Indirect competition Closest 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
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8/11/2019 Rasna Final
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Indirect competition
Closest 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
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Taste
24%
Artificial/O
riginal fruit
17%Price
17%Packaging
12%
Brand
Name
17%
Ease of use
13%
Important Attributes People
look for
More than
once a week
35%
Once a
month
20%
Once in two
weeks
30%
Rarely
15%
Frequency of consumption
Understanding the Customer
Mapro
5%Minute maid
5%
Rasna fruit plus
10%
Real
35%
Tropicana
15%
Mano Drink
30%
Preference of brand
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Understanding the Customer
Health
benefits
46%
Taste
23%
Thirst
quencher
31%
RTD Segment. Why?
After Lunch
or dinner40%
Breakfast
30%
When
outside and
thirsty30%
When do you consume Juice
Any
20%
Ready to
drink
65%
Squash
15%
Drink Type Preference
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Findings and InsightsReal enjoys highest
market share(35%)followed by Mangobased drink(30%)
and Tropicana(15%)
Consumers preferJuice over
synthetic fruitdrink
65% preferred Readyto Drink type ofbeverage overpowder based
Convenience is amajor factor whilemaking purchase
decision
Important attributestaste(24%) followedby price, brand and
Natural content(17% each)
Consumers wantsuperior products
in all aspects whenit comes to F&B
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Findings and Insights
In RTD Juice segment,
consumers attributedhighest weightage to
Taste(24%) followed byNatural content(21%)
Consumers are
getting healthconscious and are
demanding Naturalproducts
60% of the consumerssaid they will try
another RTD brand ifavailable
Although many willtry an alternativebrand, there arebrand loyalist for
Real and Tropicana
Only 30% of peopleconsume juice as an
alternative for
tea/coffee
Many consumersneed to be educatedabout product usage
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• 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)
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Segmentation
Targeting
Positioning
• Position it as a health drink for youth
• Change Tagline as – ‘We Love You
Rasna’
Undifferentiated Marketing Strategyfocusing towards Rasna JU-C targeted
towards the youth
• Geographic: Tier 1 and Tier 2 Cities
• Demographic: Drink for the youth
• Psychographic: Morning and EveningDrink
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PRICING AND SIZING
To increase penetrationin rural areas
• Go for smaller PET bottles(Smaller bottle size lessprice)
• Introduce reusable glassbottles that are used by majorcompetitors for Dhabas, etc.