RURAL MARKETING

INTEGRATED MARKETING COMMUNICATION

PLAN FOR

BAIDYANATH CHYWANPRASH

ADITYA CHANDRAKAR

KUMAR ABHISHEK

MALAYA RANJAN DAS

MRIGNAINA LUNKKAD

Rural marketing
Company details

Company name :

Shree Baidyanath Ayurved Bhawan (p) Ltd popularly known as baidyanath

Contact :

SHREE BAIDYANATH AYURVED BHAWAN PVT. LTD

1, Gupta Lane, Kolkata 700006, India
Phone +91-33-4020-8888 / 4020-8899
Fax +91-33-4020-8855

• Manufacturers of about 700 ayurvedic products since 1917

• The present turnover is Rs. 230 crores including expected turnover of Rs.
4 crores to several countries in the world

History of Baidyanath :

Baidyanath is one of the oldest and most popular pharmaceutical firm

specialising in ayurvedic medicine . it has been manufacturing many highly
popular items like chyawanprash and dashmularishta for several years . Shree
Baidyanath Ayurved Bhawan (p) Ltd was founded in 1917 by late Pt. Ram Dayal
Joshi . Its registered office is in Kolkata . To encourage and boost research in
ayurveda , Baidyanath established Pt . Ram Dayal Joshi memorial ayurvedic
research institute at Patna in 1971 . Baidyanath group awards two hundred
thousand rupees every year for the best research paper or book on ayurveda .

About the product : Chyawanprash

• Nutritive Tonic For All Age Group, Recurrent Cough & Cold, Asthma,
Bronchitis
• Baidyanath chywanprash takes great pride in providing its consumers an
effective immunity builder that fortifies the entire system and an ideal
rejuvenation for body and mind
entire system and an ideal rejuvenator

SWOT Analysis :
 Strength Weakness

Powerful brands Consumer perception about Baidyanath

that it’s a old product with no innovation
Pan-India presence
Young and dynamic team
Efficient operations
Innovative research
Strong financials

Opportunities Threat

Lots of opportunity as it is a ayurvedic Biggest threat is Dabur

with no side effect
Other are Zandu and Emami
Untapped rural market

People now a days more concerned for

health

Distribution network :

It is a household name and pioneer in ayurvedic and herbal medicine and

products. It has 5 Branches at kolkata (HO), Patna, Jhansi, Nagpur and Naini
(Allahabad). More than 700 products range, it is the largest manufacturer in its
product lines. It has 10 own branches across India, besides a few dedicated party
franchisee. The products of the company are available through strong marketing
network of own exclusive franchisee shop numbering more than 6500 and
distribution network.

Industry and company growth :

• India’s FMCG industry grew 14.8% in 2008-09 . The company reports

having over 700 Ayurvedic products, made at 10 manufacturing centers

• Baidyanath has a sales volume of about 350 million dollars, but most of

the product sales are in the cosmetic range.India’s FMCG sector is the

fourth largest sector with USD 25-billion size in 2008.

 • It is a key component of India’s GDP and is a significant (direct and

indirect) employer employing 1,600 employees across small towns and

rural India
• The FMCG industry in India witnessed strong double digit growth over
the last three year

Strategy :

• Creating niche categories

• Strong R&D delivering innovative products

• Penetrative marketing and distribution

• Our strategy will be to pursue growth,adopting both organic and inorganic
routes,reinforcing our position as a rapidly growing corporate

Baidyanath chywanprash :

Promotional line: My Family Fit Hamesha

Product Ideology : Builds immunity, strengthens body, sharpens mind

Product Attributes :

• Rich in vitamin A, C, D3, calcium, iron, protein and carbohydrates

• Phyllanthus Emblica, Herpestis Monniera,Rhus Succedenea , Convolvulus
Mycrophyllus,Honey

Major competitors: Dabur and emami

Product differentiation:

• The goodness of amla and herbs Phyllanthus Emblica, Herpestis

Monniera,Rhus Succedenea , Convolvulus Mycrophyllus,Honey
• Modern packaging
Brand strategy: The brand focuses on big markets with strong visibility;
spoon chyawanprash was recently test-launched, enhancing affordability

Advertising: The Company’s new television commercial emphasizing on the

family values and ages from old to children with strong bonding
In addition, door-to-door activity, wall painting, dealer boards, rural vans and
participation in fairs and festivals along with regular point-of-purchase
marketing collaterals like (posters, danglers, banners, among others) are being
done

Promotional plan :
• Hire a leader or panch from the village for the brand communication.
• Contact schools of villages and give sample in their day meal
• Organize compitetion in school of rural area like games, drawing, essay
writing etc.
• Give free sample in rural area
• Hire peoples from the village as a sales person and generate
employement
• This will give opportunity to earn as well as self awareness of the people
• Can create mobiles shop to covers small to large villages with population
ranging from1 500- 5000.
• Company can do like they does not take anydeposit from the selected
individuals and takes
back unsold stocks if required
• Gives special incentive scheme to the shop owner of the rural area and
promotional banners.
• They can sponsors subsidized treatment of the needy in best-in-class
hospitals to create
brand awareness.
• Going for local celebrities to promote in local language to rural people

Strategy for Capturing Market share in Rural Market

• By giving employment to the rural people

• By giving free guddies in buying Baidyanath

• Small affordable packs to rural people

• Giving scholarship to the children as a hidden coupon in packet