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Fruit Drink Industry Strategies

Keywords: fruit juice market strategy, juice market trends

There are a number of drinks, in the drink industry. They are really divided into various branches. Discussing the juice industry, they include natural juices and man-made juices or the man made ones. Folks have a number of tastes plus they vary from person to person.

The fruit juice industry has lots of companies. They include Vadilal, Jumpin, Kissan, Real, Onjus, Kool Kokum, Frooti, Appy, Joly Jely, Yo Fruity, Noga, Midland, Goldcoin, Druk, Tropicana etc. as the market is growing and so is the demand from the general public, so that it compels the companies to bring out new and new products every once in awhile in order to focus on the requirements and requirements of the general public.

Parle Agro, which released the idea of mango juice, called it as 'Frooti'. In the beginning it was an enormous success, with the company earning profits and at that point of time, the business did not even have much of the challengers. It situated itself as a glass or two for kids.

But later on, as the market saw the access of new and new players and the market acquired saturated with the amount of companies providing fruit drinks with lots of variants. This made parle to reposition itself and change the perception of the general public. It had to improve itself from drinks for kids to a drink for adults. For this it came out with lots of marketing campaigns and other strategies to be able to support itself on the market and protect frooti from engaging in the declining stage of product life cycle.

A tremendous volume of food items like: beverages, liquor, bread & biscuits, freezing food, saffron, goodies, spices & seasonings etc. each is included under the group of Food & Beverages. The meals and drink industry consists of higher level of market segment, huge variety of products, huge number of companies and many other characteristics. The meals and beverage industry symbolizes a diverse group of products and functions: fresh, freezing, chilled, and long shelf-life food and beverage products are constructed, distributed, imported, and promoted to consumers, sellers, wedding caterers services, and other manufacturers. Food and beverage developing facilities use huge amounts of energy for preparing food, air conditioning, freezing, and frigid storage and travel. The produce & export of food & beverage has been constantly increasing since previous few years. Food & beverage industry is becoming a major factor and has been constantly increasing the income of the countries.

While all beverages hydrate, handful of them provide various important nutrition that our body needs. Few of them relax us, few energize us and few just fulfill our natural flavor for sweetness, maybe with or without calories from fat. Some help us to execute our best, on the other side, some can help us in controlling our health and wellness. Any beverage can be part of a weight-maintenance diet. For many individuals who enjoy sweetened espresso drinks, carbonated drinks and other drinks with calories, this involves using good judgment when it comes to how much (part size) and how often these beverages are consumed. Luckily for us for many who watch their weight, gleam wide variety of low-calorie thirst-quenching drinks, including waters, teas, caffeine, and diet carbonated drinks.

India being the next largest market for fruits and vegetables on earth. The overall and the total production of vegetables & fruits is estimated to be around 148. 5 million shades, out which around 48. 5 million shades is accounted by fruits only and the others for fruit and vegetables which is around 100 million tones.

However, the fruit juice market is not fully tapped because of poor infrastructure, poor safe-keeping facilities, and highly unorganized market, chiefly constituted by highway side sellers. Consumers still choose to buy juices from street side sellers even if the juices are unhygienic.

The major growth drivers in juice market are, upsurge in health consciousness among consumers, increase in disposable incomes, and even more complex cocktail culture. 1

Indian juice market

It is a newly growing and an unorganized market. Only just lately this sector gets more arranged and attracting more players in the market. Though the unorganized place shop distributors dominate the forex market, Indian individuals are moving towards brand fruit juice for their improvement in health consciousness. Indian fruit juice market is having a net-worth of 275 crores as of this moment and increasing at a level of 35% to 40% per season. This study was conducted to identify the prevailing market framework, industry trends, existing players and their status on the market, growth choices and consumer tendencies of existing fruit juice consumers. The analysis was conducted to comprehend the full total market intelligence such that it can guide any new entrant in this sector in Indian market would get befitted. The analysis includes both key and extra research. Primary research was conducted across India. Principal research requires collecting information from both consumers and merchants so as to get better understanding about the market. This research record can provide as helpful information for any new entrant who would like to enter in this juice market in India. The article can also serve as a basic industry information learning resource.

The branded fruit juice market in India is projected to be well worth Rs 500 crore organised fruits drink market (nectars, beverages and juices put together) and the portion is growing at about 30 % per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro already are in the market and because of the swift progress on the market, newcomers like Surya Foods and Agro, Mom Dairy, Ladakh Foods, Pioma Industries have come into the market with services in the recent years.

Chief Executive Official of Dabur Foods informed Food & Beverage news in an interview that the marketplace show of Dabur's Real Juice is now 60 %. No doubt Dabur's Real Fruit juice is the marketplace leader followed by Pepsi's Tropicana. The two major fruit juice creators in India, Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavours. However, Godrej's Jumpin is slowly attaining its space in the juice market. Godrej Business Foods Department has introduced fruit juices under the Xs brand, which before only consisted of nectars. Parle Agro's Frooti and N-Joi too are successful on the market. Delhi NCR-based Surya Foods and Agro Ltd, manufacturers of Priyagold biscuits, has forayed in to the juices segment. Mom Dairy has recently launched the Safal brand of juices. Safal happens to be available in orange, merged berry, grape and an orange-apple combo. Ladakh Foods, producers of the Leh Berry seabuckthorn berry drink, has launched an apple-peach combination drink and a combined fruit version. Ahmedabad-based Pioma Industries, manufacturers of the Rasna brand of soft drink concentrates, test advertised a diluted mango juice in Andhra Pradesh lately. There are now racks filled with fruit juices, nectars and drinks.

Traditionally, the Indian life-style has a predilection for fruits and fruit and vegetables or those processed at home. There is a sea change. People, are now increasingly moving in for fruit vending from kiosk fountains, which produce instant juices from fresh fruits in the presence of the buyer. Maybe it's due to the non-availability of hygienically produced and well-preserved products by using preservatives. That is why some of the real but branded fruit juices launched in the late 1980s and early 1990s didn't succeed.

There's been a steady climb in the capability, development and capacity utilisation in the berry processing devices. The processing capacity had gone up from 0. 9 mn tonnes in 1990-91 to 2. 1 mn tonnes in 1999-00. The capacity utilisation upgraded from 31% to 47%, with the creation in 1999-00 projected to have increased to 980, 000 tonnes. The state information do not show any significant increase in total output although branded refreshments do show a healthy improvement. There is absolutely no general approval of the product forms in the super fruit drinks market. The buyer is basically worried that it's a juice and not a synthetically constituted product. Appropriately, the first segmentation is between real fruit drinks and fabricated drinks. The past are based on natural berry pulp or drink. The others are synthetic products containing fruits flavours. Among the fruit juice drinks are fruit juices (Pepsi's Tropicana), nectars (Dabur's Real) and fruit drinks (Frooti and Slice). All these are real, reconstituted from fruit pulps or concentrates. The main fruit juice brands include Real, Onjus, Tropicana, Frooti, Jumpin. The fruit drinks are mainly predicated on oranges, mangoes, pineapples, grapes, apples, guava and tomato. They only differ in pulp content: the juices have over 85%, nectars (20% to 85%) and super fruit drinks (less than 20%).

The top quality fruit juices market including nectars is located at about Rs 10 bn. The pure fruit juices will be the preferred drink among the fruit drinks. This segment is growing at around 10% yearly. The marketplace for fruit juices is likely to grow to Rs. 7. 50 bn by end 2009-10 from almost Rs. 4. 75 bn currently.

Dabur Foods has launched Real Junior, a 125 ml pack of apple and mango refreshments for children below 6 years.

Pioma Sectors, the maker of Rasna brand of soft drink concentrate, was negotiating a joint venture with Del Monte Foods of the united states.

Del Monte is the greatest designer of canned fruits and vegetables in the US.

Rasna has set up its first production unit in Himachal Pradesh, with an installed capacity of 350, 000 circumstances each year.

The Prakash Chauhan-controlled Parle Agro was to kick off two new fruits beverages, besides widening its product profile by getting into jams and ketchups. The poduction models were designed in Maharashtra. The business slashed the prices of Frooti and Appy to gain market show. Merisant India, a subsidiary of Merisant USA and manufacturers of Equal, the reduced calorie sweetener, has presented a powdered soft drink under the brand, Fix, in the Indian market. The drink is low in calories and will be sold in various flavours - peach, orange, mango, pineapple and lemon.

Juice is the liquid naturally contained in berry or vegetable tissue. Juice is prepared by mechanically squeezing or macerating fruits or vegetables without the application of temperature or solvents. For instance, orange juice is the liquid extract of the fruits of the orange tree. Drink may prepare yourself in the house from fruits and vegetables using variety of palm or electric juicers. Many commercial juices are filtered to eliminate fiber or pulp, but high-pulp fresh orange juice is a favorite beverage. Juice may be marketed in concentrate form, sometimes frozen, requiring an individual to add water to reconstitute the liquid back again to its "original express". However, concentrates generally have a noticeably different taste from that of the "fresh-squeezed" counterparts. Other juices are reconstituted before presentation for retail sale. Common methods for preservation and handling of fruit drinks include canning, pasteurization, freezing, evaporation and spray drying.

Theoretical background


In marketing, setting has come to suggest the process by which marketers make an effort to create a graphic or personal information in the thoughts of their marketplace because of its product, brand, or company.

Re-positioning requires changing the personal information of something, relative to the identification of rivalling products, in the collective thoughts of the mark market.

What most will acknowledge is that Setting is something (perception) that happens in the thoughts of the target market. It is the aggregate perception the marketplace has of a particular company, product or service with regards to their perceptions of the rivals in the same category. It will happen if a company's management is proactive, reactive or unaggressive about the on-going process of evolving a position. But a corporation can positively affect the perceptions through enlightened proper actions.

Positioning is about how exactly you differentiate your service or product in the mind of your possibility.

The Fact of Positioning

Positioning is a new approach to communication, advertising andmarketing. It is an organized system for finding a screen in the mind of your potential customer in order to put effectively over there a product - a merchandise, a service, a corporation, or a person - against its main challengers. This system is dependant on the concept that communication can only just take place at the right time and under the right circumstances. Your brain accepts only that new information which fits its present state. It filter systems out the rest. Quite simply, positioning is a process by which a mental health "anchor" has been put into the minds of prospects so that they come to choose one specific person or company over another.

Positioning is what you are doing to the mind of the chance - you look for the solution of your trouble inside the prospect's mind. Anyone may use positioning technique to get forward in the game of life.

Positioning is a process that focuses on conveying product value to customers, producing a family of documents which drive all outbound communications. Yet in recent years, it seems as though setting has "devolved" into a record of obscure superlatives that convey little or nothing as they attempt to trick the client into purchasing the product. The best positioning clearly expresses how the product will solve specific customer problems.

Positioning a Brand in the Marketplace

Without the ability to de-average a company's consumer foundation, marketing activities would wander off in the overall direction of the theoretical "average" consumer. Yet too often, segmentation efforts don't lead to business activities that create value

Many customer analytic models and segmentation systems provide insight into who should be targeted or what concept to deliver; but the models themselves almost never offer an perfect long-term contact strategy. What is it possible to do to attain ongoing and steady profitability from your customer sections?

A brand's position is the group of perceptions, impressions, ideas and feelings that consumers have for the product compared with competing products. Marketers plan positions that provide their products the greatest advantage in selected target markets, and they design marketing mixes to create these organized positions.

In planning their positioning, marketers often put together perceptual maps that show consumer perceptions of their brand versus rivalling brands on attributes that are essential to the consumer, whether useful or symbolic.

Perceptual Maps are useful for these key reasons:

* Examining strengths and weaknesses relative to competing brands along certain requirements important to the customer.

o That is revealed by the positions of the marketer's brand and contending brands along the axes.

http://www. brandingstrategyinsider. com/brand_positioning/

5 Factors of Brand Positioning

Last week, I composed about how to break through branding clutter by defining yourbrand's unique value proposition then using it in the industry thereby establishing your brand's position. Today, let's look into the 5 main factors that get into defining a brandname position.

1. Brand Attributes

What the brand gives through features and advantages to consumers.

2. Consumer Expectations

What consumers be prepared to acquire from the brand.

3. Rival attributes

What the other brands on the market offer through features and advantages to consumers.

4. Price

An easily quantifiable factor - Your prices vs. your competition' prices.

5. Consumer perceptions

The identified quality and value of your brand in consumer's brains (i. e. , does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price label solution, etc. ?).

http://www. corporate-eye. com/blog/2008/07/5-factors-of-brand-positioning/

Positioning concepts

More generally, there are three types of positioning concepts:

Functional positions

Solve problems

Provide benefits to customers

Get favorable understanding by traders (stock account) and lenders

Symbolic positions

Self-image enhancement

Ego identification

Belongingness and communal meaningfulness

Affective fulfillment

Experiential positions

Provide sensory stimulation

Provide cognitive stimulation

Product Placement Process

Generally, the merchandise positioning process includes:

Defining the market where the product or brand will remain competitive (who the relevant clients are)

Identifying the traits (also called dimensions) define the product 'space'

Collecting information from an example of customers about their perceptions of every product on the relevant attributes

Determine each product's share of mind

Determine each product's current location in the merchandise space

Determine the target market's preferred blend of qualities (known as an excellent vector)

Examine the fit between:

The position of your product

The position of the perfect vector


Measuring the positioning

Positioning is facilitated by way of a graphical technique called perceptual mapping, various review techniques, and statistical techniques like multi dimensional scaling, factor research, conjoint examination, and logit evaluation.

Repositioning a company

In volatile marketplaces, it could be necessary - even immediate - to reposition a whole company, rather than only a products or brand. Take, for example, when Goldman Sachs and Morgan Stanley out of the blue shifted from investment to commercial banking companies. The objectives of traders, employees, clients and regulators all need to change and each company will need to affect how these perceptions change. Doing this involves repositioning the complete firm.

This is particularly true of small and medium-sized businesses, many of which often lack strong brands for specific products. In a prolonged recession, business methods which were effective during healthy economies often become inadequate and it becomes necessary to improve a firm's positioning. Upscale restaurants, for example, which recently flourished on charge account meals and corporate incidents, may for the first time need to stress value as a deal tool.

Repositioning a firm involves more than a marketing obstacle. It consists of making hard decisions about how a market is shifting and how a firm's opponents will behave. Often these decisions must be made without the benefit for sufficient information, due to the fact this is of "volatility" is the fact that change becomes difficult or impossible to forecast.

A strong proper plan with a fresh and powerful dynamic can help you to get there. Strategic Planning with a major focus on Strategic Repositioning harnesses your specific strengths to have success available on the market. Strategic Repositioning is an activity by which your small business identifies its proper competencies and discovers ways to exploit those strengths to be able to propel your firm into a more prosperous and competitive future. Incorporating this element in to the proper planning process can help flip a struggling business around or guide an already successful enterprise into new and profitable territory.

http://jobfunctions. bnet. com/abstract. aspx?docid=379140&tag=content;col1

Brand Repositioning is changing the positioning of your brand. A specific placement statementmay not utilize a brand.

For instance, Dettol toilet soap was placed as a beauty soap initially. This was not consistent with its core prices. Dettol, the mother or father brand (anti-septic liquid) was known for its ability to repair slices and gashes. The extension's 'beauty' setting was not in tune with the parent's "germ-kill" placement.

The soap, therefore, needed to be repositioned as a "germ-kill" cleaning soap ("bath for grimy events'') and it fared very well after repositioning. Here, the cleaning soap had to be repositioned for image mismatch. There are many other known reasons for repositioning. Often dropping or stagnant sales is accountable for repositioning exercises.

After examining the repositioning of several brands from the Indian market, the next 9 types of repositioning have been recognized. They are:

Increasing relevance to the consumer

Increasing events for use

Making the brand serious

Falling sales

Bringing in new customers

Making the brand contemporary

Differentiate from other brands

Changed market conditions.

http://drypen. in/branding/brand-repositioning-and-types-of-brand-repositioning. html

Frooti : Fresh N Juicy

By: Parle Agro foods

Background of Parle Agro foods

Parle Products Pvt Ltd located in Mumbai, India has been India's most significant company of biscuits and confectionery, for nearly 80 years. Manufacturers of the world's most significant reselling biscuit, Parle-G, and a host of other extremely popular brands. Its reach spans even to the remotest villages of India. Lots of the Parle products - biscuits or confectioneries, are market market leaders in their category and also have gained acclaim at the Monde Selection, since 1971. Using a 40% show of the total biscuit market and a 15% show of the full total confectionery market in India, Parle is continuing to grow to become a multi-million money company. They may have recently joined the snacks market.

Parle-G (Largest advertising biscuit on the globe. )



Hide & Seek

Hide & Seek Milano


Musst Bites

Digestive Marie

Parle Marie

Milk Shakti

Musst Chips

Musst Stix

Monaco Smart Chips

parle twenty-twenty



Poppins (Glucose based candies in various fruits flavours. )

Melody (Chocolate candy)

Xhale (Mint)

Mango Bite

Kaccha Mango Bite

Kismi Toffee


Butter cup

Orange Candy


Mango Frooti (mango drink)

LMN (lemonade)

Saint Juice (flavoured juices bought from tetra-packs)

Appy classic

Appy fizz


V3 fitness

About Frooti

Frooti is India's legendary and iconic mango drink. It's been around for over two. 5 decades now. Virtually what Nike or McDonalds or Guinness or Ikea is to the entire world, Frooti is to India. There's not one person in India who hasn't got a Frooti. By pure numbers and its own depth of circulation in India and supply in more than 20 countries, Frooti could very well be one of the major selling mango beverages on the globe.

During the brand study, here are some things we noticed. When Frooti came into existence over 2 decades ago, it came up in as a really contemporary and fresh drink. Frooti brought Tetra Pak into India. It had been cool to truly have a Frooti. Even the imagery in Frooti communication was way before other things the Indian society was subjected to. Who can forget classic Frooti advertisements in early 80s with attractive girls in little skirts, hula-hoop, use of CG, people diving into a pool of Frooti, etc. , All these, India hadn't seen before. We came to the realization being cool wasn't alien to Frooti, it was just about reinstating the cool factor. Relevantly.

However, there was something we'd to tackle heading further. Over the years Frooti was blessed with a whole lot of child and adolescent loyalists. There have hardly ever been birthday get-togethers without a Frooti. Can we without alienating them create a similar cult pursuing with youth? With about 60% of India being truly a part of this segment.

We were aware that frooti possessed made attempts in the past. Digen Verma by Everest and Bindass marketing campaign by Grey, were both tried. While they do create a short excitement, they lacked a permanent strategy or longevity perhaps. We concluded.

So, the exercise was essentially to reach at a tactical idea that's much sharper and a thought or a viewpoint Frooti can own and reinvent itself for a long time.

Frooti is the first tetrapak fruit juice in India. Launched in 1984, Frooti still holds a dominating position in the Rs300 crore tetrapak fruit juice (TFJ) market.

Frooti over these years have carved out a distinct segment for itself on the market. Frooti instantly caught the fancy of Indian consumer with its tetrapak plus some smart campaigns. Initially the drink was located as a kids drink. The product was perceived as a healthy super fruit drink by the mothers. So within a short span of your time, the brand was an alternative to the "unhealthy" colas. The tetrapak possessed other benefits also. Fruit juice is a perishable product and tetrapak have expanded the shelf life of Frooti because tetrapaks have 2 layers of paper and a plastic covering that ensured tamper substantiation and enhanced shelf life.

Lured by the success of Frooti, there was a whole lot of new launches in the TFJ market. Players like Godrej with Jumpin, kissan etc tried out their fortune in the forex market but didn't dislodge Frooti.

Frooti' Faltering

'Frooti' was launched by Parle Agro in 1984. It was the first tetrapak drink to be launched in the Indian market. By 2000, Frooti had many market show of the Rs. 300 crore tetrapak berries drink market.

However analysts sensed that this 16-year-old brand had been losing its charm over time. The brand, which scored a 100 on product likability and quality and a 95 on product recall, got lowered in the top-of-the-mind rating to 60, from 95 2 yrs ago.

The sales of 'Frooti' also got dropped over time. The situation worsened with the upsurge in competition.

In addition to the hazard it encountered from soft drinks marketers, Frooti' witnessed heightened competition in its own segment tetrapak fruits drinks2 and juices. With pressure mounting from all factors, Parle Agro was obligated to rethink its strategy. To regenerate the sagging selling point of the brand, it decided on a significant relaunch strategy, which focussed on changing its setting.

The relaunch of 'Frooti' targeted at positioning 'Frooti' as a great, trendy and modern drink directed at the youth segment, a marked change from its initial positioning as a drink for kids. Said, BL Venkateshwar, Parle Agro vice-president: "There's been an alteration in the buyer psychology.

Today sub-segments have been created with the 12-15 12 months olds calling themselves young adults and 9-12 season olds as pre-teens. These sections are turning out to be decision-makers of today with an increase in pocket money. The portion of 16-19 years olds is the new impulse category we could concentrating on. " This portion was therefore strategically very important for Parle Agro.


Frooti is basically a nectar centered drink so it is not 100% fruit juice, it also has some preservatives put into boost the shelf life. Although Frooti didn't face much competition in the category it created, competition originated from a marginally different category, 100% fruit drinks. Parle observed the introduction of the " 100% berries drink market and launched "Njoy" brand but it didn't click. Parle might have extended Frooti to this market also.

The brand Real from Dabur is the primary player in this category. Real effectively situated itself as a premium healthy drink for adults. Frooti had not been able to charm to adults and was regarded as a mango drink while Real is not restricted to any flavour. Frooti also changed its positioning affirmation from ' Fresh-N-juicy" to " Juice Up your daily life" which have not clicked with the customers.

Although Frooti loves a commanding (75%) market talk about, Frooti is facing stagnation. May be some serious steps should be studied to raise the usage of the merchandise. The kick off of PET container Frooti is a part of this direction. Just lately Frooti also launched a "Green mango" variant merely to create some buzz in the market. Frooti may have to reposition itself again to appeal to cola drinkers.

Repositioning of the brand Frooti

Frooti was located as a mango drink that is "Fresh-n-juicy" For over a 7 years, the company promoted the product using that famous baseline. The product has tried out to create pleasure on the market through some new variations and packing. However in late ninetees the brand was facing stagnated sales. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. The came the test out packaging. The YO! Frooti version came with a slim paper can targeted at the college going youth.

Worried by the stagnating sales, Parle attempted to reposition the brand to charm to young ones aged between 16-21. The setting changed to be more fun established. The deal also transformed. The old green color of the container transformed to more glowing mango color with whole lot of graphics added to it.

Frooti has come out with a fresh plan. The brand had opted in for a complete makeover. The product packaging and the setting has modified. Infact Frooti for recent years has been aiming to catch hold of a constant theme.

It had earlier moved away from the " Fresh'N'Juicy " placement. After that onwards, the brand was on a sticky wicket and had not been quite buying a positioning. It experienced the Bindaas setting and later " Frooti- another name for Mango " theme. But the brand had not been quite secure on those platforms.

Reasons of Repositioning

Loosing market appeal

Sales were dropped

Increase in Competition

Threat from soft drink marketers

Same portion Competition,

Tetra pack fruits drinks & juices

Various moves as part of repositioning

New packaging

The new Frooti has a fresh modern packaging. The decision of colors and the logo has been tweaked to help make the brand more sophisticated. Now the packaging is many more neat and cool.

What is more stiking is the change in the placement of Frooti. This past year, the brand attempted to pitch itself instead of mango. Now the brand is trying to become more radical and a little mad.

The new marketing campaign is based on a simple consumer observation. The majority of us which drink Frooti Tetrapack will try to chase the previous drop of Frooti. This behavior has been continuing for decades. Knowingly or unknowingly we make funny tones using the straw when indulging with Frooti. And we all had the behavior of breaking those packages for that audio. The agency acquired tried to capture each one of these in the new communication.

New tagline

The brand also has adopted a new baseline "Why Grow Up". I believe this positioning is a robust idea which may be sustained for quite some time provided the creatives are able to think fresh. Even in the new avatar, the brand is keeping the old famous tagline "Fresh N Juicy " which is good since Frooti has a very strong association recover tagline.

Emotional icons

Another interesting move by the brand is the creation of Mango-emotions. The brand will now be using mangoticons in its communication which really is a really smart idea. The brand using emoticons can further fortify the association of Mango and Frooti.

Also this mangoticons can generate instant recall with the brand. So a good 1 second splash of this emoticons in it screen can provide the same effect of a 30 second advertising. The brand now have 3 emoticons and according to the organization, it is planning to increase it to 25 by next season. Wish that Frooti uses this emoticons beyond the merchandise package. It is a powerful brand element which is often a secured asset to Frooti.

The new advertising campaign, although the idea is good, I liked the ' Why Grow Up' Tagline but not the advertising- may be because I did not like the appearance of the main identity in the advertisement. Somewhere down the line, the ad lost the "Cool" factor.

Campaigning of Frooti

The youth section, which 'Frooti' targeted, was extremely difficult to break right into partly because of the conception that 'Frooti' was a kids drink and partly because of the hold that rivals had already set up over the marketplace. By targeting the junior, 'Frooti' would be in direct competition with the Cola MNCs (Pepsi and Coca-Cola) that have been immensely popular, not to mention other tetrapak fruit drinks and all the other beverages directed at the children.

The relaunch technique for 'Frooti' therefore focussed on the one hand on breaking the image which the junior associated 'Frooti' with and on the other on convincing the children that it was a better substitute than the colas.

Said, Prakash Chauhan, MD, Parle, "For some reason, a soda in tetrapak is regarded as one meant for children. The relaunch is about stressing on the teenage segment and making our product fun, trendy and modern, exactly like today's teenager, who is an out-and-out nonconformist. "

The creative team of Parle Agro's advertisements agency, made the decision that that they had to think about something that appealed to the college-going public.

To do this, they need to figure out where the typical college goers hung away, what their guide points were, and what would get their attention. The normal college university student hung out at the canteen, given on small talk, and, invariably, his conversation revolved around celebrities and the handful of star students of his college; and it didn't matter that few got actually achieved the superstars. Said Dhaimande: "So we realised that the majority of socialising and speak always revolved around this one individual who someone would know and the others have only heard about. '

Thus it was made the decision that the campaign advertising campaign for repositioning Frooti would revolve around a brandname ambassador who be someone the youngsters could relate with. This person needed the following characteristics if he was to truly have a mass appeal: one, his name had to be ubiquitous enough; two, he had to lead a life that normal consumers could relate to and three, the storyline needed to be powerful enough to preserve interest. The name 'Digen Verma' was chosen because though it was slightly unusual, it experienced a familiar band to it. The name was well received in southern markets like Kerala, regarding to a test general market trends. Said Bhonsle, "We were buying a national personality, and Verma, as a surname, features in virtually all Indian communities. Alternatively, Digen so doesn't mean anything.

One could probably interpret it is really as Dig-In. " After the name Digen Verma was chosen, a personality had to be built around it. He previously to some type of a job model whom the others would want to imitate.

Over the years the filmstars and cricketers got dished up as role models to the junior. But Parle Agro, interestingly chose an undiscovered entity like Digen Verma and not a superstar like Hrithik Roshan or Sachin Tendulkar to endorse its products. Said Dhaimade, "We wish school kids to drink Frooti without any image hassles. A celebrity's life is always short-lived. Today, he's there, and tomorrow he's not. This notion came from my very own experiences in college or university. The rule is simple. A popular person can do what the hell he wants, people follow.

A freshman has to be very careful of how he behaves. But, most importantly, there are always 'those folks' - legends you've never seen but have heard a whole lot about. The actual fact that you have not seen them makes them larger than life. That's the way the notion of Digen Verma arrived to my brain. "

Having decided on the brand ambassador, Parle Agro needed a catchy and creative promotional advertising campaign, which could talk its intended positioning and differentiate it from its competitors, all within the shoestring budget. Parle Agro rolled out an intense multi-media advertising campaign created by Everest over the nation.

The plan included television commercials (TVCs), outdoor advertising campaign, offline promotions and online advertising campaigns.

The campaign as a part of repositioning

There was no getting from him. A poster at a bus stop in Chennai asked, "Will Digen Verma maintain another bus?" Or, when viewing a movie; there was bound to be an interruption suddenly with a handwritten communication saying, 'Digen, your vehicle has been towed'. And, outside in the automobile park, almost all the cars had stickers on them saying, 'Digen Verma was here. '

In many commercial places in metros and even far off places like Simla, there have been footmarks accompanied by the strange words 'Digen Verma was here' pasted.

There were rumours galore about 'Digen Verma' and his identification. Some thought it was a marketing campaign for the unveiling of some new fashion label, while some thought Digen Verma he was a philanthropist.

The enigma called 'Digen Verma' was all over, in buses, film halls, schools, cyber cafes and stores.

'JUST who is Digen Verma?' That's what the country appeared to be have been curious about.

In the 15 days that the plan lasted in (February 2001), Digen Verma seemed to have become the most talked about faceless name in the country. The 'Digen Verma' advertising marketing campaign was one of the very most interesting and innovative teaser campaigns ever made in India. Designed and executed by Everest Integrated Communications (Everest), it was some teaser campaigns launched by Parle Agrochemicals1 for its mango drink Frooti, which aroused the curiosity of the public, especially teens.

The campaign appeared to have been successful in evoking marvelous interest. Individuals were curious to learn who Digen Verma was, or whether he was only a fictitious identity. "Just wait watching, " said Milind Dhaimade (Dhaimade), Creative Director of Everest, the brain behind this complete campaign. This plan appeared to be the most cost-effective way of promoting Frooti. Said Prakash Chauhan, Chairman, Parle Agro: "It has been the most cost-effective mileage we've got for our brand. " In terms of consumer proposal, it was popular too. Said Dhaimande, "The success of the campaign is beyond our wildest dreams. "

The success of the campaign

The 'Digen Verma' advertising campaign seemed to have been very successful in terms of the interest it made. For Rs. 30 million allocated to it, the customer awareness it was more likely to get for 'Frooti' looked quite remarkable.

Though the advertising campaign have been successful in making interest, some analysts were skeptical about whether a plan could actually generate sales.

They held that a teaser had to deliver, otherwise, all those things curiosity merely served to get people irritated faster. Inevitably, a teaser was not a substitute to promote, nor was it an alternative for brand building.

It was a device, no more no less, that was designed to grab the interest of the buyer. Analysts remarked that a lot of those who had watched this campaign, got indicated certain disappointment when they learned that it was a promotional advertising campaign for Frooti. Some experts experienced that Digen Verma could become larger than the brand, 'Frooti'; this would defeat the reason for the creation.

Parle Agro and its own ad company however sensed that its campaign have been successful in not just evoking interest but also in increasing sales. All said and done, whatever result the 'Digen Verma' campaign ultimately would have on 'Frooti' sales, this campaign was one of the most innovative teaser promotions ever before run in India. However the efficacy of it may be subject to issue, the 'Digen Verma' plan would be appreciated because of its sheer creativeness and the unprecedented public interest it produced.

The tagline of 'Frooti' transformed to 'Just like that. ' Said, Venkateshwar: "A study exposed that while consumers liked Frooti and recalled the brand, they were not ingesting it. The reason why given most of enough time was 'just like that'. " There is thus a need to create some excitement round the brand. Together with the new tagline "Frooti - Just like that" the new advertising campaign outlined the new placement of the merchandise. Prior to the shift, the base line of the advertising for the product was "Juice up your daily life" and "Fresh and Juicy. " Using the hype produced through the teaser campaign and resultant interest generated, in conjunction with changes in packaging and tagline, Parle Agro then used regular advertising across various multimedia (viz. Print marketing, TVC's, on-line campaigns etc. ) focussing on communication of its new positioning and attract the prospective segment.

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