A Case Study On Rasna

Presented By:

Harshita Anand Punit Chadha Saurav Bansal

Companys Background
Started by PIOMA, an Ahmedabad based company.
The brand name changed from Jeffe to Rasna in 1979. Figured the opportunity after Coca Colas exit in 70s.

The 1st Indian company to enter the SDC market.

Hypotheses
H01: During the revamp process, the amount of money spent on the advertisements and promotional activities has been ignored. H02: The effect of international progress of the company on the domestic operations has not been taken into consideration.

Research Process

1. Exploratory Research
This research is conducted to clarify the ambiguous problems which gives better understanding of the dimensions of problems. It provides information to use in analyzing a situation In context of case - The research would help to crystallize the fact that how Rasna was actually successful in recapturing its image, in the market.

2. Descriptive Research This kind of research is used to describe characteristics of a population or a phenomenon. It helps to determine who, what, when, where and how questions.

In context of case- This form of research process would help us to know the target population and the market segmentation being done by Rasna. In this case the target population are the children and the housewives and the market is being segmented on the basis of age, taste and flavors

3. Causal Research The causal research aims at identifying the cause and effect relationships among variables.
In context of case In this case, we would approximately be taking into account the strategical changes adopted which effected the promotional activities targeting the mind set of the market and thereby revamping the companys image.

Perceived Benefits Of The New Ad Campaign

The Ad should:
Reach the target population and inform about the product. Enhance the brand awareness among the customers. Differentiate the product from that of customers in form of features and benefits. Thereby help in increasing the volumes and profits.

Promotional Activities

 Introduced Rasna for 1 Billion Indians project.

Adopted distribution strategy to reach 7 lacs retailers annually. Appointment of :
470 additional sales workers 350 cycle sale man 145 pilot sales man 500 vans for coverage of rural areas

Introduction of new tag line Relish a gain. Leaf symbol to Rasnas brand name. Participated in exhibition and fairs. Sponsored TV programs such as Spiderman. Released cassettes and CDs for the song Rasna. Launched 2 new flavors namely Rasna Yorker and Aqua to tap the world cup fever. Introduced promotional packs of Rasna Rozana priced at Rs 2/sachet.

Comments
Different promotional activities for different target population. Attacked the human emotional factor. Trading on mass and not volumes. Made it available for sections of society.