Frooti

A case study of Repositioning

A Brand
 Reasons of Repositioning
• Loosing market appeal
• Sales were dropped
• Increase in Competition
• Threat from soft drink marketers
• Same segment Competition,
• Tetra pack fruit drinks & juices
 The Product
• First Indian Tetra packaged drink
• Launched in 1984
• Total size of market is Rs.300 crore
Parle’s Product Lines Turn over
(2006)
 Target
• Repositioning the Brand
• Repositioning
• As fun, trendy & modern drink
targeted @ Youth segment
 The Theory
• That too at media costs of just Rs 70 lakh, since
outdoor media comes much cheaper. The relaunched
Frooti tetrapak comes with a zesty new packaging
such as new `splash’ graphics in the same signature
green and orange colours and a flip top packaging
instead of an aperture for a straw. According to
Prakash Chauhan, post Digen Verma and the new
packaging, the brand will look at a 40 per cent growth
from the current 20 per cent.
``It is the onus of the market leader to grow the
brand,’’ he says. Frooti has about 85 per cent of the
Rs 300 crore fruit drink tetrapak market. Why Digen
Verma as brand ambassador? ``In the face of the kids
themselves upgrading to new beverages, the need
was to upgrade the brand’s profile for a young adult —
the 16-21 year,’’ says Ram Sehgal, managing director,
Everest Integrated Communications
 Resistant
• Perception problem
• Image as kids drink
 Projected target
• To project it as a better alternative to
cola drinks
 New segment
• Young
• Segment by Age
• Segment by Education-College goers
• Segment by Habit/Utility
 Hung Out Habits
• Reference points
• @ canteen
• @ restaurants
• @ movie theaters
• @ buses
• @ local trains
• Habitual pattern of living
• Role of Brand Endorser
Fictional Brand Ambassador
• Face less man
• Mass appeal
• Strong Story line to correlate
 DIGEN VERMA
• Unusual name
• Along with familiarity
• Test Market Research it was chosen
 Formation of Artificial
Personality
• Catchy & creative promotional
campaign
• Which is capable of differentiate the
product
• Multi media advertising
• A) TVCs,
• B) Out door media campaign
• C) off line promotions
• D) online promotion campaign
 The Process of integration
• JUST who is Digen Verma? That’s what
the nation has wanted to know this past
fortnight. Mystique, intrigue and high
drama have cloaked this `faceless’ man
who’s been there, done that. We’ve
been assailed with a blitz of outdoor
ads, promos, cinema and teaser spots
with word balloons like `Was Digen
Verma here?’. Even cinema halls have
flashed DV slides exhorting him to tow
his Ferrari away from the parking lot.
Welcome to the new age of word-of-
mouth advertising
 The innovation
• The teaser campaign has thus
fleshed DV as a nice, cool, social
(`puuub’-going), eco-conscious,
trendsetter for the campus and
young adult crowd. The brainchild of
Milind Dhaimade, which was sparked
at a traffic signal, this almost dorky
name was chosen since it was a tag
one couldn’t slot or stereotype, says
the creative director, Everest.
 Teaser campaign
• Building up a hype
• Creating a mystery
• BY CONCEALING HIS ASSOCIATION
WITH FROOTI----HOW ?
 Teaser ad ?
• Business Definition for: teaser ad
• Dictionary of Marketing Terms
• teaser ad
• brief advertisement designed to tease the public by offering only bits of
information without revealing either the sponsor of the ad or the product being
advertised. Teaser ads are the frontrunners of an advertising campaign, and
their purpose is to arouse curiosity and get attention for the campaign that
follows. In order for a teaser campaign to be effective, the ads must have great
visibility in print, broadcast, and out-of-home media so as to reach a great
many people. Teaser ads are often used in the introduction of a major motion
picture or a new product.

• Dictionary of Business Terms

• teaser ad
• brief advertisement designed to tease the public by offering only bits of
information without revealing either the sponsor of the ad or the product being
advertised. Teaser ads are the frontrunners of an advertising campaign, and
their purpose is to arouse curiosity and get attention for the campaign that
follows.

• Copyright © 2000, 1994, 1987 by Barron's Educational Series, Inc. Reprinted by

arrangement with Publisher.
Copyright © 2007, 2000, 1997, 1987, by Barron's Educational Series, Inc.
Reprinted by arrangement with Publisher.
 HOW ?
• Out door ads
• Promos
• Cinema
• Teaser spots
 Change in Packaging
• Splashy graphics
• Signature green @ orange colour
• Flip top packaging
• Change in tag line
• Cost of communication=Rs.30 million
•
 Frooti in bottle: Parle Agro to take Coke, Pepsi

head on   ( July '26,2001, FE)

• If Coke and Pepsi in India thought that they have seen the last of the Chauhan brothers of the
Parle group in the bottled soft drinks marketplace, they had better think again! For, Mr Prakash
Chauhan’s Parle Agro Ltd is exploring the option of launching its leading fruit drinks brand,
Frooti, in bottles. This then, would bring Frooti in direct competition with Coke’s Maaza and
Pepsi’s Mangola. Frooti already exists in carton packs and is the market leader in this category
with an estimated 80 per cent share.
Company officials say that Parle Agro’s plan to launch Frooti in bottles is aimed at unlocking
growth opportunities in this category, given the fact that Frooti has already achieved the
requisite stretch in terms of carton packs.
According to Parle Agro chairman and managing director Mr Prakash Chauhan, the Digen
Verma advertising campaign has clicked for Frooti. The idea behind launching a teaser
campaign followed by a massive advertising binge, was aimed at strengthening Frooti’s top-of-
the-mind brand recall.
Meanwhile, with the launch of N-Joi — a milk-based mango drink — in Pune and Chennai, Mr
Chauhan says that Parle will extend the brand to other dairy products in the future. “N-Joi will
be used as the umbrella brand for our dairy products foray. N-Joi will be launched in Mumbai
and other markets in August-September this year,” he says.
The company would also explore the option of extending Frooti into other fruit-based drinks.
Parle Agro has already attempted at attacking “affordability” as an issue in the mineral water
market by introducing Bailley at the Rs 3.50 price point. Bailley is also being pushed through an
expansion in the number of depots and delivery points through three-wheelers.
The company is in the middle of expanding its penetration of Bailley. The number of outlets,
which were expanded last year from two lakh to 2.60 lakh, will further go up to 2.65 lakh
outlets this year, Mr Chauhan informed.
The Rs 383-crore Parle Agro derives a major part of its turnover — Rs 250 crore — from carton
packed fruit drinks (Frooti), and the balance Rs 108 crore comes from Bailley.
The Rs 700-crore water market is said to be registering a growth of 60-70 per cent over the last
The Situation after DV
campaign
New Venture
 Market Details
• Size of the market Rs.700 million
• Players:
The new looks