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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
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