winter internship project

1. i
Project report on
“The Study Of Marketing Strategy Adopted By The Amore Health Essential PVT LTD”
Submitted in partial fulfillment for the award of the degree of
Master of management studies (MMS)
(Under the university of Mumbai)
Submitted by:
Yogesh Harishchandra Kadu
MB/B/16/006
SYMMS (SEM-IV)
Under the guidance of
Prof. Kushal Rajput
2016-2018
SAS Institute of Management Studies (MMS)

2. ii
CERTIFICATE
Date:___________
This is to certify that Yogesh Harishchandra Kadu is a Bonafide student of SAS Institute of
Management Studies.
He has completed his project work entitled “The Study Of Marketing Strategy Adopted By
The Amore Health Essential PVT LTD” under the guidance of Faculty Member Prof Kushal
Rajput satisfactorily and has submitted to the institute. The matter presented in the project report
has not been submitted earlier.
Director Project Guide
Dr. Bhagesh Sankhe Prof. Kushal Rajput

3. iii
Declaration
I hereby declare that this project report submitted by me to the SAS Institute of Management
Studies is a bonafide work undertaken by me and it is not submitted to any other University or
Institution for the award of any degree diploma / certificate or published any time before.
Name: Yogesh Harishchandra Kadu
Date: ______________ (Signature of the student)

4. iv
Acknowledgement
I am extremely grateful to University of Mumbai for having prescribed this project work as a
part of academic requirement in the ‘SAS Institute of Management Studies’ (MMS) course.
I wish to express a special thanks to my project guide “Prof. Kushal Rajput”. Without whose
guidance the project may not have taken shape.
I would like to thank to staff of Amore health essentials who give me overall information of
company.
Finally I would like to thank all those who have directly or indirectly helped me towards the
execution of this project with full sincerity.
Sincere thanks to all.
Director Project Guide
Dr. Bhagesh Sankhe Prof. Kushal Rajput

5. v
Table Of Content
Sr. No Topic Pg.No
1 Certificate ii
2 Declaration iii
3 Acknowledgement iv
Chapter 1 Introduction 1
Historical Background Of Pharma
Industry
4
The Stages Of Growth 4
Chapter 2 Introduction Company 7
Amore Health Essential Pvt Ltd 8
Company Profile 9
Chapter 3 Review Of Literature 10
Chapter 4 Research Methodology 12
Objective Of The Study 13
Chapter 5 Result 14
Basket Of Amore Products 15
Amore- Future Product Portfolio 17
Chapter 6 Discussion 18
Marketing Strategy 19
Chapter 7 Data Analysis 31
Chapter 8 Findings 46
Chapter 9 Recommendation 48
Chapter 10 Conclusion 50
Chapter 11 Bibliography 52
Chapter 12 Annexure 54

6. Chapter 1
Introduction

7. 2
INTRODUCTION
PHARMA INDUSTRY
The Pharmaceutical Industry develops, produces, and markets drugs licensed for use as
medications. For this they have a well-equipped R&D department. Pharmaceutical companies
are allowed to deal in generic and/or brand medications and medical devices. They are subject to
a variety of laws and regulations of the government regarding the patenting, testing, pricing and
ensuring safety and efficacy and marketing of drugs.
The Indian Pharmaceutical industry is the second-largest in the world by volume and is
leading the manufacturing sector of India. The Indian bio-tech industry has achieved a growth
rate of 17 percent and has gained revenues of Rs.137 billion ($3 billion) in the 2009-10. Bio-
Pharmaceutical was the biggest contributor generating 60 percent of the industry's growth at
Rs.8, 829 crore, followed by bio-services at Rs.2, 639 crore and bio-agriculture at Rs.1, 936
crore. The first pharmaceutical company was Bengal Chemicals and Pharmaceutical Works,
which still exists today as one of 5 government-owned drug manufacturers, in Calcutta in the
year 1930. For the next 60 years, most of the drugs in India were imported by multinationals
either in fully formulated or bulk form. The government started to encourage the growth of drug
manufacturing by Indian companies in the early 1960s, and due to the Patents Act in 1970, the
industry got an opportunity to grow. This patent act removed composition patents from food and
drugs, and though it kept process patents, these were shortened to a period of five to seven years.
The lack of patent protection made the Indian market undesirable to the multinational companies
who had dominated the market, and while they streamed out, Indian companies started to take
their places. The multinationals were market leaders at that time because of their superior
technology. As a result of this, they had gained expertise in reverse-engineering new processes
for manufacturing drugs at low costs. Although some of the larger companies have taken small
steps towards drug innovation, the industry as a whole has been following this business model
until the present.

8. 3
Research and Development
Drug discovery is the process by which the required drugs are discovered or designed. In the past
most drugs have been discovered either by isolating the active ingredient from traditional
Remedies or by serendipitous discovery. A great deal of early-stage drug discovery has
traditionally been carried out by universities and research institutions. All this requires constant
innovation and research by either the traditional or modern methods, or a combination of both.
Drug development refers to activities undertaken after a compound is identified as a potential
drug in order to establish its suitability as a medication. Objectives of drug development are to
determine appropriate Formulation and Dosing, as well as to establish safety. Research in these
areas generally includes a combination of in vitro studies, in vivo studies, and clinical trials. The
amount of capital required for late stage development has made it a historical strength of the
larger pharmaceutical companies.
Often, large multinational corporations contribute in a broad range of drug discovery and
development, manufacturing and quality control, marketing, sales, and distribution. On the other
hand, smaller organizations lay emphasis on a specific aspect such as discovering drug
candidates or developing formulations. Often, collaborative agreements between research
organizations and large pharmaceutical companies are formed to discover any probability of new
drug.

9. 4
HISTORICAL BACKGROUND OF PHARMA INDUSTRY
The origin of the earlier drugstores goes back to the middle Ages. The first known drugstore was
opened by Arabian pharmacists in Baghdad in 1754, and it gave way to many more, which soon
started operating throughout the medieval Islamic world and eventually medieval Europe. Many
of the drugstores in Europe and North America had gradually developed into larger
pharmaceutical companies by the 19th century.
The late 19th and early 20th centuries gave birth too many of today's major pharmaceutical
companies. The discoveries of the 1920s and 1930s, such as insulin and penicillin, became the
mass-manufactured and distributed drug of that time. Switzerland, Germany and Italy were
among the front runners in these industries, with the UK, US, Belgium and the Netherlands
following them.
In 1910s the pharmaceutical production began in India with the establishment of Bengal
Chemical and Pharmaceutical Works in Calcutta and Alembic Chemicals in Baroda privately.
With British initiatives pharmaceutical research institutes for tropical diseases like King Institute
of Preventive Medicine, Chennai (in Tamil Nadu), Central Drug Research Institute,
Kasauli (in Himachal Pradesh), Pastures Institute, Connor (in Tamil Nadu), etc was setup. In its
early stages the industry received a setbacks during the post World War II period, as a result of
which a new therapeutic developments in the Western countries had started. Natural elimination
of the older drugs gave way to the newer drug like sulpha, antibiotics, vitamin, hormones,
antihistamine etc. This resulted in the elimination of local drugs using indigenous materials and
now the industry was forced to import bulk drugs meant for processing them into formulations
and for selling in the domestic market.
The Stages of Growth
The Indian pharmaceutical industry had four stages of growth. In the first stage during 1950s–
60s, the industry was largely dominated by foreign companies and it was dependent on imported
bulk drugs . Foreign firms, were enjoying a strong patent protection under the Patent and Design
Act 1911, this had an adverse effect on the local production. Given the inadequate capabilities of
the domestic sector to start local production of bulk drugs and hesitation of foreign firms to do
so, the government decided to intervene by starting public sector enterprises. This led to the
establishment of the Indian Drugs and Pharmaceuticals Ltd.

10. 5
(IDPL) plants at Rishikesh and Hyderabad in 1961 and the Hindustan Antibiotics at Pimpr i,
Pune, in 1954 to manufacture penicillin. The starting of the public sector enterprises has been an
important feature in the evolution of the pharmaceutical industry and has revolutionary
importance in the history of the Indian Pharmaceutical company. As these public sector
industries took initiatives in producing bulk drugs indigenously and motivated the private
domestic sector.
The second growth stage of the industry took place in the year 1970s. The enactment of the
Indian Patent Act (IPA) 1970 and the New Drug Policy (NDP) 1978 during this stage are
important milestones in the history of the pharmaceutical industry in India. The IPA reduced the
scope of patenting to only processes and non-pharmaceutical products. It also reduced the period
from sixteen to seven years. This brought in a number of changes in patent system. Compulsory
licensing after three years of the patent was also recognized. The enactment of the process patent
significantly lead to the local technological development via adaptation, reverse engineering and
new process development. As there are many ways to produce a drug, the domestic companies
were able to find out ways of producing less costly and quality drugs for supply in the domestic
market. This led to the growth and development of the domestic firms in the market. Pressure
was mounted on foreign companies to locally
Manufacture bulk drugs and that too from the basic stage. Firms producing high technology
drugs were allowed foreign ownership up to 74 per cent under the Foreign Exchange Regulation
Act (FERA) 1973 under it only those foreign firms that are simply producing formulations based
on imported bulk drugs were required to start local production from the basic stage within a two
year period. Otherwise were required to reduce their foreign ownership holding to 40 per cent.
New foreign investments were to be permitted only when the production involves high
technology bulk drugs and formulations thereon. The soft patent policy and policies of the
government against foreign firms affected the industry and leaded strong growth impetus to the
domestic sector during 1980s.
Source: Stage classification is based on the Report of the Pharmaceutical Research and
Development Committee (PRDC) November 1999. Production data is from Organization of
Pharmaceutical Producers of India and the Department of Chemicals and Petrochemicals, Annual
Reports, various years.

11. 6
In the third stage of its development, near self-sufficiency was achieved in the technology and
production of domestic enterprises based on large scale reverse engineering and process
innovation. This was for production of bulk drugs and has developed manufacturing technique
for all forms like tablets, capsules, liquids, orals and Injectable and so on. This gave a
competitive edge to the domestic firms in the national and international markets. In 1991,
domestic firms have emerged large in the market having about 70 and 80 per cent of the market
shares in the case of bulk drugs and formulations respectively The industry with more than 30
per cent of its production being exported to foreign markets made it one of the most export
oriented industry of India (Kumar and Pradhan, 2003). In terms of trade, the deficits which was
experienced in the seventies was replaced by trade surpluses during 1980s.
The growth momentum which started in the third stage continued in the fourth stage of the
evolution of the industry during 1990s. The production and formulations of bulk drugs rose new
heights and the share of bulk drugs in total production from a low of 11 per cent in the year
1955- 56 has gone up to 19 per cent in the year 1999-2000 . This stage has also witnessed
dramatic changes in the strategic policy of the pharmaceutical industry. Under this the licensing
requirement for drugs was abolished, 100 per cent foreign investment was permitted under
automatic route, and minimum restrictions were imposed on price control. After the three
Amendments carried out in March 1999, June 2002 and April 2005 on the Patent Act 1970 , the
Indian patent regime was brought in harmonywith the WTO agreement related to Trade Related
Intellectual Property Rights (TRIPs). The third and the final one, known as the Patents
(Amendment) Act, 2005 came into force on 4th April 2005 and it also introduced product patents
in drugs, food and chemicals sectors. The term of patenting was increased to 20 years period.
With these changes in the patent policy regime in the 1990s, started a new era in the history of
Indian pharmaceutical industry where the trade patterns and industrial performance was
determined by the various features such as free imports, foreign investment and technological
superiority . The Indian pharmaceutical industry is looking at this era of globalization as both an
opportunity and a challenge.
(Pharmaceutical Policy 2002, Press Information Bureau Releases, February 15, 2002, available
at http://www.nppaindia.nic.in/ceiling/policy.htm)

12. 7
Chapter 2
Introduction Company

13. 8
2.1 AMORE HEALTH ESSENTIAL PVT LTD
Amore Health Essentials Private Limited is a Private incorporated on 20 March 2017. It is
classified as Non-govt. Company and is registered at Registrar of Companies, Mumbai. Its
authorized share capital is Rs. 500,000 and its paid up capital is Rs. 100,000.It is involved in
Business activities. Amore Health Essentials Private Limited's Annual General Meeting (AGM)
was last held on N/A and as per records from Ministry of Corporate Affairs (MCA), its balance
sheet was last filed on N/A. Directors of Amore Health Essentials Private Limited are Ashraf
Mohammed Biran, Mohan Ganpat Chavan, Gulshan Haresh Bakhtiani, Sudhakar Sharma and
Vijay Singh Chauhan
.
Mother Brand of Company :-
 FORESTREASURES
 SUPERMED
 NUTRI SMITH
Vision of Company :-
To become a top global healthcare company by harnessing the power of nature for ‘ Improved
Quality of Life’
Mission of company :-
To create a globally recognized company by the year 2025 in “Healthcare &
Nutraceutical Segments”

14. 9
2.2Company Profile
Amore Health Essential Pvt. Ltd.
Name :- Amore Health Essential Pvt. Ltd.
Location :- Unit No. 202, 02nd Floor, India Printing
House,Opp Ram MandirAbove Corporation
Bank Wadala (W).Mumbai – 400031.
Head office :- Room No.12, 1st Floor, Lahar Bros Mansion Opp.
Kem Hospital, Dr. E. Borges Marg, Parel Mumbai City
MH 400012.
Type of organization :- healthcare ayurvedik
Industry :- Pharma Industry
Founded :- 20 March 2017
Founder :- Ashraf Mohammed Biran,
Mohan Ganpat Chavan
Gulshan Haresh Bakhtiani
Director :- Ashraf Mohammed Biran,
Mohan Ganpat Chavan,
Gulshan Haresh Bakhtiani,
Sudhakhar Sharma
Dr. Vijay Singh Chauhan

15. 10
Chapter 3
Review of literature

16. 11
Review of literature
Reeja (2000) conducted a "Study on the application of information technology for
modernisation of traditional medicine practisedbj? theVai* community in Kozhikode
district
The study revealed that modernisation is needed in conventional Ayurveda treatment practice
and the application of information technology is needed in every aspect of traditional medicine
like Ayurveda in diagnosis, treatment and preparation of medicine.The gap in this study shows
that opt of chemical tablets but also Ayurveda tablets are effective to cure diseases.
Raghu Nathan (2000) in his paper "standardisation of raw drugs
veritable cornucopia of a number of useful drugs belonging to vegetable, animal and mineral
kingdom. 'The quality of the pharmaceutical products depends not only on the care taken in its
preparation, but also in confirming that the correct raw drugs have been used, and the material
has been correctly processed. In view of the growing popularity and global interest in Ayurveda
and its drug lore, there is imminent need for a weilco-ordinated multi4 disciplinary research
touching pharmocognosy ,pharmaceutics, photochemistry, pharmacology and applied studies.
The gap in this study shows that opt of chemical tablets but also Ayurveda tablets are effective to
cure diseases.
Sardesai, Wishwanathan M. (2000) in his paper "Herbal medicines, poisons or potions
" has attempted to understand the role of herbal medicines in health care. He stated that the use
of herbs might be risky. Herbs labelled as "natural" do not mean that they are without risks. The
current US regulations provide little assurance that commercial herbal preparations have
predictable pharmacological effect on that product. The labels should provide accurate
Information. The potency of herbal medicine can vary from manufacturer to manufacturer and
from batch to batch. Popular demand of herbal products has increased considerably in recent
years. Some herbs may be beneficial for health, but many of them may be instinctively
dangerous when ingested alone and in combination with other supplement. It is true that
effective medicines always have side effects or adverse effects, so medicine should be taken with
proper caution. The gap in this study shows that opt of chemical tablets but also Ayurveda tablets
are effective to cure diseases.

17. 12
Chapter 4
Research Methodology

18. 13
Objective of the study:
 To Study the Marketing strategy use by the amore health essentials
 To Study the of brand building activities adopted by amore health.
 to analysis the customer view point of the amore products .
 to analysis the which product are selling in more quantity.
 To study the customer satisfaction level.
 To study the customer awareness about the Amore.
 To know the reason for preferring amore products .
The Primary data was collected through Survey Method. A Convenience Sample of 100
Respondents was drawn from Harbour to Central line region in Mumbai. A structured
Questionnaire cum interview schedule was designed and used to conduct this research.
Descriptive Research was used to study the variables.
Limitation of the study:- This research was conducted in only a few region in Mumbai
mention above.

19. 14
Chapter 5
Result

20. 15
5.1 Basket of Amore products
MANMAXX QUITOXYFAT (fitness kit ) OPTIMOVE TAB
OPTIMOVE GEL AYURTUSS COUGH SYRUP
OPTIFEM TAB NORMODIAB GO2SLEEP

21. 16
ALOE JUICE KARELA JAMUN JUICE APPLE CIDER VINEGAR
AMLA JUICE FISH OIL HAIR NAIL AND SKIN
MUESLI LITE MUESLI FRUIT AND NUT

22. 17
5.2 Amore- Future Product Portfolio
SR NO PRODUCT
1 AYURTUSS SF SYRUP
2 TRAVEL KIT
3 HAIR AND SCLAP KIT FOR MEN
4 HAIR AND SCLAP KIT FOR WOMEN
5 DIETARY SUPPLEMENT (Men)
6 DIETARY SUPPLEMENT (Women)
7 FACIAL MASK (4 VARIANTS)
8 NUTRIBAR (45 GM)
9 ANTI-HANGOVER SHOTS

23. 18
Chapter 6
Discussion

24. 19
MARKETING STRATEGY
BRANDING ACTIVITIES
6.1Bus back panel Advertising
In bus advertising, buses are medium used by the advertisers to reach the public with some
information. The information reaches to every people at every place in the city through this
medium. The displays are commonly placed inside and outside of the buses which comes with
classical size and high impact signature formats. These ads are done by our domain experts with
professional approach. Ads inside the bus are attached to ceiling overhead so that people can
easily look over that. Outside the bus, ads are printed in form of board fitted to the all sides of bus
so that all walkers can keep eye on it. Bus advertising is the easiest and fastest growing medium
to share information to all people in the city. Since it moves to all areas where people move, your
ad gets more visible to people. Due to low cost with great visibility to people, statistics says that
bus advertising have created a great impression to pass information. The cost of advertisement is
affordable to all people and our service will also save you valuable time.
.

25. 20
In bus advertising, buses and their related infrastructure is a medium commonly used
by advertisers to reach the public with their message. Usually, this takes the form of promoting
commercial brands, but can also be used for public campaign messages. Buses may also be used
as part of a political or promotional campaign, or as a tool in a commercial enterprise.
Amore started bus back panel advertising on thane ghansoli area in Mumbai to creating the
awareness of the amore products .
amore started bus back panel advertising of the two premium products which is Quitoxyfat the fit
kit for the fitness and Manmaxx.

26. 21
6.2 Cinema advertising
Advertising is an accumulation of print, radio, television and other mediums used in conjunction
with each other; but Cinema advertising is one form of advertising that sets itself apart from all
other forms of advertising. Cinema advertising has double or triple the impact on a campaign. It
provides a 360-degree marketing environment that is uncluttered and finds the consumer in a
relaxed and receptive frame of mind, perfect to get your message across. So how does Cinema
advertising work and why does it turn out to be affective.
To begin with, this form of advertising is something that an audience goes to see not
intentionally but inadvertently. Very different from Radio, Print, TV or Digital advertising where
an audience has the freedom to change the frequency, flip the page, change the channel or close
the window. The moment a person enters a multiplex or a theatre, branding on every possible
property starts. From buying tickets to entering the auditorium, branding is everywhere. This
repetition of advertisements or branding leads to reiteration in the minds of the audience. The
repetition of a brand subconsciously gets registered in the brain making a brand's recall value
higher and building brand awareness.
Unlike typical advertising where an audience is made to experience an advertisement, Cinema
advertising takes a plunge as compared to other forms by not pushing the audience. This act of
not infiltrating the space of an audience creates a positive image of a brand and hence appeals
more. In simpler terms, the audience approaches the brand instead of assertive direct marketing,
also makes the process of communication unforceful and unique.
Brands can reach out to the audience but the ones that reach out to them in an immersive way
takes the lead. And this strategy can only be implemented in Cinema halls and multiplexes where
a product can be placed or offered to experience. An air freshener product can be installed in the
washroom or sprayed in the theatre before during or after the show. This one of a kind experience
to the audience gives more strength to the brand and also opens avenues to different types of
ideas and innovation to reconnect with them by breaking the monotony.
Interaction with the audience is another aspect which may deeply effect the consumer's decision
to opt or buy a particular brand. In conjunction with experience, interaction opens up whole new
types of avenues, the brand can use to its potential to reach out to them. As the interaction is itself
dynamic in nature, an interested consumer can explore more about the product in turn giving an
added advantage to the brand to earn their trust. An activation executed by a brand or a service is
an example of a live interaction between the two where both can benefit from one another

27. 22
Another benefit that brands can get is targeted and strategic approach, which surely leads to less
wastage of budget and logistics. Keeping in mind the target age group which might come to
watch a film, the demography where a Cinema is located, a brand can collect the data and
information which can help them further improve their product or simply take feedback.
The beauty of Cinema advertising happens to be in its diversified media options where all kinds
of opportunities exist for a brand. A brand can strictly confine it to a branding option i.e. a
furniture company will only do branding on the seats of a theatre but can also make itself heard
on different media formats available in the Cinema. There aren't any limitations to explore and to
make the use of the space in Cinema apart from the aesthetics of the space.
Effective movie theatre advertising can also include one-on-one promotions, partnering with
events or sponsorships and can be conducted at the venues themselves, with marketing teams
promoting a variety of products to consumers as they are waiting in line or approaching the
theatre.

28. 23
6.3 Radio advertising campaign on radio city
Radio advertising is once again on the rise. After showing a nearly 8 percent grow rate in 2010
and 2011 radio advertisers are once again dedicating increasing budgets to marketing over the
radio airwaves in 2012. Even in the internet age, radio advertising is still seen as a highly
effective and viable marketing medium.
One of the unique advantages of radio is that it allows your message to be delivered to a targeted
and captive audience at a cost that is much lower than most advertising mediums. For many small
businesses the costs associated with producing and airing a 30 second commercial during prime
time television programming can be prohibitive, but the costs to reach the same audience on the
radio are significantly more affordable.
Radio is one of the few advertising mediums that include a built in loyal audience. Most radio
listeners have one or two favorite radio stations they tune in to regularly. This gives advertisers a
unique co-branding opportunity. Radio listeners also report a greater willingness to not only
listen to advertisements but have shown excellent response rates to radio spots. If you’re looking
for a built in audience for your brand, radio provides a perfect opportunity.
Another significant advantage of radio advertising is the ability to market to both local and
national audiences. Radio is one of the few forms of advertising that allows the brand a large
amount of control over who experiences the ad and when. Radio spots can be run on local
stations and programming only, or they can be distributed to a larger national audience. Radio
advertisements can even be tailored to specific times of day to ensure your hitting your desired
audience at the exact right time.

29. 24
The award-winning Love Guru (Promax Best Hindi RJ 2007) is the expert on relationships and
romance. His soothing voice and prudent advice have made him the most reliable authority on
problems of the heart for years now. Love Guru’s presenting style and his inimitable voice blend
the best of old-school radio and modern relationship advice. Comforting and tranquil, Love Guru
is the perfect way to relax after the stress of a typical day in the big bad city. Amore started radio
advertising campaign on radio city on love guru program

30. 25
6.4 Free Health check up Camp
Health Camp content is focused on improving or extending the efficacy of health care by
embracing social networks, open standards, and the latest web and mobile technologies. Some
Health Camps have tried to explicitly embrace existing and traditional health contexts, such
as primary care physicians, hospitals, state sponsored health programs, and the employer/health
insurer model in an effort to stimulate innovation and change in these industries.
A free medical check up camp was organised by amore health essential in all over the mumbai.in
which blood pressure check up, blood sugar check up,waight check up,BMI cheak up,hair check
up was done during the camps. More than 80-90 people took benefit in one camp . amore done
the avarage 30-40 camps in a month.

31. 26
6.5 Mumbai Marathon Sponsorship
The Mumbai Marathon is an annual international marathon held in Mumbai, India, on the third
Sunday of January every year. It is the largest marathon in Asia as well as the largest mass
participation sporting event on the continent. It is the richest race in India with a prize pool of
USD 405,000.
The Mumbai Marathon has six different race categories: Marathon (42.195 km), Half Marathon
(21.097 km), Dream Run (6 km), Senior Citizens' Run (4.3 km), Champions with Disability
(2.4 km), and a Timed 10K.
The course records set in 2013 were the fastest times ever run for a marathon in India in the
women's marathon category – 2:24:33 by the women's winner Valentine Kipketer, Kenya. In
2016, Gideon Kipketer broke the men's marathon record, completing the race in 2:08:35.
The marathon is an event where people from all walks of life participate
including Bollywood celebrities, sports personalities, business tycoons and amateur athletes.
Sponsoring a running event is a publicly desirable activity. Besides a public health aspect it
carries with it cues of social engagement with the target community. It thus fosters better brand
image when compared to alternatives of sponsoring elite sports that are often exclusive of the
spectators

32. 27
6.6 In shop branding
When company sell products in retail, be it company own store or through a multi-brand outlet or
through modern retail outlets,company need brand and decorate the retail space. Company need
to put prints and creatives that capture the attention of the consumer towards brand. Moreover,
company need to make it look like the space belongs to brand. These are universally accepted
methods of retail marketing.
1. Wall / Pillar branding – The most commonly used form of inshop branding is to apply prints
on the walls and pillars of a retail outlet. These graphics are usually printed on 3mm sunboard
(either direct or printed vinyl mounted) and this sunboard is applied to the wall surfaces. We
can’t apply vinyl directly to wall or pillar surfaces.
2. Glass branding door branding – It could be a window glass or a partition, various form of
vinyl prints are available. To know more check this post out to find out various forms of vinyl
which can be used for glass and window branding.
Amore done inshop branding in all wellness forever stores it helps to creating awareness about
the brand as well as products .

33. 28
6.7 Click to call tablet for customer
Amore health essential pvt ltd was install the click to call tab to all wellness forever retail outlet
for the customers .customers have any queries regarding the amore products so they can directly
call and talk with the CRM executive .and they can discuss the problem or need more
information about the product so the amore CRM executive can solve their problem on the spot.
It will help to the customer to solve their problem.
Click to Call feature
 Connect with our CRM system instantly
 Amore Product feature description

34. 29
6.8 Incentives plan& offer for CSA & Customer
Amore gives the many incentive plan to retailer and CSA.
 Amore health essential pvt ltd company give 8% incentive of each product sale by the
wellness forever pharmacies or CSA.
 On billing value of Rs. 500 & above on Amore products, consumers are entitled to get 1
Amla Juice free for April month.
 On billing value of Rs. 2000 & above on Amore products, consumers are entitled to get free
health check-up may .
 On billing value of Rs. 2000 & above on Amore products, consumers are entitled to get 1 free
dis-infection kit for June.

35. 30
Following incentive plan for the two premium products :-
Quitoxyfat Manmaxx
No. of
Quantity
Slab No. of
Quantity
Slab
3 75@ Rs. 25 per
box
3 30@ Rs. 10 per box
6 150
@ Rs.50 per box
6
45
@ Rs. 15 per box
10
400
@ Rs. 100 per box
10 100
@ Rs. 25 per box
Total 75 + 150 + 400 =
625
Total 30 + 45 + 100 = 175

36. 31
Chapter 7
Data Analysis

37. 32
Table 1: Distribution of Respondent according to their medicine type.
No of respondents
Allopathic
45
Homeopathic 20
Ayurveda 35
Total 100
From the above diagram 45% of the respondent is using allopathic medicine. 35% of the
respondent using Ayurveda medicine 20% of the Respondent is using homeopathic medicine.
Allopathic
Homeopathic
Ayurveda

38. 33
Table 2: Distribution of Respondent according to they ware taking Ayurveda medicine
No of respondents
0
12
1 to 3
45
3 to 8 35
8 or more
8
Total 100
From the above diagram 12% of the respondents are using Ayurveda medicine from 3-8
years , 46% of the Respondent are taking Ayurveda medicine from 1-3 years , 34% of the
respondent are using ayurvedik medicine from 3-8 years , 8% of the respondents are using
Ayurveda medicine from 3-8 years.
0
5
10
15
20
25
30
35
40
45
50
0 1 to 3 3 to 8 8 or more

39. 34
Table 3: Distribution of Respondent according to aware about Amore
No of Respondents
Yes 62
No 38
Total 100
From the above diagram 62% of the customer is aware of the Amor health essentials pvt
ltd. And 38% of the Respondent is not aware about the Amore.
0
10
20
30
40
50
60
70
Yes No

40. 35
Table 4:Distribution of Respondent according to recommendation.
No of Respondents
Friends 20
Doctor 10
Relatives 25
Retailers 45
Total 100
From the above diagram 20% of the respondents are recommend by the friends , 10% of
the respondents are recommend by the doctor, 25% of the respondents are recommend by the
Relatives, 45% of the respondents are recommend by the retailers.
0
5
10
15
20
25
30
35
40
45
50
Friends Doctor Relatives Retailers

41. 36
Table 5 Distribution of Respondent according to usage of amore product.
No of Respondents
Muesli 35
Amla juice 25
Apple cider vinegar 25
Manmaxx & Quitoxyfat 15
Total 100
From the above diagram 35% of the respondent are purchasing the muesli, 25% of the
respondent are purchasing Amla juice, 25% of the respondent are purchasing the Apple cider
vinegar, 7% of the respondent are purchasing the manmaxx,8% of the respondent are
purchasing the Quitoxyfat.
Muesli
Amla juice
Apple cider vinegar
manmaxx
Quitoxyfat

42. 37
Table 6 Distribution of Respondent according to amore products is affordable.
No of Respondents
Yes 35
No 65
Total 100
From the above diagram 35% of the Responded are affordable the amore products and
65% of the Respondent are not affordable the Amore products.
0
10
20
30
40
50
60
70
Yes No

43. 38
Table 7: Distribution of Respondent according to Amore products Effect.
No of Respondents
Yes 75
No 25
Total 100
From the above diagram 75% of the Responded satisfied with the effect of the products
and 35% of the Respondent are not satisfied with the Amore products.
0
10
20
30
40
50
60
70
80
Yes No

44. 39
Table 8: Distribution of Respondent according to recommendation to other.
No of Respondents
Yes 65
No 35
Total 100
From the above diagram 65% of the Responded are recommend amore products And 35% of the
Respondent are not recommend Amore product.
Yes
No

45. 40
Table9:Distribution of Respondent according to packing Quality of products.
No of Respondents
Poor 45
Bad 25
Good 25
Excwlentt 45
Total 100
From the above diagram 7% pf the respondent are says packaging Quality is bad 22%
people said packaging quality is good and 45% of the responent areSaid Quality of packaging is
good.
0
5
10
15
20
25
30
35
40
45
50
Poor Bad Good Very good Excellent

46. 41
Table 10: Distribution of Respondent according to Respondent is preferable brand .
No of respondents
Patanjali
55
Quantum nature 35
Himalaya / other 10
Total 100
From the above diagram 55% of the Responded are preferring the Patanjali brand. And
35% of the respondents is preferring Quantum nature And 10% of the people using Himalaya
and other brand
.
0
10
20
30
40
50
60
Patanjali Quntum nature Other

47. 42
Table 11: Distribution of Respondent according Which other medicinal products do AMORE
should come up .
No. of respondents
Amore pain relief spray
35
Juices small pack 250ml
55
Amore fat gainer
10
Total 100
Above the diagram 35 % of the Respondent Said Amore come up with pain Relief
spray,55% of the people said amore come up with small pack of juices ,10% of the people said
Amore come up with the Fat gainer product
0 10 20 30 40 50 60
Amore pain relief spray
Juices small pack 250ml
Amore fat gainer

48. 43
Table 12:Distribution of Respondent according to converted by medium.
From the above diagram 35% of the respondent listen radio advertising, 28% of the
respondent seen bus advertising, 19% of the respondent Seen cinema advertising, 18% of the
respondent seen banners.
0
5
10
15
20
25
30
35
40
Radio Bus adv. Cinema adv. Banners
No of Respondents
Radio 35
Bus advt 28
Cinema advt 19
Banners 18
Total 100

49. 44
Table 13:Distribution of Respondent according to preferable location to buy the Amore products
No of Respondents
Online stores 12
Super market 10
Retail stores 38
Wellness forever stores 40
Total 100
From the above diagram 12% of the respondent preferring online sites to buy Amore
products,10% of the respondents preferring Super market, ,38% of the respondents preferring
retail stores, ,40% of the respondents preferring wellness forever stores to buying the Amore
products.
0
5
10
15
20
25
30
35
40
45
Online store Super market Retail store Wellness forever
store

50. 45
Table 14: Distribution of Respondent according to make notice a brand.
No of Respondents
Price 28
Quality 38
Celebraty 19
Other 15
Total 100
From the above table 28% of the respondents opinion for making brand is High price,
38% of the respondents opinion for making brand is good Quality, 19% of the respondents
opinion for making brand is Endorsing celebrity , 15% of the respondents opinion for making
brand is other factor.
0
5
10
15
20
25
30
35
40
price Quality Endorsing celebrity Other

51. 46
Chapter 8
Findings

52. 47
Findings:
 Many customers aware of the Amore product
 Many customers are satisfied with effect of the product.
 Radio advertising and bus back panel advertising are help to Amore for the creating
awareness about products.
 Customer preferring Amore product because they have zero percentage side effect.
 Ayurtuss syrup and Optimove Gel customer purchasing more.
 Wellness forever CSR recommending Amore product to the customers.
 Amore products are not affordable for everyone.
 70% of the people are ready to recommend Amore product to their friends , relatives and
family member.
 Packaging Quality of the amore product are likes the customers.
 Customer are preferring the patanjali products because of chip price.
 Wellness forever store is the preferable location for the purchasing the Amore products.
 Customer need small packs of juices.

53. 48
Chapter 9
Recommendation

54. 49
Recommendation
 Amore have to expand there market share.
 Amore have to give discount on the products .
 Company can come up with new products like fat gainer, pain relief spray,etc
 Amore can plan to reduce the cost of the products.
 Amore is the new brand they have to advertising on the T.V
 Amore have to start the online site to selling their products.
 Amore should give gifts as cash vouchers to medicals so that they are encouraged to keep
their stock on a regular basis.
 Amore have to give offer on the premium products like Quitoxyfat ,manmaxx ,so
customer can Attract for purchase.

55. 50
Chapter 10
Conclusion

56. 51
Conclusion
Amore health essential pvt ltd is the private limited healthcare company . amore is new in
ayurvedik healthcare industry in inian market ,currenly they have started their business in
Mumbai market and thay slowly targeting other city like pune, delhi, satara, sangli, Ahmedabad,
surat,nashik,banglore,belgaum,etc. amore health essential have to became top global healthcare
company. Amore is the selling healthcare OTC products and nutracitical product .
For the capturing global market amore doing many marketing strategy / brand building
activities such as free health checkup camp, in shop branding in wellness forever outlets
,sponsorship in Mumbai marathon , call me tablets installed in all wellness forever retail outlet
for the solving the queries of the customer , radio advertising campaign , bus panel advertising
,cinema advertising campaign , free sampling of the health juices and other Amore
products.diffrent incentive plan for the Wellness forever CSR as well as customer ,lucky draw
campaign , etc

57. 52
Chapter 11
Bibliography

58. 53
Bibliography
www.Quitoxyfat.com
www.amorehealth.com
www.Wikipedia.com
https://www.ibef.org/industry/indian-pharmaceuticals-industry-analysis-presentation
https://www.ibef.org/industry/pharmaceutical-india.aspx

59. 54
Chapter 12
Annexure

60. 55
Annexure
Name :-
Age :-
Occupation :-
1. Which type of medicine you using ?
a. Allopathic
b. Homeopathic
c. Ayurveda
2. From how many years you taking Ayurveda medicine ?
a. 0
b. 1 to 3
c. 3 to 8
d. 8 or more
e.
3. Do you known amore health essential pvt ltd ?
Yes No

61. 56
4. Who recommended you about amore products?
a. Friends
b. Doctor
c. Relatives
d. Retailers
e. other
5. Which amore product you are used?
i. …………………………….
6. Do amore products are affordable?
Yes No
7. Is amore products are effective ?
Yes No
8. Do you recommend AMORE products to other?
Yes No
9. Packing Quality of Amore product?
a. Poor
b. Bad
c. Good
d. excellent

62. 57
10. Is any other brand is more preferable than amore ?
a. Patanjali
b. Quantum nature
c. Himalaya
d. Other
11. With what other medicinal products do AMORE should come up with?
i. Amore pain relief spray
ii. Juices small pack 250ml
iii. Amore fat gainer
12. Do you how watch any advertisement of AMORE products?
a. Radio
b. Bus adv.
c. Cinema adv.
d. banners
13. Which is your preferable location to buy the Amore products?
a. Online store
b. Super market
c. Retail store
d. wellness forever store

63. 58
14. What makes you notice a brand?
a. price
b. Quality
c. Endorsing celebrity
d. Other