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Friday Frooti Magic....A Juicy Story...
Why FROOTI was an instant hit in the Indian market?
This will help you to understand that it is really important to think what your audience wants, be creative about it and success will follow you.
It was 1984..
(1/n)
Friday Frooti Magic....A Juicy Story...
Why FROOTI was an instant hit in the Indian market?
This will help you to understand that it is really important to think what your audience wants, be creative about it and success will follow you.
It was 1984..
(1/n)
It was year of change..
In 1984, Chauhan family set its foot into the vast expanse of food and beverage industry with the introduction of Parle Agro.
Prakash Chauhan revealed that he wanted to launch a mango drink as India’s love for mangoes was well-known.
(2/n)
In 1984, Chauhan family set its foot into the vast expanse of food and beverage industry with the introduction of Parle Agro.
Prakash Chauhan revealed that he wanted to launch a mango drink as India’s love for mangoes was well-known.
(2/n)
What was the goal??
The goal was to come up with a mango drink that would be available throughout the year & which will reign in the heart of all people despite kids and adults for generations.
(3/n)
The goal was to come up with a mango drink that would be available throughout the year & which will reign in the heart of all people despite kids and adults for generations.
(3/n)
After a lot of planning and research Parle Agro finally launched its mango drink brand “Frooti” in 1985
But there was a challenge
As it was not the first mango drink in the market, the key to success was not so easy. But,packaging system has a great contribution to its success
But there was a challenge
As it was not the first mango drink in the market, the key to success was not so easy. But,packaging system has a great contribution to its success
Innovation was key...
The big thing that will change packaging forever –for convenience
Frooti was launched in an extremely innovative packaging. It was the first Tetra Pack packaged drink in India.
(5/n)
The big thing that will change packaging forever –for convenience
Frooti was launched in an extremely innovative packaging. It was the first Tetra Pack packaged drink in India.
(5/n)
At that time, cold drinks were sold in glass bottles which were to be returned after consumption.
Whereas, Frooti was launched in a green rectangular, convenient grab-and-go packaging.
Then spectacular change happened...
(6/n)
Whereas, Frooti was launched in a green rectangular, convenient grab-and-go packaging.
Then spectacular change happened...
(6/n)
Company’s target audience was kids and teenagers. The company understood the need of their target audience.
The target audience always remains rushing for somewhere and sometimes it becomes difficult to feed kids.
What did company do??
(7/n)
The target audience always remains rushing for somewhere and sometimes it becomes difficult to feed kids.
What did company do??
(7/n)
Innovation..
Company came up with an innovative idea to add a straw that can easily be punched in for consumption of the drink..
Then marketing magic needed...
(8/n)
Company came up with an innovative idea to add a straw that can easily be punched in for consumption of the drink..
Then marketing magic needed...
(8/n)
And the magic was done...
The marketing team of GM Menon and Arun Lahori composed the reputed tagline for this famous mango-drink “Mango Frooti, Fresh and Juicy”.
The tagline is still the same because it expresses the taste of Frooti in exact words.
(9/n)
The marketing team of GM Menon and Arun Lahori composed the reputed tagline for this famous mango-drink “Mango Frooti, Fresh and Juicy”.
The tagline is still the same because it expresses the taste of Frooti in exact words.
(9/n)
From TVC ads to package, Frooti always strives to remain creative and innovative.
It tries to improvise its outlook according to the period but guaranteed to provide the same taste and quality every time.
Next was focus on SCALE..
(10/n)
It tries to improvise its outlook according to the period but guaranteed to provide the same taste and quality every time.
Next was focus on SCALE..
(10/n)
The brand has extended its presence in other countries too like UAE, USA, Zambia, Japan, Ghana, Australia, New Zealand, Singapore, Thailand, Malaysia, and the Maldives and so on...
Also set-up unit in Nepal for domestic production...
Ofcourse there is COMPETITION..
(11/n)
Also set-up unit in Nepal for domestic production...
Ofcourse there is COMPETITION..
(11/n)
Frooti had a 25.6 percent share in India’s Rs 6,300-crore mango drink category vs. Slice’s 23.4 percent share in the quarter ended March, said industry insiders quoting data from researcher Nielsen
Coca-Cola’s Maaza has maintained the top spot with a share of 48 percent
(12/n)
Coca-Cola’s Maaza has maintained the top spot with a share of 48 percent
(12/n)
And GLORY still remains..
After 36 years of its launch, it is still one of the best-selling beverage brands in India & 2nd largest mango drink in the country
Only for educational purpose..information taken from various public sources
Connect: technofunda.co/connect
(13/n)
After 36 years of its launch, it is still one of the best-selling beverage brands in India & 2nd largest mango drink in the country
Only for educational purpose..information taken from various public sources
Connect: technofunda.co/connect
(13/n)
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