revamping rasna- a marketing overhaul saga-rohit deshmukh presentation
TRANSCRIPT
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REVAMPING RASNA- A MARKETING OVERHAUL SAGA
Presented ByROHIT DESHMUKH
MBA –I YearSinhgad
College,Lonavala
20 Jan 2011
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RASNA 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 country20 Jan 2011
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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 Sept 2009 (%) Rasna Pvt Ltd 97.2 Coca Cola India 2.0 Sugar Free 0.2 C Sip Vitamin C 0.0 Kissan Mr Fruit 0.1 Tang 0.5
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The Making Of Rasna 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 market20 Jan 2011
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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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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
SWOT Analysis
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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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Although Rasna succeeded in increasing its sales in mid- 2002,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...
Hoping For A Sweet Future
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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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