Indirect competitionClosest competitor to JU-C from other category of juices is from Slice,Maaza and Frooti

•Slice is relaunched by PepsiCo in 2008 with Aamsutra Campaign•Tagline: Ab rang barsega•Brand Ambassador: Katrina Kaif

•Maaza is launched by Coca-cola•Tagline: Maaza lao Aam ki pyas bujayo•Brand Ambassador: Parineeti Chopra, Imran Khan

•Frooti was launched by Parle agro in 1985•Tagline: Mago Frooti, Fresh n juicy•Brand Ambassador: Shahrukh Khan

Taste24%

Artificial/Orig-inal fruit

17%Price18%Packaging

12%

Brand Name17%

Ease of use13%

Important Attributes People look for

More than once a week

35%

Once a month

20%

Once in two weeks30%

Rarely15%

Frequency of consumption

Understanding the Customer

Mapro5%

Minute maid5%

Rasna fruit plus10%

Real35%

Tropicana15%

Mano Drink30%

Preference of brand

Frequency of consumption

Understanding the Customer

Health ben-efits46%

Taste23%

Thirst quencher

31%

RTD Segment. Why?

After Lunch or dinner

40%

Breakfast30%

When outside and thirsty30%

When do you consume Juice

Any20%

Ready to drink65%

Squash15%

Drink Type Preference

Findings and InsightsReal 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 InsightsIn 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

- Flavor and enjoyment- Children’s summer quencher (80’s)- Grown with generation

INITIATOR

- Women of the homes- Low prices (lower-middle class and rural)- Availability

BUYER

- High fruit content based soft drinks- Tasty, healthy, and Indian brand (trust)

INFLUENCER

-From children’s favorite to in-house family drink

USERS

• 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)

Segmentation

Targeting

Positioning• Position it as a health drink for youth

• Change Tagline as – ‘We Love You Rasna’

Undifferentiated Marketing Strategy focusing towards Rasna JU-C targeted towards the youth

• Geographic: Tier 1 and Tier 2 Cities• Demographic: Drink for the youth• Psychographic: Morning and

Evening Drink

PRICING AND SIZING

To increase penetration in rural 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)

To increase penetration in urban areas• 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

End Consumer

• Parents• Children and

teenagers• Elderly• Athletes• Singles

Opinion Leader

• Doctors• Nutritionist• NGOs• Healthcare

fraternity

TARGET AUDIENCE

• To induce trials• Recommendation and endorsement

by healthcare professionals• Capturing existing market share from

Real and Tropicana

OBJECTIVE

Communication mix• TV – Promote concept of juice in India• Interviews – Nutritionists), famous gym

instructors (Micky Mehta)Advertising

• Tasting and Sampling in malls• Trial offers at POS• Sporting events

Sales promotion &

POS promotion• 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

Public relations and print

advertisement

- Aimed at increasing the current fans, followers and subscribers - Communicating brand news and development

Community Building and Engagement

- Running a twitter campaign to gauge Rasna’s place in its audience lifee.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

Twitter-Content focus more on images on Facebook-Using AIDA based approach to use of contente.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 !

Facebook -Aim to increase subscribers and shares- Content of videos can be linked to updates of other social media channels to increase online engagemente.g. (Video of Raina) Follow Raina on his JU-C training schedule by subscribing for updates

- Asking users to submit videos of their Rasna moments with them speaking I Love You Rasna

YouTube

Social Media Utilisation

Digital Marketing - WebsitePositives:• Faster Loading Time• Appealing Look • Very informative site

Recommendations:• Revamping website and giving it a more modern feel• Making website more interactive and user-friendly• 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