New Delhi, July 02: 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.
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 Schoolpack. Bureau Report