INTERCEPT on

I Am 27,Going On…..By ;- Group 4(Piyush Sharma,

Rupesh Wankhede, Monika Rane, Suman Singh,

Shubhangi Walde, Ishan Lihitkar)

What • PRODUCT-Mango frooti…Fresh and juicy….For the first time in the history that brand “frooti”

has taken celebrity to get the magic back.They had invested 40%more on marketing

comparing to last year.

Why – the need

• In a world filled with competitors like Coca Cola,s MAAZA, their brand ambassadors as IMRAN KHAN with PARINEETI CHOPRA and Pepsico,s SLICE ambassador as KATRINA KAIF the 27 year old mango beverage wants to crack its branding mojo to match the competitors.

• Tetra packs fruit drinks and juices.Same segment comptetion.

Who

• Nadia Chauhan Kurup, MD and CMO, Parle Agro wants to bring magic back of frooti..

Decided Aggressive growth plans.

Where – STP approach

• Segmentation-by this advertisement they had captured the whole segment ( demographic , geographic, psychographic, behavioural).

• Targeting- their main target customers are youth’s , children's and as well as age group of 40 to 50…

• Positioning-again like 80s they want to gain their position in market.

How they are doing.

Cont…• Use of good marketing mix.• Product- frooti…fresh and juicy…• Price-as per their quantity.• Place-all over the country as parle’s distribution channel is

very good and effective.• Promotion-a new advertisement with Shahrukh Khan.

Effectiveness of advertisement..Celebrity endorsement, Total awareness,Reach to masses, Frequency of consumption.

Thank Y