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Presented by
Faraz patel-13024
e-MBA A

 AL FAKHER SHEESHA C0
 Al Fakher Sheesha CO - Headquartered in Dubai,
Al Fakher is one of the largest sheesha tobacco
organizations in the world.
 we started in 1999 and have expanded to all over
globe
 and know we are launching in
 INDIA
About Us

AFZAL sheesha flavors
QEHWA sheesha flavors
Other key players
Others include:
imperial smokes ,water pipe, alladin
& other small players

Vision & Mission
 Benchmark in premium sheesha
industry.
 Give best quality and service.

Disposable sheesha
 Used and throw sheesha

Organizing parties
 We would organize party
 Sheesha ,flavors and service would
be provided by us

Product range
Sheehsa accessories

Geographic:
 Metros / mini metros (urban & semi urban areas).
 Climatic conditions
 villages
Demographic:
 Friends (influencers).
 18 above.
 Sex
Segmentation

Segmentation (contd...)
Psycographic:
 Social class
 Party lovers
Behavioural:
 Any Occasion.

Various target segments:
 Youth
 Party lovers
 Socializing groups
Targeting

Positioning
 Positioned as premium flavored sheesha molasses
 Best quality sheesha among all players in the
segment.
 “sheesha with real power”

Marketing Mix
PRODUCT: sheesha flavor
 Sheesha flavors
 Packed in 50gm n 1kg.
 0.5%nicotine, real flavours.
 Available in many flavors

Marketing Mix
Product
 Sheesha accesiores
 Disposable sheesha
 Organizing parties

Marketing Mix (contd…)
PLACE:
 Al fakher super market.
 Local distribution through agents and stockiest.
 Available in all retail outlets across every nook & corner
of the country

PRICE:
 Price of flavors 50 gms -70rs , 1 kg- 850rs.
 Golden series flavours 50gms – 90rs.
 Disposable seesha – 350rs.
 Sheesha acessories – starting from 50rs.
 Parties- 10,000rs min.
 Pricing of al-fakher is a bit higher than other competitors
(Premium pricing).

PROMOTIONS:
 Television Commercials
 Outdoors / Hoardings
 Magazine & press ads
 Internet
 Sales promotion
 College events

SWOT analysis
STRENGTHS:
 Comes from the house of al-fakher.
 Heritage Brand.
 Innovativeness in Promotion.
 Wide range of varieties to cater to every segment.
WEAKNESSES:
 Profitability is Uneven.
 New in India.
 Price is higher as compared to other players.

SWOT analysis
OPPORTUNITIES:
 Exploring new Geographical Areas (Local as well as
Globally).
 Take into account the regional taste preferences.
THREATS:
 From existing players (both organised & unorganised),
new entrants & substitutes.

Consumer Behaviour
Object of Purchase: (What)
 Sheesha flavors.
 Premium brand.
Objective of Purchase: (Why)
 To Quench thirst.
Organization of Purchase: (Who)
 Anybody who wants to have it.

Consumer Behaviour
(contd…)
Operation of Purchase: (How)
 50gms packets , 1 kg buckets.
Occasion of Purchase: (When)
 Anytime when one to have sheesha.
Outlet of Purchase: (Where)
 Al fakher Supermarkets, local retailers.

Strategies
 Give consumers best quality sheesha poducts .
 Work more on getting new flavors(innovation)
 Make changes in the composition to suit Indian taste
buds.
 Intensify the distribution network.
 State-of-art processing & packaging.
 Serve all segments

Strategies (contd…)
 Firstly, increase brand awareness(through contests)
 Organize various promotional activities mainly to
increase sampling & educate consumers about al fakher
sheehsa flavors
 Place the brand across colleages
 Fundoo Fridays in d al fakher super market

THE NEW TAG LINETHE NEW TAG LINE
Khushi ho ya gum lageKhushi ho ya gum lage
dumdum
Mehfil hum sajte haiMehfil hum sajte hai

Faraz patel al fakher sheehsa flavors

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Faraz patel al fakher sheehsa flavors

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Faraz patel al fakher sheehsa flavors