Revamping Rasna - A Marketing Overhaul Saga |
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No More 'I Love You Rasna' Contd...Pioma soon released music cassettes and CDs featuring remixes of old, popular Hindi songs and the new Rasna song. In addition to this, the company sponsored musical events across the country. Industry observers were however, viewing the above developments as Pioma's desperate attempts to infuse fresh life into Rasna.
The Making of RasnaPioma, an Ahmedabad (Gujarat) based company was the first to introduce the concept of SDC in India. Its proprietors, the Khambattas saw a huge untapped potential in the market with Coca-Cola, an MNC cola major, on the verge of closing all its operations in India, due to policy changes with regard to MNCs operating in India.
Though many analysts felt that Rasna's do-it-yourself concept would be cumbersome and hence unappealing to consumers, it became the very reason for its success. This was because Rasna was able to exploit the Indian middle class housewife's traditional distrust for food and drink not made at home... |
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