Submitted by-

Aakash Nadar (FT242001)

Aakash Kushwaha (FT242002)

Aastha Priya (FT242004)

Aditya Vijay (FT242009)

Anshul Laddha (FT242014)

1. Explain Aava’s revenue model 

Aava Natural Mineral Water's revenue model is based on the sale of bottled water. The
company sells its products through a variety of channels, including:

 Institutional sales to hotels, restaurants, and aviation companies.

 Direct sales to retailers
 Wholesale sales to distributors

Aava is a versatile water provider, offering a range of products tailored for specific
market segments. Aava Mini and Aava Personal, with 200ml and 500ml bottles
respectively, target airlines and hotel chains, delivering refreshing hydration to travelers
and guests. Aava Sports caters to the sports and fitness industry, providing a 750ml
bottle for athletes and active individuals. For retail stores, shopping malls, and
supermarkets, Aava offers a convenient 1-liter bottle for everyday consumption.
Additionally, Aava reaches small institutional customers with fine dining restaurants,
clubs, banquets, and caterers, providing premium water in 1-liter bottles. To meet the
demands of institutions and households, Aava offers a 20-liter jar for bulk water. With a
commitment to quality, Aava continues to serve diverse customers and promote a
culture of well-being through its exceptional water solutions.
2) Complete competition analysis and evaluate Aava’s relative performance

As per the competitive analysis Aava has a lot to improve on its marketing strategy in
comparison to its competitors. While Aava is performing well in aspect of other factors
3. What are the segments that Aava could target? Complete segmentation criteria
for each segment that Aava can target.

Aava Natural Mineral Water could target a number of different segments, including:

 Geographic segmentation: Aava could target different regions of India, such as

the North, South, East, and West. Each region has its own unique culture and
preferences, so Aava would need to tailor its marketing and product offerings to
each region.
 Demographics segmentation: Aava could target different demographic groups,
such as age, gender, income, and education level. For example, Aava could
target young professionals who are health-conscious and who are looking for a
premium natural mineral water.
 Psychographic segmentation: Aava could target different psychographic groups,
such as lifestyles, values, and personality traits. For example, Aava could target
people who are health-conscious and who are looking for a natural product that
is good for their health.
 Benefit segmentation: Aava could target different benefits that people are looking
for in a bottled water, such as taste, hydration, health benefits, and
environmental sustainability. For example, Aava could target people who are
looking for bottled water that tastes good and that is good for their health.

Here are some of the key criteria that Aava could use to segment its target market:

 Geographic location: Aava could target different regions of India, such as the
North, South, East, and West.
 Age: Aava could target different age groups, such as young adults, middle-aged
adults, and seniors.
 Gender: Aava could target both men and women.
 Income: Aava could target different income levels, such as high-income earners,
middle-income earners, and low-income earners.
 Education level: Aava could target different education levels, such as college
graduates, high school graduates, and those with less education.
 Lifestyle: Aava could target different lifestyles, such as active lifestyles, healthy
lifestyles, and busy lifestyles.
 Values: Aava could target different values, such as health, environmental
sustainability, and convenience.

By segmenting its target market, Aava can better understand the needs and wants of its
customers. This will allow Aava to develop marketing and product offerings that are
more likely to appeal to its target customers.
4. What should be Aava’s positioning? Please compare Aava with other players
on different parameters. What should Aava focus on to create a distinctive
positioning for itself?

Aava Natural Mineral Water is currently positioned as a premium natural mineral water
brand. The company's products are priced higher than other bottled water brands, but
they are also positioned as a premium product with a number of unique benefits, such
as their natural mineral content and their source in the Aravalli Hills.
Here is a comparison of Aava with other players in the natural mineral water market:

Parameter Aava Other Players

Price Premium Mid-range
Natural mineral content High Low
Source Aravalli Hills Various
Marketing Premium Mass-Market
Distribution Selective Widespread

Aava could focus on the following areas to create a distinctive positioning for itself:

 Naturalness: Aava could emphasize the naturalness of its product by highlighting

its source in the Aravalli Hills and its lack of artificial additives.
 Health benefits: Aava could highlight the health benefits of its product by citing
studies that have shown that natural mineral water can have a positive impact on
health.
 Premium quality: Aava could emphasize the premium quality of its product by
using high-quality packaging and by offering a superior taste.
 Sustainability: Aava could emphasize its commitment to sustainability by using
recyclable packaging and by donating a portion of its profits to environmental
causes.

By focusing on these areas, Aava could create a distinctive positioning for itself as a
premium natural mineral water brand that is committed to health, quality, and
sustainability.
Here are some additional thoughts on Aava's positioning:

 Aava should focus on its unique selling proposition (USP). What makes Aava
different from other natural mineral water brands? Aava should highlight its USP
in its marketing and branding efforts.
 Aava should target the right audience. Who is the ideal customer for Aava? Aava
should focus its marketing efforts on reaching its target audience.
  Aava should be consistent in its positioning. Aava should communicate its
positioning consistently across all touchpoints, from its website to its packaging
to its advertising.

By following these tips, Aava can create a distinctive positioning for itself that will help it
to stand out from the competition.