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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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DABUR INDIA : RURAL INDIA
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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DABUR INDIA : RURAL INDIA
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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DABUR INDIA : RURAL INDIA
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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8/9/2019 Dabur Marketing
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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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DABUR INDIA : RURAL INDIA
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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DABUR INDIA : RURAL INDIA
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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DABUR INDIA : RURAL INDIA
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