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Introduction stage- Frooti was launched in 1985, and it has been two decades but still it holds the dominant position in the market. Frooti intantly caught the fancy of Indian. consumer with its tetrapack and some smart campaigns. 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. Tetrapack extended its shellife which was the biggest advantage.
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First product that came out in 1985 was the innovative mango Frooti drink in an easily disposable tetrapack.
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Parle Agro partnered with DaCunha Communications to give birth to Frooti. The launch budget for Frooti was approximately Rs 20 lakh and most of it was spent on TV communication.
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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.
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In 2000, Frooti introduced a new style of its product in bottles designed like coke products to entice the coke drinkers to a healthier beverage.
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In 2003, to increase penetration Frooti created triangle shaped small packs of Frooti priced at Rs 2.50. Called Magic Frooti, the SKU helped the brand gain entry into a large number of markets in interior India doing wonders for the brand.
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In 2004, Frooti introduced a made inroads into the lower income group by launching a triangular Tetra Classic Aseptic priced at 2.50. This extended its reach to rural areas of India.
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Maturity stage-In late 90's it reached its maturity stage, the brand was facing stagnation in salses. 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! frooti variant came with a slim paper can aimed at the college going youth. Worried by the stagnant sales, parle tried to reposition the brand to appeal to the youth aged between 16-21 years old.
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In the year 2009, the brand was revamped. "When Frooti came into existence, it came in as a really contemporary and youthful drink. It was cool to have a Frooti. Even the imagery in Frooti communication was way ahead of anything else the Indian society was exposed to.
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Next came the 'Mango Surprise' campaign for Frooti in 2010 where surprise pranks were executed live on people across major metros. Giant mangoes were dropped from trees and 8-foot mangoes rolled down sloping roads on unsuspecting pedestrians. These moments were captured on hidden cameras and later edited to create the brand's TVC, viral and branded entertainment content. Over 600 juicy mango pranks were played across 30 centres
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The last product introduced is part of Frooti's long-term strategy for making a profit. This new design targets young kids and teens with an attractive new bottle and vibrant colors.
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In a comparative analysis with PepsiCo, Parle's Frooti lost 2% in sales.
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Yet to begin.
