Introducing Rooh Afza in UAE | Marketing Research Project
Sir Ahsan Ahmed
Syed Sohaib Ali
Rooh Afza is a product of Hamdard which is a
multinational company working in India and Pakistan.
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. The great man HAKIM SAYEED established
“Hamdard” in 1948.
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, aqua's of
fruits, vegetables and cooling herbal ingredients processed to
impart its taste.
Rooh Afza is a product. It is a tangible thing and sell
in the market.
Rooh Afza is a want.
It’s purely thirst quenching drink.
It increases the level of glucose in the body which
makes consumer energetic so its one of the healthiest
It comes under the category of low priced drinks.
As Rooh Afza is a refreshing drink. It give us
After drinking Rooh Afza People desire to buy it
again because it’s a best drink that kill thirst.
Idea is to introduce the Rooh Afza Product by
Hamdard Inc. in UAE i.e. Market Development
A recent case study conducted in UAE doing market
analysis resulted in following key results.
The marketing plan recognizes the various segments of the
market for Rooh Afza ready to drink packs, instead of marketing a
product in one way to everyone. The segmentation is based on
various criteria such as those listed below.
This is to study of the distribution density and vital statistics of a
population and includes such characteristics as :-
Gender= no gender discrimination, its for all
Age= all those who can drink it
Education= both educated and uneducated
Marital status= for the people of marital status
Size of family unit= for all families
Total income of family = for all those who can afford it
Religion= for the people of all religion in targeted geographical areas
The drink is very popular in Ramadan, again the main reason being
that it gives instant energy.
The geographic areas targeted by Rooh Afza are Pakistan,
India and now UAE.
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.
It's an economical drink which can be afforded by anyone.
People buy it because:
It is economical
Affordable by lower and middle class
Liked by people of every age
Influenced by family because it is a traditional drink since 1907
The target market for instant Rooh Afza drink is
families with children who are respective to
new, convenient, notorious and inexpensive form
The company’s brand will be positioned at with low
price, high quality and sustain with its remarkable
identity mashrub-e-masrik (the drink of east).
Major target audience are:-
The person who is sitting abroad who has the Pakistani
The market of sharbat is less saturated with only
three brands of red sharbats. If we talk about drink
juices the market is highly saturated with ten
competitors. The Rooh Afza will be positioned in the
market as Mashroob-e-Mashrik.
The nearest direct competitors of Rooh Afza ready to drink
packs will be the following ones:-
Pepsi and coke
Other gas drinks
The nearest indirect competitors of Rooh Afza ready to drink
packs will be following ones
Other fruit squashes
When we will talk about ready to drink juices, the
market is highly saturated with below
ten competitors. The estimated market shares on the
basis of market research are shown below
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.
For distribution the company will go for pull
The demand will be created in the market through
effective advertising and promotion, customer will
ask local sellers for product, local seller will demand
the product from whole sellers, whole seller will
demand the product from the stockade dealers,
dealers will demand the product from the zonal
offices and zonal offices from the company, finally.
Micro Environment includes following factors :-
Activities of different department in the company effects the
Activities, efficiency of suppliers effects the company.
3- Marketing Intermediaries (Firm helps company promotion)
Actions of marketing intermediaries effects the company. E.g
reseller, distributer etc.
Other micro environment forces which effects
company are :-
The Macro Environment includes following factors:-
1- Demographic Environment
Demographic changes effects the company’s market
2- Economic Environment
Economic environment affects the expenditure of both the
consumer and producers.
3- Natural Environment
Natural environment has direct impact on company because
company needs fruits and herbs for manufacturing.
4- Technological Environment
With time, company need to adopt new machines and equipments
to increase production.
5- Political Environment
It has no direct impact on company.
6- Cultural Environment
Cultural environment do affects the company’s sales over time.
A 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
It is recommended by some doctors for weak and
Company’s inability to maintain sales varying with
seasons e.g. low sale of Rooh Afza in winters.
Ever changing customer preferences like, now
customers ask for convenience.
Ever changing external environment.
As Rooh Afza is inexpensive compared to other
beverages, it can generate huge demand and the revenue
Population is increasing by a considerable rate per
year, giving us another opportunity to increase our market
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.
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.
The price of ready to drink Rooh Afza has been decided
while taking into consideration of following factors.
Marketing objectives i.e market share leadership through price
penetration(lower prices for getting maximum market share)
Marketing mix strategies
Other organizational consideration
The market and demand.
Consumer perception of price and value
Other external environmental factors
While pricing value based pricing approach was
In the questionnaires we have already asked
the customers to give the suggestions about
the price for ready to drink Rooh Afza 250ml packs.
And people have coded their suggested prices
After considering costs of ready to drink rooh Afza
packs, competitor prices, marketing objectives,
consumer perception of price and value and other
factors the price that was finally decided for ready to
drink Rooh Afza is AED 2.
The distribution channel will comprise following
Communication Media And Sources
The communication objectives are following
Increase customer awareness of the product
Increasing customer knowledge about the product
Increase customer liking for the product
Television (ads between dramas by sponsoring for
Social Media like Facebook, Twitter, Google+
The company tends to win 35% of market share.
quality, convince, low price
AED 2 per juice packet
At every retail shop where Rooh Afza liquid is available
The promotion would be done through advertising, bill boards, radio and
It has all the characteristics of business market:
Sold in bulks to distributers
Available in whole Pakistan, India, UAE etc
Demand of Rooh Afza exists
But Rooh Afza does not deal in B to B as it is FCMG so its larger
market is B to C
Core product: a drink that quenches the thirst.
Actual product: ready to drink Rooh Afza sharbat.
A refreshing and delicious drink good for sunstroke,
quenching the thirst, palpitation, nausea and other
summer complains. Because of it’s being in
convenient tetra packs customers now can have Rooh
Afza whenever they want and wherever they want.
Rooh Afza is a registered trademark of Hamdard
laborites (WAQF) Pakistan. Brand extension strategy
has been practiced by chasing the existing brand
name “Rooh Afza” for ready to drink sharbat also.
As people are becoming more and more
health conscious day by day. So ready to drink Rooh
Afza will be packed in250ml tetra packs. Although
tetra pack will be costly for the firm but customer
satisfaction and quality product transfer is a duty of
Hamdard laborites (WAQF) Pakistan.
As we are introducing Rooh Afza instant in 3 flavors
1.Rooh Afza milk
2.Rooh Afza lemonade
3.Rooh Afza lass
The labeling of ready to drink Rooh Afza will
be highlighting the positioning i.e
A u want when u want!!
Hamdard has the most prestigious name for the health
care products. With the benefit of the name Hamdard has
been immensely successful with its drink “ROOH AFZA.
The technology Hamdard has, the domestic market
situation and their international experience will surely
enable them to maintain their motto.
The target market of this product will be mainly the
sportsmen, professional athletes, field workers, health
conscious and time oriented people. By repositioning and
introducing Rooh Afza in the new areas like UAE, it will
boost its profit and will get more level of customer
Hamdard always try to provide its consumers with the
premium quality in hygienic conditions. For Hamdard quality
comes first so it has equipped its labs with the latest and best
quality machines. Hamdard has set its price within the range of
possible prices determine by market demand and
cost, competitors cost, prices in which there is hardly any
The opinion of people towards taste and freshness of Rooh
Afza is excellent. The overall experience of people is good but
this should be looked into as more customers are satisfied and
the more Hamdard’s goodwill would be enhanced.