Market segmentation and positioning Analysis

Prepared by: Shubhi Nagar

What is segmentation?

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Segmentation is the process of dividing the market into segments based on customer characteristics and needs. Sub activities in segmentation are: 1.Determining who the actual and potential customers are 2. Identifying segments 3. Analyzing the intensity of competitors in the market 4. Selecting the attractive customer segments.


In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.


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. First tetra pack drink to be introduced in the Indian market. It is also now available in PET bottles and rectangular shaped packs. Frooti has a majority market share of the Rs. 300 cr.

Market segmentation for Frooti
Demographic: The brand’s consumer section is broadly divided into two segments.

Primary segment: Consists of children in the age group of 4-12 years. Secondary segment: Consists of all adults in section A+B * who love fruit based, non carbonated drinks.

* Socio-economic classification categorizes urban Indian households into five segments SEC A, SEC B, SEC C, SEC D & E, based on education, occupation, and chief wage earner’s profile.

Market Segmentation for Frooti:
Psychographic: The youth segment was targeted with sub-segments: Pre-teens (9-12) Teenagers (12-15) Above teenagers (16-19) These are the new impulse category. The sporty and fun loving nature of the teens and their likings of hanging out together while drinking fruit juices or other soft drinks were taken into account.

Frooti over the years

Positioning of Frooti in the market

Frooti Ads are no longer just to create buzz, they are created keeping in mind a long term brand vision. Ads of Frooti are more about situations and showcasing how consumers connect with Frooti.

Changes in taglines over the years
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‘Mango Frooti, Fresh n Juicy’ has remained the base tagline since the brand launch. In between new taglines have been used such as: ‘Frooti- Just like that’ ‘Fresh and juicy! What a beauty! Mango Frooti!’ ‘Juice up your Life’ Accepting that Frooti would always be identified as ‘Fresh ‘N’ Juicy ’, Frooti packs currently incorporate that, with a minor change saying “Fresh ‘N’ Juicy Mango”. Frooti’s brand communication is based around the theme of ‘Why grow up’.

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