frooti - digen verma campaign
DESCRIPTION
TRANSCRIPT
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Frooti – The Digen Verma Campaign
“Just Like That”
Presented byBenjamin Zhimomi.
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Introduction to the campaign
“Digen Verma campaign was a promotion campaign Designed and executed by Everest Integrated Communications (Everest) in the year 2001. Its purpose was to Reposition Frooti as a youth drink. It helped increase the sales by 30% and capture a huge market share of 80%.”
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Launched in: 1984.Category: Fruit Juice.Flavour: Mango.Package: Tetra Pak.Main Competitors:
- Coca Cola - Maaza- Pepsi – Slice
Product
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Frooti before the Campaign
• Sales was dropping.• Loosing appeal. • Recall rating was decreasing.• Competition was increasing.
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The Campaign
• Reposition Frooti as a Youth Drink.• Increase the recall rating.• Create a Brand Name as Fun and
cool Drink For Youths.• Increase the Sales.
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Image as
Kids Drink
Keep the
Kids Age Segment
Competitors
Like Coca cola
and Pepsi
Acceptance
by youths
Problems Faced
In Repositi
oning
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• Create High Selection Retention commercial of Frooti. - Frooti should be the First name to come in mind when they think of a fruit drink.
• Create High Customer Personality Involvement with Frooti. - The youths should think of Frooti as youth drink. - Think of Frooti as a Fun and Cool Drink.
Objectives of the Campaign
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Behavior of Target Segment
(Behavior of youths aged 16 – 19)
• Curiosity.• They want to act Bindass.• They like to act different.• They like to act like people they
think are cool.(Salman Khans hairstyle in Tere Naam,Amir Khans hairstyle in Ghajini)
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Activities of the Campaign
• Digen Verma.• New tag line to “Just Like That”• New Packaging and Introduction of
PET.• Powerful Promotions:
- Teaser Ads.- TV Commercial.
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A TV Digen Verma Commercial
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Who was Digen Verma?
“ Digen Verma was a fictional personality. He was a mystery. He existed only in the minds of the people. He was created to make the people curious and get their attention”Why Digen?
Why Verma?
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Means of Promotions
• Teaser Ad:- Bus.- Canteen.- Cafeteria.- Mall.- Car etc.
• Video Commercial:- TV.- Cinema.
•“Digen, your cars being Towed”!!
•“Digen was here”??
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“Just Like That”
• “Bindass” Tag Line.• More Youth like tag than “Fresh and
juicy”.• Flip and Drink.
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Packaging
• Flashy graphics.• Signature green and yellow colour.• Flip and Drink packaging.• First PET bottles in different
quantities to suit different needs.
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Effect on People
Make People Curiou
s
Generate
Interest
Remind
them again
Set In their
Minds
Connect
with Frooti
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Product POP and PODPrice
Fruit Juice
POP
Tetra Pack
Filp and Drink
POD
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Outcome
• Increased Mass Appeal.• Made a huge presence in the market
by capturing 80% of the market.• Shifted to a new segment.• Retained the old Kids segment too.
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The Situation after DV campaign
68
80
6
Sales in %
Pepsi-SliceCoke-MaazaParle-FrootiUnorganised
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Recommendations• Frooti should continue coming up with
creative ideas like this have a consistent Image.
• Product quality should be consistently checked and enhanced to improve customer satisfaction.
• New product variant like Strawberry, Pineapple etc should be introduced.
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DIGEN SAYS…
THANK YOU!!!!