Dabur Foods Ltd, is getting aggressive on its natural fruit drink brand Real. The company is adopting a two-pronged strategy to push its two brands—Dabur Real and Real Activ.
The flagship brand Real will be supported by a multi-media campaign, targeted at kids and mothers, Real Activ, an unsweetened variant will be pushed with ground-level activities aimed at adults.
Starting with a new television commercial to be aired soon, the promotion binge for the brand Real will be augmented with activities involving school kids. Dabur Foods plans to work closely with schools in major metros.
For brand Real Activ, Dabur will focus on select major markets like Delhi and will identify areas where it can leverage the brand on the health platform. To start with, the company is organising a health race in Delhi in collaboration with Ms Sunita Godara, a well-known marathon runner of India. The Health Run that coincides with World Health Day on April 7, 2002, will see participation of around 5,000 across different age groups.
The company spends about 18-20 per cent of the Real brand turnover on advertising. The Rs 100-crore packaged fruit juice market is estimated to be growing at 25-30 per cent annually.
Source: Financial Express