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Indirect competition
Closest competitor to JU-C from other
category of juices is from Slice,Maaza
and Frooti
•Slice is relaunched by PepsiCo in 2008
with Aamsutra Campaign
•Tagline: Ab rang barsega
•Brand Ambassador: Katrina Kaif
•Maaza is launched by Coca-cola
•Tagline: Maaza lao Aam ki pyas bujayo
•Brand Ambassador: Parineeti Chopra,Imran Khan
•Frooti was launched by Parle agro in 1985
•Tagline: Mago Frooti, Fresh n juicy•Brand Ambassador: Shahrukh Khan
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Taste
24%
Artificial/O
riginal fruit
17%Price
17%Packaging
12%
Brand
Name
17%
Ease of use
13%
Important Attributes People
look for
More than
once a week
35%
Once a
month
20%
Once in two
weeks
30%
Rarely
15%
Frequency of consumption
Understanding the Customer
Mapro
5%Minute maid
5%
Rasna fruit plus
10%
Real
35%
Tropicana
15%
Mano Drink
30%
Preference of brand
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Understanding the Customer
Health
benefits
46%
Taste
23%
Thirst
quencher
31%
RTD Segment. Why?
After Lunch
or dinner40%
Breakfast
30%
When
outside and
thirsty30%
When do you consume Juice
Any
20%
Ready to
drink
65%
Squash
15%
Drink Type Preference
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Findings and InsightsReal enjoys highest
market share(35%)followed by Mangobased drink(30%)
and Tropicana(15%)
Consumers preferJuice over
synthetic fruitdrink
65% preferred Readyto Drink type ofbeverage overpowder based
Convenience is amajor factor whilemaking purchase
decision
Important attributestaste(24%) followedby price, brand and
Natural content(17% each)
Consumers wantsuperior products
in all aspects whenit comes to F&B
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Findings and Insights
In RTD Juice segment,
consumers attributedhighest weightage to
Taste(24%) followed byNatural content(21%)
Consumers are
getting healthconscious and are
demanding Naturalproducts
60% of the consumerssaid they will try
another RTD brand ifavailable
Although many willtry an alternativebrand, there arebrand loyalist for
Real and Tropicana
Only 30% of peopleconsume juice as an
alternative for
tea/coffee
Many consumersneed to be educatedabout product usage
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• Increase penetration via distribution in
tier 2, tier 3 cities and rural areas
• Sell small Rs. 2 packets in the rural market
• Encourage use of Rasna over Nimbu Pani in
this market
• Make product available in maximum stores all
over India during four months summer.
(Increase distribution reach during summer)
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Segmentation
Targeting
Positioning
• Position it as a health drink for youth
• Change Tagline as – ‘We Love You
Rasna’
Undifferentiated Marketing Strategyfocusing towards Rasna JU-C targeted
towards the youth
• Geographic: Tier 1 and Tier 2 Cities
• Demographic: Drink for the youth
• Psychographic: Morning and EveningDrink
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PRICING AND SIZING
To increase penetrationin rural areas
• Go for smaller PET bottles(Smaller bottle size lessprice)
• Introduce reusable glassbottles that are used by majorcompetitors for Dhabas, etc.
(Low price point for Rs.10 orbelow)
To increase penetrationin urban areas
• Introduce tetrapack priced atgoing market rate (bycompetitors)
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Place
• Target Tier I & Tier II cities.
• Supermarkets, departmental stores, kirana shops
• College & office canteens, metro & bus stops
• First moment of truth – right beside Tropicana & Real fruit juices
• Aggressive placement strategy
Promotion
• Association with brand Rasna to leverage brand equity
• Suresh Raina as brand ambassador• Aggressive ATL communication – chiefly on TV &
internet
• Campaigns & events in schools & colleges, sports clubs
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End Consumer
• Parents
• Children andteenagers
• Elderly
• Athletes
•Singles
Opinion Leader
• Doctors
• Nutritionist• NGOs
• Healthcare fraternity
TARGET AUDIENCE
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• To induce trials
• Recommendation and endorsement by
healthcare professionals
• Capturing existing market share from Real
and Tropicana
OBJECTIVE
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Communication mix
• TV – Promote concept of juice in India
• Interviews – Nutritionists), famous gyminstructors (Micky Mehta) Advertising
• Tasting and Sampling in malls
• Trial offers at POS
• Sporting eventsSales promotion
& POS promotion
• Articles in Times Wellness and local/nationalmagazines regarding benefits of Juice overtea/coffee
• Nutritionist camps to promote healthy living
• TV interviews with health experts in India
Public relationsand print
advertisement
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- Aimed at increasingthe current fans,
followers andsubscribers
- Communicating brandnews and development
Community Buildingand Engagement
- Running a twittercampaign to gaugeRasna’s place in itsaudience life
e.g We know you love
us, and we would wantto know your reasons ,so tweet with#IloveRasnaBecause
- Ensure followerloyalty and advocacyby particular eventse.g. Loyal fans on
twitter to be invited toRasna events withbrand ambassadors
-Content focus moreon images onFacebook
-Using AIDA basedapproach to use of
contente.g Had a tiring day atwork? Enjoy a JU-CRasna now :D(followed by a pic ofRasna glass)
- Use tagging basedmechanism to appearon fans feeds
e.g Tag your friendsand get a chance todrink JU-C with Raina !
-Aim to increasesubscribers and shares
- Content of videos canbe linked to updates ofother social media
channels to increaseonline engagement
e.g. (Video of Raina)Follow Raina on his JU-C training schedule bysubscribing for updates
- Asking users tosubmit videos of theirRasna moments withthem speaking I Love
You Rasna
YouTube
Social Media Utilisation
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Digital Marketing - Website
Positives:
• Faster Loading Time• Appealing Look
• Very informative site
Recommendations:
• Revamping website and giving it a more modernfeel
• Making website more interactive and user-
friendly
• Making a mobile-friendly version of the site
• Adding recipes and usage ideas for Rasna Ju-C
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Digital Marketing –
Rasna Champs
An initiative by Rasna – India’s
first ever online talent hunt
Steps:
• Login Upload Talent Get Max
comments Become Champ
Recommendations:
• Competitions on the portal to promoteJu-C
• Competitions aiming at teenagers andYA
• Mobile-friendly version of the talent
hunt to make uploading simpler• Promotion on Social Media and
Children’s TV Channels
• Change to comments site to a socialmedia site (Ex. Facebook)
• More descriptive link to portal
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