Strategic Brand Analysis

2014Submitted By:Haider Ahmed QaziFA14-RMS-027

Strategic Brand Analysis

THE EXORDIUM:In the name of Allah the most Compassionate the most MercifulPraise 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)

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.

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 StrategiesValuesBrief Description

PersonalitySincerityDomestic, honest, cheerful, genuine

Brand elementsSimple, Natural and LoveableCovering all generations.

NameRooh AfzaFamiliar and famous at the brand launching uphill now.

ColorRedNatural and herbal amalgam of juicy flowers like rose.

SymbolNot specific, but old packagingRed bottled plastic bottle which was once glass bottle

JingleRahat e janMashroob e MashriqIn Pakistan its Rooh Afza or kia chahye and Rooh Afza rahat e jan, Mashroob e Mashriq

LogoRooh AfzaTwo types of logo, one is in Urdu and other is in English

CharacterNo such characterBut Juhi chawla celebrity endorsement recently launched

SloganRooh Afza/ HamdardCooperate 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 forit which can prove closest towards housewives and urge them to shop for Rooh Afza while shopping FMCGs in retailer stores.

Jingle: Rooh Afza, rahate jaan. Mashroob e MashriqJashan manayeja lae aa Rooh AfzaSlogan: Aur kia chahye in Pakistan, jashan ka asli maza in IndiaMashroob 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 DemographicGeographicPsychographic Behavioral

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: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. 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:

ROOH AFZA INDIRECT COMPETITORSDIRECT COMPETITORSJAM-E-SHIREEN.NURUSMARHABA GULL BAHARSHEZAN ROSE SYRUPMITCHELLES JAME HAYATRED BULLGASTRODEENERGILEGLUCOSE DFROST.NESTLE.TOPSSHEZANTANGLIMOPANICARBONATED DRINKSOTHER 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 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 :

Serial No.Brand NameMarket shareImage

1HamdardRooh Afza47 %

2Quershi Jam e sheerein42%

3MarhabaSharbat e Gull bahar4%

4Darbaar foodsNurus4%

5Shezan Samarkand1%

6Mitchels Jame hayat1%

Perceptual Map And Brand Analysis Of Rooh Afza With Relation To Competitors:Serial noAttributesRooh AfzaJame sheereinGull baharNurusSamarkandJame hayat

1Price 442211

2Availability544231

PriceAvailability321451245JSRANRskGB

Serial noAttributesRooh AfzaJame sheereinGull baharNurusSamarkandJame hayat

1Quality552131

2Brand name543131

QualityBrand Name321451245JSRANRGBSK

Serial noAttributesRooh AfzaJame sheereinGull baharNurusSamarkandJame hayat

1Packaging 543121

2Taste 543133

PackagingTaste312452145NRSkJSRAGB

Appendix:

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