ASSIGNMENT ON JAM-E-SHIRIN

8/9/2019 ASSIGNMENT ON JAM-E-SHIRIN

http://slidepdf.com/reader/full/assignment-on-jam-e-shirin 1/16

ASSIGNMENT ON JAM-E-SHIRIN

SECTION: ³B´

SUBMITTED TO:

PROF. K. ASIM

SUBMITTED BY:

WASEEM AZAM

L1F08MBAM2141



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 public.

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 hasnow 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 python 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.

Qarshi brand is a household name in Pakistan with a major share of the market. Our products are available in many international markets like UAE, Saudi Arabia, UK, USA,

Canada and Afghanistan. We are expanding our overseas operations.



INTERNATIONAL RESARCH

Qarshi Research International Pvt. Ltd. is the only internationally accredited lab in

Pakistan. "Tradition of Research, Assurance of Quality" is not merely a slogan for

Qarshi. Qarshi and Research has a very strong bond between them since decades. The

history dates back to Mr. Iqbal Ahmad Qarshi's personal lab working since 1971.

Under the guidance, supervision and direct working of Mr. Iqbal Ahmad Qarshi,approximately 100 products were developed based on indigenous knowledge of

ayurveda, Tibb e Islami and experiences gained through his forefathers. Out of these 100

established products about 8 products are in market. These include the mega brands liked

Johar Joshanda, Surficol tab & Liquid, Demaghi, Gestofil Tab & Liquid, Toot Siah etc.

To be No. 1 in Quality was an important part of Vision 2005 that could not come up

without research and continuous development in all fields. High investment was needed,

but as it was the passion and love of the founder so was not impossible.

Highly trained scientists and technicians conduct research, using the latest equipment like

: HPLC, GC, / MS, Atomic absorption, UV - Visible spectrophotometer meters, FT-IR

and are continuously working in association with below renowned organization

Central Drug Testing Laboratories

Qarshi, with a 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.

Quality is our utmost and continuing priority. Every step in the manufacturing process is carefully monitore

our Quality Control professionals to provide the consumer with the very best of every product. Our aim is t

the leader in the field of Natural Products worldwide.

Humanity today faces immense challenges. With vast economic expansion on a worldwide scale, the

health of our consumers are 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.



(Government of Saudi Arabia.KSA)

HEJ Research Institute of Chemistry

(University of Karachi, Pakistan)

PCSIR Laboratories

(Government of Pakistan, Pakistan)

WWF ± Pakistan

INTRODUCTION OF PRODUCT

Jam-e-Shirin is 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.

The components 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.

A tasty, refreshing and efficacious drink

Not a single drop of water is used during its preparations.

It is prepared from pure distillates (Araqiyat)

Jam-e-Shirin satisfies thirst and 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.

Jam-e-Shirin Satisfies thirst and is refreshing. Offering Jam-e-Shirinto guests is a tradition.



S logan of Jam-e-Shirin

³ Light light refreshing, Qarshi Jam-e-shirin´

MARKTING MIX

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. One version of the origins of the marketing mix starts in

1948 when James Culliton said that a marketing decision should be a result of something similar to a

recipe. This version continued in 1953 when Neil Borden, in his American Marketing Association

presidential address, took the recipe idea one step further and coined the term 'Marketing-Mix'. A

prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which would see wide

popularity. The four Ps concepts are explained in most marketing textbooks and classes.



y 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 consumer the existence of product is difficult. Our product is jam-e-

shirin. And the market share of the jam-e-shirin is 55%.

Ingredients

Refined Sugar 755-765 g



Aqua Distillate Santalum album 160 ml

Aqua Distillate Rosa damascena 106.66 ml

Aqua Distillate Parmelia perlata 53.33 ml

Aqua Distillate Pandanus tectorius 42.66 ml

Aqua Distillate Andropogon muricatus 10.66 ml

Sodium Benzoate as Preservative 1.066 g

Citric Acid 1.066 g

Flavors

Jam-e-shirin is available only flavor that is red syrup. Some other drinks which fall in

same category offered by qarshi industries.

Jam-e-shirin is a sweet, refreshing and pleasant in taste Syrup specially being

manufactured to introduce a presentable beverage for all seasons.

Sharbat-e-Sandal: is also equally good a Syrup, rather unique in taste and

satisfaction.

Rose Water: Pure aqueous distillate of rose petals. Traditionally, it has been

used for cleansing eyes, face and to keep skin fresh and healthy.

Product Quality

The Qarshi¶s products are the name of naturally quality. And according to our search

139 quality tests are applying on our products and its increasing with the time and they

can¶t be decreased even for values low.

Qarshi is the only organization in SAARC, Middle East and Africa having six

international certification

International Certifications/ Benefits to the Consumers

Accreditations

ISO 9001(UK) Quality Management Systems



ISO 14001(UK) Environment Management Systems

HACCP ( CH IN A) Product Safety Systems

ISO 17025(Norway) Intl & National Accreditation for

Quality standards

Organic Ce rtification Chemical & Pesticide free Cultivations

( H olland)

Packing

800 ml,

1500 ml,

3000 ml PET Bottles.

Instructions for 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 desire mixed

with water, milk or diluted curds so as to suit your taste. One bottle (800 ml) of Jam-e-Shirin is enough to prepare 32 servings.

Comparative Advantage

Jam-e-shirin is the only drink in market that is 100% natural. It used the SANDAL,

GULAB etc. that are purely natural. It does not effect the stomach as like the foreign



drinks. A Qarshi industry is a registered company. And jam-e-shirin is also registered

product.

It makes a delicious milk shake and its other intake, whether added to water, dessert like

custard, ice cream, Falooda, Feerni, always offers a pleasant, soulful experience

Product modifications

Market some changes must be made which depends on countries laws and their people

taste, language etc. i.e. in jam-e-shirin company used two types of sugar synthetic sugar

x, and synthetic sugar y. In U.K Synthetic sugar x is banned and y is used, but in U.S.A

sugar y is banned and suger x is used. And work country to country according to their

requirement and avoid from its restriction.

y PRICE

The primary and secondary economic research, survey, and many other factors must kept

in mind while setting the price. The market situation and condition of country must also

kept in mind. Is the customer price sensitive? Will a small decrease in price gain you

extra market share? Or will a small increase be indiscernible, and so gain you extra profit

margin? What discounts should be offered to trade customers, or to other specific

segments of your market? How will your price compare with your competitors? During

Inflation very care fully set the price, companies place burden on the consumer and profit

of the firm also decrease. Price of our product is reasonable and access of every body.

Mark et share of Jam-e-shirin



the market share of the jam-e-shirin is 55%.But the major competitor Rooh Afza has only

30% of the market share. And other beverage products has only 20%. Market share of

our product is 55% lies in the cash cow of the BCGMatrix.

Price Table

Quantity Outlet Price Wholesaler Price Retailer Price

800ml Rs.95 Rs.85 Rs.95

1.5liter Rs.150 Rs.140 Rs.160

3liter Rs.295 Rs. 330 Rs.360

Discount Offer

The Qarshi offer 10% discount on 3 liter bottle of jam-e-shirin. And company¶s outletsalso offer the discount on the purchase of the large volume of jam-e-shrini bottles.

y PROMOTION

55%

25%

20%

0%

10%

20%

30%

40%

50%

60%

Market Shares

Percentages Jam-e-Shirin

Rooh Afza

other



When is the best time to promote? Is there seasonality in the market? Are there any wider

environmental issues that suggest or dictate the timing of your market launch, or the

timing of subsequent promotions?

How do your competitors do their promotions? And how does that influence your choice

of promotional activity?

.

Target Market

The target market of jam-e-shirin is ³HOUSEWIVES´. And moving towards sales where

you hit the consumer directly. Targeting strategy or targeting is the selection of the

customers you wish to service. The decisions involved in targeting strategy include:

Which segments to target?

How many products to offer?

Which products to offer in which segments?

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 ³housewives´. The market segment of

our product is the ruler¶s areas, villages and whole Pakistan. And company not used the

³Bill Boards´ because they thought cost of bill boards is high and benefit is low, and

government of Pakistan also take action against bill boards and sign boards.

y PLACEMENT / DISTRIBUTION



Where do buyers look for your product or service? If they look in a store, what kind? In

a supermarket, or both? Or online? Or direct, via a catalogue? How can you access the

right distribution channels? Do you need to use a sales force? Or attend trade fairs? Or

make online submissions? Or send samples to catalogue companies? What do you

competitors do, and how can you learn from that and/or differentiate?

Company sale our product through;

Distributors

Regional Distributors

Wholesalers (30%)

Retailer 70%

Sales Team

Retailer ,

30%

Wholesaler,

70%

Wholesaler

Retailer



The company sales team also associated with the distributors and they distribute the

product to regional distributor, and regional distributor supply to the wholesalers, and

then wholesaler to retailer and the outlets. And they provide to the final consumer.

OUTLETS IN LAHORE:

Al-Barkah Traders 16 Urdu Nagar, Opp. City tower, More Samanabad,Lahore

Ayub Brothers

14-C Ghous-ul-Azam Colony, Gulberg-II,

Lahore

Chaudhary Traders

Street # 2, Tauheed Park, Mughalpura,Lahore

Mumtaz Traders

10-Main Commercial Market, Canal View Society,Lahore

Tafeeq Traders

5-Temple Road, Near FIA Building,Lahore

Zaman Brothers

Coke Distributor, Main Bazar, Islampura,Lahore

Strategies suggested

Jam-e-shirin has poor advertising and only few Aids of it on the television. They should

adopt the modern ad technique to promote the jam-e-shirin on international level.



They must add Flexibility in their business process and also in their distribution.

Packing and Shape of bottles is not good, according to the modern trend.

DIRECT COMPETITORS

³Rooh afza´ is the direct competitor of our product.

INDIRECT COMPETITOR

The ready drinks, cold drinks and all beverage industries in Pakistan is the indirect

competitor of our product.

CONCLUSION

³Tradition of Research, Assurance of Quality" is not merely a slogan

for Qarshi. Qarshi and Research has a very strong bond between

them since decades. Then we conclude from the above arguments the

jam-e-shirin is the market leader product of the Qarshi industries.

Jam-e-Shirin will be the greater its demand if it over comes the above



stated Weaknesses. Qarshi has two major products Jam-e-shirin and

Johar joshanda. May 5, 2008 in ´TIME MAGAZINEµ the Johar

Joshanda is best product of the Asia. Qarshi Industries have

modernized the method, and company hope the Jam-e-Shirin will be

the next best product of the Asia.



REFRENCE

Mr. Ali S.Y.Kayani

Marketing Manager

Ph: 5833840

5833913

www.qarshi.com

www.jam-e-shirin.com

Documents

ASSIGNMENT ON JAM-E-SHIRIN