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Marketing & distribution Strategy for brand Sri Sri Ayurveda in India

Ayurvedic medicine and FMCG industry in India
Market size and Growth

Challenges and Opportunities

Indian Market: Estimated as Rs. 4205 Crores

Availability of quality raw material and lack

Export of ayurvedic drugs and allied herbal
products is estimated as Rs. 440 Crores

of documentation for ayurvedic
medicines

Potential by 2020: Estimated as 7000 Crores

Ayurveda is more inclined towards
prevention of diseases and relatively less
towards cure

Ayurveda is predominant along India’s
traditional health system. It runs parallel to
the modern health care sector and has a
seventy percent share of formal medicine
market

Lack of awareness and misconceptions
among people

Consumer perception
Ayurveda is considered as very slow
process of recovery from diseases
People perceived it as a treatment having
no side effects
Ayurveda is always considered as
secondary option, reliability factor is low
Not a viable option in case of emergency
and acute disease

Comparison of Young Population and Purchasing Power
Biscuits Category’s Strong Performance

Source: EXIM Bank report

Challenges impending entry into rural and urban India

Sri Sri Ayurveda’s positioning in India:

High Distribution Costs - relatively higher distribution costs Lack of
Awareness – people do not know about the benefits of Ayurveda
Availability – lack of distribution channel
Lack of Quality Research - limited data and affecting decision making

Low awareness level
No Points of difference in SSA products
Insignificant market share in Indian ayurvedic medicine
sector

Approach:
Positioning – Areas to consider:

Competition:

Need-Gap: identify gaps in the market and cater to unmet demand
Substance: develop positioning based on company’s capabilities
Competition: create long term positioning inimitable by competitors
Communication: resonance with target market & media viability
Profitability: assess the level of sales that can be achieved with the
positioning and develop cost effective marketing mix

Ayurvedic medicine sector: more than 35+ companies
Homeopathy: competition from homeopathy sector
FMCG sector: Big brands already have penetration into
rural and urban market

Marketing and Distribution Strategy:
Objective
To enhance
sales of SSA
products

Tools

Message

Audience
Define target
audience after
segmentation

Develop Content
For
Value proposition

Select media
channels which
maximize reach

Resources
Allocate budget
for different
channels

Timelines
Plan phases wise
implementation

•Redefine to suit
Middle East Nations
•Study demographic &
Socio-economic profile
Secondary Research using databases,
research reports & journals

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TEAM GLADIATOR

Consumer Behaviour:
•Analyze buying
patterns, preferences
• Study the influence of
culture & attitudes
Competitor Analysis:
•Determine critical
success factors
•Establish competitve
frame of reference

Need-Gap Analysis:
•Understand consumer
perceptions of brands
• Discover unfulfilled &
latent demands
Positioning:
•Develop unique value
proposition
•Design message &
creative strategy

Primary Research using in-depth
personal interviews & surveys

Phase4

•Forecast demand
•Assess trends &
growth opportunities
Segmentation &
Targeting:

Phase3

Market Analysis:

Phase2

Phase1

Project Roadmap:
Media Channels:
•Design media mix for
reach & awareness
Budget Allocation:
•Estimate media cost
to achieve set targets
Implementation:
•Recommend
execution strategy to
build brand Britannia
Data Analysis using Perceptual
Mapping & Conjoint Analysis

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