FROOTI
MARKETING REPORT
SUBMITTED TO: [Link]
SUBMITTED BY:
Section ‘B’
GROUP-6
Sahana-18081
Sainath-18117
Annapoorni-18093
Pavan-18105
Chirag-18069
Table of Contents
[Link] Soft Drink Industry ......................................................................................4
[Link] -Parle Agro .............................................................................................5
2.1 Organization Structure of Company .................................................................6
[Link] -Frooti ...........................................................................................................7
[Link] Mix.............................................................................................................8
[Link] Line ............................................................................................................9
....................................................................................................................................9
[Link] Targeting and Positioning (STP) ...................................................10
6.1 Segmentation ..................................................................................................10
6.2 Target Market .................................................................................................11
6.3 Positioning ......................................................................................................11
6.4 Marketing Strategy .........................................................................................11
[Link] OF FROOTI IN TERMS OF 4PS ..........................................................12
7.1 Product ............................................................................................................12
7.2 Place ................................................................................................................12
7.3 Price ................................................................................................................12
7.4 Promotion........................................................................................................12
[Link] Activities ..........................................................................................13
8.1 Marketing Strategy .........................................................................................13
8.2 Marketing Size, growth and demand ..............................................................13
8.3 Marketing Opportunities .................................................................................13
[Link] ANALYSIS...............................................................................................14
9.1 Strength ...........................................................................................................14
9.2 Weakness: .......................................................................................................14
9.3 Opportunities: .................................................................................................15
9.4 Threats: ...........................................................................................................15
[Link]’s Analysis ........................................................................................15
i. Tropicana ........................................................................................................15
ii. Dabur Real Fruit Juice ....................................................................................16
iii. Godrej Jumpin Mango Juice .......................................................................16
[Link] ..........................................................................................................16
[Link] ...............................................................................................17
References ................................................................................................................17
Figure 1 Organization Structure of the Company......................................................7
Figure 2 Product Line of Frooti ...............................................................................10
1. Indian Soft Drink Industry
The 50-billion-rupee soft drink industry is growing now at 6 to 7% annually. In India,
Coke and Pepsi have a combined market share of around 95% directly or through franchisees.
Campa Cola has a 1% share, and the rest is divided among local players. Industry watchers say,
fake products also account for a good share of the balance. There are about 110 soft drink
producing units (60% being owned by Indian bottlers) in the country, employing about 125,000
people. There are two distinct segments of the market, cola and non-cola drinks. The cola
segment claims a share of 62%, while the non-cola segment includes soda, clear lime, cloudy
lime and drinks with orange and mango flavors.
The per capita consumption of soft drinks in India is around 5 to 6 bottles (same as
Nepal's) compared to Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73, the Philippines 173 and
Mexico 605. The industry contributes over Rs 12 bn to the exchequer and exports goods worth
Rs 2 bn. It also supports growth of industries like glass, refrigeration, transportation, paper and
sugar. The Department of Food Processing Industries had stipulated that 'contains-no-fruit-juice'
labels be pasted on returnable glass bottles. About 85% of the soft drinks are currently sold in
returnable bottles. There was a floating stock of about 1000 million bottles valued at Rs 6 bn. If
the industry were to abide by the new guidelines, it would have to invest in new bottles, resulting
in a cost outgo of Rs 5 bn. Neither Coke nor Pepsi is in a position to invest such a large amount.
Around 400,000 tons of raw materials would be required to replace the existing stock of
bottles. Instead, the soft drink industry suggested that a seven-year moratorium be extended to
the industry so that it can incorporate the change in a phased manner. There is no such
mandatory requirement anywhere in the world to specifically label the glass surface of returnable
bottles. The government has decided to extend the date for replacing the bottles to end-march
2006. In the meantime, the producers have shifted substantially to the use of PET bottles.
Soft and aerated drinks were considered products for the middle class and the affluent.
That segregation is no more valid. Soft and aerated drinks are consumed by all except those who
cannot afford to buy any drink. An NCAER study says that 91% soft drink sales are made to the
lower, middle and upper middle classes. The soft drink industry has been urging the
government to categorize aerated waters (soft drinks) equitably with other consumer products of
mass consumption and remove special excise duty.
The industry estimates that the beverage market should grow at twice the rate of GDP
growth. The Indian market should have, therefore, grown by at least 12%. However, it has been
growing at a rate of about 6%. In contrast, the Chinese market grew by 16% a year, while the
Russian market expanded at almost four times the rate of growth of the Indian market.
Pepsi India has entered into a marketing tie up with Hindustan Lever to promote sales of
soft drinks through Pepsi-HLL network of vending machines and fountains. The major soft drink
brands in the Pepsi stable are Pepsi, 7UP, Miranda, Tropicana and Aquafina.
As a major strategic departure, both MNCs were expanding their brand range. Consequent to
some diversifying moves, at present, the sales ratio of Coca-Cola between soft drinks and other
beverages is 95.5. The company intended to change this to 80:20 in the next three years. Its juice
brand, Maaza - acquired from Parle a few years ago - is being given a major thrust. It has plans
to go in for canned coffee, iced tea and purified categories under expansion schemes. It has
already launched its bottled water brand, Kinley, in the Indian market. Besides, it is intending to
acquire domestic brands in the non-carbonated beverages segment.
IFB Agro Industries has handed over the distribution rights of Cadbury Schweppes in favor of
Coco-Cola India, following the global takeover of Schweppes beverages by Coke. The company
still retains the bottling rights for the beverages. It was noticed for the first time during the
summer of 2004 that soft drink companies were registering a slower growth in the sale of bottled
water at 20% compared to 35% in case of drinks.
2. Company -Parle Agro
COMPANY NAME PARLE PRODUCT PVT LMT
HEAD QUARTERS MUMBAI
LOCATION BHOPAL, CHENNAI, HYDERBAD,
BANGLORE.
CEO OF PARLE AGRO SCHAUNA CHAUHAN
DIRECTOR OF PARLE AGRO NADIA CHAUHAN
In 1929 a small company by the name of Parle products emerged in British dominated
India. The intent was to spread joy and cheer to children and adults alike, all over the country
with its sweets and candies. The company knew that it wouldn't be an easy task, but they decided
to take the brave step. A small factory was set up in the suburbs of Mumbai, to manufacture
sweets and toffees. Apart from the factories in Mumbai and Bangalore Parle also has factories in
Bangalore Parle also has factories in Bahadurgarh in Haryana and Neman in Rajasthan.
It is the largest manufacturer of biscuit and confectionary, for almost 80 years. Many of
the Parle products - biscuits or confectioneries, are market leaders in their category and have won
acclaim at the Monde Selection, since 1971, with 40% share of the total biscuit market and a
15% share of the total confectionary market in India. Parle agro has grown multimillion-dollar
Company. Parle agro – a trusted name in the beverage industry for agro based drinks. It the only
experienced company having a successful launched the products like frooti, appy fizz classic,
Bailley Packaged Drinking Water & Confectionery brands like Mintroxand Buttercup'.
A pioneer in the Indian industry, Parle Agro is associated with many firsts. They were the
first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to
introduce fruit drinks in PET bottles.
OBJECTIVE OF THE COMPANY
1. To build the successful channel relationship.
2. To outline the terms and conditions for establishing partnership.
3. To integrate sales.
QUALITY ASSURANCE
All the products of PARLE PRODUCT LMT are maintained in the hygienic Conditions.
Greater care is taken in selecting the raw material for the company. Every product the company
is checked by quality experts using the most modern equipment.
PRODUCT RANGE
“FROOTI”- mango drink.
“APPY FIZZ”- carbonated drink.
“BAILLEY”- package drinking water.
MEMBERSHIP
Agricultural and processed food product export development authority (APEDA).
Federation of Indian chamber of commerce and industry (FICCI).
Project exports promotion council of India (PEPC).
Federation of Indian export organizations (FIEO).
2.1 Organization Structure of Company
An organizational structure is a mainly hierarchical concept of subordination of entities
that collaborate and contribute to serve one common aim. Organizations are a variant
of clustered entities. An organization can be structured in many different ways and styles,
depending on their objectives and [Link] structure of an organization will determine the
modes in which it operates and performs.
DIRECTOR
Personal Plant Finance Marketing Logistic
Dept. Manager Dept. Dept. Dept.
Personal Production Finance Marketing Logistic
Manager Manager Manager
Manager
Asst. personal Maintenance Account Territory Development
Manager Engineer officer Manager
Staff Electrical Asst A.D.M
officer Account
Laboratory staff Cashier Customer Supervisor
Store supervisor Executive
Figure 1 Organization Structure of the Company
3. Brand -Frooti
Frooti is the largest-selling mango flavored drink in India. 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 Tetra Pak packages. It is also now
available in PET bottles and rectangular shaped packs. Frooti is exported to the United States,
Canada, the United Kingdom, the United Arab Emirates, Saudi Arabia, Malaysia, Maldives,
Singapore, Thailand, New Zealand, Australia, Mozambique, Ghana, Malawi, Zambia, Nigeria,
Tanzania, Japan, Ireland, etc. Frooti is currently endorsed by Allu Arjun and Alia Bhatt in
India. Frooti was launched in a green rectangular Tetra Pak as a ready-to-serve mango drink.
Although it wasn't the first mango drink, Frooti quickly acquired a large market share. The
packaging played a major role behind its success, since it could be carried easily and
conveniently. Frooti also provided a refreshing mango taste that translated into a huge demand
for itself. The tagline "Mango Frooti, Fresh and Juicy", was created by the marketing duo-team
of Arun Lahori & GM Menon.
Over the years the brand has experienced a series of repositioning. From the original
tagline "Mango Frooti, Fresh and Juicy" to "Juice Up your Life". Eventually, the original tagline-
"Mango Frooti, Fresh and Juicy" was reinstalled. The present ad campaigns focus on reaffirming
Frooti's leading position across India in a confident manner.
Historically, Frooti did not have a brand ambassador, but Bollywood 'king' Shah Rukh
Khan currently endorses Frooti. He has shot a TV commercial for the brand with children, which
had Twitter hash tag "#SRKLovesFrooti". The advertisement promotes PET bottles in the ad
rather than a Tetra pack which they used to normally show in all their ads till now.
Along with the brand film, the marketing plan includes outdoors, BTL, mall activation,
visibility at retail outlets (POP) and a strong digital presence. The first leg of this campaign was
launched on social media and as per Kurup in less than a week, its total timeline deliveries
amounted to 52 million. It managed to garner over 8 million Twitter handles and a count of
80,000 tweets. Frooti's YouTube channel views increased by 2.5 million and subscribers
increased by 600%. The brand has spent 40% more on its marketing this year.
4. Product Mix
Parle frooti categorized it’s a drink as a need satisfying product that helped quench
consumer thirst. It stressed on the fact that it is a fun and healthy drink to have. The company as
a very vast product line ranging from biscuit to sweets to beverage to snacks. It is a food and
beverage company that has a leader ever since its growth and maturity stage. The product length
comprises around 20 biscuit varieties (hide and seek, Monaco, 20-20, parle-G and etc.). Frooti
is one of the product lines of parle beverages. Frooti is available in 65ml and 200ml tetra pack,
250ml, 500ml, 1ltr, 1.5ltr PET, 200ML, 2ltr PET in selective market.
The chief consumers are young masses. beside direct consumers, hoteliers, restaurant
owners and various soft drinks peddlers also used them. Thus, it can be said that these are the
product of mass consumption.
In Mumbai marketing company the head of sales & marketing department is in charge of
all the marketing activities i.e. sales promotion, publicity, advertisement, market survey and
shipping. Through his main function is to have a control of the out let distribution, sales manager
is assisted by sales executives and sales supervisor.
5. Product Line
A product line is "a group of products that are closely related, either because they
function in a similar manner, are sold to the same customer groups, are marketed through the
same types of outlets, or fall within given price ranges. “Many businesses offer a range of
product lines which may be unique to a single organization or may be common across the
business's industry.
PRODUCT LINE OF FROOTI AND ITS DETAIL
FROOTI BOTTLE/CASE COST PER PC. MRP/CS MRP/PC
TCA 80 PCS 212.00 2.65 240.00 3.00
TCA JAR 24 PCS 60.00 2.50 60.00 3.00
200ML 24 PCS 216.00 9.00 240.00 10.00
500ML 24 PCS 540.00 22.50 600.00 25.00
1000ML 12 PCS 486.00 40.50 540.00 45.00
1500ML 08 PCS 432.00 54.00 480.00 60.00
Frooti 65 ml TCA Frooti Tetra Pack 200 Frooti Pet 200 ml
ml
03
02
01
Frooti 500 ml Frooti Pet 1000 ml Frooti 1500 ml
04 05 06
Figure 2 Product Line of Frooti
6. Segmentation Targeting and Positioning (STP)
Segmentation, targeting, and positioning together comprise a three-stage process.
Determine which kinds of customers exist.
Select which ones we are best off trying to serve.
Implement our segmentation by optimizing our products/services for that segment
and communicating that we have made the choice to distinguish ourselves that
way.
6.1 Segmentation
Frooti’s consumer section is broadly classified in two segments.
The primary segments consist of children’s in the age group of 4-12 years. This is
because of the growing health awareness among mothers who are very particular about giving
fruit drinks to their kids.
The secondary segments consist of all the adults those who love fruit based drinks
because they are wholesome and non-carbonated.
6.2 Target Market
Recreational
Kids
Lifestyle
Sports
Fitness
Health
Primary Market: -
Kids
Teens
Youth
Working people
Women
Elderly people
secondary market
travel industry (airlines, railways)
recreational centers (movie halls, community sectors)
6.3 Positioning
Frooti is India's legendary and iconic mango drink. When frooti was launched in 1985, it
came in as a really contemporary and youthful mango drink. Frooti was the first brand to
introduce fruit drink in tetra packs to Indian consumer. It was cool to have a frooti. Even the
imagery in frooti commercials was way ahead of anything Indian society was exposed to. In the
1990's the commercials revolved around the king of fruits mango. As frooti entered the second
decade the brand realized that they have to change perception that frooti was made just for kids.
There was a need of new positioning. They had to make frooti more relevant to the youth. The
youth frooti campaign, Digen Verma campaign and Bimdass campaign were steps in that
direction. Being the market leader in fruit drinks, it is important that frooti stands out while
retaining the brand associations with mangoes. Frooti's recent campaign "why grow up" lays the
foundation for long term strategy and vision of the brand. It not only highlights the brand
makeover, it also stays true to its core mango value.
6.4 Marketing Strategy
Marketing strategy is the complete and unbeatable plan designed specifically for attaining
the marketing objectives of the firm. The market objective indicates what the firm indicates,
what the firm wants to achieves, the marketing strategy provides for achieving them. Marketing
strategy is the complete and unbeatable plan designed specifically for attaining the marketing
objectives of the firm.
When the Parle food Company entered in the Indian soft drink market, the market was
already prevailed by coke and previously it was Godrej, Pepsi tried to establish in India with a
unique marketing policy, Parle took into consideration of youth segment target markets. Though
the advertisement of Pepsi highlighted the style of living of young generation with different walk
of life. Frooti brought in its advertisement different stalwart’s personalities from different fields.
It has attracted the young generation and of course increases the sale of Frooti.
7. STUDY OF FROOTI IN TERMS OF 4PS
7.1 Product
Frooti is a soft drink and includes ingredients like mango pulp, sugar, water, citric acid,
ascorbic acid, flavoring and approved coloring. It was launched in Tetra Pak packages and is
available in size of 200ml, 1 liter and 250ml. It is available in pet bottles of several sizes like
200ml, 250ml, 500ml, 1.2litre, 2litre. It is made from premium mangoes and has vitamin A that
is necessary for healthy skin, growth and eyesight. It is available in 2 variants that is Frooti
Mango and Frooti Green Mango.
7.2 Place
Frooti has a strong international presence and is available in several countries like UAE,
Australia, New Zealand, Malaysia, United Kingdom, United States and Canada. It is an Indian
product that is available in every nook and corner. Its distribution Channel includes more than
1500 wholesalers and distributors to reach an estimated ten lakh retail outlets. It is readily
available in every grocery shop, school canteens, supermarkets, malls, movie theatres, bus
stations and railway stations.
7.3 Price
Frooti has remained as a customer-centric company and has adopted pricing policies to
suit this concept. Frooti has adopted an economic pricing policy for its product as it wants to
create a greater reach in terms of volume. Its product is reasonable and affordable so that one
does not have to think twice before making a purchase. Its economic prices and excellent
distribution system have helped brand in penetrating in both rural and urban markets. According
to its contents and packaging, Frooti is available in diverse price ranges like Rs 60, 45,25,15,12.
Low rates have contributed in easy buying through customers.
7.4 Promotion
The strategic planning of the company involves helping the organization’s view their
future goals clearly. Strategic marketing planning involves planning the brand strategy, the
product strategy, the sales promotion strategy and the advertisement strategy.
8. Promotional Activities
Sales promotion is a key ingredient in marketing campaigns, consists of a diverse
collection of incentive tools. Mostly short-term design to stimulate quicker and greater purchase
of particular products or services by consumers. To generate more sales as well as create and
maintain its products the company carried out several promotional activities and vital role in
marketing.
The company carried out its promotional as a control and integrated programmed of
communications and material design to present its product to the prospective customers. It also
helps in communicating the needs satisfying qualities of soft drinks to facilitate the sales and
eventually to contribute towards the profit in long range. Several tools were used for the
promotion purpose.
8.1 Marketing Strategy
The strategic planning of the company involves helping the organization’s view their
future goals clearly. Strategic marketing planning involves planning the brand strategy, the
product strategy, the sales promotion strategy and the advertisement strategy.
8.2 Marketing Size, growth and demand
The total fruit beverage market is placed at Rs.22 billion with the fruit-based beverage
market constituting 25% of the overall market. Thus, the fruit-based market is currently a
potential of Rs.5.5-6 billion. Until 3 years ago, the market which largely consisted of fruit drinks
was growing at 30% due to its low base. But with the launch of new products in the niche
segments like nectars and juices, the fruit drink market growth reduced to 10%as compared to
30% growth rate of juices and nectars. The pure fruit juices segment is estimated at 100 crores
and is growing at 40% growth rate while synthetic segment is at 10% only. The per capita
consumption of juice in India is estimated at 200ml, which is expected to rise China has attained
a consumption level of 1500ml.
8.3 Marketing Opportunities
Today there is growing health and wellness consciousness among consumers and an
increasing importance given to fitness and healthy lifestyle choices. Changing work and lifestyle
habits leave less time for home cooking and therefore spur demand for convenience and
‘complete nutrition’ from meal replacements. There is a greater inclination to ‘self-care’ rather
than ‘medicate’, a greater awareness of the ‘functional’ benefits of health beverages and greater
willingness to pay a premium for such beverages. Some of the popular brands vying for a share
in this sector are Parle’s Frooti, Godrej’s Jumpin, Coca Cola’s Maaza, Pepsi’s Tropicana, and
Dabur’s Real, Nestlé’s Milo, Soy milk from ProSoya, and other branded fruit juices.
9. SWOT ANALYSIS
A SWOT analysis must first start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model. Strategic Planning has been the
subject of much research.
Strengths: attributes of the person or company that is helpful to achieving the objectives.
Strength of an organization originates from its intrinsic capabilities and environment condition.
Weakness: attributes of the person or company that is harmful to achieving the
objectives. Weakness arises from adverse internal and external factor.
Opportunities: external conditions that is helpful to achieving the objectives. It implies
the area of profitable investment (these are created by growth of country and industry).
Threats: external conditions which could do damage to the objectives. It results from new
competition, substitute product, etc.
Planning for an enterprise is entirely based upon Strength, Weakness, Opportunity, and
Threat (SWOT). The SWOT is an excellent technique for strategic planning.
9.1 Strength
1. Novel USP of an “on the go” drink: besides marketing mango as a juice, Frooti created
magic through its tetra pack packaging by making the drink accessible and easy to
consume for everyone.
2. Well convinced imagery: from the very early days of its inception Frooti was always a
result of branding success. The name was conceived by the agency and was apt to the
flavor of the drink. The drink has always positioned as youthful and energetic and the ads
were way ahead of time even during the eighties.
3. Packaging: Frooti owes its success as much to its packaging as its flavor and taste. It was
the first drink to be sold in tetra packs and people could carry it around easily and
logistics during distribution was also less challenging.
4. Association with Parle: India and Indians have always been closely associated with brand
Parle and their products including their confectionery and juices have been widely
accepted. the fact that Frooti was associated with Parle gave it a very desi image in
comparison to its competitors Maaza and Slice.
9.2 Weakness:
1. Excessive focus on one flavor: while the competitors have tried out variants of their
mango-based drinks like pineapple or lemon, Frooti has always been associated with
mango and the only variant it has come up with is the Frroti Fizz which was not a huge
success.
2. Failure to adhere to regulations: Frooti was dragged into major scandal as food
authorities found that there was serious non-compliance in adherence to safety standards.
This creates a lot of negative media publicity for the brand.
3. Failed variants: though Parle tried to introduce Frooti Fizz as a variant and also tried brief
stints with pineapple all these were a major failure and thus the company had to depend
solely on Frooti and its sales. However, the sales started stagnating and the brand started
losing its sheen.
9.3 Opportunities:
1. Growing health concerns: with more and more information available over the internet,
people are highly conscious of their health today. There is a huge campaign against
aerated drinks and many families have shifted completely from aerated drinks to fruit
juices. This offers a huge potential for drinks in this fruit juice category.
2. Hygiene concerns: people are concerned about hygiene today as food and water-borne
diseases have become increasingly common. Thus, they prefer to get store-bought juices
that are packaged hygienically than juices that are freshly prepared since they are unsure
about the quality of water used. This is yet another opportunity for nectar-based fruit
juices like Frooti.
3. Habitual behavior: with the increase in the retail outlets procurement of fruit juices is no
longer cumbersome. Thus, consuming fruit juices have become a common thing today
and many uses it along with breakfast as well as with between meals snacks. This
habitual behavior is something that juice makers can exploit.
9.4 Threats:
1. Competition: the juice segment is one of the most competitive segments in the market
today. Right from aerated drinks to healthy juice options Frooti has no dearth of
competition. Some of its main competitors include Tropicana, Real, Maaza, and Slice.
10. Competitor’s Analysis
i. Tropicana
Brand History: -Tropicana was founded in Bradenton, Florid, USA, in 1947. And
is now enjoyed and almost everywhere in the world. Carefully nurtured for over 50 years,
it has matured into one of the most respected beverage brands. Today it is the world’s no.
1 juice brand and is available in 63 countries. Since 1998, it has been owned by PepsiCo.
Inc. Tropicana Premium Gold was re-launched as Tropicana 100% in year 2008.
Brand Advantage: - It continuous to select the best in fruit to craft high-quality
juices, create original products, pioneer innovative processes and explore new markets
for its product. It is developed towards a healthful lifestyle by ensuring that the products
are naturally nutritious and provide the daily benefits that one needs. Tropicana comes in
two varieties. 100% juices (sold as Tropicana 100%) and juice beverages & nectars (sold
as Tropicana).
ii. Dabur Real Fruit Juice
Real has been the preferred choice of consumers when it comes to packaged fruit
juices, which is what makes India’s no. 1 fruit juice brand. A validation of this success is
that real has been awarded ‘Indian’s Most Trusted Brand’ status for four years in a row.
Today, Real has 14 exciting variants -from the exotic Indian Mango, Musambi,
Guava & Litchi to international favorites like Pomegranate, Tomato, Cranberry, Peach,
Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large
range helps cater different needs and occasions and has helped real maintain its dominant
market share.
A research conducted by Blackstone Market Facts even pointed out the rule the
Real was preferred by over 50% of the respondents. What’s more Real was liked for
being the better tasting juice – a category where likeability is primarily driven by taste.
iii. Godrej Jumpin Mango Juice
The food division of Godrej industries produces and markets Edible oils,
Vanaspati, Fruit nectar and bakery fats.
The division has two state-of-the-art manufacturing facilities: at Wadala in
Mumbai, the capital of the western Indian state of Maharashtra; and at Mandi
deep near Bhopal in the Northern Indian state of Madhya Pradesh. It has national
distribution network consisting of 800 distributors and 24 consignment agents.
The plants are equipped with the best of modern equipment for the processing and
packaging of a wide variety of food products.
These include: The ‘Jumpin’ range of fruit drinks which come in flavors such as
mango, apple, pineapple and orange. The ‘Xs’ range of fruit nectar (mango, litchi,
sweet orange and pineapple flavors). Tomato puree (under the Godrej brand).
Fruit pulp and juices in bulk are as optic packaging.
11. Conclusion
1. Frooti and other soft drinks are mostly sale in the general store so we can say that the
better place for improving sale is the general store and after that other place is the pan
shop.
2. In the outlet the mostly soft drink is available and Frooti and Maaza are the more frequent
soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur
real.
3. According to the retailer the nearest competitor of Frooti is the Maaza and Slice.
4. Other soft drink is the Jump in and other local fruits juice.
5. The distribution network of the Frooti brand is good as regards to their near competitors
like Maaza and Slice.
6. In the market the maximum customer knows about the branded soft drink so this is
advantage for the soft drink brand in the market.
7. In the market the most customer age segment is the 15 to 35. They are the prominent to
visit the retail shop and purchase the soft drink
8. Aggressive advertisement is the beneficial promotional activities for the sale promotion.
Maximum retailer is agreeing from the aggressive advertisement.
12. Recommendations
Frooti in other Flavors
1. As per the latest survey, 77 % of the respondents want frooti in other flavors like
pineapple and grape.
2. Frooti is available in Orange, Strawberry and Pineapple flavors in selected cities
in Maharashtra like Mumbai and Pune. But these flavors are not available in other
cities in India.
3. Frooti should also be made available in grape flavor as there is a great demand for
this flavor, especially in the under than 20 age group segments.
Promotion
1. The Nutrient content of frooti should be highlighted on the package so that the
consumer can become more aware and perceive frooti as a health drink.
2. Taking the cost consideration into account, Parle Agro can go for more distributor
and retailer margins, as by getting more margins the retailers and the distributors
will promote Frooti more efficiently.
3. Parle can also promote Frooti by providing various offering like Refrigerators.
4. The quality standard of Frooti should be approved by a reputed authority or
organization (like ISO series) and this be promoted.
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Thank You!
