Top Story

e4m_logo.png

Home >> Marketing >> Article

Rasna targets billion Cola Cola glasses in FY05

30-April-2004
Font Size   16
Share
Rasna targets billion Cola Cola glasses in FY05

For soft drink concentrate major Rasna, success doesn’t end with capturing nearly 93% marketshare. The month-old brand Rasna Cola Cola has attained the unique distinction of selling 150 million glasses, said an official release. And, having crossed this milestone, the group is now eyeing at a target of selling one billion glasses by the end of the running financial year.

The success of Rasna Cola Cola could mainly be attributed to the aggressive pricing strategy (50 paise/glass), the company adopted to cash in on the need-gap existing in the soft drink concentrate market.

The release quoted Piruz Khambatta, CMD, Rasna, as saying: "This is a major achievement for Rasna. We had introduced Rasna Cola Cola in sachets with the intent to make cola an affordable and easily available drink for the masses. The amazing success of Rasna Cola Cola has proved our efforts worthy."

The group carried out extensive research prior to the launch of the brand. "Currently the soft drink concentrate market is estimated at Rs 300 crore. And, Rasna sells around 2 billion glasses across various flavours today. With Rasna Cola Cola, we would be able to increase our sales by 50% as we hope to sell one billion glasses of Cola Cola in the year 2004-05," Khambatta added.

As a part of its market expansion strategy, Rasna has gone beyond kids to target young mothers. The group has recently inked a contract with actress Karisma Kapur as brand ambassadress. Veteran adman Prahlad Kakkar has been entrusted for the advertisement campaign.

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.