FINAL PROJECT

Human Resource Development

SUBMITTED TO:-
Ma’am Saima Jamil
Institute of Administrative Sciences
University of the Punjab

PREPARED BY:-
 NORAIZ AHMAD 95
 KASHIF JAVED 91
 FAISAL ASHRAF 60
 SUMMER IMRAN 99
 USMAN ALI
 Table of Contents
FINAL PROJECT............................................................................................................................................1
PREPARED BY:-............................................................................................................................................1
Abstract.......................................................................................................................................................2
Introduction of the Company......................................................................................................................2
Vision:......................................................................................................................................................3
Strong culture and believe.......................................................................................................................3
Background of the Company.......................................................................................................................3
Reasons for choosing this organization.......................................................................................................4
Research Aim and Objectives Aim...............................................................................................................5
PRODUCTS OF THE COMPANY.....................................................................................................................5
LIKE:.........................................................................................................................................................5
(HR) Training and Development..................................................................................................................6
Literature Review........................................................................................................................................6
Example...................................................................................................................................................8
Hypothesis...................................................................................................................................................8
How we intend the access to Qarshi...........................................................................................................8
Methodology adopted for conducting interview.........................................................................................9
Methodology...............................................................................................................................................9
Research Methodology................................................................................................................................9
Vision:......................................................................................................................................................9
Objectives:.............................................................................................................................................10
Research design.........................................................................................................................................10
Selection of research questions.............................................................................................................11
Conceptual framework..........................................................................................................................11
Selection of appropriate research method............................................................................................12
Research methods.................................................................................................................................12
Choosing the research method..............................................................................................................12
Drawing conclusions..............................................................................................................................12
Generalization.......................................................................................................................................12
HR Department..........................................................................................................................................12
Abstract
We have done a research on “SALES DECLINE OF QARSHI SOFT DRINKS”. First of
all, we visited Qarshi Industries (Pvt.) Ltd Karachi Sales Office to get the basic
information about Qarshi Industries along with the information about their soft drinks. It
has helped us very much. After gathering information, we made our questionnaire for
primary research because no research had been done by anybody as we were the first to
the research on Qarshi Soft Drinks. We had done convenience research in which we had
included our university students, different college students and general public. As people
were not aware of this product so we had also done sampling so as to make people aware.
We analyzed the data that had been collected during our primary research. Then we
converted our data to excel sheet in which coding was done first to make our thesis to be
analyzed easily. After coding we made frequencies to make our work easier. Then
frequencies were converted into percentages for graphical representation. After that we
calculated the mean and standard deviation in order to check the variation in our data.
Also we used the calculated mean and standard deviation in Z-test for the acceptance or
rejection of our hypothesis. Last of all we had concluded our whole research by giving
some recommendations to Qarshi Industries in order to increase the sales of their soft
drinks. Keywords: Soft drinks; Qarshi; Marketer; Promotions
QARSHI
Introduction of the Company
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. ... The clinic was started with a view to provide pure and effective
herbal medicines to the general populace.

I undertook my project in Qarshi Pvt. Ltd. It is one of the largest herbal based products company
in Pakistan. It is worthwhile to mention that with a range of over 200 products, following
operational divisions are successfully marketing various Qarshi quality products. Natural
Medicine Division, Consumer Product Division, Distribution Division, International Marketing
Division, Farm Products Division, Springley Division, Institutional Sale Division, Qarshi Health
Shops.

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.

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.

Vision:
 Leadership in our field
 HRD
 R&D
 CSR

Strong culture and believe

 Ownership
 Cleanliness
 Competition

Background of the Company

There are three major areas in QARSHI, Research & Development, Commercial, and Welfare.
R&D includes Qarshi Dawakhana (1968) and Qarshi Research Int (2003). On the other hand.
Commercial section includes Qarshi Industries (manufacturing and selling of natural products) &
Qarshi International (for international business). Last but not the least welfare includes Qarshi
Foundation (Health, education, conservation & employment) & Qarshi Knowledge City
(education-research and commercial-NPO).

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.

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 Biden 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
public.

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.

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 five decades. It
has been offering a blend of age-old Oriental and Greek herbal preparations.

One of the largest quality natural products companies in Pakistan, Qarshi is a leading
organization with a large number of National / International Certifications and Accreditations.
With a vision to become global leaders in quality, human resource development, research and
development, and corporate social responsibility, Qarshi is engaged in promoting healthy living
and offers a blend of age-old Oriental and Greek herbal preparations with the latest
advancements in science and technology, providing more than 300 Quality Natural Products to
its customers worldwide.

Reasons for choosing this organization.

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 five decades. It
has been offering a blend of age-old Oriental and Greek herbal preparations.
A company true strategic position can only be known by analyzing its business and financial
performance which the chosen topic will help me to do in case of Qarshi; moreover, it will
enable me to use my academic knowledge in a better way.
As, above history we told Qarshi is almost five decades old and very strong culture organization,
there norms are rich. The role of human resource department has gone from the traditional ‘hire
and fire’ to an in-depth position, focusing on another aspect of the company like looking after
employee engagement. Not every company understands or values their human resource
department. Human resources professionals are the lifeblood of the company, because their job is
to ensure that the business gets the most out of its employees. In other words, the human
resource department needs to provide a high return on the business’s investment in its people.
I choose Qarshi pvt. Ltd, as it is one of the pioneers in herbal products it is listed on stock
exchange hence, has an easy access to information. Therefor the choice of this organization is to
scrutinize marketing operations under specific conditions prevailing nationally or internationally.
Despite being blurred out of local lime light Qarshi regained its lost position in the market.
Research Aim and Objectives Aim
 To know the factor affecting sales and sales promotion of soft drinks
in Qarshi Pvt. Industries.
 To analyze the consumer behaviors about the Qarshi Pvt. Industries
soft drinks. • Objectives:
 The main objectives are to find out the reasons behind variation of
sales and sales decline.
 To determine the level of preference of the customer behind sales
decline.
 To determine the level of effect of culture on consumption, why many
consumers are not consuming of the soft drinks in Qarshi Pvt.
Industries.
 To determine the level of people satisfaction about the soft drinks of
Qarshi Pvt. Industries.
 To determine the level that customer is interested in soft drink of
Qarshi or not.
 To determine the level of buying behavior of the customers.
 To determine the level of sale decline is not because of the proper
marketing.
 To know that the consumer not like the taste of soft drink of Qarshi or
they like another drinks.
 We want to achieve our objectives in specific time period. We can
collect the data by filling the questionnaire (open ended and close
ended) and interview conduct by the marketing and channel manager
of Qarshi Pvt. Industries.
 Research questions (based on objectives):
 What is the problem of declining sales of soft drinks of Qarshi?
 Who are the key competitors of the Qarshi?

PRODUCTS OF THE COMPANY

 FOOD & BEVERAGES
 REFRESHING SYRUPS
 HEALTH CARE

LIKE:
 JAM-E-SHIRIN & REFRESHING SYRUPS
  JOHAR JOSHANDA HERBAL TEA
 NATURAL MENIRAL WATER
 JAM & MARMALADES
 CARBONATED SOFT DRINKS
 PRESERVES & HONEY
 KETCHUP & SAUCES
 INSTANT POWDER DRINKS
 ARQIAT
 ANTI-ALLERGICS
 BONE & JOINT HEALTH

(HR) Training and Development

Training and Development is a structured program with different methods designed by
professionals in particular job. It has become most common and continuous task in any
organization for updating skills and knowledge of employees in accordance with changing
environment. Optimization of cost with available resources has become pressing need for every
organization which will be possible only by way of improving efficiency and productivity of
employees, possible only by way of providing proper employee training and development
conditioned to that it should be provided by professionals. 
Qarshi industry training and development refers to educational activities within a company
created to enhance the knowledge and skills of employees while providing information and
instruction on how to better perform specific tasks.
Training is a short-term reactive process meant for operatives and process while development is
designed continuous pro-active process meant for executives. In training employees' aim is to
develop additional skills and in development, it is to develop a total personality.
In training, the initiative is taken by the management with the objective of meeting the present
need of an employee. In development, initiative is taken by the individual with the objective to
meet the future need of an employee.

Literature Review
The Qarshi business (Pvt.) Ltd. is one of the biggest common homes grown based item
organization in Pakistan. Mankind today confronts gigantic difficulties. With immense financial
extension on an overall scale, the soundness of our buyers is put in higher destinations. Qarshi
Industries, a leading maker of Natural Products, has been pushing solid living in excess of seven
decades. The age-old Oriental and Greek natural arrangements are mixed with the most recent in
Science and Technology at Qarshi Industries to give sheltered and viable items to the greater part
of our clients
Training and development Training and Development basically deals with the acquisition of
understanding, knowhow, techniques and practices. In fact, training and development is one of
the imperatives of human resource management as it can improve performance at individual,
collegial and organizational levels. As the process of ‘increasing one’s capacity to take action,
organizations are now increasingly becoming particular with organizational learning and
therefore collective development. Organizational learning, on the other hand, refers to the
“efficient procedure to process, interpret and respond to both internal and external information of
a predominantly explicit nature. According to Easter by-Smith (1999), the emergence of the
concept of organizational learning is central on the hitherto idea that prior advocacies of learning
are tended to its commercial significance and are lacking of empirical information on learning
processes.

Strategically, organizational learning, which makes use of training and development as one of
the several responses, deals with the acquisition of understanding, know-how, techniques and
practices. These intellectual intangibles can be translated into an organizational resource through
the people that acquire, infer and utilize such towards the achievement of the organization-wide
training and development (Armstrong, 2006). Training and development are planned learning
experiences which teach employees how to perform current and future jobs more effectively.
Sims (2002) emphasizes that training focuses on present jobs while development prepares
employees for possible future jobs. Basically, the objective of training and development is to
contribute to the organization's overall goal.

“Applesshh and Lemonsshh” the soft drink product launched by Qarshi industries pvt. Ltd.
Qarshi has good image in the mind of the customers due to its herbal products and having
international health standard. We tried to analyze that what are the reasons due to which the
consumers not prefer Qarshi soft drinks. The objective of this study is to examine the effect of
sales promotion and sales decline of the Qarshi soft drinks. Scientists discovered carbon dioxide
behind the bubble in natural mineral water. The first marketed soft drinks appeared in the 17th
century. They were made from water and lemon juice sweetened with honey. Consumers
regularly purchase multiple products from the same category. We find evidence of such purchase
behavior for carbonated soft drinks (CSDs) of Qarshi. Temporary price reductions (sales) are
common for many goods and naturally result in a large increase in the quantity sold. We explore
whether the data support the hypothesis that these increases are, at least partly, due to demand
anticipation: at low prices, consumers store for future consumption. There are several reasons to
study and quantify consumers’ inventory behavior. Soft drink consumption has become a highly
visible and controversial public health and public policy issue. Different advertisers have
discovered that certain attributes of their target market (e.g., little yet topographically scattered)
or qualities of their item (e.g., exceptionally intricate) make publicizing a less appealing choice.
For these advertisers better comes about may be acquired utilizing other special methodologies
and may prompt regulating all their limited time using to non-promoting advancements. Sales
promotion is a major force in marketing today. Coupons, rebates, free sample, point of purchase
techniques are some of the promotional strategies being employed today. An analysis of the sales
promotion on sale volume would help marketers to increase their product sales. Qarshi industries
promote their goods services to the market using a verity of promotional strategies. Promotion is
used to communicate and persuade potential customers to the advantages of the offer. Household
data contain more information than the stores have, and data is the more useful analysis of sales
promotions. The big advantages of household are that it represents the actual behavior of the
consumers. It offers the opportunity to the sales promotions to observe the reaction, choice and
behavior of the consumers. With household data for example:

Example
 Sources of promotional volume
 Heterogeneity in promotion response
 Brand loyalty
 The segment in market by demographic characteristics.

Hypothesis
 Level of awareness directly affected on sales decline of Qarshi soft drinks.
 Taste has a direct impact on sales variation.
 Lack of preferences is also affected on sales decline.
 How many products does Qarshi have?
 By soft drink we gain weight and it strongly affect the teeth.
 Lack of exercise increase the level of sugar in users.
 Lack of awareness of Qarshi unique juices available in the market.

How we intend the access to Qarshi

One of the most fundamental tasks related to this project was gaining access. It involved both
securing entry into Qarshi and individuals (employees) associated with it. The methods include
using endorsements from authorities, gradually facing over entry into the organization. Initially,
we email the organization and after some time we get the response.
Methodology adopted for conducting interview
An interview is generally a Qualitative research technique which involves asking open-ended
questions to converse with respondents and collect elicit data about a subject. The interviewer in
most cases is the subject matter expert who intends to understand respondent opinions in a well-
planned and executed series of questions and answers. Interviews are similar to focus groups and
surveys when it comes to garnering information from the target market but are entirely different
in their operation focus groups are restricted to a small group of 4- 5 individuals
whereas surveys are quantitative in nature. Interviews are conducted with a sample from a
population and the key characteristic they exhibit is their conversational tone.

Methodology
We will develop basic accomplishments for the study of effects of sales and promotions
on the consumer purchase behavior. It describes the way by which a consumer is
influenced by sales and promotion in their behavior of purchasing. In this regard we will
identify different variables that may influence the consumer behavior regarding sales and
promotion

Research Methodology
We will focus to observe the fact about behavior of purchasing at a micro level that it allows us
to draw a result about the effect of sales and promotion on consumers purchasing decision. Some
of the questions that must be answered by the researchers are:

 Is there any influence of sales and promotions on the consumer’s buying decision?
 Are there any household characteristics that may give us an idea about the difference
in displaying consumer behavior?
 Is the household promotional response similar across different categories of a
product?
 Are these similarities being explained in a better manner by household
characteristics?
 Two way approaches is being used by us to answer these questions:
 First of all we will identify different drivers related to household promotional
response.

Then investigation of sales and promotion reaction mechanism that will help to constitute
household promotion response.

Vision: Leadership in our field

Objectives: To develop natural material based innovative products
This all are the company profile after visiting we identify the problem that Qarshi soft drink is a
failure product in Qarshi pvt ltd so that’s why we decided we conduct research on sales and sales
promotion of soft drink of Qarshi. In this research we will identify the factor which affected on
sales of Qarshi soft drinks. In this report we will identify the major factor that why sales decline?
why demand of soft drink is low? Because consumers are notorious for their fickle tastes, and the
changing winds of consumer taste also impact demand for soft drinks. As consumers become
more conscious, they give up tasteful soft drinks in favor of more healthful choices. Fruit-based
juices, energy drinks and other performance boosters are gaining consumer favor over soft
drinks. That’s why we conduct this research we also identify that the advertising method they use
which effect on sales. Which factor effect much and why consumer don’t prefer Qarshi soft drink
then other soft drink. For this purpose, we know the primary reason for communication and
implementation of the sales promotion is to identify some specific marketing need that then can
be met with the soft drink and the proper promotional activity. The quality of the product is
critical, Qarshi soft drink development of the best product on the market will necessarily
correlate with the most sales. At the same time, Qarshi soft drink began to decline, a problem
that was attributed to a weak promotional campaign. Subsequently market surveys and the
market size and value are important to find out whether the demand for a product really exists or
not if not so why what is the reason? In this research we also find out that why consumer don’t
aware of this product. Is there any mislead of advertising campaign? And how we can give the
awareness of the Qarshi soft drink? Because Competitors are very important to the success or
failure of a new product and the entrepreneur should recognize that there are different types of
competitor. In this research that we identify why consumer switch other product? Consumers are
quick to switch brands because soft drinks are classified as low-involvement product types.
Hence Qarshi should increase their advertising and marketing efforts to encourage existing
consumers to choose their products while attracting new consumers in the forecast period.
Furthermore, some types. Unique and attention-catching advertising campaigns and better
distribution reach are essential for manufacturers seeking to stand out and gain profit to secure
their competitive position and also we identify the age group who like or doesn’t like this soft
drink and see that consumer preference.

Research design
Research design in our term project consists of Qarshi soft drink. A framework of data
compilation, categorization, measurement, investigation and presentation for this study. in this
project we identify the variables because our term project based on exploratory research and we
conduct primary research on soft drink of Qarshi. We identify the variable which consists time,
age; population. We measure the relationship between the variables and hypothesis. It’s whereas
we conduct the exploratory research so first we identify the major problem of sales of Qarshi soft
drink. We identify that why sales decline of Qarshi soft drink? so at last we consider the
following lines which effect directly on sales of Qarshi soft drink:

Lack of awareness about Qarshi soft drink

 Name of the product (applesshh, lemonsshh)

 Availability of the soft drink
 No ATL advertisement
 And no publicity.
Secondly, we also focus some secondary data like sampling of this soft drink. So in our
term project we also consider descriptive approach in which we apparent specific
hypotheses and definite investigations. Hypothesis conduct on the basis of our variables
[6]. Finally, primary designs of research deals with the concept of rationale. They
disclose the reason and its outcome among two or more variables. In our term project we
use for data collection qualitative method and we gather the data about Qarshi soft drink
for this purpose we conduct interview for company’s manager and visit the several areas
in which Qarshi drink available or not and we consider or focus universities and colleges
students and also households. This study explores that how to promote the sales of Qarshi
soft drink and make a two or more hypotheses and an existing association between
different variables. More precisely a relationship need to be sales promotion and
consumer preferences also create the awareness about Qarshi soft drink.

Selection of research questions

Before going to get information about our research topic we made a questionnaire so that
it might become easy for us to gather more information related to our topic. Some of the
questions were related to the historical background of Qarshi Industry then after that we
asked the questions about their marketing strategies. One of the main problems we had
observed was the name of Qarshi Soft Drinks i.e., Applesshhh and Lemonsshhh, we
found it difficult to pronounce because the name of a particular brand should be easy to
pronounce rather than the customer has a willing to buy it due to a difficult name he
avoids to purchase the brand.

Conceptual framework
Our study focuses on the relationship between respondents’ exposure to awareness of
Qarshi Soft Drinks which will act as the independent variable and their attitude towards
drinking these soft drinks, which will be the dependent variable. Likewise, the
relationship between respondents’ socio-demographic characteristics and their beliefs and
attitudes towards drinking Qarshi Soft Drinks was assessed. Socio-demographic
characteristics include the respondents’ income level, age.
Selection of appropriate research method
We have done primary research due to the reason that we are conducting this research
for the first time so we didn’t find any of research articles, journals and publications
related to our research but we had considered some of the articles that had helped us to
shape our research accordingly.

Research methods
They are several important aspects to research methodology.
Choosing the research method
The selection of the research method is really very crucial for what conclusions we can
make about the phenomenon about the research problem of soft drink. It affects what we
can say about the causes of decline in sales and factors influencing this phenomenon.
Significance test
To test a hypothesis, quantitative research uses significance test to determine which
hypothesis is right and which is not right. But social sciences research is more dependent
over significant test. If hypothesis is more likely to be correct than research is successful.

Drawing conclusions
Drawing a conclusion is based on several factors over which the research process is
dependable, not just to get the expected result by researchers. It has to be based on the
validity and reliability of the measurement, that can affect the results or outcomes of
those measurements.

Generalization
It is to which extent the research and conclusions apply to the real world situations.
Validity and reliability:
Validity refers to what degree the research reflects the given research problem, while
reliability refers to how consistent a set of measurements.

HR Department
The process an organization takes when creating a human resource department differs
based on whether the organization is brand new or if the organization has been in
operation for some time and is just now adding an HR department. In addition, the issues
and concerns of starting the HR department are affected by the current size and expected
growth of the organization, the amount of support and infrastructure already in place, the
industry, and the organizational vision and culture. This article provides a general
 overview of areas and issues an employer should consider when building an HR
department from the ground up, including the following:

 HR staffing plan.
 HR budget.
 Tax obligations.
 Payroll system/administration.
 Companywide staffing plan.
 Job descriptions.
 Pay structure.
 Benefits plans.
 Employee handbook.
 Safety procedures.
 Employment posters.
 Hiring procedures.
 Personnel files.
 Performance evaluation process.