Presented

Presented By:-
By:-
Abhishek
Abhishek Pathak
Pathak
Aparna
Aparna Srivastava
Srivastava
Faraz
Faraz Khan
Khan
Kapil
Kapil Dev
Dev Agrawal
Agrawal
Rahul
Rahul Pandey
Pandey
Shubham
Shubham Sharma
Sharma
Saravjeet
Saravjeet Singh
Singh
 PARLE AGRO PVT. LTD.

Parlet is a leading Indian Food and Beverage Company, the only Indian
transnational giant with the past experience of having successfully
launched leading soft drink brands like “Frooti, Appy, N - Joi and Bailley”.
Today its brand portfolio consists of brands like Frooti along with Appy,
N-Joi and Bailley.

• Mango - India’s national and most premium fruit was a virtually untapped
segment until the year 1985, which saw the launch of Frooti Mango in a
trendy convenient tetra-pack.

Soft drink market can be divided into two categories:-

1. Carbonated soft drink
2. Non-carbonated soft drink (NCSD).
Frooti is the market leader in the Non-carbonated soft drink category
with around 60% market share.
NON-CARBONATED SOFT DRINK
 MARKETING MIX

Product

1. India’s first real fruit drink in a Tetra Pak is available in -

Frooti Mango, Green Mango. Frooti Mango is from premium
Indian Mangoes.
2. Frooti has also been introduced in PET bottle packing.
Mango Frooti contains vitamin A which is essential for eye
sight, growth and healthy skin.
3. Frooti is a delicious and refreshing ready to serve fruit
beverage.
Frooti is available in following quantities:-
65 ml (only Tetra pack packaging)
165 ml (only Tetra pack packaging)
220 ml
600 ml (only PET Bottle)
1000 ml (only PET Bottle)
Price
Frooti is offering its product in different quantities and prices depending
upon the consumer requirements, preferences and income-levels.
PRICE:
TETRA PACK PACKAGING
QUANTITY PRICE (Rs.)
65 ml 2.50
165 ml 10.00
200 ml 12.00
 
PET BOTTLE PACKAGING
QUANTITY PRICE (Rs.)
220 ml 12.00
600 ml 25.00
1000 ml 40.00
Place

1. Frooti is the highest distributed brand in Fruit drink segment with an 60%
market share in India
2. Frooti reaches more than 10 lakh retail outlets through more than 1500
distributors and wholesalers directly and indirectly.
3. This is borne out by Parle Agro winning the Beverage Industry award for
the Best Managed Supply Chain 2002 and the Highest Retail Availability in
the year 2002.

Promotion

4. In a strategic move, Parle Agro Ltd is revamping its marketing

plans in a bid to promote its flagship brand ‘Frooti’ in the
overcrowded category.
5. In fact, the company has taken a different marketing route by
launching a host of new retailing and packaging initiatives to pump
up volumes.
6. Parle Agro introduced a mysterious character called ‘Digen Verma’
and created a hype around this person through an aggressive
outdoor campaign which was quiet a success.
QUESTIONNAIRE
 Do you drink soft drinks?
Most of the respondent prefer
soft drink.

YES -92% NO-8%

Yes
No
If yes, then which soft drink?
1) Carbonated drink- 64%
2) Fruit drinks- 36%

Carbonated Drink
Fruit Drink
Which fruit drink you like most?
a) Maaza -24% b)Slice- 16% c) Frooti-24%
d)Real- 30% e)Tropicana- 6%

Chart Title
Mazza
Tropicana 24%
6%

Real
30%

Slince
16%
Frooti
24%
Should frooti come in other flavor also?

a)Yes- 70% b) No-30%

No

Yes
If yes, which flavor?
a)Orange-44% b)Pine apple-16%

c)Mix fruit- 24% d)Others- 16%

Chart Title

Others
16%

Orange
44%
Mixfruit
24%

Pineapple
16%
Is Frooti a health drinks?

a)Yes- 24% b)No-76%

Chart Title

Yes
24%

No
76%
Is Frooti a child drink ?
 
a) Yes-54% b) No-44%
 
Chart Title

No
45%

Yes
55%
Is Frooti readily available?
a)Yes 36% b)No 64%

Chart Title
Yes-
36%

No-
64%
 Do you think advertising influence you to
drink Frooti ?
 
a) Yes 16% b) No 84%

Chart Title

Yes
16%

No
84%
Which packages do you prefer most ?
a) Pet bottle- 48% b) Glass-6 %
c) Tetra pack- 46%

Chart Title

Tetra pack Pet-bottel

46% 48%

Glass
6%
Which quantity does you prefers most?
a) 65 ML-12% b)165 ML-24%
c) 500 ML-40% d) 1000 ML-24%

Chart Title

65 ml
12%

1000 ml
24%

165 ml
24%

500 ml
40%
Would you visit another store X, if you do not find frooti
at your store?

a)Yes -12% b)No-88%

Chart Title
Yes
12%

No
88%
Reason for failure of frooti
 Advertisement
 Brand Ambassador
 Brand loyalty
 Distribution
 Margin
 No brand expansion brand equity is not utilize properly
 Frooti is not persuade as health drink
 Frooti means mango syndrome in mind of consumer
Failure of YO! Frooti……
 THREATS
1) Decreasing share in NCSD category - 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.
2.) Presence of huge unorganized market.
3.)High consumer preference for flavors other
than mango and green mango.
4.)Competition with global giants - Coke and Pepsi.
Analysis
Swot
5.) No brand expansion.
4.) Frooti has no brand ambassador.
of consumers.
3.) “Frooti means mango”, syndrome in the mind
2.) Frooti has limited variety of flavour .
1.) Frooti is not perceived as a health drink.
WEAKNESSES
market for Frooti.
years in age, which should be major target
55% of the population will consist of below 35
4.) Demographically, in the coming years around
3.)Growing market share of NCSD category.
Orange, Pineapples, Grape.
2.) Huge untapped market in other flavours -
category.
1.) Huge untapped unorganized sector in NCSD
OPPORTUNITIES
STRENGTHS
1.) Market leader in NCSD category-60% market
share.
2.) Innovative – First to introduce Tetra pack in
NCSD category.
3.) Quick market responder.
4.) Frooti has got a very large quantity basket.
5.) Frooti has got a strong Brand Equity.
INNOVATION OF LOGO
NEW ADVERTISEMENT

MVI_0292.AVI
 CREW AND CAST
Actors
 Shwetank
 Rahul
 Shubham
 Faraz khan
 Abhishek swami
 Amol
 Saravjeet

Cinematography & Creative head

 Ravindra singh negi

Art director
 Abhishek swami

Tag Boy
 Gaurav

Concept ,Written & Directed by

 Abhishek Pathak

 Special thanks to our juniors

 Recommendations On The Basis Of Marketing Mix

PRODUCT
Frooti in Others Flavors:
 As per our survey, 70% of the respondents want Frooti in

flavors other than mango like Orange, Pineapple and mix fruit.
 Our main competitor Real is available in many flavors like Mango,

Orange, Guava, Grape, Apple, Pineapple and mix fruit etc.

 So, to compete with Real and other competitors, the present

variants of Frooti in orange, pineapple and strawberry flavor

should be made available all over India.
 Frooti should also be made available in grape flavor as there is a

great demand for this flavor, especially in the under 20 age-

group segment.
 PLACE:

Retail chain of NCSD in India

 To capture the huge unorganized sector, Frooti should be

promoted as a retailing chain outlet in India on the lines of

Barista which is in the retailing of coffee.
 This outlet should contain all the variants of Frooti in different

flavors and quantities and it should also be served in glasses.

 Also, this outlet can be used to provide fresh fruit juices in

various flavors at a very reasonable price. This move will help

Parle to capture a major chunk of the huge unorganized sector
which is more than Rs 500 crore.
 But, this is a highly risky move and requires lot of capital so,

Parle should first experiment by opening a few outlets.

 PROMOTION
PROMOTION

 The nutrient content of Frooti should be highlighted on the

package so that the consumer can become more aware and
perceive Frooti as a Health drink.
 The quality standard of Frooti should be approved by a reputed
authority or organization (like ISO series) and this be promoted.
 Taking the cost consideration into account, Parle Agro can go for
more distributor and retailer margins, as by getting more margins
the retailers and the distributors will promote Frooti more
efficiently. It should also provide more consumer schemes.
 Parle can also promote Frooti by providing various offering like
Refrigerators.
BRAND AMBASSDOR FOR THE FROOTI:

 Frooti is needed to be promoted as a health drink

and should target not only the kids but also the
other members of the family.
 For this Frooti should project its brand ambassador
who will help consumers perceive it as a health drink.
 The Brand ambassador should be someone who
symbolizes good health and along with him / her a
cartoon character (someone very popular among
kids) should also be introduced so that Frooti does
not loses its current taret audience-kids.
 SUGGESTION

 Frooti can go for Salman Khan as a brand ambassador as he is

very popular in India and symbolizes good health. (Punch line
will be something like “Pyaas wahi Bhook nayi”) Along with him,
Frooti should also go for a famous cartoon.
 Character like Scooby doo or Popeye to target the kids and
both of them should feature together in the advertisement.
 Should reposition it in market as healthy drink.
 Frooti should make a “Brand community”
 Accessories (i.e freeze ,big hoardings, frooti stands) related
to frooti should provided by company to retailers.
 LIMITATIONS:

 The corporate office of Parle Agro is

situated in Mumbai and so we could not
gather information from there.
 We could not find the reason why Frooti
was not introduced in other flavors like
orange, pineapple, mix fruit etc on all
India basis (We sent an E-Mail to the
company but didn’t get any reply). 
 CONCLUSION:

We can conclude the following:

 By taking some initiatives, Frooti can compete with the fruit

juice segment comprising of Real and Tropicana, and can

maintain its position as a market leader in the NCSD category.
 The consumers response to the new packaging (PET bottle and

65 ml Tetra pack) of Frooti is positive as shown in the survey.

 Tag of Healthy drink can improve its declining market share .
 Distribution channel is weak.

 Accessories (i.e freeze ,big hoardings, frooti stands) related

to frooti is not provided by company to retailers.

Thank