Frooti Marketing Mix

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Marketing Mix of Frooti analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Frooti marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Frooti Marketing Mix:

Product:

Frooti is one the most popular mango flavoured beverages. Frooti is available in 2 flavours Frooti mango and green mango as a part of its product portfolio in its marketing mix. It was available in 2 other flavours- orange and pineapple for a brief time but due to low sales were withdrawn from the market. Recently Frooti moved into brand expansion by the introduction of Frooti Fizz in 2017. The product is mainly available in tetra pack but in recent times has moved into PET bottles and bigger SKUs to compete in this highly competitive market. From the introduction of the Tetra Pak, to being the first to unveil the PET bottle and TCA tetra pack, Parle Agro has kept Frooti enjoyable and refreshing.


Image: company website


Price:

Frooti is offering its products in different SKUs and prices depending upon the consumer requirements, preferences and income level. The smaller Frooti SKUs are available in smaller stores near schools and colleges and bigger SKUs in PET bottles are available in supermarket for house requirements or party requirements. With this Frooti is trying to move into space where other companies are already present so as not to lose out on the market. Overall, the pricing strategy of Frooti can be considered as competitive, looking to take on other beverages.


Place:

Frooti’s distribution channel is one of the best in the country owing to its parent brand Parle Agro. Frooti is estimated to have reach to around 10 lakh outlets through its 1500 distributors throughout India. It is also available in various other countries other than India like Nepal, USA, United Kingdom, Canada, Malaysia and many more countries. For their excellent presence, it won Best Managed Supply Chain and Highest Retail Availability. The excellent availability shows its distribution and place strategy in its marketing mix. Frooti is available in every place be it malls, movie theatres, stores near playground and schools, schools, colleges and office canteen, railway stations and bus stops, super market and general stores, Kirana stores. This has helped it reach every person atleast once in their lifetime and has helped Frooti garner an image in all our hearts especially in the minds of the youth, their target segment.


Promotion:

Frooti has always tried to promote the products as a healthy alternative to carbonated drinks. It first promoted it as a drink for kids. It also promoted to their mothers as a Vitamin C substitute. This helped Frooti garner a huge market share but soon the market for them stagnated. This is when they tried to bring in new flavours which also was a bust. This is when they decided to target the youth between 16-21 with a new campaign and a new funky packaging. This repositioning worked but it was not followed up by subsequent campaign due to which this did not last much with the target market. They have launched a new campaign FrootiLife with Bollywood actors Shah Rukh Khan and Alia Bhatt as brand ambassador and another campaign How to juice a mango. These campaigns have tried to target both the segment of kids as well as the youth. Frooti has launched several taglines to promote its brand on twitter and other social media, like “JuiceUp”, “SRKLovesFrooti” and “FrootiLife”. To promote its new brand extension product Frooti Fizz it has roped in Alia Bhatt and has tried to promote it to the youth with several campaigns. Frooti also promotes its products by giving it to school kids for free, sponsoring school programs and annual day functions. But its major advantage is its supply chain as it is available in every shop near schools and colleges and bill boards of the same have been pasted all over the shops. Hence, this completes the marketing mix of Frooti.


About Frooti:

Frooti is the largest selling mango flavoured drink in India. It was first introduced in 1985 in tetrapak packaging by Parle Agro India Limited. Tetrapak packaging for juices was unknown to India before 1985, and Parle Agro was the first one to introduce it in this format. This added to the promotion efforts of Frooti to place itself as a drink on the go. Their motto is fresh and juicy. Frooti operates in the non-carbonated soft drinks market under the fruit drink sub segment. Frooti has a market share of 85% in this sub segment but its share in the non-carbontes soft drink segment is diminishing at a very fast pace due to the introduction of several fruit juice and nectar based products like Real and Tropicano which have garnered itself a high market share. Frooti drink contains mango pulp, water, sugar, citric acid, ascorbic acid, salt, and approved colouring and flavouring.

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