ROOH AFZA INSTANT

STEP 1:- IDEA GENEERATION

Part 1: Searching For Ideas:

We started to look for new ideas we collaborate the industries where we can excel
 Technology
 Food
 Beverages

Part 2: Interacting With Others:

As we were encouraged for developing a new product, after generating the idea
we interact with others from internal and external resource with the following
ideas related to the selected industries

 Technology:
 Touch screen dice
 Solar energy pen
 Chair holding a palm screen

 Food:
 Instant rooh afza
 Notorious chocolate
 Flavored water

Page 1
 ROOH AFZA INSTANT

Step 2:- IDEA SCREENING

Part 1: Go Error:
After generating ideas we looked upon the following errors related to ideas

 Instant rooh afza:

It is a good opportunity for us because it has popularity and market goodwill,

if we launch instant rooh afza which is ready to drink. It will be highly
acceptable and if we let go this opportunity it will be go error for us.

 Notorious chocolate:

As concerned to chocolate it is a calories rich food with a high sugar and fats
containing addicted properties like caffeine which cause endorphin releases
in brain an migraine headache.
The idea of chocolate which we have generated would be different from a
ordinary chocolate. Our chocolate will come under notorious chocolate
category.

Part 2: Drop Error:

Ideas which we drop due to following reason:
 They are very advanced
 Not suitable for our society
 Due to high cost
 Un advancement in technology
 Lack of awarnace among people

Page 2
 ROOH AFZA INSTANT

STEP 3:- CONCEPTS DEVELOPING AND TESTING

Concepts for rooh afza are following:

Concept 1:
An instant drink for all age, who want to have quick drink in Ramadan

Concept 2:
A tasty sweet refreshing drink for children and adults as a power of refreshment

Concept 3:
A healthy supplement for children who neglect milk, it can add flavor into milk

STEP 4:- MARKET RESEARCH:

Before launching a new product in market it is very important to know weather people
need the product or not. Further more the company needs to estimate thet weather
people will welcome the product or not.

Similar in the case with us. We also have tried to find out whether our product would be
apprecited by peple or not.

The marketing research process comprised of four steps:

1. Defining the problem and research objectives

2. Developing the research pla
3. Implementing research plan
4. Interpreting and reporting the findings

Part 1: Defining The Problem And Research Objectives:

Defining the problem and research objectives is the hardest step in the research process.
The manager may know that something is wrong, without knowing the specific causes.as
we were to introduce an innovation in rooh afza. So primary obejectives behind the
market research was to describe things such as market potential and attitudes of
customer towards the rooh afza ready to drink packs.

Page 3
 ROOH AFZA INSTANT

Part 2: Developing The Research Plan:

Second step of marketing research calls fro determining the information needed,
developing a plan for gathering its efficiently, and presenting the plan for gethring its
efficiently and presenting the plan to marketing management. The plan outlines sources
of existing data and spells out the specific approches, contact methods, sampling plans,
instrument that researchers will use to gahter new data.

Part 3: Implementing The Research Plan:

Practical aspects of research starts here we distributed questionnaires among people.

Part 4: Interpreting And Reporting The Findings:

The finding of research are following

Sample size: 50

Section A segentation and market analysis

Q1: about age group

Age groups response

5-----10 0%
11----20 14%
21----40 60%
41-----50 14%
51-----60 12%

Q2: about the incomes

Income response
2000-----5000 18%
5000----10000 16%
10000---20000 18%
20000----30000 16%
30000---40000 12%
40000---50000 0%
50000+ 16%
Did not mentioned 4%

Page 4
 ROOH AFZA INSTANT

Q3: about the family size

Family size Response

Below 5 30%
5----10 62%
10---15 4%
Above 15 4%

Q4: about the brands of ready drinks mostly consumed

Drinks Response
Frost 14%
Nestle 20%
Shezan 4%
Country 2%
Tang 24%
Pepsi and coke 20%
Other gas bottles 8%
Other juices 4%

Q5: factors affecting the choice of drink

Factors result
Quality 58%
Advertising 12%
Brand image 20%
Family preference 12%
Price 20%
Tatste 66%
packaging 2%

Q6: which drink quinch thirst:

Option Response
Fruit juices 37%
Rooh afza 39%
Jam-e-sherien 15%
others 9%

Page 5
 ROOH AFZA INSTANT

Section B
Q1: awareness of people about rooh afza

Option results
Rooh afza 100%

Q2:people drink rooh afza

Option respose
Yes 82%
no 18%

Q3: how did people find it

Option result
Good 41%
Better 18%
Best 14%
Just ok 27%

Q4: what extend of people are satisfied with rooh afza

Option Results
Very much satisfied 28%
Just satisfied 58%
Not much satisfied 6%
dissatisfied 4%

Q5: alternation people want with rooh afza

Option Results
Packaging change 62%
Flavor change 16%
Color change 14%
No change 8%

Page 6
 ROOH AFZA INSTANT

Q6: response of people about rooh afza that whether its good for health or
not

Option response
Yes 54%
no 16%
No comments 30%

Section C

Q1: the basic thing that people like about rooh afza

Option result
Taste 56%
Color 14%
Contents 10%
After effects 16%
Everything 4%
nothing 0%

Q2: whether people would buy ready to drink rooh afza or not

Option result
Buy it 78%
Don’t buy it 22%

Q3: what price people suggest for 250ml ready to drink rooh afza

Option Results
20rs 64%
25% 16%
18% 20%

Q4: what packaging do people want for ready to drink rooh afza?

Option Results
Tetra pack 50%
Glass bottle 20%
Plastic bottle 30%

Page 7
 ROOH AFZA INSTANT

So our main finding was that people do want to buy this type of product development
and this was clear form the response of people the regarding question that whether
people would buy this new product.

Option Results
Favorable 74%
Unfavorable 26%

So the analysis suggest that company should go for ready to drink rooh afza

STEP:-5 MARKETING STRATEGY DEVELOPMENTS

Part 1: Market Segmentation:
The marketing plan recognizes the various segments of the market for rooh afza ready
to drink packs, instead of marketing a product in one way to everyone. The
segmentation is based on various criteria such as those listed below.

1. Demographics:

This is to study of the distribution density and vital statistics of a population and
includes such characteristics as

 Sex= no gender discrimination, its for all

 Age= al those who can drink it
 Education= both educated and uneducated
 Marital status= for the people of marital status
 Size of family unit= for all families
 Total income of family uinti= for all those who can afford it
 Religion= for the people of all religion in targeted geographical areas

Part 2: Target Market:

The target market for instant rooh afza drink is families with children who are respective
to new, convenient, notorious and inexpensive form of refreshment. The company’s
brand will be positioned at with low price, high quality and sustain with its remarkable
identity “mashrub-e-masrik” (the drink of east).

Page 8
 ROOH AFZA INSTANT

Part3: Competition
The nearest direct competitors of rooh afza ready to drink packs will be the following
ones

 Forst
 Nestle
 Tops
 Shezan
 Tang
 Pepsi and coke
 Oter gas drinks

The nearest indirect competitors of rooh afza ready to drink packs will be following ones

 Jam-e-sherin
 Taskeen-e-rooh
 Other fruit squashes

Part 4: The Market

When we will talk about ready to drink juices, the market is highly saturated with above
ten competitors. The estimated market shares on the basis of market research are shown
below

Drinks response
Tops 4%
Frost 14%
Nestle 20%
Shezan 4%
Country 2%
Tang 24%
Pepsi and coke 20%
Other gas bottles 8%
Other juices 4%

Page 9
 ROOH AFZA INSTANT

STEP 6:- PRODUCT

The product is ready to drink rooh afza by hamdard laboratories (WAQF) Pakistan. It is
a consumer drink a refreshing and delious drink good for sunstroke, quenching the
thirst, palpitation, nausea and other summer complains. An ideal “PICK ME UP”
summer drink.

Part 1: Product Mix Strategy

Introducing ready to drink rooh afza is a BRAND EXTENTION strategy. it will be
introducing in 250ml packs and if you ask for growth strategy it is product development

Part 2: Ingredients
The contents of rooh afza are as follows

1. Refined sugar
2. Distilled aqua extracts of fruits
3. Herbs
4. Keora
5. Citrus flower
6. Rose
7. Red food color
8. Preservatives

Part 3: Product Level

1. Core product: a drink that quenches the thirst
2. Actual product: ready to drink rooh afza sharbat

Part4: product attributes:

A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation,
nausea and other summer complains. Because of it’s being in convenient tetra packs
customers now can have rooh afza whenever they want and wherever they want.

Part 5: Product Branding

Rooh afza is a registered trademark of hamdard laborites (WAQF) Pakistan. Brand
extension strategy has been practiced by chasing the existing brand name “rooh afza” for
ready to drink sharbat also.

Part 6: Product Packaging:

Page 10
 ROOH AFZA INSTANT

As people are becoming more and more health conscious day by day. So ready to drink
rooh afza will be packed in 250ml tetra packs. Although tetra pack will be costly for the
firm but customer satisfaction and quality product transfer is a duty of hamdard
laborites (WAQF) Pakistan.

Part 7: Product Designing:

As we are introducing rooh afza instant in 3 flavors

1. Rooh afza milk

2. Rooh afza lemonade
3. Rooh afza lassi

Part 8: Product Labeling

The labeling of ready to drink rooh afza will be highlighting the positioning i.e

A u want when u want!!

More over label has been show below

Page 11
 ROOH AFZA INSTANT

ROOH AFZA MILK

Rooh Afza
Milk
Ingredients
Original formula of rooh
afza, milk, cardamom, dry
fruits, permitted food color
250 ml

As u want when u want !! Taste best when chilled

Rp= 17.25 +3.72(st) = 20

Page 12
 ROOH AFZA INSTANT

ROOH AFZA LEMONADE

Rooh Afaza lemonade

Ingredients
Original formula of rooh
afza,lemon extracts,
mint,malic aci,permitted
food color
250 ml

As u want when u want!! Taste best when chilled

Page 13
Rp= 17.25 +3.72(st) = 20
 ROOH AFZA INSTANT

ROOH AFZA LASSI:

Rooh Afza lassi

Ingredients
Original formula of rooh
afza, milk,, yogurt, malic
aci ,permitted food color
250 ml

As u want when u want!!

Taste best when chilled

Page 14
Rp= 17.25 +3.72(st) = 20
 ROOH AFZA INSTANT

STEP 7: PRICING
Part 1: Factors Considered:
The price of ready to drink rooh afza has been decided while taking into consideration of
following factors.

1. Marketing objectives i.e market share leadership through price

penetration(lower prices for getting maximum market share)
2. Marketing mix strategies
3. Costs
4. Other organizational consideration
5. The market and demand
6. Consumer perception of price and value
7. Competitor’s prices
8. Other external environmental factors

Part 2: Pricing Approach

While pricing value based pricing approach was considered. In the questionnaires we
have already asked the customers to give the suggestions about the price for ready to
drink rooh afza 250ml packs. And people have coded their suggested prices.

Part 3: Decided Price

After considering costs of ready to drink rooh afza packs, competitor prices, marketing
objectives, consumer perception of price and value and other factors the price that was
finally decided for ready to drink rooh afza is rs. 20/-. The price of ready to drink rooh
afza and the prices of competitors are shown below for the clear analysis.

Page 15
 ROOH AFZA INSTANT

STEP 8: PLACING
For ready to drink rooh afza company will go for vertical marketing system.

Part 1: The Channel Level

The distribution channel will comprise following levels

1. Markets/customer
2. Local sellers
3. Whole sellers
4. Stockade dealers
5. Zonal offices
6. Company

Part 2: Distribution Strategy:

For distribution the company will go for pull strategy. The demand will be created in the
market through effective advertising and promotion, customer will ask local sellers for
product, local seller will demand the product from whole sellers, whole seller will
demand the product from the stockade dealers, dealers will demand the product from
the zonal offices and zonal offices from the company, finally.

Part 3: The Channel Diagram

Market >>>> seller >>>> whole sellers >>>> stockade >>>> dealers >>>> zonal
offices >>>> company.

Page 16
 ROOH AFZA INSTANT

STEP 9: PROMOTION
Before discussing the promotion mix for ready to drink rooh afza, lets have eye an eye at

 Big idea
 Communication objectives
 The promotional appeal
 The communication media

Part 1: Big Idea

The big idea for rooh afza ready to drink is

As u want

When u want

Part 2: Communication Objectives:

The communication objectives are following

1. Increase customer awareness of the product

2. Increasing cutomer knowledge about the product
3. Increase customer liking for the product

Part 3: Promotional Appeal

For ready to drink rooh afza company will go for rational appeal by highlighting two
important benefits, which are:

1. It quenches the thirst

2. You can have it whenever you want because it’s ready to drink

Part 4: Communication Media And Sources

1. Advertising:
 radio (FM 100 &101)
 television (ads between dramas by sponsoring for dramas)
 newspaper(jung, nwmw-e-waqt, dawn, news)
 magazines (akhbar-e-jahan)

Page 17
 ROOH AFZA INSTANT

STEP 10: BUDGETS READY TO DRINK ROOH AFZA

The company tends to win 35% of market share.

Product: quality, convince, low price

Price: 20 par juice packet

Place: at every retail shop where roohafza liquid is available

Promotion: the promotion would be done through advertising, bill boards, radio and
print media.

Year 1 Year 2 Year 3 Year 4

Sales 0 250 400 820
Cost of good 0 135 170 200
sold
Gross margin 0 120 230 620
Development (-120) 0 0 0
cost
Marketing cost 0 312 420 500
Allocated 0 50 62 90
overhead
Gross (-100) (-45) 130 170
contribution
Supplementar 0 0 0 0
y contribution
Net (-100) -50 60 140
contribution
Discount (-100) -42 83 93
contribution
Cumulative (-100) -85 -30 23
discounted
cash flow

Page 18
 ROOH AFZA INSTANT

STEP 11: CONTROLS:

The controls that will be used, to monitorprogress and allow higher mangemnet to to
review implementation results, are as follows

1. check the net income at different stages

2. comparision of fluctions between actual and estimated costs and taking necessary
actions to avoid variance.
3. Getting customer opinion through market research in order to check the
effectiveness of marketing strategies and altering strategies in case of negative
response.
4. Evaluating the role of each department in achieving the objectives of strategic
unit of rooh afza.
5. Holding the department managers, responsilble for taking corrective actions in
oorder to ensure, the achievement of marketing objectives.

Page 19