Frooti

A case study of Repositioning

A Brand

Reasons of Repositioning

Loosing market appeal

Sales were dropped
Increase in Competition
Threat from soft drink marketers
Same segment Competition,
Tetra pack fruit drinks & juices

The Product
First Indian Tetra packaged drink
Launched in 1984
Total size of market is Rs.300 crore

Parles Product Lines Turn over

(2006)

Target
Repositioning the Brand
Repositioning
As fun, trendy & modern drink
targeted @ Youth segment

The Theory
That too at media costs of just Rs 70 lakh, since outdoor
media comes much cheaper. The relaunched Frooti
tetrapak comes with a zesty new packaging such as new
`splash graphics in the same signature green and
orange colours and a flip top packaging instead of an
aperture for a straw. According to Prakash Chauhan, post
Digen Verma and the new packaging, the brand will look
at a 40 per cent growth from the current 20 per cent.
``It is the onus of the market leader to grow the brand,
he says. Frooti has about 85 per cent of the Rs 300 crore
fruit drink tetrapak market. Why Digen Verma as brand
ambassador? ``In the face of the kids themselves
upgrading to new beverages, the need was to upgrade
the brands profile for a young adult the 16-21 year,
says Ram Sehgal, managing director, Everest Integrated
Communications

Resistant
Perception problem
Image as kids drink

Projected target
To project it as a better alternative to
cola drinks

New segment

Young
Segment by Age
Segment by Education-College goers
Segment by Habit/Utility

Hung Out Habits

Reference points
@ canteen
@ restaurants
@ movie theaters
@ buses
@ local trains
Habitual pattern of living
Role of Brand Endorser

Fictional Brand Ambassador

Face less man
Mass appeal
Strong Story line to correlate

DIGEN VERMA
Unusual name
Along with familiarity
Test Market Research it was chosen

Formation of Artificial
Personality
Catchy & creative promotional campaign
Which is capable of differentiate the
product
Multi media advertising
A) TVCs,
B) Out door media campaign
C) off line promotions
D) online promotion campaign

The Process of integration

JUST who is Digen Verma? Thats what the
nation has wanted to know this past
fortnight. Mystique, intrigue and high
drama have cloaked this `faceless man
whos been there, done that. Weve been
assailed with a blitz of outdoor ads,
promos, cinema and teaser spots with
word balloons like `Was Digen Verma
here?. Even cinema halls have flashed
DV slides exhorting him to tow his Ferrari
away from the parking lot. Welcome to
the new age of word-of-mouth advertising

The innovation
The teaser campaign has thus fleshed DV
as a nice, cool, social (`puuub-going),
eco-conscious, trendsetter for the
campus and young adult crowd. The
brainchild of Milind Dhaimade, which was
sparked at a traffic signal, this almost
dorky name was chosen since it was a
tag one couldnt slot or stereotype, says
the creative director, Everest.

Teaser campaign
Building up a hype
Creating a mystery
BY CONCEALING HIS ASSOCIATION
WITH FROOTI----HOW ?

Teaser ad ?

Business Definition for: teaser ad

Dictionary of Marketing Terms
teaser ad
brief advertisement designed to tease the public by offering only bits of information
without revealing either the sponsor of the ad or the product being advertised. Teaser
ads are the frontrunners of an advertising campaign, and their purpose is to arouse
curiosity and get attention for the campaign that follows. In order for a teaser
campaign to be effective, the ads must have great visibility in print, broadcast, and
out-of-home media so as to reach a great many people. Teaser ads are often used in
the introduction of a major motion picture or a new product.

Dictionary of Business Terms

teaser ad
brief advertisement designed to tease the public by offering only bits of information
without revealing either the sponsor of the ad or the product being advertised. Teaser
ads are the frontrunners of an advertising campaign, and their purpose is to arouse
curiosity and get attention for the campaign that follows.

Copyright 2000, 1994, 1987 by Barron's Educational Series, Inc. Reprinted by

arrangement with Publisher.
Copyright 2007, 2000, 1997, 1987, by Barron's Educational Series, Inc. Reprinted by
arrangement with Publisher.

HOW ?

Out door ads

Promos
Cinema
Teaser spots

Change in Packaging

Splashy graphics
Signature green @ orange colour
Flip top packaging
Change in tag line
Cost of communication=Rs.30 million

Frooti in bottle:
on

Parle Agro to take Coke, Pepsi head

( July'26,2001,FE)
If Coke and Pepsi in India thought that they have seen
the last of the Chauhan brothers of the Parle group in
the bottled soft drinks marketplace, they had better think again! For, Mr Prakash Chauhans Parle Agro Ltd is
exploring the option of launching its leading fruit drinks brand, Frooti, in bottles. This then, would bring Frooti
in direct competition with Cokes Maaza and Pepsis Mangola. Frooti already exists in carton packs and is the
market leader in this category with an estimated 80 per cent share.
Company officials say that Parle Agros plan to launch Frooti in bottles is aimed at unlocking growth
opportunities in this category, given the fact that Frooti has already achieved the requisite stretch in terms of
carton packs.
According to Parle Agro chairman and managing director Mr Prakash Chauhan, the Digen Verma advertising
campaign has clicked for Frooti. The idea behind launching a teaser campaign followed by a massive
advertising binge, was aimed at strengthening Frootis top-of-the-mind brand recall.
Meanwhile, with the launch of N-Joi a milk-based mango drink in Pune and Chennai, Mr Chauhan says
that Parle will extend the brand to other dairy products in the future. N-Joi will be used as the umbrella brand
for our dairy products foray. N-Joi will be launched in Mumbai and other markets in August-September this
year, he says.
The company would also explore the option of extending Frooti into other fruit-based drinks.
Parle Agro has already attempted at attacking affordability as an issue in the mineral water market by
introducing Bailley at the Rs 3.50 price point. Bailley is also being pushed through an expansion in the number
of depots and delivery points through three-wheelers.
The company is in the middle of expanding its penetration of Bailley. The number of outlets, which were
expanded last year from two lakh to 2.60 lakh, will further go up to 2.65 lakh outlets this year, Mr Chauhan
informed.
The Rs 383-crore Parle Agro derives a major part of its turnover Rs 250 crore from carton packed fruit
drinks (Frooti), and the balance Rs 108 crore comes from Bailley.
The Rs 700-crore water market is said to be registering a growth of 60-70 per cent over the last one year. Parle
International expects to register a growth of 50 per cent in water next year.
Of the total mineral water market size of 32 million cases per annum, Bailley currently has a marketshare of
22 per cent. Bisleri leads with a share of 48 per cent, and Aquafina and Kinley with marketshares of around 3-4
per cent, respectively.

The Situation after DV

campaign

New Venture

Market Details
Size of the market Rs.700 million
Players:

The new looks