In Conversation with Mayank Kumar

Marketing Head (Foods Division), Dabur India
Thursday, 04 Jan 2018
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Mayank is a sales and marketing specialist with more than fourteen years of experience spanning extensive Brand/Category management across Oral care (personal care division), Health Supplement (health care division) and Beverages (foods division) of Dabur India Limited. He has received Honors club award (best employee of the year), Team trailblazer award and CEO’s citation for exemplary system and process implementation. Mayank is an active reader with interest in cricket and cooking.
About
Mayank is a sales and marketing specialist with more than fourteen years of experience spanning extensive Brand/Category management across Oral care (personal care division), Health Supplement (health care division) and Beverages (foods division) of Dabur India Limited. He has received Honors club award (best employee of the year), Team trailblazer award and CEO’s citation for exemplary system and process implementation. Mayank is an active reader with interest in cricket and cooking.

Dabur’s Real Mocktails range is a prime example of understanding the market gap and opportunity. How did you devise the strategy of bringing India’s first range of packaged fruit-based mocktails?

Consumers in India are today highly aware. With growing disposable income and the occasions of eating out increasing, they are aware about the various mocktails and enjoy them at restaurants or pubs. With in-home parties too catching up, they want to enjoy the same experience at their homes too. However, the choice for at-home parties is limited to the same old soft drinks and sodas.
They relish the experience of having mocktails at restaurants and bars and wish to enjoy the same taste and experience at home with their friends and family. However, they are not sure of the right ingredients, mixes, etc to create these mocktails. We have filled this need gap in the market with the launch of Réal Mocktails.

With Réal Mocktails, we are taking away the hassle of creating these tasty mixes to spice up their house parties, and giving our consumers a ready-to-serve option that’s made with real fruits. This will help make their house parties and social gatherings the talk of the town.

Could you tell us about the planning and strategy that went into launching the product? How did the company track the opportunity of packaged mocktails, and how much time did the overall planning and strategy take?

At Dabur, we have a well-defined SOP when it comes to any new product development. We follow this for all new products and this includes extensive consumer research, to validate all major decision areas.

What will be the advertising and marketing strategy for the business of Real Mocktails?

The idea is to initially build awareness amongst consumers who like to party at home. We are running campaigns in print media and in the digital space to build this awareness. Special branding is also being created at Point-Of-Sale. In addition, we are also conducting extensive tasting sessions with consumers on the shop floor.

What were the top trends in 2017, according to you, in the packaged fruit juice category? Dabur has further grown the fruit juice by introducing Real Mocktails – going forward, what are the trends you see within the fruit juice category?

With the growing health consciousness, the market for healthy beverages has expanded exponentially. Given the stressed and time-pressed lifestyles that people in urban India lead, consumers are increasingly looking at wholesome and convenient solutions like packaged juices that provide the required nutrition all through the day. The rushed and time-pressed lifestyle that urban Indians are leading today has led to a demand for convenient breakfast and snacking solutions like packaged fruit juices. This health consciousness is also growing in rural India now, which is driving demand for packaged juices there. There is also a growing preference among consumers for traditional or Indian variants/flavours, which have gained acceptance and market share.

Dabur is the pioneer in the packaged juice market in India and we have continuously strived to stay relevant to our consumers by launching new variants to cater to their varied needs and occasions. Our understanding of Indian consumers taste palate and preferences has helped us stay ahead of the curve in satisfying their needs. What ensures great taste is the fact that the product is especially crafted by professional mixologists and our in-house food scientists. They have ensured the right blend and mix, which has then been validated through consumer research.

In 2018, what more offerings does Dabur plan in the packaged fruit juice category?

Dabur is the pioneer in the packaged juice market in India and we have continuously strived to stay relevant to our consumers by launching new variants to cater to their varied needs and occasions. Dabur has been expanding its packaged fruit juice range with the launch of new variants like Mausambi (the largest consumed freshly squeezed juice) juice under the Réal brand, besides introducing Jamun and Amla under the Réal Wellnezz brand to create further excitement in the market and give consumers a wider portfolio to choose from. It also extended the fruit equity of Réal into the fruit drinks category with the launch of Réal Koolerz mango drink this summer in key markets. The company further expanded its presence into newer formats with the launch of Réal VOLO, which marked its entry into the aerated fruit beverage category. Going forward too, we will continue to innovate and launch new products and variants. However, we would not be able to divulge details about the same.

How will you utilise digital media for promoting Real Mocktails?

Digital media is highly important for brands today. For Réal Mocktails, we have created a digital campaign, integrating the brand with a New Year special video created by Girliyapa, India's leading women-centric channel. You can view this campaign on https://www.kulzy.com/work/176530/girliyapa/girliyapa-s-ladkiyon-ki-houseparty-new-year-special/

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