Segmentation, Targeting and Positioning(STP) and Marketing Strategies

Segmentation, targeting, and positioning together comprise a three stage process.  We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.

                                                

Segmentation-
Frooti's consumer section is broadly classified in two segment.

• The primary segments consists of childrens in the age group of 4-12 years.This is because of the growing health awareness among mothers who are very particular about giving fruit drinks to their kids.
• The secondary segments consists of all the adults those who love fruit based drinks because they are wholesome and non-carbonated.

Target market-

• recreational
• kids
• lifestyle
• sports
• fitness
• health

primary market: 

• Kids
• Teens
• Youth
• Working people
• Women
• Elderly people

secondary market

• travel industry (airlines,railways)
• recreational centers (movie halls, community sectors)

Positioning-

Frooti is India's legendary and iconic mango drink. When frooti was launched in 1985, it came in as a really contemporary and youthful mango drink. Frooti was the first brand to introduce fruit drink in tetra packs to Indian consumer.It was cool to have a frooti. Even the imagery in frooti commercials was way ahead of anything Indian society was exposed to.In the 1990's the commercials revolved around the king of fruits mango.As frooti entered the second decade the brand realised that they have to change perception that frooti was made just for kids.There was a need of new positioning.They had to make froorti more relevant to the youth.The YO frooti campaign, Digen Verma campaign and Bimdass campaign were steps in that direction.Being the market leader in fruit drinks,it is important that frooti stands out while retaining the brand associations with mangoes. Frooti's recent campaign "why grow up" lays the foundation for long term strategy and vision of the brand.It not only highlights the brand makeover, it also stays true to its core mango value.

Marketing Strategy

Marketing strategy is the complete and unbeatable plan designed specifically for attaining the marketing objectives of the firm. The market objective indicates what the firm indicates, what  the  firm wants    to   achieves,  the marketing  strategy  provides  for achieving them. Marketing strategy is the complete and unbeatable plan designed specifically for attaining the marketing objectives of the firm. 

When  the  Parle  food  Company  entered  in  the  Indian  soft  drink  market,  the market  was  already prevailed  by  coke  and    previously  it  was  Godrej,  Pepsi  tried  to established  in  India  with  a  unique marketing  policy,  Parle  took  into  consideration  of youth segment target markets. Though the advertisement of Pepsi highlighted the style of  living  of  young  generation  with  different  walk  of  life. Frooti  brought  in  its advertisement different stalwart’s personalities from different fields. It has attracted the young generation and of course increase the sale of Frooti.