rooh afzal 4p's
TRANSCRIPT
PRINCIPLE OF MARKETING
PROJECT REPORT ON 4P’S
SUBMITTED TOMR.RIZWAN KHAN
SUBMITTED BYMUHAMMAD SAMIT ZAFAR
IMRANMIRZA AFFAN BAIG
SUBMITTED ONJUNE 4th 2010
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TABLE OF CONTENT
S.NO DESCRIPTIONPage No.
01 Acknowledgement 3
02 Letter of Transmittal 4
03 Executive summary 5
04Company and Product Profile of RoohAfza
6
05 Company and Product Profile of Jam-e-Shirin
7
06 Competitors 8
07 Marketing strategies And 4p’s 9
08 Recommendations 16
09 Conclusion 17
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LETTER OF ACKNOWLEDGEMENT
June 4th, 2010
First of all we would like to thanks to AL MIGHTY ALLAH
who give us enough strength to complete this report. This task
was assigned to us by our course instructor MR.RIZWAN KHAN
who also helped us out through out this project.
This report shows the current market position of ROOH AFZA
and Jam-e-Sherien The material compiled and presented in this
report is a result of exhaustive work.
This report has proved to be a great experience. For this, we
would like to thank our course instructor “MR RIZWAN
KHAN” for providing us with the opportunity, as well as her
guidance in the light of her vast experience.
Sincerely,
Muhammad Samit Zafar and group
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LETTER OF TRANSMITTAL
4th June, 2010
MR. Rizwan Khan
Course Instructor (Principle Of Marketing)
Hamdard University
Karachi
Respected Sir,
Kindly accept the accompanying Work Term Report entitled "4p’s”
Enclosed is our final report. This report is a briefing of our findings from
the knowledge and guidance which you have provided us. I have completed
the report on schedule and met all my proposed objectives within the
allotted time.
As promised, I have contributed my efforts in it more than my abilities.
If you have any questions and/or comments regarding the interpretation of
this report please feel free to contact. Thank you for your support in this
report, and we thoroughly enjoyed studying the course with you.
Sincerely,
Muhammad Samit Zafar & group
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EXECUTIVE SUMMARY
The objective of this report is to compare the two similar products and to find out their
strategies and the 4p’s of these products in comparison and to evaluate that which one is
better. We have taken Rooh Afza and Jam-e-shirein which are two similar drinks and
close competitiors of each other.
Rooh Afza is traditionally known for breaking the fast during Ramadan, the holy month
of fasting for Muslims. But it has the potential to be consumed throughout the year, in
summer season especially as it has the mix of natural contents like roses, herbs, flowers,
aqua of fruits and vegetables etc, which reduces the thirst and provides maximum utility
in terms of freshness, energy, relaxation on one part and taste on the other.
Now Jam-e-shirein another brand has also existing in the market with the same target
market which Rooh Afza has. They are the source of declining the sale of Rooh Afza
because people have now alternative and many people like Jam-e-shirien and switched
towards it.
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C O M PA N Y P R O F I L E O F H A M D A R D
This company is both in India and Pakistan because at the time of partition some brothers
migrated to Pakistan and setup shop there.
Hamdard, 'the global house of herbal products' is a household name in Pakistan and is
known worldwide having a very large product range. Hamdard is 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. The great man HAKIM
SAYEED established “Hamdard” in 1948.
P R O D U C T P R O F I L E O F R O O H A F Z A
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.
“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."
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C O M PA N Y P R O F I L E O F Q A R S H I
Shifa-ul-Mulk, Hakim Muhammad Hassan Qarshi started Matab Qarshi (clinic) 75 years
ago at the behest of the great poet Allama Muhammad Iqbal. In 1968 his youngest son
Mr. Iqbal Ahmad Qarshi started Qarshi Dawakhana (Cottage Industry), which has now
evolved into Qarshi Organization consisting of following entities:
Qarshi Industries (Pvt.) Ltd. is one of the largest natural products company in Pakistan.
From a humble Dawakhana, Qarshi Industries (Pvt.) Ltd. has emerged as modern,
successful and progressive company manufacturing & marketing leading brands like
Jam-e-Shirin, Johar Joshanda and Springley (Natural Mineral Water) apart from more
than 200 herbal products.
P R O D U C T P R O F I L E O F J A M - E - S H I R I N
A tasty, refreshing and efficacious drink.
Jam-e-Shirin is well known drink of the East and a brand leader from Qarshi Industries. Before the preparation of each bottle of Jam-e-Shirin, a scientific and stage-to-stage research is conducted on all the components of distilled concoctions, herbs, flowers and fruits that 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. Offering Jam-e-Shirin to guests is a tradition
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C O M P E T I T O R S
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Rooh Afza&
Jam-e-ShirinIndirect
competitorsDirect
competitors
Taskeen-e-Rooh.
Shezan squash.
Tops squash.
Mitchelles squash.
Red bull
Gastrode
Energile
Glucose D
Frost.
Nestle.
Tops.
Shezan.
Tang.
Coke drinks.
Limopani
Other gas bottle drinks.
Other juices.
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M A R K E T I N G S T R AT E GY & 4 P ’ S O F
R O O H A F Z A A N D J A M - E - S H I R I N
PRODUCT
You may feel thirsty or just want to have something that is a quick response to your thirst
is the drink Rooh Afza and Jam-e-shirin. These are the refreshing and delicious drinks
good for sunstroke, quenching the thirst, palpitation, nausea and other summer
complains. Following are the different levels of these two products.
PRODUCT LEVELS
Core Product:
A drink that quenches the thirst.
Actual Product
Natural Sharbat.
PRODUCT ATTRIBUTESRefreshing and delicious drink good for sunstroke, quenching the thirst, palpitation,
nausea and other summer complains.
PRODUCT BRANDING
Rooh Afza is a registered trademark of Hamdard Laboratories (WAQF) Pakistan,
where as Jam-e-Shirin is the registered trade mark of Qarshi group of industries.
PRODUCT PACKAGING
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Earlier both the products were introduced in the glass bottles but now for the consumer
ease and comfort these products are also available in disposable bottles which is very
easy to carry and use and now there is no such loss of bottle breaking.
PRICE
The following factors were considered in the pricing of Rooh Afza and Jam-e-Shirin
Marketing objective i.e. market share leadership through price penetration (lower price
for getting maximum market share).
Marketing mix strategies.
Costs.
Other organizational considerations.
The market and demand.
Consumer perception of price and value.
Competitor’s prices.
Other external environmental factors.
After considering the costs,
competitor prices, marketing
objectives, consumer perception of
price and other factors, the price
that have been decided are
appended below:
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Size Price
Family Pack 1000ml Rs. 115
The prices have been kept low as compared to that of competitors in order to attract a
large market and keeping in view the needs of outdoor workers. At this low price with
such high utility, no one would forego to buy and enjoy these drinks
PLACE
Rooh Afza and Jam-e-Shirin placed at all retail outlets in super markets throughout the
country. Keeping in view the target market, it will be made sure that it is available in all
the nearby general stores of playgrounds and parks.
The distribution will take place from the warehouses from where the distribution vans
will transport Rooh Afza and Jam-e-Shirin cartoons to the markets and deliver those
according to the order to the retailer right here.
Regional Sales Managers would be assigned this task to keep a check on the distribution
and supply management to make sure about the availability of products in designed
regions.
DISTRIBUTION CHANNELS
THE CHANNEL LEVELS
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PROMOTION
PROMOTIONAL OBJECTIVES
Escalating customer awareness of the product.
Escalating customer knowledge about the product.
Escalating customer liking for the product.
PROMOTIONAL APPEAL
In promotional appeal we will highlight 3 main product benefits especially for the new
segmented market:
It quenches the thirst.
It gives energy, vigor to the body and mind.
You can have it whenever you want because it’s ready to drink.
PROMOTIONAL STRATEGIES
The promotional strategy for Rooh Afza and Jam-e-shirin are consist of the following
sources.
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Customers
Retailer
Wholesaler
Stockade dealers
Zonal offices
Company
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Advertising.
Sales promotion.
Event Marketing
TARGET MARKET
Primary Target Market:
School/college/university students engaged in sports activities.
Professional Athletes
Club-level Athletes
Field Workers
Secondary Target Market:
All people who are health conscious
Anyone who enjoys sweet drinks
Occasional drinkers (like in Ramadan)
DEMOGRAPHICS
Age:
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13 – 35 (people engaged in sports activities / professional athletes)
20 – 40 (field workers)
8 and above (no field required)
Gender:
Males and Females
Income:
15,000 Rupees and above per Household (A Income Class of Pakistan)
Occupation:
Professional Athletes, Sportsmen, Professionals, Students, Housewives
Family Size:
In Pakistan, the average family size is 6-7 people per household.
Race:
Any
Religion:
Any
GEOGRAPHICS OF ROOHAFZA AND JAM-E-SHIRIEN
Location:
All over the Pakistan
Density:
Urban & Suburban & Rural
Climate:
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Since these drinks are refreshing drink which quenches thirst so it is not restricted to a
certain climate
PSYCHOGRAPHICS OF ROOHAFZA AND JAM-E-SHIRIEN
Life Style:
Health conscious people who exercise and avoid energy drinks which have artificial
flavorings and ingredients such as high content of caffeine, which is harmful for the
body. These kinds of drinks are especially avoided by professional athletes.
Social Class:
These drinks ROOHAFZA and JAM-E-SHIRIEN are economical drink which can be
afforded by anyone especially the middle and lower middle class. But the focus will also
on the high class customers
USAGE STATUS:
The usage of Rooh Afza in the market is approximately 75% which means that people
are still loyal towards RoohAfzah. But After RoohAfza, Jam-e-shirein has the second
big market in Pakistan.
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R E C O M M E N D AT I O N S
They should do their product line extension like with a separate product.
Enhance their ad campaigns through different broadcast media channels
Launch ad campaigns for different religious and cultural events in Pakistan.
Improve their advertisement by hiring the new generation celebrity such as
famous sports stars and athletes.
Change their packaging and bring their drink into sachet like tang and limo pani.
Organize different events for promotion
Provide sponsors
Earlier ROOH AFZA was in a pure quality but now due to its less consumption
they are not focusing on the quality and sugar is bit more as compare to the
previous quality so they must maintain their quality level at premium.
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Offer some discount or bachat schemes on the purchasing of more than 1 bottle.
Increase the sales through bumper prize offerings like buy the bottle and get a
chance to win 1000 cc car.
C O N C LU S I O N
Hamdard has the most prestigious name for the health care products. With the benefit of
the name Hamdard has been immensely successful with its drink “ROOH AFZA. The
technology Hamdard has, the domestic market situation and their international experience
will surely enable them to maintain their motto. The target market of this product will be
mainly the sportsmen, professional athletes, field workers, health conscious and time
oriented high class customers. By extending Rooh Afza, it will boost its profit and will
get more level of customer satisfaction. Hamdard uses refined sugar, distilled aqua
extracts of fruits and herbs that give it an exotic flavor. Hamdard always try to provide its
consumers with the premium quality in hygienic conditions. For Hamdard quality comes
first so it has equipped its labs with the latest and best quality machines. Hamdard has set
its price within the range of possible prices determine by market demand and cost,
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competitors cost, prices in which there is hardly any change. For promotion there will be
six billboards put up in different areas of the city, ads in newspapers and TV channels.
There will also be activities like sponsoring matches and concerts.
The opinion of people towards taste and freshness of Rooh afza is excellent. The overall
experience of people is good but this should be looked into as more customers are
satisfied and the more Hamdard’s goodwill would be enhanced
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