Dabur eyes Rs 500 crore sales turnover from Real juice BS Reporter / New Delhi February 21, 2007 Dabur Foods, a 100 per cent subsidiary of FMCG company Dabur India, aims to achieve a sales turnover of Rs 500 crore by 2010 from its flagship juice brand Real. Towards this, the company will invest Rs 100 crore over three years. Of this, Rs 70 crore will be utilised for expanding manufacturing lines in Jaipur, Siliguri and Nepal. Currently, Dabur Real contributes Rs 175 crore to the kitty of Dabur Foods, which has an overall turnover of Rs 225 crore. The other brands of Dabur Foods are Active, Coolers and Hommade. To ensure sustained growth of Dabur Real, the company was evaluating the jams and jelly market and also cut-fruits and fruit syrup market though no immediate announcements in these categories were expected, Amit Burman, CEO, Dabur Foods, said. Over the past 10 years, Real has had a compound annual growth rate (CAGR) of 33 per cent. Our focus over the next three years will be to achieve a CAGR of 25 per cent, thus increasing turnover from the brand to Rs 500 crore by 2010, Burman said. Dabur has also done a packaging and design makeover of its Real brand. Explaining the rationale behind the new packaging, Sanjay Sharma, general manager, sales and marketing, said: The new look has a two-fold agenda - to retain the loyalty of our current consumer base and to attract more consumers. The Rs 350 crore domestic branded juice market is growing at a CAGR of 25 per cent. According to a study by AC Neilson, Dabur Real has nearly 57 per cent market share, while Tropicana is a distant second with 25 per cent share. To cater to the demands of the exports market, the new manufacturing lines would also cater to the markets in the West Asia and African countries, Burman said.

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Fruit juice segment poised for 30% growth Saturday, March 04, 2006 Sabyasachi Samajdar, New Delhi The branded fruit juice market in India is estimated to be worth Rs 500 crore organised fruit beverage market (nectars, drinks and juices combined) and the segment is growing at about 30 per cent per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro are already in the market and in view of the swift growth in the market, newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come into the market with new products in the recent years. Amit Burman, Chief Executive Officer, Dabur Foods, told Food & Beverage News in an interview that the market share of Dabur's Real Fruit juice is now 60 per cent. No doubt

Dabur's Real Fruit juice is the market leader followed by Pepsi's Tropicana. The two major fruit juice makers in India, Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavours. However, Godrej's Jumpin is slowly achieving its space in the fruit juice market. Godrej Industries Foods Division has introduced fruit juices under the Xs brand, which earlier only consisted of nectars. Parle Agro's Frooti and N-Joi too are doing well in the market. Delhi NCR-based Surya Foods and Agro Ltd, manufacturers of Priyagold biscuits, has forayed into the juices segment. Mother Dairy has recently launched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape and an orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink, has now launched an apple-peach combination juice and a mixed fruit variant. Ahmedabad-based Pioma Industries, makers of the Rasna brand of soft drink concentrates, test marketed a diluted mango juice in Andhra Pradesh recently. There are now racks filled with fruit juices, nectars and drinks. Real juices from Dabur Foods Dabur Foods introduced for the first time in the Indian market Cranberry juice - Real Cranberry Nectar. An innovative product from Dabur Foods' portfolio, Real Cranberry Nectar is exotic fruit juice nectar, available in 1-litre packs. According to sources, Real Cranberry offers the exotic flavour and nutritive value of cranberries, rich in vitamins, minerals and antioxidants, which make it a healthy beverage. Dabur Foods' flagship brand, Real offers the largest range of fruit juices, which are an assortment of traditional Indian and international flavours - orange, mango, tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry. 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. 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. Dabur Foods has a portfolio of nine variants under the Real brand, which offers the largest range of fruit juices - an assortment of traditional Indian and international flavours - orange, mango, tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry. To expand the choiceset of juices for consumers, Dabur Foods has constantly been introducing innovative variants like Real Activ Orange Carrot - India's first fruit-vegetable juice. The company has also launched multiple-size options to kids like Real Fruit Juice School packs that suit varied consumption needs and occasions. Dabur Foods had launched "India's first"

packaged, fruit-plus-vegetable juice, Real Activ Orange Carrot, a blend of juicy oranges and sweet carrots. A nutritious powerhouse to boost the health. This powerful combo brings together the taste and nutrition of orange, with the beta-carotene rich carrot juice that is recognised by health experts as the 'wonder juice'. Packed with high amount of antioxidants Vitamins A, C and E, Real Activ Orange Carrot juice provides instant rejuvenation to body and also strengthens the immunity levels. Real Activ Orange Carrot juice is a delicious and convenient way to include more vitamins and minerals in your diet. Carrot juice, also known as the 'miracle juice,' is beneficial for eyes, skin and the digestive system. Orange juice provides energy, relieves nausea and also helps in improving resistance of the body. Real Activ is targeted at health conscious young executives for whom fitness is a way of life and is available in orange and apple flavours. Pepsi's Tropicana Tropicana has launched a sub-brand Tropicana Tropics and is introducing new flavours mango nectar, guava pulp and litchi juice under this brand. It may be recalled that Pepsi had launched mango and litchi flavours earlier under its fruit drink brand 'Slice' in returnable glass bottles. Tropicana juices have 80 per cent fruit pulp content. At present Tropicana has about seven flavours in the market - apple, pineapple, orange, apple orange, grape and mixed fruit. The company is now working on building the same capacities for other fruits like guava, pineapple, papaya pulp, grapes and pomegranate. PepsiCo teamed up with Punjab Agri Export Corporation for a joint citrus cultivation project in 2003 in Punjab. The company was looking for a similar deal with pineapple farmers in Kerala. Dabur Foods is going local with a vengeance with its fruit juices. It is also aiming to expand its market by introducing juices with a lower price tag. The company has launched a new brand 'Coolers' in four variants - green mango, pomegranate, jamun, and water melon with one litre of Cooler priced at Rs 50. Coolers like Tropicana Tropics also contains only 20 per cent of fruit pulp against over 80 per cent in Real variants. According to sources, Tropicana Pure Premium orange juice is made from one thing Orange. Original with no pulp, Homestyle with some pulp, and Grove stand with lots of pulp. Also look for the Calcium fortified products: Calcium plus Vitamin D with no pulp, and Grove stand (Lots of Pulp) with Calcium. Tropicana Pure Premium is the orange juice brand. Jumpin, Xs from Godrej The foods division of Godrej Industries has been one of the pioneers in the fruit drinks and fruit nectar categories in India. It offers two well-known brands - Jumpin and Xs. Jumpin - this range of fruit drinks is available in four flavours: mango, pineapple, apple and orange. It comes in an innovative baseline pack design that is trendy and easy to hold. Flavour retention is high and freshness of taste is never lost. Jumpin can be enjoyed straight or in a punch or cocktail. It is available in slim packs of 200 ml in trays of 27 (straws provided). Also available in 1000 ml packs. Xs - this brand comes in three

flavours: mango, litchi and orange. Xs contains high-quality fruit pulp, which makes it tastier and more filling than ordinary fruit drinks. It can be served straight and also makes a great cocktail mix. Available in packs of 200 ml in trays of 27 (with straws). Also available in 1000 ml packs. The foods division of Godrej Industries has made a mark in the exports market. Jumpin and Xs beverages, manufactured at India's largest singly located plant, a state-of-the-art facility that has ISO 9002 and HACCP certification. This plant uses the latest machinery; it has a rigorous testing procedure, and is manned by a qualified and experienced team of microbiologists and food technologists. The world-class Mandideep plant, near Bhopal in the northern Indian state of Madhya Pradesh, was ISO-9002 certified in May 1995 and is the first facility in its category to get the 'quality management system certification'. Frooti, N-joi from Parle Agro Parle Agro Ltd is betting on 'N-Joi' - positioned as 'real fruit, real milk' - to further slice open the virgin fruit-milk beverage market. The Mumbai-based company launched N-Joi - initially an Alphonso mango with fresh dairy milk variant. The company has 11 Tetra Pak facilities in the country. Initially, the western and southern markets will meet supplies from the Mumbai plant. Parle Agro's Frooti is reported to be over Rs 250-crore turnover. Frooti's marketshare is claimed to be 85 per cent in the tetrapak segment and 29 per cent in the mango beverage category (including bottles and tetrapak). Mango fruit beverage is estimated to account for 91 per cent of the sales of all fruit juice variants while orange juice accounts for only 3.1 per cent. Further, under the N-joi brand umbrella, the company launched half-a-dozen milky-fruity variants, including peachmilk, strawberry-milk, pineapple-milk, banana-milk, and cheekoo-milk. Frooti remains a dominant mango fruit beverage brand. Freshgold from Surya Foods & Agro Surya Foods and Agro Ltd, manufacturers of Priyagold biscuits, has forayed into the juices segment. It has set up a state-of-the-art manufacturing facility in Noida, Uttar Pradesh, with an investment of Rs 25 crore. The plant has a capacity of producing 1.5 lakh litres of juice per day. Branded `Freshgold', the one-litre juice in cartons is available in supermarkets and malls in and around Delhi for Rs 60. B P Agarwal, Chairman, Surya Foods and Agro Ltd, said that though the juices are currently available only in the northern markets, the company has a plan to launch it in the south in near future. Leh Berry from Ladakh Foods Ladakh Foods is building a portfolio of products from fruit juices to jams and sauces, based on the little-known seabuckthorn berry, which grows in the Ladakh region. That may seem like a risky gamble. But Ladakh Foods doesn't think so. It launched Leh Berry a couple of months ago. Its first fruit juice in Delhi and it's selling it in the more affluent parts of town. Since January the drink has also been on shopshelves in cities like Hyderabad, Nagpur and Pune. According to company sources, the juice will be

competing with established players as Tropicana and Real. Leh Berry believes it has the advantage of a fresh taste. But its competitive edge may well lie in its positioning. Ladakh Foods is marketing Leh Berry as a nutrition drink (it prefers not to use the word health, with its bitter, medicinal associations), based on the chronicled nutritional properties of the seabuckthorn fruit. Ladakh Foods' target of capturing at least 7 per cent of the market share within a year and 20 per cent by 2006-end is ambitious, company sources added. Safal juices from Mother Dairy Mother Dairy has launched packaged fruit juices under the Safal brand. This is nearly 20 years after it launched its 'Safal' brand of processed Encouraging small and medium scale units in export promotion efforts. Enlisting the involvement and support of the State Governments in India for promotion of India's foreign trade. Providing trade information services through electronic accessibility at Business Information Centre, the ITPO sources added. He also said that a comprehensive range of services is provided to the overseas buyers. "We inform and advise them of product availability, price structure, reliable structure, delivery schedules, quality control status and special information that an overseas buyer may need," he said. A catalyst with a selective integrated approach to exports, Aahar concentrates on specific buyers in overseas markets, specific exports and specific products. It is this micro or pinpointed approach to export promotion which marks it out from other export promotion exhibition in the country. For foreign visitors and exhibitors the ITPO sources said, "Arrive in India and leave the rest to us to fix appointments with Indian exporters, organise visits to manufacturing units, arrange display of products for foreign companies, locate suitable manufacturers to carry out modification and product adaptation, identify manufacturing units for export-oriented joint ventures; and supply data on capacity, equipment, quality control, etc.". ITPO sources informed that 90 per cent of Aahar 2005 participants have expressed their willingness for repeat participation in Aahar '06 and also achieved their target. The venue of Aahar 2006 is Pragati Maidan, New Delhi, Halls 8, 9, 10, 11, 12 & 12A. The timings of the business visitors 10.00 am to 7.00 pm and for the general visitors 10.00 am to 7.00 pm.

Ot ar

Marketing Strategies

Ads by Google FDA Regulation for Food - Get Your Products in Compliance w/ FDA. Prompt & Confidential Service! - www.FDAAgents.com CBME Baby trade Expo - Source millions of baby products 69000m23200booth,7.21-23 shanghai - www.cbmexpo.com Guide to Market Planning - Market Potential -Urban and Rural Prioritize your Markets - rkswamybbdo.com/MarketPlanningGuide Top Affiliate Marketing - Join AffiliateStar.com - a global Affiliate Marketing Network - www.affiliatestar.com The American Marketing Association defines marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." Marketers use an assortment of strategies to guide how, when, and where product information is presented to consumers. Their goal is to persuade consumers to buy a particular brand or product. Successful marketing strategies create a desire for a product. A marketer, therefore, needs to understand consumer likes and dislikes. In addition, marketers must know what information will convince consumers to buy their product, and whom consumers perceive as a credible source of information. Some marketing strategies use fictional characters, celebrities, or experts (such as doctors) to sell products, while other strategies use specific statements or "health claims" that state the benefits of using a particular product or eating a particular food.

Impact and InfluenceMarketing strategies directly impact food purchasing and eating habits. For example, in the late 1970s scientists announced a possible link between eating a high-fiber diet and a reduced risk of cancer . However, consumers did not immediately increase their consumption of high-fiber cereals. But in 1984 advertisements claiming a relationship between high-fiber diets and protection against cancer appeared, and by 1987 approximately 2 million households had begun eating high-fiber cereal. Since then, other health claims, supported by scientific studies, have influenced consumers to decrease consumption of foods high in saturated fat and to increase consumption of fruits, vegetables, skim milk, poultry, and fish. Of course, not all marketing campaigns are based on scientific studies, and not all health claims are truthful. In July 2000 a panel of experts from the U.S. Department of Agriculture supported complaints made by the Physicians Committee for Responsible Medicine that the "Got Milk" advertisements contained untruthful health claims that suggested that milk consumption improved sports performance, since these claims lacked scientific

Companies often use characters to appeal to young consumers. Ronald McDonald first appeared on T.V. in 1963, portrayed by Willard Scott. The clown is known worldwide, and according to McDonald's, is the most recognizable figure next to Santa Claus. [Photograph by Tim Clary. AP/Wide World Photos. Reproduced by permission.] support. In addition, the panel agreed with the physicians' claim that whole milk consumption may actually increase the risk of heart disease and prostate cancer, and recommended that this information be included in advertisements. The tremendous spending power and influence of children on parental purchases has attracted marketers, and, as a result, marketing strategies aimed at children and adolescents have increased. Currently, about one-fourth of all television commercials are related to food, and approximately one-half of these are selling snacks and other foods low in nutritional value. Many of the commercials aimed at children and adolescents use catchy music, jingles, humor, and well-known characters to promote products. The impact of these strategies is illustrated by studies showing that when a majority of television commercials that children view are for high-sugar foods, they are more likely to choose unhealthful foods over nutritious alternatives, and vice versa.

Inappropriate AdvertisementsAttempts to sell large quantities of products sometimes cause advertisers to make claims that are not entirely factual. For instance, an advertisement for a particular brand of bread claimed the bread had fewer calories per slice than its competitors. What the advertisement did not say was that the bread was sliced much thinner than other brands. Deceptive advertising has also been employed to persuade women to change their infant feeding practices. Advertisers commonly urge mothers to use infant formula to supplement breast milk. Marketing strategies include

One strategy used by advertisers is to feature a celebrity in their advertisements or on their packaging. The implicit message is that the celebrity endorses the product, uses the product, and may even depend on the product for success. [AP/Wide World Photos. Reproduced by permission.] giving women trial packs or coupons for several months of free formula. Often, women are not aware that supplementing breast milk with formula will reduce or stop their milk supply. When the samples and coupons are no longer available, women may try to "stretch" the formula by mixing it with water, unaware that diluting the formula places their infant at risk for malnutrition . Many groups have objected to the use of marketing strategies that include free formula and coupons, and infant-formula manufacturing companies have been forced to modify their marketing practices. Other marketing strategies involve labeling foods as "light," meaning that one serving contains about 50 percent less fat than the original version (or one-third fewer calories). For example, a serving of light ice cream contains 50 percent less fat than a serving of regular ice cream. As a result, consumers mistakenly believe that eating light food means eating healthful food. However, they fail to realize that a serving of the light version of a food such as ice cream can still contain more fat and sugar than is desirable. Food labels with conflicting information often confront consumers. For example, labels claiming "no fat" do not necessarily mean zero grams of fat. Food labeling standards define low-fat foods as those containing less than 0.5 gram of fat per serving. Therefore, consuming several servings may mean consuming one or two grams of fat, and people are often unaware of what amount of a food constitutes a "serving." In addition, foods low in fat may be high in sugar, adding additional calories to one's daily caloric intake. Too often, consumers mistakenly translate a claim of "no fat" into one of "no calories." Other examples of conflicting claims include labels advertising foods as "high in fiber," without specifically indicating the presence of high levels of salt, sugar, or other nutrients . Also, labels advertising dairy products as high in calcium , and thus offering protection from osteoporosis , are often missing information relating to the high fat content and its possible contribution to the risk of heart disease. Consumers are also misled by food comparisons. For example, one fruit drink may be advertised as containing more vitamin C than another, when in reality neither of the drinks are a good source of the vitamin. In addition, labels on some fruit drinks claim that

the product "contains real fruit juice" when, in reality, the fine print reveals that one serving contains "less than 10% fruit juice."

Recommendations for Responsible Food MarketingConsumers rely on product advertisements and food labels for nutritional education. The American Association of Advertising Agencies states that responsible food marketing strategies should: (1) avoid vague, false, misleading, or exaggerated statements; (2) avoid incomplete or distorted interpretations of claims made by professional or scientific authorities; and (3) avoid unfair product comparisons. Advertisers must also consider the long-term consequences or potential for harm stemming from their claims. While these recommendations are important in developed countries, they become even more critical in international marketing campaigns. It is also important for consumers to recognize their role in evaluating health claims and product comparisons. While advertisers are aware of the need for truth in advertising, sometimes their desire to sell products over-shadows an accurate disclosure of product attributes. Advertisers should bear in mind that inaccurate or vague health claims have the potential to cause economic hardship, illness, and even death. Lastly, marketing strategies used in developing nations should be subjected to the highest standards of truth in advertising.SEE ALSO E ATING H ABITS ; H EALTH C LAIMS .

Virginia Jones Noland

BibliographyBelch, George E., and Belch, Michael A. (1995). Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective. Boston: Irwin. Boyle, Marie A., and Morris, Diane H. (1994). Community Nutrition in Action. St. Paul, MN: West Publishing. Chetley, Andrew (1986). The Politics of Baby Foods: Successful Challenges to an International Marketing Strategy. New York: St. Martin's. Connor, John M., et al. (1985). The Food Manufacturing Industries: Structure, Strategies, Performance, and Policies. Lexington, KY: D.C. Heath. Elder, John P. (2001). Behavior Change and Public Health in the Developing World. Thousand Oaks, CA: Sage. EPM Communications (1998). "TV Is the Most-Often-Used Source of Health Information." Research Alert 16:7. Goldberg, Jeanne P., and Hellwig, Jennifer P. (1997). "Nutrition Scientists in the Media: The Challenge Facing Scientists." Journal of the American College of Nutrition 16:544 550.

Jeffrey, D. B.; McLellarn, R. W.; and Fox, D. T. (1982). "The Development of Children's Eating Habits: The Role of Television Commercials." Health Education Quarterly 9:174189. Mathios, Alan D., and Ippolito, Pauline M. (1998). "Food Companies Spread Nutrition Information through Advertising and Labels." Food Review 21(2):3844. Nestle, Marion. (2000). "Soft Drink 'Pouring Rights': Marketing Empty Calories to Children." Public Health Reports 115:308319. Sutton, Sharon M.; Balch, George I.; and Lefebvre, Craig (1995). "Strategic Questions for Consumer-Based Health Communications." Public Health Reports 110:725733. Taras, H. L., et al. (1998). "Television's Influence on Children's Diet and Physical Activity." Journal of Developmental and Behavioral Pediatrics 10:176180. Taylor, Anna (1998). "Violations of the International Code of Marketing Breast Milk Substitutes: Prevalence in Four Countries." British Medical Journal 316:11171122.

Internet ResourcesBaker, Linda (2000). "Breast-Feeding vs. Formula Feeding: Message in a Bottle." Available from Center for a New American Dream. "Just the Facts About Advertising and Marketing to Children." Available from Infant Feeding Action Coalition (INFACT) Canada (2002). "Infant Foods and Health Claims." Available from Medical College of Wisconsin. "Health Claims on Food Labels: What Do They Really Mean?" Available from Optimal Wellness Center (2002). "USDA Confirms Milk Ads Make False Health Claims." Available from Read more: Marketing Strategies - calcium, food, nutrition, needs, body, diet, health, fat, nutrients, eating, vitamin, water, habits, Impact and Influence, Inappropriate Advertisements http://74.125.153.132/search? q=cache:vNiQZ8njcTgJ:www.faqs.org/nutrition/Kwa-Men/MarketingStrategies.html+marketing+strategy+for+juices&cd=5&hl=en&ct=clnk&gl=in#ixzz0iBU WmzT7

Ral has been the preferred choice of consumers when it comes to packaged fruit juices, which is what makes India's No. 1 Fruit Juice brand. A validation of this success is that

Ral has been awarded Indias Most Trusted Brand status for four years in a row. Today, Ral has a range of 14 exciting variants - from the exotic Indian Mango, Mausambi, Guava & Litchi to international favourites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large range helps cater different needs and occasions and has helped Ral maintain its dominant market share. A research conducted by Blackstone Market Facts even pointed out that Ral was preferred by over 50% of the respondents. Whats more, Ral was liked for being the better tasting juice - a category where likeability is primarily driven by taste. Made from best quality fruits, Ral does not have artificial flavours and preservatives, and offer your kids not just great taste, but also FRUIT POWER - the power of fruits the power to stay ahead. Loaded with the power of Vitamin C, Ral fruit juices have all the necessary nutrients that keep you active all day long. Ral is endorsed by PFNDAI The nutritional contents of Ral Fruit Juices & Nectars are endorsed by PFNDAI -Protein Foods & Nutrition development Association of India. Protein Foods Association has been in existence for about forty years. It has gained credibility in health and food professionals such as physicians, nutritionists, dieticians, food scientists and technologists, etc. as an unbiased body, almost of the stature of an NGO. Even government officials have high regards for the association. So when the association lends its logo to any product, the product is accepted by them to deliver the nutritional contents as claimed by the manufacturer. Accolades for Ral India's No. 1 Fruit Juice brand Voted as a Superbrand Voted by consumers as the most trusted fruit juice brand for four years in a row Ral awarded the Readers Digest Trusted Brand Gold Award 2009 in the food and beverages category