internship @ rasna beverages devision
DESCRIPTION
Research starts having objective to find out the conflicts among distribution levels in Rasna Ju C, also to find out the factors which are affecting the purchasing willingness of Retailers and Customers. Rasna Ju C has different flavors, low pricing with respect to its competitor and parent company brand image but still this product is not performing well in the market. In this project, I interviewed super stockist, distributors and retailers. I observed the competitor marketing strategy and I found some gaps which are responsible for low performance of Rasna Ju C in Lucknow.TRANSCRIPT
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Rasna BeverageVatsal Srivastava 124
To Study the Effectiveness of Distribution Channel in Rasna Beverage
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Industry Background & Company Profile
Beverage Industry
The brand Rasna is owned by Pioma industries
Dominates the powder drinks with about 80% market share
Rasna received the Superior Taste Award 2008 by The International Taste &
Quality Institute
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Cont…
1976-: Introduced under the brand name "JAFFE"
1979-: Brand name change to "RASNA"
1980-1990-: Ruled the market by the tag line "I LOVE U
RASNA"
1993- : Decline in sale due to the entry of competitors i.e. Coca-cola
1996-: Launched Rasna international & Rasna royal drink
2013-: Rasna enter ready to drink beverage segment with the brand
name ”RASNA JU-C"
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Project Title and objectives
Title:To Study the Effectiveness of Distribution Channel in Rasna Beverage
Objectives: Objective 1:
To find out the consumer’s purchase willingness about Rasna Ju C
Objective 2:
To find out the retailer’s purchase willingness about Rasna Ju C
Objective 3:
To find out the conflicts among distribution levels
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Work Performed
Work done: Sampling, Retailing, Feedback collection (Individual and in team ) Location: Kanpur and Lucknow Data collection: Primary data: Responses through questionnaires and interviews
Secondary data: Through Internet Statistical tools usedMultiple regression based on survey through questionnaires and analyzed using
SPSS
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Project Observations/ Findings
18%
16%
15%22%
2%4%
24%
FLAVOR PREF-ERENCEOrange Apple Pine Apple Mango
Litchi Guava Mixed Fruit
40%
32%
9%
3% 16%
Brand PreferenceReal Tropicana
Fresco Rasna Ju C
Cont…7
14%
74%
9%
3%
Monthly consumption of Juice0-3 litres 4-6 litres7-9 litres 10 and above litres
Family(1 Lt)
70%
Individual(200/250
ml)30%
Package size of the juice
Cont…8
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Competitive Analysis
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Strategy Canvas
Prod
uct P
rice
Adve
rtise
men
t
Prod
uct D
eliver
y
Varie
ties in
Pro
duct
Post
Sal
es S
ervice
Bran
d Aw
aren
ess
Custo
mer
Dem
and
0
2
4
6
Real Tropicana Rasna Ju C
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Conflicts among distribution channel
Conflicts between super stockist and distributor
•Not facilitate any schemes for the distributor from the SS
Conflicts between distributor and retailer
•TSM assures distributor for adjustment of scheme product cost in next order or
by claim
•TSM offers retailer to sell on scheme(2+1) at low price also when product is
near expiry
• TSM also assures retailer for expiry product replacement
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Cont…Before After
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Gaps identified & Recommendation
•Gap 1: Irregular visit of public service representative
Recommendation: Weekly visit
•Gap 2: No proper scheme for expiry product replacement
Recommendation: Monthly collect the expiry product
•Gap 3: Lack of retailer incentive programs
Recommendation: Loyalty programs(Diamond, Gold, Silver) ,
offer Discount, travel trip and gifts
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Gaps identified & Recommendation
•Gap 4: Lack of brand awareness among the customers
Recommendation: Promotional activities(coupons,
sampling, contests and Sweepstakes) ,advertisement( holdings,
pumplets, advertisement on TV)
•Gap 5 : Lack of proper placement of schemes and discounts
Recommendation: Occasional scheme, Seasonal
scheme
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Learnings
• Distribution channel
• Product portfolio management
• Consumer preferences
• Promotional schemes and other activities
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THANKYOU