Case
Teaching Notes
Supplementary Resources
Abstract
Launched in 2005, Aava natural mineral water is the second largest brand in the Indian natural mineral water market. Over the years the brand has established its volume leadership in its product category. The case discusses the dilemma faced by the top management in dealing with the issues related to brand positioning of Aava. The company’s top management has to decide on how to position Aava in the market so as to create premium image and aspirational appeal for the brand.
This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2024 Sage Publications, Inc. All Rights Reserved
Resources
Exhibit 1: Perceptual Map
Source: Developed by the authors based on discussions with company executives.
Exhibit 2: Advertising Campaign of Aava
Former England cricket team captain Andrew Flintoff at Brabourne stadium in Mumbai, India, drinking Aava.
Indian cricket team players drinking Aava.
Source: Company records.
Exhibit 3: Advertising Campaigns of Aava
Source: Company records.
Exhibit 4: Print Advertisement of Aava Exhibiting Health Benefits
Source: Company records.
Exhibit 5: Consumer Perceptions about Various Types of Bottled Water
Type of Water | Advantages of Consumption | Social Benefits | Psychological Benefits |
Bottled water | Availability/convenience | Style | Safety/security |
Mineral water | Medicinal/healthy | Status | Assurance |
Natural water | Pure/no preservatives | Eco-friendly | Fresh |
Spring water | Sweeter/fresh | Spiritual | Cool |
Source: Pillai, G., and Krishna, R. (2008). Aava Report. Mudra Institute of Communication, Ahmedabad.
Exhibit 6: Study on Understanding Consumer Behaviour for Bottled Water Brands
Source: Pillai, G., & Krishna, R. (2008). Aava Report. Mudra Institute of Communication, Ahmedabad.
Exhibit 7: Study on Understanding Consumer Behaviour for Bottled Water Brands
Source: Pillai, G., & Krishna, R. (2008). Aava Report. Mudra Institute of Communication, Ahmedabad.
This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2024 Sage Publications, Inc. All Rights Reserved