Manish Cons Bhvr Project

8/2/2019 Manish Cons Bhvr Project

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MARKETING MIX OF DABUR INDIA LIMITED AND

ANALYSIS OF PERSONALITY THEORIES ON

WHICH ITS PRODUCTS ARE POSITIONED

CONSUMER BEHAVIOUR

ASIAN BUSINESS SCHOOL

SUBMITED BY: MANISH SHARMA

3rd SEMESTERMBAABS NOIDA


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STUDENTS DECLARATION

I, MANISH SHARMA, the undersigned, a student of ASIAN BUSINESS

SCHOOL, NOIDA hereby declare that this project work report on

MARKETING MIX OF DABUR INDIA LIMITED AND ANALYSIS OF

PERSONALITY THEORIES ON WHICH ITS PRODUCTS ARE POSITIONED.

Is the result of my own research and no part of it has been presented for another degree in

this university or elsewhere. I am solely responsible for any errors in the work.

NAME SIGNATURE DATE

MANISH SHARMA ...

M.B.A (2010-12)

ASIAN BUSINESS SCHOOLNOIDA


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CERTIFICATE

This is to certify that Mr. MANISH SHARMA is a bona fide student of ASIANBUSINESS SCHOOL, NOIDA and is presently pursuing a Master of BusinessAdministration.

Under my guidance, he has submitted his project report titled onMARKETING MIXOF DABUR INDIA LIMITED AND ANALYSIS OF PERSONALITY THEORIES

ON WHICH ITS PRODUCTS ARE POSITIONED in partial fulfillment of therequirement for the semester project during the Master of Business Administration.

To the best of my knowledge, this report has not been previously submitted as part of

another degree or diploma of any another Business School or University.

____________________________ _______________________

(Mrs. Latika Sahni) Mr. SachinSrivastava Dean,Asian Business School,

Noida


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ACKNOWLEDGEMENT

Words often fail to express inner feelings of gratitude to ones benefactors, but then it

is the only readily available medium through which the undersigned can express hissincere thanks to all those who are associated with his work in one way of the other.

I feel it my profound privilege to express my most sincere gratitude and indebtedness tomy respectable dean, Mrs. Latika Sahni and my project guide Mr. Sachin Srivastava,who was instrumental in providing me direction, constant encouragement, and co-operation in my attempt to take this project to its logical conclusion.

I also want to thank my class mates and to all the respondents who featured in my surveybut remain as nameless entities, I present a deep bow of gratitude.

I would like to thank all my teachers at Asian Business School without whose support;this semester project would not been possible.


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INDEX

S. No. Contents Page No.

1 Acknowledgement 4

2 Executive Summary 6

3 Overview Of FMCG Sectors In India 7

4 Introduction to the Company 9

5 List of Acquisitions 11

6 Organizational Structure 15

7 SWOT Analysis of Dabur 19

8 Research Problem 20

9 Research Design 21

10 Marketing Mix 23

11 Dabur Foods Marketing Mix 26

12 Marketing Mix of Dabur Chyawanprash 36

13 Personality Theories 46

14 Implementation of Personality Theories 58

15 Bibliography 62


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Executive Summary

This project main aim is to tell what exactly marketing mix is all about and how

different companies manages its marketing mix to maximize their profits. The

company taken in this project is Dabur India Limited. The marketing mix of Dabur

Foods has been done in this project and some recommendations have been

mentioned after analyzing the marketing mix. Also the marketing mix of Dabur

Chyawanprash, one of the leading products of the company has been done. Its the

market leader in the chyawanprash sector. Some recommendations are suggested

after the deep study about its marketing mix.

The other objective of the project is the personalitys theories and how the

marketers apply them while targeting their customers via ads, marketing or

promotions. It is explained later in the project how daburs product uses different

personality theories when they are making their ads and how the customer

perceives it and on the basis of what personality theory their buying take place.


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OVERVIEW OF FMCG SECTOR IN INDIA

The Indian FMCG sector is the fourth largest sector in the economy with a total

market size in excess of US$ 13.1 billion. It has a strong MNC presence and is

characterized by a well-established distribution network, intense competition betweenthe organized and unorganized segments and low operational cost. Availability of key

raw materials, cheaper labor costs, and presence across the entire value chain gives India

a competitive advantage.

The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in

2015. Penetration level as well as per capita consumption in most product categories like

jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market

potential. Burgeoning Indian population, particularly the middle class, and the rural

segments, presents an opportunity to makers of branded products to convert consumers to

branded products. Growth is also likely to come from consumer 'upgrading' in the

matured product categories. With 200 million people expected to shift to processed and

packaged food by 2012, India needs around US$ 28 billion of investment in the food-

processing industry.

India is one of the largest emerging markets, with a population of over one billion.

India is one of the largest economies in the world in terms of purchasing power and has a

strong middle class base of 300 million. Around 70 per cent of the total households in

India (188 million) reside in the rural areas. The total numbers of rural households are

expected to rise from 135 million in 2001-02 to 153 million in 2011-12. This presents thelargest potential market in the world. The annual size of the rural FMCG market was

estimated at around US$ 10.5 billion in 2001-02. With growing incomes at both the rural

and the urban level, the market potential is expected to expand further.


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Rural and urban potential

Rural-urban profile

Source: Statistical Outline of India (2008-09), NCAER

An average Indian spends around 40 per cent of his income on grocery and 8 per cent on

personal care products. The large share of fast moving consumer goods (FMCG) in total

individual spending along with the large population base is another factor that makes

India one of the largest FMCG markets

Urban Rural

Population 2001-02 (mn household) 53 135

Population 2009-10 (mn household) 69 153

% Distribution (2001-02) 28 72

Market (Towns/Villages) 3,768 627,000

Universe of Outlets (mn) 1 3.3


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INTRODUCTION

COMPANY OVERVIEW

Over its 120 years of existence, the Dabur brand has stood for goodness through a natural

lifestyle. An umbrella name for a variety of products, ranging from hair care to honey,

Dabur has consistently ranked among Indias top brands. Its brands are built on the

foundation of trust that a Dabur offering will never cause them harm.

The trust levels that this brand enjoys are phenomenally high. While Ries and Trout may

ask What does Dabur stand forshampoo or digestive tablets? The answer is fairly

simple, it stands for Indias fourth largest fast moving consumer goods company that both

consumers and trade respect and trust unequivocally, and which has an annual turnover ofover Rs 15 billion.

The company has kept an eye on new generations of customers with a range of products

that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal

customers.


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Dabur is an investor friendly brand as its financial performance shows. There is an

abundance of information for its investors and prospective information including a daily

update on the share price (something that very few Indian brands do). Theres a great

sense of responsibility for investors funds on view. This is a direct extension of Daburs

philosophy of taking care of its constituents and it adds to the sense of trust for the brand

overall.

Dabur India Limited has marked its presence with some very significant achievements

and today commands a market leadership status. Our story of success is based on

dedication to nature, corporate and process hygiene, dynamic leadership and commitment

to our partners and stakeholders. The results of our policies and initiatives speak for

themselves.

Leading consumer goods company in India with a turnover of Rs.2834.11

Crore (FY09)

3 major strategic business units (SBU) - Consumer Care Division (CCD)

and Consumer Health Division (CHD) and International Business

Division (IBD)

3 Subsidiary Group companies Dabur International, Fem Care Pharma

and new u.

17 ultra-modern manufacturing units spread around the globe


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Products marketed in over 60 countries.

Wide and deep market penetration with 50 C&F agents, more than 5000

distributors and over 2.8 million retail outlets all over India.

LIST OF ACQUISTIONS

Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn

and grow to a commanding status in the industry. The Company has gone a long way in popularizing and making easily available a whole range of products based on thetraditional science of Ayurveda. And it has set very high standards in developing

products and processes that meet stringent quality norms. As it grows even further, Daburwill continue to mark up on major milestones along the way, setting the road for others tofollow.

1884 - Established by Dr. S K Burman at Kolkata

1896 - First production unit established at Garhia

1919 - First R&D unit established

Early 1900s - Production of Ayurvedic medicines

Dabur identifies nature-based Ayurvedic medicines as its area of specialization. It is thefirst Company to provide health care through scientifically tested and automatedproduction of formulations based on our traditional science.

1930 - Automation and up gradation of Ayurvedic products manufacturing initiated

1936 Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated1940 - Personal care through Ayurveda

Dabur introduces Indian consumers to personal care through Ayurveda, with the launchof Dabur Amla Hair Oil. So popular is the product that it becomes the largest selling hairoil brand in India.

1949 - Launched Dabur Chyawanprash in tin pack


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Widening the popularity and usage of traditional Ayurvedic products continues. Theancient restorative Chyawanprash is launched in packaged form, and becomes the firstbranded Chyawanprash in India.

1957 Computerization of operations initiated

1970 - Entered Oral Care & Digestives segment

Addressing rural markets where homemade oral care is more popular than multinationalbrands, Dabur introduces Lal Dant Manjan. With this a conveniently packaged herbaltoothpowder is made available at affordable costs to the masses.

1972 - Shifts base to Delhi from Calcutta

1978 - Launches Hajmola tablet

Dabur continues to make innovative products based on traditional formulations that canprovide holistic care in our daily life. An Ayurvedic medicine used as a digestive aid isbranded and launched as the popularHajmola tablet.

1979 Dabur Research Foundation set up1979 - Commercial production starts at Sahibabad, the most modern herbal

medicines plant at that time

1984 Dabur completes 100 years

1988 - Launches pharmaceutical medicines

1989 - Care with fun

The Ayurvedic digestive formulation is converted into a children's fun product with thelaunch of Hajmola Candy. In an innovative move, a curative product is converted to a

confectionary item for wider usage.1994 Comes out with first public issue

1994 Enters oncology segment

1994 - Leadership in health care

Dabur establishes its leadership in health care as one of only two companies worldwide tolaunch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research Foundation developsan eco-friendly process to extract the drug from its plant source

1996 Enters foods business with the launch of Real Fruit Juice

1996 - Real blitzkrieg

Dabur captures the imagination of young Indian consumers with the launch ofReal FruitJuices - a new concept in the Indian foods market. The first local brand of 100% purenatural fruit juices made to international standards, Real becomes the fastest growingand largest selling brand in the country.

1998 - Burman family hands over management of the company to professionals


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2000 - The 1,000 crore mark

Dabur establishes its market leadership status by staging a turnover of Rs.1,000 crores.Across a span of over a 100 years, Dabur has grown from a small beginning based ontraditional health care. To a commanding position amongst an august league of largecorporate businesses.

2001 - Super specialty drugs

With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company gainsentry into the highly specialised area of cancer therapy. The state-of-the-art plant andlaboratory in the UK have approval from the MCA of UK. They follow FDA guidelinesfor production of drugs specifically for European and American markets.

2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4

crore

2003 - Dabur demerges Pharmaceuticals business

Dabur India approved the demerger of its pharmaceuticals business from the FMCGbusiness into a separate company as part of plans to provider greater focus to boththe businesses. With this, Dabur India now largely comprises of the FMCG businessthat include personal care products, healthcare products and Ayurvedic Specialities,while the Pharmaceuticals business would include Allopathic, Oncologyformulations and Bulk Drugs. Dabur Oncology Plc, a subsidiary of Dabur India,would also be part of the Pharmaceutical business.

Maintaining global standards

As a reflection of its constant efforts at achieving superior quality standards, Daburbecame the first Ayurvedic products company to get ISO 9002 certification.

Science for nature

Reinforcing its commitment to nature and its conservation, Dabur Nepal, a subsidiary ofDabur India, has set up fully automated greenhouses in Nepal. This scientific landmarkhelps to produce saplings of rare medicinal plants that are under threat of extinction due toecological degradation.

2005 - Dabur aquires Balsara

As part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene and Homeproducts businesses, a leading provider of Oral Care and Household Care products in theIndian market, in a Rs 143-crore all-cash deal.

2005 - Dabur announces bonus after 12 years

Dabur India announced issue of 1:1 Bonus share to the shareholders of the company, i.e.one share for every one share held. The Board also proposed an increase in the authorized


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share capital of the company from existing Rs 50 crore to Rs 125 crore.

2006 - Dabur crosses $2 bin market cap, adopts US GAAP.

Dabur India crosses the $2-billion mark in market capitalisation. The company alsoadopted US GAAP in line with its commitment to follow global best practices and adopt

highest standards of transparency and governance.2006 - Approves FCCB/GDR/ADR up to $200 million

Moving forward on the inorganic growth path, Dabur India decides to raise up to $200million from the international market through Bonds, FCCBs, GDR, ADR, QIPs or anyother securities.The capital raised will be used to fund Dabur's aggressive growthambitions and acquisition plans in India and abroad.

2007 - Celebrating 10 years of Real

Dabur Foods unveiled the new packaging and design for Real at the completion of 10years of the brand. The new refined modern look depicts the natural goodness of the juicefrom freshly plucked fruits.

2007 - Foray into organised retail

Dabur India announced its foray into the organised retail business through a wholly-ownedsubsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by 2010 to establish its

presence in the retail market in India with a chain of stores on the Health & Beauty format.

2007 - Dabur Foods Merged With Dabur India

Dabur India decides to merge its wholly-owned subsidiary Dabur Foods Limited withitself to extract synergies and unlock operational efficiencies. The integration will alsohelp Dabur sharpen focus on the high growth business of foods and beverages, and enternewer product categories in this space.


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Organizational Structure

Good corporate governance and transparency in actions of the management is a key to a

strong bond of trust with the Companys stakeholders. Dabur understands the importance

of good governance and has constantly avoided an arbitrary decision-making process.

Our initiatives towards this end include:

Professionalisation of the board

Lean and active Board(reduced from 16 to 10 members)

Less number of promoters on the Board

More professionals and independent Directors for better management

Governed through Board committees for Audit, Remuneration, Shareholder

Grievances, Compensation and Nominations

Meets all Corporate Governance Code requirements of SEBI


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PRODUCT LINE

Foods

Real

Real Activ

Hommade

Lemoneez

Capsico

Health Care

Baby Care

Dabur Lal Tail

Dabur Baby Olive Oil

Dabur Janma Ghunti

Health Supplements

Dabur Chyawanprash

Dabur Glucose D

Digestives

Hajmola Yumstick

Hajmola Mast Masala

Anardana

Hajmola

Hajmola Candy

Hajmola Candy Fun2

Pudin Hara (Liquid and Pearls)


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Pudin Hara G

Dabur Hingoli

Natural Cures

Shilajit Gold

Nature Care

Sat Isabgol

Shilajit

Ring Ring

Itch Care

Backaid

Shankha Pushpi

Dabur Balm

Sarbyna Strong

Personal Care

Hair Care Oil

Amla Hair Oil

Amla Lite Hair Oil

Vatika Hair Oil

Anmol Sarson Amla

Hair Care Shampoo

Anmol Silky Black Shampoo

Vatika Henna Conditioning Shampoo

Vatika AntiDandruff Shampoo

Anmol Natural Shine Shampoo

Oral Care

Dabur Red Gel

Dabur Red Toothpaste

Babool Toothpaste

Dabur Lal Dant Manjan


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Dabur Meswak

Dabur Promise

Skin Care

Gulabari

Vatika Fairness Face Pack

Ayurvedic Specialities

Ayurveda

Ayurveda Vikas

Stresscom

Broncorid, Madhuvaani

Trifgol

Lipistat

Rheumatil Gel, Rheumatil Tab

Mensta


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SWOT ANALYSIS OF DABUR

STRENGTHS

Strong presence in well definedniches( like value added Hair Oiland Ayurveda specialties)

Core knowledge of Ayurveda ascompetitive advantage

Strong Brand Image

Product Development Strength

Strong Distribution Network

Extensive Supply Chain

IT Initiatives

R & D a key strength

WEAKNESS

Seasonal Demand( likechyawanprash in winter andVatika not in winter)

Low Penetration(Chyawanprash) High price(Vatika)

Limited differentiation (Vatika) Unbranded players account for

the 2/3rd of the totalmarket(Vatika)

OPPORTUNITIES

Untapped Market(Chyawanprash)

Market Development

Export opportunities.

Innovation

Increasing income level of the

middle class

Creating additional consumptionpattern

THREATS

Existing Competition( likeHimani, baidyanath and Zandufor Dabur Chyawanprash andMarico, Keo Karpin, HLL andBajaj for Vatika Hair Oil)

New Entrants Threat from substitutes (like

Bryllcream for Vatika hair oil)


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RESEARCH METHODOLOGY

Research Question:-


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Find out

MARKETING MIX OF DABUR INDIA LIMITEDAND PERSONALITIES THEORIES ON WHICH

ITS PRODUCTS ARE POSITIONED.

Research Design:-

A research design is a frame work or blue print for conducting the research project. Itdetails the procedures necessary for obtaining the information needed to structure and/orsolve the research problems. There are various types of research which are conducted tofind the solution for the research problem.

These are:-


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Exploratory research: This research is conducted when there are few or noearlier studies to which references can be made for information. The aim behindthis research is to look for patterns, ideas or hypothesis rather than conforming ortesting a hypothesis. The focus is on gaining insights and familiarity with thesubject area for more rigorous investigation later.

Descriptive research:This research describes phenomena as they exist. It is usedto identify and obtain information on the characteristics of a particular issue. Itgoes further than the exploratory research in examining a problem since it isundertaken to ascertain and describe the characteristics of the issue.

Predictive research:This research goes further by forecasting the likelihood of asimilar situation occurring elsewhere. This provides how, why, and whereanswers to current events as well as to similar events in the future. It is also helpful

in situations where what if? questions are being asked.

Analytical / Rationale research:The rationale research for the selection of theintroductory sections of research papers as the focus of the study is two-fold. First,regardless of the final forms of the research papers, that is, whether they are

published articles, chapters or dissertations, these sections share a common set ofgeneral purposes. Secondly, the nature of the texts as argument means that they

provide a relevant site for an investigation of evaluative strategies in academicwriting.

S.NO. RESEARCH STUDY RATIONALE

01. Exploratory Research Not Applicable; because the study and research has alreadybeen done and published by various people. Also, the aimbehind the study is to explore the research objectives.

02. Descriptive Research Applicable; because the researcher wants to explore moreabout the company and its current scenario in relation to theindustry in which the company exist.

03. Predictive Research Applicable; as the researcher wants to predictive the futurescenario of the industry and the existence of the company inits industry.

04. Analytical Research Applicable; because the aim behind the study is to analyze thecurrent and the future scenario of the company and industryso that research question could be proved.


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The researcher have selected the descriptive and analytical research to complete theresearch work as the data which has been used for conducting and completing theresearch is the data which has already been published on the website of the company andvarious other websites, also used by other people in their respective research study.

Descriptive research in the sense as the researcher have tried to analyze and describe the problem and trying to find out the solution to resolve the same problem in a moreeffective and efficient way. While, analytical research in the sense that the data whichhave been used while the research study is the data which is secondary data and other

people also used the same for conducting their study; as well already been published.

Data used in the research study:-

S.NO. TYPES OF STUDY RATIONALE

01. Primary Data:

a) Survey Research Applicable

b) Questionnaire Not Applicable

c) Interview Not Applicable

d) Observations Applicable

e) Case Studies Not Applicable

f) Critical Incidents Not Applicable

02. Secondary Data:

a) Annual Company Reports Applicable

b) Government Statistics Applicable

c) Published Data Applicable

The Marketing Mix

Product

Place

Target


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Market

Price

Promotion

The firm attempts to generate a positive response in the target market by

blending these four marketing mix variables in an optimal manner.

A Summary Table of the Marketing Mix

The following table summarizes the marketing mix decisions, including a list of some of

the aspects of each of the 4Ps.

Summary of Marketing Mix Decisions


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Product Price Place Promotion

Functionality

Appearance

Quality

Packaging

Brand

Warranty

Service/Support

List price

Discounts

Allowances

Financing

Leasing options

Channel members

Channel motivation

Market coverage

Locations

Logistics

Service levels

Advertising

Personal selling

Public relations

Message

Media

Budget


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DABUR FOODS SELLING PROCESS

Dabur food process of selling starts from stockiest.

C&FA dose not have any process to play in the process of selling of

dabur foods products. They are just Clearing & Forwarding Agents they

store the manufacturing products and then supply it to stockiest.

Stockiest pay the money to dabur foods through demand draft.

Stockiest further sells the products to retailers.

Retailer finally sells the products to consumers.


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HOW DABUR FOOD IS USING MARKETING MIX

Product

Appearance: Dabur tries to make its products appear very attractive.

Quality: Quality of the product is really unmatchable as it is tested number of times and

its products are processed using very advanced machinery and technology.

Packaging: Dabur products packaging is done in such a way that their juice does not get

expired before 6 months in spite of perishable products.

Brand: Dabur itself is a very reputed and well known brand in the market and its Real

juice is also known all over India.

Warranty: Dabur as such does not gives any warranty but if there is any problem in its

products before expiry then they replace the product.

Service/Support: Dabur foods provide full support to its stockiest, retailers and

consumers, what so ever the problem is

Price

List price: Dabur decide its price according to its competitors and the price structure is

different for retailers and stockiest.

Discounts: There are different discounts for retailers, stockiest and consumer from time

to time.


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Allowances: Special allowances are given to stockiest sales man if he achieves his

targets.

PlaceChannel members: Channel members or business partners of dabur are its stockiest,

retailers.

Channel motivation: Channel motivation for dabur is pull and push strategy.

Market coverage: Dabur Foods has a distribution network that covers 175 towns and 75

thousand retail outlets making its product available to the consumers across the country atease.

Locations: Dabur foods try to cover or try to place its products in each and every shop

and every location.

Promotion

Advertising: Dabur products are advertised through television, newspapers, magazine

etc.

Personal selling: Dabur hardly do any personal selling except in tent shows and road

shows. Same for less & more for same

Media: Media of promotion is TV, Radio, newspapers, magazine.

Budget: Budget is decided by finance team for different strategic business unit.


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Channel Of Distributions

Manufacturing Plant

Clearing and forwarding agent (different regions)

Stockist A Stockist B Stockist C

Retailers Retailers Retailers Retailers Retailers Retailers

CONSUMERS

The above diagram it shows channel of distribution of dabur foods, here first the productsare manufactured and from Manufacturing plants the packed goods are supplied toClearing And Forwarding Agents(C&FA) and from here the goods are then furthersupplied to number of Stockiest or Distributors, from here goods reaches to large numberof Retailers and it is the duty of Stockiest to take orders from retailers and then supply thegoods to them, this work is generally done by stockiest salesman through ready stock or

by taking orders first and then placing the order. From here the goods finally reaches toCustomers. Customer purchases the product from retailers.


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This was the basic Channel of Distribution used by Dabur Foods, now I will throw lighton each channel of distribution of Dabur Foods.

Supply Chain Management:

Supply chain management starts before physical distribution: it involves procuring theright inputs (raw materials, components, and capital equipment), converting them intofinished products, and dispatching them to the final destinations. The supply chain

perspective can help identify superior suppliers and distributors and help them improveproductivity, which ultimately brings down the companys costs.

A broader view sees a company at the center of a value networkthat includes itssuppliers, its immediate customers, and their end customers. The value networkincludesvalued relations with others such as university researchers, government approval agencies

and so on.

MANUFACTURING PLANT:

Dabur Foods has Number of products in its product line but its main area of interest orthe product on which they concentrate the most is Real Juice.Dabur has its manufacturing plant at Nepal and at Jaipur where juice is manufactured andtested.

PROCUREMENT & TRANSPORT:

Getting the raw material and packaging material requirement from the productionunit in charge

Constant updates on the procurement of materials and transport details

Production details and ingredient content information from the different personneland coordinating this activity.

PACKAGING:

Approval and coordination of the supply of packaging material to the productionunit


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CLEARING AND FORWARDING AGENT (C&FA)

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

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

Here C&FA keep or stock the goods with them. They charge dabur for stocking the good and even dabur dont mind doing so as it

is a measure of cost cutting as well as there is no need for warehouses andmaintenance.

For Ghaziabad, Meerut, Delhi NCR there is one C&FA whish is situated in Mohan

Nagar, here all goods which dabur foods hare kept here.

STOCKIEST OR DISTRIBUTORS

Stockiest store the products in their warehouses, C&FA supplies the goods to themas per their order.

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

and then supply goods to them. Sales men either take ready stock with them or they first take orders and then

supply goods later on.

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

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

Companies sales officer keeps a check on the stockiest and monthly report is also

prepared which is further analyzed by ASM & ZSM. In Noida Dabur has 1 stockiest, and in Ghaziabad 1


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RETAILERS

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

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

Classification of outlets in different type of markets is different according to theirsales volume.

TYPES OF RETAILS OUTLETS

Class Average Monthly Business

A Above 10,000

B 5,000-10,000

C Upto 5,000

Margin of retailers is always higher than stockiest.

Retailers are the one who have direct contact with the customers. Dabur Foods has a distribution network that covers 175 towns and 75 thousand

retail outlets making its product available to the consumers across the country atease.


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TYPES OF RETAIL MARKET

The retail market can be classified on the basis of magnitude of retail.

SCATTERED MARKET

Lesser no. of outlets, andExtensive outlets

BLOCK MARKET

Large no. of retail outlets in chunk

SUPER MARKET

Through their superior information, logistical systems and buying power deliver goodservice and immense volumes of products at attractive prices.

CHAIN OUTLETS

Having more than one key outlet all across with a single control unit and centralpurchasing strategy


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THE FUTURE FOR DABUR

Tapping the world markets: Dabur India, under its new brand

architecture, has five power brands under its portfolio with distinct

offerings Vatika, a herbal beauty brand with products like Vatika Shampoo, Hair oil

and Fairness Face pack; Dabur, the natural healthcare brand with products like

Chyawanprash and Pudin Hara; Hajmola, the tasty digestive brand with Hajmola

candy, Fun2 and Anardana Churan; Real which offers fruit beverages and has products

like Real Fruit juices, Lemoneez; and the recently launched Anmol which is a cross

category value-for-money brand. Dabur has decided to take two of its five power brands

Dabur and Vatika global through its Dubai-based arm Dabur India.

And the Big B and Rani Mukherjee will help the company get a toehold in the worlds

herbal hair oil, shampoos and hair creams market. The Rs 1,232-crore FMCG major

has also decided to give a new impetus to its international food supplement brand,

Nature4u, by now launching it in the burgeoning Gulf market. It is currently being sold

only in UK and EU. We have drawn an aggressive plan to launch Dabur and Vatika

globally, starting from the Middle East, GCC, and SAARC countries. We expect our

market share to double within two years in the 10 countries we will focus on initially,

said Mr. Arvind Kumar, CEO, Dabur International. The 10 top-of-mind markets for

Dabur right now are UAE, Saudi Arabia, Kuwait, Bahrain, Oman, Bangladesh, Pakistan,Egypt, and Nigeria.

To develop Dabur International as its major overseas hub to service all markets except

Russia, the company is setting up a new plant which is expected to be ready in a year.

Dabur International already has a plant in Jabel Ali to both package products sourced

from India and produces some local variants. Dabur India has been selling its product in


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Dubai and GCC countries since 1992 through a franchise Redrock Limited. The

company had acquired this franchise last year at investments of about USD five million.

Growing market share: While there is no doubt that Dabur now has a presence in

several product categories ranging from hair care to oral care to home care to health

supplements to juices and even soaps, it is also true that in some of these segments its

market share is very low and trails the market leader by a huge margin. For instance,

Dabur only has a 6% market share in shampoos against HULs 53%, and a 15% share in

the oral care segment against Colgates 46%.

Company officials believe that low market share means that there are substantial growth

opportunities even if these categories do not grow. Our market shares are low in some

segments. This gives us opportunity to penetrate these categories, says Mr Narang.

Drivers of growth: For the future, Dabur has identified foods, home care products,

skin care and OTC health care products as its growth engines. The company plans to

ramp up its home care business and in the food category it is looking at expanding its

Homemade range of cooking pastes and purees. In the skin care segment, the company

launched the Dabur Anmol cold cream last year and its Vatika honey and saffron soap is

currently under test launch.

Expansion in south India: Dabur is looking at expanding its business in south India,

which currently accounts for around 15% of its total sales.


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RECOMMENDATIONS

Focus on growing core brands across categories.

Reaching out to new geographies.

Improve operational efficiencies by leveraging technology.

Be the preferred company to meet the health and personal grooming needs of our

target consumers with safe, efficacious, natural solutions by synthesizing the deepknowledge of ayurveda and herbs with modern science.

Provide consumers with innovative products within easy reach.

Vatika hair care centre: On the lines of Maricos Kaya Skin Clinic, Dabur could start a

venture called Vatika hair care centre which would provide total hair care solutions. It

could have hair care experts to solve hair problems. Services could include dandruff

treatment, straightening of hair, treatment for split ends, etc.

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

necessary for health.

More initiatives like Dabur ki Deewar to increase brand visibility. It is an initiative

to occupy shelf space.


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STP ANALYSIS OF DABUR CHYAWANPRASH

SEGMENTATION

Dabur Chyawanprash is the market leader in the Chyawanprash segment. It comes

under the category of health supplements. The segments that it considers are growing

kids, competitive youth, ever busy housewives, and the aged.

For the growing kids: In today's competitive environment, the children are under

high pressure to excel.

For the competitive youth: Modern life keeps the youth busy and demands them to

be active and efficient.

For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder all

responsibilities.

For the aged: Old age weakens a person physically and mentally.

After segmenting the population into these categories it aims to keep them fit and

healthy.


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TARGETING

Traditionally, chyawanprash was supposed to be a health supplement for the aged and

kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and

kids .This it is trying to achieve through its promotion activities by making Amitabh

Bacchan and Vivek Oberoi do the endorsement act. Amitabh has been projected as a

user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in

todays demanding lifestyle. Vivek, who represents an urban ambitious non-user with a

mindset that Chyawanprash is not for him, meets his moment of truth when outperformed

by a young Chyawanprash user, thus reaching out to kids. His final conversion from a

non-user to a Chyawanprash user connects with the Youth. These two ads compliment

each other and connect very well with the targeted consumers


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POSITIONING

"Andar se strong: Dabur chyawanprash has the tag line "Andar se strong By using a

natural language instead of scientific language it is able to connect with the consumers

and is able to achieve a better positioning in the minds of the Indian health conscious

consumer. A category like Chyawanprash for instance needs to understand that in

employing the category language it loses any chance of expressing its own benefit

distinctively.

Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating

immune system, relieving stress, improving stamina, fighting aging through anti-oxidant

property, improving lung function, fighting respiratory infections, & building resistance

to disease. The brand conveys this health conscious holistic view of the product.

Brand Trust: Over 100 years of Daburs experience in Ayurveda ensures selection,

processing, and quality control of right herbs along with scientific and clinical studies

makes DCP a trustworthy offering for consumers. Consumers view DCP as a product by

a trusted brand and therefore do not need to think twice before making a purchasingdecision.


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MARKETING MIX OF DABUR CHYAWANPRASH

Dabur Chyawanprash is the market leader in the chyawanprash segment and has achieved

this with its innovative product offering, pricing strategy, easy availability, and

promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps ofmarketing mix with respect to Dabur Chyawanprash. The mix shall be analyzed as

followed:

Product

Price

Place

Promotion

Product Price Promotion Place

Product

Variety

Quality

Design

Features

Brand

Names

Services

List Price

Discount

Financing

Schemes

Credit

Terms

Advertising &

Promotion

Public

Relations

Sponsorships

Internet

Marketing

Channels

Location

Inventory


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PRODUCT

Dabur Chyawanprash is the leader in the Chyawanprash category and

enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept

of branded Chyawanprash and since has invested heavily in product

development, clinical studies, and consumer awareness. The product is

essentially a health supplement.

Known as the elixir of life, Chyawanprash has (clinically) proven benefits in

maintaining smooth body functioning. The principal ingredient Amla (Indian

Gooseberry) acts as an anti-oxidant and immune-stimulant. Dabur Chyawanprash helps

in stimulating immune system, relieving stress, improving stamina, fighting aging

through anti-oxidant property, improving lung function, fighting respiratory infections, &

building resistance to disease. It is these properties that make Dabur Chyawanprash a

preferred choice for its users.

Ingredients of Dabur Chyawanprash


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Vishwast

Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several

other herbs and herbal extracts.

Special

Vishwast fortified with additional health beneficial herbs like

Keshar, Akarkara etc.

Packaging:

n

The figure above shows the evolution of the packaging of Dabur Chyawanprash.

Dabur continuously innovates the packaging and branding of its chyawanprash. It

launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded

Chyawanprash in India. Later Dabur came out with its new packet of Chyawanprash with

Amitabh Bachchan as their brand ambassador. It also received Brand Relaunch of the

Year award from IMA.

Available in:

Dabur Chyawanprash is available in three sizes to cater to the needs of different types ofpeople.

1. One kilogram pack

2. 500 gram pack

3. 250 gram pack
http://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandhhttp://images.google.co.in/imgres?imgurl=http://ayurvedic.ru/shop/images/dbr-vishvast-new.gif&imgrefurl=http://ayurvedic.ru/ayurveda-links.html&h=100&w=58&sz=4&tbnid=NENQYw8rRUkJ:&tbnh=77&tbnw=44&hl=en&start=16&prev=/images?q=dabur+chyawanprash&svnum=10&hl=en&lr=http://images.google.co.in/imgres?imgurl=http://ayurvedic.ru/shop/images/dabur-chawan-blue.gif&imgrefurl=http://ayurvedic.ru/ayurveda-shop.html&pcat=supplements&h=80&w=45&sz=4&tbnid=jQhWx16LD7UJ:&tbnh=70&tbnw=39&hl=en&start=20&prev=/images?q=dabur+chyawanprash&svnum=10&hl=en&lr=http://images.google.co.in/imgres?imgurl=http://www.ayurmedic.co.uk/images/sprash.jpg&imgrefurl=http://www.ayurmedic.co.uk/products.php&h=150&w=108&sz=13&tbnid=cTwBh2KpdowJ:&tbnh=90&tbnw=64&hl=en&start=1&prev=/images?q=old+dabur+chyawanprash&svnum=10&hl=en&lr=http://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandh


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PRICE

The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses

second degree price discrimination i.e. more the quantity, lower the price.

1kg Rs.195.00

500gms Rs.110.00

250gms Rs. 62.00

PRICE/QUALITY MATRIX

Price

Quality

High Middle Low

High

Luxury

Segment

Ideal For

Penetration

DABUR

CHYAWANPRA

SH

Premiere

Offering


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Middle

Overpriced Average Real

Bargain

Low

Make The

Sale and

Run

Unhappy

Customers

Cheap

Goods

PLACE

Dabur has a very wide distribution of its products through 1.6 million retail outlets and 50

C & F agents all over India who distribute products to the retailers. A distribution of C &

F agents and manufacturing locations is given below.

Daburs distribution network extends beyond India in the following countries as well:

Distribution Network


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Central, North & South America

Australia

Asia

Middle East

North & South Africa

East & West Europe

PROMOTION

The main form of promotional activities of Dabur chyawanprash is concentrated towards

advertising and it has negligible sales promotional activities.

Advertising

Nothing can happen without establishing the brands heritage emphasizing

technological prowess, explaining benefits and building bonds with prospective

buyers. Ads are necessary because the images are still moldable and fluid and the

consumers sophistication level is low. Dabur chyawanprash is advertised on print

media as well as on television.

The company has launched two ads, one each with Amitabh and Vivek, in national

electronic media followed by a series of print media campaign directed towards creating

awareness to educate people about the holistic benefits of Chyawanprash. The ads have

been created by McCann Ericsson and the company would be spending close to Rs 10

crore in promotional campaign this year. The ads would also be translated in Bengali.

These advertisements are supposed to target the old and the younger generation

respectively

The company has launched a new ad with M.S. Dhoni who is leader of Indian cricket

team.
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/MiddleEast.asphttp://www.dabur.com/en/exports/Network/Africa.asphttp://www.dabur.com/en/exports/Network/Europe.asphttp://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/MiddleEast.asphttp://www.dabur.com/en/exports/Network/Africa.asphttp://www.dabur.com/en/exports/Network/Europe.asp


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CONCLUSIONS

The Chyawanprash Industry is yet to capture the beverage market in full swing. Packed

Chyawanprash followed by Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and

several other herbs and herbal extracts. The consumers patriotic love for tea and coffee is

uncalled. Chyawanprash is yet to establish their supplement use in the average

household here in lies the great opportunities. Within the market, it is safe to conclude

that dabur has hit off rather well with the masses. Dabur has clearly lost it head start

advantage and thereby acquiring just 35% of the market share while others enjoy rest of

the market share. This could be well attributed to dabur successful ATA (Availability,

Taste, and Affordability) marketing module, the attributes most rated by the consumers.

Lack of publicity has hampered the growth progress of the brand so aggressive

advertising is needed to promote Chyawanprash and vatika hair oil brand. The brands

such as that of Chyawanprash by vednath, Chyawanprash with its sona cahndi,

Minute- made and also US food giants Del Monte are ready to hit the Chyawanprash

market very soon.

As the strategies of the companies keeps on changing, be it in Chyawanprash industry, a

company has to create perceptions and cover them into realities. It is an expensive

proposition requiring huge expenditure on advertising, sponsorships, and media. Thus,

the ideal company will be the one which combines the high end technology with

consumer insight.
http://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandhhttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandh


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As 16% of the excise duty is exempted on food products in this budget, Many food

companies including Dabur got benefited from it. On the analysis of survey it was found

that target Market ofChyawanprash want quality benefit rather then Price benefit, so it

is better to stress on quality rather than on decreasing price to increase sales and profit.

To increase market share Dabur should give slight price benefit on Dabur brand so that

customers of other Juice brand should switch from other brand to Dabur brand.

PERSONALITY THEORIES


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PERSONALITY

Personality is defined as the distinctive patterns of behavior, including thoughts, andemotions, that characterize each individuals adaptation to the situations of his or her

life.

Personality" can be defined as a dynamic and organized set of characteristics possessedby a person that uniquely influences his or hercognitions, motivations, andbehaviors invarious situations. The word "personality" originates from the Latin persona, whichmeans mask. Significantly, in the theatre of the ancient Latin-speaking world, the maskwas not used as a plot device to disguise the identity of a character, but rather was aconvention employed to represent or typify that character.

Personality is also defined as "a unique set of traits and characteristics, relatively stableover time." Clearly, personality is unique insofar as each of us has our own personality,different from any other person's. The definition further suggests that personality does notchange from day to day. Over the short-term, our personalities are relatively set or stable.However, definition does not suggest that personality is somehow rigid, unchangeable,and cast in concrete. Definition recognizes that, over a longer term, personality maychange.

To examine whether this change is indeed consistent with most peoples' reality, we oughtto examine "where personality comes from"; what are the origins of personality?

THE ORIGINS OF PERSONALITY: THE NATURE-NURTURE DEBATE

For psychologists studying the development of personality, "nature vs. nurture" was acentral debate. "Nature vs. nurture" suggests that biology (a person's genes) and society(the environment in which a person grows up) are competing developmental forces. In the

past, the debate sought to find whether one may be more important than the other. Today
http://en.wikipedia.org/wiki/Cognitionhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Behaviorhttp://en.wikipedia.org/wiki/Latinhttp://en.wikipedia.org/wiki/Maskhttp://en.wikipedia.org/wiki/History_of_theatre#Western_theatre_historyhttp://en.wikipedia.org/wiki/Mask#Ceremonial_useshttp://en.wikipedia.org/wiki/Cognitionhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Behaviorhttp://en.wikipedia.org/wiki/Latinhttp://en.wikipedia.org/wiki/Maskhttp://en.wikipedia.org/wiki/History_of_theatre#Western_theatre_historyhttp://en.wikipedia.org/wiki/Mask#Ceremonial_uses


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most psychologists would concede both nature and nurture are necessary for personalitydevelopment. Both help to make us who we are.

Determinants of Personality

Several factors influence the shaping of our personality. Major among these are:-1. Heredity,2. Culture,3. Family Background,4. Our Experiences through Life,5. And the People we interact with.

There are some genetic factors that play a part in determining certain aspects of what wetend to become. Whether we are tall or short, experience good health or ill health, arequickly irritable or patient, are all characteristics which can, in many cases, be traced toheredity. How we learn to handle others' reactions to us (eg.our appearance) and theinherited traits can also influence how our personality is shaped.

Culture:

The culture and the values we are surrounded by significantly tend to shape our personalvalues and inclination. Thus, people born in different cultures tend to develop differenttypes of personalities which in turn significantly influence their behaviors. India being avast country with a rich diversity of cultural background provides a good study on this.For example, we have seen that people in Gujarat are more enterprising than people fromother states, Punjabis are more diligent and hardworking, people from Bengal are more

creative and with an intellectual bend and the likes.

Family Background:

The socio-economic status of the family, the number of children in the family and birthorder, and the background and education of the parents and extended members of thefamily such as uncles and aunts, influence the shaping of personality to a considerableextent.


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First-borns usually have different experiences, during childhood than those born later;Members in the family mould the character of all children, almost from birth, in severalways -by expressing and expecting their children to conform to their own values, throughrole modeling, and through various reinforcement strategies such as rewards and

punishments which are judiciously dispensed. Think of how your own personality hasbeen shaped by your family background and parental or sibling influences.

Experiences in Life:

Whether one trusts or mistrusts others, is miserly or generous, have a high or low selfesteem and the like, is at least partially related to the past experiences the individual has

had. Imagine if someone came to you and pleaded with you to lend him Rs. 100 which he

promised to return in a week's time, and you gave it to him even though it was the last

note you had in your pocket to cover the expenses for the rest of that month. Suppose that

the individual never again showed his face to you and you have not been able to get hold

of him for the past three months. Suppose also that three such incidents happened to you

with three different individuals in the past few months. What is the probability that you

would trust another person who comes and asks you for a loan tomorrow? Rather low,

one would think. Thus, certain personality characteristics are molded by frequently

occurring positive or negative experiences in life.

People We Interact With

"A Person is known by the company he or she keeps" is a common adage. Theimplication is that people persuade each other and tends to associate with members whoare more like them in their attitudes and values. Beginning childhood, the people weinteract with influence us. Primarily our, parents and siblings, then our teachers and classmates, later our friends and colleagues, and so on. The influence of these variousindividuals and groups shapes our personality. For Instance, if we are to be accepted asmembers of our work group, we have to conform to the values of that group which mayormay not always be palatable to us; if we don't, we will not be treated as valued membersof the group. Our desire to be a part of the group and belong to it as its member will


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compel many of us to change certain aspects of our personality (for instance, we mayhave to become less aggressive, more cooperative, etc.). Thus, our personality becomesshaped throughout our lives by at least some of the people and groups we interact with.

In summary, our personality is a function of both heredity and other external

factors that shape it. It is important to know what specific personality

predispositions influence work behaviors.

Personality Theories

In the context of application to marketing, four distinctive properties of personality

appear to be of central importance.

Personality has four essential characteristics

Behavior must show consistency over time.

Behavior should distinguish the person from others.

Personality characteristics are not rigidly connected to specific types of behavior.

Personality variables often moderate the effects of other variables on behavior.

There are many personality theories. The differences between these personality theories

mainly focus on the definition of which personality characteristics are the most important.Marketers have mainly focused on four theories of personality, which greatly vary in their

approach to measuring personality. The psychoanalytic and social theories of personality

adopt a qualitative approach to evaluating personality variable. Trait theory is the most

quantitative in its approach and self-concept theory takes a position somewhere in

between the two approaches in its orientation.


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1. Psychoanalytic theory

2. Neo-Freudian theory

3. Cad theory

4. Trait theory

Psychoanalytic Theory

Freud proposed that every individual's personality is the product of a struggle among

three interacting forces: the id, the ego, and the superego. According to this theory, these

three systems are fully developed and are in a state of balance in a normal healthy person.

However, when one or more of these systems is underdeveloped then the internal balance

is disturbed. This disturbance leads to maladjustment and dissatisfaction with the self and

the world in general.

According to Freud, the id is the source of strong, inborn, basic, instinctive drives and

urges which are at the heart of a consumer's motivation and personality. The function of

the id is discharge tension and it frequently does this by demanding instant gratification,

even at the cost of violating the norms of society. The id therefore operates on what is

called the pleasure principle. Psychologically, the id is the source of all desires and

wishes that exist in the form of unconscious images and fantasies. Since all tensions are

not immediately satisfied, the human being encounters frustration. For example, when an

individual is hot and thirsty, the id will urge him or her to grab something cold to drink.

Personality and Self-concept

Since it operates on a very subjective level, the id is not capable of dealing with objective

reality. The ego comes into being because of the limitations of the id in dealing with


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reality and operates, therefore, on what is called the reality principle. It seeks to achieve

the pleasurable demands of the id in as realistic a way as possible.

Since many of the id's demands may be unrealistic, the ego develops ways to postpone,

deflect, or substitute feasible alternatives to satisfy the id. To take a simple example, let

us assume that an individual sees an attractive object in a shop window and wants it

immediately. The ego recognizes the consequences such as the financial constraints, a

need for the product, and accordingly restrains activity.

It thus helps to develop cognition and controls impulsive behaviour. Thus, while the id

engages in daydreams and fantasy, which exist as pleasurable imaginations, the ego can

distinguish between these and reality.

The superego strives for perfection. It develops through the reinforcement of approved

behavior patterns and results from the internalization of societal and parental standards of

what is good and bad. The superego is, therefore, the individual's moral code and helps in

striving for perfection. Its primary purpose is, accordingly, to restrain aggressive impulses

of the id rather than seek to postpone them, as does the ego.

It is believed that the id and superego operate to create to unconscious motives for

purchasing certain products. Although these motives would be extremely hard to

determine, they might be central to explaining certain purchasing behaviors.

Applications of Psychoanalytic Theory

Psychoanalytic theory has been used occasionally by marketers as a basis for influencing

consumers. According to psychoanalytic theory, consumers are seen as having conflicting

desires as they are confronted with products to gratify wants. According to Freudiantheory, anxiety is a key concept emerging out of this conflict system. One application,

therefore, is for consumers to minimize the anxiety arising out of this conflict system by

appealing to their tendencies of fantasizing, wish fulfillment, aggressive impulses and the

need to escape from life's pressures.


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Marketers therefore use flights of fantasy to propel people to buy products. Thus,

hedonism is an appeal to the pleasure principle and, this approach underlies many of the

products designed for an affluent society.

Neo-Freudian TheoryThe Neo-Freudian psychiatrists and psychologists were a group of loosely linkedAmerican theorists of the mid-twentieth century, who were all influenced by Sigmund

Freud, but who extended his theories, often in social or cultural directions. They have been defined as 'American writers who attempted to restate Freudian theory insociological terms and to eliminate its connections with biology'.

There are a few different reasons why these neo-Freudian thinkers disagreed with Freud.For example, Erik Erikson believed that Freud was incorrect to believe that personality isshaped almost entirely by childhood events. Other issues that motivated neo-Freudianthinkers included:

1. Freud's emphasis on sexual urges as a primary motivator

2. Freud's negative view of human nature

3. Freud's belief that personality is entirely shaped by early childhood experiences

4. Freud's lack of emphasis on social and cultural influences on behavior and

personality

While the neo-Freudian may have been influenced by Freud, they developed their ownunique theories and perspectives on human development, personality, and behavior.

An interest in the social approach to psychodynamics was the major theme linking the so-called Neo-Freudians. Adler had perhaps been 'the first to explore and develop acomprehensive social theory of the psychodynamic self'; and 'after Adler's death, some ofhis views...came to exert considerable influence on neo-Freudian theory': indeed, it has

been suggested of 'Horney and Sullivan...that these theorists could be more accuratelydescribed as "neo-Adlerians" than "neo-Freudians"'.
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As early as 1932, however, Fromm had been independently regretting that psychoanalysts'did not concern themselves with the variety of life experience...and therefore did not tryto explain psychic structure as determined by social structure'.

Horney too 'emphasized the role culture exerts in the development of personality anddownplayed the classical driven features outlined by Freud'.

Erikson for his part stressed that 'psychoanalysis today is...shifting its emphasis...to thestudy of the ego's roots in social organization', and that its method should be 'what H. S.Sullivan called "participant", and systematically so'.

Harald Schultz-Hencke (18921953), doctor and psychotherapist, was busy thoroughlywith questions like impulse and inhibition and with the therapy of psychoses as well asthe interpretation of dreams. He was against the libido Freudian theory and also workingwith Prof. Matthias Gring in he's institut (Deutsches Institut fr psychologist Forschung

und Psychotherapie). He created the name "neopsychoanalyse" in 1945.

The 'Neo-Freudian revolt against the orthodox theory of instincts' was thus anchored in asense of what Sullivan termed '"our incredibly culture-ridden life"'. By their writings, and'in accessible prose, Fromm, Horney, and others mounted a cultural and social critiquewhich became almost conventional wisdom'.

Through informal and more formal institutional links, such as the William Alanson WhiteInstitute, as well as through likeness of ideas, the Neo-Freudians made up a cohesivelydistinctive and influential psychodynamic movement.

Carl Jung believed that an individuals culture created an accumulation of sharedmemories from the past such as caring and nurturing female, heroes and old wise men.He called these shared memories as archetypes. It is not unusual to see such archetypesin advertisements that strive to take advantage of positive shared meanings in a particularculture. For instance, a large number of ads show caring mother, devoted housewives,heroes with macho image, rishis, and wise grandmother etc.

Jung identified a number of personality types, such as:-

1. Sensing Thinking.

2. Sensing Feeling.

3. Intuiting Thinking.
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4. Intuiting Feeling.

Cad Theory

Based on Karen Horneys work, Joel B. Cohen identified ten major needs that individualsacquire as a result of striving to find solutions to their problems in developing personalityand dealing with others in society. Based on these ten needs, she classified three majorapproaches individuals adopt for coping with anxiety: Compliant, Aggressive, and

Detached (CAD).

1. Compliant individuals are those who move towards people and stress the need for

love, affection, approval, and modesty. Such individuals exhibit empathy, humility, and

are unselfish.

2. Aggressive individuals are those who move against people and emphasize the need

for power, admiration, strength, and the ability to manipulate others.

3. Detached individuals are those who move away from others and desire

independence, freedom from obligations and self-reliance. They do not develop strong

emotional ties with others.

Joel B. Cohen measured CAD using 35-item inventory and found some tentativerelationships between CAD types and product/brand usage. Compliant individualsseemed to prefer known brands and use more mouthwash and toilet soaps; aggressivetypes used more cologne and after-shave lotion and preferred to use Van Heusen shirtsand Old Spice deodorant (because of its masculine appeal?); and detached typesseemed to have least awareness of brands, drank more tea. Mark Salama, Terrel


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Williams, and Armen Tashchian have reported that the detached personality typeseems to have low involvement in purchasing than compliant or aggressive types.

Trait Theory

The traditional approach of understanding personality was to identify and describepersonality in terms of traits. In other words, it viewed personality as revolving aroundattempts to identify and label permanent characteristics that describe an individual's

behavior.Popular characteristics or traits include shyness, aggressiveness, submissiveness, laziness,ambition, loyalty, and timidity. This distinctiveness, when they are exhibited in a largenumber of situations, are called personality traits. The more consistent thecharacteristicand the more frequently it occurs in diverse situations, the more important that trait is indescribing the individual.

Early Search for Primary Traits

Efforts to isolate traits have been stuck because there are so many of them. In one study,as many as 17,953 individual traits were identified. It is virtually impossible to predict

behavior when such a large number of traits must be taken into account. As a result,attention has been directed toward reducing these thousands to a more manageablenumber. One researcher isolated 171 traits but concluded that they were superficial andlacking in descriptive power. What he sought was a reduced set of traits that wouldidentify underlying patterns. The result was the identification of 16 personality factors byCattell, which he called the source, or primary, traits. These 16 traits have been found to

be generally steady and constant sources of behavior, allowing prediction of anindividual's behavior in specific situations by weighing the characteristics for theirsituational relevance. Based on the answers individual gave they have been classified as n

the basis of the answers individuals give to the test, they are classified as:

1 1. Extroverted Or Introverted (E Or I),2 2. Sensing Or Intuitive (S Or N),3 3. Thinking Or Feeling (T Or F), And4 4. Perceiving Or Judging (P Or J).

These classifications are then combined into 16 personality types.


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Cattell's 16 Personality Factor Model

1 Reserved Vs. Outgoing

2 Less intelligent Vs. More intelligent

3 Affected by feelings Vs. Emotionally stable

4 Submissive Vs. Dominant

5 Serious Vs. Happy-go-lucky

6 Expedient Vs. Conscientious

7 Timid Vs. Venturesome

8 Tough minded Vs. Sensitive

9 Trusting Vs. Suspicious

10 Practical Vs. Imaginative

11 Forthright Vs. Shrewd

12 Self assured Vs. Apprehensive

13 Conservative Vs. Experimenting

14 Group dependent Vs. Self sufficient

15 Uncontrolled Vs. Controlled

16 Relaxed Vs. Tense


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WHAT PERSONALITY THEORY DOES THEMARKETER USES IN ORDER TO TARGET THE

CUSTOMER?

DABUR FOODS

Real

Real Activ

Hommade

Lemoneez Capsico

They are focusing on id part of psychoanalytical theory of Freuds, though the decision ismade by ego part as its the rational decision to buy these products. They are targetingthe working men and women, and kids. Real juices are expensive and are the new trendin the market as people are getting health conscious nowadays. Fitter and attractive menand women are shown in their advertisements, their latest were actress Bipasha Basu andmodel Muzammil Ibrahim. This creates the id part among the opposite sex and they want

to do same as them. But as Real juices are really good for their health and are a betteralternative compared to the soft drinks, so the decision to buy would be more of the ego

part of the personality. Same is the case with all the products in the Dabur Foods.Hommade and Lemoneez for example is a great help for working women and being adabur product the quality of these products can not be questioned.

Health Care

Baby Care

Dabur Lal Tail

Dabur Baby Olive Oil

Dabur Janma Ghunti

Marketing of all these baby care products works on- sensing-thinking personality. Acaring mother is always shown in their ads. As their target customer are the mothers andthe company knows that their decisions would be objective and rational when they buythese products. And as dabur is known as an ayurvedic and a natural product and


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amongst the best quality in the market, it becomes the preferred choice and thats whatthey target in their ads. They cant compromise on the quality and its not that expensivealso.

Health Supplements

Dabur Chyawanprash

Dabur Glucose D

Both these products are different from each other, in terms of price and as they aretargeted in the market. Dabur chyawanprash is an expensive product and is meant forurban and metro family. It targets from a kid in a family to his/her parents and grand

parents. According to CAD theory of personality their strategy would be compliant asevery household in India whether rural or urban or metro knows that dabur chyawanprashis a complete ayurvedic product and daily intake of it will build the immune system

better. So its buying is influenced most of the time because everyone thinks its good soit will be good. Also the Sensing- thinking personality of Carl Jung would apply here asagain a caring mother or caring parent is shown in these ads.

Dabur Glucose D is not an expensive product and usually targets kids, working men andwomen as they can be refill with energy by drinking glucose D. Again Sensing- thinking

personality of Carl Jung would apply here as caring mothers are shown and they wouldmake rational decisions.

Digestives

Hajmola Yumstick

Hajmola Mast Masala

Anardana

Hajmola

Hajmola Candy

Hajmola Candy Fun2

Pudin Hara (Liquid and Pearls)

Pudin Hara G

Dabur Hingoli

Few of them are taken as medicines when there is acidity like pudin hara and dabur

hingoli while others are taken mostly after the breakfast, lunch, or dinner so it can help in

digestion like hajmola in tablets or candy. But hajmola because of its tangy sweet taste

its sometime targeted as a fun candy also. These are not the product to fantasize for or

the product you think a lot before buying. You buy it when you really need it or daily


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intake of hajmola so to avoid acidity related problems and also because it tastes good.

Compliant personality of CAD theory can be applied here as sometimes we buy hajmola

when we watch some other person buying it.

Natural Cures

Shilajit Gold Nature Care

Sat Isabgol

Shilajit

Ring Ring

Itch Care

Backaid

Shankha Pushpi

Dabur Balm

Sarbyna Strong

Marketing of Shilajit Gold focuses on fantasies. The id part of psychoanalytical theoryworks in here and it is on the basis of which the buying is done. There is a sexual anxietycreated by the way the ad is presented.

Personal Care

Hair Care Oil

Amla Hair Oil

Amla Lite Hair Oil

Vatika Hair Oil

Anmol Sarson Amla

Hair Care Shampoo

Anmol Silky Black Shampoo

Vatika Henna Conditioning Shampoo Vatika Antidandruff Shampoo

Anmol Natural Shine Shampoo

The celebrities they have used in the hair oil ads are actress Rani Mukherjee andKarishma Kapoor and for the shampoo ads is Riya Sen. The focus of marketers in thehair oil ads is how smooth and shiny one hairs become by the usage of the product but


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also how it helps to attract the opposite sex with beautiful long hairs. So there is a idfactor involve of psychoanalytical theory.

Whereas in the shampoo ad, Riya Sen is shown and the message conveyed is if you donthave the time for oiling your hair just use the shampoo as it carry all the vital ingredientsfor the nourishment of the hairs. This would come in the aggressive part of CAD theoryas its a thing which is opposite to what other people usually do.

Oral Care

Dabur Red Gel

Dabur Red Toothpaste

Babool Toothpaste

Dabur Lal Dant Manjan Dabur Promise

Dabur Meswak

Dabur Lal Dant Manjan, Babool, and Dabur Meswak are a big hit in the rural, and semiurban India. Because of these products dabur is the 3 rd market leader in the oral careindustry. And its growth rate is increasing at a rapid rate if compared to the other marketleaders (Colgate and HUL). And for urban and metro market they are targeting DaburPromise as they have given it a look of a premium product. So the strategies for boththese segments differ from each other. So the products like Babool, Dabur Lal DantManjan, and Meswak are applying the compliant part of CAD theory as they show intheir ads that their products are highly natural and are made from the ingredients whichare being followed from centuries in India. Also the Sensing thinking of Carl Jungs

personality theory can be applied as they sometime show an old man sharing theexperience and benefits of using the product.


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BIBLIOGRAPHYWeb Links

http://www.dabur.com/Products-Health%20Care-Meswak

http://www.dabur.com/About%20Dabur

http://www.youtube.com/watch?v=ZMimiX3XoEk&feature=related

http://www.youtube.com/watch?v=TVQgLQtd2RQ&feature=related

http://www.youtube.com/watch?v=l9m1ZIhx0PQ

http://www.dabur.com/Products-Health%20Care

http://www.dabur.com/Products-Consumer%20Health%20%28OTC%29-Shilajit%20Gold

http://en.wikipedia.org/wiki/Dabur

http://www.reportjunction.com/Reports/Dabur-India-Ltd-D0006.htm

http://www.dabur.com/en/Investors1/Annual_reports/2008-09/ConsoFinanState.pdf

http://www.oppapers.com/subjects/marketing-mix-in-dabur-page1.html

http://www.financialexpress.com/news/hul-dabur-sizzle-up-oralcare-market/493690/

Book

Consumer Behaviour by SHH Kazimi .
http://www.dabur.com/Products-Health%20Care-Meswakhttp://www.dabur.com/About%20Daburhttp://www.youtube.com/watch?v=ZMimiX3XoEk&feature=relatedhttp://www.youtube.com/watch?v=TVQgLQtd2RQ&feature=relatedhttp://www.youtube.com/watch?v=l9m1ZIhx0PQhttp://www.dabur.com/Products-Health%20Carehttp://www.dabur.com/Products-Consumer%20Health%20(OTC)-Shilajit%20Goldhttp://en.wikipedia.org/wiki/Daburhttp://www.reportjunction.com/Reports/Dabur-India-Ltd-D0006.htmhttp://www.dabur.com/en/Investors1/Annual_reports/2008-09/ConsoFinanState.pdfhttp://www.oppapers.com/subjects/marketing-mix-in-dabur-page1.htmlhttp://www.financialexpress.com/news/hul-dabur-sizzle-up-oralcare-market/493690/http://www.dabur.com/Products-Health%20Care-Meswakhttp://www.dabur.com/About%20Daburhttp://www.youtube.com/watch?v=ZMimiX3XoEk&feature=relatedhttp://www.youtube.com/watch?v=TVQgLQtd2RQ&feature=relatedhttp://www.youtube.com/watch?v=l9m1ZIhx0PQhttp://www.dabur.com/Products-Health%20Carehttp://www.dabur.com/Products-Consumer%20Health%20(OTC)-Shilajit%20Goldhttp://en.wikipedia.org/wiki/Daburhttp://www.reportjunction.com/Reports/Dabur-India-Ltd-D0006.htmhttp://www.dabur.com/en/Investors1/Annual_reports/2008-09/ConsoFinanState.pdfhttp://www.oppapers.com/subjects/marketing-mix-in-dabur-page1.htmlhttp://www.financialexpress.com/news/hul-dabur-sizzle-up-oralcare-market/493690/

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