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Case Study: Rooah Afza Presented By: Bushra Sehar
Case Study: Rooah Afza Presented By: Bushra Sehar
Achievements
Brand positioning
Marketing Mix
SWOT Analysis
Media vehicles
Interview
Focus group
Recommendations
It is a well
In 1948, the
company has been known
Hamdard
industrialized the
brand for Generate
product in Pakistan.
This began as an its herbal approximatel
herb shop and soon
gained the
medicine y 50 billion
reputation of the and drinks in annual
finest supplier of like Rooh
herbs.
Afza.
sales
Hamdard
products
Rooh Afza is 100% natural and herbal summer drink. It was
invented by Hakeem Hafiz Abdul Majeed in 1905 in India .
In 1948, the company has been industrialized the product
in Pakistan. Rooh Afza is commonly known as Mashroob-e-
Mashriq.
ACHIEVEMENTS
Demographics
segmentation
• Targeted towards
people who can
understand the
benefit and function
of product easily
MARKET SEGMENTATION
Geographical
SEGMENTATION
• Geographically there is no
specific segmentation. They
introduced their product in
the whole country and
delivered it where we can
reach
MARKET SEGMENTATION
BEHAVIOURIAL
SEGMENTATION
Behaviorally
targeted
towards the
consumer who
believe in
quality, health.
Regular users
are also
target.
BRAND POSITIONING
To create Generate
brand Establish brand sales
visibility presence
PRICE
available at a reasonable PROMOTION
lower price than other drinks highly promoted
An ordinary pack
MARKETING MIX product in Ramdan
800ml= Rs. 170
which is promoted
Large pack
1000ml= Rs. 230 through ATL and
BTL
PLACE
near shops, retailers,
whole sellers and
easily located
groceries stores.
Product lifecycle
Product
Extension
Rooh Afza
Introduction Growth Maturity
SWOT Analysis
S W O T
STRENGTHS
An Established Brand.
Trend setter
Customer loyalty
Market share
Healthy drink
100% natural
No Side Effects
Low Price
WEAKNESSES
No repositioning strategy
Too sweet
Fitness Constraints
Seasonal Product
OPPORTUNITIES
New flavors.
More PR activities
Jam-e-shareen is a product of
Qarshi group of industry and is main Naurus is a flagship brand of NPL.
competitor to Rooh afza in almost It is recently repositioned in market
25 years, the product has earned a and is a threat to Rooh afza because
good market share even according to it is giving customers the option of
them they have larger market share sugar free red liquor.
than Rooh Afza.
customers.
•FB Page
• customized gift bags
to major customers.
INTERACTIVE MEDIA
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Focus Group
there must be
active or updated
pages of Rooh there must be a
Afza on social flavor which is
Media specifically for
diabetic
patients..