Rasna IMC

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 The company is present in The company has three
brand owned by Pioma 53 countries. lines and a number of
Industries. Key statistics: products under each.
Rasna was initially launched by -Super Stockists – 200 Rasna International – 13
the Khambattas as ‘Jaffe’ and -Stockists - 5000 Rasna Domestic – 9
was only distributed regionally -Availability - 1.6 Mn Rasna Native Heat - 3
in Gujarat. 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 Competitive Landscape
Strength :
1980’s, •Presence of a solid brand image and competitive
Rasna had cornered over a 50 percent value share pricing
(and 75 percent volume share) in non-aerated drinks •Rasna was able to save 60% of the cost spent by
flavoured drinks by allowing people to add sugar to the
2004, powder concentrate
Rasna was an extremely popular beverage in the
western and southern states and it managed to Weakness :
capture 90 percent market share Rasna is perceived as a drink for kids which makes its
entry into different verticals very difficult
2010,
it captured 97% before settling at 93% in 2014 Opportunity :
There still might be an opportunity to explore the rural
market as Rasna continues to be the cheapest drink
2018,
Rasna captured ~80% of the market share and faces Threat :
fierce competition from Tang which is owned by the The soft drink market is extremely crowded and
Phillip Morris group competitive
Rasna- Product line
Rasna
Rasna Rasna Rasna Native

International Domestic Haat
• Rasna FruitPlus • New Masala Orange • Pure Honey

• Litro • Drink Mix Range • Milk Additives
• Gofrut • Instant Drink Mix Powder • Rasna Native Haat
• Rasna Ice Tea • Rush Lite • Ready to drink
• Rasna Body Fuel • Ready To Drink
• Rasna Shake Up • Power Squash
• Rasna #JUC • Jaljira & Nimbu Jira
• Jucy Pet Bottles • Choc-O fill Baked Snacks
• Rasna Fruit Cordial • Pickles
• Rasna Rose Syrup
• Rasna Natural
Powder
• Rasna Pure Honey
• Rasna Vitos
Rasna Marketing Communications
Advertising Strategy Advertising Agencies
BrandBrand Ambassadors
Ambassadors
Due to its smart pricing and The company has had a host of Over the course of years, Rasna has
advertising strategy, it has been a brand ambassadors. appointed 3 different advertising
household name. agencies for their brand advertising.
Karisma Kapoor, Hrithik Roshan,
Based on the brand’s internal Anupam Kher, Paresh Rawal, Kapil ● Mudra Communications
consumer research in 2015, it had a Dev, Virender Sehwag and Genelia ● Dentsu
brand recall value of almost 99%. and Akshay Kumar, Kareena Kapoor ● Rediffusion Y&R
have been Rasna’s brand
Majority of the advertising has been ambassadors.
on TV.
“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, Tang is the major competition for Tang has a strong distribution
Most of the sales happen Rasna. Customers across retail stores network (Mondelez India)and is
in the months of April-June have developed a preference for readily available across the city
Tang over Rasna
Product availability in the
market is low
Thank You!

Rasna IMC

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RASNA beverages

A detailed study of the

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

Rasna Rasna Rasna Native

• Rasna FruitPlus • New Masala Orange • Pure Honey

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

Love You Rasna’

Target Customers: With the aim to appeal to the

•Rasna intended to build an emotional connect with the

Subscribers: 4,244 Followers: 1538

Likes: 171,203 Followers: 572

Although, Rasna didn’t do too well to

Consumers with all types of

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