Child is the Father of Man

Well, why "Child is the Father of Man"? You must have noticed that as kids, we have a strong urge to quickly reach adulthood and once we are adults, this urge fades away and rather, we want to go back to our childhood again . Well, this is general human tendency beyond human control.

Well, marketers have well capitalised on this facet of human behavior paving way for an otherwise unnoticed pattern of consumption behavior. Let us see the new frooti commercial. Click here to view the commercial.

Here, themarketers are asking the consumers, "Why grow up?" Adults really don't want to grow up, rather they want to get back to their childhood. As a child, you must have slurrped your drinks to the last drop. You still do it, may be subconsciously as you want to be a child again. Now, as an adult, slurrping to the last drop is like repeating the behavior seen in early stages of growth. 

Well, it is a brilliant positioning strategy. Give the consumers what they want. They want to get back to their childhood which is actually a latent or hidden need, and that is what is  being offered to them by Frooti. I think they have managed to break the clutter. 

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.