This case study examines Rasna's efforts to recapture market share through a new advertising campaign. The null hypothesis is that Rasna's image would be recaptured in the market, while the alternate is that it would not. Research found untapped potential and changing customer needs. A survey measured consumer confidence in Rasna. The new campaign featured a fresh symbol, targeted all ages, and established Rasna as trustworthy through kid endorsements. Celebrity endorsements and customer promotions helped gain loyalty. Outdoor and TV advertising effectively promoted the brand.

1. CASE STUDY
ON
I LOVE YOU
RASNA

2. HYPOTHESIS

3. Null Hypothesis:-
Rasna image recaptured and brand is revamped in
the market
Alternate Hypothesis:-
Rasna image not recaptured in the market.

4. RESEARCH
PROCESSES

5.  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.

6. 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.

7. • 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.

8. ACTIVITIES

9. Celebrity promotion
 Outdoor Promotion
Communication :-through attractive banners, posters
, news papers etc
 TV channels

11. Generally, promotion is communicating with the
public in an attempt to influence them toward
buying 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 take
to promote your product or service. Promotion, as a
general term, includes all the ways available to make
a product and/or service known to and purchased by
customers and clients.

12. • 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 it's having a big
promotion on certain items, for instance, or a
business person may refer to an ad as a
promotion.