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REVAMPING RASNA A MARKETING OVERHAUL SAGA

Submitted by : Nayan Jain (11P208) Paritosh Baisoya (11P210) Saransh Mehrotra (11p223) Sumit Chandra (11p231)

ISSUES
Analysis of Rasnas initial success Causes of its loss in Market share Failure of products like Rasna Royal, Rasna Aquafun and Oranjolt Factors leading to revamping of Rasna Revamping initiatives Impact of new strategies

THEORY
Brand positioning Product extensions Brand life cycle Product Life cycle Brand Revamping

ENVIRONMENT
Huge

untapped potential No major competitors Highly price sensitive customers Government policies leading to high entry barrier Distrust for food and drink not made at home

INITIAL SUCCESS

Do-it-yourself concept Launch of new flavours in quick succession World-class technology for ensuring quality Innovative methods Affordable price Efficient sales and intensive distribution network Creative Promotional activities Effective Branding through large scale advertising The Tagline I love you Rasna No major competition in SDC segment

Highly priced competitive products Little marketing support

CAUSES OF LOSS IN MARKET SHARE FOR RASNA


Opening up of markets due to liberalization Entry of international big players Shifting consumer preferences towards ready to drink preparations No proactive approach and stagnancy in strategy Increase in prices Consumer awareness ( synthetic colors considered unhealthy) Failed to sustain brand popularity due to decline in promotional activities Failure of new products Rasna royal: High price Aqua fun: Blue color not suited to Indian consumers taste Oranjolt: Refrigeration required

FAILURE OF PRODUCTS
Rasna Royal Step-up extension for a low price product
Targeted at health conscious customer leading to creation of a bad image for use of synthetic colours in food items Lost the low cost advantage Customer expected ready to drink for a product as costly as Rasna Royal Rasna SDC positioned strongly as a costeffective drink

FAILURE OF PRODUCTS
Rasna Aqua Fun Product coloured as Blue could not create a
proper brand image as food product Already customer had a poor perception towards artificial colours, thus colouring blue didnt help

Oranjolt

Launched in selected outlets only thus not utilizing the extensive distribution networks of Rasna Product needed continuous refrigeration but retailers tended to switch off refrigerators in the night which resulted in quality problems

REASONS TO REVAMP RASNA


Brand Rasna had reached the Maturity phase and now was in the decline stage of the Brand Lifecycle High competitive environment in the beverages industry needed Rasna to revamp its brand to match the likes of coke and other tertrapack fruit juices

BRAND REJUVENATION

Renewed Multimedia ads and promotion using TV, radio and print; focus on outdoor visibility Campaigns highlighted affordability and easy availability. Also campaigns were aimed towards every age group and every section of society New tagline- Relish a gain, indicating value as taste, lower cost as well as its aspect of becoming a healthier and refreshing drink . It also used leaf as the new symbol to establish a new brand image of being natural instead of synthetic 2 different product lines utsav for rural population and rozana targeting urban population and rozana international targetting upper end Positioned as a value added and low cost product It also introduced Rs 2 sachets to get consumers to become used to its taste Renewed distribution strategy reaching across 7 lakh retailers annually

SUSTENANCE OF BRAND RASNA CURRENT MARKET STRATEGY

Competitors targeting a particular segment of the market e.g. Coke targeting family, Thumps up targeting adventurous youth. Rasna targeting everything for everyone which may lead to nothing to anyone image

THANK YOU