Study for Decision Making - Zandu Chyawanprash

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Excerpts from the project:

EXECUTIVE SUMMARY
Markets are turning into corporate battlefields with each player fighting for more or less, the same target customers. Markets are cluttered with competitive product offerings that try to out perform each other in a race of gain increased market share.
The project entitled “A STUDY OF DECISION MAKING BEFORE THE PURCHASE OF ZANDU CHYWANPRASH” has been undertaken to ascertain the eating habits of the consumer. ‘How much do they consume in a day? What time they prefer to consume Chywanprash?’ It also includes the seasonal consumption and preference regarding the pack. Another important area of study was to analyse the factors people consider before buying the product.
For achieving the above objective, the process of Market research was adopted, where only consumers were included. A customer expects product and service in the form of performance, convenience and value.

Zandu, a household name, is one of the leading players in over-the-counter Ayurvedic health care segment with products including the popular Zandu Balm, and digestive tonic Zandu Pancharishta. In the personal care segment, the major product is the hair tonic Amla oil. Zandu Kesari Jivan is the market leader of Ayurvedic health care industry. The mission of Zandu is to propagate and promote the science of Ayurveda. Betterment of health with health products developed by research and knowledge gained from all over the world. To produce and market Ayurvedic specialties which are cost-effective, weigh high on quality and ensure customer satisfaction. To accomplish this Zandu has sharp focus on – Human resources. Zandu encourages the virtues of team spirit so that the employees have the opportunity to learn, grow and contribute to their own and organisational success.
Research and development facilities at Zandu are comparable to world wide standards. Using as many as 200 medicinal plants and their extract, Zandu produces a range of over 300 health promoting products. In fact, Zandu products hold the key to health and longevity. The products are manufactured at several up to date plants across the country. Zandu also has a wide range of ethical Ayurvedic formulations for malaria, diabetes, skin problems, arthritis, liver problems, etc. Zandu has century old understanding of natural products and Ayurveda.


The domestic Ayurvedic healthcare industry is around Rs10bn and is growing at 15-17% yoy. The industry is highly fragmented with more than 7,000 licensed manufacturers. Worldwide, the

Ayurvedic industry is a $3bn market and is slowly gaining acceptance as an alternative system of medicine and healthcare.
Zandu has received USFDA approval for conducting investigative clinical trials for a potential cure for Parkinson's disease, for which it already has a patent in India. Once approved in the US, the company plans to examine the option of assigning the marketing rights to an overseas company.
Zandu has also hired consulting firm A. F. Ferguson to work out a new corporate strategy for the company. The broad areas Ferguson is expected to advice on are new corporate strategy and management information. The consultant is also expected to advice on brand positioning. As part of its long-term strategy, Zandu is planning to expand its presence in the Ayurvedic personal care segment by launching herbal cosmetics & toiletries. The company also plans to launch 10-12 new products every year.
What is Chywanprash?
Chywanprash is a traditional Ayurvedic herbal jam made in a base of Amalaki fruit, a rich source of antioxidants. An excellent rejuvenate, it nourishes and strengthens the body, providing energy and vitality. In Ayurveda, Chywanprash is also believed to possess antistress properties. Chywanprash pacifies Vata, Pitta and Kapha Doshas. Medical science has confirmed that there actually is one underlying cause of over 70% of all disease….free radicals. These free radicals that are in the environment tear up the cells in our bodies and cause aging and disease. Chywanprash is the preferred antioxidant to fight free radical damage. Each serving of Chywanprash gives a potent, concentrated dosage of antioxidant effect in helping against environment damage.
 

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Excerpts from the project:

EXECUTIVE SUMMARY
Markets are turning into corporate battlefields with each player fighting for more or less, the same target customers. Markets are cluttered with competitive product offerings that try to out perform each other in a race of gain increased market share.
The project entitled “A STUDY OF DECISION MAKING BEFORE THE PURCHASE OF ZANDU CHYWANPRASH” has been undertaken to ascertain the eating habits of the consumer. ‘How much do they consume in a day? What time they prefer to consume Chywanprash?’ It also includes the seasonal consumption and preference regarding the pack. Another important area of study was to analyse the factors people consider before buying the product.
For achieving the above objective, the process of Market research was adopted, where only consumers were included. A customer expects product and service in the form of performance, convenience and value.

Zandu, a household name, is one of the leading players in over-the-counter Ayurvedic health care segment with products including the popular Zandu Balm, and digestive tonic Zandu Pancharishta. In the personal care segment, the major product is the hair tonic Amla oil. Zandu Kesari Jivan is the market leader of Ayurvedic health care industry. The mission of Zandu is to propagate and promote the science of Ayurveda. Betterment of health with health products developed by research and knowledge gained from all over the world. To produce and market Ayurvedic specialties which are cost-effective, weigh high on quality and ensure customer satisfaction. To accomplish this Zandu has sharp focus on – Human resources. Zandu encourages the virtues of team spirit so that the employees have the opportunity to learn, grow and contribute to their own and organisational success.
Research and development facilities at Zandu are comparable to world wide standards. Using as many as 200 medicinal plants and their extract, Zandu produces a range of over 300 health promoting products. In fact, Zandu products hold the key to health and longevity. The products are manufactured at several up to date plants across the country. Zandu also has a wide range of ethical Ayurvedic formulations for malaria, diabetes, skin problems, arthritis, liver problems, etc. Zandu has century old understanding of natural products and Ayurveda.


The domestic Ayurvedic healthcare industry is around Rs10bn and is growing at 15-17% yoy. The industry is highly fragmented with more than 7,000 licensed manufacturers. Worldwide, the

Ayurvedic industry is a $3bn market and is slowly gaining acceptance as an alternative system of medicine and healthcare.
Zandu has received USFDA approval for conducting investigative clinical trials for a potential cure for Parkinson's disease, for which it already has a patent in India. Once approved in the US, the company plans to examine the option of assigning the marketing rights to an overseas company.
Zandu has also hired consulting firm A. F. Ferguson to work out a new corporate strategy for the company. The broad areas Ferguson is expected to advice on are new corporate strategy and management information. The consultant is also expected to advice on brand positioning. As part of its long-term strategy, Zandu is planning to expand its presence in the Ayurvedic personal care segment by launching herbal cosmetics & toiletries. The company also plans to launch 10-12 new products every year.
What is Chywanprash?
Chywanprash is a traditional Ayurvedic herbal jam made in a base of Amalaki fruit, a rich source of antioxidants. An excellent rejuvenate, it nourishes and strengthens the body, providing energy and vitality. In Ayurveda, Chywanprash is also believed to possess antistress properties. Chywanprash pacifies Vata, Pitta and Kapha Doshas. Medical science has confirmed that there actually is one underlying cause of over 70% of all disease….free radicals. These free radicals that are in the environment tear up the cells in our bodies and cause aging and disease. Chywanprash is the preferred antioxidant to fight free radical damage. Each serving of Chywanprash gives a potent, concentrated dosage of antioxidant effect in helping against environment damage.

Hey friend, thanks for sharing such a nice article in decision making process of Zandu company. Well, it is going to help many people. I am also uploading a document where you can find more detailed information on decision making.
 

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