INTRODUCTION

Introduction chapter contains

1.1Introduction about the study1.2Objectives of the study1.3Importance and the relevance of the study1.4Scope of the study1.5Limitations of the study

1.1 INTRODUCTION: India with a population of more the 100crores is potentially one of the largest consumer markets in the world. With urbanization and development of economy, brand identity, living style, suggestion and interests of the people changes according to the advance nation. Marketing is about winning this new environment. It is about understanding what consumers wants supplying its more efficiently and more conveniently. The consumer market may be identified as the market for product and services that are purchased by individuals as household for their personal consumption. Pharma is a typical consumer product purchased by the individual primarily for their good health and also for physical fitness and beauty. Different types of Pharma medicine are available in the market and more or less content of all drugs are same. The market of drugs or medicine is facing a cutthroat competition and many companies are floating in the market with their products with different brand names. In such a kind of situation different factors which influence to the people choice for Ayurvedic medicines are mainly doctors prescription, availability at chemist shop, suggestion of chemist, efficiency, quality, images. So, marketing is both philosophy and technology. It is technology because it suggests ways and means for effective production and distribution of goods and services in the market to give maximum satisfaction to the consumer. The marketing manager is responsible for both, determining and suitability of goods and services presented by the company to the market, and also determining about potential market and make better relation with the retailer. In this regard the marketing management with have to apply to marketing technology in the conceptual philosophy of system. It is the process of system analysis in the marketing management for effective research and can be defined as Systematic objective and exhaustive study of tasks relevant to any problem in the field or marketing.

1.2 OBJECTIVES OF STUDY

Primary ObjectiveTo study on sales and promotional system of Himalaya drugs in Patna division.

Secondary Objectives1. To determine the factors which persuade the doctors for prescription of Himalaya drugs.2. To find out the companys position in the Ayurvedic drug market. 3. To find channel of distribution of Himalaya4. To find out the promotional activities in Himalaya.

1.3 IMPORTANCE & RELEVANCE OF THE STUDY The two month project Training is very important for a student of MBA. This type of study gives some practical knowledge to MBA students and practical knowledge is more useful than theoretical knowledge for any one. There is no certain formula for any particular problem but the aim of this study is to develop the ability of decision making. A right decision at the right time itself helps an organization to run smoothly. The training in any organization gives us an idea of different marketing activities and many emphases is given on Promotional Activities Aspect and also it is seen how business is taken tactfully when any problem comes to an executive. The way of problem solving, right decision making and knowledge of different types of marketing activities gives much importance to this study. Though only in 2 months, it was not possible to understand it so deeply but overall ideas would be developed. The market survey was conducted on a study of chemist stores and their Sales & Distribution System for Himalaya drugs, in Patna division, mainly Bihar state.This study was done in Himalaya drug company (Poonam Enterprises, C&F) Patna. The geographical slope of my survey was limited to Patna, Ara and Buxar only. Study aims at relationship between Company Executives and doctors & chemist and why any doctors prescribe for the particular brand.

The survey covers a wide range of activities and factors, which influence the doctors to prescribe for the particular brand and influence chemist to keep and sale the Himalaya drugs. The samples of 50 respondents were taken to represent total retailers of the Himalaya drugs, and the result was in the favour of Himalaya. The validity of the findings of this survey is limited to the period during which the field survey was conducted i.e., two months during 10th of March to 5th May 2010.

1.4 SCOPE OF THE STUDY:

The research work was conducted in different areas in Patna, Ara and Buxar (Bihar) conveniently selecting 100 chemist and 25 doctors. The study was done with the aim of understanding their perception towards the Ayurvedic medicines of the Himalaya Drug Company. The result of the study will help the company to identify the satisfaction level of the customers and demand on various benefits provided and promotional activities adopted by the company. The result of the study will help the company to identify the areas where the company should focus in order to increase their customer base and generate more prescription. The result of the study will help the company to bring out with a new plan and promotional activity which will create a new customer base for the company.

1.5 LIMITATION OF THE STUDY: Although all efforts have been made to study all start of population as compared to the topic of study, universe size and sample size findings of the study will be considered only on the Urban Area and will be applied in Patna, Ara and Buxar only because of the chemist and doctors perception and expectation varies in other place due to socio-economic and educational background. At last but not the least the study will try to find out real depth of the actual position as far as possible. A project is a work that an executive or the personnel does by their efforts in research. There are many advantages that we can easily find and recommend in the company but like all projects this project also have some limitations, such as:- Personal interview :- It consists few questions and answer session, so most of the people avoid it and thats why we get few wrong response in the questionnaire. Field survey :- This method is also a key factor, but generally to that place where it has been done, because the result varies when we change the area. Questionnaire :- Because of the busy schedule and fast life of the of the respondents, most of them do not give the that is needed, so that affects the result as well as analysis. Secondary sources :- Such as company data makes in favour of the company, so problem occurs. Personal visit to the chemist stores :- This is also a good technique, but most of them dont discloses their sale unit and turn over because of the privacy.

The survey suffers from following limitations also:-1. Since the product under study was a health product i.e. medicine which requires a large sample to have a correct study, a sample size of 125 respondents was too small for it. But time & money did not allow researcher to have a large sample. And also to manage a large sample would also be difficult by Researcher alone.

2. Duration of study is also limited for further intensive study.

3. Most stress was given on primary data. As it was difficult to collect Secondary data from doctors & distributors.

4. The sample selected is not purely random sample but it is convenient so that the result of the survey doesnt have any high degree if statistical significance.

5. The results of the survey are based upon crucial assumption Like:-a. The respondents know the right answer to the question put to then.b. They are willing to give the right answer.c. Strictly based on the responses of the Chemist.d. Difficult to ascertain the authenticity of their statement.

It is very difficult to influence and get right answer from old mentality chemist. Region i.e., Urban area therefore the result are applicable to Patna, Ara and Buxar region only these findings may not have much relevance in other regions of different from rest of the country. All the conclusions suggestions & recommendations will be made in the feedback obtained from the survey on the basis of responses given by the respondents.

PROFILE OF HIMALAYA

Profile of Himalaya chapter contains

2.1 Ayurveda an Introduction2.2 History of Himalaya2.3 Company Profile 2.3.1 Overview 2.3.2 Brand Identity 2.3.3 Mission & Vision 2.3.4Chairman Message 2.3.5 Customer Testimonial 2.3.6 Privacy & Quality Policy 2.3.7 Production 2.3.8 Global Strategies 2.3.9 Management Hierarchy2.4 Divisions of Himalaya2.5 Promotional Strategies2.6 Product Profile2.7 Review of Literature2.8 Marketing Strategies2.9 Field Experience2.10 Distribution Channel

INDUSTRY PROFILE:

Infrastructural development and opening of flood gates in the guise of LPG (The Liberalization, Privatization, and Globalization) made a sea changing in drugs Industry. The vast change in the outlook, purchase, living style, health problem and usage of the Indian on various angles to meet the onslaught of this indirect invasion of economy, living style, eating habbit, etc consumer started changing rapidly. This created a havoc not only in the price view but also in the angle of quality, brand name, efficiency, etc. Every concern started Every started changing their approach in price, design, provision of comfort, company concentrating

2.1 AYURVEDA- AN INTRODUCTION: The word 'Ayurveda' comes from the word 'ayur' meaning 'life' and the word 'veda' meaning 'to know'. Ayurveda means 'the science of life', and is a medical system practiced in India, Sri Lanka and Nepal. Ayurveda's mythological origins, though, are attributed to the Indo-European Nasatya or Aswins, twin physicians of the gods of the ancient Indo-European pantheon. Four thousand year old references to the Nasatya are found in the now extinct, Hurrian and Hittite languages in Turkey, and in the Sanskrit language in India. Ayurveda is considered the upaveda or accessory Veda to the Atharva Veda. The four Vedas are the world's oldest literary documents in an Indo-European language. A classic ayurvedic text, that parallels the time frame of the Atharva Veda, is the Charaka Samhita. Written in the Indus Valley area around 1000 B.C.E. (Before the Common Era) in Sanskrit, it is a treatise on general medicine. This strongly suggests the probability that ayurveda, though of pan Indo-European origins earlier, had begun to evolve into a distinct entity within the subcontinent by the first millennium B.C.E. Ayurveda's lasting influence in the non Indo-European sphere began after the rise and spread of Buddhism in the 6th century B.C.E. Buddhist monks introduced Ayurveda to China, Tibet, Korea, Mongolia and Sri Lanka, leaving a lasting legacy in their medical systems. More recently, the German translation of an ayurvedic text that dates back to less than 1000 B.C.E., the Susruta Samhita, contributed to modern medicine the discipline of plastic surgery. Susruta mentions eight branches in ayurveda - General medicine, Surgery, ENT and Eye diseases, Toxicology, Psychiatry, Pediatrics, Gynecology, Sexology and Virility. The Himalaya Drug Company, since 1930, has blended ayurvedic expertise with modern medical research methodology, to extend the science of ayurveda to produce scientifically verified herbal solutions.

2.2 HISTORY OF HIMALAYA: Eighty years ago, on a visit to Burma, Himalayas founder, Mr. M. Manal, saw restless elephants being fed with a root to pacify them. The plant from which this was taken is Rauwolfia serpentina. Fascinated by the plant's effect on elephants, he had it scientifically evaluated. After extensive research, Serpina, the worlds first anti-hypertensive drug, was launched in 1934. This legacy of researching nature forms the foundation of Himalayas operations. Himalaya uses the tools of modern science to create pharmaceutical-grade ayurvedic products. We have pioneered research that has converted Ayurvedas herbal tradition into a complete range of proprietary formulations dedicated to healthy living and longevity. Today, these products have found acceptance with medical fraternities and serve the health and personal care needs of consumers in 67 countries. ISO 9001: 2000 certification awarded for design, manufacture and marketing of herbal health care products. . Himalaya celebrates seventy-five years.

2.3 COMPANY PROFILE: The Beginnings . . . making of an Indian multinational

The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5,000 year old system of medicine. This included referring to ancient ayurvedic texts, selecting indigenous herbs and subjecting the formulations to modern pharmacological, toxicological and safety tests to create new drugs and therapies. Eighty years ago, on a visit to Burma, Mr. Manal saw restless elephants being fed with a root to pacify them. The plant from which this was taken is Rauwolfia serpentina. Fascinated by the plant's effect on elephants, he had it scientifically evaluated. After extensive research, Serpina, the world's first anti-hypertensive drug, was launched in 1934. The legacy of researching nature forms the foundation of Himalaya's operations. Himalaya has pioneered the use of modern science to rediscover and validate ayurveda's secrets. Cutting edge technology is employed to create pharmaceutical-grade ayurvedic products. As a confirmation that Himalaya is dedicated to providing the highest quality and consistency in herbal care, the Company was awarded an ISO 9001:2000 certification in 2003. Since its inception, the company has focused on developing safe, natural and innovative remedies that will help people lead richer, healthier lives. Today, Himalaya products have been endorsed by 300,000 doctors around the globe and consumers in 67 countries rely on Himalaya for their health and personal care needs.

AYURVEDA AT HIMALAYA: Ayurveda or the 'Science of Life' is an ancient, holistic system for diagnosis and treatment, perhaps the oldest system of medicine known to humanity. Fundamental to Ayurveda is the use of well-balanced combinations of plants and other agents in synergistic formulas. At Himalaya, we have pioneered the use of modern science to rediscover and validate Ayurveda's secrets. We employ cutting edge research to create pharmaceutical-grade Ayurvedic products. Natural, effective and safe, these products have helped thousands of people live healthier, richer lives. Our focus is on wellness; on helping people get healthy and stay healthy. At Himalaya, research begins with raw herbs chosen from traditional texts and from observations and experiences of indigenous plants. Our team of herbalists study texts, both traditional and scientific, exhaustively for relevant data. A few herbs of promising activity are short-listed. Polyherbal formulations of these short-listed herbs are made in order to provide a wider scope of pharmacological and cosmetic activity. Multicentered, double-blind trials according to WHO criteria further assist in scientifically validating the formulations. In the 1930's, Himalaya developed a pioneering experimental herb farm, which grew rare endangered herbs for commercial use. The company today has in addition to this an unparalleled database of dedicated herb suppliers, an herbarium, an agrotech division and a nursery. The standardization of herbal medicine is a more daunting challenge than the processes used for allopathic medicine. The tabletting of ayurvedic medicine is more arduous, with multiple granulating, processing and coating variables. Today, Himalaya's manufacturing unit has the largest coating capacity in Asia. Researching Ayurveda and capturing its benefits in formulations, has been the hallmark of Ayurveda at Himalaya. 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.

2.3.1 OVERVIEW: Himalaya's commitment to the community is part of our core values. Our mission is to make a positive difference to the communities in which we operate.

We believe that every human being has a fundamental right to a good quality of life. This involves access to health, education, a clean environment and freedom from poverty.

Through our several community initiatives, which include programs aimed at ensuring better health, education, sustainable development and economic empowerment, we do our best to bring happiness to the lives of people who are marginalized and poor.

Our social philosophy is very simple - if we want to prosper as a business we need to ensure that the community prospers with us. By investing in the community we are investing in our business.

2.3.2 BRAND IDENTITY:The promise of health, well-being and a prescription for good living 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.

OUR 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. Our logo is a visual definition of our brand identity. The leaf that forms the crossbar of the letter H evokes our focus on herbal healthcare. The teal green of our logotype represents our proximity to nature, while the orange is evocative of warmth, vibrancy and our commitment to caring. Everything that carries our logo is accompanied by the high quality that has always been the Himalaya hallmark. The Himalaya brand carries with it the promise of good health and well-being. It is our endeavor to ensure that our logo becomes the symbol of a promise delivered.

2.3.3 OUR 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. Nothing less is acceptable.

OUR VISION: Put Ayurveda on par with modern medicine.

2.3.4 CHAIRMAN MESSAGE: It all began in 1930 with his mother's pawned bangles. A young man with a very curious mind pondered the idea of presenting herbal medicine in a contemporary form. He spent his days riding his bicycle through the forests and learning about herbs from the local healers. He knew he must scientifically prove that herbal medicines do work. He also wondered how to make an herbal tablet. He was advised to add kerosene to the powdered herb to help the tablet keep its form. And he tried it too, only to quickly realize that he had been tricked! He continued his efforts on his hand-operated tablet-compressing machine. At night, his shoulders would ache after struggling to manually produce a few hundred tablets, one tablet at a time. Simple as it may sound, the reality was that in his time this had never been done. I sit here today, billions of tablets later, amazed by the man who started it all: my legendary father. Eighty years later, Himalaya has spread its wings to several parts of the globe. With offices in Bangalore, Dubai, Grand Cayman, Houston, Johannesburg, Riga and Singapore, we are on a roll. It is our vision to make Himalaya a household name, a trusted head-to-heel brand providing scientifically researched herbal solutions for the entire family. Indeed, brand Himalaya has substantially increased its visibility in several important markets globally. We will continue to build on this foundation. Despite our global ambitions, our commitment to our core values remains strong. We will continue to operate our business with the highest ethical standards set by my father. We will be honest and truthful in all our dealings. As I have said before: Each person who comes in touch with Himalaya must be delighted with his or her experience. Nothing less is acceptable. With your help and support, I am confident that Himalaya will continue to make history in the next seventy-five years. Thank you for being a part of this incredible journey.

Meraj ManalChairman2.3.5 CUSTOMER TESTIMONIAL:

Mrs. T Flack from South Africa, who recently visited India, is now a big Himalaya fan! She wrote Himalaya from Africa. "I was recently in India, where I came across your products, specifically the facial and hair care products. I was immensely impressed with everything I used, even to the point that I wouldn't get on the plane when leaving India, as they didn't want to allow me to board with the Himalaya products I'd bought at the duty free shop. They eventually allowed me to carry it onto the plane." Himalaya's Mud Pack gets kudos from Bali. Ms. Winny from Indonesia writes .. I' am writing from Bali, Indonesia. I tried Himalaya's Mud Pack for the first time and the result is WONDERFUL. It makes my skin soft from the very first use!Thank you so much Himalaya! Himalayas shampoo is a hit with Mr. Khan from Mumbai, India. Well I am using Himalaya shampoo (dry and damaged hair) and I must say it is one of the best shampoos. My hair is much better than before, more silky and soft. ` A lovely note from Mr. Harold from Tamil Nadu- Hello and Greetings to you, I am now in India and for the past few months I am using different products from Himalaya, and I feel better and comfortable with it, not only me, now my family and my friends are also using the Himalaya ProductsThank you and I am very happy to be a part of Himalaya.

Ms. Sabeena from Malaysia made our day with her fantastic feedback I've tried Himalaya products and I'm really happy -especially the dandruff shampoo. It really works! Im also using Himalaya skin care products daily...and nowadays I promote these products to all of my friends and they are also satisfied with the products. A wonderful letter from Yukari Sugioka, a customer from Japan really made our day! I am writing from Japan. I went to India about 2 months ago and bought Himalaya shampoo and some stuff. I and my sister are huge fans of Himalaya since we started to use it. We really love to use Himalaya products especially the shampoo!! My hair is completely changed, so nice and soft. I never felt like that before!!!So I would like to get Himalaya's product if I can from Japan...I don't mind even if a little bit expensive..,,,coz I can't go to India soon. Mariana Lubich tells us about how our product Rumalaya helped her- Before everything I would like to express my high appreciation as a patient for your products, especially Rumalaya and Gasex. Rumalaya Cream seems to be a miracle. It helped me with my sciatica-like pain and with my feet with fallen arch. Ms. Dannielle Louise Raine from the UK tells us about our lovely body cream- On a recent trip away I picked up some of your body cream. It was in an upright bottle with a green lid. It's for extra dry/winter skin. I suffer from dry skin and it is the BEST product I have found for it. We received a great review on Diabecon from Mr. Gopi in Canada- Diabecon tablets worked wonders on my Type 2 condition. I am free from Metformin which I was on for some 2 1/2 years. And these results showed itself just after 2 weeks of Diabecon consumption; it's now some 5 weeks since I started on Diabecon although Metformin worked pretty well, Diabecon worked that much better and I am completely free from Metformin, a prescription medication in most parts of the world. Annika Olsson from Australia wrote to us about Himalaya's protein shampoo- I recently returned from a trip to India which was where I discovered your products. I love them!! I bought lots of things including several bottles of your Protein shampoo with Chickpea and sesame, it is absolutely incredible. For my long hair to be so soft and beautiful even without using a conditioner is great. I have also had trouble with my hair falling out and getting thinner but using this shampoo I can see the re-growth. The revitalizing hair oil has also been excellent....Thank you for your great products. Cynthia from Kerala, India tells us how the whole family is Himalaya user- I recently had a son and have been using Himalaya's Bonnisan for him. He is very happy and healthy because of it. My mother was suffering from a severe backache and I applied Rumalaya gel and she found relief within an hour. My own toothache problem was solved because of Himalaya Dental Cream. From then, we use only Himalaya products like Baby soap, Baby Oil etc. We are all very happy with your products. Gayatri Nair from Cochin, India, gives Himalaya's Hair Loss cream a fantastic feedback- I'd like to congratulate and thank Himalaya for its wonderful Hair Loss Cream. I had lost around 80% of my hair due to straightening. I tried everything from shampoos to oils, but it was all in vain. Himalaya was the last shot and it showed results in about 3 days time!!! Mrs. J from Florida , USA, wrote to us about her husband's experience using HeartCare- My husband's cardiologist was concerned about his cholesterol and wanted to put him on prescription medication. We made a deal- he would use HeartCare for 6 weeks and if the cholesterol dropped, we wouldn't put him on any medication. His cholesterol dropped 30 points and gradually dropped another 20 points where he has stabilized. In 6 week's time, the cholesterol dropped from 239 to 179. Amazing results! Dr. Satish, from Mysore, India, tells us about her experience using Himalaya Baby cream for her son- My 5-month-old son had some skin problems. I tried all sorts of applications including steroid creams. But the problem kept recurring. When I came across your Baby Cream product, I started using it. Now my son has no skin problems! Touchwood! Thanks Himalaya! Mr. Saxena, from UP, India, wrote to us about his wife's severe arthritic pains and how Shallaki made a difference My wife had been suffering from arthritis of the knee for a long time. We consulted several doctors and she was put on heavy medication. The pain would subside whilst she was on medication but would surface the moment she discontinued. The pain had left her virtually immobilized. Someone then suggested that she try Himalaya's herbal product, Shallaki. After using the product for two months my wife had tremendous relief! I have since been recommending this product to my friends!

2.3.6 PRIVACY POLICY: At The Himalaya Drug Company, we respect every individual's right to privacy. Our relationship with you is our most valuable asset and is the very basis of our name and reputation. We understand the importance you place on the privacy and security of information that personally identifies you or your account information. We refer to and treat this information as "personal information". We do reserve the right to disclose or report personal information in limited circumstances where we believe in good faith that disclosure is required under law, to co-operate with regulators or law enforcement authorities, or to protect our rights or property. We use personal information in ways that are compatible with the purposes for which we originally requested it. For example, we will use the information you give us to process your requests and transactions, to provide you with additional information about products and services, or to evaluate your financial needs. To do so, we may share personal information with an agent or affiliate. We limit the collection and use of personal information to what is necessary to administer our business and to deliver superior service to you. This may include advising you about our products or services, those of our affiliates, and other opportunities that we believe may interest you. To serve you better, we may combine information you give us on the Web or through other channels. When we share personal information with an agent or affiliate, we protect that personal information with a strict confidentiality agreement. Companies that we hire to provide support services or act as our agent must conform to our privacy standards. Himalaya corporate policies require that employees with access to confidential customer information may not use or disclose the information except for business use. All employees are required to safeguard such information, as specified in their confidentiality agreements with Himalaya. On occasions, we may assist a company that is not affiliated with Himalaya in providing or offering a product or service to you. In such circumstances, marketing materials will include instructions on how you can request not to receive those communications in the future. In all cases, your personal information is protected by a strict confidentiality agreement. We do not allow any nonaffiliated company to retain your personal information longer than necessary to provide the product, service, or information, unless you affirmatively grant us permission to do so. We continue to evaluate our efforts to protect personal information and make every effort to keep your personal information accurate and up to date. If you identify any error in your personal information or need to make a change to that information, please contact us and we will promptly update our records.

QUALITY POLICY: Developing safe and proven pharmaceutical-grade herbal health and personal care products. Maintain international quality standards and secure India's rightful place in the global economy by consistently meeting or exceeding customer expectations. Quality Performance is a commitment to excellence by each Himalaya employee. It is achieved by teamwork and a process of continual improvement. Our attachment to Himalaya is total; our commitment to its values, complete. Each person who comes in touch with Himalaya must be pleased with his or her experience, nothing less is acceptable.

HIMALAYA PURE HERBS: Himalaya Pure Herbs is a range of individual herb extracts. The actions of these extracts benefit the body, irrespective of the individual's body constitution, state of health and metabolic functions. Everyone can benefit from the goodness of these herbs, irrespective of age, sex, body type or other health related factors. The herbs that feature in the pure herb range have remarkable benefits. The Himalaya Pure Herbs Range delivers to you, a herb in a capsule, with all its attendant benefits. While it may have a therapeutic and nutritive value for a weakened body, its primary action is to stimulate or ameliorate particular organic functions. Its action has benefits both in good and ill health. It works to help you stay healthy.

Himalaya USA Pure Herbal Blend

Himalaya Pure Herbs is a range of individual herb extracts. Each Pure Herb is the result of strict monitoring from the farm to the lab. At the lab, Himalaya's proprietary techniques are used to extract the optimum value of each herb. This is followed by rigorous tests by R&D team for potency and consistency.

2.3.7 PRODUCTION: Today, the company has created a state-of-the art Research and Development facilityat Bangalore, that is one of the best available, for traditional medicine anywhere in the world. Over 40 qualified doctors and scientists are constantly at work, developing and evaluating new drugs and therapies. Himalaya produces quality polyherbal formulations. 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 the Company prides itself on being environment friendly. As part of the environment control system, it had installed a modern effluent treatment plant long before regulations mandated it. A highstress on quality, several quality circles and special project teams working on Total Quality Management (TQM) projects make quality a way of life in Himalaya. The 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 bottles of liquids annually. This enables Himalaya to produce phytopharma ceuticals with uniform levels of batch-to-batch consistency. This ensures that the customer gets the same high quality product regardless of where it is purchased. Location: Bangalore 40 scientists are constantly working for new development. The principles of Good Manufacturing Practices (GMP) are rigorously followed. Special project teams working on Total Quality Management (TQM) projects make quality a way of life in Himalaya. Fully automated.

LOCATION: Company has different manufacturing units at Bangalore, Dehradun, Delhi, etc. The headquarter is at Bangalore senior managers of different segment such as sales, training department, product management team, manufacturing, distribution, administration, recruitment controls the overall process.

2.3.8 GLOBAL STRATEGIES: Meraj Manal, chairman of the Bangalore-based Rs 500 crore Himalaya Drug Co recently bought out all the other partners and made it a subsidiary of his Cayman Island based Himalaya Global Holdings (previously known as MMI Corporation). Ravi Prasad, president and CEO of the Indian company and S.K. Mitra, executive director, research and development, have also now become board member of HGH. "Given that the group's overseas operations are growing rapidly over the past decade, we felt the need to provide strategic direction to the various international hubs, streamline decision-making and standardize processes globally," says Prasad. The new roles of executive directors for HGH will involve management of the company's business interests worldwide, he adds. "The directors will assist in the development of global strategies and in guiding the future of the company, overseeing both corporate and R & D functions, while working closely with the Chairman." Meanwhile, with an eye towards increasing its acceptability with the consumers, the company's first step in India has been to restructure the pharmaceutical division, which accounts for 60 per cent of the company's revenues. This has now been carved into three new strategic business units and its team strength has increased from 600 to 1,000 people. According to Philipe Haydon, chief operating officer, pharma division, the new business units have been formed with the aim of providing greater structure to the company's wide range of pharma products and for the equitable distribution of the marketing force. "This has been done because of the company's growing base and the changing market needs," explains Haydon. "The product portfolio with around 35 products was becoming too large to be managed by a single division." It was also felt that this new structure will enable the company to give greater focus to brands like Cystone (for treating urinary tract infections) and Rumalaya forte (an anti inflammatory analgesic) and some others, which, the management feels, have the potential for great success like its liver formulation and flagship brand Liv.52, Haydon adds. The three new divisions called Zenith, Zandra and Zindel will be segmented on the basis of the different types of products and the doctor segments that they address. For instance, Zenith will target ENT specialists and paediatricians, along with general physicians and surgeons, Zandra will target gynecologists, orthopedists and dermatologists. The Pure Herbs range and baby care products, which were earlier part of the personal care division, have now been brought under the pharma fold. They will come under the Zindel unit, which will target general physicians and paediatricians. With this restructuring, Himalaya is looking at a 30 per cent annual growth in Zenith and Zandra and a 40 per cent growth in Zindel. Apart from its pharma business, the company's forays include personal care & consumer products and animal health products.

2.3.9 MANAGEMENT HIERARCHY: Divisional Business Head: Business head is responsible for formulation of company strategy for his division and deciding a desired sales target. General Manager (GM): GM is responsible for strategy formulation and achieving desired sales target. All SMs of the country reports to GM. Sales Manager (SM): SM is generally head of 4 to 5 states of his division. All ZM of those particular states reports to the SM. Zonal Manager (ZM): ZM is the head of any particular state. He is responsible for implementation of formulated strategies in his zone. He is liable to modify or design new strategies depending on local conditions. Approx 5 to 7 regional manager works under ZM and they are liable to report to him. Regional Manager (RM): RM is responsible for implementation of company strategy and sales to 5 to 6 districts of his region. Approx 6 to 8 representative i.e. MR, PSO, BM reports to RM.

2.4 DIVISIONS OF HIMALAYA :Himalaya's products can broadly be categorized into three main divisions (ranges), viz: Pharma Division (Pharmaceutical) Zenith Liv 52 Cystone Bonnisan Syrup Confido Tentext Forte Purim Geriforte tab. & syrup Zandra Zindel Zeal Zara Hospital Division Vet nary Division (Animal Health) Consumer Division (Personal Care)

PHARMACEUTICAL RANGE: Health maintenance Eye Cardiac and skin care Immune booster Cough control

MEDICINAL RANGE: 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 Men's Health Women's Health General Health

Himalaya has used its wealth of knowledge and research, in natural herbal remedies, to formulate a range of personal care products that cater to daily health needs. This range offers the goodness of natural solutions for daily use by the complete family. The use of natural ingredients in personal care products has been practiced since time immemorial, leading to increased use of herbs with a curative value. Modern research proves that herbs while being effective are also mild and soothing. Launched in 1999, Himalaya Herbals is a range of natural herbal personal care products spanning Health Care, Oral Care, Hair Care, Skin Care and Baby Care. The range comprises of fairness cream, soap-free face washes, facial cleansers, face toners, moisturizers, soap-free shampoos, conditioners, hair-loss control, weight control, pimple control, foot care, multi-purpose creams, skin nutrients, dandruff control, anti-stress, digestive health, pain relievers, cough & cold relievers, oral care and baby care products.

2.5 PROMOTIONAL STRATEGIES: Doctors meet programme (DMP) Reward Programme: Cash & Gift Pack Doctors kit to passing out students of Ayurvedic medical college Gift to Doctors Gift to chemist on achieving a target sales Special gift for core doctors Seasonal promotional activities Special promotional campaign on special occasion, focused on specific medicines As for example: World kidney day (11th March), mothers day, etc. Sponsoring for special events

Doctors Meet Programme (DMP): Himalaya organizes Doctors Meet Programme generally once in a month. The doctors are invited for a dinner (party) in a good hotel or some good location. The executives of the Himalaya meet with the doctors and they try to know their requirement. A PPT presentation is given to doctors on a very few products. All the aspects of the product is defined by a panel of experts and well trained executives. In the DMP doctors were presented with some special gifts. The special focus were given on the core doctors.

Reward Activities: The Himalaya uses to doctors kit or some special gift to the top 3 rank holders of the Government Ayurvedic Medical College of Patna.

Gift to Doctors: Himalaya present gift to doctors to motivate them for more prescription. They give special focus on their core doctors to keep them motivated and loyal for the Himalaya. On achieving a fixed target they will be provided by a special gift from the Himalaya. 2.6 PRODUCT PROFILE: Pure Herbs, the pure and concentrated strength of a single herb in the right measure, stimulate & improve body functions. The actions of these extracts benefit the body, irrespective of the individual's body constitution, state of health and metabolic functions. Everyone can benefit from the goodness of these herbs, irrespective of age, sex, body type or other health related factors.

The Pure Herbs range comprises of the following: Amalaki: Useful in treating cough, cold, sore throat and respiratory tract infections. It protects cells from free radical damage and is an excellent anti oxidant. Arjuna: This herb improves blood circulation and is used as a tonic for the heart. Ashvagandha: Commonly known as Winter Cherry, this herb acts as an ant-stress agent that imparts a sense of well-being and helps in coping with life's daily stresses. Brahmi: A well-known herb that helps in improving general alertness. Karela: Commonly known as Bitter Gourd, it is known to aid in the metabolism of carbohydrates. Lasuna: Commonly referred to as Garlic, Lasuna helps in controlling the excess conversion of lipids and cholesterol. Neem: A popular herb, Neem has anti-bacterial, anti-fungal and blood purifying properties. It is very useful in skin disorders and helps maintain a healthy, beautiful and glowing skin. Shuddha Guggulu: It regulates fat metabolism and helps remove excess cholesterol from the body. Shallaki: This herb treats joint problems. Tagara: It has mild sedative properties, which are useful for insomnia and sleep disorders. Triphala: A digestive aid compound and a bowel cleanser. Tulasi: It has anti-microbial and anti-inflammatory properties, and is useful in respiratory tract infections like dry or wet cough, cold and sore throat. Some of the other well known products are Abana, Cystone, Gasex, Geriforte, Rumalaya, Diabecon, Mentat, Koflet, Himcolin, Septilin, Pilex, PureHands, Liv.52, Bonnisan, Himplasia, Menosan, Reosto, Tentex Royal, etc. After extensive work on the formulations and related clinical research, Himalaya introduced Menosa n, a herbal non-hormonal product for menopausal women, Reosto, a comprehensive therapy for osteoporosis and Himplasia, a unique product for benign prostatic hyperplasia, a new dimension in BPH management.

PRODUCTS:

Cystone prevents supersaturation of lithogenic substances, controls oxamide (a substance that precipitates stone formation) absorption from the intestine and corrects the crystalloid-colloid imbalance. Cystone inhibits calculogenesis by reducing stone-forming substances like oxalic acid, calcium hydroxyproline, etc., and causes their expulsion by micropulverization. Cystone causes disintegration of the calculi and the crystals by acting on the mucin, which binds the particles together. Cystones antimicrobial activity is beneficial in the prevention of urinary tract infections associated with urinary stones and crystalluria. Cystones antispasmodic and anti-inflammatory activities relieve ureteric colic and alleviate symptoms of painful and burning micturition.

IndicationsCystone tablets / syrup are useful: Effective in both prophylaxis and treatment of adult and pediatric urolithiasis: Oxalate stones Phosphate stones Uric acid and urate stones Infection stones Crystalluria Prevention of post-lithotripsy recurrence

As an adjuvant in: Chronic urinary tract infections Non-specific urethritis including dysuria Burning micturition Hyperuricemia

Prominent among Himalaya brands is Liv.52, a liver formulation, which is also the flagship brand of the company. Every one-third of a second, one unit of Liv.52 is bought somewhere in the world. It is ranked number one in the hepatoprotective - lipotropic segment and number four among all pharmaceutical products in India. (ORG Marg, July 2003). Liv.52 celebrates fifty years in 2005. Liv.52 is a typical example of innovation at Himalaya. The research team was given the task of finding a natural remedy that improved liver function, which was a great concern to many people at that time. Dr. Roshan Captain was made head of Himalaya's R&D in 1950. During the 1950s, several coded liver formulations went on trial and one of them, coded 52, was responsible in remarkable recovery from hepatitis. This led to wider product testing, which is the hallmark of Himalaya's operations. Tests in different parts of India with formula 52 showed significant improvement in liver functions. There was a great demand for samples of formula 52 from doctors who conducted the trials. Mr. M. Manal, Himalaya's founder, made Liv.52 the brand name to aid doctor recall. Liv.52 soon became the signature brand of Himalaya, one of India's top ten sellers, and one of the world's most enduring phytomedicines, currently registered in over 25 countries.

Talekt, a phytopharmaceutical formulation, is recommended for various skin disorders such as disorders of sebaceous glands, bacterial infections of skin, infective and allergic dermatitis, systemic mycoses, parasitic infections, and psoriasis. Talekt enhances the immune response to prevent repeated relapses. Talekt is safe for short- and long-term treatment. Indications Disorders of sebaceous glands: Infective and non-infective acne vulgaris Seborrhea Rosacea Bacterial infections of skin: Furuncles, carbuncles Paronychia Dermatitis: Infective Allergic Systemic mycoses: Ringworm Candidiasis Parasitic infections of skin: Scabies Pediculosis Papulosquamous disorders: Psoriasis

The antistress, adaptogenic properties of Geriforte retard degenerative changes and accelerate cellular regeneration and repair. Geriforte's antioxidant action scavenges free radicals and its immunomodulatory activity enhances body immunity. Geriforte helps delay the physiological changes associated with aging, revives physical capacity, raises the threshold of fatigue and promotes well-being. Geriforte facilitates respiratory functions, and assists cardiovascular functioning by improving circulation and reducing raised lipid levels. Geriforte regulates fat and carbohydrate metabolism, and improves appetite, digestion and assimilation. Geriforte rejuvenates the entire body system and retards the skin changes associated with aging. It is available as tablets and a syrup.

Geriforte is useful when used: As a daily health tonic Geriatric stress Generalized anxiety disorders, stress related anxiety and occupational stress Adjuvant during prolonged illness and convalescence

In 1972, continuing its tradition of introducing safe and natural remedies, Himalaya launched Bonnisan, a natural pediatric digestive tonic. A formulation based on years of research and clinical testing, the product found wide acceptance among doctors and mothers alike. The sweet tasting tonic became a trusted part of a baby's growing up. Bonnisan has carminative and digestive properties, which relieve symptoms of colic in gastrointestinal disorders in infants and children. Bonnisan helps infants and children gain weight adequately. Bonnisan helps restore the normal physiological functions of the digestive tract, acts as an appetizer, and ensures health and well-being. Bonnisan liquid is useful: As a daily health supplement to prevent common digestive complaints of infants and children, and to promote healthy growth For the treatment of relief of digestive complaints in infants and children.

2.7 REVIEW OF LITERATURE:

Economists have divided all industrial and economic activities into 3 main Groups viz., primary, secondary and tertiary. Primary activities include agriculture, Fishing and forestry. Secondary activities cover manufacturing and construction and Tertiary activities refer to the services and distribution. Daniel Bell, in his book The Coming of The Post- Industrial Society called this period of dominance by the service sector as the post- industrial society. According to him If an industrial society is defined by the quantity of goods as marking a standard of living, the post- industrial society is defined by the quality of life as measured by the services desirable and possible for everyone. The term service is rather general in concept and it includes a wide variety of services. There are the business and professional services such as advertising, marketing research, computer- programming legal and medical advice.

MARKET SEGMENTATION:

Market for most of the goods is heterogeneous and is not homogeneous. Market consists of buyers who differ in many respects. Two potential buyers of a product are never identical in all respects. They may differ from one another in their wants purchasing power, geographical locations, buying habits, in using the products, motives for buying and so on. All consumers (doctors and chemist), therefore cannot be satisfied with the same product. If the marketing management analyses it as a whole market, the maximum benefit cannot be attained. Hence, proper analytical study of market is essential which can be achieved by dividing the whole market into mini sub-markets. On the basis of their distinctive characteristics of the buyers who constitute the market. Each such submarket is known as a market segment. According to Philip Kotler, market segmentation is The act of dividing a market into distinct groups of buyers who might merit separate products and / or marketing mixes. Markets can be segmented on the basis of population, age, income, occupation, education, sex, degree of urbanization, need, demand. Different companies are adopting different strategies to different market segments. Market segmentation is necessary to successful marketing strategy. William J. Stanton states that Market segmentation consists of taking the total, heterogeneous market for a product and dividing it into several sub-markets or segments each of which tends to be homogeneous in all significant aspects. Cundiff and Still states that Market segments are grouping of consumers according to such characteristics as income, age, degree of urbanization, race, or either classification, geographical location, or education. R.S. Davar states that Grouping of buyers or segmenting the market is described as market segmentation.

IMPORTANCE OF MARKET SEGMENTATION:

Provides various types of information that are useful in product development, marketing research and valuation of marketing activities.

Canalizes money and effort to be most potentially profitable segments of the market.

Designs the products which truly parallel the demands of the market.

Facilitates the preparation of sound marketing program.

Gives information with regard to a major trend in a swiftly changing market with a view to take advantage of it by preparing the products to the expected changes in the market.

Determines the most effective promotional appeals for the concern.

Chooses advertising media more wisely and determines the proportion of amount which should be allocated to each media.

Corrects the timing of the advertising efforts so that they are heaviest during those periods when responses likely to be at its peak.

Helps the manufacturer to face the competition effectively.

Helps the producer to determine and compare the marketing potentialities of the products.

Helps the producer to understand the demographic market information and to apply it in scores of new and effective ways.

REQUIREMENTS FOR SUCCESFUL SEGMENTATION:

Substantiality: It refers to the size of the various market segments Accessibility: To be an effective and successful segmentation, the segments should have the feature of accessibility. Measurability: The main aim of market segmentation is measuring the changing behaviour patterns of customers i.e. to recognise the change in behaviour of doctors towards the company product, change in their prescription and prescription generated by them. Nature of demand: It refers to variations in demand among various market segments. Formulation of effective programmes: The market segmentation should be made in such a way that effective programmes can be formulated for attracting and serving various segments. Difference in response rates: If various segments respond similarly to a marketing mix, there is no need for developing a separate marketing mix.

SEGMENTATION OF CONSUMER MARKETS:

The consumer market can be segmented on the basis of population, age, sex, income, education, occupation, religion, degree of urbanization. According to Philip Kotler, consumer market can be segmented on the basis of four variables geographical variables, demographic variables, psychographic variables and buyer behavior variables which can be illustrated with the following chart.

ELEMENTS OF MARKET SEGMENTATION:

Availability of enough sources.Characteristics of products.Various stages of a product life cycle. Marketing strategies of competitors.

MARKET TARGETING:

Market targeting is the process of taking decision regarding the market segment to be served. At this stage, it is necessary to understand the terms target market and target marketing. The term Target Market means, A group of customers (doctors and chemist) at whom the organization especially intense to aim its market effort. On the other hand, the term target marketing is one in which the seller distinguishes the major market segments ; targets one or more of these segments and develops product and marketing programs tailored to each selected segment.

STEPS IN MARKET TARGETING:

Evaluating the market segments Segment size and growth Segment structural attractiveness company objectives and resources

Selecting the market segment Single segment concentration Selective specialization Product specialization Market specialization Full market coverage

MOTIVATING EMPLOYEES AND DEALERS: Company must be continuously motivated the employees to do their best job. Employees members and motivator supplemented by training, supervision and encouragement from the company, company wants and needs continuous routine information collected by monitoring middle men market research, studies from the field. To motivate the doctors to prescribe Himalaya drugs gift are used by the company. Himalaya has a facility for special gift for its core doctors. Himalaya try to motivate and attract new doctors towards prescription of Himalaya drugs. The company also motivate chemist to buy in bulk by giving some discount or by providing few gifts on their purchase. Company must study the needs, problem, strength and weakness, market progress, product availability, market development, etc.

2.8 MARKETING STRATEGIES Based on the mapping of market potentially untapped areas would be identified and suitable number of retailers would be appointed based on demographic profile of the prospective consumers. Emphasis will be given more on the new doctors to motivate them for prescription of Himalaya, existing doctors for their continuity, chemist for having stock of Himalaya. Distribution system should be good and smooth to meet the chemist demand on time without any breakage. Undeveloped market like remote areas should be developed. More emphasis should be given on the products have seasonal demand, i.e. Cystone and Liv 52 in the summer. Commission provided to doctors should be high and there should be a system for smooth reaching of commission to them. Chemist should get some more margins. This will attract them towards Himalaya.

CONSUMER AWARENESS: The consumers about the quality of the Himalaya drugs and effectiveness to establish a competitive advantage as compared to the competitors.

MARKETING & PROMOTION: Doctors meet programme (DMP) Reward Programme: Cash & Gift Pack Doctors kit to passing out students of Ayurvedic medical college Gift to Doctors Gift to chemist on achieving a target sales Special gift for core doctors Seasonal promotional activities Special promotional campaign on special occasion, focused on specific medicines As for example: World kidney day (11th March), mothers day, etc. Sponsoring for special events Himalaya generally put emphasis on ethical promotion and marketing. Company provide gift items to the doctors to keep them motivated for prescription. Segmenting core doctors for special emphasis on them. Himalaya provides a list of approx 40 doctors to its all field executive. Field executives approach doctors for generating prescription from them. Marketing staffs segment doctors on the basis of prescription generated by them. They put special concentration on the doctors by whom they get more sells, generally known as core doctors. Executives are also responsible for supply chain management, i.e. smooth and continuous supply of products on the time. Delivery of product to the chemist smoothly. Supply of products on credit basis. Delivery of products through different distribution channels, wiz- whole sellers, chemist, druggist. Flexible price Personal rapport with the chemist. Ensuring regular and reliable supply of the drugs to chemist i.e. retailers. Seasonal and special offers to chemist, to make more margins for them. Improvement in the quality of different available products as a result of taking up quality assurance programme at the manufacturing unit. Implementing the consumer awareness programme. Service to doctors and chemist, and redress of consumer and retailers (chemist) complains. Liberalizing the term for appointment of retailers (chemist), by increasing commission to them. Strengthening of marketing teams by including professionals and better supervision. Field executive i.e. Medical Representative, Pharma Sales Officer, Business Manager and other senior executives will be helpful in knowing the market condition and supervising the salesman.

DOCTORS MEET PROGRAMME (DMP): Himalaya organizes Doctors Meet Programme generally once in a month. The doctors are invited for a dinner (party) in a good hotel or some good location. The executives of the Himalaya meet with the doctors and they try to know their requirement. A PPT presentation is given to doctors on a very few products. All the aspects of the product is defined by a panel of experts and well trained executives. In the DMP doctors were presented with some special gifts. The special focus were given on the core doctors.

REWARD ACTIVITIES: The Himalaya uses to doctors kit or some special gift to the top 3 rank holders of the Government Ayurvedic Medical College of Patna.

GIFT TO DOCTORS: Himalaya present gift to doctors to motivate them for more prescription. They give special focus on their core doctors to keep them motivated and loyal for the Himalaya. On achieving a fixed target they will be provided by a special gift from the Himalaya.2.9 FIELD EXPERIENCE: As per my assignment towards Pharma division taking into consideration, I found that the entire junior level (MR/ PSO/ BM) to senior level such as SM, they work concentrating on their product ethically, i.e. promoting it to doctors only. Their main aim is to generate prescription using literatures of different products, explaining mode of action, doses, clinical trial done by eminent doctors of different medical colleges and hospitals. They also do order booking from doctors who are consuming in nature. The entire operation of sales promotion is directly related aiming to implement the strategy of company and providing the real feedback of promotion of the product. For example- For different product they do different campaign many times. While doing market survey in the month of March, through doctors I came to know that they distributed two bottles of mineral water for promotion of a product called Cystone a product for kidney stone. The idea was to ensure (the patient) the people drink plenty of water that prevents kidney stone formation. The particular doctor I talked to was very much impressed with this promotion plan and said to me that such awareness programme helps a lot getting new prescription, and also doctor said that on that phase of campaign doctor prescribed to new patient The Cystone. To verify this fact I enquired from the nearby chemist, and I found there was a sharp increase in the number of prescription over that period of time. I agreed that campaign have helped the company getting a handsome new number of prescription and show the growth. CHEMIST AVAILABILITY: The chemist involvement for Pharma people means to know about the prescription flow by nearby doctors. The field people also make chemist aware regarding new launches and availability of the running product in sufficient quantity. The chemist in turn gets the supply of products from stockiest which in my area of operation is at Govind Mitra Road, Patna. Different chemist goes to stockiest of Himalaya with their orders and procures the products. Also field people many a times book order from chemist offering gift scheme and ensure the supply to the chemist booked by stockiest. Stockiest who fill the chemist, they place their order to C&F, which in my area of operation was found to be at Kadamkuan area of Patna. I went the different area of Patna, Ara and Buxar with respective executive of the company and individual of my own. I meet with the doctors and chemist who engaged in dealing with Himalaya and its competitor products. Whole sellers, chemist to meet them directly and collected information about the sale of Himalaya drugs complete this JOB-TRAINING PROGRAMME. During survey I faced a bundle of problem, as communication, lack of time and money factors also. Besides these obstacles, I felt, that survey is a interesting work, because the person who is dealing in different medicines from different culture and attitude, and there was a good opportunity to know actual behaviour of the businessman and the actual activities of different areas of Marketing and other business department, or activities. Today there is a very tough situation in this competitive market, to survive in the field of marketing basically. Here a brief knowledge about the Government Policies, other competitors companys policy, marketing channels, etc. Is the essential component in the field of marketing? A good marketer has over looked about these various areas (A kind of bands). If the marketer has not a brief knowledge about these over write obstacles (various areas of business activities) they cannot survive in market for long period of time, the ending stage is very near to these companies or distribution channel or marketer who engaged in Business activities.

MY RESPONSIBILITY: To meet with doctors and motivate them for more prescription in favour of Himalaya. Put special emphasis on seasonal medicines, i.e. which are in more demand in the particular season. To scrutinize the core doctors, i.e. who are regularly prescribing for the Himalaya? To verify the prescription on the nearby chemist shop of doctor for the verification of prescription generated by them. To motivate chemist for bulk buying of the medicines by giving them some gift or special discount for them. To ensure regular and smooth supply of medicines to the chemist. Responsible for regular and on time payment from the whole seller to C&F, and payment between whole seller and chemist.

2.10 LEVEL OF DISTRIBUTION CHANNEL:a)Zero level distribution channels e.g. Direct marketing,

b)First level distribution channel e.g. Retailers

c) Second level distribution channel e.g. Wholesalers, Retailers

d) Third level distribution channel e.g. Broker, Wholesaler, Retailer

>>> The company adopts third level of distribution channel. The manufacturer i.e. Himalaya Drug Company sends the its product to the C&F of the respective state, which works as a broker between the manufacturer and the whole seller. The whole seller meets the demand of retailer i.e. chemist in the Pharma segment. Then in last the chemist fulfill the demand of the end consumer based on the prescription generated by the doctors and on the basis of customers own wish.

RESEARCH METHODOLOGY

This Chapter Contains

3.1Introduction3.2Research Design3.3Questionarie3.4Data Collection3.5Sample Design

3.1 INTRODUCTION: A research methodology is the specification of methods and procedures for acquiring the information needed to structure or to solve problems. It is the overall operational pattern or frame work of the project that stipulates what information is to be collected from which sources, and by what procedures. If it is a good design it will ensure that the information obtained is relevant to the research problem and that it was collected by objective and economical procedures. A research design might be described as a series of advance decisions that, taken together, from a specific master plan of model for the conduct of the investigation. Although research designs may be classified by many criteria, the most useful one concerns the major purpose of the investigation. The major purposes of exploratory studies are the identification of problems, the more precise formulation of problems (Including the identification of relevant variables), and the formulation of new alternative courses of action. An exploratory study is often the first in the series of projects that culminate in one concerned with the drawing of inferences that are used as the basis of management action. That is, an exploratory study is often used as an introductory phase of a larger study and results are used in developing specific techniques for the larger study. Secondary sources of information, as used in the section, are the rough equivalent of the Literature on the subject. Research methodology is a way to systematically solve the research problem. Information can be collected from only a part of population. It is possible for the researcher to collect more elaborate information from the few sampling units in Patna, Ara and Buxar than from the large population which can be taken as representation of the universe.

3.2 RESEARCH DESIGN: The researcher prepared research design that states the conceptual structure within which the study should be conducted and the studies descriptive in nature. The researcher used descriptive study to describe the awareness among the doctors and chemist with regard to HIMALAYA, its demand, efficiency, brand image and its features.

SAMPLING: According to Crisp the fundamental idea of sampling is that, If a small number of items or a whole (called a universe or population) the sample will tend to have the same characteristics and to have them in approximately the same proportion as the universe. Sampling is an essential part of all scientific procedures. The researcher collected and summarized the data more quickly through sampling. Sampling gives the researcher scope for collecting more accurate information.

SAMPLING UNIT: The researcher selected the sampling unit as respondents who are retailers or dealer of Himalaya at different chemist stores of Patna, Ara and Buxar.

SAMPLING SIZE: The researcher has taken 100 in case of chemist as the sample size for collecting accurate information and the researcher feels that it is large enough to depict the universe.

SAMPLING METHOD: It is quite impossible to meet one and all or to collect the information from the whole population. Therefore the researcher has adopted the non probability sampling method. Under this method the sampling units are selected according to the convenience of the researcher.

DATA COLLECTION: The researcher collected only primary data among druggist of Himalaya at different chemist stores to find out the level of awareness of Himalaya among different Ayurvedic medicines, its demand based on prescription and its features in various angles. Secondary data was collected using internet and books.

PRIMARY DATA: The data collected for a purpose or for a particular problem in original known as primary data. The researcher adopted various methods to obtain the first hand information. The chemist are considered a main source of information as they can furnish important and original information regarding demand of Himalaya drug based on prescription generated by doctors its efficiency and its features.

SECONDARY DATA: Secondary data means data that are already available researcher collected data from the published sources. The various sources for obtaining secondary data are internet and libraries.

3.3 METHOD OF DATA COLLECTION: As survey is best suited for descriptive research the researcher gathered information directly from individual respondents through personal interviews and questionnaire methods. The interview is structured where the researcher asked questions in a sequence and prescribed manner. Therefore the researcher to learns about the respondents awareness of Himalaya and there is lesser degree of inaccuracy in survey method.

QUESTIONNARIE The researcher collected the primary data through an effective tool known as questionnaire. It consists of fifteen questions printed in a definite order and the researcher followed the prescribed sequence of these fifteen specific questions and it is referred to as structured. The structured questionnaire consists of both open-ended and close-ended type questions. The researcher used the main tool Questionnaire so that easy comparison is possible because of same questions to the respondents

SURVEY METHOD: Survey method helps in finding out information on attitudes, feelings, beliefs, past and intended behaviors, knowledge, personal characteristics and on the descriptive items. They also provide evidence of association. This has been found to be the appropriate methodology for these reasons and therefore is chosen for the purpose of this research.

BRIELY: The methodology that been adopted during project report on Sales and Promotional Strategy of Himalaya is mainly based on the following procedure:1)Survey2) Observation3) Personal Contact

1. Survey Methods: Under this method a questionnaire was prepared and handed over to about 50 (fifty) respondents who were given liberty to fill the questionnaire as they feel. The questions were mainly related with the problem existing in marketing where the respondent has to just indicate their preference. In the case of survey, I normally opted for Random Sampling.

2. Observation Method: Under this method of marketing research, I personally contacted the chemist, dealing in the product of Himalaya Drug Company, mainly for Zenith group and tried to observe their actions or reactions on spot itself while dealing with customers. I have verified and seen the prescription written by various doctors. I just watched the pattern of selling of drugs under the brand name of Himalaya. Under this method I observed the doctors prescription without revealing my identity, at several clinics and chemist stores.

3. Personal Contact: Under this method of marketing research, I personally contacted the various druggist near several doctors clinics and in posh areas and wanted to know the preferences of every product of the company. During this process, I asked several questions verbally and come to know that they have very good impression for the existing range of the product of Himalaya drugs, either prescribed by doctors or based on self interest of customers. During my survey at chemist stores I have asked verbal questions to some customers at those chemist stores. Their opinion about the Himalaya was very satisfactory. Besides doctors prescription they opt for Himalaya product based on their own interest. Besides Pharma product their was a good sale and market share of cosmetic range of Himalaya. The Himalaya range of products are highly efficient and are effective in their purpose.

METHODOLOGY:

1. FIELD WORK When the project on perception of doctors, chemist and users and sales and promotional strategy of Himalaya was decided upon, the main parameters to be looked upon were arrived at. After arriving at the main points for analysis the operational area of the study was derived taking the following into consideration.a) Area of surveyb) Type and location of retailerc) Number of doctors in the locality It was also decided to have the survey at different retailers of Patna, Ara and Buxar.

3.4 DATA COLLECTION:- Datas were collected in the questionnaire format not on a particular date but taking into consideration ordinary working days. I have collected at different market areas like near Government Hospitals, various private clinics, stockiest of Himalaya, independent druggist at various locations, chemist shops in and around doctors clinics at different location of Patna, Ara and Buxar.

3.5 SAMPLE DESIGN:-The following question involves sampling1. Should we take a census or a sample?2. What kind of sample should we take?3. What size should the sample be?Steps in sample planningDefine Census vs. SampleSample sizeEstimate cost of samplingExecute sampling process Operationally, sample design is the heart of sample planning. Specification of sample design which includes the method of selecting individual members, involves both theoretical and practical (e.g., cost, time, labor involved, and organization) considerations.

Typical question to be answered include What type of sample to use? What is the appropriate sample unit? What frame (that is, list of sampling units from which the sample is to be drawn) is available for the population and what problems may arise in using it for the particular design and unit decided upon? How are refusals and non response to be handled?

DATA INTERPRETATION

Table 1: Chemist who deals in Himalaya-Response%

Yes98

No02

Interpretation: Among 100 chemist in the different area of my project region 98 chemist were selling products of Himalaya Drug Company, and only 2 were not having the Himalaya product at the time of my survey. This shows that Himalaya is highly reputed in Pharma sector, and it has good demand in the market.

Table 2: Rating of Himalaya Drug Company-Category%

Best in class60

Good18

Moderate15

Not Good7

Interpretation: 60% of the chemist has rated Himalaya best among the available Ayurvedic medicines, while only 7% said that it is not good. The chemist who rated Himalaya not good are mostly in the rural areas. They may say this because of low selling.

Table 3: Product Efficiency-Category% Response

Best in Class30

Good28

Immediate Response12

Slow Response30

Interpretation: 30% of the chemist said that Himalaya gives good result in the long time, and its effectiveness is good comparing to other competitors in the market. 30% chemist during the survey said that it responses slowly. Because Himalaya is a Ayurvedic medicine and it is recommended for long use by the medical practitioners or doctors. Although it responses slowly it is effective for life time or long time.

Table 4: Product Literature-Category% Response

Easy to Understand23

Highly Knowledgeable20

Both easy to understand and knowledgeable35

Tough to understand16

Not adequate knowledge6

Interpretation: 35% chemist told that product literature given inside the is easy to understand and provide sufficient knowledge about the product. A common man cans also the use of product and its combination by reading the literature. Table 5: Satisfaction level with the behaviour of Himalaya People-Category% Response

Very much72

Yes20

Not Good8

Interpretation: Most of the chemist i.e.72% are highly satisfied with the behaviour of representative of Himalaya. Only 8% were not satisfied with the behaviour of Himalaya people. Not satisfied chemists had special demand which cant be fulfilled. This shows that executives of Himalaya are highly trained and they are very effective in the field.

Table 6: Demand Type-Demand Type%

Prescription Based65

Own Demand18

Suggestion Based17

Interpretation: During the survey chemist told that more than 65% demand is based on the prescription made by doctors, and 17% Himalaya were sold on the suggestion asked from the chemist itself by the customers.

Table 7: Demand of Himalaya Product-Demand of Himalaya%

High Selling29

Low Selling16

Average Selling55

Interpretation: 55% of the chemist told that Himalaya is average selling product at their chemist shop. Since Himalaya product is mainly used for long term effect and it is prescribed by the doctors mainly in the critical diseases. 29% of the chemist told that it is high selling product at their shop. Chemist shops nearby a doctor clinic are noted as the high seller of the Himalaya product, mainly near a physician.

Table 8: Products the chemist mostly deal-Product%

Liv- 5236

Bonnisam11

Cystone25

Rumalaya Forte28

Interpretation: Chemist told that 36% was Liv-52 among the Himalaya drugs they sale. 28% was Rumalaya Forte in the Himalaya group.

Table 9: Closest competitor of Himalaya-Competitor%

Dabur36

Baidyanath30

Zandu30

Himani04

Interpretation: 36% of the chemist the told that Dabur is the closest competitor to the Himalaya. Only 4% recommended Himani as the competitor for the Himalaya. Other two major competitor for the Himalaya is the Baidyanath and Zandu.

Table 10: Satisfaction of Himalaya dealer-CategoryHighly SatisfiedSatisfiedNeutralDissatisfied

Price1537408

Margin35401718

Discounts153055-

Gifts2255167

Reason of Satisfaction

Interpretation: Reasons for satisfaction of the chemist depend upon the location, size, and availability of doctor near the chemist shop and mainly upon the nature and personality of the chemist. They are highly satisfied with the margin and discounts given by the company to them.

Table 11: Satisfaction level of Himalaya with its competitors-CompanyHighly SatisfiedSatisfiedNeutralDissatisfied

Himalaya60200515

Dabur70100317

Baidyanath38251126

Zandu25500520

Himani15116014

Interpretation: The closest competitor to Himalaya is Dabur. 70% of the chemist are highly satisfied and 10% were satisfied with their business of Dabur. While 60 % of chemist are highly satisfied and 20% were satisfied with the business of Himalaya.

Table 12: Effective customer with respect to age group-Age Group% Customer

0 2017

21 4015

41 6033

61 - Above35

Interpretation: According to the chemist customer asking for the Himalaya medicines are mainly in the age group of 61 & above with a percentage of 35. Customers among the age group of 41-60 are on 2nd position with a contribution of 33%.

ANNOVA (Two way analysis)

Two way analysis, data is classified according to two criterion. The formula which determines the frequency ratio is as follows

Sum of all the items of various samples, T = X + X.n

Correction factor =

Sum square total = X + X + X -

ANOVA TWO WAYQ.(10 & 14). Table showing the cross tabulation between Sale/month of Himalaya and age group of the customers at the chemist shop.Efficiency0 - 2021 - 4041 - 6061 - AboveTotal

Age

Up to 25000634417

25000-50000253515

50000-1000006714633

Above 1000004819435

Total4532158100

Ho1 There is no significant difference between the efficiency to the chemist.Ho2 There is no significant difference between the age group of the customer to the chemist shop.Ha1 There is a significant difference between the efficiency to the chemistHa2 There is a significant difference between the age group of the customer to the chemist shop.

12

63639416416

2452539525

63674914196636

41686419361416

Total=147=582=93

C.F. = = 625

SSC = + 625 = 504 + 256 + 56.25 + 16 624

= 207.25

SSR = + 625 = 72.25 + 56.25 + 272.25 + 306.25 625 = 82

SST = 92 + 147 + 582 + 93 625 = 289

SSE = SST (SSC + SSR) = 289 (207.25 + 82)

SSE =0.25

Source of varianceSum SquareDegree of freedomMean squareVariance Ratio

SSR207.25(4 1)= 3

= 669.08F1== 3454

SSC82(4 1)= 3

= 27.33F2=

SSE0.25(3x3)= 9

= 0.02

= 1366.5

At 5% significant levelF1tab(3,9) = 3.8626F2tab(3,9) = 3.8626 In both cases ftab < fcal So, null hypothesis is rejected.

CHI SQUARE TEST

Test statistics that is commonly we use in research works. for the given variable if there are k categories are 01, 02, 03..Ek or (Ei such that i = 1, 2 k), then,

Where, O = Observed frequency andE = Expected frequencyHence,Chi square, E = (c - 1) (r - 1)Where, c = no. of columnsr = no. of rows

(Q No. 15) Tabulation for the priorities considered by the chemists while working for Himalaya drugs:

PoliciesHighly SatisfiedSatisfiedNeutralDissatisfied

Return after Expiry3548611100

Delivery on Time553087100

Respective M.R.662383100

Sales promotion22263616100

1781275837400

Ho Priorities in policy of the Himalaya is important for the chemist.

Ha There is no priority in the policy of Himalaya needed for selling Himalaya drugs.

OE

3544.590.252.02

4831.75264.068.31

614.572.254.9

119.253.060.33

5544.5110.252.47

3031.753.060.09

814.942.252.9

79.255.060.5

6644.5462.2510.38

2331.7576.562.41

814.542.252.91

39.2539.064.22

2244.5506.2511.3

2631.7533.061.04

3614.5462.2531.9

169.2545.564.92

Total=30.6

Degree of freedom = (c-1) (r-1)

= (4-1) (4-1)

= 3 3

= 9

At 5% significant level,2tab= 16.92tab < 2calSo, Null hypothesis rejected.

FINDINGS & SUGGESTION

This Chapter Contain5.1 Findings5.2Suggestions 5.3Conclusion s

5.1 FINDINGS OF THE STUDY:-

98% of the chemist deals in the Himalaya product.

60% chemist recommend it best among the available Ayurvedic medicines.

30% chemist told Himalaya is best in term of effectiveness than other available medicines.

35% chemist told that product literature provided with Himalaya is very easy to understand and gives sufficient knowledge about the product. It helps them to know and understand the combination of the products.

72% chemists are highly satisfied with the behaviour of executives of the Himalaya. They help them and clarify their doubts if any to the maximum possible extent. This shows that executives at Himalaya are highly and effectively trained.

65% of the total sales for the Himalaya is made through the doctors prescription. 17% of the sale is made through the chemist suggestion to their customer.

55% chemist recommended Himalaya as a average selling medicine, while 29% recommend it as a high selling Ayurvedic medicine.

Approx all the products of Himalaya have good demand in the market. But during my project period Liv-52 has higher selling among Himalaya product with a share of 36%, because during the summer people faces a lot of stomach related problem. Cystone has share of 25%. Its demand is also very high in summer due problem of water loss and kidney stone. 36% chemist recommended Dabur as the closest competitor for the Himalaya. 30% recommended for Zandu and same percentage for the Baidyanath. A very few i.e.4% has recommended Himani as the competitor for the Himalaya.

Satisfaction to the chemist mainly depend on 4 factors i.e. price, margin, discount &gifts. 40% chemist was satisfied with the margin given to them and 35% were highly satisfied with the margin. 15% chemist was highly satisfied with the discounts given to them while 30% were satisfied with the discount.

60% chemist was highly satisfied with their business of Himalaya, while in the case of Dabur 70% was highly satisfied. This may be because of availability of more products within the Dabur range.

The most for the Himalaya products are within the age group of 61 & above with a share of 35%. People of age group were also close with a share of 33%.

There is significant difference between the age group of customers and efficiency of the chemist (revenue/month) from the Himalaya. It shows sale of medicines does not have any relation with the age of the customers.

Null hypothesis is rejected in the case of policies of Himalaya for the chemist. It shows chemist does not look for any significant policy from the company side. They main priority is margin given to them on their sales. They generally look for the profit only.

5.2 SUGGESTION: Himalaya should organize campaign for general awareness of end consumers, because the consumers demand for the medicines based on the suggestions and on their own wish or knowledge.

Himalaya should organize free medical checkup camps over a fixed duration of time. This will help in the fulfillment of corporate social responsibility. This will also help in creating a brand image in the consumers mind.

Himalaya should also target market in remote areas. Because in remote areas people generally use medicines based on their own knowledge or on the chemist suggestion.

The company can lure the chemist with some gifts or some special offer by achieving a fixed sales target. In villages or in the less developed area chemist are generally treated as a doctor. They can suggest their customer for the Himalaya.

The executives of the company should also target the doctor in the remote areas or villages, whethe