1.
About the Company
Dabur India Ltd. is one of the leading FMCG Companies in India with Revenues of over Rs.
7,680 crore and Market Capitalisation of over Rs. 48,800 Crore. It has been building on a
legacy of quality and experience of over 133 years. In the contemporary world, Dabur is
India’s most trusted name and the largest Ayurvedic and Natural Health Care Company.
Major Segments and product portfolio of Dabur in FMCG Market
www.dabur.com
Brand’s Introduction- Real Fruit Juice
A “Rs. 500 Crore Sales Turnover” Product is voted as a super brand as the most trusted fruit
juice brand for four consecutive years. Today, Real Fruit Power has a range of 16 enriching
variants of fruit juices - from the exotic Indian Mango, Guava, Plum, Mosambi, and Litchi to
international favourites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant, Apricot
& Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. It is made from superior
quality fruits and does not contain artificial flavours, colour and preservatives. It has adequate
amount of nutritional values.
3. Existing Segmentation, Targeting and Positioning
SEGMENTATION
The following are the segments real fruit deals into:
Demographic Segmentation
Family Life Cycle: Mothers acts as an influencer for their kids to drink healthy fruit
juices. Here, to balance the nutrients and fulfil fruit requirements, mothers add juice in
their kid’s diet chart. Also, on the tetra-pack, there is a mascot of a kid drinking juice
from a straw and a belief written- “Something that’s good for children should also
make them smile.”
Age: Kids with age group 6 to 12 years, youth and old-age people are also
recommended to overcome the deficiencies as the metabolism gets deteriorated.
Economics Status: Society with lower, middle and upper class.
Psychographic Segmentation
Lifestyle: Dabur targets people who are health conscious who consume adequate
amount of nutritious food and working people who carry or buy juice packs to their
workplace.
Behavioural Segmentation
Occasion: Real juice is served as refreshment drink in family gatherings, meetings
and other occasions.
Need and benefits: Real fruit juice fulfil the needs of health conscious people and
provide nutritious benefit to the consumers.
Geographic segmentation
Dabur has segmented the domestic consumer market nationally as well as regionally.
Rural India accounts for nearly 50% of the domestic FMCG sales for Dabur. Dabur has
recognised the international demand of its products and forayed into foreign markets. The
international business now combines 32.4% to consolidated sales. The major international
markets are Middle East, Africa, Asia, Americas and Europe.
TARGETING
Dabur Real Juice has a distribution network that covers 175 towns and 75 thousand
retail outlets making its product available and accessible to the consumers across the country
at ease.
The Target Market for Dabur Real Juice is people of all income levels. Dabur fruit juice
target people of all types of income group i.e. upper, middle and lower class. But mostly they
want to target small children by targeting moms through campaign like “Mom’s speak”,”
Real moms, Real stories”
POSITIONING
Provide real and original fruit extracted healthy juice.
Voted by consumers as the most trusted fruit juice brand for four consecutive years.
Real was awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food
and beverages category.
Dabur uses the tagline “Healthy is happy” to position itself as a healthy brand in the
mind of people
Dabur runs “Real moms, Real stories”, “Mom’s speak” digital campaign for digital
marketing and positioning it as a healthy brand in front of everyone’s eye.
