8/3/2019 CASELET-2-Mktg-I

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CASELET-2

Frooti: A Competitive Product of Parle Agro

8/3/2019 CASELET-2-Mktg-I

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Questions for Discussions:

1. “With pressure from all sides, Parle Agro was forced to rethink its strategy”.Discuss the components of the re-launch strategy for ‘Frooti’.

2. Discuss the rationale behind the ‘Digen Verma’ campaign. Do you think it will be

effective?3. “The success of a brand is dependent on many factors besides the promotional

campaign.” Comment.

Answers

2>"Our aim was to create hype around the product, so we introduced a mysterious character called 'Digen

Verma.' As our target audience is the youth segment, we wanted to showcase their rebellious spirit

through Digen Verma." Ram Sehgal, MD, Everest Integrated Communications.

"Frooti has always been positioned as a drink for kids. Now, we want to position it as a drink for the youth,

especially, the college-going teenagers. We therefore went in for a real life, down-to-earth person, who,

like any college student likes to bunk classes, is a good sportsman and is a popular figure in the college,

with whom the teenagers can actually associate themselves.'"Alka Bhonsle, Management

Consultant, Parle Agrochemicals