Branding and Brand Management

Branding Of Frooti

To create a brand a firm must position itself in the right market segment.Segments are the divisions made in the market according to the type of consumers.Positioning is the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market.

The majority of the target group for frooti are the youngsters, school and college students and also kids.

How did frooti build a strong brand?

• 1985 parle agro launches frooti India's first fruit drink in Tetra Pack.
• 2000 Frooti changed its positioning to young adults who would otherwise go to bottled cola drinks.
• 2002 Frooti launched its first ever PET bottles to cater to different occasions and family size.
• 2004 Frooti launched triangular tetra classic pack for Rs 2.50 which helped it to reach the rural market.
• 2011 Frooti revamped its positioning to target young at heart which essentially include all kids, youngsters and adults.

Brand Management

Over the years the brand Frooti has gone through series of re positioning. From the original tagline "Mango frooti, fresh n juicy" to "why grow up".Most of the branding is done through its product promotions and advertisements. The present ad campaigns focus on reaffirming frooti's position in the Indian Market.Managing a brand needs extensive market research,defining product category, defining target audience, knowledge about the competitor etc etc.

Brand positioning done by frooti:

• Catchy and creative promotional campaign,which is capable of differentiating the product.
• Multimedia advertising
• OOH's
• Offline promotions
• Online promotions
• TVC's

examples for some of its promotions are:

Recently frooti relaunched itself with Shah Rukh Khan as its brand ambassador.

  

One example for its OOH advertisements.

Some other examples for its public promotions are game shows like crazy mango fun and mango slam bam bam.