Beverages-Rasna
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PRESENTATIONON
BEVERAGES INDUSTRY
Submitted by:Prastut Maurya
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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.
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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.
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TYPES OF NON ALCOHOLIC BEVERAGES
There are different types of alcoholic beverages Nourishing beverages Stimulating beverages Refreshing beverages
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ALCOHOLIC BEVERAGES
• FermentedWines, Beers
• DistilledWhisky, Rum, Vodka Brandy, Tequila
• CompoundGin, Liqueurs, Bitters
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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.
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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.
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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.
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MORE FRUIT MORE ENERGY
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RASNA BEVERAGES
• Chairman & M.D. : Mr. Piruz Khambatta• Establishment Year : 1976• Nature of Business : Soft drinks• Manufacturer : Pioma Industries
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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 .
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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.
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OFFICES IN INDIA
• Ahmedabad • Delhi • Mumbai • Chennai • Kolkata
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PROMOTION OF RASNA
• Communication :- Through attractive banners, posters , news papers etc.
• Activities promotion• Outdoor • TV channels • Celebrity promotion
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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
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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
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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.”
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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
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Dabur’s- Real Juice Pepsico’s- Tropicana, Slice, Coca- cola’s- Fanta, Mazza Orange,
Mazza Pineapple, Parle’s- Frooti
COMPETITORS OF RASNA
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