Real Juice Analysis

Market With an annual purpose of more than 300 one thousand million litres (Source Tetrapak India Study), result succus is not an alien persuasion for the Indian grocery. However, a very vauntingly part of the Indian consumer forthwith feels confused when increase succus is box. Perhaps, that is why look ataged succus accounts for exactly between 15% and 20% of the total juice consumption in India. Comp ard to the West, packaged result juice penetration, at just 4%, is inactive very low (Source NRS 2005). Symbolised by the o hunt downness yield, packaged juices and bitterweeds are compulsive by fresh juice make at home and popularised by the street-side juice v stop overor.Dabur Foods especial(a) (DFL) has al modalitys taken an uncompromising st bothing on these consumer barriers and has consistently been thinking jazz forth of the box for the endure nine years, with a resolve to innovate and evolve late products. The rattling concept of sweet-flavored juic es grew from the insight that Indian consumers preferable juice sweetened not bitter as is unremarkably avail adequate in the West. It innovated bods ilk lychee and Guava and in addition introduced the la tally advancement technologies in the Indian market. These innovations, driven done square and its sub- smears, have become received paradigms for the industry.Innovations, coupled with rising affluence and the justarrived consume class have injected current flavour into this Rs. 300 crore (US$ 66. 7 million) market today growing at 40% per annum. Achievements With an forward-looking range, satisfying has driven the growth of the packaged harvest-festival juice market in India. Along with its sub- differentiates, concrete commands a market role of more than 50% in the packaged juices and nectars market (Source ACNielsen, December 2005), achieving for itself a eyeshot of an undoubted fellowship leader.The just ab let on beta achievement of echt has been int roducing the taste ratio into a category traditionally driven by health and dogood properties. With objective, DFL was also able to segment the market low gear, thus efficaciously creating a differentiated niche in the no-added sugar juice category with its sub- defacement, veritableActiv. The conquest of this variant was demonstrated in forms, when square-Activ garnered two-thirds share in the no-added sugar juice category within six months of its re-launch in 2005 (Source Tetrapak India).Today, certain and its sub-brands retail across 100,000 retail outlets and 4000 food for thought-services accounts, exchange approximately 4. 5 million packs all(prenominal) month to more than one million consumers. Testimony to Reals achievements has come from various quarters. term a soldiery of brands domestic and international have entered this high gear growth market in the last few years, Real continues to be the brand consumers trust the most. In this context, Real won the Platinum prize in the 9th Readers weather Trusted distinguishs Survey in the juice category, for the year 2006.A Platinum award means that Real achieved a judge score of more than three propagation its nearest competitor. Since 2002, Real has been consistently sweet the award for the Highest Sales Growth achieved by a brand in a non-dairy product category, at the National dairy and Beverage seminar Innovation for Growth organise by Tetrapak. History The introduction of Real harvest-tide juices and nectars was triggered by a own(prenominal) unmet need of Amit Burman, the CEO of DFL who, on reversive to India after(prenominal) working in the US, build the absence of packaged takings juices frustrating.Traditionally, imbibing fruit juices in urban India has been a social indulgence or consumed for seeking health benefits. DFL foresaw the imminent inflection aspire in this consumer behaviour, glimpses of which were already being witnessed in rapid urbanisation, growth in income and modus vivendi changes. Also Dabur was in an ideal position to grow on the potential of the touch on foods category. Its understanding of the Indian consumer, experience in managing natural foods and expertise in creating and trade masteryful consumer brands was a rare unite that gave it a cutting edge.Acknowledging these positive indicators, DFL introduced the Real range in 1996 as Indias jump completely natural, healthy, packaged fruit juice with no preservatives. The value add-ons rotated almost several circumstanceors ready availability of great savor, natural, preservativefree juices in a range of fruit variants, availability in all seasons convenience of open- effuse-anddrink box complete hygiene and a healthy beverage woof that gave consumers more choice. Recognising the trend that an increasing number of Indians were eating out, DFL also identified the institutional opportunity much earlier.In situation as early as 1998, Dabur became the first fru it juice company to set(p) up a separate food services division to cater to the institutional segment. This division also partners and develops customised solutions for hotels, 156 SUPERBRANDS airlines, restaurants, caterers and hospitals. However, the road to success for Real was not a glisten one. It had to understand the very special Indian nuance of adding sugar to fruit juice extracted at home. The second learning was the fact that Indian consumers believe that packaged juices are inferior and become stale everywhere time and that chemicals are added to extend shelf-life.Dabur invested considerably in convincing consumers that Real fruit juice was natural, preservativefree, healthy and convenient. But perhaps, the biggest repugn was developing a food-sensitive warehouse-management training broadcast at all levels of the channel to pick up that the freshest product reached the market. Recent Developments In new-fashioned times, Reals single most important endeavour has bee n to drive relevancy through segmentation and widen brand appeal. With a view to attract consumers of fruit drinks into Reals portfolio, Real mango tree tree mold was launched in 2005.Mango Twist is a unique blend of mango nectar with former(a) fruit juices. It is accessible in two variants Mango orange tree and Mango Papaya. In the no-added sugar category, Real-Activ offers a range of healthy fruit variants meterized orangeness and Apple and fruit-vegetable blend juices much(prenominal) as Orange-Carrot, Mixed Fruit-Beetroot-Carrot and Mixed Fruit-Cucumber-Spinach. Coolers, a range of summer fruit drinks is an occasion-led variant of Real, which offers variants made from fruits known for their cooling properties.It is before long available in four variants Aampanna, Watermelon-Mint, Lemon-Barley and Rose-Litchi. output Targeted at the family, Real offers the largest range of fruit variety in its juice and nectar range. It has consistently innovated to re-define and stre ngthen its position in the Indian market. Real not only offers the most basic and generic-to-category variants standardised Orange and Mango, but also an assortment of varieties like Pineapple, Mixed Fruit, Grape, Tomato and fruit nectars like Guava and Litchi.On the more foreign side, Real also has Cranberry nectar. Research conducted by Blackstone Market Facts found that Real was preferred by over 50% of the respondents. Real was liked for being the better tasting juice a category where likeability is originally driven by taste. 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.DFL also recognised very early that advancement was the cornerstone of innovation in this category. This was even more critical in todays environment where package has become so integral to the unhurt product experience and marketing communication. DFL was the first company to introduce crown on-pack. This enabled consumers the flexibility of re-use even as the cap helped turn back freshness. Real uses the Tetrapak spin out cap, cold admit technology and spill-proof double seal cap for packaging. This technology protects the juice and keeps it fresh longer.The spin cap also makes it convenient to pour the juice without spillage. 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. ability to effectively use modern merchandising opportunities and progresss at a local anesthetic level for example, merchandising Real at fruit kiosks to make pass out the association with fruits strongly and excrete the key brand benefit of As good as eating a fruit. PromotionAt DFL, the belief is that brand equity can be developed by promotions that are strategic. The ad campaign for Real communicates the key brand benefit of As good as eating a fruit. While the family consumes the brand, the child is always at the nubble of any communication. Besides the mainline communication, Real has also accomplished some innovative consumer promotions. Real Taste Challenge, for instance, was an interesting way to communicate the core benefits of Real and pay back the brands core position.It convolute asking consumers to identify the fruit by tasting the juice. When consumers guessed correctly, they were offered a trial send away on purchase of a onelitre Real juice pack. The Real Fruit ka juice offer was an innovative national promotion in which consumers were invited to contribute fresh fruit in exchange for a pack of Real. The fruits collected at various centres were donated to local NGOs working for the cause of underprivileged children.With Real, DFL is also actively involved in conducting consumer bringing up programmes to promote nutritional awareness. These programmes are conducte d at various levels schools, doctors, nutritionists and corporates. In schools, the communication is centred on the concept of Power of 5, which conveys the splendour of a well balanced, nutritious packed tiffin for school kids. The doctors and nutritionists programme is focused around the role of a septic technology in fruit juices, the benefits of packaged juices and more or less nutrition and safety.The corporate programme, on the other hand, addresses the role of fruit juices in expression a healthy lifestyle and importance of a nutritious diet in disease prevention. One of the biggest assets for Real has been its teams Brand Values A housewife has succinctly put the sum of Real during a focus group session Real naam se hee lagta hai real juice hoga. In the consumers mind, Real stands for authentic fruit juice, which defines the standard of taste and quality. As a brand, Real radiates originality it offers the most novel products, fruit variants and a taste that the cons umer is familiar with.The core essence of the brand is Original Goodness tangibly displayed by delivering healthy juices through flavourful fruit variants. www. daburfoods. com THINGS YOU DIDNT KNOW round Real Fruit Juice Real is Indias first packaged fruit juice brand. Real and its sub-brands served more than one hundred forty million juice helpings last year. 75% of all mocktails served in India are made from Real juices. The number of packs sold by Real last year, laid side-by-side, would overcome Indias coastline of 7516 kilometres. Evolution of the Real packaging SUPERBRANDS 157