The document discusses Yarshagumba, a rare Himalayan fungus used in herbal teas and medicines. It has various health benefits and its price rose 900% between 1998-2008. The document outlines Everest's product lines including herbal teas containing Yarshagumba. It discusses the target market of health-conscious individuals, and positioning compared to green tea, herbal tea, and pharmaceutical products. Marketing strategies include personal selling, advertising, promotions, and ensuring supply meets demand to curb illegal trade and child labor issues surrounding Yarshagumba collection.

2. PRODUCTS
• EVEREST HERBAL HOT TEA
• EVEREST HERBAL ICED TEA
• YARSHAGUMBA PACKAGE

3. YARSHAGUMBA
• Popularly known as Cordyceps Sinensis
• Kind of the fungi similar to horsetail
• Lives in alpine grass and shrub lands on the
Tibetan Plateau and the Himalayas at an altitude
between 3,000 and 5,000 m
• Literally means “summer plant and winter insect”
in Tibetan.

4. Uses of YARSHAGHUMBA
• Diseases of the respiratory system.
• Kidney troubles &Heart problems
• Insomnia, fatigue, stress, and afflictions of the
nervous system.
• Acute and chronic hepatitis, cirrhosis, and tumors
of many kinds.
• Himalayan Viagra

5. Situational Analysis

6. Price Growth
The price of Yarshagumba has risen basically by 900% between 1998
and 2008, an annual average of over 20% (after inflation).
Source:http://en.wikipedia.org/wiki/Ophiocordyceps_sinensis
In 2011, the value of Yarshagumba was estimated at about
$25,416 or NPR 20,33,280 (1US$=NPR 80) per kilogram.

7. Market Trend and Growth
Analysis in Thailand
Market Size and Growth of Non-Alcoholic Beverages in Thailand—Retail Off-Trade Value RSP $US
Source: euro- monitor, 2010

8. SWOT ANALYSIS
STRENGTHS
• Unique and highly beneficial in terms of health
• Entire supply chain management
• Financially stable
• Control over the Raw materials
WEAKNESSES
• Difficult to commercially cultivate and harvest
• Seasonal and not easily available
• Various Ethical issues :child labor, smuggling
OPPURTUNITIES
• Few players marketing Yarsagumba products
• Huge market for health conscious customer
• Ability to develop many long-term customers
THREATS
• Different cheap green tea products that are easily available commercially
• Many cheap energy drinks and inorganic sex enhancing drugs available
• Exchange rate fluctuation
• Weather

9. Target Market
• People seeking health improvement.
• Athletes/Sportsmen-for e.g. Olympics in china
• People seeking natural way for enhancing sex
drive
Age group:
25-35 yrs: Sports person, health conscious
35-45yrs:Lack of sex drive, health conscious
45+:Health conscious, tea lovers

10. Market Positioning
• Green Tea
• Herbal Tea
• Pfizer product(i.e. Viagra)

11. Market positioning strategy

12. PRODUCT LINE
EVEREST HERB HOT YARSHAGUMBA
TEA PACKAGE
EVEREST HERB ICED
TEA

13. BRAND STRATEGY

14. Pricing Strategy
400 120
THB THB
13000
THB
4000 170
THB THB

15. Bangkok
Pattaya

16. Future Planning
•Emporium
•Terminal 21
•Siam Discovery
•Central Plaza Rama 9.
•Future Park
•Other countries

17. Marketing Tools
•Personal Selling
• Preparing News letter
•Developing a Website
•Placing Hoarding board
•Trade Fairs

18. Advertising in
local news paper Social media

19. Brand Building
Product Logo and Tagline
Everest Card

20. Brand Building
Ambience of the Outlets

21. Brand Building
Promoting as a Health Related Product
Using Philanthropy as a means of Promotion
Corporate Social Responsibility

23. WHERE DO WE GET
YARSHA
GUMBA

24. FROM THE REGION OF
REMOTEST NEPAL
POOREST
AND
BACKWARD

26. BENEFITS OF
YARSHA
GUMBA

27. ANTI TUMOR PROPERTIES
SEXUAL POTENTIATOR AND
IMMUNE SYSTEM STIMULATOR THE LIST
RECOVERY FROM CHEMOTHERAPHY GOES ON
…….

28. PRESENT SCENARIO OF
YARSHA
GUMBA

29. DEMAND IS HIGHEST IN
CHINA KOREA TAIWAN VIETNAM
THAILAND

30. BUT THIS COMES WITH
A PRICE TAG

31. OF SMUGGLING
OF ILLEGAL TRADE

32. AND THEN
WITH 7
LIVES OF FARMERS
WHO WERE KILLED
DURING FORAGING OF
YARSHA GUMBA, JUNE
2009

33. • AS LONG AS THE SMUGGLING
CONTINUES
THE SITUATION WOULD GET WORSE DAY BY DAY.

34. SCHOOLS ARE DESERTED BECAUSE
CHILDREN GO TO LOOK FOR
YARSHA GUMBA TO EARN MONEY
CHILD LABOR

35. ONLY WAY TO
THIS BLOOD TRADE IS

36. BY USING
THE LAW OF EFFICIENT
ECONOMICS:
DEMAND & SUPPLY

37. MAKE SURE
THE
SUPPLY REACH
DEMAND
AS FAST AS POSSIBLE

38. WE DO THIS BY
CREATING
A SPOT MARKET
IN DOLPA

39. FOR THIS WE NEED
1 ROAD AND
COMMUNICATION
ACCESS TO ONE OF THE
REMOTEST PLACE
ON EARTH.

40. FOR THIS WE NEED
EDUCATION
2 FOR LEAST
PRIVILEGED
PEOPLE

41. FOR THIS WE NEED
3 SUSTAINABLE
DEVELOPMENT

42. For every $1 we make,
40 cents goes for this project.

43. Be a better human being,
believe in what you believe

44. Don’t let the power of
YarshaGumba
be the next

45. BLOOD DIAMOND

46. Supported By:

47. Cost of Product
$3334
$200 $250
$200
$12
Cost of Product $3996
Market Value $15000+

48. Marketing Budget
4,455,720
Baht
304,000
Baht 2,000,000
Baht
200,000
Baht

49. Corporate Social Responsibility

50. Financials
In THB Total (Realistic)Total Total(Optimistic)
(Pessimistic)
Tax (30%) 8,710,209.629 5,585,116.942 11,835,302.32
Net Earning after Tax 20,323,822.47 13,031,939.53 27,615,705.4
Transferred to 8,129,528.987 5,212,775.812 11,046,282.16
Development of
Yarsagumbha (40%)
Retained Earning 12,194,293.48 7,819,163.718 16,569,423.24

51. Quotes on Evaluation and
Control
"Measurement is the first step that leads to control and eventually to
improvement. If you can't measure something, you can't understand
it. If you can't understand it, you can't control it. If you can't control it,
you can't improve it."
- H. James Harrington

52. Evaluation & Control
Annual Plan Control
- Sales Analysis
- Market-share Analysis
- Marketing Expense-to-Sales Analysis
- Financial Analysis

53. Profitability Control
• Product
• Territory
• Customer

54. -Niche Market
- 2 Stores in Thailand
- Improve Health Condition
- Himalayan Viagra
- CSR