Presented by: Muhammad Waseem Khatri (0345-3527388

INTRODUCTIONINTRODUCTION

Rooh Afza - The Mashroob e Mashriq (syrup of the East) was Rooh Afza - The Mashroob e Mashriq (syrup of the East) was first introduced by its inventor and founder of Hamdard first introduced by its inventor and founder of Hamdard Laboratories, Hakeem Abdul Majeed, in 1907.Laboratories, Hakeem Abdul Majeed, in 1907.

In Pakistan it has been introduced by Hakeem Mohammad In Pakistan it has been introduced by Hakeem Mohammad Saeen in 1948 (Hamdard Labrotories (waqf) Pakistan.Saeen in 1948 (Hamdard Labrotories (waqf) Pakistan.

It has been Manufactured and Consumed not only in Pakistan but also It has been Manufactured and Consumed not only in Pakistan but also in India and Bangladesh and it has very huge market there.in India and Bangladesh and it has very huge market there.

It has the potential to be consumed throughout the year, especially in It has the potential to be consumed throughout the year, especially in summer season - It has the mix of natural contents like herbs, flowers, summer season - It has the mix of natural contents like herbs, flowers, aqua of fruits etc., which reduces the thirst and provides maximum aqua of fruits etc., which reduces the thirst and provides maximum utility in terms of freshness, energy, relaxation and taste too.utility in terms of freshness, energy, relaxation and taste too.

COMPETITORSCOMPETITORSROOH AFZA

DIRECT INDIRECT

Jam-e-Shireen.Shezan Squash.Tops Squash.Mitchelles Squash Nauras

EnergileGlucose DFrost.Nestle.Tang.Coke drinks.LimopaniOther juices and Drinks.

PRODUCT STYLE AND PRODUCT STYLE AND DESIGNDESIGN

Rooh Afza is available in 750 ml and 1.5 Liter pet bottle.Rooh Afza is available in 750 ml and 1.5 Liter pet bottle.

Plastic Bottle has been used which is reliable and easy to Plastic Bottle has been used which is reliable and easy to carry and store.carry and store.

Image of different fruits and flowers are on the labelImage of different fruits and flowers are on the label

Sachet of Rooh Afza should be introduce in the Market Sachet of Rooh Afza should be introduce in the Market which can increase it’s sales.which can increase it’s sales.

MARKEITNG SEGMENTATIONMARKEITNG SEGMENTATION

Rooh Afza is a product which is for every sort of MarketingRooh Afza is a product which is for every sort of MarketingSegment, following are the some major segments of RoohSegment, following are the some major segments of RoohAfza.Afza.

1. Sport People1. Sport People2. Different Professionals2. Different Professionals3. School/College/Universities 3. School/College/Universities 4. Home Consumer. 4. Home Consumer. 5. Different Organizations5. Different Organizations

TARGETTARGET MARKETMARKET

Primary Target Market:Primary Target Market:• School/College/University Students.School/College/University Students.• Professional AthletesProfessional Athletes• Field WorkersField Workers• OrganizationsOrganizations

Secondary Target Market:Secondary Target Market:• People who are health conscious People who are health conscious • Anybody who enjoys sweet drinksAnybody who enjoys sweet drinks• Occasional drinkers (like in Ramadan, Eids etc.)Occasional drinkers (like in Ramadan, Eids etc.)

MARKETING MIXMARKETING MIX

PRODUCTPRODUCTRooh Afza has been offered in the Market to fulfill the basic Rooh Afza has been offered in the Market to fulfill the basic human need of thirst but it is acknowledged that Rooh Afza human need of thirst but it is acknowledged that Rooh Afza Combats the enervating summer heat; Replenishes lost Combats the enervating summer heat; Replenishes lost strength; Satisfies thirst completely; Keeps you cool in strength; Satisfies thirst completely; Keeps you cool in scorching summers; and Makes Consumers feel fresh and scorching summers; and Makes Consumers feel fresh and energized. energized.

PRODUCT LEVELSPRODUCT LEVELSCore Product: Core Product: A drink that quenches the thirst.A drink that quenches the thirst.

Actual Product: Actual Product: Rooh AfzahRooh Afzah

PRICEPRICEThe amount of money charged for a product. The price of The amount of money charged for a product. The price of Rooh Afza is according to the perception of customer Rooh Afza is according to the perception of customer about the product.about the product.

SizeSize PricePrice

800 ml. Pet Bottle800 ml. Pet Bottle Rs.110/-Rs.110/-

1500 ml. Pet Bottle1500 ml. Pet Bottle Rs.215/-Rs.215/-

SachetSachet Rs.10/-Rs.10/-

MARKETING MIXMARKETING MIX

PLACEPLACERooh Afza has a great distribution Channel and It Rooh Afza has a great distribution Channel and It is available at almost every Retail Store, Medical is available at almost every Retail Store, Medical Store, Supermarkets of Pakistan.Store, Supermarkets of Pakistan.

It is place at every store which is also a non-It is place at every store which is also a non-verbal Marketing Program that the product make a verbal Marketing Program that the product make a place in the Mind of every potential customer of a place in the Mind of every potential customer of a product.product.

MARKETING MIXMARKETING MIX

PROMOTIONPROMOTIONPROMOTIONAL APPEALPROMOTIONAL APPEALPromotional appeal highlights main product benefits.Promotional appeal highlights main product benefits.

- Mashroob-e-Mashriq Rooh AfzaMashroob-e-Mashriq Rooh Afza- Piyoo Thandda Thandda Bolo Mittha MitthaPiyoo Thandda Thandda Bolo Mittha Mittha- Rahat-e-Jaan ……. Rooh AfzaRahat-e-Jaan ……. Rooh Afza

EVENT PROMOTIONEVENT PROMOTION-- Sponsoring events in Sponsoring events in

School/Colleges/UniversitiesSchool/Colleges/Universities-- Sponsoring ConcertsSponsoring Concerts

MARKETING MIXMARKETING MIX

SWOT ANALYSISSWOT ANALYSISSTRENGTHSSTRENGTHS

Blessing of Almighty AllahBlessing of Almighty Allah Popular summer drink that quenches thirst.Popular summer drink that quenches thirst. It is madeup by natural ingredient without It is madeup by natural ingredient without

any side effects.any side effects. It acts as a coolant and enhances resistance It acts as a coolant and enhances resistance

towards diseases.towards diseases. It is recommended by some doctors for It is recommended by some doctors for

weak and old people.weak and old people.

WEAKNESSESWEAKNESSES A A Company’s inability to maintain sales varying with Company’s inability to maintain sales varying with

seasons e.g. low sale of Rooh Afza in wintersseasons e.g. low sale of Rooh Afza in winters

Seasonal variations in salesSeasonal variations in sales

Ever changing customer preferencesEver changing customer preferences

OPPORTUNITIESOPPORTUNITIES

As Rooh Afza is inexpensive compared to other beverages, As Rooh Afza is inexpensive compared to other beverages, it can generate huge demand and the revenue accordingly.it can generate huge demand and the revenue accordingly.

Population is increasing by a considerable rate per year, Population is increasing by a considerable rate per year, giving us another opportunity to increase our market share.giving us another opportunity to increase our market share.

Rooh Afza has a supreme brand image in people’s mind, it Rooh Afza has a supreme brand image in people’s mind, it can go for line extension and enter the category of pure can go for line extension and enter the category of pure juices and milk for instance.juices and milk for instance.

THREATSTHREATS The biggest threat for Rooh Afza has always been the The biggest threat for Rooh Afza has always been the

competitors in the industry.competitors in the industry.

Inflation rate is increasing day by day, which reduces the Inflation rate is increasing day by day, which reduces the purchasing power of the customer and the lower income purchasing power of the customer and the lower income groups could find it difficult to afford Rooh Afza which would groups could find it difficult to afford Rooh Afza which would directly leave a negative impact on the revenue.directly leave a negative impact on the revenue.

INFORMATIONSINFORMATIONS

Usage Status Usage Status

Approximately 82% Approximately 82%

Loyalty StatusLoyalty Status From very long time People are very loyalFrom very long time People are very loyaltowards the name “ROOH AZFA ”towards the name “ROOH AZFA ”

Attitude towards the Product Attitude towards the Product The attitude towards Rooh Afza is immensely positiveThe attitude towards Rooh Afza is immensely positive

BRAND EXTENSIONBRAND EXTENSION

Dispensers:Dispensers:Dispenser Should be use for Rooh Afza which Dispenser Should be use for Rooh Afza which could be placed on some big markets and could be placed on some big markets and hospital of Cities of Pakistan which will provide a hospital of Cities of Pakistan which will provide a Glass of 250 ml of Rooh Afzaat the amount of Glass of 250 ml of Rooh Afzaat the amount of Rs.10/-.Rs.10/-.

These dispensers of Rooh Afza has been already These dispensers of Rooh Afza has been already placed in seven big markets of New Dehli, India placed in seven big markets of New Dehli, India by Hamdard Labrotaries Indiaby Hamdard Labrotaries India

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