Dabur Foods Ltd. has a new strategy up its sleeve; it''''s trying to target kids with its Real Fruit Juices. "So what''''s new?" you''''ll say. It was always being targeted at kids! While the positioning for Real is unchanged and the target audience is also the same i.e. kids, Dabur seems to have seen an untapped opportunity in the market. The erstwhile-untapped kids school lunchbox segment, which has always seen kids and moms grumping, could now prove to be a turning point in Dabur''''s sales curve
Unraveling the strategy, says Amit Burman, CEO, Dabur Foods Ltd, "A research conducted by us gave us two important findings. One, that Real Fruit Juices were seen as equivalent to Fruit, and two, that kids loved the flavor of Real Fruit Juices. So we shrunk the size of Real Fruit Juice tetra pack to 200ml and made them available in a packaging that included 6, 200ml packs. Since Real is seen as an equivalent to fruit, we targeted it to mothers who want to pack a healthy snack for their school going kids and made Real available in packs of 6- one for each school day. So the new strategy used the research findings to targets both school going kids and their moms, giving them dual benefits of health and flavor."
Explaining the campaign rationale, Nikhil Rungta, Account Director, Dhar and Hoon, the agency handling Dabur Real, says, "The client came to us with an image problem, vis-à-vis Tropicana. When researched, we concluded that unlike Tropicana, Real is more sweet and hence gels better with the Indian palate. Also it is seen as equivalent to fruit. To establish this fact, the latest TVCs, show a kid looking through a microscope at a bowl of fruit and sees Real Fruit Juice instead. He puts his hand through the microscope and pulls out the Real Fruit drink. This emphasizes the equivalency of Real with fruit."
The extension of packaging as well usage for Real has soared the sales turnover expectations of Dabur. And while the new strategy seems promising, according to Dhar and Hoon, the communications has been getting a good response too. So, although till now everything seems fall in place for Real, with many launches in the non carbonated beverages category, one will have to wait a little while for the final scorecard.