abc

1. CASE STUDY
ON
I LOVE YOU
RASNA

2. HYPOTHESIS

3. Null Hypothesis:-
Rasna image recaptured and brand is revamped in
the market
Alternate Hypothesis:-
Rasna image not recaptured in the market.

4. RESEARCH
PROCESSES

5.  They discovered untapped potential of soft drink
concentrate by Market Research and then planned to
launch ad campaigns to increase the acceptability
 They researched impact of the ad campaign on the
mind of the customers.
 They also researched about the market share after
the entry of Pepsi and Coke.
 They discovered new problems regarding customer
changing needs ,After the decline of Rasna
 A survey was conducted by AC-Nielsen to measure
the consumer confidence in Rasna.

6. BENEFITS OF A NEW AD CAMPAIGN
 The new brand symbol-‘a leaf’, symbolized freshness and
naturalness which improved product acceptability among
customers.
• It targeted all segments based on age with the new tagline
and the logo. This changed the previous perceptions about
the product of being children oriented
• It established Rasna as a trustworthy product because of bein
endorsed by kids in the ads.

7. • It influenced the buying behavior of the parents as the ad
campaign improved the product acceptability.
• They came up with new celebrity brand ambassador(Karishma
Kapoor) helped the brand connect
to masses better.
• Customer involvement (slogan contests) also helps in gaining
customer loyalty for a long term.
• Displaying a complete range of Rasna and highlighting it for all
seasons makes it more value-added.

8. ACTIVITIES

9. Celebrity promotion
 Outdoor Promotion
Communication :-through attractive banners, posters
, news papers etc
 TV channels

11. Generally, promotion is communicating with the
public in an attempt to influence them toward
buying your products and/or services.
How does promotion differ from advertising?
Promotion is the broader, all inclusive term.
Advertising is just one specific action you could take
to promote your product or service. Promotion, as a
general term, includes all the ways available to make
a product and/or service known to and purchased by
customers and clients.

12. • The word promotion is also used specifically
to refer to a particular activity that is intended
to promote the business, product or service. A
store might advertise that it's having a big
promotion on certain items, for instance, or a
business person may refer to an ad as a
promotion.