Hamdard

Iffat Qamar (21) Areeba Muqtadir

(06) Syeda Hina Mir (58) Sadia Ashfaq (52)

Rooh Afza

Presented by

MISSION STATEMENT:• To preserve & promote eastern system of Medicine.• To establish the principles of pharmacy, its furtherance & standardization.• To teach & publicize the principles of health, hygiene & medical sciences And through these,• To serve the people selflessly.

START OF THE COMPANY: “HAMDARD” The global house of herbalProducts was established by HAKEEM SAYEED In 1948.

VALUE Hamdard have a portfolio of over 600 natural herb-based on Unani products

•Jam-e-Shireen.•Taskeen-e-Rooh.•Shezan squash.•Tops squash.•Mitchelles squash.

•Red bull •Gastrode•Energile•Glucose D•Frost.•Nestle

•Tang.•Coke drinks•Limopani•Other juices•.Tops.•Shezan

DIRECT COMPETITORS

INDIRECT COMPETITORS

Rooh Afza

MARKET SHARE

POSITION

1. AFFORDABILITY 13%2. AVAILABILITY 13%3. QUALITY 39%4. FAMILARITY 35%

GROWTH:• Hamdard is planning to scounting of partners in international market.• Hamdard is also working on launching skincare products.• The company plans are to reach a turnover of Rs 5 billion with a revenue growth 67%in coming years.

SBU: The different strategic business units of Hamdard are as follows:

1. Hamdard’s sharbat/drinks.2. Hamdard’s herbal medicines.3. Hamdard’s cosmetics.

Highmarketgrowth

rate

(Stars)

Joshina and other medicines

(?’s)

Amline hair oiland othermedicines andcosmetics

Lowmarketgrowth

rate

(cash cows)

Rooh Afza and different medicines

(dogs)

Peelo toothpaste and other cosmetics

High market share

Low market share

STRATEGIC BUSINESS UNITS:

MACRO-ENVIRONMENTAL FACTORS

• DEMOGRAPHICS • GEOGRAPHICS•Age: • 02 – 12 (KIDS)•13 – 35 (engaged in sports)•20 – 40 (field workers)•Gender:•Males and Females•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

•Karachi•Lahore•Faisalabad•Rawalpindi•Multan

•Hyderabad•Gujranwala•Peshawar•Quetta•Islamabad•Sargodha•Sialkot•Bahawalpur

• PRICE

BRAND

refreshing and delicious drinkgood for sunstroke, quenchingthe thirst, palpitation, nausea and other summer complains.

Size PricePet Bottle 300 ml. Rs. 40

Family Pack 500 ml. Rs. 170

Sachet 10 ml Rs. 5

Rooh Afza has a great distribution Channel and It is Rooh Afza has a great distribution Channel and It is available at almost every Retail Store Medical Store, available at almost every Retail Store Medical Store, Supermarkets of Pakistan.Supermarkets of Pakistan.

• PLACE

• PRODUCT

• USAGE STATUS

The usage of Rooh Afza in the market is approximately 82%

• BUYING DECISION BEHAVIOUR

•Habitual buying Behavior.

• LOYALTY STATUS People are very loyal towards the name “ROOH AZFA ”.

• ATTITUDE TOWARDS THE PRODUCT:

The attitude towards rooh afza is very positive.

• PRODUCT ATTRIBURES

• 100% pure• No side effects• halal• Natural ingredients

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)

SEGMENTATION

•Rooh Afza as a nutrient: •Rooh Afza for essential electrolytes •Rooh Afza's soothing and refreshing properties•Rooh Afza for retention of body water •Rooh Afza's medicinal properties

REASONS TO BUY FOR EACH SEGMENT

PROMOTION STRATEGY

PROMOTIONAL APPEAL

• 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

Some Channels of Promotion

1. ADVERTISEMENT.2. EVENT MARKETING.3. SALES PROMOTION.

ADVERTISMENT Newspapers Magazines Television

Billboards Promotional Vans Contests

EVENT MARKETING

• Sponsoring local street matches• Sponsoring sports events in schools/ colleges /universities• Sponsoring Concerts

SALES PROMOTIONTo increase the sales with the new target market,

Offers would be made to the customers.

THE MESSAGE

“AUR KIYA CHAHIYAY…”

PIYOO THANDA THANDABOLO MEETHA MEETHA…”

TRENGTH

EAKNESS.

PPORTUNATIES.

HREADS.

• Popular summer drink• It is made up my natural ingredient • It act as a coolant and enhances resistancetowards

diseases.

• 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 prefer

• Rooh afza is inexpensive compared to other beverages • 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.

•Rooh Afza has always been the competitors in the industry.•Inflation rate is increasing day by day, which reduce the purchasing power of the customer .

• It should target the international market also.• company should try to work for new flavours of rooh afza

• Company should sponsor matches and concerts.

• company should introduce dispensors of rooh afza in hospitals, shopping malls etc.. .