Rooh afza

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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 Rooh
Afza.
Hamdard
Generate
approximatel
y 50 billion
in annual
sales

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

PLACE
near shops, retailers,
whole sellers and
easily located
groceries stores.
PRICE
available at a reasonable
lower price than other drinks
An ordinary pack
800ml= Rs. 170
Large pack
1000ml= Rs. 230
PROMOTION
highly promoted
product in Ramdan
which is promoted
through ATL and
BTL
MARKETING MIX

Product lifecycle
Introduction Growth Maturity
Product
Extension
RoohAfza

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 Rooh
Afza. 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’s
products 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

Focus Group

RECOMMENDATIONS
there is a need to
reposition Rooh
Afza 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-advertized
so 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 Rooh
Afza 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

Rooh afza

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