2. OBJECTIVES
TO BECOME LEADING PLAYER IN INDIAN
FRUIT PROCESSING
TO ACHIEVE SALES TURNOVER OF 500
CRORE BY 2010
FRUIT BRANDS-’REAL’,’ACTIV’ AND
‘COOLERS’ ARE TO BE MADE MAJOR
CONTESTANTS IN THEIR SEGMENTS
3. MARKETING STRATEGY
SEVERAL VARIANTS LIKE
LITCHI,GUAVA,POMERGRANATE TO MEET
CUSTOMER NEEDS
EXPAND TO SPICES/VEGETABLES TO
SUPPLEMENT REVENUE FROM FRUIT JUICES
INCREASE EXPORT REVENUE TO FROM
15CRORE(2006) –100 CRORE(2010)
NEW TARGET GROUPS
EXPAND PRODUCTION FACILITIES TO
SUPPORT THESE AIMS
4. MARKETING STRATEGY
INVESTMENT OF 100 CRORE WILL BE
UTILISED IN IMPLEMENTATION OF
MARKETING AND PRODUCTION OVER NEXT
2 YEARS
COMPANY WILL INVEST 40 CRORE TO
UPGRADE SILISURI FOOD PROCESSING UNIT
WILL SET UP A PACKAGING UNIT IN WEST
BENGAL
WILL SET UP NEW FRUIT PROCESSING UNIT
IN SOUTH INDIA TO TAKE ADVANTAGE OF
DISTRIBUTION EFFICIENCIES
5. EXPANDING BRANDS TO 75 CRORE
LEVEL
PROMOTION OF ‘DABUR FRUIT JUICE’ IN
MARKET TO INCREASE DEMAND FOR
PRODUCT
INVEST IN PRODUCTION/FOOD PROCESSING
UNITS IN ORDER TO INCREASE
PRODUCTION
ATTRACT/FOCUS ON NEW TARGET GROUPS
TO INCREASE CUSTOMER BASE
DEVELOP NEW VARIANTS TO MEET
DEMANDS OF NEWLY ACQUIRED CUSTOMER
6. Price of each products
Promotional offers
ENCOURAGING CUSTOMERS
PROMOTIONAL OFFER
INTRODUCTORY OFFER
QUALITY
7. HOW WILL FRUIT JUICE
WITHSTAND DABURS ‘AYURVEDA
‘IMAGE
WHEN WE HEAR ‘DABUR’ WE THINK
‘AYURVEDA’
COMPANY HAS GIVEN US TOP QUALITY
PRODUCTS OVER THE YEARS
COMPANY CAN PROMOTE ITS PRODUCTS AS
A ‘FUN ‘ ENERGY DRINK TO YOUNGER
TRENDY TARGET GROUP WHO MAY NOT BE
PARTICULARY INTERESTED IN HEALTHY
LIFESTYLE
8. WILL PEOPLE ACCEPT THE ‘CHYAVANPRASH’
COMPANY AS A FRUIT JUICE PRODUCER
DABUR HAS MANY PRODUCTS WHICH COME
WITH A PROMISE QUALITY
‘QUALITY’ MEANS A NEW PRODUCT WILL
JUST AS GOOD AS EXISTING PRODUCTS
DABUR CAN PROMOTE THIS PRODUCT AS A
HEALTHY, NUTRITION ENRICHED PRODUCT
9. HOW WILL DABUR’S FOOD PROCESSING
TECHNOLOGY MATCH THAT OF MNC’S
COMPANY CAN FOCUS ON THOSE LINES
THAT BRING IN SOME PROFIT
INVESTMENTS CAN BE MADE IN EXPANSION
AND UPGRADATION OF PRODUCTION
FACILITIES/UNITS
SETTING UP NEW FACILITIES IN NEW
REGIONS WITH SUPERIOR ADVANTAGE
TRANSPORT/DISTRIBUTION
ENSURING IDEAL WORKING CONDITIONS
WITHIN THESE PLANTS
LATEST TECHNOLOGY
10. HOW WILL DABUR TAKE CARE OF PERISHABLE
PRODUCTS/TYPE OF DISTRIBUTION CHANNELS
PROPER PACKAGING/MENTION EXPIRY DATE
PROPER STORAGE/TRANSPORT FACILTY
TRANSPORT SYSTEMS AVAILABLE TO
COMPANY ARE
AIRWAYS,ROADWAYS,OCEANS
COMPANY CAN CHOOSE A SYSTEM BASED
ON COST AND DELIVERY TIME
FOR EXPORTS TO UAE,AUSTRALIA,EUROPE
