International Advertising 1 Rooh Afza in Germany

INTRODUCTION
The Federal Republic of Germany lies in the heart of Europe and is a cosmopolitan, democratic country with a great tradition and a lively present. Germany has one of the worlds strongest economies and offers an innovative research and education landscape. At the same time it has a strong creative economy and a dynamic cultural scene. Germany is the European Unions most populous nation with 82 million inhabitants.

Geographic location of Germany:

Germany is surrounded by nine neighboring countries. Its territory encompasses roughly 357,000 square kilometres. It stretches from the North Sea and the Baltic Sea in the north to the Alps in the south. Some of the largest European rivers the Rhine, the Danube and the Elbe flow through Germany. German landscapes are extraordinarily varied and attractive: low and high mountain ranges, extensive lakelands, forests and roughly 2,390 kilometres of coastline.

The diversity in German society:

Germany has 82 million inhabitants. They include roughly 15 million with a migrant background, some 7 million of whom are foreigners, while 8 million hold German citizenship. German society is marked by a pluralism of lifestyles and a diversity of ethnic and cultural outlooks. Despite changes in society, the family remains the most important social reference group.

Seasons in Germany:
German Spring: March, April, May German Summer: June, July, August German Autumn: September, October, November German Winter: December, January, February

International Advertising 2 Rooh Afza in Germany Summer temperatures are typically between 20C and 30C, with more rainfall during the summer months. Germany has a wide variation in cold beverages ranging from cold drinks, cold coffees, punches and juices. Despite the fact that summers are not as hot as Pakistan, German consumers of drinks prefer cold liquids. The advantage that Rooh Afza has, over other drinks that come under cold, is that Rooh Afza is not just used in form of drink but also used as an additive. While in summer, you enjoy a cold Rooh Afza drink with water or milk; in winters, you can enjoy it as a drink or as an additive in sweet dishes.

Festivals in Germany:
February:

The days in this month are the crazy days of carnival (Fasching). Throughout Germany, people enjoy in big parties gathering together. Sales of food and drink increase during these days of February. Carnival typically involves a public celebration or parade combining some elements of a circus, mask and public street party. April:

In Central Europe the end of winter is highlighted with Easter. Exactly 46 days after Ash Wednesday, with the end of carnival, Easter Sunday is celebrated. In relation with Rooh Afza campaign, this months importance is not really Easter but the part that says, the end of winter. Rooh Afza in the eastern part of the world is drunk cold and is associated with the word refreshing. In the same way, RoohAfza will be refreshing for Germany from the start of this month. July:

In this hot summer month, a festival that takes place is "Annafest" in Forchheim, Germany. This traditional public fair takes place every year during the last week in July in Forchheim on the "cellar-hill". Up to 500,000 visitors are attracted to the cellar-hill during the ten days of the festival. With 30,000 seats there is more space to sit there than at the festival in Erlangen, (the Bergkirchweih). It is possible to sit and eat in the middle of the forest and drink cold drinks, beers and other beverages.

International Advertising 3 Rooh Afza in Germany November:

Hamburg's DOM is known as the largest funfair in Northern Germany, Hamburg's Dom exists as winter- dom (7. Nov. -7. Dec. 2003) and summer- dom (30. July- 29. Aug. 2004). It's a "classical" fun fair with show-booths, food-tents and fair-attractions. During the weekend many families come to the join in on the festivities. December:

Christmas is another occasion in Germany which brings in happiness and people are all busy in making different types of foods and cocktails. Rooh Afza can be used as a drink and as a topping for various sweet dishes.

International Advertising 4 Rooh Afza in Germany

MEDIA LANDSCAPE IN GERMANY

Media consumption in Germany: Magazines consumption (minutes per day): 10 Television consumption (minutes per day): 185 Radio consumption (minutes per day): 206

Television in Germany: Total number of TV channels: 53 Private TV channels: 42 Public TV channels: 11

Radio in Germany: Total number of radio stations: 254 Private Radio Stations: 187 Public radio Stations: 67

Top Radio Stations: SWR3 (South West Germany public radio) WDR 1 Live (Western Germany public radio) HR3 (central German public radio)

At some stations, music only makes up 30 40% of programming. The rest includes commercials, raffles, editorial and promotions.

Magazines in Germany: The German women's magazine market is highly extensive and fragmented. Womens magazines in Germany play a huge role in the German magazine market. In aggregate, they reach over 66% / 22 million of the total of 33 million women in the over 14 age group. The market has been growing steadily over the last ten years, with an ever-increasing number of new titles entering

International Advertising 5 Rooh Afza in Germany the market. Recent trends have included pocket-sized magazines, line extensions, celebrity titles, and further specialization with regard to reader age or special content. The market for fortnightly womens magazines continues to be dominated by BRIGITTE. Its market leadership is undisputed with coverage of 3.21 million women. As an advertising medium with a large proportion of exclusive readers who read no other classic womens magazines, it has been an indispensable advertising vehicle for many decades. Total number of magazines: 7722 The extent to which the magazine medium is part of everyday life in Germany is demonstrated by its reach: 93.5%. List of magazines: Bunte (females) coverage includes celebrity, gossip, news and lifestyle matters. At any rate, it sells over 700,000 copies per week. JOY (women) (nationwide circ. 512,179 media value per page: 22,500 ) Glamour (women) (nationwide circ. 481,865 media value per page: 25,500 ) Gala (nationwide circ. 396,884 media value per page: 20,400 ) Fit for Fun (nationwide circ. 114,033 media value per page: 15,300 ) Burda Style: popular German fashion magazine. The magazine contains focusing on latest fashion news, hair, beauty, health, fitness, lifestyles, celebrity, and more. Trends in German media:

Culinary is currently a popular theme in German TV, as well as print and online. Cooking shows, wine & food magazines, culinary-based raffles are all very popular, and new magazines and TV shows are regularly entering the market. New shows appearing in the last 12 months are KochenmitKerner, Kochduell, Schmecktnichtgibtsnicht, Lafer, Lichter, Lecker etc.

International Advertising 6 Rooh Afza in Germany Celebrity and city lifestyle are general travel themes that also currently work in the German market. Travel features are focusing more on lifestyle and newsworthy protagonists instead of highlighting only the major attractions of a region. Media is increasingly looking for stories offthe-beaten-track and especially for characters who present the region to the

readers/viewers/listeners.

Regulations in advertising in Germany: In Germany, public television stations own a major share of the market. Their programming is funded by a license fee as well as advertisements on specific hours of the day (5 p.m. to 8 p.m.), except on Sundays and holidays. Private stations are allowed to show up to 12 minutes of ads per hour with a minimum of 20 minutes of programming in between interruptions.

International Advertising 7 Rooh Afza in Germany

PRODUCT PERSONALITY
Rooh Afza is one of the most popular and best selling products of HamdardDawakhana (wakf) Laboratories. It is a cash cow (BCG Matrix) for the company. Rooh Afza positioned itself as Mashroob-e-Mashriq (drink of the east). Rooh Afza is not just the invigorator of the soul it is also Rahat e Jaan happiness for the body. It is a blend of crystalline sugar, distilled extracts of citrus flowers, aquas of fruits, vegetables and cooling herbal ingredients. Rooh Afza claims to be a brand with natural ingredients and that is why many people prefer it over other energy drinks with artificial ingredients.

SWOT Analysis
Strengths: 1. RoohAfza has been in the market for over 100 years and if we speak of brand awareness than it takes the cake from other sharbats, juices and carbonated drinks in the market. 2. It is generating consistent revenues and hence is a cash cow for Hamdard Dawakhana. 3. Popular summer drink that quenches thirst, maintains the water-electrolyte balance, and acts as an instant source of energy for the body. 4. It is a type of UNANI (herbal) medicine which has zero side effects. 5. It acts as a coolant and enhances resistance towards diseases. 6. It is recommended by some doctors for weak and old people. Weaknesses: 1. Seasonal variations in sales. 2. Ever changing customer preferences like now customers ask for convenience. Opportunities: 1. As Rooh Afza is inexpensive compared to other beverages, it can generate huge demand and the revenue accordingly.

International Advertising 8 Rooh Afza in Germany 2. Being a market leader in Pakistan beverage industry Rooh Afza has immense growth potential and can successfully cater needs of an international market like Germany. 3. Pakistan and Germany enjoy closely cordial relations. Commercial trade between Islamabad and Berlin has also been very essential in recent years seeing as Germany is Pakistan's fourth largest trade partner. Threats: 1. Competitors which are existing in industry since years. 2. Rooh afza has never been a choice of international consumers so being a new entrant in international market is a threat. Product Attributes: Rooh Afza is red in color and is quite viscous in nature. It has high sugar content and contains herbs such as lemon, Rose, keora, etc. It can found in pet bottle of 200 ml and ml. in past Rooh Afza came in glass bottles but to make it more user-friendly; it is now sold in plastic bottles. Product benefits: Late Hakeem Abdul Majeed formulated syrup that could combat heat stroke, exhaustion and dehydration and Rooh Afza does exactly that. Consumers in Pakistan think of it as an energy drink. It has been marketed (mainly through word of mouth) as thirst quencher and Rooh Afza plays this role quite successfully Rooh Afza can also be used as an additive i.e. we can use it as topping on ice-cream, pudding, etc and we can mix it with milk and lassi apart from water. Positioning: In past Rooh Afza, being rich in herbal compounds, was considered healthy and beneficial by the working class. Rooh Afza as of now is also positioned under the same context, a drink which refreshes mind and body.

International Advertising 9 Rooh Afza in Germany

MARKET ANALYSIS
Drinks in German culture play a significant role, and usually follow each meal. During a fine meal, especially dinner, Germans will have a classic bottle of wine. But after lunch, the beer is the main beverage drank by people, German beer being famous worldwide. Another great beverage appreciated and served after lunch, is a kind of light beer mixed with lemonade or apple juice. Coffee in German cuisine is usually lighter in caffeine content in comparison to a Brazilian strong one. Shakes and cocktails are usually served in restaurants, being available in flavors covering all fruits, from strawberry and banana shakes, to cherry or orange cocktails that may or may not have alcohol. Germany Beverage Forecasts includes consumption trends for 21 individual beverage categories (packaged water, carbonates, juice, nectars, still drinks, squash/syrups, fruit powders, iced/rtd tea, iced/rtd coffee, sports drinks, energy drinks, bulk/HOD water, dairy drinks, hot coffee, hot tea, beer, cider, spirits, flavored alcoholic beverages, fortified wine, wine). Direct competitors Afri Cola Bionade(lemonade) Bluna(orange soft drink) Chabeso Club Cola Capri Sonne(fruit juices) Fanta Hermann kola (cola with high level of caffeine) Karamalz (Caramel lemon soft drink) Mezzo Mix(Coca Cola orange flavor)

International Advertising 10 Rooh Afza in Germany SchipSchwap (orange lemonade) Spezi (orange lemonade) Sprite Sinalco

Indirect competitors Coffee Milk Mineral water Tea Beer Wine

People of Germany either prefer Cola or a lemonade. It might be difficult to launch a sweet flavored drink in market which prefers caffeine or a the zing of lemon but then again, it says a lot about the growth potential that a sweet drink has as compared to a lemonade. If we would have been launching lemonade instead of Rooh Afza then it would have been difficult for us to switch a loyal-lemonade-user to a new drink which would again be a lemonade. Now, how different can one lemonade be from another lemonade? The amount of lemonades they have in their market; they have probably tried each and every recipe of lemonade which is present on the face of earth. In short, no one has yet targeted the audience who is craving for something other than caffeine or lemonade; for example, something sweet.The lemonade market is saturated and the un-touched market is ready for an on-slaught by Rooh Afza.

International Advertising 11 Rooh Afza in Germany

WHY LAUNCH ROOH AFZA IN GERMANY?

The following insights or segments of Germany demonstrate how this country has the potential to be a market for Rooh Afza.

Insight into Germans (segmentation):

Psychographics: 1. They are organized, punctual and they prioritize everything i.e. they have a family time, work-time and if we fit-in a Rooh Afza-time in their lifestyle then that means well get loyal consumers. 2. Germans are loyal with products, services or people they like. Theirloyalty can be measured by their loyalty towards lemonades.

3. They associate rose with love, passion and romanticism. And we all know Rooh Afzas major ingredient is Rose so we can make them build an association with the brand on this point. 4. Germans are conservative as far as their clothes and life style are concerned. Rooh Afza is drink of the East and hence conservative itself. It wont have any problem in fitting in the German life style.

5. They like to socialize and are multi-cultural. The old and the new customs live side by side. 6. They have a rich culture: art, music, media, theatre, literature and cinema.

7. Growing health awareness among the German population. 8. Germans love lemonade.

International Advertising 12 Rooh Afza in Germany Demographics: 1. 95% of population speaks German only. 2. 60% ofGermanys population consists of audience from age 15 to 59.

3. Majority of population of Germany is middle class.

Geographics: 1. Urban population of Germany is 74%. 2. Climate

Capitalizing on the insights:

1. Consumers are probably sick by the monotony of the drink market. According to our research: Germany either sells Cola or lemonade. We can provide them with an alternative to both these things. They might be loyal but everyone likes change once in a while.

2. Germans is the largest exporter of homeopathic medicines and they have increased health consciousness as well. Therefore, we can safely assume that Germans understand the importance of herbs and will accept the herbal benefits that Rooh Afza has to offer. We may not be able to advertise the herbs in Rooh Afza but once they read the label; consumers will get to know itsherbal qualities.

3. Their conservative life style and punctuality suggests that they definitely have the time and energy to make a drink for themselves or for their family. And they like to socialize as well so a refreshing drink like Rooh Afza will enable them to do so.

International Advertising 13 Rooh Afza in Germany 4. Germans have a rich culture and we can use that to our advantage. Apart from the above reasons; we are also aware that in Germany there is a market for products by Hamdard. Hence, we wont face any difficulty in exporting Rooh Afza to Germany and the company name (Hamdard) will add to the brand equity of Rooh Afza in Germany.

International Advertising 14 Rooh Afza in Germany

TARGET AUDIENCE
Gender:
We will target females only because as mentioned above; Germans are conservative in their life style.For centuries, a woman's role in German society was summed up by the three words: Kinder, Kche, Kirche(children, kitchenand church). Throughout the twentieth century, however, women have gradually won victories in their quest for equal rights. Despite significant gains, discrimination remains in united Germany. Women are noticeably absent in the top tiers of German businesses. They only hold 9.2% of jobs in Germany's upper and middle management positions. Grocery shopping is mainly done by females only and they are the decision-makers as far as house hold items are concerned. Therefore, well target the segment that will play an active role in purchasing and using Rooh Afza.

Age:
We will target the age group from age 15 59. Firstly, they form 60% of the total population of Germany and secondly theyre the people who can make a Rooh Afza (open the bottle and mix it in water) and who would be more attracted towards Rooh Afza because of its herbal qualities. We cant expect a 10 year old to get on a stool take Rooh Afza from a cabinet, open the tight cap and mix the right amount of sharbat with water. So, well target people who can actually make Rooh Afza themselves because they will be more tempted to pick up Rooh Afza bottle from a shelf than a person who had trouble making the drink. The most important reason for choosing this age group is that audience between the age group 15-59 is fully aware of what is going on around them and they would acknowledge the benefits that Rooh Afza, being aherbal syrup, can provide them.

Socio Economic group:

Majority of population of Germany is middle class;so we will be targeting SEC B, C and D.also, Rooh Afzas low price will facilitate its growth in the middle-class market.

International Advertising 15 Rooh Afza in Germany

Location:
We will target the urban class of Germany because they form 74% of the total population.

International Advertising 16 Rooh Afza in Germany

THE NEW POSITIONING Drink of East coming to West:

We can position Rooh Afza as drink-of-the-east-coming-to-west. Rooh Afzas tagline is mashroob-e-mashriq i.e. drink of east and we do not want Rooh Afza to lose its brand identity. Therefore, it will remain drink of east throughout our promotional campaign but we need to show its arrival and evolutioninto the western culture i.e. Germany.

IRRESISTIBLE RED:
One of the most frequent response regarding Rooh Afzas attributes, that we get from consumers, is its unique red color, hence the term irresistible red. Consumers could relate it to every other red object that they could think of even blood! Irony of the situation was that consumers related it to blood and then drank it with zeal. Red is the color of energy, of celebration and most importantly it is an attention grabber. Red played an important role in creating consumer base for Rooh Afza; it promised special attention and further emphasized on the theory of drink of east.

The Big Idea

DRINK OF EASTNOW IN WEST We dont want to lose the brand identity of Rooh Afza; hence the tagline Drink of East remains constant in every region (Pakistan, India, Germany). We just made an addition so that consumers can relate with the brand in the Western world. The big idea gives a sense of unity amongst Eastern countries and Western countries. We can not say that this is a transition, but it shows that Rooh Afza is spreading its wings.

International Advertising 17 Rooh Afza in Germany

PROMOTION MIX
We will use print and electronic media both for the promotion of Rooh Afza. It will be a 360 degree promotional campaign because brand awareness of Rooh Afza in Germany is equal to zero. Apart from the Asian community, nobody has a clue of what Rooh Afza stands for.Since, Rooh Afza is a drink and reaching the consumers taste bud is very important; well investalot on out-of-home advertising. We will design a TVC (Television Commercial) that uses German culture (since its so rich) and there will be a connection between this culture, red color and the eastern culture. We need to carry out the AIDA model through our communication; which is as follows:

I.

Grab Attention

Our campaign will start from Berlin because many Asian stores there sell Rooh Afza and Indians and Pakistanis residing in these areas will act as ambassadors. A reinforcing smile from any person plays a large role in building an image of any brand. a. Graffiti on Berlin Wall: We will start our campaign from the Berlin wall because what else can be better than to spread awarenessvia a wall which has great importance in German history. Also, many artists have painted the Berlin wall; many known and unknown artists painted on the Wall in the following years and the paintings were often painted over within hours or days. The Wall art was not protected, everybody could paint on the Wall. On the Western side of the Berlin Wall the Wall was colorful whereas the Eastern side was white or grey and it is still protected. So we will do graffiti on part of the wall which is in Wall Park.

Description of Graffiti: Our graffiti will include a bottle of Rooh Afza ina gift wrapped box because Germans lay a lot of importance on gifts and presents.Red splash of the drink would come out of the bottle and within that red splash well write a message: Message of Love from East.

International Advertising 18 Rooh Afza in Germany

b. Spreading the same message through magazines and bill boards:we will have pop-up advertisements in magazines and bill boards. The ad will be a pop-up because Germans spend approximately 10minutes of their day on magazines n we dont want our message to get lost in the clutter. This pop-up will be printed in the middle of magazine on two pages and will include monuments from east and monuments from Germany and the link between the two will be a Rooh Afza bottle. The base of bottle will be in east and its droplets will splash towards German monuments. The tagline will be printed on the bottom of the page. The same ad will be made on bill boards across Germany. c. Radio advertisement: consumption of radio by our target audience is largest. Hence, we need to design an ad for radio. We will run an ad which will run eastern music then it will gradually fuse into german music and in the end tag line (Drink of EastNow in West!!) will be announced in German language. Music is used because Germans take keen interest in music and culture and would definitely be attracted towards it.

II.

Create Interest

Once potential consumers are aware of Rooh Afza; we need to try and make them form a perception and image regarding Rooh Afza. a. The Introductory TVC: The ad will be a popup alike. It will include 3d animation of Eastern monuments. These monuments are not necessarily from Pakistan but in all from the world of East. This will include background music from the east. Suddenly there is a pause and 3d animation of monuments from the West appear on screen with a Western music and lights. Music and art is given a lot of importance in German culture and in media, graphics and animations hold value. In this case, we wanted to include the elements of culture and media both in television advertising. Because this will be an introduction advertisement meaning this will be the first ad of the campaign on television, it will be: Shorter in length than other following ads. Approximately fifteen seconds or less

International Advertising 19 Rooh Afza in Germany It will highlight the product and its message Because Rooh Afza is a drink of east being introduced in the west , hence the ad will show this transition Tagline: The actual tagline of RoohAfza is Drink of East, but in order to blend it with the western culture, the tagline needs to have some sense of West in it. So the tag line will transform this way: Drink of East

Drink of Est( the word East will dissolve in the word West)

Drink of West

III.

Instigate Desire

Desire will be created by conducting free sampling and placing a special advertorial in cooking magazines. a. Magazine advertorial: in this advertorial we will inform the reader of the different ways Rooh Afza can be consumed. Mostly, females read cooking magazines and taking into account Germanys conservative lifestyle, they will be the ones who can use Rooh Afza in different desserts, etc.

b. The second TVC: This ad will be in relation to the various usages of RoohAfza. I cannot only be used as a drink but also as a topping for deserts. Yet again, there will be no use of models or any opinion leaders, the screen will have 3d photographs of the dishes that can be made with Rooh Afza with Western music and colorful background.

b. Theatrical Play of Folk Tales: Pakistani folk tales like Heer-Ranjha, Laila-Mujnoo and Sassi-Punno will be translated in German and well hire a theatre group to do these plays

International Advertising 20 Rooh Afza in Germany on Rooh Afzas behalf. These plays will enable us to do product placement. This means we will use Rooh Afza during the play instead of any other drink. For example, during Laila-Mujnoo when Laila eats a poisoned laddoo given to her by her uncle; instead of a laddoo we will use Rooh Afza. We will also distribute Rooh Afza amongst the audience and make them customized drinks during breaks. This activity will inform them about the many different ways they can use Rooh Afza.

IV.

Call to Action:
Free Sampling: We will do free sampling of Rooh Afza in areas where we can find large percentage of our target audience. These areas will include parks and festivals such as: i. ii. iii. iv. Love Parade (July) Music, party and dance Hamburg Harbor Birthday Festival (May) family, street parade and maritime. International Tango Festival (September)- Tango dance and music. Opernpatz Fest (June) - performing art, food and drink and family time.

This will create a desire amongst our potential consumers and it will also act as call to action because Rooh Afza bottles will be available on carts which will move around with sampling people; if targeted people feel like buying Rooh Afza they can do that.

International Advertising 21 Rooh Afza in Germany

RECCOMENDATIONS
We, being advertisers cannot modify the product but seeing the psychographics and market of Germany; wed like to give a few recommendations to Hamdard Dawakhana. To ensure successful launch Rooh Afza should undergo following changes: 1. First of all, we need to modify the cap of the bottle. Instead f being metal in nature it should be plastic and it should flip open (like Hersheys chocolate syrup). This modification is necessary because Germans covet cleanliness and the metallic cap of Rooh Afza often gets sticky and once open, doesnt seal properly. 2. Secondly, quantity of lemon extract should be increased because Germans love the zing of lemon. The point of difference of Rooh Afza (rose and herbal flavor) should remain but the consumers shouldnt be totally deprived of the lemon flavor which they love.

3. The label of Rooh Afza should definitely undergo a modification. Instead of Urdu it should be in German or English because 95% of population prefers German only. If the label remains in Urdu only; consumers wont be able to understand and acknowledge the herbal ingredients (that result in benefits) in Rooh Afza.