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    Brand Audit

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    AVINASH TOPNO
    1) Dabur Real Fruit Juice is India's number 1 juice brand established in 1996 as a subsidiary of Dabur Foods. 2) It has a range of 14 fruit juice variants and is considered the best alternative to Tropicana, with a focus on health and nutrition. 3) Marketing programs have included brand ambassadors like Sonali Bendre, campaigns promoting health and fitness, and initiatives to connect with consumers.

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    Brand Audit

    Uploaded by

    AVINASH TOPNO
    277 views17 pages
    1) Dabur Real Fruit Juice is India's number 1 juice brand established in 1996 as a subsidiary of Dabur Foods. 2) It has a range of 14 fruit juice variants and is considered the best alternative to Tropicana, with a focus on health and nutrition. 3) Marketing programs have included brand ambassadors like Sonali Bendre, campaigns promoting health and fitness, and initiatives to connect with consumers.

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    1) Dabur Real Fruit Juice is India's number 1 juice brand established in 1996 as a subsidiary of Dabur Foods. 2) It has a range of 14 fruit juice variants and is considered the best alternative to Tropicana, with a focus on health and nutrition. 3) Marketing programs have included brand ambassadors like Sonali Bendre, campaigns promoting health and fitness, and initiatives to connect with consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    277 views17 pages

    Brand Audit

    Uploaded by

    AVINASH TOPNO
    1) Dabur Real Fruit Juice is India's number 1 juice brand established in 1996 as a subsidiary of Dabur Foods. 2) It has a range of 14 fruit juice variants and is considered the best alternative to Tropicana, with a focus on health and nutrition. 3) Marketing programs have included brand ambassadors like Sonali Bendre, campaigns promoting health and fitness, and initiatives to connect with consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 17

    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, • THE RÉAL PHILOSOPHY
    Dabur Real Dabur Real Juice is • We believe that fruits
    the product of Dabur Foods
    Fruit Juice which is a subsidiary of
    can be fun, colourful,
    juicy, delicious and
    Dabur India. exciting. Our ongoing
    • Réal Fruit Power has a range endavour is to bring
    of 14 exciting variants in the the goodness of fruits
    fruit juices category. and health to your
    home, without
    • Dabur Real is considered as compromising on the
    No. 1 juice brand in India. HAPPY.
    • It have been awarded • With Réal, be assured
    ‘India’s Most Trusted Brand’ that HEALTHY IS
    for six consecutive years, in HAPPY.
    the juices category.
    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

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