Mango Soft Drink Market Movement,
Competition with Brand Revamp
Must be Transform Summer Strategy into Brand
Enhancement…
RE-BRANDING is not a right solution to gain market share & market
coverage in spite of already strong brand identity & brand equity across
the market. Mango based Juice brands Frooti (From Parle Agro) have done revamp
on this summer season.
Key Market Players (Mango based
soft drink):-
Frooti (From Parle Agro),
Slice and Tropicana Slice (From
PepsiCo) &
Maaza (From Coca Cola).
Total Estimated Mango based soft
drink market in India:- INR 3500 Crore in 2014 (Source: Livemint) which is
growing 8% yearly.
Brand Revamped Strategy:
Frooti:- Started brand journey from “Mango Frooti, Fresh and
juicy” and now after 30 years, Frooti
has roped out with new logo with changing the font, shape, color, packaging
design & new tagline “The Frooti Life”.
Brand Revamp Impact:
Many brands have already been revamped in 5 years across the globe
& it gives feeling like brand revamp scenario is thriving in order to make
it strong despite of already being a strong in existing market. To change the brand identity is not an easy
task & after have been changed, numerous factors can be give a vary impact
on brand.
Similarly, 30 years old brand
Frooti is rolled out with re-branding which was being well-known as Fresh N
Juicy - mango Frooti as well as was also giving the brand taste towards
consumers. Observing the Frooti New logo & communication strategy “The
Frooti Life” is exceedingly disappointing. Bold font is seems ok but the font
style & given a space between each “FROOTI” letter is showing like Sports
effect as well as feel like disappear the mango feeling.
Though, Frooti is very old brand
& well-aware in Indian market so it does not give that much influence on
sales but majorly consumers (Frooti lovers) may be expressing dissatisfaction
when they are looking new packaging & logo. I feel that the Communication
strategy “The Frooti life” is diminishing the brand personality as compared to
old tagline “Mango Frooti, Fresh n Juicy” because the old tagline had implied
that Frooti was a substitute of Mango extract.
Summer period is very crucial for Mango / by products of mango market
in India. So it should be never think to change about brand identity / brand
revamp strategy if the brand is already been well-established in market and
must be emphasize more on strategically brand enhancement in order to gain
maximum market & consumers
satisfaction.
Always strategically emphasize
on “Brand Enhancement rather than Brand Revamp”!!!
