““Marketing Strategy of Marketing Strategy of Ayurvedic Products”Ayurvedic Products”

Presented By-

Gyandeep

OBJECTIVE OF THE STUDYOBJECTIVE OF THE STUDY

To study about the marketing strategy of To study about the marketing strategy of Maharishi Ayurveda Maharishi Ayurveda in Domestic and Global marketsin Domestic and Global markets..

To study about procedures and functions used in making and To study about procedures and functions used in making and preparation of export and import procedure this is need of preparation of export and import procedure this is need of quotations/bills and invoices.quotations/bills and invoices.

To study about how to hunt for customers and sales as well as To study about how to hunt for customers and sales as well as understanding the customer support functions.understanding the customer support functions.

To study and analyse the yearly turnover of the company. To study and analyse the yearly turnover of the company.

Introduction To Maharishi Introduction To Maharishi AyurvedaAyurveda

Maharishi Ayurveda Products Pvt. Ltd.came into Maharishi Ayurveda Products Pvt. Ltd.came into existence over 50 years ago .existence over 50 years ago .

The founder of m.a.p.l was Maharishi Mahesh The founder of m.a.p.l was Maharishi Mahesh YogiYogi

In India Maharishi organization is engaged in In India Maharishi organization is engaged in

multifarious activities including education, multifarious activities including education, health, technology development and social health, technology development and social welfare. welfare.

Cont…Cont… Today Maharishi Ayurveda Today Maharishi Ayurveda

Products, covering more than 900 Products, covering more than 900 formulations, are exported to more formulations, are exported to more than 40 countries .than 40 countries .

These countries include USA, UK, Canada, Italy, Holland, Switzerland, Ireland, Norway, Turkey, Japan, Australia, New Zealand, Philippines, South Africa, etc.

Cont..Cont..

Maharishi Ayurveda Products Company is the pioneer Ayurveda Company to have obtained ISO–9001-2000, HACCP, National GMP, WHO-GMP and GLP (ISO/IEC 17025-1999) Certifications in recognition of it’s production and quality standards achieved through strict application of Quality

Management Systems .

Products Products

Personal care products:Personal care products: This includes Soaps, Tooth Pastes, Shaving Cream, Skin This includes Soaps, Tooth Pastes, Shaving Cream, Skin

Creams, Lip Balms, Shampoos, Hair Oils, and Body Creams, Lip Balms, Shampoos, Hair Oils, and Body Massage OilsMassage Oils..

OTC Categories:OTC Categories:This would include Digestives, Cough Syrups & Lozenges, This would include Digestives, Cough Syrups & Lozenges,

Analgesics, Antiseptic and Acne Creams, Antacids, etc.Analgesics, Antiseptic and Acne Creams, Antacids, etc.

Beverages:Beverages:Packaged Teas, Milk Beverages, Squashes, Cordials and Packaged Teas, Milk Beverages, Squashes, Cordials and

Syrups.Syrups.

MAPPL since it’s start of Maharishi Ayurveda programs in India, MAPPL since it’s start of Maharishi Ayurveda programs in India, has been marketing MA Products through the prescription has been marketing MA Products through the prescription channel. channel.

For this the company has created it’s Sales structure for managing For this the company has created it’s Sales structure for managing product prescriptions from the Doctors / Vaidyas through the product prescriptions from the Doctors / Vaidyas through the company Marketing Representatives (MRs), and supplying company Marketing Representatives (MRs), and supplying products through the Distributors to the chemists stores.products through the Distributors to the chemists stores.

for enhancing it’s turnover in the Indian Ayurveda for enhancing it’s turnover in the Indian Ayurveda industry. Additionally, the company has also decided to industry. Additionally, the company has also decided to enter the Organized Marketing Sector which is now poised enter the Organized Marketing Sector which is now poised to bring about a revolution in the Retail Market sector.to bring about a revolution in the Retail Market sector.

Entering into Organized Marketing Sector which is presently being Entering into Organized Marketing Sector which is presently being introduced to the Indian Market as it is poised to provide next introduced to the Indian Market as it is poised to provide next major growth to Indian FMCG Markets major growth to Indian FMCG Markets

Personal Care Products:-Personal Care Products:-

Product CategoriesProduct Categories 2007-08 2007-08

Sales in corersSales in corers2008-092008-09

Sales in corersSales in corers% Change % Change

Toilet Soaps Toilet Soaps 46354635 48494849 5.05.0

Liquid Soap Liquid Soap 1818 3333 83.083.0

Tooth Paste Tooth Paste 18961896 19501950 3.03.0

Shaving Cream Shaving Cream 135135 142142 6.06.0

Skin Cream Skin Cream 15621562 16881688 8.08.0

Lip BalmLip Balm 77 99 28.028.0

Shampoos Shampoos 11411141 12651265 11.011.0

Hair Oil Hair Oil 19851985 21652165 9.09.0

Body Massage Oils Body Massage Oils 125125 143143 14.014.0

TOTALTOTAL 1150411504 1224412244 6.46.4

OTC Categories:-OTC Categories:-

Product Categories Product Categories 2007-082007-08

Sales in rs Sales in rs CroresCrores 2008-092008-09

Sales in rs Sales in rs CroresCrores% Change % Change

ChyavanprashChyavanprash 173173 174174 0.60.6

DigestivesDigestives 182182 226226 24.024.0

Cough LozengesCough Lozenges 191191 208208 9.09.0

Analgesic, ColdAnalgesic, Cold 287287 335335 17.017.0

RubefacientRubefacient 498498 511511 3.03.0

Antiseptic CreamsAntiseptic Creams 360360 352352 -2.0-2.0

Acne CreamsAcne Creams 221221 219219 -1.0-1.0

AntiacidsAntiacids 377377 418418 11.011.0

TOTALTOTAL 228228 924924 436.7436.7

Food & Beverages: -Food & Beverages: -

Product CategoriesProduct Categories 2007-082007-08

Sales in rs Sales in rs CroresCrores2008-092008-09

Sales in rs Sales in rs CroresCrores%Change%Change

Packaged TeaPackaged Tea 31373137 31363136 --

Milk BeveragesMilk Beverages 11621162 12551255 8.08.0

Squash /Cordial/SyrupsSquash /Cordial/Syrups 211211 212212 --

TOTALTOTAL 45104510 46034603 2.02.0

The Global Herbal Market (Herbs, food Supplements, essential oils and pharmaceuticals) has grown from 62 Billion $ in 2007, to 80 Billion $ in 2009.

WHO Projections indicate that this would reach 5.0 Trillion $ by 2050.

USA :USA : Increased from 30% to 42%, expected to reach 60%.

France :France : 49% people use Complementary Medicines.

AustraliaAustralia : 60% of population uses alternative Medicines.

Belgium :Belgium : 40% population uses alternative Medicines.

England:England: 90% people use Complementary Medicines and there 90% people use Complementary Medicines and there are 8000 non-allopathic practitioners. are 8000 non-allopathic practitioners.

GLOBAL HERBAL MARKETS - GLOBAL HERBAL MARKETS -

PRODUCT MIXPRODUCT MIX

CATEGORYCATEGORY

GLOBAL MARKET GLOBAL MARKET Billion US $Billion US $

PercentagePercentage

SELF-MEDICATION (OTC)SELF-MEDICATION (OTC) 12.012.0 15.015.0

FOOD SUPPLEMENTSFOOD SUPPLEMENTS 48.048.0 60.060.0

MEDICINESMEDICINES 5.05.0 6.36.3

PERSONAL CAREPERSONAL CARE 5.05.0 6.36.3

COSMETICSCOSMETICS 10.010.0 12.512.5

TOTALTOTAL 80.080.0 100.0100.0

EXPORT MARKETSEXPORT MARKETS

MAPPL’S EXPORT Markets so far have depended on the efforts of MAPPL’S EXPORT Markets so far have depended on the efforts of it’s Country Distributors, where the relationship between them and it’s Country Distributors, where the relationship between them and the company has largely evolved to be that of SUPPLIER-BUYER. the company has largely evolved to be that of SUPPLIER-BUYER.

The reason behind this situation has been contributed by The reason behind this situation has been contributed by the absence of MAPPL Representatives / Executives in their the absence of MAPPL Representatives / Executives in their Regions / countries for providing them support in market Regions / countries for providing them support in market Development Programs Development Programs

Establishment of marketing offices abroad:Establishment of marketing offices abroad:

CanadaCanada (for North America)(for North America) Hungary Hungary (for Europe)(for Europe) UAEUAE (for West Asia)(for West Asia) VietnamVietnam (for East Asia)(for East Asia) JohannesburgJohannesburg (for Africa)(for Africa)

RESULTSRESULTSYearYear TurnoverTurnover

(Rs. Crores)(Rs. Crores)Change (%)Change (%)

2000-012000-01 18901890 --

2001-022001-02 20782078 9.99.9

2002-032002-03 23972397 15.315.3

2003-042003-04 26802680 11.811.8

2004-052004-05 30253025 12.912.9

2005-062005-06 34023402 12.512.5

2006-072006-07 30213021 12.212.2

2007-082007-08 32233223 21.121.1

2008-092008-09 26142614 11.311.3

2009-102009-10 33253325 12.412.4

CONCLUSIONCONCLUSION

This summer Project has given me immense This summer Project has given me immense exposure to learn about different marketing exposure to learn about different marketing functions of a large company. I have learnt functions of a large company. I have learnt a lot and experienced what are the a lot and experienced what are the marketing strategies in a large company. marketing strategies in a large company. For this project I took help of the books and For this project I took help of the books and internet that gives me a good knowledge internet that gives me a good knowledge about different marketing functions and about different marketing functions and international business policies.international business policies.

LIMITATIONSLIMITATIONS

I found that Maharishi Ayurveda I found that Maharishi Ayurveda Products Pvt. Ltd cover domestic Products Pvt. Ltd cover domestic and global market but they not earn and global market but they not earn more profit from the market.more profit from the market.

They explore there business with They explore there business with out focus on advertisement.out focus on advertisement.

The inner management is not good The inner management is not good because of poor guidance.because of poor guidance.

SUGGESTIONSSUGGESTIONS

They must be focus on the advertisement of They must be focus on the advertisement of there different products.there different products.

They have to motivate the workers of the They have to motivate the workers of the company.company.

Understand the customers need. Understand the customers need.

Understand the competitors of the company. Understand the competitors of the company.

REFERENCESREFERENCES

http://www.google.comhttp://www.google.com http://www.maharishiayurveda.comhttp://www.maharishiayurveda.com http://www.philexport.ph/Philippines/Sectorhttp://www.philexport.ph/Philippines/Sector

%20Profiles/Herbal%20Sector.doc.%20Profiles/Herbal%20Sector.doc. Exporting Indian Healthcare, EXIM BANK, 2002, ISBN Exporting Indian Healthcare, EXIM BANK, 2002, ISBN

81-87099-21-6.81-87099-21-6. IMS Health Cited in RIRDC-1999. IMS Health Cited in RIRDC-1999. Nutrition Business Journal, 1999. Nutrition Business Journal, 1999. Herbal, Complementary & Alternative Medicines by Herbal, Complementary & Alternative Medicines by

Gilbert Merten's.Gilbert Merten's. Agarwal, S., Desai, S., Holcomb, M. and Oberoi, A. Agarwal, S., Desai, S., Holcomb, M. and Oberoi, A.

2001, Unlocking The value of Big Pharma. The 2001, Unlocking The value of Big Pharma. The McKinsey Quarterly, No. 2.pp. 65-73.McKinsey Quarterly, No. 2.pp. 65-73.