RESEARCH DESIGNfor

Zandu Ayurveda’s Social Media Presence

PROBLEM DEFINITION• Impact of the Zandu Ayurveda’s social media presence on its target

audience.

• Are social media users getting the desired message / engagement / information / insights which the company wants them to know?

• What kind of language/ posts/ tweets/ activities would the consumers

prefer for an Ayurvedic brand?

• What will be your opinion/ suggestion about the social media presence which can be very helpful to the Zandu brand and to any other company thinking about being a part of it or interacting with it?

Zandu’s fb presence

Seek consumer feedback

OBJECTIVE• The main objective of the study is to find out the users reaction towards

the Zandu Ayurveda (Brands) current approach on social media platforms.

• The detailed objective is to find out whether the social media presence on networking sites has achieved its objective to the users by increasing sales, purchasing and of understanding of the brand through the social presence.

TYPE OF RESEARCHSTEP 1• Exploratory research is the first step because the researchers are to

identify the areas and the reasons for the consumer’s behavior.

• We conducted this research using personal interviews with a select audience to gauge their awareness and about Ayurveda and the presence of Ayurvedic brands on social networking sites.

STEP 2• For a better in-depth understanding of the research objectives, a

descriptive research is required• This research is going to gauge the reaction of the users towards Zandu

brand’s social media presence on networking sites and what are the reasons affecting their reactions.

• Research tools - Questionnaire

TYPE OF RESEARCH contd..

STEP 3

• We will also use ethnographic research to find out the social media culture & its effectiveness on brands, it can be clubbed with behavioral data research to find out how many users visit the brands social networking sites & are interacting till what time & looking for what sort of information.

TYPE OF RESEARCH contd..

LOCATION • The research is to be carried out in Mumbai and its suburbs.

TARGET GROUP • The research will be conducted in different parts of Mumbai where the

target group will be from the age group of male/females > 20.• The most commonly target group will be the online active users and

doctors using the brands product • We also need to identify who all in others are online viewers for these

products.

SAMPLE SIZE

• The number of respondents will be 225. The respondents will be working non – working people from different age groups, economic classes and areas of the city.

TYPE OF SURVEY • The type of the survey that will be conducted will be face to face for a

better understanding. Also more importantly online surveys/questionnaires will be provided to get an initial understanding of the consumer’s preferences for medicinal and especially Ayurvedic information that he/she obtains from social media.

QUESTIONNAIRE FORMULATION • A questionnaire has been prepared by the researcher in order to carry out

the survey.

INTERVIEW BRIEF

• The interviewers will be given instructions which will be carried out by them while doing the field work, the same will also be written in online surveys. The interviewers will have to be polite with the respondents and stick to the sample size that is required.

About Emami• Emami Ltd, the flagship company of the Rs 5000 crore Emami Group, is a

leading player in thepersonal and healthcare consumer products industry in India.

• A jewel in the crown of the conglomerate, the company is a coveted Rs 700 crore business entity engaged in manufacture and marketing of health, beauty and personal care products that are based entirely on ayurvedic formulation.

• Emami, acquired Zandu Pharmaceuticals Works Ltd, from the Parikh family, keeping in mind the huge synergy between the Emami and Zandu brands in various categories. Zandu is a strong player in the balm, Ayurvedic OTC and classical range.

Latest Highlights

• Domestic sales have grown 40% in 2012-13• Raw material cost comprise 18% of total cost.– Prices of menthol expected to reduce.

• Margins have improved 30-35% in last quarter.• Company strategy to promote core brands like

Boroplus & Zandu

CONCLUSION• We conclude that a lot of respondents did notice the brand on networking

sites in which some were unaided recall and some were aided recall. • Although some don’t distinctly remember the brand presence on social

networking sites but have seen it in the past on traditional mediums.

Thank youNeha Kumar A029Rashi Kapur A039Sonal Rajadhayax A050Tarannoom Rahmani A053Yuvraj Tandon A059