Marketing mix of Dabur Real Juice

Dabur Real Juice is the product of Dabur Foods which in turn is a subsidiary of its parent company Dabur India. It is associated with food and beverage industry as it belongs to the beverage category. This FMCG product is of Indian origin and was introduced in the consumer market in the year 1996.

Fruit juice market is very competitive as several bands have joined it and are fighting to create a niche place for themselves. Dabur Real Juice faces competition from the following-

• Minute Maid
• Onjus
• Tropicana from Pepsi
• Jumpin from Godrej
• Frooti from Parle Agro
• Safal from Mother Dairy

Product in the Marketing mix of Dabur Real Juice

Dabur Real Juice offers its customers an assortment of international and Indian flavors like cranberry, litchi, guava, grape, mixed fruit, pineapple, tomato, mango and orange.

It is 100% preservative-free and packaged juice offering wholesome nutrition, great taste in an attractive and hygienic pack. Packaging is an important part of a product that has the ability to attract customers especially kids towards it. Dabur has changed its design and packaging to make it more attractive.

In the year 2004, Dabur Foods launched a sub-brand Real Junior to target kids below six years. Real Junior is rich in calcium and is available in two flavors apple and mango in 125 ml packs. The vibrant packs with animated characters of fruit have been a hit with kids. Dabur Real Juice offers multiple size options to suit individual needs. Its diversified product portfolio includes

• Dabur Real Fruit Power Orange Juice
• Dabur Real Fruit Power Litchi Juice
• Dabur Real Fruit Power Mango juice
• Dabur Real Fruit Power Guava juice
• Dabur Real Fruit Power Pomegranate Juice
• Dabur Real Fruit Power Mosambi Juice
• Dabur Real Fruit Power Tomato Juice
• Dabur Real Fruit Power Grapes Juice
• Dabur Real Fruit Power Plum Juice
• Dabur Real Fruit Power Pineapple Juice
• Dabur Real Fruit Power Peach Juice
• Dabur Real Fruit Power Cranberry Juice
• Dabur Real Fruit Power Apple Juice
• Dabur Real Fruit Power Mixed Fruit Juice
• Dabur Real Fruit Power Apricot Juice

Dabur Real Juice has introduced two new flavours in its wellness category

• Dabur Real Wellnezz Jamun Juice
• Dabur Real Wellnezz Amla Fruit Juice

Place in the Marketing mix of Dabur Real Juice

Dabur Real Juice is an Indian brand and has extended its reach to cover every part of rural and urban India. It has extended its product reach to cover overseas market via its parent company that already has established channels in more than sixty countries.

It has manufacturing facilities in Jaipur, Siliguri, Nepal. Packaging is an important part of a real juice industry and Dabur has upgraded its packaging technology by bringing a state-of-the-art packaging machine in year 1997 from Nimco, based in Chicago.

Dabur Real Juice has an excellent and widespread distribution network that makes its products available in consumer market easily and regularly. Its distribution channel is one of its main strength that has helped the company y in reaching across far and wide.

Its products are manufactured at its manufacturing facilities and the packaged products from these plants are supplied to Carrying and Forwarding Agents. The C&F agents supply them to distributors and stockists, who in turn hand over it to retailers.

The goods reach customers via grocery stores, convenience stores, hypermarket, supermarket, malls, café, and corner shops.  It has extended its product reach to include places like restaurants, hotels, railways, airlines, hospitals, and e-commerce portals. Dabur Real Juice is easily available in every online shopping portal.

Price in the Marketing mix of Dabur Real Juice

Dabur Real Juice has targeted all-age groups from kids, youngsters, adults and oldies, and every income group from lower, middle and upper class as its target customer. The brand has positioned itself as a healthy fruit drink that people would like at both parties and at home regularly. It is also targeting health-conscious and fitness freak people by launching new related products.

Dabur Real Juice is using pricing policy as a strategic tool for streamlining its products. It faces stiff competition in real juice industry. In order to face its competitors and penetrate in further markets, the company has adopted a penetration and a competitive pricing policy. The product prices are kept at par with the prices set up by rival brands.

The reasonable and affordable pricing has helped it in occupying a large part of the market share. As part of its promotional pricing policy, the company offers free packs during school events like sports day and at shopping malls to kids to create a strong market base. All these factors have helped Dabur Real Juice in creating bulk sales volume that has led to greater revenues and profit margins.

Promotions in the Marketing mix of Dabur Real Juice

Dabur Real Juice has a strong brand name and has adopted several plans to market its products successfully in the consumer market. It has launched a 360-degree campaign to reinforce its image in the consumer market. Dabur Real Juice has some good taglines attached to its brand like My Real Fruit Power, and now it has introduced a new one Real Mein Hai Sadharan Fruit Drink Se Up to 8 Times More Fruit Juice.

The ad campaigns and taglines are being displayed by television channels, radio, magazines, billboards, hoardings, at cinema halls, at sides of vehicles, newspapers, magazines, and Kiosks.

The company realizes the importance of e-marketing and has an official website that offers every related information like its products, variants, nutrition contents, advantages of drinking its products and its latest ad campaigns and news. It also connects directly with its customers via Facebook page, Twitter account, and YouTube. The company realizes the positive impact of celebrity endorsement and has roped in actress Sonali Bendre as its brand ambassador.

It is the only fruit juice brand to be awarded SGS certifications as it religiously conforms to GMP and HACCP standards. It has received the award for Highest Sales Growth in the non-dairy category.

Currently, Dabur Real Juice occupies the number 1 position in fruit juice sector and has been voted as Superbrand and Most trusted fruit juice brand in India for six consecutive years. In 2009, it won Reader’s Digest Trusted Brand Gold Awards in food and beverage s category.