Marketing Mix of Frooti and 4Ps (Updated 2023)

The Marketing mix of Frooti analyses the 4Ps of Frooti, which includes the Product, Price, Place, and Promotion of Frooti. Frooti is of Indian origin and is associated with the beverage industry. It is a nutritional drink with mango flavors. It has been projected as a flagship product of its parent company, Parle Agro India Private Ltd. Frooti was launched in the year 1985 as a ready-to-serve drink and, with time, has occupied an essential part of the market share. Some of its main competitors are –

• Slice
• Real
• Maaza
• Mango Sip
• Tropicana

About Frooti

• Type: Mango-flavored drink
• Industry: Beverage
• Founded: 1985
• Founders: Parle Agro
• Headquarters: Mumbai, India
• Area served: India and international markets
• Current CEO: Vijay Shekhar Sharma
• Number of employees: Over 10,000
• Major products: Frooti, Appy Fizz, Limca, Gold Spot, Duke’s, and Maaza

Frooti Product Strategy

Frooti is a soft drink with ingredients like mango pulp, sugar, water, citric acid, ascorbic acid, flavoring, and approved coloring. It was launched in TetraPak packages and is available in 200ml, 1 liter, and 250ml sizes.

It is also available in pet bottles like 2 liters, 1.2 liters, 600ml, 500ml, 250ml, and 200ml. Frooti remains one of the most preferred drinks, described as a true thirst quencher. It is made from premium mangoes and has Vitamin A, necessary for healthy skin, growth, and eyesight. It is available in two variants-

• Frooti Mango
• Frooti Green Mango

The product mix of Frooti in 2023 is as follows(Source)

1. Frooti Original: This is the classic mango-flavored drink that made Frooti famous. It is available in various packaging sizes, including small tetra packs and larger bottles.
2. Frooti Fizz: Frooti Fizz is a carbonated version of the classic Frooti. It combines the taste of mango with a soda’s fizzy, refreshing qualities.
3. Frooti Mango Bites: Frooti Mango Bites are chewy candies that capture the essence of mango in a bite-sized format.
4. Frooti Tetra Packs: Frooti offers its mango drink in convenient tetra packs that are ideal for on-the-go consumption.
5. Frooti PET Bottles: You can also find Frooti in PET bottles of various sizes for those who prefer larger servings.

Frooti Place Strategy

Frooti has a solid international presence and is available in several countries like Ireland, Japan, Tanzania, Nigeria, Zambia, Malawi, Ghana, Mozambique, Nepal, Australia, New Zealand, Thailand, Singapore, Maldives, Malaysia, South Arabia, UAE, United Kingdom, Canada, and the United States. It is an Indian product available in every nook and corner of India. Frooti believes in upgrading its distribution system at every possible opportunity to reach a potential customer.

Its distribution channel includes more than 1500 wholesalers and distributors to reach an estimated ten lakh retail outlets. It is readily available in grocery shops, school canteen, movie theatres, office canteens, stores near playgrounds, convenience stores, discount stores, malls, supermarkets, corner shops, bus stations, railway stations, and hypermarkets.

1. Extensive Retail Network: Frooti maintains an extensive network of distribution channels, including supermarkets, convenience stores, and local retailers, to ensure its products are readily available to consumers in urban and rural areas.
2. Wholesale Distribution: Frooti partners with wholesalers and distributors to transport its products from manufacturing facilities to regional markets efficiently, streamlining the supply chain and reducing delivery lead times.
3. Transportation and Logistics: The company invests in efficient transportation and logistics infrastructure to ensure timely deliveries and minimize product stockouts, ensuring that Frooti is always within reach for consumers.
4. Strategic Partnerships: Frooti collaborates with strategic partners and beverage distributors to expand its reach, effectively leveraging its expertise in reaching specific market segments and regions.
5. Product Diversification: Frooti adapts its distribution strategy to include various packaging sizes, including tetra packs, PET bottles, and cans, catering to diverse consumer preferences and convenience needs across different demographics and locations.

Frooti Pricing Strategy

Frooti has remained a customer-centric company and has adopted pricing policies to suit this concept. It has allotted price ranges to its products, keeping in mind every customer’s income levels, preferences, and actual requirements. Frooti has adopted an economical pricing policy for its products to create a greater reach in terms of volume. It’s a reasonable and affordable product, so one should not think twice before purchasing.

Its economical prices and excellent distribution system have helped the brand penetrate urban and rural markets. According to its contents and packaging, Frooti is available in diverse price ranges like Rs 60, 45, 25, 5, and 12. Low rates have also contributed to easy buying through customers.

Here’s an overview of Frooti’s price strategy:

1. Value-Based Pricing: Frooti adopts a value-based pricing approach, aligning its prices with the perceived value consumers associate with its premium-quality mango drink. This strategy allows Frooti to position itself as a desirable and indulgent choice among consumers seeking a refreshing fruit beverage.
2. Market Segmentation: Frooti recognizes the diverse nature of its customer base and tailors pricing to cater to different market segments. For instance, it offers affordable, smaller-sized tetra packs for budget-conscious consumers and larger, premium-priced bottles for those seeking a more significant shareable experience or convenience.
3. Promotional Pricing: Frooti periodically employs promotional pricing strategies to stimulate demand and boost sales. These promotions may include discounts, buy-one-get-one-free offers, or limited-time pricing incentives strategically timed to coincide with peak seasons or special events.
4. Premium Pricing for Innovation: Frooti introduces innovative product variants, such as carbonated versions or unique packaging, at a premium price point to capitalize on the curiosity and willingness to pay more for novel and differentiated offerings.
5. Regional Pricing Strategies: To adapt to regional economic disparities and preferences, Frooti adjusts its pricing strategy accordingly. It conducts thorough market research to understand local pricing dynamics and consumer behaviors, allowing for region-specific pricing decisions.

Frooti Promotion Strategy

Frooti is a refreshing drink rated India’s Most Trusted Fruit Beverage Brand. The Naïve and playful nature of brand advertisements has helped it earn acceptance and accolades from younger and older generations. The company has taken several innovative initiatives to increase its brand visibility in the consumer market.

Frooti has targeted the kid’s section with its playful commercials on electronic, print, and social media. It introduced two characters, Froo and Ti, on a 200ml bottle and tried to woo the younger generation. Most of the channels on television are telecasting its promotional ads. Radio, newspapers, hoardings, and billboards are leading advertising tools to market this brand effectively.

Frooti has also marketed its products in schools, malls, and various retail outlets by providing free packs to children. Frooti has roped in Indian Superstar Shahrukh Khan as its brand ambassador and has made commercials featuring him along with some children to maintain the loyalty of the kids section.

These ads have increased its visibility and created a positive image in the minds of its consumers. Frooti has some of the best taglines, like Juice up your Life and SRK Loves Frooti, which have become favorites on Twitter. Mango Frooti’s Fresh and Juicy slogan helped the brand consolidate its position as a cool drink. Frooti’s promotion strategy focuses on:

1. Youthful Brand Image: Leveraging vibrant and youthful marketing campaigns to resonate with the younger demographic, utilizing social media, influencers, and creative content.
2. Seasonal Campaigns: Capitalizing on the summer season with refreshing and catchy advertising emphasizing Frooti’s cooling and mango-centric qualities.
3. Product Innovation: Promoting new product variants and limited-time offers to generate excitement and maintain consumer interest.

Some Recent Video ads and Print ads of Frooti are:

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