Project on

A COMPREHENSIVE MARKETING PLAN FOR

RURAL INDIA DABUR

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF

Prof. MOHD. CHAND RASHID

Submitted by:
Unnati Mittal 22GSOB2010096
Vinit Kumar 22GSOB2010234

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 TABLE OF CONTENT
TITTLE PAGE NO.

EXECUTIVE SUMMARY 03

INTRODUCTION 04
I. OBJECTIVE OF THE STUDY 07
II. BRAND MANAGEMENT STRATEGY 08
III. RURAL MARKETING STRATEGY OF DABUR 13

METHODOLOGY 16
I. DATA ANALYSIS AND INTERPRETATION 17

RECOMMENDATIONS 22

CONCLUSION 24

APPENDICES 26

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 EXECUTIVE SUMMARY

Dabur India Limited is a leading consumer goods company in India, specializing in

healthcare, personal care, and food products. With a legacy of over a century, Dabur has
leveraged the principles of Ayurveda and nature to develop high-quality products for
consumers. The company's corporate philosophy emphasizes the importance of knowledge
and nature in driving growth and innovation.
Dabur's vision is dedicated to the health and well-being of every household, guided by the
founder's ethos of providing comfort to others. The company's mission is to be the leader in
the natural foods and beverages industry, achieved through consistently delighting consumers
with quality products, becoming the company of choice for business partners, and delivering
higher returns to stakeholders.
The product line of Dabur includes a wide range of offerings across various categories such
as foods, health care, baby care, health supplements, digestives, nature care, and personal
care. Some notable brands include Real, Vatika, Dabur Chyawanprash, and Dabur Amla.
Dabur has achieved several milestones throughout its history, from its humble beginnings in
1884 to becoming a multi-billion-dollar company with a global presence. The company has
continuously innovated its products, expanded its market reach, and embraced technology to
enhance efficiency and quality.
Technologically, Dabur has invested in IT infrastructure, including the migration to a
centralized SAP ERP system, implementation of WAN infrastructure, and extension of IT
services to plants and distribution networks. Future challenges include integration with
distributors and suppliers, implementation of POS systems, and SAP roll-out to new
businesses.
Environmental sustainability is a core focus for Dabur, demonstrated through initiatives like
the Sustainable Development Society (Sundesh) aimed at improving rural livelihoods,
conservation of medicinal plants, and green initiatives in manufacturing processes.
Dabur has also ventured into joint ventures and subsidiaries to expand its business globally.
Joint ventures with international firms and subsidiary units complement Dabur's core
business and contribute to its growth strategy.
In summary, Dabur India Limited has established itself as a leader in the consumer goods
industry through a commitment to quality, innovation, and sustainability, guided by its core
values and principles.

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 INTRODUCTION

Dabur India Limited is one of the leading consumer goods companies in India with interests
in healthcare, personal care, and food. For more than a century Dabur has worked in active
collaboration with nature to provide the best of herbal health and personal care products to its
consumers. Today, Dabur is all set to take this abundant knowledge of Ayurveda to global
frontiers.

Dabur India Limited is the fourth largest FMCG Company in India with interests in Health
care, Personal care, and Food products. Building on a legacy of quality and experience for
over 100 years, today Dabur has a turnover of Rs.2233.72 crore with powerful brands like
Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola & Real.

CORPORATE PHILOSOPHY:

Knowledge is the key to growth in today's world. Whatever the industry, it is the knowledge,
that provides cutting edge to individuals and organizations. For more than a century nature
has been a rich source of knowledge for Dabur. Nature has not only given us the ingredients
for all our products but has also taught us how to create harmony within and without the
organization. Nature has inspired us in all our acts. Ayurveda - the science of life is based on
principles of nature. All Ayurvedic preparations have their ingredients derived from Nature.
Dabur has converted the healing properties of natural ingredients and the age-old knowledge
of Ayurveda into contemporary healthcare products to alleviate the health problems of its
consumers. Dabur is committed to expanding the reach of this age-old knowledge of
Ayurveda and Nature through the web. Through the web, they aim to overcome the physical
boundaries to take the Ayurvedic way of life to global frontiers. Dabur India Limited
understands its responsibility as a corporate house. We have not only set our sights on
increasing the turnover and profitability of the company but also on propagating Ayurveda -
the Indian system of medicine.

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STP ANALYSIS OF DABUR PRODUCTS

SEGMENTATION

Vatika Hair Oil was introduced at a premium of nearly 100% compared to the market leader.
This indicated that Dabur aimed to target the premium segment of the market, which
prioritized hair nourishment over price sensitivity.

TARGETING

This strategy aligned with Dabur's proposition and overarching brand strategy of offering a
premium, up-market product tailored to individual needs rather than conforming to the
collective culture of the category. The target audience was high-income urban consumers.
Due to its higher price point, the product primarily appealed to the urban market rather than
the rural market, where consumers are more price-sensitive. Positioned with ingredients like
amla, henna, and lemon extracts, the product was aimed at young, contemporary, educated,
multifaceted, achievement-driven, and confident women, positioning them as the
quintessential "Vatika Woman."

POSITIONING

Branding itself as a 'Total Hair Care' brand, Vatika capitalized on the consumer insight that
many women in contemporary India are concerned about hair issues caused by urban
pollution, dietary changes due to geographical mobility, and other factors. By offering a hair
oil that combines the benefits of natural products in one package, Vatika carved out a niche
for itself as the ultimate hair care solution.

"Natural" offering:

Vatika positioned itself as a brand that embodies traditional wisdom about health in a modern
format. It believes in nature's ability to address day-to-day health concerns, particularly in
hair and skincare. In a world where modern living leads to significant stress, the Vatika brand
promises natural ingredients that rejuvenate and protect the human body, presented through
contemporary, modern products.

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The Vatika Woman:

Representing a young, contemporary, educated, multifaceted, achievement-driven, and

confident persona, the Vatika brand resonates with women who see it as a reflection of their
ideals. Through the concept of the "Vatika Woman," the brand seeks to establish a new
positioning in the minds of the modern woman.

COMPANY OVERVIEW

Dabur Ltd is a multinational consumer goods company based in Ghaziabad, India. It was
founded by S. K. Burman and specializes in manufacturing Ayurvedic medicine and natural
consumer products. Dabur is one of the largest FMCG companies in India, deriving
approximately 60% of its revenue from the consumer care business, 11% from the food
business, and the rest from its international business unit.

Dabur is a company that was founded by Dr. S. K. Burman in Kolkata way back in 1884. Dr.
Burman was an Ayurvedic practitioner who formulated medicines to treat diseases such as
cholera, constipation, and malaria. He started selling his medicines on a bicycle in Bengal,
and his patients soon started referring to him and his remedies as "Dabur," which is a
combination of "daktar" (doctor) and Burman. Later, he began mass-producing his Ayurvedic
formulations.

Dabur's first R&D unit was set up by C.L. Burman. However, his grandson, G.C. Burman,
faced labor unrest in Kolkata and eventually moved the factory to Delhi, where his brothers
later relocated. The business thrived in Delhi, and the company's headquarters were
established there. As business historian Sonu Bhasin puts it, "Calcutta's loss was Delhi's
gain."

Dr. Anand Burman, the current chairman, and Amit Burman, the vice-chairman, are part of
the fifth generation of the Dabur family. They were among the first business families in India
to separate ownership from management, handing over the management of the company to
professionals in 1998.

In 1997, Dabur set up a wholly-owned consumer goods subsidiary called Dabur Foods, under
which it launched its fruit juice brand called Real.

In 2022, Dabur acquired a 51% stake in Badshah Masala, an Indian spices company, for ₹588
crore.

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OBJECTIVE OF THE STUDY

1. To understand the demand pattern of Dabur Chyawanprash products in the rural market,
one needs to analyze factors such as consumption habits, purchase frequency, reasons for
purchase (e.g., health benefits, cultural significance), seasonal variations in demand, and
distribution channels utilized in rural areas. This can be done by conducting surveys,
interviews, and market research in rural regions to gain insights into the demand pattern,
including the primary demographics, packaging sizes, pricing preferences, and any
challenges in accessing the product.

2. Determining the proportion of household income spent on the consumption of Dabur

FMCG products involves conducting household surveys or using secondary data sources.
This can help to identify the affordability of Dabur products, assess their value proposition
compared to competing brands, and gauge their potential for market growth.

3. To understand the image of Dabur products in the eyes of consumers, qualitative research
such as focus groups or in-depth interviews can be conducted. This includes assessing factors
such as product quality, reliability, effectiveness, brand reputation, packaging, and pricing.
Analyzing consumer feedback and reviews from various channels, including social media and
online platforms, can also provide insights into the brand's image and reputation.

4. Analysing Dabur's market penetration strategy for the rural market involves evaluating
Dabur's distribution channels, pricing strategies, promotional activities, and product
positioning specifically tailored for rural consumers. The effectiveness of these strategies in
reaching and engaging rural consumers, expanding market share, and addressing competition
from local and national brands needs to be assessed. Additionally, understanding how Dabur
adapts its marketing mix to cater to the unique needs, preferences, and socio-economic
characteristics of rural consumers is crucial for strategic decision-making and future growth
plans.

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BRAND MANAGEMENT STRATEGIES

This case study delves into Dabur's brand management strategy for its personal care product
line, specifically Dabur Vatika. The study provides an overview of the brand's journey from
its launch in 1995 to becoming a Rs 1 billion brand by 2003. It examines the key objectives
and elements involved in Vatika's brand-building efforts, including marketing strategies such
as brand management tactics, product differentiation, utilization of packaging as a marketing
communication tool, selection of appropriate celebrities, and their impact on brand equity,
and brand extensions and communication strategies.

Before the introduction of Dabur Vatika, the company was perceived as a conservative brand
that specialized in herbal and ayurvedic products. However, Vatika's launch marked a
significant shift in this perception, propelling Dabur into the league of top FMCG companies
in India within six years. Vatika's success was attributed to its differentiated product offering
and focused brand-building efforts.

Dabur's approach involved differentiation at every level, from positioning to packaging. At

its launch, Vatika was positioned as a value-added hair oil enriched with natural ingredients
like henna, amla, and lemon. This challenged the dominance of plain coconut oil brands in
the market, particularly Marico's Parachute.

Given the above information, two questions come to mind. Firstly, what factors contributed
to Vatika's rapid ascent to becoming a leading brand within such a short timeframe, despite
being a relatively new brand (introduced in 1995)? Secondly, how significant was the role of
marketing communications in the success of Dabur Vatika as a brand?

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IMPORTANCE OF RURAL MARKETS IN DABUR'S GROWTH STRATEGY

The growth of Fast-Moving Consumer Goods (FMCG) companies has been in the spotlight
due to the slowdown in volume growth of many big names in the last year, as a result of
sluggish demand in rural areas in India. According to a recent report by market analytics firm
Kantar, the sector will experience subdued growth until the September quarter of the financial
year 2025.

While rural India was a key driver of growth a few years ago, rural demand has dropped
below urban demand in the previous financial year due to high inflation. The new-age
channels like modern trade and e-commerce have been driving urban growth. Although rural
demand continues to lag behind urban demand, the gap between both has been shrinking,
indicating a sequential revival in demand from the hinterland.

However, Dabur has seen demand from the hinterland return to the growth trajectory and
outpace urban demand in Q3 of this fiscal year. Rural growth for Dabur was 200 bps higher
than urban growth in Q3, thanks to several initiatives rolled out to seed demand in the
hinterland. Dabur has been investing in expanding its rural footprint, which has expanded by
17,000 villages in the current fiscal year from 100,000 to 117,000. The company aims to end
this year with a rural coverage of 1.2 lakh villages. Even syndicated data shows that Dabur's
rural distribution has grown the highest among FMCG peers, giving the company a distinct
advantage and helping it reap the benefits of the improvement in rural consumer sentiments.

Dabur has also expanded its product basket in the rural market by introducing newer
affordable and rural-specific packs across categories to feed these markets and push demand
growth. Similar initiatives will continue. The company has also invested in consumer
activations in rural India to better reach out to consumers in the hinterland, allowing them to
touch, feel, and experience its products.

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With continued Capex in infrastructure building by the government, Dabur believes it's only
going to improve from here. While the rural consumer may generally be seen as less affluent
than their urban counterpart, aspiration levels in rural India have grown, and they also aspire
to use the same brands that they see advertised on television. With the growing penetration of
the internet and smartphones, rural consumers are as aware as their urban counterparts.
Today, they seek special products like Dabur Amla Hair Oil and the Gulabari skin care range.

Dabur believes that direct engagement with the consumer is the best way to reach out to the
rural populace. In rural India, the company has always moved beyond traditional media
options and speaks to consumers through a host of special initiatives that not only engage
them but also give them an opportunity to touch, feel and experience the products. Be it
through participation in haats, nukkad nataks, or innovative consumer activations, Dabur has
captured what is today the most expensive piece of rural real estate – the consumer mind-
space.

To drive growth, Dabur is looking at both urban and rural markets. In the urban markets,
where expansion is driven by e-commerce, modern trade channels, and expansion of mini
metro and class one towns, the company is focusing on premiumisation with large pack sizes.
It is also introducing new brands in the premium category, particularly on e-commerce
platforms, that relate with the millennials and centennials.

Dabur is also restaging its core to reach out to Young India. The company is looking at three
key aspects here. The first is to build stronger scientific claims for each of its products and
back them up with scientific data and clinical trials. In addition, it will be increasing the
relevance of its time-tested and efficacious products by introducing new-age formats and
introducing aspirational packaging for its products. The repackaging exercise aims to tap into
this younger user base by making the pack more consumer-friendly with ergonomically better
designs that are easier to hold and use.

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Dabur currently has eight power brands in India. Its intent is to develop these power brands to
power platforms by introducing a range of products and formats under each of these power
brands, thereby extending the portfolio and expanding the total addressable market. The
company has already introduced Dabur Chyawanprash in tablet and powder formats, Dabur
Red Paste in a modern Gel format, and Dabur Honitus in ready-to-drink kaadha format, to
name a few. Such innovations will continue going forward.

UNDERSTANDING RURAL CONSUMER BEHAVIOR

Consumer behaviour in rural areas encompasses the actions and decisions of individuals and
households within these regions when purchasing goods and services for personal use. It
involves a comprehensive examination of the psychological and physiological factors that
influence how rural consumers respond to marketing efforts. This behavior is evident in the
planning, acquisition, and utilization of economic goods and services. With approximately
70% of India's population residing in rural areas, understanding rural consumer behavior is
crucial due to the diversity in purchase decisions and product usage observed within this
demographic.

Culture:

Culture significantly shapes the behavior of individuals in rural settings. As individuals grow
up in rural environments, they adopt values, perceptions, and behaviors influenced by their
families and communities. Rural culture, characterized by rituals, festivals, and seasonal
activities, impacts purchasing decisions. Scholars define culture as the collective
programming of the mind that distinguishes one group from another. It influences behavior
through values, heroes, rituals, and symbols unique to each cultural group.

Product Packaging:

Packaging plays a vital role in rural markets, affecting affordability, product identification,
usability, and appeal. Primary packaging protects products, while secondary packaging
enhances aesthetics and sales appeal. Packaging for rural areas requires special attention due
to challenges such as poor transportation and storage facilities. Packaging materials have

11
evolved, with tetra packs offering longer shelf life without refrigeration. Bright colors and
distinctive branding elements help rural consumers recognize and remember products.

Price:

Price reflects the amount consumers must pay to use a product and influences purchasing
decisions. While rural consumers value affordability, they prioritize value for money over
price alone. Government development schemes have increased rural purchasing power, but
consumers still prefer products offering basic functions at reasonable prices. Reference
pricing, based on past experiences or comparable products, guides rural consumers'
perception of affordability.

Family Size:

Family size and structure influence rural consumer behavior, with larger families consuming
more products. Larger families often opt for family or economy pack sizes. As family income
increases, so does consumption, leading to multi-brand consumption within product
categories. Changes in family structures, such as transitioning from joint to individualized
living arrangements, impact product demand.

Age:

Age also influences product preferences and consumption patterns in rural areas. Young
adults tend to favor products such as motorcycles and mobile phones with advanced features,
while elders may prefer simpler, basic options. Consumption trends vary across age groups,
reflecting diverse needs and preferences.

Advertising:

Communicating with rural consumers poses unique challenges due to low literacy rates,
limited media exposure, and cultural diversity. Simplified, logical messaging is essential for
effective communication. Radio and television are popular media channels in rural areas,

12
with outdoor advertising, such as wall paintings and hats, providing additional opportunities
to reach large audiences.

Understanding these factors is essential for developing targeted marketing strategies that
resonate with rural consumers and drive brand success in these markets.

RURAL MARKETING STRATEGY OF DABUR

Rural marketing involves tailoring promotional strategies to effectively reach and engage
with customers in rural areas, recognizing their distinct preferences and needs. With 72% of
India's population residing in rural areas and rural markets contributing significantly to
FMCG sales, companies like Dabur are intensifying their efforts to tap into this vast
consumer base.

Dabur, positioned as the fourth largest FMCG company in India, employs various
conventional promotional tools such as TV commercials, radios, newspapers, point-of-
purchase (POP) displays, wall paintings, melas (fairs), haats (weekly markets), video vans,
and sales promotions to penetrate rural markets.

The company adopts diverse strategies tailored to rural consumers' preferences and
behaviors:

- Conducting health camps in schools to promote products like toothpaste and Chyawanprash.

- Introducing beauty pageants to endorse beauty products.

- Leveraging word-of-mouth publicity by encouraging rural consumers to experience

products firsthand.

- Implementing a regional branding strategy, launching products with regional variations to

appeal to diverse consumer preferences.

- Equipping the sales force with mobile phones for efficient sales reporting and leveraging
data analytics to predict consumer buying patterns.

- Utilizing IT services for customer information and feedback collection.

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Under Project Double, Dabur strategically targets specific villages using digitized maps and
electronic data to optimize reach and activation while managing costs effectively. The
company also segments its products into categories tailored for urban and rural markets,
deploying an integrated sales force for the latter.

ASTRA (Advanced Sales Training for Retail Ascendance) is a customized program aimed at
enhancing the sales force's skills through audio-visual training in regional languages. Dabur
focuses on channel-specific training to address trade promotion, SKU focus, merchandising,
and channel conflicts.

Dabur's branding and sampling initiatives, such as participation in rural fairs like Nauchandi
Mela, aim to increase brand visibility and market share. Social initiatives like "700 se 7
Kadam," where proceeds from Sanifresh sales are used to build toilets in rural areas,
demonstrate the company's commitment to social responsibility while boosting brand
reputation.

The Swalambh initiative, focused on vocational training for rural youth in sales,
merchandising, and promotion, not only fulfils CSR obligations but also enhances brand
recognition and credibility.

By launching targeted campaigns and initiatives tailored to rural demographics, Dabur aims
to expand its presence and enhance brand awareness in rural India.

DABUR MARKETING STRATEGY

Dabur's marketing strategy is multifaceted, incorporating various initiatives aimed at

promoting its products, fostering consumer engagement, and building stronger emotional
connections with its target audience. Let's delve into the details:

1. Community-Based Initiatives:

Dabur launched the "My 10 Kg Plastic" initiative, which serves as a promotion strategy
while also addressing social and environmental concerns. By encouraging consumers to
collect and exchange plastic waste for Dabur products, this initiative not only promotes the
brand but also demonstrates Dabur's commitment to corporate social responsibility (CSR).
Such initiatives enhance brand perception and position Dabur as a socially conscious
organization in the market.

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2. Emotional Branding through Advertising:

Dabur leverages advertising campaigns to evoke strong emotional connections with

consumers. For example, the ad for Dabur Lal Tail on Independence Day focuses on
celebrating motherhood and the intergenerational use of the product. By showcasing the
nurturing bond between a mother and child across generations, Dabur creates an emotional
resonance with its audience, reinforcing the brand's values and heritage.

3. Brand Image and Product Variety:

Dabur maintains its brand image by offering a wide range of products catering to various
consumer needs. Whether it's personal care, healthcare, or food products, Dabur ensures
diversity in its product portfolio to appeal to different segments of the market. This strategy
allows Dabur to maintain relevance and sustain customer loyalty over time.

4. Multi-Channel Marketing Approach:

Dabur utilizes a combination of print media and sales promotions to reach out to its
customers effectively. Print media, including newspapers, magazines, and brochures, allows
Dabur to showcase its products and promotions to a wide audience. Sales promotions such as
discounts, coupons, and special offers incentivize consumers to purchase Dabur products,
driving sales and brand visibility.

Overall, Dabur's marketing strategy is comprehensive and strategic, encompassing both

promotional activities and CSR initiatives to strengthen its brand presence and connect with
consumers on a deeper level. By leveraging emotional storytelling, community engagement,
and a diverse product lineup, Dabur continues to reinforce its position as a trusted and
socially responsible brand in the market.

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 RESEARCH AND METHODOLOGY

Research methodology plays a crucial role in gathering relevant data and insights for
understanding rural markets. Here's a detailed explanation of the selection of rural areas for
data collection and primary data collection techniques:

1. Selection of Rural Areas for Data Collection:

- Identification of rural regions based on demographic data, geographical distribution, and

market potential.

- Prioritization of areas with significant consumer presence, accessibility, and strategic

importance to the research objectives.

- Consideration of diverse socio-economic backgrounds, cultural variations, and market

dynamics within rural regions.

2. Primary Data Collection Techniques:

a. Surveys:

- Structured questionnaires designed to gather quantitative data on consumer preferences,

behaviours, and attitudes.

b. Interviews:

- In-depth discussions with individuals or key informants to explore nuanced insights,

perceptions, and experiences related to rural marketing.

c. Focus Group Discussions (FGDs):

- Group sessions involving 6-10 participants selected based on relevant criteria such as
demographics, product usage, or behavioural characteristics.

- FGDs provide qualitative insights into group dynamics, shared perceptions, cultural
influences, and emerging trends.

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3. Questionnaire:

- Designing a comprehensive questionnaire tailored to research objectives, target audience,

and data collection method.

- Structuring questions to elicit specific information while ensuring clarity, relevance, and
objectivity.

DATA ANALYSIS AND INTERPRETATION

Based on the provided data, here's an analysis and interpretation:

1. Purchase Frequency: Most respondents purchase Dabur products on a monthly basis, with
only a few indicating weekly purchases. This suggests a regular consumption pattern among
consumers.

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2. Factors Influencing Purchase Decision: Pricing and availability are the primary factors
influencing the decision to buy Dabur products, indicating that affordability and accessibility
play crucial roles in consumer choices.

3. Preferred Information Channels: Word of mouth is the preferred way for consumers to
receive information about Dabur products, followed by radio and television. This highlights
the importance of personal recommendations and traditional media in reaching the target
audience.

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4. Awareness of Rural Initiatives: A significant majority of respondents are aware of Dabur
initiatives targeting rural areas, indicating that the company has established a presence and
engaged with rural communities.

5. Likelihood of Recommendation: Most respondents are likely to recommend Dabur

products to others in their community, with a few indicating uncertainty. This suggests a
generally positive perception of the brand among consumers.

19
6. Interest in Participation: All respondents express interest in participating in promotional
events or campaigns organized by Dabur in their locality, indicating potential for engagement
and involvement in community activities.

7. Perception of Catering to Health Needs: The majority of respondents perceive Dabur

products as catering to the specific health and wellness needs of rural consumers, though
there are a few who are unsure or disagree.

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8. Satisfaction with Product Range: Overall, respondents are satisfied with the current range
of Dabur products available in their area, although there are a few who express
dissatisfaction.

9. Popular Product Categories: Digestive care appears to be the most popular or in-demand
category among Dabur products in rural areas, followed by hair care, skin care, and oral care.

10. Effectiveness of Advertising Campaigns: Most respondents find Dabur's advertising

campaigns to be ineffective in reaching rural consumers, indicating potential areas for
improvement in marketing strategies tailored to rural audiences.

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 RECOMMENDATIONS

Implementing IT solutions can greatly enhance Dabur's operations and competitiveness in the
market. Here are some recommendations:

1. Integration with Distributors and Suppliers: Implementing IT systems to streamline

communication and transactions with distributors and suppliers can improve supply chain
efficiency. This could involve setting up an integrated platform for ordering, invoicing, and
inventory management, allowing for real-time tracking of orders and shipments.

2. POS Systems Implementation: Deploying point-of-sale (POS) systems in retail outlets can
enhance sales data capture and analysis. This would provide valuable insights into consumer
purchasing behaviour, allowing Dabur to tailor marketing strategies and product offerings
accordingly. POS systems can also facilitate inventory management and reduce manual errors
in transactions.

3. SAP Roll-out to New Businesses: Extending SAP ERP systems to new business units can
ensure consistency in operations and data management across the organization. This would
enable seamless integration of processes such as finance, procurement, and production
planning, promoting standardization and efficiency in operations.

4. Mobile Sales Force Automation: Equipping the sales force with mobile devices and sales
automation software can improve field sales productivity. Mobile solutions can facilitate
order taking, customer management, and sales reporting on the go, enabling sales
representatives to focus more on building customer relationships and driving sales growth.

5. Data Analytics for Market Insights: Investing in data analytics tools and capabilities can
help Dabur gain valuable market insights from sales data, consumer trends, and social media
interactions. By leveraging advanced analytics techniques, such as predictive modelling and

22
sentiment analysis, Dabur can make informed decisions regarding product development,
marketing strategies, and market expansion plans.

6. Customer Relationship Management (CRM) System: Implementing a CRM system can

enable Dabur to better understand and engage with its customers. By centralizing customer
data and interactions, Dabur can personalize marketing campaigns, improve customer
service, and foster long-term loyalty.

Overall, leveraging IT solutions strategically can empower Dabur to enhance operational

efficiency, drive innovation, and stay ahead in an increasingly competitive market landscape.

23
 CONCLUSION

The provided information covers a wide range of aspects related to Dabur India Limited,
including its corporate philosophy, product segmentation, brand management strategies,
marketing initiatives, rural market penetration, and research methodologies. Here's a brief
summary of the key points discussed:

1. Corporate Philosophy: Dabur's philosophy emphasizes the importance of knowledge and

nature, leveraging Ayurveda and natural ingredients to develop high-quality products. The
company is committed to propagating Ayurveda globally while maintaining a focus on
growth and profitability.

2. STP Analysis: Dabur's segmentation, targeting, and positioning strategies are exemplified
through products like Vatika Hair Oil, which targets the premium segment with natural
ingredients and caters to urban, educated consumers concerned about hair health.

3. Brand Management Strategies: Dabur Vatika's success is attributed to its differentiated

product offering, focused brand-building efforts, and effective marketing communications.
The brand positioned itself as a value-added hair care solution enriched with natural
ingredients, challenging market leaders.

4. Importance of Rural Markets: Dabur recognizes the significance of rural markets in its
growth strategy, investing in expanding its rural footprint, introducing affordable products,
and engaging rural consumers through various initiatives. The company aims to tap into the
growing aspirations and awareness of rural consumers.

5. Understanding Rural Consumer Behaviour: Rural consumer behaviour is influenced by

cultural, economic, and social factors, requiring tailored marketing strategies. Dabur employs
diverse strategies, including community-based initiatives, emotional branding, product
variety, and multi-channel marketing, to connect with rural consumers effectively.

24
6. Research and Methodology: Research methodologies like surveys, interviews, and focus
group discussions are employed to gather insights into rural markets, with a focus on
selecting relevant areas and collecting primary data through structured questionnaires and
qualitative discussions.

Overall, Dabur India Limited's success is attributed to its commitment to quality, innovation,
sustainability, and understanding of diverse consumer segments, both urban and rural.
Through strategic branding, marketing initiatives, and a deep understanding of consumer
behaviour, Dabur continues to strengthen its position in the consumer goods industry.

25
 APPENDICES

1. How often do you purchase Dabur products?

Monthly 24 responses
Week 1 response

2. What factors influence your decision to buy Dabur products?

Pricing 15 responses
Availability 10 responses

3. How do you prefer to receive information about Dabur products?

Word mouth 18 responses

Radio 6 responses
Television 1 response

4. Are you aware of any Dabur initiatives specifically targeting rural areas?

Yes 25 responses

5. How likely are you to recommend Dabur products to others in your community?

Very unlikely

26
1
2
3
4 21 responses
5
Very likely

Very unlikely
1
2
3
4
5 2 responses

Very likely
Very unlikely
1
2
3 2 responses

4
5
Very likely

6. Would you be interested in participating in promotional events or campaigns organized by

Dabur in your locality?

Yes 25 responses

7. Do you perceive Dabur products as catering to the specific health and wellness needs of
rural consumers?

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Yes 22 responses
No 2 responses
Maybe 1 response

8. How satisfied are you with the current range of Dabur products available in your area?

Unsatisfied
1
2
3
4 22 responses

Satisfied

Unsatisfied
1
2
3 2 responses

4
5
Satisfied

Unsatisfied
1
2
3
4
5 1 response

Satisfied

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9. Which Dabur product categories do you think are most popular or in demand in rural
areas?

Digestive care 12 responses

Hair care 6 responses
Skin care 4 responses
Oral care 3 responses

10. How effective do you find Dabur's advertising campaigns in reaching rural consumers?

Ineffective
1
2
3
4 24 responses
5
Effective

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