Rooh Afza is a herbal drink invented in 1906 that provides cooling and hydrating effects. It contains extracts from flowers, fruits, and vegetables. Rooh Afza is currently in the maturity stage of its product lifecycle, with loyal customers who do not often switch brands. Its marketing focuses on promoting health benefits for the whole family across Pakistan. It uses various channels including manufacturers, distributors, wholesalers, retailers to reach consumers.

1. Rooh Afza
Mashroob-e-Mashriq
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Course Facilitator : Prof. Hamza Mehfooz
Course Id : 94733
Presented by: M. Zeeshan (58704)
M . Aziz (61246)

2. 1. Introduction
2. Product Life Cycle
3. PESTLE Analysis
4. Pricing Strategy
5. Marketing Channels
6. Conclusion & Recommendations
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3. About Rooh Afza
 Invented by Hakim Abdul Majeed
 Launch year 1906 (in Old Dehli)
 Company Hamdard (Wakf) Laboratories
 Availability Local as well as International market
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4. Summer Drink Of The East
Contains:
 Pure crystalline sugar,
 Distilled extracts of flowers, fruits & Vegetables.
 Cooling herbal ingredients
 ROOH AFZA’s cooling effect is long lasting .
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5. Uses
To Protect To Maintain
Dehydration (water loss) Nutritional status of the body
Heat Exhaustion Proper functioning of the heart
Heat stroke .
To Treat To Keep
Fever due to Fresh
heat exposure Active
Vomiting Energetic
Diarrhoea .
Stomach ache
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6. SKUs Available in Market:
 800 ml Rooh Afza
 1.5 Litter Rooh Afza
 3 Litter Rooh Afza
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7. Product life cycle:
Introduction Growth Maturity
RoohAfza
 Rooh Afza creates loyalty, and customers usually don’t
switch from it and prices are stable in both seasons
summer & winter as well as all
Occasions.
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9. Political Environment:
 Investor does not show interest due to unstable political environment.
Economic Environment:
 For investment purpose Pakistan’s economy is not impressive because inflation rate is very
high so we can say economic environment is very risky in Pakistan.
Social Environment:
 60% of Pakistani people are health conscious so they prefer healthy products derived from
natural resources there fore it is favorable for Rooh Afza.
Technological Environment:
 In beverage industry there are so many technologies involved to provide hygienic products
which are fully processed and it can not be possible without technology.
Legal
 Legally there are no such obligations on the company as it is Waqf Pakistan. However
company follows all legal code of conducts.
Environmental:
 It’s produced under environmental friendly industry by natural (own planted) recourses, and
provided in recyclable PET bottle. So its very favorable for the environment.
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10. Marketing Strategy:
 For the whole family
 People who realize the benefits of product easily.
 No geographic discrimination.
 Affordable & Competitive price for all socio economic
classes.
 Price are not variant to seasons as well as occasions
 Product highly promoted in Ramadan through ATL and
BTL
 Media Plan (TV Commercials, Radio, Print Media,
Billboards
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11. Marketing channels:
1 •Manufacturer
2 •Distributors
3 •Whole Sellers
4 •Retailers
5 •Consumers
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12. Media Plan
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 TV Commercials
 Radio Stations
 Print Media
 Billboards

13. Intrusion in Social Media Marketing
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14. Marketing Campaign
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ROOH AFZA SCHOOL CAMPAIGN
Hamdard’s world renowned brand Rooh Afza has engaged itself with more
than 100,000 school students in its state of the art school campaign, Rooh
Afza puppet show, to educate students about healthy lifestyle through
healthy food.
Children enjoy this fun activity very much with learning.

15. Awards
Export Trophy
From 1997 to 2010 (14 Years)
Consumer Choice Award
2005-11 (6 Years)
Brands Icon of Pakistan Award
2008
Brands of the Year Award 2006 NEXTPREVIOUS

16. RECOMMENDATIONS
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17. CONCLUSION
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It is concluded
that is
healthy natural
drink and much
better than other
unhealthy soft
drinks!

18. Questions Welcomed
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