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Case study: Rooah Afza

Presented By: Bushra Sehar

Rooh Afza

Achievements

Brand positioning

Media vehicles

Hamdard

SWOT Analysis

Interview

Focus group

Marketing Mix

Recommendations

In 1948, the company has been industrialized the product in Pakistan. This began as an herb shop and soon gained the reputation of the finest supplier of herbs.

It is a well known brand for its herbal medicine and drinks like RoohAfza.

Hamdard Generate approximately 50 billion in annual sales

Hamdard

products

Rooh Afza is 100% natural and herbal summer drink. It was invented by Hakeem Hafiz Abdul Majeed in 1905 in India .In 1948, the company has been industrialized the product in Pakistan. Rooh Afza is commonly known as Mashroob-e-

Mashriq.

Hamdard is also the winner of Brands of the Year Award since 2006

Hamdard has also won the Consumers’ Choice Award for 6 consecutive years from the Consumers Association of Pakistan (CAP) since 2005

Rooh Afza has been receiving the Best Export Trophy for 14 consecutive years from the Federation of Pakistan Chambers of Commerce and Industry (FPCCI) since 1997

Hamdard has achieved the Brands Icon of Pakistan Award in 2008.

ACHIEVEMENTS

MARKET SEGMENTATION

• For the whole family

• Targeted towards people who can understand the benefit and function of product easily

Demographics segmentation

Geographical SEGMENTATION

MARKET SEGMENTATION

• Geographically there is no specific segmentation. They introduced their product in the whole country and delivered it where we can reach

Behaviorally targeted towards the consumer who believe in quality, health. Regular users are also target.

BEHAVIOURIAL SEGMENTATION

MARKET SEGMENTATION

BRAND IMAGE

BRAND POSITIONING

USP / ESP

Generate salesEstablish brand

presence

To create brand visibility

OBJECTIVES

PLACEnear shops, retailers,

whole sellers and easily located

groceries stores.

PRICEavailable at a reasonable lower price than other drinks An ordinary pack 800ml= Rs. 170Large pack 1000ml= Rs. 230

PROMOTIONhighly promoted product in Ramdanwhich is promoted through ATL and BTL

MARKETING MIX

Product lifecycle

Introduction Growth Maturity

Product

Extension

Ro

oh

Afz

a

SWOT Analysis

S W O T

STRENGTHS

An Established Brand.

Trend setter

Customer loyalty

Market share

Healthy drink

100% natural

No Side Effects

Low Price

WEAKNESSES

Lack of creative advertisement

No repositioning strategy

Lose of sale in winter

Too sweet

New Generation cannot connect

Fitness Constraints

Seasonal Product

OPPORTUNITIES

More creative advertisements.

Collaboration with other brand.

Repositioning for younger audience.

New flavors.

More PR activities

Introduce Sugar free Rooh Afza

Ready to drink Rooh Afza.

!

THREATS

Uncertainty in the economic conditions.

Increasing competition (Jam-e-shirin, SamarQand, Naurus)

Customers prefer other energy drinks

Ready to Drink beverages.

Naurus’s sugar free range of drinks.

Jam-e-shareen is a product of Qarshi group of industry and is main competitor to Rooh afza in almost 25 years, the product has earned a good market share even according to them they have larger market share than Rooh Afza.

COMPATIOR ANALYSIS

Samarqand is shezan based brand which is giving a tough time to RoohAfza. Its taste is quiet tangy because it mainly focuses on food extracts rather than herbs and flowers so they claim their taste is better than other red liquors.

Naurus is a flagship brand of NPL. It is recently repositioned in market and is a threat to Rooh afza because it is giving customers the option of sugar free red liquor.

SITUATION ANALYSIS

Demand: Rooh Afza shares more than 50% of Hamdard’sproducts sales

Competition: today; two brands are directly competing Rooah Afza i.e. Samarqand and jam-e-shirin.

Social and cultural factors: Keeping in mind the social & cultural factors, it is difficult to target children with hard sell ideas. They can be attracted by animated Characters and cartoons which has no contradictions with Social and cultural values.

BTL

ATL

INTERACTIVE MEDIA

•Media TV Plan •Media plan-radio•Print advertisement•Kids Magazines(Urdu & English)

•through billboards•In store Placement strategy•PR strategies.•Collaboration with traffic police and health department.

•Company’s Posters and Banners which have a direct link to the customers.• customized gift bags to major customers.

Media vehicles

•Website: www.Hamdard.com.pk•FB Page

Copyright © 2008 - 2012 managementstudyguide.com. All rights reserved.

Copyright © 2008 - 2012 managementstudyguide.com. All rights reserved.

Focus Group

Copyright © 2008 - 2012 managementstudyguide.com. All rights reserved.

RECOMMENDATIONS

there is a need to reposition RoohAfza in the market, although it is already established brand but still time needs its repositioning

People have suggested to make its website more active and it must be updated on daily basis.

Rooh Afza must be in “ready to use” form. Because people don’t have much time to make it due to their busy routines.

people want to see celebrity endorsement for Rooh Afza.

Afza is less-advertizedso people have recommended that there must be made creative ads for Rooh Afza. Ads must be communicative creative.

RECOMMENDATIONS

there must be active or updated pages of RoohAfza on social Media

there must be a flavor which is specifically for diabetic patients..

They should change the bottle design. attach nozzle cover with its opening. It will make it easy to use

People have suggested to make its website more active

and it must be updated on daily basis