ON

ANALYSIS OF MARKETING MIX FOR LEADING BRANDS OF HAIR OILS

(PARACHUTE, NIHAR, HAIR & CARE, DABUR VATIKA) IN DELHI

Submitted by:

ACKNOWLEDGEMENT1

This thesis work, which is my first step in the field of professionalism, has been successfully

accomplished only because of timely support of my well-wishers. I would like to pay my

sincere regards and thanks to those, who directed me at every step in my project work.

I extend my sincere thanks to IITM, NEW DELHI for providing me with a wonderful

opportunity to associate myself with this important project.

A major role in this project was played by my project guide, Prof. , Lecturer in management

at IITM, NEW DELHI. His invaluable guidance, enthusiastic encouragement and technical

knowledge were the force that drove my project to its destination of an ideal project.

During the thesis, I got an opportunity to interact with a lot of experience professionals in the

field of marketing and business to whom I am grateful for their suggestions.

Also, I would like to thank all my friends for their support at different steps in the project.

I hope my modest efforts will be useful for my college.

TABLE OF CONTENT

2

1. Company profile

2. Introduction

3. Rationale of the topic chosen

4. Literature review

5. Objectives

6. Importantance of Marketing Research

7. Research Methodology

8. Findings

9. Recommendation

10. Conclusion

11. Bibliography

12. Appendix :

o Questionnaire

o Graphs

COMPANY PROFILE

3

Dabur India Limited has marked its presence with some very

significant achievements and today commands a market leadership status. The story of

success is based on dedication to nature, corporate and process hygiene, dynamic leadership

and commitment to our partners and stakeholders.

Leading consumer goods company in India with a turnover of Rs.2233.72 Crore

(FY07)

2 major strategic business units (SBU) – Consumer Care Division (CCD) and

Consumer Health Division (CHD)

3 Subsidiary Group companies – Dabur Foods, Dabur Nepal and Dabur

International and 3 step down subsidiaries of Dabur International – Asian

Consumer Care in Bangladesh, African Consumer Care in Nigeria and Dabur

Egypt.

13 ultra-modern manufacturing units spread around the globe

Products marketed in over 50 countries

Wide and deep market penetration with 47 C&F agents, more than 5000 distributors

and over 1.5 million retail outlets all over India.

Dabur World Wide

4

Dabur’s mission of opularizing a natural lifestyle transcends national

boundaries. 

Company History

5

1884 Birth of Dabur

1896 Setting up a manufacturing plant

Early 1900s Ayurvedic medicines

1919 Establishment of research laboratories

1920 Expands further

1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.

1972 Shift to Delhi

1979 Sahibabad factory / Dabur Research

Foundation

1986 Public Limited Company

1992 Joint venture with Agrolimen of Spain

1993 Cancer treatment

1994 Public issues

1995 Joint Ventures

1996 3 separate divisions

1997 Foods Division / Project STARS

1998 Professionals to manage the Company

2000 Turnover of Rs.1,000 crores

2003 Dabur demerges Pharma Business

2005 Dabur aquires Balsara

2005 Dabur announces Bonus after 12 years

2006 Dabur crosses $2 Bin market Cap, adopts US

GAAP

2006 Approves FCCB/GDR/ADR up to $200 million

2007 Celebrating 10 years of Real

2008 Foray into organised retail

2009 Dabur Foods Merged With Dabur India

Dabur’s Products

HAIR CARE

AMLA HAIR OIL

6

AMLA LITE HAIR OIL

VATIKA HAIR OIL

ANTI-DANDRUFF SHAMPOO

SKIN CARE

GULABARI

VATIKA FAIRNESS FACE PACK

VATIKA SAFFRON GLOW SOAP WITH SANDAL

HEALTH CARE PRODUCT RANGE

HEALTH SUPPLEMENTS

DABUR CHYAWANPRASH

DABUR CHYAWANSHAKTI

GLUSOSE D

DIGESTIVES

HAJMOLA YUMSTICK

HAJMOLA MAST MASALA

ANARDANA

HAJMOLA

HAJMOLA CANDY

NATURAL CURES

SHILAJIT GOLD

NATURE CARE

DABUR BALM

SAT ISABGOL

INTRODUCTION

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Market research is the function that links the consumer, and Stake holder to the marketer

through information-information used to identify and define marketing opportunities and

problems; generate refine, and evaluate marketing actions; monitor marketing performance;

and improve understanding of marketing as a process. 

Speaking in layman’s language marketing research is the systematic and objective

identification, collection , analysis, dissemination and use of data for the purpose of assisting

management in decision making related to the identification and solution of problems(and

opportunities) in marketing.

This project report is based on the survey conducted by me to track the behavior and priority

of hair oils buyers and retailer opinion in Delhi. The sample size for this market research was

50 for consumers and 50 for retailer taken randomly, including various age group, income

and profession and Target population was working people, business man and professionals

across Delhi.

The attitude of consumer or buyer decides how demand will emerge for a new product and

service and how existing goods and services will be sold. The attitude in turn depends upon

many economic, social, cultural, climatic factors. The decisions are also influenced by

education, stage of economic development, lifestyle, information, size of family and hoist of

other factors.

To Understand and analyze the marketing mix for leading brands of hair oils, I conduct

marketing research with the help of the primary data collection from DSA’s of different

brands of hair oil’s company.

During the study I met with different retailers, whole sellers from different parts of the Delhi

region. I also met with the consumers and got questionnaire filled by them and collected data

for the marketing research to study the different marketing mix components and analyze it.

This report is not aiming at the overall marketing mix or the marketing strategy of hair oils

(parachute, Nihar, Hair & Care, Dabur Vatika), but attempt to analyze the marketing mix of

hair oils(parachute, Nihar, Hair & Care, Dabur Vatika).

ConsumerThe attitude of consumer or buyer decides how demand will emerge for a new

product and service and how existing goods and services will be sold. The attitude in turn

8

depends upon many economic, social, cultural, climatic factors. The decisions are also

influenced by education, stage of economic development, lifestyle, information, size of

family and hoist of other factors.

To understand consumers each brand has to start by asking several basic questions:

WHO?: Who is the consumer? What are consumer’s demographics? Where does she stay?

Which socio-economic class does she hail from? Who can influence her purchase behaviour?

WHY?: Why does she buy this product? This brand? What are her beliefs? What is her

attitude towards this brand and the key competitors? What needs does this brand fulfil?

WHEN?: When does she buy the brand? Daily? Monthly? When does she use the brand?

WHERE?: Where does she buy the brand? Where else may she want to buy the brand?

Where does she use the brand? At home? Outside?

LITERATURE REVIEW

OVERVIEW OF FMCG SECTOR IN INDIA

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The Indian FMCG sector is the fourth largest sector in the economy with a total market size

in excess of US$ 13.1 billion. It has a strong MNC presence and is characterised by a well-

established distribution network, intense competition between the organised and unorganised

segments and low operational cost. Availability of key raw materials, cheaper labour costs

and presence across the entire value chain gives India a competitive advantage.

The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015.

Penetration level as well as per capita consumption in most product categories like jams,

toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential.

Burgeoning Indian population, particularly the middle class and the rural segments, presents

an opportunity to makers of branded products to convert consumers to branded products.

Growth is also likely to come from consumer 'upgrading' in the matured product categories.

With 200 million people expected to shift to processed and packaged food by 2010, India

needs around US$ 28 billion of investment in the food-processing industry.

India is one of the largest emerging markets, with a population of over one billion. India is

one of the largest economies in the world in terms of purchasing power and has a strong

middle class base of 300 million. Around 70 per cent of the total households in India (188

million) reside in the rural areas. The total number of rural households is expected to rise

from 135 million in 2001-02 to 153 million in 2009-10. This presents the largest potential

market in the world. The annual size of the rural FMCG market was estimated at around US$

10.5 billion in 2001-02. With growing incomes at both the rural and the urban level, the

market potential is expected to expand further.

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The Indian FMCG sector is an important contributor to the country’s GDP. The FMCG sector

is the Fourth largest sector of Indian economy. The FMCG market is estimated to treble from

its current figure in the coming decade. Penetration levels as well as per capita consumption

in most product categories like jams, toothpaste, skin care, hair wash etc in India is low

indicating the untapped market potential. The growing Indian population, particularly the

middle class and the rural segments, presents an opportunity to makers of branded products to

convert consumers to branded products. The Indian rural market with its vast size and

demand base offers a huge opportunity for investment. Rural India has a large consuming

class with 41 per cent of India’s middle-class and 58 per cent of the total disposable income.

MARICO COMPANY OVERVIEW

Marico holds a leadership position in the Indian FMCG space. Marico's Products and

Services in Hair care, Skin Care and Healthy Foods reach out to more than 20 countries in the

Middle East, Asian sub-continent, Australia and USA. The company generated a turnover of

about Rs. 19.1 billion (about USD 455 Million) during 2007-08. Marico markets well-known

brands such as Parachute, Saffola, Kaya, Sundari and Fiancee to name few, most of which

enjoy leadership positions (No. 1 or No. 2), with significant market shares in respective

categories. Marico is present in the Skin Care Solutions segment through Kaya Skin Clinics

(84 clinics in India and The Middle East) and Weight Management segment through Kaya

Life (3 clinics in India).

Marico’s Products

A many products have released by the Marico in the market. These are……

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Parachute (hair oil), Hair & Care (hair oil), Hair & Care Silk n Shine (hair conditioner),

Nihar (hair oil), Shanti Badam Amla (hair oil), Parachute after Shower (hair gel), Saffola

(food oil) but Saffola are available at market in 3 categories Saffola Gold, saffola tasty

blend and New Saffola, Mediker (hair oil), Sweekar (refined sunflower oil), Revive

1.Parachute

Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure

coconut oil in the market, Parachute is positioned on the platform of Vital Nourishment

today. From a loosely available commodity to a path-breaking brand, Parachute pioneered the

switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to

service the rural sectors, increasing penetration.

MARKETING MIX OF PARACHUTE

Marketing mix of Parachute, we shall be discussing the 4Ps of marketing mix. The mix shall

be analyzed as followed:

Product

Parachute is premium edible grade coconut oil, a market leader in its category. Synonymous

with pure coconut oil in the market, Parachute is positioned on the platform of purity. In fact

over a time it has become the gold standard for purity. Parachute is also available in pouch

packs, to service the rural sectors, increasing penetration..

Packaging: parachute coconut hair oil are available at the market in blue color plastic bottle.

Available in

Bottles: 100 ml, 200 ml, 500 ml, 1000 ml (Jumbo Pack)

12

Flip Cans: 100 ml, 200 ml

Price

Size Print Price Reliance Fresh Price

100 ml 20 Rs 20 Rs

200 ml 39 Rs 37 Rs

500 ml 90 Rs 90 Rs

1000 ml 185 Rs Not Available

All Price are as on the Date: 26-06-2011

During my research not any Discount offers was available in the market.

Place

Marico have 9000 distributer for parachute who service the entire country through the wide

market network. Parachute is available across the country but in northern India especially in

Uttar Pradesh, Madhya Pradesh, Chattisgrah, Gujrat, Delhi, Panjab, Haryana, Bihar,

Jharkhand and in Rajasthan parachute is more popular in women.

In whole south India Parachute are available and also in whole north east states it is

available.

Parachute coconut hair oil are sold in 42 countries. Through more than 20 lakh Retail outlets.

Parachute distribution network extends beyond India in the following countries as well:

Distribution Network

Bangladesh

Nepal

Bhutan

Egypt

Middle East

South Africa

USA

Promotion

13

Marico mainly believes in advertising for the purpose of promoting its hair care products.

The ads of the company’s products can be seen on the T.V. Along with this it also uses the

print media as a promotional tool.

Sales Promotion devices like giving a small pack of Parachute Herbal Oil with every large

pack of Parachute Coconut Hair Oil can be a helpful tool in lifting of the sales of this new

brand. Apart from this the company can make use of other promotional tools like coupons,

cash rebates etc. which may boost up the brand in the market.

The above new marketing strategy will help the company to enhance the market share and

fight the competition in some of the other segments of the hair care oil market.

Medium for Advertisement: T.V, Print media, Radio.

Company use multi media for promoting parachute but mainly use T.V. for advertisement.

SWOT ANALYSIS OF PARACHUTE

Strengths:

Solid reputation locally.

Individualized instruction.

Good customer service.

Emphasis on planning.

Good management/staff relations.

Weaknesses:

Need to develop programs and procedures for marketing.

Inept and apathetic personnel need to be weeded out.

Too many adjuncts.

Opportunities:

14

North Indian market is rapidly growing.

Traditional trends – growth of area.

Greater demand for hair oil Products.

Threasts:

High competition.

Tax base is over-burdened.

Higher staffing costs.

2.NIHAR

Nihar is another coconut hair oil of Marico Company.

The main objective of Nihar coconut oil is to overtake the loose oil consumers in rural areas.

It also aims at being the market leader in rural market by overcoming other brands.

The uniqueness of Nihar Naturals is that it has incorporated time-tested ingredients while

enhancing performance of oils through scientific understanding. It also offers consumers the

advantage of choosing from a comprehensive range of Nihar Naturals to meet their every hair

need.

.

MARKETING MIX OF NIHAR

Marketing mix of Nihar, we shall be discussing the 4Ps of marketing mix. The mix shall be

analyzed as followed:

15

Product

Nihar Coconut Oil is a brand of pure coconut oil that has used the platform of purity to

become the market leader in the eastern region. Nihar coconut oil speaks to young mothers

whose lives revolve around their families. Aware and educated, they take great pride in

shouldering their family responsibilities, and want to buy only the best for their family.

And the best can only mean one thing – Nihar Coconut Oil.

Pakaging: Nihar, India’s only double filtered coconut oil has made a change in packaging

and logo, which is innovative, convenient and vibrant. The logo lettering is now in a fresh

green colour and sports a leaf over the brand name. Nihar has consistently been bringing

innovations to its consumers, it was the first to introduce the wide mouth jar and pouches

packaging.

Available in:

Bottles: 50 ml, 100 ml, 200 ml, 500ml

Flip Cans: 200ml, 500ml

Pouches: 50 ml, 100ml, and 200 ml

Price

Nihar Naturals is available in 100ml, 200ml and 500ml packs at an affordable price ranging

from Rs 17 for a 100ml to Rs 36 for a 200ml pack. There is a special trial pack, which has

been introduced at Rs 9 price point for a 50ml pack. Following Price are as on the Date: 06-

04-2009

Size Print Price Reliance Fresh Price

100 ml 17 Rs Not Available

200 ml 36 Rs Not Available

500 ml 86 Rs Not Available

Distribution Network in Other Country

Bangladesh

16

Nepal

Bhutan

Shri lanka

Promotion

Nihar attracts a large consumer preference in Bihar, Uttar Pradesh, Madhya Pradesh,

Rajasthan, Andhra Pradesh and Bengal. Promotional activities are region-specific and locally

flavoured to suit the brand’s requirement in its area of strength.

SWOT ANALYSIS OF NIHAR

Strengths:

Good reputation in customers

Great community support

Great consumer service

Reasonable Price

Weaknesses:

Marketing and Public Relations

Multiple locations (infrastructure/communication difficulties

Understaffed

Minimal risk taking

Opportunities:

Greater demand for Nihar Product

Growing need for hair problem concern

Huge potential exists for coordinating with local businesses to meet their needs.

Threats:

Budget cuts

Lack of appropriate consumer attention

Competition with major players in service area

3.HAIR & CARE

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The hair and care oil is huge, valued at Rs 6 bn. Due to the varied consumption habits of

consumers across the country, where coconut oil and edible oil are interchangeably used, the

size of the market is likely to be higher than estimated. More importantly, the market is

growing at an impressive 6-7% in volume terms despite the high penetration level. Usage of

hair and care oil is a typical Indian traditional habit. Hair and care oil is a very Indian

phenomenon. It is used as a conditioner and nourished. Usage of hair care oil is an everyday

habit with 50% of the population out of which some perceive that massaging the head with

hair oil has a cooling impact.

MARKETING MIX OF HAIR & CARE

Marketing mix of Hair & Care, we shall be discussing the 4Ps of marketing mix. The mix

shall be analyzed as followed:

Product

Hair & Care is upto 50% non sticky than any other hair oil & is enriched with “Herbal

Proteins”, which nourishes hair with their natural goodness. Herbal Proteins are extracted

from Neem & Tulsi, a process patented by Marico.

Price

Hare & Care are available in competitive price. And not any discount offer was available

during the time of my project.

Size Print Rate Reliance fresh Price

50 ml Rs 20 Rs 20

18

100 ml Rs 35 Rs 35

The distribution in foreign are:

Nepal

Bangladesh

Middle East

U.S.A

Indonesia

Promotion

For the promotion of Hare & Care hair oil in Gujrat, Marico organized two contests.

1st was the Hair & Care Gujarat style Icon contest and 2nd one was the launch of

winners Face on the product .For face on pack press contest chief guest was Ms Earth

Air-2006 Amruta Patki.

SWOT ANALYSIS OF HAIR & CARE

Strengths:

It is perceived to offer benefits of nourishment, hair strengthening, faster and better growth,

and reduce the problem of falling hair.

Weakness:

Internal and external customer service

Communication needs to improve with the resources and customers

Conservative management style

Lack of long-term fiscal planning

Opportunities:

Effectiveness on hair problems

Leverage with like organizations

Remediation for hair with insufficient nature

Continue growth in the hair problem

19

Threats:

Recession

High competition other Products(Clinic All Clear Hair Oil, Keo Karpin)

Increasing range of hair products

Increase in Price reduction trend

4.DABUR VATIKA

The vatika brand was launched in 1995 with Vatika Hair oils as its First product. In the

very first year of its launch it crossed Rs.100million in turnover. Over the year, vatika has

come to be amongst the company’s highest selling brands.

It was joined in 1997 by vatika Henna cream Conditioning shampoo and later, in 2000, by

Vatika Anti Dandruff shampoo. In 2003, brand sales crossed Rs. 1000 million.

MARKETING MIX OF DABUR VATIKA

Vatika Hair Oil has made a huge impact with its innovative product offering, price strategy,

easy availability and promotion campaigns. In the marketing mix of Dabur Vatika, we shall

be discussing the 4ps of marketing mix respect to Vatika Hair oil. The mix shall be analyzed

as followed:

Product

The Brand attempt to live up to the promises – beauty and nature – that are associated with its

very name. starting with these associations Vatika has assiduously built a

brand that delivers on all these values through its various product off erring, the mother brand

beaing vatika hair oil…

.

Packaging: the qualities of vatica product ascribed to the brand by hundreds of

Thousands of satisfied customer, have been further underlined by its attractive

Packaging.

Price

Size Print Price Reliance fresh price

20

75 ml Rs 23 Rs 23

150 ml Rs 45 Rs 40

300 ml Rs 85 Rs 80

All Price are as on the Date: 26-06-2011

Distributor Network

Central, North & south America

Australia

Asia

Middle east

North & South Africa

East & West Europe

Promotion

Vatika - the key focus brand of the company – has always been well supported. The

company realized early that, from the perspective of brand building. It was vital to invest in

this brand

SWOT Analysis of Dabur Vatika:

Strengths:

Higher enrolment

Number of customers in the area

Continuous increase in customer population

Excellent leadership at the top

Weaknesses:

Inability to remove marginal or poor staff

Some of the instructors are not current within field

Use of short-term grants for long-term opportunities

Opportunities:

Increase in hair problems

21

Lack of Good quality in market

Need of Good Quality

Threats:

Range of hair oil brands

Adjust with Customer demand

Recession in the market

RESEARCH OBJECTIVES

To know analyse the marketing mix for the different hair-oils.

To know the satisfaction level of respondents.

To know the buying behaviour pattern of hair oil’s buyers.

To know the affect of the promotional activities on the buyer.

To check the Brand loyalty of hair oil’s consumers.

To know the retailer opinion about hair oils consumer’s priority, and buying

behaviour.

To know the affect of the promotional activities on the buyer by retailer opinion.

SCOPE OF THE STUDY

Marketing Research has its importance not only to track the current scenario but also

to know the future trend of consumer s preference and behaviour.

After liberalization in India, competition among FMCG companies has increase. A lot

every company is trying various strategies for creating Differentiation, Leading to

developing Competitive Advantage & Dabur is one of them. Dabur Has used Multi

Branding Strategy very successfully for creating Competitive Advantage. This area

has good scope for studying.

It ascertains the position of a company in specified industry and point out how the

company’s affairs are being turned up.

It helps in development and introduction of product.

22

It helps to know the market share of a certain product

IMPORTANCE OF MARKETING RESEARCH

1- Marketing Research has its importance not only to track the current scenario but also to

know the future trend of consumer s preference and behaviour.

2-It ascertains the position of a company in specified industry and point out how the

company’s affairs are being turned up.

3- It helps in development and introduction of product.

4- It helps to know the market share of a certain product.

5-To know analyse the marketing mix for the different hair-oils.

23

RESEARCH METHODOLOGY

Sample size

I took a sample size of 50 people and 50 for retailer taken at random, across Delhi.

Target population

Working people, businessmen, students and professionals across Delhi.

Primary data

Primary data are data gathered and assembled specifically for the project at hand.

Here the primary data collection was done with the help of structured interview and

questionnaire.

Secondary data

Secondary data are data collected and assembled for some project other than the one

at hand.

Here the secondary data was collected through website of Dabur and other hair oils

company.

Data Collection

The main research instrument used for collecting the required data was a well-

structured questionnaire. A detailed questionnaire has been prepared to seek the

opinion of respondent. The respondents were asked to answer and information elicited

was noted.

24

LIMITATION

In the course of thesis I faced certain difficulties during the market survey which took time

and great effort to overcome and affected the market research. The certain difficulties which I

faced during my market survey are…

1- People are reluctant to spare time.

2- Sample size was small and confined in Delhi region because time constrained.

3- When I approached the retailers/whole sellers they gave their response in a hurry as they

wanted to leave me as soon as possible, Which may have resulted in inappropriate responses.

4- Some respondent were initially hesitant to cooperate because of the preconceived notion

that data will be misused.

However, In spite of these difficulties I have tried my best to bring out the facts of the market

scenario.

25

ANALYSIS AND INTERPRETATION OF DATA

Consumer Questionnaire Analysis

Q1- Which brand of hair oil are you aware of?

26

Q2- Which brand of Hair Oil do you Use?

27

Q3- Where would you rate your brand on a scale of 1 – 5 (5 being highest)

28

Q4- What are the primary reasons for which you use this particular brand?

29

Q5- How did you get to hear about this brand?

30

Q6- If your brand is not available you would..?

31

Q7- Which pack size do you prefer?

32

Q8- On what parameters do you choose this pack size?

33

Q9- How often do you buy?

34

Q10- Are you satisfied with your brand?

35

Retailer Questionnaire Analysis

Q1- Which Brands of Hair Oil do you stock?

36

Q2- Out of these which are the most preferred?

56%

12%

32%

Marico HllDabur

37

Q3- According to you what are the reasons for customer’s preferences?

38

Q4- What is the profile of your typical consumer?

39

Q5- What schemes are you offered by the companies?

40

Q6- What schemes does a consumer prefer most?

41

Q7- According to you, does in-store advertising have an affect on the consumer’s

preference?

42

Q8- Does a change in price affect their preferences?

43

RECOMMENDATIONS

Recommendations as based on the case are as per the four P’s of marketing, i.e. --

Product

Price

Place

Promotion

Product: As far as the product is concerned there is no necessity for changing the basic

features of the product. Parachute hair oil enjoys a great customer satisfaction and brand

loyalty.

Price: As far as price is concerned we can’t suggest anything better as it is already

competitive.

Place: Although distribution channel of Marico is among the best in corporate India, during

my retail analysis I found that many of the retailers were not storing the Jumbo pack of

parachute even jumbo pack was not available on the whole seller’s shop .

Promotion: As we are aware of the fact that for increasing the sales promotion is must.

During my research period I asked the customers are they aware about the jumbo pack of

parachute and most of them were not aware of the following pack.

44

CONCLUSION

In the end it is certain that Hair oil will have to really gain inroads in the rural markets in

order to achieve double digit growth targets in future. There is huge potential and definitely

there is lot of money in rural India but the smart thing would be to weigh in the roadblocks as

carefully as possible. The hair oil companies entering rural market must do so for strategic

reasons and not for tactical gains as rural consumer is still a closed book and it is only

through unwavering commitment that the companies can make a dent in the market.

Ultimately the winner would be the one with the required resources like time and money and

also with the much needed innovative ideas to tap the rural markets.

A mention of rural India may conjure up an image of abject poverty in the minds of many

people. This, however, does not hold true in the case of a few fast moving consumer goods

(FMCG) companies that have over the years been giving their rural operations a renewed

thrust. Why would these companies be tapping into the rural markets in the first place? First,

let's take a look at the distribution networks of leading FMCG companies in India - Hindustan

Lever Limited, Marico. These companies are market leaders in their core areas and much of

their success has to do with the intricate marketing networks they have developed over the

years. Hindustan Lever, as would be expected, has the largest reach in terms of the markets

serviced. Marico on the other hand, has adopted a concentrated approach by focusing on

fewer markets compared to the first two, has a much smaller reach. Hare and care and

parachute now derive 35% and 30% respectively of their turnover from rural markets.

45

BIBLIOGRAPHY

Web sites:

www.domain-b.com

www.marico.com

www.daburindia.com

Books:

Understanding The Consumers – David A. Statt

Marketing Research- S. L. Gupta

Marketing Management –Philip Kotler

Newspapers:

The Times of India

The Economic Times

Business Line

46

APPENDIX

Consumer Questionnaire

Dear Respondent,

Thanks for sparing few minutes to fill this questionnaire, which will help us to study the

consumer perception for the Hair Oil.

Any information provided by you will purely and strictly be used for Academic Purpose only.

Personal Information:-

Age: ___________________________________________

Gender: ________________________________________

Occupation/ Profession: ___________________________

Location: _______________________________________

1- Which brand of hair oil are you aware of?

Parachute

Nihar

Hair & Care

Dabur Vatika

2- Which brand of Hair Oil do you Use?

Parachute

Nihar

Hair & Care

Dabur Vatika

Others

47

3- Where would you rate your brand on a scale of 1 – 5 (5 being highest)

Strongly Disagree

Disagree

Neither

Agree

Strongly Agree

4- What are the primary reasons for which you use this particular brand?

Non Sticky

Brand Loyalty

Fragrance

Price

5- How did you get to hear about this brand?

TV

Internet

Word of Mouth

Print

6- If your brand is not available you would..?

Purchase another Brand

Wait for it to be available

Go for a substitute

Buy what is offered by the retailer

7- Which pack size do you prefer?

48

75 ml

150 ml

300 ml

8- On what parameters do you choose this pack size?

Availability

Price

Family Size

Storage

9- How often do you buy?

Once in 15 Days

Once a Month

Once in two Months

10- Are you satisfied with your brand?

Yes

No

Thanks for your kind co-operation

Retailer Questionnaire

Dear Respondent,

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Thanks for sparing few minutes to fill this questionnaire, which will help us to study the

consumer perception for the Hair Oil category that we have chosen to study.

Any information provided by you will purely and strictly be used for Academic Purpose only.

Personal Information:-

NAME OF STORE: __________________________________

HOW LONG ARE YOU IN THIS PROFESSION: _____________

ADDRESS:

___________________________________________________________________________

_____________________NEW DELHI.

1- Which brand of hair oil do you stock?

Marico

HLL

Dabur

2- Out of these which are the most preferred?

Marico

HLL

Dabur

3- According to you what are the reasons for customer’s preferences?

Brand Loyalty

Price

Availability

4- What is the profile of your typical consumer?

High Income

Middle Income

Low Income

5- What schemes are you offered by the companies?

Price Discounts

50

Buy One Get One Free

Others

6- What schemes does a consumer prefer most?

Price Discounts

Buy One Get One

Others

7- According to you, does in-store advertising have an affect on the consumer’s preference?

Yes

No

8- Does a change in price affect their preferences?

Yes

No

Thanks for your kind co-operation

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