Industry Analysis of Branded Herbal Drugs


By
Ravi Shekar C
PGDM II-Marketing
Sadhana Centre For Management & Leadership Development (SCMLD)
Pune
E-mail:
c_ravishekar@yahoo.com
 


Objective

The main objective of the project is

    * To analyse the prospects of Indian Branded Herbal Drug Industry

        * To understand the fundaments of ayurvedic medicine
        * To identify the major players in the industry
        * To analyse the marketing aspects of branded herbal drugs namely
        - Target Segment of the Brand
        - Product Portfolio of the brand
        - Brand Position
        - Brand Promotional Activities
        * To update the information about the industry

Scope

The 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 regulation.

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

The 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 today's world.

WHAT IS AYURVEDA?

Ayurveda literally means "science of life and longevity." and is considered to be the traditional system of medicine of India.

Ayurveda 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 thinking.

SOME OF THE COMMON HERBS USED IN AYURVEDIC TREATMENT

Botanical Name

Ayurvedic Name

Acacia Concinna

Shikekai

Acorus Calamus

Vekhand (Sweet Flag)

Adhatoda Vasica

Adulsa

Alpini Galangal

Kashtha (Galanja Grand)

Aloe Indica

Korphad(Aloe wet)


*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, university, 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.

As 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.

From 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 consistently delivering the brand promise over time at each contact-point with the customer.

*Ref. From www.estrategicmarketing.com

MAJOR FINDINGS

INDUSTRY PLAYERS

The big names in the ayurvedic drug industry are as follows,

    1. Himalaya Drug Company
    2. Dabur Pharmaceuticals
    3. Emami Drugs
    4. Baidyanath Herbals
    5. Pankajakasturi Pharmaceuticals
    6. Cholayil Pharmaceuitcal Pvt Ltd
    7. Zandu Pharmaceuticals
    8. Amrutanjan Chemicals
    9. Unjha Ayurvedic Pharmacy
    10. Solumins Herbal Drugs
    11. Bajaj Consumer Care Etc

Some of the most commonly known Indian herbal brands are as follows

    1. Himalaya
    2. Dabur
    3. Baidyanath
    4. Zandu
    5. Vicco
    6. Colagate
    7. Medimix
    8. Bajaj
    9. Emami
    10. Pankajakasturi

    MARKETING ANALYSIS OF BRANDED HERBALS

    TARGET SEGMENT

    The 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 *

Majority 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

    * Naturalness (Quality)
    * Benefit received on the consumption of the drug.

The following are the brands and the brand positioning statements of 4 leading brands of Indian herbal drug industry.

S.NO

COMPANY NAME

BRAND/S

1

Himalaya Herbal Healthcare

Himalaya

2

Dabur India Ltd

Dabur

3

Emami Group of Companies

Emami/Himani

4

Cholayil Pharma Pvt Ltd

Medimix


*Source: From the websites of the respective companies

HIMALAYA HERBAL HEALTHCARE

POSITION: Purity of Nature (Quality of Product) and Promise of Good Health (Benefit)

EXPLANATION: 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

POSITION : Protection (Benefit), & Traditional and Trust worth (Culture & Lifestyle)

EXPLANATION: 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 fresh, healthy and holistic dimension to the tree.

EMAMI GROUP OF COMPANIES

    POSITION: Beauty Care (Benefit)
    EXPLANATION: Emami, is a name synonymous with beauty care

CHOLAYIL PHARMACEUTICALS PVT LTD
POSITION
: Ayurvedic Beauty & Healthcare ( Benefit )


Promotional Activities of the Brands

Brand Name

Means of Activities

 

 

Himalaya Healthcare

1.Mass Appeal
Media: Televisions
Main Sub Brand:
Ayurvedic Concepts

 

2.Other Sources

 

Magazines: Pharmapulse
and Pharmabix

Dabur

Healthcare Segment:

 

Mass Media Appeal: TV
and Business Magazines

Medimix

1.Mass Appeal

 

2.Huge Hoardings announcing the change in position from Ayurvedic healthcare to Beauty care

Emami/Himani

1.Mass Appeal
2.PR in Chemist Retails


 


Ravi Shekar C
PGDM II-Marketing
Sadhana Centre For Management & Leadership Development (SCMLD)
Pune
E-mail:
c_ravishekar@yahoo.com
 

Source : E-mail August 28, 2005

 

 

 

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