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Presented by Sarvashreshtha Chaudhary Basu Bhattar

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107 views

Presented by Sarvashreshtha Chaudhary Basu Bhattar

Uploaded by

Vibhuti Batra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 14

AAVA

Presented by
Sarvashreshtha Chaudhary
Basu Bhattar
Case Facts

AAVA sells 1 million bottles weekly in the western market

With more than 50 per cent market share, Aava had volume leadership
in the natural mineral water market

Sales turnover of 150 million in 2012

Won the “best packaging innovation award” for its cup-cap bottle

Facing tough competition now by Domestic and International Brands,


Esp Himalaya
The Market Analysis, Bottled water segment

AAVA, Himalayan, Evian,Qua

Natural Mineral Water (10%)

Bottled
water
Packaged drinking mineral water (90%)

Bisleri, Aquafina, Kinley, Oxyrich


Consumers
• Institutional Customers (90%)
• Retail Customers (10%)
• In the aviation sector (in-flight sales) Aava was
a dominant player with nearly 60 per cent
market share
• B2B is AAVA’s strength
Company Goals

Short term goals: To develop a strategy and a plan


to deal with the rising competition from the
domestic as well as international brands

Long Term goals: Becoming a dominant player


(perceptually and even otherwise in volume and
value terms) in the natural mineral water category
and to achieve the milestone of Rs 50 crore (500
million) in sales turnover by 2016.
Product portfolio

Aava Mini
(300ml/200ml)
Cup-Cap (1L Bottle)
Aava
Personal(500ml)

Family Pack (20


Sports Bottle
Litres)
(750ml)
Strategy ahead
• Move into B2C
First phase segment, maintain
existing B2B as it is

• Diversify into
Second phase conventional bottled
water market.

• Diversify into
Third phase traditional Indian
coolers segment.
Moving to B2C
– Rebrand 1000ml, 500ml and 250ml water bottles with a new
name Aava Neer.
– Address Packaging : Trendy clear bottle. Screen print the
brand name.
– Price it just below the market leader in B2C premium mineral
water segment.
– Product Mix : Differentiate with natural flavored water like
Tulsi, Mint, Aloevera by running the water through the
respective gardens.
– Increase visibility in the digital world – more social media
marketing
Branding and packaging
Packaging
• Aava is currently packaged in a curve shaped bottle with a label
running across the body
• Leading brands both domestically & internationally have modern clear
tetrahedron packages with the brand name screen printed
• Aava should also follow the norm and come up with attractive
packaging to look premium and also to stand out in a premiuim market

Branding
• The appeal of Aava lies in its high quality natural spring water and
premium imagery. It plays upon the themes of being natural and pure
in an artificial world – which is the perfect beverage of choice among
wellness seekers
Brand positioning
Points of Parity Points of Difference

• Product : Natural Mineral water • Natural Spring water , untouched by hands


• Format : Bottled water • Lower price
• Shapes: Modern tetrahedron plastic containers • Variants run through medicinal gardens – to enrich
• Sold in supermarkets and in bars and restaurants the water with the natural flavors and add
medicinal benefits to it*
• Premium Positioning opportunity
Aava Distribution
Target SME segment using the already existing distributor
network in Mumbai, Delhi, Chennai

Tie ups with the new hotel chains like OYO rooms which
seek to standardize quality

Target Gyms, Up market bars, multiplexes etc

After establishing firmly in the above segment , partner


with a company like ITC/Dabur and leverage their
distribution network through Joint Branding
Promotion
• Promotions in social media.
Phase – • Encourage word of mouth and have incentive based program based on
1 turnover.
(Incubati • Sponsoring teams in less expensive sports leagues in the country like ISL, IBL
on) and Kabaddi league, Health awareness Runs . Sponsoring film festivals, comic
cons etc.
• Emphasize the differentiating factor
• Increase visibility through ads

Phase –  Provide exclusive shelf in premium shops/ big chain of retails


2 like reliance, Big Bazaar to place Aava products to attract
(Expansi customer attention.
on)

Phase – 4  Target low-cost airlines like South west airlines because they can get
(Internatio natural mineral water at lower price. Later we Can target upper end
nal airlines after developing trust and expand in internal markets.
presence)

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