Mango frooti

1. INTRODUCTION FROOTI is the largest selling mango drink in India. Most successful drink offered by Parle Agro India Pvt. Ltd. FROOTI is exported to united states, Canada, the united kingdom, UAE, Saudi Arabia, Malaysia, Maldives, Singapore, Thailand, Australia, Japan, etc. Currently endorsed by shah rukh khan in India. Drink contains mango pulp, water, sugar, citric acid, ascorbic acid, salt and flavour.

2. HISTORY

3. THE NEW PRODUCT

4. SWOT ANALYSIS STRENGTH - INNOVATIVE - LARGE QUANTITY BASKET - EFFECIENT DISTRIBUTION NETWORK - STRONG BRAND EQUITY WEAKNESS - NOT PERCEIVED AS A HEALTH DRINK - LIMITED VARIETY OF FLAVOURS - LESS MARGIN GIVEN TO RETAILERS - MAIN TARGET AUDIENCE – KIDS - NO BRAND EXPANSION OPPORTUNITY - HUGE UNTAPPED SECTOR IN NCSD - HUGE UNTAPPED MARKET IN OTHER FLAVOURS - 55% OF THE POPULATION WILL CONSIST OF BELOW 35YRS – MAJOR TARGET MKT - INCREASING HEALTH AWARENESS- 88% PREFER FRUIT DRINK THREAT - REAL AND TROPICANA IS INCREASING AT THE RATE OF 20-25% PA - PRESENCE OF HUGE UNORGANISED MARKET - HIGH CONSUMER PREFERENCE FOR FLAVOURS OTHER THAN MANGO. - COMPETITION WITH GLOBAL GIANTS

5. MARKETING MIX PRODUCT What are we selling? PLACE Where and how will we sell it? PRICE How much are we selling it for? PROMOTION How will we let people know we are selling it? 4 Ps

6. PRODUCT “SIP FROOTI.. GET NAUGHTY!!”

7. PROMOTION

8. PLACE

9. PRICING TETRA PACK PACKAGING PET BOTTLE PACKAGING

10. CONSUMER BEHAVIOUR OBJECT OF PURCHASE (WHAT?) OPERATION OF PURCHASE (HOW?) ORGANISATION OF PURCHASE (WHO?) OBJECTIVE OF PURCHASE (WHY?) OCCASSION OF PURCHASE (WHEN?) OUTLET OF PURCHASE (WHERE?) 6 Os

11. SEGMENTATION DEMOGRAPHIC PSYCHOGRAPHIC Kids Teenagers Women Elderly people Mango lovers Better than cola

12. TARGETING PRIMARY MARKET KIDS – fond of fruit juice TEENS – more experimental YOUTH – experimental & more buying power Working people Women Elderly people SECONDARY MARKET Travel industry – airlines, railways & local transport systems Recreational – movie theatre , malls etc.

13. POSITIONING FROOTI was positioned as drink for kids and the product was perceived as a healthy fruit drink by mothers as an alternative to colas. It was positioned as a contemporary and youthful drink. A trendy drink for all mango lovers..!!

14. FORECASTING

15. THANK YOU !!