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Reintroduction of a product or marketing campaign after it has been discontinued for a period of time and then undergone some sort of improvement or change.
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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.