Brand : Maa
Company : Cavin Kare
Brand Analysis Count : # 480
The Indian non-carbonated Beverage marketplace is around Rs 3500 crore as well as of which fruit based drinks constitute around Rs 3000 crore. The marketplace is divided into diverse categories similar 100 % fruit juices, fruit based drinks ( that has less than 20% fruit pulp) , nectars which has fruit pulp betwixt 25% -85%.
Company : Cavin Kare
Brand Analysis Count : # 480
Maa is a serious competition build inwards the Rs 500 crore Indian fruit juice market. This South Indian build is on the agency to a national launch is expected to plough over a tough contest to brands similar Frooti as well as Maaza. Maa build was originally created past times Maa Fruits Pvt Ltd. The build was acquired past times CavinKare inwards 2008. Ever since the acquisition, the build has been growing consistently inwards the markets similar Kerala as well as TamilNadu.
The Indian non-carbonated Beverage marketplace is around Rs 3500 crore as well as of which fruit based drinks constitute around Rs 3000 crore. The marketplace is divided into diverse categories similar 100 % fruit juices, fruit based drinks ( that has less than 20% fruit pulp) , nectars which has fruit pulp betwixt 25% -85%.Maa for the concluding ii years has been consolidating its set inwards the South India. The build has scored good interms of distribution accomplish as well as build awareness. The build is closely associated alongside the mango flavor but too has 3 to a greater extent than flavors - Apple Guava as well as Pineapple.
Maa has too invested lot of coin inwards build promotion. The build had adopted a positioning strategy based on aspiration as well as success during the relaunch inwards 2008-2009 nether Cavinkare. The build targeted the immature consumers as well as positioned itself equally a build that volition refresh you lot to deed towards success inwards life.
Watch the advertizement hither : Maa Success
In 2010, the build resegmented the marketplace as well as ran a induce targeting kids rather than older consumers. The build is running this commercial inwards the media this season.
Watch the advertizement hither : Maa Mother
The ii ads yet are poles apart interms of marketing strategy. Since the fellowship is going to arrive at out the likes of Frooti as well as Maaza, it volition live on proper if the build identifies the correct STP.
The success of Maa inwards South Republic of Republic of India is largely driven past times smart distribution strategies. The build is heavily promoted past times the retailers as well as inwards some cases the retailers stock exclusively this build as well as no other mango drink. Since consumers are willing to switch betwixt brands inwards the illustration of imbibe category , Maa was able to boost the sales as well as flora connectedness alongside the consumers. The build volition live on hoping to recreate the same strategy inwards the Northern marketplace also.
In the branding front, the lack of a clear positioning is evident from the past times campaigns. Maa needs to own got clarity inwards its build manthra as well as heart as well as somebody value proposition. The build is highly associated alongside Mango imbibe as well as the build should live on clear whether it should reinforce that association or endeavour to set itself equally a multi-fruit drink. Getting retailer back upwards volition too live on a fundamental determinant of the success of Maa inwards the National market.
It is proficient to come across a build growing as well as scaling upwards for to a greater extent than challenges as well as a larger market. Maa should larn its marketing funda precipitous as well as clear as well as hence own got on the leaders alongside confidence.
