Acknowledgement

Through the acknowledgement, I would like to thank Almighty ALLAH, The

most merciful, for providing us the skills and strength to fulfill a task, which

could not have seen and achieved without His blessings.

Now, we can move forward but with great thanks and appreciation to those

who have supported and encouraged us throughout our report. This report

would not have seen its completion without the guidance from our senior and

the most respected teacher of all, PROF. DR. ALI ASKARI. We can never

forget your support and advices that you have given us for the last THREE

months.

Finally, we would like to thank all the people who helped us throughout this

report.

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TABLE OF CONTENTS

S.NO CONTENTS PAGE # 1. EXECUTIVE SUMMARY 4-5 2. INTRODUCTION 7-8

Product Profile Company Profile

3. OBJECTIVES OF THE PROJECT 10

4. HYPOTHESIS OF THE PROJECT 10

Null Hypothesis Alternative Hypothesis

5. RESEARCH METHODOLOGY 12

6. SECONDARY DATA INFORMATION 14-19 Transition From Past To Present When to use Rooh Afza The Brand/Image Identification Packaging Major competitors

7. ANALYSIS OF SURVEY RESULTS 21- 34

8. INTERVIEW WITH HAMDARD COMPANY 36-37

9. RESEARCH FINDINGS 39 -41 Findings from Respondents Survey Findings from Retailers Survey Findings from Organization’s Interview

10. COMPARATIVE ANALYSIS WITH COMPARATIVE BRANDS 43 Jam-E-Shireen Naurus and Sada Bahar Other Energized Drinks

11. LIMITATIONS OF THE PROJECT 45

12. CONCLUSION AND RECOMMENDATIONS 47-48

13. APPENDIX 50 -56 Selection Of A Sample Process Questionnaire Design For Individuals Retailer Organization

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`1. EXECUTIVE SUMMARY

‘Rooh Afza’ is one of the traditional sharbat being consumed in almost all cities of Pakistan.It is a popular concentrated sharbat mostly utilized for quenching thirst, invented by Hakeem Abdul Majeed and manufactured by the companies he founded, Hamdard (Wakf) Laboratories, India and Hamdard (Wakf) Laboratories, Pakistan, since 1907.

The objective of our descriptive research was to find out the current market share and popularity of Rooh Afza in the market and to prove our hypothesis that whether popularity of Rooh Afza has declined in the market or not as compared to the past. The objective was also to find out reasons behinds its declining image and recommend actions for its repositioning. In order achieve our objectives, we have gone through a comparative study of Rooh Afza with its comparative brands in the industry such as Jam-e-Shireen, Naurus and Sada Bahar.etc. The research methodology which we have applied for gathering data was survey technique in which we have sampled households and retailers. Our project comprises of 75% primary research and 25% secondary research. We have also interviewed the Hamdard organization in order to have better understanding regarding the product. Some of the survey results are follows:

46% of respondents like Rooh Afza as their favorite sharbat.81% respondents like Rooh Afza because of its taste.53% people think that its popularity has been declined in the market.37% people have recommended changes in the packaging of Rooh Afza and 37% respondents wants to see Rooh Afza available in different flavors.

According to Retailers 51 % of customers prefer Rooh Afza over other drinks in the current scenario.

56% retailers feel that Rooh Afza sales declined in the market as compared to the past.

60% retailers feel that competition is the main factor that reduced the market share of Rooh Afza.

On the basis of Survey results, we have reached to the conclusion on our project that Rooh Afza popularity has declined in the market as compared to the past and in comparison with its

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competitors. The sharbat which was first enjoying 60% to 65% market has now gone down to just 45% to 50%. The main reasons which we have found for its declining position in the market are:

Increasing competition (both direct and indirect)Lack of innovation in the productLow marketing and promotional activities for the brand.

The organization will have to consider all these factors seriously and will have to make some appropriate changes in the brand in order to regain its lost position in the market and thus take its market share again to 70% to 80% as it was in the earlier days.

The organization will have to make some innovations in the flavor, contents and packaging of Rooh Afza in order to make it more attractive in the market. It can be introduced in the market in the form of ready to drink packs and sugar free flavor for old age and diabetic patients.

They will have to increase the promotional activities for Rooh Afza especially in the season of summer so that it is able to grab more attention of the target population.

The organization should design such strategies for Rooh Afza that creates threats for its competitors and also capitalizes upon its strengths which play vital roles in enhancing its image in the market.

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2. INTRODUCTION:

PRODUCT PROFILE:

Rooh Afza is a popular concentrated sharbat invented by Hakeem Abdul Majeed and manufactured by the companies he founded, Hamdard (Wakf) Laboratories, India and Hamdard (Wakf) Laboratories, Pakistan, since 1907. The inventor never explained his choice of the name Rooh Afza. English speakers often refer to it as 'rose syrup'. It is a natural cold drink and a blend of pure crystalline sugar, distilled extracts of citrus flowers, aquas of fruits, vegetables and cooling herbal ingredients processed to impart its taste. Hakeem Abdul Majeed claimed that Rooh Afza was concocted using Unani medical principles. However, it is said that Rooh Afza means "that which nurtures your soul" because "Rooh" means soul and "Afza" means which nurtures. It is considered as legendary syrup of east.

“If you look at its color, it enchants your heart. If you taste it, you find its flavor enlivening. In fragrance it excels other flowers. In efficacy it is quite an elixir. Its refreshing and invigorating effect is beyond reckoning. A sharbat like Rooh Afza has never been produced, nor ever shall be."

COMPANY PROFILE:

This company is both located in India and Pakistan and it was first established in 1907 at Delhi. Later on, it was established in Pakistan in 1948 by Hakeem Muhammed Saeed on a modest scale.

Hakeem Saeed was a man of determination and rare qualities. By sheer dint of his labor, dynamism and native genius, he was able to make Hamdard the leading manufacturer of herbal medicines and products in Pakistan in just a span of six years.

In 1953, when Hamdard became a big pharmaceutical company, Hakim Muhammed Saeed declared it a “Wakf” (Trust). The Wakf has a religious basis and is irrevocable.

Hamdard, 'the global house of herbal products' is a household name in Pakistan and is known worldwide for having a very large product range. Hamdard is also engaged in production of medicines under Greco-Arab System of Medicine. Herbal medicines are natural medicines, simple to use and have no adverse side effects.

MISSION STATEMENT:

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To preserve and promote eastern system of Medicine, To establish the principles of pharmacy, its furtherance and standardization To teach and publicize the principles of health, hygiene and medical sciencesAnd through these, to serve the people selflessly.

STRATEGIC BUSINESS UNIT:

Right now, Hamdard has approximately 300 products. The products are produced in three different forms i.e. liquids, solids, and semi solids. The products range fulfills the health requirements from all age groups i.e. from infants to aged persons. Hamdard has a full range of medicines for the cure of various diseases. The different strategic business units of Hamdard are as follows:

Hamdard’s cosmetics. Hamdard’s sharbat/drinks. Hamdard’s herbal medicines

Over the past few years, Rooh-Afza has become the identity of Hamdard and is considered as synonymous with Hamdard.

The drink has performed tremendously in the local as well as the international market and has high potential of growth, but to what extent the management is willing to make the drink survive the problems, that depend on the strategies of the management of the organization.

From the website of "Now that's nifty"and other sources,we have come to find out that Rooh-Afza is ranked among the best energetic drinks in the world.

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3 . OBJECTIVES OF THE PROJECT:

For the past few years, it looked like because of increasing competition in syrup drinks and other juice or because of lack of innovations and other reasons, Rooh Afza’s popularity has gone down in the market. Therefore in order to prove such statement that whether it is true or not, we have conducted descriptive research on Rooh-Afza. On the basis of the findings of our research we will prove that whether Rooh-Afza popularity has declined in the local market or not and whether there is a need for its repositioning with some newness in the market. For achieving our objectives we will also compare Rooh-Afza with other competitive brands of sharbats in the market such as Jam-e-Shireen, Sada Bahar and also other beverages.

4. HYPOTHESIS OF THE PROJECT:

NULL HYPOTHESIS: Rooh Afza’s market share and popularity has declined in the market as compare to it competitive brands and other beverages

ALTERNATIVE HYPOTHESIS: Rooh Afza’s market share and popularity has not declined in the market as compare to it competitive brands and other drinks.

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5. RESEARCH METHODOLOGY:

Survey Technique is the basic data collection method used in such research project. We have surveyed individuals, supermarkets and, small and big retail stores for gathering the relevant information about the product which can be helpful in the analysis.

From individuals, we have gathered data regarding their opinions about the product, their preferred brand over Rooh Afza, what changes they would like to have in the product in the future, etc.From retailers, we have availed information like which syrup is more being demanded in the market these days, their feelings about the product, profit margin and so on.

Each respondent in the project has been interviewed directly by the interviewer. Details of the sampling plan are included in the appendix of the report.

Besides using survey technique, Secondary Data Method has also been utilized for gathering information.

Sources of secondary data are: Internet Newspaper

We have also conducted an interview with the management of Hamdard Organization in order to have better understanding about the strength and weaknesses of the product. The details of interview are presented later in the project.

MEASUREMENT TECHNIQUE: Considering the nature of information which we want to avail, Questionnaire measurement technique is used . During survey, each respondent has been asked the questions mentioned in the questionnaire which were in accordance with the research objectives .Questionnaire consists of 15 questions for individuals and 10 questions for retailers. All of the questions are close-ended. The design of questionnaire for both individuals and retailers are attached in the appendix of this report. The appendix also includes the design of organization questionnaire.

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6. SECONDARY DATA INFORMATIONTRANSITION OF ROOH AFZA FROM PAST TO PRESENT: 1

The picture shows the

transition of Rooh Afza from 1907, the time when it was launched, till today. The differences that I see are the cock has been shortened, it looks redder now, and the new bottle seems to have put on a little weight.

The most common way of making this refreshing drink is by adding 2-3 tables full of Rooh Afza in a glass of chilled water with lots of ice. No need to add sugar because it already contains sweetener.

You can add 2 tables of Rooh Afza in a glass of cold milk with crushed ice, churn it and a yummy milkshake is ready.

Ice balls can be made for kids with just adding Rooh

Afza on plain ice balls.It adds more flavor and decoration to vanilla ice cream or can be used as a flavor an ice cream preparation

1 www.scratchbags.wordpress.com

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Beside this, you can also use this sharbat for making various tasty desserts and drinks such as Lassi.

WHEN TO USE ROOH-AFZA :

To Protect To maintain:Dehydration (water loss) Nutritional status of the bodyHeat exhaustion Proper functioning of heart

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Heat Stroke

To Treat: To keep:Fever due to FreshHeat exposure EnergeticVomiting ActiveStomach ache Make you cool in scorching summersDiarrhoea

THE BRAND IMAGE / IDENTIFICATION OF ROOH AFZA:2

Rooh Afza has selected the red color as a symbol of summer drink of the east. The traditional red color, aroma, taste, label and bottle are the constituent of its brand identification. The label consists of pictures of various fruits, vegetables and herbs, which show that it is an extract of such items.

Rooh Afza always emphasizes on these aspects in its promotional campaigns. People relate Rooh Afza to one of the greatest invention of Hikmah. The label of the bottle along with red color helps customer to retain it in his memory.

THE SLOGAN “SUMMER DRINK OF THE EAST”Rooh Afza has maintained this slogan since long time ago. It uses this slogan in almost

all the ads given the print media.

PACKAGING:

Bottle in 800 ml (PET bottle) (for local market)

Bottle in 750 ml (Glass bottle) (for export market)

Bottle in 1.5 liters (PET Bottle) (family pack for local market)

Can in 4.5. liters(Plastic can) (family pack for local market)

MAJOR COMPETITORS OF ROOH-AFZA IN PAKISTAN:

2 www.dostac.com Publisher Name: Sir Zubair Ahmed Khoso Year of publication: 10- May 2010

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DIRECT COMPETITORS:

JAM-E-SHIREEN: 3

Jam-e-Shireen is well known drink of the East and a brand leader from Qarshi Industries. Like Rooh Afza, it is also one of the oldest sharbat brand in Pakistan. Before the preparation of each bottle of Jam-e-Shireen, a scientific and stage-to-stage research is conducted on all the components. The components of herbs, flowers and fruits are used in the old system as well as modern system of medicine. At every stage, the best components are selected for the preparation of this ideal refreshing drink. It is a tasty, refreshing and efficacious drink. Not a single drop of water is used during its preparations. It is prepared from pure distillates Araqiyat. Jam-e-Shireen satisfies thirst and is wholeheartedly refreshing. After drinking Jam-e-Shireen, one does not feel heaviness of the stomach. Jam-e-Shireen retains its taste, efficiency and usefulness in all seasons. It is one of the great rival of Rooh Afza in the sharbat market.

SADABAHAR: 4

Shangrila’s Sadabahar Sharbat is a natural red syrup, proved beyond ambiguity that it is more than a cold drink.. It is a blend of pure crystalline sugar, distilled acquas extract of citrus fruits, flowers and soothing herbal ingredients processed to impart the stimulating taste and distinguished quality. It is not so old brand of red sharbat in Pakistan but it’s gaining market popularity quickly and can be real threat to the Rooh Afza in the coming days.NURUS: 5

3 www.qarshi.com/product

4 www.shangrila.com.pk/products.html

5 www.shangrila.com.pk/products.html

Rooh Afza

Indirect Competitors

Direct Competitors

JAM-E SHERREN

SADA BAHAR

NAURUS

TANGQUICESLICENESTLEOTHER JUCIES

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Naurus, the National Drink of Pakistan is one of the greatest product manufactured by the NAURUS (Private) Ltd. It is red syrup made from the extracts of distillates of flowers like rose, herbs & fruits to give you a pure and completely natural refreshing drink. Mixed with water, milk, it is perfect and healthy alternate to any carbonated soda. DIET Naurus is also available for our valued customers. It is also considered as one of the major competitor of Rooh Afza in the syrup industry.

OTHER DRINKS EXCLUDING SHARBAT: 6

The other drinks such as Squashes, Tang, Slice, Nestle, and so on are also having an indirect competition with the Rooh Afza in the beverage market. Although these juices are the part of different industry, but they are a substitute for Rooh Afza as the purpose of all these drinks is same i.e. to quench the thirst of the customer. However, people who like red sharbat will not compare Rooh Afza with other drinks but those who do not prefer red sharbat as their only favorite drink will go for other brands also. Therefore, to become the leader of the market, Rooh Afza will have to compete with these brands as well. As we can see these days, Nestle, Tang and Slice are enjoying more popularity than the red sharbat in the market.

ROOH-AFZA enjoys Leadership in the Market in the Holy Month Of Ramazan Among Its Competitors: 7

Rooh Afza, the traditional beverage popularly known as the ‘lal sharbat’, enjoys a considerable share in Ramazan’s beverage market. Not only does the brand enjoy ‘unmatchable customer image and brand equity’ in Pakistan, it is well established in India as well, according to industry sources

.“Our sales get a real boost in Ramazan,” shared an official at Hamdard Industries

Private Limited, Rooh Afza’s parent company.“Ramazan for us is a two-month long activity,” the official added. “Wholesalers and

retailers start stocking a month before the first fast. Consumers also start purchasing bottles a week before Ramazan starts,” he explained.“Sales in the holy month constitute about 30 per cent of our annual sales,” revealed the official.

Claims of market leadership are rife in the market but Rooh Afza’s brand equity far outweighs its competitors like Naurus and Jam-e-Shireen, claimed the official.New entrants like Rave and Shan-e-Mashriq are yet to capture a significant market share, but the sheer number of new product launches alludes to the growth of this industry in Pakistan..

6 www.shangrila.com.pk/products.html

7 Published in The Express Tribune September 8th, 2010.

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From the above mentioned article, it is well cleared that Rooh-Afza with its well-established brand image in the market enjoys a considerable market share among its competitors in the holy month of Ramazan. But we’ll have to find out about the Rooh Afza market share in other seasons also in comparison with other sharbats and beverages in order to get a clear picture of its current position in the market. If it is enjoying a good market share over its competitors only in the month of Ramazan but not in other months then this shows a sign of threat in the future for such a well recognized brand form its competitors. This will mean that Rooh Afza gains its popularity only in the month of Ramazan but in other months, its popularity is reduced.

Rooh-Afza advertisement on television and other sources of media is seen only in the month of Ramazan but not in other months or it is shown very little on few channels like METRO and print media, which can be considered as one of the main factors in its declining popularity in the market. These days, marketing and advertising activities play vital roles in making any product recognizable or popular in the market, but it looks like that Rooh Afza is lacking in it.

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7. ANALYSIS OF PRIMARY DATA INFORMATION(SURVEY):

Up till now in the report, we have included secondary data regarding Rooh Afza which we have found though internet sources. The remaining portion of this report will include the analysis of primary data which we have gathered by conducting survey and also the analysis of information availed by conducting interview with the Hamdard Organization. The results generated from such analysis will play a vital role in proving or disproving our hypothesis regarding Rooh Afza popularity in the market and providing the basis on which we can also give recommendations.

Analysis of Information Gathered from Respondents:

In the survey, the respondents have been asked 15 questions. The sample size of our survey includes 380 respondents which we have selected from the city of Karachi. In our survey, we have included the respondents from all age groups so that we can find out that among which group Rooh Afza is a more popular brand. The other details of the sample plan are included in the appendix attached to the end of this report

.The information generated from the survey of respondents is presented in the form of

percentages and graphical representation. Below mentioned are the results of questions asked in survey from the respondents.

Preferred Brand of Sharbat Among Different Age Group

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0%

10%

20%

30%

40%

50%

ROOHAFZA

SADABAHAR

Below 15,000 Rs

15,000 to 30,000Rs

Above 30,000 Rs

Q-1.Please identify your age below:Preferred Brand of Sharbat among Different Age Group

AGE GROUP ROOH AFZA JAM-E-SHIREEN SADA BAHAR OTHERSBelow 18 years 51% 31% 8% 10%

18-30 years 53% 24% 5% 18%

30-50 years 40% 38% 3% 19%

Above 50 years 37.5% 35% 20% 7.5%

From the above results it is clear that Rooh-afza is mostly liked by the age group of 18-30

Q-2.Kindly indicates your monthly income (family income, if student) below:Preferred Brand of Sharbat Among Different Income Group: INCOME GROUP ROOH AFZA JAM-E-SHIREEN SADA BAHAR OTHERS

Below 15,000 Rs 44% 34% 10% 12%

15,000 to 30,000 Rs 37% 36% 12% 15%

Above 30,000 Rs 41% 50% 2% 7%

Rooh-Afza is mostly bought by the lower class, since from the survey it is clear that respondents belonging to the income group of 15000 mostly use Rooh-Afza.that is 44%

0%10%

20%30%

40%50%

60%

ROOHAFZA

SADABAHAR

Below 18 years

18-30 years

30-50 years

Above 50 years

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Q-3.Respondents who like sharbat ?

Like 86%Like very little 9%Don’t like 5%

0%

10%

20%

30%

40%

50%

Half

One

Two

More than two

86% people like sharbat while there are other 5% that don’t like sharbat.

Q-4.Preferred Brand of Sharbat by Overall RespondentsBrand Preferred %Rooh Afza 46%Jam-e-Shireen 32%Sada Bahar 3%Other drinks(Tang, squash, Slice, Quice)

19%

0%

10%

20%

30%

40%

50%

Preferred %

Rooh Afza

Jam-i-Shireen

Sada Bahar

Other drinks(Tang, squash,Slice, Quice)

Current Market share of Rooh-Afza is 46% according to the result of our survey.

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Q-5.How do respondents feel after drinking their favorite sharbat?Feel very energetic 42%It eliminates your thirst 58%

0%

10%

20%

30%

40%

50%

60%

Feel veryenergetic

It eliminatesyour thirst

Mostly people use sharbat to eliminate their thirst, since only 42% of them use sharbat to feel energetic

Q-6. Is your favorite sharbat good for your health?Yes 35.5 %No 9%Don’t Know 55.5%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Yes

No

Don’t Know

Usually people don’t care about the impact of sharbat on health. Our result showed that 55.5% of respondent did not know about the health effects of their favorite sharbat.

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Q-7.To what extent are you satisfied with your favorite sharbatVery much satisfied 5%Satisfied 65%Dissatisfied 30%

0%

10%

20%

30%

40%

50%

60%

70%

Very muchsatisfied

Satisfied

Dissatisfied

Most of the respondent (65 % ) are satisfied with their current favorite sharbat, so we can say that there is an element of customer loyalty in sharbat consumers.

Q-8.What factor affects your choice of drink?Taste 71%Color 15%Contents 10%Packaging 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Taste

Color

Contents

Packaging

Taste remains the top most priority when it comes to choose the drink. Our results show that 71% of consumers like their favorite drink due to its delicious taste.

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Q-9.How many bottles of sharbat do you consume in a month?Half 33%One 47%Two 15%More than two 5%

0%

10%

20%

30%

40%

50%

Half

One

Two

More than tw o

47% of respondent use only One bottle of sharbat in a month. However 5% of respondent also use 2 bottle of sharbat in a month.

Q-10.Do you drink Rooh Afza?Yes 58%No 42%

0%

10%

20%

30%

40%

50%

60%

Yes

No

Rooh Afza still manages to capture most of the share as 58 % of the respondent said that they like Rooh Afza. However there are other 42% people who are the potential customers and strategies should be developed to capture this lot of customers.

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Q 11 . What do you like most about Rooh Afza? Taste 81%Color 5%Contents 7%After Effects 7%

0%

20%

40%

60%

80%

100%

Taste

Color

Contents

After Effects

81% of respondent like Rooh Afza due to its taste. It can be taken as a competitive advantage of Rooh Afza. The organization must look forward to keep the test and quality intact.

Q 12.Do you think the popularity of Rooh Afza has gone down in the market? Yes 53%No 24%Don’t Know 23%

0%

10%

20%

30%

40%

50%

60%

Yes

No

Don’t Know

This was the one of the most important question of our research. 53% people said that they think that popularity of Rooh Afza has gone down in the market,

But still there are 24% respondent who think that popularity of Rooh Afza has not gone down in the market.

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Q 13.What changes do you recommend in Rooh Afza?Packaging 37%Flavor 37%Color 13%Other( Advertising)

13%

0%

5%

10%15%

20%

25%30%

35%

40%Packaging

Flavor

Color

Other (Advertising)

There was a tie in between packaging and flavor (37 % & 37% ) when we asked about the changes that consumer want to see in Rooh Afza. It is clear that color and advertisement don’t bother consumer a lot.

Q 14.Do you think Rooh Afza is a healthy drink compared to Jam-e-Shireen, Naurus or Sada Bahar?

Yes 42%No 6%Don’t Know 52%

0%

10%

20%

30%

40%

50%

60%

Yes

No

Don’t Know

Most of the consumers ( 52 %) don’t know if Rooh Afza is good for health as compare to Jam-e-Shireen and Naurus. But still there are 42% of them who think that Rooh Afza is good for health.

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Q 15. If Rooh Afza comes in ready-to-drink packs, what would be your response?

I want to buy it 55%I don’t want to buy it 45%

0%

10%

20%

30%

40%

50%

60%

I want to buy it

I don’t want tobuy it

when we inquired about the response of consumer about Rooh-afza if it comes in ready to drink packs, most of them i.e 55% answered that they want to buy it. so in future organization can take any such steps if it is consider feasible.

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Analysis Of Information Gathered From Retailers:

In the survey of Retailers 10 questions are asked from them. Our sample size consists of 100 retailers which we have selected from various areas of Karachi including major super markets of the city. These retailers have provided us very useful information regarding Rooh Afza’s current position in the market.

Results of the questions asked from the retailers are shown below:These results are presented in the form of percentages and graphical representation.Q-1.Have you ever stocked Rooh Afza in your shop?

Yes 91%No 9%

0%

20%

40%

60%

80%

100%

Yes

No

This shows that 91% retailers have also stocked Rooh Afza in the past.

Q-2.Do you still stock Rooh Afza in your shop?Yes 82%No 18%

0%

20%

40%

60%

80%

100%

Yes

No

Rooh Afza is a well-known drink.82% of the retailer were not only aware of its name but they also accept that they stock Rooh-Afza as a must have product But in comparison with question 1 we can see that around 9% retailers who were having the Rooh Afza in the past, does not keep it now. It has taken the total number of retailers who do not keep Rooh Afza to 18%. While in the past it was just 9%.

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Q-3.How much they stock it as compare to other brands?

0%

5%

10%15%

20%

25%

30%35%

40%

Less than25%

Less than50%

More than50%

As compared to other brands like Jam-e-Shireen, Naurus and Sada Bahar, Rooh Afza is stocked more than 50% of over all stock by the retailers. Almost 40% of retailers said that they stock it more than 50% of overall sharbat products.

Q-4.How do you see current sales of Rooh Afza as Compared to the past?

Increasing 44%Declining 56%

0%

10%

20%

30%

40%

50%

60%

Increasing

Declining

According to retailers, sale of Rooh Afza is declining as 56 % of them agreed on it. Besides, we should keep it in mind that 53% of individuals also said that popularity of Rooh Afza is declining. So Hamdard organization should put its guards on.

Less than 25% 30%Less than 50% 30%More than 50% 40%

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Q-5.What do you personally think the reason behind the declining sale of Rooh Afza? Competition 60%Lack of Innovation 28%Other 12%

0%

10%

20%

30%

40%

50%

60%

Competition

Lack ofInnovation

Other

Most of the respondent (60%) thinks that Competition is the key reason behind the declining sale of Rooh-Afza. lack of innovation is also another factor that plays its parts.However, Hamdard should take competition seriously if it wants Rooh Afza to survive in the market

Q-6.What other competitive brands you have? Jam-e-Shireen 36%Naurus 12%Sada Bahar 14%All of the above 38%

0%

5%

10%

15%

20%

25%

30%35%

40%Jam-e-Shireen

Naurus

Sada Bahar

All of theabove

The major competitor of rooh afza is Jam-e-Shireen. 36% of retailers said that except Rooh Afza they also have Jam-e-Shireen. Naurus and Sada Bahar are also in the game but they are no where near Jam-e-Shireen.

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Q-7.How would you rate Rooh Afza as compared to other competitive brands?Average 32%Good 20%Better 24%Best 24%

0%

5%

10%

15%

20%

25%

30%

35%

Average

Good

Better

Best

24% retailer thinks that Rooh Afza is best as compare to other competitive brands. However, majority of respondent i.e. 32% rate Rooh Afza as an average drink while comparing it to other competitive brands.

Q-8.What brand of sharbat customer usually prefers? Jam-e-Shireen 32%Naurus 10%Sada Bahar 3%Rooh Afza 51%Other 4%

0%

10%

20%

30%

40%

50%

60%Jam-e-Shireen

Naurus

Sada Bahar

Rooh Afza

Other

51 % of retailers said that Rooh Afza remains the top brand when it comes to

consumer's choice.

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Q-9.What is your opinion about impact on sale if Rooh Afza is made available as ready to drink?

Very good 12%Good 52%No Impact 36%

0%

10%

20%

30%

40%

50%

60%

Very good

Good

No Impact

52 % of retailers think that making Rooh Afza available as ready-to-drink is a good choice. However 36% of the respondent also said that it will have no impact on sales of Rooh Afza.

Q-10.How do you compare the price of Rooh Afza to other products?Expensive 39%Not Expensive 61%

0%

10%

20%

30%

40%

50%

60%

70%

Expensive

Not Expensive

Rooh Afza is not considered as an expensive drink. 61% said that it is not an expensive drink as compare with other drinks.

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8. DETAILS OF INTERVIEW WITH THE MANAGEMENT OF HAMDARD ORGANIZATION:

We have conducted an interview with the marketing manager Sheryar Pasha in Hamdard organization regarding Rooh Afza product. He has been very much cooperative and helpful in providing the information. The following are his responses on the questions we asked:

IMPORTANCE OF ROOH AFZA FOR HAMDARD:

On the importance of Rooh Afza, he told us that Rooh Afza is the first brand which hamdard has introduced in Pakistan. This product has been attached with Hamdard even before the partition of sub-continent. So this states how important Rooh Afza is for the Hamdard organization. It constitutes 40% of the total annual sales of the company.

MARKET SHARE FOR ROOH AFZA:

According Industry Survey of Pakistan, Rooh Afza enjoys 70% to 75% of market shares in the red sharbat industry (not including other drinks) which includes competitors such as Jam-i-Shireen, Sada Bahar and Naurus.

RESPOND TO THE CHALLENGES OF THE COMPETITORS:

On asking this question, he told us that competitors have their own strategies and Rooh Afza has its own. Rooh Afza has always responded to their competitor’s challenges in the best positive way not by intimating them but by doing something new which is different from the competitors. They told us that they are in direct competition with the Jam-i-Shireen, Sada Bahar and Naurus etc and also have an indirect competition with the energized drinks such as Slice, Shezan etc but this does not include soft and carbonated drinks such as coke and pepsi.

HAMDARD ADVERTISING POLICY FOR ROOH AFZA:

We have mentioned during the interview that Rooh Afza promotional activities are very low as compared to other rival firms in the industry .On the answer to this question they told us that Hamdard main mission is to provide welfare services to the people of Pakistan to the extent possible which is one of their main reason for low advertising budget. Rooh Afza is a well known brand in Pakistan and its awareness is almost 100% which is why even with low advertising budget it is generating good profits for the company. This doesn’t mean that Hamdard is ignoring promotional activities for Rooh Afza as we all know the importance of advertising and promotion these days. Organization is working on increasing advertising activities for Rooh Afza in the coming days.

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POPULARITY OF ROOH AFZA IS IN A DECLINING MODE:

Hamdard organization doesn’t think that Rooh Afza popularity and market is declining in Pakistan. They told us that in 2008 Rooh Afza was awarded as the “Brand Icon of the Pakistan” by the government of Pakistan which has proven its popularity in the country. Their market penetration in Pakistan is 95% which is the most for any drink. It is available even in small villages. Rooh Afza in the global market is recognized as a brand image of Pakistan. However, the organization knows very well that for keeping the product sustained and popular in the market, one should be very much responsive to the changes taking place in macro and micro environment and Hamdard is well aware of it.

SCOPE OF ROOH AFZA IN THE GLOBAL MARKET:

Rooh Afza has also become a popular product in the global market. It is available in 27 countries and their major market is Middle East. In Mid East countries their target population is mostly the people who belong to sub-continent. Rooh Afza sales go up in these countries especially in the holy month of Ramazan. The Hamdard is trying to expand its target population in the foreign countries by focusing on those people who do not belong to sub-continent. Their objective is to make it well-known brand syrup in the eyes of foreigners by capitalizing on its strengths and benefits so that it can further strengthen its position in the global market. APPROPRIATE CHANGES IN THE ROOH AFZA FOR FUTURE:

On the question asked about the changes which we can see in Rooh Afza for making it a more prosper drink in the market, they told us that Hamdard is keenly interested in making Rooh Afza available in the ready to drinks packets so that it become more convenient for its customers to consume; they are able to drink it on urgent basis i.e. just open the packet or can and enjoy the refreshing taste.The organization is not in favor to change the color of the sharbat as the manager told us that Red color is the main characteristic and recognition of Rooh Afza. If we change its color, then it may be possible that its popularity will go down as its main recognition that is red color has been vanished.The organization is also working on making Rooh Afza available in sugar-free form for diabetes and aged people.

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9. RESEARCH FINDINGS

FINDINGS FROM INDIVIDUAL SURVEYS:

On the basis of the analysis of survey results for respondents, we have found the following findings regarding Rooh Afza:

Rooh Afza is more popular among the age group of 18-30 years.

Individuals having income around Rs.15000 mostly consume the product.

According the results of our survey, Rooh Afza enjoys market share of 46% which is not even 50% and also very much different from what organization has told us regarding its market share.

81% people likes Rooh Afza because of its taste which can be consider as a competitive advantage and strength of the Rooh Afza in the industry. The organization should not let the quality and taste go down in the market.

Only 42% respondents consider Rooh Afza a healthy drink as compare to Jam-i-Shireen, Sada Bahar and Naurus. Besides, we also came to know that most of the consumers gives the health effect of the sharbat a less priority.

53% respondents think that popularity of Rooh Afza has declined in the market. The reasons which they told us includes lack of innovation, increasing competition and changing preference of people .However ,competition was the reason on which most of them agreed to be the most important of all..

Almost 37% respondents have recommended that Rooh Afza should make changes in its color, 37 % people feels that it should be introduced in the market in different flavors with improved marketing and promotional activities.

55% of the respondents also wanted to see Rooh Afza in ready-to-drink packs. Most of the respondents who like Rooh Afza argued that during field-work in a hot summer afternoon, when they want to quench their thirst, they feel very disappointed when they are not able to have their favorite drink as it is not available in ready to drink form. Sharbats are mostly not available in ready-to-drink packs, but if Rooh Afza takes the initiative then it will be a great step for bringing innovation in the product.

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FINDINGS FROM RETAILERS SURVEY:

According to retailers which include large super markets and small stores, Rooh Afza is still the most preferable sharbat brand of customers enjoying 51% of market share according to survey results. But on the other hand due to increasing competition from other drinks which are in indirect competition with red sharbat industry, the total share for red sharbat has just left to 50% in current market. People rather buy fruit juices such as Nestle, Slice, Tango then red sharbat . Thus, on the basis of this, retailers told us that Rooh Afza’s sales has declined in the market to some extent as compared to the past. The brand which was enjoying 70% share of market in past, it has now gone down to 45% to 50% share as told by several retailers. Almost 56% retailers think that Rooh Afza popularity and sales has declined as compared to the past and 60% think that main reason for its declining position is increasing competition. We have also come to know from the survey that Rooh Afza is far behind in innovation than its competitors specially Jam-e-Shireen and other sharbats such as Quice which posses some distinctive features as compare with Rooh Afza.

32% people consider Rooh Afza an average sharbat as compare to other competitive brands. While conducting survey we have also come to know that Rooh Afza is not available in many small retails stores. This is because of less effectiveness of Hamdard Organization’s distribution channels. The organization distributors does not go to each and every market for distributing Rooh Afza ,but mostly they sale the sharbat in the wholesale markets from where the retailers can buy it on their own. That is why some of the retailers do not prefer to keep Rooh Afza in their stores.

Some of the retailers told us that rooh-afza does not offer good profit margin while other brands do. Some major super markets managers told us that Rooh Afza sales has also declined in the market because of less interest shown by the organization in the past few years in their dealing with the retailers.

Over the customer loyalty of Rooh Afza, retailers told us that if the do not have Rooh Afza, then people easily switch to Jam-e-Shireen without showing any hesitation. This shows that how brand image of Rooh Afza has also being affected by its declining popularity. People nowadays are easily switching brand over Rooh Afza. Choice of customers is continuously changing because of availability of different kind of drinks, juices and sharbats in the market and thus brand-switching over juices have become very easy. Although, we found with the help of the results of individual questionnaire that there is an element of customer loyalty as far as red sharbat industry is concerned, however, continuous change and innovation in the different products, available in the market, is minimizing the level of customer loyalty and consumers have started to care less about switching to other brands.

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According to some retailers, Rooh Afza has strong market in rural areas than in urban parts of country. In rural areas it is available in low prices as mostly poor-class people live here, but on the other hand the quality of the product is also of low-grade than one that is available in major cities.

52% Retailers believe that if Rooh Afza is made available in ready-to-drink packs, then the impact of such change on sales of the product will be quite beneficial.

The above analysis shows the current market condition of Rooh Afza that clearly states that Rooh Afza is still having the dominating position in the market but as compared to its past performance, its popularity has declined in the market.

RESEARCH FINDINGS FROM ORGANIZATION’S INTERVIEW:

The information provided by the organization deviates to some extent from the survey results. According to organization Rooh Afza enjoys 70% market share in the sharbat industry but according to our survey its market share is just 46% (from individual point of view) and 51% (from retailer point of view) in the current scenario. It looks like that the information provided by the Hamdard organization is based on the past records than the present market situation and has resulted in the biased opinion.

The organization has accepted that they spend very low on marketing and promotional activities of Rooh Afza as compare to other brands. But now organization is keenly interested in increasing the budget for advertisement and promotional activities. And in future better and improved advertisement and promotional activities of Rooh Afza can be seen.

According to Organization, Rooh Afza has also gained great popularity in the global market especially in the Mid-East countries and now its focus is on expanding its target population in these areas by making it a distinctive product from the international brands. No doubt, Rooh Afza is considered as Brand Image of Pakistan in the International sharbat market and has played a vital role in making the name of Pakistan recognizable globally.

Hamdard consider Rooh Afza as the core product of the organization. Organization thinks that its popularity has not declined ,but however with the continuous changing environment innovation and development has become necessary for the product to keep itself sustained in the market.

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10. COMPARATIVE ANALYSIS:

COMPARATIVE ANALYSIS WITH JAM-E-SHIREEN

From the results of survey, we can conclude that Rooh Afza still enjoys market leadership in the syrup industry, as it is most liked and consumed by the individuals. But its major competitor and great rival in the industry, Jam-i-Shireen, is also not far behind Rooh Afza in grabbing the market share. According to research findings, after Rooh Afza, Jam-i-Shireen is the most consumed sharbat brand. However, these days, Qarshi, the organization for Jam-e-Shireen, is putting great efforts on innovation and marketing of Jam-e-Shireen in the market. Jam-e-Shireen is spending more than Rooh Afza on its publicity and has also made valuable innovation in the product by introducing the product in different flavors and contents.

Rececntly launched syrups under the brand name of Jam-e-Shireen are:

Jam-e-Shireen lemon flavoredJam-e-Shireen calcium enrichedJam-e-Shireen sugar lite for heath conscious people.

On the other hand, Rooh Afza is still in the process of making innovations and changes are yet to come in its product, whereas Jam-e-Shireen has already brought these new products in the market. This product development strategy of Jam-e-Shireen can be a real threat for Rooh Afza in coming days, if these new syrups succeed in attracting a large number of customers.

Hamdard organization will have to come up with new strategies for Rooh Afza in order to counterattack Jam-e-Shireen approach for market penetration and development.

COMPARATIVE ANALYSIS WITH NAURUS AND SADABAHAR:

As Jam-e-Shireen is the major competitor for Rooh Afza, Naurus and Sada Bahar can be considered as minor competitors in the industry. According to the results conducted by survey, these two products constitute low market shares in the industry as compared to Jam-e-Shireen and Rooh Afza. Therefore, at present level, these two brands do not pose any severe threat to Rooh Afza, but, with the passage of time, these two brands will definitely emerge as major competitors in the industry.

COMPARATIVE ANALYSIS WITH OTHER ENERGIZED DRINKS:Energized drinks do not posses direct competition with Rooh Afza as they belong to different industry but still as indirect competitors they are harming and further can be detrimental to Rooh Afza in the overall beverage industry. Many new energized drinks entrants have entered into the market such as Fruitelly of National company, Olfrute and many others. These all new products in the coming days will pave the way to attract the large number of customers toward them which subsequently can have adverse effect on market of Rooh Afza.

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11. LIMITATIONS OF THE PROJECT

Following are the limitations which we have encountered during the research:The main problem in the research was conducting the survey with respondents and the retailers. As most of the retailers here in Karachi are mostly illiterate, therefore it become very difficult task for us to explain them each question of the questionnaire. Similarly many individuals also get problem in understanding some questions of survey.Some of the big supermarkets managers do not show willingness in responding to our questions. Their lack of interest has created problems for us in gathering the primary information.

We cannot find enough secondary data for Rooh Afza from internet and magazines. That is why our report focuses more on primary research information than secondary data research.

The Hamdard organization management has cooperated well with us in providing the useful information, but the information provided by them regarding market share is quite deviating from the results of our survey and results in biased data. The organization still considers that their product is enjoying 70% market share, but according to our survey results it is having only 45% to 50% market share. May be they have provided us the information keeping in view the past performance but not the current scenario. However, as mentioned earlier that our project is based on primary information , therefore a reader should go for the results provided by the survey analysis but not for the organization’s market share figure.

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12. CONCLUSION AND RECOMMENDATIONS

CONLUSION:

On the basis of the descriptive research which we have conducted to find out the market share and popularity of Rooh Afza, we have reached to the conclusion that Rooh Afza market share and popularity have declined in the market because of various reasons including increasing competition (both direct and indirect), lack of innovation, and low marketing and promotional activities by the organization. No doubt Rooh Afza still enjoys the dominating position in the sharbat industry as stated by our survey results, but as compared to the past its share has gone down. The product which was grabbing 60% to 65% market in the past has now gone to only 45% to 50% share.

The Hamdard organization will have to consider this problem seriously, because the product which generates 40% revenue for them is in a deteriorating position in the market. We can say that Rooh Afza still is having good sales in the market, but this declining popularity factor can affect it badly in the coming days. Hamdard needs to make some appropriate changes in the strategies and other elements regarding Rooh Afza in order to overcome the threats being posed by direct and indirect competitors and also to regain its lost position in the market.

RECOMMENDATIONS:

Following are some of the recommendations which can be vital for re-positioning of Rooh Afza in the market:

• Hamdard will have to make some innovations in the brand. As organization cannot change its color because they consider it as the core recognition of the product, but they can make some innovation in the flavor, contents and packaging of Rooh Afza. Rooh Afza can be introduced in different flavors just as Qarshi has recently introduced Jam-e-Shireen in different flavors and contents.

Rooh Afza quality is much better than its competitors (81 % people likes it because of taste) but with little innovations it can make itself more appealing and attractive product in the market.

• Rooh Afza can also be introduced in ready-to-drink packs. As mentioned in the findings, 55% people want to see Rooh Afza in ready to drink packs just like Nestle, Shezan and other juices juices. If these packets succeed in the market then such change will be very much helpful in boosting up Rooh Afza’s share and popularity. The organization should be very much careful in using the water for making sharbat in ready-to-drink packs. They will have to make it sure that the water they use is pure and clean from all aspects so that health-conscious people do not have any problem in having the sharbat in this form.

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• Hamdard organization will also have to focus on the marketing and promotional activities of Rooh Afza. Although it is well-recognized brand in the market, but these days advertising plays a vital role in boosting up the sales of any product. Since the last few months when we have started working on this report, we have seen a lot of advertisement of Jam-e-Shireen and other drinks on electronic media but very little for Rooh Afza. This shows how Rooh Afza lacks in the promotional activities. Although Rooh Afza has its page on social networking websites such as facebook etc, but still lot of efforts are required from promotional point of view to regain its past position in the market.

• The competition in the beverage industry is very severe. There are so many drinks, juices and sharbats available in the market for the individuals and each drink has attained better reputation than before. Therefore, in such a competitive environment, it is very much necessary for Rooh Afza to have good marketing and promotional activities in order to keep itself alive in the industry. According to our research, competition is one of the significant factor which have caused in the declined popularity of Rooh Afza. The main focus of Rooh Afza should be at first on strengthening its position in the sharbat industry and subsequently against other indirect competitors.

• The organization also needs to reconsider its distribution strategies. Because, during our survey we have come to know that many retailer have faced problems with the distribution activities of Rooh Afza. Distribution strategy should be aimed at making Rooh Afza available in all retail stores. The organization should also show more formality in their dealings with the retailers and super market owners.

These all are the recommendations which can be very much useful in the repositioning of Rooh Afza in the industry and for getting back the popularity which Rooh Afza has lost in the past few years.

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13. APPENDIX

SELECTION OF A SAMPLE:

TARGET POPULTION:

For selection of sample, our target population is:People of Karachi belonging to different age groups. As Rooh-Afza is popular among all groups of different ages, therefore it is very much important to cover the respondents in survey belonging to different age groups so that we can gather better findings regarding the project.

Our target population is:

Famous super markets in the city of KarachiLarge and small retail stores in different locations.

SAMPLING FRAME:

The sampling frame for our research project includes 8 different locations of Karachi city. In these locations we have surveyed individuals of different ages living in these areas and all the major super markets and retail stores situated in these locations.

Different areas of Karachi which have been surveyed are:

DefenceBahadurabadGulshanGulistan-e-JauharKorangiNazimabadGulbergFederal.B.Area

Since Rooh Afza is the product which is not so expensive therefore it is consumed by all class of people. So no matter in which area we go, we can gather very useful information for the product.

Different age groups were as follows:Age group No Of Respondents

Below 18 yrs 8018-30 yrs 10030-50 yrs 100Above 50 years 100

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SAMPLING UNITS:

From each area mentioned in the sample frame 45 individuals/households and 15 retail stores are sampled. These individuals and retailers are considered as sampling units.

From individuals 30 females and 15 males from each area are sampled.In this way we have got 480 sampling units.360 individuals and 120 retail sores.

Beside this, we have also sampled major super markets located in these areas. These are:Imtiaz StoreAgha’s Super MarketNaheed StoreMacroCSD Super MarketMetro

SAMPLE SIZE:The total sample size was 486 sampling units.Individuals: 360Retail Stores: 120Super Markets: 6

SAMPLING METHOD:

Individuals and retail stores are selected as sampling units through Probability sampling method. This type of statistical technique is most preferred in survey data collection method.

SAMPLE PLAN:

The type of survey used for gathering information from the respondents is Personal Interview. We have gone to each respondent and interviewed them personally

Individuals are interviewed at their homes.Retailers are surveyed at their shops.

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QUESTIONNAIRE DESIGN FOR INDIVIDUALS:

We are, MBA students of Karachi University Business School, conducting research on Rooh Afza. Please kindly help us in research by filling these questions.

1. Please identify your age below:a) Below 18 yearsb) 18-50 yearsc) Above 50 years

2. Kindly indicate your monthly income (family income, if student) below:a) Below 15,000 Rs.b) 15,000 to 30,000 Rs.c) Above 30,000 Rs

3. Do you like Sharbat?a) Yesb) No c) very little

4. If sharbat then which sharbat do you like most?a) Rooh Afzab) Jam-E-Shireenc) Sada Bahard) If other, specify

5. How do you feel after drinking your favorite sharbat?a) Feel very energetic b) It eliminates my thirst

6. Is your favorite sharbat good for health?a) Yes b) Noc) Don’t know

7. To what extent you are satisfied with your favorite sharbat?a) Very much satisfiedb) Satisfiedc) Dissatisfiedd)

8. What factor affects your choice of drink?a) Tasteb) Colorc) Contents

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d) Packaging

9. How many bottles of sharbat do you consume in a month?a) Half b) Onec) Twod) More than two

10. Do you drink Rooh Afza?a) Yes, if yes, refer to q.11 otherwise you can skip itb) No

11. What do you like most about Rooh Afza?a) Taste b) Colorc) Contentsd) After effects

12. Do you think the popularity of Rooh Afza has gone down in the market?a) Yes b) No c) Don’t know

13. What changes do you recommend in Rooh Afza?a) Packagingb) Flavorc) Color

d) If other, specify

14. Do you thing Rooh Afza is a healthy drink compared to Jam-E-Shereen, Naurus, or Sada Bahar?

a) Yes b) Noc) Don’t know

15. If Rooh Afza comes in ready–to-drink packs, what would be your response?a) I want to buy itb) I don’t want to buy it

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QUESTIONNAIRE DESIGN FOR RETAILERS:

1. Have you ever stocked Rooh Afza in your shop? a) Yesb) No

2. Do you still stock Rooh Afza in your shop?a) Yesb) No

3. How much do you stock Rooh Afza compared to Jam-E-Shereen, Naurus, or Sada Bahar?

a) Less than 25%b) Less than 50%c) More than 50%

4. How do you see current sales of Rooh Afza as compared to the past?a) Increasingb) Declining, If so, refer to question No.5 otherwise you can skip it

5. What do you personally think is the reason behind the declining sale of Rooh Afza?

a) Competition b) Lack of Innovationc) If other, specify

6. What other competitive brands you have?a) Jam-E-Shereen b) Naurusc) Sada bahard) All of the above

7. How would you rate Rooh Afza as compared to other competitive brands?a) Averageb) Goodc) Betterd) Best

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8. What brand of red Sharbat customer usually prefers?a) Jam-E-Shereen b) Naurusc) Sada bahard) Rooh Afzae) If other, specify

9. What is your opinion about impact on sale if Rooh Afza is made available as ready-to-drink?

a) Very goodb) Goodc) No impact

10. How do you compare the price of Rooh Afza to other products?a) Expensiveb) Not expensive

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QUESTIONNAIRE FOR HAMDARD ORGANIZATION:

The following questionnaire was used for conducting interview with Hamdard organization:

1. What importance Rooh Afza has as a product for Hamdard?

2. What measures Hamdard is taking to capture these customers, especially individuals suffering from diabetes?

3. Rooh-Afza is synonymous with red color do we have any possibility to see it in different color?

4. Does Hamdard have any such consideration to bring Rooh Afza in ready to drink packages?

5. What is Hamdard advertising policy towards Rooh Afza and what are the reasons behind it?

6. What percentage of market share Rooh Afza grabs as far as red sharbat is concerned?

7. How Hamdard has planned to respond to the challenges of competitors?

8. Do you think popularity of Rooh Afza has gone down as compared to past? What re the reasons?

9. What position Rooh Afza hold in the Global market?

10. What changes we may see regarding Rooh Afza in near future?

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REFERENCES:

TRANSITION OF ROOH AFZA FROM PAST TO PRESENTwww.scratchbags.wordpress.com

THE BRAND IMAGE / IDENTIFICATION OF ROOH AFZAwww.dostac.com Publisher Name: Sir Ahmed Khoso Zubair

Year of publication: 10- May 2010

COMPETITORSwww.qarshi.com/product

www.shangrila.com.pk/products.html

www.shangrila.com.pk/products.html

www.shangrila.com.pk/products.html

Published in the Express Tribune September 8th, 2010.

Thank You!

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