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A STUDY OF MARKETING STRATEGIES FOR DABUR VATIKA

HAIR OIL WITH SPECIAL REFERENCE TO ALLAHABAD

"PROJECT REPORT FOR THE PARTIAL FULFILLMENT FOR

DEGREE OF MASTER OF BUSINESS ADMINISTRATION"

Under the S!er#$#%n %&

Mr' S(n)(* Mehr%tr(

S(+e$ M(n(,er

S-.#tted B* /

0000000'

M.B.A. 3rd Semester

Roll No.

1

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TABLE OF CONTENTS

A ST+&, - MAR/0T(N STRAT0(0S -R&AB+R 2AT(/A A(R -(4 '(T S506(A4

R00R0N60 T- A44AABA& .........................1

A6/N-'40&0M0NT.......................................*TAB40 - 6-NT0NTS.........................................30706+T(20 S+MMAR,.....................................86A5T0R 19 -B:06T(20 - T0 ST+&,........;ollowing are the Ma

5rofessionals to manage the #ompan%...........................................................................1>

3.89 5R-&+6T 4(N0............................................................................................1>3.;9 S'-T ANA4,S(S - &-B+R...................................................................*1

6A5T0R @9 -20R2(0' - T0 A(R -(4S0M0NT.............................................................**@.19 -!er!iew of 2AT(/A....................................................................................*@@.*9 ST5 ANA4,S(S - 2AT(/A A(R -(4....................................................*@@.39 MAR/0T(N M(7 - 2AT(/A A(R -(4...............................................*;@.@9 6-M50T(T-R ANA4,S(S..........................................................................33@.89 MB-ST-N 6-NS+4TAN6, R-+5S R-'T SAR0 MATR(7. .38@.;9 T0 N0' &AB+R 0NT(T,........................................................................3>@.>9 T0 +T+R0 -R &AB+R .......................................................................3?

6A5T0R 89 &ATA ANA4,S(S........................@*8.19 6+ST-M0R S+R20, R0S+4TS...............................................................@*8.*9 R0TA(4 S+R20, R0S+4TS.......................................................................@@

6A5T0R ;9 (N&(NS$R06-MM0N&AT(-NS AN& S+0ST(-N...@?6A5T0R >9 6-N64+S(-NS............................@

3

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ANN07+R09 A9 6-NS+M0RC+0ST(-NNA(R0= &AB+R 2AT(/A A(R -(4

8DANN07+R09 B9 R0TA(40R C+0ST(-NNA(R0=

&AB+R 2AT(/A A(R -(4...............................8@ANN07+R09 69 B(B4(-RA5,.....................8;

@

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E5ECUTIVE SUMMARY

This report aims at anal%)ing and reporting on the marketing strategies of &ar

(ndia 4td E&(4F for the rands &ar 2atika air -il.

The 2atika rand was lan#hed in 18 with 2atika air -il as its first prod#t.

(n the !er% first %ear of its lan#h it #rossed Rs. 1DD million in trno!er. -!er

the %ears$ 2atika has #ome to e amongst the #ompan%s highest selling rands.

2atika is a #omparati!el% %ong rand t is alread% a#knowledged for the

Galitati!el% inflential and pioneering role that it has pla%ed in the e!oltion of

the #ategories it has had a presen#e.

This report is not aiming at the o!erall marketing miH or the marketing strateg%

of &ar (ndia 4td$ t is an attempt to anal%)e the marketing miH of &ar

2atika air -il.

The report also enlists !arios re#ommendations ased on S'-T Anal%sis et#.

This anal%sis has een done on the asis of the information gathered from the

#ompan% wesite and other online resor#es and ooks and arti#les.

8

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CHAPTER 6/ OBJECTIVE OF THE STUDY

F%++%7#n, (re the M()%r O-)e8t#e %& Std*/ 9

1 To #ompare the Marketing Strateg% of &ar 2atika air -il with other

air oil 6ompetitors i.e. Mari#o$ 44$ /eo /arpin.

* To std% the 6onsmer B%ing eha!ior with referen#e to &ar !ati#a

hair oil.

3 To std% the prolems fa#ed % &ar 2atika air -il in Allahaad

region.

IMPORTANCE OF THE STUDY

Being stdent of MBA it is !er% essential for me to ha!e a pra#ti#al knowledge

in an organi)ation. -nl% to std% siness administration #orse knowledge is

not the soltion of the prolems$ whi#h arise in pra#ti#al field. There is a #ertain

formla for an% parti#lar prolem$ t the aim of this std% is to de!elop the

ailit% of de#ision=making. A right de#ision at right time and right pla#e itself

helps an organi)ation to rn smoothl%.

This std% gi!es an idea of all marketing a#ti!ities. So the wa% a prolem is

sol!ed right de#ision=making and knowledge of different t%pes of making

a#ti!ities gi!e m#h importan#e to the std%. -nl% in two month training it was

not possile to nderstand it so deepl%$ t an o!erall idea #old e de!eloped.

;

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CHAPTER :/ RESEARCH METHODOLOGY

As the prpose of the pro

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The Gestionnaire was of mltiple #hoi#es and the pattern of Gestions was as

simple as possile. 'ith e!er% Gestion$ mltiple #hoi#es were gi!en and

respondents were asked to sele#t one of them. The Gestionnaire te#hniGe was

str#tred and not disgised as the Gestions followed one pattern and reason

ehind the Gestionnaire was stated properl%. All the Gestions were dire#tl%

related to the s

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1D

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CHAPTER ;/ COMPANY DETAILS

;'6/ OVERVIEW OF FMCG SECTOR IN INDIA

The (ndian M6 se#tor is the &%rth +(r,e$t $e8t%r #n

the e8%n%.*with a total market si)e in eH#ess of +SJ

13.1 illion. (t has a strong MN6 presen#e and is

#hara#teri)ed % a well=estalished distrition network$

intense #ompetition etween the organi)ed and

norgani)ed segments and low operational #ost.

A!ailailit% of ke% raw materials$ #heaper laor #osts and presen#e a#ross the

entire !ale #hain gi!es (ndia a #ompetiti!e ad!antage.

The M6 market is set to trele from +SJ 11.; illion in *DD3 to +SJ 33.@

illion in *D18. 5enetration le!el as well as per #apita #onsmption in most

prod#t #ategories like

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the total hoseholds in (ndia E1?? millionF reside in the rral areas. The total

nmer of rral hoseholds is eHpe#ted to rise from 138 million in *DD1=D* to

183 million in *DD=1D. This presents the largest potential market in the world.

The annal si)e of the rral M6 market was estimated at arond +SJ 1D.8

illion in *DD;=D>. 'ith growing in#omes at oth the rral and the ran le!el$

the market potential is eHpe#ted to eHpand frther.

Rr(+ (nd r-(n !%tent#(+

Rr(+9r-(n !r%+e

+ran Rral5oplation *DD1=D* Emn hoseholdF 83 138

5oplation *DD=1D Emn hoseholdF ; 183

L &istrition E*DD1=D*F *? >*

Market ETowns2illagesF 3$>;? ;*>$DDD

+ni!erse of -tlets EmnF 1 3.3

Sor#e9 Statisti#al -tline of (ndia E*DD8=D;F$ N6A0R

An a!erage (ndian spends arond @D per #ent of his in#ome on gro#er% and ? per

#ent on personal #are prod#ts. The large share of fast mo!ing #onsmer goods

EM6F in total indi!idal spending along with the large poplation ase is

another fa#tor that makes (ndia one of the largest M6 markets.

1*

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13

Sor#e /SA Te#hnopa# 6onsmer -tlook *DD;

Sor#e Statisti#al -tline of (ndia *DD;

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;':/ COMPANY OVERVIEW

-!er its 1*D %ears of eHisten#e$ the &ar rand has stood for goodness throgh

a natral lifest%le. An mrella name for a !ariet% of prod#ts$ ranging from

hair #are to hone%$ &ar has #onsistentl% ranked among (ndias top rands. (ts

rands are ilt on the fondation of trst that a &ar offering will ne!er #ase

one harm.

The trst le!els that this rand en

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;';/ FINANCIAL REPORT

Rs E6roresF

:

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4emonee)

6apsi#o

He(+th C(re

B(-* C(re

&ar 4al Tail

&ar Ba% -li!e -il

&ar :anma hnti

He(+th S!!+e.ent$

&ar 6h%awanprash

&ar l#ose &

D#,e$t#e$

a

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N(tr(+ Cre$

Shila

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H(#r C(re Sh(.!%%

Anmol Silk% Bla#k Shampoo

2atika enna 6onditioning

Shampoo

2atika Anti&andrff Shampoo

Anmol Natral Shine Shampoo

Or(+ C(re

&ar Red el

&ar Red Toothpaste

Baool Toothpaste

&ar 4al &ant Man

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;'/ SWOT ANALYSIS OF DOBUR

*1

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CHAPTER / OVERVIEW OF THE HAIR OIL SEGMENT

**

STRENGTHS

Strong presen#e in well defined

ni#hes Elike !ale added air -il and

A%r!eda spe#ialitiesF

6ore knowledge of A%r!eda as

#ompetiti!e ad!antage

Strong Brand (mage

5rod#t &e!elopment Strength

Strong &istrition Network

0Htensi!e Sppl% 6hain

(T (nitiati!es

R I & P a ke% strength

WEAKNESS

Seasonal &emand Elike

#h%awanprash in winter and 2atika not

in winterF

4ow 5enetration

E6h%awanprashF

igh pri#e E2atikaF

4imited differentiation E2atikaF

+nranded pla%ers a##ont for

the *3rdof the total market E2atikaF

OPPORTUNITIES

+ntapped MarketE6h%awanprashF

Market &e!elopment

0Hport opportnities.

(nno!ation

(n#reasing in#ome le!el of the

middle #lass

6reating additional #onsmption

pattern

THREATS

0Histing 6ompetitionElike

imani$ aid%anath and Qand for

&ar 6h%awanprash and Mari#o$/eo

/arpin$ 44 and Ba

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(n the last Garter of the pre!ios #entr% (ndian women ha!e imied gloal

mores$ ethi#s$ fashions and st%les in a remarkale wa%. ,et the poplar

i#onograph% of (ndian eat% still asso#iates them with eatifl fair skin and

dark$ long lstros hair a #ommonl% a##epted definition of eat% in (ndian

so#iet%.

A#ross the #ontr%$ mothers spend endless hors tea#hing their daghters what

their mothers had taght them aot maintenan#e of their natral eat% P taken

primaril% as #aring for the skin and hair. (n the hair #are regime$ of the

nmeros pres#riptions none is more ni!ersall% a##epted than the oiling of hair

for norishment and se of home=made #on#o#tions of henna and shikakai paste

for #onditioning them.

(t wold #ome as a srprise to onl% a few that hair oils ha!e a penetration of

almost ?L ESor#e9 (RS *DD;F. -f the randed market$ hair oils form a ma

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'6/ Oer#e7 %& VATIKA

The 2atika rand was lan#hed in 18 with V(t#1( H(#r

O#+ ($ #t$ r$t !r%d8t. (n the !er% first %ear of its lan#h

it #rossed Rs. 1DD million in trno!er. -!er the %ears$ 2atika has #ome to e

amongst the #ompan%s highest selling rands.

(t was % 2atika enna 6ream 6onditioning Shampoo and later$

in *DDD$ % 2atika Anti=&andrff Shampoo. (n *DD;$ rand sales #rossed Rs.

1$DDD million. rom the #ompan%s perspe#ti!e$ 2atika is eHpe#ted to #ontine

to dri!e its growth in the %ears to #ome. 'ith its inno!ati!e offerings$ the rand

aims to e#ome a frontrnner in the market for hair #are and skin #are prod#ts.

2atika is a #omparati!el% %ong rand t is alread% a#knowledged for the

Galitati!el% inflential and pioneering role that it has pla%ed in the e!oltion of

the #ategories it has had a presen#e in. 6rrentl%$ the total annal sales of 2atika

prod#ts are o!er Rs. 1$DDD million. -f this$ 2atika air -il en

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premim segment whi#h !aled norishment of the hair ao!e the pri#e and it

tried to attend to that segment whi#h was not pri#e sensiti!e.

TARGETING

This was in line with its proposition and o!erall rand strateg% of a premim p=

market prod#t targeted for indi!idal needs as opposed to the #olle#ti!ist

#ltre of the #ategor%. (t targeted the high in#ome ran #ategor% of hair oil

sers. Sin#e the prod#t was eHpensi!e it #old mainl% #ater to the ran market

as opposed to the rral market where #onsmers are highl% pri#e sensiti!e.

Being positioned as ha!ing Amla$ enna and 4emon eHtra#ts$ the prod#t was

targeted towards the %ong$ #ontemporar%$ ed#ated$ mlti=fa#eted$

a#hie!ement=dri!en and #onfident women who were positioned as the 2atika

'oman.

POSITIONING

T%t(+ h(#r C(re -r(nd/ The prod#t inno!ation was fed % the !ital

#onsmer insight that man% women in #ontemporar% (ndia are worried aot

hair prolems #ased % ran polltion$ freGent #hange of diet de to

geographi#al moilit% and other fa#tors. Beset % modern=da% hair prolems$

the% are far more in#lined to rel% on home=grown remedies. B% offering hair oil

that #omined the enefits of natral prod#ts in a single pa#k$ 2atika #reated a

ni#he for itself as the t%t(+ h(#r 8(re -r(nd.

N(tr(+2 %&&er#n,/ 2atika is a rand that esposes traditional wisdom aot

health in a modern format. (t elie!es that natre has perennial answers to da%=

to=da% health isses$ parti#larl% when it #omes to hair #are and skin #are. (n a

*8

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world where modern li!ing #ases ntold stress the 2atika rand holds ot the

promise of pro!iding natral ingredients that re

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Pr%d8t Pr#8e Pr%.%t#%n P+(8e

!ariet%

Calit%

&esign

eatres

Brand Names

Ser!i#es

4ist 5ri#e

&is#ont

inan#in

g S#hemes

6redit

Terms

Ad!ertising I

5romotion

5li# Relations

Sponsorships

(nternet

Marketing

6hannels

4o#ation

(n!entor%

PRODUCT/

Br(nd N(.e9 2atika in indi means ,(rden. The rand attempts to li!e p to

the promises P eat% and natre P that are asso#iated

with its !er% name. Starting with these asso#iations

2atika has assidosl% ilt a rand that deli!ers on all

these !ales throgh its !arios prod#t offerings$ the

mother rand eing 2atika air -il.

Inn%(t#e !r%d8t %&&er#n,/. 2atika air -il is

#o#ont hair oil with spe#ial ingredients adding !ale to

the prod#t. 'hile #o#ont oil has een reglarl% sed % (ndian women as a

asi# hair ntrient$ a #omination of hers and natral prod#ts s#h as Henn(

A.+( (nd Le.%nha!e een sed for spe#ial hair needs.

C%8%nt h(#r %#+ pro!ides norishment to the hair$ while Henn( along with

other hers #oat the hair and prote#t it from oHidation$ there% maintaining its

*>

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natral #olor. A.+( strengthens hair roots and helps maintain their natral

health and thi#kness. Le.%n with its astringent a#tion #ontrols sem flow and

helps in pre!ention of dandrff.

Apart from henna$ amla and lemon$ it also #ontains other natral ingredients like

-r(h.# nee. -(her( 1(!r1(8h(r# h(r(r d,dh( (nd $,(ndh#t

dr(*($'

P(81(,#n,/ The Galities of 2atika prod#ts$ as#ried to the rand % hndreds

of thosands of satisfied #onsmers$ ha!e een frther nderlined % its

(ttr(8t#epa#kaging. (n a #ategor% d%.#n(ted -* -+e !(81$as analogos of

pre #o#ont oils$ 2atika -r%1e the n%r.with its white and green ottle with a

mshroom #ap.The green=and=white #olors$ sed in its pa#kaging$ refle#t the

rands natral an#estr% and gi!e it a !re.#. +%%1. These also help 2atika

stand ot in the #lttered en!ironment of (ndian retail.

A(#+(-+e #n/

B%tt+e$ >8 ml$ 18D ml$ 3DD ml

F+#! 8(n$ 18D ml$ 3DD ml

lip #ans were introd#ed for the winter season.

(+#t*/2atika prod#ts #ontain n(tr(+ #n,red#ent$that ha!e een lended

together throgh s#ientifi# pro#esses at &ars in=hose resear#h laoratories.

&ar Resear#h ondation has more than 1DD s#ientists working together to

make sperior Galit% prod#ts that mat#h international standards.

PRICE/

*?

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(n the traditional #o#ont hair oil #ategor%$ whi#h presmal% had pri#e

sensiti!e #onsmers$ 2atika air -il with its !ale added proposition P henna$

amla and lemon in a pre #o#ont oil P roke this m%th when #t +(n8hed (t

(+.%$t ( 6

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4ow

Make The Sale and Rn +nhapp% 6stomers 6heap oods

PLACE

2atika prod#ts in#lding 2atika air -il are sold in 3? #ontries throgh more

than 18 lakh retail otlets and 8$DDD distritors who ser!i#e the entire #ontr%

throgh a wide marketing network.

&ars distrition network eHtends e%ond (ndia in the following #ontries as

well9

D#$tr#-t#%n Net7%r1

6entral$ North I Soth Ameri#a

Astralia

Asia

3D

http://www.dabur.com/en/exports/Network/America.asphttp://www.dabur.com/en/exports/Network/Australia.asphttp://www.dabur.com/en/exports/Network/Asia.asphttp://www.dabur.com/en/exports/Network/America.asphttp://www.dabur.com/en/exports/Network/Australia.asphttp://www.dabur.com/en/exports/Network/Asia.asp

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Middle 0ast

North I Soth Afri#a

0ast I 'est 0rope

PROMOTION/

2atika P the ke% fo#s rand of the #ompan% P has alwa%s een well spported.

The #ompan% realised earl% that$ from the perspe#ti!e of rand ilding$ it was

!ital to in!est in this rand.

V(t#1( H(#r O#+$ r$t !r%.%t#%n9 (t fo#sed on the 1e* -enetP eatifl

hair withot hair prolems P that #ame aot as a reslt of the eHtra norishment

throgh the !ale addition of enna$ Amla and 4emon=deri!ed additi!es.

Cre(t#n, 8%n8e!t(+ (7(rene$$9 (n the initial phase of the #ommni#ation$ the

marketing o

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the goodness of #o#ont oil enri#hed with natral hers. 2atika was firml%

estalished as the leader in the new #ategor% of !ale=added hair oils and its

promotion #ampaign was so s##essfl that the prod#t segment itself #ame to

e identified with 2atika.

(n 1>$ the #ompan% #reated a new promotion #ampaign whi#h reinfor#ed the

o!ios fa#t that most #o#ont oil rands were not eGipped to #omat the

effe#ts of polltion$ hard water and #hemi#als the ma

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and V(t#1( ee S(n,eet A7(rd$. (t has also had a strong asso#iation$ sin#e its

in#eption$ with M%er$ (nd Sh(1er$P the poplar T2 show.

Ce+e-r#t* End%r$e.ent$/ The idea of sing an eHtraordinar% hair oil that

offered eHtra norishment was #ommni#ated throgh #ampaigns featring

i#ons s#h as M(nd#r( Bed# She&(+# Chh(*( (nd Sdh( Ch(ndr(nP all

modern$ %ong women per#ei!ed to ha!e that eHtra edge in their personalit%.A

nmer of #ommer#ials o!er the %ears ha!e featred personalities like Aditi

o!itrikar$ 5reeti :hangiani and Shweta :aishankar.To infse the !ales of

%othflness and natral eat%$ R(n# M1her)ee is the #rrent rand

amassador.

'/ COMPETITOR ANALYSIS

The ke% #ompetitors of &ar in the air -il segment are /eo /arpin$ 0mami$

Ba

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M(r#8%$ 5ara#hte is premim edile grade oil$ a market leader in its #ategor%.

S%non%mos with pre #o#ont oil in the market$ 5ara#hte is positioned on the

platform of prit%. (n fa#t o!er time it has e#ome the gold standard for prit%.

5ara#hteKs primar% target has een women of all ages. The rand has a hge

lo%alt%$ not onl% in the ran se#tions of (ndia t also in the rral se#tor. (t has

a market share of *?L.HLLhas two prod#ts$ 6lini# 5ls air -il and All

6lear 6lini# air -il. -!erall it has a 3L share in hair oil market.

'?/ MBOSTON CONSULTANCY GROUPS GROWTH SHARE

MATRI5

DABUR

(n the past$ the sheer d#er$#t* %& D(-r$ !r%d8t !%rt&%+#% has made an

e!alation of the #ompan%Ks prospe#ts Gite diffi#lt.

&arKs FMCG -$#ne$$#ontrites o!er >D per #ent of &ar (ndiaKs #rrent

re!enes. 'ithin the M6 siness$ &ar (ndia fo#sses on three ke%

prod#t grops U famil% prod#ts$ health#are and M6 eHports. The famil%

prod#ts portfolio oasts of Gite a few market leading rands U &ar Amla

38

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and 2atika hair oils$ 2atika shampoo$ &ar one%$ and &ar 4al &ant

Man and D(-r Ch*(7(n!r($h h($ ( 6 .(r1et $h(re

and is the market leader. Both of these are therefore &ars #ash #ow.

3;

Sor#e9 -R MAR Retail Adit reportKD;

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'/ THE NEW DABUR ENTITY

The New &ar (dentit% moderni)es the 1DD=%ear old eGit% of

the &ar rand % stl% transforming the tree. 'hile it

retains the essen#e of the an%an tree$ it now pro

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/eeping these !ital asso#iations in mind$ the tree in the new &ar identit% has

een #arefll% #reated to #ommni#ate &arKs in!alale 1DD=%ear old lega#%

as well as its ftre aspirations. (t now takes on a %onger a!atar$ in its form and

#olors$ and strikes a rapport with the #onsmer as a proa#ti!e rand with a

#ommitment to wellness and to nrtring an a#ti!e lifest%le a#ross age grops.

Ths$ throgh its form and #olors$ the new logo identit% #omines freshness

and stailit%. (t eHpresses a rand that is positi!e$ proa#ti!e and progressi!e. The

rst of lea!es and their #olors s%moli)e growth$ re

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,+%-(+ throgh its &ai=ased arm &ar (ndia. And the Big B and Rani

Mkher

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44s 83L$ and a 1*L share in the oral #are segment against 6olgates @;L.

6ompan% offi#ials elie!e that low market share means that there are sstantial

growth opportnities e!en if these #ategories do not grow. -r market shares

are low in some segments. This gi!es s opportnit% to penetrate these

#ategories.

Dr#er$ %& ,r%7th9 or the ftre$ &ar has identified &%%d$ h%.e 8(re

!r%d8t$ $1#n 8(re (nd OTC he(+th 8(re !r%d8t$as its growth engines. The

#ompan% plans to ramp p its home #are siness and in the food #ategor% it is

looking at eHpanding its ommade range of #ooking pastes and prees. (n the

skin #are segment$ the #ompan% lan#hed the &ar Anmol #old #ream last %ear

and its 2atika hone% and saffron soap is #rrentl% nder test lan#h.

E@!(n$#%n #n $%th Ind#(/&ar is looking at eHpanding its siness in soth

(ndia$ whi#h #rrentl% a##onts for arond 18L of its total sales.

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GROWTH STRATEGY

@1

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CHAPTER ?/ DATA ANALYSIS

?'6/ CUSTOMER SURVEY RESULTS

DABUR VATIKA

AWARNESS LEVEL

0

20

40

60

80

100

PARACHUTE KEO KARPIN NIHAR HAIR AND

CARE

DABUR

VATIKA

PERCENTAGE

PREFERRED BRAND

0

5

10

15

20

25

30

35

40

PARACHUTE KEO KARPIN NIHAR HAIR AND

CARE

VATIKA

PERCENTAGE

SATISFACTION LEVEL

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05

1015202530354045

PURCHAE

ANOTHER

BRAND

WAIT BU!

UBTITUTE

WHATEVER

O""ERED B!

RETAILER

PERCENTAG

?':/ RETAIL SURVEY RESULTSDABUR VATIKA

6. 'hi#h rands of air -il do %o sto#k

0

10

20

30

40

50

60

#0

80

%&'()* +,, -&''.(-/*

-&'.(

&(-&

PERCENTAGE

:'-t of these$ whi#h are the most preferred

@@

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0

10

20

30

40

50

%&'* +,, &''/*

&'

&&

PERCENTAGE

;'A##ording to %o what are the reasons for #stomers preferen#es

0

10

20

30

40

50

'& ,*&, '/ &&,&, * '/&*

PERCENTAGE

''hat is the profile of %or t%pi#al #onsmer

0

10

20

30

40

50

+(7+ ()*%/ %(,/ ()*%/ ,* ()*%/

PERCENTAGE

?''hat s#hemes are %o offered % the #ompanies

@8

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0

5

10

15

20

25

30

35

40

.'()/ ()*9 9 */ 7/ */ *+/'

PERCENTAGE

. 'hat s#hemes does a #onsmer prefer most

0

10

20

30

40

50

60

.'()/ ()*9 9 */ 7/ */ *+/'

PERCENTAGE

'A##ording to %o$ does in=store ad!ertising ha!e an effe#t on the #onsmers

preferen#e

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0

1020

30

40

50

60

/ *

PERCENTAGE

='&oes a #hange in pri#e affe#t their preferen#es

0

10

20

30

40

50

60

/ *

PERCENTAGE

@>

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CHAPTER / FINDINGS RECOMMENDATIONS AND

SUGGESTION

1. F%8$ %n ,r%7#n, 8%re -r(nd$a#ross #ategories.

*. Rea#hing ot to ne7 ,e%,r(!h#e$$ within and otside (ndia.

3. I.!r%e %!er(t#%n(+ een8#e$% le!eraging te#hnolog%.

@. Be the preferred #ompan% to meet the health and personal grooming needs

of or target #onsmers with safe$ effi#a#ios$ natral soltions % s%nthesi)ing

the deep knowledge of (*red( (nd her-$with modern s#ien#e.

8. 5ro!ide #onsmers with inno!ati!e prod#ts within e($* re(8h.

;. V(t#1( h(#r 8(re 8entre9 -n the lines of Mari#os /a%a Skin 6lini#$

&ar #old start a !entre #alled 2atika hair #are #entre whi#h wold pro!ide

total hair #are soltions. (t #old ha!e hair #are eHperts to sol!e hair prolems.

Ser!i#es #old in#lde dandrff treatment$

straightening of hair$ treatment for split ends et#.

>. More initiati!es like D(-r 1# Dee7(r2

to in#rease rand !isiilit%. (t is an initiati!e to

o##p% shelf spa#e.

@?

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CHAPTER / CONCLUSIONS

The H(#r %#+ (ndstr% is %et to #aptre the market in fll swing. H(#r %#+$are

%et to estalish their spplement se in the a!erage hosehold here in lies the

great opportnities. 'ithin the market$ it is safe to #on#lde that dar has hit

off ratherwell with the masses. dar has #learl% lost it head start ad!antage

and there% a#Giring

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then 5ri#e enefit$ so it is etter to stress on Galit% rather than on de#reasing

pri#e to in#rease sales and profit. To in#rease market share &ar shold gi!e

slight pri#e enefit on &ar rand so that #stomers of other :i#e rand

shold swit#h from other rand to &ar rand .

As (t#1(h(#r %#+ is a new prod#t introd#ed % &ar and as &ar is

getting eH#ise enefit from the o!ernment so &ar shold pass slight 5ri#e

enefit to the target market so that target market shold se the (t#1( h(#r

%#+and adopt it in making dail% food there% in#reasing the market share of

(t#1( h(#r %#+.

ANNE5URE/ A/ CONSUMER UESTIONNAIRE9 DABUR

VATIKA HAIR OIL

&ear Respondent$

Thanks for sparing few mintes to fill this Gestionnaire$ whi#h will help s to

std% the #onsmer per#eption for hair oil.

8D

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An% information pro!ided % %o will stri#tl% e sed for A#ademi# 5rpose.

1. 'hi#h rands of hair oil are %o aware of

5ara#hte

/eo /arpin

Nihar

air And 6are

&ar 2atika

*. 'hi#h rand of air -il do %o se

5ara#hte

/eo /arpin

Nihar

air And 6are

&ar 2atika

3. 'here wold %o rate %or rand on a s#ale of 1 P 8 E 8 eing highestF

5ara#hte

/eo /arpin

Nihar

air And 6are

&ar 2atika

@. 'hat are the primar% reasons for whi#h %o se this parti#lar rand

Non sti#k%

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Brand 4o%alt%

ragran#e

5ri#e

8. ow did %o get to hear aot this rand

T2

(nternet

'ord of Moth

5rint

;. (f %or rand is not a!ailale %o wold

5r#hase another rand

'ait for it to e a!ailale

o for a sstitte

B% what is offered % the retailer

>. 'hi#h pa#k si)e do %o prefer

>8 ml

18D ml

3DD ml

?. -n what parameters do %o #hoose this pa#k si)e

A!ailailit%

5ri#e

amil% si)e

8*

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Storage

. ow often do %o %

-n#e in 18 da%s

-n#e a month

-n#e in two months

1D. Are %o satisfied with %or rand

,es

No

Per$%n(+ In&%r.(t#%n /9

Age9

4o#ation9

(n#ome Eper monthF9

E1F Rs. 1$DDD P Rs. 1D$DDD E*F Rs. 1D$DDD P Rs. 3D$DDD

E3F Rs. 3D$DDD P Rs. 8D$DDDE@F Ao!e Rs. 8D$DDD

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ANNE5URE/ B/ RETAILER UESTIONNAIRE9DABUR VATIKA

HAIR OIL

&ear Respondent$

Thanks for sparing few mintes to fill this Gestionnaire$ whi#h will help s to

std% the #onsmer per#eption for the air -il #ategor% that we ha!e #hosen to

std%.

An% information pro!ided % %o will prel% and stri#tl% e sed for A#ademi#

5rpose onl%.

1. 'hi#h rands of air -il do %o sto#k

Mari#o

44

/eo /arpin

&ar 2atika

*. -t of these whi#h are the most preferred

Mari#o

44

/eo /arpin

&ar 2atika

3. A##ording to %o what are the reasons for #stomers preferen#es

Brand lo%alt%

5ri#e

A!ailailit%

8@

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No reason

@. 'hat is the profile of %or t%pi#al #onsmer

igh in#ome

Middle in#ome

4ow in#ome

8. 'hat s#hemes are %o offered % the #ompanies

5ri#e dis#onts

B% one get one free

-thers

;. 'hat s#hemes does a #onsmer prefer most

5ri#e dis#onts

B% one get one free

-thers

>. A##ording to %o$ does in=store ad!ertising ha!e an affe#t on the

#onsmers preferen#e

,es

No

?. &oes a #hange in pri#e affe#t their preferen#es

,es

No

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ANNE5URE/ C/ BIBLIOGRAPHY

B%%1$/

Marketing Management9 Twelfth 0dition P 5hilip /otler I /e!in 4ane /eller

Marketing Resear#h % Ra