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 Hyderabad:
Coca-Cola India is relaunching the mango drink Maaza in
small packs along with a fresh new positioning. Maaza
will now be available in a 200ml pack size priced at Rs
6 and a 250ml pack size at Rs 7 across key markets in
India.
The
new look Maaza also has a new positioning Yaari dosti,
Taaza Maaza (friendship and Maaza), which targets
target mothers. The effort is to capitalize on the mother
and child bonding. And the electronic communication intends
to drive home the point that that Maaza is `fortified
with calcium''.
The
new marketing campaign on Maaza''s fresh positioning includes
a new commercial is to hit TV screens on 3rd March and
shows a mother and son duo sharing a special bond onscreen.
The commercial will be supplemented by on-ground marketing
activities and promotions.
The
Maaza brand has been promoted by a series of successful
commercials in the past like "Taaza Mango, Maaza
Mango" and "Botal mein Aam, Maaza hain
Naam".
The
latest Maaza TVC has been conceptualized and developed
by Leo Burnett, and positions the drink as an enabler
of fun friendship moments between mothers and kids as
mothers trust the brand and the kids love its taste.
According
to Sanjiv Gupta president, Coca Cola India, "Fruit
juice sales were hit last year because we did not extend
our Rs 5 pricing to the juice segment. We are now making
a correction and will introduce Maaza at Rs 5, Rs 6 and
Rs 7."
Maaza
competes with Slice (Pepsi) and Frooti (Parle) and earlier
came priced at Rs 10 for a 200-ml tetrapak and at Rs 8
for 300-ml returnable glass bottle.
The
company is also planning to increase home consumption
of Maaza and will follow a two-pronged strategy by pushing
Pet bottles at the same time. It plans to roll out new
600-ml Pet bottles of
Maaza and price them at Rs 15, while large Pet bottles
of 1.5 litre and 2.25 litres will be pushed at a discounted
price to consolidate existing users.
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