Made By Lubna Awan from ILMA University

1. PRESENTATION
FROOTI JUICE
BY PARLE AGRO
GROUP MEMBER NAME
LUBNA AWAN (BBE-1894)
RUBAB BABAR (BBE-1882)
SUBMITTED TO
SIR MUHAMMAD USMAN
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2. INTRODUCTION OF COMPANY 2

3. INTRODUCTION
Parle agro is an Indian private limited company, it was started in 1984 by chauhan
family. Headquarter is at Vile Parle (east) Mumbai, Frooti the first product rolled out of
parle Agro in 1985, it becom the largest selling mango drink in india. Parle Agro was the
first to introduce the tetra pack concept.
frooti introduced to India in an easy grab and go carton filled with delicious mango
juice. Thiswas the first Tetra Pak drink India had ever seen. you could leave stores and
walk the streets with a fresh mango drink in hand. Our juice is made of real mango pulp
with no preservatives and protected by the Tetra Pak. Frooti has left a place in all of our
hearts and we hope to continue for many years to come.
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4. VISSION STATEMENT
"TO BE THE LEADERS IN OUR BUSINESS. WE WILL BE INNOVATIVE AND
DIFFERENT FROM COMPETITORS."
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5. MISSION STATEMENT
"WE WILL BE THE LEADERS IN OUR BUSINESS BY - MAINTAINING HIGH
QUALITY, INTRODUCING NEW AND INNOVATIVE PRODUCTS, OUR COMPANY IS
TO SATISFY ALL THE CUSTOMERS NEED BY PROVIDING UNIQUE AND JUICE."
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6. REASONS FOR FAILURE
1. POOR DISTRIBUTION
2. NO PRODUCT LINE EXTENTION
3. PACKEGING
4. INCREASE NUMBER OF COMPETITIORS
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7. 1. POOR DISTRIBUTION
Company was using channel 2 for distributing the frooti juice which was
not effective channel. Company was distributing to the retailers and
retailers were selling to the consumers. Company must sale his product
through distributor to retailer and retailer sale to consumer.
2. NO PRODUCT LINE EXTENTION
Frooti has no product line extension they have only one mango flavor.
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8. 3. PACKEGING
Packaging was not more attractive as compare to the competitors’ products
there is also complains of leakage of Frooti juice packet.
4. INCREASE NUMBER OF COMPETITIORS
sale of frooti juice decreases day by day because of increase in competition.
Frooti juice also faced threats or competition from soft drinks and tetra pack
fruit drinks.
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9. CORE COMPETENCY AND
SUSTAINABLE
 COMPETITIVE ADVANTAGE
Core competency is defined as “one thing that a company can do better than its
competitors.” For Frooti its core competency is lies on “Excellent quality of tetra pack and
low price”.
Frooti give a bundle of benefits to its consumer in a very low price with reliable
packing. With a tetra packing which preserve juice for a long time consumer can bring that
juice with them on picnics and shopping, then when they become tired they can have a sip
of FROOTI JUICE to get back their energy.
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10. PORTER`S GENERIC STRATEGIES
COST LEADERSHIP
It is all about the cost effectiveness. We reduce our cost by reducing the
distance to distribution channels.
DIFFERENTIATION
Our uniqueness that offerehigh quality pure hygienic juice and
excellent Quality tetra pack which preserves a juice for a long time
FOCUS
Parle Agro is more differentiation focus than cost focus for its product “Frooti Juice”, as it has good advantage over
competitors by differentiating its Juice.
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PORTER`S GENERIC STRATEGIES
COST LEADERSHIP
It is all about the cost effectiveness. We reduce our cost by
reducing the distance to distribution channels.
DIFFERENTIATION
Our uniqueness is that we offered the high quality pure
hygienic juice and excellent Quality tetra pack which
preserves a juice for a long time.
FOCUS
Parle Agro is more differentiation focus than cost focus for its product “Frooti Juice”, as it has good
advantage over competitors by differentiating its Juice.

11. SWOT ANALYSIS
STRENGTH WEAKNESSES
 Parle Brand
 Diversified product range
 Dependence on retailers and stores
 Dependence on Parle Agro brand/product
OPPORTUNITIES THREATS
 Industrial growth
 Office automation
 Presence of huge unorganized market
 High consumer preference flavor other
than mango
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12. COMPETITOR ANALYSIS
The main competitors of frooti juice are Nestle, Maaza and Slice, because they accrue
the 90% of the juice market in lower middle class segment.
Basically Maaza give tough time to frooti by its tetra pack because Maaza TP is more
effectively work then the frooti do. But they have one feebleness which become frooti’s
power is that Frooti juice run their advertisement on tetra pack. Because people become
more attractive towards the hygiene and reliable products.
On other hand we can reduce our price then MAAZA and SLICE so the people can
afford our product more than others.
FROOTI JUICE MAAZA SLICE NESTLE
RS.15 RS.15 RS.20 RS.20
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13. TARGET MARKET
Our target segment is undifferentiating marketing basically we divide out
target market into two sub groups.
1. Primary market
2. Secondary market
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14. PRIMARY MARKET
 CHILDREN
 TEENS
 Youth
 Working people
 Elder people
SECONDARY MARKET
 Industries (Airline, Railways, Education Industries Etc)
 Local and individual markets
 Restaurants, movie theaters, shopping malls
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15. MARKET SEGMENTATION
“Segmentation means to divide the marketplace into parts, or segments, which are
definable, accessible, actionable, and profitable and have a growth potential. We have
segmented market on the following basis:
1. GEOGRAPHIC
2. DEMOGRAPHIC
3. PSYCHOGRAPHIC
4. BEHAVIORAL
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16. KEY POINT
Life style
Modern life style. People who would like to try out new product.
Availability:
It is available in all cities.
Special Location: Stations, Malls, Airports, Super stores.
Benefits:
Special discount for our wholesalers and distributers.
24 hours availability of our services.
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17. User Status:
Potential and regular customers.
Usage rates:
Reasonable.
Loyalty status:
Medium to strong.
Attitude toward the product.
Confident and positive.
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18. RE-POSITIONING STATEMENT
Brand strategy is one of the main marketing strategy that’s make the
difference of image and product to make value place in mind of the targeted
customer.
Frooti juice comes up with a different flavor like (Pine apple, orange, mix
flavor etc.) which will meet our target population. We also provide pure hygienic
juice with zero% calories with excellent sources to equally celebrate their health
benefit.
Tagline: “Ohh Yeh----Feel Fresh”
Benefits: Healthier and refreshment , Pure Juice
Target Group: lower, Middle, Upper Income households and food service
sector for exa1mple restaurants
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19. POINT OF DIFFERENCE
Pure and healthy juice.
Enhance refreshment and nutrition.
POINT OF PARITY:
Different flavor
Excellent quality of Tetra pack
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20. FROOTI JUICE
“Mango frooti, fresh and juicy “
Feel the burst of fruity fun and discover the taste of mango frooti drink made with the
juiciest and sweetest mangoes with the great taste.
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22. PRODUCT & SERVICE DESCRIPTION
Satisfaction
Give class
Price versus Quality
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24. SATISFACTION:
The main purpose of our juice is to satisfy our customer need and provide them
pleasure.
GIVE CLASS:
It also satisfies ones psychological need by giving class and standard.
PRICE VERSUS QUALITY:
We are also giving the best product in a very reasonable price.
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25. PRICING STRATEGY
Under Growth Strategy, the Parle Agro Company has applied the Market
Penetration Strategy. The company has applied the marketing strategy to maintain
or increase the market share of Frooti Juice.
SPECIAL OFFERS:
During Ramadan and Eid’s we will give special discounts to the customers as in
these the products is used large quantity and we will also try to set agreeable credit
terms with retailers which will encourage them to do business with us rather than the
competitors.
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26. COMPETITOR ANALYSIS
FROOTI JUICE MAAZA SLICE
RS 15 RS15 RS20
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27.  PRICE
Penetrate market with a competitive price, lower than most competitors
SIZE PRICE
200ml 15 rs
500ml 35 rs
1000ml 65 Rs
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28. PROMOTION
“Before promotion we will try to identify correct target market and after that we will
try to communicate to them effectively. We will be promoting our product through many
different mediums like;
1. Uses of innovative campaign e.g. Free trials
2. Bill boards Advertisement
3. Electronic media (Television commercial)
4. Social media
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29. 1. Uses of innovative campaign e.g. Free trials : We doing brand
activities to aware customer and give them a free trial for drink it.
2. Bill boards Advertisement: Parle Agro Company attracts their customer
through bill boards in main cities and popular areas or places to make aware and
attract the people to our product.
3. Electronic media (Television commercial): Parle Agro Juice give
adds on different TV channel and on different time. Our management also keep
in mind that what type of customer they attract and what time they sit before TV.
Company use to give adds on entertainment or News channels to advertise the
frooti juice.
4. Social media: company also uses Facebook, Instagram, and Twitter to
advertise the Product.
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30. PLACE (DISTRIBUTION CHANNEL)
Distribution Channel
Company (Manufacturer)
Warehouse
Whole seller
Retailer
Consumer
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31. CONCLUSION
“We are coming up with different flavors in the market like Apple, pineapple,
mix flavors and mango as well, and we are providing fresh juice to our targeted
population. frooti juice will flourish in the market after its re launch. It has the taste
of pure juice and it is healthier than its competing brands and it does not contain the
harmful ingredients, therefore it will create a high demand in the market and
hopefully people of all age groups shall value this product”.
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