Revamping Rasna - A Marketing Overhaul Saga |
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ExcerptsRasna Wakes Up To The ChallengePioma finally decided to extend Rasna's brand portfolio and launched a pre-sweetened mix-and-drink product in 1996. Targeted at the upper end of the market, Rasna International was a nutritious and vitamin-enriched version of the regular Rasna SDC version. This was followed by the launch of Rasna Royal, positioned as a vitamin-enriched version of Rasna... Facing Challenges - The Second Inning
The company also extended its strategy of Rasna being a mass drink to its global markets. Commenting on this, Khambatta said, "We have made sure that the Rasna International brand is placed along with the other preparatory soft drink brands such as Tang in international retail stores, and not in the Indian foods counter in those stores."...
Exhibits
Exhibit I: Rasna -International Presence & Offerings |
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