Frooti is the top-selling mango flavored drink in India, launched in 1985 by the company Parle Agro India. It was the first brand to introduce ready-to-serve beverage in TetraPak packaging in India. The marketing mix of Frooti refers to the steps that the organization uses to promote itself in the market. The 4Ps in the marketing mix of Frooti are:
Product
Frooti is one of the famous nutritional drinks, often considered as a real thirst quencher. This soft drink comes in two different flavors, i.e., mango and green mango. Its main ingredients include mango pulp, water, sugar, salt, ascorbic acid, citric acid, food coloring, and seasoning. Initially, it was available in TetraPak packages in various sizes.
Frooti is a premium mango beverage which competes in the market through its refreshing flavor and subtle packaging. Recently, Frooti expanded its product portfolio by introducing Frooti Fizz in 2017. The product was available in packs, then moved into bigger SKU and PET bottles of several sizes like 200ml, 250ml, 500ml, 600ml, 1.2ltr, and 2ltr.
Price
Frooti has adopted cost policies and allotted prices keeping in mind different preferences, income groups, and demand of customers. Frooti uses economic pricing policy and sells its products at affordable rates. Its products have reasonable prices and, as per their packaging and content, it ranges from Rs.5, 12, 25, 45 and 60.
Its economical rates and brilliant distribution network have helped the company in making its mark in both rural and urban markets. The PET bottles are available in supermarkets and malls while the small Frooti SKUs are available in retail stores. The low rates of its products have contributed in simple purchasing through the customers.
Place
India’s most famous mango drink is available in its every corner. It has one of the best distribution networking, owing to its parent company. As per an estimate, Frooti has reached around one million outlets through its 1500 distributors across India. It gets exported to various countries like Australia, UAE, Canada, UK, US, Saudi Arabia, Thailand, Malaysia, New Zealand, Maldives, Singapore, Ghana, Malawi, Japan, Ireland, Nigeria, etc.
Frooti is readily available in every place including movie theatres, bus stops, railway stations, malls, school, college, and office canteens, supermarkets, hypermarkets, general stores, and corner shops. This availability helps Frooti to reach out to every person and has garnered an image of nutritious, yummy, and affordable drink in the minds and hearts of people.
Promotion
The playful advertisements of Frooti have always helped it in earning the acceptance from younger and older generation. The brand attracted children with its high-spirited commercials on digital, print and social media. TV, radio, hoardings, billboards, newspapers are the main advertisement tools which Frooti uses.
Famous Indian superstar Shahrukh Khan endorses the products of Frooti. Frooti has some best taglines like Mango Frooti, Fresh and Juicy, SRK Loves Frooti which has become everyone’s favorite. It also promotes its products by giving free juices to school kids and sponsoring their programs and annual day functions.