1. Frooti- Leveraging Consumer Buyer Behaviour

2. 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 crore FMCG company has primary brands like ‘Bailey’ and ‘Frooti’
mango drinks comprise 70 per cent fruit drink category.

3. 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’.

4. Evolution Evolved along with the customers
Identified and Tapped Untapped Segments

5. 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

6. Challenges

7. Repositioning- Strategies
Untapped Market Segment
Repositioning and Revamping
Packaging
Catchy Tag lines
DV Campaign
Yo Frooti Campaign
Why Grow Up Campaign
Promotion and Ads

8. 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

9. 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

10. Results of DV Campaign

11. Innovations

12. 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- :

13. 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

14. 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

15. 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

16. 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 + +

17. 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