Revamping Rasna – A Marketing Overhaul Saga

ADDITIONAL READINGS & REFERENCES:

1. Zachariah Reeba, Rasna-Maker Pioma, Del Monte Talk Joint Venture, www.rediff.com, March 2001.
2. Asha Bhonsle Sings Jingle for Rasna, www.domain-b.com, January 1, 2002.
3. Rasna Stirs Up an Image Change, www.blonnet.com, March 3, 2002.
4. Rasna Launches Rozana, www.reachouthyderabad.com, March 2002.
5. Srinivasan Lalitha, Rasna Set to Counter Coke's Sunfill with New Strategy, www.financialexpress.com, March 28, 2002.
6. Shastri Padmaja, Small Is Beautiful: Rasna To Launch Sachet Packets, Financial Express, March 2002.
7. Kurian Vinson, Rasna Promo Turns over a New Leaf, www.blonnet.com, April 11, 2002.
8. Shatrujeet N & Chakraborty Aloknath, Rasna and Frooti: Caught in an Advertising Bind, April 15, 2002.
9. Srinivasan Lalitha, Mixing a Brand New Mocktail, Financial Express, May 4, 2002.
10. Rasna Booster Formula, www.business-standard.com, August 6, 2002.
11. www.rasnainternational.com
12. www.expresshotelierandcaterer.com
13. www.domain-b.com
14. www.blonnet.com
15. www.thesynergyonline.com
16. www.tribuneindia.com
17. www.agencyfaqs.com
18. www.indiainfoline.com
19. www.indiantelevision.com
20. www.aandm.com
21. www.geocities.com

2010, ICMR (IBS Center for Management Research).All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means - electronic or mechanical, without permission.

To order copies, call +91- 8417- 236667 or write to ICMR,
Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal,
Ranga Reddy District,
Hyderabad-501504. Andhra Pradesh, INDIA. Ph: +91- 8417- 236667,
Fax: +91- 8417- 236668
E-mail: info@icmrindia.org
Website: www.icmrindia.org