Marketing Project On Dabur Hajmola

MARKETING PROJECT ON

DAB UR HAJMOLA

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OBJECTIVES OF THE PROJECT  To know the market share of Dabur Hajmola in the area of Gurgaon.  To compare how Dabur Hajmola sells in the market as compared to other Digestive and Confectionary manufacturing organizations and to identify areas of improvement.  Identify the major factors which contribute to motivate the distributors & retailers to sell more quantity of Dabur Hajmola.  To know consumer behaviour about our product- Dabur Hajmola.  To design a proper strategy in order to improve the market share of Dabur Hajmola by at least 20% or 2 enhance the market size.

Sources of Data Primary Data:  Retail Audit  Consumer Survey Secondary data:  Business magazines  Internet

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Sample Framework Region: Gurgaon Retail Audit

Outlet Type •Provisional Stores/Kirana shops •General Store

Zone-wise • North Zone

•Departmental Stores

• South Zone

•Chemists/ Medical Stores

• East Zone

•Bakery Shops •Sweets Corner •Canteen of institutes.

• West Zone 4

Sample Framework Consumer Survey

Housewives

Salaried Persons

Businessmen or

Students

Self- Employed Persons

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Constraints •

Some of the retailers were disinterested in sharing the information about sales etc.

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Since the area was small there were many representations from one area and sometimes a few from other.

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Some of the consumers were disinterested in giving the responses and some were unable to come out with appropriate responses as it is a product in Low Involvement category.

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Our sample is not completely representative of the whole population i.e. Gurgaon as there exist certain areas wherein there are no shops and stores. 6

Dabur :120 Years of Celebrations

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Contribution of Product Categories Of Dabur

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Product Under Study HAJMOLA TABLETS Originally Ayurvedic digestive medicine. First to be branded as a product. Mix of traditional Indian culinary herbs, spices and edible salts. Health Benefits - Eases condition of flatulence - Controls Dyspepsia - Increases appetite - Helps in proper digestion and relieves indigestion

HAJMOLA CANDY The zingy tangy candy that's fun to have any time of the day. And what's more, it gets your digestive juices working better. That's a great way to enjoy while staying healthy – with Hajmola Candy's khatta meetha taste and 4 fun-filled flavours

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Product Under Study HAJMOLA FUN 2 CANDY Hajmola Candy brings in an innovative and exciting offering in the confectionary categoryHajmola Fun2Candy. “A centre filled candy 2 times masty and 2 times the taste.”

HAJMOLA MAST MASALA Hajmola Mast Masala is a chaat masala with dual benefit. It has a chatpata taste with the benefits of good digestive element

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Product Under Study HAJMOLA YUMSTICK Hajmola Yumstick has a yummy taste of Aam and Imli in a convenient stick format. It contains mango pulp, imli pulp, mixed spices and citric acid.

HAJMOLA ANADANA Hajmola Anardana Churan, with its unique chatpata taste and do good properties, is the first branded churan in the market. 12

Competition Analysis

**Dabur has products- Hajmola Mast Masala and Hajmola Yumstick but as they are not available in Gurgaon so we have not taken it into consideration. Major Competitors: ITC, S.S.G. Pharma, Divya Pharmacy and Anil Foods

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SWOT ANALYSIS OF DABUR

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Retail Survey Analysis Market Share of Dabur Hajmola (Competition-wise) Market Share of Dabur Hajmola 0% 1% 5% 1% Dabur ITC S.S.G. Pharma Divya Pharmacy Anil Foods

93% 15

Retail Survey Analysis Distribution of market share of Dabur Hajmola among its varients Diatribution of Market Share of Dabur Hajmola among its varients

3%

4%

Hajmola Tablets 47%

Hajmola Candy Hajmola Fun 2 Candy

46%

Hajmola Anardana

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Retail Survey Analysis Market Share of Dabur Hajmola (Area-wise) Distribution of Dabur Hajmola (Area-wise)

2%2%

8%

16% Old Gurgaon (

Palam Vihar Sector 14 Sector 4-5 South City

72% 17

Retail Survey Analysis Market Share of Dabur Hajmola (Zone-wise) Distribution of Dabur Hajmola (Zone-wise)

18%

2%

8% East Zone South Zone North Zone West Zone

72% 18

Retail Survey Analysis Market share of Dabur Hajmola ( On the basis of type of outlet it is available in) Availability of Dabur Hajmola

Departmental Store 2% 2% 2% 2%

Medical Store 24%

General Store Kirana Shops Bakery Shops

48%

Sweets Ssops 20%

Canteen of Institutes

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PRODUCT/MARKET PROFITABILITY

DABUR HAJMOLA

DIVYA PHARMACY

S.S.G. PHARMA

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COMPETITIVE ADVANTAGE

DABUR HAJMOLA

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Consumer Survey Analysis Factors Influencing Customers Purchase Decision

6%

10%

Series1

Easy Availability

6%

Advertising

10%

Packaging

12%

Price

15%

Taste

Brand

16%

Celebrity Endorsement

25%

Main Ingredients

30% 25% 20% 15% 10% 5% 0%

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Consumer Survey Analysis Brand Loyalty towards Dabur

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PRODUCT LIFE CYCLE/ CUSTOMER’S LOYALTY

S.S.G. PHARMA

DABUR HAJMOLA DIVYA PHARMACY

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TENDENCY TO BUY DABUR HAJMOLAPRESENT

DABUR HAJMOLAFUTURE DIVYA PHARMACY

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Present Performance Of Dabur Hajmola PRODUCT • Dabur Hajmola has a very broad product line. • Dabur Hajmola offers various new and innovative variants in its product line. • Dabur Hajmola is famous for its traditional Indian Culinary mix of herbs and spices that helps in easing condition of flatulence, Controlling Dyspepsia, and increasing appetite. It also helps in proper digestion and relieves indigestion. 26

PRICE • Dabur Hajmola is a low-priced product. • Dabur Hajmola tablets are preferred by consumers of all age groups and consumers belonging to 35 plus age group consume it on daily basis. • Dabur Hajmola Candy and Yumstick if famous among children as it is low-priced and can be bought in quantities with their pocket money.

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PROMOTION •

Dabur Hajmola has different promotional strategies for its different products.

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Dabur Hajmola Tablets are promoted on Health platform as an Ayurvedic and Digestive tablets.

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Dabur Hajmola Candy, Yumstick and Anardana are promoted on Taste platform as zingy and tangy products.

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Dabur Hajmola Mast Masala is being promoted on dual-benefit i.e. Digestive and Tasty.

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The company uses Amitabh Bachchan as its brand ambassador and tries to cash in on his popularity. Promotion on mass media such as television is done by the company centrally.

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PLACE Dabur Hajmola’a Supply Chain Flow Chart

Dabur Hajmola tablets and Hajmola Candy have a very strong distribution in Gurgaon but its other brands viz. Hajmola Mast Masala and Yumstick are not at all available in 29 are Gurgaon. Hajmola Anardana and Hajmola Fun2Candy somewhat weak in their distribution.

BCG Matrix

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STRATEGIES FOR INCREASING MARKET SIZE PRODUCT •

Providing new variants of Dabur Hajmola Tablets in form of new flavors, namely Tablets with Aijwan & Black Salt as ingredients. These offerings would be unique for Dabur Hajmola and can boost its stagnant growth in the Digestive segment.

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We are planning to introduce Dabur Hajmola Amla Candy. These candies will help in blood purification, improving the eye sight, hair strengthening and proper digestion. These will be targeted towards consumers in the age group of 35 and above.

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Dabur Hajmola Anardana will be supplied in the form of small sachets. 31

STRATEGIES FOR INCREASING MARKET SIZE PRICE • Dabur Hajmola Anardana sachets will be priced at Re. 1 per sachet. • Dabur Hajmola Amla Candy will be provided in pack size of 500 gms priced at Rs. 50 and 1 kg priced at Rs. 95. • Dabur Hajmola Tablets in the flavours of Aijwain and Black Salt will be priced at Rs. 20 for 110 tablets. 32

STRATEGIES FOR INCREASING MARKET SIZE PLACE •

Provided as a replacement or complement with mouth refreshments in restaurants/food chains.

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Can be placed at Cash or Delivery Counters in Showrooms/Malls..

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Provided to licensed Ice-Cream Vendors.

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Supplied to Low cost Airlines/Railway Catering Agencies.

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Enhance the shelf space of Hajmola Mast Masala and Hajmola Yumstick 33

STRATEGIES FOR INCREASING MARKET SIZE PROMOTION • Promotion in Cartoon Channel and other children related programmes. • Endorsements by health care professionals. 34

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