frooto report (commecs institute)

Introduction

Frooto is a well-established player in the fruit juice industry since 1985

providing quality juices drink for the Pakistani market and making countless

children smile with its wholesome flavor!

At Frooto we search the world for the best possible fruits and then send them

straight to the blender with sugars and added flavors which result in an amazing

blend.

Sweet, tangy and juicy! Frooto serve’s freshly squeezed juices drinks with 100

natural ingredients and real flavor. We believe utilizing natural ingredients to

ensure a healthy cocktail of fruits which is why we make sure all our

ingredients are fresh which is why with each sip you get the wholesome and

delicious goodness that we have put in our juice drink in tetra bricks for you.

To maintain freshness, flavor and high nutrient content we utilize hygienic

packaging solutions provided by tetra-Pakistan. We go above and beyond when

it comes to juice drink which is why you can rest assured that each and every

juice pack is inspected and maintains the highest standards which Frooto has

pioneered since 1985.

BEVERAGES INDUSTRIAL ANALYSIS

• The Fruit Drink market has grown at 35% rate.

• Mango based drinks account for two thirds of fruit drinks industry.

• More than 80% of sales happen through the unorganized route - juice

centers, street corner shops and so on

HALAL CERTIFICATION

Pakistan has been successful in developing halal certification, reflecting the

Government's aim to make the country a hub for halal food products. In 2011 the

authorities introduced the world's first halal pharmaceuticals standards.43 All

meat, processed meat products, poultry, and egg products, domestically

produced or imported, must receive halal certification from the Department of

Islamic Development Malaysia (JAKIM) or any foreign halal certification body

recognized by JAKIM prior to importation and distribution in Pakistan.

0%

56%44%

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Market Survey

Gender

Descriptions:

Question Mark?

We have put Frooto Mango juices in Question mark

because the market growth rate of Mango Juice’s is high and

share of Frooto Mango Juice’s is low.

Dog:

We have put Frooto Other Flavor juices in Dog because

there Market growth rate is very low and there growth rate is

also low.

BCG MATRIX

Parent company Frooto

Category Beverages

Sector Food Product

Tagline Sweet, tangy and juicy

USP Mango, Apple, Orange,

Mango+Orange

SWOT Analysis

Strength 1. Variety

2. Well-known brand

3. More health and hygienic

consciousness

Weakness 1. Low capital

2. Poor branding and advertising

3. Poor distribution

Opportunity 1. Cheap price

2. National brand

3. Economic benefits

Threat 1. Threat from other competitors

2. Conservative

3. No innovation

Product development:

We have put Frooto in product development because

the market of the mango drinks or juices is very high in

beverage industry so we can innovate new product in it to

maintain our position.

Maturity Level:

Frooto is on its mature stage if we didn’t innovate

new product in market our life cycle would have to face decline

stage.

Product Life Cycle

Brand Extension:

We have to improve Frooto and develop new product

in it so we have to find that in which area we have to work to

capture the market of mango drink so we can maintain our

position in market.

Therefore we are launching Frooto Mango Milk Shake

Print Media

Billboard

Van lit Branding

Bus stop Branding

Events Branding