Dabur Real FruitJuice

Presented by

Baroz Khan-41 e-MBA,Div-A

India’s No.1 Fruit Juice Brand launched in 1996 Has a range of 14 exciting variants Made from the best quality fruits Does not have artificial flavours & preservatives Offers you not just great taste, but also Fruit Power

About Us

Market leader with almost 55% share

PEPSICO’s Tropicana No.2 player with a market share of

almost 30%

Other key players

Others include:

Slice, Mangola, Parle Frooti, Godrej Jumpin, Amul Cool, Parle Appy, Coke’s Maaza & other small players

Geographic: Metros / mini metros (urban & semi urban areas). Depending on Climate.

Demographic: Mothers (influencers). Person of any Age.

Segmentation

Segmentation (contd...)

Psycographic: Believers/Strivers who are self confident. Family belonging to High spending group.

Behavioural: Any Occasion.

Various target segments: Youth Health Conscious People Children Mothers Old Age Group

Targeting

Positioning

Positioned as a fruit juice. Most nutritious fruit juice among all players in the

segment. “Fruit juice with fruit power”

Marketing Mix

PRODUCT: New Flavour. Packaged fruit juice available in different sizes. No artificial flavours & preservatives. Loaded with Vitamins like A, C, E. Amazing taste. Full of nutrition & power.

Marketing Mix (contd…)

PLACE: Real is sold through Dabur’s 125 year old distribution

network Mainly through Agents & Stockists, who further

distribute the products to Retailers Also has franchises that work as separate entities Available in all retail outlets across every nook & corner

of the country

Marketing Mix (contd…)

PRICE: Priced in the range of Rs. 60 to 65 (1 ltr) &

Rs.15(200ml) Except for Guava which is sold in the range of Rs.65-70. Pricing of Real is a bit higher than other competitors

(Premium pricing).

Marketing Mix (contd…)

PROMOTIONS: Television Commercials Outdoors / Hoardings Magazine & press ads Internet Sales promotion

SWOT analysis

STRENGTHS: Comes from the house of Dabur. Heritage Brand. Innovativeness in Promotion. Wide range of varieties to cater to every segment.

WEAKNESSES: Profitability is Uneven. Real has less awareness. Price is higher as compared to other players.

SWOT analysis

OPPORTUNITIES: Exploring new Geographical Areas (Local as well as

Globally). Focus more on the rural parts of India. Take into account the regional taste preferences.

THREATS: From existing players (both organised & unorganised),

new entrants & substitutes.

Consumer Behaviour

Object of Purchase: (What) Fresh fruit. Rich Taste

Objective of Purchase: (Why) Energizing. To Quench thirst.

Organization of Purchase: (Who) Anybody who wants to have it.

Consumer Behaviour (contd…)

Operation of Purchase: (How) Tetrapacks of 200 ml and 500ml, 2 litre PET bottles

Occasion of Purchase: (When) Routine Meals - breakfast, In parties as snacks.

Outlet of Purchase: (Where) Supermarkets, general stores, product vending

machines.

Strategies

Make people more health conscious & make them realize the important values of fruit juices.

Work more on improving the taste. Make changes in the composition to suit Indian taste

buds. Intensify the distribution network. State-of-art processing & packaging.

Strategies (contd…)

Firstly, increase brand awareness(through contests) May be rope in some celebrities in the field of nutrition

& health (Tie-ups with channels) Organize various promotional activities mainly to

increase sampling & educate consumers about packaged fruit juice

Place the brand across gymnasiums, fitness clubs, kids sections, health stores etc

Something like a ‘Real Health Run’ on World Health Day, which is on 7th April

THE NEW TAG LINE THE NEW TAG LINE

The New REALThe New REAL Tasty ‘n’ PowerfulTasty ‘n’ Powerful