Frooti beats PepsiCo''s Slice after a decade
Parle Agro’s Frooti
wins back number 2 position outselling PepsiCo’s Slice after a decade
India: Frooti, a product of
Parle Agro beats its multinational rival PepsiCo’s Slice and emerged as country’s
second most popular brand. The number one position is captured by Coca Cola’s
Mazaa with a market share of 48%. Frooti had a share of 25.6% against Slice
which had a share 23.4% in India's Rs 6,300-crore mango drink category.
Two years ago, Parle roped in actor Shah Rukh Khan, first celebrity ambassador
ever to endorse Frooti and as a part of strategy focused on PET bottles
(bottles made of polyethylene terephthalate) to woo both children and adults.
The strategy was designed to strike a balance to retain kids as a large
consumer base on the other hand appealing old customers to increase the market
share.
Parle introduced the
tetra-pack in India around three decades ago but the introduction of PET bottles
was a strategy to convert adult customer base who prefer PET bottles against
tetra-pack. Though the spokesperson for PepsiCo India said that the position of
Tropicana Slice is unchanged and they are delighted with the strong growth and
its position in the mango based drinks category.
The sale of Frooti
grew by 12% from last year and Frooti is considered as popular mango drink in
the country. Over the year’s cola giants were more popular in India but due to
new positioning, campaigns and focus on PET bottles has expanded the customers
base of Frooti over Slice.
According
to TechSci Research, competition is
getting tougher and companies are innovating within the mango drink category to
capture most of the market share as Coca Cola wants Mazaa to capture most of
the market share and Coca Cola aims at turning Mazaa first billion-dollar juice
brand in India.
Related Report : https://www.techsciresearch.com/search.aspx?freetxt=%20Energy%20Drink%20&Search=Search