Case study: Rooah Afza

Presented By: Bushra Sehar

Copyright © 2008 - 2012 managementstudyguide.com. All rights reserved.

Hamdard
Rooh Afza

Achievements
Brand positioning

Marketing Mix
SWOT Analysis
Media vehicles

Interview

Focus group
Recommendations
 It is a well
In 1948, the
company has been known
Hamdard
industrialized the
brand for Generate
product in Pakistan.
This began as an its herbal approximatel
herb shop and soon
gained the
medicine y 50 billion
reputation of the and drinks in annual
finest supplier of like Rooh
herbs.
Afza.
sales
Hamdard
products
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.
 ACHIEVEMENTS

Hamdard has achieved the Brands

Icon of Pakistan Award in 2008.

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
 MARKET SEGMENTATION

Demographics
segmentation

• For the whole family

• Targeted towards
people who can
understand the
benefit and function
of product easily
 MARKET SEGMENTATION

Geographical
SEGMENTATION

• Geographically there is no
specific segmentation. They
introduced their product in
the whole country and
delivered it where we can
reach
 MARKET SEGMENTATION

BEHAVIOURIAL
SEGMENTATION

Behaviorally
targeted
towards the
consumer who
believe in
quality, health.
Regular users
are also
target.
 BRAND POSITIONING

BRAND USP / ESP

IMAGE
 OBJECTIVES

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

Product
Extension

Rooh Afza
Introduction Growth Maturity
 SWOT Analysis

S W O T
 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

Fitness Constraints

New Generation cannot connect

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.

 COMPATIOR ANALYSIS

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.
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.

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.
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.
 Media vehicles
ATL
•through billboards
•Media TV Plan •In store Placement
•Media plan-radio strategy
•Print advertisement •PR strategies.
•Kids Magazines(Urdu & •Collaboration with
English) traffic police and
health department.

•Company’s Posters and

Banners which have a
•Website:
direct link to the
www.Hamdard.com.pk
BTL

customers.
•FB Page
• customized gift bags
to major customers.

INTERACTIVE MEDIA
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Focus Group

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Copyright © 2008 - 2012 managementstudyguide.com. All rights reserved.
 RECOMMENDATIONS

there is a need to people want

People have
reposition Rooh to see celebrity
suggested to
Afza in the market, endorsement for
make its website
although it is Rooh Afza.
more active and it
already established
must be updated
brand but still time
on daily basis.
needs its
repositioning

Afza is less-advertized Rooh Afza must be

so people have in “ready to use”
recommended that there form. Because
must be made creative ads people don’t have
for Rooh Afza. Ads must be much time to make
communicative creative. it due to their busy
routines.
 RECOMMENDATIONS

there must be
active or updated
pages of Rooh there must be a
Afza on social flavor which is
Media specifically for
diabetic
patients..

They should change

the bottle design.
attach nozzle cover
with its opening. It
People have
will make it easy to
suggested to make its
use
website more active
and it must be
updated on daily basis