Baidhnath project

Marketing Management

Executive Summery

N.M.D.COLLEGE, GONDIA 1


Executive summery

The project involves the study of the market position of Shree

Baidyanath Ayurvedic Bhawan Private Limited.

During the project undertaken the market research was done to know

regarding of position Baidyanath Ayurvedic Bhawan against its competitors & the

consumer perception towards the Baidyanath Ayurvedic

For gathering the information regarding position & perception, fixed

number of shop keeper were interviewed form different part of Gondia with the

help of questionnaire.

During the project undertaken more focus was done on ayurvedic retail

shops and big chemist retail shops. The study also gives various promotional

tools and methods, which will help the product to capture more market share in

near future.

As my study is focused on the present position of Baidyanath Ayurvedic

this will definitely help the Baidyanath Ayurvedic Bhawan in beating the

traditional competitor.

Some of the suggestion given by me are implemented by organization and

got good response. And in future also it may give value addition.



Objectives



Objectives

The primary objective of the research over Baidyanath is to study the

market position of Shree Baidyanath Ayurved Bhawan (p) Ltd. against Its

other competitors in the market dealing in Ayurveda and other herbal

products.

To analyze the sales and distribution channel management of Baidyanath in

Gondia.

To study the dealer, retailer perception about Baidyanath in Gondia.

To measure the consumer perception about Baidyanath in Gondia.



Scope of Study


Marketing Management Scope of Study

1. The main scope of the study is limited to Gondia city.



Hypothesis


Marketing Management Hypothesis

1. Baidyanath is the trusted name in herbal products in India and

acknowledged leader of Ayurvedic established in 1917.

2. Company has played a pioneering role in re-establishing ancient knowledge

with modern research and manufacturing techniques.

3. Baidyanath has huge market share in Gondia



Company Profile

.


Marketing Management Company Profile

One of India's most respected Companies, Shree Baidyanath Ayurved

Bhawan (p) Ltd. (Kolkata), popularly known as Baidyanath, is the acknowledged

leader of Ayurvedic know-how. Established in 1917, the Company has played a

pioneering role in re-establishing ancient knowledge with modern research and

manufacturing techniques.

AYURVEDA is a 5000 year old Science of health care and herbal

treatment. AYURVEDA, is highly effective in common and complicated ailments,

assures long term relief and has no side effects. AYURVEDA is now backed by

modern scientific research and technologies and provides its gentle healing touch

to millions around the world.

Ayurveda is a 5000 year old Science of health care and herbal treatment.

Ayurveda, is highly effective in common and complicated ailments, assures long

term relief and has no side effects. Ayurveda is now backed by modern scientific

research and technologies and provides its gentle healing touch to millions around

the world. one of India's most respected Companies, Shree Baidyanath Ayurved

Bhawan (p) Ltd. (Kolkata), popularly known as Baidyanath, is the acknowledged

leader of Ayurvedic know-how. Established in 1917, the Company has played a

pioneering role in re-establishing ancient knowledge with modern research and

manufacturing techniques.


Marketing Management Shree Baidyanath Ayurved Bhawan (p) Ltd. was founded in 1917 by Late Pt.

Ram Dayal Joshi. Its registered office is in Kolkata. To encourage and boost

research in Ayurveda, Baidyanath established Pt. Ram Dayal Joshi Memorial

Ayurvedic Research Institute at Patna in 1971. Baidyanath awards two lakh of

rupees every year for the best research paper or book on Ayurveda.

The company has a Government of India approved Research Center comprising of

a qualified team of scientists. Baidyanath publishes a number of books on

Ayurveda, some of which are used as text books in Ayurvedic Colleges. “Ayurved

Sar Sangrah” a publication containing formulation of Ayurvedic products, is part

of the pharmacopoeia, recognize by the Government of India, under the First

Schedule of Indian Drug and Cosmetic Act,1940.

To encourage research and development, Baidyanath awards a quarter of a million

rupees every year for the best work on Ayurveda. Baidyanath also runs an

Ayurvedic College, Charitable Hospitals and Dispensaries throughout India.

Besides being the manufacturer of the largest range of Ayurvedic Products in the

world, Baidyanath's achievements and strengths include :

Manufacturer of over 700 Ayurvedic Products

10 manufacturing Centre

Number of employees -1,60

Continuously updated centralised R&D facilitie

Over 3,500 exclusive showrooms manned by qualified medical

practitioner

Over 10,000 distributor

Exports to several countries

Running Ayurvedic Hospital


Marketing Management Publishing a monthly magazine--"Sachitra Ayurved"

5 free clinics serving over 300 patients each day

Institution of awards for significant research on Ayurveda

Running two leading schools in two States of India

FAST MOVING CONSUMER GOODS (FMCG)

Fast Moving Consumer goods are the products that are sold quickly at relatively

low cost. Through the absolute profit made on FMCG products is relatively small,

they generally sell in large quantities, so the cumulative profit on such products

can be large. Examples of FMCG generally include a wide range of frequently

purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning

products, saving products and detergents, as well as other non-durables such as

glassware, light bulbs, batteries, paper products and plastic goods. FMCG may

also include pharmaceuticals, consumer electronics, packaged food products and

drinks, aithough these are often categorized separately.

FMCG products are generally replaced or fully used up over a short period,

usually a few days or weeks or months, but within one year. This contrasts with

the durable goods or major appliances such as kitchen appliances, which are

generally replaced over a period of several years. In Britain, ”white goods” in

FMCG refers to large household electronic items such as refrigerators. Smaller

items such as TV sets and stereo systems are sometimes termed “brown goods”.


Marketing Management Our Mission

To be the global numero uno in AYURVEDA and its related spheres by

leveraging on our brand equity, vast experience, core knowledge and competence,

procurement expertise, modern manufacturing and research capabilities.

Market Position of baidyanath

Positioning:

Positioning is a platform for the brand. It facilitates the brand to get through to the

Target Consumers. It is defined as “the art and science of fitting the product or

service to one or more segments of the broad market in such a way as to set it

meaningfully apart from competition.” Positioning is the act of fixing the locus of

the product offer in he minds of the target consumers.

NAME OF COMPANY % OF MARKET POSITION OF HERBAL & AYURVEDIC PRODUCT COMPANIES IN THE MARKET

BAIDYANATH 90

VICCO 87

DABUR 85

HIMALAYA 80

EMAMI 75

ZANDU 70

VASU 70

BAN 9RAM KRISHNA VIDYUT 1


Marketing Management MARKET POSITION OF HERBAL & AYURVEDIC PRODUCT

COMPANIES IN THE MARKET

0

10

20

30

40

50

60

70

80

90

100

Here, we tried to find out the percentage available in the market for the

position of herbal & ayurvedic product companies in the market. As we can

see from the above information that the Baidyanath is the leader as compare

to its other competitors in the market. The Baidyanath has the 90% & the followed

competitors are Vicco(87%), Dabur(85%), Himalaya(80%), Emami(75%), and

Zandu(70%) as major competitors.


Marketing Management Products of Baidyanath

Baidyanath Herbal Products

Baidyanath Ashokarishta

Description:

Prevents lack of Libido, Premature, Ejaculation / Sexual

Inability, Alterative, stimulant and astringent Used in leucorrhoea, haematuria,

menorrhagia and other female complaints

Baidyanath Surakta

Description:

Toxines in the blood erupt as pimple and acne. While

lotions and cream act just skindeep, Baidyanath Surakta

roots out these skin blemishes by deeply penetrating

through blood.

Armed with a battery of highly potent ayurvedic herbs

and roots like Anantmool, Ashok Chall, Haritai, Giloy,

Manjishta, Neemchaal, Daru Haeidra and Haridra. Surakta server as an alterative,

tonic and blood purifier. Surakta tones up the liver and eliminates constipation,

there by preventing the formation of Ama (mucus), one of the main causes of

blood impurity.


Marketing Management Baidyanath Vita-Ex Gold Plus

Description:

Recharge, Reactivate, Refresh your vitality and vigour. Go

for Baidyanath Vita – Ex – Gold Plus. An Ayurvedic product

of repute, enriched by Silver and Gold Bhasma. Fortified

with additional 14 invaluable potent Herbs increase your

pleasure and heightens your happiness for a longer time.

Baidyanath Kesari Kalp

Description:

Hectic way of life can reduce the necessary nutrients

from the body and decrease the system to a run-down

situation. A standard diet alone cannot give all the critical

nutrients, essential by the system. Baidyanath Kesarikalp

is an optimal blend of Gold, Silver, Calcium, Iron,

Proteins and Vitamins, apart from Kesari (saffron),

Abhraka and Mucuna Pruriens, in a base of Amla (goose

berry). Amala is a proven antioxidant, which can neutralize harmful free radicals,

with its rich supply of vitamin C. Gold is a well known immune enhancer and

Silver an outstanding nervine tonic. Kesari, is an excellent Antioxidant, that can

holdup the ageing process and mucuna, an effective aphrodisiac.


Marketing Management Baidyanath Chyawanprash

Description:

Nutritive tonic for all age group, recurrent cough & cold, asthma,

bronchitis.

Baidyanath Almond Oil

Description:

Improves brain function, strengthens nerves, protect

heart, relives constipation, anti-dandruffF, nourishes

skin, good for children.

Baidyanath Brahmi Tel

Description

Effective in headache , loss of memory, Insanity, mental

fatigue, night vigilance and is refreshing to brain.

Baidyanath Narayan Churna


http://www.allayurveda.com/hprods.htm

Marketing Management Description:

Laxative, carminative and stomachic Useful as purgative in constipation,

Stomach, jaundice, anaemia and fistula.



Research Methodology

RESEARCH METHODOLOGY


Marketing Management The methodology that was adopted for the study includes both primary source of

data as well as the secondary source of data. The methodology of the study can be

explained as follows:

PRIMARY DATA:

The primary data are those which are collected afresh and for the

first time, and thus happens to be original in character. We can obtain primary

data either through observation or through direct communication with respondents

in one form or another or through personal interview.

SECONDARY DATA:

Secondary data means data that are already available i.e. they refer to the data

which have been already been collected and analyzed by someone else. When the

researcher utilizes secondary data, then he has to look into various sources from

where he can obtain them. Secondary data may either be published data or

unpublished data. In this research work, secondary data collected through the

Internet

Company manual and booklets

Books etc.

Methods of data collection

The source of information is generally classified as primary and

secondary. According to payline V. Young The source of information can be

classified into documentary sources and field sources.

a) Primary data:-


Marketing Management The information given / collection by individuals or group constitute

primary source.

Methods of generating primary data

i) Survey

ii) Personal interview

iii) Group interview

iv) Observation

v) Questionnaire

b) Secondary data:

Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or

documentary source.

Tools Of Data Collection:

a) Interview schedule & questionnaire was used as tool for primary source

of data collection.

b) Interview schedule consist of number of question typed in a definite

order or form.

Pre-study:

After careful study of literature and expert consultation the researcher still

may have only a rather vague idea about the critical element in his problem. As

pilot study sometimes may be launched as a step preliminary to the form scale

before original study are carried out in order to gain some preliminary information


Marketing Management of the main project for this purpose the researcher meet company’s personal

manager to get the pre knowledge of the subject before conduction actual data

collection.

Pretesting: -

Pretesting is the process of an advance testing of study design after the interview

schedule has been prepared .The researcher referred books and internet to get

prepared literature for this project & report.

Processing:-

Once the collection of data is over the main step top arranged for

p[rocessing and analysis of data. So the interview can be made resulting

information theories. The first step is editing, is a process of examining the data

collection in interview schedule to defect efforts and mission and to see that they

are corrected and the schedules prepared tabulations.

Tabulation:

Tabulation is a process of summarizing raw and display it in compact forms

for further analysis. Analysis of data is made possible through tables. These tables

are made for different variables and to show relationship with each other.

Interpretation of data:-

Analysis and interpretation are central step in research process. The goal of

analysis is to summarize o collected data in such a way that they provide answer

to the and triggered the researcher. Interpretation is the research for the broader

meaning of research finding.



Data Analysis & Interpretation


Marketing Management Which company’s Products you sell the most?

NAME OF COMPANY % OF RETAILORSBaidyanath 53

Dabur 25

Himalaya 10

Vicco 10

other 2

53%

25%

10%

10%2%

Baidyanath Dabur Himalaya Vicco other

Interpretation:

This question is meant for taking the information regarding

the percentage of retailers in Gondia city. From the above response it is found that

Baidyanath has large number of retailers as compare to other competitor in above

mentioned area.

What is the Consumer’s approach towards Products of Baidyanath?



RESPONSE % OF RETAILORS

Average 55

Good 25

Bad 20

55%

25%

20%

Average Good Bad

Interpretation:

This question is meant for taking the information regarding how

many consumers approach about Baidyanath in market. From above response it is

found that 55 percent of consumers are approaching towards Baidyanath products.

Are you aware about the adventages of Baidyanath?


Marketing Management AWARENESS % OF RETAILORS

Yes 65

No 35

20%

46%

34%

Low Ok High

Interpretation:

This question is meant for taking the information regarding how

many retailers are aware about the advantages of Baidyanath. From the above

response it is found that 65 percent of the retailers are aware about the advantages

of Baidyanath.

What is your perception about price of Baidyanath??


Marketing Management AWARENESS % OF RETAILORS

Yes 25

No 75

25%

75%

Yes No

Interpretation:

This question is prepared to know about the pricing of

Baidyanath. It is found that 75 percent are saying that Pricing of Baidyanath

affect the sale.

Are you satisfied with the distribution channel of Baidyanath?


Marketing Management RESPONSE % OF RETAILORS

YES 80

NO 20

80%

20%

Yes No

Interpretation:

This question is prepared to know about how many retailers

are satisfied with the distribution channel of Baidyanath. From the above

response it is found that 80 percent retailers are satisfied with the distribution

channel of Baidyanath.

What is the Perception about quality of Baidyanath?


Marketing Management PERCEPTION % OF RETAILORS Excellent 30

Good 22

Average 28

Below Average 20

30%

22%

28%

20%

Excellent Good Average Below Average

Interpretation:

This question is meant to know the perception about the

quality of Baidyanath. From the above response it is found that 30 percent of

retailers are saying that the quality of Baidyanath is excellent.



Findings

Findings


Marketing Management 1. Baidyanath is at top in the market of Herbal and Ayurvedic Products.

2. The company should have the proper distribution channel so that the customer

is satisfied with the services of company.

3. Company has to channelise the strong advertisement so the it not only attracted

urban people but also to the rural people.



Suggestions


Marketing Management SUGGESTIONS

1. Baidyanath is at top in the market of Herbal and Ayurvedic Products, so

it has to maintain its position by continuous advertising & promotional

schemes to sustain the position.

2. New offer should be offered to the customer so that they attracted towards

the product.

3. The Sales People are entitled with the training program to update their

knowledge some that they can compete with the other company’s product.

4. The company should have the proper distribution channel so that the

customer is satisfied with the services of company.

5. Company has to channelise the strong advertisement so the it not only

attracted urban people but also to the rural people.



Conclusion



CONCLUSION

1. The Herbal and Ayurvedic Products are dominated by Baidyanath,

while Vicco is at second place & Dabur is at third place. This shows

that the sales and distribution adopted by the Baidyanath are more

market oriented & satisfying customer need.

2. The quality of Baidyanath is High in comparison of other product & there is

wide range of the brands available with the Baidyanath.

3. Almost all the customers of the Baidyanath are satisfied with the quality of

products of company.

4. According to survey most of the customers are aware about the Baidyanath

Herbal and Ayurvedic Products.



Bibliography


Marketing Management BIBLIOGRAPHY

Marketing Management by Prof. Kelvin Lane Keller

Marketing Management (10 Edition) by Prof. Philip Kotler.

Marketing Management by Prof. Verma & Agrawal.

Company booklet

Websites:

www. baidyanath.com

www. all about ayurveda.com

www. ayurveda.com

www. wikipedia.com



Annexure


Marketing Management DEALERS, RETAILORS PERCEPTION

QUESTIONNAIRE

DEALERS, RETAILORS DETAILS:

NAME OF THE SHOP: ____________________________________________

ADDRESS: ____________________________________________

1. Do you Sale Herbal and Ayurvedic Products?

a. Yes b. No

2. Which company’s Products you sell the most?

a. Baidyanath c. Himalaya

b. Dadur d. Vicco

e. Other

3. Do you sell the Baidyanath Products?

a. Yes b. No

7. What is the consumer’s approach towards Products of Baidyanath?

a. Average c. Bad

b. Good

5. Are you aware about the advantages of Baidyanath?

a. Yes b. No

6. How is the pricing of Baidyanath Products?

a. Low c. High


Marketing Management CONSUMER PERCEPTION

QUESTIONNAIRE

NAME:- ________________________________________________________

SEX: MALE [ ] FEMALE [ ]

QUESTIONS:

1. Do you use Herbal and Ayurvedic Products?

a. Yes [ ] b. No [ ]

2. Which Company’s Herbal and Ayurvedic Products do you use?

a. Baidyanath [ ] c. Vicco [ ]

b. Dadur [ ] d. Himalaya [ ]

e. Other [ ]

3. Why you use Baidyanath Products?

a. Quality [ ] c. Taste [ ]

b. Brand Name [ ] d. Easy Availability [ ]

4. Do you aware most of the Products of Baidyanath?

a. Yes [ ] b. No [ ]

5. How do you come to know about Products if Baidyanath?

a. T.V advertisement [ ] c. Newspaper [ ]

b. Friends and Relatives [ ] d. Other way [ ]


Marketing Management 6. Are you aware about the Adventages of Baidyanath?

a. Yes [ ] b. No [ ]

7. Does advertisement influence to purchase Baidyanath?

a. Yes [ ] b. No [ ]

8. What is your satisfaction level with purchase decision of Baidyanath?

a Yes [ ] b. No [ ]

9. Do you feel is Baidyanath is safe for you?

a. Yes [ ] b No [ ]

10. What do you feel great about your Baidyanath when compared to

other Herbal and Ayurvedic Products in the market?

a. Price factor [ ] c. Good service [ ]

b. Brand name [ ] d. Quality features [ ]


Baidhnath project

Documents

Transcript of Baidhnath project