CRITICAL ANALYSIS OF ADVERTISING AND PROMOTIONAL STRATEGIES FOLLOWED BY HIMALAYA HEALTHCARE, INDIA 1.

1 INTRODUCTION The research work analyzes various types of advertising and advertising mediums followed in the current market. This study also performs the analysis on the promotional activities in the market based on the literatures of various researchers. The focused on identifying the advertising and promotional strategies followed by the Himalaya which one of the leading healthcare industry in India. In order to identify its recent strategies and its impacts on the customers buying behaviour, a survey will be conducted with the customers of Himalaya healthcare in India. Totally 50 customers will be selected from the various outlets of Himalaya. A structures questionnaire will be developed and distributed to them to know the required information. The collected information will be analyzed and presented as the findings of the study. The gap between the previous researches and the present study will be performed with the help of literature review. 1.2 RESEARCH BACKGROUND This research intends to make a study of the promotional and advertising approaches of the healthcare company Himalaya. These measures are intended by the concerned company to impact the purchase behavior of the consumer. Himalaya healthcare may perform and operate on the basis of several advertising and promotional means. This action is performed by the firm to significantly impact the company consumers and make them purchase Himalaya products. Hence, positive impacts of the advertisements will only help the company to reach the consumer and achieve the growth in the market by reaching the consumer. The knowledge of this research would help the steps taken by the company to be successful with the consumers and will help the firm to maintain these practices with the company. The awareness concerning the measures that are not positive by the company will help to change the approach towards advertising in the particular regard by the company. The company will thus be able to grow quickly by performing business efficiently by this research. The customers on the other hand will get an idea about the advertising means used by the establishment to reach the customers. Their purchase behavioral displays will be the bases for the company to perform in a better manner in the future and will

also help the market to grow considerably thus enhancing the business operations and development of the industry in the specified region. 1.3 THEORETICAL BACKGROUND The public get the advertised knowledge concerning the goods or services by the advertisements made to the public by the advertisers. According to Hiebing and Cooper, (2004), enhancing the promotions of the services or the products by the attraction of the people to the advertisements and displaying these advertisements in a positive manner is intended by the advertiser in their business advertisings. Informing about something to a massive volume of the individuals is termed as advertising (Janoschka, 2004). The sales information in the form of a message which holds space in news stories and around the news stories, TV programs and magazine features is the consideration of advertising by educated observers in this regard. Formation of the message and communicating the contents of the message to an individual with the hope that the individual will react in a certain manner is the simplest form of explanation for advertising (Wells et al, 2006). Turning the attention of the individuals to certain things in particular is the meaning of advertising. Public intimations or the provision of public notice is the dictionary meaning concerning advertisements. Interactions of the business information to existing and possible consumers are the utilization of advertising. Buyers and sellers find advertising to be important for their business. Getting the information concerning the product availability, the approach to utilize the product and providing extended selections in purchasing the product is the cause for advertising to be significant to the buyers. Communications to be made with a very high volume of target audiences by the aid of advertising is identified to be the reason for advertising to be crucial for the sellers. Promoting the products is the assistance of advertising to the marketers. The individuals are not the target audiences in advertising (Armstrong, 2006). Individuals who collectively form a group are targeted by advertising. Mass communication is the nature of advertising. Communicating individually is however the form of communication made in a personal selling measure. Publicity and advertising are different from one another. Publicity incurs no charges while advertising expenditures are incurred by the advertisement sponsor. Positive effects are only resulted by advertising.

As per Tellis (2004), competition amidst the companies in a major level is triggered by advertising. Informing the customers concerning the newer or enhanced forms of services from the company to the consumers is informed by the company by advertising. Major support to media in most nations is offered by advertising. Advertising costs of the company are subsidized by the public. 1.4 RATIONALE OF THE STUDY The scope of performing this study is to identify the type adverting and promotional strategies of Himalaya healthcare in India. The result of this study provides the better advertising and promotional activities performed in the healthcare industry. Healthcare industry is one of the fast growing industries in India and it has high competition level. The result of the study will be helpful for the middle level healthcare industries to develop their own marketing and advertising strategies. This research gives the awareness on the type of advertising performed in the healthcare industry and its impacts on the consumers buying behaviour. 1.5 AIM AND OBJECTIVES AIM The main aim of this study is to analyze the advertising and promotional strategies followed by Himalaya healthcare and its impacts on consumer buying behaviour OBJECTIVES • • • • • To analyze the concept of advertising and its importance To perform the study on types of adverting and available mediums for advertising To analyze various promotional activities followed in the market To identify the advertising and promotional activities of Himalaya healthcare in India To identify the impacts of adverting and promotional strategies of Himalaya on customers’ buying behaviour

To give recommendations to Himalaya healthcare to improve its advertising and promotional strategies

1.6 LIMITATIONS OF THE RESEARCH Examining the advertisement and promotional approaches of Himalaya healthcare with relation to the effects of the same on the buying behavior of a consumer is the idea behind the performance of this study. This research hence will collect the data from the consumers of Himalaya healthcare company. Although the consumers of Himalaya healthcare offer the data for this research, customer buying behavior is closely associated to the consumers in everyway which is also related to the company and their association levels with the consumers. This research is however not an in – depth research since the consumer buying behavior is the only concentration and does not concentrate on the causes and its relation to the company marketers. Thus, the data will not be collected from the marketers or individuals working in the company which is the only limitation in this study. 1.7 STRUCTURE OF THE DISSERTATION The inclusion of five chapters in this research work is involved to study the aim and objectives of this research efficiently. Each chapter will present the idea of the research work to a certain extent which will finally be useful to determine the conclusion for this research in one way or the other. The various chapters which are dealt in this research work are the introduction, literature review, research methodology, data analysis and conclusion and recommendations. The various discussions that are made in each research chapter are presented in the following sections. The introduction chapter is the commencing chapter of this research. It deals with the provision of the basic introduction for the research. The basic introduction is concerned with the cause to perform the research (aim), importance of the research, the research limitations and the background of the research. These are also the ideas offered in this research work introduction chapter. The research is performed to examine the advertising and promotional measures of Himalaya Health Care and influences of the same on consumers’ buying behavior. Various advertising measures and mediums to advertise by companies are known by this study. The literature review section of the research deals with the literatures of the authors concerning the advertising classifications and mediums in advertising as per the knowledge of these authors.

This section will aid in knowing what advertising measures and mediums are prevalent to a company to use them effectively for business causes. Subsequent chapter will be the research methodology chapter. This chapter will perform the task of stating the diverse methods and approaches which will be utilized to collect this research data and will also present the cause due to which other classifications will not be used to gather the research information. The next research section will deal with the analysis of the collected information from the consumers who are this research samples. The findings for this analysis will also be offered in this research section based on the responses and analysis of this research collected information from the consumers. Once the analysis of the information attained from the customers is examined, the commencement of the presentation of the conclusion for the entire research which is based on all research chapters and mostly based on the research findings will be made in the conclusion and recommendation chapter. Providing the recommendations for the research work will conclude this research work. CHAPTER 2 2. LITERATURE REVIEW 2.1 INTRODUCTION Communicating the message to the community in which the message is created to attain a goal is called advertising. The advertisement to serve the purpose of the business or the public is the basis on which the variation will be seen in the objective. The goal of the supplier to recommend the possible purchaser of products for sale, the quality, utility, efficiency, availability, cost and every supplementary feature of information that could negatively impact the purchaser decision in buying the advertised items constitute the business objectives (Shimp, 2008). 2.2 ADVERTISING Advertising to be the form of definite communication and offer the classification of communication to be a part of an advertising description makes the initial part of advertising. The manner in which advertising works with the possession of a principal focus on the AIDA concept is the other form of the description of the advertising concept. The outer communication of an organization is made in advertising. As per O'Guinn (2008), the something information made to a huge volume of individuals is called advertising.

Advertisements made by the private and public companies not created with a profit motive and government authorities that are intended to inform the society concerning the presented circumstance and making them to listen to the message is involved in a public objective. Buying and utilizing the time or the space in a single or multiple mass communication media is involved in devising and conveying the advertisement message. The communicator, recipient and media to be associated with one another in a social structure to be signified by advertising is clarified by the above explanations (Ogden and Rarick, 2009). 2.3 PROMOTIONS The provision of the extra incentives, which results in supporting the intended market in performing certain incremental behavior is made by promotion. The output of the enhanced short term sales and the relation with a good or service or the link with the same is achieved by the incremental behavior. Price off/sale, events, sampling, packaging, refunds, premiums, couponing, trade allowances, bonus packs or the multi packs and sweepstakes or games are the various types of promotions. As per Wiehenbrauk (2010), requirements of the target market to be promoted, offering essential incentive for motivating behavior, constructing the required amount of knowledge for an offer, restricting the obstacles in promoting the participation and developing the best value perception in the least investment are five measures to increase successful promotions. The important constituents of a marketing mix are the consideration of a promotional activity. Presenting the goods in an alluring manner to the consumers to support the consumers in the purchase of the goods is aimed by the promotional activity. Selling, advertising, sales promotion and public relations constitute the promotional activities (Wiehenbrauk, 2010). Getting new consumers and retention of the present business consumers is made by selling. Recognizing the consumers involving the series of sales operations for achieving an order is comprised in selling. Communicating the information, growing supportive attitudes to a commodity and creating sales are the objective of advertising. Offering incentives to the consumers to buy their purchases in the form of cash or similar such valuables is seen in a sales promotion. Setting up and maintaining the joint understanding among a company and the community by a purposeful, intended and sustained attempt is called public relations. 2.4 TYPES OF ADVERTISING

Institutional and product advertising are the two extensive classifications of advertisements. According to Kurtz (2010), selling the specified service or the product in a non personal manner is termed as product advertising. The average person results in thinking about this form of advertising means when the individual converses about many promotional actions. Kurtz (2010) further states promoting single industry goodwill, establishment, company, individual, government agency or geographic location or the promotion of a thought, viewpoint or perception is made by institutional advertising. The PR works of a company to be associated in a closer manner to institutional advertising is also observed in this form of advertising measure. Promoting the product sales is the most regular utility of the advertising media. The customer advertising is composed by the products like the cars, soft drinks, hamburgers and jeans. Retail, business to business and general are the three forms of product advertising (Lamb et al, 2008) The retail oriented is the most domestic form of advertising measure. As per Lamb et al (2010), the organizational customer message which makes an advertisement of the sale or makes a promotion of the merchandise or the services is presented by retail advertising. The inclusion of dates, costs, places, brands and models that are specific in nature is witnessed to be the characteristics of this advertising measure. Additional specifications are the feature of general advertising in the comparison of the features among retail and general advertising. Companies and brands are the subjects of general advertising. The sale of the national brand paint in a nearby shopping store to the consumer is stated by retail advertising. The paint quality, the national level paint promotions and balancing the retail advertisements to be informed to the consumers is made by general advertising. Organizations involved in a business to business advertising inform the products dealt by the company to the other businesses to expand their business utility services offered to the consumers (Pride and Ferrell, 2010). Boutique hotels and similar such businesses receive the catalogues from the soap, supplementary amenities and shampoo makers. According to Kurtz et al (2009), the customer advertising happens in a higher level than the public relations advertising. Several forms are taken by public relations advertising. Numerous diverse intentions that is associated to the company image in a public perspective and the communal encouragement for the company messages comprising public service, institutional, political and advocacy advertisings is served by public relations advertising.

The service offered by Super MegaMart to a society is termed to be institutional advertising. Image advertising is the other term for institutional advertising (Lamb et al, 2010). The company is highlighted by institutional advertising. Institutional advertising is associated to the advocacy advertising in a closer manner. The company or the goods or the services of the company to be promoted in a lesser level is the focus of advocacy advertising. Advocating to the company cause or the objective that is significant for the company to be focused in a higher level is seen in this form of advertising measure. Advocacy advertising and political advertising are not different from one another since a partisan instead of the focus on a public service is observed in political advertising. The company advertisements to be made on behalf of the other institution are the consideration for a company to indulge in public service advertising. 2.5 OBJECTIVES OF ADVERTISING Advertising messages are utilized by the marketers for the cause of accomplishing three primary goals. They commence with the intent to inform, influence and remind the messages to the people (Kurtz et al, 2009). Individual utilization or the utilization by combining the goals with one another can be made for these goals. The society could be informed about the presence of a non profit company who could be influenced to make donations or become a member of the company or attend a function when a non profit entity is advertised by a company. The development of the demand for the product, individual, location, thought, cause, company or service in an initial level is sought to be made by informative advertising. This objective is followed by the individuals intending to promote their entry into a new market. The frequent dependency of the marketer to announce the availability will determine the success of the entry of the promoter in the new market which is the cause to pursue this strategy (Chaudhari and Gokhale, 2009). The launch stage of a PLC to observe informative advertising is due to this cause in a market situation. The enhancement of the demand for the present product, firm, people, region, view, cause or service is attempted by persuasive advertising. The competitive form of the promotional measure which is appropriate for the development and the commencing part of the maturity stage of a PLC is the consideration of a persuasive advertising. The original variety of 7Up to be 100% natural to be announced by the latest advertisement campaign after the removal of the artificial preservatives in the soft drink is an illustration of persuasive advertising.

Strengthening the prior promotional action by preserving the product, entity, person, locality, initiative, causes or service name in the eyes of the public is attempted by reminder advertising (Trehan and Trehan, 2011). The last part of a maturity stage and the decline stages in a PLC do not observe any changes in this strengthening initiative. Reminding the customers with specifications to the women consumers concerning the stain fighting aspects of the Tide detergent by the special form of focus on emotional dedication held by women to clothing is sought by Procter & Gamble. The link among the objectives in advertising and PLC stages is shown by the below figure. The tendency to work in the finest possible manner in the initial stages is held by the informative advertising. The efficiency in the latter stages is however held by reminder advertising. The complete life cycle can observe the efficiency of the persuasive advertising if this form of advertising is done in a proper manner.

Source: Trehan and Trehan, (2011). Direct sales goals were the form of statements made for the advertising objectives by the marketers in the olden days. The means to attain the communication objectives involving the information, influence and reminding elements to the possible consumers of a service is the view of advertising in the present timeframe which is additionally realistic and standard in this regard. Conditioning the customers to implement positive viewpoints to a promotional message is sought by advertising. Enhancing the possibility in which the consumer will purchase the specified service presently or in the long term is the objective of an advertisement (Kotler and Keller,

2008). The closer association among the communications in marketing measures and the strategies in promoting the goods to be held by advertising is illustrated in this sense. 2.6 ADVERTISING MEDIA The means to allocate the advertising expenses of the marketers in the best possible manner is a common question faced by each and every marketer. Equal volume of significance is held by cost in selecting the media that is the most appropriate for advertising by the marketers although cost is a significant consideration in this regard. Benefits and issues are possessed by each and every form of media. The following sections deal with the advantages and disadvantages of various forms of media. Newspapers The biggest volume of advertising media is the reputation of newspapers since they constitute a large percent of the advertising volume among the advertising media usage by the people. Local advertising is not a rare feature in newspaper advertising since the facility to modify the advertising to every individual community is possible in newspaper advertising. Each person in a society to avail the newspaper due to the reach of the newspaper is also witnessed to be another facility of the newspapers. The facility of the readers to refer to the advertisements whenever they possess such needs and organize the advertisements with the supplementary advertising and merchandising attempts form the supplementary advantages of a newspaper (Hair et al, 2009). One among the important utilities to be present in the newspapers are identified to be the advertisements other than the national and local news in the newspapers. The associated shorter life term of the newspapers is the disadvantage present in this advertising medium. Television The other important measure in the advertising mediums is the Television. The achievement of high volume of advertisements to the peoples is the ranking of television advertising amidst other advertising mediums. However, the chief in the national advertising measures is the consideration for television advertising. Cable, network, local and national is the four divisions of this form of advertising. Although the expenses associated with a television are usually high, a considerable volume of influence on the possible consumers is held by the television (Kotler et al, 2011). The supplementary benefits of televisions are the mass coverage, prestige, elasticity and repeat features to be made to viewers and the consumers.

The message to possess a non permanent nature and certain amount of public distrust for television advertising are the disadvantages in television advertising. The other issues in this advertising measure is the lesser selectivity issues in offering the advertising to the particular target markets which results in advertising the advertisements to more disinterested people and the involvement of higher cost in television advertising. Direct Mail The overall advertising expenditures to be more and the fact that these expenditures are to be constituted by direct mails results in the determination that the direct mail are considered to be an important advertising medium. Selectivity, personalization, intense coverage, complete information, flexibility and speed constitute the direct mail advantages (Kotler et al, 2011) the extreme costs involved in direct mail advertisements are an issue in this form of advertising to the consumers. The efficiency of the mailing lists to be the reliable factors and the occasional issues of the consumer resistances however are observed to be the disadvantages in this advertising measure. Radio The other significant medium to broadcast the advertisements is the radio since almost every household in the USA owns considerable number of radio sets in an average basis. The collective advertising volume to a sufficient level is accounted by the radios. Network, local and spot advertisements are the classifications that can be seen in radio advertising. The immediateness, lesser expense, elasticity, mobility and choice of the targeted audiences are the benefits in radio advertising (Hair et al, 20009). Radio messages to possess a shorter life span and a higher volume of the fragmented audience composition is the prevalent issues in this form of advertising measure. Magazines More volume of advertising volumes is also accounted by the magazines. Millions of subscribers to make their subscriptions to the Modern Maturity magazine make the magazine the biggest in USA on the basis of the paid subscriptions for magazines by the subscribers. Millions of subscribers also subscribe for the TV Guide and Reader’s Digest magazines. Selectivity, prestige, life span for a longer timeframe and quality reproduction are considered to be the most important benefits of the magazines. The broadcast media and the newspapers to be highly flexible in contrast to the magazines is the issue in a magazine type advertisement. The local

advertisings in numerous provincial versions of the national news magazines are an indication of the solutions to this problem in the magazines. Outdoor Advertising The billboards which are a form of the outdoor advertising measures constitute only very less volume of the entire advertising expenditures. The interactions of the easier ideas in a rapid manner are the strength of outdoor advertising. The capability in advertising the products that are sold in the local spots and repeat advertisements are determined to be the benefits prevalent in an outdoor advertising (Lamb, 2010). The messages to be brief and the presence of the considerations to be aesthetic is significant in outdoor advertising. Other Media Options Movie theatre advertisements and the advertisements in the airline movie screens are the components of the other forms of media advertisements (Hair et al, 2009). Advertisements in the videocassette movies are made by various companies like Pepsi, Coco Cola, Hershey and Chrysler in the recent times. Trucks possess the advertising messages in the forms of displays of numerous companies. However, transit advertising is also utilized by the supplementary companies as a form of advertising measure for the company promotions. The hot – air balloons utilized by the companies like Eastman Kodak, Coors, Maxwell House and states of Connecticut and Maryland is a diverse advertising measure which is achieving popularity in advertising means by a company. Separate employments or the form of combinations with the advertising measures to utilize additionally customary media could be made for these alternative media. 2.7 OBJECTIVES OF PROMOTIONAL STRATEGY Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. The possible objectives for marketing promotions may include the following:

Build Awareness – New products and new companies are often unknown to a market, which means initial promotional efforts must focus on establishing an identity. In this

situation the marketer must focus promotion to: 1) effectively reach customers, and 2) tell the market who they are and what they have to offer.

Create Interest – Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussion of consumer and business buying behavior, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and humor.

Provide Information – Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors. In other situations, where the product competes in an existing market, informational promotion may be used to help with a product positioning strategy. As we discuss in the Targeting Markets tutorial, marketers may use promotional means, including direct comparisons with competitor’s products, in an effort to get customers to mentally distinguish the marketer’s product from those of competitors.

Stimulate Demand – The right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts may be directed at getting the customer to try the product. This is often seen on the Internet where software companies allow for free demonstrations or even free downloadable trials of their products. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. For example, a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods.

Reinforce the Brand – Once a purchase is made, a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer. For instance, many retail stores now ask for a customer’s email address so that follow-up

emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customer-marketer relationship 2.8 SALES PROMOTION STRATEGIES Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-ofpurchase (POP) displays, contests, rebates, and sweepstakes. There are three types of sales promotion strategies: Push, Pull, or a combination of the two. A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts (Bowersox and Cooper, 2004). The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums.

Source: Armstrong and Kolter, (2007).

Figure: pull and Push strategy A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level (Trehan and Trehan, 2009). This strategy is often employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product, thus pulling it through the channel. Consumer-promotion objectives are to entice consumers to try a new product, lure customers away from competitors’ products, get consumers to "load up" on a mature product, hold & reward loyal customers, and build consumer relationships. Typical tactics employed in pull strategy are: samples, coupons, cash refunds and rebates, premiums, advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays (Yeshin, 2006) .Car dealers often provide a good example of a combination strategy. If you pay attention to car dealers' advertising, you will often hear them speak of cash-back offers and dealer incentives. 2.9 PROMOTIONAL PRICING STRATEGIES According to Kotler et al, (2010), Companies can use a number of pricing techniques to stimulate early purchase: ■ Loss-leader pricing: Hospitals often cannot price their obstetrical services high enough to cover their expenses. Because women are the primary decision makers for the family’s health care choices, investment in these services can help stimulate future hospital use when the need arises. ■ Special-event pricing: Sellers will establish special prices to attract customers for special occasions, such as opening a new store, launching a new product line, or celebrating some other special event (Young and pagoso, 2008). ■ Seasonal discounts: As is the case for many retail businesses, health care revenue cycles can be cyclical. To smooth demand, some firms offer special pricing during predictable downturns. For example, cosmetic dermatology services are often promoted in the spring and summer months.

■ Cash rebates: Health care product company’s offer cash rebates to encourage purchase of the manufacturer’s products within a specified time period. Blood Pricing Strategies and Decisions in Health Care 337 glucose monitoring machines are one example of such a product. A more immediate type of rebate is a cash discount at the point of purchase; for example, coupons that patients can use when they fill a physician’s prescription at the pharmacy. ■ Low-interest financing: Instead of cutting its price, the company can offer customers lowinterest financing. This technique is particularly attractive for health care information technology firms, because they price annual service contracts based on a percentage of the system’s sales price (Vashisht, 2005). ■ Longer payment terms: This tactic is used particularly by medical device and pharmaceutical companies, which stretch loans over longer periods and thus lower the monthly payments. ■ Warranties and service contracts: Companies can promote sales by adding a free, low-cost, or extended warranty or service contract (Kotler and Keller, 2009). ■ Psychological discounting: This strategy involves setting an artificially high price and then offering the product at substantial savings. As mentioned earlier, such tactics are investigated by the Federal Trade Commission and other organizations, such as Better Business Bureaus. However, discounts from normal prices are a legitimate form of promotional pricing. Promotional-pricing strategies should be used cautiously, because they are often a zero-sum game. If they work, competitors copy them and they lose their effectiveness. If they do not work, they waste money that could have been put into other marketing tools, such as building up product quality and service or strengthening product image through advertising (Kotler et al, 2010). 2.10 ADVERTISING STRATEGIES IN HEALTHCARE INDUSTRY Mass advertising is still the most effective and efficient way to get a message out to the largest number of people. Both big pharmaceutical and big insurance companies use mass advertising as a primary marketing channel. Pharmaceutical companies primarily utilize television and magazine media while insurers tend to use primarily direct mail and TV to a lesser extent. One requirement of drug advertising is the disclosure of potential adverse effects from use of the drug product in the ad. In print, marketers are required to provide very detailed information on

their product including chemical makeup, usage, and adverse side effects, right alongside the positive benefits of using the drug. In broadcast media, because of time limitations, manufacturers only need to verbalize adverse side effects. Too long a list of negative side effects can dissuade a consumer from using a drug. In such a situation, marketers have to weigh whether they should advertise directly to consumers or only to physicians. Local physicians and hospitals use media like community newspapers or regional magazines to make consumers aware of their health specialty and location. Some doctors' practices and hospitals rely on public relations initiatives like local charitable golfing or running events to create awareness. Local health fairs are also usually staffed by local healthcare marketers, even though they're often funded by large pharmaceutical or insurance providers. The goal is to get directly in front of a patient population, conducting simple health indicator screenings such as cholesterol and blood pressure measurements and suggesting followup at their local facility as needed. Health fairs are often planned to coincide with other local events like parades or street fairs that attract a significant amount of foot traffic. The Internet has proven itself an invaluable tool for all healthcare marketers. Local physicians use online advertising or submissions to search engines and directories to ensure they will be found during a local web search. Hospitals, too, have online presences in websites that act as digital brochures. Drug companies and insurers establish websites both for physicians and for patients to visit. The Internet allows drug makers to explain a disease condition thoroughly, using renderings and reallife patient cases, to provide answers to frequently asked questions and to offer a means to contact the maker, an insurer or a local physician. Insurers' websites give detailed descriptions of plans, coverage and benefits. 2.11 PROMOTIONAL STRATEGIES IN HEALTHCARE INDUSTRY Health care companies use medical journals to advertise their products, and frequently advertising revenue is the only source of funding of these journals, which are often sent free to doctors. Increasingly consumer pull for drugs is being created indirectly also by Internet promotion, and perhaps more questionably by partnerships with patient support groups (Buckley, 2004).

The impact of the Internet Consumers are able to purchase all kinds of prescription drugs online often without need for a prior prescription. Research conducted by Bloom (1999) showed that most Internet pharmacies provide poor quality information, fail to have adequate safeguards to ensure medicines are dispensed correctly, and also charge more for both products and services. Smith (2003), referring to an Australian study, found that online pharmacies often lacked important information about contra-indications for medications available on their sites. However even if one sets aside the impact of Internet pharmacies, on the basis that the additional costs may put them outside the reach of consumer, the Internet has also offered Big Pharma a largely unregulated way to reach the consumer directly – through company websites. For example, if one searches the Lilly blockbuster Prozac on the internet and goes to the manufacturer’s website one can take self-diagnostic tests which allow the possibility for the internet user to self-diagnose depression, even if the site includes warnings and disclaimers.However enormous the implications of DTCA of drugs and the budgets devoted to this, the issue of physician targeted promotion is significantly greater on all fronts, both financially and in terms of eventual outcomes. Komesaroff and Kerridge (2002) state that promotion and marketing to doctors makes up a quarter to a third of their annual budgets “… totaling more than US$11 billion each year in the United States alone).There are no comprehensive figures available, but it is estimated that, of this, about US$3 billion is spent on advertising and US$5billion on sales representatives, while expenditure per physician is believed to be over US$8000.” As mentioned earlier in this article the Canadian Medical Association Journal in 2002 estimated the US promotional spend to be even higher at approximately $19 billion dollars. This activity includes advertising, gift giving and support for medically related activities such as travel to meetings and support for conferences. Why do firms spend so much on promotion to doctors? Essentially because they rightly see that doctors are the gatekeepers to the success of individual brands. To quote Barnes (2003) “Prescribing ‘events’ such as a physician swapping one brand for another …. Can make or break a brand’s success.” Doctor-targeted promotion takes a variety of forms: • Gifts, such as free samples, small stationery (Riccardi 2002), travel to conferences and educational events, and, some argue, cash (Medical Marketing & Media 2003, Prawirosujanto 2001, Strout, 2001)

• Sponsorship of conferences and educational events The use of key opinion leaders – i.e. senior clinicians and medical educators as speakers at learned conferences Lerer (2002) Burton and Rowell (2003) • Funding of medical journals through advertising. Pharmaceutical companies use medical journals to advertise their products, and frequently advertising revenue is the only source of funding of these journals, which are often sent free to doctors. Smith (2003), the editor of the British Medical Journal, writes thus of advertising by Big Pharma “To attract advertising these publications have to be read by the doctors whom the advertisers want to reach. So the free publications work hard at making themselves attractive, relevant, interesting, and easy to read – in contrast to journals, which are often delivering complex, difficult to read material of limited relevance.” Davidoff et al 2001 write of a decision among the editors of some of the world’s largest medical journals to adopt a common policy of disclosure of information about the source and validity of articles submitted for publication, and possible conflicts of interest. Hence, for example, contributors to the British Medical Journal must disclose any potential conflicts of interest that might arise. This policy does not however apply in the non-medical press and women’s magazines, and many of the world’s broadsheets carry thinly-veiled info-mercials for medical conditions, such as Revill’s coverage of female testosterone deficiency in the United Kingdom national newspaper The Observer in Jan 2003. CHAPTER 3 3. RESEARCH METHODOLOGY 3.1 INTRODUCTION The research is generally conducted for the enhancement of the knowledge of the research subject (Kumar, 2010). But the data has to be collected in the research to conclude the research in a proper, effective and confirmed manner. The process of data collection involves several methods and practices to collect the data in the efficient manner. This research methodology chapter stated the measures and approaches used to collect this research data from the consumers in the stated manner. 3.2 RESEARCH PHILOSOPHY

Usually, many studies do not derive the same result like the previously performed research result about the same topic. It is required to understand the others views and subject concept deeply to derive the conclusion. Understanding and examining the particular concept is the main role of the research philosophy. There are two basic extremes of philosophy such as Interpretivism and positivism (Biber and Leavy, 201). 3.2.1 POSITIVISM According to O’Leary (2004), investigating the several views of responders to derive the efficient conclusion for the research is the actual meaning of positivism. Even though, research performer obtains negative response from the participator, the researcher performs it effectively in positive manner. This study is performed using the positivists’ philosophy. Since, the research performer obtains different views about the promotional and advertising strategies of Himalaya Healthcare and its impact on consumer behavior from the customers of Himalaya Healthcare, the researcher directs this study in optimistic manner even if any negative interpretation is provided by the customers. Therefore, it is clearly known that positivists’ philosophy is applicable philosophy for performing this study work. 3.2.2 INTERPRETIVISM Research performer takes only the authors views into an account to perform the study process is defined as Interpretivism. In this philosophy, the conclusion of study is determined by using the authors’ interpretation by not modifying it. Therefore it is so called as Interpretivism (Blaxter et al, 2006). Research performer not utilizes this research philosophy. It is because the conclusion is derived by analyzing the different perceptions of responder and not by analyzing and using the authors views as like without any changes. This is the main cause for research performer to not use the Interpretivism philosophy. 3.3 RESEARCH APPROACH

According to Crowther and Lancaste (2008), when research is performed in certain manner is said to be as research approach. It has been divided into two different approaches such as deductive and inductive research approach. These two are illustrated in the forthcoming section. 3.3.1 INDUCTIVE APPROACH In this philosophy, the research performer draws the conclusion as per the responders’ interpretations. Inductive approach can also be called as bottom up approach (Saunders et al, 2003). This study does not use inductive approach for this research process. Since, the research

performer knows the general concept about promotional and advertising strategies and usual behavior of consumer towards it and information is collected according to the general idea. This inductive approach is not utilized in this study process. 3.3.2 DEDUCTIVE APPROACH Drawing the result for research according to the general idea about it is termed as deductive approach. Initially, theory is analyzed and then based on the theory the data collection process for research is performed in deductive approach (Lodico et al 2010). Deductive approach is used for further structuring this research to derive efficient conclusion. In this research, the general information about advertising and promotional strategies and consumer behavior is well known by researcher and the research is also analyzed based on customers’ response for acquiring effective result for research. Therefore, deductive approach is apt approach than the other approaches. 3.4 RESEARCH METHODS According to Creswell (2003), technique which pursued to perform the data collection process is defined as research methods. Two research methods which used generally in study work are the quantitative and qualitative research methods. 3.4.1 QUALITATIVE METHOD

Examining the behavior, inner feature, attitude and feelings of oneself is defined as qualitative method. Requirements of an individual can be keenly observed using this qualitative method (Johnson and Christensen, 2010). Research performer utilizes the qualitative method for obtaining effective solution for this research work. Since, researcher analyzes deeply about customer behavior towards the advertising and promotional strategies by gathering details from customers of Himalaya Healthcare, this research method is used in this study work. In addition to analyzing the customer behavior, this research also analyzes their requirements and factors that required to improve in the advertising and promotional strategies of Himalaya Healthcare products, therefore, qualitative research method is determined as apt method for performing this research work. 3.4.2 QUANTITATIVE METHOD The method which not deals with the internal feelings of oneself, but deals with the measurable information is defined as quantitative method (Wimmer and Dominick, 2006). Responders’ information is represented in statistical form such as charts, tables, graphs and so on. Quantitative method is not applicable for performing this study work. Since, it is required to determine the behavior of customers towards promotional and advertising strategies; the quantitative method is not suitable for performing this study. 3.5 DATA COLLECTION METHOD The sources by which the data for the research work can be collected by the researcher is distinguished into two types which are commonly known as primary and secondary data collection method (Hair et al, 2006). This data collection method is divided into two types on the basis of the sources by which the research data can be collected in these methods. 3.5.1 PRIMARY DATA COLLECTION METHOD The primary data collection method takes more time to collect the research data. This is because the sources which offer primary data collection like interviews, surveys and observations do not possess readymade information from the samples since efforts have to be taken in deriving the information from these samples by these data collection measures (Kotler and Armstrong, 2010).

The present research would however use the primary data collection method and achieve the data from the Himalaya healthcare product consumers. The customers of this company would be surveyed by the provision of the questionnaires to the Himalaya consumers to get this research information. The questionnaires which are a primary data collection tool to gather the research information will also be used in this research to gather the information from these sources by this data collection method. 3.5.2 SSECONDARY DATA COLLECTION METHOD The means to collect the data from the secondary sources such as the internet, websites, newspapers, articles, journals and books is called secondary data collection method (Stevens et al, 2005). This method of collecting the data will not be used in this study since the concerned method may be already collected data. This information may hence not be updated as per the requirements of this research work in these sources which may exactly be the requirement in this study. The objectives of the collected data that is already present in these sources may be differing from this research objective. Hence, there is a possibility in utilizing the inappropriate data in using the information from these sources which is the cause to not consider the secondary data collection method of getting the research data. 3.6 SAMPLING TECHNIQUE The means to choose the lesser part of the population intentionally in spite of the presence of the population in a larger volume to collect the research information is termed as sampling (Babbie, 2010). The cause to perform sampling is the belief that the smaller population volume will possess the awareness or the characteristics of the larger population from whom the data is originally intended to be collected in the research. The current study will choose the respondents for this research in a purposive manner. The intention to perform this study is to know the advertisement and promotional measures utilized by Himalaya healthcare in promoting their products to the consumers. Impacts of these promotions on the behavior of the consumers are also thought to be learnt by this study. Hence, the Himalaya healthcare consumers will be purposively chosen to achieve this research

information. This is the reason behind the selection of the samples to be made in a purposive manner in this research. The 50 samples will be utilized to gather this research data. 3.7 PILOT STUDY A sample research that assists in estimating the faults in the way of doing research is defined as pilot study (Bordens and Abbott, 2006). In this study, research performer gathers the information about customers’ behavior towards the promotional and advertising strategy with few numbers of samples. This assists researcher to determine the wrong path of the research. Therefore, pilot study is significant aspect and performed in this research work. 3.8 RELIABILITY AND VALIDITY This research should observe the measure to be constant. This is the rule for the research to be reliable. Providing the validity to the conclusion of the research on the basis of numerous definitions in the research is the qualification for the research to be valid (Rubin and Babbie, 2009). The Himalaya customers will be the sources who offer this research information. The advertising and promotional measures by which the consumers possess the knowledge concerning Himalaya products and the means by which they in turn impact the consumers in their purchases is achieved in a sequential manner indicating the presence of reliability in this research. This study will get the information from the consumers of Himalaya healthcare. This research on the other hand is made on the consumer buying behavior impacts on the basis of the advertising and promotional measures of Himalaya on the customers. The research used the primary sources to get the data in spite of the presence of the secondary sources that can offer quicker data for the achievement of additional volume of appropriate data. This confirms the presence of validity in this study. 3.9 GENERALIZABILITY In the research work, Generalizability can be accomplished by using more number of samples. Researchers’ uses 50 samples for doing this research, hence, this research derives only less Generalizability. In future, this study can be highly generalized, when drastic ranges of samples are utilized in this research work.

3.10 ETHICAL ISSUES This study is apart from the ethical, environmental and political issues because it is performed without any of these issues. The rules and regulation of research academy, which provides the information that research has to be performed in particular manner is followed by this research. In confidential manner, the details of customers who participated in this research are maintained effectively. This research is mainly performed for education use. 3.11 STRENGTH AND LIMITATION OF RESEARCH This research is highly valid and reliable, since, the primary data collection method is used for gathering the details about the customer impact on the promotional and advertising strategy of Himalaya Healthcare from the customers of the Himalaya Healthcare. The consistent information is also obtained from the customers of Himalaya Healthcare; therefore, this research conclusion is more accurate and reliable. More time of the researcher is wasted due to primary data collection process performed in this research work. 3.12 SUMMARY This research intends to study the behavior of the consumers of Himalaya healthcare on the basis of the advertisement and promotional measures made to the consumers by the company to promote the products to the consumers effectively. The above sections however offered the clearer knowledge about the means by which this research data could be collected in the most efficient manner by the use of the methods stated and justified in this research chapter.

CHAPTER 4 4. DATA ANALSIS 4.1 INTRODUCTION Research chapter analyzed various research method, approach, philosophy involved in Promotional strategy of Himalaya product. This chapter investigated the research question with

author review and customer opinion. The objective of the research is processed by enclosing various factor related to Promotional strategy of Himalaya product. This data analysis is done among the customers by taking the sample size of 50. 4.2 ANALYSIS ADVERTISING AND PROMOTIONAL STRATEGY FOLLOWED BY HIMALAYA HEALTH CARE 4.2.1 GENDER OF THE CUSTOMER Recently, Himalaya Company follows various kinds of strategy to enhance the growth level of the company. Customers were the best users of the A Himalaya company product; hence, it is suitable for obtaining the information about Himalaya company promotional strategy from customers. Both the male and female gender has participated in this survey process to offer the details about products and promotional strategy of Himalaya Company. Many customers were participated in the survey process which has been conducted to know about promotional strategy of Himalaya Company. From the whole sample size of 50, 60% of the customers were the males who responded about promotional strategy and its cause for the success of Himalaya company product. Rest 40% of the customers were the female candidates participated in the survey process. According to the Rowley (2006), marketing mix components and strategy is helpful to increase the productivity and revenue of the organization. RESPONDENTS’ RATIO

Source: Advertising and promotional strategy followed by Himalaya health care (2011).

In many authors’ researches, male customers were participated in the survey process to afford information about the promotional strategy and its cause for the success of Himalaya company product. Similarly, in this research many male customers were involved in the survey process rather than female customers. 4.2.2 MODE OF ADVERTISEMENT FOLLOWED BY HIMALAYA Many firms were using different modes of advertisement to promote and attract the customers in huge level. Different people will get attraction with various advertising media such as TV, website blogs, magazine and newspaper. The objective of research gets fulfilled by investigating the better advertising media for Himalaya product. The investigation is done among the customers with sample size of 50 in order to find the best advertising media for Himalaya product. In this survey, 40% of respondents voted that TV is the best media which helped them to know about the Himalaya product. 30% of customer said that magazine is the good advertising media for them. 20% of respondents suggested that they are familiar about the Himalaya product with the help of website blogs and the remaining 10% of customers voted for newspaper. Lehmann and Winer (2005) stated that the awareness is created among the public with the help of advertising media and it includes different supportive techniques to encourage the product among public. MODE OF ADVERTISMENT FOR HIMALAYA PRODUCT

Source: Advertising and promotional strategy followed by Himalaya health care (2011). In this research author opinion and customer opinion concerning advertising media matches with each other. Hence it concludes that the Himalaya product status will rise in greater manner with the help of advertisement. 4.2.3 USAGE OF EMAILS, PAMPHLETS, BROCHURES OR LETTERS TO REACH CUSTOMERS BY THE MARKETERS Himalaya product reaches many customers through advertisement and direct marketing measures which are composed by emails, letters, brochures or pamphlets. Even customer has the option in internet to ask doubts about the product with the customer care executives. This advertising feature gives detail brief about the product to the customers and this increase the sale rating. According to Lehmann and Winer (2005), direct marketing is performed by gathering information of the customers from the database. Direct marketing is done by brochures, letters, pamphlets and emails. 70% of respondents commented that direct marketing improves the product sale of Himalaya product and 30% of people voted that the usage of letters, emails, brochures or pamphlets doesn’t help in improving the Himalaya product sale. UTILIZING THE BROCHURES, LETTERS, PAMPHLETS OR EMAILS BY

MARKETERS TO REACH THE CONSUMERS

Source: Advertising and promotional strategy followed by Himalaya health care (2011). In this investigation customer estimation and author view matches with each other. This concludes the topic as that the product sale of the Himalaya will raise due to the direct marketing approach which can be made by emails, letters, brochures or pamphlets and it tends to say that direct marketing attracts the customer in a great manner as compared to other methods. 4.2.4 THE MEDIA INTERVIEWS ABOUT THE HIMALAYA PRODUCTS INCREASED THE POPULARITY OF HIMALAYA PRODUCTS IN THE MARKET Promotional strategy of the products usually focuses on the media interviews. People use to get Himalaya product awareness with the help of media interviews. Economic factor of the organization mainly depends on Promotional strategy of the service and product hence it requires the popularizing. This research is conducted in order to gain necessary source to complete the investigation with great efficiency. According to Lehmann and Winer (2005), advertising of product is done by its beneficial and significant quality, feature with the help of media. 40% of respondents agreed that the Himalaya products enhance their popularity drastically by the media interviews about the company products in various television channels. 20% of people voted they strongly agree the concept. 20% of disagreed the concept and other 10% of respondents stated that they strongly disagree the concept. The remaining people who were 10% stated that they don’t have idea regarding the Himalaya product popularization by media interview. POPULARITY OF HIMALAYA PRODUCTS BY THE MEDIA INTERVIEWS

Source: Advertising and promotional strategy followed by Himalaya health care (2011). This Himalaya product popularization by media interview research is satisfied due to the matching points of authors review and respondents view. This concludes that the Himalaya product reaches most of the people through media interview. 4.2.5 LESSER COST OR HIGHER COST OR ANY SUCH PRICE MEASURE ADOPTIONS MADE BY HIMALAYA TO RESULT IN MORE PURCHASES OF HIMALAYA PRODUCTS Himalaya has dedicated procedure to design the prices of the services and the products. This characteristic feature has definite standard as compared to other products. This tells the level of the product quality in the product. The objective of investigation completes by including the price measures such as the practice of lesser or higher cost or the similar form of price measures followed by the Himalaya Company in making customers to buy Himalaya products. This survey is conducted to identify the impact of price provisions like offering the products in a lesser price or higher price or in dealing with other price approaches to produce the output of purchase of Himalaya products made by Himalaya consumers.

According to Perreault and McCarthy (2007), rate of the product is constant depending on the market status and it should supply profit to the product. 70% of respondent said that the pricing strategy of the product doesn’t insist them to buy the product. The main reason to buy the product is quality and that particular factor made them to compromise with cost price. 30% of people said that Himalaya product has good pricing strategy and that factor influenced them to purchase the product. LOW OR HIGH PRICE OR THE OTHER FORMS OF PRICE MEASURES FOLLOWED BY HIMALAYA IN MAKING CUSTOMERS TO BUY HIMALAYA PRODUCTS

Source: Advertising and promotional strategy followed by Himalaya health care (2011). In this research the author review and customer view on pricing strategy of the Himalaya product matches with each other. It concludes to say that Himalaya product has definite pricing strategy and the product rate will be costly due to better quality, innovative technology, integrated device, etc. 4.2.6 OFFERS PROVIDED BY HIMALAYA AND ITS INFLUENCE ON THE CONSUMERS TO BUY HIMALAYA PRODUCTS

The Himalaya consumers in 50 numbers who also participated in this research survey were asked about the provision of Himalaya products in the form of offers and the influence of the same on the consumers to buy these products. Their responses to this question are as follows. The agreement to this question is stated by 22% while 8% strongly agreed this question. However, 26% and 14% did not provide their agreements and have also strongly not agreed this question. The remaining 40% have presented their neutral responses to this survey question. OFFERS PROVIDED BY HIMALAYA AND ITS INFLUENCE ON THE CONSUMERS TO BUY HIMALAYA PRODUCTS

Source: Advertising and promotional strategy followed by Himalaya health care (2011). As per Phansalka (2005), the optional growth vectors are utilized by the organization for enhancing the effectiveness and sales growth of the establishment. The above response indicates the provision of offers by Himalaya and its influence on the consumers to be accepted by very few samples. On the other hand, the disagreement of offers offered by the company and their influence on the customers of Himalaya is more than the customers who have agreed this question or strongly agreed this question in the survey. The highest volume of responses in this question is however offered by the consumers to the neutral

option which is an indication of the company to show more interest to the provision of offers. This question when compared to the literature matches with the literature to a certain extent. Offers are a form of optional growth vector for a company with its target audiences. They are however not concentrated highly by Himalaya which is evident from the responses of the samples in this research survey. 4.3 FINDINGS Himalaya product promotional strategy is investigated in this research work. In order to fulfill the research objective various different techniques is adapted, in this a Himalaya product research survey is conducted among the customers of 50 sample size with different question to cover the objective of research. Majority of gender involved in the research work is male and minor amount from female. Some of the review states that the innovation feature and effectiveness of the promotional strategies of Himalaya Company help the company to be successful with the company customers and in the market. Success of the Himalaya product is mainly due to the efficient marketing principles made by the company like the advertisement measures and sales promotion measures made by Himalaya Company in enhancing the sales of the company products. Himalaya company has own marketing policy which has defined procedure to catch the attention of the customers in a greater level. Certain measures by which the Himalaya Company is able to attract the consumer attention to the company in a greater level are by innovative features, latest technology, design of the product, communications about linked products smoothly and creative marketing measures. Himalaya marketer should have broad knowledge to analyze their requirement of people by proper size interaction. And they should possess knowledge to categorize different types of customer for marketing the product. And the next possibility for the Himalaya product success is creative and innovative products. Himalaya invents new product with full effective frequently. The Himalaya product success also depends on loyalty and brand name at some extent. Wilson and Gilligan (2009) stated that the success of the organization mainly depends on the marketing principle along with other factor. An Himalaya product sale promotion is performed by the valuable performance of advertising media along with these it includes well equipped feature which attracts large number of people. Himalaya has good integration circuit build in their

recognized product which is the highlighting feature of them and this makes them to stand as best in market place. The direct marketing measures that can be used by the marketers like the usage of emails, brochures, pamphlets or letters in marketing the products to match with the marketing actions performed by Himalaya is responded by an acceptance by 70% respondents. The literature to match with this research in relation to Himalaya direct marketing approaches is found by this question. A person requires large number of information while purchasing the product and those queries or enquires are fulfilled by direct marketing concept. Customer details are gathered from certain database and the marketers directly approach those people for insisting to purchase the product (Lehmann and Winer, 2005). Information regarding the Himalaya product gets popularity among the customer in proper format only by the suitable advertising media. Product marketing will become beneficial and qualified by encouraging the popularity for the product (Lehmann and Winer, 2005). Himalaya product rate will be costly as compared to other products in the market because it has innovative, integrated design, etc. People with well exposure have broad knowledge and they greet to use this Himalaya product in high rate as compared to other in market. Sales promotion can also be improved by revising the pricing strategy. Based on the market status, the good price should be fixed (Perreault and McCarthy, 2007). The Himalaya consumers participating in this survey were questioned concerning the offers provided by Himalaya which also had an impact on the consumers and influenced the consumers in buying these products in offers. Most customers only choose the neutral option to this question which is an indication of the offers offered and does not possess to influence the consumers in the purchase of the Himalaya products in offers. The consumers of the company also tend to know about Himalaya company products by TV’s, magazines, internet, emails, pamphlets, brochures and in several other ways. People are influenced by various reasons for becoming the fan of the particular company. Victory of particular organization mainly depends on the influencing factor present in the advertisement (Korzenny, and Korzenny, 2008). Favorable character involved in the Himalaya makes the product to stand as top one in the market as compared to other product.

4.4 SUMMARY The higher volume of customers felt that the Himalaya product is successful due to the effective promotional strategies followed by this company in the form of advertising and sales measures used by Himalaya. The TV advertisements of Himalaya products allured the consumers in a higher level to this company. Most customers are reached by Himalaya marketers directly which is in the form of letters, emails, pamphlets or brochures to make Himalaya product purchases.

CHAPTER 5 5. CONCLUSION The research is performed with the intent to make an analysis on the promotional strategies which are essential to an establishment for the cause of increasing the sales of the company. This research will also get the information concerning the marketing measures taken by Himalaya Company in marketing their innovative products successfully. The responses offered by the respondents to the survey questionnaire by which the findings were offered to subsequently result in offering the research conclusion is offered in the below sections. The male consumers participated in this survey in a higher level than the female customers in this research since the males to make their participation in this research were 30 while only 20 females made their participation to offer this research data. Loyalty, innovation and creation and brand name are considered to be the three causes for Himalaya success. However, these thoughts are added which in a combination make 60% research responses. Gilligan and Wilson (2009), stated that promotional strategy of the Himalaya products concentrates on four elements they are company, competitive, consumers and exogenous factor. Efficient promotional strategies such as effective advertisements and performance of sales measures properly enabled Himalaya to be successful as per 40% participants. It is identified that newspapers, websites, magazines and tv’s are the four measures by which Himalaya advertises its products to the customers. The customers of 40% have offered their vote to TV mode of advertisement in advertising the company products to the consumers. The seven reasons that made the customers to be allured to the products of Himalaya were soft communications of linked products, innovativeness, creative marketing, easy usage, product design and triumph of Himalaya in combining excellent products. The innovativeness and product design however were able to attract higher number of responses in support of this question in the survey. Reaching the customers by the provision of the brochures, emails, pamphlets or letters is termed to be direct marketing. The survey results made it clear that 30% among the 100% customers did not know about Himalaya by these forms of informative sources. Lehmann and Winer (2005) commented that the advertising media helps for creating awareness among the public along with

these it uses additive technology. But the consumers in a considerable volume on the other hand have accepted their knowledge concerning the popularity of the products of Himalaya by media interviews of the company products. The cheaper or costlier prices of Himalaya products or other such considerations in Himalaya products to be a strategy of Himalaya in its pricing to be the cause to purchase Himalaya products achieved positive responses only from 30% participants. 30% of the participants among the 100% participants replied positively to the question about Himalaya to provide products in offers which influence the consumer while 30% other responders replied negatively to this question. Neutral responses amounted to the other 40% responses. Himalaya offer products in offers which do not impact the consumers in a bigger way is known by this question. TV, Internet, emails, magazines, newspapers, brochures and pamphlets to be the forms of advertisement measures to help the consumers to know about Himalaya products and gain the knowledge on the same is also identified in this research. Integrated design, creation of a marketing policy and newer technology to be the reason for possessing the impacts on the customer to be the fan of Himalaya is also determined by this survey. Incidentally, these three factors also distinguish Himalaya from other companies. The other features which differentiate Himalaya from supplementary organizations are the inventiveness, usage practices, promotions and cost price of company products. 5.1 RECOMMENDATION

The causes for the success of Himalaya are efficient promotional strategies in relation to the advertising and the sales measures of this company, the loyalty, brand name and innovation and creation of A Himalaya. Very high volume of consumers state the Himalaya product to be advertising their products by television and magazines. Very few people have only chosen websites or newspapers for Himalaya advertising mediums which indicate the low level of advertisements made by Himalaya in websites and newspapers thus indicating the additional requirement of advertisements in these mediums.

The Himalaya customers who do not get the brochures, emails, pamphlets or letters from Himalaya have to be offered with these promotional measures to be regularly updated about Himalaya and operate with these customers and gain more customers by this association by Himalaya.

The causes to know the practice of lesser or higher cost or similar such price measures to be practiced by Himalaya to make customers to not result in the achievement of a sale to the company as per 30% respondents have to be examined by the company to act accordingly to get more sales by Himalaya.

The responders of 40% to state neutrally and 30% to negatively think about the provision of Himalaya products in offers which may or may not impact the consumer to purchase the products provided in offers is an indication of the requirement of these provisions to be made with additional attractiveness by Himalaya.

5.2 FUTURE RESEARCH Examining the promotional strategies needed by the company to enhance their sales and to study the promotional strategies that are needed by Himalaya to market the inventive products created by Himalaya is the reason behind this study work. This research data is received only from the perspective of the Himalaya customers. The customer will offer the information on the basis of the knowledge of the consumers or on the basis of their thoughts. However, these thoughts and the outputs of the same will differ proportionately when these thoughts of a consumer transform into a collection of thoughts of numerous individuals in numerous ways which impact a company in a big way. The future research works can get this research information from Himalaya managers in addition to the achievement of the data from the consumers of Himalaya company products.

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QUESTIONNAIRE TO EMPLOYEES OF HIMALAYA This survey is to identify the advertising and promotional strategies followed by Himalaya and its impacts on the consumer buying behaviour. This survey is a part of my research to fulfill my MBA SECTION 1: RESEARCH QUESTIONS 1.1 Which the mode of advertisement mostly followed by Himalaya to attract customers a) TV b) Internet c) Newspaper d) Magazine
1.2 The consumer buying behaviour can be influenced by the celebrities in the advertisements of

the Himalaya products a) Strongly agree b) Agree c) Neutral

d) Disagree e) Strongly disagree 1.3 Advertisements and promotional campaigns impact customer buying behavior and their decision making process a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree 1.4 Do the marketing strategies like advertising and promotional measures made by Himalaya require any enhancement for influencing the customer buying behavior? a) Yes, improvement is required b) No, improvement is not needed c) Required as per the business operations of the competitive market d) Others 1.5 What kind of promotional strategies used by Himalaya to attract the customers a. Sales Promotion b. Public relation c. Personal Selling d. Advertising 1.6 Do you think the customers are buying products based on the kind of promotion strategies used by Himalaya?

a. Yes b. No 1.7 Himalaya’s advertisements on store displays are effective to attract customers a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 1.8 Himalaya using ‘price reduction’ and ‘offers’ as the promotional strategies to attract the customers a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree

1.9 Do you think the advertisements and promotional strategies of Himalaya are really useful to attract customers? Give your opinion

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SECTION 2: BACKGROUND INFORMATION 2.1 Your Gender a) Male b) Female

2.2 What is your experience level at Himalaya? (In years) a) >1 b) 1 to 2 c) 2 to 5 d) More than 5 2.3 What is your designation in Himalaya Health care?

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2.4 Give some recommendations to improve adverting and promotional strategies of Himalaya health care products

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