Customer Value Construct

Parle Frooti as a product offers the customer a benefit of having the pure taste of mango at any given point in time. It provides the consumer with an economical drink that is easily available. It gives the consumer a feeling of youth and health. Parle Agro as the parent company helps achieve the brand image very easily.

Now you do not have to wait for the summers to quench your thirst or craving for the king of fruits. Indeed Mango Frooti, Fresh and Juicy!

 Total customer benefit is a summation of:

Product Benefit- Product benefit relates to the advantages a customer may derive on consumption of the product. In the case of Frooti it is a non-aerated fruit drink perceived to be healthier than the soft drinks consumed to refresh one self and satisfy the basic need of thirst. It is a rich source of Vitamin A and provides the benefit of having Mango in any season.

Services Benefit: Services offered with the product is the service benefit for that product. For Frooti the contact details of the company, the expiry date, manufacturing date, ingredients used etc could represent the service benefit.’ It provides a summarized brief on the contact details and the ingredients that help assure the consumers of it being a healthy yet tasty drink.

Personnel Benefit: It includes the customer's perception of how useful or approachable the personnel in the system of the product would be to them. Better, knowledgeable and well trained personnel assisting a customer would be great. For Frooti there is no direct personnel benefit.  The product is available on the shelves of various shops and retail stores. Hence in case of Frooti, maybe a good availability and distribution could come under Personnel Benefit.

Image Benefit: The reputation of the brand in the market plays a crucial role in decision making. What the customer thinks of the product and what others think of him consuming the product is important. Frooti as a brand has always tried to evolve with its evolving consumers to be relevant to them at all times. This is what really made Frooti one of the most trusted brands and most preferred brand for a mango drink in India. It comes across as a trendy and cool drink. The‘Fresh n Juicy ‘positioning did wonders for the product.

Total Customer Cost is the summation of the monetary cost, time cost, energy cost, and psychological cost of the product. Past positioning of Frooti came in as a mango drink for school kids. In the second decade there came a need for new positioning. This was to change the perception more relevant to the youth.

Monetary Cost- This includes all kind of the cost paid by the customer to obtain the product. It includes the price of the product, travelling expenses paid by the customer etc. Frooti price ranges from Rs 2.50 to Rs 60 depending on the quantity required for the given occasion. Price of the product is highly economical here according to the quantity. Frooti does not add any additional cost to the consumer due to its easy availability in nearby shops and stores.

Time Cost- Total amount of time invested by customer during the buying process. It also would include the time for which the customer can be influenced by the other product. Time can be in seconds, minutes or hours. The time cost for Frooti is minimal due to its availability in every shop or store. Convincing the customer in case of Frooti can however be a tedious process due to the other completion from the aerated and other drinks.

Energy Cost- Total energy spent by the customer in the buying process. It is not clear that for what purpose the term "Energy" is used. The easy accessibility of Frooti helps save both time and energy in purchasing the product.

Psychological Cost- It is the mental effort made during buying, using and maintaining the product. The psychological cost here comes from the consumers feeling healthy about buying a non-aerated product. Parents consider it to be healthy for their kids, children consider it to be yummy and fun and the youth consider it to be a cool drink associated with Parle Agro as its parent company.