SlideShare una empresa de Scribd logo
1 de 25
Descargar para leer sin conexión
INDIAN BEVERAGE INDUSTRY AND
RASNA JU-C
By Kumar Rajgeet
Beverages
Non
Alcoholic

Non
carbonated

Fruit juices,
Fruit drinks, Fruit
nectar, Tea,
Coffee

Alcoholic

Carbonated

Soda, Coca
Cola, Tonic
water

Non
distilled

Distilled
Non Carbonated
beverages

Tea, Coffee, Bottled
water, regional
beverages, etc.

Fruit Juice

Nectar

Fruit Drink
Fruit Juice

Nectar

Fruit Drink

•Prepared by
Fruit nectar contains
mechanically
25%-99% of fruit
squeezing fruit or
juice content.
vegetable flesh
without the
application of heat or
solvents. Its 100%
fruit juice.

Fruit drinks contain
an even lower
percentage of fruit
juice.

•No preservatives,
often pasteurized.

Preservatives
present.

Preservatives
present.

•No artificial content. Sweetener and
artificial color
present.

Sweetener and
artificial color
present.
THE BEVERAGE INDUSTRY IN INDIA
Retail sales of fruit/vegetable juice grew by 30% in
2012 reaching Rs52 billion
 Fruit/vegetable juice competes head on with
carbonates.
 The 100% juice category registers retail value growth
of 38%.
 Unit prices increase by 5% in current terms.
 Dabur leads fruit/vegetable juices with a 25% retail
value share.
 Fruit/vegetable juice is expected grow at a CAGR of
19% in retail volume terms over the forecast period.


• www.euromonitor.com, 2013


According to the Associated Chambers of Commerce and
Industry of India (ASSOCHAM), the non carbonated drink
industry in India is about to take a jump from US $2.7bn in
2012 to US $7.9bn by 2015.



This industry consisting primarily of fruit juices, drinks and
nectars is fuelled by the increase in the net disposable income
of Indians and the expansion of urban areas.



Fruit juice segment of this industry is growing the fastest at a
rate of around 35% annually while other components are
showing a growth of around 10%-15%.
www.euromonitor.com, 2013
Company Overview


Rasna is a soft drink concentrate brand owned by Pioma
Industries which is based in Ahmedabad, India.



It was launched in mid-seventies but started gaining popularity
in the eighties when the market was dominated by carbonated
soft drinks like Thums Up, Gold Spot and Limca.



As of 2009, Rasna had a 93% market share in the soft drink
concentrate market in India and as of 2011, the company had a
turnover of 3.5 billion.
• www.pitchonnet.com, 2013
Rasna Ju-C


In May 2013, Rasna launched its first ready to drink beverage
named Ju-C.



Ju-C which is positioned as a nutritionally healthy beverage
having 100 per cent RDA of Vitamin Cis targeted towards 8-14
years old children.



The drink has been launched in four flavours- mango, orange,
apple and mixed fruit.



Ju-C is designed to be consumed not just as breakfast flavour
product but as a snack as well due to its nutritional value.
• www.trendmonitor.com, 2013
The 7Ps of Marketing Mix.
PRODUCT
Rasna Ju-C is a ready to drink beverage.
 containing
 available

100% RDA OF Vitamin Cs.

in 1 litre and 250 ml pet

bottles.
 available

in 4 flavours i.e. mango,
orange, apple and mixed fruit.
www.thehindubusinessline.com, 2013
PRICE
 Ju-C’s

1 litre bottle is available at Rs 65 for mango

flavor.
1

litre bottle of mixed, orange and apple flavor is
available at Rs 75

 Its

250 ml bottle is available at a
competitive price of just Rs 18.

www.thehindubusinessline.com, 2013
PLACE
 Rasna’s

huge distribution network gives Ju-C a
competitive advantage consisting of:
 35 depots


2500 stocklists



1.8 million retail outlets



Sales force of around 700
• www.trendmonitor.com, 2013
PROMOTION
 Rasna

Ju-C is positioned as a healthy snack drink.

 Its

advertising strategy targets kids
between 8-14 years of age.

 The

drink was launched by Bollywood
actress Karishma Kapoor and the new
Rasna girl Avan Khambatta, the
daughter of Rasna’s Chairman.
www.thehindubusinessline.com, 2013
PACKAGING
 Rasna

Ju-C is available in attractive pet bottles.

 The

name of the drink is made up word with phonetics
containing the words Juice and C, pronounced same as
“Juicy”.

 The

name also signifies the 100% RDA of Vitamin Cs by
the letter C at the end.

 The

logo of Ju-C comprises a big C further stressing upon
its Vitamin C content.
www.thehindubusinessline.com, 2013
POSITIONING
 Ju-C

is being positioned as a nutritional snack drink.

 Its

trying to capture the imagination of kids as well as the
consciousness of their moms.

 Its

introductory phrase is ‘Tastier, Healthier and Fun’.
PEOPLE
 Sales,

Marketing, Operations and Quality control divisions
are already up and running.

 Ju-C

is established as a separate SBU of Rasna.

www.thehindubusinessline.com, 2013
www.thedelhisamachar.com, 2013
Competitive
Landscape
INGREDIENTS PER 100ML OF THE DRINK
Dabur Real

56 cal
Sugar 13 gm
Vitamin C- 12.5 mg
Potassium- 70 mg
Calcium- 5 mg
Contains added sugar
Tropicana
48 cal
Sugar 11gm
Vitamin C- 16 mg
Potassium- 170 mg
Calcium- 18 mg
No added sugar

Dabur Real
Activ

48 cal
Sugar 12 gm
Vitamin C- 20 mg
Potassium- 86 mg
Calcium- 18 mg
No added sugar

Rasna Ju-C

USP-Fortified with 100%
RDA Vitamin C

Minute Maid
42 cal
Sugar 10.5 gm
(no more info)
Contains added sugar
www.fitho.com, 2013
VARIANTS
Dabur Real

Dabur Real Activ

Rasna Ju-C

Orange, Pineapple, Mixed
fruit, Apple, Mango,
Pomegranate, Cranberry,
Guava, Grape, Sweet Lime,
Litchi, Peach, Plum and
Apricot.

Orange, Carrot juice,
Multi-fruit, Apple, Mixed
Fruit Spinach-Cucumber
Juice, Mixed Fruit
Beetroot-Carrot Juice and
Real ActiV+ fiber.

Mango, Apple, Orange,
Pineapple and Mixed

Tropicana

Minute Maid

Orange, Cranberry, Apple,
Mixed fruit, Pineapple,
Mango, Guava, Litchi,
Tomato, Grape,
Pomegranate and 100%
Tropicana.

Pulpy Orange, Lemon,
Apple, Mixed Fruit,
Mango, 100% - Grape,
Apple and Orange.

www.fitho.in, 2013
www.thehindu.com, 2013
www.thehimalyantimes.com,
2014
PRICING
Dabur Real

Dabur Real Activ

Rasna Ju-C

1 litre – Rs 80 to Rs 95

1 litre – Rs 95

1 litre -Rs 65 to Rs 75

330 ml – Rs 50 to Rs 60

250 ml - Rs 18

200 – Rs 23 to Rs 30

Tropicana

Minute Maid

1 litre – Rs 99

1 litre – Rs 85

200 ml – Rs 18 to Rs 25

200 ml – Rs 20

*Various sources
SWOT ANALYSIS

Rasna Ju-C
S

Strengths

• Brand image
• Competitive pricing
• Attractive packaging
• Vast distribution channel
• Strong parent company
• Health benefits
• Popularity

O

Opportunities

• Previously untapped vast segment
of kids
• Growing population
• Premium pricing of ‘competitor
products’
• Increasing health consciousness
• Fast paced lifestyle

W

Weaknesses

• Few variants
• No ‘early bird’ advantage
• Perceived as tasty, not healthy

T

Threats

• Presence of many competitors
• Stronghold of competitors in the
market
• Perception of “costlier means
better”.
• Environmental concerns near
bottling plants.
 The

ready-to-drink beverages industry in India is already a
cluttered space with PepsiCo’s Tropicana and Dabur’s
Real Fruit juice as the dominant players.

 Rasna,

which enjoys more than 80 per cent market share
in the powdered and concentrates category, will need to
recreate the same success story for Ju-C.

 Ju-C

seeks to target kids who are adventurous and its
communication approach will also reflect that tonality.



It will organize adventure-centric BTL activities in schools,
and in association with the RWAs.
www.thenewdelhisamachar.com, 2013
REFERENCES
www.thedelhisamachar.com, 2013
 www.thehindubusinessline, 2013
 www.fitho.in, 2013
 www.trendmonitor.com, 2014
 www.euromonitor.com, 2013

Rasna Ju-C and the Indian Beverage Industry
Rasna Ju-C and the Indian Beverage Industry

Más contenido relacionado

La actualidad más candente

Fresh Punch, New product strategy
Fresh Punch, New product strategyFresh Punch, New product strategy
Fresh Punch, New product strategyguest595aed
 
Marketing product launch on orange juice
Marketing product launch on orange juice Marketing product launch on orange juice
Marketing product launch on orange juice Ihsan Ullah Khan
 
Marketing plan for new juice product
Marketing plan for new juice productMarketing plan for new juice product
Marketing plan for new juice productRakeeb Ashraf
 
rasna marketing management
rasna marketing management rasna marketing management
rasna marketing management anujramman
 
Marketing ppt of launching a new product
Marketing ppt of launching a new productMarketing ppt of launching a new product
Marketing ppt of launching a new productbilal khan
 
Joosh (organic fruit juice)
Joosh (organic fruit juice)Joosh (organic fruit juice)
Joosh (organic fruit juice)Mahtab Khan
 
Shezan Marketing Report - Final Project - 2017 - UCP
Shezan Marketing Report - Final Project - 2017 - UCPShezan Marketing Report - Final Project - 2017 - UCP
Shezan Marketing Report - Final Project - 2017 - UCPFaHaD .H. NooR
 
A PROJECT REPORT ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”
A  PROJECT REPORT  ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”A  PROJECT REPORT  ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”
A PROJECT REPORT ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”Jyoti Prakash
 
Marketing Plain of Frooti juice
Marketing Plain of Frooti juiceMarketing Plain of Frooti juice
Marketing Plain of Frooti juiceLubnaKhawaj
 
Launching a new product in market
Launching a new product in marketLaunching a new product in market
Launching a new product in market113068
 
Pulpy Orange
Pulpy OrangePulpy Orange
Pulpy Orangepaddy53
 
Lipton tea presntation slides
Lipton tea presntation  slidesLipton tea presntation  slides
Lipton tea presntation slidesQadirkhan786
 
Lipton presentation made by Syed hassan shahbaz mba (marketing) final
Lipton presentation made by Syed hassan shahbaz mba (marketing) finalLipton presentation made by Syed hassan shahbaz mba (marketing) final
Lipton presentation made by Syed hassan shahbaz mba (marketing) finalSyed Shahbaz
 
Project of marketing plan for new product launch
Project of marketing plan for new product launchProject of marketing plan for new product launch
Project of marketing plan for new product launchmisbah ullah
 
case-study-chien-luoc-digital-marketing-nganh-fmcg-real-fruit-juice.pptx
case-study-chien-luoc-digital-marketing-nganh-fmcg-real-fruit-juice.pptxcase-study-chien-luoc-digital-marketing-nganh-fmcg-real-fruit-juice.pptx
case-study-chien-luoc-digital-marketing-nganh-fmcg-real-fruit-juice.pptxVu Dang Chung
 

La actualidad más candente (20)

Fresh Punch, New product strategy
Fresh Punch, New product strategyFresh Punch, New product strategy
Fresh Punch, New product strategy
 
Marketing product launch on orange juice
Marketing product launch on orange juice Marketing product launch on orange juice
Marketing product launch on orange juice
 
Marketing plan for new juice product
Marketing plan for new juice productMarketing plan for new juice product
Marketing plan for new juice product
 
rasna marketing management
rasna marketing management rasna marketing management
rasna marketing management
 
Revamping Rasna
Revamping RasnaRevamping Rasna
Revamping Rasna
 
Marketing ppt of launching a new product
Marketing ppt of launching a new productMarketing ppt of launching a new product
Marketing ppt of launching a new product
 
Joosh (organic fruit juice)
Joosh (organic fruit juice)Joosh (organic fruit juice)
Joosh (organic fruit juice)
 
Shezan Marketing Report - Final Project - 2017 - UCP
Shezan Marketing Report - Final Project - 2017 - UCPShezan Marketing Report - Final Project - 2017 - UCP
Shezan Marketing Report - Final Project - 2017 - UCP
 
A PROJECT REPORT ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”
A  PROJECT REPORT  ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”A  PROJECT REPORT  ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”
A PROJECT REPORT ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”
 
Tops pickle brand plan
Tops pickle brand planTops pickle brand plan
Tops pickle brand plan
 
Presentation on Fruit juice ( beverage ) industry.
 Presentation on Fruit juice  ( beverage )  industry. Presentation on Fruit juice  ( beverage )  industry.
Presentation on Fruit juice ( beverage ) industry.
 
Marketing Plain of Frooti juice
Marketing Plain of Frooti juiceMarketing Plain of Frooti juice
Marketing Plain of Frooti juice
 
Launching a new product in market
Launching a new product in marketLaunching a new product in market
Launching a new product in market
 
Pulpy Orange
Pulpy OrangePulpy Orange
Pulpy Orange
 
Lipton tea presntation slides
Lipton tea presntation  slidesLipton tea presntation  slides
Lipton tea presntation slides
 
Lipton
LiptonLipton
Lipton
 
Lipton presentation made by Syed hassan shahbaz mba (marketing) final
Lipton presentation made by Syed hassan shahbaz mba (marketing) finalLipton presentation made by Syed hassan shahbaz mba (marketing) final
Lipton presentation made by Syed hassan shahbaz mba (marketing) final
 
Project of marketing plan for new product launch
Project of marketing plan for new product launchProject of marketing plan for new product launch
Project of marketing plan for new product launch
 
case-study-chien-luoc-digital-marketing-nganh-fmcg-real-fruit-juice.pptx
case-study-chien-luoc-digital-marketing-nganh-fmcg-real-fruit-juice.pptxcase-study-chien-luoc-digital-marketing-nganh-fmcg-real-fruit-juice.pptx
case-study-chien-luoc-digital-marketing-nganh-fmcg-real-fruit-juice.pptx
 
Rasna project report
Rasna project reportRasna project report
Rasna project report
 

Destacado

Summer Internship Project Report on Rasna Ju-C
Summer Internship Project Report on Rasna Ju-CSummer Internship Project Report on Rasna Ju-C
Summer Internship Project Report on Rasna Ju-Crishabhshuklag
 
Market mapping of packaged water & juice in india
Market mapping of packaged water & juice in indiaMarket mapping of packaged water & juice in india
Market mapping of packaged water & juice in indiarajeev681986
 
Soft Drink Industry
Soft Drink IndustrySoft Drink Industry
Soft Drink IndustrySeth P.
 
Rasna
RasnaRasna
RasnaSuraj
 
GROVE FRESH LTD. – MARKETING ORGANIC JUICES
GROVE FRESH LTD. – MARKETING ORGANIC JUICESGROVE FRESH LTD. – MARKETING ORGANIC JUICES
GROVE FRESH LTD. – MARKETING ORGANIC JUICESAnshul Gupta
 
5. str. mgmt. process
5. str. mgmt. process5. str. mgmt. process
5. str. mgmt. processJigar Lakhani
 
F&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCamp
F&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCampF&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCamp
F&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCamptiemumbai
 
New product development(green coconut water jaul)
New product development(green coconut water jaul)New product development(green coconut water jaul)
New product development(green coconut water jaul)Mohammed Razib
 
Jamba Juice Facebook Analysis
Jamba Juice Facebook AnalysisJamba Juice Facebook Analysis
Jamba Juice Facebook Analysisjennyyparkk
 
Global alcoholic beverage industry 2016 market size, share, growth, analysis,...
Global alcoholic beverage industry 2016 market size, share, growth, analysis,...Global alcoholic beverage industry 2016 market size, share, growth, analysis,...
Global alcoholic beverage industry 2016 market size, share, growth, analysis,...LesterTN
 
Competitive Dynamics in the Watch Industry: the Swatch Case Study
Competitive Dynamics in the Watch Industry: the Swatch Case StudyCompetitive Dynamics in the Watch Industry: the Swatch Case Study
Competitive Dynamics in the Watch Industry: the Swatch Case StudyLuca Castellanza
 
Rasna Marketing Environment
Rasna Marketing EnvironmentRasna Marketing Environment
Rasna Marketing Environmentguestb613ad
 
Mercer Capital's Value Focus: Food & Beverage Industry | Q1 2016 | Segment: A...
Mercer Capital's Value Focus: Food & Beverage Industry | Q1 2016 | Segment: A...Mercer Capital's Value Focus: Food & Beverage Industry | Q1 2016 | Segment: A...
Mercer Capital's Value Focus: Food & Beverage Industry | Q1 2016 | Segment: A...Mercer Capital
 
Indian Food & Beverages - Consumer Trends
Indian Food & Beverages - Consumer TrendsIndian Food & Beverages - Consumer Trends
Indian Food & Beverages - Consumer TrendsTina Jain Mehta
 
Vietnam's soft drink consumer behavior
Vietnam's soft drink consumer behaviorVietnam's soft drink consumer behavior
Vietnam's soft drink consumer behaviorMarketIntello
 

Destacado (20)

Dabur real
Dabur realDabur real
Dabur real
 
Summer Internship Project Report on Rasna Ju-C
Summer Internship Project Report on Rasna Ju-CSummer Internship Project Report on Rasna Ju-C
Summer Internship Project Report on Rasna Ju-C
 
Market mapping of packaged water & juice in india
Market mapping of packaged water & juice in indiaMarket mapping of packaged water & juice in india
Market mapping of packaged water & juice in india
 
Soft Drink Industry
Soft Drink IndustrySoft Drink Industry
Soft Drink Industry
 
Rasna
RasnaRasna
Rasna
 
GROVE FRESH LTD. – MARKETING ORGANIC JUICES
GROVE FRESH LTD. – MARKETING ORGANIC JUICESGROVE FRESH LTD. – MARKETING ORGANIC JUICES
GROVE FRESH LTD. – MARKETING ORGANIC JUICES
 
5. str. mgmt. process
5. str. mgmt. process5. str. mgmt. process
5. str. mgmt. process
 
F&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCamp
F&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCampF&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCamp
F&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCamp
 
New product development(green coconut water jaul)
New product development(green coconut water jaul)New product development(green coconut water jaul)
New product development(green coconut water jaul)
 
Rasna ppt
Rasna pptRasna ppt
Rasna ppt
 
Jamba Juice Facebook Analysis
Jamba Juice Facebook AnalysisJamba Juice Facebook Analysis
Jamba Juice Facebook Analysis
 
Global alcoholic beverage industry 2016 market size, share, growth, analysis,...
Global alcoholic beverage industry 2016 market size, share, growth, analysis,...Global alcoholic beverage industry 2016 market size, share, growth, analysis,...
Global alcoholic beverage industry 2016 market size, share, growth, analysis,...
 
Competitive Dynamics in the Watch Industry: the Swatch Case Study
Competitive Dynamics in the Watch Industry: the Swatch Case StudyCompetitive Dynamics in the Watch Industry: the Swatch Case Study
Competitive Dynamics in the Watch Industry: the Swatch Case Study
 
Rasna Marketing Environment
Rasna Marketing EnvironmentRasna Marketing Environment
Rasna Marketing Environment
 
rasna
rasnarasna
rasna
 
Mercer Capital's Value Focus: Food & Beverage Industry | Q1 2016 | Segment: A...
Mercer Capital's Value Focus: Food & Beverage Industry | Q1 2016 | Segment: A...Mercer Capital's Value Focus: Food & Beverage Industry | Q1 2016 | Segment: A...
Mercer Capital's Value Focus: Food & Beverage Industry | Q1 2016 | Segment: A...
 
Indian Food & Beverages - Consumer Trends
Indian Food & Beverages - Consumer TrendsIndian Food & Beverages - Consumer Trends
Indian Food & Beverages - Consumer Trends
 
Vietnam's soft drink consumer behavior
Vietnam's soft drink consumer behaviorVietnam's soft drink consumer behavior
Vietnam's soft drink consumer behavior
 
Real juice
Real juiceReal juice
Real juice
 
Avocado
AvocadoAvocado
Avocado
 

Similar a Rasna Ju-C and the Indian Beverage Industry

Real juice
Real juiceReal juice
Real juiceRana987
 
crm-project-report
 crm-project-report crm-project-report
crm-project-reportsukesh gowda
 
Soft Drinks and Fruit Juices Business
Soft Drinks and Fruit Juices BusinessSoft Drinks and Fruit Juices Business
Soft Drinks and Fruit Juices BusinessAjjay Kumar Gupta
 
A Study About Pran Products
A Study About Pran  Products A Study About Pran  Products
A Study About Pran Products Moin Sarker
 
Coca cola New product Marketing
Coca cola New product MarketingCoca cola New product Marketing
Coca cola New product MarketingYogesh Dwivedi
 
Industry Visit Project (BBA) : Mapro
Industry Visit Project (BBA) : MaproIndustry Visit Project (BBA) : Mapro
Industry Visit Project (BBA) : Maprojitendrasangle
 
Oatly Advertisement Campaign Booklet
Oatly Advertisement Campaign Booklet Oatly Advertisement Campaign Booklet
Oatly Advertisement Campaign Booklet JuliaLoffredo
 
Raju Choudhary Complan Health Drink Report
Raju Choudhary  Complan Health Drink ReportRaju Choudhary  Complan Health Drink Report
Raju Choudhary Complan Health Drink Reportchoudharyraju
 
PRESENTATION ON MOUNTAIN DEW sheni
PRESENTATION ON MOUNTAIN DEW sheniPRESENTATION ON MOUNTAIN DEW sheni
PRESENTATION ON MOUNTAIN DEW shenishenila ladhani
 
Emerging trends in dairy beverages
Emerging trends in dairy beveragesEmerging trends in dairy beverages
Emerging trends in dairy beveragescoolharshu
 
Presentation for new investors april 12 2010
Presentation for new investors april 12 2010Presentation for new investors april 12 2010
Presentation for new investors april 12 2010David
 

Similar a Rasna Ju-C and the Indian Beverage Industry (20)

Juc
JucJuc
Juc
 
Real juice
Real juiceReal juice
Real juice
 
Advertising project
Advertising project   Advertising project
Advertising project
 
crm-project-report
 crm-project-report crm-project-report
crm-project-report
 
Soft Drinks and Fruit Juices Business
Soft Drinks and Fruit Juices BusinessSoft Drinks and Fruit Juices Business
Soft Drinks and Fruit Juices Business
 
A Study About Pran Products
A Study About Pran  Products A Study About Pran  Products
A Study About Pran Products
 
Coca cola New product Marketing
Coca cola New product MarketingCoca cola New product Marketing
Coca cola New product Marketing
 
Project adv. 12
Project adv. 12Project adv. 12
Project adv. 12
 
Industry Visit Project (BBA) : Mapro
Industry Visit Project (BBA) : MaproIndustry Visit Project (BBA) : Mapro
Industry Visit Project (BBA) : Mapro
 
Frugua
FruguaFrugua
Frugua
 
Consumer survey-findings-du pont
Consumer survey-findings-du pontConsumer survey-findings-du pont
Consumer survey-findings-du pont
 
Yoghurt_July_2013
Yoghurt_July_2013Yoghurt_July_2013
Yoghurt_July_2013
 
soft drink
soft drinksoft drink
soft drink
 
Oatly Advertisement Campaign Booklet
Oatly Advertisement Campaign Booklet Oatly Advertisement Campaign Booklet
Oatly Advertisement Campaign Booklet
 
ujjwal
ujjwalujjwal
ujjwal
 
Raju Choudhary Complan Health Drink Report
Raju Choudhary  Complan Health Drink ReportRaju Choudhary  Complan Health Drink Report
Raju Choudhary Complan Health Drink Report
 
PRESENTATION ON MOUNTAIN DEW sheni
PRESENTATION ON MOUNTAIN DEW sheniPRESENTATION ON MOUNTAIN DEW sheni
PRESENTATION ON MOUNTAIN DEW sheni
 
Emerging trends in dairy beverages
Emerging trends in dairy beveragesEmerging trends in dairy beverages
Emerging trends in dairy beverages
 
Beverages-Rasna
Beverages-RasnaBeverages-Rasna
Beverages-Rasna
 
Presentation for new investors april 12 2010
Presentation for new investors april 12 2010Presentation for new investors april 12 2010
Presentation for new investors april 12 2010
 

Más de Kumar Rajgeet

South China Sea Dispute
South China Sea DisputeSouth China Sea Dispute
South China Sea DisputeKumar Rajgeet
 
Indian Handicraft Industry
Indian Handicraft IndustryIndian Handicraft Industry
Indian Handicraft IndustryKumar Rajgeet
 
Failure and success of imc campaigns
Failure and success of imc campaignsFailure and success of imc campaigns
Failure and success of imc campaignsKumar Rajgeet
 
Heineken Lager Beer, India
Heineken Lager Beer, IndiaHeineken Lager Beer, India
Heineken Lager Beer, IndiaKumar Rajgeet
 
Good Day biscuits-Market Analysis
Good Day biscuits-Market AnalysisGood Day biscuits-Market Analysis
Good Day biscuits-Market AnalysisKumar Rajgeet
 
Business Ethics - Coca Cola
Business Ethics - Coca ColaBusiness Ethics - Coca Cola
Business Ethics - Coca ColaKumar Rajgeet
 
Alcohol Industry in India
Alcohol Industry in IndiaAlcohol Industry in India
Alcohol Industry in IndiaKumar Rajgeet
 
Tata Motors PESTEL Analysis
Tata Motors PESTEL AnalysisTata Motors PESTEL Analysis
Tata Motors PESTEL AnalysisKumar Rajgeet
 

Más de Kumar Rajgeet (8)

South China Sea Dispute
South China Sea DisputeSouth China Sea Dispute
South China Sea Dispute
 
Indian Handicraft Industry
Indian Handicraft IndustryIndian Handicraft Industry
Indian Handicraft Industry
 
Failure and success of imc campaigns
Failure and success of imc campaignsFailure and success of imc campaigns
Failure and success of imc campaigns
 
Heineken Lager Beer, India
Heineken Lager Beer, IndiaHeineken Lager Beer, India
Heineken Lager Beer, India
 
Good Day biscuits-Market Analysis
Good Day biscuits-Market AnalysisGood Day biscuits-Market Analysis
Good Day biscuits-Market Analysis
 
Business Ethics - Coca Cola
Business Ethics - Coca ColaBusiness Ethics - Coca Cola
Business Ethics - Coca Cola
 
Alcohol Industry in India
Alcohol Industry in IndiaAlcohol Industry in India
Alcohol Industry in India
 
Tata Motors PESTEL Analysis
Tata Motors PESTEL AnalysisTata Motors PESTEL Analysis
Tata Motors PESTEL Analysis
 

Último

Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 

Último (20)

Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 

Rasna Ju-C and the Indian Beverage Industry

  • 1. INDIAN BEVERAGE INDUSTRY AND RASNA JU-C By Kumar Rajgeet
  • 2. Beverages Non Alcoholic Non carbonated Fruit juices, Fruit drinks, Fruit nectar, Tea, Coffee Alcoholic Carbonated Soda, Coca Cola, Tonic water Non distilled Distilled
  • 3. Non Carbonated beverages Tea, Coffee, Bottled water, regional beverages, etc. Fruit Juice Nectar Fruit Drink
  • 4. Fruit Juice Nectar Fruit Drink •Prepared by Fruit nectar contains mechanically 25%-99% of fruit squeezing fruit or juice content. vegetable flesh without the application of heat or solvents. Its 100% fruit juice. Fruit drinks contain an even lower percentage of fruit juice. •No preservatives, often pasteurized. Preservatives present. Preservatives present. •No artificial content. Sweetener and artificial color present. Sweetener and artificial color present.
  • 5. THE BEVERAGE INDUSTRY IN INDIA Retail sales of fruit/vegetable juice grew by 30% in 2012 reaching Rs52 billion  Fruit/vegetable juice competes head on with carbonates.  The 100% juice category registers retail value growth of 38%.  Unit prices increase by 5% in current terms.  Dabur leads fruit/vegetable juices with a 25% retail value share.  Fruit/vegetable juice is expected grow at a CAGR of 19% in retail volume terms over the forecast period.  • www.euromonitor.com, 2013
  • 6.  According to the Associated Chambers of Commerce and Industry of India (ASSOCHAM), the non carbonated drink industry in India is about to take a jump from US $2.7bn in 2012 to US $7.9bn by 2015.  This industry consisting primarily of fruit juices, drinks and nectars is fuelled by the increase in the net disposable income of Indians and the expansion of urban areas.  Fruit juice segment of this industry is growing the fastest at a rate of around 35% annually while other components are showing a growth of around 10%-15%. www.euromonitor.com, 2013
  • 7. Company Overview  Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmedabad, India.  It was launched in mid-seventies but started gaining popularity in the eighties when the market was dominated by carbonated soft drinks like Thums Up, Gold Spot and Limca.  As of 2009, Rasna had a 93% market share in the soft drink concentrate market in India and as of 2011, the company had a turnover of 3.5 billion. • www.pitchonnet.com, 2013
  • 8. Rasna Ju-C  In May 2013, Rasna launched its first ready to drink beverage named Ju-C.  Ju-C which is positioned as a nutritionally healthy beverage having 100 per cent RDA of Vitamin Cis targeted towards 8-14 years old children.  The drink has been launched in four flavours- mango, orange, apple and mixed fruit.  Ju-C is designed to be consumed not just as breakfast flavour product but as a snack as well due to its nutritional value. • www.trendmonitor.com, 2013
  • 9. The 7Ps of Marketing Mix.
  • 10. PRODUCT Rasna Ju-C is a ready to drink beverage.  containing  available 100% RDA OF Vitamin Cs. in 1 litre and 250 ml pet bottles.  available in 4 flavours i.e. mango, orange, apple and mixed fruit. www.thehindubusinessline.com, 2013
  • 11. PRICE  Ju-C’s 1 litre bottle is available at Rs 65 for mango flavor. 1 litre bottle of mixed, orange and apple flavor is available at Rs 75  Its 250 ml bottle is available at a competitive price of just Rs 18. www.thehindubusinessline.com, 2013
  • 12. PLACE  Rasna’s huge distribution network gives Ju-C a competitive advantage consisting of:  35 depots  2500 stocklists  1.8 million retail outlets  Sales force of around 700 • www.trendmonitor.com, 2013
  • 13. PROMOTION  Rasna Ju-C is positioned as a healthy snack drink.  Its advertising strategy targets kids between 8-14 years of age.  The drink was launched by Bollywood actress Karishma Kapoor and the new Rasna girl Avan Khambatta, the daughter of Rasna’s Chairman. www.thehindubusinessline.com, 2013
  • 14. PACKAGING  Rasna Ju-C is available in attractive pet bottles.  The name of the drink is made up word with phonetics containing the words Juice and C, pronounced same as “Juicy”.  The name also signifies the 100% RDA of Vitamin Cs by the letter C at the end.  The logo of Ju-C comprises a big C further stressing upon its Vitamin C content. www.thehindubusinessline.com, 2013
  • 15. POSITIONING  Ju-C is being positioned as a nutritional snack drink.  Its trying to capture the imagination of kids as well as the consciousness of their moms.  Its introductory phrase is ‘Tastier, Healthier and Fun’.
  • 16. PEOPLE  Sales, Marketing, Operations and Quality control divisions are already up and running.  Ju-C is established as a separate SBU of Rasna. www.thehindubusinessline.com, 2013 www.thedelhisamachar.com, 2013
  • 18. INGREDIENTS PER 100ML OF THE DRINK Dabur Real 56 cal Sugar 13 gm Vitamin C- 12.5 mg Potassium- 70 mg Calcium- 5 mg Contains added sugar Tropicana 48 cal Sugar 11gm Vitamin C- 16 mg Potassium- 170 mg Calcium- 18 mg No added sugar Dabur Real Activ 48 cal Sugar 12 gm Vitamin C- 20 mg Potassium- 86 mg Calcium- 18 mg No added sugar Rasna Ju-C USP-Fortified with 100% RDA Vitamin C Minute Maid 42 cal Sugar 10.5 gm (no more info) Contains added sugar www.fitho.com, 2013
  • 19. VARIANTS Dabur Real Dabur Real Activ Rasna Ju-C Orange, Pineapple, Mixed fruit, Apple, Mango, Pomegranate, Cranberry, Guava, Grape, Sweet Lime, Litchi, Peach, Plum and Apricot. Orange, Carrot juice, Multi-fruit, Apple, Mixed Fruit Spinach-Cucumber Juice, Mixed Fruit Beetroot-Carrot Juice and Real ActiV+ fiber. Mango, Apple, Orange, Pineapple and Mixed Tropicana Minute Maid Orange, Cranberry, Apple, Mixed fruit, Pineapple, Mango, Guava, Litchi, Tomato, Grape, Pomegranate and 100% Tropicana. Pulpy Orange, Lemon, Apple, Mixed Fruit, Mango, 100% - Grape, Apple and Orange. www.fitho.in, 2013 www.thehindu.com, 2013 www.thehimalyantimes.com, 2014
  • 20. PRICING Dabur Real Dabur Real Activ Rasna Ju-C 1 litre – Rs 80 to Rs 95 1 litre – Rs 95 1 litre -Rs 65 to Rs 75 330 ml – Rs 50 to Rs 60 250 ml - Rs 18 200 – Rs 23 to Rs 30 Tropicana Minute Maid 1 litre – Rs 99 1 litre – Rs 85 200 ml – Rs 18 to Rs 25 200 ml – Rs 20 *Various sources
  • 21. SWOT ANALYSIS Rasna Ju-C S Strengths • Brand image • Competitive pricing • Attractive packaging • Vast distribution channel • Strong parent company • Health benefits • Popularity O Opportunities • Previously untapped vast segment of kids • Growing population • Premium pricing of ‘competitor products’ • Increasing health consciousness • Fast paced lifestyle W Weaknesses • Few variants • No ‘early bird’ advantage • Perceived as tasty, not healthy T Threats • Presence of many competitors • Stronghold of competitors in the market • Perception of “costlier means better”. • Environmental concerns near bottling plants.
  • 22.  The ready-to-drink beverages industry in India is already a cluttered space with PepsiCo’s Tropicana and Dabur’s Real Fruit juice as the dominant players.  Rasna, which enjoys more than 80 per cent market share in the powdered and concentrates category, will need to recreate the same success story for Ju-C.  Ju-C seeks to target kids who are adventurous and its communication approach will also reflect that tonality.  It will organize adventure-centric BTL activities in schools, and in association with the RWAs. www.thenewdelhisamachar.com, 2013
  • 23. REFERENCES www.thedelhisamachar.com, 2013  www.thehindubusinessline, 2013  www.fitho.in, 2013  www.trendmonitor.com, 2014  www.euromonitor.com, 2013 