Powerpoint presentation on "Revamping Rasna: The Soft Drink"

1. National Institute of Technology, Raipur
I.E. Presentation
on
Revamping Rasna
Submitted By:
Bharat Giddwani
Roll No.: 16116901
Semester: 6th
Electronics and Telecommunication
Submitted To:
Dr. Sandip Sarkar
Assistant Professor
Humanities & Social Sciences

3. Rasna is a soft drink concentrate (SDC) brand owned
by Pioma Industries which is based in Ahmedabad, India.
Pioma launched SDC under the brand name Jaffe in 1976 &
marketed it with the help of voltas.
The brand name was changed to Rasna in 1979.
First to introduce Dual Format.
Rasna claims 92.7% market share in non carbonated soft
drinks concentrate powder.

4.  Available in various flavours like Pineapple, Orange, Mango, etc.
 Do-It-Yourself concept.
 Real fruit like flavour and taste.
 Most affordable Drink available in the market.( 50paisa per glass)
 Dedicated R&D team launching new flavours: Kala Khatta, Khus, Rose.
 It sponsored many programmes(spiderman) that appealed to children.
 It had some extremely popular advertisement taglines i.e, “I LOVE YOU RASNA”
and “LIFE MAIN RASNA MILAOFY”.

5.  Although Rasna had a market share over 82% of the total
SDC market in 2001 it gradually declined due to the
following reason.
• Change in the dynamics of the market due to liberalization in early
1990’s.(coca cola and Pepsi).
• Advent of fruit juices in tetra packs and Aerated drinks in plastic bottles.
• Shift in consumers preferences towards ready-to-drink products.

6.  Launched Rasna international , a pre-sweetened mix-and-drink and Rasna
Royal a vitamin enriched version of Rasna SDC in 1996.
 Launched new flavours Rasna Yorker and Rasna Aqua fun.
 These products were launched in order to exploit the Cricket World cup
fever.
 Kapil dev was brought in to endorse Rasna yorker.

7. Rasna Royal
> Priced RS.4 higher than the SDC version.
> Inconvenience of preparing.
Rasna Aqua Fun
> Blue color.
Rasna Oranjolt
> Launched only in selected outlets.

8.  STRENGTHS
 Always ready to fight with competition ATTITUDE.
 Strong brand name.
 Most visible advertising Featured many celebrities from the field of entertainment
and sports Karishma Kapoor, AnupamKher, KapilDev, Akshay Kumar.
 Suits all classes of the society.
 Efficient sales and distribution network.

9.  WEAKNESS
 Takes extra effort to mix the components to prepare.
 Has a synthetic image.
 Failed to understand shifting preference towards ready-to-drink
preparations.
 Major products of Rasna are seasonal.
 Too many products ,may lose the track.

10.  OPPORTUNITIES
 Opportunity to enter into ready drink section.
 Entering into glucose section is definitely a good initiative.
 Entering into global markets.
 Also concentrating on rural markets.
 Mass market as a target.

11.  THREATS
 Entrance of soft-drink brands like Coke and Pepsi etc.
 Other competitor brands like HUL, PARLE etc.
 Colas getting belligerent and their prices coming down.
 New regulations & policies.

12.  PRICE: Accessing all socio economic class.
 PROMOTION: Adding an emotional touch.
 PLACE: Distribution Channel
 ENTRANCE: Entering into other sections: such
as glucose, Rural markets etc.