x
 

m Frooti was launched by Parle Agro in 1984.

m First tetra pack drink to be introduced in the Indian

market.

m Frooti has a majority market share of the Rs. 300 cr.

tetra pack fruit drink market.(By 2000)

m Product likeability and quality scored 100% .

m Scored 95% in product recall.

 x
 

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m Parle agro decided on a major relaunch strategy focusing on

changing its positioning.
 x
 

m Sub segments have been created

12-15 yrs olds calling themselves as teen-agers.
9-12 year olds as pre-teens.

m These segments are turning to decision makers of today

with an increase in pocket money.

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

 x
 

m ëoosing market appeals

m Sales are dropped
m Increase in competition
m Threat from soft drink marketer
m Same segment competition
m Tetra pack Fruit drinks and juice
 x
 

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m Product: Tetra packed drink

m Packaging:
New splash graphics
In same signature green & orange colours
Flip top packaging
Tagline was changed to Frooti-just like that
 x
 

m Place:
Canteens
Restaurants
Buses
Movie theaters
ëocal trains

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

-Use of innovative & creative campaign

-Multi media advertising

TVCS
Out door campaigns
Offline promotions
Online promotion campaigns
m To create a hype in market.

m It was somewhat unusual.

m Digen Verma was well received in southern

markets.

m Image of a celebrities can be lossed.

m Any college kid willn¶t drink fruity with image loss.

m 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
Is the rationale will be effective?

YES
m The campaign had been successful in not just
evoking interest but also in increasing sales.
m The customer awareness it was likely to capture
seemed quite phenomenal. (Brand awareness)
m The sales are already up by almost 30% by
investing 30 million on campaign. (Sales)
m The Digen verma campaign would be remembered
for its sheer creativity and unprecedented public
interest it generated.
 6%
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Parle Frooti Pepsi-Mangola Coke-Maza Unorganized

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m Operation/Production:
-Quality of production.

-Improving high productivity.

-Capacity of production.
In case of frooti
The quality of drink as real as mango.
Hygienic production must be their.
As much as minimization of production cost .

Effects:
The success of the brand frooti.
m Marketing:
Product: Need satisfying
Quality of product.
Variants of product.
Packaging
Pack imagery
m In case of frooti
It should satisfy as a refreshing drink.
It should taste as real mango.
It should be available in different pack size.
Pack imagery should act as a catalyst for
youth segments.

Effects:
The success of the brand frooti.
m Price:
- At par with competitors
- Margin( Retailers, Distributors)

In case of frooti
- Price should be affordable & comparable
with competitors.
- Margin should be provided .

Effects:
Increase of sales 
m Place:
Availability of product .

In case of frooti
The demand of customers should be delivered in
time.

Effects:
Satisfaction of customers.
m HR/ Finance dept.
- Trained employees.
- Cost minimization.

In case of frooti
The production cost should be minimized
to increase the % of profit.

Effects:
To achieve a sound profitability in business.
m Political-Social-ëegal.
-Govt. rules and regulation.
- Proportion of contents of ingredients.

In case of frooti
- Ethical product should be their.
- It should fulfill the quality certification.

Effects:
It will create Customer trust on the brand.
m Competitors & industry:
-Competition from organized & unorganized
sector.
- Direct & Indirect competition.
In case of frooti
Direct-Coke & Pepsi( after relaunch)
Indirect- Fruit juices, Sugarcane juice.
Effects:
Affect the sale, market share.
m To sustain in competition brands required to rethink
the strategy.
( attempted by parle agro in 2001)

m Promotion of a product plays a major role in case of

a success of a brand.
(Use of Digen verma campaign)

m Using an artificial character than a celebrity is much

beneficial.
( Digen Verma instead of any celebrity)
m Re launching a same product can create new set of
competitors.
( Frooti Vs. Cola)

m Besides promotional strategy there are some

controllable & uncontrollable factors which
determines the success of a brand.

m By using teasure campaign the awareness of a brand

lasts for a long time.
( Who is Digen Verma ?)
m To create a new perception tagline of old product
should be changed
(from µjust like that¶ to ³frooti-just like that´
in case of frooti.

m Packaging should be changed in case of relaunch of

a product.
(New splash graphics in case of frooti)