Strength 1) Strong Dabur brand name:

Leading consumer goods company in India with a turnover of Rs. 2834.11 Crore (FY09).Products marketed in over 60 countries 3 major strategic business units (SBU) - Consumer Care Division (CCD), Consumer Health Division (CHD) and International Business Division (IBD) Consumer Care Division (CCD) adresses consumer needs across the entire FMCG spectrum through four distinct business portfolios of Personal Care, Health Care, Home Care & Foods

Master brands: Dabur - Ayurvedic healthcare products Vatika - Premium hair care Hajmola - Tasty digestives Ral - Fruit juices & beverages Fem - Fairness bleaches & skin care products 9 Billion-Rupee brands: Dabur Amla, Dabur Chyawanprash, Vatika, Ral, Dabur Red Toothpaste, Dabur Lal Dant Manjan, Babool, Hajmola and Dabur Honey http://www.dabur.com/About%20Dabur-Dabur%20At-a-Glance

2) Excellent branding and advertising

14 Variants Made from best quality fruits, Ral 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, Ral fruit juices have all the necessary nutrients that keep you active all day long. from the exotic Indian Mango, Mausambi, Guava & Litchi to international favourites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large range helps cater different needs and occasions and has helped Ral maintain its dominant market share. Nutritious Lunch for kids- The juices come in convenient Tetra Pak packaging ,Dabur Foods is also the only juice company in India and among the top five companies in the world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap for packaging. (known colloquially as "squeeze boxes") designed to fit into a tiffin box (lunch box).

 The flagship brand of Dabur Foods Ltd., Real Fruit Juice is India's leading packaged, 100 per cent preservative-free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and attractive pack. Real Cranberry Nectar, available in 1-litre packs for Rs. 75, offers the flavour and nutritive value cranberry, rich in vitamins, minerals and antioxidants, which makes it a healthy beverage. Through advertising and promotionsparticularly the tagline "tastes like eating a fruit"Real tries to address Indian consumers' concerns regarding packaged food. One ad shows a child sipping a pack of Real juice while he stares at a mirror; his double drinks from an actual orange. Below-the-line activities attracting a young audience include in-school promotions and joint promotions with Disney Channel Real Junior juices are intended for children under six. The juices come in a smaller size (125 ml; the school packs are 200 ml), are enriched with calcium, and promise low acidity. . http://www.dabur.com/Products-Foods-About%20Real1 http://www.domainb.com/companies/companies_d/dabur/20040515_real_junior.html

3.Excellent distribution and availability

In order to boost the Real brand at pubs and bars, Dabur has organized "mixology" workshops across the country. These workshops use Real fruit juice as the essential ingredient to make cocktails and nonalcoholic "mocktails." Realizing that distribution plays a significant role in building awareness for the brand, Dabur tries to ensure that the brand is widely available through retail networks in India while expanding its reach in the food-service industry by securing placement in hospitals, airlines, railways, hotels, and restaurants. According to Beverages for Health and Wellness in the Indian Market, a report by Ivan Fernandez of market consultants Frost and Sullivan, the growing trend of on-the-go consumption presents beverage suppliers with new distribution opportunities like workplaces, gyms, and colleges Six modern manufacturing facilities spread across South Asia, Middle East and Africa to optimise production by utilising local resources and the most modern technology available

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