Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
130Activity
0 of .
Results for:
No results containing your search query
P. 1
Marketing Project on real juice

Marketing Project on real juice

Ratings: (0)|Views: 5,213 |Likes:
Published by richie1989
matter for the same
matter for the same

More info:

Published by: richie1989 on Mar 14, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as RTF, PDF, TXT or read online from Scribd
See more
See less

05/08/2014

pdf

text

original

 
 Dabur eyes Rs 500 crore sales turnover from Real juiceBS Reporter / New Delhi February 21, 2007Dabur Foods, a 100 per cent subsidiary of FMCG company Dabur India, aims to achieve a salesturnover of Rs 500 crore by 2010 from its flagship juice brand Real. Towards this, the company will invest Rs 100 crore over three years. Of this, Rs 70 crore will beutilised for expanding manufacturing lines in Jaipur, Siliguri and Nepal. Currently, Dabur Real contributes Rs 175 crore to the kitty of Dabur Foods, which has an overallturnover of Rs 225 crore. The other brands of Dabur Foods are Active, Coolers and Hommade. To ensure sustained growth of Dabur Real, the company was evaluating the jams and jellymarket and also cut-fruits and fruit syrup market though no immediate announcements in thesecategories were expected, Amit Burman, CEO, Dabur Foods, said. “Over the past 10 years, Real has had a compound annual growth rate (CAGR) of 33 per cent.Our focus over the next three years will be to achieve a CAGR of 25 per cent, thus increasingturnover from the brand to Rs 500 crore by 2010,” Burman said. Dabur has also done a packaging and design makeover of its Real brand. Explaining therationale behind the new packaging, Sanjay Sharma, general manager, sales and marketing,said: “The new look has a two-fold agenda - to retain the loyalty of our current consumer baseand to attract more consumers.” The Rs 350 crore domestic branded juice market is growing at a CAGR of 25 per cent. Accordingto a study by AC Neilson, Dabur Real has nearly 57 per cent market share, while Tropicana is adistant second with 25 per cent share. To cater to the demands of the exports market, the new manufacturing lines would also cater tothe markets in the West Asia and African countries, Burman said.Other article
Fruit
 juice
segment poised for 30% growthSaturday, March 04, 2006Sabyasachi Samajdar, New DelhiThe branded fruit
 juice
market in India is estimated to be worth Rs 500 crore organisedfruit beverage market (nectars, drinks and juices combined) and the segment is growingat about 30 per cent per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro arealready in the market and in view of the swift growth in the market, newcomers likeSurya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come intothe market with new products in the recent years.Amit Burman, Chief Executive Officer, Dabur Foods, told Food & Beverage News in aninterview that the market share of Dabur's
Real
Fruit
 juice
is now 60 per cent. No doubt
 
Dabur's
Real
Fruit
 juice
is the market leader followed by Pepsi's Tropicana. The twomajor fruit
 juice
makers in India, Tropicana and Dabur are going all out to tease Indiantaste buds with ethnic flavours. However, Godrej's Jumpin is slowly achieving its spacein the fruit
 juice
market. Godrej Industries Foods Division has introduced fruit juicesunder the Xs brand, which earlier only consisted of nectars. Parle Agro's Frooti and N-Joitoo are doing well in the market. Delhi NCR-based Surya Foods and Agro Ltd,manufacturers of Priyagold biscuits, has forayed into the juices segment. Mother Dairyhas recently launched the Safal brand of juices. Safal is currently available in orange,mixed fruit, grape and an orange-apple combination. Ladakh Foods, makers of the LehBerry seabuckthorn berry drink, has now launched an apple-peach combination
 juice
anda mixed fruit variant. Ahmedabad-based Pioma Industries, makers of the Rasna brand of soft drink concentrates, test marketed a diluted mango
 juice
in Andhra Pradesh recently.There are now racks filled with fruit juices, nectars and drinks.
Real juices from Dabur Foods
Dabur Foods introduced for the first time in the Indian market Cranberry
 juice
-
Real
Cranberry Nectar. An innovative product from Dabur Foods' portfolio,
 
Real
Cranberry Nectar is exotic fruit
 juice
nectar, available in 1-litre packs. According to sources,
Real
Cranberry offers the exotic flavour and nutritive value of cranberries, rich in vitamins,minerals and antioxidants, which make it a healthy beverage. Dabur Foods' flagship brand,
Real
offers the largest range of fruit juices, which are an assortment of traditionalIndian and international flavours - orange, mango, tomato, pineapple, mixed fruit, grape,guava, litchi and cranberry.
Real
Fruit
 
Juice
is a packaged, 100 per cent preservative-freefruit
 juice
brand offering consumers the great taste and wholesome nutrition of freshlysqueezed
 juice
in a hygienic and attractive pack. Dabur Foods is the only
 juice
companyin India and among the top 5 companies in the world to use the latest spin cap tetra pack,cold fill technology and spill-proof double seal cap for packaging.
Real
Fruit
Juice
isIndia's first and only packaged Fruit
Juice
brand to get SGS (Societe Generale deSurveillance) certifications for high safety standards used in packaging that conform tothe stringent HACCP and GMP standards. The brand has also won the award for 'Highestsales growth achieved by a brand' in the non-dairy category. Dabur Foods also launched preservative-free fruit
 
 juice
a sub-brand
Real
Junior in 2004, targeted at kids below sixyears - creating an age-specific market segmentation. This is claimed to be a first of itskind segmentation in the Indian fruit
 juice
market in keeping with Dabur's
marketing
strategy of segmenting the market with customised fruit juices.
Real
Junior has twoflavours - mango and apple, enriched with calcium, in 125 ml packs for children belowsix years. The vibrant packs with animated fruit characters are intended to appeal tochildren by highlighting the taste and nutrition of 
Real
Junior. Dabur Foods has a portfolio of nine variants under the
Real
brand, which offers the largest range of fruit juices - an assortment of traditional Indian and international flavours - orange, mango,tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry. To expand the choice-set of juices for consumers, Dabur Foods has constantly been introducing innovativevariants like
Real
Activ Orange Carrot - India's first fruit-vegetable
 juice
. The companyhas also launched multiple-size options to kids like
Real
Fruit
Juice
School packs thatsuit varied consumption needs and occasions. Dabur Foods had launched "India's first"
 
 packaged, fruit-plus-vegetable
 juice
,
Real
Activ Orange Carrot, a blend of juicy orangesand sweet carrots. A nutritious powerhouse to boost the health. This powerful combo brings together the taste and nutrition of orange, with the beta-carotene rich carrot
 juice
that is recognised by health experts as the 'wonder 
 juice
'. Packed with high amount of antioxidants Vitamins A, C and E,
Real
Activ Orange Carrot
 juice
provides instantrejuvenation to body and also strengthens the immunity levels.
Real
Activ Orange Carrot
 juice
is a delicious and convenient way to include more vitamins and minerals in your diet. Carrot
 juice
, also known as the 'miracle
 juice
,' is beneficial for eyes, skin and thedigestive system. Orange
 juice
provides energy, relieves nausea and also helps inimproving resistance of the body.
Real
Activ is targeted at health conscious youngexecutives for whom fitness is a way of life and is available in orange and apple flavours.
Pepsi's Tropicana
Tropicana has launched a sub-brand Tropicana Tropics and is introducing new flavoursmango nectar, guava pulp and litchi
 juice
under this brand. It may be recalled that Pepsihad launched mango and litchi flavours earlier under its fruit drink brand 'Slice' inreturnable glass bottles. Tropicana juices have 80 per cent fruit pulp content. At presentTropicana has about seven flavours in the market - apple, pineapple, orange, appleorange, grape and mixed fruit. The company is now working on building the samecapacities for other fruits like guava, pineapple, papaya pulp, grapes and pomegranate.PepsiCo teamed up with Punjab Agri Export Corporation for a joint citrus cultivation project in 2003 in Punjab. The company was looking for a similar deal with pineapplefarmers in Kerala. Dabur Foods is going local with a vengeance with its fruit juices. It isalso aiming to expand its market by introducing juices with a lower price tag. Thecompany has launched a new brand 'Coolers' in four variants - green mango, pomegranate, jamun, and water melon with one litre of Cooler priced at Rs 50. Coolerslike Tropicana Tropics also contains only 20 per cent of fruit pulp against over 80 per cent in
 
Real
variants.According to sources, Tropicana Pure Premium orange
 juice
is made from one thing -Orange. Original with no pulp, Homestyle with some pulp, and Grove stand with lots of  pulp. Also look for the Calcium fortified products: Calcium plus Vitamin D with no pulp,and Grove stand (Lots of Pulp) with Calcium. Tropicana Pure Premium is the orange
 juice
brand.
Jumpin, Xs from Godrej
The foods division of Godrej Industries has been one of the pioneers in the fruit drinksand fruit nectar categories in India. It offers two well-known brands - Jumpin and Xs.Jumpin - this range of fruit drinks is available in four flavours: mango, pineapple, appleand orange. It comes in an innovative baseline pack design that is trendy and easy tohold. Flavour retention is high and freshness of taste is never lost. Jumpin can be enjoyedstraight or in a punch or cocktail. It is available in slim packs of 200 ml in trays of 27(straws provided). Also available in 1000 ml packs. Xs - this brand comes in three

Activity (130)

You've already reviewed this. Edit your review.
Ritika Dang liked this
1 thousand reads
1 hundred reads
Akshay Jagga liked this
Nicy Subish liked this
Vijit Jalan liked this
Vijit Jalan liked this
Prakshal Lunavat liked this
Prakshal Lunavat liked this
Nischal Neupane liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->