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

7. 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)

8. 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

9. PRICING AND SIZING

10. 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

11. TARGET AUDIENCE

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

13. Communication mix

14. Social Media Utilisation

15. 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

16. Digital Marketing – RasnaChamps