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History of Real Juice
• Started in year 1997.
• With an aim to achieve sale of Rs.500 crore.
• Invested 100 crore over three years.
• Manufacturing lines in different states.
• Packing and design makeover.
Evolution of company Logo
• A symbol of nature
• a provider of shelter, food and protection
• stability and represent growth
Branding strategy
• What is branding strategy ?
Line extension
Advantage
Easy to implement
Retailer relationships
Low cost of production
Disadvantage
Line extension
Encourage variety seeking
Strained relations
Brand Positioning
• What is Brand positioning ?
Branding positioning
Youth
Existing age group
School children
Health conscious
people
• Ansoff’s matrix suggests that a business growth strategy depends on whether it markets new or existing products in new or existing markets.
• The output from the matrix is series of 4 suggested growth strategies which set to the direction for the business strategy.
Ansoff’s Matrix
Market penetration
Market
Development
Product Development
Diversification
• Maintain or increase the market share of current products
• Secure dominance of growth markets
• Restructure a mature market by driving out competitors
• Increase usage by existing customers
Market penetration
Market development
Approach of market development
• New geographical markets; e.g. exporting
• New products dimensions or packaging(e.g.sizes, flavors, features)
• New distribution channels(e.g. using E-commerce and mail order)
• Different pricing policies to attract different customers
• A strategy that often plays to the strengths of an established business
• Strong emphasis on effective market research (insight into customer needs and successful innovation)
• A great way of exploiting the exploiting the existing customer base
• Being first to market is important
Product development
ADVERTISING
SALES PROMOTION
INTERACTIVE MARKETING
PUBLIC RELATION
INTEGRATED MARKETING
COMMUNICATION
Brand communication
MARKET SHARE 50%
AWARENESS 26%
INDIA’S FIRST PACKAGED FRUIT
PLUS VEGETABLE JUICE
MARKET SHARE 25%
AWARENESS 17%
EXTRACT ORANGE JUICE FROM BRAZIL
Brand competitor
SUGGESTION
Suggestions from Company point of view • Major shares of Dabur comes from
Real, they should concentrate on increasing market share of their other products
Suggestion from customer point of view:• Rates should be lowered because “eye
level is buy level”.• Show how juices are manufactured in
factory and what are hygiene levels
DID YOU KNOW?
• India’s no.1 fresh Fruit Juice brand.
• Real awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food & beverages category.
• Voted by consumers as the most trusted fruit juice brand for four years in a row.
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