real juice

1. Team Involved in the Assignment:
21F636 - Onais Rashid
21F613 - Chesta Joshi
21F609 - Asiya Tamankar
21F638 - Pindi Srinivasa Shanmukha Siddhartha
21F654 – Shreyank Shankar Anchan

2. ABOUT THE COMPANY
• Setup in 1884 by SK Burman
• Headquarter in Ghaziabad, Uttar Pradesh
• 'Custodian of Ayurveda’
• Revenues of over Rs. 9,500 Crore & Market
Capitalization of over Rs 100,000 Crores
• available in over 120 countries across the globe
VISION
"Dedicated to the health & well-being of every household"

3. PRODUCT DESCRIPTION
FEATURES
• Only best quality fruits used
• First to use the latest spin cap tetra pack, cold fill technology and
spill-proof double seal cap for packaging Real.
• Offer 14 different flavors
Benefits
• Rich in vitamins A AND C
• Real Activ only contains fruit concentrate and water
making it one of the healthiest drinks out in the market
• Aids weight control
• Alkalizes the body
• Dabur is one of the widely known brand and was rated NO.1 juice brand in India.
• Dabur has been awarded India’s most trusted brand for six consecutive years in the juice’s
category.
• Variants are:
• Real
• Real Activ

4. PRODUCT
COMPARISONS
DABUR’S REAL PepsiCo's
TROPICANA
HECTOR BEVERAGES
PAPERBOAT
ITC’S B-NATURAL
Has over 75000
outlets in India,
slowly expanding
globally
Established in over
63 countries and
has over 25000
outlets in India
Being a new entrant
is still working it way
up, has around 50000
outlets so far
Entered the market
around 2004 has
around 40000
outlets
Strong distribution
networks thanks to
already established
systems by Dabur
Equally strong as
Real due as PepsiCo
is also an
established brand
Has 2 factories which
manages to produce
10 million pouches
per month
ITC being an
established
company already
noticeable
production and
distribution network
Separate line for
health segment
Only segmented
toward health
Mainly targets kids Segmented only
towards health
Offers 14 variants Currently offers only
6 variants
Offers around 11
variants
Offers a total of 10
variants
Dominates Indian
market with 55%
market share
Slightly behind real
with a 35%
Market share
Has a 2% market
share
Managed to gain
over 6% market
share

5. Segmentation
and customer
decisions
Geographic Segmentation:
•Dabur has segmented domestic consumer market nationally as well as regionally,
also launched PROJECT DOUBLE to increase coverage for regional areas.
Demographic Segmentation:
•Economic Status – Middle and Upper class
•Age (Every age group) – Dabur targets kids – 6 to 10 years old; Ladies (Mothers),
Youth and Senior Citizens.
•Family Life Cycle Stage – Family with adolescent kids, ladies and old
Pshycographic Segmentation:
•Real- targets people of all ages
•REAL Activ – Fitness Enthusiasts
Targeting – Targets people of Middle and Upper income level
Positioning- A fruit juice made from real fruits with no preservatives

6. Positioning Strategy
Positioning Statement : "Dedicated to the health & well-being of every household”
• Dabur Real Juice targeted health-conscious and fitness
freaks by positioning itself in all price segments with
changing the quantity of packaging.
• Dabur Real Juice has targeted all-age groups from
kids, youngsters, adults and oldies from middle and
upper class.
• The brand has positioned itself as a healthy fruit drink
that people would like at both parties and at home
regularly.
• In order to face its competitors and penetrate in further markets, the company has positioned itself in a Premium
pricing policy. The product prices are kept at par with the prices set up by rival brands.

7. Availability Reach
Value for Money
100% Real Fruit
Packaging Quantity Fruit Juices Segment
Points of Parity
Points of Difference
Unique Flavors
Points of Difference and Points of Parity
[CELLRANGE],
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
-6
-4
-2
0
2
4
6
8
10
-4 -2 0 2 4 6 8 10 12
High Cost
Added Flavor Original Juice
Low Cost
• On the basis of perceptual map, it can be
stated that 100% real fruit used can be a
point of difference with good value for
money.

8. Pricing Strategy
Dabur is doing Premium pricing for the
Real Juice, as the observation shows
that the pricing is done above its two
main competitors
Paper boat is a new entry in the market,
and it is trying to do Penetration
pricing model as it wants to come into
market
Pepsi co. has used a Normal pricing model
where it is keeping the price not too low nor
high, it is trying to capture the market and
also keeping the price for an average
consumer.
ITC Group has been a brand which is
currently adopting to Niche pricing
strategy as it is marketing itself a pure
juice brand,

9. Pricing Model
Brands/Cost heads
Real Juice (Orange)
Tropicana (Orange
Delight)
Paper Boat (Santra) B-Natural ITC Orange+
% Amount % Amount % Amount % Amount
Variable cost 25% 27.5 27% 27 35% 36.75 37% 48.1
Fixed cost 7% 7.7 9% 9 10% 10.5 10% 13
Distributor margin 5% 5.5 6% 6 10% 10.5 8% 10.4
Dealer margin 9% 10 8% 8 12% 12.6 11% 14.3
Company Profit 54% 59.4 50% 50 33% 34.65 34% 44.2
MRP 110 100 105 130

10. Distribution Decision
Step 1: One of Dabur’ s primary strengths is its distribution
method, which allows the company to reach out to all remote
places.
Step 2: The product leaves the factory and it is handled by carrying
and forwarding agents from whom they are delivered to
distributors and stock brokers (Stockiest)
Step 3: After reaching the stockiest, the product is then handled to
the wholesalers or sub-stockist
Step 4: It finally reaches the end consumer through E Markets,
various kind of retailers

11. Promotional Tools

12. Promotional Budget
Real Invested approx. 50 Crores in the promotions of Real Juice and its sales target was 500 Crore