DIBRUGARH UNIVERSITY

CENTRE FOR MANAGEMENT STUDIES

Assignment
On
Brand building on any beverage brand
“Frooti:

Course Tittle: Advertising and Brand Management

Course Code:30710

Submitted to:
Gautam Barthakur
Assistant Professor
Centre for Management Studies
Dibrugarh University

Submitted by
Ivraj Harlalka
Roll No. 59
MBA 2017 Batch (FT)
Centre for Management Studies
Dibrugarh University
Date of submission-25/09/2018
 INTRODUCTION
Company Introduction :

Parle Agro, today, is a '2,500 Cr organization' known much for diversification into the Foods
sector as they are for leadership in the Beverages sector. Prakash Chauhan is a chairman &
MD,Schauna Chauhan is a CEO, Alisha Chauhan is director and
Nadia Chauhan is joint managing director and Chief marketing officer.
Company operates under four business verticals:

 Beverages (Fruit drinks, Nectars, Sparkling drinks

and carbonated soft drink),
 Packaged Drinking Water,
 Foods and
 PET Performs bottles and containers

Each of these verticals operates as independent entities. Under the penetration strategy, they have
also set up an exclusive division for beverages in Returnable Glass Bottles (RGB) format. As
part of infrastructure, company has 76 manufacturing facilities in India and overseas. For
catering more than 6 lakhs outlet in the India only, company have 3500 distributers.

OBJECTIVE:

To build successful channel relationships (vendor to partner)To assess the critical success factors
when selling through distributorsTo outline terms and conditions for establishing partnershipsTo
integrate sales and marketing objectives.

Quality Assurance:

All the products of Parle Agro Pvt. Ltd. are manufactured under the most hygienic
conditions.Great care is exercised in the selection & quality control of raw materials,
packagingmaterials. Rigid quality standards are ensured at every stage of the manufacturing
process.Every batch of drink, packaged drinking water and confectioneries are thoroughly
checked byquality experts using the most modern equipment.

Business Statement:

"We are in the business of refreshing India with our products, refreshing the market with new
categories and refreshing ourselves through innovation."

Vision:

"To be the leaders in business”.We will stand apart from the competition by being the first in the
market to innovate."

Mission:
"We will be the leaders in our business by -maintaining high quality, introducing new and
innovative products, reaching every part of India, remaining customer-centric, constantly
upgrading our knowledge and skills."

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Brand Building :

Brand Building is generating awareness, establishing and promoting company using

strategies and tactics. In other words, brand building is enhancing brand equity using
advertising campaigns and promotional strategies. Branding is crucial aspect of company
because it is the visual voice of the company. Goal of brand building is creating a unique image
about the company.

Brand Building of Frooti :

Frooti has become generic to the fruit drink category like All Out in mosquito repellent liquids,
Colgate in toothpaste category and Surf in washing detergent powder.Marketing consultant
Harish Bijnoor said that this is a strengthand weakness also for brand as the brand has to manage
swiftly and carefully.Frooti is available in various formats like:

1.90mlTriangular TetraPack(TCA),
2.160ml and 200ml Tetra Packs,
3.250ml, 400ml, 500ml, 600ml, 1.2 ltr and 2 ltr PET,
4.200ml RGB
5.250ml Bottle Pack.

Over the years the brand has experienced a series of repositioning strategies like from the
original tagline "Mango Frooti, Fresh and Juicy" to "Juice Up your Life". Eventually, the
original tagline-"Mango Frooti, Fresh and Juicy" was reinstalled. The present ad campaigns
focus on reaffirming Frooti's leading position across India in a confident manner.

Frooti didn't have a brand ambassador until 2013. Frooti was the last in the race to join the celeb-
band wagon. The other players in the mango beverage space already have their ambassadors:
Maaza features the pranks of Imran Khan and Parineeti Chopra while Slice has Katrina Kaif 's
sensuous Aam Sutra moves.

Currently Bollywood 'king' Shah Rukh Khan endorses Frooti. He has shot a TV commercial for
the brand with children, which had Twitter
tagline "#SRKLovesFrooti". The advertisement promotes Pet
bottles in the ad rather than a Tetra pack which they used to normally show in all their ads till
now.

Along with the brand film, the marketing plan includes outdoors, BTL, mall activation, visibility
at retail outlets (POP) and strong digital presence. Interestingly the first leg of this campaign was
launched on the social media and as per Kurup in less than a week, its total timeline deliveries
amounted to 52 million. It managed to garner over 8 million Twitter handles and a whopping
count of 80,000 tweets. Frooti's YouTube channel views increased by 2.5 million and subscribers
increased by 600%.The brand has spent 40%
more on its marketing this year.

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Parle Agro has now decided to work with a few international and domestic agencies on a project
basis.That why the company hired the service of with Pentagram (London) and another with
Sagmeister & Walsh ( New York)because they wanted someone without a history of Frooti and
notions about restricting the brand to a certain band of consumers.The company said that the
primary reason for choosing an international agency was to ensure a fresh and objective
approach to brand Frooti.Chauhan said the process of choosing a new logo and design lasted
over 10 months.The agency could change everything about the brand except its name. According
to Nadia Chauhan,the new logo and packaging should be able to contribute about 50% to the
brand’s growth. According to Alok Nanda, founder and chief executive officer of Alok Nanda &
Co., a Mumbai -based brand and communications consultancy, this change resonates well for the
brand.According to him, it’s a nice reflection of the brand and a much needed change that helps
talkto the young and new consumer.He also added that intensity of baggage a brand leaves
behind will get decided by the degree of disconnect with the current
consumer and the degree of opportunity in repositioning.

The company will retainthe color of the pack.They have changed everything from the new font,
pack, even taste, and advertisingalso.According to Nadia,marginal change won't do the job. The
new identity is inspired by the journey of the Totapuri mango, with the new logotype taken from
the stencil style lettering used in the crates that deliver the mangoesin Mumbai's Crawford
Market.Nadia Chauhan said that the clear business objective isto get a 50 per cent growth in
sales purely due to change package design, even before advertising starts. Company also
experienced the same withAppy Fizz, that even with zero advertising.

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Steps in the Brand Building process: -

Brand building strategies should be adopted

accordingly which helps in creating and
differentiating brand value and developing right
impression for the company for which it truly
stands. Depending on your brand building
exercises, your brand may grow, remain stagnant
or recede with time. So, in brand cycle there is
continuous need of bringing new strategies,
events and activities that maintain the brand
promise. Brand Building is an integral part of
business development and involves various
strategies and tactics over time. Steps involved in
building the brand are: -

1.
Describing the brand
2. Brand Differentiation & Positioning.
3. Brand Promotion
4. Personalise the Brand
5. Evaluate the Brand

Product Quality:

Frooti brings quality in life. Their products contain following qualities:

1. Performance.Already shows good performance.

2. Features.Good features.
3. The Name.A name that contains quality
4. Reliability.Each person use results in the same satisfaction.
5. Serviceability.The service system is efficient, competent, and convenient.
6. Fit and Finish. All products look and feel like a quality product.

CONCLUSION:

Aggressive advertisement is the beneficial promotional activities for the sale

promotion.Maximum retailer are agree from the aggressive advertisement.
Frooti used to focus its strategy on the three A’s: availability, acceptability, and
affordability. While these provided for tremendous growth, they also led to lowered entry
barriers. Today, Frooti’s mantra is the three P’s: preference, pervasive penetration, and
price-related value. According to the mostly retailer opinion the price of soft drink is high so
they Prefer Frooti. Aggressive advertisement is the beneficial promotional activities for the
sale promotion. Maximum retailer are agree from the aggressive advertisement.