product performance and buyer(1) dabur real burrst fizz
TRANSCRIPT
Product Performance and Buyer’s
Behavior towards Dabur’s Real
Burrst Fizz
9 / 2 6 / 2 0 1 1
GROUP-7
ARIJIT GUHA
ABHISHEK KUMAR
BHARAT.K
KIRAN SENAPATI GUPTA
SHAIVYA GUPTA
Page | 1
Executive Summary
This report deals with the Dabur s Real Burrst Fizz entry into the carbonated fruit-based drinks
market which is already a well-populated and dense market with a market of about T 200 Cr. at
present with products like Parle Argo’s Appy Fizz, Pepsi's Nimbooz and Coca-Cola's Minute
Maid Nimbu Fresh having a strong presence. After Burrst Fizz, Dabur doesn't want to get into
any more new segment and want to focus on the existing products, so following a market
follower strategy, the Dabur which is enjoying the major market share of 54% share in the T750
Cr. packaged fruit juice market has brought into the market their Dabur s Real Burrst Fizz.
Being the pioneers in bringing the concept of packaged fruit juices in India and also being the
first to introduce 100% fruit juices and fruit-vegetable juices, after the successful launch of
India's first fiber-enriched beverage Real Activ Fiber+ last summer(2011), Dabur is now
enhancing their fruit beverage offering with the launch of Burrst Fizz, a refreshing fruit drink.
With this, Dabur aims to further expand the fruit-based beverages category and give their
consumers more choices and a healthier thirst quencher.
The product was already launched in South India; the company is planning to launch it in North
India also where already a soft-launch was made to estimate the viability of a product or to fine
tune a product before implementing it for a larger market on total effort.
Introduction
Dabur India Limited has marked its presence with significant achievements and today commands
a market leadership status. Our story of success is based on dedication to nature, corporate and
process hygiene, dynamic leadership and commitment to our partners and stakeholders. The
results of our policies and initiatives speak for themselves.
Réal has been the preferred choice of consumers when it comes to packaged fruit juices, which is
what makes India's No. 1 Fruit Juice brand. A validation of this success is that Réal has been
awarded ‘India’s Most Trusted Brand’ status for four years in a row.
Today, Réal has a range of 14 exciting variants - from the exotic Indian Mango, Mausambi,
Guava & Litchi to international favorites 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 Réal maintain its dominant market
share.
Page | 2
A research conducted by Blackstone Market Facts even pointed out that Réal was preferred by
over 50% of the respondents. What’s more, Réal was liked for being the better tasting juice - a
category where likeability is primarily driven by taste.
Made from best quality fruits, Réal does not have artificial flavors 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, Réal fruit juices have all the necessary nutrients that
keep you active all day long
The nutritional contents of Réal Fruit Juices & Nectars are endorsed by PFNDAI -- Protein
Foods & Nutrition development Association of India.
Protein Foods Association has been in existence for about forty years. It has gained credibility in
health and food professionals such as physicians, nutritionists, dieticians, food scientists and
technologists, etc. as an unbiased body, almost of the stature of an NGO. Even government
officials have high regards for the association. So when the association lends its logo to any
product, the product is accepted by them to deliver the nutritional contents as claimed by the
manufacturer
Accolades for Réal
India's No.1Fruit Juice brand
Voted as a Super brand
Voted by consumers as the most trusted fruit juice brand for four years in a row
Réal awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food and
beverages category
Title:
“Product Performance and Buyer’s Behavior towards Dabur s Real Burst Fizz”
Problem statement:
FMCG Company Dabur has introduced its Burrst Fizz brand to tap the potential in Juice
Segment. Dabur has launched the Dabur Burst fizz drink in South India and has planned to
introduce it in North India by next summer in 2012. Availability, likability and visibility of the
drink are the factors, which are indirectly responsible for its performance. Burst fizz product
performance in South India is most important factor to know the demand of the product and
consumer choice towards fizz based fruit drink
Page | 3
Sample Size:
The target segment is health conscious people including mothers, elders and young women. But
Burst fizz drink is mainly focusing on health conscious youth because of carbonated fruit based
fizz. The sample size is 20 including 3 families(6 people), 12 youth and 2 old people.
Research Design:
The research is going to be an exploratory research where the consumers will be interviewed.
Projective techniques like personal interview technique was utilized to get a better understanding
of Indian customers towards the fizz based Burrst drink of Dabur. To understand the consumer
psyche, Observation method is also applied for research.
Expected outcome:
The study is focused on understanding what the consumers expect from fruit based juices, what
perception they have towards Real Burst fizz, and what are the areas that Dabur has to work to
meet the demands of Indian consumer and to increase the likeability of Burst fizz.
SAMPLE SELECTION:
Segmentation: On the basis of demographic factors like age and disposable income,
segmentation was done, the age segment under consideration is 20-30 years and their average
expenditure for the month is above T10,000.
Targeting: The target segment is health conscious people including mothers, elders and young
women. But Burst fizz drink is mainly focusing on health conscious youth of age 20 to 30 years
because of carbonated fruit based fizz.
Page | 4
METHODOLOGY:
One to One Interview
We conducted a one to one interview to study the purchase behavior of consumers when it comes
to buy Real Burst fizz fruit drink.
Page | 5
TOPICS DISCUSSED:
The parameters on which they were asked for their response are as follows:
Consumer Behavior Interview questionnaire:
Name:
Age :
Occupation:
1. Do they prefer packaged juices?
2. Which one do they prefer?
Tropicana
Real
Real Active (Dabur)
B+ Natural
Minute Maid Juices
Burrst Fizz
Active Fiber+ (Dabur Real)
Onjus
Appy Fizz
Maaza
Slice
Frooti
Kissan Juices
Del monte can Juices
3. What is the reason for their preference?
Taste, Healthy, No added sugar, No preservatives, Other
Reason:
Page | 6
4. What are factors on the basis on which they prefer buying the fruit juices?
o Family
o Children preference
o Packaging
o Company
o Advertisement
o Schemes
o Other
5. Do they prefer fruit juices with fizz?
Yes ---------------> Which one do you prefer, Burrst Fizz / Appy Fizz? Reason?
No -----------> Reason?
6. Have they ever heard of Dabur Burrst Fizz?
Yes
No
7. Have they ever tasted this product (Burrst Fizz) ?
Yes
No
8. What are they take on Dabur products?
9. What are their expectations from a product like Fruit juice?
Page | 7
10. Quantity of product you prefer to purchase?
1 liter Pack
200 ml
500 ml
11. What type of packaging you prefer?
Tetra Pack
1 liter
200 ml
PET Bottle
OBSERVATIONS:
Attitude towards Juices:
For refreshment
Substitute of fresh juice
Juicing is an excellent way to absorb the maximum nutritional content of fruits and
vegetables
It gives a quick burst of energy.
Fruit juices are excessive in sugars, and even though the sugars are natural, people who
have been advised to restrict sugar consumption should use them with moderation.
Diabetes people preference is no added sugar juices
Consumer opinion towards Real active Fiber plus, it inhibits the absorption of nutrients
and Fiber is nearly universally accepted that a diet high in fiber results in reduced risk of
colon cancer, lower cholesterol, and other healthful benefits.
Women generally prefer because of nutrients ingredients
Page | 8
To know the consumption behavior of children, 200 ml tetra is generally buy by women
for their children
Packaging of active fiber plus was attracting most of the customers.
To hang out, get together with friends
Direct Competitors:
The fruit-based carbonated drink segment has a market size of Rs 200 crore at present with
products like Parle Agro's Appy
Price:
This juice market is not price sensitive. Consumer prefers to consume healthy drink.
Perception of consumer says that high price add more value and more nutrients to that brand.
Competitor prices and Real Burst prices:
Product (Tetra Pack or PET) Rate Quantity
Saint Tetra pack 95 1 Liter
Mainute maid Tetra pack 85 1 Liter
Tropicana Tetra pack 85 1 Liter
Onjus Tetra pack 100 1 lieter
Real Active fiber plus Tetra pack 90 1 liter
Real Active Tetra pack
Real Burrst Tetra pack 65 1 Liter
Real burst fizz Tetra pack 12 200 ml
Real Burst PET bottle 28 500 ml
Page | 9
Not buying just juice,
Not much evaluation, just purchase
No price sensitivity
Average price one is willing to pay for a liter of tetra pack – T 60-100
The amount differs for a student and a Professional
Product:
The new sparkling beverage range is available in 2 flavors: fizz and Lemon fizz. It is made from
real fruit juice, the new Burrst Fizz range will be available in two SKUs – 500 ml PET bottles
(priced at T 28) and 200 ml tetra pack of T12.
Place:
Burrst Fizz was not available in the super market like More, food world and reliance
Mart.
Distribution was only in Hyper market.
No proper distribution.
No visibility encouraged unawareness among consumer
Only one rack was occupied by Burrst Fizz.
Promotion:
Direct marketing: Sample test marketing is done by sales manager for Burrst Fizz. Sales
person was distributing the free samples in hyper market. It has been observed that the sales
person didn’t have the sufficient knowledge about the product and she was not proper trained to
sell the product.
No proper visibility
No POP and POS promotions
No advertisements
Page | 10
REAL BURST
Réal has always been at the forefront of innovation. The concept of packaged fruit juices in
India and were also the first to introduce 100% fruit juices and fruit-vegetable juices.
Packaged fruit juice maker Dabur India Ltd has announced its entry into the carbonated drinks
market with the launch of Burrst Fizz, a range of carbonated fruit-based drinks.
The new sparkling
beverage range is available in two variants – Lemon Fizz & Apple Fizz.
Outcome from the focus group discussion
· A ‘focus group’ discussion was conducted at Alliance University. A sample size of 16
students was considered to represent the youth target segment aimed by Dabur. It was divided
into two groups of eight members each and each group was moderated by two
representatives. A series of questions were asked/imposed upon the candidates about their likes
and dislikes for fruit juices and carbonated burst drinks. The two groups were divided on the
basis of certain parameters like health consciousness, standard of living. All the 16 candidates
were citizens of north India and subconsciously followed the purchase patterns of North India.
· It was observed that nine of the candidates were health conscious and preferred having
healthy fruit juices. However they wanted ‘something new ‘without any compromises on health
aspects. When they were introduced to Dabur Burst fizz, three out of eight candidates liked the
taste of the drink (Dabur burst fizz- lemon and apple flavor) and would like to purchase it. The
other five candidates did not like lemon flavor with fizz element in the drink. Group B were not
health conscious but yet were willing to try new variety of products. Observations showed that
six out of eight did not like fizz fruit flavor drinks. Moreover the packaging did not appeal to
the candidates.
Page | 11
Interesting Findings:
Direct Promotion at hyper Market
Page | 12
Page | 13
Competitors Behavior:
RECOMMENDATIONS:
The recommendations from the study can be put into what are the perceptions towards the same
and what are the expectations of Indian consumers in terms of the 4 P’s of market strategy from a
company like Dabur with their products
Page | 14
PRODUCT:
The major findings that came out from the focus group research conducted by us was that
even though people like to have a juices, the product fizz is secondary
There was a section of people who emphasized more on the product as a fizz. For them
fizz/soda is a refreshing drink, but again, their decision for fizz is not with the fruit juices
but the alternative options like cool drinks take their position
The flavor is has a good significance here. The consumers do not go for just carbonated
drinks, but other beverages which are non-fizz items like the packaged fruit juices five a
good indirect competition.
Dabur has got a great brand image that comes with it and its track record of being a
healthy and tasty beverage and food provider with its ‘Real’ products.
PRICE:
The price the consumer is paying for is good value for money and the products are priced
competitively but in order to grab the market in a new segment with a new product, the
prices can be lowered which prompts the buyer to go for the products and test them
Making the price a round figure like T10 for the 200ml pack instead of T12 would impact
the consumers on the psychological pricing aspect.
PLACE:
Place plays a very important role in the food and beverage industry, packaged juice companies
are competing for the growth of the company, for which place plays a very important role.
Theme-based outlets, Dabur can come up with this innovative idea of promoting their
brand based on a theme, this would help them in differentiating them from the other
competitors and position them as an exclusive cool joint. This differentiation can also
make the consumer walk extra miles to come to that joint.
Should be available in all the competitive retail stores.
Should be merchandised in the eye level, so that it might catch the attention of the
unaware customers.
Should contact some of the business organizations and put their vending.
Should improve the distribution networks which make the product easily available to the
customers.
The dealers can be provided with refrigerators so that this could be a very good
promotional medium and will be an opportunity to have the drink chilled.
Page | 15
PROMOTION
Should provide some incentives for the largest seller of the product and should take
initiatives to educate the on floor employees of the retail stores.
Promotions in the business places like Infosys campus, some premium malls and in
famous market places.
Promote Dubur , rather than BURST FIZZ which might make the customer more
interested about the product due to companies reputation.
Should promote online in the social network sites.
Promotion should be more based on the health issues.
Promotion about the competitive pricing (i.e. comparing price with other competitors)
Conclusion:
Dabur Real Burst Fizz has been established in Southern India but yet it has not been able to
establish the brand in the market prominently. Dabur faces intense competition from two strong
competitors. Many of the customers are yet unaware of the carbonated burst fizz drink that
Dabur is providing. Moreover, before venturing to Northern India, it should create a strong hold
upon the southern Indian market. Observations have shown that the citizens of the Northern
India did not like element of fizz in their drinks and preferred the traditional fruit juices. We
recommend Dabur not to venture into the northern market / zone just yet as the company could
face major losses.