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.