Real Juice Analysis

Market With an annual consumption of much than 300 gazillion litres (Source Tetrapak India Study), take succus is not an alien concept for the Indian commercialize. However, a very large part of the Indian consumer at once feels alienated when yield succus is encase. Perhaps, that is why box succus accounts for only between 15% and 20% of the total juice consumption in India. Compargond to the West, encase harvest-home juice penetration, at just 4%, is still very kickoff (Source NRS 2005). Symbolised by the o govern production, packaged juices and nectars are driven by cherubic juice made at home and popularised by the street-side juice vendor.Dabur Foods limit (DFL) has always taken an uncompromising stand on these consumer barriers and has consistently been mentation bulge unwrap of the box for the ultimately nine years, with a resolve to precede and evolve new outputs. The legitimate concept of sweetened juices grew from the insight that Indian consumers prefe r juice sweetened not bitter as is unremarkably available in the West. It innovated variants exchangeable Litchi and Guava and as sound introduced the in style(p) packaging technologies in the Indian market. These innovations, driven through satisfying and its sub- tick offs, live with fetch accepted paradigms for the industry.Innovations, coupled with rising affluence and the justarrived consuming discriminate have injected new life into this Rs. 300 crore (US$ 66. 7 million) market today growing at 40% per annum. Achievements With an mod string, actually has driven the reaping of the packaged ingathering juice market in India. Along with its sub-brands, Real commands a market divide 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 all-important(a) achievement of Real has been introducing the relishing dimension into a category traditionally drive n by health and dogood properties. With Real, DFL was also able to segment the market early, thus effectively creating a differentiated niche in the no-added edulcorate juice category with its sub-brand, RealActiv. The success of this variant was demonstrated in numbers, when Real-Activ garnered ii-thirds share in the no-added sugar juice category within six months of its re-launch in 2005 (Source Tetrapak India).Today, Real and its sub-brands retail across 100,000 retail outlets and 4000 food-services accounts, selling approximately 4. 5 million packs every month to more than one million consumers. affirmation to Reals achievements has come from various quarters. spell a entertain of brands domestic and international have entered this high growth market in the last few years, Real continues to be the brand consumers trust the most. In this context, Real won the Platinum deliver in the 9th Readers Digest certain faults Survey in the Juice category, for the year 2006.A Plat inum award means that Real achieved a rating score of more than troika times its nearest competitor. Since 2002, Real has been consistently winning the award for the Highest gross revenue Growth achieved by a brand in a non-dairy product category, at the National Dairy and Beverage seminar Innovation for Growth organised by Tetrapak. History The introduction of Real fruit juices and nectars was triggered by a personal unmet need of Amit Burman, the CEO of DFL who, on returning to India after running(a) 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 pursuance health gain grounds. DFL foresaw the imminent inflection point in this consumer behaviour, glimpses of which were already be 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 reason of t he Indian consumer, experience in managing natural foods and expertise in creating and marketing successful consumer brands was a rare mix that gave it a cutting edge.Acknowledging these affirmative indicators, DFL introduced the Real range in 1996 as Indias depression altogether natural, healthy, packaged fruit juice with no preservatives. The value add-ons revolved more or less several factors ready avail cogency of great tasting, natural, preservativefree juices in a range of fruit variants, availability in all seasons convenience of open-pour-anddrink packaging manage hygiene and a healthy beverage option that gave consumers more choice. Recognising the switch off that an increasing number of Indians were eating out, DFL also identified the institutional fortune much earlier.In fact as early as 1998, Dabur became the first of all fruit juice company to set up a decompose food services division to cater to the institutional segment. This division also partners and deve lops 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 clear 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 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 challenge was developing a food-sensitive warehouse-management training plan at all levels of the channel to ensure that the freshest product reached the market. Recent Developments In recent times, Reals single most important initiative 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 Twist was launc hed in 2005.Mango Twist is a unique extend 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 offers a range of healthy fruit variants like Orange and Apple and fruit-vegetable blend juices such 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 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 physical body 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 , love apple 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 let on tasting juice a category where likeability is primarily driven by taste. Ensuring that batch after batch of the right taste is delivered to the end consumer, DFL has instituted an knowledgeable 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 cornerstone 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 roof on-pack. This enabled consumers the flexibility of re-use even as the peak helped retain freshness. Real uses the Tetrapak spin cap, cold fill techn ology and spill-proof divalent 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 topical anaesthetic level for example, merchandising Real at fruit kiosks to draw out the association with fruits strongly and communicate 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 advertising 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 centre of any communication. Besides the mainline communication, Real has also accomplished so me innovative consumer promotions. Real gustatory modality 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 trial 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 topical anaesthetic NGOs working for the cause of underprivileged 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 corporates. In schools, the communication is centred on the concept of Power of 5, which conveys the importance of a well balanced , nutritious packed lunch for school kids. The doctors and nutritionists programme is focused near the role of a septic 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 group session Real naam se hee lagta hai genuine 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 worth tangibly displayed by delivering healthy juices through tasty fruit variants. www. daburfoods. com THINGS YOU DIDNT KNOW AB OUT 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 exceed Indias coastline of 7516 kilometres. Evolution of the Real packaging SUPERBRANDS 157