Marketing Project on Real Juice

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  • Topic: Juice, Nectar
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  • Published : April 14, 2011
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Dabur eyes Rs 500 crore sales turnover from Real juice
BS Reporter / New Delhi February 21, 2007
Dabur Foods, a 100 per cent subsidiary of FMCG company Dabur India, aims to achieve a sales turnover of Rs 500 crore by 2010 from its flagship juice brand Real. Towards this, the company will invest Rs 100 crore over three years. Of this, Rs 70 crore will be utilised for expanding manufacturing lines in Jaipur, Siliguri and Nepal. Currently, Dabur Real contributes Rs 175 crore to the kitty of Dabur Foods, which has an overall turnover of Rs 225 crore. The other brands of Dabur Foods are Active, Coolers and Hommade. To ensure sustained growth of Dabur Real, the company was evaluating the jams and jelly market and also cut-fruits and fruit syrup market though no immediate announcements in these categories were expected, Amit Burman, CEO, Dabur Foods, said. “Over the past 10 years, Real has had a compound annual growth rate (CAGR) of 33 per cent. Our focus over the next three years will be to achieve a CAGR of 25 per cent, thus increasing turnover from the brand to Rs 500 crore by 2010,” Burman said. Dabur has also done a packaging and design makeover of its Real brand. Explaining the rationale behind the new packaging, Sanjay Sharma, general manager, sales and marketing, said: “The new look has a two-fold agenda - to retain the loyalty of our current consumer base and to attract more consumers.”

The Rs 350 crore domestic branded juice market is growing at a CAGR of 25 per cent. According to a study by AC Neilson, Dabur Real has nearly 57 per cent market share, while Tropicana is a distant second with 25 per cent share.

To cater to the demands of the exports market, the new manufacturing lines would also cater to the markets in the West Asia and African countries, Burman said. Other article
Fruit juice segment poised for 30% growth
Saturday, March 04, 2006
Sabyasachi Samajdar, New Delhi
The branded fruit juice market in India is estimated to be worth Rs 500 crore organised fruit beverage market (nectars, drinks and juices combined) and the segment is growing at about 30 per cent per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro are already in the market and in view of the swift growth in the market, newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come into the market with new products in the recent years.

Amit Burman, Chief Executive Officer, Dabur Foods, told Food & Beverage News in an interview that the market share of Dabur's Real Fruit juice is now 60 per cent. No doubt Dabur's Real Fruit juice is the market leader followed by Pepsi's Tropicana. The two major fruit juice makers in India, Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavours. However, Godrej's Jumpin is slowly achieving its space in the fruit juice market. Godrej Industries Foods Division has introduced fruit juices under the Xs brand, which earlier only consisted of nectars. Parle Agro's Frooti and N-Joi too are doing well in the market. Delhi NCR-based Surya Foods and Agro Ltd, manufacturers of Priyagold biscuits, has forayed into the juices segment. Mother Dairy has recently launched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape and an orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink, has now launched an apple-peach combination juice and a mixed fruit variant. Ahmedabad-based Pioma Industries, makers of the Rasna brand of soft drink concentrates, test marketed a diluted mango juice in Andhra Pradesh recently. There are now racks filled with fruit juices, nectars and drinks. Real juices from Dabur Foods

Dabur Foods introduced for the first time in the Indian market Cranberry juice - Real Cranberry Nectar. An innovative product from Dabur Foods' portfolio, Real Cranberry Nectar is exotic fruit juice nectar, available in 1-litre packs. According to sources, Real Cranberry offers the exotic...
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