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- Title
HAMDARD LABORATORIES: LAUNCH OF ROOH AFZA FUSION INTO THE READY-TO-DRINK SEGMENT.
- Authors
Saini, Kavya; Sharma, Gargi
- Abstract
Hamdard, a 100 years old brand of India, has decided to enter into ready-to-drink fruit juice by creating a brand extension of Rooh Afaza, with the name Rooh Afaza Fusion, in June 2020 Indian market. The company test-marketed the product in 2016 and launched the product in five flavours after understanding the consumers' preferences. The company is trying to influence the consumers with its brand name. Still, the competitors like Dabur with Real Juices, PepsiCo with Tropicana, and Coca-Cola with Minute Maid are posing a strong threat before Hamdard. The Case Study presents a picture of the unique proposition offered by Hamdard for the product-Rooh Afaza Fusion and an analysis of the factors shaping the industry's new rules. The consumers in India for this product category are also very demanding and diverse in their choices and preferences. Therefore, the company needs to address the issues for the newly launched product.
- Subjects
INDIA; PEPSICO Inc.; BRAND extension; COCA-Cola Co.; BRAND name products; FACTOR analysis; FRUIT juices; PRODUCT launches; CONSUMER preferences
- Publication
OORJA - International Journal of Management & IT, 2021, Vol 19, Issue 1, p1
- ISSN
0974-7869
- Publication type
Article