RE-BRANDING STRATEGY FOR

RASNA

Participants:Rewa Smriti Lipika BhattBhaskar TripathiPrakash PariharSoumajit Nag

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INTRODUCTION Rasna is a soft drink concentrate brand

owned by Pioma Industries which is based in Ahmedabad, India.

It was launched in mid-seventies but started gaining popularity in the eighties when the market was dominated by carbonated soft drinks like Thums up, Gold Spot and Limca.

As of 2009, Rasna had a 93% market share in the soft drink concentrate market in India and as of 2011, the company had a turnover of ₹3.5 billion (US$52 million)

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CHALLENGES FACED BY RASNA Rasna started facing tough competition

since 2003 after Kraft Foods entered the Market.

Talk of BVO (Brominated Vegetable Oil) being used for Rasna was another setback to capture the market of soft drinks.

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NEED FOR RE-BRANDING With the challenges rising in the market,

and change in perception of the buying process of the customers, Rasna felt a need to change the customers’ perception of the product.

It also felt a need to extend the market niche for this soft drink.

One strategy was to re-brand the product.

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STRATEGY FOR RE-BRANDING Change the tag-line Research the Target Clients Use Positioning and Messaging to

Capture the Brand Strategy Pricing Strategy Build Brand Identity Build Website and Online Presence Marketing Collateral Brand Building Plan

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NEW TAG LINE

“Rasna Dekh Raha Na Jaye”

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RESEARCH THE TARGET CLIENTS Extend the clients to adults in place of

just limiting it to children. Pricing will be reasonable so that rural

area people can afford it. Make it not only a soft drink but also an

energy booster that includes Energy boosters, protein, vitamin A,D,E.

Target segment is rural and urban area.

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USE POSITIONING AND MESSAGING TO CAPTURE THE BRAND STRATEGY Make Rasna a low-cost provider for soft

drinks Make it not only a summer drink, but a

drink of all seasons Introduce an organic version of Rasna Spread the message through all media

channels including social media

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PRICING STRATEGY Pricing must be done based on a fair

margin of the Rasna’s new Rebranded product for both urban as well as rural market appraisal.

Launch products at interesting price points like Re.1, Rs.5, Rs.10,Rs.15, Rs.20 to Rs 85. The brand needs to come out with smaller packs, Sachets and a packaging innovation like Rasna Sticks at Rs 5.

These price points will act as a strong entry barrier for the competing brands.

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BUILD BRAND IDENTITY Change the logo for Rasna

Introduce the packing in different colors

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BUILD BRAND IDENTITY… Introduce different flavours

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BUILD WEBSITE AND ONLINE PRESENCE A website and the online presence are

the heart of any product. Make an impactful online presence built

on the framework of messaging structure.

https://www.rasnainternational.com/

Make a full presence of the positioning.

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MARKETING COLLATERAL Develop all of the marketing materials

that need to be communicated for the brand and services messages.

Use pitch decks, proposal templates, brochures, one-sheet fliers and trade show booths.

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BRAND BUILDING PLAN Develop the plan to promote and

strengthen the new brand. Making the Rebranded brand reach the

wide market by making the promotional activities.

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BRAND BUILDING PLAN… Print Advertising. Guerilla Advertising of Rasna Rebranded

products. Broadcast Advertising. Outdoor Advertising. Public Service Advertising. Product Planning Advertising. Cell Phone and Mobile Advertising. Online Advertising.

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Thank You