Brand Relaunch of Frooti



Case Code : CLMM010
Publication date : 2005
Subject : Marketing Management
Industry : Fast Moving Consumer goods (FMCG)
Length : 04 Pages
Price : Rs. 100

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Key words:

Frooti, Parle Agro, Relaunch Strategy, Positioning, Pepsi, Coca-Cola, Youth, Brand Ambassador, 'Digen Verma', Frooti tetrapak, Television Commercials (TVCs), Outdoor Media Campaigns, Offline Promotions, Online Advertising Campaigns, Packaging


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Parle Agro's Frooti is the leading brand in the tetrapak fruit drink market. The brand witnessed declining sales and started losing its appeal due to increased competition. To revive the sagging sales and appeal of the brand, Parle Agro decided to relaunch the brand with new positioning and packaging. The caselet discusses about Parle Agro's design and implementation of the brand relaunch exercise for Frooti. It provides a detailed description of the advertising strategy followed by the company to promote the brand that involved a teaser advertising campaign revolving around a faceless character 'Digen Verma'.


   Importance of marketing research
   Design and implementation of brand relaunch
   Teaser advertising campaign merits and demerits


'Frooti', launched by Parle Agro in 1984, was the first tetrapak drink to be introduced in the Indian market. By 2000, Frooti had a majority 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 sales of 'Frooti' also had dropped. 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...

Questions for Discussion:

1. "With pressure from all sides, Parle Agro was forced to rethink its strategy." Discuss the components of the re-launch strategy for 'Frooti'.

2. Discuss the rationale behind the 'Digen Verma' campaign. Do you think it will be effective?

3. "The success of a brand is dependent on many factors besides the promotional campaign." Comment.