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Rural Marketing
Rural Marketing is a process which startswith a decision to produce a saleable farmcommodity and it involves all the aspectsof market structure or system, both
functional and institutional, based oneconomic considerations and indulges inpre and post harvest operations,assembling, grading, storage,
transportation & distribution
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Today rural marketing is highly growingsector in India. It is full of opportunities. Ifyou seen most of the rural consumers go tothe nearby cities to buy the branded
products and services. Today most of thecompanies run to the rural markets forestablishing their brands. Rural market nowwant more information on the product and
services they buy, gone are those dayswhen marketers thought van campaigns,cinema commercials and a few wallpaintings would sufficient to entire rural
market
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ContToday the rural market is quite literate and
know about the trends of rural market. Trends indicate that the rural markets arecoming up in a big way and growing twice
as fast as the urban market
Source: survey by NCAER
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Demand for consumer durables inrural market
Figure in 000 tonnes
1995-96 2001-02 2005-06 2009-10
Cars 276 788 1560 3466
Motorcycles
760 2599 4663 8369
Refrigerators
1850 3006 4335 6774
Whitegoods
3437 6024 8727 13149
Source: survey by NCAER
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Penetration of non-durablesNumber of households using consumables per 000households
1995-96 2001-02 2005-06 2009-10
Edible oil 912.7 998.3 999 999.6
Shampoos 182.1 391.7 480.7 583.2
Washingpowder
607.4 693 745.6 809.6
Source: survey by NCAER
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Rural Demand Non-durables1995-96 2001-02 2009-10
Consumer non-durables(% of all India)
Edible oil 64.3 67.1 62.9
Healthbeverages
28.6 27.3 28.1
Packagebiscuits 36 42.8 30.3
Shampoos 27.2 31.9 33
toilet soaps 49.8 52.5 54.7
Washing cakes68.7 71.4 75.6
Washingpowder
50.4 50.8 54.9
Source: survey by NCAER
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Overview of Dabur
Birth: 1884 as a smallpharmacy company in
CalcuttaFounder: Dr. S.K.Burman
Head Quarters:Ghaziabad, U.P.Vision: Dedicated to
health and wellbeing
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Overview of Dabur cont..
Source: www.dabur.com
One of the largest FMCG companyConsolidated turnover of Rs. 2234 cr
Differentiated ProductStrong herbal and natural product profileMore than 125 years of experience
Wide distribution networkCovering 1.9 million retail outletsHigh penetration in Urban and Rural areas
Brand strengthVarious strong brands in diverse categoriesMother brand Dabur has a strong image in
customers mind
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Overview of Dabur cont..
Dabur India Limited is the fourth largestFMCG Company in India with interests inHealth care, Personal care and Foodproducts. Building on a legacy ofquality and experience for over 125years. Strength of Dabur is its powerfulbrands image in customers mind like
Dabur Amla, Dabur Chyawanprash,Vatika and Hajmola. It is most famousfor Dabur Chyawanprash, Dabur Amlaand Hajmola
Source: NCAER
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Overview of Dabur cont..
Leading brands of Dabur India ltd. is Vatika,Anmol Sarsano Amla, Hajmola, Dabur Amla,Chyawanprash, and Lal Dant Manjan each brandhaving Rs.120 crore turnovers.
Vatika Hair Oil & Shampoo is the high growthbrand of the company.
Dabur Honey is the market leader with over 40%market share in branded honey market.
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Overview of Dabur cont..
Dabur Chyawanprash is the largest sellingAyurvedic medicine with over 65% market share
Dabur also the leader in herbal digestivesmarket with 90% market share.
In Digestive tablets category Hajmola is theleader with 75% market share
Dabur Lal Tel having top position in babymassage oil market with 35% of market share.
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ProductsDabur Foods
Real
Real ActivReal Twist
CoolersHommadeLemoneez
Capsico
Honey
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ProductsHealth care
Baby Care
Dabur Lal TailDabur Baby Olive Oil
Dabur Janma Ghunti
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ProductsHealth Supplements
Dabur Chyawanprash
Dabur ChyawanShaktiDabur Glucose D
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ProductsDigestives
Hajmola Yumstick
Hajmola Mast MasalaAnardana
HajmolaHajmola CandyHajmola Candy Fun2
Pudin Hara
Pudin Hara G
Dabur Hingoli
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ProductsHair Care Oil
Amla Hair Oil
Amla Lite Hair OilVatika Hair Oil
Anmol Sarson Amla
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ProductsHair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning ShampoVatika Anti-Dandruff Shampoo
Anmol Natural Shine Shampoo
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ProductsOral Care
Dabur Red Gel
Dabur Red ToothpasteBabool Toothpaste
Dabur Lal Dant ManjanDabur Binaca ToothbrushMiswak
Promise
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ProductsSkin Care
Gulabari
Vatika Fairness Face Pack
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ProductsHousehold Care
Odonil
OdopicOdomos
Sanifresh
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% of Dabur product in themarket
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Market share by category
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Market share by category
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Market share by category
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Competitive profile -Juices
Dabur Product in Rural Market
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Dabur Product in Rural Market
Dabur Lal Tel
Dabur Janma GhuttiDabur Chyawanprash
Dabur Glucose DHajmolaHajmola Candy
Pudin HaraDabur HingoliAmla Hair Oil
Vatika Hair Oil
Dabur Red ToothpasteBabool Toothpaste
Dabur Lal Dant ManjanPromiseOdomos
Major Product in Rural market
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Major Product in Rural market
Dabur Amla Hair Oil ( it is Available in)3.5 ml8 ml50 ml100 ml
200 ml300 ml500 ml
ompe or o a ur m a n ura
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ompe or o a ur m a n uramarket)
Nihar AmlaShanti AmlaBajaj Brahmi AmlaParachute Coconut oil
Keo KarpinHimani NavratnaBanphool
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How Dabur beats the competition of Dabur Amla hair oil(in Rural Market)
Dabur Announced beauty contests all across thecountryDabur heavily advertised its brand through
mass advertising tools like: TV, Radio,Newspaper and POP displaysDabur had a vast distributions network in the
rural area. So, they are easily able to reach the
customer in the rural areaCompany launched Rs. 1 sachet of the Dabur
Amla Hair OilDabur indorsed its brand through Rani Mukharji
Promotion Strategy
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Promotion Strategy
For attracting more customers Dabur is
using following Promotional tools in rural
market:
TV CommercialRadioNews Paper
POP display
Wall pantingContest in Melas or HaatsVideo vans
Promotion Strategy
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Promotion Strategy
Dabur heavily advertised Dabur Amla Hair Oil.
Dabur endorse Dabur Amla Hair Oil through
Rani Mukherjee
Dabur conducted various Beauty contests in
which the rural people have the interest. Like
1. Dabur Amla Sunder
2. Dabur Amla Susheel
3. Dabur Yogya Pratiyogita
Regional branding strategy
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Regional branding strategy
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
Distribution Strategy
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Distribution Strategy
Dealer
Whole seller
Agents
Retailer
Kirana store
P ti l i iti ti i
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Promotional initiatives inrural India
Radio
T.V. adds
Newspapers/ magazines
POP display
Wall paintings and hoardings
Contest in melas & haats
Video vans
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Rural marketing initiatives
Project Garuda- to avoid shortages in rural area
Tie up with IOC
Reality showsBeauty pageant shows in rural areas
Chemical free baby products
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Project Garuda
Project Garuda is expected to improve business
and capital efficiency and will reduce working
capital requirements.
The project will reduce raw material and
finished goods inventories and optimize
network efficiency
Dabur has also outsourced its entire internal IT
function and project management to Accenture
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marketing
IOCs rural retail outlets, called Kisan
Seva Kendras, sell a host of products
including financial services, agricultural
implements, farm inputs such as seeds
and pesticides as well as vegetables and
stationery
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IOC & Dabur tie up cont..
The oil firms 1000-strong chain of retail outlets spread
across the country will stock a range of Daburs Ayurvedic
products, including over-the-counter medications and
cosmetics
IOCs Kisan Seva Kendras service fulfills nearly 50% of the
fuel needs in rural India
IOC has drawn up plans to strengthen its rural presence by
further by increasing the number of stores to 1,500 by the
end of the fiscal year and to 5,000 stores by 2012
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Reality shows It has conducted a series of events ranging from
beauty pageants to singing contests in states like
UP, Punjab, Bihar, Rajasthan and MP
Apart from holding rural beauty and talent show,
'Dabur Amla Banke Dikhao Rani Pratiyogita, Dabur
is also hosting a mega model hunt 'Dabur Gulabari
Miss Fresh Face, the winner of which could feature
in its future ad campaigns
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This year, it would cover over 1,000 villages
across these five states
The objective of this rural initiative is to develop
the preference of Dabur Amla by highlighting the
superiority of Amla nourishment and to establish
the association between Dabur Amla and beauty
b G l b i i h
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Dabur Gulabari Miss Fresh Face
The company's 'Dabur Gulabari Miss fresh face had its
grand finale on Aug.14 at Lucknow and the winner would
get a chance to be featured on the cover page of a
leading womens' magazine
Ch i l f b b d
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Chemical free baby products
The Dabur baby care range includes
Dabur Lal Tel,Dabur Janma Ghunti and Dabur Gripe Water
Dabur cunducted first-ever baby show in UP and Bihar. The idea
was to grow the awareness about healthy and chemical-free baby
care products and popularize Ayurveda in the cities of UP & Bihar
Open to babies of up to 15 months of age, the participants were
judged on various parameters like health, photogenic qualities etc.
Company received over 7,000 entries for the show and had
shortlisted 25 babies each from UP and Bihar for the two finals
being held in Patna and
Lucknow
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Astra
Dabur has recruited 75 sales and HR managers
across the country who would educate over
2,000 distribution channel partners of the firm
about the complexities of sales and distribution
through the audio-visual medium & road plays
It has created the Astra training consultancy
module in 5 vernacular languages, Bengali,
Tamil, Telgu, Malayalam and Kannada.
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Astra
Under Astra, Dabur has categorized its sales and distribution
channels into finer segments such as :
Key grocers,
Mass grocers,
Chemist,
Wholesale,
Small outlet and modern trade
Dabur is targeting sales growth of above 15 per cent after
implementing Astra
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SUNDESH
Sustainable Development Society (SUNDESH) is sworn to the
mission of ensuring overall socio-economic development of
the rural poor on a sustainable basis, through different
participatory and need-based initiatives SUNDESH operates in Ghaziabad and Gautam Budha Nagar
district of Uttar Pradesh, and has -- more recently established
presence in Rudrapur district of Uttrakhand
It aims to reach out to the weaker and more vulnerable sections --
such as women and children, illiterate and unemployed of the
society
Over the years, it has contributed to many worthy causes,