Dear All, We are delighted to share with you that we are initiating an on-ground retail seeding and merchandising activity for Dabur Hair Oils – “Ab chalegi 10 ki lehar” in the markets of UP, MP, RAJ, MAH & Bihar starting in the 1st & 2nd week of May. The activity will cover approx. 900 sub stockiest towns and 500 satellite towns. Key Objective:
To generate price point awareness about Rs. 10 SKU of dabur hair oils through static visibility at the retail
To ensure stock availability of the Rs. SKUs of Dabur-Amla, Almond and Shanti Amla (Vatika in MAH) through on spot seeding to facilitate retail offtakes Activity Plan:
The retail seeding team will visit sub stockiest towns from 10K-30K pop strata. Coverage
The unit will cover 1 sub stockiest town and 1 satellite town within a radius of 5-10 KM’s from the sub stockiest town in a day. A total of 30-40 outlets will be covered in a day. Coordination
• Team supervisor to coordinate with the VSM for alignment for the next day
– Meeting time and location for the following day will be finalized
– If the VSM is not available then the VSM will align any alternate person to accompany the team on the next day
– If the VSM is not reachable or available the supervisor will call the respective TM for alignment and coordination Activity day plan:
• Team to arrive in sub stockiest town in the morning
• VSM to meet team (on their own transport) in target town/village in the morning
• Team along with the VSM will pick up seeding stock (Rs. 10 SKU) from the sub stockiest
• Team will cover a total of 30 outlets (retail & beauty parlors) in the main town & satellite town
• VSM will accompany the team at all the outlets During the day (the following outlets will be targeted through this exercise)
• Retail outlets (as directed by the VSM) selling groceries/kirana
• Beauty parlors – which also sells cosmetic products/hair oils and can be potential seller
• Merchandise/visibility installation at each outlet- Tin plate-1, Bunting-1, Poster-1 – to communicate: o The finest hair oils from Dabur available at Rs. 10
• Team will talk to the retailer and check if the Rs. 10 SKU of Dabur hair oils is available at the shop or not, and will make a note of the same in the log
• If the stock is low or not available, team will inform the VSM, VSM will talk to the retailer and replenish the stock on the spot from the seeding vehicle
• The order processing, billing and cash/credit management will the responsibility of the VSM
• An entry of the stock replenishment will be made in the log book by the activity supervisor Day closing
• At the end of the day, the unit will return to the sub stockiest to return left over stock
• After returning the stock, unit will move to the next town as per t heir route plan for the next day Please note: Focus brands for Maharashtra will be – Amla, Almond & Vatika. xpectations from the VSM • To be available for seeding exercise as per the route plan, which will be shared prior to the rollout
• To liaison with the sub stockiest for availability and issuance of stock to the seeding van on the day of activity
• To ensure that the stock is handed over to the seeding team on time in the morning (9:00AM)
• To accompany the team to the target outlets for merchandising and stock seeding
• To pitch the stock to the retailers and manage cash/credit receipts for the stock
• To validate the sales amount at the EOD on reporting format Target • Brand team will share the sales targets with you separately Rollout plan • Given to the scale of the activity, we will roll out the campaign in a phased manner, wherein we will first roll 2 units in UP and take observations/learnings from them for 10 days.
• After 10 days we will consolidate all our learnings, implement improvements/corrective measures and rollout the remaining units.
SKUs availability required- * Amla Rs.10, * Almond Rs.10 & Re.1, * Sarson Amla Rs.10, * Anmol Coco Pouch (Rs.10), * Anmol Jasmine Rs.10 (Raj+Bihar only), * Vatika Hair Oil (Mah.)
Participating Brands / SKU :
Amla Hair Oil Rs.10 SKU
Dabur Almond hair Oil Rs.10 & Sachet 1/-
Sarson Amla Hair Oil Rs.10,
Vatika hair Oil Rs.10
Anmol Coconut Oil 10/- pouch ( 40ml)
2) Each and every sub-stockiest part of the activity to be billed above SKUs – Max by Apr. Month End
3) Every super stockist to be billed above SKUs – Max by Apr. month end
This year LUP’s (low unit packs) will be a major part of the growth story for Dabur Hair oils . Recruitment of new consumers is the growth story in the hair oils & LUP’s are driving the recruitment across all sub –categories. For Dabur oils the saliency of LUP is far lower than competition ( Dabur Amla 5% vs Shanti Amla 30% ; Dabur Almond 2% vs Bajaj Almond 18%) . we intend to increase the LUP saliency and gain volumes for Dabur oils . Also there is huge opportunity in distribution as well for LUP’s. A lot of consumer activities are planned for LUP’S this year like new TV creative , Print plans , consumer activation ………
And the beginning is with getting the LUP’s – WIDTH OF DISTRIBUTION We are pleased to announce a retail visibility & distribution activity - “Ab chalegi 10 ki lehar” in the markets of UP, MP, RAJ, MAH & Bihar starting in the 1st week of May. Participating Brands / SKU :
Amla Hair Oil Rs.10 SKU
Dabur Almond hair Oil Rs.10 & Sachet 1/-
Sarson Amla Hair Oil Rs.10,
Vatika hair Oil Rs.10
Anmol Coconut Oil 10/- pouch ( 40ml)
“OUTCOME”of the Activity :
Drive distribution & awareness of Dabur Hair oils LUP’s ( 10/-) in Rural Markets
· Generate Awareness & Improve Visibility through POS , tin plates
· Seeding/Distribution “SCOPE” OF ACTIVITY
35 Vans, 910 Van days across 5 markets,
910 sub stockiest towns and 1000+ satellite towns to be covered
Each Van will cover 1 sub stockiest town and 1 satellite town within a radius of 5-10 KM’s from the sub stockiest town in a day. A total of 35-40 outlets will be covered in a day.
35 Vans running around length & breath of the State
30 Tin Plates for every town
Banners, Posters & Bunting for Visibility
LUP Boxes for Key Partners 