long report - communication

8/12/2019 Long Report - Communication

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Aayushi Singh [221002 - FMG22 Section A] | Advanced Communication Analysis Report

Rural MarketingStrategies of Dabur


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FORE School of Management Rural Marketing Strategies of Dabur

PAGE 1

Acknowledgement

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I , D. A B, C, D

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I FOE M, N D

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PAGE 2

Contents1 Executive Summary ............................................................................... 3

2 Introduction ....................................................................................... 4

2.1 Relevance of the study ..................................................................... 4

2.2 Purpose of the study ....................................................................... 4

2.3 Objectives of the study .................................................................... 5

2.4 Methodology ................................................................................. 5

2.4.1 Primary Research ........................................................................ 5

2.4.2 Secondary Research ...................................................................... 6

3 Profitably Selling to Indias Rural Consumers ................................................. 73.1 Dabur in Brief ............................................................................... 7

3.2 History of Dabur ............................................................................. 7

3.3 Serving Indias Rural Supermarket ........................................................ 8

3.4 Challenges Faced in Serving the Rural Markets ....................................... 10

3.4.1 Reaching Rural Customers ............................................................ 11

3.4.2 Acquiring Rural Customers ........................................................... 12

3.4.3 Retaining Rural Customers ........................................................... 12

3.5 Daburs Strategies ........................................................................ 12

3.5.1 Barriers to Scale ....................................................................... 13

3.5.2 Strategies for Success ................................................................. 13

3.5.3 Impact ................................................................................... 14

3.6 Rural Categorization of Dabur and Analysis on Rural Performance Measures ..... 15

3.7 Daburs Enablers to Building Successful Rural Strategies ............................ 18

4 Recommendations .............................................................................. 19

4.1 Findings and Suggestions ................................................................. 19

4.2 Limitations of the Study ................................................................. 19

4.3 Further Scope of the Study .............................................................. 19

5 Bibliography ..................................................................................... 20


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PAGE 3

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PAGE 4

2 Introduction

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PAGE 5

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2.4 Methodology2.4.1 Primary Research

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PAGE 6

2.4.2 Secondary Research

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PAGE 7

3 Profitably Selling to Indias Rural Consumers3.1 Dabur in BriefD I L FMCG C I

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PAGE 8

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PAGE 10

3.4 Challenges Faced in Serving the Rural Markets I ,

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PAGE 11

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3.4.1 Reaching Rural Customers .

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PAGE 12

3.4.2 Acquiring Rural Customers

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PAGE 13

3.5.1 Barriers to Scale3.5.1.1 Inadequate distribution structure:D

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3.5.1.3Limited demand for high margin categories:A

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3.5.2 Strategies for Success3.5.2.1Prioritizing markets through GIS technologies: D . 1 M

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3.5.2.2Modifying distribution structure to improve reach:


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PAGE 14

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3.5.2.3Recruiting local sales representatives and offering unique career paths: ,

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3.5.2.4Using technology to great advantage: , D .

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3.5.2.5 Incubating demand: , D .

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PAGE 15

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3.6 Rural Categorization of Dabur and Analysis on RuralPerformance Measures

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PAGE 16

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Distri

bu

tion

Stru

cture

Optimal mix ofclassical huband-spoke andinnovativedistributionmodel

Opera

ting

Sca

le

Significantpenetration

Channe

lPar

tner

Engagemen

t

Holistic channelmanagementprograms toimproveengagement andproductivity

Pro

fita

bility

Profitable ruraloperations

Daburs Strategy: Approach for Reaching Rural Customers


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PAGE 17

Pro

duc

t/servi

ceo

ffer

ing

Differentiatedofferings

Demand

genera

tion

Extensive market-creating activitieswith strongcommunityengagement

Leverag

ingo

f

influencers

Holistic influencerapproach leveraging sector-specificinfluencers alongwith conventionalset

Marke

tingan

d

communic

ation

too

ls

Ecosystem-drivenmarketing aimedat market creation

Focusona

fter

-sa

les

/

cus

tomerserv

ice

Sharp focus ondeveloping after-sales network atcompetitive costs

Bran

dbu

ildingan

d

loya

ltyprograms

Sharp focus onbrand building

Inves

tmen

tincom

mun

ity

develo

pmen

t

Sustainedinvestments with along-termperspective

Daburs Strategy: Approach for Acquiring Rural Customers

Daburs Strategy: Approach for Retaining Rural Customers


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PAGE 18

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3.7 Daburs Enablers to Building Successful Rural Strategies , , D

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PAGE 19

4 Recommendations4.1 Findings and Suggestions

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4.2 Limitations of the Study

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4.3

Further Scope of the Study

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PAGE 20

5 Bibliography M. A B, C, D ://../ AMM

C

A D 201213://..//1/A/201213/DA201213.

://..///4915134.

://../2012/06/.

://.../20120616//322691381

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