Afaqs: With the onset of summer, the clash between several beverage brands begins. Which brand is able to sell the most and who stays behind is a thing to see. According to a survey, parents go for a beverage chosen by the kids. Thus taking advantage of this news, Health and wellness company Hamdard (Wakf) Laboratories is targeting kids in the age group of four and seven.
Tarundeep Singh Rana Hamdard General Manager (marketing), “Kids are the key consumers and influencers for a natural drink like Rooh Afza as they constitute almost 35 per cent of the total population of India. According to the New Gen 2009 study conducted by Cartoon Network India, 41 per cent parents go by their kids’ opinion when it comes to choosing a juice, nectar or sherbet at a store.”
Rana further adds, “We will launch kid-centric consumer promotions by visiting schools; we will create drinks and desserts especially for pre-teens along with online promotion.”
Hamdard is looking forward to make Rooh Afza a year-long brand. For consumption after summer, it is being promoted as an additive. It recently initiated a pilot around highways, hospitals, malls (Big Bazaar) and tourist spots. “This year, the company will launch Rooh Afza dispensers (each will cost Rs 60,000) across Delhi and the national capital region,” informs Rana. To gain traction in the South, Hamdard is encouraging Rooh Afza with milk which makes it tastes less sweet.
The competition spectrum for a drink such as Rooh Afza is every beverage that goes into the stomach. Brand expert and Harish Bijoor Consults Inc CEO Harish Bijoor says: “Competition in this segment needs to be defined qualitatively, not quantitatively. Qualitatively speaking, Rooh Afza competes with every sherbet brand. It competes with every glass of lime-juice, lassi and sherbet that is consumed in summer and winter alike. It also competes with each glass of water.”
With brands like Pepsi and Coca-Cola also trying to come out with Indian flavors like mango and nimbu pani, the question is will Rooh Afza sustain the competition?