PROJECT REPORT

ON
A STUDY ON THE MARKETING STARTEGY OF
DABUR INDIA LIMITED

Submitted in Partial Fulfillment for the Award of the

Degree of Bachelor in Business Administration

Under the Guidance of:

Submitted By:

Ms. Anu Bansal

Associate Professor

Enrolment No:12114701712

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area,
Plot No. 1,Sector 22,Rohini Delhi 110086

STUDENTS DECLARATION

I, hereby declare that this project on Marketing Strategy of Dabur India Ltd. has been written
and prepared by me during the academic year 2013-14.
I also declare that this project is the result of my own effort but with little bit of help from
various media resources and has not been submitted to any other institution for the award of any
Degree or Diploma.

Enrolment No. 12114701712

CERTIFICATE
This is to certify that the project titled STUDY OF MARKETING STRATEGIES OF
DABUR INDIA LTD. is an academic work done by submitted in the
partial fulfillment of the requirement for the award of the degree of Bachelor Of Business
Administration from Maharaja Agrasen Institute of Management Studies, Delhi, under my
guidance & direction. To the best of my knowledge and belief the data & information presented
by her in the project has not been submitted earlier.

Ms. Anu Bansal

Associate Professor ,MAIMS

ACKNOWLEDGEMENT

First of all, I would like to express my thanks to Dr. C. S. Sharma (Director, MAIMS) for
giving me such a wonderful opportunity to widen the horizons of my knowledge.
In no small measures, I would also like to gratefully thank to all those who gave me constructive
suggestions for the improvement of all the aspect related to this project.
In particular, I would like to thank Ms. ANU BANSAL, my research guide for her valuable
suggestions and guidance.
I also owe a deep sense of gratitude to other faculty members for their continuous
encouragement.
Despite all efforts, I have no doubt that error and obscurities remain that seen to afflict all
research project and for which I am culpable.

12114701712

Executive summary
I have decided to present PDCS minor Project on MARKETING STRATEGY STUDY OF
DABUR INDIA LTD.
I have choosen this project for many reasons. As it has a very wide scope to study. Dabur is the top
company in the FMCG sector. It has a wide range of products leading in home & personal care products
and foods and beverages. Daburs brands are spread across 20 distint consumer categories, touching lives
of every 2 out of 3 Indians. It has employee strength over 15000 and 1200 managers. It has created
widespread network through its 2000 suppliers and associates. They work to create a better future
everyday. They are doing this both for their innovations and for their existing mixes.
The company has partnered with customers on several important initiatives and worked towards
developing and building categories of the future. Since last 2 years , Dabur is being recognized as the
SUPPLIER of the yearby key retailers.
In 2010-11, the company extended its relationship with Shakti and took the initiatives to the next level
through shaktimaan. They have retained their status as a Dream Employer for the second consecutive
year and improved their overall rank to be amongst the top company across top B schools.

LIST OF CONTENTS
CHAPTER 1 : INTRODUCTION
1.1

Overview of Industry as a whole

1.2

Top 10 FMCG companies

1.3

SWOT Analysis of the Industry

1.4

Distinguishing Features of Indian FMCG Industry

CHAPTER 2 : OBJECTIVE AND METHODOLOGY

2.1

Significance of the study

2.2

Objectives of the study

2.3

Research Methodology
2.3.1 Research Design
2.3.2 Method of data collection

CHAPTER-3 : Company Profile

3.1

History of Dabur

3.2

Vision & Mission of Dabur India

3.3

Objective of the organization

3.4

Directors of the Company

CHAPTER 4 : FINDINGS AND ANALYSIS

CHAPTER 5 : SUGGESTIONS
CHAPTER 6: LIMITATIONS
CHAPTER 7 : CONCLUSION
BIBLIOGRAPHY

Chapter 1
INTRODUCTION

1.1 FAST MOVING CONSUMER GOODS

Products which have a quick turnover, and relatively low cost are known as Fast Moving
Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples
of FMCG generally include a wide range of frequently purchased consumer products such as
toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as
other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG
may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks,
tissue paper, and chocolate bars.
Subsets of FMCGs are Fast Moving Consumer Electronics which include innovative electronic
products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops. These
are replaced more frequently than other electronic products.
White goods in FMCG refer to household electronic items such as Refrigerators, T.Vs, Music
Systems, etc.

1.1.1 The FMCG Industry

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well
established distribution network, intense competition between the organized and unorganized
segments and low operational cost. Availability of key raw materials, cheaper labor costs and
presence across the entire value chain gives India a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015.
Penetration level as well as per capita consumption in most product categories like jams,
toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential.
Burgeoning Indian population, particularly the middle class and the rural segments, presents an
opportunity to makers of branded products to convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in the matured product categories. With
200 million people expected to shift to processed and packaged food by 2010, India needs
around US$ 28 billion of investment in the food-processing industry.

Automatic investment approval (including foreign technology agreements within specified

norms), up to 100 per cent foreign equity or 100 per cent for NRI and Overseas Corporate Bodies
(OCBs) investment, is allowed for most of the food processing sector.
FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily
deals with the production, distribution and marketing of consumer packaged goods. These are
products that have a quick turnover, and relatively low cost. Consumers generally put less
thought into the purchase of FMCG than they do for other products. Though the absolute profit
made on FMCG products is relatively small, they generally sell in large numbers and so the
cumulative profit on such products can be large. Some of the prime activities of FMCG industry
are selling, marketing, financing, purchasing, etc. The industry also engaged in operations,
supply chain, production and general management.
FMCG industry provides a wide range of consumables and accordingly the amount of money
circulated against FMCG products is also very high. The competition among FMCG
manufacturers is also growing and as a result of this, investment in FMCG industry is also
increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector
with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by
2010.

FMCG Industry Economy FMCG industry provides a wide range of consumables and
accordingly the amount of money circulated against FMCG products is also very high. The
competition among FMCG manufacturers is also growing and as a result of this, investment in
FMCG industry is also increasing, specifically in India, where FMCG industry is regarded as the
fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is
estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New
Zealand which accounts for 5% of Gross Domestic Product (GDP).
Growth Prospects With the presence of 12.2% of the world population in the villages of India,
the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector
will boost rural incomes, hence providing better growth prospects to the FMCG companies.
Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to
benefit from growing demand in the market. Because of the low per capita consumption for

almost all the products in the country, FMCG companies have immense possibilities for growth.
And if the companies are able to change the mindset of the consumers, i.e. if they are able to take
the consumers to branded products and offer new generation products, they would be able to
generate higher growth in the near future.
It is expected that the rural income will rise in 2007, boosting purchasing power in the
countryside. However, the demand in urban areas would be the key growth driver over the long
term. Also, increase in the urban population, along with increase in income levels and the
availability of new categories, would help the urban areas maintain their position in terms of
consumption.
At present, urban India accounts for 66% of total FMCG consumption, with rural India
accounting for the remaining 34%. However, rural India accounts for more than 40%
consumption in major FMCG categories such as personal care, fabric care, and hot beverages. In
urban areas, home and personal care category, including skin care, household care and feminine
hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated
that processed foods, bakery, and dairy are long-term growth categories in both rural and urban
areas.
Common FMCG products Some common FMCG product categories include food and dairy
products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food
products, plastic goods, printing and stationery, household products, photography, drinks etc. and
some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts,
detergents, tobacco and cigarettes, watches, soaps etc.
Market potentiality of FMCG industry Some of the merits of FMCG industry, which made this
industry as a potential one, are low operational cost, strong distribution networks, presence of
renowned FMCG companies. Population growth is another factor which is responsible behind
the success of this industry.
Leading FMCG companies Some of the well known FMCG companies are Sara Lee, Nestl,
Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills,
Pepsi and Mars etc

CATEGORIES OF FMCG INDUSTRY

Product Characteristics
Products belonging to the FMCG segment generally have the following characteristics:

They are used at least once a month.

They are used directly by the end-consumer

They are non-durable

They are sold in packaged form

They are branded

Industry Segments
The main segments of the FMCG sector are:

Personal Care: oral care; hair care; skin care; personal wash (soaps); cosmetics and toiletries;
deodorants; perfumes; paper products (tissues, diapers, sanitary); shoe care.

Household Care: fabric wash (laundry soaps and synthetic detergents); household cleaners
(dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito
repellants, metal polish and furniture polish).

Branded and Packaged Food and Beverages: health beverages; soft drinks; staples/cereals;
bakery products (biscuits, bread, cakes); snack food; chocolates; ice cream; tea; coffee;
processed fruits, vegetables and meat; dairy products; bottled water; branded flour; branded
rice; branded sugar; juices etc.

Spirits and Tobacco: An exact product-wise sales break up for each of the items is difficult.

1.2 The top 10 companies in FMCG sector

The companies mentioned above, are the leaders in their respective sectors. The personal care
category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair and Lovely,
Vicks, and Ponds. There are 11 HUL brands in the 21, aggregating Rs. 3,799 crore or 54% of
the personal care category. Cigarettes account for 17% of the top 100 FMCG sales, and just
below the personal care category. ITC alone accounts for 60% volume market share and 70% by
value of all filter cigarettes in India.
The foods category in FMCG is gaining popularity with a swing of launches by HUL, ITC,
Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and
Amul slug it out in the powders segment. The food category has also seen innovations like
softies in ice creams, chapattis by HUL, ready to eat rice by HUL and pizzas by both GCMMF
and Godrej Pillsbury. This category seems to have faster development than the stagnating
personal care category. Amul, India's largest foods company has a good presence in the food
category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also ranks in the top
100 FMCG brands, dominates the biscuits category and has launched a series of products at
various prices.
In the household care category (like mosquito repellents), Godrej and Reckitt are two players.
Good knight from Godrej, is worth above Rs 217 crore, followed by Reckitt's Mortein at Rs 149

crore. In the shampoo category, HUL's Clinic and Sunsilk make it to the top 100, although
P&G's Head and Shoulders and Pantene are also trying hard to be positioned on top. Clinic is
nearly double the size of Sunsilk.
Dabur is among the top five FMCG companies in India and is an herbal specialist. With a
turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like Dabur
Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is enjoying a formidable
presence in the Indian sub-continent, Southeast Asia, Far East, Middle East, South Pacific,
Caribbean, Africa and Europe. Asian Paints is India's largest paint company, with a turnover of
Rs.22.6 billion (around USD 513 million). Forbes Global magazine, USA, ranked Asian Paints
among the 200 Best Small Companies in the World
Cadbury India is the market leader in the chocolate confectionery market with a 70% market
share and is ranked number two in the total food drinks market. Its popular brands include
Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380 Million) Marico
is a leading Indian group in consumer products and services in the Global Beauty and Wellness
space.

1.3 SWOT Analysis of FMCG Sector

Strengths:
1. Low operational costs
2. Presence of established distribution networks in both urban and rural areas.
3. Presence of well-known brands in FMCG sector
Weaknesses:
1. Lower scope of investing in technology and achieving economies of scale, especially in
small sectors.
2. Low exports levels
3. "Me-too" products, which illegally mimic the labels of the established brands. These
products narrow the scope of FMCG products in rural and semi-urban market.
Opportunities:
1. Untapped rural market
2. Rising income levels i.e. increase in purchasing power of consumers
3. Large domestic market- a population of over one billion.
4. Export potential
5. High consumer goods spending
Threats:
1. Removal of import restrictions resulting in replacing of domestic brands.
2. Slowdown in rural demand.
3. Tax and regulatory structure.

1.4 Indian Competitiveness and Comparison with the World Markets

The following factors make India a competitive player in FMCG sector:
Availability of raw materials
Because of the diverse agro-climatic conditions in India, there is a large raw material base
suitable for food processing industries. India is the largest producer of livestock, milk, sugarcane,
coconut, spices and cashew and is the second largest producer of rice, wheat and fruits
&vegetables. India also produces caustic soda and soda ash, which are required for the
production of soaps and detergents. The availability of these raw materials gives India the
location advantage.

Labour cost comparison

Low cost labor gives India a competitive advantage. India's labor cost is amongst the lowest in
the world, after China & Indonesia. Low labor costs give the advantage of low cost of
production. Many MNC's have established their plants in India to outsource for domestic and
export markets.

Presence across value chain

Indian companies have their presence across the value chain of FMCG sector, right from the
supply of raw materials to packaged goods in the food-processing sector. This brings India a
more cost competitive advantage. For example, Amul supplies milk as well as dairy products like
cheese, butter, etc.

1.5 Distinguishing features of Indian FMCG Business

FMCG companies sell their products directly to consumers. Major features that distinguish this
sector from the others include the following: -

1. Design and Manufacturing

Low Capital Intensity - Most product categories in FMCG require relatively minor investment
in plant and machinery and other fixed assets. Also, the business has low working capital
intensity as bulk of sales from manufacturing take place on a cash basis.
Technology - Basic technology for manufacturing is easily available. Also, technology for most
products has been fairly stable. Modifications and improvements rarely change the basic process.
Third-party Manufacturing - Manufacturing of products by third party vendors is quite
common. Benefits associated with third party manufacturing include (1) flexibility in production
and inventory planning; (2) flexibility in controlling labor costs; and (3) logistics - sometimes its
essential to get certain products manufactured near the market.

2. Marketing and Distribution

Marketing function is indispensible in case of FMCG companies. Major features of the
marketing function include the following:

High Initial Launch Cost New products require a large front-ended investment in
product development, market research, test marketing and launch. Creating awareness
and develop franchise for a new brand requires enormous initial expenditure on launch
advertisements, free samples and product promotions.

Limited Mass Media Options - The challenge associated with the launch and/or brandbuilding initiatives is that few number of mass media options. TV reaches 67% of urban

consumers and 35% of rural consumers. Alternatives like wall paintings, theatres, video
vehicles, special packaging and consumer promotions become an expensive but required
activity associated with a successful FMCG.

Huge Distribution Network - India is home to six million retail outlets, including 2
million in 5,160 towns and four million in 627,000 villages. Super markets virtually do
not exist in India. This makes logistics particularly for new players extremely difficult. It
also makes new product launches difficult since retailers are reluctant to allocate
resources and time to slow moving products. Critical factors for success are the ability to
build, develop, and maintain a robust distribution network.

3. Competition
Significant Presence of Unorganized Sector - Factors that enable small, unorganized players
with local presence to flourish include the following:

Basic technology for most products is fairly simple and easily available.

The small-scale sector in India enjoys exemption/ lower rates of excise duty, sales tax etc.
This makes them more price competitive vis--vis the organized sector.

A highly scattered market and poor transport infrastructure limits the ability of MNCs
and national players to reach out to remote rural areas and small towns.

Chapter-2

Objectives of the study

2.1 Significance of the study
For any business venture, human resource go hand in hand. Opportunities come and go but
business comes from the ones, which are handled properly in terms of leads. Leads for any new
opportunity are very important for it to turn out a profitable venture.
Promotion plays a very important role in both the departments. Promotion helps us to market a
product properly and also helps in increasing the sale of the product as compared to competitors.

2.2 Objectives of the study

To study the FMCG products and the top companies which deal with these products.
To study the whole company structure of Hindustan Unilever Limited.
To analyse the marketing strategies of HUL which helps the company grow rapidly.

2.3 Research Methodology

Research Methodology comprises of defining & redefining problems, collecting,
organizing &evaluating data, making deductions &researching to conclusions.
Research methodology is considered as the nerve of the project. Without a proper well-organized
research plan, it is impossible to complete the project and reach to any conclusion. The project
was based on the survey plan. The main objective of survey was to collect appropriate data,
which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods used in
the context of a research study and it explains why a particular method has been used in the
preference of the other methods. Every project work is based on certain methodology, which is a

way to systematically solve the problem or attain its objectives. It is a very important guideline
and lead to completion of any project work through observation, data collection and data
analysis.

Accordingly, the methodology used in the project is as follows: Research Design

Methods of data collection
Limitations of the study
2.3.1 Research Design
Research Design is a plan, conceptual structure, and strategy of investigation conceived as to
obtain answers to research questions and to control variance.
Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. It is an important tool to study buyers
behavior, consumption pattern, brand loyalty, and focus market changes. A research design
specifies the methods and procedures for conducting a particular study.

2.3.2 Method of Data Collection

Instrument for the data collection is secondary data. In today's world correct information is the
key to success. Secondary data is collected by others but utilized or used by the researcher.
Secondary data is data that has already been collected and collated by somebody for some reason
other than the current study. It can be used to get a new perspective on the current study, to
supplement or compare the work or to use parts of it, as another study may prove costly and time
consuming.

Advantages
1. It is economical. It saves efforts and expenses.
2. It is time saving.
3. It helps to make primary data collection more specific since with the help of secondary
data, we are able to make out what are the gaps and deficiencies and what additional
information needs to be collected.
4. It helps to improve the understanding of the problem.
5. It provides a basis for comparison for the data that is collected by the researcher.

Evaluation of secondary data

Evaluation means the following four requirements must be satisfied:1. Availability- It has to be seen that the kind of data you want is available or not. If it is
not available then you have to go for primary data.
2. Relevance- It should be meeting the requirements of the problem. For this we have two
criterion:a. Units of measurement should be the same.
b. Concepts used must be same and currency of data should not be outdated.
3. Accuracy- In order to find how accurate the data is, the following points must be
considered: a. Specification and methodology used
b. Margin of error should be examined
c. The dependability of the source must be seen.
4. Sufficiency- Adequate data should be available.

Precautions in the use of secondary data

The investigator should consider the following points before using the secondary data:
a) Are the data reliable?
b) Are the data suitable for the purpose of investigation?
c) Are the data adequate?
d) Are the data collected by proper method?
e) From which source were the data collected?
f) Who has collected the data?
Thus, the secondary data should not be used at its face value. It is risky to use such statistics
collected by others unless they have been properly scrutinized and found reliable, suitable
and adequate.
Thus in my opinion, this was the best method, that could have been used which provided
such an in-depth and detailed information.

CHAPTER-3
About the
Organization

3. COMPANY PROFILE

The story of Dabur began with a small, but visionary endeavor 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.

Dr. S.K Burman started Dabur in 1884 as a small pharmacy. Initially, he prepared Ayurvedic
medicines to treat diseases like malaria, plague and cholera that had no cure during that period. It
was his dedication, commitment and empathy that made Dabur a renowned name among the
masses. And today, after more than 120 years, Dabur is known for its trustworthiness more than
anything else.
During this passage of time, Dabur went through several structural and strategic changes to
maintain its market strength. The real mass production started in 1896. Early 1900s saw Dabur
emerge as the first company to provide health care through scientifically tested methods.
It achieved significant improvements after setting up Research and Development centers and
manufacturing automation. The launch of Daburs Amla hair oil and Chyawanprash was a boon
to the expanding business. To keep up with the times, Dabur computerized its operations in
1957. Its Dant Manjan and digestive tablets were widely accepted as well.

However with a large product portfolio in the market, Dabur had to maintain operational
efficiency. To make sure it adjusted to the business environment it became a public limited
company in 1986 followed by diversification in Spain in 1992. A major change came when
Dabur came up with its IPO in 1994. Because of its position, Daburs issue was 21 times
oversubscribed. Dabur further divided its business into three separate groups:

Health Care Products Division

Family Products Division

Dabur Ayurvedic Specialties Limited

Dabur India Limited is a consumer care and health care products company. Product portfolio
offered by the company includes personal care products, health care products, home care
products and foods. Dabur also offers ayurveda-based healthcare products. It markets its
products in India as well as in International markets as Middle East, South-East Asia, Africa, the
European Union and America. The company operates through four divisions namely Consumer
Care Division (CCD) that deals in FMCG products across a wide spectrum of market segments;
International Business Division (IBD) that focuses on developing Dabur's business abroad;
Consumer Healthcare Division (CHD) that deals in the classical and OTC range of products
which are grantha based and which follow strict Ayurvedic formulations; and Retail Division
which is currently in the development phase. The company is headquartered at Ghaziabad, Uttar
Pradesh, India.
In 1998, for the first time in the history of Dabur, a non-family member took charge. Dabur
handed over the operations to professionals. Successful implementation of procedures, timely
changes and maintaining its essence, Dabur achieved its highest-ever sales figure of Rs 1166.5
crores in 2000-01.
As FMCG sector was struggling with the slow growth in the Indian economy, Dabur decided to
take numerous strategic initiatives, reorganize operations and improvise on its brand architecture
beginning 2002. It decided to concentrate its marketing efforts on Dabur, Vatika, Anmol, Real
and Hajmola to strengthen their brand equity, create differentiation and emerge as a pure FMCG

player recognized as a herbal brand. This was chosen after a study with Accenture, which
revealed that Dabur was mainly perceived as a Herbal brand and connected more with the age
group above 35.
Also, larger retailers were making their foray into the FMCG market. Apart from HLL, P&G,
Marico and Himalayan, ITC was also posing a challenge. The supply chain of Dabur was
becoming complex because of the large array of products. Southern markets share in the sales
figure was negligible. These factors posed a threat to Dabur and hence small changes were not
enough.

Company Detail of Dabur

Date of Establishment

1975

Revenue

478.61 ( USD in Millions )

Market Cap

137295.4575975 ( Rs. in Millions )

Corporate Address

8/3 Asaf Ali Road, , New Delhi-110002, Delhi

Management Details

Chairperson - Anand Burman

Business Operation

Household & Personal Products

Company Secretary

Ashok Jain

Bankers

ABN Amro Bank, Citi Bank, HDFC Bank, HSBC Bank,

IDBI Bank, Punjab National Bank, Standard Chartered
Bank, State Bank of India, United Bank of India

3.1 COMPANY HISTORY OF DABUR INDIA

1884

Birth of Dabur.

1896

Setting up a Manufacturing plant.

Early 1900s

Ayurvedic Medicines.

1919

Establishment of research laboratories.

1920

Expand further.

1936

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

1972

Shift to Delhi.

1979

Sahibabad factory/ Dabur Research Foundation.

1986

Public Limited Company.

1992

Joint Venture with Agrolimen of Spain.

1993

Cancer Treatment.

1994

Public Issues.

1995

Joint Ventures.

1997

Food Division/Project STARS.

1998

Professional to Manage the Company.

2000

Turnover of Rs. 1000 crores.

3.2 VISION & MISSION OF DABUR INDIA

VISION OF DABUR

After the successful implementation of the 4-year business plan from 2002 to 2006, Dabur has
launched another plan for 2010. The main objectives are:

Doubling of the sales figure from 2006

The new plan will focus on expansion, acquisition and innovation. Although Daburs
international business has done well growing by almost 29 per cent to Rs.292 crores in
2006-07, plans are to increase it by leaps and bounds.

Growth will be achieved through international business, homecare, healthcare and foods.

Southern markets will remain as a focus area to increase its revenue share to 15 per cent.

With smoothly sailing through its previous plans, this vision seems possible. Time and
again, Dabur has made decisions that have led to its present position. However, if Dabur
could be more aggressive in its approach, it can rise to unprecedented levels.

MISSION OF DABUR
Dabur believes in the mission of being a leader in the Natural Foods & Beverages Industry.
Dabur aims in offering quality products and distributing higher returns to stakeholders. "Real"
and "Real Active" are the two fruit juice brands of Dabur, which are packaged in different
flavors like Mixed Fruit Cucumber Spinach Juice and Mixed Fruit Beetroot Carrot Juice.
Apart from food, Dabur Health Care offers wide range of ayurvedic and Health care products.
Dabur Consumer Health is the department that deals with the marketing of Ayurvedic medicines
worldwide. Dabur offers 350 Shastriya (Classical) ayurvedic treatments and solutions.
After a lot of market research Dabur Foods came up with a new brand named as Nature's Best,
which was the initial brand of Dabur Food Services Network. The 1kg Nature's Best Tomato
Ketchup was successfully launched after that.

3.3 OBJECTIVES OF DABUR INDIA

The Objectives of Dabur India Limited are as follows:-

Focus on growing 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 target consumer
with safe, efficacious, natural solution by synthesizing deep knowledge of ayurveda and herbs
with modern science.

Be a professionally managed employer of choice, attracting, developing, and retaining quality

personnel.

Be responsible citizen with a commitment to environmental protection.

Provide superior returns, relative to our peer group, to our shareholders.

3.4 BOARD OF DIRECTORS OF DABUR INDIA

Dabur has an illustrious Board of Directors who is committed to take the company to newer
levels of corporate governance.
The Board comprises of:

Chairman

Vice-Chairman
Dr. Anand Burman

Mr. Amit Burman

Whole Time Directors

Mr. P.D. Narang

Mr. Sunil Duggal

Product Line of Dabur

Foods:

Real

Real Activ

Mr. Pradip Burman

Hommade

Lemoneez

Capsico

Health Care:

Baby Care

Dabur Lal Tail

Dabur Baby Olive Oil

Dabur Janma Ghunti

Health Supplements

Dabur Chyawanprash

Dabur Glucose D

Digestives

Hajmola Yumstick

Hajmola Mast Masala

Anardana

Hajmola

Hajmola Candy Fun2

Hajmola Candy

Pudin Hara (Liquid and Pearls)

Pudin Hara G

Dabur Hingoli

Natural Cures

Shilajit Gold

Nature Care

Sat Isabgol

Shilajit

Ring Ring

Itch Care

Backaid

Shankha Pushpi

Dabur Balm

Sarbyna Strong

Personal Care:
Hair Care Oil

Amla Hair Oil

Amla Lite Hair Oil

Vatika Hair Oil

Anmol Sarson Amla

Hair Care Shampoo

Anmol Silky Black Shampoo

VatikaHennaConditioning Shampoo

Vatika AntiDandruff Shampoo

Anmol Natural Shine Shampoo

Oral Care:

Dabur Red Gel

Dabur Red Toothpaste

Babool Toothpaste

Dabur Lal Dant Manjan

DaburBinaca Toothbrush

Skin Care

Gulabari

Vatika Fairness Face Pack

Ayurvedic Specialities

Ayurveda

CHAPTER-4
Findings & Analysis

4.1 Marketing Strategies

I.

PRICE

Price is normally expressed in monetary terms. It is worth of a product or service in

monetary terms. Price is the value which a buyer passes on to the seller in lieu of the
product or service provided. Price is a crucial determinant of the fact whether the
exchange between the buyer and seller should materialize or not. While pricing the
products three main factors should be kept in mind -:
1. Cost
2. Competition
3. consumer demand
Pricing Strategies of Dabur

Dabur has stepped up the pace of new product launches and is investing ad spend and
marketing. The entire product portfolio is also tweaked to include premium offerings
such as more variants under almost every category, like Dabur Vatika Hair Oil is
available in 3 different versions.
Dabur is today seen as far more proactive in the market. Dabur is now an external
oriented company. Across the whole organization the company have one definition of
winning, and that means not just growing, but growing completely. Over the last two
years, Dabur has maintained its operating margins through judicious price hikes across
products and reduction in pack sizes.

The three main factors affecting the pricing strategies have been discussed below -:

I.COST
One of the most important factor to take care while pricing is the cost costs set the floor
for pricing decisions. There are two types of cost variable cost and fixed cost. It is
important that the price should recover all costs including a fair return for undertaking
the marketing effort and risk.

II.COMPETITION
Competition is another important consideration while pricing. When a firm does not face
any competition it can enjoy complete freedom in fixing its price. But when there are
competitors selling the same or similar products, the pricing freedom is considerably
reduced. Its price must fall in line with the competitors. Similarly Dabur India Limited
also has many competitors. But Daburs top selected competitors are:1.
2.
3.
4.
5.
6.

Hindustan Unilever Limited

Proctor and Gamble
Pepsi co.
Colgate Palmolive
Godrej Industries
Marico Ltd. etc.

III.CONSUMER DEMAND
Dabur learned that the majority of Indian population tends to go towards the Indianised
natural and herbal products thus they made it their USP. Dabur is efficiently leading the
market with this product range, providing the customers with special products easily.

II. PLACE:
Place in the context of marketing mix refers to a set of decisions that need to be
taken in order to make the products available to the customers for purchase and
consumption. Making the products available to the customers require development of
channels of distribution and physical distribution of products.
CHANNELS OF DISTRIBUTION
A channel of distribution refers to the path taken by the goods in their movement to the
customers. For instance, the toothpaste we use is manufactured in the factory of a
company Dabur. But before it reaches us it passes through the hands of many
middlemen who help it come to you in right time, at right place and in right quantity.
Daburs distribution network is recognized as one of its key strengths. Its focus is not
only to enable easy access to our brands, but also to touch consumers with a three-way
convergence - of product availability, brand communication, and higher levels of brand
experience.
A Diagram explaining the channels of Distribution is given below
The diagram shows channel of distribution of dabur foods, here first the products are
manufactured and from Manufacturing plants the packed goods are supplied to Clearing
And Forwarding Agents(C&FA) and from here the goods are then further supplied to
number of Stockiest or Distributors, from here goods reaches to large number of
Retailers and it is the duty of Stockiest to take orders from retailers and then supply the
goods to them, this work is generally done by stockiest salesman through ready stock or
by taking orders first and then placing the order. From here the goods finally reaches to
Customers. Customer purchases the product from retailers.

Manufacturing Plant

Clearing and forwarding agent (different regions)

Stockist A

Retailers

Stockist B

Retailers Retailers

Retailers

Stockist C

Retailers Retailers

C O N S U M E R S
Supply Chain Management
Supply chain management starts before physical distribution: it involves procuring the
right inputs (raw materials, components and capital equipment), converting them into
finished products and dispatching them to the final destinations. The supply chain
perspective can help identify superior suppliers and distributors and help them improve
productivity, which ultimately brings down the companys costs.
A broader view sees a company at the center of a value network that includes its
suppliers, its immediate customers and their end customers. The value network
includes valued relations with others such as university researchers, government
approval agencies and so on.
MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of interest or
the product on which they concentrate the most is Real Juice & Coolers.

Dabur has its manufacturing plant at Nepal and at Jaipur where juice is manufactured
and tested.
PROCUREMENT & TRANSPORT

Getting the raw material and packaging material requirement from the production unit in
charge

Constant updates on the procurement of materials and transport details

Production details and ingredient content information from the different personnel and
coordinating this activity
PACKAGING

Approval and coordination of the supply of packaging material to the production unit
CLEARING AND FORWARDING AGENTA (C&FA)

From manufacturing plant the stock is transported or supplied to clearing and forwarding
agents.

Clearing and Forwarding Agents is a third party and Dabur gives contract to them, so
company has nothing to do in building the relationship with them.

Here C&FA keep or stock the goods with them.

They charge Dabur for stocking the good and even Dabur dont mind doing so as it is a
measure of cost cutting as well as there is no need for gowdowns and maintenance.
STOCKIEST OR DISTRIBUTORS

Stockiest store the products in their godowns, C&FA supplies the goods to them as per
their order.

Stockiest has some sales men working under him, they are known as stockiest sales
man. Their work is to place the products in the market and take order from retailers and
then supply goods to them.

Sales man either take ready stock with them or they first take orders and then supply
goods later on.

There is a beat which is a schedule route of sales man, means sales man has to daily
cover the route as mention in the beat.

Merchandising, making products visible, pasting posters, putting banners, and seeing
that goods are properly placed in the retail outlets is also the duty of stockiest sales
man.

Companies sales officer keeps a check on the stockiest and monthly report is also
prepared which is further analyzed by SM & ZSM.
RETAILERS

Retailers are backbone of the company as they are the one who can take the product
on new heights or can bring it down to toes.

Stockiest supplies goods to retailers and tries Persuading retailers to give the brand
special displays (using merchandising tools) to get affective brand presence, and
arranging it in more noticeable manner.

Margin of retailers is always higher than stockiest.

Retailers are the ones who have direct contact with the customers.

Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail
outlets making its product available to the consumers across the country at ease.

III.

PROMOTION

Once the product has been manufactured, priced rightly and is distributed, the next task
of the marketer is to inform potential customer about the product and persuade them to
buy the same. The promotion element of marketing mix is concerned with activities that
are undertaken to communicate with both customers and participants in the channel of
distribution such that sales goals are realized. There are different promotional activities
like-: Advertising, Sales promotion, trade promotion, personal selling etc. but one of the
most convenient and effective one that most of the industries uses is the Advertising
and Sales Promotion.
Advertising
Advertising is a form of communication that typically attempts to persuade potential
customers to purchase or to consume more of a particular brand of product or service.
Many advertisements are designed to generate increased consumption of those

products and services through the creation and reinforcement of "brand image" and
"brand loyalty". For these purposes, advertisements sometimes embed their persuasive
message with factual information. Every major medium is used to deliver these
messages, including television, radio, cinema, magazines, newspapers, video games,
the Internet and billboards. Advertising is often placed by an advertising agency on
behalf of a company or other organization.
Dabur has created the huge brand image and a vast product following by associating
mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek Oberoi, Mandira Bedi etc.
Dabur invested Rs. 150 crore just on the advertising of Real Fruit Juice and Real
Active. So far the company has been successful in this mission as the people now
know the brand and ask for its products by name.

Sales promotion
An activity designed to boost the sales of a product or service. It may include an
advertising campaign, increased PR activity, a free-sample campaign, offering free gifts
or trading stamps, arranging demonstrations or exhibitions, setting up competitions with
attractive prizes, temporary price reductions, door-to-door calling, telemarketing,
personal letters on other methods.
In marketing, sales promotion is one of the four aspects of promotion. (The other three
parts of the promotional mix are advertising, personal selling, and publicity/public
relations.) Sales promotions are non-personal promotional efforts that are designed to
have an immediate impact on sales.
Sales promotion involves short-term incentives to encourage buyers to purchase a
product. It's aim is to encourage immediate purchase of a product. If used too often
however, sales promotion can create a situation where consumers will not buy unless
there is a bonus offer. This will result in loss of profit for the company.
More than any other element of the promotional mix, sales promotion is about action.
It is about stimulating customers to buy a product. It is not designed to be informative
a role which advertising is much better suited to.

Sales promotion can be directed at:The ultimate consumer (a pull strategy encouraging purchase)

The distribution channel (a push strategy encouraging the channels to stock the
product). This is usually known as selling into the trade

SALES PROMOTIONAL TOOLS OF DABUR FOODS

Price promotions
Coupons
Gift with purchase
Competitions and prizes
Money refunds
Point-of-sale displays
Free samples
Contest /demos
Festival Sales
Retailer coupons
Multi-packs
Special price for twos
Allowances for additional shelf space
Merchandising
Sales contest
Incentives
PROMOTIONAL SCHEMES USED FOR STOCKIESTS

Encourage stockiest to participate in displays and sales contests.

1. Higher Margins: Tries to give higher margins to stockiest so that they dont loose
interest in the product and can earn good profits after meeting all the expenses.
2. Sales Contests: Sales contest are held annually and whichever stockiest has the best sales
record a prize is given to him, like free holiday to the family etc.
3. Allowances: Special allowances are given to both stockiest and stockiest sales man if
they achieve their monthly target.
4. Subsidy for Promotion Budget: Company gives subsidy to the stockiest, who spend
some money on the promotional schemes, like conducting a sampling activity.

5. Danglers and Posters: Company gives posters and danglers to stockiest which are
further pasted and distributed by stockiest sales man.
6. Training: Special Training is given to Stockiest Sales Man, a training workshop is
organized by the company for stockiest sales man so that they dont face any problem
while placing their products and taking orders from retailers.
7. Annual Gathering: All the stockiest meet under one roof at least once a year and then
the stockiest whose performance was best in term of sales is awarded.
8. Fun Trip: A zone wise fully paid fun trip is organized by the company for all the
stockiest once a year.
9. Gathering While Launch of New Products: All the stockiest and their sales man gather
when there is a launch of a new product. Company gives free samples & gifts to stockiest
and their sales man.
10. Special Trade Schemes: Special trade schemes like two SKU free with the 12 SKU.Free
danglers and posters for publicity.
PROMOTIONAL SCHEMES USED FOR RETAILERS

Trade allowances: Short term incentives are offered to induce a retailer to stock up more dabur
products.

Dealer loader: An incentive given to induce a retailer to purchase and display the products of
dabur.

Trade contest: A contest to reward retailers those sells the most product of dabur foods and after
a specific period they are rewarded.

Point-of-purchase displays: Extra sales tools given to retailers by dabur to boost sales, like
danglers, posters, banners etc helps in promoting sales.

Push money: Also known as "spiffs". An extra commission paid to retail employees to push
products. This kind of practice dabur hardly follows.

Free samples: Dabur foods gives free samples are given to retailers so that they can try that
product if the product is new, or gives some discounts.

Demos: Special demos are given to retailers and even some stands, fridge are given by retailers.

Discount Sales: Some special discounts are given to retailers from time to time, like 1% cash
discounts if payment is made in cash.

Retailer Coupons: Dabur gives some coupons like free lunch for family etc if the retailer buys
and sells a specific amount of products.

Higher Margins: Retailer has the highest margins and dabur foods also have the same criteria,
and retailer can further sell the dabur product to consumer at discount keeping his margin safe.

Allowances for additional shelf space: Company as such does not pay anything to retailer but
gives some additional benefits for giving them shelf space which is visible to customer when
ever they enter the shop.

Merchandising Allowances: Allowances are given to Stockiest sales man for merchandising
dabur products. When ever the Stockiest sales man goes to take orders then he also merchandises
dabur products.

Bonus Packs: Time to time dabur gives bonus packs to retailers like buy 10 get 2 free with that.

Trade Allowance: Dabur comes with different types of trade discounts from time to time, like
sometime price discounts, sometimes gifts etc.

Free goods: Dabur gives free goods on the purchase of specific number of goods.

Cash Rebate: Generally cash rebate is given by stockiest if retailer makes the payment in cash at
the time of purchase.

Product sampling: Dabur organizes sampling activities for its products which are new, these
activities are generally at the place where footfall is very high.

Displays: Dabur tries to give special displays to the retailers, so that they can display their
products on that.

Point-of-Purchase Material: POP material is available in the form of stickers, banners,

displays, posters, signs, streamers, etc. put up inside and outside the stores & other possible
purchase locations.

PROMOTIONAL SCHEMES USED FOR CONSUMERS

Price deal: A temporary reduction in the price is given to consumer during some festival
session by dabur foods.

Price-pack deal: The packaging offers a consumer a certain percentage more of the product
for the same price (for example, 25 percent extra).

Coupons: Dabur foods gives coupons during different sampling activities to consumers and
it have become a standard mechanism for sales promotions.

Loss leader: Dabur foods temporarily reduce the price of its popular product in order to
stimulate other profitable sales.

On-shelf coupons: Coupons are present at the shelf where the product is available.

Rebates: Consumers are offered money back, rebate at different point of time.

Contests/sweepstakes/games: if a customer wins some game or contest at the time of

sampling activities then they are given a discount coupon of products of dabur foods.

Point-of-sale displays: Displays helps the consumer easily recognize their products, dabur
keeps a special check on the displays and merchandising of dabur products.

Sampling Activities: Dabur organizes different sampling actives at different retail outlets.

Gift with purchase: Dabur foods gives gift items with purchase like a glass, spoon etc.

Money Refunds: Customer can claim for refund of money if they face some problem with
the product

Contest /demos: There are different contests where customers play games and win contests.

Festival Sales: Dabur foods come out with some special offers during festival seasons like
buy one get one free.

Multi-packs: Dabur foods has some products in multiple packaging which are comparatively
priced lower to the products sold in a single pack.

Trade Fairs & exhibitions: Here dabur foods displays all range of its products, making it
easier for customers to know about product line and choose the best out of that.

Customer feedback: dabur foods consider its customer most important and in case of any
complaint by customer the foods department will leave all its important work and will contact
the customer.

Contact points: Customer can contact dabur foods by writing the mail or letter on the
addresses given at the back of dabur products, or even they can call and visit the dabur web
site.

THE PATH AHEAD:

Dabur intends to significantly accelerate profitable growth. To do this, Dabur will:

Focus on growing their 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 their target
consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge
of ayurveda and herbs with modern science.

Provide the 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 their peer group, to the shareholders.

4.2 SWOT ANALYSES OF DABUR INDIA

The following SWOT analysis looks at Dabur India which is operating in fmcg industry. The
analysis shows Dabur Indias Strengths, Weaknesses, Opportunities and Threats. The SWOT
analysis will give you a clear picture of the business environment Dabur India is operating in at
the present time.

STRENGTH
The strengths of a business or organization are positive elements, something they do well and is
under their control. The strengths of a company or group and value to it, and can be what gives it
the edge in some areas over the competitors. The following section will outline main strengths of
Dabur India.

Dabur India Ltd. is the century old company.

Well established brands in Dabur India.

High quality machinery, staff, offices and equipment ensure the job is done to the utmost
standard, and is strength of Dabur India.

Leader in Herbal Digestive where the product has 90% of the market share.

Ayurvedic / Herbal Product line.

Product development strength

Strong Distribution Network.

Extreme Supply chain.

WEAKNESS

Weaknesses of a company or organization are things that need to be improved or perform better,
which are under their control. Weaknesses are also things that place you behind competitors, or
stop you being able to meet objectives. This section will present main weaknesses of Dabur
India.

A serious weakness for Dabur India is the fact their products/services are of low quality,
meaning people will have better-quality substitutes.

Not reducing costs in the same way as their competitors\' means Dabur India is outlaying more
of their profits. Having higher costs than competitors is a major weakness.

Over pricing, setting too high prices for Dabur India products/services makes them
uncompetitive, which is a major weakness.

Seasonal Demand (like Chayawanprash in winter and Vatika not in winter).

Low penetration (Chayawanprash).

OPPORTUNITIES

Opportunities are external changes, trends or needs that could enhance the business or
organizations strategic position, or which could be of a benefit to them. This section will outline
opportunities that Dabur India is currently facing.

Extends Vatika brand to new categories like Skin Care & Body Wash segments.

Untapped Market (Chayawanprash).

Market Development.

Southern India Market.

THREATS

Threats are factors which may restrict damage or put areas of the business or organization at risk.
They are factors which are outside of the company's control. Being aware of the threats and
being able to prepare for them makes this section valuable when considering contingency plans
and strategies. This section will outline main threats Dabur India is currently facing.

Competition in the FMCG sector from well established names.

Substitute products available on the market present a major threat to Dabur India.

Consumer lifestyle changes could lead to less of a demand for Dabur India products/services.

Existing Competition (like Himani, Baidyanath and Zandu for Dabur Chayanwanprash and
Marico, Keo Karpin, HLL and Bajaj for Vatika Hair Oil).

New Entrants in the market.

4.3PEST ANALYSIS

Political

Stable political government.

Restrictions in import policies.

Rise in customs duty on petrol & diesel.

Partial withdrawal of stimulus packages

Economical

Growth in GDP

Inflation rate

Increase in disposable income.

Indian FMCG Recorded 16% Sales Growth in last fiscal. The FMCG sector is the 4 th
largest sector of Indian economy with market size of more than 60,000crore

Social

Rising rural India.

Consumerism.

Demography

Technological

Volatility

Research and development intensity

Information technology

CHAPTER-5
Suggestions

Focus on growing core brands across categories.

Reaching out to new geographies, within and outside India.

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 the deep knowledge
of ayurveda and herbs with modern science.

Provide consumers with innovative products within easy reach.

Vatika hair care centre: On the lines of Maricos Kaya Skin Clinic, Dabur could start a
venture called Vatika hair care centre which would provide total hair care solutions. It
could have hair care experts to solve hair problems. Services could include dandruff
treatment, straightening of hair, treatment for split ends, etc.

Position Dabur Chyawanprash as not more of a medicine but as something which is

necessary for health.

More initiatives like Dabur ki Deewar to

increase brand visibility. It is an initiative to
occupy shelf space.

Chapter-7

LIMITATIONS

The data could be gathered from secondary source thus any error in the
information would have also got replicated in this report.

As the data was gathered from the secondary sources, the validity of the
data could not be tested.

Time constraint was the major limitation faced by the researcher.

Another problem was knowledge constraint and this report was an attempt
to gather as much of relevant data as possible.

Another constraint was the lack of information regarding proper route map
by the organization due to which it could not be included in the project
report.However, every effort is made to ensure that these do not in any
way adversely affect the results of the study and inject an element of
objecting in the report.

Chapter-8
Conclusion

It was really a very great experience to study this FMCG Company Dabur India Limited.

After going into all its aspects i.e. its marketing strategies, policies, pricing strategies etc. we can
conclude that the company is excellent on all the fronts.
The companys different projects like Sundesh and its social initiatives in Nepal etc. indicates
that the company is also loyal towards the society, and all such social responsibilities are very
necessary to build a strong customer base and brand loyalty

Through its comprehensive range of products it touches the lives of all consumers, in all age
groups, across all social boundaries. And this legacy has helped them develop a bond of trust
with our consumers. That guarantees us the best in all products carrying the Dabur name.

Dabur has Strong distribution network. Dabur is the Fourth largest FMCG Company of India.
Dabur is one of the most trusted brand. Dabur is a direct selling business arm. Dabur also renders
services to the community, focusing on health & hygiene education, empowerment of women,
and water management.

Dabur India Limited's distribution covers over 1 million retail outlets across India directly and its
products are available in over 6.3 million outlets in the country, nearly 80% of all retail outlets in
India.
Dabur is one of the country's largest exporters; it has been recognized as a Golden Super Star
Trading House by the Government of India.
ITC is eyeing the pie which dabur, and other FMCG players currently enjoy. Though risky, the
companys business model will pay off in the long run. ITC has proved its expertise in the
cigarettes, hotels, paper and agri-businesses. Investors who want to bank on its execution ability
in FMCG can consider the stock with a long-term horizon.
Due to inflated input cost in Soap and Detergents division EBITDA(earnings before income tax
and depreciation) margins have suffered.

BIBLIOGRAPHY

Test books
1.Kumar, Ramesh; Application Exercises in Management, Vikas Publishing House, 2004.

2.Varshney & Gupta; Marketing Management, Sultan Chand & Sons, 2005.

3.Kotler & Armstrong; Principles of Marketing Management, Prentice hall India, 2003

Websites
1. http://www.dabur.com/media-corporate%20profile
2. http://www.dabur.com/About%20Dabur-Company%20History
3. http://www.indiainfoline.com/Markets/Company/Background/Company-Profile/Dabur-IndiaLtd/500096
4. http://www.researchandmarkets.com/reports/2218915/dabur_india_limited_strategy_andreport
5.http://www.marketresearch.com/IS-Advisors-v3900/FMCG-Sector-India-Strategic-Review7429151/

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT

STUDIES
ATTENDANCE FOR PROJECT REPORT
Name of the student

Class

: 3B

Roll No.

: 12114701712

Name of the Supervisor

: Ms. Anu Bansal

S.No.

Date

Progress Report

27th

Initial discussions and

August,2013

finalization of title

28th

Finalization of project

August,2013

title

3rdSeptember,20 Finalization of chapter

13

scheme

12th

Ch-1

September,2013

Signature

Signature

of the

of the

student

Supervisor

26th

Ch-2 and ch-3

September,2013

9th

Ch-4 and ch-5

October,2013

26th

Ch-6

October,2013

29th

Final Draft

October,2013

10

Approved draft will

11th

be submitted and will

November,2013

go for binding

18th

Final submission of

November,2013

report