Market segmentation and positioning Analysis

Prepared by:
Shubhi Nagar
What is segmentation?
 Segmentation is the process of
dividing the market into segments
based on customer characteristics
and needs.
 Sub activities in segmentation are:
 1.Determining who the actual and
potential customers are
 2. Identifying segments
 3. Analyzing the intensity of
competitors in the market
 4. Selecting the attractive customer
segments.
Positioning
 In marketing, positioning has come to
mean the process by which marketers
try to create an image or identity in
the minds of their target market for its
product, brand, or organization.
Frooti
 Frooti, or Mango Frooti, as it is popularly
called, is the largest-selling mango drink in
India.
 It is the flagship product of and the most
successful drink offered by Parle Agro India
Pvt. Ltd.
 First tetra pack drink to be introduced in the
Indian market.
 It is also now available in PET bottles and
rectangular shaped packs.
 Frooti has a majority market share of the Rs.
300 cr.
 Market segmentation for Frooti
Demographic:

The brand’s consumer section is broadly divided into two

segments.

 Primary segment:
Consists of children in the age group of 4-12 years.

 Secondary segment:
Consists of all adults in section A+B * who love fruit based,
non carbonated drinks.

* Socio-economic classification categorizes urban Indian households into five segments SEC A, SEC B,
SEC C, SEC D & E, based on education, occupation, and chief wage earner’s profile.
Market Segmentation for Frooti:
Psychographic:

The youth segment was targeted with sub-segments:

Pre-teens (9-12)
Teenagers (12-15)
Above teenagers (16-19)

These are the new impulse category. The sporty and fun
loving nature of the teens and their likings of hanging out
together while drinking fruit juices or other soft drinks were
taken into account.
Frooti over the years
 Positioning of Frooti in the market

 Frooti Ads are no longer just to

create buzz, they are created
keeping in mind a long term brand
vision.
 Ads of Frooti are more about
situations and showcasing how
consumers connect with Frooti.
Changes in taglines over the years
 ‘Mango Frooti, Fresh n Juicy’ has remained the base
tagline since the brand launch.
 In between new taglines have been used such as:
‘Frooti- Just like that’
‘Fresh and juicy! What a beauty! Mango Frooti!’
‘Juice up your Life’
 Accepting that Frooti would always be identified as
‘Fresh ‘N’ Juicy ’, Frooti packs currently incorporate that,
with a minor change saying “Fresh ‘N’ Juicy Mango”.
 Frooti’s brand communication is based around the theme
of ‘Why grow up’.