Relaunch of frooti -The Digen Verma Campaign Digen Verma!!!

Over View of The Case Frooti was launched by Parle Agro in 1984. First tetra pack drink to be introduced in the Indian market. Frooti has a majority market share of the Rs. 300 cr. tetra pack fruit drink market.(By 2000) Product likeability and quality scored 100% . Scored 95% in product recall.

Change in Market position 16 yrs 0ld brand had been losing its appeal over the years. Product recall was dropped to 60% in the top of the market ranking. Situation worsened with the increase in competition. Threat was faced by soft drink marketers. Parle agro decided on a major relaunch strategy focusing on changing its positioning.

Change in Consumer Psychology Sub segments have been created o 12-15 yrs olds calling themselves as teen-agers. o 9-12 year olds as pre-teens. These segments are turning to decision makers of today with an increase in pocket money. The new impulse category (16-19 yrs) were targeted.

Reasons of Re- launching Loosing market appeals Sales are dropped Increase in competition Threat from soft drink marketer Same segment competition Tetra pack Fruit drinks and juice

Components of relaunch strategy 1.Defining Product category: Need satisfyingThirst, Fun Other products & Brands-Soft drinks, onjus, Tropicana.

Product formFruit drink

Defining consumer segment: Segments: Youth Sub segments: Pre-teens (9-12) Teen agers(12-15) Above teenager(16-19) - New Impulse category

Difference in consumer behaviors: Fun, trendy, Modern, Hung out Habits.

Study perceptions of competitors product & brand vs. your brands Perception of competitor: - Soft drinks are for youth Vacant spot: - Fruit drinks for Youth

Differentiation & communication: Differentiation: o o Target users- Fruit drink for youths. Occasion- As a fun, for hang out habits.

Implementing Positional Communication: Product Packaging Brand Place Promotion

Product: Tetra packed drink Packaging: New splash graphics In same signature green & orange colours Flip top packaging Tagline was changed to Frooti-just like that

Place: Promotion: -Communication using a national identity o ( Digen Verma) -Use of innovative & creative campaign -Multi media advertising o TVCS o Out door campaigns o Offline promotions o Online promotion campaigns Canteens Restaurants Buses Movie theaters Local trains

Rationale behind Digen verma campaign Outcome of campaign The campaign had been successful in not just evoking interest but also in increasing sales. The customer awareness it was likely to capture seemed quite phenomenal. (Brand awareness) The sales are already up by almost 30% by investing 30 million on campaign. (Sales) The Digen verma campaign would be remembered for its sheer creativity and unprecedented public interest it generated. To create a hype in market. It was somewhat unusual. Digen Verma was well received in southern markets. Image of a celebrities can be lossed. Any college kid willnt drink fruity with image loss. To have a mass appeal: -Name had to be ubiquitous enough -The lifestyle should be related to normal consumers. -The storyline had to be powerful enough to sustain interest.

6% 8% 6%

80%

Parle Frooti

Pepsi-Mangola

Coke-Maza

Unorganized

Factors affecting the success of a brand Controllable factors Operation/Production: -Quality of production. -Improving high productivity. -Capacity of production.

Uncontrollable Political-Economic-Legal Socio- Cultural Demographic Physical- NaturalTechnological Customer & Market Competitors & Industry

In case of frooti Marketing: Product: Need satisfying Quality of product. Variants of product. Packaging Pack imagery The quality of drink as real as mango. Hygienic production must be their. As much as minimization of production cost . Effects: The success of the brand frooti.

In case of frooti It should satisfy as a refreshing drink. It should taste as real mango. It should be available in different pack size. Pack imagery should act as a catalyst for youth segments.

Effects: The success of the brand frooti. Price: In case of frooti - Price should be affordable & comparable Margin should be provided . with competitors. At par with competitors Margin( Retailers, Distributors)

Effects: Increase of sales . Place: Availability of product .

In case of frooti The demand of customers should be delivered in time.

Effects: Satisfaction of customers. HR/ Finance dept. In case of frooti The production cost should be minimized to increase the % of profit. Effects: To achieve a sound profitability in business. Uncontrollable factors Political-Social-Legal. -Govt. rules and regulation. o Proportion of contents of ingredients. Trained employees. Cost minimization.

In case of frooti - Ethical product should be their. - It should fulfill the quality certification. Effects: It will create Customer trust on the brand. Competitors & industry: -Competition from organized & unorganized sector. Direct & Indirect competition.

In case of frooti Direct-Coke & Pepsi( after relaunch) Indirect- Fruit juices, Sugarcane juice.

Effects: Affect the sale, market share.

Conclusion To sustain in competition brands required to rethink the strategy. ( attempted by parle agro in 2001)

Promotion of a product plays a major role in case of a success of a brand. (Use of Digen verma campaign)

Using an artificial character than a celebrity is much beneficial. ( Digen Verma instead of any celebrity)

Re launching a same product can create new set of competitors. ( Frooti Vs. Cola)

Besides promotional strategy there are some controllable & uncontrollable factors which determines the success of a brand. By using teasure campaign the awareness of a brand lasts for a long time. ( Who is Digen Verma ?)

To create a new perception tagline of old product should be changed (from just like that to frooti-just like that in case of frooti. Packaging should be changed in case of relaunch of a product. o (New splash graphics in case of frooti)