1. Frooti
Presentation By…
Abhishek Sinha(TM1110218)

2. Twenty Six Years And Still
Strong……

3. 1985 …
Launches FROOTI, India’s first fruit
drink brand in tetrapak format…

4. 2000 …
• FROOTI changed its positioning to target
young adults who would otherwise go for
bottled cola drinks.

5. 2002 …
• To cater to different occasions and family size.
• FROOTI launched first ever PET bottled fruit
drink in India, in 250 ml, 500 ml, 1 litre pack.

6. 2004 …
• Making inroads into the lower income group,
FROOTI launched a triangular Tetra Classic
Aseptic priced at 2.50.
• The format helped FROOTI to expand reach in
rural area.

7. 2011 …
• Implementing a long-term strategies.
• FROOTI revamped its positioning to target
young-at-heart which essentially included all
kids, young and adults.
• The look was also tweaked.

8. Demographic Market
Kids – Fond of fruit juice
Teens – More experimental
Youth – Experimental & more buying power
Working People

9. Geographic Market
• Main Markets
Airports
Railways
Local Markets
• Recreational
Movie theatres
Malls, etc.

10. • Kids and youth mostly prefers this product for
Refreshment.
• This product is non techno savvy.
• Product having huge buyers.

11. Competitors Of Frooti
• Coca Cola India (Pulpy orange / Maaza)
• Pepsi Co. (Tropicana)
• Dabar (Real)
• Mother Dairy (Safal)

12. Reasons of Decrease in Sales
In 2006 sales of frooti were decreased because
of these reasons.
• Loosing market appeal
• Sales were dropped
• Increase in Competition
• Threat from soft drink marketers
• Same segment Competition,
• Tetra pack fruit drinks & juices

13. Brand Positioning
• Catchy & creative promotional campaign
Which is capable of differentiate the product
• Multi media advertising
• A) TVCs,
• B) Out door media campaign
• C) off line promotions
• D) online promotion campaign

14. Change in Packaging
• Splashy graphics
• Signature green @ orange colour
• Flip top packaging
• Change in tag line (mango frooti fresh n juicy
and why grow up)
• Cost of advertising =Rs.30 million

15. Market Share

16. Factories In India

17. THANK YOU !!!