rooh afza

ROOH AFZA INSTANT

STEP 1:- IDEA GENEERATION

Part 1: Searching For Ideas:

We started to look for new ideas we collaborate the industries where we can excel

Technology Food Beverages

Part 2: Interacting With Others:

As we were encouraged for developing a new product, after generating the idea we interact with others from internal and external resource with the following ideas related to the selected industries

Technology: Touch screen dice Solar energy pen Chair holding a palm screen

Food: Instant rooh afza Notorious chocolate Flavored water

ROOH AFZA INSTANT

Step 2:- IDEA SCREENING

Part 1: Go Error:

After generating ideas we looked upon the following errors related to ideas

Instant rooh afza:

It is a good opportunity for us because it has popularity and market goodwill, if we launch instant rooh afza which is ready to drink. It will be highly acceptable and if we let go this opportunity it will be go error for us.

Notorious chocolate:

As concerned to chocolate it is a calories rich food with a high sugar and fats containing addicted properties like caffeine which cause endorphin releases in brain an migraine headache.The idea of chocolate which we have generated would be different from a ordinary chocolate. Our chocolate will come under notorious chocolate category.

Part 2: Drop Error:

Ideas which we drop due to following reason: They are very advanced Not suitable for our society Due to high cost Un advancement in technology Lack of awarnace among people

ROOH AFZA INSTANT

STEP 3:- CONCEPTS DEVELOPING AND TESTING

Concepts for rooh afza are following:

Concept 1:

An instant drink for all age, who want to have quick drink in Ramadan

Concept 2:

A tasty sweet refreshing drink for children and adults as a power of refreshment

Concept 3:

A healthy supplement for children who neglect milk, it can add flavor into milk

STEP 4:- MARKET RESEARCH:

Before launching a new product in market it is very important to know weather people need the product or not. Further more the company needs to estimate thet weather people will welcome the product or not.

Similar in the case with us. We also have tried to find out whether our product would be apprecited by peple or not.

The marketing research process comprised of four steps:

1. Defining the problem and research objectives2. Developing the research pla3. Implementing research plan4. Interpreting and reporting the findings

Part 1: Defining The Problem And Research Objectives:

ROOH AFZA INSTANT

Defining the problem and research objectives is the hardest step in the research process. The manager may know that something is wrong, without knowing the specific causes.as we were to introduce an innovation in rooh afza. So primary obejectives behind the market research was to describe things such as market potential and attitudes of customer towards the rooh afza ready to drink packs.

Part 2: Developing The Research Plan:

Second step of marketing research calls fro determining the information needed, developing a plan for gathering its efficiently, and presenting the plan for gethring its efficiently and presenting the plan to marketing management. The plan outlines sources of existing data and spells out the specific approches, contact methods, sampling plans, instrument that researchers will use to gahter new data.

Part 3: Implementing The Research Plan:

Practical aspects of research starts here we distributed questionnaires among people.

Part 4: Interpreting And Reporting The Findings:

The finding of research are following

Sample size: 50

Section A segentation and market analysis

Q1: about age group

Age groups response5-----10 0%11----20 14%21----40 60%41-----50 14%51-----60 12%

Q2: about the incomes

ROOH AFZA INSTANT

Income response2000-----5000 18%5000----10000 16%10000---20000 18%20000----30000 16%30000---40000 12%40000---50000 0%

50000+ 16%Did not mentioned 4%

Q3: about the family size

Family size ResponseBelow 5 30%5----10 62%10---15 4%

Above 15 4%

Q4: about the brands of ready drinks mostly consumed

Drinks ResponseFrost 14%Nestle 20%Shezan 4%Country 2%

Tang 24%Pepsi and coke 20%

Other gas bottles 8%Other juices 4%

Q5: factors affecting the choice of drink

Factors resultQuality 58%

Advertising 12%Brand image 20%

ROOH AFZA INSTANT

Family preference 12%Price 20%Tatste 66%

packaging 2%

Q6: which drink quinch thirst:

Option ResponseFruit juices 37%Rooh afza 39%

Jam-e-sherien 15%others 9%

Section BQ1: awareness of people about rooh afza

Option resultsRooh afza 100%

Q2:people drink rooh afza

Option resposeYes 82%no 18%

Q3: how did people find it

Option resultGood 41%Better 18%Best 14%

Just ok 27%

Q4: what extend of people are satisfied with rooh afza

Option ResultsVery much satisfied 28%

ROOH AFZA INSTANT

Just satisfied 58%Not much satisfied 6%

dissatisfied 4%

Q5: alternation people want with rooh afza

Option ResultsPackaging change 62%

Flavor change 16%Color change 14%

No change 8%

Q6: response of people about rooh afza that whether its good for health or not

Option responseYes 54%no 16%

No comments 30%

Section C

Q1: the basic thing that people like about rooh afza

Option resultTaste 56%Color 14%

Contents 10%After effects 16%Everything 4%

nothing 0%

Q2: whether people would buy ready to drink rooh afza or not

Option resultBuy it 78%

ROOH AFZA INSTANT

Don’t buy it 22%

Q3: what price people suggest for 250ml ready to drink rooh afza

Option Results20rs 64%25% 16%18% 20%

Q4: what packaging do people want for ready to drink rooh afza?

Option ResultsTetra pack 50%Glass bottle 20%

Plastic bottle 30%So our main finding was that people do want to buy this type of product development and this was clear form the response of people the regarding question that whether people would buy this new product.

Option ResultsFavorable 74%

Unfavorable 26%

So the analysis suggest that company should go for ready to drink rooh afza

STEP:-5 MARKETING STRATEGY DEVELOPMENTS

Part 1: Market Segmentation:

The marketing plan recognizes the various segments of the market for rooh afza ready to drink packs, instead of marketing a product in one way to everyone. The segmentation is based on various criteria such as those listed below.

1. Demographics:

This is to study of the distribution density and vital statistics of a population and includes such characteristics as

ROOH AFZA INSTANT

Sex= no gender discrimination, its for all Age= al those who can drink it Education= both educated and uneducated Marital status= for the people of marital status Size of family unit= for all families Total income of family uinti= for all those who can afford it Religion= for the people of all religion in targeted geographical

areas

Part 2: Target Market:

The target market for instant rooh afza drink is families with children who are respective to new, convenient, notorious and inexpensive form of refreshment. The company’s brand will be positioned at with low price, high quality and sustain with its remarkable identity “mashrub-e-masrik” (the drink of east).

Part3: Competition

The nearest direct competitors of rooh afza ready to drink packs will be the following ones

Forst Nestle Tops Shezan Tang Pepsi and coke Oter gas drinks

The nearest indirect competitors of rooh afza ready to drink packs will be following ones

Jam-e-sherin Taskeen-e-rooh Other fruit squashes

Part 4: The Market

ROOH AFZA INSTANT

When we will talk about ready to drink juices, the market is highly saturated with above ten competitors. The estimated market shares on the basis of market research are shown below

Drinks responseTops 4%Frost 14%Nestle 20%Shezan 4%Country 2%

Tang 24%Pepsi and coke 20%

Other gas bottles 8%Other juices 4%

STEP 6:- PRODUCT

The product is ready to drink rooh afza by hamdard laboratories (WAQF) Pakistan. It is a consumer drink a refreshing and delious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. An ideal “PICK ME UP” summer drink.

Part 1: Product Mix Strategy

Introducing ready to drink rooh afza is a BRAND EXTENTION strategy. it will be introducing in 250ml packs and if you ask for growth strategy it is product development

Part 2: Ingredients

The contents of rooh afza are as follows

1. Refined sugar2. Distilled aqua extracts of fruits3. Herbs

ROOH AFZA INSTANT

4. Keora5. Citrus flower6. Rose7. Red food color8. Preservatives

Part 3: Product Level

1. Core product: a drink that quenches the thirst2. Actual product: ready to drink rooh afza sharbat

Part4: 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 tetra packs customers now can have rooh afza whenever they want and wherever they want.

Part 5: Product Branding

Rooh afza is a registered trademark of hamdard laborites (WAQF) Pakistan. Brand extension strategy has been practiced by chasing the existing brand name “rooh afza” for ready to drink sharbat also.

Part 6: Product Packaging:

As people are becoming more and more health conscious day by day. So ready to drink rooh afza will be packed in 250ml tetra packs. Although tetra pack will be costly for the firm but customer satisfaction and quality product transfer is a duty of hamdard laborites (WAQF) Pakistan.

Part 7: Product Designing:

As we are introducing rooh afza instant in 3 flavors

1. Rooh afza milk2. Rooh afza lemonade3. Rooh afza lassi

Part 8: Product Labeling

The labeling of ready to drink rooh afza will be highlighting the positioning i.e

ROOH AFZA INSTANT

A u want when u want!!

More over label has been show below

ROOH AFZA MILK

Rooh Afza Milk

Ingredients

Original formula of rooh afza, milk, cardamom, dry

fruits, permitted food color

250 ml

ROOH AFZA INSTANT

ROOH AFZA LEMONADE

Taste best when chilled

Rooh Afaza lemonade

Ingredients

Original formula of rooh afza,lemon extracts,

mint,malic aci,permitted food color

250 ml

As u want when u want !!

Rp= 17.25 +3.72(st) = 20

ROOH AFZA INSTANT

ROOH AFZA LASSI:

As u want when u want!!


Rp= 17.25 +3.72(st) = 20

Rooh Afza lassi

Ingredients

Original formula of rooh afza, milk,, yogurt, malic aci ,permitted food color

250 ml

ROOH AFZA INSTANT

STEP 7: PRICING

Part 1: Factors Considered:

The price of ready to drink rooh afza has been decided while taking into consideration of following factors.

1. Marketing objectives i.e market share leadership through price penetration(lower prices for getting maximum market share)

2. Marketing mix strategies3. Costs4. Other organizational consideration5. The market and demand6. Consumer perception of price and value7. Competitor’s prices


Rp= 17.25 +3.72(st) = 20

As u want when u want!!

ROOH AFZA INSTANT

8. Other external environmental factors

Part 2: Pricing Approach

While pricing value based pricing approach was considered. In the questionnaires we have already asked the customers to give the suggestions about the price for ready to drink rooh afza 250ml packs. And people have coded their suggested prices.

Part 3: Decided Price

After considering costs of ready to drink rooh afza packs, competitor prices, marketing objectives, consumer perception of price and value and other factors the price that was finally decided for ready to drink rooh afza is rs. 20/-. The price of ready to drink rooh afza and the prices of competitors are shown below for the clear analysis.

STEP 8: PLACING

For ready to drink rooh afza company will go for vertical marketing system.

Part 1: The Channel Level

The distribution channel will comprise following levels

1. Markets/customer2. Local sellers3. Whole sellers4. Stockade dealers

ROOH AFZA INSTANT

5. Zonal offices6. Company

Part 2: Distribution Strategy:

For distribution the company will go for pull strategy. The demand will be created in the market through effective advertising and promotion, customer will ask local sellers for product, local seller will demand the product from whole sellers, whole seller will demand the product from the stockade dealers, dealers will demand the product from the zonal offices and zonal offices from the company, finally.

Part 3: The Channel Diagram

Market >>>> seller >>>> whole sellers >>>> stockade >>>> dealers >>>> zonal offices >>>> company.

STEP 9: PROMOTION

Before discussing the promotion mix for ready to drink rooh afza, lets have eye an eye at

Big idea Communication objectives The promotional appeal The communication media

ROOH AFZA INSTANT

Part 1: Big Idea

The big idea for rooh afza ready to drink is

As u want

When u want

Part 2: Communication Objectives:

The communication objectives are following

1. Increase customer awareness of the product2. Increasing cutomer knowledge about the product3. Increase customer liking for the product

Part 3: Promotional Appeal

For ready to drink rooh afza company will go for rational appeal by highlighting two important benefits, which are:

1. It quenches the thirst2. You can have it whenever you want because it’s ready to drink

Part 4: Communication Media And Sources

1. Advertising: radio (FM 100 &101) television (ads between dramas by sponsoring for dramas) newspaper(jung, nwmw-e-waqt, dawn, news) magazines (akhbar-e-jahan)

STEP 10: BUDGETS READY TO DRINK ROOH AFZA

The company tends to win 35% of market share.

Product: quality, convince, low price

Price: 20 par juice packet

Place: at every retail shop where roohafza liquid is available

ROOH AFZA INSTANT

Promotion: the promotion would be done through advertising, bill boards, radio and print media.

Year 1 Year 2 Year 3 Year 4Sales 0 250 400 820

Cost of good sold

0 135 170 200

Gross margin 0 120 230 620Development

cost(-120) 0 0 0

Marketing cost

0 312 420 500

Allocated overhead

0 50 62 90

Gross contribution

(-100) (-45) 130 170

Supplementary

contribution

0 0 0 0

Net contribution

(-100) -50 60 140

Discount contribution

(-100) -42 83 93

Cumulative discounted cash flow

(-100) -85 -30 23

STEP 11: CONTROLS:

The controls that will be used, to monitorprogress and allow higher mangemnet to to review implementation results, are as follows

ROOH AFZA INSTANT

1. check the net income at different stages2. comparision of fluctions between actual and estimated costs and

taking necessary actions to avoid variance.3. Getting customer opinion through market research in order to check

the effectiveness of marketing strategies and altering strategies in case of negative response.

4. Evaluating the role of each department in achieving the objectives of strategic unit of rooh afza.

5. Holding the department managers, responsilble for taking corrective actions in oorder to ensure, the achievement of marketing objectives.

rooh afza

Documents

Transcript of rooh afza