Brand and Advertising Management
‘Rooh Afza’
Submitted by:
Danish Aamir
Submitted to:
Sir. Arshad Awan
Contents
Hamdard and Rooh Afza ……………………………………………………………………………………………………………… 3
Brand value ………………………………………………………………………………………………………………………………… 4
Brand Elements …………………………………………………………………………………………………………………………… 5
Marketing of Rooh Afza ………………………………………………………………………………………………………………. 6
Consumer analysis ………………………………………………………………………………………………………………………. 7
Brand Equity ………………………………………………………………………………………………………………………………. 9
Brand Personality ………………………………………………………………………………………………………………………. 11
Brand Image ……………………………………………………………………………………………………………………………… 12
Conclusion ………………………………………………………………………………………………………………………………… 13
Hamdard and Rooh Afza
Rooh Afza is a concentrated drink formulated by Hakeem Hafiz Abdul Majeed –and
manufactured by the companies founded by him and his sons, Hamdard (Wald)
Laboratories, India since 1906 and Hamdard (Waqf) Laboratories, Pakistan, since 1948.
It is also made in Bangladesh by Hamdard Laboratories (WAQF) Bangladesh.
Right now Hamdard has approximately 100 products. The products are produced in three
different forms i.e. liquids, solids, and semi solids. The products range fulfills the health
requirements from all age groups i.e. from infants to aged persons. Hamdard has a full
range of medicines for the cure of various diseases. The different strategic business units
of Hamdard are as follows:
• Hamdard’s cosmetics,
• Hamdard’s sharbat/drinks.
• Hamdard’s herbal medicines.
Rooh Afza is traditionally known for breaking the fast during Ramadan. It has the potential to be
consumed throughout the year, in summer season especially as it has the mix of natural contents
like herbs, flowers, aqua of fruits etc, which reduces the thirst and provides maximum utility in
terms of freshness, energy, relaxation combined with great taste.
‘Rooh Afza’ is one of the traditional, non – alcoholic concentrated squash (sharbat) made with
fruits, herbs and vegetable extracts being consumed in almost all cities of Pakistan. It is a popular
concentrated squash mostly utilized for quenching thirst,The specific Unani recipe of Rooh Afza
combines several of popularly-believed flavour sherbets, cold milk drinks, ices and cold desserts,
such as the popular falooda. Cooling agents, like rose, and used as remedy for loo, hot summer
winds. It is sold commercially as syrup too.
Brand value
Trustworthiness, Cultural and Reliability – RoohAfza was the first red syrup that was
launched in the sub-continent and for more than 100 years, it has remained consistent in
delivering quality. People have been using it for generations and continue to do so because of the
immense satisfaction they have. Thus the trust and reliability factor is deeply rooted in
RoohAfza.
Togetherness – RoohAfza is perceived as part of a family tradition and it helps keep people
Together. Be it social gatherings, events or friends – RoohAfza is a drink that suits every
Occasion and anyone and everyone. This is clearly depicted in the Indian advertisements
Where the ‘togetherness’ value is evidently put across.
Healthy – The basic ingredients of RoohAfza makes it a healthy drink and therefore from
