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A STUDY ON CONSUMER SATISFACTION
AND RETAIL COVERAGE ANALYSIS OF
DABUR INDIA
A Summer Internship Report
SUBMITTED TO
International Management Institute
Bhubaneswar
IN PARTIAL FULFILMENT FOR THE AWARD OF
POST GRADUATE DIPLOMA
In
MANAGEMENT
By
CHAYAN SEN
2019-2021
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ACKNOWLEDGEMENT
The Summer Internship opportunity at Dabur India Ltd was a great learning experience in my
career. This Summer internship would not have been possible without the support of certain
individuals. I consider myself extremely fortunate to be given an opportunity to Intern with
Dabur India. I want to thank each member who made it possible for me to complete this
internship successfully. I would like to thank Mr. Debargha Deb, HR Head- East for giving me
thus opportunity to undergo Summer Internship with Dabur India Limited. I would also like to
extend my heartfelt gratitude to Mr. Devesh Golchha , Area Sales Manager who in spite of his
busy schedule guided me as an when required and guided me to carry out the project. I would
also like to Thank Mr.Achintya Mridha, Senior Sales Officer of Hooghly District to guide me
during the field visits and helped me in understanding the market and assisted me during my
Summer internship project and also teaching me practical knowledge of Sales in the market.
I would also like to thank Mrs. Suhena Deb,HR for assisting me with information regarding
Project submission ,other allowances and providing Internship certificates .
I would also like to take this opportunity thank my faculty mentor Mr. Rohit Vishal Kumar for
sharing his expertise and extending his valuable guidance to me. I thank him for all his support
that helped me to complete this project successfully. I would also like to thank Prof. Ramesh
Behl, Director IMI Bhubaneswar to provide me an opportunity to get trained in this esteemed
organisation.
Special thanks to the entire placement team of IMI Bhubaneswar for organising on-campus
drive and facilitating communication with the organisation which helped me to get an internship
opportunity at such a prestigious organisation
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STUDENT’S UNDERTAKING
I, Chayan Sen bearing Institute Roll No. 19PGDM-BHU020, declare that the summer project
titled “Customer Satisfaction and Retail Coverage Analysis” is my original work and completed
under supervision of Mr.Devesh Golchha of Dabur India Ltd and Prof. Rohit Vishal Kumar of
IMI Bhubaneswar. Further, I also declare that the report being submitted herewith is free of
any textual plagiarism
Signature:
Date: 18.09.2020
Place: IMI Bhubaneswar
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CERTIFICATE OF COMPLETION(PHASE I)
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CERTIFICATE OF COMPLETION(PHASE II)
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APPROVAL OF THE FACULTY GUIDE
Recommended that the Summer Internship Report titled “Customer Satisfaction and Retail
Coverage Analysis” prepared by Mr.Chayan Sen under my supervision and guidance
accepted as fulfilling this part of the requirements for the award of Post Graduate Diploma in
Management. To the best of our knowledge, the contents of this report did not form a basis
for the award of any previous degree/diploma to anybody else.
Date:
Signature:
Name of the Guide:
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TABLE OF CONTENTS
S.N.
PARTICULARS
PAGE NOS.
1
Executive Summary
8
2
Introduction
9
3
Company Details
10
4
Products
11-12
5
Dabur India Category Wise business
13
6
SWOT Analysis
14
7
PESTEL Analysis
15-16
8
Porters Five Force Analysis
17
9
Objectives of the Study
18
10
Roles and Responsibility
19
11
Methodology
20
12
Research Plan
21
Phase I
13
Data Interpretation and Analysis
22-39
14
Findings and Conclusion
40
15
Recommendations
41
16
Limitations
42
Phase II
17
Data Interpretation and Analysis (Phase II)
43-45
18
Findings and Conclusion
46
19
Recommendations
47
20
Limitations
48
21
Reference
49
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EXECUTIVE SUMMARY
This Summer Internship Report “Customer Satisfaction and Retail Coverage Analysis of
Dabur India” has been divided into two parts. The main reason for choosing this project as the
scope is very wide to study. The report basically has an Introduction of the company and the
FMCG sector. It also gives briefing about the product portfolio and the Competitors in the
FMCG Sector. Swot analysis of the organisation has also been done along with the Industry
analysis (PESTLE) of the FMCG sector.
The Study has been divided into two parts:
• Part I discusses about Consumer Satisfaction towards Dabur Red Toothpaste and
Real Fruit Juice. Analytical Tools were used to carry out the analysis and to determine
the factors that affect the satisfaction of a customer towards the two Dabur Products.
Cross tabulation relations were also generated to show correlation between the two
factors while purchasing these two products. Demographic analysis was also carried
out and percentage studies were carried out to determine the important factors and
finally the findings of the study is also mentioned in the report and recommendations
were given.
• Part II discusses about the Retail Coverage Analysis of Uttarpara, Hindmotor and
Konnagar Region of Hooghly districts in West Bengal stating the problems faced by
retailers and using analytical tools to find out the regions where the problems are
higher than average. New Product Drive was also conducted where the new products
by Dabur was branded and Pitched to the Retailers to increase market reach. The
survey was conducted by visiting almost 300+ retails in the above area. The findings
of the analysis are mentioned in the report and recommendation is also given.
Updating of contact of retailers that I visited in the company database was also a work
assigned to me during my Internship Period.
Dabur India is a top company in the FMCG sector. The company deals in wide range of product
range which includes personal care products as well as foods and beverages. Dabur as a
brand is spread across 20 consumer categories. It has been found out that the brand is also
purchased by approximately 2 out of 3 Indians. The workforce of the company is also strong
as there are currently 15000 employees working for the company and apart from that there
are 12000 managers. The networking is also one of the advantages as the company has over
2000 suppliers for the brand. There are constant innovations in the company based on the
product needs in the market.
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INTRODUCTION
Started in 1884 by Dr. S.K Burman, Dabur India is one of the most trusted FMCG company in
the country. It has an experience of over 130 years and over 250 products in its portfolio. The
company went through several strategic changes to maintain its market.
Dabur had to maintain operational efficiency with such a large product portfolio. Dabur became
a Public Ltd company in 1986. The product portfolio offered included personal care products,
health care products, home care products and foods. It also offers Ayurveda based healthcare
products. It markets its products in India as well as in the International markets. The company
currently has its headquarters in Ghaziabad, Uttar Pradesh, India
The headquarters of the company is in Ghaziabad, Uttar Pradesh. Currently Dabur is the third
Largest FMCG Company in India and is World leader in Ayurveda with a wide range of
products offering over 250 Ayurvedic or Herbal Products. The distribution channel of Dabur is
also widely spread across the country having over 6.5 Million Retailers across the Country. It
has 20 state-of-the-art manufacturing facilities spread across the globe
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COMPANY DETAILS
INDUSTRY
RETAIL
Founded
1884
Headquarters
Ghaziabad, Uttar Pradesh, India
CEO
Mohit Malhotra
Revenue
₹88.29 billion (2018-2019)
Product Offered
• Home Appliances
• Food
• Digestives
• Personal Care
• Health Supplements
• Oral Care
• OTC & Ayurvedic Medicines
No of Employees
8000+
Website
www.dabur.com
➢ Mission: Dedicated to Health and well-being of every household
➢ Vision: Increasing the shareholder’s value towards the company by providing
quality-based products superior in nature and improving the life of the consumers in
Personal Care, Health care & Food segments.
➢ Core Values: Innovation, Responsiveness, Simplicity and Team orientation
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PRODUCTS
FOODS:
• Real Juice
• Real Activ
• Homemade
• Lemoneez
• Capsico
HEALTH CARE:
❖ Baby Care
• Dabur Lal Oil
• Dabur Baby Olive Oil
• Dabur Janma Ghunti
❖ Health Supplements
• Dabur Chawanprash
• Dabur Glucose D
❖ Digestives
• Hajmola Yumstick
• Ananrdana
• Hajmola Normal
• Hajmola Candy Fun2
• Hajmola Candy
• Pudin Hara (Liquid and Pearls)
• Hajmola Mast Masala
• Pudin Hara G
• Dabur Hingoli
❖ Natural Cures
• Shilajit Gold
• Nature Care
• Sat Isabgol
• Shilajit
• Ring Ring
• Itch Care
• Backaid
• Shankha Pushpi
• Dabur Balm
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Personal Care:
❖ Hair Care Oil
• Amla Hair Oil
• Amla Lite Hair Oil
• Vatika Hair Oil
• Anmol Sarson Amla
❖
❖ Hair Care Shampoo
• Anmol Silky Black Shampoo
• Vatika Henna Conditioning Shampoo
• Vatika Anti Dandruff Shampoo
• Anmol Natural Shine Shampoo
Oral Care:
• Dabur Red Gel
• Dabur Red Toothpaste
• Babool Toothpaste
• Dabur Lal Dant Manjan
• Dabur Binaca Toothbrush
Skin Care
• Gulabari
• Vatika Fairness Face Pack
• Fem
• Oxy Bleach
Ayurvedic Specialities
• Ayurveda
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DABUR INDIA BUSINESS – CATEGORY WISE
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SWOT ANALYSES OF DABUR INDIA
STRENGTH
The Strengths of Dabur India Ltd are as follows:
• Dabur India is a very old company having rich experience and trust in the minds of
consumers.
• All the Brands are well established
• Standard work is set by offering superior quality machinery, staff, and office
equipment’s.
• Market leader having the highest market share of about 70-80%.
• Product range of Ayurvedic and herbal products.
• Constant product development through innovation.
• High and strong distribution channels to reach every part of the country.
• R & D is a key strength
• Extensive Supply chain Capabilities
WEAKNESS
The main weaknesses of Dabur India Ltd are:
• The prices of the products are higher or same as its competitors thus having higher
costs than competitors are a major weakness.
• Some major products have seasonal demands
• Dabur is being associated with Ayurvedic products and thus the non Ayurvedic
products such as Real Juice, Odopic, Odonil do not have a great image among the
consumers
OPPORTUNITIES
The opportunities that Dabur India is currently facing are as follows:
• Untapped Market
• Market Development
• “Made in India “initiative by Indian Government
• Innovation and R &D
• Increase in the income level of middle-class people
• People focusing on Ayurvedic Products
THREATS
The threats of Dabur India are -
• High Competition from well established brands in the FMCG sector.
• Substitute products pose a high threat.
• Other fields like Homeopathic and Allopathic
• New Entrants in the market.
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PESTEL ANALYSIS
POLITICAL FACTORS:
• Government intervenes: Government supports the FMCG Industry to expand and
export its products so that they can grow
• Trading policies: The trading policies are favourable to expand and grow
ECONOMIC FACTORS:
• Consumer focus: The main factor is that the organisation analyses the consumer
needs
• Living standard: The living standard has increased and thus leading to introduction
of high-quality products
• National income: The per capita income has increased and thus the amount spent
is also more.
• Inflation rate: If the rate of inflation is higher then the cost of the products will also be
high whereas if the inflation is lower the cost of the products will also be less and it
has direct impact on the growth of the company.
SOCIAL FACTORS:
• Demographics: The demographic factors help the organization to divide the market
into various segments and decide on the target group of the customers.
• Distribution of income: The income group decides the purchasing pattern of the
consumers and the company gets an overview of the purchasing power of the buyers
which ultimately leads to consumption of products.
• Consumerism: This indicates large number of choices available to the consumer. It
is very easy for the consumer to choose from the wide variety of options according to
their needs
• Education levels: It is another important factor which influence buying power.
Consumers should know about the features of the goods which he/she is purchasing.
TECHNOLOGICAL FACTORS:
• Discoveries & innovation: Continuous innovations of products and services
provides consumers with innovative products.
• Advancement in technology: The technology advancement ensures the growth of
the business with a focus on the core brands in the product range across various
categories as well as reaching to every part of the country whether
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• Automation: Change in technology will leads to automation, all the works are done
automatically by the machines as earlier it is labour oriented.
• Research & development: This department has to do research about the demand of
the markets & how to make advancements so the organization can survive in the
competitive world.
ENVIRONMENTAL FACTORS:
• Environment regulations: The brand should keep in mind about the needs of the
customer in the personal grooming segment and target customers with safe as well
as natural solutions with the help of taking knowledge of Ayurveda which is very well
implemented in the brand along with modern science.
• Environmental protection: The company should be responsible to protect
Ecological system & use Eco-friendly products.
LEGAL FACTORS:
• Employment law: Equal opportunities to every citizen and child labour is a
punishable offence
• Consumer protection: To protect consumer rights and in case the consumer is
cheated he can file a complaint.
• Law affect social behaviour: Different laws are made by the government to
safeguard the rights of consumers.
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PORTERS FIVE FORCES MODEL
Competitive Rivalry (HIGH)
• High discounts offered to private brands by retailers to increase sales
• The industry is highly fragmented due to entrance of more MNCs
• Advertisement and promotional activities
• Distribution is very competitive
• New product and diverse products
• Very low exit barriers
Threat of New Entrants (MEDIUM)
• There is a very huge investment for setting up distribution network and promoting it
• There is lot of investment to create goodwill and for advertisements
Buyer’s power (HIGH)
• Switching cost is low thus customers can shift easily
• Marketing strategies influence the customers
• Same or similar alternatives easily available
Supplier’s power (LOW)
• Large FMCG company can shift suppliers if they are not happy with the price. The
companies dictate the prices through local sourcing from a group of key commodity
supplier.
Threat of substitutes (HIGH)
• Multiple brands present in same industry
• There is hardly any product differentiation between the brands
• Continuous Price war between the brands
COMPETITIVE
RIVALRY
HIGH
THREAT OF
SUBSTITUTE
HIGH
BARGAINING
POWER OF
BUYERS
HIGH
THREAT OF
NEW ENTRANTS
MEDIUM
BARGAINING
POWER OF
SUPPLIERS
LOW
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OBJECTIVES OF THE STUDY
➢ FOR PHASE I:
• To study the Satisfaction level of Dabur Product Users (Toothpaste and Fruit juice).
• To analysis the factors influencing of usage of Dabur Products (Toothpaste and Fruit
juice).
• Analysis of main demographic factors (age and income) of Dabur product users
➢ PHASE II:
• Coverage analysis of Retails in Uttarpara, Hindmotor Konnagar regions
• Analysis of the major problems faced by retailers with Dabur Products
• NPD (New Product Drive) in the retail outlet
• Updating of Phone numbers of Retailers on Dabur Database
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ROLES AND RESPONSIBILITIES
➢ For Phase I:
• Do a detailed study of Dabur Brands and analysis
• Study Consumer Satisfaction of Dabur Products (Red Toothpaste and Real Fruit
Juice)
• Study the factors which involves consumer purchase behaviour of Dabur
Products (Red Toothpaste and Real Fruit Juice)
• Do Cross tabulation analysis of Demographics and Purchase Behaviour
➢ For Phase II:
• Retail Coverage analysis in Uttarpara, Hindmotor and Konnagar region of
Hooghly district of West Bengal
• Visit Retailers with Sales Executive and understand the problem they are
facing
• Updating the contacts of the visited retailers
• Branding and Pitching of New Products of Dabur
• Monitoring regular billing of New Lokenath Distributor through Dristi
Application
• Monitoring the uncovered and unbilled retails and generating business
through them
• Recording complaints by the retailers
• Finding out new retails which were not associated with dabur in the region
and generating business through them
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METHODOLOGY
➢ PRIMARY DATA:
FOR PHASE I:
• Structured questionnaires were prepared for the consumer satisfaction to Dabur
Product were sent to Dabur Users. The consumers were selected keeping in
mind various positions of the FMCG sector
• The responses were taken by filling up of the questionnaire. At times it so
happened that the consumers did not understand the questions, so I had to make
them understand the questions and then fill them. Few other questions were also
involved to know if there were any malpractices present in dealing with any other
brands or not. If the consumers were not present telephonic interviews were also
conducted to get the right responses.
FOR PHASE II:
• Face to Face responses of the retailers on the problems
• Computer facility has been used for typing and other requirements of the study.
➢ SECONDARY DATA:
FOR PHASE I & II:
• The information gathered from Internet, books, journals, etc. I referred books and
case studies of FMCG products to get an insight on the products being sold and
to understand the buying behaviour of the consumers. These books helped me a
lot in collecting information about employee engagement in an organization.
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RESEARCH PLAN
1
Research design
Descriptive
2
Sources of data
Primary & secondary
3
Research instrument and tool used
Questionnaire, SPSS, and Excel
4
Sample location
• Phase I: Questionnaire floated on
Social Media Platforms, Family,
Relatives and Friends
• Phase II: Retailers of Uttarpara,
Hindmotor and Konnagar Region of
Hooghly District, West Bengal
5
Sampling plan
Non- Random Sampling
6
Sample size
• Phase I: 96 respondents through
Questionnaire filling
• Phase II: 313 Retail Outlet surveyed
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DATA ANALYSIS AND INTERPRETATION
FOR PHASE I
Demographic Survey
GENDER
INTERPRETATIONS
• Out of 96 respondents, 64.6 % were males and the rest 35.4% were females
AGE
INTERPRETATIONS
• 61.5% of the respondents falls in the age range of 18-25
• 29.2% respondents are in the age range of 26-33
• 9.3% respondents are above age 33 and below 18 years of age
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ANNUAL FAMILY INCOME
INTERPRETATIONS
• 45.8% respondents have an annual family income between 400000-800000
• 27.1% respondents have annual family income above 800000
• 27.1% respondents have annual family income below 400000
PRODUCT: DABUR RED TOOTHPASTE
BRAND AWARENESS
INTERPRETATIONS
• 94.8% respondents know about Dabur Red toothpaste
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LAST USAGE
INTERPRETATION:
• 66.7% respondents said that they used Dabur Red Toothpaste in less than last 6
months
• 16.7% respondents said they have used Dabur Red Toothpaste more than 3 years
ago
• 9.4% respondents said that they have used Dabur red Toothpaste between 1 to 3
years ago
• 7.2 % said that they have used Dabur red Toothpaste between 6 months to 1 year
ago
FUTURE PURCHASE
INTERPRETATION
39.6 % of respondents said they will purchase Dabur Red Toothpaste in future
39.6 % of respondents are unsure, they might buy Dabur Red Toothpaste in future
20.8% of respondents said they will not buy Dabur red Toothpaste in future
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Factor Analysis
Kaiser-Meyer-Olkin (KMO)
It is a measure of sampling adequacy that are to be used for Factor Analysis.
The KMO value is .745 which states that the correlations between pairs of variables can be
explained by other variables and that factor analysis will be appropriate.
Communalities
A communality is the extent to which an item correlates with all other items
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Total Variance Explained
• There were 14 variables of which 1 was the dependent variable. So, out of the 13
factors or variables not all 13 are retained only the first 4 factors or variables are
retained.
• Eigenvalues are the variance of factors. The total column contains the eigenvalues.
The first factor accounts for the most variance thus having the highest eigenvalue
and the next factor accounts for the left-over variance and so on.
• The % of variance column gives the percentage of total variance accounted for by
each component.
• Here the cumulative % for the fourth component is 61.887 that means that first 4
factors account for 61.887% of the total variance.
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Rotated Component Matrix
The rotated component matrix represents the estimates of the correlations between each of
the variable and the estimated components.
Descriptive
• N – This is the number of valid observations for the variable. There are total 96
observations
• Minimum – This is the minimum, or smallest, value of the variable.
• Maximum – This is the maximum, or largest, value of the variable
• Mean – This is the arithmetic mean across the observations
• Std. Deviation–It measures the spread of a set of observations. The larger the
standard deviation is, the more spread out the observations are.
Component 1 –
BRANDIMAGE_ADVERTISING
Component 2 –
FEATURES_BENEFITS
Component 3 -
AYURVEDICINGREDIENTS
Component 4 –
SUGGESTIONS_ADVICES
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Cross-Tabulation
Gender and Satisfaction
• P value less than
0.05.
• Null hypothesis is
rejected
• Factors are
dependent on
each other
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Age Code and Usage
• P value more than
0.05.
• So null hypothesis is
accepted
• There is no
association
between the factors
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Important Factors during Purchase
During Purchase the attributes such as:
• Price
• Whitening Teeth
• Ayurvedic Toothpaste
• Packaging
• Ingredients
• Provides total care
• Freshen Breathe are considered very important factors by the respondents
Attribute
Important (%)
Not Important (%)
Price of the toothpaste
64.58
35.42
It is a regular type of toothpaste
with no extra features such as
whitening
41.67
58.33
It is a Ayurvedic toothpaste
66.67
33.33
The packaging i.e. types of tube
53.13
46.88
It is made for sensitive teeth
77.08
22.92
It freshens breath
85.42
14.58
It whitens teeth
73.96
26.04
It provides total care for my teeth
i.e. plaque control, tartar control
88.54
11.46
Ingredients are Natural and
chemical free
80.21
19.79
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PRODUCT: REAL FRUIT JUICE
BRAND AWARNESS
INTERPRETATIONS
• 92.7% respondents knows about Real Fruit Juice
FREQUENCY
INTERPRETATIONS
• 51 % of the respondents drink Real fruit juice less often than once a week
• 28.1% of the respondents drink Real Fruit Juice 1-2 times a week
• 11.5% of the respondents drink Real Juice 3-4 times a week
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PACKAGING
INTERPRETATIONS
• 51% of the respondents use the 200-250 ml tetra pack
• 49% of the respondents use 1 Litre tetra pack
SOURCE OF INFORMATION
INTERPRETATIONS
• 66.7% knows about the product through Television Ads
• 43.8 % knows about the product through Store displays
• 31.3% knows about the product through Word of Mouth
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FUTURE PURCHASE
INTERPRETATIONS
• 72.9 % of respondents said that they will purchase Real Juice in future
• 19.8 % of respondents said that they might purchase Real Juice in future
• 7.3 % of respondents said that they will not purchase Real Juice in future
BRAND LOYALTY WITH RESPECT TO PRICE
INTERPRETATIONS
• 41.7 % respondents said they might buy Real Juice even if the price increases
• 36.5% respondents said that they would purchase Real Juice even if the price
increases
• 21.9% respondents said that they won’t buy Real Juice if the price increases
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Factor Analysis
Kaiser-Meyer-Olkin (KMO)
It is a measure of sampling adequacy that are to be used for Factor Analysis.
The KMO value is .734 which states that the correlations between pairs of variables can be
explained by other variables and that factor analysis will be appropriate.
Communalities
A communality is the extent to which an item correlates with all other items
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Total Variance Explained
• There were 12 variables of which 1 was the dependent variable. So, out of the 11
factors or variables not all 13 are retained only the first 3 factors or variables are
retained.
• Eigenvalues are the variance of factors. The total column contains the eigenvalues.
The first factor accounts for the most variance thus having the highest eigenvalue
and the next factor accounts for the left-over variance and so on.
• The % of variance column gives the percentage of total variance accounted for by
each component.
• Here the cumulative % for the fourth component is 58.082% that means that first 3
factors account for 58.082% of the total variance.
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Rotated Component Matrix
The rotated component matrix represents the estimates of the correlations between each of
the variable and the estimated components.
Descriptive
• N – This is the number of valid observations for the variable. There are total 96
observations
• Minimum – This is the minimum, or smallest, value of the variable.
• Maximum – This is the maximum, or largest, value of the variable
• Mean – This is the arithmetic mean across the observations
• Std. Deviation–It measures the spread of a set of observations. The larger the
standard deviation is, the more spread out the observations are.
Component 1 – INFO
Component 2 – CLEANINESS
AND PACKAGE
Component 3 - TASTE_INFO
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Cross-Tabulation
Gender and Satisfaction
• P value more than
0.05.
• So null hypothesis is
accepted
• There is no
association between
the factors
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Age and Satisfaction
• P value less
than 0.05.
• Null hypothesis
is rejected
• Factors are
dependent on
each other
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Important Factors during purchase
Not at all Important
Less Important
Somewhat
Important
Very important
Flavour
1.04
4.17
22.92
71.88
Taste
0.00
1.04
17.71
81.25
Colour
6.25
28.13
40.63
25.00
Packaging
3.13
6.25
30.21
60.42
Cleanliness of packet
or state of damage
1.04
3.13
13.54
82.29
Manufacturing &
expiry date
0.00
0.00
8.33
91.67
Veg – Nonveg
information
9.38
14.58
21.88
54.17
Store display
7.29
25.00
39.58
28.13
Brand Ambassador
26.04
29.17
25.00
19.79
Pulp Content
8.33
14.58
35.42
41.67
Price
9.38
1.04
31.25
58.33
➢ During Purchase the factors such as:
• Flavours
• Taste
• Packaging
• Cleanliness of Packet
• Manufacturing and Expiry date
• Price are considered Very important factors by the respondents
➢ Brand Ambassador endorsing is less important factor during Purchase
➢ Store display is also somewhat important factor during Purchase
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FINDINGS AND CONCLUSION
➢ The demographics were:
• Almost 65 % of the respondents were between age 18-25 and 29 % were between
26-33
• 65 % of Respondents were Male
• 45 % of residents has family income between lakhs and 8 Lakhs
• 66 % of respondents has used Red Toothpaste within last 6 months
• 94 % respondents are aware of Dabur Red Toothpaste and 39.6 % respondents has
future purchase plans while 39.6 % respondents are still doubtful.
• 93% People have heard about Real Juice and 51 % people like the 250 ml and 49 %
like the 1-liter variant
• 72% people have intentions of future purchase of Real Fruit Juice
• 36 % will still buy Real if price increases and 41 % may buy with price increase
• Satisfaction depends on the attributes Flavours, Taste, Packaging, cleanliness of
Packet, Manufacturing and Expiry date,
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RECOMMENDATIONS
• Dabur can focus on the packing of the fruit juices and the 250 ml Tetra Packs
• Increase the advertising of Red Toothpaste and brand it more as an Ayurvedic
Toothpaste
• With Real Juice the focus should also be on Athletes and health conscious people
• A media campaign from Dabur side to focus on the benefits of Ayurveda from an
“swadeshi” brand
• Tie up with dental associations and dentists so that they can promote Red
Toothpaste
• Place the brand across gymnasiums, fitness clubs, kids’ sections, health stores etc
• Tie up with some renowned personality in the field of nutrition or health
42 | P a g e
LIMITATIONS
• The data was not great for running regression analysis as R2 value was very less
• More Tools could be used if data were proper
• The sampling was limited, and more responses could have fetched better results
• A large sample size could give more adequate results
43 | P a g e
DATA ANALYSIS AND INTERPRETATION
FOR PHASE II
MARKET SURVEY [RETAIL ANALYSIS]
➢ Division – HC and Foods/OTC and HPC
➢ Distributor- New Lokenath Enterprise
➢ Areas Covered- Uttarpara, Hindmotor and Konnagar
➢ No of Beats/Locations- 12
➢ No of retails surveyed- 313
➢ No of Shops newly Associated during SIP- 23
• Problem Delivery- 30
• Problem Damage- 36
• Problem Inventory- 67
• Problem Service- 36
➢ Maintaining regular billing records on ERP system named Dristhi. Regular order
collected to billing.
➢ New Products Drive
• Ashwagandha Capsules
• Immunity Kit
• Dabur Sanitize Antiseptic Lotion
• Dabur Sanitize Soap
• Dabur Suraksha Kit
• Dabur Sanitizer
44 | P a g e
ANALYSIS OF MARKET WHERE RETAIL
PROBLEMS ARE FACED
• The Average Problem of Delivery is around 9.08. Regions Kotrung 1, Kotrung 2, CS
Mukherjee Rd, KathalBagan, SakherBazar and AdarshNagar has % Delivery Problem
more than the average.
• The Average Problem of Damage is around 13.44. Regions Uttarpara I and 2, Kotrung
1, Kotrung 2, Hindmotor 1, SakherBazar and AdarshNagar has % Damage Problem
more than the average. Uttarpara 1 and Hindmotor 1 has significant problem of
damage
• The Average Problem of inventory is around 21.13. Regions Uttarpara 2, Kotrung 1,
Hindmotor 1, Hindmotor 2, KathalBagan and AdarshNagar has % Inventory Problem
more than the average. Regions Uttarpara 2, Kotrung 1, Hindmotor 1, Hindmotor 2 has
huge inventory issues
• The Average Problem of service is around 11.80. Regions Hindmotor2, Kotrung,
SakherBazar and AdarshNagar has % Service Problem more than the average .
45 | P a g e
TWO FACTOR ANNOVA
Anova: Two-
Factor Without
Replication
Null (Row)
Problem Reported on all the
location Same
Alternate (Row)
Problem Reported on all the
location Different
Null (Column)
All problems equally reported
Alternate
(Column)
All problems reported different
SUMMARY
Count
Sum
Average
Variance
Uttarapara 1
4
50.00
12.50
141.67
Uttarapara 2
4
59.09
14.77
266.87
Hindmotor 1
4
72.00
18.00
144.00
Hindmotor 2
4
58.62
14.66
153.59
Kotrung 1
4
69.23
17.31
340.24
Kotrung 2
4
55.56
13.89
51.44
Criper Rd
4
33.33
8.33
77.78
CS Mukherjee
4
40.00
10.00
50.00
KathalBagan
4
48.65
12.16
80.35
Nabagram
4
28.00
7.00
14.67
SakherBazar
4
74.19
18.55
23.41
AdarshNagar
4
76.67
19.17
25.00
Delivery
12
108.98
9.08
61.12
Damage
12
161.25
13.44
90.32
Inventory
12
253.54
21.13
141.75
Service
12
141.58
11.80
57.49
ANOVA
Source of
Variation
SS
df
MS
F
P-
value
F crit
Rows
711.48
11
64.68
0.678
0.748
2.093
Columns
961.03
3
320.34
3.360
0.030
2.892
Error
3146.00
33
95.33
Total
4818.51
47
• As row p-value is greater than 0.05 we cannot reject the row null hypothesis. Hence,
we conclude that problems are reported equally from all locations
• As column p-value is less than 0.05 we reject the column null hypothesis. Hence, we
conclude that there are different levels of problems.
46 | P a g e
FINDINGS AND CONCLUSION
• The Average Problem of Delivery is around 9.08. Regions Kotrung 1, Kotrung 2, CS
Mukherjee Rd, KathalBagan, SakherBazar and AdarshNagar has % Delivery
Problem more than the average.
• The Average Problem of Damage is around 13.44. Regions Uttarpara I and 2,
Kotrung 1, Kotrung 2, Hindmotor 1, SakherBazar and AdarshNagar has % Damage
Problem more than the average. Uttarpara 1 and Hindmotor 1 has significant
problem of damage
• The Average Problem of inventory is around 21.13. Regions Uttarpara 2, Kotrung 1,
Hindmotor 1, Hindmotor 2, KathalBagan and AdarshNagar has % Inventory Problem
more than the average. Regions Uttarpara 2, Kotrung 1, Hindmotor 1, Hindmotor 2
has huge inventory issues
• The Average Problem of service is around 11.80. Regions Hindmotor2, Kotrung 1,
sakherBazar and AdarshNagar has Service Problem more than the average.
• 350 Retails Updated with new Phone Numbers in Dabur Database.
• NPD (New Product Drive)
47 | P a g e
RECOMMENDATION
• Dabur damage policy should be clarified with the retailers as the local distributors do
not convey the policies correctly.
• The Sales Executives should be monitored as because there are complaints that the
executives do not visit the retails on a weekly basis
• There are inventory issues as the right products are not available. So, Dabur should
investigate it whether it is from the distributor side or the manufacturing side then
only a recommendation can be done.
• The New Products such as Ashwagandha Capsules, Dabur Surakhsha Kit, Immunity
Pack, Antiseptic Lotion, Sanitize Soap had been accepted very well due to the
ongoing pandemic
48 | P a g e
LIMITATIONS
• The Salesperson of the distributor has good relationship with the local retailers and
thus due to these the retailer’s responses were always not correct.
• I went to the market with the Salesperson and thus due to his influence some data
was not correctly given
• The local salesperson knows the retails in the market and thus I visited the retails
where he accompanied me.
