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The reliability induced by the brand name Dabber lends it as been Real’s biggest strength. For this project, market research was done over a sample of 100 people using the questionnaire method. The market research data was critically analyzed in order to make conclusions. In the trailing report the marketing strategy for ‘Real’ has been mentioned to put these conclusions into practice. The target market, positioning, competition & product, pricing, placing, promotion strategy is specified to accomplish the goals in the best possible manner.
The report covers SOOT analysis, PEST analysis and Porter’s Five Forces model to evaluate the current position of the brand itself. All possible areas and topics have been covered in the report that is necessary for repositioning ‘Dabber Real Juice’. Introduction 3 Real Fruit Juice 5 Justification 6 Soot Analysis 7 Pest Analysis 10 Porter’s Five Forces Model of Fruit Juice Industry 13 Primary Research Analysis 14 Literature Review 19 Current Positioning of Dabber Conclusion 25 References 27 INDEX Introduction Dabber, Indian’s largest Arrived medicine manufacturer, was founded in 1884 by Dry.
ASK Barman. His initial aim was to produce and dispense Arrived medicines and to successfully market effective medicine for ordinary villagers. Dabber is the leading consumer goods company in India with a turnover of RSI. 5,283 Core (FYI 2). Dabber India Limited has marked its presence with significant achievements and today commands a market leadership status. Its success story is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to its partners and stakeholders.
Master brands: Dabber – Arrived healthcare products Batik – Premium hair care Hezbollah – Tasty digestives Ral – Fruit Juices & beverages Fem. – Fairness bleaches & skin care products Major strategic business units Consumer care business International Business Division Area served Products marketed in over 60 countries Divisions Dabber Nepal Pit. Ltd. (Nepal) Dabber Egypt Ltd. (Egypt) Asian Consumer Care (Bangladesh & Pakistan) Wakefield International (AJAX) Jacqueline Inc. USA) Market penetration With 50 C&F agents, more than 5000 distributors and over 3. 4 million retail Outlets all over India. Business portfolios (Consume care business) Personal care Health care Home care Foods With a portfolio of over 400 products, Dabber is today’s Indian’s largest Natural Health & Personal Care Company. Innovation has always been the lifeline of its business and Dabber has, over the past one year, introduced around 30 new products and variants across the globe, straddling a variety of consumer segments.
Way back in the summer of 1996, when Indian consumers were still reveling in the delights of foreign colas and carbonated soft drinks, one company decided to bring to market- fruit Juices, till then a virtually alien beverage category, at least in the branded space. For the first three years, Dabber’s decision of flagging off the Real range of Juices seemed a mistake. The range was not able to create an impact in the market and could seldom find customers. The Juice range seemed expensive, in comparison with the fizzy drinks and the unbranded alternatives available across the country.
Dabber entered the food business with the launch of Real fruit Juice in 1996. Real fruit Juice was a new concept in the Indian food market and the first local brand of 100% pure natural fruit Juices made according to international standards. Real has a range of 14 exciting variants- – from the exotic Indian Mango, Guava & Litchi to international favorites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. Due to the variety available, Real has maintained a dominant market share by catering to the different needs and occasions.
It boasts of being made from the best quality fruits and NO added preservatives. It is packaged in an aseptic 6-layered tetra pack to ensure that the juice has all the goodness and nutrition of fruit when it reaches the consumer. In packaged Juice category, Real has been the preferred choice of consumers which makes it the No. 1 Fruit Juice Brand. To validate the aforesaid, Real has been awarded “Indian’s Most Trusted Brand” status for six consecutive years in the Juice category.
The turn of the Century has seen the Old Indian transform into a New Indian who knows that Health goes beyond Just weight! And that it’s not Just the heart or the brain which needs to be strong and well-maintained in order for him to remain healthy, but his entire body! But owing to excessive workloads and stifling deadlines, our new Indian has been left wanting for time. Things like home-made meals and exercise have been put on the backbencher as the new Indian searches for equally effective yet less time consuming ways of remaining healthy.
This is where the Fruit Juice comes in! Fruit Juice is a confused segment in India. Why? Because Front, Amaze, Minute Maid Pulpy Orange, Tropical and Real are all considered to be fresh fruit Juice/drink, when only Tropical and Real make claim of offering 70-100% fruit juice, with the rest offering only 20-50% fruit Juice! The first fruit Juice brand that comes to our mind on thinking of Happy Health is REAL fruit Juice. As the name suggests, it is made of the Real, best quality fruits available. Real, a domestic brand is the market leader among all the international players.
According to DRINK TECHNOLOGY INDIA FAIR, as the beverage industry looks to the future, India is the entry that offers the greatest potential, even more so than China. The beverage market in India has not been tapped properly and packaged fruit Juice is still an emerging sector, even though drinking Juice is not a new concept. Street vendors have been very popular for years. This is because the unrecognized sector is considered cheaper and fresher by consumers, even though it is relatively unhygienic. Still, Real managed to become the preferred choice of consumers.
In these competitive times of many new players coming up, it will be interesting to study that how Real plans to market itself to maintain its No. Position amidst all the growing competition. SOOT ANALYSIS Strengths: 1 . ) Brand name of Dabber- Over 30 years, Dabber has managed to build a brand name for itself, one that people relate to and rely on. Leveraging this legacy, Real has managed to garner consumer trust and has been appreciated at various levels: Voted as a Superstars. Voted as the most trusted fruit Juice brand for four years in a row.
Awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food and beverages category. 2. ) Diversified range- Real offers consumers an exciting range of 20 variants ranging room domestic favorites like mango and orange to exotic ones like cranberry and black currant. The consumers are thus spoilt for choice. 3. ) Ideal choice for the health conscious population- With no preservatives added and multi layered tetra packing to extend the shelf life, Real fruit Juices offer the ideal choice to the health conscious on the go consumer today.
Moreover, Real offers “pure fruit Juice” providing the right set of nutrients to children and adults alike. 4. ) Packaging and ease of consumption- Real Juices come in tetra packs of 250, 500 and 1000 ml. These packs ensure convenience of consumption. So, people pick up the smaller packs for travel and for breakfast while the larger ones for daily consumption especially during summers. 5. ) Sub-brand Cacti- Focusing on the extremely health conscious segment, Real launched the sub-range of Cacti Juices which are sugarless, high on fiber and a mix of select power packed vegetables and fruits.
This is a first among competitors. Weaknesses: 1 . ) Limited reach- Fruit Juices are yet not preferred across demography and geography. REAL has not been able to convince the rural market to pick up Juice over fruits. Also, teenagers and youngsters still see colas as the preferred beverage (social drinking). 2. ) Pre-conceived notion about packaged foods- Since its inception, the packaged juice industry has been facing the challenge of convincing people that packaged Juice can be fresh.
The challenge still continues as it has not been able to change the image of packaged foods of not being a worthy option compared to fresh fruits or fresh fruit Juices. Opportunities: 1 . ) Penetration in the rural market and non-metro cities- The rural market is a huge untapped potential that Real can tap through specific marketing strategies and understanding requirements. Also, it is a challenge before Real to push up sales in tier 2 and tier 3 cities. 2. ) To motivate more people to pick up Real Juice over fruits- The biggest opportunity segment remains the population that can be convinced to waive off apprehensions over packaged foods. . ) Further bring down costs- With so much scope for expansion, it would be good for Real if it could focus on affordability. Threats: 1 . ) Stiff competition from (in the same segment) Tropical- Although Tropical currently holds only 38% of the market share (compared to Real’s 52% share- April to September of 2012), it has sensed the opportunity base in the segment. As such, it is aggressively customizing variants, slashing prices and adjusting marketing strategies to race ahead. 2. ) Competition from other drinks (both fruit and non-fruit based) – Fruit based drinks like Amaze, Minute maid etc. ND non-fruit based aerated drinks (colas) collectively eat into the beverage share for pure fruit Juices. Also, fresh fruit Juices are a major competitor in various markets. PEST ANALYSIS Political 1 . ) Ban by importing nations- When importing nations ban domestic fruits, like that appended with Indian mangoes recently, there would be surplus availability of the same in the domestic market, which would lead to decrease in the price of fruits. This could be capitalized by markets like Real Juice, thereby lessening their cost of production.
But then such products could target domestic market alone. 2. ) Government incentives- Any incentives for fruit farmers in the role of subsidies, support prices etc would encourage more fruit cultivation, thereby increasing the availability of fruits in the market thereby reducing cost of production for Juice market. 3. Increase in import duties- To be technologically competitive, Real Juice might require imported equipments for their processing activities. An increase in import duties will make them costly for Real Juice thereby increasing the cost of production. Economic 1 . Depreciation- Since Real Juice has a significant export base, any depreciation of Indian Rupee will increase their revenue from exporting markets which would attract them to expand their exporting activities from their side and vice versa in case of appreciation. 2. ) Seasonal Demand- The demand for Juice market is seasonal. It old peak during summers and goes down in winters. 3. ) Fruit Agriculture- The juice market is directly dependent on fruit agriculture. Reduction in fruit agriculture will lead to increase in the price of fruits available which in effect increase the cost of production for those of the likes of Real Juice.
This might lead to drop in demand, if they try to maintain the same profit margin. 4. ) International Competitors- The entry of international company brands like that of Tropical eats into the market share of Real Juice. Hence, Real Juice has to be competitive enough, so that demand for it isn’t drop significantly. Social 1 . ) Lifestyle- The market of Real Juice depends a lot on the lifestyle. People are becoming more health conscious which makes the Juice market preferable to the market of aerated drinks and that of Junk foods.
Also, the fact that Juices can be consumed on the go, suits a majority of the professionals for whom time is a big constraint. 2. ) Ease of Consumption- The food being liquid in form is easier for consumption compared to solid food and this fact becomes significant when we consider the segment of old people, infants and patients advised to take in liquid food. 3. Beliefs- The increasing use of chemical pesticides and fertilizers has made people skeptical towards consumption of fruits to a great extent. Even doctors advise not to let infants and people suffering from lower immunity to consume fruits.
And such fears could pass on to the fruit Juice market too. So if Real Juice as a brand could stick on to quality fruits, it will expand their loyal consumers’ base and failure in this regard could work against them. Technological 1 . ) Processing efficiency of equipment- Any technological advancement related to increasing the processing efficiency of equipments will help them to reduce their cost of production 2. ) Quality- Any efforts regarding usage of less amount of added flavors, sugar free etc but without compromising much on the taste will increase the demand for the products. . ) Packaging- Technological advancement in packaging along with a stress on environment protection will attract more consumers and hence demand increases. 4. ) Prolonging Expiry- Any technological advancement which would help in prolonging the expiry of Juice would reduce the chances of products getting wasted and thus reduce their losses. PORTER’S FIVE FORCES MODEL OF FRUIT JUICE INDUSTRY An online survey was conducted, the results of which have been analyzed below: Age Group Gender Current City: What is your preferred drink?
Preferred Brand of Fruit Juice: Reasons for choosing the above: Do TV Commercials affect your buying decision of Real Juices? Which packaging do you prefer? Frequency of Consumption People, who are health conscious, rely most on Fruit Juices. They believe in consuming both fresh Juice extract and packaged Juice. Packaged Juice has an added advantage that it also has no preservatives added to it and it can be easily carried while on the go. They come in trackless which keep the Juice fresh till 5-6 days of opening the packet.
People, having less time or if they do not find a local vendor for fresh Juice extract, consume packaged Juice to keep themselves fit and to maintain key parameters in their blood levels. The beverage industry forms a key part of fast moving consumer goods (FMC) industry. It has shown a growth at a CARR of above 30% over the past decade. Dabber India Ltd. Has successfully captured over 54% of the market share under its belt through Real Fruit Juice brand. Behind it is PepsiCo India, which is present in the arrest with Tropical Juice brand, with 25-30% market share.