Frooti - Digen Verma Campaign
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The Digen Verma campaign was launched in 2001 by Everest Integrated Communications to reposition Frooti as a youth drink and increase its declining sales. It featured a mysterious fictional character named Digen Verma in teaser ads to generate curiosity. A new "Just Like That" tagline positioned Frooti as a fun, bindass drink for youth. The campaign was highly successful, increasing Frooti's sales by 30% and market share to 80%. It helped Frooti reconnect with youth and remain India's top-selling mango fruit drink.
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This document provides a summary of Hindustan Pumps' Google AdWords campaign run by students from April 18th to May 3rd. The campaign included search and display ads across multiple campaigns and ad groups with over 475 keywords. Key performance metrics like impressions, clicks, CTR, CPC and position are provided. The campaign achieved the objectives of awareness and traffic. Future opportunities for Hindustan Pumps to strengthen their online presence are highlighted.
Mango Frooti V/S Slice Aamasutra [Report]
One Day later after Frooti launched it's campaign Slice Aamasutra launched their campaign with Katrina Kiaf #Pheeka pad jayega
COMPITITIVE ANALYSIS OF FROOTI & IT’S COMPITITORS
This document provides an overview of a minor project report on the competitive analysis of Frooti and its competitors submitted in partial fulfillment of a Bachelor of Business Administration degree. The objectives of the project are to study Frooti's market share, response to new packaging, marketing mix, and consumer tastes and preferences to provide recommendations. The document includes declarations, acknowledgements, tables of contents, and outlines the scope, research methodology, conceptual framework, and bibliography to be included.
Brand ppt
Frooti is a fruit drink brand launched in India in 1985 as the country's first fruit drink in a tetra pack format. In 2000, Frooti changed its positioning to target young adults. It later launched a PET bottled version in 2002 and a cheaper triangular tetra pack in 2004 to expand its rural reach. In 2011, Frooti revamped its positioning to target all kids, youth and adults. It faces competition from brands like Maaza, Tropicana, Real and Safal. Reasons for a sales decrease in 2006 included losing market appeal and increased competition.
11 Steps to Analyze Data for Campaign Performance
To succeed in today's rapidly evolving marketing landscape, you need to understand how to collect, analyze, and leverage the massive and varied amount of data available. A system of data analysis, usable by data novices and ninjas alike, can unlock your campaigns’ performance potential.
Hear from StrongView’s Senior Strategist, Catherine Magoffin, as she lays out a step-by-step, soup to nuts process for data analysis, focused on digital marketing performance.
Key Topics
* Why it is so important to begin utilizing your customer data, today
* 11 Steps for harnessing your customer data into action
* Real life examples of success from Cooking.com and Redfin
Post campaign report-update
The document provides a post-campaign report for a Google AdWords campaign run by GOMC students for PureFit protein bars. It includes sections on industry context, evolution of campaign strategy, key results including high click-through rates for nutrition-focused ads, and recommendations. The group learned about effectively optimizing AdWords campaigns, communicating with advertisers and clients, and that customers searching gluten/soy-free terms engaged well with PureFit's products. Challenges included limited availability and diverse skills, which were addressed through delegation and frequent emails.
comparisons of different types of campaigns.
The document compares different types of campaigns, their target audiences, techniques used, and effectiveness. It discusses commercial campaigns aimed at broad audiences using TV, posters and broadcasts. Charity campaigns also target broad audiences but are very effective in raising money and awareness through posters, ads, and television events. Pressure groups may focus on specific audiences like government officials and use techniques like protests to get their points across effectively. Political campaigns have varying target audiences but use meetings, surveys, voting and media to engage constituencies and promote their goals.
Adidas campaign analysis
The campaign was launched to help Adidas gain market share in the US and reenergize its brand by positioning itself as the most inspirational sports brand. It featured stories from 22 athletes sharing their struggles and successes to inspire viewers. The $50 million multi-channel campaign was successful in communicating its message that nothing is impossible and helped boost Adidas' brand perception.
Market segmentation & competitive analysis of banking products
Axis Bank provides various banking products and services to individuals and businesses. It offers savings accounts, current accounts, loans, credit cards, investments and insurance. The bank uses demographic and psychographic variables like location, occupation, lifestyle and income to segment its customers. The document compares Axis Bank's savings and current account features to other banks like HDFC, ICICI and Yes Bank. It finds that Axis Bank charges higher non-maintenance fees but provides more free transactions. Customer research showed that savings accounts are most popular but fees and service issues cause dissatisfaction. The document recommends Axis Bank reduce fees, improve services and launch new products to better compete.
Presentation on Fruit juice ( beverage ) industry.
The fruit juice market in India has grown at a CAGR of 20% since 2005 and was valued at INR18,949.2m in 2012. Major players like Dabur, Pepsi, and Coca-Cola are investing heavily in the market through new product launches and flavors. The market is segmented between real fruit juices and synthetic drinks, and also based on nutrition content, thirst-quenching, and consumption situations. Brands employ different strategies like product line extensions and targeting various consumer segments. Porter's five forces analysis indicates competitive rivalry between established brands, threat of substitutes, and bargaining power of suppliers and customers in the growing but competitive fruit juice industry in India.
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The document discusses different types of advertising categorized by target audience and purpose. There are two main categories: trade advertising, which targets businesses and aims to promote products to distributors and retailers; and consumer advertising, which targets end customers through various approaches like generic, product, brand, and retail advertising. The document provides examples to illustrate each advertising type.
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MindShift Metrics: The New Frooti Logo - Rejected!
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Market segmentation & competitive analysis of banking products
Market segmentation & competitive analysis of banking products
Presentation on Fruit juice ( beverage ) industry.
Presentation on Fruit juice ( beverage ) industry.
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Feel goodonthego
Feel Good Drinks is a drinks company that uses natural ingredients and no added sugar. They want to increase brand awareness and make people feel good. Their campaign will involve drink sampling stalls in shopping centers across the UK. Customers can take a selfie while drinking a Feel Good product and posting it with #FeelGoodOnTheGo for a chance to win a feel good experience prize. Evaluating effectiveness will include comparing sales before and after, and checking if website traffic increases.
med2020, feel good drinks
Feel Good Drinks is a drinks company that uses natural ingredients and no added sugar. They want to increase brand awareness and make people feel good. Their campaign will involve drink sampling stalls in shopping centers across the UK in February. Customers can take a selfie while enjoying a drink and upload it with #FeelGoodOnTheGo to enter a prize draw for feel good experiences. Evaluating sales before and after will measure the campaign's effectiveness.
med2020, feel good drinks
Feel Good Drinks is a drinks company that uses natural ingredients and no added sugar. They want to increase brand awareness and make people feel good. Their campaign will involve drink sampling stalls in shopping centers across the UK. People can take a selfie while drinking a Feel Good drink and posting it with #FeelGoodOnTheGo for a chance to win a feel good experience prize. Evaluating sales before and after will measure the campaign's effectiveness.
med2020, feel good drinks
Feel Good Drinks is a drinks company based in East London that produces still and sparkling fruit drinks with no added sugar. To increase brand awareness and reach their target market of 16-34 year olds, Feel Good Drinks plans a campaign involving pop-up stalls across shopping centers in the UK offering free samples. Customers will be encouraged to take a "selfie" feeling good with the drink using #FeelGoodOnTheGo for a chance to win prizes like a spa trip. The effectiveness will be measured by comparing sales before and after, and increased website traffic.
Pespsi
Pepsi has segmented its target market based on behaviors, cognitions, and demographics. It targets young people aged 14-30 and offers products like Pepsi, Mountain Dew, 7Up, and Mirinda. Pepsi uses various promotional tools like celebrity endorsements, sponsorships, schemes, and discounts. It has engaged in both ethical promotions as well as unethical promotions that degrade competitors in the past. Coke and Pepsi now agree not to criticize each other in advertisements.
Sprite
Sprite originated in Germany in the 1960s and is now one of the top-selling lemon-lime soft drinks worldwide. It is known for its crisp, clean taste and quenching thirst. While Sprite has strong brand equity and associations with youth culture through campaigns like "Sprite Nights", research found some campaigns were confusing and less memorable than 7Up's iconic Fido Dido mascot. Recommendations include differentiating packaging from 7Up, introducing a unique mascot, and pursuing co-branding opportunities to strengthen Sprite's brand identity.
P&G
P&G is an American consumer goods company founded in 1837 by William Procter and James Gamble. It is headquartered in Cincinnati, Ohio. The document discusses P&G's objectives to focus on product development, marketing strategies, and innovation. It outlines P&G's commitment to consumers through advertising, endorsements, sponsorship, and digital/social media marketing. P&G strives to improve customers' lives through continuous innovation and new product acquisition or joint ventures.
Humor in Advertising "Got milk?" campaign
This document summarizes a case study on the successful "Got Milk?" advertising campaign launched by the California Milk Processor Board in 1993. The campaign was created to address falling milk sales and make milk more appealing to consumers. It used humor and memorable slogans/images to remind people of the disappointment of not having milk. The campaign was highly successful, increasing milk sales in California by 7% in the first year. It gained widespread recognition and awards over its 15-year run. The "Got Milk?" tagline became one of the most famous commodity brand slogans in the US.
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Marketing
Pepsi was originally created in 1893 and has since expanded into a broader range of food and beverage brands. It aims to create more smiles with every sip and bite. Pepsi's main competitors are Coca-Cola and Dabur Real Juice. While Pepsi has a strong brand image, it relies heavily on carbonated drinks and has a weaker portfolio of healthy drinks compared to competitors. Pepsi targets teenagers and young adults and positions itself as a refreshingly tasty soft drink. It promotes heavily through celebrity endorsements and uses sales promotions, public relations, and placement in retailers and online merchants to distribute its products.
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PepsiCo's mission is to be the world's premier consumer products company focused on convenient foods and beverages. It was founded in 1893 and has since grown significantly, introducing many popular brands over the decades. A survey of 250 retailers in Jaipur, India found that Pepsi products are widely used and generally satisfying to customers. Pepsi remains the top-selling cold drink brand, with 650ml bottles having the highest demand. The company has strong brand recognition but opportunities exist to expand rural distribution and improve supply chain management in some areas.
Pepsico a global brand
PepsiCo is a global food and beverage company established in 1898. It operates in over 200 countries and has 22 billion-dollar brands such as Pepsi, Lay's, and Gatorade. PepsiCo focuses on beverages and snacks, and has acquired companies like Tropicana and Quaker Oats to expand its product portfolio. It competes primarily with Coca-Cola in beverages and Kraft in snacks. PepsiCo employs around 300,000 people worldwide and generates over $66 billion in annual revenue.
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Advertising Bai 5
The document provides an overview of the Bai 5 marketing campaign developed by the agency HiDefinition. Bai 5 is a low-calorie, antioxidant-rich drink made from coffee fruit. HiDefinition's campaign strategy is to position Bai 5 as a guilt-free indulgence that supports an active, healthy lifestyle. The campaign's big idea is "Indulge Your Health". The creative strategy depicts women engaging in healthy activities to show how Bai 5 fits into their lifestyle. The ads promote Bai 5's health benefits and natural ingredients using green colors and the tagline "Indulge Your Health".
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Got milk
The "Got Milk?" campaign ran successfully for over 15 years which is quite long for an advertising campaign. Some ways they could keep it fresh include:
- Update the visuals and celebrities featured to stay current
- Expand the messages to highlight new health benefits or product innovations
- Leverage new marketing channels like digital/social media
- Run the campaign intermittently instead of continuously so it remains novel
- Conduct research to understand how consumer perceptions may be evolving
Other campaigns that ran effectively for a long time include:
- Nike's "Just Do It" launched in 1988 and is still used today.
- Wendy's "Where's the beef?" from 1984.
- Geico's "15 minutes
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PepsiCo is a multinational beverage and snack company headquartered in New York. It produces Pepsi soft drinks and Frito-Lay snacks. The document discusses PepsiCo's history, brands, revenues, locations, CEO, and target demographics. It also analyzes Pepsi's marketing strategies through advertising campaigns and celebrity endorsements aimed at younger consumers. Porter's Five Forces model is applied to examine competitive pressures in PepsiCo's industry.
Digital marketing
The document discusses the beverage industry and various soft drink brands' digital marketing strategies. It provides information on revenue and consumption of the soft drinks segment in India. It also contains data on social media followers, posts, and videos of brands like Coca-Cola, Pepsi, Sprite, Mountain Dew, and Thums Up. Finally, it summarizes some of the major digital campaigns run by these brands, with Coca-Cola cited as the best digital marketer due to its partnerships, social media presence, engagement, and campaigns.
Procter and gambler
P&G is an American consumer goods company founded in 1837. It holds one of the most powerful brand portfolios. The document discusses P&G's marketing capabilities including its focus on research and innovation through its analytical lab established in 1887. It takes a scientific and consumer-centric approach to marketing and connects with consumers through various strategies like digital marketing, social media, sponsorship, and celebrity endorsements. P&G aims to reach more consumers globally through continued innovation.
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Frooti - Digen Verma Campaign
- 1. Frooti – The Digen Verma Campaign “Just Like That” Presented by Benjamin Zhimomi.
- 2. Introduction to the campaign “Digen Verma campaign was a promotion campaign Designed and executed by Everest Integrated Communications (Everest) in the year 2001. Its purpose was to Reposition Frooti as a youth drink. It helped increase the sales by 30% and capture a huge market share of 80%.”
- 3. Product Launched in: 1984. Category: Fruit Juice. Flavour: Mango. Package: Tetra Pak. Main Competitors: - Coca Cola - Maaza - Pepsi – Slice
- 4. Frooti before the Campaign • Sales was dropping. • Loosing appeal. • Recall rating was decreasing. • Competition was increasing.
- 5. The Campaign • Reposition Frooti as a Youth Drink. • Increase the recall rating. • Create a Brand Name as Fun and cool Drink For Youths. • Increase the Sales.
- 6. Image as Keep the Kids Drink Kids Age Segment Problems Faced In Repositioning Competitors Acceptance Like Coca cola by youths and Pepsi
- 7. Objectives of the Campaign • Create High Selection Retention commercial of Frooti. - Frooti should be the First name to come in mind when they think of a fruit drink. • Create High Customer Personality Involvement with Frooti. - The youths should think of Frooti as youth drink. - Think of Frooti as a Fun and Cool Drink.
- 8. Behavior of Target Segment (Behavior of youths aged 16 – 19) • Curiosity. • They want to act Bindass. • They like to act different. • They like to act like people they think are cool. (Salman Khans hairstyle in Tere Naam, Amir Khans hairstyle in Ghajini)
- 9. Activities of the Campaign • Digen Verma. • New tag line to “Just Like That” • New Packaging and Introduction of PET. • Powerful Promotions: - Teaser Ads. - TV Commercial.
- 10. A TV Digen Verma Commercial
- 11. Who was Digen Verma “ Digen Verma was a fictional personality. He was a mystery. He existed only in the minds of the people. He was created to make the people curious and get their attention” Why Digen? Why Verma?
- 12. Means of Promotio • Teaser Ad: - Bus. ?? • “Digen was here” - Canteen. - Cafeteria. - Mall. - Car etc. • Video Commercial: - TV. • “Digen, your cars - Cinema. !! being Towed”
- 13. “Just Like Tha • “Bindass” Tag Line. • More Youth like tag than “Fresh and juicy”. • Flip and Drink.
- 14. Packaging • Flashy graphics. • Signature green and yellow colour. • Flip and Drink packaging. • First PET bottles in different quantities to suit different needs.
- 15. Effect on Peopl Make Remind Set In Connect Generate People them their with Interest Curious again Minds Frooti
- 16. Product POP and PO POP POD Tetra Price Pack Fruit Filp and Juice Drink
- 17. Outcome • Increased Mass Appeal. • Made a huge presence in the market by capturing 80% of the market. • Shifted to a new segment. • Retained the old Kids segment too.
- 18. The Situation after DV campaign Sales in % 6 6 8 Pepsi-Slice Coke-Maaza Parle-Frooti Unorganised 80
- 19. Recommendation • Frooti should continue coming up with creative ideas like this have a consistent Image. • Product quality should be consistently checked and enhanced to improve customer satisfaction. • New product variant like Strawberry, Pineapple etc should be introduced.