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JAM-E-SHIRIN MARKETING PROJECT

Table of Contents
Table of Contents....................................................................................................... 1 Qarshi......................................................................................................................... 3 Qarshi Industries (Pvt.) ltd.......................................................................................... 5 Qarshis Mission....................................................................................................... 5 Qarshis Vision......................................................................................................... 6 Products divisions & Product Ranges.......................................................................6 Jam e shirin................................................................................................................. 7 Competitors............................................................................................................... 8 Marketing Strategies.................................................................................................. 9 Target market............................................................................................................. 9 Marketing Mix........................................................................................................... 10 Product.................................................................................................................. 11 10.Competitive Advantage.................................................................................... 15 Price...................................................................................................................... 16 1.Pricing strategy.................................................................................................. 16 2.Competition & Jam-e-shirin.................................................................................16 3.Competitors Prices............................................................................................ 17 4.Cash Discount..................................................................................................... 17 5.Special Offers..................................................................................................... 17 6.Promotional Pricing............................................................................................. 17 7.Geographical Variation....................................................................................... 17 8.Cost.................................................................................................................... 17 9.Quality................................................................................................................ 18 10.Substitute......................................................................................................... 18 11.Consumer......................................................................................................... 18 12.Government..................................................................................................... 18 13.Retail Prices...................................................................................................... 18 Promotion.............................................................................................................. 19 Placement/Distribution.......................................................................................... 21 QARSHI QUEST FOR QUALITY LEADERSHIP PAGE 1

JAM-E-SHIRIN MARKETING PROJECT


Product Type......................................................................................................... 22 S.W.O.T Analysis....................................................................................................... 23 Strengths............................................................................................................... 23 Weaknesses........................................................................................................... 24 Opportunities......................................................................................................... 24 Threats.................................................................................................................. 25 Conclusion................................................................................................................ 25

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QARSHI

Quest For Quality Leadership

Shifa-ul-Mulk, Hakim Muhammad Hassan Qarshi started Matab Qarshi (clinic) 75 years ago at the behest of the great poet Allama Muhammad Iqbal. In 1968 his youngest son Mr. Iqbal Ahmad Qarshi started Qarshi Dawakhana (Cottage Industry), which has now evolved into Qarshi Organization consisting of following entities:

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Qarshi Industries (Pvt.) Ltd Qarshi Dawakhana Qarshi Research International Qarshi Foundation

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QARSHI INDUSTRIES (PVT.) LTD.


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 that has now evolved into Qarshi Industries (Pvt.) Ltd, a modern and successful company that outweighs by far, the expectations of its original founder. Qarshi Industries (Pvt.) Ltd 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 emerged as modern, successful and progressive company manufacturing & marketing leading brands like Jam-e-Shirin, Johar Joshanda and Springley (Natural Mineral Water) apart from more than 200 herbal 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.

QARSHIS MISSION
To be No.1 in Quality, Quantity, Human resource, System development and Public service
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QARSHIS 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.

PRODUCTS DIVISIONS & PRODUCT RANGES

Consumer Product Division Refreshing Syrups Joshanda (Herbal Tea) Natural Mineral Water Instant Powder Drinks

Natural Medicine Division Anti Allergics Children Women's Health Skin/Cosmetic Tonics & Supplements Men's Health

Juice & Farm Products Division Under Planning

International Marketing Division Refreshing Syrups Juices Instant Powder Drinks Natural Mineral Water Instant Herbal Teas Food / Health Supplements Natural / Herbal Remedies

Ethical Marketing Division General Health Women's Health Liver Protective Men's Health

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JAM E SHIRIN
It lies in the product head of Refreshing syrups in both International Marketing Division and Consumer Product Division. Which means that the refreshing drink is being sold in local market as well as in foreign markets

FEATURES
Jam-e-Shirin is well known drink of the East and a brand leader from Qarshi Industries. It is 100% made of natural contents (herbs and pure distillates/araqiyat). No water is added during its manufacture. It comes in concentrated form and is dissolved in chilled water to prepare a drink. It is thrust quenching and very delicious in taste and red in colour It is wholeheartedly refreshing. After drinking Jam-e-Shirin, one does not feel heaviness of the stomach. Jam-e-Shirin retains its taste, efficacy and usefulness in all season. Offering Jam-e-Shirin to guests is a tradition. Children love to drink it with milk. It is also used to motivate moody children to drink milk.
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REFRESHING DRINK CONCENTRATE

A tasty, refreshing and efficacious drink.

JAM-E-SHIRIN MARKETING PROJECT

SLOGANS
100 feesad khalis arqiaat se tayar shudah, Qarshi Jam e shirin Light light refreshing, Qarshi Jam e shirin

Competitors
One can't imagine about a business without competitors. In the case of Jam e shirin the biggest competitor is Hamdards Rooh Afzah although there are quite a number of other competitors like Marhaba etc in the genre of refreshing drinks but Rooh Afzah is the biggest competitor with respect to market share it has around 30% of market share whereas Jam e Shirin holds 55% of the existing market.

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Marketing Strategies
Core marketing strategy is to achieve the objective of creating a culture of Jam e shirin i.e. developing a whole generation of customers who have jam e shirin as their Top Of The Mind Recall and will not accept any other brand than jam e shirin

Target market
Many of the refreshment drinks and other drinks are available in the market of which most are pretty heavy on stomach, not very effective on quenching thirst, expensive and also not very healthy and has a number of side effects whereby Jam e shirin is 100% natural and with no side effects and great on quenching thirst and is quite low in price which makes it quite affordable for Socio Economic Class A, B, C and upper D hence it is a refreshing drink and is suitable for almost all ages So the target market for jam e shirin is thirsty people belonging to SEC A, B, C and D and of any age group.

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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 4Ps: Product, Price, Placement (Distribution) and Promotion.

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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. Qarshi Industries Pvt. Ltd is producing four different refreshing syrups which differ on the basis of their content and taste. These are used as medical treatments in some diseases and also taken otherwise too. Jam e shirin is one of these four refreshing syrups.

1. PRODUCTION POLICY
Being an established but not very huge local firm Qarshis production policy is to make the product available every where to all the market at all the times but considering there budget they analyze the market first and produce accordingly rather than over producing. It can be said that the production policy is market demand dependent.

2. PRODUCT IMAGE
Jam-e-shirin is enjoying more then 55%market share against his best competitors having just 30% which tells the story of jam-e-shirins image in market. Although some substitute products have tried building an image in the eyes of consumer using the word Lal Sharbat which has been quite harmful for the product growth.

3. INGREDIENTS
Refined Sugar Aqua Distillate Santalum album Aqua Distillate Rosa damascena Aqua Distillate Parmelia perlata Aqua Distillate Pandanus tectorius Aqua Distillate Andropogon muricatus Sodium Benzoate as Preservative Citric Acid
QARSHI

755-765 g 160 ml 106.66 ml 53.33 ml 42.66 ml 10.66 ml 1.066 g 1.066 g


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JAM-E-SHIRIN MARKETING PROJECT Food colour

4. INDICATIONS
Jam-e-Shirin Satisfies thirst and is refreshing. Offering Jam-e-Shirin to guests is a tradition.

5. FLAVORS
Jam-e-shirin is available only in one flavor that is red syrup. Some other drinks which fall in same category offered by Qarshi Industries are:

Illaichi Bazoori Sandal


6. PROCEDURE TO USE
Pour 25 ml Jam-e-Shirin concentrate into one glass (225 ml) of chilled water or milk and shake well. Jam-e-Shirin can be taken at any time of the day or night when desired, mixed with water, milk or diluted curds so as to suit your taste. One bottle (800 ml) of Jam-eShirin is enough to prepare 32 servings.

7. PRODUCT ATTRIBUTES
Here are some of the distinctive tangible and intangible features of Jam e shirin that give it its value to a user.

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A)

PRODUCT QUALITY

Qarshis focus is highly towards the quality of its products. Qarshi is the only organization in SAARC, Middle East and Africa having 6 International Certifications / Accreditations ISO 9001 ISO 14001 HACCP ISO 17025 (Norway & PNAC) Organic Certification Hence, there is a whole institute for this purpose which is named, Qarshi Research International which is meant for R&D and quality assurance. In the case of jam e shirin a number of around 140 quality tests are applied to guarantee the customers of product quality and their health.
B)

PRODUCT FEATURES

These are the main features of Jam e shirin that makes it the brand leader and customer choice. QUALITY As described earlier Qarshi focuses highly on this aspect that doesnt end up on the product contents but quality can be seen through naked eye in bottles, labels etc

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AVAILABILITY The main strategy of Qarshi to beat its competitors is to make the products available everywhere that is where they beat their best competitor Rooh Afzah too. AFFORDABILITY Jam e shirin is affordable by almost all the group of people. The people who cant afford substitutes like Coke and Pepsi even they can afford Jam e shirin as in almost similar cost one can have more of Jam e shirin than Coke or Pepsi and then it is much better in quenching thirst if compared to the substitutes.
C)

PRODUCT DESIGN

Qarshi is realizing the importance of products design now and are working on improving their products design and look. Some years ago they changed the glass bottle with a plastic PET bottle and recently they have launched a better and more attractive bottle with a nice label for Jam e shirin SUGAR FREE which depicts there concept of improving product design. BRANDING Branding is a very important feature in marketing. There is a group of customer who buy just for the sake of brand and nowadays companies are striving hard to make a brand image. Qarshi too is one of these companies and is striving hard to develop a TOP OF THE MIND RECALL. Although to some extent they have already created a brand image that they provide 100% pure products and people trust them for that. PACKAGING

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JAM-E-SHIRIN MARKETING PROJECT Jam e shirin some years back used to be found in the market in a glass bottle which was not very fine and was quite heavy in weight then they changed it to a plastic recyclable bottle which was quite lighter than the previous one and easy to handle and unbreakable too. This bottle is currently being used for packaging and it can be found in following three sizes.

800
ml

1500
ml

3000
ml

LABELING Labeling is also quite important a label should contain all the information relating use of the product, precautions if any, dosage if any and at the same time it shall be attractive enough to attract the customers. Jam e shirin sugar free has a better and more attractive label than Jam e shirin simple.

8. PRE-SALES OR AFTER-SALES 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.

9. VALUE FOR COMPANY


According to the company Jam e shirin is a cash cow for them as it has emerged as a market leader and the product is directed in the beverages industry where there are too many firms so finally the product emerges as a CASH COW for the company which is a continuous source of good revenues for the company.

10.COMPETITIVE ADVANTAGE
Jam e shirins competitive advantage is its natural ingredients, purity and lighter taste on stomach.
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PRICE
Price is the value that customers give up or exchange to obtain a desired product. There are quite a number of points that the company keeps in view before deciding the price of a product. For Jam e shirin these are discussed as follows.

1. PRICING STRATEGY
In the very start, when the company started producing Jam e shirin they used Penetrating strategy to face the competition. This was because Rooh Afzah was having most of the market share. The firm has not yet changed its pricing strategy from Penetrating Strategy as it is still trying to develop a generation of Jam e shirin drinkers and also because of the close competition faced in the market

2. COMPETITION & JAM-E-SHIRIN


Competition plays a vital role in the pricing decisions. According to Qarshis management Jam e shirin is in Pure Monopolistic Competition as they and their closest competitor Rooh Afzah are the major market players which can be understood by the following facts PRODUCT MARKET SHARE (PERCENTAGE) Jam e Shirin Rooh Afzah Others 55 30 15

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3. COMPETITORS PRICES
Usually the prices are based on the quality of the product but they may vary in some special circumstances For Example if Rooh Afzah reduces the price then this is the policy of the company that they will also reduce the prices to stay in competition. Other wise they will loose their market position.

4. CASH DISCOUNT
Qarshi never got involved in cash discount schemes. There is not concept of seasonal, quality or functional discount offer yet by Jam-e-shirin, and according to the company officials they are not thinking of any of such type of discount on price in future too.

5. SPECIAL OFFERS
Jam e shirin is quite often seen with some special offer like 100 ml extra on 1500ml bottle or some 10% off scheme .

6. PROMOTIONAL PRICING
Jam e shirin is market leader in red syrup market so; the company is using Promotional Pricing Strategy which is to encourage the customers to buy but totally based upon the quality of the product and Qarshi takes no risk on the part of customers health and quality of the product. So the pricing is promotional and quality based.

7. GEOGRAPHICAL VARIATION
Price of the jam-e-shirin remains the same with in the boundaries of Pakistan and does not vary on any geographical grounds. Although the international prices are different and are charged in dollars not in Pakistan rupees.

8. COST
Jam e shirins cost of production is not very high and thus it makes its prices affordable for almost everyone.
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9. QUALITY
Qarshi Industries Pvt. Ltd. Is not willing to compromise on quality anyway and that is why they are the only company in SAARC countries with more than seven certifications of quality but in case of Jam e shirin because of natural and herbal ingredients even the quality is not very expensive

10.SUBSTITUTE
The prices of most of the substitute products are higher than Jam e shirin. Although they are found in smaller packings which makes them affordable

11.CONSUMER
The demand of consumer is the main thing for pricing of a product like in the case of Jam e shirin if the customers are willing to buy only Jam e shirin then price decisions might change but considering the current market of Jam e shirin where there is market leadership but close competition even the demand does not make it easier. If the prices go up consumers will opt for the competitor brand

12.GOVERNMENT
Government has reduced the taxes for soft drinks to encourage the manufacturers and importers and promise to maximize profits hence making it more price convenient.

13.RETAIL PRICES
QUANTITY PRICE
(Rupees)

800 ml 1500 ml 3000 ml

90 150 275

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PROMOTION
1. TARGET MARKET
First of all the company looks for the target market and the ideas that will influence the consumers before adopting any mode or any strategy of promoting the product which then decides it budgets and afterwards adjustments

2. PROMOTIONAL STRATEGY
Qarshi nowadays is following

PULLSTRATEGY
They are making new adds, advertising more and trying to build a Top Of Mind Recall to make Jam e shirin more demandable and either retain its position or grow even more. Although in the start they were using the Push strategy to increase the sales and penetrate the market.

3. PROMOTIONAL BUDGET
Being a well established but middle sized local firm Qarshi concentrates on product quality more and less on promotion hence has low promotional budget as compared to huge multinational substitute manufacturers like Pepsi, Coke, Nestle etc. Jam e shirin is spending around 10% of its total sales on Promotion

4. PROMOTIONAL MEDIUM
Even with low promotional budgets Qarshi is quite into promoting its products and communicating to people a result of which was seen in the month of Ramzan, 2008 when there were two new advertisements for Jam e shirin
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5. PROMOTIONAL ACTIVITIES
Jam e shirin is involved in quite a number of promoting activities apart from the Television and other advertisement mediums. Jam e shirin also holds melas where the hold the stalls of Jam e shirin and they donate too like in recent earthquake that struck Pakistan on 8 October 2005 they donated Jam e shirin bottles to the victims which was helpful as well as promotional

6. CUSTOMER FEEDBACK
There is no proper department to conduct customer feedbacks and market researches but over the period of time Qarshi has realized this fact and paid quite some attention to customers and hence taken care of the customers without market research department but with sales team being nice to the customers and listening to them

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PLACEMENT/DISTRIBUTION
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.

1. DISTRIBUTION POLICY
Jam e shirin is following

INTENSIVE DISTRIBUTION POLICY


That is they are making Jam e shirin available everywhere and all general stores, super stores, medical stores. So that where ever the customer may go he finds Jam e shirin and the company as well as the product and the consumer does not face any availability issues.

2. MARKET
Jam e shirin is being marketed in both foreign and local markets
A)

EXPORTS

Jam e shirin is a strong export product for Qarshi and hence it is distributed through indirect channel by the use of intermediaries that are selected by the company also the company is very focused about its availability around the world.
B)

LOCAL DISTRIBUTION

Jam e shirin is a market leader and beats its best competitor Rooh Afzah effectively on their distribution policy that is intensive distribution.

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3. CHANNELS OF DISTRIBUTION
There are two types of distribution channels

Direct Channel Indirect Channel


Jam-e-shirin is pursuing indirect distribution channel. They are following this method: Company Intermediaries Retailers Final consumer

4. MULTIPLE INTERMEDIARIES
One of the factors that company usually considers while setting intermediaries and physical channels is that it can be difficult for only one intermediary to cover a large area. So keeping this in mind, company makes more than one intermediary to address a large area. It is to satisfy the consumer needs more efficiently.

PRODUCT TYPE
According to Qarshi officials they allocate there product as Convenience Product which means that the company is aware of the fact that the product has close competition and not a very definite competitive advantage so its sales rely heavily on its availability.

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S.W.O.T Analysis
SWOT has a long history as a tool of strategic and marketing analysis. It can be used to gauge the degree of fit between the organisations strategies and its environment, and to suggest ways in which the organisation can profit from strengths and opportunities and shield itself against weaknesses and threats

STRENGTHS Market leadership, capturing almost 55% of market share with the rest 45% not being
the market share of a single competitor.

Qarshis well established image of providing purity and quality. Easy availability of Jam e shirin on even the smallest of retail shops. Certifications and accreditations, Qarshi is the only organization in SAARC, Middle
East and Africa having 6 International Certifications / Accreditations.

Quality of Jam e shirin has remained same over the years and in all the seasons. Experience of marketing in Pakistan. Qualified and trained sales staff. Use
QARSHI

of local ingredients lowers the cost and also lowers the risk of stoppage in

production.
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Lighter on stomach and appraisal by customers. Strong financial and capital resources. First company in the field of red syrup to enter international market. WEAKNESSES Brand recognition in Sindh province has been poor over the years. Poor and non attractive bottling and labeling. Not
a very distinct competitive advantage and less awareness of advantage in the

consumers.

Concentrated drink instead of being a ready to drink like coke or Pepsi. OPPORTUNITIES Huge market of 174 million and inefficient competitors. Low labour and raw material cost because of local production. Never ending demand of foods & beverages industry. Room for more developments and flavors.
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THREATS Energy crisis Political instability and the image of country. Availability of multinational substitutes in the market. Uncertainty in currency exchange rates. Legal
standing within the foreign government. Strong government interaction and

changes in policies

WTO making competitors to go global too. Global crisis

CONCLUSION
Jam e shirin is already a market leader and has a lot of potential to grow even more. If the company pays a bit more attention to the promotion and enhances its advertisement budgets to compete at least with the local competitors and substitutes. An effective marketing campaign shall be used to eliminate the concept of non presentable red syrup (lal sharbat).Also variation in flavor can help capture some more part of the market. The company should also make the product available in both concentrate and ready to drink forms and in even smaller sizes like a 250 ml PET bottles like the ones of Pepsi and Coke available in the market and also with low prices like Rs.15.

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JAM-E-SHIRIN MARKETING PROJECT Bottling and labeling also needs attention the bottles shall look more attractive like the bottle of Fanta was recently changed to a bit more attractive one or the bottle of Minute Maid Pulpy Orange by Coke has a very nice presentable bottle and labeling paper needs improvements as it is often seen torn or having stains. Qarshi officials should conduct consumer feedbacks and advices to know actually what the consumer wants and improve Jam e shirin accordingly.

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