Repositioning of ": Rooh Afza"

REPOSITIONING
of
“ROOH AFZA”
Presented by:
Mah Bibi Agha
Tasneem Hasnain Quettawala
Ibrahim Ahmed Zuberi
Muhammad Fahad
INTRODUCTION
Rooh Afza is traditionally known for breaking
the fast during Ramadan. It has the potential to
be consumed throughout the year, in summer
season especially as it has the mix of natural
contents like herbs, flowers, aqua of fruitsa etc,
which reduces the thirst and provides maximum
utility in terms of freshness, energy, relaxation
on one part and taste on the other.
OBJECTIVE FOR REPOSITIONING
 Repositioning it as an energizer ROOH

AFZA
 The purpose for repositioning it is to
increase the usage of the product.
COMPETITORS
ROOH AFZA
DIRECT INDIRECT
Red bull
Jam-e-Shireen. Energile
Taskeen-e-Rooh. Glucose D
Shezan squash. Frost.
Tops squash. Nestle.
Mitchelles squash Shezan.
Tang.
Coke drinks.
Limopani
Other gas bottle
drinks.
Other juices.
PRODUCT STYLE AND DESIGN
 Rooh Afza will bring in to the pet bottle which is easily

to carry.
 Sachets are also being introduced

for the first time which is
really easy to use .
SEGMENTATION
Rooh Afza is now identified as an energy drink, which gives

energy instantly that also naturally. As it has all the natural
ingredients it is best for people who are engaged in sports
activities like professional athletes, students at
school/college/university level.
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:
• 13 – 35 (engaged in sports activities)
• 20 – 40 (field workers)
• 8 and above (no field required)
 Gender:
• Males and Females
DEMOGRAPHICS
 Income:
• 15,000 Rupees and above
 Occupation:
• Professional Athletes, Sportsmen,
Professionals, Students, Housewives
 Family Size:
• In Pakistan, the average family size is of
about 6-7 people per household
GEOGRAPHICS
 Location:
• Karachi
• Lahore
• Faisalabad
• Rawalpindi
• Multan
• Hyderabad
• Gujranwala
• Peshawar
• Quetta
• Islamabad
• Sargodha
• Sialkot
• Bahawalpur
GEOGRAPHICS
 Density:
• Urban & Suburban
 Climate:
• Since it is an energy drink it is not restricted
to a certain climate.
PSYCHOGRAPHICS
Life Style:
 Health conscious people.
 People those who avoid energy drinks which
have artificial flavorings and ingredients.
Social Class:
 Economical drink which can be afforded by
anyone.
BEHAVIORAL
 Occasions:
• It gives instant energy when the fast is broken
but now it will be used all round the year.
BENEFITS
 Rooh Afza as a nutrient

 Rooh Afza for essential electrolytes
 Rooh Afza for retention of body water
 Rooh Afza's medicinal properties
 Rooh Afza's soothing and refreshing properties
Usage Status
 Approximately 82%
Loyalty Status
People are very loyal towards the name “ROOH
AZFA ”, as it has been there since ages.
Attitude towards the Product
The attitude towards Rooh Afza is immensely
positive
MARKETING STRATEGY
PRODUCT
A refreshing and delicious drink good for sunstroke,
quenching the thirst, palpitation, nausea and other
summer complains
PRODUCT LEVELS
Core Product:
 A drink that quenches the thirst.
Actual Product
 Rooh Afzah Sharbat
PRICE
 Marketing objective i.e. market share leadership through price
penetration (lower price for getting maximum market share)
Size Price
Pet Bottle 300 ml. Rs. 40
Family Pack 500 ml. Rs. 170
Sachet 10 ml Rs. 5
PLACE
 Rooh Afza bottles and sachets would be

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.
PROMOTION
 PROMOTIONAL OBJECTIVES
 Increasing customer knowledge about the
product.
 Escalating customer liking for the product
PROMOTION
 PROMOTIONAL APPEAL
• In promotional appeal we will highlight main product
benefits especially for the new segmented market:
• It quenches the thirst.
• It gives energy to the body and mind.
PROMOTIONAL STRATEGIES
 Promotional Vans
 Promotional vans would be deployed on public places which
would distribute Rooh Afza.
 Contests
 Different contests among school/university going
students will be carried out in order to spread
awareness of Rooh Afza as “THE ENERGY
DRINK”.
PROMOTIONAL STRATEGIES
SALES PROMOTION
 Have a chance to win a 1000 CC Car by purchasing a
certain Rooh Afza bottle.
 Sales promotion will cover 15% of the budget out of the
total Promotion budget allocated
EVENT MARKETING
 Sponsoring sports events in
schools/colleges/universities
 Sponsoring Concerts
SWOT ANALYSIS
 STRENGTHS
 popular summer drink that quenches thirst, maintains
the water-electrolyte balance, and acts as an instant
source of energy for the body.
 It is a type of UNANI medicine which has zero side
effects.
 It acts as a coolant and enhances resistance towards
diseases.
 It is recommended by some doctors for weak and old
people.
WEAKNESSES
 A Company’s inability to maintain sales varying
with seasons e.g. low sale of Rooh Afza in
winters.
 Seasonal variations in sales
 Ever changing customer preferences like, now
customers ask for convenience
 Ever changing external environment.
OPPORTUNITIES
 As Rooh Afza is inexpensive compared to

other beverages, it can generate huge demand
and the revenue accordingly.
 Population is increasing by a considerable rate
per year, giving us another opportunity to
increase our market share.
 Rooh Afza has a supreme brand image in
people’s mind, it can go for line extension and
enter the category of pure juices and milk for
instance.
THREATS
 The biggest threat for Rooh Afza has always
been the competitors in the industry.
 Prices and the inflation rate is increasing day
by day , this reduces the purchasing power of
the customer and the lower income groups
could find it difficult to afford Rooh Afza which
would directly leave a negative impact on the
revenue.
CONCLUSION
 By repositioning Rooh Afza, it will boost its profit and
will get more level of customer satisfaction. The target
market of this product will mainly the sportsmen,
professional athletes, field workers, health conscious and
time oriented people which will increase sales in all
seasons. We will always try to provide its consumers with
the premium quality in hygienic conditions. We set its
price within the range of possible prices which determine
the market demand and cost, competitors cost

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Repositioning of ": Rooh Afza"

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REPOSITIONING

 Repositioning it as an energizer ROOH

 Rooh Afza will bring in to the pet bottle which is easily

 Sachets are also being introduced

Rooh Afza is now identified as an energy drink, which gives

 Rooh Afza as a nutrient

Pet Bottle 300 ml. Rs. 40

Family Pack 500 ml. Rs. 170

 Rooh Afza bottles and sachets would be

 As Rooh Afza is inexpensive compared to

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