Marketing Mix of Dabur Real Juice and 4Ps (Updated 2024)

The Marketing mix of Dabur Real Juice analyses the 4Ps of Dabur Real Juice, including the Product, Price, Place, and Promotions. 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 the food and beverage industry as it belongs to the beverage category. This FMCG product is of Indian origin and was introduced to the consumer market in 1996.

The 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

About Dabur Real Juice

• Type: Ready-to-drink fruit juice brand.
• Industry: Food and beverage.
• Founded: 1996.
• Founders: Ramesh Chandra Gulati and Jugal Kishore Biyani.
• Headquarters: Gurgaon, Haryana, India.
• Area served: India and other parts of the world.
• Current CEO: Mohit Burman.
• Number of employees: Over 20,000.
• Major products: Real fruit juice, Real Activ juice, Real Activ Fiber juice, Real Kids juice, Real Masala juice.

Dabur Real Juice Product Strategy

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 and great taste in an attractive and hygienic pack. Packaging is an integral part of the marketing mix, attracting customers, especially kids. Dabur has changed its design and packaging to make it more attractive.

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

Dabur’s Real Juice brand offers diverse flavors that cater to various tastes and preferences. The product mix includes both traditional Indian flavors and international fruit flavors.

The new Product Mix of Dabur Real Juice in 2023 is as follows (Source).

1. Classic Fruit Flavors: These include popular choices like apple, orange, pineapple, mango, mixed fruit, grape, and guava.
2. Exotic Variants: For those looking for something different, Dabur Real Juice also offers exotic flavors such as cranberry, litchi, and peach.
3. Wellness Category: Recognizing the health-conscious consumer, Dabur has introduced wellness juices like Amla and Jamun, which are known for their health benefits.
4. Real Activ Range: This range includes 100% sugar-free juices catering to the health-focused segment of the market. These juices are preservative-free, emphasizing the natural goodness of fruits.
5. Extension into Yoghurt Drinks: Dabur has expanded its portfolio by launching fruit juice-based drinking yogurts under the Real Activ brand, combining the health benefits of yogurt with the delicious taste of fruit juice.

Dabur Real Juice Place Strategy

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 and marketing reach to cover overseas markets via its parent company, which already has established channels in more than sixty countries.

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

Dabur Real Juice has an excellent and widespread distribution network that makes its products readily and regularly available in the consumer market. Its distribution channel is one of its companies that has helped the company reach far and comprehensive manufacturing 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 hand them over to retailers.

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

Here’s the place strategy of Dabur Real Juice.

1. National Reach in India: Dabur Real Juice is extensively available across India, ensuring its presence in urban and rural areas. This broad geographic coverage allows the brand to reach a diverse customer base nationwide.
2. International Distribution: Leveraging its parent company’s established channels, Dabur Real Juice has extended its reach to over 60 countries, making it a global brand.
3. Extensive Retail Network: The product is accessible in various retail formats, including grocery stores, convenience stores, hypermarkets, supermarkets, malls, and cafes, catering to different shopping preferences.
4. Presence in Various Establishments: Dabur Real Juice is also available in restaurants, hotels, railways, airlines, and hospitals, broadening its reach beyond traditional retail.
5. Online Availability: The brand has a significant presence on e-commerce platforms, making it easily accessible to customers who prefer shopping online.

Dabur Real Juice Pricing Strategy

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 customers. The brand has positioned itself as a healthy fruit drink that people regularly like at parties and home. It also targets health-conscious and fitness-freak people by launching new related products.

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

The company website is reasonable, and affordable pricing has helped it occupy a significant market share. As part of its promotional pricing policy, the company offers free packs to kids during school events like sports days and at shopping malls to create a solid market base. All these factors have helped Dabur Real Juice create bulk sales volume, leading to more significant revenues and profit margins.

Dabur Real Juice employs a strategic pricing approach that aligns with its brand positioning and market dynamics. Here’s a breakdown of its pricing and marketing strategy here:

1. Competitive Pricing: Dabur Real Juice adopts competitive pricing, setting prices in line with or slightly lower than those of its key competitors. This approach is crucial in the highly competitive fruit juice market, where price plays a significant role in consumer choice.
2. Penetration Pricing for Market Entry: Initially, Dabur may have used penetration pricing, mainly when introducing new flavors or entering new markets. This involves setting lower prices to gain market share quickly.
3. Value-Based Pricing: Considering Dabur’s reputation for quality and health benefits, the brand also leverages value-based pricing. This strategy aligns the price with the product’s perceived value in the eyes of health-conscious consumers.
4. Segmented Pricing Strategy: Dabur employs a segmented pricing strategy for different product sizes and variants, ensuring that options are available for various market segments, from budget to premium buyers.
5. Promotional and Seasonal Pricing: The brand often uses promotional pricing, offering discounts and special deals during festivals or peak seasons to boost sales and attract more customers.

Dabur Real Juice Promotion Strategy

Dabur Real Juice has a firm brand name and has adopted several plans and strategies 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 on television channels, radio, magazines, billboards, hoardings, cinema halls, on sides of vehicles, newspapers, magazines, and Kiosks.

The company realizes the importance of e-marketing and has an official website that offers 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 advertising and has roped in actress Sonali Bendre as its brand ambassador.

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

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

Some Recent Video ads and Print ads for Dabur Real Juice are:

https://youtu.be/F2nUrdFlfKo

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