Marketing and Soft Drink Concentrate Essay

The spot Rasna is owned by Pioma Industries that introduced the concept of Soft Drink trim down (SDC), a department that had been created and nurtured by the companionship in the Indian beverages Market. The marking was originally launched by the unwrap of Jaffe in 1976 and grocery storeed with the do of Voltas, only was renamed to Rasna in 1979. When the point of intersection did non do as well as it was expected, in 1983, the advertising was handed over to an advertising agency named Mudra Communications Ltd. Pioma Industries Limited is perhaps non a familiar name for the average Indian consumer. But Piomas gull Rasna is very well known. In fact, the name Rasna is almost a generic name for soft drink digests in Indian beverages securities industry. Rasnas extremely popular advertisements with the tagline I love you Rasna had become an integral part of the Indian advertising folklore. In March, 2002, Pioma announced a radical overhauling of its strategies for the R asna imperfection.This development was or else unexpected, as the brand had been lying dormant since long. Rasna is the securities industry air currenter in the 250 Crore Indian soft drink revolve about industry. The SDC industry is miniscule comp ard to the 5000 crore carbonate soft drink industry (CSD). The powdered soft drink concentrate industry is worth around 90 crore. During the 80s, Soft Drink Concentrate (SDC) was not a known concept. For the consumers, Soft Drinks were adept the aerated drinks which could be purchased in bottles and were usually consumed outdoors. Rasna came, and changed the whole mind set.COMPETITORS IN THE MARKETAs the pioneers in Concentrated Soft Drink Industry in India, Rasna, never had to face any threatening from any of its contenders, be it a global player or a small local community. Powder concentrate occupy 85% of the total soft drinks concentrate foodstuff. Here, in this study, we atomic number 18 considering both Powder and Syrup CSD as competition for the Brand Rasna. succeeding(a) argon near of the rivalrys who tried to mould their mark in the 250 Crore Indian soft drink concentrate industry1. gusto- Kraft Foods.2. Sunfill- Coca Cola.3. Fanta turn Times- Coca Cola.4. Sugar unbosom Dlite- Zydus Cadila.5. Kissan Mr Fruit- Hindustan Unilever.The journey of a brand is not everlastingly easy. The market is very dynamic and a brand needs to clench a track of the changes in the market. Rasna had to face such challenges too. But it is the resurrection this brand has shown, with strategic merchandising, in all instances that makes it stand out and lead the market.MARKET SHARERasna has always been recognised at large for Brand and Company. It ranks No.1 in the beverages category as Most Trusted Brand of India. It is listed among the vellicate 15 brands in the coarse. It was awarded as the most preferred brand in the SDC category at the FMCG Most Preferred Awards 2003 and 2004 and Consumer World Award 2004. I t has pioneered not only with its love some(prenominal) market strategies but also with its worthy measurey dispersal chain. Rasna has always concentrated on its marketing and brand structure and has achieved an expertise in flavour technology. Its efficient management in payoff and market environments has harnessed to bring to the global consumers, technologically superior products in fruits, vegetables, beverages and confectioneries and to stand as the loss leader in processed food industry.Rasna has sufficient and in-depth knowledge and information on Market sizes and behaviours, Growth prospects, Project Viabilities, politics Policies, Finances etc. and access to more(prenominal) than, enabling the friendship to respond speedy to any proposal with suitable recommendation. It believes that there is a huge and emerge market for Rasnas kind of product range, all over the world. Rasna is adapted of managing global sized manufacturing set-ups working on the most adva nced technologies to provide to the huge markets, locally and globally.Rasna has managed to dominate the colossal SDC market because of its massive planetary operations. One of Rasnas biggest strength is its marketing and sales set-up, through which millions of customers global is experiencing the flavour of satisfaction. It provides a strong and pro-active marketing support to its distributors and importers around the world- just so that their products stand out and apart on the shelves. Timely auction pitch schedules of its products anywhere in the world be what have helped them to reach a strong position in the global market. Rasna has its offices in the following countries* ground forces and Canada* UK and Europe* Saudi Arabia* Russia* FijiThis strong chain of distribution to large outlet of countries within a stipulated period of time has helped the brand gain a reputation in the market. It has also helped Rasna in creating enormous business dealing all over the globe. The countries which imports Rasna products globally are as beneathIn recent years, the brand has had to face off challenges, though not from its purpose competitors. International soft drink giants like Coca-Cola (Sunfill) and Kraft Foods (Tang) have introduced competitor products in the market. PepsiCo India too is gearing to launch a glucose-based ready-to-drink beverage under the Lehar brand that will be sold at footing smear of Rs.5 for a 200 ml stock-keeping unit. All of them have deep marketing pockets and standard products to lure customers away from Rasna.Even the profile of Rasnas purpose audience is changing. Kids today are a lot more aware, and their parents arrogatet mind buying more expensive ready-to-drink products, which the MNCs have. But, true to its entrepreneurial spirit, Rasna is not about to give any ground to its rivals. Though some analysts feel that Rasna has been slow to react to the competition, Piruz Khambatta, Chairman, Rasna, s savings bank dismiss es the challenge saying body of water is our only competition.According to the 2010 data, Rasna leads the SDC market. The market shares of Rasna and all the competitors are as follows* Rasna- 97.2 %* Coca-Colas Sunfill 2%* Sugarfree Dlite- 0.2%* Kissan Mr Fruit- 0.1% and* Tang- 0.5%.COMPARTIVE STUDY ON 4 Ps exceedThe Marketing MixHere in this study of the Brand Rasna, we are comparing the brand with its competitors accessible in the market on the scale of the 4 Ps. The 4 Ps of the marketing mix are1. carrefour.2. determine.3. Promotion.4. Place.Product Line of RasnaRasna began with 9 flavours in 1982, and added the 10th in the year 1987. The company was revamped in the year 2002. * In 2002, Rasna changed its look and came up with a impertinent logo. * The tagline of the company was also changed and with a new tagline Relish a cook, Rasna has tried a deep penetration in the arcadian and semi-urban market.The Price of Rasna Accessing all socio-economic classRasnas sole goal h as been always to make profit with the volume sale. The pricing strategy has always been the let on of Rasnas success. It objective lensed the mass rather than the class. * Rasna has always made its products in such a way that it female genital organ be accessible to all socio-economic classes. * Its volume sale starts at as low as 1 popular in the name of 1 ka 2. * The added sugar product Rasna Frootplus starts from 2 and goes up to one hundred five for the family pack. * The box pack has a starting charge of 10 which scum bag make 12 glasses of drink and is known popularly as 10 ka 12. * The family box pack is open at 35 which is plenty for 32 glasses of water. * Rasna has some skus which are very interesting for well-ordered use. The air tight jar has different pack size with price range starting from Rs.75.The company is constantly focussing on the rural market of India. So, accurate pricing is very important for the companys growth. For Rasna, accurate pricing has been the key growth driver. They understood that the Indian market is highly segmented. And making products targeting each segment has helped a lot.Whereas pricing has been the key growth factor for Rasna, the competitors have not been able to enjoy that gather of pricing. Only Tang is available at a sachet of 2 which is once again meant for making 1 glass of drink. Likewise, the other competitors sensnot even come finish to the pricing strategy of Rasna.Promotion Adding an Emotional TouchRasna has from its inception relied firmly on advertisement. The famous mass media campaign, I love you Rasna was one of Indias longest running TV ad. * The promotion of Rasna always highlighted a strong connection with its customers through brand association. * Rasna has always created a brand comfort by emotionally attaching the customer to their brand. * Focus of the promotion is always to pass on the quality of Rasna. * Rasna spends a lot on Research on the target audience, and promotes ther e products accordingly. * Rasna has utilize child characters in their advertising campaigns, and through them the company emphasised on the quality of products which was an effective way of promotion.* Rasna has through with(p) a great deal to understand the pain of summer and to deliver a product which will ease the pain.This kind of unique and innovative marketing ideas and campaigns made Rasna the monopoly in the Soft Drink Concentrate industry till the time the competitors entered the market. Even now, no brand has been able to beat the promotional campaigns of Rasna. Going by the set standards of Rasna, we arsehole say that the competitors have washed-out very less time and money understanding the Indian market and the promotional activities that works in the India.Place Distribution Channel of RasnaThe distribution persuade of Rasna follows 3 to 5 tier architecture. It follows the Super-Sub concept of distribution. The steps are as follows 1. First the product produced in a factory which is strategically located to minimise the transportation cost.2. The packed product is sent to discordant company depots across the country to distribute and meet the respective market demand.3. From the company depot, the product is delivered to the different super stockists according to their previously placed order.4. Then the goods are sent to the sub stockists or in some cases to the wholesale store.5. The secondary sale from the super stockist or the sub stockist is ensured by the constant monitoring by the company personal.Rasna follows different distribution channel puzzle according to local market demand. But for every model the end goal of the company is to deliver a quality product to the end user. With a distribution channel consisting of 35 depots across the country and 1.8 million retail outlets Rasna is bound to be the leader. Among the competitors the only one that has a good and free-enterprise(a) network of distribution is Sunfill by Coca Cola, but still they are not able to compete as handiness with retailers is not as widespread as Rasna.COMPETITIVE ADVANTAGEThe competitive advantages of Rasna are listed below* beingness the Pioneer in the market Rasna is well known and very much trusted in the Indian market. * Being in the market for a long time, Rasna knows the Indian judgement the best. * Having 7 state of the art merchandise units across the country, the output signal is never wan for any reason. * Because of the widespread distribution network, it is more close to the public. * The marketing strategies used by the company are of superior standard. * Last but not the least, the pricing of the product, which is so low that it is affordable by the lowest segment of the pyramid also. The competitive advantages of Tang are* Being one of the largest brands of the world, Tang has the sustainability even if it is hit at the beginning. * Tang is available in manikin of flavours based on local consumers preference. * T ang is fortified with vitamins and minerals.* It is available as powdered and ready to drink bottles.* The powdered Tang is available at low cost.The Competitive advantages of Sunfill are* Being a brand owned by Coca Cola, the distribution cost is cheaper, so can offer the product at a low and competitive price. * The taste is superior compared to other competitive brands. * Setting up of a production unit close to the target customer segment will help in better marketing. * The company can spend substantial substance on advertising and promotion.The Competitive advantages of Sugarfree Dlite are* It is a brand owned by a medical company, so good deal have trust in the product.* It contains no sugar, so it is healthier.* Has medicinal advantages.* Helps in controlling blood sugar level, at the analogous time gives the pleasures of a soft drink.The Competitive advantages of Kissan Mr. fruit are* It is there in the market for a long time, so knows the customer taste and preferences. * Tastier than many of the competitor products.* Supply chain is quite strong as its a product owned by Hindustan Unilever.SUGGESTIONS FOR GAINING UPPER MARKET SHAREAs we conclude the study on the No.1 Soft Drink Concentrate in India, Rasna, I have the following suggestions to make so that the company can gain more market share and continue to be the leader of the industry Product- In ground of product, the following can be done1. endeavour to minimise waste in production, so that the cost of production comes down further. 2. Venture into new products, like ready to drink bottled drinks. 3. Try producing sugar free products so that even a diabetic longanimous can enjoy the drinks. 4. Health drinks and energy drinks is another field where the company can venture into. 5. Backward integration is another option that can be suggested to minimise the cost of production.Price- the Company can be more price effective and in turn can gain more market share if, 1. More products are offere d in the lower price category. 2. Price be reduced for the larger quantity cartons or bottles. 3. sassy and introductory products are sold for lesser price so that throng are interested in trying the new things.Promotion- In terms of promotion, the company can follow the following suggestions 1. Use newer and cheaper modes of advertisement, like the genial networking sites. 2. Spend more on Banners, posters, Hoardings.3. Stop the use of sportspersons and celebrities, as the same doesnt have a long standing effect on the general public. 4. Remove the time lag between the promotion and the approachability of new products in the market.Place- Place plays a vital role in the success of a company or a brand. The following are my recommendations for improving the market share 1. Go to the newer potential places which have not been tapped earlier. 2. The untimely dispatch of goods from the depot to the super stockist needs to be interpreted care of as it may lead to cancellation of ord er bookings. 3. Unavailability of goods at certain periods needs to be taken care of with a proper distribution control. 4. Promotional events along with the distribution of brochures, stickers and leaflets should be done through sub-stockists and retailers which will help in increasing the brand value.___________________________________________________________ReferencesDuring the preparation of this project, help and references has been taken from many web sites and blogs and articles. They are mentioned here -Rasna Pvt Ltd. Official site.-Wikipedia-the free encyclopaedia-Puneet Tandon Blogs-Economic Times-Times of India Articles-4psbusinessand marketing.com