This document is a summer training project report submitted by Mr. Rupesh Chandra to Mahamaya Technical University in partial fulfillment of an MBA degree. The report focuses on the distribution channel relationship and sales promotion tools of Dabur Foods. It includes an acknowledgement, preface, table of contents, executive summary and introduction about Dabur India Limited, which is one of the leading consumer goods companies in India with interests in healthcare, personal care and foods. The objective of the study and Dabur's vision, mission and groups are also outlined.

1. SUMMER TRAINING PROJECT REPORT
ON
“DISTRIBUTION CHANNEL RELATIONSHIP - A STUDY OF SALES PROMOTION
TOOLS IN DABUR FOODS"
A report submitted to Mahamaya Technical University for the partial
Fulfillment of MBA Degree
(GREATER NOIDA INSTITUTE OF TECHNOLOGY , GR. NOIDA)
2013-2014
Under the Guidance of:
Submitted By:
Mrs. Minakshi Azad
Mr. Rupesh Chandra
MBA - IIIrd Sem
Roll No. 1227270061
Greater Noida Institute of Technology
MBA Institute- Code: 272
7, Knowledge Park-II, Greater Noida (U.P)
2013-14
1

2. GNIT MBA INSTITUTE
7, Knowledge Park-II, Greater Noida
Date: __________
CERTIFICATE
This is to certify that the Summer Training
Project Report entitled “---TOPIC---” being
submitted by Mr. Rupesh Chandra student of GNIT MBA Institute Third Semester for partial
fulfillment of the requirement MBA is a record of an independent work done by him under my
guidance and supervision.
Director
Concerned Faculty Guide
2

3. Declaration
I Rupesh Chandra to declare that the project report entitled “TOPIC” being
submitted to the MAHAMAYA TECHNICAL UNIVERSITY for the partial
fulfillment of the requirement for the degree of Master of Business
Administration is my own endeavors and it has not been submitted earlier to
any Institution/University for any degree.
Place:
Date:
3

4. ACKNOWLEDGEMENT
A task undertaken without offering prayers to almighty and talking blessings from the elders is
not a good beginning. Likewise the work completed without acknowledging the assistance to
those who were always by my sides to make my efforts fruitful in the task left incomplete.
In the beginning, I would like to express my sincere thanks to my Institute teachers for giving me
an opportunity to take the practical experience of working life.
I convey my sincere thanks to , Faculty Guide Mrs. Minakshi Azad , G.N.I.O.T. Gr. Noida, for
providing me the proper guidance for providing me the opportunity to carry out my summer
training project effectively and efficiently. I would also like to pay thanks to all my classmates
and friends and my family members for co-operating with me and helping me to complete the
project.
Rupesh Chandra
1227270061
4

5. PREFACE
This project had been undertaken for “DISTRIBUTION CHANNEL RELATIONSHIP - A
STUDY
OF
SALES
PROMOTION
TOOLS
IN
DABUR
FOODS".
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.2233.72 crore with powerful brands like Dabur Amla,
DaburChyawanprash,Vatika, Hajmola & Real.
In order to gather the most appropriate and accurate data survey was conducted in various
location and markets in Delhi. The data was assimilated with the help of a questionnaire aimed
and designed to extract the most correct and conclusive information.
The consumers were requested to fill the questionnaire and were also asked various other
relevant questions revealing detailed information apart from that in the questionnaire.
The survey was conducted successfully and its findings have been studied, analyzed and have led
to a conclusion, included in the report, which could prove to be fruitful for the project.
5

6. TABLE OF CONTENTS
1. Executive Summary
2. Introduction
2.1 Corporate Objectives
2.2 Corporate Philosophy
2.3 Over The Years
3. Objective of the Study
3.1 Scope of the study
4. Board of Directors
5. Dabur Research Foundation
5.1
5.2
5.3
5.4
The People
Scientific Network and Affiliations
Milestones
Research Areas
5.4.1 Ayurvedic Research
5.4.2 Phytopharmaceuticals
5.4.3 Agronomy
5.4.4 Analytical Research
5.4.5 Food Research
6. Timeline
7.
Products
7.1 Division and Products
7.2 Healthcare Products
7.2.1 Ayurvedic Healthcare Products
7.2.2 Digestives
7.3 Childcare Products
7.4 Familycare Products
7.5 Oralcare Products
7.6 Ayurvedic Specialities
7.7 Pharmaceuticals
7.8 Foods
6

7. 8. Research Methodology
8.1 Sample Design
8.2 Research Approach
8.3 Research Instruments
8.4 Contact Method
8.5 Data Interpretation
8.6 Limitations
9. Schedule
10. Analysis and Interpretation
11. Conclusion.
12. Bibliography
7

8. Executive Summary
8

9. EXECUTIVE SUMMARY
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.
1Leading consumer goods company in India with a turnover of Rs.2233.72 Crore (FY07)
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.
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
9

10. CCD, dealing with FMCG Products relating to Personal Care and Health Care
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 total share
CHD (Consumer Health Division), dealing with classical Ayurvedic medicines
Has more than 250 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
10

11. INTRODUCTION
Dabur India Limited is one of the leading consumer goods companies of India with interests in
healthcare, personal care and foods. For more than a century Dabur has worked in active
collaboration with nature to provide the best of herbal health and personal care products to its
consumers. Today, Dabur is all set to take this abundant knowledge of Ayurveda to global
frontiers.
11

12. 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.2233.72 crore with powerful brands like Dabur Amla,
Dabur ChyawanprashVatika, Hajmola & Real.
CORPORATE PHILOSOPHY:
Knowledge is the key to growth in today's world. Whatever the industry, it is the knowledge,
which provides cutting edge to individual and organizations. For more than a century nature has
been a rich source of knowledge for Dabur. Nature has not only given us the ingredients for all
our products but has also taught us how to create a harmony within and without the organization.
Nature has inspired us in all our acts. Ayurveda - the science of life is based on principles of
nature. All Ayurvedic preparations have their ingredients derived from Nature. Dabur has
converted the healing properties of natural ingredients and the age-old knowledge of Ayurveda
into contemporary healthcare products to alleviate health problems of its consumers.
Dabur is committed to expand the reach of this age-old knowledge of Ayurveda and Nature
through web. Through web, they aim to overcome the physical boundaries to take Ayurvedic
way of life to global frontiers.
12

13. 13

14. OBJECTIVE

Focus on growing our core brands across categories, reaching out to new geographies,
within and outside India, and improve operational efficiencies by leveraging technology
14

15. 
Be the preferred company to meet the health and personal grooming needs of our target
consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge
of ayurveda and herbs with modern science

Provide our consumers with innovative products within easy reach

Build a platform to enable Dabur to become a global ayurvedic leader

Be a professionally managed employer of choice, attracting, developing and retaining
quality personnel

Be responsible citizens with a commitment to environmental protection

Provide superior returns, relative to our peer group, to our shareholders
15

16. VISION
"Dedicated to the Health and Well Being of Every Household."
Dabur is a company with a set of established business values, which direct its
functioning as well as all its operations. In this, Dabur is guided by the words of its
founder Dr. S K Burman "What is that life worth that cannot give comfort to others."
The company offers its consumers, products to suit their needs and give them good
value for money. The company is committed to follow the ethical practices in doing
business. At Dabur, Nature acts as not only the source of raw material but also an
inspiration and the company is committed to protect the ecological balance
MISSION
16

17. "To be the leader in the Natural Foods & Beverages Industry."



Strive to deliver this by:
Consistently delighting the
consumer through quality
products
Being the company of choice
for our business partners
Delivering higher returns to stakeholders.
17

18. DABUR GROUPS
With a basket including personal care, health care and food products, Dabur India Limited has
set up subsidiary Group Companies across the world that can manage its businesses more
efficiently. Given the vast range of products, sourcing, production and marketing have been
divested to five leading group companies that conduct their operations independently:
18

19. Company historyAT A GLANCE
OVER THE YEARS:
The story of Dabur goes back to 1884, to a young doctor armed with a degree in medicine and a
burning desire to serve mankind. This young man, Dr. S. K. Burman, laid the foundations of
what is today known as Dabur India Limited. From those humble beginnings, the company has
grown into India's leading manufacturer of consumer healthcare, personal care and food
products. This phenomenal progress has seen many milestones, some of which are mentioned
below:
1884 Dr. S K Burman lays the foundation of what is today known as Dabur India Limited. Starting
from a small shop in Calcutta, he began a direct mailing system to send his medicines to even the
smallest of villages in Bengal. The brand name Dabur is derived from the words 'Da' for Daktar
or doctor and 'bur' from Burman.
1896 -As the demand for Dabur products grows, Dr. Burman feels the need for mass production
of some of his medicines. He sets up a small manufacturing plant at Garhia near Calcutta.
19

20. 1900s The next generation of Burmans take a conscious decision to enter the Ayurvedic medicines
market, as they believe that it is only through Ayurveda that the healthcare needs of poor Indians
can be met.
1919 The search for processes to suit mass production of Ayurvedic medicines without compromising
on basic Ayurvedic principles leads to the setting up of the first Research & Development
laboratory at Dabur. This initiates a painstaking study of Ayurvedic medicines as mentioned in
age-old scriptures, their manufacturing processes and how to utilize modern equipment to
manufacture these medicines without reducing the efficacy of these drugs.
1920s A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and Daburgram.
Dabur expands its distribution network to Bihar and the north-east.
1936 Dabur India (Dr. S K Burman) Pvt. Ltd. is incorporated.
1940 Dabur diversifies into personal care products with the launch of its Dabur Amla Hair Oil. This
perfumed heavy hair oil catches the imagination of the common man and film stars alike and
becomes the largest hair oil brand in India.
1949 Dabur Chyawanprash is launched in a tin pack and becomes the first branded Chyawanprash of
India.
20

21. 1956 Dabur buys its first computer. Accounts and stock keeping are one of first operations to be
computerized.
1970 Dabur expands its personal care portfolio by adding oral care products. Dabur Lal Dant Manjan
is launched and captures the Indian rural market.
1972 Dabur shifts base to Delhi from Calcutta. Starts production from a hired manufacturing facility
at Faridabad.
1978 Dabur launches the Hajmola tablet. This is the first time that a classical Ayurvedic medicine is
branded - from Shudhabardhak bati to Hajmola tablet.
1979 The Dabur Research Foundation (DRF), an independent company, is set up to spearhead Dabur's
multi-faceted research.
1979Commercial production starts at Sahibabad. This is one of the largest and most modern
production facilities for Ayurvedic medicines in India at this time.
21

22. 1984 The Dabur brand turns 100 but is young enough to experiment with new offerings in the market.
1986 Dabur becomes a public limited company through reverse merger with Vidogum Limited, and is
re-christened Dabur India Limited.
1989 Hajmola Candy is launched and captures the imagination of children and establishes a large
market share.
1992 Dabur enters into a joint venture with Agrolimen of Spain for manufacturing and marketing
confectionery items such as bubble gums in India.
1993 Dabur sets up the oncology formulation plant at Baddi, Himachal Pradesh.
1994 Dabur India Limited comes out with its first public issue. The Rs.10 share is issued at a premium
of Rs.85 per share. The issue is oversubscribed 21 times.
1994 Dabur reorganizes its business with sales and marketing operations being divided into 3 separate
divisions.
22

23. 1994 Dabur enters the oncology (anti-cancer) market with the launch of Intaxel (Paclitaxel). Dabur
becomes only the second company in the world to launch this product. The Dabur Research
Foundation develops the unique eco-friendly process of extracting the drug from the leaves of
the Asian Yew tree.
1995 Dabur enters into a joint venture with Osem of Israel for food and Bongrain of France for cheese
and other dairy products.
1996 Dabur launches Real Fruit Juice which heralds the company's entry into the processed foods
market.
1997 The Foods division is created, comprising of Real Fruit Juice and Hommade cooking pastes to
form the core of this division's product portfolio.
Project STARS (Strive To Achieve Record Successes) is initiated by the company to achieve
accelerated growth in the coming years. The scope of this project is strategic, structural and
operational changes to enable efficiencies and improve growth rates.
1998 The Burman family hands over the reins of the company to professionals. Mr. Ninu Khanna joins
Dabur as the Chief Executive Officer.
1999-2000 - Dabur achieves the Rs.1000 crore turnover mark.
23

24. MILESTONES TO SUCCESS
Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn and
grow to a commanding status in the industry. The Company has gone a long way in
popularising and making easily available a whole range of products based on the traditional
science of Ayurveda. And it has set very high standards in developing products and processes
that meet stringent quality norms. As it grows even further, Dabur will continue to mark up on
major milestones along the way, setting the road for others to follow.
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
Dabur identifies nature-based Ayurvedic medicines as its area of specialization. It is the first
Company to provide health care through scientifically tested and automated production of
formulations based on our traditional science.
1930 - Automation and upgradation of Ayurvedic products manufacturing initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda
Dabur introduces Indian consumers to personal care through Ayurveda, with the launch of
Dabur Amla Hair Oil. So popular is the product that it becomes the largest selling hair oil
brand in India.
1949 - Launched Dabur Chyawanprash in tin pack
Widening the popularity and usage of traditional Ayurvedic products continues. The ancient
restorative Chyawanprash is launched in packaged form, and becomes the first branded
Chyawanprash in India.
1957 - Computerization of operations initiated
1970 - Entered Oral Care & Digestives segment
Addressing rural markets where homemade oral care is more popular than multinational
brands, Dabur introduces Lal Dant Manjan. With this a conveniently packaged herbal
toothpowder is made available at affordable costs to the masses.
24

25. 1972 - Shifts base to Delhi from Calcutta
1978 - Launches Hajmola tablet
Dabur continues to make innovative products based on traditional formulations that can
provide holistic care in our daily life. An Ayurvedic medicine used as a digestive aid is
branded and launched as the popular Hajmola tablet.
1979 - Dabur Research Foundation set up
1979 - Commercial production starts at Sahibabad, the most modern herbal medicines plant
at that time
1984 - Dabur completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a children's fun product with the
launch of Hajmola Candy. In an innovative move, a curative product is converted to a
confectionary item for wider usage.
1994 - Comes out with first public issue
1994 - Enters oncology segment
1994 - Leadership in health care
Dabur establishes its leadership in health care as one of only two companies worldwide to
launch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research Foundation develops an ecofriendly process to extract the drug from its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real blitzkrieg
Dabur captures the imagination of young Indian consumers with the launch of Real Fruit
Juices - a new concept in the Indian foods market. The first local brand of 100% pure natural
fruit juices made to international standards, Real becomes the fastest growing and largest
selling brand in the country.
1998 - Burman family hands over management of the company to professionals
2000 - The 1,000 crore mark
Dabur establishes its market leadership status by staging a turnover of Rs.1,000 crores. Across
a span of over a 100 years, Dabur has grown from a small beginning based on traditional
25

26. health care. To a commanding position amongst an august league of large corporate
businesses.
2001 - Super specialty drugs
With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company gains entry
into the highly specialized area of cancer therapy. The state-of-the-art plant and laboratory in
the UK have approval from the MCA of UK. They follow FDA guidelines for production of
drugs specifically for European and American markets.
2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4
crore
2003 - Dabur demerges Pharmaceuticals business
Dabur India approved the demerger of its pharmaceuticals business from the FMCG business
into a separate company as part of plans to provider greater focus to both the businesses. With
this, Dabur India now largely comprises of the FMCG business that include personal care
products, healthcare products and Ayurvedic Specialities, while the Pharmaceuticals business
would include Allopathic, Oncology formulations and Bulk Drugs. Dabur Oncology Plc, a
subsidiary of Dabur India, would also be part of the Pharmaceutical business.
Maintaining global standards
As a reflection of its constant efforts at achieving superior quality standards, Dabur became
the first Ayurvedic products company to get ISO 9002 certification.
Science for nature
Reinforcing its commitment to nature and its conservation, Dabur Nepal, a subsidiary of
Dabur India, has set up fully automated greenhouses in Nepal. This scientific landmark helps
to produce saplings of rare medicinal plants that are under threat of extinction due to
ecological degradation.
2005 - Dabur aquires Balsara
As part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene and Home
products businesses, a leading provider of Oral Care and Household Care products in the
Indian market, in a Rs 143-crore all-cash deal.
2005 - Dabur announces bonus after 12 years
26

27. Dabur India announced issue of 1:1 Bonus share to the shareholders of the company, i.e. one
share for every one share held. The Board also proposed an increase in the authorized share
capital of the company from existing Rs 50 crore to Rs 125 crore.


2006 - Dabur crosses $2 bin market cap, adopts US GAAP.
Dabur India crosses the $2-billion mark in market capitalisation. The company also
adopted US GAAP in line with its commitment to follow global best practices and
adopt highest standards of transparency and governance.

2007-Dabur India announced its foray into the organized retail business through a
wholly owned subsidiary,H&B Stores Ltd. Dabur will invest Rs 140 crores by 2010 to
establish its presence im the retail market in India with a chain of stores on the Health
& Beauty format.

2008-Dabur India acquires Fem Care Pharma, a leading player in the Women’s skin
care market. Besides an entry into the high-growth skin care market with an
established brand name FEM, this transaction also offers Dabur a strong platform to
enter new product categories and markets.

2009-Dabur Red Tootpaste becomes the Dabur’s ninth Billion Rupee brand. Dabur
Red Toothpaste crosses the billion rupee turnover mark within five years of its launch.

2010-Dabur makes its first overseas acquisition,buying Hobi Kozmetic Group, a
leading personal care products company in Turkey, for $69 million. This is followed
in quick succession by the acquisition of 100% equity in Namaste Laboratories LLC
of the US for $100 million.

2011-Dabur India Ltd acquired Ajanta Pharma’s over-the-counter energizer brand ’30plus’.

2012-Dabur India Ltd surpassed the Billion-Dollor Turnover mark during the 2011-12
fiscal to the end the year with Net Sales or Rs 5,283.17 Crores.
27

28. TECHNOLOGY USED IN DABUR
In Dabur India Limited knowledge and technology are key resources which have helped the
Company achieve higher levels of excellence and efficiency. Towards this overall goal of
technology-driven performance, Dabur is utilizing Information Technology in a big way. This
will help in integrating a vast distribution system spread all over India and across the world. It
will also cut down costs and increase profitability.
Our major IT Initiatives

Migration from Baan and Mfg ERP Systems to centralized SAP ERP system from 1st
April 2006 for all business units.

Implementation of a country wide new WAN Infrastructure for running centralized ERP
system.

Setting up of new Data Centre at KCO Head Office.

Extension of Reach System to distributors for capturing Secondary Sales Data.

Roll out of IT services to new plants and CFAs.
Future Challenges

Forward Integration of SAP with Distributors and Stockiest.

Backward Integration of SAP with Suppliers.
28

29. 
Implementation of new POS system at Stockiest point and integration with SAP-ERP.
ENVIRONMENTAL PROSPECTS
"What is that life worth which cannot bring comfort to others", these words of Dr. S K Burman
have inspired generations of Dabur. Keeping these golden words in mind, Sundesh or the
Sustainable Development Society was set up to carry out welfare activities aimed at improving
the quality of life of the rural people in its area of operation. This society is given complete
financial and managerial support by Dabur India Limited.
Sundesh is engaged in providing health services, non-formal education and training in income
generating activities. The society has a dedicated team consisting of a doctor, a community
organiser, a lady social worker, instructors for income generating activities, traditional birth
attendants and village level workers. Sundesh organises regular OPDs and health camps in the
villages.
In addition to the mobile OPDs, other health services rendered include training of traditional
birth attendants, immunisation programmes for children, maintenance of family health records,
ante-natal check ups, pulse polio programmes and health awareness meetings for women on
topics such as family planning, ante-natal care, post-natal care, the importance of vaccinations,
baby care and AIDS prevention.
Jvs & subsidiaries:
29

30. Dabur India has entered into joint ventures with well established international firms as well as
created subsidiary units that further highlight its business philosophy of providing the best
products to its customers.
JOINT VENTURES
Dabon International Limited - Dabur has also collaborated with Bongrain of France for the
manufacture and marketing of specialty cheese and other dairy products. This joint venture
company has already made its presence felt in the Indian cheese market through the launch of
processed cheese under the brand name Lebon, and a specialty cheese under the brand name
Delicieux.
SUBSIDIARIES
Dabur has six subsidiary units, which come under the umbrella of the Dabur India organization.
These are:
Dabur Foods Limited Dabur Foods Limited, a 100% subsidiary of Dabur India Limited, is spearheading Dabur's foray
into food processing industry. The company, set up in April 1999, is marketing a range of fruit
juices under the brand name Real, Homemade Cooking Paste and Sauces and Lemoneez lemon
juice. Dabur was the first company in India to introduce fruit juices in packaged form without
any artificial additive. Real is today the market leader in this category with more than 50%
market share. Homemade cooking paste is the only national brand in this category. Lemoneez is
the only product in its category available in unique drop and trickle pack and uniquely shaped
tabletop pack.
30

31. Dabur Nepal Private Limited Dabur Nepal was the first manufacturing base overseas for Dabur group. The company is today
the leading exporter of Nepal and the third largest and most modern manufacturing base for
Dabur. Dabur Nepal is today involved in promoting cultivation of herbs and apiculture activities
in Nepal. The company has set up state of the art greenhouse at Banepa for developing saplings
for 20 medicinal plants. Dabur Nepal has also set up an Apiculture centre for promoting beekeeping activity in Nepal and developing queen bees and bee colonies for exports.
Dabur Egypt Limited Dabur Egypt is groups gateway to Africa. This manufacturing base set up a couple of years back
to cater to the demands of Middle East and African market is producing Hair Care, Skin Care
Products and Foods.
Dabur Oncology Plc. Set up recently in UK, this subsidiary of Dabur India Limited will be manufacturing anti-cancer
formulations for European market. The company is in the process of setting up manufacturing
base near London and is expected to start operation from year 2001.
31

32. DABUR OVERSEAS LIMITED
TOWARDS GREEN TOMMOROW
One of the thrust areas of foundation is conservation and cultivations of medicinal plants. DRF
has developed cultivation packages for a number of herbs especially of endangered ones. A
15,000 sq. ft. greenhouse built in Nepal is now functional and provides millions of saplings of
various medicinal herbs.
Dabur Research Foundation has to its credit development of a unique technique of isolation of
paclitaxel from leaves instead of bark of Himalayan Yew. This not only saved the tree but also
improved the growth as pruning of leaves gave a positive impact on growth of the plant.
DRF conducts training for harvesting and post harvesting processing of herbs to ensure the
sustainable usage of this natural resource. The Foundation promotes cultivation and organizes
planting materials for selected herbs to farmers. It imparts training to farmers for cultivation of
these medicinal plants, their drying and proper packaging in roadworthy condition. The
foundation also organizes complete buy back arrangement for these select herbs. This effort has
not only ensured development of a sustainable source of rare herbs but also has provided an
alternative source of income to the farmers.
Dabur Research Foundation has improved the extraction procedures of herbs in a fashion so that
to increase the productivity of extracts/isolates and hence reduce pressure on natural habitats.
DRF has developed tissue culture protocols for a number of herbs specially those of alpine
habitat and those diminishing in the nature.
32

33. PROTECTION FOR NATURE AND PROTECTION FROM NATURE
For well over a century, Dabur has worked hand in hand with nature. Drawing its strength and
inspiration from nature's vast resources, Dabur has used herbs and minerals found in natural form
as the ingredient for its products. As a company, Dabur understands its responsibility to
contribute towards maintaining the ecological balance, and realizes the need to replenish what it
takes from nature. The direct result of this realization has been 'Project Plant for Life', under
which the company has set up tissue culture laboratories, a state-of-the-art greenhouse and
contract cultivation with complete buy back facilities. This project not only ensures sustainable
source of medicinal plants, but also improves the standard of living of the participating villagers.
Since time immemorial, Dabur has received lots from nature, and it takes pride in
33

34. DABUR RESEARCH FOUNDATION
Dabur Research Foundation (DRF), incorporated in 1979, is a premier research organization
recognized by Department of Scientific and Industrial Research, Government of India. Situated
at Sahibabad, DRF is today a known name for its path breaking research in the field of healthcare
and personal care.
The Foundation is at the forefront of oncology research, and is in the process of developing
many new molecules to fight this dreaded disease. In fact, DRF was the first organization in the
world to develop a process for extraction of paclitaxel, a drug for cancer, without harming the
source tree. The process is now followed worldwide.
34

35. THE PEOPLE:
Herbal health care is an area where Dabur Research Foundation has made immense contribution
by doing research and development work using modern pharmaceutical protocols. The
foundation has been doing clinical trials on traditional herbal drugs to validate the claims made
in.
For a research organization like Dabur Research Foundation, people are its biggest asset. At
DRF, more than 125 scientists are engaged full time in interdisciplinary R&D of health and
personal care products. The foundation has on its board independent advisors and consultants for
guiding the team in their specific areas. The team of scientists is culled from various disciplines
and includes Ayurvedic doctors, Chemists and phytochemists, botanists, agronomists, clinical
pharmacologists, microbiologists, food technologists, bio-technologists, oil technologists,
oncologists etc.
Scientists at many research institutions, universities and hospitals supplement the effort of this
team of scientists with whom Dabur has networked for research in the areas of new molecules
and drug delivery system.
Dabur Research Foundation is possibly the only of its kind in the country carrying out research
in diverse fields. Today, the scientists at DRF are pursuing research in more than 10 disciplines.
35

36. SCIENTIFIC NETWORK & AFFILIATIONS:
Dabur Research Foundation has over the years built associations with various agencies,
organizations, Hospitals, Universities Colleges, Public Laboratories etc. engaged in the Research
& Development activities. This network has helped the foundation in research in the areas of
clinical research, reverse pharmacology of Ayurvedics/Herbals and novel molecules & new
drugs delivery system.
DRF is also affiliated with various professional bodies, organizations, Institutions in the country
and abroad. Some of the organizations with which DRF has affiliations are-
DSIR, Government of India
Expert Committee on Herbal Medicines
Bureau of Indian Standards
Expert Committee of United States Pharmacopoeia
DRF conducts training for harvesting and post harvesting processing of herbs to ensure the
sustainable usage of this natural resource. The Foundation promotes cultivation and organizes
planting materials for selected herbs to farmers. It imparts training to farmers for cultivation of
these medicinal plants, their drying and proper packaging in roadworthy condition. The
foundation also organizes complete buy back arrangement for these select herbs. This effort has
not only ensured development of a sustainable source of rare herbs but also has provided an
alternative source of income to the farmers.
36

37. Dabur Research Foundation has improved the extraction procedures of herbs in a fashion so that
to increase the productivity of extracts/isolates and hence reduce pressure on natural habitats.
DRF has developed tissue culture protocols for a number of herbs specially those of alpine
habitat and those diminishing in the nature.
Drug technical Advisory Board, MOH&FW, Government of India
DRF gave new dimension to Chyawanprash after investigating the goodness of Chyawanprash in
building general immunity. The foundation conducted more than 12 clinical trials on
Chyawanprash to validate its immunomodulation properties. This research helped Dabur
Chyawanprash to reposition it as herbal immunomodulator that builds you up from deep within.
Dabur Research Foundation developed a value-added coconut based hair oil that experimentally
proved to be better than coconut oil alone. Today, that product, christened Vatika Hair Oil, has
created a niche for itself with others trying to emulate it. Vatika shampoo normal and antidandruff are well set to follow in the footsteps of Vatika Hair Oil.
DRF is the first organization in the world to isolate the anticancer drug, Paclitaxel, from the
leaves of Himalayan Yew Tree using a unique eco-friendly process without causing any harm to
the tree. The Foundation is only the second organization in world to evolve the technology for
isolation of Paclitaxel.
37

38. The research done by DRF facilitated availability of far cheaper anticancer medicine for the
patients in India and many other countries of the world.
DRF has developed Standardization Protocols for number of Ayurvedic herbs in order to ensure
the quality of raw herbs as well as finished products manufactured out of it. This facilitated
testing of each lot of raw materials with sophisticated analytical tools before they are used for
manufacturing.
DRF has till date conducted more than 200 studies to validate the claims recommended by
Ayurvedic Granthas. This includes 49 Pharmacological Studies, 135 Clinical Trials and 10
Toxicological Studies. At DRF, blending the modern findings with traditional concepts is a
routine.
38

39. FOOD RESEARCH

Fruit juices development

Nutritional products development

Consumer friendly ethnic foods and spices

Clinical Research:
TOXICOLOGY STUDIES

Animal studies for new and existing products/molecules

Clinical trials of pharmaceuticals, anticancer drugs, new molecules

Reverse Pharmacology

Clinical trials of Ayurvedics / Herbals

Post Marketing Surveillance
39

40. TIMELINE
1979 - Incorporated as independent research organization
1986 - Starts experimental and clinical studies on Ayurvedics/herbals
1988 - Develops Hajmola Candy - a candy variant of Hajmola tablets having the taste and
digestive properties of tablets in sugar base
1990 - Modern analytical lab equipped with HPLC, HPTLC, GLC etc. set up
1991 - Sets up oncology screening lab
1993 - Re-launches Chyawanprash as an immunity builder after clinically proving it
1994 - Develops eco-friendly method for extraction of paclitaxel from the leaves of Asian Yew
Tree
1995 - Develops Vatika Hair Oil that creates a new product category
40

41. PRODUCTS
A vast array of products touching the lives of almost every individual, from an infant to a grand
old man, from poor to rich; that's how the Dabur's range of health personal care and food
products could be best explained. Today Dabur trust has travelled beyond the boundaries of India
and are available in more than 50 countries worldwide. These value for money products have
made Dabur a household name.
DIVISIONS AND PRODUCTS
A vast array of products touching the lives of almost every individual, from an infant to a grand
old man, from poor to rich; that's how the Dabur's range of health personal care and food
products could be best explained. Today Dabur trust has travelled beyond the boundaries of India
and are available in more than 50 countries worldwide. These values for money products have
made Dabur a household name.
41

42. HEALTHCARE PRODUCTS
Healthcare is one of the biggest and oldest divisions of Dabur with a wide range of OTC
healthcare products. It comprises of:
Dabur Health Care Product Range
Dabur ChyawanprashDabur ChyawanshaktiGlucose D-
Hajmola Hajmola Candy Pudin Hara (Liquid and Pearls)
Pudin Hara G Dabur Hingoli -
Dabur Lal tailDabur Janma Ghunti-
Shilajit Gold Nature Care Sat Isabgol -
Dabur's Health Care range brings for you a wide selection of herbal products, to provide
complete care for varying individual needs. We derive our products from the time-tested heritage
of Ayurveda, backed by the most modern scientific test and trials. That ensure unfailing quality
and safety in anything.
42

43. DABUR INTERNATIONAL PRODUCT RANGE
43

44. CHARACTERIZATION
Dabur Ranked Among
Dabur Moves Up 20 Places In
Dabur India Chief
India’s Most Trusted
“India’s 100 Most Valuable
Executive Officer Mr Sunil
Brands Of 2007 By
Brands” List Prepared By 4Ps.
Duggal Ranked Amongst
Economic Times-Brand
Dabur Listed As 45th Most
The 50 Best Non-Owner
Equity
Valuable Brand, Ahead Of Global Corporate Leaders In India
& Domestic Biggies Like Sony,
Inc, by 4Ps
Ford, Yahoo!, TCS, Sunsilk,
Lakme & Ponds
Dabur Amongst Top Three
Most Respected FMCG
Companies
Dabur Real Bags Gold In
Reader's Digest Trusted
Brand Awards
44
Dabur Figures In Top Great
Place To Work 2006 List

45. Dabur Amongst India's
Dabur India CEO
Dabur Placed Fourth In FMCG Category
Most Valuable
Amongst 100 Most
In Annual ET - 500 Listing
Companies
Influential People Of
2007
Annual Listing Of
India Inc's Most
Powerful CEOs
Dabur Figures
Amongst Top 3
Newsmakers In
FMCG Sector
.
45

46. BRAND MANAGEMENT STRATEGIES
The case let provides an overview of brand management strategy adopted by Dabur for its
personal care brand Dabur Vatika. The case let follows the meticulous brand building initiatives
taken by the company, from the launch of Dabur Vatika in 1995 to it becoming a Rs 1 bn brand
by 2003. The case let also examines the objectives and elements that were involved in Vatika’s
brand building exercise.
Marketing strategies
» Brand management strategies
» Product differentiation
» Packaging as a marketing communication tool
» Importance of choosing the right celebrity and its influence on the brand equity
» Brand extensions and communication strategy
Until the early 1990s, Dabur, the 100-year old ayurvedic products manufacturer, was looked
upon as a rather staid company that marketed herbal and ayurvedic products.
Dabur Vatika in 1995 brought about a sea change in that perception. Within six years of its
launch, Vatika had become the market leader in the value-added hair oils segment. Its success
pushed Dabur into the league of top FMCG product companies in India. Dabur Vatika’s success
can be attributed to the company’s differentiated product offering and meticulous brand building
initiatives. The company concentrated on differentiating the brand in all aspects, right from
positioning to packaging. At the time of its launch, Dabur positioned Vatika as value-added hair
oil that contained pure coconut oil enriched with natural ingredients such as henna, amla
(gooseberry), and lemon. Till then, the hair oil market had been dominated by plain coconut oil
brands
with
Marico’s
flagship
brand,
Parachute,
46
being
the
market
leader.

47. 1.
Dabur Vatika, one of the youngest brands in the country (launched in 1995), has become a
leading brand in the natural personal care product segment. What were the factors that
enabled Vatika to become a flagship brand of Dabur in such a short span of time?
2.
Marketing communications play an important role in building brands. Discuss the role
played by marketing communications in making Dabur Vatika a successful brand.
Chyawanprash
The leader in the chyawanprash market in India, Dabur Chyawanprash is one of the most well
known Ayurvedic product in India and abroad. An effective herbal immunomodulator, Dabur
Chyawanprash has the essential goodness of amla and over 50 other herbs. Dabur has conducted
several clinical trials on this product which confirm its efficacy as a unique product that
strengthens the body from within.
Digestives
Hajmola Tablets
Hajmola Tablets are the first classical Ayurvedic product to be branded and
positioned as fun-filled product with medicinal properties. It finds mention in Ayurvedic
scriptures as Kshudhavardhak Bati, and was branded as Hajmola, a name derived from Hajma
which means digestion in Urdu. It is available in regular and tamarind flavour.
47

48. HajmolaCandy
To cash in on the brand equity enjoyed by Hajmola, Dabur launched Hajmola Candy in
1989. Since then, the company has added Mango and tamarind flavors besides the regular one.
PudinHara
One of the oldest products in Dabur portfolio, Pudin Hara is available in liquid as
well as capsule form. It has a special combination of mint oils and cures gastric problems
without any side effects.
Hingoli
Asafetida or Hing is mentioned in Ayurveda as an effective aid in digestion, and is
used a lot in Indian cooking. Dabur's Hingoli has all the goodness of asafetida and other herbs.
48

49. Childcare Products
DaburLalTail
The largest baby massage oil in India, it has the goodness of herbs which helps in
strengthening the bones of infants.
DaburJanmaGhutti
This Ayurvedic preparation helps in strengthening the digestive system of new born.
49

50. FAMILYCARE PRODUCTS
The largest division in terms of sales, the Family Products Division of Dabur has in its portfolio
hair care and skin care products, oral care and select foods like honey.
Hair & Skin Care
Dabur is the leader in hair care products in India, and has covered almost all the categories of
hair oils.
Dabur Amla Hair Oil -
As a brand has made its mark beyond India and is a leading hair oil brand in
middle East and Africa. A perfumed heavy hair oil, it is Dabur's largest brand.
Dabur Special Hair Oil It is a light hair oil that combines the natural hair care properties of lemon and hibiscus.
50

51. Dabur Vatika -
The fastest growing hair oil brand of India, Vatika has single handedly created
an altogether new category of herbal enriched natural oils. The Vatika range also includes a
herbal shampoo which has made its mark in the very first year of its launch in the competitive
shampoo market of India.
Gulabari –
Rose water derived from best of Indian roses makes the skin supple and
glowing.
51

52. ORAL CARE
Dabur Lal Dant Manjan –
It is the second largest tooth powder brand of India and the largest in coloured tooth
power category. This herbal tooth powder is very popular in rural parts of India.
Binaca Toothbrushes –
After having acquired this dormant brand a few years back, Dabur launched
toothbrushes under this umbrella. There are plans to launch other oral care products under the
Binaca brand.
AYURVEDIC SPECIALITIES
Ayurvedic Specialities is a range of over 350 Ayurvedic Medicines Both classical Ayurvedic drugs and proprietary Ayurvedic medicines - developed by Dabur's
own research and development. Dabur has products for all the 16 categories as defined in the
Ayurveda. Some of the leading products in this category are:
52

53. Asav Arishtas These are medicated decoctions with a self generated alcohol content. Dabur has a range of over
30 Asav Arishtas. Some of the well known ones include Dashmularishta, Drakshasava,
Lohasava, Parthadyarishta and Ashokarishta.
Chumash These are finely ground medicinal powders used to treat a variety of ailments ranging from
digestive problems to cough and fever.
Ras Rasayanas Preparations containing mineral drugs as main ingredients are called Ras Rasayanas. Dabur has a
range of more than 50 Ras Rasayans which are used by Ayurvedic practitioners in the cure of
host of ailments.
Medicated Oils The oils boiled along with certain prescribed drugs are known as medicated oils. These oils
retain the curative properties of herbs and is used for inunction and massage.
53

54. PHARMACEUTICALS
Branded Pharmaceuticals It includes a range of natural ethical products like New Livfit, Honitus, Ulgel etc. and a range of
contrast media and gynecological.
Oncology This wide and formidable range includes brands such as Intaxel, Docetaxel and Topotecan, all of
which were manufactured for the first time in India by Dabur. Little wonder then, that Dabur is
the undisputed market leader in this category in India and has plans to establish itself as a generic
oncology player in select global markets.
Bulk Drugs and Chemicals This range consists primarily of bulks in the oncology category.
FOODS
Launched over two years back, the Dabur Foods range include juices under the brand name Real
and cooking pastes under the brand name Hommade. To give a better focus to this division. This
division has been carved out as a subsidiary company of Dabur India Limited.
SUBSIDIARIES
54

55. Dabur Foods Limited - Dabur Foods Limited, a 100% subsidiary of Dabur India Limited, is
spearheading Dabur's foray into food processing industry. The company, set up in April 1999, is
marketing a range of fruit juices under the brand name Real, Hommade Cooking Paste and
Sauces and Lemoneez lemon juice.
55

56. RESEARCH METHODOLOGY
RESEARCH DESIGN
Ownership: This is our company. We accept personal responsibility, and accountability to meet
business needs
Passion for Winning: 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 Development: People are our most important asset. We add value through result driven
training, and we encourage & reward excellence
Consumer Focus: We have superior understanding of consumer needs and develop products to
fulfill them better
Team Work: We work together on the principle of mutual trust & transparency in a boundaryless organisation. We are intellectually honest in advocating proposals, including recognizing
risks
Innovation: Continuous innovation in products & processes is the basis of our success
Integrity: We are committed to the achievement of business success with integrity. We are
honest with consumers, with business partners and with each other
It has surveyed 100 outlets covering NCR (Gr. Noida / NOIDA).
Ayurvedic Research:

Standardization of herbs and finished products

Validation of the processes
56

57. 
Formulation development taking lead from Ayurveda

Pharmaceutical Research:

Development of new formulations of existing and new molecules

Parenteral Formulations development

Compatibility and shelf life studies

Validation of processes
57

58. PHYTOPHARMACEUTICALS:

Isolation of existing and new therapeutic ingredients from natural sources

Extraction technologies

Processes development and transfer of technology

Biotechnology:

Tissue culture of medicinal plants especially endangered ones

Cell and callus culture
AGRONOMY:

Agro-technology development for medicinal plants

Micro-propagation of medicinal plants

Cultivation of medicinal and fruit plants

Generation of quality planting material through greenhouse technology

Personal Care Products:

Development of skin and hair care products

Oral care product development

Ayurvedic medicated oil development

Herbal extracts in cosmetics
58

59. ANALYTICAL:

Protocols and methods development for natural and synthetic products

Bio-equivalence studies of Pharmaceutical Dosage forms

Reaction monitoring of synthetic chemistry processes

Marker compound testing as a tool for standardisation of Botanicals

Synthetic Chemistry:

Synthesis of known and new molecules and intermediates (APIs)

Process development

Lab scale synthesis of new molecules

Scale up and purification methods

Formulation and stability studies

Novel drugs delivery systems
RESEARCH APPROACH
Survey approach was chosen for this research work. Survey research is the best suited for
gathering descriptive information company that wants to know about individuals knowledge,
attitudes, prefrences or buying behavior can often find out by asking individuals directly. The
major advantage of survey research is its flexibility. It can be used to obtain many different kinds
of information in many different situations
59

60. RESEARCH INSTRUMENTS
Schedules which is the most commonly used instrument, was opted for this research.
One copy of schedule framed is enclosed after this.
CONTACT METHOD
Personal individual interview method was opted for this research work, as it is the most flexible
method of all.
DATA ANALYSIS AND INTERPRETATION
The data thus collected was tabulated, analyzed and interpreted with view to make the study
more meaningful. They were tabulated in manner so that results could be viewed easily. Some
statistical techniques were used to examine the views of respondents. The use of tables, charts
and diagrams had been made to present the data in the analysis form.
60

61. ANALYSIS
The ANALYSIS faced during the research were: •
The sample size taken is 100, which is not sufficient to represent the entire universe. The size
could not be increased due to time constrained.
•
The areas covered were restricted to East and South Delhi only and as such the results of the
surrey are valid for the above said areas.
•
All information, which has been collected form, the respondents have been considered
authentic and final.
•
Besides all this the report has been on individual attempt and also involves the human
process of interpretation and analysis, so there are chances of human error.
•
Despite repeated proof reading there is a possibility of spelling error of otherwise which may
have been overlooked
61

62. ANALYSIS & INTERPRETATION
Most of the retailers stock 4 to 6 pieces of each brand of shampoos.
SHAMPOOS AVAILABILITY (piece/retailer)
NAME
CATEGORY
1 TO 3
4 TO 6
MORE THAN 6
VATIKA
100
130
70
HEAD & SHOULDERS
70
130
100
PANTENE
65
145
90
SUNSILK
70
140
90
160
140
120
100
1 TO 3
4 TO 6
80
MORE THAN 6
60
3-D Column 5
40
20
0
VATIKA
H&S
PANTENE
SUNSILK
62

63. SHAMPOOS VISIBILITY(piece/retailer)
NAME
CATEGORY
1 TO 3
4 TO 6
MORE THAN 6
VATIKA
100
130
70
HEAD & SHOULDERS
70
130
100
PANTENE
65
145
90
SUNSILK
70
140
90
160
140
120
100
1 TO 3
80
4 TO 6
MORE THAN 6
60
3-D Column 4
40
20
0
VATIKA
H&S
PANTENE
SUNSILK
63

64. TOOTH BRUSHES AVAILIBILITY (piece/retailer)
NAME
CATEGORY
1 TO 12
20
30
BINACA
15
NILL
NILL
NILL
COLGATE
50
180
100
NILL
PEPSODENT
50
MORE THAN 30
180
70
NILL
ORAL B
30
120
50
100
AQUAFRESH
30
120
50
100
Mostly retailers prefer to stock 20 to 30 pieces of each of the brands. Very few retailers are there
who stock the Bianca toothbrushes as compared to the other toothbrushes.
180
160
1 TO 12
140
20
120
100
30
M. T.30
80
60
40
20
0
BINACA
COLGATE
PEPSODENT
ORAL B
64
AQUAFRESH

65. TOOTH BRUSHES VISIBILITY
NAME
(piece/retailer)
CATEGORY
1 TO 12
20
30
BINACA
15
NILL
NILL
NILL
COLGATE
50
180
100
NILL
PEPSODENT
50
180
70
MORE THAN 30
NILL
ORAL B
30
120
50
100
AQUAFRESH
30
120
50
100
180
100
Ea s t
50
160
0
1st
1 TO 12
North
4 th
Qtr
We s t
Qtr
140
20
120
30
100
M. T.30
80
60
40
20
0
BINACA
COLGATE
PEPSODENT
ORAL B
65
AQUAFRESH

66. COCONUT OILS AVAILIBILITY (piece/retailer)
NAME
CATEGORY
1 TO 3
4 TO 6
MORE THAN 6
VATIKA
90
140
60
PARACHUTE
60
80
160
Most of the retailers prefer to stock less pieces of Vatika hair oil in comparison to the Parachute
hair oil.
160
140
120
100
1 TO 3
80
4 TO 6
MORE- 6
60
40
20
0
VATIKA
PARACHUTE
66

67. COCONUT OILS VISIBILITY (piece/retailer)
NAME
CATEGORY
1 TO 3
4 TO 6
MORE THAN 6
VATIKA
90
140
60
PARACHUTE
60
80
160
160
140
120
100
1 TO 3
80
4 TO 6
MORE- 6
60
40
20
0
VATIKA
PARACHUTE
Although there are very less number of retailers stocking the tooth powders but in those who do
they prefer to stock the Colgate tooth powder in comparison to Binaca tooth powder.
67

68. TOOTH POWDER AVAILBILITY (piece/retailer)
NAME
CATEGORY
1 TO 3
4 TO 6
BINACA
4
NILL
COLGATE
10
NILL
10
9
8
7
6
1 TO 3
5
4
3
2
1
0
BINAKA
COLGATE
68
4 TO6

69. RECOMMENDATIONS
•
Dabur should adopt an extensive push marketing strategy for all it's products and extensive
advertising for products namely Vatika Hair oil, Amla Light and Binaca toothpowder and
Binaca Toothbrush.
•
Dabur should ask their distributors for providing higher margins to the Retailers so they can
be asked to push Dabur products.
69

70. CONCLUSION
We surveyed around 100 retailers covering the east and the NCR (Gr.Noida & Noida). Among
the 100 retail stores we covered we found that around 97% of the retail stores stock Dabur
products, which means that Dabur has a good reputation in the eyes of the consumers.
While noting the name of the stockiest we found that mostly there exists only one stockiest for a
particular area.
In case of Availability and Visibility of Vatika shampoo as compared to Head & Shoulders,
Pantene and Sunsilk Vatika have an average position in the market and same is with the Amla
light hair oil in comparison to Keokarpin and Hair & Care.
In the category of coconut oils we found that normally retailers stock Parachute in large
quantities as compared to Vatika Hair Oil.
In the case of tooth powders there were very less retailers stocking them as they are in very less
demand amongst the people in the respective areas which we covered, In toothbrushes category,
Binaca is not as commonly stocked as compared to Aquafresh, Oral B, Colgate and Pepsodent.
In the food section Roohafza is in more demand amongst the consumers as compared to sharbate
azam.
Regarding the service provide by the Dabur to its retailers we found that the Dabur personnel
mostly visits most of the retailer on weekly basis.
70

71. QUESTIONNAIRE
This questionnaire is meant to collect information from the retailers about the quantity stored by
the retailers of Dabur products as compared to other competitors
(Tick the appropriate answer/answers):
1. Out of these how many brands of shampoos do you store?
a) Vatika
b) Head & Shoulders
c) Pantene
d) Sunsilk
2. How many pieces of each brand of shampoos do you store?
a) 1 to 3
b) 4 to 6
c) more than 6
3. Out of these how many brands of toothbrushes do you store?
a) Binaca
b) Colgate
c) Pepsodent
d) OralB
e) Aquafresh
4. How many pieces of each brand of toothbrushes do you store?
a) 1 to 12
b) 12 to 20
c) 20 to 30
d) more than 30
5. Out of these how many brands of coconut oil do you store?
a) Vatika
b) Parachute
6. How many pieces of each brand of coconut oil do you store?
a) 1 to 3
b) 4 to 6
c) more than 6
7. Out of these how many brands of toothpowder do you store?
a) Binaca
b) Colgate
71

72. 8. How many pieces of each brand of toothpowder do you store?
a) 1 to 3
b) 4 to 6
9. Out of these how many brands of light hair oil do you store?
a) Amla light
b) Keo-karpin
10. How many pieces of each brand of light hair oil do you store?
a) 1 to 3
b) 4 to 6
c) more than 6
72

73. FAQ
QUESTIONNAIRE
Q. Who leads the company?
Q. When did Dabur go for its first public issue?
Q. What is the role of the Burman family in the Company’s management and operations?
Q. What is the mailing address and phone numbers of Dabur’s headquarters?
Q. What are the main product categories of Dabur?
Q. How many group companies does Dabur have?
Q. How does Dabur position itself?
Q. What is Dabur’s status in the consumer goods market?
Q. In how many countries does Dabur have its distribution network and offices?
Q. Where can I get a copy of the Company Annual Report?
Q. What are Dabur’s environmental concerns?
Q. How does Dabur implement its social commitments?
Q. What are the major areas of research undertaken by Dabur?
Q. Who do I contact at Dabur for a business proposal?
Q. In what manner and which areas of operation does Dabur support non-profit
organization’s?
73

74. BIBLIOGRAPHY
1. Books
: Kotler Philip, Marketing Management.
C.B. Kothari, Research Methodology.
2. Internet
:
www.dabur.com
www.google.com
www.hll.org.
www.daburproducts.co.in
3. Newspapers
:
The Times of India
The Hindustan Times
Business World
Economics Times
4. Schedules
: Personal interaction with Individuals
74