4.

How does the brand use packaging and labelling to support its brand image and help its
channel partners sell the product more effectively?

Rooh Afza is operating in the market since last 110 years and the brand name has become a
commodity which does not only represent a refreshment drink, it has also become a synonym
for rose Sharbat. It is been a cult brand, and commands a market share of 50% against brands
like Dabur's Sharbat-e-Azam through a decades-long tradition of customer loyalty. Labelling
and packaging of Rooh Afza makes it Brand Stature high and along with its energized
differentiation drives it to leadership in the market

Rooh afza is been selling its iconic red coloured drink in a glass bottle which has become an
important brand element the bottle has been deep rooted in the minds of customers. Company
has changed the bottle material from glass to plastic to reduce cost, but the shape remained
the same. The logo and labelling is one of the very important brand element and it carries the
legacy of the brand with it. The labelling and packaging conveys that the drink is all natural
and contains fruit. Rooh Afza is owned by Humdard Laboratories,but it has been known as a
separate brand itself due to its legacy and generation wide customer loyalty. The bottle of
Rooh Afza also has its brand logo printed on it which contains name Roof Afza in Urdu.

Rooh Afza is considered as a summer drink and to ablish this image and making it all season,
Roof Afza has extended it line to packaged drink, which is available in TetraPack but retained
the iconic red coloured packaging designed to target young and the millennial, while
retaining the huge mass of loyalists of the brand.
5. What are the current pricing objectives of the brand and what price adaptations (such as
discount allowances and promotional pricing) does the brand include?

6. How does the pricing strategy of the brand differ from its competitors?