SUBMITTED BY :

ANUP GOPINATH INDRAJITH. H MOHIT MADAN SHACHI AHUJA RANJITH JOON

FROOTI

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling mango drink in India. It is the flagship product of and the most successful drink offered by Parle Agro India Pvt. Ltd.

 Frooti was launched in 1985 in TetraPak packages. It is also now available in PET bottles and rectangular shaped packs.

The drink contains mango pulp, water, sugar, citric acid, ascorbic acid, salts, and approved colouring and flavouring.

OVER VIEW

Frooti was launched in a green rectangular TetraPak

as a ready-to-serve mango drink. Although it wasn’t the

first mango drink, Frooti quickly acquired a large

market share.

Frooti has a majority market share of the Rs. 300 cr. tetra pack fruit drink market.(By 2000)

Product likeability and quality scored 100% .

HISTORY

Scored 95% in product recall.

The packaging played a major role behind its success, since it could be carried easily and conveniently.

Frooti also provided a refreshing mango taste that translated into a huge demand for itself.

The tagline “Mango Frooti, Fresh and Juicy”, helped the brand strengthen and consolidate its position as the leader.

CONTD…

16 yrs 0ld brand had been losing its appeal over the years.

Product recall was dropped to 60% in the top of the market ranking.

Situation worsened with the increase in competition.

Threat was faced by soft drink marketers.

Parle agro decided on a major relaunch strategy focusing on changing its positioning.

CHANGE IN MARKET POSITIONDIGEN – VERMA!!!!!!

RELAUNCH OF FROOTI

THE “DIGEN -VERMA”

CAMPAIGN

Sub segments have been created: 12-15 yrs olds calling

themselves as teen-agers. 9-12 year olds as pre-teens.

These segments are turning to decision makers of today with an increase in pocket money.

The new impulse category (16-19 yrs) were targeted.

CHANGE IN CONSUMER PSYCOLOGYDIGEN – VERMA!!!!!!

Loosing market appeals

Sales are dropped

Increase in competition

Threat from soft drink marketer

Same segment competition

Tetra pack Fruit drinks and juice

REASONS OF RE-LAUNCHING

DIGEN – VERMA!!!!!!

Segments: Youth

Sub segments: Pre-teens (9-12) Teen agers(12-15) Above teenager(16-19) - New Impulse category

Difference in consumer behaviors: Fun, trendy, Modern, Hung out Habits.

DEFINING CUSTOMER SEGMENTDIGEN – VERMA!!!!!!

Differentiation: Target users- Fruit drink for youths.

Occasion- As a fun, for hang out habits.

Implementing Positional Communication: Product Packaging Brand Place Promotion

DIFFERENTIATION & COMMUNICATIONDIGEN – VERMA!!!!!!

Product: Tetra packed drink

Packaging:

New splash graphics

In same signature green & orange colours

Flip top packaging

Tagline was changed to Frooti-just like that

CONTD….DIGEN – VERMA!!!!!!

Place : Canteens Restaurants Buses Movie theaters Local trains

Promotion: -Communication using a national identity ( Digen Verma)

CONTD….DIGEN – VERMA!!!!!!

Use of innovative & creative campaign

Multi media advertising

TVCS

Out door campaigns

Offline promotions

Online promotion campaigns

CONTD…DIGEN – VERMA!!!!!!

‘Frooti - Just like that’ 

‘Fresh and juicy! What a beauty! Mango Frooti!’ 

‘Juice up your Life’ 

CHANGES IN TAGLINE OVER THE YEARS

To create a hype in market.

It was somewhat unusual.

Digen Verma was well received in southern markets.

Image of a celebrities can be lossed.

Is He Digen Verma ?

RATIONALE BEHIND “DIGEN

VERMA” CAMPAIGN

Any college kid will not drink fruity with image loss.

To have a mass appeal:

Name had to be ubiquitous enough

The lifestyle should be related to normal

consumers.

The storyline had to be powerful enough

to sustain interest.

CONTD…

The campaign had been successful in not just evoking interest but also in increasing sales.

The customer awareness it was likely to capture seemed quite phenomenal. (Brand awareness)

The sales are already up by almost 30% by investing 30 million on campaign. (Sales)

The Digen verma campaign would be remembered for its sheer creativity and unprecedented public interest it generated.

OUTCOME OF CAMPAIGN

80%

6%

8%6%

Parle Frooti Pepsi-Mangola Coke-Maza Unorganized

FACTORS

CONTROLLABLE UNCONTROLLABLE

Operation/production Marketing Product Price Place Promotion Hr/Finance Dept.

Political-Economic-Legal Socio-Cultural Demographic Physical-Natural-Technological Customer & Market Competitors & Industry

FACTORS AFFECTING SUCCESS OF A BRAND

GENERATION OF FROOTI

To sustain in competition brands required to rethink the strategy.

( attempted by parle agro in 2001)

Promotion of a product plays a major role in case of a success of a brand.

(Use of Digen verma campaign)

Using an artificial character than a celebrity is much beneficial.

( Digen Verma instead of any celebrity)

CONCLUSION

Re launching a same product can create new set of competitors.

( Frooti Vs. Cola)

Besides promotional strategy there are some controllable & uncontrollable factors which determines the success of a brand.

By using teasure campaign the awareness of a brand lasts for a long time.

( Who is Digen Verma ? )

CONTD…

To create a new perception tagline of old product should be changed

(from ‘just like that’ to “frooti-just like that” in case of frooti).

Packaging should be changed in case of relaunch of a product.

(New splash graphics in case of frooti)

CONTD…

THANK YOU