This blog is about looking deeper into the marketing insights of a product and applying the overall concepts of marketing on that product. It talks about how a particular brand is marketed and what are the strategies devised behind marketing it.
It seems interesting as I have studied about marketing concepts in my secondary education and at under graduation level. However, this blog gives me the opportunity to apply those concepts practically and experience the extent of truthfulness behind them. By studying a brand of our choice and how it has been brought into the market, we’ll be able to enhance our understanding of marketing knowledge in a broader way along with learning in a new fashion.
Har Mausam AAM!
Maaza, a refreshing mango drink , has won hearts of the young crowd with it’s energizing taste and freshness that comes packed in a spaced plastic bottle.. Introduced in 1970s, Maaza mango, a Coca- cola fruit drink, 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.
The campaign for the mango drink is based on the thought that things that people desire and love the most should be accessible to them, anytime and anywhere.
The new campaign for Coca-Cola’s mango-based drink Maaza focusses on the idea that things that people desire and love the most should be accessible to them, anytime and anywhere.Conceptualised by Leo Burnett, the television commercial, titled ‘Har mausam aam’, focusses on how fruit-sellers and vendors engaged in selling mangoes seek alternate employment opportunities (ranging from astrology to dentistry) during off season. With Maaza, consumers can now experience the taste of mango in all seasons. This also provides an employment opportunity to the vendors, who can sell Maaza throughout the year, along with real mangoes during summer. This proposition is further stressed with the tagline Maaza – ‘Har mausam aam’.
Maaza as a known mango fruit drink is available at every nearest outlets. Hence, the accessibility factor adds value to it’s customers.
The pricing of mazza is quite reasonable with every sizeable bottle ranging from rs.37 for a 600ml to rs. 68 for a 1.5 lts one. Thus affordability is an add on to the customer value.
- SAFE DRINK
Maaza claims to contain the mango pulp of the Alphonso variety and is thus considered a safe drink with no alcohol content and preservatives. This drink can be enjoyed on any occassion and in any season, that’s why it is called the “all season aam” drink.
Who buys the product?
- Children below 13 years
- Adults specifically the college going and office going crowd
Problem solving by the product
- Refreshes one person.
- Solves problem of lack of availability
- Can be consumed number of times without harming anybody’s health.
- Can be carried to schools , colleges and offices.
- Safe drink because it has fruit ingredients in it.
- All season aam concept attracts consumers.
- Energizing drink as mango being the favourite fruit of the majority serves as a energy booster for teenagers and adults.
- Good quantity at affordable price.
Trigger to buy
- Easy availability at outlets.
- Celebrity endorsement.
- Handy bottles and packaging.
- Mango flavour itself.
CONSUMER BEHAVIOUR OF MAAZA
Consumer Behaviour is basically a study of how an individual, group or an organisation select, buy and use any product or services and which factor influences this decision. Consumer is the king for every organisation who wants to survive will have to follow, understand and update according to its consumers needs and demands. Consumers needs keeps changing because of the availability of several no. of options.
Consumer buying behaviour is influenced by a host of factors:
- Cultural Factors
- Social Classes
- Social Factors
- Reference groups
- Personal Factors
- Age and stage in life cycle
- Occupation and economic circumstances
- Personality and self concept
- Lifestyle and values
Based on such factors that have been listed above and my mental conditioning if I was a consumer was to buy Maaza, the following thoughts would cross my mind before I made my purchase decision.
THE BUYER DECISION PROCESS
The Customer Buying Process (also called a Buying Decision Process) describes the process your customer goes through before they buy your product. Understanding your customer’s buying process is not only very important for your Salespeople, it will also enable you to align your sales strategy accordingly. The basic psychological processes play an important role in consumer’s actual buying decision.
Maaza as a product also is bought by consumers after analysing their needs and wants and what kind of drink do they prefer at the right occasion. It either could be an instant decision to drink any fruit drink. However, there are five stages that a consumer goes through before taking a buying decision and for Maaza also a similar thinking analysis is conducted before buying it.
THE FIVE STAGE MODEL
A consumer has to go through the basic five stages that defines his buying decision behaviour . A consumer need not go through all the five stages always and take decision at an early stage itself.
There are 5 stages in a consumer buying decision process.
1. Problem Recognition (awareness of need)
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Post-Purchase Evaluation
Let us analyse the buying behaviour with reference to Maaza as my marketing diary product.
- Problem Recognition:In this stage, a consumer realizes or recognizes that their desired state is different from their actual condition. This could be a simple as “I’m hungry, I need food.”
In my example lets assume we come across a consumer who is thirsty and wants drink that would refresh him.
- Information Search:In this stage, a consumer recognizes their need (or want) and sets forth to find a solution. If it is clothing they need to solve their problem, the look for clothing, if it is food, they look for food.
Carrying on the example set above the consumer would look for products that would help satisfy his problem. He shall come across an array of soft drinks, natural juices, mineral water and non aerated flavoured drinks like Frooti and Maaza. He sets his mind on non aerated flavoured drinks.
- Evaluation of Alternatives:In this stage, a consumer has a good idea of what they want, now they are looking at the options that exists. They are evaluating the features of products and brands.
Carrying on with the example now the consumer knows what he wants. He will choose amongMaaza,Frooti, Slice and Jumpin as these are the products that would satisfy his problem and they belong to the exact product family that he is looking for.
- Purchase Decision:In this stage, a consumer is processing the information from the information search and deciding on the products, store, payment options. More importantly, they are making the decision to move forward with the purchase or not.
Taking the example forward the consumer in this stage would pick a product among the ones mentioned above. His decision would be made after considering a host of factors like affordability, goodwill, taste, quality etc,
- Post-Purchase Evaluation:In this stage, the consumer determines if they are satisfied or dissatisfied with the purchasing outcome. Here is where cognitive dissonance occurs, “Did I make the right decision.”
According to the example the consumer has purchased Maaza. He will evaluate the purchase based on the difference between expected outcome and actual outcome. If Maaza managed to really satisfy what he actually wanted then the consumer might turn into a loyalist and stick with the brand for a sustained period of time.
Competition and Industry
India is world‘s Largest manufacturing Country and the companies like Coca-cola,PepsiCo and Parle Agro have a big benefit to manufacture there product which are based on mango. Maaza has managed to create a niche for itself over the last few years with a market share of 37% in the juice segment as per independent industry estimates. The other players with a sizable share include Slice at 22% and Frooti at 13%. In the 2012 edition of Brand Equity’s Most Trusted Brands, Maaza was the only beverage brand in the Top 10, even ahead of the more aggressively marketed colas. The overall marketing mix seems to be working well for Maaza, which has been around since 1976 and been a part of the Coca-Cola family since 1993.
SLICE VS MAAZA
Mangoes are a summer obsession and mango drinks their chilled, refreshing, pulpy substitute. To cash in on the scorching, sultry summers, beverage majors PepsiCo and Coca-Cola have launched new campaigns for their non fizzy mango drinks, Slice and Maaza.
While Slice has unveiled a new campaign in the popular ‘Aamsutra’ series to welcome the summer season, Maaza has come up with a new positioning tactic with the its ‘Har Mausam Aam’ campaign as a year round option, irrespective the season of summer or winter.
Summer pull Vs All season treat
1. BRAND POSITIONING
Maaza, ‘Har mausam Aam’.This particular variety gives mango loyalists the freedom to gratify their mango craving any time they want – with its consistent authentic seedless mango taste each and every time. The thought really is to strengthen brand Maaza’s strong association with the mango in a very entertaining and engaging manner.
The latest brand campaign for Maaza has positioned the mango drink as an all season brand, which is available throughout the year, irrespective of the time of the year. This new communication strategy is a marked departure from their advertising strategy since the past few years when Maaza was positioned as the ideal substitute for mango. The company says that it not only reinforces the fact that Maaza is the readily available, year-round solution to gratify your craving for mangoes, but it is also a blessing in disguise for those people whose livelihood depends on the fruit. On a lighter note, the campaign promotes Maaza as an alternate source of employment for seasonal mango sellers. Thus, Coca-Cola has tried to move beyond their conventional positioning as a seedless mango drink, a thirst quencher for summers and instead repositioned itself as the natural answer to the problem of unavailability of mangoes post the summer season.
While Maaza is reinforcing the ‘year round’ availability positioning, Slice from PepsiCo is focusing on the season of mangoes – summers, for its new campaign. Thus, PepsiCo has continued the ‘Aamsutra’ brand proposition with a new campaign for Mango Slice, ‘Ab Ras Barsega’ and made its approach more season-centric. This new campaign, captures the essence of Slice and its deep relationship with the mango fruit in India. With a distinct Indian look, Slice has attempted to create a unique, playful yet sensuous mood, which makes you confident, and will be appreciated by mango fans.
Thus while Maaza has used a comical twist to its campaign, Slice has extended its sensuous approach of Aamsutra with Katrina Kaif continuing as its brand ambassador.
2. TARGET AUDIENCE
There seems to be a slight differentiation in terms of their target audience. Maaza initially targeted children and young adults but its recent marketing campaigns seem to focus more on the youth. Slice, on the other hand with its playful and sensuous advertisements would cater more to a slightly mature audience as opposed to a younger segment.
The pricing of Maaza has been done keeping in mind the affordability and the availability factor. A 600 ml bottle of Maaza costs Rs. 37, a 1.2 lts bottle for Rs.62 and a 1.5 lts bottle for Rs.68. However, Slice is said to have better prices than Maaza Rs. 34 for 500 ml bottle and 62 for 1.2 lts.
PRODUCT LIFE CYCLE
A new product goes through 4 stages of life i.e. introduction, growth, maturity and decline. These different stages of life define the “product life cycle” of a product. It is associated with the changes in the marketing situation, thus impacting the marketing strategy and marketing mix.
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 came up with different campaigns to position itself as harmausamaam in the mind of consumer. More reviving campaigns were introduced to sustain the brand in the market. However, with more fruit drinks coming up ,Maaza is on its declining phase and is introducing new innovative campaigns and pricing to sustain in the market.
The four stages of PLC are:
- INTRODUCTION: At the introduction stage, the product makes it first presence and It is necessary for customers to be made aware of its arrival. A period of slow sales growth as the product is introduced in the market. Profits are non-existence. Maaza was introduced in 1970’s with very low sales and profit margin. It was introduced as a delicious mango drink to delight consumer’s taste.
- GROWTH: A period of rapid market acceptance and substantial market improvement. Early adopters like the product, and additional consumers start buying it. Maaza came up with different size bottles, however they never experimented on the variety of flavours. Coca Cola recently launched with the “Maaza Milky Delite” in Punjab.
- MATURITY: It is a period of slowdown in sales growth because the producthas achieved acceptance by most potential buyers, Profits stabilize or decline because of increased competition. Maturity stage the product is well established in the market and had well hand over his consumer level. Maaza keeps coming up with new campaigns to sustain in the fruit juice/drink market , the latest one being “HAR MAUSAM LOVE, HAR MAUSAM AAM”.
- DECLINE: This stage is acquired by the product when its market share starts declining while for Maaza this satgehasnt reached yet.
Marketing Mix is a combination of several elements to marketing. These elements include what is commonly referred to as “the 4P’s of marketing” which are product, price ,place and promotion. When these elements are combined it is easier to see the Target Audience. The 4P’s are important during all stages of production.
Product is anything that is made available for sale. Maaza drink is positioned as a calcium fortified drink. Maaza concentrated all segments of people but mostly preferred teenagers. But their latest campaign focusses on “YOUTH” and the young generation. Maaza concentrated on diabetic patient’s low calcium and sugar free. The packing is a simplified bottle with a maaza logo and design.
Pricing policy is the course of action or guiding philosophy that helps a business firm to make pricing decisions smoothly and perfectly. The current prices of Maaza are reasonable but additional offerings should be made along the product as consumers of all ages are attracted by price. The current market for mango drinks are becoming highly price sensitive and extremely competitive.
Place determines where is the product going to be located. Maaza uses existing distribution network under it’s parent company Coca-Cola India Pvt. Ltd. The company identified variety of marketing channel efficiencies for marketing activities and sets up an optimal distribution mix for different wholesalers and retailers.
Promotions have become a critical factor in the marketing mix. Promotion mix consists of the specific blend of advertising,personal selling, sales promotion, public relations and direct marketing tools that company uses to pursue it’s advertising and marketing objective. Maaza promotes itself as a friendly, healthy and refreshing drink among its target audience.
PRODUCT AND BRAND RELATIONS
Relating your product with other products to ensure that a firm is offering and marketing the optimal set of products. In case of Maaza, relating it to it’s competitors such as slice and frooti and other similar brands to ensure that the company is following the adequate marketing techniques to market the optimal set of drinks to its customers.
Starting from the basic need of the customer to choosing particular items that satisfy those needs, a product hierarchy will be formed. Similarly Using Maaza, the product hierarchy can be identified as follows:
1. Core Benefit – The core benefit of Maaza is to quench thirst of an individual.
2. Basic Product – Maaza is a refreshing mango flavoured drink and its basic purpose is to provide the taste of mangoes in a liquid form to satisfy the customer.
3. Expected Product –The consumers expect that the drink will be cold, refreshing and energizing and will not only quench thirst but add some more value to it.
4. Augmented Product – Maaza has come up with the essence of mangoes in its drink so that consumers are able to taste their favorite fruit as well and be energized and refreshed at the same time.
5. Potential Product – The Coca-Cola Co. can make Maaza a potential product if it adds more features to it. For Instance, it can introduce Maaza Ice-creams. It has also come up with maaza milk drink in Chandigarh, Punjab .
The 3 C’s Kenichi Model
Pricing is the process of determining what a company will receive in exchange for its products. Its a highly complex task and a lot of thought goes behind it. In such competitive markets like the ones we have today every rupee matters. Consumers unless they are brand loyalists might jump from one brand to another because of the smallest of margins. Product buying decisions are made keeping a lot of factors in mind, generally pricing being the most important.
Some factors to be kept in mind while deciding the pricing strategy:
- Pricing objectives
- Product cost
- Extent of competition in the market
- Customers demand and utility
- Marketing methods used
- Government and legal regulations
Maaza also follows a pricing strategy which makes it affordable for the people to buy. Following is the pricing of maaza:
- TETRA PACKS
- Maaza has a tetra pack of 200 ml which is priced at Rs. 12. It is a long sleek packing with pictures mangos depicting the maaza essence to its consumers.
- Beverage company Coca-Cola India has recently rolled out a new mango drink ‘Maaza Milky Delite’The new product is a beverage made of mangoes combined with milk solids and it will be available in 200 ml TetraPak at a price of Rs 25. What we now bring to the market is this amazing fusion of mango and milk as a standardised, safe, hygienic and consistent offering.
- MAAZA 600 ML BOTTLE
A 600ml of Maaza costs for rs. 37. It is the standard size bottle which is filling for one person completetly.
- MAAZA 1.2 ML and 1.5 ML BOTTLE
A 1.2 Ml bottle of maaza costs Rs, 62 and a 1.5 ML bottle of Maaza costs Rs. 67 i. e Rs. 30 more than the 600 ml bottle. However, there is minimum difference in pricing. It has been priced in a way that a customer would’nt mind paying just 5 rupees extra to buy a higher quantity.
OTHER PRICING OFFERS:
- Coke launches 100 ml Maaza packs at Rs 6. The product has been launched as a pilot in three districts of UP.
- Maaza also offered family packs like two 1.2 lts worth Rs.124 at Rs. 111.
Thus, we see that Maaza is not only available in many prices but also in variety of sizes and the company is still working on different packagingsfor the product. However, the price is set according to the target audience that is the youth and the new offers online as well as offline is helping to cater more to the target group, thereby increasing market share.
DISTRIBUTION CHANNEL AND MANAGEMENT
Maaza follows the “Vertical marketing systems (VMS)” , a channel that involves a vertical connection between the producers , wholesalers, retailers and the consumers. In case of Maaza , the parent company Coca Cola India pvt ltd is the producer which supplies the product to the wholesalers which in turn sell it to the retailers. The consumers buys from the retailersand the channel stands complete then.
Maaza also adopts first level and second level distribution channels.The depot of the company sellsits products directly to the retailers and them it reaches to the consumers. This happens only in places where depot of the company is located. In small towns wholesalers are established by the company. Wholesalers get product from depot of the company and they sell it to retailers through whom it ultimately reaches the consumers
However, some retailers have direct contact with the company outlets and establish the “one level channel of distribution” wherein the product i.e Maaza directly reaches the retail shops and consumers tend to buy from these retail outlets. We usually see Coca Cola trucks that come to these retail outlets to deliver the product directly without involving the wholesalers and other intermediaries.
Integrated Marketing Communication (IMC)
Integrated Marketing Communication is a planning process designed to assure that all brands contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. This planning process evaluates the strategic roles of a variety of communication disciplines-for example: general advertising, direct response, sales promotion and public relations-and skilfully combines these disciplines to provide clarity, consistency and maximum impact through the seamless integration of messages.
1. Coke quenches ‘aam ki pyaas’ with Maaza
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 ‘Aamkipyaas’, an initiative by Coca Cola for Maaza, aims to connect with both young and old consumers across India who have a strong urge to have their favorite fruit, Mango
2. Maaza pitches itself as the “Har mausam aam”
In a fun take, Maaza’s new commercial offers the mango juice drink brand as the solution for not just those who crave mangoes through the year, but for those whose livelihood depends on the seasonal fruit.
Created by Leo Burnett Delhi, the ad shows three men whose “second innings” begin once the mango season is over. Prem Singh tries to become a dentist, Sohanlal an astrologer and Monty, a mechanic. However, all three are terrible at these other professions. As they wonder what to do in the off-season, a young boy asks them if they’ve ever heard of “harmausamaam” (mango for all seasons). The men scoff at him, but the kid insists he’s right and then tells them it’s Maaza. The ad ends with the three men now happily selling Maaza, as Monty says, “Aamka season khatamhosaktahai, parMaazakanahin.
3. “Yaari Dosti Taaza Maaza”
A new brand campaign for Maaza featuring Satish Shah was also launched. The campaign includes the launch of a new TV commercial featuring the versatile actor, talk about “Yaari Dosti” over a “Taaza Maaza”. The commercial highlights the use of the fresh and premium Alphonso mango being used in the formulation of Maaza. The campaign further goes on to capture moments where the Maaza acts as an enabler of building friendships and creating fun moments.
‘Har Mausam Love, Har Mausam Aam’
Maaza launched another campaign that was an addition of a pinch of love to the old campaign “Har mausam aam”.Setting the tone for the year, the campaign themed“Har Mausam Love, Har Mausam Aam” , adds a delightful twist of love to brand Maaza along with its enduring promise of mesmerizing, authentic experience of rich, juicy mangoes in every sip. The new Maaza campaign has been conceptualized by Leo Burnett (Delhi) and directed by JayantRohtagi. In addition to leveraging mass media advertising, integrated communication plan includes roll out of a range of initiatives including out-of-home (OOH) media, digital, point of sale merchandise and on- the- ground initiatives across all key markets.
SEGMENTATION, TARGETTING AND POSITIONING
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Market segmentation strategies may be used to identify the target customers, and provide supporting data for positioning to achieve a marketing plan objective.
Segmentation is generally done on 4 parameters – Demographic, Geographic, Behavioural and Psychographic.
MAAZA HAS SEGMENTED its MARKET AS FOLLOWS:
- Geographic Segmentation: This type of segmentation divides the market into geographical units such as nations, states, regions, countries ,cities or neighbourhood.
Maaza segments itself geographically as follows:
- REGION: Available in almost all the states and districts across the country. Also made available in rural areas like villages and grams.
- SPECIAL LOCATIONS: At metro stations, theatres, malls, kirana shops, railway stations, airports and even tapris.
- Demographic Segmentation: In this type of segmentation we divide the market on variables such as age, family size, gender, income, occupation, religion and race, nationality etc. The marketers usually associate the needs and want of the consumer with the demographics and then decide upon their target audience.
Maaza builds on the following demographics:
- Age: Largely the youth of the country i.e college students and the working class followed by teenagers and houselholds.
- Income:Very affordable so it does not apply.
- Gender: Meant for both boys and girls.
- Psychographic Segmentation: This is the science of using psychology and demographics to better understand consumers. In psychographic segmentation, buyers are divided into different groups on the basis of psychological /personality traits, lifestyles, or values. People within the same demographic group can exhibit very different psychographic profiles.
Maaza uses this type of segmentation in the following manner:
- Attitude: a friendly, love , cool and trendy attitude.
- Lifestyle: Fairly simple lifestyle, not really high class.
- Behavioural Segmentation: In this type of segmentation, marketers divide buyers into groups on the basis of their knowledge of attitude towards, use of or response to a product.
- User Rate: Frequent purchasers as well as first timers.
- User Status:Loyalists as well as new customers.
Targeting is a process of prioritizing segments based on the brand’s core competencies or capabilities, and other researched factors including segmented market size, growth potential of the segmented market, competitive dynamics, etc. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards.
MAAZA has mainly targeted the youth which can be associated to themasti, love, energy, enthusiasm and charming personalities.
Positioning involves directing marketing activities in such a way that you can place the brand in the minds of your target audience exactly the way you want them to perceive it.
India’s mango obsession has been creating business opportunities for the food processing sector. The most popular drink of the Coca-Cola company in the mango variety was launched in India named “Maaza”. Coca-Cola even with its ‘Minute Maid Pulpy Orange’ still enjoys market leadership in the juice drink segment with the brand ‘Maaza’. Today, Maaza is India’s biggest and most favorite juice drink brand today with its innovative communication initiatives.
In 2009, the company launched an intergrated communication design to position Maaza as the best and the only way to quench thirst for the mango lovers with its tagline- “Maaza Lao, Aam Ki PyaasBujhao”. This initiative aimed to connect with both young and old consumers across India who have strong urge to have their favourite fruit mango.
In 2012, Maaza launches the New- “HarMausamAam” campaign. This campaign aims to provide the mango lovers across the country to satiate their desire for mangoes throughout the year. This campaign too has been portrayed with Maaza’s signature ‘Fun’ quotient seen in its TV commercials.
2013 – The new Maaza Ad positions the brand around ‘romance’. Maaza takes the idea of “HarMausamAam” forward and adds a delightful twist of ‘love’ . This new philosophy endorsed by Maaza’s newly signed brand ambassadors, Imran Khan and Parineeti Chopra, who are young achievers with a refreshing new outlook to the world. They epitomise the young India – go getters, energetic, wanting to make a difference and sure of themselves and will therefore further strengthen Maaza’s brand equity and appeal and will help us take the brand to the next level.With the new campaign, Maaza brand philosophy adds an element of ‘love’ to its promise of “HarMausamAam”.
Over the years, Maaza through its consistent communication campaigns, offering real mango experience available in all seasons has promised the taste buds for many and has been successful in positioning itself as the “delightful mango drink”.
According to AMA “A brand is a customer experience a represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme, brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relation to its use and through the influence of advertising, design, and media commentary.”
Maaza emerges as India’s most trusted beverage brand. Maaza has moved up from 32nd position in 2011 to 8th position in 2012 and is the only beverage brand in the top 10.
BRAND EQUITY: Brand Equity is the added value endowed on products and services. It may be reflected in the way consumers think,feel and act with respect to the brand, as well as in the prices, market share, and profitability the commands.
Maaza’s equity is built its equity on campaigns like “Taaza mango Maaza mango”, “Bina Guthli Aam” which tried to sell people on the superiority of Maaza to a plain vanilla mango. Also “Har Mausam Aam” helped the immensely in Maaza brand building to a great extent. The look and feel of maaza has been potrayed as a friendly refreshing mango drink. Alongside the high-decibel TV campaign, the other components of the brand campaign include out-of-home and on-ground initiatives as well as point of sale activation across key markets. The brand is also looking to leverage digital in a big way for the first time. The brand is betting and investing big-time on the festivals to increase the occasions of consumption. Thus, Maaza is still building on its brand equity and as a result occupies the majority share in the market.
Holistic Marketing can be defined as a marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities. . Holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution.
There are 4 main components to holistic marketing.
- Relationship marketing emphasizes customer retention and satisfaction rather than a dominant focus on sales transactions.
- Internal marketing is a process that occurs within a company or organization whereby the functional process aligns, motivates, and empowers employees at all management levels to deliver a satisfying customer experience.
- Integrated marketing is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.
- Socially responsible marketing is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long term.
Holistic marketing perspective of Maaza
1. Relationship Marketing
- Builds strong consumer relations by positioning the brand in the consumers mind.
- A youthful connect.
2. Internal Marketing
- Alignment of organizations purpose with employee behaviour.
- Motivation, empowering and reframing of employees attitude.
- Inside – out management approach
- Constant training programs for the benefit of employees.
3. Integrated Marketing
- “Har Mausam Aam” Campaign defining Maaza as an all season mango drink and the consumer need wait for the mango season when he has Maaza always.
- Inducing the love factor in marketing the product fro a better connect.
- Introducing Maaza Milky Delight as a new variant of the brand and associating with the health factor also.
4. Social Responsible Marketing
- Social Responsibility Projects taken up time to time.
- Use of fresh ingredients every time.
- Suitable disposal of waste to ensure minimal pollution.
Sales management is a business discipline which is focused on the practical application of sales techniques and the management of a firm’s sales operations. It is an important business function as net sales through the sale of products and services and resulting profit drive most commercial business. These are also typically the goals and performance indicators of sales management.
Maaza follows a systematic and an organised sales management system with proper distribution channel.