Priyansh Akash Pritam Pranay Achyut

DABUR FOUNDER

Leadership Attributes

Risk taker Patience

Optimism Passionate

Humble

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

PUBLIC RELATIONSHIP

NON-PROFIT ORGANIZATIONHAND MATERIALSPECIAL EVENTS

INTERACTING MARKETING

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.