Aava Natural Mineral Water (B)
Publication date: 31 March 2015
Abstract
Launched in 2005, Aava natural mineral water is the second largest brand in the Indian natural mineral water market. Over the years 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.
Keywords
Acknowledgements
Prepared by Professor Anand Kumar Jaiswal and Harit Palan, Research Associate, Indian Institute of Management, Ahmedabad and Professor Ingita Jain, K.S. School of Business Management, Ahmedabad. The authors wish to thank Mr. Behram Mehta, Managing Director, Sheelpe Enterprises and Mr. Shiroy Mehta, Global Marketing Head at Aava for their support and cooperation while writing this case.
Citation
Jaiswal, A.K., Palan, H. and Jain, I. (2015), "Aava Natural Mineral Water (B)", . https://doi.org/10.1108/CASE.IIMA.2019.000085
Publisher
:Indian Institute of Management Ahmedabad
Copyright © 2015 by the Indian Institute of Management, Ahmedabad