PREFACE

The student of M.B.A. 1st Sem. (1st batch) has to undergo project Report as a part of their academic Course. The MARKETING STRATEGY OF AYUR HERBAL is a part of this project. The main purpose of undergoing such a searching is to know the Marketing Strategy of Ayur Herbal. This report is preferred as the MARKETING STRATEGY OF AYUR HERBAL. The searching was conduct of the Ayur website. This report presents the introduction of management profile of Ayur HERBAL along with data analysis, interpretation, limitation, suggestion and conclusion. The field searching was conduct with help of questionnaire, personal information of Ayur HERBAL through the Internet. The main purpose of this searching is to determine the facilities of the Ayur HERBAL in India & all over world.

D C A A IO B T E E L R T N Y H C N ID T A D A E

Date.

declare

that

the

Project

report

titled

MARKETING STRATEGY OF

AYUR HERBAL is

my own work conducted under the Supervision of Mr. Chetanya Kaushik Lecturer, Department of Business Management, Swami Vivekanand Institute of Technology affiliated by Dr. Hari Singh Gour University Sagar.

To the best of my knowledge the report does not my work, which has been submitted for the award of any degree, anywhere.

Signature of Candidate Name: Naveen Patel

Sem. : First Semester Batch : 1st

A K O L D E E T C N WE G M N
I would like to pay my sincere thank to Dr. Pramesh Gautam Head of Department, S.V.N.I.T., Sagar for providing me with the opportunity of doing the project Report. This report is based on MARKETING STRATEGY OF AYUR HERBAL,

which I will an asset through out may life.

I pay my heartiest thanks to my project guide Mrs. Jyoti Pandey, Mr. Manish Shrivastava, Miss. Stuti Nigam & Mr. Chetanya Kaushik, Lecturer whom I always found supporting me at times when I was in trouble. He is very supporting and helping, without his I would not have been completed my project report successfully. At last I would like to thank all staff members of my department, parents and friends for this kind support and suggestions.

CERTIFICATE
DATE The period report title MARKETING STRATEGY OF

AYUR

HERBAL prepared by NAVEEN PATEL under the guidance and supervision

of MR. CHETANYA KAUSHIK, Lecturer of S.V.N.I.T. Sagar for the partial fulfillment of the degree of Master of Business Administration, is satisfactory in respect of: Comment by: 1. Contents and presentation of subject matter. 2. Language 3. Embodies the original work of the candidate 4. Submission within due date Supervisor: Head of the Department Examiner:

Signature of Supervisor

Signature of Head of the Department

Signature of Examiner

INTRODUCTION
Ayur is in Herbal Cosmetics business since 1985 and since its inception it has been a reflection of customer requirements. With an objective to become one roof solution for all beauty and cosmetic problems, Ayur provides a wide range of beauty cosmetics strictly prepared with herbal components

so that you look great without bothering about any ill-effects on your skin and hair. Ayur ensures, always, that the consumer gets his value for money and this is the most prominent reason behind Ayurs successful establishment in domestic market and increasing impact in other countries. According to Mr. Dilvinder Singh Narang, the MD.

HISTORY
History of the company spells the triumph of burning desire, courage to face the entire hardihood en route turning dreams into a reality and a lot of spadework, of course. At this time, Ayur has more than 55 variants in Hair, Skin & Face Care Products. But it all started with a single productHair Removing Wax. 1985 was the year when Ayur wore an identity of a company with a promise to enhance the beauty of Indian women and then, women across the world. Avid success of this single product fuelled this company to introduce Herbal Hair & Skin Care Products in the market. Very soon these products became the first choice amongst women seeking for genuine beauty products in the horde of chemical based beauty enhancing products.

PEOPLE
Ayurs success story has been scripted by three ambitious brothers with exceptional expertise.

The eldest brother, S.Raminder Singh Narang, is the Chairman of M/s Three-N-Products Pvt. Ltd. His expertise and dexterity has made Ayur a leading brand, to a great extent. The youngest brother, S.Manminder Singh, is the Managing Director of M/s Three-N-Products Pvt. Ltd. He may miss the ball while playing lawn tennis but he make sure not to miss a ball in business. The dynamic second brother, S.Dilvinder Singh, is the M.D. of R.D.M.Traders Pvt.Ltd. His far-sightedness, perseverance & spadework have helped the Company to achieve phenomenal success in such a short span of time.

R&D
Our research & development domain makes it sure to offer the quality products, no matter how much pain they go through for this, and they have no complaints for this. Ayurs independent R&D center is divided into different sections to test, receive and inform. Ayur is well-equipped with foreign advanced equipments to result in most efficient and quality products. The R&D sphere consists of ample experience and strong ability of scientific research, always giving ways to new formulas and making imitations and according to clients requirements, controlling improving manufacturing

technological process. Ayurs R&D keeps close scientific

research assistance with the expert dealing with chemistry and medicine.

PRODUCTS
HAIR OIL

BRAHMI AMLA HAIR OIL (50ml, 100ml, 200ml) The active ingredients of this hair oil,

stimulate hair growth, supply vitamin C and give a cooling effect to scalp.

SOYA PROTEIN SHAMPOO (100ml, 200ml, 500ml, 1000ml)

Soya

provides

all

the

essential

proteins

required by thin and delicate hair. It enriches the scalp to get thick and dense hair & brings luster, bounce and provides a protective layer.

PH BALANCE ANTI DANDRUFF SHAMPOO (50ml,100ml, 200ml)

Relieves the scalp of flaky build-up while restoring daily its use, pH balance. It cleanses and thoroughly but gently and is safe enough for maintaining shine manageability. PH BALANCE LEAVE ON CONDITIONER (50ml,100ml, 200ml)

instantly moisturises hair with rich formula that locks moisture and activates nutrients to revitalise each hair follicle without weighing hair down. It works in four different waysDetangles, Gives Extra Sheen, Protects from UV Rays and prevent greying.

NATURAL HAIR WASH WITH AMLA AND SHIKAKAI (100gm & 200gm)

A combination of known revitalizing herbs, that rejuvenate the scalp, stimulate hair follicle growth. and hence enhance lustrous hair

SKIN CARE SUNSCREEN LOTION SPF -30 (50ml,100ml, 200ml)

Exposure to sun can lead to serious sunburns, wrinkles and pigmentation. Thus, this lotion is ultra effective if used liberally before stepping out in the Sun as it prevents sunburns, keeping skin soft and smooth too.

HERBAL MASSAGE CREAM WITH ALOE VERA (80ml, 200ml, 500ml)

Since

ages,

Aloe-Vera

is

known

for

its

medicinal properties. It rejuvenates the skin with its moisturizing properties. It counteracts premature age factors, dehydration and cracking of skin. Aloe Vera provides soft, smooth and supple skin forever. PETROLEUM JELLY (25ml, 50ml) Prevents excess dryness of skin. Olive oil forms an occlusive layer, hence saves loss of moisture from the skin. Vitamin E is the most essential vitamin, required for healthy and glowing skin. This vitamin formula works wonders on chapped skin, cracked heels, and ankles.

BODY CARE

TULSI NEEM SOAP (75gm & 125gm)

Active

extracts

of

Tulsi

(anti

bacterial), neem (anti-septic) and Multani mitti (coolant), imparts a beautiful, spotless and supple skin. SILKY INSTANT BLEACH (20gm, 70gm, 250gm)

Improves complexion by softening hair and making them to blend to the skin tone. It can be used for dual purpose, for both, body and facial hair. It has no adverse reaction. Herbal extract of rose gives a toning effect to skin, and hence makes it soft and supple.

HEALTH CARE

AMRIL ARJUN GLASS Controls blood pressure. Reduces cholesterol to some extent and purifies blood.

DIA SLIM TUMBLER A perfect solution for slim look. Presence of Vijaysar, a natural ayurvedic herb, controls diabetes & sugar and also burns fat.

MARKETING STRATEGIES

This is grossly inadequate to cover the huge potential for different products in rural markets. Of course, clients' reluctance to spend big money for bigger results in rural markets is because there are no standard performance yardsticks for judging the efficacy of the rural marketing efforts. The TRPs and NRS/IRS data help you determine the efficacy of TV and press marketing. But there is no study to tell you what is the ideal cost per contact or what is the ideal number of eyeballs or footfalls for different rural activities. But only consider the huge successes of some regional brands, especially in the FMCG sector, which are giving the multinationals a run for their money. Companies like Cavin Kare (Chik Shampoo, Meera Herbal Powder, Fairever Cream and so on), Anchor (100 per cent vegetarian toothpaste), Ghadi detergent powder and Power soap are proof that regional brands can become brands to reckon with. And don't forget Nirma, the most enduring example of a brand that began as a regional player and is now a giant. According to estimates by the Rural Marketing Agencies Association of India, the total budget for rural marketing is only about Rs 500 crore (Rs 5 billion), compared to the over Rs 13,000 crore (Rs 130 billion) allotted to mass media.

Their communication, be it a simple radio spot or a wall painting or a theatre film, touched a chord in the target audience. And, most importantly, their policies were flexible and they could adopt to fast changing marketing situations. What should companies do to step up their payback from rural marketing efforts? Here are some steps that should help. People power Total commitment from top leadership, keeping in mind that rural marketing is a long-term relationship, is imperative the successes of Hindustan Lever [ Get Quote ] and ITC are proof of this statement. But even more important is the need for a dedicated task force. Rural marketing efforts need special mindsets, which many of the urban-oriented management graduates who are at the helm of affairs at most organisations do not possess. A separate marketing and sales vertical headed by people with passion and commitment to rural marketing and supported by a field team that can face the rough and tough of the vast country-side with courage and conviction is a must. Ensure the consistency of the team involved in any project, until the completion of a specific task. Recently, we were involved with two big clients. In both cases, the teams that briefed us in the initial stages and participated

enthusiastically in the campaign, were shifted out midway, in keeping with their companies' policy of shifting and promoting people. The teams that succeeded felt no ownership of the campaigns they had not initiated. What started as a great rural marketing initiative has been relegated to the dustbin... the fate of many rural marketing initiatives in the country. Goals are good Early on in the campaign, define your objective: is it a tactical effort to achieve increased sales in specific areas during a specific time, or do you want to build a strong equity for your brand in rural India? Our experience with FMCG companies is that they are more interested in the first choice. Most of them have previously appointed vendors who implement the company's ideas blindly, be they van campaigns or below-the-line activities. Know your customers A good place to begin is studying the mindset of your customers, so you can create a customised plan of action. All too often, clients insist their knowledge of their customers (based on studies of urban India) is enough on which to base an action plan. Our experience shows that the attitudes, aspirations and fears of rural customers, with regard to

products and brands, is very different from their urban counterparts. More and more companies turn to the local haats to sell their products. While haats offer opportunities to target consumers from several villages at one place, and to that extent make your effort cost-effective, ensure that the people who patronise these haats are the kind who will buy your brand. For instance, we recently conducted a survey among some haats in Tamil Nadu, with some interesting results. The haats were popular with the poorest agricultural labourers who consciously buy the duplicate, spurious products that are sold in these bazaars, since they can't afford the real thing. It is estimated that FMCG companies lost more than Rs 10,000 crore (Rs 100 billion) to spurious products, mostly sold through such local haats and bazaars. Ensure availability Most anecdotes about rural marketing centre on the distribution aspect - the humongous task of physically reaching your product to over 600,000 villages, most of them without motorable roads. But it's not really as nightmarish as it is made out to be, at least keeping in mind the present goals of marketing companies in rural India. We've all heard about the shampoo sachets that are available in even the smallest villages. How does that

happen? It's a direct result of rising aspirations, fuelled by television commercials. The consumer demands the product from the local shopkeeper, who then buys the products from the nearest feeder markets. Which means if you can ensure distribution to the feeder markets in towns or villages with populations of 10-15,000, you've already taken the first step towards reaching your target customer. Studies also indicate that rural consumers prefer to shop for durables such as televisions, automobiles and appliances in the nearest big town or city. So, if your products are in towns with populations of 50,000, you're closer to the rural consumer than you would have thought.

CONSUMER BEHAVIOUR
Introduction
The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

There are four main applications of consumer behavior:

The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will

in turn influence many subsequent customers brand choices.

A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers. Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.

As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.

Consumer Research Methods

Market research is often needed to ensure that we produce what customers really want and not what we think they want. Primary vs. secondary research methods. There are two main approaches to marketing. Secondary research involves using information that others have already put together. For example, if you are thinking about starting a business making clothes for tall people, you dont need to question people about how tall they are to find out how many tall people existthat information has already been published by the U.S. Government. Primary research, in contrast, is research that you design and conduct yourself. For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter.

Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely. It is also important to ascertain whether the research has been complete. For example, Coca Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste. However, consumers were not prepared to have this drink replace traditional Coke.

It is now possible to assess the relative impact of a number of factors on the consumers choicee.g.,

What brand in a given product category was bought during the last, or a series of past, purchase occasions; Whether, and if so, how many times a consumer has seen an ad for the brand in question or a competing one;

Whether the target brand (and/or a competing one) is on sale during the store visit; Whether any brand had preferential display space; The impact of income and/or family size on purchase patterns; and Whether a coupon was used for the purchase and, if so, its value.

Black box model

ENVIRONMENTAL FACTORS Marketing Stimuli Environmental Stimuli Economic Technological Political Cultural Demographic Natural BUYER'S BLACK BOX BUYER'S RESPONSE Buyer Characteristics Attitudes Motivation Perceptions Personality Lifestyle Knowledge Decision Process

Product Price Place Promotion

Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behaviour

Product choice Brand choice Dealer choice Purchase timing Purchase amount

Four Ps of Marketing - Product, Price, Promotion, Placement

The Four Ps Of Marketing

Marketing

has

traditionally

been

segmented

into

four

separate areas called the Four Ps of Marketing. The 4 Ps of marketing are product, price, promotion, and placement: A formal approach to this customer-focused marketing is known as SIVA (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the wellknown 4Ps supply side model (product, price, place, promotion) of marketing management. Product Solution Information Value Access

Promotion Price

Placement

1.

Product:
consumer's

Product needs

marketing and wants

deals and

with

the

how

product

specifications can satisfy those needs and wants. Product marketing can deal with a whole array of issues such as product size, color, and look and feel of the packaging. Often, first impressions are important, especially if you are marketing a product that sells on store shelves. You would want your product to stand

out or for the consumer to want to choose your product over the others on the shelf.

2.

Price: Price deals with supply and demand, or how

much a consumer is willing to pay for a product or service. It also includes decisions on discounts and special offers. Pricing is not as simple as it might seem. In some situations, a lower price will not necessarily mean that more will be sold as the price level could also influence the perceived quality of a product. For example, affluent consumers may expect a premium product to cost more and, so, may not purchase it if the price is cheap. Pricing often affects the consumer's perception of the attractiveness of a product.

3.

Promotion: Promotion deals with the actual selling,

advertising, or publicity of the product; it entails your communications with your customers and trying to convince or persuade them to purchase your products or services. This could be done through such things as television commercials, magazine ads, direct mailings to residences or businesses, and billboards.

4.

Placement: Placement has to do with the

availability of your product. You want your product to be visible at the precise moment that a consumer is willing to purchase such a product, be it through an actual need or an impulse buy. Products can reach the consumer through multiple ways, including through

retail outlets or mail order. Not every consumer shops the same way and product placement is the art of getting the product to the right consumer at the right time.

OBJECTIVE OF THE STUDY

Every human effort should have pre-determined objective. I conducted my survey of MARKETING STRATEGY OF following objectives: To make people aware about the organization and services of the organization.

AYUR HERBAL with the

 Internet search. To know the various competitors of other Cosmatics group..

RESEARCH METHODOLOGY
Introduction Research Methodology is a way to systematically solve the research problem. Research in commonplace refers to a search of knowledge. Research is an original contribution to the existing state of knowledge making for its advancement. The role of research in several fields of applied economics whether related to business or economy as a whole has greatly increased in modern times.

Firstly we should know what is a research methodology. Every project repeat conducted scientifically had specified framework for controlling data collection. This framework is collect research design accurately and economically. There are generally two types of research design: 1. Exploratory 2. Conclusively Research. These types of research design used in this project are exploratory. Exploratory research is that in which new relationship, are discovered, and looking to the objective of the research that is finding out the most dominant attribute and also the market leader in respect to brand vs price.

LIMITATION OF THE STUDY

I have learned lot of things during my project but there was some limitations. The limitations are: Limitation of project time, which prevented me to get in depth

knowledge of the AYUR HERBAL.

 My workings are limited so that I can only about the training &

placement opportunities in AYUR HERBAL. Language is also one of the barriers.

SWOT ANALYSIS
STRENGTH:
Ayur Cosmetic Background Ayur HERBALs Features 1. Ayurvedic. 2. Health care products

3. Skin Care products. 4. Products launch worldwide.

WEAKNESS:
Dependence only high profile personality.

OPPORTUNITY:
Opportunity for MBAs in Front Office.

THREATS
COMPETITON ECONOMICS POLICIES.

FINDING
ConsumerspreferAyurHERBALbecauseofAvailabilityandPrice. AdvertisementandPromotionSchemesalsoincreasesthesalesofthis product.

30%saysthatpriceofAyurHERBALismedium,15%saysthatitis lowwhereas5%saysthatitishigh.

46%saysthatmosteffectiveadvertisementisthroughT.V.and24% saysthatNewsPaperand20%saysthatHoardingsandpostersand 10%saysthroughfreesampling.

SUGGESTIONS
Mostlypeoplehavesaidthatitisthebestbuttheyhavealsooffered suggestiontothecompanyproducingAyurHERBAL. Moreemphasisshouldbegivenonresearchdevelopmentprogram. 2030%saidthatimprovementshouldbemadeinpromotional, techniques. Newtechniquesofpackingshouldbeimplemented. Thecompanyshouldcomeupwithsomemoreadvertisingplans. Thecompanyshouldalsothingandimplementssomepublicrelation programs.

B lio ra h ib g p y
Kothari,C.R. : research methodology, Methods and Technology,WishwaPrakashan,NewDelhi. Kolter,Philipsd(2000),MarketingManagement,Prentice HallofIndiaPvt.Ltd.NewDelhi. SharmaD.D. :MarketingresearchPrinciples,Application

andcases,SultranchandandSonsNewDelhi.

WEBSITES:

www.google.com
www.ayur.com

DATA ANALYSIS & INTERPRETATION

THE MAIN PRAMOTOR OF THE PRODUCTS

40% 35% 30% 25% 20% 15% 10% 5% 0% Brand Name Price Advertisement Others 20% 40% 35%

5%

Brand Name Price Advertisement

40% 35% 20%

Others

5%

ON THE BASIS OF MEDIA INFLUENCE

15% 10%

20%

55%

NEWS PAPER

TELEVISION

MAGZINES

HOARDINGS

NEWS PAPER TELEVISION MAGZINES HOARDINGS

20% 55% 10% 15%

ON BASIS OF QUALITY OF THE PRODUCTS

40% 35% 30% 25% 20% 15% 15% 10% 5% 0% EXCELLENT GOOD AVERAGE POOR 10% 40% 35%

EXCELLENT GOOD AVERAGE POOR

40% 35% 15% 10%