Dabur in the hope of increasing its market share in the soft drink market has launched a new product REAL BURST in the fruit drink segment.
Before we move ahead lets understand the structure of fruit drink market. The fruit drinks are classified in to 3 classes based on the content of fruit pulp, these are:
More than 85% of fruit pulp - Fruit juice (Real, Pulpy orange from MINUTE etc.)
20-85% of fruit pulp - Nectar (Tropicana)
Below 20% of fuit pulp - Fruit drink (Frooti, Maza, etc. )
It is a well known fact that Dabur is a market leader when it comes to the fruit juice segment with the market share of 53%...of course thanks to REAL and REAL ACTIVE.
The real burst is available in 4 flavors of mixed fruit, mango, apple and orange. It is available in 1 lit and 200 ml packages. Where the drinks as that of coke, pepsi Parle products target the “out-of-home” consumption market Dabur product will try to generate its revenue from “in-home-consumption”.
Positioned as: Light refreshment and thirst quencher.
Differentiation: carton packaging instead of well known tetra packaging also the pricing of the 200 ml available package which is 15Rs/-.
But real burst still have a long way to go will the strategy of its packaging, positioning , pricing will help the Dabur to achieve the goal of capturing 5% market share in 2-5 months…let’s wait and watch how it going to perform in the coming time.
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Interesting; but don t you think that the launch has happened a little later in the day, considering we are almost at the phase out period of summer and entering the Chilly and much awaited monsoon season??
ReplyDeletehmmm...not exactly...actualy the real burst was launched on 25 May 2009....which is the time when the thermameters start rising in northern regions of india...so...i don think there was any delay in the launch of the products...but ofcourse the delay was there in my post... :)
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