frootic ppts by abby

8/8/2019 Frootic ppts by abby

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Presented By:-Abhishek PathakAparna SrivastavaFaraz KhanKapil Dev AgrawalRahul Pandey

Shubham SharmaSaravjeet Singh


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PARLE AGRO PVT. LTD.

Parlet is a leading Indian Food and Beverage Company, the only Indiantransnational giant with the past experience of having successfullylaunched leading soft drink brands like Frooti, Appy, N - Joi and Bailley.Today its brand portfolio consists of brands like Frooti along with Appy,N-Joi and Bailley.

M

ango - Indias national and most premium fruit was a virtually untappedsegment until the year 1985, which saw the launch of Frooti Mango in atrendy convenient tetra-pack.

Soft drink market can be divided into two categories:-

1. Carbonated soft drink2. Non-carbonated soft drink (NCSD).Frooti is the market leader in the Non-carbonated soft drink categorywith around 60% market share.


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NON-CARBONATED SOFT DRINK


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MARKETING MIX

Product

1. Indias first real fruit drink in a Tetra Pak is available in -FrootiMango, Green Mango. Frooti Mango is from premiumIndian Mangoes.

2. Frooti has also been introduced in PET bottle packing.

Mango Frooti contains vitamin A which is essential for eyesight, growth and healthy skin.

3. Frooti is a delicious and refreshing ready to serve fruitbeverage.

Frooti is available in following quantities:-65 ml (only Tetra pack packaging)

165 ml (only Tetra pack packaging)220 ml600 ml (only PET Bottle)1000 ml (only PET Bottle)


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Price

Frooti is offering its product in different quantities and prices dependingupon the consumer requirements, preferences and income-levels.

PRICE:TETRA PACK PACKAGING

QUANTITY PRICE (Rs.)65 ml 2.50165 ml 10.00

200 ml 12.00

PET BOTTLE PACKAGINGQUANTITY PRICE (Rs.)

220 ml 12.00600 ml 25.001000 ml 40.00


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Place

1. Frooti is the highest distributed brand in Fruit drink segment with an 60%market share in India

2. Frooti reaches more than 10 lakh retail outlets through more than 1500distributors and wholesalers directly and indirectly.

3. This is borne out by Parle Agro winning the Beverage Industry award forthe Best Managed Supply Chain 2002 and the Highest Retail Availability inthe year 2002.

Promotion

1. In a strategic move, Parle Agro Ltd is revamping its marketingplans in a bid to promote its flagship brand Frooti in theovercrowded category.

2. In fact, the company has taken a different marketing route bylaunching a host of new retailing and packaging initiatives to pumpup volumes.

3. Parle Agro introduced a mysterious character called Digen Vermaand created a hype around this person through an aggressiveoutdoor campaign which was quiet a success.


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YES -92% NO-8%

Most of the respondent

prefer soft drink.

Do you drink soft drinks?

Yes

No


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If yes, then which soft drink?

1) Carbonated drink- 64%

2) Fruit drinks- 36%

Carbonated Drink

Fruit Drink


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Which fruit drink you like most?

a) Maaza -24% b)Slice- 16% c) Frooti-24%d)Real- 30% e)Tropicana- 6%

Mazza

24%

Slince

16%

Frooti

24%

Real

30%

Tropicana

6%

Chart Title


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Should frooti come in other flavor also?

a)Yes- 70% b) No-30%

Yes

No


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If yes, which flavor?

a)Orange-44% b)Pine apple-16%

c)Mix fruit- 24% d)Others- 16%

Orange

44%

Pineapple

16%

Mixfruit

24%

Others

16%

Chart Title


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Is Frooti a health drinks?

a)Yes- 24% b)No-76%

Yes

24%

No

76%

Other

76%

Chart Title


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Is Frooti a child drink ?

a) Yes-54% b) No-44%

Yes

55%

No

45%

Chart Title


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Is Frooti readily available?

a)Yes

36% b)No 64%

Yes-

36%

No-

64%

Chart Title


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Do you think advertising influence you to

drink Frooti ?

a) Yes 16% b) No 84%

Yes

16%

No

84%

Chart Title


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Which packages do you prefer most ?a) Pet bottle- 48% b) Glass-6 %

c) Tetra pack- 46%

Pet-bottel

48%

Glass

6%

Tetra pack

46%

Chart Title


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Which quantity does you prefers most?

a) 65 ML-12% b)165 ML-24%

c) 500 ML-40% d) 1000 ML-24%

65 ml

12%

165 ml

24%

500 ml

40%

1000 ml

24%

Chart Title


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Would you visit another store X, if you do not find frooti

at your store?

a)Yes -12% b)No-88%

Yes

12%

No

88%

Chart Title


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Reason for failure of frooti

Advertisement Brand Ambassador Brand loyalty Distribution Margin

No brand expansion brand equity is not utilize properly Frooti is not persuade as health drink Frooti means mango syndrome in mind of consumerFailure of YO! Frooti


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STRENGTHS

1.) Market leader in NCSD category-60% marketshare.

2.) Innovative First to introduce Tetra pack inNCSD category.

3.) Quick market responder.

4.) Frooti has got a very large quantity basket.

5.) Frooti has got a strong Brand Equity.

WEAKNESSES

1.) Frooti is not perceived as a health drink.

2.) Frooti has limited variety of flavour .

3.) Frooti means mango, syndrome in the mind ofconsumers.

4.) Frooti has no brand ambassador.

5.) No brand expansion.

OPPORTUNITIES

1.) Huge untapped unorganized sector in NCSD

category.2.) Huge untapped market in other flavours -Orange, Pineapples, Grape.

3.)Growing market share of NCSD category.

4.) Demographically, in the coming years around55% of the population will consist of below 35years in age, which should be major target market

for Frooti.

THREATS

1) Decreasing share in NCSD category - Fruit juicesegment consisting of Real and Tropicana isincreasing at the rate of 20-25% per annum ascompared to sluggish growth in other segment.

2.) Presence of huge unorganized market.

3.)High consumer preference for flavors other

than mango and green mango.4.)Competition with global giants - Coke and Pepsi.

SwotAnalysis


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INNOVATION OF LOGO


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NEW ADVERTISEMENT

MVI_0292.AVI


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CREW AND CAST

Actors Shwetank Rahul Shubham Faraz khan Abhishek swami Amol Saravjeet

Cinematography & Creative head Ravindra singh negi

Art director Abhishek swami

Tag Boy GauravConcept ,Written & Directed by Abhishek Pathak

Special thanks to our juniors


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Recommendations On The Basis OfMarketing Mix

PRODUCTFrooti in Others Flavors: As per our survey, 70% of the respondents want Frooti in

flavors other than mango like Orange, Pineapple and mix fruit.

Our main competitor Real is available in many flavors likeMango, Orange, Guava, Grape, Apple, Pineapple and mix fruitetc.

So, to compete with Real and other competitors, the presentvariants of Frooti in orange, pineapple and strawberry flavorshould be made available all over India.

Frooti should also be made available in grape flavor as there isa great demand for this flavor, especially in the under 20 age-group segment.


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PLACE:

Retail chain of NCSD in India To capture the huge unorganized sector, Frooti should be

promoted as a retailing chain outlet in India on the lines ofBarista which is in the retailing of coffee.

This outlet should contain all the variants of Frooti indifferent flavors and quantities and it should also be served inglasses.

Also, this outlet can be used to provide fresh fruit juices invarious flavors at a very reasonable price. This move will helpParle to capture a major chunk of the huge unorganizedsector which is more than Rs 500 crore.

But, this is a highly risky move and requires lot of capitalso, Parle should first experiment by opening a few outlets.


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PROMOTION

PROMOTION

The nutrient content of Frooti should be highlighted on thepackage so that the consumer can become more aware andperceive Frooti as a Health drink.

The quality standard of Frooti should be approved by areputed authority or organization (like ISO series) and thisbe promoted.

Taking the cost consideration into account, Parle Agro can gofor more distributor and retailer margins, as by getting more

margins the retailers and the distributors will promote Frootimore efficiently. It should also provide more consumerschemes.

Parle can also promote Frooti by providing various offering like Refrigerators.


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BRAND AMBASSDOR FOR THE FROOTI:

Frooti is needed to be promoted as a health drinkand should target not only the kids but also theother members of the family.

For this Frooti should project its brandambassador who will help consumers perceive it asa health drink.

The Brand ambassador should be someone whosymbolizes good health and along with him / her acartoon character (someone very popular amongkids) should also be introduced so that Frooti doesnot loses its current taret audience-kids.


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SUGGESTION

Frooti can go for Salman Khan as a brand ambassador as he isvery popular in India and symbolizes good health. (Punch linewill be something like Pyaas wahi Bhook nayi) Along with

him, Frooti should also go for a famous cartoon. Character like Scooby doo or Popeye to target the kids and

both of them should feature together in the advertisement.

Should reposition it in market as healthy drink.

Frooti should make a Brand community Accessories (i.e freeze ,big hoardings, frooti stands) related

to frooti should provided by company to retailers.


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LIMITATIONS:

The corporate office of Parle Agro issituated in Mumbai and so we could notgather information from there.

We could not find the reason why Frootiwas not introduced in other flavors likeorange, pineapple, mix fruit etc on all India

basis (We sent an E-Mail to the companybut didnt get any reply).


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CONCLUSION:

We can conclude the following:

By taking some initiatives, Frooti can compete with the fruitjuice segment comprising of Real and Tropicana, and canmaintain its position as a market leader in the NCSD category.

The consumers response to the new packaging (PET bottle and65 ml Tetra pack) of Frooti is positive as shown in the survey.

Tag of Healthy drink can improve its declining market share .

Distribution channel is weak.

Accessories (i.e freeze ,big hoardings, frooti stands) relatedto frooti is not provided by company to retailers.


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Thank

You

frootic ppts by abby

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