Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li><keyword id="133159" type="COMPANY" weightage="20" keywordseo="Parle-Agro">Parle Agro</keyword> launched a new product this week called <keyword id="10127022" type="COMPANY" weightage="20" keywordseo="B-Fizz">B-Fizz</keyword> and earmarked Rs 40 crore for its marketing campaign solely for this calendar year. </li><li>On the back of a strong marketing and pricing strategy, Parle Argo is aiming to make B-Fizz a ₹1000-crore-brand in the next couple of years.</li><li><keyword id="235731" type="COMPANY" weightage="20" keywordseo="Nadia-Chauhan">Nadia Chauhan</keyword>, Joint Managing Director and CMO, Parle Agro spoke to us about the whole process of launching a product from researching to shelving, idea behind on-boarding two different brand endorsers for different markets, target audience, larger vision for the company and much more. </li></ul>When it comes to coming up with innovative, industry-first beverages, Parle Agro has been the frontrunner. With its latest launch, B-Fizz, a malt-flavoured carbonated apple drink, the company envisions becoming the number one beverage player in India eventually. Parle Agro currently dominates the fruit plus <keyword id="10153209" type="UNKNOWN" weightage="20" keywordseo="fizz-drink-category">fizz drink category</keyword> by over 90% market share with its flagship brand <keyword id="6374490" type="UNKNOWN" weightage="20" keywordseo="Appy-Fizz">Appy Fizz</keyword> and now, with its foray into malt-flavoured drinks, it is confident that it will be able to accelerate the category’s growth significantly and bring it to up to Rs 10,000 crore from Rs 1,500 crore in 10 years. In the past, the brand has tried to expand its presence with Mango <keyword id="10153208" type="PERSON" weightage="20" keywordseo="flavoured-frooti-fizz">Flavoured Frooti Fizz</keyword> and Grappo Fizz, which did not last for too long. So, this time, the brand is playing safe and smart by piggybacking on the popularity of Appy Fizz for the newly-launched B-Fizz, which is a marriage between apple and malt. Another reason why the brand believes in this category is because it has seen a consistently increasing trend of consumers moving away from synthetic beverages towards fruit-based beverages. Parle Agro is therefore going all out to promote its new product launch. It has invested Rs 40 crore in a high-decibel 360 degree campaign, on-boarded Priyanka Chopra Jonas for the Indian market and Jr. NTR for the Southern India. B-Fizz will also be the sponsor for a few select marquee television properties and air its TVC during IPL to get the ball rolling. In just two weeks since its launch, the drink is already present in 500,000+ outlets. With a uniquely positioned product and strong marketing strategy, Parle Agro is confident of making B-Fizz a ₹1000-crore-brand in the next couple of years. We caught up with Nadia Chauhan, Joint Managing Director and CMO, Parle Agro, to understand the research process, pricing strategy and goals for this calendar year. Excerpts: Q. What were some of the factors that pushed you/influenced you to launch B-Fizz? As part of our growth strategy, we invest in R&amp;D to introduce innovative new products to the market; products that will appeal to consumers and take our business further. B-Fizz is one such product that our team developed a few years back. After conducting successful trials we were waiting for the right moment to launch it. As we went through various phases of unlock, we noticed a phenomenal performance in our sparkling fruit-based drink category with our brand, Appy Fizz. We thought it was a great opportunity to expand that category further with the launch of B-Fizz which is a sparkling malt flavoured drink with apple juice. We were able to commercialize B-Fizz in less than 30 days from the time we made the decision to launch it. The timing of the launch worked perfectly for us in several ways. As the country underwent the last few phases of unlock, retailers who were earlier operating under numerous constraints during the lockdown, have now opened up and are operating at almost 100%. Consumers are also getting back to some sense of normalcy. Additionally, the second half of the year is not just the festive period where there is typically an upswing in demand, but it also sees a second summer in the month of October across the country. Since the season also plays a large role in the <keyword id="1453601" type="PERSON" weightage="20" keywordseo="beverage-industry">beverage industry</keyword> it was a great time for us to launch B-Fizz. Q. What is the marketing strategy for your new product launch? What is the marketing investment going to be? We are investing Rs 40 cores in a high-decibel 360 degree campaign across various media for B-Fizz. We have launched two new TVCs, one featuring global icon, Priyanka Chopra for national media and the other featuring Jr. NTR exclusively for southern markets. The TVC campaign will be supported by innovative print, mobile and digital activations. B-Fizz will also be the sponsor for select marquee television properties. The campaign will also be aggressively promoted across IPL on Hotstar and YouTube. We have also been looking to deploy OOH for higher impact across 96 cities as of now. Q. What would your distribution and pricing strategy be? Will it be available on e-commerce and delivery platforms? B-Fizz is a product that we have launched with a mass distribution strategy in place. We’re today at 500,000 outlets with more than 3000 towns covered. We have launched B-Fizz at a competitive price point of Rs. 10 which is a critical part of our strategy. We believe this price point will enable us to scale up distribution for the brand across both rural and urban markets and make it more accessible to consumers. And yes, we will be available across various platforms, not just traditional retail but also modern trade and e-commerce. We expect B-Fizz to become a ₹1000-crore brand in the next couple of years. Q. The product is priced at Rs. 10 for 160 ml SKU, so how environmental-friendly is the product's packaging? Or will that be a focus later on in brand's journey? It’s an incorrect assumption to say a product available at a lower price point is indicative of a compromise in the quality of packaging. Parle Agro has a reputation built on quality, trust and has always ensured products which are best in class to deliver a superior consumer experience. Our ability to price a product at 10 rupees, an extremely competitive price point, is based on our strategy of creating economies through scale. The 160 ml packaging is a pack that is manufactured on a mass scale for Appy Fizz, the same is being applied for B-Fizz through various technological innovations in designing the preforms. These innovations are created and manufactured in-house as well, which is also how we’re able to achieve this kind of competitive price point. Q. Since the packaging and TVC is quite bold and colourful and positioned as a drink 'for the bold', are you looking at targeting millennials? Who will be the core target for B-Fizz? We are primarily targeting the youth between the age groups of 15-30 years for B-Fizz. Nevertheless, the unique taste of B-Fizz will appeal to all age groups. Q. Since consumers are becoming very conscious of their health and avoiding cola-based drinks and people are still at home and snacking more, have you seen an increase in demand of your products in the last few months? Our entire product portfolio focuses on fruit based beverages and has gained huge traction over the years. We have seen a consistently increasing trend of consumers moving away from synthetic beverages and more towards fruit-based beverages. This is perhaps, one of the big growth drivers for our category as well and a reason for why we have grown as much as we have. Q. What kind of trends did you witness during the lockdown? Did you cut down on your ad spends for this year? What will your larger marketing strategy be for the rest of the year? When it comes to business trends during the lockdown, companies had to adapt, on a daily basis, to the constantly changing rules and regulations being implemented across different parts of the country. Pro-active planning became a critical approach to maintain continuity of supply and distribution to tackle the challenges in mobility that emerged during the pandemic. We also witnessed the growth of the ecommerce platform. Though the e-commerce channel is still very small for the FMCG industry, there has been an acceleration in the adoption of this channel by consumers and brands alike. We have also on-boarded numerous ecommerce players and are continuing to do so. With regard to consumer trends, the lockdown has led consumers to become more conscious about their food and beverage choices. We foresee consumers spending a lot more on products that are natural versus those that are synthetic. For instance, fruit-based drinks like our products with natural ingredients, will be the preferred choice of drink over synthetic ones. Through the lockdown, we halted most of our marketing spends since majority of the retail stores were shut and with restrictions in mobility, people weren’t allowed to go out unless absolutely necessary. But now, as we move towards the last few phases of unlock, our budget allocations are back on track. We are investing Rs 40 crores for the marketing of B-Fizz which is until the end of the calendar year for 2020. Next year, we will be back on track with our regular marketing budgets of about Rs 250 to 300 crores across all our existing brands. Q. Why did you decide to get a separate brand face for the southern market? Is that one of your strongest markets? In southern markets, the influence and affinity for regional cinema and celebrities is very strong. Thus, to drive greater brand resonance with the audiences in the south as well as generate higher brand recall for B-Fizz, we chose a separate ambassador for the southern markets. Jr. NTR is a great brand fit and just like for Frooti we have Allu Arjun, we have Jr. NTR for B-Fizz in the south. Q. Parle Agro currently has a brand turnover of Rs. 6500 Cr. With a new addition, what are revenue goals for FY 2021-22? Parle Agro currently dominates the fruit plus fizz drink category with Appy Fizz with over 90% market share. With the launch of B Fizz, the target is to build the Fruit plus Fizz category to Rs 10,000 Cr. by 2030. We believe we will end the calendar year with 5-10 per cent growth over the previous year with B-Fizz being one of the contributors to that growth. Q. What is your overall vision for Parle Agro? Our vision is to make Parle Agro the No. 1 Beverage Company in India.

Parle Agro is confident of making B-Fizz a ₹1000-crore-brand in a few years

<ul><li>2021 is going to be one of the biggest growth years for <keyword id="133159" type="COMPANY" weightage="20" keywordseo="Parle-Agro">Parle Agro</keyword> as it is set to release two high impact campaigns for its power brands Frooti, Appy Fizz and B-Fizz simultaneously.</li><li>With combined spends of Rs 240 crore for Frooti and Fizz portfolio, Parle Agro is aiming to dominate the beverage category this summer.</li><li>Nadia Chauhan, Joint Managing Director and CMO, Parle Agro tells us how the brand aims to beat the cola category with its strong marketing strategy and how it would go about spending the earmarked marketing budget of Rs 240 crore.</li></ul>Last week, Mumbai recorded its hottest day of this season and the India Meteorological Department issued a yellow alert with a warning of heat wave. Mercury in Odisha has crossed 44.6 degrees, the highest so far. IMD predicts this year to be the hottest summer in India and it’s only April! To beat this heat, consumers turn to refreshing cold beverages and ice-creams and naturally, summer is the peak season for those categories. For Parle Agro that houses drinks like Frooti, Appy Fizz and B-Fizz, 40% of its overall annual sales come from the summers. Last year, the beverage industry’s business plateaued due to the lockdown. Parle Agro decided to curtail its 360-degree media spends until October and started working on its comeback marketing strategy. So, 2021 is going to be an important year for the conglomerate to revive its business. Sharing her expectations for summer 2021, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “The summer months alone from March to May account for approximately 40% of our overall annual sales. We have witnessed a higher consumption in mango drinks over the Fizz category in summers because Mango is a seasonal fruit hence, a higher intake over the Fizz category which is evenly balanced out year-round.” While the beverage category was struggling in the first quarter of 2020, once the market opened up, Parle Agro launched an innovative product ‘B-Fizz’ and expanded its market share strategically. It is now aiming to grow by 50% over 2019. “Looking at the past year, the lockdown had an immense impact on the beverage and FMCG segment as a whole. Due to mobility restrictions, we focused on reinventing our sales and distribution strategy to cater to the market effectively despite the lockdown. This helped us gain an 8% market share within the category. We avoided a 360-degree brand campaign during the summer months of 2020 as it would not serve the desired purpose due to mobility restrictions. Subsequently, we invested in a strategic marketing strategy in September 2020 when we launched B-Fizz. This year, for 2021, with increased mobility and rise in temperatures during summer months, we are expecting a boom in consumption and are targeting a 50% growth in 2021 over 2019 across all brands,” said Chauhan. However, the lockdown did have a silver lining for Parle Agro after all. The consumer pattern changed and they started preferring fruit-based beverages. Chauhan said, “We have witnessed a consistent increase in consumers moving away from synthetic beverages and more towards fruit-based beverages. Along with that, we also see a demand in products under the good-for-you category. The lockdown has also given consumers an opportunity to spend more time with family and friends. This has resulted in a boost for larger packs for in-home consumption.” <cmsannotation type="cmsannotation" annotationid="Marketing campaigns for 2021" text="Marketing campaigns for 2021">Marketing campaigns for 2021</cmsannotation> Parle Agro has launched its summer campaign starring brand ambassadors Priyanka Chopra Jonas and <a href="https://youtu.be/Tmy9ViY2qR8">Jr. NTR</a> for B-Fizz. With marketing investments of Rs 120 crores for the Fizz portfolio this summer, Parle Agro plans on generating tremendous buzz with a multimedia campaign. The TVC will be aired across national and regional channels. <div type="Youtube" id="8X1DT09Je7A" title="All new 2021 Be.Feel.Fizz advertisement with Priyanka Chopra Jonas.#befeelfizz#bethefizz#feelthefizz" thumbUrl="https://i.ytimg.com/vi/8X1DT09Je7A/mqdefault.jpg"></div> On the other hand, its new summer campaign for Frooti starring Alia Bhatt, <a href="https://youtu.be/mfq51l5Auwk">Allu Arjun</a> and <a href="https://youtu.be/oz0_585h1DE">Varun Dhawan</a> aims to accelerate growth and strengthen brand equity. Parle Agro has earmarked Rs 120 as marketing budget for Frooti and Rs 120 for Fizz category. <div type="Youtube" id="kopcKizsMIY" title="Watch Alia Bhatt get her favourite drink in the new 2021 Frooti advertisement. #livethefrootilife" thumbUrl="https://i.ytimg.com/vi/kopcKizsMIY/mqdefault.jpg"></div> The beverage company has increased its marketing budget every year since 2019. Chauhan shared, “Our overall marketing spends for 2019 amounted to Rs 220 crore while our summer spends for 2021 is Rs 240 crores.” Telling us more about the media spends, Chauhan added, “We have an aggressive multimedia campaign charted out for 2021 with the objective of boosting consumption patterns, gaining substantial market share and driving significant growth for Parle Agro in the beverage industry. Our plan includes using strategic mediums and touch points to ensure impactful reach and visibility for our brands via the right audience. This includes Television, Digital and OOH mediums.” To further break through the clutter, the Indian beverage giant will look at enhancing visibility via on-ground branding opportunities at retail outlets, kirana stores and continue investing in e-commerce. A significant amount of its marketing budget will also be spent on the biggest event of the summer season - IPL. Frooti is the official on-air sponsor for IPL in the mango drink category and B-Fizz is the beverage partner for IPL on Disney+ Hotstar. Telling us how important IPL has grown to be for the brand, Chauhan shared, “IPL has been a game-changer for Frooti and our FIZZ range. We started advertising with IPL for Frooti in the summer of 2014 since most of the investment for the brand happens in this season. IPL being the biggest event of the summer months has helped propel visibility for Frooti during this period, ever since we started advertising with the property. The year 2021 is a big year for Parle Agro. To further drive high SOV for our brands during the high consumption summer season, we have associated with IPL. Frooti shall be the on-air sponsor on TV on Star Sports Network. While in the digital space, B-Fizz will be the associate sponsor for IPL on Disney HotStar. If we go by numbers, just these two platforms will drive a reach of over 500 million people.” With combined spends of Rs 240 crores for Frooti and FIZZ portfolio campaigns, Parle Agro is set to dominate the beverage category this summer. It has the lion’s share of fruit plus fizz category and Frooti, too, ranks among the top two mango drinks in India. Elaborating on the beverage company’s expansion plan and current market share, Chauhan said, “For Frooti we have 28% market share in the mango drink category. In the apple-based drink category, Appy holds the largest share with 61% and in the sparkling fruit drink category, our FIZZ portfolio i.e. Appy Fizz and B-Fizz combined, holds the highest market share of over 90%. We are looking to further grow market share and target new consumers by increasing our reach and market penetration. We are already witnessing a massive boom in consumption this season after a slow 2020. Frooti is part of every household, for every social occasion, these indications instil confidence that the product will become a dominant player soon. And with our aggressive plans for Frooti and FIZZ portfolio this year, we aim to further boost consumption and drive significant growth for Parle Agro in the beverage industry.” Apart from spearheading an aggressive marketing campaign this year, Chauhan will also prepare every level of leadership across all teams in her organization who have all been impacted in different ways by the pandemic, to be really prepared and maintain a very positive mindset.

Parle Agro targets a 50% growth in 2021 over 2019 as India prepares for its hottest summer; sets aside Rs 240 crore for marketing activities

You Searched For "priyanka chopra bfizz" and got 2 results

Parle Agro is confident of making B-Fizz a ₹1000-crore-brand in a few years

Karuna Sharma

Parle Agro targets a 50% growth in 2021 over 2019 as India prepares for its hottest summer; sets aside Rs 240 crore for marketing activities

Karuna Sharma

Popular Keywords

Buying Guides