Hamdard

It was a century back that "Hamdard" was born in

the bylanes of Delhi. In 1906, Hakeem Hafiz Abdul
Majeed, a well-known Unani practitioner of his time, with
his entrepreneurial instinct and missionary zeal
established "Hamdard" to serve mankind. Unfortunately,
Hakeem Hafiz Abdul Majeed did not live long to see his
dreams take shape. After him, his son, Hakeem Abdul
Hameed popularly known as 'Hakeem Sahab', took over
the administration of Hamdard at the age of 14, in 1922.

Safi
Cinkara
Sharbat Rooh-Afza
Roghan Badam Shirin
Chyawanprash

No Promotion & advertisement drive

No Modification

(In terms of Packing, Product depth, assortments)

Faulty Marketing policy

Poor Product positioning
No celebrity endorsing the product
Company diverted on exports sales, ignoring the
domestic market.
Growing packed fruit juice market

Re-Launch

Dominate unexplored syrup juice market.

Make a place in huge explored fruit juice
market.

Presenting

"If you look at its

colour, 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

100% Natural Taste

100% Healthy
Instant Ready to serve option
Available in various qty options
Available in 4 four identical flavors
Vegetable Extract (FOR COLOR).

Rooh Afza as nutrient

In the form of invert sugar, glucose and fructose.
Rooh Afza for essential electrolytes
In the form of sodium, potassium, magnesium, calcium, chloride and
phosphate.
Rooh Afza for retention of body water
Has the ability to maintain and finally adjust the body's water balance
due to the presence of electrolytes in balanced quantity.
Rooh Afza's medicinal properties
Which stimulate and correct the function of the heart, liver and kidney
and check vomiting, diarrhoea, indigestion and stomachache.
Rooh Afza's soothing and refreshing properties
Which act on the central nervous system and the rest of the body.

Premium

Blueberries

pomegranate

Plum

Instant (Ready to Serve)

Instant (Ready to Serve)

sachets

Rs 5/-(20ml)
Rs 10(50ml)

Instant (Ready to Serve)

Rs 50/(1Ltr)

Rs 45/-(600ml)
Rs 70/-(1 ltr)

Rs 10/-(200ml)
Rs 25/-(500ml)
Rs 50/-(1000ml)

Customer
Retailers
Distributors

Customers

General
Teenagers and Kids

General

Road Shows
Special camps @ Super Markets, Shopping Malls,
Multiplexes
Free Samples
Tie up caf day (Instant juice vending machines)
Free extra quantity.

Teenagers and Kids

Return 20 tetra packs(200ml) and get a Toy

Free
Return 20tetra packs(500ml) and a watch
Free
Free tattoos and stickers on purchase of
Rs5/- sachets

Rooh Afza Piyo Jadoo se Miloo

Contest (win a Chance to win Brand
Ambassador Jadoo.

Rooh Afza Piyo Jadoo

se Miloo Contest

o
o
d
Ja

Distributors and retailers

Free Sales Aid (Window displays, kayos etc .

Window display contest.
Sales target contest.
Extended credit terms

Rural and Urban India

General
Teenagers and Kids

Profiles Of Media Type

Television

Television

Radio

Radio

Print Media

Print Media

Other Tools:

Other Tools:

Advst on School Fee Cards

Ad on Public transportation Passes

Advst on Games software

Ad on Cable T.V subscription cards

Advst on School
Transportation

Balloon Advst

Teenagers and Kids

Ad on Movie tickets
Pop corn containers, paper bags etc.
General

In Crores

Cost Statement
Fixed Cost
R&D

Warehousing

Plant and Machinery

Other assets
Variable Cost
Advst & Promotion
Raw Materials
Other expenses
Advst & Promotion
Raw Materials
Other expenses

5
1st Year
7

2
10

8
3

18

2nd Year

Initial Fund allocation 30 Crores

10
2

15

Estimate

Price (instant)

1st Year

200ml (Price Rs10)

Revenue
Rs 25/-(500ml)
Revenue
Rs 50/-(1000ml)
Revenue

2nd Year

3rd Year

25lakhs units 50lakhs units 75lakhs units

250 lakhs
5lakhs units
125 lakhs

500 lakhs
8lakhs units
200 lakhs

3lakhs units

7lakhs units

150 lakhs

350 lakhs

750 lakhs
15lakhs units
400 lakhs
10lakhs units
500 lakhs

Strengths

The Biggest strength of the company is its

established brand name in the market.
RoohAfza is already a popular well known
product in the market with a label of Good
health Drink.
RoohAzfa is an identical product in itself which
has no strong competitors therefore the
company can enjoy monopoly in the respective
segment.

Opportunities

Unexplored syrup juice market.

For the first time sachets has been
introduced which will generate us a huge
revenue
Again, tetra pack has been introduced to
acquire market share in the respective
segment, which is a fast growing segment

Threats

Competition.