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  • Case Study ON I Love You Rasna

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    The document presents a case study on the Rasna beverage brand revamping its image and marketing strategy in the market. It outlines the hypothesis that Rasna's image could be recaptured in the market through a new ad campaign. Research processes uncovered untapped potential and changing customer needs. A survey then measured increased consumer confidence after the new "I Love You Rasna" campaign launched with a fresh logo, tagline targeting all ages, and celebrity brand ambassador. The promotion strategies of celebrity endorsement, outdoor ads, communication materials, and TV ads helped influence buying behavior and gain customer loyalty.

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    The document presents a case study on the Rasna beverage brand revamping its image and marketing strategy in the market. It outlines the hypothesis that Rasna's image could be recaptured in the market through a new ad campaign. Research processes uncovered untapped potential and changing customer needs. A survey then measured increased consumer confidence after the new "I Love You Rasna" campaign launched with a fresh logo, tagline targeting all ages, and celebrity brand ambassador. The promotion strategies of celebrity endorsement, outdoor ads, communication materials, and TV ads helped influence buying behavior and gain customer loyalty.

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    Attribution Non-Commercial (BY-NC)
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    13 views12 pages

    Case Study ON I Love You Rasna

    Uploaded by

    zebarups
    The document presents a case study on the Rasna beverage brand revamping its image and marketing strategy in the market. It outlines the hypothesis that Rasna's image could be recaptured in the market through a new ad campaign. Research processes uncovered untapped potential and changing customer needs. A survey then measured increased consumer confidence after the new "I Love You Rasna" campaign launched with a fresh logo, tagline targeting all ages, and celebrity brand ambassador. The promotion strategies of celebrity endorsement, outdoor ads, communication materials, and TV ads helped influence buying behavior and gain customer loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    CASE STUDY ON I LOVE YOU RASNA

    HYPOTHESIS

    Null Hypothesis:Rasna image recaptured and brand is revamped in the market Alternate Hypothesis: Rasna image not recaptured in the market.

    RESEARCH PROCESSES

    They discovered untapped potential of soft drink concentrate by Market Research and then planned to launch ad campaigns to increase the acceptability They researched impact of the ad campaign on the mind of the customers. They also researched about the market share after the entry of Pepsi and Coke. They discovered new problems regarding customer changing needs ,After the decline of Rasna A survey was conducted by AC-Nielsen to measure the consumer confidence in Rasna.

    BENEFITS OF A NEW AD CAMPAIGN


    The new brand symbol-a leaf, symbolized freshness and naturalness which improved product acceptability among customers. It targeted all segments based on age with the new tagline and the logo. This changed the previous perceptions about the product of being children oriented

    It established Rasna as a trustworthy product because of bein endorsed by kids in the ads.

    It influenced the buying behavior of the parents as the ad campaign improved the product acceptability. They came up with new celebrity brand ambassador(Karishma Kapoor) helped the brand connect to masses better.

    Customer involvement (slogan contests) also helps in gaining customer loyalty for a long term. Displaying a complete range of Rasna and highlighting it for all seasons makes it more value-added.

    ACTIVITIES

    Celebrity promotion Outdoor Promotion

    Communication :-through attractive banners, posters , news papers etc TV channels

    Generally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services. How does promotion differ from advertising? Promotion is the broader, all inclusive term. Advertising is just one specific action you could take to promote your product or service. Promotion, as a general term, includes all the ways available to make a product and/or service known to and purchased by customers and clients.

    The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that it's having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion.

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