Brand Management Rooh Afza

Topics: Marketing, Coca-Cola, Soft drink Pages: 3 (400 words) Published: November 21, 2010
11/21/2010
1
Presented By:
Sumant Paul 09927824
Yogesh Sardana 09927825
ShreySharan09927826
S. Dinesh09927829
Ashish Rijhwani 09927910
Case Overview
• Concentrated drink made from fruit juices, flower extracts, common vegetables and hermetic Indian herbs.

• Invented by Hakeem Hafiz Abdul Majeedin the 19th century. •
• Marketed by the HamdardLaboratories, one of India`s largest health and wellness company.

• Maintained position in the market as a refreshing healthy drink •
• Stiff competition lately

• Therefore, it needs to undergo rebranding and repositioning to face this competition and increase its market share.

CURRENT BRAND POSITIONING:
• Drink has been positioned as a refreshing and thirst quenching drink, which provides added nutritional benefits.
• The content of its advertising themes has been constantly changing its focus over time. • Initially, the product was advertised as a relief from the energy sapping summers of northern India.
• Later it used the ‘natural’ plank to differentiate itself from the emerging fizzy drinks in the market.
• With the beginning of the 90s, the brand again moved to ‘oral re-hydration’ and started espousing its health benefits.
• In the latter part of the decade, the freshness, or ‘taazgi’, aspect became the central pillar for promotion with the health and values being moved to fine print. •
• India as a country offers the highest

• 10% of the global beverage consumption, which is the 3rd largest •
• The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million crates during off season. •
• The market is predominantly urban with 25 per cent contribution from rural areas. •
• Coca Cola and Pepsi dominate the Indian soft drinks market. •
Marketing Mix
Marketing Mix
1
2
3
4
5
6
7
811/21/2010
2
Marketing Mix
Marketing Mix
Porter’s Five Forces
Competitive rivalry within the Concentrate...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • brand management Essay
  • brand management Essay
  • Brand Management Dockers Essay
  • Essay on Brand Management
  • Brand Management Essay
  • Brand management Essay
  • Brand management Essay
  • Brand Management Essay

Become a StudyMode Member

Sign Up - It's Free