Professional Documents
Culture Documents
Market Research and Gap analysis of Zandus Generic Ayurvedic Products portfolio in Ahmedabad, Gujarat
Presented to
Presented by
7-June-2012
PREFACE
This project report has been prepared as a part of the Summer Internship Program under the FT-MBA Core course curriculum at Narsee Monjee institute of Management Sciences, Mumbai. The project was undertaken as a Summer Intern at Emami Limited towards the partial fulfillment of the MBA Program. The project revolves around the Ayurvedic Generic Universe and involves the Market Research of Zandus generic ayurvedic products portfolio. The projects prime objective is to do a thorough gap analysis of the portfolio compared to that of competitors like Dabur, Baidyanath and others. The project assigned to me involved carrying out the research in Ahmedabad, Gujarat. At the end of the project I was required to submit a presentation of my analysis at the Kolkata Head Office of Emami Limited. The Market Research involved surveying Medical Stores and Ayurvedic Doctors in Ahmedabad, Gujarat. After collecting the data from various primary and secondary sources, gap analysis was carried out to compare Zandu with its competitors.
Prashant Bankar
ACKNOWLEDGEMENT
I am thankful to Emami Limited, for giving me the opportunity of undertaking my summer internship project with them. I would like to express my sincere gratitude to my mentor, Mr. Gourab Roy Chowdhury (VP, Sales & Marketing, Emami Limited) for his valuable support, encouragement, guidance and feedback throughout the course of the project. I also thank Mr. Arindam Majumder and Dr. Avinash Singh for the guidance they provided. I would also like to thank the entire on-field staff of Zandu at Ahmedabad, Gujarat. I express my sincere gratitude to Mr. Sagar Joshi, Mr. Hardik Dave and Mr. D.K. Shah for their tremendous support in Ahmedabad. Even though the work was tough, the people around me made it a pleasant experience. Each one of them was available any time I needed them and supported me throughout the course of the project. I would also like to acknowledge the help provided by my faculty guide, Dr. Anshu Jalora, towards the completion of this project. I am thankful to my college Narsee Monjee Institute of Management Studies (NMIMS) which has given me an opportunity to work in Emami Limited and helped me understand the nuances of Market Research and Sales. This project was truly a challenging and memorable experience.
Prashant Bankar
EXECUTIVE SUMMARY
This report is a part of the summer internship project at Emami Ltd as part of partial fulfillment of the MBA course curriculum at NMIMS, Mumbai. The project is titled Market Research and Gap analysis of Zandus Generic Ayurvedic Products portfolio in Ahmedabad, Gujarat. The project is concerned with the market research and gap analysis of Zandus ayurvedic products portfolio and the primary research has been carried out in Ahmedabad, Gujarat. The first chapter gives a brief introduction about the project and discusses the research methodology followed for the market research and gap analysis. The next chapter concerns with the literature survey which covers the secondary research on Ayurveda and the present scenario of the ayurvedic industry in India. The next chapter covers the market research surveys that were carried out to gather the primary data on the project. The four surveys that were carried out include those of: Ayurvedic Doctors, Medical Stores, Ayurvedic Stores and the Perception of todays generation towards Ayurveda. This chapter also explains the purpose of each question and what information it will provide for the analysis. The final chapter is the gap analysis and recommendations which uses the primary and secondary data for the gap analysis. The gap analysis includes the following aspects: Product Portfolio, Pricing Analysis, Distribution Structure, Packaging Attributes and Promotional Activities. Recommendations for each of the gaps have been made after each gap analysis.
Table 1: Medical Store Vs Ayurvedic Store ........................................................................................... 32 Table 2: MARKET Share of Major Players ........................................................................................... 39
Graph 1: Brands of ayurvedic medicines stored ..................................................................................... 27 Graph 2: Percent of total sales in the medical stores .............................................................................. 27 Graph 3: Most widely sold Ayurvedic Brand ......................................................................................... 28 Graph 4: Most Common Ailments .......................................................................................................... 28 Graph 5: Feedback for Zandu ................................................................................................................. 29 Graph 6: General Problems Faced .......................................................................................................... 29 Graph 7: Most widely Sold Ayurvedic Brand ........................................................................................ 31 Graph 8: Common Ailments ................................................................................................................... 31 Graph 9: Suggestions for Zandu ............................................................................................................. 32 Graph 10: Way of dispensing Medicines ................................................................................................ 33 Graph 11: COMMON Ailments ............................................................................................................. 34 Graph 12: Willingness to buy bulk packs ............................................................................................... 34 Graph 13: Awareness Towards Ayurveda .............................................................................................. 36 Graph 14: Effectiveness of Treatment .................................................................................................... 36 Graph 15: Reasons to opt for Ayurveda ................................................................................................. 36 Graph 16: Which System of Medicine is effective ................................................................................. 37 Graph 17: In case of Emergency ............................................................................................................. 37 Graph 18: In case of Cosmetic Problems ................................................................................................ 37 Graph 19: In case of Common Ailments ................................................................................................ 38 Graph 20: When you think of Ayurveda................................................................................................. 38
TABLE OF CONTENTS
1. Introduction & Research Methodology......................................................................... 8
1.1 1.2 1.3
1.3.1 1.3.2 1.3.3
2.
2.3
3.
3.2
3.2.1
4.
5.
5.2
5.2.1 5.2.2
5.3 5.4
5.4.1
Differences between Ayurvedic and Medical Stores ..................................................... 32 Findings: Ayurvedic Doctors Survey ............................................................................. 33
Key Findings of the Ayurvedic Doctors Survey ............................................................................... 33
5.4.2
5.5
5.5.1 5.5.2
6.
The Generic Ayurvedic Medicines Market ...................................................................... 39 Gap Analysis: Product Portfolio...................................................................................... 40
Findings............................................................................................................................................ 40 Recommendations ........................................................................................................................... 40
6.3
6.3.1
6.4
6.4.1 6.4.2
6.5
6.5.1 6.5.2
6.6
6.6.1
6.7
6.7.1
6.8
6.8.1 6.8.2 6.8.3 6.8.4
6.9
Conclusion........................................................................................................................ 50
7. 8.
1.
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 summer internship project is primarily based on the market research of Zandus 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 thorough Gap Analysis.
Primary Research
Medical Stores Ayurvedic Stores Ayurvedic Doctors Distributors
Secondary Research
News Articles Industry News Competitor News Reports
2.
LITERATURE SURVEY
When diet is wrong medicine is of no use.. When diet is correct medicine is of no need. -Ayurvedic Proverb
10
11
12
13
3.
"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well." - Jeff Bezos
14
During 2008, the company acquired controlling stake of 66.44% in Zandu Pharmaceutical Works Limited and it became a subsidiary of the company. Subsequently, the company divested its stake from Emami Realty Pvt Ltd-its wholly owned subsidiary which is engaged in realty business which was acquired in 2007. During 2009, the Company and the Zandu Pharmaceutical Works Limited approved the demerger of the Realty Undertaking of Emami Limited into a separate company named Slick Properties Private Limited to be renamed as 'Emami Infrastructure Limited' and also approved the demerger of the FMCG Undertaking of Zandu into Emami Limited. Further to this, Realty Undertaking of Emami Limited which includes its investment in wholly owned subsidiary Emami Realty Limited and Zandu after the demerger of the Zandu's FMCG Undertaking i.e. Zandu's non-core undertaking to be renamed as "Zandu Realty Limited".
15
4.
MARKET RESEARCH
Research is to see what everybody else has seen, and to think what nobody else has thought - Albert Szent-Gyorgyi
The Market Research involved carrying out 3 major surveys: Surveying Medical Stores, Surveying Purely Ayurvedic Stores and Surveying Ayurvedic Doctors. Each of the three surveys yielded specifically intended results which when combined gave the complete picture necessary to carry out the gap analysis on Zandus Generic Ayurvedic products. Each of the questions in the survey probed a particular issue required for analysis as is explained in detail below. Apart from the 3 surveys, as part of my primary research a questionnaire was floated to know the Perception of Todays Generation towards Ayurveda. The results of this survey were interesting and opened up new avenues for probing.
16
The next question gives us an idea about how much of the total business of the medical store comprises of ayurvedic medicine sale. This is an important question as it gives a rough estimate of how much potential exists for ayurvedic medicines in medical stores that cater to both allopathic and ayurvedic medicines. The question is as follows: Q.5 How is the response towards ayurvedic medicines when compared to allopathic medicines? ______ Allopathy (1) ______ Ayurveda (2) The next two questions talk about which is the most widely sold ayurvedic brand and what kind of common ailments do people come up with for ayurvedic treatments. This will give a fair idea about Zandus standing in the market place when compared to its competitors. Also, it will give us an idea as to which ailments medicines can be targeted to increase the profits. Q.6 Which is the most widely sold ayurvedic brand? Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Other Brand (5)
Q.7 What are the most common ailments that people come with? Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
The next question probes into what is the medical stores owners criterion of selecting a generic ayurvedic medicine when he is at liberty to dispense the medicine. Q.8 When selecting from different brands within Generic medicines, what is your criteria of selection? Better Margins (1) Better Quality (2) Customer demands (3) Popularity of that brand (4)
17
The next question is about whether a particular ayurvedic medicine brand is prescribed by a doctor or a patient is requesting a particular brand himself. Q.9 Do the patients that come in ask for a particular brand or the Doctors recommend a particular brand in this area? Yes (1) Sometimes (2) No (3) The next questions try to find out what are the problems faced by the medical store owners with respect to Zandu. Q.10 What are your problems with Zandu? Lower Margin (1) Packing can be improved (2) Replacement policy should be changed (3) Schemes & Incentives can be improved (4) Other Problems (5)
Q.11 Do the sales people visit regularly? Yes (1) No (2) Sometimes (3) The final question asks them whether they have any particular problems while dispensing ayurvedic medicines to consumers. Q.12 What are your the problems you face while dispensing ayurvedic medicines in general? Low knowledge on ayurvedic products (1) Low Margins (2) Consumer is not aware of ayurvedic medicines (3) Other Problems (4)
18
The data on which brands are stored by the Medical stores is given by Question no. 3. This question is especially important in the context of medical stores that arent purely ayurvedic as it gives an idea about which brands are stored by the Medical stores. The question is as follows: Q.4 Which brands of ayurvedic medicines do you store? Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Others (Local) (5)
The next two questions talk about which is the most widely sold ayurvedic brand and what kind of common ailments do people come up with for ayurvedic treatments. This will give a fair idea about Zandus standing in the market place when compared to its competitors. Also, it will give us an idea as to which ailments medicines can be targeted to increase the profits.
Q.5 Which is the most widely sold ayurvedic brand? Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Other Brand (5)
19
Q.6 What are the most common ailments that people come with? Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
The next question probes into what is the ayurvedic stores owners criterion of selecting a generic ayurvedic medicine when he is at liberty to dispense the medicine. Q.7 When selecting from different brands within Generic medicines, what is your criteria of selection? Better Margins (1) Better Quality (2) Customer demands (3) Popularity of that brand (4)
The next question is about whether a particular ayurvedic medicine brand is prescribed by a doctor or a patient is requesting a particular brand himself. Q.8 Do the patients that come in ask for a particular brand or the Doctors recommend a particular brand in this area? Yes (1) Sometimes (2) No (3) The next questions try to find out what are the problems faced by the ayurvedic store owners with respect to Zandu. Q.9 What are your problems with Zandu? Lower Margin (1) Packing can be improved (2) Replacement policy should be changed (3) Schemes & Incentives can be improved (4) Other Problems (5)
20
The next two questions deal with the kind of medicines that the doctors prescribe or dispense on their own. These questions essentially show us what is the pattern that is followed by the doctors when it comes to treating their patients: prescribing from medical store or dispensing themselves. Q.4 How do you mostly dispense medicines? Self Dispensing (1) Prescribing from Stores (2)
Q.5 What kind of medicines do you prescribe to be bought from medical stores? Ethical Medicines (1) Costly Medicines (2) Generic Medicines (3)
21
The final question gauges the willingness of the doctors to buying generic medicines if Zandu introduces them in packs of 1-2 Kgs Q.6 If Zandu introduces generic medicines in packs of 1-2Kg will you be willing to buy? Yes (1) Maybe (2) No (3)
Q.3 Your Gender? Male (1) Female (2) The next few questions try to gauge the respondents attitude towards Ayurveda, whether the respondent is aware of any ayurvedic treatment, what was his/her reaction to the treatment, what are the possible reasons why he/she has opted or not opted for an ayurvedic treatment. Q.4 Which of the following best describes your attitude towards Ayurveda? I am not aware of Ayurveda (1) I am aware of Ayurveda but I dont use it (2) I am aware of Ayurveda and I use it frequently (3) I am aware of Ayurveda and I use it occasionally (4)
Q.5 Have you ever tried any Ayurveda treatment so far? Yes (1) No (2)
22
Q.6 If yes how was the treatment? Effective (1) Effective but took a long time (2) Ineffective (3) I have not tried any ayurvedic medicines so far (4)
Q.7 What can be the possible reasons due to which you opt/will opt for an ayurvedic treatment? (You can choose multiple options) No Side effects (1) Economical (2) Completely cures the ailment (3) Other Reason (4)
Q.8 What can be the possible reasons due to which you DO NOT opt / will NOT opt for an ayurvedic treatment? (You can choose multiple options) Not scientific (1) Slow effect (2) Allopathic medicines are more researched (3) Dont trust alternative medicine (4)
The next few questions try to understand what the respondents choice of treatment will be under an emergency situation, common cosmetic problems, and common ailments etc. this is to understand where does ayurvedic treatments appear to be a favorite among todays generation.
Q.9 According to you which system of medicines is more effective? Allopathic (1) Ayurvedic (2) Homeopathy (3) Cant say (4)
Q.10 Which system will you prefer, in case of a medical emergency like kidney stones? Allopathic (1) Ayurvedic (2) Homeopathy (3)
23
Q.11 Which system will you prefer, in case of the following cosmetic problems?
Allopathic (1) Ayurvedic (2) Homeopathy (3)
Hair fall (1) Pimples (2) Hair oils (3) Face wash (4)
Q.12 Which system will you prefer, in case of the following Diseases?
Allopathic (1) Ayurvedic (2) Homeopathy (3)
Diabetes (1) Obesity (2) Cancer (3) Malaria (4) Jaundice (5)
Q.13 Which system will you prefer, in case of the following common ailments?
Allopathic (1) Ayurvedic (2) Homeopathy (3)
Fever (1) Sore Throat (2) Common Cold (3) Constipation (4) Tooth Ache (5) Head Ache (6) Acidity (7) Vomiting (8) Muscular Pain (9) Diarrhea (10) Joint Pain (11) General (12) Weakness
24
The next few questions try to understand what is it that the respondent thinks when Ayurveda comes to his mind. Through an open ended question the respondent is asked about the brand that comes to his mind when someone says Ayurveda and also why he thought about that brand. Q.14 When you think of Ayurveda which of these comes to your mind more often (rate 1 for most often and 5 for least often)? ______ Chyawanprash ______ Balm and pain relief ointments ______ Facepack and creams ______ Tablets and capsules ______ Churnas and kadhas
Q.15 When you think of Ayurveda which brand or company comes to your mind? (Open Ended Question)
Q16 The Brand you chose in above question was because of the following attributes?
Strongly Agree (1) Agree (2) Neither Agree nor Disagree (3) Disagree (4) Strongly Disagree (5)
Tried & Tested Highly Advertised (Famous) Effective Pure and safe Trustworthy & Well Researched
25
5.
The trouble with research is that it tells you what people were thinking about yesterday, not tomorrow. It's like driving a car using a rearview mirror. -Bernard Loomis
This chapter lists all the observations made and findings obtained through the 4 surveys. Each survey has been separately analyzed and the findings were noted down. The findings listed here are further used in the next chapter Gap Analysis, which will probe each of the gaps in detail using the primary and secondary research carried out.
26
Answer
Graph
Response
163 57 89 159 39
5.1.2.2
27
5.1.2.3
5.1.2.4
What are the most common ailments that people come with?
28
5.1.2.5
5.1.2.6
medicines in general?
29
30
5.2.2.2
Which are the most common ailments which people come with?
31
5.2.2.3
BETWEEN
AYURVEDIC
AND
MEDICAL
There are several subtle and important differences between purely ayurvedic store and a medical store that houses both allopathic and ayurvedic medicines. A few important ones are mentioned below:
Sr no.
1
Medical Store
More than 1000 in Ahmedabad
Orders received are large in quantities and hence are very important for the business.
32
33
5.4.2.2
What are the most common ailments that people come with?
5.4.2.3
34
35
5.5.2.2
5.5.2.3
What are the reasons due to which you opt for Ayurveda?
36
5.5.2.4
5.5.2.5
5.5.2.6
37
5.5.2.7
5.5.2.8
38
6.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. - Peter F. Drucker
Company Baidyanath Dabur Sandu AVS Kottakal Dhoot Papeswar Zandu Others Total
Estimated Annual Sales (2010-11) 375 Crores 300 Crores 80 Crores 65 Crores 50 Crores 26 Crores 107.2 Crores 1001 Crores
39
6.2.2 RECOMMENDATIONS
It is highly recommended that Zandu should carefully understand which odd generic products to enter into given that Baidyanath has already a good stronghold over such products. At the moment it doesnt seem wise to launch into the generic products in which Zandu has no presence as there are no such complaints or suggestions from either the consumers or store owners. Moreover, medical stores do not store the entire range of ayurvedic generic products and they store only those which are popular and widely sold. Zandu already has a major presence in such products and hence there is no need to launch into new products. Also, entering into the missing product lines is not going to increase the sales revenue significantly as it will take time to get noticed as usually as per discussions and the surveys it was clear that brand loyalty is high when it comes to ayurvedic medicine. In case Zandu decides to enter into the missing SKUs, it should target the medicines that deal mainly with Stomach related disorders such as Constipation, acidity etc, Rheumatic disorders like arthritis and joint pains, cosmetic problems such as acne, as it is clear from all the four surveys that these are the most common ailments that people come up with.
40
41
6.4.2 RECOMMENDATIONS
If we see Baidyanath on a national scale, a major reason for its overall success can be attributed to its own exclusive retail outlets. Zandu can very well replicate this model for further success and increased presence. There are six Frank Ross stores which are Emami owned in Ahmedabad and spread across various places giving an excellent coverage of the entire city. Instead of starting directly with exclusive retail outlets, Frank Ross stores can be used on an experimental basis to gauge the response. It was observed that a separate rack space was allocated to Emami products in the Frank Ross stores, a similar rack can be given to Zandu products with proper visibility and advertisements around it.
42
Another idea can be to setup a small unit within Frank Ross which is dedicated to ayurvedic medicines and which houses only Zandu products. The idea is to have a store within a store. It was observed that a get together for ayurvedic doctors was arranged by the generic medicines sales team in Ahmedabad but it wasnt followed up properly. It is learned that even the generic team is supposed to start doctor visits, however that hasnt begun yet and is highly recommended that the visits start soon. Also, Ethical division has regular visits with doctors and hence as an experimental move, they can be asked to promote the generic line of Zandu given their experience and skills at interacting with doctors. However, a major hindrance in this path is that the doctors dispense their own medicines which are more often the generic medicines which are sourced locally. It is important that this needs to be changed. From the survey results it is clear that the doctors are willing to buy bulk packs of generic medicines of Zandu provided that they are at a competitive price and the quality is maintained.
43
It is observed that the frequency of visits to purely ayurvedic stores is much more than visits to medical stores. A major reason for this is the fact that the orders received from medical stores are small in quantity. Gujarat is a tough market with the retailers being hardcore businessmen and hence significant marketing skills are of prime importance and also experience is absolutely necessary. The current sales force display good marketing skills as they are largely experienced and know the market well. It has been observed that there is a lack of activities such as POS usage, window display etc. when it comes to generic medicines. Also, it has been observed that old Ahmedabad is not covered by the salesmen.
6.5.2 RECOMMENDATIONS
It is essential to increase sales visits to medical stores as although the orders are small in quantity a large number of orders make up for this fact. It is essential to educate the retailers about Zandus schemes and incentives as several medical store owners complained that they are not aware of the schemes and promotions. Also, the fact should be noted that distributors sales team will push for the products that have highest margin so its essential that the Zandu sales team should visit the retailers and educate the retailers and try to push for Zandu products. To polish the marketing skills and improve it further, a workshop for sales teams across India can be arranged at say Mumbai or Kolkata in a phased manner. This will not only increase their loyalty towards the company but also help them understand the various products and how to market them effectively. There is a definite need to include doctor visits and giving them free samples of generic medicines to improve the visibility of the generic line. The 15 day road plan should include doctors visits. It was observed that there is a shortage of salesmen in Ahmedabad as the salary is said to be not enough to attract new blood. Moreover, the rising food prices and fuel expenses have meant that the daily allowances are not enough to meet everyday fuel and food requirements. A detailed study into this and any revisions should be carried out. Field activities such as using point of sales promotions, BTL marketing, posters, pamphlets should be carried out. Local manufacturers and even Patanjali uses extensive posters and pamphlets to promote their products.
44
Gifts to distributors and retailers is also a good idea of encouraging them to increase sales of Zandu medecines. Booklets explaining the dosage, indications, and symptoms for particular ayurvedic medicines should be made available to the medical stores as they lack knowledge about ayurvedic products.
It was observed that most of the racks in ayurvedic stores are messy and most products arranged in a random manner. However, the front desk of the store is a very important display point which can be very well used for promoting the products. A few retailers suggested that when compared to competitors several tablets medicines come in a pack having lesser tablets than those offered by competitors. It was also suggested that several churnas and Vati Gutis packs can be made of higher weight than the existing ones.
45
The blister packs were also found to be bulky in nature and the verdict was that people preferred bottle packaging to the blister packs. When it came to medical stores, they also suggested better packing as they made direct comparison with the Himalaya range of medicines.
The packaging of Zandu products can be made further attractive as it lacks aesthetic appeal unlike other competitors. The Asavs and Kadhas which are mostly available in glass bottles can be made available in plastic packages which will be advantageous in several aspects as it will save some packaging cost, make the medicine less bulky and easy to carry, breakage loss will be less and thereby saving replacement and breakage costs.
Bulk packs are definitely something that the company should go for given that a lot of people
use medicines throughout the year and also the Vaidyas will be interested in it for dispensing them to their patients.
46
47
48
Emami has a strong infrastructure of website, which can also be seen through the largely improved Zandu website, it can very well use this in building an online Website that caters to both Emami and Zandu products.
49
6.9 CONCLUSION
Ahmedabad, Gujarat remains a huge market for almost all of Zandus ayurvedic products and it is closely followed by Baidyanath in the area. The perception of Zandu among the retailers, consumers as well as the doctors is that of a trusted name and high quality. Although, in general Zandu is ahead of its competitors in Ahmedabad, it has several gaps that need to be filled. Packaging and Pricing are the most important of these gaps. It is essential that Zandu should increase its brand awareness and presence in states other than Gujarat and promotional activities are crucial in this regard. Technology is a major driver in the FMCG market and leaner supply chain is the need of the hour. Technology usage seems to be minimum when it comes to Zandu and hence it is necessary that the company increases its use in its supply chain.
I conclude my report with the hope that it will be helpful to Emami and some of the ideas that are proposed in the report will be tried by Zandu in Ahmedabad region and may help even the other regions. Thank you for this wonderful opportunity.
---------------Thank You-----------------
50
7.
BIBLIOGRAPHY
About Us. (n.d.). Retrieved May 29, 2012, from SHREE BAIDYANATH AYURVED BHAWAN: http://www.baidyanath.com/genesis.php About Us. (n.d.). Retrieved http://www.sandu.in/aboutus.html May 29, 2012, from Sandu Pharmaceuticals:
Chaudhary, D. S. (n.d.). AYURVEDIC CASE DISCUSSION. Retrieved May 29, 2012, from Ayurveda Consultant: http://www.ayurvedaconsultants.com/caseshow.aspx?ivalue=engoogle3076 Dharmananda, D. S. (2008). A Brief Review of Ayurvedic Concepts. Portland: Institute for Traditional Medicine. Dharmananda, D. S. (2009). THE AYURVEDIC MEDICINE INDUSTRY IN INDIA. Portland: Institute for Traditional Medicine. FAQ. (n.d.). Retrieved May 29, 2012, http://indianmedicine.nic.in/faqdet.asp?fid=21&lang=1 from Department of Ayush:
MarketView Xenius About Emami. (n.d.). Retrieved May 30, 2012, from MarketView Xenius: http://www.mvxenius.com/webterminal/Index.aspx MarketView Xenius about Zandu. (n.d.). Retrieved May 30, 2012, from MarketView Xenius: http://www.mvxenius.com/webterminal/Index.aspx Subrat, N., Iyer, M., & Prasad, R. (2002). The ayurvedic medicine industry:Current status and sustainability. New Delhi: Ecotech Services (India) Private Ltd. Wikipedia. (2011, October). Ayurveda. http://en.wikipedia.org/wiki/Ayurveda Retrieved May 28, 2012, from Wikipedia.org:
Works, Z. P. (n.d.). History. Retrieved May 28, 2012, from Zandu Pharmaceutical Works Ltd.: http://www.zanduayurveda.com/about-us/history.php
51
8.
ANNEXURES
Research is formalized curiosity. It is poking and prying with a purpose. - Zora Neale Hurston
Q.3 Type of the Medical Store? Purely Ayurvedic (1) Ayurvedic + Allopathy (2)
Q.4 Which brands of ayurvedic medicines do you store? Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Others (Local) (5)
Q.5 How is the response towards ayurvedic medicines when compared to allopathic medicines? ______ Allopathy (1) ______ Ayurveda (2)
Q.6 Which is the most widely sold ayurvedic brand? Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Other Brand (5)
52
Q.7 What are the most common ailments that people come with? Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
Q.8 When selecting from different brands within Generic medicines, what is your criteria of selection? Better Margins (1) Better Quality (2) Customer demands (3) Popularity of that brand (4)
Q.9 Do the patients that come in ask for a particular brand or the Doctors recommend a particular brand in this area? Yes (1) Sometimes (2) No (3)
Q.10 What are your problems with Zandu? Lower Margin (1) Packing can be improved (2) Replacement policy should be changed (3) Schemes & Incentives can be improved (4) Other Problems (5)
Q.11 Do the sales people visit regularly? Yes (1) No (2) Sometimes (3)
53
Q.12 What are your the problems you face while dispensing ayurvedic medicines in general? Low knowledge on ayurvedic products (1) Low Margins (2) Consumer is not aware of ayurvedic medicines (3) Other Problems (4)
Q.3 Type of the Medical Store? Purely Ayurvedic (1) Ayurvedic + Allopathy (2)
Q.4 Which brands of ayurvedic medicines do you store? Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Others (Local) (5)
Q.5 Which is the most widely sold ayurvedic brand? Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Other Brand (5)
54
Q.6 Which are the most common ailments which people come with? Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
Q.7 Do the patients that come in ask for a particular brand or the Doctors recommend a particular brand in this area? Yes (1) Sometimes (2) No (3)
Q.8 What are your problems with Zandu? Lower Margin (1) Packing can be improved (2) Replacement policy should be changed (3) Schemes & Incentives can be improved (4) Other Problems (5)
Q.9 Do the sales people visit regularly? Yes (1) No (2) Sometimes (3)
55
Q.3 What are the most common ailments that people come with? Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
Q.4 How do you mostly dispense medicines? Self Dispensing (1) Prescribing from Stores (2)
Q.5 What kind of medicines do you prescribe to be bought from medical stores? Ethical Medicines (1) Costly Medicines (2) Generic Medicines (3)
Q.6 If Zandu introduces generic medicines in packs of 1-2Kg will you be willing to buy? Yes (1) Maybe (2) No (3)
56
Q.4 Which of the following best describes your attitude towards Ayurveda? I am not aware of Ayurveda (1) I am aware of Ayurveda but I dont use it (2) I am aware of Ayurveda and I use it frequently (3) I am aware of Ayurveda and I use it occasionally (4)
Q.5 Have you ever tried any Ayurveda treatment so far? Yes (1) No (2)
Q.6 If yes how was the treatment? Effective (1) Effective but took a long time (2) Ineffective (3) I have not tried any ayurvedic medicines so far (4)
Q.7 What can be the possible reasons due to which you opt/will opt for an ayurvedic treatment? (You can choose multiple options) No Side effects (1) Economical (2) Completely cures the ailment (3) Other Reason (4)
57
Q.8 What can be the possible reasons due to which you DO NOT opt / will NOT opt for an ayurvedic treatment? (You can choose multiple options) Not scientific (1) Slow effect (2) Allopathic medicines are more researched (3) Dont trust alternative medicine (4)
Q.9 According to you which system of medicines is more effective? Allopathic (1) Ayurvedic (2) Homeopathy (3) Cant say (4)
Q.10 Which system will you prefer, in case of a medical emergency like kidney stones? Allopathic (1) Ayurvedic (2) Homeopathy (3)
Q.11 Which system will you prefer, in case of the following cosmetic problems?
Allopathic (1) Ayurvedic (2) Homeopathy (3)
Hair fall (1) Pimples (2) Hair oils (3) Face wash (4)
Q.12 Which system will you prefer, in case of the following Diseases?
Allopathic (1) Ayurvedic (2) Homeopathy (3)
Diabetes (1) Obesity (2) Cancer (3) Malaria (4) Jaundice (5)
58
Q.13 Which system will you prefer, in case of the following common ailments?
Allopathic (1) Ayurvedic (2) Homeopathy (3)
Fever (1) Sore Throat (2) Common Cold (3) Constipation (4) Tooth Ache (5) Head Ache (6) Acidity (7) Vomiting (8) Muscular Pain (9) Diarrhea (10) Joint Pain (11) General Weakness (12) Respiratory Problem (13)
Q.14 When you think of Ayurveda which of these comes to your mind more often (rate 1 for most often and 5 for least often)? ______ Chyawanprash ______ Balm and pain relief ointments ______ Facepack and creams ______ Tablets and capsules ______ Churnas and kadhas Q.15 When you think of Ayurveda which brand or company comes to your mind? Q16 The Brand you chose in above question was because of the following attributes?
Strongly Agree (1) Agree (2) Neither Agree nor Disagree (3) Disagree (4) Strongly Disagree (5)
Tried & Tested Highly Advertised (Famous) Effective Pure and safe Trustworthy & Well Researched
59