PRINCIPLES OF MARKETING

Group members
Onaiza Kaleem Ansari 57457
Amna Iqbal 57432
Sameed Javed 57346
Rafay Akhter 55771
Urooj Ausaf 57552

GOALS and OBJECTIVES

PROFITABILITY: Profitability means you have increase the profit day by day
and The profitability of the company during the year under
review was further affected because of a reduction in other
income.
CUSTOMER SATISFACTION: the valuable factor of customer
relationship and Jam-e- Shirin increasing customer relationship
MARKET SHARE:Jam-e-shirin globally market share is very high
rather than competitors and market share is 60% and increasingly in
the running track.
EMPLOYEE TURN OVER RATE:Qarshi Jam e Shirin provide a
lots of benefits and continuous training program for enhancing their
skills and abilities for the future development this reason is for
decreasing employee turn over rate in a years

INTERNAL ENVIRONMENT

CUSTOMERS:
At our team of Sales & Marketing focuses on
delighting customers through making available
quality products at the market place at the right
price
SUPPLIERS: This is the main competitive
advantage that Qarshi have their own supplier.
COMPETITORS: competitors of Jam-e-shirin is
rooh afza

EXTERNAL ENVIRONMENT
POLITICAL AND LEGAL ENVIRONMENT: thus
drink industry too is monitored and answerable to rules
and regulations developed by the monopoly control
authority of Pakistan.
SOCIAL AND CULTURAL ENVIRONMENT: Our
social responsibility approach focuses on six main pillarsbusiness conduct, employment, practices, occupational
health and safety, community involvement, customer and
supplier relations, and monitoring and reporting.
TECHNOLOGICAL ENVIRONMENT: Qarshi
Industries have best technology for the operations of the
business.

 SWOT ANALYSIS
STRENGTHS:Brand name, product variant, market share, affordable.

WEAKNESS:Restriction, colour ,less advertising, recession

OPPURTUNITIES:People Preference, Consumer like to taste new flavors.

THREATS:Growing number of competition in the

market And New Entrants

BCG MATRIX:

Jam e shirin lies in cash cow for Qarshi industries because it is

capturing highest market share amongst its competitors.

STRATEGIES
A strategy establishes a vision that shows how company can
differentiate itself economically from competitors.
DIFFRENTIATION STRATEGY:The organizations resources and attention are directed toward
distinguishing its products from those of the competition.
COST LEADERSHIP STRATEGY:The organizations resources and attention are directed toward
minimizing costs to operate more efficiently than the
competition
FOCUSED DIFFRENTIATION STRATEGY:The organization concentrates on one special market segment
and tries to offer customers in that segment a unique product.
FOCUSED COST LEADERSHIP STRATEGY:The organization concentrates on one special market segment
and tries in that segment to be the provider with lowest costs.

Launching a new product:

Launching a new product:

JAM-E-SHIRIN SQUASHES Objectives:

Introduces a new jam-e-shirin fruit squash with real extract of fruits.
To capture the target of 30 percent in the current market share
And hopefully achieving 40 percent of the market share in the
upcoming year.
Situation analysis:
PRINT MEDIA
Fruit beverage market in Pakistan is intimately worth with
Rs:100crore (including the nectars, drinks, squashes, juices)
Juice accounts
60%
Nectar
10%
Fruit squashes
30%

product
Introduces jam-e-shirin fruit squashes in many variants using the pure fruits extract Strawberry, apple, orange, lemon, pineapple,
mango.

PRICE
Price based strategy is a value based strategy.
Jam-e-shirin will be setting its fruit squash price
based on buyer's perception of value.
PLACE
Jam e shirin fruit squashes will be firstly be
introduced in major cities like Karachi, Lahore
and Islamabad. it will be distributed at the same
outlets as Jam e shirin.
PROMOTION:
A good package can offer self-promotion. After an
apparent packaging, the promotion of a product should
start with:

PROMOTION:
A good package can offer self-promotion. After an apparent packaging, the promotion of a product should start with:

COMMERCIAL LAUNCH
PUBLIC LAUNCH
INTERNET
VIDEO
RADIO
PRINT MEDIA

SWOT ANALYSIS:
STRENGHTS:

Meeting the highest quality standards

Affordable
Better innovative and hygiene packing
100% natural made from natural fruit pulp
Brand name

WEAKNESSES:
It is new product it will take time in gaining
popularity

SWOT ANALYSIS:
Existence of competitors
At start distribution set up will be weak

OPPORTUNITIES:

Increasing demand of fruit squashes

Very few competitors
Can increase distribution network
Acquiring advance and latest technology

Threats:
Increase in general sales tax

SWOT ANALYSIS:
Competitors strong brand images
Non proper supply may cause problems
Introduction of new flavor squashes

BCG MATRIX:

Our new product Jam e shirin fruit squashes lie in question mark of the
bcg matrix , because it has not enter the market yet. Our product needs to
increase its market share quicly or it will become dogs for the company

 Segmentation of new product

Geographical segmentation:
Company is considered to target all the major cities of
Pakistan like Islamabad , Faisalabad, Karachi, Lahore,
multan. For the initial launch of the squashes.
Demographics segmentation:
Age: 6__11. 12__18, 19___24, 25__35 and above
Gender: male and female
Family size: 2-3, 4-6, 7-12
Family life cycle: single, married, young couples, family
with children and parents.
Occupation: both the blue collar and the white collar
Education: literate, illiterate, school going, college,
university, graduate, professionals
Religion; not specific

Psychographics segmentation:
Social class: upper class, middle class, lower
class, working class
Life styles: strivers, achievers
Personality :enthusiastic, ambitious, sporty
Behavioral segmentation:
Occasions: festivals, ramzan, seasonal
Benefits: healthy, economic, quality, appetizer
User status: regular user
User rates: medium
Attitude towards the product: positive., reliable,
satisfied