BRAND PLAN

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What comes to your mind when you Feel Flu,
Cough Or Cold?

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PRODUCT RESEARCH

Product Joshanda

Product Category OTC (Over-the counter)

Product Variants Instant, Herbal

Flavors Chocolate, Honey, Ginger, Sugar-Free

Benefit Cough, Flu, Fever, Catarrh

Number of Shops Visit 15 to 20

Top Selling Brand Qarshi 3

PRODUCT RESEARCH (Continue)

Joshanda Market Share (%)

15%

5%

10%

10% 60%

Johar Joshanda
Hamdard Joshina
Hamdard Instant Joshanda
Dr. Koff

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PRICE COMPARISON
Individual Per Unit Cost Joshanda Brands / 5 – 6 gm
Price Per Unit
Brand (PKR) Other Details
Johar Joshanda 10 Natural, Chocolate, Honey, Sugar Free
Hamdard Joshina 10 Natural Herbal
Hamdard Instant Joshanda 11 Natural
Dr. Koff 15 Tulsi Herbal Tea
Hashmi Joshanda 10 Herbal Tea
Marhaba Joshanda 10 (Instant)
Pulmonol Flugo Joshanda 10 (Instant)

Brand Quantity Price

Johar Joshanda 30 Sachet 250

Hamdard Joshina 25 Sachet 200
Hamdard Instant Joshanda 5 Sachet 50
Dr. Koff 25 Sachet 375
Hashmi Joshanda  30 Sachet  300
Marhaba Joshanda - Instant 30 Sachet 300 5
Pulmonol Flugo Joshanda 30+1 Sachet 300
CONCLUSION – RESEARCH

• Sale increase in COVID-19

• Retailers: Qarshi most running brand

• Customer demand for Joshanda not brand

• Need cost effective product

• Retailers & Consumer both need awareness

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About Us

Consumer
focused

Convenience

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Brand Vision
Our goal is to provide the best quality and effective herbal remedy for cough, flu and cold. To bring
our customers quality, product safety and value addition services and to provide the best remedy.
We believes on perfection.

Objectives
• To produce and deliver the instant JOSHANDA with natural qualities.

• Concentrate to relief from Runny or Stuffy nose, sore throat, chest infection and
congestion.
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• Consumer focused
 DEVELOPMENT
• Name: JOSHANDA

• Material : INSTANT

• Packaging :SACHET & BOX

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 COST ANALYSIS
Per Unit Price Analysis
Details Cost
Base Production / Distribution 6
Markup - Percentage 67%
Profit Margin - PKR & % 4 (40%)
Price - PKR 10

Box Price Analysis - 25 Teag Bags

Details Cost
Box Price 250
Cost : 6x25 150
Profit Margin - PKR & % 100 (40%) 10
Markup 67%
SWOT ANALYSIS
• Instant
• Own distributer (Efficient Supply Chain)
Strength •
•
Respectable position (Pharm Evo)
Strong brand presence
• Unique taste & attractive packaging

• Toll manufacturing
Weaknesses • Seasonal business
• Not providing different flavors

• Export
Opportunities • Corporate business
• Diversification in other OTC categories.

• Market acceptance
• Existing brands
Threats • Indirect competition
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BRAND KEY MODEL

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BRAND KEY MODEL
Root Strength

• Consumer-Friendly version of health tonic (Cold, Cough, Flu)

• Reduce throat infections
• Relieving stress & relax sleep

Competitive Environment

• Best solution for your health

• Alternative Choices
• Directly compete with Qarshi, Marhaba & Hamdard
• Indirectly compete with Cough syrup, Swaleen, Qahwa

Target

• Age group (15 – 60) , M/F

• Every individual facing cough, flu, cold, fever 13
• High demand on northern areas
• Punjab people use JOSHANDA with tea
BRAND KEY MODEL
Insight

• Minimize the risk of Cough, Flu and Cold

• Tourist or travelers / Punjab people take Tea with JOSHANDA in winter season
• Busy Lifestyle

Benefit

• It is for all type of Flu & Cough

• Easy and quick to make
• Strong immune system

Values, Beliefs & Personality

• Honesty
• Pure & Guaranteed
• R&D
• Seasonal to regular
• Relief anxiety 14
• Extrovert / Feelers / Judgers
BRAND KEY MODEL
Reason to Believe

• Product of Pharm Evo

• 100% pure with natural remedy

Discriminator

• Strong distribution network

Essence

AP KI SEHAT KA KHAYAL

BRAND PERSONA (Caregiver) 15

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Target Group Analysis
Digitally
Active

Socially
Busy
Aware
Lifestyle
SEC A & B
Age 18 - 60
Male and
Female

Multitasked
Don’t like to 17
wait
 MARKETING MIX
Product
• 100% Herbal and Instant
• Attractive packaging
• Freshness, Healthy and Innovative (Brand personality )
• SKU’s (5 gm and 155 gm)

Price
• High quality of herbs

SKU 5 gm - Tea Bag 155 gm - Box

Price 10 250
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 MARKETING MIX
Place
• Based In Karachi
• Distribution in all over country (Urban & Rural Areas)

Promotion
• TEA TIME HUGA JOSHANDA TIME – Campaign
• AP KI SEHAT KA KHAYAL – Campaign
• ATL & BTL campaign
• Sales promotion
• Strategic Alliances like airlines.

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AP KI SEHAT KA KHAYAL 20
 MARKETING PLAN

Radio
Advertising Prints Ads
(Magazines &
Newspaper)

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Free Sampling Flyer Distribution Service

 Float Promotion
International & Local event
participation

BA program in different LMT’s

& IMT’s

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MARKETING BUDGETING
PROJECTED PROJECTED
Ma rke ting Ac tivitie s & Pro mo tio n QTY
COST PER UNIT SUBTOTAL

Lo c a l Ma rke ting SUBTOTAL 4,650,000

Ne w sp a p e r Ad s & Ho c ke r Dist rib ut io n 3 250,000 750,000

PO P (Disp la y, G a nd o la s) 30 55,000 1,650,000

Co unt e r To p s 500 4,500 2,250,000

Pub lic Re la tio ns SUBTOTAL 500,000

Sp o nso rship s, Co nfe re nc e s, Ev e nt s 1 500,000 500,000

So c ia l Me d ia SUBTOTAL 300,000
Fa c e b o o k & Inst a g ra m & G o o g le 1 300,000 300,000

Online SUBTOTAL 50,000

W e b sit e & Blo g 1 50,000 50,000

Ad ve rtising SUBTOTAL 4,900,000

Print (Ma g a zine Ad s) 4 100,000 400,000

O ut d o o r 4 1,000,000 4,000,000

Ra d io 1 500,000 500,000

Sa le s Ca mp a ig ns SUBTOTAL 10,000,000
Ca m p a ig n A - W ho le sa le r Pro g ra m (2 Ye sr) 1 3,500,000 3,500,000

Ca m p a ig n B - Re t a ile r Pro g ra m (2 Ye a r) 1 5,000,000 5,000,000

Ca m p a ig n C - LMT's Luc ky Dra w (2 Ye a r) 1 1,500,000 1,500,000

Othe r SUBTOTAL 3,000,000

Bro uc he rs 1 1,000,000 1,000,000 23
Bunt ing s , Mo b ile Ha ng e rs & st ic ke rs 1 500,000 500,000

Sho p Bra nd ing 1 1,500,000 1,500,000

GRAND TOTAL 23,350,000

TRADE PROMOTION

• BA Program
• Merchandisers
• Gandola
• Instore branding
• Consumer Lucky draw programs 24
 PER MONTH
Details Karachi Lahore Islamabad Total Cost Total Amount
BA's 10 6 4 20 35,000 700,000
Merchandiser 2 1 1 4 30,000 120,000

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 DIGITAL PRESENCE Instagram

Facebook

Website

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 INFLUENCER CAMPAIGN

Brand Engagemen
Reach
Awareness t

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3H content Strategy
Objective: To spread awareness of the brand and it’s 3 core
propositions are given below,

Pre-Launch Launch Post-Launch

(HERO) (HUB) (HYGIENE)
1.5 Months 3.5 Months
-1 Month
- To increase
mindfulness of the - User Generated
-Introduce the brand brand by support of Content like feedback
and How it Works various medium like & ratings.
Facebook groups,
bloggers, Ecommerce,
-Use teasers of “Qahwa- - Pictures and Videos
social media etc.
e-Rahat as some thing that educate people and
big is coming. - Share the activity’s helps to attain new
highlights on social comers.
media 29
Hero Content

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Hub Content

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Hygiene Content

Dr. Javeria
Mehmood

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POE Model

Owned

Earned
Paid
- Ads on Facebook, -Website Utilization - Word of Mouth
Instagram, LinkedIn & all other social - Shares on online
and YouTube media platform. platforms
- Health - Utilization of
communities. owned digital
- SEM on Google assets by sharing
and Facebook received reviews.
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