2dabur presentation final and final

8/2/2019 2dabur Presentation FINAL and FINAL

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RURAL MARKETING


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ASLESHA SALVI 04

SHREYADA CHITNIS 10

NIKHIL KHAVNEKAR 21

RAJ SAWANT 41

ISHA SHANBHAG 46

GROUP MEMBERS:


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"The future lies with those companies who see

the poor as theircustomers."

-C.K. Prahalad


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WHAT IS RURAL MARKETING ???


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THE SHIFT

SATURATION OF THE URBAN MARKET

INCREASE IN THE DISPOSABLE INCOME

INFRASTRUCTURE IS IMPROVING RAPIDLY

LOW PENETRATION LEVEL IN RURAL AREAS

UNTAPPED POTENTIAL

SIZE OF THE MARKET


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WHAT MAKES RURAL MARKETS

ATTRACTIVE ???

FMCG 65000 cr

DURABLES 5000 cr

AGRI-INPUTS 45000 cr

2/4 WHEELERS 8000 cr

LARGE AVAILABLE INFRASTRUCTURE

Post Offices - 1,38,000

Haats - 42,000 Melas - 25,000

Mandis - 7,000

Dist Shops - 3,80,000


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CHARACTERICSTICS

Pattern of purchase and consumption

Influence of perception and attitude

Degree of brand loyalty

Reference groups


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COMPETITION

URBAN BRANDED PRODUCTS

REGIONAL BRANDED PRODUCTS

UNBRANDED URBAN PRODUCTS

UNBRANDED VILLAGE PRODUCTS


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ABOUT THE COMPANY

One of the largest FMCG company

Consolidate turnover of about 2234 cr

Differentiated products

Strong herbal and natural product profile More than 120years of experience

Wide distribution network

Covering 1.9 million retail outlets

High penetration in urban and rural areas

Brand strength

Various strong brands in diverse categories


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OVERVIEW OF DABUR

Dabur India ltd is the forth largest FMCG company in India

Leading brands of dabur india ltd are vatika , anmol sarsano

amla , hajmola,dabur amla chyawanprash and lal dant manjaneach brand having Rs.100 crore turnover

Vatika hair oil and shampoo is the high growth brand of the

company

Dabur honey is the market leader with over 40% market share

in branded honey market


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RANGE OF PRODUCTS FROM DABUR

Health careDabur lal tail

Dabur baby olive oil

Dabur janma ghunti

FoodsReal Activ

Real twistCoolers

Hommade

Lemoneez

Honey


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ORAL CARE

Dabur Red Gel

Babool toothpaste

Meswak

promise

DIGESTIVESHajmola

Pudin hara

Dabur hingoli


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HEALTH SUPPLEMENTSDabur chyawanprash

Dabur chyawan shakti

Dabur glucose D

NATURAL CURES

Shilajit goldShankha pushpi

Dabur balm


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HAIR CARE OIL

Amla hair oil

Amla lite hair Oil

Vatika hair oil

Anmol sarson

HAIR CARE SHAMPOOVatika Heena Conditioning Shampoo

Vatika Anti- Dandruff Shampoo

Anmol Natural Shine Shampoo


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HOUSE HOLD CARE

Odonil

Odopic

OdomosSanifresh

SKIN CAREGulabari

Vatika fairness face pack


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COMPETITORS OF DABUR

Nihar

Shanti amla

Parachute

Navratna

bajaj brahmi amla

Keo karpin

Banphool

Himraj


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BEATING THE COMPETITION

Announced beauty contests all across the country

Has a vast distribution network in rural areas so as

to reach the mass easily

Launched a sachet of Re. 1of Dabur Amla hair oil

Endorsed its brand through RANI MUKHERJI


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PROMOTIONAL STRATEGY

For attracting more customers Dabur uses followingpromotional tools in rural market:

Tv commercial

radio

newspaper

pop display

wall painting

contest in mela

video van

sales promotions


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Dabur uses Astra to boost rural sales

Launched "Banke Dikhao Rani Pratiyogita".

"Dabur Vatika Koyal Punjab Di.

Launched a college beauty contest 'Dabur Gulabari

Miss fresh face of UP.

Trying to launch products with a REGIONAL TWIST

like SIVAPPU PAL PODI.


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Heavily endorsed their hair oil product through

RANI MUKHERJI

Introduced Dabur Honitus lozenges in a pouch pack

of 10 tablets for Rs 10

Changes in packaging.

Plan to do a lot of outdoor activities that will

include stockists, doctors and the consumer himself Expanding the business.


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As part of a recent initiative titled Astra, advancedsales training for retail ascendance, FMCG major has

recruited 75 sales and HR managers across the country

who would educate over 2,000 distribution channel

partners.

ABOUT ASTRA


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DISTRIBUTION CHAIN

DISTRIBUTORS

DEALERS

WHOLESELLERS

AGENTS

RETAILERS


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SWOT ANALYSIS

Strong presence in

well definedniches( like valueadded Hair OilandAyurveda specialities)

Core knowledge ofAyurveda ascompetitive advantage

SeasonalDemand( like

chyawanprash inwinter andVatika notin winter)

LowPenetration(Chyaw

anprash)

High price(Vatika)

STRENGTHS WEAKNESS


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Untapped Market

(Chyawanprash) Market Development

Export opportunities

Innovations

Existing Competition( like

Himani, baidyanath andZandu for DaburChyawanprash andMarico, Keo Karpin, HLLandBajaj for Vatika Hair Oil)

New Entrants

OPPORTUNITIES THREATS


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PROBLEMS in RURAL MARKETING

Widely scattered villages

Low level of literacy

Heterogeneity

Language diversity

Unstable & seasonal demand

Inadequate bank & credit facilities

Lack of infrastructure

Evolving rural consumers


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2dabur presentation final and final

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