Strategic Brand Analysis

Submitted By:

Haider Ahmed Qaz

FA14-RMS-027

THE EXORDIUM:
In the name of Allah the most
Compassionate the most Merciful
Praise to ALLAH,
Lord of creation,
The Compassionate,
The Merciful,
The King of the judgment day, You
Alone,
We pray and to You Alone,
We pray for Your help, guide us to
straight path, the path of those to
whom You have favored, not neither of
those who have incurred Your wrath,
nor of those who gone astray. Amen.

(Al Quran)
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Acknowledgement:
One of the most important part of
writing a report is the acknowledgment
portion in which an opportunity is
created to thank those who always has
a strong contribution towards ones
efforts.
First of all I would like to thank Allah
almighty for blessing me with this
opportunity and for giving me courage
to complete this task. After Him I would
like to thank my Mother, whose prayers
are always behind my every
achievement.
Finally I would like to thank you Madam
Zeenat for your utmost knowledge
sharing and guidance. May Allah bless
us all. Amin.
4

Thanks
.

Strategic Brand Analysis:

Origin:
Rooh Afza under the brand of Hamdard has an elderly history as compared with Pakistan. It was
founded by a profound Hakeem (the top doctor of that era for subcontinent people) known as
Hakeem Abdul Majeed in 1907, who through his utmost knowledge and commitment, soon made
Hamdard as the most influential and leading industry of India in 1907. Under a strong cooperate
brand Rooh Afza proved itself to be the best brand with an efficient formula which has sustained
the brand for more than 100 years. These 10 decades of history has proved that there is no
alternative formula which can decline the brand up till now.
Its color taste and fragrance has attracted not only common people but also the sophisticated
class and created class of society which has strengthen its position among the market.

Self Branding Analysis:

Branding Strategy On Rooh Afza On Itself
Branding
Strategies

Values

Personality Sincerity
Brand
elements
Name
Color
Symbol

Simple,
Loveable

Brief Description
Domestic,
genuine

Natural

Rooh Afza

cheerful,

and Covering all generations.

Familiar and famous at the
brand launching uphill now.

Red
Not
specific,
packaging

honest,

but

Natural and herbal amalgam

of juicy flowers like rose.
old Red bottled plastic bottle
which was once glass bottle

Jingle

Rahat e jan
Mashroob e Mashriq

Logo

Rooh Afza

Character
Slogan

In Pakistan its Rooh Afza or

kia chahye and Rooh Afza
rahat e jan, Mashroob e
Mashriq
Two types of logo, one is in
Urdu and other is in English

No such character

But Juhi chawla celebrity

endorsement
recently
launched

Rooh Afza/ Hamdard

Cooperate logo of Hamdard

and Brand logo of Rooh Afza

Explanation
Personality:
Personality of brand falls under the Sincerity dimension of 5 dimensions of brand personality.
The reason is that the brand has an honest image in every market which always expresses the
genuine taste. Its consumers consider it as a cheerful brand and enjoy the domestic usage of it
with great loyalty. Thats why it most advertisement has an impact of sincerity and always target
the market in accordance with its personality.

Brand elements:
Rooh Afza has maintained an astonishing brand element which has now made all of these as an
alternative name of brand. The perception is now such that red color in any packaging recalls and
force consumer to give it the name of Rooh Afza. As you can see now days on Ashura days,
when people offer drinks or milk mixed with red color ingredient, the drinker can easily declare
the gradient as Rooh Afza without any inquiry. This can be called as the best achievement of the
brand so far which has made a perception of their brand so hard in the minds of consumers that
no other ingredient fell on their way while recognition stage of consumer for a brand.

Name:
The name Rooh Afza was created in 1907 which was very close to the minds of that time
consumers mentality and preferences. In 1907 people of subcontinent love to read newspapers
and magazines and among them Rooh Afza magazine was a famous weekly magazine. Some
Gurus also suggest that at that time Rooh Afza was taken from a famous legendary Masnavi
called Gulzar e Nasim, which posses Rooh Afza character as the main character of story.
Some also suggest that it was totally designed and invented under mind of Hakeem Abdul
Majeed. No matter which story is true, but the fact is that it was liked and accepted by the
consumers a lot and now it has a remarkable place in the mind share of consumers from any
generation.

Color:
The integrated mix of juicy flowers such as rose and keora along with herbal touch of many
ingredients finally made the color of Rooh Afza as Red. Red color has always got huge
acceptance in the minds of people. Some signifies it with bravery, some considered as a blood
enhancing and purifying supplement. All these preferences has blessed Rooh Afza with a unique
color that other brands and competitors face difficult to copy.
Red color has also made a perception for a brand without natural colors. Consumer also values it
which hesitate to go for artificially color mixing drinks and brands. Red color also made an
evidence that the brand is made with purely from juicy flowers like roses which are always
considered as good and near to the nature of people even from the Mughals era. The preference
of Arq e ghulab is a strong example for this argument.

Symbol:
No such specific symbol has yet been utilized but its red colored bottle in plastic (old was with
glass packaging) has taken as a symbol of brand by consumers itself.

Character:
Since the brand fall under sincerity dimension of brand personality dimensions, thats why the
brand always found difficult to choose one specific character for it. But as far as celebrity
endorsement is concerned, Rooh Afza has recently choose Juhi chawla for
it which can prove closest towards housewives and urge them to shop for Rooh Afza while
shopping FMCGs in retailer stores.
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Jingle:
Rooh Afza, rahate jaan. Mashroob e Mashriq
Jashan manayeja lae aa Rooh Afza

Slogan:
Aur kia chahye in Pakistan, jashan ka asli maza in India
Mashroob e mashriq in Pakistan.

Logo:
It works under two logos. One for Rooh Afzas own brand while other is the cooperate brand
logo of hamdard. Rooh Afza has two logos, one in English and other in Urdu.

Branding In Consumer Prespective:

Branding strategy in Consumer perspective
Benefit

Demogra
phic

Geograp
hic

Psychogra Behavior
phic
al

Integrated
healthy and
naturally
ingredients
with no side
effects.
Same taste
with
refreshing
taste.

Every age, all

genders and
no
discrimination
in occupation,
gender and
religion made.
Cover all
through one.

Both urban
and non
urban
availability
and almost
all provinces
are covered
specially hot
areas.

Starts from
lower,
strengthen
itself in middles
well enough
and spread
roots in uppers
too.

Provide the
best match
for those who
love natural
and herbal
products and
meanwhile
cashes the
diet
conscious
segmen too.

Benefits:
Side effects are almost seen in every beverages and drinking brands like coke, pepsi, spoiled
juices tastes and other demarketing campaigns but 10 decades of Rooh Afza has never been
passed through such an aggressive negative campaigns and negative word of mouth. Healthy life
style and fragrance of drink has made a mark in the mind share of consumers very well.

Demographics:
Age:
Rooh Afza is like by almost every age group. Its past 100 years of history has made it a multiple
generation brand. But it was said that young generation might not respond it due to brand like
tang and others but recently adds of young preference and its 47% market share in Pakistan has
eradicated this myth too.

Gender:
Male as well as female are consuming the brand at a great pace. But Rooh Afza through its
recent brand ambassadorship offering to juhi chawla has shown that females are their top
priorities specially house wives which would ultimately provide access to rest of its target
market.

Occupation:
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If you are employer or an employee in any organization, it doesnt matter. If you are human then
once you have drink that brand for sure. Small stalls to huge retailers, all offer the brand and
hence all walks of lives are targeted by the brand easily.

Religion:
It was not specifically made for any religion and is liked by consumers regardless of their
religion. But in Pakistan and India, it has got prime importance among Muslims and followers of
Islam due to its strong association of Ramadan advertisement and its refreshing and refilling
energy boost technique through efficient ads.

Income:
No matter one earn in millions or pennies, Rooh Afza is for everyone. The brand reaches to poor
as well as rich portion of the society. Hence catches all income levels.

Geographic:
The country Pakistan is blessed with every climate of the world and it is not wrong to say that
Allah has blessed the country with all 4 seasons. At a time at one end it has freezing cold and
other end it has boiled hot. Regardless of any province Rooh Afza is demanded at every region of
Pakistan and considered as a good serving material during occasions and gatherings. In places
like northern and southern Punjab and areas of Sindh has tremendous demand for the brand as
winter season is very short and people use to offer Rooh Afza drinks at cheaper rates for
passengers, small business areas, railway stations etc. Both urban and rural people enjoys the
brand a lot and consider it as a refreshing and cooling agent in extreme summers.

Psychographics:
It starts from lower class, strengthen itself in middles and spread its roots in upper classes. The
upper class may hesitate because of their image and status. Since in middle class it is highly
entrenched thats why uppers may favor other brands and fresh juices over the brand. But again
in Ramzan its very difficult for them too to get out of the strong aftaar association of Rooh Afza.
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Lower and middle classes prefer it due to its healthy taste, flavor unique color and touchy
fragrance.

Behavioural
Earlier era was the era of powerful and herbal ingredients. People use to prefer what is natural
and healthy for their health. Consumers prefer those drinks that are impurity free. Rooh Afza
through its natural taste and healthy ingredients won the hearts and sustained it throughout the
time span. Today era is health conscious. Once again due to herbal and natural ingredients Rooh
Afza successfully grabbed the attention and buying preference of consumers through avoiding
coloring agents in its manufacturing and through maintaining the quality which hinders its
consumers to shift.

Strategic Brand Analysis In Competetors

Prespective.
Rooh Afza has two types of competitions. One is direct and other is indirect. Indirect competitors
are carbonated drinks, juices and energy drinks as some brands shown in the figure below. But
here our concern is with the direct competitors in specific industry of red syrup. Some are
mention in figure below:

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ROOH AFZA
DIRECT COMPETITORS

JAM-E-SHIREEN.
NURUS
MARHABA GULL BAHAR
SHEZAN ROSE SYRUP
MITCHELLES JAME HAYAT

INDIRECT COMPETITORS

RED BULL
GASTRODE
ENERGILE
GLUCOSE D
FROST.
NESTLE.
TOPS
SHEZAN
TANG
LIMOPANI
CARBONATED DRINKS
OTHER JUICES.

Direct competition:
Since here the concerning competitors are the direct competitors that are in red syrup industry,
thats why strategic brand analysis would be taken on the comparison of Rooh Afza with the
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direct ones. For the purpose of which, lets examine what the market share brands are holding in
red syrup in respective industry:
On an average sales from 2006, rough analysis has been made which has extracted following
data :

Sales

Gull bahar; 4%

Nurus; 4% Samarkand; 1% Jam e hayat; 1%

Rooh Afzah; 47%

Jam e Sheerin; 42%

Seri Brand Name

al
No.
1 Hamdard
Rooh Afza

14

Market share

47 %

Image

Quershi
Jam e sheerein

42%

Marhaba
Sharbat e Gull
bahar

4%

Darbaar foods
Nurus

4%

15

Shezan
Samarkand

1%

Mitchels
Jame hayat

1%

Perceptual Map And Brand

Analysis Of Rooh Afza With
Relation To Competitors:
Seri
al
no

Attribut
es

Price

Availabilit
y

16

Roo
h
Afz
a

Jame
sheer
ein

Gull Nuru
bahar
s

Samarka
nd

Jame
hayat

GB

RA

JS

sk
1

NR

3
2
1

Availability

17

Price

Seri
al
no

Attribut
es

Quality

Brand
name

18

Roo
h
Afz
a

Jame
sheere
in

Gull
bahar

Nurus

Samarka
nd

Jame
haya
t

SK

GB

19

Seri
al
no

Attribut
es

Packagin
g
Taste

20

Roo
h
Afz
a

Jame
sheere
in

Gull
bahar

Nurus

Samarka
nd

Jame
haya
t

GB

RA

21

JS

Appendix:

Sk

NR

1
Taste

22

Packaging