The document provides details about the digital marketing strategy of Réal Fruit Juice in India. It includes an analysis of Réal's strengths, weaknesses, opportunities and threats. It also analyzes Réal's digital presence, including its website and social media accounts. Competition from other fruit juice brands like Tropicana and Paperboat is discussed. The document then proposes a digital campaign called "Real Pal" along with organic and paid content ideas. It recommends influencer collaborations and improvements to Réal's website, search engine optimization and social media strategy.
FMCG Digital Case Study: Réal Fruit Juice Marketing Strategy in India
1. Case Study: FMCG Digital Marketing
Strategy for Real Fruit Juice in India
• Author: Aditya Shastri (Lead Trainer & Head of Learning &
Development at IIDE)
• Source: Top 7 Digital Marketing Strategies of FMCGs in
India
• Explore more at: https://ychoc.com/seo-marketing/chien-
luoc-digital-marketing-nganh-fmcg/
4. Amit Burman
FOUNDER
16+ Flavors
Including national and international
Fruits to cater different needs and
taste buds.
NO.1 FRUIT JUICE
Awarded India’s most trusted
brand for 6 years in the Juice
Category.
Endorsed by:
PFNDAI
To produce only the finest quality
of juices in India.
6 Layer Packaging
Ensuring the juice has all
of the all the goodness and nutrition of
the fruit when it reaches you.
5. S W O T
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
• Launched by Dabur in
1997, and being the market
leader till date
• Excellent Distribution and
Availability
• Stale & Laid back
marketing Practices
• Dull Robotic replies to
queries and
complaints
• Target a new audience
such as youth
• Building of Online
Reputation
• Active Growth in Media
Marketing
• Competition taking
over
• Consumers shifting
preferences
11. INSTAGRAM
Recently Joined in
2019.
No Notable
Campaigns on the
platform yet.
PINTEREST
To upload Fruit
Juice based
Recipes and also
certain post are
based on
decorations
made of fruit.
TWITTER
Mainly used to
reply to queries &
complaints.
The replies are
monotonous and
robotic in nature.
YOUTUBE
Post old TV
Commercials and
episodes of cooking
shows where real
was a sponsor.
FACEBOOK
The Link on the
website, leads you
to an unavailable
page.
Markets only Real
active Juice on
Facebook.
19. LET’S KNOW SOMETHING RÉAL
COMPETITIORS
Founded in 1947
Great Distribution &
Availability
High Quality Fruit
Utilization
Founded in 2003
Innovation to ethnic
Indian Drinks
Unique Pouch Packaging
32. Age : 32
Gender : Female
Marital Status : Married
Location : Urban
Income : Higher Income
Audience Type : Primary
Screen Time : 7.5 hours
Social Media Habits :
⮚ Blog ,homemaker.
- A parent of two kids
- Blogs about Mom life
- Loves Travelling
- Particular about food choices
- Experimental
- Loves Reading
- Tries to be creative with food
33. Age : 21
Gender : Female
Marital Status : Single
Location : Urban
Income : Low Income
Audience Type : Secondary
Screen Time : 4-5 hours
Social Media Habits :
⮚ Student, Law Intern
- A single child
- Loves Fashion
- Busy with work and studies
- Very Active on Social Media
- Bright in Studies
- Outgoing
- Tries Maintaining a balanced
diet.
- Affectionate towards animals
- Fitness oriented.
39. CA
CAPTION
Your parents zamana v/s
Your zamana
#Humarezamanemai
Post
Campaign Seamless Carousel
post
Content bucket : Emotional
40. Difficult to pick one
fruit ?
Now Pick them all
CA
CAPTION
Yes! It’s a Match.
Real Juice with Masala
Will be a twist that everybody would
want to see.
Post
Hygiene post
41. CA
CAPTION
Well.. Google knows our needs
better than we do.
Video Post
Campaign Video Post
Content Bucket : Entertainment
42. CA
CAPTION
We are always there in all
your situations.
Post
Campaign Seamless Carousel
post
Content bucket : Emotional
44. Difficult to pick one
fruit ?
Now Pick them all
CA
CAPTION
Confused what to Pick ?
Mixed Emotions ?
Well sit back with all the fruits in one
tetra pack and enjoy the new masala
without any worry.
Post
Hygiene post
45. CA
CAPTION
Kabhi bench ke neeche se
Juice pas kiya hai ?
#yehitohrealpalhai
Let us know your weird stories
in the comments below
Post
Campaign Carousel post
Content bucket : Emotional
55. Siddharth Batra
Fashion & Grooming
@siddharth93batra ; ER : 23.11%
65.5K
Content : IGTV on styling clothes with colors inspired by Réal Juice’s
color scheme and different flavors.
56. Sakshi Sindwani
Life Style & Model
@stylemeupwithsakshi ; ER : 7.65%
191K
Content : Video post on a trending Shutter OOTD challenge keeping
Réal’s various flavors as color scheme
57. Terribly Tiny Tales
Media/News Company
@ttt_official ; ER : 0.72%
TM
1.6M
Content : some posts and stories on real valuable moments captured
in short tales.
58. Sneha Singhi
Chef
@snehasinghi1 ; ER : 4.67%
43.5K
Content : video post on sharing some tricks and techniques using
Réal Juice in some savoury or sweet dishes.
59. Shivesh Bhatia
Baker : Food Blogger
Bake with Shivesh ; ER : 1.73k subscribers daily
295K
Content :YouTube video post on popsicles using Réal Juice
60. Ankush Bahuguna
Content Creator : MensXP iDivia
@ankushbahuguna ; ER : 10.7%
332K
Content : comic video post on some fond memories of life with
reference to Réal
61. Srishti Dixit
Content Creator : MenXP, iDiva
@srishtipatch ; ER : 23.03 %
345K
Content : IGTV of a comic content on Réal Fruit Juice as types of
humans.
71. We are very apologetic for the
discomfort faced due to us. Send in your
contact details on our website or here.
We’ll get to the roots of this situation and
rectify any mistakes happened from our
side
72. We are very sorry for the discomfort
faced due to us. Real juices and the
team shall look into this issue to the core
and promise to never let it happen
again. Thank you for letting us know and
our team apologize again for the
discomfort.
73. Real fruit juices take pride in
producing juices from fresh and
organic fruits, and today we take
pride in being able to deliver the
goodness of fruits to our
consumers. Thank you for sharing
your feedback.
74. After all, Taste do differ for different
individuals. Congratulations @Tropicana
on attaining happy clients. Thank you
Praveen for the feedback. Your
feedback helps us strive everyday to
grow and become better everyday.
75. Real fruit power and the entire team
thanks you deeply for sharing your
feedback with us. Such a detailed
feedback shows our journey and all the
efforts taken to deliver our consumers
the goodness of fruits, and making
health a bit more fun. Once again we
thank you for making our day