PRESENTATION PBM SOUMAJIT AND TEAM 2

Participants:
Rewa Smriti
Lipika Bhatt
Bhaskar Tripathi
Prakash Parihar
Soumajit Nag

 Rasna is a soft drink concentrate brand
owned by Pioma Industries which is based in
Ahmedabad, India.
 It was launched in mid-seventies but started
gaining popularity in the eighties when the
market was dominated by carbonated soft
drinks like Thums up, Gold Spot and Limca.
 As of 2009, Rasna had a 93% market share in
the soft drink concentrate market in India
and as of 2011, the company had a turnover
of ₹3.5 billion (US$52 million)
12/12/2016 2PGDM, GLBIMR

 Rasna started facing tough competition since
2003 after Kraft Foods entered the Market.
 Talk of BVO (Brominated Vegetable Oil) being
used for Rasna was another setback to
capture the market of soft drinks.

 With the challenges rising in the market, and
change in perception of the buying process of
the customers, Rasna felt a need to change
the customers’ perception of the product.
 It also felt a need to extend the market
niche for this soft drink.
 One strategy was to re-brand the product.

 Change the tag-line
 Research the Target Clients
 Use Positioning and Messaging to Capture the
Brand Strategy
 Pricing Strategy
 Build Brand Identity
 Build Website and Online Presence
 Marketing Collateral
 Brand Building Plan

“Rasna Dekh Raha Na Jaye”

 Extend the clients to adults in place of just
limiting it to children.
 Pricing will be reasonable so that rural area
people can afford it.
 Make it not only a soft drink but also an
energy booster that includes Energy
boosters, protein, vitamin A,D,E.
 Target segment is rural and urban area.

 Make Rasna a low-cost provider for soft
drinks
 Make it not only a summer drink, but a drink
of all seasons
 Introduce an organic version of Rasna
 Spread the message through all media
channels including social media

 Pricing must be done based on a fair margin
of the Rasna’s new Rebranded product for
both urban as well as rural market appraisal.
 Launch products at interesting price points
like Re.1, Rs.5, Rs.10,Rs.15, Rs.20 to Rs 85.
The brand needs to come out with smaller
packs, Sachets and a packaging innovation
like Rasna Sticks at Rs 5.
 These price points will act as a strong entry
barrier for the competing brands.

 Change the logo for Rasna
 Introduce the packing in different colors

 Introduce different flavours

 A website and the online presence are the
heart of any product.
 Make an impactful online presence built on
the framework of messaging structure.
https://www.rasnainternational.com/
 Make a full presence of the positioning.

 Develop all of the marketing materials that
need to be communicated for the brand and
services messages.
 Use pitch decks, proposal templates,
brochures, one-sheet fliers and trade show
booths.

 Develop the plan to promote and strengthen
the new brand.
 Making the Rebranded brand reach the wide
market by making the promotional activities.

 Print Advertising.
 Guerilla Advertising of Rasna Rebranded
products.
 Broadcast Advertising.
 Outdoor Advertising.
 Public Service Advertising.
 Product Planning Advertising.
 Cell Phone and Mobile Advertising.
 Online Advertising.

PRESENTATION PBM SOUMAJIT AND TEAM 2

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PRESENTATION PBM SOUMAJIT AND TEAM 2