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A few of the Essay and Assignment tackled on Dabur India
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| | Project report on product launch of New patented herbal hair oil by Dabur India Limited | | | Every company wants to launch the “right” products in the market quickly and retain loyal customers for a long time. So why is this so difficult for most companies? Often, product launch failures are due to such fixable factors as: poor understanding of user needs; lack of competitive analysis; lack of understanding of regulatory or channel issues; lack of up-front planning; and poor cross-functional communication. This project focuses on launching a new product by the multinational organization, Dabur India Ltd. It considers some of the processes which are essential to the successful launch of a product, such as the marketing strategy for the product, the product’s positioning, launch strategy and post launch analysis.
Product launch normally involves steps for mass production, marketing strategies, necessary documentation, training of sales and support personnel, internal as well as external, channel setup, setting up of technical support and customer service facilities (DRM Associates, 2002). Mass production involves production unit setup, quality assurance process and deliverance as per planned specifications. Marketing strategies include many factors like attractive packaging, documentation of product literature, identifying target market, advertising, promotional campaigns, channel network setup etc. It also involves direct and online selling (DRM Associates, 2002).
Market launch involves the introduction of a new product into the market. Market launch alone does not involve production aspects. The company marketing the product may or may not manufacture the product itself. It could market the product manufactured by some other company. There are various factors that need to be considered before the market launch. They are benefits from the overall marketing strategy, level of penetration into the market, impact of advertisements in print and electronic media in terms of image building and economic terms, consumers satisfaction, the section of society that buys the product most, the variant of the product that is more successful, if any, optimum price etc. (GFK Austria, 2009).
In their article on methods and apparatus to improve market launch performance, Adrien Christopher, Stagaman Joseph & Wilke Joseph discusses the methods and apparatus to improve market launch performance (Adrien Christopher, Stagaman Joseph & Wilke Joseph 2007). According to the them, manufacturers or marketing agencies to whom the launch of a new product is entrusted, may employ techniques or sample surveys to determine as to whether the product itself or the manner in which the product is marketed yield maximum benefits. The marketing groups may also employ qualitative research methods that include setting up focus groups in order to determine consumer attitudes, reactions, expectations etc. Product marketers may also employ opinion polls on sample groups and the results obtained may be extrapolated to derive conclusions about the general population or demographic groups. This is done with the help of questionnaires presented to consumers for their opinions (Adrien Christopher, Stagaman Joseph & Wilke Joseph 2007).
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| | Report analysing a sample project plan prepared for Dabur India Limited by a consultancy firm for the launch of new patented hair oil manufactured by Dabur | | | Accurate costing and time planning are vital to the success of a project. Planning time considering practical constraints would provide a realistic picture of the project duration and project outcome. On the other hand, time planning without considering practicalities of execution of the project plan would result in extended timelines and the stress arising out of the perceived delay in completion of the project. The report analyses a sample project plan prepared for Dabur India Limited by a consultancy firm for the launch of new patented hair oil manufactured by Dabur. The report discusses various stages of project life cycle, time planning, time definition, network analysis and cost planning and cost definition. The report discusses the strengths and weaknesses of time planning presented in the sample project report and recommends to allow for contingency time schedule arising out of practical constraints such as unforeseen events that could disrupt normal public life. The sample project plan has a cost estimation plan that is aimed at senior management and the client. The report recommends to include break-up of costs of subtasks in the cost estimation. This would function as a guide to carrying out the tasks with allocated budget for each of the subtasks. The report also recommends the use of unit man-hour requirement while estimating human resource requirement and their costs in order to make the costing even more transparent for the stakeholders to see. The report finally recommends the project report be prepared not only for the stake holders such as senior management and the client but also for the use of team members that execute the project. | | |
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