company profile
DESCRIPTION
ayurTRANSCRIPT
PREFACE
The student of M.B.A. 1st Sem. (1st batch) has to
undergo project Report as a part of their academic
Course. The “MARKETING STRATEGY OF AYUR
HERBAL” is a part of this project. The main purpose
of undergoing such a searching is to know the
Marketing Strategy of Ayur Herbal.
This report is preferred as the “MARKETING
STRATEGY OF AYUR HERBAL”. The searching
was conduct of the Ayur website. This report
presents the introduction of management profile of
Ayur HERBAL along with data analysis, interpretation,
limitation, suggestion and conclusion. The field
searching was conduct with help of questionnaire,
personal information of Ayur HERBAL through the
Internet.
The main purpose of this searching is to
determine the facilities of the Ayur HERBAL in India
& all over world.
DECLARATION BY THEDECLARATION BY THE CANDIDATECANDIDATE
Date………….
I declare that the Project report titled
“MARKETING STRATEGY OF AYUR HERBAL” is
my own work conducted under the Supervision of
Mr. Chetanya Kaushik Lecturer, Department of
Business Management, Swami Vivekanand Institute
of Technology affiliated by Dr. Hari Singh Gour
University Sagar.
To the best of my knowledge the report does not
my work, which has been submitted for the award of
any degree, anywhere.
Signature of Candidate
Name: Naveen Patel
Sem. : First Semester
Batch : 1st
ACKNOWLEDGEMENT
I would like to pay my sincere thank to Dr.
Pramesh Gautam Head of Department, S.V.N.I.T.,
Sagar for providing me with the opportunity of doing
the project Report. This report is based on
“MARKETING STRATEGY OF AYUR HERBAL”,
which I will an asset through out may life.
I pay my heartiest thanks to my project guide
Mrs. Jyoti Pandey, Mr. Manish Shrivastava,
Miss. Stuti Nigam & Mr. Chetanya Kaushik,
Lecturer whom I always found supporting me at
times when I was in trouble. He is very supporting
and helping, without his I would not have been
completed my project report successfully.
At last I would like to thank all staff members of
my department, parents and friends for this kind
support and suggestions.
C E R T I F I C A T EDATE…………DATE…………
The period report title “MARKETING STRATEGY OF AYUR
HERBAL” prepared by NAVEEN PATEL under the guidance and supervision
of MR. CHETANYA KAUSHIK, Lecturer of S.V.N.I.T. Sagar for the partial
fulfillment of the degree of Master of Business Administration, is satisfactory in
respect of:
Comment by:Comment by: Supervisor:Supervisor: Head of the DepartmentHead of the Department Examiner:Examiner:
1. Contents and 1. Contents and
presentation of presentation of
subject matter.subject matter.
2. Language2. Language
3. Embodies the 3. Embodies the
original work of original work of
the candidatethe candidate
4. Submission 4. Submission
within due datewithin due date
Signature of Supervisor Signature of Head of the Department
Signature of Examiner
INTRODUCTION
Ayur is in Herbal Cosmetics business since 1985 and since its
inception it has been a reflection of customer requirements.
With an objective to become one roof solution for all beauty
and cosmetic problems, Ayur provides a wide range of
beauty cosmetics strictly prepared with herbal components
so that you look great without bothering about any ill-effects
on your skin and hair.
Ayur ensures, always, that the consumer gets his value for
money and this is the most prominent reason behind Ayur’s
successful establishment in domestic market and increasing
impact in other countries. According to Mr. Dilvinder Singh
Narang, the MD.
HISTORY
History of the company spells the triumph of burning desire,
courage to face the entire hardihood en route turning
dreams into a reality and a lot of spadework, of course. At
this time, Ayur has more than 55 variants in Hair, Skin &
Face Care Products. But it all started with a single product-
Hair Removing Wax. 1985 was the year when Ayur wore an
identity of a company with a promise to enhance the beauty
of Indian women and then, women across the world. Avid
success of this single product fuelled this company to
introduce Herbal Hair & Skin Care Products in the market.
Very soon these products became ‘the first choice’ amongst
women seeking for genuine beauty products in the horde of
chemical based beauty enhancing products.
PEOPLE
Ayur’s success story has been scripted by three ambitious
brothers with exceptional expertise.
The eldest brother, S.Raminder Singh Narang, is the
Chairman of M/s Three-N-Products Pvt. Ltd. His expertise and
dexterity has made Ayur a leading brand, to a great extent.
The youngest brother, S.Manminder Singh, is the Managing
Director of M/s Three-N-Products Pvt. Ltd. He may miss the
ball while playing lawn tennis but he make sure not to miss a
ball in business.
The dynamic second brother, S.Dilvinder Singh, is the M.D. of
R.D.M.Traders Pvt.Ltd. His far-sightedness, perseverance &
spadework have helped the Company to achieve
phenomenal success in such a short span of time.
R & DOur research & development domain makes it sure to offer
the quality products, no matter how much pain they go
through for this, and they have no complaints for this. Ayur’s
independent R&D center is divided into different sections to
test, receive and inform. Ayur is well-equipped with foreign
advanced equipments to result in most efficient and quality
products.
The R&D sphere consists of ample experience and strong
ability of scientific research, always giving ways to new
formulas and making imitations according to clients’
requirements, controlling and improving manufacturing
technological process. Ayur’s R&D keeps close scientific
research assistance with the expert dealing with chemistry
and medicine.
PRODUCTS
HAIR OIL
BRAHMI AMLA HAIR OIL
(50ml, 100ml, 200ml)
The active ingredients of this hair oil,
stimulate hair growth, supply vitamin C and
give a cooling effect to scalp.
SOYA PROTEIN SHAMPOO
(100ml, 200ml, 500ml, 1000ml)
Soya provides all the essential proteins
required by thin and delicate hair. It
enriches the scalp to get thick and dense
hair & brings luster, bounce and provides a
protective layer.
PH BALANCE ANTI DANDRUFF SHAMPOO
(50ml,100ml, 200ml)
Relieves the scalp of flaky build-up while
restoring its pH balance. It cleanses
thoroughly but gently and is safe enough for
daily use, maintaining shine and
manageability.
PH BALANCE LEAVE ON CONDITIONER
(50ml,100ml, 200ml)
instantly moisturises hair with rich formula
that locks moisture and activates nutrients
to revitalise each hair follicle without
weighing hair down. It works in four different
ways-Detangles, Gives Extra Sheen, Protects
from UV Rays and prevent greying.
NATURAL HAIR WASH WITH AMLA AND SHIKAKAI
(100gm & 200gm)
A combination of known revitalizing herbs,
that rejuvenate the scalp, stimulate hair
follicle and hence enhance lustrous hair
growth.
SKIN CARE
SUNSCREEN LOTIONSPF -30
(50ml,100ml, 200ml)
Exposure to sun can lead to serious
sunburns, wrinkles and pigmentation. Thus,
this lotion is ultra effective if used liberally
before stepping out in the Sun as it prevents
sunburns, keeping skin soft and smooth too.
HERBAL MASSAGE CREAMWITH ALOE VERA
(80ml, 200ml, 500ml)
Since ages, Aloe-Vera is known for its
medicinal properties. It rejuvenates the skin
with its moisturizing properties. It
counteracts premature age factors,
dehydration and cracking of skin. Aloe Vera
provides soft, smooth and supple skin
forever.
PETROLEUM JELLY
(25ml, 50ml)
Prevents excess dryness of skin. Olive oil
forms an occlusive layer, hence saves loss of
moisture from the skin. Vitamin E is the
most essential vitamin, required for healthy
and glowing skin. This vitamin formula works
wonders on chapped skin, cracked heels,
and ankles.
BODY CARE
TULSI NEEM SOAP
(75gm & 125gm)
Active extracts of Tulsi (anti
bacterial), neem (anti-septic) and
Multani mitti (coolant), imparts a
beautiful, spotless and supple
skin.
SILKY INSTANT BLEACH
(20gm, 70gm, 250gm)
Improves complexion by softening
hair and making them to blend to
the skin tone. It can be used for
dual purpose, for both, body and
facial hair. It has no adverse
reaction. Herbal extract of rose
gives a toning effect to skin, and
hence makes it soft and supple.
HEALTH CARE
AMRIL ARJUN GLASS
Controls blood pressure. Reduces cholesterol to
some extent and purifies blood.
DIA SLIM TUMBLER
A perfect solution for slim look. Presence of
Vijaysar, a natural ayurvedic herb, controls
diabetes & sugar and also burns fat.
MARKETING STRATEGIES
This is grossly inadequate to cover the huge potential for
different products in rural markets. Of course, clients'
reluctance to spend big money for bigger results in rural
markets is because there are no standard performance
yardsticks for judging the efficacy of the rural marketing
efforts.
The TRPs and NRS/IRS data help you determine the efficacy
of TV and press marketing. But there is no study to tell you
what is the ideal cost per contact or what is the ideal number
of eyeballs or footfalls for different rural activities.
But only consider the huge successes of some regional
brands, especially in the FMCG sector, which are giving the
multinationals a run for their money.
Companies like Cavin Kare (Chik Shampoo, Meera Herbal
Powder, Fairever Cream and so on), Anchor (100 per cent
vegetarian toothpaste), Ghadi detergent powder and Power
soap are proof that regional brands can become brands to
reckon with. And don't forget Nirma, the most enduring
example of a brand that began as a regional player and is
now a giant.
According to estimates by the Rural Marketing Agencies
Association of India, the total budget for rural marketing is
only about Rs 500 crore (Rs 5 billion), compared to the over
Rs 13,000 crore (Rs 130 billion) allotted to mass media.
Their communication, be it a simple radio spot or a wall
painting or a theatre film, touched a chord in the target
audience. And, most importantly, their policies were flexible
and they could adopt to fast changing marketing situations.
What should companies do to step up their payback from
rural marketing efforts? Here are some steps that should
help.
People power
Total commitment from top leadership, keeping in mind that
rural marketing is a long-term relationship, is imperative -
the successes of Hindustan Lever [ Get Quote ] and ITC are
proof of this statement. But even more important is the need
for a dedicated task force.
Rural marketing efforts need special mindsets, which many
of the urban-oriented management graduates who are at the
helm of affairs at most organisations do not possess.
A separate marketing and sales vertical headed by people
with passion and commitment to rural marketing and
supported by a field team that can face the rough and tough
of the vast country-side with courage and conviction is a
must.
Ensure the consistency of the team involved in any project,
until the completion of a specific task. Recently, we were
involved with two big clients. In both cases, the teams that
briefed us in the initial stages and participated
enthusiastically in the campaign, were shifted out midway, in
keeping with their companies' policy of shifting and
promoting people.
The teams that succeeded felt no ownership of the
campaigns they had not initiated. What started as a great
rural marketing initiative has been relegated to the dustbin...
the fate of many rural marketing initiatives in the country.
Goals are good
Early on in the campaign, define your objective: is it a
tactical effort to achieve increased sales in specific areas
during a specific time, or do you want to build a strong
equity for your brand in rural India?
Our experience with FMCG companies is that they are more
interested in the first choice. Most of them have previously
appointed vendors who implement the company's ideas
blindly, be they van campaigns or below-the-line activities.
Know your customers
A good place to begin is studying the mindset of your
customers, so you can create a customised plan of action. All
too often, clients insist their knowledge of their customers
(based on studies of urban India) is enough on which to base
an action plan. Our experience shows that the attitudes,
aspirations and fears of rural customers, with regard to
products and brands, is very different from their urban
counterparts.
More and more companies turn to the local haats to sell their
products. While haats offer opportunities to target
consumers from several villages at one place, and to that
extent make your effort cost-effective, ensure that the
people who patronise these haats are the kind who will buy
your brand.
For instance, we recently conducted a survey among some
haats in Tamil Nadu, with some interesting results. The haats
were popular with the poorest agricultural labourers who
consciously buy the duplicate, spurious products that are
sold in these bazaars, since they can't afford the real thing.
It is estimated that FMCG companies lost more than Rs
10,000 crore (Rs 100 billion) to spurious products, mostly
sold through such local haats and bazaars.
Ensure availability
Most anecdotes about rural marketing centre on the
distribution aspect - the humongous task of physically
reaching your product to over 600,000 villages, most of
them without motorable roads. But it's not really as
nightmarish as it is made out to be, at least keeping in mind
the present goals of marketing companies in rural India.
We've all heard about the shampoo sachets that are
available in even the smallest villages. How does that
happen? It's a direct result of rising aspirations, fuelled by
television commercials. The consumer demands the product
from the local shopkeeper, who then buys the products from
the nearest feeder markets. Which means if you can ensure
distribution to the feeder markets in towns or villages with
populations of 10-15,000, you've already taken the first step
towards reaching your target customer.
Studies also indicate that rural consumers prefer to shop for
durables such as televisions, automobiles and appliances in
the nearest big town or city. So, if your products are in towns
with populations of 50,000, you're closer to the rural
consumer than you would have thought.
CONSUMER BEHAVIOUR
Introduction
The study of consumers helps firms and organizations
improve their marketing strategies by understanding issues
such as how
The psychology of how consumers think, feel, reason,
and select between different alternatives (e.g., brands,
products);
The psychology of how the consumer is influenced by
his or her environment (e.g., culture, family, signs,
media);
The behavior of consumers while shopping or making
other marketing decisions;
Limitations in consumer knowledge or information
processing abilities influence decisions and marketing
outcome;
How consumer motivation and decision strategies differ
between products that differ in their level of importance
or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing
campaigns and marketing strategies to more effectively
reach the consumer.
There are four main applications of consumer behavior:
The most obvious is for marketing strategy—i.e., for
making better marketing campaigns. For example, by
understanding that consumers are more receptive to
food advertising when they are hungry, we learn to
schedule snack advertisements late in the afternoon.
By understanding that new products are usually initially
adopted by a few consumers and only spread later, and
then only gradually, to the rest of the population, we
learn that (1) companies that introduce new products
must be well financed so that they can stay afloat until
their products become a commercial success and (2) it
is important to please initial customers, since they will
in turn influence many subsequent customers’ brand
choices.
A second application is public policy. In the 1980s,
Accutane, a near miracle cure for acne, was introduced.
Unfortunately, Accutane resulted in severe birth defects
if taken by pregnant women. Although physicians were
instructed to warn their female patients of this, a
number still became pregnant while taking the drug. To
get consumers’ attention, the Federal Drug
Administration (FDA) took the step of requiring that
very graphic pictures of deformed babies be shown on
the medicine containers.
Social marketing involves getting ideas across to
consumers rather than selling something. Marty
Fishbein, a marketing professor, went on sabbatical to
work for the Centers for Disease Control trying to
reduce the incidence of transmission of diseases
through illegal drug use. The best solution, obviously,
would be if we could get illegal drug users to stop. This,
however, was deemed to be infeasible. It was also
determined that the practice of sharing needles was too
ingrained in the drug culture to be stopped. As a result,
using knowledge of consumer attitudes, Dr. Fishbein
created a campaign that encouraged the cleaning of
needles in bleach before sharing them, a goal that was
believed to be more realistic.
As a final benefit, studying consumer behavior should
make us better consumers. Common sense suggests,
for example, that if you buy a 64 liquid ounce bottle of
laundry detergent, you should pay less per ounce than
if you bought two 32 ounce bottles. In practice,
however, you often pay a size premium by buying the
larger quantity. In other words, in this case, knowing
this fact will sensitize you to the need to check the unit
cost labels to determine if you are really getting a
bargain.
Consumer Research Methods
Market research is often needed to ensure that we
produce what customers really want and not what we think
they want.
Primary vs. secondary research methods. There are
two main approaches to marketing. Secondary research
involves using information that others have already put
together. For example, if you are thinking about starting a
business making clothes for tall people, you don’t need to
question people about how tall they are to find out how
many tall people exist—that information has already been
published by the U.S. Government. Primary research, in
contrast, is research that you design and conduct yourself.
For example, you may need to find out whether consumers
would prefer that your soft drinks be sweater or tarter.
Research will often help us reduce risks associated with a
new product, but it cannot take the risk away entirely. It is
also important to ascertain whether the research has been
complete. For example, Coca Cola did a great deal of
research prior to releasing the New Coke, and consumers
seemed to prefer the taste. However, consumers were not
prepared to have this drink replace traditional Coke.
It is now possible to assess the relative impact of a number
of factors on the consumer’s choice—e.g.,
What brand in a given product category was bought
during the last, or a series of past, purchase occasions;
Whether, and if so, how many times a consumer has
seen an ad for the brand in question or a competing
one;
Whether the target brand (and/or a competing one) is
on sale during the store visit;
Whether any brand had preferential display space;
The impact of income and/or family size on purchase
patterns; and
Whether a coupon was used for the purchase and, if so,
its value.
Black box model
ENVIRONMENTAL FACTORS
BUYER'S BLACK BOX
BUYER'S RESPONSE
Marketing Stimuli
Environmental Stimuli
Buyer Characteristics
Decision Process
ProductPricePlacePromotion
EconomicTechnologicalPoliticalCulturalDemographicNatural
AttitudesMotivationPerceptionsPersonalityLifestyleKnowledge
Problem recognitionInformation searchAlternative evaluationPurchase decisionPost-purchase behaviour
Product choiceBrand choiceDealer choicePurchase timingPurchase amount
Four Ps of Marketing - Product, Price, Promotion, PlacementThe Four Ps Of Marketing
Marketing has traditionally been segmented into four
separate areas called the Four Ps of Marketing. The 4 Ps of
marketing are product, price, promotion, and placement:
A formal approach to this customer-focused marketing is
known as SIVA (Solution, Information, Value, Access). This system is basically the four Ps
renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric
version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of
marketing management.
Product → Solution
Promotion → Information
Price → Value
Placement → Access
1. Product: Product marketing deals with the
consumer's needs and wants and how product
specifications can satisfy those needs and wants.
Product marketing can deal with a whole array of issues
such as product size, color, and look and feel of the
packaging. Often, first impressions are important,
especially if you are marketing a product that sells on
store shelves. You would want your product to stand
out or for the consumer to want to choose your product
over the others on the shelf.
2. Price: Price deals with supply and demand, or how
much a consumer is willing to pay for a product or
service. It also includes decisions on discounts and
special offers. Pricing is not as simple as it might seem.
In some situations, a lower price will not necessarily
mean that more will be sold as the price level could
also influence the perceived quality of a product. For
example, affluent consumers may expect a premium
product to cost more and, so, may not purchase it if the
price is cheap. Pricing often affects the consumer's
perception of the attractiveness of a product.
3. Promotion: Promotion deals with the actual selling,
advertising, or publicity of the product; it entails your
communications with your customers and trying to
convince or persuade them to purchase your products
or services. This could be done through such things as
television commercials, magazine ads, direct mailings
to residences or businesses, and billboards.
4. Placement: Placement has to do with the availability
of your product. You want your product to be visible at
the precise moment that a consumer is willing to
purchase such a product, be it through an actual need
or an impulse buy. Products can reach the consumer
through multiple ways, including through retail outlets
or mail order. Not every consumer shops the same way
and product placement is the art of getting the product
to the right consumer at the right time.
OBJECTIVE OF THE STUDY
Every human effort should have pre-determined objective. I conducted my
survey of “MARKETING STRATEGY OF AYUR HERBAL” with the
following objectives: -
To make people aware about the organization and services of the
organization.
Internet search.
To know the various competitors of other Cosmatics group..
RESEARCH METHODOLOGY
IntroductionResearch Methodology is a way to systematically solve the research
problem. Research in commonplace refers to a search of knowledge. Research is
an original contribution to the existing state of knowledge making for its
advancement. The role of research in several fields of applied economics whether
related to business or economy as a whole has greatly increased in modern times.
Firstly we should know what is a research methodology. Every project
repeat conducted scientifically had specified framework for controlling data
collection. This framework is collect research design accurately and economically.
There are generally two types of research design: -
1. Exploratory
2. Conclusively Research.
These types of research design used in this project are exploratory. Exploratory
research is that in which new relationship, are discovered, and looking to the
objective of the research that is finding out the most dominant attribute and
also the market leader in respect to brand vs price.
LIMITATION OF THE STUDY
I have learned lot of things during my project but there was some
limitations.
The limitations are: -
Limitation of project time, which prevented me to get in depth
knowledge of the AYUR HERBAL.
My workings are limited so that I can only about the training &
placement opportunities in AYUR HERBAL.
Language is also one of the barriers.
SWOT ANALYSIS
STRENGTH:
Ayur Cosmetic Background
Ayur HERBALs Features
1. Ayurvedic.
2. Health care products
3. Skin Care products.
4. Products launch worldwide.
WEAKNESS:
Dependence only high profile personality.
OPPORTUNITY:
Opportunity for MBA’s in Front Office.
THREATS
COMPETITON
ECONOMICS POLICIES.
FINDING
Consumers prefer Ayur HERBAL because of Availability and Price.
Advertisement and Promotion Schemes also increases the sales
of this product.
30% says that price of Ayur HERBAL is medium, 15% says that it
is low where as 5% says that it is high.
46% says that most effective advertisement is through T.V. and
24% says that News Paper and 20% says that Hoardings and
posters and 10% says through free sampling.
SUGGESTIONSMostly people have said that it is the best but they have also
offered suggestion to the company producing Ayur HERBAL.
More emphasis should be given on research development
program.
20-30% said that improvement should be made in promotional,
techniques.
New techniques of packing should be implemented.
The company should come up with some more advertising plans.
The company should also thing and implements some public
relation programs.
Bibliography
Kothari, C.R. : research methodology, Methods and
Technology, Wishwa Prakashan, New Delhi.
Kolter, Philips d (2000), Marketing Management,
Prentice – Hall of India Pvt. Ltd. New Delhi.
Sharma D.D. : Marketing research Principles,
Application and cases , Sultranchand and Sons New
Delhi.
WEBSITES:
www.google.com
www.ayur.com
DATA ANALYSIS & INTERPRETATION
Brand Name 40%
Price 35%
Advertisement 20%
Others 5%
NEWS PAPER 20%
TELEVISION 55%
MAGZINES 10%
HOARDINGS 15%
EXCELLENT 40%
GOOD 35%
AVERAGE 15%
POOR 10%