INTRODUCTION

Dabur Ltd is an Indian multinational consumer goods company,

founded by S. K. Burman and headquartered in Ghaziabad. It
manufactures Ayurvedic medicine and natural consumer products, and
is one of the largest fast-moving consumer goods (FMCG) companies
in India. Dabur India Limited (Dabur), a century old company and a
well-known brand in India in the health and wellness products,
launched Real fruit juices in 1997. Real was a pioneer in its category
and faced several challenges in the initial years. People were
apprehensive about the quality of the product and also did not like the
taste. Soon, the company understood that the Indian palate preferred
sweetened fruit juices and modified the product accordingly.
Moreover, the company gave special care on packaging to maintain the
purity and freshness of the product. In addition to this, Dabur
segmented the market in several categories for more effective
penetration. Also, the company launched new advertising campaigns
from time to time to retain customers' interest. As of 2013, Real was
the market leader in the branded and packaged fruit juice category in
India. However, competition increased by several notches in this
category with Coca-Cola launching Minute Maid and Hindustan
Unilever extending its Kissan brand to fruit juices in the recent past. It
remained to be seen whether Dabur Real will be able to sustain its
leadership position in future.
Réal is India’s No. 1* Juice and Nectar brand and has been ensuring
tasty fruit nutrition for millions of Indian families for many decades.
Réal has the widest range of fruit beverages with 22 exciting variants -
from the Exotic Indian Mango, Guava, Litchi, Jamun & Peach to
International Favourites like Pomegranate, Tomato, Cranberry &
Grape and the All-Time Favourites – Mixed Fruit, Orange, Pineapple,
Mosambi and Apple. Réal also boast of its exclusive premium range –
Alphonso Mango, Pink Guava and Mixed Berries and the Ethnic range
suited to the taste buds of an Indian consumer - Masala Aam Panna,
Masala Guava, Masala Sugarcane, Masala Pomegranate & Masala
Mixed Fruit.
• Every Réal fruit beverage is made from the juice of best quality
fruits only.
• Réal undergoes 108 quality tests at various checkpoints for
quality, fruit goodness, taste, nutrition and food safety.
• Réal beverages have no added preservatives or artificial colours
or artificial flavours.
• Each pack of Réal is packed aseptically in 6-layer Tetra Pak
cartons. These packs are tamper-proof and retain fruit goodness
& food safety to give you the best-tasting fruit experience in every
sip.
• abide by the strict guidelines on quality and food safety as
outlined by FSSAI (Food Safety and Standards Authority of
India).
• Complete automation and state of the art manufacturing ensures
minimum human contact with the product.
• Réal is READER'S DIGEST CONSUMERS' MOST TRUSTED
BRAND SINCE 2008
Lifestyle segment the real fruit juice of dabur should aim a based-on
Val’s and AIO inventory models
The fir step that Dabur must take is to run a detailed SWOT Analysis
on the particular Product.
1. Strengths of Real Fruit Juice
A company’s strengths are positive elements, things they do well and
have influence over. A company’s strengths may be what provides it
an advantage over competitors in specific sectors. The following are
the strengths of Dabur Real Fruit Juice.
· Large Variants– Real fruit juice comes in two varieties: Real and Real
Active (sugar-free) juice, each with 16 flavours, allowing the buyer to
select according to their taste and choice.
· Dabur’s Brand Value and Image– Dabur is the most trusted brand in
the world and Real benefits from being a subsidiary of this brand value.
Real has an advantage in using this powerful and enormous brand
image as the parent company Dabur, which has a 133-year-old brand
name with a diversified product portfolio and a leading position in
herbal products in the Indian market.
·Natural Fruit– The juice’s unique selling proposition is that it
contains no additives and is created from real fruit combined with an
equal amount of water. Real Active contains no added sugars or tastes,
as well as no preservatives or additions of any kind.
2. Weaknesses of Real Fruit Juice
A company’s weaknesses are things that can be improved or performed
better and are within their control. Weaknesses are also things that put
you behind competitors or prevent you from meeting goals. The
following are the main weaknesses of Dabur Real Fruit Juice.
· High Pricing– Real Fruit Juice is more expensive than aerated drinks
like Pepsi or Coca-Cola and so may not be preferred by all customers.
Another difficulty is that such drinks are not seen as good value for
money.
·High Investment in Packaging– Since real fruit juice contains no
additives, preservatives, or other artificial agents, the company must
invest heavily in determining packaging technologies to keep their
drinks fresh and of high quality. To keep the beverage’s shelf life, it
must overcome distribution channel management challenges.
·Indian Habits– Unlike the Western world, where fruit juice is
consumed for breakfast, Indians have different habits. Fruit juice is
something that is served to guests or is drank on occasion. This lowered
the frequency of purchases.
·Acquired Taste– Dabur Real Juices are considered to have a medicinal
aftertaste and lack the fresh flavour of the juice. Customers may need
to become used to the taste of the juice before they can enjoy it, making
it an acquired taste.
· A Low Number of Outlets– Dabur Real Fruit Juice has a large number
of franchisees for order taking, but no direct company outlets.
3. Opportunities of Real Fruit Juice
Opportunities are external changes, trends, or needs that could improve
a company’s or organization’s strategic position or benefit them. Let’s
look at the opportunities that Dabur Real Fruit Juice is facing.
Increase in Health Awareness -With rising health consciousness in
society, it is a good sign to keep up the pace and entice customers to
purchase nutritious juice prepared from the freshly extracted pulp.
Buy-out Competitors– Dabur Real Fruit Juice is a well-established
company that can acquire lesser-known brands with a smaller market
share.
The Large Market Potential for Packaged Drinks– The packaged
drinks market is worth over 100 crores INR and is predicted to increase
at a rate of around 18 percent per year. This is a great opportunity for a
company like Dabur in India.
Increase in Social Networking– The global population of social media
users has increased. The three social media networks with the largest
monthly active user increases are Facebook, Twitter, and Instagram.
Dabur may utilize social media to promote its products, engage with
customers, and solicit feedback.
4. Threats of Real Fruit Juice
Threats are circumstances that can limit, harm, or put areas of a
business or organization in danger. They are elements over which the
corporation has no control. This part is useful when contemplating
contingency plans and tactics since it informs you about the threats and
allows you to prepare for them. Following are the threats that Dabur
Real Fruit Juice is currently facing.
Low Entry Barrier– The fruit industry has a low entrance barrier, and
competition comes in all shapes and sizes. Small and medium-sized
firms can enter and cater to the market with ease.
Competition -As there are no entrance restrictions, competition is
fierce. Tropicana, Paperboat, B natural, Minute Maid, Onjus, and
Frooti are its main competitors.
Changeable Consumer’s Taste– Consumer lifestyle changes may
result in a decrease in demand for Dabur India products/services.
Changes in how customers purchase and spend, as well as other altering
consumer behaviors, could threaten Dabur India’s performance.
Unstable FMCG Market– Dabur India faces a threat from the FMCG
market’s slow growth and decline.
Appropriate promotional strategy Dabur should take to promote real
fruit juice India
The product to be promoted is fresh fruit juice, extracted directly from
fresh fruits through a blender. It can be taken either as a mixture of
different fresh fruits extracts or from a single fruit. Different fruits have
got different flavours, for example, mango, orange, pineapple, apple,
water melon, peach and so on. A mixture of different flavours is
normally referred to as juice cocktail. In the society today, fresh juice
is a product seen by many people as healthy and one that has the
capability of boosting one’s immunity.
Different customers will opt for different flavours and it is up to the
seller to make them available. This necessitates product diversity and
hence renders the products a longer product life circle. It is best taken
when chilled. Since it is perishable, it is best to keep it refrigerated so
as to maintain its natural flavour and also to preserve it. A glass of fresh
juice is recommended especially for breakfast.
A target market that the business intends to sell its products to the
customers. This refers to the individuals that are using the products.
The suitable target market of the products includes children, teenagers
and older persons. It is intended for use by the entire population.
As statistics shows that young children especially between the ages of
6 months and 8 years are very vulnerable to different diseases. Since
fresh juice is an immune booster, this age bracket will find it inevitable
to have a glass of the product daily as a part of their diet. The older
generation will use the product as a refreshing drink.
Dabur Real Juice has a strong brand name and has adopted several
plans to market its products successfully in the consumer market. It has
launched a 360-degree campaign to reinforce its image in the consumer
market. Dabur Real Juice has some good taglines attached to its brand
like My Real Fruit Power, and now it has introduced a new one Real
Mein Hai Sadharan Fruit Drink Se Up to 8 Times More Fruit Juice.
Promotional mix involves a combination of promotional methods used
for a product or service. According to Harrell (2008), the five main
aspects of a promotional mix are:
Advertising – This involves the use of an identified sponsored medium
to promote and present goods and services to potential buyers. This is
mainly done so as to convince potential customers to buy the product
or service. It is done through print, radio, catalogues, billboard, and
online advertisement. For example, one can put up a billboard with a
family enjoying delicious fresh juice.
Personal selling – This is the oral presentation of a product or service
to a potential buyer with the aim of persuading him/her to buying the
product or service. It takes place either through face-to-face selling or
telephone. For example, sales agents can be used to promote the
product on a door-to-door basis from one house to another.
Sales promotion – This is a short-term promotional strategy that is
intended to increase the demand of a product or service within the
shortest time possible. Examples: price reductions, coupons,
sweepstakes, contests, free product samples, and demonstrations. A
strategy such as demonstration of the health benefits of the product can
be used to boost the sales of the product.
Public relations – This involves the efforts to maintain an appreciative
image between the organization and its stakeholders, in this case, the
customer. The organization usually tries to maintain a positive image
in the eyes of its customers, hence encouraging them to buy more of
the products or services through newspapers, magazines, articles,
charitable contributions, seminars and speeches.
Direct Marketing – This is where businesses communicate directly to
the customers using techniques such as email, postal correspondence
and online web displays.
What tactic Dabur to take to enter the small cities and rural markets
in India
In this modern age, many rural marketing strategies in India are
available that help marketers reach rural consumers. Complex planning
and an effective rural marketing strategies will help your brand to
flourish in rural areas. From hoarding to mobile, many methods are
available in the rural market. With time, rural marketing India is getting
updated, and now reaching rural markets has become easy
1. Rural Market Segmentation

The first and most important strategy of rural marketing is the proper
segmentation of the rural market.
In this process, a potential rural market is segmented into distinct sub-
markets of consumers with common needs and characteristics.
Rural market segmentation is the initial stage of implementing a rural
marketing strategy.
Once the segmentation is done, the marketer targets the identified
customer groups with the appropriate marketing mix so that the target
segments can perceive the company’s product/brand.
2. Competitive Strategy
Marketers looking to enter the rural market can examine their strategy
on the conceptual framework of Michael Porter’s Five Forces model
for strategy development.
(a) Supplier – In this process, marketers have to focus on supplies. For
this, the brands not only produce high-quality products but also sell
them reasonably.
(b) Customer Power – With increased literacy, the advent of television,
promotional efforts and increased exposure to urban markets, rural
consumers have become more knowledgeable and empowered about
products than ever before. Therefore, markets must offer good quality
products to meet their needs effectively.
(c) Potential Entrants – Rural marketing companies in India operating
in the rural market should work to remove entry barriers by first living
there and build good relationships with retailers so that new entrants
are less likely to arrive and survive.
(d) Alternative Products – Due to high levels of illiteracy, low
awareness and dependence on retailers in rural areas, counterfeiting is
prevalent, and alternatives flourish. Hence the company should have an
adequate strategy to counter this menace so that millions spent in the
brand building are not wasted. Companies have to ensure the education
of rural consumers through packaging, promotion, and brand
recognition to get exactly what they want.
(e) Competitor – The nature of rural marketing competition is very
different from that in the urban market. Thus, the competitive strategy
concerning the rural market differs on almost all five forces, which
suggests that the strategic approach required for the rural market is very
different from the approach adopted in the urban market.
3. Product Strategy
Product strategy in rural marketing is an essential step for good
marketing. So, for this, check out the points mentioned below: -
•Understand product value
•Packaging
•Branding
•Logos & Symbols

4.Pricing Strategy

Companies must price their products competitively and provide

maximum value for money spent in their rural areas.
Indian companies can do this by creating an aggressive cost structure.
Redesigning of products for the rural market should be done to
maintain a low cost of products.
Refill packs are an excellent example in this case.
5. Advertisement Via Hoardings & Wall Paintings
Advertisement through hoarding is quite an old and effective way of
branding. And it sounds strange that it is the best option for rural
marketing.
In this process, the marketer or adviser put hoardings on the side of the
road.
Apart from hoarding, wall painting is most effective in rural areas for
branding.
Markets and advertisers decide the design of wall painting. Then, it is
handed over to a local artist to complete the artwork of the layout.
The rural area of India prefers to live in simplicity and traditional
values.
Thus, wall painting is a sure way of attracting the attention of the people
of the village.
So, if you want good product branding in rural markets, then this
method is best for you.
6. Mobile VAN

Videos and audios create a more impactful impression for anything.

Similarly, these mediums create highly affected impressions of brands
in rural areas. So, for rural marketing, mobile vans must be a good
option.
Mobile vans also work to spread the brand’s image and message across
multiple locations in a single day in a single village or even in several
villages.
Placing leaflets, flyers and product samples in the mobile van will
further enhance the brand’s image among the local people.
7. Kiosk Setup

When branders want one-on-one interaction with rural people, then

kiosk setup is one the best ways or rural marketing strategies.
For this, you have to set up the kiosk in the popular areas of the village
like a post office, the marketplace, near a high school, etc., to attract
them. Then, as a result, they will be influenced to reach the kiosk out
of their curiosity.
Kiosk setup also helps you to have a detailed conversation with
potential consumers about the brand. This, in turn, helps in building a
solid image of the brand among the villagers.
Distribution of leaflets and flyers, product/service display and
sampling, goes a long way in strengthening the brand’s reach.
8. Shop Branding
Shop branding is another best strategy to make your brand popular
among rural people. In this process, you have to advertise your brand
in and around the village shop, which will create an immediate response
between the rural consumers.
Shop branding in rural marketing is the same as mall advertising in
cities.
Advertisement of a brand near a retail outlet induces the customer to
buy the product out of curiosity.
Thus, it is a very impactful way of rural marketing.
9. Fairs (Melas) & Events

Melas or village fairs are the most anticipated events in the village.
These village fairs or events are held in the various festivals that locals
observe.
Almost the entire village and the crowds of the surrounding villages
participate in these fairs.
Hence, putting up a stall in these fairs is a prudent way to draw the
attention of a village towards a brand.