8/10/2019 Team Gladiator

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TEAM GLADIATOR MEMBERS: Achyut, Arun and Preet

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Marketing & distribution Strategy for brand Sri Sri Ayurveda in India

Ayurvedic medicine and FMCG industry in India

Market size and Growth Challenges and Opportunities Consumer perception

Indian Market: Estimated as Rs. 4205 Crores

Export of ayurvedic drugs and allied herbal

products is estimated as Rs. 440 Crores

Potential by 2020: Estimated as 7000 Crores

Ayurveda is predominant along Indias

traditional health system. It runs parallel tothe modern health care sector and has a

seventy percent share of formal medicine

market

Source: EXIM Bank report

Availability of quality raw materialand lack

of documentation for ayurvedic

medicines

Ayurveda is more inclined towards

prevention of diseases and relatively less

towards cure

Lack of awareness and misconceptions

among people

Comparison of Young Population and Purchasing Power

Ayurveda is considered as very slow

process of recovery from diseases

People perceived it as a treatment having

no side effects

Ayurveda is always considered as

secondary option, reliability factor is low

Not a viable option in case of emergency

and acute disease

Biscuits Categorys Strong Performance

Challenges impending entry into rural and urban India Sri Sri Ayurvedaspositioning in India:

High Distribution Costs - relatively higher distribution costs Lack of

Awarenesspeople do not know about the benefits of Ayurveda

Availabilitylack of distribution channel

Lack of Quality Research - limited data and affecting decision making

Low awareness level

No Points of difference in SSA products

Insignificant market share in Indian ayurvedic medicine

sector

Approach:

PositioningAreas to consider: Competition:

Need-Gap: identify gaps in the market and cater to unmet demand

Substance: develop positioning based on companyscapabilities

Competition: create long term positioning inimitable by competitors

Communication: resonance with target market & media viability

Profitability: assess the level of sales that can be achieved with the

positioning and develop cost effective marketing mix

Ayurvedic medicine sector: more than 35+ companies

Homeopathy: competition from homeopathy sector

FMCG sector: Big brands already have penetration into

rural and urban market

Marketing and Distribution Strategy:

Objective Audience Message Tools Resources Timelines

To enhancesales of SSA

products

Project Roadmap:

Define target

audience after

segmentation

Develop ContentFor

Value proposition

Select mediachannels whichmaximize reach

Allocate budget

for different

channels

Plan phases wise

implementation

Market Analysis:

Forecast demand

Assess trends &

growth opportunities

Segmentation &Targeting:

Redefine to suit

Middle East Nations

Study demographic &

Socio-economic profile

Consumer Behaviour:

Analyze buying

patterns, preferences

Study the influence of

culture & attitudesCompetitor Analysis:

Determine critical

success factors

Establish competitve

frame of reference

Need-Gap Analysis:

Understand consumer

perceptions of brands

Discover unfulfilled &

latent demandsPositioning:

Develop unique value

proposition

Design message &

creative strategy

Media Channels:

Design media mix for

reach & awareness

Budget Allocation:

Estimate media cost

to achieve set targets

Implementation:

Recommend

execution strategy to

build brand Britannia

Secondary Research using databases,

research reports & journals

Primary Research using in-depth

personal interviews & surveys

Data Analysis using Perceptual

Mapping & Conjoint Analysis