In the ‘Brand Equity Most Trusted Brand Survey 2012’, the mango juice brand ‘Maaza’ has achieved the never-before 8th position, in contrast to its last year rank of 32. The brand which is the only beverage brand in the top 10 has beaten popular cola brands like Thums Up, Pepsi, and Coca-Cola.
Brand Equity, ‘Most Trusted Brand Survey 2012’ was conducted by AC Nielsen Company, and through this survey, customer trust on different brands was mainly measured. Other factors like brand sales, retail, media visibility, market and trade feedback were also considered for ranking. The survey comprising a sample size of 8160 was conducted over 12 cities in India.
This year marks Maaza’s highest ever ranking in Brand Equity Most Trusted Brand Survey leaving behind various beverage brands. Indian’s passion for the seasonal fruit mango may be one of the reasons that contribute to the market growth of the brand. Increasing health consciousness among people also adds to the growing popularity.
According to the survey findings, Thumps Up ranks 21 (16 last year), Pepsi at 23 (21 last year) and Coca-Cola at 31 (11 last year) which is really disappointing for soft drink manufactures. The main competitors of Maaza in the fruit drink brand market are Frooti and Slice. The rank of these brands are also far behind Maaza, Frooti is at 29th position and Slice at 50th position.
The strong heritage and persuading communication campaigns helped Maaza to establish a strong emotional connect with the consumers. Campaigns like “Taaza mango Maaza mango’ and their ad tagline ‘har mausam aam’ (mango for all seasons) helped the brand positioning of Maaza to a great extent.
Though soft drink Coca Cola could not repeat the performance of previous year, the fruit juice brand of the same manufacturer has done a remarkable advancement in both brand equity and market share. In terms of market share, estimates reveal that Maaza has a market share of 37%, followed by Slice at 22% and Frooti at 13%.
It is Maaza all the way as of now!