16-02-2013, 03:03 PM
MARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTS
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INTRODUCTION
The story of Dabur began with a small, but visionary endeavour by Dr. S. K. Burman, a physician tucked away in Bengal. His mission was to provide effective and affordable cure for ordinary people in far-flung villages. With missionary zeal and fervour, Dr. Burman undertook the task of preparing natural cures for the killer diseases of those days, like cholera, malaria and plague.
Soon the news of his medicines traveled, and came to be known. as the trusted 'Daktar' or Doctor who came up with effective cures. And that is how his venture Dabur got its name - derived from the Devanagri rendition of Daktar Burman.Dr. Burman set up Dabur in 1884 to produce and dispense Ayurvedic medicines. Reaching out to a wide mass of people who had no access to proper treatment. Dr. S. K. Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house, to a household name that at once evokes trust and reliability
DABUR AT-A-GLANCE
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), Consumer Health Division (CHD) and International Business Division (IBD)
3 Subsidiary Group companies - Dabur International, Fem Care Pharma and newu.
17 ultra-modern manufacturing units spread around the globe
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
STRATEGIC INTENT
We intend to significantly accelerate profitable growth. To do this, we will:
Focus on growing our core brands across categories, reaching out to new geographies, within and outside India, and 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 our deep knowledge of ayurveda and herbs with modern science
Provide our consumers with innovative products within easy reach
Build a platform to enable Dabur to become a global ayurvedic leader
Be a professionally managed employer of choice, attracting, developing and retaining quality personnel
Be responsible citizens with a commitment to environmental protection
Provide superior returns, relative to our peer group, to our shareholders
SUSTAINABILITY REPORT
At Dabur, environment and nature is the lifeline of our business. With a portfolio of Ayurvedic and nature-based products, conservation of nature & natural resources is deep rooted in our organizational DNA, and in every aspect of our ever-growing business. We, at Dabur, have not merely incorporated the concept of sustainability into the core of our business but have, in fact, expanded it to encompass our aspirations and responsibilities to the society and to the environment. It is this concept that inspires us to optimize our business performance to tackle the new and growing challenges of environment and technology.
It is a concept on which we aspire to build an organization that will continue to increase value for all our stakeholders for generations to come, through intensive focus on Conservation of Energy and Technology Absorption, along with Health, Safety and Environment Protection.
CONSERVATION OF ENERGY
Dabur has been undertaking a host of energy conservation measures. Successful implementation of various energy conservation projects have resulted in a 13.8% reduction in the Company’s energy bill in the 2008-09 fiscal alone. What was noteworthy was the fact that this reduction has come despite an 8-9% volume increase in manufacturing, and an average 11.7% increase in cost of key input fuels.
The host of measures – key among them being use of bio-fuels in boilers, generation of biogas and installation of energy efficient equipment – helped lower the cost of production, besides reduce effluent and improve hygiene conditions & productivity.
MARKET RESEARCH
Market research is a process to find out the specific problem and opportunities. it may also use for a product-preference test, a sales forecast or an advertising evaluation. we define market research as the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing by a company .
In other words “the activities undertaken by an organization to determine the nature of its customers and competitors, as well as the demand for its products or services along with the features that customers prefer in similar products or services.”
ABOUT INSTITUTIONAL SALES
Intuitional Sales is similar as corporate sales, here we sell products/Services/Solutions to other organizations. its also called B2B Sells.
For an eg. we sell one AC to a customer for his personel uses its B2C Selling, where as in instituional sales we sell in bulk quantities for eg. Selling 300-1000 AC to one new opening hotel.
Institutional Sales does not involve the channel of dealers/distributors, its the direct sales for company to company
Dabur Foods Ltd, the foods and beverage arm of FMCG major Dabur india Ltd, in an ffort to increase its focus on the food services market has launched various new products catering specifically to institutional channels.
"We have recently launched four new products — pineapple slices, fruit cocktail, tomato puree & corn flour. these products have been launched under Dabur's Nature Best brand that exclusively caters to the food services sector.