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COMPANY PROFILE

Company Profile
Business Type Primary Competitive Advantages

Exporter , Manufacturer

Products are manufactured under the most hygienic conditions The drinks are made available in a Tetra Pak and Pet Bottles Healthy and nutritious alternative which are also delicious Access to best quality fruits Strategically located manufacturing facilities State-of-the-art manufacturing plants An extensive distribution network

No of Staff Year of Establishment Export Markets

1250 1985

USA, UK, Canada, Australia, New Zealand, Singapore, Malaysia, Mauritius, Maldives, Zambia, Angola, Ghana

Memberships

Agricultural and Processed Food Products Exports Developments Authority (APEDA)

Federation of Indian Chambers of Commerce and Industry (FICCI)

Project Exports Promotion Council of India (PEPC) Federation of Indian Export Organizations (FIEO) FROOTI Mango Drink APPY Apple Drink APPY FIZZ Carbonated Apple Drink BAILLEY Packaged Drinking Water Confectionery Items MINTROX Cinnamon Mint Flavor & Pepper Mint Flavour and BUTTER CUP Toffees

Product Range

Standard Certification

ISO certification HACCP certification.

Introduction to the Product Frooti


ABOUT FROOTI :
Mango - Indias national and most premium fruit was a virtually untapped segment until the year 1985, which saw the launch of Frooti Mango in a trendy convenient tetra-pack. Frooti Mango is Parle Agros flagship brand and Indias leading fruit drink with an 85% market share.

Now, Frooti also comes in PET bottle packing.Frooti is like an Indian ambassador and is a hot favourite not only in India but all across the world. 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
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dislodge Frooti. 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.

History
Frooti was launched in a green rectangular TetraPak as a ready-to-serve mango drink. Although it wasnt the first mango drink, Frooti quickly acquired a large market share. The packaging played a major role behind its success, since it could be carried easily and conveniently. Frooti also provided a refreshing mango taste that translated into a huge demand for itself. The tagline Mango Frooti, Fresh and Juicy, helped the brand strengthen and consolidate its position as the leader.

Brand Communication
Over the years the brand has experienced a series of repositioning. From the original tagline Mango Frooti, Fresh and Juicy to Juice Up your Life. Eventually, the original taglineMango Frooti, Fresh and Juicy was reinstalled. The present ad campaigns focus on reaffirming Frootis leading position across India in a confident manner.

Packaging
To ensure convenience, Frooti is offered in size variants: 1 litre (35 imp fl oz; 34 US fl oz), 250 ml (9 imp fl oz; 8 US fl oz) and 200 ml (7 imp fl oz; 7 US fl oz) TetraPaks. A consumer study revealed that the consumers needed a recap bottle that didnt exist in the mango drink segment. Parle Agro considered the consumer requirement strongly and launched Frooti in a new hygienic hotfill PET bottle, making it the first mango drink to be offered in the PET bottles.

Nutrition Facts:
Nutrition Facts shown on the 1000ml pet bottle are based on approximately half cup(100ml). Calories Fat Cholesterol Sodium 70 0g 0mg 30mg 1% 5% 0%

Carbohydrate 16g Fibre Sugar Protein Vitamin A Vitamin C Calcium Iron 1g 16g 0g 4% 10% 0% 2%

Product Range
Parle Agro Pvt Ltd is a distinguished manufacturer and exporter of a wide variety of food items which are as follows:

Mango Frooti Appy Classic - Made from Juicy Apple Sparkling Apple Drink - Apple Fizz Packaged Drinking Water - Bailley Confectionery - Butter Cup Toffee, Butter Cup Softease and Mintrox with 2SKUs namely Cinnamon Mint Flavor, Pepper Mint Flavour and Butter Cup Toffee.

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, packaging materials. Rigid quality standards are ensured at every stage of the manufacturing process. Every batch of drink, packaged drinking water and confectioneries are thoroughly checked by quality experts using the most modern equipment.

Our drinks are made available in Tetra Packs and Pet Bottles which retains the freshness of the drink for a long time. The special technology used in the packaging keeps the drink fresh for a longer period of time. Owing to all these reasons, our products have been awarded with ISO certification. Thus we are engaged in providing the new generation consumers with healthy and delicious drink to refresh.

Infrastructure
For the brands Frooti, Appy Classic and Appy Fizz, Parle Agro Pvt. Ltd. has strategically located manufacturing facilities at Patalganga, Bhopal, Chennai, Hyderabad and Ghaziabad. We have franchisee location at Kolkata, Guwahati, Ambala and Jharkhand. The locations of these units ensure a constant output and easy distribution. Each factory has state-of-the-art machinery with automatic packaging facilities.

The plant that produces Bailley meets the stringent requirements of the BIS norms comprising of chemical and microbiological tests. All the plants adhere to the recommended International Code of Practices and the General Principles of Food Hygiene.

The state-of-the-art plants also minimize the wastage and render high yield. We have strength of highly qualified and experienced team of dedicated engineers. These engineers along with our team of R&D professionals are constantly involved in innovating various techniques and methods to add value to the industry. The extensive distribution network, built over the years, is a major strength for our company, since it helps us to make available to consumers our products even in the most remote places.
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OPPORTUNITIES FOR FROOTI:


1. Huge untapped unorganized sector in NCSD category. 2. Huge untapped market in other flavours - Orange, Pineapples, Grape. 3. Growing market share of NCSD category. 4. Demographically, in the coming years around 55% of the population will consist of below . 35 years in age, which should be major target market for Frooti 5. Increasing health awareness among consumers - As per our survey 88% of the respondents preferred fruit drink to carbonated drink

STRENGTHS OF FROOTI
1. Market leader in NCSD category-60% market share. 2. Innovative - First packaged Mango drink in Indian market, first to introduce Tetra pack, PET bottle packaging in NCSD category. 3. Quick market responder - Introduced 65 ml packaging to cater different segments. 4. Frooti has got a very large quantity basket - available in various quantities like 65 ml, 200 ml, 250 ml, 500 ml and 1 Litre. 5. Efficient distribution network-readily available. 6. Frooti is a health drink - Contains Vitamin A. 7. Frooti has got a strong Brand Equity.

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PET Performs and Caps :


Parle Agro 10 PET Performs and Caps Parle Agro PET Preforms and Caps is Plastic Division. It is a leading player in Polyethylene Terephthalate (PET) preforms. And is widely used in bottled water, beverage, edible oil, foods and pharmaceutical industries, etc. The division successfully managed to introduce the world's lightest beverage preform neck, ML27 (Multi-Lock 27) in India. These preforms can be used in a variety of applications like still water, low-carbonated products and warm-filled juices. The quality control procedures we follow are strictly in accordance with general QMS requirements as per ISO-9001-2000.

Competitor of Parle Agro :


Parle Agro 15 Competitor of Parle Agro Coca Cola India (Pulpy Orange/ Maaza); PepsiCo (Tropicana); Dabar (Real); Mother Dairy (Safal); Godraj Beverages(Xs Brand/ Sofit) Freshgold

Market Share of Frooti :


Parle Agro 16 Market Share of Frooti In 2005 According to F&B News Website Parle Agro's Frooti is India's first national mango drink. The mango segment is 95% of the Indian fruit drink market and Frooti has 85% market share in the tetra pack segment. In 2008 Frooti have 70% market share of fruit juice.

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WHY FROOTI:
Soft drink market can be divided into two categories:1. Carbonated soft drink 2. Non-carbonated soft drink (NCSD). Frooti is the market leader in the NCSD category with around 60% market share. The NCSD market is growing but there is intese competition among the various segments in this market. The market share of Frooti in the NCSD category is on the decline because of the Fruit Juice Segment, which is increasing at the rate of 20% per annum along with the sluggish growth of the Fruit drink segment. To counter this onslaught, Frooti has introduced PET bottle packing in 250 ml, 500 ml and 1000 ml and Tetra-pack packing in 65 ml quantity. Therefore, we have taken up this project to suggest recommendations to Parle to increase the share of Frooti in NCSD category and to study the market response of the new packaging of Frooti.

Frootis STP:
SEGMENTING TARGETING POSITIONING

Market segmentation and positioning Analysis:


Segmentation is the process of dividing the market into segments based on customer characteristics and needs.

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

Market segmentation for Frooti:


Demographic: The brands consumer section is broadly divided into two segments. Primary segment:

Consists of children in the age group of 4-12 years. Secondary segment:

Consists of all adults in section A+B * who love fruit based, non carbonated drinks.

Market Segmentation for Frooti:


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

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Positioning of Frooti in the market


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

COMPETITORS:
The main compeptitors of Frooti are as follows: 1.Maaza 2. slice 3. Real 4. Tropicana

Targeting:
Target Marketing involves breaking a market into segments and then concentrating marketing efforts on one or a few key segments. Target marketing can be the key to a small businesss success. The beauty of target marketing is that it makes the promotion, pricing and distribution of products and/or services easier and more cost-effective. Target marketing provides a focus to all of marketing activities.

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Swot analysis

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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. 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
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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.

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Frooti 65 ml TCA 01

Frooti Tetra Pack 200 ml 05

Frooti Pet 250 ml 03

Frooti 500 ml 02

Frooti Pet 1000 ml 04

Frooti 1500 ml 06

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CHENNALS OF DISTRIBUTION

MANUFACTURING

WHOLE SALER

RETAILER

CONSUMER

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