Rasna_final

Report
Indirect competition
Closest competitor to JU-C from other
category of juices is from Slice,Maaza
and Frooti
•Frooti was launched by Parle agro in 1985
•Tagline: Mago Frooti, Fresh n juicy
•Brand Ambassador: Shahrukh Khan
•Maaza is launched by Coca-cola
•Tagline: Maaza lao Aam ki pyas bujayo
•Brand Ambassador: Parineeti Chopra,
Imran Khan
•Slice is relaunched by PepsiCo in 2008
with Aamsutra Campaign
•Tagline: Ab rang barsega
•Brand Ambassador: Katrina Kaif
Important Attributes People
look for
Ease of use
13%
Taste
24%
Brand
Name
17%
Packaging
12%
Frequency of consumption
Price
17%
Rarely
15%
Once in two
weeks
30%
Artificial/O
riginal fruit
17%
More than
once a week
35%
Once a
month
20%
Preference of brand
Mapro Minute maid
5%
5%
Rasna fruit plus
10%
Mano Drink
30%
Tropicana
15%
Real
35%
Understanding the Customer
RTD Segment. Why?
Thirst
quencher
31%
Health
benefits
46%
Taste
23%
When do you consume Juice
When
outside and
thirsty
30%
After Lunch
or dinner
40%
Breakfast
30%
Drink Type Preference
Squash
15%
Any
20%
Ready to
drink
65%
Understanding the Customer
Findings and Insights
Real enjoys highest
market share(35%)
followed by Mango
based drink(30%)
and Tropicana(15%)
Consumers prefer
Juice over
synthetic fruit
drink
65% preferred Ready
to Drink type of
beverage over
powder based
Convenience is a
major factor while
making purchase
decision
Important attributes
taste(24%) followed
by price, brand and
Natural content
(17% each)
Consumers want
superior products
in all aspects when
it comes to F&B
Findings and Insights
In RTD Juice segment,
consumers attributed
highest weightage to
Taste(24%) followed by
Natural content(21%)
Consumers are
getting health
conscious and are
demanding Natural
products
60% of the consumers
said they will try
another RTD brand if
available
Although many will
try an alternative
brand, there are
brand loyalist for
Real and Tropicana
Only 30% of people
consume juice as an
alternative for
tea/coffee
Many consumers
need to be educated
about product usage
• Increase penetration via distribution in
tier 2, tier 3 cities and rural areas
• Sell small Rs. 2 packets in the rural market
• Encourage use of Rasna over Nimbu Pani in
this market
• Make product available in maximum stores all
over India during four months summer.
(Increase distribution reach during summer)
• Geographic: Tier 1 and Tier 2 Cities
Segmentation
• Demographic: Drink for the youth
• Psychographic: Morning and Evening
Drink
Targeting
Undifferentiated Marketing Strategy
focusing towards Rasna JU-C targeted
towards the youth
• Position it as a health drink for youth
Positioning
• Change Tagline as – ‘We Love You
Rasna’
PRICING AND SIZING
To increase penetration in
rural areas
To increase penetration in
urban areas
• Go for smaller PET bottles
(Smaller bottle size  less price)
• Introduce reusable glass bottles
that are used by major
competitors for Dhabas, etc.
(Low price point for Rs.10 or
below)
• Introduce tetrapack priced at
going market rate (by
competitors)
Place
•
•
•
•
•
Target Tier I & Tier II cities.
Supermarkets, departmental stores, kirana shops
College & office canteens, metro & bus stops
First moment of truth – right beside Tropicana & Real fruit juices
Aggressive placement strategy
Promotion
• Association with brand Rasna to leverage brand equity
• Suresh Raina as brand ambassador
• Aggressive ATL communication – chiefly on TV &
internet
• Campaigns & events in schools & colleges, sports clubs
TARGET AUDIENCE
End Consumer
• Parents
• Children and
teenagers
• Elderly
• Athletes
• Singles
Opinion Leader
• Doctors
• Nutritionist
• NGOs
• Healthcare fraternity
OBJECTIVE
• To induce trials
• Recommendation and endorsement by
healthcare professionals
• Capturing existing market share from Real
and Tropicana
Communication mix
Advertising
Sales promotion &
POS promotion
Public relations
and print
advertisement
• TV – Promote concept of juice in India
• Interviews – Nutritionists), famous gym
instructors (Micky Mehta)
• Tasting and Sampling in malls
• Trial offers at POS
• Sporting events
• Articles in Times Wellness and local/national
magazines regarding benefits of Juice over
tea/coffee
• Nutritionist camps to promote healthy living
• TV interviews with health experts in India
Social Media Utilisation
Community Building
and Engagement
- Aimed at increasing
the current fans,
followers and
subscribers
- Communicating brand
news and development
Facebook
-Content focus more
on images on
Facebook
-Using AIDA based
approach to use of
content
e.g Had a tiring day at
work? Enjoy a JU-C
Rasna now :D
(followed by a pic of
Rasna glass)
- Use tagging based
mechanism to appear
on fans feeds
e.g Tag your friends
and get a chance to
drink JU-C with Raina !
Twitter
- Running a twitter
campaign to gauge
Rasna’s place in its
audience life
e.g We know you love
us, and we would want
to know your reasons ,
so tweet with
#IloveRasnaBecause
- Ensure follower
loyalty and advocacy
by particular events
e.g. Loyal fans on
twitter to be invited to
Rasna events with
brand ambassadors
YouTube
-Aim to increase
subscribers and shares
- Content of videos can
be linked to updates of
other social media
channels to increase
online engagement
e.g. (Video of Raina)
Follow Raina on his JUC training schedule by
subscribing for updates
- Asking users to
submit videos of their
Rasna moments with
them speaking I Love
You Rasna
Digital Marketing - Website
Positives:
• Faster Loading Time
• Appealing Look
• Very informative site
Recommendations:
• Revamping website and giving it a more modern
feel
• Making website more interactive and userfriendly
• Making a mobile-friendly version of the site
• Adding recipes and usage ideas for Rasna Ju-C
Digital Marketing –
Rasna Champs
An initiative by Rasna – India’s
first ever online talent hunt
Steps:
• Login  Upload Talent  Get Max
comments  Become Champ
Recommendations:
• Competitions on the portal to
promote Ju-C
• Competitions aiming at teenagers and
YA
• Mobile-friendly version of the talent
hunt to make uploading simpler
• Promotion on Social Media and
Children’s TV Channels
• Change to comments site to a social
media site (Ex. Facebook)
• More descriptive link to portal

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