History & Marketing Strategies of Frooti Fizz

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MarketingMarketing Strategies

Frooti Fizz is a newly launched drink which has already made his position within the
young masses of India. This move to merge the two popular was not welcomed by many
critics. But with excellent marketing strategy and campaigns, Frooti Fizz is now at the
top position for the carbonated fizzy drinks. Parle Agro is able to rediscover its new
image and successfully implements the new brand image for the all-new Frooti Fizz.

MarketingMarketing Strategies
Frooti Fizz is a newly launched drink which has already made his position within the
young masses of India. This move to merge the two popular was not welcomed by many
critics. But with excellent marketing strategy and campaigns, Frooti Fizz is now at the
top position for the carbonated fizzy drinks. Parle Agro is able to rediscover its new
image and successfully implements the new brand image for the all-new Frooti Fizz.

Company Name- Frooti Fizz

Founder- Chauhan family (Parle Agro Pvt. Ltd)

Frooti fizz is the first fizzy drink which is based on the mango juice. This juice is the
combination of the famous Frooti with the flavoring of fizz. This drink is for providing
relief to the customers from the scorching heat of the Indian summer days. In this drink,
the consumer would be able to taste the freshness of mango juice with the fizzling after
taste of carbonated water.

This drink is the come under the series of Appy Fizz line, which gives more emphasis on
the soft fruits drinks. This drink would provide an option to Indian customers who were
looking for the alternative to the old carbonated drinks.

How It All Started

Parle Agro was established in the year of 1929. This company was an offshoot of the
Parle Product which was founded by the Chauhan Family which belongs to the Vile
Parle in Mumbai. Originally the Parle Company was divided into three different parts.
Parle Agro was then owned by Prakash Chauhan and his daughter.

Pale Agro started their operation in the year of 1984. They launched their drink Frooti
in the year of 1985. Frooti was the instant hit in the markets of India. Presently this
drink is the largest selling drink in the country. Later on, the company also released the
bottled water in the year of 1993 and plastic packaging in the year of 1996.

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In the year of 2005, the company launched the first drink in the series of carbonated
fruit drink. This drink was the mixture of apple clear apple juice and sparkled water.
This drink was advertised as the basis of the cocktail drinks.

This carbonated drink was a huge success commercially across India. After the success
of Appy fizz, the company launched Grapy Fizz which is the combination of grape juice
and carbonated water. This drink was a commercial failure. Then the company
launched the latest Frooti Fizz for as the next installment of the carbonated fruit drink.

Launching
Frooti fizz is the newest addition to the long list of drinks launched by Parle Agro Pvt.
Ltd. This sparkling drink was launched in March 2017. The main objective behind this
launching of this fruit drink was to establish it as an extension line of the legacy brand
of Parle Agro, Frooti. The company also want to make Frooti Fizz as the next new
successor of the legacy brand.

This launching of new Frooti Fizz is the first extension in the 32 years history of the
popular drink. This drink was launched in the pet bottle and canned form. This drink
was launched across 1.2 million outlets. The fruit drink would give the consumers an
alternative to the existing synthetic carbonated drinks in the market.

Frooti Fizz’s Marketing Strategy and Interesting Reasons behind Its

Grand Success
The strategic time for launching Frooti Fizz: For their footprint in the beverage
industry, Parle Agro launched its new product at the beginning of the summer. They
strategically launched the drink when they notice the change in preferences from cola
based drink to the carbonated fruit drink.

With the recent growing trend, Indians are now more inclining towards healthy and
natural products. Parle noticing these new trends, gradually shifted their attention from
fruit pulp drinks category to the semi carbonated and carbonated fruit drinks.

The extension of legacy brand Frooti:

Parle Agro used the fond memories of the Frooti to market their new carbonated drink.
Frooti is the country’s oldest fruit drink and it is loved by all most every age group of
Indian masses. The company successfully revamp the old legacy into the new and funny
looks with a taste that matches the current generation.

This aggressive and bold makeover turned the tide making this new drink a new favorite
among the general Indian masses.

The mixture of two successful brands:

After Parle Agro enjoyed huge success on the Appy fizz, they turned their attention to
most consumed flavor in India. According to the studies, general masses of India prefer
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mango flavor for their fruit juices.

Thus, they combine their two top brands for preparing a brand new fizzy drink. This
enables the company to reconnect with the younger age group in a much better way.

Effective exposure of Frooti Fizz:

The Company uses various methods for garnering attention to their new drink. They
were able to use the optical illusion as the background for providing additional impact
on the audience. They were also able to get exposure by sponsoring Bigg Boss and by
becoming an associate sponsor for IPL tournament.

The printed media also played a huge part in garnering huge attention to the brand.

Frooti Fizz Campaigns

The target group for this new drink was the 18-year-old and above. The emphasis on the
balance that would help them retain them their base among the kids and venturing out
to other new adults group. By roping Alia Bhatt as the new brand ambassador, the
company wants to put emphasis on trendy, young and playful nature of the new Frooti
Fizz.

Watch Video At: https://youtu.be/2NLN9FZfbT8

The company used the 360-degree campaign for gaining more attention to this new
drink in a very short amount. They included TVC, print, outdoor, digital, cinema, radio,
and social media for gathering the attention of young Indian masses. The
#FrootiGoFuzzy campaign of this drink brand is all about having fun in life. It
represents the quirky and youthful nature of young India and its similarity to the drink.

Conclusion

Frooti Fizz is a newly launched drink which has already made his position within the
young masses of India. This move to merge the two popular was not welcomed by many
critics. But with excellent marketing strategy and campaigns, Frooti Fizz is now at the
top position for the carbonated fizzy drinks. Parle Agro is able to rediscover its new
image and successfully implements the new brand image for the all-new Frooti Fizz.

This drink is loved by both kids and adults. They liked the new taste and new features of
this drink thus again making Parle Agro as the number one in the carbonated drink
category.

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