RURAL MARKETING

SUBMITTED BY:-
PRODUCT:- HIMANI SONA CHANDI PIYUSH TANDAN
COMPANY DETAILS

 Company:-Emami Limited
 Address :_501 Golden Chamber, Link Road
Andheri (w), Mumbai ,Maharashtra
 Emami Limited, the Rs 700 crore personal
and healthcare major
HISTORY OF EMAMI

 Started by two child hood friends Mr. R.S. Agarwal

and Mr. R.S. Goenka in early seventies.
 The company was started with a meager amount of
Rs. 20,000.
 A dream of reaching out to the Indian middle class
 The company started manufacturing cosmetic
products as well as Ayurvedic medicines under the
brand name of Emami from a small factory in Kolkata. 
 
CONTD…

 In 1978, Himani Ltd almost a 100 years old

(incorporated as a Private Limited Company
in 1949) had become sick unit and was up for
sale.
 Mr. Agarwal realized the opportunity and
acquired Himani 
ABOUT THE PRODUCT

 Sona Chandi Chyawanprash is the premier

brand from the house of Emami
 Himani Sona Chandi Chyawanprash takes
great pride in providing its consumers an
effective immunity builder that fortifies the
entire system and an ideal rejuvenator for our
body and mind
WHY NAME SONA CHANDI

 SONA – Since ancient times Gold has been

known to fight toxic elements within the
body. It also tones up cardiac muscles and
improves blood circulation. By boosting
immunity system, it protects the body from
diseases. Thus gold acts as complete
rejuvenator.
CONTD…..

 CHANDI – It is an excellent toner of the brain

and nervous system. It activates neurons in
the brain to enhance memory power,
increases mental energy and improves
concentration. It helps in making brain sharp
& alert.
MARKET SHARE
SWOT ANANLYSIS
STRENGTH OPPORTUNITY
 Powerful brands Lots of opportunity as it is a
Pan-India presence aayurvedic with no side effect
Young and dynamic team Untapped rural market
Efficient operations People now a days more concerned
Celebrity brand ambassadors for health
Innovative research
Strong financials

WEAKNESS THREATS
Only weakness is that consumer Biggest threat is Dabur
perception of the brand that realy it Other are Zandu which is now owned
contains sona and chandi by parent firm and baidyanath
Distribution Network
1. Emami covers all the states with 29 depots
across India
2. Enjoys a wide distribution network comprising
2500+ distributors
3. A direct coverage of 4.15 lacs outlet
4. Has 1200+ strong and motivated Sales Force
including both direct & indirect manpower
operating in the market. 
5. In modern format outlets effectively selling in
the market directly or through exclusive
distributors
6. The Company is covering over 4000+ key
accounts and is expected to double the sales
in 2008–09.
Contd…

 The Company is investing heavilyin sales and

distribution ITapplications systems at the
distributor’s end to substantially improve
information flows
 Tie-up with fuel retail chains like IOC through its
Kisan Seva Kendras to increase rural distribution
 Initiation of a project called Navodaya with
Ernst & Young to revisit all sales and distribution
strategies
Participation in melas
(Sonepur,
Baliyatra, Meerut,
Shravan and Rath)
to promote products
Research and Development
 In view of the fact that innovation represented the company’s
principal driver, the company continued to strengthen its R&D
Infrastructure
Market study integrated with ideas from internal database

Series of trials

Internal specifications at each level

External approval

Coordination between production, QC and R&D team

Toxicity trial Pharmacology trial

Clinical trial 
INDUSTRY AND COMPANY GROWTH

 India’s FMCG industry grew 14.8% in 2008-09,

 Emami grew 29.1% in 2008-09
 Industry overview
 India’s FMCG sector is the fourth largest sector with a
USD 25-billion size in 2008.
 It is a key component of India’s GDP and is a significant
(direct and indirect) employer employing three million
individuals in downstream activities across small towns
and rural India.
 The FMCG industry in India witnessed strong double
digit growth over the last three years
Strategy

 Creating niche categories

 Strong R&D delivering innovativeproducts
 International reach
 Penetrative marketing and distribution
 Our strategy will be to pursue growth,
adopting both organic and inorganic routes,
reinforcing our position as a rapidly growing
corporate
Sona Chandi Chyawanprash

 Promotional line: ‘Sona De Surakshit Tan,

Chandi De Tez Dimag’
 Product ideology: Builds immunity,
strengthens body, sharpens mind
 Product attributes: Rich in vitamin A, C, D3,
calcium, iron, protein and carbohydrates;
contains gold, silver, saffron and 51 rare herbs
 Major competitors: Dabur and Baidyanath
 Product differentiation: The goodness of amla and
herbs are strengthened by gold and silver, thanks to
Himani Ayurveda Science Foundation 5.8% volume
growth from Jan – Dec’08 (Source: AC Neilsen)
 Modern packaging
 Brand strategy: The brand focuses on big markets
with strong visibility; spoon chyawanprash was
recently test-launched, enhancing affordability and
creating a niche
 Advertising: The Company’s new television
commercial with Shahrukh Khan emphasized
the benefits of sona and chandi.
 In addition, door-to-door activity, wall
painting, dealer boards, rural vans and
participation in fairs and festivals along with
regular point-of-purchase marketing
collaterals (posters, danglers, banners,
among others) are being done
PROMOTIONAL PLAN

 Hire a leader or panch from the village for

the brand communication.
 Contact schools of villages and give sample
in their day meal
 Organize compitetion in school of rural area
like games ,drawing,essay writing etc.
 Give free sample in rural area
Contd….

 Hire peoples from the village as a sales person

and generate employement
 This will give opportunity to earn as well as self
awareness of the peole
 Can create mobiles shop to covers small to large
villages with population ranging from 1500-5000.
 Company can do like they does not take any
deposit from the selected individuals and takes
back unsold stocks if required
Contd…

 Gives special incentive scheme to the shop

owner of the rural area and promotional
banners.
 They can sponsors subsidized treatment of
the needy in best-in-class hospitals to create
brand awareness.
 Can go for local celebrities to promote in local
language to rural peoples.
Future Expansion & New Product
Development

 Emami’s strong R&D and aggressive

marketing capabilities enable it to identify
emerging needs and aspirations of
consumers and convert them into
opportunities.
 Company is in the process of commissioning
another state-of-the-art factory in north-east
India, enjoying economic benefits.
 Innovation & Suggestion

 Company can create new usage of the

product like :
1. Children can have sona chandi with milk.
2. Can have it with chappaties
 Company can intoduce it in form of
chocolates
 Can introduce in a small sachet form
 Company can introduced Sona Chandi Kesar
Chyawanprash
 It can intends to attract health conscious and
diabetic patients through less sweetened and
zero-calorie product versions
 It can intends to position itself as a complete
food supplement for pregnant women
Strategy for Capturing
Market share in Rural Market
 By giving employment to the rural people
 By giving free guddies in buying sona chandi
 Small affordable packs to rural people
 Giving scholarship to the children as a hidden
coupon in packet
Industry Growth Rate Vs Company
Growth Rate
 Category growth (ACN April 07 –March 08): While
the overall market for Chyawanprash degrew
3.2% in volume and 0.8% in value, Sona Chandi
grew 17% in volume and 13% in value
 The company’s financials show it has repeatedly
outperformed the industry standards
 Emami Ltd has maintained a CAGR of 25% over
the last three years compared to the industry
average of 16-17%.