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PARLE AGRO FROOTI- “RIPENING STORY OF A MANGO DRINK”

INTRODUCTION

Frooti was introduced in Indian markets by Prakash Chauhan of Parle Agro India Pvt Ltd in the year
1985. It was launched as a grab-&-go drink, first beverage company to sell a fruit juice in tetra-pack.
Since then tetra pack has become an important part of consumer’s lives. The brand was also the first
in unveiling Pet Bottles and TCA tetra pack. Throughout its three decades journey, Frooti has
presented itself as an innovative and creative brand, and has always been appreciated for its idea-
“why wait for summers to consume mangoes, when one can enjoy it throughout the year.”

The Vision of Frooti is, "To be the leaders in business. We will stand apart from the competition by
being the first in the market to innovate."

The Mission of Frooti is, "We will be the leaders in our business by - maintaining high quality,
introducing new and innovative products, reaching every part of India, remaining customer-centric,
constantly upgrading our knowledge and skills."

MARKET SEGMENTATION

Frooti was introduced for two demographics; primary segment consisted children in the age-group 4-
12 years old, and secondary segment consisted adults who adored mango beverage. Under
psychographic segmentation, the mango beverage portrayed itself as a cool, refreshing and lively-to-
have drink; hence targeted the youth by sub-segmenting it into: Pre-teenagers, Teenagers, and Young
Adults.

MARKET POSITIONING

Frooti evolved with time and has improvised itself in terms of its positioning as well. It was launched
as a non-carbonated fruit beverage and with a tagline of “Mango Frooti, Fresh & Juicy”. Over the
course of time it changed its tagline to “Frooti-Juice up Your life”. As the former tagline was well
integrated in consumers mind, Frooti recovered the original tagline “Mango frooti, fresh and juicy”.
Frooti introduced various campaigns like “Digen Verma –faceless man” Campaign, “Why Grow Up?”
Campaign and “TheFrootiLife” Campaign. At present, “Live The Frooti Life” is on air and by this
they have tried to persuade the consumers that Frooti brings amusement and liveliness in life. Be it
any situation, one can enjoy the mango drink cherishing the flavour and experience associated with it.

SRISHTI MISHRA | M.Sc. Resource Management & design Application

 MARKET DIFFERENTIATION 2
Frooti stood out in the cluster of other mango drinks. Psychedelic treatment was used with the use of
computer graphics which is a complete contrast to the imagery used by other brands. Frooti focuses
on the theme unlike others focus on mango’s characteristics. With its low price and reliable packaging
it was pure & healthy juice with enhanced refreshment & nutrition. Its interesting colour scheme
(yellow & green) makes is recognizable to the eyes of buyers.

BRANDING STRATEGY & BRAND BUILDING TOOLS

For the mainstream campaign, Jessica Walsh, partner at Sagmeister & Walsh and creative director
of the campaign choose to do stop motion style animation for the TVC which had to be different from
what Frooti had done before and what its competition does now. They created a miniature world using
tiny-scaled models of vehicles, people and plant life. Only the Frooti packaging and mangoes were
kept in real-life scale to let them be the protagonist of the shots. Frooti was depicted as the heroic
figure in the ad campaigns. Music for the ad is given by the composer Amit Trivedi and lyricist
Amitabh Bhattacharya. Shah Rukh Khan was choosen as the Brand ambassador; it was the first time
Frooti included a celebrity as a part of its promotional strategy. Sagmeister & Walsh used games and
other digital media strategies for promotion.

MARKETING COMMUNICATION STRATEGY

Frooti was widely marketed on every social media platform, be it YouTube, Twitter, Facebook or
Instagram. Print advertisements like newspaper, consistent message across various media channels
viz. OOH (Out of Home) advertising, TVC, Digital, Social Media, Radio and Cinema, were part of
communication strategy of Frooti. By the involvement of celebrities like Shahrukh Khan, Alia Bhatt,
Varun Dhawan, South Indian actor Allu Arjun, they have increased the brand equity. Event promotion
like during IPL and public promotions via game shows like crazy mango fun and mango slam bam
bam, helped Frooti to compete in the market.

SRISHTI MISHRA | M.Sc. Resource Management & design Application

 REFERENCES: 3
 http://thefrootilife.com/
 https://twitter.com/frooti?lang=en
 https://www.designboom.com/design/sagmeister-walsh-frooti-mango-juice-campaign-indian-
motifs-03-26-2015/gallery/image/sagmeister-walsh-frooti-mango-juice-in-indian-campaign-
designboom-15/

SRISHTI MISHRA | M.Sc. Resource Management & design Application