Lovely Professional

University

Course code: - 201 Course title: - M.K. T

Course instructor: - Dr: Arun Date of submission: - 7-12-21
Kaushal
Academic task no: 2 Student registration no: -
12001088
Roll no: - RQ2010A11 SUBJECT: - MARKETING

DECLARATION : -
I declare that this assignment is my individual work . I have not copied from any other
students work or from any other source except where due acknowledgment is made
explicitly in the text ,nor has any part been written for me by any other person

Amit Kumar
Evaluator’s comments only (for instructor use only )

General observation Suggestion for Best part of

improvement assignment

Marks obtained ………. Max marks ………….

Signature of evaluator’s ………………………

Rural marketing & advertising is a procedure of growing, pricing, selling, and
dispensing rural specific items and offerings leading to favored exchange with rural
clients to fulfill their needs and wants, and also to gain organizational goals.

▪ % Of Dabur products market in India.

Introduction: -

• Dabur India ltd. Is fourth largest FMCG company in India.

• Largest Herbal company.
• 4000 Distributors in India.
• Retail reach 25,00,000
• 5 umbrella Brands.
• 350 + products
• Number of employees: 7,243
• 15 manufacturing plants.

Company review

❖ Type: public company (NSE)

❖ Industry: FMCG, Health care
❖ Founded: 1884
❖ Founder: Dr .SK Burman
❖ Area served: world wide

Key people
❖ Chairman: Dr Anand Burman
❖ Vice chairman: Mr. Amit Burman
❖ CEO: Mr. Sunil Duggal
❖ Group director: Mr. P.D Narang

Promotion strategy
For attracting more customer, Dabur using following promotional tools in rural
market:
➢ Tv commercial
➢ Radio
➢ Newspaper
➢ Pop display
➢ Wall painting
➢ Video vans
➢ Sales promotion
• Regional brand strategy .
Dabur is trying to capture market by launching products with regional twist
, e. g . sivappu pal podi .

Distribution strategy

➢ Dealer
➢ Whole seller
➢ Agents
➢ Retailer
➢ Kirana store
 Dabur business structure

❖ Consumer care division (CCD)

• Dabur ,Vatika-premium hair care , hajmoila tasty , digestive , real fruit- juice and
skin care products etc. .
• Strategic positioning honey as food products , leading to market leadership
(over 75%) in branded honey market .
• Dabur chyawanparsh the largest selling Ayurvedic medicine with over 67%
market share
• Hajmola tablets in command with 60% market share of digestive tablets
category .

❖ Consumer health division .

▪ Major categories in traditional formulation include :
• Asav Arista’s
• Ras Rasayans
• Churans
• medicated oils
❖ international business division (IDBI)

Spanning the middle east ,North& West Africa ,Eu and the US with its brand Dabur
& Vatika.

Leveraging the Natural preference among local consumers to increase share in

personal care categories .

❖ Employment &livelihood enhancement

1. NARI SHAKTI KENDRA
2. RUDSETI
3. SWALAMBHAN
4. SUNDESH
5. ASTRA

▪ Nari Shakti Kendra

The program being offered under this initiative has been prepared after detailed
discussion with the community and assessing needs . women are particularly
encouraged to take up these income -generation programs and are awarded
certificates after the completion of training . after competing these course , they
are now supplementing their household income . in 2015 -16 they provided
vocational training to 569 women.

▪ SUNDESH

• Is registered voluntary organization with an objective of development of rural

areas .
• The people addressed the most deprived and weaker section of society
including
➢ Woman
➢ children
➢ The illiterate
➢ The unemployment

AIMS & OBJECTIVE

1. To design and implement integrated rural and slum development programs for
health ,education , improved nutrition, and socio economic upliftment .
2. To promote a better awareness and understanding of environment issues.
3. To highlights the link between basic personal and house hold hygiene sanitation
and health .
4. To improve access to affordable quality , health service and expand medical
facilities to rural areas .
5. To empower communities for better control of their live by participating in rural
development program .

▪ Astra
• Dabur users ASTRA to boost rural sales
• ASTRA advanced sales training for retail ascendance
• Shopkeeper selling dabur Indian ,s consumer products would now learn
marketing through role plays .
• Astra training module in all Indian local language .
• ASTRA is a dedicated audio video visual sales training initiative launched
to enhanced the quality of field execution .
• Dabur has a distribution reach of 25 lakh retail outlets across thew
country .
• FMCG has recruited 75 sales and HR mangers across the country .
• The program will address specific needs and expectations of each channel
in the rural areas such as trade activation program ,trade promotion
program , brand focus merchandising etc .
• It will also run refresher training course every six months . each sales
officer in dabur has to work according to a journey cycle that beings on
the first of every months .

Few more trends .

1. IOC , Dabur to tie up for rural marketing

- IOC ,S 1000 retail outlets across the country will stock range of Dabur ‘s
AYURVEDIC PRODUCTS .
2. DABUR goes rural with campaign for immunity .
- 10 lakhs plus students were educated about the need for immunity in 1,000
schools across the country .
3. DABUR AMLA “ BANKE DIKHAO RANI’’ ( it is major campaign for bosting
beauty products )
• Rural beauty contest for young girls.
• Organized on 70 th year of Dabur brand .
• Held across UP, Bihar , MP covering 2000 villages .
• Judging by local elders , village panchayat and women opinion leaders of
each village
• They conducted hair education among women .

4 A’ S FOR DABUR

1. AFFORDABLITY :
Dabur launches its product in small volume packs for rural .
2. Acceptability :

The acceptability for Dabur is very high rural india .

3. Awareness
Sales promotional activities raise the awareness level .
4. Availability
With the retail reach 25,00,000 outlets Dabur meet the rural indiia.
Retail activation :-
Expended retail base in rural market to enhance penetration level of brand .
Wholesalers enrolment in activation
• Special offers on bulk purchase and chance to win .
• Brand visability – contest announcement and merchandise .
➢ Activating retailers
• Buzz creation – mobile inflates , fliers and milk announcement .

Distribution strategy :
Dabur has wide distribution network for its product through dealers and khirana
stores . so they can reach consumer easily.

Strengths .

➢ Competitive pricing
➢ Ayurvedic repository
➢ Stone brand image
➢ Strong financially
➢ Strong research and innovation base
➢ IT base

Weakness .

➢ No direct outlets
➢ Seasonal demands
Opportunities .

➢ Growing awareness of Ayurveda

➢ Improper and unhealthy food habits
➢ Growing rural market
➢ Growing middle class women and beauty sector

Threats :

➢ Allopathic players ; Advertising and distribution .

➢ Growing substitutes

Corporate social responsibility .

✓ Eradicating extreme hunger , poverty and malnutrition .

✓ Promoting and preventive health care through awareness program .
✓ Ensuring environment sustainability .
✓ Employment and livelihood enhancing vocational skills.
✓ Promotion of education especially among children women , elderly .
✓ Contribution of funds provided to technology incubators .
✓ Rural development project .
✓ Incidental activities .

Achievements
 ✓ In 1992 , dabur enter in join venture with Agrolimen of spain the
manufacture and market confectionary items in india .
✓ In 1994 DABUR raised its first IPO .
✓ In 2000, DABUR achieved a turn over rs 1000 crores .
✓ DABUR $ 12.57 B market cap in 20221 .

Conclusion :-

✓ Dabur launch its product in small packs for rural

✓ With the retail reach of 25,00,000 outlets of 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