Re Positioning Qarshi Johar Joshanda

1. SyedaNeelum Asif
Muhammad Zakaria
AdilAslam Virani
Advertising
Term Report
Submitted to
Sir Khurram Nasir

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Company Name
Qarshi Industries Private Ltd.
Introduction
Qarshi Industries private Ltd. is one of the largest natural products companies in Pakistan. It is a
modern and progressive facility that manufactures and markets leading brands that have become
household names. As a leading manufacturer of Natural Products, Qarshi is engaged in
promoting healthy living for over seven decades. It has been offering blend age-old Oriental and
Greek herbal preparations with the latest advancements in science and technology to provide safe
and effective products to its customers.
From humble beginning in 1968, Qarshi Industries private 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.S.C in
Chemical Engineering, laid the foundations of Qarshi Dawakhana that 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.
Vision Statement
Distinctive Leadership in Quality, Human Resource, Research & Development, Corporate Social
Responsibility
Mission Statement
To be Premier source of knowledge and Leadership for the Achievement of Economically,
Environmentally and Socially Sustainable Development
Qarshi Management System Policy
We, at Qarshi Industries Private Ltd aim to become the global leader in Natural Health Care
Products, Traditional Sherbets, Natural Mineral Water, and Natural Juice based Beverages,
Instant Powder Drinks and Farm products.

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This, we believe is possible by providing quality, safe and Halal products through hygienic,
environment friendly, safe processes and practices, compliant to National & International
Standards and applicable regulations addressed in Qarshi Management System.
We are committed to the total satisfaction of our customers which is ensured by continual
improvement in our system and development of a nake-niyat, competent, dependable and
hardworking team.
Johar Joshanda Natural Tea
Brew a soothing cup and enjoy the many benefits of Johar Joshanda Natural Tea. Treat yourself
to a cup of this comforting Natural Tea and experience a different kind of joy. Johar Joshanda
Natural Tea is a simple, effective, inexpensive way to enjoy the taste and benefits of herbs. It
makes your senses pleasantly stimulated, the warmth of the cup in your hands, the visual
pleasure of the delicious fragrance and finally the calming deliciousness of that first taste! The
herbs used in the product strengthen, nourish and enliven the whole body through their supply of
powerful plant nutrition.
Ingredients
 Black Tea
 Peppermint
 Liquorice
 Fennel
 Eucalyptus
 Hyssopus
 Vasaka
 Ginger (Zingiber officinale)
Composition
 Glycyrrhiza glabra, Ext. 42.55 mg
 Adhatoda vasika 21.27 mg
 Hyssopus officinalis 21.27 mg
 Starch 21.27 mg
 Thea sinensis 10.63 mg
 Soma kalpa 10.63 mg
 Mentha piperita Ext. 2.86 mg
 Foeniculum vulgare,Oil 2.38 mg
 Eucalyptus globulus, Oil 0.77 mg
Directionfor use
Mix the contents of a sachet of “Johar Joshanda Natural Tea” in a cup of hot water, tea or coffee
and sip it while hot.

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Johar Joshanda Variants
Johar Joshanda also available in three variants Chocolate, Pure Honey and Sugar Free
Selected Brand
Qarshi Johar Joshanda
Marketing Mix

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The Marketing mix is generally accepted as the use and specification of the four P’s describing
the strategic position of a product in the marketplace.
Product
For the product planning your resources must kept in mind. Human resources must also be
determining. And target market and segment must be determined in production planning. When
requirements of consumer become need then production must be need. Without need of

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consumer the existence of product is difficult, our product is Johar Joshanda. And the market
share of the Johar Joshanda is 85%.
Product consists of quality, features, selling and brand name.
International Certifications
Accreditations
ISO 9001 (UK)
ISO 14001 (UK)
HACCP (CHINA)
ISO 17025 (Norway)
Organic Certification (Holland)
Packaging
5 gram Sachet
Sachet Box (1x24)
1 Box 24 Sachet
CompetitiveAdvantage
Qarshi Johar Joshanda has comparative Advantage against their competitor; it’s the most selling
and best Joshanda of Pakistan.
As we all know, Johar Joshanda is one of the flagship brands of Qarshi Industries and is the
market leader in its category. Due to its highly consistent quality, Johar Joshanda is used by
consumers, of all ages, all across the country and abroad as well. On May 5th, 2008, TIME
magazine endorsed Johar Joshanda as one of the Best Brands of Asia. It was the cover story and
the article thoroughly explained the benefits, usage and market leadership of Johar Joshanda.
This is a reflection of Johar Joshanda’s tremendous market success as a true mega brand with a
broad consumer base. Further, the recognition by TIME further strengthens Johar Joshanda as a
global brand. This is a matter of great pride for Qarshi Industries and for every Pakistani as well
as a testimony to Qarshi’s time-tested reputation of product excellence. In addition, this
milestone has not been achieved by any other Pakistani consumer brand so far, in any product
category whatsoever. Coffee addicted market share also captured.

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Price
The primary and secondary economic research, survey, and many other factors must keep in
mind while setting the price. The market situation and condition of country must also keep in
mind. Price list price, discount price, short term benefits or incentives, Allowance etc.
 Normal Johar Joshanda Sachet Price 8 Rs Normal
 Flavored Johar Joshanda 10 Rs each Sachet
 Ginger Flavored Sachet will be 10 Rs Each
 Coffee flavor 2 in 1 sachet each Rs 10
 Tea flavor 2 in 1 sachet each Rs 10
Instant Herbal Tea, effective remedy for catarrh, cold, cough and physical fatigue. Instant Herbal
Tea, effective remedy for catarrh, cold, cough and physical fatigue. The physicians of the past
made an effective prescription of Joshanda for catarrh, cold, cough and fever. Qarshi R& D Cell
has succeeded in preserving the effective ingredients of Joshanda in the form of granules.
Place
Location of Qarshi private ltd are in Khyber Pakhtoon khuwa , Lahore and Karachi, available
Everywhere at Pakistan.
 Channel
 Location
 Transportation
Action
Johar Joshanda instantly dissolves in water. It includes all the ingredients that relieve flu, catarrh,
cough, fever, sore throat and sinus blockages.
Indications
 Flu,
 Catarrh,
 Cold,
 Cough,
 Fever,
 Throat
 Irritation,
 Sore,
 Throat,
 Sinus Blockage.
Discount Offer

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The Qarshi offer’s 5% discount on Johar Joshanda.
Promotion
“Promotion is any form of communication used to inform the people about an organization or
any product, services, image and ideas” Promotion consists of four types
 Advertising
 Personal Selling
 Sales promotions
 Public Relation / Publicity
The best time to promote Johar Joshanda is winter season from October to February in all over
the Pakistan. Promotions are short term incentives.
Target Market
The target market of Johar Joshanda is Males, Females, and Children Mostly all ages. And
moving towards sales where you hit the consumer directly.
Market segmentation
Company divides the consumer according to the age, gender, and income. An urban and sub-
urban person’s of the countries and whole Pakistan in which Qarshi operates is the market
segment of our product.
Primary focused
The primary focus of company to promote the product in market is.
 Television
 Mass media
 Cable network
 News papers
Especially on the Geo TV network during the month of Ramadan Qarshi is the co-sponsor. The
target market of our product is the Males and Females. The market segment of our product is the
urban areas, as well as rural villages and whole Pakistan.
Company sale product through
Distributors
Regional Distributors

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Wholesalers (30%)
Retailer (70%)
Direct Competitors
 Hamdard Joshina
 Ahmed Joshanda
 Hashmi Joshanda
 Marhaba Joshanda
 Seasons Joshanda
Indirect Competitors
 Medicines
 Tablets
 Syrups
 Injections
Brand Positioning
Tea Time bun gaya Johar Joshanda Time
Why Brand Positioning
We want to make a habbit of Johar Joshanda for Better Health
Effect on Target Market
Product awareness, Healthy flavors
Effect on Competitors
Qarshi Johar Joshanda is the market leader in Herbal tea also the best selling Joshanda in Asia
time.
1-Uniqueness

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 It is an herbal tea.
 Sugar free granules
 Preventive measure of flu.
2-Credibility
 It is 100% Natural.
 Customer trust on it as it fulfills his need.
 It is market leader and star product.
 Its sales are 150 million annually.
 It has 85% market share.
 It is also available in Middle East, UK and Afghanistan etc.
3-Brand fit to target Audience
 It has excellent remedy for all types of Flu.
 It is preventive measure and treatment of Flu in the form of herbal tea.
 It immune the system and regulate it.
 It is in attractive and convenient packing.
 Easily and quickly dissolved in all (hot water, tea and coffee.)
 It is fit for Middle and low profile in urban and rural areas.
All are the basic and primary needs of the target market and Johar joshanda cover these all.
Brand Image
Association
1-Attributes and Features
 It is instant herbal tea.
 It is in very convenient packing.
 It is easy to use.
 It is in sachet packs of off white and brown color.
 It is in the granules form.
 It is quickly dissolve in hot water /tea/coffee.
2-Benefits
 Excellent remedy for all types of Flu.
 It is used as the preventive measure and treatment of Flu cough and Cold.
 It enhances and regulates the immune system.
 It is 100% Natural and Herbal.

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 It is sugar free and in other flavors
3-Beliefs and Values
 It is an herbal tea.
 It is guard protect from Flu, cough and cold.
 Feel pride to take herbal tea.
 It’s a unique brand for me .Family approved me with it.
Brand Persona
 It is intelligent product
 It is a powerful in action.
 It is fashionable in nature ( as it is herbal tea having medicated origin)
 It has versatile features
Total Marketing Budget
Marketing budget for Qarshi Johar Joshanda is approx Six Million. Two TV Commercials from
14 Dec to 15 Feb Winter season in Pakistan.
Media Strategy
3 Bill boards on Sharah E Faisal (Nursery Bridge) 1 lakh Rs for each Total Rs. 300,000
3 Bill boards on Mall Road Lahore near Hall road 1 lakh Rs for each Total Rs. 300,000
3 Bill boards GT Road Peshawar 1 lakh Rs for each Total Rs 300,000
3 Bill Board Hyderabad N Highway 1 lakh Rs for each Total Rs 300,000
TV Commercials 9:00 PM to 10:00 PM (4 times) after every 15 Minutes
5 Channels
Health TV (50,000 X 2 Minutes) Each Ad 30 Seconds
Geo News (50,000 X 2 Minutes) Each Ad 30 Seconds
ARY News (50,000 X 2 Minutes) Each Ad 30 Seconds
Samaa News (50,000 X 2 Minutes) Each Ad 30 Seconds
HUM TV (150,000 X 2 Minutes) Each Ad 30 Seconds

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News Papers
Jung (Rs.15000) Every Sunday for 2 months.
Express (Rs. 15000) Every Sunday for 2 months.
Size 600” X 616”
Break Up
Rs. 45,040,000 (21 Days except Newspaper)
Statement of contribution
1st
Report 100% Muhammad Zakaria, Adil Virani and Neelum Asif
2nd
Report 100% Muhammad Zakaria, Adil Virani and Neelum Asif
1st
Presentation 100% Muhammad Zakaria, Adil Virani and Neelum Asif
2nd
Presentation Muhammad Zakaria, Adil Virani and Neelum Asif
Print Media 100 % Muhammad Zakaria, Adil Virani and Neelum Asif
Print Board 100% Muhammad Zakaria, Adil Virani and Neelum Asif
TV Commercials Muhammad Zakaria, Adil Virani and Neelum Asif
Special Thanks to Zeeshan Shafi and Adeel Baig
Internet Theme
100% Muhammad Zakaria
https://twitter.com/qarshijoshanda
https://www.facebook.com/Advertising.qarshi.Johar.joshanda