The brand Rasna is owned by Pioma industries, that introduced the concept of soft drink concentrates (SDC), a segment that had been created and nurtured by the company in the Indian beverages market. During the introduction period the company launched it under the brans name, jaffe and it marketed with the help of voltas. Then it changed its name to Rasna in the year 1979. It was the first brand in the country that provided consumers real fruit-like flavor and taste
Strategies:
Rasna’s extremely popular advertisements with the tagline, ‘I love you Rasna,’ had become an integral part of the Indian advertising.
The company also had a efficient sales and distribution network across the country so that the product is available for the target audience. It also employed extra sales force during summer season to match the demand.
The company emphasizing to increase the number of segments to make Rasna products more affordable to larger various sections of society and extended its strategy of Rasna being a mass drink to its global markets.
The company focused on multi-media advertising and promotion, wherein an effective marketing strategy was adopted to communicate the brand message, using the different media such as TV, radio and print. Mudra Communications, a leading advertising agency, undertook the advertising and promotional activities.
Product lines were categorized into two brands Rasna Utsav, an improvement over Rasna SDC, targeted the lower income group in rural markets and Rozana, a mix and serve powdered drink (no need to add sugar) targeted the convenience seeking semi-urban and urban consumers.
A new ‘leaf’ symbol was added to the Rasna brand name, to get the new distinct identity and to increase brand awareness in the rural market.
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