evaluation of logo, branding strategies, brand positioning, ansoff's matrix, brand communication, brand competitors.

1. Priyansh Akash Pritam Pranay Achyut

2. DABUR FOUNDER

3. Leadership Attributes
Risk taker Patience
Optimism Passionate
Humble

4. History of Real Juice
• Started in year 1997.
• With an aim to achieve sale of
Rs.500 crore.
• Invested 100 crore over three years.
• Manufacturing lines in different
states.
• Packing and design makeover.

6. Evolution of company Logo
• A symbol of nature
• a provider of shelter, food and protection
• stability and represent growth

7. Branding strategy
• What is branding strategy ?
Line extension
Advantage
Easy to
implement
Retailer
relationships
Low cost of
production
Disadvantage
Line extension
Encourage
variety seeking
Strained
relations

8. Brand Positioning
• What is Brand positioning ?
Branding
positioning
Youth
Existing
age group
School
children
Health
conscious
people

9. • Ansoff’s matrix suggests that a business growth strategy
depends on whether it markets new or existing products in new
or existing markets.
• The output from the matrix is series of 4 suggested growth
strategies which set to the direction for the business strategy.
Ansoff’s Matrix
Market
penetration
Market
Development
Product
Development
Diversification

10. • Maintain or increase the market share of current products
• Secure dominance of growth markets
• Restructure a mature market by driving out competitors
• Increase usage by existing customers
Market penetration

11. Market development
Approach of market development
• New geographical markets; e.g. exporting
• New products dimensions or
packaging(e.g.sizes, flavors, features)
• New distribution channels(e.g. using E-
commerce and mail order)
• Different pricing policies to attract
different customers

12. • A strategy that often plays to the strengths of an
established business
• Strong emphasis on effective market research
(insight into customer needs and successful
innovation)
• A great way of exploiting the exploiting the
existing customer base
• Being first to market is important
Product development

13. ADVERTISING
SALES
PROMOTION
INTERACTIVE
MARKETING
PUBLIC
RELATION
INTEGRATED
MARKETING
COMMUNICATION
Brand communication

14. PUBLIC RELATIONSHIP
NON-PROFIT ORGANIZATION
HAND MATERIAL
SPECIAL EVENTS
INTERACTING MARKETING

15. MARKET SHARE 50%
AWARENESS 26%
INDIA’S FIRST
PACKAGED FRUIT
PLUS VEGETABLE JUICE
MARKET SHARE 25%
AWARENESS 17%
EXTRACT ORANGE
JUICE FROM BRAZIL
Brand competitor

16. SUGGESTION
Suggestions from Company point of view
• Major shares of Dabur comes from
Real, they should concentrate on
increasing market share of their other
products
Suggestion from customer point of view:
• Rates should be lowered because “eye
level is buy level”.
• Show how juices are manufactured in
factory and what are hygiene levels

17. DID YOU KNOW?
• India’s no.1 fresh Fruit
Juice brand.
• Real awarded the
Reader’s Digest Trusted
Brand Gold Award 2009
in the food & beverages
category.
• Voted by consumers as
the most trusted fruit
juice brand for four years
in a row.