A

Project Report on

"Marketing Strength of Himalaya Herbal Healthcare"

Conducted At

Submitted to the University of Rajasthan in the Partial fulfillment of the degree of Bachelor of Business Administration

(Session: 2012-13)

Submitted By: Harshit Lath BBA -IV Sem

Submitted To: Mrs.Navdeep Rathore

ACKNOWLEDGEMENT

It is not often in the life that you get a chance of appreciating and expressing your feeling in black and white to thank the people who have been a crucial part of our successes, your accomplishment, and your being what you are today. I take this opportunity to first to all thank the Faculty at and

S.S.JainSubodhP.G.College ,

especially

Dr.K.B. Sharma,

Principal,

Dr.Rita Jain for inculcating and instilling in me the knowledge, learning, will power, values and the competitiveness and professionalism required by me as a management student. I would like to give special thanks to Mrs.NavdeepRathore for educating me silver lining in every dark cloud. Her enduring efforts, guidance, patience and enthusiasm have given a sense of direction and purposefulness to this project and ultimately made it a success. I express my sincere and heartiest thanks to everyone who has contributed towards the successful completion of the project undertaken by me at HimalayaHerbal Healthcare. Foremost with great respect and esteem, I wish to forward my deep sense of gratitude to Mr. Sandeep Roy for providing me the opportunity to pursue my training with Himalaya Herbal Healthcare. Last but not the least; I would like to thank my family; my parents, for supporting me spiritually throughout my life.

HARSHIT LATH

CERTIFICATE

Certified that this project report entitled Marketing Strength of Himalaya herbal healthcare is a record of project work independently by Mr. Harshit lath under my guidance and supervision and that it has not previously formed the basis for the award of any degree, fellowship or associate ship to him.

Mrs. NavdeepRathore S.S.JainSubodhP.G.College Jaipur

DECLARATION

hereby

declare

that

this

project

Marketing

Strength

of

Himalaya

HerbalHealthcare is a bonafide record of work done by me during the course of summer project work and that is has not previously formed the basis for the award to me for any other degree/diploma, associate ship, fellowship, or other similar title of any other institute society.

HARSHIT LATH S.S.JainSubodhP.G.College Jaipur

PREFACE

Training is the essence for practical orientation of the professional studies undertaken and without practical training one cannot understand the real basics and theoretical in practice and everything just goes in vain. Project training forms an integral component of any professionals courses like management courses viz. BBA. A trainee come to face live problem in the industries and the field the institution where one person pursues his studies cannot provide him practical knowledge on all aspects of learning often the studies of a subject is said to be incomplete until the student has been expose to this practial. The theoretical studies build manager in him by providing pools of knowledge whereas the practical applications make him agile and component. If theoretical knowledge teaches him the principal and policies the practical exposes tells him how to these principles. My area of performance area was to Himalaya Herbal Healthcare and management trainee I got to learn the vital experience of market scenario.

HARSHIT LATH

INDEX

CHAPTERS

1. INTRODUCTION OF THE TOPIC 2. PROFILE OF THE COMPANY 3. OBJECTIVE OF THE STUDY 4. RESEARCH METHODOLOGY 5. LIMITATIONS OF THE STUDY 6. ANALYSIS AND INTERPRETATION 7. FACT & FINDING 8. CONCLUSION AND RECOMMENDATIONS 9. SCOPE OF FURTHER STUDY 10. REFERENCES 11. QUESTIONNAIRE

CHAPTER-1

INTRODUCTION OF THE TOPIC

Himalaya Drug Companys marketing strategy can be defined as one of the most detailed yet fundamental in the modern times. Himalayas marketing strategies are based upon a set of two main objectives that have guided the firm through their growth years. Shift from focusing Ayurvedic concepts to herbal personal care was a major strategic decision. This was done mainly to appeal the international markets. "Just old wine in a new bottle" is the typical reaction one would expect at Himalaya Drug's move to rechristen its personal care range Himalaya Ayurvedic Concepts to Himalaya Herbals in December 2003. The brand rejig has also been accompanied by a packaging makeover towards an international look. This is the second time that Himalaya has undertaken a brand readjustment exercise. Himalaya's personal care range was introduced in 1999 under the brand name Ayurvedic Concepts. In December 2001, in a move to leverage Himalaya's brand equity, the company brought the Ayurvedic Concepts brand name under the Himalaya umbrella. And now, barely two years after the previous renaming, the latest move has raised questions as to why the company is making such a conscious effort to reinvent its personal care brand? "We could have switched directly from Ayurvedic Concepts to Himalaya Herbals in 2001 itself. However, it was a transitional 'handholding' phase where it was necessary for consumers to associate the Ayurvedic Concepts range with the Himalaya brand name". He insists that the umbrella branding remains and this time around, the aim is to create a unique "head to toe" brand. The personal care range has 40 products spanning hair care, skin care, body care, health care and oral care.

The complete re-branding exercise and reorientation in the marketing strategy worked out well and Himalaya is considered one of the best brands in the personal care segment. Recognising the need to be acceptable to the affluent yet traditional segment was one of the best steps taken by the company.

The Himalaya Drug Company is optimistic about the FMCG space. Reminiscing the decision to enter the space. Global trends in personal care began to change in the 90s. Customers were going 'back-to-nature' and were demanding herbal and natural therapies. The general perception was that products containing herbal actives were gentler on skin and safer compared to chemical products. These evolving trends presented

interesting opportunities for Himalaya," he says. The R&D strength that the company possessed, due to its pharmaceutical lineage, made the move to herbal personal products easy. Himalaya's first offering in the personal care space were personal care products under the brand Ayurvedic Concepts in 1999. Subsequently, the company has launched 63 products in personal care, nine in baby care and 66 in pharmaceuticals. The consumer product division contributes 40% to the company's turnover in India, while internationally the division contributes 55% to its kitty. In 2001, two years after entry into personal care, Himalaya undertook a massive rebranding exercise from changing the logo and product packaging to redoing the company's website. Ray+Keshavan helped them create the umbrella brand Himalaya Healthcare. "Earlier the personal care range was marketed as Ayurvedic Concepts, but even shopkeepers found it difficult to sell. The Himalaya name gave brand the momentum it needed. The rebranding exercise also made way for their entry into international markets. When compared to other pharmaceutical companies like ZydusCadilla or Paras Pharmaceuticals, Himalaya has more offering in the personal care space from hair care, skin care, dental care, baby care and health care. In India, Himalaya is currently focused on urban markets where it is present in modern retail, general trade and pharmacies the brand also have over 126 exclusive retail outlets to help customer experience the brand. Himalaya works with Meridian and Starcom for its advertising requirements, but compared to heavyweights like HUL & P&G in the FMCG space, spends a paltry Rs 10 crore on its marketing. "himalayas marketing is mainly focused on engaging the customer, creating awareness for our products and increasing availability and accessibility. We are not a brand given to high decibel advertising." Therefore, product trials sampling, information dissemination, advertorials and word-of-mouth has been the route for Himalaya. "The fact that our personal care division is growing at a rate of over 40% is testimony that our strategy is working for us," explains Gore.

Internationally Himalaya has been more successful as the 35% CAGR indicates. Some of the important markets for the brand abroad are US, Russia, South-East Asia and CIS countries among others. The performance of the company depends on its sales depend upon the marketing activities. The marketing activities of an organization focus on satisfying customer needs. Customer needs and wants are again the environment. Therefore, the demand of a product is also affected by the environment, in which the organization functions. With the marketing environment becoming increasingly dynamic, it is necessary for firms to keep pace with changing environment. The marketing environment consist of the forces that are external to the marketing function of an organization but influence its marketing abilities, in dealing with customers. A variety of internal and external forces impinge on a organization and its marketing system. Internal forces are inherent to the firm and can be controlled by the management. External factors cannot be controlled and usually affect the industry as a whole, rather than individual players. In the 1980s, industry leaders lost their competitive advantage to relatively new entrants due to the lack of proper analysis of the external environment. In the automobile industry, Hindustan Motors and Premier Automobiles lost out to MarutiUdyog Ltd., which was successful in understanding the environment and assessing the needs of customers. In the watch segment, Titan with its vast range of products and marketing strategies took away HMTs market share. Therefore, it is very important for organization to understand the environment, and the forces that may affect them and change the competitive scenario.

Market Segmentation Levels

A market comprises of different consumers possessing innumerable taste and reference. Depending on their marketing approach and the nature of the products, marketers can adopt different levels of segmentation. The levels of market segmentation are : Segment Marketing Individual Marketing Niche Marketing Local Marketing

Segment marketing Marketers divided the target into different segment on the basis of homogeneous needs. Although it is evident that no two customers are like these customer are segmented on the basis of broad similarities with regards to sum attributes such as tastes, preference etc. The marketer has to provide flexible solution to the segment. Sometimes marketers target more than one segment when it is not economically feasible to design products and services for individual segmentation. However, the focus of segmenting the market will provide enhanced service to the customer by offering customized products that will satisfy the needs and wants of customers in that particular segment to a large extent.

Segmentation is also sometimes identifying, capturing and retaining potential new markets. For example, Tata entered the jewelry market with the brand name Tanishq. It segmented the market on the basis of the level of purity required by and targeted people who wanted 24 carat gold unlike the gold being sold by others conventional jewelry stores. Another very good example is Oyzterbay.

It segmented the market on the basis of the usage of jewelry and targeted segment. With its daily wear jewelry priced between, which no other branded jeweler had targeted.

Individual Marketing Individual marketing is the extreme level of segmentation in which marketers focus on individual marketing. In fact, almost all the business-to-business marketing is individual marketing. These days, most companies are approaching individuals through e-mail to promote their products and services. These companies usually have a tie up with popular websites like Yahoo and Rediff and send their promotional mails to the large customer base of these sites. Amazon. Com keeps track of individual tastes and preference of customers and send mails alerts whenever a book is introduced in the market that suits their preferences.

Niche Marketing Niche marketing can be defined as marketers efforts to position their product or service in smaller markets that have similar attributes and have been neglected by other marketers. These smaller market segments should also be profitable. The market segment when further divided into sub segments to identify and cater to the unsatisfied need of all small group is called niche marketing. Generally, a niche is small segment of the market that has some specific unsatisfied needs. The fundamental difference between a segment and a niche is that a segment is usually a broader market place where many competitors operate. For example in the mid size car segment, we have Maruti Zen, Alto, Wagon R, Tata Indica and Fiat Palio to name a few. A niche is comparatively smaller segment like

the DCM Benetton which will have a limited customer base because of its specialized product offering. Certain other products can also be classified into niche such as wrist watches like Cartier, Gucci and TAG Heuer etc. for niche marketing to be successful, a company should understand its strengths and weaknesses its customers and its competitors. The firm should also clearly differentiate itself from its competitors. The company should not introduce products that compete with its own products in markets. The company should try to enhance its product and service offering and develop good relation with all those concerned, so that it becomes for others to enter the industry. The company should develop suitable marketing strategies and be alert to new product and market opportunities. Local Marketing Most marketers who have global presence tends to offer customized products to suit the local market. Think global act local has been a buzz word. The prominence of local marketing has become so dominant that even if a product proves to be successful at the national or global level, it may be fail utterly at thr local level because of unmatched local taste and preference. McDonalds entered the Indian market in 1996. Initially, it had burgers and other related items on the menu which were mostly foreign to the Indian palate. Therefore, to suit the local needs of the Indian customers McDonalds introduced Indianized products such as AlooTikka, Chicken patties, Paneer salsa and Chicken Mexican etc. Market Segmentation Patterns Due to saturation of existing markets in developed countries, many firms have increasingly started looking at global markets, especially developing countries. Many researchers have proposed that country segmentation be adopted to successfully serve these markets with their products and services. Countries falling in similar

macro level factors are grouped together as homogenous markets so that they can be served more efficiently. Multinational segmentation is also done on the basis of new product diffusion process. To study the new product diffusion process, a wide range of socioeconomic, cultural and political factors are taken into market for segmentation. Employing marketing mix variables on studying these patterns is a better option. The international markets show similar tastes and preference in smaller groups, they are segmented with the help of comparative cluster analysis.

Effective Segmentation If marketers segment potential markets, the segmentation need to be such that they can target their effectively and develop communication programs to convert potential customers into real customers and maximize their profits. However, it is not always necessary to segment a market. If the needs and wants of all potential customers are homogeneous, the market need not be segmented. For effective segmentation, segmentation variables need to exhibit certain characteristics. They are discussed below:Measurable The variable used for segmentation of the market should be measurable to be effective. If it not measurable, the marketer will not be able to find out whether the segment is worth targeting. For example, a variable like the purchasing power of potential customer is measurable. Substantial When dividing the market into segment a marketer should take enough care to see that each segment consists of an adequate number of customers worth catering to. It should be big enough to make economic sense.

If a product is manufactured for them, the company should be able to make a profit by targeting them. For example, traditionally most manufacturers produced tools and equipment suitable for right handed persons because the manufacturer considered that the market for left hander person was not substantial. However, this trend is changing now. Accessible The segment of the market that trying to target should be accessible to him. The appropriate selection of the media, it coverage and other factors like the product distribution facilities play a major role in a marketer becoming accessible to customers. The media should be selected in such a way that a marketer can reach the target segment most effectively and at the minimum cost. Similarly, the distribution facilities should be efficient enough to reach the target customers on time. The product should be available to customers wherever they want it. Therefore, accessibility to the segment is very important to reach and cater to it. There is no point producing products for those markets that the marketers are unable to reach profitably. Differentiate Each segment of market should be different from others in terms of its needs and wants. Each segment requires different marketing strategies because it responds to different strategies differently. A motorcycle manufacturing can segment the market on the basis of usage of the product. People buying motorcycle for fuel efficiency are different from people buying them for style and both need different marketing strategies. Actionable A segmentation variable should help marketers develop effective marketing programs to attract the potential customers effectively.

Target Market Selection Process After the process of effective segmentation, marketers must focus their attention on the targeting the market segments that are relevant to their products and likely to respond positively to their marketing strategies.

Evaluating the Market Segments While evaluating the market segment, a firm must first evaluate the potential of the segment and also its own ability to tap it. Marketers need to ensure that the organization objectives are fulfilled while serving a particular segment of the market.

Selecting the Market Segments After evaluating different market segments, the company or the marketer should decided which segment to target. Targeting the customers in a highly competitive environment is a complex process. Therefore, marketers are searching for new ways of targeting customers. Companies such as Philips are adopting new ways to target their customers. Philips formed a committee comprises engineers from R&D and scientist to interact with children to come out with new product ideas. The result, Philips came out with a new online products targeted at children. This method of involving the target customers in the process of idea generation for new products is beneficial for the producers, because the target customers then tend to be loyal to the companys product line. This kind of strategy works well because the level of acceptance of the products in the market will be high enough to help the company carve out the maximum market share and stay ahead of the competition.

Single Segment Concentration Single segment concentration for a marketer has its own merits and demerits. Focusing on single segment gives the marketers the advantage of high sales, as he puts all his marketing efforts on that segment and on improving the product to exactly match the tastes and preference of the customers in the segment. However, if that segment stop portioning the product for some reason, the marketer will face serve losses as he had been concentrating on only this segment. However, the strategy of targeting a single segment has worked well for some markets. For example, Mercedes only concentrate on the upper income group customer.

Selective Specialization It is a process in which the company focuses its resources on a few markets segments and develop its expertise in fulfilling the needs of those segments. Thus, by concentrating on more than one segment, the company can minimize its risk. So even if one segment becomes unattractive, it can be concentrate on the other segment and fulfill its organizational objective of earning profits. For example, automobile manufacturing such as Hyundai, manufacture different models like Santro, Accent and Sonata to the cater to different segment with different levels of incomes. In this case, the company specializes in cars but targets a few segments of the markets. There exists a synergy between the various segments, it is not essential that synergy exists between in all case.

Product Specialization A company specializing in a specific product category supplying to different segments effectively will gain a substantial reputation in manufacturing such products.

For example, Gillette is famous worldwide for its series of shaving products. However, there is a risk in a product specialization. If a computer develops a breakthrough technology, the companys product will be totally replaces in the market.

Segment interrelationship and Super Segments A company that is targeting more than one segment needs to examine the interrelationship between the segments so that it can optimize its costs and performance. For example, Giant Hypermarket, a discount store at Hyderabad, targets people who want to apparels, kitchenware, electronic goods, vegetables, liquor and groceries etc. Therefore, it targets the super segment rather the individual segment. A super segment is a set of segments that are similar. Marketers can utilize this similarity to increase their sales.

CHAPTER-2

PROFILE OF THE COMPANY

The Himalaya Drug Company was founded in 1930 by Mr.Manal with a clear vision to bring Ayurveda to society in contemporary from and to unravel the mystery behind the 5000 years old system of medicine. This included referring to ancient Ayurvedic texts, selecting indigenous herbs and subjecting the formulation to modern pharmacological, toxicological and safety test to create new drug and therapies. Seventy seven years ago, on visit to Burma, Mr.Manal saw restless elephant being fed with a root to pacify them. The plant from which this was taken is Rauwolfia serpentine. Fascinated by the plants effect on elephant, he had it scientifically evaluated. After extensive research, Serpina, the worlds first anti hypertensive drug, was launched in 1934. The legacy of researching nature forms the foundation of Himalayas operation. Himalaya has pioneered the use of modern science to rediscover and validate Ayurvedas secrets. Cutting edge technology is employed to create pharmaceutical grade Ayurvedic products. As a confirmation the Himalaya is dedicated to providing the highest quality and consistency in herbal care, the company was awarded an ISO 9001:2000 certification in 2003.

MISSION Establish Himalaya as a science-based, problem-solving, head-to-heel brand, harnessed from nature's wealth and characterized by trust and healthy lives. Develop markets worldwide with an in-depth and long-term approach, maintaining at each step the highest ethical standards. Respect, collaborate with and utilize the talents of each member of the Himalaya family and the local communities where Himalaya products are developed and/or

consumed, to drive our seed-to-shelf policy and to rigorously adopt eco-friendly practices to support the environment we inhabit. Ensure that each Himalaya employee strongly backs the Himalaya promise to exceed the expectations of the consumer, each time and every time.

VISION Since its inception, the company has focused on developing safe natural and innovative remedies that will help people lead richer, healthier lives. For future, Himalaya products have been endorse by over 2,50,000 doctors around the globe and consumer in over 59 countries rely on Himalaya for their health and personal care needs according to annual report of Himalaya Drug Company Ltd., 2011. Company reached the highest rank in next two years in the global level.

LOCATION Starting off operations in Dehradun way back in the 1930s, the company later spread its wings to Mumbai and across the country. In 1975, the company set up an advanced manufacturing facility in Makali, Bangalore, India, which today houses the Corporate headquarters. In 1991, the company relocated its R&D facility to Bangalore.The company manufacturing facility at Makali has the largest tablet coating unit in the country. Over one crore tablets are punched everyday.

RESEARCH & DEVELOPMENT Himalaya has a well-defined Research and Development policy. It states that no investment is too much when it comes to scientifically creating safe drugs and therapies.

Himalaya's history is one of innovation through research. The company believes that the ideal healthcare system lies in the synergy between ayurveda and modern science. Himalaya's constant endeavor is to create innovative products that satisfy the health and personal care requirements of contemporary living. Himalaya prides itself on being a completely research-oriented company. Indeed, it is this emphasis on R&D that allows Himalaya to produce safe, efficacious and consistent remedies using ayurvedic principles. The R&D department is focused on product development, quality control and standardization. All products are derived through rigorous research and produced in state-of-the art facilities. The products represent commitment to continuous investment in the best people, practices and technology. Himalaya does not support "Borrowed Science" or the practice of using published literature to substantiate efficacy claims. Each Himalaya product undergoes years of primary research and clinical trials before it reaches the market.

BRAND IDENTITY The Himalaya brand has much in common with the mountain range from which it draws its name. For centuries, the Himalayas have been an icon of aspiration, of man's quest to unlock Nature's secrets. They represent purity and lofty ideals. The fact that the Himalayas are the source of many of the herbs that are used in our products, makes our brand name all the more appropriate The Himalaya logo is a visual definition of its brand identity. The leaf that forms the crossbar of the letter H evokes the company's focus on herbal healthcare. The teal green represents proximity to nature, while the orange is evocative of warmth, vibrancy and commitment to caring. The Himalaya brand carries with it the promise of good health and well-being.

PRODUCTION Himalaya produce quality Polyherbal formulation. To monitor quality, many endangered herbs are grown by the company on its farmland. The principles of Good Manufacturing Practices (GMP) are rigorously followed in the plant and company prides itself on being environment friendly. As part of the environment control system, it has installed a modern effluent treatment plant long before regulation mandated it. A high stress on quality, several quality circles and special project teams working on Total Quality Management (TQM) projects make quality away of line in Himalaya. To manufacturing plant uses automatic, high speed punching, coating and filling machines. The tablet coating facility is one of the largest in India. The plant can produce nearly 5 billion tablets and 60 million bottels of liquids annually. This enables Himalaya to produce phytopharmaceticuls with uniform levels of batchto-batch consistency. This ensures that the customer gets the same high quality product regardless of where it is purchased.

RECOGNIZATION In March 2001, Himalaya were granted a Good Manufacturing Practices (GMP) certificate, issued by the Licensing Authority, Directorate of Indian system of Medicine, Bangalore. Himalaya is the first Ayurvedic facility to certification in the country. Himalaya is the only phytoh-pharmaceutical company whose ayurvedic product Liv 52, a hypoto-proactive formula, is registered as a pharmaceutical specialty in Switzerland. Its R&D wing has been recognized as a research center by the Rajiv Gandhi University of health sciences, Karnataka, India. get GMP

QUALITY ASSURANCE Quality covers two areas Quality Assurance and Quality Control Pharmaceutical products are designed and developed with following requirements GMP (Good Manufacturing Practices) GLP (Good Laboratory Clinical Practices)

GMP (Good Manufacturing Practices) for pharmaceutical includes assessment of quality, safety and efficacy: a. Crude plant material pharmacognosy b. Plant preparation analytical c. Finished products formulation and development d. Stability stability studies are conducted on all our products as per ICH (International Conference of Harmonization) guidelines to ensure quality of products throughout its shelf life.

Efficacy Assessment a. Activity pharmacological b. Clinical studies phases I,II,III

Formulation of Products a. Identification (literature survey of ancient classical text and scientific literature) pharmacognosy microscopical identification, macroscopical identification, maceration and cultivation. b. Preclinical pharmacology c. Standardization certificate of analysis, quality assessment, purity. d. Formulation and development development of dosage forms, stability studies e. Clinical studies phases I,II,III and IV

The Quality Management System at Himalaya A. QA holds primary responsibility for generating system and procedures handing product complaints audit, process, stabilization and validation. B. Regulatory affairs prepares QA related document for product registration. C. QA regulates sourcing, sites approval GMP maintenance, transfer of technical document, training support product technology transfer. D. For GMP documentation of critical steps in manufacturing process and any significant change made to the process are validated.

Good Laboratory Practices

A.

Organizational process; included the condition under which laboratory studies are planned, performed, monitored, recorded and reported.

B.

Purpose

- To promote development of quality test data - Comparable for mutual acceptance in different countries - To avoid technical barriers to trade - To develop standard for herbal formulation - To protect human health and environment - Standard operating procedures Good Clinical Practices A. An international ethical and scientific quality standard for designing, conducting, recording and reporting trials that involves human subjects. B. Compliance with this standard provides public assurance that the right, safety and well-being of trial subjects are protected, consistent with principles in the declaration of Helsinki. C. Objective - to provide a unified standard

Good Agricultural Practices A. A benchmark of acceptable crop production methods B. A prerequisite of manufacturing pharmaceutical grade products C. A code of conduct that lays down how crop must be grown right so quality D. Product is not compromised E. Stipulates that use of pesticides and herbicides, if any, be documented, synthetic fertilizer be minimized and banning human sewage sludge in fields. F. Introduced by European Herb Growers Association.

Good Harvesting Practices Covers wild crafting of medicinal plant Designed to ensure that wild material is harvested in a sustainable and environmentally acceptable way. Research Activities Pharmacognosy Establish bona fide of herbal material through morphological and microscopic studies. Maintain herbarium of phyto-medical materials. Formulation and development Pre-formulation studies to check the biochemical action of ingredients Trails to assess safety and efficacy of formulation Standardized processes for uniform quality. Immune pharmacology Study the mechanism of drug action at a molecular level. Attempt to understand the endogenous mediators involved in the activity. Development immune protective agents to counter opportunistic infection Pharmaceutical Range in AIDS. Substitute work with vitro cell line models for in vivo experiments

 Veterinary pharmacology Study the safety and efficacy of veterinary formulation in experimental and clinical trials on different animal species. Study the mechanism of action in the formulations.

PRODUCTS Himalaya's products can broadly be categorized into three main ranges, viz: Pharmaceutical Personal Care Animal health

Pharmaceutical range :Health maintenance, eye, cardiac and skin care, immune booster and cough control The medicinal range of products carry the Himalayan hallmark of researching ayurveda and capturing its benefits in formulations. Using modern research methodology and manufacturing practice, Himalaya has made available to people all over the world, an alternate method of treatment, which has no known side effects. The medicinal range comprises over 35 products and is broadly classified into four categories viz: Children's Health products Men's Health products Women's Health products General Health products

Childrens Healthcare Products Bonnisan Mentate Koflet Septilin Liv. 52 keeps babies healthy and happy channelizes mental energy the cough reliever builds the bodys own defense mechanism unparalleled in liver care

Mens Healthcare Products Confide- restore his confidence Speman-gives hope to childless couples HimcolinTentex forte Himplasia Tentex royal strengthens erectile power and improves sexual potency reliable non hormonal, safe sex stimulant foe man a new dimension in BPH management enhances desire and improves performance dual advantage arthritis control

Rumalaya forte -

Womens Healthcare Products Clarinaclears acne effectively and safely

Renalika- the coolant of the urinary tract EvecareReosto Lukol Styplon Manosan Telekt V Gel ensures complete uterine care bone insurance lifelong instills confidence in her the natural styptic helps her glow again a new advance in derma care quells infections, relieves symptoms

General Healthcare Products Rumalaya- keeps the joints mobile Diabecon- the beacon of hope diabetics Himcospaz -the breakthrough antispasmodic

Sunthi- dependable anti-nausea therapy Ashvagandha Gasex Pilex Purehands Herbolex Tagara - calms nerves, revives mind - improves digestion ,relieve gaseous problem - the combination that solves the problem of piles - ensures total hand hygiene - the gentle bowel regulator relaxes mind

PERSONAL CARE PRODUCTS Himalaya herbal healthcare has used its wealth of knowledge and research in natural herbal remedies. The range comprises of fairness cream, soap free face washes, facial cleansers, face toners, moisturizers, soap free shampoos, conditioners, hair loss control. Foot care multipurpose creams, skin nutrients, dandruff control, anti-stress cough and cold relievers oral care and baby care products Health Care: Pain balm, Cold balm, Ayurslim capsules, Dairy health capsules, Acne-n-Pimples cream, Foot care cream, Antiseptic cream, Pain massage oil, Muscle and Joint rub, Pure Hands, Anti-stress massage oil, Chyanvanaprasha, Honey and Teas etc. Oral Care: Dental Cream Hair Care: Anti- dandruff hair shampoo, Anti- dandruff hair oil, Protein conditioner, Protein hair cream, Hair loss cream, Revitalizing hair oil, etc. Baby Care:

Baby cream, Baby lotion, Baby powder, Diaper rash cream, Gentle baby shampoo, Moisturizing baby soap, Nourishing baby oil, etc.

ANIMAL HEALTHCARE The Himalaya legacy extends to animal health also. The Company offers wellresearched, safe, animal health products, harnessed from nature's wealth to alleviate the suffering of animals, to improve their health and to increase their productivity. World-wide there is a growing concern about the presence of chemical contaminants in dairy, meat and poultry products. Taking a cue, The Himalaya Drug Company has extended its expertise to create Ayurvedic drugs and therapies for animal health care. Concern for animal welfare prompted Himalaya to launch the Animal Health Range of products for commercial livestock in July 1998. The products in this range alleviate the suffering of animals and improve their health. This results in healthy livestock whose animal products are safe for human consumption. Realizing the importance of companion animals in today's life, Himalaya launched the Companion Animal Care Range of products in 2000.

Animal Health Range: Livestock Appetonic Vet, Appetonic forte Vet, Diarex Vet, Galactin Vet, Himfertin Vet, Himpyrin Vet, HimROP Vet, Inflamin Vet, Liv.52 Vet, Liv.52 Protec, Rumalaya Vet, Scavon Vet, Speman Vet, Speman forte Vet, Styplon Vet, Tentex forte Vet.

Poultry Diarex PFS, Geriforte Vet, Liv.52 Protec, Nefrotec Vet, Speman Vet, Speman forte Vet, Tentex forte Vet

Aquaculture Geriforte Aqua, Himmune, Liv.52 Protec Companion Anxocare, Canisep, Digyton, Erina, Erina EP, Erina Plus, Himpyrin, Immunol, Liv.52 Vet, Nefrotec, Regurin, Scavon

SWOT ANALYSIS Strength:

Himalaya is dedicated to providing the highest quality and consistency in herbal care, the company was awarded an ISO 9001:2000 certificate in 2003. Himalaya is the largest tablet coating unit in the country. Wide range of health care and skin care products suitable for all leaving no side effects. Himalayas products are the very good in Ayurvedic standard.

Weaknesses: Slow promotion strategies Slack has been observed in Ayurvedic industry from recent past. Products are costly and people prefer other cosmetics in relation to it offering the same advantages.

Opportunities Since products are available in wide variety as well as with no side effects, the company has an open market potential. To capture and builds its brand value among people. Company can adopt the acceptable price range of the products.

Threats: There is a stiff competition and low demand for products. Entrance of new competitors, MNCs posting a threat. There is the price war at the global level. Governments rules and regulation can affect the companys progress.

CHAPTER-3

OBJECTIVE OF THE STUDY

OBJECTIVES OF THE STUDY

To assess the market potential To analyse the market competitive forces To understand the monitoring competition To understand market segmentation levels To understand the issue involved in building the brand image of a product like Ayurveda To understand role of advertising in building the brand image Evaluate the options available for HDC with competition intensifying in the market Discuss the Indian alternative healthcare market and Ayurveda in particular.

CHAPTER-4

RESEARCH METHODOLOGY

Research is a systematic and integrated process of collection, interpretation, analysis and presentation for the purpose of gathering of necessary conclusion.

Following are the steps in brief of research methodology:-

A. Data gathering by primary and secondary sources B. Gathered data in integrated C. Integrated data analyzed and interpreted to form conclusion D. Conclusion derived and report is formed E. Presentation of project report

It is essential part and procedure of a project report and is generally conducted for the purpose of finding out the scenario of market segment, consumer perception and where the company is standing and is relevant reputation among the customer.

In this research I have taken the help of primary and secondary data both: Primary Data: The first hand information collected by the investigator through questionnaire or schedules is known as primary data. These observations are collected for the first time for specific purpose. This type of data is very reliable and dependable. For the study primary data was collected through questionnaire and personal interview to gain extensive information and in depth knowledge about the composition system in HIMALAYA HERBAL HEALTHCARE. Secondary Data: The secondary data are based on second hand information. This type of data have undergone statistical grinding, like collected, compiled and presented earlier by other persons for some specific purpose and they might have already both used for their research purposes. The research may use these data for his own study but the

reliability of these data depends largely upon various factors like their sources methods of collecting completeness etc. In this study secondary data was collected through manual of HIMALAYA HERBAL HEALTHCARE after the collection of data editing and changing is to be done. In the present study editing was required for detailed information gathered through manual and reviews coding was used for preparing the main table of different topics covered under compensation system. Then it was essential to primary data in systematic manner to obtain the desired result. I required categorization and classification. The whole information gathered was put into groups unsung statistical device classification vs. usually the process of grouping the observation according to the similarities of attributes and other feature so as to present the mass of dated in a comparable fashion. The main objects of classification therefore are to eliminate the unwanted observation to bring out the similarities dissimilarities of data to prevent the data in a comparisons and finally to enable the researches to draw the inference

SAMPLE SIZE & METHOD OF SELECTING SIZE Sampling:-It is s procedure of obtaining a sample which is a small number or mass of individual for the purpose of representation of entire population. Two types of sampling are followed:-A random sampling and a Systematic sampling. Here for purpose of carrying out the market survey and research of data. I performed sampling where I randomly selected the people and questioned them directly pertaining to the research objevtive. Sample size:-100 individuals as respondents are belonging to several categories like salaried or professional, businessmen and students etc. Forms of Questionnaire:- The questionnaire was closed ended with the provision of choices and the interviewed people had to answer from the choices only. The questionnaire was simple and easy to put.

TABULATION OF DATA After classification of data tabulation was done they was arranged in a compare was in a concise and logical order. An orderly arrangement of data in rows and columns was done it was done to reduce explanatory statement to a minimum to explanatory. Statement to a minimum to facilitate comparison and to provide a base of statistical computations.

ANALYSIS AND INTERPRETATION OF DATA The data was later analyzed and interpreted. Conclusions were drawn on basis of analysis.

PREPARATION OF PROJECT REPORT Thereafter a report of the survey was prepared. The hand written manuscript was typed cheeked and retyped. The primary pages of the report include the title preface certificate and table of contents.

CHAPTER-5

LIMITATIONS OF STUDY

A limitation is the weakness point of the anything like study. Some kinds of limitation are as followed:-

People are not much aware about the products. Sometimes the use of the products does not leave any impact or if leave to a very low extent on the customer. There is a tendency of people to rely more on cosmetics then the ayurvedic products. Ayurvedic industry has been a sleep downfall from the resent past therefore the science in slowing down. It is indeed very sad to know that people are having very little or no knowledge with regards to ayurvedic products and still do not recommend to others or misleading others to buy other products.

There is a lacking of efficient sales and marketing professional team.

CHAPTER-6

ANALYSIS AND INTERPRETATION

ANALYSIS AND ITERPRETATION

Q.1. Are you: S.NO. 1. 2. 3. 4. PARTICULARS Health Conscious Skin care Conscious Both Other NO. OF RESPONDENTS 51 32 09 08 9% 8% PERCENTAGE 51% 32%

60% 51% 50% 40% 32% 30% 20% 10% 0% Health Conscious Skin care Conscious percentage Both Other 9% 8%

Interpretation: It shows that 51% respondents are health conscious which is more than skin care conscious people whose strength is 32% and 9% are conscious about both and 8% respondents prefer as others.

Q.2.Do you use healthcare products S.NO. 1. 2. 3. PARTICULARS Regularly Sometimes Never NO. OF RESPONDENTS 55 31 14 PERCENTAGE 55% 34% 14%

60% 50% 40%

55%

31% 30% 20% 10% 0% Regularly Sometime never respondents

14%

Interpretation: this table shows that 55% of respondents are regularly use healthcare products, 31%of respondents use products sometimes and 9% have never used.

Q.3. Do you apply and use the products on?

S.NO. 1. 2. 3. 4.

PARTICULARS Face Hair Legs and Hands Whole Body

NO. OF RESPONDENTS 40 18 31 11

PERCENTAGE 40% 18% 31% 11%

45% 40% 40% 35% 30% 25% 20% 15% 10% 5% 0% Face Hair Respondents Legs & Hands Whole Body 18% 11% 31%

Interpretation: As people are more concerned about their face they go for facial products i.e. 55% of respondents, 18% are more conscious about their hair and 31% use products on their legs and hands and 11% use ayurvedic product on their whole body.

Q.4. Do you believe in ayurvedic care products for your skin care or healthcare? S.NO. 1. 2. 3 PARTICULARS Yes No Sometimes NO. FO RESPONDENTS 45 38 17 PERCENTAGE 45% 38% 17%

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

45% 38%

17%

Yes

No Responcents

Sometimes

Interpretation: This table indicates that 45% people believe in Ayurvedic products over chemical based products, 38% does not believe in Ayurvedic products and 17% are believe sometimes.

Q.5. Do you believe that modern skin care products leave side effects after span of time? S.NO. 1. 2. 3. PARTICULARS Of Course No May Be NO. OF RESPONDENTS 59 26 15 PERCENTAGE 59% 26% 15%

70% 60% 50% 40% 30% 20% 10% 0% Of Course No Respondents May be 26% 15% 59%

Interpretation: This is indicating the side effects of ayurvedic products in body. There is find that 59% has no side effects of Ayurvedic products, 26% is yes for side effects and 15% are may be.

Q.6. Have you heard the name of Himalaya and availability of its products? S.NO. 1. 2. 3. PARTICULARS Yes No Didnt know NO. OF RESPONDENTS 42 36 22 PERCENTAGE 42% 36% 22%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

42% 36%

22%

Yes

No Respondents

didnt know

Interpretation: This is showing the information about the company. There is 42% are to know about the product, 36% are not aware about the availability of products and 22% are silent.

Q.7. Do you want to know about the products gain?

S.NO. 1. 2. 3.

PARTICULARS Yes No Later

NO. OF RESPONDENTS 47 36 17

PERCENTAGE 47% 36% 17%

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

47%

36%

17%

Yes

No Respondents

Later

Interpretation: This is indicating they want to know about the products gain in relieving disease, 47% shown interest in knowing about the product gain, 36% are not interested and17% ask for later.

Q.8. Do you agree that the company Himalaya has a huge market potential to grow and avail its Ayurvedic products? S.NO. 1. 2. 3. PARTICULARS Huge Sufficient Yet to be achieved NO. OF RESPONDENTS 54 34 12 PERCENTAGE 54% 34% 12%

60% 50% 40% 30% 20%

54%

34%

12% 10% 0% Huge Sufficient Yet to be achieved Respondents

Interpretation: This is showing the Himalayas, market potential to avail the Ayurvedic products. There is view that Himalayas market potential is 54% huge, 34% believes that market potential is sufficient for Himalaya and 12% said it yet to be achieved.

Q.9. Do you agree that today no company is 100% guaranteed about the successful applications of their products? S.NO. 1. 2. 3. PARTICULARS Yes No May Be NO.OF RESPONDENTS 71 20 9 PERCENTAGE 71% 20% 9%

80% 71% 70% 60% 50% 40% 30% 20% 20% 10% 0% Yes No Respondents May Be 9%

Interpretation: This table shows the guaranteed about use of the products i.e. 71% are agreed about the guarantee of the product, 20% does not agreed and 9% are not sure.

Q.10 Which of the following you would like to choose primarily for your health and skin care? S.NO. 1. 2. 3. PARTICULARS Ayurvedic Products Non Ayuevedic Products Both NO. OF RESPONDANTS 52 35 13 PERCENTAGE 52% 35% 12%

60% 52% 50% 40% 30% 20% 13% 10% 0% Ayurvedic Procducts Non Ayurvedic Products Respondants Both 35%

Interpretation: this is indicating the choice of the ayurvedicv/s non ayurvedic products. As now people are bending towards more ayurvedic products, 52% use ayurvedic products, 35% does not use and 13% use both products.

CHAPTER-7

FACTS AND FINDINGS

Facts & Findings

1. More than 51% of people are health conscious as compare to skin care i.e. 32% and 9% are conscious about both things and 8% are finds as others. 2. Today maximum numbers of people use healthcare products regularly, their strength is 55% and 35% of people use sometimes and 14% never use ayurvedic healthcare products. 3. Maximum people go for facial products as they are more concerned about their looks and about 40% use ayurvedic products and they are mostly youngsters, 18% uses hairs products who nave less hair, 31% people use ayurvedic products for their legs and hands, and 11%use for whole body. 4. Today more than 45% of people believe in ayurvedicproducts, 38% still does not believe and 17% belives sometimes. 5. More than 59% of people are believe that modern skin care products leave side effect, 29% dont think so and 15% are not sure. 6. People are using more ayurvedic products, 42% of respondents heard of the Himalaya and its availability of its product, 36% dont know and 22% are silent. 7. More than 47% of respondents want to know about the products gain 8. As ayurvedic medicine are gaining popularity more than 54% believe that Himalaya have huge market potential to grow, 12% thinks that it will achieve more and 34% does not believe so. 9. As people have more health and skin care conscious and they know the using of the ayurvedic products, more than 52% of respondents use ayurvedic products rather than 35% who does not use ayurvedic products and 13% use both type of products. 10. More than 71% are agreed that today no company is 100% guaranteed about the successful application of their products, 20% agree that company have guarantee about their products and 9% are not sure.

CHAPTER-8

CONCLUSION & RECOMMENDATION

Conclusion There is a great market potential for the company Himalaya and is entire range of products to be sold in the market. Since this is indeed true that people are not very satisfied with the use of the present variety of health and personal care products. Therefore, they are relaying on the products as delivered by the company Himalaya and there are delivering equal satisfaction from it also. What I got to know the most that due to immense pollution and scorching heat killing their skin and health, people are more conscious and more skin conscious from the recent past. They do not mind spending a lot more money in parlour to get look beautiful and thus they need to be aware with the company products. So company can builds its great reputation if it undergo aggressive promotion towards sales and consumer awareness.

Recommendations Company should focus on sales promotion and publicity measures such as advertising in TV, newspaper etc. Company should employ best marketing and sales personnel and professional who assist it growing company. Since the market potential is tremendous therefore company should focus on developing customer oriented awareness campaigns and programmes so that they well versed with respect to the company products and their successful benefits. Company should be make a famous ambassador for pushing up the sales and market company products.

Regular training and development should be given with respect to new products being launched and in regard to the market prospect.

 It is also suggested that company should carry out regular updating by the conduct of frequent of market survey on different aspects such as about consumer perception, behavior, market scenario and industy scenario. Company can adopt the simple price policy. They should try to understanding the people about the products feature.

CHAPTER-9

SCOPE OF FURTHER STUDY

SCOPE OF FURTHER STUDY

The scope of further study is to examining the promotional strategies needed by the company to enhance their sales and to study the promotional strategies that are needed by Himalaya to market the inventive products created by Himalaya is the reason behind this study work. This research data is received only from the perspective of the Himalaya customers. The customer will offer the information on the basis of the knowledge of the consumers or on the basis of their thoughts. However, these thoughts and the outputs of the same will differ proportionately when these thoughts of a consumer transform into a collection of thoughts of numerous individuals in numerous ways which impact a company in a big way. The future research works can get this research information from Himalaya managers in addition to the achievement of the data from the consumers of Himalaya company products.

The scope of further study can also be done in the field of job satisfaction i.e. how employee would be more satisfied from his job, what promotional tools can be used to market more herbal products, what company do to encourage customers to inclined towards herbal products to use, further company can done comparative analysis of their products with other companys like Dabur etc. study of more marketing in the rural areas, to research on more ayurvedic medicine on more diseases. Company can also conduct market survey to know about their products can ask customers what kind of product they need.

CHAPTER-10

REFERENCES

REFERENCE AND BIBLIOGRAPHY

Reference

1. Kothari C.R., Research Methodology New Age of International Private Ltd. Second edition, Himalaya Publishing House. 2. Kotler Philip, Marketing Management Tata McGraw Hills, Third Edition. 3. The Times of India, New Growth for Herbal Care January 2010. 4. Business World Himalayas Development to human care, July 2010.

Bibliography

1. www.himalayahealthcare.com 2. www.ayurveda-herbal-remedy.com 3. www.dipp.nic.in 4. www.thehindubusinessline.com 5. www.ciionline.com

CHAPTER-11

QUESTIONNAIRE

Questionnaire

1. Are you? a. Health conscious b. Skin care conscious c. Both d. Sometimes

2. Do you use healthcare products? a. Regularly b. Sometimes c. Never

3. Do you apply and use the products on? a. Face b. Hairs c. Legs and Hands d. Whole body

4. Do you believe in Ayurvedic care products for your skin care or health care? a. Yes b. No. c. Sometimes

5. Do you believe that modern skin care products leave side effects after a span of time? a. Of course b. No c. May be 6. Have you heard the name of Himalaya and availability of its products? a. Yes b. No c. May be

7. Do you want to know about it? a. Yes b. No c. Late

8. Do you agree that the company Himalaya has a market potential to grow and avail its ayurvedic products? a. Huge b. Sufficient c. Yet to be achieved

9. Do you agree that today no company is 100% guaranteed about the successful applications of their products? a. Yes b. No c. May be

10. Which of the following you would like to choose primarily for your health and skin care? a. Ayurvedic products

b. Non c. Both types