Rooh afza

Hamdard

            It was a century back that "Hamdard" was born in the bylanes of Delhi. In 1906, Hakeem Hafiz Abdul Majeed, a well-known Unani practitioner of his time, with his entrepreneurial instinct and missionary zeal established "Hamdard" to serve mankind. Unfortunately, Hakeem Hafiz Abdul Majeed did not live long to see his dreams take shape. After him, his son, Hakeem Abdul Hameed popularly known as 'Hakeem Sahab', took over the administration of Hamdard at the age of 14, in 1922.

Safi

Cinkara

Sharbat Rooh-Afza

Roghan Badam Shirin

Chyawanprash

No Promotion & advertisement drive

No Modification

Faulty Marketing policy

Poor Product positioning

No celebrity endorsing the product

Company diverted on exports sales, ignoring the domestic market.

Growing packed fruit juice market

(In terms of Packing, Product depth, assortments)

Re-Launch

Dominate unexplored syrup juice market.

Make a place in huge explored fruit juice market.

           "If you look at its colour, 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."

Presenting

100% Natural Taste

100% Healthy

Instant Ready to serve option

Available in various qty options

Available in 4 four identical flavors

Vegetable Extract (FOR COLOR).

Rooh Afza as nutrient In the form of invert sugar, glucose and fructose.

Rooh Afza for essential electrolytes In the form of sodium, potassium, magnesium, calcium, chloride and

phosphate. Rooh Afza for retention of body water

Has the ability to maintain and finally adjust the body's water balance due to the presence of electrolytes in balanced quantity.

Rooh Afza's medicinal properties Which stimulate and correct the function of the heart, liver and kidney

and check vomiting, diarrhoea, indigestion and stomachache.

Rooh Afza's soothing and refreshing properties Which act on the central nervous system and the rest of the body.

pomegranate

Premium

Plum

Blueberries

Instant (Ready to Serve)

Instant (Ready to Serve)

Rs 45/-(600ml)

Rs 70/-(1 ltr) Rs 10/-(200ml)Rs 25/-(500ml)Rs 50/-(1000ml)

Instant (Ready to Serve)

Rs 50/-(1Ltr)

Rs 5/-(20ml)Rs 10(50ml)

sachets

Customer

Retailers

Distributors

CustomersGeneral

Teenagers and Kids

General

Road Shows

Special camps @ Super Markets, Shopping Malls, Multiplexes

Free Samples

Tie up café day (Instant juice vending machines)

Free extra quantity.

Teenagers and Kids

Return 20 tetra packs(200ml) and get a Toy Free

Return 20tetra packs(500ml) and a watch Free

Free tattoos and stickers on purchase of Rs5/- sachets

“Rooh Afza Piyo Jadoo se Miloo Contest” (win a Chance to win Brand Ambassador Jadoo.

“Rooh Afza Piyo Jadoo se Miloo Contest”

Jadoo…

…

Distributors and retailers

Free Sales Aid (Window displays, kayos etc .

Window display contest.

Sales target contest.

Extended credit terms

Rural and Urban India

Profiles Of Media Type

General

Teenagers and Kids

General

Television

Radio

Print Media

Other Tools:

•Advst on School Fee Cards

•Advst on Games software

•Advst on School Transportation

Television

Radio

Print Media

Other Tools:

•Ad on Public transportation Passes

•Ad on Cable T.V subscription cards

•Balloon Advst

•Ad on Movie tickets

•Pop corn containers, paper bags etc.Teenagers and Kids

Cost Statement

Fixed CostR & D

Warehousing

Plant and Machinery

Other assets

2

1

5

2

In Crores

Variable Cost 1st Year

Advst & Promotion

Raw Materials

Other expenses

7

8

3 182nd YearAdvst & Promotion

Raw Materials

Other expenses

3

10

2 15

10

Initial Fund allocation 30 Crores

Price (instant) 1st Year 2nd Year 3rd Year

200ml (Price Rs10)

Estimate

25lakhs units 50lakhs units 75lakhs units

Revenue 250 lakhs 500 lakhs 750 lakhs

Rs 50/-(1000ml)

Rs 25/-(500ml) 5lakhs units 8lakhs units 15lakhs units

200 lakhsRevenue 125 lakhs 400 lakhs

Revenue

3lakhs units 7lakhs units 10lakhs units

150 lakhs 350 lakhs 500 lakhs

Strengths

The Biggest strength of the company is its established brand name in the market.

RoohAfza is already a popular well known product in the market with a label of “Good health Drink”.

RoohAzfa is an identical product in itself which has no strong competitors therefore the company can enjoy monopoly in the respective segment.

Opportunities

Unexplored syrup juice market.

For the first time sachets has been introduced which will generate us a huge revenue

Again, tetra pack has been introduced to acquire market share in the respective segment, which is a fast growing segment

Threats

Competition.