presentation on frooti for marketing

1. ………….
NavpreetKaur Marwa
(NR12074)
Sagar mistry
(NR12080)
Aakash modi
(NR12081)
Presented to :
Prof. jasmin padiya

2. HISTORY
• India first national mango drink (1985)
• First tetrapack concept
• India first drink segment by parle agro.
• Mango frooti! Fresh and juicy- most memorable jingle that
India has heard.

3. ……….

4. Packaging
Packaging
Combination of layers of paper, plastic and aluminium
• Plastic layer-waterproof &light
• Aluminium layer- protects from light, oxygen and odor
• Paperboard- helps the pack to stand up and maintain shape
• Tetrapack-2layers of paper-enhanced shelf life &prevents tamper-proof

5. Packages of frooti
Tetrapack- Pet bottle-
65ml,200ml,250ml pack 250ml,500ml,1000ml bottle
65ml – targeting low income levels
250ml – handy bottle – targeting teens as serve
Pet 250ml – economical & used in canteens, office and colleges
Frooti family size 1liter pet – easy to store in fridge

6. Emotion icons
Emotion icons
Mango emotions known as mangoticons are printed in 200ml
frooti packs.

7. segment
Demographic:
The brand’s consumer section is broadly divided into twosegments.
 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.

8. Target people
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.

9. SWOT
STRENGTHS OF FROOTI
1. Market leader in NCSD category-60% market share.
2. Innovative - First packaged Mango drink in Indian market, first
to introduce Tetra pack, PET bottle packaging in NCSD category.
3. Quick market responder - Introduced 65 ml packaging to cater
different segments.
4. Frooti has got a very large quantity basket - available in various
quantities like 65 ml, 200 ml, 250 ml, 500 ml and 1 Litre.
5. Efficient distribution network-readily available.
6. Frooti is a health drink - Contains Vitamin A.
7. Frooti has got a strong Brand Equity.

10. Swot
• THREATS FOR FROOTI
1. Decreasing share in NCSD category - Fruit juice segment
consisting of Real and Tropicana is increasing at the rate of 20-
25% per annum as compared to sluggish growth in other segment.
2. Presence of huge unorganized market.
3. High consumer preference for flavours other than mango and
green mango.
4. Competition with global giants - Coke and Pepsi.

11. Swot
• WEAKNESSES OF FROOTI
1. Frooti is not perceived as a health drink. As per our survey majority of our
respondent didn’t consider Frooti has a health drink.
2. Frooti has limited variety of flavour - only mango and green mango.
3. “Frooti means mango”, syndrome in the mind of consumers.
4. Margin given to retailers and distributors is less as compared to its
competitors.
5. The main target audience of Frooti is kids.
6. Frooti has no brand ambassador.
7. No brand expansion - Brand equity of Frooti is not utilized properly

12. MARKET SHARE :-
Frooti has 85% market share in the tetra pack segment. 15%
share of the total confectionery market in India
Market Share
Frooti Other brands
15%
85%