RURAL MARKETING STRATEGIES OF DABUR AMLA HAIR OIL

BYAbhishek

DABUR OVERVIEWEstablished in 1884 in Calcutta by Dr. S.K BurmanDabur India Ltd is one of the largest FMCG Companies in

India and worlds largest Ayurvedic and Natural Healthcare company.

FMCG Portfolio of Dabur includesDABUR – Natural brand for natural healthcare productsVATIKA- for premium personal care productsANMOL- For affordable personal care productsHAJMOLA- DigestivesREAL- For fruit based drinks

DABUR HAIR CARE RANGE

Rural Market accounts for 55% of Dabur Hair Oil’s portfolio and is growing faster than Urban market.

Dabur Amla hair oil available in rural market is as follows:3.5 ml for Re.18 ml for Rs. 250 ml for Rs.11100 ml for Rs.20200 ml for Rs.38

The company’s new marketing strategies includes expanding the retail points in rural hinterlands.

Target MarketRural retailersTarget territoriesUP, Maharashtra, Karnataka, Tamil Nadu,

Kerala.

PROMOTIONAL STRATEGIESFor attracting the rural customers Dabur

used following promotional strategies like:TV CommercialRadioNewspaperPOP DisplayWall paintingContests in Melas and HaatsVideo vansSales promotion

PROMOTION STRATEGIESDabur endorsed Dabur Amla Hair Oil through

Rani Mukharjee.Dabur conducted various beauty contests to empower women like-Dabur SunderDabur susheelDabur Yogya Prathiyogitha

DABUR AMLA “ BANKE DIKHAO RANI”Rural beauty contests for

young girlsOrganised on 70 th year of

Dabur brandHeld accross UP, Bihar ,

MP covering 2000 villages.

Judged by local elders, village panchayat and women opinion leaders of each village.

They conducted hair education among women.

RETAIL ACTIVATIONExpanded retail base in rural market to

enhance penetration levels of the brand.Wholesalers enrolment in activation Special offers on bulk purchases and chance

to winBrand visibility- Contests announcement and

merchandise.Activating retailersBuzz creation- mobile inflates, fliers and milk

announcement.

DISTRIBUTION STRATEGIESDabur has wide distribution network for Dabur

Amlahair oil through dealers and khirana stores. So

they can reach the rural consumers easily.

CONCLUSIONDabur launches its products in small packs

for ruralWith the retail reach of 25,00,000 outlets,

Dabur meets the needs of rural India.Sales promotion activities has increased the

level of awareness.The acceptability for Dabur is very high in

Rural India

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