Aava Natural Mineral Water

 Aava volume leader in natural mineral water market in India, not satisfied with brand image in
consumer’s mind
 Won best packaging innovation award for cup-cap bottle but lagging in brand imagery in
domestic and international.
 Wanted to achieve right positioning for brand
 Aava competitior- based in north india, sourced water from Himalayas. Aava-aravali, unknown
to consumers.
 Niche marketing- Himalayan, qua – paying premium. Aava didn’t differentiate from other
brands.
 Entered into tie ups, associations with elite sporting institutions like cricket club of india.
Partnered with org to promote aava in cricket tournament. Little success.
 Only 2% of sales on advertising and promotions. Main problem-perception. Himalayan qua as
more aspirational. Aava low presence on retail shelves.
 Acc to research study, aava- clear image, high awareness but consumers not motivated enough
to buy. Himalayan had both.
 Low rating on image and popularity.
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