Saturday, 31 August 2013

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. 

Market Structure and Competition



Market structure and Competition of Parle Frooti


The Rs1500 crore brand, frooti is ready to move to its next phase of growth giving tough competition to its competitors like Coca Cola's Mazza and PepsiCo's Slice on the one hand and carbonated beverages on the other.It has 85% market share making it the leader.Frooti is a nector drink not a fruit juice so it faced a reallie tough competition from Tropicana and Dabur's Real fruit juice which are 100% fruit juices.So, it was lagging behnd in terms of health drinks. Frooti is enhancing its distribution base by almost 30 to 40 percent by reaching out to the new segments as Hotels, Restaurants,Catering and also doubling the number of franchises appointed factories.It invested Rs 40 crores to ride on IPL this season to stand out among others like Mazza and Slice.It has also started its first celebrity endorsement which includes Shah Rukh Khan with the tagline of "why grow up " which has created a lot of buzz in the market ant this campaign has positioned frooti as drink not only for kids and youths but also for people of all age groups.


Sunday, 25 August 2013

Customer buying decision process.

Customer buying decision process of Parle Frooti

The buying decision process has five stages:
1)Need recognition- a customer's need before purchasing frooti would be to satify their thirst or taste.A need is triggered by an external or internal stimuli, becomes a drive, which inspires thoughts about the posibility of making purchase.
2)Information Search- through TV commercials, online blogging and reading materials helps a customer to know about the products offerings.Frooti ads has always been about mango lovers.Mango lovers have always identified frooti with mangoes.
3)Evaluation of alternatives- a costumer before buying the product evaluates all the other options available in the market.Like frooti has a tough competition with tropicana, real, tang etc which are available health drinks in the beverage market segment.
4)Purchase decision- it depends upon the brand value and customer satisfaction and customer loyalty.Frooti's past and present positioning has made it a very stong brand and has become a market leader.
5)Post purchase behaviour- more quickly buyers consume a product the sooner they may be back in the market to repurchase it.

Monday, 19 August 2013

Customer Value

CUSTOMER VALUE

Customer value means loyalty of a customer towards a product and commitment to rebuy the product.Customer value can be created by making a customer satisfied with products,services and quality.It is what a customer perceives about a product.


Customer value of frooti..

    
Frooti has been a trendsetter all through its 25 years of existence. From being the first in a tetrapacks, to being in the PET bottle, frooti has innovated all along the way. Frooti as a brand has always tried to evolve with its evolving consumers to be relevent to them at all times. This is what really made frooti one of the most trusted brands and most prefered mango drink in India.Frooti commercials oozed fun and exuberence.Past positioning of frooti came in as a really contemporary and youthful mango drink.In the second decade there came a need for new positioning, this was to change the perception that its not just a drink for kids and wanted to make it more relevant to the youth.The new ads were more about situations and showcasing how consumers connect with the frooti.

Sunday, 18 August 2013

Arsenal 1-3 Aston Villa: Disaster


Match Report – By the numbers – Player ratings – Video
It’s hard to know where to start this morning. Pretty much anything that could go wrong did. We lost the game, lost players from our threadbare squad to injury, suffered some extremely dodgy refereeing decisions, and by the end there was little else but anger and disenchantment. Some start to a season.
Let’s get the referee out of the way first. I thought he was appalling from the first minute. Even leaving aside the big decisions, it was the little ones that set the tone. Every Arsenal challenge seemed to be a foul, yet Villa were allowed to do what they wanted. Villa were given advantage on a number of occasions (the first goal the most notable), yet Arsenal were pulled back and play stopped.
That the loudest cheers of the day were when he deigned to give us the odd free kick says it all. As for the penalties, well, I don’t think we can complain too much about the first one, even if the advantage thing was a bit odd. The second looked like a good Koscielny tackle but it’s always a risk when you go sliding in on a player in the box, especially when you know the ref is trigger happy.
The second yellow for the Frenchman looked ludicrous to me, especially when one Villa player had been allowed make three or four fouls without a card (Howton, Lowton, something?), and moments later Ron Vlaar, on a yellow from the first half, was let away with a much more obvious and cynical foul without a second yellow.
However, it might also be true to say that he could easily have shown Szczesny a red for the first penalty, and while I will not argue with anyone who says the referee had a big influence on proceedings, and was utterly shit, I’m not going to lay the finger of blame on him. To me he’s a handy scapegoat for those who want to ignore our own failings and our own hand in this defeat.
It was a result borne out of a pathetic summer of inaction, dithering and mismanagement at footballing and board level. Arsene Wenger said afterwards that we didn’t lose the game because of lack of new players, suggesting that the players we had were capable of winning it. I agree that we were capable, on paper, of winning. I said as much yesterday in my blog.
But, to say having gone through the entire close season with no investment in the team had no bearing on the result is wrong. Simply put – having better players would make us a better team. A better team could have built on Giroud’s fine early goal. A better team would not have allowed Agbonlahor to waltz through our midfield leading to the first penalty. With better players you have a better chance of controlling the game, thus situations which bring about danger (and bad refereeing decisions) are less likely to happen.
Imagine an Arsenal team with Luiz Gustavo and Gonzalo Higuain available yesterday. Better. More solid, more attacking threat. Imagine an Arsenal team with Begovic in goal. I like Szczesny (perhaps more for his personality than his goalkeeping as it turns out), but seeing him go full Almunia, miles outside his box, heading and making a last ditch tackle while on a yellow card already, was not good.
And in a summer when it’s hard to make any sense of what the manager has done off the pitch, how do we make sense of what he does on it. Why, when Oxlade-Chamberlain had to go off at half-time, did he put on Santi Cazorla? He’s had little or no pre-season, he’s just back from Ecuador and his performance was that of a man who was simply not ready. All the while, a fully fit, well prepared Lukas Podolski sat on the bench until thrown on in the 93rd minute when Sagna went off.
We ended with Aaron Ramsey at centre-half. Think about that for a moment. Now think about next weekend against Fulham when we’re likely to be without the injured Gibbs, Monreal and Vermaelen and the suspended Koscielny. Maybe Sagna will be ok after his horrible looking fall, but if not Arsenal have two available defenders. Carl Jenkinson (who I was told they’re considering loaning out), and Per Mertesacker.
Going into a season with just two centre-halves isn’t so much ill-prepared as downright stupid. We know players get injured and suspended, yet we’ve done nothing about it. We knew our midfield was light, we’ve done nothing about it. We knew we needed somebody else up front, we’ve paid lip-service to it by bringing in Sanogo, walking away from Higuain and involving ourselves in the gigantic, embarrassing mess that is Luis Suarez and his imaginary release clause.
Yesterday was the direct result of the summer. Sure, you can’t legislate for a referee having a nightmare, but you can put yourself in a better position to be able to cope if that happens. At the end of the day, there’s no transfer official making decisions which stop us spending money. We have, deliberately, chosen not to spend any money this summer.
And when I say we, I mean Arsene Wenger. I realise there’s anger at the board and the owner (which I understand and they’re complicit in allowing this culture of inaction to exist), but when it comes right down to it one man and one man only decides what happens on the football side of things at Arsenal Football Club. It’s not Kroenke and it’s certainly not Gazidis.
If Arsene Wenger doesn’t have the right people around him, in terms of scouts, negotiators or other people who can get big transfer deals done, that’s down to Arsene Wenger, because he decides who those people are. He fills the vacancies, he puts the responsibility in their hands. I think it’s clear that whole side of the club is utterly dysfunctional. Capable of operating at a very basic level, but incompetent above that.
Nobody can do anything about this because these are Arsene Wenger’s people. He is the one who decides. And yesterday, at his post-game press conference, he hit out at the press for questioning why a club as cash rich as Arsenal didn’t spend. There was the usual stuff about being on the market and how he wants to buy players (which I find hard to believe any more), and then this stunner:

You got what you wanted, you should be happy. Before the start the season that was all you write in the papers so what do you expect?
Staggering, when you think about it. You can certainly make a case for some members of the press being caustic or wind-up merchants, but to suggest this is a self-fulfilling prophesy because of what they write, rather than what he has done, or not done, is bonkers.
At this point you can’t convince me that any business we end up doing is anything other than reactive. Oh shit, we’ve lost a game in a slapstick manner, bit of an injury crisis, better go buy some players. That’s no way to run a football club. We had the chance to be proactive. We make a complete and utter mess of it. And that mess was what we saw on the pitch yesterday.
Another point to consider: having witnessed that yesterday, and looking at a club and manager who are in turmoil after one game of a new season, how attractive a proposition is a move to Arsenal now? Which super quality player, better than the ones we have (of course), is going to look at us as the place to be with all this going on? Compared to the summer when it would have been seen as a signal of intent and ambition, it’s now the polar opposite. What a mess.
I’ve been running this site a long time, I get a lot of email, and in recent weeks I’ve noticed that many people are so fed up with the way things are at the club that they’re considering jacking it in, for want a better phrase. They just can’t stand it any more. You can say that speaks more to them than anything else, but it’s unprecedented in my time doing this blog. They’ve reached breaking point but agree or not, all of us who love our football club know how far you have to be pushed to make that kind of decision.
As the third goal went in yesterday, a chant erupted around the stadium – “Spend some fucking money.”
Who could argue with that sentiment? What’s gone on since the end of last season has been little short of a disaster and highlighted the deep flaws and problems that exist within the club. Yet, it raises a bigger question now: do you believe Arsene Wenger is the right man to spend that money at this point?
I love the man, he’s given the me the most enjoyable era of my Arsenal supporting life, the best football, the best players, he’s done so much for us, so it’s sad to see him struggle like this. But it’s also difficult to listen to him, to blame the press when he’s the one who decided this squad was good enough to start the season, and go public about how it was good enough to win the title.
The stark reality is that it wasn’t good enough to beat Aston Villa at home on the opening day of the season. Right now, it feels like end of days territory, and perhaps we’d be better off knocking things down and building them up again than trying to plaster over the cracks.
Till tomorrow.

Saturday, 3 August 2013

Parle Frooti

Marketing of Parle Frooti

Marketing is a way of helping people buy a product or service, in other terms it is the process of building relationships with the the prospects and customers so as to create profits and promote products and services.

In 1985 Parle-Agro entered the fruit beverage segment of Indian market. It partnered with Dacunha Communications to give birth to frooti. Frooti is the largest selling mango drink in India. As soon as it entered in the market it acquired a large market share in the beverage segment. And even after two decades it still holds the largest market share.A few things which played a major role behind its success were its tetrapack packaging which made it very convinient to be carried easily anywhere.It's tagline "mango fruity fresh n juicy" helped it strengthen its brand and its position as the market leader, its ad campaigns were very catchy.And ofcourse they never compromised with its taste,a boon for mango lovers..it made mango available all round the year.