Marketing plan for Qarshi

1. Thank You, Next?

2. About NEXT STEP AGENCY
VISION:
“We believe in taking challenges and we turn heads by creating traditional
campaigns which infiltrate culture and become phenomena for others.”
MISSION:
“We partner with our clients to create meaningful and unique work that will help
them to achieve business objectives` through delivery of creative excellence and
novelty based purely on insights”

3. About NEXT STEP AGENCY
We’re a 360 degree media agency, aiming to create record breaking work that
serves impact and effect. We take care of the trends and needs of the market.
Because we know, if it is not wanted by the world, then it’s just noise. With our
expertise in ATL, BTL and digital media, we provide great experience. We create
impactful ideas which infiltrate culture. We use perfect media mix with reasonable
prices for our clients. We plan, design and present in the most creative and
innovative way to retain and gain clients. We believe in setting up trends for others
to follow. Our tagline “Thank you, next?” depicts our attitude and positive
approach towards taking challenges. We are always ready to produce new
creative ideas and deal with all sorts of challenges which makes us to stand on the
top of list.

4. Our TEAM
MUEED ZAFAR (Founder/Account Director)
One part executive, one part entrepreneur, one part
meme lord and one part strategist. Too many parts?
Well this is exactly why Mueed Zafar is our Founder
and Account Director. Proud founder has one moto
in life, to have fun in journey through life and learn
from everything. That’s why he encourages the whole
team to take risks, to push the envelope with every
idea. He is ingenious yet viable is his definition of
creativity. A man who is always on his toes ready to
embark on new ventures is nonetheless a gem to the
company. Bestowed with the trust essence of a
leader he knows how to bring out the best in us. He
drives us to exploit our true potential. It will be no
exaggeration to say that he fuels the agency. His
witty sense of humor, his hunger for success makes
him the perfect leader for the company. Being an
Account Director, his most prominent skills are
communication, inter-personal skills and managing
and dealing with people that he fulfills superbly.

5. Our TEAM
MISHQAT AMIR (Creative's Head)
Putting up client’s ideas into action is what our
Creative's Head Mishqat Amir does. She always
comes up with creative and innovative ideas for the
client’s needs. She has been our ever reliable source
of happy clients. With the knowledge of the clients
requirements acquired through the account
executives, she bridges a perfect bridge between
them and the creative team. Her jolly and uplifting
spirit always motivates and inspires our team into
creating a masterpiece every time. Whether it is
perfectly executing a well drafted brief or turning a
very vague idea into a well crafted product, she
manages to hit the nail on the head.

6. Our TEAM
AWAIS AWAN (Planning Head)
Planning is a crucial part which can go wrong pretty
easily and that is the reason we have Awais Awan as
our Planning head. His analytic and confident
personality helps him to master all the difficult
situations. He’s a tidy planner and his foresight help
our agency to live in future and it's clear to see why
he'll be managing the project's plans and schedules.
He assists our Founder to monitor and manage all the
departments on quarterly basis and assist all team
members to manage all production schedules. He'll
also be responsible of identifying our customers
segments and create planning studies and generate
reports about new programs, plans, and regulations.

7. Our TEAM
FAIQ KAMAL (Media Head)
Our Media head, Faiq Kamal will be responsible of
figuring our different ways of placing and promoting
our product. He actively participates in promotional
projects happening around him. He knows when to
bring out ideas in keeping up with the trends. He has
good market knowledge and knows how it works plus
he's a friendly dude with impressive communication
skills so it won’t be hard for him to be managing
employees and third-party vendors and coordinating
multiple channels of marketing strategies. He's not
always been great at mathematics, however he is
extremely reliable with managing budgets for
marketing campaigns and assuring that he gets the
value for his money.

8. Our TEAM
SHEIKH SUBHAN (Production Head)
Role of Production Head is to oversee how
advertisements are placed in media channels such
as websites, television ads, newspapers, films or
magazines. He also serves as intermediaries between
clients and ad agencies when developing an
advertising campaign. An advertising production
head is in charge of how a company, organization or
group promotes itself to the public. Sheikh Subhan is
suitable for this job because he is passionate and
good in communication and relationship building. He
works hand-in-hand with creatives, media and
accounts department. Being well aware of his role,
he never disappoints the agency in bringing out
plans in the best of manner.

9. Our SERVICES
Print and Electronic Marketing Strategy Video Making
Media Advertising and Editing
Media Buying and Digital Marketing ATL Advertising
Planning
BTL Advertising Concept and
Content Creation

10. Our CLIENT
QARSHI JOHAR JOSHANDA
• Nation's leader in selling mass-market versions
of medicinal recipe
• 85% of market share under the belt
• Used for sore throat, cold and flu
• Available in four flavors

11. Situation Analysis
Industry Analysis
• Forecasting our Demand and supply
• 94.8% of people use Joshanda over all
• Our Market share is 85 percent
• Still 9.2 percent needs to be concurred
Consumer Analysis
• Most people take Qarshi Johar Joshanda
when they are sick
• Mostly Middle aged people
• As Pakistan is the tea drinking nation, they use
such products

12. Marketing Mix (4Ps)
Product:
• One serve 5 gram sachet
• Available in different flavors:
– Classic, Sugar free, Chocolate, Honey
Pricing:
• Sachet is for Rs. 10
• Box is for Rs. 220
• Inexpensive and Affordable
Placement:
• Wholesaler
• Super stores
• Retailers
Promotion:
• Television ads
• Radio ads
• Newspapers and Magazines
• Billboards
• Social Media ads

13. PEST Analysis
Political Factors:
• Large numbers of national and
international certificates
• High protection of copyrights
• Increasing Government focus on
Health care products.
Economical Factors:
• Manufacturers has to be able to change
the production according to the season
• Consumer confidence is very high
• Economically, consumers don’t think
much before the purchase
Social Factors:
• Targeting tea drinking nation
• Pakistani culture and tastes
• Consumers believe in old effective
remedies
• Socially herbal products are acceptable
Technological Factors:
• No protection with similar products or
products with similar changes
• Flexible manufacturer (according to demand)
• Digital ways to advertise

14. Market Research
Do you or someone in your family drinks
Qarshi Johar Joshanda?
How often do you or someone in your
family takes Qarshi Johar Joshanda?

15. Market Research
According to you what is Qarshi Johar
Joshanda good for? Check all the options you
think are right.
Where have you come across a Qarshi
Johar Joshanda ad? Check all the
options you think are right.

16. Market Research
Who do you think is the competitor of
Qarshi Johar Joshanda?
If you come to know that Qarshi Johar
Joshanda protects and fights against
the initial symptoms of COVID-19 will
you start taking it regularly?

17. SWOT Analysis
STRENGTHS:
• Good brand image
• Natural herbal ingredients
• Low Cost/Affordable
• Tastes Good
• Available in different flavors
WEAKNESSES:
• Overhyped flu remedy (Thinking)
• Some countries don’t even recognize
OPPORTUNITIES:
• Expansion in different countries
• Low cost production
• Product expansion
THREATS:
• Change of customers needs
• Some ingredients are banned

18. Competitors
Hashmi Joshanda
• Sachet size 4.5gm, Price: Rs 8
• It cures cold and cough
• It eases with mucolytic effects
• According to our survey, 26.7% of
people believe that it is the main
competitor.
Marhaba Joshanda
• Price: Rs 10rs
• Full pack price: 210rs for 30rs sachets
which means 7Rs for one sachet
• Cures cold, flu and cough
• According to our survey, 43 percent of
people believe that it is the main competitor

19. Competitive Edge
Why Qarshi Johar Joshanda is better?
• Good Brand Image
• Herbal and Natural ingredients
• Range of Products
• Available in different flavors
• Tastes better than its competitors
• 85 % share because of consumer preference

20. Strategic Decisions
Objectives of the Campaign
• Create awareness about new features of
Qarshi Joshanda:
• Immunity Boost
• Protection against Covid19 symptoms
• Presenting our product as a major part of a
healthy lifestyle and should be used regularly
• To encourage new people to try and
understand its benefits
• Increase Market share

21. Strategic Decisions
Target Audience
• Middle aged and above
• People who are conscious about health
• People who desire to live a healthy lifestylle
• People who have Sinus and allergy issues

22. Strategic Decisions
Brand Positioning
Wide
choice
Limited
Choice
High Energy Low energy
Less Tasty
More Tasty
Less Natural
More Natural

23. Strategic Decisions
Brand Personality
• Oriented towards family values
• Fashionable in nature
• Oriented towards a healthy lifestyle
• Honest and reliable (natural Ingredients
Desired Brand Image
• A herbal tonic that should be taken regularly
• It encourages healthy lifestyle
• It helps against Covid19 symptoms
• It is a product for the use of everyone of any
age

24. Creative Brief
Creative Strategy
To create classic campaign for informing
people that Qarshi Johar Joshanda protects
against Covid19 symptoms and encourage
people to use it regularly.
Campaign Design
ATL, BTL, TTL
(ads, posters, billboards, TVC)
Media Options
Social Media, Billboards, SMS
Radio, TV, Cable ads, Magazines

25. Media Campaign Design
Billboards:

26. Media Campaign Design
Social Media:

27. Media Campaign Design
TVC:

28. Media Strategy & Schedule
Budgeting
According to all the advertising mediums we
have planned that Qarshi Johar Joshanda’s
promotional budget should be around 9M.
Ad placement and Scheduling
Billboards:
Total of three billboards around Lahore for one
month:
• Airport Road Askari 10 (0.6M)
• Cavalry Road (0.5M)
• Mall Road (0.8M)
• Johar Town, Abdul Haq Road (0.5M)

29. Media Strategy & Schedule
Ad placement and Scheduling
Television:
15-seconds TV ad will run six times in the day
(from 1st June till 1st July) on six channels:
• ARY News (0.8M for 90 seconds)
• ARY Digital (1M for 90 seconds)
• Health TV (0.5M for 90 seconds)
• Geo News (1.25M for 90 seconds)
• Hum TV(1.5M for 90 seconds)
• Samaa News (0.8M for 90 seconds)

30. Media Strategy & Schedule
Ad placement and Scheduling
Newspaper Ads:
For a month (from 1st June till 1st July), every
Saturday and Sunday, an ad of the size of
16cm x 25cm:
• Dawn (50K for 8 ads)
• Jang (40K for 8 ads)
Radio Ads:
For a month (from 1st June till 1st July), with two
channels advertising a 10-seconds audio ad
after every one hour:
• FM106,2 (50K)
• FM98.1 (40K)

31. Media Strategy & Schedule
Ad placement and Scheduling
SMS Advertising:
200,000 messages x0.6M (for one month)
Approximately 6600 messages sent daily
on All Mobile Networks
Social Media Ads:
Facebook and Instagram:
3,500-8,000 people Interactions daily for one
month × 17K
Same ad will be previewed both on Facebook
and Instagram
Cable Ads:
In Gulberg, DHA, Johar Town.
Gulberg - 50 Ads Daily × 0.4M.
DHA - 50 Ads Daily × 0.35M. Johar Town - 40
Ads Daily × 0.45M.

32. Recommendations for IMC Tools
Recommendation
• Managing a sales force to distribute free
samples and inform people about its benefits i-
e, Qarshi Johar Joshanda can help to prevent
initial symptoms
• In sales promo and campaigns, portraying that
Qarshi Johar Joshanda as an essential tonic to
be consumed regularly for healthy lifestyles
• Setting up stalls with our representatives; at
grocery marts or pharmacies so that they can
inform and educate people about Qarshi
Johar Joshanda and its importance in this
global pandemic

33. Recommendations for IMC Tools
Recommendation
• After our planned media campaign for one
month ends, it is expected that people will
start going out of their houses more often
adapting to this pandemic so we will need to
increase our advertisements on billboards and
flyers
• May need to reduce our budget on TV and
invest more in BTL and directly interact with
customers

34. THANK YOU!