1. INTRODUCTION & RESEARCH METHODOLOGY

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”

– David Ogilvy

1.1 INTRODUCTION

Market Research is a key aspect of the success of any product that hits the market. It is not only useful

before launching the product but also crucial after the launch. The pre launch research can determine

how the consumer behavior is likely to be in that particular market, while the post launch results tell us

how well the predictions have been. This internship project is primarily based on the market research

of Zandu’s Generic Products Portfolio, which was acquired by Emami in late 2008. The prime

objective of this project is to compare the portfolio with that of its competitors and carry out a thor-

ough Gap Analysis.

1.2 PROJECT OBJECTIVES

1. Market analysis: To study the Ayurvedic Generic Universe in detail.

2. Market Research: Since there is no organised source for market data, the study will be largely

based on primary research. This includes various surveys and feedback from Ayurvedic

Doctors, Retailers and distributors.

3. Gap Analysis: Product portfolio – To find out the gaps in Zandu’s product portfolio (SKUs)

compared to that with the competitors.

4. Gap Analysis: Pricing – To analyze the pricing of Zandu’s products compared to that of

competitors and give necessary recommendations.

5. Gap Analysis: Distribution Structure – To study how Zandu’s distribution system is different

from that of its competitors and give recommendations.

6. Gap Analysis: Market Working Pattern – To study the market working pattern of Emami’s

field personnel with respect to competitors like Dabur and Baidyanath.

7. Gap Analysis: Packaging – To study the packaging of Zandu products compared to that of

competitors.

8. Gap Analysis: Promotional Activities – To compare Zandu’s incentives, schemes and

marketing activities with respect to competitors.

1.3 RESEARCH METHODOLOGY

The project is largely Market Research based and involves primary research along with some

secondary research. The primary research involves the surveying of Medical Stores which includes

purely ayurvedic stores as well as ayurvedic + allopathic medical stores. Another significant part of the

primary research involves surveying some Ayurvedic practitioners. The secondary research involves

searching the internet for articles related to Ayurveda in general, competitors’ news, industry news etc.

1.3.1 PRIMARY DATA

Primary Data shall consist of the answers obtained after questioning the Medical Retailers and

ayurvedic doctors. The data shall be used to gather information about consumer behavior, the buying

pattern, the brand awareness etc. of Zandu’s generic ayurvedic medicines. Primary research forms a

major junk of the work in this project as very little data is available on the internet or journals and

research reports.

1.3.2 SECONDARY DATA

Secondary data shall consist mainly of the data obtained through internet, news articles, journals and

reports etc. The data shall be used to gather general industry news and pattern, competitor news and

latest happenings in the sector, consumer behavior and effects of external climate on the same.

Secondary research is a small part of the project as not much data is available through external sources.

The whole Research Methodology can be summarized as follows:

FIGURE 1: RESEARCH METHODOLOGY FLOW DIAGRAM

1.3.3 LIMITATIONS & SCOPE

The Geographical scope of the project covers Kanpur only and hence the perceptions, tastes, con-

sumer behavior and observations are limited to this geographical area. Due to the varied nature of

the ayurvedic industry from state to state, it is difficult to give out a ‘One Size Fits All’ solution.

Hence, the results of the gap analysis are of significant importance, largely to retain the stronghold

in Kanpur.

Primary Research

• Medical Stores

• Ayurvedic Stores

• Ayurvedic Doctors

• Distributors

Secondary Research

• News Articles

• Industry News

• Competitor News

• Reports

Analysis & Interpretation

• Market Analysis

• Gap Analysis

• Pricing

• Distribution

• Promotion