1. C010 Vasudha Chaudhary C020 Akanksha Hiwarale C032 Maya Krishnamurty
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DABUR REAL FRUIT JUICE
C010 Vasudha Chaudhary C020 Akanksha Hiwarale C032 Maya Krishnamurty
C042 NEHA PAHARIA C052 ROHAN SHAH C063 VISHAL VARADHARAJAN

2. How did the name “Dabur” Originate ?
Founded in 1884 by Dr. S.K. Burman, a physician in West Bengal.
In Bengal, they used to call him Daaktar Burman.
Daktar Burman
Vision: “Dedicated to the health and well being of every household”
World’s largest Ayurvedic and Natural Health Care Company
Turn Over of 7073 Crs in with Net Profit of 914 Crs

3. Dabur PRODuct RANge
Home Care
Hair Care
Skin Care

4. Digestives
OTC and Ethical's
Oral Care
Health
Supplement

5. Packaged Fruit Juice Industry
Branded fruit beverage market is estimated to be worth 1200 crs
Projected to grow at CAGR- 15% for next 3 years
This market is subdivided into 3 categories
Juices – above 85 % pulp content
Nectars – 20 to 85% pulp content
Fruit Drink – Less than 20% pulp content

6. Juice Industry in India
Annual production of 9 million tons of fruits, growing at a rate of 12% per annum
Accounts for about 10% of global beverage consumption
The total market for fruit juices (in India) is 230 million litres which includes both packed and freshly made fruit juices
Majorly dominated by unorganized natural juice market (street vendors)
As per a survey, 81% of fruit juice consumption in India is unplanned
38% is pure impulse
60% of fruit juices consumption happened outside the home
86 % of the fruit juice market is still lying untapped
Organized juice market witnessing annual growth rate of 30%
Factors affecting demand
Population
Income and prices
Consumption habits and preferences
Promotional activities
Seasonality

7. PORTER’S Model

8. REAL FRUIT JUICE
1996 – Real Juice
Regular juices
14 variants (seasonal as well as exotic fruits)
2002 – Real Activ
Unsweetened juice for health conscious consumers
7 variants
2004 – Real Junior
For children below the age of 6
Available in small tetra packs
6 variants
2009 – Real Burst
A range of light and refreshing beverage
4 variants
Named such to convey juices were natural and healthy, contained no preservatives, and tasted like eating actual fruit)
14 variants available
Real at pubs and bars – Mixology workshop for non-alcoholic beverages
Accolades:
India’s No.1 Fruit Juice Brand
Voted as a Super brand
Real awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food and beverages category

9. PROCESS Filling Pasteurization and packaging Reconstitution
Harvesting and collection of fruits
Cleaning / grading
Extraction
Concentration
Reconstitution
Pasteurization and packaging
Filling
PROCESS

10. Metropolitan/ Urban/ Rural
Market Segmentation
Geographic
Metropolitan/ Urban/ Rural
Climatic Conditions
Demographic
Age – all age group
Gender – Both Male and Female
Income – middle & higher Class
Occupation – student, working and retired people
Awareness – Health Conscious
Psychographic
Personality – No
Life Style – Yes
Value – Yes
Attitude – Yes
Behavioral
Benefit sought
Product usage rate
Brand loyalty
Income status

11. TARGET MARKET Primary Market Secondary Market
Kids – Fond of Fruit Juice (fond of mango, strawberry)
Teens – More experimental
Youth – Experimental and more buying power
Working People
Housewives
Elderly people
Travel Industry
Airlines, Railways and Local Transport Systems
Recreational
Movie, Theatres, Malls, Amusement Parks.
School, Colleges
Hotels, Restaurants, Bars etc.

12. Positioning USPs Availability No Preservatives Reach Fun Healthy
Thirst Quenching
Point of Parity
Fruit Juices
Packing Quantity
Pricing
Point of Difference
Variants
Real Active
Used in
Mock tails
Brand Mantra
Tasty, healthy,
Nutritious

13. challenges in juice industry - India
Crop farming perceived to be a far more respectable profession than cultivation of fruits and vegetables
Fruit cultivation is vulnerable to adverse weather conditions and storage issues (perishable)
Risk of high price volatility
Unorganized juice market

14. Competition Major Competitors Difference for Dabur Tropicana (PepsiCo)
Minute Maid (Coca-Cola)
Saint Juices (Parle-Agro Ltd)
Safal Fruit Juices (Mother Dairy)
Ceres fruit juice (Ceres Fruit Juices Pvt. Ltd, South Africa)
Other options: Leh Berry and Godrej XS
Imported brands: Kokuzu and Mogu Mogu
Difference for Dabur
For Coca-Cola, PepsiCo, juices was a niche category
Dabur pinned its entire hopes in beverages on juices

15. Major Competitor Analysis
Tropicana is a product of vast PEPSI family and has a market share of 25%
The company sources orange juice concentrates from Brazil.
They come in tetra packs of one litre and PET bottles of 500 ml and one litre.
Pepsi also markets Gatorade an energy drink for the sports personnel which is a sugar-free Diet Pepsi.
Pepsi, in association with Unilever have launched Lipton iced tea
Parle Agro has entered the fruit juice category with the launch of Saint Juice.
Saint Juice claims to be completely free from sugar and added preservatives. 
The current positioning of Saint Juice is targeting the consumer who is actively looking for a 100% juice.

16. Major Substitution product analysis
Maaza was launched in 1976.
In 1993, Maaza was acquired by coca cola India.
Over the years, Maaza has become synonymous with mango.
The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain naam.
It is available in 200 ml , 250 ml , 125 ml tetra pack and 200 ml tetra pack.
Frooti from Parle Agro is the largest distributed fruit drink with 85% market share (Tetra Pack)
It reaches more than 10 lakh retail outlets in up to class C towns
Parle’s Agro’s APPY, in 1996 had a market share of 5% in the fruit drink segment
In 2003 its new variant-APPY FIZZ as launched which was a hit.

17. MARKET SHARE ANALYSIS Market Shares AS PER BRANDS
Major Flavors in market and its Share

18. SWOT ANALYSIS STRENGTHS WEAKNESS Strong Brand Name
More health, hygienic consciousness
Rise of tier 2, tier3 & rural areas.
Changing demographics and consumer behavior
Huge untapped market
WEAKNESS
Low capital intensive industry attracts new entrants.
Low quality standards of unrecognized players- leading to low confidence in industry
Demand is seasonal dependent
OPPORTUNITIES
Increasing Organization of retail stores.
Differentiated packaging and variants.
Healthy proposition
Unique offerings
Wider option- from single fruit to mixed fruit.
Product extension- sachets of fruit powder.
THREATS
Intense competition from Local juice vendors.
Government regulations and pricing policies
Uninterrupted logistics and supply of raw material.

19. How does Dabur contribute to Brand building of Real?
Initiation
Till 1996 branded packaged juices were an alien beverage category
Consumer preferences - Colas and carbonated soft drinks
Decision to launch Real seemed wrong initially
Reasons
Expensive vis-a-vis soft drinks
Unbranded alternatives e.g. sugarcane juice, coconut water
Preservatives
Gradual increase in demand
Increased purchasing power
Convenient breakfast choice
Health consciousness
Ease of carrying

20. 4 Ps
Product
14 Flavors
Packaged fruit juice available in different sizes.
No artificial flavors & preservatives.
Loaded with Vitamins like A, C, E.
Amazing taste.
Full of nutrition & power.
Place
Real is sold through Dabur’s 125 year old distribution network
Through Agents & Stockiest, who further distribute the products to Retailers
Has franchises that work as separate entities
Available in all retail outlets across every nook & corner of the country
Price
Priced in the range of Rs.20(200 ml) to
Rs. 105(1 litre)
Pricing of Real is a bit higher than other competitors (Premium pricing).
Promotions
Television Commercials
Outdoors / Hoardings
Magazine & press ads
Internet
Sales promotion

21. Promotion Strategy Advertising:
Bollywood fitness figure Bipasha Basu endorsing Activ juices
Real-life mother Sonali Bendre in ads for Real juice targeted at moms and kids
Real Taste Challenge
Real Fruit ka Juice Offer
Consumer education programmes to promote nutritional awareness.
Merchandising Real juices at fruit kiosks
360 degree campaign to reinforce its real fruit juice image
The campaign also has touch points at trade centres such as Big Bazaar and Reliance stores. These touch points engaged children through Flash games in which falling fruit are caught in a basket.

22. INTERNET ADS
PRESS ADS

23. Outdoors / Hoardings
SALES PROMOTION
TVC
Real juice.mp4

24. Survey results

25. parameter wise results

26. Bright future of juice industry
Growing demand:
Change in lifestyle – Juices are being viewed as a holistic solution for improving a person’s health and increasing immunity against diseases, thus consumers are shifting to non-carbonated drinks
Favourable demographics – The primary consumers are children, teenagers, young adults and middle- aged people (which constitutes close to 80% of Indian population)
Rising disposable income and hygiene concerns are shifting people from unorganized juice vendors to organized ones.
Government initiatives:
At present, as per government policies, up to 100% FDI permitted under the automatic route in the country’s food infrastructure comprising food parks, cold storage chains and warehousing, among others.
The same will encourage investment and growth in juice industry.
Government has also reduced corporate taxes and custom duties on food processing plant and related equipment, apart from setting up free trade zones and export processing zones for the industry. 

27. Bright future of juice industry
Markets yet to be exploited
The proportion of packed fruit juices is just 3.4 Million litres (just over 1% of market). This translates to just 20 ml per capital consumption as against 45 litres in Germany, 42.5 litres in Switzerland and 39 litres in USA
India is the second largest producer of fruits and largest producer of bananas and mangoes providing a huge export opportunity (presently India contributes to only 0.8% of global exports)
Huge scope for exploiting markets of Tier II and Tier III cities
REVENUE GROWTH OF JUICE INDUSTRY IN INDIA

28. Brand equity and awareness
Brand Extension : Brand introduced known as Réal SUPAFruits. The company introduced two flavours Réal SUPAFruits Strawberry-Plum and Réal SUPAFruits Goji Berry-Pink Guava
Annual growth in revenues were highest among nectars and exotic variants. Indicates a possible star (as per BCG model) in the coming future
Brand Awareness
Among survey conducted, Dabur has a low Top of the Mind Recall (41.17%)
Real Activ+ gained traction in sales, especially among health conscious women, after being endorsed by Bipasha Basu
Sponsored pandals during Durga Puja in Delhi and Kolkata as part of Puja celebrations

29. RECOMMENDATIONS
Real Juice must try to strengthen its brand association with Dabur.
Real must try to counter Tropicana’s increasing market share by packaging the product more attractively
Dabur must try to cater to the adolescent group where it’s losing market share
The company must introduce new products including new flavour variants to maintain appeal.
The company must exploit its established distribution and brand recognition to continue dominating 100% juice and nectars (20-85% juice) market

30. THANK YOU