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Case Studies in Marketing by Sidharth Balakrishna

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3

Frooti’s Innovative Campaign

BACKGROUND

The market for beverages can be segmented in various ways. One such classification can be done, on the basis of fruit drink as follows:

  • Natural fruit juices or fruit-based pulps
  • Synthetic, fruit-flavoured products

Among the aforementioned category of fruit juices and pulps, a further classification may be done on the basis of the percentage of pulp contained in the various varieties into the following:

  • Fruit juices, such as Tropicana
  • Fruit nectars, such as Dabur’s Real
  • Fruit drinks, such as Frooti and Slice: These fruit drinks come in several varieties and are based on the following fruits:
    • Oranges
    • Mangoes
    • Pineapples
    • Grapes
    • Apples
    • Guavas
    • Tomatoes

The per capita consumption of these products was ...

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