Promotional plan Ready to Drink Rooh Afza

Kinnaird
College for
Women
FINAL PROJECT
PROJECT MANAGEMENT

PROMOTIONAL PLAN OF
READY TO DRINK ROOH AFZA

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Promotional plan Ready to Drink Rooh Afza

Executive Summary
This project suggest the promotional plan of a newly designed product of Hamdard Company
‘Roohafza Ready to drink’ to be launched in major cities of Pakistan i.e. Lahore, Karachi, Quetta
and Islamabad. The basic aim of the company is to initially flood the market with the product
and grab the market share, because it is the new market to be explored. The company has been in
business for quite some time, has a strong market share and it is known for its quality products
so, introducing a new innovative product in the market will have positive effects on the positive
positioning of the brand.

A promotion plan is designed that outlines the promotional tools or tactics are planned to
accomplish marketing objectives defined by the marketing department of company. The project
charter is well defined with the scope and objective of the project. The project has the time line
of designing a plan before the summers of 2011 and a launching date is also given of 23rd March,
2011. (Its assumed that the promotional plan designing will commence from 1st Feb 2011). The
work break down structure is well explained with the timeline. The risk faced by the project will
be of trading the new sales person. The report further deals with the financial and feasibly report
of the project too. The Planning phase in the end keeps in view the risk plan; communication
plan, quality plan, procurement plan and suppliers contract details.

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TABLE OF CONTENTS

CONTENTS PAGE #

1. Initiation 6

Product 8

1.1. Develop Business Case 9

1.2. Perform Feasibility Study 11

1.3. Establish Project Charter 15

1.4. Appoint Project Team 18

1.5. Set up Project Office 19

1.6. Perform Phase Review 20

2. Planning 21

2.1. Develop Project Plan 23

2.2. Develop Resource Plan 25

2.3. Develop Financial Plan 27

2.4. Develop Quality Plan 30

2.4.1. Develop Assurance Plan 30

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2.4.2. Quality Control Plan 31

2.5. Develop Risk Plan 32

2.6. Develop Acceptance Plan 33

CONTENTS PAGE #

2.7. Develop Communication Plan 34

2.8. Develop Procurement 34

2.9. Contract Suppliers 34

2.10. Perform Phase Review 35

Conclusion 36

Reference 37

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1. INITIATION

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Promotional plan Ready to Drink Rooh Afza

Rooh Afza is a popular concentrated sharbat ( a refreshing drink) invented by Hakeem Ustad
Hasan and manufactured by the companies he founded, Hamdard (WAQF) Laboratories, India
and Hamdard (WAQF) Laboratories, Pakistan, since 1907. It is also made in Bangladesh by
Hamdard Laboratories (WAQF) Bangladesh.

Rooh Afza is launching a new product under the name of ready to drink Rooh Afza. it is an
instant drink. Rooh Afza is introducing its product in major cities of Pakistan. A professional
team is organized within the organization whose responsibility is to promote the product within
Lahore. These teams are given allocated budget and resources and time limit till 23 rd March,
2011(before 2011 summers start). The basic aim of the company is to initially flood the market
with the product and grab the market share, because it is the new market to be explored. The
company has been in business for quite some time, has a strong market share and it is known for
its quality products so, introducing a new innovative product in the market will have positive
effects on the positive positioning of the brand.

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PRODUCT

“READY TO DRINK ROOH AFZA

AS YOU WANT WHEN YOU WANT”

In order to serve people in the best possible way and meet their satisfaction and convenience
Rooh Afza is now available with an innovation; i.e.

“READY TO DRINK ROOH AFZA”

Selling price Rs 15

FEATURES

1. An instant refreshing drink which is good for health.

2. light weight
3. easy to handle
4. available in unbreakable plastic bottle
5. Available in ready to drink form

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6. Available in three different flavours

SIMPLE REFRESHING TINGE OF LEMON DIET ROOH AFZA

 SIMPLE REFRESHING DRINK:

This delicious refreshing drink contains: refined sugar, distilled aqua extracts of fruits, herbs,
keora, water, citrus flower and rose, permitted red food color and preservatives.

 ROOH AFZA WITH A TINGE OF LEMON:

It is available with an additional taste of lemon which makes it more refreshing and energizing

 DIET ROOH AFZA:

In this era of style and fitness, people look forward to diet products. Catering the needs of diet
conscious and elderly people suffering from diabetes or other health issues, this product provides
refreshing drink with low sugar and calories. Canderel is the alternate content to refined sugar in
this form.

PRODUCT PACKAGING
As people are becoming more and more health conscious day by day and are seeking
convenience so ready to drink Rooh Afza will be packed in 500ml plastic bottles.

PRODUCT LABELLING

The labeling of the product will highlight its main attribute; i.e. “Ready to Drink” along with its
brand name and identity.

1.1. DEVELOP BUSINESS CASE

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Promotional plan Ready to Drink Rooh Afza

This launching of Rooh Afza will help the company explore new markets which were not tapped
before. The advertising will help the company to increase the sales of the new product which will
generate profits for the company and will help the company to increase its market share in major
cities of Pakistan, i.e. Lahore, Karachi, Islamabad and Quetta. As the product is new and
innovative the company can adopt skimming pricing strategy i.e. the company can offer the
product at reasonable price but distribute the product diversely which is to promote the product
in every nook and corner. This will help the company to penetrate the unexplored market and be
the leader of the market which is the market leadership strategy.
There are four types of media options through which the product can be promoted.

The choices are

• Advertising

• Marketing Collateral

• Promotional activities

• Media Relation Campaigns

In print media the company can place ads in news papers and magazines, brochures and banners
etc. The cost in this media includes the printing cost of the banners and brochures which
includes the cost of paper and distribution cost. Placing an ad in magazines and newspaper is
calculated as per day. Although the cost incurred per audience is low but the response of the
audience cannot be recorded directly.

Promotion by electronic media includes giving advertisements on TV, internet and radio which
includes the cost of making an ad, producing it and selling it to the different channels. This cost
is very high but the cost as per audience is less.

In store promotion includes giving out free samples, placement of the product on shelves,
recording the response of product directly and persuading the customer to buy the product there
and then. This will help the company to record and evaluate the responses. On the spot selling
will help the company to control and monitor the response of the customer and improve the first
time experience of the client. This will help the company to reduce the intangibles cost of

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recording the direct response of the customer. The team will use the in store promotion and a
little of print media. The decisions have been improved by the brand manager and the fund is
allocated to proceed with the project.

A promotional activity as event sponsoring includes sponsoring and organizing different events
and educating the customers about the new product which is ready to drink Rooh Afza. The
events which Rooh Afza will sponsor will be social events, events for a cause and also events
like mother’s day, children day, earth day etc. A campaign is your overall plan for contacting and
staying in touch with targeted members of the media (reporters). You want to develop a media
relations campaign if it would benefit your company to be mentioned in newspaper, magazine or
TV broadcasts viewed by the target audience. Developing press releases, press kits and public
service announcements could be included in your media relations campaign. This will require
only 3-5 days as revising the campaigning that Hamdard had already adopted.

1.2. FEASIBILITY STUDY

Following is the feasibility report made in which in store promotion is chosen as the best option.

FEASIBILITY REPORT

1. DESIRABILITY ANALYSIS OF THE AVAILABLE OPTIONS:

A. THE FOLLOWING TABLE DELINEATES THE AVAILABLE OPTIONS FOR PROMOTIONAL CAMPAIGN OF
READY TO DRINK ROOH AFZA.

Option Description

Advertising  Print advertising such as that in programs for

events, trade journals, magazines, newspapers
 Ads on radio
 Outdoor advertising, such as billboards and
bus boards

 Broadcast advertising on radio and TV (or

Internet sites)

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Marketing Colleteral  Ads in newspaper,

 brouchers,
 newsletters
 flyers

Promotional activities
 posters
 Sponsorships for special events (like fun runs)
 Participation in community projects and boards
of directors
 Give-aways (like caps and mugs with logo)
 Coupons and free samples

Media Relation Campaigns
 Conducting contests
A campaign for contacting and staying in touch
with targeted members of the media (reporters).
You want to develop a media relations campaign if
it would benefit your company to be mentioned in
newspaper, magazine or TV broadcasts viewed by
your target audience. Developing press releases,
press kits and public service announcements could
be included in your media relations campaign.

B. THE FOLLOWING TABLE SHOWS THE PRIORITIZED LIST OF THE OPTION GIVEN ABOVE.

Option Priority ranking

Promotional activities 1st priority

Advertising 2nd priority

Marketing Colleteral 3rd priority

Media Relation Campaigns 4th priority

C. THE FOLLOWING TABLE DELINEATES THE TARGET SOLUTION CHARACTERISTICS OF THE

ANALYSIS PHASE CHOSEN FOR THE PROMOTIONAL CAMPAIGN.

Characteristic Description

Time saving In store promotion is carried out as it is time saving

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and electronic media captures more masses.

Record response The response of the customer can be recorded

effectively and the first experience can be molded in
favor.

Cost effective Free samples will be given and this will introduce the
customer with product so his trail phase will be
complete and positive.

Immediate change The responses are recorded so the changes in the

product can be done and immediate steps can be taken
so make the first experience good.

2. FEASIBILITY ANALYSIS OF OPTIONS BY ORDER OF DESIRABILITY:

A. THE FOLLOWING TABLE SHOWS THE BASIC FEATURE WHY THE OPTIONS ARE PRIORITIZED
ABOVE.

Driving Requirement Description

Cost effective Electronic media has less cost per target customer

Larger audience Print media can convey send the message to a larger
audience.

Social responsibility By event sponsoring the brand can be associated as

social response.

Direct contact In store promotion has a benefit that there is direct

contact with the customer.

B. THE TABLE SHOWS ANY CONSTRAINT TO BE FACED DURING THE PROMOTIONAL CAMPAIGN.

Constraint Description

time The project has to be completed by 23rd March, 2011

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Human resource The human resource provided by Rooh Afza is not sufficient to
cover all the three regions

Resources Rooh Afza will provide free samples and the printed brouchers,
banners etc

cost Rooh Afza has provided the financial assistance but the cost is
still a constraint.

3. CONCLUSION OF THE FEASIBILITY STUDY.

The following table gives an overview of ranking results along with how the ranking was
determined.

Option Ranking Reason

Promotional activities 1 Most cost effective

Advertising 2 Larger audience and attractive

Marketing Colleteral 3 Larger audience less cost

Media Relation 4 Social responsibility

Campaigns

A. THE FOLLOWING TABLE VERIFIES THAT THE BEST OPTION IS FEASIBLE BY INDICATING
WHETHER OR NOT IT SATISFIES THE KNOWN PROJECT CONSTRAINTS.

Constraint Satisfied by Best Option?

Time gives positive results in less time

Human resource Human resource is limited but can be adjusted effectively.

Resource Rooh Afza will provide with the resources which will include free
samples, listed suppliers, outsourcing opportunities.

cost In store is the most cost effective

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B. THE FOLLOWING TABLE VERIFIES THAT THE BEST OPTION IS FEASIBLE BY INDICATING
WHETHER OR NOT IT PROVIDES POSITIVE RESPONSES TO KEY GO/NO-GO QUESTIONS.

Key Question Response

Bring awareness about ready to drink Rooh Afza. YES

Increase market share instantly. YES

Bring positive change in brand image. YES

Increase Revenues YES

Promotion campaign is cost effective YES

1.3. PROJECT CHARTER

PROJECT CHARTER PURPOSE.

The main purpose of the project is to design a promotional plan of a newly designed product of
Hamdard i.e. Ready to Drink Roohafza. The promotional plan has to be effective in a way that
the target market is well acquainted with the idea of a new drink. This will further increase the
Rooh Afza’a share in the market because the consumers in Pakistan are familiar with the taste
of Roohafza and the product has max market share as compared to its competing drinks. This
promotional plan will be designed purposely to design advertisements (print and electronic),
free sampling promotions and event sponsoring, efficiently that the new product enters the
market with a bang and every one knows that now Roohafza is now available is drinking size
as well (further causing their customer base to increase).

PROJECT OVERVIEW:

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The aim of this project is to design an effective promotional plan by (assumed that this project
in commenced on 1st February 2011) 23rd March 2011. The need of such promotional plan
would be to have a launching ceremony with prepared advertisements (both print and
electronic) and promotional schemes. The ad making agency will be hired and the
requirements will be given to them for an electronic and print ad.

PROJECT SCOPE

Goals Objectives

The project will 1. To design a promotional plan before the

provide a well
designed and
effectively functioning
promotional campaign.
summers of 2011 (by 23rd march, 2011) in major
cities of Pakistan, i.e. Lahore, Karachi, Islamabad
and Quetta.

2. The promotional campaign will stay in action

for 6 months after being launched.

3. To capture the target consumers effectively

4. Refer to or list again relevant objectives from

the Marketing Objectives section of the marketing
plan and point out how the team will accomplish
them using the promotion plan.

5. To run an effective promotional plan that will

settle the new product in the market causing the
company’s customer base to increase.

6. Firstly promote through in store promotions

through free sampling and providing discounts.

7. At the same time ads of products running on

TV and radio

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PROJECT DELIVERABLES:

Deliverable
• This will be deployed in various stages that each will represent a milestone.
The Project Management Plan includes a Work Breakdown Structure and
timeline for the achievement of those milestones (each with significant
improvements and/or additional capabilities). The Project WBS will be
designed with the specific time allotted to each, systematically so that the
promotional campaign is designed with in time. The final outcome of the
project will be to commence in store promotion by 23rd March, 2011 along
with the ads successfully running on TV and radio with well designed Bill
boards.

PROJECT RISKS
Hamdard has a strong customer base in Pakistan. But still due to the strong market base of
competitor’s soft drinks and other juices, customers might be a little hesitant but this risk can be
overcome by proper training of the sales person. Other than that Hamdard has no other threat of
any competitor company to launch the same product before it. The consumers of Hamdard have
a developed taste of Roohafza so; the consumers will be well acquainted with the brand from the
first hand so Hamdard does not have to face that much risk in introducing a product in market.

PROJECT TEAM ORGANIZATION PLANS

Project Team Role Responsibilities

Project manager Lead the project

In store promotion To lead the sales persons

mangers for their respective areas.

Sales Relationship To train the sales persons

Officer (trainer) (to deal with on the sales
queries)

Creative designer and Design ads and plan

event organizer launching ceremony (with

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the outsourced ad agency)

1.4. APPOINT PROJECT TEAM

The project manager has been appointed who is responsible for leading the team (from with in
the company), recording their performances, reporting to the brand manager, assess new options
and handle the print media. He will choose a team from his company and further hire any sales
men if required. For in store promotions management the team includes three associate
managers each will be responsible for one region of the city, which are inner city (androon
sheher), Gulberg and thokar niaz baig. Each associate manager will be supported by two
supervisors which will assist the associate manager in the task. The team operating in different
stores distributing the free samples and recording the responses is reporting to the manager.

DIAGRAM

Project team hierarchy

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In the diagram it can be seen that the project manager is leading the project and give the
feedback to the senior management thus being a connection among the team and the senior
management. The region managers are appointed and they have to monitor all the activities in
the region, the supply, the response of the customer, shelf placement also he will deal with the
store managers. The supervisors will be responsible for checking the workers and also give the
feedback about the customers and the workers to the region managers

Event organizer and creative manager will be outsourced.

Further for designing of ads the skills are not available with the Hamdard company employees
so they will outsource an ad agency which will further design an electronic ad for TV and an
audio ad for radio plus print ads for billboards and buntings.

1.5. SET UP PROJECT OFFICE

The office for carrying out the project will be on the following grounds

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• LOCATION: the project team will execute the assigned tasks in the headquarters of the
company. This will help the team coordinate and report directly to the senior managers of the
company. Also the management can keep a close eye on the working and execution of the tasks
of the team. There will be no communication gap between the tam and the company. Also all the
results of the promotion can be monitored and alterations can be executed.

• COMMUNICATIONS: the team will use the existing mode of communication within the
company. The telephones, memos, computer network, emails, internet access, file storage,
database storage and backup facility will be provided by the company as these resources are
already in operation. The team will communicate with the ad agency step on weekly bases to
discuss the progress of advertisements and to check that the requirements are fulfilled according
to their requirements on not. This would to any changes if required during the making of ads.

• DOCUMENTATION: the company already has a defined method of documentation recording,

methodology, processes, forms and registers. The company requires the complete documentation
of each and every step and the team will conduct business in the same defined manner.

• TOOLS: the company has a set format for accounting and financial purposes, as the
company follows the international accounting standards (IAS) and the company is audited by an
independent accounting firm twice a year. The project team will follow the same standard and
management will check these procedures under the guidelines of International Accounting
Standards (IAS). And all the reports by the team will be checked for their authenticity by the
senior management of the company which will ensure the effectiveness of the promotional
strategies of the team.

1.6. PHASE REVIEW OF INITIATION PHASE

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Phase review is done in order to maintain a check list that all the tasks which are to be done in a
phase are completed the phase review of initiation phase of the project.

INITIATION PHASE CHECKLIST

Develop Business case 

Perform Feasibility Study 
Establish Project Charter 
Appoint Project Team 
Setup Project Office 

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2. PLANNING

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2.1. DEVELOP PROJECT PLAN: WBS

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Promotional Plan .
1.
WBS

1.1 1.2 1.3 1.5

1.4
Advertising Marketing Promotional Launching
Media Relations Campaigns
Collateral Activities Ceremony

Sponsorshi Press
Designing of p Venue
TV ad releases
Brouchers

Give-away’s
Designing List of
Radio ad of posters Guests

Coupons
Media
Bill boards Free samples presence
& Bus
boards
Contests Chief
Guests

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WORK BREAK DOWN EXPLANATION:

1.1 & 1.2: The appointments with the ad agency will be made (the same ad agency that Hamdard
had been outsourcing for its other products). The format will be discussed of the ad (the type of
ad). The requirements will be outlines. There will be weekly meetings with the agency to work
on the proceedings of the ad being made. The print ads will be designed after the TV ad has been
made. The circulation of print ad will be finalized and the frequency of ads on TV and radio will
be finalized too!

 The time line given to agency to work on it is 1 month.

 This includes print ads plus the audio video ads.

 The Billboards and bus boards design and printing will be undertaken by the agency
under the team’s acceptance.

 The newspapers and magazines in which the ads will be printed will be selected and
approached.

 The radio stations will be selected and the frequency of their relation will be selected.
Daewoo and New khan bus service will be selected for bus printing boards.

 Free coupons of the Ready to drink Roohafza will be designed, i.e. buy any product
of Hamdard with 20% discount.

 There will be two billboards in every selected city and 10 launching ceremony
banners in commercial zones of each city.

 Pamphlets will be distributed on traffic signals and commercial zones.

 Contests of lucky draw will be designed, i.e. 2 lucky cash draws of Rs50000 each

1.3: the promotional activities will be designed by the project teams along with the creative
manager outsourced. Free sample designs will be formulated and the events will be pipelined
that are too be sponsored keeping in mind the marketing objectives. In store promotions will be
promoted and in the end some users contests will be designed only on sponsored events. This all

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will be worked till 20th Feb, with the mugs, writing pads, key chains, pens and T-shirts designed
and printed with Roohafza Ready to drink logos as souvenirs.

1.4: A campaign is your overall plan for contacting and staying in touch with targeted members
of the media (reporters). You want to develop a media relations campaign if it would benefit
your company to be mentioned in newspaper, magazine or TV broadcasts viewed by the target
audience. Developing press releases, press kits and public service announcements could be
included in your media relations campaign. This will require only 3-5 days as revising the
campaigning that Hamdard had already adopted.

1.5 The launching of the new product will be designed by the event organizer hired for this
purpose. The venue options will be considered and selected. The chief of guest (film actor or any
sports model) that will be the face of the product will be decided and the bookings and
organizing will commence from day one and designing will move along with the formation of
ads till the launching date.

2.2. DEVELOP RESOURCE PLAN:

LABOUR: the team of this project is mostly the Hamdard employees. 30 sale persons are hired,
who are trained to perform in store promotions. The ad agency is outsourced. The event
organizer and creative managers will be outsourced. And the pamphlet distribution and banners
setup labour will be hired in daily basis pay style.

EQUIPMENT: there is no expense of office as the team is using their own offices in Hamdard
Company. The creative manager hired will be given a desk and a computer with internet facility.

MATERIAL: the only material required is for the designing of giveaways that includes

• T-shirts

• Mugs

• Caps

• Pens

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• Writing pads

• Key-chains

The company “Pronto promo” is hired for printing of company’s logo on every giveaway. 1000
Each give away will be bought and further printed.

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2.3. DEVELOP FINANCIAL PLAN

EXPENSES RUPEES
Advertising costs

TV and Radio ad making 3000,000

Ad agency charges (designing costs)

Print ads (mags and newspapers) 200,000

Bus prints 250,000

Billboards 200,000

Pamphlets 60,000

Flyers 25,000

Brouchers 30,000

Posters 60,000

TV ads running costs (for 6 months) 1000,000

Audio ads running cost on radio 200,000

Print ads in newspaper and magazines, publishing cost 500,000

Total cost of ad designing 5,525,000

Printing Ads application costs

Bill boards
(6(Qt) x Rs60,000(rent for 6months)+ Rs 150,000(printing +material)) 510,000
Bus ad printing

(20(Qt) x Rs 60,000(rent for 6 months) + Rs 30,000(printing+material)) 1,230,000

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Pamphlets (25000(qt) x Rs 16per unit+material) 400,000

Flyers (25000(qt) x Rs 10per unit+material) 250,000

Brouchers (25000(qt) x Rs 16per unit+material) 400,000

Posters (10,000(qt) x Rs25/unit+material) 250,000

Total costs of printing 3040,000

Labour costs

Project manager salary (For 6 months x Rs80000) 480,000

3 associate manager’s salary (Rs30,000 * 3 for 6 months) 540,000

2 supervisors’ salary (6months x Rs20,000) 240,000

30 sales persons (30*Rs4000/month salary * 6 months) 720,000

Event organizer salary (Rs35000/month * 6 months) 210,000

Creative Designer (hired for 2 months* Rs35000/month) 70,000

30 Pamphlets distributor(salary Rs800/day x 10 days=Rs8000/month) *30 240,000

Total labour costs 2500,000

Free coupons cost(3000(qt)* Rs10/unit(printing)) 30,000

20% discount on coupons cost(that company has to bear) 500,000

Launching ceremony

Venue rent 600,000

Catering +sitting 1500,000

Souvenirs cost(special small roohafza bottles=5000(qt)*Rs50/unit) 250,000

Décor 500,000

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Total ceremony cost 2850,000

Free sampling 200,000

Contest(lucky draw) (2*50000) 100,000

Staff lunch 100,000

Equipment (2pc and desk office=2*40000+20000) 100,000

Give aways

T-shirts(500(qt)*printing cost Rs80(including material)/unit) 40,000

Mugs(500(qt)*printing cost Rs60(including material)/unit) 30,000

Pens(500(qt)*printing cost Rs10(including material)/unit) 5000

Writing pads(500(qt)*printing cost Rs100(including material)/unit) 50,000

Key chains (500(qt)*printing cost Rs60(including material)/unit) 30,000

Total give away cost 155,000

Sponsoring events 250,000

TOTAL (budgeted) 15,350,000

The above financial plan is a budget of expenses that can occur. The total cost of advertising is
basically the major chunk of promotional plan. The total cost of labour equipment, labour and
material is quantified as an expense schedule as given above, providing the project manager an
understanding of the forecast made and will be compared with the actual expenses through out
the execution of plan.

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2.4. QUALITY PLAN

The quality plan of the marketing of ready to drink Rooh Afza should include that how the
project team is going to ensure the results of the techniques used along with their effectiveness.
The parent company whose product is Rooh Afza wants the product to be known instantly
among the target market and the sales should start also the social responsibility of the company
should be visible as the brand image suggests. The brand Rooh Afza is already quite famous in
the market with only one major competitor Jam e Shirin and with this new product in the existing
product line will help the company gain a competitive edge over other brands.

The report which the project team will submit to the company will ensure the following:

• The quality of this project is that the marketing campaign is very effective and the new
product is an instant hit so when the product is launched formally in the market the target
market is not alien to the features of the product.

• The company has set some targets to be met as the company will start measuring the
effectiveness of the campaign after the 23rd March, 2011 time allocated to the project
team.

• The quality targets are being fulfilled which include:

1. Awareness of the drink to the customers will increase.

2. Increased sales of ready to drink Rooh Afza by 5% at monthly basis.

2.4.1. QUALITY ASSURANCE PLAN

The project team has chosen the in store marketing technique and the print media advertisement
for this project. The team will ensure quality by the following methods

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• The customer responses will be collected that will assure the level of effectiveness
of the Quality of advertising campaign.

• The best mode of this data collection would be through the free sampling in
stores.

• The sales volume information at monthly basis would be collected to ensure the
trend.

• Attractive shelf placement will be allocated to ready to drink Rooh Afza in the
stores.

• The ads will be placed in the newspaper and in weekly magazines.

• All the procedures and results will be documented and then will be given to Rooh
Afza at the completion of the project.

2.4.2. Quality Control Plan

The staffs who are assigned duties in the stores to record the response are properly trained so
they can communicate with the customers effectively and also they can record the data collected
which is the most important thing in the whole process of in store promotion of ready to drink
Rooh Afza. Different statistical techniques will be used in order to analyze the data and so if the
means of promotion are proving to be ineffective immediate steps should be taken so there is no
wastage of resources especially time. The team will submit weekly reports to the senior

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management and so they can see the results and if they are unsatisfied with any of the plan on
hand immediate changes can be made.

2.5. DEVELOP RISK PLAN

The foreseeable project risks with which the team may encounter are:

• UNFAVORABLE RESPONSES FROM THE CUSTOMERS

If the customers will give unfavorable responses then, the personnel dealing with them in stores
should be knowledgeable and skilled and be able to handle the customers tactfully, and also they
should be able to answer the queries if any.

• UNABLE TO RECORD THE RESPONSES OF THE CUSTOMER

The personnel should not conceal the responses and should be trained to adequately record the
responses and to communicate them to the team.

• INEFFECTIVE MEDIUM USE BY THE TEAM TO INTRODUCE THE PRODUCT

If the medium will not reap the desired results then the tam can move on to the new option which
is to use electronic media, and should focus on it.

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Promotional plan Ready to Drink Rooh Afza

• THE PRODUCT IS NOT ACCEPTABLE BY THE CUSTOMER AND THUS WILL NOT HELP THE COMPANY TO
GAIN THE COMPETITIVE EDGE.

The company already has different successful product in the same range and exported to other
countries. So introducing a new product in the same range is not very risky. And if the product
will not be acceptable by the customer then the company has the enough profits and revenue to
cover the costs. The company already has a competitive edge because of its product Jam-e-
Shireen and thus introducing a new product, in an instant version under the name of Rooh Afza
will capture the market and will not new to the market.

2.6. DEVELOP ACCEPTANCE PLAN

As the project team is an internal team so the senior management is the client. The team will be
given weekly reports to the management so they can monitor the progress and the effectiveness
of the marketing campaign can be measured properly. The deliverable is only that the end
customer are aware of the product and they are ready to buy it also if they have any suggestions
it should be passed on to the manufacturing and the research and development department so that
the product is considered to be customized i.e. people can see that the product is altered
according to their own needs.

The basic deliverable which is to be accepted by the senior management is about an attractive
and cost effective promotional campaign of ready to drink Rooh Afza.

This includes an ad campaign which would be attractive enough to grasp the customer attention
and is able to not only retain the brand rather compels it and giving a reason to buy ready to
drink Rooh Afza.

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Promotional plan Ready to Drink Rooh Afza

This also include all the information regarding the customer responses on the product, which will
ensure Rooh Afza the success of their product and its shortcoming along with the effectiveness
of the ad campaign, i.e. the number of people responses –obviously they were aware of the brand
and have used it (sales) before giving responses.

We will provide the company with survey results of sales and awareness of the drink to Rooh
Afza.

2.7. DEVELOP COMMUNICATION PLAN

As the only stakeholder involved in this project is the company itself. The communication means
are already well defined that there will be no possibility of communication gap. The team will
report on weekly basis to the senior management, and also on special occasions if any. The
report will be given to the management on weekly basis which will include the responses of the
customers, their queries, suggestions, and the responses will be recorded in properly statistically
tabulated form and graphically represented which will help grasping of the subject matter more
easily for the management. The suggestions and the changes the customer wants to see in the
product will be forwarded to research and development (R &D) department, who will make sure
to incorporate the changes.

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Promotional plan Ready to Drink Rooh Afza

2.8. DEVELOP PROCUREMENT PLAN

The team will be doing the promotion of the product of its own. The team is integrated within the
organization so there will no need of outsourcing. Only the printing and the placement of the
banners will be outsourced which will also include the newspapers on which the ads will be
given. As the company already has a channel of promoting the products which includes ads in
the newspapers and the printing of banners, so the same channels will be used so as to reduce
cost. The ads to print and to be given in newspapers will be designed by the team.

2.9. CONTRACT SUPPLIERS

There are no suppliers involved in this project. The company will provide the team with free
samples to be distributed to the customer in different store locations. Other than this no other
suppliers are required. If the team requires any further information regarding the task on hand the
team can ask then senior management for help as the company has a fully developed marketing
department.

2.10. PHASE REVIEW of planning phase

Phase review is done in order to maintain a check list that all the tasks which are to be done in a
phase are completed the phase review of planning phase of the project.

Planning Phase Checklist

Develop Project Plan 

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Promotional plan Ready to Drink Rooh Afza

Develop Resource Plan 

Develop Financial Plan 

Develop Quality Plan 

Develop Risk Plan 

Develop Acceptance Plan 

Develop Communications Plan 

Develop Procurement Plan 

Contract Suppliers 

CONCLUSION

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Promotional plan Ready to Drink Rooh Afza

After planning phase proposes all the cost time and quality management bases to further execute
the plan. The cost time and quality will be compared side by side as the projects moves towards
its closure stage. The project will be monitored and controlled according to the planning’s done.
The cost, time, quality, risk, issue, procurement, acceptance and communication management
will be under taken by the team. The project manager will monitor and further improvise the
project if any risk occurs.

Reference

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Promotional plan Ready to Drink Rooh Afza

1. www.hamdard.com.pk/afza.html

2. en.wikipedia.org/wiki/Rooh_Afza

3. http://www.hamdard.com/hotproducts.php

4. www.smallbusinessnotes.com/marketing-your.../promotion-plan.html

5. sce.uhcl.edu/whiteta/sdp/feasibilityReportTemplate.doc

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