Term Project – Brand Re-Positioning

Choose from the Following brands

You have to choose from one of the given brands below. You can change the form of the product, upgrade, and improvise in order to reposition
the product.

Dentonic|Tibet Ceam| Rose Petal| National Masala| Habib Oil| Hashmi Surma| Pakola| Slims| Johar Joshanda | Johar Joshanda| Nimco| Servis
Shoes| Kiwi Shoe Polish| Metro Milan Agar Batti| Energile

Introduction

Qarshi Mission:

Insaniyat Ki Bhalai

Ummah Ki Sarbulandi

Pakistan Ki Taraqi

Qarshi Vission

"Healthy, Educated and Happier Pakistan"

Industry

Qarshi Industries (Pvt.) Ltd. is one of the largest natural products manufacturers in Pakistan. It is a modern and progressive facility that
manufactures and markets leading brands which have become household names. Qarshi is engaged in promoting healthy living since seven
decades. It has been offering a blend of age-old Oriental and Greek herbal preparations.Qarshi is engaged in promoting healthy living for seven
decades.

Background
  Brief introduction and history of your brand and its parent company
(Intro of johar joshanda needed)

Qarshi Industries is a private non-profit research laboratory and herbal pharmaceutical company. Its head office is located in Lahore, Pakistan.
Qarshi Dawakhana was established in 1963 which is now Qarshi Industries. Qarshi Industries (Pvt.) 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 (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.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

 5 year trend of sales and profits for the industry, and your brand, by year (check out the annual reports)

No info available

 Market share for the brand and 2-3 key competitors for the most recent year

market share of the Johar Joshanda is 85%. Main competitors fro Johar Joshanda has been Hasmi Joshanda and Hamdard JOshanda

ANALYSIS
  Customer ( need to review and edit data)
o Decision making process
Problem Recognition

Most decision making starts with some sort of problem. The consumer develops a need or a want that they want to be satisfied. The consumer
feel like something is missing and needs to address it to get back to feeling normal. Looking at the current health concerns of the consumer and
a need of a product to keep our Immune system strong Our new product surely ticks all the checklist here which is tailor made to keep it's
consumer energized and healthy with an instant bottled drink.

Information Search

The information search stage in the buyer decision process tends to change continually as consumers require obtaining more and more
information about products which can satisfy their needs. Information can also be obtained through recommendations from people having
previous experiences with products. Since there is not many effective products available in the market that actually have natural ingredients in
the form of a bottled drink and availability of such products would help those in search for healthy drinks.

Evaluation of Alternatives

This step involves evaluating different alternatives that are available in the market along with the product lifecycle. Once it has been determined
by the customer what can satisfy their need, they will start seeking out the best option available. This evaluation can be based upon different
factors like quality, price or any other factor which are important for customers. They may compare prices or read reviews and then select a
product which satisfies their parameters the most. Since there are not many products available in the market with benefits that our new product
is going to provide choosing between the alternatives would be an easy process
Purchase decision

When all the above stages have been passed, the customer has now finally decided to make a purchasing decision. At this stage, the consumer
has evaluated all facts and has arrived at a logical conclusion which is either based upon the influence from marketing campaigns or upon
emotional connections or personal experiences or a combination of both. Its is actually the stage where our product is finally bought to be
consumed.

Post Purchase Behavior

The purchase of the product is followed by post-purchase evaluation which refers to analyzing as to whether the product was useful for the
consumer or not. If the product has matched the expectations of the customer, they will serve as a brand ambassador who can influence other
potential consumers which will increase the customer base of that particular brand. The same is true for negative experiences; however, it can
halt the journey of potential customers towards the product. Once the product is consumed the customer would create a certain trait from as
per the experience. It would make him/her buy the product again or would end up dissapointed with the experience.

o Who is the decision making unit

Intiators= since intiators are the ones who recognize a fact there is need arised by the consumers and that need is supposed to be satisfied.
Looking at the Covid19 situation where every one is concerned with their health and every one wants to boost their immune system the
initiators are the key player in decision making

o Focus Group / Questionnaire – consumer insight

Focus group would be people from all age children, teens, and adults that are health conscious, want make their immune system strong and
those individuals who wants to replace their unhealthy drinks with a more natural and energetic drink.
What are you looking for in a energy drink?

What flavor do you like?

How often do you use a bottled drink?

Where do you often purchase these drinks?

Do you want a replacement drink for your unhealthy fizzy drinks?

Are you health conscious?

 Company
o SWOT Analysis ( Need to evaluate again)
Strength- reliable and trusted brand name, providing services for many years, effectively products, accessibility and well distributed

1. Backward integration

2. Research and development

3. Brand recognition

4. Largely diversified

5. High Environmental concerns

Weakness- products that are used occasionally when a need occurs, bot innovative with products and flavors, old Packaging style, not well
marketed. No instant use product

1. Lack employee motivation

2. High centralization

3. Pursuing with failures

4. Lack customer driven approach

Opportunities- they can launch new products, compete with the existing growing market, can go International, covid19

1. Trend for consuming natural

products

2. Increasing demand for herbal

medicine

3. Health consciousness

4. New SBUs (juices)

5. Market potential

6. Ecological organizations

Threats-new competition in the market, products that are replaceable.

1. Competition

2. Price war

3. Economic downturn

4. Low entry barriers of industry

5. Continuous increase in prices, taxes

and labor cost

 Collaborators ( need to evaluate )

o Strategic Alliances
Online businesses for delivery s (examples to be given)

Ecommerce website and app

Herbs suppliers

o Co-branding opportunities
Maybe in future but now we want to launch it independently

 Competitive
o Direct Competition
Hashmi joshanda

Hamdard joshanda

Ahmed joshanda

Marhaba joshanda

After the launch -Pakola, milo, dayfresh etc

o Indirect competition ( need to think on this back)

Sting, redbull, cal1000, energy drinks, water bottles, soft drinks, juices
 o Potential competitors – in future
Companies that would launch products that would have more natural ingredients such as Hashmi and Hamdard launch their variants pf the
Joshanda drink. Nestle, Pakola and Dayfresh would jump in to.

Hashmi joshanda

Hamdard joshanda

Ahmed joshanda

Marhaba joshanda

o Niche players
Pakola

Dayfresh

Sting

o General players ( hai kya ye cheez?)

 Context
o Future trends
Consumers would want to buy more healthy products that contain natural ingredients.

Consumers want to be products that are available online

Consumers want to buy products that are ‘ready to drink’ items

 o Cultural shifts
Due to Covid19 consumers want to stay healthy wand want to cosume products what would increase their immune system. People want go
avoid foods and drinks that unhealthy. Consumers want to consume products that are easily available and instantly made. Mehnat nahi karni koi

o Disruption ( no info available khud se likhna hai and I did my best)

Disruption in Sales and distribution due to pandemic. There are not many products that offer products with herbal and natural ingredients.
There are products available but in packet or raw form where you need to make them prepare.

Product

Three levels of Product: core benefit, actual product, augmented product (review the answers below
again)
Core benefit = it is healthy and increases your immune system, natural ingredients

Instant ready to drink product, no need to prepare, natural ingredient, replacement to unhealthy drinks.

Augmented benefit= helps fight with Corona Virus, can be used anytime, Easily available

 Which type of consumer product is this?

A product for health conscious people and for those who wants to get rid of unhealthy drinks.

 Product life cycle stage for the brand

It's in the introduction stage since it's a new product

 Boston Consulting Group (BCG) matrix. ( im not sure ke poora BCG banana hai ya ye product kahan stand karta hai BCG mae)

Hai in dono mae se koi

Stars are business units with a high market share (potentially market leaders) in a fast-growing industry. Stars generate large amounts of cash
due to their high relative market share but also require large investments to fight competitors and maintain their growth rate.  Successfully
diversified companies should always have some Stars in their portfolio in order to ensure future cash flows in the long term. Apart from the
assurance that Stars give for the future, they are also very good to have for your corporate’s image.

Cash cows don’t need the same level of support as before. This is due to less competitive pressures with a low growth market and they usually
enjoy a dominant position that has been generated from economies of scale. Cash cows are still generating a significant level of income but is
not costing the organisation much to maintain. These products can be “milked” to fund Star products.

Price

 Price range of your brand

The price should be PKR 30 for 300 ML

PKR 50 for 500ML bottle

 Competitive pricing for 2-3 key competitors

Pkr 30-40 for 330 ml

Pkr 50-70 for 500 ml

 Pricing objective
The objective of the the pricing is that the firm covers its cost of production, should adjust the expenses incurred and add incentive of profit to
be earned, should be able to cover and sustain the market share and to be able to sell the product.

 Pricing strategies
so for our product we would use a penetration pricing since the product would be in the introductory stage. ( need toad points)
Place

 Distribution strategy
The aim is to make the product reachable to masses, more importance is given to Urban ares due to it’s use rate, since Qarshi already has an
wide network of distribution channel, for this product we would recommend Qarshi to use that network to make this product available in even
areas such as Malls, superstores and restaurants. We would also recommend them to add an online delivery system available since its in
demand due to pandemic so establishment of an effective website is needed. At the moment Qarshi is operating in Lahore only for online
delivery.

 Distribution channel structure – diagram

plant plant plant

Wholesalers

Malls/restaurant/
retailers
Institutes

consumer consumer consumer

Market segmentation & Targeting

  Level of market segmentation (niche, mass etc)
For the said product the level of segmentation is decided by mass marketing strategy.

 Demographic , psychographic & behavioral segmentation

Demographic segmentation:

• both young and oldage people aged between 8 yrs-to-60+ yrs

One product for both genders

Pschographic segmentation

(need to add info)

Behavioural segmentation:

• Health-conscious consumers

• consumers who want increase their immune system (Covid19 factor)

• Aspirational consumers

• consumers who are attracted to natural ingrients oriented products

 Target market profiling

Crafting a Positioning Statement

 For whom, for when, for where?
Whom=For health conscious consumers

When=When you need an instant drink, while working, exercising, after sports or even during chilling time

Where= at Home, work, gym, on the go

  What value?
Functional value

 Why and how?
Covid19 example and because it has natural ingredients and ithelps inregaining your strength and immune system so it will attract those
customer who would buy it for it's functional value

 Relative to whom?
Most relative to those who are fitness enthusiast

Reasons for Repositioning of the Brand

Because this brand is considered to be for those are having a flu and are not well, it is not considered a day to day brand, it is used only when
there is a specific need for it, this a brand where you have to prepare their products. And their products are not very updated still goinh on with
the old style.

Perceptual Map including competitors ( kal banaoonga)

Positioning statements of other competitors

Promotion

 Promotion objective
To introduce the product and inform the market. Yo help consumers know that the benefits of johar Joshanda are now available in a bottled
drink with extra flavors and benefits.

 Promotion strategy – Sample attached (will do tomorrow)

use Covid19 and building of Immune system and the health benefits as the center of the strategy.

 Promotion tools used (I have to edit the data below, need to delete extra info)
Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. It is a
way of mass communication. It is the most popular and widely practiced tool of market promotion. Major part of promotional budget is
consumed for advertising alone. Various advertising media – television, radio, newspapers, magazines, outdoor means and so forth – are used
for advertising the product.

Sales Promotion:

Sales promotion covers those marketing activities other than advertising, publicity, and personal selling that stimulate consumer purchasing and
dealer effectiveness. Sales promotion mainly involves short-term and non-routine incentives, offered to dealers as well consumers. The popular
methods used for sales promotion are demonstration, trade show, exhibition, exchange offer, seasonal discount, free service, gifts, contests,
etc

Publicity:

Publicity is also a way of mass communication. It is not a paid form of mass communication that involves getting favourable response of buyers
by placing commercially significant news in mass media. William J. Stanton defines: “Publicity is any promotional communication regarding an
organisation and/or its products where the message is not paid for by the organisation benefiting from it.”

It is the traditional form of public relations. Publicity is not paid for by the organisation. Publicity comes from reporters, columnists, and
journalists. It can be considered as a part of public relations. Publicity involves giving public speeches, giving interviews, conducting seminars,
charitable donations, inauguration by film actor, cricketer, politician or popular personalities, stage show, etc., that attract mass media to publish
the news about the

Public Relations:

The public relations is comprehensive term that includes maintaining constructive relations not only with customers, suppliers, and middlemen,
but also with a large set of interested publics. Note that public relations include publicity, i.e., publicity is the part of public relations.

 Competitive advantage – USP ( need to edit data )

Qarshi JoharJoshanda 6 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.

1. Market: To whom is the communication to be addressed?

To youth, health conscious ones and those who want fight COVID-19.

2. Mission: What is the objective of the communication?

To let people know about the products benefit and effectiveness and to reposition the brand ( more info to be added)

3. Message: What are the specific points to be communicated?

Natutak ingredients

Benefits

Usage

And joshanda Update

(more info to be added)

4. Media: Which vehicles will be used to convey the message?

Print media, electronic media mainly, work with government to promote

(not sure what is actually asked here,info to be added)

5. Money: How much will be spent in the effort?

As per our sources ( not very reliable though) the marketing budget for Qarshi’s Johar Joshanda used to be approx six million in the past only for
a season. Looking at the current price hike situations So for our product we are expecting a marketing budget of something between 10-15
million PKR as it’s in the introductory phase it would needs to capture a large audience

(needs to be looked again)

6. Measurement: How will impact be assessed after the campaign?

It would surely grab the consumers mind and consumers would surely go for a try.

Detailed Promotion Mix Plan

 Develop an advertisement 60-90 seconds – Brand Storytelling Concept
 Print ad ( kal thak banjaega)
 Brand positioning Bulls Eye ( yet to be completed)

Values

substantiators

Points of parity

Brand Mantra
Natural ingredients
dd
Trusted, Healthy

Pure and herbal

 Points of Difference

Visual Identity

Brand Portfolio Strategy (Necessary Along with the Ad) ( will complete tomorrow)
 Line Extension
 Brand Extension
 Collaboration

Iske neeche ka sab fazool hai IGNORE

Sample Promotion Plan - Total annual Budget £ 8 million (Plan duration – April 2012 to April 2013)
Marketing Communications % of total
Channels Strategy Objectives Duration Cost cost

Advertising Televisio  Spots on Sky and BBC  To associate the drink  Burst advertising in first £ 5.84 m 73%
n during London with healthy life style 3 months from April to
Olympics 2012  Present it as a perfect June
 Celebrity drink for male and  Drip advertising for the
 endorsements by female athletes remaining 9 months
Boxing sensation Amir  Get credibility as
khan and female healthy and nutritious
athlete Jessica Ennis drink through NHS
 Spots on NHS in-house
channels
 Billboards & bus stand  To target people on  First 4 month i.e. April
branding the go to July
 Bus stands near  Awareness among
Outdoor
universities to be students
branded  Increase out of home
consumption

 Radio spots during  To maximize the  For 12 months, starting

Radio peak drive times from message reach a week before the
8 to 9 am & 5 to 7 pm launch i.e. April 2012
to April 2013
 Insertions in leading  Build strong  For the first and last 3
news papers, health / association with months i.e. April to
Print healthy life style June 2012 & February
fitness & sports
magazines  Reach old age to April 2013
population
 1 weekly press release  To present Nestle  For 12 months, starting £1m 12.5%
under Nestle Water Waters Ltd. as a a week before the
ltd. logo responsible and launch i.e. April 2012
Public Relations  Releases & seminars environmental friendly to April 2013
ranging from Fruity company
Splash launch to issues  Establish the image as
in industry i.e. obesity, health oriented
environmental friendly company
packaging, recycling,  Improve media
hydration etc relations based on
 Media tours to Nestle transparency
Waters manufacturing
 sites in 3rd world
countries
 Points based  Increase sales towards  For first 3 months i.e.
promotional the build- up of from April to June
campaign. The more Olympic
bottles bought the  Create awareness £ 0.0856
Sales Promotion higher the points  Value for money 10.7%
m
 Olympic match tickets
of boxing & football
 Signed shirts by boxer
Amir Khan
 Promotional videos on  Traffic generation on  Web banner ads for 12
YouTube featuring the dedicated Fruity months
brand ambassadors Splash website
 Web banner ads  Tap in to the younger
Internet  Interactive games population between £ 0.304 m 3.8%
related to Olympic the ages of 20 - 35
2012
 Mobile applications for
live streaming of
Olympic matches