dabur+vatika+shampoo+project.docx1

8/11/2019 dabur+vatika+shampoo+project.docx1

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INTRODUCTION


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ANALYSIS OF SHAMPOO [DABUR VATIKA] 2010-11

UNIVERSITY OF MUMBAI B.N.N COLLEGE2

FMCG INDUSTY

FMCG refers to consumer non-durable goods required

for daily or frequent use. Typically, a consumer buys thesegoods at least once a month. FMCG industry, alternatively

called as CPG (Consumer packaged goods) industry

primarily deals with the production, distribution and

marketing of consumer packaged goods. The Fast Moving

Consumer Goods (FMCG) is those consumables which are

normally consumed by the consumers at a regular interval.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.

Typical Characteristics of FMCG products

Individual products are of small value. But, all FMCG

products put together account for a significant part of

the consumers budget.

The consumer keeps limited inventory of these

products and prefers to purchase them frequently, as

and when required. Many of these products are perishable.

The consumer spends little time on the purchase

decision. Rarely do he / she look for technical

specifications (in contrast to industrial goods).


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Brand loyalties or recommendations of reliable retailer

/ dealer drive purchase decision.

Trial of a new product i.e. brand switching is ofteninduced by heavy advertisement, recommendations of

the retailer or neighbors / friends.

These products cater to necessities, comforts as well as

luxuries.

They meet the demands of the entire cross section of

population.

Price and income elasticity of demand varies across

products and consumers.

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 therural segments, presents an opportunity to makers of


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branded products to convert consumers to branded

products. Growth is also likely to come from consumer

'upgrading' in the matured product categories.

FMCG Sector is expected to grow by over 60% by 2010.

That will translate into an annual growth of 10% over a 5-

year period. It has been estimated that FMCG sector will

rise from around Rs 56,500 crores in 2005 to Rs 92,100

crores in 2010. Hair care, household care, male grooming,

female hygiene, and the chocolates and confectionery

categories are estimated to be the fastest growing segments,

says an HSBC report. Though the sector witnessed a slower

growth in 2002-2004, it has been able to make a fine

recovery since then.

FMCG Category and products

Household Care:- Fabric wash (laundry soaps and synthetic detergents)- Household cleaners (dish/utensil, cleaners, floor

cleaners, toilet cleaners, air fresheners, insecticides

and mosquito repellents, metal polish and furniture

polish)Food and Health beverages:

- Soft drinks- Staples/cereals- Beverages bakery products (biscuits, bread, cakes)- Snack Food

- Chocolates, ice cream, tea, coffee


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- Processed fruits, vegetables; dairy products- Bottled water- Branded flour, branded rice, branded sugar, juices etc.

Personal Care:- Oral care- Hair care- Skin care- Personal wash (soaps)- Cosmetics and toiletries- Deodorants, perfumes, feminine hygiene, paper

Current FMCG Scenario

Key Drivers Concerns

Rural penetration Price cuts/Deflation

Urban demographics story Slow down in volume growths

Lower input costs Consumer Downtrading

Innovation Unraveling of Modern Trade


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FOODPRODUCTS

43%

PERSONALCARE22%

FABRIC CARE12%

HAIR CARE8%

BABYCARE2%

OTCPRODUCTS

4%

HOUSEHOLD4%

OTHERS5%

Categorywise share of FMCG sector


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HAIR CARE SHAMPOO INDUSTRY

The hair care market in India is valued at $200

million. It contributes 8% in the total Fmcg sector and hasregistered a growth of 3.8% over the previous year. The hair

care market can be segmented into hair oils, shampoos,

hair colorants & conditioners, and hair gels.

The Size of shampoo market - 930 Cr with urban areas

accounting for 80% of shampoo sold and rural areas

accounting for 20% of shampoo sold in country. The market

is expected to increase due to increased marketing by

players, lower duties, and availability of shampoos in

affordable sachets. Sachet makes up to 70% and anti-

dandruff shampoo up to 20%of the total shampoo sale. This

is primarily a middle class product because more than 50%

of the population uses toilet soaps to wash hair. The

penetration level is only 30% in metros. The major players

are HUL and Procter & Gamble.

The Indian shampoo market is divided in two parts

Cosmetic (health, shine, strength)

Anti-dandruff Herbal

Brand loyalties in shampoo are not very strong. Consumers

frequently look for a change, particularly in fragrance. Major

expectations from the product are improvement in texture

and manageability, giving softness and bounce to hair,

curing and avoiding damage to the hair. Southern market is


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predominantly a sachet market, accounting for 70 % of

sachet volumes. In Contrast, shampoo bottles are more

popular in the Northern markets. About 50 % of the

shampoo bottles are sold in the Northern region alone. The

shampoo industry has lot of scope to be penetrated with all

India penetration level at 51% with urban penetration at

62% and rural penetration at 46% till now.

Evolution of Shampoo in India

HLL undisputed leader from the early 90s Sunsilk

launched in 1964 ( General Shampoo platform ) Clinic Plus launched in 1971 ( Family, health shampoo

platform ) Clinic All Clear launched in 1987 ( Therapeutic AD

Shampoo ) Sunsilk re-launched in 1987 - Shampoo + Conditioner

( Beauty platform ) with Sachet SKU HLL Goes rural with Sachet Clinic Active launched in 1991 ( with Pro Vitamin B -

health platform ) Sunsilk re-positioned and re-launched in 1994

(Nutracare) - Pink for dry hair, yellow for normal hair,

green for oily hair and black for long hair. P & G enters India i n Nov 1995, with the worlds

largest selling brand - Pantene P & G launched its internationally acclaimed A & D

shampoo H & S in 1997 with Zinc Pyridine (ZPT) - a


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unique anti-microbial agent. There were 2 variants -

regular and menthol. Dabur entered the shampoo market in 2000 with its

premium brand, the first natural antidandruff

shampoo of India, Dabur Vatika Antidandruff

Shampoo.

HindustanUnilever

46%

P&G24%

Cavin Care11%

Others8%

Dabur6%

Loreal3%

ITC2%

Shampoo Industry in India


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COMPANY PROFILE


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Dabur India limited is the fourth largest FMCG

Company and one of India's leading Companies. It has a

turnover of USD 2479 million with the largest herbal &

natural portfolio in India. Building on a legacy of quality

and experience for over 125 years, Dabur is today India's

most trusted name and the world's largest Ayurvedic and

Natural Health Care Company. Dabur India's FMCG

portfolio today includes four flagship brands with distinct

brand identities -- Dabur as the master brand for natural

healthcare products, Vatika for premium personal care,

Hajmola for digestives, and Real for fruit-based beverages.

It has over 350 plus products with a retail reach of

2,500,500 through 4000 distributors in India.

The evolution of Dabur is quite interesting and its root

takes us back to the 19th century where it all started in

Bengal by a visionary by name Dr. S.K Burman, a physician

by profession. His mission was to provide effective and

affordable cure for ordinary people in far-flung villages. With

missionary zeal and fervor, Dr. Burman undertook the task

of preparing natural cures for the killer diseases of those

days, like cholera, malaria and plague. Soon the news of his

medicines travelled, and he came to be known as the

trusted 'Daktar' or Doctor who came up with effective cures.

And that is how his venture Dabur got its name - derived

from the Devanagri rendition of Daktar Burman. The name

is formed by joining the first half of Daktar and Burman i.e

DABUR.


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Founding Thoughts


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"What is that life worth which cannot bring

comfort to others"

The Doorstep Doctor

The story of Dabur began with a small,

but visionary endeavour by Dr. S. K.

Burman, a physician tucked away in

Bengal. His mission was to provide

effective and affordable cure for

ordinary people in far-flung villages.

With missionary zeal and fervour, Dr.

Burman undertook the task of

preparing natural cures for the killer diseases of those days,

like cholera, malaria and plague.

Soon the news of his medicines traveled, and he came to be

known as the trusted 'Daktar' or Doctor who came up with

effective cures. And that is how his venture Dabur got its

name - derived from the Devanagri rendition of Daktar

Burman. Dr. Burman set up Dabur in 1884 to produce and

dispense Ayurvedic medicines. Reaching out to a wide massof people who had no access to proper treatment. Dr. S. K.

Burman's commitment and ceaseless efforts resulted in the

company growing from a fledgling medicine manufacturer in

a small Calcutta house, to a household name that at once

evokes trust and reliability.


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Vision


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Dedicated to health and well being of every

household

GROWTH STR TEGY

EXPANSION

AQUISITION INNOVATION


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Company History


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1884 Birth of Dabur

1896 Setting up a manufacturing plant

Early

1900s yurvedic medicines

1919 Establishment of research laboratories

1920 Expands further

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

1972 Shift to Delhi

1979Sahibabad factory / Dabur Research

Foundation

1986 Public Limited Company

1992 Joint venture with Agrolimen of Spain

1993 Cancer treatment

1994 Public issues

1995 Joint Ventures

1996 3 separate divisions

1997 Foods Division / Project STARS

1998 Professionals to manage the Company

2000 Turnover of Rs.1,000 crores

2003 Dabur demerges Pharma Business


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2005 Dabur acquires Balsara

2005 Dabur announces Bonus after 12 years

2006Dabur crosses $2 Bin market Cap, adoptsUS GAAP

2006pproves FCCB/GDR/ADR up to $200

million

2007 Celebrating 10 years of Real

2007 Foray into organised retail

2007 Dabur Foods Merged With Dabur India


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CORE VALUES

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 ofmutual trust & transparency in a boundary-less

organization. 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 ofbusiness success with integrity. We are honest with

consumers, with business partners and with each

other.


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STRATEGIC INTENT

Focus on growing our core brands across categories,

reaching out to new geographies, within and outside

India, and improve operational efficiencies by

leveraging technology Be the preferred company to meet the health and

personal grooming needs of our target consumers with

safe, efficacious, natural solutions by synthesizing our

deep knowledge of Ayurveda and herbs with modernscience

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


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Business Structure


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Dabur IndiaLimited

Consumer CareDivision

(72.8%)

Consumer

HealthDivision

(7.3%)

InternationalDivision

(18.5%)


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CONSUMER HEALTH DIVISION


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Consumer Health Division dealing with classical

Ayurvedic medicines

It has more than 250 products sold throughprescriptions as well as over the counter

products . Major categories in traditional

formulations include:

-AsavArishtas

-RasRasayanas

-Churnas- Medicated Oils

ProprietaryAyurvedic medicines developed by

Dabur include:

-NatureCareIsabgol

-Madhuvaani

- Trifgol Division also works for promotion of

Ayurveda through organised community of

traditional practitioners and developing fresh

batches of students JanmaGhunti, Hingoli, Sat Isabgol & Gripe

Water transferred to CHD from CCD forgreater focus.

Key initiatives : New Honitus variants-

mulethi & mint Dabur Activ Antacid

Launched


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Campaigns to promote

ethicals portfolio.

INTERNATIONAL HEALTH DIVISION

IBD continued its strong growth reporting 43.3% growth

during 9MFY09.

Robust performance in GCC and North African

Markets.

GCC 47%

Dabur Egypt 85%

North Africa 96%

Bangladesh 52%

CHDSTRUCTURE

OTC (57 ) Generics

Branded

Products

ETHICALS(43 )

Tonics

Classicals


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Nepal 14%

Key Category Drivers for growth are Hair Cream,

Toothpaste, Hamamzaithand Olive Oil.

Strong New Product Development rolls out continues:

Amla Hair Cream and new variants of shampoos being

launched in Q4.

New markets opened during the quarter are Lebanon,

Turkey, Mauritania and China

Key Initiatives 1980s: DIL Started as an Exporter. Focus on Order

fulfillment through India Mfg. Early 90s: Set up a franchisee at Dubai in 1989.

Demand generation led to setting up of mfg in Dubai &

Egypt. 1995-2000: Renamed franchisee as Dabur

International Ltd. Local operations further

strengthened. Set up new mfg facilities in Nigeria, RAK

& Bangladesh. Now: Building scale-18% of overall Dabur Sales

(9MFY09).High Levels of Localization & Global Supply

chain.


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CONSUMER CARE DIVISION


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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 are 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 60% market share of digestive tablets

category. Dabur Lal Tail is the 2nd Largest Brand of Baby

Massage Oil with 33% Market share.


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DABUR VATIKA SHAMPOO

The shampoo industry in India is Rs 20 billion business

here Daburs shampoo brands is at Rs 1.3 billion in the

India. In shampoos, the company has outperformed the

market growing at 25% compared to an overall marketgrowth of 15%. The focus here is in establishing Dabur'

shampoos as natural / herbal shampoos-as a credible

herbal alternative to existing shampoos in the market. The

Vatika shampoo now has much more modern packaging

and communication. The newly launched Vatika Black

Shine Shampoo has been well received in the market. Strong performance of Vatika range of

shampoos with a growth of 34%

during Q3 and 32.2% during FY09. Vatika shampoos growing at double

the category growth of 19% (Value-

April-December 08)

HAIR CARE17%

ORAL CARE17%HEALTH

SUPPLEMENTS13%

DIGESTIVES &

CANDIES

BABY OILS& SKINCARE16%

HOMECARE

6%

FOODS17%

CCD category performance ofDabur


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Volume Market Share up from 5% to 6.3% and

Value Market Share up from 5.1% to 5.9%

The focus of this initiative is to continue rapid growth in

revenue and profits leveraging three key strategic drivers -

Expansion, Acquisition and Innovation. In this roadmap,

hile Dabur will continue to be positioned as an herbal

specialist leveraging its knowledge and credentials, it will

also widen its business canvass by extending its products

and organization capabilities to service the entire 'Health

and Wellness' space.

Vatika in Hindi means garden. The brand attempts

to live up to the promises beauty and nature that are

associated with its very name. Starting with these

associations Vatika has assiduously built a brand that

delivers on all these values through its various product

offerings. Vatika products contain natural ingredients that

have been blended together through scientific processes at

Daburs in -house research laboratories.

ALL ABOUT DABUR VATIKA

Vatika is a brand that espouses traditional wisdomabout health in a modern format. It believes that nature

has perennial answers to day-to-day health issues,

particularly when it comes to hair care and skin care. In a

orld where modern living causes untold stress the Vatika

rand holds out the promise of providing natural

ingredients that rejuvenate and safeguard the human body


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in an extraordinary way. This concept is put to work

through contemporary, modern products, offered by

Vatika.

The Vatika woman is young, contemporary,

educated, multi-faceted, achievement-driven and confident.

It is in the Vatika brand that she sees a true reflection of

her own personal ideals.

The green-and-white colours, used in its

packaging, reflect the brands natural ancestry and give it

a premium look. These also help Vatika stand out in the

cluttered environment of Indian retail. In this category

here players talk about chemicals ZPTO, Ketakenazole

etc Vatika Anti-Dandruff Shampoo has capitalised on the

consumers fear of chemicals by showcasing th e efficacy o

lemon to eliminate dandruff with no ill effects on the hair.

The product innovation was fed by the vital

consumer insight that many women in contemporary India

are worried about hair problems caused by urban

pollution, frequent change of diet due to geographical

mobility and other factors. Beset by modern-day hair

problems, they are far more inclined to rely on home-grown

remedies.

Dabur Vatika offers a wide range of hair care

shampoo- Vatika Dandruff control, Vatika Black shine &

Vatika smooth & silky shampoo. All these shampoo serve

for a variety of Hair problems faced by the consumers and

a very strong alternative for the chemical & medicated

shampoos available in the market.


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Removes

Dandruff loves hair

Vatika Dandruff Control Shampooremoves dandruff without being

violent on hair. Discover non-violence,

the new beauty mantra captured in

Vatika Dandruff Control shampoo range. Enriched with the

goodness of nature, Vatika gently removes 100% dandruf

and prevents recurrence, withoutcausing any damage to hair. So what

you get is dandruff-free, beautiful hair.

That's the power of non-violence.

Beautiful Hair Naturally

atika Smooth & Silky Shampoo is a natural shampoo

that conditions from deep within, while gently cleansing

and nourishing the hair. Its offers the gentle & caringtouch of nature that leave the hair soft, silky and radiant.

It has the perfect balance of natural ingredients like

Henna, Green Almonds and Shikakai that turn dull &

lifeless hair into smooth & silky without damaging them.


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Khoobsurat raho Befikar Raho

atika Black Shine shampoo is packed with the goodness

of Black Olives and Amla that help maintain the black

colour of the hair and give it incredible shine. Unlike

normal shampoos, Vatika Black Shine Shampoo does not

have any harmful chemicals . Its active natural ingredients

help maintain the black colour of the hair withoutdamaging them.

Beautiful strong hair naturally

The power of Almonds & Coconut Milk with Vatika

Root Strengthening Shampoo nourishes the hair from root

to tip and helps strengthen hair , reducing hair fall . Its deep

conditioning formula restores dry, damaged hair and makes

it soft & silky.


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Dabur now presents a range of natural conditioners

under brand Vatika . The Vatika range of conditioners ispacked with active natural ingredients that ensure your

crowning glory shines with health. Daburs in -depth

knowledge of nature & natural ingredients has helped create

a range of conditioners that offer the goodness of nature

without any side-effects, and give problem-free hair .

Vatika Smooth & Silky Conditioner Vatika Smooth & Silky Conditioner has active natural

ingredients like Henna and Amla that ensure natural

conditioning of hair , and Green Almonds , which help

nourish scalp and hair .

Vatika Root Strengthening Conditioner

Vatika Root Strengthening Conditioner is packed with

natural ingredients like Coco Milk , which provides

conditioning , and Almonds that help strengthen the hair

from root to tip .


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Distribution network

The distribution network of Dabur India Limited is a very

simple but effective distribution network spreading across

various channels providing for an in depth coverage

facilitating the products to reach the consumers. The

products come from factory to the D.C situated in each state

of India and then the distribution divides into URBAN

DISTRIBUTION, RURAL DISTRIBUTION and MODERN

TRADE.

URBAN DISTRIBUTION

The urban distribution basically needs various

stockiest who are responsible to reach the market regions of

a place. They collect the stocks from the stockiest and

supply to wholesalers, semi wholesalers and retailers which


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finally reaches the customers. The market regions are

divided into BEAT PLANS which consist of various areas to

be covered through distribution process. This beat plans

consist of BEAT TYPES which deal with WHOLESALE &

LINEWISE divisions for products that would help in efficient

distribution.


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Scope and Limitations


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SCOPE: The study has been done for the hair care-shampoo

market by studying the market condition through the

retailers point of view so more or less it helps in

understanding the consumer preference towards the

shampoo market with special reference to Dabur

Vatika shampoo.

The study can help in analyzing certain weak point,

improving on which a company can overcome the low

sales of Dabur Vatika Shampoo but only in the

Bhiwandi region covering the areas Saheed nagar,Unit

3& 4 , Rasulgarh ,Jaydev vihar,C.S .Pur.

LIMITATIONS: The study is based on the perception, ideas and

preferences of the respondent (retailers), which are

complex in nature and depend upon subjectivity of the

individual.

At times there was lack of cooperation fromrespondent for research.

The research was carried out in certain parts of

Bhiwandi only therefore findings and suggestions are

limited to those parts only.


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RESEARCH METHODOLOGY


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Marketing research is a systematic problem

analysis, model

building and fact finding for the purpose of

important decision

making and control in the marketing of goods and

services.

- Phillip Kotler

Marketing research plays an important role in the process ofmarketing starting with market component of the total

marketing tasks. It helps the firm to acquire a better

understanding of the consumers, the competition and the

marketing environment. Research extends knowledge about

a particular case through the researcher who builds up a

wealth of knowledge through their research findings.

It is a step-by-step logical process, which involves:

Defining a problem Laying the objectives of the research Sources of data Methods of data collection Tabulation of data Data analysis & tabulation Conclusions & recommendations


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Research Plan

The Primary objective of the project was to understand

the prevailing market conditions of in Hair-care shampoomarket in chosen areas of Bhiwandi with special reference

to Dabur Vatika Shampoo through a market survey. What is

the trend in shampoo market and brand awareness of

Dabur Vatika Shampoo.

Nature of Research

Pure and applied research

Pure research is taken for the sake of knowledge

without any intention to apply it in practice. It is

undertaken out of intellectual curiosity or inquisitiveness. It

lays the foundation for applied research. Applied research is

carried on to find solution to a real-life problem so it is

problem oriented and action oriented.

Exploratory research

Exploratory research is preliminary study of an

unfamiliar problem about which the researcher has little or

no knowledge at all. It is done at two levels- first, thediscovery of variables in the situation. Second, is the

discovery of relationship between the variables.


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Experimental research

It is designed to assess the effects of particular

variables on a phenomenon by keeping the other variablesconstant or controlled.

Descriptive research

A descriptive study is a fact finding investigation aimed

at identifying the various characteristics of a problem under

study but it does not deal with testing of hypothesis. Data

are collected by using observation, interviewing and mail

questionnaire.

My project involved descriptive research of study

Data Collection

The descriptive nature of research necessitates

collection of primary data from retailers through market

survey, personal interview technique was used and

interview was conducted through structured questionnaire

the question was asked in prearranged manner. The market

research was conducted over a period of 60 days. Data was

tabulated, analyzed and suggestion and recommendation

were given.

Sources of data

Data refers to a collection of natural phenomena,

descriptors, including the results of experience, observation

or a set of premises. This may consist of nos., words or

images particularly as measurements or observations of a

set of variables.


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There are two sources of data:

Primary Source

Secondary Source

Primary Source

Data obtained from the first hand by the researcher is

called the primary data. This data is that the researcher

collects himself. It is reliable way to collect data as it

requires researcher to interact with the source and extract

information. It allows the learner to access original &unedited information.

Its methods are -

Surveys

Observations

Questionnaire

Experiments

I collected data using the primary method by

interviewing the retailers through a structured

questionnaire.

Secondary Source:

Secondary data refers to the data available in some form oranother and may include the result of the previously

performed research or the available materials. Secondary

sources take the role of analyzing, explaining & combining

the information from the primary source with additional

information.


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INTERNAL SOURCE EXTERNAL SOURCE

Sales Records Internet

Marketing activities Standardized Sources - Store audits, CPP, etc.

Cost Information Electronic Published Data

Distribution Report Printed Published Data Feed back

The secondary source for my project is collected

from Dabur India Ltd website and by the data given by

Mr. Dheeman Bhattarcharya, the Regional Sales

Manager of Dabur India for Orissa. I was also provided

with needed information from Senior Sales Officer,

Bhiwandi

Research instrument

The Research instrument chosen for conducting the

survey was structured questionnaire as shown in the

annexure. The questionnaire includes open ended as well as

close ended question, few open ended question were

included to obtain the perception of the retailers.

Sampling Technique

The procedure by which some members of a given

population are selected as representatives of the entire

population.


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Probability sampling: ones in which members of the

population have a known chance (probability) of being

selected

Non-probability sampling : instances in which the chances

(probability) of selecting members from the population are

unknown. The project involves non-probability sampling

technique

Quota Sampling: samples that set a specific number

of certain types of individuals to be interviewed. Oftenused to ensure that convenience samples will have

desired proportion of different respondent classes.

My sample technique involved quota sampling as I

was provided five beat areas with definite number

of retail outlets to be covered in my project.

Sampling units

Sampling units were geographical area of Bhiwandi which

were divided into four market beat plan.

Geographical areas visited:

1. Saheed nagar.

2. Unit -3& 4.

3. Rasulgarh Laxmi, Palasuni.

4. Jaydev Vihar-Bda,Mayfair,M .Vihar,A.Vihar.

5. C.S Pur- Damana,Saileshri Vihar,Niladri vihar.

The retailers visited during the survey were considered

the sampling units.


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Sample Size

The sample size according to the quota sample was

184retailers but I covered 118retailers so the actual sample

size is 118 units. This is because some of the outlets were

closed or did not respond to the survey, some were medicine

shops which did not keep shampoos and some did not keep

Dabur products which was the special focus of my research.


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Data Analysis and Interpretation


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Shampoo available in the counter

Availability

(Quantity in

Lari )

Sunsil

k H&S

Panten

e

Clini

c All

Clear

Clinic

Plus

Vatik

a

Garnie

r

Fructi

s

Dov

e

1 to 10 0 0 0 0 0 0 0 0

10 to 20 0 0 0 0 0 0 10 3

20 to 30 0 0 3 1 0 0 15 32

30 to 40 20 6 17 16 0 23 46 55

40 to 50 41 35 37 39 8 46 6 21

50 to 60 36 36 35 21 11 35 1 1

60 to 70 4 34 18 6 34 10 0 0

70 to 80 3 6 3 1 25 1 0 0

80 to 90 1 1 0 1 15 0 0 0

90 to 100 0 0 0 0 7 0 0 0

100 above 0 0 0 1 12 0 0 0

TOTAL 105 118 113 86 112 115 78 112

INTERPRETATION:

As per the data collected in survey and represented in the

table, we can observe the number of outlets where the

various shampoo brands are available. We found that

0

20

40

60

80

100

120

140

Sunsilk H&S Pantene Clinic AllClear

Clinic Plus Vatika GarnierFructis

Dove

Series1


50/82



HEAD&SHOULDERS Shampoo is leading in availability,

present in 118 store, followed by VATIKA, PANTENE,CLINIC

PLUS, DOVE, SUNSILK,CLINIC ALLCLEAR,GARNIER

FRUCTIS

DABUR VATIKA comes in 2nd place with 115 outlets having

the availability in Sachet Shampoo category.

Shampoo Visible in the Counter

QUANTITY

VISIBLE

pantene H&S Vatika Clinic

All Clear

Clinic

Plus

Sunsilk Dove Garnier

1 to 10 89 97 91 68 89 76 96 67

10 to

20

11 11 3 5 18 1 2 0

20 to

30

0 0 0 0 0 0 0 0

30 to

40

0 0 0 0 0 0 0 0

40 to

50

0 0 0 0 0 0 0 0

50 to

60

0 0 0 0 0 0 0 0

60 to

70

0 0 0 0 0 0 0 0

70 to

80

0 0 0 0 0 0 0 0

80 to

90

0 0 0 0 0 0 0 0

90 to

100

0 0 0 0 0 0 0 0

100

Above

0 0 0 0 0 0 0 0

TOTAL 100 108 94 73 107 77 98 67


51/82



INTERPRETATION:

Visibility of various shampoo brands means the amount ofLari of Sachets that are in display in the counter so that it is

visible to the consumers. Here we have H&S shampoo with

the visibility in highest no. of counters i.e. 97 followed by

DOVE,VATIKA,PANTENE,CLINIC PLUS,SUNSILK,CLINIC

ALLCLEAR,GARNIER.

DABUR VATIKA comes in 3 th place with visibility in 91

outlets in Sachet Shampoo category.

Sale of Shampoo per Month

Quantity in

Lari

Panten

e

H&

S

Vatik

a

Clinic

All

Clear

Clini

c

Plus

Sunsil

k

Dove Garni

er

Saheed Nagar 590 734 742 863 1484 748 372 323Unit 3&4 421 702 942 549 1821 692 518 316

Rasulgarh 248 338 490 320 993 411 224 161

Jaidey vihar 495 644 730 560 941 595 319 255

C.S.Pur 368 501 665 390 877 454 310 202

Total 2122 291

9

3569 2682 6116 2900 1743 1257

89 97 9168 89 76 96

6711 11 3 5 181 2 0

Shampoo Visible in the Counter Series1 Series2


52/82



INTERPRETATION:As per the data represented in the graph, it can be clearly

seen that CLINIC PLUS is the market leader in terms of

sales of sachets followed by CLINIC ALL CLEAR, SUNSILK

,VATIKA, H&S, PANTENE,DOVE and GARNIER.

VATIKA acquired no.5 in terms of sale in LARI.

Ranking as per sale & consumer Preference

Ratings-Ranking Sunsilk H&S Pantene

ClinicAllClear

ClinicPlus Vatika

GarnierFructis Dove Chik Others

10-RANK1 3 24 1 0 53 1 6 6 0 09-RANK2 19 31 7 6 10 9 5 8 0 18-RANK3 19 13 13 4 15 9 6 16 1 07-RANK4 20 15 11 15 6 18 5 9 0 06-RANK5 21 9 10 12 3 18 10 14 0 05-RANK6 4 2 22 23 3 17 6 17 0 04-RANK7 5 2 20 24 4 14 11 12 1 03-RANK8 2 0 8 11 1 8 28 10 0 02-RANK9 0 0 0 0 0 1 0 2 9 01-RANK10 0 0 0 0 0 0 0 0 2 0

Pantene10%

H&S13%

Vatika13%

Clinic All Clear15%

Clinic Plus25%

Sunsilk13%

Dove6%

Garnier5%

Sale of Shampoo Per Month


53/82



INTERPRETATION:

The rankings of various Shampoo brands are done

according to response from 118 retail outlets. CLINIC PLUS

has been rated the most preferred shampoo brand with 53

from 118 outlets

Dabur Vatika is rated rank 1 only by one outlet.

0

20

40

60

80

100

120

Pantene H&S Vatika Clinic AllClear

ClinicPlus

Sunsilk Dove Garnier

1-RANK 10

2-RANK 9

3-RANK 8

4-RANK 7

5-RANK 6

6-RANK 5

7-RANK 4

8-RANK 3

9-RANK 2


54/82



Analysis of Dabur Vatika


55/82



Quality of services provided by

distributors

Frequency of

salesman visit Excellent

Very

Good Good Fair Poor

Saheed Nagar 3 16 4 2 1

Unit 3&4 1 12 8 8 1

Rasukgarh 3 8 1 2 0

Jaydev vihar 0 14 5 4 1C.S Pur 2 10 8 1 3

Total 9 60 26 17 6

INTERPRETATION:

The rating given by 73% retailers is Very Good when they

were asked about the number of times the salesman of

Dabur visits their outlets. This shows that the salesman

8%

51%22%

14% 5%

Frequancy of sales promotionExcellent Very Good Good Fair Poor


56/82



visit frequently to the retail outlets. The response from

Bhiwandi market is not satisfactory.

Salesman relationship with you

Salesman relationship

with you Excellent

Very

Good Good Fair Poor


Unit 3&4 1 10 14 4 1

Rasulgarh 2 5 5 2 0

Jaydev Vihar 0 4 15 3 2

C.s pur 0 2 10 5 7

Total 3 26 59 18 12

INTERPRETATION:

The rating given by 50% retailers is Good when they were

asked about the behavior and relationship maintained by

the salesman of Dabur Vatika with them. This shows that

the salesman have a good relationship with the retailers.

Providing all schemes & discountsProviding all schemes & discounts Excellen

tVeryGood

Good Fair Poor

Saheed Nagar 0 2 8 6 10unit 3&4 0 3 8 8 5Rasulgarh 1 2 4 6 1

Jaydev vihar 0 0 7 5 12C .S PUR 0 2 3 4 15

Total 1 9 30 29 43

INTERPRETATION:


57/82



The rating given by 38% retailers is POOR which shows

that the retailers are not getting proper schemes and

discounts for Dabur Vatika Shampoo.

Credit facility provided by distributor

Credit facility provided

by distributor Excellent

Very

Good Good Fair Poor


Unit 3&4 0 4 8 5 7

Rasulgarh 2 2 3 4 2

Jaydev vihar 0 3 6 5 10

C. s pur 0 0 5 8 11

Total 3 14 32 27 33

INTERPRETATION:

The rating given by 33 retailers is POOR which shows that

the retailers are not getting credit while purchasing Dabur

Vatika Shampoo.

Quality of Sales Promotion/Schemes of Vatika

Frequency of SalesPromotion/Schemes Excellent

VeryGood Good Fair Poor

Saheed Nagar 0 1 7 8 8Unit 3&4 0 2 10 6 12Rasulgarh 1 4 3 2 2Jaydev vihar 0 0 10 6 8C.s pur 0 3 6 8 7Total 1 10 36 30 37

INTERPRETATION:


58/82



There should be clear and proper sales promotion when it

comes to promoting the Dabur Vatika Shampoo to the

customers as well as the retailers because there is a mixed

response towards it as 10 retailers rate the promotional

activities as very good,36 retailers rate it as Good,30

retailers rate as Fair and 37 as poor.

Attractiveness of Sales Promotion/Schemes

Attractiveness of SalesPromotion/Schemes Excellent



INTERPRETATION:

The sales promotion activities are not attractive to create

consumer purchase and generate traffic for Dabur Vatika

shampoo as 7 retailers rate the Attractiveness of Sales

Promotio n/Schemes is as very good, 36 retailers say

good and 33 say its fair , and 39 say poor.

Innovativeness of Sales Promotion/schemes

Innovativeness of SalesPromotion/schemes Excellent


Saheed nagar 0 2 8 7 9Unit 3&4 0 0 10 8 3Rasulgarh 1 2 3 4 4Jaydev vihar 0 0 10 4 10C.s pur 0 2 6 5 11Total 1 6 37 28 37

INTERPRETATION:


59/82



The sales promotion activities are not innovative to create

consumer purchase and generate traffic for Dabur Vatika

shampoo as 37 retailers rate the Innovativeness of Sales

Promotion/Schemes is a s good, 28 retailers say Fair and

37 say its poor .

Response to Competitors Schemes

Response toCompetitors Schemes Excellent


Saheed Nagar 0 2 8 6 10Unit 3&4 0 1 12 9 9Rasulgarh 0 3 4 5 2Jaydev vihar 0 0 5 5 14C.s pur 0 2 7 8 7TOTAL 0 8 36 33 42

INTERPRETATION:

The response of 42 retailers was POOR ,33 say FAIR,36

say GOOD and 8 VERY GOOD which implies that when

it comes to introduction of more schemes and immediate

response of Dabur towards the marketing activities and

strategies of competitor shampoo brands of HUL, P&G and

Garnier is NOT adequate.

Sufficient supply of stocks with Schemes/offers

Sufficient supply ofstocks withSchemes/offers Excellent



INTERPRETATION:


60/82



There is adequate supply of stocks with schemes/offers as

35 retailers rate the performance of stockiest of Dabur

Vatika shampoo as good and 39 retailers rated as POOR

which was inadequate.

Advertising & Merchandising

Adequacy of Advertising support

Adequacy of Advertisingsupport Excellent



Unit 3&4 0 1 11 13 5Rasulgarh 0 2 6 6 0Jaydev vihar 0 0 10 8 6C.s pur 0 2 7 10 5Total 0 7 42 49 18

INTERPRETATION:

The advertisements for Dabur Vatika Shampoo is fairly

adequate but not sufficient enough as 49 retailers rate it as

Fair while 42 rate it as Good in terms of adequacy.

Effectiveness of the advertising in increasing sales

Effectiveness of theadvertising inincreasing sales Excellent



Unit 3&4 0 1 8 16 5

Rasulgarh 0 2 3 9 0

Jaydev vihar 0 1 8 10 5

C.s pur 0 2 12 6 4

Total 0 8 41 55 16


61/82



INTERPRETATION:

The advertisements f or Dabur Vatika Shampoo are poor tovery good when it comes to increasing sales as 16

retailers rate it as poor and 8 retailers rate it as very

good .

Adequacy of shop-based material like posters, stickers,

danglers etc

Adequacy of shop-basedmaterial Excellent



INTERPRETATION:

There is insufficiency in shop-based materials as 33

retailers have responded Poor when it comes to shop -

based materials for Dabur Vatika Shampoo.

Quality of Media advertising

Quality of Mediaadvertising Excellent


Saheed Nagar 0 2 3 10 9Unit 3&4 0 0 5 12 13Rasulgarh 0 1 3 3 7Jaydev vihar 0 0 2 10 12C.s pur 0 0 3 6 15

Total 0 3 16 41 56


62/82



INTERPRETATION:

The quality of media adve rtisements is poor to fair as 56

ret ailers rated it as poor and 41 retailers rated it as Fair.

Frequency of merchandising

Frequency ofmerchandising Excellent


Saheed Nagar 0 3 6 5 15Unit 3&4 0 1 4 8 17Rasulgarh 0 2 3 2 7

Jaydev vihar 0 0 5 8 11C.s pur 0 0 3 8 13Total 0 6 21 31 63

INTERPRETATION:

There is merchandising problem for Vatika shampoo as the

63 retailers rate it as Poor

Quality of merchandising

Quality ofmerchandising Excellent


Saheed Nagar 0 2 4 8 12Unit 3&4 0 1 5 11 13Rasulgarh 0 1 3 2 8Jaydev vihar 0 0 2 10 12C.s pur 0 1 5 8 10

Total 0 5 19 39 55

INTERPRETATION:

The quality of merchandising for Vatika shampoo is also not

good as the 55 retailers rate it as Poor.


63/82



COMPETITOR ANALYSIS

Frequency of Sales Promotion/Schemes

RANKING Pantene H&S vatika

ClinicAllClear

ClinicPlus Sunsilk Dove

GarnierFructis

RANK 1 3 19 3 13 31 15 8 2RANK 2 9 18 1 22 16 14 6 3RANK 3 4 17 7 21 11 11 12 2

RANK 4 13 16 9 7 8 13 13 6RANK 5 21 13 10 14 11 11 8 3RANK 6 17 6 38 5 7 5 12 6RANK 7 19 5 16 2 12 9 10 11RANK 8 9 4 7 4 7 1 5 20

INTERPRETATION:

0

5

10

15

20

25

30

35

40

Pantene H&S vatika Clinic AllClear

Clinic Plus Sunsilk Dove GarnierFructis

RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6

RANK 7

RANK 8


64/82



From the interpretation of the data, we come to know that

Clinic plus and Clinic Allclear are on no.1 and no.2

respectively. Head & Shoulders, Sunsilk, Pantene are

ranked after them.

Dabur Vatika is ranked at no.6 that means it needs extra

effort to penetrate the market.

Attractiveness of Sales Promotion/Schemes


ClinicAllClear


GarnierFructis

RANK 13 19 3 11 30 13 7 2RANK 2 9 18 1 19 17 14 8 3

RANK 3 4 17 7 21 12 10 6 2RANK 4 13 16 9 7 8 11 10 6RANK 5 21 13 10 13 10 5 6 3RANK 6 17 6 38 4 7 6 11 6RANK 7 19 5 16 1 11 7 8 11RANK 8 9 4 7 2 7 3 5 20

INTERPRETATION:

05

10

152025303540

Attractiveness of SalesPromotion/Schemes

RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6

RANK 7

RANK 8


65/82




Clinic plus and Clinic Allclear are on no.1 and no.2

respectively. Head & Shoulders, Sunsilk, Pantene are

ranked after them.

Dabur Vatika is ranked at no.6 that means it needs more

attractive schemes and promotion to penetrate the market


RANKING Pantene H&S Vatika

Clinic

All

Clear

Clinic

Plus Sunsilk Dove

Garnier

Fructis

RANK 1 4 20 0 10 37 12 5 1

RANK 2 7 16 0 20 14 8 4 1

RANK 3 4 13 8 17 9 13 3 1

RANK 4 12 19 7 11 7 18 8 3

RANK 5 24 17 9 7 8 12 6 1

RANK 6 17 2 39 1 3 3 11 7

RANK 7 14 1 21 1 8 8 21 9

RANK 8 4 6 6 3 6 1 2 25

INTERPRETATION:

0

5

10

15

20

25

30




RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6

RANK 7

RANK 8


66/82




Clinic plus and Pantene are on no.1 and no.2

respectively.,H&S and Sunsilk are ranked after them.

Dabur Vatika is ranked at no.5 that means it needs to be

more innovative than its competitors in Sales

promotion/schemes.

Response to Competitors Schemes


Clinic

All

Clear

Clinic

Plus Sunsilk Dove

Garnier

Fructis

RANK 1 10 22 15 8 38 12 4 1

RANK 2 7 13 12 18 13 10 6 2

RANK 3 6 14 14 15 8 15 8 1

RANK 4 10 18 22 13 13 12 11 3

RANK 5 16 13 13 11 10 13 8 2

RANK 6 11 2 17 4 7 3 14 5

RANK 7 14 2 8 5 11 9 10 7

RANK 8 5 5 2 4 2 3 32

INTERPRETATION:

0510

152025303540

Response to Competitors SchemesRANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6

RANK 7


67/82




Clinic plus and Clinic allclear are on no.1 and no.2

respectively. Sunsilk, Head & Shoulders, Pantene are

ranked after them. Basically HUL & P&G are very good in

keeping their market share by responding quickly to other

competitor schemes.

Dabur Vatika is ranked at no.6 followed by Dove & Garnier

Fructis shampoo.

Sufficient supply of stocks with Schemes/offers

RANKING Pantene H&S VatikaClinicAll Clear


GarnierFructis

RANK 1 5 17 0 11 37 14 6 2

RANK 2 8 15 0 14 16 2 7 2

RANK 3 6 18 12 13 11 16 8 1

RANK 4 8 19 11 11 10 14 5 2

RANK 5 21 11 13 9 10 13 8 2RANK 6 17 9 31 6 11 5 11 3

RANK 7 18 4 16 3 2 6 13 8

RANK 8 3 2 12 7 3 3 2 19

0

10

20

30

40


ClinicPlus

Sunsilk Dove GarnierFructis

Sufficient supply of stocks withSchemes/offers

RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6

RANK 7


68/82



INTERPRETATION:


Clinic plus and Clinic allclear are on no.1 and no.2respectively.Head & Shoulders,sunsilk and Pantene are

ranked after them.

Dabur Vatika is ranked at no.6 that means it needs extra

effort to make the products with schemes/offers available in

the market.



ClinicAllClear


GarnierFructis

RANK 1 5 14 0 16 20 15 4 1RANK 2 7 23 0 15 8 13 10 1RANK 3 8 10 22 23 7 10 9RANK 4 20 12 15 7 10 9 6 4RANK 5 16 20 18 10 7 5 15 1RANK 6 15 10 21 11 6 11 5 11RANK 7 18 0 14 1 15 5 9 29RANK 8 5 0 4 0 20 7 5 34

INTERPRETATION:

0

10

20

30

40


RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6


69/82



When it comes to advertising Clinic plus and Head &

Shoulders are no.1 and no.2 respectively. Clinic all clear is

no.3 followed by Pantene, sunsilk and Dabur are on no.6

after that Garnier fructis and Dove ranked at 7 and 8

respectively.

Effectiveness of the advertising in increasing sales


Clinic

All

Clear

Clinic

Plus Sunsilk Dove

Garnier

Fructis

RANK 1 5 12 0 13 20 15 5 1

RANK 2 8 25 0 12 8 14 7 1

RANK 3 9 10 10 12 7 16 12 1

RANK 4 21 16 17 10 13 9 7 3

RANK 5 18 20 13 17 11 5 16 1

RANK 6 16 14 18 8 9 4 1 11

RANK 7 11 3 22 7 13 10 11 15

RANK 8 4 0 19 1 17 4 8 14

INTERPRETATION:

0

5

10

15

20

25

30



Effectiveness of the advertising in increasingsales

RANK 1

RANK 2

RANK 3

RANK 4RANK 5

RANK 6

RANK 7

RANK 8


70/82



When it comes to advertising Clinic plus and Head &

Shoulders are no.1 and no.2 respectively. Sunsilk is no.3

followed by Pantene and Dove. Dabur Vatika(no.6), Garnier

Fructis and Clinic all Clear in other positions. The

advertising of Dabur Vatika is not able to communicate to

its target market.

Adequacy of shop-based material like posters, stickers,

danglers etc


Clinic

All

Clear

Clinic

Plus Sunsilk Dove

Garnier

Fructis

RANK 1 3 19 3 13 31 15 8 2

RANK 2 9 18 1 22 16 14 6 3

RANK 3 4 17 7 21 11 11 12 2

RANK 4 13 16 9 7 8 13 13 6

RANK 5 21 13 10 14 11 11 8 3

RANK 6 17 6 38 5 7 5 12 6RANK 7 19 5 16 2 12 9 10 11

RANK 8 9 4 7 4 7 1 5 20

INTERPRETATION:

0

5

10

15

20

2530

35

40

Pantene H&S vatika ClinicAll Clear

ClinicPlus

Sunsilk Dove GarnierFructis

RANK 1

RANK 2RANK 3

RANK 4

RANK 5

RANK 6

RANK 7

RANK 8


71/82



From the interpretation of the data, we come to know that Clinic Plus and

Clinic allclear are on no.1 and no.2 respectively.Head &

Shoulders and Sunsilk are ranked after them.Pantene is

ranked at no.5 followed by Dabur Vatika which is ranked at

no.6 that means it needs to give effort towards more POP

Displays in the retail outlets.Dove & Garnier are no.7 and

no.8 respectively.



ClinicAllClear


GarnierFructis

RANK 1 8 12 1 10 15 11 4 1

RANK 2 9 30 3 18 12 17 6 1

RANK 3 12 16 17 20 3 13 7 2

RANK 4 21 12 11 10 4 11 5 3

RANK 5 20 9 21 7 6 2 11 2

RANK 6 7 8 20 4 9 9 10 5

RANK 7 12 8 13 3 22 1 12 10RANK 8 3 8 30 2 10 25

INTERPRETATION:

010203040


RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6


72/82



When it comes to advertising Clinic Plus and Head &

Shoulders are no.1 and no.2 respectively. Clinic all clear is

no.3 followed by Pantene, Dabur Vatika, Dove, Garnier

Fructis and Sunsilk in other positions.

The quality of media advertising of Dabur Vatika is at no.5

which can be improved.



Clinic

AllClear


GarnierFructis

RANK 1 4 12 1 12 13 10 4 2

RANK 2 12 16 1 13 9 12 8

RANK 3 7 11 7 16 10 9 10 1

RANK 4 9 23 10 14 9 14 7 1

RANK 5 19 12 13 8 12 15 10 2

RANK 6 12 5 19 1 14 8 4 3

RANK 7 10 17 3 20 6 3 6

RANK 8 1 6 6 2 1 32

INTERPRETATION:

0

5

1015

20

25

30

35


RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6

RANK 7

RANK 8


73/82




Sunsilk and Clinic allclear are on no.1 and no.2

respectively. Dove, Head & Shoulders, Pantene are ranked

after them. Dabur Vatika is ranked at no.6 that means it

needs to give maintain more merchandising activities at the

retail outlets. Clinic plus & Garnier are no.7 and no.8

respectively.



ClinicAllClear


GarnierFructis

RANK 1 2 10 1 15 18 15 4 2

RANK 2 10 15 1 11 4 13 8

RANK 3 11 8 4 14 8 10 10 1

RANK 4 8 7 7 6 6 11 7 1

RANK 5 12 10 12 4 7 9 2

RANK 6 12 5 20 2 13 8 6 4

RANK 7 10 6 18 3 15 8 11 9RANK 8 1 8 15 6 2 1 25

05

1015202530


RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK 6

RANK 7


74/82



INTERPRETATION:

From the interpretation of the data, we come to know thatClinic Plus and H&S are on no.1 and no.2

respectively.Clinic all clear , sunsilk, Pantene are ranked

after them. Dabur Vatika is ranked at no.7 that means it

needs to provide high quality merchandising at par with its

other competitors at the retail outlets.Garnier is at no.8

respectively.


75/82



FINDINGs


76/82



During the survey it was found that the availability of

Dabur Vatika shampoo (in lari) was less as compared

to other competitor brands. The visibility of Dabur Vatika shampoo (in lari) was

also not good in most of the retail outlets. All the variants Dabur Vatika Shampoo (sachets) are

not properly merchandised. The retailers not satisfied with the credit system. They

want more credit days for the payment. We found that in some of the retail outlet which are

located in the interior dont get the adequate and

frequent supply of the Dabur product. The profit margin on Dabur Vatika shampoo (sachets)

is less as compared to other competitor brands. The frequency of consumer sales promotion and

retailer sales promotions is not upto the mark. The retailers are not satisfied with the damage

settlement of Dabur Vatika shampoo done by the

stockiest. The retailers responded negatively when it came to

marketing and promotional activities of Dabur Vatika

shampoo with respect to other competitor brands. In some of the store we found that retailers are

complaining about the behavior of the sales person as

they are saying that they will supply the Dabur

products only when if the purchase more than 5000 at

a time.


77/82



There are 10 outlets are covered indirectly through

wholesalers. There are 10 outlets using self managed transportation

to get their required products from the nearer market.

RECOMMENDATIONS The availability and visibility of a product should be

emphasized.

Better distribution channel should be maintained.

Company should introduce sales promotion schemes

like free weight, contest, free gifts trials, offers etc and

consider more below the line promotion for Bhiwandi.

A proper feedback mechanism should be established

so that feedback from consumer & retailers should be

taken and implemented. There should be incentives for merchandisers for every

display they enroll. Selection of skilled and trained salesman affects the

sales. Right on time concept is very important in the FMCG

Industry because in the absence of it retailers

purchase other company products. Frequency of advertisement should be increased to

make the consumer familiar to products. Promote Vatika anti-dandruff variants- so that it will

compete with the Head & shoulder and Cilinic all

Clear.


78/82



Consumers have strong perception and belief about

the Ayurvedic nature of the Dabur, so that company

should come with the Ayurvedic concept Shampoo to

harness that segment of the consumer.


79/82



CONCLUSION


80/82



In the era of the tough competition in FMCG market. Themajor sales and distribution make the product available and

visible in the marketing effective coverage play a vital role

for sustain or make the product growing.

So, in my project as Dabur is already having a very good

distribution network in the market. It should focus on new

strategies product like Vatika . Vatika goal can be achievedefficiently and effectively distribution system.


81/82



BIBLIOGRAPHY


82/82


Websites

www.google.com www.dabur.com www.business-standard.com www.wikipedia.com

www.marketresearch.com www.timesofindia.com
http://www.google.com/http://www.google.com/http://www.dabur.com/http://www.dabur.com/http://www.business-standard.com/http://www.business-standard.com/http://www.wikipedia.com/http://www.marketresearch.com/http://www.marketresearch.com/http://www.timesofindia.com/http://www.timesofindia.com/http://www.timesofindia.com/http://www.marketresearch.com/http://www.wikipedia.com/http://www.business-standard.com/http://www.dabur.com/http://www.google.com/

dabur+vatika+shampoo+project.docx1

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