ANJUMAN - I ISLAMS ALLANA INSTITUTE OF MANGEMENT STUDIES AND RESEARCH

MMS : I YEAR DIV : B TOPIC : MARKETING PLAN ( MANGO FROOTI) SUBMITTED TO: PROF RAJESH BY MEMBERS ROLL NO SHARIQUE SAYYED 49 FARZANA SAYYED 50 MONISUDDIN SAYYED 51 TEHSEEN SAYYED 52 KRUTISH SHAH 53 SHAHID RAZA SHAH 54

 Emerged in 1929 ( biscuits, sweets and candies)

Beverages and Water in 1950

Mango frooti as a brand In 1985

Why Frooti?
Tastes best Mango as a National Fruit Health Drink

 Launched in the year 1984-85. India's leading fruit drink with an 85% market share.

India's largest selling mango flavored drink.

Different variants available

Tetra pack in different sizes

MARKETING MIX: major tools which decides the success of an brand PRODUCT PRICE PLACE PROMOTION

PRODUCT : India's first real fruit drink in a Tetra Pak is available in - Frooti Mango, Green Mango. Frooti Mango is from premium Indian Mangoes. Frooti has also been introduced in PET bottle packing. Mango Frooti contains vitamin A which is essential for eye sight, growth and healthy skin. Frooti is a delicious and refreshing ready to serve fruit beverage. Frooti comes in Fruit drink segment of NCSD category.

PRICE : TETRA PACK PACKAGING

DIFFERENT QUANTITY available AT DIFFERENT PRICE

Mango frooti used penetrating pricing strategy when it was launched early and then they increased the price of pet bottles as well as tetra pack. Launching tetra pack for RS 5 was also the penetrating pricing strategy.

PLACE Frooti is the highest distributed brand in Fruit drink segment with an 85% market share in India.Frooti reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly.

PROMOTION Television Magazines &Newspaper Radio Campaign

SWOT ANALYSIS: MUST BE IN CHECK FOR THE LONG RUN. STRENGTH OPPORTUNITY WEAKNESS

THREATS

 STRENGTH
Market leader in NCSD category-60% market share. First packaged Mango drink in Indian market, first to introduce Tetra pack, PET bottle packaging in NCSD category. Frooti has got a very large quantity basket - available in various quantities like 65 ml, 200 ml, 250 ml, 500 ml and 1 Litre.. Frooti has got a strong Brand Equity.

WEAKNESS
1.Frooti is not perceived as a health drink.
2. Frooti has limited variety of flavour - only mango and green mango. 3.Frooti means mango, syndrome in the mind of consumers.

4. Margin given to retailers and distributors is less as compared to its competitors..

5. Frooti has no brand ambassador.

 OPPORTUNITY
Increasing health awareness among consumers - As per our survey 88% of the respondents preferred fruit drink to carbonated drink. Growing market share of NCSD category Huge untapped unorganized sector in NCSD category. Huge untapped market in other flavours - Orange, Pineapples, Grape.

 THREATS Fruit juice segment consisting of Real and Tropicana is increasing at the rate of 20-25% per annum as compared to sluggish growth in other segment. High consumer preference for flavours other than mango and green mango. Competition with global giants - Coke and Pepsi

MAJOR COMPETITORS
PEPSI AND COCO COLA: THE GAINTS

SLUSH and FRUIT NECTAR

IN HOUSE COMPETITORS

Sensory Branding on Mango Frooti

Sensory Branding

Parle: Mango Frooti

TASTE: Pure mango pleasure. One of the best mango fruit drink in the world.

SMELL: Smell that is hard to resist. Pure Alphanso smell.

HEAR :

1) Cheap and best mango fruit drink right from the past. 2) Energizing Strap lines used:

Fresh and juicy. Juice up your life. Why grow up?

VISUAL :
The high quality packaging with attractive colours. Logo of a mango.

Availability of the product in different shapes & size etc.

Yellowish golden colour refers to wealth.

TOUCH: It provides the cool & chilling sensation. Tetra pack of Rs.5 make you feel the touch of mango frooti.

CONCLUSION
Mango frooti sales are stagnant from last few years neither it is on the peak nor it is biting the dust. Parle should focus on coming up with different slush's in different flavors like pineapple, orange to enhance the product line .Mango frooti should do celebrity endorsement to enhance the sales. Tag of Healthy drink can improve its declining market share .

THANK YOU