Frooti Marketing Plan
Marketing Management Project Report
September 2014
Title Page No.
INDEX
Executive Summary 3
History 4
Parle Agro Brands 4
Innovation at Parle Agro 6
Marketing for Frooti 7
Porters 5 force analysis 9
Frooti Aam Panna 11
Frooti Sugarfree 14
Financial Analysis 18
Sources of Information 18
Executive Summary
Frooti is India's legendary and iconic mango drink. It is the largest-selling mango flavored drink in India. It was launched in 1985 and it came in as a really contemporary and youthful mango drink. It is the flagship product of and the most successful drink offered by Parle Agro India Pvt. Ltd.in India and Parle Agro Nepal Pvt. Ltd. in Nepal. Frooti was launched in 1985 in TetraPak packages. Parle has been known for its innovations in its products some of which are Appy and Hippo. It was the first Indian brand that used Tetra Pak technology of hygiene and durability to package its beverages. In order to promote Frooti is offered in size variants: 1 litre (35 imp fl oz; 34 US fl oz), 250 ml (9 imp fl oz; 8 US fl oz) and 200 ml (7 imp fl oz; 7 US fl oz) Tetra Pak. In its first decade of launch Frooti was positioned as a drink for kids and then it was repositioned for the diverse age groups including teenagers, college going students and adults.
This project is an effort to come out of monotonous brand association of Frooti with sweet mango juice drink and introducing a new spicy flavor to Frooti which ultimately contributes in increasing the depth of product mix. The product can be uniquely positioned as a healthy alternative mango drink and make its presence felt in the previously untapped market of consumers seeking sweet yet healthy fruit drinks. In this report we have recommended Frooti to expand its market by launching two new Product Mixes namely: Frooti Aam Panna and Frooti Sugarfree. Frooti Aam Panna is a spicy raw mango juice drink which none of the major market leaders have tapped yet. It is a very popular mango drink in the
September 2014
Title Page No.
INDEX
Executive Summary 3
History 4
Parle Agro Brands 4
Innovation at Parle Agro 6
Marketing for Frooti 7
Porters 5 force analysis 9
Frooti Aam Panna 11
Frooti Sugarfree 14
Financial Analysis 18
Sources of Information 18
Executive Summary
Frooti is India's legendary and iconic mango drink. It is the largest-selling mango flavored drink in India. It was launched in 1985 and it came in as a really contemporary and youthful mango drink. It is the flagship product of and the most successful drink offered by Parle Agro India Pvt. Ltd.in India and Parle Agro Nepal Pvt. Ltd. in Nepal. Frooti was launched in 1985 in TetraPak packages. Parle has been known for its innovations in its products some of which are Appy and Hippo. It was the first Indian brand that used Tetra Pak technology of hygiene and durability to package its beverages. In order to promote Frooti is offered in size variants: 1 litre (35 imp fl oz; 34 US fl oz), 250 ml (9 imp fl oz; 8 US fl oz) and 200 ml (7 imp fl oz; 7 US fl oz) Tetra Pak. In its first decade of launch Frooti was positioned as a drink for kids and then it was repositioned for the diverse age groups including teenagers, college going students and adults.
This project is an effort to come out of monotonous brand association of Frooti with sweet mango juice drink and introducing a new spicy flavor to Frooti which ultimately contributes in increasing the depth of product mix. The product can be uniquely positioned as a healthy alternative mango drink and make its presence felt in the previously untapped market of consumers seeking sweet yet healthy fruit drinks. In this report we have recommended Frooti to expand its market by launching two new Product Mixes namely: Frooti Aam Panna and Frooti Sugarfree. Frooti Aam Panna is a spicy raw mango juice drink which none of the major market leaders have tapped yet. It is a very popular mango drink in the