Frooti, a 27-year-old mango beverage brand, has recruited Bollywood superstar Shahrukh Khan to be its celebrity brand ambassador in an effort to regain market share against competitors like Maaza and Slice. Parle Agro, the makers of Frooti, invested 40% more in marketing for the current year compared to the previous year in order to crack Frooti's branding using an aggressive growth strategy. By leveraging Shahrukh Khan's popularity and using segmentation, targeting, and positioning approaches, Frooti aims to appeal to youth, children, and the 40-50 age group across India and match the effectiveness of its competitors' branding and advertisements.

1. INTERCEPT
on
I Am 27,Going On…..
By ;- Group 4(Piyush Sharma,
Rupesh Wankhede,
Monika Rane,
Suman Singh,
Shubhangi Walde,
Ishan Lihitkar)

2. What
• PRODUCT-Mango frooti…Fresh and juicy….
For the first time in the history that brand “frooti”
has taken celebrity to get the magic back.
They had invested 40%more on marketing
comparing to last year.

3. Why – the need
• In a world filled with competitors like Coca
Cola,s MAAZA, their brand ambassadors as
IMRAN KHAN with PARINEETI CHOPRA and
Pepsico,s SLICE ambassador as KATRINA KAIF
the 27 year old mango beverage wants to
crack its branding mojo to match the
competitors.
• Tetra packs fruit drinks
and juices.
Same segment comptetion.

5. Who
• Nadia Chauhan Kurup, MD and CMO, Parle
Agro wants to bring magic back of frooti..
Decided Aggressive growth plans.

6. Where – STP approach
• Segmentation-by this advertisement they had
captured the whole segment ( demographic
, geographic, psychographic, behavioural).
• Targeting- their main target customers are
youth’s , children's and as well as age group of
40 to 50…
• Positioning-again like 80s they want to gain
their position in market.

7. How they are doing.

8. Cont…
• Use of good marketing mix.
• Product- frooti…fresh and juicy…
• Price-as per their quantity.
• Place-all over the country as parle’s distribution channel is
very good and effective.
• Promotion-a new advertisement with Shahrukh Khan.
Effectiveness of advertisement..
Celebrity endorsement, Total awareness,
Reach to masses, Frequency of consumption.

10. Thank
Y