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13 Dm049 Essay

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Evaluating the Sales and Distribution set up at Dabur India Ltd in the NCR Region with special reference to Dabur Amla and Sanifresh and formulating marketing strategies for increasing product presence in the region

SUBMITTED TO: Submitted by:
DABUR INDIA LIMITED Ayush Manan Vishwakarma
Kaushambi, Ghaziabad-201010 13DM049 Uttar Pradesh, INDIA &
BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY
Greater Noida

Contents
ACKNOWLEDGEMENT ............................................................................................................................. 4 Letter of Transmittal ............................................................................................................................... 5 Letter of Authorization ........................................................................................................................... 6 Summer Project Certificate ..................................................................................................................... 7 Industry certificate .................................................................................................................................. 8 Executive summary ................................................................................................................................. 9 Dabur’s primary products include: ................................................................................................... 10 Sales department .............................................................................................................................. 12 Distribution structure ....................................................................................................................... 14 About the products ............................................................................................................................... 15 Problem definition ............................................................................................................................ 17 Approach to the problem ................................................................................................................. 17 Research Methodology ......................................................................................................................... 18 Industry analysis ............................................................................................................................... 19 Data analysis ......................................................................................................................................... 21 Primary research on consumer ......................................................................................................... 21 Bar Graph1: What do consumers expect from a toilet cleaner? .................................................. 21 Bar Graph 2: what product people use and why ......................................................................... 22 Bar Graph3: Top of mind. .............................................................................................................. 22 Bar Graph 4: How did people come to know about Sanifresh. .................................................... 23 Bar Graph 5: Why aren’t people using Sanifresh. ......................................................................... 23 Bar Graph 6: how many people would try it in next purchase. .................................................... 24 Retailer survey Sanifresh .................................................................................................................. 24 Pie chart1: Frequency of order. .................................................................................................... 24 Bar Graph 8: Which toilet cleaner shopkeepers carry. ................................................................. 25 Bar Graph 9: Do customers demand toilet cleaner by name ....................................................... 25 Bar Graph 9: Top of mind .............................................................................................................. 26 Bar Graph 10: Monthly average order size of Harpic. ................................................................. 26 Bar Graph 11: Monthly average order size of Sanifresh. .............................................................. 27 Bar Graph 12: Does advertisement affect the purchasing decision of retailers. .......................... 27 Bar Graph 13: Expectation of margin. ........................................................................................... 28 Bar Graph 14: Awareness about price and offer .......................................................................... 28 Bar Graph 15: How often competition offers shelf space ............................................................ 29 Pie chart 2: Suggestions. ............................................................................................................... 29 Consumer survey Amla ..................................................................................................................... 30 Pie chart 3: Age group classification ............................................................................................. 30 Bar Graph 16: What qualities people look for in hair oil before purchasing? .............................. 30 Pie chart 3: Frequency of usage of hair oil.................................................................................... 31 Bar Graph 17: Which hair oil consumers use and why ................................................................. 31 Bar Graph 18: which hair oil is best for hair according to consumers. ......................................... 32 Bar Graph 19: what comes to consumers mind when they think about Dabur Amla .................. 32 Pie chart 4: why would anyone buy Dabur Amla? ........................................................................ 33 Bar Graph 20: How did people came to know about Dabur Amla ............................................... 33 Retailer survey Amla ......................................................................................................................... 34 Bar Graph 21: Type of store .......................................................................................................... 34 Pie chart 5: Monthly revenue of retailers ..................................................................................... 34 Pie chart 6: It shows which brands retailers keep in AHO(Amla Hair Oil) category. .................... 35 Bar Graph 22: In what situation retailers don’t purchase from distributors and how often? ..... 35 Bar Graph 23: Change in sale ........................................................................................................ 36 Conclusion ............................................................................................................................................. 37 Limitations and caveats ........................................................................................................................ 37 Recommendations ................................................................................................................................ 38 Exhibits .................................................................................................................................................. 39 Consumer survey Sanifresh .............................................................................................................. 39 Consumer survey Amla ..................................................................................................................... 41 Sanifresh Retailer Questionnaire ...................................................................................................... 43 Amla Retailer questionnaire ............................................................................................................. 45 References ............................................................................................................................................ 48 Glossary of Abbreviations ..................................................................................................................... 49 Learnings during Internship ....................................

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Keywords

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