“Supply chain management of

Himalaya Company”
Page | 1
A PROJECT REPORT SUBMITTED TO THE KHALLIKOTE
CLUSTER UNIVERSITY COLLEGE IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF
COMMERCE.

SUBMITED BY,
SANTANU KUMAR SOREN

(011704CM040)

UNDER THE SUPERVISION AND GUIDANCE OF

Dr. Yajnya Dutta Nayak

POST GRADUATE DEPT. OF COMMERCE

KHLLIKOTE CLUSTER UNIVERSITY COLLEGE,

BERHAMPUR, 2019

1
 ACKNOWLEDGEMENT

Every study is a learn more. It is essentially a pursuit in solitude.

Page | 2 However, there cannot be any action yielding results without help
of others. There are many I thank in the successful completion of
this project.
First and foremost, I thank almighty God for his blessings in the
successful completion of this project.

I acknowledge my sincere and profound gratitude to our

Smt.Dr.Annapurna Sahoo, Head of department of commerce,
Khallikote Cluster University College, and other teachers of the
department for the advice and inspiration given.
I am extremely grateful to my supervising teacher Dr. Yajnya
Dutta Nayak, department of commerce, Khallikote Cluster
University College for the valuable guidance; supervision and
encouragement with enabled me to complete this project.
I express my deepest sense of gratitude to Dr. Yajnya Dutta
Nayak, Lecture of department of commerce, Khallikote Cluster
University College for his enormous help, invaluable ideas and
knowledge, advice, encouragement for the successfully completion
of my research work.

I would like to express my great thanks to all the respondents for

their invaluable support in the field work.
I convey my sincere thanks to my family and my friends for all
their helps, support and encouragement for this study.
This list is almost incomplete and I am grateful to all those who
have helped me directly and indirectly in my research work.

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Page | 3

POST GRADUATE DEPARTMENT OF COMMERCE

KHALLIKOTE CLUSTER UNIVERSITY COLLEGE, BERHAMPUR-1, 760004

(AFFILIATED TO BERHAMPUR UNIVERSITY)

CERTIFICATE

Certified that SANTANU KUMAR SOREN 4thsemester

M.COM student in this department has worked

On the project titled “Supply chain management of

himalaya company”
For a period of 21 days from the 2nd week of JANUARY 2019

Under my supervision and guidance. This has not been

previously submitted for the award of any degree,
diploma or other similar title. This project is with
submitting for the Degree of Master of Commerce.

Place: Signature

Date: Supervising Teacher-

3
Page | 4

DECLARATION

I am SANTANU KUMAR SOREN hereby declare that the

project report titled

“Supply chain management of himalaya company”

Is done by me and is submitted to the khallikote cluster

university college in partial fulfilment of the
requirements for the award of the degree of Master of
commerce. I also declare that the report has not been
submitted by me for the award Master of degree, diploma
or other similar title of any university.

Date- Signature: -

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 Chapter -1 Introduction
Introduction about the
Page | 5 study
Objective of the study

Importance and the

reference of the study
Scope of the study
Limitation of the study

Chapter-2 Profile of Himalaya

company

Introduction of Ayurveda
History of Himalaya
Company
Company Profile

Chapter-3 Research Methodology

Research Design
Questionnaire
Data Collection, Sample
Design

5
 Chapter-4 Data interpretation

Chapter -5 Finding & Suggestion

Page | 6

Conclusion
Bibliography

6
 SL. NO Page No
CONTENTS
1 Introduction 9

Page | 7 2 Introduction about the study

3 Objective of the study 11

4 Scope of the study 13

5 Limitation of the study 14

6 Profile of Himalaya company 15

7 Introduction of Ayurveda 16

8 History of Himalaya Company 18

9 Company Profile 19

10 Research Methodology 43

11 Research Design 44

12 Questionnaire 47

13 Data Collection, Sample Design 49

7
 Data interpretation
14 50

Financial Analysis
15 63
Page | 8
16
Finding &suggestion 70
17
Questionnaires 75
18
Bibliography 79

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 Chapter-1
Page | 9

INTRODUCTION
India with a population of more the 100crores is
potentially one of the largest consumer markets in the
world. With urbanization and development of economy,
brand identity, living style, suggestion and interests of
the people changes according to the advance nation.

Marketing is about winning this new environment.

It is about understanding what consumer’s wants
supplying it’s more efficiently and more conveniently.

The consumer market may be identified as the

market for product and services that are purchased by
individuals as household for their personal
consumption. Pharms is a typical consumer product
purchased by the individual primarily for their good
health and also for physical fitness and beauty.
Different types of pharms medicine are available in the
market and more or less content of all drugs are same.
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 The market of drugs or medicine is facing a cutthroat
competition and many companies are floating in the
Page | 10 market with their products with different brand names.
In such a kind of situation different factors which
influence to the people choice for Ayurveda medicines is
mainly doctor’s prescription, availability at chemist
shop, suggestion of chemist, efficiency, quality, images.

So, marketing is both philosophy and technology.

It is technology because it suggests ways and means for
effective production and distribution of goods and
services in the market to give maximum satisfaction to
the consumer.

The marketing manager is responsible for both,

determining and suitability of goods and services
presented by the company to the market, and also
determining about potential market and make better
relation with the retailer.

In this regard the marketing management with

have to apply to marketing technology in the conceptual
philosophy of system. It is the process of system

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 analysis in the marketing management for effective
research and can be defined as “Systematic objective
Page | 11 and exhaustive study of tasks relevant to any problem
in the field or marketing”.

OBJECTIVES OF STUDY

Primary Objective

To study on sales and promotional system of

Himalaya drugs in Patna division.

Secondary Objectives

1. To determine the factors which persuade the

doctors for prescription of Himalaya drugs
2. To find out the company’s position in the
Ayurveda drug market.
3. To find channel of distribution of Himalaya
4. To find out the promotional activities in
Himalaya.

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 IMPORTANCE & RELEVANCE OF THE STUDY

The two month project Training is very important

Page | 12
for a student of MBA. This type of study gives some
practical knowledge to MBA students and practical
knowledge is more useful than theoretical knowledge
for any one.

There is no certain formula for any particular

problem but the aim of this study is to develop the
ability of decision – making. A right decision at the
right time itself helps an organization to run smoothly.

The training in any organization gives us an idea

of different marketing activities and many emphases is
given on “Promotional Activities Aspect” and also it is
seen how business is taken tactfully when any problem
comes to an executive. The way of problem solving,
right decision making and knowledge of different types
of marketing activities gives much importance to this
study. Though only in 2 months, it was not possible to
understand it so deeply but overall ideas would be
developed.

12
 The market survey was conducted on a study of
chemist stores and their “Sales & Distribution System”
Page | 13 for Himalaya drugs, in Patna division, mainly Bihar
state.

This study was done in Himalaya drug company Patna.

The geographical slope of my survey was Study aims at
relationship between Company Executives and doctors
& chemist and why any doctors prescribe for the
particular brand.

SCOPE OF THE STUDY


The research work was conducted in different areas
in Patna,(Bihar) conveniently selecting 100 chemist and
25 doctors. The study was done with the aim of
understanding their perception towards the Ayurvedic
medicines of the Himalaya Drug Company.

The result of the study will help the company to
identify the satisfaction level of the customers and
demand on various benefits provided and promotional
activities adopted by the company.

The result of the study will help the company to
identify the areas where the company should focus in
order to increase their customer base and generate
more prescription.

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 
The result of the study will help the company to
bring out with a new plan and promotional activity
which will create a new customer base for the company.
Page | 14

LIMITATION OF THE STUDY

Although all efforts have been made to study all

start of population as compared to the topic of study,
universe size and sample size findings of the study will
be considered only on the Urban Area and will be
applied in Patna, only because of the chemist and
doctors perception and expectation varies in other place
due to socio-economic and educational background. At
last but not the least the study will try to find out real
depth of the actual position as far as possible.

A project is a work that an executive or the

personnel does by their efforts in research. There are
many advantages that we can easily find and
recommend in the company but like all projects this
project also have some limitations, such as:-

Personal interview: - It consist few questions and
answer session, so most of the people avoid it and
that’s why we get little wrong response in the
questionnaire.
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 
Field survey: - This method is also a key factor, but
generally to that place where it has been done,
because the result varies when we change the area.
Page | 15

Questionnaire: - Because of the busy schedule and
fast life of the respondents, most of them do not
give that is needed, so that affects the result as
well as analysis.

Company data makes in favour of the company, so
problem occurs.
o Personal visit to the chemist stores: - This is
also a good technique, but most of them don’t
disclose their sale unit and turn over because
of the privacy.

Chapter-2

PROFILE OF HIMALAYA COMPANY

INDUSTRY PROFILE:

Infrastructural development and opening of flood

gates in the guise of LPG (The Liberalization,
Privatization, and Globalization) made a sea changing

15
 in drugs Industry. The vast change in the outlook,
purchase, living style, health problem and usage of the
Page | 16 Indian on various angles to meet the onslaught of this
indirect invasion of economy, living style, eating habit,
etc. consumer started changing rapidly. This created
havoc not only in the price view but also in the angle of
quality, brand name, efficiency, etc. Every concern
started every started changing their approach in price,
design, provision of comfort, company concentrating.

AYURVEDA- AN INTRODUCTION:

The word 'Ayurveda' comes from the word 'ayur'

meaning 'life' and the word 'veda' meaning 'to know'. Ayurveda
means 'the science of life', and is a medical system practiced in
India, Sri Lanka and Nepal.

Ayurveda's mythological origins, though, are attributed

to the Indo-European Nasatya or Aswins, twin physicians of
the gods of the ancient Indo-European pantheon. Four
thousand year old references to the Nasatya are found in the
now extinct and Hittite languages in Turkey, and in the
Sanskrit language in India. Ayurveda is considered the

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 upaveda or accessory Veda to the Atharva Veda. The four
Vedas are the world's oldest literary documents in an Indo-
European language.
Page | 17

A classic ayurvedic text, that parallels the time frame of

the Atharva Veda, is the Charaka Samhita. Written in the
Indus Valley area around 1000 B.C.E. (Before the Common
Era) in Sanskrit, it is a treatise on general medicine. This
strongly suggests the probability that Ayurveda, though of pan
Indo-European origins earlier, had begun to evolve into a
distinct entity within the subcontinent by the first millennium
B.C.E.

Ayurveda's lasting influence in the non-Indo-European

sphere began after the rise and spread of Buddhism in the 6th
century B.C.E. Buddhist monks introduced Ayurveda to China,
Tibet, Korea, Mongolia and Sri Lanka, leaving a lasting legacy
in their medical systems.

More recently, the German translation of an ayurvedic

text that dates back to less than 1000 B.C.E., the Susruta
Samhita, contributed to modern medicine the discipline of
plastic surgery. Susruta mentions eight branches in Ayurveda
- General medicine, Surgery, ENT and Eye diseases,
Toxicology, Psychiatry, Paediatrics, Gynaecology, Sexology and
Virility.
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 The Himalaya Drug Company, since 1930, has blended
ayurvedic expertise with modern medical research
Page | 18 methodology, to extend the science of Ayurveda to produce
scientifically verified herbal solutions.

HISTORY OF HIMALAYA COMPANY:

Eighty years ago, on a visit to Burma, Himalaya’s
founder, Mr. M. Manal, saw restless elephants being fed with a
root to pacify them. The plant from which this was taken is
Rauwolfia serpentine. Fascinated by the plant's effect on
elephants, he had it scientifically evaluated. After extensive

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 research, Serine, the world’s first anti-hypertensive drug, was
launched in 1934.

Page | 19 This legacy of researching nature forms the foundation of

Himalaya’s operations. Himalaya uses the tools of modern
science to create pharmaceutical-grade ayurvedic products. We
have pioneered research that has converted Ayurveda’s herbal
tradition into a complete range of proprietary formulations
dedicated to healthy living and longevity. Today, these
products have found acceptance with medical fraternities and
serve the health and personal care needs of consumers in 67
countries.

COMPANY PROFILE
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,

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 toxicological and safety tests to create new drugs and
therapies.
Page | 20

Eighty years ago, on a visit to Burma, Mr. Manal

saw restless elephants being fed with a root to pacify
them. The plant from which this was taken is
Rauwolfia serpentine. Fascinated by the plant's effect
on elephants, he had it scientifically evaluated. After
extensive research, Sepia, the world's first anti-
hypertensive drug, was launched in 1934.

The legacy of researching nature forms the

foundation of Himalaya's operations. Himalaya has
pioneered the use of modern science to rediscover and
validate Ayurveda’s secrets. Cutting edge technology is
employed to create pharmaceutical-grade ayurvedic
products. As a confirmation that Himalaya is dedicated
to providing the highest quality and consistency in

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 herbal care, the Company was awarded an ISO
9001:2000 certification in 2003.
Page | 21
Since its inception, the company has focused on
developing safe, natural and innovative remedies that
will help people lead richer, healthier lives. Today,
Himalaya products have been endorsed by 300,000
doctors around the globe and consumers in 67 countries
rely on Himalaya for their health and personal care
needs.

AYURVEDA AT HIMALAYA:

Ayurveda or the 'Science of Life' is an ancient,

holistic system for diagnosis and treatment, perhaps
the oldest system of medicine known to humanity.
Fundamental to Ayurveda is the use of well-balanced
combinations of plants and other agents in synergistic
formulas.

At Himalaya, we have pioneered the use of modern

science to rediscover and validate Ayurveda's secrets.
We employ cutting edge research to create
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 pharmaceutical-grade Ayurvedic products. Natural,
effective and safe, these products have helped
Page | 22 thousands of people live healthier, richer lives. Our
focus is on wellness; on helping people get healthy and
stay healthy.
At Himalaya, research begins with raw herbs
chosen from traditional texts and from observations and
experiences of indigenous plants. Our team of herbalists
study texts, both traditional and scientific, exhaustively
for relevant data. A few herbs of promising activity are
short-listed. Polyhedral formulations of these short-
listed herbs are made in order to provide a wider scope
of pharmacological and cosmetic activity. Multicentre,
double-blind trials according to WHO criteria further
assist in scientifically validating the formulations.

In the 1930's, Himalaya developed a pioneering

experimental herb farm, which grew rare endangered
herbs for commercial use. The company today has in
addition to this an unparalleled database of dedicated
herb suppliers, an herbarium, an argotic division and a
nursery.
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 The standardization of herbal medicine is a more
daunting challenge than the processes used for
Page | 23
allopathic medicine. The tableting of ayurvedic
medicine is more arduous, with multiple granulating,
processing and coating variables. Today, Himalaya's
manufacturing unit has the largest coating capacity in
Asia.
Researching Ayurveda and capturing its benefits
in formulations, has been the hallmark of Ayurveda at
Himalaya. Using modern research methodology and
manufacturing practice, Himalaya has made available
to people all over the world, an alternate method of
treatment, which has no known side effects.
BRAND IDENTITY
“The promise of health, well-being and a prescription for
good living”

The Himalaya brand has much in common with the

mountain range from which it draws its name. For
centuries, the Himalayas have been an icon of
aspiration, of man's quest to unlock Nature's secrets.
They represent purity and lofty ideals. The fact that the
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 Himalayas are the source of many of the herbs that are
used in our products makes our brand name all the
Page | 24 more appropriate.

OUR IDENTITY
The Himalaya brand has much in common with
the mountain range from which it draws its name. For
centuries, the Himalayas have been an icon of
aspiration, of man's quest to unlock Nature's secrets.
They represent purity and lofty ideals. The fact that the
Himalayas are the source of many of the herbs that are
used in our products makes our brand name all the
more appropriate.

Our logo is a visual definition of our brand

identity. The leaf that forms the crossbar of the letter H
evokes our focus on herbal healthcare. The teal green of
our logotype represents our proximity to nature, while
the orange is evocative of warmth, vibrancy and our
commitment to caring.

Everything that carries our logo is accompanied by

the high quality that has always been the Himalaya
24
 hallmark. The Himalaya brand carries with it the
promise of good health and well-being. It is our
Page | 25 endeavour to ensure that our logo becomes the symbol
of a promise delivered.

PRIVACY POLICY:
At The Himalaya Drug Company, we respect every
individual's right to privacy. Our relationship with you
is our most valuable asset and is the very basis of our
name and reputation.

We understand the importance you place on the

privacy and security of information that personally
identifies you or your account information. We refer to
and treat this information as "personal information".

We do reserve the right to disclose or report

personal information in limited circumstances where we
believe in good faith that disclosure is required under
law, to co-operate with regulators or law enforcement
authorities, or to protect our rights or property.

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 We use personal information in ways that are
compatible with the purposes for which we originally
Page | 26 requested it. For example, we will use the information
you give us to process your requests and transactions,
to provide you with additional information about
products and services, or to evaluate your financial
needs. To do so, we may share personal information
with an agent or affiliate.

We limit the collection and use of personal

information to what is necessary to administer our
business and to deliver superior service to you. This
may include advising you about our products or
services, those of our affiliates, and other opportunities
that we believe may interest you. To serve you better,
we may combine information you give us on the Web or
through other channels.

When we share personal information with an agent

or affiliate, we protect that personal information with a
strict confidentiality agreement. Companies that we
hire to provide support services or act as our agent
must conform to our privacy standards.
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 Himalaya corporate policies require that employees
with access to confidential customer information may
Page | 27
not use or disclose the information except for business
use. All employees are required to safeguard such
information, as specified in their confidentiality
agreements with Himalaya.

On occasions, we may assist a company that is not

affiliated with Himalaya in providing or offering a
product or service to you. In such circumstances,
marketing materials will include instructions on how
you can request not to receive those communications in
the future. In all cases, your personal information is
protected by a strict confidentiality agreement. We do
not allow any non-affiliated company to retain your
personal information longer than necessary to provide
the product, service, or information, unless you
affirmatively grant us permission to do so.

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 We continue to evaluate our efforts to protect
personal information and make every effort to keep
Page | 28 your personal information accurate and up to date.

If you identify any error in your personal

information or need to make a change to that
information, please contact us and we will promptly
update our records.

GLOBAL STRATEGIES:
Meraj Manal, chairman of the Bangalore-based Rs
500 crore Himalaya Drug Co recently bought out all the
other partners and made it a subsidiary of his Cayman
Island based Himalaya Global Holdings (previously
known as MMI Corporation). Ravi Prasad, president
and CEO of the Indian company and S.K. Mitra,
executive director, research and development, have also
now become board member of HGH.

"Given that the group's overseas operations are

growing rapidly over the past decade, we felt the need
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 to provide strategic direction to the various
international hubs, streamline decision-making and
Page | 29 standardize processes globally," says Prasad. The new
roles of executive directors for HGH will involve
management of the company's business interests
worldwide, he adds. "The directors will assist in the
development of global strategies and in guiding the
future of the company, overseeing both corporate and R
& D functions, while working closely with the
Chairman."

Meanwhile, with an eye towards increasing its

acceptability with the consumers, the company's first
step in India has been to restructure the
pharmaceutical division, which accounts for 60 per cent
of the company's revenues. This has now been carved
into three new strategic business units and its team
strength has increased from 600 to 1,000 people.

According to Philip Haydon, chief operating officer,

pharms division, the new business units have been
formed with the aim of providing greater structure to
the company's wide range of pharms products and for
29
 the equitable distribution of the marketing force. "This
has been done because of the company's growing base
Page | 30 and the changing market needs," explains Haydon.
"The product portfolio with around 35 products was
becoming too large to be managed by a single division."

It was also felt that this new structure will enable

the company to give greater focus to brands like Cyst
one (for treating urinary tract infections) and Malaya
forte (an anti-inflammatory analgesic) and some others,
which, the management feels, have the potential for
great success like its liver formulation and flagship
brand Liv.52, Haydon adds.

MANAGEMENT HIERARCHY:

Divisional Business Head: Business head is
responsible for formulation of company strategy for his
division and deciding a desired sales target.

General Manager (GM): GM is responsible for
strategy formulation and achieving desired sales target.
All SMs of the country reports to GM.

Sales Manager (SM): SM is generally head of 4 to 5
states of his division. All ZM of those particular states
reports to the SM.

Zonally Manager (ZM): ZM is the head of any
particular state. He is responsible for implementation of
30
 formulated strategies in his zone. He is liable to modify
or design new strategies depending on local conditions.
Approx. 5 to 7 regional manager works under ZM and
Page | 31
they are liable to report to him.

Regional Manager (RM): RM is responsible for
implementation of company strategy and sales to 5 to 6
districts of his region. Approx. 6 to 8 representative i.e.
MR, PSO, BM reports to RM.

MEDICINAL RANGE:
The medicinal range of products carry the
Himalayan hallmark of researching Ayurveda and
capturing its benefits in formulations using modern
research methodology and manufacturing practice,
Himalaya has made available to people all over the
world, an alternate method of treatment, which has no
known side effects.

The medicinal range comprises over 35 products

and is broadly classified into four categories viz:
Children's Health
Men's Health
Women's Health
General Health

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 Himalaya has used its wealth of knowledge and

Page | 32
research, in natural herbal remedies, to formulate a
range of personal care products that cater to daily
health needs. This range offers the goodness of natural
solutions for daily use by the complete family.

The use of natural ingredients in personal care

products has been practiced since time immemorial,
leading to increased use of herbs with a curative value.
Modern research proves that herbs while being effective
are also mild and soothing.

Launched in 1999, Himalaya Herbals is a range

of natural herbal personal care products spanning
Health Care, Oral Care, Hair Care, Skin Care and Baby
Care.

The range comprises of fairness cream, soap-free

face washes, facial cleansers, face toners, moisturizers,
soap-free shampoos, conditioners, hair-loss control,
weight control, pimple control, foot care, multi-purpose
creams, skin nutrients, dandruff control, anti-stress,
32
 digestive health, pain relievers, cough & cold relievers,
oral care and baby care products.
Page | 33  PROMOTIONAL STRATEGIES:


Doctors meet programme (DMP)

Reward Programme: Cash & Gift Pack

Doctors kit to passing out students of Ayurvedic
medical college

Gift to Doctors

Gift to chemist on achieving a target sales

Special gift for core doctors

Seasonal promotional activities

Doctors Meet Programme (DMP): Himalaya

organizes Doctors Meet Programme generally once
in a month. The doctors are invited for a dinner
(party) in a good hotel or some good location. The
executives of the Himalaya meet with the doctors
and they try to know their requirement. A PPT
presentation is given to doctors on a very few
products. All the aspects of the product are defined
by a panel of experts and well trained executives.

33
 In the DMP doctors were presented with some special
gifts. The special focuses were given on the core doctors.
Page | 34 Reward Activities: The Himalaya uses to doctors kit or
some special gift to the top 3 rank holders of the
Government Ayurvedic Medical College of Patna.

Gift to Doctors: Himalaya present gift to doctors to

motivate them for more prescription. They give special
focus on their core doctors to keep them motivated and
loyal for the Himalaya. On achieving a fixed target they
will be provided by a special gift from the Himalaya.

MARKET SEGMENTATION:

Market for most of the goods is heterogeneous and is

not homogeneous. Market consists of buyers who differ in many
respects. Two potential buyers of a product are never identical in
all respects. They may differ from one another in their wants
purchasing power, geographical locations, buying habits, in
using the products, motives for buying and so on. All consumers
(doctors and chemist), therefore cannot be satisfied with the
same product. If the marketing management analyses it as a

34
 whole market, the maximum benefit cannot be attained. Hence,
proper analytical study of market is essential which can be

Page | 35
achieved by dividing the whole market into mini sub-markets.
On the basis of their distinctive characteristics of the buyers who
constitute the market. Each such submarket is known as a
market segment. According to Philip Kotler, market
segmentation is “The act of dividing a market into distinct
groups of buyers who might merit separate products and / or
marketing mixes.” Markets can be segmented on the basis of
population, age, income, occupation, education, sex, degree of
urbanization, need, demand. Different companies are adopting
different strategies to different market segments.
IMPORTANCE OF MARKET SEGMENTATION:


Provides various types of information that are
useful in product development, marketing research and
valuation of marketing activities.

Canalizes money and effort to be most potentially
profitable segments of the market.

Designs the products which truly parallel the
demands of the market.

Facilitates the preparation of sound marketing
program.

35
 
Gives information with regard to a major trend in a
swiftly changing market with a view to take advantage
of it by preparing the products to the expected changes
in the market.
Page | 36

Determines the most effective promotional appeals
for the concern.


Chooses advertising media more wisely and
determines the proportion of amount which should be
allocated to each media.

Corrects the timing of the advertising efforts so
that they are heaviest during those periods when
responses likely to be at its peak.

Helps the manufacturer to face the competition
effectively.

Helps the producer to determine and compare the
marketing potentialities of the products.


Helps the producer to understand the demographic
market information and to apply it in scores of new and
effective ways.

36
 SEGMENTATION OF CONSUMER MARKETS:

The consumer market can be segmented on the basis of

Page | 37
population, age, sex, income, education, occupation, religion,
degree of urbanization…. According to Philip Kotler, consumer
Market can be segmented on the basis of four variables –
geographical variables, demographic variables, psychographic
variables and buyer behaviour variables which can be
illustrated with the following chart.
ELEMENTS OF MARKET SEGMENTATION:

I. Availability of enough sources

II. Characterises of products
III. Various life of Product life cycle’s
IV. Marketing strategy of competitors

MARKET TARGETING:

Market targeting is the process of taking decision

regarding the market segment to be served. At this
stage, it is necessary to understand the terms target
market and target marketing. The term “Target
Market” means, “A group of customers (doctors and
chemist) at whom the organization especially intense to

37
 aim its market effort”. On the other hand, the term “
target marketing is one in which the seller
Page | 38 distinguishes the major market segments ; targets one
or more of these segments and develops product and
marketing programs tailored to each selected segment.
STEPS IN MARKET TARGETING:
1. Evaluating the market segments
a. Segment size and growth

b. Segment structural attractiveness

c. company objectives and resources

2. Selecting the market segment

a. Single segment concentration

b. Selective specialization

c. Product specialization

d. Market specialization

e. Full market coverage

MOTIVATING EMPLOYEES AND DEALERS:

Company must be continuously motivated the

employees to do their best job. Employees members and
motivator supplemented by training, supervision and
encouragement from the company, company wants and needs
continuous routine information collected by monitoring middle
men market research, studies from the field.
38
 To motivate the doctors to prescribe Himalaya drugs gift
are used by the company. Himalaya has a facility for special
Page | 39
gift for its core doctors. Himalaya try to motivate and attract
new doctors towards prescription of Himalaya drugs. The
company also motivate chemist to buy in bulk by giving some
discount or by providing few gifts on their purchase. Company
must study the needs, problem, strength and weakness,
market progress, product availability, market development,
etc.

MARKETING STRATEGIES

Based on the mapping of market potentially untapped
areas would be identified and suitable number of retailers
would be appointed based on demographic profile of the
prospective consumers.

Emphasis will be given more on the new doctors to
motivate them for prescription of Himalaya, existing doctors
for their continuity, chemist for having stock of Himalaya.

Distribution system should be good and smooth to meet
the chemist demand on time without any breakage.

Undeveloped market like remote areas should be
developed.

More emphasis should be given on the products have
seasonal demand, i.e. cyst one and Liv 52 in the summer.

Commission provided to doctors should be high and there
should be a system for smooth reaching of commission to them.

Chemist should get some more margins. This will attract
them towards Himalaya.

39
 

FIELD EXPERIENCE:
Page | 40
As per my assignment towards pharms division taking
into consideration, I found that the entire junior level (MR/
PSO/ BM) to senior level such as SM, they work concentrating
on their product ethically, i.e. promoting it to doctors only.
Their main aim is to generate prescription using literatures of
different products, explaining mode of action, doses, clinical
trial done by eminent doctors of different medical colleges and
hospitals. They also do order booking from doctors who are
consuming in nature.

The entire operation of sales promotion is directly

related aiming to implement the strategy of company and
providing the real feedback of promotion of the product.

For example- For different product they do different

campaign many times. While doing market survey in the
month of March, through doctors I came to know that they
distributed two bottles of mineral water for promotion of a
product called “cyst one” a product for kidney stone. The idea
was to ensure (the patient) the people drink plenty of water
that prevents kidney stone formation.

40
 The particular doctor I talked to was very much
impressed with this promotion plan and said to me that such
awareness programme helps a lot getting new prescription,
Page | 41
and also doctor said that on that phase of campaign doctor
prescribed to new patient “The cyst one”.

To verify this fact I enquired from the nearby chemist,

and I found there was a sharp increase in the number of
prescription over that period of time. I agreed that campaign
have helped the company getting a handsome new number of
prescription and show the growth.
CHEMIST AVAILABILITY:

The chemist involvement for pharms people means

to know about the prescription flow by nearby doctors. The
field people also make chemist aware regarding new launches
and availability of the running product in sufficient quantity.
The chemist in turn gets the supply of products from stockiest
which in my area of operation is at Govind Mitra Road, Patna.
Different chemist goes to stockiest of Himalaya with their
orders and procures the products.

LEVEL OF DISTRIBUTION CHANNEL:

a) Zero level distribution channels
41
 e.g. Direct marketing,

MANUFACTURER CONSUMER
Page | 42

b) First level distribution channel

E.g. Retailers

MANUFACTURER RETAILERS CONSUMERS

c) Second level distribution

channel e.g. Wholesalers,
Retailers

MANUFACTURER WHOLESALER RETAILER CONSUMER

d)Third level distribution

channel e.g. Broker,
Wholesaler, Retailer

MANUFACTURER BROKER WHOLESALER RETAILER CONSUMER

42
Page | 43

Chapter 3


RESEARCH METHODOLOGY


INTRODUCTION:
A research methodology is the specification of methods
and procedures for acquiring the information needed to
structure or to solve problems. It is the overall operational
pattern or frame work of the project that stipulates what
information is to be collected from which sources, and by what
procedures. If it is a good design it will ensure that the
information obtained is relevant to the research problem and
that it was collected by objective and economical procedures. A
research design might be described as a series of advance
decisions that, taken together, from a specific master plan of
model for the conduct of the investigation. Although research
designs may be classified by many criteria, the most useful one
concerns the major purpose of the investigation. The major
purposes of exploratory studies are the identification of
problems, the more precise formulation of problems (Including
43
 the identification of relevant variables), and the formulation of
new alternative courses of action. An exploratory study is often
the first in the series of projects that culminate in one
Page | 44
concerned with the drawing of inferences that are used as the
basis of management action. That is, an exploratory study is
often used as an introductory phase of a larger study and
results are used in developing specific techniques for the larger
study. Secondary sources of information, as used in the section,
are the rough equivalent of the “Literature” on the subject.
Research methodology is a way to systematically solve
the research problem. Information can be collected from only a
part of population. It is possible for the researcher to collect
more elaborate information from the few sampling units in
Patna, from the large population which can be taken as
representation of the universe.

RESEARCH DESIGN:

The researcher prepared research design that states the

conceptual structure within which the study should be
conducted and the studies descriptive in nature. The
researcher used descriptive study to describe the awareness
among the doctors and chemist with regard to HIMALAYA, its
demand, efficiency, brand image and its features.

44
 SAMPLING:

According to Crisp the fundamental idea of sampling is

that, “If a small number of items or a whole (called a universe
Page | 45
or population) the sample will tend to have the same
characteristics and to have them in approximately the same
proportion as the universe.

Sampling is an essential part of all scientific procedures.

The researcher collected and summarized the data more
quickly through sampling. Sampling gives the researcher scope
for collecting more accurate information.

SAMPLING UNIT:

The researcher selected the sampling unit as respondents

who are retailers or dealer of Himalaya at different chemist
stores of Patna.

SAMPLING SIZE:

The researcher has taken 100 in case of chemist as the

sample size for collecting accurate information and the
researcher feels that it is large enough to depict the universe.

SAMPLING METHOD:

It is quite impossible to meet one and all or to collect the

information from the whole population. Therefore the
researcher has adopted the non-probability sampling method.
Under this method the sampling units are selected according
to the convenience of the researcher.

45
 DATA COLLECTION:
Page | 46 The researcher collected only primary data among
druggist of Himalaya at different chemist stores to find out the
level of awareness of Himalaya among different Ayurvedic
medicines, its demand based on prescription and its features in
various angles.
Secondary data was collected using internet and books.

PRIMARY DATA:
The data collected for a purpose or for a particular
problem in original known as primary data. The researcher
adopted various methods to obtain the first hand information.
The
chemist are considered a main source of information as
they can furnish important and original information
regarding demand of Himalaya drug based on
prescription generated by doctors its efficiency and its
features.

SECONDARY DATA:
Secondary data means data that are already available
researcher collected data from the published sources. The
various sources for obtaining secondary data are internet and
libraries.

46
 METHOD OF DATA COLLECTION:
As survey is best suited for descriptive research the
researcher gathered information directly from individual
Page | 47 respondents through personal interviews and questionnaire
methods. The interview is structured where the researcher
asked questions in a sequence and prescribed manner.
Therefore the researcher to learns about the respondent’s
awareness of Himalaya and there is lesser degree of
inaccuracy in survey method.

QUESTIONNARIE
The researcher collected the primary data through an
effective tool known as questionnaire. It consists of fifteen
questions printed in a definite order and the researcher
followed the prescribed sequence of these fifteen specific
questions and it is referred to as structured. The
structured questionnaire consists of both open-ended and
close-ended type questions. The researcher used the main
tool “Questionnaire so that easy comparison is possible
because of same questions to the respondents.

SURVEY METHOD:
Survey method helps in finding out information on
attitudes, feelings, beliefs, past and intended behaviours,
knowledge, personal characteristics and on the descriptive
items. They also provide evidence of association. This has been
found to be the appropriate methodology for these reasons and
therefore is chosen for the purpose of this research.
47
 METHODOLOGY:

Page | 48 1. FIELD WORK

When the project on perception of doctors, chemist and
users and sales and promotional strategy of Himalaya was
decided upon, the main parameters to be looked upon were
arrived at. After arriving at the main points for analysis the
operational area of the study was derived taking the following
into consideration.
a) Area of survey
b) Type and location of retailer
c) Number of doctors in the locality
It was also decided to have the survey at different retailers of
Patna.

3.4 DATA COLLECTION:-

Data’s were collected in the questionnaire format not on
a particular date but taking into consideration ordinary
working days. I have collected at different market areas like
near Government Hospitals, various private clinics, stockiest
of Himalaya, independent druggist at various locations,
chemist shops in and around doctor’s clinics at different
location of Patna.

48
Page | 49

SAMPLE DESIGN:-

The following question involves sampling

1. Should we take a census or a sample?
2. What kind of sample should we take?


Operationally, sample design is the heart of sample

planning. Specification of sample design which includes the
method of selecting individual members, involves both
theoretical and practical (e.g., cost, time, labour involved, and
organization) considerations.

Typical question to be answered include

What type of sample to use?
What is the appropriate sample unit?
What frame (that is, list of sampling units from which the
sample is to be drawn) is available for the population and what
problems may arise in using it for the particular design and
unit decided upon?
How are refusals and non-response to be handled?

49
 Chapter 4
Page | 50

DATA INTERPRETATION

Table 1: Chemist who deals in Himalaya-

Response %

Yes 98

No 02

no Sales
2%

yes
98%

50
 Interpretation: Among 100 chemists in the different area of my project
region 98 chemist were selling products of Himalaya Drug Company
Page | 51 and only 2 were not having the Himalaya product at the time of my

survey. This shows that Himalaya is highly reputed in pharms

sector, and it has good demand in the market.

Table-2: Rating of Himalaya Drug Company

Category Percentage
Best in classes 60
Good 18
Moderate 15
Not good 7

18

16

14

12
Series 1
10 Series 2
8 Series 3
Series 4
6

0
Best in Classes Good Moderate Not Good

51
 Interpretation: 60% of the chemist has rated Himalaya best
among the available Ayurvedic medicines, while only 7% said
that it is not good. The chemist who rated Himalaya not good
Page | 52
is mostly in the rural areas. They may say this because of low
selling.

Table 3: Product Literature-

Category % Response

Easy to Understand 23

Highly Knowledgeable 20
Both easy to understand and
knowledgeable 35

Tough to understand 16

Not adequate knowledge 6

52
 Product Efficiency
35

30
Page | 53
25 Series 1

20 Series 2
Series 3
15
Series 4

10

0
Best in Class Good Immediate Response Slow Response

Interpretation: 30% of the chemist said that Himalaya gives

good result in the long time, and its effectiveness is good
comparing to other competitors in the market. 30% chemist
during the survey said that it responses slowly. Because
Himalaya is a Ayurvedic medicine and it is recommended for
long use by the medical practitioners or doctors. Although it
responses slowly it is effective for life time or long time.

53
 Table 4: Product Literature-

Page | 54
Category % Response
Easy to Understand 23
Highly Knowledgeable 20
Both easy to understand and
knowledgeable 35
Tough to understand 16
Not adequate knowledge 6

35

30

25

Series 1
20
Series 2
15 Series 3
Series 4
10
Series 5

0
Easy to Highly Both easy to Tough to Not adequate
Understand Knowledgeable understand and understand knowledge
Knowledgeable

54
 Interpretation: 35% chemist told that product literature given
inside the easy to understand and provide sufficient knowledge
Page | 55 about the product. A common man cans also the use of product
and its combination by reading the literature.

Sales

8%

20%
1st Qtr
2nd Qtr
3rd Qtr

72%

Table
5: Satisfaction level with the behaviour of Himalaya People-

Category % Response

Very much 72

Yes 20

Not Good 8

55
 Interpretation: Most of the chemist i.e.72% are highly satisfied
with the behaviour of representative of Himalaya. Only 8%
Page | 56
were not satisfied with the behaviour of Himalaya people. Not
satisfied chemists had special demand which can’t be fulfilled.
This shows that executives of Himalaya are highly trained and
they are very effective in the field.

Table 6: Demand Type-

Demand Type

70

60

50

40 Series 1
30 Series 2

20 Series 3
Series 3
10
Series 2
0
Series 1
Prescription
Based Own Demand
Suggestion Based

Table 6: Demand Type

Demand Type %

Prescription Based 65

Own Demand 18

Suggestion Based 17

56
 Interpretation: During the survey chemist told that more than
65% demand is based on the prescription made by doctors, and
Page | 57 17% Himalaya were sold on the suggestion asked from the
chemist itself by the customers.

Table 7: Demand of Himalaya Product-

Demand of Himalaya %

High Selling 29

Low Selling 16

Average Selling 55

Interpretation: 55% of the chemist told that Himalaya is

average selling product at their chemist shop. Since Himalaya
product is mainly used for long term effect and it is prescribed
by the doctors mainly in the critical diseases. 29% of the
chemist told that it is high selling product at their shop.
Chemist shops nearby a doctor clinic are noted as the high
seller of the Himalaya product, mainly near a physician.

57
 60

Page | 58 50

40

Series 1
30
Series 2
Series 3
20

10

0
High selling Low selling Average selling

Table 8: Products the chemist mostly deal-

Product %

Liv- 52 36

Bonnisam 11

Cystone 25

Rumalaya Forte 28

58
 Chart Title
40

35
Page | 59
30

25 28
Series 1

20 Series 2
Series 3
15
Series 4
10

0
Liv 55 Bonnisam Cystone Rum laya Forte

Interpretation: Chemist told that 36% was Liv-52 among the

Himalaya drugs they sale. 28% was Rumalaya Forte in the
Himalaya group.
Table 9: Closest competitor of Himalaya-

Competitor %

Dabur 36

Baidyanath 30

Zandu 30

Himani 04

59
 Chart Title
40

35
Page | 60
30

25

20

15

10

0
Dabur Baidyanath Zandu Himami

Series 1 Series 2 Series 3 Series 4

Interpretation: 36% of the chemist the told that Dabur is the

closest competitor to the Himalaya. Only 4% recommended
Himami as the competitor for the Himalaya. Other two major
competitors for the Himalaya is the Baidyanath and Zandu.

Table 10: Satisfaction of Himalaya dealer-

Category Highly Satisfied Satisfied Neutral Dissatisfied

Price 15 37 40 8
35 40 17 18
Margin
15 30 55 -
Discounts
22 55 16 7
Gifts

60
 Chart Title
60

Page | 61 50

40
Series 1

30 Series 2
Series 3
20 Series 4

10

0
Price Margin Discounts Gifts

Interpretation: Reasons for satisfaction of the chemist depend

upon the location, size, and availability of doctor near the
chemist shop and mainly upon the nature and personality of
the chemist. They are highly satisfied with the margin and
discounts given by the company to them.
Table 11: Satisfaction level of Himalaya with its competitors-
Highly
Company Satisfied Satisfied Neutral Dissatisfied
Himalaya 60 20 05 15
Dabur 70 10 03 17
Baidyanath 38 25 11 26
Zandu 25 50 05 20
Himami 15 11 60 14

61
 80

70

60
Page | 62
50
Series 1

40 Series 2
Series 3
30
Series 4
20

10

0
Himalaya Dabur Baidyanath Zandu Himami

Interpretation: The closest competitor to Himalaya is Dabur.

70% of the chemist is highly satisfied and 10% were satisfied
with their business of Dabur. While 60 % of chemist are
highly satisfied and 20% were satisfied with the business of
Himalaya.

Table 12: Effective customer with respect to age group-

Age Group % Customer

0 – 20 17

21 – 40 15

41 – 60 33

61 - Above 35

62
 Series 1

Page | 63 35

30

25
Axis Title

20

15

10

0
0-20 21-40 41-60 61-Above
Series 1 17 15 33 35

Interpretation: According to the chemist customer asking for

the Himalaya medicines are mainly in the age group of 61 &
above with a percentage of 35. Customers among the age
group of 41-60 are on 2nd position with a contribution of 33%.

Financial Analysis

Introduction

Financial Analysis is the process of determining the

operating & financial characteristics of a firm from accounting

data & financial statement. The goal of such analysis is to

determine efficiency & performance of the firm management, as

63
 reflected in the financial records and reports. Its main aim is to

measure the firm’s liquidity, profitability and other indications

Page | 64
that business is conducted in a rational and orderly way.

The basic financial statement

Of the various reports that the companies issue to their

shareholder, the annual report is by far the most important.

Two types of information are given in this report, first there is a

text that describes the firms operating results during the past

year and discusses new development that will affect future

operations. Second there are few basic financial statements –

the income statement, the balance sheet, the statement of

retained earnings and the sources and uses of funds

statements.

The financial statement taken together gives an

accounting picture of the firm’s operation and financial

positions.

64
 “Financial statement analysis is largely a study of

relationship among the various financial factors in a business

Page | 65
as disclosed by a single set of statements, and a study of trends

of these factors as shown in a series of statements”

(John N. Myer)

Nature of financial statement

Financial statements are prepared using facts relating to

events, which are recorded chronologically. We have to first

record all these facts in monetary terms. Then, we have to

process them using all applicable rules and procedures. Finally,

we can now use all this data to generate financial statements.

Objectives of Financial Statements

 Financial statements show an accurate state of a
company’s economic assets and liabilities. External
stakeholders like investors and authorities generally do not
possess this information otherwise.
 They help in predicting the extent of a company’s capacity to
earn profits. Shareholders and investors can use this data to
make their financial decisions.

65
  Financial statements of a company depict the effectiveness of
its management. How well a company is performing depends
on its profitability, which these statements show.
Page | 66  They even help readers of these statements know
the accounting policies used in them. This helps in
understanding statements more comprehensively.
 These statements also provide information relating to the
company’s cash flows. Investors and creditors can use this
data to predict the company’s liquidity and cash
requirements.
 Finally, financial statements explain the social impact of
businesses. This is because it shows how the company’s
external factors affect its functioning.

Types of Financial Analysis

1. Statement of Financial Position
2. Income Statement
3. Cash Flow Statement
4. Statement of Changes in Equity

66
 BALANCE SHEET

BALANCE SHEET
AS ON 31 MARCH 2017
Page | 67 (Rs in Millions)
PARTICULARS SCHEDULES 2016-17 2015-16

SOURCES OF FUNDS :
Shareholder Funds:
Share Capital 1 147.17 147.17
Reserves & Surplus 2 1746.23 1473.51
1893.40 1620.68
Loan Funds
Secured Loans 3 2588.28 2926.67
Unsecured Loans 4 40.00 325.00
2628.28 3251.67
Differed Tax Liabilities 5 548.52 534.55
Total………………………………………………………………… 5070.20 5406.90

Application of Funds
Fixed Assets:
Gross Block 6 5435.46 5014.92
Less : Accumulated Depreciation 1987.57 1738.39
Net Block 3447.89 3276.53
Capital Work-in-progress 25.43 ---------
3473.32 3276.53

Investments 7 33.94 33.94

Current Assets, Loans & Advances
Inventory 8 1402.55 1384.57
Sundry Debtors 9 773.21 678.04
Cash and Bank Balance 10 44.91 78.87
Loans & Advances 11 755.76 826.82
(A) 2976.43 2968.30
Less : Current Liabilities & Provisions
Current Liabilities 12 1197.69 829.85
Provisions 13 215.80 42.02
(B) 1413.49 871.87
Net Current Assets (A-B) 1562.94 2096.43
Total Assets………………………………….. 5070.20 5406.90

67
 PROFIT AND LOSS (Rupees in Cores)

PROFIT AND LOSS ACCOUNT

AS ON 31 MARCH 2010
Page | 68
(Rs in Millions)
PARTICULARS SCHEDULES 2015-16 2016-17
INCOME :
Sales (Gross) 7667.54 6911.99
Less: Excise Duty On sales 312.18 263.16
7355.36 6648.83
Other Income 14 8.24 9.96
Increase / decrease in stocks 15 2.75 -109.47
7366.35 6549.32

EXPENDITURE :

Material Manufacturing & Other Expenses 16 4811.17 4,485.61

Salaries, Wages and Amenities 17 612.84 504.87
Repairs and Maintenance 18 51.63 46.67
Administrative & Other Expenses 19 298.78 240.94
Selling & Distribution Expenses 20 435.21 311.97
Financial Charges 21 375.24 582.42
Depreciation 267.06 249.37
6851.93 6421.85

Profit Before Tax 514.42 127.47

Provisions for:
Income Tax 130.00 16.80
Fringe Benefit Tax --- 8.00
Deferred Tax 13.97 12.55
Income Tax/Wealth Tax Adjustment 11.93 1.13

Profit After Tax 358.52 88.99

Balance as per last year 819.03 728.51
Profit Available for Appropriation 1,177.55 817.50

Appropriation
Proposed Dividend on Equity Shares 73.58 14.72
Corporate Dividend Tax 12.22 2.50
Transfer to General Reserve 100.00 ----
Transfer from Debenture Redemption Reserve -2.40 -18.75

Surplus carried Over 994.15 819.52

1,177.55 817.50
Basic/Diluted Earnings per share (Rs.) 4.87 1.21

68
 The study in the preceding pages reveals some important and interesting

conclusions. The theoretical portion reveals the conclusion of academic

Page | 69 importance and when the Financial Data of Himalaya Company has

been analysed, the financial position of the company is brought to

surface. The overall financial position of the company is quite healthy

and over the last years which covered the period of study, the financial

position has improved. The current Ratio, Acid Test Ratio, Debt equity

Ratio and Proprietary Ratio all have improved over the period 2016 to

2017. The credit for this improvement goes to efficient management,

Long term vision of the management, team spirit among the employs of

the company higher level of orders in the hands of the company, better

realization and better overall economic condition of the economy with

increased emphasis of government on expansion and strengthening of

economic infrastructure, it is expected that Himalaya Company will gain

a lot, its financial Ratio will improve further and so the financial

strength of the company.

69
Page | 70
Chapter 5

FINDINGS & SUGGESTION

1 FINDINGS OF THE STUDY:-

98% of the chemist deals in the Himalaya product.

60% chemist recommends it best among the available

Ayurvedic medicines.

30% chemist told Himalaya is best in term of effectiveness

than other available medicines.

35% chemist told that product literature provided with

Himalaya is very easy to understand and gives sufficient
knowledge about the product. It helps them to know and
understand the combination of the products.

72% chemists are highly satisfied with the behaviour of

executives of the Himalaya. They help them and clarify their
doubts if any to the maximum possible extent. This shows that
executives at Himalaya are highly and effectively trained.

70
 65% of the total sales for the Himalaya is made through
the doctor’s prescription. 17% of the sale is made through the
chemist suggestion to their customer.

Page | 71
55% chemist recommended Himalaya as a average selling
medicine, while 29% recommend it as a high selling Ayurvedic
medicine.

Approx. all the products of Himalaya have good demand

in the market. But during my project period Liv-52 has
higher selling among Himalaya product with a share of
36%, because during the summer people faces a lot of
stomach related problem. Keystone has share of 25%. Its
demand is also very high in summer due problem of water
loss and kidney stone.

36% chemist recommended Dabur as the closest

competitor for the Himalaya. 30% recommended for Zandu and
same percentage for the Baidyanath. A very few i.e.4% has
recommended Himami as the competitor for the Himalaya.

Satisfaction to the chemist mainly depend on 4 factors i.e.

price, margin, discount &gifts. 40% chemist was satisfied with
the margin given to them and 35% were highly satisfied with
the margin. 15% chemist was highly satisfied with the
discounts given to them while 30% were satisfied with the
discount.

71
 60% chemist was highly satisfied with their business of
Himalaya; while in the case of Dabur 70% was highly satisfied.
Page | 72
This may be because of availability of more products within
the Dabur range.

The most for the Himalaya products are within the age
group of 61 & above with a share of 35%. People of age group
were also close with a share of 33%.

There is significant difference between the age group of

customers and efficiency of the chemist (revenue/month) from
the Himalaya. It shows sale of medicines does not have any
relation with the age of the customers.

Null hypothesis is rejected in the case of policies of Himalaya

for the chemist. It shows chemist does not look for any
significant policy from the company side. They main priority is
margin given to them on their sales. They generally look for
the profit only.

SUGGESTION:
Himalaya should organize campaign for general
awareness of end consumers, because the consumers demand
for the medicines based on the suggestions and on their own
wish or knowledge.

Himalaya should organize free medical check-up camps

over a fixed duration of time. This will help in the fulfilment of
corporate social responsibility. This will also help in creating a
brand image in the consumers mind.

72
 Himalaya should also target market in remote areas.
Because in remote areas people generally use medicines based
on their own knowledge or on the chemist suggestion.
Page | 73
The company can lure the chemist with some gifts or
some special offer by achieving a fixed sales target. In villages
or in the less developed area chemist are generally treated as a
doctor. They can suggest their customer for the Himalaya.

The executives of the company should also target the

doctor in the remote areas or villages, whether they are MBBS
or not.

The executives should be always in touch with doctors

who are not prescribing Himalaya or, not the core doctors for
the company. The executives should try to motivate them by
giving exiting gift to them or, having a facility of good
commission on sales made through them.

The doctors should be provided with gifts which will fit

and look good on their table. This will make recall to them
about Himalaya when they make prescription. This will also
motivate them towards the Himalaya.

CONCLUSION:

Himalaya Drug Company is the oldest Ayurvedic drug

manufacturing company in the India. It deals in both Pharms
and FMCG (cosmetics) both. In the available Pharmed range
Himalaya is the most reputed company.
73
 Himalaya mainly beliefs and engage in ethical
promotion to doctors. It helps executive to motivate doctors for
Page | 74 the prescription of Himalaya. It also helps executive to know
the doctors requirement in turn of prescribing the Himalaya.
During the meeting they also become aware about the
competitors promotional strategy and the product available
under their brand.

Chemist who deals in Himalaya herbal are highly satisfied

with their business of Himalaya, According to the chemist the
customers who are consuming Himalaya are satisfied with the
result. Although it is an Ayurvedic medicine its effect is slow
but it is effective for long time. Most of the chemist rated it as
a average selling medicine at their shop. Few medicines are
recognized as a very high seller at the chemist shop, e.g. - Liv-
52, cyst one, Rumalaya Forte, etc. Although there are several
competitors for the company, the main competitor for the
organization is Dabur.

Before I conclude my project on a highly esteemed

organization, I would like to submit public opinion in this
favour. The pattern of job performance and the quality of
product is highly appreciated by the consumers. I would like to
congratulate entire Himalaya Drug Company (Poonam
enterprises, C&F agent of Patna Division) family for having
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 gained this superb popularity, excellent impression and
magnificent image among the Ayurvedic medicines lovers. My
survey reveals the facts which determine the mile stone
Page | 75
achievement of organization. I wish Himalaya Drug Company
to be crowned as the King of the Market and much more.

Questionnaire

Do you deal in
1. Himalaya Product?
(a) Yes (b) no
How do rate the Himalaya
2. Drug Company?
(a)Best in class (b) Good
(c) Moderate (d) Not good
How do you rate the product
3. efficiency?
(a) Best in class (b) Good
(c) Immediate response (d) Slow response
4. Why do you like Himalaya product literature?
(b) Highly
(a) Easy to understand Knowledgeable
(c) Both easy to understand & (d) Tough to
knowledgeable understand
(e) Not adequate knowledge

Are you satisfied with the behaviour of the Himalaya people?

(a) Very much (b) Yes
75
 (c) Not good

6. What is the mode of demand made by the customers for

Page | 76 Himalaya drugs?
(a) Prescription by doctors (b) Own demand by the
customer
(c) Suggestion by chemist

7. What is the demand of product?

(a) High selling (b) Low selling

(c) Average selling`

8. What are the products you deal mostly?

(a) Liv-52 (b) Bonnisan
(c) Cystone (d) Rumalaya Forte

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 9. Among all these selling which Himalaya product is high?
(b) Liv-52 (b) Bonnisan

(c) Cyst one (d) Rumalaya

Page | 77
Forte

10. What is the efficiency of Himalaya product (in rupees/month) of

Himalaya product?
(b)25000-
(a) <25000 50000
(d) 1,00000 &
(c) 50000-100000 above

11. Who is your closest competitor among these?

(c) Zandu (d)

Himani

12. Show your satisfaction level as being a Himalaya product dealer.

Factors Highly Satisfied Neutral Dissatisfied

Satisfied
Price
Margin
Discounts
Gifts

77
 13. Show your satisfaction level of Himalaya with a comparison
with its closest competitors.

Competitors Highly Satisfied Neutral Dissatisfied

Page | 78 Satisfied
Himalaya
Dabur
Baidyanath
Zandu
Himani

14. Which age group is your effective

customer?

(a) 0 – 20 (b) 21 – 40
(d) 61 and
(c) 41 – 60 Above
15. Do you satisfied with the company policy of
Himalaya?

Policies Highly Satisfied Neutral Dissatisfied

Satisfied
Return after
Expiry
Delivery on
Time
Respective
M.R.
Sales
promotion

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 Page 79 of 79

BIBLIOGRAPHY
BOOKS & AUTHORS:
Marketing Management: Philip Kotler
Marketing Research: B.S. Goel
Marketing Management: Saxena Rajan
Marketing Research: Memoria & Memoria

JOURNALS & MAZAGINES:

Business World
Company Journals
Pioneer
Himalaya’s Diary

WEBSITES:
Google
www.himalayahealthcare.com
Wikipedia

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