Segmentation, targeting
and positioning together comprise a three stage process. We first (1) determine which kinds of
customers exist, then (2) select which ones we are best off trying to serve and,
finally, (3) implement our segmentation by optimizing our products/services for
that segment and communicating that we have made the choice to distinguish
ourselves that way.
Segmentation-
With the demographic
aspect Frooti's consumer section can be broadly divided into two.
The primary segment
consists of children in the age group of 4-12 years. Here the consumers are the
kids, however the customers are their parents who are in search of a healthy
beverage alternative for their kids who they wish to keep away from colas.
The secondary segments
consists of all the adults those who love fruit based drinks because they are
wholesome and non-carbonated. They may also be influenced by the several
on-going campaigns and endorsements. Most of their decisions are based on their
individual likings.
Targeting:
- · Recreational purposes (movie halls, community sectors)
- · Kids
- · Lifestyle
- · Sports
- · Fitness
- · Health
- · Primary market:
- · Kids
- · Teens
- · Youth
- · Working people
- · Women
- · Elderly people
- · Secondary market
- · Travel industry (airlines, railways etc.)
Positioning:
Frooti is India's
legendary and iconic mango drink. When Frooti was launched in 1985, it came in
as a really contemporary and youthful mango drink. It was the first brand to
introduce fruit drink in tetra packs. In the 1990's the commercials revolved
around the king of fruits mango.
As Frooti entered the
second decade the brand realised that they have to change perception that it
was a drink just for kids. There was a need of new positioning. They had to
make Frooti more relevant to the youth. The YO Frooti campaign, Digen Verma
campaign and Bindass campaigns were steps in that direction. Being the market
leader in fruit drinks, it is important that Frooti stands out while retaining
the brand associations with mangoes. Frooti's recent campaign "why grow
up" lays the foundation for long term strategy and vision of the brand. It
not only highlights the brand makeover, it also stays true to its core mango
value.
The change in
positioning of Frooti can be seen with the example of its constant change in
tagline messages throughout the years and their packaging approach.
‘Mango Frooti, Fresh n
Juicy’ has remained the base tagline since the brand launch. In between, the
brand has used new taglines such as:
‘Frooti - Just like
that’
‘Fresh and juicy! What
a beauty! Mango Frooti!’
‘Juice up your Life’
Why Grow Up?
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