- Maaza was first launched in India in 1976 and has since expanded globally through various acquisitions and partnerships. - It is currently owned and distributed by Infra Foodbrands, located in the Netherlands, which exports Maaza to over 33 countries worldwide. - Infra Foodbrands markets Maaza in 9 flavors across 9 packaging formats to suit different market segments.

1. HISTORY
Maaza was launched in 1976 in India. The Union Beverages Factory,
based in the United Arab Emirates, began selling Maaza as a
franchisee in the Middle East and Africa in 1976. By 1995, it had
acquired rights to the Maaza brand in these countries through Maaza
International Co LLC Dubai. In India , Maaza was acquired by Coca-
Cola India in 1993 from Parle-Bisleri along with other brands such
as Limca, Citra, Thums Up and Gold Spot. As for North America,
Maaza was acquired by House of Spices in 2005.
Since 1998 Infra Foodbrands, located in The Netherlands, has
started distribution in Europe, West-Africa, North America, Canada
and the Caribbean, using frequent worldwide connections from
Rotterdam Main Port. Since 2006 Infra Foodbrands is the owner of
the Maaza brand and exports to 33 countries worldwide.
Infra Foodbrands develops, designs, distributes and markets a range
of beverages, all supported by marketing- and promotional support
programmes. Infra Foodbrands offers Maaza in 9 flavours (f.e.
Mango, Tropical, Guava, Lychee, Passion Fruit/Maracuja, Pineapple,
Banana, Papaya, Fruit Punch) in 9 different packaging formats (f.e.
PET bottles, cartons, glass bottles and cans) suitable for all segments
of the market.
Campaign
its new campaign for the summer of 2007, aptly called, “Taaza Mango Maaza Mango”. The latest
campaign featuring the versatile actor Satish Shah, has been designed to connect with Maaza
loyalists by bringing out the goodness and the quality of mangoes used in the juice drink’s
formulation. As part of the new integrated marketing communication effort, a range of initiatives
including mass media advertising and on ground initiatives including road shows and contests are
being rolled out across all key markets. The brand campaign has been conceptualized by Sainath
Saraban and Madhumita Deb of Leo Burnett and the ad film had been produced by Anirudhha Sen
of Illusion Films
The aim of the new Taaza Mango Maaza Mango campaign is to convey to all the loyalists, the
goodness and the quality of mangoes being part of its formulation, making it an extremely delicious
and tasty drink that every mango lover would enjoy and cherish.”

2. Past advertising campaigns with coca cola
The coca cola company was invented by John Pemberton in 1886. During these years Pemberton
advertised at a cost of 77 dollars while his profits amounted to 50 dollars only and this led to a loss and
he was forced sell a portion of his company, due to this he sold a portion of the company to Candler who
later acquired the whole company.
Coca cola brands are sold in over two hundred countries and have over 6 billion consumers all over the
world. The company today is worth approximately 60 billion dollars as per the stock market. This growth
in worth and in terms of market share has been attributed to advertisement strategies that the company
has adopted over time. Advertising in these early years of the company was done on billboards and
newspapers, the newspapers had a coupon which consumers would claim a free drink at any distributor,
this was one of the methods that led to the success of the company in those years
Candler sold the company to Ernest Woodruff who later gave the company to his son Robert Woodruff,
Robert had very influential marketing strategies, and he focused on contributing in colleges, universities
and organisations, despite never leaving any name for the contribution this really increased sales level
of the company, radio advertising of coca cola started in the year 1930 and in 1950 coca cola started
advertising its product on television.
Christmas promotion of the company started in the year 1931. This involved the use of coke Santa to
promote the product in the market. From the above marketing strategy discussed it is clear that coca
cola advertising first started advertising through bill boards and newspapers and as technology advanced
the company further started advertising over the radio and television.
Other changes were made to the product and this include branding, the packaging of the companies
product has evolved through the years example in 1923 the six bottle carton was introduced, in 1960
the coke can, in 1915 the contour bottle and in the 1978 the two litre bottle.
In 1985 however the company tried to change its formula and its royal customers reacted negatively to
this change, the company planned on introducing a new product for the market but this failed and the
company lost its market share to other companies such as Pepsi, realising the mistake the company
switched back to its original formula.
The company has also tried to market itself through the sponsoring of sports activities, over the years
the company has sponsored the Olympics and other sporting activities and this is how they have been
able to achieve popularity all over the world because today the company sells its products in over two
hundred countries, other sporting activities that the company has sponsored include the NBA, NASCAR,
NCAA, FIFA world cup and the English Football League.
B. Coca Cola approach to advertising(strategies)
Advertising has played a major role in marketing products of the coca cola company, the use of radio
advertising has been one of the oldest means of advertising used by the company, the main aim of this
type of advertising is to reach a large portion of the population, the mass media is a means of shaping
the popular culture of the population and if people are changed to think that drinking coca cola drinks is
the way of life then the advertisement is successful.
Television advertising is another means of advertising, this form of advertising is a more expressive form
due to the use of both sound and film, the aim of this form of advertising is convince and persuade the
consumers that coca cola is the number one drink and it is the only refreshing drink. Other adverts by
coca cola involve the mixing of the brand with football, the company realises that there are very many
football fans and for this reason they advertise their product using the game.
The use of testimonials is one of the best methods used in advertising, this is the use of famous people
to advertise the product and for this reason the consumers will transfer the feelings of those people into
the product. An example is where Pepsi uses a popular race driver to advertise its product as a way of
gaining advantage over its rival. Coca cola has also used the coke Santa during Christmas period as a
way of creating a positive opinion over its products.
The use of band wagon is another form of advertising strategy, this strategy is aimed at showing the
consumers that the product is number one and because consumers always want to be on the winning
side they will purchase the product, this has been used by the coca cola company whereby in its
advertisement the company tends to portray that it is the number one drink and that it is the largest
company in the world.

3. Name calling is also another form of strategy used in advertising, it involves the use of negative labels
on competitors in order to place them in unfavourable position, this is evident in the coca cola case
whereby it changed its formula and Pepsi used this opportunity to show that coca cola was only aiming
at making its drinks taste like Pepsi.
The use of Glittering generalities is another form of advertising strategy, this involves the use of
appealing words which look attractive, advertisements are prepared in such a way that they are
appealing to the genera public, example in the coca cola company a 1970 advertising campaign used a
song that had such words as "perfect harmony". This word phrase has no much meaning but it sounds
attractive, for this reason therefore the company over the years has used this strategy to win a larger
market share.
The company therefore tend to show the consumer that their products are the most widely consumed
and that it is the number one product, it also tends to show that their products are the best, other
products tend to be on the losing side and because consumers want to be on the winning side they will
choose the product. The use of popular people such as football players and the sponsoring of such
events tend to place the drink in a better position because people tend to transfer their feelings toward
their heroes into the product.
Concluding the advertisement strategy analysis it is clear that coca cola has achieved its objectives, it
acts as a monopoly in most countries as the provider of soft drinks, the change in the formula in the
early years led to a mass protest that oversaw the company switching back to its old formula, this shows
that the product has royal consumers who prefer the drink over other products. Advertising have played
a major role in the success of the company and technological advancement have led into even more
success to the company.
The company's future advertising
Advertising involves the persuasion and informing consumers on the available products, the company
has not succeeded in the use of card slacking in its advertisement campaign, card slacking is the use of
facts to convince the consumers that the use of the product will result into certain advantages, example
a company would state that it had been proved that the consumption of product A has resulted into the
reduction of the occurrence of disease B. the coca cola may state that their drinks are refreshing and an
individual will gain essential nutrients but they do not provide information on what other facts on
advantages gained from the consumption of their product.
For example a coca cola brand may be said to reduce hangover after a drinking spree and this would
really increase the consumption level of the product, this message should be used to market the product
and the facts being provided about the product should be those aimed at solving problems faced by the
masses.
Market segmentation has not been of much emphasis in the company, the company should subdivide its
market and provide products that meet special needs of its products, this is already evident in the fast
food market whereby purchases can be made online and delivery is made within a few hours, for this
reason therefore the company should try to make products that are to be consumed by specific groups
and also that the price level should differ depending on the market segment.
Advertising should also be accompanied by promotional activities that are offered by the company, in
most cases advertisement only inform the consumers but promotions such as periodical price cuts of the
product are not included in this adverts, example buy one coke and get one free are not evident in the
companies strategy, this would be a means in which to share with the customer the profits made by the
company. This is possible because in most cases the advertising costs are even higher than the
production costs, most of the funds are used up in advertising.
Other forms of advertising should include extensive internet advertising, due to the changes in
technology many companies have decided to advertise online but coca cola tends to lag behind in this
strategy, there should also be the extent to which one can purchase and order products online and
delivery made at home like in the fast food industry, for this reason therefore there is need to change
the mode of advertising and adopt with the current change in the world today.
Having considered the above discussed likely solutions to improve the current advertisement strategy
there is need for the company to involve the card slacking technique in their advertisement, this should
involve providing facts to the consumer regarding the advantages gained from drinking the products,
this benefits should not only be monetary gains through discounts but also gains in terms of health and
also to solve certain problems, when consumers are provided with this information then the ales levels
will definitely rise and this will create a niche market

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