Research study on the BrandRooh Afza

SSUBMITTEDUBMITTED B BYY::

ZUBAIRZUBAIR AHMADAHMAD KHOSOKHOSO

dated: 16thDecember 2009

ACKNOWLEDGEMENTACKNOWLEDGEMENT

TABLE OF CONTENTSTABLE OF CONTENTS

EXECUTIVE SUMMARY.......................................................2

INTRODUCTION................................................................2

Hamdard Laboratories (WAQF) Pakistan..........................................2INTRODUCTION...............................................................................2HISTORY.......................................................................................2HAMDARD AS AN INDUSTRY...............................................................2HAMDARD PRODUCTS.......................................................................2THE HISTORICAL BACKGROUND OF ROOH AFZA.......................................2BENEFITS OF ROOH AFZA IN THE LIGHT OF HIKMAH.................................2THE BRAND IMAGE/IDENTIFICATION OF ROOH AFZA.................................2

Packaging..................................................................................2

OBJECTIVES....................................................................2

RESEARCH PROBLEM / OBJECTIVES......................................................2

RESEARCH METHODOLOGY................................................2

RESEARCH METHOD & INSTRUMENT.....................................................2RESEARCH DESIGN...........................................................................2HYPOTHESES..................................................................................2SCOPE & LIMITATION.......................................................................2TARGET POPULATION.......................................................................2SAMPLING.....................................................................................2

ANALYSIS OF PRIMARY DATA..............................................2

HYPOTHESIS TESTING.......................................................2

RESULT of H1 & H2:..................................................................2

CONCLUSION...................................................................2

APPENDIX.......................................................................2

QUESTIONNAIRE..............................................................................2

EXECUTIVEEXECUTIVE

SUMMARYSUMMARY

Hamdard 'the global house of herbal products' is a household name in

Pakistan and is known worldwide having a very large product range.

Hamdard is engaged in production of medicines under Greco-Arab System of

Medicine. Herbal medicines are natural medicines, simple to use and have no

adverse side effects. Rooh Afza, 'one that enhances the spirit and uplift the

soul', for the last 90 years, is a legendary syrup of the East. Rooh Afza is a

premier natural cold drink, proved beyond ambiguity that it is more than a

cold drink. It is a blend of pure crystalline sugar, distilled extracts of citrus

flowers, aqua of fruits, vegetables and cooling herbal ingredients processed

to impart the stimulating taste and unparalleled quality.

Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul

Majeed and

manufactured by the companies he founded, Hamdard (Wakf) Laboratories,

India and

Hamdard (Wakf) Laboratories, Pakistan, since 1907. The inventor never

explained his

choice of the name Rooh Afza, English speakers often refer to it as 'rose

syrup'. It is a

natural cold drink and a blend of pure crystalline sugar, distilled extracts of

citrus

flowers, aquas of fruits, vegetables and cooling herbal ingredients processed

to impart its

taste. Hakeem Abdul Majeed claimed that Rooh Afza was concocted using

Unani

medical principles. However, it is said that Rooh Afza means "that which

nurtures your

soul" because "rooh" means soul and "afza" means which nurtures.

“If you look at its color, it enchants your heart. If you taste it, you find its

flavor

enlivening. In fragrance it excels other flowers. In efficacy it is quite an elixir.

Its

refreshing and invigorating effect is beyond reckoning. A sharbat like Rooh

Afza

has never been produced, nor ever shall be

INTRODUCTIOINTRODUCTIO

NN

THE OBJECTIVE OF THIS REPORT IS TOTHE OBJECTIVE OF THIS REPORT IS TO

PROVIDE WITH EXPERIENCE IN APPLYING THEPROVIDE WITH EXPERIENCE IN APPLYING THE

CONCEPTS ANDCONCEPTS AND

methods of marketing to a real world marketing opportunity. This exercise imparts a clear

design and practical knowledge on the implementation of marketing strategies and plans.

‘Rooh Afza’ has been selected as the product for the report and has been repositioned.

Not only the target market, but also the value proposition, packaging and pricing has been

changed. ‘Energy and health’ has been made the unique selling proposition for the brand.

Rooh Afza is traditionally known for breaking the fast during Ramadan, the holy month

of fasting for Muslims. But it has the potential to be consumed throughout the year, in

summer season especially as it has the mix of natural contents like roses, herbs, flowers,

aqua of fruits and vegetables etc, which reduces the thirst and provides maximum utility

in terms of freshness, energy, relaxation on one part and taste on the other.

The marketing strategy specifies the target market, positioning, competition and product,

pricing, place, promotion strategies.

PRODUCT PROFILE

Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul Majeed and

manufactured by the companies he founded, Hamdard (Wakf) Laboratories, India and

Hamdard (Wakf) Laboratories, Pakistan, since 1907. The inventor never explained his

choice of the name Rooh Afza, English speakers often refer to it as 'rose syrup'. It is a

natural cold drink and a blend of pure crystalline sugar, distilled extracts of citrus

flowers, aquas of fruits, vegetables and cooling herbal ingredients processed to impart its

taste. Hakeem Abdul Majeed claimed that Rooh Afza was concocted using Unani

medical principles. However, it is said that Rooh Afza means "that which nurtures your

soul" because "rooh" means soul and "afza" means which nurtures.

Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul Majeed and

manufactured by the companies he founded, Hamdard (Wakf) Laboratories, India and

Hamdard (Wakf) Laboratories, Pakistan, since 1907. The inventor never explained his

choice of the name Rooh Afza, English speakers often refer to it as 'rose syrup'. It is a

natural cold drink and a blend of pure crystalline sugar, distilled extracts of citrus

flowers, aquas of fruits, vegetables and cooling herbal ingredients processed to impart its

taste. Hakeem Abdul Majeed claimed that Rooh Afza was concocted using Unani

medical principles. However, it is said that Rooh Afza means "that which nurtures your

soul" because "rooh" means soul and "afza" means which nurtures.

“If you look at its color, it enchants your heart. If you taste it, you find its flavor

enlivening. In fragrance it excels other flowers. In efficacy it is quite an elixir. Its

refreshing and invigorating effect is beyond reckoning. A sharbat like Rooh AfzaL has never been produced, nor ever shall be.

Benefits of Rooh Afza in the light of HikmahBenefits of Rooh Afza in the light of HikmahRooh Afza is syrup which protects human being from the ill effects which may occur

due to his / her exposure to sunstroke. It is the combination of various extracts of

fruits, vegetables and herbs. Each ingredient of Rooh Afza gives a feeling of

freshness to its user.

For the last 90 years, there has been no incredulity about Rooh Afza's functions. It is

acknowledged that Rooh Afza:

Combats the enervating summer heat:

Replenishes lost strength;

Satisfies thirst completely;

Keeps you cool in scorching summers; and

Makes you feel fresh and energized

And it is just a token of acknowledgement that above mentioned benefits made it

the top selling cold drink of its kind not only in Pakistan but also amongst the

millions living in USA, Canada,

Australia, Japan, and the Middle East including the Arab world and the U.K.

Rooh Afza activates a sensation of satisfaction and tranquility that cannot be

gainsaid. It makes a delicious milk shake and its other intake, whether added to

water, dessert like custard, ice cream, Falooda, Feerni, always offers a pleasant,

soulful experience.

During rainy seasons, few drops of fresh lemon added to a glass of Rooh Afza not

only satisfies the taste but also keeps you fresh despite the moist season. To those

who love tangy taste they may add fresh lemon juice in every glass of Rooh Afza

they drink.

Rooh Afza is a recognized drink of the east and has surpassed the total

consumption of such other syrups in Pakistan and abroad. Rooh Afza enjoys the 90

years of its happy existence and will continue to lead as a natural cold drink in the

next century too.

The Brand Image/Identification of Rooh AfzaThe Brand Image/Identification of Rooh AfzaRooh Afza has selected the red color as a symbol of summer drink of the east. The

traditional red color, aroma, taste, label & bottle are the constituent of its brand

identification. The label consists of pictures of various fruits, vegetables and herbs,

which show that it is an extract of such items.

Rooh Afza always emphasizes on these aspects in its promotional campaigns.

People relate Rooh Afza to one of the greatest inventions of Hikmah. The label of

the bottle along with red color helps customer to retain it in his memory.

The Slogan “Summer drink of the East.”

Rooh Afza has maintained this slogan since long time ago. It uses this slogan in

almost all the ads given the print media.

MARKETING MIX

PRODUCTThe product is ready to drink Rooh Afza by Hamdard laboratories (WAQF)Pakistan. It’s a consumer drink. A refreshing and delicious drink good forsunstroke, quenching the thirst, palpitation, nausea and other summer complains.An ideal “PICK ME UP” summer drink.

PRODUCT MIX STRATEGYIntroducing ready to drink Rooh Afza is a Brand extension strategy. It will beintroduced in 250ml packs and if you ask for growth strategy it is Productdevelopment.

INGREDIANTSThe contents of Rooh Afza are as follows:(1) Refined sugar.(2) Distilled aqua extracts of fruits.(3) Herbs.(4) Keora.(5) Citrus flowers.(6) Rose.(7) Red food Colour.(8) Preservatives.

PRODUCT LEVELS(1) CORE PRODUCT:A drink that quenches the thirst.

(2) ACTUAL PRODUCT:Ready to drink Rooh Afzah sharbat.

PRODUCT ATTRIBUTESA refreshing and delicious drink good for sunstroke, quenching the thirst,palpitation, nausea and other summer complains. Because of it’s being in convenienttetra packs customers now can have Rooh Afza whenever they want and whereverthey want.

PRODUCT BRANDINGRooh Afza is a registered trademark of Hamdard laboratories (WAQF) Pakistan.Brand extension strategy has been practiced by choosing the existing brand name“Rooh Afza” for the ready to drink sharbat also.

PRODUCT PACKAGINGAs people are becoming more and more health conscious day by day. So ready todrink Rooh Afza will be packed in 250ml tetra packs. Although tetra packs will becostly for the firm but customer satisfaction and quality product transfer is aduty of Hamdard laboratories (WAQF) Pakistan.

PRODUCT LABELLINGThe labeling of ready to drink Rooh Afza will be highlighting the positioning i.e.AS YOU WANTWHEN YOU WANTROOH AFZA DRINKMoreover the label has been shown below:

PRICINGFACTORS CONSIDEREDThe price of ready to drink Rooh Afza has been decided while taking intoconsideration, the following factors:(1) Marketing objective i.e. market share leadership through pricepenetration (lower price for getting maximum market share).

(2) Marketing mix strategies.(3) Costs.(4) Other organizational considerations.(5) The market and demand.(6) Consumer perception of price and value.(7) Competitor’s prices.(8) Other external environmental factors.

PRICING APPROACHWhile pricing value based pricing approach was considered. In the questionnaireswe have already asked the customers to give the suggestions about the price forready to drink Rooh Afza 250ml packs. And people have coded their suggestedprices.

DECIDED PRICEAfter considering costs of ready to drink Rooh Afza packs, competitor prices,marketing objectives, consumer perception of price and value and other factorsthe price that was finally decided for ready to drink Rooh Afza is Rs. 8/-.The price of ready to drink Rooh Afza and the prices of competitors are shownbelow for the clear analysis.

PRODUCTThe product is ready to drink Rooh Afza by Hamdard laboratories (WAQF)Pakistan. It’s a consumer drink. A refreshing and delicious drink good forsunstroke, quenching the thirst, palpitation, nausea and other summer complains.An ideal “PICK ME UP” summer drink.

PRODUCT MIX STRATEGYIntroducing ready to drink Rooh Afza is a Brand extension strategy. It will beintroduced in 250ml packs and if you ask for growth strategy it is Productdevelopment.

INGREDIANTSThe contents of Rooh Afza are as follows:(1) Refined sugar.(2) Distilled aqua extracts of fruits.(3) Herbs.(4) Keora.(5) Citrus flowers.(6) Rose.(7) Red food Colour.(8) Preservatives.

PRODUCT LEVELS(1) CORE PRODUCT:A drink that quenches the thirst.(2) ACTUAL PRODUCT:Ready to drink Rooh Afzah sharbat.

PRODUCT ATTRIBUTESA refreshing and delicious drink good for sunstroke, quenching the thirst,palpitation, nausea and other summer complains. Because of it’s being in convenienttetra packs customers now can have Rooh Afza whenever they want and whereverthey want.

PRODUCT BRANDINGRooh Afza is a registered trademark of Hamdard laboratories (WAQF) Pakistan.Brand extension strategy has been practiced by choosing the existing brand name“Rooh Afza” for the ready to drink sharbat also.

PRODUCT PACKAGINGAs people are becoming more and more health conscious day by day. So ready todrink Rooh Afza will be packed in 250ml tetra packs. Although tetra packs will becostly for the firm but customer satisfaction and quality product transfer is aduty of Hamdard laboratories (WAQF) Pakistan.

PRODUCT LABELLINGThe labeling of ready to drink Rooh Afza will be highlighting the positioning i.e.AS YOU WANTWHEN YOU WANTROOH AFZA DRINKMoreover the label has been shown below:

PRICING

FACTORS CONSIDEREDThe price of ready to drink Rooh Afza has been decided while taking intoconsideration, the following factors:(1) Marketing objective i.e. market share leadership through pricepenetration (lower price for getting maximum market share).(2) Marketing mix strategies.(3) Costs.(4) Other organizational considerations.(5) The market and demand.(6) Consumer perception of price and value.(7) Competitor’s prices.(8) Other external environmental factors.

PRICING APPROACHWhile pricing value based pricing approach was considered. In the questionnaireswe have already asked the customers to give the suggestions about the price forready to drink Rooh Afza 250ml packs. And people have coded their suggestedprices.

DECIDED PRICEAfter considering costs of ready to drink Rooh Afza packs, competitor prices,marketing objectives, consumer perception of price and value and other factorsthe price that was finally decided for ready to drink Rooh Afza is Rs. 8/-.The price of ready to drink Rooh Afza and the prices of competitors are shown

below for the clear analysis.

PLACING/DISTRIBUTIONFor ready to drink Rooh Afza Company will go for vertical marketing system.

THE CHANNEL LEVELSThe distribution channel will comprise following levels:(1) Market/customers.(2) Local sellers.(3) Whole sellers.(4) Stockade dealers.(5) Zonal offices.(6) Company.

THE DISTRIBUTION STRATEGYFor distribution the company will go for pull strategy. The demand will be createdin the market through effective advertising and promotion, customers will ask localsellers for the product, local sellers will demand the product from thewholesellers, wholesellers will demand the product from the stockade dealers,dealers will demand the product from the zonal offices and zonal offices from thecompany, finally.

DISTRIBUTION AREASFor the first year the ready to drink Rooh Afza will be distributed in two citesonly i.e. RawalPindi and Islamabad.

PROMOTION

at the big idea, communication objectives, the promotional appeal and thecommunication media.

THE BIG IDEAThe big idea for ready to drink Rooh Afza is:

AS YOU WANTWHEN YOU WANT-ROOH AFZA

PROMOTION OBJECTIVES

The PROMOTION objectives are as follows:

(1) Increasing customer awareness of the product.(2) Increasing customer knowledge about the product.(3) Increasing customer liking for the product.

PROMOTIONAL APPEALFor ready to drink Rooh Afza company will go for rational appeal by highlightingtwo important product benefits, which are:

(1) It quenches the thirst.(2) You can have it whenever you want because it’s ready to drink.

COMMUNIACTION MEDIA AND SOURCEThe company will use non-personal communication media and the source will becommon people.

PROMOTION MIXThe promotion mix for the ready to drink Rooh Afza will consist of following mainpromotion sources:

(1) Advertising.(2) Sales promotion.(3) Personal selling.(4) Public relations.

SALES PROMOTION

Buy four get one free offer will be given to the customers for one month, afterthe six months of launching the ready to drink Rooh Afza.

PERSONAL SELLINGDuring the first four months after launch, personal selling will be practiced indifferent areas of both RawalPindi and Islamabad.

PUBLIC RELATIONSFor maintaining good public relations special allowances and discounts will be givento hospitals and other social and welfare organizations.

EVENT MARKETINGCompany has planned to sponsor special programs on EIDs, INDEPENDENCE DAYand WORLD CUP FOOTBALL. (And concerts if necessary).

PROMOTION MIX BUDGETFor the first year, 45% of the net profit has been allocated for the promotion mixbecause in order to earn a position in the prospect’s mind company need to incurhigh promotion costs. This 45% will be reduced to 30% or less in the proceedingyears. Of the total 45% decided for promotion mix, the share of each componentof promotion mix is shown in the graph given below:(1) Advertising = 60%.(2) Sales promotion = 10%.(3) Personal selling = 10%.(4) Public relations = 10%.(5) Event marketing = 10%.

CONCLUSION