Relaunch of Frooti-The 'Digen Verma' Campaign
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(Case Code: MKTG005) click on the button below, and select the case from the list of available cases:
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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.
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Case Details: |
Price: |
| Case Code |
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MKTG005 |
For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extraThemesAdvertising and Promotion |
| Case Length |
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5 Pages |
| Period |
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2000-2001 |
| Pub Date |
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2001 |
| Teaching Note |
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Available |
| Organization |
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Parle Agro |
| Industry |
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Food, Beverages & Tobacco |
| Countries
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India |
Abstract:
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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.
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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:
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
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