Customer Acquisition

and Retention

Strategies to Leverage Consumer Buyer

Behavior

Parle Agro Private Limited Founded in 1985 and based in Mumbai, India. Business Statement: “We are in the business of

refreshing India with our products, refreshing the market with new categories and refreshing ourselves through innovation. Produces beverages, food products, bottled water, PET performs and caps.

Rs. 4500 crore FMCG company with primary brands - ‘Bailley’ and ‘Frooti’

Mango drinks comprises of 70 percent of fruit drink category.

Introduction of Brand Non - Carborated Soft Drink (NCSD) First real fruit drink in a Tetra Pack 85 percent volume share in the fruit drink

industry Available in the price range of Rs. 2.5 (Magic

Frooti) to Rs. 60 for different sizes. First drink in the mango drink segment to be

available in PET bottle packing in the following quantities:◦ 250 ml◦ 500 ml ◦ 1000 ml

Tagline “Mango Frooti: Fresh ‘N’ Juicy Mango” and recent brand communication theme ‘Why grow up’.

Evolution• Evolved along with the customers• Identified and Tapped Untapped

Segments

Targeted Indian’s love for the fruit Launched as a contemporary and youthful drink First to launch Tetra pack in India Deployed local gimmicks to promote the product

initially Used eye catching promotions

Launch Strategies

Challenges

Repositioning - Strategies

Untapped Market SegmentRepositioning and Revamping

Packaging

Catchy Tag lines

DV Campaign

Yo Frooti Campaign

Why Grow Up

Campaign

Promotion and Ads

Packaging and Promotion Utilized Consumer’s Need for Recap Bottle - Hence

PET Bottle Entered RGB Segment- Inc Footprint in Virgin

Markets Most Extensive Distribution Network Among Fruit

Drinks Reaches10 Lakh Outlets and Excellent Customer

Feedback

Innovations

Personal Factors: • Primary Segment- age 4-12 years

• Secondary Segment- All adults who love fruit based unadulterated drink

Age

• Contains Vitamin A • Preferred by MothersLifestyle

• By Introducing Characters like Froo and Ti

• By Introducing Mangoticons- Novelty and Instant Recall.

Personality

Psychological FactorsMotivation and Perception• Thirst quencher• Availability in tetra packs• Selective Attention - Attention to useful

information • Selective Distortion - Perceive information in

accordance to existing thoughts and beliefs.• Selective Retention - Remember only Useful

information

Digen Verma Campaign Promotional campaign – 2001 To reposition Frooti as a youth drink:o Fun and Cool

Focused on selective retention and selective distortion

Used teaser ads and powerful promotions:o “Digen was here”o “Digen, your car’s being towed”

Youth like tag “Just like that” New packaging and PET bottles

Results of DV Campaign

Corporate Social Responsibility

• Frooti started its CSR activities in 2008. • Aam Baantne se Badhta hai• Alms for Aam• Aam Baatien• Distribution of Mango saplings• Summer Camp• Visit to the Mango Factory• www.frootifoundation.com

Social Factors• Reference Groups• Primary Groups• Secondary Groups• Role in the Society• Status in the society• The ads have always been

about mango lovers. And for all of them

• FROOTI = Mango.

Future Recommendations Product Line Extension - Introduce new Flavors New Subsegments- 100% Juice, Nectar and Ready

to Drink Highlight the Nutrient Content – to tap Health

Conscious Consumers Use Cartoon Characters/ Funky Personalities to

attract more children and youth

Use Social Networking for Promotion and AwarenessPromote Drinks in Cans – More Portable and StylishTie up with leading Food Chains and Restaurants in

India to extend the distribution network

+ +

Future Recommendations

+

The market share for major brands is as follows. Maaza: 24.7 %, Frooti: 18.6 %, Slice: 15.6 % (Source: Eurometer)

Entry of new players using innovative techniques

Creative ads and brand campaignsConsumption occasions-on the go, at home

and on-premise consumptionPenetrated into Rural Markets- 60% Growth

Conclusion

Thank You

1. Niraj Agrawal - F0022. Sourabh Bhaumik - F0093. Saurabh Jain - F0274. Abhishek Panda - F0385. Hemangi Rastogi - F0426. Jaideep Dasgupta - F056