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Executive summary:
The objective of this report is to provide with
experience in applying the concepts and method of marketing to a real world
marketing opportunity. This exercise imparts a clear design and practical
knowledge on the implementation of marketing strategies and plans.

“ROOH AFZA” has been selected as the product for the report and has been
repositioned. Not only the target market, but also the value proposition,
packing and pricing has been changed. Energy and health has been made the
unique selling proposition for the brand.

Rooh afza is traditionally known for breaking the fast during RAMADAN, the
holy month a fasting for MUSLIMS, but it has potential to be consumed
throughout the year, in summer season especially as it has the mix of natural
content like roses, herbs, flowers, aqua of fruit and vegetables etc. This
reduced the thirst and provides maximum utility in terms of freshness,
energy, relaxation on one part and taste on the other.

The marketing strategy specifies the target market, positioning, competition

and product, pricing, place, promotion strategies. The report cover swot
analysis, PEST analysis, value chain analysis of the activities, and the BCG
matrix to evaluate the current position of the brand itself. All possible areas
and topics have been covered in the report indeed, that a necessary for
repositioning “ROOH AFZA”.
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Assignment no: 01

Subject: principles of marketing

Topic: Market plan

Product: Rooh Afza

Submitted by:

Name: Safa Azam

Roll No: 04

Class: MBA 1st

Session: 2017-21

Submitted to:

Sir Zafar iqbal

Date of submission:

30 April 2018

University of kotli Azad Jammu & Kashmir

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INTRODUCTION:
Rooh Afza was introduced in 1907, and was included in the
first list of drugs of “HAMDARD “in 1908.

Hakeem Abdul Majeed the founder of “HAMDARD” Indian’s leading

organization devoted to the ‘UNANI’ system of medicine was led to this
formula by his intuitive faculty. The almost 90 year’s old history of rooh afza is
also a pointer to the fact that no better formula has yet been evolved.

The matchless qualities and merits of rooh afza soon brought it to the
notice of the people. By its distinctive taste, fragrance and colour it began not
only to attract the common people, but also inspired the writers and poets to
make it a theme of their creative efforts.

PRODUCT:
Rooh Afza available in single flavour but the hamdard industry has
broad range of product line. All the products are made
from 100% natural ingredients with no artificial
flavours. Product of hamdard is safe and has no side
effect.
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Brand name:

Brand name is “ROOH AFZA”

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 Quality:

Demanding business requires quality. Efficient and cost effective

to protect and taking excellent environment. So hamdard industry is
responsible to maintain a standard by ISO (UK). Rooh afza is made by natural
things.

 Features:
There are some important features in our product rooh afza.
Which compete in the market place against existing company.

 Rooh afza has capacity to store it for a longer period of time. Which
creates a differentiated strategy against other drink in market?
 R00h afza 100% pure drink without any chemical or artificial flavour
 You can add water to prepare rooh afza or milk to enjoy the different
flavour especially for children
 Use rooh afza to reduce thrust and feel refreshment.

 Size:
Rooh afza is an excellent source of refreshment, it is available in
following attractive size and packing.

 800ml rooh afza

 1.5 litter rooh afza
 3 litter rooh afza

Promotion strategy:
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Promotion activities mean to communicate with

the potential customers. Promotion mix is an important program of the
hamdard industry, which is combination of personal selling, advertisement,
sales promotion, publicity and public relations. Advertising message should be
based on positioning statement. The message should be attractive, appealing
and persuasive. So, advertising agency must compare all factors for successful
promotional plan for rooh afza. Keeping in mind the promotional budget,
advertisement is recommended as:

 Hamdard industry advertises its product rooh afza in all newspapers and
monthly family magazine to aware the product to people.
 Add in television, radio and through billboards.

 Advertising:
Hamdard industry advertises its product rooh afza through
Television Ad, banners, billboard, newspaper Ad, and hamdard products
magazine.

 Public relation:
Hamdard industry has a lot of retailers, wholesalers and
distributors in the different cities that have strong communication and relation
with public. They provide some useful information about hamdard product
with sympathetic attitude and emotional feelings such as “This product is 100%
pure and is prepared with herbal natural ingredients for your needs and it is
only Pakistani product to compete other countries product .

 Sales force:
Hamdard industry is expending the advertisement range from
different style or types in the different category of shops day by day. So
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customers thinking will be bound to purchase rooh afza because of high – class
advertisement and coverage.

 Sales promotion:
Hamdard industry also promotion its product rooh afza by
sales promotion, like hamdard industry gives more incentives /profit margin to
retailers. By adopting all these strategies hamdard industry promote its
product rooh afza in a well manner.

 Positioning:
Natural & pure syrup <<<<>>>>as pure as nature

It is very important that how can marketers position their products, their
distribution channels, their technologies, even their company’s corporate
identity?

Positioning is the process of achieving a desired place in the mind of target

market. Rooh afza positioning approach is by product attributes, benefits,
usage occasions, away from competitors, and product classes:

Product attributes:
The characteristics of rooh afza are as follow:

 Hallal
 100% pure
 Herbal natural ingredients used to prepare it
 No side effects on health

Product benefits:
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Benefits of rooh afza are different for different class of users

like:

Positioning for youngsters:

 It’s fun preparing drink, refreshing, and with
everlasting natural taste.
 Be bright and strong with healthy and tasty rooh
afza.

Positioning for families:

 Rooh afza is full of nutritious contents is best
syrup for everyone in the family.
 The females which are very much keen in giving
their families with healthy and hygienic products
for the surety of health of her love ones.
 For guests using rooh afza is the best drink to
provide a natural flavour with hundred percent
freshness in taste and fragrance.

Positioning for kids:

 Healthy product is necessary for good life.
 Add milk to prepare rooh afza drink (full of
vitamins) for your kids and see your kids healthier.
 Kids love pure drinks because it is fresh and
naturally tasty and will bring a smile to your child’s
face with every glass.

Existing strategies:
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Hamdard industry has developed the following

strategies to promote its products and increasing the profitability.

Pricing strategy:
Price is the value of a product expressed in the terms of
money and any other monetary medium of exchange. The price of a product is
major determinant of the market demand for the item. Price effect the firm’s
competitive position and its share of the market. As a result, price has a
considerable manner on the company’s revenue and net profit. price of rooh
afza is determined through these evaluations.

 Product demand:
To estimate the market likely of rooh afza, hamdard
industry exercises two methods:

 Direct derivation method

 Survey of buyer’s intension

The survey revealed that the people of Pakistan are quite dynamic in
their taste, quality, preference and also health conscious. they always welcome
new changes open heartily and if that change is good in quality and other
feature, they do adopt it. But the rooh afza create loyalty, and customers
usually don’t switch from it and prices and prices are stable in both season
summer &winter.

 Target market share:

The market share targeted by hamdard for rooh afza is a
major factor to consider in determining the price of rooh afza. while estimating
the demand hamdard industry keeps its production capacity in mind as a major
factor. Hamdard industry is targeting middle and lower income group as its
market and determine its price according to their buying power and their way
of buying.

Place/distribution strategy:
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Hamdard industry is improving day by day

quickly the range of channels in the different area in the advance level
through,

a large number of distributors, and retailers.

Producer........ Distributors.......... Retailer......... Consumer

Hamdard industry uses this channel for distribution of rooh afza. Since the
timely distribution is the basic requirement to promote sales and confidence of
retailers, one department concentrates on following:

 Monitoring staff of distribution department.

 Designing goals and objectives of department.
 Maintain communication with the retailers.
 Feedback of retailer’s complaints about the price, quality and
distribution.

Reviewing rooh afza in shelves and racks of store and observing

consumer response.

Coverage:
Hamdard have advance range of advertisement in the different
area as visual live or recorded coverage such as television, newspaper, bill
boards, and online in the website www.hamdard.com.pk

You can see all the information about product details individually in home
page.

Segmentation of rooh afza:

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 Market segmentation :
The commonly used basis for segmenti ng the
consumer market may be grouped in following categories, which are
selected by the hamdard fi r its product rooh afza as well:

 Geographic segmentation :
Hamdard rooh afza consumpti on is related
with the geographic as well as economic conditi ons of a place. Red
syrup is demanded in every area of Punjab, sindh, Baluchistan &
NWFP. The cultural distributi on can be stated as renew and regional
distributi on will be divided into urban, sub urban, ex urban, and rural.
The demand of rooh afza is high in summer.

 Demographic segmentation :
Age: People from all age group

Sex: Both male & female

Occupati on: People from all walks life

Income: Rs10,000/- or above

Religion: Every religion

 Behavioural segmentation :
The customer expects high quality in a
new product to shift from existi ng one. Red syrup (Rooh afza etc.) is
pure and 100% natural drink, which creates loyalty and consumers
normal do not shift from this product. Rooh afza is available in
diff erent size plasti c bott les and suitable for consumers that they can
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use it any ti me at home without any expiry date. It is very regularly

consumed product so its usage rate is very high in summer and
especially in the month of holly RAMZAN.

 Target market :
A target market is defi ned as a customer’s (people or
organizati on) at whom seller intends to an aim its marketi ng eff orts.
For this purpose, company must analyse three components:

 Consumer.

 Buying power.

 Social and psychological factors infl uencing buying patt erns.

Porter’s five forces of “Red syrup”:

1) New market entrants:

 Growth market
 Major competitors
 Capital requirements
 Marketing, distribution cost
 Experience and learning
 Switching cost
 Access to input
 Government police

2) Supplies power:
 Number of supplier
 Substitutes of inputs
 Threat of forward integration
 Switching cost of supplies
 Overall
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3) Buyer power:
 Substitutes in market
 Number of buyer
 Switching cost of buyer
 Backwards integrations
 Overall buyer power

4) Competitive rivalry:
 Same product
 Slow industry growth

5) Substitutes:
 No. of substitutes
 Switching cost of buyer

Competition:
Two types of competition direct competition and indirect
competition.
 DIRECT COMPETITION:
 Jam –e-shirin (red syrup)
 Naurus (red syrup)
 Sadabahar (red syrup)
 Quice rooh-e-shirin (red syrup)
 Indirect competition:
 Carbonated drinks (Pepsi, coke etc.)
 Juices in liquid and powdered from (nestle fruita
vital, tang, futility, poly, maaza mango, Limon
paani etc.)
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Objectives:
 To create brand visibility
 Establish brand presence
 Generate sale

Swot analysis:
Strengths:
 A popular summer drink that quenches thirst,
maintains the water-electrolyte balance, and
act as an instant source of energy for the body
 It is a type of UNANI medicine which has zero
side effects.
 It is recommended by some doctor for weak
and old people.
 Opportunities:
 As rooh afza is inexpensive compared to
other beverage, it can generate huge
demand and the revenue accordingly.
 Population is increasing by a considerable
rate per year, giving us another
opportunity to increase our market share.
 Rooh afza has a supreme brand image in
people’s mind, it can go for line extensive
and enter the category of pure juices and
milk for instance.
 Weaknesses:
 Company’s inability to maintain sale
varying with season e.g. low sale of rooh
Afza in winters.
 Ever changing customer preferences like,
now customer ask for convenience.
 Ever changing external environment.
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 Threats:
 The biggest threats for rooh afza have always
been the compactors in the industry.
 Prices and the inflation rate is increasing day by
day; this reduces the purchasing power of the
customer.

Table of content

1.1: Executive summary

1.2: Introduction

1.3: 4p’s:

 Production:
 Brand name
 Quality
 Features
 Size
 Promotion strategy:
 Advertising
 Public relation
 Sales forces
 Sales promotion
 positioning
 pricing strategy:
 Product demand
 Target market
 Place:
 coverage

1.4: Segmentation of Rooh Afza:

 Geographic segment
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 Demographic segment
 Behavioural segment
 Target market

1.5: porter’s five forces

1.6: Competition

1.7: Objectives

1.8: Swot analysis