RASNA PRIVATE LEMITED(SDC)

SUBMITTED BY:-SURENDRA KUMAR

DM13151095AIMT G.NOIDA

RASNA INTODUCTION

• Rasna is a soft drink concentrate brand owned by Pioma Industries which introduce 1976 in Indian market, It is based on Ahmedabad, India.• It was the first brand in the country

that provide consumers real fruit like flavor and taste.

PRODUCT

Rasna Nimbu PaniRasna OrangeRasna Mango

Rasna Cola-ColaRasna lemon

Rasna pineappleEtc.

OFFICE IN INDIA

• Ahmedabad• Delhi• Mumbai• Chennai• Kolkata

ACHIEVEMENTS OF RASNA

• Rasna is proud to receive the superior Taste Award 2008 Instituted by The International Taste & Quality Institute, Belgium.

• Rasna is no. 1 Brand in the beverage category. • Most trusted Brand of India by Economic

Times.• Cola- Cola introduced at Rs. 0.50/ glass for the

first time in the world.

COMPETITORS

• Sunfill (Coca-Cola)• Tang(Kraft Food)• Sugar Free D’lite (Zydus Cadila)• Kissan Mr. fruit (HUL)

DISTRIBUTION OF RASNA (Cont.)• Delhi• Lucknow• Bangalore• Ahmedabad• Guwahati • Ranchi• Patna• Bhubaneswar• Kolkata• Jammu• Prawanoo

•Chandigarh•Jaipur•Nagpur•Indore•Raipur•Jabalpur•Mumbai•Bhiwadi•Pune•Goa•Chennai•Etc.

PROMOTION OF RASNA

•TV Channels•Outdoor•Communication through attractive banner, Poster, News Paper etc.•Activities promotion(emotional touch)Celebrity promotion•Karishma Kapoor•Kapil Dev•Vivian Rechard•Presh Rawal•Hrithik Roshan•Johnny Lever

BRAND SUCCESS

• Available in various flavors like Pineapple, Orange Mango, Cola-Cola, etc.

• Real fruit like flavor and taste.• Do it yourself • Most affordable Drink available in the

market

SALES AND DISTRIBUTION

• The company had more then 24 warehouses,24 distributers, and 200stockists that served

over above 3lacks retail outlets.• Easy accessibility• Efficient sales and distribution network

covering the entire country

DISTRIBUTION STRATEGY

Planned to reach an estimated 7 lacks retailers annually.

Strength its distribution channels in order to cover villages with a population of up to 5000.

ADVERTISING STRATEGY• Advertisements were targeted at the Urban and Semi-

urban families.• The company focus on multimedia advertising and

promotion which include TV, Radio, and Print.• Outdoor visibility and over 45000 bus shelters, 5000

pole kiosks, 300 bus panels and 200bill boards were used to display the brand message.

• Tag line:- I LOVE RASNA• The advertising strategy was changed to include every

age group and every section of society.

RASNA LEADER

• In 2002 RASNA was the most widely distributed product

• Emerged as a mass Brand across socioeconomic barriers

• Ranked 7th in F&B category in India• Helped in retaning leadership having 82%

market share•

THANK YOU