PRINCIPLE OF MARKETING

PROJECT REPORT ON 4P’S

SUBMITTED TOMR.RIZWAN KHAN

SUBMITTED BYMUHAMMAD SAMIT ZAFAR

IMRANMIRZA AFFAN BAIG

SUBMITTED ONJUNE 4th 2010

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TABLE OF CONTENT

S.NO DESCRIPTIONPage No.

01 Acknowledgement 3

02 Letter of Transmittal 4

03 Executive summary 5

04Company and Product Profile of RoohAfza

6

05 Company and Product Profile of Jam-e-Shirin

7

06 Competitors 8

07 Marketing strategies And 4p’s 9

08 Recommendations 16

09 Conclusion 17

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LETTER OF ACKNOWLEDGEMENT

June 4th, 2010

First of all we would like to thanks to AL MIGHTY ALLAH

who give us enough strength to complete this report. This task

was assigned to us by our course instructor MR.RIZWAN KHAN

who also helped us out through out this project.

This report shows the current market position of ROOH AFZA

and Jam-e-Sherien The material compiled and presented in this

report is a result of exhaustive work.

This report has proved to be a great experience. For this, we

would like to thank our course instructor “MR RIZWAN

KHAN” for providing us with the opportunity, as well as her

guidance in the light of her vast experience.

Sincerely,

Muhammad Samit Zafar and group

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LETTER OF TRANSMITTAL

4th June, 2010

MR. Rizwan Khan

Course Instructor (Principle Of Marketing)

Hamdard University

Karachi

Respected Sir,

Kindly accept the accompanying Work Term Report entitled "4p’s”

Enclosed is our final report. This report is a briefing of our findings from

the knowledge and guidance which you have provided us. I have completed

the report on schedule and met all my proposed objectives within the

allotted time.

As promised, I have contributed my efforts in it more than my abilities.

If you have any questions and/or comments regarding the interpretation of

this report please feel free to contact. Thank you for your support in this

report, and we thoroughly enjoyed studying the course with you.

Sincerely,

Muhammad Samit Zafar & group

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EXECUTIVE SUMMARY

The objective of this report is to compare the two similar products and to find out their

strategies and the 4p’s of these products in comparison and to evaluate that which one is

better. We have taken Rooh Afza and Jam-e-shirein which are two similar drinks and

close competitiors of each other.

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.

Now Jam-e-shirein another brand has also existing in the market with the same target

market which Rooh Afza has. They are the source of declining the sale of Rooh Afza

because people have now alternative and many people like Jam-e-shirien and switched

towards it.

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

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

migrated to Pakistan and setup shop there.

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.

P R O D U C T P R O F I L E O F R O O H A F Z A

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."

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C O M PA N Y P R O F I L E O F Q A R S H I

Shifa-ul-Mulk, Hakim Muhammad Hassan Qarshi started Matab Qarshi (clinic) 75 years

ago at the behest of the great poet Allama Muhammad Iqbal. In 1968 his youngest son

Mr. Iqbal Ahmad Qarshi started Qarshi Dawakhana (Cottage Industry), which has now

evolved into Qarshi Organization consisting of following entities:

Qarshi Industries (Pvt.) Ltd. is one of the largest natural products company in Pakistan.

From a humble Dawakhana, Qarshi Industries (Pvt.) Ltd. has emerged as modern,

successful and progressive company manufacturing & marketing leading brands like

Jam-e-Shirin, Johar Joshanda and Springley (Natural Mineral Water) apart from more

than 200 herbal products.

P R O D U C T P R O F I L E O F J A M - E - S H I R I N

A tasty, refreshing and efficacious drink.

Jam-e-Shirin is well known drink of the East and a brand leader from Qarshi Industries. Before the preparation of each bottle of Jam-e-Shirin, a scientific and stage-to-stage research is conducted on all the components of distilled concoctions, herbs, flowers and fruits that are used in the old system as well as modern system of medicine. At every stage the best components are selected for the preparation of this ideal refreshing drink. Offering Jam-e-Shirin to guests is a tradition

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C O M P E T I T O R S

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Rooh Afza&

Jam-e-ShirinIndirect

competitorsDirect

competitors

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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M A R K E T I N G S T R AT E GY & 4 P ’ S O F

R O O H A F Z A A N D J A M - E - S H I R I N

PRODUCT

You may feel thirsty or just want to have something that is a quick response to your thirst

is the drink Rooh Afza and Jam-e-shirin. These are the refreshing and delicious drinks

good for sunstroke, quenching the thirst, palpitation, nausea and other summer

complains. Following are the different levels of these two products.

PRODUCT LEVELS

Core Product:

A drink that quenches the thirst.

Actual Product

Natural Sharbat.

PRODUCT ATTRIBUTESRefreshing and delicious drink good for sunstroke, quenching the thirst, palpitation,

nausea and other summer complains.

PRODUCT BRANDING

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

where as Jam-e-Shirin is the registered trade mark of Qarshi group of industries.

PRODUCT PACKAGING

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Earlier both the products were introduced in the glass bottles but now for the consumer

ease and comfort these products are also available in disposable bottles which is very

easy to carry and use and now there is no such loss of bottle breaking.

PRICE

The following factors were considered in the pricing of Rooh Afza and Jam-e-Shirin

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:

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Size Price

Family Pack 1000ml Rs. 115

The prices have been kept low as compared to that of 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 these drinks

PLACE

Rooh Afza and Jam-e-Shirin 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 and Jam-e-Shirin cartoons to the markets and deliver those

according to the order to the retailer right here.

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 products in designed

regions.

DISTRIBUTION CHANNELS

THE CHANNEL LEVELS

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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 and Jam-e-shirin are consist of the following

sources.

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Customers

Retailer

Wholesaler

Stockade dealers

Zonal offices

Company

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Advertising.

Sales promotion.

Event Marketing

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:

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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 6-7 people per household.

Race:

Any

Religion:

Any

GEOGRAPHICS OF ROOHAFZA AND JAM-E-SHIRIEN

Location:

All over the Pakistan

Density:

Urban & Suburban & Rural

Climate:

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Since these drinks are refreshing drink which quenches thirst so it is not restricted to a

certain climate

PSYCHOGRAPHICS OF ROOHAFZA AND JAM-E-SHIRIEN

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:

These drinks ROOHAFZA and JAM-E-SHIRIEN are economical drink which can be

afforded by anyone especially the middle and lower middle class. But the focus will also

on the high class customers

USAGE STATUS:

The usage of Rooh Afza in the market is approximately 75% which means that people

are still loyal towards RoohAfzah. But After RoohAfza, Jam-e-shirein has the second

big market in Pakistan.

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R E C O M M E N D AT I O N S

They should do their product line extension like with a separate product.

Enhance their ad campaigns through different broadcast media channels

Launch ad campaigns for different religious and cultural events in Pakistan.

Improve their advertisement by hiring the new generation celebrity such as

famous sports stars and athletes.

Change their packaging and bring their drink into sachet like tang and limo pani.

Organize different events for promotion

Provide sponsors

Earlier ROOH AFZA was in a pure quality but now due to its less consumption

they are not focusing on the quality and sugar is bit more as compare to the

previous quality so they must maintain their quality level at premium.

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Offer some discount or bachat schemes on the purchasing of more than 1 bottle.

Increase the sales through bumper prize offerings like buy the bottle and get a

chance to win 1000 cc car.

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 high class customers. By extending 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,

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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

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