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Relaunch of Frooti-The 'Digen Verma' Campaign
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‘FROOTI'FALTERING?
‘Frooti'was launched by Parle Agro in 1984. It was the
first tetrapak drink to be introduced in the Indian market. By 2000, Frooti had
a majority market share of the Rs. 300 crore tetrapak fruit drink market.
However analysts felt that this 16-year-old brand had been losing its appeal
over the years.
The brand, which scored a 100 on product likability and quality and a 95 on
product recall, had dropped in the top-of-the-mind ranking to 60, from 95 two
years ago. The sales of ‘Frooti'also had dropped over the years. The situation
worsened with the increase in competition. In addition to the threat it faced
from soft drinks marketers, Frooti'witnessed heightened competition in its own
segment tetrapak fruit drinks and juices.
With pressure mounting from all sides, Parle Agro was forced to rethink its
strategy. To revive the sagging appeal of the brand, it decided on a major
relaunch strategy, which focussed on changing its positioning. The relaunch of
‘Frooti'aimed at positioning ‘Frooti'as a fun, trendy and modern drink
targeted at the youth segment, a marked change from its initial positioning as a
drink for kids.
Said, BL Venkateshwar, Parle Agro vice-president: "There has been a change in
the consumer psychology. Today sub-segments have been created with the 12-15
year olds calling themselves teenagers and 9-12 year olds as pre-teens. These
segments are turning into decision-makers of today with an increase in pocket
money. The segment of 16-19 years olds is the new impulse category we are
targeting." This segment was therefore strategically very important for Parle
Agro.
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Continued....
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tetrapak fruit drinks : There was competing brands like
‘Tropicana,'‘Onjus,'etc. |
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