mango drinks
TRANSCRIPT
MANGO DRINKS IN INDIA
Maaza, Frooti, Tropicana
Presented by Anu Damodaran
Maaza
Coca Cola fruit drink brand
Synonymous with mango
Marketed in Middle East, Asia, Africa and EasternEurope
Re launched pineapple and orange variants inIndia which were once dropped
Initially sold in returnable bottles but nowavailable in small cartons and PET* bottles
Tropicana
Owned by PepsiCo
Specializes in production of orange juice
Tropicana Slice was launched in India in 1993 as arefreshing mango drink
Slice Mangola launched in 1994
Tropicana
Slice was re launched in 2008 with new packgraphics and clutter breaking advertising
Creative ‘Aamsutra’ campaign communicatessensuous pleasure through the act of drinkingslice
2009 launch of ‘Slice Pure Pleasure Holidays’giving consumers a chance to win all expensespaid luxurious holidays
Endorsed by Katrina Kaif
Frooti
Flagship product of Parle Agro India Pvt. Ltd andParle Agro Nepal Pvt. Ltd
Launched in TetraPak Packages in 1985
Now available in PET bottles and rectangularshaped packs
Exported to around 20 countries
Endorsed by Shah Rukh Khan
Comparison
Category Maaza Tropicana Slice Frooti
Taste Similar - morepulpy and sweeter
Similar Similar
Advertising Parineeti Chopraand Imran Khan
Katrina Kaif Shah Rukh Khan
Distribution 15 lac outlets 10 lac outlets 10 lac outlets
Channel partners Twice as TS and F - -
Consumer Relates to freshand taaza taste ofalphonso mangoes
Confusedbetween slice andmango juice
Confused withcampaign targetedto elite colony andparty friends
Packing PET and tetrapack
PET and RGB* Tetra pack
Tagline Quench yourthirst
Romantic Very catchy
SWOT Analysis
Category Strength Weakness Opportunities Threats
Maaza Highest market share, maximum share
Forgettable advertising
80% unpackaged mango beverage market
Players like paper boat with innovative packaging
Tropicana Slice
Healthy and tasty fruit juice
Small volume product
Room for packaging innovation
Too much reliance on Katrina Kaif
Frooti Legacy,highest sales in tetra pack category
Reach Packaging and branding may attract youth
New communication may distance kids
8
The New Tough Competition
Paper boat
Paper boat
Tzinga - style pack
Tamper proof cap
Container feels good in hand
Clean and understated style
Incredibly thick
Natural sweetness
Wonderful quality
Paper boat
Aamras: a basketful of mangoes. wrapped in old newspapers. the feast commenced. siblings, cousins locked in battle. the basket did not last long. we sat there, messy, sticky… in heaven.
No colors. No preservatives. No artificial flavors. Basically, none of that junk.
Hector Beverages
What is the future going to be like?
