RELAUNCH OF FROOTI AND SUCCEESS OF BRU COFFEE
PRESENTED BY: NAMRATA SRIVASTAVA
.BRAND: FROOTI COMPANY: PARLE AGRO AGENCY: GREY WOLDWIDE CATEGORY: REPOSITIONING OF THE BRAND
`MANGO FROOTI FRESH .
and tetra pack fruit drink market by 2000. Product likeability and quality scored 100%. Jumping and soft drinks like Coca-cola and Pepsi.
. 300 cr.
Frooti was launched by Parle Agro in 1984 First tetra pack drink to be introduced in the Indian Market. Frooti has the majority market share of Rs. It has scored 95% in product recall. The product form was fruit juice with competitors in the juice category like Tropicana.
Parle tried to reposition the brand to appeal to youth aged between 16-21. there was a lot of new launches in the TFJ market. The old green color of the bottle changed to more bright mango color with lot of graphics added to it. Players like Godrej with Jumpin. kissan etc tried their luck in this market but failed to dislodge Frooti. The package also changed.
. Worried by the stagnating sales.
Lured by the success of Frooti. The positioning changed to be more fun based.
The sporty and fun loving nature of the teens were taken into this account. Teenagers(12-15).
. Frooti identified the perception of the consumers towards the competitors drink and found that Cocacola and pepsi are soft drinks for youth.
The youth segment was targeted with the subsegments Pre-teens(9-12). and above teenagers(16-19) which are the new impulse category.
Increase in the competition.
Loosing market appeal. Threat from soft drink marketers.
. Sales are dropped.
Promotion: The promotion was done using a national identity ³Digen Verma´ who was some sort of role model whom others could relate to. outdoor media campaigns.Product: The product will be tetra pack frooti. movie theatres. etc. Place: Typically college going crowd hung out at the canteens. bus stops. online advertising campaigns. easy to drink Packaging: The pack has new splash graphics in same signature green and orange colors with tagline changed to ³ frooti-just like that´. The campaign included Television commercials.
. restaurants. local trains.
BRAND: BRU COMPANY: HLL AGENCY: O&M CATEGORY: SUCCESS OF THE BRAND
`HAPPINESS BEGINS WITH BRU`
A brand which pioneered the instant coffee category in Indian market in 1969 is also an example of many successful marketing practices. But in 2008.
.9 %prior to 2004. Bru is the market leader in coffee segment with a value share of 46. According to HLL. The brand has been fighting for the numero uno position with Nestle whose iconic Nescafe brand was the market leader. the brand pushed Nescafe to the second position.
Bru is a power brand from the HLL¶s.
. Bru launched the cold coffee variants which again captured the attention of the consumers. The best part was that these cappuccino was available in single serve sachets which prompted consumers to test the flavors. Another innovation was the cold coffee.
Innovation in new products. Innovation in packaging & Aggressive campaigns One of the recent successful new product was the cappuccino packs.
Bru is positioned on the theme of happiness. The brand has the tagline " Happiness begins with Bru ".
Another critical factor that aided Bru's success was the innovation in packaging. There are single serve and large packs at different price points making the brand affordable .
One featuring Amrita Rao was a big hit. The brand is famous for two campaigns. Another factor which made Bru successful was the campaigns. The theme revolve around the shy girl wanting to introduce her boyfriend Sagar to her father. The theme revolve around the shy girl wanting to introduce her boyfriend Sagar to her father. The brand is famous for two campaigns.
Another factor which made Bru successful was the campaigns. One featuring Amritha Rao was a big hit.