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RURAL MARKETING Presentation on

Dabur Lal Dant Manjan

Presented By:Bhavesh Kr. JainChitra SikariaGaurav DaniSourabh GambhirYagik Sharma

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7GOAL- Balanced Portfolio

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MILESTONES1970 - Entered Oral Care &

Digestives segment

Addressing rural markets where homemade oral care is more popular than multinational brands, Dabur introduced Lal Dant Manjan.

With this a conveniently packaged herbal toothpowder is made available at affordable costs to the masses.

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Good health means strong and healthy teeth.Give your teeth best natural care - with Dabur Lal Dant Manjan.The herbal Ayurvedic Red toothpowder that cleans while giving you strong and healthy gums.

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DABUR LAL DANT MANJAN• It is a red Ayurvedic toothpowder. It is absolutely

natural and free of fluoride with a spicy taste because of the ingredient base of herbs and spices.

• It is a toothpowder that keeps problems away and

gives strong and healthy teeth with the support of natural ingredients. It has laung (clove) to give strong teeth and healthy gums and Pudina (mint) which keeps the breath fresh.

• It has a strong market presence with 27% share in the tooth powder segment.

• While the Rs. 500-crore toothpowder market depends almost entirely on rural demand, it is a Rs. 100 crore brand

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DABUR LAL DANT MANJAN

• HDPE Packs

60g (Rs.13.00)100g (Rs.20.00)150g (Rs.30.00)300g (Rs.53.00)

• Sachet

5g (Rs.1.00)10g (Rs.2.00)

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TARGET AUDIENCE• Dabur Lal Dant Manjan has been

targeted to 30 per cent of the population in India who do not use toothpaste or toothpowder, but relies mainly on black tobacco powder.

• Dabur anticipated that this consumer segment will switch to toothpowder and then toothpaste.

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MARKETING STRATEGY

• The brand Dabur Lal Dant Manjan is positioned in the popular segment

• In the classical toothpowder category, Dabur Lal Dant Manjan is the flagship product.

• With the Balsara acquisition, the company’s oral care offerings now provide a wider choice to consumers across different price points.

• Repositioning in shrink sleeves wrap.

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DISTRIBUTION STRATEGY FOR RURAL MARKETS

• Dealer

• Whole seller

• Agents

• Retailer

• Kirana Stores

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PROMOTION STRATEGY

For attracting more customer Dabur is using following Promotional Tools in rural market:

• TV commercial• Radio• Newspaper• POP display• Wall Painting• Contests in Melas and Haats• Sales Promotion• Video Van

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REGIONAL BRANDING STRATEGY• Dabur is trying to capture markets by

launching products with regional twist.

• It is selling Shivappu Pal Podi or local version of Dabur Lal Dant Manjan in Tamil Nadu

• In north India they give it the name Dabur Red Tooth Powder

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COMPETITORS

• Colgate Tooth Powder

• Local Players

• Divya Dant Manjan

Dabur and Colgate jointly

share 75% of the

toothpowder market.

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BEATING COMPETITION…

• Advertising through mass advertising tools like: TV commercials, radio, newspaper

• Vast distribution network in the rural areas thus reaching the customers easily

• Availability of Manjan in Re.1 sachet

• Endorsement of the brand through Virendra Shewag

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THREATS

• Fake Products- duplicate products, look-alikes and spell-alikes

• Popularity of toothpaste

• Local Players

SOLUTION

• Sophisticated and Capital Intensive Packing

• Participation in the community events

• Word of mouth communication

• Brand Awareness and Availability

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CONCLUSION• Interestingly Dabur’s rural growth has

outstripped urban growth in almost every category.

• Power Brands- – Hajmola,– Chaywanprash,– Lal Dant manjan, – Vatika and – Dabur Amla