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

Launch Strategies 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

Challenges

Repositioning- Strategies Untapped Market Segment Repositioning 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 Campaign Promotion campaign- 2001 To reposition Frooti -youth drink Fun and Cool Drinks for Youths Focused on selective retention and selective distortion Used 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 Age- Lifestyle- Personality- Primary Segment- age 4-12 years Secondary Segment- All adults who love fruit based unadulterated drink Age- Contains Vitamin A Preferred by Mothers Lifestyle- By Introducing Characters like Froo and Ti By Introducing Mangoticons- Novelty and Instant Recall. Personality- :

Psychological Factors Motivation 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 Recommendations Product Line Extension-Introduce new Flavours Highlight the Nutrient Content – to tap Health Conscious Consumers Use Cartoon Characters/ Funky Persoanlities to attract more children and youth

Future Recommendations Use Social Networking for Promotion and Awareness Promote Drinks in Cans – More Portable and Stylish Tie up with leading Food Chains and Restaurants in India to extend the distribution network + +

Thanks 1. Niraj Agrawal - F002 2. Sourabh Bhaumik - F009 3. Saurabh Jain - F027 4. Abhishek Panda - F038 5. Hemangi Rastogi - F042 6. Jaideep Dasgupta - F056