Abstract

Pioma Industries, known for its Rasna SDC brand, decided to make its entry into the ready-to-drink beverages market. It believed that adding new products to existing product range would improve its sales. The case elucidates how Rasna entered the ready-to-drink beverages business despite being market leader in the SDC business.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the entry of Rasna into the ready-to-drink market.
• Understand the challenges that the Rasna brand is likely to face in the ready-to-drink beverages market.

Keywords

Rasna, Beverages, Foods, Entry Strategies, New Markets, Soft drinks, Brand Extension, Healthy, Product Line, Me-too, Product range, Soft drink concentrate, Mass market