Final Year Project F&N Fruit Tree Proposal

FCM Media Innovation: Final Year Project Proposal

Brand : F&N Fruit Tree

Product Category : Food & Beverages

Information

·      Made with real juice and tasty bits. Fruit Tree is gaining popularity as the unique juice you can eat.

·      It's a nutrition-packed drink for the healthy individual. Made with real juice, Fruit Tree is rich in Vitamin A, C and E, without artificial preservatives.

·      Fruit Tree is more than just juice. Tasty bits like Aloe Vera and Nata de Coco make it a unique thirst-quenching drink. 

Market situation

·      The market of fruit juice products is currently in an intensive competition; there are a lot of existing brands in the market, which are competing each other both directly and indirectly.

·      The industry is growing very fast in recent years, at least 3 brands have risen up in the marketplace and making the competition much more intense than ever. 

Issue and Problems

·      The fruit juice brands have become more innovative than ever to fight for more sales share in the market to survive the competition.

·      The product line Fruit Tree Fresh has the tag line “Any fresher, you have to squeeze it yourself” which can be misleading, as the products are not made from freshly squeezed juice.

·      Unclear information given on the product packaging, thus consumers do not know what kind of feature it actually provides.

·      Flavoring is no longer an added value in the fruit juice industry since every brand has the same amount of flavors to choose from.

·      The branding is not strong enough to relate to its market positioning.

·      Brand loyalty of other fruit juice products is posing threat to Fruit Tree.

Ideas/Concepts

·      Re-brand and re-position the company.

·      Brand promotional: Seasonal Promotions like introduce gift pack.

·      Change in advertising: A continuing character will be used in the advertisements.