Real Fruit 49573c

ACKNOWLEDGEMENT

We express our sincere gratitude to our madam Mrs. Kavita Shetty for providing us this instresting topic and smudging some important keys in developing the presentation. Thank you madam!

REAL FRIUT JUICES Real fruit juices launched in February 1997 is owned by Dabur foods a 100% subsidiary of US $ 3 billion Dabur Group. Dabur India Limited (DIL) is the third largest FMCG Company operating in India with a turnover of more than Rs. 2,233 crores. Real contributes nearly 70 per cent of the company's turnover. Dabur's Real brand of fruit juices are market leaders in the Rs

350 crore Fruit Juices + Nectar market. The brand has a whopping 85% share. Dabur foods realized the potential of the processed & packaged food industry (4th largest in the world). It established brands in a market where the barrier to accept packaged food is high, and the fledging processed food industry was in a nascent stage in India. Today, Dabur Foods has kept its promise not only to the Indian consumers but to the world by providing them the very best products in packaged food class. . Dabur Foods also launched preservative-free fruit juice a sub-brand Real Junior in 2004, targeted at kids below six years - creating an age-specific market segmentation. This is claimed to be a first of its kind segmentation in the Indian fruit juice industry. Dabur Foods has now turned into a leading food marketing company that along with product also provides a range of services to its consumers: Providing choice: A range of leading brands to choose from – Real Fruit Juice, Coolers, Hommade, Lemoneez and Capsico. Providingservices: The dedicated food services division that partners various institutions and develops customized

products to serve the needs of these institutions. Redefiningexports: A unique exporter who develops market across the world benefiting them with the authentic taste of traditional Indian juices and paste. Dabur Foods is the only juice company in India and among the top 5 companies in the world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap for packaging. Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HAC and GMP standards. The brand has also won the award for 'Highest sales growth achieved by a brand' in the non-dairy category.

DABUR Dr. S.K Burman started Dabur in 1884 as a small pharmacy. Initially, he prepared Ayurvedic medicines to treat diseases like malaria, plague and cholera that had no cure during that period. It was his dedication, commitment and empathy that made Dabur a renowned name among the masses. And today, after more than 120 years, Dabur is known for its trustworthiness more than anything else.

MISSION - “To be the leader in the Natural Foods & Beverages Industry.” Striving to deliver this by:

Consistently delighting the consumer through quality products.

Being the company of choice for business partners. Delivering higher returns to stakeholders. Dabur further divided its business into three separate groups: •

Health Care Products Division

•

Family Products Division

•

Dabur Ayurvedic Specialties Limited

Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn and grow to a commanding status in the industry. The Company has gone a long way in popularising and making easily available a whole range of products based on the traditional science of Ayurveda. And it has set very high standards in developing products and processes that meet stringent quality norms. As it grows even further, Dabur will continue to mark up on major milestones along the way, setting the road for others to follow.

Given below is the product portfolio of Dabur:

Product

Products

Category Hairoil

Vatika, Amla, Sarso

Shampoo

(Anmol coconut) Vatika heena conditioning, rootstrengthening

Baby & Skin

Anmol-natural shine, silky Vatika fairness, Gulabari, Vatika

Care

fairness face pack Janmaghutti, Olive oil, Gripewater,

Digestive Health

Dabur lal tel Hajmola range, Hingoli, Pudin hara Chyawanprash, chyawanshakti, Dabur

Supplements Oral Care

Honey, Glucose Babool (rural market), Meswak (unani method), promise, Lal paste, Binaca, Promise

Home Care

Odomos, Odonil, Odopic, Sanifresh

Health Care

Real, Real Activ,

Given Below is a Segment Wise Competitor list: Category

Dabur’s

Main Competitors

Fruit Juice

Share 58% Real and Tropicanna

Fruit Drinks

Active 1% Coolers

Frooti And Maaza

(coolers) Hair oil Coconut 6.4% Vatika HLL base Shampoo Vatika 7.1% Hair care (overall) 27%

HLL and P&G HLL, P&G and

Chyawanprash

64%

Himalaya Himani, Zhandu and

40%

Himalaya Himani, Hamdard and

Honey Digestives

local Players Paras and local players

REAL Real Juices are brought to you in a Tetra pack with a double seal spill proof cap which retains the freshness of the juice. The special technology used in the packaging keeps the juice fresher for a longer period of time with no added preservatives. On opening, the pack has to be refrigerated and consumed within 5 days. Real is a natural fruit juice with no added preservatives, no artificial flavours or colours. Depending on the fruit flavour, it is reinforced with additional minerals and vitamins that add extra energy. There is also a dash of added sugar for better taste, just like we add sugar to a fresh fruit juice made at home. The nutritional value varies depending on the fruit flavour. Check the Real site for the nutritional facts of each Real flavour. Having at least 5 portions of fruits or fruit juices give a natural and healthy source of essential nutrients. Natural fruit juices not only provide nutrition, they are also a good way of fluid intake, which is essential for maintaining good health. Fruit juices are better than aerated drinks, which have no nutritional value. Real Juices are brought to you in hygienic packaging with added nutrients. They are processed and packed in state-of-the-art plants, absolutely untouched by hands to maintain hygiene and quality. They have the goodness of juice from a freshly plucked fruit. Real juices bring the true taste of fruits you & your whole family can enjoy all year long, without waiting for the right season for fresh fruits. Dabur Foods also unveiled its new look Real Juices as part of its 10th year celebrations of the brand and the food business that was flagged off in February 1997. The company currently sells 12 flavours under its Real brand that includes the recent inclusion of its mausambi and pomegranate variants

The Flavours of real juices: PRICE : 1Litre Pack : Rs.75 200 ml Pack : Rs.15 Real Orange Juice -

Suggested Usage of Orange Juice - Can be used in making: Mocktails, Cocktails, Slushes, Shakes, Puddings. Nutritional Facts per 100ml – Energy ; 56Kcal

Vitamin C : 12.5mg

Protein : NMT 1g

Vitamin A : 500mg

Fat : Negligible

Vitamin B1 : 50mg

Carbohydrates : NLT 13g

Vitamin B2 : 50mg

Sodium : 5mg

Calcium : 2.5mg Iron : 0.25mg

Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Orange Juice concentrate, water, sugar, citric acid, salt and Vitamin C

Real Mango Juice –

Suggested Usage of Orange Juice - Can be added to vanilla ice cream and puddings. Can be used for making shakes and smoothies. Nutritional Facts per 100ml – Energy : 60Kcal

Beta Carotene : 600mg

Protein : NMT 1g

Vitamin B1 : 50mcg

Fat : Negligible

Vitamin B2 : 50mg

Carbohydrates : NLT 13g

Calcium : 2.5mg

Sodium ; 0.5mg

Iron : 0.5mg

Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Water, blend of Alphanso and other mango pulp, sugar, citric acid, stabilizer, and Vitamin C

Real Mixed Fruit Juice –

Suggested Usage of Orange Juice - In the preparation of several cold beverages such as slush’s etc. In cocktails and mocktails. In cocktails and mocktails. Nutritional Facts per 100ml – Energy : 56 Kcal

Sodium : 4.0 mg

Protein : NMT 1 g

Vitamin C : 12.5 mg

Fat : Negligible

Vitamin A : 800 mcg

Carbohydrates : NLT 13 g

Vitamin B1 : 50 mcg

Calcium : 4mg

Vitamin B2 : 50 mcg

Iron : 0.5 mg Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Concentrate of Apple Orange, Guava, Pineapple, ion Fruit, Apricot, Mango, Banana, Lime Juice, Water, Sugar, Citric Acid and VitaminC.

Real Pineapple juice –

Suggested Usage of Orange Juice - Can be added to vanilla ice cream and puddings. Can be used for making shakes and smoothies. Nutritional Facts per 100ml – Energy : 56 Kcal

Vitamin B1 : 50 mg

Protein : NMT 1 g

Vitamin B2 : 50 mcg

Fat : Negligible

Calcium : 8 mg

Carbohydrates : NLT 13 g

Iron : 0.4 mg

Sodium : 2.5 mg Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Pineapple juice concentrate, water, sugar, citric acid and vitamin C

Real Grape Juice -

Suggested Usage of Orange Juice - Can be used in making : Mocktails, Cocktails , Slushes, Shakes, Puddings. Nutritional Facts per 100ml – Energy : NLT 56 Kcal

Potassium : 30 mg

Protein : NMT 1 g

Vitamin C : 20 mg

Fat : NMT 1.0g

Calcium : 22 mg

Carbohydrates : NLT 13 g

Iron : 2.3 mg

Sodium : 3 mg Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Water, Grape Juice concentrate, Sugar, Malic Acid and Vitamin C.

Real Tomato Juice –

Suggested Usage of Tomato Juice - Tomato Juice is used for making the famous Bloody Mary (cocktail) and Virgin Mary (mocktail). Nutritional Facts per 100ml – Energy : 32 Kcal Protein : NMT 1 g

Vitamin A : 50 mcg Vitamin B1 : 50 mcg

Fat : Negligible

Vitamin B2 : 50 mg

Carbohydrates : NLT 8 g

Vitamin C : 12.5 mg

Sodium : 200 mg

Calcium : 8 mg

Iron : 1 mg Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Tomato paste, water, sugar, citric acid, salt and vitamin C.

Real Guava Juice –

Suggested Usage of Guava Nectar - Can be used in making : Cocktails , Mocktails, Smoothies, Fruit punch, Ice-cream Sodas. Nutritional Facts per 100ml – Energy : 60 Kcal

Potassium : 30 mg

Protein : NMT 1 g

Vitamin C : 20 mg

Carbohydrates : NLT 15 g

Beta Carotene : 110 mg

Fat : Negligible

Calcium : 7.5 mg

Sodium : 20 mg

Iron : 1.5 mg

Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Pink Guave Pulp, Water, Sugar, Citric Acid, Salt, Stabilizer and Vitamin C.

Real Litchi Nectar –

Suggested Usage of Litchi Nectar - Can be used in making: Litchi Nectar can be used in smoothies, with yogurt or oats. Kids relish Litchi Nectar with Vanilla ice cream. Litchi Slush and mock tails are great summer coolers. Combine Litchi Nectar with dry French champagne or sparkling wine to get a delicious aperitif. Cheese buffs should sip Litchi Nectar with Blue cheese. Nutritional Facts per 100ml – Energy : 60 Kcal

Vitamin B1 : 0.008 mg

Protein : NMT 1 g

Vitamin B2 : 0.008 mg

Fat : Negligible

Vitamin C : 30 mg

Carbohydrates : NLT 15 g

Calcium : 1.0 mg

Sodium : 0.2 mg

Iron : 0.1 mg

Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Water, Litchi pulp, sugar, malic acid, stabilizer & Vitamin C Real Cranberry Nectar –

Suggested Usage of Cranberry Nectar - Can be used in making: Cocktails, Mocktails. Nutritional Facts per 100ml – Energy : 63.2 Kcal

Sodium : 39 mg

Protein : NMT 0.03 g

Potassium : 10 mg

Fat : Negligible

Calcium : 17 mg

Carbohydrates : NLT 16 g

Iron : 1.4 mg

Contains Permitted Natural Colour. No added Colour and Preservative. Ingredients: Water, Sugar, Cranberry juice concentrate, Deionised Apple & Blackcurrant juice concentrate, Citric acid and Vitamin C.

DEMAND AND SUPPLY ANALYSIS OF REAL FRUIT JUICE Real Fruit Juice has very wide market spread over all over India and has strong presence internationally. Interestingly majority of customers doesn't fully understand the difference between fruit juices, nectar and fruit drink. The deciding factors behind their purchase decision is Product quality, Price and Promotion. Dabur which aspires a high growth in FMCG and foods business cannot ignore this mass market. Dabur's Real brand which has a variant named Real Activ is positioned on the Health platform. Recently Real is running a campaign “Tastes Like a Real Fruit". Thus to analyze the demand and supply of our product we required primary data and so we conducted a survey. Here we have interviewed Retailers and Customers by forming questionnaires. For this we have taken a sample size of 50, consisting of 15 retailers and 35 customers. The areas covered by us are Mulund, Dombivli, and Belapur.

SURVEY REPORT: Our survey report is divided into retailers and customers. The survey has been conducted keeping in mind the factors affecting the demand and supply of Real fruit juice. The factors taken into consideration are price, flavours available, frequently demanded flavours, area wise sales, etc. Customers survey consists of taste preferences, affordability, likes and dislikes etc  RETAILERS: We have interviewed 15 retailers and are located in different areas i.e. Mulund, Belapur and Dombivli. The retailers are as follows: 1. Big Bazar – Food Bazar 2. More 3. Foodland fresh 4. Spinach 5. Subhiksha 6. Patel Low Price 7. Reliance Fresh 8. Sundaram Market 9. Ramkrishna Bazar

10. Apna Bazar 11. D Mart 12. Daily Needs 13. Neelkanth 14. Belapur Sahakari sangh 15. Shriji Dry Fruits  PRICE: The maximum retail price of real fruit juice is Rs. 75 for 1 Litre pack and Rs. 15 for 200 ml pack. Although there are discounts available at different stores as per their schemes and thus the price varies from store to store. The prices range between Rs70 – 75 for 1 Litre pack. There are as such no discounts available on 200 ml packs. Also there are many combo offers available at various retail outlets for e.g. Big Bazar, where they have offered a combination packs of Real Fruit Juices and Goodday biscuits. Following is the price list of our product available at different outlets. Store’s Name Food Land More Spinach Low Patel Shop

Price (Rs.) 74 74.5 75 72.75

Subhiksha

73

Ramkrishna Shop

75

Sundaram mkt

75

Big bazaar

74

Belapur Sahakari Sangh

75

Shriji Dry Fruits

75

Reliance Fresh

75

D-Mart

75

Daily needs

72

Neelkanth

75

Apna Bazar

75

 FLAVOURS DEMANDED: Real fruit juice has 12 different flavours and is stored at almost all retail outlets. The flavours are frequently demanded are different at different stores. Out of the flavours the most demanded ones are:

As per our survey most demanded flavours are mango, orange, mix fruit and litchi. These flavours approximately form around 60% of the demand. Whereas other flavours constitute around 40% of the demand.

 COMPETITORS: Competitors of Real Fruit Juices are as follows: 1. Tropicanna 2. On Juice 3. Xs 4. Priyagold 5. Guruji 6. Haldirams 7. Fresh Juices and others Among all are major competitors Tropicanna tops the list. And especially for Mango flavour, there are 2 major competitors Frooti and Maaza.

MARKETSHARE

18

REAL TROPICANA 25

57

OTHERS

As per the survey conducted Dabur real has nearly 57% of market share whereas Tropicana follows with 25% of market share. Also Tropicana which is the next big competitors has one and a half times less sales as compared to Real. Other brands form around 18% of the market share.



SALES:

The average monthly sale is approximately 50 packs per month. Whereas sales differ from place to place. In some places the sales are more than 50 packs per month. The sale at different outlets differ according to the schemes provided by them

NAME OF THE PLACE

SALES(APPROX)

MULUND

PER MONTH 800

BELAPUR

750

DOMBIVLI

445

As we can see that maximum sale per month is at Mulund followed by Belapur and then Dombivli. Sale of any product depends upon the purchasing power, standard of living, taste and preferences of the people residing in the area of sales. These are the sales only of 3 cities whereas the annual

SUPPLY: Real Fruit Juice being a perishable product has to have a proper supply chain management. The retailers have a regular supply of the product from the nearby distributor. Dabur has also taken initiatives to maintain a systematic supply chain. Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease. Dabur Foods through its sister concern has set up the state-of-the art facility in Birganj, Nepal in 1,00,000 Sq ft of area. Dabur Food produces around 50 million litres of juice annually. The plant’s manufacturing system meets the stringent requirements of the Codex Alimentarius Commission Guidelines, The recommended International Code of Practices and the General

Principles of Food Hygiene.It was the commissioning of the Siliguri multi fruit processing facility, the largest in West Bengal, the fruit-growing bowl in India. Spread over 11 acres and geared to process 150 tonnes of fruit per day, it has the capacity of 192 metric tones of pulp/concentrate (estimated). Annually the plant procures fruit worth Rs. 6 Crores from states like West Bengal, North-east, Bihar, Uttar Pradesh, Maharashtra, and Andhra Pradesh. It has the highest capacity utilization by processing Pineapple, Litchi, Guava, Mango and Grape round the year. The plant even serves as an R&D center for difficult to process fruits like Watermelon and Pomegranate. This state-of-the-art plant also minimizes the wastage and renders high yield. Dabur has undertaken e-procurement in a big way. Dabur India procured Rs.210 crore of raw materials through e-sourcing — or almost 50 per cent of total raw material expenditure — and, in the process, considerably controlled raw material costs which were on a rise. For better production and operation management, Dabur included automation, debottlenecking, Kaizen and wastage control. It set up production units in locations providing tax holidays to reduce cost and improve efficiency.

CUSTOMERS: As we know that customer is the king of the market and decides the fate of any product so we have interviewed 35 customers. Purchasing power, standard of living and price are the factors that influence a buying decision and therefore we have analyzed them on parameters like taste and preferences, affordability, likes and dislikes etc. PREFERENCES: Preferences of people change from time to time; it depends upon the taste and standard of living that affects preferences. The following chart will give a fair idea about the preferences of people from Mulund, Dombivli and Belapur.

NO OF CUSTOMERS

25 20

20 REAL

15 10

TROPICANA 78

FRESH/OTHER JUICES

5 0 FRUIT JUICES

As we can see from the chart that out of 35 customers 20 prefer Real whereas 7 prefer Tropicana and 8 prefer Fresh or Some other juices. These 20 customers prefer Real because it has no added preservatives and tastes good. Apart from Tropicana, fresh juices are also preferred as they are natural.

AFFORDABILITY: Price of the product plays a vital role in buying decision. As our product targets urban and semi-urban areas, the product is priced accordingly. Following chart will help us understand the affordability of our product:

AFFORDABILITY

NO OF CUSTOMERS

12 10 8 6 4 2 0

AFFORDABLE BIT EXPENSIVE EXPENSIVE

Here we can see that only 5 out of 20 people find Real affordable while 4 find it bit expensive while 11 find it expensive. Thus this affects the frequency to buy the product. The customers prefer buying Real from retail outlets which provides discounts or any offers. To cope up with the price factor Real also introduced small packs of 200ml at Rs. 15.

LIKES AND DISLIKES: Likes and Dislikes are formed only after consuming the product. LIKES 1. Taste :

Real is available in 12 different flavours and are made out of fresh fruits. There are no added preservatives. Also reserved in tetrapacks which protects the taste and freshness of the drink. 2. Healthy and Natural : Almost all the flavours of Real contain sufficient amount of Vitamin A, B1, B2, C, Calcium, Iron, Protiens, etc. Hence in comparison to many other brands available in the market, Real is more nutritious and healthier. They take special measures while preparing the juices like, using gloves and avoiding direct of the juice with any outside particle thus making it more hygienic to consume. 3. Fresh : Since the Real juices are tetrapacked they are more frsh and long lasting. Also they are bacteria free . 4. Flavours available : There are 12 different flavours available in Real. They are Orange, Mango, Pineapple, Grape, Tomato, Guava, Litchi, Cranberry and mix fruit. DISLIKES 1. Price : Many people find it to be more expensive as compared to other local brands as well fresh juices. Should be made available between price range of Rs. 15 and Rs. 75. Many people also feel that the price can be ranged in such a manner so as to make it more reasonable.

PAST AND PRESENT PAST: Dabur had a turnover 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. The company's growth rate rose from 10% to 40%. The expected growth rate for two years was two-fold. Dabur operates in more than 5 countries and distributes its products worldwide. Capitalizing the fact, of India being the 2nd largest producer in fruits and vegetables, Dabur Foods made an entry into the world processed food market. Bagging its success in branding its flagship brand ‘Real’ in the country, Dabur Foods successfully marketed Real Indian fruit variants like Mango, Pineapple and Guava by launching in Wool worth stores in Australia, and crowned its foothold with a presence in 450 outlets. The company is now extending its presence Dabur as

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Mango,

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Guava is

now

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exporting

and

pulps

Pineapple

focusing

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South-East and

Asian

concentrates

to

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expansion

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in

countries

exotic

fruits

and

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European

Indian

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varieties such as Litchi, Pomegranate, Watermelon and Pink Guava.

PRESENT: 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 flavour and nutritive value of cranberries, rich in vitamins, minerals and antioxidants, which make it a healthy beverage. Dabur Foods' flagship brand, Real offers the largest range of fruit juices, which are an assortment of traditional Indian and international

flavours - orange, mango, tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry. Real Fruit Juice is a packaged, 100 per cent preservative-free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and attractive pack. Dabur Foods is the only juice company in India and among the top 5 companies in the world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap for packaging. Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HAC and GMP standards. The brand has also won the award for 'Highest sales growth achieved by a brand' in the non-dairy category. Dabur Foods also launched preservative-free fruit juice a sub-brand Real Junior in 2004, targeted at kids below six years - creating an age-specific market segmentation. This is claimed to be a first of its kind segmentation in the Indian fruit juice market in keeping with Dabur's marketing strategy of segmenting the market with customised fruit juices. Real Junior has two flavours - mango and apple, enriched with calcium, in 125 ml packs for children below six years. The vibrant packs with animated fruit characters are intended to appeal to children by highlighting the taste and nutrition of Real Junior. Dabur Foods has a portfolio of nine variants under the Real brand, which offers the largest range of fruit juices - an assortment of traditional Indian and international flavours orange, mango, tomato, Currently Dabur Real contributes Rs. 175 crore to the kitty of Dabur Foods which has an over all turnover of Rs.225 crore. The company operates two food-packaging facilities. They are at: PLACE Nepal Jaipur

CONTRIBUTION 80% 20%

The company runs it’s food processing factory at Siliguri. Real brand has been growing over 30 per cent on year-on-year basis. Real, which contributes nearly 70 per cent of the company's turnover, is expected to rake in Rs 350 crore as revenues by 2009-10.

DEMAND FORECASTING: The company is planning to foray in to ready-to-eat cut fruits and jams. Dabur India aims to achieve a sales turnover of Rs.500 crore by 2010 from it’s flagship juice brand real. Its focus is to achieve a CAGR OF 25% OVER THE NEXT 3 YEARS. For this company is going to invest a total of Rs 100 crore over the next 3 years to expand and upgrade capacities at their manufacturing facilities.

Out of the total amount around Rs.30 crore will be spend on brand building since the company major focus on their three power brand: ⇒ Real ⇒ Active ⇒ Coolers Real, a Dabur brand, is striving to differentiate itself from the many fruit drinks that are crowding the market. Fruit drink, fruit nectar and fruit juice – Dabur wants to clear the confusion, and has come up with 360 degree campaign to do just that. The new tagline for the campaign is, ‘REAL MEIN HAI SADHARAN FRUIT DRINK SE UP TO 8 TIMES MORE FRUIT After conducting a survey and studying the demand and supply of Real Fruit Juice, we have come to a conclusion that the four year plan will surely be a success. With the 30 crores future investment for brand building we can expect that the visibility of the product as well as the brand will grow natio