Dabur Real
DABUR REAL
THE FINAL REPORT
Under The Guidance Of
Dr. Avinash Kapoor
Team Members
Aseem Srivastava 08P074
Pranjal Shah 08P096
Shreya 08P105
Vishal Singh 08P116
Executive Summary
Dabur India Limited is the fourth largest Company in India as a provider of Health Care, Personal Care and Food Products. Its turnover is of approximately Rs.19 billion (approx. US$ 420 million) during the fiscal year 2005-2006, with brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola & Real.
Dabur Foods is a subsidiary of Dabur India which is expected to grow at 25%. The company has three distinct brands across the packaged fruit juice category – ‘Real’, ‘Activ’ and ‘Coolers’. For our project, we have taken its largest brand in the natural juice segment that is ‘Real’.
‘Real’ enjoys the first mover’s advantage in the Indian fresh fruit juice market and highly accepted brand name of ‘Dabur’. Moreover, the distinguishing factor of having a variety of flavours, packs, its food-sensitive warehouse-management training programme, its unique cold fill packaging technology and its wide distribution network have increased its share in the market over the years.
With all so many plus points, there are certain weak areas to look at. Its advertising campaign which failed to attract the youth segment, the unavailability in PET bottles and cans which signify the fashion quotient, the absence of any significant brand ambassador and the comparatively high pricing when compared to fruit drinks like Mazza are some of the areas which the company will want to improve with time.
‘Real juice’ has rightly targeted the families as a whole and also the kids with its Real Junior. But the real buyer, in most of the cases, is mother of...
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