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Frooti
A case study of Repositioning
A Brand
Reasons of Repositioning
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Loosing market appeal
Sales were dropped
Increase in Competition
Threat from soft drink marketers
Same segment Competition,
Tetra pack fruit drinks & juices
The Product
• First Indian Tetra packaged drink
• Launched in 1984
• Total size of market is Rs.300 crore
Parle’s Product Lines Turn over
(2006)
Target
• Repositioning the Brand
• Repositioning
• As fun, trendy & modern drink targeted @
Youth segment
The Theory
• That too at media costs of just Rs 70 lakh, since outdoor media
comes much cheaper. The relaunched Frooti tetrapak comes with a
zesty new packaging such as new `splash’ graphics in the same
signature green and orange colours and a flip top packaging instead
of an aperture for a straw. According to Prakash Chauhan, post
Digen Verma and the new packaging, the brand will look at a 40 per
cent growth from the current 20 per cent.
``It is the onus of the market leader to grow the brand,’’ he says.
Frooti has about 85 per cent of the Rs 300 crore fruit drink tetrapak
market. Why Digen Verma as brand ambassador? ``In the face of
the kids themselves upgrading to new beverages, the need was to
upgrade the brand’s profile for a young adult — the 16-21 year,’’
says Ram Sehgal, managing director, Everest Integrated
Communications
Resistant
• Perception problem
• Image as kids drink
Projected target
• To project it as a better alternative to cola
drinks
New segment
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Young
Segment by Age
Segment by Education-College goers
Segment by Habit/Utility
Hung Out Habits
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Reference points
@ canteen
@ restaurants
@ movie theaters
@ buses
@ local trains
Habitual pattern of living
Role of Brand Endorser
Fictional Brand Ambassador
• Face less man
• Mass appeal
• Strong Story line to correlate
DIGEN VERMA
• Unusual name
• Along with familiarity
• Test Market Research it was chosen
Formation of Artificial Personality
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Catchy & creative promotional campaign
Which is capable of differentiate the product
Multi media advertising
A) TVCs,
B) Out door media campaign
C) off line promotions
D) online promotion campaign
The Process of integration
• JUST who is Digen Verma? That’s what the nation
has wanted to know this past fortnight. Mystique,
intrigue and high drama have cloaked this
`faceless’ man who’s been there, done that.
We’ve been assailed with a blitz of outdoor ads,
promos, cinema and teaser spots with word
balloons like `Was Digen Verma here?’. Even
cinema halls have flashed DV slides exhorting him
to tow his Ferrari away from the parking lot.
Welcome to the new age of word-of-mouth
advertising
The innovation
• The teaser campaign has thus fleshed DV as a
nice, cool, social (`puuub’-going), ecoconscious, trendsetter for the campus and
young adult crowd. The brainchild of Milind
Dhaimade, which was sparked at a traffic
signal, this almost dorky name was chosen
since it was a tag one couldn’t slot or
stereotype, says the creative director, Everest.
Teaser campaign
• Building up a hype
• Creating a mystery
• BY CONCEALING HIS ASSOCIATION WITH
FROOTI----HOW ?
Teaser ad ?
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Business Definition for: teaser ad
Dictionary of Marketing Terms
teaser ad
brief advertisement designed to tease the public by offering only bits of information without
revealing either the sponsor of the ad or the product being advertised. Teaser ads are the
frontrunners of an advertising campaign, and their purpose is to arouse curiosity and get attention
for the campaign that follows. In order for a teaser campaign to be effective, the ads must have
great visibility in print, broadcast, and out-of-home media so as to reach a great many people.
Teaser ads are often used in the introduction of a major motion picture or a new product.
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Dictionary of Business Terms
teaser ad
brief advertisement designed to tease the public by offering only bits of information without
revealing either the sponsor of the ad or the product being advertised. Teaser ads are the
frontrunners of an advertising campaign, and their purpose is to arouse curiosity and get attention
for the campaign that follows.
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Copyright © 2000, 1994, 1987 by Barron's Educational Series, Inc. Reprinted by arrangement with
Publisher.
Copyright © 2007, 2000, 1997, 1987, by Barron's Educational Series, Inc. Reprinted by arrangement
with Publisher.
HOW ?
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Out door ads
Promos
Cinema
Teaser spots
Change in Packaging
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Splashy graphics
Signature green @ orange colour
Flip top packaging
Change in tag line
Cost of communication=Rs.30 million
Frooti in bottle: Parle Agro to take Coke, Pepsi head on
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( July '26,2001, FE)
If Coke and Pepsi in India thought that they have seen the last of the Chauhan brothers of the Parle group in the
bottled soft drinks marketplace, they had better think again! For, Mr Prakash Chauhan’s Parle Agro Ltd is exploring the
option of launching its leading fruit drinks brand, Frooti, in bottles. This then, would bring Frooti in direct competition
with Coke’s Maaza and Pepsi’s Mangola. Frooti already exists in carton packs and is the market leader in this category
with an estimated 80 per cent share.
Company officials say that Parle Agro’s plan to launch Frooti in bottles is aimed at unlocking growth opportunities in
this category, given the fact that Frooti has already achieved the requisite stretch in terms of carton packs.
According to Parle Agro chairman and managing director Mr Prakash Chauhan, the Digen Verma advertising campaign
has clicked for Frooti. The idea behind launching a teaser campaign followed by a massive advertising binge, was aimed
at strengthening Frooti’s top-of-the-mind brand recall.
Meanwhile, with the launch of N-Joi — a milk-based mango drink — in Pune and Chennai, Mr Chauhan says that Parle
will extend the brand to other dairy products in the future. “N-Joi will be used as the umbrella brand for our dairy
products foray. N-Joi will be launched in Mumbai and other markets in August-September this year,” he says.
The company would also explore the option of extending Frooti into other fruit-based drinks.
Parle Agro has already attempted at attacking “affordability” as an issue in the mineral water market by introducing
Bailley at the Rs 3.50 price point. Bailley is also being pushed through an expansion in the number of depots and
delivery points through three-wheelers.
The company is in the middle of expanding its penetration of Bailley. The number of outlets, which were expanded last
year from two lakh to 2.60 lakh, will further go up to 2.65 lakh outlets this year, Mr Chauhan informed.
The Rs 383-crore Parle Agro derives a major part of its turnover — Rs 250 crore — from carton packed fruit drinks
(Frooti), and the balance Rs 108 crore comes from Bailley.
The Rs 700-crore water market is said to be registering a growth of 60-70 per cent over the last one year. Parle
International expects to register a growth of 50 per cent in water next year.
Of the total mineral water market size of 32 million cases per annum, Bailley currently has a marketshare of 22 per
cent. Bisleri leads with a share of 48 per cent, and Aquafina and Kinley with marketshares of around 3-4 per cent,
respectively.
The Situation after DV campaign
New Venture
Market Details
• Size of the market Rs.700 million
• Players:
The new looks