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Marketing Strength of Himalaya Herbal Healthcare

Conducted at

( Submitted in partial fulfillment for the award of degree

of Bachelor of Business Administration)

(Session : 2013-2014)

Submitted to:
Dr. Shikha Arora Bakshi
Asst. prof.
St.Xaviers college ,Jaipur

St.Xaviers College

Submitted by:
Jayanti Bhandari

This is to certify that miss Jayanti bhandari is student of second year of
BBA (Bachelor of Business administration) has completed project entitled
Marketing Strength
under my supervision.





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.


(Dr. Shikha Arora Bakshi)

Assistant professor
St. xaviers college


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)


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.
Project training forms an integral component of any professionals courses
like management courses viz. BBA. A Trainee come to face live problem
in the industries and the field the institution where one person pursues his
studies cannot provide her that practical knowledge on all aspects of
learning often the studies of a subject is said to be incomplete until the
student has been expose to his practical.
The theoretical studies build manager in her by providing pools of
knowledge whereas the practical applications make her agile and
component. If theoretical knowledge teaches her the principal and policies
the practical exposes tells her how to use these principles.
My area of performance area was to HIMALAYA HERBAL
HEALTHCARE and management

trainee I got to learn the vital

experience of market scenario.


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 .
I am indebted to Dr. Shikha Arora Bakshi project supervisor

for her

valuable guidance , co-operation , continuously motivative commandments

and her moral support which was necessary for successful completion of
my project. I am also thankful to my parents , classmates and friends who
were in some or the other way helpful to me in successfully completing this
research study.



1. Introduction
2. Introduction of the Organization
3. Products
4. Research Methodology
5. Environmental Analysis
6. Data Analysis & Interpretation
7. SWOT Analysis
8. Conclusion
9. Recommendation & Suggestion
10. Bibliography
11. Appendix


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.
Ayurvedas mythological origins, though, are attributed to the Indo-European
Nasatya or Aswins, twin physicians of the gods of the ancient Indo-European
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.
Ayurveda is considered the Upaveda or accessory Veda to the Atherva Veda.
The four Vedas are the worlds oldest literary document in an indo-European
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 IndoEuropean origins earlier, had begun to evolve into a distinct entity within the
subcontinent by the first millennium B.C.E.
Ayurvedas 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.

Susruta mentions eight branches in Ayurveda General medicine, Surgery,

ENT and Eye diseases, Toxicology, Psychiatry, Pediatrics, Gynecology,
Sexology and Virility.
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:
Ayurveda or the Science of Life is an ancient, holistic system for diagnosis
and treatment, perhaps the oldest system of medicine known to humanity.
Fundamental to Ayurveda is the use of well-balanced combinations of plants
and other agents in synergistic formulas.
At Himalaya, we have pioneered the use of modern science to rediscover and
validate Ayurvedas secretes. We employ cutting edge research to create
pharmaceutical-grade Ayurveda products. Natural, effective and safe, these
products have helping thousands of people live healthier, richer lives. Our
focus is on wellness; on helping people get healthy and stay healthy.
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








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.
In the 1930s, Himalaya developed a pioneering experimental herb farm, which
grew rare endangered herbs for commercial use. The company today has in
addition to this an unparalleled database of dedicated herb suppliers, an
herbarium, an Agrotech division and a nursery.
The standardization of herbal medicine is a more daunting challenge than the
processes used for allopathic medicine. The tabletting of Ayurveda medicine is
more arduous, with multiple granulating, processing and coating bribable.
Today, Himalayans manufacturing unit has the largest coating capacity in
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 been a lively system of health with an unbroken practice since
3000 years. Although, Ayurveda as a system of medicine has been in practice
in India for centuries but its growth as an industry has commenced only a few

years back. This was mainly on account of lack of awareness and initiative by
its practitioners, industry and even the Government.
We have been non-receptive and reclusive for modern techniques and
advancement that has occurred in the modern techniques and advancement that
has occurred in the modern pharma industry. The classical drugs like
Dashmmolarishta and Arjunarishta are also in practice since then.
In recent past, the tradition of preparation of medicines by the Ayurvedic
practitioner has almost come to an end. Now we find a much organized and
commercial production of Ayurvedic medicines in big factories. Ayurvedic and
its products are becoming popular with increasing demand the world over. The
pressure of the people of the respective countries to adopt.
Ayurvedic products has amounted to many countries now allowing and
regularizing sale of these products in to their countries. This has boosted the
globalization process. But this initial phase is primarily the phase of enquiry
and curiosity.
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

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

Tradition and scriptures. The major hurdle in the wider acceptability of

Ayurveda and its products is the lack of proper standardization techniques and
its unpreparedness to accept global challenges.
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
This reflects in non-promising Ayurvedic graduates coming out of these
institutions. Absence of a basic manufacturing standards or standard Operating
procedures ( SOPs ) of various Ayurvedic products in this sector. Absence of
adequate scientific documentation is, probably the fundamental problem and
most serious limiting faced by this sector from the very beginning.
Problem confronted by the exporters of Ayurveda products is the absence of
herbal monographs in Indian pharmacopoeia. The lack of a killer instinct in the
Ayurvedic industry to have a larger share of sales in the domestic as well as in
the international market has resulted in loss of opportunities, which should
rather have been grabbed not only for the benefit of the industry but also for
the benefit of the nation as a whole.
The opportunities are still there and we must wake up to harness them if we are
looking at globalization of Ayurveda and the international status for our
products. The lack of facilitating regulations for the Indian medicinal products

in the most of the countries has been the major hindrance for the growth of this
There is a strong need to rectify the things at home as well as in terms of
standardizing Ayurvedic finished products on quality parameters which involve
the FPS (Finished product specifications ), the claim support studies whether
clinical or experimental and the safety of these preparations through toxicity
studies done in MABL/GLP Laboratories as the requirement may be.
Even the manufacturing environment has to be par excellence as many of the
authorities like MHRA, USFDA have the inspection and approval of
manufacturing locations as an essential element of registration.
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.

Authentic substitute are important specifically for classical products as number

of herbs are not available today and many more are already categorized as
endangered species. If official substitute are not given , the industry will have
to shut down shop or has to give false ingredient lists.
There has to be review committees specifically for declaring the official
substitutes. Besides laying down the standards of raw materials, the AYUSH
department has also commenced a programmed to lay down standard for
herbal extracts with the help of ISM industry.
Industry is fully cooperating with the Government to evolve the standards of
extracts of types, viz. water and hydro alcoholic extracts of medicinal plants.
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 industrys 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.
Therefore, it is time for the Government, academician and researchers in
Ayurvedic and allied disciplines to join hands to meet the common goal of
having an evidence based Ayurveda.


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 plants effect on elephant, he had it
scientifically evaluated.
After extensive research, Serpina, the worlds first anti hypertensive drug,
was launched in 1934.
The legacy of researching nature forms the foundation of Himalayas
operation. Himalaya has pioneered the use of modern science to rediscover and
validate Ayurvedas 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.

Established Himalaya as a science based, problem solving, head to heel brand,
harnessed from natures wealth and characterized by trust and healthy lives.
develop markets worldwide with an in-depth and long-term approach, maintain
at each step the highest ethical standards.
Respect, collaborate with and utilize the talents of each member of the
Himalaya family and the local communities where Himalaya products are
developed and consumed, to drive our seed-to-shelf policy and to rigorously
adopt eco friendly practices to support the environment we inhabit.
Ensure that each Himalaya employee strongly backs the Himalaya promice to
expectation of the consumer, each time and every time.

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.

Starting off operations in Dehradun way back in the 1930s, 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
Over one crore tablets are punched every day.


Each Himalaya product undergone years of primary research and clinical trials
before it reaches the market.
Himalaya has a well defined Research and Development policy. It states that
no investment is too much when it comes to scientifically creating safe drugs
and therapies. Himalayas history is one of innovation through research.
The company believes that the ideal healthcare system lies in the synergy
between Ayurveda and modern science. Himalaya constant endeavor is to
create innovative product that satisfy the health and personal care requirement
of contemporary living.
Himalaya prides itself on being a completely research oriented company.
Indeed it is this emphasis on R&D that allows Himalaya to produce safe
efficacious and constant remedies using Ayurvedic principal.
The R&D department is focused on product development, quality control and
standardization. All products are derived through rigorous research and
produced in state of the art facilities.
The products represent commitment to continuous investment in the best
people, practice and technology. Himalaya does not support Borrowed
Science or the practice of using published literature to substantiate claims.
Each Himalaya product undergoes years of primary research and clinical trials
before it research the market.


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 mans quest to unlock natures 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.

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.
As part of the environment control system, it has installed a modern effluent
treatment plant long before regulation mandated it. A high stress on quality,
several quality circles and special project teams working on Total Quality
Managements (TQM) projects make quality a way of life in Himalaya.
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
This enables Himalaya to produce phytopharmaceticuls with uniform levels of
batch-to batch consistency. This ensures that the customer gets the same high
quality product regardless of where it is purchased.


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 covers two areas Quality Assurance and Quality Control
Pharmaceutical products are designed and developed with the following
requirementsGMP ( Good Manufacturing Practices)
GLP ( Good Laboratory Clinical Practices)
GMP (Good Manufacturing Practices ) for pharmaceutical include assessment
of quality, safety and efficacy:

Crude plant material pharmacognosy


Plant preparation analytical


Finished products formulation and development


Stability stability studies are conducted on all our products as per ICH
(International Conference of Harmonization) guidelines to ensure quality
of the product throughout its shelf life.

Efficacy Assessment


Activity pharmacological


Clinical studies phases I,II,III

Formulation of products

Identification (Literature survey of ancient classical text and scientific

literature) Pharmacognosy microscopical identification, macroscopical
identification, maceration and cultivation.


Preclinical pharmacology


Standardization Certificate of analysis, quality assessment, purity.


Formulation and development development of dosage forms, stability



Clinical studies Phases I, II, & III and phases I V

The Quality Management System at Himalaya


QA holds prime responsibility for generating system and procedures

handing product complaints audit, process, stabilization and validation.


Regulatory affaires prepares QA-related document for product



QA regulates sourcing, site approval GMP maintenance, transfer of

technical documents, training support product technology transfer.


For GMP documentation of critical steps in the manufacturing process

and any significant change made to the process are validated.

Good Laboratory Practices


Organizational process; included the condition under which laboratory

studies are planned, performed, monitored, recorded and reported.



to promote development of quality test data.

Comparable for mutual acceptance in different countries

To avoid technical barriers to trade

To develop standard for herbal formulation

To protect human health and environment

Standard operating procedures

Good Clinical Practices


An international ethical and scientific quality standard for designing,

conducting, recording and reporting trials that involve human subjects.


Compliance with this standard provides public assurance that the right,
safety and well-being of trial subjects are protected, consistent with
principles in the declaration of Helsinki.


Objective to provide a unified standard

Good Agricultural Practices


A benchmark of acceptable crop production methods


A prerequisite to manufacturing pharmaceutical grade products


A code of conduct that lays down how crop must be grown right so
quality of


product is not compromised.


Stipulates that use of pesticides and herbicides, if any, be documented,

synthetic fertilizer be minimized and banning human sewage sludge in


Introduced by European Herb Growers Association.

Good Harvesting Practices

Covers wild crafting of medicinal plants
Desined to ensure that wild material is harvested in a sustainable and
environmentally acceptable way.

Research Activities


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


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.

Himalayas product can broadly be categorized into three main ranges, viz.


Personal care

Animal Health

Pharmaceuitical Range : Health maintenance, eye, cardiac and skin care,

immune booster and cough control
The medicinal range of products carries the Himalaya hallmark of researching
Ayurveda and capturing its benefits in formulation. 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.
The medical range comprises over 35 products and is broadly classified into
four categories viz.

Childrens healthcare products

Mens healthcare products

Womens healthcare products

General healthcare products

Childrens Healthcare products


keeps babies healthy and happy

Mentate -

channelizes mental energy


the cough reliever


builds the bodys own defense mechanism


Unparalleled in liver care

Mens Healthcare products


Restore his confidence


Gives hope to childless couples


Strengthens erectile power and improves sexual


Tentex forte

Reliable non hormonal, safe sex stimulant for man


A new dimension in BPH management

Tentex Royal

Enhances desire and improves performance

Rumalaya forte Dual advantage arthritis control

Womens Healthcare products


Clears acne effectively and safetly

Renalika The coolant of the urinary tract


Ensures completes uterine care


Bone insurance lifelong


Instils confidence in her


The natural styptic


Helps her glow again


A new advance in derma care

V Gel

Quells infections, relieves symptoms

General Healthcare products


Keeps the joints mobile


The beacon of hope for diabetics


The breakthrough antispasmodic


Dependable anti-nausea therapy

Ashvagandha: Calms nerves, revives mind


Improves digestion, relieve gaseous problem


The combination that solves the problems of piles


Ensures total hand hygiene


The gentle bowel regulator


Relaxes mind


(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

Health Care:
Pain Balm, Cold Balm, Ayurslim Capsules, Daily Health capsules, Acne-nPimples cream, Foot care cream, Antiseptic cream, Pain Massage oil, Muscle
& Joint Rub, Pure Hands, Anti Stress Massage oil, Chyavanaprasha, Honey
and Teas etc.
Oral Care: Dental cream
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 is a systematic and integrated process of collection, interpreting,

analysis and presentation for the purpose of gathering of necessary conclusion.

Following are the steps in brief of research methodology: -


Data gathering: - by primary and secondary sources.

Gathered data in integrated.
Integrated data is analyzed and interpreted to form conclusion.
Conclusion derived and report is formed.
Presentation of project report.

It is an essential part and procedure of a project report and is generally

conducted for the purpose of finding out the scenario of market segment,
consumer perception and where the company is standing and its relevant
reputation among the customer.
I furnish the following relevant criteria for the purpose of accomplishment of
the research: -


Marketing strength of Himalya Herbal Healthcare


Company Undergone:- Himalaya Herbal Healthcare Ltd.

Products :- Personal Care products for which survey is sought

Area :- Jaipur


To assess the market potential

To analysis the competitive forces
To understand the monitoring competition
To understand market segmentation levels

Segment Marketing
Individual Marketing
Niche Marketing
Local Marketing


The methodology employed for the study of the project MARKETING

collection of primary and secondary data.

Primary Data: - Conduct of market survey by serving questionnaire and

personal interview to the general people.

Secondary Data: - Gathered data from published sources serving the

relevant and sound information such as newspaper, magazines, company
leaflets and brochures, internet website etc.


Sampling: - sampling is a procedure of obtaining a sample which is a small
number or mass of individuals for the purpose of representation of entire
Two types of sampling are followed: - A Random sampling and a systematic
sampling. Here for the purpose of carrying out the market survey and research
of data.
I performed random sampling where I randomly selected the people and
questioned them directly pertaining to the research objective.

Sample size: - 100 individuals as respondents are belonging to several

categories like salaried or professional, businessmen and student etc.
Form of Questionnaire: - The questionnaire was closed ended with the
provision of choices and the interviewed people had to answer from the
choices only. The questionnaire was simple and easy to put.


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 .

A limitation is the weakness point of the anything like study. Some kinds of
limitations are as followed:People are not much aware about the products.
Sometimes the use of products does not leave any impact or if leave to a very
low extent on the consumer. He purpose for
There is a tendency of people to rely more on cosmetics then on Ayurvedic
Ayurvedic industry has seen a sleep downfall from the resent past therefore the
science is slowing down.
It is indeed very sad to know that people are having very little or no knowledge
with regards to Ayurvedic products and still do not recommend to others or
misleading others to buy other products.
There is a lacking of efficient sales and marketing professional team.


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.
A variety of internal and external forces impinge on an organization and its
marketing system. Internal forces are inherent to the firm and can be controlled
by the management. External factors cannot be controlled and usually affect
the industry as a whole, rather than individual players.
The external forces are divided into microenvironment and macroenvironment. The micro-environment consists of the suppliers, marketing
intermediaries and customers.
While macro-environment consists of the demography socio-cultural, political,
technological and legal environment.
Environment forces dynamic and any change in them brings uncertainties,
threats and opportunities for the markets. Changes in the environmental forces
can be monitored through environmental scanning, that is, observation of
secondary sources such as business trade and Government.
Environmental analysis that is interpretation of the information gathered
through environmental scanning. Marketers try to predict what may happen in
the future with the help of tools like marketing research and marketing
information/intelligence system, and continue to modify their marketing efforts
and builds future marketing strategies.
An analysis of the external environment and identification of opportunities and
threats is extremely important for the survival of a firm in the long run.
Managers, who fail to recognize the changes, leave their companies vulnerable.

These companies fail to capitalize on the opportunities provided by or cope

with threats posed by the environment changes.
In the 1980s, industry leaders lost their competitive advantage to relatively
new entrants due to the lack of proper analysis of the external environment. In
the automobile industry, Hindustan Motors and Premier Automobiles lost out
to Maruti Udyog Ltd., which was successful in understanding the environment
and assessing the needs of 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
Competition has a significant impact on the marketing environment. The level
of competition depends upon the structure of an industry. The level of
competition in an industry decides the marketing dynamics.
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.
Todays, 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.




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Monitoring Competition

A firm must develop a system to gather to gather information about the

competitors; understand market trends and what customer wants.
Marketers must study the action of major competitors, as this will help them
assess the performance of their marketing strategies vis--vis the competitors
and recognize the strengths and weaknesses of their strategies.
Monitoring also aids in adjusting the current marketing strategies, planning
new ones and developing a competitive advantages.

Market Segmentation Levels

A market comprises of different consumers possessing innumerable tastes and
reference. Depending on their marketing approach and the nature of the
products, marketers can adopt different levels of segmentation.
The levels of markets segmentation are :Segment Marketing
Individual Marketing
Niche Marketing
Local Marketing

Segment Marketing

Marketers divided the target into different segment on the basis of

homogeneous needs. Although it is evident that no two customers are like these
customer are segmented on the basis of a broad similarity with regards to some
attributes such as tastes, preference etc.
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.
Segmentation is also sometimes identifying, capturing and retaining potential
new markets. For example, Tata entered the jewelry market with the brand
name Tanishq.
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
Individual marketing is the extreme level of segmentation in which marketers
focus on individual marketing. In fact, almost all the business-to-business
marketing is individual marketing.
These days, most companies are approaching individuals through e-mail to
promote their products and services. These companies usually have a tie-up
with popular websites like yahoo and rediff and send their promotional mails to
the large customer base of these sites.

Amazon. Com keeps track of individual tastes & preference of customers and
sends mail alerts whenever a book is introduced in the market that suits their

Niche Marketing
Niche marketing can be defined as the marketers efforts to position their
product or service in smaller markets that have similar attributes and have been
neglected by other marketers.
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
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
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.
The prominence of local marketing has become so dominant that even if a
product proves to be successful at the national or global level, it may be fail
utterly at the local level because of unmatched local tastes and preferences.
Source: Fast Food Fables

McDonalds entered the Indian market in 1996. Initially, it had burgers and
other related items on the menu which were mostly foreign to the Indian
Therefore, to suit the local needs of the Indian customer McDonalds
introduced Indianized products such as Aloo Tikka, Chicken Patties, Paneer
Salsa and Chicken Mexican etc

Market segmentation patterns

Due to the saturation of the existing markets in developed countries, many
firms have increasingly started looking at global markets, especially
developing countries.

Many researchers have proposed that country segmentation be adopted to

successfully serve these markets with their products and services. Countries
falling in similar macro level factors are grouped together as homogenous
markets so that they can be served more efficiently.
Multinational segmentation is also done on the basis of the new product
diffusion process. To study the new product diffusion process, a wide range of
socioeconomic, cultural and political factor are taken into markets for
Employing marketing mix variables on studying these patterns is a better
option. When international markets show similar tastes and preference in
smaller groups, they are segmented with the help of comparative cluster

Effective segmentation
If marketers segment potential markets, the segmentation needs to be such that
they can target their effectively and develop communication programs to
convert potential customers into real customers and maximize their profits.
However, it is not always necessary to segment a market. If the needs and
wants of all potential customers are homogeneous, the market need not be
For effective segmentation, segmentation variables need to exhibit certain
characteristics. They are discussed below.


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.
For example, a variable like the purchasing power of potential customers is

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.
If a product is manufactured for them, the company should be able to make a
profit by targeting them. For example, traditionally most manufacturers
produced tools and equipment suitable for right handed persons because the
manufacturer considered that the market for left hander persons was not
substantial. However, this trend is changing now.

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.

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.

A segmentation variable should help marketers develop effective marketing
programs to attract and potential customers effectively.

Target Market Selection Process

After the process of effective segmentation, marketers must focus their
attention on the targeting the market segments that are relevant to their
products and likely to respond positively to their marketing strategies.

Evaluating the Market Segments

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


Selecting the Market Segments

After evaluating different market segments, the company or the marketer
should decide which segments to target. Targeting the customers in a highly
competitive environment is a complex process.
Therefore, marketers are searching for new ways of targeting customers.
Companies such as Philips are adopting new ways to target their customer.
Philips formed a committee comprises engineers from R&D and social
scientist to interact with children to come out with new product ideas.
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 companys 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

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

However, the strategy of targeting a single segment has worked well for some
markets. For example, Mercedes only concentrates on the upper income group

Selective specialization
Selective specialization is a process in which the company focuses its
resources on a few markets segments and develops its expertise in fulfilling the
needs of those segments. Thus, by concentrating on more than one segment,
the company can minimize its risk.
So even if one segment becomes unattractive, it can concentrate on the other
segments and fulfill its organizational objective of earning profits.
For example, automobile manufacturing such as Hyundai, manufacture
different models like Santro, Accent and Sonata to cater to different segment
with different levels of incomes.
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
A company specializing in a specific product category supplying to different
segments effectively will gain a substantial reputation in manufacturing such
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 companys product will be totally replaced in the

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
For example, Giant Hypermarket, a discount store at Hyderabad, targets people
who want to buy apparels, kitchenware, electronic goods, vegetables, liquor
and groceries etc.
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.


Q.1 Are you:

Health conscious


Skin care conscious






Interpretation : according to the respondents of Jaipur city 51% of people are
health conscious whereas 32% of people are skin care conscious , 09% are
both health and skin care conscious and 08 is other .

Q.2 Do you use healthcare products?







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 .

Q.3 Do you apply and use the products on?





Legs & Hands


Whole Body


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?






Interpretation: according to the respondents of Jaipur city 45% of people

believes in ayurvedic care products whereas 38% people dont 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




May be


Interpretation: according to the respondents of Jaipur city 26% of people

thinks that definitely there is a side effects of using modern skin care product
while 59% of people thinks that there is no side effects of using modern
products whereas 15% persons are neutral.
Q.6 have you heard the name of Himalaya and availability of its products?




Didnt know


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 .

Q .7 Do you want to know about the products gain?







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?





Yet to be achieved


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?





May be


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


Non Ayurvedic products




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



Himalaya is dedicated to providing the highest quality and consistency

in herbal care, the company was awarded an ISO 9001:2000 certificate

in 2003.
Himalaya is the largest tablet coating unit in the country.
Wide range of health care and skin care products suitable for all leaving

no side effect.
Himalayas products are the very good in Ayurvedic standard.


Slow promotion strategies

Slack has been observed in Ayurvedic industry from the recent past.
Products are costly and people prefer other cosmetics in relation to it
offering the same advantages.

Since products are available in wide variety as well as with

No side effects, the company has an open market potential

To capture and builds its brand value among people.
Company can adopt the acceptable price range of the products.

There is a stiff competition and low demand for products.
Entrance of new competitors, MNCs posting a threat.
There is the price war at the global level/
Governments rules and regulations can affect the companys progress.


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.
Therefore, they are relaying on the products as delivered by the company
Himalaya and there are delivering equal satisfaction from it also.
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.
So company can builds its great reputation if it undergo aggressive promotion
towards sales and consumer awareness.



Company should focus on sales promotion and publicity measures such


as advertisement in TV, newspaper etc.

Company should employ best marketing and sales personnel and


professional who assist it growing company.

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.

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.



Regular training and development should be given with respect to new

products being launched and in regard to the market prospect.

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.
Company can adopt the simple price policy.
They should try to understanding the people about the products feature.



Q.1 Are you?

Health conscious
Skin care conscious

Sometimes to either one

Q.2 Do you use healthcare products?


Q.3 Do you apply and use the products on?

Legs and Hands
Whole body

Q.4 Do you believe in Ayurvedic care products for your skin care or
health care?


Q.5 Do you believe that modern skin care products leave side effects
after a span of time?

Of course
May be

Q.6 Have you heard the name of Himalaya and availability of its

May be

Q.7 Do you want to know about it?


Q.8 Do you agree that the company Himalaya has a market potential
to grow and

avail its Ayurvedic products?

Yet to be achieve

Q.9 Do you agree that today no company is 100% guaranteed about

the successful applications of their products?



May be

Q.10 Which of the following you would like choose primarily for you
health and skin


Ayurvedic products
Non Ayurvedic products
Both types

Date: .
Place: .