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.