Consumer buying decision process

    People today are becoming more conscious about their health .They are shifting from  carbonated drinks to non carbonated drinks. This shift is favorable for fri drinks or ice makers, who are constantly coming  with new innovations in their product. Rasna provides such taste of fruit –ready to drink mix. Rasna has all its products today pitched on the health platform. In this day and age when health consciousness is growing, it’s a good choice as a refreshment. Rasna has been a fruit drink that provides vitamins. The main target is not only children but also the adults.

·       Tang is the main competitor of Rasna in the market.The consumers shall see how Rasna  is better than Tang with respect to taste and also price. The consumer can search from the various flavors available. He can choose what all flavors do other brands provide.

·       Today rasna is not only for kids but for all age groups. The brand has finally bid goodbye to its childhood and the 'I Love You Rasna' era. The youthful imagery, peppy tone and exuberant visuals of the new TV commercial, not to forget the funky tagline — 'Life Main Rasna Milaofy' . Rasna gives a variety of flavors starting from mango ,orange,litchi, pineapple to cola. It has also entered the arena of health fitness drinks –Glucon D. Rasna starts from Rs. 2 and goes up to family pack of Rs. 105. The box pack starts at Rs. 35 for 32 glasses. It is a drink that can be afforded by all kinds of households. A lot of new recipes can be made out of a powdered drink mix.

·       After the consumer has purchased the drink mix ,it is the onus of the Rasna company to deliver the value as promised before the purchase. Various after purchase feed backs are taken from the customers and the needful is done.

Life Cycle 

Introduction:

Pioma launched Rasna international , a sweetened mix-and-drink and Rasna Royal a vitamin enriched version of Rasna SDC in 1996. It was priced high, targeted at the upper end of the market where the consumers ere health conscious. Rasna Royal had failed in the market whereas Rasna International had become quite successful

Growth:

Rasna had launched new flavors  Rasna Yorker and Rasna Aqua fun earlier. These products were launched in order to exploit the Cricket World cup at the time of Kapil Dev. He was brought in to endorse Rasna yorker. In 2000, Pioma broadened its product portfolio with its launch of Oranjolt.  It was a carbonated fruit drink available in 1.5 litres pet bottle.

Maturity:

The failure of Aqua fun was given mainly to its blue color.  This attribute was not readily accepted by the consumers in India.  Launched Oranjolt only in selected outlets.  It had lower Shelf-life. Sales volume was reducing by 7% every year.  Steady increase in the price of Rasna SDC was proving to be another hurdle. Growing awareness among the consumers regarding difference between natural and artificial flavors. Hence there was an Increase in purchasing power. Availability of more international products in tetra packs.

POSITIONING STRATEGY -Rasna is positioned as an International brand .It has reached out to the masses and created brand awareness in towns and remote villages. It laid emphasis on price range of 80ps per glass to Rs.4 per glass. It placed Rasna international along with other brands in preparatory area such as tang in the retail stores. Brought out value added products for the existing consumers and implemented strategies to attract new consumers.

Revamp

Planned to reach an estimated 7 lakhs retailers annually. Strengthened its distribution channels in order to cover villages with a population of up to 5000. Appointed 47 additional sales personnel, 350 cycle salesmen, 150 pilot salesmen, engaged 500 vans for the coverage of rural areas. It categorized its product line into two brands, Rasna Utsav , Rasna Rosana and sub brand Rosana fruit boosters. For distinct visibility of its products Rasna chose the leaf as its brand symbol. New brands were enriched with vitamins and ingredients to render instant energy. Priced Rosana Amrit sachets at Rs.2 competing Sunfill and Tang.

The revamping exercise was fruitful. Helped in retaining leadership, having 82% market share ž In 2002, Rasna was the most widely distributed product. Emerged as a Mass Brand across socio- economic barriers. Ranked 7th in F&B category in India, in 2002.