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PROJECT REPORT ON
“Marketing Strength of Himalaya Herbal Healthcare”
Conducted at
(Session : 2013-2014)
St.Xavier’s College
jaipur
CERTIFICATE
To the best of my knowledge, it is the Original piece of work and the project
is fit for the submission in partial fulfillment of the degree of BBA.
DECLARATION
I Jayanti Bhandari student of BBA II Year of St.xaviers College I hereby declare
that the report entitled “HIMALAYA HERBAL HEALTHCARE” is
submitted by me in the line of partial fulfillment of the course for Bachelor of
Business Administration degree.
I assure that this project is part of my own efforts and that any other institute
for the award of any degree or diploma has not submitted it.
(Jayanti Bhandari)
PREFACE
Training is the essence for the practical orientation of the professional
studies undertaken and without practical training one cannot understand
the real basics and theoretical application in practice and everything just
goes in vain.
ACKNOWLEGDMENT
It gives me great pleasure to express my boundless sense of gratitude to
each and every person who directly or indirectly helped me with hand in
hand completing the humble piece of work .
JAYANTI
BHANDARI
INDEX
PARTICULARS
1. Introduction
3. Products
4. Research Methodology
5. Environmental Analysis
7. SWOT Analysis
8. Conclusion
10. Bibliography
11. Appendix
INTRODUTION
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.
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.
A classic Ayurvedic text, that parallels the time frame of the Atharya Veda, is
the Charaka Sanhita. 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 Sanhita, contributed to modern medicine the
discipline of plastic surgery.
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.
Ayurveda at Himalaya:
At Himalaya, research begins with raw herbs chosen from traditional texts and
from observations and experiences of indigenous plants. Our team 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.
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 developing and evaluating new drugs and therapies.
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.
Ayurveda has to live unto the expectations; otherwise we have the risk of
getting washed out forever. Hence, Ayurveda needs immediate and extensive
reorientation to gain scientific credibility, as this traditional old system of
medicine if given the opportunity, is poised for an unprecedented expansion
globally.
There is, therefore, a need to transform Ayurveda into a dynamic, scientifically
validated and evidence based which takes its roots from rich knowledge base
of oral
The quality of raw drugs used in manufacturing as well as the finished drugs of
Ayurveda and other traditional systems from India are seen with a suspicion.
We need to reassure our global partners by providing them evidence of
medicines we prepare in terms of reproducible efficacy and standardization.
Some of the reasons for our unpreparedness are: Lack of good teachers and
good institutions of Learning. Barring a few Banaras Hindu University
(Varanasi), Gujarat Ayurvedic University and National institute of Ayurveda,
Most of the other colleges are either just average or even below the acceptable
limits.
There has been a gradual change in the attitude although much slower than the
time demands. Government of India has started the task of finalizing the
Ayurvedic pharmscopoeia of India (API) of which volume I part I – VI has
already been published which cover around 326 herbs.
The API gives specifications of the raw herbs standards to be adopted by the
industry. In fact, the Industry has to come forward for phyto-chemical profiling
of each of the herb used in their manufacturing facilities.
Much more difficult is the need to identify at least one biologically active
marker compound. Unless and until you have the bioactive marker, no
pharmacokinetic studies or bioavailability studies are possible. This is a
challenge as it has also come as an obstacle for the registration of Ayurveda
product as medicines in most of the countries.
A professional of Ayurveda often blame the industry for not selling its goods
abroad as medicines and gets the products registered as food supplements. But
till you meet the drug norms, you cannot register them as medicinal products
or drugs.
Facilities of testing the raw materials as well as the finished products have to
be made available to the small manufacturers who cannot afford expensive
research laboratories. This can be done either by a consortium of Ayurvedic
industry or by the initiative of the Government plants.
This is all the important as smaller Ayurvedic industries cannot afford to have
in house facilities for testing and product development. Contract research and
other facilities agencies need to be encouraged by providing them with single
window clearances. Financial assistance for contract research organization and
research laboratories exclusively working for Ayurvedic industry also need to
be assisted financial for the promotion of indigenous system which have till
date been ignored.
The research going on in Ayurvedic colleges, Ayurvedic institutes and other
allied discipline like Pharmacy colleges. Chemistry department, Medical
colleges, all need to be reviewed by one single agency and the best of the
research need to be published in indexed journals.
All these University researches may not have been the best ones but for sure
will give us leads in many areas of healthcare. With too strict and stringent
regulation, the Ayurveda industry which is still in its infancy will be
discouraged to grow.
That is what has been happening since last 2-3 years. Every month or two,
there is a new regulation for this nascent industry. The industry is not against
any regulations, but bringing in regulations one after the other in quick
succession keep a very small window for the industry to operate. What was
unregulated for centuries should be regulated in a phased manner.
Some of the Stalwarts in industry put this as the foremost reason for the non
starter of Ayurvedic industry’s growth. Export Certification of Ayurveda and
other herbal products by the Government Agencies has been a long pending
demand of the industry.
This will increase the creditability of the Ayurvedic industry abroad. Even the
local certification for the domestic market will do wonders for the
manufacturer as well as in winning the confidence of the consumer.
The Himalaya Drug Company was founded in 1930 by Mr. Manal with a clear
vision to bring Ayurveda to society in a contemporary from and to unravel the
mystery behind the 5000 year old system of medicine.
This included referring to ancient Ayurvedic texts, selecting indigenous herbs
and subjecting the formulation to modern pharmacological, toxicological and
safety test to create new drug and therapies.
Seventy seven years ago, on visit to Burma, Mr. Manal saw restless elephant
being fed with a root to pacify them. The plant from which this was taken is
Rauwolfia serpentine. Fascinated by the plant’s effect on elephant, he had it
scientifically evaluated.
After extensive research, ‘Serpina’, the world’s first anti hypertensive drug,
was launched in 1934.
The legacy of researching nature forms the foundation of Himalaya’s
operation. 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.
MISSION
VISION
Since its inception, the company has focused on developing safe natural and
innovative remedies that will help people lead richer, healthier lives. For
future, Himalaya products have been endorse by over 2,50,000 doctor around
the globe and consumer in over 59 countries rely on Himalaya for their health
and personal care needs according to annual report of Himalaya drug company
Ltd, 2011.
Company reached the highest rank in next two years in the global level.
LOCATION
Starting off operations in Dehradun way back in the 1930’s, the company later
spread its wings to Mumbai and across the country. In 1975, the company set
up an advanced manufacturing facility in Makali, Bangalore, India, in which
today houses the Corporate Headquarters.
In 1991, the company relocated its R&D facility to Bangalore. The company
manufacturing facility at Makali has the largest tablet coating unit in the
country.
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 Himalaya is the sources of many of the herbs that are used in
our products makes our brand name all the more appropriate.
The Himalaya logo is a visual definition of its brand identity. The leaf that
forms the crossbar of the letter H evokes the company focus on herbal
healthcare. The teal green represents proximity to nature, while the orange is
evocative of warmth, vibrancy and commitment to caring.
The Himalaya brand carries with it the promise of good health and well being.
PRODUCTION
Himalaya produce 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
company prides itself on being environment friendly.
The manufacturing plant uses automatic, high speed punching, coating and
filling machines. The table coating facility is one of the largest in India. The
plant can produce nearly 5 billion tablets and 60 million bottles of liquids
annually.
RECOGNIZATION
In March 2001, we were granted a “Good Manufacturing Practices (GMP)”
certificate, issued by the Licensing Authority, Directorate of Indian system of
Medicine, Bangalore. Himalaya is the first Ayurvedic facility to get GMP
certification in the country.
We are the only phytoh-pharmaceutical company whose Ayurvedic product,
LIv.52, a hypoto-proactive formula, is registered as a pharmaceutical specialty
in Switzerland. Our R&D wing has been recognized as a research center by the
Rajiv Gandhi University of health sciences, Karnataka, India.
QUALITY ASSURANCE
Formulation of products
Research Activities
Pharmacognosy
Establish bona fides of herbal material through morphological and
microscopic studies.
Maintain herbarium of phyto-medical materials.
Formulation and development
Pre-formulation studies to check the biochemical action of ingredients.
Trials to assess safety and efficacy of formulation.
Standardize processes for uniform quality.
Immune pharmacology.
Study the mechanism of drug action at a molecular level.
Attempt to understand the endogenous mediators involved in the
activity.
Development immune protective agents to counter opportunistic
infection in AIDS
Substitute work with vitro cell line models for in vivo experiments.
Veterinary pharmacology
Study the safety and efficacy of veterinary formulation in experimental
and clinical trials on different animal species.
Study the mechanism of action in the formulations.
PRODUCTS
Himalaya’s product can broadly be categorized into three main ranges, viz.
Pharmaceuitical
Personal care
Animal Health
(Health Care, Oral Care, Hair Care, Skin care and Baby Care)
Himalaya herbal health care has used its wealth of knowledge and research in
natural herbal remedies. The range comprise of fairness cream, soap free face
washes, facial cleansers, face toners, moisturizers, soap free shampoos,
conditioners, hair loss control. Foot care multipurpose creams, skin nutrients,
dandruff control, anti stress cough & cold relievers oral care and baby care
products.
Health Care:
Pain Balm, Cold Balm, Ayurslim Capsules, Daily Health capsules, Acne-n-
Pimples cream, Foot care cream, Antiseptic cream, Pain Massage oil, Muscle
& Joint Rub, Pure Hands, Anti Stress Massage oil, Chyavanaprasha, Honey
and Teas etc.
Hair care :
Anti Dandruff Hair Shampoo, Anti Dandruff Hair oil, Protein Conditioner,
Protein Hair Cream, Hair Loss cream, Revitalizing Hair poil, etc.
Baby Care:
Baby Cream, Baby Lotion, Baby Powder, Diaper Rash Cream, Gentle Baby
Shampoo, Moisturizing Baby soap, Nourishing Baby Oil etc.
RESEARCH METHODOLOGY
Area :- Jaipur
Segment Marketing
Individual Marketing
Niche Marketing
Local Marketing
TYPES OF RESEARCH
The scope of this study is limited confined to only one company and due to
limitation of time I was able to cover response of selected customer group from
Jaipur city .
LIMITATIONS OF STUDY
A limitation is the weakness point of the anything like study. Some kinds of
limitations are as followed:-
The performance of a company depends on its sales and its sales depend upon
the marketing environment that influences its marketing activities. The
marketing activities of an organization focus on satisfying customer needs.
Customer needs and wants are again the environment. Therefore, the demand
of a product is also affected by the environment, in which the organization
functions. With the marketing environment becoming increasingly dynamic, it
is necessary for firms to keep pace with the changing environment.
The marketing environment consists of the forces that are external to the
marketing function of an organization but influence its marketing abilities, in
dealing with customers.
In the watch segment, Titan with its vast range of products and marketing
strategies took away HMTs market share. Therefore, it is very important for
organization to understand the environment, and the forces that may affect
them and change the competitive scenario.
Competitive Forces
For example, the government had total control over the telecom sector, with
BSNL and MTNL being the only players, before this sector was opened to the
private parties.
Today’s, there are a number of players in the market and the market dynamic
has totally changed due to the competition. A large number of innovations have
taken place in this sector in the last few years.
Human
Resources
Production
Facility
R&D
Financial
Company Image
Firm Suppliers
Marketing
Micro Intermediaries
Environment
Customer
External
Environment
Demography
Macro
Legal
Environment
Political
Technologic
al
Socio
culture
Economic
Monitoring Competition
Marketers must study the action of major competitors, as this will help them
assess the performance of their marketing strategies vis-à-vis the competitors
and recognize the strengths and weaknesses of their strategies.
Segment Marketing
Individual Marketing
Niche Marketing
Local Marketing
Segment Marketing
The marketer then has to provide flexible solutions to the segment. Sometimes
marketers target more than one segment when it is not economically feasible to
design products and services for individual segmentation.
However, the focus of segmenting the market will provide enhanced service to
the customers by offering customized products that will satisfy the needs and
wants of customers in that particular segment to a large extent.
It segmented the market on the basis of the level of purity required by and
targeted people who wanted 24 carat gold unlike the gold being sold by other
conventional jewelry stores. Another very good example is Oyzterbay.
It segmented the market on the basis of the usage of jewelry and targeted the
segment. Which no other jeweler had targeted, with its daily wear jewelry
priced between, which no other branded jeweler had targeted.
Individual Marketing
Niche Marketing
These smaller market segments should also be profitable. The market segment
when further divided into sub-segments to identify and cater to the unsatisfied
needs of a small group is called a niche.
Generally, a niche is a small segment of the market that has some specific
unsatisfied needs. The fundamental difference between a segment and a niche
is that a segment is usually a broader marketplace where many competitors
operate.
For example in the mid-size car segment, we have Maruti Zen, Alto, Wagon R,
Tata Indica and Fiat Palio to name a few. A niche is a comparatively smaller
segment like the DCM Benetton which will have a limited customer base
because of its specialized product offering.
Certain other products can also be classified into niches such as wristwatches
like Cartier, Gucci and TAG Heuer etc. for niche marketing to be successful, a
company should understand its strengths and weaknesses its customers and its
competitors.
The firm should also clearly differentiate itself from its competitors. The
company should not introduce products that compete with its own products in
the markets.
The company should try to enhance its product and service offering and
develop good relation with all those concerned, so that it becomes difficult for
others to enter the industry.
The company should develop suitable marketing strategies and be alert to new
product and market opportunities.
Local Marketing
Most marketers who have a global presence tend to offer customized products
to suit the local market. ‘Think global act local has been a buzzword.
McDonald’s entered the Indian market in 1996. Initially, it had burgers and
other related items on the menu which were mostly foreign to the Indian
palate.
Effective segmentation
Measurable
The variable used for the segmentation of the markets should be measurable to
be effective. If it not measurable, the marketer will not be able to find out
whether the segment is worth targeting.
Substantial
When dividing the market into segment a marketer should take enough care to
see that each segment consists of an adequate number of customers worth
catering to. It should be big enough to make economic sense.
Accessible
The segment of the market that a trying to target should be accessible to him.
The appropriate selection of the media, its coverage and other factors like the
product distribution facilities play a major role in a marketer becoming
accessible to customers.
The media should be selected in such a way that the marketer can reach the
target segment most effectively and at the minimum cost. Similarly, the
distribution facilities should be efficient enough to reach the target customers
on time.
The product should be available to customers wherever they want it. Therefore,
accessibility to the segment is very important to reach and cater to it. There is
no point producing products for those markets that the marketers are unable to
reach profitably.
Differentiable
Each segment of the market should be different from others in terms of its
needs and wants. Each segment requires different marketing strategies because
it responds to different strategies differently. A motorcycle manufacturing can
segment the market on the basis of usage of the product.
People buying motorcycle for fuel efficiency are different from people buying
them for style and both need different marketing strategies.
Actionable
While evaluating the market segment, a firm must first evaluate the potential of
the segment and also its own ability to tap it. Marketers need to ensure that the
organization objectives are fulfilled while serving a particular segment of the
market.
The result, Philips came out with a new online product targeted at children.
This method of involving the target customers in the process of idea generation
for new products is beneficial for the producers, because the target customers
then tend to be loyal to the company’s product line.
This kind of strategy works well because the level of acceptance of the
products in the market will be high enough to help the company carve out the
maximum market share and stay ahead of the competition.
Single segment concentration for a marketer has its own merits and demerits.
Focusing on a single segment gives the marketers the advantage of high sales,
as he puts all his marketing efforts on that segment and on improving the
product to exactly match the tastes and preference of the customers in the
segment. however, if that segment stop portioning the product for some reason,
the marketer will face serve losses as he had been concentrating on only this
segment.
However, the strategy of targeting a single segment has worked well for some
markets. For example, Mercedes only concentrates on the upper income group
customer.
Selective specialization
In this case, the company specializes in cars but targets a few segments of the
markets. There exists a synergy between the various segments, but it is not
essential that synergy exists between in all cases.
Product specialization
For example, Gillette is famous worldwide for its series of shaving products.
However, there is a risk in product specialization. If a computer develops a
breakthrough technology, the company’s product will be totally replaced in the
market.
Segment interrelationship and super segments
A company that is targeting more than one segment needs to examine the
interrelationship between the segments so that it can optimize its costs and
performance.
Therefore, it targets the super segment rather than individual segment. A super
segment is a set of segments that are similar. Marketers can utilize this
similarity to increase their sales.
5.0 DATA ANALYSIS & INTERPRETATION
Health conscious 51
Both 09
Other 08
Skin
one
Sometimes 31
Never 14
Interpretation: according to the respondents of Jaipur city 55% of people
regularly use the product whereas 31% of people use sometimes and 14% of
people never used the product .
Face 40
Hairs 18
Whole Body 11
Interpretation: according to the respondents of Jaipur city 40% of people use
himalya health care products on face , 18% on hairs whereas 31% on legs and
hands and 11% of people uses on whole body
Q.4 Do you believe in Ayurvedic care products for your skin care or
health care?
Yes 45
No 38
Sometimes 17
Interpretation: according to the respondents of Jaipur city 45% of people
believes in ayurvedic care products whereas 38% people don’t believe in
ayurvedic products and 17% people believes sometimes .
Q .5 Do you believe that modern skin care products leave side effects after
a span of time?
Q.5 DO you believe that modern skin care products leave side effects after a
span of time ?
Of course 26
No 59
May be 15
Q.6 have you heard the name of Himalaya and availability of its products?
Yes 42
No 36
Didn’t know 22
Interpretation:. according to the respondents of Jaipur city 42% of people are
aware of himalya products while 36% are unaware of the product and 22%
were silent .
Yes 47
No 36
Later 17
Interpretation: according to the respondents of Jaipur city 47% people are
willing to know about the product , 36% of people are not interested and 17%
of people have left it on later.
Q.8 Do you agree that the company Himalaya has a huge market potential
to grow and avail its Ayurvedic products?
Huge 54
Sufficient 34
Yet to be achieved 12
Interpretation: according to the respondents of Jaipur city54% of people says
himalya has a huge market potential to grow while 34% of people says it is
sufficient and 12% people says that it is yet to be achieved .
Q.9 Do you agree that today no company is 100% guaranteed about the
successful applications of their products?
Yes 71
No 20
May be 09
Interpretation: according to the respondents of Jaipur city 71% of people
guaranteed abot the project while 20% of people do not guaranteed and 09% of
people are neutral.
Q.10 Which of the following you would like choose primarily for you
health and skin care?
Ayurvedic products 52
Both 13
Interpretation: according to the respondents of Jaipur city 52% of people will
use the ayurvedic product while 35% of people prefer using non ayurvedic
products and 13% of people refer both ayurvedic and non ayurvedic
.
SWOT ANALYSIS
Strengths
Weaknesses:
Opportunities
Threats
CONCLUSION
There is a great market potential for the company Himalaya and is entire range
of products to be sold in the market.
Since this is indeed true that people are not very satisfied with the use of the
present variety of health and personal care products.
What I got to know the most that due to immense pollution and scorching heat
killing skin and health people are more health conscious and more skin
conscious from the recent past.
There do not mind spending a lot more money in parlour to get look beautiful
and thus they need to be aware with the company products.
RECOMMENDATION
A. Company should focus on sales promotion and publicity measures such
as advertisement in TV, newspaper etc.
B. Company should employ best marketing and sales personnel and
professional who assist it growing company.
C. Since the market potential is tremendous therefore company should
focus on developing customer oriented awareness campaigns and
programmes so that they may well versed with respect to the company
products and their successful benefits.
D. Company should be make a famous personality whether it be a cricket
star or film star to be the brand ambassador for pushing up the sales and
market company products.
SUGGESTION
A. Regular training and development should be given with respect to new
products being launched and in regard to the market prospect.
B. It is also suggested that company should carry out regular updating by
the conduct of frequent of market survey on different aspects such as about
consumer perception, behavior, market scenario and industry scenario.
C. Company can adopt the simple price policy.
D. They should try to understanding the people about the product’s feature.
BIBLIOGRAPHY
www.himalayahealthcare.com
www.ayurveda-herbal-remedy.com
www.thehindubusinessline.com
www.ciionline.com
www.wikipedia.com
QUESTIONAIRE
Health conscious
Skin care conscious
Both
Sometimes to either one
Q.2 Do you use healthcare products?
Regularly
Sometimes
Never
Face
Hairs
Legs and Hands
Whole body
Q.4 Do you believe in Ayurvedic care products for your skin care or
health care?
Yes
No
Sometimes
Q.5 Do you believe that modern skin care products leave side effects
after a span of time?
Of course
No
May be
Q.6 Have you heard the name of Himalaya and availability of its
products?
Yes
No
May be
Q.7 Do you want to know about it?
Yes
No
Late
Q.8 Do you agree that the company Himalaya has a market potential
to grow and avail its Ayurvedic products?
Huge
Sufficient
Yet to be achieve
Q.10 Which of the following you would like choose primarily for you
health and skin care?
Ayurvedic products
Non Ayurvedic products
Both types
Date: ……….
Place: ……….