MARKETING PLAN FOR REAL FRUIT JUICE

REAL FRUIT JUICE (Dabur India Limited)

Presented by-
NAME-
UID-
SECTION-

Table of Contents
EXECUTIVE SUMMARY.................................................................................................2
INTRODUCTION...............................................................................................................3

1
ABOUT THE BRAND REAL FRUIT JUICE....................................................................3
MARKETING OBJECTIVE...............................................................................................5
SWOT ANALYSIS.............................................................................................................7
COMPETITION ANALYSIS.............................................................................................8
STRATEGY OF COMPETITORS....................................................................................10
METHODOLOGY............................................................................................................13
MARKETING STRATEGY.............................................................................................14
GEOGRAPHY-WISE SALES TARGET..........................................................................17
POSITIONING..................................................................................................................19
MARKETING MIX...........................................................................................................21
PESTEL ANALYSIS........................................................................................................23
BCG MATRIX..................................................................................................................26
MARKETING BUDGET..................................................................................................27
MONITORING, EVALUATION AND REVIEW OF THE PLAN.................................28

EXECUTIVE SUMMARY
REAL FRUIT JUICE, a leading global fruit juice brand owned by Dabur India Limited,
has established itself as a market leader by offering high-quality, 100% natural juices.
The brand is focused on meeting the growing demand for health-conscious beverages by
providing a wide range of products, including classic fruit juices, blends, and fortified
options.
2
This marketing plan for FY 2023-24 outlines the strategies to expand REAL FRUIT
JUICE's market share, particularly in Tier 2 and Tier 3 cities, while maintaining its
premium positioning in Tier 1 cities. The primary goals are to achieve 20% revenue
growth and increase market share by 5%, focusing on expanding distribution networks,
enhancing brand visibility, and promoting health and wellness messaging.
Key initiatives include:
1. Product Innovation: Introducing new variants and low-calorie options to cater to
evolving consumer preferences.
2. Promotion and Advertising: Leveraging both traditional and digital media
channels to engage health-conscious consumers.
3. Sustainability: Strengthening REAL FRUIT JUICE’s position as an
environmentally responsible brand through eco-friendly packaging and
sustainable sourcing.
4. Geographic Expansion: Targeting emerging markets in semi-urban and rural
areas to drive growth through affordable pricing and tailored offerings.

INTRODUCTION

REAL FRUIT JUICE, a premium fruit juice brand owned by Dabur India Limited, was
founded in 1947 by Anthony T. Rossi. Known for its high-quality, 100% natural fruit
juices, REAL FRUIT JUICE has become a leader in the global juice market, available in

3
over 70 countries. The brand focuses on offering a range of products, including pure
juices, blended options, and fortified drinks, catering to health-conscious consumers.
With a commitment to pure and natural nutrition, REAL FRUIT JUICE emphasizes
no added sugars and no preservatives in its juices. The brand’s presence spans Tier 1
cities and is expanding into Tier 2 and Tier 3 cities by adapting products to regional
tastes.
REAL FRUIT JUICE is also focused on sustainability, sourcing fruits responsibly and
exploring eco-friendly packaging solutions. The marketing plan aims to increase market
share, promote health benefits, and drive revenue growth through innovative strategies
and consumer engagement.

About the Brand REAL FRUIT JUICE

REAL FRUIT JUICE, a leading juice brand, was established in 1947 by Anthony T.
Rossi in Bradenton, Florida. Initially focused on fresh orange juice, REAL FRUIT JUICE
became a pioneer in the juice industry with its innovations, such as the introduction of
pasteurized orange juice, which extended shelf life without compromising quality. In
1998, the brand was acquired by Dabur India Limited, integrating REAL FRUIT JUICE
into one of the world’s largest beverage companies.

Today, REAL FRUIT JUICE is synonymous with high-quality, natural fruit juices. Its
product portfolio includes 100% pure fruit juices, blended varieties, and fortified options
with added vitamins and minerals, catering to diverse consumer needs. REAL FRUIT
JUICE maintains a strong presence in over 70 countries, consistently ranked as a trusted
and preferred brand in the juice category.

The brand's mission is to provide "Pure and Natural Nutrition" to consumers while
aligning with health trends. Its marketing strategies emphasize authenticity, health
benefits, and the joy of consuming fresh fruits in every sip.

Milestones:

 1947: REAL FRUIT JUICE founded; focused on fresh orange juice.

 1954: Introduced the "flash pasteurization" technique, revolutionizing the juice

industry.

 1998: Acquired by Dabur India Limited, leading to global expansion.

 2009: Expanded product offerings to include low-calorie and sugar-free variants.

 2015 onwards: Increased focus on sustainability and eco-friendly packaging.

4
Brand Philosophy:

REAL FRUIT JUICE is dedicated to offering beverages that not only taste good but also
contribute to a healthy lifestyle. The brand appeals to health-conscious consumers with
its commitment to quality and purity, positioning itself as a reliable partner in wellness.

Consumer Trust:

REAL FRUIT JUICE’s strong brand equity stems from its reputation for consistent
quality and innovative products. The brand's wide range of options ensures it caters to
diverse palates, from classic orange juice lovers to those seeking exotic blends or
functional beverages.

Turnover (₹ Crore)
₹3,200
₹3,000

₹2,500

₹1,800

₹1,000

₹500
₹150

2000 2005 2010 2015 2020 2023 2024 (Projected)

Table - 1

MARKETING OBJECTIVE
The marketing plan for REAL FRUIT JUICE Juice is designed with clear and measurable
objectives to drive growth, strengthen market presence, and align with evolving
consumer demands. These objectives focus on increasing revenue, expanding market
share, and enhancing brand loyalty through innovative product offerings and strategic
marketing initiatives.

5
Revenue and Profit Goals:

1. Achieve a Revenue Growth of 20%:

Increase annual revenue by 20%, reaching ₹2,500 crore by the end of the fiscal
year. This will be achieved through market penetration, product diversification,
and promotional campaigns.

2. Boost Profit Margins by 15%:

Implement cost optimization strategies across production, distribution, and
marketing to improve overall profitability while maintaining product quality.

Market Share Expansion:

1. Expand Market Share by 5%:

Capture an additional 5% of the juice market by targeting urban millennials,
health-conscious individuals, and emerging semi-urban markets. REAL FRUIT
JUICE will leverage its premium positioning and new product launches to
compete effectively.

2. Strengthen Presence in Tier-2 and Tier-3 Cities:

Deploy aggressive distribution and promotional campaigns in semi-urban and
rural areas to tap into the growing demand for health-oriented beverages.

Product Innovation and Launches:

1. Launch Three New Product Variants:

Introduce innovative products catering to regional tastes, such as tropical fruit
blends and functional juices with added nutrients, to address diverse consumer
preferences.

2. Develop a Low-Calorie Range:

Cater to the increasing demand for healthier beverage options by introducing a
line of low-calorie and sugar-free juices.

Brand Awareness and Engagement:

1. Increase Digital Engagement by 30%:

Utilize social media platforms and digital campaigns to enhance REAL FRUIT
JUICE's online presence and interact with health-conscious consumers.

2. Collaborate with Influencers and Nutrition Experts:

Partner with health and wellness influencers to build credibility and foster brand
advocacy.

Sustainability Goals:

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1. Adopt Sustainable Packaging:
Transition to eco-friendly packaging materials, aiming to achieve 50% recyclable
or biodegradable packaging by the year-end.

2. Promote Eco-Conscious Initiatives:

Launch campaigns highlighting REAL FRUIT JUICE’s commitment to
sustainability to build a positive brand image among environmentally aware
consumers.

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SWOT ANALYSIS

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STRENGTH WEAKNESS
Strong brand equity Premium pricing
Global distribution Limited local flavor
network options
Diverse product Dependence on
portfolio imported raw materials
Health-oriented image Limited penetration in
semi-urban and rural
areas

OPPORTUNITY THREAT
Rising health awareness Intense competition
Expansion into Fluctuating raw
emerging markets material costs
Adoption of Regulatory challenges
sustainability initiatives Changing consumer
Growth in functional preferences
beverages Impact of economic
slowdowns

9
COMPETITION ANALYSIS
The competition in the juice and beverage industry is intense, with REAL FRUIT JUICE
facing significant challenges from both global and regional players. The following
analysis outlines the key competitors, their strategies, and REAL FRUIT JUICE’s
position in the market.

Market Share (%)

33% 30%

10% 15%
12%

Real Fruit Juice Dabur Paper Boat Hector Beverages Minute Maid Coca-Cola
B-Natural ITC Others Regional/Local

TABLE -2

Competitive Strategies

1. Real Fruit Juice (Dabur):

o Targets price-sensitive consumers with affordable offerings.

o Extensive rural market penetration.

o Leverages its established FMCG distribution network to reach remote

areas.

2. Paper Boat (Hector Beverages):

o Focuses on nostalgia and authenticity with region-specific flavors like

Aam Panna and Jaljeera.

o Strong branding aimed at millennials and urban markets.

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 3. Minute Maid (Coca-Cola):

o Utilizes Coca-Cola’s vast distribution and marketing capabilities.

o Offers functional beverages with added nutrients and vitamins.

4. B-Natural (ITC):

o Emphasizes its "100% natural with no preservatives" tagline to attract

health-conscious consumers.

o Local sourcing ensures cost competitiveness and regional appeal.

REAL FRUIT JUICE’s Competitive Position

REAL FRUIT JUICE holds a premium position in the market, competing primarily on
quality and health benefits. Its key advantages include:

 Global Brand Recognition: Trusted by health-conscious consumers worldwide.

 Premium Product Offerings: Focus on 100% pure fruit juices with no added
sugar or preservatives.

 Parent Company Support: Dabur India Limited’s financial resources and

marketing expertise enhance REAL FRUIT JUICE’s reach and branding.

Percentage G rowth (%)

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
Real Fruit Juice Paper Boat Minute Maid B-Natural Others
-5.00%

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STRATEGY OF COMPETITORS
The juice and beverage market is marked by diverse strategies employed by competitors
to gain market share. REAL FRUIT JUICE’s competitors leverage various approaches,
such as pricing, branding, product diversification, and distribution, to strengthen their
positions. Below is an analysis of their strategies:

Competitor Strategy

Real Fruit
- Affordable pricing to attract price-sensitive customers.
Juice

- Strong presence in rural and semi-urban markets through extensive

distribution.

- Focus on family-oriented branding to appeal to mass consumers.

- Emphasis on regional and traditional flavors like Aam Panna, Jaljeera,

Paper Boat
and Kokum.

- Nostalgic branding targeting millennials and urban consumers.

- Unique, eco-friendly packaging to enhance brand appeal.

- Leverages Coca-Cola’s vast distribution network to ensure global

Minute Maid
availability.

- Introduces fortified beverages with added vitamins and nutrients to

attract health-conscious consumers.

- Competitive pricing strategy to maintain affordability.

B-Natural - Strong focus on health with "100% natural, no preservatives" branding.

- Locally sourced ingredients to resonate with Indian consumers and keep

costs low.

- Partnerships with modern trade and e-commerce channels for better

visibility.

Regional - Highly localized products tailored to regional tastes and preferences.

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Competitor Strategy

Players

- Competitive pricing to attract price-sensitive customers in specific

geographies.

- Leveraging cultural appeal through traditional recipes and marketing

campaigns.

Key Insights

1. Price Differentiation:
Real Fruit Juice and regional players dominate with low-cost offerings, catering to
a broad customer base in price-sensitive markets.

2. Flavors and Localization:

Paper Boat and regional brands excel by focusing on unique, region-specific
flavors, which appeal to consumers seeking authenticity and nostalgia.

3. Health and Wellness Focus:

Minute Maid and B-Natural emphasize fortified products and natural ingredients
to attract health-conscious consumers.

4. Branding and Packaging:

Paper Boat leads with innovative, eco-friendly packaging and storytelling, which
resonates with younger, urban audiences.

5. Distribution Strength:
Coca-Cola and Dabur leverage extensive distribution networks, reaching even the
most remote areas, ensuring consistent product availability.

Strategic Recommendations for REAL FRUIT JUICE

 Enhance Regional Offerings: Introduce flavors inspired by Indian traditions to

compete with brands like Paper Boat and regional players.

 Expand Distribution: Strengthen supply chain capabilities in Tier-2 and Tier-3

cities to match competitors like Real and Minute Maid.

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 Affordable Product Line: Introduce a value-focused range to cater to price-
sensitive consumers in semi-urban and rural areas.

 Leverage Digital Platforms: Use innovative digital marketing campaigns to

emulate the success of Paper Boat's urban engagement strategies.

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METHODOLOGY
The methodology for this marketing plan combines primary and secondary research to
gather insights into consumer preferences, market trends, and competition.

1. Primary Research

 Consumer Surveys: A survey of 500 respondents from urban and semi-urban

areas focused on juice preferences, purchasing behavior, and brand perception.

 Focus Groups: Discussions with consumers in metro cities to understand

motivations behind brand loyalty and preferences for health-conscious products.

 Retailer Interviews: Conversations with retailers and distributors to understand

distribution challenges and market demand.

2. Secondary Research

 Industry Reports: Analysis of market research from Nielsen and Euromonitor to

understand market growth, consumer trends, and key competitors.

 Government Publications: Insights from food regulations and sustainability

policies affecting the juice industry.

 Competitive Analysis: Study of competitor strategies, market share, and product

offerings.

3. Data Analysis

 Quantitative: Statistical tools like Excel and SPSS were used to analyze survey
data, focusing on trends, preferences, and brand loyalty.

 Qualitative: Thematic analysis of focus group and interview data to identify

insights into consumer attitudes and emerging market trends.

4. Interpretation and Reporting

The research findings were used to refine REAL FRUIT JUICE's marketing strategy,
focusing on product innovation, market expansion, and brand positioning.

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MARKETING STRATEGY
The marketing strategy for REAL FRUIT JUICE Juice focuses on expanding its market
share, building brand loyalty, and capitalizing on consumer trends toward health and
wellness. The strategy includes targeting new customer segments, launching innovative
products, and leveraging digital channels for effective communication.

1. Target Market

 Health-Conscious Consumers: Focus on consumers looking for natural,

nutritious beverages, particularly in urban and semi-urban areas.

 Millennials and Young Adults: Emphasize convenient, ready-to-drink juice

options, catering to the growing demand for healthy and on-the-go beverages.

 Families: Promote REAL FRUIT JUICE as a family-friendly brand offering

quality, wholesome products for all age groups.

 Rural and Semi-Urban Markets: Expand presence in Tier-2 and Tier-3 cities by
offering affordable product lines and strengthening distribution channels.

2. Positioning

REAL FRUIT JUICE will be positioned as a premium, health-focused juice brand that
provides pure, natural, and nutritious beverages. The brand will highlight its commitment
to quality, sustainability, and the importance of healthy living. Key positioning
statements:

 "Pure and Natural Nutrition": Emphasizing 100% real fruit juices with no
added sugars or preservatives.

 "For a Healthier You": Focused on consumers who prioritize wellness and

healthy lifestyles.

3. Product Strategy

 Innovative Product Launches: Introduce new product variants, such as tropical

fruit blends, low-calorie juices, and fortified options with added vitamins and
nutrients.

 Regional Flavors: Cater to local taste preferences by offering region-specific

flavors to compete with brands like Paper Boat.

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  Premium and Value Segments: Maintain a balance of premium offerings for
health-conscious consumers and more affordable options to reach price-sensitive
markets.

4. Pricing Strategy

 Value-Based Pricing: Maintain premium pricing for high-quality, natural juices

while introducing lower-priced options to compete with value-driven competitors.

 Discounts and Promotions: Use seasonal promotions, bundle offers, and loyalty
discounts to attract both new and repeat customers.

5. Distribution Strategy

 E-commerce Growth: Increase visibility and sales through online platforms like
Amazon and local grocery stores, capitalizing on the rise of online grocery
shopping.

 Expansion into Rural and Semi-Urban Markets: Strengthen distribution

networks in Tier-2 and Tier-3 cities by collaborating with regional distributors
and retailers.

 Retail Partnerships: Partner with large supermarkets, hypermarkets, and modern

trade outlets to increase product availability and visibility.

6. Promotion Strategy

 Digital Marketing: Leverage social media, influencer marketing, and content

marketing to engage with younger, health-conscious consumers. Promote health
benefits and sustainability initiatives.

 Television and Print Campaigns: Use mass media to raise brand awareness
among family-oriented and older demographics, focusing on REAL FRUIT
JUICE’s health benefits.

 CSR and Sustainability: Launch initiatives focused on sustainability, such as

eco-friendly packaging and sourcing practices, to appeal to environmentally
conscious consumers.

7. Monitoring and Evaluation

 KPIs: Monitor key performance indicators such as sales growth, market share,
brand awareness, and customer engagement.

 Consumer Feedback: Regularly conduct surveys and gather feedback to

understand changing preferences and improve product offerings.

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 Sales Data: Track sales by region, product, and channel to identify trends and
optimize marketing efforts.

Tier wise %
45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Tropicana Real Fruit Paper Boat Minute Maid B-Natural Others
Juice

Tier 1 Cities Market Share (%) Tier 2 Cities Market Share (%)
Tier 3 Cities Market Share (%) Total Market Share (%)

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GEOGRAPHY-WISE SALES TARGET
To drive revenue growth and expand REAL FRUIT JUICE’s market share, a targeted
sales approach based on geographic segmentation is essential. This strategy focuses on
capitalizing on the strengths of different regions, catering to the unique needs of each
market, and leveraging REAL FRUIT JUICE’s brand appeal.

Regional Sales Breakdown

Sales Target
Region Key Focus Areas
(%)

- Expand in metro cities (Delhi, Chandigarh) and

North India 30%
semi-urban areas.

- Focus on health-conscious urban consumers and

families.

- Leverage strong consumer demand for tropical

South India 25%
flavors (e.g., mango).

- Emphasize product variety and health benefits for

urban and rural consumers.

- Strengthen distribution in Mumbai, Pune, and

West India 20%
Gujarat.

- Promote affordability for rural markets while

focusing on quality in urban areas.

- Expand REAL FRUIT JUICE’s presence in

East India 20%
emerging markets like Odisha and Bihar.

- Focus on rural markets with affordable product

variants.

Central and North- - Target emerging markets with promotional

5%
East India campaigns.

- Introduce budget-friendly variants to attract cost-

sensitive consumers.

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20
 Sales Target (%) Percentage Growth (%) Sales Target (%) Percentage Growth (%)
50 50

30 30

20 20

15 15
12 12
10 10

Tier 1 Cities Tier 2 Cities Tier 3 Cities

POSITIONING
REAL FRUIT JUICE positions itself as a premium, health-focused juice brand
offering 100% pure, natural fruit juices with no added sugars or preservatives. The
brand focuses on delivering high-quality, nutritious beverages that support a healthy
lifestyle, catering to health-conscious consumers.

Positioning Statement:

"For consumers seeking a healthy and natural beverage, REAL FRUIT JUICE provides
100% pure fruit juices that offer essential nutrients with no added sugars or
preservatives, making it the trusted choice for a healthier lifestyle."

Key Positioning Elements:

1. Health and Wellness: Emphasizing natural nutrition and the absence of artificial
ingredients.

2. Premium Quality: Offering high-quality juices made from the finest fruits.

3. Sustainability: Commitment to eco-friendly packaging and sustainable sourcing.

4. Taste and Variety: A diverse range of delicious, refreshing juices.

Target Audience:

 Health-conscious consumers and families looking for nutritious, natural

alternatives.

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  Millennials and young adults seeking convenient, on-the-go beverages.

Differentiation:

 REAL FRUIT JUICE vs. Competitors: Differentiates through its focus on

premium quality, no added sugars, and no preservatives, compared to competitors
like Real Fruit Juice and Minute Maid.

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MARKETING MIX
REAL FRUIT JUICE’s marketing mix focuses on delivering value through its Product,
Price, Place, and Promotion strategies. Each element is tailored to reinforce the brand’s
positioning as a premium, health-conscious juice brand.

1. Product

 100% Pure Juices: REAL FRUIT JUICE’s core offering includes pure fruit
juices with no added sugar, preservatives, or artificial flavors.

 Variety: REAL FRUIT JUICE offers a wide range of juices, including:

o Classic Flavors: Orange, Apple, Pineapple, etc.

o Blends: Tropical Fruit Blends, Berry Mixes.

o Fortified Juices: Juices with added vitamins and minerals for health-
conscious consumers.

o Low-Calorie Options: Health-focused juices catering to those seeking

weight management or low-sugar diets.

 Sustainability: Focus on eco-friendly packaging and responsibly sourced

ingredients.

2. Price

 Premium Pricing: REAL FRUIT JUICE positions itself as a premium brand,

with higher price points reflecting the quality, natural ingredients, and health
benefits.

 Value Options: In addition to premium offerings, REAL FRUIT JUICE will

introduce value-oriented products at more affordable prices to cater to price-
sensitive consumers, particularly in semi-urban and rural markets.

 Discounts and Promotions: Periodic promotions, bundle offers, and loyalty

discounts will help increase sales volume and consumer loyalty.

3. Place

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  Retail Channels: REAL FRUIT JUICE will be available in major supermarkets,
hypermarkets, and retail chains across urban and semi-urban areas. Focus on top-
tier stores for premium products and regional markets for affordable offerings.

 E-commerce: Leverage online grocery platforms like Amazon, BigBasket, and

Grofers to reach digitally-savvy consumers who prefer online shopping.

 Regional Expansion: Strengthen distribution in rural and semi-urban areas to

capture untapped markets through partnerships with regional distributors.

4. Promotion

 Digital Marketing: REAL FRUIT JUICE will leverage social media platforms
(Instagram, Facebook, YouTube) for influencer marketing, health-related content,
and engaging with younger, health-conscious consumers.

 Traditional Advertising: Use television, print, and outdoor campaigns to reach a

broader audience, especially targeting families and older consumers.

 Sustainability Campaigns: Highlight REAL FRUIT JUICE’s commitment to

sustainable packaging and eco-friendly practices, appealing to environmentally
conscious consumers.

 In-store Promotions: Use in-store displays, free samples, and promotions to

encourage trials, especially in new markets or during seasonal peaks.

Satisfaction Level

4.5

3.5

2.5

1.5

0.5

0
Product Price Place Promotion

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PESTEL ANALYSIS

25
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BCG MATRIX
REAL FRUIT JUICE is a 'Star' in Dabur India Limited's portfolio, showing high growth
in the beverages category.
Market Market Share Relative Market
Revenue
Product/Brand Share (Largest Market Growth
(Cr)
(Product) Competitor) Share Rate (%)
REAL FRUIT
25% 15% 1.67 10% ₹500 Cr
JUICE
Gatorade 35% 25% 1.40 8% ₹450 Cr
Pepsi 40% 30% 1.33 3% ₹2,000 Cr
Mountain Dew 20% 25% 0.80 5% ₹800 Cr

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MARKETING BUDGET

REAL FRUIT JUICE Marketing Budget Allocation for FY 2023-24

Budget
Category Allocation (₹ Description
Crore)
Focused on mass media (TV, print, digital ads) for
Advertising ₹75 Crore brand awareness, new product launches, and
seasonal campaigns.
Promotions & In-store promotions, seasonal offers, bundle
₹50 Crore
Discounts discounts, and retailer incentives.
Investment in understanding consumer
Market Research & preferences, market trends, and competitor
₹25 Crore
Consumer Insights analysis to fine-tune product offerings and
marketing strategies.
Digital Marketing ₹70 Crore Social media campaigns, influencer partnerships,
content marketing, and search engine optimization

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 Budget
Category Allocation (₹ Description
Crore)
(SEO).
Sponsorship of health-related events, fitness and
Sponsorships &
₹40 Crore wellness programs, and product sampling at
Events
sporting events.
Retailer partnerships, sales team training, trade
Sales Force & Trade
₹30 Crore incentives, and promotional materials to support
Marketing
the product in retail outlets.
Packaging & Investment in packaging redesign, eco-friendly
₹20 Crore
Product Design initiatives, and new product packaging designs.
Public Relations & Community outreach, environmental sustainability
₹15 Crore
CSR initiatives, and brand reputation management.
Expanding distribution channels, ensuring product
Distribution &
₹30 Crore availability in both urban and rural markets, and
Logistics Support
strengthening e-commerce presence.
Reserved for unforeseen marketing opportunities,
Contingency Fund ₹15 Crore adjustments due to market shifts, or emerging
trends.

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MONITORING, EVALUATION AND REVIEW OF THE PLAN
Activity Metrics/Indicators Frequency Action/Outcome
Track progress towards
Sales Performance:
Monitoring Monthly/Quarterly sales targets and adjust
Revenue, volume of sales
strategies if necessary.
Market Share: REAL Measure market share
FRUIT JUICE’s market Monthly/Quarterly growth and evaluate
share vs competitors competitiveness.
Brand Awareness: Survey Assess the effectiveness of
data, social media Monthly/Quarterly brand awareness
engagement campaigns.
Promotional Effectiveness: Evaluate the success of
Redemption rates, consumer Monthly discounts, offers, and
response promotions.
Customer Feedback: Net Monitor consumer
Promoter Score, customer Monthly/Quarterly satisfaction and identify
reviews areas for improvement.
Distribution Reach: Ensure product availability
Retailer feedback, online Monthly/Quarterly and evaluate e-commerce
sales tracking growth.
Competitor Analysis: Review competitive
Evaluation Compare sales/market share Quarterly positioning and adapt
with competitors strategy accordingly.
Measure ROI for
Return on Investment
advertising, promotions,
(ROI): Campaign Quarterly/Yearly
and other marketing
performance vs. spend
activities.
Evaluate consumer
Consumer Insights:
preferences and adjust
Analyze survey and focus Quarterly
product offerings or
group data
messaging.
Quarterly Strategy Conduct a strategic review
Review Reviews: Assess progress Quarterly and make adjustments
towards objectives based on performance.
Adjust Marketing Tactics: Refine strategies, increase
Modify strategy based on Quarterly/Yearly budgets, or introduce new
evaluation tactics as needed.
Assess overall success,
Final Year-End Review:
identify strengths, and
Comprehensive evaluation of Annually
highlight areas for
the year’s performance
improvement.

31