A STUDY ON BRAND AWARENESS OF AYURVEDIC

PRODUCTS AND SERVICES WITH SPECIAL

REFERENCE TO SITARAM AYURVEDA PHARMACY
PRIVATE LIMITED THRISSUR


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



BY
RESHMA.M.RAJAN
Reg. No. VCAKMCM005


UNDER THE GUIDANCE OF

Dr.RAJANI.V
ASSISSTANT PROFESSOR
SREEVIVEKANANDA COLLEGE,
KUNNAMKULAM


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










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


Dr. Rajani PG Departement of Commerce
Assisstant professor SREE VIVEKANANDA COLLEGE
kizhoor, Kunnamkulam
THRISSUR ,PIN 680523
PHONE:04885 222477

CERTIFICATE

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


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






DECLARATION


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







Place : RESHMA.M.RAJAN
Date :


:













ACKNOWLEDGEMENT

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



Place: RESHMA.M.RAJAN
Date:








CONTENTS


LIST OF TABLES
LIST OF FIGURES












CHAPTERS TITLE PAGE
NUMBER
INTRODUCTION
CHAPTER II REVIEW OF LITERATURE
CHAPTER III

INDUSTRY PROFILE

CHAPTER I V DATA ANALYSIS AND
INTERPRETATION

CHAPTER V
BIBLOGRAPHY
APPENDIX



List of Tables
SL NO. Title

Page
No.
4.1 Age wise Classification
4.2 Area wise Classification
4.3 Marital Status
4.4 Educational Qualification wise Classification of
Respondents

4.5 Occupation wise Classification of Respondents
4.6 Income wise Classification of Respondents
4.7 Usage Pattern
4.8 Reasons for choosing Product\Services
4.9 Source of Inspiration
4.10 Type of products\services
4.11 Periodicity of purchases
4.12 Periodicity of usage
4.13 Factors influencing Sitaram Ayurvedic
Products\Services

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



LIST OF FIGURES
Figure
No:
Title Page
No:
4.1
Age wise Classification

4.2
Area wise Classification

4.3
Marital Status

4.4
Educational Qualification wise Classification of
Respondents

4.5
Occupation wise Classification of Respondents

4.6
Income wise Classification of Respondents







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









CHAPTER-1
INTRODUCTION











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


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


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

Objectives
The present study entitled A STUDY ON BRAND AWARENESS OF
AYURVEDIC PRODUCTS AND SERVICES WITH SPECIALREFERENCE TO
SITARAM AYURVEDA PHARMACYPRIVATE LIMITED THRISSUR is
undertaken with the following specific objectives
To evaluate the brand awareness of ayurvedic products and services
with special reference to SITARAM AYURVEDA Pharmacy Private
Limited Thrissur
To assess the role os SitaramM products\service __________ brand
loyalty and related benefits.



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

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


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






















CHAPTER-2
REVIEW OF LITERATURE












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

Aaker
1
in his study,Brand Equity Investment really Worthwhile
showed that recognition and recall is the inner urge that created in the
consumer mind while they are loyal for a higher level brand. Brand
enhance the Measurement of brand recall and recognition

Aaker
2
in his study ,Measuring Brand Equity across Product and
Markets, found about measuring brand equity comes across that,
strength of brands presence in the consumers mind about products and
services .As brand awareness is an asset that can be inordinately durable
and thus sustainable.
Blumenthal and Bergstrom
3
Brand Councils that Care: Towards the
Convergence of Branding and Corporate Social Responsibility in their
study , mentioned that both branding and corporate social responsibility
have crucial role uponthe organisation have recognized how these
strategies can add or detract from their value.

Cavero and Cedollada
4
in their study the Brand Choice and Marketing
Strategy highlighted brand devotion signifies product fondness that user
wont think of supplementary brand when they acquire a manufactured
goods.

Chieng Fayrene Y.L and Goi Chai Lee
5
in their study named
Customer- Based Brand Loyalty suggested that customer based brand


equity which based to the consumer response to a brand name.
Recognition and recall of successful brand provide competitive brand
that are critical to the success of company.
Hoffler and keller
6,
Building Brand equity through Corporate
Societal Marketing identified intensity and width as measures of
recognizing a thereby creating the brand awareness in the mindset of
consumers.
Kambiz Heidarzadeh Hanzaee and Hamid Saeedi
7
conducted a study on.
A Model of Destination Branding for Isfahan city revealed that it aims
to develop and test a theoretical model of destination branding, which
integrates the concepts of the branding and destination image.
Kan
8
signifies in his The Study of Relation between Product Value,
Brand Trust, Brand Affect and Brand Loyalty that the consumer must
have encouraging feelings as well as complete pleasure towards brand
and they will create purchase purpose and give supremacy brand loyalty
which further enhances brand profitability.
Keller
9
in the study of The Effects of Brand Name Suggestiveness on
advertising Recall, brand awareness was an informational nodes linker
to the memory of the consumer that creates a meaning of brand.
Keller
10
Strategic Brand Management explained the consumers ability
to recall and recognize the brand under different conditions and to link
the brand name, logo, symbol, and so as forth to creation brand
association in memory.
Klooster
11
revealed in his study Exploring Destination Brand
Communities described that intense global competition in the tourism
industry forces destinations to develop strong, unique, and competitive
destination brands. This has disproportionate effect on peoples


perceptions of the country as a whole, so branding is the best solution for
tourist destinations.
Kotler and Armstrong
12
. Principles of Marketing, invested that
branding today is used to create emotional attachment to product and
companies.
Kotler and Keller
13
in their study Marketing Management, relater with
brand association contributed that brand association consists of all the
brand-related thoughts, feelings, perceptions, images, experiences,
beliefs, attitudes and is anything linked in memory to a brand.
Macdonald and Sharp
14


invented in their Brand Awareness Effects on
Consumer Decision Making for a Common, Repeat Purchase Product,
that the increase of buyer awareness has made want to made buyers want
to pay for their recognizable and constructive brand. Thus, it is important
for businesses to create attraction in their brands to be in better position
than their competitors. This is evident that the consumers disseminate
and always willing to acquire a product, so here the brand awareness is
always a vital factor to manipulate the buying decisions and purchase
intentions.
Nazia Yaseen, Mariam Tahira, Amir Gulzar and Ayesha Anwar
15
, in
their study Impact of Brand Awareness , Perceived Quality and
Customer Loyalty on Brand Profitability and Purchase Intention
conducted to investigated the mediating role of purchase intention on the
relationship of brand awareness and profitability, perceived quality and
profitability and brand loyalty and profitability.
Neal and Strauss
16
. A Frame Work for Measuring and Managing Brand
Equityinvented that the primary sources of competitive advantage and
future earnings of any business are intangible includes its base of loyal
customers brands, symbols and slogans, which also includes the brands


underlying image personality, identity, attitudes, familiarity, association
and name awareness.
Parasuraman and Grewal
17
The Impact of Technology on the Quality
Value-Loyalty chainsuggested that the added optimistic retailer contract
observations are, the powerful buyer fidelity is.
Pike
18
in his study aboutDestination Marketing Organisation, stated
tourism destination branding suggest that most tourism activities take
place at a particular destination, therefore the destination itself forms a
pillar of any modeling that is done for the tourism system.
Subhani and Amber Osman
19
, A Study on Association between Brand
Awareness and Consumer Brand Loyalty, which focuses on empirical
studing the relationship of brand awareness on brand loyalty, which
constitute the success of brand.
Thakor and Kohil
20
Effect of Brand Origin Perceived Association on
consumer Perceptions of Quality, stated in their study that less concern
to be given to the place where brands manufacture their products, and
more to the place where people perceives the brands country of origin to
be.
Veryzer and Hutchinson
21
, in their study The Influence of Unity and
Prototypicality on Aesthetic Responses to New Product Designs argues
that typical brands are recalled faster than that of atypical brands
From the review of earlier study summarised above it can be concluded
that the most of the studies are related to the role of brand, brand loyalty,
general aspects of branding etc.. Studies pertaining to brand awareness
of ayurvedic products\services are very few in number and has been
undertaken.



B. Theoretical Framework of study

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


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


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


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


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


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


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

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


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


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


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

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


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

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


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


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


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


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


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


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


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

II. Ayurveda- History and Recent trends
Ayurveda is composed of two words. Ayu which means Life (Longevity)
and Veda which means knowledge (Science). This is an established, time
tested and practiced science. Many scholars have written volumes on
various aspects of like as known to our modern medical science. Few of
the important aspects covered are life style, exercise, health, body
functions, metabolism, mind, spirit, diagnosis, treatment, pharmacy, drug
& medicine diet etc. In view of Western and developed countries
preference form natural and herbal for health and health care is
increasing, the Ayurvedic science, practice and industry has great scope
of development during 21st Century.

Ayurveda provides an integrated approach to preventing and treating illness
through lifestyle interventions and natural therapies. It is based on the view
that the elements, forces, and principles that comprise all of nature - and
that holds it together and make it function - are also seen in human beings.
In Ayurveda, the mind (or consciousness) and the body (or physical mass)
not only influence each other. Together they form the mind-body. The
universal consciousness is an intelligent, aware ocean of energy that gives
rise to the physical world we perceive through our five senses. The true


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


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


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


a. Global Scenario
Even though the modern medicine had played and critically important
role in providing relief from pain and disease it had not been able to
provide a complete cure from many diseases. Further there are side
effects from many medicines. In account of the above facts, individuals
across the world are turning towards traditional medicines.

According to W.H.O. the global market of traditional therapies stands at
U.S.S. 60 Billion and is growing steadily. Global market for medicinal
herbs and herbal products is estimated to tough USS5 Trillion by 2050.
This is great opportunity for Ayurveda. Export of Ayurveda and siddha
products and services offer huge potential, considering that over 80
percent of the world population relies on the traditional system of
medicines to meet their primary health care needs. Word demand for
herbal products has been growing at the rate of 10% - 15% per annum.
There is also a growing demand for natural products including items of
medicinal value in the international market. The medicinal plants related
trade in India alone is approximately Rs. 500 crore.
Global market for herbal products, which include medicines, health
supplements, herbal beauty and toiletry products is estimated at around
US$ 50 Billion. Out of this, the market for herbal medicines alone is
estimated at around US$ 5 Billion and is expected to reach US$ 16
Billion by 2006.
The global herbal product market are mainly in Europe and North
America which together account for 63% of the world market. The
European for herbal remedies account for 45% of global market.
Germany and France are the most established marked with a share of
22% and 11% respectively. China is the major exporter of traditional
medicines to the world market. India needs to organize itself well to get
any significant share in this growing market segment. Against a total


global market of US$ 50 Billion India contributes only Rs. 500 crore.
The export of value added product is only Rs. 75 crores and mainly to
markets where people of Indian Origin resides.
b .Indian Scenario
Ayurveda originated in the 10th century BC, but its current form took
shape between the 5th century BC and the 5th century AD. In Sanskrit,
Ayurveda means science of life. Ayurvedic philosophy is attached to
sacred texts, the Vedas, and based on the theory of Panchmahabhutas all
objects and living bodies are composed of the five basic elements: earth,
water, fire, air and sky. Similarly, there is a fundamental harmony
between the environment and individuals, which is perceived as a
macrocosm and micros relationship. As such, acting on one influences
the other. Ayurveda is not only a system of medicine, but also a way of
living. It is used to both prevent and cure diseases. Ayurvedic medicine
includes herbal medicines and medicinal baths. It is widely practiced in
South Asia, especially in Bangladesh, India, Nepal, Pakistan and Sri
Lanka.

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

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



Ayurvedic medicines are produced by several thousand companies in
India, but most of them are quite small, including numerous pharmacies
that compound intergradients to make their own remedies. It is
estimated that the total value of products from the entire Ayurvedic
production in India is one the order of one billion dollar (U.S). The
industry has been dominated by less than a dozen major companies for
decades, joined recently by a few others that have followed their lead, so
that there are today 30 companies doing a million dollars or more per
year in business to meet the growing demand for Ayurvedic medicine.
The products of these companies are included within the board category
of fast moving consumer goods (FMCG; which mainly involves foods,
beverages, toiletries, cigarettes etc.) Most of the larger Ayurvedic
medicine suppliers provide materials other than Ayurvedic internal
medicines, particularly in the areas of foods and toiletries (soap,
toothpaste, shampoo etc.) where there may be some overlap with
Ayurveda, such as having traditional herbal ingredients in the
composition of toiletries.

Ayurveda is an ancient Indian medical science, the origin of which can
be traced back to the Vedas, which are the oldest available classics of the
world. Vedas are the ancient books of knowledge, or science, from India.
They contain practical and scientific information on various subjects
beneficial to the humanity like health, philosophy, engineering, astrology
etc. Ayurveda is a holistic healing science which comprises of two
words, Ayu and Veda. Ayu means life and Veda means knowledge
or science. So the literal meaning of the word Ayurveda is the science
of life. Ayurveda is a science dealing not only with treatment of diseases
but is also a complete way of life.



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


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

c . Kerala
The ideal geographic location of Kerala and its salubrious climate
has made external purification and rejuvenation therapies most
effective for treatment of many psychosomatic disorders. The high
humidity in Kerala helps to open up the body pores and the
medicinal oils used in massaging get easily absorbed into the body
there by increasing the effectiveness of the treatment
Kerala is famous for its enchantingly gorgeous natural scenes and
interesting cultural heritage determining back to thousands of years.
Ayurveda and yoga are from an intrinsic part of the cultural heritage of
Kerala. Ayurveda has been exercised in all oats of India, involving
Kerala ever since time unknown and even so, considered a secure
alternative to convention modes of medicine.
Ayurveda goes with the approach of holistic remedies and benefits you
to discover a delighted and enjoyable life free of sicknesses. The healing
of Ayurveda is founded one of the belief that all the disease in a human
body arises due to imbalance in the Tridoshas such as Vata, Kapha and


Pitta. Ayurvedic treatments are provided on patients to carry the right
balance in tridoshas. Ayurvedic treatments are provided on patients to
carry the right balance in tridoshas Ayurvedic treatments offer
rejuvenation and relaxation it designed a balance between body, mind
and soul. Some in demand and affective Ayurveda Treatments advised to
the patients include body sliming therapy, Anti-Neuropathy treatments,
Rejuvenation therapy, Migraine therapy, Body Immunization therapy,
Skin and beauty therapy, Arthritis and Spondy litis therapy,
Panchakarma therapy and Sinusitis.
Sirodhara, Pizhichil, Navarakizhi, Thalapothichil, Pachakizhi and
Podikizhi are some of the Kerala special ayurvedic procedures.

Kerala is blessed with a very rich bounty of healing herbs, trees and
shrubs that have been an endless source of Ayurvedic therapies. Kerala
has advanced its own of Ayurveda Message therapies such as Elakizhi,
Dhara, Lepanam, Kativasthi, Pizhichil, Abhayangam, Thalam,
Ksheeradhoomam, Nasayam, Udvarthanam, Dhanyamla Sirovasthi,
Njavarakizhi, Snehapanam and Urovasthi. Ayurveda remedies can be
effectual in different types of complaints like skin diseases, arthritis,
motor-neuron diseases, peptic ulcer, vascular diseases, respiratory
diseases, stress, heart diseases and gynecological disorders. The
revitalising Ayurvedic massages are an essential part of therapies that
help in energizing your mind, body and soul. Time scale of Ayurveda
treatments depends on the nature of medications you require and can
diversify from one week to a month. Yoga and meditation also from an
intrinsic part of the Ayurvedic therapies and are practiced under the
supervision of yoga professionals.

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


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


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


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


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


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




Apart from Allopathic system, Ayurveda is one of the following
systems recognized by the Government:
i) Ayurveda
ii) Siddha
iii)Unani
iv)Yoga
v) Naturopathy
vi)Homoeopathy
Infrastructure
A vast infrastructure of Ayurveda comprising teaching institutions,
registered medical practitioners, hospitals & dispensaries and drug
manufacturing units is available in the country as under:
(a) Registered practitioners : 4,30,890
(b) Total number of Colleges: 221
(c)Admission Capacity per annum for Degree course: 12,000 approx.
(d)Postgraduate colleges: 60
(e)Admission Capacity of Postgraduate courses: 1,000 approx.
(f)Ayurveda Universities: 2
(g)Licensed Drug Manufacturing Units : 7,778
(h)Hospitals: 2,500 approx.
(i) Beds in hospitals: 45,000 approx.
(j) Dispensaries : 14000 approx

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


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



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

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






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


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







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CHAPTER 3
INDUSTRY PROFILE















SITARAM -INDUSTRY TODAY
In 1970, the Indian Medical Central Council Act was passed to
standardise qualifications for Ayurveda and provide accredited
institutions for its study and research. Today, more than a hundred
colleges around the country offer degree programs in traditional
Ayurvedic medicines.The state-sponsored Central Council for Research
in Ayurveda and Siddha (CCRAS) is the primary institution for
traditional medicine in India and has conducted studies on ayurvedic
elixirs, ingredients and results. Within India, such traditional, over-the-
counter remedies remain the most popular, accounting for almost 70% of
medicinal products sold in the country, with 30% being prescription
drugs. The herbal and ayurvedic market in India is predicted to continue
to grow at a rate of 12 to 15% per year. There are a lot of ayurvedic
medicinal units prevailing in Kerala. SITARAM AYURVEDA
PHARMACY LTD is one of the major unit among them
Origin
SAPL was started in 1921 under the instructions of Maha Raja of EAST
WHILE COCHI H.H. RAMAVARMA. SAPL has completed 86 years of
manufacturing and distribution of quality ayurvedic medicine sat
competitive and affordable prices to the customers. Considering the
increased demand for the ayurvedic medicines and facilities of
treatment and in tune with the traditional interest, SAPL has taken up


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


SAPL has started a high-tech specially ayurvedic hospital with GCP
constitutions, co-ordination departments like general medicines,
pediatrics, ophthalmology, ENT, surgery, toxicology etc and giving
prime importance for panchakarma, treatment for infertility and
physiotherapy etc at TRICHUR. Themeteoric rise of SAPL is attributed
to application of most modern technique a in the production process
introduction of stringent quality control measures, employment of
technically competent professionals and excellent organisational set up.
SAPL has bagged 6 different awards in national and international levels
so far. The company is exporting its products to Russia, Germany,
Australia and Middle East countries.
Sitaram Ayurveda Pharmacy is considered among the oldest
Ayurvedic institutes in Kerala. Its history dates back to 1921, when
the company started with the blessings of Maharaja of erstwhile
Kochi princely state, Rama Varma. The company was originally
registered in the name of SITARAM ANGLO AYURVEDA
PHARMACY ltd. the name was changed as SITARAM
AYURVEDA PHARMANCY LTD (SAPL) in 1994. Sitaram
Ayurveda Pharmacy Ltd is an Ayurvedic company which
manufactures medicines in Thrissur, Kerala state. It is also the first


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


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

. The emblem of Sitaram Ayurveda Pharmacy Ltd
ASHTADALAM is a symbolic expression of their vision; Kaya
(general medicine), Bala (gynecology & pediatrics), Grita
(manacika), Udyana (ENT &dentistry), Shalya (surgeon),
Agathathondru (toxicology), Jena (genetics) and Vrishna
(rejuvenation)
Scientific comprehension of Ayurvedic information and scientific
methods of preparing medicines is the main points about Sitaram
Ayurveda laboratory. The laboratory has got recognition from
Kerala and India Government Agencies. The production also
observes strict in house standards to ensure highest quality in
medicines.They have over 450 medicines; 25 of them are patented
medicines.
Mission
To provide quality products at best and suitable prices
Like every business concerns profit motive is the objective
of the company
Expansion of business
To launch processed products
Vision
SAPL have always been striving to provide their customers with the
products that help they live a healthy life ranging from KASHAYA


& ARISHTAM to available at affording prices.Sitaram is committed
to other total health care solution to its customers
Implementation of modern techniques in the production
programmes, introduction of stringent quality control measures, with
out deviating from old sastric methods of production employment of
technically competent professionals, excellent organisational setup
for efficient management, devoted workforce, and support from the
Physicians. The vision and the dynamic leadership of Dr. D.
Ramanathan, Chief physician and Managing Director is steering the
unit towards greater heights. The unstinted support from the
members of Director board and the advice from the expert
management committee enable him to guide the unit in the proper
direction.


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


To establish Research and Development Centre, libraries and to
promote educational institutions for the development of Ayurvedic
science.
To create a good relation with customers
To deal and trade all raw materials used for the production
To manufacture and deal in all kinds of vetenary products
To ensure fair compensation to employees
To create complaint free product
To provide a good working condition
To give opportunity to the employees
Speciality
Sitaram Ayurveda Pharmacy has state of the art distillation system for
manufacturing aasav and arishtas (medicated alcohols) and liquid
medicines they have their own pharmacopeia to that they created the
unique medicines which are greatly compactable to ayurvedic theme of
medicines.
PROFILE
Name of the company : SITARAMAYURVEDA PHARMACY
LTD
Registered Office : Veliyannur, Trichur - 680 001, Kerala
Factory : III/475 A, Gandhi Nagar Road
Nedupuzha. P.O., Trichur, Kerala
Specialty Hospitals : Veliyannur Road, Trichur, Masjid Road
Ernakulum
State of Registration : KERALA
Type of Industry : Ayurveda Industry
Business : Manufacturing of Ayurveda medicines


Auditors : M/S Vasu & Sivaram
Chartered Accountants
Pazhanakkavu, Trichur
Bankers : South Indian Bank
State Bank of India
Small Industries Bank of India

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

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

Managing Directors : Dr. D. Ramanandan
Executive directors : Mr. Ramadurai
Adv:D.Meenakshi Sundaram
Chairman : Mr. T.K.G. Nayar
Other Directors : Dr. K.V Shanmughadas
Dr. Vignesh Devaraj
Smt. Valli Ramanathan



ORGANI SATI ONAL CHART




























Managing Director
General Manager
Production
Manger
QC
Manager

Purchase
Manager

Marketing
Manager
Finance
Manager
Export
Manager
Factory
Manager
Assistant
Manager
Chemist
Accounts
Staff
Supervisor
Supervisor

Workers
Technical
Assistant
Regional
Manager
Marketing
Coordinator

Workers


Sales
Staff
Office
Superintend
Clerical
Staff


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

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


He is responsible for:-
Planning scheduling bulk production of the products
Procurement, preservation and issuing of raw materials.
Evaluation of raw material suppliers for inclusion in the
approved list
Ensure that only those products passed after quality control test
released for further test
Controlling non-confirming products including reprocess
requirement
Training for personals working under his control
Enforcing code of conduct and GMP for those working under
his control
Control of records relating to production & raw material
procurement.
Initiation of recruitment procedure for his staff
Enforcing discipline for safe working & work environment.

Quality control Department
Quality assurance department has the primary aim of customer
satisfaction. Hence its prime duty is to ensure that any customer
complaint (which is actually customer feedback) should be taken
seriously and it should be communicated to all concerned. Problem
solving tools are employed to ensure that the problem is solved and error
proofing methods are adopted to ensure that such problems dont occur
again. Quality department checks whether the process is carried out in
concurrence with the laid down specifications and the basic standard
practice. The inferences are record and follow-up action is initiated
where ever any abnormality is found. He is responsible for:
To control all inspections and test activities
To ensure accuracy, fitness for use & legitimacy of the use of all
the test equipments.
To ensure availability of chemical and consumables required for
testing.


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

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

Two basic financial statements are prepared for the purpose of external
reporting to owners, investors and creditors, they are



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

Marketing Department

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


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

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





Reasearch and Development Department

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


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

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





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

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

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

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


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

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



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

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

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

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

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

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



B. SITARAM SPECIALITY PRODUCTS

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


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


C. PATENTED AYURVEDIC PRODUCTS DEVELOPED
BY R & D
Allerkhand Tablet: To fight against all infections. Effective in
all skin diseases, specially eczema, skin diseases due to
poison, sneezing, running nose, irritation of nose and other
nasal/head diseases.
Ashtra Plus : Highly invigorating medicine for males. Effective
in male infertility, fatigue, lack of vigor, vitality, sperm count
and mobility of sperms.
Dasamool Cough Syrup P: A natural expectorant, Swasagora,
Kasa soola, parsive soola, prashta soola, kshovha thirka soola
and jawaea.
Ksheeraguluchi Aavarthi : All kinds of vatha raktha vikaras,
vatha pitha vikaras.
Nilstone tablet : It is highly diuretic, asmari, moorhrakucharam
Psora Herb Oil :Recommended in complaints of all skin
diseases, particularly psoriasis, itching, scaling of skin.
Osteon C.G. Tablet : For all inflammatory conditions. All
kinds of vatarktha, other rheumatic complaints, pain in joints etc.
Seurf Herbal Oil : Advised in problems of dandruff, itches,
baldness, falling of hair, seborroehae, flextural dermatitis,
scaling, nasal complaints like sinuitis, head ache etc.


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



D.FEATURED PRODUCTS AND SERVICES

A.P HAR TABLET- Amla Pitha Dosha Reliever
ANTUSSIN CAPSULE - Cough Relief in Capsule

ASTHRA PLUS -Effective in male fertility, fatigue lack of vigor
and vitality.
C.H QUATH -A Natural health supplement. The age old
chyavanaprasam in kashayam form

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


Osteon C.G is effective in osteoporosis & arthritis. Provides mobility
in rheumatic conditions. Rich in calcium source
PSORA HERB OIL
Non steroidal herbal preparation for toxical use clears skin
patches.Psora Herb Oil restores original skin texture. Devoid of
itching & scaling

S.T.POWDER
Safest laxative. Effective in habitual constipation. Especially for
cardiac patients. Effective in ophthalmology related ailments.
Beneficial for piles patients.
RAKTHAMRUTH
Rakthamruth is ideal haematinic for all age groups. Haematinic
tonic, increase H.B Count. Rich in iron source. Blood purifier and
detox agent.
SOMNA SAP
Restores tranquilty.Anti stress effect and anti lethargic effect.
Effectively relieves anxiety. Safe for long term use.Somna sap
ensures sound sleep.
THRIPHALANNABHEDI TABLET
T.A.tab is effective in anemic condition. Devoid of side effects like
gastric irritation and constipation. Beneficial for both young & old.
Sitaram Specialty Hospital
The multi bed hospital is specializing in the pancha karma therapy. The
hospital is first of its kind to couple physiotherapy with ayurvedic


treatments. It houses its own yoga centre. Patients from all over the
world visit Sitaram regularly for its renowned treatments in all the
departments of medicine.Sitaram has florished mainly because of the
mouth to mouth publicity of its faithful patients who has been cured
mentally ,physically and emotionally by the panel of experienced
doctores. All the doctors have more than 30 years of experience.
Sitaram Ayurveda hospital specialize in the treatment of
"Thalaneerirakam" ,"Sthree rogangal" , depression, "asthitheymanam",
etc.
The Hospital conducts every second saturday , a medical camp in which
famous child specialist of kerala is attending to the children.
It is the motto of the hospital to conduct free medical camp on all the
medically important days like diabetic day,heart day etc. and on National
Holidays like Republic day ,Independance day etc.
The Hospital became the role model in the treatment of mentally
retarded children by successfully conducting camps aimed at children of
special needs.


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


(TCM).It is trying to propagate and promote authentic Ayurveda and its
branches and all allied sciences globally. The trust aims on research in
Ayurveda related to the diseases such as Diabetes(prameha) , blood
pressure, hypertension, hypotension, rheumatoid arthritis(amavatham) ,
vatharaktham , asthma(thamaka swasam) , infertility (anapathyatha) , life
style and degenerative diseases , etc. and it promotes Yoga and other
allied activities. The trust also conducts medical camps and several other
related charitable activities. The main objective of the trust includes the
promotion and propagation of authentic Ayurveda.
Research in Ayurveda for its global acceptance and to improve the world
health through Ayurveda, yoga and traditional complementary
medicines.
Promotion of medicinal plants globally. To educate the people in good
and healthy life style for happy, harmonious and healthy living
To spread the knowledge of Ayurveda, yoga and other traditional
complementary systems through educational institutions, teaching
centers, conferences, journals etc. To improve the knowledge data base
of Ayurveda, yoga, and other Traditional Complementary
Medicines(TCM)
To conduct medical camps and related charitable activities for the benefit
of the public.To setup educational institutions, medicinal plant gardens,
herbarium, to develop tourist spots to educate the science of Ayurveda,
clinic, medical institutions and libraries and enter into tie up with similar
educational, cultural and social organisation. To provide free medical
and professional aid to needy people. To raise funds for the attainment of
the objects of the trust by way of donations, subscriptions and collections
To accept donations in cash or in kind such as land, building and other
immovable, auction able claims over properties, bequeathed
endowments, donations in the nature of Gold, silver or other precious


metals/ornaments.To accept grants, aids and other facilities/rewards from
government, or private institutions and private parties on such terms and
conditions To set up hostels for boys and girls, homes for senior citizens,
homes for the destitute and provide necessary health care.
It shall be lawful and competent for the trustees to give donation to other
charitable trusts and other institutions and the trust shall be for the
benefit of all persons belonging to whatever community irrespective of
cast, creed etc.
The trust also aims at an exclusive training mission by launching Sitaram
Power coaching which includes both professional and ayurvedic
trainings.The objectives of the trust will not include objectives involving
the carrying on of any activity for the profit within the meaning of
Income Tax Act 1961
Achievements & Awards
The vision and the dynamic leadership of Dr. D. Ramanathan, Chief
physician and Managing Director is steering the unit towards greater
heights. The unstinted support from the members of Director board and
the advice from the expert management committee enable him to guide
the unit in the proper direction.
A gift from Sitaram to the Nation for the Millennium is its new
Manufacturing Facility Constructed to follow the GMP (Good
Manufacturing Practice) in the production of Ayurvedic Medicines as per
the Notification of Ministry of Health &Family Welfare, Government of
India, New Delhi, dated 23rd June 2000. The factory has incorporated all
the guidelines stipulated by World Health Organisation (WHO) to
produce quality herbal medicines. As this facility can be compared with
any modern drug manufacturing unit in the western world. Sitaram


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

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


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


















CHAPTER - 4
DATA ANLYSIS AND INTERPRETATION










DATA ANLYSIS AND INTERPRETATION

Brand awareness and effectiveness of Sitaram Ayurvedic
product\services are analysed and interpreted in this chapter. In the
present study, data are collected from 50 customers using products and
services of Sitaram limited with the help of questionnaire, specially
developed for this study. Out of this 50 respondents , 32 were male and
18 were female.
Following tables shown the classification of male and female customers
on the basis of age, area of residence, marital satus, qualification and
monthly income.
I. Socio-Economic Profile of Respondents
Age
The customers covered under the study were classified in to 6. The categories to
which they belong are below 20, 20-30, 30-40, 40-50, 50-60 and above 60. Table
4.1 present age wise classification. The analysis of table reveals that customer
belonging to the age group below 20 include only one male respondent. At the
same time 20-30 age group shows 11 customers, among them 64percent are male
and 36.36percent of female. Those whose belong to the age group of 30-40 are 9
customer, consist 66.67 percent of male and 33.33 percent of female. In the case of
40-80 age group, 70.59 percent male and 29.41percent female represent out of 17
customers. The age group 50-60 consist of 9 customers, out of this 44.44 percent
and 55.6 percent male and female respectively. The last age group is above 60,
covers only 3 customers, they represent 6.67percent male and 33.37percent
female. Thus, the majority of the customers covered in this study are in the age
group of 40-50.


Table 4.1
Age wise classification
Age Gender Total
Male Female
Below 20 1
(100)
- 1
(100)
20-30 7
(63.64)
4
(36.36)
11
(100)
30-40 6
(66.67)
3
(33.33)
9
(100)
40-50 12
(70.59)
5
(29.41)
17
(100)
50-60 4
(44.40)
5
(55.60)
9
(100)
Above 60 2
(66.67)
1
(33.33)
3
(100)
Total 32
(64)
18
(36)
50
(100)
(Figure in brackets denote percentage to total)
source: Field Survey
Figure 4.1


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



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


source: Field Survey
Figure 4.2

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


24%
66%
10%
Locality
urban
semi-urban
rural


Table- 4.3
Educational Qualification wise classification of Respondents
Educational
Qualification

Gender Total
Male Female
High school
7
(70)
3
(30)
10
(100)
Plus Two\PDC
8
(61.54)
5
(38.46)
13
(100)
Diploma\Technical
6
(75)
2
(25)
13
(100)
Graduation
7
(63.64)
4
(36.36)
8
(100)
Post graduation
3
(60)
2
(40)
11
(100)
Others
1
(33.33)
2
(66.67)
3
(100)
Total 32
(64)
18
(36)
50
(100)
(Figure in brackets denote percentage to total)
source: Field Survey
Figure 4.3

20%
26%
16%
22%
10%
6%
High school
Plue two\ PDC
Diploma Technical
Graduation
Post graduation
Others


Marital Status
As marital status of the customers too effects the buying behavior of the
customers a lot. Depending upon customers purchase intensity, the brand
loyalty of the product\ services increases.In the table 4.4, among 50
customers, 80percent were married and 20pecent were single.
Table 4.4
Marital Status
Status Gender Total
Male
Female
Single 4
(40)
6
(60)
10
(100)
Married 28
(70)
12
(30)
40
(100)
Total 32
(100)
18
(100)
50
(100)
Figure 4.4





20%
80%
status
Single
Married


Occupation
Occupation is another variable which affect the purchasing behavior of
people. In case of occupation wise classification, the categories to which
customers belong to are government employee, private employee
Business/Professionals, students and others. They are shown in table 4.5.Table
indicates that out of 50 sample, government employees represents 10, out of this
60 percent are male and 40 percent are female. In the case of private employees,
male and female represents 55.6 percent and 44.4 percent respectively, of total
9 customers of this category. Third category is Business/Professionals category
contains 11 customers, in this case 90.9 percent are male and 9.1 percent are
female. 8 customers are coming under student group, out of this males are 75
percent and female are 25 percent . The rest of the 12 customers belong to
others category among them, 41.7 percent and 58.3 percent denote the male and
female respectively. In short others groups are more. Business/Professionals
comes nearest to them.
Table- 4.5
Occupation wise classification of respondents
Occupation Gender Total
Male Female
Govt. Employee 6
(60)
4
(40)
10
(100)
Private. Employee 5
(55.6)
4
(44.4)
9
(100)
Business/
Professionals
5
(41.7)
7
(58.3)
12
(100)
Students 6
(75)
2
(25)
8
(100)
Others
10
(90.9)
1
(9.10)
11
(100)
Total 32
(64)
18
(36)
50
(100)
(Figure in brackets denote percentage to total)
source: Field Survey


Figure 4.5

Income wise classification
Table- 4.6
Income level of respondents

Monthly
Income
(Rs.)
Gender Total
Male Female
Below 10,000 5
(55.4)
4
(44.4)
9
(100)
10,000-15,000 4
(44.4)
5
(55.5)
9
(100)
15,000-20,000 7
(63.64)
4
(36.36)
11
(100)
20,000-25,000 8
(61.54)
5
(38.46)
13
(100)
Above 25,000 8
(100)

8
(100)
Total 32
(64)
18
(36)
50
(100)
20%
18%
24%
16%
22%
Government Employee
Private Employee
Business\ profession
Student
Others


(Figure in brackets denote percentage to total)
source: Field Survey
Figure 4.6

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

Usage Pattern
Here it is attempted to know the usage pattern of Ayurvedic
products\services.The table 4.7 shows the data of regular usage of Ayurveda
18%
18%
22%
26%
16%
Below Rs10000
10000-15000
15000-20000
20000-25000
Above 25000


products, on the basis of classification almost always, sometimes, almost never
often and rarely. The table depicts that 44 percent of them responded as they
used it always . 36 percent represent as they sometimes used it, 10 percent are
of an opinion of that they used it ofently and the rest 6 percent and 2 percent
stated as they rarely and almost never it respectively. From the table it can be
found that majority of them used Ayurveda producst \services in their daily
life.
Table- 4.7
Usage Pattern


Frequency
Percentage
Almost Always 22 44
Sometimes 18 36
Often 5 10
Rarely 3 6
Almost never 2 4
Total 50 100
source: Field Survey
Reasons for choosing Ayurveda Products\services
Usually people buy a product to satisfy certain demands and meets their specific
requirements. This table 4.9 depicts that customers were asked to express the
reason for choosing Sitar am Ayurvedic products\services. For this purpose they
were asked to rank the given options 1, 2, 3, 4 & 5. For analysis purpose weight
age is assigned for each rank namely 5 for 1, 4 for 2, 3 for 3, 2 for 4 and 1 for 5
respectively, the average weighted score is calculated. Based on the average
weighted score, rank has given to each of the reasons.
From the table 4.8, it can be observed that no side effects score Ist rank (15)
the comes effectiveness (12.93), credibility (8.13), emotional attachment (7.2)


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

Table 4.8
Reasons for choosing Ayurveda Products\services.
Reasons
Scores
Rank
No side effects 15 I
Effectiveness 12.93 II
Credibility 8.13 III
Emotional
attachment
7.2 IV
Previous
experience
6.73 V
source: Field Survey
Type of Products/Services
The important products\services preferred to purchaseare analysed in Table
4.9.For this purpose the customers were asked rank then in the given options I,
II, III, IV, V,VI,VII,VIII,IX,X,XI &XII .For analysis purpose weightage is
assigned for each rank namely 12 for 1, 11for 2, 10 for 3, 9 for 4, 8 for 5,7 for
6,6 for75 for 2, 4 for 9 ,3 for 10,2 for 11 and 1 for 12 respectively. Then
average weighted score is calculated. Based on the average weighted score, rank
has given to each of the products\services.
From the table, it can be observed that Dasamool Cough Syrup score Ist
rank (9.23), Asawas/Arishtas (7.89), Ghuthams (6.05), Sitaram Hair Tone
(5.36), Choornams (4.23), Anmti-Obesity(4.08), Ashtra Plus (3.64), Prora
Herb Oil (2.85), Ksheergulachi Aavasti (2.33) ,Abhyanbam(2.09)Allerkhand
Tablet (1.20) and Sitaram Tengin Pookula Lehyam (1.05) in the place of IInd,
IIIrd, IVth, Vth, VIth, VIIth, VIIIth, IXth , Xth,XIth and XIIth respectively.
Mostly the customers are dasamool cough syrup which is a natural


expectorant. It can be used by all age group. Among the listed 10 product the
least used product was Sitaram Thengin Pookula Lehyam.
Table 4.9
Types of Product\Services
Product\Services Score Rank
Dasamool cough
syrup
9.23 I
Asavas/Arishtas
7.89 II
Ghuthams
6.05 III
Sitaram hair tonic
5.36 IV
Choornams
4.23 V
Anti-Obesity
4.08 VI
Asthra Plus
3.64 VII
Psora Herb oil
2.85 VIII
Ksheeraguluchi
Aavasti
2.33 IX
Abhyanbam
2.09 X
Allerkhand Table
1.20 XI
Sitaram Tengin
Pookula Lehyam
1.05 XII
source: Field Survey

Source of Inspiration
Source of inspirationis an important factor of which help the customers to
know the overall features and benefitsof branded ayurvedic products\services
of Sitaram, which in turn help them to select the products\services according to
their needs. The sources of inspiration includes Prescription by doctor,
Advertisement through media, Friends and relatives, Previous users and Own
experience.The table 4.10 revealed the source of inspiration to one customers in
using the brand.18 percent of customers got an inspiration from the doctors


prescription. 40 percent stated as they inspire by the advertisement through
various medias such as newspapers, maganisines, websites, etc. 20 percent
of them responds as they got inspiration from friends and relatives. 14 percent
inspired by the opinion given by the previous uses and the rest 8 percent
represent as they got inspired from their own experience. Majority of them
have got ispiration from advertisement through media.
Table 4.10
Source of Inspiration
Source of inspiration Number of
customers
Percentage
Prescription by doctor 9 18
Advertisement
through media
20 40
Friends and relatives 10 20
Previous users 7 14
Own experience 4 8
Total 50 100
source: Field Survey
Periodicity of purchases
Number of purchase indicates the intensity of purchase\usage. Periodicity of
purchase is specified as daily, weekly, monthly and Not any particular pattern it is
varied in nature. From the table 4.12, among them 60 percent of customer opines
that they purchased it daily, 20 percent of the customers purchased it weekly. 8
percent of them stated they purchase if fortnightly. 10 percent remarks as they
monthly purchase it and 2 percent particulars pattern, it is varied in
nature.Majority of the customers daily used it.





Table 4.11
Periodicity of purchases
Periods Number of
customers
Percentage
Daily 30 60
Weekly 10 20
Fortnightly 4 8
Monthly 5 10
Not any particular pattern
it is varied in nature
1 2
Total 50 100
source: Field Survey
Periodicity of usage
Here periodicity of usage indicates the length of time of using
products\services increase in the number of hours of use indicate the
increase and intensity in the use of product\services. From the Table 4.13 It
can be seen that majority ie.64 percent have been using it for more than 5 years
and rest of them use it as 4 percent customers used it less than 1 year, 12percent
used it in between 1-2 years and 20percent used it in between 2-5 years.


Table4.12
Periodicity of usage
Period Number of customers Percentage
Less than 1 year 2 4
1-2 years 6 12
2-5 years 10 20
More than 5 years 32 64
Total 50 100
source: Field Survey



Factors influencing Sitaram Ayurvedic Products\Services
Major factors attracted to purchase product and services are Received value and
quality, Trust worthiness, Distinctiveness, Social Image, Brand loyalty and customer
satisfaction, Goodwill and reputation and Eliminates imitations. They are analysed in
Table 4.14. From the table it can be observed that customers were asked to express
their views about factors influencing them to purchase the branded
products\services. For this purpose they were asked to rank the given options I,
II, III, IV ,V,VI and VII. For analysis purpose weightage is assigned for each
rank namely 7 for 1, 6 for 2, 5 for 3, 4 for 4 ,3 for 5,2 for6 and 7 for
1respectively, the average weighted score is calculated. Based on the average
weighted score, rank has given to each of the factors.
From the table it can be observed that received value and quality possess the
Ist rank (11.89). Followed by other factors such astrust worthiness (10.07),
distinctiveness (9.53), social image (5.50), brand loyalty and customer
satisfaction (5.14), good will and reputation (4.25) and eliminates limitation
(3.57) in the place of IInd, IIIrd, IVth, Vth and VIth rank respectively.

Table4.13
Factors influencing Sitaran Ayurvedic Products\Services

Factors Score Rank
Received value and quality 11.89 I
Trust worthiness 10.07 II
Distinctiveness 9.53 III
Social Image 5.50 IV
Brand loyalty and customer
satisfaction
5.14 V
Goodwill and reputation 4.25 VII
Eliminates imitations 3.57 VIII

source: Field Survey





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

Table 4.14
Opinion regarding Sitaram products\services
Opinion Number of customers Percentage
Excellent 19 38
Very good 14 28
Good 9 18
Not good 3 6
No opinion 5 10
Total 50 100
source: Field Survey
Risk\Problems connected with availability of products

Table 4.15
Risk\Problems connected with availability of products
Factors Number of customers Percentage
Expensive 18 36
Out of stock 12 24
Delay in delivery 10 20
Not as per expected
quality and quantity
5 10
Limited offers\prizes 10 20
Total 50 100
source: Field Survey

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


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

Promotional measures
Table 4.16
Promotional measures
Promotinal
Measures
Fully
Aware
Aware Partial
Aware
Slightly
Aware
Not
Aware
Total
Advertisement and
public relation
activities through
various medias
40
(80)
6
(12)
4
(8)
50
(100)
Consumer education by
conducting seminars and
conferences
25
(50)
10
(20)
12
(24)
50
(100)
Co-marketing programs
18
(36)
12
(24)
8
(16)
10
(20)
2
(4)
50
(100)
(Figure in brackets denote percentage to total)
source: Field Survey

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


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

Table 4.17
Perception of Customers about Brand Awareness and its
Effectiveness

Statement Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Total
Brand awareness
creates trust
worthiness and
creditability
leads to purchase
intensity
12
(24)
16
(32)
13
(26)
6
(12)
3

(6)
50
(100)
Allow savings of
time and energy
through identical
repurchasing and
loyalty
4
(8)
14
(28)
15
(30)
10
(20)
7
(14)
50
(100)
create a positive
and prominent
meaning in the
mind of
consumers
3
(6)
8
(16)
18
(36)
12
(24)
9
(18)
50
(100)
Branded
products creates
brand monopoly
in the target
market
13
(26)
15
(30)
11
(22)
5
(10)
6
(12)
50
(100)
Reduce the wide
selection and
choice
8
(16)
17
(34)
15
(30)
7
(14)
3
(6)
50
(100)
(Figure in brackets denote percentage to total)
source: Field Survey




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






















CHAPTER- 5
SUMMARY OF FINDINGS, SUGGESTION
AND CONCLUSION













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
















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


in their daily life. Major reason for choosing them are they have no
side effects, other important reasons influences them for using them
are its credibility, previous experience and emotional attachment
associated with it.
Types of Ayurvedic products\services preferred to purchase
them in the order of their importance Dasamool cough syrup,
Asavas/Arishtas, Ghuthams, Sitaram hair tonic, Choornams, Anti-
Obesity, Asthra Plus, Psora Herb oil, Ksheeraguluchi Aavasti,
Abhyanbam, Allerkhand Table and Sitaram Thengin Pookula
Lehyam. All of them are well informed about all this Ayurvedic
products\services.
Majority of them got inspiration from advertisement through
various medias such as newspapers, television, magazines, websites,
etc Other important sources of inspiration are friends\relatives,
doctors prescription etc...
Important factors attracted by the customers to choose the
Sitaram limited products\services due to its perceived quality and
value. Other major factors in the order of their importance are
trustworthiness, distinctiveness, social image, brand loyalty and
customer satisfaction, goodwill and reputation and eliminate
imitation.
Majority of them have excellent and good opinion regarding
products\services, which indicates its increased brand value and high
and high rate of brand awareness.
Major problems\risks regarding their products\services pointed
out by customers are limited offers\prizes,expensive,out of stock,
delay in delivery and at last as its not as per the expected quality. The
organisation should take adequate steps for solving it.


Majority of the customer aware about the advertisement and
public relation activities through various media adopted by the
organisation. They also know about the various seminars and
conference conducted by the Sitaram limited. But they are less aware
about the co-marketing programs conducted by the Sitaram limited.
The analysis based on the perception of the customers using
branded Ayurvedic products\services, majority of them have strong
argument with the statements given , then, it can concluded that-
Brand awareness promotes purchases intensity leads to brand equity
and loyalty which in turn increases the profitability and reputation of
the organisation.

















c. SUGGESTIONS
Based on the findings of the study , the following suggestions are made
for promoting brand awareness
Better solution for promoting more and more brand awareness is to make
proper and effective communication about the branded products\services
to its customers. Marketing department Sitaram limited should also
concentraded on the co-marketing\co-branded programs by tie-up with
various educational, socio-cultural organisation for increasing the sales
along with advertisement and promotional measures. Promotional
products drive traffic to booth the tradeshows, improve response rates on
direct mail campaigns, increase referrals, return business, employee
morale, encourage or retain brand loyalty the consumer remind the
consumer that the product exist. Also the organisation must tries to
promote business through word-of-mouth communication strategy
which have a synergistic effect in the growth of the brand. Opening new
customer service centers for consulting arrangements made to visit the
factory and appointing field staff are very helpful for creating and
increasing the awareness among the existing and prospective customers,
which help them to know more and more about the Ayurvedic
products\services and it will induce them to acquire it. Conducting free
medical camps for needy persons and related charitable activities should
also helps in increase its brand value.
As per the customers view points the Ayurvedic products\services are
very much expensive, even though they use it due it its value and quality.
Also because of its effectiveness without any side effects.More over
semi-urban people suggested that as they use the products\services to a
certain extend no offers\prizes were allowing to the prospective
customers.Also the company should take necessary measure to make


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






















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























BIBLIOGRAPHY















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






















APPENDIX













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

I. Personal Details
1. Name:

2. Gender Male Female

3. Marital Status Single Married

4. Age Below 20 20-30
30- 40 40-50
50 - 60 Above 60

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


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


c .Almost never



10. Reasons for choosing Ayurveda products (Rank them in the order of
importance)
a. Effectiveness c.Previous Experience
b.No side effects d .Credibility
e.Emotional attachment

11. Source of inspiration for using Sitaram Ayurveda Products / Services
a. Prescription by doctor b.Advertisement through
media
c. Friends and relatives d.Previous users
e. Own experience


12. Type of products and services preferred to purchase (Rank them in the order
of importance)

a Asavas/Arishtas
b Ghuthams
c Choornams
d Sitaram Hairton
e Dasamool cough syrup
f Sitaram Tengin Pookula Lehyam
g ksheeraguluchi Aavastui
h Allerkhand Tablet
i Asthra Plus
j PsoraHerb Oil
k..Anti-Obesity
l. abyambham

13. Frequency of purchases done by you in a month
a.Daily b. Weekly
c.Fortnightly d. Monthly
e. Not any particular pattern, it is varied in natural
14. Periodicity of use


a. Less than 1 year b.1 - 2 years
c. 2 - 5 years d. More than 5 years

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

19.Do your know the following promotional measures taken by Sitaram Ltd.
Statement Fully Aware Partial Aware Slightly aware Not aware
Aware

a.Advertisement and public
relation activitie
b.Effective communication
strategies
c .Consumer education
d.Co-marketing programmes
e.Conference and seminars

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



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

Suggestions if any.
..
..