1. Customer Acquisition and Retention Strategies to Leverage Consumer Buyer Behavior

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. Rs. 4500 crore FMCG company with primary brands - ‘Bailley’ and ‘Frooti’ Mango drinks comprises of 70 percent of fruit drink category.

3. Introduction of Brand Non - Carborated Soft Drink (NCSD) First real fruit drink in a Tetra Pack 85 percent 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. Targeted Indian’s love for the fruit Launched as a contemporary and youthful drink First to launch Tetra pack in India Deployed local gimmicks to promote the product initially Used eye catching promotions Launch Strategies

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 Utilized Consumer’s Need for Recap Bottle - Hence PET Bottle Entered RGB Segment- Inc Footprint in Virgin Markets Most Extensive Distribution Network Among Fruit Drinks Reaches10 Lakh Outlets and Excellent Customer Feedback

9. Innovations

10. Personal Factors : 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

11. 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

12. Digen Verma Campaign Promotional campaign – 2001 To reposition Frooti as a youth drink: o Fun and Cool Focused on selective retention and selective distortion Used teaser ads and powerful promotions: o “Digen was here” o “Digen, your car’s being towed” Youth like tag “Just like that” New packaging and PET bottles

13. Results of DV Campaign

14. Corporate Social Responsibility Frooti started its CSR activities in 2008. Aam Baantne se Badhta hai Alms for Aam Aam Baatien Distribution of Mango saplings Summer Camp Visit to the Mango Factory www.frootifoundation.com

15. Social Factors Reference Groups Primary Groups Secondary Groups Role in the Society Status in the society The ads have always been about mango lovers. And for all of them FROOTI = Mango.

16. Future Recommendations Product Line Extension - Introduce new Flavors New Subsegments- 100% Juice, Nectar and Ready to Drink Highlight the Nutrient Content – to tap Health Conscious Consumers Use Cartoon Characters/ Funky Personalities to attract more children and youth

17. 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 + + Future Recommendations +

18. The market share for major brands is as follows. Maaza: 24.7 %, Frooti: 18.6 %, Slice: 15.6 % (Source: Eurometer) Entry of new players using innovative techniques Creative ads and brand campaigns Consumption occasions-on the go, at home and on- premise consumption Penetrated into Rural Markets- 60% Growth Conclusion

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