Dabur Real Fruit Juice is India's number one fruit juice brand, launched in 1996 with 14 variants made from quality fruits without artificial flavors or preservatives. It holds a 55% market share and is positioned as the most nutritious fruit juice, offering "fruit juice with fruit power." Its marketing mix includes new flavors, packaging in various sizes, promotions through television and digital ads, and pricing slightly higher than competitors for its premium quality.

1. Dabur Real FruitJuice

2. Presented by
Ankish jain

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 Northern & Western 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:
 Fresh fruit.
 Rich Taste
Objective of Purchase:
 Energizing.
 To Quench thirst.
Organization of Purchase:
 Anybody who wants to have it.

16. Consumer Behaviour
(contd…)
Operation of Purchase:
 Tetrapacks of 200 ml and 500ml, 2 litre PET bottles
Occasion of Purchase:
 Routine Meals - breakfast, parties
Outlet of Purchase:
 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 LINE
The New REAL
Tasty ‘n’ Powerful