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 satisfying—Thirst, Fun

Other products & Brands-Soft drinks,

onjus,
Tropicana.

Product form—Fruit 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.
a ?
er m
V
e n
i g
e D
H
Is
 Any college kid willn’t 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
s s top
xt bu
e ne
i n th
il l be
w
er ma
en V
ig
IS D
 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
•Demographic
Product Mix
Price •Physical- Natural-
Technological
Place
Promotion •Customer & Market
•HR/ Finance Dept. •Competitors & Industry
 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)