Dabur Real Fruit Juice

Brand Audit
• Group - 10 (Section A)
• 18PGP067 Ishwar Singh Rawat
• 18PGP228 Akash S Minj
• 18PGP230 Avinash Topno
• 18PGP236 Maeraj M
• 18PGP240 Ritu Ranjan Kumar
 • Established in the year 1996,
Dabur Real Dabur Real Juice is
the product of Dabur Foods
Fruit Juice which is a subsidiary of
Dabur India.
• Réal Fruit Power has a range
of 14 exciting variants in the
fruit juices category.
• Dabur Real is considered as
No. 1 juice brand in India.
• It have been awarded
‘India’s Most Trusted Brand’
for six consecutive years, in
the juices category.
• THE RÉAL PHILOSOPHY
• We believe that fruits
can be fun, colourful,
juicy, delicious and
exciting. Our ongoing
endavour is to bring
the goodness of fruits
and health to your
home, without
compromising on the
HAPPY.
• With Réal, be assured
that HEALTHY IS
HAPPY.
 Character: RJ Logo

Brand Inventory
Brand Elements

Tagline: Bipasha Basu Sonali Bendre

Brand Ambassador- Real Active Brand Ambassador
My Real Fruit Power

Real Ad: Healthy Is Happy

- https://www.youtube.com/watch?v=LUARQlNldZ8
Marketing Programs
Multimedia campaign • Target: Real - kids and mothers, Real Activ – adults.
• Health race on World Health Day in Delhi in collaboration with Ms
to promote ‘Real’ Sunita Godara (marathon runner of India).
products - 2002 • 5,000 participants from different age groups.

Outdoor campaign to • Brand ambassador – Ms Sonali Bendre.

• 4 major markets – Mumbai, Chandigarh, Bengaluru and Delhi NCR.
promote Real’s new • Enhancing the ‘health connect’ by strengthening nutrition cues on
packaging - 2010 our packs & hence the new packaging.

• 'Happy is Healthy' positioning.

Brand repositioning • TVC series featuring Sonali Bendre was aired across major GECs
360-degree campaign and kids channels apart from a robust print media campaign.
• New website dedicated to the brand (www.realfruitpower.com)
- 2012 was also launched.
Marketing Programs

• Targeted at consumers in the 25-44 age group.

• Aimed at virtually covering the distance between earth & moon over a
Digital campaign period of 45 days. 1 comment was counted as a step equal to 50 KMs.
#WalkToTheMoon • 19,000 conversations from FB, Twitter, & brand's website to cover the
distance in 1 month .
- 2014 • Almost 8,000 people took their 1st steps towards leading an active
lifestyle.

• Initiative video - https://www.youtube.com/watch?v=NTeJHf8RxvM

“Dil se Dua” Initiative • Activities in Delhi NCR, Jammu, Ludhiana, Jalandhar, Amritsar, Chandigrah
in association with Prayas.
- 2015 • Connected 7,74,100 people with 5,200 total pledges.
 Ads & Promotions

• Sonali Bendre - Dabur India Ltd Real Fruit Juice Big

Boy 60 Hindi DIL
https://www.youtube.com/watch?v=hAcxIXBWkxQ
• Bipasha Basu - Dabur Real Activ. Juice ad
https://www.youtube.com/watch?v=pvdApoIrgbc
• Real fruit Power - Healthy Juices by Real Fruit
Power (RJ)
https://www.youtube.com/watch?v=xheF1ZMN6u4
• Real Activ Coconut Water – Anna says Wokay!
https://www.youtube.com/watch?v=cTu793OI3sI
• Walk with me - The story of Manal Farooq
https://www.youtube.com/watch?v=zyOjUGfuElw
• Dabur Real Juice
https://www.youtube.com/watch?v=tyVF_UhNtkE
 Ads &
Promotions
 Geographic

• Nationally as well as regionally

• Urban & Semi urban
• According to climate

Demographic

Market • Economic : Lower, Middle and Upper class

• Age(Every age group): kids; Ladies (Mothers), Youths and
Segmentation Old age people
• Family life cycle stage: Family with adolescent, ladies and
old

Psychographic

• Needs & Benefits: Who are health conscious, who want

to replace sugar, Old age people who avoid sugar
• Lifestyle: Health conscious, Personal care, based on
home and food care
 • Competitors
Brand • Tropicana – Healthy & Nutritious fruit juice.
• Patanjali – Herbal & Natural fruit juice.
• Paper Boat – Traditional, Nostalgic & Unique appeal.
Exploratory
Findings • Brand Resonance Survey Response
• Link -
https://docs.google.com/forms/d/1g6Fr_T8ZAvo7Dr7CGcOVCJfKeM37xQox
gfRYUXwXFh4/edit
 0
5
10
15
20
25
30

6
Healthy

18
Tasty / Good taste
Natural

5 1
Felt Awesome

12
Quality
Awareness
Perfect
Pure
Refreshment/…
Enjoyment
Delicious

1 1 1 2 1 1 1
Well packaging

20
Affordable

3
Taste as…

15
Reputable/trusted…

25
Nice/ good image
Frequency

18
Availability
Added flavour
Chyavanprash
Alternative to…
Toothpaste brand

1 1 1 1 1
Creamy milk shake
17

Satisfying
21

Accessible
Frequency
Mental Map
Core Brand Associations & Brand Concept Map
 Brand
Positioning Dabur Real
Fruit Juice
Reality (Present) Objective (Future)

Considerations Attributes
Preference
Owned
Most preferred after Tropicana
Valued
Finest quality ingredients

Findings Quality
Brand Image
35% people find it of superior quality
May have added flavours, not thick
38% trusts the makers of the brand
Could be as preferred as Tropicana (72%)
and the best alternative to Tropicana
Customer Salience Most commonly recalled fruit juice Easily available across India
Aims to achieve congruence brand
between: Attributes Claimed Desired
Preference Preferred choice when it comes to Has a range of 14 exciting variants in the fruit
•What customers currently believe packaged fruit juice juice category
about the brand (Owned) Quality No added preservatives Good taste with Fruit Power
•What customers will value in the Brand Image Healthy is happy Endeavour to bring goodness of fruits and
brand (Valued) Competition health to home, without compromising on
•What the firm is currently saying the HAPPY
about the brand (Claimed) Salience Hit with kids Wide range to cater to different needs,
•Where the firm would like to take occasions and taste buds

the brand (Desired)

 Brand
Resonance
Pyramid
 Points-of-Parity Points-of-Difference
Brand Refreshing Fruit Juice Tasty, healthy and
Positioning nutritious juice
Attractive Packaging No preservatives or no
artificial colour
Brand Mantra- Available in Various Widely Available
Packages
Fruit Juice with fruit power
It is a beverage product Packaging is hygiene and
design is attractive
All age group can consume More varieties
without hesitation
Perceptual
Map
Conclusion and
Recommendation
• Customers associate Dabur Real fruit Juice with
natural, healthy, nutritious and tasty.
• In comparison with the other three competitive
brands, Dabur Real performs better than all of them
except Tropicana.
• Make a greater pitch in its brand appeal by further
enhancing its brand as high quality and highly
trustable fruit juice