RURAL MARKETING

Presentation on
Dabur Lal Dant Manjan

Presented By:
Bhavesh Kr. Jain
Chitra Sikaria
Gaurav Dani
Sourabh Gambhir
Yagik Sharma
1
2
3
4
5
6
GOAL- Balanced Portfolio 7
8
9
 MILESTONES
1970 - Entered Oral Care &
Digestives segment

Addressing rural markets where

homemade oral care is more
popular than multinational
brands, Dabur introduced Lal
Dant Manjan.

With this a conveniently packaged

herbal toothpowder is made
available at affordable costs to
the masses.

10
11
12
Good health means strong and healthy teeth.
Give your teeth best natural care - with
Dabur Lal Dant Manjan.
The herbal Ayurvedic Red toothpowder that 13
cleans while giving you strong and healthy gum
DABUR LAL DANT MANJAN
• It is a red Ayurvedic toothpowder. It is absolutely natural and
free of fluoride with a spicy taste because of the ingredient
base of herbs and spices.

• It is a toothpowder that keeps problems away and gives

strong and healthy teeth with the support of natural
ingredients. It has laung (clove) to give strong teeth and
healthy gums and Pudina (mint) which keeps the breath fresh.

• It has a strong market presence with 27% share in the tooth

powder segment.

• While the Rs. 500-crore toothpowder market depends almost

entirely on rural demand, it is a Rs. 100 crore brand

14
DABUR LAL DANT MANJAN
• HDPE Packs

60g (Rs.13.00)
100g (Rs.20.00)
150g (Rs.30.00)
300g (Rs.53.00)

• Sachet
5g (Rs.1.00)
10g (Rs.2.00)

15
TARGET AUDIENCE
• Dabur Lal Dant Manjan has been targeted
to 30 per cent of the population in India
who do not use toothpaste or
toothpowder, but relies mainly on black
tobacco powder.

• Dabur anticipated that this consumer

segment will switch to toothpowder and
then toothpaste.

16
17
MARKETING STRATEGY
• The brand Dabur Lal Dant Manjan is positioned in the
popular segment

• In the classical toothpowder category, Dabur Lal Dant

Manjan is the flagship product.

• With the Balsara acquisition, the company’s oral care

offerings now provide a wider choice to consumers
across different price points.

• Repositioning in shrink sleeves wrap.

18
DISTRIBUTION STRATEGY FOR
RURAL MARKETS

• Dealer
• Whole seller
• Agents
• Retailer
• Kirana Stores

19
PROMOTION STRATEGY
For attracting more customer Dabur is using following
Promotional Tools in rural market:
• TV commercial
• Radio
• Newspaper
• POP display
• Wall Painting
• Contests in Melas and Haats
• Sales Promotion
• Video Van

20
REGIONAL BRANDING
STRATEGY
• Dabur is trying to capture markets by
launching products with regional twist.

• It is selling Shivappu Pal Podi or local

version of Dabur Lal Dant Manjan in Tamil
Nadu

• In north India they give it the name Dabur

Red Tooth Powder

21
 COMPETITORS
• Colgate Tooth Powder
• Local Players
• Divya Dant Manjan

Dabur and Colgate jointly

share 75% of the
toothpowder market.

22
BEATING COMPETITION…
• Advertising through mass advertising tools like: TV
commercials, radio, newspaper

• Vast distribution network in the rural areas thus

reaching the customers easily

• Availability of Manjan in Re.1 sachet

• Endorsement of the brand through Virendra

Shewag

23
THREATS SOLUTION

• Sophisticated and Capital

• Fake Products- Intensive Packing
duplicate products,
look-alikes and spell-
alikes • Participation in the
community events

• Popularity of toothpaste
• Word of mouth
communication
• Local Players
• Brand Awareness and
Availability

24
 CONCLUSION
• Interestingly Dabur’s rural growth has
outstripped urban growth in almost
every category.
• Power Brands-
– Hajmola,
– Chaywanprash,
– Lal Dant manjan,
– Vatika and
– Dabur Amla
25