There are very less consumers who consume loose Hair Oil. So the survey favours the branded companies, thus the Dabur has opportunities to expand the market.1) which brands of hair oil do you prefer?

OPTIONS RESPONSES IN PERCENTAGEDABUR 32 64 %

HIMALAYA 05 10 %HIMANI 05 10%

PARASUIT 02 04 %NIHAR 04 08%LOCAL 02 04 %

Dabur Himalaya Himani Parasuit Nihar Local0%

10%

20%

30%

40%

50%

60%

70%

64%

10% 10% 4% 8% 4%

Percentage

SUGGESTIONS

So far as the Hair Oil is concerned, the Dabur is the most reliable name in the market. Dabur is enjoying highest market share in the Hair Oil market. Most people favour Dabur for the Hair Oil.

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2) Do you consume Dabur vatika hair oil?

OPTIONS RESPONSES IN PERCENTAGEYES 35 70 %NO 15 30 %

yes

No

70%

30%

SUGGESTIONS:From the survey I made, I can suggest that the Hair

Oil has a good market. So company if want to expand their practices in this field, it can surely jump into this product.

3) How many times do you use Dabur vatika?

OPTIONS RESPONSES IN PERCENTAGE

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DAILY 27 54 %WEEKLY 16 32 %

MONTHLY 07 14 %

54%32%

14%

Daily

Weekly

Monthly

SUGGESTIONS

Most of the Hair Oil users consume it daily as it is helpful only if it is taken daily and regularly. There are some who consume it weekly and some even monthly. 4) How long you are consuming Dabur vatika?

Option Response In percentage< 1 year 7 14%< 5 years 21 42%> 5 years 22 44%

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< 1 year < 5 year > 5 year0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

14%

42%44% Percentage

Suggestion

In the survey I found out that majority of the people who answered are using the Dabur Hair Oil since more than last five years and then comes the persons who are using it since five years and at last the persons who are using it since last one year. So the usage of the product has been increasing day by day.5) Why do you purchase Dabur vatika?

OPTIONS RESPONSES IN PERCENTAGEQUALITY 29 58 %

QUANTITY 05 10 %PRICE 13 26 %

BRAND AWARENESS

03 06 %

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Quality Quantity Price Brand0%

10%

20%

30%

40%

50%

60%

58%

10%

26%

6%

Percentage

SUGGESTIONS

As the company is very well established in the market and believes in the quality, it has got many customers. Most of the Dabur consumers give importance to the quality. Thus the company proves to be qualitative in the market and need to maintain the quality of the product.6) How do you come to know about the Dabur

vatika?

OPTIONS RESPONSES IN PERCENTAGEADVERTISEMENT 38 76 %

RETAILERS 05 10 %WORD OF MOUTH 05 10 %

MAGAZINES 02 04 %

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Advt. Retailers Word of mouth

Magazines0%

10%20%30%40%50%60%70%80%

76%

10% 10% 4%

Percentage

SUGGESTIONS

The promotional activities of the Dabur are very systematic and progressive in the market. The company advertises on the T.V. generally. It has got good brand ambassadors like Amitabh Bachhan. Thus most of the people come to know about Dabur every now and then. Company needs to keep it continue.

7) Are you satisfied with the price of Dabur vatika?

Option Response In PercentageYes 28 56%No 22 44%

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Yes No0%

10%

20%

30%

40%

50%

60%

56% 44%Percentage

Suggestion

As we all know the Dabur is an old and very well established organization in India. The products of Dabur are qualitative and reasonable in price but now the competition is increased very much in the market and very cheap products are available in the market. But yet majority of the consumers finds the pricing of Dabur very reasonable only.

8) Are you satisfied the with Dabur vatika?

OPTIONS RESPONSE IN PERCENTAGEYES 42 84 %NO 08 16 %

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Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

84%

16%

Percentage

SUGGESTIONS

All the consumers who purchase the Dabur Hair Oil go with the satisfaction on their face. The product of the Dabur has given the satisfaction to their customers. Thus the company produces very satisfactory products.

9) If you are not using Dabur vatika than what is your expectation? OPTIONS RESPONSES IN PERCENTAGE

LESS PRICE 32 64 %BETTER QUALITY 12 24 %

GOOD PACKAGING

04 08 %

GOOD SCHEMES 02 04 %

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Less price Better quality

Good packaging

Good schemes

0%

10%

20%

30%

40%

50%

60%

70%

64%

24%8%

4%

Percentage

SUGGESTION

So far the price, the quality, packaging and all other promotional activities of the Dabur Company are concerned it is best and reasonable than those of the other competitors. Thus company needs to maintain all the policies regarding the competitors in the market.

10) Are you aware about other Dabur product?

OPTIONS RESPONSES IN PERCENTAGE

YES 47 94 %NO 03 06 %

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Yes No0%

20%

40%

60%

80%

100%

94%

6%

Percentage

SUGGESTIONS

As the company Dabur and its products are very popular in the India, generally all of the people are aware of the Dabur and its products. Specifically the Dabur Hair Oil is the very famous among all. The company has good image in the market. Thus company has many opportunities. 11) Do you purchase regularly Dabber’s

products?

Option Response In percentageYes 29 58%No 21 42%

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Yes No0%

10%

20%

30%

40%

50%

60%

58%

42%Percentage

Suggestion

Dabur Hair Oil is no doubt very popular in the market but it is not true in each and every products of Dabur Company. Thus the Dabur needs to do something more in the way to make each and every product as popular as the Dabur Hair Oil and some other.

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The term SWOT includes the four characteristics which are Strength, Weakness, Opportunities and Threat respectively. All types of company whether large or small always carry with some characteristic like strengths, weaknesses, opportunities and threats. The analysis of these characteristics in the case of Dabur India Ltd. is as follows.

1] STRENGTH

The strength of Dabur India Ltd. depends on its work force which is efficient and their proper management by the organization. The management and workers work

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with same goal achievement target and adopt same objective through different ways, so no power can break their internal dependence based on faith and hard work and devoted work force. The positive point that I found while my industrial training over there is good working ability and unity among the workers and staff members.

2] WEAKNESS

As such they don’t feel any weakness in their management but it is not always such. Because while doing survey for the Dabur Hair Oil I got suggestions from the general public that the Dabur India Ltd. is not doing effective and balanced advertising of all their products. Only some major products are advertised. There are such products of the company about which the public may not have any information. On T.V. also we find advertisement of some popular of their products but not of all, the new product’s advertisement is given only while the introduction period.

The company doesn’t take much help of Print media to advertise. This is also a drawback of the company. Company misses a larger segment of market because of this.

3] OPPORTUNITIES

As the company is very popular and has a good image in the market it has got many opportunities. If we consider the above mentioned matter, the company can yet increase its market share and can become more popular in the market if they focus on all round advertising. If the newly launched products are given importance as the other established products then company will surly get the fruits. In my survey I also found that company is charging little high prices of some of their products than the competitors. The company can be benefited if it fight this matter with its

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competitors and may get some more customers in the market.

4] THREATS

Today, for each and every company the main threat is of competition. Same way the Dabur India Ltd. also has the same threats as others i.e. of competition. Most of the products of the Dabur India Ltd. are facing the competition with other F.M.C.G. and Ayurvedic products manufacturing companies. And yet many more companies of which most of are Multinationals are entering the market so the Dabur India Ltd. has the threat of facing a large size of competition.

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Any company can think about its future plans only when it has attained some stable position and standards of performance. Future plans are to be planned with almost care so that they can be applied in future.

Dabur India Ltd. is planning to increase the promotional activities to achieve the same success as in India. The company is there in the foreign countries but it does not have same popularity of the products over there. The company updates their machinery with

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latest technology so that it can compete with the competitors in the market. Whenever needed, the company always is ready to take actions to compete in the market.

The company is hoping it’s every product to be famous and popular as the products like Dabur Chyawanprash and Dabur Hair Oil etc. The company is planning to make a special strategy or rather the promotional activities for all the products. Thus company’s future plan is to become very much successful in India as well as at international level.

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During my industrial training at Dabur India Ltd., I had very good experiences in the organization. The working staff at the Dabur India Ltd. is very polite and coordinating. And this is the secret of their long lasting. As we know Dabur India Ltd. was established in 1884 that means it has been working since more than 100 years in this field. This is the oldest organization in India.

The future of the Dabur India Ltd. is very bright in the F.M.C.G. and Ayurvedic products. The stand of the Dabur is very strong in the market as it is very established organization in India, all people are aware of Dabur products. The sales of the Dabur products have been increasing very effectively year by year. Thus, the secret of their long lasting existing lies in the hard efforts of workforce and brilliant management. Thus I wish a bright future of the company.

Thus I conclude that the success in this competitive business world needs hard working and proper management which is there in the Dabur India Ltd.

Dabur India Ltd. is a well going business organization with all the necessary inputs to get the best output. They possess all the necessary machineries and equipments to manufacture every F.M.C.G. and Ayurvedic products. They also have enough workers to perform the work.

So really speaking there is no such thing that can be suggested by me but one thing always comes to my mind

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is that for such an industry who is quite profitable and successful, it will be very much easy if it launches a new product in the same field. They have just launched a new product named Dabur Chyawanshakti. They will easily get the customers and even personnel to work in the organization.

It is understandable for us that the company can yet make a good and huge market for their products. So it is suggested that if the company will go further it will get a bright future in all other products as some other popular products.

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MARKETING MANAGEMENT => PHILIP KOTLER

MARKETING MANAGEMETN =>SHERLEKAR & SHERLEKAR

Fundamentals Management => William Stanton

WEB SITE OF DABUR INDIA LTD. FOR GENERAL INFORMAITON => www.dabur.com

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