ROOH E LIMCA READY TO DRINK

SUBMITTED TO: MISS ZILLE-E-HUMA

SUBMITTED BY:

ZUMAR ELLAHI (11463)

FATIMA FAZAL (11486)

SAAD ULLAH KHAN (11468)

SYED DILAWAR ABBAS (11256)

SHAH ALAM (11134)

TAIMOOR SHAHID (11437)

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TABLE OF CONTENT

1. Acknowledgement …………………………………………………………………………. Pg. 3

2. Introduction……………………………………………………………………………………. Pg. 4
3. The Initiation…………………………………………………………………………………… Pg.5
4. Research Methodology …………………………………………………………………… Pg. 5
5. Focus Group ……………………………………………………………………………………. Pg. 7
6. Data Collection & Screening Procedure ………………………………………… Pg. 7
7. Brand Audit Objective ……………………………………………………………………. Pg. 8
8. The Categories ………………………………………………………………………………. Pg. 9
9. Price Consciousness ………………………………………………………………………. Pg. 10
10. Targeting & Positioning …………………………………………………………………. Pg. 10
11. SWOT Analysis ………………………………………………………………………………. Pg.11
12. Competitor Analysis ……………………………………………………………………… Pg. 12
13. Brand Ambassador …………………………………………………………………………. Pg.13
14. Brand Responses ……………………………………………………………………………. Pg. 14
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ACKNOWLEDGEMENT
We would like to express our deepest appreciation to all those who provided us
the possibility to complete this report. a special gratitude we give to our faculty,
Miss Zille-e-Huma who stood behind us whenever we need her guidance and
support. Her unflagging patience and outstanding capacity work made this report
possible.

This acknowledgement has no exceptions

We also admire the efforts of our other teachers and advisors and all other
people who help 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.

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INTRODUCTION
A leading brand of herbal medicines and beverages found in 1906 by Hakim Saeed as a
Dawakhana. RoohAfza is a brand of Hamdard. We have extended Rooh Afza in ready to drink
soda beverage category. It is the well- known refreshing drink in the EAST. The matchless qualities
and merits of Rooh Afza soon brought it to the notice of the people. By its distinctive taste,
fragnance, 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. RoohAfza is a non-alcoholic
concentrated squash. It was formulated by Hakeem Hafiz Abdul Majeed in 1906 in Ghaziabad,
British India and is manufactured by the companies founded by him and his sons, Hamdard
(Waqf) Laboratories, Pakistan and Hamdard (Wakf) Laboratories, India. Since 1948, the company
has been manufacturing the product in Pakistan, India, as well as in Bangladesh. The specific
Unani recipe of RoohAfza combines several ingredients popularly believed to be cooling agents,
such as rose, which is used as a remedy for loo, (the hot summer winds) of India and Pakistan
and Bangladesh. It is sold commercially as a syrup to flavor sherbets, cold milk drinks, ices, and
cold desserts, such as the popular falooda. RoohAfza is typically and more popularly consumed
by South Asian Muslims to end their fasts in the month of Ramadan, but has now seen popularity
among the non-Muslim populace.

PROBLEMS THE BRAND IS FACING

The brand RoohAfza is doing well in the market but as a part of modernization brand audit for
RoohAfza has been assigned to a professional management consultant in Karachi. After the
comments the final report has presented to the Chairperson of Hamdard Foundation. This report
includes not only the consumers’ perception but also the management’s perspective on the
brand and its future strategies. The perception is totally change about the product according to
report. There is no new modification in the product of rooh afza

The Initiation:
RoohAfza is one of the oldest local brands of our country. Each one of us has grown up with this
brand and we still use it with varying degrees. The analysis conducted includes not only the
consumers’ perception but also the management’s perspective on the brand and its future
strategies, followed by how we, as brand students see the brand should move.
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Research Methodology
The study incorporated both primary and secondary research to understand more about the
brand ‘RoohAfza’. Secondary research was done using the official website of RoohAfza.

MODIFICATION
As its been notice that rooh afza is declining in the market so the product need modification in
its taste, style and packaging. So the brand needs to revive its product through new glance and
structure out in a sense that it again penetrate in a modern market. And its sales and to
generate the revenue of the product. Our team decided to launch a modified product of rooh
afza. We modified ROOH AFZA into ROOH E LIMCA.

LOGO

MISSION AND VISISON

Our vision is to dexterities the brands and choice of drinks that people love, to refresh them in
body & spirit. And done in ways that create a more sustainable business and better shared
future that makes a difference in people’s lives, communities and our planet. Building a best
product, causing no necessary harm, and using business to inspire and implement the solution
to people health issue was the only motive that our product have in their mind. The path of
success from a little clinic of to a benchmark in eastern System of medicine was possible due to
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the dedication and love that Hamdard team has for humanity. We hope to maintain the legacy
of ROOH AFZA and increase the predictability and reliability.

IMPORTANCE OF MARKETING MIX

Marketing mix is a model used to guide the decisions needed for a company’s business
development plan. The term was coined by the American Marketing Association in the 1950s.

Product

The product is the foundation of any business. How your product satisfies the demand of your
target market will determine how many customers you get and how much profit you’ll gain.
Product must cater to the right market, and respond to its demands.

Price

When setting the price of our product, we consider three things:

• Product Development — How much it costs for to make the product

• Perceived Value — How customers would perceive the value of the product
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• Profit — how much profit would like to get.

Promotion

Promotion refers to all activities involved in making your product or service known. These
include:

1. Advertising
2. Sales promotion
3. Public relations
4. TV commercials
5. Internet ads
6. Print media
7. Billboards
8. Ad features on public transport
9. Press release
10. Events

Place

Place refers to where a product or service is sold. It is the actual distribution center. The
place matters because where you sell your product will determine what kind of market you
attract and how many people you can turn into customers.

IMPLEMENTATION OF MARKETING MIX

PRODUCT:
IGRIDIENTS:
Carbonated water
High factose corn syrup
Rooh Afza natural flavor
Lemon Soda

Rooh e limca ensures the consistent product safety and quality attribute to meet market
requirement and consumer expectations. Consistency and reliability are critical to our product
quality and meeting the global requirements and Standards. A customer need is a motive that
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prompts a customer to buy a product or service. Ultimately the need is the driver of the
customers purchase decision. We look customer need as an opportunity to resolve or
contribute surplus value back to the original motive.

Product life cycle

Intro (to introduce rooh e limca in market).

Growth (to penetrate in the market through uniqueness)

Maturity (to understand the market and its development and to achieve standards)

Price

Price in the beverage industry is determine by the consumer. In economy like Pakistan the
consumer tend to move towards low price product our objective is to target every consumer
in the country so Rooh e limca offer cheap rates then other soda drinks.

Following points we kept in mind while determining pricing strategy.

• The price should set according to public demand.
• Price should be which give maximum revenue to product.
• Price should not too high or low than the price of competitors.
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• Price must keeping in view the product target market.

500 ml (RS 35)

1 Liter (RS 70)

Promotion

Consistency: When it comes to marketing beverages, consistency doesn’t only mean being
constant with promotional efforts, but in the quality and taste of the beverage itself. So before
you even begin to plan and invest in marketing strategies to promote your new drink, it’s
important that you’re able to deliver the same quality and taste consistent.

The “Limited Edition” Label: A limited edition is a marketing strategy in itself. More people are
inclined to take advantage of something knowing that they can only purchase it at a limited
time due to limited stock. And it’s also a way of “testing the waters” but at a larger scale than
the usual market research and taste-testing. Limited edition can also be applied to packaging
instead of the new beverage.

Go Beyond “Free Samples”: Yes, social media marketing and traditional advertisements can be
effective in marketing any product and services, but when it comes to beverages, you have a
unique position to hold or sponsor events such as having games or even a concert while serving
your beverage. Take note that your event should match the product. If you’re releasing a new
drink for people around, hold an event with games and crafts for public.

Rooh Afza product has its own reputation in the market so we run different campaigns in
schools, colleges, universities and other sector than our second strategy is to promote our

Place

Place refers to where a product or service is sold. It is the actual distribution center. The place
matters because where we sell our product will determine what kind of market it attract and
how many people can turn into customers.
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We are here to continue the legacy of Rooh Afza so our target place is in markets, grocessories
store, shopping malls and other local shops.

LIMCA

MARKETING STARTEGY

Branding, advertising and event promotion make up the essential components of any successful
marketing campaign. When marketing a new product, we need to create a brand that people
recognize and want to learn more about. Through advertising and marketing, we can educate,
entice and compel consumers to purchase our modified ROOH E LIMCA. With so many drink
products on the market, it is important to utilize as many marketing avenues as possible to
reach our target markets. These venues include direct mail marketing, social media marketing,
email marketing and person-to-person marketing.

Our team decided a marketing plan that includes a description of your target markets. These
are people most likely to purchase our drink product. List ways to reach these target markets
through advertising and marketing, which typically includes placing ads in magazines, billboard
advertising and online advertising on websites your target markets frequent. We can also build
a website and engage directly with customers through social medial platforms, set up tasting
booths in grocery stores and other public places to encourage people to try our new drink
product or create direct mail and email marketing campaigns.

Future prospectus (if brand made initial success in marketing strategy)

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Create brand awareness by participating in charity events, sponsoring a sports team, starting a
foundation or charitable organization or organize events throughout the year, such as a
summer barbecue or concert series at a local park. Print banners and other promotional
materials to hang in sponsorship areas, booths at charity events or on concert stages to
promote your product.

PRODUCT PROCEDURE

To function as a soft drink maker, we need to ensure the correct equipment. Soft drink
manufacturing is a detailed process that involves infusing water with a number of ingredients
such as sugar, essences and even carbon dioxide to carbonate the drinks. The manufacturing
process also requires the final product to be filled into the correct packaging, which could be a
packet or bottle.

Bottle Preparation Equipment

Soft drink manufacturers that package their products in bottles need bottle blowers to turn the
pre-forms into the final plastic polyethylene terephthalate, or PET, bottles and bottle washers
that clean recycled glass bottles to ensure that they are free of contaminants. Contamination
has the potential not only to alter the quality of the final product but also to cause illness if the
bottles are not properly cleaned using the right equipment.
Mixing Equipment

Water filtration is an important stage in the soft drink manufacturing process to ensure that the
water used to make the drinks. The water is then piped into large stainless steel mixing tanks
where it is mixed with the other ingredients used to manufacture the soft drinks such as sugar
and flavor. In addition, drinks are carbonated by adding carbon dioxide and cooling the
resultant mixture in ammonia-based refrigeration systems and adding the quantity of fructose in it

Hence after this process ROOH E LIMCA is ready to come up in the market.

Note: the old flavors of rooh afza is added with limca to continue its red color and kind of
organic taste.
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COMPETITORS ANALYSIS
Competitors for ROOH AFZA
The direct competitors of the brand include Naurus and Jam-e- Shireen. Jam-e-Shireen is a
product of the Qarshi group and a relatively new player in the red syrup category. However, in
about 25 years, the brand has picked up a good market share. Jam-Shireen – 800ml, 1500ml and
3000 ml PET bottle and sachet Jam-e-Shireen is strong in its marketing activities and promotions
but lacks in distribution. In the rural areas, it has still not able to expand its reach properly.
Naurus – Naurus has a huge portfolio of products which include Syrups, juices, desserts, pickles,
chutney, sauces, mayonnaise, spices, and halwajat. Naurus is an older player than Jam-e-
Shireen but has not picked up growth or market share as strongly as them. They were the first
ones to launch sugar-free red syrup and were successful in it. However, its promotions remain
weak.

Competitors for ROOH E LIMCA

We have to faces competition in the beverage industry from the bigwigs such as Pepsi and
Coca cola the local and imported juices and energy drinks that are available in the
market. ROOH E LIMCA has great potential to compete in its market if it improves its
distribution strategy and puts in more marketing effort. The major attributes of
competition are such as market share, distribution, customer loyalty, financial
position, product quality and based on these factors ROOH E LIMCA has to fight against the
giants Pepsi and coke. And the direct competitor is Pakola.

TARGET MARKETING

Our team will target specific groups with advertising, in particular, children, teens, black youth,
and Hispanic youth. Each of these groups will be targeted with marketing containing content that
appeals to them specifically. Some of these groups are exposed to more sugary drink advertising
overall.

Our main target is:

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• Children
• Teens
• Adult
• Old age. (ROOH E LIMCA is offering low sugar drink for sugar patients)
We like to replace the morning cup of tea with the fresh ROOH E LIMCA

APPLYING SWOT ANALYSIS

STRENGHTH

Rooh Afza is a very established brand in and was popular in 90’s. Rooh Afza is a trend setter
trend of easy to make drink. Customer loyalty is the main strength of ROOH E LIMCA where
people of all ages will love to drink ROOH E LIMCA. Rooh Afza is made of pure herbals so it is
more hygienic and healthy and the modified product its self is healthy.

WEAKNESSES

A weakness related to a new product launch doesn’t necessarily mean done something wrong
.it might just signal that our competition has an advantage that have to overcome. For example,
until we gain market share, we might need to spend more on marketing and give away more
free samples. We might need to sell our product at break-even or at a loss for a short time to
introduce ourselves to customers.

OPPORTUNITIES

Because we have got a modified product, we have some built-in opportunities. Early adopters
and influencers like to be the first to try the hottest new thing, telling the masses who follow
the lead of these groups their experience with a new product. This allows us to set our prices
higher for a short period if competition isn’t an issue. If we have lower overhead costs than a
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mature competitor, we might be able to price yourself more competitively. Take advantage of
the media’s interest in new products by mounting an aggressive public relations campaign that
educates news outlets.

THREATS

Once we enter the marketplace, our competitors will likely react. One of the biggest threats we
face is our competition changing the playing field after we launch. Have backup plans for our
pricing, promotion and distribution channels so we can respond to competitor changes.
Consider launching in a few test markets to see how our competitors respond before we roll
out our entire marketing and distribution campaigns.

CONCLUSION

At the end our team is such thankful to the faculty to give us opportunity to learn and find the
different strategies to service in the market. We have use different models and analysis that have
been taught to us in principle of marketing. We hope the success of product in future.

GALLERY
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