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dabur origina1l

May 30, 2018

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    Rural Marketing

    Rural Marketing is a process which startswith a decision to produce a saleable farmcommodity and it involves all the aspectsof market structure or system, both

    functional and institutional, based oneconomic considerations and indulges inpre and post harvest operations,assembling, grading, storage,

    transportation & distribution

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    Today rural marketing is highly growingsector in India. It is full of opportunities. Ifyou seen most of the rural consumers go tothe nearby cities to buy the branded

    products and services. Today most of thecompanies run to the rural markets forestablishing their brands. Rural market nowwant more information on the product and

    services they buy, gone are those dayswhen marketers thought van campaigns,cinema commercials and a few wallpaintings would sufficient to entire rural

    market

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    ContToday the rural market is quite literate and

    know about the trends of rural market. Trends indicate that the rural markets arecoming up in a big way and growing twice

    as fast as the urban market

    Source: survey by NCAER

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    Demand for consumer durables inrural market

    Figure in 000 tonnes

    1995-96 2001-02 2005-06 2009-10

    Cars 276 788 1560 3466

    Motorcycles

    760 2599 4663 8369

    Refrigerators

    1850 3006 4335 6774

    Whitegoods

    3437 6024 8727 13149

    Source: survey by NCAER

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    Penetration of non-durablesNumber of households using consumables per 000households

    1995-96 2001-02 2005-06 2009-10

    Edible oil 912.7 998.3 999 999.6

    Shampoos 182.1 391.7 480.7 583.2

    Washingpowder

    607.4 693 745.6 809.6

    Source: survey by NCAER

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    Rural Demand Non-durables1995-96 2001-02 2009-10

    Consumer non-durables(% of all India)

    Edible oil 64.3 67.1 62.9

    Healthbeverages

    28.6 27.3 28.1

    Packagebiscuits 36 42.8 30.3

    Shampoos 27.2 31.9 33

    toilet soaps 49.8 52.5 54.7

    Washing cakes68.7 71.4 75.6

    Washingpowder

    50.4 50.8 54.9

    Source: survey by NCAER

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    Overview of Dabur

    Birth: 1884 as a smallpharmacy company in

    CalcuttaFounder: Dr. S.K.Burman

    Head Quarters:Ghaziabad, U.P.Vision: Dedicated to

    health and wellbeing

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    Overview of Dabur cont..

    Source: www.dabur.com

    One of the largest FMCG companyConsolidated turnover of Rs. 2234 cr

    Differentiated ProductStrong herbal and natural product profileMore than 125 years of experience

    Wide distribution networkCovering 1.9 million retail outletsHigh penetration in Urban and Rural areas

    Brand strengthVarious strong brands in diverse categoriesMother brand Dabur has a strong image in

    customers mind

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    Overview of Dabur cont..

    Dabur India Limited is the fourth largestFMCG Company in India with interests inHealth care, Personal care and Foodproducts. Building on a legacy ofquality and experience for over 125years. Strength of Dabur is its powerfulbrands image in customers mind like

    Dabur Amla, Dabur Chyawanprash,Vatika and Hajmola. It is most famousfor Dabur Chyawanprash, Dabur Amlaand Hajmola

    Source: NCAER

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    Overview of Dabur cont..

    Leading brands of Dabur India ltd. is Vatika,Anmol Sarsano Amla, Hajmola, Dabur Amla,Chyawanprash, and Lal Dant Manjan each brandhaving Rs.120 crore turnovers.

    Vatika Hair Oil & Shampoo is the high growthbrand of the company.

    Dabur Honey is the market leader with over 40%market share in branded honey market.

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    Overview of Dabur cont..

    Dabur Chyawanprash is the largest sellingAyurvedic medicine with over 65% market share

    Dabur also the leader in herbal digestivesmarket with 90% market share.

    In Digestive tablets category Hajmola is theleader with 75% market share

    Dabur Lal Tel having top position in babymassage oil market with 35% of market share.

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    ProductsDabur Foods

    Real

    Real ActivReal Twist

    CoolersHommadeLemoneez

    Capsico

    Honey

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    ProductsHealth care

    Baby Care

    Dabur Lal TailDabur Baby Olive Oil

    Dabur Janma Ghunti

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    ProductsHealth Supplements

    Dabur Chyawanprash

    Dabur ChyawanShaktiDabur Glucose D

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    ProductsDigestives

    Hajmola Yumstick

    Hajmola Mast MasalaAnardana

    HajmolaHajmola CandyHajmola Candy Fun2

    Pudin Hara

    Pudin Hara G

    Dabur Hingoli

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    ProductsHair Care Oil

    Amla Hair Oil

    Amla Lite Hair OilVatika Hair Oil

    Anmol Sarson Amla

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    ProductsHair Care Shampoo

    Anmol Silky Black Shampoo

    Vatika Henna Conditioning ShampoVatika Anti-Dandruff Shampoo

    Anmol Natural Shine Shampoo

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    ProductsOral Care

    Dabur Red Gel

    Dabur Red ToothpasteBabool Toothpaste

    Dabur Lal Dant ManjanDabur Binaca ToothbrushMiswak

    Promise

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    ProductsSkin Care

    Gulabari

    Vatika Fairness Face Pack

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    ProductsHousehold Care

    Odonil

    OdopicOdomos

    Sanifresh

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    % of Dabur product in themarket

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    Market share by category

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    Market share by category

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    Market share by category

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    Competitive profile -Juices

    Dabur Product in Rural Market

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    Dabur Product in Rural Market

    Dabur Lal Tel

    Dabur Janma GhuttiDabur Chyawanprash

    Dabur Glucose DHajmolaHajmola Candy

    Pudin HaraDabur HingoliAmla Hair Oil

    Vatika Hair Oil

    Dabur Red ToothpasteBabool Toothpaste

    Dabur Lal Dant ManjanPromiseOdomos

    Major Product in Rural market

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    Major Product in Rural market

    Dabur Amla Hair Oil ( it is Available in)3.5 ml8 ml50 ml100 ml

    200 ml300 ml500 ml

    ompe or o a ur m a n ura

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    ompe or o a ur m a n uramarket)

    Nihar AmlaShanti AmlaBajaj Brahmi AmlaParachute Coconut oil

    Keo KarpinHimani NavratnaBanphool

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    How Dabur beats the competition of Dabur Amla hair oil(in Rural Market)

    Dabur Announced beauty contests all across thecountryDabur heavily advertised its brand through

    mass advertising tools like: TV, Radio,Newspaper and POP displaysDabur had a vast distributions network in the

    rural area. So, they are easily able to reach the

    customer in the rural areaCompany launched Rs. 1 sachet of the Dabur

    Amla Hair OilDabur indorsed its brand through Rani Mukharji

    Promotion Strategy

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    Promotion Strategy

    For attracting more customers Dabur is

    using following Promotional tools in rural

    market:

    TV CommercialRadioNews Paper

    POP display

    Wall pantingContest in Melas or HaatsVideo vans

    Promotion Strategy

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    Promotion Strategy

    Dabur heavily advertised Dabur Amla Hair Oil.

    Dabur endorse Dabur Amla Hair Oil through

    Rani Mukherjee

    Dabur conducted various Beauty contests in

    which the rural people have the interest. Like

    1. Dabur Amla Sunder

    2. Dabur Amla Susheel

    3. Dabur Yogya Pratiyogita

    Regional branding strategy

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    Regional branding strategy

    Dabur is trying to capture market by launching

    products with a regional twist. It is selling

    Sivappu Pal Podi or local version of its popular

    brand Lal Dant Manjan in Tamil Nadu. In north

    region they give English name Dabur Red

    tooth Powder

    Distribution Strategy

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    Distribution Strategy

    Dealer

    Whole seller

    Agents

    Retailer

    Kirana store

    P ti l i iti ti i

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    Promotional initiatives inrural India

    Radio

    T.V. adds

    Newspapers/ magazines

    POP display

    Wall paintings and hoardings

    Contest in melas & haats

    Video vans

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    Rural marketing initiatives

    Project Garuda- to avoid shortages in rural area

    Tie up with IOC

    Reality showsBeauty pageant shows in rural areas

    Chemical free baby products

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    Project Garuda

    Project Garuda is

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