Frooti

Presentation By…Abhishek Sinha(TM1110218)

Twenty Six Years And Still Strong……

1985 …

Launches FROOTI, India’s first fruit drink brand in tetrapak format…

2000 …

• FROOTI changed its positioning to target young adults who would otherwise go for bottled cola drinks.

2002 …

• To cater to different occasions and family size.• FROOTI launched first ever PET bottled fruit

drink in India, in 250 ml, 500 ml, 1 litre pack.

2004 …

• Making inroads into the lower income group, FROOTI launched a triangular Tetra Classic Aseptic priced at 2.50.

• The format helped FROOTI to expand reach in rural area.

2011 …• Implementing a long-term strategies. • FROOTI revamped its positioning to target

young-at-heart which essentially included all kids, young and adults.

• The look was also tweaked.

Demographic Market

Kids – Fond of fruit juice Teens – More experimental Youth – Experimental & more buying power Working People

Geographic Market• Main Markets Airports Railways Local Markets

• Recreational Movie theatres Malls, etc.

• Kids and youth mostly prefers this product for Refreshment.

• This product is non techno savvy.• Product having huge buyers.

Competitors Of Frooti

• Coca Cola India (Pulpy orange / Maaza)• Pepsi Co. (Tropicana)• Dabar (Real)• Mother Dairy (Safal)

Reasons of Decrease in Sales

In 2006 sales of frooti were decreased because of these reasons.

• Loosing market appeal• Sales were dropped• Increase in Competition• Threat from soft drink marketers• Same segment Competition,• Tetra pack fruit drinks & juices

Brand Positioning

• Catchy & creative promotional campaign Which is capable of differentiate the product• Multi media advertising • A) TVCs,• B) Out door media campaign• C) off line promotions• D) online promotion campaign

Change in Packaging

• Splashy graphics• Signature green @ orange colour• Flip top packaging• Change in tag line (mango frooti fresh n juicy

and why grow up)• Cost of advertising =Rs.30 million

Market Share

Factories In India

THANK YOU !!!