Download - A Rasana Relaunch
AGENCY MANAGEMENT
Team Members
The Objective
To Re-launch it product in the market.
Rasna was established in the year 1984
Rasna is owned by Pioma industries
During the introduction period the company
launched it under the brand name Jaffe
The first brand in the country that provided
consumers real fruit-like flavour and taste
Rasna offers extremely successful Soft Drink Concentrates,
Instant Drink Powders and Ethnic range of products to the
domestic/global markets.
Rasna has gained 1st rank in the soft drink concentrate
category (Source:Brand quality).
Rasna has also received the 1st FMCG Award in the soft drink
concentrate category
Rasna Fruitfun
Rasna Fruitplus
Rasna Instant Drink
Rasna Shake Up
Rasna Fruit Jam
Iced Tea
Glucose + Vitamin C health drink
Energy Drink
Retail Chain – Devil’s Workshop
Product Portfolio
RASNA MARKETING ENVIRONMENT
Chairman & M.D.: Mr. Piruz Khambatta Establishment Year: 1984 Nature of Business: Manufacturer & Exporters Level to Expand: International Rasna is a brand owned by Poima Industries, which
introduced and nurtured the concept of soft drinks concentrate (SDC) in Indian market.
It was the first brand in the country that provided consumers real fruit like flavor & taste.
Rasna is proud to receive the Superior Taste Award 2008 instituted by The
International Taste & Quality Institute, Belgium.
Rank no.1 in the beverage category as Most Trusted Brand of India by Economic
Times.
Cola Cola ± introduced as a non-aerated cola at Re.0.50 per glass for the first time
in the world.
Rasna claims 97.2% market share in non carbonated soft drink concentrate
powder (afaqs.com).
I LOVE YOU RASNA TO SHAR AT EK GHOONT & MINUT MAIMASTY.´
Advance Marketing Management
Rank no.1 in the beverage category as Most Trusted Brand of India by Economic Times One of the top 15 brands in the country Most preferred brand in SDC category at the FMCG Most Preferred Awards 2003 & 2004 and Consumer India’s Greatest Brand Builder
– Mr. Piruz Khambatta Young Entrepreneur Award – Dr. Dadabhai Naoroji Millennium
Award-Mr. Piruz Khambatta Marketing Man of the Year Award – AMA – Mr. Piruz Khambatta Superior Taste Award 2008 instituted by The International Taste & Quality Institute, Belgium
Offices in India
• Ahmadabad• Delhi • Mumbai• Kolkata• Chennai
Current Trends
Primary data
demographic
Age group : from 05-50 yearsGender – Both men & WomenEconomic Strata – Lower Middle Class, Middle class &
above,Occupation – Children,College Students, Service
employees,
Primary Data
Primary Data
Psychographic Modern, Joyful, Trendy, Outgoing Like to Drink Various JousEnjoy comfortable lifestyles
Secondary data
Secondary Data
BRANDS Sept 2009 (%) Rasna Pvt Ltd 97.2 Coca Cola India 2.0Sugar Free 0.2
C Sip Vitamin C 0.0 Kissan Mr Fruit 0.1
Tang 0.5
Big Launch of RASNAVENUE: Hotel Kohinoor, Dadar ,MumbaiLAUNCH TIMING: 5 pm- 11pm
PROGRAMFASHION SHOW OF CHILDRENSFREE SAMPLE PAK TO EVERY ONELOUNCH NEW LOGO ADERTISING,
STATIONERY, AND ALL OTHER
Features of the party:• Lights: There are various colours of lights used in the party
hall. The lights used during the fashion show would be “YELLO AND RED” and at the background there will be red and orange lights.
• Entertainment:For entertainment there is a fashion show and DJ so
that the Guest would not get bored and will enjoy the party.
• Dinning:There will be a buffet system with vegetarian and non
vegetarian kinds of foods like Indian, will be available. There would be juices, soft drink and at last desserts of 2 to 3 types.
• Photographer/ Videographer: There will be personal photographer and videographer
of the company to put up the photos and the videos of the launch on the website.
Marketing plan
Devise new strategy to take on competition from multinational brands.
Amid rising competition from a host of multinational players in the packaged beverage space, Rasna is working on a strategy to maintain its market leadership.
Part of Rasna’s strategy involves addressing consumer needs before competition can identify the same.
Marketing plan
We have a whole range of products that span the price spectrum — from Rs 1 satchets to packs that cost over Rs 70.
Our strategy is clear: To innovate and take leadership on the product platform,” says Ahmedabad-based Rasna Pvt Ltd’s Chairman & Managing Director Piruz Khambatta.
“I am happy to have competition because that will grow the market. The challenge for me is not a new entrant. We have seen many of them over the last two-and-a-half decades we’ve been around. My concern is how do I get more people to consume powdered beverages.”
HEALTHYHOME MADE
FOR KIDS
Marketing Objectives
• ‘I love you Rasna’• Positioning of Rasna
A. TasteB. ChildrenC. EconomicD. Hospitality drink
• Cumbersome Process
Media objective
Respond to Competition
Tailor to the Creative
Segment the Target Market
Balance Reach and Frequency
Target Strong Localities
Establish Scheduling Pattern
Support Promotions
Prioritize Budgetary Demands
ADVERTING & COMMUNICATION
OBJECTIVES
AdvertisingCreate awareness for new productsInform consumers
a) of product features and benefits b) price changesc) Important for building primary demand
Persuasion
d) Build brand preference or change buyer perceptionse) especially important for building demand in competitive markets.
Reminder advertising: maintain top-of-mind awareness
Advertising & communication objective
Advertising & communication objective
Communication objective:
Create a brand awareness for your companyDefining a need the product or service can
fulfillEncouraging action from the target
IMC TOOLS
The concept tht makes all the marketing tools to work together as a unified force rather than work in isolation
IMC not only creats awareness but evokes the purchase action.
However it limits client’s ability to take advantage of specialists in various IMC areas
IMC TOOL
IMC
Advertising:
Use of various media vehicles such as television newspaper , radio, magazines
Personal selling:Face to face communication with the buyer
Sales promotion:Targeting children and housewives. Sponsoring event in
schools, colleges, event like marathon race
Competition of rasna
Brand Name Market Share (%)Sugar Free 1.2C Sip Vitamin C 0.2Kissan Mr Fruit 0.1Tang 2.5Others 3.0Rasna 93.0
Competition of Rasna
Competitor’s Marketing AnalysisSunfill
Sunfill was introduced in 2001 by Coca-ColaCame in three variants : Regular, Anand and TarangThe concentrate had added sugar. While in other
concentrates, sugar needed to be addedThe taste was also good compared to other brands Also innovated in packaging by coming out with single
serve packs and multi serve pillow packs.
Competitor’s Marketing Analysis
It had alliances with other FMCG firms in reaching the market
The brand had its own channel + third party alliance (Hybrid network)
Some of the packs had very bad quality concentrate Rasna countered Sunfill with its own range of powder
concentrate with added sugarSunfill was a half hearted effort from the company
Competitor’s Marketing Analysis
TangTang (manufactured by Kraft) was the leader in the
global SDC market In 2001, Tang ventured into IndiaTang has four flavours — Orange, Mango, Pineapple and
Lemon — in both sachets and pouches.A Tang sachet, for instance, costs Rs 4, while a 200-gram
and 500-gram pouch costs Rs 35 and Rs 80 respectively Tang is positioned as a mass-market product in India
VAIBHAV – NITIN - SWOT
SWOTANALYSIS
Strengths
Trusted Brand and Strong distribution networkLargest capacity in Asia to make powder concentrate and
backward integrationHighest flavors offered in the marketVariety of SKU’s offered-1 Rs to 85 Rs pack Innovation in product offering and promotions
Weaknesses
Seasonal demand
Low brand recall
Duplicate products
Lower visibility than Aerated and other Soft Drinks
OpportunitiesHuge and emerging market
Many international products still not launched in India
Can enter into fruit juice market
Instant energy section to remove seasonality
ThreatsEntry of major brands with established brand name
Dominance of other major players in other sections
Competitors’ Brands being portrayed and perceived as ‘Health Drinks’ e.g. Tropicana
CURRENT MARKETING STRATEGY
Name Pack size Flavour Price (Rs.)
Rasna Frootfun 32 glass or (180*32=)5.76lit
Orange, Mango,Lemon, Pineapple 35
Rasna Frootfun 12 glass or (180*12=)2.16lit
Orange, Mango,Lemon 10
Rasna Freshfun 32 glass or (180*32=)5.76lit
Shahi Gulab, Kesar Elaichi, Kool Khus, Cola Cola 35
Rasna Freshfun 12 glass or (180*12=)2.16lit
Cola Cola, Shahi Gulab 10
Rasna 1ka2 2 glass or (180*2=)360ml Orange, Mango, Lemon
1
Rasna Frootplus jar 500gm Orange, Mango, Lemon 85
Rasna Froorplus pouch 750gm Orange,Mango, Lemon 105
Rasna Froorplus pouch 500gm Orange, Mango, Lemon 75
Product & Pricing
Strategically priced for all socio economic class
Rs 1 or 2 Sachets
Rasna Frootplus available from Rs 2 to Rs 105
Box Pack at Rs 10-12
Family Box Pack at Rs 35
Air Tight Jar at price of Rs 75
Pricing
Advertising agency Sponsoring event in schools, colleges, event like
marathon raceAdvertising on tv, radioHoarding
Promotion
Promotion
BRAND
BRAND RASNA
NEW PRODUCT
LINE
COMMUNI-CATION
MARKET PENETRATIO
N
Marketing Strategy
URBAN
RURAL
Urban Market - Communicaton
Change in communicati
on
•Products not restricted to kids•It is also for women
Brand Re-launch
Campaign
•Lost in Urban Markets•Meri Yaadein Rasna ke saath•Bharat ke saath bada hua Rasna
Change in customers – cooks and mothersIncrease Frequency
Sell recipes to top cooking shows – Khana KhazanaBrand Endorsement – Sanjeev KapoorSponsor a cookery show on TV
Sell recipe booksSample with RasnaBook stores
Urban Market – Product Penetration
“Rasna ke Saath”
Activation plan
Spread awareness about
Rasna through kiosks
Implement during Holi and
other relevant occassions
Rural Market – Communication
Distribute samples at Melas
Schools
Availability in small restaurants
Visibility in popular meeting spots like Post Offices and
Weekly Bazaars
Rural Market – Product Penetration
NEW STP Segmentation:
Rural, semi-urban and lower middle class urban areas. SEC C,D,E,F
Targeting:Kids below the age of 13Women like housewives and working women
Positioning:The fun Indian drink. Position against Pepsi and Coke
Place
Sell in shops outside schools & playgrounds
Easy availability in school canteens
In rural areas, it should be available in roadside stalls
In semi urban and urban, presence at Big Bazaar
outlets
Product
Packaging done in bright colours that are appealing
to children
SDC’s in 3gm, 12 gm, 100gm, 250 gm and 500 gm
packets
Sell Rasna juice in 250 ml packets in semi urban and
urban areas
PriceSachets in SKU’s of Re 1 and Rs 4
Rural market-very price sensitive, thus no price increase
unless absolutely necessary
SDC packets of Rs 10, 20 and 35 (available in semi urban
and urban areas)
Rasna juice 250 ml packets priced at Rs 4/5 (semi urban
and urban areas)
PromotionFor rural areas advertising mostly in hoardings, bus
wraps etc and also TVC.
Rasna kiosks set up inside malls
Sponsor inter school events, Sports Day etc
Tie up with Tinkle, Champak and other children’s
magazines for print ads
MARKETING BUDGET
Marketing Budget1) Current Turnover – 375 crore
Expected growth – 40%
2) Commercials production – Rs 1 Crore3) TV Commercials = Rs. 18 crore4) (Rs. 1.5 lacs/commercial, 2 to 3 different commercials and
each repeated 400 times)5) TV Commercial on DD- Rs. 2.5 crore6) (Rs. 50,000/- per commercial, telecasted 500 times)
Marketing Budget
Activation Campaigns (including samples)- Rs. 7.5 crore
(50 activation centres – Rural Areas, Door to Door in semi urban and colonies in urban areas)
Sales promotion – 10 croreDistribution – 10 croreR & D Budget – 15 croreTotal Budget – 65 crore (15% of expected growth)
Innovation
Trial pack to people(newspaper)Animated ads on tv Sample packs to children during the occasion like
children’s dayRasna has come up with a novel stick pack of its Fruit
plus product. Available in a mono- carton comprising orange, lemon, mango, pineapple and mixed fruit.
INTRODUCE THE READY TO DRINK RASNA PACKMake An Limited Edition Sport Star Packet, Which
Signed Various Sports Players sign
THANK YOU !