Rural Marketing - Project Outline

Group o o o o o o o Product: Dabur Red About the Product: Oral healthcare product with natural ingredients with mouth refreshing and germ fighting capability priced little lower than the market leaders Company Overview: Dabur India Limited is the fourth largest FMCG Company in India with Revenues of over Rs 6,146 Crore & Market Capitalisation of US $5 Billion. Building on a legacy of quality and experience of over 127 years Dabur operates in key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care, Home-Care & Foods. Dabur has a strong understanding of its consumer base and their needs, their usage habits and their attitudes. This drives Dabur to develop transformational solutions. Methodology: Phase 1: Understanding the Product And Company Dabur & Red Understanding the product and the company thoroughly through available secondary sources like research journals, internet sources and published papers followed by the company research and the other competitors in the same market segment. Phase 2: Primary Research o Detailed study on oral healthcare products, primarily Dabur Red. o Product portfolio in terms of their SKUs and variants. o Analysing the product offerings and extent of customization that the company had done in that product understanding the consumers preferences. o Primary research in terms of retail margins, distribution margins, hiring shelf space and logistics required for Dabur Red, competitive products along with the local players in the rural market. Strategies in terms of communication and promotion with respect to rural market followed by the company and how their competitors differ. o How consumers feel about the products and how do they rank them. Villages under Study: We would be 2 villages surveying we would be would be Sanquelim and Honda which are in north Goa. The rationale behind the selection would be ease of coverage and accessibility. We would carry on with questionnaire and survey based on the comments mentioned by the faculty. No. 3, Rural Marketing Section B Amarshi Ashisha Nanda 2012006 Nachiket Anand Patil 2012030 Gaurav Ashok Maybhate 2012077 Seethraman MS 2012105 Sushovan Saha 2012130 Chennakrishnan S 2012206 Ashwin Mocherla 2012255