Dabur amla hair oil

RURAL MARKETING OF DABUR AMLA

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FAISAL KHAN SAYYED ZEESHAN SADIQUE KHAN KHAN AQUIB KHAN WAJID

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RURAL MARKETING OF DABUR AMLA

UNDERSTANDING THE PRODUCT FROM RURAL PERSPECTIVE
The rural Indian woman is changing, and so are her aspirations and beauty needs.While she lives in a small town India, she aspires for beauty and seeks modernity in all the products she uses. In order to meet these evolving needs of todays woman, Dabur Amla Hair Oil has undergone a facelift that makes thebrand more youthful, contemporary and in sync with todays consumer, said Dabur India Ltd Head-Hair Oil category Mr Ajay Motwani. In order to further deepen the brands penetration in these rural pockets, Dabur india Ltd also announced the launch of special low-priced packs of Dabur Amla Hair Oil a Re 1 sachet & a Rs 10 pack (25ml) making their preferredbeauty brand more affordable. Overtime, we felt that Dabur Amla had to change with the times and be in sync withits target audience -- the new age woman. The new identity modernizes this 70-year-old Dabur Amla brand, making it more contemporary and relevant in consonance withtodays lifestyle. The new look -- with its brand ambassador Rani Mukherjee onthe front label -- maintains the continuity with the brands beauty associationwhile infusing a youthful appeal, added Mr Motwani. Onthe occasion, the Company also announced the expansion of a new consumer initiative a rural beauty pageant christened D A B U R A M L A B A N K E D I K H A O R A N I , W H I C H R E C O G N I S E S A N D R E W A R D S F A C E T S S UC H A S Sundarta, Susheelta and Yogyata AM O NG S T Y O U N G G I R L S . Dabur Amla Hair Oil has always been associated with beauty and has been known as the key behindstrong, long and beautiful hair. We are now taking Dabur Amlas association with beauty a step further with this rural beauty pageant that also seeks toempower women in rural India, said Mr Motwani. The contest will be held across 52 districts in three states Uttar Pradesh, Madhya Pradesh & Bihar covering 2,000 villages. The aspirations of women across India, particularly in rural India, are changing. They are increasingly seeking tools to enhance their beauty and confidence. Dabur Amla, we feel,offers these consumers the ideal tool to enhance their beauty and confidence.With this initiative, we will generate beauty awareness among rural women, educatethem

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about the benefits of Dabur Amla Hair Oil vis--vis loose mustard oil, andoffer the rural women a platform to showcase their beauty and talent, added Mr Motwani. The contest would be judged by local elders, village Panchayat and women opinion leaders of each village.

Dabur amla hair oil

CHALLENGES FACED BY THE COMPANIES IN INDIAN RURAL

MARKET
Rural markets, as part of any economy, have untouched potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India is still in evolving shape, and the sector poses a variety of challenges. Distribution costs and non-availability of retail outlets are major problems faced by the marketers. The success of a brand in the Indian rural market is as unpredictable as rain. Many brands, which should have been successful, have failed miserably. This is because most firms try to extend marketing plans that they use in urban areas to the rural markets. The unique consumption patterns, tastes, and needs of the rural consumers should be analyzed at the product planning stage so that they match the needs of the rural people. Therefore, marketers need to understand the social dynamics and attitude variations within each village though nationally it follows a consistent pattern. The main problems in rural marketing are: * * * * * Understanding the Rural Consumer Poor Infrastructure Physical Distribution Channel Management Promotion and Marketing Communication
Dynamics of rural markets differ from other market types, and similarly, rural marketing strategies are also significantly different from the marketing strategies aimed at an urban or industrial consumer. Strategies to be Followed in Indian Rural Marketa) Marketing Strategy Marketers need to understand the psychology of the rural consumers and then act consequently. Rural marketing involves more exhaustive personal selling efforts compared to urban marketing. Firms should abstain from designing goods for the urban markets and subsequently

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pushing them in the rural areas. To effectively tap the rural market, a brand must associate it with the same things the rural folks do. This can be done by utilizing the various rural folk media to reach them in their own language and in large numbers so that the brand can be associated with the myriad rituals, celebrations, festivals, "melas", and other activities where they assemble. b) Distribution Strategy One of the ways could be using company delivery van which can serve two purposes - it can take the products to the customers in every nook and corner of the market, and it also enables the firm to establish direct contact with them, and thereby facilitate sales promotion. However, only the companies having excellent Infrastructure can adopt this channel. The companies with relatively fewer resources can go in for syndicated distribution where a tie-up between noncompetitive marketers can be established to facilitate distribution. Annual "melas" organized are quite popular and provide a very good platform for distribution because people visit them to make several purchases. According to the Indian Market Research Bureau, around 8000 such melas are held in rural India every year. Rural markets have the practice of fixing specific days in a week as Market Days called "Haats' when exchange of goods and services are carried out. This is another potential low cost distribution channel available to the marketers. Also, every region consisting of several villages is generally served by one satellite town termed as "Mandis" where people prefer to go to buy their durable commodities. If marketing managers use these feeder towns, they will easily be able to cover a large section of the rural population. c) Promotional Strategy Marketers must be very careful while choosing the mediums to be used for communication. Only 16% of the rural population has access to a vernacular newspaper. So, the audio visuals must be planned to convey a right message to the rural folk. The rich, traditional media forms like folk dances, puppet shows, etc., with which the rural consumers are familiar and comfortable, can be used for high impact product campaigns. Radio is also very popular source of information and Entertainment, Adds on radio can also be a helpful tool for marketers.

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COUNTERFEIT OF DABUR AMLA IN

RURAL AREA
According to our research we found the counterfeit of dabur amla on two facts:
THE FAKES MARKET Categories 1.Look alikes

The colour scheme on packaging material closely resembles that of a popular brand. Herbal Amla for Dabur Amla

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2.Spell-alikes

Dabur amla hair oil Rural Communication

Rural Communication; the Heart of rural marketing
Rural communication is the most important aspect of rural marketing. Marketing communications are the communications between the organization and all other parties which includes the promotion through advertising, sales promotion, personal selling, publicity and public relations. The four components of promotion mix are the product, the company, the buyer and the channel. Rural marketing promotion channel includes advertisements through television, cinema, radio, print media, outdoor POPs, audiovisual, publicity vans, syndicated audio visual vans, folk/puppet shows, harikathas, music cassettes etc. Innovative media can also be used to reach the rural customers. The rural communication Medias includes-

I ) TRADITIONAL MEDIA
1. WALL PAINTING

An Economical and best Media in Rural Marketing Wall Painting is an effective and economical medium for advertising in rural areas since it speak silently and stays for a long time. The message should be simple, direct and clear . Eg. Wheel detergent, Vodafone, Cell one, Sunlight detergent etc. 2. MOBILE VAN Mobile van

is a medium that reaches the target segment and has been able to catch public attention. Soft drinks like Pepsi, Reliance, Coco-cola and Car manufacturers are using demo cars as mobile publicity. 3. MOBILE AUDIO VISUAL VANSMobile

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video vans operate with colour TV presentation along with film songs, dialogues etc. Attractive games and market survey can also be used for catching public attention. Product like Dish washes, water purifier etc. uses this method. 4. MOBILE HOARDING: Hoarding space available on sides of the video van is utilized to paint the advertising message or product visual. 5. MIKE ANNOUNCEMENTS, PROCESSIONS

Mike announcements and processions along with musical instruments like drum music are used to attract public attention in rural areas. Textiles in Kerala during Onam season uses this technique. 6. CAPARISONED ELEPHANTS, DECORATED BULLOCK&, HORSE CARTS The message carrying banners are tied up on the body of these animals and presented in an attractive way among the rural people. Eg. Jewelleries , Textiles in Kerala etc. use this method during festival seasons. 7. FOLK MEDIA Folk medias uphold the culture and heritage of the land and is capable of communicating the message in an interactive, repetitive and narrative manner about topics of contemporary issues. It includes: a) Folk theatre is informative and educational. Folk songs are simple and rhythmic and are transmitted orally from one generation to the next. b) Folk dances- It is basically simple and rhythmic and mostly religious in nature. Communication takes place through dramatic gestures, music and costumes with background stage settings. c) Magic shows - Magic shows are another folk entertainment and draw large crowds because of curiosity and hypnotic effects. Eg. Against drug abuse. d) Puppet Shows-Rituals and the use of puppets are found in almost all the states in India. Traditional puppeters were mostly itinerant performers who lives in rural areas. e. Hari katha,Villupatu, Nadanpattu- These are rural specific art forms preformed at village melas and temple festivals. 8. THE HAATS:

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Haats are meetings held regularly or weekly in all rural areas where in the sellers and buyers meet together to sell their products and services.. The sellers arrive in the morning in the haat and remain till late in the evening. Next day they move to another haat. 9. THE MELAS: Melas are of different types i.e. cattle fairs, commodity fairs, and religious fairs either held only for a day or may extend over a week. Many companies are now a days interested to participate in melas and fairs. The Mahakumbha mela at Allahabad is the biggest mela in India. II) MASS MEDIA (Formal specific) includes 1. NEWSPAPERS AND MAGAZINES: Local language newspapers and magazines are becoming more popular among the rural people than English newspapers. Examples: Newspapers: Mathrubhumi and Malayala Manorama in Kerala, Eenadu in A.P, Dina Thanthi in Tamil Nadu etc. 2. TELEVISION: TV is a useful media to communicate with the rural masses.DABUR AMLA HAIR OIL Lifebuoy, Sunlight, Horlicks, Complan, Santhoor soap, Colgate, Asian Paints, Lux, Nirma, Idea mobile etc. are some of the products advertised via television. In southern India, regional TV channels have become very popular. 3. RADIO: Even illiterate consumers can rely upon radio and it reaches large population in rural areas at a relatively low cost. Example: Colgate, Jyoti Labs, Asian Paints, Chandrika soap, Zandu Balm, Zuari industries are some of the products using radio communication programme. There are specific programmes for farmers like Vayalum Veedum , Farm and Home/Krishi Darshan in regional languages 4. CINEMA: About 65% of the earnings from cinema are from rural markets and hence advertisements through film is one of the effective means. Film viewers are more in certain states like Tamil Nadu, Karnataka and Andhra Pradesh etc. Advertisements aimed at rural can be shown in rural cinema

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halls. Eg. LIC , Josco Jewellers, Tata iodized salt, Prince TMT iron etc.

Dabur amla hair oil RURAL PACKAGING

M a r k e t e r s h a v e t o c o n s i d e r f o l l o w i n g factors in packaging P ac kag i ng m ater i al , Pack size and convenience ,P a ckag i ng ae sthe ti c s

Packaging Material M o s t c o m m o n l y u s e d - p l a s t i c s s i n c e t h e y are water proof, provides barriers to vapours, sunlight resistant, lightweight

Pack Size and Covenience Sac he t r evol uti on pi o neer ed by Vel ve t Sh am poo at Re. 1 in later 1970s later followed by HLL,Godrej, Dabur etc.S a c h e t p a c k a g i n g r e p l i c a t e d i n m a n y p r o d u c t categories-Tiger biscuits, Close-up toothpaste,Parachute hair oil, Ponds cold cream, Fair &Lovely. Conveniencefactor that affects the decision to use a productE g :Dabur am l a hai r oi l , C ol g ate toot h powd er i n sm al l s ac het wi t h c ap ,closeup toothpaste, Fair& Lovely, Parachute coconut oil in Re.1 plastic bottles easy to use anytime

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we the member of rural marketing project .ihad pleasure of doing this project on dabur amal

Dabur amla hair oil