Rasna Final

8/11/2019 Rasna Final

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Indirect competition

Closest competitor to JU-C from other

category of juices is from Slice,Maaza

and Frooti

•Slice is relaunched by PepsiCo in 2008

with Aamsutra Campaign

•Tagline: Ab rang barsega

•Brand Ambassador: Katrina Kaif

•Maaza is launched by Coca-cola

•Tagline: Maaza lao Aam ki pyas bujayo

•Brand Ambassador: Parineeti Chopra,Imran Khan

•Frooti was launched by Parle agro in 1985

•Tagline: Mago Frooti, Fresh n juicy•Brand Ambassador: Shahrukh Khan



Taste

24%

Artificial/O

riginal fruit

17%Price

17%Packaging

12%

Brand

Name

17%

Ease of use

13%

Important Attributes People

look for

More than

once a week

35%

Once a

month

20%

Once in two

weeks

30%

Rarely

15%

Frequency of consumption

Understanding the Customer

Mapro

5%Minute maid

5%

Rasna fruit plus

10%

Real

35%

Tropicana

15%

Mano Drink

30%

Preference of brand



Understanding the Customer

Health

benefits

46%

Taste

23%

Thirst

quencher

31%

RTD Segment. Why?

After Lunch

or dinner40%

Breakfast

30%

When

outside and

thirsty30%

When do you consume Juice

Any

20%

Ready to

drink

65%

Squash

15%

Drink Type Preference



Findings and InsightsReal enjoys highest

market share(35%)followed by Mangobased drink(30%)

and Tropicana(15%)

Consumers preferJuice over

synthetic fruitdrink

65% preferred Readyto Drink type ofbeverage overpowder based

Convenience is amajor factor whilemaking purchase

decision

Important attributestaste(24%) followedby price, brand and

Natural content(17% each)

Consumers wantsuperior products

in all aspects whenit comes to F&B



Findings and Insights

In RTD Juice segment,

consumers attributedhighest weightage to

Taste(24%) followed byNatural content(21%)

Consumers are

getting healthconscious and are

demanding Naturalproducts

60% of the consumerssaid they will try

another RTD brand ifavailable

Although many willtry an alternativebrand, there arebrand loyalist for

Real and Tropicana

Only 30% of peopleconsume juice as an

alternative for

tea/coffee

Many consumersneed to be educatedabout product usage





• Increase penetration via distribution in

tier 2, tier 3 cities and rural areas

• Sell small Rs. 2 packets in the rural market

• Encourage use of Rasna over Nimbu Pani in

this market

• Make product available in maximum stores all

over India during four months summer.

(Increase distribution reach during summer)



Segmentation

Targeting

Positioning

• Position it as a health drink for youth

• Change Tagline as – ‘We Love You

Rasna’

Undifferentiated Marketing Strategyfocusing towards Rasna JU-C targeted

towards the youth

• Geographic: Tier 1 and Tier 2 Cities

• Demographic: Drink for the youth

• Psychographic: Morning and EveningDrink



PRICING AND SIZING

To increase penetrationin rural areas

• Go for smaller PET bottles(Smaller bottle size lessprice)

• Introduce reusable glassbottles that are used by majorcompetitors for Dhabas, etc.

(Low price point for Rs.10 orbelow)

To increase penetrationin urban areas

• Introduce tetrapack priced atgoing market rate (bycompetitors)



Place

• Target Tier I & Tier II cities.

• Supermarkets, departmental stores, kirana shops

• College & office canteens, metro & bus stops

• First moment of truth – right beside Tropicana & Real fruit juices

• Aggressive placement strategy

Promotion

• Association with brand Rasna to leverage brand equity

• Suresh Raina as brand ambassador• Aggressive ATL communication – chiefly on TV &

internet

• Campaigns & events in schools & colleges, sports clubs



End Consumer

• Parents

• Children andteenagers

• Elderly

• Athletes

•Singles

Opinion Leader

• Doctors

• Nutritionist• NGOs

• Healthcare fraternity

TARGET AUDIENCE



• To induce trials

• Recommendation and endorsement by

healthcare professionals

• Capturing existing market share from Real

and Tropicana

OBJECTIVE



Communication mix

• TV – Promote concept of juice in India

• Interviews – Nutritionists), famous gyminstructors (Micky Mehta) Advertising

• Tasting and Sampling in malls

• Trial offers at POS

• Sporting eventsSales promotion

& POS promotion

• Articles in Times Wellness and local/nationalmagazines regarding benefits of Juice overtea/coffee

• Nutritionist camps to promote healthy living

• TV interviews with health experts in India

Public relationsand print

advertisement



- Aimed at increasingthe current fans,

followers andsubscribers

- Communicating brandnews and development

Community Buildingand Engagement

- Running a twittercampaign to gaugeRasna’s place in itsaudience life

e.g We know you love

us, and we would wantto know your reasons ,so tweet with#IloveRasnaBecause

- Ensure followerloyalty and advocacyby particular eventse.g. Loyal fans on

twitter to be invited toRasna events withbrand ambassadors

Twitter

-Content focus moreon images onFacebook

-Using AIDA basedapproach to use of

contente.g Had a tiring day atwork? Enjoy a JU-CRasna now :D(followed by a pic ofRasna glass)

- Use tagging basedmechanism to appearon fans feeds

e.g Tag your friendsand get a chance todrink JU-C with Raina !

Facebook

-Aim to increasesubscribers and shares

- Content of videos canbe linked to updates ofother social media

channels to increaseonline engagement

e.g. (Video of Raina)Follow Raina on his JU-C training schedule bysubscribing for updates

- Asking users tosubmit videos of theirRasna moments withthem speaking I Love

You Rasna

YouTube

Social Media Utilisation



Digital Marketing - Website

Positives:

• Faster Loading Time• Appealing Look

• Very informative site

Recommendations:

• Revamping website and giving it a more modernfeel

• Making website more interactive and user-

friendly

• Making a mobile-friendly version of the site

• Adding recipes and usage ideas for Rasna Ju-C



Digital Marketing –

Rasna Champs

An initiative by Rasna – India’s

first ever online talent hunt

Steps:

• Login Upload Talent Get Max

comments Become Champ

Recommendations:

• Competitions on the portal to promoteJu-C

• Competitions aiming at teenagers andYA

• Mobile-friendly version of the talent

hunt to make uploading simpler• Promotion on Social Media and

Children’s TV Channels

• Change to comments site to a socialmedia site (Ex. Facebook)

• More descriptive link to portal

Documents

Rasna Final