This document presents a case study on the promotional campaign for the fruit drink Frooti by Parle Agro in India. Frooti's sales were declining due to increased competition. Parle Agro launched a campaign featuring an enigmatic celebrity brand ambassador named "Digen Verma" to reposition Frooti towards youth. The low-cost campaign generated intrigue and buzz around Digen Verma. It succeeded in changing Frooti's image from a children's drink to one for teens. As a result, Frooti's sales increased by 30% and it regained its top-of-mind awareness among customers. Future strategies discussed include maintaining consistency, adding flavors, and potentially partnering with a celebrity

1. Case Presentation on
Ye “Digen Verma” Kaun hai?
A study on “Product & Brand Management”
Batch no: 3
Presented by:
Ms. Priyanka Barik
Mr. Dipak Kumar
Mohapatra
Mr. Naresh
Mr. Rahul

2. Product Description:
Parent brand : Parle Agro
Country of Origin : India
Launched in : 1984
Product type : Soft Drink
Category : Fruit drink
Flavor : Mango
Package : Tetra-pack, Pet Bottle
India’s first local & most trusted fruit beverage.
Most delightful “Aamsutra”.

3. Background of the Case (Causes for Digen’s Campaign):
After its launch in 1984, Frooti captured a majority market share of 300 crore worth Tetra
pack fruit drink market by 2000. In the meanwhile it faced these difficulties.
Drop in sales.
Lost the customer’s Top- of- Mind.
Increase in Competition within its own Tetra Pack Drinks Segment
Threat faced from Soft drink Marketers.
These made Parle Agro to rethink on its strategy and reposition its product Segment

4. Challenges in the Campaign (Problem in the case):
Challenges in
Repositioning
campaign
Perceptual image
as Kid’s drink
Sustain the
direct
competition with
carbonated Soft
drink MNCs.
Promotion &
Reposition
Should be cost
effective.
Convince the
targeted youth
segment as fun &
trendy drink.
Keep the
Kids age
segment

5. Campaign’s Inception
• Parle Agro needed a catchy, cost- effective and creative promotional campaign.
• Its advertising agency’s creative team thought it had to be appealed by college goings.
• The Promotional activity was handed to “Everest Integrated Communications”.
• The promotional campaign needed celebrity endorsement to grab the attention of
teenagers.

6. Segmentation designed for the Campaign
Geographic
• Tier 1, Tier 2
cities
• Towns
Demographic
• Pre-teens (9-12)
• Teen agers(12-15)
• Above teenager(16-
19)
Psychographic
• Youth who prefer
Fruit Juices
instead of
carbonated Soft
Drinks

7. Marketing Mix for the Campaign
Product:
• Mango flavored Fruit Juice.
• Non Carbonated Soft Drink.
Price:
• 65ml – targeting low income levels
• 250ml – handy bottle – targeting teens as serve
• Pet 250ml – economical & used in canteens, office and colleges
• Frooti family size 1liter pet – easy to store in fridge

8. Marketing Mix (Contd.)
Promotion:
Targeted segment is Youth.
Digen Verma- A character part in the mind game played by Parle Agro on the Youth.

9. Digen Verma, an Enigma
• General Celebrity endorsement needs lots of money.
• To make the campaign cost effective, EIC made it creative.
• “Digen Verma” was the son of the creative brains of EIC.
• He was faceless(enigma), youngster by nature.
• Digen Verma could promote FROOTI effectively when he had become a celebrity.
Marketing Mix (Contd.)

10. Digen Verma- Mystery to Mr. Youngster (Evolution of Digen as a brand)
Stage 1:
Teaser Campaign built around the Brand Ambassador “Digen Verma”. Teasers include,
Marketing Mix (Contd.)

11. Marketing Mix (Contd.)
Place:
Frooti is a convenience product with widespread distribution.
The importance of place was where Mr. Digen would get promoted.
During campaign, he was at Teenage joints such as,
Canteen
Restaurants
Buses
Movie theaters
Local trains
Positioning:
Frooti was a Kid drink positioned product before the campaign.
The aim of this campaign was to make it as a substitute for carbonated MNC soft drinks for Youth.
The problem was, “Any college student consider drinking frooti as image loss.

12. Marketing Mix (Contd.)
Stage 2:
• Revealing that “Digen Verma” as the Brand Ambassador for Frooti when
he, a faceless man had become a Talking point all around the country.
• Came out with different Tagline, “Just Like That”.

13. Marketing Mix (Contd.)
Stage 3:
Multi media advertising
TVCS
Out door campaigns
Offline promotions
Online promotion campaigns

14. Marketing Mix (Contd.)
Packaging:
Green pack to Yellow Pack
New splash graphics
Flip top packaging
Tagline was changed to Frooti- “just like that”, “Juice Up your Life”, “Fresh & Juicy”
“Fresh & Juicy” is the most liked Tagline with an attractive Jingle.

16. • Sales up by 30%.
• Evoked interest in youth.
• Created a huge Brand awareness & captured the “Top of Mind” of the customers.
• Created a new segment of Marketing.
• Sustained in the old Kids segment too.
• The campaign would be remembered as Sheer creativity & Public interest it generated.
Achievement Of Digen Verma (Results of the Campaign)

17. • Make strategies to maintain Consistent image.
• Continue these creative campaigns to maintain the customer’s “Top of Mind” recall.
• Enhanced taste & flavor increase customer’s liking & satisfaction.
• Add different flavors.
• In the world filled with competitors like Maaza, Slice & other carbonated soft drink
beverages, it should have a celebrity to endorse the brand.
Future Strategies

18. Digen’s Next
Frooti later came up with several creative campaigns
Sip like nobody is watching you.
Why grow up?
The brand was then endorsed by
celebrities like
Shahrukh Khan
Siddharth

19. Conclusion
• To sustain in competition brands required to rethink the strategy.
• A creative idea alone can’t make the product get promoted successfully. It needs the help of
perfect execution & planning.
• Parle Agro made it possible with an enigmatic celebrity cost effectively.
• To create new perception on the old product, packaging & Taglines were changed.
• Created new segment also created new set of competitors. The future strategies should be
made accordingly to sustain in the market.

20. Thank
You &….... Digen