Relaunch of Frooti-The 'Digen Verma' Campaign

  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:

Price:
Case Code : MKTG005 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

Themes

Advertising and Promotion
Case Length : 5 Pages
Period : 2000-2001
Pub Date : 2001
Teaching Note : Available
Organization : Parle Agro
Industry : Food, Beverages & Tobacco
Countries : India

Abstract:

The case 'Relaunch of Frooti-The 'Digen Verma' campaign' analyses the re-launch strategy adopted by Parle Agro for 'Frooti' and the promotional campaign run by it. The case discusses Parle's teaser campaign which was unusual in that it revolved around a faceless person named 'Digen Verma' ' Frooti' was the first tetrapak fruit juice to be launched in India.

However, owing to stagnating sales, Parle Agro planned to re-launch 'Frooti' by positioning it as fun drink for the youth. As a part of the strategy, it launched a teaser campaign. This teaser campaign revolved round a faceless brand ambassador who was positioned as someone whom the youth could relate to.

The teaser campaign evoked enormous public interest. As a part of the re-launch strategy, the packaging of the product was also changed and the baseline changed to 'Just like that.'

Issues:

» Promotional Campaign, Teaser Campaign, Re-launch Strategy

Contents:

  Page No.
Who is Digen Verma? 1
'Frooti' faltering? 2
Campaign Tale 2
Can Digen Verma Generate Sales? 4

Keywords:

Relaunch of Frooti-The 'Digen Verma, re-launch, strategy, Parle Agro, Frooti, promotional campaign, teaser campaign, Digen Verma, tetrapak fruit juice, stagnating sales, Frooti, ambassador, positioned, enormous public interest, packaging, baseline, Just like that

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