Brands wars are now a part of marketing practices. Companies know that competition is too tough these and they cannot attract customers just by telling qualities and benefits of their own products. Sometimes, marketers try to make the most of their campaigns by taking out negatives of their rivals.
We all know that Indian packaged fruits juice industry is rising and brands like Dabur, ITC and PepsiCo are trying every possible thing to capture this market and earn profits. The latest twist is that ITC has publicly displayed billboards challenging both PepsiCo and Dabur to ‘make Indian juices concentrate free’
These ads are focussed on World’s Health Day which is on 9th of April. Marketing experts are loving this move and are waiting for the replies from Dabur and PepsiCo.
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Indian packaged juice market is worth over Rs 2000 crore and Dabur is the current leader with its Real brand. Tropicana stands on the second position. ITC is relatively to this market with its B Naural brand but such moves can really change the game quickly. Talking about this campaign, the divisional chief executive of B Natural said:
“Most packaged fruit beverages in the market today are made from fruit concentrates, which are diluted with water during reconstitution. The #SayNoToConcentrate campaign is trying to change the way fruit juices are made and sold in India.”
Dabur’s marketing head Mayank Kumar has replied to this and said:
“This is a gimmick aimed at spreading misinformation that fruit concentrates are unhealthy and not made from fruits, which is an utter lie.”
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He even believes that ITC’s B Natural available in the market is made from fruit concentrates only and ITC is depicting it as freshly extracted juice which is also a lie. He believes that B Natural juices are manufactured from fruit pulp and is heat processed for preservation and then stored at cold storages, and finally packed in a similarly like other companies.
