INTEGRATED MARKETING COMMUNICATION(FROOTI)

Introduction
Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. IMC (means integrating all the promotional tools, so that they work together in harmony) As a concept IMC has become well known on an international scale during the 1990s. Thus IMC is a term whose widespread use is comparatively recent, a fact, which might explain why there not yet is a common understanding of its real meaning and the lack of a generally accepted definition. Some 20 years ago academics and professionals discussed theory and practice of business communication but

without considering the idea of integration as a realistic approach to reach a competitive strategic position for the company. Some early attempts in the beginning of the 1980s initiated academic interest and articles appeared in the academic literature (Dyer, 1982; Coulson-Thomas, 1983). From the beginning of the 1990s IMC became a real hot topic in the field of marketing (Caywood et al., 1991; Miller and Rose, 1994; Kitchen and Schultz, 1999). Few years back , major portion of marketing budgets went to advertising ,but now the scene has changed, it is allocated into various activities such as trade promotions, consumer promotions, branding , PR and advertising. The allocation of communication budgets away from mass media and traditional advertising has obviously promoted IMC in recognition and importance for effective marketing. The emergence of IT has fundamentally affected the media practices, contributed to an extensive deregulation of markets and individualized patterns of consumption and increased the segmentation of consumer tastes/preferences. The key has been value and several combinations of methods are used, all aiming to raise benefits and reduce costs. Smith et al. (1999) have defined IMC as the strategic analysis, choice, implementation and control of all elements of marketing communications which efficiently (best use of

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INTEGRATED MARKETING COMMUNICATION(FROOTI) resources), economically (minimum costs) and effectively (maximum results) influence transactions between an organization and its existing and potential customers and clients. The American Association of Advertising Agencies defines IMC as a concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines, and combines these disciplines to provide clarity, consistency and maximum communication impact. Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from Marketing Mix and also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public

relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor by knowing the right touch-points using to reach highest level of consumer satisfaction is referred as Integrated Marketing Communication. Using outside-in thinking, it is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. The objectives of any marketing communication process are to create brand awareness, deliver information, educate the market, and advance a positive image of the product brand. In simpler terms, IMC refers to speaking with one voice, eliciting a response. Therefore, IMC is a return to building brand loyalty by building brands that deserve loyalty. Integrated Marketing Communication in Indian Business Context: India is one of the most favourite markets on the globe. The growing purchasing power of Indias huge middle class makes it attractive. However, the customer base in India is extremely fragmented. The huge geographic expanse of the country has resulted in an inconsistent distribution system that is radically different from other countries. Also the cultural diversity of consumer, differences in their tastes, habits, and requirements that make it more complex task to market their goods in a streamlined and consistent manner. The concept of IMC with focused and massive marketing is fairly new to the Indian companies who have traditionally experienced a mixed economy and trade restrictions back home. In a protected economy, the companies had faced restricted competition and consequently did not realize the importance of targeted and more focused marketing. The idea of IMC still manifests itself in a variety of local and situational ways for marketers. It is necessary to examine the cultural and social factors with demographic influences, keeping in
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INTEGRATED MARKETING COMMUNICATION(FROOTI) perspective a pertinent analogy of GO GLOCAL with the concept of IMC. IMC is a major strategic concept that is as evolutionary and discursive in Indian context. A strong need is compulsory here to explore the concept and phenomena of IMC directly in the real world of communication. With the change in communication practices and technologies, integration in marketing techniques is inevitable for Indian companies to survive in this multi-national and multicultural world emerging globally. Flow of communication is easy and open and our ability to adapt to these changes has made it a very enthralling and promising place for the global market. The purpose of integrated marketing communications strategy is to work toward the common goal of customer focused marketing.. The Indian marketplace consists of an increasingly complex arena of competitors within a rapidly changing environment. Businesses are now getting Internet-based operations, portraying a charming picture of sophisticated and cluttered market. It is attempting to speak with clear voices about the natures of their operations and the benefits associated with the brands and products. Numbers and variety of media is bombarding potential customers with messages, it is vital to have clear and consistent communication in the clutter. Response to this apparently amorphous marketing environment has led many Indian organizations to desirable integration of their communications efforts under the umbrella of this strategic marketing communications function. Effective marketing departments and advertising agencies are developing pipelines of new, talented innovations, media buyers, promotions managers, database web masters, and others in order to succeed in the long term. Employee performance attitudes reflect morale within the marketing department and also relations with other departments and groups. The

effect of IMC plans are building bridges with other internal departments and making everyone aware of the thrust and theme of the program. The Indian companies are

identifying the target niches on social and attitudinal behaviour, and offering common product across different demographics and also formulating the message accordingly. Internet marketing is picking up pace in India with fast technological advancement. Consumption and shopping patterns are changing. Online shopping, credit card usages are being accepted. Professionalism is increasing. Recent liberalization policies have increased competition and enforced new marketing practices in India, the local environment and local markets dictate the need for specialized and integrated approaches.

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INTEGRATED MARKETING COMMUNICATION(FROOTI)

Components of a Successful Integrated Marketing Strategy

Customer Focus No strategy would yield results unless and until you value your customers. Successful marketing strategies ought to start and end with customers. Customers are indeed Gods who play a crucial role in the success or failure of an organization. Do not ignore your customers while formulating essential marketing strategies for brand promotion. The needs and requirements of the end-users need to be kept in mind. Make sure your products or services meet and exceed customer expectations. Understand, why would an individual invest in your brand if you do not have anything new and unique to offer? Integrated marketing strategy is successful only when the features and benefits of the brands reach the target customers in the desired manner and prompt them to buy the products or services immediately. Customer feedbacks are essential and need to be monitored regularly. Every business has some set of customers who are loyal and would never think of going to competitors. Design your initial marketing strategies around such customers as you do not have to try too hard to convince them. Co-operation Remember, only marketing professionals are not responsible for promoting brands and making them popular in the market. Infact, the responsibility lies on the shoulders of each and every individual who is directly associated with the organization. Interdepartmental cooperation is essential. Individuals need to work in unison, brainstorm ideas and come to innovative ideas and unique solutions. All departments, example marketing, sales, customer care, service delivery need to work in close coordination for better results and maximum customer satisfaction. Database Communication Employees need to communicate with each other effectively. Information needs to reach all in its desired form. Employees associated with a particular project need to have access to all relevant information, data, figures and so on required for its successful implementation. Managers need to share correct information with all related employees.

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INTEGRATED MARKETING COMMUNICATION(FROOTI) Leverage Understand how each marketing channel promotes your brand among target customers and also find out the costs associated with the same. Analyze which all channels are the most cost effective for you to effectively integrate for promoting various products and services to yield maximum profitability. Profitability Remember any strategy or idea is successful only when it generates additional revenues for the organization. Every function and process needs to contribute to the earnings of the organization. Make sure, marketing strategies influence customer decisions who in turn remain loyal towards the organization concerned, eventually yielding higher profits.

Integrated Marketing Communication Tools

Advertising Advertising is one of the most effective ways of brand promotion. Advertising helps organizations reach a wider audience within the shortest possible time frame. Advertisements in newspaper, television, Radio, billboards help end-users to believe in your brand and also motivate them to buy the same and remain loyal towards the brand. Advertisements not only increase the consumption of a particular product/service but also create brand awareness among customers. Marketers need to ensure that the right message reaches the right customers at the right time. Be careful about the content of the advertisement, after all you are paying for every second. Sales Promotion Brands (Products and services) can also be promoted through discount coupons, loyalty clubs, membership coupons, incentives, lucrative schemes, attractive packages for loyal customers, specially designed deals and so on. Brands can also be promoted effectively through newspaper inserts, danglers, banners at the right place, glorifiers, wobblers etc. Direct Marketing Direct marketing enables organizations to communicate directly with the end-users. Various tools for direct marketing are emails, text messages, catalogues, brochures,

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INTEGRATED MARKETING COMMUNICATION(FROOTI) promotional letters and so on. Through direct marketing, messages reach end-users directly. Personal Selling Personal selling is also one of the most effective tools for integrated marketing communication. Personal selling takes place when marketer or sales representative sells products or services to clients. Personal selling goes a long way in strengthening the relationship between the organization and the end-users. Personal selling involves the following steps: 1. Prospecting - Prospecting helps you find the right and potential contact. 2. Making first contact - Marketers need to establish first contact with their prospective clients through emails, telephone calls etc. An appointment is essential and make sure you reach on time for the meeting. 3. The sales call - Never ever lie to your customers. Share what all unique your brand has to offer to customers. As a marketer, you yourself should be convinced with your products and services if you expect your customers to invest in your brand. 4. Objection handling - Be ready to answer any of the clients queries. 5. Closing the sale - Do not leave unless and until you successfully close the deal. There is no harm in giving customers some time to think and decide accordingly. Do not be after their life. Public Relation Activities Public relation activities help promote a brand through press releases, news, events ,public appearances etc. The role of public relations officer is to present the organization in the best light.

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INTEGRATED MARKETING COMMUNICATION(FROOTI)

Model of Integrated Marketing Commmunication

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INTEGRATED MARKETING COMMUNICATION(FROOTI)

Importance of Integrated Marketing Communication

Integrated marketing communication plays an integral role in communicating brand message to a larger audience. Integrated Marketing communication helps in integrating all essential components of marketing to communicate similar message to potential and existing end-users. Integrated marketing communication goes a long way in creating brand awareness among customers at a minimal cost. Integrated marketing communication is essential not only for business to business marketing but also for direct interaction with customers. Organizations implementing integrated marketing communication not only successfully promote their brands among target audience but also develop trust among them who would always stick to their brands, no matter what. Through integrated marketing communication, similar message goes to customers simultaneously, eventually creating a better impact on them. Believe me, the end-user does not even think of buying Brand B, if features and benefits of Brand A are communicated well to the end-users. Integrated marketing communication is more effective as it carefully blends various marketing tools such as advertising, public relations, direct marketing and so on. Integrated marketing communication scores over traditional ways of marketing as it focuses on not only winning new customers but also maintaining long term healthy relationship with them. Integrated marketing communication ensures two way dialogue with customers - a must in all business. Customer feedbacks need to be monitored well if you wish to survive in the long run. Remember, their feedbacks are valuable and need to be evaluated carefully. Gone are the days when marketers used to rely only on advertising and simple promotions to make their brand popular among end- users. In the current scenario of cut throat competition, marketers need to promote their brands by effectively integrating relevant marketing tools for better results and increased productivity. Integrated marketing communication plays an essential role in delivering a unified message to end-users through various channels and thus has better chances of attracting customers. A single message goes to customers across all marketing channels be it TV, Radio, Banners, hoardings and so on.

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INTEGRATED MARKETING COMMUNICATION(FROOTI)

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INTEGRATED MARKETING COMMUNICATION(FROOTI)

INTRODUCTION TO PARLE AGRO PVT. LTD.

MISSION: To provide consumers superior, wholesome agro based food and drink bands through which Parle can build a profitable; growth oriented organization. Parle is a leading Indian Food and Beverage Company, the only Indian transnational giant with the past experience of having successfully launched leading soft drink brands like Frooti, Apply, N - Joi and Bailley. Today its brand portfolio consists of No. 1 brands like Frooti along with Apply, N-Joi and Bailley. Parle agro was the first to identify the dormant mango segment in India and launch Indias first national Mango drink - Frooti Mango. Today Frooti has an 85% market in the Fruit Drink segment. Today, the Parle Group turnover is over Rs.600 crore with group strength of over 1000 employees, including over 400 professionals.

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PRODUCTS 1. FROOTI:

It is the flagship brand of Parle agro. It was introduced in 1985 and it was the first Fruit Drink to be introduced in India.

2.

BAILLEY AQUA:

It is a mineral water and was launched in the year 1993. It is one of the first brands to get an ISI certification Bailley conforms to stringent BIS Norms. It undergoes 51 quality control tests includes 32 chemical tests, 9 microbiological tests and 10 physical tests and meets international standards laid down by WHO, USFDA, PFA. Parle Bailley Aqua is unique because it has the same consistent taste across India. This is because of the unique purifying processing system, which removes all minerals and salts and puts back only exact premeasured quantities of salts and minerals necessary for the human body. Bailley Aqua is purified with chemical free natural U.V. Treatment. 3. N-JOI: Parle Agro entered the dairy segment with the launch of N-JOI. N-Joi is Indias first real fruit and dairy fresh milk drink. It contains orchard fresh pulp of mango / strawberry and dairy fresh healthy low fat cows milk. Its full of natural goodness and wholesomeness. NJoi is nutritious filler and a delicious smooth fruit and milk drink. N-Joi Mango with dairy fresh milk and N-Joi strawberry with dairy fresh milk have been rated as the Most Innovative products in the Beverage Industry. 4. APPY: An apple drink from Parle, its available in a sleek, international pack. The brand has been positioned as the champagne of apple drinks due to its unique richness of taste. Unlike ordinary apple drinks, Aply spells style and exclusiveness which makes it a party favourite in the upper crust of the society. Apply is made from freshly picked ripe apples sourced from the rich natural environs of Himachal Pradesh. The clear and crisp Apply Nectar is a premium product available in a 200 ml easy to pour pull-tab opening pack.

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INTEGRATED MARKETING COMMUNICATION(FROOTI)

WHY FROOTI?

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-toconsume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers. Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline Mango Frooti - Fresh and Juicy has huge brand recall value for consumers and has helped the brand strengthen and consolidate its position as the market leader. Frooti has been a trendsetter all through its 25 years of existence. From being the first fruit drink in a Tetra Pak, to being the first in a PET bottle, Frooti has innovated all along the way. Frooti as a brand has always tried to evolve with its ever evolving consumers to be
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INTEGRATED MARKETING COMMUNICATION(FROOTI) relevant to them at all times. This is what really makes Frooti one of the most trusted brands and the most preferred mango drink of India. THE MANGO MANIA Imagine the fun of having a mango, and associate it with a brand! Frooti is most likely the answer one would come up with. The packaged mango drink comes as the flagship product from Parle Agro, a company which came into existence as one of the three groups born out of disintegration of Chauhan family-owned Parle in 1984. A year later, Parle Agro launched Frooti. From being the first fruit drink in a tetrapak, to being the first in a PET (Polyethylene Terephthalate) bottle, the brand has maintained a leadership position in its category, both in terms of innovation and volume. Not only that, Frootis significance in the growth of Parle Agro is well reflected in words of Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, as she proudly says, Frootis journey has been one of the most successful and fulfilling experiences for us at Parle Agro. Right from its launch in 1985 till this day, Frooti as a brand has set standards, forged memories, created landmarks and made a place in the countrys hearts and minds. Though Frooti as a product has remained same for last 25 years, the brand per se has evolved in its look, positioning and targeting. When Frooti came into existence over twoand-a-half decades ago, it came in as a contemporary and youthful drink. From its communication of early 80s, where pretty girls in mini-skirts sipped Frooti on TV screens, to its recent Why Grow Up TVC, the brand has kept refreshing its communication. Over the years, the brand has also experienced a series of repositioning. The base tagline, however, completed a full circle from Mango Frooti, Fresh and Juicy at its launch to Mango Frooti, Fresh N Juicy now. In between, the brand used different taglines such as Frooti Just like that, Fresh and juicy! What a beauty! Mango Frooti!, and Juice up your Life. The present ad campaigns, focus on Frootis association with mango, while engaging the youth by presenting the brand as trendy and contemporary.

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INTEGRATED MARKETING COMMUNICATION(FROOTI) The good old days

When Frooti was launched in a green rectangular tetrapak as a ready-to-serve mango drink, it was a first of its kind in India. Since, the packs could be carried easily and conveniently, the packaging played a major role behind making the product popular. The catchy tagline helped the brand gain an unparalleled recall value in the product category, as Chauhan says, One of the reasons, due to which Frooti has been able to maintain its leadership position, is the brands unique ability to change that has kept it true to its essence, Fresh n juicy. The brand, initially was positioned as drink for kids and the product was perceived as a healthy fruit drink by mothers as an alternative to colas. The tetrapak automatically carried benefits like extended shelf life for the fruit juice, which otherwise is a perishable product. According to industry estimates, by year 2000, Frooti had a majority market share of Rs 300 crore tetrapak fruit drink market. However, by that time cola majors like Pepsi and Coca-Cola had also started seriously looking into this drink category. Moreover, with likes of Jumpin and Real, Frooti witnessed heightened competition in its own segment of tetrapak fruit drinks and juices. From kid to adult

It was time for the 16-year-old brand to restructure its marketing strategy. Targeting to kids was not enough, as Parle Agro realised that while most people loved Frooti as kids, when they grew up, they felt Frooti was for a younger lot. There came a thought for revamping the packaging and positioning of the brand. As time changed, says Chauhan, We realised the importance of staying in tune with the expanding young consumers in the country. Based on consumer insights and trend forecasting, we felt the need to innovate the brand. With Frooti tetrapak firmly established in the market, it was time for the brand to expand the consumption occasions and consumer interaction points. Moving ahead, in 2002, Frooti launched its 250 ml, 500 ml & 1 litre PET bottles, becoming the first beverage to be available in a PET bottle. The rationale was very clear. The three SKUs (Stock Keeping Units) were meant to hit three major consumption occasions. The 250 ml for on-the-spot

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INTEGRATED MARKETING COMMUNICATION(FROOTI) consumption, the 500 ml for on-the-go consumers and the 1 litre PET for in-home consumption. This new packaging format, with rich visible product colour, increased the popularity of the product across all age groups and more importantly made space in the housewives shopping basket for her home consumption needs, says Chauhan. To capture the low-income group segment, Frooti in 2004 launched a triangular Tetra Classic Aseptic (TCA). An affordable branded beverage at Rs 2.50 was unheard of when the pack was launched. Further, the TCA would come in chains and could be strung from anywhere along with chips or shampoo sachets. Because the pack did not require refrigeration, retailing points for the liquid confectionary expanded from tea stalls to fruit shops to even phone booths. Having done enough on packaging, Frooti in 2005, rode on a major task to don a youth look. It started with a new mango look followed by a bright yellow packaging in 2008. Giving its logo a youthful look was something that the brand began as a starting point to connect with the youth. To make this effort more impactful, the brand launched successive campaigns to engage with young and adults. But the brand was equally cautious of the fact that the kid segment still constituted majority of its sales. In our pursuit of finding the acceptance of adults, we couldnt alienate the child. In the summer of 2009, we launched the thought Why Grow Up to turn the problem on its head, while keeping our loyalist kids well within our realm, says Chauhan. The statement Why Grow Up put Frootis communication in a different league from its competitors as the brand established itself as a drink for young-at-heart. It also laid foundation for a long-term strategy and vision for the brand, says Chauhan. The fun factor

So, the new strategy for Frooti focussed on one hand on breaking the image that youth associated Frooti with, on the other hand it tried to communicate with an expanded TG who are essentially fun-loving, trendy and modern. The first major campaign to engage with a curious youth segment was launched in February 2001. The campaign was about a faceless person Digen Verma. The campaign by

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INTEGRATED MARKETING COMMUNICATION(FROOTI) Everest created an initial buzz and generated interest among youth but it lacked a long term strategy to engage the audience. In another advertising campaign recently, called Juicy Mango Surprise, a nine-foot tall mango was either rolled towards people or dropped very close to them. Their real life reactions and frenzy was captured through multiple hidden cameras and a realty TVC was made out of it. With this, Frooti focused on consumer engagement. Frootis Juicy Mango Surprise which was our campaign for 2010, began as an outdoor live stunt, which was extended to television commercials, the web and social media, Says Chauhan. After last years unique OOH formula, which was recognised in Cannes Festival also, Frooti has come up with its reality TVC. The TVC is based on a mango theme-based game show, called Mango Slam Bam Bam Bam. The entertaining moments from the game show are showcased across media as this years Frooti campaign. To keep the brand in sync with netizens, Parle Agro also launched a social media campaign through a microsite that showcased exclusive footage of making of the TVC. These activities conceptualised by Creativeland Asia, the creative agency for Frooti since 2007, helped the brand establish connect with its target audience and also helped increase the brand visibility. Chauhan, however, feels that core to each and every communication is the refreshing product that Frooti is. While we have always moved with the times keeping our communication contemporary and youthful, the one underlying truth which we consciously maintain in all our campaigns is the fact that Frooti is made of real, juicy mangoes, she says.

Challenges

While Frooti has evolved a lot in terms of its positioning, the brand still has challenging tasks in hand. Experts suggest that the brand was launched in tetrapak and still the consumer association with the format is very high. Another challenge for the brand is to make the product available in returnable glass bottles (RGB) format, which according to Chauhan, is the biggest form of packaging in the mango drink category.

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INTEGRATED MARKETING COMMUNICATION(FROOTI) Parle Agro is, however, unfazed with the growing competition with likes of Maaza and Slice, as Chauhan says that the category is growing and every player stands to gain in this market. The fruit drinks category in India has been growing at a steady rate. While existing players are investing in this category, it is also attracting a lot of new players. This will only help expand the category exponentially over time, she says.

MARKETING MIX OF FROOTI

PRODUCT: A product is anything that can be offered to a market to satisfy a want or need. Indias first real fruit drink in a Tetra Pak is available in - Frooti Mango, Green Mango. Frooti Mango is from premium Indian Mangoes. Frooti has also been introduced in PET bottle packing. Mango Frooti contains vitamin A which is essential for eye sight, growth and healthy skin. Frooti is a delicious and refreshing ready to serve fruit beverage. Frooti comes in Fruit drink segment of NCSD category (NON-CARBONATED SOFT DRINK).

Frooti is available in following quantities:65 ml (only Tetra pack packaging) 200 ml (only Tetra pack packaging) 250 ml
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INTEGRATED MARKETING COMMUNICATION(FROOTI) 500 ml (only PET Bottle) 1000 ml (only PET Bottle) Hence, we can see that Frooti has got a very large quantity basket.

Product line of Frooti

Frooti 65 ml TCA 01

Frooti Tetra Pack 200 ml 02

Frooti Pet 200 ml 03

Frooti 500 ml 04

Frooti Pet 1000 ml 05

Frooti 1500 ml 06

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INTEGRATED MARKETING COMMUNICATION(FROOTI) PRICE: TETRA PACK PACKAGING QUANTITY 65 ml 200 ml 250 ml PRICE (Rs.) 2.50 10.00 12.00

PET BOTTLE PACKAGING QUANTITY 250 ml 500 ml 1000 ml PRICE (Rs.) 10.00 18.00 30.00

PLACE: Frooti is the highest distributed brand in Fruit drink segment with an 85% market share in India. Frooti reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly. This is borne out by Parle Agro winning the Beverage Industry award for the Best Managed Supply Chain 2002 and the Highest Retail Availability in the year 2002. Frootis excellent distribution system has already been proved in our market survey and analysis where 90% of the respondents agreed that Frooti is readily available to them.

PROMOTION: In a strategic move, Parle Agro Ltd is revamping its marketing plans in a bid to promote its flagship brand Frooti in the overcrowded category. In fact, the company has taken a different marketing route by launching a host of new retailing and packaging initiatives to pump up volumes. Three years ago, Parle Agro introduced a mysterious character called Digen Verma and created a hype around this person through an aggressive outdoor campaign which was quiet a success. Parle Agro had introduced two characters called Froo and Ti on every 200 ml pack of Frooti as part of its retailing initiative. These two characters are being displayed on the packs of the drink. And through tongue twisters, puzzles and various interactive games, the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs. These two
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INTEGRATED MARKETING COMMUNICATION(FROOTI) characters are very different in nature. While Froo is an affable girl who is good at studies, Ti is a naughty boy who keeps running after Froo to get his home-work done. With this move, the company expects to share various activities of its target audience--kids. Recently, Frooti was introduced in a new tetra pack packaging in 65 ml quantity which is priced at Rs 2.50 each and Parle is promoting it as 5 KA 2 OFFER, which means 2 packs for Rs 5.

INTEGRATED MARKETING COMMUNICATION OF FROOTI ADVERTISING STRATEGY

Past Agency: TBWA, Everest, Percept and Grey have handled Frootis advertising earlier. Current agency: Since 2007, the creative duties of Frooti are being handled by Creativeland Asia.

What made Frooti ads so endearing? Pandey added, We have never used a celebrity / brand ambassador for Frooti, yet our ads have always had tremendous mass appeal. What makes the Frooti ads so endearing is the fact that our ads have always been about mango lovers. Each ad speaks for Frootis brand heritage and stands for its long lasting relationship with Indian consumers. You would not find a single Frooti consumer who would not remember Mango Frooti, Fresh n Juicy. The line, popularized by the jingle in our ads is so memorable that you hum one part and someone else will complete the other.Mango lovers have always identified Frooti with mangoes. We have never had to enforce it. Over the years, Frooti has gone on to become Indias favorite mango drink. PRODUCT PROMOTION Frooti is promoted through Television Commercials, Banners and buntings at point of sale, Mobile Display on vehicles, public transport & hoardings The early ads of Frooti were all about informing the customer. "Nobody had seen anything like that, where you could punch a straw into the pack and walk away with it. We launched Frooti with a lot of local gimmicks; there were packs of Frooti hanging from trees which
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INTEGRATED MARKETING COMMUNICATION(FROOTI) people could pluck. In stores standees, promotions were very eye-catching and the curiosity that the pack generated was overwhelming. People who travelled to Mumbai were seen carrying 4-5 cartons of Frooti with them back home. Point of purchase was the singular most important thing for Frooti and the drama we did there got us all the attention. We also did school launches for the brand and every major school in Mumbai stocked Frooti in its canteens," recalls DaCunha. Interestingly, it was the agency that came up with the name Frooti, because the company had considered extending the name to other fruit drinks as well. "Product advertising played a huge role in building the brand, there was a lot of education involved. When it first came out, people mistook it for a soap, we had to tell them to take a straw, pierce it and sip it," says Nadia Chauhan. Furthermore, variants like Yo Frooti, designed with a pullback strip exposing the mouth of the tetrapack instead of the plastic straw, struck a chord with the youth. Over two decades later Frooti is still the leading brand in the mango drink space. In the year 2009, the brand was revamped. "When Frooti came into existence, it came in as a really contemporary and youthful drink. It was cool to have a Frooti. Even the imagery in Frooti communication was way ahead of anything else the Indian society was exposed to. Frooti commercials in early 80s with pretty girls in miniskirts, hula-hoop, use of CG, people diving into a pool of Frooti, etc., was something India hadn't seen before. We realized being cool wasn't alien to Frooti, it was just about reinstating the cool factor," explains Nadia Chauhan. Since its launch Frooti has done many innovations on the packaging and advertising front. While tetra packs established the brand, Frooti was also the first to introduce the drink in PET bottles. In 2003, to increase penetration Frooti created triangle shaped small packs of Frooti priced at Rs 2.50. Called Magic Frooti, the SKU helped the brand gain entry into a large number of markets in interior India doing wonders for the brand. While they are not willing to disclose the figure, Nadia Chauhan says they christened the SKU 'Magic Frooti' because of the wonders it did for the brand sales. Keeping the brand contemporary and relevant in today's times is now the brand's attempt and Nadia Chauhan admits communication alongwith innovations like PET and tetra packs will help the brand to continue being on top.

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INTEGRATED MARKETING COMMUNICATION(FROOTI) SKU strategy The company is looking at larger pack formats and will focus on a well planned SKU (stock-keeping unit) strategy to addresses 'on-the-go' as well as 'in-home' consumption for Frooti. Among recent introductions have been a one-litre carton and two-litre PET pack to cater mainly to in-home consumers and families who prefer staggered consumption. A 400 ml PET bottle priced Rs 20 is another new launch, targeted at on-the-go consumers Future Advertising Strategy for frooti: Parle is hiking their ad spends for frooti brands this summer. They have just rolled out their media campaign for Frooti. The new TVC for Frooti is radical in its approach taking the previous years innovative reality TVC format to a whole new level, offering viewers mango-based branded entertainment, aptly titled Crazy Mango Fun. GUERILLA APPROACH Falling 9 Foot high mangoes Communicated Brand Essence

Surprisingly Juicy-Mango Frooti

CREATIVE STRATEGY USE OF EMOTION ICONS: Mango Emotions known as Mango icons are printed in 200ml Frooti packs 21 different mango icons are available in markets

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INTEGRATED MARKETING COMMUNICATION(FROOTI) MANGOTICONS

UNIQUE SELLING PROPOSITION: The USP of Frooti is real mango taste Parle's Frooti No 1 fruit drink Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in India. It reaches more than 10 lakh retail outlets in up to class C towns through more than 1,500 distributors and wholesalers directly and indirectly. India's first real fruit drink in Tetrapak is available in three delicious varieties - mango, orange and pineapple - Frooti Mango from premium Indian mangoes, Frooti Orange from chilled imported orange concentrate from Brazil and Frooti Pineapple made from ripe juicy pineapple.

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INTEGRATED MARKETING COMMUNICATION(FROOTI) The company's another revenue earning brand includes Bisleri water. The Bisleri brand of mineral water is being made available across the country. It has a market share of 40 % Meanwhile, Parle Agro is planning to tap the rural markets with its strongest brand, Frooti. There are plans to set up a separate distribution network catering to these pockets with modifications leading to value addition in the product itself. States Chauhan, ``We want to penetrate rural India not only in terms of the number of outlets but also with regard to frequency of coverage. After all there are people out there who want to copy city folks.'' This should ensure that the Frooti brand covers a tota l of one million outlets nationwide. Frooti is the first tetrapak fruit juice in India. Launched in 1984, Frooti still holds a dominant position in the Rs300 crore tetrapak fruit juice (TFJ) market. Frooti over these years have carved out a niche for itself in the market. Frooti instantly caught the fancy of Indian consumer with its tetrapak and some smart campaigns. Initially the drink was positioned as a kids drink. The product was perceived as a healthy fruit drink by the mothers. So within a short span of time, the brand was an alternative to the unhealthy colas. The tetrapak had other benefits also . Fruit juice is a perishable product and tetrapak have extended the shelf life of Frooti because tetrapaks have 2 layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life.

Lured by the success of Frooti, there was a lot of new launches in the TFJ market. Players like Godrej with Jumpin, kissan etc tried their luck in this market but failed to dislodge Frooti. Frooti was positioned as a mango drink that is Fresh-n-juicy For over a 7 years, the company promoted the product using that famous baseline. The product have tried to create excitement in the market through a series of new variants and packing. But in late ninetees the brand was facing stagnated sales. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. The came the experiment with packaging . The YO! Frooti variant came with a slim paper can aimed at the college going youth.

Worried by the stagnating sales, Parle tried to reposition the brand to appeal to youth aged between 16-21. The positioning changed to be more fun based. The package also changed. The old green color of the bottle changed to more bright mango color with lot of graphics
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INTEGRATED MARKETING COMMUNICATION(FROOTI) added to it.

One of the most famous marketing campaigns India have witnessed took place during the repositioning. The campaign is the famous Digen Verma campaign. This campaign was considered as one of the most successful teaser campaigns in India. The campaign lasted for 15 days started in February 2001. The campaign was about a faceless person Digen Verma. There were posters and outdoors all across the markets that had messages like Who is Digen verma Digen Verma was here etc. This created lot of excitement in the market and Digen Verma became the most talked about faceless name at that time. The campaign was executed by Everest communication. But the campaign was not followed up and the hype was not translated to long term brand building.

Frooti is basically a nectar based drink so it is not 100% fruit juice, it also have some preservatives added to increase the shelf life. Although Frooti did not face much competition in the category it created, competition came from a slightly different category, 100% fruit juices. Parle saw the emergence of the 100% fruit drink market and launched Njoy brand but it did not clicked. Parle could have extended Frooti to this market also .The brand Real from Dabur is the main player in this category. Real effectively positioned itself as a premium healthy drink for adults. Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavour. Frooti also changed its positioning statement from Fresh-N-juicy to Juice Up your life which have not clicked with the customers.

Although Frooti enjoys a commanding (75%) market share , Frooti is facing stagnation. May be some serious steps should be taken to increase the usage of the product. The launch of PET bottle Frooti is a step in this direction. Recently Frooti also launched a Green mango variant just to create some hype in the market. Frooti may have to reposition itself again to appeal to cola drinkers.

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INTEGRATED MARKETING COMMUNICATION(FROOTI) SALES PROMOTION 1) Parle launches Frooti Foundation (On May 28, 2008) Parle has launched the Parle Agro Frooti foundation', an initiative designed to give back to the less fortunate in society.

Parle has launched the Parle Agro Frooti foundation', an initiative designed to give back to the less fortunate in society. As part of this recent corporate social responsibility (CSR) initiative, the company has signed up with Radio One for'Aam baatne se bat tha hai,' through which listeners are asked to call in with their 'mango experiences' and each time somebody does so, the Frooti Foundation donates a carton of mangoes to an orphanage. The company has also launched a website www.frootifoundation.com as a part of this initiative. As part of the Foundation's initiative 'Alms for aams,'crystal mango bowls will be placed at various retail outlets where people can donate money, which will be used to assist orphanages in the city. Other activities include a talk show on Radio One designed to assist psychologists, child specialists and staff from orphanages in understanding issues that orphans deal with and a summer camp for underprivileged children. The Frooti Foundation is yet another way for Parle Agro and Frooti to reach out to people and make a positive difference in their lives," said Nadia Chauhan, director marketing, Parle Agro.

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INTEGRATED MARKETING COMMUNICATION(FROOTI)

2) Parle Agro repositions Frooti ahead of the summer season (On Mar 17, 2009)

In a major push ahead of the critical summer season, Parle Agro has launched an aggressive marketing campaign that will look at repositioning its mango drink Frooti as a more contemporary youthful brand. Creativeland Asia has worked on the repositioning which will has seen a repackaging for the mango drink, created in-house by the agency. Built around the concept of Why Grow up, the TVC that went on air recently is a montage of shots showing mango lovers from various age groups enjoying the drink, slurping it without any inhibitions.

In a major push ahead of the critical summer season, Parle Agro has launched an aggressive marketing campaign that will look at repositioning its mango drink Frooti as a more contemporary youthful brand. Creativeland Asia has worked on the repositioning which will has seen a repackaging for the mango drink, created in-house by the agency. Built around the concept of Why Grow up, the TVC that went on air recently is a montage of shots showing mango lovers from various age groups enjoying the drink, slurping it without any inhibitions. All the slurping sounds are edited in a way that lends itself to a rhythm. The TVC ends with a sign off saying; Why grow up? The Frooti revamp has been a nine month exercise, it started with an extensive look at the market, the target consumer, his new values. Then we studied the brand, its history, its strengths. Today, cool comes from being unabashed about what you are and not by aping or trying to be someone else. A mango cannot be a grown up serious fruit. You cannot eat it with a fork and a knife. It is asymmetrical and people go nuts having a mango. It is a childlike fruit. Frooti embodies the spirit of mango. We couldnt try and behave like a gaming brand or a jeans brand. We had to find a voice for Frooti that was
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INTEGRATED MARKETING COMMUNICATION(FROOTI) well within its values and yet so cool and contemporary that people in their head said Wow, I didnt look at Frooti like that, not that this isnt Frooti, explained Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia on the thought that went into the repositioning exercise.

The TVC has been shot by Prakash Varma of Nirvana films. The film was edited in VHQ, Singapore and the sound design for the commercial was created by The Gunnery in Singapore. 3) PARLE TO LAUNCH FROOTI IN GLASS BOTTLES

Challenging Maaza, Parle Agro is aiming to launch Frooti in returnable glass bottles Parle Agro is entering the RGB (returnable glass bottles) segment by launching its mango juice brand Frooti in glass bottles to take over Coca-Colas Maaza. "By entering into the RGB segment, we are looking at increasing our footprint in virgin territories," said Nadia Chauhan, joint managing director at Parle Agro. "We expect to increase our market share with this move" he added.

Experts say that this could be a good move for Frooti and in fact could be a game-changer for Parle. It can now match Coca-Cola and also venture into the biggest sales channels. As of now, Maaza is the leader in the 2,000 crore fruit-based drinks segment and is available in tetra packs, PET and glass bottles.

"Of the three consumption occasions-on the go, at home and on-premise consumptionFrooti has been covering the first two," said Devendra Chawla, president FMCG and Food at Future Group. "However, the third one is significant and presence there would add more distribution touch points, sales as well as new consumers since 'Horeca' (Hotel, restaurant & cafe) are a significant channel that is primarily RGB driven."

Though this is an intelligent move, it would still be a rough road for Parle as Maaza is the most preferred non-alcoholic ready to drink beverage in the country. It also enjoys massive brand equity one that is synonymous with mango.

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Conclusion
The emergence of integrated marketing communications (IMC) has become a significant example of development in Indian marketing discipline. It has influenced thinking and acting among all types of companies and organizations facing the realities of competition in the present open economy. It is the judicious and efficient use of the product promotional tools so that a universal, clear, and effective promotional message is communicated amongst the target audience. Integrated Marketing Communication (IMC) is more than the coordination of a company's outgoing message between different media and the consistency of the message throughout. This also facilitates in ascertaining the effectiveness of the overall marketing effort to evaluation of brand messages.

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INTEGRATED MARKETING COMMUNICATION(FROOTI)

Bibliography A) BOOKS Principles of marketing- by Philip Kotler Marketing management- by Rajan Saxena B) WEBSITES www.managementstudyguide.com

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