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Frooti Case

Frooti Case

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Published by akankshachauhan29

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Published by: akankshachauhan29 on Dec 24, 2009
Copyright:Attribution Non-commercial


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 The Components of the re-launch strategy of Parle-Agro for Frooti:-
Extensive market research: -
 The first thing that Parle-Agrodid was conducting detailed market survey. It gave lots of information about the competitors’ strategies, customerbase and psychology and attitudes of the customers towardstheir products.
Defining product category:
Parle defined its productcategory as the need satisfying category which quenchesthe thirst and fun to drink. The product form was fruit juicewith competitors’ in the juice category like Tropicana, Jumpin and soft drinks like Coca-Cola, Pepsi and others.
Define the target audience: -
 The youth segment wastargeted with sub-segments Pre-teens (9-12), Teenagers(12-15), above teenagers (16-19) which are the new impulsecategory. The sporty and fun-loving nature of the teens andtheir hung-out likings were taken into account.
Knowledge about the competitor: -
Frooti identified theperception of the consumers towards the competitors drinkand found that Coca-Cola and Pepsi are soft drinks for youth.It found the vacancy for a soft drink meant for theyoungsters and break through the earlier image of Frootiultimately convince the youth that it was a better alternativethan Colas.
Differentiation and communication: -
Frooti was planning tocome up as a fruit drink for youth meant for hang-outpurposes. Plan of action for the 4 P’s of marketing-
Frooti case
 The product will be Tetra-pack Frooti, easy to drink
-The pack had new splash graphics in samesignature green & orange colours with Flip top and taglinewas changed to ‘Frooti-Just like that’.
 The typical college going crowd hung out at thecanteens, Bus-stops, local trains, restaurants etc. so thepromotions are to be extensively carried out in theselocations as a part of which many popular teenage jointssuch as restaurants, movie theatres, buses and local trainswere flooded with catchy posters asking ‘Where can youfind Digen Verma on Saturday nights?’ or ‘What is DigenVerma’s favourite serial?’ etc.
 The promotion was done using a nationalidentity ‘Digen Verma’ who was some sort of a role modelwhom others could relate to. The campaign was highlyinnovative and creative so it build a hype over themysterious character. The campaign included Televisioncommercials, outdoor media campaigns, offline promotionsand online advertising campaigns.
Rationale behind the ‘ Digen Verma ’ campaign :-
 The rationale behind this campaign was very effective, it is asfollows:-
Create hype in the market 
- the teaser campaign stirredtremendous interest and build hype around the brand-ambassador as a result a lot of movement was createdaround the brand .
Somewhat unusual
- Something mysterious always capturesthe attention of the people, so to draw the attention of theyoung crowd towards the long-forgotten Frooti, Digen Vermawas presented as a role model.
Inconsistent image of the celebrities
- The image of acelebrity is always short-lived so there are chances that it
might fade away with time and the brand also gets out of the sight of the people.
Mass appeal
 To have mass appeal to the audience thecharacter should be ubiquitous enough, he had to lead a lifethat normal consumers could relate to and the storyline hadto be powerful enough to sustain interest. Digen Verma hadall this in him so it received a favourable response frommany parts of India.
Success of a brand is dependent on many factorsbesides the promotional campaign:-
 The campaign had been successful in not just evokinginterest but also in increasing sales.The customer awarenessof brand which it was likely to capture seemed quitephenomenal. The sales were up by almost 30% by investing30 million on campaign. But somewhere it seemed thatDigen Verma was becoming more popular than the productitself, defying the very strategy. The success of a brand is dependent on factors which could becategorized into two segments- controllable and non-controllable. The controllable factors are-
Operation/ Production consist of the issues like quality of production, improving high productivity, capacity of production etc. Frooti has to be a quality drink withimproved productivity level so that its operational costswere quite low.
Marketing(Product Mix, Price, Place, Promotion) has into itfactors like need satisfying, quality of product, variants of product, packaging, pack imagery, competitive price,distributors and retailers margin and availability. Frooti as asuccessful brand should satisfy as a refreshing drink, tasteas real mango, available in different pack size and its packimagery should act as a catalyst for youth segments. Its

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