This document provides details about a term project on Rooh Afza done by students for their Principles of Advertising course. It includes information about Hamdard Laboratories, the company that produces Rooh Afza, an analysis of the beverage industry and red syrup category, a SWOT analysis and competitive analysis of Rooh Afza, profiles of Rooh Afza consumers, and a proposed advertising campaign for Rooh Afza targeting younger consumers. The campaign aims to change perceptions and position Rooh Afza as a refreshing drink that is easy to make and revitalizes after exercise unlike fruit juices that require preparation. The creative strategy involves humor and drama in TV and print ads showing Rooh Afza's convenience.

1. Term project
RoohAfza
Course: Principles of advertising
Faculty: Nida Shokat

2. Presented by
Aqib Maniar
Shahbaz Ali
Umair Qureshi
Institute of Business Management

3. Mission statement
 To preserve & promote eastern system of
medicine.
 To establish the principles of pharmacy, its
furtherance and standardization.
 To teach & publicize the principles of health,
hygiene and medical sciences, and through
these, to serve the people selflessly.

4. Industry analysis
 Broadly specified under beverage industry.
 More specifically grouped in red syrup
category.
 Other categories include fruit juices,
carbonated drinks as well as hot beverages
such as tea and coffee.
 Red syrup category is highly concentrated
to sub continent.

5. Graphic representation of
beverage industry
Beverages
Hot
Tea Coffee
Cold
Ready-to-drink
Milk
Flavoured
(Juices etc)
Bottled Water
Carbonated
Concentrates
Powdered
(Milk, Juices
etc)
Syrups
(Squash,
Sherbet etc)
Alcoholic1

6. Portar five forces model
 Porter’s five forces model is a framework
for industry analysis. This model for the red
syrup industry of Pakistan is explained
below:
Industry
Rivalry
Threat of
New
Entrants
Bargaining
Power of
Suppliers
Bargaining
Power of
Buyers
Threat of
Substitutes

7.  Threat of Substitute Products: Substitute
products are available at same price and of
similar quality, making it easy for customers
to switch. Thus threat of substitutes is high.
 Threat of New Entrants: This refers to entry
and exit barriers, which for this industry are
low since the product can be manufactured
at low fixed costs and with minimal
technology. Thus threat of new entrants is
high.

8.  Bargaining Power of Suppliers: Power of
suppliers is not very high for this industry,
due to the fact that most of the supplies can
be easily obtained from other sources.
 Bargaining Power of Buyers: Buyer power
is considerably high because buyer’s cost
of switching to a competitor is low and there
are a number of substitutes available.
 Industry Rivalry: The intensity of rivalry is
low for the red syrup industry, because
there are only a few competitors, and exit
barriers are minimal.

9. Company snapshot
 As a company, Hamdard dates back to 1906,
when a doctor of herbal medicine, Hakim Abdul
Majeed, founded his clinic in New Delhi.
 Rooh Afza, among Hamdard's first products,
was introduced in 1907.
 Company split during independence, new
company founded in Karachi.
 Similarly, when East Pakistan broke away in
1971, the branch of Hamdard that had been
set up in Dhaka turned into Hamdard
Laboratories, Bangladesh.

10.  Hamdard, today, manufactures more than
500 traditional herbal products on the
principles of the Greco-Arab system of
medicine (also called Unani).
 It has over 1,500 employees throughout the
country.

11. Main products
Rooh Afza
Ispaghol Husk
Joshina
Masturin
Neo-Carmina
Revand Toothpaste
Safi
Suduri
Sualin
Sharbat Faulad
Toot Siyah
Tunsukh

12. Swot analysis
Strengths
 High brand awareness due to being in the market
for 105 yrs.
 Hamdard brand has high customer loyalty due to
good reputation.
 It has the highest market share within the “red
syrup (sherbet)” category.
 Rooh-Afza is manufactured from herbal/ natural
ingredients, causing customers to trust it as a
healthy alternative to other cold drinks, without any
side effects.
 It has been used by physicians to treat various
ailments.
 Lower price compared to competitors.

13. Weaknesses
 There exists high seasonal variation in
sales.
 Rooh-Afza has high level of sugar,
making it non ideal for fitness conscious
and diabetic people.
 Customer preferences are changing. For
instance, younger generations tend to
associate Rooh-Afza with
conservativeness.
 Convenience is a highly sought feature,
making ready-to-drink beverages more
popular, than concentrate syrups.

14. Opportunities
 There exists favorable opportunity for line
extensions (and eventually brand
extensions), which would utilize Rooh-Afza’s
positive image and popularity.
 The market for concentrate syrups remains
unsaturated, providing considerable room for
innovation, such as Rooh-Afza in powdered
form.
 Fitness conscious people can be served by
introducing “Diet/ Sugar free Rooh-Afza”.
 To make Rooh-Afza easy to consume, it can
be also be sold in pre-mixed versions that
comes in cans or drink boxes. This strategy
can be used in entering the ready-to-drink
market.

15. Threats
 Stiff competition exists, with Jam-e-Shireen
and Naurus being direct competitors.
 The beverages market as a whole is
becoming more and more saturated,
especially with the launch of ready-to-drink
lassi (Omung lassi), and Rose-flavored
powdered drink (Tang Rose).

16. Buyer analysis
Consumer Purchase decisions
Several factors at work when consumers
purchase product. They are as below
- Taste: Rooh-Afza is characterized by a
refreshing sweet taste, which claims to not
only quench thirst but also vitalize the body
even though taste is similar to competing
drinks.
- Key ingredients: Rooh-Afza is
manufactured from natural extracts of citrus
flowers, fruits, vegetables and cooling
herbal ingredients, which makes it an
attractive healthy choice of drink.

17.  Price: Pricing is similar for all the red syrups
present in the market. Thus, it is important to
maintain that price level, because a higher price
will most likely result in customers switching to
another brand of red syrup.
 Availability: It is a very important factor in the red
syrup market for the reason that other red syrups
available are very similar to Rooh-Afza in pricing
as well as taste, thus the buyer will not hesitate
in switching to another red syrup brand if Rooh-
Afza is not available.
 Brand Image: The image of Rooh-Afza is highly
favorable in the eyes of customers due to its
history as well as the company’s reputation

18. Consumer profile
Demographics
 Age: 5 +. Even though the range of age has
been described as very broad, different
strategies are needed to target people from
different generations, because younger
generation is not as inclined to consume red-
syrup as older generation.
 Geographic Location: people from southern
parts of Pakistan which are characterized
by hotter climates are more likely to
consume Rooh-Afza, due to its long lasting
cooling effect. Also, Rooh-Afza is targeted
towards people from urban as well as rural
areas, since it is well known in both regions.

19.  Socio-economic class: All classes from A
to C. Rooh-Afza is consumed by the upper-
class, middle-class as well as the affording
chunk of lower-class. However, the major
portion of consumers of this drink is formed
by the middle and lower class, due to its
affordability.

20. Psyhographics
 Health-consciousness: Since Rooh-Afza is
manufactured using natural ingredients, it is
preferred by many health-conscious
customers.
 Usage: Rooh-Afza is mainly consumed as a
cold drink in summers during which period
its sales are the highest. Furthermore,
consumption of Rooh-Afza is also very high
during the month of Ramadan.
 Personality: it is mainly targeted towards
customers who believe in keeping their
traditional values alive, and are not easily

21. Competitive environment
Direct competitors
 Jam-e-Shireen (red syrup)
 Naurus (red syrup)
 Sadabahar (red syrup)
 Quice Rooh-e-Shireen (red syrup)

22. Indirect competitors
 Carbonated drinks (Pepsi, Coke etc)
 Juices in liquid and powdered form
(Nestle Fruita Vitals, Tang, Fruitily, Poly,
Maaza Mango, Limo Paani etc)
 Squashes
 Tea (Green tea, Tapal Iced tea etc)
 Coffee (Nescafe, Cold Coffee etc)
 Lassi (Omung Lassi)
 Flavored milk (Milo, Owsum etc)
 Energy drinks (Red Bull, Speed etc)

23. Previous Ad critical analysis
 Big Idea: Rooh Afza is Mashroob-e-Mashrik and it increase
our happiness, and shows the eastern culture.
 Campaign Idea: Rooh Afza is all purpose drink which refresh
you and you can drink it on different occasions and it will
increase your happiness.

 Target Audience

 Primary
 SEC A-, B+ and B
 10+, young and old people

 Secondary
 Middle-aged people
 Users of other beverages like Tea, coffee and carbonated
drinks

24.  Key Consumer Insights: It is more used during
Ramadan, people avoid it due to social status.
 Brand Positioning: Rooh Afza is positioned as a
natural drink which is the top choice of many
people, it will fulfill your thirst and it will refresh
yourselves unlike other drinks which are not
natural and refreshing.
 Brand Personality
Young
Fun loving
Trendy

25.  Emotional Appeal
 Showing the use of
the brand at
different occasions
 Showing the family
on a picnic
 Soothing jingle
 Use of red color
 Rational Appeal
 Rooh Afza Bottle
 Rooh Afza logo
and tagline
 Rooh Afza’s use in
different weathers
and different
occasions

26.  Creative Strategies: They have used the
strategy of Slice of life in which they have
shown the different occasions and different
weathers like at children at home, young
people on picnic with friends and family
picnic.
 Suggestions/ flaws: Inclusion of working
people and those who are health
conscious.
 Positive points: Usage of real-life

27. Our proposal
 Big idea: Drink of the east as stated by
Mashroob e Mashriq. A drink for all times
that revitalizes and refreshes.

 Campaign idea: Revitalizing drink that is
easy to make and is always instantly
ready. It refreshes after a workout and is not
tedious to prepare.

28.  Consumer insight of PTA: After work out people
want to revitalize themselves. Most of them go
for fresh juices that is why in the gym you will find
a juice corner. They are also a bit vary about
carbonated drinks as it is not deemed healthy.
Red syrup like rooh afza is not as popular as fruit
juices when it comes to revitalizing the body.
 Target audience primary: Social class A+, A-,
B+, B, B- , C+. Age groups 5 to 55. Juice
drinkers.
 Secondary target audience: 55+ as they tend
to be more careful about sugar intake. Social
class C. Carbonated drinkers.

29.  Brand positioning: Rooh Afza is an
eastern drink that revitalizes body and
soothes. Substitute drink to fruit juices and
carbonated drinks.

 Brand personality: Patriotic, refreshing,
revitalizing, loving

30.  Emotional appeal:
 Load shedding.
Everybody hates
load shedding and
all the work stops
there.
 Mother giving rooh
afza to son.
 Umair going aah
after drinking Rooh
afza
 Background music
 Rational appeal:
 Doesn’t need fruit
grinder to be ready
like fresh juice
 Easy substitute for
fresh juices
 Rooh afza bottle
 Rooh afza aur kya
chahiye
 Sharbat and milk
shake both together

31. Advertising objectives
 Primary Objectives:
 To change the perception of youngster towards
Rooh Afza who avoid it and do not like to use it
and who prefer other ready to use drinks instead
of Rooh Afza.
 To change the mind set of youngster and to bring
Rooh Afza to their consideration.
 To change the behavior to the target market and
to stimulate trial and purchase of Rooh Afza.
 To create awareness regarding Rooh Afza in the
target market.
 To portray it as a part of daily life

32.  Other Secondary Objectives:
 To increase the sale of Rooh Afza by 15%
in next three to four months.

33. Intended brand positioning to be
achieved
 Rooh Afza is a natural drink for all age
groups which provided you refreshing
effect and it will increase the
happiness of the occasion in which it
is used, unlike other drinks which are
not natural and are not good for
health.

34. Creative strategy
 For TVC: Slice of life, humour, drama
 For Print: Metaphor
 For Radio:

35. Budget allocation
Print media 30%
T.V. 40%
Radio 15%
Outdoor Advertising 10%
BTLActivities 5%

36. Media plan
Medium Selection of Media Vehicle
TV Geo, Play, Dunya News, ARY, Ten Sports, AXN.
Radio
City FM 89, Apna Khi FM 107, Radio Active 96,
Radio1 FM 91, FM 100
Print
Dawn News, Tribune, The News, Jang newspaper,
Express Newspaper,Family magazine, Akhbar-e-Jahan,
Aurora, Synergizer,etc.
OOH Hoardings, Pole Signs, Transit Advertising
BTL Stalls at Dawn Life Style and other Exhibition

37. Use of social media
 Apart from the media mentioned in
Media plan we will also use social
media like facebook and twitter along
with putting up banners in them.
 We will also use top rated Alexa
websites for Pakistan like Rozee.Pk
and Pakwheels.com.

38. Promotional mix
 Free samples in schools and universities.
 Mall activities where games and other
activities will be conducted.

39. Advertising campaign (print
ad)

40. Advertising campaing (tv ad)
 Scene 1: Umair working out and feeling
tired
 Scene 2: Umair going to the kitchen after
workout to get some fresh juice
 Scene 3: Load shedding strikes!
 Scene 4: A kid comes and makes instant
Rooh Afza, Umair is Dumb founded
 Scene 5: An old lady (presumably
Umair’s mother) sees all this and gives
him Rooh Afza
 Scene 6: Umair loves the Rooh Afza

41. Advertising campaign radio
ad

42.  The end
 Thank you