Jam - e – Shirin

Yasir Butt l1f05bbam2016

Zagham Abbas l1f05bbam2049
Humayun Rehman l1f05bbam2066
Miqdad Hassan l1f05bbam0031
Abdul Samad l1s03bbit2008

Section -H

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 CONTENT
Page No Title
3 Qarshi history

4 Qarshi logo and slogan

5 Qarshi vision statement

6 CEO massage

MARKETING MIX
7 Product

14 price

16 Distribution

20 Promotion

24 References

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 History of Qarshi
From humble beginning in 1968, Qarshi Industries (Pvt.) Ltd. is now Pakistan's
largest herbal pharmaceutical company. It was conceptualized 75 years ago by
the venerated eastern poet Allama Muhammad Iqbal. Its inception was in the
shape of a clinic at Beadon Road in the city of Lahore, in the heart of Punjab,
which was opened by Shifa-ul-Mulk Hakim Muhammad Hassan Qarshi, He was
a practitioner of herbal medicine and health supplements. The clinic was started
with a view to provide pure and effective herbal medicines to the general
populace.

In 1968 the youngest son of Shifa-ul-Mulk, Mr.Iqbal Ahmed Qarshi after

completing M.Sc in Chemical Engineering, laid the foundations of Qarshi
Dawakhana, which has now evolved into Qarshi Industries, a modern and
successful company that outweighs by far, the expectations of its original
founder.

Qarshi Industries is highly rated company in its category in Pakistan. It has

consolidated its image as a quality-conscious company and has, over the year,
demonstrated its firm commitment to quality and strict adherence to
international standards. Qarshi takes pride in maintaining a high quality in its
products and superior skills and acquiring the latest in advanced technology. It is
conscious of the need to improve efficiency and set new standard of excellence in
the competitive phyto pharmaceutical market.

Qarshi Industries (Pvt) Ltd has over 200 natural health food products made from
pure herbs and plants. They are produced by maintaining the highest standard of
quality and purity. These include health food supplements, medicines, tonics &
syrups.

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 Qarshi vision

To be leader in Natural Medicines, Health Supplements, Refreshing Syrups,

Natural Mineral Water, Food and Farm products has evolved itself from cottage
industry to one of the largest Natural Products group in Pakistan, manufacturing
& marketing leading brands in National and International markets.

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 CEO message

Humanity today faces immense challenges. With vast economic expansion on a

worldwide scale, the health of our consumers is placed in higher objectives.
Qarshi Industries, a leading manufacturer of Natural Products, has been
promoting healthy living for over seven decades. The age-old Oriental and Greek
herbal preparations are blended with the latest in Science and Technology at
Qarshi Industries to provide safe and effective products to all of our customers.

Quality is our utmost and continuing priority. Every step in the manufacturing
process is carefully monitored by our Quality Control professionals to provide
the consumer with the very best of every product. Our aim is to be the leader in
the field of Natural Products worldwide.

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 JAM-E-SHIRIN

Jam-e-shirin is the core product of qarshi. Jam-e-Shirin is also well known drink
of the East and a brand leader from Qarshi Industries. Before the preparation of
each bottle of Jam-e-Shirin, a scientific and stage-to-stage research is conducted
on all the components of distilled concoctions, herbs, flowers and fruits that are
used in the old system as well as modern system of medicine. At every stage the
best components are selected for the preparation of this ideal refreshing drink.
Offering Jam-e-Shirin to guests is a tradition.

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 MARKETING MIX

“Marketing mix is defined as the set of controllable tactical marketing tools that
the firm blends to produce the response it wants in the target market.”

The marketing mix is also known as the ‘Four Ps’: Product, Price, Place and
Promotion.

PRODUCT

“Product is anything that can be offered to a market for attention, acquisition,

use, or consumption and that might satisfy a want or a need.”

QUAILTY STANDARD:

Keeping in view there customer health qarshi have a special quality control
department which is also working to enhance and maintain the quality of jam-e-
shirin. 125 different quality tests are taken while producing jam-e-shirin to assure
the quality of jam-e-shirin. Complete hygiene environment is create within
manufacturing area of jam-e-shirin. Which make jam-e-shirin completely safe
and healthy product.

BENEFIT OF JAM-E-SHIRIN:

The benefit of jam-e-shirin that made jam-e-shirin with arqiat and natural herbs
which is there one of the competitive advantage over there competitors of red
syrup. Some other advantages are that the use of jam-e-shirin reduces the thirst
and make you comfortable mentally. As we know that qarshi was develop for the
betterment of people health so they assure this thing in making jam-e-shirin.

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PACKING AND SIZE:

The packing of the product is based on the nature of the product. Because jam-e-
shirin is a red syrup category so it’s packing is designed accordingly. Plastic
bottle with three different sizes for the convince of customer. In the beginning
jam-e-shirin was available in glass packing and only in one size now
keeping in view the need and demand of customer qarshi start offering jam-e-
shirin in three sizes and beside that in unbreakable packing. The sizes are:
1. 800 ml
2. 1500 ml
3. 3000 ml

LABELING AND STYLE:

The label of jam-e-shirin contains name as well as size and ingredient of jam-e-
shirin. Name is mention in a way that customer can locate jam-e-shirin easily
among other brands. The color of the label is red it is because of the product
nature. Company thinks that red color make packing more attractive and style is
also convenient for customer to carry jam-e-shirin easily.

FLAVORS:
Jam-e-shirin is available on in one flavor that is red. Some other drinks
which fall in same category offered by company are:
1. Alachi.
2. Sandal.
3. Bazuori.

PRODUCT IMAGE:
Jam-e-shirin is enjoying more then 50 percent market share against his
competitor which tells the story of jam-e-shirin image in market.

PRE OR AFTER SALE SERVICES:

There is no concept of pre sale service about jam-e-shirin. But after sale service is
provided like if the product is expire or damaged company take all the stock
from the retailer. This service is also available for end consumer that if he buy
product and the product is expire then he can return it back to shopkeeper and
take his money back. Company motto is to satisfy customer so after sales are
offered to build customer loyalty.

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JAM-E-SHIRIN and BOSTON CONSULTING GROUP:

QUESTION
STAR
MARK ?
CASH DOGS
COW

According to company Jam-e-shirin is cash cow for them. Because retain high
market share with in low industry grow. It is generating lot of cash for the
company and required comparatively less advertisement.

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Price:

Price is the value that customers give up or exchange to obtain a desired

product.
This is the most important factor considered while talking about the marketing
mix. How jam-e-shirin price there product this is as fellow:

Pricing strategy:

When company starts producing this product they use penetrating strategy
keeping in view the competition. This is because to attain most market share.
Now company still fellow same strategy to retain market share.

Pricing product:

Right price to product is very difficult. Price plays very important role in the sale
of any product. So this is one of the major issues. Jam-e-shirin are fellow quality
based pricing out of survival, profit maximizing, and market share leader
pricing. This is because jam-e-shirin is market leader now and they are now just
focusing only on the quality of the product so they price according to the quality
of the product.

Competition of jam-e-shirin:

Jam-e-shirin’s has a competitor like hamdard’s product. According to jam-e-

shirin they are in pure monopoly here in Pakistan. This because they and there
competitor are major market players in the market of the red syrup. And jam-e-
shirin is enjoying greater percentage of market share which is more then 50
percent.

Pricing discount:

Company never ever involve in any pricing discount. There is not concept of
seasonal, quality or functional discount offer yet by jam-e-shirin, and according
to the company official company is not thinking of any of such type of discount
on price.

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Promotional pricing or survival pricing:

As the company is market leader in red syrup market so the company is use
promotional pricing which is totally based upon the quality of the product and
company take no risk on the part of quality of the product. So the pricing is
promotional and quality based.

Geographical price adjustment:

Price of the jam-e-shirin remains the same with in the Pakistan. There is not price
adjustment within Pakistan. International prices are different and these are type
in dollars.

Competitor pricing:

Usually price is based on the quality of the product but it may vary in some case
like if competitor reduce the price there is the policy of the jam-e-shirin that the
also reduce the price to stay in competition. Other wise price is only quality
based.

Factor consideration while setting prices:

There are some factor keep under consideration while setting the price of the
product some them are:
1. Consumer buying power.
2. Cost of the product
3. Pricing strategy
4. Advertisement cost.
There are some of the factors which are considered while setting the price of jam-
e-shirin. Advertisement cost is one which is not often considered because
advertisement varied on different stages. So this is one which is least considered.

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Distribution channels:

“A set of interdependent organizations (intermediaries) involved in the

process of making a product or service available for use or consumption by
the consumer or business user.”
About the jam-e-shirin they are also use different distribution strategy to
make there product available to every consumer. The information about jam-
e-shirin distribution strategy and channel are as fellows:

Product type:

Product type means that company rate there product on the bases of shopping by
the final consumer. There are different types of product which are as fellows:
1. shopping product
2. convenience product
3. specialty product
4. unsought product
These are some of the types of the products. According to company they place
there product as convenience product this is one which easily available with low
cost and customer need not to go different stores to only for the better product.

Nature of distribution:

There are two distribution channels which are:

1. Direct channel.
2. Indirect channel.
Jam-e-shirin is involved in indirect distribution channel. They are following this
method:

Production Intermediaries retailers Final

consumer

This is the distribution channels jam-e-shirin is using to make there product

available to every one.

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Distribution policy:

There are also three types of distribution policies which are as fellows:
1. Intensive.
2. Selective.
3. Exclusive.
Intensive distribution means place product to every store and try to address each
and every consumer. Selective means few well known general stores or
departmental store are used to appeal people to there product. Exclusive means
company has there own outlets where there product is available.
Jam-e-shirin is using intensive distribution it is because they are try to appeal as
many people as possible and through this technique they are being able to
address the most number of people.

International distribution strategy:

In order to address international market they are use intermediaries to address

people which are selected by the company himself. Same is the case with national
intermediaries they are also selected by company.

Modes for distribution:

There are number of distribution mode like use tracks, rails, air planes, and
pipes. But the company is not involved in any of these. Company is only
responsible to send the product to intermediaries which are then take product to
retailer. Company is just do only that they paint the transmission mode like
trucks which the theme of the company which show the product on the trucks.
Modes are also set keeping in keep these things which are fellows:

1. speed
2. Dependability
3. Availability
4. Costs
5. other

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Distribution planning:

Company considers different thinks while design the mode of the distribution.
Before setting distribution channel company analysis consumer service need,
view the channel objectives and constraints, and also identify alternatives if the
previous set distribution channel fail to attain what company goal is. Same is the
case with international distribution channels but they are now keep in
consideration more then before after successfully design the local channels.
Distribution planning is based on getting the right product to right consumer at
right place and right time.

Physical distribution and customer attraction and satisfaction:

This is one of the factor company usually consider while setting intermediaries
and physical channels. Like it is difficult for only one intermediary to cover
complete Lahore. So keeping this in mind company make more then one
intermediary to address that large area. It is to satisfy the consumer need.

Problems in setting physical channels and intermediaries:

Company faces few problems while setting distribution channels like working
on different channels and assess which one is better and fulfill all these thing
speed in delivery, cost which one of the major factor, availability of the channel
and whether or not company can depend on the channel that it is trust worthy or
not. Same is the case of intermediaries company look for the most reason able
person with enough money to work with company. So the distribution mode use
to send jam-e-shirin to place which are far way from production is containers.
This because the make product safe and free from tear and wear.

Financing to intermediaries:

There is no concept of financing intermediaries in case of jam-e-shirin. They

company is only involve in credit sale.

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Promotion:
Promotion is to promote product through advertisement and some other factors.
It not only included advertisement but also setting target market studying there
requirements and develop product accordingly. What are the promotional
activity using by jam-e-shirin and how they use them are as fellow:

Target market:

Target market is the set of people whom company target to sell there product. In
case of jam-e-shirin they are targeting house wives and families and try to
develop there promotional campaign according to this.

Integrated Marketing Communications:

Integrated Marketing Communications (IMC) is the concept under which the

company integrates and coordinates its communications channels to deliver a
clear and consistent message about the organization and its products.
In case of jam-e-shirin there is no concept of IMC in there. They are only
relaying on out sources and develop there promotional advertisement and
campaign accordingly.

Demographic:

Begin a very well known company and to retain its position the policy of a
company is to study the demographic on regular bases and adopt all the possible
changes develop with in the people. To serve this purpose company have a team
which is working day and night to monitor each and every change with in
consumer and give available suggestion to work according to the demand of the
consumer.

Promotional strategy:

In the beginning the company is use push strategy to increase sales by setting
low price try to penetrate but by the time begin the strategy is changed to pull. It
is because company now is being able to attain the greater percentage of sales
and now they are just considering to only retaining this position now.

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Promotional Activities:

To promote the sale of the jam-e-shirin company is involve in number of

activities which are using ads on TVs placing bill boards and with arrange some
sort of concerts and public related activities like health related programs.

Modes for Advertisement:

Company use different modes of advertisement to make there message to reach

to every one. Advertisement modes include TV channels, news papers, bill
boards, health and safety programs and by publishing different health and safety
related magazines. All these are use to make sure that they can address all the
people they are targeting to. TV channels include all the local most famous and
often watched channels and same is the case of the news papers. Company called
these advertisement modes above the line and below the line. Above the line
include TV channels, cable networks, and exhibition. And below the line contain
health and safety programs and all that magazines.

Promotional ads:

Promotional ads are designed keeping in view the target market and there
understanding. Ethical standards are always considered while designing the ads
for TV channels as well as news paper. The concept of ADIA is always under
consideration while doing this activity. Attraction is usually developing through
the color schemes putting very essential information on ads. This is to create
desire and interest in product and finally actions are absorbed from the sale.
Company is involved in designing emotional ads to urge the final consumer to
go for the product. Keeping in view the target market this concept is use because
the target market is house wives and they are usually very much interested in
family health. And the company try to strike the mind of the people whom they
are targeting that jam-e-shirin is very safe and health product to use. It not only
grows your children but also make them strong mentally.

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Promotional budget:

Promotional budget is set keeping in keep number of things which include

reduce in sale, promotional activity of the competitor and some other factor like
increase in sale and some time percentage of sale is also used. But it is the
method which is not often used. Usually promotional budget are set keeping in
view the competitor activity.

Personal selling:
Company is not yet involved in personal selling and the policies are showing
that they are not interested in doing so. This is not keeping in consideration
because it increases the cost of selling product. Not only personnel need to hire
for this also problem of taking them to the place of selling also arises.

Sales incentives and price reduction:

No such thing like giving incentive or price reduction are used till now from
the day one company start there production. This is about final consumer. But
the company provides different incentive to shop keeper’s whole sellers and
dealers.

Public Relation:
This one of the way company use to
advertise there product. Company
involve in charity programs, concerts,
kids exhibitions where they try to
realize the mothers of the children that
jam-e-shirin is better drink then any
other fizzy drink like Pepsi and coca
cola. The company arrange different
health related programs to make
people know about there health what
is right what is wrong for them.

Promotional feedback:
There is no proper department to look what is the feed back of the promotional
activity. Usually increase in sale considered as the feedback from the people that
the feedback is positive if sale increase and negative in other case.

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 Reference

History, CEO message, vision statement (www.qarshi.com)

Pictures (www.qarshi.com),

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