Frooti- Leveraging Consumer Buyer Behaviour

Parle Agro Private Limited Founded in 1985 and based in Mumbai, India. Business Statement: “We are in the business of

refreshing India with our products, refreshing the market with new categories and refreshing ourselves through innovation.

• Produces beverages, food products, bottled water, PET performs and caps.

• Parle Agro, Rs. 4500 crore FMCG company has primary brands like ‘Bailey’ and ‘Frooti’

• mango drinks comprise 70 per cent fruit drink category.

Introduction of Brand Non-Carborated Soft Drink (NCSD) First real fruit drink in a Tetra Pack 85 per cent volume share in the fruit drink

industry Available in the price range of Rs. 2.5 (Magic

Frooti) to Rs. 60 for different sizes. First drink in the mango drink segment to be

available in PET bottle packing in the following quantities:◦ 250 ml◦ 500 ml ◦ 1000 ml

Tagline “Mango Frooti: Fresh ‘N’ Juicy Mango” and Recent brand communication theme ‘Why grow up’.

Evolution• Evolved along with the customers• Identified and Tapped Untapped

Segments

Targeted Indian’s love for the fruit Launched as a contemporary and youthful drink First to launch Tetrapack in India Deployed local gimmicks to promote the product

initially Used eye catching promotions

Launch Strategies

Challenges

Repositioning- StrategiesUntapped Market SegmentRepositioning and Revamping

Packaging

Catchy Tag lines

DV Campaign

Yo Frooti Campaign

Why Grow Up

Campaign

Promotion and Ads

Packaging and Promotion:

• Utized Consumer’s Need for Recap Bottle- Hence PET Bottle

• Most Extensive Distribution Network Among Fruit Drinks

• Reaches10 Lakh Outlets and Excellent Customer Feedback

Digen Verma CampaignPromotion campaign- 2001To reposition Frooti -youth drink

Fun and Cool Drinks for YouthsFocused on selective retention and

selective distortionUsed teaser ads and powerful

promotions:“Digen was here”“Digen,your car’s being towed”Youth like tag “Just like that”New packaging and PET bottles

Results of DV Campaign

Innovations

Personal Factors: • Primary Segment- age 4-12 years

• Secondary Segment- All adults who love fruit based unadulterated drink

Age-

• Contains Vitamin A • Preferred by MothersLifestyle-

• By Introducing Characters like Froo and Ti

• By Introducing Mangoticons- Novelty and Instant Recall.

Personality-

Psychological FactorsMotivation and Perception

• Thirst quencher• Availability in tetra packs• Selective Attention -attention to

useful information • Selective Distortion - Perceive

information in accordance to existing thoughts and beliefs.

• Selective Retention - remember only Useful information

Social Factors

• Initiated CSR activities in 2008• align its CSR initiatives to marketing

objectives• give the less fortunate a chance to

experience their very own true mango moment.

• Distribution of Mango saplings• Summer Camp• Visit to the Mango Factory• www.frootifoundation.com

Future RecommendationsProduct Line Extension-Introduce new

FlavoursHighlight the Nutrient Content – to tap

Health Conscious ConsumersUse Cartoon Characters/ Funky Persoanlities

to attract more children and youth

Use Social Networking for Promotion and AwarenessPromote Drinks in Cans – More Portable and StylishTie up with leading Food Chains and Restaurants in

India to extend the distribution network

+ +

Future Recommendations

Thanks

1. Niraj Agrawal - F0022. Sourabh Bhaumik - F0093. Saurabh Jain - F0274. Abhishek Panda - F0385. Hemangi Rastogi - F0426. Jaideep Dasgupta - F056