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.

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/

2. DABUR
RÉAL FRUIT POWER
Lisha Porwal & Rishita Hindocha

3. LET’S KNOW SOMETHING RÉAL
LET’S KNOW SOMETHING RÉAL !

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

6. ONLINE SALES CHANEL

7. BRAND MOOD BOARD
Réal
Font :
HY Xing Kai Traditional Chinese F
Generis Simple std Medium

8. BRAND WEBSITE

9. DABUR’S WEBSITE ANALYSIS
69
Domain Score
22,208
Backlinks
204,592
Organic Monthly Traffic
105,710
Organic Keywords
8.12s
Page Load Time
39.3%
Bounce Rate

10. Social Media Presence

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.

12. NON- IDENTICAL LOGO
INSTAGRAM TWITTER PINTEREST FACEBOOK YOUTUBE

13. LET’S KNOW SOMETHING RÉAL
NOTABLE CAMPAIGNS

14. TV COMMERCIALS
Tagline : Hard Work Nahi Smart Work

15. SPONSORSHIP
MUMMY KA MAGIC ( Cooking show )

16. LET’S KNOW SOMETHING RÉAL
NEWSPAPER & HOARDING ADS

17. Dia Mirza, Kriti Sanon, Sonali Bendre
CELEBRITY
ENDORSEMENTS
CELEBRITY ENDORSEMENTS

18. COMPETITOR ANALYSIS

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

20. 13,100
FOLLOWERS
22,900
FOLLOWERS
619
FOLLOWERS
1,82,500
FOLLOWERS
4,659
FOLLOWERS
4,433
FOLLOWERS
14,33,734
FOLLOWERS
3,30,024
FOLLOWERS
1,20,317
FOLLOWERS
N/A
14,000
SUBSCRIBERS
5,740
SUBSCRIBERS

21. LET’S KNOW SOMETHING RÉAL
ENGAGEMENT RATE

22. Even though RÉAL seems to have less amount of followers it has a higher
Engagement Rate.

23. LET’S KNOW SOMETHING RÉAL
POST TYPE

24. Paperboat’s Feed seems to form a story line with its posts, whereas RÉAL and
Tropicana post promotional creatives.
É

25. LET’S KNOW SOMETHING RÉAL
SURVEY ANALYSIS

26. Have you ever consumed Réal Juice ? Are you aware of the new MASALA
flavored Juice ?
8%
92%
8%
92%

27. Where the audience would like to see more content
from Réal ?
58.5%
7.3%
8.5%
4.9%
9.8%
8.5%
2.4%

28. LET’S KNOW SOMETHING RÉAL
PAIN POINT

29. Less engagement Less Brand Presence Lack of Digital Campaigns

30. LET’S KNOW SOMETHING RÉAL
TARGET AUDIENCE

31. PRIMARY AUDIENCE
SECONDARY AUDIENCE
AGE GROUP
28-34
AGE GROUP
18-24

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.

34. CAMPAIGN

35. #
CAMPAIGN NAME
Real Pal
TAGLINE
Kuch Khate Meethe Pal
HASHTAG
#MasaledaarZindagi

36. OBJECTIVE
Desire Action
Awareness Interest

37. DURATION

38. LET’S KNOW SOMETHING RÉAL
ORGANIC CONTENT

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

43. CA
CAPTION
Because Google happens
to Knows it all.
Video Post
Campaign Video Post
Content Bucket : Entertainment

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

46. Story
Content bucket : Entertainment
Promotional meme story

47. Post
content bucket : Entertainment
Promotional meme video

48. Post
Content bucket : Emotional

49. RESEARCHED HASHTAGS
#RealFruitPower - Brand
#MasaledarZindagi -
Campaign
#HealthyDrinks - 338k Posts
#FruitJuice - 290k Posts
#JuiceDetox - 206k Posts
#DrinkHealthy - 112k posts
#Immunitybooster - 96.7k
posts
#VeganDrinks - 86.8k Posts
#TropicalDrinks - 52.7k Posts
#FruitMixology - 100 Posts

50. LET’S KNOW SOMETHING RÉAL
BLOGS

51. BLOG SEO

52. Best Results
of having
Cranberry Juice in the
Morning
5 Reasons
WHY
You should have Fruit Juice
Cleanses daily

53. 3 Best Fruit Juice
Benefits
for your Glowing Skin
Best time to
drink Orange Juice
for Effective Results

54. LET’S KNOW SOMETHING RÉAL
INFLUENCERS

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.

62. LET’S KNOW SOMETHING RÉAL
PAID MARKETING

63. AD SET 1

64. AD SET 2

65. AD SET 3

66. AD SET 4

67. Real Juice Youtube Ad
SKIP AD

69. LET’S KNOW SOMETHING RÉAL
ORM

70. PLATFORMS STUDIED FOR ORM
AMAZON TWITTER

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

76. LET’S KNOW SOMETHING RÉAL
RECOMMENDATIONS

77. WEBSITE/SEO
Real uses the domain of
their parent company. A
domain of their own will
help to track details and
attract traffic

78. WEBSITE/SEO
Integrate correct social
media links on the website
to gain traffic

79. WEBSITE/SEO
Create more blogs with
scoring keywords and add
backlinks from various
relatable pages for more
traffic

80. SOCIAL MEDIA
Could create a very
aesthetic feed rather than
just posting promotional
creatives

81. SOCIAL MEDIA
Add highlights on the feed to
promote & help new visitors
discover what the brand is all
about

82. LET’S KNOW SOMETHING RÉAL
MEDIA PLAN

83. BUDGET SPENT : ₹15,25,000

84. LET’S KNOW SOMETHING RÉAL
THANK YOU !