Dabur Repositioning its Real Activ

Presented By: Apoorva Khandelwal Bandhul Dhawan Chavi Goswami Kshitiz Gupta Megha Bansal Shobhit Bhatnagar Swati Sahu

Major Segmentation Variables for Real

Variables
City

Real
Tier I, Tier II, Metro Cities

Real Active
Geographic
Tier I, Metro Cities

Real Twist
Tier I, Tier II, Metro Cities

Demographic Age Family Size

All Age Group Young Married; youngest children over 6 years
Upper Middle(12k-16k pa)

Youth (20-34 years) Young singles & Young Married; No children

Middle(8k-12k pa)

Children(6-19 Years) Young Married; youngest children over 6 years

Income
Occupation

Middle(8k-12k pa)
Working Married Women

Homemaker

Professionals, Junior/middle Executives etc

Psychographics

Generation
Lifestyle

Young Boomers (YOB;1954 - 64)

Culture Oriented

Generation Y (YOB;1978 - 2002)

Sports Oriented, Outdoor Oriented

Generation X (YOB;1965 77)

Culture Oriented, Outdoor Oriented

Segmentation Variable Source:- Marketing Management; Philip Kotler;13th Edition; Page No. 207

Target Market
Primary and Secondary Markets Market Segmentation
o o o o Geographic variables Demographic variables Psychographic variables Behavioral variables

Target Market
Recreational Fitness Health Lifestyle Sports

Target Market
Primary Market

Kids Fond of Fruit Juice (fond of mango, orange, Litchi etc.)

Teens More experimental

Youth Experimental and more buying power

Working People

Housewives
Elderly people

Target Market
Secondary Market

Travel Industry Airlines, Railways and Local Transport Systems

Recreational Movie Theatres, Malls, Amusement Parks, school, colleges, hotels, restaurants, bars etc.

Daburs Marketing Objectives(1/2)

1. Building brand awareness:
a. Dabur ensured that its brand should be widely available through retail networks (a subsidiary, H&B stores- New U brand). b. Distribution- hospitals, airlines, railways, hotels & restaurants.

c.

For promoting Dabur Real Activ the company mainly relied on

print media.

d.

Focusing on educating customers about benefits of Real Activ drink & also explaining them difference between fruit juice & fruit drink.

Daburs Marketing Objectives(2/3)

2.
a. CCD.

Sales volume:
Sales increased by 19% from which Real Activ accounts to 13% of sales in its

3.
a.

Market share:
Daburs flagship brand Real & Real Activ occupied 57% market share in the juice segment.

2.
a.
CCD.

Sales volume:
Sales increased by 19% from which Real Activ accounts to 13% of sales in its

3.
a.

Market share:
Daburs flagship brand Real & Real Activ occupied 57% market share in
the juice segment.

Daburs Marketing Objectives(3/3)

Daburs Marketing Objectives(3/3)
6. Enhance purchase actions.
7. Encourage repeat purchases:
customer loyalty. The companys key driver

for Real Activ juices acceptance had been taste which resulted in increasing

Communication Market Analysis

1. Competitive Analysis Brand level of competition- Minute Maid (Coca Cola), Tropicana (PepsiCo), Frooti (Parle Agro), Safal (Mother Dairy), Ladakh Industry Level- Food Products Form Level- Packaged Non Carbonated Drink (Fruit Drinks, Fruit Nectar etc) Generic Level- Products with same prices i.e. Rs 72 for Real and Rs 85 for Active

Communication Market Analysis

2. Opportunity Analysis- Introducing packaged juice for tier I and tier II cities with flavors of fruits which were not available in market earlier.

Communication Market Analysis

3. Target Market- The targeted market was the non carbonated beverage market worth Rs. 5000 Mn in the country which mainly comprised of fruit drinks, nectar and juices.

Communication Market Analysis

4. CustomerCurrent Competitors Daburs Current Customers using CCD Products Customers of Pepsico, CocaCola, and other imported health drinks Tier II customers and house wives.

Potential New

Communication Market Analysis

5. Product Positioning- Building a product and adding it to already existing health bandwagon with its products like Chyawanprash, Hajmola, and Pudin Hara.

Marketing Mix For Real

Product Place Pricing Promotion

Product
Real juice is a 100 percent fruit juice which is produced and marketed by Dabur India Ltd. Brand Real produces juice in the following varieties : Pomegranate Apple Orange Type Pineapple Grapes Features Guava Mango PLC Mixed Fruit Pear Identity Litchi

Fruit Juice Real Juice is 100% fruit juice, available in different variants Maturity Stage Real

Pricing
As Dabur had different sub-categories it came out with variable pricing to reach each and every target segment Dabur is driving its price point down with Real Twist Real Twist is priced at Rs.45 for 1.2 litre while Real & Real Activ are priced between Rs.72 & rs.86 per litre. Cutting Price to stand out against competition

Place
Being an FMCG product so required the ease of reachability and visibility thats why the place is convenience stores in the tier I and tier II cities.

Promotion (1/2)
In 2002, Promotion mainly focused to cater to niche audiences who

were health conscious young adults (fitness crazy young

consumers). By adopting innovation as a long term strategy Real Activ was enhanced by introducing fruit-veggie range. In 2004, the brand was promoted by introducing 330ml pack(it included variants in the fruit, fruit-veg & fruit-soya).

Promotion (2/2)
Promoted Real Activ by attractive tetra packs which offers
consumers with a benefit of no added sugar, as an source of rich
minerals & 80% pulp.
with a benefit of no added sugar, as an source of rich vitamins & Promoted Real Activ by attractive tetra packs which offers consumers

vitamins & minerals & 80% pulp.

Promotion through juices campaign by hiring advertising agency

Lowe for its 8 times more campaign.

Promotion through juices campaign by hiring advertising agency

Lowe for its 8 times more campaign.

Company adopted 360 degree approach. Dabur drove its price point down with Real Twist at Rs. 45 for 1.2 litres, while Real activ was priced between Rs. 72 & Rs. 85 per litre.

Company adopted 360 degree approach.

Dabur drove its price point down with Real Twist at Rs. 45 for 1.2

litres, while Real activ was priced between Rs. 72 & Rs. 85 per litre.

Promotion through focused positioning

The use of Celebrity Endosers like: Amitabh Bachan:- Hajmola Rani mukherjee:- Dabur Amla hair oil Virendra Sehwag:-Chyawanparash Vivek Oberoi- Dabur Lal Tooth Paste Helped the company to increase the sales of CCD from Rs. 15,990 million in 06-07 to Rs. 18,300 million in 07-08 i.e. a increase of 14.5%.

Packaging Strategy
Real Fruit Juice is a packaged, 100 per cent preservative-free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and attractive pack. Dabur Foods is the only juice company in India and among the top 5 companies in the world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap for packaging. Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HACCP and GMP standards. The brand has also won the award for 'Highest sales growth achieved by a brand' in the non-dairy category.

Real Junior and Packaging

Dabur Foods also launched preservative-free fruit juice a sub-brand Real Junior in 2004, targeted at kids below six years - creating an age-specific market segmentation. This is claimed to be a first of its kind segmentation in the Indian fruit juice market in keeping with Dabur's marketing strategy of segmenting the market with customised fruit juices. Real Junior has two flavours - mango and apple, enriched with calcium, in 125 ml packs for children below six years. The vibrant packs with animated fruit characters are intended to appeal to children by highlighting the taste and nutrition of Real Junior.