In a rattling surprising displace this summer, Frooti decided to extend itself into Fizz category amongst the launch of Frooti Fizz. The fruit + fizz category was created past times Parle Agro through Appy Fizz inward 2005.
The build had a rattling high profile launch piggy banking on the build ambassador Alia Bhatt. Now Parle Agro quest keep SRK, Priyanka Chopra too Alia Bhatt endorsing its brands. That besides is a shift from the before promotional strategy which was essentially non revolving closed to a celebrity.
The novel launch is interesting inward the feel that why should a build similar Frooti extend to a category which is significantly dissimilar inward price of the most of import category attribute -Taste. Frooti is the marketplace leader inward the category too the build is worth closed to 600 crores. Fruit + Fizz category is a niche category now. The build owners experience that customers are shifting from artificially carbonated drinks to other forms which are perceived to locomote to a greater extent than healthy. So the Fizz category may encounter an involvement from the mainstream carbonated potable customers too eventually grow inward size. Frooti amongst its build equity would locomote able to elbow grease to a greater extent than customers into the category.
Another argue is to convey inward renewed involvement into the brand. Frooti existence a build which has been inward the marketplace since 1985 wants to rejuvenate the build equity too remain immature too relevant. One agency to remain relevant is to kicking the bucket along reinventing too experimenting. This launch is besides such an endeavour to kicking the bucket along the build innovating too taking risks too explore newer pastures.
Influenza A virus subtype H5N1 lot of success of Frooti Fizz would depend on the gustation factor. The nature of the Fizz category was that it was suited for occasional indulgence too non for regular consumption ( personal consider !). Frooti Fizz would locomote aiming to alter that. The launch ad tries to practise a Yo ikon for the brand. However, I cannot read much close the build inward the promotion except the presence of vibrant colors too the build ambassador.
Frooti has taken a risky stride past times extending into a dissimilar sub-category. I am non a fan of extensions, however, Frooti may practise goodness from the additional promotional force too consumer involvement aided past times this Rs 100 crore media blitz.
