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Parle Products was founded in 1929 in British India.
It was owned by the Chauhan family of Vile Parle, Mumbai.
The Parle brand became well-known in India following the success of products such as the Parle-G biscuits and theThums Up soft drink.
The original Parle company was split into three separate companies, owned by the different factions of the original Chauhan family
Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack)
Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy)
Parle Bisleri, led by Ramesh Chauhan
Parle Agro commenced operations in 1984. It started with beverages, and later diversified into bottled water (1993), plastic packaging (1996) and confectionary (2007). Frooti, the first product rolled out of Parle Agro in 1985, became the largest selling mango drink in India.
Launched in 1985, Frooti was India's only beverage sold in a TetraPak
packaging at the time.
It went on to became the largest selling Mango drink in the country.
Initially the drink was positioned as a kids drink.
The product was perceived as a healthy fruit drink by the mothers .
So within a short span of time ,the brand was an alternative to the “unhealthy” colas.
The tetrapak had other benefits also .
Fruit juice is a perishable product and tetrapak have extended the shelf life of Frooti because tetrapaks have 2 layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life.
By the success of Frooti, there was a lot of new launches in the market. Players like Godrej with Jumpin, kissan etc tried their luck in this market but failed to dislodge Frooti.
Loosing market appeals
Sales are dropped
Increase in competition
Threat from soft drink marketer
Same segment competition
Reasons for relaunching
Frooti was positioned as a mango drink that is “Fresh-n-juicy”
For over a 7 years, the company promoted the product using that famous baseline.
The product have tried to create excitement in the market through a series of new variants and packing.
But in late ninetees the brand was facing stagnated sales.
The company tried to excite the market with an orange and pineapple variant but both the variant bombed.
The came the experiment with packaging .
The YO! Frooti variant came with a slim paper can aimed at the college going youth.
Worried by the stagnating sales, Parle tried to reposition the brand to appeal to youth aged between 16-21.
The positioning changed to be more fun based.
The package also changed.
The old green color of the bottle changed to more bright mango color with lot of graphics added to it.
Price should be affordable & comparable with competitors. Margin should be provided
They started campaign called famous “ Digen Verma “ campaign and it lasted for 15 days started in February 2001.
The campaign was about a faceless person Digen Verma.
There were posters and outdoors all across the markets that had messages like “ Who is Digen verma” “ Digen Verma was here” etc.
This created lot of excitement in the market and “Digen Verma “became the most talked about faceless name at that time.
TVs , broachers, hoardings ,canteen etc.,
But the campaign was not followed up and the hype was not translated to long term brand building
Competitors & industry
Competition from organized & unorganized sector.
Direct & Indirect competition.
In case of frooti
Direct- Coke, Pepsi, mazza( after relaunch)
Indirect- Fruit juices, Sugarcane juice.
Frooti has come out with a new campaign.
The brand had gone in for a complete makeover.
The packaging and the positioning has changed.
Infact Frooti for the past few years has been trying to catch hold of a consistent theme. It had earlier moved away from the " Fresh'N'Juicy " positioning .
From there onwards, the brand was on a sticky wicket and was not quite settling on a positioning.
It had the Bindaas positioning and later " Frooti- another name for Mango " theme. But the brand was not quite stable on those platforms.
The new Frooti has a new modern packaging. Last year , the brand tried to pitch itself as an alternative to mango. Now the brand is trying to be more radical and a little mad.
The new campaign is based on a simple consumer observation.
Most of us which drink Frooti Tetra pack will try to chase the last drop of Frooti.
This habit has been continuing for generations..
Knowingly or unknowingly we make funny sounds using the straw when indulging with Frooti.
And we all had the habit of breaking those packs for that sound.
The agency had tried to capture all these in the new communication.
The brand also has adopted a new baseline " Why Grow Up".
Even in the new avatar, the brand is retaining the old famous tagline " Fresh N Juicy " which is good since Frooti has a very strong association with that tagline. Another interesting move by the brand is the creation of Mango-emoticons .
The brand using emoticons can further strengthen the association of Mango and Frooti.
Using an artificial character than a celebrity.
conclusion By using all these strategies parle agro positioned them as market leader in tetra pack fruit drinks