Case Studies in Marketing

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 ...