PRESENTATIONON

BEVERAGES INDUSTRY

Submitted by:Prastut Maurya

BEVERAGE

What is beverage? Any portable drink is beverage. Beverage comes from Latin word

‘bever’ it means rest after work.

Beverage gives energy and make our body refresh.

TYPES OF BEVERAGES

There are two types of beverage. Non alcoholic beverages. Alcoholic beverages. Non alcoholic beverages- As the name

suggest these are without alcohol.Alcoholic beverages- These are with alcohol.

TYPES OF NON ALCOHOLIC BEVERAGES

There are different types of alcoholic beverages Nourishing beverages Stimulating beverages Refreshing beverages

ALCOHOLIC BEVERAGES

• FermentedWines, Beers

• DistilledWhisky, Rum, Vodka Brandy, Tequila

• CompoundGin, Liqueurs, Bitters

FERMENTED BEVERAGES

• Wines: These are the beverages which are made by the fermentation of grapes.

• They can be red wine, white wine, rose wine or sparkling wine. the alcoholic contents of wines are 9 to 22 %.

• Beers: They are also fermented beverages but not matured in casks. They are made by barley.

• The alcoholic % is 4 to 8 % in beers.

DISTILLED BEVERAGES

• These are made by distillation of various cereals like oat, wheat, barley, grains etc.

• The alcoholic % of these beverages are 40 to 50.

• 1 ml alcohol gives 7 calorie to our body. • They are whisky, vodka, rum, brandy and

tequila. Each drink has its own characteristic, flavor, taste, aroma. Tequila is considered highly alcoholic % drink.

• Cocktails are mixture of alcoholic beverages.

COMPOUND BEVERAGES

• They are flavored drinks of herbs, barks, fruits, seeds, spices. The method is same like distillation but we add flavor by mecessration, steeping, percolation method.

• They are gin, bitters and liqueurs.

MORE FRUIT MORE ENERGY

RASNA BEVERAGES

• Chairman & M.D. : Mr. Piruz Khambatta• Establishment Year : 1976• Nature of Business : Soft drinks• Manufacturer : Pioma Industries

RASNA BEVERAGES

• Rasna is a brand owned by Pioma Industries which introduced and nurtured the concept of soft drinks concentrate (SDC) in Indian market .

• It was the first brand in the country that provided consumers real fruit like flavor & taste .

RASNA-ACHIVEMENTS

• Rasna is proud to receive the Superior Taste Award 2008 instituted by The International Taste & Quality Institute, Belgium.

• Rank no.1 in the beverage category as Most Trusted Brand of India by Economic Times.

• Cola Cola – introduced as a non aerated cola at Re.0.50 per glass for the first time in the world.

• Rasna claims 97.2% market share in non carbonated soft drink concentrate powder.

OFFICES IN INDIA

• Ahmedabad • Delhi • Mumbai • Chennai • Kolkata

PROMOTION OF RASNA

• Communication :- Through attractive banners, posters , news papers etc.

• Activities promotion• Outdoor • TV channels • Celebrity promotion

RASNA JU-C PRODUCT

• JU-C which is positioned as a nutritionally healthy

beverage having 100 % RDA (recommended dietary allowance) of Vitamin C is The drink has been launched in four flavours –

–Mango–Orange–Apple–Mixed Fruit

PLACING

• The product launched in May 2013 by Karishma Kapoor.

• The beverage has been launched in Delhi and NCR

• It will be launched in the rest of the country in phases, Starting with the North, the biggest market for food-based drinks, West, South, and East.

• The company plans to make the product available in all markets having a population greater than 1 lakh

STRATEGY OF RASNA

250 ml at Rs. 18

1-litre at Rs. 65 for mango ( Rs. 75 for the other

flavours.) JU-C has been launched in a pet-bottle to

increase the brand’s appeal among kids, There is currently no other kids’ brand

offering a pet bottle. It’s philosophy is simple — “innovate and

be a leader on the product platform.”

Targeted towards 8-14 yrs children. Schools, college campuses & university

locations, convenience stores, all stores including entertainment venues.

No longer breakfast table products but are also consumed as snacks

The campaign will hit the market in mid-May 2013 and will be primarily be led by outdoor communication, print and radio.

For Ju-C, Rasna is targeting at achieving a turnover of Rs. 400 crores and a market share of 4-4.5 % in 3 years.

TARGETTING

Dabur’s- Real Juice Pepsico’s- Tropicana, Slice, Coca- cola’s- Fanta, Mazza Orange,

Mazza Pineapple, Parle’s- Frooti

COMPETITORS OF RASNA