CRM (Customer relationship management)

1. Rooh AfzaMohammad Ali Jinnah UniversityTable of ContentsExecutive Summary4Introduction5-6Strategic Business unitsProduct ProfileCompetitive Analysis7-8SWOT Analysis9Benefits10Segmentation11-13 a Demographicsa Geographic'sTarget AudiencePsychographicsBehavioralResearch Analysis14-15Customer AnalysisIssues faced by CustomersRetailer analysisIssues faced by RetailersRecommended Strategies16-18Image Building StrategyBrand Extension StrategyPersonnel and Distribution StrategyPackaging StrategyPublic Relations StrategyEvaluation StrategyPromotional StrategyConclusion19AppendixCustomer's QuestionnaireRetailer's Questionnaire3<br />Rooh AfzaMohammad Ali Jinnah UniversityExecutive SummaryOur product Rooh Afza is a masses brand. It is a brand representative of esternization with ingredients close to nature, which make it unique in this world of materialization and impurity. It is good for body and mind unlike carbonated drinks which is hazardous to health if consumed continuously.Our research will prove that Rooh Afza is targeting each and every consumer who likes to consume chilled beverages while they are on the go that is why everyone can purchase it. It is better to consume Roohafza as it has domestic taste and other carbonated drinks are hazardous for health. Our research would also remind those consumers who have a tendency to consume a lot of energy drinks. This would remind them that they have their own energy drink, which is not as expensive as the energy drinks brought to us by foreign manufacturers. Another reason for our research is to remind people that Rooh Afza is not only to be remembered in the Holy month of Ramadan but it is the beverage which can be consumed through out the year at any time.Although its target market is people of all ages and class but it has become the brand of lower and middle class only. It is a brand of all including the upper class people who go for status symbolizing products only.The reason why consumer would purchase the product is that Rooh Afza is an original drink. It is not artificial and it is not made of various chemicals. Rooh Afza show their competitors that Rooh Afza is proud to be an original drink All those users who are living abroad will consider that this is the kind of product that we could relate to themselves and they would be able relate it with their home land, as, quot;
Rooh Afza is our Identityquot;
.We have conducted the research to get the better ides about the existing product. On the basis of this research we have done customer and retailer analysis. Approximately 95 percent of the customers are satisfied with the product quality, size, taste and colour. Further analysis is being discussed in detailed report.4<br />rat<br />Rooh AfzaMohammad Ali Jill nah UniversityINTRODUCTIONThis company is both in India and Pakistan because at the time of partition some brothers migrated to Pakistan and setup shop there. This company is from Hyderabad originally anyway it doesn't matter; there are many Hamdard medical halls in Hyderabad, managed by the Hamdard family.Rooh Afza is a concentrated drink formulated by Hakeem Hafiz Abdul Majeed-and manufactured by the companies founded by him and his sons, Hamdard (Wald) Laboratories, India since 1906 and Hamdard (Waqf) Laboratories, Pakistan, since 1948. It is also made in Bangladesh by Hamdard Laboratories (WAQF) Bangladesh.Rooh Afza, 'one that enhances the spirit and uplift the soul', for the last 90 years, is a legendary syrup of the East.Rooli 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, aquas of fruits, vegetables and cooling herbal ingredients processed to impart the stimulating taste and unparallel quality.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, Feemi, always offers a pleasant, soulful experience,Strategic business unitsRight now Hamdard has approximately 100 products. The products are produced in three different forms i.e. liquids, solids, and semi solids. The products range fulfills the health requirements from all age groups i.e. from infants to aged persons. Hamdard has a full range of medicines for the cure of various diseases. The different strategic business units of Hamdard are as follows:Hamdard's cosmetics,Hamdard's sharbat/drinks.Hamdard's herbal medicines.5<br />Rooh AfthMohammad Ali Jinnah University60 Product Profile:<br />Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul 1Viajeed and manufactured by the companies he founded, Hamdard (Wald) Laboratories, India and Hamdard (Wald) Laboratories, Pakistan, since 1906. 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 quot;
that which nurtures your soulquot;
because quot;
roohquot;
means soul and quot;
afzaquot;
means which nurtures.<br />Rooh AfzaMohammad Ali Jinnah Universio.<br />COMPETITIVE ANALYSIS<br />Rooh Afza being in market since hundred years gives it an edge over others. It is purely a combination of different fruits, vegetables and herbs. This gives it a competitive advantage as generally a drink has one or two of them but it is a combination of all in one.<br />Rooh AfzaMohammad Ali Jinnah University<br />There are many beverages in the market which includes carbonated drinks like Pepsi and<br />CocaCola, and juices like Rania, Nestle juices. The direct competitor is-girei-s-hi's, Jam-e<br />,<br />Sheeren, which has even the same colour as Rooh Afza but differs in taS're—a7s compare to<br />Rooh Afza.<br />Pepsi and Coca Cola drinker (youngsters) considers it a Symbol of coolness and say that they really do not have concern if their teeth's enamel gets rotten as they will brush well after use. The drinkers get addictive to drinking and do not consider any drink to the mark of carbonated drink. The availability of these products is mare in (urban areas) cities and fake drinks (resembling them) are sold in rural area.<br />The Nestle juices considered good in quality because of being A NESTLE product (name of quality) and are available in ready to drink form. The Rania juice imported from abroad also make us realize that uniqueness does counts, having chunks to prove the purity helps a lot. Although it has not captured great market (may be due to lack of availability) but who knows may be the consumers makes it big.<br />The powdered form drinks like SunSip Limo (Lemon) Pani and Tang also is a competitor. The example of Limo Pani tells us that the people are so busy with their lives that even they can not make home drink by their selves, so this gap has been filled by Limo Pani.<br />8<br />SWOT ANALYSIS<br />A popular summer drink that quenches thirst, maintains the water-electrolyte balance, and acts as an instant source of energy for the body.<br />It is a type of UNANI medicine which has zero side effects.<br />It acts as a coolant and enhances resistance towards diseases.<br />It is recommended by some doctors for weak and old people.<br />Weaknesses:<br />Company's inability to maintain sales varying with seasons e.g. low sale of Rooh Afzaln,winters.<br />'3,_hreats)f<br />,<br />Seasonal variations in sales<br />CompetitorsAr C.<br />Ever changing customer preferences like, now customers ask for convenience <br />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 purchasingpower 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.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 the 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.1ALcrkevAvv-EThreats:Ever changing external environment.<br />Rooh AfzaDirectcompetitorsIndirectcompetitors•Jam-e-Shireen.Nestle.•NaurusRed bull•Quice quot;
61Energile•Shezan squash.•Glucose D•Tops squash.•Frost.•Mitchelles squash,.oTops.Shezan.Tang.Coke drinks.•Limo paniOther gas bottle drinks.Other juices.<br />Rooh AfzaMohammad Ali Jinnah University<br />Benefits of Rooh Afza:<br />Appended bellows are some benefits of Rooh Afza:<br />1. Rooh Afza as a nutrient:<br />Rooh Afza as a nutrient is in the form of invert sugar, glucose and fructose says it all. All<br />these three ingredients give energy naturally without actually harming your body.<br />2. Rooh Afza for essential electrolytes:<br />It has necessary contents of sodium, potassium, magnesium, calcium, chloride and<br />phosphate, which help keeping the body hydrated.<br />3. Rooh Afza for retention of body water:<br />It also has the ability to maintain and finally adjust the body's water balance due to the<br />presence of electrolytes in balanced quantity.<br />4. Rooh Afza's medicinal properties:<br />It has medicinal properties which stimulate and correct the function of the heart, liver and<br />kidney and check vomiting, diarrhea, indigestion and stomach ache.<br />5. Rooh Afza's soothing and refreshing properties:<br />It acts on the central nervous system and the rest of the body to keep them active and in<br />perfect balance.<br />SEGMENTATION<br />Rooh Afza is now identified as an energy drink, which gives energy instantly that also naturally. This product is a mass market product. It has all the natural ingredients it is best for people who are engaged in different activities like professional athletes, students at school/college/university level, then people exposed to the heat of the sun, working out-doors which de-hydrates them and only water can not do the work. An excellent product for health conscious people who prefer having things made out of natural ingredients. Mostly used by citizens living in urban areas.<br />The older people love to drink Rooh Afza as they relate it to their memories of past (but they may be diabetic), its more a drink which taste of like our country (for people living) abroad. In summer especially, the people living with family love to drink it at evening after coming from work and children take Rooh Afza in their water bottles and drink it with milk. Rooh Afza also drinks in the Holy month of Ramadan as it provides energy.<br />The segmentation is based on various criteria such as those listed below.<br />Demographics:<br />This is the study of the distribution, density and vital statistics of a population, and includes such characteristics as:<br />Sex = no gender discrimination, it's for all.<br />Age = all those who can drink it.<br />Education = both educated an uneducated.<br />- Marital status for the people of all marital statuses.<br />Size of family unit = for all families.<br />Total income of family unit= for all those who can afford it. ( 5 J4f,-''.1vlt;br />Religion = for the people of all religion in targeted geographical areas. (.1<br />Geographic's:<br />The geographic areas targeted by Rooh Afza are<br />Karachi<br />Lahore<br />Faisalabad<br />Rawalpindi<br />Multan<br />Hyderabad<br />Gujranwala<br />Peshawar<br />Quetta<br />Islambad<br />Sargodha<br />Sialkot<br />Bahawalpur It also includes other area of the four provinces.<br />Target audience:<br />It includes:<br />The student<br />The bachelor<br />Married.<br />Individual<br />Family<br />Retired person<br />The person who is sitting abroad who has the Pakistani nationality.<br />It is also the individual who belongs to the working class and works hard enough and wants a drink to energize him and get back to work.<br />Occupation:<br />Professional Athletes, Sportsmen, Professionals, Students, Housewives<br />Family Size:<br />In Pakistan, the average family size is of about 6-7 people per household<br />Religion:<br />Any<br />Density:<br />Urban & Suburban<br />Climate:<br />Since it is an energy drink it is not restricted to a certain climate.<br />Psychographics:<br />Life Style:<br />Health conscious people who exercise and avoid energy drinks which have artificial flavorings and ingredients such as high content of caffeine, which is harmful for the body.<br />Social Class:<br />It's an economical drink which can be afforded by anyone.<br />Behavioral:<br />Occasions:<br />The drink is very popular in Ramadan, again the main reason being that it gives instant energy.<br />Rooh AfthMohammad Ali JimzahRESEARCH ANALYSIS Methodology:<br />We have done research on Rooh Afza, and the method we have used is of Questionnaire and face to face interview with the retailers and customers.The sample size we took is 100 for the consumers.25 questionnaire were filled by male students having age in between 20 to 25, and the other 25 questionnaire were filled by 25 female students having age in between 19 to 24. The remaining 50 were filled by the random age group people, including office workers and old age people (men and women).<br />The product Rooh Afza is for the masses that's why we tried to get the opinion from different age group, so that we can better analyze about the brand and its usage.<br />Customer Analysis: Customer Satisfaction Criteria:<br />Our research shows that 100% people are aware of the brand Rooh Afza which is a good sign. Majority of the people likes to drink it and usually buy once in a month. As far as availability is concerned it is easily available to the consumers. From the survey it is found that it is consumed more in the Holy month of Ramadan.95% of the customers are satisfied with the quantity, size, price and quality of the product.<br />If in case Rooh Afza is not avalaible, then consumers 2nd option is to purchase Jam-eshireen, Naurus, and Tang. Except few, almost all the consumers are satisfied with the taste and colour of Rooh Afza.<br />Customer Dissatisfaction Criteria:<br />As the market is becoming competitive and consumer's preferences are changing day by day, therefore it is important to meet customer requirements. Majority of the people showed dissatisfaction in packaging. They think that there is a need to change the packaging. It should be made attractive.<br />They also suggested that this is the oldest product and to remain competitive in the market it should advertise.<br />Issues faced by Customers:<br />Packaging<br />Demand of different flavors<br />More nutritious elements<br />Lack of advertisement<br />Availability of readymade bottles 0 Because of high sweetness some people avoid to drink it<br />Retailers Analysis:<br />In order to get a clear idea about the product from reatiler's perspective we visted 10 Retailers who are located in Gulshan-e-Iqbal, Gulihistan-e-Johar, Malir Cantt, and P.E.C.H.S respectively. The shops which we visited were Pakistan Super Rice and Medical Store, Blessings, Saima Discount Centre, AD Mart, CSD and so on.<br />In the sharbat category we found that Rooh afza is normally preferred by the consumers. Its main competitors are Jaam-e-Shireen and Naurus.The price at which they sale the large size bottle i.e. 1500 ml ranges between Rs175 — Rs180,and the price of small size bottle i.e. 850m1 ranges between Rs 92 — Rs 95 respectively. Comission which they got on large size bottle is 5 Rs per bottle, and on small size bottle they got only 2 — 3 Rs per bottle. Only few retailer's are satisfied with the commission while other's are not. They manage inventory by keeping the stock in the warehouse, especially in the Holy month of Ramadan and in summer season demand increases and they need to keep more stock as compare to other season.<br />Retailer's told that this product is mostly sold in Ramadan and in summer season. They themselves also prefer to drink Rooh Afza. We have analyzed that few shops have displayed Rooh afza very well i.e. it can be easily seen as the customer enters the shop, whereas in few shops it is found that it is not displayed properly i.e cannot be seen easily by the customers. Consumer's rarely complaint against the product otherwise they are satisfied.<br />Most of the retailer's were of the view that this product does not need any change, except few who suggested that product always needs improvement. Few of them also suggested that to increase its sales it should be advertised.<br />Issues faced by Retailers:<br />Placement<br />Return on the defective product<br />Availability issue<br />Advertisement<br />Commission<br />Rooh AfzaMohammad Ali Jinnah University16RRECOMMENDED STRATEGIES<br />Image Building Strategy:<br />Rooh Afza has maintained a value of being an energy drink since its invention. It is a natural and original drink that releases those who drink it from stress and frustration. It is a natural energy drink and consumers have taken it to be a drink that can only be consumed at times of being with your family only. We want the consumers of Rooh Afza to remember that this brand is the best energy drink and it can be consumed anywhere and anyhow you want to consume it<br />As Rooh afza is one of the best energy drinks for consumers, so we suggest the organization to build its image in such a way that Rooh afza can be consumed anywhere and anyhow one want to consume it. It's a drink that one can consume at any time during the day and that this product can be consumed in all seasons.<br />Brand Extension Strategy:<br />This brand `Rooh Afza' has been associated with our culture since a very long time; this association would actually help `Rooh Afza' gain a substantial amount of market share as it is present in the market for a fairly long time. It is a drink that knows its consumers better than any other drink as it provides its consumer exactly what he wishes to have.<br />`Rooh Afza' itself would be the brand name. After conducting research we have analyzed that there is a demand for the ready made bottles of Rooh Afza. We would suggest the company to introduce ready made pet bottles of regular flavor and lemon flavor. It should also produce Rooh Afza for Diabetic Patients.<br />Additional falvors should be added including:<br />Alaichi flavor<br />Lemon 'flavor<br />Other nutritions<br />The availability of readymade `Rooh Afza' would help people enjoy their favorite drink whenever and wherever they want to. A readymade bottle of Rooh Afza' would enhance the sale of the brand in comparison to its competitors as `Rooh Afza' would be much cheaper than the competitor's carbonated drinks.<br />Personnel and Distribution Strategy:<br />We would suggest the organization to distribute the product to the wholesalers, retailers, lassi corners, medical and general stores, super stores and the juice centers at the right time.<br /> <br />