PRODUCTS
• EVEREST HERBAL HOT TEA• EVEREST HERBAL ICED TEA• YARSHAGUMBA PACKAGE
YARSHAGUMBA
• Popularly known as Cordyceps Sinensis• Kind of the fungi similar to horsetail• Lives in alpine grass and shrub lands on the
Tibetan Plateau and the Himalayas at an altitude between 3,000 and 5,000 m
• Literally means “summer plant and winter insect” in Tibetan.
Uses of YARSHAGHUMBA
• Diseases of the respiratory system.• Kidney troubles &Heart problems• Insomnia, fatigue, stress, and afflictions of
the nervous system.• Acute and chronic hepatitis, cirrhosis, and
tumors of many kinds.• Himalayan Viagra
Situational Analysis
Price GrowthThe price of Yarshagumba has risen basically by 900%
between 1998 and 2008, an annual average of over 20% (after inflation).
Source:http://en.wikipedia.org/wiki/Ophiocordyceps_sinensis
In 2011, the value of Yarshagumba was estimated at about $25,416 or NPR 20,33,280 (1US$=NPR 80) per kilogram.
Market Trend and Growth Analysis in Thailand
Market Size and Growth of Non-Alcoholic Beverages in Thailand—Retail Off-Trade Value RSP $US
Source: euro- monitor, 2010
SWOT ANALYSISSTRENGTHS• Unique and highly beneficial in terms of health• Entire supply chain management • Financially stable • Control over the Raw materialsWEAKNESSES• Difficult to commercially cultivate and harvest • Seasonal and not easily available • Various Ethical issues :child labor, smugglingOPPURTUNITIES• Few players marketing Yarsagumba products• Huge market for health conscious customer• Ability to develop many long-term customersTHREATS• Different cheap green tea products that are easily available commercially • Many cheap energy drinks and inorganic sex enhancing drugs available• Exchange rate fluctuation• Weather
Target Market• People seeking health improvement.• Athletes/Sportsmen-for e.g. Olympics in
china• People seeking natural way for enhancing
sex driveAge group:25-35 yrs: Sports person, health conscious35-45yrs:Lack of sex drive, health conscious45+:Health conscious, tea lovers
Market Positioning• Green Tea• Herbal Tea• Pfizer product(i.e. Viagra)
Market positioning strategy
PRODUCT LINE
EVEREST HERB HOT TEA
EVEREST HERB ICED TEA
YARSHAGUMBA PACKAGE
BRAND STRATEGY
Pricing Strategy
120 THB
400 THB
4000 THB
170 THB
13000 THB
PREMIUM PRICE
Bangkok
Pattaya
Future Planning
•Emporium•Terminal 21•Siam Discovery•Central Plaza Rama 9.•Future Park•Other countries
Marketing Tools
•Personal Selling
• Preparing News letter
•Developing a Website
•Placing Hoarding board
•Trade Fairs
Advertising in local news paper Social media
Brand Building Product Logo and Tagline
Everest Card
Brand BuildingAmbience of the Outlets
Brand BuildingPromoting as a Health Related Product
Using Philanthropy as a means of PromotionCorporate Social Responsibility
WHERE DO WE GET
YARSHAGUMBA
FROM THE
REMOTEST
POORESTANDBACKWARD
REGION OF
NEPAL
DOLPA
BENEFITS OF
YARSHAGUMBA
ANTI TUMOR PROPERTIES
SEXUAL POTENTIATOR
IMMUNE SYSTEM STIMULATOR
RECOVERY FROM CHEMOTHERAPHY
AND
THE LISTGOES ON…….
PRESENT SCENARIO OF
YARSHAGUMBA
DEMAND IS HIGHEST IN
CHINA KOREA TAIWAN VIETNAM
THAILAND
BUT THIS COMES WITH
A PRICE TAG
OF SMUGGLING
OF ILLEGAL TRADE
AND THEN
LIVES OF FARMERS
WHO WERE KILLEDDURING FORAGING OF
WITH7
YARSHA GUMBA, JUNE 2009
• AS LONG AS THE SMUGGLINGCONTINUES
THE SITUATION WOULD GET WORSE DAY BY DAY.
SCHOOLS ARE DESERTED BECAUSE CHILDREN GO TO LOOK FOR
YARSHA GUMBA TO EARN MONEY
CHILD LABOR
ONLY WAY TO
THIS BLOOD TRADE IS
THE LAW OF EFFICIENT ECONOMICS:
DEMAND & SUPPLY
BY USING
MAKE SURE
DEMAND
THE
SUPPLY REACH
AS FAST AS POSSIBLE
WE DO THIS BY
CREATINGA SPOT MARKET
IN DOLPA
FOR THIS WE NEED
ROAD AND COMMUNICATION1ACCESS TO ONE OF THE REMOTEST PLACE ON EARTH.
FOR THIS WE NEED
2 FOR LEAST PRIVILEGEDPEOPLE
EDUCATION
FOR THIS WE NEED
3 SUSTAINABLEDEVELOPMENT
For every $1 we make,
40 cents goes for this project.
Be a better human being, believe in what you believe
Don’t let the power of
YarshaGumbabe the next
BLOOD DIAMOND
Supported By:
$3334 $200 $250
$12 $200
Cost of Product
Cost of Product $3996Market Value $15000+
Marketing Budget
4,455,720 Baht
200,000 Baht
304,000 Baht 2,000,000
Baht
Corporate Social Responsibility
Financials
In THB Total (Realistic) Total(Pessimistic)
Total(Optimistic)
Tax (30%) 8,710,209.629 5,585,116.942 11,835,302.32Net Earning after Tax 20,323,822.47 13,031,939.53 27,615,705.4
Transferred to Development of Yarsagumbha (40%)
8,129,528.987 5,212,775.812 11,046,282.16
Retained Earning 12,194,293.48 7,819,163.718 16,569,423.24
Quotes on Evaluation and Control
"Measurement is the first step that leads to control and
eventually to improvement. If you can't measure
something, you can't understand it. If you can't understand
it, you can't control it. If you can't control it, you can't
improve it."
- H. James Harrington
Evaluation & Control
Annual Plan Control
- Sales Analysis
- Market-share Analysis
- Marketing Expense-to-Sales Analysis
- Financial Analysis
Profitability Control
• Product
• Territory
• Customer
-Niche Market
- 2 Stores in Thailand
- Improve Health Condition
- Himalayan Viagra
- CSR
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