Post on 14-Oct-2014
transcript
Consumer Behavior
Tanveer Farooq 7509Rafay Farooqi
Sanam Habib JungPalwasha Bashir
Wajeeha Khan
Rooh Afza
History of Growth The Delhi-based Hamdard (Wakf) Laboratories, which
owns the Rooh Afza brand was founded exactly a century back in 1907
The setting up of modern laboratories and subjecting the various drugs to laboratory tests brought the Unani system of medicine on modern, scientific lines for the first time.
In 1940 Hakim Mohammad Said joined Hamdard and after the creation of Pakistan in 1947 at the age of 29 migrated to Pakistan, and in 1948 he established Hamdard Pakistan in Karachi on a modest scale. Hakim Said was a man of determination and rare qualities.
MISSION STATEMENTThe mission statement of the
organization clearly describes its reason for being, i.e;› 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
Brand Vision
A good quality Syrup not only quenching the thirst but also refreshing body and soul to provide ultimate satisfaction to
all consumers, enhancing their confidence.
INGREDIENTS
The contents of Rooh Afza are as follows:
Refined sugar. Distilled aqua extracts of fruits. Herbs. Keora. Citrus flowers. Rose. Red food Colour. Preservatives.
ROOH AFZA IN A NUT SHELL
Rooh Afza has many more therapeutic and nutritional qualities, the important ones of which are:
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: Stimulates and correct the function of
the heart, liver and kidney and check vomiting, diarrhoea, indigestion and stomachache.
Rooh Afza's soothing and refreshing properties: Acts on the central
nervous system and the rest of the body providing internal relief.
ROOH AFZA - WHEN TO USE
COMPETITOR ANALYSIS
MARKETING MIX (4Ps) Product Placement Price Promotion
› Tv› Radio› Newspaper› Digital Marketing
Youtube Facebook Fanpage
WORLD RECOGNITION AWARD
In 2007, Saveur magazine of USA, that is a world-renowned authority on food & leisure, has published a well-researched Saveur 100 list according to which Rooh Afza is the 10th most favourite brand on earth. It also used the title “Heavenly Elixir” for Rooh Afza owing to its quality fineness and excellence
SWOT Analysis
Strengths › A 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› Company’s inability to maintain sales
varying with seasons e.g. low sale of Rooh Afza in winters.
› Threats› Seasonal variations in sales› Competitors› 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 the 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.
Finding
SECTION A
Section A is more general and aim to provide us with general and non specific information where as Section B have questions related to our product i.e.
Rooh Afza only
This shows the variety of consumers we selected for our research project where the percentage of housewives is 49%. The reason for
selecting housewives more because housewives have better insight about Rooh Afza since its an household product.
Consumers
30%
12%49%
9%
professionals
Unemployed
Students
Housewives
Q1. Income
Q2. Family size
Most of the participants fall in the range of 5-10 members in a family. This gives a better idea about the product usage at home
because of family members rather than a person living alone.
Family Size
38%
59%
2%
1%
Below 5
5 to 10
10 to 15
Above 15
Q3. Drinks/juices that you consumed most?
Nestle juices and drinks are the most consumed drink in our research that is 36% of consumption followed by Coke that is 27% and Pepsi 18%.This result shows
that consumer is becoming more health conscious and would like to go for drinks that is rather natural and 100% healthy.
Drinks consumed
36%
5%
18%
27%
14%0%
Nestle
Shezan
Pepsi
Coke
Tang
Others
Q4. What are the factors that affect choice of your drink?
According to consumers the most important factor before buying any product is Taste that is 28% of the people.
The second most important factor is the price factor. third factor is quality which is also seek by the consumer. Family preferences has also emerged as a strong reason for consumers before buying any product.
18%
4%
3%0%
17%
21%
27%
0%10%
0%
Factors affecting choice of drink
Quality
Advertising
Brand Image
Cultural Values
Family PreferencePrice
Q5. Which drink quench thirst?
35% of the consumers here think that fruit juices quenches the thirst where as 28% of the people also think that Water (Others) is the only drink that quenches the thirst.
Which drink quench thirst?
35%
21%
16%
28%
Fruit Juices
Soft Drinks
Sharbat
Others
Q6. What is the first drink name that comes to your mind when you see a red drink?
This question has divided our consumer into 3 different choice categories with the strongest being Red Bull – the western energy drink which was
followed by Red- Sting (the pepsi co energy drink) and Rooh Afza held on to a modest 18% of recalls for red color drink.
First thing that comes to your mind when you see a red drink?
18%
28%43%
3%
3%
1%
4%
Rooh Afza
Sting
Red bull
Wine
Vimto
Jam-e-Shirin
Shani
SECTION BQ.7 Are you aware of Rooh Afza (Drink of the east)
Rooh afza’s brand recognition is 100% which is not very surprising because the product is in the market for more than 100 years and is a product which is a symbol eastern cultural heritage.
Are you aware of Rooh Afza?
100%
0%
Yes
No
Q8. Do you drink Rooh afza? (If no, please don’t proceed)
Do you drink Rooh Afza?
81%
19%
Yes
No
Q9. How often do you drink Rooh Afza?
As expected the result shows that the consumers are consuming Rooh Afza more in the traditional holy festives such as Ramadan, Eid Milad un nabi
etc.
How often do you drink Rooh Afza?13%
20%
44%
23%
Very Often
Often
Occassionaly
Rarely
Q10. How do you find Rooh Afza?
In the response to this question the consumer showed that they are relatively happy with Rooh Afza as a strong 52% of the people find Rooh afza good
while the rest were either extremely happy with it and there were few who don’t like Rooh afza much.
How do you find it?
52%
17%
8%
23%
Good
Better
Best
Just ok
Q11. How much are you satisfied with Rooh Afza?
Satisfaction level for Rooh Afza turned out to be good as most of the people find Rooh Afza as
satisfying or extremely satisfying/
How much are you satisfied with Rooh Afza?
22%
59%
13%
6%
Very much
Just satisfied
Not much
Dissatisfied
Q12.What should be changed in Rooh Afza?
49% of the people think the packaging of Rooh Afza should be changed although this packaging is air tight, keep Rooh Afza fresh
and this bottle doesn’t break either. This shows that people are looking more for auethetic and good looking bottle.
What should be changed in Rooh Afza?
49%
21%
2%
28%
Packaging
Flavor
Color
No change
Q 13 Do you think Rooh Afza is healthy?
Surprisingly a lot of consumer were of the view that Rooh is healthy which shows consumers perception of Rooh afza in health perspective.
Do you think Rooh Afza is healthy?
43%
24%
33%
Yes
No
Don’t know
Q14. What is the basic thing that you like about Rooh Afza?
The result here shows that the consumers just love the taste of Rooh Afza which shouldn’t be altered at any cost. Where as 21% of the
consumer love everything about Rooh and doesn’t want to change anything in it.
What is the basic thing that you like about Rooh Afza?
52%
6%
7%
4%
21%
10%
Taste
Color
Contents
After affects
Everything
Nothing
Q15. Would you buy Rooh Afza more if it was a ready drink?
This question was asked to check the response of the consumers whether the new Rooh afza would be able to capture the ready drink market or not.
But we got here is that many consumer that is 41% of the consumer said that they would buy Rooh Afza more if it was a ready drink.
Would you buy Rooh Afza more If it was a ready drink?
41%
33%
26%
Yes
No
I guess
Q16. Do you think Rooh Afza is an energy drink?
This was not shocking because before conducting a research on Rooh Afza, we knew that not many people know about Rooh afza being Pakistani energy drink. But it is called the drink of the summer because it gives you energy because of its medicinal ingredients in fact there are consumers who like
to drink Rooh Afza with milk to get energy from it.
Do you drink Rooh Afza is an energy drink?
35%
65%
Yes
No
Q17 Do you drink Rooh Afza only during the cultural festivals?
As expected that most of the consumers i.e. 73# of the people consume Rooh afza only during cultural festivals that is
Ramadan, milad un nabi etc.
Do you drink Rooh Afza only during cultural festivals?
73%
27%
Yes
No
Q18 If yes, why do you drink it only during the cultural festivals? Or if no then
why do you drink it? Because,
Our research proved that most of the people i.e. 31% consume Rooh Afza during cultural festivals because their family consumes it at
that time of event. Where as 28% of the people consume Rooh Afza (during or not during cultural events) because they love Rooh afza
You drink Rooh Afza because..
28%
13%
21%
31%
7%
I love it
Of cultural values
Its healthy
My family drinks it
I don’t know,I just drink it
RECOMMENDATIONS As it comes under the category of energy drink and has no side effects apart from
other energy drinks like red bull contains caffeine. The Drink has lots of benefits but due to some drawbacks Rooh Afza has become a restricted selling product.
A great number of the people think taste does matter. So the taste should never be changed.
The alteration they want in Rooh Afza is the major draw back i.e., its packaging. 49% of the people want the packaging to be changed only. The packaging should be aesthetic and beautiful
It increases the level of glucose in the body which makes consumer energetic so its one of the healthiest energy drinks that is why Hamdard should also position Rooh afza as a healthy drink and also because the people are now becoming more healthy conscious.
It comes under the category of low priced drinks and it is cheaper than its competitor mainly because Hamdard is a non profit organization and works for the welfare of people so Rooh afza’s prices should always be maintained.
It recognized as Ramadan drink perception of the people plus it gives instant energy. This position has lead rooh afza to uncountable years of bumper sales esp during the month of Ramadan and it is still doing it. This positioning is a million dollar asset of the company so it should be handled with care.