1985 … Launches FROOTI, India’s first fruit drink brand in tetrapak format…
2000 …• FROOTI changed its positioning to target young adults who would otherwise go for bottled cola drinks.
2002 …• To cater to different occasions and family size.• FROOTI launched first ever PET bottled fruit drink in India, in 250 ml, 500 ml, 1 litre pack.
2004 …• Making inroads into the lower income group, FROOTI launched a triangular Tetra Classic Aseptic priced at 2.50.• The format helped FROOTI to expand reach in rural area.
2011 …• Implementing a long-term strategies.• FROOTI revamped its positioning to target young-at-heart which essentially included all kids, young and adults.• The look was also tweaked.
Demographic MarketKids – Fond of fruit juiceTeens – More experimentalYouth – Experimental & more buying powerWorking People
Geographic Market• Main Markets Airports Railways Local Markets• Recreational Movie theatres Malls, etc.
• Kids and youth mostly prefers this product for Refreshment.• This product is non techno savvy.• Product having huge buyers.
Competitors Of Frooti• Coca Cola India (Pulpy orange / Maaza)• Pepsi Co. (Tropicana)• Dabar (Real)• Mother Dairy (Safal)
Reasons of Decrease in SalesIn 2006 sales of frooti were decreased because of these reasons.• Loosing market appeal• Sales were dropped• Increase in Competition• Threat from soft drink marketers• Same segment Competition,• Tetra pack fruit drinks & juices
Brand Positioning• Catchy & creative promotional campaign Which is capable of differentiate the product• Multi media advertising• A) TVCs,• B) Out door media campaign• C) off line promotions• D) online promotion campaign
Change in Packaging• Splashy graphics• Signature green @ orange colour• Flip top packaging• Change in tag line (mango frooti fresh n juicy and why grow up)• Cost of advertising =Rs.30 million