Frooti : The Frooti Life

Mango Soft Drink Market Movement, Competition with Brand Revamp

 Must be Transform Summer Strategy into Brand Enhancement… 

RE-BRANDING is not a right solution to gain market share & market coverage in spite of already strong brand identity & brand equity across the market. Mango based Juice brands Frooti (From Parle Agro) have done revamp on this summer season.

Key Market Players (Mango based soft drink):- 

Frooti (From Parle Agro),

Slice  and Tropicana Slice (From PepsiCo) &

Maaza (From Coca Cola).

Total Estimated Mango based soft drink market in India:- INR 3500 Crore in 2014 (Source: Livemint) which is growing 8% yearly.

Brand Revamped Strategy:

Frooti:- Started brand journey from “Mango Frooti, Fresh and juicy”  and now after 30 years, Frooti has roped out with new logo with changing the font, shape, color, packaging design & new tagline “The Frooti Life”.

Brand Revamp Impact:

Many brands have already been revamped in 5 years across the globe & it gives feeling like brand revamp scenario is thriving in order to make it strong despite of already being a strong in existing market.  To change the brand identity is not an easy task & after have been changed, numerous factors can be give a vary impact on brand.

Similarly, 30 years old brand Frooti is rolled out with re-branding which was being well-known as Fresh N Juicy - mango Frooti as well as was also giving the brand taste towards consumers. Observing the Frooti New logo & communication strategy “The Frooti Life” is exceedingly disappointing. Bold font is seems ok but the font style & given a space between each “FROOTI” letter is showing like Sports effect as well as feel like disappear the mango feeling.

 Though, Frooti is very old brand & well-aware in Indian market so it does not give that much influence on sales but majorly consumers (Frooti lovers) may be expressing dissatisfaction when they are looking new packaging & logo. I feel that the Communication strategy “The Frooti life” is diminishing the brand personality as compared to old tagline “Mango Frooti, Fresh n Juicy” because the old tagline had implied that Frooti was a substitute of Mango extract.  

Summer period is very crucial for Mango / by products of mango market in India. So it should be never think to change about brand identity / brand revamp strategy if the brand is already been well-established in market and must be emphasize more on strategically brand enhancement in order to gain maximum market & consumers  satisfaction.

  

Always strategically emphasize on “Brand Enhancement rather than Brand Revamp”!!!