Research study on the Brand

Rooh Afza

SUBMITTED BY:
ZUBAIR AHMAD KHOSO

dated: 16thDecember 2009

ACKNOWLEDGEMENT

TABLE OF CONTENTS

EXECUTIVE SUMMARY ........................................................................... 4 INTRODUCTION ........................................................................................ 6 Hamdard Laboratories (WAQF) Pakistan . Error! Bookmark not defined. INTRODUCTION .............................................. ERROR! BOOKMARK NOT DEFINED. HISTORY ........................................................ ERROR! BOOKMARK NOT DEFINED. HAMDARD AS AN INDUSTRY ........................... ERROR! BOOKMARK NOT DEFINED. HAMDARD PRODUCTS .................................... ERROR! BOOKMARK NOT DEFINED. THE HISTORICAL BACKGROUND OF ROOH AFZAERROR! BOOKMARK NOT DEFINED. BENEFITS OF ROOH AFZA IN THE LIGHT OF HIKMAH....................................... 10 THE BRAND IMAGE/IDENTIFICATION OF ROOH AFZA ..................................... 11 Packaging ............................................... Error! Bookmark not defined. OBJECTIVES ..................................... ERROR! BOOKMARK NOT DEFINED. RESEARCH PROBLEM / OBJECTIVES ................. ERROR! BOOKMARK NOT DEFINED. RESEARCH METHODOLOGY ......... ERROR! BOOKMARK NOT DEFINED. RESEARCH METHOD & INSTRUMENT ............... ERROR! BOOKMARK NOT DEFINED. RESEARCH DESIGN ......................................... ERROR! BOOKMARK NOT DEFINED. HYPOTHESES.................................................. ERROR! BOOKMARK NOT DEFINED. SCOPE & LIMITATION ..................................... ERROR! BOOKMARK NOT DEFINED. TARGET POPULATION ..................................... ERROR! BOOKMARK NOT DEFINED. SAMPLING...................................................... ERROR! BOOKMARK NOT DEFINED. ANALYSIS OF PRIMARY DATA ...... ERROR! BOOKMARK NOT DEFINED. HYPOTHESIS TESTING ................... ERROR! BOOKMARK NOT DEFINED. RESULT of H1 & H2: ............................. Error! Bookmark not defined. CONCLUSION ................................... ERROR! BOOKMARK NOT DEFINED. APPENDIX ......................................... ERROR! BOOKMARK NOT DEFINED. QUESTIONNAIRE............................................. ERROR! BOOKMARK NOT DEFINED.

EXECUTIVE SUMMARY
Hamdard 'the global house of herbal products' is a household name in Pakistan and is known worldwide having a very large product range. Hamdard is engaged in production of medicines under Greco-Arab System of Medicine. Herbal medicines are natural medicines, simple to use and have no adverse side effects. Rooh Afza, 'one that enhances the spirit and uplift the soul', for the last 90 years, is a legendary syrup of the East. Rooh Afza is a premier natural cold drink, proved beyond ambiguity that it is more than a cold drink. It is a blend of pure crystalline sugar, distilled extracts of citrus flowers, aqua of fruits, vegetables and cooling herbal ingredients processed to impart the stimulating taste and unparalleled quality. Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul Majeed and manufactured by the companies he founded, Hamdard (Wakf) Laboratories, India and Hamdard (Wakf) Laboratories, Pakistan, since 1907. The inventor never explained his choice of the name Rooh Afza, English speakers often refer to it as 'rose syrup'. It is a natural cold drink and a blend of pure crystalline sugar, distilled extracts of citrus flowers, aquas of fruits, vegetables and cooling herbal ingredients processed to impart its taste. Hakeem Abdul Majeed claimed that Rooh Afza was concocted using Unani

medical principles. However, it is said that Rooh Afza means "that which nurtures your soul" because "rooh" means soul and "afza" means which nurtures. If you look at its color, it enchants your heart. If you taste it, you find its flavor enlivening. In fragrance it excels other flowers. In efficacy it is quite an elixir. Its refreshing and invigorating effect is beyond reckoning. A sharbat like Rooh Afza has never been produced, nor ever shall be

INTRODUCTION
THE OBJECTIVE OF THIS REPORT IS TO PROVIDE WITH EXPERIENCE IN APPLYING THE CONCEPTS AND methods 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, packaging 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 of fasting for Muslims. But it has the potential to be consumed throughout the year, in summer season especially as it has the mix of natural contents like roses, herbs, flowers, aqua of fruits and vegetables etc, which reduces 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.

PRODUCT PROFILE

Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul Majeed and

manufactured by the companies he founded, Hamdard (Wakf) Laboratories, India and Hamdard (Wakf) Laboratories, Pakistan, since 1907. The inventor never explained his choice of the name Rooh Afza, English speakers often refer to it as 'rose syrup'. It is a natural cold drink and a blend of pure crystalline sugar, distilled extracts of citrus flowers, aquas of fruits, vegetables and cooling herbal ingredients processed to impart its taste. Hakeem Abdul Majeed claimed that Rooh Afza was concocted using Unani medical principles. However, it is said that Rooh Afza means "that which nurtures your soul" because "rooh" means soul and "afza" means which nurtures. Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul Majeed and manufactured by the companies he founded, Hamdard (Wakf) Laboratories, India and

Hamdard (Wakf) Laboratories, Pakistan, since 1907. The inventor never explained his choice of the name Rooh Afza, English speakers often refer to it as 'rose syrup'. It is a natural cold drink and a blend of pure crystalline sugar, distilled extracts of citrus flowers, aquas of fruits, vegetables and cooling herbal ingredients processed to impart its taste. Hakeem Abdul Majeed claimed that Rooh Afza was concocted using Unani medical principles. However, it is said that Rooh Afza means "that which nurtures your soul" because "rooh" means soul and "afza" means which nurtures. If you look at its color, it enchants your heart. If you taste it, you find its flavor enlivening. In fragrance it excels other flowers. In efficacy it is quite an elixir. Its

refreshing and invigorating effect is beyond reckoning. A sharbat like Rooh AfzaL has never been produced, nor ever shall be.

Benefits of Rooh Afza in the light of Hikmah

Rooh Afza is syrup which protects human being from the ill effects which may occur due to his / her exposure to sunstroke. It is the combination of various extracts of fruits, vegetables and herbs. Each ingredient of Rooh Afza gives a feeling of freshness to its user.

For the last 90 years, there has been no incredulity about Rooh Afza's functions. 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 you feel fresh and energized And it is just a token of acknowledgement that above mentioned benefits made it the top selling cold drink of its kind not only in Pakistan but also amongst the millions living in USA, Canada, Australia, Japan, and the Middle East including the Arab world and the U.K. Rooh Afza activates a sensation of satisfaction and tranquility that cannot be gainsaid. It makes a delicious milk shake and its other intake, whether added to water, dessert like custard, ice cream, Falooda, Feerni, always offers a pleasant, soulful experience.

During rainy seasons, few drops of fresh lemon added to a glass of Rooh Afza not only satisfies the taste but also keeps you fresh despite the moist season. To those who love tangy taste they may add fresh lemon juice in every glass of Rooh Afza they drink.

Rooh Afza is a recognized drink of the east and has surpassed the total consumption of such other syrups in Pakistan and abroad. Rooh Afza enjoys the 90 years of its happy existence and will continue to lead as a natural cold drink in the next century too.

The Brand Image/Identification of Rooh Afza

Rooh Afza has selected the red color as a symbol of summer drink of the east. The traditional red color, aroma, taste, label & bottle are the constituent of its brand identification. The label consists of pictures of various fruits, vegetables and herbs, which show that it is an extract of such items.

Rooh Afza always emphasizes on these aspects in its promotional campaigns. People relate Rooh Afza to one of the greatest inventions of Hikmah. The label of the bottle along with red color helps customer to retain it in his memory.

The Slogan Summer drink of the East.

Rooh Afza has maintained this slogan since long time ago. It uses this slogan in almost all the ads given the print media.

MARKETING MIX
PRODUCT
The product is ready to drink Rooh Afza by Hamdard laboratories (WAQF) Pakistan. Its a consumer drink. A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. An ideal PICK ME UP summer drink.

PRODUCT MIX STRATEGY

Introducing ready to drink Rooh Afza is a Brand extension strategy. It will be introduced in 250ml packs and if you ask for growth strategy it is Product development.

INGREDIANTS
The contents of Rooh Afza are as follows: (1) Refined sugar. (2) Distilled aqua extracts of fruits. (3) Herbs. (4) Keora. (5) Citrus flowers. (6) Rose. (7) Red food Colour. (8) Preservatives.

PRODUCT LEVELS
(1) CORE PRODUCT: A drink that quenches the thirst. (2) ACTUAL PRODUCT: Ready to drink Rooh Afzah sharbat.

PRODUCT ATTRIBUTES
A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. Because of its being in convenient tetra packs customers now can have Rooh Afza whenever they want and wherever they want.

PRODUCT BRANDING
Rooh Afza is a registered trademark of Hamdard laboratories (WAQF) Pakistan. Brand extension strategy has been practiced by choosing the existing brand name Rooh Afza for the ready to drink sharbat also.

PRODUCT PACKAGING
As people are becoming more and more health conscious day by day. So ready to drink Rooh Afza will be packed in 250ml tetra packs. Although tetra packs will be costly for the firm but customer satisfaction and quality product transfer is a duty of Hamdard laboratories (WAQF) Pakistan.

PRODUCT LABELLING
The labeling of ready to drink Rooh Afza will be highlighting the positioning i.e. AS YOU WANT WHEN YOU WANT ROOH AFZA DRINK Moreover the label has been shown below:

PRICING FACTORS CONSIDERED

The price of ready to drink Rooh Afza has been decided while taking into consideration, the following factors: (1) Marketing objective i.e. market share leadership through price penetration (lower price for getting maximum market share). (2) Marketing mix strategies. (3) Costs. (4) Other organizational considerations. (5) The market and demand. (6) Consumer perception of price and value. (7) Competitors prices. (8) Other external environmental factors.

PRICING APPROACH
While pricing value based pricing approach was considered. In the questionnaires we have already asked the customers to give the suggestions about the price for ready to drink Rooh Afza 250ml packs. And people have coded their suggested prices.

DECIDED PRICE
After considering costs of ready to drink Rooh Afza packs, competitor prices, marketing objectives, consumer perception of price and value and other factors the price that was finally decided for ready to drink Rooh Afza is Rs. 8/-.

The price of ready to drink Rooh Afza and the prices of competitors are shown below for the clear analysis.

PRODUCT
The product is ready to drink Rooh Afza by Hamdard laboratories (WAQF) Pakistan. Its a consumer drink. A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. An ideal PICK ME UP summer drink.

PRODUCT MIX STRATEGY

Introducing ready to drink Rooh Afza is a Brand extension strategy. It will be introduced in 250ml packs and if you ask for growth strategy it is Product development.

INGREDIANTS
The contents of Rooh Afza are as follows: (1) Refined sugar. (2) Distilled aqua extracts of fruits. (3) Herbs. (4) Keora. (5) Citrus flowers. (6) Rose. (7) Red food Colour. (8) Preservatives.

PRODUCT LEVELS
(1) CORE PRODUCT: A drink that quenches the thirst. (2) ACTUAL PRODUCT: Ready to drink Rooh Afzah sharbat.

PRODUCT ATTRIBUTES
A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. Because of its being in convenient tetra packs customers now can have Rooh Afza whenever they want and wherever they want.

PRODUCT BRANDING

Rooh Afza is a registered trademark of Hamdard laboratories (WAQF) Pakistan. Brand extension strategy has been practiced by choosing the existing brand name Rooh Afza for the ready to drink sharbat also.

PRODUCT PACKAGING
As people are becoming more and more health conscious day by day. So ready to drink Rooh Afza will be packed in 250ml tetra packs. Although tetra packs will be costly for the firm but customer satisfaction and quality product transfer is a duty of Hamdard laboratories (WAQF) Pakistan.

PRODUCT LABELLING
The labeling of ready to drink Rooh Afza will be highlighting the positioning i.e. AS YOU WANT WHEN YOU WANT ROOH AFZA DRINK Moreover the label has been shown below:

PRICING FACTORS CONSIDERED

The price of ready to drink Rooh Afza has been decided while taking into consideration, the following factors: (1) Marketing objective i.e. market share leadership through price penetration (lower price for getting maximum market share). (2) Marketing mix strategies. (3) Costs. (4) Other organizational considerations. (5) The market and demand. (6) Consumer perception of price and value. (7) Competitors prices. (8) Other external environmental factors.

PRICING APPROACH
While pricing value based pricing approach was considered. In the questionnaires we have already asked the customers to give the suggestions about the price for ready to drink Rooh Afza 250ml packs. And people have coded their suggested prices.

DECIDED PRICE
After considering costs of ready to drink Rooh Afza packs, competitor prices,

marketing objectives, consumer perception of price and value and other factors the price that was finally decided for ready to drink Rooh Afza is Rs. 8/-. The price of ready to drink Rooh Afza and the prices of competitors are shown below for the clear analysis.

PLACING/DISTRIBUTION
For ready to drink Rooh Afza Company will go for vertical marketing system.

THE CHANNEL LEVELS

The distribution channel will comprise following levels: (1) Market/customers. (2) Local sellers. (3) Whole sellers. (4) Stockade dealers. (5) Zonal offices. (6) Company.

THE DISTRIBUTION STRATEGY

For distribution the company will go for pull strategy. The demand will be created in the market through effective advertising and promotion, customers will ask local sellers for the product, local sellers will demand the product from the wholesellers, wholesellers will demand the product from the stockade dealers, dealers will demand the product from the zonal offices and zonal offices from the company, finally.

DISTRIBUTION AREAS
For the first year the ready to drink Rooh Afza will be distributed in two cites only i.e. RawalPindi and Islamabad.

PROMOTION
at the big idea, communication objectives, the promotional appeal and the communication media.

THE BIG IDEA

The big idea for ready to drink Rooh Afza is:

AS YOU WANTWHEN YOU WANT-ROOH AFZA

PROMOTION OBJECTIVES
The PROMOTION objectives are as follows: (1) Increasing customer awareness of the product. (2) Increasing customer knowledge about the product. (3) Increasing customer liking for the product.

PROMOTIONAL APPEAL
For ready to drink Rooh Afza company will go for rational appeal by highlighting two important product benefits, which are: (1) It quenches the thirst. (2) You can have it whenever you want because its ready to drink.

COMMUNIACTION MEDIA AND SOURCE

The company will use non-personal communication media and the source will be common people.

PROMOTION MIX
The promotion mix for the ready to drink Rooh Afza will consist of following main promotion sources: (1) Advertising. (2) Sales promotion. (3) Personal selling. (4) Public relations.

SALES PROMOTION

Buy four get one free offer will be given to the customers for one month, after the six months of launching the ready to drink Rooh Afza.

PERSONAL SELLING
During the first four months after launch, personal selling will be practiced in different areas of both RawalPindi and Islamabad.

PUBLIC RELATIONS
For maintaining good public relations special allowances and discounts will be given to hospitals and other social and welfare organizations.

EVENT MARKETING
Company has planned to sponsor special programs on EIDs, INDEPENDENCE DAY and WORLD CUP FOOTBALL. (And concerts if necessary).

PROMOTION MIX BUDGET

For the first year, 45% of the net profit has been allocated for the promotion mix because in order to earn a position in the prospects mind company need to incur high promotion costs. This 45% will be reduced to 30% or less in the proceeding years. Of the total 45% decided for promotion mix, the share of each component of promotion mix is shown in the graph given below: (1) Advertising = 60%. (2) Sales promotion = 10%. (3) Personal selling = 10%. (4) Public relations = 10%. (5) Event marketing = 10%.

CONCLUSION