abhishek rasna ppt

8/12/2019 Abhishek Rasna Ppt

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Submited by :- Abhishek Sharma

Roll NO.: Bm013002PGDM 1 st yearIMS Ghaziabad


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PRESENTATION ON

RasnaBACKGROUND

Rasna is a brand owned by Piomaindustries which introduced andnurtured the concept of soft drinkconcentrate (SDC) in India market

It was the first brand in the country

that provided consumers real fruit liketest and flavor.


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Rasna -Achievements

In the beverage category as MostTrusted Brand of India.

In 2004 a new flavour Rasna cola introduced at Rs.0.50 per glass for thefirst time in the world.

In 2004 the market share of Rasnaincreased from 90% in the previousyear to 93%.


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Ad Campaign

They targeted mainly children &housewife.

Flavors-Pineapple, Orange, Mango,Lime etc.

Brands Tagline - I LOVE YOU RASNA

Advertisement made an impact in themind of the people that Rasna was

trustworthy.


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Arrival of Cola

In the early 90s the market opened updue to cola giants Coke & Pepsi enteredthe Indian markets.

Rasna failed to understand thechanging consumer taste & preferences

& did not launch new innovativeproducts that catered to the customerschanging needs.


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Revamping Rasna

A new brand symbol- a lea f .

A new signature line Relish a Gain

Rasna came up with new advertisementstrategies focusing every age group.

They came up with a new brand ambassador-Karishma Kapoor.


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BENEFITS OF NEW AD COMPAIGN

The new brand symbola leaf

elish a gain

The product popularity in children.


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Advertisement strategy

promotion of the product.

Slogan gaining customer loyalty.


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PROMOTIONAL ACTIVITIES

Communication-through attractivebanners, posters, News papers etc.

Activities promotion

OutdoorsT.V channelsCelebrity promotion-

Karishma kpoorAnupam kher


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After being in the powder concentrate

business for years, Rasna has forayed intothe ready-to-drink category. The company said it has carved aseparate beverages division to give a fillipto the category. Rasna is also mulling to introduce a slew

of products, including flavoured waterand energy drinks, to stay ahead ofcompetition.

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


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Rasna Chairman and Managing Director PiruzKhambatta said the company may also look at settingup its own manufacturing facility for the ready-to-drink category. We have contract manufacturing

arrangement for juices. In the next six months, weplan to come up with our own plant at an investmentof around Rs 50-60 crore , Khambatta said.Rasna Ju-C has been launched in four flavours --

mango, apple, orange and mixed. The juices would beavailable in one litre and 250 ml PET bottles priced atRs 75 and Rs 18, respectively.

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


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Pepsicos Tropicana fruit juices.Daburs real fruit juices.

competitors


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Efficient Management of the Production and Marketenvironments will be harnessed further to bring to theGlobal consumers, technologically superior productsin fruits, vegetables, beverages, confectioneries... to

be a world leader in the Processed Food Industry. APresent focus is towards bringing to the GlobalConsumers Ethnic recipes and Food Products fromIndia

Future plans of rasna


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abhishek rasna ppt

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