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Commenting on the advertisement campaigns Sachin Kamath, Accounts Director, Mudra Communications said, "We changed the advertising strategy to include every age group and every section of the society. 'Relish a Gain' concept has been created in Hindi as a song, which covers the total range of products to focus on Rasna's values in different moments of life." According to company sources, the message expected to be conveyed through the advertisements was, "Whenever you feel like celebrating, drink Rasna". Special emphasis was laid on its affordability and value-for-money. Moreover, its product lines were categorized into two brands (Rasna Utsav and Rasna Rozana) so as to effectively target different consumer segments in India.
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While Utsav, an improvement over Rasna SDC, targeted the lower income group in rural markets, Rozana, a mix and serve powdered drink (no need to add sugar) targeted the convenience seeking semi-urban and urban consumers. Rasna relaunched Rasna International as well under the sub-brand, Rozana Fruit Booster. Fruit Booster was aimed at competing with Sunfill and Tang (both pre-sweetened powdered soft drinks), serving the upper end of the market (See Table I for Rasna's new brand profile). In addition, a completely new identity, a new 'leaf' symbol was added to the Rasna brand name. Commenting on this, Khambatta said, "Apart from talking about the core values of Rasna, we also wanted a symbol for Rasna so that the product gets distinct visibility. |
We want the consumers to identify Rasna from the image of the leaf." Since the company planned to focus on rural markets, it felt that the product awareness could be best created by means of a symbol and hence the leaf (with red and green background) was chosen as the brand symbol. All the new brands were enriched with vitamins and ingredients to render instant energy.
Commenting on the launches Khambatta said, "With the launch of the Rozana line, we are reiterating our commitment to providing a health gain to our consumers. The products in the Rozana line contain Fruit Powder, Glucose/lactose, Vitamin A, C, B2, B6 as well as Niacin, Folic Acid, Calcium and Phosphorus, making it one of the healthiest and most refreshing soft drinks available. Cutting across all segments, Rasna has also ensured that the Rozana line is affordable to all sections of society."
Case Code : MKTG025
Themes: Marketing Mix
Case Length : 11 Pages
Period : 1995-2002
Organization : Pioma Industries Ltd
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Food, Beverages and Tobacco
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