Advertising

Term Report

Syeda Neelum Asif

Muhammad Zakaria
Adil Aslam Virani
Submitted to
Sir Khurram Nasir
Company Name

Qarshi Johar Joshanda

Repositioning
We are introducing Adrak Coffee in the market to give the new face of Johar Joshanda as we
have Herbal Tea.

Target market
The target market of Johar Joshanda of this new addition is all age people (Males, Females, and
youth / children).

Market segmentation
It is to attract urban and sub-urban people of the countries and whole Pakistan in which Qarshi
operates is the market segment of our product.

Primary focused
The primary focus to promote the product in market is.
Television
Mass media
News papers

Qarshi Johar Joshanda

Direct Competitors

Hamdard Joshina
Hashmi Joshanda
Nestle Coffee Mate
Nescafe Coffee

Marketing mix
The Marketing mix is generally accepted as the use and specification of the four Ps describing
the strategic position of a product in the marketplace.

Product
The market share of Johar Joshanda is 85% at present. By this product Adrak and Coffee will
cater the need of fashion in new generation going towards coffee. On the other hand it is good
food health and made of herbals.
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
1 Bottle
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Qarshi Johar Joshanda

Competitive Advantage
Qarshi Johar Joshanda has comparative Advantage against their competitor; its the most selling
and best Joshanda of Pakistan.

Price
As per the economic research, survey, and keeping other factors in mind decided the price as
below.
Adrak and Coffee Sachet Price 8 Rs Normal
In Bottle Price Rs
The product can be use on routine basis despite of having fever, throat infection or other
diseases.

Place
Product will be available at below places.
Big Mart
Wholesaler
Retailer

Action
Johar Joshanda instantly dissolves in water. It includes all the ingredients that relieve flu, catarrh,
cough, fever, sore throat and sinus blockages.

Indications

Flu,
Catarrh,
Cold,
Cough,
Fever,
Throat
Irritation,
Sore,
Throat,
Sinus Blockage.

Discount Offer
The Qarshi offers 5% discount on Johar Joshanda.
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Qarshi Johar Joshanda

Promotion
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

Advertising
Personal Selling
Sales promotions
Public Relation / Publicity

The best time to promote Johar Joshanda is winter season from October to February in all over
the Pakistan. Promotions are short term incentives.

Redefined promotional budget

Creative Strategy:

TVC theme and creative-write-up

(story board)

Print media theme and Copy

Billboard theme and Copy

Internet theme and Copy

Media Strategy:

Elaborate which specific media

vehicle(s) under each medium you would use
along with frequency (for a quarter) with its
costing.
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Qarshi Johar Joshanda

Total budget and its break-up between

advertising and other promotional tools

Actual Execution:

TVC

Advertisement for Print media

Billboard

Internet ad

Johar Joshanda Natural Tea

Brew a soothing cup and enjoy the many benefits of Johar Joshanda Natural Tea. Treat yourself
to a cup of this comforting Natural Tea and experience a different kind of joy. Johar Joshanda
Natural Tea is a simple, effective, inexpensive way to enjoy the taste and benefits of herbs. It
makes your senses pleasantly stimulated, the warmth of the cup in your hands, the visual
pleasure of the delicious fragrance and finally the calming deliciousness of that first taste! The
herbs used in the product strengthen, nourish and enliven the whole body through their supply of
powerful plant nutrition.

Ingredients
Black Tea
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Qarshi Johar Joshanda

Peppermint
Liquorice
Fennel
Eucalyptus
Hyssopus
Vasaka
Ginger (Zingiber officinale)

Composition

Glycyrrhiza glabra, Ext.

Adhatoda vasika
Hyssopus officinalis
Starch
Thea sinensis
Soma kalpa
Mentha piperita Ext.
Foeniculum vulgare,Oil
Eucalyptus globulus, Oil

42.55 mg
21.27 mg
21.27 mg
21.27 mg
10.63 mg
10.63 mg
2.86 mg
2.38 mg
0.77 mg

Direction for use

Mix the contents of a sachet of Johar Joshanda Natural Tea in a cup of hot water, tea or coffee
and sip it while hot.

Johar Joshanda Variants

Johar Joshanda also available in three variants Chocolate, Pure Honey and Sugar Free

Qarshi Johar Joshanda

Brand Positioning
1-Uniqueness
It is an herbal tea.
Sugar free granules
Preventive measure of flu.
2-Credibility

It is 100% Natural.
Customer trust on it as it fulfills his need.
It is market leader and star product.
Its sales are 150 million annually.
It has 85% market share.
It is also available in Middle East, UK and Afghanistan etc.

3-Brand fit to target Audience

It has excellent remedy for all types of Flu.

It is preventive measure and treatment of Flu in the form of herbal tea.
It immune the system and regulate it.
It is in attractive and convenient packing.
Easily and quickly dissolved in all (hot water, tea and coffee.)
It is fit for Middle and low profile in urban and rural areas.

All are the basic and primary needs of the target market and Johar joshanda cover these all.

Brand Image
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Qarshi Johar Joshanda

Association
1-Attributes and Features

It is instant herbal tea.

It is in very convenient packing.
It is easy to use.
It is in sachet packs of off white and brown color.
It is in the granules form.
It is quickly dissolve in hot water /tea/coffee.

Excellent remedy for all types of Flu.

It is used as the preventive measure and treatment of Flu cough and Cold.
It enhances and regulates the immune system.
It is 100% Natural and Herbal.
It is sugar free and in other flavors

2-Benefits

3-Beliefs and Values

It is an herbal tea.
It is guard protect from Flu, cough and cold.
Feel pride to take herbal tea.
Its a unique brand for me .Family approved me with it.

Brand Persona

It is intelligent product
It is a powerful in action.
It is fashionable in nature ( as it is herbal tea having medicated origin)
It has versatile features

Marketing Budget
Marketing budget for Qarshi Johar Joshanda is approx Six Million. Two TV Commercials from
14 Dec to 15 Feb Winter season in Pakistan.