dabur origina1l

8/14/2019 dabur origina1l

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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



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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



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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



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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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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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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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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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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 expected to improve business

and capital efficiency and will reduce working

capital requirements.

The project will reduce raw material and

finished goods inventories and optimize

network efficiency

Dabur has also outsourced its entire internal IT

function and project management to Accenture


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marketing

IOCs rural retail outlets, called Kisan

Seva Kendras, sell a host of products

including financial services, agricultural

implements, farm inputs such as seeds

and pesticides as well as vegetables and

stationery


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IOC & Dabur tie up cont..

The oil firms 1000-strong chain of retail outlets spread

across the country will stock a range of Daburs Ayurvedic

products, including over-the-counter medications and

cosmetics

IOCs Kisan Seva Kendras service fulfills nearly 50% of the

fuel needs in rural India

IOC has drawn up plans to strengthen its rural presence by

further by increasing the number of stores to 1,500 by the

end of the fiscal year and to 5,000 stores by 2012


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Reality shows It has conducted a series of events ranging from

beauty pageants to singing contests in states like

UP, Punjab, Bihar, Rajasthan and MP

Apart from holding rural beauty and talent show,

'Dabur Amla Banke Dikhao Rani Pratiyogita, Dabur

is also hosting a mega model hunt 'Dabur Gulabari

Miss Fresh Face, the winner of which could feature

in its future ad campaigns


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This year, it would cover over 1,000 villages

across these five states

The objective of this rural initiative is to develop

the preference of Dabur Amla by highlighting the

superiority of Amla nourishment and to establish

the association between Dabur Amla and beauty

b G l b i i h


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Dabur Gulabari Miss Fresh Face

The company's 'Dabur Gulabari Miss fresh face had its

grand finale on Aug.14 at Lucknow and the winner would

get a chance to be featured on the cover page of a

leading womens' magazine

Ch i l f b b d


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Chemical free baby products

The Dabur baby care range includes

Dabur Lal Tel,Dabur Janma Ghunti and Dabur Gripe Water

Dabur cunducted first-ever baby show in UP and Bihar. The idea

was to grow the awareness about healthy and chemical-free baby

care products and popularize Ayurveda in the cities of UP & Bihar

Open to babies of up to 15 months of age, the participants were

judged on various parameters like health, photogenic qualities etc.

Company received over 7,000 entries for the show and had

shortlisted 25 babies each from UP and Bihar for the two finals

being held in Patna and

Lucknow


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Astra

Dabur has recruited 75 sales and HR managers

across the country who would educate over

2,000 distribution channel partners of the firm

about the complexities of sales and distribution

through the audio-visual medium & road plays

It has created the Astra training consultancy

module in 5 vernacular languages, Bengali,

Tamil, Telgu, Malayalam and Kannada.


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Astra

Under Astra, Dabur has categorized its sales and distribution

channels into finer segments such as :

Key grocers,

Mass grocers,

Chemist,

Wholesale,

Small outlet and modern trade

Dabur is targeting sales growth of above 15 per cent after

implementing Astra


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SUNDESH

Sustainable Development Society (SUNDESH) is sworn to the

mission of ensuring overall socio-economic development of

the rural poor on a sustainable basis, through different

participatory and need-based initiatives SUNDESH operates in Ghaziabad and Gautam Budha Nagar

district of Uttar Pradesh, and has -- more recently established

presence in Rudrapur district of Uttrakhand

It aims to reach out to the weaker and more vulnerable sections --

such as women and children, illiterate and unemployed of the

society

Over the years, it has contributed to many worthy causes,

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