AGENCY MANAGEMENT

Team Members

The Objective

To Re-launch it product in the market.

Rasna was established in the year 1984

Rasna is owned by Pioma industries

During the introduction period the company

launched it under the brand name Jaffe

The first brand in the country that provided

consumers real fruit-like flavour and taste

Rasna offers extremely successful Soft Drink Concentrates,

Instant Drink Powders and Ethnic range of products to the

domestic/global markets.

Rasna has gained 1st rank in the soft drink concentrate

category (Source:Brand quality).

Rasna has also received the 1st FMCG Award in the soft drink

concentrate category

Rasna Fruitfun

Rasna Fruitplus

Rasna Instant Drink

Rasna Shake Up

Rasna Fruit Jam

Iced Tea

Glucose + Vitamin C health drink

Energy Drink

Retail Chain – Devil’s Workshop

Product Portfolio

RASNA MARKETING ENVIRONMENT

Chairman & M.D.: Mr. Piruz Khambatta Establishment Year: 1984 Nature of Business: Manufacturer & Exporters Level to Expand: International Rasna is a brand owned by Poima Industries, which

introduced and nurtured the concept of soft drinks concentrate (SDC) in Indian market.

It was the first brand in the country that provided consumers real fruit like flavor & taste.

Rasna is proud to receive the Superior Taste Award 2008 instituted by The

International Taste & Quality Institute, Belgium.

Rank no.1 in the beverage category as Most Trusted Brand of India by Economic

Times.

Cola Cola ± introduced as a non-aerated cola at Re.0.50 per glass for the first time

in the world.

Rasna claims 97.2% market share in non carbonated soft drink concentrate

powder (afaqs.com).

I LOVE YOU RASNA TO SHAR AT EK GHOONT & MINUT MAIMASTY.´

Advance Marketing Management

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 Most preferred brand in SDC category at the FMCG Most Preferred Awards 2003 & 2004 and Consumer India’s Greatest Brand Builder

– Mr. Piruz Khambatta Young Entrepreneur Award – Dr. Dadabhai Naoroji Millennium

Award-Mr. Piruz Khambatta Marketing Man of the Year Award – AMA – Mr. Piruz Khambatta Superior Taste Award 2008 instituted by The International Taste & Quality Institute, Belgium

Offices in India

• Ahmadabad• Delhi • Mumbai• Kolkata• Chennai

Current Trends

Primary data

demographic

Age group : from 05-50 yearsGender – Both men & WomenEconomic Strata – Lower Middle Class, Middle class &

above,Occupation – Children,College Students, Service

employees,

Primary Data

Primary Data

Psychographic Modern, Joyful, Trendy, Outgoing Like to Drink Various JousEnjoy comfortable lifestyles

Secondary data

Secondary Data

BRANDS Sept 2009 (%) Rasna Pvt Ltd 97.2 Coca Cola India 2.0Sugar Free 0.2

C Sip Vitamin C 0.0 Kissan Mr Fruit 0.1

Tang 0.5

Big Launch of RASNAVENUE: Hotel Kohinoor, Dadar ,MumbaiLAUNCH TIMING: 5 pm- 11pm

PROGRAMFASHION SHOW OF CHILDRENSFREE SAMPLE PAK TO EVERY ONELOUNCH NEW LOGO ADERTISING,

STATIONERY, AND ALL OTHER

Features of the party:• Lights: There are various colours of lights used in the party

hall. The lights used during the fashion show would be “YELLO AND RED” and at the background there will be red and orange lights.

• Entertainment:For entertainment there is a fashion show and DJ so

that the Guest would not get bored and will enjoy the party.

• Dinning:There will be a buffet system with vegetarian and non

vegetarian kinds of foods like Indian, will be available. There would be juices, soft drink and at last desserts of 2 to 3 types.

• Photographer/ Videographer: There will be personal photographer and videographer

of the company to put up the photos and the videos of the launch on the website.

Marketing plan

Devise new strategy to take on competition from multinational brands.

Amid rising competition from a host of multinational players in the packaged beverage space, Rasna is working on a strategy to maintain its market leadership.

Part of Rasna’s strategy involves addressing consumer needs before competition can identify the same.

Marketing plan

We have a whole range of products that span the price spectrum — from Rs 1 satchets to packs that cost over Rs 70.

Our strategy is clear: To innovate and take leadership on the product platform,” says Ahmedabad-based Rasna Pvt Ltd’s Chairman & Managing Director Piruz Khambatta.

“I am happy to have competition because that will grow the market. The challenge for me is not a new entrant. We have seen many of them over the last two-and-a-half decades we’ve been around. My concern is how do I get more people to consume powdered beverages.”

HEALTHYHOME MADE

FOR KIDS

Marketing Objectives

• ‘I love you Rasna’• Positioning of Rasna

A. TasteB. ChildrenC. EconomicD. Hospitality drink

• Cumbersome Process

Media objective

Respond to Competition

Tailor to the Creative

Segment the Target Market

Balance Reach and Frequency

Target Strong Localities

Establish Scheduling Pattern

Support Promotions

Prioritize Budgetary Demands

ADVERTING & COMMUNICATION

OBJECTIVES

AdvertisingCreate awareness for new productsInform consumers

a) of product features and benefits b) price changesc) Important for building primary demand

Persuasion

d) Build brand preference or change buyer perceptionse) especially important for building demand in competitive markets.

Reminder advertising: maintain top-of-mind awareness

Advertising & communication objective

Advertising & communication objective

Communication objective:

Create a brand awareness for your companyDefining a need the product or service can

fulfillEncouraging action from the target

IMC TOOLS

The concept tht makes all the marketing tools to work together as a unified force rather than work in isolation

IMC not only creats awareness but evokes the purchase action.

However it limits client’s ability to take advantage of specialists in various IMC areas

IMC TOOL

IMC

Advertising:

Use of various media vehicles such as television newspaper , radio, magazines

Personal selling:Face to face communication with the buyer

Sales promotion:Targeting children and housewives. Sponsoring event in

schools, colleges, event like marathon race

Competition of rasna

Brand Name Market Share (%)Sugar Free 1.2C Sip Vitamin C 0.2Kissan Mr Fruit 0.1Tang 2.5Others 3.0Rasna 93.0

Competition of Rasna

Competitor’s Marketing AnalysisSunfill

Sunfill was introduced in 2001 by Coca-ColaCame in three variants : Regular, Anand and TarangThe concentrate had added sugar. While in other

concentrates, sugar needed to be addedThe taste was also good compared to other brands Also innovated in packaging by coming out with single

serve packs and multi serve pillow packs.

Competitor’s Marketing Analysis

It had alliances with other FMCG firms in reaching the market

The brand had its own channel + third party alliance (Hybrid network)

Some of the packs had very bad quality concentrate Rasna countered Sunfill with its own range of powder

concentrate with added sugarSunfill was a half hearted effort from the company

Competitor’s Marketing Analysis

TangTang (manufactured by Kraft) was the leader in the

global SDC market In 2001, Tang ventured into IndiaTang has four flavours — Orange, Mango, Pineapple and

Lemon — in both sachets and pouches.A Tang sachet, for instance, costs Rs 4, while a 200-gram

and 500-gram pouch costs Rs 35 and Rs 80 respectively Tang is positioned as a mass-market product in India

VAIBHAV – NITIN - SWOT

SWOTANALYSIS

Strengths

Trusted Brand and Strong distribution networkLargest capacity in Asia to make powder concentrate and

backward integrationHighest flavors offered in the marketVariety of SKU’s offered-1 Rs to 85 Rs pack Innovation in product offering and promotions

Weaknesses

Seasonal demand

Low brand recall

Duplicate products

Lower visibility than Aerated and other Soft Drinks

OpportunitiesHuge and emerging market

Many international products still not launched in India

Can enter into fruit juice market

Instant energy section to remove seasonality

ThreatsEntry of major brands with established brand name

Dominance of other major players in other sections

Competitors’ Brands being portrayed and perceived as ‘Health Drinks’ e.g. Tropicana

CURRENT MARKETING STRATEGY

Name Pack size Flavour Price (Rs.)

Rasna Frootfun 32 glass or (180*32=)5.76lit

Orange, Mango,Lemon, Pineapple 35

Rasna Frootfun 12 glass or (180*12=)2.16lit

Orange, Mango,Lemon 10

Rasna Freshfun 32 glass or (180*32=)5.76lit

Shahi Gulab, Kesar Elaichi, Kool Khus, Cola Cola 35

Rasna Freshfun 12 glass or (180*12=)2.16lit

Cola Cola, Shahi Gulab 10

Rasna 1ka2 2 glass or (180*2=)360ml Orange, Mango, Lemon

1

Rasna Frootplus jar 500gm Orange, Mango, Lemon 85

Rasna Froorplus pouch 750gm Orange,Mango, Lemon 105

Rasna Froorplus pouch 500gm Orange, Mango, Lemon 75

Product & Pricing

Strategically priced for all socio economic class

Rs 1 or 2 Sachets

Rasna Frootplus available from Rs 2 to Rs 105

Box Pack at Rs 10-12

Family Box Pack at Rs 35

Air Tight Jar at price of Rs 75

Pricing

Advertising agency Sponsoring event in schools, colleges, event like

marathon raceAdvertising on tv, radioHoarding

Promotion

Promotion

BRAND

BRAND RASNA

NEW PRODUCT

LINE

COMMUNI-CATION

MARKET PENETRATIO

N

Marketing Strategy

URBAN

RURAL

Urban Market - Communicaton

Change in communicati

on

•Products not restricted to kids•It is also for women

Brand Re-launch

Campaign

•Lost in Urban Markets•Meri Yaadein Rasna ke saath•Bharat ke saath bada hua Rasna

Change in customers – cooks and mothersIncrease Frequency

Sell recipes to top cooking shows – Khana KhazanaBrand Endorsement – Sanjeev KapoorSponsor a cookery show on TV

Sell recipe booksSample with RasnaBook stores

Urban Market – Product Penetration

“Rasna ke Saath”

Activation plan

Spread awareness about

Rasna through kiosks

Implement during Holi and

other relevant occassions

Rural Market – Communication

Distribute samples at Melas

Schools

Availability in small restaurants

Visibility in popular meeting spots like Post Offices and

Weekly Bazaars

Rural Market – Product Penetration

NEW STP Segmentation:

Rural, semi-urban and lower middle class urban areas. SEC C,D,E,F

Targeting:Kids below the age of 13Women like housewives and working women

Positioning:The fun Indian drink. Position against Pepsi and Coke

Place

Sell in shops outside schools & playgrounds

Easy availability in school canteens

In rural areas, it should be available in roadside stalls

In semi urban and urban, presence at Big Bazaar

outlets

Product

Packaging done in bright colours that are appealing

to children

SDC’s in 3gm, 12 gm, 100gm, 250 gm and 500 gm

packets

Sell Rasna juice in 250 ml packets in semi urban and

urban areas

PriceSachets in SKU’s of Re 1 and Rs 4

Rural market-very price sensitive, thus no price increase

unless absolutely necessary

SDC packets of Rs 10, 20 and 35 (available in semi urban

and urban areas)

Rasna juice 250 ml packets priced at Rs 4/5 (semi urban

and urban areas)

PromotionFor rural areas advertising mostly in hoardings, bus

wraps etc and also TVC.

Rasna kiosks set up inside malls

Sponsor inter school events, Sports Day etc

Tie up with Tinkle, Champak and other children’s

magazines for print ads

MARKETING BUDGET

Marketing Budget1) Current Turnover – 375 crore

Expected growth – 40%

2) Commercials production – Rs 1 Crore3) TV Commercials = Rs. 18 crore4) (Rs. 1.5 lacs/commercial, 2 to 3 different commercials and

each repeated 400 times)5) TV Commercial on DD- Rs. 2.5 crore6) (Rs. 50,000/- per commercial, telecasted 500 times)

Marketing Budget

Activation Campaigns (including samples)- Rs. 7.5 crore

(50 activation centres – Rural Areas, Door to Door in semi urban and colonies in urban areas)

Sales promotion – 10 croreDistribution – 10 croreR & D Budget – 15 croreTotal Budget – 65 crore (15% of expected growth)

Innovation

Trial pack to people(newspaper)Animated ads on tv Sample packs to children during the occasion like

children’s dayRasna has come up with a novel stick pack of its Fruit

plus product. Available in a mono- carton comprising orange, lemon, mango, pineapple and mixed fruit.

INTRODUCE THE READY TO DRINK RASNA PACKMake An Limited Edition Sport Star Packet, Which

Signed Various Sports Players sign

THANK YOU !