6. 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.
7. 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.
8. Reasons For Revamping
It was a reliable brand
Frooto has not been able to retain itself in the market
9. 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.
Taste
we 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
10. Packaging
FROTOO 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
12. market sub
market analysis :
EXISTING COMPETITORS
Slice, Shezan , Nestle fruita vital, Maza
POTENTIAL COMPETITORS
Pulpy Orange , Tropicana & Other Imported Juices
SUBSTITUTE PRODUCT
Rooh Afza , Jamsherein, Flavored Milk.
MARKET TREND
customer , competitors and market analysis.
Frooto rules the hearts of customers all over with its yummy, saturated
thick mango juice.
Edge
13. Market Analysis
Market Size
Market Leading Brand __ nestle
Market Share of the competitors
14. Market share of nestle
Nestle
60%
Unilever
30%
other
10%
MARKET SHARE
15.
16.
17. • 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
18. • 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.
SecondaryTargetAudience Mothers withKids betweenage 6-12
20. 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.
21. Price Structure :
Consumer Price
200 ml 18 Rs.
1000 ml 135 Rs
26. Environmental analysis
Political 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 .
27. 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 .
33. Provide Free Samples in Malls, Marts,
Markets , Cinemas and Schools For The Brand
Awareness
34. Theme
‘Adventure, excitement and the magical world of a child’s imagination’
KeyCommunication Message
Frooto, 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.
38. 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.
