Market research project report
On
Usage and Attitude study Of Dabur Real Juice

Submitted Towards Partial Fulfillment Of
Master of Business Administration
SUBMITTED TO SUBMITTED BY
DR P.K Agarwal payal morwani
Head Of The department MBA
MBA Roll No.pgfa1337

COLLEGE OF ENGRINEERING & TECHNOLOGY IILM ACADEMY OF HIGHER LEARNING PlotNo-17&18 Knowledge Park – ll Greater Noida

ACKNOWLEDGMENT
It is said that life is mixture of achievement, experience, exposure, dreams and efforts to make those dreams come true .There are people around who held you enable realize those dreams come true. There are people around who held you enable realize those dreams .During these sixty days of training I gained invaluable experience in the field of Marketing .the exposure that I went through during the past two months has given immense improvement in my knowledge base where I can put my theoretical knowledge in practical use.
At the very outset, I would like to express my gratitude to Mr. N.A Zaidi and Mr. Rakesh Sharma for providing me with a wonderful opportunity to pursue my project in this great organization.
I wish to thanks Ahinsa maam and all my friends who have supported in completing my project.
Last but not the least I would like to thanks my parents whose blessings, cooperation and guidance inspired me to complete this task easily

Shavez Rizvi M.B.A (2008-2010) CET-IILM-AHL, Greater Noida

PREFACE
A student of management only with theoretical knowledge is just like a wandering ship in the ocean, without compass. The exposure to real market scenario provides him the base and practical experience, which serve him as a compass in the direction less ship to reach its destination against all odds from all its rivals.

The basic objective behind undergoing summer training in any reputed business environment but also to implement our own academic knowledge to solve the real life business problem.

In order to achieve the above mention objective I went to do the research with “DABUR INDIA Ltd”. On the topic Market research project report on “USAGE AND ATTITUDE STUDY OF DABUR REAL JUICE”

It is aim of the study to help the reader in developing skill of understanding, analyzing and interpreting the product’s (Dabur real juice) problems which are discovered on the ground of consumers, retailers and company needs, which support to make the resourceful decisions for the growth in market share of Dabur real juices.
It has been my pleasure to receive such training in one of the India’s leading company, Dabur India Limited, which owns a congenial atmosphere for learning.

TABLE OF CONTENT EXECUTIVE SUMMARY PART A: ORGANIZATIONAL PROFILE: 1. Historical back ground of company 2. Dabur India 3. Story Behind new Logo 4. Subsidiaries 5. Board of Directors 6. Management committee 7. Area of business 8. Research and development 9. Corporate citizenship 10. Mission and values 11. Marketing Department chart 12. Functions of Marketing Department 13. Summary
PART B:
INTRODUCTION
1. Objective of study 2. Nature of problem

PART C: RESEARCH METHDOLOGY: 1. Nature of research 2. Sources of data 3. Method of data collection 4. Method of sampling
PART D: DATA ANALYSIS AND INTERPRATATION PART E: CONCLUSION PART F: RECOMANDATION PART G: APPENDIX A – BIBIOGRAPHY B – QUESTIONNAIRE ANALYISES

EXECUTIVE SUMMARY
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 the traditional science of Ayurveda.
Dabur India Limited is the fourth largest FMCG Company in India with interests in Health care, Personal care and Food products. Building on a legacy of quality and experience for over 100 years.
The Dabur Foods Limited (DFL) a business division of Dabur India Limited (DIL) operates on the natural’s platform with a product portfolio consisting mainly of packaged fruit juices, cooking pastes, sauces and items for institutional food purchases.
The primary growth drivers in this business are its two fruit juice brands - "Real" and "Real Activ". Both the brands combined under the Real equity today contribute to over Rs. 100 crores of turnovers. During the year, the Company repositioned its offerings to put in place a well-segmented product strategy. The Company now has three distinct brands across the packaged fruit juice category - Real, Activ and Coolers.
One big problem that Dabur faced was selling the concept of packaged juices to a skeptical Indian public. The Indian consumer generally preferred fresh juice to packaged juice. The consumer is wary of packaged food, as they feel it has preservatives and is therefore not fresh.
Random sampling method is use for data collecting and analyzing of this report.

ORGANIZATIONAL PROFILE

HISTORICAL BACK GROUND OF COMPANY
Dabur derives its aim from Devanagri rendition of Daktar Burman.
In 1884, the DABUR was born in a small Calcutta pharmacy, where Dr. Burman launches his mission for making health care products.
In 1896 with growing popularity of DABUR product s, Dr. Burman expands his operations by setting up a manufacturing plant for mass production of formulation.
In early 1900’sDabur enters for specialized area of nature based, Ayurvedic medicines for which standardized drugs are not available in the market.
In 1919 the need to develop scientific process and quality checks for mass production of tradition of traditional Ayurvedic medicines leads to establishment of research laboratories.
In 1920 Dabur expands further with new manufacturing units at Narendrapur and Dabur gram, the distribution of DABUR product spreads to other states like Bihar and other north east
In 1972, Dabur operations shift to Delhi .A new manufacturing plant set up in premises in Faridabad, out skirts of Delhi
In 1979,commercial production starts up in the new Sahibabad factory of Dabur ,one of the largest and best –equipped production facilities .For Ayurvedic medicine’s and launches a full fledge research operation s in pioneering areas of health care with establishment of DABUR research foundation .
In 1986, DABUR becomes public limited company. Dabur India Ltd coines into being after reverse merger with Vidogum Ltd.
In 1992, DABUR opens a new chapter of strategies partnerships wit international business .It enters into a joint venture with Agrolimen of Spain. this new venture is to manufacturing and market confectionary items in India
In 1993, DABUR enters the specialized health care area of cancer treatment with its oncology formulation plant at Baddi in Himanchal Pradesh.
In 1994, DABUR India Ltd raise its first public issue, because of market confidence in the company share issued at a high premium is over subscribed 21 times.
In 1995, in order to extend its global partnerships, DABUR enter into joint ventures with Orem of Israel and Bongrain of France for cheese and other dairy products.
In 1996 , for better operation and management , 3 separate created according to their product mix – health care Products division ,Family production ,division and Dabur Ayurvedic specialties Ltd .
In 1997, Dabur enters full scale in the nascent processed foods market with the creation of the foods division and project starts is initiated to give a jump start to the company and accelerate its growth performance
In 1998 , with changing demands of business and to inculcate a spirit of corporate governance the Burman family inducted professional s to manage the company .For the first time in the history of DABUR company, a non – family professional CEO sits at the company
In 2000, DABUR established its market leader status with a turnover of Rs.1000crores. From a small beginning and upholding the values of its founder, DABUR now enters the August league of large corporate business.
In 2005, Dabur acquired Balsara. Dabur crossed $ 2 billion market cap in 2006.

Family Tree

Milestones to success
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 the traditional 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, Dabur will continue to mark up on major milestones along the way, setting the road for others to follow * 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 the first Company to provide health care through scientifically tested and automated production 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. Incorporated | 1940 - Personal care through Ayurveda
Dabur introduces Indian consumers to personal care through Ayurveda, with the launch of Dabur Amla Hair Oil. So popular is the product that it becomes the largest selling hair oil brand in India. | 1949 - Launched Dabur Chyawanprash in tin pack
Widening the popularity and usage of traditional Ayurvedic products continues. The ancient restorative Chyawanprash is launched in packaged form, and becomes the first branded Chyawanprash in India. | 1957 - Computerisation of operations initiated | 1970 - Entered Oral Care & Digestives segment
Addressing rural markets where homemade oral care is more popular than multinational brands, Dabur introduces Lal Dant Manjan. With this a conveniently packaged herbal toothpowder 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 can provide holistic care in our daily life. An Ayurvedic medicine used as a digestive aid is branded and launched as the popular Hajmola tablet. | 1979 - Dabur Research Foundation set up | 1979 - 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 the launch 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 to launch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research Foundation develops an 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 of Real Fruit Juices - a new concept in the Indian foods market. The first local brand of 100% pure natural fruit juices made to international standards, Real becomes the fastest growing and largest selling brand in the country. | 1998 - Burman family hands over management of the company to professionals | 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 on traditional health care. To a commanding position amongst an august league of large corporate businesses. | 2001 - Super specialty drugs
With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company gains entry into the highly specialized area of cancer therapy. The state-of-the-art plant and laboratory in the UK have approval from the MCA of UK. They follow FDA guidelines for 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 businessDabur India approved the demerger of its pharmaceuticals business from the FMCG business into a separate company as part of plans to provider greater focus to both the businesses. With this, Dabur India now largely comprises of the FMCG business that include personal care products, healthcare products and Ayurvedic Specialities, while the Pharmaceuticals business would include Allopathic, Oncology formulations 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, Dabur became 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 of Dabur India, has set up fully automated greenhouses in Nepal. This scientific landmark helps to produce saplings of rare medicinal plants that are under threat of extinction due to ecological degradation. | 2005 - Dabur aquires BalsaraAs part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene and Home products businesses, a leading provider of Oral Care and Household Care products in the Indian market, in a Rs 143-crore all-cash deal. | 2005 - Dabur announces bonus after 12 yearsDabur 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 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 also adopted 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 International market through Bonds, FCCBs, GDR, ADR, QIPs or any other securities. The capital raised will be used to fund Dabur's aggressive growth ambitions and acquisition plans in India and abroad. | 2007 - Celebrating 10 years of RealDabur Foods unveiled the new packaging and design for Real at the completion of 10 years of the brand. The new refined modern look depicts the natural goodness of the juice from freshly plucked fruits. | 2007 - Foray into organised retailDabur India announced its foray into the organized retail business through a wholly-owned subsidiary; 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 IndiaDabur India decides to merge its wholly-owned subsidiary Dabur Foods Limited with itself to extract synergies and unlock operational efficiencies. The integration will also help Dabur sharpen focus on the high growth business of foods and beverages, and enter newer product categories in this space. |

DABUR INDIA

Dabur India Limited is the fourth largest Company in India with interests in Health Care, Personal Care and Food Products. It is most famous for Dabur Chyawanprash , Hajmola, Glucose-D, and Vatika

Dabur had a turnover of approximately Rs. 19 billion (approx. US$ 420 million) during the fiscal year 2005-2006, with brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola & Real. The company's growth rate rose from 10% to 40%. The expected growth rate for two years was two-fold. Dabur operates in more than 5 countries and distributes its products worldwide. The company was founded by Dr. S. K. Burman in 1884 as a small pharmacy in Calcutta (now Kolkata), West Bengal, India, and is now led by his great-grandson V.C. Burman. The company headquarters are in Ghaziabad, Uttar Pradesh, India, near the Indian capital of New Delhi, where it is registered. Dabur's manufacturing operations are in India, Africa and the United Arab Emirates.

The company, through Dabur Pharma Ltd. does toxicology tests and markets Ayurvedic medicines in a scientific manner. They have researched new medicines which will find use in O.T. all over the country therein opening a new market.

Dabur Foods, a subsidiary of Dabur India is expecting to grow at 25%. Its brands of juices, namely, Real and Active, together make it the market leader in the Fruit Juice Category.
Dabur is the co-owner of the IPL team Kings XI Punjab.

STORY BEHIND NEW LOGO

Dabur –New Identity

The New Dabur Identity modernizes the 100-year old equity of the Dabur brand by subtly transforming the tree. While it retains the essence of the banyan tree, it now projects a contemporary image, in consonance with today's lifestyle.
The tree, a symbol of nature, is indelibly regarded as a provider of shelter, food and protection. On a metaphysical plane, the tree is regarded as sacred, trustworthy and a symbol of fertility. The new Dabur identity retains these enduring and valuable attributes, while it adds a fresh, healthy and holistic dimension to the tree.
In the new identity lock-up, distinct elements collaborate to tell a story, even as they work independently to achieve the delineated objectives.
The new identity appropriates nature as the wellspring for Dabur. It conveys Dabur's heritage, commitment and stability through the form and colours of the tree; its branches and leaves. It also conveys that the brand stands for wellness across age groups.

Element of new Logo The Tree Trunk
The tree trunk mirrors the form for three people with their arms raised conveying exultation in achievement. The broad trunk represents stability and its multiple branches represent growth. Taken as a whole, the tree appears well rooted, implying stability; and its abundant canopy implies that it can provide amply for those who seek its produce and shade. Further, the entire image, being well-proportioned, evokes a harmonious, well-balanced, wholesome and holistic brand.
The Tree
In India, the tree is a symbol of life. It is a giver of fuel, food and protection. It is a heaven for creatures it generously harbours in its foliage, as well as in the shade of its canopy. The tree is held auspicious as it spreads through the three spheres with its roots meshing through the earth, its trunk rising through the terrestrial world and its branches reaching into the heavens. This symbolism also occurs in cultures across the world. Keeping these vital associations in mind, the tree in the new Dabur identity has been carefully created to communicate Dabur's invaluable 100-year old legacy as well as its future aspirations. It now takes on a younger avatar, in its form and colours, and strikes a rapport with the consumer as a proactive brand with a commitment to wellness and to nurturing an active lifestyle across age groups.

The Leaves
The leaf is a vital part of a tree. Its functions include the manufacture of food for the plant, transpiration and respiration. A tree full of leaves represents growth, vitality, rejuvenation and renewal. The new Dabur identity of a tree with a full canopy, bursting with leaves, conveys youth and health. Its foliage captures the spirit of an evergreen tree that constantly replaces its leaves as they age and fall. The new Dabur logo, of a tree that is constantly renewing its leaf cover, thus signifies endurance, power and longevity. The leaves in dual colours reflect the combination of stability and freshness of thinking of the company & brand.

The colours
The soft orange colour selected for the trunk, rather than a dark brown, is redolent of warmth and energy. It suggests a young and youthful tree, thus tactfully breaking down the association of the brand with advanced years. It is a joyful, stimulating colour that makes for a high-visual impact, yet does so with a friendly, inviting and soothing stance.
The green colour of the leaves instantly indicates nature's freshness, life and growth. The leaves are neatly divided into two colours: a fresh light green that implies a young leaf, and a darker green that represents an older and mature leaf. By juxtaposing these two colours in each leaf, the brand indicates that it seamlessly blends the old and the new, and also offers a product that is equally suited to the young and elderly. It indicates an on-going process of growth, evolution and renewal.

The Dabur Font
Dabur’s association with nature is evident in the simple yet unique logo. The Dabur font has been created as an echo of the earlier font to preserve its distinctive and established identity. Yet, it has moved on to a more contemporary style.
The tip of the “D” emulates the apex of a aleaf thus infusing the alphabet with a form and flow that discreetly suggests the effect of a leaf. The defined yet gentle curve of “D” forms an arc of trust, caring and support.

The Identity lock-up
Thus, through its form and colours, the new logo identity combines freshness and stability. It expresses a brand that is positive, proactive and progressive. The burst of leaves and their colours symbolize growth, rejuvenation and inner strength. The form and colour of the trunk convey growth, youthfulness and stability. Thus, the logo identity lock up presents Dabur as a stable yet evolving, contemporary, vibrant and active brand cherishing nature as the source of its entire Endeavour’s along with an abiding commitment to the wellness of consumers across age groups.

SUBSIDIARIES

Dabur Foods limited:Dabur Foods Limited (DFL) a business division of Dabur India Limited (DIL), operates on the naturals platform with a product portfolio consisting mainly of packaged fruit juices, cooking pastes, sauces and items for institutional food purchases. The business' sales grew by 51.2 per cent from Rs.85.8 crore in 2003-04 to Rs.129.7 crore in 2004-05. Overall, the Company recorded a positive PAT of Rs.5.25 crores as compared to Rs.1.5 crores in 2003-04.The primary growth drivers in this business are its two fruit juice brands - "Real" and "Real Activ". Both the brands combined under the Real equity today contribute to over Rs. 100 crores of turnovers. During the year, the Company repositioned its offerings to put in place a well-segmented product strategy. The Company now has three distinct brands across the packaged fruit juice category - Real, Activ and Coolers. Activ's new identity, which has now become distinct from the Real brand, has been brought out in a new contemporary and trendy package. The Activ range now has five flavors including the two new additions - Mixed Fruit Cucumber Spinach Juice and Mixed Fruit Beetroot Carrot Juice.Expanding it's portfolio, Dabur Foods has launched a new innovative brand under the name "Coolers" to tap an emerging consumer need. These drinks are made from summer fruits that have the properties to cool the body from within. They were launched in 2004-05 in 3 flavours - Watermelon, Pomegranate and Aam-Panna. Coolers have not yet realised their true potential during 2004-05 as the launch happened almost at the end of summer. We intend to aggressively promote this brand and also introduce new flavours in 2005-06.Dabur Foods' other brand Hommade, grew by 41 per cent in 2004-05. This brand offers a range of cooking pastes, tomato puree, coconut milk and has recently test marketed a soup concentrate, which shall be launched nationally during 2005-06.Institutional sales contribute over 25 per cent of the Company's turnover. Dabur Foods intends to bring in more products in this distribution system. A separate brand called Nature's Best has been created for institutional sales and it consists of products like ketchup and corn flour powderOperations Dabur Foods' multi-fruit processing facility at Siliguri, West Bengal became fully operational during the year 2004-05. The plant produces pulp and concentrates and has brought the Company a step closer to achieving full backward integration and realising the resultant cost efficiencies. The location of this plant is a major source of its competitive strength. For one, this facility is located at the heart of a major fruit-producing and trading area, thus, giving it access to a variety of fruits including Pineapple, Litchi, Guava and Tomato at competitive prices. Furthermore, it is in close proximity to the Dabur Foods' juice plant located in Nepal, thereby reducing time and cost of transportation. In 2004-05, Dabur Foods acquired yet another new facility near Jaipur for manufacturing fruit juices. The plant currently has manufacturing facilities for 200 ml packs. This facility will be upgraded to manufacture 1-litre and 200 ml packs of the 'Real' brand of fruit juice and also the 'Coolers' range of products. With this acquisition, the Company will be able to de-risk its business by considerably reducing its reliance on the Nepal plant. Distribution Network “Freshness available at arm - length”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 at ease.

With an understanding on the nuances of food distribution, the company has developed a unique handling and storage process, which ensures the minimum damage and expiries. To deliver fresh, the company has created a separate channel for retail and food services. With a dedicated system and logistics process, it achieves a balance between sales and production. Realizing the potential in distribution network, Dilmah Tea, world’s 3rd largest tea brand, partnered with us to reach the Indian market.Vision Dedicated to the Health and well being of every householdMission “To be the leader in the Natural Food &Beverages industry”Guiding Principles | | | - Ownership
- Passion for winning
- People Development
- Consumer focus
- Team work
- InnovationDabur Nepal private limited The Guiding force behind Dabur's growth and success has been the wealth of nature and its limitless capacity to support life. And we have constantly taken care to preserve and protect this natural bounty. With this overall vision of and to eco-sustenance, expand Dabur's resource source and production base , Nepal Private Limited was set up as an independent Group company in 1992.this new company set amidst the verdant greens and towering mountain of th e Himalayan kingdom of Nepal , has . established a unique bond of technology and preservation Building on Success * 2003: Manufacturing facilities and systems of Dabur Nepal Pvt Ltd get certified in January 2003 for having met the requirements of Codex Alimentarius Commission Guidelines, Recommended International Code of Practices, General Principles of Food Hygiene. * 2002: Dabur Nepal Pvt Ltd gets Certificate of Hazard Analysis & Critical Control Point (HACCP) plan verification for manufacturing of fruit juices & Tomato puree. * 2002: Increase in turnover by over 19% * 2000: Won Best Exporter Award of Export Promotion Board, Ministry of Commerce, HMG of Nepal in 2000. * 2000: Won Overall Excellence Award of Nepal-India Chamber of Commerce and Industries in 2000.Dabur Oncology Dabur oncology is a 100% subsidiary that ha been set up modem cytotoxic facilities for manufacturing and marketing anti – cancer formulation in the international market. This facility will facilities Dabur’s entry into the developed markets like UK,USA and Europe.Dabur Overseas limited Dabur over seas limited is engaged in trading activities and acted as an investment holding company Dabur finance limited Dabur finance limited is a non – banking financial company .It deals in leasing ,hire purchase and delivering other services in pursuance of the contract the parties and employees to whom loan and advance have been given by the company ,are generally regular in payment of the principle amount as well as interest where applicable .However ,certain non- performing loans and advances are taken care.Dabur Egypt limited Dabur Egypt limited is Limited Liability Company and it started running its operations as of June 12,1996 .the company was formed for the purpose of manufacturing hair care oil , vinegar ,rose water , glucose and other Dabur’s branded consumer products Fem PharmaFem is now a subsidiary of Dabur India Ltd. June 25th, 2009,Dabur has completed the acquisition of Fem Care Pharma LtdFem Care Pharma, which has a leadership position in the fairness bleach category and a strong market position in hair removal and liquid soap category, is best known for its brand ‘FEM’. The other brands in its portfolio include Oxybleach cream, Botanica anti-ageing cream, Stratum colour protecting hair conditioners and SAKA men’s bleach. The company also has a sizeable international market presence in markets such as Yemen, Maldives, Mauritius, Malaysia, UAE, Oman etc.“Besides an entry into the high-growth skin care market with an established brand name FEM, this transaction also offers Dabur a strong platform to enter newer product categories and markets. As with our previous acquisition and subsequent integration of Balsara’s Hygiene and Home products businesses, the Fem Care Pharma Ltd transaction too would offer substantial synergies for expanding the reach of Fem’s brands in all our geographies,” Mr. Duggal . | | | | Board of DirectorsDabur has an illustrious Board of Directors who are committed to take the company onto newer levels of human Endeavour in the service of mankind. The Board comprises of: Chairman | | | Vice-Chairman | | | Dr. Anand Burman | | | Mr. Amit Burman |

Whole Time Directors | | | | Mr. P.D. Narang | Mr. Sunil Duggal | Mr. Pradip Burman | |

Non Whole Time Promoters, Directors | | | | Mr. Mohit Burman | | | |

Independent Directors | | | | Mr. Bert Paterson | Mr. P. N. Vijay | Mr. R C Bhargava | Dr. S. Narayan | | | | | Mr. Analjit Singh | | | | Mr. Analjit Singh | | | | | | | | | | | |

AREA OF BUSINESS

Dabur India Limited is the fourth largest FMCG Company in India with interests in Health care, Personal care and Food products. Building on a legacy of quality and experience for over 100 years. Dabur Hair Care Product Range
Dabur Amla: Dabur Amla Hair oil one of the trusted hair oil with natural goodness of Amla, to make the hair strong and shine It was Introduced in early 50's in northern India - Becomes largest selling branded hair oil - Original French perfume formulation with goodness of Amla - First branded perfumed hair oil. - Expanded market to go national in 70's - Flagship brand in Hair Care category of Dabur - Over Rs.180 crore turnover - 10% share in Rs.1600 crore Hair Oil market.

Amla lite:
Amla Lite is non sticky hair oil .Combined with the traditional Ayurvedic cleanser shikakai. That helps enrich your hair without making it sticky.

Vatika coconut hair oil:
A pure coconut oil enriched with Lemon, Amla, Henna, Soya Extracts & six other trusted herbs.

Vatika anti Dandruff shampoo: Vatika Anti –dandruff shampoo uses the natural goodness of lemon and henna which help in cleaning and curing difficult dandruff, while conditioning the hair to give it body and strength

Heena conditioning shampoo:
Vatika smooth & silky has the perfect balance of natural ingredients like henna , green almonds and Shikakai, it is mild on hair leaving it soft, silky and radiant ,with the gentle and caring touch of nature .
Anmol Sarson Amla:
Anmol Sarson Amla hair oil is enriched with Sarson (Mustered oil) and Amla which provide thick, black and healthy hair.
Root Strengthening Shampoo:
The power of Almond s &coconut Milk enriched shampoo that nourishes the hair from root to tip and helps strengthen hair, reducing hair fall. The deep conditioning formula restores dry, damaged hair & makes it soft and silky

Dabur Health Care Product Range Health supplements: Dabur has health supplements like:- Dabur Chyawanprash- Dabur Chyawanprakash- Dabur Chyawanshakti- Dabur Chyawan Junior - Glucose D- Honey-

Digestive:
Dabur has range of digestives. * Hajmola * Hajmola candy * Pudin Hara * Pudin Hara * Dabur Hingoli these are Ayurveda – based herbal solution aid digestion as well as cure distressing stomach disorders ,safely and instantly .

Natural Cures:
Dabur’s Natural Cures – natural and effective remedies for every day’s health care. Made with Ayurveda-based medicinal and therapeutic herbs. To give you safe alternatives for a wholesome life. * Bhringraj Ayurvedic Tail * Super Thanda Tail * Badam Tail * Active Blood Purifier * Shilajit Gold * Nature Care * Sat Isabgol * Shilajit * Shanka pushpin * Sarbyna Strong
All the above mention are natural cure products, which are easily available in the market

Dabur Oral care Product Range
Dabur’s range of oral care products, designed to suit every individual’s special need.

Dabur RED Toothpaste: Loung which helps prevent toothache, Pudina which helps prevent bad breath and Tomar which kills harmful germs, it is therefore all your dental problems away, thereby providing you strong teeth.
Dabur LAL Dant Manjan:
Dabur LAL Dant Manjan is the herbal Ayurvedic RED toothpowder that cleans while giving you strong teeth and healthy gum.
Dabur Meswak:
Meswak is scientifically formulated, Ayurvedic toothpaste, from pure extract of the Meswak plant, ‘Salvadore Persica’ the famous ‘toothbrush tree’ used for centuries .
The astringent and antibacterial properties of Meswak help reduce tooth decay, fight plaque and prevent gum disease.
Babool toothpaste: It is natural toothpaste containing the Ayurvedic and medicinal benefits of the Babul tree, ‘Acacia Arabica’. The Babul herbal extract in Babool Toothpaste helps prevent swelling & bleeding of gum, keeping gum healthy and teeth strong.

Promise toothpaste:
Promise Tooth paste is a unique toothpaste containing natural and time- tested clove oil. The scientifically proven antiseptic and antibacterial properties of clove oil help keep teeth strong and gums healthy.

Dabur Baby Care Product Range Dabur’s baby care range of products made with Ayurvedic herbs and plants extracts , it best suitable for the baby’s body fit and healthy

Dabur LAL Tail:
Dabur Lal Tail is a natural Ayurvedic baby massage oil ,which contain the properties of time tested herbs .these strengthen the baby’s bones and muscles , and help him/her stays ahead .It is useful for flabby ,dry skin and wrinkles occurring during rickets. Dabur Janma Ghunti:
Dabur Janma Ghunti, an Ayurvedic medicine, plays a dual role in the all-round growth of infants. It acts as an effective remedy for stomach ailments arising out of teething such as flatulence, constipation, diarrhea, vomiting etc.
Dabur Gripe Water:
Dabur Gripe Water contains ingredients like Sarjikakshara and Mishreya tail, which are very useful in guarding your baby against common stomach problems like afara, aittan, indigestion and acidity.

Dabur Home Care Product Range ODOMOS: Odomos is one of the home care products from Dabur which is usedfor the protection against mosquitoes; odomos is available in various types such as * Odomos cream * Odomos lotions * Odomos Gel * Odomos Mosquito Coil * Odomos Mosquito Repellent Mats

Sani Fresh:
Sani fresh is toilet cleaner, come with a Guaranteed Germ Kill formula containing ATAC that helps protect your family ‘s health while leaving the toilet sparking clean and smelling fresh.

DAZZAL Kitchen Cleaner: Dazzal Antibacterial Kitchen Cleaner is a breakthrough product that ensures complete protection from oil, grease and invisible germs in the kitchen.
Its well – researched unique formulation with ‘SQL Activ’ remove grease, oil Kitchen Platform, Tiles, Chimneys, Exhaust Fans, Sinks etc.

Odonil:
Odonil is a room freshener available in various fragrance and types like Blocks, spray etc.
ODOPIC:
It is an effective and economical dish washing product containing ‘Feldspar’. Odopic Souring Bar has a powerful grease cutting action and leaves utensils and dishes sparkling clean. Odopic Bar has a pleasant lime fragrance.

Dabur Food Product Range
The Dabur food product range that are pure and full of nutrition, taking care of fitness while providing exciting flavours and tastes to the dishes
Dabur Real juices:
It is a perfect refreshing juice which is available in 9 different flavors * Real Orange Juice * Real Mango Nectar * Real Mixed Fruit Juice * Real Pineapple Juice * Real Grape juice * Real Tomato Juice * Real Guava Nectar * Real Litchi Nectar * Real Cranberry Nectar

RESEARCH AND DEVELOPMENT

Dabur's main asset is its knowledge base and the backup of research initiatives through modern science. Dabur deals mainly with traditional Ayurvedic products; we take care to conduct rigorous trials and authentication of processes so that our consumers get the best. Dabur Research Foundation (DRF), set up in 1979 as an independent research organization, spearheads the R&D activity of the Company
DRF is well equipped with the most modern research facilities and more than 125 highly qualified scientists from diverse fields like Ayurvedic doctors, chemists and phytochemists, botanists, agronomists, clinical pharmacologists, microbiologists, food technologists, bio-technologists, oil technologists, oncologists, and so on. We have been involved in developing products for consumer applications as well as highly specialized areas of genomics, proteomics and bio-informatics. Through the ceaseless quest of our scientists in frontier areas, Dabur has been able to mark a presence even in critical aspects of health care like cancer therapy.

Research Areas
Dabur Research Foundation is not only limited to conducting tests and trials, but carries out research in over 10 diverse areas: * Ayurvedic Research - relating traditional knowledge with modern science * Pharmaceutical Research - developing and testing drugs * Phytopharmaceuticals - getting better resources from nature * Biotechnology - scientific techniques for preservation * Agronomy -- scientific regeneration and propagation * Personal Care Products - developing natural solutions * Analytical - studying and testing active chemicals * Synthetic Chemistry - developing new molecules and intermediates * Oncology Research and Molecular Biology - researching new anti-cancer remedies * New Drug & Peptide Research - developing new drugs and delivery systems * Food Research - developing healthy and natural foods * Clinical Research - studies and tests for total safety of drugs

Highlights * 1986 - Starts experimental and clinical studies on herbal and Ayurvedic formulations, conducting more than 200 validation studies to ensure the quality of ingredients as well as finished products. * 1988 - Keeping consumer preferences in mind, develops Hajmola Candy - a candy variant of Hajmola digestive tablets that gives a tangy, sweet-sour taste. * 1990 - A modern analytical laboratory equipped with HPLC, HPTLC, GLC set up * 1991 - To break into cancer research, DRF sets up an oncology screening laboratory. * 1993 - Strengthens the value of Chyawanprash as an immunity builder after conducting more than 12 clinical trials to validate traditional claims of its immunomodulation properties. * 1994 - First organization in the world to isolate the anticancer drug, Paclitaxel, from the leaves of Himalayan Yew Tree using a unique eco-friendly process that doesn't harm the tree. This facilitated manufacture of cheaper anticancer medicines. * 1995 - Taking a lead in beauty care, DRF develops Vatika Hair Oil, a value-added coconut based hair oil that improves on plain coconut oil. * 1996 - Bringing the taste of traditional Indian kitchens to modern households, DRF develops ethnic cooking pastes branded and marketed as the Hommade range. * 1997 - Catering to health conscious people looking for natural nourishment, DRF develops preservatives-free fruit juices, launched as Real Juices. * 1998 - Develops New Livfit for hepatitis B & E virus infections * 1999 - Continues with oncology research by developing 2 more plant-based anticancer drug

CORPORATE CITIZENSHIP

When our Founder Dr. S. K. Burman first established Dabur, he had a vision that saw beyond the profit motive. In his words, "What is that life worth which cannot bring comfort to others." This ideal of a humane and equitable society led to initiatives taken to give back some part of what Dabur has gained from the community.
Dabur’s major initiatives in the Social sector include: * Establishment of the Sustainable Development Society, or Sundesh, in 1993 - a non-profit organization to promote research and welfare activities in rural areas; * Promoting health and hygiene amongst the underprivileged through the Chunni Lal Medical Trust; and * Organizing the Plant for Life programme for schoolchildren - to create environmental awareness amongst young minds.
Commitment to Environment Ancient wisdom of conservation From times immemorial, Indian sages and men of wisdom have understood and appreciated the value of nature and its conservation. Our ancestors recognized that if we grabbed from nature beyond what was healthy, it would lead to all round degradation, and even the extinction of humanity. That is why nature was sanctified and worshipped in the form of gods and goddesses.

Dabur upholds the tradition Today, we at Dabur also value nature's bounty. Without the fruits of nature, the vision of Dabur would never have been fulfilled. And that is the reason for our unfailing commitment to ecological conservation and regeneration. We would like to follow the principles of our ancient texts, which say: "Dehi me dadami te" - "you give me, and I give you".

Back to Nature
Rare herbs and medicinal plants are our most valuable resource, from which all our products are derived. Due to overexploitation of these resources and unsustainable practices, these plants and herbs are fast reaching the point of extinction. In view of this critical situation, Dabur has initiated some significant programmes for ecological regeneration and protection of endangered plant species. Plant for Life
We have set up the "Plants for Life" project in the mountainous regions of the Himalayas. Under the project, a high-tech greenhouse facility has been set up for developing saplings of rare and endangered medicinal plants. Fully computer-controlled and monitored, this greenhouse maintains the highly critical environmental parameters required for their survival. We are also developing quality saplings of more than 20 herbs, 8 of them endangered, through micro propagation.
In addition, satellite nurseries spread across mountain villages and contract cultivation of medicinal herbs helps in maintaining the ecological balance. These measures have also helped provide local cultivators the scientific knowledge for harvesting herbs and a steady source of income. So that they are not forced to exploit the environment to earn a livelihood.

Living a Green Heritage These are significant steps that can contribute to a better world for coming generations. To whom we would like to bequeath a world not bereft of nature. But full of flowering and fruit bearing trees, animals, birds and humans living in good health and complete harmony. |

MISSION AND VALUES
More than a century after Dr. S. K. Burman set up his company with the vision of good health for all, Dabur has grown manifold. It is now a leading nature-based health and family care products company. In this mission, the Burman family has forged ahead with the founding thoughts of Dr. S.K. Burman, while also evolving and progressing in tune with the changing demands of a growing business.

Over the years, the family has understood the demands of incorporating a professional management team that would be able to launch Dabur onto a high growth path. The Burman family has therefore downscaled its direct involvement in day-to-day operations. Allowing a team of able managers to run the company and steer its fortunes.

CORE VALUES “Dedicated to the health & well being of every household”

PRINCIPLES
Ownership
This is company .we accept personal responsibility and accountability to meet business need Passion for winning
We all are leaders in our area of responsibility ,with a deep commitment to deliver results .We determined to be the best at doings what matter most.
People Development
People are our most important asset .We add value through results driven training and we encourage &reward excellence.

Consumer Focus
We have superior understanding of consumer needs and develop products to fulfill them better Team Work
We work together on the principle of mutual trust transparency in boundary less organization
Innovation
Continuous innovation in products & processes is the bases of our success.

FUTURE PLANES OF DABUR
Dabur have identified new product initiatives, which would focus on South Africa and OTC segment as the growth driver in future. We are also acquiring the brand Honitus, an herbal cough formulation, for our OTC portfolio by April 1. In fact, our plans to tap South Indian market has been delayed and so the renewed focus on South India will happen in the coming months
Dabur have identified international operations as one of the main growth drivers for Dabur India. Besides trying to open up new markets for our products, the company will also invest up to Rs 20 crore in setting up an export-oriented Unit (EoU). Work on the EoU will begin next fiscal. We are contemplating a separate EoU since packaging and other requirements of each overseas market differ to a large extent. The company is examining suitable sites for setting up this EoU, which is expected to become operational by 2007. There is a $ 8 billion herbal nutritional supplements market in the US which offers a very large, untapped potential and Dabur India is negotiating with potential partners who can offer logistical support. We have similar plans for the UK, Russian and CIS markets. The international business is expected to contribute Rs 250 crore to DIL’s topline in the next two years.
New Delhi Dabur India Limited has planned to launch an entire range of Ayurvedic products in the domestic market soon .the Company is also focusing on exports of Ayurvedic products into new market this year.
“Successful implementation of business risk management with the business risk management framework, every employee will now work formally responsible for identifying business risks management as part of their normal working practice”
Dabur India, the fourth largest FMCG Company in the country, has forrigen alliance with free market services, a leading e-procurement consulting company, for adopting the next level of sourcing practice-e-sourcing, for reducing cost, providing greater transparencies and optimizing procurement efficiencies.
MARKETING DEPARTMENT CHART
Ex-DIRECTOR Sales & Marketing

V.P Sales
V.P marketing

G.M marketing

G.M Sales

Zonal sales managers
Marketing Managers

Regional sales Managers
Group Product Managers

Area sales manager
Product Managers

Senior sales officers
Marketing Assistance

Sales Officers

Functions of Marketing Department
Marketing department of the Dabur India ltd is concern with the strategy formulation, planning and taking care of the thing related to product.
The concern authorities of marketing department formulate the planes and take decision related to the new brand development, developing new ideas and try to eliminate the huddle.
Marketing department of Dabur India basically work to increase the market share and generate profits.
For this purpose new packaging of the product is don , several promotional offers are given to the customers etc. and they keep eye on the market trend , and they work in order to judge what customer wants and etc.

SUMMARY
Dabur India Limited is the fourth largest Company in India with interests in Health Care, Personal Care and Food Products. It is most famous for Dabur Chyawanprash , Hajmola, Glucose-D, Real and Vatika.
Dabur has its own subsidiaries, and Dabur is one of the big names in herbal sector
It has created brand loyalty among the consumer of India and as well as abroad
In short we can say that Dabur is one the big name which plays important role in development of economy.

PART – B

INTRODUCTION

Dabur Real juices
Real, a Dabur brand, is striving to differentiate itself from the many fruit drinks that are crowding the market. Fruit drink, fruit nectar and fruit juice – Dabur wants to clear the confusion, and has come up with a 360 degree campaign to do just that. ‘Real Mein Hai Sadharan Fruit Drink Se Upto 8 Times More Fruit Juice’.
Real is a natural fruit juice with no added preservatives, no artificial flavours or colours. Depending on the fruit flavour, it is reinforced with additional minerals and vitamins that add extra energy. There is also a dash of added sugar for better taste, just like we add sugar to a fresh fruit juice made at home.
Real Juices are available in hygienic packaging with added nutrients. They are processed and packed in state-of-the-art plants, absolutely untouched by hands to maintain hygiene and quality. They have the goodness of juice from a freshly plucked fruit. Real juices bring the true taste of fruits you & your whole family can enjoy all year long, without waiting for the right season for fresh fruits.
Having at least 5 portions of fruits or fruit juices give a natural and healthy source of essential nutrients. Natural fruit juices not only provide nutrition, they are also a good way of fluid intake, which is essential for maintaining good health. Fruit juices are better than aerated drinks, which have no nutritional value.
According to KK Chutani, general manager, marketing, foods division, Dabur, the idea was to educate the consumer about the difference between a fruit juice and a fruit drink so that he can make an informed choice.
“Most of the drinks are creating the false perception of a juice. We want to educate the consumer. When consumers buy Real, they are buying a premium product, which is the most nutritious among the options available currently,” he says.
Chutani says consumer perceptions have led to reduced differentiation among the products. “According to this perception, all products in Tetrapak are taken to be fruit juices and considered premium and thicker or having more pulp content. The products in PET bottles are considered cheaper fruit drinks, with less fruit content and thinner consistency. However, that is not true. Frooti is available in a Tetrapak and comes under the fruit drink category.
Most Indians look forward to seeing the neighborhood "juice Walla," a vendor perched on the road with his cart or selling his wares in a tiny shop, who blends a combination of fruits—watermelon, papaya, pomegranate, orange, and pineapple, plus sugarcane, a hint of lime, and (if you wish) exotic spices—to create a medley of tastes.
Until a decade ago, fruit juice in India usually meant the freshly squeezed beverage sold by this ubiquitous street vendor or (if the Walla’s sanitary conditions were questionable) juice instantly prepared within the confines of your kitchen. Other fruit-based drinks were full of preservatives, and drinks popular in the West, like Snapple, were imported but not available in most stores.
But when Dabur Foods launched its line of fruit juices in 1996, Indians had a new choice—a Real choice. "I chose the name Real because I wanted customers to know that our juices were natural and healthy, contained no preservatives, and tasted like eating actual fruit," says Amit Burman, CEO of Dabur Foods. "The one word—'Real'—conveyed all of that."

The hurdle faced by Dabur
The first hurdle Dabur faced was selling the concept of packaged juices to a skeptical Indian public. "At the initial stage it was a challenge for us to break into the market," says Burman. "The Indian consumer has always preferred fresh juice to packaged juice. The consumer is wary of packaged food, as they feel it has preservatives and is therefore not fresh.".

Despite this hurdle
The fruit juice segment has seen rapid growth over the last few years. The fruit-juice market in India is pegged at 2.5 billion rupees (US$ 56 million), a small amount compared with the larger, non-carbonated drinks market (15 billion rupees, or $337 million), and is growing 30 percent per year.
Today, the flagship brand of Dabur Foods maintains leadership status (57 percent market share) and shares shelf space with a number of competing offerings from Tropicana, Safal, and Ladakh.

The key driver
The key driver for product acceptance has been taste," says Burman. "Indian consumers like to add sugar when they squeeze their juice. We ensure that we cater to our customers' taste and preferences, and have added sugar to our juices." The assortment of Real fruit juice flavors includes orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi, cranberry, and mausami (sweet lime).
The brand appeals to parents who want to give their school-bound children a portable beverage that's a healthy alternative to nutritionally bankrupt colas. The juices come in convenient Tetra Pak packaging (known colloquially as "squeeze boxes") designed to fit into a Tiffin box (lunch box).

Success of Real
Following the success of Real, Dabur launched Real Activ in 2002 and Real Junior in 2004. These new products cater to niche audiences without diluting the equity of the core brand. Real Activ, made with a combination of fruit and vegetable juices and boosted with antioxidants like Vitamins A, C, and E, is an unsweetened option marketed to health-conscious young adults. According to a spokesperson of a popular retail chain in India, "the non-sugar variants are a big hit with fitness freaks.
Real Junior juices are intended for children under six. The juices come in a smaller size (125 ml; the school packs are 200 ml), are enriched with calcium, and promise low acidity.
Through advertising and promotions—particularly the tagline "tastes like eating a fruit"—Real tries to address Indian consumers' concerns regarding packaged food. One ad shows a child sipping a pack of Real juice while he stares at a mirror; his double drinks from an actual orange. Below-the-line activities attracting a young audience include in-school promotions and joint promotions with Disney Channel.

ACTIV range of juices
ACTIV is a range of 100% juices with no added sugar and targeted at young adults. Our flagship brand Real commands a market share of 57%, of which 12% share is occupied by Real-ACTIV.

As part of our expansion of this segment, Dabur Foods has recently launched the first 'Real ACTIV fruit based soya beverages'. This variant combines the taste of fruits and the goodness of soya - which is known as one of the best sources of vegetable proteins. Targeted at the health conscious consumers, the fruit soya beverage is available in 3 mouth-watering flavours - Real ACTIV Apple Kiwi Soy, Real ACTIV Black Currant Soy and Real ACTIV Peach Apricot Soy. Priced at Rs 82, the ACTIV Fruit Soya is available in 1-litre pack across India.

Brand positioning
Of the Rs 1,500-crore non-carbonated drinks market, fruit drinks comprise about Rs 1,250 crore, while the rest are fruit juices. The growth is at 45% in the fruit drinks segment while the juices segment is seeing a growth of over 30% per annum. Over the next three to four years, we can expect the industry to grow at a CAGR of 25%. Our flagship brand Real is the market leader with 57% market share in the packaged fruit juice category. We have recently entered the fruit drinks segment with the launch of Real Twist. Our aim is to become a major player in this segment as well.

Expansion into the new segments and markets
Dabur Foods is today among the few success stories in the processed food sector in India. We were the first Indian company to introduce packaged fruit juices to the Indian consumer. Today, we are market leaders in the sector with our flagship brand 'Real' commanding a 57% market share. Our regular segmentation of product categories like 'Real Twist' in the fruit drinks segment, 'Activ' and 'Coolers' has widened our appeal and made us the most trusted brand among our consumers.

We are also the fastest growing brand and constantly innovating to give our customers a wide range of choices. Our flagship brand 'Real' offers consumers 11 variants like Orange, Mango, Pineapple, Mixed Fruit, Grape, Guava, Tomato, Litchi, Cranberry, Mausambi and now Apple.

Having established brands like 'Real', 'Activ' and 'Coolers', we are also making a contribution to the fruit processing industry through third party units as well as setting up India's first multi processing unit in Siliguri. Spread over 11 acres, this state-of-the-art plant has a high capacity to process seasonal fruits like pineapple, litchi, guava, mango and grape all through the year and processes 192 MT of fruits per day.

The strength
While the competition is intense - we think the one who understands Indian consumer best will win. The strength of Dabur Foods' brands is that they are created around the Indian consumers' taste buds. A housewife has succinctly put the essence of Réal during MR - "Réal naam se hee lagta hai real juice hoga." In consumers' mind, Réal stands for authentic fruit juice, which defines the standard of taste and quality… and this is truly our strength in this competitive market
Vision
Dabur Foods' vision is to achieve a Rs 500 crore turnover by 2010. Our aim is to become one of the leading players in the Indian fruit processing industry. This will be achieved by tapping the company's wide-ranging expertise from procurement to processing to new product development and delivery to consumers. Over the next three years, we will continue to delight our consumers with high-quality products and services and offer a wide range of delicious and innovative blends of Indian fruits and variants.

In order to achieve this vision, the five focus areas for Dabur Foods are:

Multi-brand strategy to create new brands and new categories: Dabur Foods will focus on building a strong independent identity for each of its brands like ACTIV and Coolers. Under the brands, the company will have new flavours and products added to its portfolio to target specific need areas of the consumer.

Enhancing distribution and visibility: In line with the changing retail scenario and the new profile of 'on-the-go' consumers, Dabur Foods plans to scale up its presence in the Indian market by making its brands available at an arm's length. The company will focus on driving distribution in smaller towns and cities through introduction of innovative channels of visibility to increase consumption of fruit juices. It will also expand the reach and depth of its services in the food services segment by aggressively targeting corporate, call centres, hospitals, schools, religious institutions etc.

Become a leading processed fruit exporter: India has the potential to move up the value chain. From being the world's second largest producer of basic fruits and vegetables, the country has the potential to carve out a significant presence in the global fruit-processing sector.

Building capacities across supply chains: The foods business requires a specialized supply chain to ensure that the freshest product reaches the consumer. Dabur Foods is looking at scaling up its presence in the fruit processing industry with significant investments in the Siliguri processing plant and upgrade capacities to produce innovative products and packaging forms.

Knowledge centre for all fruit product categories: The company plans to build, maintain and update their R&D knowledge database providing information on all fruits ansd vegetables, processing & packaging technology while building in house competencies to prepare their own special blends.

In its 10th year of operation, comment on your growth philosophy or passion for growth that looks for new innovations - in products, packaging and retailing.

Over the years Réal has innovated and met consumer needs proactively. It has launched new variants and segmented the category to ensure its dominance in the category. It has also kept pace with the changing times by evolving its look to be at par with the design architecture currently prevailing in the market.

As part of 10-year celebration:

Dabur have re-launched Réal with a new logo and design, in order to refresh our brand identity. The new refined modern look depicts the natural goodness of the juice from freshly plucked fruits. Our new evolved look has a two fold agenda - to not only retain the loyalty of our current consumer base but also to attract more consumers.

Dabur have also launched another innovation in the form of Real Twist - which offers 3 innovative variants like Mango Orange, Mango-Pineapple, Mango-Apple.

Building awareness
In order to boost the Real brand at pubs and bars, Dabur has organized "mixology" workshops across the country. These workshops use Real fruit juice as the essential ingredient to make cocktails and nonalcoholic "mock tails."
Realizing that distribution plays a significant role in building awareness for the brand, Dabur tries to ensure that the brand is widely available through retail networks in India while expanding its reach in the food-service industry by securing placement in hospitals, airlines, railways, hotels, and restaurants. According to Beverages for Health and Wellness in the Indian Market, a report by Ivan Fernandez of market consultants Frost and Sullivan, the growing trend of on-the-go consumption presents beverage suppliers with new distribution opportunities like workplaces, gyms, and colleges. The increasing Indian beverage market includes other juice players like Mohan Meakin's Gold Coin, Rital Impex's Coco Joos, and Ladakh's Leh Berry. But by launching new flavors and focusing on the brand's core values, Dabur Foods hope to ensure consumers continue to embrace the "Real" thing. To expand the choice-set of juices for consumers, Dabur Foods has constantly been introducing innovative variants like Real Activ Orange Carrot - India's first fruit-vegetable juice. The company has also launched multiple-size options to kids like Real Fruit Juice School packs that suit varied consumption needs and occasions.
The flagship brand of Dabur Foods Ltd., Real Fruit Juice is India's leading packaged, 100 per cent preservative-free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and attractive pack.
Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS (Society General de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HACCP and GMP standards. The brand has also won the award for 'Highest sales growth achieved by a brand' in a non-dairy category, at the 6th National dairy and Beverage Seminar - 'Innovation for Growth'.
Dabur Foods is also the only juice company in India and among the top five companies in the world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap for packaging.

Dabur real juices are available in nine different flavors

* Real Orange Juice * Real Mango Nectar * Real Mixed Fruit Juice * Real Pineapple Juice * Real Grape juice * Real Tomato Juice * Real Guava Nectar * Real Litchi Nectar * Real Cranberry Nectar

Real Orange Juice

| Suggested Usage of Orange Juice | Can be used in making * Mocktails * Cocktail * Slushes * Shakes * Pudding | | | | |

Real Mango Nectar

Suggested Usage of Orange Juice * Can be added to vanilla ice cream and pudding * Can be used for making shakes and smoothies | | |

Real mixed Fruit juices

Suggested use of mixed fruit juice Can be used : * In the preparation of several cold beverages such as slush’s * In cocktails and mocktail

Real Pineapple Juice

Suggested use of mixed fruit juice Can be use: * Can be added to vanilla ice cream and pudding * Can be used for making shakes and smoothies

Real Grape juice

Suggested use of Real Grapes juice Can be used in making * Mocktails * Cocktail * Slushes * Shakes * Pudding | | |

Real Tomato Juice

Suggested Usage of Tomato Juice * Tomato juice is used for making the famous Bloody Mary(cocktail) and Virgin Mary (mocktail)

Real Guava Nectar

Suggested use of mixed fruit juice Can be used in making * Cocktails * Mocktails * Smoothies * Fruit punch * Ice- cream Sodas

Real Litchi Nectar

Suggested use of mixed fruit juice Can be used in making * Litchi Nectar can be used in smoothies, with yogurt or oats. * Kids relish Litchi Nectar with Vanilla ice cream. * Litchi Slush and mock tails are great summer coolers * Combine Litchi Nectar with dry French champagne or sparkling wine to get a delicious aperitif. * Cheese buffs should sip Litchi Nectar with Blue chees

Real Cranberry Nectar

Suggested use of Real Cranberry Nectar
Can be used in making * Mocktails * Cocktails

Real junior “Promise a healthy and Activ Lifestyle to kid”

Real Junior is a range of fruit juice enriched with calcium that takes care of additional nutritional requirements of the kids in the formative years (2 to 6 years). Real Junior is sweet in taste and low in acidity.
Real Junior is available in specially designed 125 ml vibrant packs.
It is available in two flavours – Mango and Apple 5-a-day means eating 5 to 9 servings of different colored fruits and vegetables daily depending on ones age . Eating your 5-a-day can help you stay strong and healthy
Importance of 5 a - day
Fruits and veggies are a storehouse of protective nutrients like vitamins, minerals and Fibre * Your skin needs Vitamin A and Vitamin C to stay healthy * Lots of fruits and vegetables contain carotenes, which our body makes into Vitamin A. * So, eat fruits and veggies with carotenes, think yellow, orange, red and dark green. * Vitamin C in fruits helps cuts to heal. * Vitamin A and C in fruits and vegetables help keep your teeth and gums healthy. * Eat 5-7 servings of fruits and vegetables every day to keep your heart healthy. * Eat lots of fruits and vegetables to keep your bones and muscles strong.

An appropriate intake of fruits and veggies definitely promises a healthier and active lifestyle for kids.

Fun with 5 a - day
Having fruits and vegetables is not dull and boring! You can have lots of delicious mouth-watering fun with them. It's all very simple

* Just freeze any variant of Real fruit juice in ice trays/ ice cream moulds, just slurp on the juicy cubes or the ice-lolly. * Cut fruits/raw veggies into interesting shapes like stars, animals, flowers and surprise your friends. * Enjoy fruits with ice cream or custard * Make an ice cream smoothie with ice-cream +Real fruit juice churned together in a mixer. * Mix different variants of Real fruit juices to create your own surprise drink. * Bake a big potato and relish it with butter/ cheese/ ketchup toppings. * Grab a quick sandwich with a filling of tomatoes, and cheese. * Cut cucumber into long thin sticks and eat with curd/ Pudina chutney

Real School Pack

Real School Pack is the portion pack of Real Fruit Juice that takes care of the nutritional requirement of kids in School. It is available in 200 ml in Orange, Mango and Mixed Fruit variants.
Three packs of 200 ml are shrink sleeved to form School Pack.
Importance of Packed Tiffin * Packed Lunch at school is both nutritionally and socially important. * Healthy packed lunch and snacks provide children with energy to stay active. * Packed lunch should provide 1/3rd of daily requirements of calories and proteins to the child * Packed lunch gives your child the energy for the second half of the day and helps children concentrate and reach their full academic potential.

OBJECTIVE OF STUDY

The objective of study was to:

* Determine consumer’s attitude and perception of Real juice

* Determine consumer’s awareness and preferences for Real juice

* Determine characteristics of the consumer ‘s demand for real juice

* Determine how to increase the consumption and enhance the market share of real juices

Nature of problem

Real is a natural fruit juice with no added preservatives, no artificial flavours or colours. Depending on the fruit flavour, it is reinforced with additional minerals and vitamins that add extra energy.
The Problem is of selling packaged juice to a skeptical Indian public, because they feel that the packed juices are not fresh.

The second problem is, the competition faced with other available juices like Tropicana, Safal etc.

The demand of the Packed juice in the society of MIG and LIG is comparatively low then HIG.

PART - C

NATURE OF RESEARCH

SOURCES OF DATA

The sources of data were basically primary in nature as it involved the collection of first hand data from the sources itself. For primary data collection, i have used the questionnaire and personal interview method.

METHOD OF DATA COLLECTION

Survey’s and personal interviews were conducted in G.noida (Alpha, Gamma, Beta, and delta), for collection of the data.

METHOD OF SAMPLING

Sampling methodology is the foundation of any research design. It plays a key role in systematic and objective surveying. The survey aimed at finding out actual problem.
Random sampling method is used in this research report. A sample size of 85
(Customer) and 20 (Retailer) was taken.

PART D

DATA ANALYSIS AND INTERPRATATION

A comprehensive survey encompasses various stages such as collection of data , analysis of data and drawing inferences there after.
Data analysis is one of the most essential stages of survey .this is the stage which helps one to draw proper inferences.

With the advent of globalization of Indian economy industries are design newer and innovative strategies to face these changes and now the Food industries is facing one such type of challenges .where one hand dawn globalization has made the customer more flexible to change on the other hand we still have traditional values attached to our products.
The first question pertaining to association of word Real juices got us interesting answers.
In brand recall for Real juices was more or less the first choice followed by Tropicana.
These two brand name were quite dominated in the research
Q4 which brand of juice you prefer most? BRAND | CONSUMERS | DABUR | 43 | TROPICANA | 18 | SAFAL | 5 | OTHERS | 4 | TOTAL | 70 |

61% of the consumer prefers Dabur. The main reason behind choosing the Brand is: 1. They trust the brand name “DABUR” 2. It’s easy availability. 3. Brand is known for generations.

Q8. According to priority please rank the factor that influence your buying behavior
Maximum of the response which we go for this question shows the brand loyalty toward DABUR
People have faith in the brand name.

Q 3. How much shelf space you provide for Dabur juice?
There was vague answer as far as shelf space size was concern. Reasons being that in the shelf help Concept stores the sales executives decides the shelf space and in the normal, outlets the space is not determine by keeping any particular thing in mind just the visibility of the product. As one of them said “we keep the Real juices in front row so that it is easily seen ,because we don’t want that customer should feel that we do not have the Real juices and go away “ Q10. What do you think about the promotional activities? The promotional activity of the Real juices is average in comparison to others company products Dabur should focused on the promotional activities

PART E

CONCLUSION

Survey conducted to identify the Usage and Attitude study Of Dabur Real Juice; we hypothesized the number of factors that influence the buying behavior of the consumer so that step could be taken to increase the market share.

The results of the survey have been quite interesting. Customer rate purity as the most important factor in buying decision. Brand name and price flows purity .whereas according to the retailers the customer looks for the brand name and the availability. Purity even doesn’t come in to the picture.
Retailer plays important role in product promotion, but they do not get fare benefits. They also have problem with the supply of the product, because they do not get all the flavors.

PART F

RECOMANDATION

There are few key factors, which contribute to increasing demand for Real Juices 1. Expose consumers to as many as uses of Real juices.

2. Launch active sales promotional schemes.

3. Advertise in more contemporary manner and during the prime time when viewer ship is maximum.

4. Provide special benefit to the retailer so that sale can increase.

5. Encash the brand name.

6. Reassure the consumer of its priority & of its being natural.

7. Introduce new flavor in the market.

8. Make strong and more efficient distribution network.

9. Try to touch the un touched market.

10. Introduce new promotional scheme for the customer.

PART G

APPENDIX

BIBIOGRAPHY

Books * Kotler Philip, Keller Lane Kvin “Marketing management” 12th edition Pearson Education P.No. 117,118,121. * Ramaswamy V.S., Namakumari S. “Marketing Management” 3rd edition 2006 Macmillan Publicaton. P. No. 311,312 * Kumar Arun, Minakshi N. “Marketing Management” Vikash publication 1st edition 2006 P. No 213, 214 * Kotler Philip, Koshy Abraham, “Marketing Management” 13th Edition Pearson Education P.No.115, 116, 120.

Websites * www.brandchannel.com * www.google.co.in * www.daburindia.com

QUESTIONNAIRE
MARKET RESEARCH FOR DABUR REAL FRUIT JUICE
OBJECTIVE: To find out the usage and attitude of Dabur juice and Hajmola
NAME: ____________________________ MOBILE NO: ________________
GENDER - MALE_____ FEMALE_____
AGE GROUP (IN YEARS): 17-25 ___ 26-40___ 41-50___ 51-60___ ABOVE 60___
ADDRESS: …………………………………………………………………………………………………………….
TYPE OF BUSINESS: a) General Store b) Departmental store c) Confectionary shop d) Others
Education : a) Under graduate …….. b) Graduation …….. c) Post Graduate …….. d) Others ………

1. How much % of people go for preservative juices
a) Below 20% b) 21% - 35% c)36% - 50% d)Above 50% 2. How many people go for Dabur juices? a) Below 20% b) 21% - 35% c)36% - 50% d)Above 50% 3. How much space you provide for Dabur juice a) More b) Average c) Less 4. Do you think we need to make change in Dabur juice a) Taste b) Price c) Quality 5. What is the monthly sale of Dabur Juices? a) 1-100 CANS b) 101 - 200 CANS c) 201 - 300 CANS d) Above 300 CANS 6. What is the monthly sale of other Brands ? a) 1-100 CANS b) 101 - 200 CANS c) 201 - 300 CANS d) Above 300 CANS 7. Which distribution channel should be adopted a) Direct b) Indirect 8. Do you think distribution channel affect price a)Yes b) No 9. What strategy should be adopted for sales? a) Skimming b) Penetrating 10. What do you think about the promotional activities? a)Good b) Average c) Bad 11. Do you think there is need of new Packaging of Dabur juices? a) Yes b) No 12. What do you think about the Advertising Strategy of Dabur Juices ? a) Good b) Average c) Bad d) More should be done 13. What is the positioning of Dabur juice in the market ? a) Good b) Average c) Bad 14. What differentiation strategy should be adopted a)Price b) Quality c) Promotion d) Other 15. Do you think new punch line is required to draw the attention of consumer in The market a) Yes b) No

Date Singh …………

QUESTIONNAIRE

MARKET RESEARCH FOR DABUR REAL FRUIT JUICE
NAME: ____________________________ MOBILE NO: ______________________________
GENDER - MALE_____ FEMALE_____
AGE GROUP (IN YEARS): 15-25 ___ 26-40___ 41-50___ 51-60___ ABOVE 60___
ADDRESS: __________________________________________________________________
PROFESSION – [PLEASE TICK APPROPRIATE ONE]
SALARIED- GOVERNMENT SECTOR / PRIVATE SECTOR
BUSINESS – SMALL/ MEDIUM/ LARGE
UNEMPLOYED – STUDENT / HOUSE WIFE /OTHER DEPENDENT
MONTHALY INCOME (INR) 1. 0 – 5000 2. 5000 – 20000 3. 20000 – 50000 4. 51000 – above
OBJECTIVE: To find out the usage and attitude of Dabur juice

1. Are you health conscious’s a) YES ……… b) NO……. 2. What all measures do you take regarding your health?
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3. Do you drink juice to become healthy a) YES …….. b) NO…….
4. If yes then, what is your taste preference ………………………………………………………………...
5. Which brand of juice you prefer? a)Safal …….. b) Tropicana…….. c) Dabur.…….. d) Others……… 6. If you prefer Dabur then why? If not then why not? --------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------------- 7. What do you perceive about Dabur Juices? --------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------
8. According to priority please rank the factor that influence your buying behavior a) Brand b) Purity c) Price d) Packaging e) Availability
9. What is your frequency of buying the juice? a) Daily ……… b) In a week ………… c) Not fixed or some time …………
10. Which size of juice container you buy. a) 200 ml …….. b) 1 litre ……. c) More than 1 litres ……..
11. How do you rate Dabur real juice and its competitors? Parameters | Dabur real juice | Safal | Tropicana | Others | Price | | | | | Purity | | | | | Taste | | | | | Packaging | | | | | Availability | | | | | Value for money | | | | |
RATINGS: (Excellent – 5, V.good -4 , Good – 3, Fair – 2, Bad – 1 )
12. Any suggestion which you like to give ,to make Dabur Real juices more effective brand ……………………………………………………………………………………………….........................................................................................................................................................................................Thank you very much for your time and your help in furthering this research endeavor.
Date
Place (sign)