INTRODUCTION TO THE PROJECT

This project is about the marketing mix of Qarshi Industries (Pvt). This project
consists of 4 P’S of marketing in order to know and analyze that how Qarshi
Industries manufactures the products. We have tried our best and according to at
knowledge and ability to compete the project.

OBJECTIVES:

The main objectives of this research-oriented assignment are…

To know about the marketing mix of Qarshi Industries,
(Pvt) Ltd.
To find the efficiency and weaknesses of the marketing mix of their,
organization.

METHODOLY:

a) Primary data

Interview from marketing manager and dealers,

Question personally from relevant personnel of the company.

b) Secondary data.

Newsletters, advertisement, Internet, pamphlets and health magazines etc,

 HISTORY OF QARSHI

Qarshi industry (Pvt) Ltd is now the largest herbal pharmaceutical

company. It was conceptualized 75 years ago by the venerated castern poet
Allama Muhammad Iqbal. Its inception was in the shape of clinic at
Beadon Road in the city of Lahore, in the heart of Punjab, which was
opened by Shifa-UI-Mulk Hakim Muhammad Hassan Qarshi.
He was a practitioner of herbal medicine and health supplement. The clinic
was started with a view to provide pure and effective herbal medicines to
the public. In 1968 the youngest son of Shifa-ul-Mulk Mr. Iqbal Ahmed
Qarshi CHO after completing his M. Sc Chemical Engineering, laid the
foundation of Qarshi Dawakhana, which has now developed to Qarshi
Industries a modern and successful company.
Qarshi Industries (Pvt.) Ltd has over 200 natural health food products from
pure herbs and plants. They are produced by maintaining the highest
standard of quality and purity. These include health food supplements,
medicines tonics and syrups.
All the divisions i.e. ethical Marketing, Finance, Sales and production
configured with fully computerized system. Time and distance are not the
limitation at Qarshi Industries with 24 hours of receipts of an order from
the market goods are dispatched to the customers.
 THE MARKRTING MIX

After World War II dynamic changes has been brought in business. The
philosophy of product of product orientation and selling orientation has
been changed into marketing concept. Marketing managers realized that
for business success consumer satisfaction is necessary. Consumer wants
be satisfied.

Joel R. Evans and Barry Barman in his book marketing defined marketing
as....
“Marketing is the anticipation management and satisfaction of
demand through the exchange process”

Anticipation means modification and introduction of products to

consumers and their wants. Management of demand includes products
design, intensive promotion, pricing strategies and convenient location.
Satisfaction of demand involves actual performance safety and after sales
services etc.

Price Planning

Product Marketing Place

 Promotion

Qarshi Industries (Pvt) Ltd also rely on marketing mix for the success of business.
Qarshi Industry is also customer Oriented Company and they give
priority to customers wants.
Kotler and Armstrong in their book “Principles of Marketing” define marketing mix as
“The set of controllable, tactical marketing tools the firm blends to produce the response
it wants in the market.”

Product Price Place Promotion

Quality List Price Channel Advertising

Features Discount Location Personal
Selling
Brand Name Allowance Transportation Sale Promotion

PRODUCT
“Any thing that can be offered to a market for attention or consumption the
at might satisfy the need or wants of customers”.

Product consists of tangible goods such as medicines, cigarette etc. It also

consists of intangible goods such or wants of customers”.

Qarshi is an herbal pharmaceutical company. The product of Qarshi

Industries (Pvt) Ltd, are health and food product, which are categorized
as….

Refreshing Syrups
Herbal Remedies

Qarshi Industries have over 200 products. These products are available in
USA, Europe and Middle East and throughout the country.

1) Refreshing Syrups: It consists of Jam-E-Shirin, Sandal Syrup,

Cardamom Syrup, and Mango Juices etc.
2) Herbal Remedies: Arq Badian, Joshanda, Surficol Syrup, Sharbat
Toot Siah, Rose water and Sharbat Faulad etc.
FEATURES, COMPOSITION, USER OF QARSHI PRODUCTS

JAM-E-SHIRIN:

Composition: qua distillates of santalum, album Rosea Dan

Features: It is made from distillate of ingredients without a drop of,

Water. This exclusive taste and quality of Jam-e-Shirin
Never use it with water milk, Lassie or fruit juice etc.
Therapeutic Uses: Santalum Album distillate and oils.
Quality: Highly export quality.

SANDAL SYRUP: Santalum Album distillate and oils.

Features: You many final suspended particles in syrup while

Ingredients released by the extracts and kept. They are good
for health, so shake the bottle before use.
Therapeutic Uses: Effective for palpation and anxiety for stomach and liver
Acidity.

CARDAMOM SYRUP:

Composition: Ellettaria, Cardamom Ext.

Features: Sharbat illachi is made of pure natural ingredients why the
Exclusive taste and quality of Sharbat deteriorate use it
With milk etc. Sodium, Sucrose and Food color.
Therapeutic Uses: for having pleasant testing in mouth.

MANGO JUICES:
 Composition: From mangoes
is made of pure mangoes and for refreshing and consists.
Of Vitamin C.
Therapeutic Uses: For drinking and refreshing.

BRANDING
“A brand is a name which identifies the goods or services of one seller those of other
sellers.”
Qarshi industry also making various brands to cover the market. They launch high
quality, premium and low quality brands.

CATEGORY BRANDS
Refreshing Jam-e-Shirin
Sandal Syrup
Cardamom Syrup
Mango Juice

Herbal Remedies Arq Badian

Jahar Joshanda
Surficol Tablets and Syrup
Sharbat Toot Siah
Rose Water
Sharbaat Faulad

Jam-e-shirin, johar joshanda are the prime products of Qarshi industry also sharbat
illachi and sharbat sandal. They have covered the market for a long time. Compititors
also exists in the market but because of low price and good quality and effectiveness. They
are popular among customers.
In 2000-2001, sale volume increased up to 22%. While in 2002-2003 it increased up to
60%
 All these brands such as joshanda, jam-e-shirin, sandal, and sharbat faulad are being
distributed to 74,000 retail through 225 distributors. They have covered up to 66%
Market share.

PACKAGING

Packaging is defined as..

The activity of designing and producing the container wrapper for a product”

A package is a container used to protect, promote, transport and identify the product”

The purpose of packaging is to product the product from faking. For example Qarshi
industries use their trademark on every bottle and packet to not allow anyone to misuse
the product. Otherwise this will affect the company, s goodwill.

It is used to attract the customers by using high quality paper, glass and other
materials. If packaging is not used then the customer will not identify the product.
Packaging protects the product form misuse and it protects the products form external
environment and moisture because the product quality will affected.
For example Gen-Sing is replaced by Gen-Xing, because or misused of trademark.
Qarshi industry uses various types of packaging techniques such as…

1) Quality papers.
2) Glass bottle.
3) Soft plastic bottle.
4) Shrink packaging.
5) Cover packaging and label.
6) Master carton.
 PRICE AND PRICING STRATEGY
It is defined as.. ..

“Price is the amount of money the customer has to pay for a product or service”

Qarshi Industries (Pvt) Ltd make their pricing strategies according to

competitors because company image has been developed among customers.
Every company exists for profit. No company exists without profit. Qarshi Industries also
some percentage to get some surplus money which is profit.

1) Profit Oriented Goal: They kept price to cover the cost of a product and also
Some percentage to get some surplus money, which is profit.
2). Sales Oriented Goal: Discount is defined as “A price reduction to buyers”
Qarshi Industries also given offers discount to increase the sale volume like Sharbat
Faulad. It has low price and some extra mile-litter syrup is included in the bottle.

PRICE LIST OF QARSHI BRANDS

Wholesale Price List (2004)

Code No Product Name Price (Rs)

1 Jam-e-Shirin 64.00
80 Hay teen Tablets 34.00
98 DiMaghi 36.00
138-A Surficol Syrup 17.50
139-S Surficol Tablets 64.00
147 Sharbat Faulad 38.00
203 LalSharbat 18.50
226 Musffin 27.00
148-A Sharbat Toot Siah 8.40

160-A Rose Water 24.00

 Retail Price List (2004)
Code No Product Name Price (Rs)
1 Jam-e-Shirin 75.00
80 Hayateen Tablets 45.00

98 Dimaghi 44.50
138-A Surficol Syrup 28.00

139-S Sharbat Tablets 75.50

147 Sharbat Faulad 50.00

203 Lal Sharbat 30.00

226 Musffin 38.00

148-A Sharbat Toot Siah 18.40
160-A Rose Water 35.00

DISCOUNT SCHEME
BOTH FOR WHOLESALER AND RETAILER

Qarshi Industries (Pvt) Ltd offer various discount for wholesaler. They give 2% discount
per annum on order of 4 lacks. And give 1% discount on order of 2 lacks.

Qarshi Industries (Pvt) Ltd also have some discount schemes for retailers. They give 5%
discount on the order of Rs. 1200, 7% on Rs 3500 and 10% on Rs 7000.
There is no sale on credit and the sale is on cash.
 PLACE (DISTRIBUTION CHANNELS)

IT is defend as.. …
“A set of independent organization involved in the process of making the product
available for consumption”

Qarshi Industries (Pvt) Ltd use two types of channels for distribution of their products
They are ….

1. Producer Wholesaler Retailer Customer

2. Producer Retailer Customer

Qarshi Industries has total 12 distributors in different cities of the country. They
distribute the company, s product to the customers very quickly and efficiently. They
Provide the products within 24 hours after the order is made. Distribution places are…

1. Sheeraz Trader 71 Ravi Blook Iqbal Town Lahor.

2. Alhamra Enterprises Street No 3 House No.20 Bodla Town Road Chok Qazafi
Multan.

3. Saeed Brothers 33-14 Liberty Market Haider Abad

4. Nobel Traders Shop No. 18 National Medicine Market Bagh Road Karachi
 PROMOTION
It is defined as…
“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

1. Advertising
2. Personal Selling
3. Sales prommtion
4. Public Relation / Publicity.

ADVERTISING: It is defined as “Any paid form of non peronal presentation and

promotion of ideas, good or services by an identified sponsor”

Qarshi Industry uses all types of resources and media to promote their products. It
Faces no problem in advertising because the people are awaer of health and physical
Fitness and disease now. Qarshi Industry uses the following media for this purpose. The
are…

Electronic media such as Radio, TV, Cable station i.e. Geo TV etc)

Print media (Newspaper, Digests, Magazines i.e. Sunday magazines etc)

PERSONAL SELLING: It is defined, as “It is the oral presentation in conversation

with one or more perspective purchaser for the purpose of making sales”

Qarshi Industries use salesmen for direct selling. They play a great role during the
Introduction of new product. They boast the retailers through communication skills to
provide the main features of the product.

PUBLICITY: It means making good relationship with publics by obtaining publicity.

To build a” good image” among the people and strong relationship with company’s
Persons such as public, middlemen etc.
Similarly Qarshi Industry also tries to tries to establish a good relationship with people in
the society. For this purpose they have established the Qarshi Foundation for the welfare
of the poor and needy people to support in various field of life such as education and
health.

They give some scholarship to the poor student. Qarshi Industry (Pvt) Ltd plays a vital
role in the society. Therefore the people are also desirous to establish a good relationship
with the company and they now rely on the company.

SALE PROMOTION:
It means,” Short term incentives to encourage the purchase or sale of a product or
Services”
In another word to stimulate consumer purchasing and dealer effectiveness is know as
Sale promotion.

Qarshi Industries use also sales promotion techniques. They give various schemes
to the retailer or consumers. They reduced the price of Jam-e-Shirin during Ramadan.
After Ramadan they increase the price in normal days.
 CONCLUSION
Although Qarshi Industries have some problems in departments but this company plays a

Vital role for the humanity and as well as in the economy of Pakistan by exporting their

Products to other foreign countries like USA, Germany and Gulf countries.

The company strives for ISO 17025 certificates now. Already it has got 4
international accreditations such as ISO 14001. HACCP etc and 6 international
certifications. This is the only Pakistani Company, which has got so many certificates in
The filed of herbal medicines and other natural products.

And beside these activities this company has established the Qarshi Foundation
for the welfare of the people of Pakistan. This foundation gives some scholarships and
other aide to the poor and deserving students both in primary, secondary and higher
education.

In 2003-2004 its market share in refreshing and food products is 70%. And
significantly the overall sale volume increased. Jam-e-Shirin and Johar Joshanda are
being distributed to 74,000 retail outlets through 225 distributors.

Finally we conclude that Qarshi Industries (Pvt) Ltd. Plays a key role in the field
of natural and herbal pharmaceuticals due to determination, effective planning and
Efficiency. If the company maintain and improve their all-marketing activities then only
they can accomplish their goals and adjectives.
 REFERENCE
• Philip Kotler and George Armstrong “Principles Of Marketing “,Ninth Edition
Published by prentice Hall International.

J. Etzel. J Walker and J. Stanton” Marketing” international Edition.

• Groff Lancaster and paul Reynolnd “Marketing: The one semester introduction”
• Joel R. Evans and Barry Barman “Marketing “.
• Monthly “Qaumi Sehat “Regd. No LRL-42 Lahore June 2004.
• http:// www.qarshi.com/history.html
• http:// www.qarshi.com/health supplememt.html

• http:// www .qarshi.com/ farm.html

• http:// www .qarshi.com/refreshing, html

• http:// www .qarshi.com/herbals.html

• http:// www .qarshi.com/natural product.html

 BIBLIOGRAPHY
• Philip Kotier and George Armstrong “Principles Of Marketing “ , Ninth Edition
Published by Prentice Hall International.

• J. etzel. J Walker and J. Stanton” Marketing” international Edition.

• Geoff Lancaster and Paul Reynolds “Marketing: The one semester introduction”
• Joel R. Evans and Barry Barman “Marketing “.
• Monthly “Qaumi Sehat “ Regd. No LRL –42 Lahore June 2004.
• http:// www .qarshi.com/history.html
• http:// www .qarshi.com/health supplement.htlm

• http:// www .qarshi.com/farm.html

• http:// www .qarshi.com/refreshing,html

• http:// www .qarshi.com/herbals.html

• http:// www .qarshi.com/natural products.html