MKT465.6_Group.The-A-team_RoohAfza.docx - Course MKT 465...

This preview shows page 1 - 5 out of 13 pages.

Course: MKT 465; Brand Management Group: The “A” Team; Section: 6; Semester: Summer 2018 Rebranding RoohAfza Submitted To, Ms. Narmin Tartila Banu (NTB) Senior Lecturer, Dept. of Marketing and International Business School of Business and Economics North South University. Submitted By, 1. Md.Merajul Islam 143 1089 630 2. Mutaseem Akil 143 0948 630 3. Farhan Shahriar 143 0663 630 4. Md. Anisur Rahman Jahin 151 1968 630 5. MD Mohtasim Neaz 133 0381 630 Date: August 29, 2018
29 August 2018 Narmin Tartila Banu Lecturer, Dept. of Marketing and International Business (BBA) North South University. Subject: Submission of report on re-branding with re-launching RoohAfza. Dear Madam, By the blessings of Almighty, we are able to accomplish our task according. The way you advised us and make us understand about how to do things perfectly that is totally tremendous. We tried our level best to implement your valuable lectures in each and every portion of this report. This report paved the way to build a relationship between book knowledge and practical world. We think, without your friendly assist making this report would be impossible. At last, we want to thank you for your helping hand and do apologies for any kind of mistake. Sincerely yours, Md.Merajul Islam Mutaseem Akil Farhan Shahriar Md. Anisur Rahman Jahin MD Mohtasim Neaz
Contents I. Background ............................................................................................................................... 1 Industry Background ................................................................................................................... 1 Competitive landscape ............................................................................................................... 1 Company Background ................................................................................................................. 2 SBU Description .......................................................................................................................... 3 STP and 4Ps (current) .................................................................................................................. 3 II. Rationale for re-launching .................................................................................................. 4 Performance of SBU .................................................................................................................... 4 Problem with SBU/Reason of re-launch ...................................................................................... 5 III. Strategy and tactics ............................................................................................................... 5 Present brand resonance vs proposed: ....................................................................................... 5 STP and 4Ps (proposed) .............................................................................................................. 8 IV. References ............................................................................................................................... 10
Background Industry Background Hamdard's RoohAfza is basically a syrup and supplies them in bottles made of glass and plastic. This syrup is used in water or milk to prepare juice to drink or different foods for flavour. So, it can be said that this company belongs to the juice and beverage industry in Bangladesh. There are plenty of other popular companies like Aarong, Pran, Sanjeev, Acme and so on who offer products that are considered as juice brands in Bangladesh. This industry is large and essential for the economic growth and welfare of the society . Competitive landscape For this topic both Industry analysis and competitors' position are analyzed. Industry Analysis: As the number of companies is high, so the industry is competitive. Worldwide popular juice manufacturing brands like Cyprina, Malee, Starjus, Hosen, and Tropicana along with local brands like Pran, Aarong, Acme, and Sajeeb, Starship are holding the most of the shares in the market according to the research. This industry is very lucrative and still growing. Top brands are trying to reach each corner of the nation due to high demand of their products. Rooh Afza has already created a positive image about the brand in peoples’ mind. Customers have trust on this brand as they know it from a long ago as a good brand. The market is big and have enough scope to grow in perspective of RoohAfza. The amount of products are being sold daily is quite satisfactory for the companies.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture