.

SWOT Analysis

Strengths:

 More variants: The Real fruit juice offers two variants viz. Real and Real Activ
(sugar-free) juice with 16 flavours which enables the buyer to purchase in accordance
with their taste and preference.
 Brand value and image-Dabur: Dabur is the World’s trusted brand and Real has the
benefit of being subsidiary of this brand value. As the parent company Dabur, which
has 133 years old brand name with diverse product portfolio and has a leading
position in herbal products in the Indian market, Real has an advantage to use this
strong and enormous brand image.
 Extracted from Real fruit: As the name suggests, the pulp is extracted from Real
fruits and has no artificial colors, preservatives and other harmful agents with some
amount of water. In Real Activ, there are no added sugar and artificial flavours.
 Endorsements and certifications: Dabur Real Juice are endorsed by PFNDAI-
Protein Foods & Nutrition Development Association of India, which examines and
assures the nutritional content. This Association also guarantees food safety and
quality.
 Large distribution channel: Dabur’s all the product has extensive distribution
service network with 50 carrying and forwarding agents and has the largest
distributors in its respective segment.

Weaknesses:

 High pricing/Expensive: In comparison aerated drinks like Pepsi or Coca-Cola, Real

fruit Juice is expensive. Thus, it is often not preferred by all the customers. Yet
another issue here is that such drinks are not perceived as value for money options.
 Huge investment in packaging: As real fruit juice do not have additives,
preservatives and other artificial agents, the company has to invest profusely into
determining technologies for packaging in order to retain the freshness and quality of
their drinks. In order to maintain the shelf life of the drink, it has to face the
challenges in distribution channel management.

Opportunities:

 Growing health-consciousness: With the growing health awareness in the society, it

is a positive indication to cope with the pace and induce the customers to buy
nutritious juice made from original extracted pulp.
 Buy-out competitors: As Dabur Real fruit juice is a well-established company, it has
the power to acquire smaller brands with less market share.

Threats:

 Low barrier to entry: There is low entry barrier in the fruit sector and competition
comes in all the possible shapes and forms. Small and medium-sized businesses can
easily enter and cater the market.
 Competition: The competition is high as there is no restriction in the entry. Its major
competitors are Tropicana, Paperboat, B natural, Minute Maid, Onjus and Frooti.