Real Juice Analysis

Market With an yearly consumption of more than 300 million litres (Source Tetrapak India Study), harvest-feast succus is non an alien purpose for the Indian market. However, a very large theatrical role of the Indian consumer instantly feels alienated when crop juice is encase. Perhaps, that is why incase juice accounts for only between 15% and 20% of the total juice consumption in India. Compared to the West, bearaged fruit juice penetration, at only when 4%, is still very low (Source NRS 2005). Symbolised by the orange fruit, packaged juices and ragweeds are driven by fresh juice made at home and popularised by the street-side juice vendor.Dabur Foods Limited (DFL) has always taken an stern stand on these consumer barriers and has consistently been thinking out of the box for the pass nine years, with a resolve to innovate and evolve mod products. The rattling concept of sweet-scented juices grew from the insight that Indian consumers preferred juice sweetened n ot bitter as is commonly available in the West. It innovated variants handle Litchi and guava and in like manner introduced the latest packaging technologies in the Indian market. These innovations, driven finished concrete and its sub-brands, bewilder be come up accepted paradigms for the industry.Innovations, couple with rising affluence and the justarrived consuming class have injected new sustenance into this Rs. 300 crore (US$ 66. 7 million) market today larning at 40% per annum. Achievements With an in advance(p) range, reliable has driven the return of the packaged fruit juice market in India. Along with its sub-brands, substantial commands a market component of more than 50% in the packaged juices and nectars market (Source ACNielsen, December 2005), achieving for itself a position of an undoubted category leader.The most important achievement of veridical has been introducing the bask dimension into a category traditionally driven by health and dogood prop erties. With satisfying, DFL was also able to segment the market early, thus effectively cr ingest a differentiated niche in the no-added sugar juice category with its sub-brand, significantActiv. The conquest of this variant was demonstrated in spells, when truly-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, existing and its sub-brands retail crossways 100,000 retail outlets and 4000 food-services accounts, selling approximately 4. 5 million packs every month to more than one million consumers. Testimony to Reals achievements has come from various quarters. While a host of brands domestic and international have entered this high growth market in the eventually few years, Real continues to be the brand consumers trust the most. In this context, Real won the platinum award in the 9th Readers Digest Trusted Brands Survey in the juice category, for the year 2006.A Platinum awar d means that Real achieved a rating s message of more than three times its nearest competitor. Since 2002, Real has been consistently winning the award for the Highest Sales Growth achieved by a brand in a non-dairy product category, at the National dairy farm and Beverage seminar Innovation for Growth organised by Tetrapak. History The origin of Real fruit juices and nectars was triggered by a personal unmet need of Amit Burman, the chief operating officer of DFL who, on returning to India after working in the US, found the absence of packaged fruit juices frustrating.Traditionally, drinking fruit juices in urban India has been a social indulgence or consumed for seeking health benefits. DFL foresaw the imminent inflection point in this consumer behaviour, glimpses of which were already being witnessed in rapid urbanisation, growth in income and lifestyle changes. Also Dabur was in an ideal position to grow on the potential of the processed foods category. Its understanding of the Indian consumer, experience in managing natural foods and expertise in cr eat and marketing successful consumer brands was a obsolescent mix that gave it a cutting edge.Acknowledging these positive indicators, DFL introduced the Real range in 1996 as Indias first completely natural, full-pagesome, packaged fruit juice with no preservatives. The value add-ons revolved around several incidentors ready accessibility of great tasting, natural, preservativefree juices in a range of fruit variants, availability in all seasons convenience of open- well out-anddrink packaging complete hygiene and a wakeless beverage option 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 fact as early as 1998, Dabur became the first fruit juice confederacy to set up a separate food services member to cater to the institutional segment. This division also partners and de velops customised solutions for hotels, 156 SUPERBRANDS airlines, restaurants, caterers and hospitals. However, the road to success for Real was not a smooth one. It had to understand the very special Indian nuance of adding sugar to fruit juice extracted at home. The second development was the fact that Indian consumers believe that packaged juices are inferior and live on stale over 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 dispute was developing a food-sensitive warehouse-management training programme at all levels of the crinkle to ensure that the freshest product reached the market. Recent Developments In recent times, Reals single most important endeavour has been to drive relevance through segmentation and widen brand appeal. With a view to attract consumers of fruit drinks into Reals portfolio, Real mango T wist was launched in 2005.mango Twist is a unique blend of mango nectar with other fruit juices. It is available in two variants Mango Orange and Mango Papaya. In the no-added sugar category, Real-Activ domiciliates a range of healthy fruit variants care Orange and Apple and fruit-vegetable blend juices such as Orange-Carrot, involve 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 cognize for their cooling properties.It is currently available in four variants Aampanna, Watermelon-Mint, Lemon-Barley and Rose-Litchi. Product 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 strengthen its position in the Indian market. 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.On the more exotic 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 primarily driven by taste. Ensuring that stack 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 packaging was the root word of innovation in this category. This was even more critical in todays environment where packaging has become so integral to the whole product experience and marketing communication. DFL was the first company to introduce strong-armer on-pack. This enabled consumers the flexibility of re-use even as the cap helped retain freshness. Real uses the Tetrapak spin arou nd cap, cold fill engine room 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 innovative merchandising opportunities and promotions at a local level for example, merchandising Real at fruit kiosks to draw out the association with fruits strongly and blow over the key brand benefit of As good as eating a fruit. PromotionAt DFL, the belief is that brand lawfulness can be developed by promotions that are strategic. The advertising cause for Real conveys the key brand benefit of As good as eating a fruit. While the family consumes the brand, the child is always at the centre of any communication. Besides the mainline communication, Real has also civil som e innovative consumer promotions. Real Taste Challenge, for instance, was an interesting way to communicate the core benefits of Real and reinforce the brands core position.It involved asking consumers to identify the fruit by tasting the juice. When consumers guessed correctly, they were offered a visitation discount 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 underclass(prenominal) children.With Real, DFL is also actively involved in conducting consumer education programmes to promote nutritional awareness. These programmes are conducted at various levels schools, doctors, nutritionists and corporeals. In schools, the communication is centred on the concept of Power of 5, which conveys the importance of a well balanced, nutritious pa cked tiffin for school kids. The doctors and nutritionists programme is focused around the role of a putrefacient technology in fruit juices, the benefits of packaged juices and about nutrition and safety.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. One of the biggest assets for Real has been its teams Brand Values A housewife has succinctly put the essence of Real during a focus conference 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 consumer is familiar with.The core essence of the brand is Original Goodness tangibly displayed by delivering healthy juices through tasty fruit variants. www. daburfoods. com THINGS YOU DIDNT KNOW ABO UT Real Fruit Juice Real is Indias first packaged fruit juice brand. Real and its sub-brands served more than 140 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 exceed Indias coastline of 7516 kilometres. Evolution of the Real packaging SUPERBRANDS 157