Rooh Afza

The Exordium

“In the Name of Allah the Compassionate the Merciful”

Praise to Allah,

Lord of the creation,

The Compassionate,

The Merciful,

The King of the judgment day! You alone.

We pray, and to you alone.

We pray for help, guide us to straight path, the path

of those whom you have favored, not neither of
those who have incurred your wrath, nor of those
who gone astray.

Al-Quran.

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 Rooh Afza

Acknowledgement

One of the most pleasant parts of writing a report or any presentation is the
opportunity to thank those who have contributed to your efforts. Unfortunately, the list of
expressions of thanks – no matter how extensive – is always incomplete and inadequate.
This acknowledgment is no exceptions.

First of all we are thankful to Almighty Allah who gave us the courage to
complete this task and to our resource person Mr. Mobin-ul-Haque who stood behind us
whenever we need his guidance and support. His unflagging patience and outstanding
capacity work made this report possible.

We also admire the efforts of our other teachers and advisors and all other people
who help us in this report. And yes there are many others whom we are not able to
mention the names but we really appreciate the cooperation and help provided by them.
We will remember you all.

Thanks.

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 Rooh Afza

Introduction:
Rooh Afza was introduced in 1907, and was included in the first list
of drugs of Hamdard in 1908. The qualities attributed to it at that time were mainly
medicinal.

Hakeem Abdul Majeed, the founder of Hamdard India's leading organization devoted to
the 'Unani' System of Medicine was led to this formula by his intuitive faculty. No other
formula could surpass it in quality, range and efficacy in those days. The almost 90 year
old history of Rooh Afza is also a pointer to the fact that no better formula has yet been
evolved.

The matchless qualities and merits of Rooh Afza soon brought it to the notice of the
people. By its distinctive taste, fragrance and colour it began not only to attract the
common people, but also inspired the writers and poets to make it a theme of their
creative efforts.

The Name 'Rooh Afza:

It has not been found out yet how the founder of Hamdard
came upon the name 'Rooh Afza'. Some think that this name is the product of his mind.
Others express the view that it came from some book of ancient myths and legends. Of
such books, one is very famous; the 'Masnavi Gulzar-e-Nasim' which was first published
around 1254 Hijri. In this book, the name of a character is 'Rooh Afza' who, according to
the writer, was the daughter of Muzaffar Shah, the King of Firdaus (Heaven).
'Rooh Afza' was also the name of a weekly, which used to be published from Jaunpur in
1882.

Rooh Afza (The First Processor):

Hakeem Ustad Hasan Khan, the first processor of
Rooh Afza, was a resident of Saharanpur in the state of Uttar Pradesh, but he had come to
stay in Delhi for a very long time. He now lives in Karachi and is, at the age of over a
hundred years, the custodian of the history of Rooh Afza. Going over the pages of his

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diaries, he recalls the past. The early stages of the preparation of Rooh Afza are still vivid
before him.

Identifying need:
Rooh Afza satisfies thrust need of the consumers. As there are number
of homogeneous and brand products to satisfy thrust need of the consumer so Rooh Afza
faces a lot of competition.

What makes Rooh Afza so good?

In 1907, there were syrups of individual fruits or
purely herbal syrups or syrups made with juices of sweet-smelling flowers such as Rose
and 'Keora'. The founder of Hamdard managed to integrate all these three categories in
the formula of Rooh Afza in a very striking manner. He chose from among the drugs
Khurfa Seeds, Kasni, Munaqqa, Nilofar, Gaozaban, Hara Dhania etc., which possessed
wholly medicinal properties and from among the fruits his discerning eyes fell on orange,
pineapple, carrot and watermelon, which contained higher medicinal qualities. He
displayed a novelty by including in his formula some vegetables such as palak, podina
and hara ghia. Besides Rose and Keora, the traditional flowers of the time, the use of
flowers of juicy fruits like lemon and orange, roots like 'khas' with subtle aroma, sweet-
smelling woods like sandal can be described as providential selectivity.

Rooh Afza in a nutshell:

When we keep in mind the many qualities of Rooh Afza's
ingredients, described above; it is easy to understand why it has been found to be an
exceptionally appropriate summer drink. One that can be depended on to keep body water
in balance. But apart from this, Rooh Afza has many more beneficial and nutritional
qualities, the important ones of which are:

Rooh Afza as nutrient:

In the form of invert sugar, glucose and fructose.

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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 acts on the central nervous system and the rest of the body.

When to use Rooh Afza

To protect and treat To maintain
Dehydration (water loss) Nutritional status of the body
Heat Exhaustion Proper functioning of the heart
Heat stroke .
To treat To keep
Fever due to Fresh
heat exposure Active
Vomiting Energetic
Diarrhoea .
Stomach ache
Besides the cooling, refreshing and rejuvenating properties, Rooh Afza is noteworthy for
its all natural list of ingredients.
Ingredients of Rooh Afza:
It contains individual pure syrups of fruits (orange,
pineapple, carrot and watermelon) flowers (rose, keora, orange flowers and lime
flowers) And some medicinal herbs like khurfa seeds, kasni, munaqqa, chharrhila,
nilofar, gaozaban, hara dhania etc. and even some vegetable extracts ( palak, pudina,
hara ghia ) roots ( khus ) plus sandalwood

Rooh Afza is an exceptionally appropriate summer drink. Besides cooling, refreshing,

with a Great Taste, it is also therapeutic and nutritional, maintains and adjusts the body’s
water and electrolyte balance, stimulates the function of liver and kidney, checks

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vomiting, diarrhea, and indigestion.

Besides a glass in the sweltering summer also helps keep one active and energetic.

Rooh Afza over other drinks:

It is indeed sad to note that the product has shown a
decline in its sales figures over the years. The reasons could be manifold. Unfortunately,
Rooh Afza is not favored by many due to:

Colour: not everyone likes a red coluored drink. I have no hassles, however.

Sweetness: Some dislike Rooh Afza because of its sweetness. As it is mostly made of
rose petals and fruit juices one cannot expect it to have a tangy flavor, but a few drops of
lime juice in the glass of Rooh Afza leads to the perfect balance. Also the amount to
syrup used can well be adjusted to modulate the level of sweetness.

Not modern: The above non-issues apart, the drink is considered ‘not modern’ and
possesses a ‘fuddy duddy’ household image that no ‘trendy’ youngster would touch with
a barge pole.

It is indeed a pity that Rooh Afza seems to have lost out to brands like Tang/ Rasna
(yuck!) for in-home consumption and to those Pepsis/Cokes (tsk tsk!) and Frooti
(eeyaarghh!!!) for outdoor consumption.

These have stolen a march over Rooh Afza over planks of coolness and youth. (The
world gets more pretentious every year)

Indoor consumption only: I guess what also works against Rooh Afza is that it cannot be
consumed outdoors. It hasn’t any ready to drink aspect and thus bottled, canned, tetra
packed aerated drinks score.
One just can’t have a glass of Rooh Afza on an impulse, in the sweltering heat whilst
outdoors, a time when you require it the most.

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When you can’t beat them joins them:

Aggressive marketing strategy was chalked out
for Rooh Afza last year. The TV ad-campaign had a group of young boys and girls
partying on a beach, an attempt to reposition Rooh Afza as ‘a modern cool drink with
natural properties’ for the youth.
This shift is indeed quite radical, but they couldn’t avoid it for long as almost all cold
drinks are targeting youth with new mantras of being cool – ‘Yehi hai right choice’,
‘Thanda matlab’, ‘Do the Dew’. (Let me laugh, but more laughable is the fact that people
actually even follow the ads’ instructions)

Rooh Afza has always been one of its kinds:

There has been me-too competition for Rooh
Afza as there are many products like it in the market as they are having good name in the
market as well but they are very much same like Rooh Afza in taste colour sizes and
packaging.

All time’s favorite product:

Why we call it healthy is because Rooh Afza has been
scientifically documented. Rooh Afza also is good in cold milk, soda, as ice cream
topping, as an additive in puddings, soufflés, and some select cocktails too. A 800ml
bottle of the syrup is available for Rs. 80/-
It is the preferred drink for health conscious folks like me who believe in natural
goodness. I do not want to drink colas or those synthetic powders/squashes with alleged
fruit content etc.

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Mission Statement
 To preserve & promote eastern system of Medicine,
 To establish the principles of pharmacy, its furtherance &
standardization,
 To teach & publicize the principles of health, hygiene &
medical sciences,
 And through these, to serve the people selflessly.

PEST Analysis

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Political Environment:
Investor does not show interest to invest here because the
political environment is not stable and there is no democracy. They see the history of
democracy and they conclude that, in 59 years history of Pakistan independence only 22
years were democratic government and remaining were under army. Stability of the
government reflects the overseas investment but in past Pakistan government was not
stable but first time national assembly has got stability for five years so it is good sign for
investing activity. Government has given return and shows the politeness in its rules and
regulation of import & export and has given free hand to industrialist to invest here.
Government of Pakistan is also giving the legal safety to investor and encouraging policy
for investor.

So in the end we can conclude that these political & legal factors reflect very bad effect
on investors and discourage them to invest here. Some policies are good but can’t success
whenever we don’t have political stability in Pakistan reflect from the past.

Economic Environment:
Economic environment is a most critical environment for any
industry. In this regard we consider the government rules and regulation because
economic policies encourage and help to take a decision for an industrialist that he should
invest or he shouldn’t invest in this country. So if we analyze Pakistan’s economy in the
our economy is growing and if we see the GDP of Pakistan, it is growing from last five
years but negative point is this that inflation is also growing rapidly which is not a good
sign for our economy. For investment purpose Pakistan’s economy is not impressive
because inflation rate is very high so we can say economic environment is very risky in
Pakistan.

Social Environment:

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After considering the government rules and regulations an investor

analyzes the social environment of a country because it gives a good idea about their
product sale in a particular country. Pakistan has very different sort of culture, there are
many languages are being speak here and basically it is an Islamic country and 97% are
Muslims. Up to 40% people adopt new fashion and changes in industry. If we see
Pakistani culture in the light of red syrup industry then we will see now 60% people are
health conscious and they want pure and hygienic natural things.

Technological Environment:
Today’s era technology can play a back born role for any
industry and if any one do not implement those changes that are occurring in the industry
then we can simply say that it would not survive and will get end very soon. Pakistan
social trend has changed and people also want fully quality product. If we take our
beverage industry there are so many technologies involve in it and consumers here want
hygienic products which are fully processed and it can not be possible without
technology.
Our government is encouraging technology competition in local market. E-Commerce is
growing up and people buy their favorite product online and Government establish a
Hardware Development Fund (HDF) to finance IT hardware related R&D and
manufacturing activities.

Porter’s five Forces of “RED

SYRUP” industry in
Pakistan 10
 Rooh Afza

New Market Entrants:

 Growth market.
 Few competitors
 Huge capital requires.
 High marketing, distribution cost
 Switching cost is high.
 Easy access to in put.
 No limitations by government.
Buyer Power:
Supplier Power:
 No of
 Large no. of substitutes are
supplier in Competitive Rivalry: available in
market. market.
 Inputs have no  Among few firms  Large no of
substitutes.  Produce nearly same products buyer
 No Threat of with little difference of taste.  Very low
forward  Slow industry growth. Switching cost.
integration.  High buyer
 Switching cost power.
is high.  Buyer have No
 Supplier power capability of
is low in red Substitutes: back wards
syrup industry. integration.
 Large no. of substitutes
 Low Switching cost of buyer
towards substitutes.

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Porter analysis of “RED SYRUP” industry in Pakistan

New Market Entrants:

Growth market:
Growth in this industry is not in rapid speed and if there is some
growth in Pakistan it’s due to its tradition, living style of people and hot environment.
So there are opportunities available for the newcomer who wants to start this
business.

Major competitors:
Disadvantage for a newcomer is that there are some major
competitors in the market who have huge share in market of Pakistan like hamdard
and Qurshi. So it will be a very hard job to compete them and get a market share. No
doubt it will be a strategic war of market share for them.

Capital requirements:
Setting up business nation wide will require huge amount of
capital because its plant & factory, offices at different location, your staff, distribution
channel, and advertisement will charge a huge amount of capital. its will be difficult
to start business with less amount of capital if we will do that then we will not be able
to have market share in industry.

Marketing, distribution cost:

In start to make a brand name in market of red drink
industry it will consume a huge amount of advertisement and to sell your product at
different locations in Pakistan it will also consume a huge amount of distribution cost.

Experience and learning:

New comer should have knowledge about this industry ups
and down of that industry then he will be able to do business success fully.

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Switching cost:
Switching cost of changing the business is very high because your
plants and other thing assets will not be easily sold when you will want and at the
time of shutting down you will have to face a lot of loss.

Access to in put:
New comer will not face problems regarding inputs because there
are number of suppliers of herbal raw material are available in market.

Government policies:
There are no limitations by the government for a person who
want to setup business of red drink in Pakistan just he has to get a license or register
his firm it will be in his favour if he want to do business at national and international
level.

Supplier Power

Number of suppliers:
A lot of suppliers are available in market so there is no any
problem to get the inputs and no need to import the inputs from any other market.

Substitutes of in puts:
Because in red syrup uses herbal products so there are no any
substitutes are available in market of natural herbal products.

Threat of forward integration:

Supply have less power of bargaining because they
have no capability for forward integration, means they are not able to produce it self
red syrup and not able to sell it in market of Pakistan in large quantity.

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Switching cost of supplier:

Because in market very little amount of buyer are present
so they can never bargain them and can never easily switch to the other buyer.

Overall Supplier power:

Suppliers have low bargaining power.

Buyer Power

Substitutes in market:
A lot of substitutes are available in the market so numbers of
choices are available in the market, buyer can switch easily to any other substitutes.

Number of buyer:
Huge amount of buyer are available in the market.

Switching cost of buyer:

Switching cost of buyer is very low red syrup to any other
substitutes.

Back wards integration:

Buyer have no capability to backward integration means a
lot of buyer are available in the market of red syrup industry in Pakistan but they have
no capability to produce it self red syrup easily.

Overall Buyer power:

Huge amount of buyer are available in the market, and no of
substitutes are also available and switching cost of buyer are very low so overall
buyer are powerful.

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 Rooh Afza

Competitive Rivalry:

Major market share:

3-4 firms have captured a huge amount of share in red syrup
market like Hamdard, Qarshi, Norus, and Marhaba.

According to sale of 2006:

Rooh Afza 47%
Jame-e-Shirin 42%
Marhaba 4%
Nurus 6%
Others 3%

Market Share of Red Syrup In Pakistan

6% 4% %
3

Rooh Afza
42% 45%
Jam-e-Shirin
Norus
Marhaba
others

So in this chart we can see that Rooh Afza and Jam-e-shirin has the main share of Red
Syrup industry and these are the main competitors but Norus has also good share but not
a big competitor of Rooh Afza.

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 Rooh Afza

Same products:
Competitors in the red syrup industry produce nearly same product with
the little difference of taste.
Slow industry growth:
Industry growth rate is 3-4% annually its show that it’s a very
slow growth rate.

Substitutes:

No. of substitutes:
A huge amount of substitutes of red syrup are available in the market
due to which customers have a no of option during purchasing and so customer is in
power.

Switching cost of buyer:

Due to the availability of no of substitutes in market switching
cost of buyer are very low.

Rooh Afza Strategies

Existing Strategies:
Hamdard industry has developed the following strategies to promote
its products and increasing the profitability. By using these strategies hamdard is now
able to compete with its competitors.

Selected Product:
 Rooh Afza 800 ml
 Rooh Afza 1.5 litter
 Rooh Afza 3 litter

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Competitors’ Products

 Jam-e-shirin
 Marhaba
 Norus
 Squashes
 Shezan and Nestle juices

Strategic Group Map

A strategic group map displays different competitive positions that rival firms
occupy.

RIVAL FIRMS

A Strategic Group
Consists of those rival firms with similar competitive approaches
and positions in an industry. Rooh Afza and Jam-e-Shirin comes in same strategic group
with more than competitive characteristics in common like sell in same price/quality
range, cover same geographic areas, have comparable product line breadth, emphasize
same types of distribution channels, offer buyers similar services, use identical
technological approaches.

The closer strategic groups are on map, the stronger the competitive rivalry among
member firms tends to be.

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STRATEGIC GROUP MAP:

VARIABLES

 Segment
 Product

Map explanation:
In above map there are two variables Segment and Product.
Low income:
We can see in the map that low income level people use open beverages
more and after that none branded packed beverage, but the percentage of branded packed
beverage is very low (Rooh Afza and Jam-e-Shirin).

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 Rooh Afza

Middle income:
In the above map the middle income level people use branded packed
beverage (Rooh Afza Jam-e- and). The percentage of imported juices and nestle juices is
very low.

High income:
High income level people uses imported juices more. And the percentage
of branded packed red syrups is very low.

STRATEGIC GROUP MAP

VARIABLES

 Sales
 Product

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Map explanation:
In the above map there are two variables sales and product.

We can conclude from above map that the sales of open beverages and none branded
packed beverages are very low. Secondly the sales of branded packed red beverages are
medium. And thirdly the sales of other imported juices in the market are very high as
compare to last two categories of product/beverages.

Segments of Rooh Afza

In this portion of project we will discuss that how many segments Hamdard is serving
for its product Rooh Afza and what strategy they are using for these segments.

Market segmentation:
The commonly used basis for segmenting the consumer market may
be grouped in following categories, which are selected by the Hamdard for its product
Rooh Afza as well:

Geographic Segmentation:
Hamdard Rooh Afza consumption is related with the
geographic as well as economic conditions of a place. Red syrup is demanded in every
area of Punjab, Sindh, Balochistan & NWFP. The cultural distribution can be stated as
renew and regional distribution will be divided into Urban, Sub Urban, Ex Urban, and
Rural. The climate of Pakistan is steamy, we have long distance of summer that starts
from March and ends in October. So, the demand for Rooh Afza is high in summer.

Demographic Segmentation:
Age: People from all age groups
Sex: Both Male & Female
Occupation: People from all walks of life

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Income: Rs. 10,000/- and above

Religion: every religion

Psychographics Segmentation:
The social class, which is included in the target group of
Rooh Afza (Red syrup), is consumer from lower upper class and middle class. They will
buy this product because of their social set up and price of the product. The consumer has
large range of personalities from dynamic to interesting. From self confident to extra
vested, from risk-taking to social able. The personality of a person makes a lot of
difference in buying power.

The lifestyle of consumer varies from flashy, broadminded modern to dull traditional and
backward. It is a very important factor which very much influences the buying pattern of
the consumer. People will be mostly influenced by high quality, healthful richness and
branding of product.

Behavioral Segmentation:
The customer expects high quality in a new product to shift
from existing one. Red Syrup (Rooh Afza etc) is pure and 100% natural drink, which
creates loyalty and consumers normally don’t shift from this product. Rooh Afza is
available in different sizes plastic bottles and suitable for consumers that they can use it
any time at home with out any expiry date. It is very regularly consumed product so its
usage rate is very high in summer and especially in the month of holly RAMZAN.

Benefit Segmentation:
The people group (old age) more receptive for healthy lifestyle
and wanting mild fragrance of drink are more attracted and benefited by Rooh Afza.
Because in old age people don’t like Pepsi, coca cola etc due to injurious impact on their
health and some times doctors strongly recommend to old age people that they should use
natural and pure drinks like Rooh Afza because it has no side effects on health.

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Target Market:
A target market is defined as a group of customers (people or
organization) at whom seller specifically intends to aim its marketing efforts. For this
purpose company must analyze three components:
 Consumer
 Buying Power
 Social and psychological factors influencing buying patterns

With the increase in literacy rate, awareness about health and physical fitness is cutting
across our society. This means Red Syrup industry has market in each age group of
society. Due to increased industrialization the income and the life standards are
improving. But the new generation is becoming modern and their life style is totally
change and they like Pepsi and coca cola rather than Red syrups.

The main uses of Red syrup (Rooh Afza) are:

 Health and fitness
 Refreshment and entertainment

On the basis of above information Hamdard Industry adopted differentiated

Marketing Strategy for different drinks like Sundel Syrup, Ilachi Syrup, Almond Syrup
etc and about 200 medicated products. Natural resources are not limited and Hamdard
industry can introduce different flavors for different segments of the market and different
marketing programs for each segment.

Segmentation Strategy:
Hamdard industry is targeting all above-mentioned Segments
and they have developed multiple strategies for a single product Rooh Afza because each
& every target segment is getting benefit from this single product (Rooh afza) like:

 Females are more conscious about their health & fitness and also for their kids
and whole family.

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 Rooh Afza

 Teachers also convince students for selecting delicious, energy & natural drink
full of fun like Rooh Afza
 Doctors prescribing natural herbal drinks to Women, Children and Old age
people. Mostly children are getting benefits from Rooh Afza because sometimes
children don’t drink milk and mothers prepare Rooh Afza by mixing milk in it
and children drink more than average. It’s a strategy of Hamdard Rooh Afza for
targeting children segment. And more over Hamdard industry prepared Rooh
Afza in a way that each and every segment is getting benefit from it.

PRODUCT

Product line:
Rooh Afza is available in single flavor but the Hamdard industry has broad
range of Product line. All the products are made from 100 % natural ingredients with no
artificial flavors. Products of Hamdard are safe and have no side effects on health.

Hamdard Industry’s Products:

 Rooh Afza  Habb-ul-Misk-93
 Hamdard Ghutti  Exports
 Hamdard Herbal Ointment  Neo-Carmina
 Hamdard Honey  Sualin Inhaler
 Ispaghol  Somina
 Joshanda  Ma'jun Arad Khurma
 Joshina  Laooq Sapistan
 Khamira Gaozaban  Jigarine
 Khamira Hamdard  Jawarish Kamuni
 Laboob-e-Kabir  Ma'jun Filasfa
 Qulzum  Masturin
 Safi  Neo-Carmina
 Sualin  Tunsukh
 Sharbat Faulad  Qulzum

Some common products by Hamdard.

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PRODUCT STRATEGY

BRAND NAME:
Brand name is “Rooh Afza”.
QUALITY:
Demanding businesses require quality, efficient and cost effective to
protect and taking excellent environment. So hamdard Industry is responsible to maintain
a standard by ISO 9001 (UK). Rooh Afza is made by natural things.

FEATURES:
There are some important features in our product Rooh Afza, which
compete in the market place against existing company.

 Rooh Afza has capacity to store it for a longer period of time, which creates a
differentiated strategy against other drinks in market.

 Rooh Afza is 100% pure drink without any chemicals or artificial flavors.

 You can add water to prepare Rooh Afza or milk to enjoy the different flavor
especially for children.

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 Rooh Afza

 Use Rooh Afza to reduce thrust & feel refreshment.

SIZE:
Rooh Afza is an excellent source of refreshment; it is available in following attractive
sizes and packing:

 800 ml Rooh Afza

 1.5 Litter Rooh Afza
 3 Litter Rooh Afza

DESIGN & PACKING:

Rooh Afza is available in different shapes of plastic bottles.
Packaging is essential aspect of product. It serves as the quiet “Representative” on the
shelf.

Benefits:
Benefits of the product are:

 Consumer can use it for a longer period of time.

 Easy to make.
 Consumer can prepare Rooh Afza Drinks by adding water or milk or can put it
into ice then lassi too.

Pricing Strategy

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Price is the value of a product expressed in the terms of money and any other monetary
medium of exchange. The price of a product is major determinant of the market demand
for the item. Price effects the firm’s competitive position and its share of the market. As a
result, price has a considerable manner on the company’s revenue and net profit. Price of
Rooh Afza is determined through these evaluations.

Product Demand:
To estimate the market likely of Rooh Afza, Hamdard industry exercise
two methods:
 Direct Derivation Method
 Survey of Buyers Intention

This survey revealed that the people of Pakistan are quite dynamic in their tastes, quality,
preferences and also health conscious. They always welcome new changes open heartily
and if that change is good in quality and other features, they do adopt it. But the Rooh
Afza creates loyalty, and customers usually don’t switch from it and prices are stable in
both season summer & winter.

Target Market Share:

The market share targeted by Hamdard for Rooh Afza is a major
factor to consider in determining the price of Rooh Afza. While estimating the demand
Hamdard Industry keeps its production capacity in mind as a major factor. Hamdard
Industry is targeting middle and lower income group as its market and determine its price
according to their buying power and their way of buying.

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PROMOTION STRATEGY

Promotion activities mean to communicate with the potential customers. Promotional mix
is an important program of the Hamdard Industry, which is combination of Personal
selling, advertisement, Sales promotion, publicity and public relations. Advertising
message should be based on positioning statement. The message should be attractive,
appealing and persuasive. So, advertising agency must compare all factors for successful
promotional plan for Rooh Afza. Keeping in mind the promotional budget, advertisement
is recommended as:

 Hamdard industry advertises its product Rooh Afza in all newspapers and
monthly family magazine to aware the product to people.
 Adds in Television, Radio and through Billboards

Advertising:
Hamdard industry advertises its product Rooh Afza through Television Ad,
Banners, Posters, Billboard, Newspaper Ad, and Hamdard Products Magazine.

Public relations:
Hamdard Industry has a lot of retailers, wholesalers and distributors in
the different cities that have strong communication and relation with public. They
provide some useful information about Hamdard product with sympathetic attitude and
emotional feelings such as “This product is 100% pure and is prepared with herbal
natural ingredients for your needs and it is only Pakistani product to compete other
countries’ product”.

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Sales Force:
Hamdard Industry is expanding the advertisement range from different style
or types in the different category of shops day by day. So customers thinking will be
bound to purchase Rooh Afza because of high-class advertisement and coverage.

Sales promotion:
Hamdard industry also promotes its product Rooh Afza by sales
promotion, like Hamdard industry gives more Incentives/Profit Margin to retailers. By
adopting all these strategies Hamdard industry promote its product Rooh Afza in a well
manner.

Positioning:
Natural & Pure Syrup <<<>>> As Pure As Nature
It is very important that how can marketers position their products, their distribution
channels, their technologies, even their company’s corporate identity? Positioning is the
process of achieving a desired place in the mind of target market.
Rooh Afza positioning approach is by product attributes, benefits, usage occasions, away
from competitors, and product classes:

Product Attributes:
The characteristics of Rooh Afza are as follow:

 Hallal
 100 % Pure
 Herbal Natural Ingredients used to prepare it
 No side effects on health

Product Benefits:
Benefits of Rooh Afza are different for different class of users like:

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Positioning for Youngsters:

 Its fun preparing drink, refreshing, and with everlasting natural taste.
 Be bright and strong with healthy and tasty Rooh Afza.

Positioning for Families:

 Rooh Afza is full of nutritious contents is best Syrup for every one in the family.
 The females which are very much keen in giving their families with healthy and
hygienic products for the surety of health of her love ones.
 For Guests using Rooh Afza is the best drink to provide a natural flavor with
hundred percent freshness in taste and fragrance.

Positioning for kids:

 Healthy products are necessary for Good Life.

 Add Milk to prepare a beneficial Rooh Afza drink (full of vitamins) for your kids
and see your kids more healthy.
 Kids love pure drinks because it is fresh and naturally tasty and will bring a smile
to your child’s face with every glass.
 Rooh Afza is the best drink for newly born children because there is no injurious
impacts on their health after drink it.

Usage Occasions:

When to use Rooh Afza:

 Use Rooh Afza to reduce thirst or feel refreshment in hot weather.

 Use Rooh Afza in the month of Ramadan to reduce thirst or feel healthiness.
 Use Rooh Afza to serve your guests.

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 Rooh Afza

How to use Rooh Afza:

Pour 25 ml Rooh Afza concentrates into one glass (225 ml) of
chilled water or milk and shakes well. Rooh Afza can be taken at any time of the day or
night when desired, mixed with water, milk or thinned curds so as to suit your taste. One
bottle (800 ml) of Rooh Afza is enough to prepare 32 servings.

Distribution Strategy

Channels:
Hamdard Industry is improving day by day quickly the range of channels
in the different area in the advance level through a large number of distributors, and
retailers.

Producer----------distributors-----------Retailer-----------Consumer

Hamdard Industry uses this channel for distribution of Rooh Afza. Since the timely
distribution is the basic requirement to promote sales and have confidence of retailers,
one department concentrates on following:

 Monitoring Staff of distribution department.

 Designing goals and objectives of department.
 Maintaining communication with the retailers.
 Feed back of retailer’s complaints about the price, quality and distribution.
 Reviewing Rooh Afza in shelves and racks of stores and observing consumer
response.

Coverage:

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Hamdard have advance range of advertisement in the different areas as visual

Live or recorded Coverage such as Television, News paper, bill boards and online in the
website www.hamdard.com.pk
You can see all the information about product details individually in Home Page.

Locations:
Hamdard industry’s main focus areas and locations are:

Rooh Afza is available in all other major cities of Pakistan.

Delivery Medium:
Different types of transports are available for services of the
distributors. Because Hamdard industry wants to provide product to customers fresh and
full of taste.

Production Strategy of Hamdard Industry:

Hamdard Industry adopts the following
Production strategy for Rooh Afza:

Demand for Rooh Afza:

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 Rooh Afza

The demand of Rooh Afza is just because of its characteristics

as such Tasty, refreshing and energetic drink. Not a single drop of water is used during its
preparations. It is prepared from pure distillates (Araqiyat). Rooh Afza satisfies thirst and
is wholeheartedly refreshing. Its usefulness remains the same in all seasons.

Production Strategy

To know the production strategy of Hamdard Rooh Afza we interviewed the

production manager of Hamdard Rooh Afza and get the following results:

Production Season:
Hamdard Industry production consist of 10 months only, starting
from February till the end of November. Hamdard industry doesn’t produce Rooh Afza in
the months of January and December. January and December both are the off period
that’s why they don’t produce in these months and fulfill the demand in these two months
from the stored material.

Production Capacity:
The beverage production plant of Hamdard has capacity to produce
about 25 thousand tons material daily and they produce on daily basis.

Production of Rooh Afza:

Hamdard industry produces about 15 thousand bottle of Rooh
Afza on daily basis.

Effect of WTO on beverage Industry

For the drinks industry, the World Trade Organization (WTO) has always been
something of a mixed blessing. To be sure, its goal of cutting restrictive import
quotas, reducing tariffs and harmonizing consumer health rules have generally been
welcomed, but the slightly shabby truth is that the drinks industry has always been
protected to some degree. In Europe especially, with its complex appellation systems

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and regulations on oenological practices, support for simple free trade in drinks is far
from universal.

Competitors Strategies
Our main competitor is Jam-e-shirin, its one of the main strategies are heavy
advertisement and to create a good positioning in the mind of the consumer. They are
very keen in promoting their brand image and selling their products. Now they are
targeting the markets out of Pakistan to capture them as much as they can. This surely
will increase the horizon of Qurshi. Product line of the Qurshi on the other hand has been
promoted with the slogan of being pure and hygienic. The brands out side of Pakistan are
also trying to enter this business.

Our Response:
We are direct competitor of Jam-e-shirin as it comes as substitute and
we have been fighting with jam-e-shirin form the last number of years through
advertisement. In the beginning Rooh Afza just targeted the Asia markets but now its
getting into markets of Red Syrup drinks which needs preparation there too. They are
continuously making research to develop more n more products to maximize its product
line to compete its competitor which come with direct competition with Hamdard. As this
drink is a change in our old drink they might have to make a slight change in it. They will
also introduce new flavors in it with the passage of time to compete others substitute with
different and newer taste.

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 Rooh Afza

New entrant
One new company is trying to enter the Pakistani Red Syrup market which is Sharbat-e-
Azam from Darbur an Indian company.

New entrant Strategies:

Indian products are already in the Pakistani market and many
people are familiar with the name of Darbur through TV advertisement and the company
will also take advantage of free trade to cut down duties cost. They will try to cash on
their brand name to sell their new product.
Dabur’s Sharbat-e-Azam is a similar bottle, colour, taste, ingredients but consumers
rather went for the original. To add to the fanfare, Sharbat-e-Azam also boasted of an
exquisitely crafted television ad that went thus:-

Beautiful courtesan, Anarkali faints in Emperor Akbar’s court after a particularly

intense mujra performance. The Emperor claps and calls for Sharbat-e-Azam to be
presented. The fainted courtesan is revived with the drink and within seconds she is
mujrofying with refurbished vitality.

RoohAfza sales will not suffer any dent because of Sharbat-e-Azam. Of course, like

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 Rooh Afza

Marhaba disappeared from the shelves (not to consumers’ residences, but back to the
company warehouse) its ads also vanished before you could actually get hold of your
Senses to register disgust.

Perceptual Map of Rooh Afza

Variables:

Price: Price deals will the value of single bottle

Availability: This deals with the availability of the bottles on the shop near to the
consumers.

Attributes Rooh Afza Jam-e-Shirin Norus Marhaba Others

Price 4 4 2 2 1
Availability 5 4 4 2 3

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 Rooh Afza

5 RA

4 JS
NR

OT
1 2 3 4 5 Price

MH 2

Availability

Explanation:
Rooh Afza ranked highest in the price and availability perception map
which means that it is easily available in the markets from where the consumers can buy,
whereas Jam-e-Shirin is ranked lower than comes Norus which is not satisfactory in price
but availability is satisfactory whereas Marhaba and other red syrups under unsatisfactory
umbrella.

Variables:

Quality: means whether the product is hygienic for health and can it be consumed safely.
Brand Name: perception of people about the brand they are using is with their life style.

Attributes Rooh Afza Jam-e-Shirin Norus Marhaba Others

Quality 5 5 3 2 1
Brand Name 5 4 2 2 1

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 Rooh Afza

5 RA

4 JS

1 2 3 4 5
Quality
NR
MH 2

OT 1

Brand Name

Explanation:
Rooh Afza is highest in the quality and brand name perception map which
means that the consumers are highly satisfied with the quality of Rooh Afza and that it
has good brand image in the minds of the consumers.Whereas Jam-e-Shirin comes after
it. Norus, Marhaba and other red syrups comes under unsatisfactory umbrella.

Variables:
Packaging: deals with the covering of the product.
Taste: deals with the ingredients of the product.

Attributes Rooh Afza Jam-e-Shirin Norus Marhaba Others

Packaging 5 4 3 2 1
Taste 5 4 3 2 3

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 Rooh Afza

5 RA

4 JS
OT NR
1 2 4 5
3 Packaging

MH 2

Taste

Explanation:
Rooh Afza is highest in the packaging and taste perception map which
means that the consumers are satisfied with the taste and packaging Rooh afza. Whereas
Jam-e-Shirin comes next to it. Norus is better than Marhaba and local red syrups got
unsatisfactory in packaging but are good in taste.

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 Rooh Afza

Thanks!!

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