This is my Semester 2 Final Project on Parle Agro's Mango Frooti where I did a quick analysis of the FMCG Sector, the key contributors, Company Portfolio, Products produced by the Company, what is Mango Frooti, its 4P's, Sales forcasting using 3 years avg sales forecasting method, digital marketing strategies and consumer's perception over Mango soft drink.

2. NAME: SUPRATIM MITRA
UID NUMBER: 2019-0306-0001-0011
CLASS AND SECTION: B2B2
YEAR: 2019-2021
COLLEGE: PUNE INSTITUTE OF BUSINESS MANAGEMENT.

3. Table of Contents
Sector Information:.....................................................................................................................................4
Introduction: ................................................................................................................................................................................4
Impact of Covid-19 on the FMCG Sector:...............................................................................................................................6
GDP Contribution:.......................................................................................................................................................................7
Growth Pattern of the Sector:.............................................................................................................................................8
Reasons for Growth of the Sector:..........................................................................................................................................9
SWOT Analysis:..........................................................................................................................................................................10
Porter’s 5 Forces: ......................................................................................................................................................................11
Company Information:.................................................................................................................................................................12
Brief History: ..............................................................................................................................................................................12
Market Share:............................................................................................................................................................................14
Product Mix:...............................................................................................................................................................................15
COMPETITOR’S ANALYSIS: .......................................................................................................................................................17
News about Parle Agro:............................................................................................................................................................17
Marketing Strategy:......................................................................................................................................................................18
Marketing Mix:..........................................................................................................................................................................18
Product Mix:..........................................................................................................................................................................18
Price Mix: ...............................................................................................................................................................................19
Place Mix:...............................................................................................................................................................................19
Promotion Mix:.....................................................................................................................................................................21
SWOT Analysis of Frooti:.........................................................................................................................................................24
PLC Curve Analysis:...................................................................................................................................................................24
Segment Target and Positioning: ..........................................................................................................................................25
Segmentation tree:..............................................................................................................................................................25
Segmentation:.......................................................................................................................................................................26
Targeting: ...............................................................................................................................................................................26
Positioning:............................................................................................................................................................................26
Digital Marketing Campaigns:................................................................................................................................................28
YouTube Campaigns: ...........................................................................................................................................................28
Sales Forecasting: .....................................................................................................................................................................32
Factor Analysis: .........................................................................................................................................................................33
Questionnaire:......................................................................................................................................................................33
Conclusion: .....................................................................................................................................................................................42
References:.....................................................................................................................................................................................43

4. Sector Information:
Introduction:
The FMCG Sector can be divided into 4 major sub groups which are categorized as:
Highlights of the FMCG Sector:
 It is the fourth largest sector in India.
 It witnessed a growth of 13.5% in value terms between June-September 2018. Which
was aided by moderate inflation, increase in private consumption and rural income.
 The Sector has a CAGR of 27.9% and was set to reach US$ 103.7 Billion in 220.

5.  The Sector is currently having a growth rate of 5-6% for the year 2020
due to Covid-19 crisis.
 Accounting for a revenue share of around 4% rural segment is a large
contributor to the overall revenue generated by FMCG sector in India. Urban segment
accounted for a revenue share of 55% in the overall revenues recorded by FMCG sector
in India.
 Growing awareness, easier access and changing lifestyles are the key growth drivers for
the consumer market. The focus on agriculture, MSMEs, education, healthcare,
infrastructure and employment under the Union Budget 2018-19 is expected to directly
impact the FMCG sector.
 Household and Personal care accounts for 50% of FMCG sector.
 The revenue from FMCG sector reached 52.8 Billion $ in 2018 and was estimated to
become 103.7 Billion $ in 2020.
YEAR VALUE VOLUME
2018 13.5 10.5
2019 9.7 5.8

6. Impactof Covid-19on theFMCG Sector:
Due to the pandemic that has grasped the entire world also known as SARC Corona virus or
Covid-19, has resulted in a slowdown in the entire industry. The Indian economy is facing a
standstill situation with sectors such as Aviation, Tourism, etc. biting the dust. Nielsen slashed
India’s FMCG market growth rate by 5-6% from its earlier prediction which was 9-10%.
The reason behind this growth slash is because the strict lockdown has brought the economy at
a near standstill. The lockdown extensions in major manufacturing hubs and cities will likely aid
in change in consumption patterns and the reduced manufacturing will impact employment.
This shortage in income by the consumers will lead to a fall in the growth pattern.
16.5
15.7
13.50
9.70
9.00
6
2016 2017 2018 2019 2020 (ESTIMATED) 2020 (AFTER
COVID)
Growth Rate
Growth Rate

7. GDP Contribution:
 Hair care is the leading segment, accounting for 23% of the total market in terms of
revenue.
 Food products is the second leading segment of the sector accounting for 19% followed
by health supplements and oral care which has a market share of 16% and 15%
respectively.
 As of FY17, the contribution of herbal products to the overall personal care product
market in India stood at 6-7% and is estimated to grow to 10% by FY20.
 The beauty, cosmetics and grooming market in India is expected to reach US$ 20 billion
byFY2025 from US$ 6.5 billion currently.
 As increasing customers are adopting the natural way of life, demand for Ayurveda and
herbal products is expected to grow at a strong rate going forward.
FOOD AND
BEVERAGES, 19%,
19%
HEALTH CARE, 31%,
31%
HOUSEHOLD CARE,
30%, 30%
PERSONAL CARE,
20%, 20%
CONTRIBUTION OF SEGMENTS IN
FMCG SECTOR
FOOD AND BEVERAGES HEALTH CARE HOUSEHOLD CARE PERSONAL CARE

8. Growth Pattern of theSector:
The FMCG industry overview indicated that India’s demographic profile plays a major role in the
growth of this sector. Not only is India’s demographic young, but this segment is also
characterized by increased urbanization and higher expenditure. Urban development
initiatives by the government, as well as the increasing middle class of India, has led to an
increase in the number of attractive markets in the country.
43.1
49
57.4
68.4
83.3
103.7
0
20
40
60
80
100
120
0
0.2
0.4
0.6
0.8
1
1.2
2015 2016 2017 2018 2019 2020
FMCG GROWTH PATTERN
9 10.4 12.3 12.1 14.8 18.92
29.4
100
0
20
40
60
80
100
120
2009 2010 2011 2012 2013 2014 2015 2025
RURAL FMCG MARKET [US$ BILLION]

9. ReasonsforGrowthof theSector:
1. Increase in rural demand: The rural consumption for FMCG has
increased which was led by a combination of increasing income and
higher awareness levels. The rural FMCG market in India is expected to grow to us$220
billion by 2025.
2. Share of organized sector: With the share of unorganized sector market in FMCG sector
falling, the organized sector growth is expected to rise with the increased level of brand
consciousness, also augmented by the growth in modern retail.
3. Growing young population: India has a large consumer base of young population,
primarily in the country’s urban regions. India has a large base of young consumers who
form the majority of the workforce and due to time constraints, barely get time for
cooking.
4. Internet and online portals: the online portals are expected to play a key role for
companies trying to enter the hinterlands. The internet has contributed in a big way,
facilitated a cheaper and more convenient means to increase a company’s reach. It is
estimated that 40% of all FMCG consumption in India will be online by 2020. The online
FMCG market is forecasted to reach US$45 billion in 2020.
5. GST: It is estimated that India will gain US$15 billion a year by implementing the goods
and service tax (GST) and demonetization are expected to drive demand, both in the
rural and urban areas, and it will strengthen the economic development of the country
in a structured manner for long term influence on performance of the companies into
FMCG sector.

10. SWOTAnalysis:
 Low operational Cost.
 Presence of established distribution network.
 Presence of well-known brands in the FMCG
Sector
 Low scope of technological
investment.
 Low export levels.
 A separate market of counterfeit
products which is killing the actual
revenue earned
 Untapped rural market.
 Rising Income levels.
 Large domestic market. 1.3 Billion
Potential consumers.
 Export potential.
 High consumer goods spending Removal of import restrictions leading
to foreign competitors.
 Slowdown in rural demand.
 Indian economic slowdown.
 Covid-19 crisis.

11. Porter’s5 Forces:
THREAT OF NEW SUBSTITUTE
 PRESENCE OF MULTIPLE
BRANDS.
 NARROW PRODUCT
DIFFERNCIATION UNDER
MANY BRANDS.
 PRICE WAR
BUYER POWER
 LOW SWITING COST
INDUCES THE
CUSTOMERS PRODUCT
SHIFT
 INFLUENCE OF
MARKETING
STRATEGIES.
 AVAILABILITY OF SAME
OR SIMILAR
ALTERNATIVES.
THREAT OF NEW ENTRANTS
 HUGE INVESTMENTS IN
SETTING UP
DISTRIBUTION
NETWORK AND
PROMOTING BRANDS.
 SPENDING ON
ADVERTISEMENTS IS
AGGRESSIVE.
RIVARLY COMPETITION
 PRIVATE LABEL BRANDS BY
RETAILERS ARE PRICED AT A
DISCOUNT TO MAINFRAME
BRANDS LIMITS THE
COMPETITION FOR WEAK
BRANDS.
 HIGHLY FRAGMENTED
INDUSTRY AS MORE MNCS ARE
ENTERING.
BARGAINING POWER OF
SUPPLIERS
 BIG FMCG COMPANIESARE
ABLE TO DICTATE THE
PRICES THROUGH LOCAL
SOURCING FROM A
FRAGMENTED GROUP OF
KEY COMMODITY
SUPPLIERS.

12. CompanyInformation:
Brief History:
 Parle Agro started creating products since 1959.
 Have headquarters in Mumbai, harnesses more than 5000 employees, with more than
5000 channel partners, producing products for more than 1.5 million Indians.
 Has a strong presence of over 50 countries and is known for variety of products such as
Mango Frooti, Appy, Appy Fizz, Bailey, etc. and has been able to distribute it successfully
all around the world.
 Mr. Prakash Chauhan founded Parle agro in the year 1959. He was 22 years old when he
accomplished his first project right after the completion of his studies from MIT USA.
 Currently the company is headed by Nadia Chauhan daughter of Prakash Chauhan. She
is the CEO and MD of the company and believes in creating a new industry outlook and
approach through unmatched understanding of Indian customers and innovation in
each step.

14. Market
Share:
 The company is known for their huge advertisement spending for publicity measures
and launching various campaigns.
 The campaigns by the company has led to an increase in Frooti’s market share from 22%
in 2015 to 27% in 2018.
 The Appy Fizz brand by Parle Agro has joined the 1000 Crore club in 2020 having a
growth rate of 60% and increasing exposure in rural economy with the help of cheap
tetra pack.
 Frooti claims to be the bestselling brand in Haryana, UP, Delhi, Kerala.
27%
73%
market share
parle agro
others

15. Product Mix:
Frooti Launched in 1985, largest selling mango drink in India
Appy Launched in 1986,first apple nectar launched in India
Appy fizz Launched in 2005, first sparkling apple drink in India
LMN Launched in 2009, as carbonated lemon drink
Grappo fizz Launched in 2008,sparkling grape flavored drink
Dhishoom Launched in 2012, India’s first jeera masala drink
Frio Range of flavored drinks with strong fizzy punch
Café Cuba Launched in 2013, carbonated Cuban coffee(expresso)
Bailey soda Launched in 2010, packaging theme is inspired by military. Bottles are in the shape
of grenade
Frooti fizz Launched in 2017, sparkling mango juice drink
Saint juice Launched in 2008, claims to be 100% real with three flavors (orange, mixed fruit
and grape
Hippo
snacks
These are the assortments of snacks with Indian flavors. They are available in
various varieties like Aloo bhujia, namkeen mixture, masala peanuts etc.
Toffees Parle offers variety of toffies and mints like Buttercup Softies toffee and Kaccha
Aam, Mintrox, mints, Eclairs,etc.

17. COMPETITOR’S ANALYSIS:
News aboutParleAgro:
 Parle Agro supports ‘Vocal for local’ through a series of online narratives.
 The brand ambassadors Alia Bhatt, Varun Dhawan and Allu Arjun.
 Parle Agro aims to collaborate with e-commerce players across the country to increase
the contribution of beverages to their platform from the current minor share to a
healthy 15% contribution.
 Parle Agro has partnered with leading e-commerce platforms including BigBasket,
Flipkart supermarket, and swiggy which ensure national availability of their beverages.
 Nadia Chauhan, joint MD & CMO, Parle Agro, the manufacturer of Frooti, says like other
FMCG products, the mango-based beverage market has also been significantly impacted
– especially with the closure of retail outlets.
 Parle Agro to provide relief and support to over four lakh people during Covid-19 crisis
which extends access to medical, food and essential supplies to over four lakh people
who belong to the marginalized section across the country.
 Parle will be donating Three Crore packs of Parle-G biscuits through Government
Agencies.
COCA-COLA
23%
PEPSI
12%DABUR
16%
ITC
17%
PEPSICO
14%
OTHERS
6%
PARLE
12%
COMPETITORS ANALYSIS

18. Marketing Strategy:
Marketing Mix:
Product Mix:
The size variants available for Parle Agro mango Frooti are:
 2 Liter
 1.2 Liter
 600ml
 400ml
 500ml
 250ml
 200ml
 160ml
 80ml
Ingredients:
Nutrition Facts per 100ml
Calories: 65kcal.
Total Fat: 0g.
Total Carbohydrates: 16.2g.
Natural Sugar 2.3g
Added Sugar 13.5g
Protein: 0g.
Vitamin A: 120mcg.
Vitamin B: 8mg.
Ingredients:
Water, Mango Pulp (19%), Sugar, Acidity Regulator (INS 330), Permitted Class 2 Preservatives
(INS 211, INS 224, INS 202), Antioxidants (INS 300).
Contains permitted synthetic food color (INS 110) and added flavor (Mango).
Product Type: Vegetarian

19. PriceMix:
The maximum retail price of Frooti ranges between Rs. 5 to Rs. 85
PlaceMix:
Parle Agro’s export division supplies PET bottles to over 50 countries globally.

20. a) Zero level distribution channels
Direct Marketing
b) First level distribution channel
Retailers
c) Second level distribution cannel
Wholesalers, Retailers
d) Third level distribution channel
Broker, Wholesaler, Retailer
MANUFACTURER RETAILERS CONSUMERS
MANUFACTURER WHOLESALER RETAILER CONSUMER
MANUFACTURER CONSUMER

21. The company adopts first level and second level distribution channel. The depot of the
company sales its product directly to retailers, and then from retailers it goes to consumers.
This happens only places where depot of the company is located.
In small towns wholesalers are established by the company. Wholesalers get product from the
depot of the company, and they sale to retailers. From retailers it goes to consumer.
Promotion Mix:
Frooti has targeted kids section with its playful commercials that are shown via electronic, print
and social media. It introduced two characters Froo and Ti on 200ml bottle and tried to woo the
younger generation. Most of the channels in television are telecasting its promotional ads.
MANUFACTURER BROKER WHOLESALER RETAILER CONSUMER

22. Radio, newspaper, hoardings and billboards are some main advertising tools to
market this brand effectively.
Frooti has also marketed its products in schools, malls and various retail outlets
by providing free packs children. Frooti has roped in Indian Superstar Shahrukh
Khan as its brand ambassador and has made commercials featuring him along with some
children to maintain the loyalty of kids section.
These ads have increased its visibility and created a positive image in the mindset of its
consumers. Frooti has some of the best taglines like Juice up your Life and SRK Loves
Frooti, which has become a favorite on Twitter Mango Frooti Fresh and Juicy slogan helped the
brand in consolidating its position as a cool drink on the market.
As on 2019, Parle Agro, will be spending Rs. 200 Crore on marketing this year across both Frooti
and Appy Fizz brands ensuring 100% increase in Digital media spends.
The company targeted Alia Bhatt and actor Varun Dhawan to play in a series of advertisement
which will be chained as a series. This advertisement will show them fighting for a bottle of
Mango Frooti. This advertisement will be shown primarily in Sports television channels. This
campaign will also be circulated through print media, outdoor and digital platforms targeting
YouTube, Facebook and Instagram.
In the Sothern India, Parle Agro has started its marketing with the help of Allu Arjun who
promotes Frooti and has appeared in a series of campaigns. The company is banking big on the
IPL and plans to leverage ICC World Cup. They are the official beverage partner of Chennai
Super Kings.
With the help of these campaigns and advertisements Parle Agro claims that Frooti’s market
share has grown from 22% in 2015 to 27% in 2018.
#TheFrootiLife
Parle Agro launched its third #TheFrootiLife campaign for 2018 with a marketing strategy to
capitalize on hyper local market. The campaign was in par with the company’s vision to increase

23. higher growth rates and capture more market share in 2018 and upcoming
years in order to achieve the position ad a dominant player in the Fruit
Flavored still drink category.
Frooti in Tamil Nadu, in support of Chennai Super Kings, launched limited
edition CSK packs available in 160ml, 300ml PRT and 2.25 Liter SKUs.
According to Nadia Chauhan, Joint MD & CMO of Parle Agro, the promotional strategy is
focused in building regional recognition and growth in order to build Frooti’s equity and
position in the market.
The #TheFrootiLife campaign has been prepared by Sagmeister and Walsh, a well-known
advertisement company while the commercials were directed by Hornet Animations, a New
Your based company and directed by Mr. Yves Geleyen with Mr. Amit Trivedi responsible for
the music creation for the commercials.
Alia Bhatt, one of the actors in the commercial said, “I have always enjoyed the taste of Frooti
and this being my first Frooti commercial makes it even more exciting. #TheFrootiLife is a fun
filled campaign that will connect with everyone.”
Allu Arjun stated, "Frooti was the first soft drink I ever had in my childhood and never did I
imagine that one day I would be one of its ambassadors and also have my picture on its
packaging. For me, this is one of my personal milestones. I am glad to associate with Frooti and
be a part of its exciting journey.”
Regarding the campaign, Jessica Walsh, partner of Sagmeister and Walsh said,” For Parle Agro,
we have always strived to remain inventive and creative with our approach. With the new
campaign, we aim to build on #TheFrootiLife while elaborating on the difference between a
normal, mundane life and how fun things should be done in The Frooti Life.”

24. SWOTAnalysisof Frooti:
PLC Curve Analysis:
1. INTRODUCTION STAGE: Frooti was launched in 1985. Initially the drink was positioned
as a kids drink. Being a fruit drink Frooti was considered to be healthy so within short
span of time the brand was an alternative to the unhealthy colas. Tetra packs extended
its shelf life which was the biggest advantage..
2. GROWTH STAGE: Frooti was positioned as a mango drink that is “fresh n juicy”, for over
7 years the company promoted the product using the famous tagline. The product
created excitement in the market through a series of new variants and packaging. Lured
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 but failed to dislodge Frooti. It has been
two decades but still it holds the dominant position in the market. Frooti instantly
caught the fancy of Indian consumer with its tetra pack and some smart campaigns.
Initially the drink was positioned as a kids drink.
3. MATURITY STAGE: in the late 90’s it reached its maturity stage, the brand was facing
stagnation in sales. The company tried to excite the market with an orange and
pineapple variant but both failed, so then came the experiment with packaging. The YO!
Strengths Weaknesses
Opportunities Threats
 Unique USP (On the Go Drink).
 Strong and intelligent
packaging,the firstcompany
to bringtetra packs.
 Has a strong Brand Backup.
 Generated Goodwill over the
years.
 Growing health concerns
leadingpeople to convert to
fruitjuicedrinkers.
 People have started becoming
concerned about hygiene and
go for bottled products.
 Low pricingcan aid in
capitalization of rural sector.
 Shift of people towards
organic softdrinks.
 RisingCompetition.
 Competitor products claiming
more organic.
 People getting body
conscious.
 Covid-19 has led to a decrease
in disposableincome.
 Product availability in only
mango flavor.
 Negative media publicity.
 Frooti Fizz failed to gain
market.

25. Frooti variant came with a slimpaper can aimed at the college youth.
Worried by the stagnant sales, Parle tried to reposition the brand to
appear to the youth aged between 16-21 years old.
4. DECLINE STAGE: Frooti still hasn’t reached its decline stage, although Frooti enjoys a
commanding market share i.e. 75-85%, it is still facing stagnation. Frooti may have to
reposition itself again to appeal to cola drinkers.
SegmentTarget and Positioning:
Segmentation tree:
Frooti
User
Low
Frequency
Old people
High
Frequency
Adults
Kids &
Teenagers
Young
Adults
Non-User

26. Segmentation:
Basis Kids & Teenagers Young Adults Adults Old People
Geography Pan India Pan India Pan India Pan India
Age 4 to 18 18 to 25 25 to 40 Greater than 60
Occupation Students College students
and Working
professionals
Working
professionals,
Adventurist,
Travelers
Retired
Behavior Hedonistic Hedonistic Hedonistic Hedonistic
Spending Capacity 5 to 50 10-85 10-85 10-85
Targeting:
Age Group: 4 to 40.
Nature: Hedonist.
Looking For affordability
Therefor the company targets groups:
1. Kids & Teenagers
2. Young Adults.
3. Adults.
Positioning:
Affordable
Easily Available Youthful and energetic
Point Of
Difference

27. Positioning Ladder:
Brand Essence
Emotional
Benefits
Physical Benefits
Fun and Trendy
Fresh and rich
in Nutrients
Mango drink for
everyone
Positioning Statement: Mango Frooti Fresh and Juicy

28. Digital Marketing Campaigns:
YouTube Campaigns:
Shades of Green and Yellow:
Frooti in their latest advertisement has targeted the growing BTS fan base and with the help of
social influencer Ashima Gandhi @straystylecat explaining how every people have a color to
their personality and everyone either shares yellow or green color however the shades of every
color for every person is different.
Frooti Gulliver:
This advertisement is a sequel of the fight between Alia Bhatt and Varun Dhawan over Frooti
where they become Giants and their puppets becomes the tiny people.

29. CSK Advertisement:
This advertisement was formed to promote the product during IPL basically
focusing over the regional promotion of Southern India where consuming a
frooti may give the person a chance on having a meet up with Chennai Super
Kings cricketers including Mahendra Singh Dhoni.
Other Campaigns:

30. Facebook Ad Campaigns:
Here are some of the Facebook advertisement banners and posters:

31. Instagram Posters:

32. SalesForecasting:
Sales of 2016 to 2018
Sales Forecast: 3 years moving average method
1392.98
1549.5
1743.46
0
500
1000
1500
2000
2500
2016 2017 2018
SALES Linear (SALES)
Year Sales Growth rate
1016 1392.98 12%
2017 1549.5 11%
2018 1743.5 13%
2019(estimated) 1951.2 12%
2020 (estimated) 1748.1 -10%

33. Factor Analysis:
The Factors have been analyzed with the help of Google Survey sheet and SPSS
Tests Done:
 Chi Square.
 Factor Analysis.
Questionnaire:
Name:
Age Group:
20-25
26-30
31-35
>35
Occupation:
Student
Company Employee
Entrepreneur
Doctor
Lawyer
Other
Do you have any Health issues which restricts you from consumption of soft drinks?
Yes
No
What is your Average monthly consumption of soft drinks?
None
1 to 3
4 to 6
7 and more
Favorite mango soft drinks brands: (Multiple choice)
Parle Frooti
Maaza
Slice
Paper Boat
Dabur Real
Tropicana
Others
How much are you willing to spend on soft drinks?

34. Rs. 50-100
Rs. 100-150
Rs. 150 to 200
Rs. Above 200
How did you get to know about Mango Frooti?
Television Adv.
Online Adv.
Word of Mouth.
Display on Retail Stores.
Did you ever consume Frooti?
Yes
No
If yes please provide your rating of the product
1 (very unpleased)
2
3
4
5 (Very pleased)
Please rate the following from a scale of 1 to 5. 1 being strongly disagree and 5 being strongly
agree (Likert Scale)
Price
Quality
Quantity
Sugar Content
Ingredients
Cashbacks and offers
Extra quantity offerings
Total Response Received: 57 responses

39. 0
5
10
15
20
25
30
35
20-25 26-30 31-35 Below 18
100 to 150
150 to 200
50 to 100
Above 200
Conclusion: Most of the young adults are willing to pay from 50 to 150 range thus while targeting young
adults, the pricing should be of economic nature
Relationship between age and willingness to spend towards fruit soft drinks

40. 0
5
10
15
20
25
20-25 26-30 31-35 Below 18
Display on retail stores
Online Advertisement
Online Advertisement, Word of mouth
Television Advertisement
Television Advertisement, Display on retail
stores
Television Advertisement, Online
Advertisement
Relationship between Age group and how they got awareness of the product
Conclusion: Frooti has an effective television advertisement and strong distribution team
0
2
4
6
8
10
12
14
16
18
20
20-25 20-25 26-30 31-35 Below 18
No Yes
1
2
3
4
5
(blank)
Relationship between age group and product rating
Conclusion: It seems that most of the people rated frooti within pleased to very pleased range

41. 0
5
10
15
20
25
1 to 3 4 to 6 7 or Greater than 7 None
100 to 150
150 to 200
50 to 100
Above 200
Relationship between monthly consumption and willingness to pay for fruit soft drinks
Conclusion: It seems that most of the young adults would likely pay within 50 to 150 range

42. Conclusion:
From the initial analysis of the product by Parle Agro it seems that the sub-
sector is going to suffer an initial hit due to the Covid-19 outbreak however a good chance of
faster recovery has. The FMCG sector is having rising even though the current growth rate can
be slashed down to 5-6%, in the near future, the sector is going to recover post covid-19
containment.
Parle Agro’s Mango Frooti has gained mass popularity after its initial launch in the 1980’s and
had been the pioneer for bringing tetra packs in the market which makes the company able to
sell their products at a low price and target the rural areas as well as price conscious citizen.
The tetra packs ensured the preservation of the product quality while enabling it for better
distribution.
Frooti had reached its maturity stage but was able to extend its maturity with the help of
innovative commercial advertisement and sponsorship activities, even though it holds the
second position in its sub sector, they are currently in a decline stage and thus new marketing
strategies needs to be brought in order to stop it’s fall.
Creating a perception of “funky and cool” over the commercial viewer’s mind has acted as a
positive catalyst to boost its sale as their target age group lies between 5 to 40, regular
consumers being kids, teenagers and young adults.
The advantage of Frooti is that they have been in the market for a long time and have been
flexible enough to cope up with the changing times. Over the years their Goodwill influences
their sales however lack of adhering to regulations by Govt. bodies have brought upon negative
reviews and affected their sales, yet they have managed to hold the second position in the fruit
soft drinks industry.
Frooti’s initial attempt of diversify their product portfolio by introducing Frooti Fizz failed as the
product was not taken in by general public. It seems that consumers are interested in un
acierated drinks.

43. References:
https://www.facebook.com/frooti
https://www.instagram.com/thefrootilife/?hl=en
https://www.cii.in/Result_Summary.aspx?enc=nZuN6WH9R8dUC2PKYvfzF6qxAhdwwT5NKLNJJ
KnP3Hi83r0awKwhMmX+FdK2t+HT
https://www.cii.in/PolicyAdvocacyDetails.aspx?enc=eBIZEky+8/r4GtjqaDd0xDkpsKkR4Otgo13P
e2t0s1kLXqOFc1XcLs9AWXMskHdE
https://www.ibef.org/news/parle-agro-in-8377200-crore-marketing-push-for-frooti-appy-fizz
https://www.ibef.org/news/indians-do-10-of-their-shopping-in-modern-stores
https://www.ibef.org/industry/fmcg.aspx
https://www.google.com/search?q=impact+of+covid+19+on+indian+fmcg+industry&oq=impac
t+of+covid+19+on+indian+fmcg+&aqs=chrome.1.69i57j0l2.17743j0j7&sourceid=chrome&ie=UT
F-8
https://economictimes.indiatimes.com/industry/cons-products/fmcg/fmcg-likely-to-grow-9-
10-in-2020-nielsen/articleshow/73509399.cms