RASNA

               MARKETING JOURNAL


Rasna is a soft drink concentrate brand owned by Pioma Industries.it is located in Ahemdabad India. it was started in the 70's. and it got more popular in the 80's when the market got dominated by carbonated soft drinks like Thumb Up Gold Spot and Limca As of 2009, Rasna had a 93% market share in the soft drink concentrate market in India and as of 2011, the company had a turnover of 3.5 billion.

Customer value 

Rasna is the soft concentrated drink brand owned by Pioma which is the first company to introduce soft drink concentrate in the market. Coca cola and MNC cola prevailed in the market. Coca cola  was an untapped market potential.When the home consumption segment in the beverages category was dominated, soft drink concentrate (SDC) maker. Rasna is now preparing in the ready-to-drink (retail consumption) segment. Rasna is currently test marketing 'Jucy', a dink in a sachet, in Andhra Pradesh, and is also considering a foray into the other product lines like confectionery and snacks business.

Rasna has many flavors like mango, orange, kala khatta , lichi, pineapple, etc. It has a real fruit like taste.It is considered as the affordable drink in the market.Rasna starts from Rs. 2 and goes up to family pack of Rs. 105. The big box packet starts at Rs. 35 for 32 glasses.

Rasna is a leader in the Rs 250 crores preparatory or SDC category. It has an 80% marketshare in India. It poses the biggest competition to carbonated drink makers Coca-Cola and Pepsi, who are striving to increase home consumption. However, it has never looked into the ready to consumer category, where the carbonated drink makers almost dominate the market. On the other hand, Rasna, is already present in the ready-to-drink segment in the foreign market through products like 'Oranjolt' and 'Rasna Fruit Drink'.