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DIGEN VERMA CAMPAIGN BY FROOTI
BRAND FROOTI
AD AGENCY: EVEREST
CASE OVERVIEW
First tetra pack drinks to be introduced in the Indian market.
Frooti has a
majority market share of the Rs. 300 cr. tetra pack fruit drink
market.(By
2000) and in various market research it was rated as 100% in
likeability and
quality score . But due to competition in market the brand
recall reduced to
60 % and there were other competitors like maza and slice coming
up in the
market of cold drinks and fruit juices which made the condition
even worse
Change in market segmentAlso there were a few sub segments
created in the market because of age
differences in which 12 years calling them teenagers and 9-12 as
pre
teenagers and they were seeing frooti as a product for kids and
because of
this frooti wanted to change this perception ASAP
OBJECTIVES OF THE STRATEGY
With the digen verma campaign the objectives were
Reposition frooti Increase sales Increase brand recall value of
frooti
They also wanted to create a market segment targeting
Pre-teens (9-12) , Teen agers(12-15), Above teenager(16-19) New
Impulse category
STRATEGY ADOPTED
Parle agro wanted to Differentiate:
Target users- Fruit drink for youths. Occasion- As a fun, for
hang out habits.
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remembered for its sheer creativity and unprecedented public
interest it
generated.
Market share of frooti after this campaign increased to 80%
which clearly shows
us the effectiveness of the campaign it not only created a
repositioning of the
brand also resulted in such a huge increase in the sales
Apart from the promotion of this campaign few other factors also
help in
repositioning of a brand these are
Marketing Socio- Cultural
Product Mix Demographic
Price Physical- Natural-technological
Place Customer & Market
Promotion Competitors & Industry
HR/ Finance Dept. Quality of production.
Political-Economic-Legal improving high productivity.
The campaign created a long lasting impact in minds of consumers
of frooti andthey still connect with digen verma in early 2000
digen verma became a
synonym for frooti and the campaign was hugely popular in all
the age groups
SUBMITTED BY
Abhishek singh Rajpurohit (79)
Aparajita saxena
Chintan buch
Chaitanya
Juanita Jocelyn
