AN

INDUSTRIAL TRAINING REPORT

ON

RASNA PVT. LTD.

PREPARED BY:

BABI RAHISHA A.

T.Y. B.B.A. (A)

ROLL NO. 02

ENROLLMENT NO. :- 11011900097

PROJECT GUIDE:

PRO. ANISH DURVESH

SUBMITTED TO:

BHAKTA KAVI NARSHINH MEHTA UNIVERSITY

SHREE PATEL KELVANI MANDAL COLLEGE OF TECHNOLOGY & B.ED.

MOTIBAUG ROAD, JUNAGADH.

2021-2022

i
 DECLARATION

This is to certify that I have completed this project report on marketing topics related to product related

strategy and advertising under the guidance of prof. anish durvesh in partial fulfillment of the requirement for

the award of Degree of Bachelor of Business Administration at SHRI PATEL KELVANI MANDAL

COLLEGE, JUNAGADH. This is an original piece of work & I have not submitted it earlier elsewhere.

Date: Signature
Place: Name:

University Enrollment No.:

ii
COMPANY CERTIFICATE

1
 ACKNOWLEDEMENT

The industrial training report is an outcome of the efforts of many people who helped me
throughout in preparation of this report and are very much indebted to them.

I offer our special vote of thanks to Mr.Gaurav buch Hr manager of rasna PVT. LTD.
For his co-operation, guidance and taking some time off his busy schedule. I am also thankful
to all staff members os rasna PVT. LTD.

I would also like to express my sincere thanks to our project guide prof. anish
durvesh for his personal guidance, valuable ideas, and willingness to be of help whenever
needed.

Lastly, I whould like to thank each and every person who has helped me directly or
indirectly in completing the project work successfully.

2
 PREFACE

The particular training is very much essential in every field and it enables the student to study
and understand the subject in better wider scope. It is golden opportunity for any student to
know about the actual work of industrial unit. As we know that in general proverb, “ Practice
does not make perfect man but only perfect practice makes a perfect man.” In this way it is
necessity of practical training to support the theoretical knowledge and expand deep sense of
practical training in student.

BBA is a course, which is specially designed to meet the needs of the demanding
world. One has to sharp, convincing, possessing good managerial skills, smart & talented to
face the on demand world.

So, as a T.Y.B.B.A student, I had taken the opportunity to visit Rasna Pvt. Ltd. I had
a chance to explore the various departments of business and tried my level best to present
relevant information in this report.

3
 INDEX
Chapter Topic Page no.
1.1 Introduction of company 5
1.2 History and deve. Of 6
company
1.3 Vision and mission 8
1.4 Company profile 9
1.5 Size of organization 10
1.6 Form of org. 11
1.7 Type of org. 12
1.8 Organization chart 13
2.1 Introduction of product 15
strategy
2.2 Product 16
2.3 Branding 18
2.4 Packaging 23
2.5 Labelling 26
2.6 After sales services 31
3 Future plans 34
4 Suggestions 35
5 conclusion 36
6 Bibliography 37

4
 CHAPTER - 1
INTRODUCTION OF COMPANY

5
 Introduction
Rasna is an iconic brand which brings a smile to its consumers anywhere in the world. A big
strength of the brand is its immense worldwide popularity among global Indians and other
nationalities. The exquisite nature of Rasna’s flavour and its distinctive taste has delighted
millions of consumers all over the world since decades. The equity of the brand thus created
has become heritage not just for today but also for time to time.

Rasna is a global bench mark in Taste and Quality. Pan India, we have 9 state-of-the-arts,
ISO 22000-2005 and HACCP certified manufacturing facilities. We have a strong and vast
distribution network which comprises of 26 depots, 200 super stockists, and 5000 stockists
and more than 1.6 million outlets across India. Our packaging is distinctive and unique. We
are pioneer of the fruit based powder concentrates category. We have a vast experience in the
food and beverage category and brand commands major market share in many markets.

We provide superior quality and nutritious products to our customers. Our products contain
real fruit powder, natural/nature identical flavours, 21 vitamins and calcium. We bond with
our consumers strongly and meaningfully. We implement innovative brand building activities
jointly with distributors in each market. We believe that there is a huge and emerging market
for our product range, all over the world.

We are looking for potential collaborations across the world:

1. Joint ventures
2. Technology transfer
3. Licensing
4. Market and distributor partnership

We believe in pursuing substantial growth by developing win-win long term relationships

with our business partners.

We are committed to excellence in keeping our ranking as one the largest soft drink
concentrate manufacturing companies in the world.

6
 HISTORY AND DEVELOPMEMNT OF COMPANY

Rasna is one brand no 80s kid will forget. Back in the days of Doordarshan, advertisements
were limited, and even the little that was broadcast was never targeted at kids. However, all
that changed when children were greeted with the memorable I Love You, Rasna  jingle.
Rasna entered the Indian market at a time when carbonated drinks like Limca and Thumps
Up dominated the Indian market. But neither drink was specifically for children. Hence,
Rasna became the ubiquitous drink served at home and large gatherings from the late ‘70s to
the early ‘90s.

In its over two decade history, Rasna has had its fair share of ups and downs. At one point,
the brand was the most visible drink advertised on television. But today it faces stiff
competition from cola majors like Coca-Cola and fruit juices such as Tropicana.

The man behind the brand

Rasna was initially launched by the Khambattas as ‘Jaffe’ and distributed regionally
in Gujarat. It was later relaunched as Rasna in 1979, distributed by Voltas, who additionally
began marketing it in 1983. Having joined Rasna Pvt. Ltd. at the age of 18, with a Bachelor’s
degree in Biochemistry, another in Law and several management certifications from Wharton
and IIM, Piruz Khambatta became the Chairman and Managing Director of the company in
1998.

The campaign and success factors

The ‘I Love You, Rasna’ campaign was targeted at both children and parents and highlighted
how 32 glasses could be made from one pack. This became the brand’s key value
proposition. Adding to that, the brand had introduced a plethora of flavours to choose from.
These included Kesar, Elaichi, Khu and Jaljeera, which were both unusual and relatable to
the Indian audience. In 2000, new flavours such as Guava, Litchi, Watermelon and Pineapple
were added to the brand. So no matter what your child loved, Rasna had them all. It
commanded over 85 percent of the fragmented Rs 600 crore soft drink concentrates market.

Also, by letting consumers add sugar to the powder concentrate, Rasna saved 60 percent of
the cost spent by other flavoured drinks!

The growth story

By the late ‘80s, Rasna had cornered over a 50 percent value share (and 75 percent volume
share) in non-aerated drinks. Mostly popular in southern and western states, the volume share
was over 90 percent in 2004 and over 97 percent in 2010, before settling at 93 percent in
2014.

7
But the market for concentrates had not increased at an enviable pace. While the soft drinks
market had grown from Rs 13 crore in 1982 to Rs 14,000 crore in 2015, Rasna made up only
2.4 percent of it.

The real trouble

The real trouble for Rasna began when carbonated drinks and fruit juices flooded the market
and became all the more affordable. Take-home bottles and tetra-packs made it easier for
consumers to avail them. Aerated drinks such as Pepsi and Coca-Cola had heavy marketing
budgets with campaigns and collaborations that went viral. These were factors that Rasna
could not compete with. By 2002, Rasna faced competition from Coca-Cola’s Sunfill
(withdrawn in 2004) and Cadbury-Kraft’s Tang, which is still its major competitor.

The road ahead

One of India’s iconic drink brands, Rasna has created a niche market for itself in the last three
decades. Amid competition from major aerated international drinks, Ransa has maintained its
reputation and posed a threat to many of its competitors. The brand has a current market
share in the soft drink concentrate market of close to 80 percent, followed by the Mondelez
India-marketed Tang.

Rasna gave the lower-middle class person who could not afford a carbonated drink the option
of having something similar and even healthy at a price that did not drain their pocket. The
brand has gone ahead and introduced sachets priced at Rs 5, thus entering the lower strata of
their consumer base. As a part of its next strategic move, it aims to expand its rural
distribution with this pricing in mind.

Consistent product innovation is the only way in which the brands from this category can
continue to create excitement year after year. Given the plethora of options available to
today’s consumer, this job will only get more challenging with time.

With the beverages industry flagging in the natural carbonated drinks category, Rasna seeks
to capitalise on the current market trend towards non-aerated, fruit juice and healthy drink
products.

Hence, the brand is banking on prompting its new variant Fruit Plus – a drink supplemented
with vitamins and endorsed by Akshay Kumar.

The brand has come miles since its simple beginnings and is a source of nostalgia for many.
No doubt Rasna will continue to make memories for a long time.

8
 VISSION AND MISSON

VISION OF RASNA LTD.

TO BE AN ADMIRE COMPANY IN FMCG SPACE

MISSION OF RASNA LTD.

EXHIBITE LEADERSHIP BASED ON INNOVATION

KHOW YOUR CONSUMERS THOROUGHLY AND DEVELOP PRODUCTS BASED

ON CONSUMER INSIGHTS

CONTINUOSALY REINVENT AND RE ENGINEER

CAPITALISEON THE STRANGHTS OF A FAMILY OWNED INDIAN COMPANY AND

PROFESSIONAL APPROACH

9
 Company profile

Company name Rasna pvt ltd

CEO Mr. Nilesh
Chairman & M.D. Mr. Piruz Khambatta
Year of establishment 1987
Size of unit Large scale company
Type of company Private ltd company
Industry FMCG
Products Instant fruit juice, instant powder drink, fruit
juice
Address Rasna centre, opp. Sears tower, Gfulbai ,
tekra Ahmadabad, Gujarat
Employees 95
Nature of business Manufacturer/supplier/exporter/trading
company
Turn over 1,00,00,000-5,00,00,000
Phone 91-79-26449603
Fax 91-79-26449610
Website www.rasnainternational.com
e-mail Paresh.shah@rasnainternational.com

10
 Size of Organisation
Size of the organization can be one of these three forms.

size of organization

Large scale
small scale midium scale

“RASNA IS LARGE SCALE COMPANY”.

11
 FORM OF ORGANIZATION
Partnerships
In a Partnership, two or more people share ownership of a single business.  Like
proprietorships, the law does not distinguish between the business and its owners.  The
Partners should have a legal agreement that sets forth how decisions will be made, profits will
be shared, disputes will be resolved, how future partners will be admitted to the partnership,
how partners can be bought out, or what steps will be taken to dissolve the partnership when
needed; Yes, its hard to think about a “break-up” when the business is just getting started, but
many partnerships split up at crisis times and unless there is a defined process, there will be
even greater problems.  They also must decide up front how much time and capital each will
contribute,etc

Sole Proprietorship
The vast majority of small businesses start out as sole proprietorships.  These firms are
owned by one person, usually the individual who has day-to-day responsibility for running
the business.  Sole proprietorships own all the assets of the business and the profits generated
by it.  They also assume complete responsibility for any of its liabilities or debts.  In the eyes
of the law and the public, you are one in the same with the business.

Corporations
A Corporation, chartered by the state in which it is headquartered, is considered by law to be
a unique entity, separate and apart from those who own it.  A Corporation can be taxed; it can
be sued; it can enter into contractual agreements.  The owners of a corporation are its
shareholders.  The shareholders elect a board of directors to oversee the major policies and
decisions.  The corporation has a life of its own and does not dissolve when ownership
changes.

“RASNA IS A JOINT STOCK COMPANY”

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 TYPE OF ORGANIZATION
There are various types of organization structures.

Hierarchical
TYPES
Matrix

Horizontal/flat
OF
Team-based

Divisional
ORGANIZA
TION
Line

“RASNA IS BASED ON LINE ORGANIZATIONAL STRUCTURE.”

13
 ORGANIZATION CHART OF RASNA LTD.

CEO

M.D.

General
manager

production
export marketing finance H.R.M.
department
department department department department

export production marketing finance

H.R. manager
handler manager manager manager

supervisior supervisior supervisior supervisior supervisior

workers workers workers workers workers

14
 CHAPTER - 2
PRODUCT RELATED STRATEGY

15
 Introduction
Product is the key decision

Meaning of product related strategies:

A product strategy is the foundation of a product life cycle and the execution plan for further
development. The product strategy allows the business to zero in on specific target audiences
and focus on the product and consumer attributes.

Definition of product related strategies:

“A product strategy is often called the roadmap of a product and outlines the end-to-end
vision of the product and what the product will become. Companies utilize the product
strategy in strategic planning and marketing to identify the direction of the company’s
activities.”

Impact of product strategy on product personality:

Product personality refers to the set of personality characteristics that people use to describe a
specific product and to discriminate it from other. Product personality can affect users’
interaction with and evaluation of a product. Accordingly, it may be desirable to design
products with a predetermined personality. it is needed to form a suitable product strategy to
have a good product personality which will attract customers and they will try new product
and it will increase in the sales of a product.

Importance and role of product strategy in marketing:

1. It helps decide the exact steps to be taken in any event to make the product a success.
2. It prepares the company for response by competitors or towards changing market
condition.
3. It help the company decide the target market and in market penetration.
4. A product vision is formed thereby setting the product on an independent path with a
time to time intervention allowing the company to focus on multiple products in a
short time.

16
 PRODUCT CONCEPT
CORE PRODUCT

The core product is a company product or service that is most directly related to its core
competencies. The core product enables the use, benefit or problem-solving service for which
the consumer is purchasing the product. Core products may be integrated into end products,
either by the company producing the core product or by other companies to which the core
product.

PRODUCT OF RASNA PVT. LTD.

17
 Product scope
Product scope refers to the number of different items your company offers for sale. Your
business goals usually determine the scope of products you carry. You may run a successful
business based on a single product strategy or offer a much deeper line of products to serve a
wider range of customers.

Production plants

1. Mahij
2. Kalol
3. Saij
4. Dehradun
5. Mehsana
6. Daman
7. Ambala
8. Tanuku
9. Chittor

26 Depots Across India

•Delhi •Raipur
•Zirakpur •Jabalpur
•Lucknow •Bhiwandi
•Ghaziabad •Pune
•Dehradun •Goa
•Ambala •Chennai
•Kolkatta •Cochin
•Bhubaneshwar •Madurai
•Patna •Secunderabad
•Rachi •Bangalore
•Guwahati •Vijaywada
•Ahmedabad
•Jaipur
•Nagpur
•Indore

No. of Super Stockists-200

No. of Stockists–5,000
Available in 1.6Million outlets
Sales force strength : 900 approx

18
 BRANDING
Branding isn’t just a logo or slogan. It’s a force with some specific jobs to do.

Branding is a company’s way of life that has a greater purpose than being just the “visual”
face of an organization. A brand is backed by an intangible agreement between a consumer
and the company selling the products or services under the brand name. A consumer who
prefers a particular brand basically agrees to select that brand over others based primarily on
the brand's reputation. He or she may stray from the brand occasionally because of price,
accessibility, or other determinants, but some degree of allegiance will exist until a different
brand is acceptance and then preferred by the buyer. Until that time, however, he will reward
the brand owner with dollars, almost assuring future cash flows to the company. The buyer
may even pay a higher price for, or seek out, the goods or services because of his
commitment, or passive agreement, to buy the brand.
In return for his brand loyalty, the company essentially assures the buyer that the product he
purchases will confer benefits associated with, and expected from, the brand. Those
numerous benefits may be both explicit and subtle. For example, the buyer of a Mercedes-
Benz automobile may expect extremely high quality, durability, and performance. But he will
also likely expect to receive emotional benefits related to public perception of his wealth or
social status. If Mercedes licenses its nameplate to a manufacturer of cheap economy cars or
supplies an automobile that begins deteriorating after only a few years, the buyer will
probably assume that the agreement has been breached. The expectations, and therefore the
value, of the brand, Mercedes-Benz, will be reduced in the mind of that buyer and possibly
others who become aware of the breach.
Two major categories of brands are manufacturer and dealer. Manufacturer brands, such as
Ford, are owned by the producer or service provider. Those brands typically are held by large
corporations that sell multiple products or services affiliated with the brand. Dealer brands,
like Die-Hard batteries, are usually owned by a middleman, such as a wholesaler or retailer.
They often are applied to the products of smaller manufacturers. In summary, manufacturers
or service providers may sell their offerings under their own brands, a dealer brand, or as a
combination of the two types, which is called a "mixed brand." Under the latter arrangement,
part of the goods are sold under the manufacturer's brand and another portion is sold under
the dealer brand.
When practised to its full vision, branding performs four specific core functions:

1. To differentiate your organization from those in your field.

2. To show the authenticity of your product or service.
3. To reinforce the values that your company places at the forefront of each section.
4. To unify each department within your organization.

19
Importance of branding:

1. Branding gets recognition

2. Branding facilitates sales promotion in specific segments or in the whole market available
for the product
3. It helps the advertiser to face market compition and brand wars effectively
4. It helps in receving customers acceptance]
5. It helps in creationg customr loyalty and winning their confidence
6. It incereses popularity and prestige

Various brand names used by the company

Brands under 1 company may focus one 1 product type or multiple products. For a
company with 1 product line, having multiple brands would be as per market
segmentation. This means that according to the requirement of the product, different
brands are created to cater to a set of requirement. This strategy eats in to each other
market share, but the overall market share becomes more than that of the competition.

For a company having multiple product line, it does not affect the market share for each
brand, as they are different. This strategy is for having a diverse product line and the
products compete in the individual product line in the market.

Reasons to select brand name:

1. To name things is to be human

We are compelled by our nature to attach labels to things and events both real and imagined.
From biblical times when "man gave names to all the animals," to today when even current
events (e.g. "Brexit") are named, names have given us brief, complete and convenient ways
to communicate complex ideas.

2. A name is the most powerful and cost-effective communication tool there is

No marketing message will be used as widely or as frequently as the brand name. It is the
single most profound form of business communication.

3. Like a diamond, names are forever

20
A brand's slogan, logo, message, tone and even its positioning can and usually will change
over time, but the name is an indelible tattoo. By any measure, it pays to create a name and it
pays handsomely to create an extraordinary one. People are going to call a part of your
company or a feature of your product something so why not owns it?

4. Names provide a narrative

With a single word, a name can communicate volumes about your values, your offering and
your value proposition. It is an extraordinarily powerful piece of content. Just consider how
effectively names are used in the political arena. The newspaper of record, the venerable New
York Times, is the Failing New York Times. The Honourable Elizabeth Warren is
Pocahontas. And the former FLOTUS, US Senator, US Secretary of State and Democratic
Party presidential candidate has been called Crooked Hilary

Trade mark of company:

Trademarks and service marks are applied to a manufacturer's or a seller's products and
services to distinguish them in the marketplace--a valuable marketing tool, in some
circumstances. A trademark or service mark prevents another person from offering a similar
product or service confusingly similar to yours. If you don't register your trademark, you may
be prohibited from using it by someone who has.

Limitation of branding the product:

Complex

The brand identity building process is complex. This is especially true for organizations that offer
a range of services and products. The process entails extensive research, including market
research, marketing audit, competitive audit and usability, and a clear branding strategy.
Furthermore, a brand identity is only truly successful when customers closely identify with the
brand. This happens when a brand caters to customer requirements and preferences. Marketers
have to keep this in mind and ensure that the brand identity is aligned with, and relevant to, its
customers.

Expensive to Design

21
Designing and creating a brand identity is expensive and time consuming. Brands either delegate
the task to their marketing teams or hire consultants who charge by the hour and spend many
hours in close consultation with managers before they decide on the brand logotype, color,
typography, sound, motion and other key elements of the brand identity design. Trial applications
are run before the identity is presented for approval. The approved identity is then trademarked
and translated to the company website, business cards, letterheads, packaging and advertising.
Each step of the process entails heavy funding and expenses.

Difficult to Maintain

It is not always easy for companies to maintain brand identity. This is because of changing
customer preferences, product or service diversification or company expansion. Marketers must
choose marketing channels carefully so as to not tarnish the brand identity. For example, a
company that manufactures top-of-the-line electronic equipment may hurt its brand identity by
renting out shelf space in a discount or bargain store. This also makes sustaining brand identity
difficult.

Difficult and Expensive to Change

Changing and modifying brand identity is difficult and entails extensive planning and managerial
skills. Managers responsible for the change are required to possess sound public relations,
branding, communications, productions, marketing and management expertise. Information about
the change must be conveyed to customers and other stakeholders. Change often is met with
resistance and a brand may lose valuable customers. Furthermore, changing brand identity is
expensive as it directly affects numerous applications and each needs to be subsequently changed,
including business cards, stationery, forms, marketing materials, websites, directory listings,
name tags, uniforms and signage.
“RASNA IS A SINGLE BRAND COMPANY.IT SALES IT’S ALL PRODUCT
UNDER ONE BRAND NAME “RASNA”.”

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Trademark: RASNA (LABEL)     Class: 32 
Trademark Applicant :Piruz A. Khambatta
Application Date : 2007-07-23
Status : Registered
Goods and Services Description : Beer, mineral and aerated waters and other non-alcoholic
drinks, fruit drinks and fruit juices, soft drinks, syrups and other preparation for making
beverages
Applicant Address : C/O. RASNA LIMITED, OPP. ALTANTA, GULBAI TEKRA,
AHMEDABAD - 380 006. GUJARAT.

23
 PACKAGING
Concept of packing and packaging

Packing

Packing, on the other hand, is the process of placing the items that have already been
packaged into larger containers for shipping. Packaging is very important before packing
products because the larger cartons can be handled roughly in addition to being loaded and
offloaded a number of times. If the products are not packaged well inside the carton, they can
rub against one another and get damaged. Extreme weather conditions may also affect them.
A common problem involves moisture. Products should be completely dry before being
packed.

Packaging

Packaging is the process of wrapping products with special material. Products can be
packaged either individually or in sets. In addition to protecting the products during shipping,
packaging helps to make the products more presentable to the customers. Different materials
are used to package different types of products. Different products or goods are enclosed in
different packages to offer the best protection and convenience. Generally, products should
be packaged separately so they do not knock against one another.
Functions of packaging

24
Role of packaging in modern marketing:

Function

The true function of product packaging is to protect the product during shipment from the
manufacturer to the store selling it. Packaging is also a form of protection as the product sits
on store shelves waiting for consumers to come along and purchase it. In marketing and
market development, packaging is the “dress” on the product, which can play a role in
whether the product sells in a new market or to new customers.

Branding

Product packaging also plays a vital role in the branding process of the product. Investor
Words defines a brand as a symbol, wording or another type of mark that differentiates a
product or business from its competition, and branding is an essential part of marketing for
many products and companies. Some products carry different branding, depending on the
market in which they are sold, especially in different countries.

Benefits

Packaging can help sell the product because it provides space for sharing information about
the product, such as nutritional information, usage or directions. For example, some
packaging contains marketing messaging on the front to attract customers to pick it up and
look at the product. In essence, the packaging can help to paint a picture of how the product
benefits the customer.

When developing a product in a new market, it is important to conduct market research, such
as focus groups, to determine what is appealing to the new market. For example, preferences
of colours, pictures and labels on products can differ from one country to another or from one
group of customers to another.

Features

Packaging also can share information on the features of the product. Size, measurements,
uses and more printed on the packaging of a product can help customers decide if the product
fits their needs. For example, if a customer is shopping for an under-the-sink garbage can, he

25
needs to know the measurements of a product to make sure it will fit under his sink. A
package box or label that details the height, width and depth of a garbage can on a store shelf
can help the customer quickly determine if it fits under his sink--ultimately helping him make
the decision about whether to buy it.

Identification

Packaging also can help customers identify the products or companies they are loyal to. For
example, if a local restaurant decides it wants to sell its famous salad dressing in retail stores,
the salad dressing packaging and label may carry the restaurant's logo, name and color
scheme. Using packaging that carries the same brand helps customers of the restaurant
identify the brand when shopping at the local grocery store.

Once consumers start buying the product, packaging helps them quickly identify the product
when shopping. When introducing a product in a new market, packaging can help to garner
the attention of a prospect. For example, vibrant colours may prompt a new customer to stop
and look at the product because of the bright colours or because the design is one she has
seen before.
Special characteristics of package:

Rasna uses different packaging to attract customers. As packaging plays very important role.
Rasna’s products packaging is different than its competitors.

For ex. In honey they are providing it in jars. Customers can use this in multiple ways. They
can use this jar for different purpose like to store such things.

As Indian peoples likes to use products packaging in different way so it is a competitive

advantage for Rasna, by providing such type of packaging that can be used for multi purpose.

Type of package:

1. Tin Jar
2. Curved HDPE Jar
3. Straight HDPE Jar
4. PP Jar
5. Refill
6. Mono Carton
7. Sachets
8. Rush Sachets
9. Gofrut
10. HDPE Jar
11. Spout Pouch

26
 12. PET Bottles
13. Glass Bottles

COMPARISON WITH COMPITITORS:

RASNA V/S TANG

In packaging of both the brands, Rasna’s packaging is more attractive than of Tang. Where it
uses children in their package that makes it more attractive.

Factors relevant to packaging decision:

 Protection – Packaging is used to protect the product from damage during shipping and
handling, and to lessen spoilage if the protect is exposed to air or other elements.
 Visibility – Packaging design is used to capture customers’ attention as they are shopping
or glancing through a catalog, website or smartphone app. This is particularly important
for customers who are not familiar with the product or in situations where a product must
stand out among thousands of other products,such as those found in grocery stores.
Packaging designs that stand out are more likely to be remembered on future shopping
trips.
 Added Value – Packaging design and structure can add value to a product. For instance,
benefits can be obtained from package structures that make the product easier to use while
stylistic designs can make the product more attractive to display in the customer’s home
(e.g., design of plug-in air fresheners).

27
 Distributor Acceptance – Packaging decisions must not only be accepted by the final
customer, it may also have to be accepted by distributors who sell the product for the
supplier. For instance, a retailer may not accept packages unless they conform to
requirements they have for storing products on their shelves (e.g., fits maximum height or
weight requirements).

 Cost – Packaging can represent a significant portion of a product’s selling price. For
example, it is estimated that in the cosmetics industry the packaging cost for some
products may be as high as 40% of a product’s selling price. Smart packaging decisions
can help reduce costs and possibly lead to higher profits.
 Expensive to Create – Developing new packaging can be extremely expensive. The costs
involved in creating new packaging include: graphic and structural design, production,
customer testing, possible destruction of leftover old packaging, and possible advertising
to inform customer of the new packaging.
 Long-Term Decision – When companies create a new package it is most often with the
intention of having the design on the market for an extended period of time. In fact,
changing a product’s packaging too frequently can have negative effects since customers
become conditioned to locate the product based on its package and may be confused if the
design is altered.
 Environmental or Legal Issues – Packaging decisions must also include an assessment of
its environmental impact especially for products with packages that are frequently
discarded. Packages that are not easily bio-degradable could draw customer and possibly
governmental reaction. Also, caution must be exercised in order to create packages that do
not infringe on another firm’s intellectual property, such as copyrights, trademarks, or
patents.

Limitations of packaging:

1. Packaging exhausts natural resources

2. Packaging is too expensive
3. Some forms of plastic packaging are health hazardous
4. Packaging is deceptive

Used and discarded packaging contributes significantly to the consumer protection problem.

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 Labelling

Concept of labelling
Labelling is the display of label in a product. A label contains information about a product on its
container, packaging, or the product itself. It also has warnings in it. For e.g. in some products, it
is written that the products contain traces of nuts and shouldn’t be consumed by a person who’s
allergic to nuts. The type and extent of information that must be imparted by a label are
governed by the relevant safety and shipping laws.

Labelling is also an important part of the brand of the product and the company. It helps the
product stand out in the market, and identifies it as a part of a particular brand. This is important
in the era of high and intense competition.

Labelling of Rasna products:

These are different labelling of Rasna products.

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Characteristics of company label:

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1. Use Clear Images
The most important attributes of products should be the most obvious to customers. Using
pictures to represent your products is often faster and more effective than using a large
amount of text.
2. Apply Bold Colours
Vividly showcase your brand using bold colours that allow your product to stand out among
the rest. However, keep in mind that bright colours do not always mean bold colours. It is
sometimes very difficult to read neon yellow or green. Bold colours stand out against the
background and bring the consumers eyes right to your product.
3. Include Fun Facts
If you are specifically targeting a younger consumer group, add some fun and intrigue to your
label by placing interesting facts. Quirky, amusing packaging gets shoppers interested in your
brand.
4. Flaunt the Benefits
Whatever benefits your product has, flaunt them! Manufacturers can communicate this
information using high-quality images and graphics, as well as short and to the point text.
Promoting your brands benefits in a professional and concise manner ensures your product to
stand out from the rest.
5. Be Conscious of the Fonts You Choose
Your label is a place to make your product shine! Make the font match your product. In fact,
your whole design can be made up of just words with the right font design. Aside from the
style, you want a font that is easy to read, both from close-up and far away.

6. Include Your Contact Information

This is the perfect place to put your website, phone number, or social media information.
Consumers are much more likely to contact your business if they have contact information
readily available on an item they use. Just make sure your contact information is readable and
matches with the rest of the label.
7. Use Complimentary Colours
Your product and its label should be complimentary of one another. If your product is dark
blue and its label is dark green, the colours clash and consumers will avoid picking it up.
Clear containers and packaging help to avoid this problem. Also keep in mind the type of
product you are trying to sell. Psychologically, warm tones are more energetic while cool
tones are more calming.
8. Feature the Name
This one may be quite obvious, but it is definitely the most important aspect of a product
label. Label designs should prominently feature the product or company name. This allows
your product to be easily identifiable because it is the first thing that consumers notice. Also
staying consistent with the look of your brand allows customers to quickly find exactly what
they are looking.
9. Label Size and Shape
Label size and shape largely depends on the product’s packaging or container. Also
separating front and back labels allows you to brand the front, while providing sufficient
information on the back. The shape of your label, especially the front label, can help draw
attention to your product.
10. Don’t Forget the Barcode
Barcodes are portions of the label that tell electronic scanners about your product. They are

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also used to help companies track inventory, and make it easier for a product to be sold in all
different types of store.

Importance of company label:

Labelling is an important part of the marketing of a product. Labelling is essential as it helps to

grab the attention of a customer It can be combined with packaging and can be used by
marketers to encourage potential buyers to purchase the product. Packaging is also used for
convenience and information transmission. Packages and labels communicate how to use,
transport, recycle or dispose of the package or product.

Labelling is also used to exaggerate the product. Also, it is used for identification. This kind of
labelling helps a viewer to differentiate the product from the rest in the shelves of the market.  A
person can find out about the ingredients of a product. This helps to spread awareness among the
customers about the item they are consuming and labelling also helps to mention ingredients.

Labelling is another very important factor in a product. It should show the correct information
about the product. This is all the more important in products such as pharmaceuticals. Labelling
should also contain information relating to whether the product has harmful chemicals,
especially if it is a product that is meant for children.

AFTER SALES SERVICES

Meaning of after sales services:

After sales service refers to various processes which make sure customers are satisfied
with the products and services of the organization.

The needs and demands of the customers must be fulfilled for them to spread a positive word
of mouth. In the current scenario, positive word of mouth plays an important role in
promoting brands and products.

After sales service makes sure products and services meet or surpass the expectations of the
customers.

After sales service includes various activities to find out whether the customer is happy with
the products or not? After sales service is a crucial aspect of sales management and must not
be ignored.

Significance of after sales services:

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 Good after sales service helps improve firms long-term brand image and brand loyalty.
 Offering after sales service can help to convince consumers to trust the firm and buy the
service in the first place.
 Sales affected by word of mouth recommendation. Good after sales service can make
difference. In an era of social media – poor after sales service can be damaging to reviews
and reputation of firms.
 After sales service imposes extra cost on firms. For firms, they need to strike a balance
between keeping the customer happy and not being burdened with expensive maintenance.
For example, a firm may offer one free service, but then have a clearly defined price for
future service.
 The provision of after sales service varies in importance depending on the type of good. For
example, after sales service and extended warranties are important for goods like electrical
goods and new cars.
 After sales service can also become an opportunity to sell related products.

“RASNA IS A BEVARAGE INDUSTRY, WITH THAT BEING SAID THERE IS NO

SUCH REQUIRNMENT OF AFTER SALES SERVICES.”

FUTURE PLANS

To gain maximum customer satisfaction.

To launch some new flavoured soft drink concentrates in near future.

To expand business in other nearby countries.

To expand their distribution channel.

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 RECOMMANDATIONS

I have come to the following suggestion during my training at ahmedabad, RASANA

PVT.LTD.

They have to increase their market shares by doing the advertisement.

They should share their maximum products at international level so the profit margin can be
increased.

They can give more agencies to the wholesalers(agents) can expand their business at
domestic level.

The company must have used the latest technology for manufacturing the products.

The firm has to produce the product as per the demand of customers.

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 CONCLUSION

As conclusion of this project, I conclude that RASNA PVT.LTD’S distribution

channel is working satisfactorily and increasing rapidly in order to expand their business. I
would like to thank mr.gaurav bush for giving training for 15 days in which I came to know
about their firm.

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 BIBLIOGRAPHY

https://www.scribd.com/document/237855949/rasna-report

https://www.slideshare.net/vatsalsrivastava31/rasna-project-report

https://dribbble.com/tags/rasna

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