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MARKETING MIX OF FROOTI

BY: MADHUR SHANKAR DAS(503) SUNAINA GUPTA(511) SAKSHI GUPTA(514)

PARLE AGRO PVT. LTD.


COMPANY PROFILE

Leading Indian Food and Beverage Company Commenced operations in 1984. Starting with only beverages and diversifying to include bottled water in 1993 and confectionery in 2007 and eventually into snacks in 2009 with the launch of Hippo Associated with many firsts first to identify the dormant mango segment in India and launch Indias first national Mango drink - Frooti Mango first to introduce fruit drinks in tetra packaging first to introduce apple nectar first to introduce fruit drinks in PET bottles Turnover is over Rs.600 crore Group strength of over 1000 employees, including over 400 professionals

BEVERAGES

SNACKS

CONFECTIONERY

Frooti(mango drink)

Hippo(chipps in seven flavours)

Mintrox(hard mint candy)

Appy Classic (apple nectar) Appy Fizz(sparkling apple drink) Saint Juice(juice in different flavours) LMN(lemon juice)

Buttercup(hard boiled candy) Buttercup Softease(toffee) Softease Mithai(toffee)

Grappo Fizz(sparkling grape juice drink)

WHY FROOTI?

Market leader in the Non Carbonated Soft Drink(NCSD) category with around 60% market share But now on the decline because of the Fruit Juice Segment, which is increasing at the rate of 20% per annum along with the sluggish growth of the Fruit drink segment Seen as a kiddy drink(perception due to being available in tetra packs) Now packaging changed from small green box to the tall yellow one Also now available in PET BOTTLES of various sizes

ABOUT FROOTI

Flagship product of and the most successful drink offered by Parle Agro India Pvt. Ltd Largest -selling mango drink in India(with an 85% market share in the fruit drink segment) Ready-to-serve mango drink contains mango pulp, water, sugar, citric acid, ascorbic acid, and approved colouring and flavouring Available in trendy convenient tetra-pack Eventually launched in a new hygienic hot fill PET bottle. Now available in different shapes and sizes such as triangular tetra pack, slim tetra pack Also to expand its consumer base, company also launched a 2 litre PET family pack of Mango Frooti priced at Rs. 75

Changes initiated to enhance the brand image improve visibility and placement at retail outlets Series of repositioning not just in terms of PACKAGING but also in terms of TAGLINE from the original tagline Mango Frooti, Fresh and Juicy to Juice Up your Life. Eventually, the original tagline- Mango Frooti, Fresh and Juicy was reinstalled

Hot favorite not only in India but all across the world. Exported to the U.S.A., Canada, U.K., U.A.E., Saudi Arabia, Malaysia, Maldives, Singapore, Thailand, New Zealand, Australia, Mozambique, Congo, Ghana, Malawi, Zambia, Nigeria, Tanzania, Japan, Ireland, etc

NON-CARBONATED SOFT DRINK (NCSD) MARKET IN INDIA

Can be classified as Fruit drinks, Nectar and Juices Total size of the branded NCSD in the organized segment-Rs.500 crores(ESTIMATED) Several local / regional brands also exist, besides a huge unorganized sector

BASIS OF DIFFERENCE MINIMUM FRUIT PULP CONTENT IN THE BEVERAGE

FRUIT DRINK 10% 25%

NECTAR -

JUICES

SIZE IN Rs.250-300 crores BRANDED NCSD ORGANISED SEGMENT(IN Rs.)

Rs 35-50 crores

Rs 150 crores

MAJOR BRANDS

Parles Frooti, Dabur, Godrejs Jumpin, Godrej Xs Coca-Colas and Parles Appy Maaza and Pepsis Slice 5% p.a -

Tropicana(30-35%) and Real(55-60% market share)

GROWTH RATE IN THE MARKET

20-25% p.a(fastest growing)

COMPETITORS
The main competitors of Frooti are as follows:

Maaza Slice Real Tropicana Godrejs Jumpin Fresh gold Real activ

MARKETING MIX

o o o

PRODUCT
Indias first real fruit drink in a Tetra Pak Frooti Mango is made from premium Indian Mangoes Mango Frooti contains vitamin A which is essential for eye sight, growth and healthy skin Frooti comes in NCSD category (NON-CARBONATED SOFT DRINK) Frooti is available in following quantities:65 ml- targeting low income levels 250ml- handy bottles targeting teens as single serves 1000ml- family packs, easy to store in the fridge 250ml pet bottle- used in canteen colleges and offices

PRICE
TETRA PACK
QUANTITY 65 ml 200 ml 250 ml PRICE (Rs.) 2.50 10.00 12.00

PET BOTTLE
QUANTITY 250 ml 500 ml PRICE (Rs.) 10.00 18.00

1000 ml

30.00

In order to maintain its position as a market leader, Frooti is offering its product in different quantities and prices depending upon the consumer requirements, preferences and income-levels

PLACE
oFrooti

is the highest distributed brand in Fruit drink segment with an 85% market share in India
oFrooti

reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly Parle Agro winning the Beverage Industry award for the Best Managed Supply Chain 2002 and the Highest Retail Availability in the year 2002
o

PROMOTION

Past Agency: TBWA, Everest, Percept and Grey have handled Frootis Advertising earlier Current agency: Since 2007, the creative duties of Frooti are being handled by Creative land Asia Frooti as a brand has always tried to evolve with its ever evolving consumers to be relevant to them at all times Frooti was launched in 1985 (contemporary and youthful mango drink) brand to introduce fruit drinks in tetra packs to Indian consumers It was cool to have a Frooti

In the nineties The commercials revolved around the brands association with the king of fruits - Mango. Frooti commercials oozed fun and exuberance, while keeping the Fresh & Juicy soul of Frooti intact Second decade of existence (need for new positioning)

Campaigns worth mentioning The Digen Verma campaign (done by Everest) The Bindaas campaign (by Grey Worldwide).

Introduced

DIGEN VERMA CAMPAIGN

mysterious character called Digen Verma Created a hype around this person through an aggressive outdoor campaign which was quiet a success
The

ad had mass appeal as the name was ubiquitous, lifestyle related to a normal consumer and was powerful enough to sustain the interest

QUEUE FOR DIGEN VERMA

FROO AND TI CAMPAIGN

They introduced two characters called Froo and Ti on every 200 ml pack of Frooti as part of its retailing initiative These two characters are being displayed on the packs of the drink And through tongue twisters, puzzles and various interactive games, the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs These two characters are very different in nature. While froo is an affable girl who is good at studies, ti is a naughty boy who keeps running after froo to get his home-work done With this move, the company expects to share various activities of its target audience--kids

WHY GROW UP??

Laid the foundation for a long-term strategy and vision for the brand It not only highlights the brand make-over, it also stays true to Frootis core mango values Once Frooti prank advertisement like the Giant mangoes rolling down the road, panicked people trying to dodge the mangoes or simply turning around, yelling and running for their lives The advertisement did not reveal the product name till the end but still engaged the attention of the viewer and when the line Juicy mango surprise appeared in the end the advertisement made just that much more of an impact The ad appealed to the psyche of the children as well as the adults who are still young at heart, as their tagline WHY GROW UP? was in keeping with the playful spirit of the advertisement It was definitely one of the better ad campaigns running those days on television

MARKETING ANALYSIS

SAMPLING PLAN 1)Sampling Unit: Who is to be surveyed? Urban Consumers 2)Sample Size: How many people to be surveyed? 50 Units (of all age groups) 3)Sampling Procedure We have taken sample from following areas: Noida Gurgaon New Delhi (Dwarka, Kamla Nagar)

CONSUMER AWARENESS REGARDING VARIOUS FLAVOURS OF FROOTI

INFERENCES: This diagram shows the percentage of respondents who are aware about the various flavours of Frooti. Less promotion of green mango flavour. Less acceptance of green mango flavour among consumers

SHOULD FROOTI COME IN OTHER FLAVOURS?

23%-no

77% yes

INFERENCES: This diagram shows the percentage of respondents who think that Frooti should come in other flavours

WHICH FLAVOURS?
40%

35%

30%

25% OTHER 20% 36% 33% 15% 23% 10% GRAPE PINEAPPLE ORANGE

5%

8%

0% ORANGE PINEAPPLE GRAPE OTHER

INFERENCES: In other flavours, consumers have gone for strawberry and lemon. Consumers want Frooti in other flavours. Huge market in flavours other than Mango. Other than Mango, Orange and Pineapple are the most preferred flavours

IS FROOTI READILY AVAILABLE?

10%

YES NO

90%

INFERENCES: This diagram shows the percentage of respondents who think Frooti is readily available. Good distribution channel of Frooti. Good demand for Frooti in the market

EFFECT OF PROMOTIONAL SCHEMES ON CONSUMER


60% 52%

50%

40%

34%

YES 30% NO MAY BE

20%

14%

10%

0% YES NO MAY BE

INFERENCES: This diagram shows the percentage of respondents whose buying behaviour is influenced by promotional schemes. Consumers are attracted towards promotional schemes. Buying decision of consumer can be changed through consumer schemes

CONSUMER PREFERENCE FOR VARIOUS QUANTITIES OF FROOTI

90 80 70 60 50 40 30 20 10 0 BELOW 100ml 200-250ml 20.4 27.4

90

BELOW 100ml 200-250ml 500ml 1000ml 20.4

500ml

1000ml

INFERENCES There is good demand for all the quantities. Great demand for 200-250 ml. Introduction of 65 ml was a good move.

COMPARATIVE ANALYSIS OF TETRA-PACK PACKAGING IN VARIOUS QUANTITIES:

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% UP TO 300m l 500m l 1000m l UP TO 300m l 500m l 1000m l

INFERENCE As quantity required increases preference for tetra-pack packaging decreases

COMPARATIVE ANALYSIS OF PET BOTTLE PACKAGING IN VARIOUS QUANTITIES:

PET BOTTLE
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% UP TO 300m l 500m l 1000m l UP TO 300m l 500m l 1000m l

INFERENCE As quantity required increases preference for Pet-Bottle packaging increases

SWOT ANALYSIS
STRENGHTS:

Market leader in NCSD category-60% market share Innovative - First packaged Mango drink in Indian market, first to introduce Tetra pack, PET bottle packaging in NCSD category Quick market responder - Introduced 65 ml packaging to cater different segments Frooti has got a very large quantity basket - available in various quantities like 65 ml, 200 ml, 250 ml, 500 ml and 1 Litre Efficient distribution network -readily available Frooti is a health drink - Contains Vitamin A Frooti has got a strong Brand Equity

WEAKNESSES:

Frooti is not perceived as a health drink. As per our survey majority of our respondent didnt consider Frooti has a health drink Frooti has limited variety of flavour - only mango and green mango Frooti means mango, syndrome in the mind of consumers. Margin given to retailers and distributors is less as compared to its competitors Main target audience of Frooti is kids Frooti has no brand ambassador No brand expansion - Brand equity of Frooti is not utilized properly

OPPORTUNITIES:

Huge untapped unorganized sector in NCSD category Huge untapped market in other flavours - Orange, Pineapples, Grape Growing market share of NCSD category Demographically, in the coming years around 55% of the population will consist of below 35 years in age, which should be major target market for Frooti Increasing health awareness among consumers - As per our survey 88% of the respondents preferred fruit drink to carbonated drink

THREATS:

Decreasing share in NCSD category - Fruit juice segment consisting of Real and Tropicana is increasing at the rate of 20-25% per annum as compared to sluggish growth in other segment Presence of huge unorganized market High consumer preference for flavours other than mango and green mango Competition with global giants - Coke and Pepsi

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