Mango drinks

A comparison of mango drinks in India

1. MANGO DRINKS IN INDIA Maaza, Frooti , Tropicana Presented by Anu Damodaran

2. Maaza Coca Cola fruit drink brand Synonymous with mango Marketed in Middle East, Asia, Africa and Eastern Europe Re launched pineapple and orange variants in India which were once dropped Initially sold in returnable bottles but now available in small cartons and PET* bottles

3. Tropicana Owned by PepsiCo Specializes in production of orange juice Tropicana Slice was launched in India in 1993 as a refreshing mango drink Slice Mangola launched in 1994

4. Tropicana Slice was re launched in 2008 with new pack graphics and clutter breaking advertising Creative ‘Aamsutra’ campaign communicates sensuous pleasure through the act of drinking slice 2009 launch of ‘Slice Pure Pleasure Holidays’ giving consumers a chance to win all expenses paid luxurious holidays Endorsed by Katrina Kaif

5. Frooti Flagship product of Parle Agro India Pvt. Ltd and Parle Agro Nepal Pvt. Ltd Launched in TetraPak Packages in 1985 Now available in PET bottles and rectangular shaped packs Exported to around 20 countries Endorsed by Shah Rukh Khan

6. Comparison Category Maaza Tropicana Slice Frooti Taste Similar - more pulpy and sweeter Similar Similar Advertising Parineeti Chopra and Imran Khan Katrina Kaif Shah Rukh Khan Distribution 15 lac outlets 10 lac outlets 10 lac outlets Channel partners Twice as TS and F - - Consumer Relates to fresh and taaza taste of alphonso mangoes Confused between slice and mango juice Confused with campaign targeted to elite colony and party friends Packing PET and tetra pack PET and RGB* Tetra pack Tagline Quench your thirst Romantic Very catchy

7. SWOT Analysis Category Strength Weakness Opportunities Threats Maaza Highest market share, maximum share Forgettable advertising 80% unpackaged mango beverage market Players like paper boat with innovative packaging Tropicana Slice Healthy and tasty fruit juice Small volume product Room for packaging innovation Too much reliance on Katrina Kaif Frooti Legacy, highest sales in tetra pack category Reach Packaging and branding may attract youth New communication may distance kids 8

8. The New Tough Competition Paper b oat

9. Paper boat Tzinga - style pack Tamper proof cap Container feels good in hand Clean and understated style Incredibly thick Natural sweetness Wonderful quality

10. Paper boat A amras : a basketful of mangoes. wrapped in old newspapers. the feast commenced. siblings, cousins locked in battle. the basket did not last long. we sat there, messy, sticky… in heaven . No colors. No preservatives. No artificial flavors. Basically, none of that junk.

11. Hector Beverages What is the future going to be like?