Description
Rural Marketing at DABUR and it contains topics like what is rural marketing, importance, dabur profile, dabur strategies, promotion strategies, distribution strategy, success story,
RURAL MARKETING
Tejal Phatak P1147 | Nikita Bhandari P1106 | Nupur Khare P1126 | Anjan Rajan P1102
What is Rural?
Definitions of Rural Census Village: Basic Unit for rural areas is the revenue village, might comprise several hamlets demarcated by physical boundaries. Town: Towns are actually rural areas but satisfy the following criteria. ? Minimum Population >=5,000 ? Population density>= 400/ sq. km. ? 75% of the male population engaged in non-agri activity. RBI Locations with population up to 10,000 will be considered as rural and 10,000 to 100,000 as semi-urban. All locations irrespective of villages or town, up to a population of 10,000 will be considered as ‘rural’. Towns with population up to 15,000 are considered as rural. Locations having shops/ commercials establishments’ up to 10,000 are treated as rural.
NABARD
Planning Commission Sahara
LG Electronics
The rural and semi urban area is defined as all other than the seven metros.
What is Rural Marketing?
“Rural Marketing can be defined as a function that manages all activities involved in : • Assessing • Stimulating • Converting the purchasing power of rural consumers into an effective demand for specific products and services • Moving these products and services to the people in rural areas to create satisfaction and a better standard of living and thereby achieving organizational goals.”
Importance of Rural market in India
• High rural population – around 750 Million • Isolation from global phenomenon • Increasing purchasing power • Improving rural infrastructure
– Roads – Rural Electrification – Rural Telephone density
• Improved Rural literacy • Low penetration
“There is immense opportunity at the Bottom Of the Pyramid” – C.K Prahalad
Can you dare to ignore this market ?
• 46% of the soft drinks sales happen in the rural areas. • Rural India accounts for 49% of motorcycle sales. • Rural India accounts for 59% of Cigarettes sales. • 53% of FMCG sales happen at Rural India. • Talcum powder is used by more than 25% of rural India. • Lipsticks are used by more than 11% of the rural women and less than 22% of the urban women.
Can you dare to ignore this market ?
• Close to 10% of Maruti Suzuki’s sales come from the rural market. • Hero Motocorp , on its part, had 50% of its sales coming from rural market in FY’11. • Rural India has a large consuming class with 41% of India’s middle-class and 58% of the total disposable income accounting for consumption. • In 20 years, rural Indian Market will be larger than the total consumer markets in countries such as South Korea or Canada today, & almost 4 times the size of today’s urban Indian market
PROFILE OF DABUR
• BIRTH: 1884 as a small pharmacy in calcutta. • FOUNDER: Dr. S.K.Burman.
• VISION: Dedicated to health and well being of every household.
• HEADQUARTERS: Ghaziabad, U.P • TYPE: Public (NSE, BSE)
Hobi- A Dabur enterprise
SUNDESH
Dabur North America
Dabur group
Dabur UK
Dabur Nepal
newu
FOUNDING THOUGHTS
“What is that life worth which cannot bring comfort to others"
THE NEW DABUR IDENTITY
•Dabur's heritage, commitment and stability through the form and colours of the tree.
•Stands for wellness across age groups
•Sacred, trustworthy and a symbol of fertility.
PRODUCT RANGE
Health Care
Skin Care • Gulabari • Vatica fairness pack • Itchcare • Odomos
Food • Honey • Coolers • Real Active • Lemoneez
Hair Care • Oil- Vatica, Amla lite • ShampooAnmol silky, Vatica Heena, Vatica antidandruff
Oral Care • Promise • Meswak • Dabur Lal dantmanjan
• Baby oil • Jamuna Ghutti • Dabur Lal tel
% of Dabur products in market
6% 7% 9% 32%
Hair Care
Oral Care Health Suppliments Digestives & Candies Baby oil & Skin Care
24% 22%
Home Care
Rural Marketing Strategies
• Chemical free baby products • Beauty Pageant shows in rural areas • Reality shows
• Tie up with IOC IOC’s rural retail outlets, called Kisan Seva Kendras, sell a host of products including financial services, agricultural implements, farm inputs such as seeds
• 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
Promotion Branding and Distribution strategies
• Dabur uses Astra to boost rural sales
` Shopkeepers selling Dabur India's consumer products would now learn marketing through role-plays staged by professional actors at their shops. As part of a recent initiative titled Astra, advanced sales training for retail ascendance, FMCG major 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 Dabur has a distribution reach of 25 lakh retail outlets across the country. About 75 per cent of the company's sales come form rural areas, hence, it has created the Astra training consultancy module in five vernacular languages, Bengali, Tamil, telugu, Malayalam and Kannada
Promotion strategies
• TV commercials • Radio • Newspapers • Wall paintings • Contests in Melaas or Haats • Video vans
Regional Branding Strategy
• Launching product with a regional twist
– Sivappu Pal Podi or local version of Dabur Lal Dant Manjan in Tamil Nadu whereas in north India sold as Dabur Red Tooth Powder
Distribution Strategy
• Dealers • Whole sellers • Agents • Retailers
• Kirana stores
Success Story
• Rural sales account for 50% of Dabur’s turnover • Initiated the plans for life project in Himalayas for eco regeneration and cultivation of medical herbs • State of the art green house and nurseries • 4th largest FMCG
doc_430938917.pptx
Rural Marketing at DABUR and it contains topics like what is rural marketing, importance, dabur profile, dabur strategies, promotion strategies, distribution strategy, success story,
RURAL MARKETING
Tejal Phatak P1147 | Nikita Bhandari P1106 | Nupur Khare P1126 | Anjan Rajan P1102
What is Rural?
Definitions of Rural Census Village: Basic Unit for rural areas is the revenue village, might comprise several hamlets demarcated by physical boundaries. Town: Towns are actually rural areas but satisfy the following criteria. ? Minimum Population >=5,000 ? Population density>= 400/ sq. km. ? 75% of the male population engaged in non-agri activity. RBI Locations with population up to 10,000 will be considered as rural and 10,000 to 100,000 as semi-urban. All locations irrespective of villages or town, up to a population of 10,000 will be considered as ‘rural’. Towns with population up to 15,000 are considered as rural. Locations having shops/ commercials establishments’ up to 10,000 are treated as rural.
NABARD
Planning Commission Sahara
LG Electronics
The rural and semi urban area is defined as all other than the seven metros.
What is Rural Marketing?
“Rural Marketing can be defined as a function that manages all activities involved in : • Assessing • Stimulating • Converting the purchasing power of rural consumers into an effective demand for specific products and services • Moving these products and services to the people in rural areas to create satisfaction and a better standard of living and thereby achieving organizational goals.”
Importance of Rural market in India
• High rural population – around 750 Million • Isolation from global phenomenon • Increasing purchasing power • Improving rural infrastructure
– Roads – Rural Electrification – Rural Telephone density
• Improved Rural literacy • Low penetration
“There is immense opportunity at the Bottom Of the Pyramid” – C.K Prahalad
Can you dare to ignore this market ?
• 46% of the soft drinks sales happen in the rural areas. • Rural India accounts for 49% of motorcycle sales. • Rural India accounts for 59% of Cigarettes sales. • 53% of FMCG sales happen at Rural India. • Talcum powder is used by more than 25% of rural India. • Lipsticks are used by more than 11% of the rural women and less than 22% of the urban women.
Can you dare to ignore this market ?
• Close to 10% of Maruti Suzuki’s sales come from the rural market. • Hero Motocorp , on its part, had 50% of its sales coming from rural market in FY’11. • Rural India has a large consuming class with 41% of India’s middle-class and 58% of the total disposable income accounting for consumption. • In 20 years, rural Indian Market will be larger than the total consumer markets in countries such as South Korea or Canada today, & almost 4 times the size of today’s urban Indian market
PROFILE OF DABUR
• BIRTH: 1884 as a small pharmacy in calcutta. • FOUNDER: Dr. S.K.Burman.
• VISION: Dedicated to health and well being of every household.
• HEADQUARTERS: Ghaziabad, U.P • TYPE: Public (NSE, BSE)
Hobi- A Dabur enterprise
SUNDESH
Dabur North America
Dabur group
Dabur UK
Dabur Nepal
newu
FOUNDING THOUGHTS
“What is that life worth which cannot bring comfort to others"
THE NEW DABUR IDENTITY
•Dabur's heritage, commitment and stability through the form and colours of the tree.
•Stands for wellness across age groups
•Sacred, trustworthy and a symbol of fertility.
PRODUCT RANGE
Health Care
Skin Care • Gulabari • Vatica fairness pack • Itchcare • Odomos
Food • Honey • Coolers • Real Active • Lemoneez
Hair Care • Oil- Vatica, Amla lite • ShampooAnmol silky, Vatica Heena, Vatica antidandruff
Oral Care • Promise • Meswak • Dabur Lal dantmanjan
• Baby oil • Jamuna Ghutti • Dabur Lal tel
% of Dabur products in market
6% 7% 9% 32%
Hair Care
Oral Care Health Suppliments Digestives & Candies Baby oil & Skin Care
24% 22%
Home Care
Rural Marketing Strategies
• Chemical free baby products • Beauty Pageant shows in rural areas • Reality shows
• Tie up with IOC IOC’s rural retail outlets, called Kisan Seva Kendras, sell a host of products including financial services, agricultural implements, farm inputs such as seeds
• 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
Promotion Branding and Distribution strategies
• Dabur uses Astra to boost rural sales
` Shopkeepers selling Dabur India's consumer products would now learn marketing through role-plays staged by professional actors at their shops. As part of a recent initiative titled Astra, advanced sales training for retail ascendance, FMCG major 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 Dabur has a distribution reach of 25 lakh retail outlets across the country. About 75 per cent of the company's sales come form rural areas, hence, it has created the Astra training consultancy module in five vernacular languages, Bengali, Tamil, telugu, Malayalam and Kannada
Promotion strategies
• TV commercials • Radio • Newspapers • Wall paintings • Contests in Melaas or Haats • Video vans
Regional Branding Strategy
• Launching product with a regional twist
– Sivappu Pal Podi or local version of Dabur Lal Dant Manjan in Tamil Nadu whereas in north India sold as Dabur Red Tooth Powder
Distribution Strategy
• Dealers • Whole sellers • Agents • Retailers
• Kirana stores
Success Story
• Rural sales account for 50% of Dabur’s turnover • Initiated the plans for life project in Himalayas for eco regeneration and cultivation of medical herbs • State of the art green house and nurseries • 4th largest FMCG
doc_430938917.pptx