2. Rasna is a soft drink concentrate brand
owned by Pioma Industries which is based in
Ahmedabad, India.
It was launched in mid-seventies but started
gaining popularity in the eighties when the
market was dominated by carbonated soft
drinks like Thums up, Gold Spot and Limca.
As of 2009, Rasna had a 93% market share in
the soft drink concentrate market in India
and as of 2011, the company had a turnover
of ₹3.5 billion (US$52 million)
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3. Rasna started facing tough competition since
2003 after Kraft Foods entered the Market.
Talk of BVO (Brominated Vegetable Oil) being
used for Rasna was another setback to
capture the market of soft drinks.
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4. With the challenges rising in the market, and
change in perception of the buying process of
the customers, Rasna felt a need to change
the customers’ perception of the product.
It also felt a need to extend the market
niche for this soft drink.
One strategy was to re-brand the product.
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5. Change the tag-line
Research the Target Clients
Use Positioning and Messaging to Capture the
Brand Strategy
Pricing Strategy
Build Brand Identity
Build Website and Online Presence
Marketing Collateral
Brand Building Plan
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7. Extend the clients to adults in place of just
limiting it to children.
Pricing will be reasonable so that rural area
people can afford it.
Make it not only a soft drink but also an
energy booster that includes Energy
boosters, protein, vitamin A,D,E.
Target segment is rural and urban area.
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8. Make Rasna a low-cost provider for soft
drinks
Make it not only a summer drink, but a drink
of all seasons
Introduce an organic version of Rasna
Spread the message through all media
channels including social media
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9. Pricing must be done based on a fair margin
of the Rasna’s new Rebranded product for
both urban as well as rural market appraisal.
Launch products at interesting price points
like Re.1, Rs.5, Rs.10,Rs.15, Rs.20 to Rs 85.
The brand needs to come out with smaller
packs, Sachets and a packaging innovation
like Rasna Sticks at Rs 5.
These price points will act as a strong entry
barrier for the competing brands.
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10. Change the logo for Rasna
Introduce the packing in different colors
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12. A website and the online presence are the
heart of any product.
Make an impactful online presence built on
the framework of messaging structure.
https://www.rasnainternational.com/
Make a full presence of the positioning.
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13. Develop all of the marketing materials that
need to be communicated for the brand and
services messages.
Use pitch decks, proposal templates,
brochures, one-sheet fliers and trade show
booths.
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14. Develop the plan to promote and strengthen
the new brand.
Making the Rebranded brand reach the wide
market by making the promotional activities.
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15. Print Advertising.
Guerilla Advertising of Rasna Rebranded
products.
Broadcast Advertising.
Outdoor Advertising.
Public Service Advertising.
Product Planning Advertising.
Cell Phone and Mobile Advertising.
Online Advertising.
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