Services and Service Marketing

Services provided by Frooti

1. It is a mango nectar drink made by fresh mango pulp.

2.Available in all seasons.

3.No added preservatives and adulterants.

4.Healthy to drink and good in taste.

5.Has nutritional value.

6.Comes in a very handy and easy to carry tetra pack and PET bottles.

7.Has the ability to adapt to the diverse preferences of consumers across ages.

8.Price of Frooti is affordable thus it caters to large number of segments.

9.Ready to serve fruit beverage.

Above mentioned points are some of the services provided by Frooti to its consumers.

Service Marketing

The service marketing is also called as extended marketing mix and is an integral part of service blueprint design.The service marketing mix assumes the service as the product itself.It consists of 7 P's.They are 

                                                         

Frooti used differential marketing and communication in all forms for product, packaging, brand, place and promotions.

Product: 

Frooti was introduced in tetra packs and also in PET bottles which made it easy to carry and ready to drink fruit nectar. Packaging was changed to new splash graphics which appealed to youth as  well as kids, also the packaging was changed to flip flop packaging which gave it a complete new look. 

Price: 

Tetra Pack packaging

          Quantity                               Price(Rs)

             65ml                                     2.50

             200ml                                   10.00

             250ml                                   12.00

         PET bottle packaging

          Quantity                               Price(Rs)

             250ml                                   10.00

             500ml                                   18.00

             1000ml                                 35.00

             2000ml                                 60.00       

Place:

Frooti is the highest distributed brand in fruit drink segment with an 85% market share in India. Frooti reaches more than 10 lakh retail stores through more than 1500 distributors and wholesalers directly and indirectly.It is heavily promoted in canteens, movie hall, bus stops, colleges where young people usually hangout and thus created a lot of buzz in the market.

Promotion:

A nation  wide campaign was run to promote Digen Verma which lasted for 15 days and then it  was revealed that Digen Verma was the brand ambassador of frooti.Such campaign covered TVC's , newspaper, OOH, radio jingles,online promotions etc.And few months ago frooti was relaunched with Shah Rukh Khan as its brand ambassador.Frooti with its "The Mango Surprise  Stunt Project" tried involving its consumers for its promotions.Frooti launched an initiative designed to give back to the less fortunate in the society.As a part of CSR initiative.The why grow up campaign conceptualized a game show where the object that the participants must wrestle with is a large toy mango on every occasion.