COMPANY INTRODUCTION

ENGRO FOODS

0 Subsidiary of Engro Corporation Ltd incorporated in 2005

1 Major Brands: Olpers Milk, Tarang, Omore and Olfrute

OLFRUTE
2 Launchded in 2010

3 Pure Nectar Juices

4 6 flavors

5 Failed Launch resulting in only 1% current market sare

6 Flavors: Mango, Apple, Orange, Peach, Gauva, Grape

7 SKU: 200 ml, 1 liter

8 Price: Rs. 20 - 25, Rs. 90 - 105

9 Promotion: 2 TVCs at launch

10 Placement: Few Outlets

COMPETITION
DIRECT:

11 Nestle

12 Shezan

13 Minute Maid

INDIRECT:

14 Pepsi

15 Coca Cola

16 Other Beverage Brands

COMPETITOR ANALYSIS
NESTLE FRUITA VITALS:

Product: Pure Nectars and diluted

Price: Price skimming

Placement: All markets

Promotion: Psychographic, Young Adults/Couples

SKU sizes: 200 ml and 1 liter packs

SHEZAN ALL PURE:

Product: Pure Nectars

Price: Market follower, right behind Nestle

Placement: Major retail outlets and departmental stores

Promotion: Only during launch, Cashing on strong brand equity and awareness

SKU sizes: 200 ml and 1 liter packs

MINUTE MAID:

Product: Synthetic pulp juices, just introduced new flavor

Price: Market skimming strategy

Placement: Available at most retail outlets, large and small

Promotion: Aggressive brand activation at launch, backed up by TVCs in summers

SKU sizes: 300 ml and 1 liter packs

COLAS:

Product: Pepsi and Coke

Price: Market penetration and pricing

Placement: All major markets

Promotion: Aggressive year round promotions

SKU sizes: 250 ml, 300 ml, 500 ml, 1 liter, 1.5 liters, 2.25 liters

SWOT ANALYSIS
STRENGTHS:

17 Parent company support

18 Low financial constraints

19 Effective, in-place distribution networks

20 Engro foods having an established and strong brand image

WEAKNESSES:

21 Lack of effective communication in mass media

22 No well defined target market

23 Already a failed product

OPPORTUNITIES:

24 Growing market

25 People shifting from soft drinks to more healthy drinks

26 The "healthy" product market is expanding

THREATS:

27 Competition in market

28 Nestle's strong market presence and placement

29 Increase in number of substitutes

MARKETING OBJECTIVES
CONSUMER OBJECTIVES:

30 Replenish energy

31 Quench Thirst

32 Taste

MARKETING OBJECTIVES:

33 Become the most preferred fruit juice drink in Pakistan

34 Consumer perception of best quality fruit drink

 35 Identify and implement unique and effective brand positioning

36 Attain high brand loyalty

37 Be the best value for money brand

MARKETING TARGETS:

38 Capture 15% market share within the first year

39 Increase market presence through proper utilization of Engro Foods distrbution channels

USP
A juice that provides an instant surge in energy, which quenches thirstand has a pleasant taste
resulting in a experience of a refreshing sensation for the consumer.

PROPOSED MARKETING STRATGY FOR REVAMP

SEGMENTATION, TARGETING AND POSITIONING
SEGMENTS IDENTIFIED:

40 Housewives

41 Atheletes and Fitness Professionals

42 Working Women

43 Teens

44 Professionals/Executives

TARGETING:

45 Maximize lifetime customer value

46 Bring about a chaing in perception of fruit juices

POSITIONING:

47 Lifestyle and psychographic

48 Young, active, health concious and adventurous teens

49 Focus on the functional features of the product

AIDA MODEL APPROACH

INTEREST:

Create interest through teaser campaigns at relaunch and brand activations (ATL, BTL & TTLs)

AWARENESS:

Spread awareness about Olfrute and benefits of fruit juices (energetic and healthy)

DESIRE:

Get Brand Ambassadors which will appeal the youth

Action = Sales

ACTION PLAN

PRODUCT DIFFERENTIATION
NEW FLAVORS - EXOTIC:

A new line extension to be introduced which will include seasonal variants like Passion fruit

CHANGE IN PACKAGING:

New SKU of 330 ml and 1 Liter

Pack design change for 200 ml juice packs (no straw, just rip and sip

Design change - half red (brand association with Olpers) and half fruit colors

PRODUCT PRICING STRATEGY

PRICE SKIMMING:

High quality premium juice

MATCH PRICES WITH NESTLE:

We are competing on product differention and not on pricing

PROCUCT PLACEMENT
ENGRO FOODS:

50 Robust distribution network in place

51 High market presence and reach

OLFRUTE:
 52 Utiized Engro Food's established distribution network for retail stores

TEEN FOCUSED:

53 Placement in schools, colleges and universities

54 Tuc shops

PROMOTIONAL STRATEGY
BRAND ACTIVATION:

55 Concerts and Campus drives

56 Inter University Fitness competions

ATL:

57 Teaser Campaign for 15 days

58 Unveiling of complete campaign

59 TVCs

60 Radio Ads

BTL:

61 Trade and Retail promotions

62 Billboards

63 Print Media

PROMOTIONAL STRATEGY - 1ST QUARTER

64 Teaser Campaign for 15 days on Electronic Media, Radio, Billboards and Print Media

65 Unveiling of the main campaign and brand ambassadors

66 Brand Activation drive starts in major schools and universities - 12 concerts in 12 months

TEASERS

TEASER AD 1:

67 Old jingle 'Tazgi Jaga reh'

68 Singing whistle tune (unable to complete tune)

 69 Guy's feet walking in a park

70 Morning time

71 Rip and Sip

TEASER AD 2:

72 Old jingle 'Tazgi Jaga reh'

73 Singing whistle tune (unable to complete tune)

74 Woman's feet walking in a park

75 They meet and drink something

76 Rip and Sip

PROMOTIONAL STRATEGY - 2ND & 3RD QUARTER

Introduce new flavors

Introduce trade promotions and retail incentives

Continued focus on campus drive and concerts

Maintain strong media presence on TV, Radio, Billboards and Print

PROMOTIONAL STRATEGY - 4TH QUARTER

BRAND ACTIVATION:

77 Campus concerts coming to an end

78 Inter university fitness competition

ATL & BTL:

79 Maintain media presence but not as aggressive as before

80 Focus more on trade promotions to encourage distributors to carry Olfrute and its
variants

MEDIA PLANNING
TVCS:

Time Slots - 7 pm to 10 pm (GEO TV, URDU1, ARY ZINDAGI, HUM TV, ARY DIGITAL, PLAY TV, SEE
TV, GEO SPORTS, AXN, NICKALODEON, CARTOON NETWORK, HBO)

RADIO COMMERCIALS:

Time Slots - 7 am to 9 am, 3 pm to 9 pm, 12 am to 2 am

BILLBOARDS:

Karachi, Lahore, Islamabad, Rawalpindi, Faisalabad, Multan

BRAND ACTIVATIONS:

Concerts and fitness competions in universites throughout 12 months

INTEGRATIONS:

On game shows and morning shows

MARKETING BUDGET
Marketing Budget Breakup % PKR (Million)

TVCs 50% 216

Radio 15% 65
Print 10% 43.2
BillBoard 15% 65
Brand Activation 10% 43.2

TOTAL 100% PKR 432 Million

SALES FORECAST
81 Juice Markets (Nectars and Still Drinks) stood at 28 litres

TOP DOWN APPROACH TO FORECAST SALES

82 Market growth at 14% CAGR in 2018

83 Expected beverage inflation is estimated to be around 13% CAGR

84 Olfrute Nutrina target market share of 15% in 2018