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INTEGRATED MARKETING COMMUNICATION PLAN FOR FROOTI

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 Indias 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 Indias first real fruit and dairy fresh milk drink. It contains orchard fresh pulp of mango / strawberry and dairy fresh

healthy low fat cows milk. Its 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, its 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.

WHY FROOTI?

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, 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. Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline Mango Frooti - Fresh and Juicy has huge brand recall value for consumers and has helped the brand strengthen and consolidate its position as the market leader. Frooti has been a trendsetter all through its 25 years of existence. From being the first fruit drink in a Tetra Pak, to being the first in a PET bottle, Frooti has innovated all along the way. Frooti as a brand has always tried to evolve with its ever evolving consumers to be relevant to them at all times. This is what really makes Frooti one of the most trusted brands and the most preferred mango drink of India. THE MANGO MANIA Imagine the fun of having a mango, and associate it with a brand! Frooti is most likely the answer one would come up with. The packaged mango drink comes as the flagship product from Parle Agro, a company which came into existence as one of the three groups born out of disintegration of Chauhan family-owned Parle in 1984. A year later, Parle Agro launched Frooti. From being the first fruit drink in a tetrapak, to being the first in a PET (Polyethylene Terephthalate) bottle, the brand has maintained a leadership position in its category, both in terms of innovation and volume. Not only that, Frootis significance in the growth of Parle Agro

is well reflected in words of Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, as she proudly says, Frootis journey has been one of the most successful and fulfilling experiences for us at Parle Agro. Right from its launch in 1985 till this day, Frooti as a brand has set standards, forged memories, created landmarks and made a place in the countrys hearts and minds. Though Frooti as a product has remained same for last 25 years, the brand per se has evolved in its look, positioning and targeting. When Frooti came into existence over two-and-a-half decades ago, it came in as a contemporary and youthful drink. From its communication of early 80s, where pretty girls in mini-skirts sipped Frooti on TV screens, to its recent Why Grow Up TVC, the brand has kept refreshing its communication. Over the years, the brand has also experienced a series of repositioning. The base tagline, however, completed a full circle from Mango Frooti, Fresh and Juicy at its launch to Mango Frooti, Fresh N Juicy now. In between, the brand used different taglines such as Frooti Just like that, Fresh and juicy! What a beauty! Mango Frooti!, and Juice up your Life. The present ad campaigns, focus on Frootis association with mango, while engaging the youth by presenting the brand as trendy and contemporary. The good old days

When Frooti was launched in a green rectangular tetrapak as a ready-to-serve mango drink, it was a first of its kind in India. Since, the packs could be carried easily and conveniently, the packaging played a major role behind making the product popular. The catchy tagline helped the brand gain an unparalleled recall value in the product category, as Chauhan says, One of the reasons, due to which Frooti has been able to maintain its leadership position, is the brands unique ability to change that has kept it true to its essence, Fresh n juicy. The brand, initially was positioned as drink for kids and the product was perceived as a healthy fruit drink by mothers as an alternative to colas. The tetrapak automatically carried benefits like extended shelf life for the fruit juice, which otherwise is a perishable product. According to industry estimates, by year 2000, Frooti had a majority market share of Rs 300 crore tetrapak fruit drink market. However, by that time cola majors like Pepsi and Coca-Cola had also started seriously looking into this drink category. Moreover, with likes of Jumpin and

Real, Frooti witnessed heightened competition in its own segment of tetrapak fruit drinks and juices. From kid to adult

It was time for the 16-year-old brand to restructure its marketing strategy. Targeting to kids was not enough, as Parle Agro realised that while most people loved Frooti as kids, when they grew up, they felt Frooti was for a younger lot. There came a thought for revamping the packaging and positioning of the brand. As time changed, says Chauhan, We realised the importance of staying in tune with the expanding young consumers in the country. Based on consumer insights and trend forecasting, we felt the need to innovate the brand. With Frooti tetrapak firmly established in the market, it was time for the brand to expand the consumption occasions and consumer interaction points. Moving ahead, in 2002, Frooti launched its 250 ml, 500 ml & 1 litre PET bottles, becoming the first beverage to be available in a PET bottle. The rationale was very clear. The three SKUs (Stock Keeping Units) were meant to hit three major consumption occasions. The 250 ml for on-the-spot consumption, the 500 ml for onthe-go consumers and the 1 litre PET for in-home consumption. This new packaging format, with rich visible product colour, 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, says Chauhan. To capture the low-income group segment, Frooti in 2004 launched a triangular Tetra Classic Aseptic (TCA). An affordable branded beverage at Rs 2.50 was unheard of when the pack was launched. Further, the TCA would come in chains and could be strung from anywhere along with chips or shampoo sachets. Because the pack did not require refrigeration, retailing points for the liquid confectionary expanded from tea stalls to fruit shops to even phone booths. Having done enough on packaging, Frooti in 2005, rode on a major task to don a youth look. It started with a new mango look followed by a bright yellow packaging in 2008. Giving its logo a youthful look was something that the brand began as a starting point to connect with the youth. To make this effort more impactful, the brand launched successive campaigns to

engage with young and adults. 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, we couldnt alienate the child. In the summer of 2009, we launched the thought Why Grow Up to turn the problem on its head, while keeping our loyalist kids well within our realm, says Chauhan. The statement Why Grow Up put Frootis communication in a different league from its competitors as the brand established itself as a drink for young-at-heart. It also laid foundation for a long-term strategy and vision for the brand, says Chauhan. The fun factor

So, the new strategy for Frooti focussed on one hand on breaking the image that youth associated Frooti with, on the other hand it tried to communicate with an expanded TG who are essentially fun-loving, trendy and modern. The first major campaign to engage with a curious youth segment was launched in February 2001. The campaign was about a faceless person Digen Verma. The campaign by Everest created an initial buzz and generated interest among youth but it lacked a long term strategy to engage the audience. In another advertising campaign recently, called Juicy Mango Surprise, a nine-foot tall mango was either rolled towards people or dropped very close to them. Their real life reactions and frenzy was captured through multiple hidden cameras and a realty TVC was made out of it. With this, Frooti focused on consumer engagement. Frootis Juicy Mango Surprise which was our campaign for 2010, began as an outdoor live stunt, which was extended to television commercials, the web and social media, Says Chauhan. After last years unique OOH formula, which was recognised in Cannes Festival also, Frooti has come up with its reality TVC. The TVC is based on a mango theme-based game show, called Mango Slam Bam Bam Bam. The entertaining moments from the game show are showcased across media as this years Frooti campaign. To keep the brand in sync with netizens, Parle Agro also launched a social media campaign through a microsite that showcased exclusive footage of making of the TVC.

These activities conceptualised by Creativeland Asia, the creative agency for Frooti since 2007, helped the brand establish connect with its target audience and also helped increase the brand visibility. Chauhan, however, feels that core to each and every communication is the refreshing product that Frooti is. While we have always moved with the times keeping our communication contemporary and youthful, the one underlying truth which we consciously maintain in all our campaigns is the fact that Frooti is made of real, juicy mangoes, she says.

Challenges While Frooti has evolved a lot in terms of its positioning, the brand still has challenging tasks in hand. Experts suggest that the brand was launched in tetrapak and still the consumer association with the format is very high. Another challenge for the brand is to make the product available in returnable glass bottles (RGB) format, which according to Chauhan, is the biggest form of packaging in the mango drink category. Parle Agro is, however, unfazed with the growing competition with likes of Maaza and Slice, as Chauhan says that the category is growing and every player stands to gain in this market. The fruit drinks category in India has been growing at a steady rate. While existing players are investing in this category, it is also attracting a lot of new players. This will only help expand the category exponentially over time, she says.

FROOTI LOGO:
The Frooti logo has been carefully tweaked to look a little more contemporary while retaining its classic character. The complete metamorphosis will take a little while.

OLD

NEW

MARKETING MIX OF FROOTI


PRODUCT: A product is anything that can be offered to a market to satisfy a want or need. Indias first real fruit drink in a Tetra Pak is available in - Frooti Mango, Green Mango. Frooti Mango is from premium Indian Mangoes. Frooti has also been introduced in PET bottle packing. Mango Frooti contains vitamin A which is essential for eye sight, growth and healthy skin. Frooti is a delicious and refreshing ready to serve fruit beverage. Frooti comes in Fruit drink segment of NCSD category (NON-CARBONATED SOFT DRINK). 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, we can see that Frooti has got a very large quantity basket.

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

PRICE: TETRA PACK PACKAGING QUANTITY 65 ml 200 ml 250 ml PRICE (Rs.) 2.50 10.00 12.00

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. Frooti reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly. 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. Frootis 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.) 10.00 18.00 30.00

PROMOTION: In a strategic move, Parle Agro Ltd is revamping its marketing plans in a bid to promote its flagship brand Frooti in the overcrowded category. In fact, the company has taken a different marketing route by launching a host of new retailing and packaging initiatives to pump up volumes. Three years ago, 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. Parle Agro had introduced two characters called Froo and Ti on every 200 ml pack of Frooti as part of its retailing initiative. These two characters are being displayed on the packs of the drink. And through tongue twisters, puzzles and

various interactive games, the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs. These two characters are very different in nature. While Froo is an affable girl who is good at studies, Ti is a naughty boy who keeps running after Froo to get his home-work done. With this move, the company expects to share various activities of its target audience--kids. Recently, Frooti was introduced in a new tetra pack packaging in 65 ml quantity which is priced at Rs 2.50 each and Parle is promoting it as 5 KA 2 OFFER, which means 2 packs for Rs 5. COMPETITORS: The main competitors of Frooti are as follows:Maaza Slice Real Tropicana

CHANGES IN PACKAGING OF FROOTI OVER THE YEARS

TAGLINE
CHANGES IN TAGLINE OVER YEARS Mango Frooti, Fresh n Juicy has remained the base tagline since the brand launch. In between, the brand has used new taglines such as: 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, Frooti packs currently incorporate the decades-old tagline, with a minor change, saying, Fresh N Juicy Mango. Even the ad plays the jingle towards the end. But Frootis brand communication is based around the theme of Why grow up.

TARGETED MARKET

Recreational Fitness Health Lifestyle Sports PRIMARY MARKET KIDS - Fond of fruit juice

TEENS - More experimental YOUTH- Experimental & more buying power Working People Women Elderly people

SECONDARY MARKET Travel Industry- Airlines, Railways & local transport systems Recreational- Movie Theatre, Malls etc. 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, non-carbonated drinks PSYCHOGRAPHIC: NEW IMPULSE CATEGORY: The youth segment was targeted with sub-segements: TWEENS (9-12) TEENAGERS (13-19)

65ml- Targeting Low Income Levels 250ml- Handy Bottle- Targeting Teens as Single Serve Pet 250ml- Economical & used in canteens, offices and colleges Frooti Family Size 1Litre Pet- 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

Madhur Pandey, Marketing Manager, Parle Agro said, Frooti is India's legendary and iconic mango drink. When Frooti was launched in 1985, it came in as a really contemporary and youthful mango drink. Frooti was the first brand to introduce fruit drinks in tetra packs to Indian consumers. It was cool to have a Frooti. Even the imagery in Frooti commercials was way ahead of anything else the Indian society was exposed to. Frooti was positioned as a mango drink that is Fresh-n-juicy For over 7 years, the company promoted the product using that famous baseline. The product have tried to create excitement in the market through a series of new variants and packing. But in late ninetees the brand was facing stagnated sales. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. The came the experiment with packaging. The YO! Frooti variant came with a slim paper can aimed at the college going youth. Worried by the stagnating sales, Parle tried to reposition the brand to appeal to youth aged between 16-21. The positioning changed to be more fun based. The package also changed. The old green color of the bottle changed to more bright mango color with lot of graphics added to it. One of the most famous marketing campaigns India have witnessed took place during the repositioning. The campaign is the famous Digen Verma campaign. This campaign was considered as one of the most successful teaser campaigns in India. The campaign lasted for 15 days started in February 2001. The campaign was about a faceless person Digen Verma. There were posters and outdoors all across the markets that had messages like Who is Digen verma Digen Verma was here etc. This created lot of excitement in the market and Digen Verma became the most talked about faceless name at that time. The campaign was executed by Everest communication. But the campaign was not followed up and the hype was not translated to long term brand building. Frooti is basically a nectar based drink so it is not 100% fruit juice, it also have some preservatives added to increase the shelf life. Although Frooti did not face much competition in the category it created, competition came from a slightly different category, 100% fruit juices. Parle saw the emergence of the 100% fruit drink market and launched Njoy brand but it did not clicked. Parle could have extended Frooti to this market also .The brand Real from Dabur is the main player in this category. Real effectively positioned itself as a premium healthy drink for

adults. Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavour. Frooti also changed its positioning statement from Fresh-N-juicy to Juice Up your life which have not clicked with the customers. Although Frooti enjoys a commanding (75%) market share, Frooti is facing stagnation. May be some serious steps should be taken to increase the usage of the product. The launch of PET bottle Frooti is a step in this direction. Frooti also launched a Green mango variant just to create some hype in the market. Frooti may have to reposition itself again to appeal to cola drinkers. Frooti ads are no longer meant to just create buzz, they are created keeping in mind a long term brand vision. Even the treatment of subject in the ads has also changed. Instead of a story narrated through songs and dance, their new ads are more about situations and showcasing how consumers connect with Frooti. Frootis most recent ad campaign with the Why grow up theme, lays the foundation for a longterm strategy and vision for the brand. It not only highlights the brand make-over, it also stays true to Frootis core mango values. Rationale behind the Digen Verma campaign:The rationale behind this campaign was very effective, it is as follows: Create hype in the market- 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 .
Somewhat unusual- Something mysterious always captures the attention of the people,

so to draw the attention of the young crowd towards the long-forgotten Frooti, Digen Verma was presented as a role model.
Inconsistent image of the celebrities- 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- To have mass appeal to the audience the character should be ubiquitous

enough, he had to lead a life that normal consumers could relate to and the storyline had

to be powerful enough to sustain interest. Digen Verma had all this in him so it received a favourable response from many parts of India. The Components of the re-launch strategy of Parle-Agro for Frooti: Extensive market research: - The first thing that Parle-Agro did was conducting

detailed market survey. It gave lots of information about the competitors strategies, customer base and psychology and attitudes of the customers towards their products.
Defining product category: - Parle defined its product category as the need satisfying

category which quenches the thirst and fun to drink. The product form was fruit juice with competitors in the juice category like Tropicana, Jumpin and soft drinks like CocaCola, Pepsi and others.

Define the target audience: - The youth segment was targeted with sub-segments Pre-

teens (9-12), Teenagers (12-15), above teenagers (16-19) which are the new impulse category. The sporty and fun-loving nature of the teens and their hung-out likings were taken into account.
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. 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.

Differentiation and communication: - Frooti was planning to come up as a fruit drink

for youth meant for hang-out purposes. Plan of action for the 4 Ps of marketing

Product- The product will be Tetra-pack Frooti, 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.

Place- The typical college going crowd hung out at the canteens, Bus-stops, local trains, restaurants etc. so the promotions are to be extensively carried out in these locations as a part of which many popular teenage joints such as restaurants, movie theatres, buses and local trains were flooded with catchy posters asking Where can you find Digen Verma on Saturday nights? or What is Digen Vermas favourite serial? etc.

Promotion:- The promotion was done using a national identity Digen Verma who was some sort of a role model whom others could relate to. The campaign was highly innovative and creative so it build a hype over the mysterious character. The campaign included Television commercials, outdoor media campaigns, offline promotions and online advertising campaigns.

ADVERTISING STRATEGY
Past Agency: TBWA, Everest, Percept and Grey have handled Frootis advertising earlier. Current agency: Since 2007, the creative duties of Frooti are being handled by Creativeland Asia.

What made Frooti ads so endearing? Pandey added, We have never used a celebrity / brand ambassador for Frooti, yet our ads have always had tremendous mass appeal. What makes the Frooti ads so endearing is the fact that our ads have always been about mango lovers. Each ad speaks for Frootis brand heritage and stands for its long lasting relationship with Indian consumers. You would not find a single Frooti consumer who would not remember Mango Frooti, Fresh n Juicy. The line, popularized by the jingle in our ads is so memorable that you hum one part and someone else will complete the other.Mango lovers have always identified Frooti with mangoes. We have never had to enforce it. Over the years, Frooti has gone on to become Indias favorite mango drink. PRODUCT PROMOTION Frooti is promoted through Television Commercials, Banners and buntings at point of sale, Mobile Display on vehicles, public transport & hoardings The early ads of Frooti were all about informing the customer. "Nobody had seen anything like that, where you could punch a straw into the pack and walk away with it. We launched Frooti with a lot of local gimmicks; there were packs of Frooti hanging from trees which people could pluck. In stores standees, promotions were very eye-catching and the curiosity that the pack generated was overwhelming. People who travelled to Mumbai were seen carrying 4-5 cartons of Frooti with them back home. Point of purchase was the singular most important thing for Frooti and the drama we did there got us all the attention. We also did school launches for the brand and every major school in Mumbai stocked Frooti in its canteens," recalls DaCunha. Interestingly, it was the agency that came up with the name Frooti, because the company had considered extending the name to other fruit drinks as well. "Product advertising played a huge role in building the brand, there was a lot of education involved. When it first came out, people

mistook it for a soap, we had to tell them to take a straw, pierce it and sip it," says Nadia Chauhan. Furthermore, variants like Yo Frooti, designed with a pullback strip exposing the mouth of the tetrapack instead of the plastic straw, struck a chord with the youth. Over two decades later Frooti is still the leading brand in the mango drink space. In the year 2009, the brand was revamped. "When Frooti came into existence, it came in as a really contemporary and youthful drink. It was cool to have a Frooti. Even the imagery in Frooti communication was way ahead of anything else the Indian society was exposed to. Frooti commercials in early 80s with pretty girls in miniskirts, hula-hoop, use of CG, people diving into a pool of Frooti, etc., was something India hadn't seen before. We realized being cool wasn't alien to Frooti, it was just about reinstating the cool factor," explains Nadia Chauhan. Since its launch Frooti has done many innovations on the packaging and advertising front. While tetra packs established the brand, Frooti was also the first to introduce the drink in PET bottles. In 2003, to increase penetration Frooti created triangle shaped small packs of Frooti priced at Rs 2.50. Called Magic Frooti, the SKU helped the brand gain entry into a large number of markets in interior India doing wonders for the brand. While they are not willing to disclose the figure, Nadia Chauhan says they christened the SKU 'Magic Frooti' because of the wonders it did for the brand sales. 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. 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. 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. A 400 ml PET bottle priced Rs 20 is another new launch, targeted at on-the-go consumers

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. The new TVC for Frooti is radical in its approach taking the previous years innovative reality TVC format to a whole new level, offering viewers mango-based branded entertainment, aptly titled Crazy Mango Fun. GUERILLA APPROACH Falling 9 Foot high mangoes Communicated Brand Essence

Surprisingly Juicy-Mango Frooti

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

Parle's Frooti No 1 fruit drink Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in India. It reaches more than 10 lakh retail outlets in up to class C towns through more than 1,500 distributors and wholesalers directly and indirectly. India's first real fruit drink in Tetrapak is available in three delicious varieties - mango, orange and pineapple - Frooti Mango from premium Indian mangoes, Frooti Orange from chilled imported orange concentrate from Brazil and Frooti Pineapple made from ripe juicy pineapple. The company's another revenue earning brand includes Bisleri water. The Bisleri brand of mineral water is being made available across the country. It has a market share of 40 % Meanwhile, Parle Agro is planning to tap the rural markets with its strongest brand, Frooti. There are plans to set up a separate distribution network catering to these pockets with modifications leading to value addition in the product itself. States Chauhan, ``We want to penetrate rural India not only in terms of the number of outlets but also with regard to frequency of coverage. After all there are people out there who want to copy city folks.'' This should ensure that the Frooti brand covers a tota l of one million outlets nationwide. Frooti is the first tetrapak fruit juice in India. Launched in 1984, Frooti still holds a dominant position in the Rs300 crore tetrapak fruit juice (TFJ) market. Frooti over these years have carved out a niche for itself in the market. Frooti instantly caught the fancy of Indian consumer with its tetrapak and some smart campaigns. Initially the drink was positioned as a kids drink. The product was perceived as a healthy fruit drink by the mothers. So within a short span of time, the brand was an alternative to the unhealthy colas. The tetrapak had other benefits also . 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. Lured by the success of Frooti, there was a lot of new launches in the TFJ market. Players like Godrej with Jumpin, kissan etc tried their luck in this market but failed to dislodge Frooti. UBP Frooti was positioned as a mango drink that is Fresh-n-juicy For over a 7 years, the company promoted the product using that famous baseline. The product have tried to create excitement in

the market through a series of new variants and packing. But in late ninetees the brand was facing stagnated sales. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. The came the experiment with packaging . The YO! Frooti variant came with a slim paper can aimed at the college going youth. Worried by the stagnating sales, Parle tried to reposition the brand to appeal to youth aged between 16-21. The positioning changed to be more fun based. The package also changed. The old green color of the bottle changed to more bright mango color with lot of graphics added to it. One of the most famous marketing campaigns India have witnessed took place during the repositioning. The campaign is the famous Digen Verma campaign. This campaign was considered as one of the most successful teaser campaigns in India. The campaign lasted for 15 days started in February 2001. The campaign was about a faceless person Digen Verma. There were posters and outdoors all across the markets that had messages like Who is Digen verma Digen Verma was here etc. This created lot of excitement in the market and Digen Verma became the most talked about faceless name at that time. The campaign was executed by Everest communication. But the campaign was not followed up and the hype was not translated to long term brand building. Frooti is basically a nectar based drink so it is not 100% fruit juice, it also have some preservatives added to increase the shelf life. Although Frooti did not face much competition in the category it created, competition came from a slightly different category, 100% fruit juices. Parle saw the emergence of the 100% fruit drink market and launched Njoy brand but it did not clicked. Parle could have extended Frooti to this market also .The brand Real from Dabur is the main player in this category. Real effectively positioned itself as a premium healthy drink for adults. Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavour. Frooti also changed its positioning statement from Fresh-N-juicy to Juice Up your life which have not clicked with the customers. Although Frooti enjoys a commanding (75%) market share , Frooti is facing stagnation. May be some serious steps should be taken to increase the usage of the product. The launch of PET bottle Frooti is a step in this direction. Recently Frooti also launched a Green mango variant just to

create some hype in the market. Frooti may have to reposition itself again to appeal to cola drinkers. PARLE AGROS EFFORTS FOR FROOTIS PROMOTION
1) Parle launches Frooti Foundation (On May 28, 2008)

Parle has launched the Parle Agro Frooti foundation', an initiative designed to give back to the less fortunate in society.

Parle has launched the Parle Agro Frooti foundation', an initiative designed to give back to the less fortunate in society. As part of this recent corporate social responsibility (CSR) initiative, the company has signed up with Radio One for'Aam baatne se bat tha hai,' through which listeners are asked to call in with their 'mango experiences' and each time somebody does so, the Frooti Foundation donates a carton of mangoes to an orphanage. The company has also launched a website www.frootifoundation.com as a part of this initiative. As part of the Foundation's initiative 'Alms for aams,'crystal mango bowls will be placed at various retail outlets where people can donate money, which will be used to assist orphanages in the city. Other activities include a talk show on Radio One designed to assist psychologists, child specialists and staff from orphanages in understanding issues that orphans deal with and a summer camp for underprivileged children. 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," said Nadia Chauhan, director marketing, Parle Agro.

2) Parle Agro repositions Frooti ahead of the summer season (On Mar 17, 2009)

In a major push ahead of the critical summer season, 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, created in-house by the agency. Built around the concept of Why Grow up, the TVC that went on air recently is a montage of shots showing mango lovers from various age groups enjoying the drink, slurping it without any inhibitions.

In a major push ahead of the critical summer season, 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, created in-house by the agency. Built around the concept of Why Grow up, the TVC that went on air recently is a montage of shots showing mango lovers from various age groups enjoying the drink, slurping it without any inhibitions. All the slurping sounds are edited in a way that lends itself to a rhythm. The TVC ends with a sign off saying; Why grow up? The Frooti revamp has been a nine month exercise, it started with an extensive look at the market, the target consumer, his new values. Then we studied the brand, its history, its strengths. Today, cool comes from being unabashed about what you are and not by aping or trying to be someone else. A mango cannot be a grown up serious fruit. You cannot eat it with a fork and a knife. It is asymmetrical and people go nuts having a mango. It is a childlike fruit. Frooti embodies the spirit of mango. We couldnt try and behave like a gaming brand or a jeans

brand. 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, I didnt look at Frooti like that, not that this isnt Frooti, explained Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia on the thought that went into the repositioning exercise. The TVC has been shot by Prakash Varma of Nirvana films. The film was edited in VHQ, Singapore and the sound design for the commercial was created by The Gunnery in Singapore. 3) PARLE TO LAUNCH FROOTI IN GLASS BOTTLES Challenging Maaza, 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-Colas Maaza. "By entering into the RGB segment, we are looking at increasing our footprint in virgin territories," said Nadia Chauhan, joint managing director at Parle Agro. "We expect to increase our market share with this move" he added. Experts say that this could be a good move for Frooti and in fact could be a game-changer for Parle. It can now match Coca-Cola and also venture into the biggest sales channels. As of now, Maaza is the leader in the 2,000 crore fruit-based drinks segment and is available in tetra packs, PET and glass bottles. "Of the three consumption occasions-on the go, at home and on-premise consumption-Frooti has been covering the first two," said Devendra Chawla, president FMCG and Food at Future Group. "However, the third one is significant and presence there would add more distribution touch points, sales as well as new consumers since 'Horeca' (Hotel, restaurant & cafe) are a significant channel that is primarily RGB driven." Though this is an intelligent move, it would still be a rough road for Parle as Maaza is the most preferred non-alcoholic ready to drink beverage in the country. It also enjoys massive brand equity one that is synonymous with mango.

CREATIVELAND ASIAS CAMPAINGN OF FROOTI

1) Parle Agro incurs Rs 15 cr on Frootis fresh and juicy avatar (On Mar 17, 2009) Parle Agros 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. This season, Parle Agro will spend approximately Rs 15 crore on the campaign, starting with a TVC, which has been conceived by team Creativeland Asia and directed by Prakash Varma of Nirvana films. The campaign broke on March 13, 2009. Frootis brand story began with the catchy Mango Frooti, Fresh and Juicy. The brand has been quite forthright in trying to get a stronghold in the youth segment. In the past, Parle Agro had created some interesting campaigns like Digen Varma and Bindass campaign. However, last year, Parle Agro with its creative partner started cracking on the new revamp plan that involved a new look, feel, tone, packaging, values, and communication. Elaborating on the marketing and branding strategy, Nadia Chauhan, Director, Parle Agro, said, The objective of the new campaign is to contemporise brand Frooti and lay the foundation for a long-term strategy, while being true to its core mango values. This season, we will spend approximately Rs 15 crore, including on ATL and BTL activities, for the brand. Chauhan informed that the campaign would be on air till May-end. Speaking on the revamp plan, Raj Kurup, Chairman and Chief Creative Officer, Creativeland Asia, explained, Revamp for a legendary brand and a market leader cannot happen overnight. So, Creativeland Asia and Frooti began its long journey last year to make the brand a more youthful, contemporary mango drink. As part of the strategy, to reinforce that Frooti is the

original mango drink and as a tactical move, the Mango ka ek hi naam campaign was created. While we were talking to the media then, we had mentioned that this is just a stop-gap and that we would be back with a more contemporary Frooti next year. The Frooti revamp exercise started with an extensive look at the market, the target consumer and their new values. Kurup informed that the process included studying the brand, its history and its strengths. Cool comes from being unabashed about what you are and not by aping or trying to be someone else. A mango cannot be a grown up, serious fruit. You cant eat a mango with a fork and a knife. Mango is a quaint fruit, it looks funny, is asymmetrical, people go nuts having a mango. People get lost having a mango. It is a childlike fruit. Frooti embodies the spirit of mango. Hence, we couldnt try and behave like a gaming brand or a jeans brand. 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 I didnt look at Frooti like that and not that isnt Frooti, he further explained. Hence, the idea arrived as was Why grow up. According to Kurup, The Why grow up campaign just sets the stage for a 10-year strategy. It is sharp and is in keeping with the contemporary values of what a mango drink can embody. It is extremely youthful. The new revamped look of Frooti includes new identity and new packaging. From the new identity, the logo has been carefully tweaked to look a little more contemporary. The packaging is brighter, cleaner and has a new visual identity. The agency has created new Mango Emoticons, fondly known as Mangoticons. The new Frooti has been launched with three new pack designs with three new Mangoticons. By the next season, Parle Agro will launch 25 Manogticons in the market. The first piece of communication with the Why grow up theme is a TV commercial, which portrays mango drink lovers across age groups enjoying the drink the way it is truly enjoyed, without inhibitions and with contentious slurps. The slurping sounds progress into a rhythm. The film is then signed off with the Why grow up tagline. The campaign will be a culmination of various media conventional and alternate that includes the Internet, social media, ambient installations, in premise stunts and spectaculars with a huge thrust on user generated content. Kurup signed off by saying, 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. However, apart from the youth and external market, Creativeland is also creating internal

communication in the form of workshops to brand partners, media agency, sales, etc., as this is a completely new way of thinking on Frooti for years to come.

2) Creativeland Asias new Frooti campaign attempts an Integrated route (On Apr 23, 2010) Creativeland Asia has created a series of ads for Parle Agros Frooti, which will be breaking on air on Monday April 27. In a departure from a typical 30 second spot with a storyline or a narrative, the ads capture peoples reaction to giant sized props in the form of mangoes which suddenly appear on the streets, rolling down from above a slope.

Creativeland Asia has created a series of ads for Parle Agros Frooti, which will be breaking on air on Monday April 27. In a departure from a typical 30 second spot with a storyline or a narrative, the ads capture peoples reaction to giant sized props in the form of mangoes which suddenly appear on the streets, rolling down from above a slope. In most cases, the mangoes seem to be chasing the people on the streets and the video captures their reaction to the charging mango. Billed as an integrated campaign which will involve a live outdoor stunt, on-ground activities, a direct marketing campaign, word of mouth buzz and television spots, besides viral videos, the campaign titled Juicy Mango Surprise Project will be repeated across 12 metros and mini metros across the country in malls, schools, colleges and popular youth hang-outs. In the videos, the people who have been played a prank on, are greeted by a Frooti undercover agenct who will explain the idea behind the stunt and hand them a complementary bottle of Frooti.

Explaining the idea behind the campaign, Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia said, We started off with trying to think of the various ways in which we could own the word 'mango.'The idea was to surprise people with a real big mango when they least expected it. Strategic locations were rigged with eight hidden cameras. Four to nine feet tall mangoes were created from silicon and organic pulp. They were dropped from trees and rolled down sloping roads to the surprise of unsuspecting passersby. Adds Nadia Chauhan, joint managing director and CMO, Parle Agro said, Frooti is a fresh and juicey take on mangoes. This year we have focused more on the real mango aspect in a sort of fun why grow up way. Im 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. The first seven films that have been shot in this series have been directed by Prakash Varma of Nirvana films. Varma added, This is one of the toughest assignments we were doing. We had no script so we would make things up as we sent along. 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. Added Kurup, Although TV remains the lead medium, the campaign has the potential to engage consumers into creating user generated content around this theme. Its the first time that we have attempted in executing such an idea, which will then seamlessly integrate into various executions across different media.

3) Creativeland devises game show for new Frooti campaign (On Mar 15, 2011)

Creativeland Asia has come up with a new campaign for Frooti, which continues the brands positioning of Why Grow up?

Creativeland Asia has come up with a new campaign for Frooti, which continues the brands positioning of Why Grow up? The new campaign has been conceptualized as a game show, where the object that the participant must wrestle with, is a large toy mango on every occasion. Talking about the brief, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia says, The brief was simple - Help Frooti retain ownership of mangoes while staying true to Frootis Why Grow Up philosophy. The campaign for this year had to dramatise mangoes in the most entertaining way possible. He further adds, Thus, we created Mango Slam Bam Bam Bam a mango-themed gameshow with contestants being put through various fun, mango tasks in a real gameshow setting with lifesized props and massive rigs. With eight cameras set up, the unsuspecting gameshow contestants participated in the games whole-heartedly while being themselves. 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. Kurup says the new campaign has evolved from being a TVC to a form of branded content. He adds, The most entertaining moments from the Mango theme-based gameshow - Mango Slam Bam Bam Bam are being showcased as Crazy Mango Fun across Media as this years Frooti campaign. From branded content on TV channels where Frooti is tying up with a youth channel, to running the content as a branded game show, to viral content on their own microsite, where games are being developed to allow Frootis fans to superimpose their faces into the ads,

send it across to all their friends and have some Crazy Mango Fun of their own. The campaign and the website (www.crazymangofun.com) go live from tomorrow. Nadia Chauhan, joint managing director and chief marketing officer, 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. The Mango Slam Bam Bam game-show is orchestrated by Director Ram Madhvani from Equinox Films. Multiple 30 second TVCs across channels are a part of the integrated campaign. Kurup says an extensive social media campaign is also being planned across various vehicles. The campaign will continue to be driven through direct marketing and promotional activity, like on-ground activation replicating the games at malls and other strategic locations, sampling and radio. Said Madhvani on the campaign, Frooti was Crazy Mango Fun. My task was to capture the contestants inner craziness in a real game-show way. 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. It is great to have trust and faith from Nadia and her team too.

Social Networking Site:


Companies increasingly using Facebook to promote business Last year, Parle Agro launched a campaign for its Frooti brand, featuring a giant mango rolling down a slope, catching people unawares. Since it was a candid campaign, shot in Pune, the emotions of the people on camera were real. The company decided to put the campaign up on its Facebook (FB) page. "A lot of those who got captured in the film commented on FB, which in turn led to a lot of positive word of mouth," says Nadia Chauhan, Joint MD and CMO, Parle Agro. She's now planning to use FB for employee branding and recruitment.

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 customer awareness of brand which it was likely to capture seemed quite phenomenal. The sales were up by almost 30% by investing 30 million on campaign. But somewhere it seemed that Digen Verma was becoming more popular than the product itself, defying the very strategy. The success of a brand is dependent on factors which could be categorized into two segmentscontrollable and non-controllable. The controllable factors are Operation/ Production consist of the issues like quality of production, improving high productivity, capacity of production etc. Frooti has to be a quality drink with improved productivity level so that its operational costs were quite low. Marketing(Product Mix, Price, Place, Promotion) has into it factors like need satisfying, quality of product, variants of product, packaging, pack imagery, competitive price, distributors and retailers margin and availability. Frooti as a successful brand should satisfy as a refreshing drink, taste as real mango, available in different pack size and its pack imagery should act as a catalyst for youth segments. Its price should be affordable & comparable with competitors, providing margin and delivered on time.

HR/ Finance Department have issues of trained employees and cost minimization. The production cost should be minimized to increase the % of profit to achieve sound profitability in the business.

The non-controllable factors are Political-Economic-Legal, Socio- Cultural, Demographic, Physical- Natural, Technological, Customer & Market, Competitors & Industry( Direct and Indirect competition, organized and unorganized sectors). To avoid these Frooti should be an ethical product, fulfilling all the quality certification. Frooti as a youth drink in the market will face direct completion from Coke & Pepsi and indirect competition from Fruit juices, Sugarcane juice etc.

WEAKNESSES OF FROOTI

1) Frooti is not perceived as a health drink. As per our survey majority of our respondent didnt consider Frooti has a health drink. 2) Frooti has limited variety of flavour - only mango and green mango. 3) Frooti means mango, syndrome in the mind of consumers. 4) Margin given to retailers and distributors is less as compared to its competitors. 5) The main target audience of Frooti is kids. 6) Frooti has no brand ambassador. 7) No brand expansion - Brand equity of Frooti is not utilized properly

MEDIA PLAN
The media plan determines the best way to get advertisers message to the market. In a basic sense, 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.

MEDIA PLAN OF FROOTI MEDIA BUDGET

Television Commercials

Rs.1 crore

Banners and buntings at point of sale

Rs.10 lakhs

Mobile Display on vehicles

Rs.8 lakhs

Social networking sites

Rs.20 lakhs

Hoardings

Rs.40 lakhs

Print Media

Rs.22 lakhs

IMC TIMELINE: ACTIVITIES MONTHS Januar Februar Marc Apri Ma Jun y Television Commercials Game shows Changing the Perception of childrens 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. 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. First we need to create an image about the brand to make our advertising activities attractive. Game shows to be organized in months of February, April, June, July, Oct-Dec. Other activities include changing the Perception of Frooti being a childrens drink and for this we want to start in February, because there are many important changes to be made. y h l y e Augus Septembe Octobe Novembe Decembe July t r r r r