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Brand Audit

Brand Audit

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Published by mansres

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Published by: mansres on Aug 19, 2010
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10/27/2011

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BRAND AUDIT ± MAAZA (from COCO-COLA)
BRAND SALIENCEDepth of awareness -
Ultimate thirst quencher of Mango
 Breadth of Awareness ± Consumable at anytime, anywhereBRAND PERFORMANCEPrimary Features
y
 
Mango in the Bottle available throughout the year.
y
 
W
holesome Fun filled Real Fruit Experience.
Secondary Features
y
 
C
ontemporary logo and tagline.
y
 
Made available everywhere from corner shops to super markets - available in SKUs of 200 ml RGB, 250 ml RGB, 125 ml Tetrapak and 200 ml Tetrapak.
y
 
Excellent promotional techniques.
BRAND IMAGERYUser profile
y
 
Maaza is targeted at the whole family ± especially kids.
 
Purchase and Usage
y
 
C
onsidering all other fruits, mango has the highest appeal amongst the Indian consumers.
Situations
y
 
The brand is laddering up to higher state of Friendship moments and is trying to tell theconsumer " How drinking Maaza brings People together".
Personality and Values
y
 
Maaza - the Indian word for µenjoy¶ ± Brand name itself conveys that
W
armth, Fun andExcitement are associated with the drink.
BRAND JUDGEMENTSBrand quality
y
 
Real fruit pulp, affordable price, good distribution.
Brand credibility
y
 
Maaza enjoys market leadership in the juice drink segment.
Brand consideration
y
 
Mango in a bottle - The rich creamy taste of Maaza.
Brand superiority
y
 
Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter thanSlice (POD).
y
 
Maaza claims to contain mango pulp of the Alphonso variety, which is known as the"King of Mangoes" in India (POD).
BRAND FEELINGS
y
 
Affinity towards the brand is increased through various advertisements for Maaza thatrevolve around the idea of an intense craving nature of Indians for mangoes with touchesof humour, warmth, indulgence and wholesomeness.
y
 
successful advertisement campaigns are "Taaza mango, maaza mango,' and 'Botal meinaam, maaza hain naam.'
y
 
Integrated communication plan involves a range of initiatives, including out of home(OOH) media, point of sale merchandise and on-ground initiatives across all key markets.
 
BRAND RESONANCEBehavioral Loyalty
y
 
Maaza enjoys largest market share (37 per cent share of the 50 million cases) in India infruit juice category.
y
 
Most trusted brand.
Attitudinal Attachment
y
 
Brand Maaza has become synonymous with Mango.
y
 
A drink that offered the same real taste of fruit juices and was available throughout theyear.
y
 
consumers regard Maaza as wholesome, natural, fun drink which delivers the realexperience of fruit.
MEASURING BRAND - EQUITYVISION
- Ultimate thirst quencher of Mango
POINT-OF-DIFFERENCE
- Maaza has a distinct pulpy taste as compared to Frooti and tastesslightly sweeter than Slice.Maaza claims to contain mango pulp of the Alphonso variety, which is known as the "King of Mangoes" in India.
NEED FULFILLMENT
Enjoy the taste of mango even during off-seasons.
PERMANENT NATURE ± 
Maaza brand stands for µreal mango in a bottle, though so manyflavors are added to the product variety (Fruit juice drink).
VALUES ± 
C
lear positioning, Rich taste, Good repositioning strategies.
 SIGNS ± 
Brand Name,
C
olor of the drink, advertisements.

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