Parle (exports) Pvt. ltd, Mumbai
The organization was marketing carbonated drinks like Thums Up, Limca, Gold Spot and Bisleri soda in domestic market and it was felt that to develop a sustainable growth model, it was essential to launch Fruit drink to complement the existing product portfolio.
A research was carried out and it was decided that the company should introduce a mango drink, as Indians always preferred mango fruit over any other fruit.
Hence, Mango Maaza was developed and it was decided to market it in a glass bottle.
To develop a comprehensive "Go To Market" plan for introducing Mango Maaza drink in Eastern India. The challenge was to create a space for a fruit drink for the first time in a market dominated by strong carbonated drink brands. It was also desired that product advertising and promotions should
create a differentiated brand image.
“Mango Maaza” was able to create a completely new category along with carbonated drinks category. Due to intelligent mix of advertising and promotions, rapid awareness and image was built within a shot span of six months.
Media dubbed the “Mango Maaza” launch as one of the most successful product launches of the decade.