customer acquisition and retention strategies to leverage consumer buyer behavior
TRANSCRIPT
Customer Acquisition
and Retention
Strategies to Leverage Consumer Buyer
Behavior
Parle Agro Private Limited Founded in 1985 and based in Mumbai, India. Business Statement: “We are in the business of
refreshing India with our products, refreshing the market with new categories and refreshing ourselves through innovation. Produces beverages, food products, bottled water, PET performs and caps.
Rs. 4500 crore FMCG company with primary brands - ‘Bailley’ and ‘Frooti’
Mango drinks comprises of 70 percent of fruit drink category.
Introduction of Brand Non - Carborated Soft Drink (NCSD) First real fruit drink in a Tetra Pack 85 percent volume share in the fruit drink
industry Available in the price range of Rs. 2.5 (Magic
Frooti) to Rs. 60 for different sizes. First drink in the mango drink segment to be
available in PET bottle packing in the following quantities:◦ 250 ml◦ 500 ml ◦ 1000 ml
Tagline “Mango Frooti: Fresh ‘N’ Juicy Mango” and recent brand communication theme ‘Why grow up’.
Evolution• Evolved along with the customers• Identified and Tapped Untapped
Segments
Targeted Indian’s love for the fruit Launched as a contemporary and youthful drink First to launch Tetra pack in India Deployed local gimmicks to promote the product
initially Used eye catching promotions
Launch Strategies
Challenges
Repositioning - Strategies
Untapped Market SegmentRepositioning and Revamping
Packaging
Catchy Tag lines
DV Campaign
Yo Frooti Campaign
Why Grow Up
Campaign
Promotion and Ads
Packaging and Promotion Utilized Consumer’s Need for Recap Bottle - Hence
PET Bottle Entered RGB Segment- Inc Footprint in Virgin
Markets Most Extensive Distribution Network Among Fruit
Drinks Reaches10 Lakh Outlets and Excellent Customer
Feedback
Innovations
Personal Factors: • Primary Segment- age 4-12 years
• Secondary Segment- All adults who love fruit based unadulterated drink
Age
• Contains Vitamin A • Preferred by MothersLifestyle
• By Introducing Characters like Froo and Ti
• By Introducing Mangoticons- Novelty and Instant Recall.
Personality
Psychological FactorsMotivation and Perception• Thirst quencher• Availability in tetra packs• Selective Attention - Attention to useful
information • Selective Distortion - Perceive information in
accordance to existing thoughts and beliefs.• Selective Retention - Remember only Useful
information
Digen Verma Campaign Promotional campaign – 2001 To reposition Frooti as a youth drink:o Fun and Cool
Focused on selective retention and selective distortion
Used teaser ads and powerful promotions:o “Digen was here”o “Digen, your car’s being towed”
Youth like tag “Just like that” New packaging and PET bottles
Results of DV Campaign
Corporate Social Responsibility
• Frooti started its CSR activities in 2008. • Aam Baantne se Badhta hai• Alms for Aam• Aam Baatien• Distribution of Mango saplings• Summer Camp• Visit to the Mango Factory• www.frootifoundation.com
Social Factors• Reference Groups• Primary Groups• Secondary Groups• Role in the Society• Status in the society• The ads have always been
about mango lovers. And for all of them
• FROOTI = Mango.
Future Recommendations Product Line Extension - Introduce new Flavors New Subsegments- 100% Juice, Nectar and Ready
to Drink Highlight the Nutrient Content – to tap Health
Conscious Consumers Use Cartoon Characters/ Funky Personalities to
attract more children and youth
Use Social Networking for Promotion and AwarenessPromote Drinks in Cans – More Portable and StylishTie up with leading Food Chains and Restaurants in
India to extend the distribution network
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Future Recommendations
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The market share for major brands is as follows. Maaza: 24.7 %, Frooti: 18.6 %, Slice: 15.6 % (Source: Eurometer)
Entry of new players using innovative techniques
Creative ads and brand campaignsConsumption occasions-on the go, at home
and on-premise consumptionPenetrated into Rural Markets- 60% Growth
Conclusion
Thank You
1. Niraj Agrawal - F0022. Sourabh Bhaumik - F0093. Saurabh Jain - F0274. Abhishek Panda - F0385. Hemangi Rastogi - F0426. Jaideep Dasgupta - F056