Contents:

 Company Profile………………………………………………………..
• Mission……………………………………………………………
• Vision…………………………………………………………….
• Objectives…………………………………………………………..
• Products……………………………………………………………
 Box: About Chyawanprash……………………………………………..
 Environments…………………………………………………………….
• Demographics……………………………………………………..
• Economic…………………………………………………………..
• Cultural……………………………………………………………
• Political……………………………………………………………
• Legal……………………………………………………………….
 Health Canada…………………………………………………………….
(Causes of Death, Diabetes, Eating habits of Children)……………………
 Marketing mix……………………………………………………………
• Product mix………………………………………………………..
• Promotion mix……………………………………………………..
• Box: Perception of Ayurveda……………………………………
• Place mix…………………………………………………………..
• Price…………………………………………………………………
 Competitors……………………………………………………………….
 Conclusion…………………………………………………………………
 Bibligraphy………………………………………………………………..
  Company profile:

YuvAnaH is an Indian company which manufactures

Chyawanprash. It was established in 2004. It is positioned as a company
which manufactures exclusively Chyawanprash. It is known to have
provided good quality Chyawanprash for all age groups, across social
boundaries. It has received various certificates over the years which
include Certificate of Good Manufacturing Practices to manufacture
Ayurveda, HACCP and GMP Certification in compliance with the Food &
Drug Administration regulation. YuvAnaH is ISO 9002 certified.

• Vision:
Focus on growing their core brands across categories, reaching out to new
geographies, within and outside India.

• Mission
Their mission goes beyond the mere provision to heal ailments and extends to
helping people live long, healthy and productive lives. They seek to explore &
harness the tremendous potentials of Ayurveda & offer the goodness for human
welfare.

• Objectives:
Products:

• YuvAnaH Chyawanprash: This is ordinary Chyawanprash. It

contains all the basic ingredients of Chyawanprash and can be
consumed by people belonging to all age groups.
• YuvAnaH Chocolate Chyawanprash: This is chocolate flavored
Chyawanprash targeting children and people who favor chocolates.
It will be marketed as a product with added benefits of chocolates.
• YuvAnaH Sugar-free Chyawanprash: This is targeted to diabetic
patients since it does not contain artificial sweeteners.
• YuvAnaH Chyawanprash (for summer):This Chyawanprash is
specially made for the summer season to provide protection against
infections that are common during the season.
• YuvAnaH Diet Chyawanprash: This product is specially designed
for the Diet conscious with particular ingredients.
• YuvAnaH Chyawanprash (for pregnant women): Pregnant women
are advised not to have chyawanprash. This product will cater to the
needs of a pregnant woman.
• YuvAnaH Chyawanprash (for Skin): This product contains added
herbs which are beneficial for a glowing skin.
 According to Ayurveda, Chyawanprash comes under the category of
'Rasayana' which aims at maintaining youthfulness, vigor, vitality of the
body and keeping away aging process, senility and debility. It maintains the
proper functioning of the cells and rejuvenates the cells. However, the main
ingredient, regardless of the exact formula is always amla or amalaki, a
tropical gooseberry that is the world's richest source of vitamin C. It is,
moreover, a source that remains stable in storage for years.

• Digestive and immune system:

Chaywanprash's basic ingredient amla has 30 times more vitamin C than
orange and helps in strengthening the immune system and expediting the
healing process. Regular intake of chyawanprash strengthens digestion,
absorption and assimilation of food and balances stomach acids.
• Heart and Brain
The perfect blend of Ayurvedic herbs acts as a cardiac stimulant and
nourishes the brain cells by supporting the nervous system and enhances
co-ordination and memory power. The tonic is good for students as it
increases retention and recall.
• Lung, Liver and Kidneys
The smooth functioning of the lungs is facilitated by the regular intake of
chyawanprash.Chyawanprash helps purify blood and invigorates the liver
and helps to eliminate toxins. It helps the downward flow of energy in the
body and eases constipation.
• Other Benefits
The holistic traditional formula of chyawanprash improves skin
complexion, glow and fights dermal bacterial infection. It promotes
hair growth and helps absorption of calcium resulting in strong bones
and teeth. It is especially good for alleviating cough and asthma. The
anti-oxidant properties of the tonic act against the ageing process and
maintain youthfulness.
Canada:

Canada is a country occupying most of northern North America,

extending from the Atlantic Ocean in the east to the Pacific Ocean in the
west and northward into the Arctic Ocean. It is the world's second largest
country by total area, and shares land borders with the United States to the
south and northwest.

 Demographics:

• Capital: Ottawa
• Largest City: Toronto
• Currency: Canadian Dollar
• Population of Canada: (2008 estimate) 33,157,200
(0.51% of World population)
• Population growth rate: 0.869%

• Birth Rate 10.75 births/1,000 population

• Density: 3.2/km² (219th)
• It is the world's second largest country by total area.(Area: 99884670
km^2

Even though the density is just 3 persons per square kilometer , a

majority of population is concentrated in the narrow band along the
U.S. border, leaving a major portion of the land mass unoccupied.

• Distribution of population:
Population Distribution by Age Group
0-14 17.9%
15-64 69.1%
65+ 13.0%

• Population of Main Metro Areas:

Toronto 5,203,571
Montreal 3,607,150
Vancouver 2,159,994
Ottawa-Gatineau (Capital) 1,142,708
 Calgary 1,037,136
Edmonton 1,001,636
Quebec City 710,801
Hamilton 702,396
Winnipeg 698,210
London 459,697

Considering the fact that a majority of population lives in the metros

mentioned above, majority of our marketing promotions will
concentrated in those areas.

 Economic Environment:

• Gross National Product: $760

• Purchasing power parity(per capita) $29,400
(According to the World Bank Economic Groups, Canada falls under the
“high per capita income category”)

• Canada was the only country from G7 to record a surplus in 2006

and 2007. It was estimated to be the only country from G7 to record
a surplus in 2008 as well.
• Canada is on track to eliminate its net debt by 2021. By doing so,
Canada will be able to count itself among the very few OECD
(Organization for Economic Co-operation and Development)
countries that are in a net asset position.
• The OECD forecasts Canada’s surplus will be 0.8 per cent of GDP in
2008, compared to an expected average deficit of 2.7 per cent in the
G7 countries.
• Trade and Economic Organization Memberships
• Asia Pacific Economic Co-operation
• Commonwealth
• Group of Eight (G8)
• International Monetary Fund
• La Francophone
• North Atlantic Treaty Organization
• Organization for Economic Co-operation and Development
• Organization of American States
 • United Nations (and its subsidiary agencies)
• World Bank
• World Trade Organization

Thus, the size of the market and the nature of the

economy portray a positive economic environment of Canada
and favor the establishment of business relations with it.

 Cultural environment:

Established in 1867 as a nation without war or

rebellion, Canadians are most likely to be described as “friendly”,
peaceful, polite, modest. They have a unique culture and deeply
rooted values and traditions and though they enjoy cordial
relations with their neighbor; the United States; they are not
“Americans”. They love to laugh , often at their own expense,
since they don’t always take themselves too seriously.

• Language: Unlike many countries Canada has 2 official languages;

English and French. A majority of French speakers-called
francophones-live in Quebec. Thus they have a bilingual culture. This
fact will be kept in mind by resorting to bilingual labeling and
advertising and bilingual press releases.
• Creativity: Canadians value creativity and support its nurturing in
all walks of life. They are not resistant to change.
• Attitudes and Values:
o Canadians struggle with how to promote their image
as Canadians and separate themselves from
Americans. Our marketing strategies will take care
of this cultural factor.
o Canadians are practical in their approach. They
speak their minds and voice their opinions and are
open to those of others. British novelist Douglas
Adams said each country was like a particular type
of person, and "Canada is like an intelligent 35 year
old woman". America, on the other hand, is a
"belligerent adolescent boy"
 o Canadians tend to dislike excessive promotion. It is
favorable to skip the hype and focus on the facts.
o They also tend to dislike companies which make
negative comparisons with Canadian products.
• Religion: Canada has a wide mix of religions and there is no official
religion of Canada; though a majority of the population follows
Christianity, followed by a large number of people who claimed to
have no religious affiliation.
• Family structure: a typical family structure in Canada in 2005 was
“a spouse and no children below the age of 13; at least one child
between the age of 13 and 24.

 Political Environment:

• Canada has a federal parliamentary democracy within a

constitutional monarchy.
• In general, Canadian politics have not operated through
revolutionary, swift changes. Instead, change is typically slow
and worked out through compromise between interest groups,
regional consultations, and the government of the day.
• India and Canada have always had a healthy trade relationship.

Thus , political environment is also favorable and there will not

be any major issues as far as the government is concerned.

 Legal Environment:

• Canada can guarantee investors the overall lowest tax rate among
developed countries.
• One important factor is the legal system in Canada is that
although their criminal law system nationally and the civil law
system in most of Canada is based on the English precedent-
based system of common law, civil law in the Province of Québec
is based on the French Code Napoléon. For this reason, we should
ensure that our Canadian legal advisors are well versed in both
systems.
 • Few laws that are different to Quebec particularly are as follows:
o Generally speaking, a French firm name may be
accompanied by its English version, provided that the
French version appears at least as prominently; however,
in some cases, use of the English version of a firm name is
only permitted if the French version is "markedly
predominant," meaning the French text must have a much
greater visual impact than the text in another language.
o Product labelling: Every inscription on a product, its
container or wrapping, or on a leaflet, brochure or card
supplied with it, including the directions for use and
warranty certificate, must be drafted in French.
o Public signs, posters and commercial advertising: Public
signs, posters and commercial advertising may also be
bilingual, provided that the French is "markedly
predominant." However, large billboards or signs that are
visible from any part of a public highway must be
exclusively in French, unless they are displayed on the
firm's premises. Likewise, signs on public transportation
vehicles, such as buses and subways, must be exclusively
in French, unless they are used regularly to transport
passengers or merchandise both inside and outside
Québec, in which case the signs may be bilingual.
o Any corporation that contravenes the Charter is liable for
each offence to a fine of up to $1,400 and, for any
subsequent conviction, to a fine of up to $7,000.
• All shipments to Canada are also subject to the 7% Goods and Services
Tax (GST), a multi-stage sales tax.
  About Health Canada:

The new face of the average Canadian health care consumer belongs
to a well-educated, middle-income, middle-aged woman who is actively
involved in her own well-being. She is very interested in diet and nutrition,
longevity, alternative medical therapies, vitamins and antioxidants. And
she's willing to pay: she spends between $500 and $1000 a year on health
supplements.

Respiratory and cardiovascular diseases are the major reasons for

hospitalization in Canada. Other reasons include digestive diseases,
genitourinary diseases, poisoning, mental disorders etc.

A chart showing leading causes of death in Canada is as under:

. Canadians are health conscious and try to make healthy eating

decisions. According to a new study conducted by Ipsos-Reid on behalf of
Sleeman Breweries, nine in ten (93%) Canadians say they try to be health
conscious when making decisions about what to eat. The factors which
play an important role in the eating habits of Canadians are as follows:

Source: Tracking Nutrition Trends survey

Key motivators to change/ improve eating habits Percentage
To maintain personal health 58%
To lose weight 22%
To accommodate the needs of family members 10%
To prevent disease 8%
To look better 8%

The relative importance of each of these factors, however, differed

according to age, with responses related "looking better" being more
prevalent among adults under the age of 25 (17%) and responses related to
"maintaining health" and "preventing disease" being more prevalent
among those over the age of 45.
National Population Health Survey (NPHS) also indicated that the
single biggest reason reported for avoiding or choosing certain foods for
both women (80%) and men (63%) is "maintaining or improving health".

Diabetes:

We all know that there is no quick fix for diabetes. More than 2
million Canadians have diabetes, over one third of them aren't diagnosed.
Forty percent of Canadians with diabetes develop long-term complications
such as high blood pressure, vision loss and kidney disease. It is clear that
diabetes has become a public health challenge of major proportions in
Canada. Many cases of type 2 diabetes could be prevented by making
healthier living choices.

Children’s eating habits:

Unhealthy eating habits during childhood can interfere with optimal

growth and development Poor diet can predispose to a number of serious
illnesses, such as cardiovascular disease and some cancers, and lead to a
poorer quality of life. Increases in other nutrition-related risk factors for
chronic disease in children such as hypertension, hypercholesterolemia
and type 2 diabetes have also been found. Poor diet has also been linked to
low academic performance, classroom behaviour problems and low self-
esteem among school-age children.
 The Canadian Community Health Survey found that seven out of 10
children aged four to eight, and half of adults, did not eat the
recommended daily minimum of five servings of vegetables and fruit.
Children age four to eight years consumed fewer vegetables and fruit on
average than any age group, 4.18 servings per day. Among girls aged 10-16
years, 83% did not consume the recommended three daily servings of milk
products. More than a fifth of total calories consumed by 4-18 year olds
and 18.2% of calories consumed by four to eight year old children came
from the “other foods” category. More than a third of these “other foods”
were reported as soft drinks, sugars, fruit drinks, animal fats, chocolate
bars and potato chips. Among youth aged 14-18, one quarter of all calories
came from “other foods”.
The growing number of older and longer living Canadians, faced
with health problems and being more prone to illnesses and injuries, have
supported sales of medications and healthcare services in the country.
Recently, a research showed that many Canadians are increasingly turning
to preventive care and self-medication, thereby increasing the scope of
health products like Chyawanprash.
Marketing Mix:

 Products:
• YuvAnaH Chyawanprash
• YuvAnaH Chocolate Chyawanprash.
• YuvAnaH Sugar-free Chyawanprash.
• YuvAnaH Chyawanprash ( for summer)
• YuvAnaH Diet Chyawanprash
• YuvAnaH Chyawanprash ( for pregnant women)
• YuvAnaH Chyawanprash ( for skin)

All YuvAnaH products will be available in a standard size of 500 gms.

Branding:

All our products will be branded under the name of “YuvAnaH” which is
Sanskrit for “the youthful”, thereby following Umbrella Branding.
Ayurveda is native to the Indian Subcontinent. Thus, the Sanskrit name
“YuvAnaH” implies a “Made in India” image which works favorably for
the company.

Packaging and labeling:

Our product will be packed in HDPE plastic containers which will be

sealed with a golden foil.

The federal Consumer Packaging and Labeling Act require bilingual

designation of the generic name on most prepackaged consumer products.
Under this Act, the following information must appear on the
package/label of a consumer good sold in Canada:

• Drug Identification Number (DIN),

• Natural Product Number (NPN)
• or a Homeopathic Drug Number (DIN-HM)

This is to ensure the people about the safety of the product. Since
Canadians tend to make healthy eating decisions; the package of the
product will emphasize the nutrients and herbs it contains along with
its benefits. Other relevant information includes Name of the product
Brand name of the product ,Country of origin ,Name and address of the local
importer, Date Marking, Manufacturing, Date ,Expiry Date , Storage Batch
Number and Packaging Date(PKD, )Precautionary Message ,Bar Code,
Dosage, Nutritional Value (different for various flavors,) Ingredients
(different for various flavors).
  Promotion Mix:

Analysis:

Electronic Media:

 Television in Canada:

• The Canadian Broadcasting Corporation (CBC) operates both

English-language and French-language national television networks.
Both networks broadcast on two channels, one with regular
programming and one with all-news programming. There are two
private national television networks: CTV, broadcasting on two
English-language channels (regular programming and all-news) and
Global Television, broadcasting on a single English language
channel. There are also 105 independent television stations in
Canada.
• Over 98% of Canadian households own Television sets. 2 out of 3
households subscribe to Cable TV though “over-the-air” local
television is free.
• 85% of Canadian consumers agree that they are too obsessed with
images of youth. They feel alienated by advertisements that do not
portray people “like me”.
• Government control:

Quebec:

Section 248 of the Consumer Protection Act 1980 provides that

no person may make use of commercial advertising directed
at persons less than thirteen years of age.

 Radio
• Canadians spend more time with radio compared to the US
(22.2 hrs weekly) and radio enjoys a larger share of ad
spending in Canada.
  Print Media:

• The newspaper with the highest circulation is the Toronto

Star, and the newspaper with the highest readership per
capita is the Windsor Star.
• Readership of community newspapers is strong despite the
size of the market – 70.4% of the “ComBase sample” read
the most recent issue of their community newspaper. These
readers are loyal; with most reading all 4 of the last 4 issues
They read with attention – reading most or all of each issue
Community newspapers get high ratings from their
readers.
• Community newspapers capture a very high proportion of
exclusive readers.

 Point of Purchase advertising:

• 72% of big boxes were added in the previous nine years.

• 59% of all big box locations are on expressways. This
gives a scope for sales through point of purchase
advertising.

 Perception of Ayurvedic Medicines:

In 2005, the Canadian government had banned the sale of Indian

ayurvedic medicines in the country claiming that they contain high levels of
metals like lead and mercury and arsenic, posing grave health risks. Improper
manufacturing processes may result in dangerously high level of heavy metals
remaining in the final product. However YuvAnaH Chyawanprash is not
included in the products that are banned. Our company obtained the certificate
of Good Manufacturing Practices in 2001 and also ISO 9002 certification in
1999. The products are manufactured as per Indian Standards. Authorized
natural health products will either bear an eight-digit Drug Identification
Number (DIN), a Natural Product Number (NPN) or a Homeopathic Drug
Number (DIN-HM). This authorization indicates that the product has been
assessed by Health Canada for safety, efficacy and quality. All our promotion
programmes will highlight the fact that our products are legal and completely
safe for consumption.

 Place Mix:
• Entry Strategy:
We intend to enter Canada by directly exporting our products.
The company has two distributors in Canada; one in Toronto and one in
Vancouver. As shown in the demographics, these are the most populated
metros of Canada. They also happen to be the cities where most of the
Canadians live. These distributors stock the products in their warehouses
and regularly supply to retailers over there. They have major tie-ups with
many super markets and these markets sell their products.
We will follow 4 level channel of distribution involving our importer,
distributers and retailers. Through our distributors YuvAnaH will reach
out to all the major cities of Canada some of which are Toronto Montreal,
Vancouver , Ottawa-Gatineau (Capital), Calgary , Edmonton,
Quebec City, Hamilton, Winnipeg, London.
  Competitors:
• Dabur Chyawanprash:

The biggest and major competitor for the company is the Dabur
Chyawanprash. Dabur is already an established player in this country
and has a wide range of products over here. The company has a major
market share in Canada. Dabur is also a very famous brand in India and
thus has the edge.

• Himani Sona Chandi Chyawanprash:

There are other competitors such as the Himani Sona Chandi

Chyawanprash. This company is also an established company in India and
has a wide range of products in Canadian market. Its moisturizing cream
Boroplus is huge success in Canada and thus has helped company
strengthen its base in Canada.

• Tattvas Herbs Chyawanprash is also an exporter of Chyawanprash

and is available in Canada.

Since the major herbs required in Chywanprash are available only in India
there no manufacturers of it in Canada.

 Competitive edge:

• The prices of Dabur, Himani, and Tattvas is very high .They cater
only to the high spending class of people. This leaves YuvAnaH an
opportunity to target the low-spending category.
• None of the competitors provide chocolate flavored Chyawanprash
or sugar free chyawanprash in Canada. Here, YuvAnaH has an edge
over the others.
• The only company which has franchises in Canada is Dabur . Since
our company is also planning to introduce similar kind of stores
where all our products would be available company hopes to face
the competition fiercely.
  Bibliography:
Books:
International Marketing- Vern Terpstra & Ravi Sarathy
Marketing Management.- Kotler, Philip.
Websites:
http://en.wikipedia.org/wiki/Main_Page
http://edis.ifas.ufl.edu/index.html
http://geo.international.gc.ca/asia/new-delhi/menu-en.asp
http://www.hc-sc.gc.ca/ewh-semt/index_e.html
http://atlas.nrcan.gc.ca/site/english/index.html
http://www.statcan.ca/start.html
http://www.childrensfood.ca/index.htm
http://www.budget.gc.ca/2007/index_e.html