PinnAcleAkshay AgarwalVinay PasariJagdeep SinghManvir Maanshahia

Background• Rasna is a soft drink concentrate, owned by Pioma Industries,

started in 1976 based in Ahmedabad India.• It was first started under the name “Jaffe” in 1976 and

marketed with the help of Voltas and later the name was changed to Rasna in 1979.• It was the first company which introduced the flavored

concentrated drink for consumers in market.• In 2001, company claimed 93% market share in non-

carbonated Soft Drink Concentrate(SDC). Now declining at an average of 7%• Rasna is the most affordable drink available in the market.

Product LineCurrent product line includes :

• Fruit Fun• Fruit Plus• Rush• Shake up • Squash

Competitors• Kraft Food’s Tang

• Sunfill by Coca-Cola

• Non-carbonated soft drinks like Frooti, Maza, Slice

Strengths:

1. Effective Sales and Distribution network

2. Strong brand name3. Affordability4. Available in different flavors5. Taste

Weakness:

1. Targeted Children2. Complexity in preparing3. Seasonal products4. Declining demand

Opportunities:

1. High market potential2. Concentration on rural market3. Increasing health awareness

Threats:

1. Change in concept 2. Strong market players

SWOT ANALYSIS

Proposed Strategy

Branding

MAKES YOU

INVINCIBLE

Transition to low-calorie Energy drink• Targets people who are health/calorie conscious.

• Fruit based healthy beverage.

• Niche market for non-carbonated low calorie energy drinks.

Segmentation, Targeting, Positioning

Demographic Analysis

Age 15-35 • Young & calorie conscious

customers• health conscious women

Psychographic AnalysisFeatures, • TasteAttitudes to Social Change: e.g. Conservatives, upmarket

Behavioral analysisOccasionsUser Status: e.g. regular, first timers etc.User rate: regular, heavy etc.Loyalty status: hardcore loyalist switchers

Geographical Analysis

URBAN POPULATION

Segmentation• Age group: 15 to 35• Health conscious people• College students, working class people• Athletics and gymnasts• Women • Youth

CARBONATED SOFT DRINK

ENERGY DRINKFRUIT JUICES

CONCENTRATE SOFT DRINK

Positioning• Target segment: Gymnasts, Athletics, Women • Point of difference: Low calorie, non-carbonated, fruit flavored drink

• Frame of reference: Redbull, Cloud9, Burn

LEVERS OF MARKETINGProduct:

• Natural Fruit Based

• Various Flavors.• No Caffeine

Promotion• Pull strategy• Aggressive

advertising

Place• Urban, metropolitan

cities• Efficient

distribution

Price• Competitively

priced• Rs 15 for 200ml

pack

4 P’s

Channels of DistributionCompany Depot in

major cities

SuperStockist

SuperStockist

WholesalerRetailer

Retailer

Retailer

RetailerSub-

Stockist Sub-

Stockist

Sub-Stocki

st

Retailer Retailer

Wholesaler

Proposed Plan1 year plan• Promote the product and attain significant market

share.• Low margins and promotional offers to distributors.• Pull based strategy5 year Plan• Push based strategy• Increase margins by increasing sales volume

Thank You