Distribution:

The distribution channel of Rasna follows 3to 5 tire architecture.It follows the super sub concept of distribution :

1. the product produced in the factory which is strategically located to minimize the transportation cost.

2.the packaged product has been sent to the variouscomapny depotacross the country to distribute and meet the respective market demand..

3. from the comapny depot the product has been deliveredto the different stockist according to the previous placed orders.

3. then the goods have been to the sub stockist point or in some cases whole sale stores.

4.the secondary sale fom the sub stockist or from the super stockist is ensured by the constant monitoring by the comapny personnel.

Rasna follows different distribution channels model according to the local demand. and for every model the goak of the comapny is to deliver a quality to the end user.

SEGMENTATION, POSITIONING ,TARGETING :

Segmentation:

Geographic: Tier 1 and Tier 2 Cities

Demographic: Drink for the youth

Psychographic: Morning and Evening  Drink.

Targeting:

Undifferentiated Marketing Strategy focusing towards Rasna JU-C targeted towards youth.

Positioning:

Position it as a health drink for youth.

       A functional beverage is a non-alcoholic product that includes in its formulation ingredients such as herbs, vitamins, minerals, amino acids or additional raw fruit or vegetables. The company’s new business division, Rasna Beverages, is unleashing energy drinks, fruit drinks and fruit nectars, which will be pitted against multinational brands in their respective segments.

      “We are looking at value added offerings in segments such as fruit juices, nectars and energy drink and test launching them next month under sub brands. These would be under functional beverages as we are adding something to them to differentiate from the rest of the brands in the same category,” said Chairman and Managing Director Piruz Khambatta.

        Currently, the Rs. 250-crore energy drink market is occupied by international brands, with some Indian brands such as Zinga and Cloud Nine. “The mass market for energy drinks is vacant. We can grow in this segment,” he said. Today, Rasna is a market leader in the powder fruit drink category with 85 per cent share. However, of late, there has been increasing competition from MNCs, such as Cadbury Kraft (Tang) and PepsiCo-owned Tropicana, also entering the fray with renewed aggression.

Rasna has assigned Rs. 35 crore ad budget for the summer with a slew of campaigns (created by boutique agency Curry Nation). However, it is not jumping on the IPL bandwagon. “We are waiting for ad rates to go down even further for the tournament. Last year, we had bought spots for the last few matches towards the end of the tournament,” said Khambatta.