Relaunch of Frooti-The 'Digen Verma' Campaign

            
 
Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Relaunch of Frooti-The 'Digen Verma' Campaign case study (Case Code: MKTG005) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search




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.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback


ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

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

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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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

Relaunch of Frooti-The 'Digen Verma' Campaign - Next Page>>


Custom Search





Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
Textbooks Collection
 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.