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1.
INTRODUCTION
Rasna is a soft drink concentrate brand owned by Pioma Industries which in based in
Ahmadabad, India.
Pioma launched SDC under the brand name Jaffe in 1976 & marketed it with the help of
Voltas.
Rasna claims 92.7% market share in non carbonated soft drinks concentrate powder.
2.
Pioma was the first company to introduce the concept of SDC (soft drink concentrate) in India.
Closing of operations in India due to policy changes with regard to MNCs operation in India.
3.
Do-It-Yourself concept.
4.
Over the years new flavors were launched such as Kala Khatta, Khus, Rose.
Pilferage-Proof pack with moisture resistant lining thus retaining freshness and flavor.
5.
TIMELINE OF RASNA
1991- : Decline in sale due to the enter of competitors i.e. Coca-cola, Pepsi etc.
1993-: Launched 2 product categories globally Rasna bevarage & Rasna ethnic basket.
1996-: Launched Rasna international & Rasna royal as pre sweetened mix drink.
1999-: Launched 2 new flavor Rasna Yarker & Rasna Aqua Fun
2013-: Rasna enter ready to drink beverage segment with the brand name RASNA JU-C.
6.
PEST Analysis
POLITICAL
Government rules and regulation regarding the soft drinks and aerated drinks
ECONOMICAL
The rise in prices had been in line with the inflation through the years.
TECHNICAL
Highly introvert towards the advertisement ,marked by many popular agencies Mudra Voltas
etc.
Varieties of flavor.
The packs were pilferage-proof with moisture-resistant lining, thus, retaining both flavor and
freshness.
7.
SWOT ANALYSIS
STRENGTHS
One of the most visible advertising Featured many celebrities from the field of entertainment
and sports, like Hrithik Roshan, Karishma Kapoor, Paresh Rawal, Anupam Kher, Kapil Dev.
Rasna can also bring its international products into Indian market.
THREAT
Fruit juice section ,which is much suitable for Rasna, but that section is also established by
other brands.
SEGMENTATION
GEOGRAPHIC :- To be done in Tier 1 and Tier 2 cities
BEHAVIOURAL
9.
POSITIONING STRATEGY
Width :- Rasna Utsav ,Rasna Rozana Amrit, Rasna Rozana Ras, Rasna Fruit Booster. (i.e.,
Total 4)
Length :- Rasna Utsav (10 flavors), Rasna Rozana Amrit (3 flavors), Rasna Rozana Ras (3
flavors), Rasna Fruit Booster (3 flavors). (i.e., Total 19)
Depth :- Rasna Utsav (10 flavors) Rasna Rozana Amrit (3 flavors) Rasna Rozana Ras (3
flavors) Rasna Fruit Booster (3 flavors)
11. 4 Ps of Rasna
PRODUCT
Product Rasna began with 9 flavors in 1982.
The company follows different pack size on carton basis. The pack sizes may vary with the local
market demand. Recent product line of Rasna are: 1. Rasna frootfun in various flavors 2. Rasna fresh
fun in various flavors. It added 10th flavor in 1987. The company was revamped in the year 2002. With
a new tagline relish again, today Rasna has tried a deep penetration in the rural and semi urban
market.
PLACE
All metro locations, non metro hubs, towns and remote villages were targeted in a mass targeting
campaign.
PRICE
The pricing strategy has always been the key of Rasnas success. It targeted the mass rather than the
class. Rasna has always made its product such an way that it can be accessible to all socio-economic
classes. Its volume sale comes from:
The company is constantly focusing on the rural market of India. So pricing accurately is very
important for the growth.
PROMOTION OF RASNA
Rasna has started its media campaign heavily since its inception. The famous mass media campaign
of I love you Rasna, was one of the Indias longest running TV ad. The promotion of Rasna is always
highlighted a strong brand association with their customer. Rasna always want to create a good brand
value by emotionally attaching there customer with their brand. Focus of the company always is quality
of Rasna. Once , Rasna was the only soft drink company in India. So they have been trying for a good
brand recall by their various ad campaigns : Communication :- Through attractive banners, posters , news papers etc
Activities promotion in outdoor
TV channels
Celebrity promotion
In various ad campaign of Rasna, various child artists have been used heavily. This kind of campaign
shows a high focus on quality. The quality of Rasna has been really the success factor and in their
various advertisement they are heavily focusing on that part. In India where summer is very hot and
long, focus of a soft drink company should be to understand that and to associate themselves with the
misery of their customer. Rasna has done a great deal to understand the pain of a long and hot
summer and to deliver a product which would make that summer a little less painful. This kind of
unique marketing idea and innovative ad campaign helped Rasna to become a monopoly in the
concentrated soft drink market.
12. ADVERTISEMENT STRATEGY
Advertisements were targeted at the urban and semi-urban families.
The company focused on multimedia advertising and promotions through TV, Radio and print.
Advertising activities were undertaken by Mudra communications (a leading advertisement agency).
Emphasis was laid on outdoor visibility and over 45,000 bus shelters, 300 bus panels and over 200 bill
boards were used to display the brand message.
Catchy Brand taglines like WHENEVER YOU FEEL LIKE CELEBRATING, DRINK RASNA and
RELISH AGAIN .
The advertising strategy was changed to include every age group and every section of the society.
It categorized its product line into two brands, Rasna Utsav , Rasna Rozana and sub brand Rozana
fruit boosters.
For distinct visibility of its products Rasna chose the leaf as its brand symbol.
New brands were enriched with vitamins and ingredients to render instant energy.
Priced Rozana Amrit sachets at Rs.2 competing Sun fill and Tang.