Abstract

The case examines the market revamping exercise undertaken by Rasna Ltd., manufacturer of the leading soft-drink concentrate brand Rasna, in the Indian market. The case provides a detailed account of how the company built up the preparatory drink segment in the Indian beverages market by focusing on distribution, promotion and advertising. The problems faced by Rasna in the late 1990s that led to the decision of a marketing strategy overhaul have been examined. One of the revamping strategies of Rasna, in terms of new product launches, segmentation, pricing and advertising have also been discussed.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Dynamics of the soft drink concentrate business in the Indian beverages market.

Keywords

Market, revamping exercise, Rasna Ltd., soft-drink, concentrate, Rasna, Indian market, preparatory drink , Indian beverages, focusing, distribution, promotion, advertising, Rasna, 1990, marketing strategy, new product launches, segmentation, pricing, advertising