Presented by:

Amruta Mohanty() Arshad Ahmed() Narendra Kumar() Pabitra Padhy() Siddharth ShankarNath()

Digen Verma!!!

Frooti was launched by Parle Agro in 1984. First tetra pack drink to be introduced in the Indian market. Frooti has a majority market share of the Rs. 300 cr. tetra pack fruit drink market.(By 2000)

Product likeability and quality scored 100% .

Scored 95% in product recall.

Digen Verma!!!

16 yrs 0ld brand had been losing its appeal over the years.
Product recall was dropped to 60% in the top of the market ranking. Situation worsened with the increase in competition.

Threat was faced by soft drink marketers.

Parle agro decided on a major relaunch strategy focusing on changing its positioning.

Digen Verma!!!

Sub segments have been created 12-15 yrs olds calling themselves as teen-agers. 9-12 year olds as pre-teens. These segments are turning to decision makers of today with an increase in pocket money. The new impulse category (16-19 yrs) were targeted.

Digen Verma!!!

Loosing market appeals Sales are dropped Increase in competition Threat from soft drink marketer Same segment competition Tetra pack Fruit drinks and juice

Digen Verma!!!

1.Defining Product category: Need satisfyingThirst, Fun

Other products & Brands-Soft drinks, onjus, Tropicana. Product formFruit drink

Digen Verma!!!
Segments: Youth Sub segments: Pre-teens (9-12) Teen agers(12-15) Above teenager(16-19) - New Impulse category Difference in consumer behaviors: Fun, trendy, Modern, Hung out Habits.

Digen Verma!!!

Perception of competitor: Soft drinks are for youth

Vacant spot: Fruit drinks for Youth

Digen Verma!!!
Differentiation: Target users- Fruit drink for youths. Occasion- As a fun, for hang out habits.

Implementing Positional Communication: Product Packaging Brand Place Promotion

Digen Verma!!!

Product: Tetra packed drink

Packaging: New splash graphics In same signature green & orange colours Flip top packaging Tagline was changed to Frooti-just like that

Digen Verma!!!

Place: Canteens Restaurants Buses Movie theaters Local trains Promotion: -Communication using a national identity ( Digen Verma)

Digen Verma!!! -Use of innovative & creative campaign -Multi media advertising TVCS Out door campaigns Offline promotions Online promotion campaigns

To create a hype in market. It was somewhat unusual. Digen Verma was well received in southern markets. Image of a celebrities can be lossed.

Any college kid willnt drink fruity with image loss. To have a mass appeal: -Name had to be ubiquitous enough -The lifestyle should be related to normal consumers. -The storyline had to be powerful enough to sustain interest.

Is the rationale will be effective?

YES

The campaign had been successful in not just evoking interest but also in increasing sales. The customer awareness it was likely to capture seemed quite phenomenal. (Brand awareness) The sales are already up by almost 30% by investing 30 million on campaign. (Sales) The Digen verma campaign would be remembered for its sheer creativity and unprecedented public interest it generated.

6% 8% 6%

80%

Parle Frooti

Pepsi-Mangola

Coke-Maza

Unorganized

Besides Promotional campaign is their any other factors behind the success of a brand?

YES

FACTORS

Operation/ Production

Political-Economic-Legal Socio- Cultural

Marketing
Product Mix Price Demographic Physical- NaturalTechnological Customer & Market Competitors & Industry

Place
Promotion HR/ Finance Dept.

Operation/Production: -Quality of production. -Improving high productivity.

-Capacity of production.

In case of frooti The quality of drink as real as mango. Hygienic production must be their. As much as minimization of production cost .
Effects: The success of the brand frooti.

Marketing: Product: Need satisfying Quality of product. Variants of product. Packaging Pack imagery

In case of frooti
It should satisfy as a refreshing drink. It should taste as real mango. It should be available in different pack size. Pack imagery should act as a catalyst for youth segments.

Effects: The success of the brand frooti.

Price: - At par with competitors - Margin( Retailers, Distributors)

In case of frooti - Price should be affordable & comparable with competitors. - Margin should be provided . Effects: Increase of sales .

Place: Availability of product .

In case of frooti The demand of customers should be delivered in time. Effects: Satisfaction of customers.

HR/ Finance dept. - Trained employees. - Cost minimization.

In case of frooti The production cost should be minimized to increase the % of profit. Effects: To achieve a sound profitability in business.

Political-Social-Legal. -Govt. rules and regulation. - Proportion of contents of ingredients. In case of frooti - Ethical product should be their. - It should fulfill the quality certification.

Effects: It will create Customer trust on the brand.

Competitors & industry: -Competition from organized & unorganized sector. - Direct & Indirect competition. In case of frooti Direct-Coke & Pepsi( after relaunch) Indirect- Fruit juices, Sugarcane juice. Effects: Affect the sale, market share.

To sustain in competition brands required to rethink the strategy. ( attempted by parle agro in 2001) Promotion of a product plays a major role in case of a success of a brand. (Use of Digen verma campaign) Using an artificial character than a celebrity is much beneficial. ( Digen Verma instead of any celebrity)

Re launching a same product can create new set of competitors. ( Frooti Vs. Cola) Besides promotional strategy there are some controllable & uncontrollable factors which determines the success of a brand. By using teasure campaign the awareness of a brand lasts for a long time. ( Who is Digen Verma ?)

To create a new perception tagline of old product should be changed (from just like that to frooti-just like that in case of frooti.

Packaging should be changed in case of relaunch of a product. (New splash graphics in case of frooti)