31306390 Segmentation Amp Positioning Analysis Frooti

8/7/2019 31306390 Segmentation Amp Positioning Analysis Frooti

1/11

Market segmentation and positioning Analysis

Prepared by:Shubhi Nagar


2/11

What is segmentation?Segmentation is the process of dividing the market into segmentsbased on customer characteristicsand needs.

Sub activities in segmentation are:1.Determining who the actual andpotential customers are2. Identifying segments3. Analyzing the intensity of

competitors in the market4. Selecting the attractive customersegments.


3/11


4/11

Frooti

F rooti , or Mango Frooti, as it is popularlycalled, is the largest-selling mango drink inIndia.It is the flagship product of and the mostsuccessful drink offered by Parle Agro IndiaPvt. Ltd.First tetra pack drink to be introduced in theIndian market.It is also now available in PET bottles andrectangular shaped packs.Frooti has a majority market share of the Rs.300 cr.


5/11


6/11

Market segmentation for

Frooti

Demographic:

T he brands consumer section is broadly divided into twosegments.

P rimary segment:C onsists of children in the age group of 4-12 years.

S econdary segment:C onsists of all adults in section A+B * who love fruit based,

non carbonated drinks.

* Socio-economic classification categorizes urban Indian households into five segments SE C A, SE C B, SE C C , SE C D & E, based on education, occupation, and chief wage earners profile.


7/11

Market Segmentation for

Frooti:

P sychographic:

The youth segment was targeted with sub-segments:

P re-teens (9-12)Teenagers (12-15)

Above teenagers (16-19)

These are the new impulse category. The sporty and funloving nature of the teens and their likings of hangingout together while drinking fruit juices or other soft drinks were taken into account.


8/11

Frooti over the years


9/11

Positioning of F rooti in the market

F rooti Ads are no longer just tocreate buzz, they are createdkeeping in mind a long term brand

vision.Ads of F rooti are more aboutsituations and showcasing howconsumers connect with F rooti.


10/11

Changes in taglines over the years

M ango Frooti, Fresh n Juicy has remained the basetagline since the brand launch.In between new taglines have been used such as:

Frooti- Just like that Fresh and juicy! What a beauty! M ango Frooti! Juice up your Life Accepting that F rooti would always be identified as FreshN Juicy , F rooti packs currently incorporate that, with aminor change saying Fresh N Juicy M ango.

F rootis brand communication is based around the themeof Why grow up.


11/11

Documents

31306390 Segmentation Amp Positioning Analysis Frooti