Questions for Discussions: 1. “With pressure from all sides, Parle Agro was forced to rethink its strategy”. Discuss the components of the re-launch strategy for ‘Frooti’. 2. Discuss the rationale behind the ‘Digen Verma’ campaign. Do you think it will be effective? 3. “The success of a brand is dependent on many factors besides the promotional campaign.” Comment.
Answers 2>"Our aim was to create hype around the product, so we introduced a mysterious character called 'Digen Verma.' As our target audience is the youth segment, we wanted to showcase their rebellious spirit through Digen Verma."
"Frooti has always been positioned as a drink for kids. Now, we want to position it as a drink for the youth, especially, the college-going teenagers. We therefore went in for a real life, down-to-earth person, who, like any college student likes to bunk classes, is a good sportsman and is a popular figure in the college, with whom the teenagers can actually associate themselves.'"Alka
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