Product details

This case analyses the re-launch strategy adopted by Parle Agro for ''Frooti'' and the promotional campaign run by it. The case discusses Parle''s teaser campaign which was unusual in that it revolved around a faceless person named ''Digen Verma''. ''Frooti'' was the first tetrapak fruit juice to be launched in India. However, owing to stagnating sales, Parle Agro planned to re-launch ''Frooti'' by positioning it as a fun drink for the youth. As a part of the strategy, it launched a teaser campaign. This teaser campaign revolved round a faceless brand ambassador who was positioned as someone whom the youth could relate to. The teaser campaign evoked enormous public interest. As a part of the re-launch strategy, the packaging of the product was also changed and the baseline changed to ''Just like that.'' The case is designed to enable students to understand the rationale why Parle needed to re-launch Frooti. It gives students an idea of the importance of promotional campaigns in a re-launch strategy. At the end of the case discussion, the students should have grasped the following issues: (1) the concept of re-launch and the components of a re- launch strategy; (2) the concept of positioning and its relevance to the re-launch strategy; (3) the significance of promotional campaigns and the rationale behind teaser campaigns; and (4) the pros and cons of a teaser campaign. The case is intended for MBA/PGDBM level students as a part of their Business Strategy curriculum.