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Behram Mehta is the managing director of Sheelpe Enterprises, the maker of Aava mineral water. Aava was previously the second largest player in the Indian natural mineral water industry and volume leader, known for its cup-cap bottle that won an award. However, it now faces challenges including weak brand positioning, lack of brand image and identity, and failure to analyze external factors like new competitors. Several alternatives are proposed to address these problems, including tying up with airlines and bus operators to supply water bottles, improving marketing around product differentiation, and partnering with restaurants to supply and promote Aava water.

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Manu Krish
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117 views2 pages

B

Behram Mehta is the managing director of Sheelpe Enterprises, the maker of Aava mineral water. Aava was previously the second largest player in the Indian natural mineral water industry and volume leader, known for its cup-cap bottle that won an award. However, it now faces challenges including weak brand positioning, lack of brand image and identity, and failure to analyze external factors like new competitors. Several alternatives are proposed to address these problems, including tying up with airlines and bus operators to supply water bottles, improving marketing around product differentiation, and partnering with restaurants to supply and promote Aava water.

Uploaded by

Manu Krish
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Aava mineral water B

FACTS:

1) Behram mehta the managing director of Sheelpe Enterprises Private Limited, the maker
of Aavaa mineral water.
2) Himalayan mineral water the new market leader
3) Weekly sales of Aava mineral water is one million bottles.
4) Shiroy Mehta, Global Sales Head at Aava; Rajesh Padaliya, General Manager,
Distribution and Logistics; and Chandan Nath, ex-President, Mudra Communications, an
independent advisor on branding and marketing issues for Aava.
5) Aava was the second largest player and volume leader in the Indian natural mineral water
industry. The brand that had won the “best packaging innovation award” for its cup-cap
bottle

PROBLEMS:

1) Brand positioning
2) Customer attraction and priority
3) Lack of brand image
4) Less brand identity
5) No proper external environment analysis
6) Porter five forces had an effect on aava mineral water
7) Risk of entrants
8) Limitation

Criteria:

1) Brand management
2) Diversification
3) Product differentiation
4) Consumer behaviour

Alternatives:

1) Should tie-up with airlines industry and also private bus operators to supply their bottles for
customers.
2) Should invest more in marketing and porter differentiation aspect to gain competitive edge.
3) Should change the business model that fetch them more profits
4) Should use consumer oriented and consumer-based marketing- emotional oriented.
5) Should continuously focus on providing only quality products
6) Supplying to corporate offices- as it is natural water corporate offices may encourage as
corporates are cared for employee health.
7) Business enhancement
8) Focus on market research.
9) Brand architecture
10) Brand extensions- more products
11) Advertisements and posters and banners
12) Can supply to movie halls and ask for ads in cinema theaters
13) Better recruitment of employees who are more innovative.
14) More promotional campaigns like Himalayan and other brands this will increase brand
awareness.
15) Should start advertising in sports matches like Ipl and pro kabaddi keeping their water bottles in
the freezers and stands.
16) Can tie up with restaurant( café and resto ) where the water supplied to the customers would be
aava water and this way both restaurants and company will be benefited. Restaurants can
promote they will use natural and healthy water for cooking and also serving where restaurants
can gain an image of being healthy food

DECISION:

1) Should tie-up with airlines industry and also private bus operators to supply their bottles for
customers.
2) Brand architecture
3) Supplying to corporate offices- as it is natural water corporate offices may encourage as
corporates are cared for employee health.
4) Can tie up with restaurant( café and resto ) where the water supplied to the customers would
be aava water and this way both restaurants and company will be benefited. Restaurants can
promote they will use natural and healthy water for cooking and also serving where restaurants
can gain an image of being healthy food

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