Aava Natural Mineral Water - B

Facts
Behram Mehta and his management team called up a meeting regarding the fact that their cup-cap
bottle had earned them the "best packaging innovation award." But compared to its local and foreign
rivals, it was far behind in terms of brand image.
The business formed partnerships and alliances with prestigious athletic organizations like the Cricket
Club of India in order to increase its brand image. They also collaborated with a number of groups to
advertise Aava during cricket competitions.
Problems
Transitioning Aava as a premium brand.
The popularity/knowledge of the source of natural mineral water (Aravalli mountain range)
Lack of allocation of advertisement budgeting (only 2% of sales were allocated)
Problem statement
What measures will Behram Mehta take to change the perception of Aavas consumers and start
considering it as a premium product?
Criteria
Higher Budget allocation
Awareness of water quality
Alternatives

 Reallocate a significant portion of sales revenue towards repackaging, marketing, and

repositioning in the market
 Purity of water awareness/recertification from the Aravalli Mountain range
Decision
Both of the above alternatives have to be considered seriously and taken into action as they would be
the key factors that would change the perception of its consumers.