Submited by:-Manisha Bichukale

PRESENTATION ON……Rasna

BACKGROUNDRasna 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 -AchievementsIn 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 CampaignThey targeted mainly children & housewife.

Flavors-Pineapple, Orange, Mango, Lime etc.

Brand’s 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 RasnaA 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 ambassador-Karishma Kapoor.

Survey findingThe survey conducted by AC-Nielesen

Rasna was placed in 15th position in ‘the most trusted brand in India’

Increase the sales volumes double split technique ‘ Ek Ka Do’

A new retailing strategy-’Rasna foundation’

HYPOTHESISNull Hypothesis: Rasna image not recaptured in the market.

Alternate Hypothesis: Rasna image recaptured and brand is revamped in the market.

RESEARCH PROCESS

They discovered untapped potential of soft drink concentrate by Market Research.

They tapped the market by launching the Rasna and planned ad campaigns to increase the acceptability.

They impact of the ad campaign on the mind of the customers.

They also researched about the market share after the entry of Pepsi and Coke.

After the decline of Rasna, the discovered new problems regarding customer changing needs.

a survey was conducted by AC-Nielsen to measure the consumer confidence in Rasna.

BENEFITS OF NEW AD COMPAIGNThe 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 promotionOutdoors T.V channelsCelebrity promotion- Karishma kpoor Anupam kher

THANKS