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NAME – Sampada J. Mhatre CLASS - M.M.S-II, Sem-III ROLL NO – 3023.
Integrated Marketing Communication
Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. IMC (means integrating all the promotional tools, so that they work together in harmony)
Integrated Marketing Communication Plan for Frooti Frooti is a product of Parle Agro Pvt. Ltd
INTRODUCTION TO PARLE AGRO PVT. LTD.
MISSION: “To provide consumers superior, wholesome agro based food and drink bands through which Parle can build a profitable; growth oriented organization.” Parle is a leading Indian Food and Beverage Company, the only Indian transnational giant with the past experience of having successfully launched leading soft drink brands like “Frooti, Apply, N - Joi and Bailley”. Today its brand portfolio consists of No. 1 brands like Frooti along with Apply, N-Joi and Bailley. Parle agro was the first to identify the dormant mango segment in India and launch India’s first national Mango drink - Frooti Mango. Today Frooti has an 85% market in the Fruit Drink segment. Today, the Parle Group turnover is over Rs.600 crore with group strength of over 1000 employees, including over 400 professionals. PRODUCTS 1. FROOTI: It is the flagship brand of Parle agro. It was introduced in 1985 and it was the first Fruit Drink to be introduced in India. 2. BAILLEY AQUA:
It is a mineral water and was launched in the year 1993. It is one of the first brands to get an ISI certification Bailley conforms to stringent BIS Norms. It undergoes 51 quality control tests includes 32 chemical tests, 9 microbiological tests and 10 physical tests and meets international standards laid down by WHO, USFDA, PFA. Parle Bailley Aqua is unique because it has the same consistent taste across India. This is because of the unique purifying processing system, which removes all minerals and salts and puts back only exact premeasured quantities of salts and minerals necessary for the human body. Bailley Aqua is purified with chemical free natural U.V. Treatment. 3. N-JOI: Parle Agro entered the dairy segment with the launch of N-JOI. N-Joi is India’s first real fruit and dairy fresh milk drink. It contains orchard fresh pulp of mango / strawberry and dairy fresh
healthy low fat cow’s milk. It’s full of natural goodness and wholesomeness. N-Joi is nutritious filler and a delicious smooth fruit and milk drink. N-Joi Mango with dairy fresh milk and N-Joi strawberry with dairy fresh milk have been rated as the Most Innovative products in the Beverage Industry. 4. APPY: An apple drink from Parle, it’s available in a sleek, international pack. The brand has been positioned as the champagne of apple drinks due to its unique richness of taste. Unlike ordinary apple drinks, Aply spells style and exclusiveness which makes it a party favourite in the upper crust of the society. Apply is made from freshly picked ripe apples sourced from the rich natural environs of Himachal Pradesh. The clear and crisp Apply Nectar is a premium product available in a 200 ml easy to pour pull-tab opening pack.
Frooti has acquired a large market share and continues to be the most popular mango drink even today. it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers. THE MANGO MANIA Imagine the fun of having a mango. Parle Agro launched Frooti. is the largest-selling ready-to-consume mango drink in India. The packaged mango drink comes as the flagship product from Parle Agro. to being the first in a PET (Polyethylene Terephthalate) bottle. or Mango Frooti. as it is popularly called. The tagline “Mango Frooti . A year later. the brand has maintained a leadership position in its category. Frooti has innovated all along the way. it is the flagship product of Parle Agro Pvt. Launched in 1985. and associate it with a brand! Frooti is most likely the answer one would come up with.WHY FROOTI? Frooti. Not only that. to being the first in a PET bottle. When it was launched. Frooti’s significance in the growth of Parle Agro . Frooti has been a trendsetter all through its 25 years of existence. Ever since its launch. This is what really makes Frooti one of the most trusted brands and the most preferred mango drink of India.Fresh and Juicy” has huge brand recall value for consumers and has helped the brand strengthen and consolidate its position as the market leader. both in terms of innovation and volume. Ltd. a company which came into existence as one of the three groups born out of disintegration of Chauhan family-owned Parle in 1984. Frooti as a brand has always tried to evolve with its ever evolving consumers to be relevant to them at all times. From being the first fruit drink in a tetrapak. From being the first fruit drink in a Tetra Pak.
by that time cola majors like Pepsi and Coca-Cola had also started seriously looking into this drink category. “Frooti’s journey has been one of the most successful and fulfilling experiences for us at Parle Agro. “Fresh ‘n’ juicy. completed a full circle from “Mango Frooti.” The brand. • The good old days When Frooti was launched in a green rectangular tetrapak as a ready-to-serve mango drink. the brand per se has evolved in its look. while engaging the youth by presenting the brand as trendy and contemporary. by year 2000. However. The base tagline. however.is well reflected in words of Nadia Chauhan. Parle Agro. According to industry estimates. The catchy tagline helped the brand gain an unparalleled recall value in the product category. “One of the reasons. Moreover. it came in as a contemporary and youthful drink. focus on Frooti’s association with mango. as Chauhan says. Frooti had a majority market share of Rs 300 crore tetrapak fruit drink market. the brand used different taglines such as “Frooti – ‘Just like that’. Since. The tetrapak automatically carried benefits like extended shelf life for the fruit juice. with likes of Jumpin and . From its communication of early ‘80s. Right from its launch in 1985 till this day. the brand has kept refreshing its communication. due to which Frooti has been able to maintain its leadership position. initially was positioned as drink for kids and the product was perceived as a healthy fruit drink by mothers as an alternative to colas. to its recent ‘Why Grow Up’ TVC. positioning and targeting. ‘Fresh and juicy! What a beauty! Mango Frooti!”. the packs could be carried easily and conveniently. Fresh and Juicy” at its launch to “Mango Frooti. Joint Managing Director & CMO. created landmarks and made a place in the country’s hearts and minds. as she proudly says. the packaging played a major role behind making the product popular. it was a first of its kind in India.” The present ad campaigns. forged memories.” Though Frooti as a product has remained same for last 25 years. the brand has also experienced a series of repositioning. and “Juice up your Life. which otherwise is a perishable product. When Frooti came into existence over two-and-a-half decades ago. is the brand’s unique ability to change that has kept it true to its essence. Frooti as a brand has set standards. Fresh ‘N’ Juicy” now. In between. Over the years. where pretty girls in mini-skirts sipped Frooti on TV screens.
they felt Frooti was for a younger lot. Frooti launched its 250 ml. it was time for the brand to expand the consumption occasions and consumer interaction points. The three SKUs (Stock Keeping Units) were meant to hit three major consumption occasions. Frooti witnessed heightened competition in its own segment of tetrapak fruit drinks and juices. Because the pack did not require refrigeration. the brand launched successive campaigns to . as Parle Agro realised that while most people loved Frooti as kids. Having done enough on packaging. 500 ml & 1 litre PET bottles. Further. rode on a major task to don a youth look. The 250 ml for on-the-spot consumption. in 2002. • From kid to adult It was time for the 16-year-old brand to restructure its marketing strategy. The rationale was very clear. It started with a new mango look followed by a bright yellow packaging in 2008. says Chauhan. we felt the need to innovate the brand. the 500 ml for onthe-go consumers and the 1 litre PET for in-home consumption. becoming the first beverage to be available in a PET bottle. Moving ahead. To capture the low-income group segment.” says Chauhan. when they grew up.Real. Frooti in 2005. An affordable branded beverage at Rs 2. To make this effort more impactful. “We realised the importance of staying in tune with the expanding ‘young consumers’ in the country. “This new packaging format. As time changed. Giving its logo a youthful look was something that the brand began as a starting point to connect with the youth. increased the popularity of the product across all age groups and more importantly made space in the housewives’ shopping basket for her home consumption needs. Based on consumer insights and trend forecasting.” With Frooti tetrapak firmly established in the market. retailing points for the ‘liquid confectionary’ expanded from tea stalls to fruit shops to even phone booths. with rich visible product colour.50 was unheard of when the pack was launched. Targeting to kids was not enough. There came a thought for revamping the packaging and positioning of the brand. the TCA would come in chains and could be strung from anywhere along with chips or shampoo sachets. Frooti in 2004 launched a triangular Tetra Classic Aseptic (TCA).
“Frooti’s ‘Juicy Mango Surprise’ which was our campaign for 2010.” says Chauhan. we couldn’t alienate the child. trendy and modern. which was extended to television commercials. After last year’s unique OOH formula. The campaign was about a faceless person Digen Verma. • The fun factor So. The first major campaign to engage with a curious youth segment was launched in February 2001. began as an outdoor live stunt. . “It also laid foundation for a long-term strategy and vision for the brand. With this. which was recognised in Cannes Festival also. Their real life reactions and frenzy was captured through multiple hidden cameras and a realty TVC was made out of it. Frooti has come up with its reality TVC. But the brand was equally cautious of the fact that the kid segment still constituted majority of its sales. “In our pursuit of finding the acceptance of adults.engage with young and adults. In another advertising campaign recently. the web and social media. Frooti focused on consumer engagement. called ‘Mango Slam Bam Bam Bam’. we launched the thought ‘Why Grow Up’ to turn the problem on its head.” says Chauhan. the new strategy for Frooti focussed on one hand on breaking the image that youth associated Frooti with. a nine-foot tall mango was either rolled towards people or dropped very close to them. The statement ‘Why Grow Up’ put Frooti’s communication in a different league from its competitors as the brand established itself as a drink for young-at-heart. In the summer of 2009. called ‘Juicy Mango Surprise’. To keep the brand in sync with netizens. The TVC is based on a mango theme-based game show.” Says Chauhan. Parle Agro also launched a social media campaign through a microsite that showcased exclusive footage of making of the TVC. while keeping our loyalist kids well within our realm. on the other hand it tried to communicate with an expanded TG who are essentially fun-loving. The entertaining moments from the game show are showcased across media as this year’s Frooti campaign. The campaign by Everest created an initial buzz and generated interest among youth but it lacked a long term strategy to engage the audience.
unfazed with the growing competition with likes of Maaza and Slice. which according to Chauhan. Challenges While Frooti has evolved a lot in terms of its positioning. Another challenge for the brand is to make the product available in returnable glass bottles (RGB) format. Chauhan. juicy mangoes. feels that core to each and every communication is the refreshing product that Frooti is. . however. is the biggest form of packaging in the mango drink category. This will only help expand the category exponentially over time. the creative agency for Frooti since 2007. the brand still has challenging tasks in hand.” she says. however.These activities conceptualised by Creativeland Asia. While existing players are investing in this category. as Chauhan says that the category is growing and every player stands to gain in this market. helped the brand establish connect with its target audience and also helped increase the brand visibility.” she says. “The fruit drinks category in India has been growing at a steady rate. the one underlying truth which we consciously maintain in all our campaigns is the fact that Frooti is made of real. it is also attracting a lot of new players. Experts suggest that the brand was launched in tetrapak and still the consumer association with the format is very high. “While we have always moved with the times keeping our communication contemporary and youthful. Parle Agro is.
The complete metamorphosis will take a little while. OLD NEW .FROOTI LOGO: The Frooti logo has been carefully tweaked to look a little more contemporary while retaining its classic character.
Green Mango. Frooti has also been introduced in PET bottle packing. we can see that Frooti has got a very large quantity basket. . Frooti Mango is from premium Indian Mangoes. Mango Frooti contains vitamin A which is essential for eye sight. Frooti is available in following quantities:65 ml (only Tetra pack packaging) 200 ml (only Tetra pack packaging) 250 ml 500 ml (only PET Bottle) 1000 ml (only PET Bottle) Hence.Frooti Mango. Frooti is a delicious and refreshing ready to serve fruit beverage. India’s first real fruit drink in a Tetra Pak is available in . growth and healthy skin.MARKETING MIX OF FROOTI PRODUCT: A product is anything that can be offered to a market to satisfy a want or need. Frooti comes in Fruit drink segment of NCSD category (NON-CARBONATED SOFT DRINK).
Product line of Frooti Top of Form Frooti 65 ml TCA 01 Frooti Tetra Pack 200 ml 02 Frooti Pet 200 ml 03 Frooti 500 ml 04 Frooti Pet 1000 ml 05 Frooti 1500 ml 06 Bottom of Form .
In fact.00 12. Parle Agro had introduced two characters called Froo and Ti on every 200 ml pack of Frooti as part of its retailing initiative. Parle Agro introduced a mysterious character called ‘Digen Verma’ and created a hype around this person through an aggressive outdoor campaign which was quiet a success.) 10.PRICE: TETRA PACK PACKAGING QUANTITY 65 ml 200 ml 250 ml PRICE (Rs.) 2.00 PROMOTION: In a strategic move. Three years ago.00 18. This is borne out by Parle Agro winning the Beverage Industry award for the Best Managed Supply Chain 2002 and the Highest Retail Availability in the year 2002. puzzles and . And through tongue twisters. the company has taken a different marketing route by launching a host of new retailing and packaging initiatives to pump up volumes.00 PET BOTTLE PACKAGING QUANTITY 250 ml 500 ml 1000 ml PLACE: Frooti is the highest distributed brand in Fruit drink segment with an 85% market share in India. These two characters are being displayed on the packs of the drink. Parle Agro Ltd is revamping its marketing plans in a bid to promote its flagship brand ‘Frooti’ in the overcrowded category.50 10.00 30. Frooti reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly. Frooti’s excellent distribution system has already been proved in our market survey and analysis where 90% of the respondents agreed that Frooti is readily available to them. PRICE (Rs.
Frooti was introduced in a new tetra pack packaging in 65 ml quantity which is priced at Rs 2.various interactive games. Recently. These two characters are very different in nature. While Froo is an affable girl who is good at studies.50 each and Parle is promoting it as “5 KA 2 OFFER”. the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs. COMPETITORS: The main competitors of Frooti are as follows:Maaza Slice Real Tropicana CHANGES IN PACKAGING OF FROOTI OVER THE YEARS . the company expects to share various activities of its target audience--kids. which means 2 packs for Rs 5. Ti is a naughty boy who keeps running after Froo to get his home-work done. With this move.
the brand has used new taglines such as: ‘Frooti . Fresh n Juicy’ has remained the base tagline since the brand launch. Even the ad plays the jingle towards the end.TAGLINE CHANGES IN TAGLINE OVER YEARS ‘Mango Frooti.Just like that’ ‘Fresh and juicy! What a beauty! Mango Frooti!’ ‘Juice up your Life’ Accepting that Frooti would perhaps always be identified as ‘Fresh and juicy’. But Frooti’s brand communication is based around the theme of ‘Why grow up’. “Fresh ‘N’ Juicy Mango”. TARGETED MARKET . saying. Frooti packs currently incorporate the decades-old tagline. with a minor change. In between.
Airlines.More experimental YOUTH.Movie Theatre. TARGET AUDIENCE DEMOGRAPHICS: Primary segment: Children in the age group of 4-12 years Secondary segment: All adults in section A+B* who love fruit based. Malls etc.Fond of fruit juice TEENS .Recreational Fitness Health Lifestyle Sports PRIMARY MARKET • • • • • • KIDS .Experimental & more buying power Working People Women Elderly people SECONDARY MARKET ➢ Travel Industry. non-carbonated drinks PSYCHOGRAPHIC: NEW IMPULSE CATEGORY: The youth segment was targeted with sub-segements: TWEENS (9-12) TEENAGERS (13-19) . Railways & local transport systems ➢ Recreational.
65ml.Targeting Teens as Single Serve Pet 250ml.Easy to store in fridge Well for the generation who is accustomed of cola drinks talking about frooti is like talking about childrens stuff at all yet frooti cannot be credited as childrens drink as for frooti has several credit to it like 1) first company to introduce tetra pack in 80s 2) quality consistency assurance 3) throughout year availability( in those 80s day) 4) efficient and unmatched distribution channel of parle POSITIONING .Handy Bottle.Targeting Low Income Levels 250ml.Economical & used in canteens. offices and colleges Frooti Family Size 1Litre Pet.
The positioning changed to be more fun based. The came the experiment with packaging. Parle could have extended Frooti to this market also . Frooti was the first brand to introduce fruit drinks in tetra packs to Indian consumers. It was cool to have a Frooti. But in late ninetees the brand was facing stagnated sales. The product have tried to create excitement in the market through a series of new variants and packing. Marketing Manager. But the campaign was not followed up and the hype was not translated to long term brand building. it came in as a really contemporary and youthful mango drink. The YO! Frooti variant came with a slim paper can aimed at the college going youth. Although Frooti did not face much competition in the category it created. The package also changed. When Frooti was launched in 1985. This created lot of excitement in the market and “Digen Verma “became the most talked about faceless name at that time. Even the imagery in Frooti commercials was way ahead of anything else the Indian society was exposed to. the company promoted the product using that famous baseline. “Frooti is India's legendary and iconic mango drink. There were posters and outdoors all across the markets that had messages like “ Who is Digen verma” “ Digen Verma was here” etc. Real effectively positioned itself as a premium healthy drink for . Parle saw the emergence of the “100% fruit drink market and launched “Njoy” brand but it did not clicked. Worried by the stagnating sales. Parle tried to reposition the brand to appeal to youth aged between 16-21. The campaign was about a faceless person Digen Verma. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. Parle Agro said. it also have some preservatives added to increase the shelf life. Frooti was positioned as a mango drink that is “Fresh-n-juicy” For over 7 years. The campaign was executed by Everest communication. One of the most famous marketing campaigns India have witnessed took place during the repositioning. The campaign is the famous “ Digen Verma “ campaign. The campaign lasted for 15 days started in February 2001. 100% fruit juices. The old green color of the bottle changed to more bright mango color with lot of graphics added to it. This campaign was considered as one of the most successful teaser campaigns in India. Frooti is basically a nectar based drink so it is not 100% fruit juice. competition came from a slightly different category.Madhur Pandey.The brand Real from Dabur is the main player in this category.
so to draw the attention of the young crowd towards the long-forgotten Frooti. it is as follows:➢ Create hype in the market. ➢ Somewhat unusual. ➢ Inconsistent image of the celebrities. May be some serious steps should be taken to increase the usage of the product. Frooti also launched a “Green mango” variant just to create some hype in the market. lays the foundation for a longterm strategy and vision for the brand. he had to lead a life that normal consumers could relate to and the storyline had . Frooti may have to reposition itself again to appeal to cola drinkers. Frooti is facing stagnation.The image of a celebrity 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. they are created keeping in mind a long term brand vision.Something mysterious always captures the attention of the people.the teaser campaign stirred tremendous interest and build hype around the brand-ambassador as a result a lot of movement was created around the brand . Even the treatment of subject in the ads has also changed. Although Frooti enjoys a commanding (75%) market share. Rationale behind the ‘Digen Verma’ campaign:The rationale behind this campaign was very effective. Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavour. their new ads are more about situations and showcasing how consumers connect with Frooti. Instead of a story narrated through songs and dance. The launch of PET bottle Frooti is a step in this direction. Frooti ads are no longer meant to just create buzz. Frooti also changed its positioning statement from ‘Fresh-N-juicy” to “ Juice Up your life” which have not clicked with the customers.adults. Frooti’s most recent ad campaign with the ‘Why grow up’ theme. Digen Verma was presented as a role model. It not only highlights the brand make-over.To have mass appeal to the audience the character should be ubiquitous enough. it also stays true to Frooti’s core mango values.
It found the vacancy for a soft drink meant for the youngsters and break through the earlier image of Frooti ultimately convince the youth that it was a better alternative than Colas. ➢ Defining product category: .Frooti was planning to come up as a fruit drink for youth meant for hang-out purposes. Pepsi and others. Digen Verma had all this in him so it received a favourable response from many parts of India. It gave lots of information about the competitors’ strategies.Parle defined its product category as the need satisfying category which quenches the thirst and fun to drink. ➢ Define the target audience: . Jumpin and soft drinks like CocaCola. Plan of action for the 4 P’s of marketing• • Product. The Components of the re-launch strategy of Parle-Agro for Frooti:➢ Extensive market research: . The sporty and fun-loving nature of the teens and their hung-out likings were taken into account. above teenagers (16-19) which are the new impulse category.The youth segment was targeted with sub-segments Pre- teens (9-12). ➢ Differentiation and communication: . customer base and psychology and attitudes of the customers towards their products.The first thing that Parle-Agro did was conducting detailed market survey. . Teenagers (12-15). easy to drink Packaging-The pack had new splash graphics in same signature green & orange colours with Flip top and tagline was changed to ‘Frooti-Just like that’. The product form was fruit juice with competitors’ in the juice category like Tropicana. ➢ Knowledge about the competitor: .Frooti identified the perception of the consumers towards the competitors drink and found that Coca-Cola and Pepsi are soft drinks for youth.to be powerful enough to sustain interest.The product will be Tetra-pack Frooti.
offline promotions and online advertising campaigns. local trains. .• Place. outdoor media campaigns. buses and local trains were flooded with catchy posters asking ‘Where can you find Digen Verma on Saturday nights?’ or ‘What is Digen Verma’s favourite serial?’ etc. movie theatres. The campaign included Television commercials. Bus-stops. The campaign was highly innovative and creative so it build a hype over the mysterious character. so the promotions are to be extensively carried out in these locations as a part of which many popular teenage joints such as restaurants. • Promotion:.The typical college going crowd hung out at the canteens. restaurants etc.The promotion was done using a national identity ‘Digen Verma’ who was some sort of a role model whom others could relate to.
When it first came out. "Nobody had seen anything like that. Current agency: Since 2007. Banners and buntings at point of sale. You would not find a single Frooti consumer who would not remember ‘Mango Frooti. where you could punch a straw into the pack and walk away with it.” PRODUCT PROMOTION Frooti is promoted through Television Commercials. We launched Frooti with a lot of local gimmicks. What makes the Frooti ads so endearing is the fact that our ads have always been about mango lovers. yet our ads have always had tremendous mass appeal.ADVERTISING STRATEGY Past Agency: TBWA. We also did school launches for the brand and every major school in Mumbai stocked Frooti in its canteens. the creative duties of Frooti are being handled by Creativeland Asia. promotions were very eye-catching and the curiosity that the pack generated was overwhelming. Percept and Grey have handled Frooti’s advertising earlier. In stores standees." recalls DaCunha. What made Frooti ads so endearing? Pandey added. public transport & hoardings The early ads of Frooti were all about informing the customer. people . Interestingly. People who travelled to Mumbai were seen carrying 4-5 cartons of Frooti with them back home. Over the years. Mobile Display on vehicles. Point of purchase was the singular most important thing for Frooti and the drama we did there got us all the attention. Frooti has gone on to become India’s favorite mango drink. “We have never used a celebrity / brand ambassador for Frooti. there was a lot of education involved. it was the agency that came up with the name Frooti. popularized by the jingle in our ads is so memorable that you hum one part and someone else will complete the other. Each ad speaks for Frooti’s brand heritage and stands for its long lasting relationship with Indian consumers. We have never had to enforce it. Fresh n Juicy’. because the company had considered extending the name to other fruit drinks as well.Mango lovers have always identified Frooti with mangoes. there were packs of Frooti hanging from trees which people could pluck. Everest. "Product advertising played a huge role in building the brand. The line.
variants like Yo Frooti.mistook it for a soap. While tetra packs established the brand. the SKU helped the brand gain entry into a large number of markets in interior India doing wonders for the brand. designed with a pullback strip exposing the mouth of the tetrapack instead of the plastic straw. While they are not willing to disclose the figure. hula-hoop. Since its launch Frooti has done many innovations on the packaging and advertising front. it was just about reinstating the cool factor. Over two decades later Frooti is still the leading brand in the mango drink space. struck a chord with the youth. Furthermore.. Keeping the brand contemporary and relevant in today's times is now the brand's attempt and Nadia Chauhan admits communication alongwith innovations like PET and tetra packs will help the brand to continue being on top. A 400 ml PET bottle priced Rs 20 is another new launch. In 2003. etc. to increase penetration Frooti created triangle shaped small packs of Frooti priced at Rs 2. pierce it and sip it. use of CG. Frooti commercials in early 80s with pretty girls in miniskirts. Called Magic Frooti. Frooti was also the first to introduce the drink in PET bottles. SKU strategy The company is looking at larger pack formats and will focus on a well planned SKU (stockkeeping unit) strategy to addresses 'on-the-go' as well as 'in-home' consumption for Frooti. It was cool to have a Frooti." says Nadia Chauhan. Among recent introductions have been a one-litre carton and two-litre PET pack to cater mainly to in-home consumers and families who prefer staggered consumption. people diving into a pool of Frooti. was something India hadn't seen before. In the year 2009. we had to tell them to take a straw. We realized being cool wasn't alien to Frooti. Nadia Chauhan says they christened the SKU 'Magic Frooti' because of the wonders it did for the brand sales. the brand was revamped.50. targeted at on-the-go consumers ." explains Nadia Chauhan. Even the imagery in Frooti communication was way ahead of anything else the Indian society was exposed to. it came in as a really contemporary and youthful drink. "When Frooti came into existence.
offering viewers mango-based branded entertainment. The new TVC for Frooti is radical in its approach taking the previous year’s innovative reality TVC format to a whole new level. GUERILLA APPROACH • • Falling 9 Foot high mangoes Communicated Brand Essence “ Surprisingly Juicy-Mango Frooti” .Future Advertising Strategy for frooti: Parle is hiking their ad spends for frooti brands this summer. They have just rolled out their media campaign for Frooti. aptly titled Crazy Mango Fun.
CREATIVE STRATEGY USE OF EMOTION ICONS: ➢ Mango Emotions known as Mangoticons are printed in 200ml Frooti packs ➢ 21 different mangoticons are available in markets MANGOTICONS UNIQUE SELLING PROPOSITION: The USP of Frooti is “real mango taste” .
There are plans to set up a separate distribution network catering to these pockets with modifications leading to value addition in the product itself. Frooti. the brand was an alternative to the “unhealthy” colas. Launched in 1984. It has a market share of 40 % Meanwhile.mango. Initially the drink was positioned as a kids drink.Parle's Frooti No 1 fruit drink Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in India. UBP Frooti was positioned as a mango drink that is “Fresh-n-juicy” For over a 7 years. there was a lot of new launches in the TFJ market. After all there are people out there who want to copy city folks. Frooti instantly caught the fancy of Indian consumer with its tetrapak and some smart campaigns.'' This should ensure that the Frooti brand covers a tota l of one million outlets nationwide. Frooti over these years have carved out a niche for itself in the market. Parle Agro is planning to tap the rural markets with its strongest brand. It reaches more than 10 lakh retail outlets in up to class C towns through more than 1. The Bisleri brand of mineral water is being made available across the country. Players like Godrej with Jumpin. Frooti still holds a dominant position in the Rs300 crore tetrapak fruit juice (TFJ) market. States Chauhan.500 distributors and wholesalers directly and indirectly. orange and pineapple . Lured by the success of Frooti. The product was perceived as a healthy fruit drink by the mothers. Frooti is the first tetrapak fruit juice in India. The company's another revenue earning brand includes Bisleri water. The tetrapak had other benefits also . India's first real fruit drink in Tetrapak is available in three delicious varieties . Fruit juice is a perishable product and tetrapak have extended the shelf life of Frooti because tetrapaks have 2 layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life.Frooti Mango from premium Indian mangoes. Frooti Orange from chilled imported orange concentrate from Brazil and Frooti Pineapple made from ripe juicy pineapple. So within a short span of time. ``We want to penetrate rural India not only in terms of the number of outlets but also with regard to frequency of coverage. kissan etc tried their luck in this market but failed to dislodge Frooti. the company promoted the product using that famous baseline. The product have tried to create excitement in .
The old green color of the bottle changed to more bright mango color with lot of graphics added to it. Worried by the stagnating sales. There were posters and outdoors all across the markets that had messages like “Who is Digen verma” “ Digen Verma was here” etc. Frooti also changed its positioning statement from ‘ Fresh-N-juicy” to “ Juice Up your life” which have not clicked with the customers. The campaign was about a faceless person Digen Verma. May be some serious steps should be taken to increase the usage of the product. The package also changed. But the campaign was not followed up and the hype was not translated to long term brand building. competition came from a slightly different category. But in late ninetees the brand was facing stagnated sales. The came the experiment with packaging . 100% fruit juices. Parle tried to reposition the brand to appeal to youth aged between 16-21.the market through a series of new variants and packing. Frooti is facing stagnation. The YO! Frooti variant came with a slim paper can aimed at the college going youth.The brand Real from Dabur is the main player in this category. The positioning changed to be more fun based. The campaign is the famous “ Digen Verma “ campaign. Parle could have extended Frooti to this market also . One of the most famous marketing campaigns India have witnessed took place during the repositioning. The campaign was executed by Everest communication. The campaign lasted for 15 days started in February 2001. Recently Frooti also launched a “Green mango” variant just to . The launch of PET bottle Frooti is a step in this direction. This created lot of excitement in the market and “Digen Verma “became the most talked about faceless name at that time. Real effectively positioned itself as a premium healthy drink for adults. it also have some preservatives added to increase the shelf life. Although Frooti did not face much competition in the category it created. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. Frooti is basically a nectar based drink so it is not 100% fruit juice. Parle saw the emergence of the “ 100% fruit drink market and launched “Njoy” brand but it did not clicked. This campaign was considered as one of the most successful teaser campaigns in India. Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavour. Although Frooti enjoys a commanding (75%) market share .
Frooti may have to reposition itself again to appeal to cola drinkers.'crystal mango bowls will be placed at various retail outlets where people can donate money. PARLE AGRO’S EFFORTS FOR FROOTI’S PROMOTION 1) Parle launches Frooti Foundation (On May 28. As part of the Foundation's initiative 'Alms for aams. child specialists and staff from orphanages in understanding issues that orphans deal with and a summer camp for underprivileged children. an initiative designed to give back to the less fortunate in society." said Nadia Chauhan. . 2008) Parle has launched the ‘Parle Agro Frooti foundation'. which will be used to assist orphanages in the city. Parle has launched the ‘Parle Agro Frooti foundation'.create some hype in the market. the Frooti Foundation donates a carton of mangoes to an orphanage. an initiative designed to give back to the less fortunate in society. Other activities include a talk show on Radio One designed to assist psychologists.frootifoundation. “The Frooti Foundation is yet another way for Parle Agro and Frooti to reach out to people and make a positive difference in their lives. the company has signed up with Radio One for'Aam baatne se bat tha hai. director marketing. Parle Agro. As part of this recent corporate social responsibility (CSR) initiative.' through which listeners are asked to call in with their 'mango experiences' and each time somebody does so. The company has also launched a website www.com as a part of this initiative.
it started with an extensive look at the market. Built around the concept of ‘Why Grow up. his new values. We couldn’t try and behave like a gaming brand or a jeans . In a major push ahead of the critical summer season. its history. it’s strengths.’ the TVC that went on air recently is a montage of shots showing mango lovers from various age groups enjoying the drink. Built around the concept of ‘Why Grow up. Frooti embodies the spirit of mango. Today. slurping it without any inhibitions. ‘cool’ comes from being unabashed about what you are and not by aping or trying to be someone else. It is asymmetrical and people go nuts having a mango. Parle Agro has launched an aggressive marketing campaign that will look at repositioning its mango drink Frooti as a more contemporary youthful brand. Creativeland Asia has worked on the repositioning which will has seen a repackaging for the mango drink.’ the TVC that went on air recently is a montage of shots showing mango lovers from various age groups enjoying the drink. It is a childlike fruit.2) Parle Agro repositions Frooti ahead of the summer season (On Mar 17. the target consumer. created in-house by the agency. 2009) In a major push ahead of the critical summer season. created in-house by the agency. Then we studied the brand. All the slurping sounds are edited in a way that lends itself to a rhythm. Why grow up?’ The Frooti revamp has been a nine month exercise. Parle Agro has launched an aggressive marketing campaign that will look at repositioning its mango drink Frooti as a more contemporary youthful brand. You cannot eat it with a fork and a knife. slurping it without any inhibitions. A mango cannot be a grown up serious fruit. The TVC ends with a sign off saying. Creativeland Asia has worked on the repositioning which will has seen a repackaging for the mango drink.
As of now. the third one is significant and presence there would add more distribution touch points. Creativeland Asia on the thought that went into the repositioning exercise. "Of the three consumption occasions-on the go. president FMCG and Food at Future Group. Singapore and the sound design for the commercial was created by The Gunnery in Singapore. not that this isn’t Frooti. "By entering into the RGB segment. The film was edited in VHQ. it would still be a rough road for Parle as Maaza is the most preferred non-alcoholic ready to drink beverage in the country. PET and glass bottles. "However. The TVC has been shot by Prakash Varma of Nirvana films. joint managing director at Parle Agro. Parle Agro is aiming to launch Frooti in returnable glass bottles Parle Agro is entering the RGB (returnable glass bottles) segment by launching its mango juice brand Frooti in glass bottles to take over Coca-Cola’s Maaza. We had to find a voice for Frooti that was well within its values and yet so cool and contemporary that people in their head said ‘Wow." said Nadia Chauhan. restaurant & cafe) are a significant channel that is primarily RGB driven. chairman and chief creative officer. I didn’t look at Frooti like that’.000 crore fruit-based drinks segment and is available in tetra packs. Experts say that this could be a good move for Frooti and in fact could be a game-changer for Parle.brand. sales as well as new consumers since 'Horeca' (Hotel. . "We expect to increase our market share with this move" he added. at home and on-premise consumption-Frooti has been covering the first two. It can now match Coca-Cola and also venture into the biggest sales channels. Maaza is the leader in the 2.” explained Sajan Raj Kurup." Though this is an intelligent move. It also enjoys massive brand equity – one that is synonymous with mango. we are looking at increasing our footprint in virgin territories." said Devendra Chawla. 3) PARLE TO LAUNCH FROOTI IN GLASS BOTTLES Challenging Maaza.
” Chauhan informed that the campaign would be on air till May-end. Speaking on the revamp plan. So. This season. In the past. 2009. including on ATL and BTL activities. Raj Kurup. we will spend approximately Rs 15 crore. “Revamp for a legendary brand and a market leader cannot happen overnight. to reinforce that Frooti is the . Fresh and Juicy’. The brand has been quite forthright in trying to get a stronghold in the youth segment. contemporary mango drink. Elaborating on the marketing and branding strategy. Chairman and Chief Creative Officer. “The objective of the new campaign is to contemporise brand Frooti and lay the foundation for a long-term strategy. Parle Agro had created some interesting campaigns like Digen Varma and Bindass campaign. which has been conceived by team Creativeland Asia and directed by Prakash Varma of Nirvana films. values. The campaign broke on March 13. while being true to its core mango values. Parle Agro. Director. explained. As part of the strategy.CREATIVELAND ASIA’S CAMPAINGN OF FROOTI 1) Parle Agro incurs Rs 15 cr on Frooti’s ‘fresh and juicy’ avatar (On Mar 17. 2009) Parle Agro’s mango drink Frooti has completed a nine-month revamp exercise and is now ready with a new look and campaign that asks ‘Why grow up’. Parle Agro will spend approximately Rs 15 crore on the campaign. tone. However. Nadia Chauhan. said. starting with a TVC. Creativeland Asia and Frooti began its long journey last year to make the brand a more youthful. This season. for the brand. Creativeland Asia. last year. packaging. feel. and communication. Frooti’s brand story began with the catchy ‘Mango Frooti. Parle Agro with its creative partner started cracking on the new revamp plan that involved a new look.
” The Frooti revamp exercise started with an extensive look at the market. A mango cannot be a grown up. The packaging is brighter. The campaign will be a culmination of various media – conventional and alternate – that includes the Internet.” he further explained. we couldn’t try and behave like a gaming brand or a jeans brand. Frooti embodies the spirit of mango. From the new identity.” The new revamped look of Frooti includes new identity and new packaging. ‘wow I didn’t look at Frooti like that’ and not ‘that isn’t Frooti’. It is extremely youthful. Hence. Mango is a quaint fruit. people go nuts having a mango. However. The agency has created new Mango Emoticons. “Cool comes from being unabashed about what you are and not by aping or trying to be someone else. the idea arrived as was ‘Why grow up’. the ‘Mango ka ek hi naam’ campaign was created. we had mentioned that this is just a stop-gap and that we would be back with a more contemporary Frooti next year. You can’t eat a mango with a fork and a knife. Kurup signed off by saying. Hence. The new Frooti has been launched with three new pack designs with three new Mangoticons. fondly known as Mangoticons. Creativeland is also creating internal . Kurup informed that the process included studying the brand. it looks funny. the target consumer and their new values. the logo has been carefully tweaked to look a little more contemporary. The slurping sounds progress into a rhythm. It is sharp and is in keeping with the contemporary values of what a mango drink can embody. without inhibitions and with contentious slurps. We had to find a voice for Frooti that was well within its values and yet so cool and contemporary that people in their head said. serious fruit. “The ‘Why grow up’ campaign just sets the stage for a 10-year strategy. The film is then signed off with the ‘Why grow up’ tagline. cleaner and has a new visual identity. Parle Agro will launch 25 Manogticons in the market. in premise stunts and spectaculars with a huge thrust on user generated content. By the next season. apart from the youth and external market. It is a childlike fruit. “The ‘Why grow up’ strategy will constantly reinvent itself over the years and promises to bring in cutting edge communication year after year on the brand. People get lost having a mango. is asymmetrical. which portrays mango drink lovers across age groups enjoying the drink the way it is truly enjoyed. ambient installations.original mango drink and as a tactical move. The first piece of communication with the ‘Why grow up’ theme is a TV commercial. social media. According to Kurup. its history and its strengths. While we were talking to the media then.
schools. which will be breaking on air on Monday April 27. the campaign titled ‘Juicy Mango Surprise Project’ will be repeated across 12 metros and mini metros across the country in malls. on-ground activities. besides viral videos. rolling down from above a slope. In the videos.. rolling down from above a slope. In most cases. as this is a completely new way of thinking on Frooti for years to come. which will be breaking on air on Monday April 27. Billed as an integrated campaign which will involve a live outdoor stunt.” 2) Creativeland Asia’s new Frooti campaign attempts an Integrated route (On Apr 23. sales.communication in the form of workshops to brand partners. colleges and popular youth hang-outs. In a departure from a typical 30 second spot with a storyline or a narrative. . 2010) Creativeland Asia has created a series of ads for Parle Agro’s Frooti. are greeted by a Frooti undercover agenct who will explain the idea behind the stunt and hand them a complementary bottle of Frooti. Creativeland Asia has created a series of ads for Parle Agro’s Frooti. the ads capture people’s reaction to giant sized props in the form of mangoes which suddenly appear on the streets. the mangoes seem to be chasing the people on the streets and the video captures their reaction to the charging mango. a direct marketing campaign. In a departure from a typical 30 second spot with a storyline or a narrative. the people who have been played a prank on. word of mouth buzz and television spots. etc. media agency. the ads capture people’s reaction to giant sized props in the form of mangoes which suddenly appear on the streets.
“We started off with trying to think of the various ways in which we could own the word 'mango. “Although TV remains the lead medium.'The idea was to surprise people with a real big mango when they least expected it. They were dropped from trees and rolled down sloping roads to the surprise of unsuspecting passersby. “Frooti is a fresh and juicey take on mangoes. which will then seamlessly integrate into various executions across different media. We had no actors so we would just look at people form hidden cameras and intuitively decide on them as we had no clue how people were going to react to this big mango. “This is one of the toughest assignments we were doing. which continues the brand’s positioning of ‘Why Grow up?’ . We had no script so we would make things up as we sent along. Parle Agro said.Explaining the idea behind the campaign.” Adds Nadia Chauhan. This year we have focused more on the real mango aspect in a sort of fun ‘why grow up’ way. chairman and chief creative officer. Strategic locations were rigged with eight hidden cameras. I’m sure our fans will find this way of emphasizing real mango more entertaining and they will enjoy watching the adverts as much as the enjoy drinking Frooti. Creativeland Asia said. Sajan Raj Kurup.” Added Kurup. the campaign has the potential to engage consumers into creating user generated content around this theme.” The first seven films that have been shot in this series have been directed by Prakash Varma of Nirvana films. 2011) Creativeland Asia has come up with a new campaign for Frooti. Varma added. Four to nine feet tall mangoes were created from silicon and organic pulp. joint managing director and CMO.” 3) Creativeland devises game show for new Frooti campaign (On Mar 15. It’s the first time that we have attempted in executing such an idea.
Talking about the brief. Sajan Raj Kurup. “The brief was simple . to running the content as a branded game show. the unsuspecting gameshow contestants participated in the games whole-heartedly while being themselves. From branded content on TV channels where Frooti is tying up with a youth channel. The branding came in the form of Frooti which was given to the contestants to refresh them as soon as they were done with the game.Creativeland Asia has come up with a new campaign for Frooti. With eight cameras set up. “Thus. where the object that the participant must wrestle with. Creativeland Asia says.” Kurup says the new campaign has evolved from being a TVC to a form of branded content. “The most entertaining moments from the Mango theme-based gameshow .Help Frooti retain ownership of mangoes while staying true to Frooti’s ‘Why Grow Up’ philosophy. is a large toy mango on every occasion. He adds. .Mango Slam Bam Bam Bam are being showcased as Crazy Mango Fun across Media as this year’s Frooti campaign. to viral content on their own microsite.” He further adds. founder and creative chairman. which continues the brand’s positioning of ‘Why Grow up?’ The new campaign has been conceptualized as a game show. mango tasks in a real gameshow setting with lifesized props and massive rigs. where games are being developed to allow Frooti’s fans to superimpose their faces into the ads. The campaign for this year had to dramatise mangoes in the most entertaining way possible. we created ‘Mango Slam Bam Bam Bam’ – a mango-themed gameshow with contestants being put through various fun.
The first time that Raj and the team from Creativeland Asia spoke to me I was hooked by the reality game theme of the idea.send it across to all their friends and have some Crazy Mango Fun of their own.” The Mango Slam Bam Bam game-show is orchestrated by Director Ram Madhvani from Equinox Films. Said Madhvani on the campaign. It is great to have trust and faith from Nadia and her team too. Parle Agro said.“The reality game show approach is path breaking and will make consumers feel the amazingness of mangoes while subtly bringing in the brand association with Frooti. Kurup says an extensive social media campaign is also being planned across various vehicles. sampling and radio.” . Nadia Chauhan.” The campaign and the website (www. The campaign will continue to be driven through direct marketing and promotional activity. joint managing director and chief marketing officer. Multiple 30 second TVCs across channels are a part of the integrated campaign.crazymangofun. like on-ground activation – replicating the games at malls and other strategic locations. My task was to capture the contestants’ inner craziness in a real game-show way.com) go live from tomorrow. “Frooti was Crazy Mango Fun.
Parle Agro." says Nadia Chauhan. catching people unawares. providing margin and delivered on time. variants of product. competitive price. packaging. improving high productivity. "A lot of those who got captured in the film commented on FB. Place. distributors and retailers margin and availability. Since it was a candid campaign. But somewhere it seemed that Digen Verma was becoming more popular than the product itself. featuring a giant mango rolling down a slope.The customer awareness of brand which it was likely to capture seemed quite phenomenal. available in different pack size and its pack imagery should act as a catalyst for youth segments. Frooti as a successful brand should satisfy as a refreshing drink. capacity of production etc. She's now planning to use FB for employee branding and recruitment. Joint MD and CMO. • Marketing(Product Mix. the emotions of the people on camera were real. Promotion) has into it factors like need satisfying. shot in Pune. Its price should be affordable & comparable with competitors. Price. The controllable factors are• Operation/ Production consist of the issues like quality of production. taste as real mango. Frooti has to be a quality drink with improved productivity level so that its operational costs were quite low. pack imagery. . The company decided to put the campaign up on its Facebook (FB) page. quality of product. Success of a brand is dependent on many factors besides the promotional campaign:• The campaign had been successful in not just evoking interest but also in increasing sales. The sales were up by almost 30% by investing 30 million on campaign. which in turn led to a lot of positive word of mouth. The success of a brand is dependent on factors which could be categorized into two segmentscontrollable and non-controllable. Parle Agro launched a campaign for its Frooti brand.Social Networking Site: Companies increasingly using Facebook to promote business Last year. defying the very strategy.
7) No brand expansion .• HR/ Finance Department have issues of trained employees and cost minimization. organized and unorganized sectors). The non-controllable factors are Political-Economic-Legal. 6) Frooti has no brand ambassador. 2) Frooti has limited variety of flavour . 5) The main target audience of Frooti is kids. Customer & Market.Cultural. Physical. Frooti as a youth drink in the market will face direct completion from Coke & Pepsi and indirect competition from Fruit juices. The production cost should be minimized to increase the % of profit to achieve sound profitability in the business. To avoid these Frooti should be an ethical product.only mango and green mango. syndrome in the mind of consumers. WEAKNESSES OF FROOTI 1) Frooti is not perceived as a health drink. Competitors & Industry( Direct and Indirect competition.Brand equity of Frooti is not utilized properly . Socio. As per our survey majority of our respondent didn’t consider Frooti has a health drink. Sugarcane juice etc. Demographic. 4) Margin given to retailers and distributors is less as compared to its competitors. fulfilling all the quality certification. Technological. 3) “Frooti means mango”.Natural.
8 lakhs Social networking sites Rs.20 lakhs Hoardings Rs. In a basic sense. MEDIA PLAN OF FROOTI MEDIA BUDGET Television Commercials Rs.MEDIA PLAN The media plan determines the best way to get advertiser’s message to the market.40 lakhs Print Media Rs.1 crore Banners and buntings at point of sale Rs.22 lakhs .10 lakhs Mobile Display on vehicles Rs. the goal of the media plan is to find the combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost.
y h l y e Augus Septembe Octobe Novembe Decembe July t r r r r . because there are many important changes to be made. Oct-Dec.IMC TIMELINE: ACTIVITIES MONTHS Januar Februar Marc Apri Ma Jun y Television Commercials Game shows Changing the Perception of children’s drnk Tool/Media Online Videos Hoardings Magazines Advertisement s Web Page Guerrilla Marketing Banner This timeline is effective because the entire project is implemented in stages of different priorities. First we need to create an image about the brand to make our advertising activities attractive. Other activities include changing the Perception of Frooti being a children’s drink and for this we want to start in February. April. Television Commercials need to be started in January as it is one of the most important item that is needed to be increased and developed. Game shows to be organized in months of February. June. July.
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