Rasna

1.

* Soft Drinks: RASNA

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 Thumps up, Gold Spot and Limca.

Brand Image | Kraft Foods, which markets soft drink concentrate under the Tang brand internationally entered India in 2001 by setting up a manufacturing facility in Hyderabad. By 2003, tough competition from Rasna among other brands forced Kraft to shut its plant in India. At the time Rasna was said to be interested in purchasing the plant. |

Brand Equity | Rasna made another attempt at acquisition in 2003 itself, when it attempted to buy Brown & Polson and Rex Jelly brands from Hindustan Lever. India was the first market where Coca-Cola launched its soft drink concentrate brand, Sunfill. This brand too did not do well and was withdrawn in 2004, failing to break Rasna's monopoly in the segment. Like Tang, Sunfill too has been recently re-launched in India, in 2011. |

Brand Positioning | The company has used national television as a mode of advertising its products since the 1980s. Its tagline "I love you Rasna" is aimed at children. Rasna's distribution was initially taken up by Voltas and after two years of handling, Khambhatta decided to withdraw and approached Rallis and Corn products. As part as a promotional campaign featuring then Miss India, Pooja Chopra, Rasna made an attempt to break the Guinness World Record for the "world's biggest glass" in 2009. |

Brand Loyalty | In the original ad campaign, the Rasna girl was played by Ankita Jhaveri, now an actress in South India while the latest one, Avan Khambatta is from the Khambatta family which owns the company. |

2. Create a questionnaire of 10 questions to assess the brand equity of this brand based on the following:

Questionnaire

1) Fill the statement : “I Love You ………….”...