Revamping Rasna - A Marketing Overhaul Saga

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG025 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 11 Pages
Period : 1995 - 2002
Pub Date : 2002
Teaching Note : Available
Organization : Pioma Industries Ltd
Industry : Food, Beverages and Tobacco
Countries : India


The case examines the market revamping exercise undertaken by Rasna Ltd., manufacturer of the leading soft-drink concentrate brand Rasna, in the Indian market. The case provides a detailed account of how the company built up the preparatory drink segment in the Indian beverages market by focusing on distribution, promotion and advertising.

The problems faced by Rasna in the late 1990s that led to the decision of a marketing strategy overhaul have been examined. One of the revamping strategies of Rasna, in terms of new product launches, segmentation, pricing and advertising have also been discussed.


Understand the dynamics of the soft drink concentrate (preparatory) business as part of the Indian beverages market.


  Page No.
No More 'I Love You Rasna' 1
The Making of Rasna 2
Rasna Wakes Up To The Challenge 3
Facing Challenges - The Second Inning 5
Hoping For A Sweet Future 7
Exhibits 9


Market, revamping exercise, Rasna Ltd., soft-drink, concentrate, Rasna, Indian market, preparatory drink , Indian beverages, focusing, distribution, promotion, advertising, Rasna, 1990, marketing strategy, new product launches, segmentation, pricing, advertising

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