Post by Harshit Sodha

What happens when a group of management students is handed the responsibility of rewriting the Marketing Strategy of a Legacy Empire. This was the task assigned to do. My team and I took on one of India’s most iconic beverage giants: Rasna. Rasna was a household name in the 90s. But currently it's facing downtime in comparison to its competitors. The reason: The new generation had changed over time, consumer habits evolved, and shelf dynamics shifted. A brand built on nostalgia was facing a modern-day downtime, and trying to penetrate in other sectors with honey and Chyawanprash this plan also backfired. The outcome: 1. Disconnect with a modern audience. 2. Less revenue 3. Less profit The Solution: We highlighted these points and redesigned the marketing strategy according to the current audience. 1. Pick Niche: Focusing on 3 main products. i. The concentrated mix ii. Juice packs iii. Jumpin 2. Repositioning: Market the product for the Gen-z, urban millennials, while keeping the nostalgia intact. 3. Distribution Channels: Instead of focusing on traditional advertising, move towards e-commerce and quick commerce. I lead a brilliant team which had @HeetKakadiya @TarakGala @ShubhamGala @NirmitRawariya The person who guided us @AditiSaini our professor at UPG college teaching Marketing and Personal Branding. She gave honest feedback on our work in which she praised the presentation and work but she also highlighted that I need to work on my communication a little more. I will definitely work on the points I lacked this time and come up better the next time. This is the link to our presentation which was made by me: https://lnkd.in/dGdF8Aim What is your honest feedback on our work please do let me know so I can improve the next time? This is project work done by my team and me. #BrandStrategy #FMCGMarketing #BrandTurnaround #PackagingDesign #ProductInnovation #Rasna #CaseStudy #Teamwork