ZA ZANDU’S GENERIC AYURVEDIC PR PRODUCTS PORTFOLIO MARKET RESEARCH & GAP ANALYSIS
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Presented To Mr. Gourab Roy Chowdhury By Prashant Bankar NMIMS ●
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Summer Internship Project Report On
Market Research and Gap Gap analysis of Zandu’s
Generic Ayurvedic Products portfolio in Ahmedabad, Gujarat Presented to
Mr. Gourab Roy Chowdhury (Vice President, Sales & Marketing, Emami Limited)
Presented by
Prashant Shantaram Bankar Roll No. A007 MBA-Core Div A NMIMS, Mumbai
7-June-2012
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Summer Internship Project Report On
Market Research and Gap Gap analysis of Zandu’s
Generic Ayurvedic Products portfolio in Ahmedabad, Gujarat Presented to
Mr. Gourab Roy Chowdhury (Vice President, Sales & Marketing, Emami Limited)
Presented by
Prashant Shantaram Bankar Roll No. A007 MBA-Core Div A NMIMS, Mumbai
7-June-2012
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PREFACE
This project report has been prepared as a part of the Summer Internship Program under the FT-MBA Core course curriculum at Narsee Monjee institute of Management Management Sciences, Mumbai. The project was undertaken as a Summer Intern at Emami Limited towards the partial fulfillment of the MBA Program. The project revolves around the Ayurvedic Generic Universe and involves the Market Research of Zandu’s generic ayurvedic products portfolio. The project’s prime objective is to do a thorough gap analysis of the portfolio compared to that of competitors like Dabur, Baidyanath and others. The project assigned to me involved carrying out the research in Ahmedabad, Gujarat. At the end of the project I was required to submit a presentation of my analysis at the Kolkata Head Office of Emami Limited. The Market Research involved surveying Medical Stores and Ayurvedic Doctors in Ahmedabad, Gujarat. After collecting the data from various primary and secondary sources, gap analysis was carried out to compare Zandu with its competitors.
Ahmedabad / Kolkata
Prashant Bankar
th
7 June, 2012
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ACKNOWLEDGEMENT
I am thankful to Emami Limited , for giving me the opportunity of undertaking my summer internship project with them. I would like to express my sincere gratitude to my mentor, Mr. Gourab Roy Chowdhury (VP, Sales & Marketing, Emami Limited) for his valuable support, encouragement, guidance and feedback throughout the course of the project. I also thank Mr. Arindam Majumder and Dr. Avinash Singh for the guidance they provided. I would also like to thank the entire on-field staff of Zandu at Ahmedabad, Gujarat. I express my sincere gratitude to Mr. Sagar Joshi, Mr. Hardik Dave and Mr. D.K. Shah for their tremendous support in Ahmedabad. Even though the work was tough, the people around me made it a pleasant experience. Each one of them was available any time I needed them and supported me throughout the course of the project. I would also like to acknowledge the help provided by my faculty guide, Dr. Anshu Jalora, towards the completion of this project. I am thankful to my college Narsee Monjee Institute of Management Studies (NMIMS) which has given me an opportunity to work in Emami Limited and helped me understand the nuances of Market Research and Sales. This project was truly a challenging and memorable experience.
Prashant Bankar
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EXECUTIVE SUMMARY
This report is a part of the summer internship project at Emami Ltd as part of partial fulfillment of the MBA course curriculum at NMIMS, Mumbai. The project is titled “Market Research and Gap analysis of Zandu’s Generic Ayurvedic Products portfolio in Ahmedabad, Gujarat.” The project is concerned with the market research and gap analysis of Zandu’s ayurvedic products portfolio and the primary research has been carried out in Ahmedabad, Gujarat. The first chapter gives a brief introduction about the project and discusses the research methodology followed for the market research and gap analysis. The next chapter concerns with the literature survey which covers the secondary research on Ayurveda and the present scenario of the ayurvedic industry in India. The next chapter covers the market research surveys that were carried out to gather the primary data on the project. The four surveys that were carried out include those of: Ayurvedic Doctors, Medical Stores, Ayurvedic Stores and the Perception of tod ay’s generation towards Ayurveda. This chapter also explains the purpose of each question and what information it will provide for the analysis. The final chapter is the gap analysis and recommendations which uses the primary and secondary data for the gap analysis. The gap analysis includes the following aspects: Product Portfolio, Pricing Analysis, Distribution Structure, Packaging Attributes and Promotional Activities. Recommendations for each of the gaps have been made after each gap analysis.
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LIST OF TABLES, GRAPHS & FIGURES Figure 1: Research Methodology Flow Diagram......................................................................................9 Figure 2: Ayush Doctors in India............................................................................................................ 13 Figure 3: Typical Rack Space ................................................................................................................. 45 Figure 4: Zandu's Packaging ................................................................................................................... 46
Table 1: Medical Store Vs Ayurvedic Store ........................................................................................... 32 Table 2: MARKET Share of Major Players ........................................................................................... 39
Graph 1: Brands of ayurvedic medicines stored ..................................................................................... 27 Graph 2: Percent of total sales in the medical stores .............................................................................. 27 Graph 3: Most widely sold Ayurvedic Brand .........................................................................................28 Graph 4: Most Common Ailments.......................................................................................................... 28 Graph 5: Feedback for Zandu .................................................................................................................29 Graph 6: General Problems Faced .......................................................................................................... 29 Graph 7: Most widely Sold Ayurvedic Brand ........................................................................................31 Graph 8: Common Ailments ................................................................................................................... 31 Graph 9: Suggestions for Zandu ............................................................................................................. 32 Graph 10: Way of dispensing Medicines ................................................................................................ 33 Graph 11: COMMON Ailments .............................................................................................................34 Graph 12: Willingness to buy bulk packs ............................................................................................... 34 Graph 13: Awareness Towards Ayurveda .............................................................................................. 36 Graph 14: Effectiveness of Treatment .................................................................................................... 36 Graph 15: Reasons to opt for Ayurveda .................................................................................................36 Graph 16: Which System of Medicine is effective ................................................................................. 37 Graph 17: In case of Emergency.............................................................................................................37 Graph 18: In case of Cosmetic Problems................................................................................................ 37 Graph 19: In case of Common Ailments ................................................................................................ 38 Graph 20: When you think of Ayurveda................................................................................................. 38
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TABLE OF CONTENTS 1.
Introduction & Research Methodology......................................................................... 8 1.1
Introduction ........................................................................................................................ 8
1.2
Project Objectives .............................................................................................................. 8
1.3
Research Methodology ...................................................................................................... 9
1.3.1 1.3.2 1.3.3
2.
Literature Survey .......................................................................................................... 10 2.1
Ayurveda: The Science of Life ........................................................................................ 10
2.2
Ayurvedic Medicine Industry in India.............................................................................. 11
2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6
2.3
3.
3.1.1
3.2 3.2.1
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Dabur India ...................................................................................................................................... 11 Sri Baidyanath Ayurvedic Bhawan ................................................................................................... 11 The Himalaya Drug Company ......................................................................................................... 12 Sandu Pharmaceuticals ................................................................................................................... 12 Charak Pharmaceuticals .................................................................................................................. 12 Kottakkal Arya Vaidya Sala.............................................................................................................. 12
Status of Ayurveda in India ............................................................................................. 13
Emami & Zandu Pharmaceutical Works ..................................................................... 14 3.1
4.
Primary Data ...................................................................................................................................... 9 Secondary Data ................................................................................................................................. 9 Limitations & Scope ........................................................................................................................... 9
The Emami Group ............................................................................................................ 14 Business Developments at Emami .................................................................................................. 14
Zandu Pharmaceutical Works ......................................................................................... 15 Business Developments at Zandu ................................................................................................... 15
Market Research ........................................................................................................... 16 4.1
Medical Stores Survey ..................................................................................................... 16
4.2
Ayurvedic Stores Survey ................................................................................................. 19
4.3
Ayurvedic Doctor Survey ................................................................................................. 21
4.4
Perception towards Ayurveda Survey ............................................................................ 22
Observations and Findings ......................................................................................... 26 5.1 5.1.1 5.1.2
5.2 5.2.1 5.2.2
Findings: Medical Stores Survey .................................................................................... 26 Key Findings of the Medical Stores Survey ..................................................................................... 26 Graphs and Responses ................................................................................................................... 27
Findings: Ayurvedic Stores Survey ................................................................................ 30 Key Findings of the Ayurvedic Stores Survey.................................................................................. 30 Graphs & Responses ....................................................................................................................... 31
5.3
Differences between Ayurvedic and Medical Stores ..................................................... 32
5.4
Findings: Ayurvedic Doctors’ Survey ............................................................................. 33
5.4.1
Key Findings of the Ayurvedic Doctors’ Survey ............................................................................... 33
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5.4.2
5.5 5.5.1 5.5.2
6.
Graphs & Responses ....................................................................................................................... 33
Findings: Perception towards Ayurveda Survey ........................................................... 35 Key Findings of the Perception towards Ayurveda Survey..............................................................35 Graphs & Responses ....................................................................................................................... 36
Gap Analysis & Recommendations ............................................................................ 39 6.1
The Generic Ayurvedic Medicines Market ...................................................................... 39
6.2
Gap Analysis: Product Portfolio...................................................................................... 40
6.2.1 6.2.2
6.3 6.3.1
6.4 6.4.1 6.4.2
6.5 6.5.1 6.5.2
6.6 6.6.1
6.7 6.7.1
6.8 6.8.1 6.8.2 6.8.3 6.8.4
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Findings............................................................................................................................................ 40 Recommendations ...........................................................................................................................40
Gap Analysis: Pricing Analysis ....................................................................................... 41 Findings & Recommendations ......................................................................................................... 41
Gap Analysis: Distribution Structure .............................................................................. 42 Findings............................................................................................................................................ 42 Recommendations ...........................................................................................................................42
Gap Analysis: Market Working Pattern ........................................................................... 43 Findings............................................................................................................................................ 43 Recommendations ...........................................................................................................................44
Gap Analysis: Packaging ................................................................................................. 45 Findings & Recommendations ......................................................................................................... 45
Gap Analysis: Promotional Activities ............................................................................. 47 Findings & Recommendations ......................................................................................................... 47
What are the Competitors Doing?? ................................................................................. 48 Charak Clinic: A brilliant way of Forward Integration ....................................................................... 48 Dabur: The Online Market................................................................................................................ 48 Baidyanath: Strong Network of Exclusive Stores ............................................................................ 49 The Great Himalayan Threat ........................................................................................................... 49
Conclusion........................................................................................................................ 50
7.
Bibliography ................................................................................................................. 51
8.
Annexures ..................................................................................................................... 52 8.1
Annexure A: Medical Stores Survey ............................................................................... 52
8.2
Annexure B: Ayurvedic Stores Survey ........................................................................... 54
8.3
Annexure C: Ayurvedic Doctors Survey ......................................................................... 56
8.4
Annexure D: Perception towards Ayurveda Survey ...................................................... 57
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1.
INTRODUCTION & RESEARCH METHODOLOGY
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals” “ – David Ogilvy
1.1 INTRODUCTION Market Research is a key aspect of the success of any product that hits the market. It is not only useful before launching the product but also crucial after the launch. The pre launch research can determine how the consumer behavior is likely to be in that particular market, while the post launch results tell us how well the predictions have been. This summer internship project is primarily based on the market research of Zandu’s Generic Products Portfolio, which was acquired by Emami in late 2008. The prime objective of this project is to compare the portfolio with that of its competitors and carry out a thorough Gap Analysis.
1.2 PROJECT OBJECTIVES 1. Market analysis: To study the Ayurvedic Generic Universe in detail. 2. Market Research: Since there is no organised source for market data, the study will be largely
based on primary research. This includes various surveys and feedback from Ayurvedic Doctors, Retailers and distributors. 3. Gap Analysis: Product portfolio – To find out the gaps in Zandu’s product portfolio (SKUs)
compared to that with the competitors. 4. Gap Analysis: Pricing – To analyze the pricing of Zandu’s products compared to that of
competitors and give necessary recommendations. 5. Gap Analysis: Distribution Structure – To study how Zandu’s distribution system is different
from that of its competitors and give recommendations. 6. Gap Analysis: Market Working Pattern – To study the market working pattern of Emami’s
field personnel with respect to competitors like Dabur and Baidyanath. 7. Gap Analysis: Packaging – To study the packaging of Zandu products compared to that of
competitors. 8. Gap Analysis: Promotional Activities – To compare Zandu’s incentives, schemes and
marketing activities with respect to competitors.
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1.3 RESEARCH METHODOLOGY The project is largely Market Research based and involves primary research along with some secondary research. The primary research involves the surveying of Medical Stores which includes purely ayurvedic stores as well as ayurvedic + allopathic medical stores. Another significant part of the primary research involves surveying some Ayurvedic practitioners. The secondary research involves searching the internet for articles related to Ayurveda in general, competitors’ news, industry news etc.
1.3.1 PRIMARY DATA Primary Data shall consist of the answers obtained after questioning the Medical Retailers and ayurvedic doctors. The data shall be used to gather information about consumer behavior, the buying pattern, the brand awareness etc. of Zandu’s generic ayurvedic medicines. Primary research forms a major junk of the work in this project as very little data is available on the internet or journals and research reports.
1.3.2 SECONDARY DATA Secondary data shall consist mainly of the data obtained through internet, news articles, journals and reports etc. The data shall be used to gather general industry news and pattern, competitor news and latest happenings in the sector, consumer behavior and effects of external climate on the same. Secondary research is a small part of the project as not much data is available through external sources. The whole Research Methodology can be summarized as follows:
Primary Research • • • •
Medical Stores Ayurvedic Stores Ayurvedic Doctors Distributors
Secondary Research • • • •
News Articles Industry News Competitor News Reports
Analysis & Interpretation • Market Analysis • Gap Analysis • Pricing • Distribution • Promotion
FIGURE 1: RESEARCH METHODOLOGY FLOW DIAGRAM
1.3.3 LIMITATIONS & SCOPE The Geographical scope of the project covers the Ahmedabad city of Gujarat only and hence the perceptions, tastes, consumer behavior and observations are limited to this geographical area. Due to the varied nature of the ayurvedic industry from state to state, it is difficult to give out a ‘One Size Fits All’ solution. However, more than half of Zandu’s Business comes from the state of Gujarat and about 60% of it comes from Ahmedabad alone. Hence, the results of the gap analysis are of significant importance, largely to retain the stronghold in Gujarat.
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2.
LITERATURE SURVEY
“When diet is wrong medicine is of no use………….. When diet is correct medicine is of no need.”
-Ayurvedic Proverb
2.1 AYURVEDA: THE SCIENCE OF LIFE Ayurveda is India’s traditional, natural system of medicine that has been practiced for more than 5,000 years. Ayurveda is a Sanskrit word that literally means “Science of life” or “practices of longevity.” Ayurveda was the system of health care conceived and developed by the seers (rishis) and natural scientists through centuries of observations, experiments, discussions and meditations. For several thousand years their teachings were passed on orally from teacher to student; about fifth to sixth century BC, elaborately detailed texts were written in Sanskrit, the ancient language of India. For years Ayurveda flourished and was used by rich and poor alike in India and Southeast Asia. The basics of Ayurvedic medicine are set down in ancient texts (Dharmananda, 2008), of which the Charaka Samhita is the principal resource. Samhita refers to a collection of rules that is part of the larger collection of sacred texts known as the Vedas. Charaka is the legendary author, who lived about 2,000 years ago. It is likely a compilation of the work from several authors over an extended period, attributed to one who had a great name. As described by Dr. P. Kutumbiah, author of Ancient Indian Medicine: "The Charaka Samhita stands as the finest document of the creative period (600 B.C.200 A.D.) of ancient Indian medicine, in regard to the extent of its contents and to the state of its preservation....Charaka is the most rewarding author among the writers of classic medicine…." According to ayurvedic teaching (Subrat, Iyer, & Prasad, 2002), everyone and everything in the universe consists of three basic forces or elements. In Sanskrit they are called vata, pitta and kapha (also spelled as vat, pit and kaph). They are thought to control all physical and mental processes and are compared to the workings of the wind, the sun and the moon. o
Vata is linked to the wind, which is constantly on the move, and controls the central nervous system.
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Pitta is like the sun, a source of energy. It controls the digestive system and all biochemical processes.
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Kapha governs the balance of tissue fluid, controlling cell growth and the firmness of the body — rather as the moon governs the tides.
Good health is believed to result from the three forces being in harmony — not unduly stronger or weaker than each other. Bad health is said to occur when they are out of balance. Maintaining a harmony between the different elements is the key to the ayurvedic concept.
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2.2 AYURVEDIC MEDICINE INDUSTRY IN INDIA Ayurvedic medicines are produced by several thousand companies in India (Dharmananda, 2009), but most of them are quite small, including numerous neighborhood pharmacies that compound ingredients to make their own remedies. It is estimated that the total value of products from the entire Ayurvedic production in India is of the order of one billion US dollars. 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 broad 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. The major Ayurvedic medicines manufacturers in India are Dabur, Baidyanath, Sandu and Zandu, which together have about 85% of India's domestic market (Dharmananda, 2009). 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:
2.2.1 DABUR INDIA Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of FMCG. It was established in 1884, and had grown to a business level in 2003 of about 650 million dollars per year, though only a fraction of that is involved with Ayurvedic medicine. About 15% of sales volume was pharmaceuticals; the remaining 85% were mostly non-medicine items such as foods and cosmetics. Dabur's Ayurvedic Specialities Division has medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. These materials constitute only 7% of Dabur's total revenue. Dabur Chyawanprash (herbal honey) has a market share of 70% and Hajmola Digestive Tablets has an 88% share. Other major products are Dabur Amla Hair Oil, Vatika (Shampoo), and Lal Dant Manjan (Tooth Powder).
2.2.2 SRI BAIDYANATH AYURVEDIC BHAWAN Baidyanath was founded in 1917 in Kolkata, and specializes in Ayurvedic medicines, though it has expanded into the FMCG sector with cosmetic and hair care products; one of its international products is Shikakai (soap pod) Shampoo. The company reports having over 700 Ayurvedic products made at 10 manufacturing centers with 1,600 employees. Included items are herbal teas, patent medicines, massage oils, and chyawanprash. Baidyanath also has over 3,500 exclusive self owned ayurvedic outlets across India and also exports i ts products to several countries.
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2.2.3 THE HIMALAYA DRUG COMPANY The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5,000 year old system of medicine. This included referring to ancient ayurvedic texts, selecting indigenous herbs and subjecting the formulations to modern pharmacological, toxicological and safety tests to create new drugs and therapies. It has a U.S. distribution division (Himalaya USA). It is known in the U.S. for the product Liv-52, marketed as a liver protector and therapy for liver diseases like viral hepatitis; the product was first marketed in India in 1955.
2.2.4 SANDU PHARMACEUTICALS Sandu Brothers founded Sandu Pharmaceuticals on 10th May 1899 at Thakurdwar, Mumbai; the factory was later shifted to Chembur to cater to growing demand. The Company has a manufacturing facility at Navi Mumbai and an ultramodern manufacturing plant at Goa, with state of art technology. The in-house development of process equipments enabled increase in production capacity. The company also has an R&D centre at Navi Mumbai. Sandu is a well recognized brand in Ayurveda and its famous product has been Tej Ras.
2.2.5 CHARAK PHARMACEUTICALS Charak was founded in 1947, and currently has three distribution centers in India; it produces liquids, tablets, and veterinary supplies. It has gained a large advantage with its new product Evanova, a preparation containing 33 herbs and 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 as asparagus root (shatavari), which reduces the frequency and intensity of hot flashes.
2.2.6 KOTTAKKAL ARYA VAIDYA SALA Founded in 1902, by Vaidyaratnam P.S. Varier, the Kottakkal Arya Vaidya Sala is today the largest and most trusted institution of its kind in India. Kottakkal Arya Vaidya Sala is a charitable institution offering Ayurvedic medicines and treatments to patients from all over India and abroad. The Arya Vaidya Sala also manages one Ayurvedic Hospital at Kottakkal in Kerala and another at Delhi, cultivates medicinal plants, manufactures medicines, conducts research programs, publishes books and seminar reports on Ayurveda and related subjects, and runs a Kathakali Academy. Sri Varier, scion of an illustrious family of Kottakkal in the Malabar region of Kerala, was a renowned Ayurvedic scholar and academician, an able practitioner, a successful entrepreneur, and a genuine philanthropist.
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2.3 STATUS OF AYURVEDA IN INDIA According to some sources, up to 80% of people in India have used some form of traditional medicines, a category which includes Ayurveda. In 1970, the Indian Medical Central Council Act which aims to standardize qualifications for Ayurveda and provide accredited institutions for its study and research was passed by the Parliament of India. Central Council of Indian Medicine (CCIM) a statutory body established in 1971, under Department of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH), Ministry of Health and Family Welfare, Government of India, monitors higher education in ayurveda. Many clinics in urban and rural areas are run by professionals who qualify from these institutes. According to the Department of AYUSH site of Ministry of Health & Family Welfare, Government of India following are the statistics of Ayurvedic practices in India:
Number of Registered Medical Practitioners: 438721
Number of dispensaries: 15193
Number of hospitals: 753
Bed strength: 35182
Number of teaching institutions (Under Graduate): 219
As of 2009, total Ayush practitioners are more than the allopathic practitioners in India and Ayurvedic practitioners form almost 60% of Ayush. Homeopathic practitioners are next to Ayurveda.
FIGURE 2: AYUSH DOCTORS IN INDIA
Source: Ayurvedic Consultants
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3.
EMAMI & ZANDU PHARMACEUTICAL WORKS
"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well."
- Jeff Bezos
3.1 THE EMAMI GROUP Kolkata-based Emami Group is promoted by Shri R. S. Agarwal and Shri R. S. Goenka, Kolkata based industrialists (MarketView Xenius About Emami). It is engaged in the business of developing and manufacturing personal, beauty and health care products through a leverage of Ayurveda. The company manufactures herbal and Ayurvedic products through the use of modern scientific laboratory practices. In the 1970s, Agarwal and Goenka jointly promoted the business of Himani. Over the last three decades, Himani emerged as a leading player in the field of personal and health care products in India and later changed its name to Emami. The Group's portfolio consists of more than 20 products made from herbs, natural extracts and essential oils. The company has a multi-locational manufacturing presence in Kolkata, Pondicherry, Jabalpur, Guwahati and Mumbai. The company has offices across 27 Indian cities. The company's product basket comprises over 20 products, the major being Boroplus Antiseptic Cream, Navratna Oil, Bororplus Prickly Heat Powder, Sona Chandi Chyawanprash and Amritprash, Mentho Plus Pain Balm, Fast Relief, Golden Beauty Talc, Madhuri Range of Products and others. The Company markets its products in over 30 countries like Nepal, Sri Lanka, Gulf countries, Europe, Africa and the Middle East. It has its subsidiaries in UK and Bangladesh. The company is planning to enter the OTC health care segment through overseas acquisitions and new product development. The product portfolio of the company can be broadly divided into the following umbrellas:
Emami-The products under this Umbrella Brand promise care for the skin. The range consists of Skin care, Hair care and Men's care products.
Himani-Products under this Umbrella Brand promise cure. The r ange consists of OTC medicines.
Ayucare-A range of new Life style enhancing products comprising of Single ingredient herbs, food supplements, Neem & Aloe Vera range, Ayurvedic tea, Massage oil, Essential oils & blends.
3.1.1 BUSINESS DEVELOPMENTS AT EMAMI During 2007, the company amalgamated J B Marketing & Finance Limited with the Company.
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During 2008, the company acquired controlling stake of 66.44% in Zandu Pharmaceutical Works Limited and it became a subsidiary of the company. Subsequently, the company divested its stake from Emami Realty Pvt Ltd-its wholly owned subsidiary which is engaged in realty business which was acquired in 2007. During 2009, the Company and the Zandu Pharmaceutical Works Limited approved the demerger of the Realty Undertaking of Emami Limited into a separate company named Slick Properties Private Limited to be renamed as 'Emami Infrastructure Limited' and also approved the demerger of the FMCG Undertaking of Zandu into Emami Limited. Further to this, Realty Undertaking of Emami Limited which includes its investment in wholly owned subsidiary Emami Realty Limited and Zandu after the demerger of the Zandu's FMCG Undertaking i.e. Zandu's non-core undertaking to be renamed as "Zandu Realty Limited".
3.2 ZANDU PHARMACEUTICAL WORKS Zandu Pharmaceutical Works was established in December 1919 at Mumbai. The company manufactures Ayurvedic healthcare products, chemicals and cosmetics. The company's products are sold under the name ZANDU. The company supplies Ayurvedic & Herbal Remedies, Nutraceutical, ayurvedic generics, Plant extracts and herbal cosmetic export through the world. The company primarily operates in India and also exports its products to US, Europe, Asian and African countries. Zandu Pharmaceuticals Works recognized under the popular brands such as Zandu Balm, Zandu Chyavanprash, Zandu keari Jivan, Alma lio etc. The company has four manufacturing units viz Zandu chemicals, Zandu Cosmetics, Zandu Helpline, Zandu Remedy. Zandu Chemicals has become the subsidiary of the company in November, 2006.
3.2.1 BUSINESS DEVELOPMENTS AT ZANDU During the year 2008-09, the company acquired an additional 44.20% stake of Zandu Chemicals Ltd, a subsidiary of the company and the total holding of the company in Zandu Chemicals Ltd. after this acquisition will be 93.84% equity stake. Emami acquired 68.9% stake in Zandu Pharmaceutical and took management control on November 5, 2008. The acquisition was aimed at achieving synergetic benefits and to leverage on mutual strengths. During 2009-10, the company commenced their commercial production in Uttarakhand Unit. Zandu and Emami Ltd announced the de-merger of the realty undertaking of Emani Ltd into a separate company, namely Slick Properties Pvt Ltd to be renamed as Emami Infrastructure Ltd.
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4.
MARKET RESEARCH
Research is to see what what everybody else has seen, and to think what nobody nobody else has thought” “ - Albert Szent-Gyorgyi
The Market Research involved carrying out 3 major surveys: Surveying Medical Stores, Surveying Purely Ayurvedic Stores and Surveying Ayurvedic Doctors. Doctors . Each of the three surveys yielded specifically intended results which when combined gave the complete picture necessary to carry out products . Each of the questions in the survey probed a the gap analysis on Zandu’s Generic Ayurvedic products. particular issue required for analysis as is explained in detail below. Apart from the 3 surveys, as part of my primary research a questionnaire was floated to know the Perception of Today’s Generation towards Ayurveda. Ayurveda. The results of this survey were interesting and opened up new avenues for pr obing.
4.1 MEDICAL STORES SURVEY Approximately 180 medical stores were surveyed over the period of 6 weeks covering as much of the city of Ahmedabad as possible. Medical Stores which aren’t purely ayurvedic a yurvedic stock both allopathic and ayurvedic medicines. Although it was observed that the business from ayurvedic side ranges from merely 5% to 20% of their actual sales, these medical stores are of significant value because of their enormous number in the city. Following is the description of each question and the purpose of these questions for the analysis. Demographic data is obtained through the first three th ree questions which gives us the name and address of the medical store and also the type of the store: purely ayurvedic or allopathic. Following are the 3 questions: Q.1 Name of the Medical Store
Q.2 Address (Area)
Q.3 Type of the Medical Store?
Purely Ayurvedic (1) Ayurvedic + Allopathy (2)
The data on which brands are stored by the Medical stores is given by Question no. 3. This question is especially important in the context of medical stores that aren’t purely ayurvedic as it gives an idea about which brands are stored by the Medical stores. The question is as follows: Q.4 Which brands of ayurvedic medicines do you store?
Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Others (Local) (5)
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The next question gives us an idea about how much of the total business of the medical store comprises of ayurvedic medicine sale. sale. This is an important question as it gives a rough estimate of how much potential exists for ayurvedic a yurvedic medicines in medical stores that cater to both allopathic and ayurvedic medicines. The question is as follows: Q.5 How is the response towards ayurvedic medicines when compared to allopathic medicines?
______ Allopathy (1) ______ Ayurveda (2) The next two questions talk about which is the most widely sold ayurvedic brand and what kind of common ailments do people come up with for ayurvedic treatments. This will give a fair idea about Zandu’s standing in the market place when compared to its competitors. Also, it will give us an idea as to which ailments’ medicines can be targeted to increase the profits. Q.6 Which is the most widely sold ayurvedic brand?
Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Other Brand (5)
Q.7 What are the most common ailments that people come with?
Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
The next question probes into what is the medical stores owner’s criterion of selecting a generic ayurvedic medicine when he is at liberty to dispense the medicine. Q.8 When selecting from different brands within Generic medicines, what is your criteria of selection?
Better Margins (1) Better Quality (2) Customer demands (3) Popularity of that brand (4)
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The next question is about whether a particular ayurvedic medicine brand is prescribed by a doctor or a patient is requesting a particular brand himself. Q.9 Do the patients that come in ask for a particular brand or the Doctors recommend a particular brand in this area?
Yes (1) Sometimes (2) No (3)
The next questions try to find out what are the problems faced by the medical store owners with respect to Zandu. Q.10 What are your problems with Zandu?
Lower Margin (1) Packing can be improved (2) Replacement Replacement policy should be changed (3) Schemes & Incentives can be improved (4) Other Problems (5)
Q.11 Do the sales people visit regularly?
Yes (1) No (2) Sometimes (3)
The final question asks them whether they have h ave any particular problems while dispensing ayurvedic ayurvedic medicines to consumers. Q.12 What are your the problems you face while dispensing ayurvedic medicines in general?
Low knowledge on ayurvedic products (1) Low Margins (2) Consumer is not aware of ayurvedic medicines (3) Other Problems (4)
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4.2 AYURVEDIC STORES SURVEY Ayurvedic stores are of particular interest to this market research as they are the biggest buyers of ayurvedic medicines. Also, a great challenge lies in understanding their problems and needs as it isn’t only Zandu but almost all ayurvedic brands that are stored b y these Ayurvedic Stores. Following is the description of each question and the purpose of these questions for the analysis. Demographic data is obtained through the first three questions which gives us the name and address of the medical store and also the type of the store: purely ayurvedic or allopathic. Following are the 3 questions: Q.1 Name of the Medical Store
Q.2 Address (Area)
Q.3 Type of the Medical Store?
Purely Ayurvedic (1) Ayurvedic + Allopathy (2)
The data on which brands are stored by the Medical stores is given by Question no. 3. This question is especially important in the context of medical stores that aren’t purely ayurvedic as it gives an idea about which brands are stored by the Medical stores. The question is as follows: Q.4 Which brands of ayurvedic medicines do you store?
Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Others (Local) (5)
The next two questions talk about which is the most widely sold ayurvedic brand and what kind of common ailments do people come up with for ayurvedic treatments. This will give a fair idea about Zandu’s standing in the market place when compared to its competitors. Also, it will give us an idea as to which ailments’ medicines can be targeted to increase the profits.
Q.5 Which is the most widely sold ayurvedic brand?
Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Other Brand (5)
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Q.6 What are the most common ailments that people come with?
Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
The next question probes into what is the ayurvedic stores owner’s criterion of selecting a generic ayurvedic medicine when he is at liberty to dispense the medicine. Q.7 When selecting from different brands within Generic medicines, what is your criteria of selection?
Better Margins (1) Better Quality (2) Customer demands (3) Popularity of that brand (4)
The next question is about whether a particular ayurvedic medicine brand is prescribed by a doctor or a patient is requesting a particular brand himself. Q.8 Do the patients that come in ask for a particular brand or the Doctors recommend a particular brand in this area?
Yes (1) Sometimes (2) No (3)
The next questions try to find out what are the problems faced by the a yurvedic store owners with respect to Zandu. Q.9 What are your problems with Zandu?
Lower Margin (1) Packing can be improved (2) Replacement policy should be changed (3) Schemes & Incentives can be improved (4) Other Problems (5)
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4.3 AYURVEDIC DOCTOR SURVEY Ayurvedic Doctor’s survey is the next essential part of the market research as it gives an idea about the industry from the point of view of the one who prescribe the medicines. There was a very significant observation understood while taking the survey that almost all doctors dispensed their own medicines when it came to generic medicines. The following are the questions: Demographic data is obtained through the first two questions which gives us the name and address of the ayurvedic doctor. Following are the 2 questions: Q.1 Name of the Doctor? Q.2 Area of Clinic in Ahmedabad?
The next question deals with the common ailments that patients come with to the doctors. This is will help in understanding which generic medicines are the most widely sold and have a potential of being offered to the doctors in bigger packs. Q.3 What are the most common ailments that people come with?
Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
The next two questions deal with the kind of medicines that the doctors prescribe or dispense on their own. These questions essentially show us what is the pattern that is followed by the doctors when it comes to treating their patients: prescribing from medical store or dispensing themselves. Q.4 How do you mostly dispense medicines?
Self Dispensing (1) Prescribing from Stores (2)
Q.5 What kind of medicines do you prescribe to be bought from medical stores?
Ethical Medicines (1) Costly Medicines (2) Generic Medicines (3)
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The final question gauges the willingness of the doctors to buying generic medicines if Zandu introduces them in packs of 1-2 Kgs Q.6 If Zandu introduces generic medicines in packs of 1-2Kg will you be willing to buy?
Yes (1) Maybe (2) No (3)
4.4 PERCEPTION TOWARDS AYURVEDA SURVEY During the course of the internship I felt it was essential to know the perception of today’s generation towards Ayurveda as ultimately they are going to be the future buyers of ayurvedic medicines. In order to achieve this I formulated a survey for the people in the age groups of 20-30. The first three questions give us the demographic data such as Name, Age and Gender of the respondent. Q.1 Your Name? Q.2 Your Age?
Q.3 Your Gender?
Male (1) Female (2)
The next few questions try to gauge the respondent’s attitude towards Ayurveda, whether the respondent is aware of any ayurvedic treatment, what was his/her reaction to the treatment, what are the possible reasons why he/she has opted or not opted for an ayurvedic treatment. Q.4 Which of the following best describes your attitude towards Ayurveda?
I am not aware of Ayurveda (1) I am aware of Ayurveda but I don’t use it (2) I am aware of Ayurveda and I use it frequently (3) I am aware of Ayurveda and I use it occasionally (4)
Q.5 Have you ever tried any Ayurveda treatment so far?
Yes (1) No (2)
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Q.6 If yes how was the treatment?
Effective (1) Effective but took a long time (2) Ineffective (3) I have not tried any ayurvedic medicines so far (4)
Q.7 What can be the possible reasons due to which you opt/will opt for an ayurvedic treatment? (You can choose multiple options)
No Side effects (1) Economical (2) Completely cures the ailment (3) Other Reason (4)
Q.8 What can be the possible reasons due to which you DO NOT opt / will NOT opt for an ayurvedic treatment? (You can choose multiple options)
Not scientific (1) Slow effect (2) Allopathic medicines are more researched (3) Don’t trust alternative medicine (4)
The next few questions try to understand what the respondent’s choice of treatment will be under an emergency situation, common cosmetic problems, and common ailments etc. this is t o understand where does ayurvedic treatments appear to be a favorite among today’s generation.
Q.9 According to you which system of medicines is more effective?
Allopathic (1) Ayurvedic (2) Homeopathy (3) Can’t say (4)
Q.10 Which system will you prefer, in case of a medical emergency like kidney stones?
Allopathic (1) Ayurvedic (2) Homeopathy (3)
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Q.11 Which system will you prefer, in case of the following cosmetic problems? Allopathic (1)
Ayurvedic (2)
Homeopathy (3)
Hair fall (1)
Pimples (2)
Hair oils (3)
Face wash (4)
Q.12 Which system will you prefer, in case of the following Diseases? Allopathic (1)
Ayurvedic (2)
Homeopathy (3)
Diabetes (1)
Obesity (2)
Cancer (3)
Malaria (4)
Jaundice (5)
Q.13 Which system will you prefer, in case of the following common ailments? Allopathic (1)
Ayurvedic (2)
Homeopathy (3)
Fever (1)
Sore Throat (2)
Common Cold (3)
Constipation (4)
Tooth Ache (5)
Head Ache (6)
Acidity (7)
Vomiting (8)
Muscular Pain (9)
Diarrhea (10)
Joint Pain (11)
General
Weakness
(12) Respiratory Problem (13)
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The next few questions try to understand what is it that the respondent thinks when Ayurveda comes to his mind. Through an open ended question the respondent is asked about the brand that comes to his mind when someone says Ayurveda and also why he thought about that brand. Q.14 When you think of Ayurveda which of these comes to your mind more often (rate 1 for most often and 5 for least often)?
______ Chyawanprash ______ Balm and pain relief ointments ______ Facepack and creams ______ Tablets and capsules ______ Churnas and kadhas
Q.15 When you think of Ayurveda which brand or company comes to your mind?
(Open Ended Question)
Q16 The Brand you chose in above question was because of the following attributes? Strongly Agree (1)
Agree (2)
Effective
Pure and safe
Tried & Tested
Neither Agree nor Disagree (3)
Disagree (4)
Strongly Disagree (5)
Highly Advertised (Famous)
Trustworthy & Well Researched
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5.
OBSERVATIONS AND FINDINGS
“The trouble with research is that it tells you what people were thinking about yesterday, not t omorrow. It's like driving a car using a rearview mirror.”
-Bernard Loomis
This chapter lists all the observations made and findings obtained through the 4 surveys. Each survey has been separately analyzed and the findings were noted down. The findings listed here are further used in the next chapter “Gap Analysis”, which will probe each of the gaps in detail using the primary and secondary research carried out.
5.1 FINDINGS: MEDICAL STORES SURVEY 5.1.1 KEY FINDINGS OF THE MEDICAL STORES SURVEY
Around 180 Medical Stores in Ahmedabad surveyed. These medical stores were allopathic plus ayurvedic medical stores.
It was observed that Zandu and Baidyanath were the brands that were mostly stored by these medical stores.
When we compare the contribution of ayurvedic medicines sales to the total sales, it was found that on an average only 10% of the sales can be attributed to ayurvedic medicines while rest 90% is accounted by allopathic medicines.
When it comes to the most widely sold ayurvedic brand , Zandu leads the way followed by Baidyanath.
Stomach related ailments like acidity etc, rheumatic disorders, and blood pressure are the most common ailments that ayurvedic patients come with.
Customer demands, popularity of a brand and better quality drives the medical shop owners while dispensing a generic ayurvedic medicine.
Several shop owners suggested a change in the replacement policy of Zandu’s medicines. Also, they wished for better schemes and better packing.
Lack of knowledge of ayurvedic medicines and also low consumer awareness of Ayurveda are the most common problems faced by medical stores owners.
Most medical stores are covered by distributors and not by Zandu’s own sales force.
Zandu Balm and Kesari Jivan now distributed by Emami Distributors and not Zandu.
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5.1.2 GRAPHS AND RESPONSES 5.1.2.1
Which brands of ayurvedic medicines do you store?
GRAPH 1: BRANDS OF AYURVEDIC MEDICINES STORED
Graph
Answer
Response
%
Zandu
163
92%
Sandu
57
32%
Dabur
89
50%
Baidyanath
159
90%
Others (Local)
39
22%
5.1.2.2
How
is
the
response
towards
ayurvedic
medicines
when
compared to allopathic medicines?
GRAPH 2: PERCENT OF TOTAL SALES IN THE MEDICAL STORES
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5.1.2.3
Which is the most widely sold ayurvedic brand?
GRAPH 3: MOST WIDELY SOLD AYURVEDIC BRAND
5.1.2.4
What are the most common ailments that people come with?
GRAPH 4: MOST COMMON AILMENTS
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5.1.2.5
What are your Suggestions or feedback for Zandu?
GRAPH 5: FEEDBACK FOR ZANDU
5.1.2.6
What are the problems you face while dispensing ayurvedic
medicines in general?
GRAPH 6: GENERAL PROBLEMS FACED
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5.2 FINDINGS: AYURVEDIC STORES SURVEY 5.2.1 KEY FINDINGS OF THE AYURVEDIC STORES SURVEY
35 Purely Ayurvedic Stores were surveyed under this survey and their responses were recorded. Although there are about 50 ayurvedic stores in Ahmedabad, these stores are the biggest customers of Zandu’s generic products.
It was found that each and every pure ayurvedic stores stored all four major brands: Zandu, Sandu, Dabur and Baidyanath. Also, each of the stores stored a number of local ayurvedic manufacturers. Notable among them are Bhuvaneswari, Shree Shanker, Yash Pharmacy, Dhanwantari, Nar Narayan etc.
Again, even in ayurvedic stores Zandu and Baidyanath remain the most widely sold ayurvedic brands with Zandu leading the pack.
Similar to medical stores, even in ayurvedic stores the most common ailments that patients come with are: Rheumatic problems, stomach ailments, Diabetes etc.
Lower margins and need for better schemes remains the biggest concern that the ayurvedic store owners have against Zandu.
A couple of store owners complained regarding the packaging of churnas and tablets. Odd generic products and classical products are also not available in Zandu’s portfolio.
A few store owners also emphasized on the importance of bulk packing as several local companies offer bulk packs of generic medicines.
Several Store owners also pointed out the sharp rise in prices of Zandu’s products and how they are much costlier than other competitors.
Although Zandu and Baidyanath remain an overall leader in the market it was observed that each brand was a leader in a particular segment of product. For instance, Zandu is the leader in common generic medicines, Sandu is famous for its Asavarishtas, Himalaya is famous for its complete ethical range and so on.
A little research has revealed that the number of ayurvedic stores has increased sharply since past 2-3 years. A direct result of this is one purely ayurvedic store in a radius of 1 km and also a cut throat competition among the stores.
The store owners are seasoned businessmen and profit margins are of prime importance to them and hence the product on which they can obtain the maximum profit is the preferred product of their choice while dispensing.
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5.2.2 GRAPHS & RESPONSES 5.2.2.1
Which is the most widely sold ayurvedic brand?
GRAPH 7: MOST WIDELY SOLD AYURVEDIC BRAND
5.2.2.2
Which are the most common ailments which people come with?
GRAPH 8: COMMON AILMENTS
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5.2.2.3
What are your Suggestions or feedback for Zandu?
GRAPH 9: SUGGESTIONS FOR ZANDU
5.3 DIFFERENCES
BETWEEN
AYURVEDIC
AND
MEDICAL
STORES There are several subtle and important differences between purely ayurvedic store and a medical store that houses both allopathic and ayurvedic medicines. A few important ones are mentioned below:
Sr no.
Medical Store
Purely Ayurvedic Store
1
More than 1000 in Ahmedabad
About 50 in Ahmedabad
2
Stores only one or two ayurvedic brands
Stores all brands including local brands
3
Margin is not a major concern
Margin is a major concern
4
Only about 10% business is accounted by ayurvedic medicines
Almost 95% busienss accounted by ayurvedic medicines
5
Store owners lack knowledge about Ayurvedic products
Store owners are well versed with the products
6
Orders received are small in quantity but due to the large no. of stores the cumulative orders are huge
Orders received are large in quantities and hence are very important for the business.
TABLE 1: MEDICAL STORE VS AYURVEDIC STORE
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5.4 FINDINGS: AYURVEDIC
DOCTORS’ SURVEY
5.4.1 KEY FINDINGS OF THE AYURVEDIC DOCTORS’ SURVEY
About 15 doctors were surveyed under this survey. This survey was important because it was essential to learn about what the actual practitioners have to say about Zandu’s products.
All the doctors surveyed perceived Zandu’s products as quality products and a trusted name in the field of Ayurveda.
Stomach related ailments and rheumatic problems were the most common ailments that people came with to the ayurvedic doctors.
Almost all of the doctors dispensed their own medicines which are actually locally manufactured medicines. A large portion of these medicines are generic medicines.
The doctors usually prescribe patented ayurvedic products such as Brento syrup or Lalima etc. to the patients but a major portion is self dispensed by them.
When asked whether the doctors will be ready to opt for Zandu’s generic medicines if the company introduces bulk packing of 1-5 Kg, a majority of the respondents said yes.
The doctors said that each brand of ayurvedic medicine is prescribed for specific ailment. For instance Zandu is preferred by doctors when it comes to generic medicines while Sandu is preferred for Kadhas.
The doctors also said that they are willing for the bulk packs of Zandu provided that the pricing is comparative to the local manufacturers that they are currently using for dispensing their medicines. Also, the quality should not be compromised while manufacturing bulk packs.
5.4.2 GRAPHS & RESPONSES 5.4.2.1
How do you mostly dispense medicines?
GRAPH 10: WAY OF DISPENSING MEDICINES
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5.4.2.2
What are the most common ailments that people come with?
GRAPH 11: COMMON AILMENTS
5.4.2.3
If Zandu introduces generic medicines in packs of 1-2Kg will
you be willing to buy?
GRAPH 12: WILLINGNESS TO BUY BULK PACKS
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5.5 FINDINGS: PERCEPTION TOWARDS AYURVEDA SURVEY 5.5.1 KEY FINDINGS OF THE PERCEPTION TOWARDS AYURVEDA SURVEY
Approximately 220 respondents in the age group of 20-30 participated in this survey. The respondents were from diverse geographical and socio economic backgrounds. About 66% of the respondents were male
The average age of the respondents was found to be 24.5. This age group is very important because it is essential to know their perception towards Ayurveda since they will be the future users soon.
More than 95% of the respondents were aware of ayurvedic treatments and 60% have used a treatment in some form earlier.
A majority of those who underwent an ayurvedic treatment found it effective however a large number found it to be time consuming.
No side effects and the completely curing ability of Ayurveda remains a major reason why people opt for ayurvedic treatments.
When asked in general about which system of medicines is more effective, more than 45% respondents felt allopathic medicines are better while only 15% felt Ayurveda was better.
In case of emergency situations such as kidney stones, allopathic systems are preferred. Whereas when it comes to cosmetic ailments, Ayurveda is preferred.
Large number of respondents are willing to try Ayurveda for stomach related ailments and common problems such as cold, sore throat etc.
When asked what comes to their mind when they think of Ayurveda, Chyawanprash got the highest votes while tablets and capsules got the least votes.
When asked about which brand comes to their mind when they think of Ayurveda, a vast majority wrote Himalaya or Dabur.
The respondents attributed their choice of brand to the following: highly advertised , tried & tested and pure & safe.
A significant observation is that Zandu has not been thought of as a brand that comes to mind when one thinks about Ayurveda. A major reason for this is Zandu is associated with Zandu Balm more often and its ayurvedic products are not advertised much.
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5.5.2 GRAPHS & RESPONSES 5.5.2.1
Which of these describes your attitude towards Ayurveda?
GRAPH 13: AWARENESS TOWARDS AYURVEDA
5.5.2.2
How effective was the Ayurvedic treatment?
GRAPH 14: EFFECTIVENESS OF TREATMENT
5.5.2.3
What are the reasons due to which you opt for Ayurveda?
GRAPH 15: REASONS TO OPT FOR AYURVEDA
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5.5.2.4
According to you which system of medicines is more effective?
GRAPH 16: WHICH SYSTEM OF MEDICINE IS EFFECTIVE
5.5.2.5
Which system will you prefer, in case of a medical emergency?
GRAPH 17: IN CASE OF EMERGENCY
5.5.2.6
Which system will you prefer for following cosmetic problems?
GRAPH 18: IN CASE OF COSMETIC PROBLEMS
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5.5.2.7
Which system will you prefer for these common ailments?
GRAPH 19: IN CASE OF COMMON AILMENTS
5.5.2.8
When you think of Ayurveda which of these comes to your mind?
GRAPH 20: WHEN YOU THINK OF AYURVEDA
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6.
GAP ANALYSIS & RECOMMENDATIONS
“The aim of marketing is to know and understand the customer so well the product or service fits him and
- Peter F. Drucker
sells itself.”
6.1 THE GENERIC AYURVEDIC MEDICINES MARKET The current market size of generic ayurvedic products in the organised sector in India is estimated at Rs. 1000 Crores and the sector is annually growing at a rate of 23% over the past 3 years. There are several unorganised players in this segment as ayurvedic products can be produced without a lot of infrastructure. The information regarding the unorganised sector in ayurvedic generic products remains hazy and hard to find. However, it is estimated that there are around 2000 players in unorganized sector catering primarily to local areas. In this generic ayurvedic market, Baidyanath is the leader with annual sales of Rs. 375 Crores, followed by Dabur at Rs. 300 Crores and Sandu at Rs. 80 Crores. Although, Zandu is a well known top-of-the-mind player in this sector, with high consumer perception of credibility and product quality, its annual turnover of Rs. 26 Crores is insignificant compared to market leaders Dabur and Baidyanath. Out of the total organised sector market, the six states of Uttar Pradesh, Maharashtra, Madhya Pradesh, Kerala, Punjab & Haryana and Gujarat account for 70% of the total market. Baidyanath and Dabur, the top two players in the segment account for almost two thirds of the or ganised sector market. Generic ayurvedic products largely consist of three categories: Churnas, Vati-Gutis and Asavarishtha each having size of over Rs. 150 Crores per annum, account for more than 70% of the total market. After the takeover of Zandu by Emami in the end of 2008, the focus now is to build the turnover of Zandu generics business to a level matching its credentials. The vision is to have Rs. 50 Crores turnover in the generics business over a 2 year horizon.
Company
Estimated Annual Sales (2010-11)
Baidyanath
375 Crores
Dabur
300 Crores
Sandu
80 Crores
AVS Kottakal
65 Crores
Dhoot Papeswar
50 Crores
Zandu
26 Crores
Others
107.2 Crores
Total
1001 Crores
TABLE 2: MARKET SHARE OF MAJOR PLAYERS
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6.2 GAP ANALYSIS: PRODUCT PORTFOLIO 6.2.1 FINDINGS
Zandu has a generic product portfolio of approximately 220 SKUs while Baidyanath and Dabur, the overall market leaders, have approximately 615 and 550 SKUs respectively.
The primary research and interactions with several ayurvedic stores revealed that Zandu has either exited from some odd generic products that are not widely sold or has not been present in some generic products that were primarily a forte of other players.
There are also a few old classical products in the generic products segment that Zandu has discontinued.
It is observed that Baidyanath leads the race when it comes to the odd generic products and has a complete and exhaustive product portfolio of generic ayurvedic medicines.
Medical stores that house both ayurvedic and allopathic medicines store only the most commonly sold or famous generic medicines and not the entire generic range like a pure ayurvedic store.
It is also observed that Baidyanath remains the closest competitor of Zandu in terms of generic medicines in Ahmedabad, Gujarat.
6.2.2 RECOMMENDATIONS
It is highly recommended that Zandu should carefully understand which odd generic products to enter into given that Baidyanath has already a good stronghold over such products.
At the moment it doesn’t seem wise to launch into the generic products in which Zandu has no presence as there are no such complaints or suggestions from either the consumers or store owners.
Moreover, medical stores do not store the entire range of ayurvedic generic products and they store only those which are popular and widely sold. Zandu already has a major presence in such products and hence there is no need to launch into new products.
Also, entering into the missing product lines is not going to increase the sales revenue significantly as it will take time to get noticed as usually as per discussions and the surveys it was clear that brand loyalty is high when it comes to ayurvedic medicine.
In case Zandu decides to enter into the missing SKUs, it should target the medicines that deal mainly with Stomach related disorders such as Constipation, acidity etc, Rheumatic disorders like arthritis and joint pains, cosmetic problems such as acne, as it is clear from all the four surveys that these are the most common ailments that people come up with.
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6.3 GAP ANALYSIS: PRICING ANALYSIS 6.3.1 FINDINGS & RECOMMENDATIONS
From the survey of ayurvedic stores it was observed that since ayurvedic store owners have the liberty to choose generic medicines from the various brands available at their disposal, they choose those which give them the highest margin.
The retailers said that the Zandu’s prices have risen significantly compared to the last year and the rise has been observed ever since Emami took over the company in end of 2008.
A comparison of some products with those of local competitors has revealed that the local manufacturers are selling their products at a much lesser price compared to Zandu.
A comparison with the bigger brands such as Baidyanath, Dabur etc. reveal that Zandu’s price is comparable to these brands.
However, the local manufacturers are posing a major concern for Zandu’s products due to their low prices. The two commonly used methods by the competitors are to provide more tablets in a pack at the same price as Zandu or directly providing lesser priced products.
There is also an interesting observation that the demographics of Ahmedabad are changing pretty rapidly and moving towards an urban mentality which is that of being quality consciousness.
It can very well be said that Amdavadis are ready to pay premium price for quality products and an observation is that brand lo yalty is very common when it comes to ayurvedic products as they are used for a long period of time.
Hence, Zandu’s loyal customers are expected to buy the products despite the increas e in price. However, it should be noted that any significant difference between Zandu’s pricing with respect to Baidyanath will prove counter effective and t hat should be taken care of.
It was observed that the ASM had a price list that had several changes marked in it which means that the pricing of products fluctuates often and does not stay constant for the entire year.
Hence it is advisable that instead of publishing the price list on a yearly basis, a quarterly basis approach can be followed which would be easy to track the changes as well as for better analysis on a quarterly basis.
An observation was also that margins are not of prime importance to medical stores as their major business (almost 90%) can be attributed to allopathic drugs and only a meager 10% can be attributed to ayurvedic medicines.
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6.4 GAP ANALYSIS: DISTRIBUTION STRUCTURE 6.4.1 FINDINGS
Baidyanath, Zandu’s closest competitor in Ahmedabad, uses a distribution structure that has a mix of regular distribution channel and also its own exclusive ayurvedic medicine outlets.
It is estimated that about 40% of Baidyanath’s overall sales in India can be attributed to its exclusive retail outlets and the rest to the normal distribution channels.
However, Baidyanath has only one exclusive retail outlet in Ahmedabad and that can be a major reason why Zandu is the leader in Ahmedabad, Gujarat.
Even Dabur has a mix of its own exclusive retail outlets and normal distribution channels but there are no exclusive outlets in Ahmedabad.
There are 4 Distributors of Zandu products in Ahmedabad, namely J .R. Shah, Kalapy Distributors, Patel Brothers and Karnavati Agencies.
The orders from the distributors are forwarded to the C&F Depot in Aslali which processes the order and releases it after receiving money via RTGS transfer.
Vaidyas and ayurvedic practitioners are major influencers of the buying decision when it comes to ayurvedic medicines.
At present only the ethical division salesmen visit the Vaidyas and provide them with free samples of ethical products such as Brento, Rhumasyl etc.
Vaidyas, when it comes to generic medicines, mostly prefer to dispense their own medicines which are locally sourced and available at very less price.
6.4.2 RECOMMENDATIONS
If we see Baidyanath on a national scale, a major reason for its overall success can be attributed to its own exclusive retail outlets. Zandu can very well replicate this model for further success and increased presence.
There are six Frank Ross stores which are Emami owned in Ahmedabad and spread across various places giving an excellent coverage of the entire city. Instead of starting directly with exclusive retail outlets, Frank Ross stores can be used on an experimental basis to gauge the response.
It was observed that a separate rack space was allocated to Emami products in the Frank Ross stores, a similar rack can be given to Zandu products with proper visibility and advertisements around it.
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Another idea can be to setup a small unit within Frank Ross which is dedicated to ayurvedic medicines and which houses only Zandu products. The idea is to have a store within a store.
It was observed that a get together for ayurvedic doctors was arranged by the generic medicines sales team in Ahmedabad but it wasn’t followed up properly. It is learned that even the generic team is supposed to start doctor visits, however that hasn’t begun yet and is highly recommended that the visits start soon.
Also, Ethical division has regular visits with doctors and hence as an experimental move, they can be asked to promote the generic line of Zandu given their experience and skills at interacting with doctors.
However, a major hindrance in this path is that the doctors dispense their own medicines which are more often the generic medicines which are sourced locally. It is important that this needs to be changed.
From the survey results it is clear that the doctors are willing to buy bulk packs of generic medicines of Zandu provided that they are at a competitive price and the quality is maintained .
6.5 GAP ANALYSIS: MARKET WORKING PATTERN 6.5.1 FINDINGS
The market working pattern involves taking orders from distributors and retailers. The senior salesman takes the orders from distributors and also handles the functioning of sales in Ahmedabad.
Apart from the senior salesman there was only one other salesman who visited retail outlets and a new recruit was hired recently for the same purpose.
The ASM handles the working in the Gujarat region and visits Ahmedabad to meet the distributors or going to Aslali Depot.
All the four stockists in Ahmedabad have their own sales force which brings orders from various retail outlets throughout Ahmedabad.
Although the distributor salesmen cover the entire area, Zandu isn’t the only brand that they are selling but it includes Baidyanath, Dabur, Sandu and hordes of local brands such as Dhanwantari, Sri Bhuvaneswari etc.
The main aim of these salesmen is to increase the distributor’s profits which indirectly means they push for products that have higher margins and incentives.
Interaction with the ASM revealed that a 15 day road plan is prepared for the salesmen to cover the entire area of the city and 40 retailers are supposed to be visited every day.
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It is observed that the frequency of visits to purely ayurvedic stores is much more than visits to medical stores. A major reason for this is the fact that the orders received from medical stores are small in quantity.
Gujarat is a tough market with the retailers being hardcore businessmen and hence significant marketing skills are of prime importance and also experience is absolutely necessary.
The current sales force display good marketing skills as they are largely experienced and know the market well.
It has been observed that there is a lack of activities such as POS usage, window display etc. when it comes to generic medicines.
Also, it has been observed that old Ahmedabad is not covered by the salesmen.
6.5.2 RECOMMENDATIONS
It is essential to increase sales visits to medical stores as although the orders are small in quantity a large number of orders make up for this fact.
It is essential to educate the retailers about Zandu’s schemes and incentives as several medical store owners complained that they are not aware of the schemes and promotions.
Also, the fact should be noted that distributors’ sales team will push for the products that have highest margin so it’s essential that the Zandu sales team should visit the retailers and educate the retailers and try to push for Zandu products.
To polish the marketing skills and improve it further, a workshop for sales teams across India can be arranged at say Mumbai or Kolkata in a phased manner. This will not only increase their loyalty towards the company but also help them understand the various products and how to market them effectively.
There is a definite need to include doctor visits and giving them free samples of generic medicines to improve the visibility of the generic line. The 15 day road plan should include doctors’ visits.
It was observed that there is a shortage of salesmen in Ahmedabad as the salary is said to be not enough to attract new blood. Moreover, the rising food prices and fuel expenses have meant that the daily allowances are not enough to meet everyday fuel and food requirements. A detailed study into this and any revisions should be carried out.
Field activities such as using point of sales promotions, BTL marketing, posters, pamphlets should be carried out. Local manufacturers and even Patanjali uses extensive posters and pamphlets to promote their products.
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Gifts to distributors and retailers is also a good idea of encouraging them to increase sales of Zandu medecines.
Booklets explaining the dosage, indications, and symptoms for particular ayurvedic medicines should be made available to the medical stores as they lack knowledge about ayurvedic products.
6.6 GAP ANALYSIS: PACKAGING 6.6.1 FINDINGS & RECOMMENDATIONS
Packaging is one of the most important aspects of any product and there are definitely some things to be learnt in this aspect when it comes to Zandu’s packs.
A typical rack of ayurvedic products in an ayurvedic stores looks like t his:
FIGURE 3: TYPICAL RACK SPACE
It was observed that most of the racks in ayurvedic stores are messy and most products arranged in a random manner.
However, the front desk of the store is a very important display point which can be very well used for promoting the products.
A few retailers suggested that when compared to competitors several tablets medicines come in a pack having lesser tablets than those offered by competitors.
It was also suggested that several churnas and Vati Gutis packs can be made of higher weight than the existing ones.
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The blister packs were also found to be bulky in nature and the verdict was that people preferred bottle packaging to the blister packs.
When it came to medical stores, they also suggested better packing as they made direct comparison with the Himalaya range of medicines.
FIGURE 4: ZANDU'S PACKAGING
FIGURE 5: COMPETITORS’ PACKAGING
The packaging of Zandu products can be made further attractive as it lacks aesthetic appeal unlike other competitors.
The Asavs and Kadhas which are mostly available in glass bottles can be made available in plastic packages which will be advantageous in several aspects as it will save some packaging cost, make the medicine less bulky and easy to carry, breakage loss will be less and thereby saving replacement and breakage costs.
Bulk packs are definitely something that the company should go for given that a lot of people
use medicines throughout the year and also the Vaidyas will be interested in it for dispensing them to their patients.
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6.7 GAP ANALYSIS: PROMOTIONAL ACTIVITIES 6.7.1 FINDINGS & RECOMMENDATIONS
Both Baidyanath and Dabur promote their hit generic products like Dashmoolarishta and Ashokarishta using the print and T.V. media thus they have carved a niche in these products.
Zandu too can target particular product say Sudarshan Ghanvati or Triphala and advertise it using print or TV media. Although advertising generic products will benefit all the players in the market, it should be noted that a constant string of advertisements will make the consumer to ask for Zandu products when they think of those advertised products.
Baba Ramdev’s Patanjali Ayurvedic pharmacy has started expanding its business in
Ahmedabad and several retailers have taken their agency. Patanjali uses a smart way of advertising through pamphlets and banners that list the problems and the corresponding ayurvedic medicine along with the dosage. This is a very good method to attract customers.
As FMCG products are given shelf and POS display, Zandu too can encourage ayurvedic store owners to display its products on their front desk to increase the brand recall.
A crucial observation was found through the surveys that promotional activities do influence the buyers to buy a particular product and hence it is essential to increase such activities in the form of BTL and ATL activities.
Zandu has been found to be associated more with its flagship product Zandu Balm thanks to its tremendous popularity. However, today’s generation do no associate the Zandu Brand with Ayurveda but merely the pain balm.
Hence it is essential to portray Zandu as a complete ayurvedic solution that caters to everyone’s needs in the family. This can only be done through TV campaigns. Dhoni’s Zandu Pancharisht ads are helpful but more informative ads can be used to promote Zandu.
From the surveys it was clear that people associate Himalaya and Dabur more to Ayurveda than Zandu. This perception needs to be changed using promotional activities.
The retailers, especially medical store owners, need to be educated about the schemes and incentives. There should be special offers, gifts on occasions, rewards for achieving sales milestones given to the retailers and distributors. This will go a long way in establishing trust and harmony among the retailers and the company.
Vaidyas and ayurvedic practitioners are the biggest source of promotion and clearly more interaction with them is necessary. Free samples, gift items and special offers can be provided to the doctors so that they can be brand ambassadors of Zandu.
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6.8 WHAT ARE THE COMPETITORS DOING?? 6.8.1 CHARAK CLINIC: A BRILLIANT WAY OF FORWARD INTEGRATION
Charak, one of the major players in the ayurvedic market, began its foray into Ayurveda through a charitable Ayurvedic dispensary situated in the heart of Mumbai city, (India) since the year 1947, recognized as Charak Clinic.
Currently Charak Clinic is present in Delhi, Gujarat and Maharashtra and offers Ayurvedic Panchkarma Centre to treat chronic cases with special Ayurvedic treatment modalities like Vaman (Induced Emesis), Virechan (Induced Purgation), Basti (Herbal Enemata), Shirodhara, Shirobasti, Swedan (Steam bath, local fomentation), Hridbasti, Netra basti, Nasya Nasal insufflation etc.
It has 3 dispensaries in Delhi, 8 clinincs in Gujarat out of which 2 are in Ahmedabad, and 12 Charak Clinics in Maharashtra. The business is also growing through invitations to MD (Ayurveda) doctors to become a franchise.
This is an excellent way to promote own ayurvedic products and also increase the brand awareness among customers. Zandu, in the long run can also attempt to enter into such a model where Zandu Clinics are established.
The Charak Clinic website is also complete with products, suggestions, and information regarding various treatments and advances in the field of Ayurveda. The clinic also offers online appointments and consultation with the doctors. One can also buy products online via the website.
Marico, using its Kaya Clinic model is a similar and a ver y successful model that is comparable to Charak. It is also an example of forward integration.
6.8.2 DABUR: THE ONLINE MARKET
Dabur has launched a website to sell its Dabur Uveda range of products which claim to be skin care expert using Ayurveda. (http://uveda.retailmart.com/ )
The site offers skincare products for sun care, clarifying, Moisturizing, Fairness, skin repair and anti-ageing.
The online retail market is a booming industry and Zandu can definitely benefit from the growing use of social media.
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Emami has a strong infrastructure of website, which can also be seen through the largely improved Zandu website, it can very well use this in building an online Website that caters to both Emami and Zandu products.
6.8.3 BAIDYANATH: STRONG NETWORK OF EXCLUSIVE STORES
Baidyanath the leader in the generic ayurvedic market in India has a strong presence throughout the country due to its own exclusive ayurvedic outlets, a model worth trying.
The biggest advantage of having exclusive outlet is the lean supply chain which eliminates middlemen and thereby increasing the profit margin. A direct consequence of this is passing the benefit to consumers in the form of lesser prices.
A franchise model can be used by Zandu for such exclusive outlets. The Zandu brand name is very famous already and hence can attract several entrepreneurs.
6.8.4 THE GREAT HIMALAYAN THREAT
The Himalaya Drug Company is a serious threat to all of the leading brands of ayurvedic manufacturers due to its modern image and promotion of itself as a Herbal Health care brand since its inception.
From the results of the survey it is clear that today’s generation when asked about Ayurveda think of Himalaya more often than any other brand.
The Himalaya site also has the facility of online shopping along with the information on various drugs, ailments, indications, dosages etc.
The most significant observation is that majority of Himalaya’s products are patented products such as Pilex etc.
The names given to the medicines are self explanatory and the packaging has a tremendous aesthetic value which makes it more attractive and gives a pleasant modern look which most of the other ayurvedic manufacturers lack.
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6.9 CONCLUSION
Ahmedabad, Gujarat remains a huge market for almost all of Zandu’s ayurvedic products and it is closely followed by Baidyanath in the area.
The perception of Zandu among the retailers, consumers as well as the doctors is that of a trusted name and high quality.
Although, in general Zandu is ahead of its competitors in Ahmedabad, it has several gaps that need to be filled. Packaging and Pricing are the most important of these gaps.
It is essential that Zandu should increase its brand awareness and presence in states other than Gujarat and promotional activities are crucial in this regard.
Technology is a major driver in the FMCG market and leaner supply chain is the need of the hour. Technology usage seems to be minimum when it comes to Zandu and hence it is necessary that the company increases its use in its supply chain.
I conclude my report with the hope that it will be helpful to Emami and some of the ideas that are proposed in the report will be tried by Zandu in Ahmedabad region and may help even the other regions. Thank you for this wonderful opportunity.
---------------Thank You-----------------
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7.
BIBLIOGRAPHY
About Us. (n.d.). Retrieved May 29, 2012, from SHREE BAIDYANATH AYURVED BHAWAN:
http://www.baidyanath.com/genesis.php About
Us.
(n.d.).
Retrieved
May
29,
2012,
from
Sandu
Pharmaceuticals:
http://www.sandu.in/aboutus.html Chaudhary, D. S. (n.d.). AYURVEDIC CASE DISCUSSION . Retrieved May 29, 2012, from Ayurveda Consultant: http://www.ayurvedaconsultants.com/caseshow.aspx?ivalue=engoogle3076 Dharmananda, D. S. (2008). A Brief Review of Ayurvedic Concepts. Portland: Institute for Traditional Medicine. Dharmananda, D. S. (2009). THE AYURVEDIC MEDICINE INDUSTRY IN INDIA. Portland: Institute for Traditional Medicine. FAQ.
(n.d.).
Retrieved
May
29,
2012,
from
Department
of
Ayush:
http://indianmedicine.nic.in/faqdet.asp?fid=21&lang=1 MarketView Xenius About Emami. (n.d.). Retrieved May 30, 2012, from MarketView Xenius:
http://www.mvxenius.com/webterminal/Index.aspx MarketView Xenius about Zandu. (n.d.). Retrieved May 30, 2012, from MarketView Xenius:
http://www.mvxenius.com/webterminal/Index.aspx Subrat, N., Iyer, M., & Prasad, R. (2002). The ayurvedic medicine industry:Current status and sustainability. New Delhi: Ecotech Services (India) Private Ltd.
Wikipedia.
(2011,
October). Ayurveda.
Retrieved
May
28,
2012,
from
Wikipedia.org:
http://en.wikipedia.org/wiki/Ayurveda Works, Z. P. (n.d.). History. Retrieved May 28, 2012, from Zandu Pharmaceutical Works Ltd.: http://www.zanduayurveda.com/about-us/history.php
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8.
ANNEXURES “Research is formalized curiosity. It is poking and prying with a purpose.”
- Zora Neale Hurston
8.1 ANNEXURE A: MEDICAL STORES SURVEY Q.1 Name of the Medical Store
Q.2 Address (Area)
Q.3 Type of the Medical Store?
Purely Ayurvedic (1) Ayurvedic + Allopathy (2)
Q.4 Which brands of ayurvedic medicines do you store?
Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Others (Local) (5)
Q.5 How is the response towards ayurvedic medicines when compared to allopathic medicines?
______ Allopathy (1) ______ Ayurveda (2)
Q.6 Which is the most widely sold ayurvedic brand?
Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Other Brand (5)
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Q.7 What are the most common ailments that people come with?
Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
Q.8 When selecting from different brands within Generic medicines, what is your criteria of selection?
Better Margins (1) Better Quality (2) Customer demands (3) Popularity of that brand (4)
Q.9 Do the patients that come in ask for a particular brand or the Doctors recommend a particular brand in this area?
Yes (1) Sometimes (2) No (3)
Q.10 What are your problems with Zandu?
Lower Margin (1) Packing can be improved (2) Replacement policy should be changed (3) Schemes & Incentives can be improved (4) Other Problems (5)
Q.11 Do the sales people visit regularly?
Yes (1) No (2) Sometimes (3)
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Q.12 What are your the problems you face while dispensing ayurvedic medicines in general?
Low knowledge on ayurvedic products (1) Low Margins (2) Consumer is not aware of ayurvedic medicines (3) Other Problems (4)
Q.13 Personal Comments
8.2 ANNEXURE B: AYURVEDIC STORES SURVEY
Q.1 Name of the Ayurvedic Store
Q.2 Address (Area)
Q.3 Type of the Medical Store?
Purely Ayurvedic (1) Ayurvedic + Allopathy (2)
Q.4 Which brands of ayurvedic medicines do you store?
Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Others (Local) (5)
Q.5 Which is the most widely sold ayurvedic brand?
Zandu (1) Sandu (2) Dabur (3) Baidyanath (4) Other Brand (5)
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Q.6 Which are the most common ailments which people come with?
Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
Q.7 Do the patients that come in ask for a particular brand or the Doctors recommend a particular brand in this area?
Yes (1) Sometimes (2) No (3)
Q.8 What are your problems with Zandu?
Lower Margin (1) Packing can be improved (2) Replacement policy should be changed (3) Schemes & Incentives can be improved (4) Other Problems (5)
Q.9 Do the sales people visit regularly?
Yes (1) No (2) Sometimes (3)
Q.10 Personal Comments
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8.3 ANNEXURE C: AYURVEDIC DOCTORS SURVEY Q.1 Name of the Doctor?
Q.2 Area of Clinic in Ahmedabad?
Q.3 What are the most common ailments that people come with?
Stomach Related Ailments (Acidity, Constipation etc.) (1) Rheumatic Ailments (Bone Problems) (2) Blood Pressure (3) Diabetes (4) Gynecological Problems (5) Piles (6) Stones (7) Breathing Problems (8) Cold, fever and sore throat (9) Beauty Related ailments (10) Other ailments (11)
Q.4 How do you mostly dispense medicines?
Self Dispensing (1) Prescribing from Stores (2)
Q.5 What kind of medicines do you prescribe to be bought from medical stores?
Ethical Medicines (1) Costly Medicines (2) Generic Medicines (3)
Q.6 If Zandu introduces generic medicines in packs of 1-2Kg will you be willing to buy?
Yes (1) Maybe (2) No (3)
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8.4 ANNEXURE D: PERCEPTION TOWARDS AYURVEDA SURVEY
Q.1 Your Name?
Q.2 Your Age?
Q.3 Your Gender?
Male (1) Female (2)
Q.4 Which of the following best describes your attitude towards Ayurveda?
I am not aware of Ayurveda (1) I am aware of Ayurveda but I don’t use it (2) I am aware of Ayurveda and I use it frequently (3) I am aware of Ayurveda and I use it occasionally (4)
Q.5 Have you ever tried any Ayurveda treatment so far?
Yes (1) No (2)
Q.6 If yes how was the treatment?
Effective (1) Effective but took a long time (2) Ineffective (3) I have not tried any ayurvedic medicines so far (4)
Q.7 What can be the possible reasons due to which you opt/will opt for an ayurvedic treatment? (You can choose multiple options)
No Side effects (1) Economical (2) Completely cures the ailment (3) Other Reason (4)
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Q.8 What can be the possible reasons due to which you DO NOT opt / will NOT opt for an ayurvedic treatment? (You can choose multiple options)
Not scientific (1) Slow effect (2) Allopathic medicines are more researched (3) Don’t trust alternative medicine (4)
Q.9 According to you which system of medicines is more effective?
Allopathic (1) Ayurvedic (2) Homeopathy (3) Can’t say (4)
Q.10 Which system will you prefer, in case of a medical emergency like kidney stones?
Allopathic (1) Ayurvedic (2) Homeopathy (3)
Q.11 Which system will you prefer, in case of the following cosmetic problems? Allopathic (1)
Ayurvedic (2)
Homeopathy (3)
Hair fall (1)
Pimples (2)
Hair oils (3)
Face wash (4)
Q.12 Which system will you prefer, in case of the following Diseases? Allopathic (1)
Ayurvedic (2)
Homeopathy (3)
Diabetes (1)
Obesity (2)
Cancer (3)
Malaria (4)
Jaundice (5)
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