They discovered untapped potential of soft drink concentrate by Market Research and then planned to launch ad campaigns to increase the acceptability They researched 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. They discovered new problems regarding customer changing needs ,After the decline of Rasna A survey was conducted by AC-Nielsen to measure the consumer confidence in Rasna.
BENEFITS OF A NEW AD CAMPAIGN The new brand symbol-‘a leaf’, symbolized freshness and naturalness which improved product acceptability among customers.• It targeted all segments based on age with the new tagline and the logo. This changed the previous perceptions about the product of being children oriented• It established Rasna as a trustworthy product because of bein endorsed by kids in the ads.
• It influenced the buying behavior of the parents as the ad campaign improved the product acceptability.• They came up with new celebrity brand ambassador(Karishma Kapoor) helped the brand connect to masses better.• Customer involvement (slogan contests) also helps in gaining customer loyalty for a long term.• Displaying a complete range of Rasna and highlighting it for all seasons makes it more value-added.
Generally, promotion is communicating with thepublic in an attempt to influence them towardbuying your products and/or services.How does promotion differ from advertising?Promotion is the broader, all inclusive term.Advertising is just one specific action you could taketo promote your product or service. Promotion, as ageneral term, includes all the ways available to makea product and/or service known to and purchased bycustomers and clients.
• The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that its having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion.