The chapter provides an introduction to Ayurveda and the history of Himalaya drugs. It outlines the company profile, including an overview, brand identity, mission, vision, chairman's message, customer testimonials, privacy and quality policy, production processes, global strategies, and management structure. The profile describes Himalaya's foundation and growth into a leading Ayurvedic drug manufacturer with a focus on herbal medicines and international expansion.

1. Chapter 1
INTRODUCTION
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2. Introduction chapter contains
1.1Introduction about the study
1.2Objectives of the study
1.3Importance and the relevance of the study
1.4Scope of the study
1.5Limitations of the study
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3. 1.1 INTRODUCTION:
India with a population of more the 100crores is potentially one of the largest consumer
markets in the world. With urbanization and development of economy, brand identity, living
style, suggestion and interests of the people changes according to the advance nation.
Marketing is about winning this new environment. It is about understanding what
consumer’s wants supplying it’s more efficiently and more conveniently.
The consumer market may be identified as the market for product and services that are
purchased by individuals as household for their personal consumption. Pharma is a typical
consumer product purchased by the individual primarily for their good health and also for
physical fitness and beauty. Different types of Pharma medicine are available in the market and
more or less content of all drugs are same. The market of drugs or medicine is facing a cutthroat
competition and many companies are floating in the market with their products with different
brand names. In such a kind of situation different factors which influence to the people choice
for Ayurvedic medicines are mainly doctors prescription, availability at chemist shop, suggestion
of chemist, efficiency, quality, images.
So, marketing is both philosophy and technology. It is technology because it suggests
ways and means for effective production and distribution of goods and services in the market to
give maximum satisfaction to the consumer.
The marketing manager is responsible for both, determining and suitability of goods and
services presented by the company to the market, and also determining about potential market
and make better relation with the retailer.
In this regard the marketing management with have to apply to marketing technology in
the conceptual philosophy of system. It is the process of system analysis in the marketing
management for effective research and can be defined as “Systematic objective and exhaustive
study of tasks relevant to any problem in the field or marketing”.
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4. 1.2 OBJECTIVES OF STUDY
Primary 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.
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5. 1.3 IMPORTANCE & RELEVANCE OF THE STUDY
The two month project Training is very important for a student of MBA. This type of
study gives some practical knowledge to MBA students and practical knowledge is more useful
than theoretical knowledge for any one.
There is no certain formula for any particular problem but the aim of this study is to
develop the ability of decision – making. A right decision at the right time itself helps an
organization to run smoothly.
The training in any organization gives us an idea of different marketing activities and
many emphases is given on “Promotional Activities Aspect” and also it is seen how business is
taken tactfully when any problem comes to an executive. The way of problem solving, right
decision making and knowledge of different types of marketing activities gives much importance
to this study. Though only in 2 months, it was not possible to understand it so deeply but overall
ideas 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. The
geographical slope of my survey was limited to Patna, Ara and Buxar only. Study aims at
relationship between Company Executives and doctors & chemist and why any doctors prescribe
for the particular brand.
The survey covers a wide range of activities and factors, which influence the doctors to
prescribe for the particular brand and influence chemist to keep and sale the Himalaya drugs. The
samples of 50 respondents were taken to represent total retailers of the Himalaya drugs, and the
result was in the favour of Himalaya. The validity of the findings of this survey is limited to the
period during which the field survey was conducted i.e., two months during 10th of March to 5th
May 2010.
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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.
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7. 1.5 LIMITATION OF THE STUDY:
Although all efforts have been made to study all start of population as compared to the
topic of study, universe size and sample size findings of the study will be considered only on the
Urban Area and will be applied in Patna, Ara and Buxar only because of the chemist and doctors
perception and expectation varies in other place due to socio-economic and educational
background. At last but not the least the study will try to find out real depth of the actual position
as 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 all
projects 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.
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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 only
these findings may not have much relevance in other regions of different from rest of the
country.
All the conclusions suggestions & recommendations will be made in the feedback
obtained from the survey on the basis of responses given by the respondents.
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9. Chapter 2
PROFILE OF HIMALAYA
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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
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11. INDUSTRY PROFILE:
Infrastructural development and opening of flood gates in the guise of LPG (The
Liberalization, Privatization, and Globalization) made a sea changing in drugs Industry. The vast
change in the outlook, purchase, living style, health problem and usage of the Indian on various
angles to meet the onslaught of this indirect invasion of economy, living style, eating habbit, etc
consumer started changing rapidly. This created a havoc not only in the price view but also in the
angle of quality, brand name, efficiency, etc. Every concern started Every started changing their
approach in price, design, provision of comfort, company concentrating
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12. 2.1 AYURVEDA- AN INTRODUCTION:
The word 'Ayurveda' comes from the word 'ayur' meaning 'life' and the word 'veda'
meaning 'to know'. Ayurveda means 'the science of life', and is a medical system practiced in
India, Sri Lanka and Nepal.
Ayurveda's mythological origins, though, are attributed to the Indo-European Nasatya or
Aswins, twin physicians of the gods of the ancient Indo-European pantheon. Four thousand year
old references to the Nasatya are found in the now extinct, Hurrian and Hittite languages in
Turkey, and in the Sanskrit language in India. Ayurveda is considered the upaveda or accessory
Veda to the Atharva Veda. The four Vedas are the world's oldest literary documents in an Indo-
European language.
A classic ayurvedic text, that parallels the time frame of the Atharva Veda, is the
Charaka Samhita. Written in the Indus Valley area around 1000 B.C.E. (Before the Common
Era) in Sanskrit, it is a treatise on general medicine. This strongly suggests the probability that
ayurveda, though of pan Indo-European origins earlier, had begun to evolve into a distinct entity
within the subcontinent by the first millennium B.C.E.
Ayurveda's lasting influence in the non Indo-European sphere began after the rise and
spread 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 than
1000 B.C.E., the Susruta Samhita, contributed to modern medicine the discipline of plastic
surgery. Susruta mentions eight branches in ayurveda - General medicine, Surgery, ENT and Eye
diseases, Toxicology, Psychiatry, Pediatrics, Gynecology, Sexology and Virility.
The Himalaya Drug Company, since 1930, has blended ayurvedic expertise with
modern medical research methodology, to extend the science of ayurveda to produce
scientifically verified herbal solutions.
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13. 2.2 HISTORY OF HIMALAYA:
Eighty years ago, on a visit to Burma, Himalaya’s founder, Mr. M. Manal, saw restless
elephants being fed with a root to pacify them. The plant from which this was taken is Rauwolfia
serpentina. Fascinated by the plant's effect on elephants, he had it scientifically evaluated. After
extensive 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 complete
range of proprietary formulations dedicated to healthy living and longevity. Today, these
products have found acceptance with medical fraternities and serve the health and personal care
needs 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.
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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 clear
vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind
the 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 with
a root to pacify them. The plant from which this was taken is Rauwolfia serpentina. Fascinated
by the plant's effect on elephants, he had it scientifically evaluated. After extensive research,
Serpinaâ, the world's first anti-hypertensive drug, was launched in 1934.
The legacy of researching nature forms the foundation of Himalaya's operations.
Himalaya has pioneered the use of modern science to rediscover and validate ayurveda's secrets.
Cutting edge technology is employed to create pharmaceutical-grade ayurvedic products. As a
confirmation that Himalaya is dedicated to providing the highest quality and consistency in
herbal care, the Company was awarded an ISO 9001:2000 certification in 2003.
Since its inception, the company has focused on developing safe, natural and
innovative remedies that will help people lead richer, healthier lives. Today, Himalaya products
have been endorsed by 300,000 doctors around the globe and consumers in 67 countries rely on
Himalaya for their health and personal care needs.
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15. AYURVEDA AT HIMALAYA:
Ayurveda or the 'Science of Life' is an ancient, holistic system for diagnosis and
treatment, perhaps the oldest system of medicine known to humanity. Fundamental to Ayurveda
is 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 validate
Ayurveda's secrets. We employ cutting edge research to create pharmaceutical-grade Ayurvedic
products. Natural, effective and safe, these products have helped thousands of people live
healthier, 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 from
observations and experiences of indigenous plants. Our team of herbalists study texts, both
traditional and scientific, exhaustively for relevant data. A few herbs of promising activity are
short-listed. Polyherbal formulations of these short-listed herbs are made in order to provide a
wider scope of pharmacological and cosmetic activity. Multicentered, double-blind trials
according to WHO criteria further assist in scientifically validating the formulations.
In the 1930's, Himalaya developed a pioneering experimental herb farm, which grew
rare endangered herbs for commercial use. The company today has in addition to this an
unparalleled database of dedicated herb suppliers, an herbarium, an agrotech division and a
nursery.
The standardization of herbal medicine is a more daunting challenge than the processes
used for allopathic medicine. The tabletting of ayurvedic medicine is more arduous, with
multiple granulating, processing and coating variables. Today, Himalaya's manufacturing unit
has the largest coating capacity in Asia.
Researching Ayurveda and capturing its benefits in formulations, has been the hallmark
of 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.
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16. 2.3.1 OVERVIEW:
 Himalaya's 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.
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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 draws
its name. For centuries, the Himalayas have been an icon of aspiration, of man's quest to unlock
Nature's secrets. They represent purity and lofty ideals. The fact that the Himalayas are the
source of many of the herbs that are used in our products makes our brand name all the more
appropriate.
OUR IDENTITY:
The Himalaya brand has much in common with the mountain range from which it
draws its name. For centuries, the Himalayas have been an icon of aspiration, of man's quest to
unlock Nature's secrets. They represent purity and lofty ideals. The fact that the Himalayas are
the source of many of the herbs that are used in our products makes our brand name all the more
appropriate.
Our logo is a visual definition of our brand identity. The leaf that forms the crossbar of
the letter H evokes our focus on herbal healthcare. The teal green of our logotype represents our
proximity to nature, while the orange is evocative of warmth, vibrancy and our commitment to
caring.
Everything that carries our logo is accompanied by the high quality that has always been
the 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.
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18. 2.3.3 OUR MISSION:
 Establish Himalaya as a science-based, problem-solving,
 Head-to-heel brand, harnessed from nature's 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.”
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19. 2.3.4 CHAIRMAN MESSAGE:
It all began in 1930 with his mother's pawned bangles. A young man with a very
curious mind pondered the idea of presenting herbal medicine in a contemporary form. He spent
his days riding his bicycle through the forests and learning about herbs from the local healers. He
knew he must scientifically prove that herbal medicines do work. He also wondered how to make
an herbal tablet. He was advised to add kerosene to the powdered herb to help the tablet keep its
form. And he tried it too, only to quickly realize that he had been tricked! He continued his
efforts on his hand-operated tablet-compressing machine. At night, his shoulders would ache
after struggling to manually produce a few hundred tablets, one tablet at a time. Simple as it may
sound, the reality was that in his time this had never been done. I sit here today, billions of
tablets 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. With
offices in Bangalore, Dubai, Grand Cayman, Houston, Johannesburg, Riga and Singapore, we
are on a roll. It is our vision to make Himalaya a household name, a trusted head-to-heel brand
providing scientifically researched herbal solutions for the entire family. Indeed, brand Himalaya
has substantially increased its visibility in several important markets globally. We will continue
to build on this foundation.
Despite our global ambitions, our commitment to our core values remains strong. We
will continue to operate our business with the highest ethical standards set by my father. We will
be honest and truthful in all our dealings. As I have said before: Each person who comes in touch
with 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 make
history in the next seventy-five years. Thank you for being a part of this incredible journey.
Meraj Manal
Chairman
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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 and
hair care products. I was immensely impressed with everything I used, even to the point that I
wouldn't get on the plane when leaving India, as they didn't want to allow me to board with the
Himalaya products I'd bought at the duty free shop. They eventually allowed me to carry it onto
the plane."
 Himalaya's Mud Pack gets kudos from Bali. Ms. Winny from Indonesia writes ..
“I' am writing from Bali, Indonesia. I tried Himalaya's Mud Pack for the first time and
the result is WONDERFUL. It makes my skin soft from the very first use!Thank you so much
Himalaya!”
 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 the
best 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 using
different products from Himalaya, and I feel better and comfortable with it, not only me, now my
family and my friends are also using the Himalaya Products…Thank you and I am very happy to
be a part of Himalaya.”
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21.  Ms. Sabeena from Malaysia made our day with her fantastic feedback
“I've tried Himalaya products and I'm really happy -especially the dandruff shampoo. It
really works! I’m also using Himalaya skin care products daily...and nowadays I promote these
products 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 Himalaya
shampoo and some stuff. I and my sister are huge fans of Himalaya since we started to use it. We
really love to use Himalaya products especially the shampoo!! My hair is completely changed, so
nice and soft. I never felt like that before!!!
So I would like to get Himalaya's product if I can from Japan...I don't mind even if a little bit
expensive..,,,coz I can't 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 your
products, especially Rumalaya and Gasex. Rumalaya Cream seems to be a miracle. It helped me
with 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 bottle
with a green lid. It's for extra dry/winter skin. I suffer from dry skin and it is the BEST product I
have 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 Metformin
which I was on for some 2 1/2 years. And these results showed itself just after 2 weeks of
Diabecon consumption; it's now some 5 weeks since I started on Diabecon although Metformin
Page 21

22. worked pretty well, Diabecon worked that much better and I am completely free from
Metformin, a prescription medication in most parts of the world.”
 Annika Olsson from Australia wrote to us about Himalaya's protein shampoo-
“I recently returned from a trip to India which was where I discovered your products. I
love them!! I bought lots of things including several bottles of your Protein shampoo with
Chickpea and sesame, it is absolutely incredible. For my long hair to be so soft and beautiful
even without using a conditioner is great. I have also had trouble with my hair falling out and
getting thinner but using this shampoo I can see the re-growth. The revitalizing hair oil has also
been 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 Himalaya's Bonnisan for him. He is very
happy and healthy because of it. My mother was suffering from a severe backache and I applied
Rumalaya gel and she found relief within an hour. My own toothache problem was solved
because 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 Himalaya's Hair Loss cream a fantastic feedback-
“I'd like to congratulate and thank Himalaya for its wonderful Hair Loss Cream. I had
lost around 80% of my hair due to straightening. I tried everything from shampoos to oils, but it
was 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 husband's experience using HeartCare-
“My husband's cardiologist was concerned about his cholesterol and wanted to put him
on prescription medication. We made a deal- he would use HeartCare for 6 weeks and if the
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23. cholesterol dropped, we wouldn't put him on any medication. His cholesterol dropped 30 points
and gradually dropped another 20 points where he has stabilized. In 6 week's time, the
cholesterol 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 applications
including steroid creams. But the problem kept recurring. When I came across your Baby Cream
product, I started using it. Now my son has no skin problems! Touchwood! Thanks Himalaya!”
 Mr. Saxena, from UP, India, wrote to us about his wife's severe arthritic pains and how
Shallaki made a difference
“My wife had been suffering from arthritis of the knee for a long time. We consulted
several doctors and she was put on heavy medication. The pain would subside whilst she was on
medication but would surface the moment she discontinued. The pain had left her virtually
immobilized. Someone then suggested that she try Himalaya's herbal product, Shallaki. After
using the product for two months my wife had tremendous relief! I have since been
recommending this product to my friends!”
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24. 2.3.6 PRIVACY POLICY:
At The Himalaya Drug Company, we respect every individual's right to privacy. Our
relationship 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 that
personally 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 limited
circumstances where we believe in good faith that disclosure is required under law, to co-operate
with 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 we
originally requested it. For example, we will use the information you give us to process your
requests and transactions, to provide you with additional information about products and
services, or to evaluate your financial needs. To do so, we may share personal information with
an agent or affiliate.
We limit the collection and use of personal information to what is necessary to administer
our business and to deliver superior service to you. This may include advising you about our
products or services, those of our affiliates, and other opportunities that we believe may interest
you. To serve you better, we may combine information you give us on the Web or through other
channels.
When we share personal information with an agent or affiliate, we protect that personal
information with a strict confidentiality agreement. Companies that we hire to provide support
services or act as our agent must conform to our privacy standards.
Himalaya corporate policies require that employees with access to confidential customer
information may not use or disclose the information except for business use. All employees are
required to safeguard such information, as specified in their confidentiality agreements with
Himalaya.
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25. On occasions, we may assist a company that is not affiliated with Himalaya in providing
or offering a product or service to you. In such circumstances, marketing materials will include
instructions on how you can request not to receive those communications in the future. In all
cases, your personal information is protected by a strict confidentiality agreement. We do not
allow any nonaffiliated company to retain your personal information longer than necessary to
provide the product, service, or information, unless you affirmatively grant us permission to do
so.
We continue to evaluate our efforts to protect personal information and make every
effort 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 that
information, please contact us and we will promptly update our records.
QUALITY POLICY:
Developing safe and proven pharmaceutical-grade herbal health and personal care
products.
Maintain international quality standards and secure India's rightful place in the global
economy by consistently meeting or exceeding customer expectations.
Quality Performance is a commitment to excellence by each Himalaya employee. It is
achieved by teamwork and a process of continual improvement.
Our attachment to Himalaya is total; our commitment to its values, complete. Each
person who comes in touch with Himalaya must be pleased with his or her experience, nothing
less is acceptable.
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26. HIMALAYA PURE HERBS:
Himalaya Pure Herbs is a range of individual herb extracts. The actions of these
extracts benefit the body, irrespective of the individual's body constitution, state of health and
metabolic 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 Himalaya
Pure Herbs Range delivers to you, a herb in a capsule, with all its attendant benefits. While it
may have a therapeutic and nutritive value for a weakened body, its primary action is to
stimulate or ameliorate particular organic functions. Its action has benefits both in good and ill
health. 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 the
result of strict monitoring from the farm to the lab. At the lab, Himalaya's proprietary techniques
are used to extract the optimum value of each herb. This is followed by rigorous tests by R&D
team for potency and consistency.
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27. 2.3.7 PRODUCTION:
Today, the company has created a state-of-the art Research and Development facility
at 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 new
drugs and therapies.
Himalaya produces quality polyherbal formulations. To monitor quality, many
endangered herbs are grown by the Company on its farmland. The principles of Good
Manufacturing Practices (GMP) are rigorously followed in the plant and the Company prides
itself on being environment friendly. As part of the environment control system, it had installed a
modern 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 filling
machines. The tablet coating facility is one of the largest in India. The plant can produce nearly 5
billion 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 regardless
of 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. LOCATION:
Company has different manufacturing units at Bangalore, Dehradun, Delhi, etc. The
headquarter is at Bangalore senior managers of different segment such as sales, training
department, product management team, manufacturing, distribution, administration, recruitment
controls the overall process.
Page 28

29. 2.3.8 GLOBAL STRATEGIES:
Meraj Manal, chairman of the Bangalore-based Rs 500 crore Himalaya Drug Co
recently bought out all the other partners and made it a subsidiary of his Cayman Island based
Himalaya Global Holdings (previously known as MMI Corporation). Ravi Prasad, president and
CEO of the Indian company and S.K. Mitra, executive director, research and development, have
also now become board member of HGH.
"Given that the group's overseas operations are growing rapidly over the past decade,
we felt the need to provide strategic direction to the various international hubs, streamline
decision-making and standardize processes globally," says Prasad. The new roles of executive
directors for HGH will involve management of the company's business interests worldwide, he
adds. "The directors will assist in the development of global strategies and in guiding the future
of the company, overseeing both corporate and R & D functions, while working closely with the
Chairman."
Meanwhile, with an eye towards increasing its acceptability with the consumers, the
company's first step in India has been to restructure the pharmaceutical division, which accounts
for 60 per cent of the company's revenues. This has now been carved into three new strategic
business units and its team strength has increased from 600 to 1,000 people.
According to Philipe Haydon, chief operating officer, pharma division, the new business
units have been formed with the aim of providing greater structure to the company's wide range
of pharma products and for the equitable distribution of the marketing force. "This has been done
because of the company's growing base and the changing market needs," explains Haydon. "The
product portfolio with around 35 products was becoming too large to be managed by a single
division."
It was also felt that this new structure will enable the company to give greater focus to
brands like Cystone (for treating urinary tract infections) and Rumalaya forte (an anti
inflammatory analgesic) and some others, which, the management feels, have the potential for
great success like its liver formulation and flagship brand Liv.52, Haydon adds.
Page 29

30. The three new divisions called Zenith, Zandra and Zindel will be segmented on the
basis 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 and
surgeons, Zandra will target gynecologists, orthopedists and dermatologists. The Pure Herbs
range and baby care products, which were earlier part of the personal care division, have now
been brought under the pharma fold. They will come under the Zindel unit, which will target
general physicians and paediatricians.
With this restructuring, Himalaya is looking at a 30 per cent annual growth in Zenith
and Zandra and a 40 per cent growth in Zindel. Apart from its pharma business, the company's
forays include personal care & consumer products and animal health products.
Page 30

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. 2.4 DIVISIONS OF HIMALAYA :
Himalaya's 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. MEDICINAL RANGE:
The medicinal range of products carry the Himalayan hallmark of researching Ayurveda
and capturing its benefits in formulations. 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.
The medicinal range comprises over 35 products and is broadly classified into four
categories viz:
 Children's Health
 Men's Health
 Women's 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 offers
the goodness of natural solutions for daily use by the complete family.
The use of natural ingredients in personal care products has been practiced since time
immemorial, leading to increased use of herbs with a curative value. Modern research proves that
herbs while being effective are also mild and soothing.
Launched in 1999, Himalaya Herbals is a range of natural herbal personal care
products spanning Health Care, Oral Care, Hair Care, Skin Care and Baby Care.
The range comprises of fairness cream, soap-free face washes, facial cleansers, face
toners, moisturizers, soap-free shampoos, conditioners, hair-loss control, weight control, pimple
control, foot care, multi-purpose creams, skin nutrients, dandruff control, anti-stress, digestive
health, pain relievers, cough & cold relievers, oral care and baby care products.
Page 33

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. 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 individual's body
constitution, state of health and metabolic functions. Everyone can benefit from the goodness of
these 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 life's 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. 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 introduced
Menosa n, a herbal non-hormonal product for menopausal women, Reosto, a comprehensive
therapy for osteoporosis and Himplasia, a unique product for benign prostatic hyperplasia, a new
dimension in BPH management.
Page 36

37. PRODUCTS:
Cystone prevents supersaturation of lithogenic substances, controls oxamide (a
substance that precipitates stone formation) absorption from the intestine and corrects the
crystalloid-colloid imbalance. Cystone inhibits calculogenesis by reducing stone-forming
substances like oxalic acid, calcium hydroxyproline, etc., and causes their expulsion by
micropulverization.
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 prevention
of urinary tract infections associated with urinary stones and crystalluria. Cystone’s
antispasmodic and anti-inflammatory activities relieve ureteric colic and alleviate symptoms of
painful and burning micturition.
Indications
Cystone 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. 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 the
flagship brand of the company. Every one-third of a second, one unit of Liv.52 is bought
somewhere in the world. It is ranked number one in the hepatoprotective - lipotropic segment
and number four among all pharmaceutical products in India. (ORG Marg, July 2003). Liv.52
celebrates fifty years in 2005.
Liv.52 is a typical example of innovation at Himalaya. The research team was given the
task of finding a natural remedy that improved liver function, which was a great concern to many
people at that time.
Dr. Roshan Captain was made head of Himalaya's R&D in 1950. During the 1950s,
several coded liver formulations went on trial and one of them, coded 52, was responsible in
remarkable recovery from hepatitis. This led to wider product testing, which is the hallmark of
Himalaya's operations. Tests in different parts of India with formula 52 showed significant
improvement in liver functions. There was a great demand for samples of formula 52 from
doctors who conducted the trials. Mr. M. Manal, Himalaya's founder, made Liv.52 the brand
name to aid doctor recall.
Page 38

39. Liv.52 soon became the signature brand of Himalaya, one of India's top ten sellers, and
one of the world's most enduring phytomedicines, currently registered in over 25 countries.
Talekt, a phytopharmaceutical formulation, is recommended for various skin disorders
such as disorders of sebaceous glands, bacterial infections of skin, infective and allergic
dermatitis, systemic mycoses, parasitic infections, and psoriasis. Talekt enhances the immune
response 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.  Ringworm
 Candidiasis
 Parasitic infections of skin:
 Scabies
 Pediculosis
 Papulosquamous disorders:
 Psoriasis
The antistress, adaptogenic properties of Geriforte retard degenerative changes and
accelerate cellular regeneration and repair. Geriforte's antioxidant action scavenges free radicals
and its immunomodulatory activity enhances body immunity. Geriforte helps delay the
physiological changes associated with aging, revives physical capacity, raises the threshold of
fatigue and promotes well-being. Geriforte facilitates respiratory functions, and assists
cardiovascular functioning by improving circulation and reducing raised lipid levels. Geriforte
regulates 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.  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, Himalaya
launched Bonnisan, a natural pediatric digestive tonic. A formulation based on years of research
and clinical testing, the product found wide acceptance among doctors and mothers alike. The
sweet tasting tonic became a trusted part of a baby's growing up.
Bonnisan has carminative and digestive properties, which relieve symptoms of colic in
gastrointestinal disorders in infants and children. Bonnisan helps infants and children gain
weight adequately. Bonnisan helps restore the normal physiological functions of the digestive
tract, 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. 2.7 REVIEW OF LITERATURE:
Economists have divided all industrial and economic activities into 3 main Group’s
viz., primary, secondary and tertiary. Primary activities include agriculture, Fishing and forestry.
Secondary activities cover manufacturing and construction and Tertiary activities refer to the
services 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 to
him “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 desirable
and possible for everyone. The term service is rather general in concept and it includes a wide
variety 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. Market
consists of buyers who differ in many respects. Two potential buyers of a product are never
identical 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. All
consumers (doctors and chemist), therefore cannot be satisfied with the same product. If the
marketing 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 the
whole market into mini sub-markets. On the basis of their distinctive characteristics of the buyers
who constitute the market. Each such submarket is known as a market segment. According to
Philip Kotler, market segmentation is “The act of dividing a market into distinct groups of buyers
who might merit separate products and / or marketing mixes.” Markets can be segmented on the
basis 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. 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 and
dividing it into several sub-markets or segments each of which tends to be homogeneous in all
significant aspects.” Cundiff and Still states that “Market segments are grouping of consumers
according to such characteristics as income, age, degree of urbanization, race, or either
classification, geographical location, or education.” R.S. Davar states that “Grouping of buyers
or 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.  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. 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, consumer
market can be segmented on the basis of four variables – geographical variables, demographic
variables, psychographic variables and buyer behavior variables which can be illustrated with the
following 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 be
served. 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 the
organization especially intense to aim its market effort”. On the other hand, the term “ target
marketing is one in which the seller distinguishes the major market segments ; targets one or
more of these segments and develops product and marketing programs tailored to each selected
segment.
Page 45

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. 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 encouragement
from the company, company wants and needs continuous routine information collected by
monitoring 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 attract
new doctors towards prescription of Himalaya drugs. The company also motivate chemist to buy
in bulk by giving some discount or by providing few gifts on their purchase. Company must
study the needs, problem, strength and weakness, market progress, product availability, market
development, etc.
Page 47

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 a
competitive advantage as compared to the competitors.
Page 48

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.  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. 2.9 FIELD EXPERIENCE:
As per my assignment towards Pharma division taking into consideration, I found that
the entire junior level (MR/ PSO/ BM) to senior level such as SM, they work concentrating on
their product ethically, i.e. promoting it to doctors only. Their main aim is to generate
prescription using literatures of different products, explaining mode of action, doses, clinical trial
done by eminent doctors of different medical colleges and hospitals. They also do order booking
from doctors who are consuming in nature.
The entire operation of sales promotion is directly related aiming to implement the
strategy of company and providing the real feedback of promotion of the product.
For example- For different product they do different campaign many times. While
doing market survey in the month of March, through doctors I came to know that they distributed
two bottles of mineral water for promotion of a product called “Cystone” a product for kidney
stone. The idea was to ensure (the patient) the people drink plenty of water that prevents kidney
stone formation. The particular doctor I talked to was very much impressed with this promotion
plan and said to me that such awareness programme helps a lot getting new prescription, and also
doctor 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 sharp
increase in the number of prescription over that period of time. I agreed that campaign have
helped 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 the
prescription flow by nearby doctors. The field people also make chemist aware regarding new
launches and availability of the running product in sufficient quantity. The chemist in turn gets
the 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 the
products.
Page 51

52. Also field people many a times book order from chemist offering gift scheme and
ensure the supply to the chemist booked by stockiest.
Stockiest who fill the chemist, they place their order to C&F, which in my area of
operation was found to be at Kadamkuan area of Patna.
I went the different area of Patna, Ara and Buxar with respective executive of the
company and individual of my own. I meet with the doctors and chemist who engaged in dealing
with Himalaya and its competitor products. Whole sellers, chemist to meet them directly and
collected information about the sale of Himalaya drugs complete this JOB-TRAINING
PROGRAMME. During survey I faced a bundle of problem, as communication, lack of time and
money factors also.
Besides these obstacles, I felt, that survey is a interesting work, because the person
who is dealing in different medicines from different culture and attitude, and there was a good
opportunity to know actual behaviour of the businessman and the actual activities of different
areas of Marketing and other business department, or activities.
Today there is a very tough situation in this competitive market, to survive in the field
of marketing basically. Here a brief knowledge about the Government Policies, other competitors
company’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 has
not a brief knowledge about these over write obstacles (various areas of business activities) they
cannot survive in market for long period of time, the ending stage is very near to these
companies or distribution channel or marketer who engaged in Business activities.
Page 52

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.
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54. 2.10 LEVEL OF DISTRIBUTION CHANNEL:
a)Zero level distribution channels
e.g. Direct marketing,
MANUFACTURER CONSUMER
b)First level distribution channel
e.g. Retailers
MANUFACTURER RETAILERS CONSUMERS
c) Second level distribution channel
e.g. Wholesalers, Retailers
MANUFACTURER WHOLESALER RETAILER CONSUMER
d) Third level distribution channel
e.g. Broker, Wholesaler, Retailer
MANUFACTURER BROKER WHOLESALER RETAILER CONSUMER
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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 works
as a broker between the manufacturer and the whole seller. The whole seller meets the demand
of retailer i.e. chemist in the Pharma segment. Then in last the chemist fulfill the demand of the
end consumer based on the prescription generated by the doctors and on the basis of customers
own wish.
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56. Chapter 3
RESEARCH METHODOLOGY
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57. This Chapter Contains
3.1Introduction
3.2Research Design
3.3Questionarie
3.4Data Collection
3.5Sample Design
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58. 3.1 INTRODUCTION:
A research methodology is the specification of methods and procedures for acquiring
the information needed to structure or to solve problems. It is the overall operational pattern or
frame 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 is
relevant to the research problem and that it was collected by objective and economical
procedures. A research design might be described as a series of advance decisions that, taken
together, from a specific master plan of model for the conduct of the investigation. Although
research designs may be classified by many criteria, the most useful one concerns the major
purpose of the investigation. The major purposes of exploratory studies are the identification of
problems, the more precise formulation of problems (Including the identification of relevant
variables), and the formulation of new alternative courses of action. An exploratory study is
often the first in the series of projects that culminate in one concerned with the drawing of
inferences that are used as the basis of management action. That is, an exploratory study is often
used as an introductory phase of a larger study and results are used in developing specific
techniques for the larger study. Secondary sources of information, as used in the section, are the
rough 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 to
collect more elaborate information from the few sampling units in Patna, Ara and Buxar than
from the large population which can be taken as representation of the universe.
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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.
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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
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61. close-ended type questions. The researcher used the main tool “Questionnaire so that
easy comparison is possible because of same questions to the respondents
SURVEY 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.
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62. BRIELY:
The methodology that been adopted during project report on Sales and Promotional
Strategy of Himalaya is mainly based on the following procedure:
1)Survey
2) Observation
3) Personal Contact
1. 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 were
mainly related with the problem existing in marketing where the respondent has to just indicate
their 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, dealing
in the product of Himalaya Drug Company, mainly for Zenith group and tried to observe their
actions or reactions on spot itself while dealing with customers. I have verified and seen the
prescription written by various doctors. I just watched the pattern of selling of drugs under the
brand name of Himalaya. Under this method I observed the doctor’s prescription without
revealing my identity, at several clinics and chemist stores.
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63. 3. Personal Contact:
Under this method of marketing research, I personally contacted the various druggist
near several doctors clinics and in posh areas and wanted to know the preferences of every
product of the company. During this process, I asked several questions verbally and come to
know that they have very good impression for the existing range of the product of Himalaya
drugs, either prescribed by doctors or based on self interest of customers.
During my survey at chemist stores I have asked verbal questions to some customers
at those chemist stores. Their opinion about the Himalaya was very satisfactory. Besides doctor’s
prescription they opt for Himalaya product based on their own interest. Besides Pharma product
their was a good sale and market share of cosmetic range of Himalaya. The Himalaya range of
products are highly efficient and are effective in their purpose.
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64. METHODOLOGY:
1. FIELD WORK
When the project on perception of doctors, chemist and users and sales and
promotional strategy of Himalaya was decided upon, the main parameters to be looked upon
were arrived at. After arriving at the main points for analysis the operational area of the study
was derived taking the following into consideration.
a) Area of survey
b) Type and location of retailer
c) Number of doctors in the locality
It 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 taking
into consideration ordinary working days. I have collected at different market areas like near
Government Hospitals, various private clinics, stockiest of Himalaya, independent druggist at
various locations, chemist shops in and around doctor’s clinics at different location of Patna, Ara
and Buxar.
3.5 SAMPLE DESIGN:-
The following question involves sampling
1. 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 planning
Define Census vs. Sample
Sample size
Estimate cost of sampling
Execute sampling process
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65. Operationally, sample design is the heart of sample planning. Specification of sample
design which includes the method of selecting individual members, involves both theoretical and
practical (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 available
for the population and what problems may arise in using it for the particular design and unit
decided upon?
How are refusals and non response to be handled?
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66. Chapter 4
DATA INTERPRETATION
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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 were
selling products of Himalaya Drug Company, and only 2 were not having the Himalaya product
at the time of my survey. This shows that Himalaya is highly reputed in Pharma sector, and it has
good demand in the market.
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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 Good
Interpretation: 60% of the chemist has rated Himalaya best among the available Ayurvedic
medicines, while only 7% said that it is not good. The chemist who rated Himalaya not good are
mostly in the rural areas. They may say this because of low selling.
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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
Response
Interpretation: 30% of the chemist said that Himalaya gives good result in the long time, and its
effectiveness is good comparing to other competitors in the market. 30% chemist during the
survey said that it responses slowly. Because Himalaya is a Ayurvedic medicine and it is
recommended for long use by the medical practitioners or doctors. Although it responses slowly
it is effective for life time or long time.
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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
Knowledgeable
Interpretation: 35% chemist told that product literature given inside the is easy to understand
and provide sufficient knowledge about the product. A common man cans also the use of product
and its combination by reading the literature.
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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 of
representative 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 of
Himalaya are highly trained and they are very effective in the field.
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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 Based
Interpretation: During the survey chemist told that more than 65% demand is based on the
prescription made by doctors, and 17% Himalaya were sold on the suggestion asked from the
chemist itself by the customers.
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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 Selling
Interpretation: 55% of the chemist told that Himalaya is average selling product at their
chemist shop. Since Himalaya product is mainly used for long term effect and it is prescribed by
the doctors mainly in the critical diseases. 29% of the chemist told that it is high selling product
at their shop. Chemist shops nearby a doctor clinic are noted as the high seller of the Himalaya
product, mainly near a physician.
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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 Forte
Interpretation: Chemist told that 36% was Liv-52 among the Himalaya drugs they sale. 28%
was Rumalaya Forte in the Himalaya group.
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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 Himani
Interpretation: 36% of the chemist the told that Dabur is the closest competitor to the
Himalaya. Only 4% recommended Himani as the competitor for the Himalaya. Other two major
competitor for the Himalaya is the Baidyanath and Zandu.
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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 Gifts
Interpretation: Reasons for satisfaction of the chemist depend upon the location, size, and
availability of doctor near the chemist shop and mainly upon the nature and personality of the
chemist. They are highly satisfied with the margin and discounts given by the company to them.
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77. Table 11: Satisfaction level of Himalaya with its competitors-
Company Highly Satisfied Satisfied Neutral Dissatisfied
Himalaya 60 20 05 15
Dabur 70 10 03 17
Baidyanath 38 25 11 26
Zandu 25 50 05 20
Himani 15 11 60 14
Chart Title
70
60
50
Highly Satisfied
40
Satisfied
30 Neutral
20 Dissatisfied
10
0
Himalaya Dabur Baidyanath Zandu Himani
Interpretation: The closest competitor to Himalaya is Dabur. 70% of the chemist are highly
satisfied and 10% were satisfied with their business of Dabur. While 60 % of chemist are highly
satisfied and 20% were satisfied with the business of Himalaya.
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78. Table 12: Effective customer with respect to age group-
Age Group % Customer
0 – 20 17
21 – 40 15
41 – 60 33
61 - Above 35
Classificationof customer based on the age
group
40
35
30
25
20 Classificationof customer based
15 on the age group
10
5
0
0-20 21-40 41-60 61-Above
Interpretation: According to the chemist customer asking for the Himalaya medicines are
mainly in the age group of 61 & above with a percentage of 35. Customers among the age group
of 41-60 are on 2nd position with a contribution of 33%.
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