Rural Marketing

Rural Marketing is a process which starts

with a decision to produce a saleable farm
commodity and it involves all the aspects
of market structure or system, both
functional and institutional, based on
economic considerations and indulges in
pre and post harvest operations,
assembling, grading, storage,
transportation & distribution
Today rural marketing is highly growing
sector in India. It is full of opportunities. If
you seen most of the rural consumers go to
the nearby cities to buy the branded
products and services. Today most of the
companies run to the rural markets for
establishing their brands. Rural market now
want more information on the product and
services they buy, gone are those days
when marketers thought van campaigns,
cinema commercials and a few wall
paintings would sufficient to entire rural
market
Cont…
Today the rural market is quite literate and
know about the trends of rural market.
Trends indicate that the rural markets are
coming up in a big way and growing twice
as fast as the urban market

Source: survey by NCAER

Demand for consumer durables in
rural market
Figure in ‘000 tonnes

1995-96 2001-02 2005-06 2009-10

Cars 276 788 1560 3466

Motor 760 2599 4663 8369

cycles
Refrigerato 1850 3006 4335 6774
rs
White 3437 6024 8727 13149
goods

Source: survey by NCAER

Penetration of non-durables
Number of households using consumables per ‘000
households

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

Washing 607.4 693 745.6 809.6

powder

Source: survey by NCAER

Rural Demand Non-durables
1995-96 2001-02 2009-10
Consumer non-durables(% of all India)
Edible oil 64.3 67.1 62.9
Health 28.6 27.3 28.1
beverages
Package 36 42.8 30.3
biscuits
Shampoos 27.2 31.9 33
toilet soaps 49.8 52.5 54.7
68.7 71.4 75.6
Washing cakes
Washing 50.4 50.8 54.9
powder

Source: survey by NCAER

Overview of Dabur
Birth: 1884 as a small
pharmacy company in
Calcutta
Founder: Dr. S.K.
Burman
Head Quarters:
Ghaziabad, U.P.
Vision: Dedicated to
health and wellbeing
Overview of Dabur cont..
One of the largest FMCG company
Consolidated turnover of Rs. 2234 cr
Differentiated Product
Strong herbal and natural product profile
More than 125 years of experience
Wide distribution network
Covering 1.9 million retail outlets
High penetration in Urban and Rural areas
Brand strength
Various strong brands in diverse categories
Mother brand Dabur has a strong image in
customers mind
Source: www.dabur.com
Overview of Dabur cont..

Dabur India Limited is the fourth largest

FMCG Company in India with interests in
Health care, Personal care and Food
products. Building on a legacy of
quality and experience for over 125
years. Strength of Dabur is its powerful
brand’s image in customers mind like
Dabur Amla, Dabur Chyawanprash,
Vatika and Hajmola. It is most famous
for Dabur Chyawanprash, Dabur Amla
and Hajmola
Source: NCAER
Overview of Dabur cont..

• Leading brands of Dabur India ltd. is Vatika,

Anmol Sarsano Amla, Hajmola, Dabur Amla,
Chyawanprash, and Lal Dant Manjan each brand
having Rs.120 crore turnovers.

• Vatika Hair Oil & Shampoo is the high growth

brand of the company.

• Dabur Honey is the market leader with over 40%

market share in branded honey market.
Overview of Dabur cont..

• Dabur Chyawanprash is the largest selling

Ayurvedic medicine with over 65% market share
• Dabur also the leader in herbal digestives
market with 90% market share.
• In Digestive tablets category Hajmola is the
leader with 75% market share
• Dabur Lal Tel having top position in baby
massage oil market with 35% of market share.
Product Range
Health Care
Skin Care
Oral Care
Hair Care
Foods
Products
Dabur Foods
 Real
 Real Activ
 Real Twist
 Coolers
 Hommade
 Lemoneez
 Capsico
 Honey
Products
Health care
 Baby Care
 Dabur Lal Tail
 Dabur Baby Olive Oil
 Dabur Janma Ghunti
Products
Health Supplements
 Dabur Chyawanprash
 Dabur ChyawanShakti
 Dabur Glucose D
Products
Digestives
 Hajmola Yumstick
 Hajmola Mast Masala
 Anardana
 Hajmola
 Hajmola Candy
 Hajmola Candy Fun2
 Pudin Hara
 Pudin Hara G
 Dabur Hingoli
Products
Natural Cures
 Shilajit Gold
 Nature Care
 Sat Isabgol
 Shilajit
 Ring Ring
 Itch Care
 Back-aid
 Shankha Pushpi
 Dabur Balm
 Sarbyna Strong
Products
Hair Care Oil
 Amla Hair Oil
 Amla Lite Hair Oil
 Vatika Hair Oil
 Anmol Sarson Amla
Products
Hair Care Shampoo
 Anmol Silky Black Shampoo
 Vatika Henna Conditioning Shampo
 Vatika Anti-Dandruff Shampoo
 Anmol Natural Shine Shampoo
Products
Oral Care
 Dabur Red Gel
 Dabur Red Toothpaste
 Babool Toothpaste
 Dabur Lal Dant Manjan
 Dabur Binaca Toothbrush
 Miswak
 Promise
Products
Skin Care
 Gulabari
 Vatika Fairness Face Pack
Products
Household Care
 Odonil
 Odopic
 Odomos
 Sanifresh
% of Dabur product in the
market
Market share by category
Market share by category
Market share by category
Competitive profile -Juices
Dabur Product in Rural Market
 Dabur Lal Tel
 Dabur Janma Ghutti
 Dabur Chyawanprash
 Dabur Glucose D
 Hajmola
 Hajmola Candy
 Pudin Hara
 Dabur Hingoli
 Amla Hair Oil
 Vatika Hair Oil
 Dabur Red Toothpaste
 Babool Toothpaste
 Dabur Lal Dant Manjan
 Promise
 Odomos
Major Product in Rural market

Dabur Amla Hair Oil ( it is Available in)

 3.5 ml
 8 ml
 50 ml
 100 ml
 200 ml
 300 ml
 500 ml
Competitor of Dabur Amla (in Rural
market)

Nihar Amla
Shanti Amla
Bajaj Brahmi Amla
Parachute Coconut oil
Keo Karpin
Himani Navratna
Banphool
How Dabur beats the competition of Dabur Amla hair oil
(in Rural Market)

Dabur Announced beauty contests all across the

country
Dabur heavily advertised its brand through
mass advertising tools like: TV, Radio,
Newspaper and POP displays
Dabur had a vast distributions network in the
rural area. So, they are easily able to reach the
customer in the rural area
Company launched Rs. 1 sachet of the Dabur
Amla Hair Oil
Dabur indorsed its brand through Rani Mukharji
Promotion Strategy

For attracting more customers Dabur is

using following Promotional tools in rural

market:
TV Commercial
Radio
News Paper
POP display
Wall panting
Contest in Melas or Haats
Video vans
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

• 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

• Dealer

• Whole seller

• Agents

• Retailer

• Kirana store
Promotional initiatives in
rural India
 Radio

 T.V. adds

 Newspapers/ magazines

 POP display

 Wall paintings and hoardings

 Contest in melas & haats

 Video vans
Rural marketing initiatives
 Project Garuda- to avoid shortages in rural area

 Tie up with IOC

 Reality shows

 Beauty pageant shows in rural areas

 Chemical free baby products

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

IOC & Dabur tie up for rural
marketing

IOC’s 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
 IOC & Dabur tie up cont..
 The oil firm’s 1000-strong chain of retail outlets spread

across the country will stock a range of Dabur’s Ayurvedic

products, including over-the-counter medications and
cosmetics
 IOC’s 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
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

 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

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

 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
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.
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
 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,
addressing children’s literacy, improving healthcare services, skill