F inal project


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F inal project

  1. 1. Chapter 1INTRODUCTION Page 1
  2. 2. Introduction chapter contains1.1Introduction about the study1.2Objectives of the study1.3Importance and the relevance of the study1.4Scope of the study1.5Limitations of the study Page 2
  3. 3. 1.1 INTRODUCTION: India with a population of more the 100crores is potentially one of the largest consumermarkets in the world. With urbanization and development of economy, brand identity, livingstyle, suggestion and interests of the people changes according to the advance nation. Marketing is about winning this new environment. It is about understanding whatconsumer’s wants supplying it’s more efficiently and more conveniently. The consumer market may be identified as the market for product and services that arepurchased by individuals as household for their personal consumption. Pharma is a typicalconsumer product purchased by the individual primarily for their good health and also forphysical fitness and beauty. Different types of Pharma medicine are available in the market andmore or less content of all drugs are same. The market of drugs or medicine is facing a cutthroatcompetition and many companies are floating in the market with their products with differentbrand names. In such a kind of situation different factors which influence to the people choicefor Ayurvedic medicines are mainly doctors prescription, availability at chemist shop, suggestionof chemist, efficiency, quality, images. So, marketing is both philosophy and technology. It is technology because it suggestsways and means for effective production and distribution of goods and services in the market togive maximum satisfaction to the consumer. The marketing manager is responsible for both, determining and suitability of goods andservices presented by the company to the market, and also determining about potential marketand make better relation with the retailer. In this regard the marketing management with have to apply to marketing technology inthe conceptual philosophy of system. It is the process of system analysis in the marketingmanagement for effective research and can be defined as “Systematic objective and exhaustivestudy of tasks relevant to any problem in the field or marketing”. Page 3
  4. 4. 1.2 OBJECTIVES OF STUDYPrimary Objective To study on sales and promotional system of Himalaya drugs in Patna division.Secondary Objectives 1. To determine the factors which persuade the doctors for prescription of Himalaya drugs. 2. To find out the company’s position in the Ayurvedic drug market. 3. To find channel of distribution of Himalaya 4. To find out the promotional activities in Himalaya. Page 4
  5. 5. 1.3 IMPORTANCE & RELEVANCE OF THE STUDY The two month project Training is very important for a student of MBA. This type ofstudy gives some practical knowledge to MBA students and practical knowledge is more usefulthan theoretical knowledge for any one. There is no certain formula for any particular problem but the aim of this study is todevelop the ability of decision – making. A right decision at the right time itself helps anorganization to run smoothly. The training in any organization gives us an idea of different marketing activities andmany emphases is given on “Promotional Activities Aspect” and also it is seen how business istaken tactfully when any problem comes to an executive. The way of problem solving, rightdecision making and knowledge of different types of marketing activities gives much importanceto this study. Though only in 2 months, it was not possible to understand it so deeply but overallideas would be developed. The market survey was conducted on a study of chemist stores and their “Sales &Distribution System” for Himalaya drugs, in Patna division, mainly Bihar state. This study was done in Himalaya drug company (Poonam Enterprises, C&F) Patna. Thegeographical slope of my survey was limited to Patna, Ara and Buxar only. Study aims atrelationship between Company Executives and doctors & chemist and why any doctors prescribefor the particular brand. The survey covers a wide range of activities and factors, which influence the doctors toprescribe for the particular brand and influence chemist to keep and sale the Himalaya drugs. Thesamples of 50 respondents were taken to represent total retailers of the Himalaya drugs, and theresult was in the favour of Himalaya. The validity of the findings of this survey is limited to theperiod during which the field survey was conducted i.e., two months during 10th of March to 5thMay 2010. Page 5
  6. 6. 1.4 SCOPE OF THE STUDY:  The research work was conducted in different areas in Patna, Ara and Buxar (Bihar) conveniently selecting 100 chemist and 25 doctors. The study was done with the aim of understanding their perception towards the Ayurvedic medicines of the Himalaya Drug Company.  The result of the study will help the company to identify the satisfaction level of the customers and demand on various benefits provided and promotional activities adopted by the company.  The result of the study will help the company to identify the areas where the company should focus in order to increase their customer base and generate more prescription.  The result of the study will help the company to bring out with a new plan and promotional activity which will create a new customer base for the company. Page 6
  7. 7. 1.5 LIMITATION OF THE STUDY: Although all efforts have been made to study all start of population as compared to thetopic of study, universe size and sample size findings of the study will be considered only on theUrban Area and will be applied in Patna, Ara and Buxar only because of the chemist and doctorsperception and expectation varies in other place due to socio-economic and educationalbackground. At last but not the least the study will try to find out real depth of the actual positionas far as possible. A project is a work that an executive or the personnel does by their efforts in research.There are many advantages that we can easily find and recommend in the company but like allprojects this project also have some limitations, such as:-  Personal interview :- It consists few questions and answer session, so most of the people avoid it and that’s why we get few wrong response in the questionnaire.  Field survey :- This method is also a key factor, but generally to that place where it has been done, because the result varies when we change the area.  Questionnaire :- Because of the busy schedule and fast life of the of the respondents, most of them do not give the that is needed, so that affects the result as well as analysis.  Secondary sources :- Such as company data makes in favour of the company, so problem occurs.  Personal visit to the chemist stores :- This is also a good technique, but most of them don’t discloses their sale unit and turn over because of the privacy. Page 7
  8. 8. The survey suffers from following limitations also:- 1. Since the product under study was a health product i.e. medicine which requires a large sample to have a correct study, a sample size of 125 respondents was too small for it. But time & money did not allow researcher to have a large sample. And also to manage a large sample would also be difficult by Researcher alone. 2. Duration of study is also limited for further intensive study. 3. Most stress was given on primary data. As it was difficult to collect Secondary data from doctors & distributors. 4. The sample selected is not purely random sample but it is convenient so that the result of the survey doesn’t have any high degree if statistical significance. 5. The results of the survey are based upon crucial assumption Like:- a. The respondents know the right answer to the question put to then. b. They are willing to give the right answer. c. Strictly based on the responses of the Chemist. d. Difficult to ascertain the authenticity of their statement. It is very difficult to influence and get right answer from old mentality chemist.Region i.e., Urban area therefore the result are applicable to Patna, Ara and Buxar region onlythese findings may not have much relevance in other regions of different from rest of thecountry. All the conclusions suggestions & recommendations will be made in the feedbackobtained from the survey on the basis of responses given by the respondents. Page 8
  9. 9. Chapter 2 PROFILE OF HIMALAYA Page 9
  10. 10. Profile of Himalaya chapter contains 2.1 Ayurveda an Introduction 2.2 History of Himalaya 2.3 Company Profile 2.3.1 Overview 2.3.2 Brand Identity 2.3.3 Mission & Vision 2.3.4Chairman Message 2.3.5 Customer Testimonial 2.3.6 Privacy & Quality Policy 2.3.7 Production 2.3.8 Global Strategies 2.3.9 Management Hierarchy 2.4 Divisions of Himalaya 2.5 Promotional Strategies 2.6 Product Profile 2.7 Review of Literature 2.8 Marketing Strategies 2.9 Field Experience 2.10 Distribution Channel Page 10
  11. 11. INDUSTRY PROFILE: Infrastructural development and opening of flood gates in the guise of LPG (TheLiberalization, Privatization, and Globalization) made a sea changing in drugs Industry. The vastchange in the outlook, purchase, living style, health problem and usage of the Indian on variousangles to meet the onslaught of this indirect invasion of economy, living style, eating habbit, etcconsumer started changing rapidly. This created a havoc not only in the price view but also in theangle of quality, brand name, efficiency, etc. Every concern started Every started changing theirapproach in price, design, provision of comfort, company concentrating Page 11
  12. 12. 2.1 AYURVEDA- AN INTRODUCTION: The word Ayurveda comes from the word ayur meaning life and the word vedameaning to know. Ayurveda means the science of life, and is a medical system practiced inIndia, Sri Lanka and Nepal. Ayurvedas mythological origins, though, are attributed to the Indo-European Nasatya orAswins, twin physicians of the gods of the ancient Indo-European pantheon. Four thousand yearold references to the Nasatya are found in the now extinct, Hurrian and Hittite languages inTurkey, and in the Sanskrit language in India. Ayurveda is considered the upaveda or accessoryVeda to the Atharva Veda. The four Vedas are the worlds oldest literary documents in an Indo-European language. A classic ayurvedic text, that parallels the time frame of the Atharva Veda, is theCharaka Samhita. Written in the Indus Valley area around 1000 B.C.E. (Before the CommonEra) in Sanskrit, it is a treatise on general medicine. This strongly suggests the probability thatayurveda, though of pan Indo-European origins earlier, had begun to evolve into a distinct entitywithin the subcontinent by the first millennium B.C.E. Ayurvedas lasting influence in the non Indo-European sphere began after the rise andspread of Buddhism in the 6th century B.C.E. Buddhist monks introduced Ayurveda to China,Tibet, Korea, Mongolia and Sri Lanka, leaving a lasting legacy in their medical systems. More recently, the German translation of an ayurvedic text that dates back to less than1000 B.C.E., the Susruta Samhita, contributed to modern medicine the discipline of plasticsurgery. Susruta mentions eight branches in ayurveda - General medicine, Surgery, ENT and Eyediseases, Toxicology, Psychiatry, Pediatrics, Gynecology, Sexology and Virility. The Himalaya Drug Company, since 1930, has blended ayurvedic expertise withmodern medical research methodology, to extend the science of ayurveda to producescientifically verified herbal solutions. Page 12
  13. 13. 2.2 HISTORY OF HIMALAYA: Eighty years ago, on a visit to Burma, Himalaya’s founder, Mr. M. Manal, saw restlesselephants being fed with a root to pacify them. The plant from which this was taken is Rauwolfiaserpentina. Fascinated by the plants effect on elephants, he had it scientifically evaluated. Afterextensive research, Serpina, the world’s first anti-hypertensive drug, was launched in 1934. This legacy of researching nature forms the foundation of Himalaya’s operations.Himalaya uses the tools of modern science to create pharmaceutical-grade ayurvedic products.We have pioneered research that has converted Ayurveda’s herbal tradition into a completerange of proprietary formulations dedicated to healthy living and longevity. Today, theseproducts have found acceptance with medical fraternities and serve the health and personal careneeds of consumers in 67 countries.  ISO 9001: 2000 certification awarded for design, manufacture and marketing of herbal health care products. .  Himalaya celebrates seventy-five years. Page 13
  14. 14. 2.3 COMPANY PROFILE:  The Beginnings . . . making of an Indian multinational The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a clearvision to bring Ayurveda to society in a contemporary form and to unravel the mystery behindthe 5,000 year old system of medicine. This included referring to ancient ayurvedic texts,selecting indigenous herbs and subjecting the formulations to modern pharmacological,toxicological and safety tests to create new drugs and therapies. Eighty years ago, on a visit to Burma, Mr. Manal saw restless elephants being fed witha root to pacify them. The plant from which this was taken is Rauwolfia serpentina. Fascinatedby the plants effect on elephants, he had it scientifically evaluated. After extensive research,Serpinaâ, the worlds first anti-hypertensive drug, was launched in 1934. The legacy of researching nature forms the foundation of Himalayas operations.Himalaya has pioneered the use of modern science to rediscover and validate ayurvedas secrets.Cutting edge technology is employed to create pharmaceutical-grade ayurvedic products. As aconfirmation that Himalaya is dedicated to providing the highest quality and consistency inherbal care, the Company was awarded an ISO 9001:2000 certification in 2003. Since its inception, the company has focused on developing safe, natural andinnovative remedies that will help people lead richer, healthier lives. Today, Himalaya productshave been endorsed by 300,000 doctors around the globe and consumers in 67 countries rely onHimalaya for their health and personal care needs. Page 14
  15. 15. AYURVEDA AT HIMALAYA: Ayurveda or the Science of Life is an ancient, holistic system for diagnosis andtreatment, perhaps the oldest system of medicine known to humanity. Fundamental to Ayurvedais the use of well-balanced combinations of plants and other agents in synergistic formulas. At Himalaya, we have pioneered the use of modern science to rediscover and validateAyurvedas secrets. We employ cutting edge research to create pharmaceutical-grade Ayurvedicproducts. Natural, effective and safe, these products have helped thousands of people livehealthier, richer lives. Our focus is on wellness; on helping people get healthy and stay healthy. At Himalaya, research begins with raw herbs chosen from traditional texts and fromobservations and experiences of indigenous plants. Our team of herbalists study texts, bothtraditional and scientific, exhaustively for relevant data. A few herbs of promising activity areshort-listed. Polyherbal formulations of these short-listed herbs are made in order to provide awider scope of pharmacological and cosmetic activity. Multicentered, double-blind trialsaccording to WHO criteria further assist in scientifically validating the formulations. In the 1930s, Himalaya developed a pioneering experimental herb farm, which grewrare endangered herbs for commercial use. The company today has in addition to this anunparalleled database of dedicated herb suppliers, an herbarium, an agrotech division and anursery. The standardization of herbal medicine is a more daunting challenge than the processesused for allopathic medicine. The tabletting of ayurvedic medicine is more arduous, withmultiple granulating, processing and coating variables. Today, Himalayas manufacturing unithas the largest coating capacity in Asia. Researching Ayurveda and capturing its benefits in formulations, has been the hallmarkof Ayurveda at Himalaya. Using modern research methodology and manufacturing practice,Himalaya has made available to people all over the world, an alternate method of treatment,which has no known side effects. Page 15
  16. 16. 2.3.1 OVERVIEW:  Himalayas commitment to the community is part of our core values. Our mission is to make a positive difference to the communities in which we operate.  We believe that every human being has a fundamental right to a good quality of life. This involves access to health, education, a clean environment and freedom from poverty.  Through our several community initiatives, which include programs aimed at ensuring better health, education, sustainable development and economic empowerment, we do our best to bring happiness to the lives of people who are marginalized and poor.  Our social philosophy is very simple - if we want to prosper as a business we need to ensure that the community prospers with us. By investing in the community we are investing in our business. Page 16
  17. 17. 2.3.2 BRAND IDENTITY:“The promise of health, well-being and a prescription for good living” The Himalaya brand has much in common with the mountain range from which it drawsits name. For centuries, the Himalayas have been an icon of aspiration, of mans quest to unlockNatures secrets. They represent purity and lofty ideals. The fact that the Himalayas are thesource of many of the herbs that are used in our products makes our brand name all the moreappropriate.OUR IDENTITY: The Himalaya brand has much in common with the mountain range from which itdraws its name. For centuries, the Himalayas have been an icon of aspiration, of mans quest tounlock Natures secrets. They represent purity and lofty ideals. The fact that the Himalayas arethe source of many of the herbs that are used in our products makes our brand name all the moreappropriate. Our logo is a visual definition of our brand identity. The leaf that forms the crossbar ofthe letter H evokes our focus on herbal healthcare. The teal green of our logotype represents ourproximity to nature, while the orange is evocative of warmth, vibrancy and our commitment tocaring. Everything that carries our logo is accompanied by the high quality that has always beenthe Himalaya hallmark. The Himalaya brand carries with it the promise of good health and well-being. It is our endeavor to ensure that our logo becomes the symbol of a promise delivered. Page 17
  18. 18. 2.3.3 OUR MISSION:  Establish Himalaya as a science-based, problem-solving,  Head-to-heel brand, harnessed from natures wealth and  Characterized by trust and healthy lives.  Develop markets worldwide with an in-depth and long-term  Approach, maintaining at each step the highest ethical standards.  Respect, collaborate with and utilize the talents of each member of the Himalaya family and the local communities where Himalaya products are developed and/or consumed, to drive our seed-to-shelf policy and to rigorously adopt eco-friendly practices to support the environment we inhabit.  Ensure that each Himalaya employee strongly backs the Himalaya promise to exceed the expectations of the consumer, each time and every time. Nothing less is acceptable.OUR VISION: “Put Ayurveda on par with modern medicine.” Page 18
  19. 19. 2.3.4 CHAIRMAN MESSAGE: It all began in 1930 with his mothers pawned bangles. A young man with a verycurious mind pondered the idea of presenting herbal medicine in a contemporary form. He spenthis days riding his bicycle through the forests and learning about herbs from the local healers. Heknew he must scientifically prove that herbal medicines do work. He also wondered how to makean herbal tablet. He was advised to add kerosene to the powdered herb to help the tablet keep itsform. And he tried it too, only to quickly realize that he had been tricked! He continued hisefforts on his hand-operated tablet-compressing machine. At night, his shoulders would acheafter struggling to manually produce a few hundred tablets, one tablet at a time. Simple as it maysound, the reality was that in his time this had never been done. I sit here today, billions oftablets later, amazed by the man who started it all: my legendary father. Eighty years later, Himalaya has spread its wings to several parts of the globe. Withoffices in Bangalore, Dubai, Grand Cayman, Houston, Johannesburg, Riga and Singapore, weare on a roll. It is our vision to make Himalaya a household name, a trusted head-to-heel brandproviding scientifically researched herbal solutions for the entire family. Indeed, brand Himalayahas substantially increased its visibility in several important markets globally. We will continueto build on this foundation. Despite our global ambitions, our commitment to our core values remains strong. Wewill continue to operate our business with the highest ethical standards set by my father. We willbe honest and truthful in all our dealings. As I have said before: Each person who comes in touchwith Himalaya must be delighted with his or her experience. Nothing less is acceptable. With your help and support, I am confident that Himalaya will continue to makehistory in the next seventy-five years. Thank you for being a part of this incredible journey.Meraj ManalChairman Page 19
  20. 20. 2.3.5 CUSTOMER TESTIMONIAL:  Mrs. T Flack from South Africa, who recently visited India, is now a big Himalaya fan! She wrote Himalaya from Africa. "I was recently in India, where I came across your products, specifically the facial andhair care products. I was immensely impressed with everything I used, even to the point that Iwouldnt get on the plane when leaving India, as they didnt want to allow me to board with theHimalaya products Id bought at the duty free shop. They eventually allowed me to carry it ontothe plane."  Himalayas Mud Pack gets kudos from Bali. Ms. Winny from Indonesia writes .. “I am writing from Bali, Indonesia. I tried Himalayas Mud Pack for the first time andthe result is WONDERFUL. It makes my skin soft from the very first use!Thank you so muchHimalaya!”  Himalaya’s shampoo is a hit with Mr. Khan from Mumbai, India. “Well I am using Himalaya shampoo (dry and damaged hair) and I must say it is one of thebest shampoos. My hair is much better than before, more silky and soft.”`  A lovely note from Mr. Harold from Tamil Nadu- “Hello and Greetings to you, I am now in India and for the past few months I am usingdifferent products from Himalaya, and I feel better and comfortable with it, not only me, now myfamily and my friends are also using the Himalaya Products…Thank you and I am very happy tobe a part of Himalaya.” Page 20
  21. 21.  Ms. Sabeena from Malaysia made our day with her fantastic feedback “Ive tried Himalaya products and Im really happy -especially the dandruff shampoo. Itreally works! I’m also using Himalaya skin care products daily...and nowadays I promote theseproducts to all of my friends and they are also satisfied with the products.”  A wonderful letter from Yukari Sugioka, a customer from Japan really made our day! “I am writing from Japan. I went to India about 2 months ago and bought Himalayashampoo and some stuff. I and my sister are huge fans of Himalaya since we started to use it. Wereally love to use Himalaya products especially the shampoo!! My hair is completely changed, sonice and soft. I never felt like that before!!!So I would like to get Himalayas product if I can from Japan...I dont mind even if a little bitexpensive..,,,coz I cant go to India soon.”  Mariana Lubich tells us about how our product Rumalaya helped her- “Before everything I would like to express my high appreciation as a patient for yourproducts, especially Rumalaya and Gasex. Rumalaya Cream seems to be a miracle. It helped mewith my sciatica-like pain and with my feet with fallen arch.”  Ms. Dannielle Louise Raine from the UK tells us about our lovely body cream- “On a recent trip away I picked up some of your body cream. It was in an upright bottlewith a green lid. Its for extra dry/winter skin. I suffer from dry skin and it is the BEST product Ihave found for it.”  We received a great review on Diabecon from Mr. Gopi in Canada- “Diabecon tablets worked wonders on my Type 2 condition. I am free from Metforminwhich I was on for some 2 1/2 years. And these results showed itself just after 2 weeks ofDiabecon consumption; its now some 5 weeks since I started on Diabecon although Metformin Page 21
  22. 22. worked pretty well, Diabecon worked that much better and I am completely free fromMetformin, a prescription medication in most parts of the world.”  Annika Olsson from Australia wrote to us about Himalayas protein shampoo- “I recently returned from a trip to India which was where I discovered your products. Ilove them!! I bought lots of things including several bottles of your Protein shampoo withChickpea and sesame, it is absolutely incredible. For my long hair to be so soft and beautifuleven without using a conditioner is great. I have also had trouble with my hair falling out andgetting thinner but using this shampoo I can see the re-growth. The revitalizing hair oil has alsobeen excellent....Thank you for your great products.”  Cynthia from Kerala, India tells us how the whole family is Himalaya user- “I recently had a son and have been using Himalayas Bonnisan for him. He is veryhappy and healthy because of it. My mother was suffering from a severe backache and I appliedRumalaya gel and she found relief within an hour. My own toothache problem was solvedbecause of Himalaya Dental Cream. From then, we use only Himalaya products like Baby soap,Baby Oil etc. We are all very happy with your products.”  Gayatri Nair from Cochin, India, gives Himalayas Hair Loss cream a fantastic feedback- “Id like to congratulate and thank Himalaya for its wonderful Hair Loss Cream. I hadlost around 80% of my hair due to straightening. I tried everything from shampoos to oils, but itwas all in vain. Himalaya was the last shot and it showed results in about 3 days time!!!”  Mrs. J from Florida , USA, wrote to us about her husbands experience using HeartCare- “My husbands cardiologist was concerned about his cholesterol and wanted to put himon prescription medication. We made a deal- he would use HeartCare for 6 weeks and if the Page 22
  23. 23. cholesterol dropped, we wouldnt put him on any medication. His cholesterol dropped 30 pointsand gradually dropped another 20 points where he has stabilized. In 6 weeks time, thecholesterol dropped from 239 to 179. Amazing results!”  Dr. Satish, from Mysore, India, tells us about her experience using Himalaya Baby cream for her son- “My 5-month-old son had some skin problems. I tried all sorts of applicationsincluding steroid creams. But the problem kept recurring. When I came across your Baby Creamproduct, I started using it. Now my son has no skin problems! Touchwood! Thanks Himalaya!”  Mr. Saxena, from UP, India, wrote to us about his wifes severe arthritic pains and how Shallaki made a difference “My wife had been suffering from arthritis of the knee for a long time. We consultedseveral doctors and she was put on heavy medication. The pain would subside whilst she was onmedication but would surface the moment she discontinued. The pain had left her virtuallyimmobilized. Someone then suggested that she try Himalayas herbal product, Shallaki. Afterusing the product for two months my wife had tremendous relief! I have since beenrecommending this product to my friends!” Page 23
  24. 24. 2.3.6 PRIVACY POLICY: At The Himalaya Drug Company, we respect every individuals right to privacy. Ourrelationship with you is our most valuable asset and is the very basis of our name and reputation. We understand the importance you place on the privacy and security of information thatpersonally identifies you or your account information. We refer to and treat this information as"personal information". We do reserve the right to disclose or report personal information in limitedcircumstances where we believe in good faith that disclosure is required under law, to co-operatewith regulators or law enforcement authorities, or to protect our rights or property. We use personal information in ways that are compatible with the purposes for which weoriginally requested it. For example, we will use the information you give us to process yourrequests and transactions, to provide you with additional information about products andservices, or to evaluate your financial needs. To do so, we may share personal information withan agent or affiliate. We limit the collection and use of personal information to what is necessary to administerour business and to deliver superior service to you. This may include advising you about ourproducts or services, those of our affiliates, and other opportunities that we believe may interestyou. To serve you better, we may combine information you give us on the Web or through otherchannels. When we share personal information with an agent or affiliate, we protect that personalinformation with a strict confidentiality agreement. Companies that we hire to provide supportservices or act as our agent must conform to our privacy standards. Himalaya corporate policies require that employees with access to confidential customerinformation may not use or disclose the information except for business use. All employees arerequired to safeguard such information, as specified in their confidentiality agreements withHimalaya. Page 24
  25. 25. On occasions, we may assist a company that is not affiliated with Himalaya in providingor offering a product or service to you. In such circumstances, marketing materials will includeinstructions on how you can request not to receive those communications in the future. In allcases, your personal information is protected by a strict confidentiality agreement. We do notallow any nonaffiliated company to retain your personal information longer than necessary toprovide the product, service, or information, unless you affirmatively grant us permission to doso. We continue to evaluate our efforts to protect personal information and make everyeffort to keep your personal information accurate and up to date. If you identify any error in your personal information or need to make a change to thatinformation, please contact us and we will promptly update our records.QUALITY POLICY: Developing safe and proven pharmaceutical-grade herbal health and personal careproducts. Maintain international quality standards and secure Indias rightful place in the globaleconomy by consistently meeting or exceeding customer expectations. Quality Performance is a commitment to excellence by each Himalaya employee. It isachieved by teamwork and a process of continual improvement. Our attachment to Himalaya is total; our commitment to its values, complete. Eachperson who comes in touch with Himalaya must be pleased with his or her experience, nothingless is acceptable. Page 25
  26. 26. HIMALAYA PURE HERBS: Himalaya Pure Herbs is a range of individual herb extracts. The actions of theseextracts benefit the body, irrespective of the individuals body constitution, state of health andmetabolic functions. Everyone can benefit from the goodness of these herbs, irrespective of age,sex, body type or other health related factors. The herbs that feature in the pure herb range have remarkable benefits. The HimalayaPure Herbs Range delivers to you, a herb in a capsule, with all its attendant benefits. While itmay have a therapeutic and nutritive value for a weakened body, its primary action is tostimulate or ameliorate particular organic functions. Its action has benefits both in good and illhealth. It works to help you stay healthy. “Himalaya USA Pure Herbal Blend” Himalaya Pure Herbs is a range of individual herb extracts. Each Pure Herb is theresult of strict monitoring from the farm to the lab. At the lab, Himalayas proprietary techniquesare used to extract the optimum value of each herb. This is followed by rigorous tests by R&Dteam for potency and consistency. Page 26
  27. 27. 2.3.7 PRODUCTION: Today, the company has created a state-of-the art Research and Development facilityat Bangalore, that is one of the best available, for traditional medicine anywhere in the world.Over 40 qualified doctors and scientists are constantly at work, developing and evaluating newdrugs and therapies. Himalaya produces quality polyherbal formulations. To monitor quality, manyendangered herbs are grown by the Company on its farmland. The principles of GoodManufacturing Practices (GMP) are rigorously followed in the plant and the Company pridesitself on being environment friendly. As part of the environment control system, it had installed amodern effluent treatment plant long before regulations mandated it. A highstress on quality,several quality circles and special project teams working on Total Quality Management (TQM)projects make quality a way of life in Himalaya. The manufacturing plant uses automatic, high-speed punching, coating and fillingmachines. The tablet coating facility is one of the largest in India. The plant can produce nearly 5billion tablets and 60 million bottles of liquids annually. This enables Himalaya to produce phytopharma ceuticals with uniform levels of batch-to-batch consistency. This ensures that the customer gets the same high quality product regardlessof where it is purchased.  Location: Bangalore  40 scientists are constantly working for new development.  The principles of Good Manufacturing Practices (GMP) are rigorously followed.  Special project teams working on Total Quality Management (TQM) projects make quality a way of life in Himalaya.  Fully automated. Page 27
  28. 28. LOCATION: Company has different manufacturing units at Bangalore, Dehradun, Delhi, etc. Theheadquarter is at Bangalore senior managers of different segment such as sales, trainingdepartment, product management team, manufacturing, distribution, administration, recruitmentcontrols the overall process. Page 28
  29. 29. 2.3.8 GLOBAL STRATEGIES: Meraj Manal, chairman of the Bangalore-based Rs 500 crore Himalaya Drug Corecently bought out all the other partners and made it a subsidiary of his Cayman Island basedHimalaya Global Holdings (previously known as MMI Corporation). Ravi Prasad, president andCEO of the Indian company and S.K. Mitra, executive director, research and development, havealso now become board member of HGH. "Given that the groups overseas operations are growing rapidly over the past decade,we felt the need to provide strategic direction to the various international hubs, streamlinedecision-making and standardize processes globally," says Prasad. The new roles of executivedirectors for HGH will involve management of the companys business interests worldwide, headds. "The directors will assist in the development of global strategies and in guiding the futureof the company, overseeing both corporate and R & D functions, while working closely with theChairman." Meanwhile, with an eye towards increasing its acceptability with the consumers, thecompanys first step in India has been to restructure the pharmaceutical division, which accountsfor 60 per cent of the companys revenues. This has now been carved into three new strategicbusiness units and its team strength has increased from 600 to 1,000 people. According to Philipe Haydon, chief operating officer, pharma division, the new businessunits have been formed with the aim of providing greater structure to the companys wide rangeof pharma products and for the equitable distribution of the marketing force. "This has been donebecause of the companys growing base and the changing market needs," explains Haydon. "Theproduct portfolio with around 35 products was becoming too large to be managed by a singledivision." It was also felt that this new structure will enable the company to give greater focus tobrands like Cystone (for treating urinary tract infections) and Rumalaya forte (an antiinflammatory analgesic) and some others, which, the management feels, have the potential forgreat success like its liver formulation and flagship brand Liv.52, Haydon adds. Page 29
  30. 30. The three new divisions called Zenith, Zandra and Zindel will be segmented on thebasis of the different types of products and the doctor segments that they address. For instance,Zenith will target ENT specialists and paediatricians, along with general physicians andsurgeons, Zandra will target gynecologists, orthopedists and dermatologists. The Pure Herbsrange and baby care products, which were earlier part of the personal care division, have nowbeen brought under the pharma fold. They will come under the Zindel unit, which will targetgeneral physicians and paediatricians. With this restructuring, Himalaya is looking at a 30 per cent annual growth in Zenithand Zandra and a 40 per cent growth in Zindel. Apart from its pharma business, the companysforays include personal care & consumer products and animal health products. Page 30
  31. 31. 2.3.9 MANAGEMENT HIERARCHY:  Divisional Business Head: Business head is responsible for formulation of company strategy for his division and deciding a desired sales target.  General Manager (GM): GM is responsible for strategy formulation and achieving desired sales target. All SMs of the country reports to GM.  Sales Manager (SM): SM is generally head of 4 to 5 states of his division. All ZM of those particular states reports to the SM.  Zonal Manager (ZM): ZM is the head of any particular state. He is responsible for implementation of formulated strategies in his zone. He is liable to modify or design new strategies depending on local conditions. Approx 5 to 7 regional manager works under ZM and they are liable to report to him.  Regional Manager (RM): RM is responsible for implementation of company strategy and sales to 5 to 6 districts of his region. Approx 6 to 8 representative i.e. MR, PSO, BM reports to RM. Page 31
  32. 32. 2.4 DIVISIONS OF HIMALAYA :Himalayas products can broadly be categorized into three main divisions (ranges), viz:  Pharma Division (Pharmaceutical)  Zenith  Liv 52  Cystone  Bonnisan Syrup  Confido  Tentext Forte  Purim  Geriforte tab. & syrup  Zandra  Zindel  Zeal  Zara  Hospital Division  Vet nary Division (Animal Health)  Consumer Division (Personal Care)PHARMACEUTICAL RANGE:  Health maintenance  Eye  Cardiac and skin care  Immune booster  Cough control Page 32
  33. 33. MEDICINAL RANGE: The medicinal range of products carry the Himalayan hallmark of researching Ayurvedaand capturing its benefits in formulations. Using modern research methodology andmanufacturing practice, Himalaya has made available to people all over the world, an alternatemethod of treatment, which has no known side effects. The medicinal range comprises over 35 products and is broadly classified into fourcategories viz:  Childrens Health  Mens Health  Womens Health  General Health Himalaya has used its wealth of knowledge and research, in natural herbal remedies,to formulate a range of personal care products that cater to daily health needs. This range offersthe goodness of natural solutions for daily use by the complete family. The use of natural ingredients in personal care products has been practiced since timeimmemorial, leading to increased use of herbs with a curative value. Modern research proves thatherbs while being effective are also mild and soothing. Launched in 1999, Himalaya Herbals is a range of natural herbal personal careproducts spanning Health Care, Oral Care, Hair Care, Skin Care and Baby Care. The range comprises of fairness cream, soap-free face washes, facial cleansers, facetoners, moisturizers, soap-free shampoos, conditioners, hair-loss control, weight control, pimplecontrol, foot care, multi-purpose creams, skin nutrients, dandruff control, anti-stress, digestivehealth, pain relievers, cough & cold relievers, oral care and baby care products. Page 33
  34. 34. 2.5 PROMOTIONAL STRATEGIES:  Doctors meet programme (DMP)  Reward Programme: Cash & Gift Pack  Doctors kit to passing out students of Ayurvedic medical college  Gift to Doctors  Gift to chemist on achieving a target sales  Special gift for core doctors  Seasonal promotional activities  Special promotional campaign on special occasion, focused on specific medicines  As for example: World kidney day (11th March), mother’s day, etc.  Sponsoring for special events Doctors Meet Programme (DMP): Himalaya organizes Doctors Meet Programme generally once in a month. The doctors are invited for a dinner (party) in a good hotel or some good location. The executives of the Himalaya meet with the doctors and they try to know their requirement. A PPT presentation is given to doctors on a very few products. All the aspects of the product is defined by a panel of experts and well trained executives. In the DMP doctors were presented with some special gifts. The special focus were given on the core doctors. Reward Activities: The Himalaya uses to doctors kit or some special gift to the top 3 rank holders of the Government Ayurvedic Medical College of Patna. Gift to Doctors: Himalaya present gift to doctors to motivate them for more prescription. They give special focus on their core doctors to keep them motivated and loyal for the Himalaya. On achieving a fixed target they will be provided by a special gift from the Himalaya. Page 34
  35. 35. 2.6 PRODUCT PROFILE: Pure Herbs, the pure and concentrated strength of a single herb in the right measure,stimulate & improve body functions. The actions of these extracts benefit the body, irrespective of the individuals bodyconstitution, state of health and metabolic functions. Everyone can benefit from the goodness ofthese herbs, irrespective of age, sex, body type or other health related factors.The Pure Herbs range comprises of the following: Amalaki: Useful in treating cough, cold, sore throat and respiratory tract infections. It protects cells from free radical damage and is an excellent anti oxidant. Arjuna: This herb improves blood circulation and is used as a tonic for the heart. Ashvagandha: Commonly known as Winter Cherry, this herb acts as an ant-stress agent that imparts a sense of well-being and helps in coping with lifes daily stresses. Brahmi: A well-known herb that helps in improving general alertness. Karela: Commonly known as Bitter Gourd, it is known to aid in the metabolism of carbohydrates. Lasuna: Commonly referred to as Garlic, Lasuna helps in controlling the excess conversion of lipids and cholesterol. Neem: A popular herb, Neem has anti-bacterial, anti-fungal and blood purifying properties. It is very useful in skin disorders and helps maintain a healthy, beautiful and glowing skin. Shuddha Guggulu: It regulates fat metabolism and helps remove excess cholesterol from the body. Shallaki: This herb treats joint problems. Tagara: It has mild sedative properties, which are useful for insomnia and sleep disorders. Triphala: A digestive aid compound and a bowel cleanser. Tulasi: It has anti-microbial and anti-inflammatory properties, and is useful in respiratory tract infections like dry or wet cough, cold and sore throat. Page 35
  36. 36. Some of the other well known products are Abana, Cystone, Gasex, Geriforte, Rumalaya,Diabecon, Mentat, Koflet, Himcolin, Septilin, Pilex, PureHands, Liv.52, Bonnisan, Himplasia,Menosan, Reosto, Tentex Royal, etc. After extensive work on the formulations and related clinical research, Himalaya introducedMenosa n, a herbal non-hormonal product for menopausal women, Reosto, a comprehensivetherapy for osteoporosis and Himplasia, a unique product for benign prostatic hyperplasia, a newdimension in BPH management. Page 36
  37. 37. PRODUCTS: Cystone prevents supersaturation of lithogenic substances, controls oxamide (asubstance that precipitates stone formation) absorption from the intestine and corrects thecrystalloid-colloid imbalance. Cystone inhibits calculogenesis by reducing stone-formingsubstances like oxalic acid, calcium hydroxyproline, etc., and causes their expulsion bymicropulverization. Cystone causes disintegration of the calculi and the crystals by acting on the mucin,which binds the particles together. Cystone’s antimicrobial activity is beneficial in the preventionof urinary tract infections associated with urinary stones and crystalluria. Cystone’santispasmodic and anti-inflammatory activities relieve ureteric colic and alleviate symptoms ofpainful and burning micturition.IndicationsCystone tablets / syrup are useful:  Effective in both prophylaxis and treatment of adult and pediatric urolithiasis:  Oxalate stones  Phosphate stones  Uric acid and urate stones  Infection stones  Crystalluria  Prevention of post-lithotripsy recurrence Page 37
  38. 38. As an adjuvant in:  Chronic urinary tract infections  Non-specific urethritis including dysuria  Burning micturition  Hyperuricemia Prominent among Himalaya brands is Liv.52, a liver formulation, which is also theflagship brand of the company. Every one-third of a second, one unit of Liv.52 is boughtsomewhere in the world. It is ranked number one in the hepatoprotective - lipotropic segmentand number four among all pharmaceutical products in India. (ORG Marg, July 2003). Liv.52celebrates fifty years in 2005. Liv.52 is a typical example of innovation at Himalaya. The research team was given thetask of finding a natural remedy that improved liver function, which was a great concern to manypeople at that time. Dr. Roshan Captain was made head of Himalayas R&D in 1950. During the 1950s,several coded liver formulations went on trial and one of them, coded 52, was responsible inremarkable recovery from hepatitis. This led to wider product testing, which is the hallmark ofHimalayas operations. Tests in different parts of India with formula 52 showed significantimprovement in liver functions. There was a great demand for samples of formula 52 fromdoctors who conducted the trials. Mr. M. Manal, Himalayas founder, made Liv.52 the brandname to aid doctor recall. Page 38
  39. 39. Liv.52 soon became the signature brand of Himalaya, one of Indias top ten sellers, andone of the worlds most enduring phytomedicines, currently registered in over 25 countries. Talekt, a phytopharmaceutical formulation, is recommended for various skin disorderssuch as disorders of sebaceous glands, bacterial infections of skin, infective and allergicdermatitis, systemic mycoses, parasitic infections, and psoriasis. Talekt enhances the immuneresponse to prevent repeated relapses. Talekt is safe for short- and long-term treatment.Indications  Disorders of sebaceous glands:  Infective and non-infective acne vulgaris  Seborrhea  Rosacea  Bacterial infections of skin:  Furuncles, carbuncles  Paronychia  Dermatitis:  Infective  Allergic  Systemic mycoses: Page 39
  40. 40.  Ringworm  Candidiasis  Parasitic infections of skin:  Scabies  Pediculosis  Papulosquamous disorders:  Psoriasis The antistress, adaptogenic properties of Geriforte retard degenerative changes andaccelerate cellular regeneration and repair. Gerifortes antioxidant action scavenges free radicalsand its immunomodulatory activity enhances body immunity. Geriforte helps delay thephysiological changes associated with aging, revives physical capacity, raises the threshold offatigue and promotes well-being. Geriforte facilitates respiratory functions, and assistscardiovascular functioning by improving circulation and reducing raised lipid levels. Geriforteregulates fat and carbohydrate metabolism, and improves appetite, digestion and assimilation.Geriforte rejuvenates the entire body system and retards the skin changes associated with aging.It is available as tablets and a syrup.Geriforte is useful when used: Page 40
  41. 41.  As a daily health tonic  Geriatric stress  Generalized anxiety disorders, stress related anxiety and occupational stress  Adjuvant during prolonged illness and convalescence In 1972, continuing its tradition of introducing safe and natural remedies, Himalayalaunched Bonnisan, a natural pediatric digestive tonic. A formulation based on years of researchand clinical testing, the product found wide acceptance among doctors and mothers alike. Thesweet tasting tonic became a trusted part of a babys growing up. Bonnisan has carminative and digestive properties, which relieve symptoms of colic ingastrointestinal disorders in infants and children. Bonnisan helps infants and children gainweight adequately. Bonnisan helps restore the normal physiological functions of the digestivetract, acts as an appetizer, and ensures health and well-being.Bonnisan liquid is useful:  As a daily health supplement to prevent common digestive complaints of infants and children, and to promote healthy growth  For the treatment of relief of digestive complaints in infants and children. Page 41
  42. 42. 2.7 REVIEW OF LITERATURE: Economists have divided all industrial and economic activities into 3 main Group’sviz., primary, secondary and tertiary. Primary activities include agriculture, Fishing and forestry.Secondary activities cover manufacturing and construction and Tertiary activities refer to theservices and distribution. Daniel Bell, in his book “The Coming of The Post- Industrial Society”called this period of dominance by the service sector as the post- industrial society. According tohim “If an industrial society is defined by the quantity of goods as marking a standard of living,the post- industrial society is defined by the quality of life as measured by the services desirableand possible for everyone. The term service is rather general in concept and it includes a widevariety of services. There are the business and professional services such as advertising,marketing research, computer- programming legal and medical advice.MARKET SEGMENTATION: Market for most of the goods is heterogeneous and is not homogeneous. Marketconsists of buyers who differ in many respects. Two potential buyers of a product are neveridentical in all respects. They may differ from one another in their wants purchasing power,geographical locations, buying habits, in using the products, motives for buying and so on. Allconsumers (doctors and chemist), therefore cannot be satisfied with the same product. If themarketing management analyses it as a whole market, the maximum benefit cannot be attained.Hence, proper analytical study of market is essential which can be achieved by dividing thewhole market into mini sub-markets. On the basis of their distinctive characteristics of the buyerswho constitute the market. Each such submarket is known as a market segment. According toPhilip Kotler, market segmentation is “The act of dividing a market into distinct groups of buyerswho might merit separate products and / or marketing mixes.” Markets can be segmented on thebasis of population, age, income, occupation, education, sex, degree of urbanization, need,demand. Different companies are adopting different strategies to different market segments. Page 42
  43. 43. Market segmentation is necessary to successful marketing strategy. William J. Stanton states that“Market segmentation consists of taking the total, heterogeneous market for a product anddividing it into several sub-markets or segments each of which tends to be homogeneous in allsignificant aspects.” Cundiff and Still states that “Market segments are grouping of consumersaccording to such characteristics as income, age, degree of urbanization, race, or eitherclassification, geographical location, or education.” R.S. Davar states that “Grouping of buyersor segmenting the market is described as market segmentation.”IMPORTANCE OF MARKET SEGMENTATION:  Provides various types of information that are useful in product development, marketing research and valuation of marketing activities.  Canalizes money and effort to be most potentially profitable segments of the market.  Designs the products which truly parallel the demands of the market.  Facilitates the preparation of sound marketing program.  Gives information with regard to a major trend in a swiftly changing market with a view to take advantage of it by preparing the products to the expected changes in the market.  Determines the most effective promotional appeals for the concern.  Chooses advertising media more wisely and determines the proportion of amount which should be allocated to each media. Page 43
  44. 44.  Corrects the timing of the advertising efforts so that they are heaviest during those periods when responses likely to be at its peak.  Helps the manufacturer to face the competition effectively.  Helps the producer to determine and compare the marketing potentialities of the products.  Helps the producer to understand the demographic market information and to apply it in scores of new and effective ways.REQUIREMENTS FOR SUCCESFUL SEGMENTATION:  Substantiality: It refers to the size of the various market segments  Accessibility: To be an effective and successful segmentation, the segments should have the feature of accessibility.  Measurability: The main aim of market segmentation is measuring the changing behaviour patterns of customers i.e. to recognise the change in behaviour of doctors towards the company product, change in their prescription and prescription generated by them.  Nature of demand: It refers to variations in demand among various market segments.  Formulation of effective programmes: The market segmentation should be made in such a way that effective programmes can be formulated for attracting and serving various segments.  Difference in response rates: If various segments respond similarly to a marketing mix, there is no need for developing a separate marketing mix. Page 44
  45. 45. SEGMENTATION OF CONSUMER MARKETS: The consumer market can be segmented on the basis of population, age, sex, income,education, occupation, religion, degree of urbanization…. According to Philip Kotler, consumermarket can be segmented on the basis of four variables – geographical variables, demographicvariables, psychographic variables and buyer behavior variables which can be illustrated with thefollowing chart.ELEMENTS OF MARKET SEGMENTATION:Availabilityof enough sources.Characteristicsof products.Various stages of a product life cycle.Marketing strategies of competitors.MARKET TARGETING: Market targeting is the process of taking decision regarding the market segment to beserved. At this stage, it is necessary to understand the terms target market and target marketing.The term “Target Market” means, “A group of customers (doctors and chemist) at whom theorganization especially intense to aim its market effort”. On the other hand, the term “ targetmarketing is one in which the seller distinguishes the major market segments ; targets one ormore of these segments and develops product and marketing programs tailored to each selectedsegment. Page 45
  46. 46. STEPS IN MARKET TARGETING:  Evaluating the market segments  Segment size and growth  Segment structural attractiveness  company objectives and resources  Selecting the market segment  Single segment concentration  Selective specialization  Product specialization  Market specialization  Full market coverage Page 46
  47. 47. MOTIVATING EMPLOYEES AND DEALERS: Company must be continuously motivated the employees to do their best job.Employees members and motivator supplemented by training, supervision and encouragementfrom the company, company wants and needs continuous routine information collected bymonitoring middle men market research, studies from the field. To motivate the doctors to prescribe Himalaya drugs gift are used by the company.Himalaya has a facility for special gift for its core doctors. Himalaya try to motivate and attractnew doctors towards prescription of Himalaya drugs. The company also motivate chemist to buyin bulk by giving some discount or by providing few gifts on their purchase. Company muststudy the needs, problem, strength and weakness, market progress, product availability, marketdevelopment, etc. Page 47
  48. 48. 2.8 MARKETING STRATEGIES  Based on the mapping of market potentially untapped areas would be identified and suitable number of retailers would be appointed based on demographic profile of the prospective consumers.  Emphasis will be given more on the new doctors to motivate them for prescription of Himalaya, existing doctors for their continuity, chemist for having stock of Himalaya.  Distribution system should be good and smooth to meet the chemist demand on time without any breakage.  Undeveloped market like remote areas should be developed.  More emphasis should be given on the products have seasonal demand, i.e. Cystone and Liv 52 in the summer.  Commission provided to doctors should be high and there should be a system for smooth reaching of commission to them.  Chemist should get some more margins. This will attract them towards Himalaya.CONSUMER AWARENESS: The consumers about the quality of the Himalaya drugs and effectiveness to establish acompetitive advantage as compared to the competitors. Page 48
  49. 49. MARKETING & PROMOTION:  Doctors meet programme (DMP)  Reward Programme: Cash & Gift Pack  Doctors kit to passing out students of Ayurvedic medical college  Gift to Doctors  Gift to chemist on achieving a target sales  Special gift for core doctors  Seasonal promotional activities o Special promotional campaign on special occasion, focused on specific medicines o As for example: World kidney day (11th March), mother’s day, etc. o Sponsoring for special events  Himalaya generally put emphasis on ethical promotion and marketing.  Company provide gift items to the doctors to keep them motivated for prescription.  Segmenting core doctors for special emphasis on them.  Himalaya provides a list of approx 40 doctors to its all field executive.  Field executives approach doctors for generating prescription from them.  Marketing staffs segment doctors on the basis of prescription generated by them. They put special concentration on the doctors by whom they get more sells, generally known as core doctors.  Executives are also responsible for supply chain management, i.e. smooth and continuous supply of products on the time.  Delivery of product to the chemist smoothly.  Supply of products on credit basis.  Delivery of products through different distribution channels, wiz- whole sellers, chemist, druggist.  Flexible price  Personal rapport with the chemist.  Ensuring regular and reliable supply of the drugs to chemist i.e. retailers.  Seasonal and special offers to chemist, to make more margins for them.  Improvement in the quality of different available products as a result of taking up quality assurance programme at the manufacturing unit. Page 49
  50. 50.  Implementing the consumer awareness programme. Service to doctors and chemist, and redress of consumer and retailers (chemist) complains. Liberalizing the term for appointment of retailers (chemist), by increasing commission to them. Strengthening of marketing teams by including professionals and better supervision. Field executive i.e. Medical Representative, Pharma Sales Officer, Business Manager and other senior executives will be helpful in knowing the market condition and supervising the salesman. DOCTORS MEET PROGRAMME (DMP): Himalaya organizes Doctors Meet Programme generally once in a month. The doctors are invited for a dinner (party) in a good hotel or some good location. The executives of the Himalaya meet with the doctors and they try to know their requirement. A PPT presentation is given to doctors on a very few products. All the aspects of the product is defined by a panel of experts and well trained executives. In the DMP doctors were presented with some special gifts. The special focus were given on the core doctors. REWARD ACTIVITIES: The Himalaya uses to doctors kit or some special gift to the top 3 rank holders of the Government Ayurvedic Medical College of Patna. GIFT TO DOCTORS: Himalaya present gift to doctors to motivate them for more prescription. They give special focus on their core doctors to keep them motivated and loyal for the Himalaya. On achieving a fixed target they will be provided by a special gift from the Himalaya. Page 50
  51. 51. 2.9 FIELD EXPERIENCE: As per my assignment towards Pharma division taking into consideration, I found thatthe entire junior level (MR/ PSO/ BM) to senior level such as SM, they work concentrating ontheir product ethically, i.e. promoting it to doctors only. Their main aim is to generateprescription using literatures of different products, explaining mode of action, doses, clinical trialdone by eminent doctors of different medical colleges and hospitals. They also do order bookingfrom doctors who are consuming in nature. The entire operation of sales promotion is directly related aiming to implement thestrategy of company and providing the real feedback of promotion of the product. For example- For different product they do different campaign many times. Whiledoing market survey in the month of March, through doctors I came to know that they distributedtwo bottles of mineral water for promotion of a product called “Cystone” a product for kidneystone. The idea was to ensure (the patient) the people drink plenty of water that prevents kidneystone formation. The particular doctor I talked to was very much impressed with this promotionplan and said to me that such awareness programme helps a lot getting new prescription, and alsodoctor said that on that phase of campaign doctor prescribed to new patient “The Cystone”. To verify this fact I enquired from the nearby chemist, and I found there was a sharpincrease in the number of prescription over that period of time. I agreed that campaign havehelped the company getting a handsome new number of prescription and show the growth.CHEMIST AVAILABILITY: The chemist involvement for Pharma people means to know about theprescription flow by nearby doctors. The field people also make chemist aware regarding newlaunches and availability of the running product in sufficient quantity. The chemist in turn getsthe supply of products from stockiest which in my area of operation is at Govind Mitra Road,Patna. Different chemist goes to stockiest of Himalaya with their orders and procures theproducts. Page 51
  52. 52. Also field people many a times book order from chemist offering gift scheme andensure the supply to the chemist booked by stockiest. Stockiest who fill the chemist, they place their order to C&F, which in my area ofoperation was found to be at Kadamkuan area of Patna. I went the different area of Patna, Ara and Buxar with respective executive of thecompany and individual of my own. I meet with the doctors and chemist who engaged in dealingwith Himalaya and its competitor products. Whole sellers, chemist to meet them directly andcollected information about the sale of Himalaya drugs complete this JOB-TRAININGPROGRAMME. During survey I faced a bundle of problem, as communication, lack of time andmoney factors also. Besides these obstacles, I felt, that survey is a interesting work, because the personwho is dealing in different medicines from different culture and attitude, and there was a goodopportunity to know actual behaviour of the businessman and the actual activities of differentareas of Marketing and other business department, or activities. Today there is a very tough situation in this competitive market, to survive in the fieldof marketing basically. Here a brief knowledge about the Government Policies, other competitorscompany’s policy, marketing channels, etc. Is the essential component in the field of marketing?A good marketer has over looked about these various areas (A kind of bands). If the marketer hasnot a brief knowledge about these over write obstacles (various areas of business activities) theycannot survive in market for long period of time, the ending stage is very near to thesecompanies or distribution channel or marketer who engaged in Business activities. Page 52
  53. 53. MY RESPONSIBILITY:  To meet with doctors and motivate them for more prescription in favour of Himalaya.  Put special emphasis on seasonal medicines, i.e. which are in more demand in the particular season.  To scrutinize the core doctors, i.e. who are regularly prescribing for the Himalaya?  To verify the prescription on the nearby chemist shop of doctor for the verification of prescription generated by them.  To motivate chemist for bulk buying of the medicines by giving them some gift or special discount for them.  To ensure regular and smooth supply of medicines to the chemist.  Responsible for regular and on time payment from the whole seller to C&F, and payment between whole seller and chemist. Page 53
  54. 54. 2.10 LEVEL OF DISTRIBUTION CHANNEL:a)Zero level distribution channels e.g. Direct marketing, MANUFACTURER CONSUMERb)First level distribution channel e.g. Retailers MANUFACTURER RETAILERS CONSUMERSc) Second level distribution channel e.g. Wholesalers, Retailers MANUFACTURER WHOLESALER RETAILER CONSUMERd) Third level distribution channel e.g. Broker, Wholesaler, Retailer MANUFACTURER BROKER WHOLESALER RETAILER CONSUMER Page 54
  55. 55. >>> The company adopts third level of distribution channel. The manufacturer i.e.Himalaya Drug Company sends the its product to the C&F of the respective state, which worksas a broker between the manufacturer and the whole seller. The whole seller meets the demandof retailer i.e. chemist in the Pharma segment. Then in last the chemist fulfill the demand of theend consumer based on the prescription generated by the doctors and on the basis of customersown wish. Page 55
  56. 56. Chapter 3RESEARCH METHODOLOGY Page 56
  57. 57. This Chapter Contains3.1Introduction3.2Research Design3.3Questionarie3.4Data Collection3.5Sample Design Page 57
  58. 58. 3.1 INTRODUCTION: A research methodology is the specification of methods and procedures for acquiringthe information needed to structure or to solve problems. It is the overall operational pattern orframe work of the project that stipulates what information is to be collected from which sources,and by what procedures. If it is a good design it will ensure that the information obtained isrelevant to the research problem and that it was collected by objective and economicalprocedures. A research design might be described as a series of advance decisions that, takentogether, from a specific master plan of model for the conduct of the investigation. Althoughresearch designs may be classified by many criteria, the most useful one concerns the majorpurpose of the investigation. The major purposes of exploratory studies are the identification ofproblems, the more precise formulation of problems (Including the identification of relevantvariables), and the formulation of new alternative courses of action. An exploratory study isoften the first in the series of projects that culminate in one concerned with the drawing ofinferences that are used as the basis of management action. That is, an exploratory study is oftenused as an introductory phase of a larger study and results are used in developing specifictechniques for the larger study. Secondary sources of information, as used in the section, are therough equivalent of the “Literature” on the subject. Research methodology is a way to systematically solve the research problem.Information can be collected from only a part of population. It is possible for the researcher tocollect more elaborate information from the few sampling units in Patna, Ara and Buxar thanfrom the large population which can be taken as representation of the universe. Page 58
  59. 59. 3.2 RESEARCH DESIGN:  The researcher prepared research design that states the conceptual structure within which the study should be conducted and the studies descriptive in nature. The researcher used descriptive study to describe the awareness among the doctors and chemist with regard to HIMALAYA, its demand, efficiency, brand image and its features.SAMPLING:  According to Crisp the fundamental idea of sampling is that, “If a small number of items or a whole (called a universe or population) the sample will tend to have the same characteristics and to have them in approximately the same proportion as the universe.  Sampling is an essential part of all scientific procedures. The researcher collected and summarized the data more quickly through sampling. Sampling gives the researcher scope for collecting more accurate information.SAMPLING UNIT:  The researcher selected the sampling unit as respondents who are retailers or dealer of Himalaya at different chemist stores of Patna, Ara and Buxar.SAMPLING SIZE:  The researcher has taken 100 in case of chemist as the sample size for collecting accurate information and the researcher feels that it is large enough to depict the universe.SAMPLING METHOD:  It is quite impossible to meet one and all or to collect the information from the whole population. Therefore the researcher has adopted the non probability sampling method. Under this method the sampling units are selected according to the convenience of the researcher. Page 59
  60. 60. DATA COLLECTION:  The researcher collected only primary data among druggist of Himalaya at different chemist stores to find out the level of awareness of Himalaya among different Ayurvedic medicines, its demand based on prescription and its features in various angles.  Secondary data was collected using internet and books.PRIMARY DATA:  The data collected for a purpose or for a particular problem in original known as primary data. The researcher adopted various methods to obtain the first hand information. The chemist are considered a main source of information as they can furnish important and original information regarding demand of Himalaya drug based on prescription generated by doctors its efficiency and its features.SECONDARY DATA:  Secondary data means data that are already available researcher collected data from the published sources. The various sources for obtaining secondary data are internet and libraries.3.3 METHOD OF DATA COLLECTION:  As survey is best suited for descriptive research the researcher gathered information directly from individual respondents through personal interviews and questionnaire methods. The interview is structured where the researcher asked questions in a sequence and prescribed manner. Therefore the researcher to learns about the respondent’s awareness of Himalaya and there is lesser degree of inaccuracy in survey method.QUESTIONNARIE  The researcher collected the primary data through an effective tool known as questionnaire. It consists of fifteen questions printed in a definite order and the researcher followed the prescribed sequence of these fifteen specific questions and it is referred to as structured. The structured questionnaire consists of both open-ended and Page 60
  61. 61. close-ended type questions. The researcher used the main tool “Questionnaire so that easy comparison is possible because of same questions to the respondentsSURVEY METHOD:  Survey method helps in finding out information on attitudes, feelings, beliefs, past and intended behaviors, knowledge, personal characteristics and on the descriptive items. They also provide evidence of association. This has been found to be the appropriate methodology for these reasons and therefore is chosen for the purpose of this research. Page 61
  62. 62. BRIELY: The methodology that been adopted during project report on Sales and PromotionalStrategy of Himalaya is mainly based on the following procedure:1)Survey2) Observation3) Personal Contact1. Survey Methods: Under this method a questionnaire was prepared and handed over to about 50 (fifty)respondents who were given liberty to fill the questionnaire as they feel. The questions weremainly related with the problem existing in marketing where the respondent has to just indicatetheir preference. In the case of survey, I normally opted for Random Sampling.2. Observation Method: Under this method of marketing research, I personally contacted the chemist, dealingin the product of Himalaya Drug Company, mainly for Zenith group and tried to observe theiractions or reactions on spot itself while dealing with customers. I have verified and seen theprescription written by various doctors. I just watched the pattern of selling of drugs under thebrand name of Himalaya. Under this method I observed the doctor’s prescription withoutrevealing my identity, at several clinics and chemist stores. Page 62
  63. 63. 3. Personal Contact: Under this method of marketing research, I personally contacted the various druggistnear several doctors clinics and in posh areas and wanted to know the preferences of everyproduct of the company. During this process, I asked several questions verbally and come toknow that they have very good impression for the existing range of the product of Himalayadrugs, either prescribed by doctors or based on self interest of customers. During my survey at chemist stores I have asked verbal questions to some customersat those chemist stores. Their opinion about the Himalaya was very satisfactory. Besides doctor’sprescription they opt for Himalaya product based on their own interest. Besides Pharma producttheir was a good sale and market share of cosmetic range of Himalaya. The Himalaya range ofproducts are highly efficient and are effective in their purpose. Page 63
  64. 64. METHODOLOGY:1. FIELD WORK When the project on perception of doctors, chemist and users and sales andpromotional strategy of Himalaya was decided upon, the main parameters to be looked uponwere arrived at. After arriving at the main points for analysis the operational area of the studywas derived taking the following into consideration.a) Area of surveyb) Type and location of retailerc) Number of doctors in the localityIt was also decided to have the survey at different retailers of Patna, Ara and Buxar.3.4 DATA COLLECTION:- Data’s were collected in the questionnaire format not on a particular date but takinginto consideration ordinary working days. I have collected at different market areas like nearGovernment Hospitals, various private clinics, stockiest of Himalaya, independent druggist atvarious locations, chemist shops in and around doctor’s clinics at different location of Patna, Araand Buxar.3.5 SAMPLE DESIGN:-The following question involves sampling1. Should we take a census or a sample?2. What kind of sample should we take?3. What size should the sample be?Steps in sample planningDefine Census vs. SampleSample sizeEstimate cost of samplingExecute sampling process Page 64
  65. 65. Operationally, sample design is the heart of sample planning. Specification of sampledesign which includes the method of selecting individual members, involves both theoretical andpractical (e.g., cost, time, labor involved, and organization) considerations.Typical question to be answered includeWhat type of sample to use?What is the appropriate sample unit? What frame (that is, list of sampling units from which the sample is to be drawn) is availablefor the population and what problems may arise in using it for the particular design and unitdecided upon?How are refusals and non response to be handled? Page 65
  66. 66. Chapter 4DATA INTERPRETATION Page 66
  67. 67. Table 1: Chemist who deals in Himalaya- Response % Yes 98 No 02 Sales Yes No 2% 98%Interpretation: Among 100 chemist in the different area of my project region 98 chemist wereselling products of Himalaya Drug Company, and only 2 were not having the Himalaya productat the time of my survey. This shows that Himalaya is highly reputed in Pharma sector, and it hasgood demand in the market. Page 67
  68. 68. Table 2: Rating of Himalaya Drug Company- Category % Best in class 60 Good 18 Moderate 15 Not Good 7 Himalaya Rating 70 60 50 40 30 Himalaya Rating 20 10 0 Best in Class Good Moderate Not GoodInterpretation: 60% of the chemist has rated Himalaya best among the available Ayurvedicmedicines, while only 7% said that it is not good. The chemist who rated Himalaya not good aremostly in the rural areas. They may say this because of low selling. Page 68
  69. 69. Table 3: Product Efficiency- Category % Response Best in Class 30 Good 28 Immediate Response 12 Slow Response 30 Product Efficiency 35 30 25 20 15 Series 1 10 5 0 Best in Class Good Immediate Slow Response ResponseInterpretation: 30% of the chemist said that Himalaya gives good result in the long time, and itseffectiveness is good comparing to other competitors in the market. 30% chemist during thesurvey said that it responses slowly. Because Himalaya is a Ayurvedic medicine and it isrecommended for long use by the medical practitioners or doctors. Although it responses slowlyit is effective for life time or long time. Page 69
  70. 70. Table 4: Product Literature- Category % Response Easy to Understand 23 Highly Knowledgeable 20 Both easy to understand and knowledgeable 35 Tough to understand 16 Not adequate knowledge 6 Product Literature Product Literature 35 23 20 16 6 Easy to Highly Both Tough to Not adequate understand Knowledgeable Understandable Understand knowledge and KnowledgeableInterpretation: 35% chemist told that product literature given inside the is easy to understandand provide sufficient knowledge about the product. A common man cans also the use of productand its combination by reading the literature. Page 70
  71. 71. Table 5: Satisfaction level with the behaviour of Himalaya People- Category % Response Very much 72 Yes 20 Not Good 8 Satisfaction level with behaviour Not Good 8% Yes 20% Very Much 72%Interpretation: Most of the chemist i.e.72% are highly satisfied with the behaviour ofrepresentative of Himalaya. Only 8% were not satisfied with the behaviour of Himalaya people.Not satisfied chemists had special demand which can’t be fulfilled. This shows that executives ofHimalaya are highly trained and they are very effective in the field. Page 71
  72. 72. Table 6: Demand Type- Demand Type % Prescription Based 65 Own Demand 18 Suggestion Based 17 Demand Type 70 60 50 40 30 20 Demand Type 10 0 Prescription Based Own Demand Suggestion BasedInterpretation: During the survey chemist told that more than 65% demand is based on theprescription made by doctors, and 17% Himalaya were sold on the suggestion asked from thechemist itself by the customers. Page 72
  73. 73. Table 7: Demand of Himalaya Product- Demand of Himalaya % High Selling 29 Low Selling 16 Average Selling 55 Selling of Himalaya 60 50 40 30 Selling of Himalaya 20 10 0 High Selling Low Selling Average SellingInterpretation: 55% of the chemist told that Himalaya is average selling product at theirchemist shop. Since Himalaya product is mainly used for long term effect and it is prescribed bythe doctors mainly in the critical diseases. 29% of the chemist told that it is high selling productat their shop. Chemist shops nearby a doctor clinic are noted as the high seller of the Himalayaproduct, mainly near a physician. Page 73
  74. 74. Table 8: Products the chemist mostly deal- Product % Liv- 52 36 Bonnisam 11 Cystone 25 Rumalaya Forte 28 Selling 40 35 30 25 20 Selling 15 10 5 0 Liv- 52 Bonnisam Cystone Rumalaya ForteInterpretation: Chemist told that 36% was Liv-52 among the Himalaya drugs they sale. 28%was Rumalaya Forte in the Himalaya group. Page 74
  75. 75. Table 9: Closest competitor of Himalaya- Competitor % Dabur 36 Baidyanath 30 Zandu 30 Himani 04 Closest Competitor 40 35 30 25 20 Closest Competitor 15 10 5 0 Dabur Baidyanath Zandu HimaniInterpretation: 36% of the chemist the told that Dabur is the closest competitor to theHimalaya. Only 4% recommended Himani as the competitor for the Himalaya. Other two majorcompetitor for the Himalaya is the Baidyanath and Zandu. Page 75
  76. 76. Table 10: Satisfaction of Himalaya dealer- Category Highly Satisfied Satisfied Neutral Dissatisfied Price 15 37 40 8 35 40 17 18 Margin 15 30 55 - Discounts 22 55 16 7 Gifts Reason of Satisfaction Chart Title 60 50 40 Highly Satisfied 30 Satisfied Neutral 20 Dissatisfied 10 0 Price Margin Discounts GiftsInterpretation: Reasons for satisfaction of the chemist depend upon the location, size, andavailability of doctor near the chemist shop and mainly upon the nature and personality of thechemist. They are highly satisfied with the margin and discounts given by the company to them. Page 76