Product Life Cycle

Product life cycle of Parle Frooti

Every product has a life span, which is divided into four stages. The product lifecycle describes the sales pattern of a product over the time.The four stages are Introduction, Growth, Maturity, Decline.

Product lifecycle of parle frooti:

1)Introduction stage- Frooti was launched in 1985, and it has been two decades but still it holds the dominant position in the market. Frooti intantly caught the fancy of Indian consumer with its tetrapack and some smart campaigns. Initially the drink was positioned as a kids drink.Being a fruit drink frooti was considered to be healthy so within short span of time the brand was an alternative to the unhealthy colas. Tetrapack extended its shellife which was the biggest advantage.And very soon it became the market leader.

2)Growth stage-Frooti was positioned as a mango drink that is "fresh n juicy", for over 7 years the company promoted the product using the famous tagline. The product created excitement in the market through a series of new variants and  packaging. Lured by the success of frooti, there was a lot of new launches in the market. Players like Godrej with Jumpin , Kissan etc tried their luck but failed to dislodge frooti.

3)Maturity stage-In late 90's it reached its maturity stage, the brand was facing stagnation in salses. The company tried to excite the market with an orange and pineapple variant but both failed. So then came the experiment with packaging. The YO! frooti variant came with a slim paper can aimed at the college going youth. Worried by the stagnant sales, parle tried to reposition the brand to appeal to the youth aged between 16-21 years old.

4)Decline stage- Frooti still hasn't reached its declining stage, although frooti enjoys a commanding market share i.e. 75%-85% ,it is still facing stagnation, Frooti may have to reposition itself again to appeal to cola drinkers.