BRAND NAME

• ParleAgro Went For A Suggestive Type of Brand Name

• FROOTI- The name suggested a product that could satiate the Indian consumers craving for its favorite fruit, mango

• “When it first came out, people mistook it for a soap, we had to tell them to take a straw, pierce it and sip it”-Nadia Chauhan (Director ParleAgro) in an article Economic Times

URLs

• Uniform Resource Locators/Domain Names – Specify locations of pages on the WEB

• http://www.parleagro.com/mango%20frooti.htm

• http://www.frootifoundation.com/

THE FROOTI WEBSITE

THE FROOTI FOUNDATION

BRAND EQUITY

• What is BRAND EQUITY

• SIGNIFICANCE

• Frooti is ranked at 29th position in the “Brand Equity- Most Trusted Brand Survey 2012” by the AC Nielsen

• Frooti’s most recent ad campaign with the ‘Why grow up’ theme, lays the foundation for a long-term strategy and vision for the brand. It not only highlights the brand make-over, it also stays true to Frooti’s core mango values.

• Mr Madhur Pandey said, “We have never used a celebrity / brand ambassador for Frooti

• “We approximately spend Rs 10 crore on advertising,” Pandey said

• Brand equity strengthens the nature of the product or service or the type of experiences or benefits the brand provides are true to the consumer’s expectations (later relate with frooti)

• Frooti over these years have carved out a niche for itself in the market. Frooti instantly caught the fancy of Indian consumer with its tetrapak and some smart campaigns. Initially the drink was positioned as a kids drink. The product was perceived as a healthy fruit drink by the mothers . So within a short span of time ,the brand was an alternative to the “unhealthy” colas.