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 7th
April

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