DaktarBurman Real Juice is India's number 1 fruit juice brand with Rs 500 crore in annual sales. It was voted the most trusted fruit juice brand for four years and received the Reader's Digest Trusted Brand Gold Award in 2009. When launched in 1996, Real Juice conveyed that its products were made from natural fruits with no preservatives and tasted like fresh fruit. Some hurdles included selling the concept of packaged juice in India and competing against other brands. Real Juice addresses consumer preferences for taste through 14 flavors and targets kids by offering convenient packaging designed for lunch boxes. It has expanded its distribution through retail networks and food service placements.

1. DaktarBurmanReal Juice

2. A “ Rs 500 crore Sales Turnover” Product

3. Accolades For “REAL”India's No. 1 Fruit Juice brand Voted as a Superbrand Voted by consumers as the most trusted fruit juice brand for four years .Réal awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food and beverages category.

4. "The one word—'Real'—conveyed all of that"When Dabur Foods launched its line of fruit juices in 1996, Indians had a new choice - a Real choice.Because Amit(CEO) wanted customers to know that their juices were natural and healthy, contained no preservatives, and tasted like eating actual fruit.

5. Hurdles Faced By Real Juice

6. 1) SellingSelling the concept of packaged juices - "The Indian consumer has always preferred fresh juice to packaged juice &The consumer is wary of packaged food, as they feel it has preservatives and is therefore not fresh."

7. 2) Competition

8. Market Share9 %55 %30%

9. 3) Consumer BehaviourKey Driver – TASTE"Indian consumers like to add sugar when they squeeze their juice. “14 delicious variant “Currently, Dabur Real is available in 14 flavours, with orange and mixed fruit as bestsellers.

10. Real is endorsed by…Protein Foods & Nutrition development Association of India.

11. Marketing Strategies14 VariantsNutritious Lunch for kids- The juices come in convenient Tetra Pak packaging (known colloquially as "squeeze boxes") designed to fit into a tiffin box (lunch box).Real brand at pubs and bars"mixology"- Real fruit juice as the essential ingredient to make cocktails and nonalcoholic "mocktails." Different Products for different customers .

12. Real – THE FRUIT POWERMade from best quality fruits, Réaldoes not have artificial flavours and preservatives, and offer your kids not just great taste, but also FRUIT POWER - the power of fruits.

13. Success Followed by:Dabur launched Real Activ in 2002 for YOUNG ADULT and Real Junior for KIDS in 2004 Niche AudiencesReal Activ, made with a combination of fruit and vegetable juices and boosted with antioxidants like Vitamins A, C, and E, is an unsweetened option marketed to health-conscious young adults.Real Junior juices are intended for children under six.

14. Study Based on Survey :

15. Come Up With…Small Packs for KidsTarget- Mom & KidsSize decreases to 200mlHeath and Flavors

16. DistributionRetail networks in India.Expanding its reach in the food-service industry by securing placement in hospitals, airlines, railways, hotels, and restaurants.

17. Thanks For ListeningPresented By: VasundhraRana, IIPM ( 2011)