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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 pristine 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. Pharma is a typical consumer product purchased by
the individual primarily for their good health and for physical fitness and beauty. Distinct types of Pharma
medicines are available in the market and more or less content of all drugs are the same. The market of
drugs or medicine is facing a cutthroat competition and many companies are floating in the market with their
products with different brand names. In such a kind of situation several factors which influence to the people
choice for Ayurvedic medicines are 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 relations with
the retailer.

In this regard the marketing management with must apply to marketing technology in the conceptual
philosophy of system. It is the process of system analysis in the marketing management for effective
research and can be defined as “Systematic objective and exhaustive study of tasks relevant to any problem
in the field or marketing”.

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Primary Objective

To study on sales and promotional system of Himalaya drugs in Dharamshala.

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 Ayurvedic drug market.
3. To find channels of distribution of Himalaya.
4. To find out the promotional activities in Himalaya.

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The two month project Training is very important for a student of BBA. This type of study gives some
practical knowledge to BBA 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 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 diverse types
of marketing activities gives much importance to this study.

The market survey was conducted on a study of chemist stores and their “Sales & Distribution System” for
Himalaya drugs, in Dharamshala.

The survey covers a wide range of activities and factors, which influence the doctors to prescribe for the
brand and influence chemist to keep and sale the Himalaya drugs. The samples of 50 respondents were taken
to represent total retailers of the Himalaya drugs, and the result was in the favors of Himalaya.

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 The research work was conducted in different areas in Dharamshala conveniently selecting chemists
and 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 numerous 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
to increase their customer base and generate more prescription.
 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.

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Infrastructural development and opening of flood gates in the guise of LPG (The Liberalization,
Privatization, and Globalization) made a sea changing in drugs Industry. The vast change in the outlook,
purchase, living style, health problems and usage of the Indian on various angles to meet the onslaught of
this indirect invasion of economy, living style, eating habits, etc. consumer started changing rapidly. This
created a havoc not only in the price view but also in the angle of quality, brand name, efficiency, etc. Every
concern started changing their approach in price, design, provision of comfort, company concentrating.


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, Hurrian and Hittite languages in Turkey, and in the Sanskrit language
in India. Ayurveda is considered the upaveda or accessory Veda to the Atharva Veda. The four Vedas are
the world's oldest literary documents in an Indo-European language.

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 legacy in their medical systems.

More recently, the German translation of an ayurvedic text that dates 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, Pediatrics,
Gynecology, Sexology and Virility.

The Himalaya Drug Company, since 1930, has blended ayurvedic expertise with modern medical research
methodology, to extend the science of Ayurveda to produce scientifically verified herbal solutions.

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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 Serpentina. Fascinated by the
plant's effect on elephants, he had it scientifically evaluated. After extensive research, Serpina, the world’s
first anti-hypertensive drug, was launched in 1934.

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.

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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, toxicological and safety tests to create new drugs and therapies.

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 serpentina. Fascinated by the plant's effect on elephants,
he had it scientifically evaluated. After extensive research, Serpina, 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 provides the highest
quality and consistency in herbal care, the Company was awarded an ISO 9001:2000 certification in 2003.

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 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 pharmaceutical-grade Ayurvedic products. Natural, effective and
safe, these products have helped 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. Polyherbal formulations of
these short-listed herbs are made in order to provide a wider scope of pharmacological and cosmetic activity.

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Multicentered, double-blind trials according to WHO criteria further assist in scientifically validating the

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 aggrotech division and a nursery.

The standardization of herbal medicine is a more daunting challenge than the processes used for 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.

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Himalaya's products can broadly be categorized into three main divisions (ranges), viz:

 Pharma Division (Pharmaceutical)

 Zenith
 Liv 52
 Cystone
 Bonnisan Syrup
 Confido
 Tentext Forte
 Purim
 Geriforte tab. & syrup
 Zandra
 Zindel
 Zeal
 Zara
 Hospital Division
 Vet nary Division (Animal Health)
 Consumer Division (Personal Care)


 Health maintenance
 Eye
 Cardiac and skin care
 Immune booster
 Cough control

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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

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

Himalaya has used its wealth of knowledge and 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, digestive health, pain relievers, cough & cold relievers,
oral care and baby care products.

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 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 sale
 Special gift for core doctors
 Seasonal promotional activities
 Special promotional campaign on special occasion, focused on specific medicines
 As for example: World kidney day (11th March), Mother’s Day, etc.
 Sponsoring for special events

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 suitable 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 is defined by a
panel of experts and well trained executives.
In the DMP doctors were presented with some unique gifts. The special focus was given on the core

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.

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Pure Herbs, the pure and concentrated strength of a single herb in the right measure, stimulate & improve
body functions.

The actions of these extracts benefit the body, irrespective of the individual's body constitution, state of
health and metabolic functions. Everyone can benefit from the goodness of these herbs, irrespective of age,
sex, body type or other health related factors.

The Pure Herbs range comprises of the following:

Amalaki: Useful in treating cough, cold, sore throat and respiratory tract infections. It protects cells
from free radical damage and is an excellent anti-oxidant.
Arjuna: This herb improves blood circulation and is used as a tonic for the heart.
Ashvagandha: Commonly known as Winter Cherry, this herb acts as an ant-stress agent that imparts
a sense of well-being and helps in coping with life's daily stresses.
Brahmi: A well-known herb that helps in improving general alertness.
Karela: Commonly known as Bitter Gourd, it is known to aid in the metabolism of carbohydrates.
Lasuna: Commonly referred to as Garlic, Lasuna helps in controlling the excess conversion of lipids
and cholesterol.
Neem: A popular herb, Neem has anti-bacterial, anti-fungal and blood purifying properties. It is very
useful in skin disorders and helps maintain a healthy, beautiful and glowing skin.
Shuddha Guggulu: It regulates fat metabolism and helps remove excess cholesterol from the body.
Shallaki: This herb treats joint problems.
Tagara: It has mild sedative properties, which are useful for insomnia and sleep disorders.
Triphala: A digestive aid compound and a bowel cleanser.
Tulasi: It has anti-microbial and anti-inflammatory properties and is useful in respiratory tract
infections like dry or wet cough, cold and sore throat.

Some of the other well-known products are Abana, Cystone, Gasex, Geriforte, Rumalaya, Diabecon, Mentat,
Koflet, Himcolin, Septilin, Pilex, PureHands, Liv.52, Bonnisan, Himplasia, Menosan, Reosto, Tentex Royal,

After extensive work on the formulations and related clinical research, Himalaya introduced Menosa n, a
herbal non-hormonal product for menopausal women, Reosto, a comprehensive therapy for osteoporosis and
Himplasia, a unique product for benign prostatic hyperplasia, a new dimension in BPH management.

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Cystone prevents supersaturation of lithogenic substances, controls oxamide (a substance that

precipitates stone formation) absorption from the intestine and corrects the crystalloid-colloid imbalance.
Cystone inhibits calculogenesis by reducing stone-forming substances like oxalic acid, calcium
hydroxyproline, etc., and causes their expulsion by micro pulverization.

Cystone causes disintegration of the calculi and the crystals by acting on the mucin, which binds the
particles together. Cystone’s antimicrobial activity is beneficial in the prevention of urinary tract infections
associated with urinary stones and crystalluria. Cystone’s antispasmodic and anti-inflammatory activities
relieve ureteric colic and alleviate symptoms of painful and burning micturition.


Cystone tablets / syrup are useful:

 Effective in both prophylaxis and treatment of adult and pediatric urolithiasis:

 Oxalate stones
 Phosphate stones
 Uric acid and urate stones
 Infection stones
 Crystalluria
 Prevention of post-lithotripsy recurrence

As an adjuvant in:

 Chronic urinary tract infections

 Non-specific urethritis including dysuria
 Burning micturition

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 Hyperuricemia

Prominent among Himalaya brands is Liv.52, a liver formulation, which is also the flagship brand
of the company. Every one-third of a second, one unit of Liv.52 is bought somewhere in the world. It is
ranked number one in the hepatoprotective - lipotropic segment and number four among all pharmaceutical
products in India. (ORG Marg, July 2003). Liv.52 celebrates fifty years in 2005.

Liv.52 is a typical example of innovation at Himalaya. The research team was given the task of
finding a natural remedy that improved liver function, which was a great concern to many people at that
time. Dr. Roshan Captain was made head of Himalaya's R&D in 1950. During the 1950s, several
coded liver formulations went on trial and one of them, coded 52, was responsible in remarkable recovery
from hepatitis. This led to wider product testing, which is the hallmark of Himalaya's operations. Tests in
different parts of India with formula 52 showed significant improvement in liver functions. There was a
great demand for samples of formula 52 from doctors who conducted the trials. Mr. M. Manal, Himalaya's
founder, made Liv.52 the brand name to aid doctor recall.

Liv.52 soon became the signature brand of Himalaya, one of India's top ten sellers, and one of the
world's most enduring phytomedicines, currently registered in over 25 countries.

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Talekt, a phytopharmaceutical formulation, is recommended for various skin disorders such as
disorders of sebaceous glands, bacterial infections of skin, infective and allergic dermatitis, systemic
mycoses, parasitic infections, and psoriasis. Talekt enhances the immune response to prevent repeated
relapses. Talekt is safe for short- and long-term treatment.


 Disorders of sebaceous glands:

 Infective and non-infective acne vulgaris
 Seborrhea
 Rosacea
 Bacterial infections of skin:
 Furuncles, carbuncles
 Paronychia
 Dermatitis:
 Infective
 Allergic
 Systemic mycoses:
 Ringworm
 Candidiasis
 Parasitic infections of skin:
 Scabies
 Pediculosis
 Papulosquamous disorders:
 Psoriasis

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The antistress, adaptogenic properties of Geriforte retard degenerative changes and accelerate
cellular regeneration and repair. Geriforte's antioxidant action scavenges free radicals and its
immunomodulatory activity enhances body immunity. Geriforte helps delay the physiological changes
associated with aging, revives physical capacity, raises the threshold of fatigue and promotes well-being.
Geriforte facilitates respiratory functions and assists cardiovascular functioning by improving circulation
and reducing raised lipid levels. Geriforte regulates fat and carbohydrate metabolism, and improves appetite,
digestion and assimilation. Geriforte rejuvenates the entire body system and retards the skin changes
associated with aging. It is available as tablets and a syrup.

Geriforte is useful when used:

 As a daily health tonic

 Geriatric stress
 Generalized anxiety disorders, stress related anxiety and occupational stress
 Adjuvant during prolonged illness and convalescence

In 1972, continuing its tradition of introducing safe and natural remedies, Himalaya launched
Bonnisan, a natural pediatric digestive tonic. A formulation based on years of research and clinical testing,

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the product found wide acceptance among doctors and mothers alike. The sweet tasting tonic became a
trusted part of a baby's growing up.

Bonnisan has carminative and digestive properties, which relieve symptoms of colic in
gastrointestinal disorders in infants and children. Bonnisan helps infants and children gain weight
adequately. Bonnisan helps restore the normal physiological functions of the digestive tract, acts as an
appetizer, and ensures health and well-being.

Bonnisan liquid is useful:

 As a daily health supplement to prevent common digestive complaints of infants and children, and to
promote healthy growth
 For the treatment of relief of digestive complaints in infants and children.

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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 whole market, the maximum benefit
cannot be attained. Hence, proper analytical study of market is essential which can be 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. Market segmentation is necessary to successful marketing
strategy. William J. Stanton states that “Market segmentation consists of taking the total, heterogeneous
market for a product and dividing it into several sub-markets or segments each of which tends to be
homogeneous in all significant aspects.” Cundiff and Still states that “Market segments are grouping of
consumers according to such characteristics as income, age, degree of urbanization, race, or either
classification, geographical location, or education.” R.S. Davar states that “Grouping of buyers or
segmenting the market is described as 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.

 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.

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 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.


 Substantiality: It refers to the size of the various market segments

 Accessibility: To be an effective and successful segmentation, the segments should have the feature
of accessibility.
 Measurability: The main aim of market segmentation is measuring the changing behaviour patterns
of customers i.e. to recognise the change in behaviour of doctors towards the company product,
change in their prescription and prescription generated by them.
 Nature of demand: It refers to variations in demand among various market segments.
 Formulation of effective programmes: The market segmentation should be made in such a way that
effective programmes can be formulated for attracting and serving various segments.
 Difference in response rates: If various segments respond similarly to a marketing mix, there is no
need for developing a separate marketing mix.


The consumer market can be segmented on the basis of population, age, sex, income, education, occupation,
religion, degree of urbanization…. According to Philip Kotler, consumer market can be segmented on the

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basis of four variables – geographical variables, demographic variables, psychographic variables and buyer
behavior variables which can be illustrated with the following chart.


Availability of enough sources.
Characteristics of products.
Various stages of a product life cycle.
Marketing strategies of competitors.

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 aim its market
effort”. On the other hand, the term “ target marketing is one in which the seller distinguishes the major
market segments ; targets one or more of these segments and develops product and marketing programs
tailored to each selected segment.


 Evaluating the market segments
 Segment size and growth
 Segment structural attractiveness
 company objectives and resources
 Selecting the market segment
 Single segment concentration
 Selective specialization
 Product specialization
 Market specialization
 Full market coverage


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

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needs continuous routine information collected by monitoring middle men market research, studies from the
field. To motivate the doctors to prescribe Himalaya drugs gift are used by the company. Himalaya has a
facility for special 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.

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 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
 Undeveloped market like remote areas should be developed.
 More emphasis should be given on the products have seasonal demand, i.e. Cystone 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.


The consumers about the quality of the Himalaya drugs and effectiveness to establish a competitive
advantage as compared to the competitors.


 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 sale
 Special gift for core doctors
 Seasonal promotional activities
o Special promotional campaign on special occasion, focused on specific medicines
o As for example: World kidney day (11th March), Mother’s Day, etc.
o Sponsoring for special events
 Himalaya generally put emphasis on ethical promotion and marketing.

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 Company provide gift items to the doctors to keep them motivated for prescription.
 Segmenting core doctors for special emphasis on them.
 Himalaya provides a list of approx. 40 doctors to its all field executive.
 Field executives approach doctors for generating prescription from them.
 Marketing staffs segment doctors on the basis of prescription generated by them. They put special
concentration on the doctors by whom they get more sells, generally known as core doctors.
 Executives are also responsible for supply chain management, i.e. smooth and continuous supply of
products on the time.
 Delivery of product to the chemist smoothly.
 Supply of products on credit basis.
 Delivery of products through different distribution channels, wiz- whole sellers, chemist, druggist.
 Flexible price
 Personal rapport with the chemist.
 Ensuring regular and reliable supply of the drugs to chemist i.e. retailers.
 Seasonal and special offers to chemist, to make more margins for them.
 Improvement in the quality of different available products as a result of taking up quality assurance
programme at the manufacturing unit.
 Implementing the consumer awareness programme.
 Service to doctors and chemist, and redress of consumer and retailers (chemist) complains.
 Liberalizing the term for appointment of retailers (chemist), by increasing commission to them.
 Strengthening of marketing teams by including professionals and better supervision. Field executive
i.e. Medical Representative, Pharma Sales Officer, Business Manager and other senior executives
will be helpful in knowing the market condition and supervising the salesman.

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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 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 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 Dharamshala than from the large population which can be taken as representation
of the universe.

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 According to Crisp the fundamental idea of sampling is that, “If a small number of items or a whole
(called a universe 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.

The researcher has taken 50 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.

The researcher selected the sampling unit as respondents who are retailers or dealer of Himalaya at different
chemist stores of Dharamshala.

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.

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 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.

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


As survey is best suited for descriptive research the researcher gathered information directly from individual
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.

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


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Survey method helps in finding out information on attitudes, feelings, beliefs, past and intended behaviors,
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.


The methodology that been adopted during project report on Sales and Promotional Strategy of Himalaya is
mainly based on the following procedure:


2) Observation

3) Personal Contact

1. Survey Methods:

Under this method a questionnaire was prepared and handed over to about 50 (fifty) respondents who were
given liberty to fill the questionnaire as they feel. The questions were mainly related with the problem
existing in marketing where the respondent has to just indicate their preference.

In the case of survey, I normally opted for Random Sampling.

2. Observation Method:

Under this method of marketing research, I personally contacted the chemist, dealing in the product of
Himalaya Drug Company, and tried to observe their actions or reactions on spot itself while dealing with
customers. I have verified and seen the prescription written by various doctors. I just watched the pattern of
selling of drugs under the brand name of Himalaya. Under this method I observed the doctor’s prescription
without revealing my identity, at several clinics and chemist stores.

3. Personal Contact:

Under this method of marketing research, I personally contacted the various druggist near several doctors
clinics and in posh areas and wanted to know the preferences of every product of the company. During this
process, I asked several questions verbally and come to know that they have very good impression for the
existing range of the product of Himalaya drugs, either prescribed by doctors or based on self-interest of

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During my survey at chemist stores I have asked verbal questions to some customers at those chemist stores.
Their opinion about the Himalaya was very satisfactory. Besides doctor’s prescription they opt for Himalaya
product based on their own interest. Besides Pharma product there was a good sale and market share of
cosmetic range of Himalaya. The Himalaya range of products are highly efficient and are effective in their


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
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 Dharamshala.

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Data’s were collected in the questionnaire format not on a 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 Dharamshala.

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The following question involves sampling

1. Should we take a census or a sample?
2. What kind of sample should we take?
3. What size should the sample be?
Steps in sample planning
Define Census vs. Sample
Sample size
Estimate cost of sampling
Execute sampling process

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, labor
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?

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1. Do you deal in Himalaya Product?

Response %

Yes 84

No 16

% Chemist




Interpretation: Among 50 chemists in the different area of my project region 42 chemist were selling
products of Himalaya Drug Company, and only 8 were not having the Himalaya product at the time of my
survey. This shows that Himalaya is highly reputed in Pharma sector, and it has good demand in the market.

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2. How do rate the Himalaya Drug Company?

Category %

Best in class 60

Good 18

Moderate 14

Not Good 8

Himalaya Rating




Himalaya Rating



Best in Class Good Moderate Not Good

Interpretation: 30 of the chemist has rated Himalaya best among the available Ayurvedic medicines, while
only 4 said that it is not good. The chemist who rated Himalaya not good are mostly in the rural areas. They
may say this because of low selling.

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3. How do you rate the product efficiency?

Category % Response

Best in Class 30

Good 28

Immediate Response 12

Slow Response 30

Product Efficiency




15 Series 1


Best in Class Good Immediate Slow Response

Interpretation: 15 of the chemists said that Himalaya gives good result in the long time, and its
effectiveness is good comparing to other competitors in the market. 15 chemists 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.

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4. Why do you like Himalaya product literature?

Category % Response

Easy to Understand 22

Highly Knowledgeable 20
Both easy to understand and
knowledgeable 36

Tough to understand 16

Not adequate knowledge 6

Product Literature
Product Literature



Easy to Highly Both Tough to Not adequate

understand Knowledgeable Understandable Understand knowledge

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

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5. Are you satisfied with the behavior of the Himalaya people?

Category % Response

Very much 72

Yes 20

Not Good 8

Satisfaction level with behaviour

Not Good
Very Much

Very Much Yes

72% Not Good

Interpretation: Most of the chemist i.e. 36 are highly satisfied with the behavior of representative of
Himalaya. Only 4 were not satisfied with the behavior 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.

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

Demand Type %

Prescription Based 60

Own Demand 18

Suggestion Based 22

Demand Type

20 Demand Type

Prescription Based
Own Demand
Suggestion Based

Interpretation: During the survey chemist told that more than 60% demand is based on the prescription
made by doctors, and 22% Himalaya were sold on the suggestion asked from the chemist itself by the

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7. What is the demand of product?

Demand of Himalaya %

High Selling 30

Low Selling 16

Average Selling 54

Selling of Himalaya




Selling of Himalaya



High Selling Low Selling Average Selling

Interpretation: 27 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. 15 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.

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8. What are the products you deal mostly?

Product %

Liv- 52 36

Bonnisam 12

Cystone 24

Rumalaya Forte 28






20 Selling



Liv- 52 Bonnisam Cystone Rumalaya Forte

Interpretation: Chemist told that 36% was Liv-52 among the Himalaya drugs they sale. 28% was
Rumalaya Forte in the Himalaya group.

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9. Who is your closest competitor among these?

Competitor %

Dabur 36

Baidyanath 30

Zandu 30

Himani 04

Closest Competitor




Closest Competitor


Dabur Baidyanath Zandu Himani

Interpretation: 36% of the chemist the told that Dabur is the closest competitor to the Himalaya. Only 4%
recommended Himani as the competitor for the Himalaya. Other two major competitor for the Himalaya is
the Baidyanath and Zandu.

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10. Show your satisfaction level of Himalaya with a comparison with its closest competitors?

Company Highly Satisfied Satisfied Neutral Dissatisfied

Himalaya 60 20 04 16

Dabur 70 10 05 15

Baidyanath 38 26 10 26

Zandu 24 50 06 20

Himani 16 10 60 14

Satisfaction Level


Highly Satisfied

30 Neutral


Himalaya Dabur Baidyanath Zandu Himani

Interpretation: The closest competitor to Himalaya is Dabur. 70% of the chemist are 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.

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11. Which age group is your effective customer?

Age Group % Customer

0 – 20 16

21 – 40 14

41 – 60 30

61 – Above 40

Classificationof customer based on the age

Classificationof customer based
20 on the age group
0-20 21-40 41-60 61-Above

Interpretation: According to the chemist customer asking for the Himalaya medicines are mainly in the age
group of 61 & above with a percentage of 40. Customers among the age group of 41-60 are on 2nd position
with a contribution of 30%.

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 84% of the chemist deals in the Himalaya product.

 60% of chemist recommend it best among the available Ayurvedic medicines.

 30% chemist told Himalaya is best in term of effectiveness than other available medicines.

 32% 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

 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.

 60% of the total sales for the Himalaya is made through the doctor’s prescription. 22% of the sale is
made through the chemist suggestion to their customer.

 54% chemist recommended Himalaya as a average selling medicine, while 30% 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. Cystone has share of 24%. 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 Himani as
the competitor for the Himalaya

 60% chemist was highly satisfied with their business of Himalaya, while in the case of Dabur 70%
was highly satisfied. This may be because of availability of more products within the Dabur range.

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 The most for the Himalaya products are within the age group of 61 & above with a share of 40%.
People of age group of 41 to 60 were also close with a share of 30%.

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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 Dharamshala only because of the chemist and doctor’s 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 consists few questions and answer session, so most of the people avoid it and
that’s why we get few wrong responses in the questionnaire.
 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.
 Questionnaire: Because of the busy schedule and fast life of the of the respondents, most of them do
not give the that is needed, so that affects the result as well as analysis.
 Secondary sources: Such as company data makes in favor of the company, so problem occurs.
 Personal visit to the chemist stores: This is also a good technique, but most of them don’t discloses
their sale unit and turn over because of the privacy.

The survey suffers from following limitations also:

1. Since the product under study was a health product i.e. medicine which requires a large sample to have a
correct study, a sample size of 50 respondents was too small for it. But time & money did not allow
researcher to have a large sample. And also, to manage a large sample would also be difficult by Researcher

2. Duration of study is also limited for further intensive study.

3. Most stress was given on primary data. As it was difficult to collect Secondary data from doctors &

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4. The sample selected is not purely random sample, but it is convenient so that the result of the survey
doesn’t have any high degree of statistical significance.

5. The results of the survey are based upon crucial assumption Like:
a. The respondents know the right answer to the question put to then.
b. They are willing to give the right answer.
c. Strictly based on the responses of the Chemist.
d. Difficult to ascertain the authenticity of their statement.

It is very difficult to influence and get right answer from old mentality chemist. Region i.e., Urban area
therefore the result are applicable to Dharamshala region only these findings may not have much relevance
in other regions of different from rest of the country.

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

 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.

 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.
 Himalaya can organize camps in the school or colleges for the general awareness about the
Ayurveda. This will make people aware about the benefits of Himalaya and motivate for the use of
Ayurvedic medicines.

 Himalaya should also enter in the surgical products. Because the demand of the surgical products is
increasing day by day. This will create a business base and market opportunity for the Himalaya. The
will surely get benefit of having a brand name.

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 Himalaya should also try to get opportunity in the general medicines, i.e. fever, pain, etc. People
having interest in Ayurveda will get a good option for themselves and company will have a great
customer base.

 Himalaya should take suggestion from the doctors’ side for the new medicines in Doctors Meet
Programme (DMP).

 Himalaya can sponsor the programmes which are directly related to doctors, or which serves the
doctors. This will motivate them and make them to feel good towards the Himalaya. Eg- Lions club,
Rotary club, etc.

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Himalaya Drug Company is the oldest Ayurvedic drug manufacturing company in the India. It deals in both
Pharma and FMCG (cosmetics) both. In the available Pharma range Himalaya is the most reputed company.

Himalaya mainly beliefs and engage in ethical promotion to doctors. It helps executive to motivate doctors
for 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 competitor’s 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, Cystone, 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 favor. 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 for having gained this superb popularity,
excellent impression and magnificent image among the Ayurvedic medicines was a wonderful
experience working on this project and I highly appreciate my faculty members for motivating me for doing
my best. I wish Himalaya Drug Company to be crowned as the King of the Market and much

There is always a room for improvement

Besides all the above suggestions, I would like to add that the modern methods of international standards
should be adopted for reducing the manufacturing cost of the products, transportation cost and a wide
publicity be given, to boost the marketing strategy. In manufacturing and marketing such an important
product like Ayurvedic medicines where a high risk of human health and hygiene is concerned, there cannot
be a hard and fast line drawn as limit. The most you can the best you do.

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Page 54

 Marketing Management: Philip Kotler

 Marketing Research: B.S. Goel
 Marketing Management: Saxena Rajan
 Marketing Research: Memoria & Memoria
 Marketing Management: Kumari Ramaswamy Nama
 Marketing: Gandhi J.C.
 Sales Management: Cundiff, Still


 Business World
 Company Journals
 Pioneer
 Himalaya’s Diary
 The Economic Times
 The Financial Express
 The Hindu
 The Times of India


 Google
 Wikipedia

Page 55

Page 56

Dear sir/Madam,

I’m Shubham Sood, undergoing BBA in Government P.G. College Dharamshala. As a part of
BBA program of study I’m Carrying out a project entitled” SALES AND PROMOTIONAL STRATEGY
OF HIMALAYA DRUG COMPANY”. Concerning this I request you to give your direct, real Opinion for
the following questions. Hereby I declare that the facts collected through this permitted opinion poll will not
be disclosed.

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NAME-__________________ AGE-____ GENDRE-_______

1. Do you deal in Himalaya Product?

(a) Yes (b) no

2. How do you rate the Himalaya Drug Company?

(a) Best in class (b) Good

(c) Moderate (d) Not good

3. How do you rate the product efficiency?

(a) Best in class (b) Good

(c) Immediate response (d) Slow response

4. Why do you like Himalaya product literature?

(a) Easy to understand (b) Highly Knowledgeable

(c) Both easy to understand & knowledgeable (d) Tough to understand
(e) Not adequate knowledge

5. Are you satisfied with the behaviour of the Himalaya people?

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

6. What is the mode of demand made by the customers for Himalaya drugs?
(a) Prescription by doctors (b) Own demand by the customer
(c) Suggestion by chemist

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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

9. Who is your closest competitor among these?

(a) Dabur (b) Baidyanath

(c) Zandu (d) Himani

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

Competitors Highly Satisfied Neutral Dissatisfied


11. Which age group is your effective customer?

(a) 0 – 20 (b) 21 – 40

(c) 41 – 60 (d) 61 and Above

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Suggestions if any: ___________________________________________________________


Thank You for your kind co-operation.

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