PREFACE

The student of M.B.A. 1st Sem. (1st batch) has to

undergo project Report as a part of their academic

Course. The “MARKETING STRATEGY OF AYUR

HERBAL” is a part of this project. The main purpose

of undergoing such a searching is to know the

Marketing Strategy of Ayur Herbal.

This report is preferred as the “MARKETING

STRATEGY OF AYUR HERBAL”. The searching

was conduct of the Ayur website. This report

presents the introduction of management profile of

Ayur HERBAL along with data analysis, interpretation,

limitation, suggestion and conclusion. The field

searching was conduct with help of questionnaire,

personal information of Ayur HERBAL through the

Internet.

The main purpose of this searching is to

determine the facilities of the Ayur HERBAL in India

& all over world.

DECLARATION BY THEDECLARATION BY THE CANDIDATECANDIDATE

Date………….

I declare that the Project report titled

“MARKETING STRATEGY OF AYUR HERBAL” is

my own work conducted under the Supervision of

Mr. Chetanya Kaushik Lecturer, Department of

Business Management, Swami Vivekanand Institute

of Technology affiliated by Dr. Hari Singh Gour

University Sagar.

To the best of my knowledge the report does not

my work, which has been submitted for the award of

any degree, anywhere.

Signature of Candidate

Name: Naveen Patel

Sem. : First Semester

Batch : 1st

ACKNOWLEDGEMENT

I would like to pay my sincere thank to Dr.

Pramesh Gautam Head of Department, S.V.N.I.T.,

Sagar for providing me with the opportunity of doing

the project Report. This report is based on

“MARKETING STRATEGY OF AYUR HERBAL”,

which I will an asset through out may life.

I pay my heartiest thanks to my project guide

Mrs. Jyoti Pandey, Mr. Manish Shrivastava,

Miss. Stuti Nigam & Mr. Chetanya Kaushik,

Lecturer whom I always found supporting me at

times when I was in trouble. He is very supporting

and helping, without his I would not have been

completed my project report successfully.

At last I would like to thank all staff members of

my department, parents and friends for this kind

support and suggestions.

C E R T I F I C A T EDATE…………DATE…………

The period report title “MARKETING STRATEGY OF AYUR

HERBAL” prepared by NAVEEN PATEL under the guidance and supervision

of MR. CHETANYA KAUSHIK, Lecturer of S.V.N.I.T. Sagar for the partial

fulfillment of the degree of Master of Business Administration, is satisfactory in

respect of:

Comment by:Comment by: Supervisor:Supervisor: Head of the DepartmentHead of the Department Examiner:Examiner:

1. Contents and 1. Contents and

presentation of presentation of

subject matter.subject matter.

2. Language2. Language

3. Embodies the 3. Embodies the

original work of original work of

the candidatethe candidate

4. Submission 4. Submission

within due datewithin due date

Signature of Supervisor Signature of Head of the Department

Signature of Examiner

INTRODUCTION

Ayur is in Herbal Cosmetics business since 1985 and since its

inception it has been a reflection of customer requirements.

With an objective to become one roof solution for all beauty

and cosmetic problems, Ayur provides a wide range of

beauty cosmetics strictly prepared with herbal components

so that you look great without bothering about any ill-effects

on your skin and hair.

Ayur ensures, always, that the consumer gets his value for

money and this is the most prominent reason behind Ayur’s

successful establishment in domestic market and increasing

impact in other countries. According to Mr. Dilvinder Singh

Narang, the MD.

HISTORY

History of the company spells the triumph of burning desire,

courage to face the entire hardihood en route turning

dreams into a reality and a lot of spadework, of course. At

this time, Ayur has more than 55 variants in Hair, Skin &

Face Care Products. But it all started with a single product-

Hair Removing Wax. 1985 was the year when Ayur wore an

identity of a company with a promise to enhance the beauty

of Indian women and then, women across the world. Avid

success of this single product fuelled this company to

introduce Herbal Hair & Skin Care Products in the market.

Very soon these products became ‘the first choice’ amongst

women seeking for genuine beauty products in the horde of

chemical based beauty enhancing products.

PEOPLE

Ayur’s success story has been scripted by three ambitious

brothers with exceptional expertise.

The eldest brother, S.Raminder Singh Narang, is the

Chairman of M/s Three-N-Products Pvt. Ltd. His expertise and

dexterity has made Ayur a leading brand, to a great extent.

The youngest brother, S.Manminder Singh, is the Managing

Director of M/s Three-N-Products Pvt. Ltd. He may miss the

ball while playing lawn tennis but he make sure not to miss a

ball in business.

The dynamic second brother, S.Dilvinder Singh, is the M.D. of

R.D.M.Traders Pvt.Ltd. His far-sightedness, perseverance &

spadework have helped the Company to achieve

phenomenal success in such a short span of time.

R & DOur research & development domain makes it sure to offer

the quality products, no matter how much pain they go

through for this, and they have no complaints for this. Ayur’s

independent R&D center is divided into different sections to

test, receive and inform. Ayur is well-equipped with foreign

advanced equipments to result in most efficient and quality

products.

The R&D sphere consists of ample experience and strong

ability of scientific research, always giving ways to new

formulas and making imitations according to clients’

requirements, controlling and improving manufacturing

technological process. Ayur’s R&D keeps close scientific

research assistance with the expert dealing with chemistry

and medicine.

PRODUCTS

HAIR OIL

BRAHMI AMLA HAIR OIL

(50ml, 100ml, 200ml)

The active ingredients of this hair oil,

stimulate hair growth, supply vitamin C and

give a cooling effect to scalp.

SOYA PROTEIN SHAMPOO

(100ml, 200ml, 500ml, 1000ml)

Soya provides all the essential proteins

required by thin and delicate hair. It

enriches the scalp to get thick and dense

hair & brings luster, bounce and provides a

protective layer.

PH BALANCE ANTI DANDRUFF SHAMPOO

(50ml,100ml, 200ml)

Relieves the scalp of flaky build-up while

restoring its pH balance. It cleanses

thoroughly but gently and is safe enough for

daily use, maintaining shine and

manageability.

PH BALANCE LEAVE ON CONDITIONER

(50ml,100ml, 200ml)

instantly moisturises hair with rich formula

that locks moisture and activates nutrients

to revitalise each hair follicle without

weighing hair down. It works in four different

ways-Detangles, Gives Extra Sheen, Protects

from UV Rays and prevent greying.

NATURAL HAIR WASH WITH AMLA AND SHIKAKAI

(100gm & 200gm)

A combination of known revitalizing herbs,

that rejuvenate the scalp, stimulate hair

follicle and hence enhance lustrous hair

growth.

SKIN CARE

SUNSCREEN LOTIONSPF -30

(50ml,100ml, 200ml)

Exposure to sun can lead to serious

sunburns, wrinkles and pigmentation. Thus,

this lotion is ultra effective if used liberally

before stepping out in the Sun as it prevents

sunburns, keeping skin soft and smooth too.

HERBAL MASSAGE CREAMWITH ALOE VERA

(80ml, 200ml, 500ml)

Since ages, Aloe-Vera is known for its

medicinal properties. It rejuvenates the skin

with its moisturizing properties. It

counteracts premature age factors,

dehydration and cracking of skin. Aloe Vera

provides soft, smooth and supple skin

forever.

PETROLEUM JELLY

(25ml, 50ml)

Prevents excess dryness of skin. Olive oil

forms an occlusive layer, hence saves loss of

moisture from the skin. Vitamin E is the

most essential vitamin, required for healthy

and glowing skin. This vitamin formula works

wonders on chapped skin, cracked heels,

and ankles.

BODY CARE

TULSI NEEM SOAP

(75gm & 125gm)

Active extracts of Tulsi (anti

bacterial), neem (anti-septic) and

Multani mitti (coolant), imparts a

beautiful, spotless and supple

skin.

SILKY INSTANT  BLEACH

(20gm, 70gm, 250gm)

Improves complexion by softening

hair and making them to blend to

the skin tone. It can be used for

dual purpose, for both, body and

facial hair. It has no adverse

reaction. Herbal extract of rose

gives a toning effect to skin, and

hence makes it soft and supple.

HEALTH CARE

AMRIL ARJUN GLASS

Controls blood pressure. Reduces cholesterol to

some extent and purifies blood.

DIA SLIM TUMBLER

A perfect solution for slim look. Presence of

Vijaysar, a natural ayurvedic herb, controls

diabetes & sugar and also burns fat.

MARKETING STRATEGIES

This is grossly inadequate to cover the huge potential for

different products in rural markets. Of course, clients'

reluctance to spend big money for bigger results in rural

markets is because there are no standard performance

yardsticks for judging the efficacy of the rural marketing

efforts.

The TRPs and NRS/IRS data help you determine the efficacy

of TV and press marketing.  But there is no study to tell you

what is the ideal cost per contact or what is the ideal number

of eyeballs or footfalls for different rural activities.

But only consider the huge successes of some regional

brands, especially in the FMCG sector, which are giving the

multinationals a run for their money.

Companies like Cavin Kare (Chik Shampoo, Meera Herbal

Powder, Fairever Cream and so on), Anchor (100 per cent

vegetarian toothpaste), Ghadi detergent powder and Power

soap are proof that regional brands can become brands to

reckon with. And don't forget Nirma, the most enduring

example of a brand that began as a regional player and is

now a giant.

According to estimates by the Rural Marketing Agencies

Association of India, the total budget for rural marketing is

only about Rs 500 crore (Rs 5 billion), compared to the over

Rs 13,000 crore (Rs 130 billion) allotted to mass media.

Their communication, be it a simple radio spot or a wall

painting or a theatre film, touched a chord in the target

audience. And, most importantly, their policies were flexible

and they could adopt to fast changing marketing situations.

What should companies do to step up their payback from

rural marketing efforts? Here are some steps that should

help.

People power

Total commitment from top leadership, keeping in mind that

rural marketing is a long-term relationship, is imperative -

the successes of Hindustan Lever [ Get Quote ] and ITC are

proof of this statement. But even more important is the need

for a dedicated task force.

Rural marketing efforts need special mindsets, which many

of the urban-oriented management graduates who are at the

helm of affairs at most organisations do not possess.

A separate marketing and sales vertical headed by people

with passion and commitment to rural marketing and

supported by a field team that can face the rough and tough

of the vast country-side with courage and conviction is a

must.

Ensure the consistency of the team involved in any project,

until the completion of a specific task. Recently, we were

involved with two big clients. In both cases, the teams that

briefed us in the initial stages and participated

enthusiastically in the campaign, were shifted out midway, in

keeping with their companies' policy of shifting and

promoting people.

The teams that succeeded felt no ownership of the

campaigns they had not initiated. What started as a great

rural marketing initiative has been relegated to the dustbin...

the fate of many rural marketing initiatives in the country.

Goals are good

Early on in the campaign, define your objective: is it a

tactical effort to achieve increased sales in specific areas

during a specific time, or do you want to build a strong

equity for your brand in rural India?

Our experience with FMCG companies is that they are more

interested in the first choice. Most of them have previously

appointed vendors who implement the company's ideas

blindly, be they van campaigns or below-the-line activities.

Know your customers

A good place to begin is studying the mindset of your

customers, so you can create a customised plan of action. All

too often, clients insist their knowledge of their customers

(based on studies of urban India) is enough on which to base

an action plan. Our experience shows that the attitudes,

aspirations and fears of rural customers, with regard to

products and brands, is very different from their urban

counterparts.

More and more companies turn to the local haats to sell their

products. While haats offer opportunities to target

consumers from several villages at one place, and to that

extent make your effort cost-effective, ensure that the

people who patronise these haats are the kind who will buy

your brand.

For instance, we recently conducted a survey among some

haats in Tamil Nadu, with some interesting results. The haats

were popular with the poorest agricultural labourers who

consciously buy the duplicate, spurious products that are

sold in these bazaars, since they can't afford the real thing.

It is estimated that FMCG companies lost more than Rs

10,000 crore (Rs 100 billion) to spurious products, mostly

sold through such local haats and bazaars.

Ensure availability

Most anecdotes about rural marketing centre on the

distribution aspect - the humongous task of physically

reaching your product to over 600,000 villages, most of

them without motorable roads. But it's not really as

nightmarish as it is made out to be, at least keeping in mind

the present goals of marketing companies in rural India.

We've all heard about the shampoo sachets that are

available in even the smallest villages. How does that

happen? It's a direct result of rising aspirations, fuelled by

television commercials. The consumer demands the product

from the local shopkeeper, who then buys the products from

the nearest feeder markets. Which means if you can ensure

distribution to the feeder markets in towns or villages with

populations of 10-15,000, you've already taken the first step

towards reaching your target customer.

Studies also indicate that rural consumers prefer to shop for

durables such as televisions, automobiles and appliances in

the nearest big town or city. So, if your products are in towns

with populations of 50,000, you're closer to the rural

consumer than you would have thought.

CONSUMER BEHAVIOUR

Introduction

The study of consumers helps firms and organizations

improve their marketing strategies by understanding issues

such as how

The psychology of how consumers think, feel, reason,

and select between different alternatives (e.g., brands,

products);

The psychology of how the consumer is influenced by

his or her environment (e.g., culture, family, signs,

media);

The behavior of consumers while shopping or making

other marketing decisions;

Limitations in consumer knowledge or information

processing abilities influence decisions and marketing

outcome; 

How consumer motivation and decision strategies differ

between products that differ in their level of importance

or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing

campaigns and marketing strategies to more effectively

reach the consumer.

There are four main applications of consumer behavior:

The most obvious is for marketing strategy—i.e., for

making better marketing campaigns. For example, by

understanding that consumers are more receptive to

food advertising when they are hungry, we learn to

schedule snack advertisements late in the afternoon.

By understanding that new products are usually initially

adopted by a few consumers and only spread later, and

then only gradually, to the rest of the population, we

learn that (1) companies that introduce new products

must be well financed so that they can stay afloat until

their products become a commercial success and (2) it

is important to please initial customers, since they will

in turn influence many subsequent customers’ brand

choices.

A second application is public policy. In the 1980s,

Accutane, a near miracle cure for acne, was introduced.

Unfortunately, Accutane resulted in severe birth defects

if taken by pregnant women. Although physicians were

instructed to warn their female patients of this, a

number still became pregnant while taking the drug. To

get consumers’ attention, the Federal Drug

Administration (FDA) took the step of requiring that

very graphic pictures of deformed babies be shown on

the medicine containers.

Social marketing involves getting ideas across to

consumers rather than selling something. Marty

Fishbein, a marketing professor, went on sabbatical to

work for the Centers for Disease Control trying to

reduce the incidence of transmission of diseases

through illegal drug use. The best solution, obviously,

would be if we could get illegal drug users to stop. This,

however, was deemed to be infeasible. It was also

determined that the practice of sharing needles was too

ingrained in the drug culture to be stopped. As a result,

using knowledge of consumer attitudes, Dr. Fishbein

created a campaign that encouraged the cleaning of

needles in bleach before sharing them, a goal that was

believed to be more realistic.

As a final benefit, studying consumer behavior should

make us better consumers. Common sense suggests,

for example, that if you buy a 64 liquid ounce bottle of

laundry detergent, you should pay less per ounce than

if you bought two 32 ounce bottles. In practice,

however, you often pay a size premium by buying the

larger quantity. In other words, in this case, knowing

this fact will sensitize you to the need to check the unit

cost labels to determine if you are really getting a

bargain.

Consumer Research Methods

Market research is often needed to ensure that we

produce what customers really want and not what we think

they want.

Primary vs. secondary research methods.  There are

two main approaches to marketing.  Secondary  research

involves using information that others have already put

together.  For example, if you are thinking about starting a

business making clothes for tall people, you don’t need to

question people about how tall they are to find out how

many tall people exist—that information has already been

published by the U.S. Government.  Primary research, in

contrast, is research that you design and conduct yourself. 

For example, you may need to find out whether consumers

would prefer that your soft drinks be sweater or tarter.

Research will often help us reduce risks associated with a

new product, but it cannot take the risk away entirely.  It is

also important to ascertain whether the research has been

complete.  For example, Coca Cola did a great deal of

research prior to releasing the New Coke, and consumers

seemed to prefer the taste.  However, consumers were not

prepared to have this drink replace traditional Coke.

It is now possible to assess the relative impact of a number

of factors on the consumer’s choice—e.g.,

What brand in a given product category was bought

during the last, or a series of past, purchase occasions;

Whether, and if so, how many times a consumer has

seen an ad for the brand in question or a competing

one;

Whether the target brand (and/or a competing one) is

on sale during the store visit;

Whether any brand had preferential display space;

The impact of income and/or family size on purchase

patterns; and

Whether a coupon was used for the purchase and, if so,

its value.

Black box model

ENVIRONMENTAL FACTORS

BUYER'S BLACK BOX

BUYER'S RESPONSE

Marketing Stimuli

Environmental Stimuli

Buyer Characteristics

Decision Process

ProductPricePlacePromotion

EconomicTechnologicalPoliticalCulturalDemographicNatural

AttitudesMotivationPerceptionsPersonalityLifestyleKnowledge

Problem recognitionInformation searchAlternative evaluationPurchase decisionPost-purchase behaviour

Product choiceBrand choiceDealer choicePurchase timingPurchase amount

Four Ps of Marketing - Product, Price, Promotion, PlacementThe Four Ps Of Marketing

Marketing has traditionally been segmented into four

separate areas called the Four Ps of Marketing. The 4 Ps of

marketing are product, price, promotion, and placement:

A formal approach to this customer-focused marketing is

known as SIVA (Solution, Information, Value, Access). This system is basically the four Ps

renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric

version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of

marketing management.

Product → Solution

Promotion → Information

Price → Value

Placement → Access

1. Product: Product marketing deals with the

consumer's needs and wants and how product

specifications can satisfy those needs and wants.

Product marketing can deal with a whole array of issues

such as product size, color, and look and feel of the

packaging. Often, first impressions are important,

especially if you are marketing a product that sells on

store shelves. You would want your product to stand

out or for the consumer to want to choose your product

over the others on the shelf.

2. Price: Price deals with supply and demand, or how

much a consumer is willing to pay for a product or

service. It also includes decisions on discounts and

special offers. Pricing is not as simple as it might seem.

In some situations, a lower price will not necessarily

mean that more will be sold as the price level could

also influence the perceived quality of a product. For

example, affluent consumers may expect a premium

product to cost more and, so, may not purchase it if the

price is cheap. Pricing often affects the consumer's

perception of the attractiveness of a product.

3. Promotion: Promotion deals with the actual selling,

advertising, or publicity of the product; it entails your

communications with your customers and trying to

convince or persuade them to purchase your products

or services. This could be done through such things as

television commercials, magazine ads, direct mailings

to residences or businesses, and billboards.

4. Placement: Placement has to do with the availability

of your product. You want your product to be visible at

the precise moment that a consumer is willing to

purchase such a product, be it through an actual need

or an impulse buy. Products can reach the consumer

through multiple ways, including through retail outlets

or mail order. Not every consumer shops the same way

and product placement is the art of getting the product

to the right consumer at the right time.

OBJECTIVE OF THE STUDY

Every human effort should have pre-determined objective. I conducted my

survey of “MARKETING STRATEGY OF AYUR HERBAL” with the

following objectives: -

To make people aware about the organization and services of the

organization.

Internet search.

To know the various competitors of other Cosmatics group..

RESEARCH METHODOLOGY

IntroductionResearch Methodology is a way to systematically solve the research

problem. Research in commonplace refers to a search of knowledge. Research is

an original contribution to the existing state of knowledge making for its

advancement. The role of research in several fields of applied economics whether

related to business or economy as a whole has greatly increased in modern times.

Firstly we should know what is a research methodology. Every project

repeat conducted scientifically had specified framework for controlling data

collection. This framework is collect research design accurately and economically.

There are generally two types of research design: -

1. Exploratory

2. Conclusively Research.

These types of research design used in this project are exploratory. Exploratory

research is that in which new relationship, are discovered, and looking to the

objective of the research that is finding out the most dominant attribute and

also the market leader in respect to brand vs price.

LIMITATION OF THE STUDY

I have learned lot of things during my project but there was some

limitations.

The limitations are: -

Limitation of project time, which prevented me to get in depth

knowledge of the AYUR HERBAL.

My workings are limited so that I can only about the training &

placement opportunities in AYUR HERBAL.

Language is also one of the barriers.

SWOT ANALYSIS

STRENGTH:

Ayur Cosmetic Background

Ayur HERBALs Features

1. Ayurvedic.

2. Health care products

3. Skin Care products.

4. Products launch worldwide.

WEAKNESS:

Dependence only high profile personality.

OPPORTUNITY:

Opportunity for MBA’s in Front Office.

THREATS

COMPETITON

ECONOMICS POLICIES.

FINDING

Consumers prefer Ayur HERBAL because of Availability and Price.

Advertisement and Promotion Schemes also increases the sales

of this product.

30% says that price of Ayur HERBAL is medium, 15% says that it

is low where as 5% says that it is high.

46% says that most effective advertisement is through T.V. and

24% says that News Paper and 20% says that Hoardings and

posters and 10% says through free sampling.

SUGGESTIONSMostly people have said that it is the best but they have also

offered suggestion to the company producing Ayur HERBAL.

More emphasis should be given on research development

program.

20-30% said that improvement should be made in promotional,

techniques.

New techniques of packing should be implemented.

The company should come up with some more advertising plans.

The company should also thing and implements some public

relation programs.

Bibliography

Kothari, C.R. : research methodology, Methods and

Technology, Wishwa Prakashan, New Delhi.

Kolter, Philips d (2000), Marketing Management,

Prentice – Hall of India Pvt. Ltd. New Delhi.

Sharma D.D. : Marketing research Principles,

Application and cases , Sultranchand and Sons New

Delhi.

WEBSITES:

www.google.com

www.ayur.com

DATA ANALYSIS & INTERPRETATION

Brand Name 40%

Price 35%

Advertisement 20%

Others 5%

NEWS PAPER 20%

TELEVISION 55%

MAGZINES 10%

HOARDINGS 15%

EXCELLENT 40%

GOOD 35%

AVERAGE 15%

POOR 10%