Marketin Strategy and Marketing Mix of Frooti

Topics: Soft drink, Marketing, Juice Pages: 30 (6101 words) Published: January 17, 2013

* Introduction
*Scope of project
*Objective of project

* Company profile
*Industry profile
*Beverage preparation section
*Sidel section
*Marketing  strategy
*Marketing Mix

*Research Methodology

*Marketing survey   & Data Analysis


*SWOT Analysis





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A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated soft drinks are more commonly known as soda,pop, tonic,or soda pop in parts of the United States and Canada, or fizzy drinks in the U.K.; sometimes called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by the way of contrast to the term "hard drink". The term "drink", while nominally neutral, often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit punch are among the most common types of soft drinks, while hot chocolate,hot tea, coffe, milk,tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non- caloric sweeteners


1. Detailed study of the non carbonated  soft drinks industry in India  
2. Analysis of Frooti’s performance against the other prevailing noncarbonated soft drinks brands in the country.  
3. Analyzing consumer perception based on various parameters such as purchase frequency, effect of sales promotion schemes, brand attributes and consumer loyalty, packaging


1. To study the taste and preferences of the consumer
2. To study the marketing strategy of frooti in Mumbai
3. To study the marketing mix of Frooti
4. To study the market share of Frooti in the non-Carbonated SoftDrink (NCSD) category


Welcome to the Parle Agro family

They are a little juicy and a bubbly bunch. They love playing hosts to billion customers & cater to their preferences and, of course, to their taste buds through originality and innovation.They are the Parle Agro family. One of the fastest growing companies in their area of business. and their efforts have complemented the ever-changing face of India, leaving everyone craving for more.


They develop their own little philosophy which goes something like this:

Our Business Statement: “We are in the business of refreshing India with our products, refreshing the market with new categories and refreshing ourselves through innovation.”

Our Vision: “To be the leaders in our business. We will stand apart from the competition by being the first in the market to innovate.”

Our Mission: “We will be the leaders in our
business by - maintaining high quality,
introducing new and innovative products,
reaching every part of India, remaining customer-centric, constantly upgrading our knowledge and skills.”

The Family Tree

Parle agro’s legacy began over two decades ago. With the sole purpose of providing India with juicy and zestful thirst quenchers.

Over the years, ambitions grew. And with that, their family. They are one of the biggest companies with an annual turnover of Rs.10 billion that is expected to touch Rs.30 billion. And growing at a pace that surprises many, sometimes even themselves. Today, every member of family contributes towards their mission of ‘Refreshing India’ by seeping through to millions of hearts with a gush of fun



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