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 INTRODUCTION
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It has been Manufactured and Consumed not only in Pakistan but also
in India and Bangladesh and it has very huge market there.

It has the potential to be consumed throughout the year, especially in

summer season - It has the mix of natural contents like herbs, flowers,
aqua of fruits etc., which reduces the thirst and provides maximum
utility in terms of freshness, energy, relaxation and taste too.
 COMPETITORS
ROOH AFZA
DIRECT INDIRECT
Energile
Aam-e-Shireen. Glucose D
Shezan Squash. Frost.
Tops Squash. Nestle.
Mitchelles Squash Tang.
Nauras Coke drinks.
Limopani
Other juices and
Drinks.
 PRODUCT STYLE AND DESIGN
 Rooh Afza is available in 750 ml and 1.5 Liter pet bottle.

 Plastic Bottle has been used which is reliable and easy

to carry and store.

 Image of different fruits and flowers are on the label

 Sachet of Rooh Afza should be introduce in the Market

which can increase it¶s sales.
 MARKEITNG SEGMENTATION
Rooh Afza is a product which is for every sort of
Marketing
Segment, following are the some major segments of Rooh
Afza.

1. Sport People
2. Different Professionals
3. School/College/Universities
4. Home Consumer.
5. Different Organizations
 TARGET MARKET
 Primary Target Market:
‡ School/College/University Students.
‡ Professional Athletes
‡ Field Workers
‡ Organizations

 Secondary Target Market:

‡ People who are health conscious
‡ Anybody who enjoys sweet drinks
‡ Occasional drinkers (like in Ramadan, Eids etc.)
 


PRODUCT
Rooh Afza has been offered in the Market to fulfill the
basic human need of thirst but it is acknowledged that
Rooh Afza Combats the enervating summer heat;
Replenishes lost strength; Satisfies thirst completely;
Keeps you cool in scorching summers; and Makes
Consumers feel fresh and energized.

PRODUCT LEVELS
Core Product: A drink that quenches the thirst.
Actual Product: Rooh Afzah
 


PRICE
The amount of money charged for a product. The
price of Rooh Afza is according to the perception of
customer about the product.

Size Price
800 ml. Pet Bottle Rs.110/-
Rs.110/-
1500 ml. Pet Bottle Rs.215/-
Rs.215/-
Sachet Rs.10/-
Rs.10/-
 


PLACE
Rooh Afza has a great distribution Channel
and It is available at almost every Retail Store,
Medical Store, Supermarkets of Pakistan.

It is place at every store which is also a non-

non-
verbal Marketing Program that the product
make a place in the Mind of every potential
customer of a product.
 


PROMOTION
PROMOTIONAL APPEAL
Promotional appeal highlights main product benefits.
- Mashroob--e-Mashriq Rooh Afza
Mashroob
- Piyoo Thandda Thandda Bolo Mittha Mittha
- Rahat--e-Jaan ««. Rooh Afza
Rahat

EVENT PROMOTION
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 SWOT ANALYSIS
STRENGTHS
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 WEAKNESSES
 A Company¶s inability to maintain sales varying with
seasons e.g. low sale of Rooh Afza in winters

 Seasonal variations in sales

 Ever changing customer preferences

 OPPORTUNITIES

 As Rooh Afza is inexpensive compared to other

beverages, 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 extension and enter the
category of pure juices and milk for instance.
 THREATS
 The biggest threat for Rooh Afza has always been the
competitors in the industry.

 Inflation rate is increasing day by day, which reduces

the purchasing power of the customer and the lower
income groups could find it difficult to afford Rooh
Afza which would directly leave a negative impact on
the revenue.
 INFORMATIONS
Usage Status
Approximately 82%

Loyalty Status
From very long time People are very loyal
towards the name ³ROOH AZFA ´

Attitude towards the Product

The attitude towards Rooh Afza is immensely positive
 ·RAND EXTENSION

Dispensers:
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