Relaunch of Frooti-The 'Digen Verma' Campaign

Details

Themes: Advertising and Promotion
Period : 2000-2001
Organization : Parle Agro
Pub Date : 2001
Countries : India
Industry : Food, Beverages & Tobacco

Buy Now

Case Code : MKTG005
Case Length : 5 Pages
Price: Rs. 200;

Tools

<< Previous

Who is Digen Verma? Contd...

This campaign seemed to be the most cost-effective way of promoting Frooti. Said Prakash Chauhan, Chairman, Parle Agro: "This has been the most cost-effective mileage we've got for our brand." In terms of consumer engagement, it was a hit too. Said Dhaimande, "The success of the campaign is beyond our wildest dreams."

'Frooti' Faltering?

'Frooti' was launched by Parle Agro in 1984. It was the first tetrapak drink to be introduced in the Indian market. By 2000, Frooti had a majority market 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 brand, which scored a 100 on product likability and quality and a 95 on product recall, had dropped in the top-of-the-mind ranking to 60, from 95 two years ago.

The sales of 'Frooti' also had dropped over the years. 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 drinks² and juices. With pressure mounting from all sides, Parle Agro was forced to rethink its strategy. To revive the sagging appeal of the brand, it decided on a major relaunch strategy, which focussed on changing its positioning.

The relaunch of 'Frooti' aimed at positioning 'Frooti' as a fun, trendy and modern drink targeted at the youth segment, a marked change from its initial positioning as a drink for kids. Said, BL Venkateshwar, Parle Agro vice-president: "There has been a change in the consumer psychology. Today sub-segments have been created with the 12-15 year olds calling themselves teenagers and 9-12 year olds as pre-teens.

These segments are turning into decision-makers of today with an increase in pocket money. The segment of 16-19 years olds is the new impulse category we are targeting." This segment was therefore strategically very important for Parle Agro.

Campaign Tale

The youth segment, which 'Frooti' targeted, was extremely difficult to break into partly because of the perception that 'Frooti' was a kids drink and partly because of the hold that competitors had already established over the market. By targeting the youth, 'Frooti' would be in direct competition with the Cola MNCs (Pepsi and Coca-Cola) which were immensely popular, not to mention other tetrapak fruit drinks and all the other beverages targeted at the youth.

The relaunch strategy for 'Frooti' therefore focussed on the one hand on breaking the image which the youth associated 'Frooti' with and on the other on convincing the youth that it was a better alternative than the colas. Said, Prakash Chauhan, MD, Parle, "For some reason, a soft drink in tetrapak is perceived as one meant for children. The relaunch is about stressing on the teenage segment and making our product fun, trendy and modern, just like today's teenager, who is an out-and-out nonconformist."

Next >>

2] There was competing brands like 'Tropicana,' 'Onjus,' etc.