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  • Branding Olfrute

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    tarankumar2010
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    Engro launched Olper's fruit juice in 2010 with 6 flavors in 1 liter packs priced at Rs.95-105, competing with Nestle and Shezan juices. However, the brand failed due to Nestle being an established brand, ambiguity with the Olper's name, and high price only in 1 liter packs. In 2011, Engro rebranded Olfrute with new exotic flavors, 330ml packs, bottle packaging, youth targeting, and a musical TV show promotion. Currently, Olper's fruit juice has completely different child-targeted packaging and product from the original with no current advertising.

    Original Description:

    A presentation on the re branding of olper olfrute juice in pakistan

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    Engro launched Olper's fruit juice in 2010 with 6 flavors in 1 liter packs priced at Rs.95-105, competing with Nestle and Shezan juices. However, the brand failed due to Nestle being an established brand, ambiguity with the Olper's name, and high price only in 1 liter packs. In 2011, Engro rebranded Olfrute with new exotic flavors, 330ml packs, bottle packaging, youth targeting, and a musical TV show promotion. Currently, Olper's fruit juice has completely different child-targeted packaging and product from the original with no current advertising.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    108 views10 pages

    Branding Olfrute

    Uploaded by

    tarankumar2010
    Engro launched Olper's fruit juice in 2010 with 6 flavors in 1 liter packs priced at Rs.95-105, competing with Nestle and Shezan juices. However, the brand failed due to Nestle being an established brand, ambiguity with the Olper's name, and high price only in 1 liter packs. In 2011, Engro rebranded Olfrute with new exotic flavors, 330ml packs, bottle packaging, youth targeting, and a musical TV show promotion. Currently, Olper's fruit juice has completely different child-targeted packaging and product from the original with no current advertising.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 10

    TARAN KUMAR

    1311206
    BBA 3C

    Introduction

    Launched on May 22, 2010.


    First non-dairy product.
    6 flavors.
    Direct competitors: Nestle and Shezan

    Flavors
    Mango.
    Apple.
    Orange.
    Peach.
    Guava.
    Grape

    SKU
    1 Liter

    Price
    Rs.95-105

    Initial Marketing Strategy


    Teaser Campaign
    Launch of TVC, radio ad
    Ali Azmat Concert

    Battle of the Bands


    Social Media

    TVC 1

    The Brand Failure

    Nestle juice is already well established


    brand in the market Nestle Fruita Vitals.
    Brand name Olpers attached to it created
    ambiguity .

    Nothing new in olfrute.


    Price of new juice has been kept high.
    Initially available in only 1 liter pack

    Rebranding

    Relaunch of
    olfrute in
    2011.

    New
    FlavorsExotic
    variants
    like passion
    fruit.

    Change in
    Packaging.
    New SKU of
    330ml.
    Introduce
    bottles for
    330ml and 1
    liter

    Change in
    Positioning.
    Core targetyouth

    Promotion.
    Tv ad and
    Musical Tv
    show
    (oRock)

    TVC 2

    OLPERS
    FRUIT JUICE

    Engro launched Olpers Juice to

    surprise its customers.

    Completely different product from


    the previous one.

    New Packaging.
    Target Market (Children).
    Currently no advertising.

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