DABUR

REAL POWER
FRUIT JUICE
CHAYAN SEN
INTERNATIONAL MANAGEMENT INSTITUTE,
BHUBANESWAR
ABOUT DABUR INDIA LTD
 Dabur is one of the leading Fast-Moving Consumer Goods (FMCG) Brand in India
 It was founded by SK Burman in the year 1884
 The company has its headquarter in Ghaziabad, Uttar Pradesh
 Dabur is regarded as one of the World’s largest Ayurvedic and Natural Health care company
 It functions in the major consumer segment like :
 Oral care
 Health Care
 Skin Care
 Home care
 Foods
ABOUT REAL FRUIT POWER JUICE
◦ Real Fruit Power Juice is a product of Dabur Foods which is a subsidiary of Dabur
◦ It was launched in the year 1997
◦ It is available on 17 different flavors
◦ These are made from best quality fruits and it doesn’t contain any artificial flavors or preservatives
◦ The packing is an aseptic 6 Layered tetra pack, thus ensuring all nutrients are intact when it reaches the
consumers
◦ It has been awarded “India’s Most trusted Brand” for consecutive six years in a row
◦ It has become market leader with around 42 % Market Share
MARKETING MIX
◦ PRODUCT
◦ Dabur Real Fruit power Juices offers their
customers a wide variety of 17 flavours to
choose from
◦ The flavours are a collection of both Indian
and International flavours
◦ Its packaging is also hygienic and attractive
to draw people towards the product
◦ It has a diversified product portfolio and thus
giving the customers a wide variety of
choices
◦ PRICE
◦ Pricing Policy of Dabur Real Fruit power
Juices is competitive pricing policy
◦ The prices of the products are kept at par
with its competitors
◦ This strategy of affordable pricing has made
Real Juice to acquire a major portion of the
market in India
MARKETING MIX
◦ PLACE ◦ PROMOTION

◦ Being an Indian brand, it has a coverage all
over the country
◦ Targeted all the segments from children to
adults as well as the old age
◦ It has extended its reach to hotels, airlines,
hospitals
◦ It has manufacturing centers in India and
Nepal
◦ Also available on online ecommerce
platforms
◦ They have invested largely on TV
commercials
◦ The company connects directly with the
consumers through social media posts and
YouTube
◦ Celebrity Endorsement
◦ Sponsoring matches , events and concerts
SEGMENTATION,TARGETING AND
POSITIONING
SEGMENTATION :

◦ Geographic Segmentation:
◦ The market is segmented nationally as well as regionally
◦ Dabur has recognized the international demand of its products and forayed into foreign markets
◦ Demographic Segmentation: -
◦ Economic Status – Lower, Middle and Upper class
◦ Age (Every age group) – Dabur targets kids – 6 to 10 years old; Ladies (Mothers) who are the main
influencers, Youths and Old age people for the nutrition value
◦ Family Life Cycle Stage – Family with adolescent, ladies and old and also people who are health
conscious
◦ Psychographic segmentation: -
◦ Lifestyle – Dabur Real juice is targeted towards people who are health conscious and provides nutritive
value and also adds a style statement
SEGMENTATION,TARGETING AND
POSITIONING
Targeting
◦ The Target Market for Dabur Real Juice is basically people of all income levels
◦ Dabur has not only tapped and targeted the Indian market it has also target International market
◦ The distribution network for real fruit juice is very large
◦ The products are also available online on any ecommerce platform

Positioning
◦ Real fruit juice has positioned as India’s No 1. Fruit juice brand in India.
◦ It also positioned itself to have wide variety of flavours choose from and no added preservatives and high
a nutritious fruit value.
SWOT ANALYSIS
◦ STRENGTH ◦ WEAKNESS

◦ Strong Brand Name

◦ Image of Dabur as an Ayurvedic Brand

◦ Endorsements and certifications

◦ Packaging

◦ Great distribution and Reach

◦ Price
◦ Wide Variety/Flavours

◦ Profitability is less in comparison with

◦ Advertising and Branding competitors
SWOT ANALYSIS
◦ OPPORTUNITIES ◦ THREATS

◦ High Market Potential ◦ High Competition

◦ “Make in India” Government Policies ◦ Substitutes readily available

◦ People focusing on health ◦ Growing Health Concerns towards natural

juice rather than package Juice
SALES AND DISTRIBUTION NETWORK
o Dabur Real Juice comes under two
level distribution of channel
o When there are two levels of different
kinds of intermediaries between the
producer and the consumer
o This is also called as distribution
through wholesalers and retailers
COMPETITOR ANALYSIS
◦ Parle Agro:

◦ Parle Agro caters to over 1.8 million outlets in India through more than 5,000 channels partners
◦ Frooti and Appy Fizz are the two major product for Parle Agro in the Beverage sector

◦ Pepsi Ltd:

◦ Tropicana comes under the PepsiCo Brand. It has outpaced the juice market in the last two years
◦ After Dabur, Tropicana is the second player in the fruit juice Industry and they have a big brand name
of PepsiCo behind them
COMPETITOR ANALYSIS
◦Coca Cola:
◦ Maaza and Minute Maid are the Juice brands under coca cola company
◦ They have market share of around 20-22 % in India

◦ITC Ltd

◦ ITC has launched their new fruit juice segment named as B Natural
◦ B Natural is in its initial stage so it has very little market share

◦Patanjali
 
◦ Patanjali is a growing brand and it is an Indian brand as Dabur
◦ Patanjali Juice is also in a rising Phase and they have kept the price low to gain the market
SUGGESTIONS
◦ Make people more health conscious & make them realize the important values of fruit juices.

◦ Organize various promotional activities mainly to increase sampling & educate consumers
about packaged fruit juice

◦ Place the brand across gymnasiums, fitness clubs, kids sections, health stores etc

◦ Tie up with some renowned personality in the field of nutrition or health

CONCLUSION
◦ Dabur is among top four FMCG companies in India

◦ 14 brands with turnover of US$ 16.6 million with 3 brands over US$ 165.9 million

◦ Wide distribution network covering 2.8 million retailers across the country

◦ 17 world-class manufacturing plants catering to needs of diverse markets

◦ Total revenue from operations of the owner of Vatika hair oil & Real juices are at Rs 2,211.97 crore as
against Rs 2,124.97 crore in the year-ago period, which is 4.09% growth from the previous years
THANK
YOU !!