IQRAUNIVERSITY

Report on marketing plan for relaunch of Frooto

By

Muhammad Osama (10276)

Muhammad Usama (13044)
Siadat Ali Khan (11159)
Moiz Khalid (12113)
 EXECUTIVE SUMMARY
“To provide refreshing juice to our customer in reasonable price without
compromising health and safety standard”
This is what we have tried to convey through our business plan

“Frooto Juice”

Frooto Juice is considered to be the Pioneer in beverage (juices) established since 1985. Our
Objective is to rebrand Frooto, creating a fresh brand image, which was once a renowned
juice brand but has now fallen into decline .This report discusses the detail of marketing
analysis and strategies of Frooto (a theme of “A sip of refreshment).

This report contains the industry profile including Positioning of industry, Its need (Why do
we need this), Pricing Strategy for rebranding of Frooto Juice.

The market segmentation and target audience, Distribution Strategy, Awareness Strategy,
challenges, all the advertising campaign details and our media plan.
 INTRODUCTION& BACKGROUND

Frooto Industries strive to be a Pakistani leader in the development, production, and

marketing of an innovative and distinctive range of fruit juices and drinks.

The Company has production and warehousing facilities that include a plant in the industrial
area of Karachi.
Founded in the heart of the Karachi industrial region in Sindh, Pakistan, Frooto markets its
products in the southern provinces of the country. Its products are sold in various flavors,
including the hallmark Mango flavor.

The Company’s different manufacturing facilities all benefit from state of the art equipment
combined with the best and most efficient quality control programs. With its many
processes, products and packaging solutions, Frooto is one of the most dynamic producers
in its field in Pakistan. More than 500 employees are involved year after year in the
Company’s commitment to continuous growth.

VISION
“To be a part of every family” by providing refreshing juice to our customer in reasonable price
without compromising health and safety standard”

MISSION
To win back the lost brand identity and continue to be the market leader in the beverage sector
Major Challenges
Frooto in the past decade has facing a tremendous decline with its sale going down by huge
numbers. Reasons for this decline are

 Distribution:
Strong Distribution network is necessary in whole beverage industry and the main
challenge for Frooto is its distribution.

 Lack Of Marketing Expenditure:

Another basic thing behind successful products is its marketing strategies and Frooto
never paid attention to its marketing and promotional teams since decade. Being an
old beverage industry, Frooto should have a huge market share but contrary to it, it
has little share in front of all international giant competitors.

 Innovation:
Frooto is facing lack of innovation his packaging and product development is same
since his establishment.

RE-LAUNCH OF FROOTO
 Frooto will cater the market by expanding its distribution in the rural areas by
offering a variety of variants to its consumers.
 By creating a win win position in the market,Frooto come up with a strategy to
capture the attention of the target audience with respect to its different segments.
 To identify and create a need for its consumers we will design an advertisement and
use all the touch points for its different target audience.
 To fulfill the expectations of the customers we will create an association through
present market trends.

Environmental Scanning:

 Political and Legal Factor

 Economical Factor
 Social and Cultural Factor
 Technological Factor

All above environmental factor are in support to re-launch the Frooto

Market Analysis

 The market growth rate of fruit juices is 35% rate.

 Mango based drinks account for one thirds of fruit drinks industry.
 More than 80 % of sales happen through the unorganized route - juice
centers, street corner shops and so on

Sales
OTHER UNILIVER NESTLE

10%

30%

60%
TARGET MARKET:

 DEMOGRAPHIC:
 Age : 6 years and above
 Social Classes : SEC: A, B, C
Gender, family size, profession and language doesn’t matter

 GEOGRAPHIC:
Domestic major cities

 Karachi
 Hyderabad
 Sukkur
 Lahore
 Islamabad
 Rawalpindi
 Faisalabad
 Multan
 Peshawar
 Quetta
1. PRODUCT:
A juice extract from natural fruits with less artificial flavor packed in tetra pak
Quantity: 200 ml
Flavors: 3 flavors (Mango, Orange and apple)

These will be followed by Extension of Brand introducing Frooto Smoothie which

will be available in pet bottle
Quantity: 200 ml
Flavor: Mango and strawberry

High quality assurance would be our first priority. This would be ensured by:

 Implementing high quality standards

 Total quality management keeping well trained staff
 Acquisition of the high quality raw material

COMPETITORS:
Direct Competitors

 Slice
 Pakola
 Nestle
 Sheezan

Indirect Competitors

 Pepsi
 Coca Cola
 Rooh Afza
 SWOT ANALYSIS OVERVIEW

STRENGTHS WEAKNESSES
 Strong name in past  Poor Distribution
 Multiple Variants and variety of different  Poor Branding and advertising
flavors  Lack of Innovation and lack of market
 Economical Price trend

OPPORTUNITIES THREATS
 Huge Population to grow business.  Strong competition
 National Brand  Being conservative
 Availability of different Promotional medium
 Opportunity for product development and
diversification

2. PRICE
Frooto Juice Price 200 ml tetra pak

 Rs. 20

Frooto Smoothie 200 ml pet bottle

 Rs. 29

3. PLACE:
Distribution Strategy:

To assure the availability of this product, Frooto has to establish a strong distribution
network. Our distributors are located in

 Karachi
WareHouse Facility
 Hyderabad
 Sukkur
 Lahore Distributor

WholeSale/Retail

Consumer
  Faisalabad
 Multan
 Rawalpindi
 Peshawar
 Quetta

The end consumers would then purchases “Frooto” from retailer. These distributors are the
most reliable distributors in the region.

STRATEGIC ALLIANCE
2 PARTY STRATEGIC ALLIANCE

1. Frooto and Wonder Bread

In purchase of every large Wonder bread there will be a free 150 ml Frooto Smoothie.
Which we will provide. Wonder bread will run consumer promotion campaign with Frooto
logo in its pack

2. Kolson Snacks and Frooto.

In purchase of every Frooto Juice there will be a small pack of Kolson Salanty. Kolson will
provide us free samples of Slanty snacks and we will be promoting their brand name in
every TVC.

4. PROMOTION:
PROMOTIONAL STRATEGY:

Since we are lacking this area in past and we are in process Re-launching and extension of
the Frooto, we will use Intense and Viral Marketing Strategy in which we will capture the
market and create the need through all possible sources since our target audience is youth
we will do our promotional activities in such time and place that help to reach our target
audience

Criteria promotion:

 Awareness
 Knowledge
 Liking
 Preference
 Purchasing
Main Source of Promotion:

ATL (above the line)

 TV Channels
 Print media

TTL (through the line)

 Social Media and Internet
 Hoardings/Billboard
 Events and Activities

TV CHANNELS

We will be on airing 30 seconds of TVC spots on the following channels.

CHANNEL PROGRAM and Timing

ARY DIGITAL JEETO PAKISTAN
ARY AND GEO
NEWS NEWS BULITAN OF 7AM TO 9 AM , AND MORNING SHOWS
CN 5pm to 7pm
HBO 7pm to 9 pm

PRINT MEDIA

We will be inserting different size of print posters in different news papers.

 Jang and express-Urdu and on Sunday magazine

SOCIAL MEDIA AND INTERNET

We will be creating page on Facebook and use ad sense and advertising in Youtube videos.
To capture audience we will announce different game and promotional activities thorough
which page members could win free gift or free juice

HOARDINGS, BANNERS AND BILLBOARD

We will also brand Frooto on hoardings, banner and billboard before re launch as a teaser
ad medium. A statement like “Refreshment ka king is back”
Events and Activities

We will organize events and activities in school, Colleges, universities and shopping mall by
distributing free sample for Frooto Smoothie and organizing different games and quiz show
to engage the audience.

5. Distribution
PUSH AND PULL STRATEGY

Initially we use Pull tactics by advertising, sales promotion and discount offering once we
have established words of mouth and referrals then we use push tactics like Negotiation
with retailers to stock our product, point of sale displays and Efficient supply chain
allowing retailers an efficient supply

 We will apply intensive distribution strategy

We will use Indirect Channel

Producer → Wholesaler → Retailer → Consumer

We will take services from distribution agencies like Muller and Phips and premier
agencies

Our distribution target is to make Frooto available from every local shop to superstores
 Positioning Strategy
Company

FROOTO

Category

Beverage

Statement of need

Taste in every healthy sip

Target Audience:

SEC A,BC

Age: 6 and above

Alternate for users

Slice, Nestle, Sheezan, Pakola etc

Point of Differentiation/Positioning Statement:

 A delicious juice with no artificial preservatives

 First Time Ever in Pakistan Smoothie
 Affordable Price with economical Benefit
 National Brand