Sustainable/Holistic Marketing

Holistic Marketing

A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society and in the lives of the customers.It attempts to develop and maintain multiple perspectives on the company's commercial activities.

Holistic marketing by frooti

Frooti, the Indian mango drink, is being promoted in a television commercial featuring Bollywood superstar Shahrukh Khan. The film, shot after a game practice, inter cuts between Shahrukh gulping Frooti and a bunch of little soccer players yearning for the mango drink. The film is backed by a holistic marketing plan which includes innovative outdoor, BTL, mall activation, visibility at Retail outlets (POP) and strong digital presence. Social media will be the focus of the communication plan, with activities on Twitter and Facebook.The Frooti campaign was developed at Creativeland Asia, Mumbai.

Segmentation, Targeting and Positioning(STP) and Marketing Strategies

Segmentation, targeting, and positioning together comprise a three stage process.  We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.

                                                

Segmentation-
Frooti's consumer section is broadly classified in two segment.

• The primary segments consists of childrens 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 consists of all the adults those who love fruit based drinks because they are wholesome and non-carbonated.

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)

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 realised that they have to change perception that frooti was made just for kids.There was a need of new positioning.They had to make froorti more relevant to the youth.The YO 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.

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 established  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 increase the sale of Frooti.

Organisational Buying Behaviour

Organisation buying is the decision making process by which formal organisations establish the need for purchased products and services and identify, evaluate and choose among alternative brands and suppliers.
The diagram below shows various roles of buying center.

                                          
Initiators-people in the organisation who request that something needs to be purchased.

Users- those who use the product or service.

Influencers-people who influence the buying decisions, often by helping define specifications and providing information for evaluation alternatives.

Deciders-people who decide on product requirement or on suppliers.

Approver-people authorize the proposed actions of deciders or buyers.

Buyers-people who have formal authority to select the supplier and arrange the purchase terms

Gatekeepers-people who have the power to prevent sellers or information from reaching the buying center.

Parle Agro buys fine quality of mango pulp  for making of Frooti. It is bought from areas of 
Bangalore and Mumbai.A cold or soft drink bottling plant requires the following raw materials:‐ 
1. Mango Pulp 
2. Sugar 
3. Flavour
4. Water  
5.Plastic Bottles
6.Cartons  
The drink is one of the most popular beverages amongst Indian youth. The water division is spearheaded by Bailley Packaged Drinking Water. It was the first water brand to be given an ISI certification and is one of India’s most popular packaged drinking waters. It was the first company to introduce fruit drinks in a Tetra Pak format as well as in PET bottles.

Consumer Behaviour

Consumer behaviour can be understood by the following :





In case of frooti:

Marketing Stimuli depends upon price of the product whether it is affordable or not, also in quality of the product, the number of promotions and advertisements for frooti also acts like a marketing stimuli in the minds of consumer for example the Digen Verma campaign and with recent promotions by Shah Rukh Khan as the brand ambassador have made much hype and buzz.

Environmental Stimuli depends upon economic conditions of the target consumer, whether they are technologically sound or not so that the products promotions and advertisement reaches them on right time. Demographic and cultural scenario of a place also affects the consumer decision.Like people might consume more frooti at places which are dry because of climatic conditions. In summer season consumption of frooti increases in the market. 

Consumers psychology focuses on how and why consumers make choice of the fruit juice they buy and their evaluation of these products after use.An advertisement can make a consumer change its perception of a product.Earliler frooti with its tagline "mango frooti, fresh n juicy" targeted only kids but latter frooti with its tagline "why grow up" targeted not only kids and teens but also adults.

Decision process  Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to increase sales a firm must know the liking or disliking of the customers and must also know the time and the quantity of goods and services, a consumer may purchase, so that it may store the goods or provide the services according to the liking of the consumers.

Sales Management

Sales management is the discipline of maximizing the benefits a company and its customers receive from the efforts of its sales force. 

The ‘Digen Verma'campaign seemed to have been very successful in terms of the interest it generated. For Rs. 30 million spent on it, the customer awareness it was likely to capture for ‘Frooti'seemed quite phenomenal. Though the campaign had been successful in generating interest, some analysts were skeptical about whether a campaign could actually generate sales. A teaser was made to grab the attention of consumer that generated curiosity.
Analysts pointed out that many of those who had watched this campaign, had expressed certain disappointment when they learnt that it was a promotional campaign for Frooti. Some analysts felt that Digen Verma may become larger than the brand, ‘Frooti'; this would defeat the very purpose of the creation. 
Parle Agro and its ad agency however felt that its campaign had been successful in not just evoking interest but also in increasing sales. They just spent Rs 30 million on this campaign, and the sales were up by almost 30 per cent.
No matter what effect the ‘Digen Verma'campaign ultimately would have on ‘Frooti'sales, this campaign was probably one of the most innovative teaser campaigns ever run in India. Although the efficacy of it may be subject to debate, the ‘Digen Verma'campaign would be remembered for its sheer creativity and the unprecedented public interest it generated.

  

Distribution Decision

Distribution

Distribution is the process of making a product or service available for use or consumption by a consumer using direct or indirect means of intermediaries.

Levels of distribution are of 4 types:

1.Zero level distribution : direct marketing

2.First level distribution  : retailers

3.Second level distribution:wholesalers and retailers

4.Third level distribution: broker, wholesalers, retailers

Distribution channels of Frooti

Frooti adopts first level and second level distribution channels. 

The depot of the company sells its products directly to the retailers and then from retailers it goes to the consumers.This happens only in places where depot of the company is located.

In small towns wholesalers are established by the company.Wholesalers get product from depot of the company and they sale to retailers.From retailers it goes to consumers.

Froori mainly focuses on retailers as its distribution channel. There are around 3,50,000 retailers that helps to serve frooti in its distribution.Since a long time frooti has been following this strategy to reach to its customer. 

Promotions for IMC/ATL/BTL

Promotion of a brand

A promotional plan for a brand can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image,there are three basic objectives of promotion- to present information to consumers as well as others, to increase demand, to differentiate a product.

Promotion of a brand are divided into two parts ATL and BTL promotions

ATL Promotion: ATL advertising uses media such as television, cinema, radio, print, and Out-of-home to promote brands or convey a specific offer.It differs from BTL advertising, which uses unconventional brand-building and promotional strategies.  

Some of Frooti’s famous campaigns are:

Shahrukh Khan Campaign: One of the most successful TV commercials in which they resort to celebrity endorsement for the first time. Shahrukh Khan has been used to promote the product. The film, shot after a game practice, intercuts between Shahrukh gulping Frooti and a bunch of little soccer players yearning for the mango drink.  What makes the ad even more enchanting is the soulful track that holds the film together. 

      

The Digen Verma Campaign: The Company wanted to reposition its product and create hype around it. Hence they introduced a mysterious character called Digen Verma. Frooti had always been positioned as a drink for kids. Now, they wanted to position it as a drink for the youth, especially, the college-going teenagers. They therefore went in for a real life, down-to-earth person, who, like any college student likes to bunk classes, is a good sportsman and is a popular figure in the college, with whom the teenagers can actually associate themselves. The enigma called 'Digen Verma' was everywhere, in buses, film halls, colleges, cyber cafes and shopping malls. 'JUST who is Digen Verma?' That's what the nation seemed to be have been wanting to know. In the 15 days that the campaign lasted in (February 2001), Digen Verma seemed to have become the most talked about faceless name in the country.

Screenshots of other Commercials and ATL promotion over the years

       

  

BTL (Below The Line) Promotion:  BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.

Frooti rarely indulges in such form of promotion.

Integrated Marketing Communications (IMC) 

Integrated marketing communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness. An example of this in relation to Frooti would be:

Juicy Mango Surprise Project:  The campaign captures people’s reaction to giant sized props in the form of mangoes which suddenly appear on the streets, rolling down from above a slope. In most cases, the mangoes seem to be chasing the people on the streets and the video captures their reaction to the charging mango.

Billed as an integrated campaign which involved a live outdoor stunt, on-ground activities, a direct marketing campaign, word of mouth buzz and television spots, besides viral videos, the campaign titled ‘Juicy Mango  Surprise Project’ was repeated across 12 metros and mini metros across the country in malls, schools, colleges and popular youth hang-outs. In the videos, the people who have been played a prank on are greeted by a Frooti undercover agent who will explain the idea behind the stunt and hand them a complementary bottle of Frooti.  

Images of the campaign: