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
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
2011 2012 2013
All Brands 65 38 17
.
Leadership in Brand Equity
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
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
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
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 .
Rasna JUCY- Beverage Ready to Drink Available in 1Ltr. 500ml, 250ml ,200ml , 160ml SKU’s
7 Exotic flavours
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
47
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
48
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
Powder Concentrates GoFrut• 5g makes 2 ltrs (10
serves) of refreshing drink.
• Highly economical• Contains Vitamin C
and Calcium.
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
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
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
Transformation of Mother Brand
I Love You I Love You RasnaRasna
Love Life Love RasnaLove Life Love Rasna
Display Jacket 32 glassesDisplay Jacket 32 glasses Display Jacket 12 glassesDisplay Jacket 12 glasses
Fruit Fun Display Jacket
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