Term project

RoohAfza

Course: Principles of advertisingFaculty: Nida Shokat

Presented by

Aqib ManiarShahbaz AliUmair Qureshi

Institute of Business Management

Mission statementTo preserve & promote eastern system

of medicine.To establish the principles

of pharmacy, its furtherance and standardization.

To teach & publicize the principles of health, hygiene and medical sciences, and through these, to serve the people selflessly.

Industry analysisBroadly specified under beverage

industry.More specifically grouped in red syrup

category.Other categories include fruit juices,

carbonated drinks as well as hot beverages such as tea and coffee.

Red syrup category is highly concentrated to sub continent.

Graphic representation of beverage industry

Beverages

Hot

Tea Coffee

Portar five forces modelPorter’s five forces model is a

framework for industry analysis. This model for the red syrup industry of Pakistan is explained below:

Industry Rivalry

Threat of New Entrants

Bargaining Power of Suppliers

Bargaining Power of BuyersThreat of

Substitutes

Threat of Substitute Products: Substitute products are available at same price and of similar quality, making it easy for customers to switch. Thus threat of substitutes is high.

Threat of New Entrants: This refers to entry and exit barriers, which for this industry are low since the product can be manufactured at low fixed costs and with minimal technology. Thus threat of new entrants is high.

Bargaining Power of Suppliers: Power of suppliers is not very high for this industry, due to the fact that most of the supplies can be easily obtained from other sources.

Bargaining Power of Buyers: Buyer power is considerably high because buyer’s cost of switching to a competitor is low and there are a number of substitutes available.

Industry Rivalry: The intensity of rivalry is low for the red syrup industry, because there are only a few competitors, and exit barriers are minimal.

Company snapshotAs a company, Hamdard dates back to

1906, when a doctor of herbal medicine, Hakim Abdul Majeed, founded his clinic in New Delhi.

Rooh Afza, among Hamdard's first products, was introduced in 1907.

Company split during independence, new company founded in Karachi.

Similarly, when East Pakistan broke away in 1971, the branch of Hamdard that had been set up in Dhaka turned into Hamdard Laboratories, Bangladesh.

Hamdard, today, manufactures more than 500 traditional herbal products on the principles of the Greco-Arab system of medicine (also called Unani).

It has over 1,500 employees throughout the country.

Main productsRooh AfzaIspaghol HuskJoshinaMasturinNeo-CarminaRevand ToothpasteSafiSuduriSualinSharbat FauladToot SiyahTunsukh

Swot analysisStrengthsHigh brand awareness due to being in the

market for 105 yrs. Hamdard brand has high customer loyalty

due to good reputation. It has the highest market share within the

“red syrup (sherbet)” category.Rooh-Afza is manufactured from herbal/

natural ingredients, causing customers to trust it as a healthy alternative to other cold drinks, without any side effects.

It has been used by physicians to treat various ailments.

Lower price compared to competitors.

Weaknesses There exists high seasonal variation in

sales.Rooh-Afza has high level of sugar, making

it non ideal for fitness conscious and diabetic people.

Customer preferences are changing. For instance, younger generations tend to associate Rooh-Afza with conservativeness.

Convenience is a highly sought feature, making ready-to-drink beverages more popular, than concentrate syrups.

OpportunitiesThere exists favorable opportunity for line

extensions (and eventually brand extensions), which would utilize Rooh-Afza’s positive image and popularity.

The market for concentrate syrups remains unsaturated, providing considerable room for innovation, such as Rooh-Afza in powdered form.

Fitness conscious people can be served by introducing “Diet/ Sugar free Rooh-Afza”.

To make Rooh-Afza easy to consume, it can be also be sold in pre-mixed versions that comes in cans or drink boxes. This strategy can be used in entering the ready-to-drink market.

ThreatsStiff competition exists, with Jam-e-

Shireen and Naurus being direct competitors.

The beverages market as a whole is becoming more and more saturated, especially with the launch of ready-to-drink lassi (Omung lassi), and Rose-flavored powdered drink (Tang Rose).

Buyer analysisConsumer Purchase decisionsSeveral factors at work when consumers

purchase product. They are as below- Taste: Rooh-Afza is characterized by a

refreshing sweet taste, which claims to not only quench thirst but also vitalize the body even though taste is similar to competing drinks.

- Key ingredients: Rooh-Afza is manufactured from natural extracts of citrus flowers, fruits, vegetables and cooling herbal ingredients, which makes it an attractive healthy choice of drink.

Price: Pricing is similar for all the red syrups present in the market. Thus, it is important to maintain that price level, because a higher price will most likely result in customers switching to another brand of red syrup.

Availability: It is a very important factor in the red syrup market for the reason that other red syrups available are very similar to Rooh-Afza in pricing as well as taste, thus the buyer will not hesitate in switching to another red syrup brand if Rooh-Afza is not available.

Brand Image: The image of Rooh-Afza is highly favorable in the eyes of customers due to its history as well as the company’s reputation

Consumer profileDemographicsAge: 5 +. Even though the range of age has

been described as very broad, different strategies are needed to target people from different generations, because younger generation is not as inclined to consume red-syrup as older generation.

Geographic Location: people from southern parts of Pakistan which are characterized by hotter climates are more likely to consume Rooh-Afza, due to its long lasting cooling effect. Also, Rooh-Afza is targeted towards people from urban as well as rural areas, since it is well known in both regions.

Socio-economic class: All classes from A to C. Rooh-Afza is consumed by the upper-class, middle-class as well as the affording chunk of lower-class. However, the major portion of consumers of this drink is formed by the middle and lower class, due to its affordability.

PsyhographicsHealth-consciousness: Since Rooh-Afza

is manufactured using natural ingredients, it is preferred by many health-conscious customers.

Usage: Rooh-Afza is mainly consumed as a cold drink in summers during which period its sales are the highest. Furthermore, consumption of Rooh-Afza is also very high during the month of Ramadan.

Personality: it is mainly targeted towards customers who believe in keeping their traditional values alive, and are not easily affected by changing trends.

Competitive environmentDirect competitors

Jam-e-Shireen (red syrup)Naurus (red syrup)Sadabahar (red syrup)Quice Rooh-e-Shireen (red syrup)

Indirect competitorsCarbonated drinks (Pepsi, Coke etc)Juices in liquid and powdered form

(Nestle Fruita Vitals, Tang, Fruitily, Poly, Maaza Mango, Limo Paani etc)

SquashesTea (Green tea, Tapal Iced tea etc)Coffee (Nescafe, Cold Coffee etc)Lassi (Omung Lassi)Flavored milk (Milo, Owsum etc)Energy drinks (Red Bull, Speed etc)

Previous Ad critical analysis Big Idea: Rooh Afza is Mashroob-e-Mashrik and it increase

our happiness, and shows the eastern culture. Campaign Idea: Rooh Afza is all purpose drink which

refresh you and you can drink it on different occasions and it will increase your happiness.

  Target Audience   Primary SEC A-, B+ and B 10+, young and old people   Secondary Middle-aged people Users of other beverages like Tea, coffee and carbonated

drinks

Key Consumer Insights: It is more used during Ramadan, people avoid it due to social status.

Brand Positioning: Rooh Afza is positioned as a natural drink which is the top choice of many people, it will fulfill your thirst and it will refresh yourselves unlike other drinks which are not natural and refreshing.

Brand PersonalityYoungFun lovingTrendy

Emotional Appeal

 Showing the use

of the brand at different occasions

Showing the family on a picnic

Soothing jingleUse of red color

Rational Appeal

Rooh Afza BottleRooh Afza logo

and taglineRooh Afza’s use

in different weathers and different occasions

Creative Strategies: They have used the strategy of Slice of life in which they have shown the different occasions and different weathers like at children at home, young people on picnic with friends and family picnic.

Suggestions/ flaws: Inclusion of working people and those who are health conscious.

Positive points: Usage of real-life situations.

Our proposalBig idea: Drink of the east as stated

by Mashroob e Mashriq. A drink for all times that revitalizes and refreshes.

 Campaign idea: Revitalizing drink

that is easy to make and is always instantly ready. It refreshes after a workout and is not tedious to prepare.

Consumer insight of PTA: After work out people want to revitalize themselves. Most of them go for fresh juices that is why in the gym you will find a juice corner. They are also a bit vary about carbonated drinks as it is not deemed healthy. Red syrup like rooh afza is not as popular as fruit juices when it comes to revitalizing the body.

  Target audience primary: Social class A+, A-,

B+, B, B- , C+. Age groups 5 to 55. Juice drinkers.

Secondary target audience: 55+ as they tend to be more careful about sugar intake. Social class C. Carbonated drinkers.

Brand positioning: Rooh Afza is an eastern drink that revitalizes body and soothes. Substitute drink to fruit juices and carbonated drinks.

 Brand personality: Patriotic,

refreshing, revitalizing, loving

Emotional appeal: Load shedding.

Everybody hates load shedding and all the work stops there.

Mother giving rooh afza to son.

Umair going aah after drinking Rooh afza

Background music

Rational appeal: Doesn’t need fruit

grinder to be ready like fresh juice

Easy substitute for fresh juices

Rooh afza bottleRooh afza aur kya

chahiyeSharbat and milk

shake both together

Advertising objectivesPrimary Objectives:

To change the perception of youngster towards Rooh Afza who avoid it and do not like to use it and who prefer other ready to use drinks instead of Rooh Afza.

To change the mind set of youngster and to bring Rooh Afza to their consideration.

To change the behavior to the target market and to stimulate trial and purchase of Rooh Afza.

To create awareness regarding Rooh Afza in the target market.

To portray it as a part of daily life

Other Secondary Objectives:To increase the sale of Rooh Afza by

15% in next three to four months.

Intended brand positioning to be achieved

Rooh Afza is a natural drink for all age groups which provided you refreshing effect and it will increase the happiness of the occasion in which it is used, unlike other drinks which are not natural and are not good for health.

Creative strategyFor TVC: Slice of life, humour,

dramaFor Print: MetaphorFor Radio:

Budget allocation

Print media 30%

T.V. 40%

Radio 15%

Outdoor Advertising 10%

BTL Activities 5%

Media plan

Medium  Selection of Media Vehicle

TV Geo, Play, Dunya News, ARY, Ten Sports, AXN.

RadioCity FM 89, Apna Khi FM 107, Radio Active 96, Radio1 FM 91, FM 100

PrintDawn News, Tribune, The News, Jang newspaper, Express Newspaper,Family magazine, Akhbar-e-Jahan, Aurora, Synergizer,etc.

OOH Hoardings, Pole Signs, Transit Advertising

BTL Stalls at Dawn Life Style and other Exhibition

Use of social mediaApart from the media mentioned

in Media plan we will also use social media like facebook and twitter along with putting up banners in them.

We will also use top rated Alexa websites for Pakistan like Rozee.Pk and Pakwheels.com.

Promotional mixFree samples in schools and

universities.

Mall activities where games and other activities will be conducted.

Advertising campaign (print ad)

Advertising campaing (tv ad)Scene 1: Umair working out and feeling

tiredScene 2: Umair going to the kitchen after

workout to get some fresh juiceScene 3: Load shedding strikes!Scene 4: A kid comes and makes instant

Rooh Afza, Umair is Dumb foundedScene 5: An old lady (presumably

Umair’s mother) sees all this and gives him Rooh Afza

Scene 6: Umair loves the Rooh Afza

Advertising campaign radio ad

The endThank you