project report-rooh afza

Repositioning-Rooh Afza

S Y N O P S I S

The objective of this report is to provide with experience in applying the concepts and

methods of marketing to a real world marketing opportunity. This exercise imparts a clear

design and practical knowledge on the implementation of marketing strategies and plans.

‘Rooh Afza’ has been selected as the product for the report and has been repositioned.

Not only the target market, but also the value proposition, packaging and pricing has been

changed. ‘Energy and health’ has been made the unique selling proposition for the brand.

Rooh Afza is traditionally known for breaking the fast during Ramadan, the holy month

of fasting for Muslims. But it has the potential to be consumed throughout the year, in

summer season especially as it has the mix of natural contents like roses, herbs, flowers,

aqua of fruits and vegetables etc, which reduces the thirst and provides maximum utility

in terms of freshness, energy, relaxation on one part and taste on the other.

The marketing strategy specifies the target market, positioning, competition and product,

pricing, place, promotion strategies. The report covers SWOT analysis, PEST analysis,

value chain analysis of the activities, and the BCG matrix to evaluate the current position

of the brand itself. All possible areas and topics have been covered in the report indeed,

that are necessary for repositioning ‘Rooh Afza’.

Marketing Management Iqra University1


C O M PA N Y P R O F I L E

This company is both in India and Pakistan because at the time of partition some brothers

migrated to Pakistan and setup shop there. I believe this company is from Hyderabad

originally anyway it doesn’t matter; we have many Hamdard medical halls in Hyderabad,

managed by the Hamdard family.

Hamdard, 'the global house of herbal products' is a household name in Pakistan and is

known worldwide having a very large product range. Hamdard is engaged in production

of medicines under Greco-Arab System of Medicine. Herbal medicines are natural

medicines, simple to use and have no adverse side effects. The great man HAKIM

SAYEED established “Hamdard” in 1948.

STRATEGIC BUSINESS UNITS

Right now Hamdard has approximately 300 products. The products are produced in three

different forms i.e. liquids, solids, and semi solids. The products range fulfills the health

requirements from all age groups i.e. from infants to aged persons. Hamdard has a full

range of medicines for the cure of various diseases. The different strategic business units

of Hamdard are as follows:

Hamdard’s cosmetics.

Hamdard’s sharbat/drinks.

Hamdard’s herbal medicines.



P R O D U C T P R O F I L E

Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul Majeed and

manufactured by the companies he founded, Hamdard (Wakf) Laboratories, India and

Hamdard (Wakf) Laboratories, Pakistan, since 1907. The inventor never explained his

choice of the name Rooh Afza, English speakers often refer to it as 'rose syrup'. It is a

natural cold drink and a blend of pure crystalline sugar, distilled extracts of citrus

flowers, aquas of fruits, vegetables and cooling herbal ingredients processed to impart its

taste. Hakeem Abdul Majeed claimed that Rooh Afza was concocted using Unani

medical principles. However, it is said that Rooh Afza means "that which nurtures your

soul" because "rooh" means soul and "afza" means which nurtures.

“If you look at its color, it enchants your heart. If you taste it, you find its flavor

enlivening. In fragrance it excels other flowers. In efficacy it is quite an elixir. Its

refreshing and invigorating effect is beyond reckoning. A sharbat like Rooh Afza

has never been produced, nor ever shall be."



P R O B L E M I D E N T I F I C AT I O N

Defining the problem and objectives is often the hardest step in the research process. The

manager may know that something is wrong, without knowing the specific causes.

As we are repositioning Rooh Afza, so our primary objective was enhancing the usage by

identifying a new segment with new packaging.

RESEARCH ANALYSIS

We searched questionnaire online on the basis of which we have done research and need

analysis and identified the problems. And this research further helps us in making our

decision more justified.

SECTION 1

Q1: - About the age groups:

Age groups Response

5----10 0%

11----20 14%

21----40 60%

41----50 14%

51----60 12%



Q2: - About the incomes:

Income Response

2000-----5000 18%

5000-----10000 16%

10000-----20000 18%

20000-----30000 16%

30000-----40000 12%

40000-----50000 0%

50000 + 16%

Did not mention 4%

Q3: - About the family size:

Family size Response

Below 5 30%

5-----10 62%

10----15 4%

Above 15 4%

Q4: - Factors affecting the choice of drink:

Factors Results

Quality 58%

Advertisements 12%

Brand image 20%

Family preferences 12%

Price 20%

Taste 66%

Packaging 2%



Q5: - About the brands of ready drinks mostly consumed:

Drinks Response

Tops 4%

Frost 14%

Nestle 20%

Shezan 4%

Country 2%

Tang 24%

Pepsi and coke 20%

Other gas bottles 8%

Other juices 4%

Q6: - Which drink quenches thirst:

Options Response

Fruit juices 37%

Rooh Afza 39%

Jam-e-Shireen 15%

Others 9%



SECTION 2

Q1: - Awareness of people about Rooh Afza:

Option Result

Rooh Afza 100%

Q2: - People drink Rooh Afza:

Options Response

Yes 82%

No 18%

Q3: - How did people find it:

Options Results

Good 41%

Better 18%

Best 14%

Just right 27%

Q4: - What extend people are satisfied with Rooh Afza: -

Options Results

Very much satisfied 28%

Just satisfied 58%

Not much satisfied 6%

Dissatisfied 4%



Q5: - Alterations people want in Rooh Afza: -

Options Results

Packaging Change 62%

Flavor change 16%

Color change 14%

No change 8%

Q6: - Response of people about Rooh Afza that whether it’s good for health or not:

Options Response

Yes 54%

No 16%

No comments 30%



SECTION 3

Q1: - The basic thing that people like about Rooh Afza:

Options Results

Taste 56%

Color 14%

Contents 10%

After effects 16%

Everything 4%

Nothing 0

Q2: - Whether people would buy sachet of Rooh Afza or not:

Options Result

Buy it 78%

Don’t buy it 22%



N E E D A N A LY S I S

CONSIDERING ALL THESE NEEDS WE ARE REPOSITIONING IT

It’s purely thirst quenching drink.

As it comes under the category of energy drink and has no side effects apart from

other energy drinks like red bull contains caffeine. The Drink has lots of benefits but

due to some drawbacks Rooh Afza has become a restricted selling product.

As we are repositioning it 100% of the people are aware of Rooh Afza we just need to

promote it as the natural energizer.

66% of the people think taste does matter.

The alteration they want in Rooh Afza is the major draw back i.e., its packaging. 65%

of the people want the packaging to be changed and then the color.

It increases the level of glucose in the body which makes consumer energetic so its

one of the healthiest energy drinks.

It comes under the category of low priced drinks.

It recognized as Ramadan drink perception of the people plus it gives instant energy.

OBJECTIVE FOR REPOSITIONING

Rooh Afza is said to be very tasty and sweet. It is often mixed with milk, sugar, and ice.

Sometimes people make it with ice cream. Rooh Afza is traditionally made in preparation

for breaking the fast during Ramadan, the holy month of fasting for Muslims.

Now we are repositioning it as an energizer ROOH AFZA, the purpose for repositioning

it is to increase the usage of the product. Now it will be used as energy drink through out

the year and make it appealing for every class as an energy drink.



WHY THE NAME ROOH AFZA?

It has not been found out yet how the founder of Hamdard came upon the name 'Rooh

Afza'. Some think that this name is the product of his mind. Others express the view that

it came from some book of ancient myths and legends. Of such books, one is very

famous; the 'Masnavi Gulzar-e-Nasim' which was first published around 1254 Hijri. In

this book, the name of a character is 'Rooh Afza' who, according to the writer, was the

daughter of Muzaffar Shah, the King of Firdaus (Heaven).

THE CONCEPT

The product concept defines the purpose of the product, its suitability and business

advantages for the envisaged market. If a product is derived from a poorly defined

concept, no amount of advertising can sell it.



C O M P E T I T O R S

Marketing Management Iqra University

Rooh Afza

Indirect competitors

Direct competitors

Jam-e-Shireen.

Taskeen-e-Rooh.

Shezan squash.

Tops squash.

Mitchelles squash.

Red bull

Gastrode

Energile

Glucose D

Frost.

Nestle.

Tops.

Shezan.

Tang.

Coke drinks.

Limopani

Other gas bottle drinks.

Other juices.

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P R O D U C T S T Y L E A N D D E S I G N

Good design contributes to product usefulness. Another way to add customer value is

through distinctive product style and design. A sensational style may grab attention and

produce pleasing aesthetics. The reason for changing the style and design of Rooh Afza is

to attract the higher class as they are magnetized towards attractive and eye catchy

packaging.

Rooh Afza is bringing in the pet bottle which is east to carry. The pet bottle would be of

300 ml. Apart from the pet bottles, the family packs remain in two different sizes, i.e. 800

ml and 1500 ml.

Sachets are also being introduced for the first time which is really easy to use, especially

for sportsmen, athletes and people on the field.



S E G M E N TAT I O N

Rooh Afza is now identified as an energy drink, which gives energy instantly that also

naturally. As it has all the natural ingredients it is best for people who are engaged in

sports activities like professional athletes, students at school/college/university level, then

people exposed to the heat of the sun, working out-doors which de-hydrates them and

only water can not do the work. An excellent product for health conscious people who

prefer having things made out of natural ingredients. Mostly used by citizens living in

urban areas.

TARGET MARKET

Primary Target Market:

School/college/university students engaged in sports activities.

Professional Athletes

Club-level Athletes

Field Workers

Secondary Target Market:

All people who are health conscious

Anyone who enjoys sweet drinks

Occasional drinkers (like in Ramadan)



DEMOGRAPHICS

Age:

13 – 35 (people engaged in sports activities / professional athletes)

20 – 40 (field workers)

8 and above (no field required)

Gender:

Males and Females

Income:

15,000 Rupees and above per Household (A Income Class of Pakistan)

Occupation:

Professional Athletes, Sportsmen, Professionals, Students, Housewives

Family Size:

In Pakistan, the average family size is of about 6-7 people per household

Race:

Any

Religion:

Any



GEOGRAPHICS

Location:

Karāchi

Lahore

Faisalabad

Rāwalpindi

Multān

Hyderābād

Gujrānwāla

Peshāwar

Quetta

Islāmābād

Sargodha

Siālkot

Bahāwalpur

Density:

Urban & Suburban

Climate:

Since it is an energy drink it is not restricted to a certain climate.



PSYCHOGRAPHICS

Life Style:

Health conscious people who exercise and avoid energy drinks which have artificial

flavorings and ingredients such as high content of caffeine, which is harmful for the

body. These kinds of drinks are especially avoided by professional athletes.

Social Class:

It’s an economical drink which can be afforded by anyone especially the sachet.

BEHAVIORAL

Occasions:

The drink is very popular in Ramadan, again the main reason being that it gives instant

energy when the fast is broken. But now it will be used all round the year.

BENEFITS

Appended Bellow are some benefits of Rooh Afza:

Rooh Afza as a nutrient:

Rooh Afza as a nutrient is in the form of invert sugar, glucose and fructose says it all. All

these three ingredients give energy naturally without actually harming your body.

Rooh Afza for essential electrolytes:

It has necessary contents of sodium, potassium, magnesium, calcium, chloride and

phosphate, which help keeping the body hydrated.



Rooh Afza for retention of body water

It also has the ability to maintain and finally adjust the body's water balance due to the

presence of electrolytes in balanced quantity.

Rooh Afza's medicinal properties

It has medicinal properties which stimulate and correct the function of the heart, liver and

kidney and check vomiting, diarrhea, indigestion and stomach ache.

Rooh Afza's soothing and refreshing properties

It acts on the central nervous system and the rest of the body to keep them active and in

perfect balance.

USAGE STATUS:

The usage of Rooh Afza in the market is approximately 82%

LOYALTY STATUS:

People are very loyal towards the name “ROOH AZFA ”, as it has been there since ages

and has a very reputable name. The mere mention of Rooh Afza’a name gives out every

thing. People know if it’s Rooh Afza then it excels in quality.

ATTITUDE TOWARDS THE PRODUCT:

The attitude towards Rooh Afza is immensely positive. Approximately 82% of the

population drinks Rooh Afza. People who like Rooh Afza are crazy about it but people

who don’t like it run away from it, but the dislike towards it is very low.



M A R K E T I N G S T R AT E GY

PRODUCT

You may feel thirsty or just want to have something the then answer to your thirst is the

drink Rooh Afza. A refreshing and delicious drink good for sunstroke, quenching the

thirst, palpitation, nausea and other summer complains. We have repositioned it after

identifying a new segment we are increasing its usage for that we are coming up with

small 300 ml bottles easy to carry especially for our new targeted market and sachets for

convenience plus 500 ml bottle.



PRODUCT MIX STRATEGY

We are Repositioning Rooh Afzah coming up with satchel and small 350ml bottles for

convenience and increasing the usage. If you ask for growth strategy it is Market

development.

INGREDIENTS

The contents of Rooh Afza are as follows:

Refined sugar.

Distilled aqua extracts of fruits.

Herbs.



Keora.

Citrus flowers.

Rose.

Red food Colour.

Preservatives.

PRODUCT LEVELS

Core Product:

A drink that quenches the thirst.

Actual Product

Rooh Afzah sharbat.

PRODUCT ATTRIBUTES

A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation,

nausea and other summer complains. Because of it’s being in convenient will be available

in sachets and small bottles easy tu use for our new segment customers now can have

Rooh Afza whenever they want and wherever they want.

PRODUCT BRANDING

Rooh Afza is a registered trademark of Hamdard Laboratories (WAQF) Pakistan. Brand

repositioning strategy has been practiced by choosing the existing brand name “Rooh

Afza” but due to some drawbacks and in order to enhance its usage we are repositioning

it.

PRODUCT PACKAGING

As people are becoming more and more health conscious day by day, Rooh Afza will be

packed in 350ml. and satchel easy to carry costly for the firm but customer satisfaction

and quality product transfer is a duty of Hamdard laboratories (WAQF) Pakistan.

PRODUCT LABELLING



The labeling of the bottles and satchel Rooh Afza will be highlighting the positioning i.e.

“Energizer of the Soul”

PRICE

The following factors were considered in the pricing of Rooh Afza:

Marketing objective i.e. market share leadership through price penetration (lower price

for getting maximum market share).

Marketing mix strategies.

Costs.

Other organizational considerations.

The market and demand.

Consumer perception of price and value.



Competitor’s prices.

Other external environmental factors.

After considering the costs, competitor prices, marketing objectives, consumer perception

of price and other factors, the price that have been decided are appended below: Size Price

Pet Bottle 300 ml. Rs. 40

Family Pack 500 ml. Rs. 170

Sachet 10 ml Rs. 5

The prices have been kept low as compared to that of Rooh Afza’s competitors in order

to attract a large market and keeping in view the needs of outdoor workers. At this low

price with such high utility, no one would forego to buy and enjoy Rooh Afza.

PLACE

Rooh Afza bottles and sachets would be placed at all retail outlets in super markets

throughout the country. Keeping in view the target market, it will be made sure that it is

available in all the nearby general stores of playgrounds and parks.

The distribution will take place from the warehouses from where the distribution vans

will transport Rooh Afza cartons to the markets, and deliver the orders according to the

demand of the retailer right there.



Regional Sales Managers would be assigned this task to keep a check on the distribution

and supply management to make sure about the availability of Rooh Afza in their

designated regions

DISTRIBUTION CHANNELS

THE CHANNEL LEVELS

THE DISTRIBUTION STRATEGY

After repositioning the product the strategy we are going to implement is Pull strategy.

Through pull strategy demand will be created in the market through effectual promotions

and advertisement.

DISTRIBUTION AREAS

Initially All urban cities of Pakistan

Distribution Channel

First priority would be to deliver good quality product at the right time.

Marketing Management Iqra University

Customers

Retailer

Wholesaler

Stockade dealers

Zonal offices

Company

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Trucks for transportation of drinks from company to the zonal offices.

Vertical marketing system with pull strategy, in order to match the product with

customer needs and demands.

The extensive production of Rooh Afza will commence from the month of February

and will continue till the month of September. From October to January, production

will be done only on sudden demands if necessary so company will hold enough

stock for these months i.e. October to January.

PROMOTION

PROMOTIONAL OBJECTIVES

Escalating customer awareness of the product.

Escalating customer knowledge about the product.

Escalating customer liking for the product.

PROMOTIONAL APPEAL

In promotional appeal we will highlight 3 main product benefits especially for the new

segmented market:

It quenches the thirst.

It gives energy, vigor to the body and mind.



You can have it whenever you want because it’s ready to drink.

PROMOTIONAL STRATEGIES

The promotional strategy for Rooh Afza would consist of the following sources:

Advertising.

Sales promotion.

Event Marketing

ADVERTISING

For the first six months, the advertising would be focused mainly on below the line

activities because promoting it as an energy drink is the main objective along with

spreading awareness about its benefits and how it is useful as a healthy drink. Above the

line activities would not be much aggressive as Rooh Afza is a well known product and

there is much awareness of the product in the market. Advertising will cover 60% of the

budget out of the total Promotion budget.

ABOVE THE LINE ACTIVITIES

Newspapers

Jung and DAWN newspaper have the widest readership and circulation among our

targeted market; these would carry most of the advertisements for the publication media.

Also, the print ads will be published in other much read newspapers like be designed, i.e.

half page and quarter page.

Magazines



Magazines like Herald, Akhbar-e-Jaha and Sunday magazine will have insertions of our

full page Ads in order to create understanding and awareness for the product for the new

target market.

Television

Tele commercials will be aired on sports channels and news channels as the viewer ship

of these channels is highly common among the targeted market. Channels like ESPN,

Geo Super, Ten Sports, then , Geo News, Dawn News, ARY World

Billboards

Billboards will be placed at busy thoroughfares in big cities. Billboards will be our most

permanent and long lasting form of advertisement. The size of billboard advertisement

would be 25 x 10 feet.

There are 6 bill boards in the city on different locations which are;

North Nazimabad

Korangi crossing

Defence

Gulistan-e-Jauhar

Gulshan-e-Iqbal

BELOW THE LINE ACTIVITIES

Promotional Vans

Promotional vans would be deployed on public places which would distribute Rooh Afza

for free giving out the message of being an instant energy drink. This campaign of free

sampling would last for three months at least in order to make people aware of the

benefits and the attributes. These vans would be placed at places like Saddar in Karachi,

Bara in Rawalpindi, Anarkali in Lahore, etc.



Contests

Different contests among school/university going students will be carried out in order to

spread awareness of Rooh Afza as “THE ENERGY DRINK”.

SALES PROMOTION

To increase the sales with the new target market, offers would be made to the

customers. An example of this offer could be “You have a chance to win a 1000

CC Car by purchasing a certain Rooh Afza bottle, a look inside the lid would

decide if you’re the winner or not.” .

EVENT MARKETING

To capture the new target market .i.e. mainly the sportsmen and field workers.

Rooh Afza will sponsor all the sports events for six months.

Sponsoring local street matches

As it is a tradition in Pakistan that boys come out in streets and then they have different

matches of Cricket, Volley ball, Foot Ball etc, we would sponsor all these matches which

would spread awareness of Rooh Afza.

Sponsoring sports events in schools/colleges/universities

Students are attracted by all these events and by sponsoring such an event will bring

much more publicity.



This will help in building the demand for Rooh Afza not only for the sportsmen but also

people at large because our have the tendency to follow sportsmen and when they will

see them drinking Rooh Afza, would also start drink it occasionally, if not regularly

Sponsoring Concerts

Every time someone sponsors a certain concert with the best artists it certainly becomes

the most talked about event in town. And Rooh Afza has a well reputed name so

gathering the best artists will not be a problem, and sponsoring it will certainly put the

product in the audiences mind.

S W O T A N A LY S I S

STRENGTHS

A popular summer drink that quenches thirst, maintains the water-electrolyte balance,

and acts as an instant source of energy for the body.

It is a type of UNANI medicine which has zero side effects.



It acts as a coolant and enhances resistance towards diseases.

It is recommended by some doctors for weak and old people.

WEAKNESSES

Company’s inability to maintain sales varying with seasons e.g. low sale of Rooh

Afza in winters.

Threats

Seasonal variations in sales

Competitors

Ever changing customer preferences like, now customers ask for convenience

Ever changing external environment.

OPPORTUNITIES

As Rooh Afza is inexpensive compared to other beverages, it can generate huge

demand and the revenue accordingly.

Population is increasing by a considerable rate per year, giving us another opportunity

to increase our market share.

Rooh Afza has a supreme brand image in people’s mind, it can go for line extension

and enter the category of pure juices and milk for instance.



THREATS

The biggest threat for Rooh Afza has always been the competitors in the industry.

Prices and the inflation rate is increasing day by day , this reduces the purchasing

power of the customer and the lower income groups could find it difficult to afford

Rooh Afza which would directly leave a negative impact on the revenue.

C O N C LU S I O N

Hamdard has the most prestigious name for the health care products. With the benefit of

the name Hamdard has been immensely successful with its drink “ROOH AFZA. The

technology Hamdard has, the domestic market situation and their international experience

will surely enable them to maintain their motto. The target market of this product will be

mainly the sportsmen, professional athletes, field workers, health conscious and time

oriented people. By repositioning Rooh Afza, it will boost its profit and will get more

level of customer satisfaction. Hamdard uses refined sugar, distilled aqua extracts of

fruits and herbs that give it an exotic flavor. Hamdard always try to provide its consumers

with the premium quality in hygienic conditions. For Hamdard quality comes first so it



has equipped its labs with the latest and best quality machines. Hamdard has set its price

within the range of possible prices determine by market demand and cost, competitors

cost, prices in which there is hardly any change. For promotion there will be six

billboards put up in different areas of the city, ads in newspapers and TV channels. There

will also be activities like sponsoring matches and concerts.

The opinion of people towards taste and freshness of Rooh afza is excellent. The overall

experience of people is good but this should be looked into as more customers are

satisfied and the more Hamdard’s goodwill would be enhanced


project report-rooh afza

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