Baidhnath Project

Marketing Management
Executive Summery
N.M.D.COLLEGE, GONDIA
Executive summery
The project involves the study of the market position of Shree Baidyanath Ayurvedic Bhawan Private Limited. During the project undertaken the market research was done to know regarding of position Baidyanath Ayurvedic Bhawan against its competitors & the consumer perception towards the Baidyanath Ayurvedic For gathering the information regarding position & perception, fixed number of shop keeper were interviewed form different part of Gondia with the help of questionnaire. During the project undertaken more focus was done on ayurvedic retail shops and big chemist retail shops. The study also gives various promotional tools and methods, which will help the product to capture more market share in near future. As my study is focused on the present position of Baidyanath Ayurvedic this will definitely help the Baidyanath Ayurvedic Bhawan in beating the traditional competitor. Some of the suggestion given by me are implemented by organization and got good response. And in future also it may give value addition.
Objectives
Objectives
The primary objective of the research over Baidyanath is to study the market position of Shree Baidyanath Ayurved Bhawan (p) Ltd. against Its other
competitors in the market dealing in Ayurveda and other herbal products. To analyze the sales and distribution channel management of Baidyanath in Gondia. To study the dealer, retailer perception about Baidyanath in Gondia. To measure the consumer perception about Baidyanath in Gondia.
Scope of Study
Scope of Study
1. The main scope of the study is limited to Gondia city.
Hypothesis
Hypothesis 1. Baidyanath is the trusted name in herbal products in India and acknowledged leader of Ayurvedic established in 1917. 2. Company has played a pioneering role in re-establishing ancient knowledge with modern research and manufacturing techniques. 3. Baidyanath has huge market share in Gondia
Company Profile
Company Profile
One of India's most respected Companies, Shree Baidyanath Ayurved Bhawan (p) Ltd. (Kolkata), popularly known as Baidyanath, is the acknowledged leader of Ayurvedic know-how. Established in 1917, the Company has played a pioneering role in re-establishing ancient knowledge with modern research and manufacturing techniques. AYURVEDA is a 5000 year old Science of health care and herbal treatment. AYURVEDA, is highly effective in common and complicated ailments, assures long term relief and has no side effects. AYURVEDA is now backed by modern scientific research and technologies and provides its gentle healing touch to millions around the world. Ayurveda is a 5000 year old Science of health care and herbal treatment. Ayurveda, is highly effective in common and complicated ailments, assures long term relief and has no side effects. Ayurveda is now backed by modern scientific research and technologies and provides its gentle healing touch to millions around the world. one of India's most respected Companies, Shree Baidyanath Ayurved Bhawan (p) Ltd. (Kolkata), popularly known as Baidyanath, is the acknowledged leader of Ayurvedic know-how. Established in 1917, the Company has played a pioneering role in re-establishing ancient knowledge with modern research and manufacturing techniques.
N.M.D.COLLEGE, GONDIA 10
Shree Baidyanath Ayurved Bhawan (p) Ltd. was founded in 1917 by Late Pt. Ram Dayal Joshi. Its registered office is in Kolkata. To encourage and boost research in Ayurveda, Baidyanath established Pt. Ram Dayal Joshi Memorial Ayurvedic Research Institute at Patna in 1971. Baidyanath awards two lakh of rupees every year for the best research paper or book on Ayurveda. The company has a Government of India approved Research Center comprising of a qualified team of scientists. Baidyanath publishes a number of books on Ayurveda, some of which are used as text books in Ayurvedic Colleges. Ayurved Sar Sangrah a publication containing formulation of Ayurvedic products, is part of the pharmacopoeia, recognize by the Government of India, under the First Schedule of Indian Drug and Cosmetic Act,1940. To encourage research and development, Baidyanath awards a quarter of a million rupees every year for the best work on Ayurveda. Baidyanath also runs an Ayurvedic College, Charitable Hospitals and Dispensaries throughout India. Besides being the manufacturer of the largest range of Ayurvedic Products in the world, Baidyanath's achievements and strengths include : Manufacturer of over 700 Ayurvedic Products 10 manufacturing Centre Number of employees -1,60 Continuously updated centralised R&D facilitie Over 3,500 exclusive showrooms manned by qualified practitioner Over 10,000 distributor Exports to several countries Running Ayurvedic Hospital
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medical
Publishing a monthly magazine--"Sachitra Ayurved" 5 free clinics serving over 300 patients each day Institution of awards for significant research on Ayurveda Running two leading schools in two States of India
FAST MOVING CONSUMER GOODS (FMCG) Fast Moving Consumer goods are the products that are sold quickly at relatively low cost. Through the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, saving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, aithough these are often categorized separately. FMCG products are generally replaced or fully used up over a short period, usually a few days or weeks or months, but within one year. This contrasts with the durable goods or major appliances such as kitchen appliances, which are generally replaced over a period of several years. In Britain, white goods in FMCG refers to large household electronic items such as refrigerators. Smaller items such as TV sets and stereo systems are sometimes termed brown goods.
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Our Mission To be the global numero uno in AYURVEDA and its related spheres by leveraging on our brand equity, vast experience, core knowledge and competence, procurement expertise, modern manufacturing and research capabilities. Market Position of baidyanath Positioning: Positioning is a platform for the brand. It facilitates the brand to get through to the Target Consumers. It is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. Positioning is the act of fixing the locus of the product offer in he minds of the target consumers. NAME OF COMPANY % OF MARKET POSITION OF HERBAL & AYURVEDIC PRODUCT COMPANIES IN THE MARKET 90 87 85 80 75 70 70 9 1
BAIDYANATH VICCO DABUR HIMALAYA EMAMI ZANDU VASU BAN RAM KRISHNA VIDYUT
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MARKET
POSITION
OF
HERBAL
&
AYURVEDIC
PRODUCT
COMPANIES IN THE MARKET
100 90 80 70 60 50 40 30 20 10 0 BAIDYANATH VICCO DABUR HIMALAYA EMAMI ZANDU VASU BAN RAM KRISHNA
Here, we tried to find out the percentage available in the market for the position of herbal & ayurvedic product companies in the market. As we can see from the above information that the Baidyanath is the leader as compare to its other competitors in the market. The Baidyanath has the 90% & the followed competitors are Vicco(87%), Dabur(85%), Himalaya(80%), Emami(75%), and Zandu(70%) as major competitors.
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Products of Baidyanath Baidyanath Herbal Products
Baidyanath Ashokarishta Description: Prevents lack of Libido, Premature, Ejaculation / Sexual Inability, Alterative, stimulant and astringent Used in leucorrhoea, haematuria, menorrhagia and other female complaints
Baidyanath Surakta Description: Toxines in the blood erupt as pimple and acne. While lotions and cream act just skindeep, Baidyanath Surakta roots out these skin blemishes by deeply penetrating through blood. Armed with a battery of highly potent ayurvedic herbs and roots like Anantmool, Ashok Chall, Haritai, Giloy, Manjishta, Neemchaal, Daru Haeidra and Haridra. Surakta server as an alterative, tonic and blood purifier. Surakta tones up the liver and eliminates constipation, there by preventing the formation of Ama (mucus), one of the main causes of blood impurity.
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Baidyanath Vita-Ex Gold Plus Description: Recharge, Reactivate, Refresh your vitality and vigour. Go for Baidyanath Vita Ex Gold Plus. An Ayurvedic product of repute, enriched by Silver and Gold Bhasma. Fortified with additional 14 invaluable potent Herbs increase your pleasure and heightens your happiness for a longer time.
Baidyanath Kesari Kalp Description: Hectic way of life can reduce the necessary nutrients from the body and decrease the system to a run-down situation. A standard diet alone cannot give all the critical nutrients, essential by the system. Baidyanath Kesarikalp is an optimal blend of Gold, Silver, Calcium, Iron, Proteins and Vitamins, apart from Kesari (saffron), Abhraka and Mucuna Pruriens, in a base of Amla (goose berry). Amala is a proven antioxidant, which can neutralize harmful free radicals, with its rich supply of vitamin C. Gold is a well known immune enhancer and Silver an outstanding nervine tonic. Kesari, is an excellent Antioxidant, that can holdup the ageing process and mucuna, an effective aphrodisiac.
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Baidyanath Chyawanprash Description: Nutritive tonic for all age group, recurrent cough & cold, asthma, bronchitis.
Baidyanath Almond Oil Description: Improves brain function, strengthens nerves, protect heart, relives constipation, anti-dandruffF, nourishes skin, good for children.
Baidyanath Brahmi Tel Description Effective in headache , loss of memory, Insanity, mental fatigue, night vigilance and is refreshing to brain.
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Baidyanath Narayan Churna Description: Laxative, carminative and stomachic Useful as purgative in constipation, Stomach, jaundice, anaemia and fistula.
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Research Methodology
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RESEARCH METHODOLOGY
The methodology that was adopted for the study includes both primary source of data as well as the secondary source of data. The methodology of the study can be explained as follows:
PRIMARY DATA: The primary data are those which are collected afresh and for the first time, and thus happens to be original in character. We can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interview.
SECONDARY DATA: Secondary data means data that are already available i.e. they refer to the data which have been already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. In this research work, secondary data collected through the Internet Company manual and booklets Books etc.
Methods of data collection The source of information is generally classified as primary and secondary. According to payline V. Young The source of information can be classified into documentary sources and field sources.
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a) Primary data:The information given / collection by individuals or group constitute primary source. Methods of generating primary data i) Survey ii) Personal interview iii) Group interview iv) Observation v) Questionnaire b) Secondary data: Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or documentary source. Tools Of Data Collection: a) Interview schedule & questionnaire was used as tool for primary source of data collection. b) Interview schedule consist of number of question typed in a definite order or form. Pre-study: After careful study of literature and expert consultation the researcher still may have only a rather vague idea about the critical element in his problem. As pilot study sometimes may be launched as a step preliminary to the form scale
before original study are carried out in order to gain some preliminary information of the main project for this purpose the researcher meet companys personal manager to get the pre knowledge of the subject before conduction actual data collection. Pretesting: Pretesting is the process of an advance testing of study design after the interview schedule has been prepared .The researcher referred books and internet to get prepared literature for this project & report. Processing:Once the collection of data is over the main step top arranged for p[rocessing and analysis of data. So the interview can be made resulting information theories. The first step is editing, is a process of examining the data collection in interview schedule to defect efforts and mission and to see that they are corrected and the schedules prepared tabulations. Tabulation: Tabulation is a process of summarizing raw and display it in compact forms for further analysis. Analysis of data is made possible through tables. These tables are made for different variables and to show relationship with each other. Interpretation of data:Analysis and interpretation are central step in research process. The goal of analysis is to summarize o collected data in such a way that they provide answer to the and triggered the researcher. Interpretation is the research for the broader meaning of research finding.
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Data Analysis & Interpretation
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Which companys Products you sell the most? NAME OF COMPANY Baidyanath Dabur Himalaya Vicco other % OF RETAILORS 53 25 10 10 2
Baidyanath
Dabur 2% 10%
Himalaya
Vicco
other
10%
53% 25%
Interpretation: This question is meant for taking the information regarding the percentage of retailers in Gondia city. From the above response it is found that Baidyanath has large number of retailers as compare to other competitor in above mentioned area.
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What is the Consumers approach towards Products of Baidyanath? RESPONSE Average Good Bad % OF RETAILORS 55 25 20
Average
Good
Bad
20%
55% 25%
Interpretation: This question is meant for taking the information regarding how many consumers approach about Baidyanath in market. From above response it is found that 55 percent of consumers are approaching towards Baidyanath products.
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Are you aware about the adventages of Baidyanath? AWARENESS Yes No % OF RETAILORS 65 35
Low
Ok
High
20% 34%
46%
Interpretation: This question is meant for taking the information regarding how many retailers are aware about the advantages of Baidyanath. From the above response it is found that 65 percent of the retailers are aware about the advantages of Baidyanath.
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What is your perception about price of Baidyanath?? AWARENESS Yes No % OF RETAILORS 25 75
Yes
No
25%
75%
Interpretation: This question is prepared to know about the pricing of Baidyanath. It is found that 75 percent are saying that Pricing of Baidyanath affect the sale.
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Are you satisfied with the distribution channel of Baidyanath? RESPONSE YES NO % OF RETAILORS 80 20
Yes
No
20%
80%
Interpretation: This question is prepared to know about how many retailers are satisfied with the distribution channel of Baidyanath. From the above
response it is found that 80 percent retailers are satisfied with the distribution channel of Baidyanath.
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What is the Perception about quality of Baidyanath? PERCEPTION Excellent Good Average Below Average % OF RETAILORS 30 22 28 20
Excellent
Good
Average
Below Average
20% 30%
28% 22%
Interpretation: This question is meant to know the perception about the quality of Baidyanath. From the above response it is found that 30 percent of retailers are saying that the quality of Baidyanath is excellent.
Findings
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Findings 1. Baidyanath is at top in the market of Herbal and Ayurvedic Products.
2. The company should have the proper distribution channel so that the customer is satisfied with the services of company.
3. Company has to channelise the strong advertisement so the it not only attracted urban people but also to the rural people.
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Suggestions
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SUGGESTIONS
1. Baidyanath is at top in the market of Herbal and Ayurvedic Products, so it has to maintain its position by continuous advertising & promotional schemes to sustain the position.
2. New offer should be offered to the customer so that they attracted towards the product.
3. The Sales People are entitled with the training program to update their knowledge some that they can compete with the other companys product.
4. The company should have the proper distribution channel so that the customer is satisfied with the services of company.
5. Company has to channelise the strong advertisement so the it not only attracted urban people but also to the rural people.
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Conclusion
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CONCLUSION 1. The Herbal and Ayurvedic Products are dominated by Baidyanath, while Vicco is at second place & Dabur is at third place. This shows that the sales and distribution adopted by the Baidyanath are more market oriented & satisfying customer need.
2. The quality of Baidyanath is High in comparison of other product & there is wide range of the brands available with the Baidyanath.
3. Almost all the customers of the Baidyanath are satisfied with the quality of products of company.
4. According to survey most of the customers are aware about the Baidyanath Herbal and Ayurvedic Products.
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Bibliography
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BIBLIOGRAPHY
Marketing Management by Prof. Kelvin Lane Keller
Marketing Management (10 Edition) by Prof. Philip Kotler.
Marketing Management by Prof. Verma & Agrawal.
Company booklet
Websites: www. baidyanath.com www. all about ayurveda.com www. ayurveda.com www. wikipedia.com
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Annexure
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DEALERS, RETAILORS PERCEPTION QUESTIONNAIRE DEALERS, RETAILORS DETAILS: NAME OF THE SHOP: ____________________________________________ ADDRESS: ____________________________________________
1. Do you Sale Herbal and Ayurvedic Products? a. Yes b. No
2. Which companys Products you sell the most? a. Baidyanath b. Dadur e. Other 3. Do you sell the Baidyanath Products? a. Yes b. No c. Himalaya d. Vicco
7. What is the consumers approach towards Products of Baidyanath? a. Average b. Good 5. Are you aware about the advantages of Baidyanath? a. Yes b. No c. Bad
6. How is the pricing of Baidyanath Products? a. Low c. High
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CONSUMER PERCEPTION QUESTIONNAIRE NAME:- ________________________________________________________ SEX: QUESTIONS: 1. Do you use Herbal and Ayurvedic Products? a. Yes [ ] b. No [ ] MALE [ ] FEMALE [ ]
2. Which Companys Herbal and Ayurvedic Products do you use? a. Baidyanath [ ] [ ] [ ] c. Vicco d. Himalaya [ ] [ ]
b. Dadur e. Other
3. Why you use Baidyanath Products? a. Quality b. Brand Name [ ] [ ] c. Taste d. Easy Availability [ ] [ ]
4. Do you aware most of the Products of Baidyanath? a. Yes [ ] b. No [ ]
5. How do you come to know about Products if Baidyanath? a. T.V advertisement b. Friends and Relatives [ ] [ ] c. Newspaper [ ] d. Other way [ ]
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6. Are you aware about the Adventages of Baidyanath? a. Yes [ ] b. No [ ]
7. Does advertisement influence to purchase Baidyanath? a. Yes [ ] b. No [ ]
8. What is your satisfaction level with purchase decision of Baidyanath? a Yes [ ] b. No [ ]
9. Do you feel is Baidyanath is safe for you? a. Yes [ ] b No [ ]
10.
What do you feel great about your Baidyanath when compared to
other Herbal and Ayurvedic Products in the market? a. Price factor [ ] c. Good service d. Quality features [ ] [ ]
b. Brand name [ ]
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Marketing Management

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

COMPANIES IN THE MARKET

Products of Baidyanath Baidyanath Herbal Products

Data Analysis & Interpretation

What is your perception about price of Baidyanath?? AWARENESS Yes No % OF RETAILORS 25 75

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

Marketing Management by Prof. Kelvin Lane Keller

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

Marketing Management by Prof. Verma & Agrawal.

1. Do you Sale Herbal and Ayurvedic Products? a. Yes b. No

6. How is the pricing of Baidyanath Products? a. Low c. High

4. Do you aware most of the Products of Baidyanath? a. Yes [ ] b. No [ ]

6. Are you aware about the Adventages of Baidyanath? a. Yes [ ] b. No [ ]

7. Does advertisement influence to purchase Baidyanath? a. Yes [ ] b. No [ ]

8. What is your satisfaction level with purchase decision of Baidyanath? a Yes [ ] b. No [ ]

9. Do you feel is Baidyanath is safe for you? a. Yes [ ] b No [ ]

What do you feel great about your Baidyanath when compared to

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