The Marketing mix of Rasna analyses the 4Ps of Rasna, including the Product, Price, Place, and Promotions. Rasna is associated with the food and beverage industry and deals with several related products. It is of Indian origin and was introduced in consumer markets in 1976. Brand Rasna is one of the most popular brands owned by its parent company, Pioma Industries. By 2009, Rasna had gained 93% of the market share in the concentrated soft drink sector. It is ranked at the number one position as the most trusted brand in the beverage industry of India. Some of its competitors are as follows-
- Tang from Cadbury Kraft
- Tropicana from PepsiCo
- Cloud Nine
- Zynga
About Rasna
- Type: Consumer goods company
- Industry: Food and beverage
- Founded: 1976
- Founder: Late Mr. Phiroja Khambatta
- Headquarters: Ahmedabad, Gujarat, India
- Area served: India and over 50 countries
- Key people: Mr. Areez Khambatta, Chairman
- Number of employees: Over 2,000
Table of Contents
Rasna Product Strategy
Rasna is a company associated with the marketing, manufacturing, and exporting of instant drink powders, soft-drink concentrates, ready-to-eat snacks, ready-to-eat curries, chutneys, pickles, pasta, gravies, instant teas, fruit cordials, and fruit jams.
Rasna, a famous Indian brand known for its range of instant drink and beverage brands, offers a diverse product mix catering to various tastes and preferences.
The new Product Mix of Rasna in 2023 is as follows (Source).
- Instant Drink Mixes: Rasna’s core product line consists of instant drink mixes available in various flavors. These are typically fruit-flavored powders that can be mixed with water to create a refreshing drink. They are famous for their ease of preparation and fruity taste.
- Ready-to-Drink Beverages: In response to increasing consumer demand for convenience, Rasna has expanded its product range to include ready-to-drink beverages. These are pre-mixed drinks available in various flavors, catering to on-the-go consumption.
- Sugar-Free Drink Mixes: Recognizing the health-conscious segment of the market, Rasna offers sugar-free versions of its drink mixes. These are targeted at consumers looking for healthier alternatives without compromising on taste.
- Concentrates: Rasna also produces and sells concentrates to make more extensive drinks, typically for events or commercial use. These concentrates are available in different flavors and are prevalent in the catering and hospitality industries.
- Food Products: Expanding beyond beverages, Rasna has ventured into the food segment with products like jams and jellies. These products align with the brand’s expertise in fruit-based flavors and target the family consumer segment.
Rasna Place Strategy
Rasna has a Pan-Indian presence as it is available in every nook and corner of India. It has one manufacturing plant in Himachal Pradesh and five in Gujarat. Rasna’s headquarters is in Ahmedabad, Gujarat. It has opened manufacturing facilities outside India in international countries like Egypt, Saudi Arabia, Dubai, and Bangladesh.
Rasna has expanded its product presence to several global countries like Haiti, Sudan, Qatar, Tanzania, Bahrain, Myanmar, Vietnam, Singapore, Australia, Bangladesh, Maldives, Malaysia, Nigeria, Pakistan, Nepal, Jordan, Yemen, and Oman. Brand Rasna has advanced R&D facilities for monitoring its products in the market and creating new flavors and products. Its strong distribution network includes services of 35 depots, 2500 stockists, and five branch offices to reach nearly 1.8 million retail outlets so that consumers can easily purchase from corner shops, supermarkets, hypermarkets, convenience stores, discount stores, and grocery outlets.
Rasna has employed a strategic approach to its distribution, packaging, and placement to maximize reach and market penetration:
- Extensive Distribution Network: Rasna has developed a wide-reaching distribution network that spans urban and rural areas in India. This network includes distributors, wholesalers, and retailers, ensuring their products are easily accessible to a vast consumer base.
- International Presence: Beyond its strong domestic market, Rasna has expanded internationally, exporting to over 50 countries. This global presence is facilitated through partnerships with local distributors and retailers, adapting to each market’s specific needs and preferences.
- Online Sales Channels: Recognizing the shift towards digital commerce, Rasna has embraced e-commerce platforms for its product sales. This includes third-party online retailers and its e-commerce portal, catering to growing consumers preferring to shop online.
- Strategic Placement in Retail Outlets: In retail stores, Rasna products are strategically placed, often in prominent locations such as end-aisle displays or near the checkout counters, to increase visibility and encourage impulse purchases.
- Multi-Channel Marketing and Sales: Rasna employs a multi-channel approach, making its products available in various formats and outlets, including supermarkets, local grocery stores, online platforms, and convenience stores. This diverse channel strategy ensures that Rasna effectively reaches different market segments.
Rasna Pricing Strategy
By the end of the fiscal year 2011, Rasna had an estimated turnover of 3.5 billion rupees and became one of the most recognized brands in India. The company caters to the masses and has targeted everyone from high-class to middle and lower-class sections of society from both urban and rural sectors. It wanted to penetrate every nook and corner of the country and adopted a penetration pricing policy. All its products and services are reasonably priced, so anyone can easily purchase them. Rasna has also implemented a promotional pricing policy by offering free drinks and other incentives to increase its sales figures and revenues.
As a well-established brand in the beverage industry, Rasna’s pricing strategy and marketing mix reflect a keen understanding of its market dynamics and consumer base. The following vital elements can characterize their approach:
- Penetration Pricing: Rasna initially adopted a penetration pricing strategy to establish itself in the market. By setting prices lower than competitors, especially for its flagship instant drink mixes, Rasna successfully attracted a large customer base, emphasizing affordability and value for money.
- Economy Pricing: Consistent with its brand image of providing value, Rasna employs economy pricing. This approach keeps prices at a level that is affordable for the mass market, making Rasna products a popular choice in price-sensitive markets.
- Competitive Pricing: In markets with intense competition, mainly where local and international beverage brands are present, Rasna strategically sets its prices in line with or slightly lower than those of its competitors. This tactic ensures that Rasna remains a preferred choice among consumers conscious of price and quality.
- Product Line Pricing: Rasna has a diverse range of products and employs product line pricing to differentiate between these offerings. For instance, regular drink mixes are priced differently from their sugar-free counterparts or ready-to-drink products, reflecting the varied cost of production and perceived value.
- Promotional Pricing: The company occasionally uses promotional pricing strategies, such as discounts, bundled offers, and seasonal sales, to boost short-term sales volume. These promotions are particularly effective in attracting new customers and encouraging trials among existing customers.
Rasna Promotion Strategy
Rasna has adopted every available means to market its products via ATL and BTL methods. Its most preferred marketing medium is television, as it offers instant recognition. Rasna has launched ad campaigns on national television since 1980. Its most popular tagline is I Love You Rasna and was first uttered by actress Ankita Jhaveri.
The company markets its products via radio, newspapers, magazines, billboards, sides and backs of vehicles, Facebook, Twitter, YouTube, in-store promotions, and promotional gatherings at malls and schools. Rasna is aware of the impact of star power, and the company has regularly roped in several famous personalities as its brand ambassadors for celebrity endorsements like Genelia D’ Souza, Virendra Sehwag, Kapil Dev, Paresh Rawal, Anupam Kher, Hrithik Roshan, Karisma Kapoor and Akshay Kumar.
Some Recent Video ads and Print ads for Rasna are:
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