This document summarizes a marketing presentation for NirDosh, a herbal non-tobacco smoking device created by Maans Products, a family-owned business in Ahmedabad, India. The presentation covers the company and product background, manufacturing process, marketing strategy using the 4 P's framework, segmentation, targeting, positioning, SWOT analysis, competitors, suggestions, and recent developments. The owner was inspired to create a healthier alternative to tobacco products using ayurvedic herbs.

1. MARKETING MANAGEMENT
PRESENTATION ON
NIRDOSH : A HERBAL NON
TOBACCO SMOKING DEVICE
BY:
Asha Pakki(38)
Sneha Thakur(52)
Bidisha Banerjee(10)
Dipinthi Chakrabarti(16)
Jaya Krishna(23)
Sree Rekha(40)
Y.Poornima(60)
Nishant Bhargav(39)
Vinay Sharma(59)
P.J.Sudhir Raja(22)

2. COMPANY PROFILE
COMPANY NAME : MAANS PRODUCTS
LOCATION : Ahmedabad
TYPE :Family owned proprietary organisation
OWNER: Mr.Natvarlal Bhavsar
INDUSTRY : Bidi Manufacturing
PERIOD OF BUSINESS : two decades
TOTAL SALES VOLUME : 10 lakhs per year.

3. NATURE & FAMILY BACKGROUND
Mr.Bhavsar introduced the idea of a non tobacco smoking device.
Simple man
Educated
Visionary
Good contacts
Dedicated
Wise
Innovative
Risk taker
Family :
2 sons and 1 son who was a cousin.
Elder son graduated in b.com
Younger son did a vocational course in sales and marketing
management.

4. ASSETS OF THE COMPANY
Shop in Gheekanta Road
Large area accommodating seating for 30 to 40
people for manufacturing purpose
Two scooters
Some Furniture like chair , table , wooden
shelves, table fan.
Large area for storing raw materials and finished
products.
Machinery worth ten thousand rupees.

5. IDEA OF THE PRODUCT
Was interested to come up with a non tobacco herbal ayurvedic non
smoking device.
This concept struck him when he was asked to use certain ayurvedic herbs in
the beedis that he manufactured.
With the knowledge of ayurveda and some experts , he experimented.
The outcome was a perfect mix of 14 herbs to form a herbal smoking
product.

6. MANUFACTURING & PACKAGING
Manual initially and later shifted to mechanical
manufacturing
Hygienic Conditions
Powder stuffed in the stick
Later stuffed with granules.
Was conical in shape and later upgraded to the
cigarette form.
Earlier tendu leaf was used which was replaced
with the paper.
Herbal coloured paper was used.

7. INGREDIENTS

8. BENEFITS OF NIRDOSH
•Helps body's defence mechanism work against diseases
•Real rejuvenator
•Induces a sense of well being & helps concentrate mind due to herbal contents
•A throat cleaner, thus enhances sonoritya singer's voice
•No nicotine- no harm to the health
•No paper to burn-no harm to the health
•Long-lasting pleasant smell of smoke

9. MARKETING STRATEGY
Research
Policy
development
Implementation
• Market Survey
• Data Analysis
• Attractive Packing
• Reasonable Pricing
• Effective Promotion
• Product Differentiation
• Price Differentiation

10. THE FOUR ‘P’ CONCEPT

11. PRODUCT & PLACE
•Raw material
•Filter Wrapper
•Pack
•Pack Insert
•Brand Name
•Print content on the pack
•One main outlet in Ahmedabad
•Various other towns and cities of India
•Sales also in US and UK
•Through VPP
•Resales

12. PRICE & PROMOTION
•Initially it was priced at Rs.2.50 a pack of ten sticks.
•In 1989 , the price was revised to Rs.5 per pack of ten sticks.
•Presently , in India it is priced at Rs.35 a pack of ten sticks.
•It is priced at Rs.50 a pack for online sales and also holds the same price for
export shipment.
•Discount available on bulk orders.
•Newspaper College Promotion
•NGO’S Outdoor publicity
•Leaflet Distribution
•Door to Door Marketing
•Quantity discount scheme
•Price Differentiation
•Coupons Premium
•Speeches Seminars
•Events Sales meeting with the retailers

14. SEGMENTATION
•Demographically male population is considered
above the age of 18 years.
•Geographically rural and urban areas were
considered and emphasis was laid
on rural population since it was more in
comparison with the urban.
•To attract smoking population.
•Caters to the patients of various ailments
• Smokers were also targeted.

15. TARGETTING

Mainly for Medical Use

Chain Smokers and Addicted People

Senior Citizens

Occasional and New Smokers

Youngsters who are more prone to smoke

People working in MNCs

16. POSITIONING
•This product has been positioned as a substitute for the harmful
cigarettes in the minds of the smoker.
•The similarities between the appearance of the cigarette pack and
Nirdosh has built up sales across various people.
•This product has been advised by the doctors as a remedy to various
diseases.
•This product has been suggested for improving the health of a patient.
•This product has been also designed such that it is accepted by the
modern people.
•How not to Position it?
-Not a medicine
-Not a cigarette
Position it as :
-Nicotine Free
-Tobacco free-Herbal Filter
-Herbal Puff Inhaler

17. SWOT ANALYSIS

18. STRENGTHS
•Unique product in offering
•Accepted by the society
•Social cause to reduce nicotine content
•Innovative
•Healthy
•No nicotine content
•Monopoly
•Fights diseases
•Doesn’t harm passive smokers
•No side effects

19. WEAKNESS
•Seasonal availability
•Scarce resources for investment in
equipment
•Lack of funding to initiate mass
production.
•Lack of marketing strategy.
•Lack of SCM
•Smoking restrictions
•Smokers addicted to tobacco

20. OPPORTUNITIES
•Can cater to a much wider audience
•International interests and customers
•Can spread business properly nationwide
•Explore more options by maintaining quality standards
•Ayurveda can be accepted outside India.
•More collaboration with social houses and
government is possible
•Huge market potential
•Less price compared to medicines

21. THREATS
•Not Patent Righted
•Seasonal raw materials
•Production maximisation requires improvised technology
•Competition from cheaper cigarettes.
•Lack of intent and effort will reduce the growth flow.
•Low profit margin
•Conservative thinking
•Logistics

22. COMPETITORS
1)ITC (India Tobacco)
2)VST (Vazir Sultan)
3)GTC (Golden Tobacco)
4)Godfrey Phillips
5)National Tobacco Company

23. SUGGESTIONS
•Increase awareness of benefits of this product among
people
•More promotion can influence the customer
•Appealing packaging can be used
•Developing a strong distribution channel
•To improve the value chain
•Advertising
•Raise funds for the development
•Effective use of tag line
•Change in human perception
•Proper circulation of the product
•Promote through hospitals

24. RECENT DEVELOPMENTS
• Nirdosh is the largest Herbal Cigarettes provider and world's
leading cost
effective company with adopting an innovative and ultra
modern concept
of smoking.
•Presently it has a good customer base of 2500 National and
International Satisfied Clients.
•Online orders have increased drastically over the years
•Nirdosh has been ranked amongst the top ten selling cigarettes
by Yahoo.com , Google.com and Yahoo.co.in.(source
:www.herbalcigar.com)