Abstract

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’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

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