Dabur real

1. Dabur Real FruitJuice

2. Presented by

Baroz Khan-41
e-MBA,Div-A

3. 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

4. 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

5. Geographic:
Metros / mini metros (urban & semi urban areas).
Depending on Climate.
Demographic:
Mothers (influencers).
Person of any Age.
Segmentation

6. Segmentation (contd...)
Psycographic:
Believers/Strivers who are self confident.
Family belonging to High spending group.

Behavioural:
Any Occasion.

7. Various target segments:
Youth
Health Conscious People
Children
Mothers
Old Age Group
Targeting

8. Positioning
Positioned as a fruit juice.
Most nutritious fruit juice among all players in the
segment.
“Fruit juice with fruit power”

9. 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.

10. 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

11. 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).

12. Marketing Mix (contd…)
PROMOTIONS:
Television Commercials
Outdoors / Hoardings
Magazine & press ads
Internet
Sales promotion

13. 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.

14. 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.

15. 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.

16. 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.

17. 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.

18. 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 7
th
April

19. THE NEW TAG LINE THE NEW TAG LINE
The New REALThe New REAL
Tasty ‘n’ PowerfulTasty ‘n’ Powerful