Promotion which is known as marketing communication is one of the major
attribute for any of the product or services. In modern era competition is at
such level where sustaining in market is getting difficult day by day. To
survive in market and to earn profit at the same time has become very
difficult. To attract more customers and to have large market share companies
are adopting various promotion techniques which help them to generate revenue
for them. On a broader term we can say that it is a way of communicating with
the larger group of people at the same time. For this purpose, there are 8
major modes of communication in marketing communication mix these includes:
Advertising
Sales Promotion
Events and experiences
Public relations and publicity
Direct marketing
Interactive marketing
Word-of-mouth marketing
Personal selling
Real Fruit Juice being such a big brand for its promotion is one of the most important tools which help it to sustain in the market and to attract more customers. Dabur India Limited has maintained its position of market leadership with its constant product innovation and maintenance of stringent services standards. It has established a reputation of delivering therapeutic and medicinal value to the customers with the products it sells. It is seen as a symbol of trust which it has acquired over the years and Real Fruit Juice seems to be one step in the same direction.
Communication Mix
For Real GFruit Juice's direct selling and interactive selling is not needed though they are included in internet and cable TV promotion. Real Fruit jucie has always been in search for ways to gain efficiency by replacing one communication with others. The sustainability among communication tools explains why marketing function need to be coordinated.
Advertising:
According to a news paper report, the company's multi-pronged strategy will now include ground promotions, sampling exercises, mass media advertising, institutional promotions, public relation activities and marketing tie-ups. Unlike other companies the promotion strategy has not been about being all over the place but it looks to be in the right place at the right time. Real Fruit Juice reaches geographically dispersed buyers.
There has been no big faces selling the product but it still is well accepted with its advertising strategy.
Events/ Experience:
Dabur, in view of Real Fruit Juice is sponsoring some big school fests, cultural programs and company events. They even have various tie-ups with some big firms which help them to create value for them and generate market. As part of its promotional activities, the company plans to roll out a host of bartending events titled 'Real Juice Jockey' contest in Delhi, Mumbai and southern cities. Dabur Foods has tied-up with Discovery Channel to promote its new variant, Real School pack.
Public Relation:
Dabur is constantly working to develop product which suits the taste of the customers. Dabur has been innovating health and nutritional drinks suitable to the taste buds of the local populace and the Indian market has very well accepted these products. They are also coming up with various activities to create awareness about its safety and healthy majors, which they take.
. Personal Selling:
Dabur in association with the product Real Fruit Juice constantly strive to make the company an integral part of the lives of the people or the target audiences by getting involved with the clientele at the emotional level and building long term relationship with them. Dabur concentrates more on carrying out BELOW-THE-LINE activities in area it serves. But the product Real Fruit Juice has been slightly higher priced as it is pitched as a premium product.
Word Of Mouth:
This tool is very powerful for promotion in the Fresh Fruit Juice as it completely caters to the consumer’s perspective which he/she shares with his/her people and share their personal experiences with the product which help the product to gain popularity in the market and to attract more customers. For Real Fruit Juice, its high nutritional value and immediate energizing effects gave them the edge in India which people liked and spread the word. Moreover the trust factor which was brought about by the brand worked hugely in favor of Real Fruit Juice.
In a concerted move to take on Pepsi's Tropicana in the real juice category, Dabur Foods Ltd. plans to adopt an integrated marketing communication programme to promote its products. According to a news paper report, the company's multi-pronged strategy will now include ground promotions, sampling exercises, mass media advertising, institutional promotions, public relation activities and marketing tie-ups.The company plans to increase the visibility of its flagship brand 'Real' in popular hotels and restaurants in major cities. The report said that the company has earmarked an ad budget of Rs 10 crore for its mass media advertising and promotions.
Advertising
Sales Promotion
Events and experiences
Public relations and publicity
Direct marketing
Interactive marketing
Word-of-mouth marketing
Personal selling
Real Fruit Juice being such a big brand for its promotion is one of the most important tools which help it to sustain in the market and to attract more customers. Dabur India Limited has maintained its position of market leadership with its constant product innovation and maintenance of stringent services standards. It has established a reputation of delivering therapeutic and medicinal value to the customers with the products it sells. It is seen as a symbol of trust which it has acquired over the years and Real Fruit Juice seems to be one step in the same direction.
Communication Mix
For Real GFruit Juice's direct selling and interactive selling is not needed though they are included in internet and cable TV promotion. Real Fruit jucie has always been in search for ways to gain efficiency by replacing one communication with others. The sustainability among communication tools explains why marketing function need to be coordinated.
Advertising:
According to a news paper report, the company's multi-pronged strategy will now include ground promotions, sampling exercises, mass media advertising, institutional promotions, public relation activities and marketing tie-ups. Unlike other companies the promotion strategy has not been about being all over the place but it looks to be in the right place at the right time. Real Fruit Juice reaches geographically dispersed buyers.
There has been no big faces selling the product but it still is well accepted with its advertising strategy.
Events/ Experience:
Dabur, in view of Real Fruit Juice is sponsoring some big school fests, cultural programs and company events. They even have various tie-ups with some big firms which help them to create value for them and generate market. As part of its promotional activities, the company plans to roll out a host of bartending events titled 'Real Juice Jockey' contest in Delhi, Mumbai and southern cities. Dabur Foods has tied-up with Discovery Channel to promote its new variant, Real School pack.
Public Relation:
Dabur is constantly working to develop product which suits the taste of the customers. Dabur has been innovating health and nutritional drinks suitable to the taste buds of the local populace and the Indian market has very well accepted these products. They are also coming up with various activities to create awareness about its safety and healthy majors, which they take.
. Personal Selling:
Dabur in association with the product Real Fruit Juice constantly strive to make the company an integral part of the lives of the people or the target audiences by getting involved with the clientele at the emotional level and building long term relationship with them. Dabur concentrates more on carrying out BELOW-THE-LINE activities in area it serves. But the product Real Fruit Juice has been slightly higher priced as it is pitched as a premium product.
Word Of Mouth:
This tool is very powerful for promotion in the Fresh Fruit Juice as it completely caters to the consumer’s perspective which he/she shares with his/her people and share their personal experiences with the product which help the product to gain popularity in the market and to attract more customers. For Real Fruit Juice, its high nutritional value and immediate energizing effects gave them the edge in India which people liked and spread the word. Moreover the trust factor which was brought about by the brand worked hugely in favor of Real Fruit Juice.
In a concerted move to take on Pepsi's Tropicana in the real juice category, Dabur Foods Ltd. plans to adopt an integrated marketing communication programme to promote its products. According to a news paper report, the company's multi-pronged strategy will now include ground promotions, sampling exercises, mass media advertising, institutional promotions, public relation activities and marketing tie-ups.The company plans to increase the visibility of its flagship brand 'Real' in popular hotels and restaurants in major cities. The report said that the company has earmarked an ad budget of Rs 10 crore for its mass media advertising and promotions.
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