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real fruit juice marketing strategies by universal business school students, mumbai
- 1. Priyansh Akash Pritam Pranay Achyut
- 3. Leadership Attributes Risk taker Patience Optimism Passionate Humble
- 4. History of Real Juice • Started in year 1997. • With an aim to achieve sale of Rs.500 crore. • Invested 100 crore over three years. • Manufacturing lines in different states. • Packing and design makeover.
- 6. Evolution of company Logo • A symbol of nature • a provider of shelter, food and protection • stability and represent growth
- 7. Branding strategy • What is branding strategy ? Line extension Advantage Easy to implement Retailer relationships Low cost of production Disadvantage Line extension Encourage variety seeking Strained relations
- 8. Brand Positioning • What is Brand positioning ? Branding positioning Youth Existing age group School children Health conscious people
- 9. • Ansoff’s matrix suggests that a business growth strategy depends on whether it markets new or existing products in new or existing markets. • The output from the matrix is series of 4 suggested growth strategies which set to the direction for the business strategy. Ansoff’s Matrix Market penetration Market Development Product Development Diversification
- 10. • Maintain or increase the market share of current products • Secure dominance of growth markets • Restructure a mature market by driving out competitors • Increase usage by existing customers Market penetration
- 11. Market development Approach of market development • New geographical markets; e.g. exporting • New products dimensions or packaging(e.g.sizes, flavors, features) • New distribution channels(e.g. using E- commerce and mail order) • Different pricing policies to attract different customers
- 12. • A strategy that often plays to the strengths of an established business • Strong emphasis on effective market research (insight into customer needs and successful innovation) • A great way of exploiting the exploiting the existing customer base • Being first to market is important Product development
- 14. PUBLIC RELATIONSHIP NON-PROFIT ORGANIZATION HAND MATERIAL SPECIAL EVENTS INTERACTING MARKETING
- 15. MARKET SHARE 50% AWARENESS 26% INDIA’S FIRST PACKAGED FRUIT PLUS VEGETABLE JUICE MARKET SHARE 25% AWARENESS 17% EXTRACT ORANGE JUICE FROM BRAZIL Brand competitor
- 16. SUGGESTION Suggestions from Company point of view • Major shares of Dabur comes from Real, they should concentrate on increasing market share of their other products Suggestion from customer point of view: • Rates should be lowered because “eye level is buy level”. • Show how juices are manufactured in factory and what are hygiene levels
- 17. DID YOU KNOW? • India’s no.1 fresh Fruit Juice brand. • Real awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food & beverages category. • Voted by consumers as the most trusted fruit juice brand for four years in a row.