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Dabur Hajmola

About Dabur
Dabur, today one of the largest FMCG companies in India, was started by the Burman family in 1884 in Kolkata (West Bengal).With a legacy of 120 years built on attributes of quality and trust, Dabur has proven its expertise in the fields of health care, personal care, Homecare and Foods. The business based on the vision of founder Dr S K Burman - "What is life that cannot bring comfort to others", started as a small pharmacy selling healthcare products. Two decades later the company entered the specialized area of Ayurvedic medicines and branded its products. With growing demand, Dabur shifted its operations to Delhi in 1972 and a few years later set up full-fledged research operations in healthcare. In the early 1990s, with the economy opening up, the company identified various investment opportunities to accelerate its growth. The management also realized the importance of scaling up its operations and decided to go public during mid-nineties. It is during this time that the company also decided to professionalize its operations by curtailing the role of the promoter family and inducting professionals from outside to take charge. Subsequently in 1996, Dabur India set up its own foods division - Dabur Foods, as wholly owned subsidiary of Dabur India. The company, headquartered in Ghaziabad, Uttar Pradesh, is today listed on Indian stock exchanges and commands a valuation of over US$ 1.5 billion. Operating through various business divisions supported by manufacturing presence spread in India and overseas, the company has been ranked amongst the Best under a Billion list by Forbes. The company has over 12 manufacturing units in India & abroad. The international facilities are located in Nepal, Dubai, Bangladesh, Egypt and Nigeria. Three of the facilities in India are strategically located in excise duty free zones - Rudrapur (Uttaranchal), Baddi (Himachal Pradesh) and Jammu.With the acquisition of Balsara, Dabur now has additional facilities at Baddi & Silvassa (Dadar & Nagar Haveli).The company has a multifruit processing plant at Siliguri (West Bengal) for production of pulp and concentrates.This is a step taken by the company towards backward integration by locating this facility in proximity to its juice plant in Nepal. Dabur Foods, the subsidiary of Dabur India has also recently acquired a fruit juice plant in Jaipur (Rajasthan).

Dabur Hajmola

Dabur Hajmola The pie-chart below shows the contribution of different product categories to the Customer Health Division (CHD) of Dabur. According to the chart, maximum contribution is made by Hair Care products followed by Oral Care products and Health Supplements. Digestive and Confectionary products contribute 10% of total contribution in CHD of Dabur and least contribution is made by Home Care products.

Dabur Hajmola

The Product under Study


The product for our study is Dabur Hajmola. We have considered the following varients under the brand name of Dabur Hajmola. 1. Hajmola Tablets Originally Ayurvedic digestive medicine. First to be branded as a product. Mix of traditional Indian culinary herbs, spices and edible salts. Health Benefits - Eases condition of flatulence - Controls Dyspepsia - Increases appetite - Helps in proper digestion and relieves indigestion Usage Can be taken at any time of the day. Chewing slowly improves the taste. Recommended Dose Adults and elderly: 1 - 2 tablets Children: 1 tablet Overdose Caution Hajmola Tablets taken in large dose can cause irritation in the stomach. Storage: Keep in a cool, dark place. 2. Hajmola Candy: The zingy tangy candy that's fun to have any time of the day. And what's more, it gets your digestive juices working better. That's a great way to enjoy while staying healthy with Hajmola Candy's khatta meetha taste and 4 fun-filled flavours.

Dabur Hajmola 3. Hajmola Candy Fun2: Hajmola Candy brings in an innovative and exciting offering in the confectionary categoryHajmola Fun2Candy. A centre filled candy 2 times masty and 2 times the taste.

4. Hajmola Mast Masala:

Hajmola Mast Masala is a chaat masala with dual benefit. It has a chatpata taste with the benefits of good digestive element.

5. Hajmola Yumstick
Hajmola Yumstick has a yummy taste of Aam and Imli in a convenient stick format. It contains mango pulp, imli pulp, mixed spices and citric acid.

Dabur Hajmola 6. Hajmola Anardana: Hajmola Anardana Churan, with its unique chatpata taste and do good properties, is the first branded churan in the market.

Dabur Hajmola

Competition Analysis
As a part of our project we will be taking into account various players in Digestive and Confectionary (Hard-boiled Candies) market. Following table shows the players along with their Brands and product variants that are taken for consideration. S. No. Name of the organization 1. Dabur Brand Hajmola Digestive tablets Hajmola Candy Product Varients Imli, Awaleha Albela Aam, Chulbuli Imli, Pangebaaz Pineapple, Rangeela Santra Peech, Green, Mango, Litchi Churn and tablets Albelu Imli -

Hajmola Fun 2 Candy 2. 3. 4. 5. 6. 7. 8. S.S.G. Pharma Anil Foods Hamdard Poddar Alka Ayurvedic Pvt. Ltd. ITC Divya Pharmacy Hajmola Anardana Satmola Digestive tablets Kaccha Aam Jaljeera Chatmola Jeeragol Candy Pachnol Gasgo Pachmolla Khatmolla Canyman Pachak Anardana

**Dabur has products- Hajmola Mast Masala and Hajmola Yumstick but as they are not available in Gurgaon so we have not taken it into consideration. Major Competitors: 1. 2. 3. 4. ITC S.S.G. Pharma Divya Pharmacy Anil Foods

Dabur Hajmola

SWOT ANALYSIS OF DABUR


STRENGTHS:
A very rich base of traditional knowledge in therapeutics i.e. Ayurveda, Sidha & Unani. Well developed engineering base to produce wide range of pharmaceutical equipment and machinery. Successful experience in innovative process chemistry. Relatively low priced products. High quality products. Strong Product Adaptation. Strong Media and Advertising Management. Modern Trade Management. Distributions reach of 1.8 million retail outlets. Agronomy initiative to ensure supply of rare medicinal herbs.

WEAKNESSES:
Sub-critical R&D investments. Lack of innovative R&D culture in industry. Poor networking among constituents in the innovation chain. Inadequate trained manpower in emerging areas.

OPPORTUNITIES:
Due to rising costs of R&D overseas, greater tendency towards outsourcing and networking. Expertise to blend knowledge of traditional medicines with modern science. Potential for clinical research and initiating clinical trials. Opportunity to improve quality standards. Consumers moving up the valuechain.

THREATS:
Inability to cope-up with the rapidly changing new discovery technologies and processes at the global level. Rapidly changing standards of quality and manufacturing at the international level. Lack of clearly articulated and facilitative national IPR policies. Lack of strategy to bring convergence between aspirations of the `small and `big players. Distortion in priority and public concern on health & Pharma issues. Reducing tariff levels and dumping can be a threat to survival of products and industry. Rising demand of the Ayurvedic products of prospective competitor i.e. Divya Pharmacy.

Retail Survey Analysis


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Dabur Hajmola

Our survey analysis gave us the following results in various segments.

Market Share: This helped in finding the market share of Dabur Hajmola with respect
to other players and the market share of various variants of Dabur Hajmola. Market Share of Dabur Hajmola (Competition-wise) This pie chart shows Market Share of Dabur Hajmola the competition that 0% Dabur is facing from 1% the other major 5% 1% players existing in the Dabur industry. The closest ITC competitor of Dabur S.S.G. Pharma is ITC and S.S.G. Divya Pharmacy Pharma, Divya Anil Foods Pharmacy and Anil Foods are other competitors. The 93% chart clearly shows that Dabur is the market leader with 93% share in Digestive and Confectionary (hard- boiled candies) industry.

Distribution of market share of Dabur Hajmola among its varients This chart shows the distribution of market share of Dabur Hajmola among its variants. Hajmola tablets have the 3% 4% maximum share follwed by Hajmola Candy. Thus Hajmola Tablets 47% maximum revenue of Hajmola Candy Dabur Hajmola in Hajmola Fun 2 Candy Gurgaon comes from Hajmola Anardana 46% Hajmola tablets and Candy with 47 percent and 46 percent of total revenue respectively.Hajmola Fun2Candy and Hajmola Anardana contribute about 3 percent and 4 percent respectively of total revenue. Market Share of Dabur Hajmola (Area-wise)
Diatribution of Market Share of Dabur Hajmola among its varients

Dabur Hajmola

The

Distribution of Dabur Hajmola (Area-wise)

2%2%

8%

16% Old Gurgaon ( Palam Vihar Sector 14 Sector 4-5 South City 72%

above chart shows the area wise distribution of Dabur Hajmola which we got from the survey. Maximum contribution is made by Palam Vihar i.e. 72% followed by Old Gurgaon area which contributes 16% of total revenue. This is because maximum number of shops and stores are located in Palam Vihar. Least contribution is made by Sector 4, 5 and 14.

Market Share of Dabur Hajmola (Zone-wise) Distribution of Dabur Hajmola (Zone-wise) We have also Segmented total Gurgaon in four zones and have tried to find out the contribution of each zone in the total revenue of Dabur Hajmola from Gurgaon. The chart clearly shows that maximum revenue comes from North zone followed by East zone. This is because of the fact that north zone has the maximum number of stores and shops penetration as compared to any other zone.

18%

2%

8% East Zone South Zone North Zone West Zone

72%

Market share of Dabur Hajmola ( On the basis of type of outlet it is available in)

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Dabur Hajmola

Availability of Dabur Hajmola

Departmental Store
2% 2% 2% 2%

Medical Store
24%

General Store Kirana Shops Bakery Shops Sweets Ssops

48%

20%

Canteen of Institutes

According to this pie-chart, maximum quantities of Dabur Hajmola in Gurgaon sell through General Stores followed by Departmental Stores and Medical Stores. The quantity of Dabur Hajmola sold by each General Store is less as compared to the Departmental Store but as they are many in numbers their contribution is highest in the total quantities sold of Dabur Hajmola from Gurgaon. The Kirana Sops, Bakery Shops, Sweets Shops and Canteens contribute about 2 percent of total quantities sold as they are very few in number.

PRODUCT/MARKET PROFITABILITY

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Dabur Hajmola

Profit Impact of Market Studies (PIMS) research has shown that there is a clear relationship between profitability, market share, and product quality. Here we consider quality of all aspects of your offer. If customers perceive the offering as being of higher quality, they are prepared to pay more for it. This matrix displays this relationship. 40% ROI: High Market Share High Product Quality Your offering is in the best quadrant. Companies which are able to combine high product quality with high market share average around 40 percent return on investment. **Dabur Hajmola also lies in this quadrant with 93% of market share and offering high product quality. 20% ROI: High Market Share Low Product Quality Your offering is in the quadrant that averages about 20 percent return on investment. These profits probably result from low costs as a result of economies of scale made possible by the high market share. Products in this quadrant are often oriented to a mass

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Dabur Hajmola market and are generally quite difficult to differentiate. The principle criterion for purchase is price. 20% ROI: Low Market Share High Product Quality Your offering is in the group that averages a 20 percent return on investment. Although you have a low market share, customers are willing to pay a higher price for the product. **Divya Pharmacy lies in this quadrant, though its market share is initially low but it is offering high quality products with Ayurvedic ingredients and is a prospective threat to Dabur Hajmola. Low Return: Low Market Share Low Product Quality Your offering is in the quadrant where profitability is generally very low. Both market share and product quality are below average. Companies in this quadrant generally consider withdrawing their offering and making investments elsewhere. **S.S.G.Pharma competitor of Dabur Hajmola lies in this quadrant with 1% market share and offering low quality as compared to Hajmola.

COMPETITIVE ADVANTAGE
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Dabur Hajmola

This matrix examines how an organization might gain a competitive advantage. It measures relative costs and the degree to which the organization can differentiate its products/services from those of its competitors. Maintain Specialty: Differentiation: High Relative costs: High Indicates a specialty company that markets unique products at premium price. Outstanding Success: Differentiation: High Relative Costs: Low Outstanding opportunity for success. Freedom to compete at any price. **Daburs Hajmola lies in this quadrant where it provides vast customer base with relatively low costs but high product differentiation through high quality. Hope for Growth Market: Differentiation: Low Relative costs: High You have high costs and a commodity type of product. The only hope for success is rapid growth of the market. Maintain Cost Advantage: Differentiation: Low Relative costs: Low Your products or services are much like your competitors'. If you can maintain your cost advantage, you can compete well as the lowest cost producer.

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Dabur Hajmola

Consumer Survey Analysis


The Customer survey included a question which inquired about the factors that influence the consumers to make a decision on which brand of Digestive tablet and Candies they wished to buy. This reflects the pre-purchase decision making of the consumer before the actual point of purchase. The trends reflected are summarized in the following chart: Factors Influencing Customers Purchase Decision
30% 25% 20% 15% 10% 5% 0% 25% 16% 15% 12%

10%

6%

6%

10%

Series1

Advertising

Main Ingredients

Interpretations: 1. 25 percent of the customers are influenced by the main ingredient Dabur Hajmola contains. The traditional Indian Culinary mix of herbs and spices it contains, helps in easing condition of flatulence, Controlling Dyspepsia, and increasing appetite. It also helps in proper digestion and relieves indigestion. 2. Brand trust is a major factor that affects consumers buying patterns. Thus a brand with a high trust value for an individual consumer is a major factor to influencing consumer buying and comes only after the Main ingredients on 16% of the consumers priority list. 3. 15 percent of the consumers are influenced by the taste of Dabur Hajmola. The zingy and tangy taste of Dabur Hajmola influence them to purchase it vis- a- vis its competition. 4. Customers having Celebrity Endorsement (6%) , Advertisement (6% of the customers) and Easy Availability (10% of the customers) were among the least counted factors that accounted for the purchase of a particular brand of Digestive tablets and candies.

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Celebrity Endorsement

Easy Availability

Taste

Brand

Price

Packaging

Dabur Hajmola Brand Loyalty towards Dabur The questionare tried to query the customers of Dabur Hajmola about their response if they were to not get Dabur Hajmola at their Shop of purchase. The options were helpful in giving us a better insight to the brand loyalty among the customers. The first option of buying another brand was to see if the customer was indifferent among the various brands available in the market. The second option of going to another shop to purchase the Dabur product showed a high level of brand loyalty but low level of shop loyalty. If the customer chose to postpone his/her purchase of the product to a later date, it showed a higher level of brand as well as shop loyalty. Dabur has a high brand loyalty among its consumers. Only 6% of its customers responded with the option which showed low brand loyalty.

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Dabur Hajmola

PRODUCT LIFE CYCLE/CUSTOMERS LOYALTY

This chart illustrates the value of customer loyalty in markets with different levels of growth. Develop Loyalty: High Market Growth Low Customer Loyalty There are clear long term advantages to developing customer loyalty in this quadrant. Your actions should be focused at the efforts required to secure this loyalty. **S.S.G Pharmas products lies in this quadrant with only 1% market share and low customer loyalty and customers are high switchers. Maintain Loyalty: High Market Growth High Customer Loyalty This quadrant indicates success. You should be reaping the rewards of customer loyalty. However, you should continue to work to maintain that loyalty. You should not be complacent. **Dabur Hajmola lies in this category with only 6% customers with low brand loyalty. **Divya Pharmacys products lies in this quadrant with only 1% market share but high customer loyalty and its customers are hard core loyals.

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Dabur Hajmola Specialist Company: Low Market Growth Low Customer Loyalty The low market growth makes it questionable for you to spend resources in building customer loyalty. If you are a specialist company or are in the embryonic stage of a market, your efforts may be justified. Try Not to Lose It: Low Market Growth High Customer Loyalty Some customers are very loyal to their suppliers. If you have developed their trust and support, even in a low-growth market, take care not to do anything to lose that loyalty. The market is probably mature, so do not overspend in this environment.

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Dabur Hajmola

TENDENCY TO BUY

Buying decisions are influenced by many factors. Two of the most important factors are the nature of the product itself and the extent to which the customer knows and trusts the supplier. This chart illustrates the relationship between these factors as it relates to you and your competitors. Promotion: Well known company Me-too Product Your company is well known but your product offers little differential advantage over its competition. The success you can expect will depend largely on your skills in sales and your efforts in the general promotion of your product. **Daburs Hajmola lies in this quadrant as the company is well established and has aggressive advertising strategies with focus on brand endorsements combined with high and effective sales promotion strategies. You Have It Made: Well known company Unique Product This quadrant implies success. Most of your customers rebuy from you most of the time if you fall into this category. **This quadrant is the aspiring and most sought after segment for most products and for Daburs Hajmola also, to have a unique identity in customers mind. 19

Dabur Hajmola

Focused Differentiation: Unknown company Me-Too Product Most customers will not buy from you. Your best chance for survival is to differentiate your product to make it attractive for some subgroup of customers. It is going to be difficult. Advertising: Unknown company Unique Product Customers are suspicious about dealing with companies which are unknown even if they have superior products. Your success depends on the impact that sales and advertising make on your image. Your must focus your efforts in these areas of marketing to be successful. **Divya Pharmacys products lie in this particular quadrant, though it offers unique products but is not aggressive advertiser.

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Dabur Hajmola

Present Performance Of Dabur Hajmola


Present performance of Dabur Hajmola on 4Ps of marketing On the basis of Retail Audit and retailers response we have tried to analyze the present performance of Dabur hajmola on 4 Ps of marketing. PRODUCT Dabur Hajmola has a very broad product line which includes Dabur Hajmola digestive tablets, Hajmola Candy, Hajmola Mast Masala, Hajmola Anardana, and Hajmola Yumstick. Dabur Hajmola offers various new and innovative variants in its product line. Its candies are available in many flavours- aam, imli, pineapple, litchi, etc. Dabur Hajmola is famous for its traditional Indian Culinary mix of herbs and spices that helps in easing condition of flatulence, Controlling Dyspepsia, and increasing appetite. It also helps in proper digestion and relieves indigestion.

PRICE Dabur Hajmola is a low-priced product. Dabur Hajmola tablets are preferred by consumers of all age groups and consumers belonging to 35 plus age group consume it on daily basis. Dabur Hajmola Candy and Yumstick if famous among children as it is low-priced and can be bought in quantities with their pocket money.

PROMOTION Dabur Hajmola has different promotional strategies for its different products. Dabur Hajmola Tablets are promoted on Health platform as an Ayurvedic and Digestive tablets. Dabur Hajmola Candy, Yumstick and Anardana are promoted on Taste platform as zingy and tangy products. Dabur Hajmola Mast Masala is being promoted on dual-benefit i.e. Digestive and Tasty. The company uses Amitabh Bachchan as its brand ambassador and tries to cash in on his popularity. Promotion on mass media such as television is done by the company centrally. 21

Dabur Hajmola

PLACE Dabur Hajmolaa Supply Chain Flow Chart

The various products of Dabur Hajmola are moved from its manufacturing location to Carry & Forward Agents (C&F Agents), Mother Depots, Institutions and Export Customers. The Mother Depots then distribute it to various C&F Agents who thereafter distribute them to various distributors. From these distributors it goes to retailers. The distribution channels followed are of 4 types: 1. 3-level distribution channel: Manufacturing locationC&F AgentsDistributorsRetailersCustomers. 2. 4-level distribution channel: Manufacturing locationMother DepotsC&F Agents Distributors CustomersRetailers 3. One-level distribution channel: Manufacturing locationInstitutionsCustomers 4. Zero level distribution channel: Manufacturing locationExport Customers Dabur Hajmola tablets and Hajmola Candy have a very strong distribution in Gurgaon but its other brands viz. Hajmola Mast Masala and Yumstick are not at all

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Dabur Hajmola available in Gurgaon. Hajmola Anardana and Hajmola Fun2Candy are somewhat weak in their distribution.

BCG Matrix

Dabur Hajmola has High Business Growth and High Market Share and hence has a Star position. It has 93% market Share and therefore we can increase its market size by devising appropriate strategies. As it is market leader it needs to strengthen its position in the market. All the competitors of Dabur Hajmola are at the position of Question Marks as the Business Growth is high but their Relative Market Share is low.

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Dabur Hajmola

STRATEGIES FOR INCREASING MARKET SIZE


PRODUCT Providing new variants of Dabur Hajmola Tablets in form of new flavors, namely Tablets with Aijwan & Black Salt as ingredients. These offerings would be unique for Dabur Hajmola and can boost its stagnant growth in the Digestive segment. We are planning to introduce Dabur Hajmola Amla Candy. These candies will help in blood purification, improving the eye sight, hair strengthening and proper digestion. These will be targeted towards consumers in the age group of 35 and above. Dabur Hajmola Anardana will be supplied in the form of small sachets.

PRICE Dabur Hajmola Anardana sachets will be priced at Re. 1 per sachet. Dabur Hajmola Amla Candy will be provided in pack size of 500 gms priced at Rs. 50 and 1 kg priced at Rs. 95. Dabur Hajmola Tablets in the flavours of Aijwain and Black Salt will be priced at Rs. 20 for 110 tablets.

PLACE Provided as a replacement or complement with mouth refreshments in restaurants/food chains. Restaurant owners can be provided with commission after setting off profit margins of the company. Can be placed at Counters in Showrooms/Malls. Counters mean the cash or delivery counters. The target segment for this strategy is children above 4 years. The heights of these counters should not be more than 3 fts. , so as to be within the reach of children. Provided to licensed Ice-Cream Vendors. These licensed Ice-Cream Vendors are present in every nook and corners of the country, thus can reach the target 24

Dabur Hajmola segment of Hajmola Candy i.e. children. These vendors can be hired on commission basis directly or through particular Ice-Cream manufacturing companies. Supplied to Low cost Airlines/Railway Catering Agencies. Dabur Hajmola can enter into strategic alliance with Indian Railways or with various Zonal Railways catering services to supply Hajmola after the meals as a digestive tablet. The distribution of some products of Dabur Hajmola viz. Hajmola Mast Masala and Hajmola Yumstick is very weak. Therefore, we are planning to enhance its shelf space by providing prompt delivery to the retailers.

PROMOTION Children are a primary next focus for the company and it needs to channelise adequate promotion focus through such media as Cartoon Channel and other children related programmes. Endorsements by health care professionals. Dabur Hajmola to promote its Digestive segment can engage its products to be endorsed by health care professionals, as customers can trust these professionals due to their profession and experience

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Dabur Hajmola

Conclusion
All these plans have been prepared taking into consideration our test market- Gurgaon. And once successful it can be reconsidered and launched on the national and international stage. We would like to inform you that while preparing all these plans we have tried to consider every nook and corner and have left no stone unturned. But still our strategy is open to change if required. These strategies will be rolled out in a phased manner as in requirement with our short term and long term objectives. All the strategies should be implemented in a phased manner keeping both long term and short term objectives in mind.

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Dabur Hajmola

DISCLAIMER
The results of this report are based on the survey conducted by our team in Gurgaon city. These findings may vary at individual or organizational basis. This report is prepared strictly for academic purpose. Institute or students will not be held responsible for any damage or loss to the company due to this report.

BIBLIOGRAPHY
www.cbronline.com, accessed on December 30, 2006. www.greenfielders.com, accessed on January 5, 2007. www.kslindia.com and www.kslinvestor.com, accessed on January5, 2007. www.dabur.com Research Paper on A REPORT ON DABUR CHYAWANPRASH INDUSTRY, COMPETITORS & CUSTOMERS by students of Xavier Institute of management, Bhubneshwar. Jyothi Datta, P.T., Dabur Upbeat on Growth Strategy, The Hindu Business Line Internet Edition, http://blonnet.com/2002/02/13/stories/2002021301930400.htm, 12th Feb 2002 Kaul, Pummy, (2000) Dabur Honey Now in a Trendy Squeezee Pack, Financial Express Online Edition, http://www.financialexpress.com/fe/daily/20000705/fst05020.html 5th July Management Discussion and Review, Dabur India Limited, www.dabur.com/Management%20Review2000.pdf Philip Kotler, Marketing Management Ramaswamy and Namakumari, Marketing Management Rajan Saxena, Marketing Management

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