The main objective of the project is
project clearly makes us understand the fundamental concepts laid in a
sunrise sector that could give shine of survival for the Indian Phrama
industry that is getting burnt of their
fingers from the Product Patent Regime of The WTO
Hence the project is laid to focus on this leveraging
sector which is the only exception for the patent regulations and
concentrates on the branding aspects of the
same so as to make a big foot both in the areas of core
therapeutic segments as well as the FMCG segment.
The project does not get into technical details and mainly takes into account of the core marketing concept of branding and
brand building, the heart of the subject called marketing communication.
BASICS OF AYURVEDA*
AYURVEDA- A COMPLETE SCIENCE OF LIFE
principles of Ayurveda are an invaluable link to
understanding, in detail, naturally healthy living.
People everywhere are realizing the importance and benefits of taking
personal responsibility for one's own well being, making Ayurveda the
perfect system of health knowledge for
WHAT IS AYURVEDA?
Ayurveda literally means "science of life and longevity." and is considered to be the traditional system of medicine of India.
is a science in the sense
that it is a complete system. It is a qualitative,
holistic science of health and longevity, a philosophy and system of
healing the whole person, body and mind.
The origin of this
system goes back to a far past, in which
philosophy and medicine were not separated. Therefore,
philosophical views have strongly influenced the Ayurvedic way of
SOME OF THE COMMON HERBS USED IN AYURVEDIC TREATMENT
Vekhand (Sweet Flag)
Kashtha (Galanja Grand)
*Ref. From www.herbalindia.com,www.ayurveda.com
CONCEPTS OF BRANDING*
WHAT IS BRANDING?
Branding is the foundation of marketing and is
inseparable from business strategy. It is therefore more than putting a
label on a fancy product. Nowadays, a corporation, law firm, country,
museum, hospital, celebrity, and even you in your career
can be considered as a brand.
As such, a brand is a combination of attributes, communicated through a name, or a symbol, that
influences a thought-process in the mind of an audience and creates value.
branding is deeply anchored in psycho-sociology, it takes into account
both tangible and intangible
attributes, e.g., functional and emotional benefits.
Therefore, those attributes compose the beliefs that the brand's
audience recalls when they think about the brand in its context.
The value of a brand resides, for the audience, in the
promise that the product or service will deliver. Clearly, a brand can
recall memories of a bad experience. The value for the audience then
would be to
avoid purchasing that brand.
the perspective of the brand's owner, the value of the brand often lies
in the security of higher
future earnings, but may also be assessed in terms of
votes for a politician, career for an executive, foreign direct
investments (FDI) for a country, etc.
Brand management then becomes the organizational
framework that systematically manages those customer-centric processes.
It aims at gathering intelligence, allocating resources, and
delivering the brand promise over time at each
contact-point with the customer.
*Ref. From www.estrategicmarketing.com
The big names in the ayurvedic drug industry are as follows,
Some of the most commonly known Indian herbal brands are as follows
MARKETING ANALYSIS OF BRANDED HERBALS
herbal drug industry in India and at the international level mainly
targets the population of all the ages and profiles. The branded drug
industry being at the central part of consumer's interest
concentrates more on the new generation ailments and
brings about customized dosage forms.
BRAND POSITIONS *
of the herbal drug players' potions themselves as the best providers of
quality natural products. Thereby we find that main, positioning
attribute found in this industry is
The following are the brands and the brand positioning statements of 4 leading brands of Indian herbal drug industry.
Himalaya Herbal Healthcare
Dabur India Ltd
Emami Group of Companies
Cholayil Pharma Pvt Ltd
*Source: From the websites of the respective companies
HIMALAYA HERBAL HEALTHCARE
POSITION: Purity of Nature (Quality of Product) and Promise of Good Health (Benefit)
Leaf that forms the crossbar of the letter evokes focus on herbal
healthcare. The teal green of logo represents proximity to nature, while
orange is evocative of warmth, vibrancy of
commitment to caring. The logo is accompanied by high
quality that has always been the Himalaya hallmark, which carries with
it the promise of good health and well-being.
DABUR INDIA LTD
: Protection (Benefit), & Traditional and Trust worth (Culture & Lifestyle)
The tree, a symbol of nature, is indelibly regarded as a provider of
shelter, food and
protection. On a metaphysical plane, the tree is
regarded as sacred, trustworthy and a symbol of fertility. The new Dabur
identity retains these enduring and valuable attributes, while it adds a
healthy and holistic dimension to the tree.
EMAMI GROUP OF COMPANIES
CHOLAYIL PHARMACEUTICALS PVT LTD
POSITION: Ayurvedic Beauty & Healthcare ( Benefit )
Promotional Activities of the Brands
Means of Activities
Main Sub Brand:
Mass Media Appeal: TV
and Business Magazines
2.Huge Hoardings announcing the change in position from Ayurvedic healthcare to Beauty care
2.PR in Chemist Retails