I am no more a Solitary Sole

As we all know, markets are extremely competitive and highly fierce in terms of competition. There is a contemporary example to this fact.

Frooti is a brand from the stable of Parle Agro, which was launched in1985. It is the largest selling mango drink in Indian market with 75% market share. To maintain a brand portfolio and also to differentiate, Parle agro came up with Appy which is an apple drink. The brand didn’t do very well, as Indian consumers are still not very receptive to the taste of Apple juice as compared to that of other juices like mango, orange, etc. The brand being a market leader with a bomb share in the category became more or less stagnant.

Parle then launched Appy Fizz in 2005. The brand was said to have created a category in itself as it was a mix of juice and carbonated drink. So, this was quite an innovative product for Indian markets. The product was liked by youngsters. But then competitors do watch each and every new move in the markets. We believed that Appy Fizz is the only one in the category, but competition has crept in.

Fanta has launched its apple variant, which is a version of Appy Fizz. So, now Appy Fizz is not the only one in category as competitors have stepped in the category created by them.

Let’s see what strategies are employed by Parle to beat and outshine the competitors.