Marketing of Pharma Products with

special reference to Ayurveda

By M.SUDHA
 CONTENTS
• Introduction
• Definition
• Environmental Scope of Pharma Marketing
• Consumer Motivation
• Consumer decision making in Health Matter
• Marketing Research
• Classification of Pharma Products
• Overview of Ayruvedic Products
• Marketing Research - Ayruvedic products
• Ayurvedic Brands in India
• Trends and Impact of Ayurvedic products
• Market Share of Ayurvedic Products
• Global Market Trends
 Introduction
• From 754 A.D – Arabian pharmacists opened
the first documented drugstore – herbs, healing
plants and other mysterious remedies.
• Unique Aspects
• Influence of non-purchasers
• Authorization power of physicians
• Identifying the problems
• Professional licensing required
• Records of Every Transaction
 Definition
• Marketing – is the activity, set of institutions
and processes for creating, communicating,
delivering and exchanging offerings that have
value for customers, clients, partners and
society at large.

• Pharmaceutical Marketing – a process through

which market for the pharmaceutical core is
actualized.
Environmental Aspects
 Environmental scope of Pharma
Marketing
• Political – Nature of political system,
Ideological forces, political parties and centers
of power.
• Economic – Annual growth rate, personal
disposal income etc
• Legal & Regulatory – related to planning,
promotion and regulation – export & import
policies
 Environmental scope…
• Supplies – Cost, availability and conformity in
supply of raw materials
• Technological – Sources, Collaboration, stages
of Development, impact of technology
• Ecological – Process & procedures , Packaging,
health hazards
• Competitive – Company, plant, investment,
financial, major products, product quality
 Consumer Motivation

• Psychological needs – basic needs

• Safety needs – economic and social security
• Belongingness and love needs – affectionate
relations
• Esteem needs – Self confidence
• Self actualisation – desire to achieve
maximum
 Consumer decision making in health
• Extent of interference with normal activities
• Clarity of symptoms
• Familiarity & seriousness of the symptoms
• Assumption about causes
• Inter personal influence
• Other life crises
 Marketing Research
• Marketing research is the function which links
the consumers and public to the marketer
through information used to identify and
define marketing opportunities and problems,
generate, refine and evaluate market actions,
monitor marketing performance and improve
understanding of marketing as a process.
 Classification of Pharma Products
Pro Consumer Products
duct Convenience – Tooth paste, Pain balm

s Shopping - Appliances
Speciality- Equiments
Unsought – New & existing

Industrial Products
Materials & Parts – Raw Materials
Capital Items - Machinery
Supplies & Services –Cleaning & repairs
 Overview of Ayurveda market
• Global herbal product market US $ 80 Billion
• To grow to US $ 5 trillion by 2050
• India’s Ayurveda Industry value US $ 2 billion
• 30 plus product companies with over US $ 1
million turnover
• Kerala Contribution about US $ 200 million
• https://youtu.be/MMDqNlDkmeY
 Ayurvedic Products…
• The US$ 53 billion fast- moving consumer
goods sector in India is moving towards the
wide adoption of Ayurveda – a branch of
traditional Indian medicine.
• Ayurveda based products in the Indian market
were restricted to hair oils, the local diatary
supplement called Chyawanprash and over
the counter Palliatives.
 Ayurvedic products…
• Natural Ayurvedic ingredients are increasingly
being integrated into a growing number of
products, ranging from shampoos, skincare
creams, oils and powders, toothpaste gels, and
soap to cough syrups, packaged juices and
nutritional supplements, among other fast
moving consumer goods.
• By 2022, India expects the market for Ayurvedic
products to rise threefold to US $ 9 billion.
 Marketing Research - Ayurvedic
products…
• Environmental Protection Agency EPA 2015,
Green when it scientifically demonstrated that
it has significantly less impact on the human
body and environment in comparison to other
products that serve the same purpose.
• The FMCG sector (Ayurvedic) has grown at an
annual average of about 11 per cent over the
last decade
• Food products is the leading segment,
accounting for 43 per cent of the overall
market. Personal care (22 per cent) and fabric
care (12 per cent) come next in terms of
market share.
• According to Karnik (2016), The market size of
Ayurvedic products in Asia’s third largest
economy is expected to grow at 15% between
2016 and 2020
 Ayruvedic Brands in India
• Dabur India Ltd. (1884) - oral care, hair care,
skin care, health care, foods and home care
• Zandu Pharmaceutical Works (1910) taken over
by Emami Ltd. in 2009 - ayurvedic and medicinal
preparations
• Babuline Pharma (1912) - Bauline Gripe Water
• Baidyanath Ayurved Bhawan (1917)- health care
products like Baidyanath Chyawanprash
• The Himalayan Drug Co.(1930) - Health care and
ayurvedic products
• Vicco Laboratories (1952) - Vicco Vajradanti
Paste, Powder and Vicco Turmeric Skin/Sun
Cream
• Sri Sri Ayurveda 2003 - effective herbs, personal
care products and food & nutritional products
• Patanjali 2006 is an Indian FMCG company
focused primarily on the personal care,
cosmetics, and packaged foods segments.
 Trend and Impact
• In shampoos, sales of Ayurvedic brands more
than doubled to 194 per cent
• The market for ayurvedic cosmetics products
in India is expected to grow at a rapid pace
over the coming decades.
• Vyas (2016) - After Patanjali, existing FMCG
players may face challenge from Sri Sri Ravi
Shankar’s Sri Sri Ayurveda
Ayurvedic products - Market share
 Digital Marketing Strategy for
Ayurvedic Products
• Create Websites
• Optimize for Mobile Usage
• Business Listing
• Start Corresponding Newsletter
• Online Advertising
• SEO Ranking
• Active on Social Media
 E-commerce Landscape in Ayurvedic
• Better internet access
• Improved security of payments gateways
• M-commerce adoption
• Cash on Delivery
 Conclusion
• Ayurvedic Herbal producers are spending in
research, constantly coming up with new and
innovative technologies, research and
development and products have come up
more effective (Ayurvedic) in the form of oral
and personal care products, is a good sign for
India as country where this magical system of
medicine was born.
Thank you