PROJECT OF MARKETING

Group Alphabet: J
Submitted By:

Ali Bin Saeed L1f06mbam2007

Ali Naseer L1f06mbam0039
Imran Saleem L1f06mbam2021
Muhammad Iqbal L1f06mbam2211

Submitted To: PROF. SHAHZAD ALAM

Submission Date: 15-12-2006

This is the End Term Report on Springley Mineral Water regarding Marketing Mix.

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 IN THE NAME OF

ALLAH
THE MOST BENIFICIENT AND MOST
MERCIFUL

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 DEDICATED TO OUR
PARENTS
Who have always been the source of inspiration for us and
gave us the courage to do this impossible and difficult task.
They are also trying to do everything for us until success
kisses our feet. We love them because they are the one who
care for us a lot.

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 ACKNOWLEDGEMENT
In this project we have made an effort to discuss the
marketing Mix on Springley Mineral Water, Qarshi Industries
Limited. This project report is the result of our untiring
efforts in the whole semester to explain maximum aspects of
marketing regarding Springley Mineral Water.

We are very thankful to the DEPUTY MARKETING MANAGER

QARSHI, Mr.Qasim Muneeb Butt, who helped us in preparing
this project by giving the maximum possible information
about Springley Mineral Water and Qarshi Industries (Pvt.)
Ltd.

Special thanks to our teacher Prof. Shahzad Alam, who gave

us the maximum knowledge and understanding of our
subject and enabled us to prepare a marketing project
report.

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 CONTENTS
Topics

Introduction
 Springley
 History of Springley

Statements
 Positioning Statement
 Vision Statement
 Mission Statement

Executive Summary
Developing Marketing Mix
 Product
 Pricing
 Promotion
 Place

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Springley
Springley is the only Pure Natural Mineral Water. It has a PH scale of 7.6-8.2, which is
standard taste of water being used in Pakistan. It has 9001 14001 17025 certified.

History Of Springley
Springley is a product of Qarshi Co. Mr. Iqbal Ahmad Qarshi founded it, with the
blessings of his mother & wife of (Late) respected Shifa-Ul-Mulk Hakim Muhammad
Hassan Qarshi in July 1994.

Positioning Statement
The Only Pure Natural Mineral Water.
Vision
Provide safe and effective products to all of our
customers.

Mission Statement
Our aim is to be the leader in the field of Natural
Mineral Water.

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 Executive Summary

Qarshi Industries (Pvt.) Ltd. is one of the largest natural products company in Pakistan.
From a humble Dawakhana, Qarshi Industries (Pvt.) Ltd. has emerged as modern,
successful and progressive company manufacturing & marketing leading brands like
Jam-e-Shirin, Johar Joshanda and Springley (Natural Mineral Water) apart from more
than 200 herbal products.

QIL is actively working to establish its avenues in various international markets.

Visualizing the general public's concern about herbs and supplements, the focus of herbal
and natural products industry all over the world has shifted to quality, safety and
efficiency. QIL is addressing all these issues by providing traditional medicines and other
health supplements that are manufactured under strict QC procedure.

Furthermore, to address these issues; most modern and state of the art manufacturing
facilities have been developed in Hattar. It is outfitted with equipments from European
and US origin; QIL is strictly adhering to the international standard procedures for its
manufacturing operations.

It is worthwhile to mention that with a range of over 200 products, following operational
divisions are successfully marketing various Qarshi quality products.

 Natural Medicine Division

 Distribution Division
 Ethical Marketing Division
 International Marketing Division
 Juices & Farm Products Division
 Qarshi Health Shops

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 Developing Marketing Mix
The marketing mix is probably the most famous phrase in marketing. The term
"Marketing Mix" is used to describe how businesses promote their products and services
or how customers learn about a business's products and services. Marketing Mix is a
combination of marketing tools that are used to satisfy customers and company
objectives. Consumers often call the marketing mix "the offering."

 Product
 Price
 Promotion.
 Place (Distribution)

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 Introduction of the Product

Definition
Product is a set of tangible and intangible attributes including packaging, color, price,
manufacturer’s prestige, retailer’s prestige and manufacturer and retailer’s services.

Introduction
Springley Natural Mineral Water comes from the most protected natural source of water
deep within the mountainous regions of Northern Pakistan. Naturally rich in minerals and
full of nature's vitality, Springley Natural Water is extracted from pure underground
source from foothills of Himalayas and then filtered and packed at our state-of-the art
plant in Hattar NWFP, Pakistan.

Description Of The Product

Pure natural mineral drinking water.100% spring water bottled at hasp certified state-of-
the-art water plant. Water is taken from mountainous source proved to be best quality
drinking water source as per WHO standards for drinking water. Approved by various
international organizations.

All the bottled water brands available in the market are processed waters. They are just
drinking water, Premium drinking water or pure drinking water. Springley is the only
brand available in the market which comes under the definition of Mineral Water as per
PSQCA, WHO and IBWA standards.

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 Composition
Contents (mg/l)
TDS 290-320
Bicarbonate 240-260
TH 230-262
Alkalinity 230-250
Calcium 70-80
Magnesium 20-40
Carbonate 10-50
PH 7.6-8.2
Chloride <10
Potassium 0.7-1.1
TSS BDL

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 Product Life Cycle

Springley is on introductory stage because it is newly

launched

Maturity

Springley

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Demand for New Size
As we discussed above that Springley is the only brand available in the market which
comes under the definition of Mineral Water.

All the bottled water available in the market is processed water. They are just drinking
water, premium drinking or pure drinking water. Therefore its demand has been
increasing day-by-day.

Due to increased demand of Springley, Consumers are requesting for 6 liter bottled water
because the other mineral water likes Aqua Safe, Nestle are available in that size.

Features of the Product

Qarshi Springley begins as rain & snow on the pristine peaks of mountains. It then slowly
filters through the vast aquifer deep within the mountains for many years before being
bottled in a state of the art facility in Hattar.

Natural Mineral Water is essential for life and what could be more natural than Qarshi
Springley, just as nature intended, untreated, pure and refreshing.

It contains all the essential minerals Calcium, Potassium and Magnesium for performing
physical activities. It improves nervous system, bones and help in reducing high blood
pressure. It also keeps your skin soft, supple, healthy and young looking.

Branding
A brand is a name; term, symbol and / or special design that is intended to identify the
goods or services of one seller or a group of sellers. A brand differentiates one seller’s
products from those of competitors.

The brand name of the product is Springley. It itself does not mean anything. The product
has also its own grand mark. Its brand name and brand mark are legally protected. The
product is marketing under the manufacture brand name.

Packaging
Totally hygienic packing means, Aseptic packing which protects the water from Bacteria,
light and extreme temperatures and provides a longer shelf life for its ultimate consumers
and customers.

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Services
Qarshi Springley provide home and commercial delivery of 19-liter bulk water bottle for
bulk consumer.

Other Products

Garden’s Lemo Garden’s Kino

Jam-e-Shirin Johar Joshanda

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St. John’s Wort GinsoVit

Mixed Pickle Sharbat Sandal

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 PRICING STRATEGY

In the current era companies are playing with the price. Price is the only factor in
marketing mix, which can generate revenue while the other three factors represent cost.
So this is very necessary to make effective pricing strategies to compete in the market in
long run.

Springley is a special designed product under the head of consumer products division of
Qarshi industries ltd. The prices of Springley have been set after a through study of the
market. Qarshi industries ltd had the option that it could reduce the price of its regular
pack so that everyone could purchase it but the company knows that once the prices are
lowered then it is almost impossible to raise them again. For this purpose Qarshi
industries ltd provided various ranges of bottles under Springley with different prices i.e.
from Rs.13 to Rs.100 and every range has its own target market.

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 Price List With The Margin Of 3 Retailers

RETAILER 1
Brand Quantity Price Margin for

(liter) (Rs.) Retailers

- 1/2 13 2.45
- 1.5 24 3.25

RETAILER 2
Brand Quantity Price Margin for

(liter) (Rs.) Retailers

- 1/2 13 2.45
- 1.5 24 3.25

RETAILER 3
Brand Quantity Price Margin for

(liter) (Rs.) Retailers

- 1/2 13 2.45
- 1.5 24 3.25

As we discussed above Qarshi provide Commercial delivery of 19-liter bulk water bottle.
The security of bulk water bottle is Rs.500 and the amount for 19-liter water is
Rs.100Peole can easily afford the price of it.

PROMOTION
Promotion is the element in an organization marketing mix that serves to inform persuade
and remind the market of the organizations and / or its products.
Promotion is the most important factor in the marketing mix.

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  PROMOTIONAL MIX

The promotional mix is the combination of the personal selling, advertising,

sales promotion, publicity and public relations that helps an organization to
achieve its marketing objectives.

 ADVERTISEMENT

Advertisement is an essential part of moderate ad so much that it is not possible

for an entrepreneur to even imagine a world without advertising. The
advertisement page of a news papers, magazines etc.

For this purpose Qarshi is going to advertise Springley on Newspapers, posters

advertisements boards.

 SALES PROMOTION

It is designed to supplement advertising and coordinate personal selling;

Promotion is a critical ingredient of many marketing strategies. They promote
sale of Springley through exhibition named Dawn Lifestyle.

However, when company finds some break in sales, advertisement is started

and some ads are placed on newspaper but this is not done on permanent basis.
Company is satisfied from its promotional programs because it is getting results
to its wishes, but now in the near future company has many ambition plans
about the promotion of Springley.

 PROMOTION STRATEGIES

For promotion Springley has done huge promotional campaigns to get the
product introduced in the market. After that because they have launched it in of
season they want to get awarded in the market through heavy distribution to
snatch the share of Nestle. So they stopped promotional campaigns and now in
the summer they have started massive promotional campaigns like
advertisement, billboards, newspapers & on cable networks.

PLACEMENT (DISTRIBUTION)
Company is using selling concept by distributing its product in the market through its
approximately 75 distributors.

 DISTRIBUTION CHANNELS

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 Al-Fateh Store Liberty Market
Lahore Gymkhana Upper Mall
VIP Stores Saddar Cantt
H.K.B Cavelary Ground
Europa Store D.H.A
Rahat Bakery Lahore Cantt
Shahab Sweets D.H.A Main Boulevard
Cash N Carry Siddiq Trade Center
Al-Rahim Store Allama Iqbal Town
Victoria Store Model Town Link Road
Total Gas Station M.M. Alam Road
Total Gas Station Davis Road
Shell Gas Station M.M Alam Road
Shell Gas Station Maulana Shoukat Ali Road
PSO Gas Station Maulana Shoukat Ali Road

 Locations

• Head Office
Qarshi Industries (pvt.) Ltd.
Jam-e-Shirin Boulevard, 15-G
Gulberg-lll, Lahore Pakistan.

• Production Unit
56-B Industrial Area Hattar.

• Reference
Qasim Muneeb Butt
Deputy manager marketing
Ph: (042) UAN 111-200-300,5833840
Fax # 042-5834057
E-mail: headoffice@qarshi.com

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