Objectives

Statistics:
y Nectars and juices contribute around rs 5-6 billion y Dabur real and Tropicana 100% juice category with 48.3% and 42.8% market share respectively. y Legacy leaders coca cola maaza and parle agro frooti has market share as 37.9% n 33% respectively.
Competitors: Parle agro- saint juices frooti Field fresh foods pvt ltds Del monte Coca cola- minute maid, maaza Dabur real ,real active, real active fiber plus. Mother dairy- safal juices ( delhi based) Balan natural banglore based Road shop juice wala Household juices homemade Pepsi- tropicana New entrant- ceres juices of south Africa Regional players- onjus and B natural.
Target customers: Youngesters , kid and housewifes who are becoming early adopters of this trend. Consumers who prefer healthy diet or are fitness conscious. Consumers who has busy life style and rely on ready to eat healthy food. Consumers who more rely on hygiene and freshness factor.
Objectives: Corporate objectives:

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Focus on growing our core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology Be the preferred company to meet the health and personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science. Provide our consumers with innovative products within easy reach Be a professionally managed employer of choice, attracting, developing and retaining quality personnel Be responsible citizens with a commitment to environmental protection Provide superior returns, relative to our peer group, to our shareholders
Marketing objectives:
Homegrown FMCG firm Dabur India today said it is giving its juice brand 'Real' an image makeover as part of its strategy to garner a sales of Rs 700 crore from its food division in the next three years. The company is now focusing to highlight the nutritional aspect of its juices as against the earlier practice of promoting the brand for taste. "Over the years, consumers have accepted the taste (of Real) and loved it , now the product is there for educating consumers about the nutrition aspect of our juices. Hence the company has decided to go for a re-branding. Reals latest campaign launches a new packaging and stresses on the natural and healthy aspect of packaged juice. The new package design is a result of a dialogue with consumers about the associations they had with fresh juice. Breakfast, morning sunshine, orange were some common insights which helped compile the brief given to Zlata, an Australian company, which redesigned the packaging. The logo has also been tweaked and has green leaves and water droplets depicting freshness . Besides, it has also signed on actress Sonali Bendre to promote the brand. "Real is a more than Rs 400 crore brand - the market leader in the packaged fruit juices category in the country. At present, Dabur sells 12 variants under the Real brand. Going
forward, the company plans to introduce more variant.Dabur currently has two plants in Nepal and Rajasthan that produce 'Real' fruit juices.
The television campaign is also being extended to print, radio and outdoor. Currently, the radio medium is being favoured in Chennai and the southern markets, while the outdoor campaign is running in Mumbai, Delhi, Bangalore and Chandigarh. On the digital media platform, Real is engaging kids who help influence purchase decisions. Currently, Real accounts for nearly 75 per cent of the total sales of Dabur Foods, which has brands like Activ, Burst and Hommade cooking paste as part of its portfolio. With the new positioning, the company is targeting a 25 per cent increase in sales.
PRODUCT / BRAND Strategies: y Positioning makes sense to target large no. Of consumers who often compromise on their daily breakfast. y To make up for lost nutrients in their diet . y 100% juices with no added sugar and preservatives. y Relying on having unique flavours y From india s rich and diverse palate dabur has launched a new variant as branded real apricot . y Dabur has launched new variant i.e real active fiber plus juice which tackles lack of fiber in the diet.
y Which is often compromised bcoz of the eating habits like skipping meals and consuming easy on move snacks like samosa ect .most of the food lack fibre content . y To give purity and goodness of mother nature. y Consumers health preferences and awareness has increased the preference for packaged fruit juices. y To target customer for Hygiene consciousness and fresh factor. y To make offerings in various SKUs and provide enormous choice to customers like in form of cans, pet bottles or tetra packs . y Target new retail format stores in india for attractive showcasing of the products .
Threat :
From various juice shops. Unpackaged market propably biggest threat to emerging organised market. Key challenge to convert consumers from non branded roadside juicewala to branded packaged juices.
Juices at household level i.e homemade juices. Small shops growing like real cane selling sugarcane juices. Juice bars like booster juice which sells juices and smoothies present especially in metros. Acceptances of processed food and beverages in india. Faces challenges in terms of price point in semi urban and rural market.
Opportunity:
they can target juice bars which can be hangout zone for youngsters they can act as core consumers of juices. Packaged fruit juice is more metro style phenomena. They can bring juices in small pakage size reducing the price range to cater semi urban and rural market. Growing health consciousness has increased demand for fruit juices. More variants of juices can be available.

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