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Frooti

A case study of Repositioning A Brand

Reasons of Repositioning
• • • • • • Loosing market appeal Sales were dropped Increase in Competition Threat from soft drink marketers Same segment Competition, Tetra pack fruit drinks & juices

The Product
• First Indian Tetra packaged drink • Launched in 1984 • Total size of market is Rs.300 crore

Parle’s Product Lines Turn over (2006)

Target
• Repositioning the Brand • Repositioning • As fun, trendy & modern drink targeted @ Youth segment

The Theory
• That too at media costs of just Rs 70 lakh, since outdoor media comes much cheaper. The relaunched Frooti tetrapak comes with a zesty new packaging such as new `splash’ graphics in the same signature green and orange colours and a flip top packaging instead of an aperture for a straw. According to Prakash Chauhan, post Digen Verma and the new packaging, the brand will look at a 40 per cent growth from the current 20 per cent. ``It is the onus of the market leader to grow the brand,’’ he says. Frooti has about 85 per cent of the Rs 300 crore fruit drink tetrapak market. Why Digen Verma as brand ambassador? ``In the face of the kids themselves upgrading to new beverages, the need was to upgrade the brand’s profile for a young adult — the 16-21 year,’’ says Ram Sehgal, managing director, Everest Integrated Communications

Resistant
• Perception problem • Image as kids drink

Projected target
• To project it as a better alternative to cola drinks

New segment
• • • • Young Segment by Age Segment by Education-College goers Segment by Habit/Utility

Hung Out Habits
• • • • • • • • Reference points @ canteen @ restaurants @ movie theaters @ buses @ local trains Habitual pattern of living Role of Brand Endorser

Fictional Brand Ambassador
• Face less man • Mass appeal • Strong Story line to correlate

DIGEN VERMA
• Unusual name • Along with familiarity • Test Market Research it was chosen

Formation of Artificial Personality
• Catchy & creative promotional campaign • Which is capable of differentiate the product • Multi media advertising • A) TVCs, • B) Out door media campaign • C) off line promotions • D) online promotion campaign

The Process of integration
• JUST who is Digen Verma? That’s what the nation has wanted to know this past fortnight. Mystique, intrigue and high drama have cloaked this `faceless’ man who’s been there, done that. We’ve been assailed with a blitz of outdoor ads, promos, cinema and teaser spots with word balloons like `Was Digen Verma here?’. Even cinema halls have flashed DV slides exhorting him to tow his Ferrari away from the parking lot. Welcome to the new age of word-ofmouth advertising

The innovation
• The teaser campaign has thus fleshed DV as a nice, cool, social (`puuub’-going), eco-conscious, trendsetter for the campus and young adult crowd. The brainchild of Milind Dhaimade, which was sparked at a traffic signal, this almost dorky name was chosen since it was a tag one couldn’t slot or stereotype, says the creative director, Everest.

Teaser campaign
• Building up a hype • Creating a mystery • BY CONCEALING HIS ASSOCIATION WITH FROOTI----HOW ?

Teaser ad ?
• • • • Business Definition for: teaser ad Dictionary of Marketing Terms teaser ad brief advertisement designed to tease the public by offering only bits of information without revealing either the sponsor of the ad or the product being advertised. Teaser ads are the frontrunners of an advertising campaign, and their purpose is to arouse curiosity and get attention for the campaign that follows. In order for a teaser campaign to be effective, the ads must have great visibility in print, broadcast, and out-of-home media so as to reach a great many people. Teaser ads are often used in the introduction of a major motion picture or a new product. Dictionary of Business Terms teaser ad brief advertisement designed to tease the public by offering only bits of information without revealing either the sponsor of the ad or the product being advertised. Teaser ads are the frontrunners of an advertising campaign, and their purpose is to arouse curiosity and get attention for the campaign that follows. Copyright © 2000, 1994, 1987 by Barron's Educational Series, Inc. Reprinted by arrangement with Publisher. Copyright © 2007, 2000, 1997, 1987, by Barron's Educational Series, Inc. Reprinted by arrangement with Publisher.

• • •

HOW ?
• • • • Out door ads Promos Cinema Teaser spots

Change in Packaging
• • • • • • Splashy graphics Signature green @ orange colour Flip top packaging Change in tag line Cost of communication=Rs.30 million

If Coke and Pepsi in India thought that they have seen the last of the Chauhan brothers of the Parle group in the bottled soft drinks marketplace, they had better think again! For, Mr Prakash Chauhan’s Parle Agro Ltd is exploring the option of launching its leading fruit drinks brand, Frooti, in bottles. This then, would bring Frooti in direct competition with Coke’s Maaza and Pepsi’s Mangola. Frooti already exists in carton packs and is the market leader in this category with an estimated 80 per cent share. Company officials say that Parle Agro’s plan to launch Frooti in bottles is aimed at unlocking growth opportunities in this category, given the fact that Frooti has already achieved the requisite stretch in terms of carton packs. According to Parle Agro chairman and managing director Mr Prakash Chauhan, the Digen Verma advertising campaign has clicked for Frooti. The idea behind launching a teaser campaign followed by a massive advertising binge, was aimed at strengthening Frooti’s top-ofthe-mind brand recall. Meanwhile, with the launch of N-Joi — a milk-based mango drink — in Pune and Chennai, Mr Chauhan says that Parle will extend the brand to other dairy products in the future. “N-Joi will be used as the umbrella brand for our dairy products foray. N-Joi will be launched in Mumbai and other markets in August-September this year,” he says. The company would also explore the option of extending Frooti into other fruit-based drinks. Parle Agro has already attempted at attacking “affordability” as an issue in the mineral water market by introducing Bailley at the Rs 3.50 price point. Bailley is also being pushed through an expansion in the number of depots and delivery points through three-wheelers. The company is in the middle of expanding its penetration of Bailley. The number of outlets, which were expanded last year from two lakh to 2.60 lakh, will further go up to 2.65 lakh outlets this year, Mr Chauhan informed. The Rs 383-crore Parle Agro derives a major part of its turnover — Rs 250 crore — from carton packed fruit drinks (Frooti), and the balance Rs 108 crore comes from Bailley. The Rs 700-crore water market is said to be registering a growth of 60-70 per cent over the last

Frooti in bottle: head on  

Parle Agro to take Coke, Pepsi

( July '26,2001, FE)

The Situation after DV campaign

New Venture

Market Details
• Size of the market Rs.700 million • Players:

The new looks