SUMMER TRAINING PROJECT REPORT

On

"MARKETING STRATEGIES OF HIMALAY

PRODUCTS IN LUCKNOW CITY"

Towards Partial Fulfillment of Requirement For The Award of Degree in MBA

(MASTERS IN BUSINESS ADMINSTRATION)

SUBMITTED TO:

SUBMITTED BY:

Mr. Adib Khan

Pushpendra Singh

(Head of Department M.B.A.)

IIIrd semester
Roll No. 1544170110
Session 2015-2017

CENTRAL INSTITUTE OF MANAGEMENT &

TECHNOLOGY, LUCKNOW
(Affiliated to A.K.T.U.)
1

DECLARATION
I, Pushpendra Singh, a student of MBA 2015-017 Batch, CENTRAL INSTITUTE OF
MANAGEMENT & TECHNOLOGY, LUCKNOW, hereby declare that the project on
"MARKETING STRATEGIES OF HIMALAYA PRODUCTS IN LUCKNOW CITY" is
my original work and that it has not previously formed the basis for the award of any other
Degree, Diploma, Fellowship or other similar titles.

Pushpendra Singh
IIIrd semester
Roll No. 1544170110

EXECUTIVE SUMMARY
This research titled Importance of Himalaya outlets in Vijayapur" helps to
understand the number of customer visiting the store and bill made by
them. A project tittle is to distribution level of Himalaya and the level of retail
outlets service to customers. Means customer study had done their
occupation. Income level. plans made before visiting the store. factors
influence them to visit. media from that customer influenced. habit of
visiting store. habit of buying behavior. Himalaya outlet positioned in the
minds of customer. satisfaction and expectation from Himalaya outlets the
research was carried out as per the steps of market research process. To
meet the objectives primary research was undertaken. Me data collection
approach adopted was experimental research. The instrument used for
data collection was questionnaire.
The target was the people who are the customers of Himalaya. With a
sample size of 1(X) respondents. "the tables and charts were used to
response into meaningful information to get the mast out of the collection
data. Based on those the inferences have been drawn with peer supportive
data. Mast of the people choose modern retail outlet because they can
purchase all necessities needed for life under one roof.

INDEX
INTRODUCTION

HISTORY OF HIMALAYA

12
17
19
21
31
39
47

COMPANY PROFILE
PRODUCTION
RESEARCH & DEVELOPMENT
QUALITY ASSURANCE
PRIVACY POLICY
HIMALAYA PRODUCTS
RESEARCH METHODOLOGY
DATA ANALYSIS
FINDINGS
CONCLUSION
SUGGESTION
QUESTIONNAIRE
BIBLIOGRAPHY

53
68
72
74
76
80

INTRODUCTION:
The word 'Ayurveda' comes from the word 'aye meaning life' and the word
'veda' meaning to know'. Ayurveda means 'the science of life'. and is a
medical system practiced in India. Sri Lanka and Nepal.
Ayurveda's mythological origins. though. are attributed to the IndoEuropean Nasatya or Aswins. twin physicians of the gods of the ancient
Indo-European pantheon. Four thousand year old references to the
Nasatya are found in the now extinct. Hurrian and Hittite languages in
Turkey. and in the Sanskrit language in India. Ayurveda is considered the
upaveda or accessory Veda to the Atharva Veda. The four Vedas are the
world's oldest literary documents in an Indo-European language.
A classic ayurvedic text. that parallels the time frame of the Atharva Veda.
is the Charaka Samhita. Written in the Indus Valley area around I OtE
B.C.E. (Before the Common Era) in Sanskrit. it is a treatise on general
medicine. This strongly suggests the probability that ayurveda. though of
pan Indo-European origins earlier. had begun to evolve into a distinct entity
within the subcontinent by the first millennium B.C.E.
Ayurveda 's lasting influence in the non Indo-European sphere began after
the rise and spread of Buddhism in the Gtr century B.C.E. Buddhist monks
5

introduced Ayurveda to China. Tibet. Korea Mongolia and Sri Lanka.

leaving a lasting legacy in their medical systems.
More recently. the German translation of an ayurvedic text that dates back
to less than 10(X) B.C.E.. the Susruta Samhita. contributed to modern
medicine the discipline of plastic surgery. Susruta mentions eight branches
in ayurveda - General medicine. Surgery. ENT and Eye diseases.
Toxicology. Psychiatry. Pediatrics. Gynecology. Sexology and Virility.
The Himalaya Drug Company. since 1930 has blended ayurvedic expertise
with modern medical research methodology. to extend the science of
ayurveda to produce scientifically verified herbal solutions.

HISTORY OF HIMALAYA:
Eighty years ago. on a visit to Burma. Himalaya's founder, Mr. M. Maw!,
saw restless elephants being fed with a root to pacify them. The plant from
which this was taken is Rau wolf ia serpentina. Fascinated by the plants
effect on elephants. he had it scientifically evaluated. After extensive
research, Semina, the world's first anti-hypenensive drug. was launched in
1934.
This legacy of researching nature forms the foundation of Himalaya's
operations. Himalaya uses the tooLs of modern science to create
pharmaceutical-grade ayurvedic products. We have pioneered research
that has converted Ayurveda's herbal tradition into a complete range of
proprietary formulations dedicated to healthy living and longevity. Today.
these products have found acceptance with medical fraternities and serve
the health and personal care needs of consumers in 67 countries.

Mr. M. Manal

His elder brother,

Launch of Serpina,

Dr. Roshan M.

forms The

Mr. M. Misal,

the world's first

Captain, Ph.D.,

Himalaya Drug

joined him a few

anti- hypertensive

joins the company

Company. His

years later and they

drug, derived from

and spearheads

vision:

set about building

Rauwolfia

research and

Put ayurveda on par

the company

serpentina.

development.

with modern

together.

medicine.

Liv.52, a

Mr. Meraj Manal,

Mr. Karstein, a

An advanced

hepatoprotective, is

the founder's son,

German

manufacturing

launched and goes

joins the company.

pharmaceutical

facility is set up in

on to become one of

consultant, directs

Bangalore.

the world's top-

the company's focus

selling drugs.

towards allopathic
medical

practitioners.

The company's

The company opens

The Animal Health

Himalaya Herbals

R&D center moves

its US office at

Product range for

launches its

to Bangalore.

Houston, Texas.

commercial

personal healthcare

Research and

livestock is

products in India.

development

launched.

becomes a very
important aspect of
the company's
focus.

The company

ISO 9001: 2000

launches a special

certification awarded

range for pets called

for design,

the Companion

manufacture and
marketing of herbal
9

health care products.

Care range.

Nabeel Manal, the

Himalaya celebrates

UK-based National

Soliga Forest Honey,

founders grandson,

seventy-five years.

Quality Assurance

a Certified USDA

gives Himalaya ISO-

Organic honey

14001:2004

sourced from the

certification for

forests of South

environment

India, is launched.

management.

Collected by the

joins the company.

Soliga Tribe, the

honey is sourced by
Himalaya at a fair
trade price.

Introduction of

Using innovative

Liv.52 HB, the

10

Organique by

patent-pending

worlds first herbal

Himalaya, a range of

technology, the

drug for the effective

personal care

company introduces a management of

products formulated

Certified USDA

Hepatitis B, is

with organic herbs

Organic range of

introduced.

and oils.

Pure Herbs.

11

COMPANY PROFILE:
The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a
dear vision to bring Ayurveda to society in a contemporary form and to
unravel the mystery behind the 5AXX) year old system of medicine. This
included referring to ancient ayurvedic texts, selecting indigenous herbs
and subjecting the formulations to modern pharmacological. toxicological
and safety tests to create new drugs and therapies.
Eighty years ago. on a visit to Burma. Mr. Manal saw restless elephants
being fed with a root to pacify them. The plant from which this was taken is
Rauwolfia serpentina. Fascinated by the plants effect on elephants. he had
it scientifically evaluated. After extensive research the worlds first antihypertensive drug. was launched in 1934.
The legacy of researching nature forms the foundation of Himalayas
operations. Himalaya has pioneered the use of modern science to
rediscover and validate ayurveda's secrets. Cutting edge technology is
employed to create pharmaceutical-grade ayurvedic products. As a
confirmation that Himalaya is dedicated to providing the highest quality and
consistency in herbal care. the Company was awarded an ISO
9001:2(XX)certification in 2003.
12

Since its inception. the company has focused on developing safe. natural
and innovative remedies that will help people lead richer. healthier lives.
Today. Himalaya products have been endorsed by 300.0(IO doctors around
the globe and consumers in 67 countries rely on Himalaya for their health
and personal care needs.
The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a
clear vision to bring Ayurveda to society in a contemporary form and to
unravel the mystery behind the 5,000 year old system of medicine. This
included referring to ancient ayurvedic texts, selecting indigenous herbs
and subjecting the formulations to modern pharmacological, toxicological
and safety tests to create new drugs and therapies.
Eighty one years ago, on a visit to Burma, Mr. Manal saw restless
elephants being fed with a root to pacify them. The plant from which this
was taken is Rauwolfia serpentina. Fascinated by the plant's effect on
elephants, he had it scientifically evaluated. After extensive research,
Serpina, the world's first anti-hypertensive drug, was
launched in 1934.
The legacy of researching nature forms the foundation of Himalaya's
operations. Himalaya has pioneered the use of modern science to
13

rediscover and validate ayurveda's secrets. Cutting edge technology is

employed to create pharmaceutical-grade ayurvedic products. As a
confirmation that Himalaya is dedicated to providing the highest quality and
consistency in herbal care, the Company was awarded an ISO 9001:2000
certification in 2003.
Since its inception, the company has focused on developing safe, natural
and innovative remedies that will help people lead richer, healthier lives.
Today, Himalaya products have been endorsed by 400,000 doctors around
the globe and consumers in 90 countries rely on Himalaya for their health
and personal care needs.
Starting off operations in Dehradun way back in the 1930s, the company
later spread its wings to Mumbai and across the country. In 1975, the
company set up an advanced manufacturing facility in Makali, Bangalore,
India. In 1991, the company relocated its R&D facility to Bangalore.
Himalaya Global Holdings Ltd. (HGH) is the global headquarters of all
Himalaya subsidiaries.
MISSION
Establish Himalaya as a science-based, problem-solving, head-to-heel
brand, harnessed from nature's wealth and characterized by trust and
14

healthy lives.

Develop markets worldwide with an in-depth and long-term approach,

maintaining at each step the highest ethical standards.

Respect, collaborate with and utilize the talents of each member of the
Himalaya family and the local communities where Himalaya products are
developed and/or consumed, to drive our seed-to-shelf policy and to
rigorously adopt eco-friendly practices to support the environment we
inhabit.

Ensure that each Himalaya employee strongly backs the Himalaya promise
to exceed the expectations of the consumer, each time and every time.
Nothing less is acceptable.
BRAND IDENTITY
The Himalaya brand has much in common with the mountain range from
which it draws its name. For centuries, the Himalayas have been an icon of
aspiration, of man's quest to unlock Nature's secrets. They represent purity
and lofty ideals. The fact that the Himalayas are the source of many of the
15

herbs that are used in our products, makes our brand name all the more
appropriate.

The Himalaya logo is a visual definition of its brand identity. The leaf that
forms the crossbar of the letter H evokes the company's focus on herbal
healthcare. The teal green represents proximity to nature, while the orange
is evocative of warmth, vibrancy and commitment to caring. The Himalaya
brand carries with it the promise of good health and well-being.

16

PRODUCTION
Himalaya produces quality polyherbal formulations. To
monitor quality, many endangered herbs are grown by the
Company on its farmland. The principles of Good
Manufacturing Practices (GMP) are rigorously followed in
the plant and the Company prides itself on being
environment friendly. As part of the environment control
system, it had installed a modern effluent treatment plant
long before regulations mandated it. A high stress on
quality, several quality circles and special project teams
working on Total Quality Management (TQM) projects make
quality a way of life in Himalaya.
The manufacturing plant uses automatic, high-speed
punching, coating and filling machines. The tablet coating
facility is one of the largest in India. The plant can produce
nearly 5 billion tablets and 60 million bottles of liquids
annually.

17

This enables Himalaya to produce

phytopharmaceuticals with uniform levels of
batch-to-batch consistency. This ensures that the
customer gets the same high quality product
regardless of where it is purchased.

18

RESEARCH & DEVELOPMENT

Introduction
At Himalaya, we pride ourselves on being a completely research oriented
company. Indeed, it is this emphasis on R&D that allows us to produce
safe, efficacious and consistent remedies using ayurvedic principles.
Our R&D department is focused on product development, quality control
and standardization. All our products are derived through rigorous
research and produced in state-of-the art facilities. They represent our
commitment to continuous investment in the best people, practices and
technology. We do not support "Borrowed Science" or the practice of
using published literature to substantiate efficacy claims. Each Himalaya
19

product undergoes years of primary research before it reaches the

market.

20

QUALITY ASSURANCE
Quality covers two areas - Quality Assurance and Quality Control.
Pharmaceutical products are designed and developed with the
following requirements 1.

GMP (Good Manufacturing Practices)

2.

GLP (Good Laboratory Practice)

3.

GCP (Good Clinical Practice)

GMP (Good Manufacturing Practices) for pharmaceuticals include

assessment of quality, safety & efficacy:
1.

Crude plant material - pharmacognosy

2.

Plant preparation - analytical

3.

Finished product - formulation and development

4.

Stability - stability studies are conducted on all our products as per

ICH (International Conference for Harmonization) guidelines to ensure

quality of the product throughout its shelf-life

21

Safety Assessment
1.

Toxicological studies - acute, subchronic, chronic, and teratogenicity

Efficacy assessment
1.

Activity - pharmacological

2.

Clinical studies - phases I, II, & III

Formulation of products
1.

Identification (Literature surveys of ancient classical texts and

scientific literature)
2.

Pharmacognosy - microspical identification, macroscopical

identification, maceration and cultivation

3.

Preclinical pharmacology

4.

Standardization - Certificate of analysis, quality assessment, purity

5.

Formulation and Development - development of dosage forms,

stability studies
6.

Clinical studies - Phases I, II & III, and Phase I V (post-marketing

surveillance)

22

The Quality Management System at Himalaya

1.

QA holds prime responsibility for generating systems and

procedures, handling product complaints, audit, process stabilization and

validation
2.

Regulatory Affairs prepares QA-related documents for product

registration, GMP documentation and answering technical queries

3.

QA regulates sourcing, site approval, GMP maintenance, transfer of

technical documents, training support, product technology transfer, daily

reviews and audits
4.

For GMP - documentation of critical steps in the manufacturing

process and any significant changes made to the process are validated
Good Laboratory Practices (GLP)
1.

Organizational process; includes the conditions under which

laboratory studies are planned, performed, monitored, recorded and

reported
2.

Purpose

- to promote development of quality test data

23

- comparable for mutual acceptance in different countries

- to avoid technical barriers to trade
- to develop standards for herbal formulations
- to protect human health and environment
3.

GLP principles - Standard Operating Procedures, test facilities,

personnel and test systems

Good Clinical Practices (GCP)
1.

An international ethical and scientific quality standard for

designing, conducting, recording and reporting trials that involve human

subjects
2.

Compliance with this standard provides public assurance that the

rights, safety and well-being of trial subjects are protected, consistent with
principles in the declaration of Helsinki, and that the clinical trial data are
credible
3.

Objective - to provide a unified standard

Good Agricultural Practices (GAP)

-

A benchmark of acceptable crop production methods

24

A prerequisite to manufacturing pharmaceutical-grade products

A code of conduct that lays down how crops must be grown

right so quality of product is not compromised

-

Stipulates that use of pesticides and herbicides, if any, be

documented, synthetic fertilizer be minimized and banning human sewage

sludge in fields
-

Introduced by European Herb Growers Association

GAP considers parts of plant used, water availability,

temperature during growing season, time of harvest, and storage and

transport of the raw material as all impact the therapeutic properties of
herbal medicine
-

Good Agricultural Practices are helped by Good Harvesting

Practices

Good Harvesting Practices (GHP)

-

Covers wild crafting of medicinal plants

Designed to ensure that wild material is harvested in a sustainable

and environmentally acceptable way

25

RESEARCH ACTIVATES
Pharmacognosy
1.

Establish bona fides of herbal materials through morphological and

microscopic studies

2.

Maintain herbarium of phyto-medical materials.

3.

Formulation and Development

Formulation and Development

1.

Pre-formulation studies to check the biochemical action of

ingredients.

2.

Trials to assess safety and efficacy of formulations.

3.

Accelerated stability trials to check physical, chemical, microbiological

and biological aspects of formulations.

4.

Standardize processes for uniform quality.

5.

Transfer of technology to the production department.

26

Immuno-pharmacology
1.

Study the mechanism of drug action at a molecular level.

2.

Attempt to understand the endogenous mediators involved in the

activity.

3.

Develop immuno-protective agents to counter opportunistic infections

in AIDS, carcinogenic malignancy, septic shock, organ
transplantation and chronic infections.

4.

Substitute work with in vitro (in the laboratory) cell line models for in
vivo (in the body) experiments.

Veterinary Pharmacology
1.

Study the safety and efficacy of veterinary formulations in

experimental and clinical trials on different animal species.

2.

Study the mechanism of action in the formulations.

27

AYURVEDA AT HIMALAYA:
Ayurveda or the 'Science of Life is an ancient holistic system for diagnosis
and treatment. perhaps the oldest system of medicine known to humanity.
Fundamental to Ayurveda is the use of well-balanced combinations of
plants and other agents in synergistic formulas.
At Himalaya we have pioneered the use of modern science to rediscover
and validate Ayurvedas secrets. We employ cutting edge research to create
pharmaceutical-grade Ayurvedic products. Natural. effective and safe.
these products have helped thousands of people live healthier. richer lives.
Our focus is on wellness: on helping people get healthy and stay healthy.
At Himalaya. research begins with raw herbs chosen from traditional texts
and from observations and experiences of indigenous plants. Our team of
herbalists study texts. both traditional mid scientific. exhaustively for
relevant data. A few herbs of promising activity are short-listed. Polyherbal
formulations of these short-listed herbs are made in order to provide a
wider scope of pharmacological and cosmetic activity. Multicentered.
double-blind trials according to WHO criteria further assist in scientifically
validating the formulations.

28

In the 1930's. Himalaya developed a pioneering experimental herb farm.

which grew 'are endangered herbs for commercial use. The company today
has in addition to this an unparalleled database of dedicated herb
suppliers. an herbarium. an agrotech division and a nursery.
The standardization of herbal medicine is a more daunting challenge than
the processes used for allopathic medicine. The ubletting of ayurvedic
medicine is more arduous. with multiple granulating. processing and
coating variables. Today. Himalaya's manufacturing unit has the largest
coating capacity in Asia.
Researching Ayurveda and capturing its benefits in formulations. has been
the

hallmark

of Ayurveda

at

Himalaya.

Using

modern

research

methodology and manufacturing practice. Himalaya has made available to

people all over the world. an alternate method of treatment. which has no
known side effects.

29

The company adopts third level of distribution channel. The manufacturer

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

30

PRIVACY POLICY
At The Himalaya Drug Company L.L.C., we respect every individual's right
to privacy. Our relationship with you is our most valuable asset and is the
very basis of our name and reputation.
We understand the importance you place on the privacy and security of
information that personally identifies you or your account information. We
refer to and treat this information as "personal information".
We do reserve the right to disclose or report personal information in limited
circumstances where we believe in good faith that disclosure is required
under law, to co-operate with regulators or law enforcement authorities, or
to protect our rights or property.
We use personal information in ways that are compatible with the purposes
for which we originally requested it. For example, we will use the
information you give us to process your requests and transactions, to
provide you with additional information about products and services, or to
evaluate your financial needs. To do so, we may share personal information
with an agent or affiliate.
We limit the collection and use of personal information to what is necessary
to administer our business and to deliver superior service to you. This may
31

include advising you about our products or services, those of our affiliates,
and other opportunities that we believe may interest you. To serve you
better, we may combine information you give us on the Web or through
other channels.
When we share personal information with an agent or affiliate, we protect
that personal information with a strict confidentiality agreement. Companies
that we hire to provide support services or act as our agent must conform
to our privacy standards.
Himalaya corporate policies require that employees with access to
confidential customer information may not use or disclose the information
except for business use. All employees are required to safeguard such
information, as specified in their confidentiality agreements with Himalaya.
On occasions, we may assist a company that is not affiliated with Himalaya
in providing or offering a product or service to you. In such circumstances,
marketing materials will include instructions on how you can request not to
receive those communications in the future. In all cases, your personal
information is protected by a strict confidentiality agreement. We do not
allow any nonaffiliated company to retain your personal information longer

32

than necessary to provide the product, service, or information, unless you

affirmatively grant us permission to do so.
We continue to evaluate our efforts to protect personal information and
make every effort to keep your personal information accurate and up to
date.
If you identify any error in your personal information or need to make a
change to that information, please contact us and we will promptly update
our records.
Cookies
To personalize your experience on our website or with one of our
promotions, we may assign your computer browser a unique random
number, called a "cookie." Cookies enhance the Himalaya web site
performance in several important ways: they personalize your experience
on our site, and they make your visit to our site more convenient for you.
Your privacy and security are not compromised when you accept a cookie
from our website. We do not use cookies to collect personal information.
Cookies can't read data from your computer's hard disk or read cookie files
from other Web sites. In addition, companies we may hire to evaluate our
Web promotions may set cookies to assist with such an evaluation.
33

HIMALAYA PRODUCTS

Purifying Neem Face Wash

Purifying Neem Foaming Face Wash

34

Himalaya Men Intense Oil Clear Lemon Face Wash

Himalaya Men Power Glow Licorice Face Wash

35

Clear Complexion Whitening Face Wash

Gentle Exfoliating Daily Face Wash

Moisturizing Aloe Vera Face Wash

36

Oil Control Lemon Face Wash

Oil Control Lemon Foaming Face Wash

37

FACE CREAM

Acne-n-Pimple Cream

Anti Wrinkle Cream

38

Clear Complexion Whitening Day Cream

Energizing Day Cream

39

Light Hydrating Gel Cream

Revitalizing Night Cream

40

FAIRNESS

Natural Glow Fairness Cream

Fairness Face Mask

41

EYE CARE

Under Eye Cream

Kajal

42

Gentle Eye Make-up Remover

LIP CARE

Lip Balm

43

Nourishing Lip Balm

Intensive Moisturizing Cocoa Butter Lip Balm

44

OVERVIEW
Himalaya's commitment to the community is part of our core values. of
mission is to make a positive difference to the communities in which we
operate.
We believe that every human being has a fundamental right to a good
quality of life. This involves access to health. education. a clean
environment and freedom from poverty.
Through our several community initiatives. which include programs
aimed at ensuring better health. education. sustainable development
and economic empowerment we do our best to bring happiness to the
lives of people who are marginalized and poor.
OW social philosophy is very simple - if we want to prosper as a
business we need to ensure that the community prospers with us. By
investing in the community we are investing in and business.

45

46

RESEARCH METHODOLOGY
RESEARCH DESIGN:
The researcher prepared research design that states the conceptual
structure within which the study should be conducted and the studies
descriptive in nature. The researcher used descriptive study to describe the
awareness among the doctors and chemist with regard to HIMALAYA. its
demand. efficiency. brand image and its features.
SAMPLING:
It According to Crisp the fundamental idea of sampling is that "If a small
number of items or a whole (called a universe or population) the sample will
tend to have the same characteristics and to have them in approximately
the same proportion as the universe. It Sampling is an essential part of all
scientific procedures. The researcher collected and summarized the data
more quickly through sampling. Sampling gives the researcher scope for
collecting lig more accurate information.
SAMPLING UNIT:

The researcher selected the sampling unit as respondents who are

retailers or dealer of Himalaya at different chemist stores of Vijayapur.

47

SAMPLING SIZE:
The researcher has taken 100 in case of chemist as the sample sue for
collecting accurate information and the researcher feeLs that it is large
enough to depict the universe.
SAMPLING METHOD:
It is quite impossible to meet one and all or to collect the information from
the whole population. Therefore the researcher has adopted the non
probability sampling method. Under this method the sampling units are
selected according to the convenience of the researcher.

48

DATA COLLECTION:
The researcher collected only primary data among druggist of Himalaya at
different chemist stores to find out the level of awareness of Himalaya
among different Ayurvedic medicines. its demand based on prescription
and its features in various angles. > Secondary data was collected using
Internet and books.
PRIMARY DATA:
"The data collected for a purpose or for a particular problem in original
known as primary data. The researcher adopted various methods to obtain
the first hand information. The chemist are considered a main source of
information as they can furnish important and original information regarding
demand of Himalaya drug based on prescription generated by doctors its
efficiency and its features.
SECONDARY DATA:
Secondary data means data that are already available researcher collected
data from the published sources. "The various sources for obtaining
secondary data are Internet and libraries.

49

METHOD OF DATA COLLECTION:

As survey is best suited for descriptive research the researcher gathered
information directly from individual respondents through personal interviews
and questionnaire methods. The interview is structured where the
researcher asked questions in a sequence and prescribed manner.
Therefore the researcher to leans about the respondent's awareness of
Himalaya and there is lesser degree of inaccuracy in survey method.
QUESTIONNARIE
The researcher collected the primary data tluough an effective tool known
as questionnaire. It consists of fifteen questions printed in a definite order
and the researcher followed the prescribed sequence of these fifteen
specific questions and it is referred to as structured. The structured
questionnaire consists of both open-ended and close-ended type question&
The researcher used the main tool "Questionnaire so that easy comparison
is possible because of same questions to the respondents
SURVEY METHOD:
Survey method helps in finding out information on attitudes. feelings.
beliefs. past and intended behaviors. knowledge. personal characteristics
and on the descriptive items. They aLso provide evidence of association.
50

This has been found to be the appropriate methodology for these reasons
and therefore is chosen for the purpose of this research.
METHODOLOGY:
I. FIELD WORK
When the project on perception of chemist and users of Himalaya. the main
parameters to be looked upon were arrived at. After arriving at the main
points for analysis the operational area of the study was derived taking die
following into consideration. Lucknow Area of survey
SAMPLE DESIGN:The following question involves sampling
1. Should we take a census or a sample?
2. Mat kind of sample should we take?
3. What size should the sample be?
Steps in sample planning
Define Census vs. Sample
Sample size

51

Estimate cost of sampling

Execute sampling process
Operationally. sample design is the heart of sample planning. Specification
of sample design which includes the method of selecting individual
members. involves both theoretical and practical
involved. and organization) considerations.

52

cost.

time.

labor

DATA ANALYSIS
1. Do you deal in Himalaya Product?
Table 1 : Chemist who deals in HimalayaResponse

Yes

98

No

02

Yes

No

2%

98%

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

53

2. How do rate the Himalaya Drug Company?

Table 1 : Rating of Himalaya Drug CompanyCategory

Best in class

60

Good

18

Moderate

15

Not Good

Best in class

Good

Moderate

Not Good

7%
15%

60%

18%

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

54

3. How do you rate the product efficiency?

Table 3 : Product EfficiencyCategory

% Response

Bet in Class

30

Good

28

Immediate
Response
Slow Response

12
30

Bet in Class

Good

Immediate Response

Slow Response

30%

30%

12%
28%

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

55

4. Why do you like Himalaya product literature?

Table 4 : Product LiteratureCategory

% Response

Easy to
Understand
Highly
Knowledgeable
Both easy to
understand and
knowledgeable
Tough to
understand
Net adequate
knowledge

23
20
35

16
6

Net adequate knowledge ; 6%

Tough to understand ; 16%Easy to Understand ; 23%

Highly Knowledgeable ; 20%

Both easy to understand and knowledgeable ; 35%

Interpretation: 35% chemist told that product literature given inside the is easy to understand
and provide sufficient knowledge about the product. a common man cans also the use of product
and its combination by reading the literature.

56

5. Are you satisfied with the behaviour of the Himalaya people?

Table 5 : Satisfaction level with the behaviour of Himalaya PeopleCategory

% Response

Very much

72

Yes

20

Not Good

Very much

Yes

Not Good

8%
20%

72%

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

57

6. What is the mode of demand made by the customer for Himalaya drugs.
Table 6 : Demand TypeDemand Type

Prescription
Based
Own Demand

65

Suggestion
Based

17

Prescription Based

18

Own Demand

Suggestion Based

17%

18%
65%

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

58

7. What is the demand of product?

Table 7 : Demand of Himalaya Product Demand of
Himalaya
High Selling

Low Selling

16

Average Selling

55

High Selling

29

Low Selling

Average Selling

29%
55%
16%

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

59

8. What are the product you deal mostly?

Table 8 : Products the chemist mostly dealProduct

Liv-52

36

Bonnisam

11

Cystone

25

Rumalaya Forte

28

Rumalaya Forte ; 28%

Liv-52; 36%

Cystone ; 25%

Bonnisam ; 11%

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

60

9. Among all these selling which Himalaya product is high?

Table 9 : Closest competitor of HimalayaCompetitor

Dabur

36

Baidyanath

30

Zandu

30

Himani

04

Dabur

Baidyanath

Zandu

Himani

4%
36%

30%

30%

Interpretation: 36% of the chemist the told that Dabur is the closest competitor to the
Hamalaya. only 4% recommended HImani was the competitor for the Himalaya. Other two
major competitor for the Himalaya is the Baidanath and Zandu.

61

10. Show your satisfaction level as being a Himalaya product dealer/

Table 10 : Satisfaction of Himalaya dealerCategory

Highly Satisfied Satisfied

Neutral

Dissatisfied

Price

15

37

40

Margin

35

40

17

18

Discounts

15

30

35

Gifts

22

55

16

40

37

15
8
Highly Satisfied

Satisfied

Neutral

Dissatisfied

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

62

11. Show your satisfaction level of Himalaya with a comparison with its closest competitors.
Table 11 : Satisfaction level of Himalaya with its competitors.
Category

Highly Satisfied Satisfied

Neutral

Dissatisfied

Himalaya

60

20

05

15

Dabur

70

10

03

17

Baidyanath

38

25

11

26

Zandu

25

50

05

20

Himani

15

11

60

14

60

20
15
5
Highly Satisfied

Satisfied

Neutral

Dissatisfied

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

63

12. Which age group your effective customer?

Table 12 : Effective customer with respect to age groupAge Group

% Customer

0-20

17

21-40

15

41-60

33

61-Above

35

0-20

21-40

41-60

61-Above

17%
35%
15%

33%

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

64

13. What is the efficiency of Himalaya Product (in rupees/month) of Himalaya product?
Table 13 : Efficiency of Himalaya Products in Rupees per Month
Earning of
Himalaya
Products
<25000

Outlets %

2500-5000

42

5000-10000

10

1,00000 &
above

30

<25000

2500-5000

5000-10000

1,00000 & above

9%
11%

33%

47%

Interpretation: According to the survey 30% of retail sell below 25000 Rs. 42% Retailers are
25000-50000, Retailers are 5000-100000 and only 8% are Retail outlet are above.

65

14. Who is your closest competitor among these?

Table 14 : Closest Competitors
Name of brands Competitors %
Dabur

36

Baidyanath

12

Zandu

Himani

46

Dabur

Baidyanath

Zandu

Himani

36%
46%

6%

12%

Interpretation: Himani 46% and Dabur 36% Competition of Himalaya Products and Remaining
Brands are Baidyanath and Zandu 12% and 6% to competition with Himalaya Products.

66

15. Which age group of customer visit frequently?

Table 15 : Frequently visiting customers age group
Age group

% Customer

0-20

17

21-50

15

41-60

33

61- Above

35

0-20

21-50

41-60

61- Above

17%
35%
15%

33%

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

67

FINDINGS
98% of the Retailer deals in the Himalaya product.
60% Retailer recommend it best among the available Ayurvedic
medicines.
30% Retailer told Himalaya is best in term of effectiveness than
other available medicines.
35% Retailer told that product literature provided with Himalaya
is very easy to understand and gives sufficient knowledge
about the product. It helps them to know and understand the
combination of the products.
72% Retailer s are highly satisfied with the behaviour of
executives of the Himalaya. They help them and clarify their
doubts if any to the maximum possible extent. 'This shows that
executives at Himalaya are highly and effectively trained.
65% of the total sales for the Himalaya is made through the
doctors prescription. 17% of the sale is made through the
Retailer suggest ion to their customer.
55% Retailer recommended Himalaya as a average selling
medicine, while 29% recommend it as a high selling Ayurvedic
medicine.
68

 Appmx all the products of Himalaya have good demand in the

market. But during my project period Liv-52 has higher selling
among Himalaya product with a share of 36%. because during
the summer people faces a lot of stomach related problem.
Cystone has share of 25%. It's demand is also very high in
summer due problem of water loss and kidney stone.
36% Retailer recommended Uabur as the closest competitor
for the Himalaya. 304 recommended for Zandu and same
percentage for the Baidyanath. A very few i.e.4% has
recommended Himani as the competitor for the Himalaya.
Satisfaction to the Retailer mainly depend on 4 factors i.e.
price. margin. discount &gifts. 405r Retailer was satisfied with
the margin given to them and 35'4 were highly satisfied with the
margin. 155i Retailer was highly satisfied with the discounts
given to them while 30% were satisfied with the discount.
6054 Retailer was highly satisfied with their business of
Himalaya. while in the case of Dabur 7O was highly satisfied.
'Ibis may be because of availability of more products within the
Dabur range.
69

 The most for the Himalaya products are within the age group of
6) & above with a share of 35%. People of age group were also
close with a share of 33%.
There is significant difference between the age group of
customers and efficiency of the Retailer (revenue/month) from
the Himalaya. It shows sale of medicines does not have any
relation with the age of the customers.
Null hypollwsis is rejected in the case of policies of Himalaya
for the Retailer . It shows Retailer does not look for any
significant policy from the company side. They main priority is
margin given to them on their sales. They generally look for die
profit only.
98% customers highly satisfied with retailers service.

70

CONCLUSION
Himalaya Drug Company is the oldest Ayurvedic drug manufacturing
company in the India. It deals in both Pharma and FMCG lcasmetics) both.
In the available Pharma range Himalaya is the most reputed company.
Himalaya mainly beliefs and engage in ethical promotion to doctors. It
helps executive to motivate doctors for the prescription of Himalaya. It
also helps executive to know the doctors requirement in turn of
prescribing the Himalaya. During the meeting they also become aware
about the competitors promotional strategy and the product available
under their brand.
Chemist whodeals in Himalaya herbal are highly satisfied with their
business of Himalaya. According to the chemist the customers who are
consuming Himalaya are satisfied with the result. Although it is an
Ayurvedic medicine its effect is slow but it is effective for long time. Mast
of the chemist rated it as a average selling medicine at their shop. Few
medicines are recognized as a very high seller at the chemist shop. egLiv-52. Cystone. Rumalaya Forte. etc. Although there are several
competitors for the company. the main competitor for the organization is
Dabur.

71

 Before I conclude my project on a highly esteemed organization. I would

like to submit public opinion in this favour. The pattern of job
performance and the quality of product is highly appreciated by the
consumers. I would like to congratulate entire Himalaya Drug Company
family for having gained this superb popularity. excellent impression and
magnificent image among the Ayurvedic medicines lovers. My survey
reveals the facts which determine the mile stone achievement of
organization.
Finally I would conclude that project stating that the retailers and
customers of Vijayapur are satisfied with offers and they still needs good
offers in future days. And the Himalaya is doing well in terms of
understanding customers expectation and providing them good offers
and products in terms fulfilling their expectation. During the project I
would come to know about differs promotion of Himalaya. What normal
customer will think before entering into Himalaya. And the different type
of factors which influence customers to visit Himalaya.

72

SUGGESTION
Himalaya should organize campaign for general awareness of end
consumers. because the consumers demand for the medicines based
on the suggestions and on their own wish or knowledge.
Himalaya should organize free medical checkup camps over a fixed
duration of time. This will help in the fulfillment of corporate social
responsibility. This will also help in creating a brand image in the
consumers mind.
Himalaya should also target market in remote areas. Because in remote
areas people generally use medicines based on their own knowledge or
on the Retailer suggestion.
The company can lure the Retailer with some gifts or some special offer
by achieving a fixed sales target. In villages or in the less developed
area Retailer are generally treated as a doctor. They can suggest their
customer for the Himalaya.
The executives of the company should also target the doctor in the
remote areas or villages. whether they are MBBS or not.
The executives should by to motivate them by giving exiting gift to them
or. having a facility of good commission on sales made through them.
The doctors should be provided with gifts which will fit and look good on
their table. This will make rxalt to them about Himalaya when they make
prescription. This will also motivate them towards the Himalaya.
73

 Himalaya can organize camps in the school or colleges for the general
awareness about the Ayurveda. This will make people aware about the
benefits of Himalaya and motivate for the use of Ayurvedic medicines.
Himalaya should also enter in the surgical products. Because the
demand of the surgical products is increasing day by day. This will
create a business base and market opportunity for the Himalaya. The
will surely get benefit of having a brand name.
Himalaya should also try to get opportunity in the general medicines. i.e.
fever. pain. etc. People having interest in Ayurveda will get a good option
for themselves and company will have a great customer base.
Himalaya should take suggestion from the doctors side for the new
medicines in Doctors Meet Programme (DNB)).
Himalaya can sponsor the programmes which are directly related to
doctors. or which serves the doctors. This will motivate them and make
them to feel good towards the Himalaya. Eg- Lions club. Rotary club.
etc.

QUESTIONNAIRE
1. Do you deal in Himalaya Product?
Yes
No

74

2. How do rate the Himalaya Drug Company?

Best in class
Good
Moderate
Not Good

3. How do you rate the product efficiency?

Bet in Class
Good
Immediate Response
Slow Response

4. Why do you like Himalaya product literature?

Easy to Understand
Highly Knowledgeable
Both easy to understand and knowledgeable
Tough to understand
Net adequate knowledge

5. Are you satisfied with the behaviour of the Himalaya people?

Very much
Yes
Not Good
6. What is the mode of demand made by the customer for Himalaya drugs.
Prescription Based
Own Demand
Suggestion Based
7. What is the demand of product?
75

 High Selling
Low Selling
Average Selling
8. What are the product you deal mostly?

Liv-52
Bonnisam
Cystone
Rumalaya Forte

9. Among all these selling which Himalaya product is high?

Dabur
Baidyanath
Zandu
Himani

10. Show your satisfaction level as being a Himalaya product dealer/

Price
Margin
Discounts
Gifts

11. Show your satisfaction level of Himalaya with a comparison with its
closest competitors.

Himalaya
Dabur
Baidyanath
Zandu
Himani

12. Which age group your effective customer?

76

0-20
21-40
41-60
61-Above

13. What is the efficiency of Himalaya Product (in rupees/month) of

Himalaya product?

<25000
2500-5000
5000-10000
1,00000 & above

14. Who is your closest competitor among these?

Dabur
Baidyanath
Zandu
Himani

15. Which age group of customer visit frequently?

0-20
21-50
41-60
61- Above

77

BIBLIOGRAPHY
Website:
www.google.com
www.wikipedia.com
www.himalaya.in

78