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    Frooti

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    aniketgajghate99

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    Frooti

    Uploaded by

    aniketgajghate99
    15 views24 pages

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    15 views24 pages

    Frooti

    Uploaded by

    aniketgajghate99

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 24

    “Re-launch Of Frooti – The ‘Digen Verma’ Campaign : Who

    Is Digen?”
    Verma?”
    “Re-launch Of Frooti – The ‘Digen Verma’
    Campaign : Who Is Digen Verma?”
    Theme : advertising and promotion
    Period : 2000 – 2001
    Organization : Parle Agro
    Country : India
    Industry : food , beverages and tobacco

    Presented by: Guided by :


     Anchal Bishnani  Ashwini Chauhan Dr. Neeraj Nanoti sir
     Anjali Rajpal  Arpit Satpute
     Aparna Pandhare
    INTRODUCTION
    Introduction
     Frooti was launched in 1985 in tetrapack package by Parle Agro India Pvt. Ltd.
     It was a first Tetrapak Concept Drink.
     Introduced in 1964.
     Marketing manager of Mango frooti drink is Madhur pandey.
     He Said frooti is India's legendary and iconic mango drink.
     It is the largest selling mango drink in india
     .It is exported to to various counties.
     It Is a most Successful drink offered by Parle Agro India ltd.
     It was not the first mango drink but quickly won a large market share.
     Tagline :
    “Just like that ”
    “mango frooti,fresh & juicy”
    "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.'"
    What-When-Who?
    WHAT?
    TYPE OF CASE IS THIS – Decision Case/Situation Case / Marketing Case

    What is the case description – The case discusses Parle's teaser campaign which was
    unusual in that it revolved around a faceless person named 'Digen Verma‘. Parle Agro
    planned to re-launch 'Frooti' by positioning it as fun drink for the youth.
    WHEN?
    Re-launch Of Frooti – The ‘Digen Verma’ Campaign Was Introduced in
    February 2001 By Parle Agro.
    This Campaign Was Designed By Everest Integrate Communication.
    WHO?

     Digen Verma
     Mr. Prakash Chauhan ( chairman of
    Parle)

    Milind Dhaimade, Creative Director of Everest, the brain behind this entire campaign.
    SWOC Analysis
    Strengths

    1. Brand Recognition: Frooti has established itself as a well-known

    brand, enjoying strong recognition among consumers.

    2. Taste and Flavor Variety:Frooti offers a diverse range of flavors,

    catering to different consumer preferences.

    3. Distribution Network:The brand has an extensive distribution

    network, ensuring widespread availability across various regions.


    Weakness
    1. Health Concerns: Some consumers may be deterred by the high sugar content
    in Frooti, considering the growing emphasis on healthier beverage options.
    2. Perception as a Childhood Drink: Frooti may be perceived as a drink
    primarily for children, potentially limiting its appeal among adult consumers.
    3. Competition from Healthier Alternatives: The market trend towards
    healthier beverages poses a challenge for Frooti, which is often associated with
    sugary drinks..
    Opportunities

    1. Diversification into Healthier Options: Capitalizing on the health trend, Frooti could explore

    and introduce healthier variants or options, such as low-sugar or natural fruit juice blends.

    2. Digital Marketing and Engagement: Leveraging social media and digital platforms for

    marketing and engagement can help reach a wider audience, especially the younger

    demographic.

    3. Global Expansion: Exploring opportunities for international expansion could tap into new

    markets and diversify the consumer base.


    Competitors
    1. Maaza

    2. Slice

    3. Real fruit juice


    Problems?
    WHICH?
    •Which were the problems describe in this case?
    Theory Of Problems

    •The market theory behind the case "Who is Digen Verma" campaign is "Curiosity Gap" .

    •They're not telling everything about Digen Verma at once to make it interesting and keep
    people guessing.

    •It's a bit like when someone shares part of a secret to make you curious and excited to find
    out the rest. This way, they hope to make the Frooti campaign more fun and get everyone
    talking about it.
    !Options available with protagonist to handle the problem!

    •Reduction in Price
    •Introduction of new varieties
    •Advertising with celebrities
    •Providing various offers and discounts
    • New marketing strategies
    •Updation in product
    Which alternative the protagonist has selected?

    •New marketing strategies


    • Change in colour of product
    •Replacement of flipflop packaging
    • Introducing straws
    • Change in Tag line
    • Addition of Graphics on packaging
    Alternative Solutions For this case and Why?
     Representation of the product (Frooti) should have been increased in this
    campaign.
    Advertising through Celebrities and other influential people
    Addition of new flavors
     Use of Different Names
    The Road Ahead (Plan for future)
    1. What are the likely challenges to be faced by this company in future and how are they going to meet
    them?

    • Changing Tastes: -

    Challenge: People may start liking different drinks, so the company needs to make drinks
    that everyone enjoys.
    Approach:
    Ask people what they like, and make new flavors that everyone finds tasty.

    •Too Many Drinks: -

    Challenge: Many companies make drinks, so it might be hard for Parle Agro to stand out
    and be everyone's favorite.
    Approach: Make our drinks special and tell everyone why they're the best. Show what
    makes us different from other companies.
    •Expensive Ingredients: -

    Challenge: The things needed to make drinks might get more expensive, making it harder for
    the company to make drinks without raising prices.
    Approach: Find smart ways to make our drinks without spending too much. Look for good
    deals on ingredients.

    •Healthy Choices: -

    Challenge: People might want drinks that are good for them, so the company has to make
    sure they're making drinks that are healthy and tasty.
    Approach: Make drinks that are good for you and taste great. Tell everyone why our
    drinks are a healthy and yummy choice.

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