IILMA project report on: MDP, MRP on Chawanpraksh

Submitted by: Annu Gupta

Submitted to:

Date:

ChyawanHistory

History Of Chyawanprash

According to Mahabharata Chyawan was one of the eight son of Bhrigu and Puloma, he was physically weak due to his premature birth and he has enjoyed the status of being the only divine son of Puloma. Maharashi Chyawan married King Sharyati’s daughter Sukanya at an old age. Sometime after the marriage, the twins Ashvini Kumaras came to the hermitage of saint Chyawan and offered him a medicine after the use of which the saint regained his youth. That drug was named as ‘Chyawanprash’ after the name of Chyawan; thus it is a divine preparation.

Times have changed and Chyawanprash is now more easily accessible than ever. Dabur Chyawanprash strictly follows the recipe that was laid down centuries ago and its magical properties still remain the same.

ChyawanPrinciples

Holistic Healthcare

The principle of Dabur Chyawanprash

Ayurveda looks beyond individual symptoms into the total human system…the sharir (body), manas (mind) and atma (soul).Ayurveda recognizes three basic forces or elements that control that control all physical and mental processed. Vita controls moments within the body. Pitta controls digestion and all biochemical processes. Kapha controls the tissue fluids, cell growth and firmness of the body. Imbalance of three forces causes illness. Ayurveda prevents imbalance or restores balance.

Ayurveda sees the totality of a human being as a dynamic balance of myriad related, often contradictory, elements in motion. Looks for clues not only in the body, but in behaviour patterns, moods and thoughts. It seeks to allay symptoms by correcting the total balance, not attacking individual symptoms.

True. Ayurveda cannot compete with modern science in many emergencies. But in an environment of over-drugging, chronic and degenerative ailments, new viruses and super bugs outstripping new cures. Ayurveda does promise real long-term benefits. Sometimes as substitutes, sometimes as effective support therapy and preventives, at a negligible social cost.

ChyawanSeasons

Round The Year Protection

Dabur Chyawanprash - the immunity-builder, does something unique. It strengthens the body's own defense mechanism. Thereby building up resistance and giving your body the inner strength to fight and win its own battles against stress and infections. It gives physical, emotional and spiritual balance which gives you the confidence to take life head-on.

Bad health knows no season; it can strike you anytime of the year, be it summer, winter spring or autumn. Dabur Chyawanprash strengthens your immunity system and protects you all year long. There prevail many apprehensions and myths about its usage, one of which is regarding its usage during non-winter months. Study shows that the effects of Chyawanprash on the general health status remain positive throughout the year.

BENEFITS

This Luxury Chyawanprash is a pure and natural Ayurvedic rejuvinative health tonic and a natural antidote to the stresses of modern life, which is carefully made using a special selection of as many as 47 high quality, natural ingredients such as fruits, herbs and spices, including Amla (Indian Gooseberry), one of the most potent sources of Vitamin C.

We believe that our Luxury Chyawanprash is the purest, finest quality and tastiest Chyawanprash in the world.  Just one spoonful and you will be convinced how good our Chyawanprash is.  It just is that much better...you can taste the difference!

Chyawanprash has been used for thousands of years to revitalise the mind and body as well as to strengthen the immune system from within, by cleansing the body and drawing out toxins, promoting good digestion, promoting healthy functioning of the heart and liver and nourishing the lungs. It harmonises all the systems in the body hence the formula has beneficial qualities for everyone.

It is a "must-have" food supplement that is not only good for you, but tastes great too! It is prepared in accordance with a special Ayurvedic formulation in a process lasting several days, so that its beneficial effects are maximised.

Dabur Chyawanprash the trusted name for your entire family's health & happy living."

Dabur Chyawanprash has anti-oxidant properties & strengthens your body's internal defense mechanism, the immune system. Thereby protecting you from everyday infections, cough, cold & stress etc.

Contains :

VishwastAmla, Ashwagandha, Hareetaki, Dashmul, Ghrit and severalother herbs and herbal extracts.

SpecialVishwast fortified with additional health beneficial herbs like Keshar, Akarkara etc.

Dabur Chyawanprash - The Health Giver

Derived from 2500 year old Ayurvedic formulaTotally chemical-free, natural and safePowerful combination of herbs and plant extracts in a base of Amla

     fruit pulpRefined by Dabur to provide traditional goodness with best qualityReinforces the immune system & helps fight diseaseTrusted health provider of a majority of Indian households

Usage: 

Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jam. It can be taken directly or in milk and as bread spread. In all cases its therapeutic properties have proven to remain stable and active.

Dose: 1-2 teaspoonful

CHYAWANPRASH: ANCIENT INDIAN ELIXIR

From With inputs from Manoj Sadasivan

EVERYDAY AYURVEDA & YOUR WELL-BEING

Chyawanprash is a comprehensive herbal tonic with multiple health benefits, prepared according to an ancient Ayurvedic formula. Used by people around the world today, and especially in India, it is a proven energizer, immunity booster and pre-emptive tonic.

History, Myth & OriginIt is believed that the formula of Chyawanprash was discovered by the sage Chyawan. He was the first to prepare this tonic, and used it to regain his own youth and longevity. Charak Samhita, the ancient Ayurvedic treatise written by sage Charak in the 4th century BC, contains the first historically documented formula for Chyawanprash. According to this ancient text, Chyawanprash is "the foremost of all ‘rasayanas’ or herbal formulations.

A Proven RecipeThis unique ‘jam’ is a mix of 49 powerful ayurvedic herbs with ‘amla’ (Indian gooseberry) as the base.

The other ingredients in this traditional recipe include ashwaganda, pippali, cardamom, nutmeg and cinnamon in a base of clarified butter and honey. This magic elixir is good for all, irrespective of age and gender, and creates a harmonious synergy in the body leading to better metabolism. Here’re some specific health benefits of Chyawanprash.

Digestive and Immune SystemChaywanprash's basic ingredient amla has 30 times more vitamin C than orange and helps in strengthening the immune system and expediting the healing process. Regular intake of chyawanprash strengthens digestion, absorption and assimilation of food and balances stomach acids.

Heart and BrainThe perfect blend of Ayurvedic herbs acts as a cardiac stimulant and helps in smooth functioning of the heart. Chyawanprash nourishes the brain cells by supporting the nervous system and enhances co-ordination and memory power. The tonic is good for students as it increases retention and recall.

Lung, Liver and KidneysThe smooth functioning of the lungs is facilitated by the regular intake of chyawanprash. Moisture balance is maintained in the lungs and gives new energy to respiratory system. Chyawanprash helps purify blood and invigorates the liver and helps to eliminate toxins. It helps the downward flow of energy in the body and eases constipation. Apart from these, the herbal jam eliminates wastes from the body without overworking the urinary system.

Other BenefitsThe holistic traditional formula of chyawanprash improves skin complexion, glow and fights dermal bacterial infection. It promotes hair growth and helps absorption of calcium resulting in strong bones and teeth. It is especially good for alleviating cough and asthma. The anti-oxidant properties of the tonic act against the ageing process and maintain youthfulness. Chyawanprash enhances fertility, keeps menstruation regular and helps to overcome difficulties in conception. It also improves muscle tone by enhancing protein synthesis effectively.

The age-old Chyawanprash is regarded as an all-embracing herbal health tonic by one and all, and has become an indispensable part of a healthy family.

Revitalising the `prash'

It's meant to rejuvenate, but the chyawanprash category is in great need of rejuvenation itself.

BREATHING life into chyawanprash seems to be the agenda of FMCG majors Dabur and Emami. The sector witnesses action usually only in winter when the sales of this ayurvedic food supplement touch a peak.

From aggressive marketing campaigns to introduction of newer variants to lure the younger generation into consuming it, the segment has seen it all.

Chyawanprash has its roots in many mythological stories, the most popular being the one in which a sage called Chyawan recovers from his illness by consuming `prash', which essentially means food.

Though Indians traditionally have been believers in such stories, selling the concept today is proving to be a challenge for FMCG companies. Hence, they have taken it upon themselves to rejuvenate the prash.

Dabur and Emami have embarked on a star-studded marketing campaign to draw attention. Both launched new variants within weeks of each other and hope their R&D will come to their rescue.

So, what makes the market so lucrative?

Chyawanprash, is perceived as an immunity booster and energiser to be consumed in winter, has managed to penetrate just four per cent of the population. According to ORG, IRS and other estimates, the market has remained static over the past few years, and companies are realising the need to tap the over-30 years group, which forms nearly 33 per cent of the population.

"Though new players have launched high-decibel advertising, the category needs to be revived as it reaches only around six lakh households in India today," says a market analyst. All players, including the market leader, are trying to create some excitement around the product, which constitutes a Rs 300-crore segment, he added.

Dabur, the market leader, recently launched `Chyawanshakti' - claimed to be an innovative variant of Dabur Chyawanprash. It is targeted at the 30-50 age group which suffers from stress, and at those in need of energy, said a company spokesperson. Dabur, with a 66 per cent market share(AC Nielsen Retail Audit), has witnessed a steady growth, from 60 per cent in 2002-03.

Says Devendra Garg, Vice-President (Marketing), Dabur India Ltd, "This launch will give the necessary impetus to the category by tapping a new segment of users." He attributes the growth to Dabur's "deep-rooted understanding of Ayurveda, and its ability to introduce innovative products suiting consumer needs."

The launch of Dabur Chyawanshakti (claimed to be a mix of 47 herbs and other natural ingredients such as adraksha, ashwagandha and kesar), Mr Garg says, reiterates the company's commitment to consumers by providing them a wider choice.

Following close on its heels, Dabur's competitor Emami is test-marketing a newer variant of its Sona Chandi Chyawanprash, which contains dry fruits and saffron. It aims to make Sona Chandi a Rs 40-crore brand by the end of 2005-2006. The Emami Chyawanprash brand is growing at 8 per cent, despite its market share declining over the years from 13.5 per cent in 2002-03.

Says Manish Goenka, Director, Emami, "We initiated branding of the Chyawanprash segment by giving it an identity - Sona Chandi. Since then, there has been growing competition; and to distinguish ourselves, unique strategy and innovation is necessary."

The company has been launching several variants such as its summer formulation, Amritprash. It is thinking of marketing other variants in the coming year.

As Chyawanprash is primarily consumed during winter, Emami is trying to change this habit with its Amritprash. Elaborating on its performance, Goenka says, "I am not completely satisfied with its performance, but we have to give it time as it is a new concept all together."

Aggressive marketing campaigns have been launched to revamp the category, with the companies roping in Bollywood actors and cricketers. Between Dabur and Emami, five celebrities endorse the Chyawanprash brands.

Dabur has spent around Rs 10 crore on its advertisements starring Amitabh Bachchan and Vivek Oberoi, while Emami has spent Rs 9 crore on its commercials featuring Sunny Deol, Saurav Ganguly, Dharmendra and Shah Rukh Khan.

"The road ahead is not easy for Emami. Competition from Dabur Chyawanprash will be an uphill task to overcome," say analysts.

Emami recently set up a facility for Chyawanprash production at Baddi in Himachal Pradesh; it plans to increase the distribution network through direct marketing.

Dabur too is not leaving any stone unturned. Its advertising campaign for Dabur Chyawanshakti is built around a thought called `Srijan' which "connotes the efficacy and relevance of the ancient ingredients in today's demanding lifestyle," said a company official.

In addition to a television campaign, an educative campaign involving print ads, consumer booklets and on-pack leaflets has been carried out.

While the companies battle it out in the open, there have been growing concerns over the high concentration of heavy metals in the ayurvedic medicines exported. Companies such as Dabur and Zandu have come under the scanner as some of their products have been found to contain high levels of heavy metal, US-based Hindu Press International reported, quoting MedIndia.

Consequently, the Government made the testing of all ayurvedic medicinal preparations mandatory. In addition, the drug manufacturers would also be required to specify the metal content on the display label in the package and a warning notice has to be included if the heavy metal usage is above the permissible levels.

Even as Chyawanprash manufacturers gear up to expand the niche market to include newer segments of the population, with newer marketing campaigns and high-profile

product endorsements, the debate over the "contentious ingredients" is not likely to die out soon.

Question 2:

Conversion of management problem into measurement question

Management problem: “Study of buying behavior of customer of CHYAWANPRASH”

Research problem:

To convert this management problem into research problem, first of all we need to

understand what is product and also need to know that what are the factor which can

be consider during purchase of CHYAWANPRASH .

CHYAWANPRASH is a everyday health tonic for no. of families in the country &

abroad. Moreover it is natural element based on ayurvedic concepts which crate no

side effects on the consumers. But it nourishes the inner being of human beings.

Moreover, in today’s world of increasing health consciousness, everyone is switching

towards natural & ayurvedic concepts. We can consider all this as the factor which

affect the buying behavior of CHYAWANPRASH.

If we analyze these factors than we can convert our management problem into

measurement question. For this purpose we need to prepare questions related to this

factors which can be measured in terms of numerical value and analyzed.

Question: 3

Analysis plan for questions

After collecting the data or fill up all questionnaire, the next task is to check all the

questionnaire and analyze them so that we can carry our result. To analyze all

questions, the following plan was designed.

Arrange all questionnaires

After completed survey, we have to arrange all questionnaires as per geographical

area, in each geographical area the questionnaires will be arranged in ascending

order. So that next task will be easy.

Error checking

Now, we have to check that is there any kind of mistake in the questionnaires, if the

mistake is found in any questionnaires than reject those questionnaires. Here the

probability of mistake will be less because the questionnaire is filled by personal

guidance of surveyor.

Get the answer of each question from all questionnaires in one page

After error checking, analyze all questionnaires. Write down the answer of each

question on separate document or spreadsheet in computer.

Use appropriate method of analyzing

Now, we can apply appropriate method for analyzing data. There are many method

or tools of analyzing as follow:

Sampling statistics

Chi-square test

Analysis of variance

Correlation

Regression

Discriminant analysis

Cluster analysis

Factor analysis and conjoint analysis etc.

Carried out final result

After analyzing data with appropriate method, we can carries out final result. For

example: for question “do you use CHYAWANPRASH ?” option is “Yes” or “No”. if we

get the answer like out of 10000 questionnaire, 7500 answer for yes and 2500 for no,

with the use of percentage method we can say that 85 % persons use

CHYAWANPRASH and 25 % don’t use CHYAWANPRASH.

Question: 4

Sampling plan

Population: Surat city

Population is the totality of cases that conform to some designated specification. The

total population of Surat city is around 40 lac,

Sample size: 20 family

This number was stated in the project proposal by the project guide.Hence the

process of selecting the samples was the only task left with the investigator rather

than deciding on the entire process of sampling which is below

Six-Step procedure for sample:

Define the populationDefine the population

Identify the sampling frame

Geographical area of Surat city

Identify the sampling frame

Geographical area of Surat city

Select a sampling method

Convenience sampling

Select a sampling method

Convenience sampling

Determine the sample sizeDetermine the sample size

Collect the data from the designated elements

Personal survey method

Collect the data from the designated elements

Personal survey method

Select the sample elements

Convenience sampling

Select the sample elements

Convenience sampling

Sampling frame

Sampling frame is the list of sampling unit from which a sample will be drawn; the list

could consist of geographic areas, institutions, individuals, or other unit. Here, the

sample is dividing according to geographical department of Surat city.

Sample method: convenience sampling

For this research project, the convenience sampling method is most suitable than

other, because here survey is done on families. For survey one can go to any home in

pre-described area, because generally most of the family uses CHYAWANPRASH.

Question 5:

Survey method

Method: personal survey in home survey

Reason

The project is to study buying behavior of customer while purchasing

CHYAWANPRASH , so there is need to collect primary data, there is no more

secondary available for this project. For this survey it is necessary to meet families

personally and fill up the questionnaire.

Families were contacted instead of individuals because today entire families have

become brand conscious & at the same time health conscious. Moreover . likes &

dislikes of the family are more important than those of the individuals. It is usually

seen that products like CHYAWANPRASH are given as a health tonic for everyday

revitalizing the inner being & usually more preferred by mothers to nourish their

children. As a matter of this fact, while contacting families it was made sure that

women member of the family was also included in the survey process.

DETAILED ANALYSIS OF QUESTIONNAIRE

Q-1 DO YOU CONSUME CHYAWANPRASH?

ANALYSIS :

This question was aimed at identifying those respondents who use or not use the

product so as to have a clear picture of the buying behaviour of the consumers. If

they don’t use than what could be the reasons for that can be found out

The result was 100 % as all the respondents contacted used “CHYAWANPRASH”

Q- 2 Which brands are you aware of ?

ANALYSIS :

This question was aimed at identifying the brand awareness of the respondents

because it happens many times that the respondents use only one brand due to its

image or publicity. This was quite evident in the survey that mostly respondents were

able to recall the brands of DABUR, SONA CHANDI & HIMALAYA .

RESPONDENTS WERE ENCOURAGED TO GIVE MORE THAN ONE REPLY SO AS TO

KNOW THEIR AWARENESS SET.

Q- 3 : Which brand do you consume?

ANALYSIS:

As all the respondents were consumer of either brands of CHYAWANPRASH this

question was aimed only on the user of the product. Hence , it response gives a

shocking revelation that people are not brand loyal. They switch on to different

brands depending upon the offers , scheme & ingredients. Moreover, it was observed

that the same family used two or more brands of CHYAWANPRASH . BUT OVERALL

THE BRANDS OF DABUR & HIMALAYA ARE LEADING AS COMPARED TO OTHERS.

Q-4 : Ranking of Brands as per the following characteristics.

PRICE

QUALITY

ADVERTISEMENT

AVAILABILITY

PACKING

ANALYSIS:

Again this question was asked in order to verify the accuracy of the previous

question, as here also Dabur & Himalaya ruled the survey . mostly the respondents

viewed Dabur as most premium brand due to its presence in the market for years.

Q-5 : Which of the seasons do you consume CHYAWANPRASH?

ANALYSIS:

This question was aimed at recognizing the preferable season when people like to

consume the product. This was asked so as to provide an input the companies about

the likely season for their brand promotion purpose. It was almost 50-50 position

between the WINTER season & the WHOLE YEAR.

Q- 6 Reasons for consuming chyawanprash?

ANALYSIS:

This question was aimed at gaining the knowledge about the purpose for consuming

the product. About 80 % respondents agreed with Daily Health tonic & to prevent

cold. Rest also considered it as a means for strengthening immunity.

Q-7 : How frequently do you consume CHYAWANPRASH?

ANALYSIS:

About 70% of the respondents were of the view that they consume the product only

once a month or week. 10% said that they have no pattern for the same.

Q-8 : How do you prefer to eat CHYAWANPRASH?

ANALYSIS:

Respondents gave almost 60-40 response to this viz. with milk & without milk. But it

can be rightly deduced that people prefer to use the product more with milk which

give double nourishment to them

Q- 9 : Rate the following features of your preferred CHYAWANPRASH on the following

factors?

BRAND

THICKNESS

FLAKENESS

PRICE

PACKING

TASTE

HEALTH

INGREDIENT

ANALYSIS:

Brand name played a crucial rule rather than any other factor. Moreover, price &

health factors were few others which dominated the study.

Q-10 :

Advertisement of which of the following CHYAWANPRASH do you recall?

ANALYSIS:

This question was asked to judge the promotional impact of advertisement on the

mindset of the respondents. Dabur again ruled this question as it has employed

superstar AMITABH BACHCHAN as its brand ambassador. Moreover, Himalaya was

another brand of which the respondents were aware of.

Q -11 : In which category do you fall in?

ANALYSIS:

This question aimed at understanding the brand loyalty of the respondents. The

response revealed that consumers are ready to switch to different brands even if

they are satisfied with their current brand

Q- 12 : Who in your family takes the decision about buying CHYAWANPRASH?

ANALYSIS:

This question will tell about the decision maker in the consumer buying process. But

the response was splintered or broken as it was family tradition to consume rather

than any one advice about it.

Q-13: From where you purchase CHYAWANPRASH?

ANALYSIS

This question will tell about the likely place of buying the product. It revealed that

65% respondents preferred to buy it from the retail stores.

Q- 14: Who in your family eat CHYAWANPRASH?

ANALYSIS:

Actual consumer must be identified so as to target them on time & with adequate

promotional mix. The response was between Grand parents & children, for whom the

entire family is health conscious.

Q-15: Will you switch brands if recommended by retailers or relatives?

ANALYSIS:

This question was asked to know the role of distribution channel in the buying

process of a consumer. Mostly the consumers were ready to switch brands as

recommended by the retailers.

Q-16: From where you get detail about new brands & schemes of CHYAWANPRASH ?

ANALYSISThis question was asked to identify the influencing factor in the buying

decision process. Retailers & T.V. dominated the response.