Marketing Mix Elements

 Product:

·                 India’s first fruit drink, available in a tetra pack

·                 Made from premium mangoes - India’s king fruit.

·                 Also available in PET bottles - Durable good/ Consumer good.

·                 Contains vitamin A

·                 Comes in the NCSD category

·                 Tasty and healthy

·                 Available in different quantities.

Price:

·                 Ranges from 2.50 to 60 rupees.

·                 Sizes available based on price and requirements.

Place:

·         Highest distributed brand in fruit drink – 85% market share and easily available.

·         10 lakh retail outlets through more than 1500 distributors and retailers – directly or indirectly

·         Best managed supply chain and Highest retail availability – 2002

Promotion:

·         Parle Agro is revamping its marketing plan in order to suit the current market scenario.

·         New retailing and marketing initiatives taken each  year.

·         Digen Verma campaign which involve a mysterious character in order to gain attention.

·         Parle Agre introduced new characters called Froo and Ti on every bottle.

·         Campaigns that target the youth - Say it Sid, Sharukh Khan, Why Grow Up etc.