“A STUDY ON BRAND AWARENESS OF AYURVEDIC PRODUCTS AND SERVICES WITH SPECIAL

REFERENCE TO SITARAM AYURVEDA PHARMACYPRIVATE 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.VASSISSTANT PROFESSOR

SREEVIVEKANANDA COLLEGE, KUNNAMKULAM

PG Department of CommerceSREE VIVEKANANDA COLLEGE

KIZHOOR,KUNNAMKULAM, THRISSUR MARCH 2012

SREE VIVEKANANDA COLLEGE UNIVERSITY OF CALICUT

KUNNAMKULAM, THRISSUR 2011-2012

Dr. Rajani PG Departement of CommerceAssisstant 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.VASSISSTANT 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.RAJANDate:

CONTENTS

LIST OF TABLESLIST 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

Products\Services

4.16 Promotional measures

4.17 Perception of Customers about Brand Awareness and

its Effectiveness

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

CHAPTER-1

INTRODUCTION

INTRODUCTION

In today’s 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.

Organisation’s 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 competitor’s 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.

ObjectivesThe 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’.

Aaker1 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

Aaker2 in his study ,’Measuring Brand Equity across Product and

Markets, found about measuring brand equity comes across that,

strength of brand’s presence in the consumer’s mind about products and

services .As brand awareness is an asset that can be inordinately durable

and thus sustainable.

Blumenthal and Bergstrom3 ‘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 Cedollada4 in their study the ‘Brand Choice and Marketing

Strategy’ highlighted brand devotion signifies product fondness that user

won’t think of supplementary brand when they acquire a manufactured

goods.

Chieng Fayrene Y.L and Goi Chai Lee5 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 keller6, ’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 Saeedi7 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.

Kan8 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.

Keller9 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.

Keller10 ‘Strategic Brand Management’ explained the consumer’s 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.

Klooster11 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 people’s

perceptions of the country as a whole, so branding is the best solution for

tourist destinations.

Kotler and Armstrong12.’ Principles of Marketing’, invested that

branding today is used to create emotional attachment to product and

companies.

Kotler and Keller13 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 Sharp14 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 Anwar15, 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 Strauss16 .‘ A Frame Work for Measuring and Managing Brand

Equity’invented 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 Grewal17 ’The Impact of Technology on the Quality –

Value-Loyalty chain’suggested that the added optimistic retailer contract

observations are, the powerful buyer fidelity is.

Pike18 in his study about’Destination 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 Osman19, ‘ 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 Kohil20 ‘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 Hutchinson21, 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 it’s 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 it’s 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 company’s 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 brand’s presence in the

consumer’s 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 consumer’s 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, consumer’s link the performance of

the functional attributes to the brand. Performance is defined as a

consumer’s judgment about a brand’s fault free and long–lasting physical

operation and flawlessness in the product’s physical construction. Non-

functional attributes includes intangible features that meet consumer’s

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 consumer’s perception of the

esteem in which the consumer’s 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

consumer’s 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. Consumer’s

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 company’s 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 can’t 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

customer’s 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

someone’s 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,

etc…Marketing 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, etc…Along 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 Charaka’s

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 intergradient’s 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 India’s 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 Vagbhata’s

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 manufacturer’s 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

InfrastructureA 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 GovernmentFollowing 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 & PracticeFor 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 51/2 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 India’s

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 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.

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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

SpecialitySitaram 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 CapitalUnless 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 DirectorsBoard 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

ORGANISATIONAL CHART

Managing Director

General Manager

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

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

• 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 don’t 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 firm’s 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 ghee’s. 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 one’s 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 one’s 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. World‟s First Ayurvedic company to be awarded the GMP

certification as per the guidelines by the WHO.

2. South India‟s 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

CERTIFICATIONS:

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 TotalMale 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% 8%

16%

8%8%

47% Below 2020-3030-4040-5050-60Above60

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 TotalMale 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

24%

66%

10%

Localityurbansemi-urbanrural

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.

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 schoolPlue two\ PDCDiploma TechnicalGraduationPost graduationOthers

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%

statusSingleMarried

OccupationOccupation 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

20%

18%

24%

16%

22%

Government EmployeePrivate EmployeeBusiness\ professionStudentOthers

Income wise classification

Table- 4.6

Income level of respondents

Monthly Income

Gender Total

Male Female

(Rs.)

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)

(Figure in brackets denote percentage to total)

source: Field Survey

Figure 4.6

18%

18%

22%

26%

16%

Below Rs1000010000-1500015000-2000020000-25000Above 25000

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 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 doctor’s

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 usageHere 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.

Table4.12Periodicity 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\ServicesMajor 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.

Table4.13Factors 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\servicesHere 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 4.14Opinion 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 4.15Risk\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 4.16Promotional 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 12 8 10 2 50

(36) (24) (16) (20) (4) (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.

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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………………………………….……………………………………………………………………………………………..

………………………………………………………………………………………………..