dabur india :rural india

8/14/2019 dabur India :Rural India

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Dabur India : Rural India

Prof S P Garg




'What is that life worth which cannot bring

comfort to others'

Dr. S K Burman, Founder, Dabur India Ltd.

VISION

“Dedicated to the health and well beingof every household"




• Established in 1884

• CELEBRATING 125 YEARS

• Transformation process : purely from AyurvedicCompany to FMCG

• Present in 60+ countries

• Growth 12-15 % during last three years

• 32 NEW PRODUCTS & VARIENTS LAUNCHACROSS CATEGORIES, MARKETS ANDGEOGRAPHIES during 2008 & 2009

• Acquisition of Fem in June 2009




• Dabur India Limited the fourth largest FMCGCompany in India with Revenues of US$600Million (Rs 2834 crore) & Market

Capitalisation of over US$2.2 Billion (Rs10,000 Crore).

• Building on a legacy of quality andexperience for 125 years, Dabur operates in

key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care,Home Care & Foods.




• 50% of total sales from rural and semiurban segment

• Rural India Focus

• Addressing Rural Target

• Focus on enhancing product portfolio

• Focus on OTC Health Products• H& B Retail outlets




• New products:

• Burrst : Fruit based drink

• Dazzl: Hard surface cleaning material• Uveda & Gulbari: skin care

• Dabur Amla Flower Magic & Vatika

Enriched Almond Oil: light hair oil(32%growth)




• Strategies:

• Aggressive cost management

• Intelligent buying of raw materials• Increased focus on small towns and rural

markets




• Rolling out of special Rural focused Sales Initiatives across Seven key States:

• UP

• MP• Bihar

• Punjab

• West Bengal

• Maharashtra

• Gujarat




• Steps :

• Identification of potential districts

• Focus on villages population below 3000• Increase in sales force to cover these

villages with deeper penetration

• Constant customer connect• Availability of products




• Launch of small packets and sachets

• Dabur Amla Hair oil: Rs 1 sachet

• Dabur Chyawanprash: in 100 gm pack atRs20

• Packing with Regional languages content

• Lal Dant Manjan as “Dabur Sivappu PalPodi”




• Parivaar Programme

• Emphasis on traditional trade channels

• To Build long term relationship with retailers

• Nurturing of key grocery stores

• Offerings of special discounts,and margins

• Rewards to participating outlets

• Buying shelf space• Value solutions to retailers




• Point of Purchase : very critical part of buying and selling experience

• Structured point of sale visibility




• Rural Beauty and talent Contests with Dabur Amla Hair oil: AbBanke Dikhao Rani

• Dabur Amla Sunderta

• Dabur Amla Susheelta

• Dabur Amla Yogyata

•Winners to become as independent and establishedbusinesswomen in their own town




• Extra spends on A & P( Rs 300-400 crores)

• Specific programs aimed at consumer connect and availability of products

• D C: Immune India Campaign in association with Jagran Solutions &

Times Red Cell• Organising workshops,pictorial presentations,games, quiz contests

AND FINALLY

• Getting Closer to people



• Other points



• Personal computer maker Acer, which is eyeing the No. 1 spot in thedomestic market by the end of next year, plans to expand its retailpresence in smaller towns.

• “We plan to grow to over 350 stores by the end of 2010 with expansionon the retail front primarily focussed on the tier-II and tier-III cities,” S.Rajendran, chief marketing officer of Acer India, said.

• At present, its retail business is divided into IT speciality stores andlarge-format stores.

• Acer has over 275 outlets in India under the brand names of Acer malls(exclusive Acer stores) and Acer points (sales outlets in multi-brandstores). Acer has a retail presence in over 140 cities.

• During the third quarter of this year, the company’s market share in

notebooks has almost doubled to 15.2 per cent from 8.9 per cent in thefirst quarter, thanks to the strategy of having sales points in large stores.Market shares in PCs have doubled to almost 10 per cent during thethird quarter from 5.5 per cent in the first quarter.



• At present, Acer is present in over 150 of these storesacross major chains such as Croma, eZone, Vijay Sales,HyperCITY, Jumbo Electronics, Staples and Reliance.

• “Acer in India should be contributing to around 2-3 per cent of our global turnover. This number should increaseas we scale up next year and target the numero unoposition in India,” Rajendran said.

• According to him, the company has been recordingstrong month-on-month growth since April.

• “We also focussed our energies on segments notaffected from recession such as public sector units,education, government projects,” he said.

dabur india :rural india

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