Mango drinks

MANGO DRINKS IN INDIA

Maaza, Frooti, Tropicana

Presented by Anu Damodaran

Maaza

Coca Cola fruit drink brand

Synonymous with mango

Marketed in Middle East, Asia, Africa and EasternEurope

Re launched pineapple and orange variants inIndia which were once dropped

Initially sold in returnable bottles but nowavailable in small cartons and PET* bottles

Tropicana

Owned by PepsiCo

Specializes in production of orange juice

Tropicana Slice was launched in India in 1993 as arefreshing mango drink

Slice Mangola launched in 1994

Tropicana

Slice was re launched in 2008 with new packgraphics and clutter breaking advertising

Creative ‘Aamsutra’ campaign communicatessensuous pleasure through the act of drinkingslice

2009 launch of ‘Slice Pure Pleasure Holidays’giving consumers a chance to win all expensespaid luxurious holidays

Endorsed by Katrina Kaif

Frooti

Flagship product of Parle Agro India Pvt. Ltd andParle Agro Nepal Pvt. Ltd

Launched in TetraPak Packages in 1985

Now available in PET bottles and rectangularshaped packs

Exported to around 20 countries

Endorsed by Shah Rukh Khan

Comparison

Category Maaza Tropicana Slice Frooti

Taste Similar - morepulpy and sweeter

Similar Similar

Advertising Parineeti Chopraand Imran Khan

Katrina Kaif Shah Rukh Khan

Distribution 15 lac outlets 10 lac outlets 10 lac outlets

Channel partners Twice as TS and F - -

Consumer Relates to freshand taaza taste ofalphonso mangoes

Confusedbetween slice andmango juice

Confused withcampaign targetedto elite colony andparty friends

Packing PET and tetrapack

PET and RGB* Tetra pack

Tagline Quench yourthirst

Romantic Very catchy

SWOT Analysis

Category Strength Weakness Opportunities Threats

Maaza Highest market share, maximum share

Forgettable advertising

80% unpackaged mango beverage market

Players like paper boat with innovative packaging

Tropicana Slice

Healthy and tasty fruit juice

Small volume product

Room for packaging innovation

Too much reliance on Katrina Kaif

Frooti Legacy,highest sales in tetra pack category

Reach Packaging and branding may attract youth

New communication may distance kids

8

The New Tough Competition

Paper boat

Paper boat

Tzinga - style pack

Tamper proof cap

Container feels good in hand

Clean and understated style

Incredibly thick

Natural sweetness

Wonderful quality

Paper boat

Aamras: a basketful of mangoes. wrapped in old newspapers. the feast commenced. siblings, cousins locked in battle. the basket did not last long. we sat there, messy, sticky… in heaven.

No colors. No preservatives. No artificial flavors. Basically, none of that junk.

Hector Beverages

What is the future going to be like?