brand-building.pdf - Rasna International

Welcome

A strong FMCG brand. Rich Heritage – 1976 to date

A family owned, ISO & HACCP certified company run professionally

Operating code is uncompromised deliveries at economical rates and fast pace

1. Strength of family business2. Leverage Market leadership since decades3. R & D – Flavors development4. Product Innovation5. Marketing Strategy6. Distribution Penetration7. Financial Clout8. Indepth Industry Bandwidth9. Loyal, Experienced team10.Focus/Continuity

Our Strengths

Mission

Exhibit Leadership based on Innovation

Know your customers thoroughly and develop products based on consumer insights

Continuously reinvent and re engineer

Capitalise on the strengths of a family owned Indian Company and Professional approach

Vision To be an admired company in the FMCG space

A Case Study

FF FP TANG0

1

2

3

4

5

6

7

8

9

Good TasteFresh & NaturalContains Fruits

Consumer Research BPT ResultsConsumer Research BPT Results

Leadership in Product Quality

BPT – Blind Product Test

• 1 Pioneer in the Soft Drink Industry - First to introduce Dual Format

2. New concepts e.g. Premium Powder, Alphonso Mango, Home made

Nimbupani, Ghar ka Range, Aqua fun (blue coloured) introduced as a Soft

Drink for the first time by Rasna and Bollywood Bite an Indian Namkeen

in a canister 1 ka 2 – First Re1/- pack in SDC category

3. Cola Cola – introduced as a non aerated cola at Re.0.50 per glass for the

first time in the world

4. Rasna Shake Up – first Indian shake mix brand

5. Biggest flavor range among any beverages viz Orange, Pineapple, Mango, Nimbupani, Guava, Watermelon,

Mixed fruit, Litchee, Shahi Gulaab, Khas, Kala Khatta to name a few.

Leadership in Innovations

Leadership in Trust

Rasna The World's Largest Manufacturers of Fruit Drink Concentrates

India's Most Trusted Indian Family Owned Brand as per E.T. Brand Equity Survey

Leadership in Brand Equity


RASNA NO 17

2011 2012 2013

All Brands 65 38 17

.


RASNA NO 4ABOVE

No.1 Indian Brand

Economic times, Brand Equity Study

Tang Sprite Horlicks

Frooti 7UP Cadbury

Mirinda Slice Glucon D

Coca Cola Fanta Limca

India’s Leading Brand among Multinationals

Leadership in getting recognitionAwards & Credentials

Cannes Award

London Award

Leadership in getting recognition

Awards & Credentials

The World Brand Congress Award

Memorable and award winning Advertising Campaigns

• Ad Club Bombay : Campaign of the year• Advertising Agencies Association of Kerala : T.V. Spots• DDB Needham 1989 Pinnacle Awards, New York : Print Ad• A & M Delhi : Radio & T.V. Campaign Consumer Products• The Triple A Awards Bombay : Press Food & Beverages• Ad Club Calcutta : Radio, Best TV Spot, FMCG Products :

Consumer Connect Awards• Creativity 33 : FMCG TV Campaign [Rasna Juc Up Mangoman,

Rasna Juc Up Classroom, Rasna Juc Up]

• Best Animated Ad Film (International) at FICCI BAF 2014

Leadership in getting recognition

SOP Manuals with HR and are in practice SOP Manuals with HR and are in practice

SOP’s• Supply Chain

• Accounts & Commercial

• Marketing

• Sales

• HR

• IT

Best International Practices inManufacturing

• Consolidation of Suppliers and Vendor Managed Inventory (VMI) to slash sourcing costs.

• Process and technical improvements to lower production & formulation costs.

• Investments in ERP applications and technology to improve supply chain efficiencies.

Leadership in Manufacturing

We have manufacturing

plants spread across 9

locations in India

Our backward integration

ensures that most of the

raw materials are made by

us directly or through

job work

Leadership in DistributionWe cater to 1.8 million retail outlets in India, which makes our distribution network one of the biggest

2500 Stockists

35 Depots

5 Branch Offices

Available in villages

with a population

up to 5000

900 Sales Force

Leadership in Distribution

Mother Depot

Depot / CFA-35

Urban

MT Stkts

GT Stkts

Institutional .Stkts

MT Chains

RetailersGrocersBakeries

Small Family Run Supermarkets

Negihbouring Paan Shops

Direct Big institutions

Big Bazaar

Reliance

Carrefour

Metro

Government Defence

Super Stockist

Rural

Sub Stockist

Retailer

The total number of stockists change but at any point they are around 2500 nos. and Rasna is available in villages with more than 5000 population

Rasna

Domestic Division

Beverages Division

Exports Division

Leadership in Product Portfolio

Leadership in Segmentation

Company’s commitment to India is reflected in pricing

23

Rasna

10gm 5gm & 1 ka 2

FP 500gm750 gm , 500gm.

Jar Squash

Commitment to India is reflected in pricing

32 Glasses 200gm FP

10 ka 12125gm FP

Rasna JUCY

Leadership in PricingParameters 32 glasses 1 ka 2 12 glasses

10 ka 12Fruit plus/

Rush Tang Rasna

Super Squash

Other Squashes

VitaminsMinerals Calcium

11 11 11 21 5 21 None

Price per glass

Rs. 1.25p Rs. 0.50p Rs. 0.83p Rs2/- to Rs 4/-

Rs.4.50p Rs.8.66p Rs.9.86 p

Flavours 9 2 4 6 3 4 4

Fruit juice powder

Yes No Yes Yes Insignificant

Real Fruit Juice

Yes

Packaging Attractive Mono carton

Convenience

Sachet

Attractive Mono carton

High Micron

Aluminium Polypouch

Low Micron Polypouch

PET Bottle PET Bottle

Shelf life 24 24 24 24 15 12 12

Availability Mass Mass in rural

Mass High High High High

• Path breaking

• Portrayed a child as a main influencer for the first time in India

• “I Love You Rasna” – an all time favorite slogan

• One of the most visible advertising

• Featured many celebrities from the field of entertainment and sports e.g. Hrithik Roshan, Karishma Kapoor, Paresh Rawal, Anupam Kher, Kapil Dev and Vivian Richards

• Recognition for Rasna advertising received from the advertising fraternity through the awards being won right from its day of launch

Leadership in Promotion Advertising

Associated with India’s best celebrities like Hrithik Roshan, Paresh Raval, Karishma Kapoor and Kapil Dev

TV Campaigns

More than 300 tv ads

A Brand fit for 2015 A Brand fit for 2015

A celebrity who is known for healthy lifestyle and Fun

A celebrity who is energetic

A celebrity who is inspiring and self made

A celebrity who has family values

A versatile celebrity who can create an impact .

32 GLASS PACKS

New Launches of 201532 Glass Jaljeera pack

12 GLASS PACK

EKD PACKS

Re 1/- Jaljeera

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Fruit Plus World’s 1st Fruit Powder

New Launches of 2015500gm Fruit Plus

Also Available in 500gms Jar 200gms and 750gms.

Polypouches

FP 10 gm On-the-Go PACK

Low calorie for youth

FP 5 gm SACHET

125 gm POUCH PACK

750 ml SQUASH BOTTLE

Rasna JUCY- Beverage Ready to Drink Available in 1Ltr. 500ml, 250ml ,200ml , 160ml SKU’s

7 Exotic flavours

Vitos – 22gms, 100gms, 300gms

TVC

60 Sec 35 Sec 20 Sec 15 Sec 10Sec

10Sec 5 Sec

0

500

1000

1500

2000

2500

3000

3500

Rasna

2013

2014

2015

Rasna would be one of the most visible in the category in Feb-June 2015

Rasna Planned GRP More than Last Year46

TG : F 25+ SEC ABC Market : All IndiaSource : TAM

More than 80 channels both National and Regional

Channels Planned

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NATIONAL STAR PLUS

COLORS

ZEE TV

SAB TV

DISNEY

CARTOON NETWORK

NICK

POGO

HUNGAMA

NDTV INDIA

NDTV 24 X7

ZEE NEWS

TIMES NOW

REGIONAL

SUN TV

ASIANET

SURYA TV

GEMINI TV

EENADU TV

TV5

ZEE TELEGU

UDAYA TV

ETV KANNADA

STAR JALSHA

ZEE BANGLA

ETV MARATHI

ZEE MARATHI

NEWSLIVE

NATIONAL STAR PLUS

COLORS

ZEE TV DD NATIONAL

SAB TVLIFE O.KFILMYZOOMZINGETC MUSICMASTIFOOD FOOD

DISNEY CARTOON NETWORKDISCOVERYANIMAL PLANET

NICK

POGO

HUNGAMA

NDTV INDIA

NDTV 24 X7

ZEE NEWS

IBN 7

Channel Promised

Campaign Run on Channel

Channel Promised

Campaign Run on Channel

REGIONAL SUN TV

MEGA TVCHUTTI

ASIANET

SURYA TV KOCHU TV

GEMINI TV

EENADU TV

TV5

ZEE TELEGUMAA TELEGUKHUSI

UDAYA TV

ETV KANNADASUVARNAKASTURI TVCHINTU TV

ZEE MARATHISTAR PRAVAH

ZEE BANGALASTAR JALASHARUPOSHI BANGALA

OTV

TARANG

Rasna TV Ad Campaign : Media Plan

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RANGE POSTERS

Promo Backing sheet and shelf strip

Promo poster

Window display

12 Glass Display jacket

1 ka 2 pouch hanger

Rush Rs. 5/- pouch hangers

Rush Rs. 2/- pouch hangers

Reaching out to

1 million consumers

Through Local Activations (Dry and Liquid sampling)

General Trade Liquid Demos – Fruit Plus

Modern trade Dry & Liquid Demos

Local Activation Activity During Festival- Ramzaan

FESTIVE Local Activation Activity Local Activation Activity During Festival- Durga Pooja

Local Activation Activity During Festival- Navratri-Dusherra

Local SCHOOL Activation- Sponsoring High Profile Event

SCHOOL PROMOTION

Reaching 1 million consumers

Round the year aggressive Local Activation Activity

1. Instant powder drink 2. Shake up 3. Litro pack 4. Go frut

Leadership in International Market

5. Nectar6. Syrup7. Fruit Cordial8. Ethnic Basket- Pickle, Paste, Chutney, Jam

Available in 40 Countries

Export Markets

Indian Sub-Continent• Nepal

• Bangladesh

• Pakistan

• Sri Lanka

• Maldives

• Afghanistan

Gulf Countries• UAE

• Kingdom of Saudi Arabia

• Bahrain

• Qatar

• Kuwait

• Oman

• Yemen

Middle-East• Iraq

• Iran

• Egypt

• Morocco

• Sudan

Far-east• Myanmar

• Cambodia

• Vietnam

• Laos

• Australia

• Fiji Island

• Malaysia

• Singapore

Export Markets

Europe• Sweden

• France

• Germany

• Austria

• Cyprus

• Croatia

• Malta

Africa• Kenya

• Tanzania

• Cameroon

• Nigeria

• Algeria

• Ethiopia

• Gambia

• Angola

• Mauritius

• Madagascar

Export Markets

USA & Canada• USA- National Distribution

• Canada- National Distribution

South America & Carribbean• Haiti

• Curacoa

• Tobago & Trinidad

• Surinam

• Argentina

• Brazil

Export Markets

Exports Division Key Products

Available in Refill Packs

Available in Tin

900 GM, 1.5 KG & 2.5 KG

NEW 2.5 kg Jar

Rasna Litro Pack

• Single pouch makes 1 litre of refreshing drink.

• Contains 5 essential vitamins.

Powder Concentrates GoFrut• 5g makes 2 ltrs (10

serves) of refreshing drink.

• Highly economical• Contains Vitamin C

and Calcium.

Rasna 102g

• 102 g makes 1.2 liter drink

• With 21 Vitamins, Calcium & Minerals

Rasna 400g

• Low Sugar Product

• 400 g makes 5 liters drink

Rasna Ice Tea

BODY FUEL ENERGY SHOT

NOT JUST DRINK MIX, SHAKE-MIX

Rasna Instant Drink- PP Bottles

Rasna “Utsav”Traditional Soft Drink Mix

Syrups

• Rose Syrup– Natural taste of Rose

– Mix with water or milk

• Fruit Cordial– Unique blend of fruits

– Natural juices

– Mix with water or soda

Rasna –Nectar 1000 ml X 2

Visibility

POS Material

In- Store Promotion

Banded Offers

Last 3 years Marketing Efforts

2012 Sales & Marketing Efforts

TVC 2012

1 ka 2

FP 30 sec

FF 15 sec FF 10 secFF 30 sec

FP 15 sec FP 10 sec Squash 30 sec Squash 15 sec

FRUITPLUS POP

POUCH HANGER

FRUITPLUS DISPLAY

FSU and Power wings/ Endcaps at Modern Retail

Shop Board

Hoarding

FRUITPLUS LIQUID SAMPLING

FRUITFUN POP

DISPLAY JACKET

1 KA 2 FRESHFUN POP

POUCH HANGER

FRUITFUN DISPLAY

GENELIA CUTOUTS

FRUITPLUS SUPERMARKET FSU

FRUITFUN POP

DEALER BOARD

FRUITFUN POP

SHOP DISPLAY

2013 Sales & Marketing Efforts

TVC 2013

FP 30 sec

FF 20 sec FF 10 secFF 40 sec

FP 10 sec Shake Up 30 Sec

Shop Boards

2014 Brand Rejuvenation

Sales & Marketing Efforts

India is home to the following

Sr. No. Classification Population

1 Children 238 million

2 Teens 10-19yrs 225 million

3 Young Adults 20-24 yrs 89 Million

4 Middle Age 25-44 yrs 284 million

5 Above Middle Age 45-64 yrs 139 Million

Is it possible to change?Is it possible to change?

Brand Perception

Among Children & Housewives

Orange colored drink appealing

to Sec BCD

For Sec A ?

Create a brand appeal across income

wise age groups

More within

Sec A in Metros

Sec E & Rural

A shift from an Orange Drink to

New categories like Flakes, Juices,

Milk drinks

Is it possible to change the brand perception?

The Research....

Is it possible to change the brand perception?

The Research....

Across the section of the society- High Net-Worth families to Rural

Today, the quest is for a better life - Cheer

Small but valuable moments of celebration in daily lives or during daily chores. .

Moments of Masti, compassion, Emotions, Success

Creating moments into cherishing memories

Can Rasna as a brand fit to cater to these elements to spread Cheer- A quest for better life

With this in mind

This year we are looking

to move the theme from

I Love You RasnaI Love You Rasna

Transformation of Mother Brand

I Love You I Love You RasnaRasna

Love Life Love RasnaLove Life Love Rasna

Transformation of Brand Logo

Leadership in Brand Repositioning & Strategy

I Love You I Love You RasnaRasna

Transformation of Packaging

32 GLASS PACK

Transformation in Packaging

UNIQUE DUAL FORMAT

DUAL TECHNOLOGY WITH 11 VITAMINS, MINERALS & GLUCOSE

10 gm STANDY POUCH PACK

5 gm STANDY POUCH PACK

Packaging

Packaging

500 gm JAR PACK

700 ml BOTTLE

TVC 2014

Hoardings

Rasna Fruitfun P.O.P

BACKING SHEET

Fruit Fun Poster

Display Jacket 32 glassesDisplay Jacket 32 glasses Display Jacket 12 glassesDisplay Jacket 12 glasses

Fruit Fun Display Jacket

Fresh Fun Pouch Hanger

Common Shelf Strip

Fruit Plus Poster

Fruit Plus window display

Table Top

RASS

Wall insideWall inside

Product Detailer

General Trade Liquid Demos

Modern trade

Spect.Display FSU

SpencersFSUBin

Standee

Bin

Drop Down

Modern trade Dry & Liquid Demos

Fruit Plus Cutout

FSU/ ENDCAPSat Modern Trade

brand-building.pdf - Rasna International

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