Thursday, October 27, 2011

Brand Update : Rasna brings back " I Love You Rasna " Tagline

After around 5 years of messing up and experimenting with various taglines and positioning, Rasna has reverted to its original and famous tagline " I Love You Rasna " in 2011. The brand is now running a campaign for Rasna Fruitplus with the original tagline.

Watch the ad here : Rasna 2011 ad 
The brand from 2006 has been unnecessarily dabbling with its taglines and positioning. The change in the classic tagline was  prompted by increased competition and to attempt to attract youth towards the brand. The tagline of Rasna was first changed to " Relish a Gain ". Then came the tagline " Taste the madness".The campaign theme was also drastically altered. The cute girl child which formed the protagonist was changed. The target segment was also changed to include adults.  The brand was totally confused as to how to go about attracting the youth who were hooked to aerated softdrinks. Rasna could have attempted this using a sub-brand rather than changing the parent brand's positioning strategy. 
One good thing that the brand did was to focus on the health platform. But the communication during these years were totally below average ( personal opinion ). Another smart marketing practice adopted by Rasna was to launch products at interesting price points like 50 paisa, Rs.5 Rs.10,Rs.15, Rs.20 to Rs 85. The brand came out with smaller packs, Sachets and a packaging innovation like Rasna Sticks at Rs 5. These price points acted as a strong entry barrier for the competing brands.
Rasna is the market leader in the power-segment of Rs 1000 crore Indian prepared beverages market. The powdered beverages segment is valued around Rs 400-450 crore. Source : Business Standard.  The market has witnessed lot of competition but these competitors were not able to make a big dent in the market share of Rasna. Even the globally renowned brand like Tang was not able to make its mark in the Indian market. 
The brand hold tremendous recall and equity in the market and is the preferred choice to consumers thanks to the earlier brand building efforts. The kids who relished the " I love you Rasna " era has now grown up and the brand needs to establish the same connect with the next generation. Unlike the earlier Rasna generation, the new kids are growing up with Pepsi, Coke and Lays. 
In the last few years, the brand was trying to woo the so called " Youth " towards itself and messing up the brand. Afaqs Reports say that the brand earlier desperately wanted to break out of the earlier positioning worrying that it will be perceived as a kid's brand . I don't understand why the brand wanted to breakout from kid's market ( which is sufficiently large). In that process, the brand went into a positioning mess. 
How ever, Rasna did many right things in the other marketing mix elements. The brand priced itself smartly, launched many variants including squash and glucose powder , strengthened its distribution reach . 
Now the brand got back to the old ways. I am not sure about the reasons for this reversal of positioning strategy. How ever, it brings back the old memories for sure. 

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