Rasna launched its first ready-to-drink beverage called Ju-C in May 2013. Ju-C is positioned as a nutritionally healthy beverage targeted at children ages 8-14, containing 100% of the recommended daily value of Vitamin C. It comes in four fruit flavors: mango, orange, apple, and mixed fruit. Ju-C is designed to not only be consumed as a breakfast drink but also as a snack due to its nutritional value.

1. “Ju-c”– “Keeps you active all day long

2. Rasna Ju-C
 In May 2013, Rasna launched its first ready to drink beverage
named Ju-C.
 Ju-C which is positioned as a nutritionally healthy beverage having
100 per cent RDA of Vitamin C is targeted towards 8-14 years old
children.
 The drink has been launched in four flavors- mango, orange,
apple and mixed fruit.
 Ju-C is designed to be consumed not just as breakfast flavor
product but as a snack as well due to its nutritional value.

3. Product Concept
Packaging
Pricing
Branding
• The product envisaged is a non-carbonated fruit nectar (i.e. 25% to 99% of fresh fruit or fruit
concentrate) targeted at adults with a concept of health, given the added vitamins and minerals.
• Brand “Jucy” with the tag line – “Keeps you active all day long
• Fortified with 21 Vitamins and Minerals”.
• The 21 vitamins and minerals include Vitamin A, Vitamin B1 (Thiamin), Vitamin B2 (Riboflavin), Vitamin
B3 (Niacin), Vitamin B5 (Pantothenic Acid), Vitamin B6 (Pyridoxine), Vitamin B7 (Biotin), Vitamin B9
(Folic Acid), Vitamin B12, Vitamin C, Vitamin D, Vitamin E, Calcium, Phosphorus, Iron, Potassium,
Sodium, Selenium, Copper, Iodine, and Zinc.
• The packaging shall be in a 1 litre ,500ml, 300ml,& 250mlre-usable bottle with an attractive shrink
sleeve wrap.
• It is anticipated that this pricing shall be well accepted in the market as competitors have priced their
tetrapak at the same level.
Key
Differentiators
• The key differentiators for the product are:
– Packaging – The re-usable premium looking bottle shall be the key differentiator on the store
shelf.
– Taste – Based on Rasna’s R&D capability, the new products shall have a superior taste, which
shall be corroborated by taste trials and focus group studies.
Rasna “Juc” - A fruit drink

4. • Rasna Ju-C is positioned as a healthy snack drink.
• Its advertising strategy targets kids
between 8-14 years of age.
• The drink was launched by Bollywood actress Karishma
Kapoor and the new Rasna girl Avan Khambatta, the
daughter of Rasna’s Chairman.
www.thehindubusinessline.com, 2013
Promotion

5. • Rasna Ju-C is available in attractive pet bottles.
• The name of the drink is made up word with phonetics containing the words Juice
and C, pronounced same as “Juicy”.
• The name also signifies the 100% RDA of Vitamin Cs by the letter C at the end.
• The logo of Ju-C comprises a big C further stressing upon its Vitamin C content.
www.thehindubusinessline.com, 2013 & www.thedelhisamachar.com, 2013
Packaging

6. • First Healthy juice beverages in
pet bottle for active kids
•Available in 4 flavour- Orange,
Mango, Apple and Mixed. Soon 3
more flavours will be introduced
•250 ml 300ml & 500ml for on the
go individual consumption and 1ltr
for in-home consumption
JuC Unique Trendy Pet Bottle

7. • Ju-C is being positioned as a nutritional snack drink.
• Its trying to capture the imagination of kids as well as the consciousness of their
moms.
• Its introductory phrase is ‘Tastier, Healthier and Fun’.
Positioning

8. Competitive Landscape

9. Pet bottle 100% RDA Essential vitamins
& minerals
Taste
• Better
positioning in
the market
• On the go
drink
• Convenience
• International
format
• 200 ml serving
of JU-C gives
daily
requirement of
vitamin C in a
child and adult
• Vitamin c is
good for
building
immunity in
body
• Apart from
Vitamin C, JU-C
also has 11
other vitamins
and minerals
that are
essential for
our body
• JU-C apart
from being
different in its
category also
has an
enjoyable
taste.
Ju-C USP

10. •Each 200 ml serving of Ju-C gives you 100%
Recommended Daily Allowance (RDA) of vitamin C.
Vitamin C is an essential part of everyday diet; it
strengthens our immunity system which protects us from
infections.
100% RDA of
Vitamin C
•Apart from Vitamin C, Ju-C, is packed with the power of 11
other essential vitamins and minerals which play a vital
role in the development of human body
Vitamins &
Minerals
•Rasna Ju-C is filled with the choicest of fruits which lend it
a tempting flavor and quality. It is a unique drink in its
category which provides health benefits with natural fruit
flavor.
Best of Fruits
•Ju-C understands the Indian palette very well; the same
understanding is adapted practically in coming up with
irresistible flavours which everyone enjoys. Ju-C is
currently available in 4 flavours.
Best of Taste
Key USP’s

11. Product Attributes
CONVENIENCE:- Ready to drink
FRESH & FRUITY:- Gives the Real Taste as that of Farm Fresh Juice
EXCELLENT SHELF VALUE:- Attractive Packing as compared to any International Brand
EXCELLENT VALUE FOR MONEY:- Quality product with a natural taste, high nutritional value
and attractive packing at competitive consumer price Offers higher returns to trade than
competitive brands.

12. 250 ml PET Jar

13. 300 ml Spout Cap

14. 300 Ml Coconut Water,
Nimbupanni & Masala Shikangi

15. 500 ml PET Jar

16. 1000 ml PET Jar1000 ml Pet Jar

17. SKU Flavour M.R.P. Box Cost of Box
200 ml Only Mango Rs.15 Rs. 360 Rs. 313 (24)
250 ml Mango Rs.18 Rs. 432 Rs. 375.6 (24)
250 ml Others Rs.20 Rs. 480 Rs. 417 (24)
300 ml All Rs.25 Rs. 600 Rs. 521 (24)
500 ml Mango Rs.34 Rs. 816 Rs. 709 (24)
500 ml Others Rs. 38 Rs. 912 Rs. 793 (24)
1 Ltr Mango Rs. 65 Rs. 780 Rs . 678 (12)
1 Ltr Others Rs. 75 Rs. 900 Rs. 782 (12)
300 ml Nimbu Pani Rs. 20 Rs. 480 Rs. 417 (24)
300 ml Masala Shikanji Rs. 20 Rs. 480 Rs. 417 (24)
Sku Detailed Pricing
Variants : Mango, Apple, Pineapple,
Guava, Mixed Fruit, Orange

18. Dabur Real Dabur Real
Activ
Rasna Ju-C
56 cal
Sugar 13 gm
Vitamin C- 12.5 mg
Potassium- 70 mg
Calcium- 5 mg
Contains added sugar
48 cal
Sugar 12 gm
Vitamin C- 20 mg
Potassium- 86 mg
Calcium- 18 mg
No added sugar
USP-Fortified with 100%
RDA Vitamin C
www.fitho.com, 2013
Tropicana Minute Maid
48 cal
Sugar 11gm
Vitamin C- 16 mg
Potassium- 170 mg
Calcium- 18 mg
No added sugar
42 cal
Sugar 10.5 gm
(no more info)
Contains added sugar
Ingredients per 100ml of the drink

19. VARIANTS
Dabur Real Dabur Real Activ Rasna Ju-C
Orange, Pineapple, Mixed
fruit, Apple, Mango,
Pomegranate, Cranberry,
Guava, Grape, Sweet Lime,
Litchi, Peach, Plum and
Apricot.
Orange, Carrot juice,
Multi-fruit, Apple, Mixed
Fruit Spinach-Cucumber
Juice, Mixed Fruit
Beetroot-Carrot Juice and
Real ActiV+ fiber.
Mango, Apple, Orange,
Pineapple and Mixed
www.fitho.in, 2013
www.thehindu.com, 2013
www.thehimalyantimes.com,
2014
Tropicana Minute Maid
Orange, Cranberry, Apple,
Mixed fruit, Pineapple,
Mango, Guava, Litchi,
Tomato, Grape,
Pomegranate and 100%
Tropicana.
Pulpy Orange, Lemon,
Apple, Mixed Fruit,
Mango, 100% - Grape,
Apple and Orange.

20. SKU Competitor Mrp
Competitor
Rasna MRP
Mango POP Maaza/Frooti Rs. 15 Rs 15
Ju-C 250ml Tropicana/Real Rs. 20 Rs 18
Ju-C 300ml N.A. N.A. N.A
Ju-C 500ml Tropicana/Real Rs. 48 Rs 38
Ju-C 1 Ltr Tropicana/Real Rs. 90 Rs 75
Nimbu Pani Nimbooz Rs. 22 Rs 20
Masala
Shikanji
Nimbooz Rs. 22 Rs 20
USP & Salient Features
Variants : Mango, Apple, Pineapple, Guava,
Mixed Fruit, Orange

21. • www.thedelhisamachar.com, 2013
• www.thehindubusinessline, 2013
• www.fitho.in, 2013
• www.trendmonitor.com, 2014
• www.euromonitor.com, 2013
• http://rasnabeverages.com/fun-facts-of-ju-c
• https://www.facebook.com/RasnaJuC
References

22. Thank you