STUDY ON CONSUMER PREFERENCES FOR JUICES IN DELHI MARKET

Abstract

In India “Dabur India Limited is the fourth largest Company as a provider of Health Care, Personal Care and food products. Its turnover is of approximately $1.2 billion during the fiscal year 2017-2018, with brands like Dabur Amla, Dabur Chyawanprash, Vatika , Hajmola & Real” “Dabur Foods is a wholly owned subsidiary company of Dabur India” and is predicted to raise at 25% annually. This company has 3 separate brands under packaged fruit juice category- ‘Real’, ‘Active’ and ‘Cooler’. I’ve researched on the largest brand in natural fruit juice segment that is Real Juices. This Brand enjoys first mover benefit in the category of Indian fresh fruit juice market and highly recognized brand name of “Dabur”. The most unique factor of having a variety of flavors is its “Food Sensitive” warehouse management training program, its unique “cold fill packaging technology” and extensive market distribution network has improved the market share over these years. There are areas where Dabur must focus to improve its sales and capture more market. Advertising campaign which was unsuccessful and failed to attract youth segment, another flaw was absence of PET bottles and Tin cans which is contemporary and has the fashion quotient, Brand ambassador face for this product was missing and comparatively high pricing to the competitions of other fruit drinks like Mazza, are few key areas where company should improve. “Real juice” has selected the categories of a) Families as a whole and b) kids with its “Real Junior” product. Primarily real buyer of the juices in most of the cases are mothers of the family. Key factor which contributes to the sales are “Health consciousness behaviors and the Taste of the Drink. This Juice “Real” has been the most favored choice of Indian Consumers when it derives to the packaged fruit juices, “which is what makes India’s No. 1 Fruit Juice brand” and India’s Most Trusted Brand” for successively four years in a row now.

Currently Real Juice segment has a wide variety i.e. 14 variants- from “Mango, Mausambi, Guava & litchi to international favourites like Pomogranate, Tomato, Cranberry, Peach, Blackcurrent& Grappe and the basic Orange, Pineapple, Apple & Mixed Fruit”. Given this range of juices help cater different needs and occasions for the Indian Family and helped Brand of “Real Juices” maintain its dominance in leading the market share of Packaged Juices. “A research conducted by Blackstone Market Facts even pointed out Real was preferred by over 50% of the respondents. What’s more, Real was liked for being the better tasting juice- a category where likeability is primarily driven by taste. Made from Best quality fruits, Real does not have artificial flavours and preservatives, and offer your kids not just great taste, but also FRUIT POWER- the power of fruits- the power to stay ahead. Loaded with the power of Vitamin C, Real fruit juices have all the necessary nutrients that keep you active all day long. The nutritional contents of Real Fruit Juices & Nectar are endorsed by PFNDAI- Protein Foods & Nutrition development Association of India”