Holistic Marketing

HOLISTIC MARKETING

The holistic marketing concept is based on the development, design and complementing of marketing program, processes and activities that recognizes the breadth and interdependencies. Holistic marketing recognizes that “everything matters” in marketing. Holistic marketing is very complex concept or integrated form of marketing in which we consider every aspect of marketing whether it is internal or external. Real Fruit Juice applies holistic marketing concept by making it easy where it communicates with its employees and customers at the same time.






Internal Marketing:

- It has a young and an enthusiastic team.


- Aggressive research went on before launching the Real Fruit Juice


- Innovation is given top priority and awarded accordingly


- Increase of stakeholders value and hence it adds up to the company's overhaul


- Work based on ethics and rich history of the company


External marketing:


- Regular advertisements on print and electronic media communicating their message


- Easy availability and strong presence across all stores


- Customer satisfaction is given top priority as Real Fruit Juice delivers its promise


- Real fruit Juice's healing effect adds up to the rich heredity and hence enhances customer relationship


- Real Fruit Juice is fresh without loss of its nutritional value and it is also well packed

Segmentation, Targeting and Positioning

SEGMENTATION

Demographic Segmentation:

In demographic segmentation, we divide the market into groups on the basis of variables such as age, gender, income, occupation etc; these demographic variables are so popular with marketers so that they are often associated with the consumer’s needs and wants. Segmentation variables are easily measurable. Here are the demographic variables have been used to segment markets. Real Fruit Juice has tried to segment its market on the basis of the set variables which help them to identify who their customers are and which group they belong to.

Age:

• Below 15 years – 30%
• 15 - 20 years - 10%
• 21 - 30 years – 25%
• 31 - 40 years - 15%
• Above 40 years - 20%

The companies target audience is the children, bachelors, youth and the professionals who hardly have much time to take care of their nutritional needs and look for a health drink on a daily basis.


Gender: They targeted both genders (mainly male because many males will not like to take extra care to look after their nutritional requirements often when they are single).

Income: Real Fruit Juice segmented people on the basis of their income level and they try to target different group with different schemes.

Income status

• Upper Class 50%
• Middle Class 45%
• Lower class 05%

Occupation: self employed (superior level peoples), students, non chronic patients, officers executives, junior officers, Executives etc.


Education:  professionals

Psycho graphic Segmentation:

It is the science using psychology to better understand the consumers, and they are trying to suit with local food, and they all ready created the brand name in consumers mind by advertisement and service a major health nutrition and immediate energizer. With the changing marketing trend s Real Fruit Juice is continuously trying to cope up with the trends and come up with new flavors and offers to attract more customers.
Psycho graphic segmentation buyers are divided on following ways:

• Lifestyle: Business class, outdoor oriented.
• Personality: ambitious, open to experience.
• Occasions: Regular, special.
• Benefits: Quality, service, on the go health drink
• User status: regular user
• Usage rate: medium
• Loyalty status: medium, Loyal
• Readiness stage: intending to buy
• Attitude toward product: enthusiastic

Geographic Segmentation:

Geographic segmentation is basically using the spatial location to segment the market. In geographic segmentation there are different schemes for covering different geographical distributions such as states, regions, cities. Markets are mainly divided into the rural and urban areas. The Juice has its feet firmly in the class A and class B cities and for that matter it is easily available also in the small towns. But the challenge has always been making it easily available for the rural market. Several steps are being taken in this direction.

TARGETING

In geographic segment they targeted countries and places where there was no outlets where it was available. In demographic segment their main target are the teenagers and college students (13 to 21 years), young adults ranging from (21 years to 35 years) or can also be called as working professional those who have an urgent need for a health drink on the go. In behavioral segmentation it was found that they were targeting the first time users and also their regular users. Real Fruit juice targets the entire age groups in more ways than one because the need for good immunity is a must for all in the modern day scenario.

STABILITY

Stability strategy involves the maintenance of status quo or, achieves growth in a methodical, but, slow manner. The main reasons for an organization, to adopt this strategy are when it wants to take low risk, choose stability and anticipate the changes, to recover in the business. Since Real Fruit Juice comes from the brand 'dabur', it already had a sense of stability and its performance in the market further added to its reputation.

DIFFERENTIATION

Differentiation is aimed at the broad market that involves the creation of a product or services that is perceived throughout its industry as unique. The company or business unit may then charge a premium for its product. It attempts to develop products that are unique in the industry. Uniqueness can be in the form of service or the ingredients that it is providing in packed form. This different strategy after aggressive research really worked in their favor.

MARKET LEADER

The market leader is dominant in its industry and has substantial market share. If you want to lead the market, you must be the industry leader in establishing an innovation-friendly organization, developing new business models and new products or services. You must be on the cutting edge of new technologies and innovative business processes, customer value proposition must offer a superior solution to a customers' problem, and your product must be well differentiated. Real Fruit Juice has clearly positioned and projected itself to be a market leader through its strategy to be best health drink which is an immediate energizer and an immunity enhancer on the go and it is well reflected in its market share of 55% in this category.

Associated Customer Value

The brand of packed fresh fruit juice is very unique because fruit juice is normally associated to be freshly squeezed and served whereas packed fresh juice seemingly is a new and exciting concept. It is well packed in a tetra pack and cannot be tampered and it is in a shape which is comfortable to handle.

 As much as being an energy drink it promises to cure of indigestion, weak immunity, obesity and constipation. And so far the results have most certainly been encouraging. It is a huge favorite among the kids because of its original taste and it is a great purchase (keeping the consumers i.e. the kids in this case) keeping its huge nutrition value in mind and its immunity enriching effects. Since it comes in numerous flavors, it leaves people with a lot of options to choose according to their taste buds. For many people it is more than just a drink.

Consumer Behaviour

Consumer behavior is basically a study to find out how an individual, group or an organization select, buy, use any product or services and what are the factors which influence their decision. As the recent phenomenon says that nowadays consumer is a king and for any organization who wants to survive in the market should know their customer and their preferences. Consumer’s behavior in today’s scenario keeps on changing just because of the availability of the large no. of choices. For the industry like Real Fruit Jucie it is necessary to understand its consumer’s behavior. It’s only then that they can attract them towards their product. There are various factors which influence consumer behavior in day to day life, which make them to decide whether to buy the particular product or not.

These factor Includes:

Market Stimuli – Product, service, price, distribution and communications

Other Stimuli – Economic, technological, political, cultural

Consumer Psychology – Motivation, perception, learning, memory

Consumer characteristics – Cultural, social and personal

 

Buying Process

Purchase Decision – Brand choice, product choice, dealer choice, purchase amount and purchase timing

For Real Fruit Juice some factors Influence the consumer behavior while some do not.

The purchase decision is mostly influenced because of the brand in case of the Real Fruit Juice. The brand "dabur" ropes in a huge sense of trust with it and so is the product - Real Fruit Juice.

The target group is not much affected because of the cultural and social characteristics since the need for a energizer and a nutritious health drink is universal in this case and any option which delivers the requirements stands sold out.

Oragnizational Buying behaviour

Organizational buying as the decision making process by which formal organization establish the need for purchased product and services and identify, evaluate and choose among alternative brands and suppliers. Organization generally buy in bulk or through the ways of tie-ups in which they get special offers from the supplier and suppliers also get extra benefit that its product going to be consumed anyways. In organization professional do the purchasing for them or set the tie-ups for future purpose. Organization which has various firms set at different geographical conditions in that case the tie-up is done from the main office and then that is followed throughout all the firms. Dabur has various business tie-ups with very large firm globally where they supply Real Fruit Juice and other edible products at reasonable costs, during seminars or conferences. They also have tie-ups with organization where they supply Real Fruit Juice on daily basis as an evening drink or during lunch time.

There are various participants in Organizations buying process that includes:


Initiator- Are those who request the top management something to be purchased.

Users- They are one’s who are going to use the product. In case of Real Fruit Juice, company employees are end users.

Deciders- These are people who decide from where to purchase the product. In Real Fruit Juice's case, decider also has a choice of purchasing from Tropicana or other packed fresh juice.

Approvers- After the decider decided from where to purchase or with whom to purchase. Approver approves it whether to accept the offer or not.

Gate keepers- These are the middleman or intermediaries which protect the supplier or any information from reaching to the buyer. In Real Fruit Juice's case there are no such intermediaries as it believes in its services and make tie-ups their own.

Sales Management

Sales management is the process of managing the sales force of any organization that still use the oldest form of direct marketing i.e. personal selling. Sales management team helps the organization to generate more revenue by direct selling of the product to the customer. Every organization has its own sale force which works day and night for the welfare of the company. Every organization which still believes in personal selling tries to maintain its sales force by training them well and making them well versed with the current scenario and company’s schemes and product.

Sales management can also be talked about with association with the supplier and distributor. Real Fruit Juice has one of the best distribution channels and also an equally efficient supply team. Keeping in mind other criteria of sales management, only a great distribution channel and an efficient supply chain cannot be regarded as the reasons of its success. There are several other attributes to it. They are:


1. Deliverer: A major part of the revenue generated by Real Fruit Juice is because of its online sales. Deliverer is the person whose major task is the delivery of the product to the customer. For this Dabur trains the employee with their communication, how they are going to represent Real Fruit Juices about the various routes of various cities so that they can reach easily.

2. Solution Vendor- It is the person whose expertise is solving a customer’s problem. Real Fruit Juice also has such panel of expertise that takes care of customer problems. Dabur trains employees by creating various artificial situations to check who is good in solving the problem or who gives better solutions.

3. Technician: A trained technician is given the responsibility that no tampering is done while it is being transferred and he/she also takes care of the objective that fresh, unhampered real juice is provided to the person when asked upon.

4. Demand creator- A salesperson who relies on creative methods for selling. Dabur trains employees who are good in communicating and have the ability to think out of box and give new ideas timely to the manager to implement for in-store sale.

PROCESS OF DESIGNING THE SALES FORCE




Taking into consideration that it is an easily available, easy to buy product it can be said that it does not need the expertise and technicality to manage its sales. Best said, it is easily gettable. That quite much sums it up.

Distribution Descision

Distribution channel or the marketing channel plays a very crucial role in making the product available to the end user or the final customer who is going to consume it at the end of the day. Most of the time it happens that marketer do not sell their goods directly to the final users, many intermediaries performing variety of functions act between them. There is various form of marketing channel or distribution channel. These are:-


Push and Pull Strategies:

In push strategy, manufacturer uses his sales force, trade promotion, money or other means to include intermediaries to carry promote and sell its products to end users. Dabur pursues a medium push strategy in its distribution channel. The advertising layout for Dabur is minimal in India. Dabur in association with Real Fruit Juice concentrates on incentivizing customers instead off advertising and promotion. As a result, Real Fruit Juice regularly introduces sell in schemes, promotion coupons, festival offers etc. For instance, the online pricing of Real Fruit Juice is lesser than its store prices. Even on stores there is a discount on offer on buying certain number of Real Fruit Juice

In pull strategy, manufacturer users advertising, promotion and other forms of communication to persuade the consumer to demand the product from intermediaries, thus inducing the intermediaries to order it. Dabur follows this but up to a little extent but this has strategy has been widely use din case of Real Fruit Juice as it needed to reached out with a positive word.


Direct and Indirect Channel:

Direct channel- the type of distribution channel used by Real Fruit Juice is the direct channel in which they directly provide the finished goods to the customer without any intermediaries. Direct channel is successful when there is an extremely large market that is geographically dispersed. The direct channel is also useful when there is large number of buyers.

Real Fruit Juice was launched with the motto that it would be made easily available across the country and the motto has been well laid out. It could be found in most of their stores are and hence it is easy to reach and find. The channel followed by the company is mostly through takeaways, and online ordering. There is a conscious effort made to keep the freshness of the product as it stays in the distribution channels. They are kept in cool places and mostly in refrigerators.

Indirect distribution- In India both Dabur has not introduced any indirect channel, leaving the one purchasing of raw material.

In short it can well be said that Real Fruit Juice has one of the best distribution channels in the country and it is made sure that it is easily available even in the kirana nearby.