Product strategy

PRAN frooto has a considerable share in the juice category market. The other competitors are shezan, acme, aarong etc. The way frooto is marketed, is cheerful and festive and drew a lot of likers. Frooto is all about real drops of real mango in a thisrsty moment. However, its not a regular snacks/fast food drink (i.e., with burgers, French fries etc). People who eats fast food are mainly in urban areas. Many people in urban areas seem to like carbonated beverages with regular recipes- not to mention the recent juice bars growing everywhere in Urban areas show a considerable interest of the segment. As a team, our target is to redesign the packaging and set it for consuming with fast food rather than coke, pepsi, or other carbonated beverages.The aim for such a strategy is to stand out from the regular segment which is youth centric to a more stable, regular drink. Its for sure that Pran frooto already standing firmly from the interest of the young people, but new strategies that associates pran frooto to be a real mango drink with fast food will increase the potential of the product and increase both sales and revenue. A product strategy that will position frooto in fast food beverage segment has to have a solid reason, for its already preoccupied with other soft drinks. our strategy is to place this new bottle in chains and outlets that serve fast food. Fast food beverage market is dominated by coke, pepsi, fanta and other soft drinks. Before anything else, a redesigned new packaging will help place the product in the segment. We want the new guy to talk. New packaging will focus more on the deliciousness of frooto in every small and big event that calls for fast food. Coca cola and pepsi definitely has a considerable impact in the decision making process when it comes to chosing drinks among carbonated water, juice or mineral water. While pran already has a young positive energy, targeting a broader market segment which is already dominated by carbonated beverages will enable frooto to discover a new customer base.Pran frooto is a mango juice. While carbonated beverages definitely does their job, but does not focus on the ingredients. But It's not like that suddenly people will prefer frooto over other carbonated beverages with fast food, so we have planned to serve pran frooto in "Set meals" by the fast chains and outlets. In the fast food shops, we want frooto to be served in glass bottle while to give the sense of real fruit juice not merely a fruit drink. Set meals are very popular in the fast food shops, mostly because of its affordability, all round compact and served with a drink. The practice of keeping carbonated beverages in fast food shop is a long timer, before trying to disrupt the whole segment, serving pran frooto in set meals will create a new practice. Usual perception draws mango in summer, why not make it a drink for 12 months? PRAN proudly sponsors many mango farmers for their huge intake of mangoes every year. Mango every day in the year! With a product strategy focusing on an integrated marketing concept, pran frooto can gain bigger market share with diverse segments. Existing market potential can be increased through more communication and involvement with the existing segment. Continuous campaigns to more clearly communicate with the customers (such as social media campaigns, give away campaigns etc) will help more to position pran frooto as a fast food drink. why drink carbonated water when you can have mango?