Re-Launch of Frooti - The 'Digen Verma' Campaign

Overview

Frooti was launched by Parle Agro in 1984. First tetra pack drink to be introduced in the Indian market.

Product likeability and quality scored 100% .

Scored 95% in product recall.

Issues

How to project Frooti as a better alternative to soft/cola drinks?

How to increase sales?

How to change the perception of people and promote Frooti as a youth drink?

Reasons for repositioning

16 years old brand had been losing its market appeal Sales were dropped Increase in Competition

Threat from Soft drink marketers

Image as kids drink

Solutions

Positioning Frooti as a drink for youth by a teaser campaign (Introducing Digen Verma)
Changing the product packaging

Reducing production cost

Increasing sales via promotional campaigns Targeting different segment of customers

The New Look

Digen Verma campaign

To create a hype in market. It was somewhat unusual. To have a mass appeal

Analysis

The campaign had been successful in not just evoking interest but also in increasing sales. Helped in Brand awareness The sales are already up by almost 30% by investing 30 million on campaign. (Sales) The Digen Verma campaign was among the most innovative teaser campaigns ever run in India.

Conclusion

To sustain in competition brands required to rethink their strategy. (Repositioning Frooti in market) 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)

By using Teaser campaign the awareness of a brand lasts for a long time. (Who is Digen Verma ?) To create a new perception tagline of old product should be changed (Change of tagline to Frooti-just like that ) Packaging should be changed in case of re-launch of a product. (New splash graphics in case of Frooti)