A STUDY ON BRAND AWARENESS OF AYURVEDIC PRODUCTS AND SERVICES WITH SPECIAL REFERENCE TO SITARAM AYURVEDA PHARMACY PRIVATE LIMITED

THRISSUR

Submitted to the university of Calicut in partial fulfilment of the requirement for the award of the degree of

Master of Commerce

BY RESHMA.M.RAJAN Reg. No. VCAKMCM005

UNDER THE GUIDANCE OF Dr.RAJANI.V ASSISSTANT PROFESSOR SREEVIVEKANANDA COLLEGE, KUNNAMKULAM

PG Department of Commerce SREE VIVEKANANDA COLLEGE KIZHOOR,KUNNAMKULAM, THRISSUR MARCH 2012

SREE VIVEKANANDA COLLEGE UNIVERSITY OF CALICUT KUNNAMKULAM, THRISSUR 2011-2012

Dr. Rajani Assisstant professor

PG Departement of Commerce SREE VIVEKANANDA COLLEGE kizhoor, Kunnamkulam THRISSUR ,PIN 680523 PHONE:04885 222477 CERTIFICATE

This is to certify that the project work entitled A STUDY ON BRAND AWARENESS WITH SPECIAL REFERENCE OF SITARAM AYURVEDA PHARMACY PRIVATE LIMITED THRISSUR by RESHMA.M.RAJAN has prepared this project report on and is done under my supervision for the partial fulfillment of the requirement .For the award of the degree of Master of Commerce of the University of Calicut, is a record of bonafide research work carried out by her, under my supervision and guidance. The thesis has not been submitted earlier, to any institution or University for the award of any degree, diploma, associateship, fellowship or other similar title.

DR.RAJANI.V ASSISSTANT PROFESSOR SREE VIVEKANANDA COLLEGE, KUNNAMKULAM Place : Thrissur Date :

DECLARATION

I,RESHMA.M.RAJAN hereby declare that the project report entitled A STUDY ON BRAND AWARENESS OF PRODUCTS AND SERVICES WITH SPECIAL REFERENCE TO SITARAM AYURVEDA PHARMACY PRIVATE LIMITED THRISSUR submitted in partial fulfilment of the requirement for the award of the Masters Degree in Commerce to the University of Calicut under the supervision and guidance of Dr.RAJANI.V, is a record of bonafide research work has not been previously formed the basis for the award of any degree, diploma, article ship, associateship, fellowship or any other similar title of recognition.

Place : Date :

RESHMA.M.RAJAN

ACKNOWLEDGEMENT This project report for the partial fulfilment of the requirement for the award of degree of Master of Commerce has been made possible through the direct and indirect co-operation of various persons. It gives me immense pleasure to mention the names of those people who made my work possible. After all, the success is the epitome of not only hard work, surveillance, zeal, stead fast determination, but also encouraging guidance. So with immense gratitude, I acknowledge all those whose guidance and encouragement served as a beacon light and crowned my efforts with success. First of all, I sincerely express my deep gratitude to my respectedproject guide,Dr.RAJANI.V,AssisstantProfessor, Sree Vivekananda College, Thrissur. For giving me valuable suggestions, guidance, support and advice throughout the execution of the project. I am also greatful to V.AJITH KUMAR, Principal , Sree Vivekanada College,for his advice and encouragement in conducting the present study.It gives me pleasure to express my heartfelt gratitude to Mrs. Sujatha.M, Head of the Department, PG Department of Commerce, Kizhoor,Kunnamkulam, for her sincere co-operation and valuable contribution. I would like to express my profound sense of gratitude to Ms. Sandya Sathish, Assisting Marketing Manager, SITARAM AYURVEDA PHARMACY LTD Thrissur, for giving me the support and directions throughout the study. I extend my sincere thanks to all the faculty members, non-teaching staff of Sree vivekanada college, for the support and the encouragement extended to me. I also express my deep gratitude towards my family and friends, without their co-operation and support: this project would not have been possible. Above all I thank the Almighty God whose blessings have been upon me to complete this study successfully.

Place: Date:

RESHMA.M.RAJAN

CONTENTS

LIST OF TABLES LIST OF FIGURES

CHAPTERS TITLE PAGE NUMBER

INTRODUCTION CHAPTER II CHAPTER III

REVIEW OF LITERATURE
INDUSTRY PROFILE

CHAPTER I V CHAPTER V

DATA ANALYSIS AND INTERPRETATION

BIBLOGRAPHY APPENDIX

List of Tables

SL NO.

Title

Page No.

4.1 4.2 4.3 4.4

Age wise Classification Area wise Classification Marital Status Educational Qualification wise Classification of Respondents

4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13

Occupation wise Classification of Respondents Income wise Classification of Respondents Usage Pattern Reasons for choosing Product\Services Source of Inspiration Type of products\services Periodicity of purchases Periodicity of usage Factors influencing Sitaram Ayurvedic Products\Services

4.14 4.15

Opinion regarding Sitaram products\Services Risk\Problem connected with availability of

Products\Services 4.16 4.17 Promotional measures Perception of Customers about Brand Awareness and its Effectiveness

LIST OF FIGURES
Figure No: 4.1 4.2 4.3 4.4 4.5 4.6 Title
Age wise Classification Area wise Classification Marital Status Educational Qualification wise Classification of Respondents Occupation wise Classification of Respondents Income wise Classification of Respondents

Page No:

CHAPTER-1 INTRODUCTION

INTRODUCTION
In todays rapidly changing business environment, organisations are concerned about competition, the quality of their products and services and operating more efficiency. All the products are competing each other to make a name of them. Each and every brand is thriving hard to create an excellent brand name and to get a position in the minds of the customer. Brand awareness is when people recognize your brand as yours. This is for what all the players in the market are competing for. Organisations marketing department seeks to attract the consumers or customers by differentiating and marketing their product or services. Especially in the current intense global competition and technological advancement era the marketing department now more and more using branding as one of their marketing and sales methods. The marketing department of the organisation must have enough awareness about all products and services branding concept and that they are only implementing branding process. A successful product and service brand needs to convey the expectation or promise that is distinctively associated with the product and service. As in this complex and dynamic markets, real branding and its effective implementation requires combination of marketing strategies, includes price, distribution, advertisement, sponsorship, price deals on building the consumer perception about the brand awareness. Brand image has a key role in the marketing of product and services. Image and purchase decision are positively correlated, in the sense that customer make decision before purchasing a product, there by achieving expected satisfaction. Marinating brand image create brand loyalty, awareness, perceived quality, strong brand association and other such as patents, trademark and relationships. Brand stems greater confidence in the mind of consumer than that of its competitors product and service.

This confidence translates into consumer awareness, loyalty and their willingness to pay a premium price for the brand. Brand awareness and brand image to be ascendant to brand satisfaction and brand trust. Both brand satisfaction and brand trust require brand knowledge, unless a consumer has a representation of the brand in memory including awareness and positive image that wants to satisfy by the brand or the trust of the brand. Brand awareness create a sense of recognize and recalling ability in the mind of potential customer. This tends to increase the purchase intensity thereby increase the brand profitability. Strengthening of the brand awareness results in the high competitive position, make sense of familiarity and recall the brand at a key time of purchasing process. Purchasing power of the customer can measure the brand awareness through brand recognition, brand recall, top-of-mind and dominant brand. At the purchasing time or before it the consumer must possess brand knowledge and brand opinion. At the same time association about the brand such as feelings, thoughts, perception, image, experience, beliefs and attitude must be equally possessed. The consumers ability to confirm prior exposure to the brand and the ability to retrieve the brand when given the brand name as a cue from among the brand category, this reflects the consumer ability of recognition and recall of the brand for which they are loyal for psychological satisfaction of the customer play a tremendous role in create a fully pledged brand in the mindset of customers, which helps in creating brand profitability. In short , brand awareness is the utmost step in creating brand equity which in turn reflects in the brand loyalty towards particular product\ services.

As in present economy the need for Ayurveda treatment shows a tremendous growth rather than that of allopathic treatment. There arises a new scope for the Ayurveda industry to capture the major shares of the market and thereby adopting innovative and advanced strategies by the marketing department for increasing the brand awareness, brand equity and brand loyalty. The brand awareness has got a major role in the Ayurveda industry. As Ayurvedic treatment flows right from the ancient times its important in the economy. The customers usually prefer the well known brands when they are in search of an Ayurveda medicine. To attain the inner urge of customers the company must conduct detailed study about the market condition prevailing in the economy. Brand awareness is vitally important for all brands, branding provides differentiation in recognition and recalling the product and service. Repeat purchase of the customer ultimately leads to value reinforcement Inculcating relationship with customers is based on intentions of cultivating the long term customer loyalty. The purpose is to get the customer to become committed to a given service provider. As the ayurvedic treatment has brought a tremendous change or improvements in the tourism industry leads to economic growth there by capturing the market share. Cultivating base of customer awareness makes eminent sense on account of its implications on cost and revenue of the firm. Some brands develop customer awareness and commitment on the strength of their ability to deliver superior functional benefits. The study helps to get an idea of where the brand is positioned at present and to evaluate the awareness level of Ayurvedic products\services offered by Sitaram.

Objectives
The present study entitled A STUDY ON BRAND AWARENESS OF
AYURVEDIC PRODUCTS AND SERVICES WITH SPECIALREFERENCE TO SITARAM AYURVEDA PHARMACYPRIVATE LIMITED THRISSUR is

undertaken with the following specific objectives

To evaluate the brand awareness of ayurvedic products and services

with special reference to SITARAM AYURVEDA Pharmacy Private Limited Thrissur To assess the role os SitaramM products\service __________ brand loyalty and related benefits.

Methodology
Period of study The duration of the project work is 3 weeks. Data Collection Both primary and secondary data were collected and used for the study. Primary data were collected from 50 customers of using products\services of Sitaram limited. With the help of a questionnaire secondary data were collected from books, journals, website, etc Sample Design Sample of 50 customers using Ayurvedic products\services of Sitaram limited were selected from urban, semi-urban and rural areas of Thrissur, District by apply by judgment sampling method.

Tools used for analysis Keeping in view of the objectives of the present study, collected data were analysed with the help of percentage analysis and weighted average or score. Limitations of the study The analysis of the present study manily depends upon the personal view of the customers ans as such an element of subjectivity cannot be reflect out, inspite of the earnest effort to overcome this limitations. Time and resource for conducting the study were also limilted. Chapter Schemes Project report is presented in five chapterChapter I Chapter II Introduction Review of literature A. Review of Literature B. Theoretical Framework of study

I. Concept of brand, importance and other related concepts. II. Ayurveda- History and Recent trends a. Global Scenario b. Indian Scenario c. Kerala Chapter III Chapter IV Chapter V Industry Profile Data Analysis and Interpretation Summary of Findings, Suggestion and Conclusion

CHAPTER-2 REVIEW OF LITERATURE

A. Review of Literature
A review of theoretical and empirical literature pertaing to the topic of the study is an integral part of any research work. Hence, an attempt has been made in this chapter to present a review of various studies related to Brand Awareness.

Aaker1 in his study,Brand Equity Investment really Worthwhile showed that recognition and recall is the inner urge that created in the consumer mind while they are loyal for a higher level brand. Brand enhance the Measurement of brand recall and recognition Aaker2 in his study ,Measuring Brand Equity across Product and Markets, found about measuring brand equity comes across that, strength of brands presence in the consumers mind about products and services .As brand awareness is an asset that can be inordinately durable and thus sustainable. Blumenthal and Bergstrom3 Brand Councils that Care: Towards the Convergence of Branding and Corporate Social Responsibility in their study , mentioned that both branding and corporate social responsibility have crucial role uponthe organisation have recognized how these strategies can add or detract from their value.

Cavero and Cedollada4 in their study the Brand Choice and Marketing Strategy highlighted brand devotion signifies product fondness that user wont think of supplementary brand when they acquire a manufactured goods.

Chieng Fayrene Y.L and Goi Chai Lee5 in their study named Customer- Based Brand Loyalty suggested that customer based brand

equity which based to the consumer response to a brand name. Recognition and recall of successful brand provide competitive brand that are critical to the success of company. Hoffler and keller6, Building Brand equity through Corporate Societal Marketing identified intensity and width as measures of recognizing a thereby creating the brand awareness in the mindset of consumers. Kambiz Heidarzadeh Hanzaee and Hamid Saeedi7 conducted a study on. A Model of Destination Branding for Isfahan city revealed that it aims to develop and test a theoretical model of destination branding, which integrates the concepts of the branding and destination image. Kan8 signifies in his The Study of Relation between Product Value, Brand Trust, Brand Affect and Brand Loyalty that the consumer must have encouraging feelings as well as complete pleasure towards brand and they will create purchase purpose and give supremacy brand loyalty which further enhances brand profitability. Keller9 in the study of The Effects of Brand Name Suggestiveness on advertising Recall, brand awareness was an informational nodes linker to the memory of the consumer that creates a meaning of brand. Keller10 Strategic Brand Management explained the consumers ability to recall and recognize the brand under different conditions and to link the brand name, logo, symbol, and so as forth to creation brand association in memory. Klooster11 revealed in his study Exploring Destination Brand Communities described that intense global competition in the tourism industry forces destinations to develop strong, unique, and competitive destination brands. This has disproportionate effect on peoples

perceptions of the country as a whole, so branding is the best solution for tourist destinations. Kotler and Armstrong12. Principles of Marketing, invested that branding today is used to create emotional attachment to product and companies. Kotler and Keller13 in their study Marketing Management, relater with brand association contributed that brand association consists of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes and is anything linked in memory to a brand. Macdonald and Sharp14 invented in their Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product, that the increase of buyer awareness has made want to made buyers want to pay for their recognizable and constructive brand. Thus, it is important for businesses to create attraction in their brands to be in better position than their competitors. This is evident that the consumers disseminate and always willing to acquire a product, so here the brand awareness is always a vital factor to manipulate the buying decisions and purchase intentions. Nazia Yaseen, Mariam Tahira, Amir Gulzar and Ayesha Anwar15, in their study Impact of Brand Awareness , Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention conducted to investigated the mediating role of purchase intention on the relationship of brand awareness and profitability, perceived quality and profitability and brand loyalty and profitability. Neal and Strauss16 . A Frame Work for Measuring and Managing Brand Equityinvented that the primary sources of competitive advantage and future earnings of any business are intangible includes its base of loyal customers brands, symbols and slogans, which also includes the brands

underlying image personality, identity, attitudes, familiarity, association and name awareness. Parasuraman and Grewal17 The Impact of Technology on the Quality Value-Loyalty chainsuggested that the added optimistic retailer contract observations are, the powerful buyer fidelity is. Pike18 in his study aboutDestination Marketing Organisation, stated tourism destination branding suggest that most tourism activities take place at a particular destination, therefore the destination itself forms a pillar of any modeling that is done for the tourism system. Subhani and Amber Osman19, A Study on Association between Brand Awareness and Consumer Brand Loyalty, which focuses on empirical studing the relationship of brand awareness on brand loyalty, which constitute the success of brand. Thakor and Kohil20 Effect of Brand Origin Perceived Association on consumer Perceptions of Quality, stated in their study that less concern to be given to the place where brands manufacture their products, and more to the place where people perceives the brands country of origin to be. Veryzer and Hutchinson21, in their study The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs argues that typical brands are recalled faster than that of atypical brands From the review of earlier study summarised above it can be concluded that the most of the studies are related to the role of brand, brand loyalty, general aspects of branding etc.. Studies pertaining to brand awareness of ayurvedic products\services are very few in number and has been undertaken.

B. Theoretical Framework of study

Marketing department of the organisation must be dynamic enough to switch according to the day-to-day technological advancement, increasing competition, establishing market share and satisfying the customer needs and preference. Strategy as well tactics will enable an organisation to higher its brand and maintain loyalty in the minds of customers. The implemented strategy must be powerful enough to focus on multiple brands, multiple products and multiple markets .In short creating brand value is becoming the drive of strategy. Marketing department of the organisation play a vital role in the performance of several valuable function, to create or increase the brand among the customers. The customer must be overwhelmed with the marketing strategies of the particular brand for which are aware and loyal for. Proper evaluation and analysis must done while marketing a product or services, which create value in the customers. Creating brand image among consumers results in the repurchase of the brand, which also leads to link a relationship between brand awareness and brand loyalty, which constitute to the success of the brand. A brand is a unique identity used to differentiate and identifies a product in a meaningful and relevant way to group of consumers. The product is the physical evidence of a brand that has specific features and attributes. Brand success is measured by consumer loyalty which requires a consistent delivery of the brand promise. Brand creates differentiated image of product or services, which have unique and extraordinary characteristics than that of competitors. Even though in the global competitive marketplace the brand must face various challenges include organisational challenges, the brand building program challenges and

brand identity and position challenges, at the same time the brand strive to overcome such challenges. Also managing process, branding, subbranding, accessing the media, achieving brilliance, integrating the communication and measuring the result all must be done in a timely manner. By the proper analysis and execution functions of the marketing department drives the brand concept in the mind of customers. Brand perform as an economic function in the consumers mind ,the value of the brand comes from its ability to gain an exclusive, positive and prominent meaning in the mind of large number of potential or prospective buyers. The essence of brand is to function as a recognized symbol in order to facilitate choice and to gain time. Uniqueness of the product and services, basically create perception in the mind of consumer about the brand. A brand is a consistent group of characters, images, or emotion that consumers recall, recognize or experience when they think a specific symbol, product, service, organisation or location. A brand is experienced in it entirely which means both emotions and rational thoughts are involved. The core process of brand is to create meaning, which includes positioning and core values. Brand building process is of two parts- internal and external. Internal process describes the relationship between the organisation and the brand, with the internal objective being for the organisation o live its brands. The external process is that concerned with relations between the brand and the customer, with the external objective of creating value and forming relationship with the customer. Brand must possess various features, as brand must be clear and memorable to recall and recognize in the future course of action. Brand must be distinctive from the competitors. Brand product attributes benefit usage quality. Also brand must create good image, must original

and not to be offensive. Brand with all these apt features can influence the consumers in their buying decision and shapes the ownership experience Consumers enjoying the benefits of a strong brand can avail a trust and emotional attachment to product or services. In this case premium price can also be recommended for the product or services with strong brand. Brand may be of different type according to the nature, usage ,preference, etc. of product or services provided by the concerned firm:Individual brand firm may decide upon a policy of adopting distinctive brands for each of its product. Family brand-firm with many lines of products and each line of product is given a particular brand name. Company brand-all the products of a company have the name of the company as a brand name. Combination brand-each product of the company has an individual brand name but it also has the name of the company brand to indicate the business house producing the product Functions of brand for the consumer are identification in the sense that to identify the sought-after products. Through identical repurchasing and loyalty allows in practically savings of time and energy. Guarantee, to be sure of finding the same quality of the product or service. Optimisation to be sure of buying the best product in its category, the best performer for a particular purpose, must be characterizsation to have confirmation of the brands self-image or the image that present to others. Continuity and satisfaction brought about thorough familiarity and intimacy with the brand that have been consuming for years. Satisfaction linked to the attractiveness of the brand, to its logo, to its communication. Ethical, satisfaction linked to the responsible behavior of the brand in its

relationship towards society. The strategic research must go into the development of the development of the brand. As its a time-consuming and often critical task to handle, is the reason of branding. Branding holds tremendous importance since many years; it is the key to distinguish the goods and services from one to another. Customers simply understand the brand to associate and reckon with easy information like processing about the product purchasing and being certain about the brand to build their trust with time, Branding grew a lot as per modern concept its not merely for identification, but also emotional attachments, a feeling of involvement, a sense o higher quality and an aura of intangible qualities that surround the brand name, mark or symbol. Branding issued to imprint a representational image of a product or service into the mind of the customers. Branding must attract and keep customers by promoting value, image, prestige or lifestyle. Also communicate information minimise risk or increase trust, help identify or recall key factors, differentiate from competition and facilitate recommendations. Selecting a consistent element mix to identify and distinguish it through positive image building constitute branding. Branding conveys the promise of a memorable experience that is uniquely associated with the product or service it also serve to consolidate and reinforce the recollection of experience of the brand. Branding accumulates benefits to consumers to consumers in the form of utility and services. The recalling and recognising capacity of the consumer about a brand and its attributes for long period indicates a favorable reaction towards an element of the marketing mix for the brand. Core value of branding creates awareness association and loyalty in the mindset of customers. Recalling and recognizing capacity of the

consumer about product and product category is perceived by the product quality. Interactive communication of internal and external consumers tends to identify the brand name and company name. Overall the target consumer in the market must possess various internal urge to acquire a product that creates brand awareness in the consumers mind through branding. Branding is now widely acknowledge as a potent tool for companies to use their advantage in achieving competitive strengthens of the market, as it generates value both for the producer and consumer. A strong unique image is the essence of product positioning fir its ability to differentiate a product or service from competitors to get into the consumers mind, which simplifies information continuously. Branding is perhaps the most powerful marketing weapon available to contemporary product or services. Branding functions related to product or service helps to reduce the choice, the consumers loyal to a brand always stick to avail that particular product or service for a long time. Branding conveys consistency across multiple outlets and through time. Branding reduce the risk factor attached to decision making. Branding facilitates precise segmentation and also signifies prestige. Branded products indirectly denote the quality or standard of a product. Branding provides various advantages, as brand is the heart of business, which creates an identification of the product. Manufacturer has an advantage of differentiating their product from that of the competitors. Also company can possess goodwill and reputation. Reduction in marketing expenses, control price of products, opportunity to introduce new product due to increase demand for product. Consumers ensure branding advantage but acquiring quality products at right time, at right price, at right quantity and at the right place. Also standardised products

keep the customer away from all courses of malpractices. Distributors benefits through the reduction in the selling efforts, business risk and cost of distribution. As the marketing function is to promote the brand of a particular product or service. Branding process which concludes with the creation of brand awareness in the consumers mind. Achieving successful brand awareness means the brand must be well know and is easily recognisable. Brand awareness is crucial task to differentiate the companys product or services from other similar product and competitors. Brand awareness creates potential customers aware about the company and its products or services. The ultimate goal of most business is to increase sales and income, for this purpose the customer must aware of the brand. Brand awareness refers to the strength of a brands presence in the consumers mind. Brand awareness can provide a host of competitive advantages fir the marketers. Brand awareness include sense of familiarity of a brand, awareness can be a sign of presence, commitment and substance. The salience of a brand decide, whether is recalled at a key time in the purchasing process. Brand awareness is the asset that can be inordinately durable and thus sustainable. It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. Brand awareness is vitally important for all brands. Brand awareness is measured according to the different ways in which consumers remember a brand, which may include brand recognition, brand recall, top-of-mind and dominant brand. Awareness as the customers ability to recall and recognize the brand as reflected by their ability to identify the brand under different conditions and to link the brand name, logo, symbol and so forth to certain

association in memory. Brand recognition related to consumers ability to confirm prior exposure given to the brand a cue. It requires that consumers can correctly discriminate the brand as have been previously seen or heard. Brand recall relates to consumers aptitude to retrieve the brand from memory given the product category which fulfills the needs by category or a purchase or usage situation as a cue. Top-of-mind brand is the brand name that first comes to the mind when a consumer is presented with a name of product classification. Dominance in brand name is the ultimate level of awareness. The challenges facing the marketers are to build awareness and presence both economically and efficiently. Besides recognition and recall other higher levels of awareness, include identify the brand knowledge a brand opinion. Brand knowledge is the full set of brand awareness and brand association linked to the brand. For well-known brands recall and recognition is one of the most important attempt made from the part of customer. Recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand opinion can be used in part of enhance the measurement of brand recall; Brand associations must precede conceptualisation of brand awareness. In order to develop a set of association, the consumer must aware of the brand

Brand association consists of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs and anything linked in memory about the brand. Brand awareness is categorized into two type product associated and organisational association. Product association includes functional attribute associations and nonfunctional association. Functional attributes are the tangible features of a product. While evaluating a brand, consumers link the performance of

the functional attributes to the brand. Performance is defined as a consumers judgment about a brands fault free and longlasting physical operation and flawlessness in the products physical construction. Nonfunctional attributes includes intangible features that meet consumers needs for social approval personal experience or self-esteem. In product association consumer linked the social image, trustworthiness, perceived value, differentiation and country of origin to a brand. Social image limit the reference of the image dimension to the social dimension, calling it social image as social image contribution more to brand equity. Social image refer to as the consumers perception of the esteem in which the consumers social group holds the brand. It includes the attributions a consumer makes and a consumer thinks to make the typical user of the brand. Value appeared in several brand equity, defined as the perceived brand utility relative to its costs, assessed by the consumer and based on simultaneous consideration of what is received and what is given up to receive it. Consumer choice of brand depends on a perceived balance, the price of the product and all utilities. A consumer is willing to pay premium prices due to the higher brand equity. An important attribute in assessing the strength of a brand is the trustworthiness of a product. Trustworthiness refers to as the confidence the consumer place in the firm and the firms communication and as to whether the firms action according to consumers interest. Consumers place high value in the brand that they trust. Brand provides benefits to consumers by differentiating products, as they facilitate the processing and retrieval of information. Distinctiveness is defined the degree to which the consumers perceive that a brand is distinct from its competitors. a brand can have a price premium if it is perceived as being different from its competitors. Country of origin of brand must also be considered in association of a product. This refers to as the place, region,

or country to which the brand is perceived to belong by its customers. Country-of-origin is known to lead to associations in the minds of consumers. The country of origin of a product is an extrinsic cue, which, similar to brand name, is known to brand name, is known to influence consumers perception. It refers to the country of origin of a firm or a product or the country where the product is manufacture or assembled. Organisation association, include corporate ability association which are those associations related to companies expertise in producing and delivering its output. And in case of corporate social responsibility associations all the activities are perceived in respect of its societal obligations. Brand awareness, perceived quality and customer loyalty towards a brand helps in increasing the purchase intention among the consumer also increase bran profitability. Awareness has made buyers to pay for their recognizable and constructive brand. Thus it is important for business to create attraction in their brand to be in better position than their competitors. Brand awareness is always a vital factor to manipulate the buying decisions and purchase intention. Profitability performance tends to have positive relationship with brand awareness. Profitability performance is a monetary input of the brand in the mean of revenue. The purchase decision is also influenced by the perceived quality which is also an aspect of brand value that makes the consumers to pay for certain product or services. Brand awareness and perceived quality is necessary for the purchase of the brand, the loyalty is a guarantee for purchase. Brand loyalty plays a vital role in purchase, re-purchase and switching behavior. So all the three are significant for the purchase and purchase intentions. The levels of brand loyalty increase the economic value of brand as well as augment sales of a brand. Brand profitability

that upholds a product or services as the income that it attract, and are used to make sure its stamina and growth to further better recognise how this production profitability is affected. The outcomes of all these brand awareness, perceived quality, brand loyalty and brand profitability the further give emphasis to generate a plan to make purchase intention which is basically a degree of preparation for generating a plan to analysis on purchase intention of consumers ,basically become a path to recognize the growth of sales in the brand. Brand awareness creates a sense of promise in consumer mind, which provoke them to increase their purchase intention. Consumers confidence or trust in a loyal brand tends them to recognize and recall of the brand at the time of purchase of the brand. The supreme power of brand awareness tremendously helps in increasing the brand

profitability. Brand awareness is a positive cause which leads to brand equity and brand loyalty.

I . Concept of brand, importance and other related concepts

Brand recognition of the company helps to develop public trust and promotes the companys reputation as a credible and reliable position in the market. For the success of brand, marketing strategies and sales people are the important instrumental tool in branding. Unique and creative brand can help to out from competitors and earn loyalty. For the effective promotion of the brand one must analyse the objectives, vision, mission, product and services, public, employees, service tactics, etc...This is only a starting point and lot of strategic research must go into the development of brand. Understanding the importance of need for planning along with specifications that increase awareness of the brand among the

consumers. Through the entire process of creating a brand, it is of utmost importance to consider the brand awareness. Brand awareness is very important, which play a major role in purchasing decision of the consumers. The more aware the consumer about the brand, the more is their willingness to pay for that brand. The planning and development of brand awareness is to identify and understand the target customers, creating a company name, logo and slogan, adding value through packaging, location, services, special events, and advertising and after sale follow-up and customer relations management. The challenges faced by the organisation such as whether there exists potential customer to brand, decline the power of willingness form the part of potential customers for paying the brand that of less expensive alternatives. So in this case promotional measures and actions must be introduce to increase brand awareness.

Brand help s to stand apart from the crowd, when it comes to a bunch of products offering the same services, it is the brand identify that helps to steal the deal.. Brand help generate a credible business image. By using the right kind of branding strategies business can generate a sense of trust regarding their products or service among the customers. A credible image can hugely help a business boost its sales conversion. For instance, while buying goods not many users will think twice before going for a transaction, but they will think twice when it comes to other relatively unknown brands. Brand help promote business through word of mouth. The team of usability experts will ensure that brand design does not have any usability flews. After formulating a usable product design based on the business requirements and end-user analysis team conducts a final usability testing before the product is made live.

By this way there remains a continual updating of a brand awareness strategy according to the dynamic environment. Also helps in determining the awareness among the consumers to the prior changes making in the brand. From this decide the need suggestion that might help to increase the awareness and public recognition. Efficient and effective execution of the change helps in increase the brand awareness, without any change in the mind of consumers. Thereby the potential consumers of the brand recognise the change and switch accordingly. Truly successful brand awareness often takes time to develop. Firstly effective awareness effort is required to develop. Then there is the time required for the message to reach potential customer. Potential customers react to the message differently, few respond early while most of them take time to hear and respond later. Establishing customer loyalty takes the moist time, as it requires external experience with the products or services .All leads to the promotion of positive brand awareness. Brand with reliable high quality, distinctive characteristics, attractive logo, fair price etc create positive awareness. This in turn creates a good impression in the mind of customers to influence the brand loyalty. Along with positive awareness trust is another important facto achieved through credibility. Brand is one of the primary intangible assets of the business. Its financial value can be measured directly by measuring the difference in price that a customer is willing to pay for the branded product over a generic equivalent, less the cost of marketing. Brand is so valuable, which want to give the brand legal protection by turning it into a trademark. With high brand awareness, an established brand name can be used a plat fo the launching of new, but related products. By using the same brand name, the organisation can cut the advertising cost, because the

consumer already knows what to expect from these branded products. At the same time, these new brand extensions also increase and enhance existing brand awareness. any new product released under the original brand must conform to existing consumers expectation. Another way to build on an established brand name is to establish a family of brand name either to take advantage of marketing or to establish a different, but related brand has high brand awareness. Also high brand awareness of a well-conceived brand can even ignore language barriers. Establishing positive brand awareness and trust creates an impression about brand is of utmost importance. Consumer must be aware of the product vale then only they can analyse the awareness of the brand. The importance of consistency of message about the brand. The company attempts to present a consistent message about the consumers are all about the company. The impressions hope to make on consumers and potential consumer which must be consistent across various mediums, situations and promotional attempts. As it promotional materials consistent slogans and taglines are published through mediums, website and logo, to name a few. Consistency cant be emphasised enough. It represents the consumer can continue to associate with the products. Creating brand awareness, through a collaborative, well developed overall image, is essential to developing a success brand that achieves maximum benefits. It is important to pay attention on customers response towards the products, packaging, displays, and messages. Brand promotion leads to the increase in purchase intensity of the potential or prospective customer, as their decision regarding purchase includes the following steps- a need must perceived and this need varies according to range complexity and severity. To make

purchase decision, one must seek information. Simple reading, search on

an internet to an inquiring call all these process provide information about the products and their value can be important to making evaluation. Evaluation of alternative brand or product helps the potential or prospective customers to identify the most favorable brand needed to them among the alternatives. Essentially the customers assess the quality of the product that might make it worth to purchase. Value assessment of the brand or product results in a decision either to buy or pass upon an offer. Purchase decision must be assessed to reaffirming or doubling, and this can occur a day, a month or a year or more after the purchase. Testimonials from satisfied customer may help to shape these afterpurchase expectations. Understanding the stages of a purchasing decision vary both in time and whether the stages really are distinct, one can better assess where they might be able to have an influence on someones decision to purchase. Carefully planned communication strategies play an important role in creating a brand. Through the communication process the benefits of the brand can prove attractiveness and ability to increase brand awareness. Investing in consumer education is a promotional measure to achieve strong brand awareness and loyalty. The education strategy has always relied on direct contact with its potential consumers for better and firsthand information. Amongst its educational strategies investment in consumer product sampling, educational seminars for opinion formers, etcMarketing its brand in one package size, one design and bearing one uniform message, has yielded solid and impressive results.. A strong component of this strategy is the timely entering into the market-always first-which has given sufficient time to build category awareness followed by a strong brand awareness.

To solidify the communication efforts, it launched simultaneous public relation activities, relying heavily on press release and advertorial and editorial material. Establishing strong category awareness can establish its own branding program, develop simultaneously with a co-marketing programs offered to its customers. The promotional measure to increase the brand includes- keep it simple, consumer realise the full benefits of product and services aware to them. The communication strategy is designed to create consumer aware of benefit of both product and services, which ultimately lead them to look for product containing better quality and satisfaction. Products featuring the logo are easily identifiable and positive; these products did not make reference to complicated products or services. Also website facility is provided access to more detailed information on the benefits of various programs. Intensive consumer research determines the specific needs of consumers seeking benefits from the product, also through messages to be transmitted on relevant source. Standing alone strategy may be appropriate or successful for all countries, but it does serve as a cautionary lesson when so much emphasis and effort are being placed on pack communication of product and services. Based on simple communication strategies, to ultimately reach consumer awareness and sales of product or services categories. Common to the success of company is that product or services were scientifically proven, welldocumented and patent protected, their timing of entry into the market must be well- prepared, and they concentrated effort first on. Creating awareness and only afterward on creating brand awareness. Promotion of the brand or product is the process of notifying the public or target customers about new products, recalling products, disease outbreaks, public service information and many other type of news.

Many company use advertising mediums like newspapers or radio advertising to promote consumer awareness. Informing the public about vital information or new products plus positive image. There are various steps to create consumer aware of product or service information which leads to promotion of product or service. Deciding the target for the announcement of product or services. Determine the advertising medium or methods can use to reach target audience. Create a memorable

character, which must be attractive and effective. This helps in distinctive identification of the brand. Develop a small booklet that contains vital information about the product or services that want to be distributed. Also hire people to hand these booklets out at retail outlets or high traffic areas, inviting consumer to try the product or read more about it. Schedule a seminar at schools, office complexes or manufacturing plants, if information is vital to students or workers. Discuss about the product its features, size, package, availability, usage, etc..Promotion can be done through advertisement, at the introduction stage advertisement must be run frequently to possess a place in mind of consumers. Also announcement on radio stations that make appeal on target audience. Along with this product promotion can also be done through television, as target audience is most likely to view it. Place full;-page advertisement in the newspaper in the business section or in a section related to product or service. Innovative ideas can be used for the promotion of product or services, which tries to satisfy the unending needs and wants of customers. Also concentrate on propelling sales and generate revenue. Promotional measures helps in building long-term personal relationship. To gain and retain the trust of our client to exceed the promotional product expectation and take the confusion and struggle out of their campaigns. Promotional products are the only medium engages all the five sense.

Customer can see, hear, touch, taste and even smell them. Plus promotional products are easily affordable; create impression in longlasting and readily measurable. Make promotional products on integral part of marketing mix. Promotional measures handle by Sitaram Ayurveda pharmacy in creating brand awareness among customers:Collecting personal information::in this case the company do not collect personally identification information of the customers, but if the same must be provided by the customers. Customers can submit for an inquiry about the company information or can sign up for the newsletter at that time the customers may ask for certain provided information such as contact details name, e-mail addressed, etcAlong with this company to take care of the privacy policy upon the information. The company properly maintains privacy policy without disclosing the information about the consumer to a third party. Also retain other companies and individual to perform function on one behalf. Such third party may provide with access to personally identifiable information needed to perform their function. E-mail addresses::company never compels any one to receive unwanted email from them. at the same time they are trying to make it easy to optout of any product or services that have been asked to receive through world network.com, newsletter and verification e-mail is sent via wn.com is clearly an conspicuously named at the point of collection. Consumers have also option not to receive promotional communication. Third party advertises::the advertising banners and others forms of advertising appearing on this website are sometimes delivered to the customers behalf by a third party. In the course of service advertised to

this site the third party may place or recognize a unique cookie on the browser. Business transfer::as they continue to develop business they might sell certain aspects of their entity or asset. In such transaction user information includes personally identifiable information generally is one of the transferred business assets, and by submitting customer personal information on wn.com that agree the transfer of data in these circumstances.

II. Ayurveda- History and Recent trends

Ayurveda is composed of two words. Ayu which means Life (Longevity) and Veda which means knowledge (Science). This is an established, time tested and practiced science. Many scholars have written volumes on various aspects of like as known to our modern medical science. Few of the important aspects covered are life style, exercise, health, body functions, metabolism, mind, spirit, diagnosis, treatment, pharmacy, drug & medicine diet etc. In view of Western and developed countries preference form natural and herbal for health and health care is increasing, the Ayurvedic science, practice and industry has great scope of development during 21st Century. Ayurveda provides an integrated approach to preventing and treating illness through lifestyle interventions and natural therapies. It is based on the view that the elements, forces, and principles that comprise all of nature - and that holds it together and make it function - are also seen in human beings. In Ayurveda, the mind (or consciousness) and the body (or physical mass) not only influence each other. Together they form the mind-body. The universal consciousness is an intelligent, aware ocean of energy that gives rise to the physical world we perceive through our five senses. The true

history of Ayurveda starts from the time of the Holy books,Vedas. Ancient mythology concept and essence of Ayurveda was revealed by the creator of the world himself Lord Brahma. The Vedas date back to about five thousand years. They preach the philosophy of life. The Atharvaveda contains the principles of healing on which Ayurveda is based. 'Ayur' means 'life' in Sanskrit. Ayurveda is the most ancient science of healing which enhances longevity. It has influenced many of the older traditional methods of healing including Tibetan, Chinese and Greek medicine. Hence, Ayurveda is considered by many as the 'mother of healing.' The hymns, the mantras and the medical information contained in the Vedas were contributions of Rishis and munis or sages, over a period of time. The practical tenets of Ayurveda are divided into eight sections or branches. Internal medicine, Surgery, Organic medicine, Pediatrics, Toxicology, Rejuvenating remedy, Aphrodisiac remedies and Spiritual healing. These eight sections are called "Astanga Ayurveda". Ayurveda is a complete or holistic system that integrates the mind, body and spirit. For a few centuries, the tradition of Ayurveda was dimmed due to the natural and human calamities and also by the invasion of foreign cultures into India. The sacred texts were either destroyed or stolen. However there were many Vaidyas or doctors in India who managed to preserve some of the knowledge available in these Holy .

Scriptures. Divine plants that sustain long life and good health are now being rediscovered. Many renowned families of Vaidyas, who are specialised in certain branches of Ayurveda, have started functioning again in India. Today there is a revival of the ancient culture and traditions inherent to Ayurveda, which is a true gift of the ancient civilisation to the modern world. One is impressed by the vast conceptual canvas and frame work of Ayurveda. It is important to realise that Ayurveda is not confined to medicine only, it tackle whole subject of life in its various ramifications. This can be seen by the variety of topics discussed there, such as re-birth, renunciation, salvation (Moksha), soul (Atma) etc.... The purpose of life is four - fold to achieve Dharma (Virtue), Artha (Wealth) Kama (Enjoyment) and Moksha (Salvation). In order to attain success in this fourfold purpose of life, it is essential to maintain life not only in a disease-free state but also a positivity health state of body, mind and spirit. The emphasis on the maintains of positive health or swathe virtue, is a distinguishing features of Ayurveda. In order to maintain positive health, Ayurveda prescribes specified routine dinacharya, and also a seasonal regime ritcharya in dinacharya great important is given to diet which is to be taken in a prompt way with regard to quality, quantity as well as frequency, emphasis is given to physical exercise and personal hygiene. The daily regime advocates not to suppress certain natural physical urges like maturation, defecation, hunger, thirst, sleep etc. on the other hand suppression of harmful psychic urges is advocated like greed, fear, anger, vanity, jealousy, malice and excessive attachment to anything. Equal important is given to mental health; flair ethic a regime of sad putt (ethical life) is prescribed. Strict mental discipline and adherence to moral values is considered a pre requisite for mental health.

That is named the science of life where in is laid down the good and bad life, the happy life and what is wholesome and what is unwholesome in relation to life.

a. Global Scenario Even though the modern medicine had played and critically important role in providing relief from pain and disease it had not been able to provide a complete cure from many diseases. Further there are side effects from many medicines. In account of the above facts, individuals across the world are turning towards traditional medicines. According to W.H.O. the global market of traditional therapies stands at U.S.S. 60 Billion and is growing steadily. Global market for medicinal herbs and herbal products is estimated to tough USS5 Trillion by 2050. This is great opportunity for Ayurveda. Export of Ayurveda and siddha products and services offer huge potential, considering that over 80 percent of the world population relies on the traditional system of medicines to meet their primary health care needs. Word demand for herbal products has been growing at the rate of 10% - 15% per annum. There is also a growing demand for natural products including items of medicinal value in the international market. The medicinal plants related trade in India alone is approximately Rs. 500 crore. Global market for herbal products, which include medicines, health supplements, herbal beauty and toiletry products is estimated at around US$ 50 Billion. Out of this, the market for herbal medicines alone is estimated at around US$ 5 Billion and is expected to reach US$ 16 Billion by 2006. The global herbal product market are mainly in Europe and North America which together account for 63% of the world market. The European for herbal remedies account for 45% of global market. Germany and France are the most established marked with a share of 22% and 11% respectively. China is the major exporter of traditional medicines to the world market. India needs to organize itself well to get any significant share in this growing market segment. Against a total

global market of US$ 50 Billion India contributes only Rs. 500 crore. The export of value added product is only Rs. 75 crores and mainly to markets where people of Indian Origin resides.
b .Indian Scenario

Ayurveda originated in the 10th century BC, but its current form took shape between the 5th century BC and the 5th century AD. In Sanskrit, Ayurveda means science of life. Ayurvedic philosophy is attached to sacred texts, the Vedas, and based on the theory of Panchmahabhutas all objects and living bodies are composed of the five basic elements: earth, water, fire, air and sky. Similarly, there is a fundamental harmony between the environment and individuals, which is perceived as a macrocosm and micros relationship. As such, acting on one influences the other. Ayurveda is not only a system of medicine, but also a way of living. It is used to both prevent and cure diseases. Ayurvedic medicine includes herbal medicines and medicinal baths. It is widely practiced in South Asia, especially in Bangladesh, India, Nepal, Pakistan and Sri Lanka.

Ayurvedic medicine is said to have originated from the ancient Hindu sacred texts the Vedas, but these actually contain few medical references. Modern scholars believe it evolved, gradually absorbing influences from Buddhism and other traditions along the way.

The basis of Ayurveda is contained in two great medical compendiums written by Charaka and Sushruta more than 2,000 years ago. These texts cover a vast array of topics including pathology, diagnosis, treatment, surgery, lifestyle advice and philosophy. Legend hasit that Charakas compendium contains teachings passed down from the Hindu god Indra. Copies of these texts, written in Sanskrit on palm leaves, survive today and form the basis of Ayurvedic training.

Ayurvedic medicines are produced by several thousand companies in India, but most of them are quite small, including numerous pharmacies that compound intergradients to make their own remedies. It is estimated that the total value of products from the entire Ayurvedic production in India is one the order of one billion dollar (U.S). The industry has been dominated by less than a dozen major companies for decades, joined recently by a few others that have followed their lead, so that there are today 30 companies doing a million dollars or more per year in business to meet the growing demand for Ayurvedic medicine. The products of these companies are included within the board category of fast moving consumer goods (FMCG; which mainly involves foods, beverages, toiletries, cigarettes etc.) Most of the larger Ayurvedic medicine suppliers provide materials other than Ayurvedic internal medicines, particularly in the areas of foods and toiletries (soap, toothpaste, shampoo etc.) where there may be some overlap with Ayurveda, such as having traditional herbal ingredients in the composition of toiletries. Ayurveda is an ancient Indian medical science, the origin of which can be traced back to the Vedas, which are the oldest available classics of the world. Vedas are the ancient books of knowledge, or science, from India. They contain practical and scientific information on various subjects beneficial to the humanity like health, philosophy, engineering, astrology etc. Ayurveda is a holistic healing science which comprises of two words, Ayu and Veda. Ayu means life and Veda means knowledge or science. So the literal meaning of the word Ayurveda is the science of life. Ayurveda is a science dealing not only with treatment of diseases but is also a complete way of life.

The key suppliers in Ayurveda are Dabur, Baidyanath and Zandu, which together have about 85% of Indias domestic market. These and a handful of other companies are mentioned repeatedly by various writers about the Ayurvedic business in India; a brief description is provided for them, arranged here from oldest to newest: Minerals and non-hormonal active ingredients used as a menopause treatment alternative to HRT(_________). Soya is one of the main ingredients in this product. The product also contains Ayurvedic herbs that act like selective estrogen receptor modulators as well asparagus root (shatavari), which reduces the frequency and intensity of hot flashed. Ayurveda is a time tested health care system developed over a period of time (since 500 BC) in Indian sub-continent with continuous use by the community. It is well organized, codified and amply documented and almost parallel to allopathic system in terms of institutional and healthcare network in India. Ayurveda though popular in all the states of the country, but it is comparatively more prevalent and acceptable in Kerala, Gujarat, Himachal Pradesh, Rajasthan, Maharashtra, Madhya Pradesh, Jharkhand, Chhattisgarh, Uttar Pradesh, Uttaranchal and Orissa, The distinguished feature of Ayurveda is its holistic nature. It considers a human being in totality and takes into consideration his relationship with the environment. The unmatched heritage of this system is a treasure house of knowledge for both preventive and curative health care. The positive features of Ayurveda inter alia include diversity and flexibility of remedies; natural origin of healthcare & therapeutic modalities, large scale accessibility & affordability; broad acceptance by a section of the general public; a comparatively low cost; a low level of technological input and growing economic value. The system provides not only comprehensive treatment strategy for common as well as chronic ailments, but also aims at enabling the body to fight the disease effectively while promoting positive health. Due to such attributes, the system has great potential to serve as a provider of holistic &

comprehensive healthcare that the larger sections of population in India and foreign countries. Of late the importance of Ayurveda has been realized owing to its natural origin and negligible toxicity of medicines, which happens to be quite in contrast to western medical system that makes use of chemical drugs. In post independence India, there has been phenomenal growth of Ayurveda and as a result, a huge infrastructure of healthcare is available in public, private and voluntary sectors. However, in many parts of the country Ayurveda in various forms is still the only kind of healthcare available within the financial and physical reach of the people. Ayurveda sector in India in spite of having a lot of diversity in many aspects still enjoys significant public to government patronage.

c . Kerala
The ideal geographic location of Kerala and its salubrious climate has made external purification and rejuvenation therapies most effective for treatment of many psychosomatic disorders. The high humidity in Kerala helps to open up the body pores and the medicinal oils used in massaging get easily absorbed into the body

there by increasing the effectiveness of the treatment Kerala is famous for its enchantingly gorgeous natural scenes and interesting cultural heritage determining back to thousands of years. Ayurveda and yoga are from an intrinsic part of the cultural heritage of Kerala. Ayurveda has been exercised in all oats of India, involving Kerala ever since time unknown and even so, considered a secure alternative to convention modes of medicine. Ayurveda goes with the approach of holistic remedies and benefits you to discover a delighted and enjoyable life free of sicknesses. The healing of Ayurveda is founded one of the belief that all the disease in a human body arises due to imbalance in the Tridoshas such as Vata, Kapha and

Pitta. Ayurvedic treatments are provided on patients to carry the right balance in tridoshas. Ayurvedic treatments are provided on patients to carry the right balance in tridoshas Ayurvedic treatments offer rejuvenation and relaxation it designed a balance between body, mind and soul. Some in demand and affective Ayurveda Treatments advised to the patients include body sliming therapy, Anti-Neuropathy treatments, Rejuvenation therapy, Migraine therapy, Body Immunization therapy, Skin and beauty therapy, Arthritis and Spondy litis therapy, Panchakarma therapy and Sinusitis. Sirodhara, Pizhichil, Navarakizhi, Thalapothichil, Pachakizhi and Podikizhi are some of the Kerala special ayurvedic procedures. Kerala is blessed with a very rich bounty of healing herbs, trees and shrubs that have been an endless source of Ayurvedic therapies. Kerala has advanced its own of Ayurveda Message therapies such as Elakizhi, Dhara, Lepanam, Kativasthi, Pizhichil, Abhayangam, Thalam, Ksheeradhoomam, Nasayam, Udvarthanam, Dhanyamla Sirovasthi, Njavarakizhi, Snehapanam and Urovasthi. Ayurveda remedies can be effectual in different types of complaints like skin diseases, arthritis, motor-neuron diseases, peptic ulcer, vascular diseases, respiratory diseases, stress, heart diseases and gynecological disorders. The revitalising Ayurvedic massages are an essential part of therapies that help in energizing your mind, body and soul. Time scale of Ayurveda treatments depends on the nature of medications you require and can diversify from one week to a month. Yoga and meditation also from an intrinsic part of the Ayurvedic therapies and are practiced under the supervision of yoga professionals.

The fundamentals of Ayurveda being practised and taught in Kerala are not different from those of the rest of the country, in their essence and philosophy. But in the present days, there indeed is a notable difference in certain aspects of Kerala tradition of Ayurveda. This difference pertains to the importance given to Vagbhatas Ashtangahridayam in preference to other classical texts by Kerala

traditional physicians, the uninterrupted history of practising the classical panchakarma therapies in all their authentic fidelity, the innovative development of the reputed Kerala preparatory therapies and finally the wide variety of exclusive herbal based formulations overshadowing the use of metal and mineral based drugs. The development of Ayurveda in Kerala is particularly noted for its origins in non-brahminical traditions even before the entry of classical Ayurveda in the early centuries of the Christian era. These two streams subsequently blended so well that it gave a unique strength to the health care tradition of Kerala. Selected few brahmin households, named generally as Ashtavaidyas, were bestowed with the responsibility of maintaining the Ayurvedic tradition by practising it as a health care service as well as by teaching its principles in the unique gurukula tradition. The traditional practitioners of Ayurveda considered Ashtangahridaya as a primary text. Several commentaries were written by experts here. More importantly, new texts were written in Kerala both in Malayalam and Sanskrit. Sahasrayogam, Chikilsamanjari, Vaidyamanorama are just a few examples. These and similar other Kerala texts still remain sources of very useful information on formulation, medicinal plants and therapies. Another very important contribution by Kerala physicians is the continued practice and enrichment of the panchakarma therapy. Even when they became defunct in the rest of the country due to sociopolitical reasons, Kerala retained this therapeutic wealth in all its pristine essence. Texts were written here on its practical aspects. More importantly, the famous Kerala special therapies were evolved by the practitioners here. They are essentially preparatory in nature.

Dhara, mukkippizhichil, navarakkizhi, etc are typical examples. As the practice of Ayurveda expanded in popular acceptance in the recent past, these treatment modalities have also become more prevalent. There are several unique herbal formulations described in Kerala texts. Many of them have now received national level acclaim and they are included in the Ayurvedic Formulary of India. One important aspect of Kerala formulations is that the stress is more on herbal components rather than on metals or minerals. There is also the history of Ayurvedic physicians developing some areas of specialisations like pediatrics, ophthalmology, martial therapy, etc. The Ayurvedic manufacturing sector in the state comprises nearly 760 units having GMP Certification (report by Ayurvedic medicine manufacturers Association). Ayurvedic medicines are produced by several thousand companies in India, but most of them are quite small. The total export earnings of the Ayurvedic medicines in 2001-2002 were Rs.750 crores and are expected to increase by Rs.5000 crores by 2006. Medical tourism is a thriving activity in the state with huge employment potential. Creation of an advanced multipurpose analytical testing and standardization laboratories caters to the needs of the Ayurvedic and pharmaceutical industry for meeting international specification.

Under the Ministry of Health & Family Welfare, there is a separate Department of Indian Systems of Medicine & Homeopathy since 1995, which was now been renamed as the Department of Ayurveda, Yoga, Unnani, Siddhaand Homoeopathy (AYUSH). The Department comprises of administrative staff headed by a Secretary and system wise technical officers headed by Advisors. The mandate of the department is to see for overall governance of regulation, development and growth of AYUSH systems in the country and abroad. The department has three subordinate officers and 15 autonomous bodies in the form of research councils,

national institutes, pharmacopeia laboratories, a national level Ayurveda academy and a hospital. The central Department of AYUSH administers the Acts related to regulation of education, practice and drugs of Ayurveda, Sidha, Unani and Homeopathy through concerned state departments.

There has been a constant policy support to traditional medicine in India. However, in order to argument the development of traditional systems of medicine in a systematic manner, the Government of India put in place a seperate National Policy on Indian Systems of Medicine & Homeopathy in the year 2002. The strategies outlined in this policy are in line to that encompassed in the WHO strategy for Traditional Medicine. The major objectives of the national policy for Ayurveda, yoga, Naturopathy, Unani, Siddha and Homeopathy (AYUSH) are : i) To promote holistic health and expand the outreach of healthcare to people through preventive, promotive, mitigate and curative intervention of AYUSH; ii) To ensure affordable AYUSH services & drugs, which are which are safe and Efficacious; iii)To facilitate availability of quality raw drugs, which are authentic and contain essential components as required under pharmacopoeia standards to help improve quality of drugs, for domestic consumption and export; iv)To integrate AYUSH in healthcare delivery system and national health programmers and ensures use of the vast infrastructure of hospitals, dispensaries and physicians; V)To provide full opportunity for the growth and development of AYUSH systems and utilization of the potentiality, strength and revival of their glory.

Apart from Allopathic system, Ayurveda is one of the following systems recognized by the Government: i) Ayurveda ii) Siddha iii)Unani iv)Yoga v) Naturopathy vi)Homoeopathy

Infrastructure
A vast infrastructure of Ayurveda comprising teaching institutions, registered medical practitioners, hospitals & dispensaries and drug manufacturing units is available in the country as under: (a) Registered practitioners : 4,30,890 (b) Total number of Colleges: 221 (c)Admission Capacity per annum for Degree course: 12,000 approx. (d)Postgraduate colleges: 60 (e)Admission Capacity of Postgraduate courses: 1,000 approx. (f)Ayurveda Universities: 2 (g)Licensed Drug Manufacturing Units : 7,778 (h)Hospitals: 2,500 approx. (i)Beds in hospitals: 45,000 approx. (j) Dispensaries : 14000 approx

National Institutes set up by the Central Government

Following National Institutes of Ayurveda are established with the objective to develop them state-of-the-art centers of education, healthcare and research, which in turn could be models to be followed i) National Institute of Ayurveda, Jaipur.

ii) Institute of Postgraduate Training & Research in Ayurveda, at Gujarat Ayurvedic University, Jamnagar iii)National Academy of Ayurveda (Rashrtiya Ayurveda Vidyapeeth), New Delhi. iv) All India Institute of Ayurveda, New Delhi (in the offing)

Regulation of education & Practice

For regulation of education and practice of Ayurveda, Siddha and Unan systems, there is a central regulatory body of statutory nature constituted under a Parliamentary Act called Central Council of Indian Medicine (CCIM). The Council was established under the Indian Medicine Central Council Act, 1970 with the responsibility - (i) to ally down standards of education, syllabi & course curricula, minimum requirements of hospitals, faculties, equipment, clinical exposure and examination pattern; (ii) to ensure adherence to laid down standards of education; (iii) to maintain a Central Register of practitioners; (iv) to recommend to the Central Government to recognition and withdrawal of medical qualifications awarded by universities; and (v) to lay down code of conduct, ethics and etiquette of practitioners.

In November 2003, the Act was amended for checking mushroom growth of substandard colleges and to ensure uniform enforcement of legal provisions for maintenance of educational standards. Now, the Central Government is vested with the powers of granting permission for opening of new colleges, increase of admission capacity and starting of new or higher courses of study.

Courses of Study
Different forms of education & training program ranging from short & midterm to full-fledged bachelor, master and postdoctoral courses are conducted as under at recognized teaching institutions. 1. Degree course 51/2 years (BAMS) 2. Post Graduate degree course 3 years (MD/MS) 3. Post Doctorate course (Ph.D.) Minimum 2 years 4. Short & midterm courses 2 months to 2 years (Certificate and Diploma courses) In India 60% of registered physicians are involved in non allopathic systems of medicines. In addition to the nearly 4 lakh ayurvedic parishioners, there are over 170000 homeopathic physicians; India has about 5 lakh medical doctors (similar to the number in the US but serving nearly 4 times as many people).Reliance on ayurvedic medicines is heavy in certain regions in India, such as Kerala in the South West. Many ayurvedic practioners in small villages are not registered. The manufacture of ayurvedic medicines has been regulated by an Act viz., Drugs and cosmetics Act 1940 in India. The Act has approved only the formulations contained in 55 classical texts. The prominent classical text being following for the preparation of medicines is given in the following table. The total value of production from the entire industry in India is estimated to be US$ 1 Billion in a year. The industry has been dominated by less than 10 companies for decades. Now they have been joined by some new companies and because of these nearly 30 companies are doing around US$ 1 million per year. The items included in the list are broadly classified which include cosmetics and toiletries also.

The ayurvedic industry is now broadly classified as FMCG (fast moving consumer goods) and TSM (Traditional System of Medicines. The Kerala along with Sitaram ,Kottakkal Aryavaidyasala, Oushadi, Aryavaidya Pharmacy etc. mainly dealing in TSM Products. Product sell by using aggressive marketing techniques. The total market for herbal products, ayurvedic medicines are also part of it, is estimated to about US$ 62 Billion. Out of which Indias contribution is merely 2%. The expectations that by the year 2010, the world market for herbal products would be US$ 2500 billion. All efforts are being taken at all levels to increase the export potential of herbal products by India to Rs. 3000 crores by 2006 and Rs. 10000 crores by 2010 (the export of the year 2002 only Rs. 500 crores). A gift from Sitaram to the Nation for the Millennium is its new Manufacturing Facility Constructed to follow the GMP (Good Manufacturing Practice) in the production of Ayurvedic Medicines as per the Notification of Ministry of Health & Family Welfare, Govt. of India, and New Delhi, dated 23rd June 2000. The factory has incorporated all the guidelines stipulated by World Health Organisation (WHO) to produce quality herbal medicines. As this facility can be compared with any modern drug manufacturing unit in the western world. Sitaram Ayurveda Pharmacy Ltd has now received the First GMP Certificate Vide Order No. ML4 08534/2000/DC GMP No.1/2000/DC.KERALA. Dated 12th July 2000.

Reference
o Aaker, (1991) .Brand Equity Investment really Worthwhile. Advertising Age 65(30):18. o Aaker,(1996).Measuring Brand Equity across Product and Markets. California Management review, Vol. 38No. 3,pp. 102-20. o Blumenthal, D. and Bergstrom A.J(2003). Brand Councils that Care: Towards the Convergence of Branding and Corporate Social Responsibility. Brand Management 10(4\5):327-341. o Cavero and Cedollada, (1997).Brand Choice and Marketing Strategy: An application to the market of laundry detergent for delicate clothes in Spain. Journal of international consumer. o Chieng Fayrene ,Y.L and Goi Chai Lee(2011). Customer- Based Brand Loyalty.Journal of Art, Science and Commerce, Curtin University of Technology, Malaysia, vol 2 Issue 1 January 2011. o Hoffler and Keller (2002). Building Brand equity through Corporate Societal Marketing. Journal of public policy and marketing.21 (1), 7889. o Kambiz Heidarzadeh Hanzaee and Hamid Saeedi(2011) . A Model of Destination Branding for Isfahan City, Interdisciplinary journal of research in business, vol.1,Issue 4,pp.12-28. o Kan, W.H. (2002).The Study of Relation between Product Value, Brand Trust, Brand Affect and Brand Loyalty. Unpublished master thesis, Tamkang University, Taiwan. o Keller (1998). The Effects of Brand Name Suggestiveness on advertising Recall;Journal of marketing, 62(10), 48-57. o Kellr K.L. (2003) Strategic Brand Management. 2nd edition. Upper saddle river, NJ: Prentice Hall.

o Klooster, E.(2004.Exploring Destination Brand Communities: A Business Model for Collaboration in the Extremely Fragmented Tourism. industry paper presented at the 17th Bled eCommerce conference, Bled. o Kotler and Armstrong(2004). Principles of Marketing. New jersey: Prentice Hall. o Kotler, Philip and Keller Kevin L(2006) Marketing Management. 12th edition. Upper saddle River, NJ: Prentice Hall.188. o Macdonald and Sharp E K and sharp(2000).Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A replication .journal of business research ,48,5-15. o Nazia Yaseen, Mariam Tahira, Amir Gulzar and Ayesha Anwar(2011) Impact of Brand Awareness , Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention. Interdisciplinary journal of contemporary research in business, vol.3,No.8 December 2011. o Neal and Strauss (2005) . A Frame Work for Measuring and Managing Brand Equity,7-12 . o Parasuraman, A. and Grewal, D (2000).The Impact of Technology on the Quality Value-Loyalty chain: A research agenda. Journal of the academy of marketing science, 28(1), 168-174. o Pike,S. 2004.Destination Marketing Organisation. London:Elsevier o Subhani M.I and Amber Osman(2011), A Study on Association between Brand Awareness and Consumer Brand Loyalty for the packed milk industry in Pakistan.. south Asian journal of Management science. Vol.5, no.1 (spring 2011) 11-23. o Thakor, M.V. and Kohli chiranjeev S.(2003) Effect of Brand Origin Perceived Association on consumer Perceptions of Quality. Journal of product and Brand Management 12(6):394-407

o Veryzer

and

Hutchinson

(1998).The Influence of Unity and

Prototypicality on Aesthetic Responses to New Product Designs, journal of consumer research, 24, 374-39.

CHAPTER 3 INDUSTRY PROFILE

SITARAM -INDUSTRY TODAY

In 1970, the Indian Medical Central Council Act was passed to standardise qualifications for Ayurveda and provide accredited institutions for its study and research. Today, more than a hundred colleges around the country offer degree programs in traditional Ayurvedic medicines.The state-sponsored Central Council for Research in Ayurveda and Siddha (CCRAS) is the primary institution for traditional medicine in India and has conducted studies on ayurvedic elixirs, ingredients and results. Within India, such traditional, over-thecounter remedies remain the most popular, accounting for almost 70% of medicinal products sold in the country, with 30% being prescription drugs. The herbal and ayurvedic market in India is predicted to continue to grow at a rate of 12 to 15% per year. There are a lot of ayurvedic medicinal units prevailing in Kerala. SITARAM AYURVEDA PHARMACY LTD is one of the major unit among them

Origin
SAPL was started in 1921 under the instructions of Maha Raja of EAST WHILE COCHI H.H. RAMAVARMA. SAPL has completed 86 years of manufacturing and distribution of quality ayurvedic medicine sat competitive and affordable prices to the customers. Considering the increased demand for the ayurvedic medicines and facilities of treatment and in tune with the traditional interest, SAPL has taken up

developing Ayurveda. The House of Sitaram is synonymous with Ayurvedic healing and caring and path breaking new medicines with their R & D, it will not be an overstatement to name them as pioneers. This eminent institution is run by an entrepreneurial group of doctors. Their able guidance and visionary outlook has given this institution a prominent position in Ayurvedic research.

SAPL has started a high-tech specially ayurvedic hospital with GCP constitutions, co-ordination departments like general medicines,

pediatrics, ophthalmology, ENT, surgery, toxicology etc and giving prime importance for panchakarma, treatment for infertility and physiotherapy etc at TRICHUR. Themeteoric rise of SAPL is attributed to application of most modern technique a in the production process introduction of stringent quality control measures, employment of technically competent professionals and excellent organisational set up. SAPL has bagged 6 different awards in national and international levels so far. The company is exporting its products to Russia, Germany, Australia and Middle East countries. Sitaram Ayurveda Pharmacy is considered among the oldest Ayurvedic institutes in Kerala. Its history dates back to 1921, when the company started with the blessings of Maharaja of erstwhile Kochi princely state, Rama Varma. The company was originally registered in the name of SITARAM ANGLO AYURVEDA PHARMACY ltd. the name was changed as SITARAM

AYURVEDA PHARMANCY LTD (SAPL) in 1994. Sitaram Ayurveda Pharmacy Ltd is an Ayurvedic company which manufactures medicines in Thrissur, Kerala state. It is also the first

joint stock company in entire South India. It is the first Ayurvedic company in India to get Good Manufacturing Practice (GMP) Certificate for its production facility in Thrissur. The company has a multi-specialty Ayurvedic hospital, which has the facilities to practice all the eight branches (Ashtanga) of Ayurveda as described in Ashtangahridayam. Sitaram Ayurveda laboratory also observes strict in house standards to ensure highest quality in medicines. The laboratory has got recognition from Kerala and India Government Agencies. Sitaram is constructing a 100 bedded Rs10 crore invested eight storied super specialty hospital in the Thrissur, envisaged as the first of its kind Ayurveda super specialty hospital in the country. The factory is operated in conformity with the guidelines of World Health Organisation to produce quality herbal medicines. This facility can be compared with any modern drug manufacturing facility recognized for ISO 9001 - 2000 in south INDIA. At SAPL right from the primary phase of collection of raw material to the final phase of bottling, labeling, marketing etc. each step in the drug manufacturing process is being subjected to strict quality control. Many of the wonder drugs and effective and inexpensive traditional medicines remained a family secret, and they vanished when these where not passed on to anyone in the family. At the same information available were restricted to the ancient ayurvedic texts. SAPL has developed a modern laboratory having quality control section and R & D section with several sophisticated instruments and highly competent personnel. All the raw material and finished goods undergo strict quality control test. R & D group is engaged is continuous experiments for the improvement of process and the developing of new products. SAPL is now

manufacturing and marketing more than 40 patented products, developed in its laboratory.

The

emblem

of

Sitaram

Ayurveda

Pharmacy

Ltd

ASHTADALAM is a symbolic expression of their vision; Kaya (general medicine), Bala Udyana (gynecology & pediatrics), Grita Shalya and (surgeon), Vrishna

(manacika),

(ENT

&dentistry), Jena

Agathathondru (rejuvenation)

(toxicology),

(genetics)

Scientific comprehension of Ayurvedic information and scientific methods of preparing medicines is the main points about Sitaram Ayurveda laboratory. The laboratory has got recognition from Kerala and India Government Agencies. The production also observes strict in house standards to ensure highest quality in medicines.They have over 450 medicines; 25 of them are patented medicines.

Mission
To provide quality products at best and suitable prices Like every business concerns profit motive is the objective

of the company Expansion of business To launch processed products

Vision
SAPL have always been striving to provide their customers with the products that help they live a healthy life ranging from KASHAYA

& ARISHTAM to available at affording prices.Sitaram is committed to other total health care solution to its customers Implementation of modern techniques in the production

programmes, introduction of stringent quality control measures, with out deviating from old sastric methods of production employment of technically competent professionals, excellent organisational setup for efficient management, devoted workforce, and support from the Physicians. The vision and the dynamic leadership of Dr. D.

Ramanathan, Chief physician and Managing Director is steering the unit towards greater heights. The unstinted support from the members of Director board and the advice from the expert management committee enable him to guide the unit in the proper direction.

Objectives of the company

Objectives may be defined as the guidelines that helps in the smooth flow of the work in an organisation. Main objective of Sitaram Ayurveda Pharmacy Ltd is to provide quality ayurvedic medicines with less cost. The other objectives are: It carry the business of manufacturing, processing formulating, preparing, supplying, distributing, purchasing, selling, exporting, importing or otherwise dealing in Ayurvedic medicines, drugs, herbal extractions compound solution , pharmaceuticals toiletries, cosmetics products like shampoo hair oils etc.

To establish Research and Development Centre, libraries and to promote educational institutions for the development of Ayurvedic science. To create a good relation with customers To deal and trade all raw materials used for the production To manufacture and deal in all kinds of vetenary products To ensure fair compensation to employees To create complaint free product To provide a good working condition To give opportunity to the employees

Speciality
Sitaram Ayurveda Pharmacy has state of the art distillation system for manufacturing aasav and arishtas (medicated alcohols) and liquid medicines they have their own pharmacopeia to that they created the unique medicines which are greatly compactable to ayurvedic theme of medicines.

PROFILE
Name of the company LTD Registered Office Factory : Veliyannur, Trichur - 680 001, Kerala : III/475 A, Gandhi Nagar Road Nedupuzha. P.O., Trichur, Kerala Specialty Hospitals : Veliyannur Road, Trichur, Masjid Road Ernakulum State of Registration Type of Industry Business : KERALA : Ayurveda Industry : Manufacturing of Ayurveda medicines : SITARAMAYURVEDA PHARMACY

Auditors

: M/S Vasu & Sivaram Chartered Accountants Pazhanakkavu, Trichur

Bankers

: South Indian Bank State Bank of India Small Industries Bank of India

Authorized Capital
Unless otherwise determine by the articles the authorized share capital of the company is Rs. 6 laces, divided into 60,000 equity shares of Rs. 10 each with powrs to increase or decrease the same, in accordance with the section 94 and 100 are other provisions of the companies act 1956.

Board of Directors
Board of directors controls the day to day affairs of the company. Directors meeting conducted weekly. There are 7 directors. Among these one will be the chairman and one becomes managing director. Remaining will be other

Managing Directors Executive directors Chairman Other Directors

: Dr. D. Ramanandan : Mr. Ramadurai Adv:D.Meenakshi Sundaram : Mr. T.K.G. Nayar : Dr. K.V Shanmughadas Dr. Vignesh Devaraj Smt. Valli Ramanathan

ORGANISATIONAL CHART Managing Director General Manager

Production Manger Purchase Manager

Finance QC Manager Marketing Manager Export Manager

Factory Manager

Manager Chemist Accounts Staff

Assistant Manager

Technical Assistant Supervisor

Supervisor Workers

Workers Regional Manager Marketing Coordinator

Sales Staff

Office Superintend

Clerical Staff

DEPARTMENTS
Sitaram Ayurveda Pharmacy Private Limited has the effort of a lot of efficient departments behind its success in the Ayurveda field. The main departments of SAPL are:
PURCHASE DEPARTMENT PRODUCTION DEPARTMENT QUALITY CONTROL DEPARTMENT FINANCE DEPARTMENT MARKETING DEPARTMENT

Purchase Department

Purchasing is the most important function of materials management. If the size of a business concern permits there should be a separate purchasing department and the responsibility of purchasing all type of materials should be entrusted to the purchases department. Purchase department plays an important role in the smooth functioning of business. For efficient performance of this department the purchase manager will ensure the following. Price paid for raw material is reasonable To purchase good quality raw material Purchase are made after inviting the tender Accept the quotation from supplier who supplies raw materials at cheap rate Providing vendor supply Production Department Production means creation of utilities and it covers all the activities of procurement, allusion and utilization of resources such as labor energy, material equipments etc, for purchasing goods. Production management is the process of effectively planning programming, coordinating and controlling production operations of an enterprise which is responsible for actual transformation of material to finished goods.

He is responsible for: Planning scheduling bulk production of the products Procurement, preservation and issuing of raw materials. Evaluation of raw material suppliers for inclusion in the approved list Ensure that only those products passed after quality control test released for further test Controlling non-confirming products including reprocess requirement Training for personals working under his control Enforcing code of conduct and GMP for those working under his control Control of records relating to production & raw material procurement. Initiation of recruitment procedure for his staff Enforcing discipline for safe working & work environment. Quality control Department Quality assurance department has the primary aim of customer satisfaction. Hence its prime duty is to ensure that any customer complaint (which is actually customer feedback) should be taken seriously and it should be communicated to all concerned. Problem solving tools are employed to ensure that the problem is solved and error proofing methods are adopted to ensure that such problems dont occur again. Quality department checks whether the process is carried out in concurrence with the laid down specifications and the basic standard practice. The inferences are record and follow-up action is initiated where ever any abnormality is found. He is responsible for: To control all inspections and test activities To ensure accuracy, fitness for use & legitimacy of the use of all the test equipments. To ensure availability of chemical and consumables required for testing.

 To ensure of test as per procedures established To control and maintain all the test records & samples of approved finished goods. Quality policy Sitaram Ayurveda Pharmacy Ltd owes to create a strong and everlasting hand with the consumers by providing superior and highest possible quality products which will delight the consumers by delivering greater value for the money spent by them. Through preparation, communication, employee participation and continuous improvement in its working system, Sitaram is aims to achieve zero complaint situations relating to the quality and delivery of the products to the market.

Finance Department
Finance is the life blood of business. Without proper utilization of finance there will be total confusion and the company will be at loss. So the finance department has to do the functions of the planning, controlling and allocating funds in a very thoughtful way. The finance department consists of finance manager, internal auditory and assistant manager. The functions of accounting costing, auditing, pay and allowances, payment arrangements of plant and machinery and raw materials are dealt with accounts department. The finance manager deals with all the payment of taxes like central sales tax, income tax, exercise duty etc. All the activities related to Govt. And bank is done by accounts department. Preparation of financial statements is the responsibility of the top management as these statements are used by investor and financial analyst to examine the firms performance in order to make an investment decisions. Two basic financial statements are prepared for the purpose of external reporting to owners, investors and creditors, they are

 Balance sheet Profit and Loss Account He is responsible for: Maintaining accounts of all business transactions Cash balancing Projecting cash flow requirement Remitting taxes & duties collected to concerned authority Maintaining register of assets.

Marketing Department
On SAPL includes lot of these types of employees to promote the products. Advertising, sales promoters store come under the marketing department. Marketing department of SAPL consist marketing manager, deputy sales manager, branch manager, field operation etc. Marketing function starts from the production and ends with sale. But in wider sense, marketing begins and ends with the customers. Sitar am is the market leader in the ayurvedic industry. Marketing department is headed by marketing manager, Deputy sales manager; branch managers, regional sales manager, area sales manager etc provide help to marketing manager to perform his function in an effective way. Branch doctor and other branch managers come under branch manager. Deputy sales manager, regional sales manager, area sales manager, sales executives and sales representatives come under marketing manager. A short term demand forecast for a period of three months is prepared by the sales manager on the basis of past sales and present economic conditions. Medicines are produced according to this. There is a store in marketing department. They are formed for the arrival of the finished goods from production department on a daily basis and in turn arranges for the

execution of pending orders, store planning etc. Monthly marketing requirement is forwarded to the store keeper. The company follows dual pricing policy. Normally price revision for the public is done within two to three years. Price charged to government is 30% lesser than the price charged to the public. Price list for the government and public are prepared as per the government regulations.

The store comes under marketing department. They are informed about the arrival of the finished goods from production department on a daily basis, and it turn arranges for the execution of pending orders, store planning etc. The monthly requirement furnished by marketing department is forwarded to the stores and the store keeper informs the receipts of materials against the requirement of marketing department. He is responsible for: Training motivating and supervision of sales representatives. Field works in selective manner & intensive field work. Combined field work with sales representative at least once in a month. Monitoring field work of sales representatives Evaluating daily reports of his region. Weekly reporting to MD through marketing service manager Ensure regular cash flow Assisting marketing service manager to prepare annual, quarterly sales reports Appointment of new agencies Visit branches with a region Providing feedback for introduction of new product in the market.

Reasearch and Development Department

New product design and development is more often than not a crucial factor in the survival of a company. In an industry that is changing fast, firms must continually revise their design and range of products. This is necessary due to continuous technology change and development as well as other competitors and the changing preference of customers. Without an R&D program, the firm must rely on strategic alliances, acquisitions, and networks to tap into the innovations of others. This function is concerned with new product developments as well as improvements to existing products or product lines. In many industries, it also involves product design as well. Improvements to existing products are often ongoing as a result of market research or customer feedback. R & D staff aim to work with designers to develop a usable product that can be manufactured at a reasonable cost, sold at a competitive price and is safe to use. Sitaram Ayurveda Pharmacy Ltd is committed to provide quality products to consumer. As a part of this strategy, Research and Development Department has been entrusted with checking the quality of samples from production. This facility has the latest technology with experienced doctor at command. All kinds of research and development take place in this department. Lab assistants conduct research for the new products and consult with their managers. The research is found successful when it goes under testing. This department is headed by research and development manager. He possesses certain scientific

qualifications. Research doctor and workers assist him.

Functions of the R&D department The main functions are; 1. Researches for and development of new products 2. Product maintenance and enhancement 3. Quality and regulatory compliance 4. Analyzing market conditions 5. Ensuring that whether the proposed project will suit company 6. Dealing with customers complaints

Export Manager
Export manager is responsible for: Dealing with foreign customers including seeking & accepting export orders. Arranging shipments against export orders. Control of personal entrusted with responsibilities of preservation of finished goods. General administration Liaison with statutory agencies including renewal of permits & license Monitor complaints of all statutory requirements & control such records House keeping & sanitation authority Issue product information to overseas customers. Send quotations to oversees customers & follow - up.

Dispatch Department
The department which deals with packing and sending of goods to customers. All products produced by the company have to be dispatched properly. Dispatch department manage this functions effectively. Dispatch Department deals with the packing and dispatching of the products as per the production orders received from the concerned agencies. This department deals only with the finished products. Dispatch officer and his subordinates are engaged in the distribution of finished products to the distributors. Before dispatching, he has to check many things like packing, labeling, safety etc. Since the company has distributors in many countries, proper care should be given regarding this.

Duties of dispatch department checking finished goods before sending to markets Ensuring packing of goods Preparing goods for transportation. Preparing reports regarding finished goods and submitting as and when required.

Products\ Services
Sitaram is producing number of ayurvedic medicines. It range will go up to more than 600. Sitaram medicines are known for their quality.

A. The Main Product Range Asavas/Arishtas: - Asavas and arishtas are integral part of Kashaya kalpanas. They belong to Sandhana Kalpana. The medicines prepared in

shrutha kashayadravya is called arishtas and that prepared in bilied and cooled, pure water is called asavas.The essence of the medicines is dissolved into the self generated sura to make an effective medicine. Some of Asavas and Aristas are given below:Abhayarishtam, asokarishtam, amruthartishtam, balarishtam, aravindasavam, arjunarishtam, chandanasavam, dhanawantharishtam,

dasamoolarishtam, gulguluasavam, kanakasava etc.

Medicated Oils - The medicated oils will act according to the properties of integridents incorporated in each preparation. Usually, the medicated oils are for external application and message. They are of different types:Aditya pakathailam, amruthadithailam, amuthailam, asaneladi thailam, balahatadi thailam,, chandandi thailam, balathailam, chinchadi thailam, thekaarajathailam, sahacharadi thailam. Ghuthams (mediated ghees) - Ghruthams are combination facts and aqueous extract of medicinal plants.The medicinal active principles are normally soluble in facts and hence transferred in to ghees. They are again divided in to several types as follows:Amruthaprasam ghrutham, asokaghrutham, brahmi ghrutham, dadimadi ghrutha, jathyadi ghrutham, kalyanaka ghrutham, panchagavya ghrutham, sukumaram ghrutham, vrusha ghrutha, Kwadhas (concentrated decotions) :- In ayurvedic system of treatment kwadhas are the important basic ingredient which is used as such or used in the preparations of arishtams,thailams, kuzhambus,lehas and gulikas. Sitaram has an impressive list of almost all the kwadhas as manufactured by them. Amruthotharam kwadham, ashtavargam kwadham, brihathyadi kashayam, chitakadi kashayam, dasamoolam kwadham, elekanadi kwadham, karappan kwadham.

 Tablets - All ingredients of tablets are to be scientifically purified prior to mixing. The product is shaped and dried up in shadows as direct sunlight is not advisable. They are:-

Ashtakshari tablet, Chanheradi tablet, eladi tablet, goodchandi tablet, karutha gulika, navayasam tablet.

Choornams (medicinal powders) - The choornas may be of a single drug, or a combination of 3 or more drugs, they are:Avipathi choornam, ashta choornam, eladi choornam, nasika choornam, rasnadi choornam. Kuzhambu - These are prepared exclusively for complaints in eyes.These medicines are use to infections in the eye as well as a preventive measure to guard against infections.They are:Elaneer kuzhambu, karpooradi kuzhambu, narayanamrutham kuzhambu

Powders of Kwadha (kashayas) - In preparation of choornas, ie the powdered medicinal herbs of all the kwadhas indicated in our list by scientific metjos there by enabling our customers to prepare the kwadhas at their residence as and when needed.

Bhasmaksharas - The only bhasmam and ksharam are given below:Aviltholadi bhasmam, kalyana ksharam]

Kriya Krams - Lasunaksherram, Pacchakizi, navarakkizhi, Pichu, nasyam

B. SITARAM SPECIALITY PRODUCTS

Take care: the Energy Supplement : A preparation bottled to provide you that extra punch you need in life. Energy being required by all age groups and having no gender bias, this product can be taken by all people. This product is beneficial for ones general good health and its great taste will appeal very much to the children. Aller G : This chewable tablets guard you against allergic cough; sneezing; running nose; pollen allergy; dust allergy etc. It has not side effect like sedation. By cough : This cough syrup containing 21 herb extracts; protects one from various irritating coughs like; smokers cough; productive cough; dry cough to nigh cough. With no side effects like sedation; this provides instant relief. My Man: This herbal product gives one the right kind of power from the lnside in this strenuous world; performance gets affected in all areas of life. This product assures the user adequate power to satisfy his woman. Being herbal; the side effect profile too is negligible. Stoma Cool: This antacid tablet prevents the gastric irritation, burning sensation, stomach irritation, by offering excellent comfort in way of cooling your stomach and chest. Release: Thus preparation closly follows the text and authentically offers your body a painless state. This smoothing balm preparation is excellent to release your pains from your body. Herba Cals: This sweet herbal calcium candy is meant to rectify the calcium deficiency in children and women. The sweet taste makes this a favourite of children. An added advantage is that, being herbal; it is ensured that regular usage of this does not result in kidney bladder stone, unlike other calcium tablets. Narasimham Oil: This oil is the one and only solution to ones hair problems. This is prescribed in the ayurvedic text Ashtanga hriday.

This oil is an excellent remedy for hair loss, graying of hair and brittleness etc. Narasimham Tablet: This enigmatic tablet provides one with the strength of a buffalo, as declared in the ayurvedic text Ashtanga hriday.

C. PATENTED AYURVEDIC PRODUCTS DEVELOPED BY R & D Allerkhand Tablet: To fight against all infections. Effective in
all skin diseases, nasal/head diseases. Ashtra Plus : Highly invigorating medicine for males. Effective in male infertility, fatigue, lack of vigor, vitality, sperm count and mobility of sperms. Dasamool Cough Syrup P: A natural expectorant, Swasagora, Kasa soola, parsive soola, prashta soola, kshovha thirka soola and jawaea. Ksheeraguluchi Aavarthi : All kinds of vatha raktha vikaras, vatha pitha vikaras. Nilstone tablet : It is highly diuretic, asmari, moorhrakucharam Psora specially eczema, skin diseases due to poison, sneezing, running nose, irritation of nose and other

Herb Oil :Recommended in complaints of all skin

diseases, particularly psoriasis, itching, scaling of skin. Osteon C.G. Tablet : For all inflammatory conditions. All kinds of vatarktha, other rheumatic complaints, pain in joints etc. Seurf Herbal Oil : Advised in problems of dandruff, itches, baldness, falling of hair, seborroehae, flextural dermatitis, scaling, nasal complaints like sinuitis, head ache etc.

 Sitaram Hairtone : It cures headache, eye diseases, dandruff and all kinds of vatha, pitha and kapha vikaras, stimulate hair growth. Sitaram Thengin Pookula Lehyam : The ideal medicine to be taken for body care in post natal period. Highly effective in back aches, and also help to keep body healthy and beautiful.

D.FEATURED PRODUCTS AND SERVICES

A.P HAR TABLET- Amla Pitha Dosha Reliever ANTUSSIN CAPSULE - Cough Relief in Capsule ASTHRA PLUS -Effective in male fertility, fatigue lack of vigor and vitality. C.H QUATH -A Natural health supplement. The age old chyavanaprasam in kashayam form CARDIOCALM Cardiocalm is effective in hypertension & related complaints.

Beneficial in constipation, anuresis and peripheral Oedema. GLYCOHAR PLUS For effective management of NIDDM HINGUVACHADI TABLET Effectively relieves complaints of indigestion, constipation. OSTEON. CG

Osteon C.G is effective in osteoporosis & arthritis. Provides mobility in rheumatic conditions. Rich in calcium source PSORA HERB OIL Non steroidal herbal preparation for toxical use clears skin patches.Psora Herb Oil restores original skin texture. Devoid of itching & scaling S.T.POWDER Safest laxative. Effective in habitual constipation. Especially for cardiac patients. Effective in ophthalmology related ailments. Beneficial for piles patients. RAKTHAMRUTH Rakthamruth is ideal haematinic for all age groups. Haematinic tonic, increase H.B Count. Rich in iron source. Blood purifier and detox agent. SOMNA SAP Restores tranquilty.Anti stress effect and anti lethargic effect. Effectively relieves anxiety. Safe for long term use.Somna sap ensures sound sleep. THRIPHALANNABHEDI TABLET T.A.tab is effective in anemic condition. Devoid of side effects like gastric irritation and constipation. Beneficial for both young & old.

Sitaram Specialty Hospital

The multi bed hospital is specializing in the pancha karma therapy. The hospital is first of its kind to couple physiotherapy with ayurvedic

treatments. It houses its own yoga centre. Patients from all over the world visit Sitaram regularly for its renowned treatments in all the departments of medicine.Sitaram has florished mainly because of the mouth to mouth publicity of its faithful patients who has been cured mentally ,physically and emotionally by the panel of experienced doctores. All the doctors have more than 30 years of experience. Sitaram Ayurveda hospital specialize in the treatment of

"Thalaneerirakam" ,"Sthree rogangal" , depression, "asthitheymanam", etc. The Hospital conducts every second saturday , a medical camp in which famous child specialist of kerala is attending to the children. It is the motto of the hospital to conduct free medical camp on all the medically important days like diabetic day,heart day etc. and on National Holidays like Republic day ,Independance day etc.

The Hospital became the role model in the treatment of mentally retarded children by successfully conducting camps aimed at children of special needs.

Sitaram Foundation
The charitable trust of Sitaram Group is known as SITARAM RESEARCH FOUNDATION (SRF) which is having a registered head office at Door.No.XXV/395/39B, IVth floor, Pathayappura, Round south, Thrissur-680001.The trust is having an expanded area of operations all over the world.The main objectives of the trust are based on Charity, Health and education. The trust is created for the upliftment of Ayurveda, Yoga and other traditional complementary medicines

(TCM).It is trying to propagate and promote authentic Ayurveda and its branches and all allied sciences globally. The trust aims on research in Ayurveda related to the diseases such as Diabetes(prameha) , blood pressure, hypertension, hypotension, rheumatoid arthritis(amavatham) , vatharaktham , asthma(thamaka swasam) , infertility (anapathyatha) , life style and degenerative diseases , etc. and it promotes Yoga and other allied activities. The trust also conducts medical camps and several other related charitable activities. The main objective of the trust includes the promotion and propagation of authentic Ayurveda. Research in Ayurveda for its global acceptance and to improve the world health through medicines. Promotion of medicinal plants globally. To educate the people in good and healthy life style for happy, harmonious and healthy living To spread the knowledge of Ayurveda, yoga and other traditional complementary systems through educational institutions, teaching centers, conferences, journals etc. To improve the knowledge data base of Ayurveda, yoga, and other Traditional Complementary Ayurveda, yoga and traditional complementary

Medicines(TCM) To conduct medical camps and related charitable activities for the benefit of the public.To setup educational institutions, medicinal plant gardens, herbarium, to develop tourist spots to educate the science of Ayurveda, clinic, medical institutions and libraries and enter into tie up with similar educational, cultural and social organisation. To provide free medical and professional aid to needy people. To raise funds for the attainment of the objects of the trust by way of donations, subscriptions and collections To accept donations in cash or in kind such as land, building and other immovable, auction able claims over properties, bequeathed

endowments, donations in the nature of Gold, silver or other precious

metals/ornaments.To accept grants, aids and other facilities/rewards from government, or private institutions and private parties on such terms and conditions To set up hostels for boys and girls, homes for senior citizens, homes for the destitute and provide necessary health care.

It shall be lawful and competent for the trustees to give donation to other charitable trusts and other institutions and the trust shall be for the benefit of all persons belonging to whatever community irrespective of cast, creed etc. The trust also aims at an exclusive training mission by launching Sitaram Power coaching which includes both professional and ayurvedic trainings.The objectives of the trust will not include objectives involving the carrying on of any activity for the profit within the meaning of Income Tax Act 1961

Achievements & Awards

The vision and the dynamic leadership of Dr. D. Ramanathan, Chief physician and Managing Director is steering the unit towards greater heights. The unstinted support from the members of Director board and the advice from the expert management committee enable him to guide the unit in the proper direction. A gift from Sitaram to the Nation for the Millennium is its new Manufacturing Facility Constructed to follow the GMP (Good Manufacturing Practice) in the production of Ayurvedic Medicines as per the Notification of Ministry of Health &Family Welfare, Government of India, New Delhi, dated 23rd June 2000. The factory has incorporated all the guidelines stipulated by World Health Organisation (WHO) to produce quality herbal medicines. As this facility can be compared with any modern drug manufacturing unit in the western world. Sitaram

Ayurveda Pharmacy Ltd has now received the First GMP Certificate Vide Order NO:ML4.08534 /2000/ DC GMP.NO:1/2000/DC. KERALA. Dated 12th July 2000. 1. Worlds First Ayurvedic company to be awarded the GMP certification as per the guidelines by the WHO. 2. South Indias First Ayurvedic company to be awarded the ISO 9001:2000 certifications. 3. Recipient - National Award for Best SSI Unit 2005. 4. Recipient - Udyog Rattan award by the Institute of Economic Studies, New Delhi. 5. Central Govt. approved R & D centre 6. Best pharmacy award for Sitaram Ayurveda Speciality Hospital CERTIFICATIONS: World's 1st GMP in Ayurveda First ISO 9001-2000 in South India National Best SSI Award 2005

A gift from Sitaram to the Nation For the Millennium is its new Manufacturing Facility Constructed to follow the GMP {Good Manufacturing Practice} in the production of Ayurvedic Medicines as per the Notification of Ministry of Health &Family Welfare, Govt of India, New Delhi, dated 23rd June 2000. The factory has incorporated all the guidelines stipulated by World Health Organisation {WHO} to produce quality herbal medicines.. Each and every raw material and prepared medicine undergo strict quality control tests at our laboratory. Medicines come out of our factory

for sales only if the tests give utmost satisfaction. At the same time, researches are continuously conducted for new Ayurvedic medical combinations for better results. Unlike modern medicine, scientifically prepared Ayurvedic medicines have no side effects, which is really noteworthy. Dasamool Cough Syrup, Asthra Plus, Triphalannabedi Tablet Allerkhand etc. are the medicines developed by our R & D wing which are highly appreciated and hailed among the medical field and experts. The meteoric rise of SITARAM is attributed to the following: Implementation of modern techniques in the production programmes, introduction of stringent quality control measures, without deviating from old sastric methods of production employment of technically competent professionals, excellent organisational setup for efficient management, devoted workforce, and support from the Physicians.

CHAPTER - 4 DATA ANLYSIS AND INTERPRETATION

DATA ANLYSIS AND INTERPRETATION

Brand

awareness

and

effectiveness

of

Sitaram

Ayurvedic

product\services are analysed and interpreted in this chapter. In the present study, data are collected from 50 customers using products and services of Sitaram limited with the help of questionnaire, specially developed for this study. Out of this 50 respondents , 32 were male and 18 were female. Following tables shown the classification of male and female customers on the basis of age, area of residence, marital satus, qualification and monthly income.

I. Socio-Economic Profile of Respondents

Age
The customers covered under the study were classified in to 6. The categories to which they belong are below 20, 20-30, 30-40, 40-50, 50-60 and above 60. Table 4.1 present age wise classification. The analysis of table reveals that customer belonging to the age group below 20 include only one male respondent. At the same time 20-30 age group shows 11 customers, among them 64percent are male and 36.36percent of female. Those whose belong to the age group of 30-40 are 9 customer, consist 66.67 percent of male and 33.33 percent of female. In the case of 40-80 age group, 70.59 percent male and 29.41percent female represent out of 17 customers. The age group 50-60 consist of 9 customers, out of this 44.44 percent and 55.6 percent male and female respectively. The last age group is above 60, covers only 3 customers, they represent 6.67percent male and 33.37percent

female. Thus, the majority of the customers covered in this study are in the age group of 40-50.

Table 4.1 Age wise classification

Age Below 20 20-30 30-40 40-50 50-60 Above 60 Total Male 1 (100) 7 (63.64) 6 (66.67) 12 (70.59) 4 (44.40) 2 (66.67) 32 (64) Gender Female 4 (36.36) 3 (33.33) 5 (29.41) 5 (55.60) 1 (33.33) 18 (36) Total 1 (100) 11 (100) 9 (100) 17 (100) 9 (100) 3 (100) 50 (100)

(Figure in brackets denote percentage to total) source: Field Survey

Figure 4.1

1% 10% 9% 47% 16% Below 20 20-30 30-40 40-50 9% 8% 50-60 Above60

Area of Residence On the basis of area of residence, customers are grouped in to three categorised via, urban, semi-urban and rural. Table 4.2 depicts locality wise classification. From the table it can be observed that there are 12 customers in the group of rural area; of which 75 percent are male and 25 percent are female. The next group in the locality wise classification is semi-urban, among this group male and female represent 60.6 percent and 36.4percen of total 33 customers. There are 5 numbers of customer in the last group-urban area. Those who belong to this group contain 60 percent male and female respondents. Thus the largest group is in semi-urban area and smallest rural area. Urban area group stands in between them. Table 4.2 Area wise classification of Respondents
Locality Urban Male 9 (75) 20 (60.6) 3 (60) 32 (64) Gender Female 3 (25) 13 (36.4) 2 (40) 18 (36) Total 12 (100) 33 (100) 5 (100) 50 (100)

Semi-urban

Rural

Total

(Figure in brackets denote percentage to total)

source: Field Survey

Figure 4.2

10%

24% Locality urban semi-urban

66%

rural

Educational Qualification of respondents.

Education that acquires a person to make better choices with confidence is a very important . Factors to be anakysed are of6 groups - High School, Plus Two/PDC, Diploma Technical, Graduation, Post-Graduation and others. They are described in table 4.3. In table 4.3, it is revealed that 10 customers have high school qualification out of which 70 percent are male and 30 percent are female. Second category is Plus Two/PDC total number of customers in this group is 13, among these male and female are 61.54 percent and 38.46percent respectively. There are 8 customers in the category of Diploma/Technical, those who belong to this group contain 75percent male and 25 percent female. 11 customers belong to the graduation group; it consist of 63.64 percent f male and 36.36 percent of female respondents. At the same the category. Post-graduation group consist of 5 respondents among them 60 percent are male and 40 percent are female. Last category is others group; there is only 3 customers out of which male and female are 33.33 percent and 66.67percent respectively. In this classification Plus Two/ PDC customers are more and the smallest group is others.

Table- 4.3 Educational Qualification wise classification of Respondents

Educational Qualification Gender Male 7 (70) 8 (61.54) 6 (75) 7 (63.64) 3 (60) 1 (33.33) Total 32 (64) Female 3 (30) 5 (38.46) 2 (25) 4 (36.36) 2 (40) 2 (66.67) 18 (36) 10 (100) 13 (100) 13 (100) 8 (100) 11 (100) 3 (100) 50 (100) Total

High school Plus Two\PDC Diploma\Technical Graduation Post graduation Others

(Figure in brackets denote percentage to total) source: Field Survey

Figure 4.3
6%

10% 22%

20%

High school Plue two\ PDC Diploma Technical 26% Graduation Post graduation Others

16%

Marital Status
As marital status of the customers too effects the buying behavior of the customers a lot. Depending upon customers purchase intensity, the brand loyalty of the product\ services increases.In the table 4.4, among 50 customers, 80percent were married and 20pecent were single.

Table 4.4 Marital Status

Status Gender Total

Male
Single Married Total 4 (40) 28 (70) 32 (100)

Female 6 (60) 12 (30) 18 (100) 10 (100) 40 (100) 50 (100)

Figure 4.4

20%

status Single 80% Married

Occupation
Occupation is another variable which affect the purchasing behavior of people. In case of occupation wise classification, the categories to which
customers belong to are government employee, private employee Business/Professionals, students and others. They are shown in table 4.5.Table indicates that out of 50 sample, government employees represents 10, out of this 60 percent are male and 40 percent are female. In the case of private employees, male and female represents 55.6 percent and 44.4 percent respectively, of total 9 customers of this category. Third category is Business/Professionals category contains 11 customers, in this case 90.9 percent are male and 9.1 percent are female. 8 customers are coming under student group, out of this males are 75 percent and female are 25 percent . The rest of the 12 customers belong to others category among them, 41.7 percent and 58.3 percent denote the male and female respectively. In short others groups are more. Business/Professionals comes nearest to them.

Table- 4.5 Occupation wise classification of respondents

Occupation
Male Govt. Employee Private. Employee Business/ Professionals Students Others 6 (60) 5 (55.6) 5 (41.7) 6 (75) Gender Female 4 (40) 4 (44.4) 7 (58.3) 2 (25) 10 (100) 9 (100) 12 (100) 8 (100) 11 (100) 50 (100) Total

10 (90.9)
Total 32 (64)

1 (9.10)
18 (36)

(Figure in brackets denote percentage to total) source: Field Survey

Figure 4.5

22%

20%

Government Employee Private Employee 18%

16% 24%

Business\ profession Student Others

Income wise classification

Table- 4.6 Income level of respondents

Monthly Income (Rs.) Below 10,000 10,000-15,000 15,000-20,000 20,000-25,000 Above 25,000
Total Gender Male Female Total

5 (55.4) 4 (44.4) 7 (63.64) 8 (61.54) 8 (100)

32 (64)

4 (44.4) 5 (55.5) 4 (36.36) 5 (38.46)

9 (100) 9 (100) 11 (100) 13 (100) 8 (100)

18 (36)

50 (100)

(Figure in brackets denote percentage to total) source: Field Survey

Figure 4.6

16%

18% 18%

Below Rs10000 10000-15000 15000-20000

26% 22%

20000-25000 Above 25000

Income is an important variable that also influence the purchase decision.Classification of customers based on monthly income involves 5
categories. They are below Rs. 10000, Rs. 10000-Rs. 15000, Rs. 15000-Rs. 20000, Rs. 20000-Rs. 25000 and above 25000 Table 4.6 depicts the income wise classification. It can be seen that in the case of below 10000 category, out of 9 customers, male and female are 55.6 percent and 44.4 percent respectively. In the next category of Rs. 10000- Rs. 15000, there are 9 customers, out of which 44.4 percent are male and 55.6 percent are female. Those who belong to the category of Rs. 15000 - Rs. 20000 are 11 customers among this group male and female representation are 63.64 percent and 36.36 percent. 13 customers comes under the category Rs. 25000 and above consists of only male customers represents cent percent. Thus, majority of customers comes under the income group. Rs. 10000 and below. Next biggest income group are Rs. 15000 - Rs. 20000. .

Usage Pattern Here it is attempted to know the usage pattern of Ayurvedic products\services.The table 4.7 shows the data of regular usage of Ayurveda

products, on the basis of classification almost always, sometimes, almost never often and rarely. The table depicts that 44 percent of them responded as they used it always . 36 percent represent as they sometimes used it, 10 percent are of an opinion of that they used it ofently and the rest 6 percent and 2 percent stated as they rarely and almost never it respectively. From the table it can be found that majority of them used Ayurveda producst \services in their daily life.

Table- 4.7 Usage Pattern

Frequency

Percentage 44 36 10 6 4 100

Almost Always Sometimes Often Rarely Almost never Total

22 18 5 3 2 50
source: Field Survey

Reasons for choosing Ayurveda Products\services Usually people buy a product to satisfy certain demands and meets their specific requirements. This table 4.9 depicts that customers were asked to express the reason for choosing Sitar am Ayurvedic products\services. For this purpose they were asked to rank the given options 1, 2, 3, 4 & 5. For analysis purpose weight age is assigned for each rank namely 5 for 1, 4 for 2, 3 for 3, 2 for 4 and 1 for 5 respectively, the average weighted score is calculated. Based on the average weighted score, rank has given to each of the reasons. From the table 4.8, it can be observed that no side effects score Ist rank (15) the comes effectiveness (12.93), credibility (8.13), emotional attachment (7.2)

and previous experience (6.73) in the place of IInd, IIIrd, IVth and Vth rank respectively.

Table 4.8 Reasons for choosing Ayurveda Products\services.

Reasons No side effects Effectiveness Credibility Emotional attachment Previous experience
Scores

Rank
I II III IV V

15 12.93 8.13 7.2 6.73

source: Field Survey Type of Products/Services The important products\services preferred to purchaseare analysed in Table 4.9.For this purpose the customers were asked rank then in the given options I, II, III, IV, V,VI,VII,VIII,IX,X,XI &XII .For analysis purpose weightage is assigned for each rank namely 12 for 1, 11for 2, 10 for 3, 9 for 4, 8 for 5,7 for 6,6 for75 for 2, 4 for 9 ,3 for 10,2 for 11 and 1 for 12 respectively. Then average weighted score is calculated. Based on the average weighted score, rank has given to each of the products\services. From the table, it can be observed that Dasamool Cough Syrup score Ist rank (9.23), Asawas/Arishtas (7.89), Ghuthams (6.05), Sitaram Hair Tone (5.36), Choornams (4.23), Anmti-Obesity(4.08), Ashtra Plus (3.64), Prora Herb Oil (2.85), Ksheergulachi Aavasti (2.33) ,Abhyanbam(2.09)Allerkhand Tablet (1.20) and Sitaram Tengin Pookula Lehyam (1.05) in the place of IInd, IIIrd, IVth, Vth, VIth, VIIth, VIIIth, IXth , Xth,XIth and XIIth respectively. Mostly the customers are dasamool cough syrup which is a natural

expectorant. It can be used by all age group. Among the listed 10 product the least used product was Sitaram Thengin Pookula Lehyam. Table 4.9 Types of Product\Services Product\Services
Dasamool cough syrup Asavas/Arishtas Ghuthams Sitaram hair tonic Choornams
Anti-Obesity

Score 9.23 7.89 6.05 5.36 4.23 4.08 3.64 2.85 2.33 2.09 1.20 1.05
source: Field Survey

Rank I II III IV V VI VII VIII IX X XI XII

Asthra Plus Psora Herb oil Ksheeraguluchi Aavasti

Abhyanbam

Allerkhand Table Sitaram Tengin Pookula Lehyam

Source of Inspiration Source of inspirationis an important factor of which help the customers to know the overall features and benefitsof branded ayurvedic products\services of Sitaram, which in turn help them to select the products\services according to their needs. The sources of inspiration includes Prescription by doctor,
Advertisement through media, Friends and relatives, Previous users and Own experience.The table 4.10 revealed the source of inspiration to one customers in

using the brand.18 percent of customers got an inspiration from the doctors

prescription. 40 percent stated as they inspire by the advertisement through various medias such as newspapers, maganisines, websites, etc. 20 percent of them responds as they got inspiration from friends and relatives. 14 percent inspired by the opinion given by the previous uses and the rest 8 percent represent as they got inspired from their own experience. Majority of them have got ispiration from advertisement through media.

Table 4.10 Source of Inspiration

Source of inspiration
Prescription by doctor Advertisement through media Friends and relatives Previous users Own experience Total Number of customers

Percentage
18 40 20 14 8 100

9 20 10 7 4 50 source: Field Survey

Periodicity of purchases
Number of purchase indicates the intensity of purchase\usage. Periodicity of purchase is specified as daily, weekly, monthly and Not any particular pattern it is varied in nature. From the table 4.12, among them 60 percent of customer opines that they purchased it daily, 20 percent of the customers purchased it weekly. 8 percent of them stated they purchase if fortnightly. 10 percent remarks as they monthly purchase it and 2 percent particulars pattern, it is varied in nature.Majority of the customers daily used it.

Table 4.11 Periodicity of purchases

Periods
Daily Weekly Fortnightly Monthly Not any particular pattern it is varied in nature Total Number of customers

Percentage
60 20 8 10 2 100

30 10 4 5 1 50 source: Field Survey

Periodicity of usage
Here periodicity of usage indicates the length of time of using products\services increase in the number of hours of use indicate the increase and intensity in the use of product\services. From the Table 4.13 It
can be seen that majority ie.64 percent have been using it for more than 5 years and rest of them use it as 4 percent customers used it less than 1 year, 12percent used it in between 1-2 years and 20percent used it in between 2-5 years.

Table4.12 Periodicity of usage

Period
Less than 1 year 1-2 years 2-5 years More than 5 years Number of customers

Percentage
4 12 20 64 100

2 6 10 32 50 source: Field Survey

Total

Factors influencing Sitaram Ayurvedic Products\Services

Major factors attracted to purchase product and services are Received value and
quality, Trust worthiness, Distinctiveness, Social Image, Brand loyalty and customer satisfaction, Goodwill and reputation and Eliminates imitations. They are analysed in Table 4.14. From the table it can be observed that customers were asked to express

their views about factors influencing them to purchase the branded products\services. For this purpose they were asked to rank the given options I, II, III, IV ,V,VI and VII. For analysis purpose weightage is assigned for each rank namely 7 for 1, 6 for 2, 5 for 3, 4 for 4 ,3 for 5,2 for6 and 7 for 1respectively, the average weighted score is calculated. Based on the average weighted score, rank has given to each of the factors. From the table it can be observed that received value and quality possess the Ist rank (11.89). Followed by other factors such astrust worthiness (10.07), distinctiveness (9.53), social image (5.50), brand loyalty and customer satisfaction (5.14), good will and reputation (4.25) and eliminates limitation (3.57) in the place of IInd, IIIrd, IVth, Vth and VIth rank respectively.

Table4.13 Factors influencing Sitaran Ayurvedic Products\Services

Factors
Received value and quality Trust worthiness Distinctiveness Social Image Brand loyalty and customer satisfaction Goodwill and reputation Eliminates imitations Score

Rank
I II III IV V VII VIII

11.89 10.07 9.53 5.50 5.14 4.25 3.57

source: Field Survey

Opinion regarding Sitaram products\services

Here it attempted to know whether customers have favorable opinion or not. From analysis of Table 4.15. Out of 50 customers, majority ie.38percent of them have excellent 28percent have excellent, 18percent have good and 18percent very good. Only few of them have only unfavorable opinion.

Table 4.14 Opinion regarding Sitaram products\services

Opinion
Excellent Very good Good Not good No opinion Number of customers

Total

19 14 9 3 5 50
source: Field Survey

Percentage 38 28 18 6 10 100

Risk\Problems connected with availability of products Table 4.15 Risk\Problems connected with availability of products
Factors
Expensive Out of stock Delay in delivery Not as per expected quality and quantity Limited offers\prizes Total Number of customers

Percentage
36 24 20 10 20 100

18 12 10 5 10 50 source: Field Survey

The important factor that causes the brand which must be studied deeply to overcome various future perspectives are Expensive, Out of stock,Delay in delivery Not as per expected quality and quantity and Limited offers\prizes The table 4.16 it

is analysed that majority of the customers ie about 36percent are of the opnino that problem of limite offers\prizes with the product\services.among them 30percent reveled that expensive are the Ayurvedic products\services. Out of stock and delay in delivery are another riks\problem related with availability ie about 12percent and 10percent repectively.At last the customers opined about the risk\problem about the quality of the products\services.

Promotional measures

Table 4.16 Promotional measures

Promotinal Measures Fully Aware Aware Partial Aware Slightly Aware Not Aware Total

Advertisement and public relation activities through various medias Consumer education by conducting seminars and conferences Co-marketing programs

40 (80) 25 (50) 18 (36)

6 (12) 10 (20) 12 (24)

4 (8) 12 (24) 8 (16) 10 (20) 2 (4)

50 (100) 50 (100) 50 (100)

(Figure in brackets denote percentage to total) source: Field Survey

Awareness about promotional measures adopted by Sitaram Ayurvedic products\services. The customers awareness about various promotional measures introduced by Sitaram Ayurvedic limited are analysed in the Table 4.16. The important promotional measures are Advertisment and public relation activities through various medias, Customer education by conducting conference and seminars and Co-marketing programs. Majority of them ie about 80 percent have knowledge about advertisement and public relation activities through various medias and about 25 percent have good knowledge

about the Customer education by conducting conference and seminars. They have only poor knowledge about co-marketing programs. Perception of Customers about Brand Awareness and its Effectiveness

Table 4.17 Perception of Customers about Brand Awareness and its Effectiveness

Statement

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Total

Brand awareness creates trust worthiness and creditability leads to purchase intensity Allow savings of time and energy through identical repurchasing and loyalty create a positive and prominent meaning in the mind of consumers Branded products creates brand monopoly in the target market Reduce the wide selection and choice

12 (24)

16 (32)

13 (26)

6 (12)

3 (6)

50 (100)

4 (8)

14 (28)

15 (30)

10 (20)

7 (14)

50 (100)

3 (6)

8 (16)

18 (36)

12 (24)

9 (18)

50 (100)

13 (26)

15 (30)

11 (22)

5 (10)

6 (12)

50 (100)

8 (16)

17 (34)

15 (30)

7 (14)

3 (6)

50 (100)

(Figure in brackets denote percentage to total) source: Field Survey

Perception of customers towards brand awareness

and its effectiveness are

analysed from their experience of using branded products\services as shown in Table 4.17. From the table 4.17 it can be found that majority ie 24percent of them are agreed that brand awareness promotes purchase intensity leads to brand equity and loyalty which in turn increases the profitability reputation of the organisation. About 26percent also agreed that brand awareness reduce choice of selection among wide range of products\services and create monopoly.

of each statement offered under the rating of brand awareness

CHAPTER- 5 SUMMARY OF FINDINGS, SUGGESTION AND CONCLUSION

A. SUMMARY The study proved that the brand has almost got good awareness level among the consumers. Among the 50 samples taken almost always used the product. Although they got an inspiration from the media advertisement, which paves the way that advertisement is effective marketing tool.As the basic step of creating the brand awareness has been successfully done by the firm itself, now it is much easier for the firm to penetrate into the market by having a good place in the minds of the consumer. The study in the company proved to be a good experience as the researcher was able to get a lot idea about the various aspects dealt within and outside the firm. This study has proved that there is good level of brand awareness among the consumers and the brand Sitaram is having a good future in the Ayurveda industry although the competition is tightening day by day. This study provides a summary of the findings, suggestion and conclusion of the study.

B. FINDINGS The major findings emerged out of the present study are summarized below I Socio-Economic Profile of customers Gender wise classification revealed that 64 percent are male ang 36percent age female. Age wise classification showed that majority of the respondents are in the age group 40-50 represents the middle age people who are more aware about the traditional Ayurvedic medicines and treatment. Area wise classification of the respondents showed that , majority of the customer ie about 66percent covered residency in semi-urban area. Marital statuses of the customers showed that 80percent of the respondents are married. Educational wise classification of respondents showed that majority 26percent of them have Plus Two\PDC, followed by Graduation. Majority of the respondents are business\professionals 24percent shown by occupation wise classification. Income wise classification shown that majority ie26percent belongs to the income group of Rs.20,000-25,000. II Brand Awareness and its Effectiveness Majority of them responded that they regularly used it in their daily life ,weekly and fortnightly. Almost all customers using branded Ayurvedic products\services about in the study are

in their daily life. Major reason for choosing them are they have no side effects, other important reasons influences them for using them are its credibility, previous experience and emotional attachment associated with it. them Types of Ayurvedic products\services preferred to purchase in the order of their importance Dasamool cough syrup,

Asavas/Arishtas, Ghuthams, Sitaram hair tonic, Choornams, AntiObesity, Asthra Plus, Psora Herb oil, Ksheeraguluchi Aavasti, Abhyanbam, Allerkhand Table and Sitaram Thengin Pookula Lehyam. All of them are well informed about all this Ayurvedic products\services. Majority of them got inspiration from advertisement through

various medias such as newspapers, television, magazines, websites, etc Other important sources of inspiration are friends\relatives, doctors prescription etc... Important factors attracted by the customers to choose the

Sitaram limited products\services due to its perceived quality and value. Other major factors in the order of their importance are trustworthiness, distinctiveness, social image, brand loyalty and customer satisfaction, goodwill and reputation and eliminate imitation. Majority of them have excellent and good opinion regarding

products\services, which indicates its increased brand value and high and high rate of brand awareness. Major problems\risks regarding their products\services pointed

out by customers are limited offers\prizes,expensive,out of stock, delay in delivery and at last as its not as per the expected quality. The organisation should take adequate steps for solving it.

Majority of the customer aware about the advertisement and

public relation activities through various media adopted by the organisation. They also know about the various seminars and conference conducted by the Sitaram limited. But they are less aware about the co-marketing programs conducted by the Sitaram limited. The analysis based on the perception of the customers using

branded Ayurvedic products\services, majority of them have strong argument with the statements given , then, it can concluded thatBrand awareness promotes purchases intensity leads to brand equity and loyalty which in turn increases the profitability and reputation of the organisation.

c. SUGGESTIONS Based on the findings of the study , the following suggestions are made for promoting brand awareness Better solution for promoting more and more brand awareness is to make proper and effective communication about the branded products\services to its customers. Marketing department Sitaram limited should also concentraded on the co-marketing\co-branded programs by tie-up with various educational, socio-cultural organisation for increasing the sales along with advertisement and promotional measures. Promotional products drive traffic to booth the tradeshows, improve response rates on direct mail campaigns, increase referrals, return business, employee morale, encourage or retain brand loyalty the consumer remind the consumer that the product exist. promote business Also the organisation must tries to

through word-of-mouth communication strategy

which have a synergistic effect in the growth of the brand. Opening new customer service centers for consulting arrangements made to visit the factory and appointing field staff are very helpful for creating and increasing the awareness among the existing and prospective customers, which help them to know more and more about the Ayurvedic products\services and it will induce them to acquire it. Conducting free medical camps for needy persons and related charitable activities should also helps in increase its brand value. As per the customers view points the Ayurvedic products\services are very much expensive, even though they use it due it its value and quality. Also because of its effectiveness without any side effects.More over semi-urban people suggested that as they use the products\services to a certain extend no offers\prizes were allowing to the prospective customers.Also the company should take necessary measure to make

awre of the youth about the positive aspects of Ayurvedic products\services. From the view of the overall study ,the firm should utilize its full capacity to provide maximum customers satisfication and this results in the process of brand building.More empirical studies need to be done on the dimensions of the brand awareness of the products \services.Different dimensions brand awareness are likely to have interactive effects.

D CONCLUSION Creating brand awareness is one of the key step in promoting a product. Brand awareness is developed through enhanced perceived quality, brand loyalty and brand equity, which cannot be either destroyed or build in a short run but can be created in long run through careful designing marketing investments . . From the findingsof the study it has proved that the brand of Sitaram has got good awareness level among the consumers in the district of Thrissur. As there exists a lot of big brands in the ayurvedic field it is really important that there is a good brand name maintained by Sitaram. This is the only way out of better their market for the products. All the consumers who were selected as the samples heard the name of brand quite well and this is a good sign to the company. Especially in the field medicines, only if the brand is popular among consumers the company can accept great demand for the products. So from the project done it was clear that the brand of Sitaramproducts\ services is quite well known and this is a sign of bright future for the brand.

BIBLIOGRAPHY

Books o C.R.Kothari,Research methodology,2 nd Edition, New Delhi, Wishwa Prakashan. o Beri.G.CMarketing research(2003)3 rd Edition, Tata McGraw Hill Publising Company Limited, New Delhi. o Kotler Philip, Maarketing Management, Personal Education Publicaton Journals o Aaker, (1991) .Brand Equity Investment really Worthwhile. Advertising Age 65(30):18. o Aaker,(1996).Measuring Brand Equity across Product and Markets. California Management review, Vol. 38No. 3,pp. 102-20. o Blumenthal, D. and Bergstrom A.J(2003). Brand Councils that Care: Towards the Convergence of Branding and Corporate Social Responsibility. Brand Management 10(4\5):327-341. o Cavero and Cedollada, (1997).Brand Choice and Marketing Strategy: An application to the market of laundry detergent for delicate clothes in Spain. Journal of international consumer. o Chieng Fayrene ,Y.L and Goi Chai Lee(2011). Customer- Based Brand Loyalty.Journal of Art, Science and Commerce, Curtin University of Technology, Malaysia, vol 2 Issue 1 January 2011. o Hoffler and Keller (2002). Building Brand equity through Corporate Societal Marketing. Journal of public policy and marketing.21 (1), 7889. o Kambiz Heidarzadeh Hanzaee and Hamid Saeedi(2011) . A Model of Destination Branding for Isfahan City, Interdisciplinary journal of research in business, vol.1,Issue 4,pp.12-28.

o Kan, W.H. (2002).The Study of Relation between Product Value, Brand Trust, Brand Affect and Brand Loyalty. Unpublished master thesis, Tamkang University, Taiwan. o Keller (1998). The Effects of Brand Name Suggestiveness on advertising Recall;Journal of marketing, 62(10), 48-57. o Kellr K.L. (2003) Strategic Brand Management. 2nd edition. Upper saddle river, NJ: Prentice Hall. o Klooster, E.(2004.Exploring Destination Brand Communities: A Business Model for Collaboration in the Extremely Fragmented Tourism. industry paper presented at the 17th Bled eCommerce conference, Bled. o Kotler and Armstrong(2004). Principles of Marketing. New jersey: Prentice Hall. o Kotler, Philip and Keller Kevin L(2006) Marketing Management. 12th edition. Upper saddle River, NJ: Prentice Hall.188. o Macdonald and Sharp E K and sharp(2000).Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A replication .journal of business research ,48,5-15. o Nazia Yaseen, Mariam Tahira, Amir Gulzar and Ayesha Anwar(2011) Impact of Brand Awareness , Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention. Interdisciplinary journal of contemporary research in business, vol.3,No.8 December 2011. o Neal and Strauss (2005) . A Frame Work for Measuring and Managing Brand Equity,7-12 . o Parasuraman, A. and Grewal, D (2000).The Impact of Technology on the Quality Value-Loyalty chain: A research agenda. Journal of the academy of marketing science, 28(1), 168-174. o Pike,S. 2004.Destination Marketing Organisation. London:Elsevier

o Subhani M.I and Amber Osman(2011), A Study on Association between Brand Awareness and Consumer Brand Loyalty for the packed milk industry in Pakistan.. south Asian journal of Management science. Vol.5, no.1 (spring 2011) 11-23. o Thakor, M.V. and Kohli chiranjeev S.(2003) Effect of Brand Origin Perceived Association on consumer Perceptions of Quality. Journal of product and Brand Management 12(6):394-407 o Veryzer and Hutchinson (1998).The Influence of Unity and

Prototypicality on Aesthetic Responses to New Product Designs, journal of consumer research, 24, 374-39.

Website http://www.SitaramAyurveda.com http://www.itmonline.org/arts/ayuriind.htm http://www.computerworlg.com/action/article.do www.wikipedia.com www.isma.info/dusyalar/74.81 http://marketing-bulletin.massey.ac.nz ijcrb.webs.com newhope360.com

APPENDIX

Questionnaire
Dear Respondent, The data collected will be strictly used for research purposes. Please put a
sin the appropriate bubble except ranks and descriptive question.

I. Personal Details 1. Name: 2. Gender 3. Marital Status 4. Age Male Single Below 20 30- 40 50 - 60 Female Married 20-30 40-50 Above 60 Rural Plus Two /PDC Graduation Others(Specify).. Private Employees Students

5. Locality Urban Semi urban 6. Educational Qualification High School Diploma / Technical Post Graduation 7. Occupation Govt. Employees Business/Professionals Others (specify)............................ 8. Monthly Income(Rs.) Below 10,000 15,000 20,000 Above 25,000

10,000-15,000 20,000 25,000

II. Brand Awareness 9. Are you regularly using Ayurveda Product? a. Almost Always b .Sometimes

d. Often e. Rarely

c .Almost never

10. Reasons for choosing Ayurveda products (Rank them in the order of importance) a. Effectiveness c.Previous Experience b.No side effects d .Credibility e.Emotional attachment 11. Source of inspiration for using Sitaram Ayurveda Products / Services a. Prescription by doctor b.Advertisement through media c. Friends and relatives d.Previous users e. Own experience

12. Type of products and services preferred to purchase (Rank them in the order of importance) a Asavas/Arishtas b Ghuthams c Choornams d Sitaram Hairton e Dasamool cough syrup f Sitaram Tengin Pookula Lehyam g ksheeraguluchi Aavastui h Allerkhand Tablet i Asthra Plus j PsoraHerb Oil k..Anti-Obesity l. abyambham 13. Frequency of purchases done by you in a month a.Daily b. Weekly c.Fortnightly d. Monthly e. Not any particular pattern, it is varied in natural 14. Periodicity of use

a. Less than 1 year c. 2 - 5 years

b.1 - 2 years d. More than 5 years

15. State the which of the factors of Sitaram branded products/services influenced by you so much. (Rank them in the order of importance). a. Trust worthiness b.Social image c. Distinctiveness d Perceived value and quality e. Good will and reputation f. Eliminates imitations g. Brand loyalty and customer satisfaction 16. State your opinion regarding of Sitaram products/services a. Excellent b.Very good c. Good d.Not Good e. No opinion 17. Did you suffer anyone of the following risks/problems connected with the availability of Sitaram Products a. Not as per expected quality b. Expensive and quantity c. Out of Stock d. Delay in delivery e. Limited offers/Prizes 19.Do your know the following promotional measures taken by Sitaram Ltd.
Statement Fully Aware Partial Aware Slightly aware Aware Not aware

a.Advertisement and public

relation activitie

b.Effective communication
strategies

c .Consumer education d.Co-marketing programmes e.Conference and seminars

20.Indicate your rating towards the following statements with regards to brand awareness of Sitaram products

Statement

Strongly Agree Neutral Disagree Strongly agree Disagree

a.Brand awareness creates trust worthiness

and creditability leads to purchase intensity b.Allow savings of time and energy through identical repurchasing and loyalty c Brand awareness.Create a positive and prominent meaning inthe mind of consumers d.Branded products creates brand monopoly in the target market e..Reduce the wide selection and choice

Suggestions if any.
.. ..