Frooto Industries was established in 1985 as a fruit juice manufacturer in Pakistan. It was once a popular brand among kids and young adults but has lost market share in recent years due to a lack of advertising, packaging changes, and product strategy. The document proposes rebranding and relaunching Frooto with the tagline "Fun Pher Se" to bring back outdoor games and activities that kids enjoyed in the past. The strategy involves revamping packaging, launching an outdoor-themed TV commercial, digital ads, school promotions, and activating spaces like malls to reconnect with customers. A detailed annual media plan allocates the budget across television, radio, print, outdoor, and in-store activation channels.

1. #FUNPHERSE
FROOTO
REVAMPED

2. Company Background
• FROOTO Industries (Pvt.) Limited was established in
1985 as fruit juice manufacturer
• Natural fruit pulp,popular amongst kids and youngsters
• Previously, only carbonated and traditional drinks such
as Rooh-Afza, Naurus etc. were in market
• Frooto was a star brand
• Parents of school going kids would prefer to buy a fruit
juice like Frooto over carbonated drinks.

3. Problem Statement
Frooto has lost its market
share due to no communicat
ion on any medium. They
never advertised on TV or
any other platforms. They
never changed their
packaging. They have no
product positioning strategy.

4. Major competitors:
 Slice
 Maza by Popular
 Shezan
COMPETITOR
ANALYSIS

5. Competitor Analysis
SLICEJUICE MAZABYPOPULAR SHEZAN
CompanyProfile
SliceisPepsiCo’sJuiceDrinkbrand,launched
in2007inPakistan.
PopularGroupisoneofthemost diversified
businessconglomeratesinPakistanwithoperations
Sinceitsinceptionin1964,Shezanhasevolvedintoa
top-notch,internationallyacclaimedfoodbrand
KeyCompetitive
Advantage
SliceisownedbyPepsico. VarietyofFlavors.
Freshest fruitsandvegetablesfromourtheirown
orchards,
TargetMarket SEC-ABCD(YoungAdults) SEC-ABCD(YoungAdults) SEC-ABCD
MarketingStrategy EffectiveAvailability&GoodFlavor PenetrationinInteriorSindh. Innovationindiffernet category
Product&Services BeverageCategory(Juice)
DiversifiedbusinessconglomeratesinPakistan.
manufacturingindustry,tradeindustry,food&juice
industryandserviceindustry
Shezaninthemanufacturing,tradingandsaleofjuices,
pickles,jams,ketchupsetc.,
Pricing Rs.25/- Rs20/- Rs20/-
ProductVariety Availablein200ml,250ml,500mland1litre. Availablein 250ml,500ml Availablein200ml,250ml1000ml,
Strength
Topofmind,MultinationalProduct,Effective
Advertising,
Diversifiedbusiness, Qualityanddiversifiedproducts
Weakness NoVarietyinFlavors. availableinsecific cities lowadvertisment
Company
Highlights
Market
information
Product
information
SWInformation

6. Frooto SWOT Analysis
STRENGTHS
 Strong name in past
 Economical Price
WEAKNESSES
 Poor Distribution
 Poor Branding and Advertising
 Lack of Innovation & market trend
 Weak TOM
OPPORTUNITIES
 Huge Population to grow business.
 National Brand
 Versatile Promotional mediums available
 Product development and diversification
THREATS
 Strong competition
 Variety in flavors by competitors

7. Target Market
DEMOGRAPHIC:
Age Group: 6 years and above.
Social Classes: SEC: A, B, C
PSYCHOGRAPHICS:
School going kids who love to play and participate in
playful activities. Kids who are adventurous and
curious
GEOGRAPHIC:
Major Cities of Sindh, Pakistan: Karachi, Hyderabad.

8. Objectives
• To reintroduce Frooto into the market.
• To reposition the brand and build brand equity.
• To penetrate into the market.
• To create a long lasting image and connect with a
larger audience.

9. Reasons to Relaunch
• Huge market
• Low taxes and duties
• Market Gap
LONG TERM GOAL:
To win back the lost brand identity and continue to be
a market leader in the juice category.

10. Strategy
Our strategy revolves around the following goals that we need to achiev
e for Frooto.
• To build brand awareness
• Increase Brand Recall
• To Promote Products
• Influence Purchase
• Engage Audience through creative content
• Engage Target Audience with activities
• Generate Product Trials
• Brand Association with our Target Audience

12. BIG IDEA

13. Creative Idea
Frooto, a juice that every 90’s kid has consumed has now been replaced by other juic
e brands. Just like mobile phone games, tablets and PlayStation have replaced the ou
tdoor games and activities.
So, why not bring both the traditions back? Our creative idea runs around this thought
i.e.
TAGLINE
“FUN PHER SE”

15. AMPLIFICATIONS

16. ATL
TVC Concept
A group of children are playing in a house on a play-station and suddenly the p
ower goes out.. so since its summer time its hot inside the house ... meanwhile
they hear a sound which attracts them outside they see a frooto trike.. due to th
e summer heat they need something to quench their thirst they buy juice and w
ith the first sip they are teleported into an animated play ground which makes t
hem excited and they start playing... at the end the tagline will come fun phir se
....

17. BTLIn BTL we will arrange games and outdoor activities for children and will
visit the schools.
We will offer school canteens,super markets free refrigerators like coke
and Pepsi do.
Shop branding in school canteens.
We will introduce Frooto trikes like Igloo and Walls that will operate near
parks and our other BTL activities.
We will brand kids play areas in malls (Trampolines, Jungle Gym etc).

18. DIGITAL
#FunPherSe
Social media influences on Facebook and YouTube while on Instagram, cele
brities will be used for promotional purposes and for creating hype. (Show th
em playing outdoor games like Hopscotch and Cricket).
DVC same as the TVCs will be promoted on the digital platforms.
Social media posts revolving around the campaign, for example comparison
of today's kid with a 90’s kid.

19. PACKAGING

20. OLD PACKAGING

21. Packaging Revamp

22. Packaging Revamp

23. Packaging Revamp

24. Packaging Revamp

25. PRINT AD

26. Social Media Creatives/FB page

27. MEDIA PLAN

28. Summary – Media Plan
Medium Spend SOS
Television 5,200,000Rs 55.93%
Digital 273,000Rs 2.94%
Radio 850,000Rs 9.14%
Print 330,000Rs 3.55%
Activation 980,000Rs 10.54%
OOH 1,665,000Rs 17.91%
TOTAL 9,298,000Rs 100.00%
SUMMARY

29. TV Plan
Media Plan
FROOTO - ANNUAL PLAN
Television
Start Date 01/01/2020
End Date 01/31/2020
Budget Rs 5,200,000
# Channel Copy Variant Copy Duration Start Date End Date Days Rate Method Spots Media Cost
1 ARY Digital Main Thematic 60s 01/01/2020 01/31/2020 31 Rs 150,000 Per Spot 8.0 Rs 1,200,000
2 HUM TV Main Thematic 60s 01/01/2020 01/31/2020 31 Rs 100,000 Per Spot 8.0 Rs 800,000
4 GEO Entertainment Main Thematic 60s 01/01/2020 01/31/2020 31 Rs 100,000 Per Spot 8.0 Rs 800,000
5 Cartoon Network Main Thematic 60s 01/01/2020 01/31/2020 31 Rs 45,000 Per Spot 30.0 Rs 1,350,000
6 Nickelodeon Main Thematic 60s 01/01/2020 01/31/2020 31 Rs 35,000 Per Spot 30.0 Rs 1,050,000
Total 01/01/2020 01/31/2020 31 Rs 5,200,000

30. Digital
FROOTO - ANNUAL PLAN
Digital
Start Date 01/01/2020
End Date 03/31/2020
Budget Rs 273,000
# Channel Copy Variant Copy Duration Ad Unit Days Rate Method Impressions Media Cost
1 Facebook Main Thematic 60s Post Promotion 31 $ 1.00 CPM 100,000.0 $ 100.00
2 YouTube Main Thematic 60s In-Stream 31 $ 1.50 CPM 400,000.0 $ 600.00
4 Local Publishers Main Thematic 60s Banner Video 31 $ 3.00 CPM 150,000.0 $ 450.00
5 Facebook Adapt 1, 2, 3 15s Post Promotion 31 $ 1.00 CPM 100,000.0 $ 100.00
6 YouTube Adapt 1, 2, 3 15s In-Stream Non Skip 31 $ 2.50 CPM 200,000.0 $ 500.00
Total 91 $ 1,750.00

31. Radio
Media Plan
FROOTO - ANNUAL PLAN
Radio
Start Date 01/01/2020
End Date 02/29/2020
Budget Rs 850,000
# Channel Copy Variant Copy Duration Start Date End Date Days Rate Method Spots Media Cost
1 FM 106.20 Main Thematic 30s 01/01/2020 01/31/2020 31 Rs 15,000 Per Spot 18.0 Rs 270,000
4 FM 107 Main Thematic 30s 01/01/2020 01/31/2020 31 Rs 10,000 Per Spot 18.0 Rs 180,000
5 FM 106.20 Adapt 1 15s 02/01/2020 02/29/2020 29 Rs 15,000 Per Spot 16.0 Rs 240,000
8 FM 107 Adapt 1 15s 02/01/2020 02/29/2020 29 Rs 10,000 Per Spot 16.0 Rs 160,000
29
Total 01/01/2020 02/29/2020 60 Rs 850,000

32. Print
Media Plan
FROOTO- ANNUAL PLAN
Print
Start Date 01/01/2020
End Date 02/16/2020
Budget Rs 330,000
# Channel Copy Variant Ad Unit Placement Month Time Days Rate Method Media Cost
1 Fashion Central Empathetic Half Page Inside Insert Jan 1st Weekend 2 Rs 50,000 Flat Rs 100,000
2 SHE Empathetic Half Page Inside Insert Jan 1st Weekend 2 Rs 50,000 Flat Rs 100,000
3 Women's Own Empathetic Half Page Inside Insert Jan 1st Weekend 2 Rs 40,000 Flat Rs 80,000
4 Young World Empathetic Half Page Inside Insert Jan 1st Weekend 2 Rs 25,000 Flat Rs 50,000
Total 1 Rs 330,000

33. OOH
Media Plan
FROOTO - ANNUAL PLAN
OOH
Start Date 01/01/2020
End Date 01/31/2020
Budget Rs 1,665,000
# Placement Placement Placement Start Date End Date Days Rate Method Media Cost
1 KHI Hoardings Main Roads/Traffic 01/01/2020 01/31/2020 15 Rs 111,000 Flat Rs 1,665,000
Total 1 Rs 1,665,000

34. Activation
# Placement Placement Placement Start Date End Date Days Rate Method Media Cost
1 Dolmen Clifton KHI Kiosk Main Floor 01/01/2020 01/07/2020 7 Rs 70,000 Flat Rs 490,000
2 LuckyOne KHI Kiosk Main Floor 01/01/2020 01/07/2020 7 Rs 70,000 Flat Rs 490,000
Total 1 Rs 980,000
Media Plan
FROOTO - ANNUAL PLAN
Activation
Start Date 01/01/2020
End Date 01/07/2020
Budget Rs 980,000