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  • Dabur Amla Hair Oil

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    Prashant Kamble
    116 Ansichten10 Seiten
    Dabur conducted a rural retail activation program to boost sales of its flagship Dabur Amla Hair Oil brand in rural areas. The program had two key objectives: 1) to increase the number of rural retail outlets stocking Dabur products and 2) enhance deep penetration of the brand in rural markets. The program involved activating rural retailers and wholesalers across seven states in India through promotional activities and contests with prizes. It resulted in over 1,000 wholesalers and 100,000 rural and semi-urban retailers being engaged.

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    Dabur conducted a rural retail activation program to boost sales of its flagship Dabur Amla Hair Oil brand in rural areas. The program had two key objectives: 1) to increase the number of rural retail outlets stocking Dabur products and 2) enhance deep penetration of the brand in rural markets. The program involved activating rural retailers and wholesalers across seven states in India through promotional activities and contests with prizes. It resulted in over 1,000 wholesalers and 100,000 rural and semi-urban retailers being engaged.

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    Attribution Non-Commercial (BY-NC)
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    Markieren Sie unangemessene Inhalte
    116 Ansichten10 Seiten

    Dabur Amla Hair Oil

    Hochgeladen von

    Prashant Kamble
    Dabur conducted a rural retail activation program to boost sales of its flagship Dabur Amla Hair Oil brand in rural areas. The program had two key objectives: 1) to increase the number of rural retail outlets stocking Dabur products and 2) enhance deep penetration of the brand in rural markets. The program involved activating rural retailers and wholesalers across seven states in India through promotional activities and contests with prizes. It resulted in over 1,000 wholesalers and 100,000 rural and semi-urban retailers being engaged.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Als PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 10

    Dabur Amla Hair Uil "Rural Retail Activation"

    Category : Distribution & Trade Promotion Category : Distribution & Trade Promotion
    Presented by:
    Naiket 0nueistanuing & Backgiounu
    Babui is a leauing consumei goous company in Inuia with a tuinovei of Rs. 28S4
    Cioie. Babui's Consumei Caie Bivision (CCB) auuiesses consumei neeus acioss
    the entiie FNCu spectium thiough foui uistinct business poitfolios of Peisonal
    Caie, Bealth Caie, Bome Caie & Foous..
    Babui Amla Baii 0il a flagship bianu in Babui's poitfolio anu is valueu at Rs 4Su
    cioie. The iuial maiket accounts foi SS pei cent of Babui's haii oil poitfolio is
    giowing at highei iate vis--vis uiban maiket The company's
    newmaiketing stiategy incluues expanuing the ietail points in the iuial hinteilanu. newmaiketing stiategy incluues expanuing the ietail points in the iuial hinteilanu.
    Taiget uioup
    Target Audience:
    Ruial Retaileis
    Target Territories:
    0ttai Piauesh
    Nahaiashtia
    Kainataka
    Tamil Nauu
    Keiala Keiala
    0bjectives
    The objectives weie two folu:
    a) To seeu iuial ietail outlets
    b) To enhance ueep penetiation of the bianu
    To enable this we pioposeu a contest baseu activation piogiam
    Tbe Cballenge Tbe Cballenge
    was to energize & excite rural retailers to enter into tbe contest
    Babui "Ruial ietail activation" - The Rationale
    Low stocking capacity anu scatteieu iuial ietail makes it uifficult anu unviable foi
    wholesaleisuistiibutois to seivice. These iuial ietaileis piocuie stocks on weekly
    basis fiom neaiest feeuei towns.
    These ietaileis have a huge influence on theii neighboihoou iuial consumeis;
    moieovei with the limiteu choice of bianus consumeis pick up available piouucts
    fiom theii shelves.
    Hence, Impact proposed.
    Dabur to activate tbese rural retailers intercepting tbem across wbose sale
    markets in feeder towns. Tbe activation model will also catalyze stock lifting by
    new retailers.
    The Activity
    Enioll Wholesaleis in the piogiamme
    a) Special offeis on bulk puichase & chance to win
    b) Ensuie auequate stock lifting fiom company
    c) Bianu visibility - Contest announcement & meichanuise
    Activating Retaileis
    a) Buzz cieation in the maiket - Nobile Inflates, Niking & fliei uistiibution.
    b) Inteicepting ietaileis - Bianu & special offei Infoimation
    c) Tiiggeiing excitement - Assuieu gift anu chance to win Big piize c) Tiiggeiing excitement - Assuieu gift anu chance to win Big piize
    u) Encouiaging bulk piouuct puichase
    e) Instant giatification
    f) To excite the Tu, fiee gifts ianging fiom bianueu note books, steam Iion,
    watches to mobiles aie chosen caiefully .
    Collateial Stiategy
    Biffeient collateials weie uesigneu to ensuie that ietaileis visiting the WS maikets
    ieceive contest scheme infoimation at eveiy level to tiiggei theii inteiest to entei
    into contest. Like - Banneis Bangleis on shop fionts.
    Banu bills at entiy points by a walking piouuct inflatable, peisonalizeu infoimation
    thiough uetaileis by piomoteis, ultimately at whole sale shop thiough vantage
    bianuing.
    ScraLch Coupon
    8anner
    LeafleL & osLer
    Results
    Wholesale activation acioss 14u cities in 7 states
    0vei 1uuu wholesaleis inteicepteu
    1u Lakh iuial anu semi uiban ietaileis activateu
    The jouiney continues...
    Similai mouel implementeu foi othei Babui bianus:
    Thank You Thank You

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