MARKET SHARE OF DABUR HONEY

A Major Project Report

Submitted In Partial Fulfillment Of The Requirements For BBA

(Banking & Insurance) Semester VI Programme Of G.G.S
Indraprastha University, Delhi.

Submitted By
ARUN SANDHU
BBA (gen) 6TH sem
Enrl.No: 0761241708

DELHI INSTITUTE OF RURAL DEVELOPMENT

NANGLI PUNA, DELHI -36
 CERTIFICATE

This is to certify that Mr. ARUN SANDHU student

of Delhi Institute of Rural Development has
completed the project work titled “MARKET
SHARE OF DABUR HONEY” in partial fulfillment
of requirement for the completition of BBA (Gen)
course as prescribed by IP UNIVERSITY.

This project report is the record of authentic work

carried out by him. He has worked under my
guidance.

(………………………………)
Project guide (internal) and
Faculty
DIRD
 DECLARATION

I, Arun Sandhu of Delhi Institute of Rural Development here by declare that

this project report entitled has been carried out by me under the able guidance
of Mr……………………………………

This information submitted is true and original to the best of my knowledge.

This study report has not been submitted to any other institution or university
for the award or any other degree. The roject is being submitted in partial
fulfillment for the award of

“Bachelor of Business Administration IP UNVERSITY, DELHI “

(ARUN SANDHU)
BBA (Gen)
5th Sem
Enrollment no. 0761241708
 CONTENTS

• Acknowledgement

• Introduction

• Company Profile

• Product Profile

• Research Objective

• Marketing Research

• Research Methodology

• Findings & Analysis

• Conclusion

• Suggestions & Recommendations

• Bibliography

• Questionnaire
 ACKNOWLEDGEMENT

I take the opportunity to express my gratitude to all of them

who in more or other way helped me to accomplish this
challenging project in Dabur. No amount of written expression is
sufficient to show my deepest sense of gratitude to them.

I wish to express my heartfelt thanks to

Mr.............................................. for their cooperation and guidance
in successful completion of the assigned project.

In the part of my study curriculum and in-class guidance in

am indebt to all my faculties who has shared their knowledge and
strengthen my conceptual framework in all the subjects I have
gone through in this MBA Course. Without their guidance it would
not be any possible to design any strategic plan or taking any
strategic decisions. The project has given me a full exposure of the
theoretical part which has been effectively followed in the practical
part in an organization.

Last but definitely not the least my gratitude goes to my

Mother and my Father for believing in me.
 INTRODUCTION
“What is that life worth which can not
bring comfort to others”.
Dr. S.K. Burman (1856-1907)
(The founder of Dabur)
A VISION TURNS A REALITY:
More than a century ago a young Indian doctor started with a
vision to provide innovative and affordable healthcare products for
Indian masses. Thus was born an organisation, today known as
“Dabur India Limited”.

From the small dispensary in Calcutta in 1884, the organisation has

today grown into a corporation having significant presence in health and
personal care markets in India and abroad with more than 100 years of
understanding of consumer needs and ability it provides safe solutions
from a deep understanding of Ayurveda, Dabur has sets its vision to
strive for providing good health and well being to every household
through its ten productions bases spread across India manufacturing a
range of herbal, health and personal care products, foods Ayurvedic
medicines and pharmaceuticals. Dabur products are also manufactured in
Nepal, Egypt and Dubai. An ontological parental facility has just been
established in the U.K.

The company is served by a strong distribution network of

C&F agents and distributors that ensures the presence of Dabur
products in over 1.5 million retail outlets. At Dabur, key to our
growth is knowledge of nature, which provides the basis, and use
of modern research tools for superior understanding of this
knowledge for providing continuos innovation. Innovation in
products, processes and method will drive Dabur to global
leadership in health and personal care products.
 DABUR
COMPANY PROFILE

Dabur India Limited, established in 1884, is one of the

oldest health and personal care companies of India. This young
man, Dr. S.K. Burman, laid the foundation of what is today known
as "Dabur India limited". From a humble beginning in 1884, as a
manufacturer of traditional medicine in Calcutta, Dabur has come
along way to become a multi-facet, multi- locational and multi-
product modern Indian corporation with a global presence. It now
enjoys the distinction of being the largest Indian F.M.C.G.
company and is poised to become a true Indian multinational. The
phenomenal progress has been many milestones, some of which
are mentioned below:–
.
• 1884- Dr. S.K. Burman lays the foundation of what is today
known as Dabur India Limited. Starting from a small shop in
Calcutta, he began a direct mailing system to send his
medicines to even the smallest of villages in Bengal. The brand
name Dabur is derived from the words ‘Da’ for Daktar or doctor
and ‘bur’ from Burman.

• 1896- As the demand for Dabur products grows, Dr. Burman

feels the need for mass production of some of his medicines.
He sets up a small manufacturing plant at Garhia near Calcutta.
Early 1900s- The next generation of Burmans take a conscious
decision to enter the Ayurvedic medicines market, as they believe
that it is only through Ayurveda that the healthcare needs of poor
Indians can be met.

1919- The search for processes to suit mass production of

Ayurvedic medicines without compromising on basic Ayurvedic
principles leads to the setting up of the first Researh &
Development laboratory at Dabur. This initiates a painstaking
study of Ayurvedic medicines as mentioned in age-old scriptures,
their manufacturing processes and how to utilize modern
equipment to manufacture these medicines without reducing the
efficacy of these drugs.

1920s- A manufacturing facility for Ayurvedic Medicines is set up

at Narendrapur and Daburgram. Dabur expands its distribution
network to Bihar and the north-east.

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

1940– Dabur diversifies into personal care products with the

launch of its Dabur Amla Hair Oil. This perfumed heavy hair oil
catches the imagination of the common man and film stars alike
and becomes the largest hair oil brand in India.
1956- Dabur buys its first computer. Accounts and stock keeping
are one of first operations to be computerized.
1970- Dabur expands its personal care portfilio by adding oral
care products. Dabur Lal Dant Manjan is launched and captures
the Indian rural market.

1972- Dabur shifts base to Delhi from Calcutta. Starts production

from a hired manufacturing facility at Faridabad.

1978- Dabur launches the Hajmola tablet. This is the first time a
classical ayurvedic medicine is branded –from Shudhabardhak
Bati to Hajmola Tablet.

1979- Commercial production starts at Sahibabad. This is one of

the largest and most modern production facilities for Ayurvedic
medicines in India at this time.

1984- The Dabur brand turns 100 but is young enough to

experiment with new offerings in the market.

1986- Dabur becomes a public limited company through reverse

merger with vidogum limited, and is re-christened Dabur India
Limited.

1989- Hajmola Candy is launched and captures the imagination of

children and establishes a large market share.
1992- Dabur enters into a joint venture with Agrolimen of Spain
for manufacturing and marketing confectionery items such as
bubble gums in India.
1993- Dabur sets up the oncology formulation plant at Baddi,
Himachal Pradesh.

1994- Dabur India Limited comes out with its first public issue.
The Rs. 10 share is issued at a premium or Rs. 85 per share. The
issue is oversubscribed 21 times.

1994- Dabur reorganizes its business with sales and marketing

operations being divided into 3 seperate divisions.

1994- Dabur enters the oncology (anti-cancer) market with the

launch of Intaxel (Paclitaxel). Dabur becomes only the second
company in the world to launch this product. The Dabur Research
Foundation develops the unique eco-friendly process of extracting
the drug from the leaves of the Asian yew tree.

1995- Dabur enters into a joint venture with Osem of Israel for
food and Bongrain of France for cheese and other dairy products.

1996- Dabur launches Real Fruit Juice which heralds the

company’s entry into the processed foods market.
1997- The Foods division is created, comprising of Real Fruit
Juice and Hommade cooking pastes to form the core of this
division’s product portfolio.

1997- Project STARS (Strive to Achieve Record Successes) is

initiated by the company to achieve accelerated growth in the
coming years. The scope of this project is strategic, structural and
operational changes to enable efficiencies and improve growth
rates.

1998- The Burman family hands over reins of the company to

professionals. Mr. Nunu Khanna Joins Dabur as the Chief
Executive Officer.

1999-2005- Dabur achieves the Rs. 1800 crore turnover mark.

VISION
“Dedicated to the health and well being of every
household”.

PRINCIPLES
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 assest. We add value through
result driven training and we encourage and reward excellence.

CONSUMER FOCUS
We have superior understanding of consumer needs and develop
products to fulfill then better.
TEAM WORK
We work together on the principle of mutual trust and transparency
in a boundryless organisation.

INNOVATION
Continuos innovation in products and processes is the basis of our
success.
Dabur India ltd. (DIL) is the largest player in the ayurvedic
pharmaceuticals sector. The company has interests in sectors like
Healthcare, Personal care, Ayurvedic pharmaceuticals and Food
Products. The company enjoys strong brand equity in most of the
segments where it has a presence with brands like, Chawanprash,
Hajmola, Pudin Hara, Vatika, to name a few. The company is
focusing on ayurvedic and herbal care products. Currently, the
company’s product stable includes around 450 products. Dabur
enjoys an excellent distribution network of over 5500 distributors
reaching out to nearly 15,00,000 outlets. Interestingly, all the drugs
under its stable are outside the purview of The Drug Price Control
Authority (DPCO).

Healthcare Segment
Healthcare segment is one of the major revenue contributors for
DIL. Brands such as Chavanprash, Hajmola, Pudin Hara, Hingoli,
Janam Gutti, Lal Tail, and Madhuvanni fall under this stable. For
the 250 Crore-chavanprash markets, the company is facing tough
competition from Zandu, Hamdard and Baidyanath. However, as
per ORG data the market for chavanprash is expected to double in
a couple of years. In the pediatric segment the company has
products like Janam Gutti, Lal Tail gripe waters, and Madhuvanni
cough syrup.

Hair Care Segment

DIL is a major player in the hair oil segment with extended brand
equity in Vatika. The range of products includes Dabur Amla,
Dabur Special, Vatika, Vatika Shampoo, the newly introduced
Vatika anti- dandruff shampoo and Vatika Heena Cream
Conditioning Shampoo. Dabur Amla enjoys a 28% market share in
the perfumed oil market. The company has undertaken the
repositioning of Dabur Amla hair oil and Dabur Vatika Oil. The hair
oil segment contributes 21% to the company’s turnover as on 31st
March 2000. In the hair Care segment the company is poised to
have a strong growth of 10% predominantly on account of strong
brand image.

Oral Care Segment

Seeing the future market move, DIL has purchased the BINACA
brand for Rs.3 cr. The move was on account of the company-
identifying shift in market preferences. The total sales for the
segment were 116 cr. with a marginal growth of 3%. The company
views the growth through the Binaca brand. DIL is also
repositioning the lal dant manjan in shrink sleeves wrap. We
expect the segmental growth to be around 5% henceforth.Just now
DABUR has introduced ‘Dabur Red Toothpaste’ & ‘Dabur Red Gel
Toothpaste’

Pharmaceuticals segment
Dabur has around 300 ayurvedic medicines sold through ayurvedic
practitioners. The company has 80% market share in this segment. All the
products are outside the purview of the DPCO. The company is majorly
into Oncology and branded formulations. The company launched Topotel
(Topotecan), the first camptothecin derivative for ovarian and lung cancer
in India and Amiphos (Amiphostin) for various anti-cancer regiments in
India. DIL is only the second in the world to manufacture anti-cancer
drugs Paclitaxel and Docetaxel acquired from Pfizer in 1996. The
company has established a subsidiary in UK namely Axol Labs., for
manufacture of generic oncology products. However, global acceptance is
a major sensitivity factor.

Other Segments
Other segments include Food products division, which has been
restructured into a 100% subsidiary company. The division has
brands like Honey, Lemoneez lemon Juice, Real fruit juices,
Hommade pastes and sauces. The subsidiary netted a loss of
11.55 cr on sales of 29.67 cr. This was on account of stiff
competition faced by the company and wafer thin margins on
trading goods. The company however has a strong nationwide
distribution network. The skin care division with brands like
Gulabari and Samara also grew by 19% during the year.
The company has entered into a 50:50 JV with Bongrain of France
for manufacture and marketing of Cheese and speciality dairy
products. The brands launched by the company include Delicieux
and Le Bon.
With an effect to stress upon core competence the company has
decided to put off plans for foray into the newly opened Insurance
sector for which it had entered into a JV with Allstate of
Finland.The promoters hold 70% of the paid up capital of the
company. Hence, to increase the liquidity of the stock in the
market the company has introduced a stock split of 1/10th at Re.1/-
per share paid up.
The company enjoys a P/E valuation similar to those, as the
majors from the FMCG sector. Hence, it would be essential to
compare the company’s valuation on a comparative basis along
with these companies.
 Britannia HLL Nestle SKBC Cadbury Dabur
EPS (RS.10/-) 18.3 48.6 10.2 21.5 16.2 27.1
P/E 35.7 35.6 42.9 17.8 43.3 30.9
RONW (%) 42.1 50.9 34.1 42.7 19.1 24.2
ROCE (%) 32.9 46.9 24.6 42.7 18.1 12.7

Evidently, Dabur’s P/E falls in line with other industry majors but
RONW and ROCE earned by the company fall way short of others.
We feel that the restructuring exercise undertaken by the company
should cumulate into re-rating of the stock from current levels. The
stock is expected to remain as market performer in the medium
term as the effect of the restructuring exercise would be visible
only in the subsequent quarters.
 “DABUR” Balance Sheet as on 31st March, 2005
Schedule As At 31st As At 31st
March, 2004 March,2005
(Rs. IN LACS) (Rs. IN LACS)

SOURCES OF FUNDS
Shareholders' Funds
(A) Share Capital A 2852.06 2,850.67
(B) Reserves and Surplus B 29,151.56 23,299.61
32,003.62 26,150.28
LOAN FUNDS
(A) Secured Loans C 6,300.86 5,889.32
(B) Unsecured Loans D 22,601.14 23,604.26
28,902.00 29,493.58
TOTAL 60,905.62 55,643.86
APPLICATION OF FUNDS
FIXED ASSETS
(A) Gross Block F 36,788.52 33,695.43
(B) Less: Depreciation 11,705.07 9,844.76
( C) Net Block 25,083.45 23,850.67
INVESTMENTS G 4,717.40 4,783.22
Current Assets, Loans & H
Advances
A) Inventories 14,429.29 12,744.78
B) Sundry Debtors 11,818.21 8,939.93
C)Cash & Bank Balances 6,910.55 5,672.69
D) Loans & Advances 8,065.31 6,995.22
41,223.36 34,352.62
Less: Current Liabilities & E
Provisions
A) Liabilities 8,662.80 7,079.11
B) Provisions 2,159.87 1,247.35
10,822.67 8,326.46
NET CURRENT ASSETS 30,400.69 26.026.16
Miscellaneous
Expenditure
(To the extent not written IA 704.08 983.81
off or adjusted)

NOTES TO ACCOUNTS P
TOTAL 60,905.62 55,643.86
 DABUR RESEARCH FOUNDATION

Dabur research foundation (DRF), incorporated in 1979, is a

premier research organisation recognized by department of
science and industrial research, government of India. Situated at
Sahibabad, DRF is today a known name for its pathbreaking
research in the field of health care and personal care. The
foundation is at the forefront of oncology research, and is in the
process of developing many new molecules to fight this dreaded
disease. In fact, DRF was the first organisation in the world to
develop a process for extraction of paclitaxel, a drug for cancer,
without harming the source tree. The process in now followed
worldwide. It is possibly the only one of its kind in the country
carrying out research in divergent fields like Ayurvedic and herbal
products, plant derived machines, allopathic, bulk drugs, foods,
cosmetics, oils and fats as well as basic research in the field of
pharmaceuticals. Today, more than 125 scientists are constantly
engaged in research to move towards the vision of Dabur research
foundation.

The objectives is to become the leading research

organization of the country, developing safe, effective consumer
friendly health care products.
 OFFICES
Corporate Office
Kaushambi, Ghaziabad

Registered Office
Asaf Ali Road, New Delhi

Corporate Affairs
Rouse Avenue, New Delhi

Zonal Headquarters
North Zone : New Delhi
South Zone : Hyderabad
East : Calcutta
West: Mumbai

Branch Offices
Ahmedabad
Bangalore
Chandigarh
Chennai
Cuttack
Guwahati
Indore
Jaipur
Kanpur
Kochi
Patna

Kathmandu

Russia

United Kingdom
 FACTORIES
West Bengal
Narendra pur ( Garia )
Kalyani

Bihar
Daburgram

Rajasthan
Alwar

Uttar Pradesh
Sahibabad, Ghaziabad
Noida, Ghaziabad

Himachal Pradesh
Baddi – I, II, III

Madhya Pradesh
Katni

NEPAL
Kathmandu

EGYPT

United Kingdom
 QUALITY POLICY

At Dabur, Quality is a relentless commitment to continuous

improvements in product, process and systems to provides
consistent quality products to meet our customer’s requirement
worldwide. The management is fully committed to quality and
ensures all resources to accomplish this task.

QUALITY OBJECTIVES
To focus on its customers and successfully meet their needs and
requirements.

• To manufacturers effective health care products at competitive

prices and to improve the quality of life of the common masses.
• To implement systems to ensure prevention of errors either
than detection of errors.
• To ensure global competitiveness by striving to achieve current
good manufacturer practices (GMP).
• To ensure safety in all operations by working according to the
system in all areas of operation.
• To provide appropriate training to the people to improve their
skills and expertise, thus building their commitment to the
quality process.

To increase productivity and reduce wastage with in the

organization.
 BACKGROUND
Set up in 1884 by Dr S K Burman as a proprietary firm for the
manufacture of ayurvedic drugs, the Company was incorporated
later by his descendants in the name of Dabur (Dr S K Burman)
Pvt. Ltd. In the late ’70s, Dabur Pvt. Ltd promoted a company to
manufacture high-grade guargum and a plant was set up at Alwar.
But poor performance resulted in losses and with a view to
rehabilitating the company, Dabur Pvt. Ltd was reverse merged
with it and the new company was named Dabur India Ltd. At
Alwar, production of guargum was curtailed and Dabur’s products
were introduced. Dabur manufactures over 450 products, mainly
ayurvedic, covering a wide range of health and personal care and
has manufacturing plants located at 6 different places in the
country. Dabur went public in Nov ’93, raising Rs541.5m (at
Rs95/share) and the issue was oversubscribed 21 times. Dabur
Research Foundation, a group company, handles research,
product development/ improvement for increasing consumer
satisfaction.

Plant locations:

It has 10 manufacturing plants across the country with 2 in UP at

Sahibabad and Noida , 3 in West Bengal at Kharia, Narendrapura
& Kalyani, 1 in Bihar at Dabur gram, 1 in Haryana at Faridabad, 1
in Rajasthan at Alwar, 1 in Himachal Pradesh at Baddi and 1 in
Madhya Pradesh at Katni and 2 abroad , 1 in Egypt and other in
Nepal.
Subsidiaries:
The company has 7subsidiaries in its fold.

Dabon International Limited:

It has a 50:50 joint venture with Bongrain of France for

manufacturing dairy products. The company has 20% market
share in processed cheese market. The company sells its
cheese under Dabon brand name.

General De Confiteria Limited:

The company's joint venture with Agrolimen of Spain for

manufacture of confectionery products. The company divested
its stake in the venture as a part of its restructuring programme.
The company sold off its stake for a consideration of Rs352mn
during the year.

Excelsia Foods Limited:

The company's joint venture with Nestle SA for manufacturing

and selling biscuits. The company divested its entire holding in
the venture for a token sum of Rs10 as the venture was a loss
making with negative net worth.

Dabur Foods Limited:

The company hived off the foods division into a separate 100%
subsidiary during the year. The company has Real Fruit Juice,
Hommade range of condiments, Lemoneez and other brands in
its portfolio. The company launched its Coconut Milk to its
portfolio during the year.
Dabur Nepal Private Limited:

The company 80% subsidiary of Dabur India Limited. In FY00 it

set up manufacturing facility for manufacturing PET bottles for
hair oils. The company has also set up new tetra pack unit for
packaging Real Fruit Juices. It is also into manufacturing
Beehives and Bee Frames.

Dabur Egypt Limited:

The company is a 76% subsidiary of Dabur Overseas Limited.

The company is into business of manufacturing hair
oils,vinegar, rose water, and glucose. The company is planning
to source goods for other African countries from this unit.

Dabur Oncology Inc.:

The company was set up as a 100% subsidiary of Dabur India

Limited in Bordon near London. The company is into business
of manufacturing range of anti-cancer formulations for
marketing in developed markets of Europe and USA. The
company is setting up a unit for manufacturing anti-cancer
injectibles, which is expected to become operational by 2001.

Dabur Finance Limited:

The company is a 100% subsidiary of Dabur India Limited and

is into business of making financial investments. It raises
deposits from public and invests in various investment
schemes. The company is expected to be shut down by 2002-
2003 under the restructuring programme it is currently
implementing.

Dabur overseas Limited:

This company is a 100% subsidiary of Dabur India Limited and

is into trading activities. It acts as an investment holding
company. This company is based in Hong Kong. The company
didn't perform any business during the year.

Dabur International Limited:

This company is a 100% subsidiary of Dabur India Limited. The
company is into business of carrying out trading activities. This
company is based in Hong Kong. During FY00 the company
didn't perform any business

Subsidiary
Dabur Nepal Pvt Ltd-(79.96%)
Dabur Overseas Ltd-(100%)
Dabur Egypt Ltd
Dabur Finance Ltd-(100%)
Dabur Foods Ltd-(100%)
Dabur Oncology plc-(100%)

Transfer Agents
MCS Ltd
Unit Dabur India Ltd
Sri Venkatesh Bhawan
212-A Shahpurjat
New Delhi 110 049
 Ph: 011 - 6494830 6495832
Fax: 011 – 6494152

Exchanges
The Stock Exchange-Ahmedabad

Bangalore Stock Exchange Ltd

The Calcutta Stock Exchange Association Ltd

Jaipur Stock Exchange Ltd

Ludhiana Stock Exchange Association Ltd

Kanpur Stock Exchange

The Delhi Stock Exchang Association Ltd

Patna Stock Exchange Ltd

The National Stock Exchange of India Ltd

PRODUCT PUNCH
LINE
 PRODUCT PROFILE
 In its generic form, honey is a wonder product. If in western

homes it is a term of endearment, in India, honey is traditionally

seen as a health syrup.

 No company in the organized sector had seen business

opportunity in honey, till the Dabur India Limited decided to

source honey in large volumes from apiculturalists (bee -hive

farmers) and market it, the company introduced branded honey

in glass jars to the Indian market about a decade ago.

 The only big ogranisation selling honey at that time was khadi

gram udyog that too unbranded produce from villages to the

urban markets.

 Dabur found that the demand is low. Honey's usage was

restricted to the world of therapy; used as a cough palliative, a

skin conditioner or alternately as a base ingredient for other

ayurvedic formulations.

 Dabur made a start of mass marketing its honey. By flowing

honey through its distribution stream, all that the company had

achieved was placing the product within the urban consumer's

reach.
 By the late 1980's, small regional brands had started getting

stronger, although they were confined to small pockets by their

lack of a wide distribution mechanism. This posed a danger.

 Other brands- Natural way (Golden Meadows), Allied's and

Mehson's among them had started gaining recognition in the

branded honey market. And some more were on their way in,

some with fancy packaging to target the upmarket buyer. The

small marketers were selling on price, which meant trouble for

Dabur.

 2004, Dabur Honey took to national level advertising for the first

time, placing the brand on the purity platform. Growth came, at

about 20 per cent, that was not satisfactory.

 In the year 2005, Dabur gave the brand's ad account to

enterprise. At that time Dabur's ad spend for honey was a

piffling Rs. 10-15 lakhs a year. It changed the traditional

perception of Indian consumer about honey as a medicine to

tasty, nutricious food on the breakfast table.

 CONSTITUENTS OF HONEY
Percentage
Total Dissolved Solids 70-80
Sugars
Fructose (Levulose) 38
Glucose (Dextrose) 37
Sucrose 2
Other higher sugars 0.5
Water 20
Minerals: ( Potassium, Calcium,
Magnesium, Iron, Copper,
Manganese, Phosphorus, 0.5
Sulphur, Chlorine and Traces of
Chromium, Nickel, Tin, Silver,
Gold etc.
Acids: (Acetic, Buteric, Citric 0.2
form ie, gluconic, maleic, lactic,
succine etc.)
Proteins and Amino Acids: 0.25
(Proline, Phenylanin , Leucine,
Valine etc.)
Enzymes: (Invertase, Amylase or Traces
Diastare, Gluclose - oxidase etc.)
Vitamins: Vitamin B-I or Thiamin, Traces
Vitamin B-2 or Riboflavin, Niacin,
Vitamin B-6 or Pyridoxal, Vitamin
C
DABUR HONEY COMPETITORS
INDIAN BRANDS
Mehsons
Baidyanath
Natural Way
Himani
Zandu
Charakh
Himalayan
Himflora
Kashmiree Honey

FOREIGN BRANDS
Capilano (Australian)
Lagneese (German)
Fragata

LOCAL BRANDS
Parag
Ankur ( Khadi Gram Udyog)
Dadi’s ( Hoshiarpur)
Kabliwala
Tripta
Hadras (U.P.)
Mohun’s
Uttarakhand
Bajaj
Honeylime
Baba
Balaji
Leheson
Lekhsons
Allied’s
Indica
 PRODUCT LIFE CYCLE

A product’s differentiating and positioning strategy must

change as the product, market and competitors over time. There
are four stages in a product life cycle and the product life cycle
curves are portrayed as bell-shaped as shown in the figure.
The four stages are:
1. INTRODUCTION- This is a stage in which the product is
introduced in the market and is a period of slow sales growth.
Profit are nonexistent in this stage because of heavy expenses
incurred with product introduction.
2. GROWTH- In this stage, the product goes through a period of
rapid market acceptance and substantial profit improvement.
3. MATURITY- This is a period of slowdown in sales growth as
the product has achieved acceptance by most potential buyers.
As the competition increase, the profit stabilizes or decreases.
4. DECLINE- This is period when sales decline and profit
decrease.
The above stages can be summarized as shown in the
table below:

PLC elements Introductio Growth Maturity Decline

n
CHARACTERISTICS
1. Sales Low Fast Growth Slow Declining
Growth
2. Profits Negligible Peak Level Declining Low
3. Cash Inflow Negative Moderate High Low
4. Competitors Few Growing Many Declining
5. Customers Innovative Mass Market Mass Market Laggards
In the above stages, the MARKETING STRATEGIES, which
should be adopted, are:
1. INTRODUCTION- In this stage, the main objective should be
to create awareness and trial by adopting the following
strategies:
♦ Offering a basic product.
♦ Use cost-plus for pricing the product.
♦ Build selective distribution.
♦ Build product awareness among early adopters and
dealers by advertising.
♦ Use heavy sales promotion to attract the people to try
the product.

2. GROWTH- In this stage, the main objective is to maximize the

market share by:
♦ Offering product extensions, service, warranty etc.
♦ Price should be such that it penetrates the market.
♦ Build intensive distribution.
♦ Build awareness and interest in the mass market through
advertising.
♦ Reduce sales promotion to take advantage of heavy consumer
demand.

3. MATURITY- In this stage, the main goal is to maximum the

profit while defending the market share by:
♦ Diversify brands and items.
 ♦ Price should match or beat the competitor.
♦ Build more intensive distribution.
♦ Increase sales promotion to encourage brand
switching.

4. DECLINE- In this stage, the marketing strategy should focus

on reducing the expenditure and milking the brand by:
♦ The product, which is weak, should be phased out.
♦ Cut price.
♦ Go selective, eliminate unprofitable outlets.
♦ Reduce advertising to the level required to retain hard-core
loyal.
♦ Reduce sales promotion to a minimal level.
S
A
L Sales
E
S

&

P
R
O
F
I
T
S Profit
($)

INTRODUCTION GROWTH MATURITY DECLINE

Time

PRODUCT LIFE CYCLE

 Taking into consideration the Dabur Honey which has

market share of 66% (in value) and 44% (in volume). Its

annual sales are approximate 40 crores per annum. The total

market of honey is 100 crores. The dabur honey was

relaunched in 1994 as food items. There has been 12% in

increase in sales from the last year, which is a positive sign.

The company is now a days offering it as a food. It is being

widely distributed and lot of money being spent on advertising

and sales promotion. Reminder Advertising is important to

remind the target market about the existence of the product.

 RESEARCH OBJECTIVES

1. To find the ways to increase the market share of Dabur

honey.

2. To analyze the market of honey in Delhi, Noida and

Ghaziabad.

3. To know retailers and consumers perception about

Dabur honey.
PROCEDURE OF MARKETING RESEARCH

Define the problem &

research objectives.

Develop the
research Plan

Collect the
information

Analyze the
information

Present the
Findings
 MARKETING RESEARCH
Marketing research is defined as "The systematic and

exhaustive search for the study of the facts relevant to any

problem in the field of marketing. Marketing research is the

function which links the consumer, customer and public to the

marketer through information- information used to identify and

define marketing opportunities and problems, generate, refine and

evaluate marketing actions, monitor marketing performance; and

improve understanding of marketing as a process.

Marketing research specifies the information required to

address these issues; designs the method for collecting

information process; manages and implements the data collection

process; analyzes the results; and communicates the findings and

their implications.
 OBJECTIVES OF MARKETING RESEARCH

1. To understand the economic factors affecting the sales volume and

their opportunities.
2. To understand the competitive position of rival products .
3. To evaluate the reaction of consumers and customers.
4. To study the price trends.
5. To evaluate the system of distribution.
6. To understand the advantages and limitation of the products.
7. To find new packaging.
8. To analyze the market size.
9. To know the instantiations of demand.
10. To study the customer's acceptance of products.
11. To assess the volume of future sales.
12. To find solution of problem relating to marketing of goods and
services.
13. To evaluate policies and plan in the right course of action.
14. To know the complexities of marketing.
15. To measure the effectiveness of advertising.
 LIMITATIONS OF MARKETING RESEARCH

1. It is highly expensive and time consuming.

2. Marketing research is carried out on customers, dealers wholesaler

retailers etc. who are human beings. Human beings have a tendency

to behave artificially when they know that they are being observed.

3. Subjectivity is the main limitation of MR. It is very difficult to verify the

research results.

4. The MR projects generally take longer time. The time by which the

research results are presented market situation also undergoes a

change.

5. The lack of appropriate training to researcher leads to

misinterpretation of questions to be asked for data collection.

 RESEARCH DESIGN

A research design is simply a plan or framework for a study

that is used in collecting and analyzing the data. This framework is
to ensure that relevant information is collected and that too
depending upon the objectives of the study. The research design
can be classified into three categories-Exploratory, Descriptive and
Casual. Exploratory research seeks to discover new relationships,
emphasis on discovery of ideas. This research is used when very
little is known about the problem being examined. The purpose of
this type of research is to extract new insight into problem. The
research design used for the project at hand is of exploratory in
nature.
Descriptive research attempts to determine the frequency
with which something occurs or the relationship between two
phenomenons. A casual research design is often adopted in order
to discover and determine the cause and effect relationship.

SOURCES OF INFORMATION
It is necessary to prepare a list of the information, which is needed
to attain the objectives.

1. PRIMARY DATA
It consists of the original information or new data gathered
specifically for the purpose. Questioning and observing are the two
basic methods of collecting primary information.
2. SECONDRY DATA
It consists of information that already exists somewhere having
been collected for another purpose.

DATA COLLECTION METHOD

Questioning and observing are the two basic methods of

collecting primary data. To collect good primary data, it is
necessary to develop standardize forms to guide the procedure.
When information is to be collected by asking questions from
people who may have the desired data, a standardize form called
Questionnaire is prepared. Questionnaire consists of list of
questions to be asked from the respondents and space to record
the answers/responses.
 RESEARCH AREAS

DELHI
 Greater Kailash – I, II
 Vasant Vihar
 Lajpat Nagar
 New Friends Colony
 Cannaught Place
 Nehru Place
 Defence Colony

NOIDA
 Sector – 18
 Sector – 27
 Sector – 29
 Sector – 37

GHAZIABAD
 Nai Basti
 Ghanta Ghar
 Ghandhi Nagar
 Kavi Nagar
 Raj Nagar
 QUESTIONNAIRE DESIGN

While proceeding to design questionnaire, two key assumptions

to be followed are:
1. The researcher assumes that the respondent is able and willing
to communicate the desired data either verbally to an
interviewer or in writing on a questionnaire form.
2. The researcher must assume that the information he/she
obtains from the interview and the questionnaire is essentially
about the respondent's verbal or written behavior.
While constructing a questionnaire, the researcher should keep
in mind two things:
(I) The objectives of the research project.
(II) The respondent's point of view.

Questionnaire designing consists of five steps as follows:

1. Specifying Data requirements.
2. Determining the type of questions to be used.
3. Deciding the number and sequence of questions.
4. Preparing the preliminary draft of questionnaire.
5. Revising and pretesting the questionnaire.
 TYPE OF QUESTIONING TECNIQUES

There are four general methods of collecting data using the

questionnaire techniques. There are as follows:-
1. None Disguised, Unstructured Techniques.
2. Disguised, Unstructured Techniques.
3. None Disguised, Structured Techniques.
4. Disguised, Structured Techniques.

NON DISGUISED, STRUCTURED TECHNIQUES

In this type of questionnaire, questions are presented with exactly
the same wording and in exactly the same order to all
respondents. The responses as well as questions are
standardized. Data obtained is easier to tabulate and interpret.

UNSTRUCTURED, NON DISGUISED TECHNIQUES

In this type of questionnaire, the purpose of the study is clear, but
the response to the question is open ended. Focus groups and
Depth interviews tends to obtain more information from the
respondents.

UNSTRUCTURED, DISGUISED TECHNIQUES

The unstructured-disguised questionnaire is developed when a
respondent is not willing or cannot find words to express meaning
to answer direct questions and his hidden motives remain
unexpressed. Projective techniques are the examples of this type.
STRUCTURED, DISGUISED TECHNIQUES
The structured -disguised questionnaire emerged as an attempt to
secure the advantages of disguise in revealing subconscious,
hidden motives and attitude along with the advantage in coding
and tabulation common to structured approaches.

The questions seeking the information were used. The main aim
was to analyze the market of honey which was done by making
questionnaires for the retailers, kids and ladies (mothers) who
could give the maximum information. The type of questions used
were closed-ended, open ended , multiple choice and dichotomous
questions. A pilot survey was made to test the feasibility of the
questionnaires.
 RESEARCH METHODOLOGY

Areas : Delhi, Noida and Ghaziabad

Research Design : Exploratory
Sources of Information : Primary Data
Secondary Data
Data collection Method : Structured Non Disguised
Questionnaire
Types of questions Used : Open Ended
Multiple Choice
Close ended
Dichotomous
Target Group : Retailers
Kids (6-10 Years)
Ladies (Mothers)
Sampling Method : Random Sampling
Sample Size : Retailers -150
Kids-70
Ladies- 100
 ANALYSIS - I (RETAILERS)

8%

92%

Who Keep Honey Who Don't Keep Honey

INTERPRETATION
It was observed that 8% of the retailers don’t keep honey at all
while 92% of the retailers do keep honey.
 10%

10%

80%

Unattrative Scheme Attractive Scheme Can't Say

INTERPRETATION
It was observed that the 80% of the retailers told that there is no
effect of the present gifts while 10% of them have said that they
are attractive and remaining 10% were either uniformed about the
gifts or they told nothing.
 4%

44% 52%

Keep Only Dabur Honey Other Brands Including Dabur Don't Keep Dabur Honey

INTERPRETATION
It was observed that 52% of the retailers keep only Dabur Honey
while 4% of them don't keep Dabur Honey and remaining 44% of
the retailers keep other brands also.
 5%
2%
9%

5%

10%
52%

17%

Brand Name Quality Purity

Advertisement Promotion Scheme Easy Availability
Can't Say

INTERPRETATION
It was observed that 52% of the retailers have told that sale of
Dabur Honey is due to its brand name, 17% said due to quality,
10% due to purity, 5% because of advertisement, 2% because of
promotion schemes and 5% due to easy availability.
 30%

70%

Complaints No Such Complaints

INTERPRETATION
It was observed that 27% of the retailers complaint about the
crystallized honey while remaining have no such kind of
complaint.
 39%

61%

Unsatisfied with margin

Satisfied with margin

INTERPRETATION
It was observed that 61% of the retailers were unsatisfied while
remaining were satisfied with the margin.
 ANALYSIS II (KIDS)

28%

72%

Don't Eat Honey Eat Honey

INTERPRETATION
It was observed that 28% of the kids don’t eat honey at all while
remaining 72% do eat honey.
 13%

39%

48%

Plain With Bread/ Milk/ Paronthas Both

INTERPRETATION
It was observed that 39% of the kids consume plain honey, 48%
consume it with bread, milk or paranthas and 13% of them
consume it as both.
34%

66%

Consume once a day More than once

INTERPRETATION
It was observed that 66% of the kids consume honey once a day
while 34% of them consume honey twice or thrice a day.
 26%
33%

7%

34%

As food items
As Snacks
As Medicine
As Both ( Food Items & Snacks)

INTERPRETATION
It was observed that 33% of the kids consume honey as food items
(At a specific time ie. in morning or evening), 34% of them
consume it as snacks (ie. at any time of the day), 26% of them
consume it as both snacks and food items. Remaining 7%
consume it as medicine.
 23%

53%

24%

Chess Sketch Pen Snake & Ladders

INTERPRETATION
It was observed that 53% of the kids prefer chess as free gift
while 24% of them prefer sketch pens and remaining prefer snake
& ladders as free gift.
 1%
9%

90%

Seen and remember the Dabur advertisement Not Seen the advertisement
Other advertisement

INTERPRETATION:
It was observed that 90% of the kids have seen and remember the
Dabur advertisement, while 9% have not seen the advertisement
and 1% have seen the other brand’s advertisement.
 ANALYSIS III (MOTHERS)

14%

86%

Don't Consume Honey Consume Honey

INTERPRETATION
It was observed that 14% of the respondents don’t consume honey
at all.
 35%

65%

Kids Adults

INTERPRETATION

It was observed that 65% of the respondents said that kids

consume honey the most, while 35% told that adults consume
honey.
 17%

44%

39%

Very Good Good Satisfied

INTERPRETATION

It was observed that 17% of the respondents are satisfied with

Dabur Honey, Level of satisfaction for 39% of the respondents was
good and for 44% of the respondents was very good.
 21%
30%

24%

25%

Quality Purity Easy Availability Brand Name

INTERPRETATION

It was observed that 34% of the respondents purchase Dabur

Honey because of quality 27% because of purity , 26% due to
easy availability, 23% due to brand name.
 10%

90%

Consume Dabur Honey Don't Consume Dabur Honey

INTERPRETATION

It was observed that 90% of the respondents consume Dabur

Honey, while they remaining consume other brands.
 17%

5%

40%

38%

500gms. 200gms. 1 Kg. 50gms. and 100 gms.

INTERPRETATION
It was observed that 40% of the respondents generally consume
500gms., 38% consume 200gms., 5% consume 1 Kg. And 17%
consume 50 gms. and 100 gms.
 ANALYSIS
BRAND STRENGTH / WEAKNESS

Elements of Strengths Weaknesses

Marketing Mix
Product Brand Locality
66% Market Share
(In value)
45% Market Share
(In Volume)
Most Selling Brand
40-Crore Brand
Price Affordable
Packaging Attractive
Packsizes Available in 5 packsizes No sachet / Plastic
(50 gms, 100gms, Packaging
200gms, 500 gms and 1
Kg.)
Positioning Targeted to kids (i.e. 6-
10 Yrs.) as a food item.
Advertising Effective Reach
Sales Promotion • No window
hiring/ displays.
• Some retailers
are unaware
about the sale
promotion
schemes.
• Present gifts are
less attractive.
• Less schemes
for retailers to
push the
product.
Distribution System Widespread two level
channel.
THREATS
• More and more branded honey is available in the market with
five or six flavours.
• Competitive brands are giving more margin because of which
retailers are least interested in selling the product.
• Complaints like granulation of honey (i.e. small sugar crystals)
is affecting the sales.
• Foreign branded honey is now available in the market and is
liked by the consumers.
• In areas like South Delhi, customers don’t consider price to
purchase the honey and the foreign honey is capturing the
market.

OPPORTUNITIES
• New flavours of honey can be introduced.
• New packaging like sachet and plastic packaging can be
launched.
• In Ghaziabad, markets for expensive / Foreign honey has been
developed as yet, so there are only few brands including local
brands among which only Dabur is doing well.
 Sales composition of Health care business

Health -----
supplements 23%
Digestives & -----
candies 12%

Baby care ------7%

-----
Oral care 20%
-----
Hair care 38%
 SALES (Rs. Crore)

2004-05 -----1166.5
2005-06------1163.6
2006-07------1232.3
2007-08------1148
2008-09------1268.7
 PROFIT AFTER TAX (Rs. crore)

2004-05 -----77.9 crore

2005-06------64.4 crore
2006-07------85.1 crore
2007-08------101.2 crore
2008-09------148 crore
 RETURN ON NET WORTH

2004-05 -----22
2005-06------16.2
2006-07------20.8
2007-08------38.6
2008-09------44.54
 EARNING PER SHARE

2004-05 -----Rs. 2.73

2005-06------Rs. 2.26
2006-07------Rs. 2.98
2007-08------Rs. 3.54
2008-09------Rs. 5.2
 OPERATING MARGIN

2004-05 -----10.15
2005-06------9.16
2006-07------10.25
2007-08------11.85
2008-09------14.8
 RETURN ON CAPITAL EMPLOYED

2004-05 -----19.2
2005-06------14.4
2006-07------19.6
2007-08------34.4
2008-09------38.7
 CONCLUSION

This survey has revealed that the Ayurvedic industry is a very

complex industry with a manufacturing process, which is
sensitive and requires expert supervision. Dabur Honey also
enjoy good brand loyalty.

Fluctuating demand of Ayurvedic medicines is a problem with

which companies have to contend. As in the case of Asav-
arishtas which enjoy good demand during season changes and
warm months low demand in the other seasons , the demand is
not met well by companies which fail to accurately predict this
pattern and hence end up producing insufficient quantities when
the demand is high and end up with excess inventory as the
demand wanes. The companies fail to review their targets
accurately to coincide with the decreasing levels of demand.

Dabur Honey is under constant threat from it competitors and

loosing its market share. Due to an inadequate budget for
advertising, the company has been unable to promote and
create a consumer base of its own.

The Dabur Honey brand is a major player in the market. Though

due to inefficient distribution and sales network its true potential
is yet to be realized.
 SUGGESTIONS &
RECOMMENDATIONS

After the survey and the analysis, a lot of information was

gathered which is being presented in the form of suggestions:-

• As the honey is targeted to the kids, they are consuming honey

in the same ways as suggested in the advertisement. so, if the
consumption of honey has to be increased the new uses can be
suggested. (eg, it can be used for preparation of cakes, jelly,
squash etc.)
• To increase its consumption, it can be written on the bottle of
the honey that for best results, use thrice a day for kids and
twice a day for adults (as the case may be)
• For Sales promotion gifts like pencil box, it can be in the shape
of the bottle of Dabur Honey.
• It is natural for honey to crystallize but consumers can be made
aware about this fact because it is affecting the sales.
• More schemes like ‘Seasonal Schemes’ can be given to the
retailers.
• More and more displays like window hiring can be given for the
retail outlets as it has been said that “ Jitna Dikhega Utna
Bikega”
• Sales promotion schemes like” Price off or extra Amount”
can be given.
• Margin can be increased because other competitors are giving
more margin due to which the retailers are least interested in
pushing the brand (Mehsons is giving 36% margin).
• More detailed information about honey can be given on the
company’s Internet site.
• New packaging like ‘Sachet or plastic packaging’ can be
introduced. Plastic packaging for 1 kg. Honey was demanded
by the consumers.
• Sales promotion gifts like ball, Badminton Racket, Pocket
chess, small toys, cars etc can be given for kids.
• The main competitors are Mehsons, Natural way, Himani which
are not the corporate brands as Dabur. The Brand like Mehsons
can be purchased to kick it out from the market.
• Foreign brands like Capilano, Lagneese, Fragata are now
available in the market and doing well in posh markets like
South Delhi and sector 18, Noida where people don’t consider
the price to purchase the honey. Dabur can merge with the
foreign brand and can do marketing for it.
• An awareness programme can be done in the schools like
Mother’s pride where gifts and posters can be given to the kids.
• Sales cam also be promoted by distributing small sachets and
gifts to the children on the places like ‘Appu Ghar’ through the
Joker.
 Financial Express 5th July, 2005

DABUR HONEY NOW IN A TRENDY SQUEEZE PACK.

In a more concerted effort to position one of its top ten brands-
Dabur Honey-on the fun plank and draw the user group-kids-
directly, Dabur India has launched the product in a trendy squeezy
pack priced at Rs. 78 for a 400 gm pack. This squeezy pack-
launched in the top four metros only- will be promoted through
advertising which will begin in the next few weeks and PoS
material that communicates the fun plank with the headline: Play
With Your Food With Honey Squeeze Pack. In order to make
the product appeal to the segment, the company also plans to
change the old staid looking labels on the packs with company
labels.
The Rs. 40 crore brand has been repositioned twice in the last five
years. In the first stage in 1994, Dabur Honey was repositioned on
the food platform after the company found that the brand was
perceived as a medicinal sweetener. That confined the bottle to
shelves, only to be brought out occasionally. So in order to move it
out of the kitchen cabinet on to the dining table, Dabur
repositioned Dabur Honey as a taste enhancer and aimed its
communication at housewives - it talked about using honey in lot of
dishes right from salads to deserts to lemonades to chicken.
"While that effort yielded results-the brand grew at five year CAGR
of 30 per cent-it needed to find a way to increase the width and
depth of usage to continue the pace of growth," says Sunil Duggal,
Vice President, Sales & Marketing, Dabur. Till 1993-94, the
category was growing at the rate of 20 per cent, annually.

So, late last year, it decided to narrow down its target audience
from housewives to kids while continuing its strategy to position
honey as a food product. The aim: to grow the market by
promoting large scale/frequent consumption. The result from the
second stage of repositioning, says Duggal, are currently being
evaluated. "The real results will emerge now but the immediate
challenge is to maintain the current growth rate," says Duggal.

Besides the TV advertising campaign-honey khaake dekho ji-

Dabur has supported the new positioning plank with various below
the line activities targeting kids. These include giving away fun
freebies such as comics and animal faced masks with 200 gm,
500gm and 1kg Dabur Honey. Besides, the company has
undertaken a plantation awareness programme in more than 200
schools in Delhi. As part of the project, Dabur contacted more than
55,000 children of class II and III and provided booklets and poster
to them.

Dabur Honey claims to be the leader in the branded Honey market

with a more than 50 per cent market share. The estimated size of
the market is around Rs. 100 crore with a large unorganized
sector. The brand expects to achieve a turnover of Rs. 45 crore in
the current financial year. The brand spends about Rs. 4 crore on
advertising.
Financial Express – July 10, 2005

The net profit excludes a non-recurring income of Rs. 21.17 crore

received by the company from sale of its 49 per cent stake in
General de Confeteria Ltd. during the same period last year. The
sales turnover grew by 6.2 per cent to Rs. 247.90 crore as against
Rs. 233.53 crore during the period under the review.

However, according to the company release, the sales turnover

went up by 10 per cent on like to like basis after excluding its foods
business that has been carved into a separate subsidiary. The
company expects to record higher growth rates during the rest of
the year as some new products are slated for launch during the
second and third quarter.
Recently, Dabur added a new variant to its Pudin Hara
range. The board also approved a stock split of each equity share
of Rs. 10 into 10 equity shares of Rs.1 which would lead to an
increase in the number of shares of the company resulting in better
liquidity. As a step towards professionalisation of Dabur's board,
Dabur inducted SM Dutta and Sunil Duggal on the board of
directors.
While Dutta has formerly been the chairman of Hindustan
Lever Ltd. (HLL), Duggal is the vice President-family products
division, Dabur.
The company has maintained its advertising and promotional
expenditure at 11.5 per cent of sales and recorded healthy growth
in the sales performance of some of its major health and personal
care brands. While Vatika Shampoo grew by more than 100 per
cent, Dabur Amla Hair Oil, Special Hair Oil and Dabur Honey by
12 per cent, Hajmola by 13 per cent and Ulgel, an antacid in
ethnic flavour increased by 20 per cent.
It's key pharmaceutical brand new Livfit recorded a growth of
more than 100 per cent, the release added.
During the quarter, the company made an additional
investment of $ 3 million in Dabur Oncology Plc, the subsidiary set
up in the UK to manufacture and market oncology formulations for
European and US market.
 BIBLIOGRAPHY

BOOKS
Marketing Management : Philip Kotler
Marketing Research : Boyd

WEBSITE
www.Dabur.com

NEWSPAERS
Business Standard
Economic Times
Times of India
 QUESTIONNAIRE (CHILDREN)

1. [i] Name…………………………………………………………
[ii] Age ………………………………………………………….

2. Among the following which items do you consume?

[i] Jam ž [ii] Chips ž
[iii] Chocolates ž [iv] Jelly ž
[v] Honey ž [vi] Cheese ž
[vii] Butter ž [viii] Cold Drinks ž

3. Do you ask yourself for honey?

[i] Yes ž [ii] No ž

4. If No (in question Three) why do you consume honey?

[i] Health ž [ii] Taste ž
[iii] Both (i) &(ii) ž [iv] Any other ž

5. How do you consume honey ?

[i] Honey plain ž [ii] With toast/Bread ž
[iii] With Milk ž [iv] With Ice-cream ž
[v] With Biscuits ž [vi] With Nibu Pani ž
[vii] With Parathas/Roti ž
[viii] Any Other (Specify) ………………………

6. When do you consume honey?

[i] At breakfast ž
[ii] With snacks ž
[iii] In tiffins ž
[iv] With friends ž
[v] When you want to have something for fun ž
[vi] Whenever you feel like having something sweet ž
[vii] Along with lunch/ dinner ž
[viii] Any other (Specify) ………………………………….

7. How many times do you take honey in a day?

[i] Once ž [ii] Twice ž
[iii] Thrice ž [iv] Any other (Specify)
………………….

8. Have you seen any advertisement of honey on television?

[i] Yes ž [ii] No ž
9. If yes (in question six), which advertisements?
………………………………..………………………………..
……………………………………………………………………………
…………

10. Which T.V. Channels?

[i] Sony ž [ii] Star Plus ž
[iii] Zee Network ž [iv] Cartoon Network ž
[v] Doordarshan ž [vi] Any other (Specify)…………...

11. Have you decided to purchase Dabur honey after watching

the advertisement?
[i] Yes ž [ii] No ž
12. Who encourage you to take Dabur honey?
[i] T.V. ž [ii] Friends ž
[iii] Family ž [iv] Any other (Specify)…………...
 QUESTIONNAIRE
1. PERSONAL DETAILS
Name: _____________________________________________
M/F _______________________________________________
Address/Tel. ________________________________________
Age _______________________________________________
Occupation _________________________________________
Income:-
(i) Below - Rs. 5,000 ž
(ii ) Rs. 5,000 - Rs. 10,000 ž
(iii ) Rs. 10,000 - Rs. 15,000 ž
(vi ) Rs. 15.000 & above ž

2. From the following which items do you consume?

(i) Jam ž (ii) Ketchups ž
(iii) Honey ž (iv) Cheese ž
(v ) Butter ž (vi) Chips ž
(vii ) Cold drinks ž (viii) Any other (specify)…………

3. Who consumes honey the most ?

(i) Children ž (ii) Yourself ž
(iii ) Husband ž (iv) Family ž
(v) Any other (specify) …………………………………………

4. Do children …………………………………………..?
(i) Ask for it ž
(ii) You give it yours self ž

5. How do kids consume honey?

(i) Honey plain ž (ii) With toast/Bread ž
(iii) With Milk ž (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Roti ž (viii) Any Other
(Specify)…………

6. How do adults consume honey?

(i) Honey plain ž (ii) With toast/Bread ž
(iii ) With Milk ž (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Roti ž (viii) Any Other (Specify)
………..

7. When do you take honey?

(i) At breakfast ž
(ii) Any times of the day as a snacks ž
(iii) As when need arise ž
(iv) Any other (specify) ž

8. Why do kids consume honey?

(i) Taste ž (ii) Health ž
(iii) Both (i) & (ii) ž (iv) Any other (specify)
……………
9. Why do adults consume honey?
(i) Taste ž (ii) Health ž
(iii) Both (i) & (ii) ž (iv) Any other (specify)
……………

10. When do you usually decide your purchase of honey?

(i) As on when need arises ž
(ii) With monthly grocery list ž
(iii) Any other ( specify)……………………………………………
11. In which season do you purchase honey mostly?
(i) Winter ž (ii) Summer ž
(iii) Rainy season ž (iv) Whole year ž

13. Do you buy ……………………………………………………?

(i) Branded ž (ii) Unbranded ž
(iii) Local Brand ž (iv) Any other (Specify)
…………...

14. Which brand comes to your Mind first when you heard of the
word "Honey"?
(i) Dabur ž (ii) Zandu ž
(iii) Himani ž (iv) Any other (Specify)
…………...
15. Which brand do you consume?
(i) Dabur ž (ii) Zandu ž
(iii) Himani ž (iv) Any other (Specify)
…………

16. If answer is (a) in Q. fifteen what do you like the most?

(i) Purity ž (ii) Quality ž
(iii) Price ž (iv) Easy availability ž
(v) Packsize ž (vi) Packaging ž
(vii ) Brand name ž (viii) Free gifts ž
(ix) Any other (Specify)
…………………………………………………...

17. Which packsize do you normally purchase?

(i) 50 gms. ž (ii) 100 gms. ž
(iii) 200 gms. ž (iv) 500 gms. ž
(v ) Any other (specify)
……………………………………………………
18. From where do you buy Dabur honey generally?
(i) Medical store ž (ii) General store ž
(iii) Departmental store ž (iv) Any other (Specify)
…………

19. Who influence the buying decision?

(i) Children ž (ii) Friends ž
(iii) Family ž (iv) Any other (specify)
……………
20. What is your monthly consumption of Dabur honey?
……………………………..……………………………..……………
…………………………………………………………………………
……………………………………………………………………..

21. Your level of satisfaction:-

(i) Very good ž (ii) Good ž
(iii ) Satisfy ž (iv) Any other (Specify)
…………

22. Your Suggestions …………………………………….

……………………………………….
……………………………………….
…………………………………….….
………………………………………………………………………….
 QUESTIONNAIRE (RETAILERS)
1. Do you keep honey?
[i] Yes ž [ii] No ž

2. Which brands do you have?

[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other (specify)
…………

3. Which brand do you sale mostly?

[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify]
………….
4. Do customers ask for simply honey or branded honey?
[i] Yes ž [ii] No ž

5. Which brands?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify]
……………

6. (If answer is one in question five) which pack sizes of Dabur

honey do you have?
[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify) …………………………………………….

7. Which packsizes do you sale mostly?

[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify)
………………………………………………...
8. Do you think that do children demand Dabur honey mostly?
……………………………………………………………………………

9. Why customers go for Dabur?

[i] Purity ž [ii] Quality ž
[iii] Price ž [iv] Easy availability ž
[v] Packsize ž [vi] Packaging ž
[vii] Brand name ž [viii] Free gifts ž
[ix] Any other (Specify)
…………………………………………………...

10. Do customers purchase honey after seeing various brands ?

[i] Yes ž [ii] No ž

11. What do you think that more consumption of Dabur Honey

depends upon season also? If Yes?
[i] Winter ž [ii] Summer ž
[iii] Rainy Season ž [iv] Any other (specify) ………

12. What is your monthly sale?

[i] In gms. ž [ii] In kgs. ž
[iii] Any other (specify) …………………………………………..…
13. Are you satisfied with your margin?
[i] Yes ž [ii] No ž

14. How is your relation with distributors?

[i] Very Good ž [ii] Good ž
[iii] Satisfy ž [iv] Any other (specify)

15. Yours Suggestions:-

……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
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