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Real juice
The document outlines the leadership attributes and strategic growth approach of Dabur, particularly through its fruit juice brand Real, which started in 1997 with an aim to achieve significant sales growth. It emphasizes branding strategies, market penetration, and product development, while addressing both customer and company perspectives for enhancing market share. Real has been recognized as India's leading fresh fruit juice brand, receiving multiple awards for consumer trust.
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Real juice
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- 3. Leadership Attributes Risk takerPatience Optimism Passionate Humble
- 4. History of RealJuice • 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.
- 5. Evolution of companyLogo • A symbol of nature • a provider of shelter, food and protection • stability and represent growth
- 6. Branding strategy • Whatis branding strategy ? Line extension Advantage Easy to implement Retailer relationships Low cost of production Disadvantage Line extension Encourage variety seeking Strained relations
- 7. Brand Positioning • Whatis Brand positioning ? Branding positioning Youth Existing age group School children Health conscious people
- 8. • Ansoff’s matrixsuggests 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 Product Development Market Development Diversification
- 9. • Maintain orincrease 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
- 10. Market development Approach ofmarket 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
- 11. • A strategythat 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
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- 14. SUGGESTION Suggestions from Companypoint 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
- 15. 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.