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Parle Agro raises Frooti, Appy Classic prices by Rs 2
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Saturday, 21 March, 2009, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Parle Agro has raised prices of its Frooti and Appy Classic drinks after a decade. The company has raised the prices of these two drinks by Rs 2 for a 200ml pack to Rs 12. This, the company says, will help it offer higher margins to retailers. Interestingly, this move comes at a time commodity prices have dropped and several companies are seeking to lower prices to boost sales. While the company expects its sales to be hit in the short term or for a brief [period, it does not see any long-term impact. "For all our brands, we have different stock-keeping units that cater to different segments of consumers. For the cost-conscious consumer, there is a price point of Rs 5, which is available in a 110ml pack of Frooti," says a company official.
Parle Agro's competition in the 200ml Tetra Pak products has always priced similar products at Rs 12. "Consumers have accepted the Rs 12 price point. It may come as a risky proposition, but it is a risk worth taking because these brands and products have already been accepted by consumers," according to the official.
To push sales of Frooti, Parle Agro is planning several marketing initiatives like redoing the graphics for the Frooti brand. This summer, Frooti will undergo a complete makeover and will sport different graphics on Tetra Pak and PET bottles.
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