History of Maaza

ntroduced in 1970s, Maaza has today come to symbolize the very spirit of mangoes. Universally loved for its taste,
color, thickness and wholesome properties, Maaza is the mango lover's first choice.

Maaza is the name of a drink. Maaza in Hindi, Oriya, Bengali, Marathi and some other ndian languages means
'Fun'. Maaza is different from other drinks. t is packed in a square size paper container. t is available in Mango and
Orange. Even Lichi and Pine Apple. But the Mango Maaza is the most popular. n the Freeze it takes less space.
There is a soft spot, which when pierced with a straw, which also comes with the pack, makes it convenient for you to
drink. As type this Review on a hot morning, feel the presence of Maaza and feel like refreshing myself by drinking
it. Actually it is very refreshing. t costs Rs.8.0 only, but when sold in the ndian Railways, it costs Rs.10.00. do not
understand the logic of charging the extra two rupees. The double packs cost just the double, and they literally
quench your thirst. Other drinks are synthetic preparations with the color and flavour added to them, but Maaza is
made of real pulp of the concerned fruit, with sugar added for sweetness. Other drinks produce gas, when opened,
which which is not liked by many consumers. Maaza does not. So, these are the Unique Selling Propositions (USPs)
of Maaza. Consumers can serve it with dignity to their guests at home and also in parties. So, drink Maaza for maaza
and good health.

Maaza sLory
1he frulLs of successful global brand
1he name Maaza denoLes LasLe en[oymenL represenLs dlamond ln dlfferenL languages and Lhe brand
Maaza has Lurned ouL Lo be a sLar performer across Lhe reglon and beyond
1he maln lngredlenLs for Maaza boLLllng are naLural lrulL ulp LreaLed waLer naLural ldenLlcal flavour
and vlLamln C along wlLh oLher food addlLlves Lo balance Lhe sweeLness LasLe conslsLency of Lhe
beverage
Maaza values
Maaza organlzaLlon creaLe a healLhy work envlronmenL enabllng Lo brlng ouL Lhe besL from Lhelr
employees and promoLe Leam work Lhrough muLual cooperaLlon poollng of resources sharlng of ldeas
and free expresslon of oplnlon
1helr employees are LoLally commlLLed Lo Lhelr goals and have lndependence and lnLegrlLy ln Lhelr
evaluaLlon and declslonmaklng
Maaza assurance
Maaza lnLernaLlonal ls commlLLed Lo provlde Lhe cusLomers and franchlsees compeLlLlve Lechno
commerclal servlces ln lLs varlous fleld of experLlse Lo achleve cusLomer saLlsfacLlon aL all levels of
operaLlon Maaza ls commlLLed Lo qua||ty |ntegr|ty and exce||ence ln whaLever Lhey do Lo meeL Lhelr
mlsslon and achleve Lhelr vlslon 1hey conLlnuously lmprove Lhe process Lo dellver efflclenL servlces and
provlde Lhelr sLaff wlLh Lhe Lralnlng and Lools necessary Lo conLrlbuLe Lo Lhelr quallLy efforLs Maaza
sLrlve Lo always revlew and evaluaLe Lhelr performance Lo guaranLee Lhe hlghesL level of cusLomer
servlce 1helr success ls measured by Lhe cusLomer saLlsfacLlon and feedback
Maaza flavours
Lven Lhough Lhe mosL popular drlnk ls Maaza Mango Lhe oLher producL range lncludes Lhe Maaza
Cuava Maaza lneapple Maaza Apple Maaza Mlx lrulL and Maaza Crange Lhe frulL pulp and
concenLraLe Lo manufacLure Lhese belng sourced from repuLed manufacLures from lndla Lurope and
Lhe lar LasL 1he laLesL addlLlon Lo our producL range lncludes Maaza 8lLs a [ulce drlnk wlLh real frulL
pleces
Maaza world
Maaza Mango ls a frulL [ulce based drlnk whlch conLalns an ldeal comblnaLlon of Lhe famous Alphonso
and 1oLapurl varleLles of Mango pulp 1he drlnk ls formulaLed Laklng lnLo conslderaLlon Lhe nuLrlLlonal
and healLh aspecLs wlLh a unlque LasLe unparalleled by any oLher brand currenLly ln Lhe markeL
Maaza famlly
Maaza sLarLed lnlLlally wlLh reLurnable glass boLLles was leader ln lnnovaLed packaglng soluLlon and Lhe
flrsL who developed L1 boLLles ln Mlddle LasL 1he alm of Lhe company was Lo seL up a modern sofL
drlnk boLLllng planL Maaza has made lLs mark wlLh dlverse range of exoLlc [ulces
1he drlnks are packed ln glass cans L1 boLLles and paper packs
Maaza advanLage
erfecL lngredlenL for a MCCk1AlL
8elng a frulL based [ulce drlnk Maaza can be en[oyed ln more ways Lhan [usL a refreshlng beverage
- erfecL lngredlenL for a mock Lall
- 1roplcal lce cubes wlLh Maaza
- 1he perfecL blend for a frulL salad
Maaza reach
1oday Maaza has become Lhe world's favourlLe mango beverage brand and has won Lhe hearLs of
mllllons of consumers for lLs quallLy and greaL LasLe Maaza lnLernaLlonal Company acqulred Lhe rlghLs
for Lhe MAAZA 8rand name of [ulces wlLh an expanslve LerrlLory LhaL covers a large parL of Lhe globe
such as all of Afrlca LasLern Lurope Mlddle LasL and lar LasL among Lhe oLhers
Crow wlLh maaza
WlLh a Maaza lranchlse small flrms can connecL wlLh boLh young and old consumer across Lhe world
Maaza glves an excluslve lnvlLaLlon Lo [oln Lhe lnLernaLlonal Maaza by esLabllshlng your own franchlse

Maaza lnLernaLlonal Co under separaLe franchlse agreemenL ls presenLly deallng wlLh varlous boLLlers ln
dlfferenL counLrles granLlng Lhem Lhe rlghLs Lo manufacLure and dlsLrlbuLe Lhe drlnks under Lhe brand
name MAAZA 1he concenLraLes for manufacLurlng Lhe drlnks are supplled by Maaza lnLernaLlonal Co
under Lhe above agreemenL
1echnlcal asslsLance and perlodlc quallLy lnspecLlon by Lhe 1echnlcal 8epresenLaLlves of Lhe company
are conducLed regularly aL Lhe boLLler's facLory Lo ensure LhaL hlgh quallLy and conslsLency of Lhe drlnks
are malnLalned



oke`s Taaza take on Maaza


n order to capitalize on the consumers' pre-occupation with health and wellness, Coca Cola ndia plans to grow its only
juice brand, Maaza, with the help of a refreshing new strategy for summer.

The soft drinks major are looking at innovative packaging, catchy commercials, competitive pricing and more flavours to
promote the brand in a big way, say Coke executives.

For many years Maaza was seen as a mango drink. However, this season, the brand is being extended to cover more
flavours. Orange and pineapple flavours have already been launched in tetra packs.

The company is now looking at launching the new flavours in PET bottles. The commercial for the new flavours has
also been shot along with the new Maaza mango spot which goes on air on different channels on April 21.

With an eye to expand the home segment, the company has introduced Maaza in sleek, 'half-sleeved', 1.2 liter PET
bottles that will be officially launched on Thursday.

"We're taking Maaza to the home market for the first time. Close to 90 per cent of all beverages are had at home, so it's
natural for us to take our brands home, says Vikas Gupta, Coke's vice-president marketing.

The beverage major is reportedly undertaking a huge availability drive to ensure that the PET bottles, priced at Rs 36,
the tetra packs priced at Rs 6 for 150 ml and Rs 8 for 200 ml, and the RGBs (returnable glass bottles) reach consumers
in every part of the country.

"Multi-packaging is aimed at catering to all kinds of consumers, says the company's spokesperson. t's not difficult to
see why Coke is focusing on Maaza.

Though the size of the juice market is approximately 3 to 4 per cent of the Rs 6,000 crore carbonated drinks industry,
but the market is growing at a healthy rate.

"t is growing very rapidly, says Gupta. Maaza, he claims, is the market leader in the juice segment as it commands
more than 30 per cent of the market share.

To push the new packaging, a new Maaza commercial will go on air on April 21 which takes forward the company's
goal to reach the family as a health drink. Created by Leo Burnett, Mumbai, and the new commercial shows two
children engaged in a light banter with their mother in the typical "Yaari Dosti Taaza Maaza way.

"Since we're launching the family pack, this time the commercial shows the entire family dadaji, dadima and the
father besides the usual characters comprising mom and kids, says Rachana Roy, creative director, Leo Burnett.

To make the packaging attractive to children, the company has procured permission to use Disney characters on its
150 ml tetra packs called Chotu Maaza.

The packs, being promoted as a lunch accompaniment for school-going children, now come with Donald Duck, Mickey
Mouse and Pluto games and puzzles. "We may launch some more Maaza commercials with animated cartoons, says
Roy.


Coke quenches 'Aam Ki Pyaas' with Maaza
By Gunjan Prasad on Mar 2, 2009
filed under Advertising, India
After rolling out back-to-back advertising campaigns for their aerated drinks, the soft
drinks' majors are promoting their juice drinks, ahead of the peak summer season.
Titled 'Aam Ki Pyaas', the latest initiative by Coca Cola for Maaza, aims to connect
with both young and old consumers across ndia who have a strong urge to have their
favorite fruit, Mango.

After rolling out back-to-back advertising campaigns for their aerated drinks, the soft drinks' majors are
promoting their juice drinks, ahead of the peak summer season.

Titled 'Aam Ki Pyaas', the latest initiative by Coca Cola for Maaza, aims to connect with both young and old
consumers across ndia who have a strong urge to have their favorite fruit, Mango.

"Maaza's appeal across consumer segments has made it ndia's largest selling juice drink brand, said
Avinash Pant, director- marketing, Coca-Cola ndia, adding, "The latest communication aims to take the
mango's connect with Maaza to the next level by positioning it as the ultimate (and only) way to quench the
thirst for mangoes- 'Maaza Lao Aam Ki PyaasBujhao'.
Conceptualized by SainathSaraban of Leo Burnett and produced by Rajesh Krishnan of Soda Films, the
latest communication revolves around the idea of an intense craving for Maaza. The film portrays a
character who is obsessed with mangoes. He feels betrayed by his mango tree that doesn't give him his
favourite fruits off season. He repeatedly calls fruit vendors late at night and keeps asking the same
question much to their irritation, "Have the mangoes arrived yet? He hears the word 'Aam' (i.e. Mango) in
every other conversation. His wife and son are pretty used to this but wonder if there's anything that can
cure his intense thirst for mangoes. The son has a brainwave and introduces his father to Maaza, who after
drinking it experiences his life's most delicious mango experience. So much so that his preference changes
to drinking a Mango (Maaza) rather than eating it, hence the thought -'Maaza Lao Aam Ki PyaasBujhao'.


Muuzu: ReuI Mungo In LIe BoLLIe
T U E S 0 A Y , J A N U A F Y 0 2 , 2 0 0 7
Maaza is the market leader in the Rs 600 crore Indian Fruit drinks market. The brand which is now 30
years old have an iconic status in the segment. The brand came into existence in 1976. The brain child oI
Parle's Chauhan, the brand came into Coke's Iold in 1993. Like Thums Up and Limca, Maaza also had its
own power to live.

Although the Indian soIt drinks market is huge- valued around Rs 2 billion, the non carbonated drinks
constitutes only 10 oI the total market. With the Indian consumers expected to become more health
conscious in the coming decade, the non carbonated market will witness a huge growth in coming years.
The non carbonated drinks are dominated by Iruit based drinks. The Iruit based drinks market is Iurther
classiIied into Fruit Juice and Fruit Drinks and Fruit Nectar market. Fruit Juices typically have more than
85 Iruit juice content while Fruit Drinks contain less than 15 Iruit content. The rest is included in the
Iruit nectar category. While Maaza is the leader in the Iruit drinks category, Dabur's Real is the leader in
the Iruit juice category. The nectar category is dominated by Frooti.
Maaza brand is synonym with the Real Mango. The brand initially was positioned as 'Mango in the
Bottle". The rich creamy taste oI Maaza ratiIied the positioning and gave the brand a huge Ian Iollowing.
Along its product liIe cycle, the brand changed its positioning in tune with the times but keeping its core
value intact. Although Pepsi tried to break into this market with its Slice brand, it was not able to make a
market owing to the lack oI clear positioning.
Maaza had the Iamous tagline" Botal Main AAM, Maaza hai Naam" translated loosely to" Mango in the
Bottled Named as Maaza". The brand later metamorphosed to include the Iun element. The tagline was
changed to the Iamous jingle "Taaza Mango, Maaza Mango" loosely translated to" Excitement oI Mango
withMaaza".
Maaza was targeted at the whole Iamily. The brand's primary consumers are children and the company at
one point tried to tame the mothers (inIluencers) by the campaign relating the brand to health. Maaza
boasts to be IortiIied with calcium. Although kids are a huge Ian oI the brand, Maaza was clever enough
not to restrict itselI to being a Kid's drink. The new campaign Ieaturing Satish Shah takes the brand to the
next level oI Friendship and Fun. The brand is laddering up to higher state oI Friendship moments and is
trying to tell the consumer "How drinking Maaza brings People together" : A tall order Ior a Iruit drink... I
still Ieel that the original positioning oI Real Mango in Bottle still make sense.

The core brand value Ior Maaza is "Wholesome Fun Iilled Real Fruit Experience". The brand over these
30 long years has seldom diluted the core values. One time it changed its track was in 2001 where the
brand tried to come out with Orange and Pineapple variants. Customers rejected it. It is a sort oI Non-
sense to extend a brand known as Mango in the Bottle to other Ilavours.
Maaza also experimented with packaging. The brand has ventured into smart attractive 1.5 liter Pet
bottles and even to tetra pack. The brand also changed the look and changed its logo to become more
contemporary. Coke surprisingly has spent considerable amount oI money to build and sustain this brand.
The brand returned the Iavour by being the largest selling Iruit drink brand in India.


ut CcaC|a Ind|a
CocaCola lndla refreshes mllllons of consumers LhroughouL Lhe counLry wlLh an exclLlng range of
beverages lncludlng CocaCola uleL Coke 1hums up lanLa Llmca SprlLe Maaza MlnuLe Mald ulpy
Crange Ceorgla Ceorgla Cold klnley and klnley Club Soda Lhrough a neLwork of more Lhan one mllllon
ouLleLs 1he company has lnvesLed more Lhan uS$ 1 bllllon ln lLs lndlan operaLlons emerglng as one of
Lhe counLrys Lop lnLernaLlonal lnvesLors lnaddlLlon Lhe company's buslness operaLlons also engage
approxlmaLely 1 30000 people ln lndla
cococo/o lndios Leodership in the luice urink 5eqment
CocaCola ln lndla currenLly en[oys markeL leadershlp ln Lhe [ulce drlnk segmenL wlLh brand Maaza
lnaddlLlon Lhe company has also has MlnuLe Mald ulpy Crange a naLurally refreshlng [ulce drlnk
offerlng an unmaLched LasLe experlence due Lo Lhe presence of naLural 'Crange ulp' WlLh a larger [ulce
drlnk porLfollo and by launchlng a fresh communlcaLlon for Maaza CocaCola ln lndla ls all seL Lo exLend
lLs leadershlp ln Lhe [ulce drlnk segmenL
1he laLesL communlcaLlon 'Maaza Lao Aam kl yaas8u[hao' has been concepLuallzed by SalnaLhSaraban
of Leo 8urneLL and produced by 8a[esh krlshnan of Soda lllms ln addlLlon Lo leveraglng mass medla
adverLlslng lnLegraLed communlcaLlon plan lncludes roll ouL of a range of lnlLlaLlves lncludlng ouLof
home (CCP) medla polnL of sale merchandlse and on Lhe ground lnlLlaLlves across all key markeLs
,aaza Ind|as Largest Se|||ng Iu|ce Dr|nk 8rand
All SeL 1o lurLher Lnhance lLs MarkeL Leadershlp
nnuncement ] Crprate Ieruary 2S 2009 1932 IS1
Launches lnLegraLed CommunlcaLlon lnlLlaLlve lor 1he Summer Cf 2009
O lnnovaLlve communlcaLlon deslgned Lo poslLlon Maaza as Lhe besL Lhe only way Lo quench Lhe
LhlrsL for Mangoes a sLrong deslre whlch hlLs mosL mango lovers 'Aam kl yaas' (1hlrsL for
Mangoes)
O new communlcaLlon alms Lo Lake Mango's connecL wlLh Maaza Lo Lhe nexL level by poslLlonlng
lL as Lhe ulLlmaLe LhlrsL quencher of Mango besL explalned by Lhe Lagllne 'Maaza Lao Aam kl
yaas8u[hao' (le Cuench your LhlrsL for Mangoes by Maaza)
O lnLegraLed communlcaLlon program lncludes mass medla adverLlslng and leveraglng a range of
below Lhe llne channels lncludlng ouLofhome (CCP) medla polnL of sale merchandlse and
rolllng ouL onLhe ground
Maaza lndla's blggesL and mosL favorlLe [ulce drlnk brand Loday unvelled an lnnovaLlve communlcaLlon
lnlLlaLlve for 2009 apLly called 'Aamklyaas' (le 1hlrsL for Mangoes) 1he new communlcaLlon program
has been deslgned Lo poslLlon Maaza as Lhe besL and Lhe only way Lo quench Lhe LhlrsL of Mango lovers
who have an ulLlmaLe deslre Lo have Mango anywhere and anyLlme besL capLured by Lhe Lagllne
'Maaza Lao Aamklyaas8u[hao' (le Cuench your LhlrsL for Mangoes by Maaza) 1he laLesL lnlLlaLlve
alms Lo connecL wlLh boLh young and old consumers across lndla who have sLrong urge Lo have Lhelr
favorlLe frulL Mango Lhe naLlonal passlon of lndla
Accordlng Lo Avlnash anL ulrecLor MarkeLlng CocaCola lndla Maaza's appeal across consumer
segmenLs has made lL lndla's largesL selllng [ulce drlnk brand 1he laLesL communlcaLlon alms Lo Lake Lhe
Mango's connecL wlLh Maaza Lo Lhe nexL level by poslLlonlng lL as Lhe ulLlmaLe (and only) way Lo quench
Lhe LhlrsL for Mangoes 'Maaza Lao Aam kl yaas8u[hao'"
Popolur Articles uboot Muuzu
Bisleri challenges Delhi HC order on Maaza
!TI Dec 8, 2009, 08.19pm ST
EW DELH: Bisleri has challenged the order of a single-judge bench of Delhi High Court which had
restrained the Ramesh Chauhan-promoted firm from infringing on trade rights of beverage major Coca
Cola by manufacturing 'Maaza' drinks.
Bisleri has filed a petition before the division bench challenging the order passed by the single-member
bench on October 20 this year slamming the firm for manufacturing mango-flavoured soft drink under the
trade name 'Maaza' in ndia through third party and had directed not to sell it.
A division bench comprising Justice Vikramjit Sen and Justice Sunil Gaur has directed listing of the matter
in February next year for hearing.
Bisleri (formerly Golden Agro) had sold the Maaza trade mark to Coca Cola for use in ndian market but
had reserved the right for overseas markets.
However, Coca Cola had alleged Bisleri had continued to use the trade mark in ndian markets through
dummy firms.
Passing the order, Justice Manmohan Singh had found that Bisleri, in association with one Verma
nternational, a firm allegedly owned by its employee R V Verma, was producing soft drinks under the
trade name Maaza in a factory in Andhra Pradesh and exporting it to Australia and some other countries

Muuzu Articles by ute
Frooti Vs Maaza: Parle Agro to launch mango juice
brand Frooti in returnable glass bottles
$agar MaIviya, ET Bureau Oct 28, 2011, 05.16am ST
MUMBA: Fruit drinks maker Parle Agro is launching its mango juice brand Frooti in glass bottles to
challenge the dominance of Coca-Cola's Maaza. Half of beverage maker Coke's mango-based
drink Maaza is sold in returnable glass bottles (RGB).
"By entering into the RGB segment, we are looking at increasing our footprint in virgin territories," said
adia Chauhan, joint managing director at Parle Agro. "We expect to increase our market share with this
move." Experts say Frooti's sale in reusable bottles could be a game-changer for Parle, which will now
match Coca-Cola not just with similar product packs but also enter one of Coke's biggest sales channels.
Maaza is the leader in the 2,000 crore fruit-based drinks segment, sold in tetra packs, PET and glass
bottles.
"Of the three consumption occasions-on the go, at home and on-premise consumption-Frooti has been
covering the first two," said Devendra Chawla, president FMCG and Food at Future Group. "However, the
third one is significant and presence there would add more distribution touch points, sales as well as new
consumers since 'Horace' (Hotel, restaurant & cafe) are a significant channel that is primarily RGB
driven."
However, it won't be easy for Parle.
Chawla, a former director at Coca Cola ndia, said reusable bottles is a high investment business where
managing glass bottle rotation and establishing the right route to market distribution is critical.
For the past one year, several players have entered newer sub-segments in the fruit-based drinks
category, including ready-to-drink, nectar and 100% juice.
For instance, Coca-Cola launched Minute Maid 100% juice while Hindustan Unilever entered the fruit
juice segment with the Kissan brand, growing the overall category by 26%.
But fresh competition also means share erosion for the market leader. By volumes, Maaza's share
declined from 48% in the first half of last year to 41% during the same period this year, while Frooti has
managed to keep its share constant at 25%, according to market researcher MRB.
Parle also gained by spending aggressively in advertising during summer by launching its 'Crazy Mango
Fun' campaign especially during PL season 4 while Coca-Cola focused more on its fizzy drink brands.
"Maaza continues to be the most preferred non-alcoholic ready to drink beverage in the country and by a
huge margin. t enjoys massive brand equity and is synonymous with mango," said a spokesperson of
Coca-Cola ndia, which sells the mango drink brand in over a million retail outlets in the country.
Also, Parle with its new packs wants to primarily aim at the rural market, where the segment grew 60%
this year. "RGB as a format holds great relevance in ndia even today, especially given the market
construct of ndia, where 70 % of the population still resides in rural ndia," said Chauhan.
However, urban geographies still contribute 89% to the total volumes and even they have grown at 23%
for the first half this year, according to MRB.
EATURED ARTCES ABOUT MAAZA

Coca Cola ndia enters juice market with Minute Maid
launch

MUMBA: Beverage-maker, Coca-Cola ndia, entered the Rs 100-crore juice market with its ''Minute
Maid'' brand where it will compete against market leaders such as Dabur, arch-rival Pepsi and home-
grown Parle.
While both Dabur and Pepsi enjoy a 40 per cent market share each, new entrants, including Parle's Saint
has an over eight per cent share.
"There is an enormous opportunity in the packaged beverage market. Having established our juice
credentials with the successful launch of Minute Maid Pulpy Orange and imbu Fresh juice drinks along
with Maaza, we are now launching the premium Minute Maid 100 percent juice range in three flavours,"
Coca Cola's CEO, ndia and South West Asia, Atul Singh, told reporters while launching the product on
the sidelines of the Food Forum ndia here.
The launch further strengthens Coca-Cola ndia's diverse product portfolio, comprising of home-grown
and globally available sparkling and still products, which are growing at equal pace for the company, both
globally and in ndia, which is a very strategic market for it.
The Minute Maid 100 percent juice has been launched in three flavours such as apple, grape and orange,
developed at the company's Research & Development laboratory in Gurgaon.
Minute Maid 100 percent juice has been made available in two pack sizes -- 200-ml and 1-litre tetrapak,
all affordably priced at Rs 20 and Rs 85, respectively. The product will be available in all leading modern
trade outlets across the country and in general retail outlets in Punjab.