SUMMER TRAINING REPORT

ON
MARKETING STRATAGIES

JIVA AYURVEDA
Submitted for the partial fulfillment For the award of the
Degree in
Bachelor of Business Administration (BBA)

J. C.Bose University of Science & Technology, YMCA

Session : 2019-2022

Submitted To: Submitted By:

Controller of Examination Aman
YMCAUST, Faridabad BBA 5th Sem.
Roll No. 1902301004
Regn. No. …………….

Satyug Darshan Institute of Engineering & Technology

Faridabad
 DECLARATION

I, Aman is a student of SDIET, Faridabad hereby declare that the report

entitled “Marketing Strategies at Jiva Ayurveda” is an original Work and
the same has not been submitted to any other institute for the award of
any other degree.

[Aman]
 ACKNOWLEDGMENT

My sincere thanks to my faculty guide of SDIET, Faridabad for her

valuable guidance and support at all time.

I am grateful to all the employees of Jiva Ayurveda deserve special thanks

for their cooperation and help in the collection of necessary and relevant
material for this project.

Also, I do thank and remember my friends for their effort and helping hand.

Every effort has been made to enhance the quality of work. However, I owe
the sole responsibility of the shortcoming, if any, in the study.

[AMAN]
 TABLE OF CONTENTS

S.NO CHAPTER

1. INTRODUCTION

2. COMPANY PROFILE

3. REVIEW OF LITERATURE

4. RESEARCH METHODOLOGY

5. DATA ANALYSIS & INTERPRETATION

6. FINDINGS OF THE STUDY

7. COCLUSION & RECOMMENDATIONS

ANNEXURE

QUESTIONNAIRE

BIBLIOGRAPHY
 Chapter – 1

INTRODUCTION
 INTRODUCTION

AREA OF SPECIALISATION

Marketing, more than any other business function deals with customers. Creating
customer value and satisfaction are the heart of modern marketing thinking and
practice.

Sound marketing is critical to the success of any organisation- large or small, for
profit or non-profit, domestic or global. Large for-profit firms such as
McDonnell’s, Sony Fed Ex use marketing, but so do non-profit organisations
such as colleges, hospitals, museums and even churches.

Many people think of marketing only as selling and advertising. However, selling
and marketing are only the tip of the marketing iceberg.

Today, marketing must be understood not in the old sense of making a sale-
“telling and selling”- but in the new sense of satisfying consumer needs.

If a marketer does a good job of understanding consumer needs; develops

products that provide superior value; and prices, distributes and promotes them
effectively, these products will sell very easily. Thus selling and marketing are
only a part of a larger “marketing mix”- a set of market tools that work together to
affect the market place.

Marketing is a social and managerial process by which individuals and groups

obtain what they need and want through creating and exchanging products and
value with others.

So , Marketing Management is defined as the analysis, planning, implementing

and control of programs designed to create, build and maintain beneficial exchanges
with target buyers for the purpose of achieving organisational objectives. Marketing
management involves managing demand, which in turn involves managing
customers relationships.
The basic task of marketing is the delivery of total offer to the consumer is such a
manner that

a) the offer fulfills the needs of the consumer

b) the term and attributes of the offer are acceptable, and beneficial to the
consumer, and

c) All the organisational goal, including profits are achieved in the process.

The concept of marketing touches every sphere of one’s life. It is through

marketing, the standard of living is developed. A successful business requires
marketing as its key factor. The firm marketing, in the traditional sense means
‘Making sale’ but in the modern era, this has changed. Now the emphasis is laid on
‘ satisfying the customers need’ rather than selling the articles. Therefore the recent
defination of marketing would be ‘the fulfillment of needs by the transactions and
exchanges of products through the media of markets in a ‘ satisfying manner’.

Now-a-days there a vast varieties of marketing strategies are developed by the

companies to promote the selling, but those companies which are giving importance
to a customer’s wants will be succeeded in their attempts. So among the companies
involved in the competition , the one which understand the customer’s will thrive
and others will perish as the saying goes struggle for existence and survival of the
fittest.

It the on going study various attempts have been made to understand the tactics of
Jiva Ayurveda. As a result of the competitions a company has to find new
orientations to bring about exchanges for the purpose of satisfying needs and wants.
Marketing decision is one of the important tools, a company has to take in its long
run. Most of the marketing decisions are based on Products, its price and the way in
which the selling can be promoted.
JIVA AYURVEDA

Jiva Ayurveda commenced operations in 1998 and is today a multilocational,

multi-product enterprise. The Company has major interests in health and beauty
care. Jiva Ayurveda is a leader in Ayurveda - the traditional Indian health care
system. The Company manufactures and markets a range of oncologicals. Jiva
Ayurveda is one of the few companies in the world to produce Paclitaxel - an anti
cancer drug. The Company has developed its own eco-friendly process to
manufacture this drug from raw material stage.

Today Jiva Ayurveda stands at the thershold of a major diversification, expansion

and globalisation programme that is aimed at transforming the once closely-held
family company into a professional group with interests such as diverse as
toiletries and pharmaceuticals and held products.

Pivotal to this effort and resources. In one deft stroke, the Burman family plans to
dilute its holdings in the group by 20 percent by offering Rs 54 crore worth of
shares at a premium of Rs 85 each to financial institutions, FII’s and the public. It
issued bonus shares to existing shareholders in the ratio of 4:1.

Together, this will hike the company’s paid up capital from Rs 4.56 crores to Rs
28.47 crores. In order to expand internal sources are no enough. Traditionally
known for its Ayurveda/ethic products, with well known herbal bases Jiva
Ayurveda Chyawanprash & Jiva Ayurveda Amla hair oil the company has
retrained this aura with even new products while at the same time entering modern
areas of business.
 Chapter – 2

COMPANY PROFILE
 COMPANY PROFILE

Jiva Ayurveda was founded with the mission of 'taking Ayurveda to every home'.
Our objective of making people happy and healthy through authentic Ayurvedic
treatment delivered at their doorstep is a direct response to the ailments and
disorders – such as diabetes, arthritis, asthma, obesity, hypertension, spondylitis,
piles, skin problems, sexual disorders, etc. - affecting the global community today,
most of which do not have any impactful or sustainable treatment in modern
medicine.

The Jiva TeleMedicine Center, a first-of-its-kind concept in the world, was

established in 1998 as an integrated center of telephonic health consultation. Today,
Jiva has 150 Ayurvedic doctors and consultants providing consultations to more
than one million patients across 1200 cities and towns in India. Our team of doctors
has been personally handpicked and trained by Dr. Partap Chauhan, one of the most
widely-traveled Ayurvedic doctors in India, who constantly guides and supervises
them. Moreover Jiva’s television shows on Ayurveda have been reaching out to
over 50 million viewers across India through popular channels such as Care World,
News 24, Darshan 24, Disha TV, Mahuaa and India News UP/Bihar/Rajasthan.

To ensure quality, efficacy and purity, Jiva Ayurveda manufactures its own
medicines and products at its ISO 9001:2008 certified manufacturing unit and
pharmacy in Faridabad, India.
Learning Work-Life Balance

Modern life often violates the principles of natural living. We work long hours in
offices with artificial light and air conditioning systems. We rush from one
mundane task to the next while being bombarded with advertising, constant noise
and pollution. Pure water, air and food are becoming scarce resources, in an
environment that is becoming increasingly toxic. Our lifestyles are often as
detrimental to our health as the environment. We don’t have time to prepare
breakfast.

Depression caused by increased Tamo Guna

Mohan Kujur (name changed), a 24-year-old from Sundergarh, Orissa, had been
suffering from depression for the last 12 years. He always felt restless, sweated a lot
and lived in fear. He was self-centered, and did not speak to even his family
members. He was so afraid of things that he never went out of the house. As a
result, he did not complete his studies, was unemployed, and totally dependent on
his father’s income. Additionally, he also had complaints of insomnia.
 Custom-made herbal formulations, diet and lifestyle plan cures
Piles condition:

For three years, Sheela (name changed), a 32-year-old housewife from Jind,
Haryana (India), had been experiencing swelling in her anal region as well as
bleeding after defecation. She also had a history of hyperacidity and flatulence for
five years. In fact, she had Diarrhoea whenever she ate spicy foods, which was
accompanied by a burning sensation in the anal area. This happened three to four
times in a month on an average. As a result, she had lost her appetite to a great
extent.

Drumstick Soup

Drumstick soup is beneficial in asthma, bronchitis, arthritis, diabetes, and low blood
pressure. It shows positive effects in amenorrhea and reduction of weight. Being
warm in potency, it is very effective against digestive disorders such as anorexia
and flatulence. The rejuvenating effect of drumstick on the nervous system makes
this a useful recipe in nervous debility and paralysis.
Treatment

Jiva Ayurveda provides authentic Ayurvedic treatment and medicines for all
kinds of chronic and lifestyle disorders such as diabetes, arthritis, stress,
migraine, high blood pressure, skin diseases, asthma, spondylitis, obesity and
sexual disorders, among others.

We have, on board, 125 Ayurvedic doctors  and consultants who have been
personally handpicked and trained by Dr. Partap Chauhan, one of the most
renowned Ayurvedacharyas in India. If you want to get an Ayurvedic consultation, you
can reach us in one of the following ways:

In Ayurveda, disease is always seen as an imbalance in the dosha system. As a

result, the diagnostic process strives to determine which doshas are
underactive or overactive in a body. Ayurveda offers mainly three kinds of
treatment - through Ayurvedic medicines, diet and lifestyle control and
Panchakarma.

Ayurvedic medicines mainly comprise of powders, tablets, decoctions,

medicated oils, etc., which are prepared from natural herbs, plants, and
minerals. Panchakarma comprises a number of Ayurvedic therapies involving
detoxification, therapeutic cleansing of the body and rejuvenation as a
treatment for many chronic conditions.
Clinics

At Jiva Clinics, you will find a variety of treatments to meet your specific needs -
customized herbal remedies, therapeutic massages, relaxing oil treatments, and more.
Our experienced doctors and staff will provide you with personalized care for a unique
healing experience.

We provide authentic Ayurvedic treatment and medicines for all kinds of chronic
diseases and conditions such as diabetes, arthritis, stress, migraine, high blood pressure,
skin diseases, cancer, asthma, spondylitis, allergies, hair loss, and obesity, among
others. You’ll also feel confident knowing that we manufacture all of our medicines,
oils, and products at our very own Jiva Ayurveda Pharmacy to ensure the highest levels
of purity, efficacy and quality.

Patients come to Jiva from around the world - from over 100 countries. No matter who
they are, they all expect one thing - that they receive high-quality, personalized,
effective treatment. We are pleased to say that the vast majority of our patients come
from personal references of friends and families — people who have regained their
health through the quality treatments that we provide. We also have a large number of
repeat patients, demonstrating that people visit us again for new health problems they
face because they have received successful healthcare from Jiva in the past.

Courses
Jiva’s Ayurvedic courses have shaped up the careers of many successful
Ayurvedic professionals around the world or simply helped people learn to
lead a healthy, balanced life in harmony with Ayurvedic principles. Choose
from the vast array that includes online, professional, beginners’, customized
and weekly intensive programs.
Train With Us

Whether you are an Ayurveda student, practitioner, teacher, or simply an

aspiring Ayurveda professional, be assured to gain an extensive knowledge of
the ancient medical wisdom combined with practical applications by choosing
a Jiva professional course.

Learn With Us

Want to lead a healthier, balanced and more productive life? Pick up an

Ayurveda course. Whether you are a housewife, office executive, student or a
retired person, anyb0ody can be benefited from our courses.

Products:

Triphala Tablets:

Cleanse accumulated toxins that block body channels. Also, cure urinary tract
infections, clears the blood of impurities and treat weak metabolism.

Ayurvedic Home Remedies:

The book, the third by Ayurvedacharya Dr. Chauhan, presents an insight into the world
of home remedies that can help in curing all sorts of basic health problems.

Aloe Vera Juice:

An anti-oxidant and blood purifier, Aloe Vera strengthens the immune system and
improves digestion. It also treats fatigue, joint pains, vitamin deficiency and dull skin.
AyurTour

Jiva welcomes you to India, the home of Ayurveda. Get away from the hustle-
bustle of your daily lives and come to our mystic land, to have the most
rejuvenating and enriching experience of your lifetime.

Our health tourism packages bring to you the best in personalized Ayurvedic
treatment along with an exhilarating experience of the richness of Indian culture
and tradition. You can pick from available packages, or create your own selecting
the course of Ayurvedic treatment and travel activities that best suit your budget
and schedule. Whether you want to travel with a group, partner, or just by yourself,
we are happy to accommodate you in any way.

What we Offer:

 Authentic Ayurvedic treatment based on your body constitution and dosha

analysis

 Panchakarma therapies (massages, steaming, etc.) for eliminating

accumulated body toxins and relieving stress

 Herbal medicines

 Personal consultation with a Jiva doctor

 Personalized Ayurvedic diet

 Yoga classes and meditation sessions

 Cultural evenings, full of dance, music and drama

Please feel free to browse through the AyurTour section to find out more about the
healthcare packages we offer, and also about the entertaining activities that you can
take part in.
Explore India with Jiva:

 Visit a local Indian village or marketplace

 Get custom made Indian outfits as mementos

 Get mehendi (henna) on your hands

 Visit an Indian family

 Learn how to cook Indian food

 Chapter – 3

REVIEW

OF

LITERATURE
 REVIEW OF LITERATURE

MARKETING STRATEGY FOR JIVA AYURVEDA

Fruit processing industry has been included in the high priority sector, which
means automatic approval for upto 51% foreign equity participation, free
import of capital goods, raw materials and other inputs for export oriented
units, and five tax-holiday for companies. This special treatment was
warranted due to inherent high growth potential.

There has been three-fold increase in fruits processing units in the last seven
years. The installed capacity of fruit processing industry has gone upto 29.10
lakh ton in 2003 from 19.50 lakh ton in 1998. The output of processed fruit
grew by around 22% during the same period.

Though, as a result of value addition, the industry is said to be rowing at 10-

15% per annum, no significant change has accrued to the companies from
increased production of fruits as the cost of production has remained high,
primarily driven by the cost of raw material. High cost of raw material is due
to small land holdings, which discourages the use of mechanised methods and
there are no economies of scale.

Also, as the processors from several small products, maintaining consistency

in quality of raw material becomes a problem. A plausible solution to this
problem could be corporisation of agriculture, especially for the production of
fruits. Large tracts of land can be allowed to be developed by the corporate
using modern technology.

The industry is extremely decentralised and a large number of processing units

are in the cottage and small-scale sector. The other major problem is the poor
post-harvest handling facilities. Consequently, the quality of fruit reaching the
processors continues to suffer.

There are few or no cold chains and cold storages in and around growing
centres. Poor storage and constant handling affects the quality of the fruits and
the processing companies end up losing 30% of raw material. This again leads
to an increase in the cost of manufacturing. Capacity utilisation continues to
remain abysmally low, at around 32%. This is because most fruits are seasonal
and the processing plant still prefers to go in for single fruit. More recently
companies like Jiva Ayurveda, which manufactures Real range of Aloe Vera
juices, have started experimenting with processing two or more fruits.
Capacity utilisation may improve significantly if this trend becomes more
popular. Brand building is an important part of selling and surviving strategy
for fruit processing companies. Companies like Tropicana from Pepsico.
which sells juice under the brand name Tropicana and Jiva Ayurveda’s Aloe
Vera Juices have emerged as successful brands, signifying the importance of
brand building in the fruit processing industry.

On the export market front, the picture seems to look better. A whole range of
new processed food products is emerging as the new export potential, which
specifically include the fruit juices. The Indian exports were generally
dominated by mango pulp.

Within the domestic market, among the processed fruit products, fruit juices
and such other products, like nectars etc, are beginning to get a market. But
the off-take is limited to the high income group. These products also face stiff
competition from bottled aerated drinks.

These facts does not really mean a dismal potential installed in for fruit juice
industry there exists a latent demand for fruit juice in the country. Indian
consumer has become more and more hygiene and health conscious, which
has led him to demand for hygienic food products. Fruit juices thus, have a
great potential to appeal to the Indian Consumer. The income level of the
average Indian is rising which has resulted in increase in disposable incomes.
Therefore, consumers are ready to buy packets, processed and hygienic fruit
juices rather than a glass of juice from the roadside juice vendor, even if the
packed juice may cost him more. Realising these facts and Govt policy to
include processed fruit juice industry under the high priority sector, many new
and old companies entered the packed fruit juice market.
To precede everyone, was the Rs. 150 crore Jiva Ayurveda which is well
known as a pharmaceutical company. In June, 1998 Jiva Ayurveda, entered
the juice market realising its potential with its vast range of Aloe Vera fruit
juices.

MARKETING STRATEGIES OF JIVA AYURVEDA FOODS

The activities and programs which a business firm designs and carries out in
its efforts towards winning customers, relate one or the other of the four
elements, which are usually known as four P’s of marketing, or just Marketing
Mix variable.

 Product

 Place

 Price

 Promotion

1) Product means the goods and the services combination the company Offers
to the target market.

Its variables are :-

- Product mix and product line

- Design, quality, features, models, style, appearance, size and warranty

of products.

- Packaging, type, material, size, appearance, label

- Branding and trademark

- Services, pre-sale and after-sale

- New products
2) Place includes company activities that make the product available to
target consumers.

Its variables are :-

- Channels of distribution, types of intermediaries, channel design, location of

outlets, channel remuneration and dealer - principle relations

- Physical distribution, transportation, warehousing, inventory levels, Order

processing etc.

3) Price is the amount of money customers have to pay to obtain the Product.

Its variables are :-

- Pricing policies, levels of margins, discount and rebates.

- Terms of delivery, payment terms, credit terms and installments Facilities.

- Resale and price maintenance

4) Promotion means activities that communicate the merits of the product and
persuades the target customers to buy it.

Its variables are :-

- Personal selling:- objectives, level of effort, quality of sales force, cost level,
level of motivation.

- Advertising : media mix, budgets, allocations and programs.

- Sales promotional efforts, displays, contests, trade promotions.

- Publicity and public relation.

An effective marketing program blends all the, marketing mix elements into a
coordinated program designed to achieve the company’s marketing.
objectives by delivering values to consumers. The marketing mix constitutes
the company’s tactical tools kit for establishing strong positioning in target
markets.

Thus, from the above it is very much clear that the proper marketing mix is
necessary for the products to be successful.

Hence, the product to be analysed as stated here under with their marketing
mix.
 Chapter – 4

RESEARCH

METHODOLOGY
 OBJECTIVE OF THE STUDY

Following are the major objective of study:-

1. To study the impact of Budget Policies on Marketing Strategy of Jiva

Ayurveda .

2. To study the Consumer Buying behaviour.

3. To study the problems faced by Jiva Ayurveda.

4. To study the impact of Budget Policies on Marketing Strategy of Jiva

Ayurveda .

5. To study the Consumer Buying behaviour.

6. To study the problems faced by Jiva Ayurveda.

IMPORTANCE OF THE STUDY

Being student of BBA it is very essential for me to have a practical knowledge in an

organisation. Only to study business administration course knowledge is not the
solution of the problems, which arise in practical field. There is a certain formula
for any particular problem, but the aim of this study is to develop the ability of
decision making. A right decision at right time and right place itself helps an
organisation to run smoothly.

This study gives an idea of all marketing activities. So the way a problem is
solved right decision making and knowledge of different types of making
activities give much importance to the study. Only in project report, it was not
possible to understand it so deeply, but an overall idea could be developed.
 RESEARCH METHODOLOGY

As the purpose of the project report is to analyse the consumable products

successfully launched in the last three years.

The data was collected both with the help of primary as well as secondary sources.

For primary data, I proceeded with the drafting of the questionnaire for consumers
was structured as undisguised, & Personal -interview retailers. Distributors &
wholesalers and it was handed personally by me to the respondents to be analysed.

The questionnaire method was used-

a) To get first and relevant and unbiased information

b) Questionnaire provides versatility and solutions can be obtained by just

asking the questions.

c) Questioning is usually faster and cheaper.

d) Moreover, there is more control over data gathering activities.

Secondary data was also collected personally by me, which the company has
furnished for the general public. The secondary data was gathered with the help of
various magazines, newspapers, journals, brochures and also through the internet.
For secondary sources no field work was employed.

In order to amplify the empirical findings from primary and secondary sources, a
survey was conducted both of consumers and retailers Distributor & Wholesalers
in order to gaunche the market opinion.

The questionnaire was of multiple choice and the pattern of questions was as
simple as possible. With every question, multiple choices were given and
respondents were asked to select one of them. The questionnaire technique
was structured and not disguised as the questions followed one pattern and
reason behind the questionnaire was stated properly. All the questions were
directly related to the subject.

For Real Fruit Juice and Homemade Cooking Paste.

1. Sample size for customers were 150 in number and the universe
comprised of all the consumers within the geographical region of
Delhi.

2. Sample size for retailers were 40 in number and the universe

comprised of all the consumers within the geographical region or
Delhi.

3) Sample size for Distributor & Wholesaler were four in number & the
universe comprised of all the consumers within the geographical
region of Delhi.

No other field work was employed to gather the information. The

questionnaire were distributed to the respondents and the data was collected
through primary and secondary sources.

The statistical technique such a Pi-chart and percentages were used in

analysing and interpreting the data.
 LIMITATIONS OF THE STUDY

1. The retailers distributors & wholesales visited by me were

helpful but initially they were reluctant to provide any information
such as their monthly sales of or personal information budgets were
not provided by them, so secondary data was seeked.

2. The secondary data collected might consist of manipulations, which

might have given bias in the result.

3. The lack of experience in preparing the project report.

4. Lack of experience in drafting the questionnaire.

5. Lack of knowledge on the part of the respondents regarding the subject

matter.

6. Survey results may be prone to sampling errors.

7. Lack of time as time to visit retailers, distributors & wholesalers is

done mainly in afternoon.
 Chapter – 5

DATA ANALYSIS

&

INTERPRETATION
 DATA ANALYSIS & INTERPRETATION

CONSUMERS ANALYSIS

JIVA AYURVEDA JUICES

1. People Drinking Fruit Juices

The above figure shows that 100% Consumers of Jiva Ayurveda drinks fruit
juice.
2. Brand Awarenes

Ad. Poster Shopkeeper Friend Neighbour Other

82% 4% 19% 11% 7% 3%

The above figure shows that how consumers are aware about Jiva
Ayurveda is: 82% by Ad, 4% by Poster, 19% Shopkeeper, 11% by
Friends, 7% by Neighbors & 3% by Other mode of awareness.
3. Category of Juice Consumer Mostly Buys

Mango Orange Pineapple Mix Tomato

67 52 36 43 13

The above table shows that 67% consumes Mango juice, 52%
Consumes Orange juice, 36% Consumes Pineapple juice, 43%
consumes Mix juice & 13% consumes Tomatto.
4. Seasonal Consumption of Juice
Summer Winter Constant

83% 4% 13%

The above fig shows that the consumptions of juice according to season:
83% in Summer, 4% in Winter & 13% in Winter season.
5. Consumption of Juice if there will be slight increase in
Price & Increase in quality

High Low Constant

37% 16% 47%

The above fig. shows that how consumer consumes after increasing in price and quality.

Consumptions: 47% Constant, 16% Low & 37% High.

 6. Customer Expectation from Jiva Ayurveda by exemption
of excise Duty.

Price Benifit Quality benifit Mix of Both Price

and Quality

21% 43% 36%

THE ABOVE FIG. SHOWS THAT Customers Expectation

from Jiva Ayurveda by exemption of excise Duty are 36%
Mix of both Price & Quality, 43% Quality Benefit, Price
Benefit.
7. Consumption of Juice if there will be increase in quality
and slight decrease in price.

High Low Constant

71% 0% 29%

The above Fig. shows that Consumption of Juice if there

will be increase in quality and slight decrease in price is
29% will be constant & 71% High their will be no lower
consumption.
8. Will discount influence customers to leave Jiva Ayurveda
& use other Juice knowing is better.

The above fig. shows that, will discount influence customers to leave Jiva
Ayurveda & use other Juice knowing is better and the results shows 27% Yes,
73% Says NO.
JIVA AYURVEDA HOMEMADE COOKING PASTES

1. Use of Cooking Paste to make food delicious

The above fig shows about use of cooking paste is 21% No, 79% Yes.
2. Recall of Jiva Ayurveda Homemade Cooking Pastes

Ad. Poster Shopkeeper Friends Neighbours Others

62% 6% 47% 14% 11% 3%

2. Category of Paste Consumer Buy.

Lemoneez Garlic Ginger Garlic/Ginger Tamarind Capsico Capsico
red Green

74% 36% 41% 87% 9% 11% 17%

The above table shows about the preference of category of paste is

74% Lemoneez, 36% Garlic, 41% Ginger, 87% Garlic/Ginger, 9%
Tamarind, 11% Capsico Red, 17% Capsico Green.
4. Customer expectation from Jiva Ayurveda by exemption of excise
duty.

Price Benifit Quality Benifit Mix of Both price &

Quality

57% 17% 26%

5. Consumer of Homemade if there will be slight increase in Price &
increase in quality

High Low Constant

16% 43% 41%

6. Consumption of Homemade if there will be increase in quality & slight decrease in
Price

High Low Constant

34% 0% 66%

The above fig. shows that the Consumption of Homemade if there

will be increase in quality & slight decrease in Price are 66%
Constant, 34% Higher.
6. Do discounts influence customers to leave Jiva Ayurveda & use
other Paste Knowing Homemade is better
RETAILERS ANALYSIS

JIVA AYURVEDA JUICE

1) Stocking of Juice by the Retailers

The above fig shows about stocking of Juice by retailers 18% No, 82%
yes.
2) Stocking of Juice Over the Past Year

Increased Decreased Remaind the Same

77% 0% 23%

The above fig shows about Stocking of Juice Over the Past Year is 77%
has increased & 23% remained same.
3) Reasons for stocking Jiva Ayurveda Juice

Higher Traid Margins Promotional Schemes Consumer Ask

49% 8% 43%
4) Any effect of increase in Price in Juice

RETAILER ANALYSIS
1) Stocking of Homemade by the retailer

2) Purchase of Cooking Paste

Jiva Homemade Locally Made, Others
Unbranded

91% 4% 5%

Jiva
Homemade
91%
 3) Stocking of Jiva Ayurveda homemade cooking Paste over the past
year.

Increased Decreased Remained the Same

59% 0% 41%

Q.4. Reasons for stocking Jiva Ayurveda Homemade

Higher Traid Promotionals Consumer ask No other Brand
Margins Schemes for it Available

42% 4% 39% 15%

The above fig shows reasons for stocking Jiva Ayurveda Homemade are:

15% No other natural product available, 4% Promotional activity, 42%

Higher trade margins, 39% Consumer ask for IT.
5) Any effect of Budget

The above fig. shows that effect of budget on retailers 84% says No &
16% says YES.

SWOT ANALYSIS

STRENGTHS:-
 It is present in two sweetened and unsweetened taste

 Efficient distribution channel

 Affordable and visible

 User friendly packaging

 Extended shelf life

 Easy availability

 Reliability

 Appeals to health and hygiene conscious people

 Large product line

 Undifferentiated market

WEAKNESSES

 Consumer’s perception towards Jiva Ayurveda as a Ayurveda company

 Perishable product

 Stringent quality management

 High investment required

OPPORTUNITIES

 Growing stage- sunrise industry

 Changing consumer habits

 New flavours especially vegetables

 Export potential

THREATS

 Entry barriers not high

 Competition from MNC’s

 Competition from non-alcoholic beverage market.

 Chapter – 6

FINDINGS OF THE STUDY

 FINDINGS OF THE STUDY

THE MARKETING MIX

PRODUCT ( Juice )

The Facts :

The range of juices includes orange, mango, pineapple and mixed fruit juices
as well as its vegetable variant, tomato in its product line.

This juices contain 100 percent fruit juice. Real has no additives artificial
flavour, colour or preservatives.

The fruit juice has a self life of six months and does not need refrigeration at
the retail end. The Juices are available both in sweetened and unsweetened
form.

Real fruit juices were available and packed in Nepal in 500ml and llitre
tetrapack, Prevaiously it was available in elopack. To overcome this
hindrance, Jiva Ayurveda India tied up with Godrej Foods regarding the
packaging of Real, and now Real is available in tetrapacks of 200ml, 250ml,
500ml, l litre which are tapped at the top for easy handling. The market share
of Real juices account for 35% & enjoying the Privilege of becoming Mkt
leader.

FINDINGS :-

In terms of variety and flavour, Real offers a multiflavoured variety. Also,

Indians are known to have a sweet tooth, Real juices are available in
sweetened flavour also. Real provides naturally sweet and artificially
sweetened juices- a big plus for the Real brand. Also now, Real fruit juices are
available at every hook and corner.

Elopacks were introduced by Real to ensure good juice quality but as

tetrapacks are preferred and now Real juices are packed in tetrapacks keeping
the quality and easy handling, so as for now, Real juices are available in
tetrapacks of 200ml, 500ml and l litre.
PRICE

FACTS

Brand Flavours 200ml 250 ml 500 ml 1 litre

Orange

ALOE (sweetened 13 - Rs 35 Rs 60
VERA Unsweetened)

Mango

FRUIT (Sw and Unsw) Rs 10 - Rs 35 Rs 60

Pineapple

JUICES (Sw and Unsw) - - Rs 35 Rs 60

Mix Fruit Juice

(Sw and Unsw)
- - Rs 35 Rs 68

Tomato Rs 35 Rs 60

(Sw and Unsw - -

FINDINGS:-

Real, multi flavoured brands has put its different flavours under different price
tag keeping in mind the preferred tastes of Indian consumer. The sweetened
and unsweetened juice varieties are priced same.

Since Real is fighting its battle not just against its immediate competitor
Tropicana but also against the established Frooti, so the prices for orange and
mango juices are in a competitive range and the other juices are priced a
higher than that of orange and mango juices keeping their novelty and
preferences of Indian consumer in mind. Last year, Real launched its festive
carton of four 500 ml packs (2 oranges, 1 mixed and 1 tomato) priced at Rs.
90. This year Real launched a gift pack of four 500ml packs (mango, orange,
pineapple and mixed fruit juices) priced at Rs. 105. Also, Real has launched a
scheme of Buy two orange juice pack of 250ml and save Rs. 8’. The company
believe that once the consumer try the brands at slashed price, the brands
would gain peak sales year after year. However, the company failed to
understand that consumer in general are no longer brand loyal and are always
hunting for “value of money”. In order to steal the show from aerated, non-
alcoholic fruit drinks, it is imperative that the company try and increase profits
by increasing sales volume and reaching economy of scale and not by
increasing price tag.

PLACE

The Facts:-

Real is aimed at teenagers, young kids, wives, mother and family people.
Initially, when Real Fruit juices were launched, they were sparsely available.
Positioned as an up market brand, it was mostly available in mid-up market
outlets. The absence of small, convenient packs made Real less discrete in a
Premises outlets like college canteens and roadside stores. To make matters
worse in-transit damages to the packs during carton handling earned the brand
a bad name initially. But realising their mistake and after loosing a large chunk
of its market share to its competitor, the packing of Real was changed from
elopackes to tetrapacks, and the distribution channel was made more efficient.
The efficiency of distribution is such, that now Real fruit juices are available
every where.

FINDINGS:-

Real has done well to elaborate their consumer segment from kids, teenagers
to young adults and family people, surprisingly the sales has not risen
exponentially. In today’s buyer’s market, if one brand is not available, the
second one would conveniently takes its place. Product differentiation and
eventually brand loyalty is continuously diminishing in the competitive market
of today. As a result, services especially as that of distribution and logistics
gains crucial importance. So, initially Real went off the shelves due to the
slack distribution network and then in August, after relaunching it again in
tetrapacks and making it available at every nook and corner, it has gained
momentum substantially.
PROMOTION

THE FACTS:-

Real : ‘Do you believe in real love? There’s nothing artificial about it’

The essence of Real’s promotional work is ‘real’. To the up market housewife,

it is posed as a convenient pack full of nutritional value. Though considered as
a premium product, because of its price competitiveness, it is being pitched
against roadside juicewalls. Completely hygienic and ‘value for money’ are
the messages being sent across. Real, barring a few advertising spots has not
really advertised much. But all this is set to change this year with and
advertising budget of about Rs. 1 crore strategy is being worked out with door
to door sales and sample promos. To add variety Real now even comes in blue
packs, equipped with screw back-ups.
FINDINGS:-

When a company faces stiff competition form the other. It is but impossible
for the company to disregard promotion. Regarding the promotional effort,
Real poses a sedate and premium image. The packaging in itself speaks a lot
about the consumers being targeted. Packaging plays a very important role in
promoting the product. Availability of Real fruit juice in blue tetrapacks with
screw back up have tremendously promoted the product and also point of
purchase how help in impulse buy decisions. To promote fruit juices a gift
pack of four 500ml packs (mango, orange, pineapple and mixed fruit juice) are
launched at a price of Rs. 105. Real has also launched a scheme of “Buy 2
orange packs of 250ml and save Rs. 8” have really promoted the product.
THE MARKETING MIX

PRODUCT (HOMEMADE)

FACTS:-

The Homemade range of Pastes includes Lemoneez, Garlic, Ginger, Mustard,

Garlic ginger mix, Tamarind, Capsico Red & Capsico green.

The Pastes contain 85% Natural ingredient with additives artificial flavour,
colour or Preservatives.

Home mades has a self life of 6 months & does not need refrigeration at the
retail end Home mades are & in tetrapack form & available in 50% (T.P.),
200g & 250g.

FINDINGS:-

In terms of variety & flavour, Real offers a multi flavoured variety. Also
Indians are known for eating delicious foods. In provides artificial taste- a big
Plus for Homemade brand.

Bottle, Pack & Tetra pack were introduced by Homemade to ensure goods
quality.

PRICE

FINDING:-

Homemade, multiflavoured brands has Put its different flavours under

different price tags keeping in mind the preferred tastes of Indian Consumer.

As Homemade is a new concept and Jiva Ayurveda was Ist to launch Cooking
Paste by the name of Homemade, Prices were kept low as Garlic/ Ginger mix
50g (T.P.) is priced at Rs. 5 Homemade 50g (T.P.) was given free with 250g
Jiva Ayurveda Honey as Company believe that once consumers try the brands
at slashed price, The brand would gain Peak sales year after year.
PLACE

Homemade is aimed at House wives & mothers. Initially when Homemade

cooking Paste were launched, they were sparsely available Positioned as an
up Market, brand it was mostly available in mid up Mkt., brand it was mostly
available in mid up Mkt outlets. The Packaging of Homemade was changed
from simple pack to tetrapacks & the distribution channel was made more
efficient. The efficiency of distribution is such, that now Jiva Ayurveda
Homemade available everywhere.

FINDINGS:-

Homemade has done well the market the market despite the fact that it is a
new concept for the people to digest it. Homemade sales are increasing every
year and its distribution network becomes strong. Now it is available at every
nook & corner, it has gained momentum substantially.

PROMOTION

HOMEMADE:- Silwatte Ka Jaadu.

The essance of Homemade’s Promotional work is Natural ie, Convenient Pack

full of nutritional value. Prices were kept less as it is a new concept and Jiva
Ayurveda is the only Indian Company which is manufacturing cooking pastes.
Completely hygienic & Taste of nature are the messages being sent across. To
add Variety Homemade comes in bottle, Pack & Tetrapacks.

As in India People prefer to go for fresh things and there is easy availability of
these food products. As it is a new concept and to promote Homemade. T.P of
Rs. 5 were given free with other Jiva Ayurveda products from time to time.
 Chapter – 7

CONCLSUION

&

SUGGESTIONS
 CONCLUSIONS

The juice Industry is yet to capture the beverage market in full swing. Aerated
soft drink followed by fruit drinks dominate the market. The consumer’s
patriotic love for tea and coffee is unfared. Juices are yet to establish their
supplement use in the average household here in lies the great opportunities.
Within the market, it is safe to conclude that Real has hit off ratherwell with
the masses. Real has clearly lost it head start advantage and thereby acquiring
just 35% of the market share while others enjoys rest of the market share.
This could be well attributed to Real successful ATA (Availability, Taste and
Affordability) marketing module, the attributes most rated by the consumers.
Lack of publicity has hampered the growth progress of the brand so
aggressive advertising is needed to promote Real and Homemade brand .The
brands such as that of ‘Splash’ by Nestle, Safal with its ‘Guavaand Mango
flavour, Coca-Cola’s ‘Minute- made’ and also US food giantssDel Monte are
ready to hit the juice market very soon.

Homemade cooking Pastes has no major competition except an Australian

Product Tobasco. As Cooking Paste is a new product so people are not able
to digest it yet Jiva Ayurveda is getting 8 crores from Homemades in which
Ginger garlic mix accounts for 4 crores, Lemoneez 1 Crore & others 3
Crores .

As the strategies of the companies keeps on changing, be it in juice industry

or soft drink industry , a company has to create perceptions and cover them
into realities. It is an expensive proposition requiring huge expenditure on
advertising, sponsorships and media. Thus, the ideal company will be the one
which combines the high end technology with consumer insight.
As 16% of the excise duty is exempted on food products in this budget , Many
food companies including Jiva Ayurveda got benefited from it . On the
analysis of survey it was found that target Market of real Juice want quality
benefit rather then Price benefit, so it is better to stress on quality rather than
on decreasing price to increase sales and profit . To increase market share Jiva
Ayurveda should give slight price benefit on Real brand so that customers of
other Juice brand should switch from other brand to Real brand .

As Homemade is a new product introduced by Jiva Ayurveda and as Jiva

Ayurveda is getting excise benefit from the Government so Jiva Ayurveda
should pass slight Price benefit to the target market so that target marget
should use the homemade and adopt it in making daily food thereby increasing
the market share of Homemades.
 SUGGESTIONS

1. As the products analysed belong to the cooking pastes and fruit juices
segment, stringent quality management is necessary at each and every
stage of production, packaging and distribution.

2. The message of the nutrition value and the quality

in hygiene aspects should be put across on
tetrapacks and bottles.

3. A common Indian is aware of soft drinks and even fruit drinks but least
of all of fruit juices, so what is therefore required is extensive
promotion for Real Juices.

4. Real fruit juices has opened the gates for vegetable juices, by
introducing-Tomato variants, other vegetable flavours such as that of
carrot can also be introduced- which will definitely appeal to health
and hygiene conscious consumers.
ANNEXURE
 QUESTIONNAIRE

CONSUMER ANALYSIS

Q1. People Drinking Fruit Juices

(a) Yes (b) No

Q2. Brand Awareness

(a) Ad (b) Poster (c) Shopkeeper (d) Friends (e) Neighbors (f) Others

Q3. Category of Juice Consumer Mostly Buys

(a) Mango (b) Orange (c) Pineapple (d) Mix (e) Tomato

Q4. Seasonal Consumption of juice

(a) Summer (b) Winter (c) Constant

Q5. Consumption of Juice if there will be slight increase in Price &

Increase in Quality

(a) Low (b) High (C) Constant

Q.6. Customer Expectation from Jiva Ayurveda by exemption of excise

Duty.

(a) Price Benefit (b) Quality Benefit (c) Mix of Both Price & quality

Q. 7. Consumption of Juice if there will be increase in quality and slight

decrease in price.

(a) Constant (b) High (c) Low

Q.8. Will discount influence customers to leave Jiva Ayurveda & use
other Juice knowing is better.

(a) Yes (b) No.

JIVA AYURVEDA HOMEMADE COOKING PASTES

Q1. Use of Cooking Paste to make food delicious

(a) Yes (b) No

Q2. Recall of Jiva Ayurveda Homemade Cooking Pastes

(a) Ad (b) Poster (c) Shopkeepers (d) Friends (e) Neighbors (f) Others

Q.3. Category of Paste Consumer Buy

(a) Lemonize (b) Garlic (c) Ginger (d) Tamarind (e) Capsico Red (f) Capsico
Green

Q. 4. Customer expectation from Jiva Ayurveda by exemption of excise duty.

(a) Quality Benefit (b) Price Benefit (c) Mix of both price & Quality

Q.5. Consumer of Homemade if there will be slight increase in Price &

increase in quality

(a) Constant (b) High (c) Low

Q.6. Consumption of Homemade if there will be increase in quality &

slight decrease in Price

(a) Constant (b) High (c) Low

Q.7. Do discounts influence customers to leave Jiva Ayurveda & use

other Paste Knowing Homemade is better

(a) Yes (b) No

RETAILER ANALYSIS

Q.1. Stocking of Juice by the Retailers

(a) Yes (b) No

Q. 2. Stocking of Juice Over the Past Year

(a) Increased (b) Decreased (c) Remained the same

Q. 3. Reasons for stocking Jiva Ayurveda Juice

(a) Promotional Schemes (b) High Margins (c) Consumer ask for it

Q. 4. Any effect of increase in Price in Juice

(a) Yes (b) No.

JIVA AYURVEDA HOMEMADE

Q. 1 Stocking of Homemade by the retailer

(a) Yes (b) No

Q. 2. Purchase of Cooking Paster

(a) jiva Homemade (b) Locally made unbranded (c) Others

Q. 3. Stocking of Jiva Ayurveda homemade cooking Paste over the past

year.

(a) Increased (b) Decreased (c) Remaining the same

Q.4. Reasons for stocking Jiva Ayurveda Homemade

(a) Promotional Schemes (b) Natueral available brands (c) Higher trade margins

(d) Consumer ask for it

 BIBLIOGRAPHY

TITLE SOURCE
The Juices to go places Business India

Boom in the times of Business World

Gloom

Fruit of the Loom Corporate Dossier,

The Economic Times

Body Coolants Pioneer

Fruits of Labour Financial Express

A Masti Swing The Economic Times

www.jivaayuveda.com

www.ayurveda.in