dabur marketing

8/9/2019 Dabur Marketing

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DABUR INDIA : RURAL INDIA

Prof. Shalini Singh

By:-

Aditi Agarwal-PGD003

Anu Nigam-PGDM 029

Anusha Arora-PGDM 030

Anushree Chatterjee-PGDM 031

Arjita Grover-PGDM 035

Priyanka Bhalla-PGDM 116


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VISION

Dedicated to the health and well being of every household"

What is that life worth which cannot bring comfort to

others

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


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COMPANY PROFILE

Established in 1884

Transformation process : purely from Ayurvedic Company to FMCG

Present in 60+ countries

Growth 12-15 % during last three years

32 new products & variants launch across categories, markets andgeographies during 2008 & 2009

Acquisition of Fem in June 2009


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Continued

Dabur India Limited the fourth largest FMCG Company in India withRevenues of US$600 Million (Rs 2834 crore) & Market Capitalisation

of over US$2.2 Billion (Rs 10,000 Crore).

Building on a legacy of quality and experience for 125 years, Daburoperates in key consumer products categories like Hair Care, OralCare, Health Care, Skin Care, Home Care & Foods.


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STEPS FOR RECOGNISING POTENTIAL AREAS :

1. Identification of potential districts

2. Focus on villages population below 3000

3. Increase in sales force to cover these villages with deeper penetration

4. Constant customer connect

5. Availability of products


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Rolling out of special Rural focused Sales Initiatives across Sevenkey States:

1. UP

2. MP

3. Bihar

4. Punjab

5. West Bengal

6. Maharashtra7. Gujarat


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Direct engagement of Rural consumers

Interactive platform for women to inform, educate, and communicate

Coverage: 5 states: UP

Punjab

Bihar

Rajasthan

MP

Coverage of villages: 1000


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NEW PRODUCTS FOR RURALINDIA

NEW PRODUCTS:-

1. Burrst : Fruit based drink

2. Dazzl: Hard surface cleaning material

3. Uveda & Gulbari: skin care

4. Dabur Amla Flower Magic & Vatika Enriched AlmondOil: light hair oil(32% growth)


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RURAL DABUR:STRATEGIES

STRATEGIES:

Aggressive cost management(taking over

Balsara,automation)

Intelligent buying of raw materials (e-procurement,kaizen and wastage control)


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Parivaar Programme(DARE-driving achievement ofretail)

1. Emphasis on traditional trade channels

2. To Build long term relationship with retailers

3. Nurturing of key grocery stores

4. Offerings of special discounts, and margins

5. Rewards to participating outlets6. Buying shelf space

Value solutions to retailers (deal with IOC)


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Rural Beauty and talent Contests with Dabur Amla Hair

oil: Ab Banke Dikhao Rani Dabur Amla Sunderta

Dabur Amla Susheelta

Dabur Amla Yogyata

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


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Specific programs aimed at consumer connect andavailability of products

Immune India Campaign in association with JagranSolutions & Times Red Cell

Organizing workshops, pictorial presentations, games,quiz contests

Getting Closer to people


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THANK YOU

dabur marketing

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