REPOSITIONINGof

“ROOH AFZA”

Presented by: Mah Bibi Agha

Tasneem Hasnain Quettawala

Ibrahim Ahmed ZuberiMuhammad Fahad

INTRODUCTION

Rooh Afza is traditionally known for breaking the fast during Ramadan. It has the potential to be consumed throughout the year, in summer season especially as it has the mix of natural contents like herbs, flowers, aqua of fruitsa etc, which reduces the thirst and provides maximum utility in terms of freshness, energy, relaxation on one part and taste on the other.

OBJECTIVE FOR REPOSITIONING

Repositioning it as an energizer ROOH AFZA

The purpose for repositioning it is to increase the usage of the product.

COMPETITORS

ROOH AFZA

DIRECT INDIRECT

Jam-e-Shireen.Taskeen-e-Rooh.Shezan squash.Tops squash.Mitchelles squash

Red bullEnergileGlucose DFrost.Nestle.Shezan.Tang.Coke drinks.LimopaniOther gas bottle drinks.Other juices.

PRODUCT STYLE AND DESIGN Rooh Afza will bring in to the pet bottle which is easily

to carry.

Sachets are also being introduced for the first time which is

really easy to use .

SEGMENTATION

Rooh Afza is now identified as an energy drink, which gives energy instantly that also naturally. As it has all the natural ingredients it is best for people who are engaged in sports activities like professional athletes, students at school/college/university level.

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: • 13 – 35 (engaged in sports activities)• 20 – 40 (field workers)• 8 and above (no field required) Gender:• Males and Females

DEMOGRAPHICS

Income:• 15,000 Rupees and above Occupation:• Professional Athletes, Sportsmen,

Professionals, Students, Housewives Family Size:• In Pakistan, the average family size is of

about 6-7 people per household

GEOGRAPHICS Location:• Karachi• Lahore• Faisalabad• Rawalpindi• Multan• Hyderabad• Gujranwala• Peshawar• Quetta• Islamabad• Sargodha• Sialkot• Bahawalpur

GEOGRAPHICS

Density: • Urban & Suburban Climate:• Since it is an energy drink it is not restricted

to a certain climate.

PSYCHOGRAPHICS

Life Style: Health conscious people. People those who avoid energy drinks which

have artificial flavorings and ingredients.

Social Class: Economical drink which can be afforded by

anyone.

BEHAVIORAL

Occasions:• It gives instant energy when the fast is

broken but now it will be used all round the year.

BENEFITS

Rooh Afza as a nutrient Rooh Afza for essential electrolytes Rooh Afza for retention of body water Rooh Afza's medicinal properties Rooh Afza's soothing and refreshing properties

Usage Status Approximately 82%

Loyalty Status People are very loyal towards the name “ROOH

AZFA ”, as it has been there since ages.

Attitude towards the Product The attitude towards Rooh Afza is immensely

positive

MARKETING STRATEGY

PRODUCT A refreshing and delicious drink good for sunstroke,

quenching the thirst, palpitation, nausea and other summer complains

PRODUCT LEVELSCore Product: A drink that quenches the thirst.Actual Product Rooh Afzah Sharbat

PRICE Marketing objective i.e. market share leadership through price

penetration (lower price for getting maximum market share)

Size Price

Pet Bottle 300 ml. Rs. 40

Family Pack 500 ml. Rs. 170

Sachet 10 ml Rs. 5

PLACE

Rooh Afza bottles and sachets would be 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.

PROMOTION

PROMOTIONAL OBJECTIVES Increasing customer knowledge about the

product. Escalating customer liking for the product

PROMOTION

PROMOTIONAL APPEAL• In promotional appeal we will highlight main product

benefits especially for the new segmented market:

• It quenches the thirst.• It gives energy to the body and mind.

PROMOTIONAL STRATEGIES Promotional Vans Promotional vans would be deployed on public places which

would distribute Rooh Afza.

Contests Different contests among school/university going

students will be carried out in order to spread awareness of Rooh Afza as “THE ENERGY DRINK”.

PROMOTIONAL STRATEGIESSALES PROMOTION Have a chance to win a 1000 CC Car by purchasing a

certain Rooh Afza bottle. Sales promotion will cover 15% of the budget out of the

total Promotion budget allocated

EVENT MARKETING Sponsoring sports events in

schools/colleges/universities Sponsoring Concerts

SWOT ANALYSIS

STRENGTHS popular summer drink that quenches thirst, maintains

the water-electrolyte balance, and acts as an instant source of energy for the body.

It is a type of UNANI medicine which has zero side effects.

It acts as a coolant and enhances resistance towards diseases.

It is recommended by some doctors for weak and old people.

WEAKNESSES

A Company’s inability to maintain sales varying with seasons e.g. low sale of Rooh Afza in winters.

Seasonal variations in sales Ever changing customer preferences like, now

customers ask for convenience Ever changing external environment.

OPPORTUNITIES

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

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

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

THREATS

The biggest threat for Rooh Afza has always been the competitors in the industry.

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

CONCLUSION

By repositioning Rooh Afza, it will boost its profit and will get more level of customer satisfaction. The target market of this product will mainly the sportsmen, professional athletes, field workers, health conscious and time oriented people which will increase sales in all seasons. We will always try to provide its consumers with the premium quality in hygienic conditions. We set its price within the range of possible prices which determine the market demand and cost, competitors cost