Product Market Analysis of Frooti Parle Agro Group

2397 Words10 Pages
Product Market Analysis

Introduction to the Company – Parle Agro Pvt. Ltd.

Parle is a leading Indian Food and Beverage Company, the only Indian transnational giant with the past experience of having successfully launched leading soft drink brands like “Frooti, Apply, N-Joi and Bailley”. Today its brand portfolio consists of No. 1 brands like Frooti along with Apply, N-Joi and Bailley. Parle agro was the first to identify the dormant mango segment in India and launch India’s first national Mango drink - Frooti Mango. Today Frooti has an 85% market in the Fruit Drink segment. Today, the Parle Group turnover is over Rs.600 crore with group strength of over 1000 employees, including over 400 professionals.

…show more content…
Although Frooti did not face much competition in the category it created, competition came from a slightly different category, 100% fruit juices.

Parle saw the emergence of the 100% fruit drink market and launched “Njoy” brand but it did not clicked. Parle could have extended Frooti to this market also .The brand Real from Dabur is the main player in this category. Real effectively positioned itself as a premium healthy drink for adults.

Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavor. Frooti also changed its positioning statement from “Fresh-N-juicy” to “Juice Up your life” which has not clicked with the customers. Although Frooti enjoys a commanding (75%) market share, Frooti is facing stagnation. May be some serious steps should be taken to increase the usage of the product.

The launch of PET bottle Frooti is a step in this direction. Recently Frooti also launched a “Green mango” variant just to create some hype in the market. Frooti may have to reposition itself again to appeal to cola drinkers.

Marketing Mix

Marketing decisions generally fall into the following four controllable categories:-
1. Product
2. Price
3. Place (distribution)
4. Promotion
The term “marketing mix” became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940’s after James Culliton had described

More about Product Market Analysis of Frooti Parle Agro Group

Open Document