Distribution Channels Of Dabur Products

Presented By Sumit Kumar Sharma

Objective
Primary Research Objective To determine the share of Dabur toothpaste Secondary Objective To determine the factor influencing the choice of particular toothpaste brand. To determine the factor influencing the purchase of the toothpaste. To look at the present distribution of strategy of the company.

Rural Marketing
Rural marketing is a process which starts with a decision to saleable farm commodity. It involves all the aspects of market structure i.e functional and institutional. Rural marketing is highly growing sector in India.

Demand in Consumer Durables in Rural Market

1995-96
CARS 276

2001-02
788

2005-06
1560

2009-10
3466

MOTORCYCLE

760

2599

4663

8369

CTV REGULAR

1785

4580

6295

9957

REFRIGERATORS

1850

3006

4335

6774

Demand of Consumer Expandable

(Number of households owning goods per 000 households)

1995-96

2001-02

2005-06

2009-10

EDIBLE OIL

4582

6977

8514

10586

SHAMPOOS

21

33

50

WASHING POWDER

1190

1977

2596

3364

Penetration of Expendables
(Number of households using consumables per 000 households)

1995-96

2001-02

2005-06

2009-10

EDIBLE OIL

912.7

998.3

999.0

999.6

SHAMPOOS

182.1

391.7

480.7

583.2

WASHING POWDER

607.4

693.0

745.6

809.6

Rural Demand Expandable

(% of all India)

1995-96
EDIBLE OIL HEALTH BEVERAGES PACKAGED BISCUITS SHAMPOOS 64.3 28.6 36.0 27.2

2001-02
67.1 27.3 42,8 31.9

2009-10
62.9 28.1 30.3 33.0

CONSUMERS EXPENDABLE

TOILETS SOAPS
WASHING BARS WASHING POWDER

49.8
68.7 50.4

52.5
71.4 50.8

54.7
75.6 54.9

Overview of Dabur
Overview of Dabur One of the largest FMCG company
Consolidated turnover of Rs. 2234 crores

Differentiated Product
Strong herbal and natural product profile More than 120 years of experience

Wide distribution network

Covering 1.9 million retail outlets High penetration in Urban and Rural areas

Brand strength
Various strong brands in diverse categories Mother brand Dabur has a strong image in customers mind

Overview of Dabur
Dabur India Limited is the fourth largest FMCG Company in India with interests in Health care, Personal care and Food products, over 120 years. Strength of Dabur is its powerful brands image in customers mind like Dabur Amla, Dabur Chyawanprash, Vatika and Hajmola. Dabur Honey is the market leader with over 40% market share in branded honey market. Dabur Chyawanprash is the largest selling Ayurvedic medicine with over 65% market share. Dabur also the leader in herbal digestives market with 90% market share. In Digestive tablets category Hajmola is the leader with 75% market share. Dabur Lal Tail having top position in baby massage oil market with 35% of market share.

Product range
Health care Skin care Oral care Hair care Foods Household care

Products Oral Care

Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan Dabur Binaca Toothbrush Miswak Promise

Promotion Strategy TV Commercial Radio News Paper Wall painting Sales Promotion

Distribution Strategy
Company

Dealers

Whole Saler

Agents

Retailers

Kirana Store

Consumers