Life Cycle concepts

The four stages in a Product Life Cycle –

Introduction:  

Frooti, or Mango Frooti is the largest-selling packaged mango drink in India. It was launched in 1985 and is the flagship product of Parle Agro Pvt. Ltd. During its launch, it took the innovative path as it was the only beverage sold in a Tetra Pak pack. This was indeed a new concept for the Indian consumers who were normally used to indispensable bottles. If not only this, Frooti was also considered to be healthy in comparison to the other existing aerated drinks. Thus it became an alternative to the unhealthy colas. The concept of a tetrapack was a huge advantage. People could choose to dispose of their drinks as and when it was done with convenience.

Growth: Frooti was positioned as a mango drink with the tagline "fresh n juicy", for over 7 years. Frooti then started varied packaging depending on the requirements for a particular occasion. During Frootis growth stage several other players launched their drinks in the market however they failed to dislodge Frooti who by then had created a commendable position.  

Maturity: With time, as Frooti entered its second decade, they realised that Frootis perception of it being a drink only for kids had to change. This had to be done in order to increase their consumer base. There was a need for new positioning. The ads and campaigns then were more about making Frooti more relevant to the youth. The Yo Frooti campaign, Digen Verma and the Bindass campaign helped achieve this motive that they had in mind. This is when the packaging of Frooti switched from green to orange to make the product more appealing to the consumer psyche. Frooti at present is still in the mature stage along with its parent company – Parle Agro. 

Decline: Frooti still hasn't reached its declining stage. However it seems to be stagnating. In order to appeal to the huge number of cola drinkers, Frooti may have to position itself.

Frooti is in its maturity stage and so is Parle Agro as its parent company.