jam e shereen
Post on 14-Nov-2014
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Jam - e Shirin
Yasir Butt Zagham Abbas Humayun Rehman Miqdad Hassan Abdul Samad
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CONTENTPage No 3 4 5 6 7 14 16 20 24 Title Qarshi history Qarshi logo and slogan Qarshi vision statement CEO massage MARKETING MIX Product price Distribution Promotion References
History of QarshiFrom 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.
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.
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.
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.
MARKETING MIXMarketing 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.
PRODUCTProduct 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-eshirin. 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.
PACKING AND SIZE:The packing of the product is based on the nature of the product. Because jam-eshirin is a red syrup category so its 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-eshirin 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-eshirin. 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.
JAM-E-SHIRIN and BOSTON CONSULTING GROUP:
QUESTION STAR MARK DOGS
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.
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-shirins has a competitor like hamdards product. According to jam-eshirin 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-eshirin 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.
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 jame-shirin. Advertisement cost is one which is not often considered because advertisement varied on different stages. So this is one which is least considered.