Projectreport daburindialimited-1st-101008044158-phpapp01

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Projectreport daburindialimited-1st-101008044158-phpapp01

  1. 1. DABUR INDIA LIMITEDMARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTSPROMOTING INSTITUTIONAL SALES FOR DABUR PRODUCTS DILEEP SINGH SHEKHAWAT 6/24/2010 SUBMITTED BY:DILEEP SINGH SHEKHAWAT
  2. 2. DABUR INDIA LIMITED“ONE OF INDIA’S MOST ADMIRED COMPANY” 4
  3. 3. TABLE OF CONTENT TOPICS DESCRIPTION PAGE NO…Acknowledgement……………………………………………………….. 7Business portfolio of Dabur……………………………………………. 8Introduction to Dabur…………………………………………………... 9-16About market research…………………………………………………. 17Steps of market research……………………………………………….. 18Data analysis and findings for corn flour………………….................... 19-22Data analysis and findings for lemoneeze…………………................... 23-25Data analysis and findings for capsico………………………................ 26-27Data analysis and findings for coconut milk………………………….. 28-30Data analysis and findings for honey…………………………............... 31-33Data analysis and findings for tomato puree…………………………. 34-37Data analysis and findings for tomato paste………………………….. 38-39Data analysis and findings for snack dressing………………………… 40-42Data analysis and findings for tomato ketchup………………………. 43-46Data analysis and findings for pineapple slice………………………… 47-49Data analysis and findings for fruit cocktail………………………….. 50-53Data analysis and findings for mango pulp……………………………. 54-55Data analysis and findings for keora water……………….................... 56-57Conclusion and recommendations……………………………………. 58About institutions sales ……………………………………………….. 59-60Bibliography………………………………………………………… 61 5
  4. 4. DECLARATION I DILEEP SINGH SHEKHAWAT student of PGDM studying at UDAIINSTITUTE OF MANAGEMENT STUDIES-JAIPUR, hereby declare that the projectwork entitled “FIND OUT THE PERFORMANCE OF DABUR PRODUCTS ANDPROMOTING INSTITUTIONAL SALES” was carried out by me in partialfulfillment of the requirement for the award of the degree of PGDM. This project was undertaken as a part of academic curriculum according to theAICTE rules and norms and it has not commercial interest and motive. It is anoriginal work done entirely by me and is based on my own observations. The factspresented here are true to the best of my knowledge. I also declare that this report has not been submitted to any other organizationfor any other purpose 6
  5. 5. ACKNOWLEDGEMENTI offer a great many thanks to a great many people who helped and supportedme during the project. My deepest thanks to Dr. Ruby Dwivedi ,The Guide ofthe project for guiding and correcting various documents of mine withattention and care. She has taken pain to go through the project and makenecessary correction as and when needed. I express my thanks to theDirector of, Udai institute of management studies-jaipur, for extending hissupport. My deep sense of gratitude to Mr. Sumit Kumar Gupta-Sr.business development officer, Dabur India ltd. support and guidance.Thanks and appreciation to the helpful people at Dabur India ltd., for theirsupport. I would also thank my Institution and my faculty members withoutwhom this project would have been a distant reality. I also extend myheartfelt thanks to my family and well wishers.I am very thankful to everyone who all supported me, for I have completedmy project effectively and moreover on time.I am equally grateful to my teacher Dr. Tanjul saxena; she gave me moralsupport and guided me in different matters regarding the topic. she had beenvery kind and patient while suggesting me the outlines of this project andcorrecting my doubts. I thank her for her overall supports.Last but not the least, I would like to thank my parents who helped me a lotin gathering different information, collecting data and guiding me from timeto time in making this project .despite of their busy schedules ,they gave medifferent ideas in making this project unique.Thanking youDileep singh shekhawatUdai institute of management studies-jaipurPGDM-2009-2011 7
  6. 6. Business portfolio of DaburPERSONAL CARE:-Dabur has a wide HEALTH CARE :-Dabur chyawanprash,range of personal care products and some Dabur Shwaasamrit, Dabur Pilochek, Daburproducts as Dabur amla hair oil, vatica heal-ek, Hajmola Candy, PudinHara,sampoo, dabur gulabari, u veda etc. Dabur Blood Purifier etc.Home care &Food products:- Real juice segment  Tomato ketchup  Lemoneeze  Real  Capsico  Active  Cornflour  burrst  Pineapple slice  Fruit cocktail  Tomato puree 8
  7. 7. Introduction to DaburFOUNDER AND LEADERSFounding Thoughts: "What is that life worth which cannot bring comfortto others" The story of Dabur began with a small, but visionary endeavour by Dr. S. K. Burman, a physician tucked away in Bengal. His mission was to provide effective and affordable cure for ordinary people in far-flung villages. With missionary zeal and fervour, Dr. Burman undertook the task of preparing natural cures for the killer diseases of those days, like cholera, malaria and plague.Soon the news of his medicines traveled, and came to be known. as the trusted Daktaror Doctor who came up with effective cures. And that is how his venture Dabur got itsname - derived from the Devanagri rendition of Daktar Burman.Dr. Burman set upDabur in 1884 to produce and dispense Ayurvedic medicines. Reaching out to a widemass of people who had no access to proper treatment. Dr. S. K. Burmanscommitment and ceaseless efforts resulted in the company growing from a fledglingmedicine manufacturer in a small Calcutta house, to a household name that at onceevokes trust and reliability.Dabur india ltd. Is the fourth largest FMCG company in india with the revenues ofus$ 750 million (3390 crore) and market capitalization of us$ 3.5 billion (over RS16000 crore)building on a legacy of quality and experience of over 125 years. daburoperates in key consumer products categories like hair care, oral care, health care, skincare, home care & foods. 9
  8. 8. DABUR AT-A-GLANCEDabur India Limited has marked its presence with significant achievements and todaycommands a market leadership status. Our story of success is based on dedication tonature, corporate and process hygiene, dynamic leadership and commitment to ourpartners and stakeholders. The results of our policies and initiatives speak for themselves.  Leading consumer goods company in India with a turnover of Rs. 2834.11 Crore (FY09)  3 major strategic business units (SBU) - Consumer Care Division (CCD), Consumer Health Division (CHD) and International Business Division (IBD)  3 Subsidiary Group companies - Dabur International, Fem Care Pharma and newu.  17 ultra-modern manufacturing units spread around the globe  Products marketed in over 60 countries  Wide and deep market penetration with 50 C&F agents, more than 5000 distributors and over 2.8 million retail outlets all over IndiaSHORT DESCRIPTION OF 3 MAJOR STRATEGIC BUSINESS UNITS (SBU)Consumer Care Division (CCD):-Adresses consumer needs across the entire FMCG spectrum through four distinctbusiness portfolios of Personal Care, Health Care, Home Care & Foods.Master Brands:  Dabur - Ayurvedic healthcare products  Vatika - Premium hair care  Hajmola - Tasty digestives  Réal - Fruit juices & beverages  Fem - Fairness bleaches & skin care products9 Billion-Rupee brands: Dabur Amla, Dabur Chyawanprash, Vatika, Réal, Dabur Red Toothpaste,Dabur Lal Dant Manjan, Babool, Hajmola and Dabur Honey  Strategic positioning of Honey as food product, leading to market leadership (over 75%) in branded honey market  Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share. 10
  9. 9.  Vatika Shampoo has been the fastest selling shampoo brand in India for three years in a row  Hajmola tablets in command with 60% market share of digestive tablets category. About 2.5 crore Hajmola tablets are consumed in India every day  Leader in herbal digestives with 90% market shareConsumer Health Division (CHD)Offers a range of classical Ayurvedic medicines and Ayurvedic OTC products that deliverthe age-old benefits of Ayurveda in modern ready-to-use formats  Has more than 300 products sold through prescriptions as well as over the counter  Major categories in traditional formulations include: - Asav Arishtas - Ras Rasayanas - Churnas - Medicated Oils  Proprietary Ayurvedic medicines developed by Dabur include: - Nature Care Isabgol - Madhuvaani - Trifgol  Division also works for promotion of Ayurvedic through organized community of traditional practitioners and developing fresh batches of students International Business Division (IBD)Caters to the health and personal care needs of customers across different international markets,spanning the Middle East, North & West Africa, EU and the US with its brands Dabur & VatikaFocus markets:- Nigeria- Bangladesh- Nepal and US 11
  10. 10. VISION AND PRINCIPLES "Dedicated to the halth and well being of every household" This is our company. We accept personal responsibility, and accountability to meet business needs.We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are determined to be the best at doing what matters most. People are our most important asset. We add value through result driven training, and we encourage & reward excellence. We have superior understanding of consumer needs and develop products to fulfill them better. We work together on the principle of mutual trust & transparency in a boundary-less organization. We are intellectually honest in advocating proposals, including recognizing risks. Continuous innovation in products & processes is the basis of our success. We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other. 12
  11. 11. STRATEGIC INTENTWe intend to significantly accelerate profitable growth. To do this, we will:  Focus on growing our core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology  Be the preferred company to meet the health and personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science  Provide our consumers with innovative products within easy reach  Build a platform to enable Dabur to become a global ayurvedic leader  Be a professionally managed employer of choice, attracting, developing and retaining quality personnel  Be responsible citizens with a commitment to environmental protection  Provide superior returns, relative to our peer group, to our shareholdersMILESTONES TO SUCCESS  1884 - Established by Dr. S K Burman at Kolkata  1896 - First production unit established at Garhia  1919 - First R&D unit established  Early 1900s - Production of Ayurvedic medicines.  1930 - Automation and upgradation of Ayurvedic products manufacturing initiated  1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporate  1940 - Personal care through Ayurveda  1949 - Launched Dabur Chyawanprash in tin pack  1957 - Computerisation of operations initiated  1970 - Entered Oral Care & Digestives segment  1972 - Shifts base to Delhi from Calcutta  1978 - Launches Hajmola tablet  1979 - Dabur Research Foundation set up  1979 - Commercial production starts at Sahibabad, the most modern herbal medicines plant at that time  1984 - Dabur completes 100 years  1988 - Launches pharmaceutical medicines  1989 - Care with fun The Ayurvedic digestive formulation is converted into a childrens fun product with the launch of Hajmola Candy. In an innovative move, a curative product is converted to a confectionary item for wider usage.  1994 - Comes out with first public issue  1994 - Enters oncology segment  1994 - Leadership in health care  1996 - Enters foods business with the launch of Real Fruit Juice  1998 - Burman family hands over management of the company to professionals 13
  12. 12.  2000 - The 1,000 crore mark Dabur establishes its market leadership status by staging a turnover of Rs.1,000  2001 - Super specialty drugs  2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4 crore  2003 - Dabur demerges Pharmaceuticals business  2007 - Celebrating 10 years of Real  2007 - Dabur Foods merged with Dabur India  2008 - Acquires Fem Care Pharma  2009 - Dabur Red Toothpaste joins Billion Rupee Brands club Dabur Red Toothpaste becomes the Daburs ninth Billion Rupee brand. Dabur Red Toothpaste crosses the billion rupee turnover mark within five years of its launch.SUSTAINABILITY REPORTAt Dabur, environment and nature is the lifeline of our business. With a portfolio of Ayurvedic andnature-based products, conservation of nature & natural resources is deep rooted in our organizationalDNA, and in every aspect of our ever-growing business. We, at Dabur, have not merely incorporatedthe concept of sustainability into the core of our business but have, in fact, expanded it to encompassour aspirations and responsibilities to the society and to the environment. It is this concept that inspiresus to optimize our business performance to tackle the new and growing challenges of environment andtechnology.It is a concept on which we aspire to build an organization that will continue to increase value for allour stakeholders for generations to come, through intensive focus on Conservation of Energy andTechnology Absorption, along with Health, Safety and Environment Protection.CONSERVATION OF ENERGYDabur has been undertaking a host of energy conservation measures. Successful implementation ofvarious energy conservation projects have resulted in a 13.8% reduction in the Company’s energy billin the 2008-09 fiscal alone. What was noteworthy was the fact that this reduction has come despite an8-9% volume increase in manufacturing, and an average 11.7% increase in cost of key input fuels.The host of measures – key among them being use of bio-fuels in boilers, generation of biogas andinstallation of energy efficient equipment – helped lower the cost of production, besides reduceeffluent and improve hygiene conditions & productivity. 14
  13. 13. Technology AbsorptionDabur has also made continuous efforts towards technology absorption and innovation, which havecontributed towards preserving natural resources. These efforts include:  Minimum use of water in process by pre-concentration of herbal extract and reduction in concentration time  Uniform heating in VTDs by hot water as against steam earlier, resulting in 30% reduction in bulk wastage by using non-stick coating and formulation change  Improvement in water treatment plant through introduction of RO (Reverse Osmosis) system for DM water, reutilization of waste water from pump seal cooling and RO reject waste-water management  Introduction of water efficient CIP system with recycling of water in fruit juice manufacturing  Development of in-house technology to convert fruit waste into organic manure by using the culture Lactobacilus burchiThe Company has achieved a host of significant benefits in terms of product improvement, costreduction, product development, import substitution, cleaner environment and waste disposal, amongstothers.HEALTH SAFETY & ENVIRONMENTAL REVIEWRenewing the commitment to Health Safety and Environment, Dabur has formulated a policy focusingon People, Technology and Facilities. A dedicated ―Safety Management Team‖ has also been put inplace to work towards the prevention of untoward incidents at the corporate and unit level, besideseducate & motivate employees on various aspects of Health, Safety and Environment. 15
  14. 14. The Company is also continuously monitoring its waste in adherence with the pollution control norms.In pursuance of its commitment towards the society, efforts have also been initiated to conserve andmaintain the ground water level. The efforts include implementation of rainwater harvesting, whichhas delivered encouraging results and has put the company on the path to becoming a Water-PositiveCorporation.Dabur also initiated a Carbon Foot Print Study at the unit level with an aim to become a carbonpositive Company in years to come.At Dabur, we are committed to sustainable development throughout our diverse operations. And, wewill strive to translate the good intentions into concrete and lasting results, contributing to the ultimategood of the society.IT INITIATIVESAt Dabur India Limited, knowledge and technology are key resources which have helped the Companyachieve higher levels of excellence and efficiency. Towards this overall goal of technology-drivenperformance, Dabur is utilizing Information Technology in a big way. This will help in integrating avast distribution system spread all over India and across the world. It will also cut down costs andincrease profitability.Our major IT Initiatives  Migration from Baan and Mfg ERP Systems to centralized SAP ERP system from 1st April 2006 for all business units.  Implementation of a country wide new WAN Infrastructure for running centralized ERP system.  Setting up of new Data Centre at KCO Head Office.  Extension of Reach System to distributors for capturing Secondary Sales Data.  Roll out of IT services to new plants and CFAs.Future Challenges  Forward Integration of SAP with Distributors and Stockists.  Backward Integration of SAP with Suppliers.  Implementation of new POS system at Stockist point and integration with SAP-ERP.  Implementation of SAP HR and payroll.  SAP Roll-out to DNPL and other new businesses. 16
  15. 15. MARKET RESEARCHMarket research is a process to find out the specific problem and opportunities. it mayalso use for a product-preference test, a sales forecast or an advertising evaluation. wedefine market research as the systematic design, collection, analysis, and reporting ofdata and findings relevant to a specific marketing situation facing by a company .In other words ―the activities undertaken by an organization to determine the nature ofits customers and competitors, as well as the demand for its products or services alongwith the features that customers prefer in similar products or services.‖MARKET RESEARCH PROCESS(HOW DONE MARKET RESEARCH ) DEFINE THE RESEARCH PROBLEM DEVELOP THE RESEARCH PLAN COLLECT THE INFORMATION ANALYZE THE INFORMATION PERCENT THE FINDINGS MAKE THE DECISION 17
  16. 16. STEP-1(DEFINE RESEARCH PROBLEM):-Dabur India Ltd. has a big product line of home made (cooking pastes and purees) andother items which mostly uses in Indian kitchen. The research problem is to find outthe market share, competitors of Dabur in same product line and also find outmarket size for all the products to which they have lunched.They are also planning to launch some products such as mango pulp, tomato paste,snack dressing etc so that also need to find out market size for these products andleading organizations in this product line.STEP-2 (DEVELOP THE RESEARCH PLAN):- DATA SOURCE: - data source is primary data and sample size was one hundred fifty. Primary data was collected through survey questionnaire because survey are the best suited for the descriptive research. it is used to learn about peoples knowledge, beliefs, preference and satisfaction. RESEARCH INSTRUMENTS:-The instrument that I used in my research was questionnaire. SAMPLING PLAN:-  SAMPLING UNIT:-I include to all those institutions (hotels and restaurants) in my sampling unit who has its own store to cater the facilities to inside and outside visitors.  SAMPLE SIZE:-The sample size was one hundred fifty.STEP-3(COLLECT THE INFORMATION)I was collect the information through the questionnaire. And after collecting therelevant information store it in excel format.STEP-4(DATA ANALYSIS):-Now i am going to have a inside of my research 18
  17. 17. DATA ANALYSIS FOR MY RESEARCH PROJECT PRODUCT CORN FLOURBRAND USING ANALYSIS OF CORNFLOURBRAND NAME NO. OF ACCOUNTS USEWEEKFIELD 77BEE GEE INDIA (THREE BIRDS) 43SHREE FOODS 9LEMELA 7NEATURE 1BROWN ANDPOLSION 1DABUR 10NOT USING 2TOTAL 150 BROWN AND POLSION EXISTING BRANDS AND MARKET SHARE 1% NOT USING NEATURE 0% 1% LEMELA 5% DABUR WEEKFIELD 7% SHREE FOODS BEE GEE INDIA (THREE BIRDS) 6% SHREE FOODS LEMELA WEEKFIELD NEATURE BEE GEE INDIA 51% (THREE BIRDS) BROWN ANDPOLSION 29% DABUR NOT USING 19
  18. 18. FINDINGS AND RECOMMENDATIONS FOR CORNFLOURAfter analyze the data there are some findings in terms of different brands available inmarket and their market share.After analysis the data I found that there are seven (7) brands available in marketnamed as-  WEEK FIELD :–week field is the market leader with share of fifty one (51%) percent. more then 50 percent market is captured by week field.  BEE GEE INDIA (THREE BIRDS):-it is the second brand in the market with twenty nine (29%) percent market share. it is the market challenger with 29 percent market share. it is local brand of jaipur .  SHREE FOODS:-it is catered by shree foods ltd. it is also local brand of jaipur. it has six (6%) percent market share.  DABUR (NATURES BEST):-it has seven (7%) percent market share.  LEMELA:-it has five (5%) percent market share.  BROWN & POLSON:-it has captured one (1%) percent market.  NEATURES:-it has one (1%) market share .  NOT USING: - there are two (2%) accounts who don’t use corn flour.RECOMMENDATIONS:-  As far as I thing there is no problem in the quality of Dabur corn flour because at the time of data collection I asked no. of questions to users in terms of quality, rate and pack size. According to some users it is little bit expensive.  Peoples are not aware about Dabur corn flour.  We require to do advertisement and marketing. 20
  19. 19. MARKET SIZE ANALYSISTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 148NO. OF ACCOUNTS NOT USING 2TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS MARKET SIZE ANALYSIS NOT USING 1% PRODUCT: C0RNFLOUR NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING 99%FINDINGS:-  According to market research findings there are ninety (99%) percent institutions are using corn flour and there is only one (1%) percent institutions are not using corn flour.  If we talk about the consumption, there is no more consumption. Two and three big institutions are using more than 100kg corn flour ,remaining all institutions are using 20-30 kg corn flour. 21
  20. 20. PACK SIZE (USED) ANALYSIS OF CORNFLOURAVAILABLE PACK SIZE NO. OF ACCOUNTS USING1 KG 1092 KG 225 KG 17NOT USING 2TOTAL 150 NOT USING PACK SIZE (USED) ANALYSIS 1% 5 KG 11% 2 KG 15% 1 KG 2 KG 1 KG 5 KG 73% NOT USINGFINDINGS:-  According to pack size (used) analysis there are seventy three (73%) percent institutions are using pack size of one (1) kg.  Fifteen percent institutions are using pack size of two (2) kg.  Eleven percent institutions are using pack size of five (5) kg.RECOMMENDATION:-  According to research findings most of institutions are using one (1) kg pack size that’s why we should produce one (1) kg pack size more. Because they takes small pack size from store on daily bases. 22
  21. 21. BRAND USING ANALYSIS OF LEMONEEZEBRAND NAME NO. OF ACCOUNTS USELEMONEEZE(DABUR) 3ROYAL BURTON 1LIMECARDILE 2USING FRESH LEMONS 146TOTAL 152 ROYAL BURTON LEMONEEZE(DABUR) 1% 2% LIMECARDILE 1% LEMONEEZE(DABUR) ROYAL BURTON LIMECARDILE USING FRESH LEMONS 96% USING FRESH LEMONS EXISTING BRANDS AND MARKET SHAREFINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share.After analysis the data I found that there are three (3) brands available in market namedas-  LEMONEEZE (DABUR):-it has two (2%) market share.  ROYAL BURTON:-it has one (1%) market share.  LIMECARDILE:-it also has one (1%) market share, people are aware about this product. it uses as complimentary.  USING FRESH LEMONS:-approximately ninety six (96%) percent institutions are using fresh lemons.  It is mostly used in summers (April to June ) 23
  22. 22. PACK SIZE(USED)ANALYSIS OF LEMONEEZEAVAILABLE PACK SIZE NO. OF ACCOUNTS USING250 ML 2750 ML 31 LTR 1NOT USING (USING FRESH LEMONS ) 144TOTAL 150 250 ML 750 ML 1% PACK SIZE (USED)ANALYSIS 2% 1 LTR 1% 250 ML 750 ML 1 LTR NOT USING (USING FRESH LEMONS ) NOT USING (USING FRESH 96% LEMONS )FINDINGS:-According to analysis there are different sizes (250,750 ml & 1 liter) areavailable in market. The pack size of lemoneeze is not required tochange. 24
  23. 23. MARKET SIZE ANALYSIS OF LEMONEEZETYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 6NO. OF ACCOUNTS NOT USING 144TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS USING 4% MARKET SIZE ANALYSIS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS NOT USING 96%FINDINGS:  According to research finding there are only four (4%) percent institutions are using lemoneeze and ninety six (96%) percent institution are using fresh lemons.  The market is not potential for this type of product because it is mostly used by big institutions. it can be introduce in only big institutions.  People are more habitual to use fresh lemons.  People are not aware about this product that’s why we required to do advertisement and approaching to big institution. 25
  24. 24. BRAND USING ANALYSIS OF CAPSICOBRAND NAME NO. OF ACCOUNTS USECAPSICO 28TABASCO 32NOT USING 90TOTAL 150 EXISTING BRANDS AND MARKET SHARE CAPSICO 19% TABASCO NOT USING 21% CAPSICO 60% TABASCO NOT USINGFINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there are two (2)brands available in market named as-  CAPSICO:-it has nineteen (19%) percent market share and there is no problem in terms of quality and rate.  TABASCO:-it has twenty one (21%) percent market, it is the competitor of capsico (Dabur).  It is mostly used by star category institution that’s why we need it approach in big institution.  There are two brands available in market and having same pack size(60ml) 26
  25. 25. PACK SIZE(USED)ANALYSIS OF CAPSICOAVAILABLE PACK SIZE NO. OF ACCOUNTS USINGTHE EXISTING BRANDS ARE HAVING SAMEPACK SIZE (60 ML).MARKET SIZE ANALYSIS OF CAPSICOTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 60NO. OF ACCOUNTS NOT USING 90TOTAL SAMPLE SIZE 150 MARKET SIZE ANALYSIS PRODUCT: CAPSICO NO. OF ACCOUNTS NO. OF ACCOUNTS USING NOT USING 60% NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING 40%FINDINGS:-  According to research findings if we talk about the market size, there is the forty (40%) percent market is potential to buy capsico. other remaining institution are not using product like capsico. we need to approach in big institution (star category). 27
  26. 26. BRAND USING ANALYSIS OF COCONUT MILKBRAND NAME NO. OF ACCOUNTS USETHAILAND(king thai) 4DABUR 9CHOCO 1CHAOCOH(IMPORTED) 10CANZ 4NESTLE 2NOT USING 120TOTAL 150 THAILAND(king CHAOCOH(IMPORTED thai) DABUR ) 2% CHOCO 7% 6% 1% CANZ 3% THAILAND(king thai) NESTLE 1% DABUR CHOCO CHAOCOH(IMPORTED) NOT USING 80% CANZ NESTLE NOT USING EXISTING BRANDS AND MARKET SHAREFINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there are six (6)brands available in market named as-  THAILAND (KING THAI):-it is the imported brand from Thailand. it has one (1%) percent market share.  DABUR:-it is the second popular brand in market with the six (6%) percent market share.  CHOCO:-it has one (1%) market share. 28
  27. 27.  CHAOCOH (IMPORTED):-it is also imported brand and it is the first popular brand with seven (7%) market share.  CANZ:-it is the third popular brand with three (3%) market share.  NESTLE:-it has one (1%) percent market share.MARKET SIZE ANALYSIS OF COCONUT MILKTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 30NO. OF ACCOUNTS NOT USING 120TOTAL SAMPLE SIZE 150 PRODUCT: COCONUT MILK NO. OF ACCOUNTS USING 20% NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS NOT USING 80% MARKET SIZE ANALYSISFINDINGS :- If we talk about the market size of coconut milk than there are only twenty (20%) percent institution which is using coconut milk and eighty (80%) institutions are not using coconut milk, most of institutions are using coconut cream and coconut powder. According to feedback it is used in preparing sea food. 29
  28. 28. PACK SIZE(USED) ANALYSIS OF COCONUT MILKAVAILABLE PACK SIZE NO. OF ACCOUNTS USING200 ML 9400 ML 191 KG 2NOT USING 120TOTAL 150 200 ML 6% 400 ML 13% 1 KG 1% 200 ML 400 ML NOT USING 1 KG 80% NOT USING PACK (USED)SIZE ANALYSISFINDINGS:- The coconut milk is available in different-2 pack size (200,400ml &1kg) and pack type is also different. Some companies have introduced it in tetra pack and some companies also introduced in tin packing. 30
  29. 29. BRAND USING ANALYSIS OF HONEYBRAND NAME NO. OF ACCOUNTS USEDABUR 134MARRY FOODS 2NOT USINS 13TOTAL 149 NOT USINS MARRY FOODS 9% 1% DABUR MARRY FOODS NOT USINS DABUR 90% EXISTING BRANDS AND MARKET SHAREFINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there are two (2)brands available in market named as- REAL HONEY (DABUR):-Real honey (Dabur) is the market leader with the ninety (90%) percent market share. Most of the market is captured by Dabur honey. There is no complained in terms of quality and rate. but now the share of Dabur honey is decreasing day by day, due to some reason-  There is no pack size less than 500 Grm (institutional).  Now days institutions has started using small pack size(15 grm) it is known as ― Honey on the table‖. 31
  30. 30.  HONEY(MARRY FOODS-MUMBAI):-It is the new emerging company and catering small honey pouch packing known as “HONEY ON THE TABLE ”.it has captured one (1%)percent market share.MARKET SIZE ANALYSIS OF HONEYTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 137NO. OF ACCOUNTS NOT USING 13TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS NOT USING 9% PRODUCT: HONEY NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING 91% MARKET SIZE ANALYSISFINDINGS:-According to research findings ninety one (91%) percent institutionsare using honey. There are only nine (9%) percent institution are notusing honey. That’s why the ninety percent market is potential. 32
  31. 31. PACK SIZE(USED) ANALYSIS OF HONEYAVAILABLE PACK SIZE NO. OF ACCOUNTS USING250 GRM 1500 GRM 4015 GRM(HONEY ON TABLE POUCHE ) 11 KG 95N0T USING 13TOTAL 150 N0T USING 250 GRM PACK SIZE (USED) ANALYSIS 8% 1% 250 GRM 500 GRM 27% 500 GRM 15 GRM(HONEY ON TABLE POUCHE ) 1 KG 63% 1 KG N0T USING 15 GRM(HONEY ON TABLE POUCHE ) 1%RECOMMENDATION:-There is no problem in terms of packing type and packing size butaccording to market share analysis the market share of real honey (Dabur)Is decreasing day by day. Because there is a pack size of 15grm pouch(Honey on the table) is launched by marry foods Ltd-Mumbai andinstitutions are more interested to use it.So to maintain the market share we also need to launch this type of packsize. 33
  32. 32. BRAND USING ANALYSIS OF TOMATO PUREEBRAND NAME NO. OF ACCOUNTS USEKAYTIS 39GOLDEN CROWN 26 DABUR(NATURE’S BEST ) 2NOGA 8FRUTINS 19TOPS 8KISSAN 2MORTAN 7MID LAND 3GURUJI 2NOT USING 34TOTAL 150 EXISTING BRANDS AND MARKET SHARE KAYTIS NOT USING KAYTIS 26% GOLDEN CROWN 23% DABUR(NEATURS BEST ) GURUJI NOGA 1% FRUTINS MID LAND 2% TOPS MORTAN KISSAN 5% GOLDEN CROWN MORTAN 17% KISSAN TOPS MID LAND 1% 5% GURUJI FRUTINS NOT USING 13% NOGA 5% DABUR(NATURE,S BEST ) 2% 34
  33. 33. FINDINGS AND RECOMMENDATIONAfter analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there are six (6)brands available in market named as- KAYTIS:-It is the market leader with twenty three (23%) percent market share. It is the most popular brand in the market. GOLDEN CROWN:-It is the market challenger with seventeen (17%) percent market share. It is the second most preferred brand in the market. NEATURS BEST (DABUR):-It has two (2%) percent market share NOGA:-It has five (5%) percent market share. FRUTINS:-It has thirteen (13%) percent market share. TOP’S:-It has five (5%) percent market share. KISSAN:-it has one (1%) percent market share. MORTAN: - it has five (5%) percent market share. MID LAND: - it has two (2%) percent market share. GURUJI: - it has one (1%) percent market share. NOT USING:-There are approximately twenty three (23%) percent institutions are not using tomato puree. They prefer to use fresh tomatoes.RECOMMENDATION:-During the data collection I found that our tomato puree (Dabur) is little bit expensiveand others brands are available between 35-40 rupees. Our competitor golden crown isselling tomato puree at the rate of forth rupees(40). 35
  34. 34. PACK SIZE(USED)ANALYSIS OF TOMATO PUREEAVAILABLE PACK SIZE NO. OF ACCOUNTS USING825 GRM 77850 GRM 39NOT USING 34TOTAL 150 PACK SIZE (USED) ANALYSIS NOT USING 23% 825 GRM 51% 825 GRM 850 GRM 850 GRM 26% NOT USINGFINDINGS:-According to pack size (used) analysis there are two pack size (825 & 850 GRM)available in the market. Eight hundred twenty five (825 GRM) pack size is the standardpack size available in the market. Some institutions are also using pack size of 850grm. 36
  35. 35. MARKET SIZE ANALYSIS OF TOMATO PUREETYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 116NO. OF ACCOUNTS NOT USING 34TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS NOT USING 23% PRODUCT: TOMATO PUREE NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING 77% MARKET SIZE ANALYSISFINDINGS:-According to research findings the seventy seven (77%) percent institutions are usingtomato puree and there is twenty three (23%) percent institutions are not using tomatopuree because they prefer to use fresh tomatoes. 37
  36. 36. BRAND USING ANALYSIS OF TOMATO PASTEBRAND NAME NO. OF ACCOUNTS USEP&R 10NOT USING 140TOTAL 150 EXISTING BRANDS AND MARKET SHARE P&R 7% P&R NOT USING NOT USING 93%FINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there is only (1)brands available in market named as-P&R:-There is only one brand available in the market and there is only seven (7%)percent institutions are using tomato paste. the most of institutions are not usingtomato paste because there is no requirement of tomato paste and if required than theyprepare by using fresh tomatoes. 38
  37. 37. PACK SIZE(USED)ANALYSIS OF TOMATO PASTEAVAILABLE PACK SIZE NO. OF ACCOUNTS USINGMOST OF INSTITUTIONS ARE NOT USINGTOMATO PASTE AND THE ONLY EXISTINGBRAND HAVING 3 KG (TIN) PACK SIZEMARKET SIZE ANALYSIS OF TOMATO PASTETYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 10NO. OF ACCOUNTS NOT USING 140TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS USING 7% PRODUCT: TOMATO PASTE NO. OF ACCOUNTS NO. OF ACCOUNTS USING NOT USING NO. OF ACCOUNTS NOT USING 93% MARKET SIZE ANALYSISFINDINGS:-According to market size analysis there are only seven (7%) percent institution areusing tomato paste and ninety three (93%) percent institutions are not usingtomato paste. That’s why the market is not potential for this type of product. 39
  38. 38. BRAND USING ANALYSIS OF SNACK DRESSINGBRAND NAME NO. OF ACCOUNTS USENESTLE 10KISSAN 2HEINZ 4CROSS&BLACKWELL 5BLACK & BARRIES 1NOT USING 128TOTAL 150 KISSAN HEINZ NESTLE 1% 3% 7% CROSS&BLACKWELL 3% NESTLE BLACK & BARRIES KISSAN 1% HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING NOT USING 85% EXISTING BRANDS AND MARKET SHAREFINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there are six (6)brands available in market named as- NESTLE: - it has seven (7%) percent market share. KISSAN: - it has one (1%) percent market share. HEINZ: - it has three (3%) percent market share. CROSS & BLACKWELL: - it has three (3%) percent market share. BLACK & BARRIES: - it has one (1%) percent market share. NOT USING: - it has eighty five (85%) percent market share. 40
  39. 39. PACK SIZE (USED)ANALYSIS OF SNACK DRESSINGAVAILABLE PACK SIZE NO. OF ACCOUNTS USING200 ML 41 KG 61.2 KG 12NOT USING 128TOTAL 150 200 ML 3% 1 KG 4% 1.2 KG 8% 200 ML 1 KG 1.2 KG NOT USING NOT USING 85% PACK SIZE (USED) ANALYSIS FINDINGS:- After analyzing the data there are different pack size (200ml, 1&1.2kg) available in the market. Most of companies prefer 1.2kg (bottle) pack size. 41
  40. 40. MARKET SIZE ANALYSIS OF SNACK DRESSINGTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 22NO. OF ACCOUNTS NOT USING 128TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS USING 15% PRODUCT: SNACK DRESSING NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS NOT USING MARKET SIZE ANALYSIS 85%FINDINGS:-  According to research findings only fifteen (15%) percent institutions are using snack dressing and eighty five (85%) percent institutions are not using snack dressing.  But according to data findings I can’t say that market is not potential but most of institutions use tomato ketchup and other alternatives at the requirement of snack dressing. 42
  41. 41. BRAND USING ANALYSIS OF TOMATO KETCHUPBRAND NAME NO. OF ACCOUNTS USENESTLE 16KISSAN 30PINKS 21MAGGI 33TOPS 10HALLS 3HEINZE 4RACY 15GOLDEN CROWN 8CROSS WELL 7KAYTIS 3TOTAL 150 CROSS WELL KAYTIS 5% 2% GOLDEN CROWN 5% NESTLE NESTLE 10% KISSAN HEINZE RACY PINKS 3% 10% MAGGI KISSAN 20% TOPS HALLS HALLS 2% HEINZE RACY TOPS 7% GOLDEN CROWN PINKS CROSS WELL 14% MAGGI KAYTIS 22% EXISTING BRANDS AND MARKET SHARE 43
  42. 42. FINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there are six (6)brands available in market named as- NESTLE: - It has ten (10%) percent market share. KISSAN: - It has twenty (20%) percent market share. PINKS: - It has fourteen (14%) percent market share. MAGGI: - It is the market leader with twenty two (22%) percent market share. TOP’S:- It has seven (7%) percent market share. HALLS: - It has two (2%) percent market share. HEINZE: - It has three (3%) percent market share. RACY: - It has ten (10%) percent market share. GOLDEN CROWN: - It has five (5%) percent market share. CROSS WELL: - It has five (5%) percent market share. KAYTIS: - It has two (2%) percent market share. 44
  43. 43. PACK SIZE(USED)ANALYSIS OF TOMATO KETCHUPAVAILABLE PACK SIZE NO. OF ACCOUNTS USING1 KG 1201.2 KG(KISSAN) 30TOTAL 150 PACK SIZE (USED)ANALYSIS 1.2 KG(KISSAN) 20% 1 KG 1.2 KG(KISSAN) 1 KG 80% FINDINGS:- After analyzing the data there is different pack size (1&1.2kg) available in the market. Most of companies prefer 1kg (bottle) pack size. kissan has introduced 1.2kg pack size as institutional pack size but most preferred pack size is 1 kg. 45
  44. 44. MARKET SIZE ANALYSIS OF TOMATO KETCHUPTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 150NO. OF ACCOUNTS NOT USING 0TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS NOT USING 0% PRODUCT : TOMATO KETCHUP NO. OF ACCOUNTS USING 100% NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING MARKET SIZE ANALYSISFINDINGS:-After analysis the data I found that there is not a single institution which is not usingtomato ketchup. The market is (100%) potential. 46
  45. 45. BRAND USING ANALYSIS OF PINEAPPLE SLICESBRAND NAME NO. OF ACCOUNTS USEKAYTIS 52GOLDEN CROWN 25FRUTINS 27NOGA 7MIDLAND 3NATURAL 1MORTAN 6TOPS 11DABUR 1KISSAN 1NOT USING 16TOTAL 150 EXISTING BRANDS AND MARKET SHARE KISSAN 1% DABUR 1% NOT USING KAYTIS 10% GOLDEN CROWN TOPS MORTAN KAYTIS FRUTINS 7% 4% 34% NOGA NATURAL MIDLAND 1%MIDLAND NATURAL 2% NOGA MORTAN 5% TOPS DABUR FRUTINS KISSAN GOLDEN CROWN 18% 17% NOT USING 47
  46. 46. FINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there are six (6)brands available in market named as-  KAYTIS: - It has thirty four (34%) percent market share.  GOLDEN CROWN: - It has seventeen (17%) percent market share.  FRUTINS: - It has eighteen (18%) percent market share.  NOGA: - It has five (5%) percent market share.  MID LAND: - It has two (2%) percent market share.  NATURAL: - It has one (1%) percent market share.  MORTAN: - It has four (4%) percent market share.  TOP’S:- It has seven (7%) percent market share.  DABUR: - It has one (1%) percent market share.  KISSAN: - It has one (1%) percent market share.  NOT USING: - It has ten (10%) percent market share.NOTE:-Most of institutions are prefer to use pineapple slice (tin pack).Theydon’t prefer to use fresh pineapple. 48
  47. 47. PACK SIZE(USED)ANALYSIS OF PINEAPPLE SLICESAVAILABLE PACK SIZE NO. OF ACCOUNTS USINGALL EXISTING BRAND HAVING SAME PACK SIZE = 850 GrmMARKET SIZE ANALYSIS OF PINEAPPLE SLICESTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 134NO. OF ACCOUNTS NOT USING 16TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS NOT USING 11% PRODUCT : PINEAPPLE SLICE NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING MARKET SIZE ANALYSIS 89% FINDINGS:-  According to market size analysis there are eighty nine (89%) institutions are using pineapple slice and only eleven (11%) institutions are not using pineapple slice. That’s why I can say that the market is potential for pineapple slice.  Most of institutions are prefer to use pineapple slice (tin pack). 49
  48. 48. BRAND USING ANALYSIS OF FRUIT COCKTAILBRAND NAME NO. OF ACCOUNTS USEKAYTIS 46GOLDEN CROWN 25NOGA 4FRUTINS 28TOPS 10MIDLAND 4MORTAN 6DABUR 1NATURAL 1NOT USING 25TOTAL 150 EXISTING BRANDS AND MARKET SIZENATURAL 1% NOT USING KAYTIS DABUR 17% 1% KAYTIS GOLDEN CROWN 31% MORTAN NOGA 4% FRUTINS MIDLAND 2% TOPS MIDLAND TOPS 7% MORTAN DABUR GOLDEN CROWN NATURAL 17% FRUTINS NOT USING 19% NOGA 2% 50
  49. 49. FINDINGS:-After analyze the data there are some findings in terms of different brands available inmarket and their market share. After analysis the data I found that there are six (6)brands available in market named as-  KAYTIS: - It has thirty one (31%) percent market share.  GOLDEN CROWN: - It has seventeen (17%) percent market share.  NOGA: - It has two (2%) percent market share.  FRUTINS: - It has ninteen (19%) percent market share.  TOP’S:- It has seven (7%) percent market share.  MIDLAND: - It has two (2%) percent market share.  MORTAN: - It has four (4%) percent market share.  NATURE’S BEST (DABUR):- It has one (1%) percent market share.  NATURAL: - It has one (1%) percent market share.  NOT USING: - It has seventeen (17%) percent market share. 51
  50. 50. PACK SIZE (USED )ANALYSIS OF FRUIT COCKTAILAVAILABLE PACK SIZE NO. OF ACCOUNTS USING840 Grm 100850 Grm 25NOT USING 25TOTAL 150 PACK SIZE (USED) ANALYSIS NOT USING 17% 840 Grm 850 Grm 850 Grm 16% NOT USING 840 Grm 67% FINDINGS:- According to pack size (used) analysis there are two pack sizes (840 & 850 grm) available in the market. The pack size of 840 grm is preferred more by companies rather than 850 grm. 52
  51. 51. MARKET SIZE ANALYSIS OF FRUIT COCKTAILTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 125NO. OF ACCOUNTS NOT USING 25TOTAL SAMPLE SIZE 150 MARKET SIZE ANALYSIS NO. OF PRODUCT: FRUIT COCKTAIL ACCOUNTS NOT USING 17% NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING 83%FINDINGS:-At the behalf of findings I can say that the eighty three (83%) percent institutions arepotential to buy fruit cocktail and only seventeen (17%) percent institutions are notpotential to buy fruit cocktail, that’s why the market is potential for buying fruitcocktail. 53
  52. 52. BRAND USING ANALYSIS OF MANGO PULPBRAND NAME NO. OF ACCOUNTS USEKAYTIS 28NOT USING (USING FRESH MANGOES OR NOT) 122TOTAL 150 EXISTING BRANDS AND MARKET SHARE KAYTIS 19% KAYTIS NOT USING (USING FRESH NOT USING (USING MANGOES OR NOT) FRESH MANGOES OR NOT) 81% FINDINGS:-  According to research findings there is only one brand catered by kaytis foods Ltd. Nineteen (19%) percent institutions are there which is using mango pulp and other remaining eighty one (81%) percent institutions are not using mango pulp.  Most of institutions prefer to use fresh mangoes and there is no more requirement of mango pulp. PACK SIZE ANALYSIS OF MANGO PULP AVAILABLE PACK SIZE NO. OF ACCOUNTS USING ONLY ONE BRAND EXISTS IN THE MARKET HAVING PACK SIZE OF 840Grm 54
  53. 53. MARKET SIZE ANALYSIS OF MANGO PULPTYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 28NO. OF ACCOUNTS NOT USING 122TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS USING MARKET SIZE ANALYSIS 19% PRODUCT: MANGO PULP NO. OF ACCOUNTS USING NO. OF ACCOUNTS NO. OF ACCOUNTS NOT USING NOT USING 81%FINDINGS:-  According to research findings there is only nineteen (19%) percent institutions are using mango pulp and remaining eighty one (81%) percent institutions are not using mango pulp. That’s why according to my opinion the market is not potential for mango pulp.  According to users opinion the requirement of mango pulp is no more and if some time there is required then they prefer to use fresh mangoes. 55
  54. 54. BRAND USING ANALYSIS OF KEORABRAND NAME NO. OF ACCOUNTS USEDABUR 133NOT USING 17TOTAL 150 NOT USING 11% DABUR NOT USING DABUR 89% EXISTING BRANDS AND MARKET SHAREFINDINGS:-  If we talk about the keora water, there is eighty nine (89%) percent institutions are using keora water and remaining eleven (11%) percent institutions are not using.  0nly Dabur is there to cater keora water.  People are brand loyal of rose & keora water cater by Dabur.PACK SIZE (USED)ANALYSIS OF KEORAAVAILABLE PACK SIZE NO. OF ACCOUNTS USINGTHERE IS ONLY ONE BRAND (DABUR KEORA ) AVAILABLE INMARKET HAVING PACK SIZE -250 ML. 56
  55. 55. MARKET SIZE ANALYSIS OF KEORATYPES OF ACCOUNTS NO. OF ACCOUNTSNO. OF ACCOUNTS USING 133NO. OF ACCOUNTS NOT USING 17TOTAL SAMPLE SIZE 150 NO. OF ACCOUNTS MARKET SIZE ANALYSIS NOT USING 11% PRODUCT : KEORA NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING 89%FINDINGS:-  According to market size analysis eighty nine (89%) percent institutions are using keora water and remaining others are not using keora water.  Each and every institution are using keora water may be they are using in less quantity.  It is used for fragrance to preparing rice, Biryani etc. 57
  56. 56. CONCLUSION AND RECOMMENDATIONS  There is no complained in terms of quality, pack type and pack size.  People/institutions are not aware about Dabur (homemade) products.  According to my opinion our products is little bit expensive rather than our competitor.  If we want to go further and want to increase our market share, we have to do marketing and advertisement also.  According to my opinion we should recruit individual DISTRIBUTERS. Question rise-“but why “because our distributer is also having distributer ship of “golden crown, nestle, amul, red bull etc.” There is no problem from them which is catering to different segment AND different product line but if we talk about the golden crown, it is catering same product line and same segment. When our distributer gives price list in any institution then he gives both- (Dabur & golden crown) and final call converts for golden crown in maximum cases because the products of golden crown is little bit chipper rather than Dabur products. And there is no problem in terms of quality, pack type and pack size etc.  If it is not possible than marketing for Dabur product should be separately.EFFECTIVE SALES PROCESS (model):-To make sales effective the following process should be follow:-  NEED RECOGNIZATION:-first we required to recognizing the need of consumers, what actually they want to buy.  FORMULATE SOLUTION:-Than find out the alternate solutions and choose the best one.  CLOSE THE SALES:-  DELIVER AND EVALUATE:-Deliver and evaluate that, it is sufficient to satisfy the need and wants of consumers.  ESTABLISH RELATIONSHIP:-Make relationship and maintain to that. 58
  57. 57. ABOUT INSTITUTIONAL SALESIntuitional Sales is similar as corporate sales, here we sell products/Services/Solutionsto other organizations. its also called B2B Sells.For an eg. we sell one AC to a customer for his personel uses its B2C Selling, where asin instituional sales we sell in bulk quantities for eg. Selling 300-1000 AC to one newopening hotel.Institutional Sales does not involve the channel of dealers/distributors, its the directsales for company to companyDabur Foods Ltd, the foods and beverage arm of FMCG major Dabur india Ltd, in anffort to increase its focus on the food services market has launched various newproducts catering specifically to institutional channels."We have recently launched four new products — pineapple slices, fruit cocktail,tomato puree & corn flour. these products have been launched under Daburs NatureBest brand that exclusively caters to the food services sector. 59
  58. 58. The company is looking at developing its product portfolio by foraying into productssuch as tomato-based dressings for snacks, other sauces and dips. The companyalready caters to Jet Airways, Kingfisher Airlines, the India Hotels Company and theOberoi group of hotels and resorts, amongst others."The market for institutional sales of beverages is about Rs 110 crore, where wealready have about 50 per cent market share through the sales of our juice brand Real.Dabur Foods, a 100% subsidiary of Dabur India Ltd, is now focusing on institutionalsales in a big way. Though retail sales still rules the roost (75% of the sales comesfrom this segment), the institutional pie is clocking faster growth rates. The latter isgrowing at 45% per annum whereas the former is growing at 35%. Says Amit Burman,ED, Dabur India Ltd, "The institutional segment will be a growth driver for us in thenear future." Keeping this in mind, the company recently partnered with Cafe CoffeeDay and launched Real Fruit fusion, a range of smoothies with the Real fruit juicebeing a core ingredient. The food major has invested Rs 15 lakh in this project.INSTITUTIONAL SALES CHANNELS OF DABUR INDIA LTD.INDIA LTD. INSTITUTION RETAILERS MORDEN TRADE AL SALES RESTAURANT BIG MALLS HOTELS RESORTS AIR LINES CORPORATE OFFICES 60
  59. 59. BIBLIOGRAPHYhttp://www.Dabur.comhttp://www.google.co.in/http://www.just-food.comhttp://www.thehindubusinessline.comhttp://www.imcri.orghttp://www.scribd.com 61

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