Marketing Project

-Dabur
Group – 5 Section A (LR Campus)

Shefali Saxena – 2112046

Ananya Gupta – 2112007
Akshat Jain – 2112003
Sagar Yadav – 2112043
 References

• Introduction
• Secondary Study
• STP Analysis
• PLC Analysis
Introduction
PARENT COMPANY- DABUR INDIA LTD.
 
Dabur India Ltd is an Indian multinational consumer goods company, founded by S. K. Burman and
headquartered in Ghaziabad, Uttar Pradesh. It manufactures Ayurvedic medicine and natural consumer
products, and is one of the largest fast moving consumer goods (FMCG) companies in India. Dabur today
operates in key consumer product categories like haircare, oral care, health care, skin care, home care and
foods. The ayurvedic company has a wide distribution network covering 6 million retail outlets with a high
penetration in urban and rural markets.

REAL FRUIT JUICES

 
Dabur launched Real fruit juices in 1997. Real Fruit Power has been the preferred choice of consumers when
it comes to packaged Fruit juices, and it is this love that has made Real Fruit Power the No. 1 juice brand in
India. Today, Real Fruit Power has a range of 14 exciting variants in the fruit juices category. Made from best
quality fruits, Real Fruit Power has NO added preservatives; hence it offers not just taste, but also FRUIT
POWER - the power to stay ahead. Real’s ingredients are endorsed by PFNDAI (Protein Foods & Nutrition
development Association of India) to produce only the finest quality of fruit juice in India.
 
Secondary Study
Distribution:

Dabur Real Juice comes under two level of distribution. When there are two different
kinds of intermediaries between the producer and the consumer.In other words, under
this channel, the manufacturer sells the product to the retailer and who finally sells to
the consumer. This is also called distribution through wholesalers and retailers.
Among top four FMCG companies in India, wide distribution network covering 2.8
million retailers across the country, 17 world-class manufacturing plants catering to
needs of diverse markets.

Digital Marketing Strategies:

Presence on Online Grocery Stores: Amidst of Amazon, Flipkart and Snapdeal, FMCG
titan, Dabur recognized a new platform for reaching out wide customer base.
Focus on Their Own Websites: They also started focusing more on their own websites.
This is evident from the fact that a year ago, Dabur launched three websites to serve the
mother brand.
Secondary Study

SWOT:

Strengths: Strong Dabur brand name, Excellent branding and advertising, India’s No.1 Fruit
juice brand, Excellent distribution and availability.
Weaknesses: Market share is limited due to presence of strong competition, More emphasis
needs to be put on increasing reach of product.
Opportunities: Leverage successful brand Dabur, huge market potential, buy out competition,
natural brand, health product.
Threats: Threat from locally made juices, almost no differentiation, herbal raw materials are
diminishing

Consumer Behaviour Analysis:

Motivation: Increased spending power

Perception: Healthy breakfast and fresh juice alternative
Learning: Goodness of healthy fruit with taste.
Personal: Constant lookout for improving health and fitness for self and family.
 STP Analysis
GEOGRAPHIC SEGMENTATION- Dabur has divided the domestic consumer market into national and
regional segments. Dabur genuine juice sales in India account for roughly half of all domestic FMCG sales.
During the years 2012-2013, the firm launched Project Double in order to expand its rural market reach.
Dabur has recognised the global need for its products and has entered overseas markets. The overseas
division currently accounts for 32.4 percent of total sales. The Middle East, Africa, Asia, America, and Europe
are the primary international markets.
 

DEMMOGRAPHIC SEGMENTATION- Economic states-Lower,Middle and upper class

Age- It targets every age group (especially 6-10 years),youths and old age people.

PSYCHOLOGICAL SEGMENTATION- It targets people who are health conscious, want to

replace sugar and old age people who avoid sugar
 STP Analysis

TARGETING-
Dabur genuine juices has a distribution network that spans 175 towns and 75 thousand retail outlets, ensuring that its
products are easily accessible to consumers all throughout the country.
People of various income levels are the target market for Dabur Real Juice.
Dabur has also targeted the international market, and its products are now accessible in over 120 countries .

POSITIONING-

A fruit juice made from real fruits.

 
 PLC Analysis
Introduction:
The first stage of product life cycle is the introduction or pioneering stage . Real brand , Dabur main focus on
increasing the consumption by targeting mothers and children. In 2004 company to position the Real fruit juice
as its premium brand hence there was a premium pricing since its inspection.

Growth:
In year 2008-2009 the company entered into growth phase . Dabur launched a 360 degree market campaign to
reinforce its real fruit juice image and launched so many new flavors . There is no other fruit juice was available
in so many variants in the Indian market at that time.
 PLC Analysis
Maturity:
It can be well said that Real Fruit Juice is in its early maturity phase or
in its late growth phase . About 33%in 2009 to more than 55% in 2013
, certainly shows tremendous market presence. It is available at most
store and the company’s great distribution channel only adds further
to its increasing market share .

Decline :

Real Fruit Juice till has not entered this stage and its highly unlikely
that it happens in the near future.