Segmentation-
Frooti's consumer section is broadly classified in two segment.
The primary segments consists of childrens in the age group of 4-12 years.This is because of the growing health
awareness among mothers who are very particular about giving fruit drinks to their kids.
The secondary segments consists of all the adults those who love fruit based drinks because they are wholesome
and non-carbonated.
Target market-
recreational
kids
lifestyle
sports
fitness
health
primary market:
Kids
Teens
Youth
Working people
Women
Elderly people
secondary market
travel industry (airlines,railways)
recreational centers (movie halls, community sectors)
Positioning-
Frooti is India's legendary and iconic mango drink. When frooti was launched in 1985, it came in as a really
contemporary and youthful mango drink. Frooti was the first brand to introduce fruit drink in tetra packs to
Indian consumer.It was cool to have a frooti. Even the imagery in frooti commercials was way ahead of
anything Indian society was exposed to.In the 1990's the commercials revolved around the king of fruits
mango.As frooti entered the second decade the brand realised that they have to change perception that frooti
was made just for kids.There was a need of new positioning.They had to make froorti more relevant to the
youth.The YO frooti campaign, Digen Verma campaign and Bimdass campaign were steps in that
direction.Being the market leader in fruit drinks,it is important that frooti stands out while retaining the brand
associations with mangoes. Frooti's recent campaign "why grow up" lays the foundation for long term strategy
and vision of the brand.It not only highlights the brand makeover, it also stays true to its core mango value.
1. SEGMENTATION, TARGETING AND POSITIONING SEGMENTATION
There has been no general acceptance of the product forms in fruit beverage market. The consumer is
basically concerned if it is a fruit juice or synthetically constituted product. Product segmentation,
therefore, should be clearly delimited. The entire segmentation exercise for Frooti product is indeed
driven by these variables.
Under the fruit drink the first segmentation is between real fruit and synthetic drinks. The real fruit
drinks are based on natural fruit pulp or juice whereas the synthetic drinks are synthetic products with
fruit or other flavours.
A broad taste preference seems to be another way to define market. The market is at present also
segmented on the basis of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp
content, market can be segmented as comprising Fruit juice with pulp content more than 80%. Another
segment can Fruit nectar with pulp content between 40% to *0%. Third section comprises fruit drinks
with pulp content less than 40%.Segmentation at Parle seems to be influenced by benefits provided to
the consumer. One benefit could be the nutrition content it gives to the consumer so one market could
be the health-conscious segment. Second benefit is thirst quenching, so the other segment could be
those buying the drink or nectar for satisfying the thirst.
Another very broad segmentation is based on the type of situation in which the drink or nectar is used.
People who are on the move i.e. outdoor use e.g. those travelling.
People who are using it on the breakfast table as a part of their menu i.e. in house use.
Demographic is another way to segment the existing and future markets for Frooti. The brands
consumer section is broadly divided into two segments primary segment, consisting of children in the
age group of 4-12 years and secondary segment, consisting of all adults who love fruit based non
carbonated drinks.
Psychographic division might have also been considered. The youth segment was targeted with sub-
segment Pre-teens (9-12), Teenagers (12-15), above teenagers (16-19). These are new impulse
category.
i. Primary Segment
The primary segment consists of children in the age group of 4-12 years. This is because of
the growing health awareness among mothers who are very particular about giving fruit
drinks to their kids. Even in the advertisements of the Frooti we see childrens playing and
also the new jingle Aam suck-it-a, lick-it-a that is being used has already gained popularity
among these targeted groups.
ii. Secondary Segment
The secondary segment of Frooti consists of all adults who love fruit based drinks. Frooti is
considered to be a wholesome drink made up of mangos with added ?????As these drinks are
non-carbonated which usually in India are perceived to be bad for health.
Psychographic division
might have also been considered. The youth segmentwas targeted with sub- segment Pre-teens (9-12),
Teenagers (12-15), aboveteenagers (16-19). These are new impulse category
TARGETING
Frooti initially targeted only the kids. Later, they realized the significance of the drink on the adults
since it was considered healthy.
Frooti over these years have carved out a niche for itself in the market. Frooti instantly caught the fancy
of Indian consumer with its tetrapak and some smart campaigns. Initially the drink was positioned as a
kids drink. The product was perceived as a healthy fruit drink by the mothers . So within a short span of
time, the brand was an alternative to the unhealthy colas. The tetrapak had other benefits also. Fruit
juice is a perishable product and tetrapak have extended the shelf life of Frooti because tetrapaks have 2
layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life.
Targeted Areas:
CANTEENS: It can be noticed that in the later advertisements Frooti has targeted the college going
students who wants to bunk classes and hang out in canteens with fruit drinks.
RESTAURANTS: All the restaurants were targeted from the dhabas to the high profile restaurants.
BUSES/LOCAL TRAINS: Various inter-state and local buses, trains were provided with frooti and
almost all the stalls in the bus stations and train stations had frooti available with them
MOVIE THEATRES: Frooti is made available in most of the movie theatres around the country.
.
The real fruit drinks are based on natural fruit pulp or juice whereas the synthetic drinks are synthetic
products with fruit or other flavours
TARGETED MARKET
o Recreational
o Fitness
o Health
o Lifestyle
o Sports
PRIMARY MARKET
KIDS - Fond of fruit juice
TEENS - More experimental
YOUTH- Experimental & more buying powerBrand Management of Frooti
Working People
Women
Elderly people
SECONDARY MARKET
Travel Industry- Airlines, Railways & local transport systems
Recreational- Movie Theatre Malls etc.
PSYCHOGRAPHIC:
NEW IMPULSE CATEGORYThe youth segment was targeted with sub-segments:
TWEENS (9-12)
TEENAGERS (13-19)
65ml- Targeting Low Income Levels
250ml- Handy Bottle- Targeting Teens as Single Serve
Pet 250ml- Economical & used in canteens, offices and colleges
Frooti Family Size 1Litre Pet- Easy to store in fridge
Well for the generation who is accustomed of cola drinks talking about Frooti is like
talkingabout childrens stuff at all yet Frooti cannot be credited as children drink as for
Frooti hasseveral credit to it like:
1) first company to introduce tetra pack in 80s
2) quality consistency assurance
3) throughout year availability( in those 80s day)
4) efficient and unmatched distribution channel of parle
POSITIONING
Frooti is Indias legendary and iconic mango drink. When Frooti was launched in 1985, it
came in as a really contemporary and youthful mango drink. Frooti was the first brand to
introduce fruit drinks in tetra packs to Indian consumers. It was cool to have a Frooti. Even
the imagery in Frooti commercials was way ahead of anything else the Indian society was
exposed to.
In the nineties, the commercials revolved around the brands association with the king of
fruits -Mango. Frooti commercials oozed fun and exuberance, while keeping the Fresh &
Juicy soul of Frooti intact. As Frooti entered its second decade of existence, they realized
they had to change the perception that Frooti was meant just for kids. There was a need for
new positioning. Their ads then were more about making Frooti more relevant to the youth.
The Yo Frooti campaign, Digen Verma and the Bindass campaign were steps in that direction.
At this time, they also started conveying more of tactical communication in their ads, such as
the launch of their innovative triangular packs at Rs 2.50 (5 ka 2 ad), launch of Frooti in a
PET bottle, launch of Frooti in a new orange packaging. Lately, the mango drink segment in
India has expanded with the entry of many players. Being the market leader in mango drinks,
it is important that Frooti stands out while also retaining the brand association with mangoes.
Keeping this in mind, they have evolved Frootis brand communication to a new level. Ads
are no longer meant to just create buzz, they are created keeping in mind a long term brand
vision. Even the treatment of subject in the ads has also changed. Instead of a story narrated
through songs and dance, new ads are more about situations and showcasing how consumers
connect with Frooti. Frootis most recent ad campaign with the Why grow up theme, lays
the foundation for a long-term strategy and vision for the brand. It not only highlights the
brand make-over, it also stays true to Frootis core mango values
The Mango - is the soul of Frooti. Mango Frooti, Fresh and Juicy.
Frooti Ads are no longer just to create buzz, they are created keeping in mind a long term
brand vision.
One of such attempt was to up its cool quotient with the youth, has launched what it claims is
a radical creative route for the brand: the Slurpbox.
Frooti commercial shows people across age groups enjoying Frooti rather unabashedly,
where people are making rather strange noises while slurping, in an attempt to chase those
last elusive drops. Things reach a crazy crescendo when these montages are pieced together
in quick succession, and the ad ends with the super, Why grow up.
The 'why grow up' campaign...sets up a long-term strategy and vision for the brand. It is
sharp, it is in keeping with the contemporary values of what a mango drink can embody. It is
extremely youthful.
What made Frooti ads so endearing?
Frooti has never used a celebrity / brand ambassador, yet their ads always had tremendous massappeal. What
makes the Frooti ads so endearing is the fact that the ads have always been aboutmango lovers. Each ad speaks
for Frootis brand heritage and stands for its long lastingrelationship with Indian consumers. You would not find
a single Frooti consumer who would notremember Mango Frooti, Fresh n Juicy. The line, popularized by the
jingle in the ads is somemorable that you hum one part and someone else will complete the other. Mango lovers
havealways identified Frooti with mangoes. Frooti never had to enforce it. Over the years, Frooti hasgone on to
become Indias favourite mango drink.
FUTURE STRATEGIC PLAN
An efficient and scalable business model combined with innovation is necessary to stay ahead of the
competition. But individually these are not sufficient to make a successful global brand. Five further
overlapping components are required:
1. A great brand experienceBrand experience is not limited to the product or service. Every contact with the
brand counts.
2. A clear and consistent positioningPeople need to know what a brand stands for. Thats why an established and
successfulmarketing campaign should not be abandoned simply for the sake of saying something new.When
change is required, the challenge is to re-interpret the brand positioning in a way that isappropriate to the
current time and culture.
3. A sense of dynamismInnovation is key to brand success but it is not limited to the functional benefits of the
brand. Abrand that sets the trends rather than reacting to them is likely to be seen as different and morepopular.
4. A sense of authenticity
Today consumers in developed countries have a finely tuned sense for what is true and authenticversus shallow
and contrived. They are still drawn to brands with a strong heritage.
5. A strong corporate cultureToday people seek out brands that display their values by the actions they take. In
industries witha strong customer-service component it is particularly important that everyone involved with
thebrand understands and embodies its values.
