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Debdatta Das

New Delhi , Nov. 22

Dabur India Ltd has invested Rs 20 crore on an aggressive retail strategy, `Dare', to leverage its brand holdings in the country's fast evolving retail environment.

The programme has a six-point focus for expanding presence in the retail market. "Our first agenda is to have a greater channel focus. Dabur products today have 6 lakh retailers. So we have devised a strategy to segment the retailers according to their type in terms of the products, credit facilities and promotional plans offered to them," said Mr V.S. Sitaram, Executive Director, Consumer Care Division, Dabur India Ltd. For example, retailers will be segmented into groups such as grocers, chemists, wholesalers, distributors and so on.

Second, the focus would be on trade marketing capability through which Dabur plans to get a better insight into consumer requirements at the point of sales. "For this, we have tied up with modern retail players like Big Bazaar, Reliance and Spencers, for better visibility of our brands. For instance, we have Vatika Beauty Zones at each of these retail outlets that sell all the Vatika brands under one shelf section, apart from their being displayed in their respective category shelves," Mr Sitaram said.

The company has also identified six States — Punjab, Bihar, West Bengal, Uttar Pradesh, Maharashtra and Madhya Pradesh — to improve rural distribution and develop innovative trade promotions and packaging solutions through a sales team exclusive to these areas. It is also offering various incentives to distributors and wholesalers to perk up sales performances. Dabur also proposes to integrate key customers into its IT network to help gather real time market information, being enabled by a `point of sale software'.

The company has also changed its advertising strategy and appointed ad agency Maxus to help sharpen its advertising outlook. Dabur India has targeted an ad spend of Rs 150 crore for 2006-07.

More Stories on : Retailing | Personal Products | Dabur India Ltd

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