SUBMITTED BY

CONSUMER MUSKAN FATIMA

BBA 171038
Dated: 1st May 2020

BEHAVIOUR
(MKT-575)

GRAND QUIZ

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QUESTION 1
Describe the decision making process of consumers of Rooh Afza. (Identity each
step in decision making process) 

DECISION MAKING PROCESS OF CONSUMERS OF ROOHAFZA

STEP 1 NEED RECOGNITION
The process starts when there is a problem or opportunity. A consumer is feeling lazy and
dehydrated due to extreme hot climate so he/she decided to have a drink which energizes him
and help adjust the body’s water level which initiated the need to have and try an instant dose
of refreshness “Rooh Afza”. Before arriving to a final decision, factors that were critical for me
included good taste, sweetness, attractive packaging, positive word of mouth, reasonable cost,
nutritional facts (calories) etc. The plan to try this drink was the result of an internal stimuli – to
drink Rooh Afza in order to maintain the water level for my body and keep me hydrated.

Here the problem is to find a drink to help the consumer deal such hot climate and opportunity
could occur when Rooh Afza appeals something motivating their external stimuli.

STEP 2 INFORMATION PROCESS

Though Rooh Afza is a low involvement product and thus do not require decision making at
extensive level, but here being a consumer, choosing a drink requires a minimum research so
consumer will start the research by visiting the website of Rooh Afza and browsing through the
reviews of people about the drink and ingredients used to make that drink, then can take the
advice of gym and health instructor and took suggestions from siblings and family members
who have experienced this drink before to have better information to satisfy the stated need
and in order to minimize the difference between the actual and desired state. Personal
consumption factors like taste, color could lead to an increase in search.

STEP 3 CONSIDERATION OF ALTERNATIVES

Considering all the sources which helped to gather information, consumer selected different
alternatives to my consideration set.

First of all drinks in my awareness set of alternatives were Rooh Afza, Pepsi, Coco cola, Fresh
Juice, Limca, Rasna, Mapro, Slice Juice, Fizzy water etc . Out of these Fizzy Water and Slice ruled
out to the inert set of alternatives as I was not able to recall these 2 drinks during the process of

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decision making. All the remaining one were in the category of Evoked Set because I was aware
of all these drinks and was able to recall these drinks. From the restaurants in the evoked set
Pepsi, Coco Cola, Fresh Juice and Rasna were ruled out and held in the category of Inept Set
because these drinks had less ratings for their lunch. Then Finally Rooh Afza, Limca, Mapro
were qualified for the Consideration set because of good reviews for their taste and
ingredients.

STEP 4 PERSONAL EVALUATION OF ALTERNATIVES USING SIMPLE ADDITIVE METHOD

Attribute Importance Mapro Limca Rooh Afza

Sweetness 20 15 10 18
Calories 25 15 10 23
Word of mouth 30 20 10 28
Price Factor 15 10 8 13
Packaging 10 5 7 8
Preference Score 100 65 45 90

SIMPLE ADDITIVE METHOD

MAPRO

15+15+20+10+5=65

LIMCA

10+10+10+8+7=45

ROOH AFZA

18+23+28+13+8=90

STEP 5 AND 6 PURCHASE BEHAVIOUR AND WHETHER IT FULLFILLS MY NEED

After applying Simple Additive Method, among consideration set of alternatives, the drink
which will be finally selected to adjust the consumer body’s water level and keep energetic in
such hot climate was Rooh Afza which had the highest value as compared to Mapro and Limca

If the taste and performance of Rooh Afza = the taste expected, then being a consumer will be
satisfied and make repeated purchase of this drink

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If the taste and performance of Rooh Afza > the taste expected, then being a loyal consumer
will be delighted and have long term commitment with this product.

If the taste and performance of Rooh Afza < the taste expected, then consumer will be
diisatisfied and have a trial purchase, therefore will seek for a better option.

QUESTION 2
Comment on consumer’s perception of Rooh Afza before re-positioning of
brand.
Before the repositioning of Rooh Afza consumers perception about the drink was that it is top
summer drink and can be consumed during this particular season to satisfy their need and
refresh them, apart from this they thought of it as a drink at home product. Consumers thought
Rooh Afza as an energetic drink to refresh them. People took it as a kind drink made with a
numerous useful vegetables, fruits, herbs roots etc. It was considered as a traditional syrup
which they can make easily in seconds with water or milk and as a best combination with Indian
Food. According to people it was a healthy drink which had a number of medicinal properties
and intrinsic cues like aroma, sweet smell etc.

QUESTION 3
Describe the reasons of re-positioning of Rooh Afza.

REASONS FOR THE RE POSITIONING

From the launching of Rooh Afza in 1907 till 1980’s was a golden period of Rooh Afza in
which this product faced a lot of rise but then a time came in the end of 1990’s where
Rooh Afza started facing a risk from its competitors and other drinks launched at that
time for which Rooh Afza reinvented and repositioned itself. Hence globalization was
one reason

At that time it was the perception of consumers that Rooh Afza is a seasonal drink and
can be consumed during hot weather so in order to eliminate this perception from the
minds of consumer and expand the consumption of this drink in every season Rooh Afza
lead to re positioning.

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 One of the other reason behind the repositioning of Rooh Afza was to set a distinct
brand image in the mind of potential customers which can help them remain physically
healthy and energetic.

There was a major problem faced by Rooh Afza which was the lack of segments, as the
other threatening brands at that time were successful in grasping the huge ratio of
customers and a large customer base by making segments. This problem too
encouraged the brand to reposition itself, so that Rooh Afza could retain its loyal
customers.

Other reasons include the need for effective marketing tactics and prove the concept of
it as “drink home product” wrong. Apart from this the packaging of the bottle also
remained the same so there was a need to modify the changes in packaging.

As mentioned in the case, that initially Rooh Afza was not much popular in south and
east of the country, so in order to create a brand awareness among people and make
them realize the concept of variety novelty seeking that they could consume the drink in
multiple ways, Rooh Afza repositioned itself.

QUESTION 4
Do you think the brand was re-positioned effectively? What other strategies
could have been taken by Rooh Afza to promote its brand after re-positioning?
Rooh Afza repositioned itself with every possible effective marketing strategy to generate brand
awareness, initially they started their repositioned by featuring ads through influential
personality, then further multisensory input was used in the next campaign. Rooh Afza also
implemented experiential marketing through different campaigns like installing dispensers of
Rooh Afza in different public places and My Rooh Afza Story which lead to direct interaction
with consumers. Ambush Marketing was also a part of Rooh Afza’s repositioning when they
came up with the large 3d bottles.

Hence overall repositioning was very effective, other strategies which could be implemented is
adding segments to target different group of customer by using line extension, for example
they could target diabetic patients by introducing Rooh Afza syrup made with SUCRAL sugar so
that these sugar patients could too enjoy this drink and one could also target local marketers by
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developing ads providing the information on the concept of Variety novelty seeking so that
different marketers could too use this product in different ways and run their business with this
drink.

Sometimes effective repositioning requires rebranding too. So Rooh Afza bottles could be
changes along with its logo to make it look more attractive. Environment friendly bottles could
be replaced with these old plastic bottles to avoid pollution. Societal concept could also be
implemented that in a growing economy where diseases like dengue, typhoid, malaria, are
becoming common especially nowadays a disease like CORONA is spread everywhere so Rooh
Afza could donate some amount on every purchase to the hospitals for the sake of economy.

Apart from all these strategies Rooh Afza could enhance its distribution channel by partnering
with Bin Dawood which is one the famous distributing and trading channel, to make it available
in small and big stores.

Small sachets of this syrup for one time use could also be introduced to target BOP customers
so that they could too enjoy the taste of this drink, they could endorse athletes to promote
their brand and the last strategy which could be implemented to enhance Rooh Afza’s
repositioning is that Rooh Afza could collaborate with some Indian Restaurant to promote its
drink.

QUESTION 5

CONSUMER PROFILE
Demographics
14-23
Single (Teens and adults)
Student
Pocket money of around (Rs 3000 to Rs3500)
Middle class

Geographic
Easily available in all big and small utility stores
Common in cities with extreme hot climate

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Buying Habits
Patient in terms of making any purchase decision, requires time to decide about a
certain purchase
Skeptical - research well before making a purchase
Socialize people – Active on social media
Trend Followers

Psychographics
Passionate people
Survivors (Believers)
Active
Foodies

QUESTION 6
Comment on the targeting strategies used by the brand.
The targeting strategy used by the brand before repositioning was mass marketing as
they were targeting people with one offer and product. Some aspects also prove that
they were implementing differentiated marketing before as well because they were
targeting the segment of old and families later after repositioning they switched to a
specific segment of young through their go greedy campaign which lies under
differentiated marketing. They were succeeded in increasing their sales much more that
that before repositioning by shifting to differentiated marketing strategy.

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