Cero Ni mnem Dp abel ce EPGPBM Capstone Project Dinesh G. Mhatre Roll No. 06 Year 2008-2009 oes NET routers SIES Bi RISE WITH EDUCATION GE by NRE BaF E-PGPBM Marketing Management 2008-2009 ABSTRACT: This project is addressing the gap iclentified in Ra praduct portfolio with belief that Rasna wha performed well in Soft Drink Concer Market can perform equally well in “Ready to Drink” Soft Drink Market and the stratagy to diversify and penetrate in the "Ready to Drink” soft drink market and simultaneously develop new matket and new customer base for Health (Soft) Drink. Rasna falls into SDC which is 20% of total Soft Drink Market, in which Rasna is contribution 82-90% market share. 80% of the soft drink market constitutes “Ready to Drink” soft drink, Rasna has wide opportunity to jump into this market which ate ruled by two for Pepsi. Rasna’s step in into “Ready to Drink provide jobs to thousand of Indians. Also the revenue generated from sole will be remain with India and will not go out of the country unlink co company {soft drink) giants namely Coca Cola & soft drink market can CCola & Pepsi. This can help the economy of india at some extent This project roport talks about penetrating in existing “Ready ta Drink” soft drink market and on other hand initiating a new era of Heatth(Soft) Drinks, as market expected to shift from “saft drink" to “Health drink” inPROJECT CERTIFICATE oon). Salil This is to certify that Mr. Dinesh Gajanan Mhatre bearing the roll number 06 of PGPBM — Marketing Management, Semester-IIl Batch 2008-2009 has successfully completed the project work entitled “RASNA, READY TO DRINK” submitted in the partial fulfillment for the requirement of Executive MBA program of SIES College of Management Studies, Nerul, Navi Mumbai. We further certify that the best of our knowledge and belief, the matter presented in the report has not been submitted earlier to this or any other university for the award of degree, diploma or any membership. Dr. Shivakant Upadhyaya Dr. Sengupta (Sr. Lecturer} (Director} SIES College of Management Studies SIES College of Management Studies Nerul, Navi Mumbai Nerul, Navi Mumbai Examiner SESE College of Management Studies Nerul, Navi Mumbai College of Management SIES Rei RISE WITH EDUCATION Page |2CERTIFICATE OF ORIGINALITY ae I hereby declare that the researdh paper titled “Rasna, Ready to Drink" is my own work and to the best of my knowledge. It contains no materials previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any degree or diploma at SIES College of Management Studies or any other education Institute, except where due acknowledgment, is made in the thesis. Any contribution made to the research by others, with whom Ihave worked at SIES College of Management Studies elsewhere, is explicitly acknowledged in the thesis. J also declare that the intellectual content of this thesis is the product of my own work, except to the extent that assistance from others in the praject’s design and conception or in style, presentation and linguistic is acknowledged. Author Name: Dinesh G, Mhatre Signature: Date: 31-January-2010 College of Management SI ES Ray RISE WITH EDUCATION Page la