This document summarizes a study on the effectiveness of Rasna Beverage's distribution channel. The objectives were to understand consumer and retailer purchase willingness of Rasna Ju C and identify conflicts across distribution levels. Data was collected through surveys in Kanpur and Lucknow. Key findings included orange as the most popular flavor and Real and Tropicana as top brands. Gaps like irregular representative visits and lack of retailer incentives were identified. Recommendations included improving schemes, increasing brand awareness through promotions, and evaluating placement of discounts.

1. Rasna Beverage
Vatsal Srivastava
124
1
To Study the Effectiveness of
Distribution Channel in Rasna
Beverage

2. ndustry Background & Company Profile
Beverage Industry
The brand Rasna is owned by Pioma industries
Dominates the powder drinks with about 80% market share
Rasna received the Superior Taste Award 2008 by The International Taste &
Quality Institute
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3. Cont…
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 1976-: Introduced under the brand name "JAFFE"
 1979-: Brand name change to "RASNA"
 1980-1990-: Ruled the market by the tag line "I LOVE U
RASNA"
 1993- : Decline in sale due to the entry of competitors i.e. Coca-cola
 1996-: Launched Rasna international & Rasna royal drink
 2013-: Rasna enter ready to drink beverage segment with the brand
name ”RASNA JU-C"

4. Project Title and objectives
Title:
To Study the Effectiveness of Distribution Channel in Rasna Beverage
Objectives:
 Objective 1:
To find out the consumer’s purchase willingness about Rasna Ju C
 Objective 2:
To find out the retailer’s purchase willingness about Rasna Ju C
 Objective 3:
To find out the conflicts among distribution levels
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5. Work Performed
 Work done:
Sampling, Retailing, Feedback collection (Individual and in team )
 Location: Kanpur and Lucknow
 Data collection:
Primary data: Responses through questionnaires and interviews
Secondary data: Through Internet
 Statistical tools used
Multiple regression based on survey through questionnaires and analyzed using
SPSS
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6. Project Observations/ Findings
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18%
15%
15%
22%
2%
4%
24%
FLAVOR
PREFERENCE
Orange Apple Pine Apple
Mango Litchi Guava
Mixed Fruit
40%
32%
9%
3%
16%
Brand Preference
Real Tropicana
Fresco Rasna Ju C
Others

7. Cont…
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14%
74%
9%
3%
Monthly consumption of Juice
0-3 litres 4-6 litres
7-9 litres 10 and above litres
Family
(1 Lt)
70%
Individu
al(200/2
50 ml)
30%
Package size of the
juice

8. Cont…
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9. Competitive Analysis
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10. Strategy Canvas
10
0
1
2
3
4
5
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Real Tropicana Rasna Ju C

11. Conflicts among distribution channel
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Conflicts between super stockist and distributor
•Not facilitate any schemes for the distributor from the SS
Conflicts between distributor and retailer
•TSM assures distributor for adjustment of scheme product cost in next order or
by claim
•TSM offers retailer to sell on scheme(2+1) at low price also when product is
near expiry
• TSM also assures retailer for expiry product replacement

12. Cont…
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13. Gaps identified & Recommendation
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•Gap 1: Irregular visit of public service representative
Recommendation: Weekly visit
•Gap 2: No proper scheme for expiry product replacement
Recommendation: Monthly collect the expiry product
•Gap 3: Lack of retailer incentive programs
Recommendation: Loyalty programs(Diamond, Gold, Silver) , offer
Discount, travel trip and gifts

14. Gaps identified & Recommendation
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•Gap 4: Lack of brand awareness among the customers
Recommendation: Promotional activities(coupons,
sampling, contests and Sweepstakes) ,advertisement( holdings,
pumplets, advertisement on TV)
•Gap 5 : Lack of proper placement of schemes and discounts
Recommendation: Occasional scheme, Seasonal scheme

15. Learnings
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• Distribution channel
• Product portfolio management
• Consumer preferences
• Promotional schemes and other activities

16. 16
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