Submited by:Abhishek Sharma Roll NO.

: Bm013002 PGDM 1st year IMS Ghaziabad

Rasna PRESENTATION ON BACKGROUND

Rasna is a brand owned by Pioma industries which introduced and nurtured the concept of soft drink concentrate (SDC) in India market It was the first brand in the country that provided consumers real fruit like test and flavor.

Rasna -Achievements
In the beverage category as Most Trusted Brand of India. In 2004 a new flavour Rasna cola introduced at Rs.0.50 per glass for the first time in the world. In 2004 the market share of Rasna increased from 90% in the previous year to 93%.

Ad Campaign
They targeted mainly children & housewife. Flavors-Pineapple, Orange, Mango, Lime etc. Brands Tagline- I LOVE YOU RASNA Advertisement made an impact in the mind of the people that Rasna was trustworthy.

Arrival of Cola
In the early 90s the market opened up due to cola giants Coke & Pepsi entered the Indian markets.

Rasna failed to understand the changing consumer taste & preferences & did not launch new innovative products that catered to the customers changing needs.

Revamping Rasna
A new brand symbol- a leaf. A new signature line Relish a Gain

Rasna came up with new advertisement strategies focusing every age group. They came up with a new brand ambassadorKarishma Kapoor.

BENEFITS OF NEW AD COMPAIGN

The new brand symbol-a leaf Relish a gain The product popularity in children.

Advertisement strategy

promotion of the product. Slogan gaining customer loyalty.

PROMOTIONAL ACTIVITIES
Communication-through attractive banners, posters, News papers etc. Activities promotion Outdoors T.V channels Celebrity promotionKarishma kpoor Anupam kher

Rasna enters ready-to-drink category with Ju-C

After being in the powder concentrate business for years, Rasna has forayed into the ready-to-drink category. The company said it has carved a separate beverages division to give a fillip to the category. Rasna is also mulling to introduce a slew of products, including flavoured water and energy drinks, to stay ahead of competition.

Rasna enters ready-to-drink category with Ju-C

Rasna Chairman and Managing Director Piruz Khambatta said the company may also look at setting up its own manufacturing facility for the ready-todrink category. We have contract manufacturing arrangement for juices. In the next six months, we plan to come up with our own plant at an investment of around Rs 50-60 crore, Khambatta said. Rasna Ju-C has been launched in four flavours -mango, apple, orange and mixed. The juices would be available in one litre and 250 ml PET bottles priced at Rs 75 and Rs 18, respectively.

competitors
Pepsicos Tropicana fruit juices. Daburs real fruit juices.

Future plans of rasna

Efficient Management of the Production and Market environments will be harnessed further to bring to the Global consumers, technologically superior products in fruits, vegetables, beverages, confectioneries... to be a world leader in the Processed Food Industry. A Present focus is towards bringing to the Global Consumers Ethnic recipes and Food Products from India