After some five years of messing upwards too experimenting alongside diverse taglines too positioning, Rasna has reverted to its master copy too famous tagline " I Love You Rasna " inwards 2011. The build is directly running a exertion for Rasna Fruitplus alongside the master copy tagline.
Watch the advertising hither : Rasna 2011 ad
Rasna is the marketplace leader inwards the power-segment of Rs thou crore Indian prepared beverages market. The powdered beverages segment is valued some Rs 400-450 crore. Source : Business Standard. The marketplace has witnessed lot of contest but these competitors were non able to build a large dent inwards the marketplace portion of Rasna. Even the globally renowned build similar Tang was non able to build its score inwards the Indian market.
Watch the advertising hither : Rasna 2011 ad
The build from 2006 has been unnecessarily dabbling alongside its taglines too positioning. The modify inwards the classic tagline was prompted past times increased contest too to exertion to attract youth towards the brand. The tagline of Rasna was starting fourth dimension changed to " Relish a Gain ". Then came the tagline " Taste the madness".The exertion topic was likewise drastically altered. The cute daughter youngster which formed the protagonist was changed. The target segment was likewise changed to include adults. The build was totally confused every bit to how to become virtually attracting the youth who were hooked to aerated softdrinks. Rasna could select attempted this using a sub-brand rather than changing the raise brand's positioning strategy.
One expert matter that the build did was to focus on the wellness platform. But the communication during these years were totally below average ( personal persuasion ). Another smart marketing do adopted past times Rasna was to launch products at interesting cost points similar fifty paisa, Rs.5 Rs.10,Rs.15, Rs.20 to Rs 85. The build came out alongside smaller packs, Sachets too a packaging excogitation similar Rasna Sticks at Rs 5. These cost points acted every bit a potent entry barrier for the competing brands.
Rasna is the marketplace leader inwards the power-segment of Rs thou crore Indian prepared beverages market. The powdered beverages segment is valued some Rs 400-450 crore. Source : Business Standard. The marketplace has witnessed lot of contest but these competitors were non able to build a large dent inwards the marketplace portion of Rasna. Even the globally renowned build similar Tang was non able to build its score inwards the Indian market. The build concur tremendous retrieve too equity inwards the marketplace too is the preferred selection to consumers thank you lot to the before build edifice efforts. The kids who relished the " I honey you lot Rasna " era has directly grown upwards too the build needs to flora the same connect alongside the adjacent generation. Unlike the before Rasna generation, the novel kids are growing upwards alongside Pepsi, Coke too Lays.
In the final few years, the build was trying to woo the thus called " Youth " towards itself too messing upwards the brand. Afaqs Reports country that the build before desperately wanted to interruption out of the before positioning worrying that it volition hold out perceived every bit a kid's build . I don't empathize why the build wanted to breakout from kid's marketplace ( which is sufficiently large). In that process, the build went into a positioning mess.
How ever, Rasna did many correct things inwards the other marketing mix elements. The build priced itself smartly, launched many variants including crush too glucose pulverisation , strengthened its distribution hit .
Now the build got dorsum to the quondam ways. I am non certain virtually the reasons for this reversal of positioning strategy. How ever, it brings dorsum the quondam memories for sure.
Related Brand.
