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Rasna BeverageVatsal Srivastava 124

To Study the Effectiveness of Distribution Channel in Rasna Beverage

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Industry Background & Company Profile

Beverage Industry

The brand Rasna is owned by Pioma industries

Dominates the powder drinks with about 80% market share

Rasna received the Superior Taste Award 2008 by The International Taste &

Quality Institute

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Cont…

1976-: Introduced under the brand name "JAFFE"

1979-: Brand name change to "RASNA"

1980-1990-: Ruled the market by the tag line "I LOVE U

RASNA"

1993- : Decline in sale due to the entry of competitors i.e. Coca-cola

1996-: Launched Rasna international & Rasna royal drink

2013-: Rasna enter ready to drink beverage segment with the brand

name ”RASNA JU-C"

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Project Title and objectives

Title:To Study the Effectiveness of Distribution Channel in Rasna Beverage

Objectives: Objective 1:

To find out the consumer’s purchase willingness about Rasna Ju C

Objective 2:

To find out the retailer’s purchase willingness about Rasna Ju C

Objective 3:

To find out the conflicts among distribution levels

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Work Performed

Work done: Sampling, Retailing, Feedback collection (Individual and in team ) Location: Kanpur and Lucknow Data collection: Primary data: Responses through questionnaires and interviews

Secondary data: Through Internet Statistical tools usedMultiple regression based on survey through questionnaires and analyzed using

SPSS

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Project Observations/ Findings

18%

16%

15%22%

2%4%

24%

FLAVOR PREF-ERENCEOrange Apple Pine Apple Mango

Litchi Guava Mixed Fruit

40%

32%

9%

3% 16%

Brand PreferenceReal Tropicana

Fresco Rasna Ju C

Cont…7

14%

74%

9%

3%

Monthly consumption of Juice0-3 litres 4-6 litres7-9 litres 10 and above litres

  Family(1 Lt)

70%

Individual(200/250

ml)30%

Package size of the juice

Cont…8

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Competitive Analysis

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Strategy Canvas

Prod

uct P

rice

Adve

rtise

men

t

Prod

uct D

eliver

y

Varie

ties in

Pro

duct

Post

Sal

es S

ervice

Bran

d Aw

aren

ess

Custo

mer

Dem

and

0

2

4

6

Real Tropicana Rasna Ju C

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Conflicts among distribution channel

Conflicts between super stockist and distributor

•Not facilitate any schemes for the distributor from the SS

Conflicts between distributor and retailer

•TSM assures distributor for adjustment of scheme product cost in next order or

by claim

•TSM offers retailer to sell on scheme(2+1) at low price also when product is

near expiry

• TSM also assures retailer for expiry product replacement

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Cont…Before After

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Gaps identified & Recommendation

•Gap 1: Irregular visit of public service representative

Recommendation: Weekly visit

•Gap 2: No proper scheme for expiry product replacement

Recommendation: Monthly collect the expiry product

•Gap 3: Lack of retailer incentive programs

Recommendation: Loyalty programs(Diamond, Gold, Silver) ,

offer Discount, travel trip and gifts

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Gaps identified & Recommendation

•Gap 4: Lack of brand awareness among the customers

Recommendation: Promotional activities(coupons,

sampling, contests and Sweepstakes) ,advertisement( holdings,

pumplets, advertisement on TV)

•Gap 5 : Lack of proper placement of schemes and discounts

Recommendation: Occasional scheme, Seasonal

scheme

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Learnings

• Distribution channel

• Product portfolio management

• Consumer preferences

• Promotional schemes and other activities

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THANKYOU