Frooti- Leveraging Consumer Buyer Behaviour. Parle Agro Private Limited Founded in 1985 and based in...
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Transcript of Frooti- Leveraging Consumer Buyer Behaviour. Parle Agro Private Limited Founded in 1985 and based in...
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