1 / 16

Indirect competition

Indirect competition. Closest competitor to JU-C from other category of juices is from Slice,Maaza and Frooti. Frooti was launched by Parle agro in 1985 Tagline: Mago Frooti , Fresh n juicy Brand Ambassador: Shahrukh Khan. Maaza is launched by Coca-cola

nayef
Download Presentation

Indirect competition

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Indirect competition Closest competitor to JU-C from other category of juices is from Slice,Maaza and Frooti • Frooti was launched by Parle agro in 1985 • Tagline: MagoFrooti, Fresh n juicy • Brand Ambassador: Shahrukh Khan • Maaza is launched by Coca-cola • Tagline: MaazalaoAamkipyasbujayo • Brand Ambassador: Parineeti Chopra, Imran Khan • Slice is relaunched by PepsiCo in 2008 with Aamsutra Campaign • Tagline: Ab rang barsega • Brand Ambassador: Katrina Kaif

  2. Understanding the Customer

  3. Understanding the Customer

  4. Findings and Insights

  5. Findings and Insights

  6. Increase penetration via distribution in tier 2, tier 3 cities and rural areas • Sell small Rs. 2 packets in the rural market • Encourage use of Rasna over NimbuPani in this market • Make product available in maximum stores all over India during four months summer. (Increase distribution reach during summer)

  7. Geographic: Tier 1 and Tier 2 Cities • Demographic: Drink for the youth • Psychographic: Morning and Evening Drink Segmentation Undifferentiated Marketing Strategy focusing towards Rasna JU-C targeted towards the youth Targeting • Position it as a health drink for youth • Change Tagline as – ‘We Love You Rasna’ Positioning

  8. PRICING AND SIZING

  9. Place • Target Tier I & Tier II cities. • Supermarkets, departmental stores, kirana shops • College & office canteens, metro & bus stops • First moment of truth – right beside Tropicana & Real fruit juices • Aggressive placement strategy Promotion • Association with brand Rasna to leverage brand equity • Suresh Raina as brand ambassador • Aggressive ATL communication – chiefly on TV & internet • Campaigns & events in schools & colleges, sports clubs

  10. TARGET AUDIENCE

  11. OBJECTIVE • To induce trials • Recommendation and endorsement by healthcare professionals • Capturing existing market share from Real and Tropicana

  12. Communication mix

  13. Social Media Utilisation

  14. Digital Marketing - Website • Positives: • Faster Loading Time • Appealing Look • Very informative site • Recommendations: • Revamping website and giving it a more modern feel • Making website more interactive and user-friendly • Making a mobile-friendly version of the site • Adding recipes and usage ideas for RasnaJu-C

  15. Digital Marketing – RasnaChamps

More Related