STRATEGIC MARKETING MANAGEMENT

Presented to : sir Amin nasrullah

PRESENTED BY:

Tehzeeb tariq

Afza Farooq

Syed zohaib ali

Rameez akram

FROOTO REVAMPING

Tag Line

Frooto Paradise of Freshness

INTRODUCTION

FROOTO Industries (Pvt.) Limited was established in 1982 as fruit

juice manufacturer. This product was new to Pakistani market

because previously only carbonated and traditional drinks such as

Roh-Afza, Naurus etc were in market.

This concept of ready to drink fruit Juice gained popularity and in a

short span it became a star product in its category.

FROOTO enjoyed a big market for several years and there was no

serious competitor in the market at that time.

REASONS FOR DECLINE

Old and unattractive packaging.

Ineffective Placement

Lack of promotional activities and advertisements.

Perceived as a juice used by old aged and lower class only.

Reasons For Revamping It was a reliable brand

Frooto has not been able to retain itself in the market

ABOUT THE

BRAND

 

Product Features

FROOTO is a ready to drink fruit juice prepared from natural fruit pulp. The most important characteristic is that it is not a carbonated drink therefore it is good for health and refreshing.

This product is for everyone from young children to old age people. Specially parents prefer to buy fruit juice like FROOTO for their children rather than carbonated drinks.

Tastewe did a research in which we took Nestle and FROOTO in two different glasses and we asked several people to drink it and tell us which one tastes better. We found that people still remember the taste of frooto

PackagingFROTOO has a consistency in its packaging which is same as it was decades ago. This inability to react to the change is one of the major causes of decline in brand loyalty and has damaged the image of brand. Nowadays people want more attractive packaging and innovation.

Ingredients

Fruit Pulp Natural Flavor Water Sugar

DIRECT COMPETITORS

INDIRECT COMPETITORS

Competition

market sub market analysis :

EXISTING COMPETITORSSlice, Shezan , Nestle fruita vital, Maza

POTENTIAL COMPETITORSPulpy Orange , Tropicana & Other Imported Juices

SUBSTITUTE PRODUCTRooh Afza , Jamsherein, Flavored Milk.

MARKET TRENDcustomer , competitors and market analysis.

Frooto rules the hearts of customers all over with its yummy, saturated thick mango

juice.

Edge

Market Analysis

Market Size

Market Leading Brand __ nestle

Market Share of the competitors

Market share of nestle

Nestle60%

Unilever30%

other10%

MARKET SHARE

• Students & Kids• Males & Females

• Aged: 6-12, 18+ youth

• They also highly interact with other snacks, yet Juice or Drink is a slight preference

• More likely used alone or with a few siblings or friends• The main competition lies in Flavoured Juices• Seen as a cheerful brand that brings friends/family together and

energizes

Primary Target Audience Kids between age 6-12

• Medium to heavy Juice consumers• In terms of purchase, she is the key decision maker• She perceives Frooto as a unique, high quality brand that

provides her kid with energy. • Frooto is a reliable brand we just need to make recall the Brand.

Secondary Target Audience Mothers with Kids between age 6-12

Students, 18 + youth

• Spirited & Bold• Experimental• Fun Loving• Confident & Intelligent

Insights

Pricing Strategy

Penetration Pricing :

Market penetration pricing is a pricing strategy that sets a low initial price for a product.

The goal is to quickly attract new customers based on the low cost. The strategy is most effective for increasing market share and sales volume while discouraging competition.

we introduce our products al a lower prices so as to create the huge demand in the market and to compete with the our competitors.

Price Structure :

Consumer Price

200 ml 18 Rs. 1000 ml 135 Rs

Product Synergy

Sales & distribution :

• Selling Directly to Customers

• Selling Through Retailers

• Selling Through Wholesalers

LINE EXTENSION: 

Apple flavor Lychee flavor Strawberry flavor Pomegranate flavor

NEW PAKAGING

Environmental analysisPolitical factors

Areas such as tax policy, labor law, and political Instability.

Economic factors

economic growth, interest rates, exchange rates and the inflation rate

Social factors

Today people are more health conscious so Frooto Juices by identifying this need of the people they are providing health conscious juices with more vitamins .

Environmental analysis

Technology factor

New Products :

Frooto juices focusing diversification because in the present era its in not possible for any organization to provide just one product so frooto juices are diversifying according to changing demand of customers and trends .

product innovation :

Product innovation is becoming more important because of globalization people are becoming aware about the changes being taken place around them so that’s why frooto juices focusing on product innovation by introducing new flavor .

R & D :

Spending on R & D is long term investment for any organization so frooto will more focus on R & D .

promotional Strategies

promotional Straegies

PROMOTIONS

Uncle FROOTO Free Sampling And Testing

Provide Free Samples in Malls, Marts, Markets , Cinemas and Schools For The Brand Awareness

COMMUNICATION

Theme‘Adventure, excitement and the magical world of a child’s imagination’

Key Communication MessageFrooto, the best Juice, now brings you a new flavour

Brand Perception

Frooto rules the hearts of customers all over with its yummy, saturated thick mango juice.

 HOARDING SELECTION

• Shah rah-e-faisal• Rashid minhas road• I.I chandigarh road• Karsaaz.• Clifton• North Nazimabad

FUTURE MOVES :-

Globalization

Product Development

Innovations

Diversification

Potential threats:

• Already established market of juices

• High competition

• Government policies .

Conclusion

When we were searching the net, we found that Pakistanis abroad still

remember Frooto and they wrote in the blog that they miss Frooto a lot. In

Pakistan also people still remember Frooto and it is their second

preference. So what we need is to bring it back to market with new

enthusiasm and new dimensions. In order to bounced back in the market

Frooto will have to adopt more aggressive placement and distribution

strategies as well as advertising and promotional activities.

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