Rooh Afza

Presented By:
Sumant Paul 09927824
Yogesh Sardana 09927825
Shrey Sharan 09927826
S. Dinesh 09927829
Ashish Rijhwani 09927910
Case Overview
• Concentrated drink made from fruit juices, flower
extracts, common vegetables and hermetic Indian
herbs.
•
• Invented by Hakeem Hafiz Abdul Majeed in the 19th
century.
•
• Marketed by the Hamdard Laboratories, one of India`s
largest health and wellness company.
•
• Maintained position in the market as a refreshing
healthy drink
•
• Stiff competition lately
•
• Therefore, it needs to undergo rebranding and
repositioning to face this competition and increase
CURRENT BRAND
POSITIONING:
• Drink has been positioned as a refreshing and thirst
quenching drink, which provides added nutritional
benefits.
• The content of its advertising themes has been constantly
changing its focus over time.
• Initially, the product was advertised as a relief from the
energy sapping summers of northern India.
• Later it used the ‘natural’ plank to differentiate itself from
the emerging fizzy drinks in the market.
• With the beginning of the 90s, the brand again moved to
‘oral re-hydration’ and started espousing its health
benefits.
• In the latter part of the decade, the freshness, or ‘taazgi’,
aspect became the central pillar for promotion with the
health and values being moved to fine print.
•
 In d u stry S tru ctu re

B e ve ra g e s

Hot Cold Alcoholic

RTD Concentrates

Liq u id
A e ra te d D rin ks
Bottled Water
Juices Funtional Drinks Tea Coffee Powdered ROOH AFZA
In d ia – S o ft D rin k s
M• India
a rkasea tcountry offers the highest
•
• 10% of the global beverage consumption, which
is the 3rd largest
•
• The market is highly seasonal in nature with
consumption varying from 25 million crates
per month during peak season to 15 million
crates during off season.
•
• The market is predominantly urban with 25 per
cent contribution from rural areas.
•
• Coca Cola and Pepsi dominate the Indian soft
Marketing Mix
Marketing Mix
Marketing Mix
Marketing Mix
Porter’s Five Forces
Competitive rivalry within the


Concentrate Industry:


•
 Concentrates ’ Segment

C A G R =3 . 9 %

Forecasted
Threat of Substitutes:
 Bargaining Power of Consumers:



SWOT
 SWOT
Opportunities Threats

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Critical Issues
• Not ready to drink - Due to this the consumption is
limited. It cannot be consumed outdoors.
•
• Sweetness - amount to syrup used can well be adjusted to
modulate the level of sweetness.
•
• Not modern - possesses a household image.
•
• Low awareness of the health benefits – people are not
much aware of the health benefits of the drink.
•
 STP Analysis – RTD
Market Target market Segments Target Segments
Beverages Thirst Quenching Based on Customers: Health Conscious
Drinks Place of Consumption: Indoor/ Outdoors consumers with
Attitude towards Health: Highly health preference for
conscious vs. Low awareness indoor and
outdoor
consumption

Based on Products: Herbal/Medicinal

Cola based and other Soft drinks drinks
Squashes and other fruit extracts

Herbal/Medicinal drinks

Energy drinks (Gatorade/Red Bull etc.)

Drinks like Glucon-D, Glucovita etc.

STP - Positioning
Marketing Mix - RTD
Marketing Mix - RTD

Capacity of Total price of plastic bottle

concentrate RoohAfza concentrated cost (incl distr.
bottle (in Rs) Cost)
750 7500 90 2
RTD Price    

capacity (in Rs)

(in ml)
300 6    

500 8    

1000 14    
Marketing Mix - RTD
Marketing Mix - RTD
Thank You !!