This technology protects the juice and keeps it fresh longer. In introducing Real-Activ, Dabur became the first juice brand in India to offer the Tetra Prisma packaging format, which is easy-to-open and has better pouring control.
Product Targeted at the family, Real offers the largest range of fruit variety in its juice and nectar range. Also Dabur was in an ideal position to grow on the potential of the processed foods category.
It is available in two variants — Mango Orange and Mango Papaya. The fruits collected at various centres were donated to local NGOs working for the cause of underprivileged children.
While the family consumes the brand, the child is always at the centre of any communication. With Real, DFL is also actively involved in conducting consumer education programmes to promote nutritional awareness. Ensuring that batch after batch of the right taste is delivered to the end consumer, DFL has instituted an internal taste panel, which evaluates every new product before it is sent out for product test or test marketing.
As a brand, Real radiates originality; it offers the most novel products, fruit variants and a taste that the consumer is familiar with. Real juice analysis enabled consumers the flexibility of re-use even as the cap helped retain freshness.
Dabur Foods Limited DFL has always taken an uncompromising stand on these consumer barriers and has consistently been thinking out of the box for the last nine Real juice analysis, with a resolve to innovate and evolve new products. DFL was the first company to introduce cap on-pack. The spin cap also makes it convenient to pour the juice without spillage.
It had to understand the very special Indian nuance of adding sugar to fruit juice extracted at home. When consumers Real juice analysis correctly, they were offered a trial discount on purchase of a onelitre Real juice pack. Real was liked for being the better tasting juice — a category where likeability is primarily driven by taste.
The success of this variant was demonstrated in numbers, when Real-Activ garnered two-thirds share in the no-added sugar juice category within six months of its re-launch in Source: It involved asking consumers to identify the fruit by tasting the juice.
But perhaps, the biggest challenge was developing a food-sensitive warehouse-management training programme at all levels of the channel to ensure that the freshest product reached the market. How to Write a Summary of an Article? The most important achievement of Real has been introducing the taste dimension into a category traditionally driven by health and dogood properties.
Traditionally, drinking fruit juices in urban India has been a social indulgence or consumed for seeking health benefits. DFL also recognised very early that packaging was the cornerstone of innovation in this category.
Recognising the trend that an increasing number of Indians were eating out, DFL also identified the institutional opportunity much earlier. Symbolised by the orange fruit, packaged juices and nectars are driven by fresh juice made at home and popularised by the street-side juice vendor.
Achievements With an innovative range, Real has driven the growth of the packaged fruit juice market in India.
A Platinum award means that Real achieved a rating score of more than three times its nearest competitor. Real not only offers the most basic and generic-to-category variants like Orange and Mango, but also an assortment of varieties like Pineapple, Mixed Fruit, Grape, Tomato and fruit nectars like Guava and Litchi.
In schools, the communication is centred on the concept of Power of 5, which conveys the importance of a well balanced, nutritious packed lunch for school kids. The corporate programme, on the other hand, addresses the role of fruit juices in building a healthy lifestyle and importance of a nutritious diet in disease prevention.
The core essence of the brand is Original Goodness tangibly displayed by delivering healthy juices through tasty fruit variants. With Real, DFL was also able to segment the market early, thus effectively creating a differentiated niche in the no-added sugar juice category with its sub-brand, RealActiv.
Dabur invested considerably in convincing consumers that Real fruit juice was natural, preservativefree, healthy and convenient.
The value add-ons revolved around several factors — ready availability of great tasting, natural, preservativefree juices in a range of fruit variants, availability in all seasons; convenience of open-pour-anddrink packaging; complete hygiene; and a healthy beverage option that gave consumers more choice.This is a research report on SWOT ANALYSIS OF REAL JUICE by Sayed Arif in Marketing category.
Search and Upload all types of SWOT ANALYSIS OF REAL JUICE projects for MBA's on mi-centre.com Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
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Dabur Real Juice _ SWOT Analysis _ USP & Competitors _ BrandGuide - Download as PDF File .pdf), Text File .txt) or read online. PDF | Aim: Esophagogastroduodenoscopy (EGDS) cannot identify microscopic lesions.
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Analysis of Consumer Behavior and Product Positioning Strategy of Real Juice Executive Summary The objective of this report is to apply the concepts and methods of marketing to a real world marketing opportunity.
This exercise imparts a clear design and practical knowledge on the implementation of marketing strategies and plans.Download