DABUR FOUNDER

Leadership Attributes

Risk taker Patience

Optimism Passionate

Humble

History of Real Juice

• Started in year 1997.

• With an aim to achieve sale of Rs.500 crore.

• Invested 100 crore over three years.

• Manufacturing lines in different states.

• Packing and design makeover.

Evolution of company Logo

• A symbol of nature

• a provider of shelter, food and protection

• stability and represent growth

Branding strategy • What is branding

strategy ?

Line extension

Advantage

Easy to implement

Retailer relationships

Low cost of production

Disadvantage

Line extension

Encourage variety seeking

Strained relations

Brand Positioning • What is Brand

positioning ?

Branding positioning

Youth

Existing age group

School children

Health conscious

people

• Ansoff’s matrix suggests that a business growth strategy depends on whether it markets new or existing products in new or existing markets.

• The output from the matrix is series of 4 suggested growth strategies which set to the direction for the business strategy.

Ansoff’s Matrix

Market penetration

Product Development

MarketDevelopment

Diversification

MARKETPR

ODU

CT

EXISTING NEW N

EW

EXI

STIN

G

• Maintain or increase the market share of current products

• Secure dominance of growth markets

• Restructure a mature market by driving out competitors

• Increase usage by existing customers

Market penetration

Market development Approach of market development

• New geographical markets; e.g. exporting

• New products dimensions or packaging(e.g.sizes, flavors, features)

• New distribution channels(e.g. using E-commerce and mail order)

• Different pricing policies to attract different customers

• A strategy that often plays to the strengths of an established business

• Strong emphasis on effective market research (insight into customer needs and successful innovation)

• A great way of exploiting the exploiting the existing customer base

• Being first to market is important

Product development

ADVERTISING

SALES PROMOTION

INTERACTIVE MARKETING

PUBLIC RELATION

INTEGRATED MARKETING

COMMUNICATION

Brand communication

Brand competitor

SUGGESTION

Suggestions from Company point of view • Major shares of Dabur comes from

Real, they should concentrate on increasing market share of their other products

Suggestion from customer point of view:• Rates should be lowered because “eye

level is buy level”.• Show how juices are manufactured in

factory and what are hygiene levels

DID YOU KNOW?• India’s no.1 fresh Fruit

Juice brand.

• Real awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food & beverages category.

• Voted by consumers as the most trusted fruit juice brand for four years in a row.