Introducing Rooh Afza in

Turkey
Group 9
Shamsher Khan
Umer Hayat
Bilal Ahmed
Gulsher Khan
Saba Ashraf
 Product Introduction

Rooh Afza is a popular concentrated Natural cold drink.

Invented by Hakeem Abdul Majeed.
Manufactured by Hamdard Laboratories since 1907.
Ingredients are fruits, vegetables and cooling herbal.
It’s purely thirst reducing drink.
Increases the level of glucose in the body.
Low priced drinks.
PESTEL
Analysis
• PESTEL is a used to analyze how external factors influence or
impact an organization.

• Political: • Economic: • Social:

1) Unstable political 1) High inflation rate 1) 60% of Population are
environment. 2) Very risky in Pakistan. health conscious.
2) No interest of Investor. 3) Not impressive for 2) Favorable for Rooh
investment Afza.

• Technological: • Environmental: • Legal:

1) Machines efficient 1) Environmental friendly 1) No such obligations
2) Internet connectivity industry. on the company.
3) Automation 2) Provides recycled bottle 2) Follows all legal code
4) Transportation 3) Favorable for of conducts.
environment
5-Force
analysis
• Buyer Power:
• Ability of buyers to decrease the prices they pay for Rooh Afza.
• Supplier Power
• Supplier can increase the price of inputs.
• Like labor, raw material, services required for Rooh Afza.
• Competitive Rivalry 
• Intensity of competitive activity which might affect how much business a company receives,
or how high sustainable margins are
• Threat of New Entrants 
• Threat posed by new entrants in a market.
• Threat of Substitution 
• Threat posed by the possibility of substituting a product or service in one market like
Samarqand & Jam-e-shirin.
 SWOT
Analysis
• SWOT Analysis is a business strategy tool to assess
how an organization compares to its competition. 

• Strength: • Weakness:
• No Side Effects • Lack of creative advertisement
• Low Price • Lose of sale in winter
• Brand Name • Too sweet
• Market share • Seasonal Product

• Opportunity:
• More creative advertisements.
• Target younger audience.
• New flavors
• Introduce Sugar free
• Threats:
• Uncertain economic conditions.
• Increasing competition
• Customers prefer other juice
SITUATION ANALYSIS

•Demand:
• Rooh Afza shares more than 50% of Hamdard’s products sales
• Competition:
1) Samarqand
2) Jam-e-shirin.
• Social & cultural factors:
• It is difficult to target children with hard sell ideas. They can be
attracted by animated Characters and cartoons which has no
contradictions with Social and cultural values.
Market Segmentation
Target Segmentation
Khaadi’s Macroenvironment
 Reference
list
• PESTEL Analysis:
• 2015. PESTEL Analysis Of The Macro-Environment. [online] Available at:
<https://frrl.files.wordpress.com/2010/04/pestlanalysis.pdf> [Accessed 2 December 2015].
• SWOT Analysis:
• 2014. Outback Steakhouse, Inc. SWOT Analysis. 1st ed. [ebook] London: Marketline, pp.1-9.
Available at: <http://web.b.ebscohost.com.ez.sun.ac.za/ehost/pdfviewer/pdfviewer?
vid=2&sid=995ea644-3d46-4e80-886d-5eee57ed6749%40sessionmgr111&hid=107> [Accessed
29 March 2015].