Aloka Pendharkar 11BSPHH010574 Faculty: Dr K. C. Prakash

Overview of Maazay Maaza meaning enjoyment or fun y Since Infra Foodbrands acquired Maaza, it has started its

distribution in 33 countries, including Europe, West-Africa, North America, Canada and the Caribbeany Mango drinks market

90% of fruit juice market in India:

1. Maaza dominating the market 2. Pepsi's Slice brand 3. Parle s Frooti

Maaza Market Share

PepsiCo 23% Coca Cola 49%

RGB

50%

Others 10% Parle Agro 18%

PET TETRA PAK

40% 10%

Parent Company Category Sector

Coca Cola Beverage Food Products Maaza lao Aam ki Pyaas bujhao; Taaza

Tagline/ Slogan USP

Mango, Maaza Mango Mango flavored soft drink

History of Maazay 1976:

Maaza was launched in India. The Union Beverages Factory, based in the UAE, began selling Maaza as a franchisee in the Middle East and Africay 1993:

In India , Maaza was acquired by Coca-Cola Indiay 1995:

The Union Beverages Factory had acquired rights to the Maaza brand in these countries through Maaza International Co Dubai.

The Maaza Story Journey towards category leadership1976 Parle launched Maaza 1993 Coca-Cola acquires Maaza

2005 Launch in PET

2000 Launch of Maaza in TBA 200S 2002 Maaza taps mom kid relationship

y 2005:

Maaza was acquired by House of Spices for the North American market.y 2006:

Infra Foodbrands acquired Maaza for the European, Caribean and West-African market and cooperates with House of Spices for the North American market.y 2011:

Maaza launches Maaza Milky Delite in Kolkata

Marketing Mix

Flavoursy Mango y Tropical y Guava y Lychee y Passion Fruit y Pineapple y Banana y Papaya y Fruit Punch y Guanabana

Maaza (mango drink)

y Maaza Milky Delite

Pulpy taste as compared to Frooti

Slightly sweeter than Slice. Combination of the famous Alphonso and Totapuri

varieties of Mango pulp. Formulated taking into consideration the nutritional and

health aspects. This product targets target mothers.

The effort is to capitalize on the mother and child bonding.

Maaza Brand Evolution

Milk

y Launched only in Kolkata in August, 2010. y The launch signified Coca-Cola India s foray into the dairy

segment.y Maaza Milky Delite is made out of great quality mango

pulp blended with milk, providing Indian consumers with a truly refreshing and delightful experience.

y This product is targeted at teenagers and young adults. y Extensive consumer research and stability tests have been

conducted to ensure that Maaza Milky Delite matched the taste preferences of the Indian consumers.y The product has been formulated in such a manner, that it

is able to withstand the Indian weather conditions and has a shelf life of 4 months.

Marketing Mix

y Maaza also experimented with packaging; on-the-move,

in-home, out-of-home. The brand has ventured into smart attractive 1.5 litre Pet bottles and even to tetrapack.y Maaza follows the market-penetration pricing strategy

among the major players in Asia market.

52

Maaza Various Packs30 1200 mlPET 600

PET 1200

600 ml 12 15PET 250

250 ml 10RGB 200

200 ml

125 ml 100 ml

TBA 200

Rs. 12

Rs. 15

Rs. 30

Rs. 52

Marketing Mix

y Core brand value for Maaza is "Wholesome Funfilled Real

Fruit Experiencey Initial Tagline -

Botal Main AAM, Maaza hai Naamy The brand later metamorphosed to include the fun

element. The tagline was changed to the famous jingle Taaza Mango , Maaza Mango

y Maaza was targeted at the whole family. y The new promotional campaign featuring Satish Shah

takes the brand to the next level of Friendship and Fun.

y A retired no-nonsense uncle, Satish Shah, who is obsessed with

the mangoes in his garden and nothing in the world can make him part with them, not even the cute child next door. But the overwhelming desire to drink Maaza compels the uncle to offer the ripe juicy mangoes in exchange for the delicious Maaza, all of which translates into a sweet revenge for the child.

y As for Maaza Milky Delite, the innovative consumer

proposition of Maaza Milky Delite is best explained by the brand s tagline Sharing not possible a taste so irresistible that one would not want to share it with anyone!

y New communication aims to take Mango s connect

with Maaza to the next level by positioning it as the Ultimate thirst quencher of Mango, best explained by the tagline Maaza Lao, Aam Ki Pyaas Bujhao

Integrated communication programy Integrated communication program includes mass media advertising and leveraging a range of below the line channels including out-of-home (OOH) media, point of sale merchandise and rolling out on-the- ground. y Aggressive consumer activation campaign to market Maaza Milky Delite in the selected channels and outlets in Kolkata. y The 360-degree marketing communication plan involves organizing road shows including extensive experiential sampling sessions, presence in engaging touch points etc.

Marketing Mix

y Maaza has excellent distribution and availability all over

India.y While Maaza Milky Delite is currently available only in

Kolkata, plans have been made to expand its availability and distribution I major cities of India.y It also uses major and minor retail outlets for increasing its

sales.

y The major advantage Maaza has that it uses its already

existing vast distribution network under its parent company CocaCola India. y Effective, and steadily increasing

Recommendations

Product: Product:y The drink should be thicker and be promoted as a bhook +

pyaas drink.y Mini-packs can be introduced for the lower segment in the

market. Eg: frooti chooto pack. These mini-packs can serve a multi-purpose of being a drink as well as ice-lollies (for kids)y Maaza should be publicized more as a energy (isotonics) and

functional drink. It creates a string hook. Eg: Leh Berry (antiaging)

Product:y In order for it to be called as a functional drink, the drink

should be positioned as a calcium fortified drink.y Maaza should be introduced for diabetic patients as well;

low-cal and sugar-free.y The packaging is a silent salesman.

The packaging of the tetrapack should be more attractive and colorful. Also the shape of the glass bottle should be more attractive and colorful.

Price: Price:y The current prices are reasonable, but additional offerings

should be made along with the product, so that consumers of all ages are attracted. eg: goodies, stickers for children lucky draws for Adults - Holiday gift packagesy The current market of mango drinks is becoming highly

price sensitive and extremely competitive

Promotion: Promotion:y The brand has to shout.

More advertisements, portraying Maaza as a health and energy drink in urban as well as rural areas is necessary. The advertisements should be catchy and funny. Eventually, Maaza should obtain more brand recognitiony A child artist and a celebrity actress(mother) should act as

a brand ambassadors for this brand. They will personify the Fun and Friendliness image of Maaza.

Promotion:y Inter-school competitions should be held under the

Maaza brand name.y Retailers should be given rewards on selling of

maximum number of Maaza drinks every 3 months. This would encourage retailers to push the product to the consumer.y Buy out competition

Place: Place:y As Maaza promotes itself to be a health drink, it presence

in school and college cafeterias should be encouragedy At the same time, hospital cafeteria units should be

encouraged to sell Maaza.

Bibliographyy Principles of Marketing Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri, Ehsan ul Haque y http://www.coca-colaindia.com/products/maaza.html y http://www.coca-colaindia.com/products/milky_maaza.html y http://en.wikipedia.org/wiki/Maaza y http://www.bestmediainfo.com/2010/08/coca-colas-new-innovation-maaza-milky-delite/ y http://www.imagesfood.com/news.aspx?Id=2129&topic=2 y http://marketingpractice.blogspot.com/2007_01_01_archive.html y http://www.afaqs.com/news/company_briefs/index.html?id=13218_Maaza+%96+India%92s+Large

st+Juice+Drink+Brand+All+Set+To+Enhance+Its+market+leadership y http://www.business-standard.com/india/news/maaza-indias-largest-selling-juice-drinkbrand/350098/