I

YOU RASANAPIOMA INDUSTRIS

Prepared byKamlesh Walunj 38Divya Shivappa 46Dipali Umale 34Veena Mhatre 49Prabhavati Karade 20

Company Introduction……

Pioma is an Ahmedabad based company first start SDC concept

In 1976 they launched SDC under name of Jaffe.

The brand name was change to Rasna in 1979. Till mid 1990s Rasna is leader in the market. From 1990 Rasan decline to market share.

HYPOTHESIS FOR THIS STUDY…………

Rasna captured market from late 1970’s till 1990.

with the decline of market the company made different ideas of advertisement to attract mind of the people.

RESEARCH PROCESSES…………….

In the market 2 type of research process are using.

1) Statistical Method 2) Survey Method

The various research processes involved in the study are: As the part of revamping program, rasna Ltd created a

new tagline that communicated Rasna’s massage in terms of money and value.

Acc. To survey rasna is planning to increase the no. of outlets to pump up sales volumes.

 

Double split technique is used to stress the concept of “EK KA DO” .

In june 2004, different kind of rasna flavors came up with a new retailing strategy.

company researched about the market share after the entry of Pepsi and Coke.

After the decline of Rasna, they discovered new problems regarding customer changing needs, taste and preferences (Problem Identification)

Survey: a survey was conducted by AC-Nielsen to measure the consumer confidence in Rasna.

BENEFITS OF A NEW ADD. CAMPAIGN...

The new ad campaign has many perceived benefits which helped in the revamping of Rasna in the market. They are:A) ‘A LEAF’, the new brand symbol symbolized freshness and naturalness which improved product acceptability among customers.B) with the concept of consumer change n preferences company changed their logo of product.

C) discovery of new concept company got very popularity amongst children and hence, helped in increasing the market share.D) kids in the ads made the product trustworthy. 

E) It influenced the mind of the parents as the add. campaign improved the product acceptability.

F) A celebrity brand ambassador helped the brand connect to masses better off.

G) Customer involvement (slogan contests) also helps in gaining customer loyalty for a long term.

H) Displaying a complete range of Rasna and highlighting it for all seasons makes it more value-added.

PROMOTIONAL ACTIVITIES……….

Rasna come up with new signature line “Relish a Gain” Through new logo and tagline changed perception of

people for Rasna. Mudra Communications to do all Adv. and promotional

activities. They come up with new brand ambassador to endorse the

product. In 2003-04 Rasna captured 90% market share of SDC market. Turnover of Rs.225 crore out of Rs.250 crore of the SDC

market in India.

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