Dabur is India's fourth largest FMCG company with a focus on herbal and natural products. It has over 4000 distributors and retail reach of 2.5 million outlets in India. To target rural markets, which make up 72% of India's population, Dabur uses promotional strategies like TV, radio, newspapers and in-person events. It also tailors regional branding and distributes through local dealers, wholesalers and retailers. Dabur provides sales training to shopkeepers on marketing and sells smaller product packs tailored to rural customers' needs. The company leverages its brand trust and natural positioning to expand in rural India where acceptability is high.

1. ANALISYS OF DABUR RURAL
MARKET AND ITS
STRATAGIES

3. By:
MBA- Marketing & Sales
VIVEK UPADHAY

4. Introduction
Dabur India Ltd. is the fourth largest FMCG Company in India.
• Largest Herbal & Natural Portfolio
• 4000 Distributors in India
• Retail Reach 2,500,000
• 5 Umbrella Brands
• 350+ products
• 4000 employees
• 15 Manufacturing Plants

5. Dabur’s Business Structure
• Consumer Care Division (CCD)
Dabur (Ayurvedic), Vatika - Premium hair care, Hajmola -
Tasty digestives, Real - Fruit juices & beverages, Fem –
Fairness bleaches & skin care products
• Strategic positioning of Honey as food product, leading to
market leadership (over 75%) in branded honey market.
• Dabur Chyawanprash the largest selling Ayurvedic medicine
with over 65% market share.
• Hajmola tablets in command with 60% market share of
digestive tablets category.

6. • Consumer Health Division (CHD)
• Major categories in traditional formulations
include:
- Asav Arishtas
- Ras Rasayanas
- Churnas
- Medicated Oils

7. • International Business Division (IBD)
• spanning the Middle East, North & West Africa, EU and the
US with its brands Dabur & Vatika.
• Leveraging the 'Natural' preference among
local consumers to increase share in personal
care categories.

8. Rural Marketing
• Rural marketing is promotion of a company's
products in the rural market buy using
strategies which differs from that of urban
market, the rural market is more price
sensitive but it has preference for quality.

9. Why Rural market?
• The rural population is 72% of total Indian
population
• Literacy level (25% before independence –
more than 65% in 2001)
• MART, the specialist rural marketing and rural
development consultancy has found that 53
per cent of FMCG sales lie in the rural areas.
• Of two million BSNL mobile connections, 50
per cent went to small towns and villages.

10. • The rural market is zooming ahead at around
25 per cent annually.
• "The rural market is growing faster than urban
India now," says Venugopal Dhoot, chairman
of the Rs 989 - crore (Rs billion) Videocon
Appliances.
• "The urban market is a replacement and up
gradation market today," adds Samsung's
director, marketing, Ravinder Zutshi.

11. RURAL MARKETING STRATEGIES BY DABUR
• Promotion Strategy
• For attracting more customers Dabur using
following Promotional tools in rural market:
• TV Commercial
• Radio
• News Paper
• POP display
• Wall panting
• Contest in Melas or Haats
• Video vans
• Sales Promotion

12. • Regional branding strategy
• Dabur is trying to capture market by launching
products with a regional twist, e.g. Sivappu Pal
Podi.
• Distribution Strategy
– Dealer
– Whole seller
– Agents
– Retailer
– Kirana store

13. • Dabur uses Astra to boost rural sales
• ASTRA- Advanced Sales Training for Retail
Ascendance
• Shopkeepers selling Dabur India’s consumer
product would now learn marketing through
role plays
• Astra training consultancy module in five
languages: Bengali, Tamil, Telegu, Malayam
and Kannada.

14. Few more trends
• IOC, Dabur to tie up for rural marketing
– IOC’s 1,000 retail outlets across the country will stock
a range of Dabur’s Ayurvedic products.
• Dabur goes rural with campaign for immunity
– 10 lakh-plus students were educated about the need
for immunity in 1,000 schools across the country.
• ‘Dabur Gulabari Miss Fresh Face of UP 2009’
– The hunt will cover nine major cities viz
Kanpur, Lucknow, Meerut, Gorakhpur, Ghaziabad, Agr
a, Noida, Allahabad and Varanasi.

15. SWOT
Strength Weakness
• Market leader • Not reducing costs
• Innovation • lack of patents
• Lower costs • Limited customer base
• Extensive customer base • limited product line
• 125 year trust
Opportunity Threat
• Export opportunities •Consumer lifestyle
• Governmental support changes
• Changes in technology •Increased competition
• Increase in awareness •Price wars
•Rising costs

16. 4 A’s for Dabur
Dabur launches its product in
small volume packs for rural
With the Retail Reach The Acceptability
2,500,000 outlets Dabur for Dabur is very
meet the rural India. high in rural India
Sales promotional
activities raise the
awareness level .