labels: advertising/branding, coca cola india
Maaza to be available in small packs news
Our Corporate Bureau
04 March 2004

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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Maaza to be available in small packs