Authors

1. Dr. Gargi Sharma
2. Dr. Kavya Saini

Affiliation

• Associate Professor, International School of Informatics and Management, Jaipur
• Associate Professor, International School of Informatics and Management, Jaipur

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.

Keywords

Brand Extension, Ready-to-drink, Brand, Consumers

References

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