Professional Documents
Culture Documents
RAHUL SOMASE
ROHIT DESHMUKH
Rasna is a Pioma’s Brand.
Rasna had an extremely popular advertisement tagline
i.e. “I Love You Rasna”.
In March 2002 ,Pioma announced a radial overhauling
of its strategies for Rasna brand .
Pioma launched two new brands , ‘Rasna Utsav’ &
‘Rasna Rozana’ in March 2002 .
Company allocated Rs. 160 million for Multi-media
advertisement campaign.
Rank no. 1 in the beverage category as most Trusted
Brand of India by Economic Times
One of the top 15 brands in the country
India’s most well known singer Asha Bhosle sung for Rasna .
Pioma also released music cassettes & CD’s for Rasna song .
Company also sponsored musical events across the country .
Largest Selling Concentrate manufacturing in the world with
97% Market Share
Pioma launched SDC under the brand name ‘Jaffe’ in 1976 & marketed it
with the help of voltas
Most affordable drinks available in the market i.e. 50 paisa per glass
Many popular flavours like Pineapple,Orange,Mango,Lime &
Kala Khatta,Rose as a local flavours
The madras advertising agency focused on media such as TV, radio &
print.
Strengths
Rasna-’We always ready to fight with compitition’-Mr.Khambatta.
One of the most visible advertising Featured many celebrities from the
field of entertainment and sports ,like
Hrithik Roshan, Karishma Kapoor, Paresh Rawal, Anupam Kher, Kapil Dev
Weakness
Brand recall
Rasna can also bring its international products into Indian market
Change in concept .
Hoping For A Sweet Future
Although Rasna succeeded in increasing its sales in mid-
2002,few analysts were skeptical about the long-term
success if revamping strategy. The entry of players like
Coca-Cola, Kraft Foods, Dr.Morepen Labs and Hindustan
Lever Ltd. and their financial muscle was expected to pose
tough competition for Rasna in the future.
Tendency of retailers.