“Ju-c”– “Keeps you active all day long

Rasna Ju-C

In May 2013, Rasna launched its first ready to drink beverage named Ju-C.

Ju-C which is positioned as a nutritionally healthy beverage having 100 per cent RDA of Vitamin C is targeted towards 8-14 years old children.

The drink has been launched in four flavors- mango, orange, apple and mixed fruit.

Ju-C is designed to be consumed not just as breakfast flavor product but as a snack as well due to its nutritional value.

Product Concept

Packaging

Pricing

Branding

• The product envisaged is a non-carbonated fruit nectar (i.e. 25% to 99% of fresh fruit or fruit concentrate) targeted at adults with a concept of health, given the added vitamins and minerals.

• Brand “Jucy” with the tag line – “Keeps you active all day long • Fortified with 21 Vitamins and Minerals”. • The 21 vitamins and minerals include Vitamin A, Vitamin B1 (Thiamin), Vitamin B2 (Riboflavin), Vitamin B3

(Niacin), Vitamin B5 (Pantothenic Acid), Vitamin B6 (Pyridoxine), Vitamin B7 (Biotin), Vitamin B9 (Folic Acid), Vitamin B12, Vitamin C, Vitamin D, Vitamin E, Calcium, Phosphorus, Iron, Potassium, Sodium, Selenium, Copper, Iodine, and Zinc.

• The packaging shall be in a 1 litre ,500ml, 300ml,& 250mlre-usable bottle with an attractive shrink sleeve wrap.

• It is anticipated that this pricing shall be well accepted in the market as competitors have priced their tetrapak at the same level.

Key Differentiators

• The key differentiators for the product are:– Packaging – The re-usable premium looking bottle shall be the key differentiator on the store

shelf.– Taste – Based on Rasna’s R&D capability, the new products shall have a superior taste, which

shall be corroborated by taste trials and focus group studies.

Rasna “Juc” - A fruit drink

• Rasna Ju-C is positioned as a healthy snack drink.

• Its advertising strategy targets kids between 8-14 years of age.

• The drink was launched by Bollywood actress Karishma Kapoor and the new Rasna girl Avan Khambatta, the daughter of Rasna’s Chairman.

www.thehindubusinessline.com, 2013

Promotion

• Rasna Ju-C is available in attractive pet bottles.

• The name of the drink is made up word with phonetics containing the words Juice and C, pronounced same as “Juicy”.

• The name also signifies the 100% RDA of Vitamin Cs by the letter C at the end.

• The logo of Ju-C comprises a big C further stressing upon its Vitamin C content.

www.thehindubusinessline.com, 2013 & www.thedelhisamachar.com, 2013

Packaging

• First Healthy juice beverages in

pet bottle for active kids

•Available in 4 flavour- Orange,

Mango, Apple and Mixed. Soon 3

more flavours will be introduced

•250 ml 300ml & 500ml for on the

go individual consumption and 1ltr

for in-home consumption

JuC Unique Trendy Pet Bottle

• Ju-C is being positioned as a nutritional snack drink.

• Its trying to capture the imagination of kids as well as the consciousness of their moms.

• Its introductory phrase is ‘Tastier, Healthier and Fun’.

Positioning

Competitive Landscape

Pet bottle 100% RDA Essential vitamins & minerals

Taste

• Better positioning in the market

• On the go drink

• Convenience• International

format

• 200 ml serving of JU-C gives daily requirement of vitamin C in a child and adult

• Vitamin c is good for building immunity in body

• Apart from Vitamin C, JU-C also has 11 other vitamins and minerals that are essential for our body

• JU-C apart from being different in its category also has an enjoyable taste.

Ju-C USP

• Each 200 ml serving of Ju-C gives you 100% Recommended Daily Allowance (RDA) of vitamin C. Vitamin C is an essential part of everyday diet; it strengthens our immunity system which protects us from infections.

100% RDA of Vitamin C

• Apart from Vitamin C, Ju-C, is packed with the power of 11 other essential vitamins and minerals which play a vital role in the development of human bodyVitamins &

Minerals

• Rasna Ju-C is filled with the choicest of fruits which lend it a tempting flavor and quality. It is a unique drink in its category which provides health benefits with natural fruit flavor.

Best of Fruits

• Ju-C understands the Indian palette very well; the same understanding is adapted practically in coming up with irresistible flavours which everyone enjoys. Ju-C is currently available in 4 flavours.Best of Taste

Key USP’s

Product Attributes

CONVENIENCE:- Ready to drink

FRESH & FRUITY:- Gives the Real Taste as that of Farm Fresh Juice

EXCELLENT SHELF VALUE:- Attractive Packing as compared to any International Brand

EXCELLENT VALUE FOR MONEY:- Quality product with a natural taste, high nutritional value and attractive packing at competitive consumer price Offers higher returns to trade than competitive brands.

250 ml PET Jar

300 ml Spout Cap

300 Ml Coconut Water, Nimbupanni & Masala Shikangi

500 ml PET Jar

1000 ml PET Jar1000 ml Pet Jar

SKU Flavour M.R.P. Box Cost of Box

200 ml Only Mango Rs.15 Rs. 360 Rs. 313 (24)

250 ml Mango Rs.18 Rs. 432 Rs. 375.6 (24)

250 ml Others Rs.20 Rs. 480 Rs. 417 (24)

300 ml All Rs.25 Rs. 600 Rs. 521 (24)

500 ml Mango Rs.34 Rs. 816 Rs. 709 (24)

500 ml Others Rs. 38 Rs. 912 Rs. 793 (24)

1 Ltr Mango Rs. 65 Rs. 780 Rs . 678 (12)

1 Ltr Others Rs. 75 Rs. 900 Rs. 782 (12)

300 ml Nimbu Pani Rs. 20 Rs. 480 Rs. 417 (24)

300 ml Masala Shikanji Rs. 20 Rs. 480 Rs. 417 (24)

Sku Detailed PricingVariants : Mango, Apple, Pineapple,

Guava, Mixed Fruit, Orange

Dabur Real Dabur Real

Activ

Rasna Ju-C

56 calSugar 13 gmVitamin C- 12.5 mg Potassium- 70 mgCalcium- 5 mgContains added sugar

48 calSugar 12 gmVitamin C-  20 mg Potassium- 86 mgCalcium- 18 mgNo added sugar

USP-Fortified with 100% RDA Vitamin C

www.fitho.com, 2013

Tropicana Minute Maid

48 calSugar 11gmVitamin C- 16 mg Potassium- 170 mg Calcium- 18 mgNo added sugar

42 calSugar 10.5 gm (no more info)Contains added sugar

Ingredients per 100ml of the drink

VARIANTS

Dabur Real Dabur Real Activ Rasna Ju-C

Orange, Pineapple, Mixed fruit, Apple, Mango, Pomegranate, Cranberry, Guava, Grape, Sweet Lime, Litchi, Peach, Plum and Apricot.

Orange, Carrot juice, Multi-fruit, Apple, Mixed Fruit Spinach-Cucumber Juice, Mixed Fruit Beetroot-Carrot Juice and Real ActiV+ fiber.

Mango, Apple, Orange, Pineapple and Mixed

www.fitho.in, 2013www.thehindu.com, 2013www.thehimalyantimes.com, 2014

Tropicana Minute Maid

Orange, Cranberry, Apple, Mixed fruit, Pineapple, Mango, Guava, Litchi, Tomato, Grape, Pomegranate and 100% Tropicana.

Pulpy Orange, Lemon, Apple, Mixed Fruit, Mango, 100% - Grape, Apple and Orange.

SKU Competitor Mrp Competitor

Rasna MRP

Mango POP Maaza/Frooti Rs. 15 Rs 15

Ju-C 250ml Tropicana/Real Rs. 20 Rs 18

Ju-C 300ml N.A. N.A. N.A

Ju-C 500ml Tropicana/Real Rs. 48 Rs 38

Ju-C 1 Ltr Tropicana/Real Rs. 90 Rs 75

Nimbu Pani Nimbooz Rs. 22 Rs 20

Masala Shikanji

Nimbooz Rs. 22 Rs 20

USP & Salient FeaturesVariants : Mango, Apple, Pineapple, Guava,

Mixed Fruit, Orange

• www.thedelhisamachar.com, 2013• www.thehindubusinessline, 2013• www.fitho.in, 2013• www.trendmonitor.com, 2014• www.euromonitor.com, 2013• http://rasnabeverages.com/fun-facts-of-ju-c• https://www.facebook.com/RasnaJuC

References

Thank you