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NavpreetKaur Marwa(NR12074)Sagar mistry(NR12080)Aakash modi(NR12081)

Presented to : Prof. jasmin padiya

HISTORY

• India first national mango drink (1985)• First tetrapack concept• India first drink segment by parle agro.

• Mango frooti! Fresh and juicy- most memorable jingle that India has heard.

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Packaging

Packaging Combination of layers of paper, plastic and aluminium• Plastic layer-waterproof &light• Aluminium layer- protects from light, oxygen and odor• Paperboard- helps the pack to stand up and maintain shape• Tetrapack-2layers of paper-enhanced shelf life &prevents tamper-proof

Packages of frooti

Tetrapack-65ml,200ml,250ml pack

Pet bottle-250ml,500ml,1000ml bottle

65ml – targeting low income levels250ml – handy bottle – targeting teens as servePet 250ml – economical & used in canteens, office and collegesFrooti family size 1liter pet – easy to store in fridge

Emotion icons

Emotion iconsMango emotions known as mangoticons are printed in 200ml frooti packs.

segmentDemographic:The brand’s consumer section is broadly divided into twosegments. Primary segment: Consists of children in the age group of 4-12 years. Secondary segment:Consists of all adults in section A+B * who love fruit based,non carbonated drinks.* Socio-economic classification categorizes urban Indian households into five segments SEC A, SEC B,SEC C, SEC D & E, based on education, occupation, and chief wage earner’s profile.

Target people

Psychographic: The youth segment was targeted with sub-segments:• Pre-teens (9-12)• Teenagers (12-15) • Above teenagers (16-19) These are the new impulse category. The sporty and fun loving nature of the teens and their likings of hanging out together while drinking fruit juices or other soft drinks were taken into account.

SWOTSTRENGTHS OF FROOTI

1. Market leader in NCSD category-60% market share.2. Innovative - First packaged Mango drink in Indian market, firstto introduce Tetra pack, PET bottle packaging in NCSD category.3. Quick market responder - Introduced 65 ml packaging to caterdifferent segments.4. Frooti has got a very large quantity basket - available in variousquantities like 65 ml, 200 ml, 250 ml, 500 ml and 1 Litre.5. Efficient distribution network-readily available.6. Frooti is a health drink - Contains Vitamin A.7. Frooti has got a strong Brand Equity.

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• THREATS FOR FROOTI

1. Decreasing share in NCSD category - Fruit juice segmentconsisting of Real and Tropicana is increasing at the rate of 20-25% per annum as compared to sluggish growth in other segment.

2. Presence of huge unorganized market.

3. High consumer preference for flavours other than mango andgreen mango.

4. Competition with global giants - Coke and Pepsi.

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• WEAKNESSES OF FROOTI

1. Frooti is not perceived as a health drink. As per our survey majority of ourrespondent didn’t consider Frooti has a health drink.

2. Frooti has limited variety of flavour - only mango and green mango.

3. “Frooti means mango”, syndrome in the mind of consumers.

4. Margin given to retailers and distributors is less as compared to itscompetitors.

5. The main target audience of Frooti is kids.

6. Frooti has no brand ambassador.

7. No brand expansion - Brand equity of Frooti is not utilized properly

MARKET SHARE :-Frooti has 85% market share in the tetra pack segment. 15%

share of the total confectionery market in India

85%

15%

Market Share

Frooti Other brands