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Dabur Rural Project - Presentation Transcript

1. Rural Marketingo Rural Marketing is a process which starts with a decision to produce a saleable farm commodity and it

involves all the aspects of market structure or system, both functional and institutional, based on technicaland economic considerations and includes pre and post harvest operations, assembling, grading, storage,transportation and distribution.

2. Rural Market A Growing Worldo Today Rural Market is highly growing sector in India. It is full of opportunities. If you seen most of the rural

consumer go to the nearby citys to buy the branded products and services. Today most of the companiesrun to the Rural Markets for establishing their brands. Gone are those days when marketers thought vancampaigns, cinema commercials and a few wall paintings would sufficient to entire rural market, but now theywant more knowledge about the product. Today the customer of Rural area is quite literate and know abouttrends of the market. Trends indicate that the rural markets are coming up in a big way and growing twice asfast as the urban.

3. Demand in Consumer Durables in Rural Market (Figures in 000 tonnes)4. Demand of Consumer Expandable (Number of households owning goods per 000 households)5. Penetration of Expendables (Number of households using consumables per 000 households)6. Rural Demand Expandable (% of all India)7. Rural Marketing of Dabur India ltd.8. Overview of Daburo

One of the largest FMCG company Consolidated turnover of Rs. 2234 croreso Differentiated Product

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

o Wide distribution network Covering 1.9 million retail outlets High penetration in Urban and Rural areas

o Brand strength Various strong brands in diverse categories Mother brand Dabur has a strong image in customers mind

9. Overview of Dabur con..o Dabur India Limited is the fourth largest FMCG Company in India with interests in Health care, Personal care

and Food products. Building on a legacy of quality and experience for over 120 years. Strength of Dabur is itspowerful brands image in customers mind like Dabur Amla, Dabur Chyawanprash, Vatika and Hajmola. It is

most famous for Dabur Chyawanprash, Dabur Amla and Hajmola.10. Overview of Dabur con..o Leading brands of Dabur India ltd. is Vatika, Anmol Sarsano Amla, Hajmola, Dabur Amla, Chyawanprash,

and Lal Dant Manjan each brand having Rs.100 crore turnovers.o Vatika Hair Oil & Shampoo is the high growth brand of the company.o Dabur Honey is the market leader with over 40% market share in branded honey market.o Dabur Chyawanprash is the largest selling Ayurvedic medicine with over 65% market share.o Dabur also the leader in herbal digestives market with 90% market share.o In Digestive tablets category Hajmola is the leader with 75% market share.o Dabur Lal Tail having top position in baby massage oil market with 35% of market share.

11. Product Rangeo Health Careo Skin Careo Oral Careo Hair Careo Foods

12. Productso Dabur Foods

Real Real Activ Real Twist Coolers Hommade Lemoneez Capsico

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Honey13. Productso Health care

Baby Care Dabur Lal Tail Dabur Baby Olive Oil Dabur Janma Ghunti

14. Productso Health Supplements

Dabur Chyawanprash Dabur ChyawanShakti Dabur Glucose D

15. Productso Digestives

Hajmola Yumstick Hajmola Mast Masala Anardana Hajmola Hajmola Candy Hajmola Candy Fun2 Pudin Hara Pudin Hara G Dabur Hingoli

16. Productso Natural Cures

Shilajit Gold Nature Care Sat Isabgol Shilajit Ring Ring Itch Care Back-aid Shankha Pushpi Dabur Balm Sarbyna Strong

17.

Productso Hair Care Oil

Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla

18. Productso Hair Care Shampoo

Anmol Silky Black Shampoo Vatika Henna Conditioning Shampo Vatika Anti-Dandruff Shampoo Anmol Natural Shine Shampoo

19. Productso Oral Care

Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan Dabur Binaca Toothbrush Miswak Promise

20. Productso Skin Care

Gulabari Vatika Fairness Face Pack

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21. Productso Household Care

Odonil Odopic Odomos Sanifresh

22. % of Dabur Products in the market23.24. Competitors of Dabur in Rural Market (in hair oil segment) Meera herbal oil Navratna Himtaj Parachute Him Raj Bajaj

Brahmi Amla Banphool Shanti Amla Keo Karpin Nihar25. Dabur Product in Rural Market

Dabur Lal Tail Dabur Janma Ghutti Dabur Chyawanprash

o Dabur Glucose Do Hajmolao Hajmola Candyo Pudin Harao Dabur Hingolio Amla Hair Oilo Vatika Hair Oilo Dabur Red Toothpasteo Babool Toothpasteo Dabur Lal Dant Manjano Promise

Odomos26. Major Product in Rural marketo Dabur Amla Hair Oil ( it is Available in)

3.5 ml 8 ml 50 ml 100 ml 200 ml 300 ml 500 ml

27. Competitor of Dabur Amla (in Rural market)o Nihar Amlao Shanti Amlao Bajaj Brahmi Amlao Parachute Coconut oilo Keo Karpino Himani Navratnao Banphool

28. Competition Dabur Amla Hair oil 3.5 ml 8 ml 50 ml 100 ml 200 ml

Rs. 1 Rs. 2 Rs. 11 Rs. 20 Rs. 38 Nihar Amla

3.5 ml 50 ml 100 ml 200 ml

Rs. 1 Rs. 13 Rs. 24 Rs. 42 Shanti Amla

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3.5 ml 50 ml 100 ml 200 ml

Rs. 1 Rs. 11 Rs. 20 Rs. 38

29. Market Share of Hair Oil (in Rural market)30. How Dabur beats the competition of Dabur Amla hair oil (in Rural Market)o Dabur Announced beauty contests all across the country.o Dabur heavily advertised its brand through mass advertising tools like: TV, Radio, Newspaper and POP

displays.o Dabur had a vast distributions network in the rural area. So, they are easily able to reach the customer in the

rural area.o Company launched Rs. 1 sachet of the Dabur Amla Hair Oil.o Dabur indorsed its brand through Rani Mukharji.

31. Promotion Strategyo For attracting more customers Dabur using following Promotional tools in rural market:

TV Commercial Radio News Paper POP display Wall panting Contest in Melas or Haats Video vans Sales Promotion

32. Promotion Strategyo Dabur heavily advertised Dabur Amla Hair Oil. Dabur endorse Dabur Amla Hair Oil through Rani Mukherjee.o Dabur conducted various Beauty contests in which the rural people have the interest. Like

Dabur Amla Sunder Dabur Amla Susheel Dabur Yogya Pratiyogita

33. Regional branding strategyo 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.34. Distribution Strategyo Dealero Whole sellero Agentso Retailero Kirana store

35. Thank You