Executive Summary
The objective of this report is to apply the concepts and methods of marketing to a real world marketing opportunity. This exercise imparts a clear design and practical knowledge on the implementation of marketing strategies and plans. ‘RoohAfza’ has been selected as the product for the report because it is a traditional drink that has stayed relevant and is one of those rare brands that has a hold over consumers not because of marketing but because of its product. ‘Energy and health’ has been made the unique selling proposition for the brand. For this purpose, market research was done over a sample of 259 people using the questionnaire method. The market research data was critically analysed in order to make conclusions. In the trailing report the marketing strategy for RoohAfza has been mentioned to put these conclusions into practice. The target market, positioning, competition & product, pricing, placing, promotion strategy is specified to accomplish the goals in the best possible manner. The report covers SWOT analysis, PEST analysis and Porter’s Five Forces model to evaluate the current position of the brand itself. All possible areas and topics have been covered in the report that is necessary for repositioning ‘RoohAfza’.
Marketing Planning
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Lal Salaam - RoohAfza
Tables of Contents
Introduction……………………………………………………….... SWOT analysis.....................……………………………………….. PEST analysis.....................………………………………………… Porter’s Five Forces Model Analysis……………………………….. Hypothesis……………………………………...…………………… Methodology…………………………...………………………….... Survey Results and
