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Topic:“Understanding Marketing and Marketing Process”

NOTE: There is no grace period in case of GDB




Learning Objective:




The main objective of this activity is to acquaint students with the basics of marketing mix concept.




Learning Outcomes:




After attempting this assignment students’ vision will be widened enough to tackle and formulate marketing mix strategies for an organization that is keen to extend its brand portfolio.








RoohAfza, (a renowned energy drink) is a product of Hamdard Pakistan. It is considered to be iconic and national drink that is commonly served in majority of the houses across Pakistan and also beyond border. The consumption of Roof Afza reaches at peak during Ramadan and in summers as, its cooling effect instantly quenches the thrust.  Due to its vigorous ingredients, it gives the body instant freshness and soothing affect. There are several ways in which Rooh Afza is commonly served such as; it is excessively consumed by kids while mixing in milk and yogurt. It is also consumed in making ice creams and other sweet dishes.




The Case:




RoohAfza has recently make an addition in its product line and introduced a frizzy red drink named as “GO”, which is a carbonated version of RoohAfza. At the moment, Rooh Afza Go will be served to the passengers of Pakistan International Airline (PIA). Rooh Afza Go is launched right before the beginning of Ramadan which is indeed a very perfect and timely decision made by Hamdard. While thinking of carbonated drinks few names suddenly pop up in our mind such as Dew, Coca Cola, Fanta, Pepsi etc. Now the question is that “How will Rooh Afza Go will compete with these highly remarkable and renowned fizzy drinks?” As Jam-e-Shirin (which is a major competitor of RoohAfza and produced by Qarshi Laboratories) had also launched its carbonated drink but its taste did not hit success among target market therefore, Qarshi stopped producing it. At the moment, the most demanding drink in this category is Pakola, which is competently serving its consumers through both carbonated and non-carbonated drinks. Introducing “GO” initially to the PIA passengers, Hamdard is probably testing the demand and likeability of this new variant. Hamdard did not advertise this new variant through any media as yet. Considering this fact, this new variant needs to be properly advertised in order to hit the marketplace and being successful.








Being a student of Principles of marketing, you are required to suggest the probable marketing mix(4Ps) for “GO” by RoohAfza so that it may hit success within the consumers. Provide your answer in detail.









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