RURAL MARKETING

STRATEGIES:-






11/30/2011

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Index
Sr.no Topics
Page
no
Sign

1
2
3
4


5



Introduction
Summary OI Marketing
Mix
Dabur Chyawanprash
Marketing Mix oI Dabur
Chyawanprash

USP oI Dabur
Chyawanprash

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INTRODUCTION

',-:7 is one oI the most prominent companies oI India. It is also one oI the
constituents oI NiIty.',-:7 Indi, Limited is the Iourth
largest FMCG Company in Indiawith Revenues oI US$910 Million (Rs 4110
Crore) & Market Capitalization oI US$4 Billion (Rs 20,000 Crore). Building on a
legacy oI quality and experience oI over 125 years, Dabur operates in key
consumer products categories with interests in Health care, Personal care and Food
products. Dabur (Dabur India Ltd.) is India's largest Ayurvedic medicine
manuIacturer. Dabur's Ayurvedic Specialities Division has over 260 medicines Ior
treating a range oI ailments and body conditions Irom common cold to chronic
paralysis.
Dabur drives its corporate social responsibility (CSR) initiatives through Sundesh.

Sustainable Development Society (Sundesh) is a non proIit organization started by
S.K Burman, the Iounder oI Dabur India Ltd., and devoted to the cause oI the
upliItment oI the society by carrying out welIare activities in the spheres oI health
care, education and other socio-economic activities.
Dabur has been ranked as the 45th most trusted brand in India by The Brand Trust
Report, India study 2011.
Over its 120 years oI existence, the Dabur brand has stood Ior goodness through a
Natural liIestyle. An umbrella name Ior a variety oI products, ranging Irom hair
Care to honey, Dabur has consistently ranked among India`s top brands. Its brands
are built on the Ioundation oI trust that a Dabur oIIering will never cause one harm.
The trust levels that this brand enjoys are phenomenally high.
Dabur India Ltd. made its beginnings with a small pharmacy, but has continued
to learn and grow to a commanding status in the industry. The Company has gone
a long way in popularizing and making easily available a whole range oI products
based on the traditional science oI Ayurveda. And it has set very high standards
in developing products and processes that meet stringent quality norms. As it
grows even Iurther, Dabur will continue to mark up on major milestones along
the way, setting the road Ior others to Iollow.

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Dabur identiIies nature-based Ayurvedic medicines as its area oI specialization.
It is the Iirst Company to provide health care through ScientiIically Tested and
Automated production oI Iormulations based on our traditionalscience.

There are numerous product Dabur manuIactures they are Hair Care, Oral Care,
Health Care, Skin Care, Home Care & Foods products.





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SUMM# OF M#%ING MIX:-

The Iollowing is a diagram that summarizes the marketing mix, the
4Ps.



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0AuR
CHYAwAtPRASH.-





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U# CHNP#SH:-
Dabur Chyawanprash, The Health Giver

DABUR CHYAWANPRASH, the trusted name Ior your entire Iamily`s health.`
Dabur Chyawanprash has anti-oxidant properties & strengthens your body's
internal deIense mechanism, the immune system, thereby protecting you Irom
everyday inIections, cough, cold & stress etc.

At a time when Ilu and viruses are everywhere, your immunity system provides the
best prevention Irom these deadly diseases. Chyawanprash, , time-tested, age-old
Iormulation has a number oI herbs like Amla, known to be one oI the best
antioxidants, Giloy (Guduchi) known to have immuno modulatory properties,
,nd has more than 40 other natural ingredients, to boost immunity.
O Derived Irom 2,500-year-old Ayurvedic Iormula
O Totally chemical-Iree, natural and saIe
O PowerIul combination oI herbs and plant extracts in a base oI Amla Iruit
pulp
O ReIined by Dabur to provide traditional goodness with best quality
O ReinIorces the immune system & helps Iight disease
O Trusted health provider oI a majority oI Indian households.
Usage:-
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency oI jam. It
can be taken directly or with milk and as bread spread. In all cases, its therapeutic
properties remain stable and active. In winters, have a glass oI warm milk aIter
having Chyawanprash. In summers, have a glass oI cold milk aIter having
Chyawanprash.
Dose:-
1-2 teaspoonIuls.
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Dabur Chyawanprash is the market leader in the Chyawanprash segment and has
achieved this with its innovative product oIIering, pricing strategy, easy
availability and promotion campaigns. In the marketing mix oI Dabur, we shall be
discussing the 4 P`s oI marketing mix with respect to Dabur Chyawanprash.
P#OUC%:-

Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share oI 61 per cent. In 50s Dabur pioneered the
concept oI branded Chyawanprash and since has invested heavily in
product development, clinical studies and consumer awareness. The
product is essentially a health supplement.

1. Packaging:-

The Iigure above shows the evolution oI the packaging oI Dabur Chyawanprash.
Dabur continuously innovates the package and branding oI its chyawanprash. It
launched Dabur Chyawanprash Iirst in 1949 in a tin pack and it was the Iirst
branded Chyawanprash in India. Later Dabur came out with its new packet oI
Chyawanprash with Amitabh Bachchan as their brand ambassador. It also
received 'Brand Relaunch oI the Year 'award Irom IMA.

2. Available in diIIerent size:

Dabur Chyawanprash is available in three sizes to cater to the needs oI diIIerent
types oI people.

1. One kilogram pack
2. 500 gram pack
3. 250 gram pack

3. Quality:

Quality oI the product is really unmatchable as it is tested number oI times and its
products are processed using very advanced machinery and technology.



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P#IC:-

1. PRICE DISCRIMINATION:-

The pricing oI Dabur Chyawanprash is very competitive. Dabur Chyawanprash use
second degree price discrimination i.e more the quantity, lower the price.
1kg Rs.195.00
500gms Rs.110.00
250gms Rs.62.00

2. DISCOUNTS:-

There are diIIerent discounts Ior retailers, stockiest and consumer Irom
time to time and during Iestivals special oIIers are given.

3. ALLOWANCE:-

Special allowances are given to stockiest salesman iI he achieves his
Targets.
















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PLC:-

Dabur has a very wide distribution oI its products through 1.6 million retail outlets
and 50 C & F agents all over India who distribute products to the retailers. A
Distribution oI C & F agents and manuIacturing locations is given below.
Dabur`s distribution network extends beyond India in the Iollowing countries as
well:

1. ist7i-:tion Netwo7

Central, North & South America
Australia
Asia
Middle East
North & South AIrica
East & West Europe.
Covering 1.9 million retail outlets
High penetration in Urban and Rural areas

2. ist7i-:tion St7,tegies:
O Dealer
O Whole seller
O Agents
O Retailer
O Kirana store


3. Ch,nnel Motiv,tion:
Channel motivation Ior Dabur is PULL and PUSH strategy.




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P#OMO%ION:-

The main Iorm oI promotional activities oI Dabur chyawanprash are concentrated
towards advertising and it has negligible sales promotional activities.

1.dve7tising

Nothing can happen without establishing the brand`s heritage emphasizing
technological prowess, explaining beneIits and building bonds with prospective
buyers. Ads are necessary because the images are still moldable and Iluid and
the consumer`s sophistication level is low. Dabur Chyawanprash is advertised
on print media as well as on television.
The company has launched two ads, one each with Amitabh Bachchan and Vivek
Oberoi,
The ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year. The ads
would also be translated in Bengali.
The company has launched a new ad with M.S. Dhoni who is captain oI Indian
cricket team.

2.,-:7 :ses st7, to -oost 7:7,l s,les:-

Shopkeepers selling Dabur India's consumer products would now learn marketing
through role-plays staged by proIessional actors at their shops. As part oI a recent
initiative titled Astra, advanced sales training Ior retail ascendance, FMCG major
has recruited 75 sales and HR managers across the country who would educate
over 2,000 distribution channel partners oI the Iirm about the complexities oI sales
and distribution through the audio-visual medium.

Dabur has a distribution reach oI 25 lakhs retail outlets across the country.
About 75 per cent oI the company's sales come Irom rural areas, hence, it has
created the Astra training consultancy module in Iive vernacular languages,
Bengali, Tamil, Malayalam and Kannada.

3.:/09

Budget is decided by Iinance team Ior diIIerent strategic business unit.

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UNIQU SLLING P#OPOSI%ION (USP):-


Every product should have USPs; at least some Ieatures which are unique. The
organizations must create USPs oI their brands and eIIectively communicate the
same to the target audience.
The marketers must themselves know what best their product can do.
Find out how the products can be useIul to the end-users?
Communicate the USPs to the target audience through eIIective ways oI
advertising. Use banners, slogans, inserts and hoardings.
Let individuals know what your brand oIIers Ior them to decide what is best
Ior them.
USP OF U# CHNP#SH IS :-
'To strengthen their body`s internal deIense mechanism and Iight
against germs, inIections and stress.


That`s the image oI Dabur Chyawanprash in the minds oI consumers.













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lll06RAPHY.-

WEBSITES:-

www.wikipedia.com
www.dabur.co.in
www.managementparadise.com

NEWSPAPER:-

ECONOMIC TIMES.