Segmentation Of Qarshi Industries Private Limited Pakistan

Assignment No.2 Subject: Marketing Management Submitting Date: April 1, 2009

Topic

Qarshi

Introduction: Qarshi Industries (Pvt.) Ltd. is one of the largest natural products company in Pakistan. Shifa-ul-Mulk, Hakim Muhammad Hassan Qarshi started Matab Qarshi (clinic) 75 years ago at the behest of the great poet Allama Muhammad Iqbal. In 1968 his youngest son Mr. Iqbal Ahmad Qarshi started Qarshi Dawakhana (Cottage Industry), which has now evolved into Qarshi Organization.

Segmentation(Various Target Markets): Qarshi

has

segmented

different

products.

It

targeted

different

segments of markets. It targeted segments are given below. •

Jam-e-Shirin

•

Johar Joshanda

•

Mineral Water

•

Powder Drink

Submitted To: Mr. Aly Raza Syed

Submitted By: Syed Hassan Askari Section: B Batch: 36

073605-098

Jam-e-Shirin

Johar Joshanda

Powder Drink

Springley

These are some of the products of Qarshi that it’s targeting. It has various parts. It’s operating more than one product. One more thing it’s not only operation in Pakistan but now it’s also operating in different other countries like Dubai, Saudi Arabia, UK. Etc.

Methods of Segmentation Qarshi has been using different methods of segmentation of products in Pakistan on the basis of •

Geographic Segmentation

•

Demographic Segmentation

•

Psychographic Segmentation

Now I would explain each segment randomly.

Geographic Segmentation: a) Geographic Region: Qarshi, 1st of all it targeted its products in Lahore, and then it started targeting its products into different other cities. Then it targeted whole country. Now it’s operating in other countries of Europe, East globally. So its geographic segmentation is large.

b) Density: Qarshi first operated in Lahore. Then it started targeting urban, rural and sub-urban areas.

c) Climate: This is also fact that climate has great effect in targeting different market segments. Qarshi drink, Qarshi Jam-e-Shirin, has been mostly targeted in the hot weather countries like Dubai, Pakistan, Saudi Arabia.

Demographic Segmentation: A) Gender: Qarshi targeted all genders including males, females

B) Religion:

As Qarshi is operating in Islamic country. So it makes its products with “HALAL MATERIAL”. Because it targeted Islamic countries like Pakistan, Saudi Arabia. As wine, cocaine and different other material that are prohibited in Islam, so it doesn’t use any kind of materials. So it targeted Muslim Countries. But now it’s operating at global level as well.

Psychographic Segmentation: This is the most important segmentation which Qarshi is using. It tells us what customer think about our product. It describes point of view of customer about our product. It’s the science of using psychology and demographics to better understand customers. Since Qarshi has fist opened Dawakhana. So they tried to understand that what customer wants. So when it realized the needs of customers. Then it started working on different products according to customer needs. 1) Like customer needed a quality refreshing beverages. So it introduced its product as “Jam-e-Shirin” for those customers. It’s regularly based product. It’s basically used to set mind refresh. 2) Another example is herbal tea “Johar Joshanda”. It’s basically used in case of headache, flu etc. So the people who are suffering from such disease, they use this product. It’s used mostly in cool areas where climate changes. So it introduces this product. As Pakistan has also winter season, so this product is used on large scale. 3) Third example is most important. Because it is unique product from other products. The customers always want a new and quality product. So Qarshi segmented the people who want pure and natural water. So it introduced its product as “Springley”, a pure natural mineral water.

It’s

basically

taken

from

the

mountains.

So

it

has

unique

characteristics in this product. That’s why it is being used on large scale.

Behavioral Segmentation: This method of segmentation is most important. Because it includes the behavior of customers. Customer behavior is very important for the company. Because Company has to create long term relationship with customers. It includes different aspects which are given below.

A) Behavioral Occasions: As Qarshi has targeted seasonal products. Like “Jam-e-Shirin” in summer and “Johr Joshanda” in winter. So these products are used regularly in specific seasons. It’s basically used at seasonal basis.

B) Benefits: Now here comes the point that what customer want?? Does he want quality,

service

or

speed?

So

Qarshi

targeted quality

oriented

customers. As the people want a reasonable quality product, so it target quality in terms of customer benefits. Here we can take the example of Springley. It has quality and purity.

c) User Rate: As I described above that these products are not being used regularly because these are not our basic need. These are used at different season. Because customer use this product generally when they have a mood or disease. So it focused that how much our product is being used by different types of customers. These customers can be regular, potent ional or 1st time user.

d) Loyalty Status: Loyalty status describes about loyalty of customer. It tells that how much customer is loyal to the product. So according to my point of view it targeted medium loyal customers.

e) Readiness Stage: It tells that is your customer aware about the product or not. It also tells that is customer interested in our product or not. Since Qarshi products are available everywhere in the country, so most of the customers are aware about its products.

f) Attitude toward product: According to my point of view, customers have positive attitude about Qarshi products because these products are made up of natural and herbal materials. It also includes quality.