Presented by: Muhammad Waseem Khatri (0345-3527388

INTRODUCTION
Rooh Afza - The Mashroob e Mashriq (syrup of the East) was first introduced by its inventor and founder of Hamdard Laboratories, Hakeem Abdul Majeed, in 1907. In Pakistan it has been introduced by Hakeem Mohammad Saeen in 1948 (Hamdard Labrotories (waqf) Pakistan.

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
Jam-e-Shireen. Shezan Squash. Tops Squash. Mitchelles Squash

INDIRECT
Energile Glucose D Frost. Nestle. Tang. Coke drinks. Limopani Other juices and Drinks.

Nauras

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 its 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.)

MARKETING MIX

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

MARKETING MIX

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
800 ml. Pet Bottle

Price
Rs.110/-

1500 ml. Pet Bottle

Sachet

Rs.215/Rs.10/-

MARKETING MIX

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

MARKETING MIX

PROMOTION
PROMOTIONAL APPEAL Promotional appeal highlights main product benefits. - Mashroob-e-Mashriq Rooh Afza - Piyoo Thandda Thandda Bolo Mittha Mittha - Rahat-e-Jaan . Rooh Afza EVENT PROMOTION - Sponsoring events in School/Colleges/Universities - Sponsoring Concerts

SWOT ANALYSIS
STRENGTHS
Blessing of Almighty Allah Popular summer drink that quenches thirst. It is madeup by natural ingredient without any side effects. It acts as a coolant and enhances resistance towards diseases. It is recommended by some doctors for weak and old people.

WEAKNESSES

A Companys 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 peoples 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 ROOH AZFA

Attitude towards the Product The attitude towards Rooh Afza is immensely positive

BRAND EXTENSION
Dispensers:
Dispenser Should be use for Rooh Afza which could be placed on some big markets and hospital of Cities of Pakistan which will provide a Glass of 250 ml of Rooh Afzaat the amount of Rs.10/-.
These dispensers of Rooh Afza has been already placed in seven big markets of New Dehli, India by Hamdard Labrotaries India

Thank You