Presented By ROHIT DESHMUKH MBA I Year Sinhgad College,Lonavala

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Designed By Rohit Deshmukh

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Rasna is a Pioma s Brand.  Rasna had an extremely popular advertisement tagline i.e. I Love You Rasna .  In March 2002 ,Pioma announced a radial overhauling of its strategies for Rasna brand .  Pioma launched two new brands , Rasna Utsav & Rasna Rozana in March 2002 .  Company allocated Rs. 160 million for Multi-media advertisement campaign.  Rank no. 1 in the beverage category as most Trusted Brand of India by Economic Times  One of the top 15 brands in the country 

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India s most well known singer Asha Bhosle sung for Rasna .  Pioma also released music cassettes & CD s for Rasna song .  Company also sponsored musical events across the country .  Largest Selling Concentrate manufacturing in the world with 97% Market Share
BRANDS Rasna Pvt Ltd Coca Cola India Sugar Free C Sip Vitamin C Kissan Mr Fruit Tang Sept 2009 (%) 97.2 2.0 0.2 0.0 0.1 0.5

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Pioma, an Ahmedabad ( Gujrat ) based company,was the 1st to introduce

the concept of SDC in 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 s SDC comprised a powder sachet & a small bottle of

thick , coloured liquid 
Most affordable drinks available in the market i.e. 50 paisa per glass

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Many popular flavours like Pineapple,Orange,Mango,Lime &

Kala Khatta,Rose as a local flavours 
Advanced world-class technology used for packaging  The packs were pilferage-proof with moisture-resistant lining  Pioma had 8 factories that manufactured its SDC  Company had 24 warehouses in the country, 24 distributor, 2000

stockists 
Large scale advertising for Brand Awareness  Over 17 years, it remained the undisputed market leader in the Indian

SDC market

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Most preferred brand in SDC category at the FMCG Most Preferred

Awards 2003 & 2004 and Consumer World Award 2004 
Marketing Man of the Year Award

Mr. Piruz Khambatta 

India s Greatest Brand Builder Mr. Piruz Khambatta  DDB Needham 1989 Pinnacle Awards, New York : Print Ad  Ad Club Bombay : Campaign of the year

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Rasna Wakes up to the challenge 
Pioma finally decided to extend Rasna s brand portfolio and launched a pre-sweetened mix-and-drink product in 1996  It targeted at upper end of the market  For that they introduced rasna royal . Positioned as a vitamin- enriched version of rasna .  Rasna royal did not pickup very beginning . Therefore consumer preferred rasna SDC because of its cost effective drink  Eventually the company had to discontinue rasna royal  In 1999 rasna launched two new flavor rasna Yorker and rasna aqua fun  Kapil dev was brought in two endorse rasna Yorker . Yorker Succeeded moderately but aqua fun was failure .  In 2002 pioma continued broadening its product portfolio and launched a ORANJOLT , it also was a failure . The awareness among the consumes resulted in the decline of rasna market .  Pioma begun planning a three year revamping program in mid 2001

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THE SECOND INNING 
Rasna announced the plan in early 2002 called the overall exercise

as the Rasna for 1 billion Indians project. 

The company new marketing strategy said we are implementing a

strategy through which we wish to make consumers drink more Rasna as well as get new people attracted to the brand. 

According to new distribution strategy Rasna planned to reach an

estimated 7,00,000 lack retailers annually.

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Following this company appointed 47 additional sales personal , 350

cycle salesman & 145 pilot salesman & also 500 vans for the coverage of rural areas. 
As apart of new strategy the company focused on multimedia

advertising & promotion. 
The madras advertising agency focused on media such as TV, radio &

print. 
Special emphasis was laid on outdoor visibility.i.e. means bus shelter

,pole kiosks ,bus panels. 
The company introduced new cateny brand teyline Relish aGain .

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Relish a gain concept has been created in Hindi as a song which

covers the total range of products to focus on Rasna s value in different moment of life. 
In addition a completely new identify a new leaf symbol was

added to the Rasna s brand name.

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SWOT Analysis
Strengths 
Rasna- We always ready to fight with compitition -Mr.Khambatta.  Marketing and Brand Building  Strong Brand name with 93+ market shares  One of the most visible advertising Featured many celebrities from the field of entertainment and sports ,like Hrithik Roshan, Karishma Kapoor, Paresh Rawal, Anupam Kher, Kapil Dev

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Weakness 
Rasna targeted specifically for children  According to advertising professional , the problem with Rasna lies in it s advertising.  Major products of Rasna are seasonal.  Brand recall  Not able to stop Piracy

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Opportunity 
Opportunity to enter into ready drink section 
Rasna can also bring its international products into Indian market  Entering into glucose section is definitely a good initiative.

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Threat 
Other big brands like HUL,PARLE etc.  Fruit juce section ,which is much suitable for rasna ,but that section is also established by other brands  New regulations & policies .  Change in concept .

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Hoping For A Sweet Future 
Although Rasna succeeded in increasing its sales in mid2002,few analysts were skeptical about the long-term success if revamping strategy. The entry of players like Coca-Cola, Kraft Foods, Dr.Morepen Labs and Hindustan Lever Ltd. and their financial muscle was expected to pose tough competition for Rasna in the future.  In 2002, Rasna was in the process of finalizing a joint venture with Del Monte, the largest producer of canned fruits and vegetables in the US to offer convenience foods...

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Case : Brand idea failures-Oranjolt 
Fruit drink.  Tendency of retailers.  Less shelf life  Servicing outlets was also problem .  Don t have distribution structure to replace the product to every to four weeks

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Name: Rohit Deshmukh . E-mail: Rohitshamdeshmukh@gmail.com

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