RASNA beverages

A detailed study of the

company’s marketing
communication

Presented By - Group 10
Kusumanth Boddu M027-18
Nayeeni Pramod M089-18
Prajwal Roy M088-18
Remani Vallabh E V K M170-18
Shipra Kumari M112-18
 Introduction: About the company
About Network Product Mix

Rasna is a soft drink concentrate
brand owned by Pioma
Industries.
Rasna was initially launched by
the Khambattas as ‘Jaffe’ and
was only distributed regionally
in Gujarat.
The company is present in The company has three
53 countries. lines and a number of
Key statistics: products under each.
-Super Stockists – 200 Rasna International – 13
-Stockists - 5000 Rasna Domestic – 9
-Availability - 1.6 Mn Rasna Native Heat - 3
outlets

Generational Shifts 1940 (1st gen) 1962 (2nd gen) 1992 (3rd gen)

When the company •The company started •Introduction of sachets to

started in the 1940’s, the running as both b2b and include both powder and
focus was on selling b2c entity liquid
concentrates in the B2B •Increased production •Took products to rural mkt.
segment facility •Diversified product portfolio
 The growth story
1980’s,
Rasna had cornered over a 50 percent value share
(and 75 percent volume share) in non-aerated drinks
2004,
Rasna was an extremely popular beverage in the
western and southern states and it managed to
capture 90 percent market share
2010,
it captured 97% before settling at 93% in 2014
2018,
Rasna captured ~80% of the market share and faces
fierce competition from Tang which is owned by the
Phillip Morris group
Competitive Landscape
Strength :
•Presence of a solid brand image and competitive
pricing
•Rasna was able to save 60% of the cost spent by
flavoured drinks by allowing people to add sugar to the
powder concentrate
Weakness :
Rasna is perceived as a drink for kids which makes its
entry into different verticals very difficult
Opportunity :
There still might be an opportunity to explore the rural
market as Rasna continues to be the cheapest drink
Threat :
The soft drink market is extremely crowded and
competitive
 Rasna- Product line
Rasna
International
• Rasna FruitPlus
• Litro
• Gofrut
• Rasna Ice Tea
• Rasna Body Fuel
• Rasna Shake Up
• Rasna #JUC
• Jucy Pet Bottles
• Rasna Fruit Cordial
• Rasna Rose Syrup
• Rasna Natural
Powder
• Rasna Pure Honey
• Rasna Vitos
Rasna
Rasna Rasna Native
Domestic Haat
• New Masala Orange • Pure Honey
• Drink Mix Range • Milk Additives
• Instant Drink Mix Powder • Rasna Native Haat
• Rush Lite • Ready to drink
• Ready To Drink
• Power Squash
• Jaljira & Nimbu Jira
• Choc-O fill Baked Snacks
• Pickles
 Rasna Marketing Communications
Advertising Strategy
Due to its smart pricing and
advertising strategy, it has been a
household name.
Based on the brand’s internal
consumer research in 2015, it had a
brand recall value of almost 99%.
Majority of the advertising has been
on TV.
Advertising Agencies
BrandBrand Ambassadors
Ambassadors
The company has had a host of Over the course of years, Rasna has
brand ambassadors. appointed 3 different advertising
agencies for their brand advertising.
Karisma Kapoor, Hrithik Roshan,
Anupam Kher, Paresh Rawal, Kapil ● Mudra Communications
Dev, Virender Sehwag and Genelia ● Dentsu
and Akshay Kumar, Kareena Kapoor ● Rediffusion Y&R
have been Rasna’s brand
ambassadors.
 “I love you Rasna” Campaign
Easy to prepare:
Target:
The campaign also
The campaign was
focused on presenting
targeted at both
rasna as a beverage that
parents and children
could easily be made by
It highlighted that 32 children as well
glasses of Rasna could
Variety:
be made from one
In print as well as TV
pack. This became the
commercials, there was an
brand’s key value
emphasis on the low cost
proposition
of the variety of flavours
that Rasna offered

The campaign was conceptualised by Mudra Communications in the early 1980s and the tagline “I love you Rasna” went on
to become an iconic one.

Mudra continued to be the brand’s creative aid till 2005 after which it was replaced by Dentsu
 Rasna – Relish a Gain
In order to keep with the changing times, Rasna decided to experiment with its tagline. In 2002, it came up with
the tagline “Relish a gain” to symbolize its health benefits and thirst quenching quality
Brand Positioning: Taste the madness

Rasna recorded a jingle in the voice of Asha Bhosle to communicate it’s strategy of “Relish a Gain” and it was
played across Radio and TV in two weeks

• In 2011, Rasna made a comeback to its original tagline of ‘I

Back to the Roots

Love You Rasna’

• The brand kept its youthful vibe alive promoting its FruitPlus
variant while keeping the focus on health benefits

• After months of R&D, Rasna realised that the kids who related
to the “I love you rasna” campaign were now all grown up and
now it needed to establish the same connection with the next
gen kids . The same was reflected in their commercials
 Life Mein Rasna Creating Stories with
Milaofy Rasna

Target Customers: With the aim to appeal to the

youths, Rasna once again changed it’s age-old
tagline, this time it tried to imbibe the millennial slang. •In 2017, joined hands with Scarecrow communications to create
The campaign is being handled by Curry Nation an adv. that would appeal to a cross-section of age group

•Rasna intended to build an emotional connect with the

Objective: With the new positioning, Rasna wanted consumers
to move out of the ‘kiddy’ drink, ‘party’ drink space.
The objective was to expand the market share
•The advertisement portrayed Rasna as a unifying factor in a
relationship
Competition: The campaign was aimed at converting
the consumers of Slice and Maaza to Rasna •The advert was heavily marketed on YouTube and has ~3.3 Mn
views
 Social Media Presence

Subscribers: 4,244 Followers: 1538

Likes: 171,203 Followers: 572

Although, Rasna didn’t do too well to

increase its awareness and followers on
social media platforms but it still continues
to post various content types to enhance
user engagement such as puzzles, contests,
etc.
 Insights from the field visit

Consumers with all types of

purchasing power

No in store promotion or
personal selling

No in-store promotion
No Personal Selling

Frequency of customer
purchase is low, Customer
base is small

Sales are highly seasonal,
Most of the sales happen
in the months of April-June
Product availability in the
market is low
Tang is the major competition for Tang has a strong distribution
Rasna. Customers across retail stores network (Mondelez India)and is
have developed a preference for readily available across the city
Tang over Rasna
Thank You!