CHAPTER 1 INTRODUCTION

1.1 INTRODUCTION
In this age of competition every producer wants to capture the major share of the market. Branding is the management process by which a product is branded. It is a general term covering variousactivities such as giving a brand name to a product, designing a brand mark and establishing and popularizing it. A brand is name, term, sign, symbol, design or combination of these that identifies the maker or seller of a product on service. Brand equity is the intrinsic worth or value of the brand in the term of the kind of money that is a consumer is willing to pay for it in preference to its competitors. It refers to the value of the brand based on the extent to which, it has high brand locality, name awareness, perceived quality, showing brand association and other assets, such as parents, trademarks and channel relationships. It creates values for both customers and marketers. The brand and how the company builds that brand are among the most important aspects of the marketing efforts. Branding decision determines how the company is perceived by both present and future customers, what the products and service convey to the public, and can provide a competitive advantage in a saturated market. Establishing a strong brand is essential to building and maintaining a loyal customer base. Customers need to know why they should buy a products or service, what benefit they will obtain from using it, and how it will enhance their life. The associations they make with the brand, whether through perception or through action, strongly influence purchasing decision and impact a company's growth and profit margin. Marketing depends on managing the relationship between brand and the customer perception. Brand management helps as to understood this relationship and modify them in a positive direction. Brand equity is a method where both tactical and strategic marketing process can be positively influenced. Brand equity research examines both rational and emotional values of a brand. It provides knowledge and tool to the management need to make informed decisions about the brand and the perception of the brand in the market.

Brand equity measurement looks at the areas listed below. > > > > > Brand awareness and perception Brand Image Brand association Brand Loyalty Brand Perception Perceived quality of the products

The Indian market is today a melting pot where brands are fighting for survival. For a marketer it is important to know the factors that contribute to brand equity. It is equality important to understand the impact of competition on brand power. In language, life style, values, demography and culture no single brand can claim a loyalty, but also an essential tool to capitalize on total brand potential.

1.2 STATEMENT OF THE PROBLEM

Today most of the companied are customer oriented companies with their of wants and needs. Satisfying the wants and needs of the customer is both a goal and a marketing tool. In this age of competition, every producer wants to capture the major share of market. It is difficult to establish a brand and expense of advertising in the, initial stage is very high which raises costs. Brand equity is not only an indicator of customer's loyalty, but also essential tool to guide. The present study attempts to measure the brand equity of Nagarjuna Herbal Concentrates Limited Thodupuzha.

1.3 OBJECTIVES OF THE STUDY

The project study was conducted with 100 Ayurvedic customers to measure the brand equity of the major brands. To maintain a loyal customer base it is essential to know what the customers think about the brands, what are the qualities of the products and the major threats of the brand in their perception? The main objective of the study is to measures the consumer based brand equity for the major Ayurvedic brands in Kerala Market. For this attribute oriented approach is selected. 1. To study the profile of Nagarjuna Herbal concentrates LTD. 2. To study the brand equity of Nagarjuna Herbal concentrates LTD. 3. To measure the effectiveness of brand with respect to brand equity diamentions. 4. To give suitable suggestions.

1.4 RESEARCH METHODOLOGY

In order the measure the brand equity a discovery research has been conducted. In order to address the objectives lay down above a structured questionnaire was designed to consumer responses. In-depth interview was also conducted with managerial personnel to access the opinion about the category. Convince sampling method was adopted to access the opinion about the category. Convince sampling method was adopted for the customer study. A simple randommethod is used to get inference about the consumer's opinion. The area of study was Ernakulam DistrictThe sample size was 100 Ayurvedic customer, 100 houses were visited and conducted personnel interview to get the questionnaire filled.

To measure the brand equality? Consumer based Attribute oriented brand equity measurement method was used where the different attribute of the brand are listed down in the questionnaire and the customers are requested to rank in a 0-5 scple and total consumer equity was measured. Research means search for knowledge. Research is defined as a Scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation The Advanced Learner's Dictionary of current English Lays down the meaning of research as "a careful investigation or inquiry especially through search for new facts is any branch of knowledge. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done systematically. In it the researcher study the various steps generally adopted by a researcher in studying research problem along with the logic behind them. It is necessary for the researched to know not only the research methods or techniques, but also the methodology. 1.4.1.Research Design: Descriptive Research 1.4.2.Sampling Technique Universe The total number of population is the universe of the study. Here the universe of the study was the customers of the NAGARJUNA IN KERALA STATE. Sample Frame The sample was framed by the customer list obtained from the company Hosital. Sample Size The sample size considering the nature and importance of the problem was fixed as 100, Sampling method For the study, simple random sampling method was used. 1.4.3.Process of Data Primary Data The primary data are those data which are collected by the investigator for the first time. The primary data was collected with the help of a survey using questionnaire. The investigator has also made a face to face interaction to get the exact data5 since majority of the respondents were illiterate.

Secondary Data The data secondary data are those which are already gathered, have been collected originally for some other purpose. The investigator collected data from the company files and various records. The investigations made use of number of books and papers on organizational culture. The data should also be collected from internet by the investigator. 1.4.4. Tools for analysis The data collected for the study was analyzed by the percentage method, Chi Square Test.

1.4.5 Limitation 1. The sample size only 100. 2. Respondent opinion may change over time. 3. Time period only 1 month

1.4.6 Chapterisation The report of the study is presented in 3 chapters. Chapter-Fist: Introduction It includes the introduction, statement of the problem, importance of the study scope and objectives of the study, types of research, sampling technique and limitation and assumptions of the study. Chapter-Second: Data analysis and interpretation This chapter includes the data analysis and interpretation.

Chapter-Three: Findings, Suggestions and conclusion This chapter includes the findings, Suggestions and conclusion of the study. APPENDICES: Questionnaire Bibliography Webliography

ASSUMPTIONS OF THE STUDY 1. The data given by the respondents are true and unbiased. 2. The data collected from various secondary sources are true.

1.5 REVIEW OF LITERATURE

Brand equity Brand is a name or symbol used to identified the source of a product when developing a new product. Branding is on important decision .the brand can add significant value when its well recognized and as positive association in the mind of the consumer this concept is referred to as brand equity Brand According to American marketing association a brand is defined as the use of name term symbol or design, or some combination of these to identify the product of a certain seller from those of competitors a brand identifies the product from

buyers. A seller can earn the goodwill and have the patronage repeated. Branding is the management process by which a product is branded it covers activities such as giving a brand name to a product, designing a brand mark and establishing and popularizing it. Brand makes it easy for consumer to identify products or services. It is a powerful instrument of demand creation and retention. Brand loyalty It is the act of selective repeat purchasing of a brand. Once a consumer has developed a brand loyalty, it is hard to change his attitude towards that brand. Brand switching Brand switching can be defined as the changing of consumer preference and use from one brand to another brand of a product quality, price etc. Brand equity

Brand equity is an asset. Brand equity refer tot the power of brand in the market place. A powerful brand has high brand equity and customers will stick to that brand. A weak brand has less brand equity and customer major contributor to customer equity. The proper focus of marketing planning is to extend customer life time value, with brand management serving as a major marketing tool.

Strength of brand equity to a company Strong brand equity offers the following advantages to a company. The company will have more trade leverage in bargaining with distributors and retailers and because customers accept them to carry the brand. The company can charge a higher price than its competitors because the brand carries high perceived quality. The company cans more easily launch extensions because the brand name carries high credibility. The brand offers the company some defense against price competition.

The brand equity concept has been mentioned in more than one of the previously analyzed models. But what exactly is brand equity? Brand equity, as first defined by Farquhar (1989), is the added value with which a given brand endows a product (p. 24). Apart from Farquhars first definition of brand equity, other definitions have appeared. According to Lassar, Mittal, and Sharma (1995), brand equity has been examined from a financial (Farquhar, Han, and Ijiri 1991; Simon and Sullivan 1993; Kapferer 1997, Doyle 2001b), and a customer-based perspective (Keller 1993; Shocker, Srivastava, and Rueckert 1994; Chen 2001). In other words, financial meaning from the perspective of the value of the brand to the firm, and customerbased meaning the value of the brand for the customer which comes from a marketing decision-making context (Kim, Kim, and An 2003). Brand equity has also been defined as the enhancement in the perceived utility and desirability a brand name confers on a product (Lassar, Mittal and Sharma 1995, p.

13). High brand equity is considered to be a competitive advantage since: it implies that firms can charge a premium; there is an increase in customer demand; extending a brand becomes easier; communication campaigns are more effective; there is better trade leverage; margins can be greater; and the company becomes less vulnerable to competition (Bendixen, Bukasa, and Abratt 2003). In other words, high brand equity generates a differential effect, higher brand knowledge, and a larger consumer response (Keller 2003a), which normally leads to better brand performance, both from a financial and a customer perspective.

Keller (1993) introduces the Customer-Based Brand Equity (CBBE) model, which approaches brand equity form the perspective of the consumer -whether it be an individual or an organization (Keller 2003a, p. 59). The model is based on the premise that the power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time (p. 59). He defines CBBE as the differential effect that brand knowledge has on consumer response to the marketing of that brand (p. 60), which emerges from two sources: brand awareness and brand image. According to Keller (2003a), brand awareness consists of brand recognition the consumers ability to confirm prior exposure to the brand when given a brand as a cue (p. 67)- and brand recall -the consumers ability to retrieve the brand form memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as cue (p. 67). On the other hand, brand image is created by marketing programs that link strong, favorable, and unique associations to the brand in the memory (p. 70). These associations are not only controlled by the marketing program, but also through direct experience, brand information, word of mouth, assumptions of the brand itself -name, logo-, or with the brands identification with a certain company, country, distribution channel, person, place or event.

WalfriedLassar, Banwari Mittal, Arun Sharma, (1995) "Measuring customerbased brand equity", Journal of Consumer Marketing, says that Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates

in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer-based brand equity has been lacking. Presents a scale to measure customer-based brand equity. The customer-based brand equity scale is developed based on the five underlying dimensions of brand equity: performance, value, social image, trustworthiness and commitment. In empirical tests, brands that scored higher on the customer-based brand equity scale generally had higher prices. Discusses the implications for managers. Kevin Lane Keller (Jan., 1993)Journal of Marketing says that A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

1.6 INDUSTRY PROFILE

ABOUT AYURVEDA Auirveda the knowledge of the life and longevity has a history as long as human civilization. Ayurveda is a system that prevented 5000 years ago. Ayurveda is a Sanskrit word which means science of life. It is India,s timeless gift to mankind. The different types of treatments like allopathic treatment, homeopathic treatment etc. Among the different systems, Ayurveda focuses on the general health and life of the individuals. The treatment is the most means removing the root cause. Ayurvedic treatment does not mean suppressing the main symptoms and creating some new ones a side effect of the main treatment.

AYURVEDA IN KERALA The mythology says that Kerala has reclaimed from the sea by the great sage Prasurama. Then he brought sixty-four Brahmin families from other parts of India and gifted them the land so reclaimed. Among them eighteen families were versed in Ashtanga or eight parts of Ayurveda and they were know as Ashtavydyas. Now only some of these families exists. The Ayurveda tradition in Kerala has contributed a lot to Ayurveda, some of them are ChikitsaManjari, JyolsnikaVydyaManorama, Panchakarma or Sodhanachikitsa, Chikistsakouthuka, YogaratnaSamuchayam, Kriyakoumudi, Sahasrayogametc, So many good physicians were also there from the people of lower casts like Mannam, Ezhava etc., but they did not get that much popularity because of die caste-based culture prevailed at that time in Kerala. In the last century and in the beginning of the nineteenth century the practice of Ayurveda happened to perish due to several reasons like:1. People's ignorance about Ayurveda and other Indian science and their tendency to imitate westerners. 2. Foreign invasion and their tendency to degrade Indian sciences to promote their own culture. 3. Buddhist theory of non-violence against the examination of dead body and surgery. 4. Lack of promoters. 5. Physician's approach to modify the practice according to the change in the modern world.

Ayurveda derives its origin from the Veda's Ayurveda's gradual and steady development can be seen if we go through Rigveda, Yajurveda, Samaveda, Atharvaveda and other Vedic literatures and epics of Mahabharata and Ramayana. Now a days to cop up with the features of present life, researchers are going on for making the medicines for quick action and easy administration as tables, capsules etc

Major Ayurvedic Pharmaceutical companies in Kerala

Company Name KottackalAryavaidyasala Nagarjuna Group VaidyaratnamThykkadMooss Oushadhi Kerala Ayurveda Pharmacy Santhigiri SD Pharmacy Seetharam

Average turnover (Crores) 100 40 14 13 10 7 7 6

TABLE: 1.6.1

AYURVEDA CONCEPT Even in the developed nation Ayurveda is gaining fast ground. Over the centuries Ayurveda attained perfection through astute minds and adept hands, rendering definite solutions, without the harmful side effects, which are invariably associated with the allopathic system.. TREATMENT IN AYURVEDA The different types of treatments are Ayurveda, allopathic, homoeopathic treatment etc. Among the different systems, Ayurveda focuses on the general health and life of the individuals. The treatment form is the most important part in Ayurvedic system of medicine. MERITS OF AYURVEDA a) It provides complete cure b) It has no side effective i.e., safe for the body and does not bring other diseases. DEMERITS OF AYURVEDA a) It is comparatively costlier that of other type of treatment b) In Ayurveda no surgical methods are in use c) It needs a long period of result d) Ayurveda is not capable to deal with critical uses and its diet restriction

inconvenient to patients.

ORGANISATIONS PERCEPTION ABOUT THE AYURVEDIC INDUSTRY To be the best solution provider in health care though ayurvedaNagarjuna aims at not only the growth of the company but also the overall growth of Ayurvedic Industry. The total ayurveda market in Kerala is nearly 250 crores and in India it may be nearly 1500 crores, but the scope of the industry is not growing are. > Inconvenience of consumption of Ayurvedic products > Comparatively long duration of treatment > Lack of research in the field of Ayurveda to fulfill the demands of customers. > Comparatively high price of the product 15 | Page These are the reasons why Nagarjuna has taken steps for researching the abovementioned issues by establishing a well equipped, technologically advanced research & development wing. The main aim of the wing is to make Nagarjuna products in convenience forms at reduced price without affecting the quality. Kashayam Capsules, Syrups & Tables are examples for this. This will bring more customers to Ayurveda.

Another major problem facing by the industry is the scarcity of medicinal plants and trees. Nagarjuna put various efforts in the preservation and cultivation of medicinal plants through various social projects Nagarjuna strongly believes that customer is the king in modern market and their satisfaction in the foundation of the growth of the company. So several market researches and studies are conducting by the company to identify the customer needs and provide solutions for their demands.

The very strength of the company is, it holds the traditional values of the Ayurveda strongly and strictly following in all its operations. So, the company ensures the real quality of the ayurveda through their al products, which attracts the customers.With the growth of the company it wants to ensure the overall growth of industry to protect the real value of Ayurveda from misuse and degradation.

1.7. COMPANY PROFILE

NAGARJUNA HERBAL CONCENTRACTES LTD.Has established as a public limited company in 1989 and is engaged in production and marketing of all kinds of Ayurvedic medicines and popularizing the indigenous system of medicine in our country. The basic aim of NAGARJUNA is restoring Ayurveda as mainstream health management system. Mr. V. G DevadasNamboodiripad was the promoter of this venture.

True Nagarjuna is on ardent followed of the Ayurvedic tradition. The operations are organized under the watchful eyes of a highly talented & deeply dedicated team of doctors and health scientists.

NAGARJUNA believes that whatever chemotherapy can do plants-based medicines can do better. The Company has therefore, made a determined entry into the areas of potential formulations.

NAGARJUMA HERBAL CONCENTRATES LTD is the first corporate house in the Ayurvedic sector in Kerala providing employment to over 1200 persons directly and indirectly. Its manufacturing facilities are located at Alacode, 6 km form

ThodupuzhajinIdukki District of Kerala. The construction of the company started in the year 1985, and commissioned on October 1989. In the beginning, company had only 87 agencies but now the authorized agency is 930 and it is spreading throughout the state. At present there are 800 direct employees and 1500 indirect employees. The company has a product range of 600 medicines. The Kerala state Industrial Development Corporation Ltd. And Kerala financial corporation have financial interest in the company.

The marketing operations of Nagarjuna are organized through over 930 agencies and hundreds of stockiest to make the medicines available not only at every nook & comer of the state but also in Tamilnadu, Karnadaka, Andhraprades, Goa, New Delhi, Gujarat, Maharashtra, Madhya Pradesh & Orissa.

Ayurvedic treatment is another area in which Nagarjuna has paid special \ attention & the sick for curing. The centre provides the entire range of Ayurvedic treatment,

including Panchakarma and treatment exclusive to Kerala like pizhichil, Dhara, Shirovasti indicated for Arthristis, stiffmess of joints, lade of vitality and so on.

A sister, concern Nagarjuna Research Foundation is a charitable institution is currently promoting the cultivation of medicinal plants and trees, as there cannot be Ayurveda without them. Basic research into Ayurveda, publication of Ayurvedic literature etc ... are some of its main projects. The Nagarjuna group today stands as a shining example of the successful realization of this spirit and application of its accompanying skills within the boundaries of Kerala.

COMPANY VISION "To be the best solution provider in health care through Ayurveda"

The NagarjunaAyurvedic group, a leading name in Ayurveda is led by the vision to provide a new lease of life through quality medicines and holistic ayurvedic

medicines which include a range of proprietary products in a state of the art facility that follows the traditions of the ancient, Ayurvedic texts while meeting modern

standards of hygiene and purity. These medicines are sold through a wide network of over 1000 outlets in pans of the publications said that "Medicine is neither your friend nor your "enemy' you can make it either."

THE FIRST Nagarjuna has several first to its credit some of these are: > The first to create synergy between Ayurvedic and Ashtavaidya schools of thought in Ayurveda. > The first to take the franchise model of business to service health needs, on a wide scale, across the state of Kerala, particularly to the rural areas. > The first to provide consistent focus on R & D activities in Ayurveda sector in Kerala and to establish a full-fledged facility for the same. > The first to create widespread awareness of medicinal plants among people and to make its cultivation a popular as well as income generating programs.

> The first to use modern promotional methods such as TV advertising on a large scale to propagate Ayurveda.

COMPANY MISSION

"Rejuvenating mind and body in harmony with nature" > A mission in health care through Ayurveda > Restoring Ayurveda as the main stream health care management system > Upholding traditional values Sc strictly adhering to time tested texts. Creating public awareness and promoting herbal cultivation State of the art manufacturing facility. >Strong backup of Nagarjuna Research Foundation for quality Ayurvedic formulation.

NAGARJUNA AYURVEDIC GROUPS

Nagarjuna is a paradigm shift among Ayurvedic companies in the Nagarjuna was the first corporate House in the Ayurvedic sector in Kerala as against the family owned Ayurvedic organizations. Beginning commercial production in 1989,; Nagarjuna has today notched up a pre-eminent position among front line Ayurvedic companies, making a broad spectrum of Ayurvedic medicines and has achieved commendable sales with national and international presence. THE GROUP NagarjunaAyurvedic Group presently consists of the following organizations:

1. Nagarjuna Herbal Ayurvedic Concentrates Ltd. 2. NagarjunaAyurvedic Centre Ltd, 3. NagarjunaAyurvedic Retreat Ltd. 4. Nagarjuna Research Foundation 5. NagarjunaAyurvedic Institute 6. Nagarjuna Social Service Society

NAGARJUNA HERBAL CONCERATES LTD [NHCL]

Nagarjuna Herbal concentrated Ltd; the flagship company of the Nagarjuna Ayurvedic Group representing its manufacturing and marketing facilities produces over 600 Ayurvedic medicines strictly according toAyurvedic texts. Besides this, the company has developed more than 40 patent preparations which has proved efficient for controlling blood pressure and a host of various ailments related to Rheumatic, Gynecological, Diabetic and Ant rectal diseases.

Nagarjuna Herbal concentrates Ltd is a holding company of two companies named NagarjunaAyurvedic Centre Ltd and NagarjunaAyurvedic Retreat Ltd.

NAGARJUNA AYURVEDIC CENTRE LTD [NACL]

NACL is the hospital providing authentic Ayurvedic treatments, situated on the banks of Periyar at Kalady in Kerala, in an atmosphere of tranquility. .......

NAGARJUNA AYURVEDIC RETREAT LTD [NARL] It is holistic healthcare under which provides alternative therapies besides Ayurveda, including classes in India philosophy and culture, well supported by a well stocked reference library. Began operation in 2006 at Moolamkuzhi east of Malayatoor in Kerala.

NAGARJUNA RESEARCH FOUNDATION [NRF]

Nagarjuna Research foundation has been formed to advance the cause of Ayurveda through scientific research, dissemination of information and promotion of herbal and medicinal gardens. The TRUST WHICH HAS EMINENT Doctors and scientists on its penal of trustees, is an embodiment of their constant search for deep knowledge and never ways of healing. The basic objective is to spread, the message of Ayurveda everywhere and to bring this versatile medical system closes to people.Besides research activities, NRF has done yeoman

Service in popularizing thecultivation of MEDICINAL PLANTS, through various activities such as planting &distribution of sampling, imparting technical advice, conducting classes and givingawards yearly ["Oushadhamitram" award] NAGARJUNA AYURVEDIC INSTITUTE [NAI]

NAI is a charitable trust, established to conduct educational program to a variety of target groups, including international students. Nagarjuna also provides technical

expertise in setting up clinic sourcing equipment suggesting Ayurvedic treatment, protocols, supply of machines and general Ayurvedic consultancy services.

NAGARJUNA SOCIAL SERVICE SOCIETY [NSSS] NSSS is an NGO established specially to carry out the promotional activities related medicinal plants begun by NRF. HIGHLIGHTS OF NAGARJUNA ISO Certificate Nagarjuna Herbal Concentrates Ltd has received ISO 9001:2000 certification. The certificate has been issued by ITERTEK Quality Register International. It had received the GMP certification earlier. Nagarjuna Research and Development The Nagarjuna Group field's the second position in the industry Situated at Alakode, Thodupuzha some of its activities are standardization of Ayurvedic medicine and new products development. Recently Nagarjuna R&D acquired automatic absorption spectrophotometer for the analysis of heavy metals like Arsenci, Mercury, Nicket, Cadimum and Led. The team led by persons of experience and creativity are focusing at: 1. Raw material standardization & sharing of technology with the industry 2. Product development with proof in allopathic language 3. Process of R & D for production standardization 4. Presenting the traditional products in the modern convenient forms. The R&D Laboratory is recognized by Department of Scientific & Industrial research j(DSIR) under Union Ministry of Science & Technology. Department of AYUSH under the Ministry of Health <& Family Welfare, committee for the purpose of control

&supervision of Experimental animals (CPCSEA) Govt, of India. Only Nagarjuna has an animal testing laboratory in Ayurvedic sector in Kerala. Treatment The demonstrative example of its treatment approach & practices is at its best in the Ayurvedic treatment centre at Kalady situated on the Banks of river 'Periyar' in an atmosphere that exceeds the natural charm of a tree - filled environment. The centre has modern facilities for providing serious ayurvedic treatments strictly as per traditional protocols. The centre at Kalady has become the preferred destination for westerners & persons for the other states seeking serious ayurvedic treatment. The centre has won the coverted "Green Leaf certification for the Govt, of Kerala,

awarded to those centre. The centre has also won "The best ayurvediccentre award" for 2003 given by Kerala Government. 21 | Page Nagarjuna products Nagarjuna manufacture over 500 traditional Ayurvedic drug and more the 65 patented medicines. There are 31 branded ethical products. Traditional medicines are manufactured as per traditional reference texts. Some of the most popular reference texts are Sahasryogaro, Ashtamagurudayam and Bhaishajyaratnavali etc. The main categories of medicine are: Arishtamas Gulikas Lehyams Asavams Kashayams Thaylams/Keram/Sevyams Choornams KashayaChoornams Avarties Ghruthams Kashayam Capsules.

BRAND EQUITY OF NHCL THODUPUZHA 1. Patents - Property Medicines 2. Kuzhambu| 3. OTC Products Nagarjuna Herbal concentrates ltd was established in 1989, NHCL was approved by a. Government of India, Ministry of Herbai and Family welfare, under medical reimbursement scheme. b. Ministry of Science and technology for recognition of-in-house Rand TT Unit. c. Office of the drug controller for treating and analyzing crude drugs by Nagarjuna Research Foundation. The basic mission of Nagarjuna Herbal Concentrate Ltd is restoration of Ayurvedic to its original glory by pursuing this path with single-minded devotion. The company hopes to become the worthy inferior at a priceless heritage. In this search for excellence Nagarjuna has gone onsteps further. For the first time it has brought up together the thoughtAyurvaidya' and Ashtvaydya' school of thoughts to take advantages of the fines codes of both. Nagarjuna's manufacturing facilities located at Thodupuzha in Idukki district of Kerala. The venture has active participation from the Kerala Financial Corporation (KFC) and industrial Development Bank of India (IDBI). Nagarjuna's manufacturing operations have been mechanized to a large extent to bring up hygienic accuracy, efficient and speed. The operations are organized under watchful eyes of highly talented and deeply dedicated team of doctors and health scientists.

Nagarjuna Marketing Network

Nagarjuna has a wide marketing network, which includes over 800 retail outlets in Kerala and over 1000 outside the state. These agenciese are serviced by sales depots. There are 4 sales depots in Kerala in place such as shornur, Vadakara,

Muvattupuzha and Mavelikkara. The entire marketing activity is guided by a central marketing organization (CMO) based at Nagarjuna Headquarters at Thodupuzha., Kerala, Nagarjuna has a well -oiled export program of ayurvedic products to countries such as Netherlands, Trinidad (West Indies), UAE and others.

Main Objectives of the Company Nagarjunas commitment of advance the case of Ayurveda does not stop at manufacturing & Marketing by drugs but covering a board spectrum of activities in the true spirit of Ayurvedic like. a. Development of new medications to prevent & cure diseases inherent in the company life style and to compact the cure effect of modern civilization. b. Cross population of the different branches of Ayurveda and modernization of his versatile sciences. c. Establishment and maintenance of botanical gardens of medical plants and herbs to dominate the death of drugs. d. Identification, production and marketing of specific drugs though modern

technology and methods and to make there essential drugs available freely for the alleviation of human suffering. Nagarjuna place Ayurvedic tradition and the modern technology under one roof. The marketing operations of Nagarjuna are organized through over 650 agencies and hundreds of stockiest, to make the medicines available at every nook & corner of the state.

Organization Chart of Nagarjuna Herbal Concentrates Ltd.

M.D

E.D

C.E

F.M

M.M

PR.M

PE.M

D.M

D.M

PR.D

PE.D

A.M

A.M

PR.A

PE.R

A.O

S.O

M.O

A.A

A.C

S.OR

C.A

MARKETING DEPARTMENT Nagarjuna has emerged as one of the top-most leader of Ayurveda market in Kerala by means of its marketing strength. The core of the marketing network is a chain of exclusive franchisee clinics spread over the states of India namely Kerala, Tamil Nadu, Kamataka, Andhra Pradesh, Maharashtra, Gujarat, Goa and Delhi etc.

Nagarjuna has a wide marketing network; which includes over 800 franchises outlets in Kerala and over 150 franchises outside the state. The unique feature of these franchisee clinics is the presence of consulting physician and the ready availability of Nagarjuna brand drugs at all times. Sales depots service these Agencies. There are 4 sales depots in Kerala in places such as Shornoor, Vadakara, Muvattupuzha and Mavelikara. The entire marketing activity is guided by a central marketing organization (CMO) based at Nagarjuna Headquarters at Thodupuzha, Kerala.

The marketing program includes propagation of Ayurveda, which is facilitated through sales promotion programs, social marketing activities like medical camps, seminars, awareness etc. Such programs are often organized in and around authorized outlets of Nagarjuna and are found to be successful for the uplift of this ancient heritage of Science.

In Kerala, the marketing operations of Nagarjuna are mainly under divisions of Generic division, Ethical division and OTC division.

Generic division: This division handles the Marketing of classical preparations (traditional medicines, e.g. Kashayams, Arishtams etc.) and about 75% of the turnover of the company is derived from this division. The generic division is under a regional sales manager and four area sales managers and twenty marketing executives to support him.

Ethical division: This division handles marketing of

ethical products for e.g.

Cardostab, Haematonetc.One regional sales manager heads this ethical division and four sales managers

and twenty marketing executives to support him, about 15% of turnover of the company come from this division.

OTC division: This division deals with the marketing of consumer products. These products are sold to agencies, other Ayurvedic agencies and consumer retail shops and nearly 10% of the company's turnover is derived from this division.

The administration of the marketing division is done through four areas of business offices located at Vadakara, Shornoor, Muvattupuzha and Mavelikara. The medicines required for the market is transferred to the four area business offices and supplies are made to the agencies or other outlets from these depots. Two commercial officers are in charge of inventory management, debt management, finance management and other administrative aspect in these are business offices and the logistic staffs who helps them to make packing deliveries.

CHAPTER 2 DATA ANALYSE AND INTERPRETATION

DATA ANALYSE AND INTERPRETATION

In order to address the above objectives state, the following sub studies have been carried out. a) General option of consumers about Ayurveda b) Measuring the brand awareness ability of different brands c) Measuring consumer loyalty towards the brand that they are using d) Measuring the brand equity of different brands using attribute oriented approach. e) Brand information sources used by consumers to know and learn about brand. This chapter is exclusively designed for data analysis and interpretation. For this analysis various statistical tools can be applied. The detailed analysis and interpretation of each sub study is as following.

1. Gender Of The Respondents

Category Male Female Total

No. of Respondents 68 32 100

Table 2.1

Percentage(%) 68 32 100

Male Female

Chart 2.1

Interpretation Out of the total 100 respondents surveyed 68 %of the respondents (a maximum) are males 32% of the respondents are females.

2. Age category of the respondents

Age Category <25 years 25-35 years 36-45 years >45 years Total years

No. of Respondents 10 25 25 40 100

Table 2.2

Percentage 10 25 25 40 100.0

45 40 35 30 25 20 15 10 5 0 <25 years 25-35 years 36-45 years >45 years Series1

Chart 2.1

Interpretation From the above table, we can identify that the most of customers are in the age class of >45 years.

3. Occupation

Category Self emloyed Salaried Home Maker Business man Total

No. of Respondents 14 26 28 32 100

Table2.3

Percentage 14% 26% 28% 32% 100.0

35 30 25 20 15 10 5 0 Self emloyed Salaried Home Maker Business man Series1

Chart 2.3

Interpretation Out of the total 100 respondents 32%of the respondents are other than student,businessman,professional.

4. Income Category <25000 p.m 25000-35000 p.m >35000 p.m Total No. of Respondents 36 39 25 100
Table 2.4

Percentage 36% 39% 25% 100%

No. of Respondents
45 40 35 30 25 20 15 10 5 0 <25000 p.m 25000-35000 p.m >35000 p.m No. of Respondents

Chart 2.4

Interpretation Out of the total 100 respondents surveyed %of the respondents (a maximum) are males 32% of the respondents are females.

5. Qualification

Category U.G P.G Others Total

No. of Respondents 22 32 46 100

Percentage 22% 32% 46% 100%

Table 2.5 50 45 40 35 30 25 20 15 10 5 0 U.G P.G Others Series1

Chart 2.5

Interpretation Out of the total 100 respondents 46%of the respondents having the qualification other than UG, PG.

6. How did you know about the product? Category News paper Television Internet Other Medias Total No: Of Respondent 21 46 08 25 100
Table 2.6

Percentage(%) 21 46 09 24 100

50 45 40 35 30 25 20 15 10 5 0 News paper Television Internet Other Medias Series1

Chart 2.6

Interpretation From the above table, we can identify that the most of customers are know about the product through Television

7.How do you feel about the product?

Category Excellent Good Fair Bad Worst Total

No: Of Respondent 25 40 33 02 00 100

Table 2.7

Percentage(%) 25 40 33 02 00 100

45 40 35 30 25 20 15 10 5 0 Excellent Good Fair Bad Worst Series1

Chart 2.7

Interpretation From the above table, we can identify that the most of customers are feel good about the product.

8. What are the factors influencing in buying our products?

Category Quality Quantity Price Other Total

No: Of Respondent 36 10 20 34 100

Table 2.8

Percentage(%) 36 10 20 34 100

40 35 30 25 20 15 10 5 0 Quality Quantity Price Other Series1

Chart 2.8

Interpretation From the above table, we can identify that the most of customers are buys the product on the basis of quality.

9 .Is Nagarjuna the most familiar brand over others?

Category Strongly agree Agree Neutral Disagree Strongly Disagree Total

No: Of Respondent 19 57 12 11 00 100

Table 2.9

Percentage(%) 19 57 12 11 00 100

60 50 40 30 Series1 20 10 0 Strongly agree Agree Neutral Disagree Strongly Disagree

Chart 2.9 Interpretation From the above table, we can analyse that most peoples are agreeing Nagarjuna the most familiar brand over others.

10.Do you have a preference in replacing it?

Category Yes No Total

No: Of Respondent 20 80 100

Table 2.10

Percentage(%) 20 80 100

90 80 70 60 50 40 30 20 10 0 Yes No Series1

Chart 2.10

Interpretation From the above table, we can analyze that only 20 % have the preference in replacing the brand.

11.Would you recommend Nagarjuna to others?

Category Definitely Recommend May recommend Not sure May not recommend Definitely not recommend Total

No: Of Respondent 34 43 12 11 00 100 Table 2.11

Percentage(%) 34 43 12 11 00 100

50 45 40 35 30 25 20 15 10 5 0 Definitely May Recommend recommend Not sure May not recommend Definitely not recommend Series1

Chart 2.11

Interpretation From the above table, we can analyze that 43% of the people may recommend Nagarjuna to others.

12 . Are you satisfied with Nagarjuna products? Category Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total No: Of Respondent 14 43 32 11 00 100 Table 2.12
50 45 40 35 30 25 20 15 10 5 0 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Series1

Percentage(%) 14 43 32 11 00 100

Chart 2.12 Interpretation From the above table, we can analyze that out of the 100 respondents, 43% of customers are satisfied with Nagarjunas products and 14% are highly satisfied.

13. In terms of price rate, your satisfaction level?

Category Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

No: Of Respondent 30 34 32 04 00 100 Table 2.13

Percentage(%) 30 34 32 04 00 100

40 35 30 25 20 15 10 5 0 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Series1

Chart 2.13

Interpretation From the above table, we can analyze that out of the 100 respondents, 34% of customers are satisfied with Nagarjunas price and 30% are highly satisfied.

14. How do you compare the price of Nagarjuna with others?

Category High Moderate Low Total

No: Of Respondent 19 45 36 100 Table 2.14

Percentage(%) 19 45 36 100

50 45 40 35 30 25 20 15 10 5 0 High Moderate Low Series1

Chart 2.14

Interpretation From the above table, we can analyze that out of the 100 respondents, 45% respondents says that price of Nagarjuna is moderate and 36% says low when compare to other products.

15. Is Nagarjuna the best in market? Category Strongly agree Agree Neutral Disagree Strongly Disagree Total No: Of Respondent 36 40 22 02 00 100 Table 2.15 Percentage(%) 36 40 22 02 00 100

45 40 35 30 25 20 15 10 5 0 Strongly agree Agree Neutral Disagree Strongly Disagree Series1

Interpretation From the above table, we can analyze that out of the 100 respondents, 40% respondents agrees and 36% strongly agrees that Nagarjuna the best in market

16. Is Nagarjuna mostly popular in ayurvedic products?

Category Strongly agree Agree Neutral Disagree Strongly Disagree Total

No: Of Respondent 43 37 19 01 00 100

Percentage(%) 43 37 19 01 00 100

50 45 40 35 30 25 20 15 10 5 0 Strongly agree Agree Neutral Disagree Strongly Disagree Series1

Interpretation From the above table, we can analyze that out of the 100 respondents, 43% respondents strongly agrees and 37% agrees that Nagarjuna mostly popular in ayurvedic products

17. Is Nagarjuna brand leads over others? Category Strongly agree Agree Neutral Disagree Strongly Disagree Total No: Of Respondent 36 33 20 11 00 100 Percentage(%) 36 33 20 11 00 100

40 35 30 25 20 15 10 5 0 Strongly agree Agree Neutral Disagree Strongly Disagree Series1

Chart 2.15

Interpretation From the above table, we can analyze that out of the 100 respondents, 36% respondents strongly agrees and 33% agrees that Nagarjuna brand leads over others.

16. Can you recall the ads regarding the brand?

Category Yes No Total

No: Of Respondent 67 33 100 Table 2.16

Percentage(%) 67 33 100

80 70 60 50 40 30 20 10 0 Yes No Series1

Chart 2.16 Interpretation From the above table, we can analyze that 67 % can recall the ads regarding the nagarguna.

17. While think about the product, what comes first in mind?

Category Quality Quantity Price Advertisement Total

No: Of Respondent 25 22 34 19 100 Table 2.17

Percentage (%) 25 22 34 19 100

40 35 30 25 20 15 10 5 0 Quality Quantity Price Advertisement Series1

Chart 2.17 Interpretation From the above table, while think about the product price comes first in mind.

18. Rate your overall perception about Nagarjuna?

Category Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

No: Of Respondent 20 61 19 00 00 100 Table 2.18

Percentage(%) 20 61 19 00 00 100

70 60 50 40 30 20 10 0 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Series1

Chart 2.18 Interpretation From the above table, we can analyze that 61% of the respondents are satisfied with Nagarjuna.

CHI-SQUARE TEST In addition to the Percentage analysis Chi-square test was also used for determining whether there is any significant relationship between the Income and price rate of customer towards the Nagarjunaproducts. HYPOTHESIS TESTING -1 To determine whether there is any significant relationship between Income and the price rate of Nagarjuna products Ho: There is no significant relationship between the Income and price rate of customer towards the Nagarjunaproducts. H1: There is a significant relationship between the Income and price rate of customer towards the Nagarjunaproducts.

Table 2.18
Price rate Income <25000 p.m 25000-35000 p.m >35000 p.m Highly Satisfied 10 05 15 Satisfied Neutral Dissatisfied Highly Dissatisfie d 00 00 00 00 Total

15 19 00

11 15 06

00 00 04

36 39 25
100

Total

30

34

32

04

Observed Frequency 10 15 11 00 00 05 19 15 00 00 15 00 06 04 00

Expected Frequency 10.8 12.24 11.52 1.44 00 11.70 13.26 12.48 1.56 00 7.5 8.5 8 1 00

O-E

(0-E)2

(0-E)2/E

-0.8 2.76 -0.52 -1.44 00 -6.7 5.74 2.52 -1.56 00 7.5 -8.5 -2 03 00 Table 2.19

0.64 7.6 0.27 2.07 00 44.89 32.95 6.35 2.43 00 56.25 72.25 4 9 00

0.059 0.062 0.023 1.44 00 3.84 2.48 0.5 1.56 00 7.5 8.5 0.5 9 00

X2=D(0-E)2/E =33.88 Calculated value, X0.05=33.88 Table value of 5% =15.507 Therefore it is clear that the calculated value at 5% level of significance is less than that of table value. INTERPRETATION: Since the calculated value less than the table value, we accept the hypothesis and it is concluded There is no significant relationship between the Income and price rate of customer towards the Nagarjuna products. .

HYPOTHESIS TESTING -2 To determine whether there is any significant relationship between Age and the first factor in mind Ho: There is no significant relationship between the age and first factor in mind ofcustomer towards the Nagarjunaproducts. H1: There is a significant relationship between the age and first factor in mind ofcustomer towards the Nagarjunaproducts.
First factor in mind Age <25years 25-35years 36-45 years >45 years Quality Quanti ty Price Advertiseme nt Total

Total

02 05 03 15 25

02 04 07 09 22

04 10 10 10 34
Table 2.20

02 06 05 06 19

10 25 25 40 100

bserved Frequency 02 02 04 02 05 04 10 06 03 07 10 05 15 09 10 06

Expected Frequency 2.5 2.2 3.4 1.9 6.25 5.5 8.5 4.75 6.25 5.5 8.5 4.75 10 8.8 13.6 7.6

O-E

(0-E)2

(0-E)2/E

-0.5 -0.2 0.6 0.1 -1.25 -1.5 1.5 1.25 -3.25 1.5 1.5 0.25 0.5 0.2 -3.6 1.6
Table 2.21

0.25 0.04 0.36 0.01 1.26 2.25 2.25 1.56 10.56 2.25 2.25 0.0625 25 0.04 12.96 2.56

0.1 0.02 0.1 0.005 0.25 0.41 0.26 0..33 1.69 0.41 0.26 0.013 2.5 0.005 0.95 0.34

X2=D (0-E) 2/E =7.643 Calculated value, X0.05=7.643 Table value of 5% =16.913 Therefore it is clear that the calculated value at 5% level of significance is less than that of table value.

INTERPRETATION: Since the calculated value less than the table value, we accept the hypothesis and it is concluded there is no significant relationship between the age and first factor in mind of customer towards the Nagarjunaproducts

HYPOTHESIS TESTING -3 To determine whether there is any significant relationship between perception and occupation Ho: There is no significant relationship between the perception and occupation ofcustomer towards the Nagarjunaproducts. H1: There is a significant relationship between the perception and occupation ofcustomer towards the Nagarjunaproducts.
perception Occupation Highly Satisfie d 04 05 08 03 Satisfie d 10 15 15 21 Neutral Dissatisfied Highly Dissatisfied Total

Self employed Salaried Home Maker Business man Total

00 06 05 08 19

00 00 00 00
00

00 00 00 00
00

14 26 28 32
100

20

61

Table 2.22

Observed Frequency 04 10 00 00 00 05 15 06 00 00 08 15 05 00 00 03 21 08 00

Expected Frequency 2.8 8.54 2.66 00 00 5.2 15.86 4.94 00 00 5.6 17.08 5.32 00 00 6.4 19.52 6.08 00

O-E

(0-E)2

(0-E)2/E

1.2 1.46 -2.66 00 00 -0.2 -0.86 1.06 00 00 2.4 -2.08 -0.32 00 00 -3.4 1.48 1.92 00

1.44 2.13 7.07 00 00 0.04 0.74 1.12 00 00 5.76 4.33 0.1 00 00 11.56 2.19 3.69 00

0.5 0.25 2.66 00 00 0.008 0.047 0.227 00 00 1.03 0.25 0.018 00 00 1.8 0.112 0.6 00

00

00

00 Table 2.23

00

00

X2=D (0-E) 2/E =7.502 Calculated value, X0.05=7.502 Table value of 5% =21.026 Therefore it is clear that the calculated value at 5% level of significance is less than that of table value. INTERPRETATION: Since the calculated value less than the table value, we accept the hypothesis and it is concluded there is no significant relationship between the perception and occupation of customer towards the Nagarjunaproducts.

HYPOTHESIS TESTING -3 To determine whether there is any significant relationship between the qualification and leading of Nagarjuna Products Ho: There is no significant relationship between thethe qualification and leading of Nagarjuna Products H1: There is a significant relationship between thethe qualification and leading of Nagarjuna Products

Leads over others Qualification

Strongly Agree 10 14 12

Agree

Neutral

Disagree

Strongly Disagree

Total

U.G P.G Others Total

08 10 15

02 02 16
20

02 06 03
11

00 00 00
00

22 32 46
100

36

33

Table 2.24

Observed Frequency 10 08 02 02 00 14 10 02 06 00 12 15 16 03 00

Expected Frequency 7.92 7.26 4.40 2.42 00 11.52 10.56 6.4 3.52 00 16.56 15.18 9.2 5.06 00

O-E

(0-E)2

(0-E)2/E

2.08 0.74 -2.4 -0.42 00 2.48 -0.56 -4.4 2.48 00 -4.56 -0.18 6.8 2.06 00
Table 2.25

4.33 0.55 5.76 0.18 00 6.15 0.31 19.36 6.15 00 2.08 0.03 46.24 4.24 00

0.55 0.076 1.3 0.074 00 0.534 0.029 3.025 1.75 00 0.13 0.0019 9.14 -0.82 00

X2=D (0-E) 2/E =16.6 Calculated value, X0.05=16.6 Table value of 5% =15.507 Therefore it is clear that the calculated value at 5% level of significance is less than that of table value. INTERPRETATION: Since the calculated value less than the table value, we accept the hypothesis and it is concluded there is no significant relationship between thethe qualification and leading of Nagarjuna Products

CHAPTER 3 FINDINGS, SUGGESTIONS AND CONCLUSION

3.1 FINDINGS
Brand equity is simply a reason why a customer should buy a specific brand instead of competitor's brand in marketer's point of view; the brand equity is an important indicator of customer's acceptability towards a product or brand. Through this products in consumer perception and rate the major players in the industry. The Major finding of project study is as below,

1. By the survey we can observed that 68 %of the respondents are males 32% of
the respondents are females

2. Out of the total 100 respondents, we can identify that the most of customers are
in the age class of >45 years.

3. Out of the total 100 respondents, 32%of the respondents are other than student,
businessperson, and professional.

4. Out of the total 100 respondents, surveyed 68%of the respondents are males
32% of the respondents are females.

5. It found that 46%of the respondents having the qualification other than UG, PG. 6. Most of customers known about the Nagarjunaproduct through Television 7. Majority of customers are feeling good about theNagarjuna product. 8. Customers are buys the product based on quality. 9. Peoplesare agreeing Nagarjuna the most familiar brand over others. 10. 11. 12.
Only20 % have the preference in replacing the brand. It found that 43% of the people may recommend Nagarjuna to others.

Wecan analyze, 43% of customers are satisfied with Nagarjunas products and 14% are highly satisfied. It found that30% are highly satisfied,34% of customers are satisfied with price Nagarjuna.

13.

14. 15. 16.

The price of Nagarjuna is moderate when compared to thers Most of the people agree that Nagarjuna is best in market. Out of the 100 respondents, 43% respondents strongly agrees and 37%

agrees that Nagarjuna mostly popular in ayurvedic products

17. 18. 19.

67 % can recall the ads regarding the nagarguna. The product price is comes in the mind of consumer We can analyze that 61% of the respondents are satisfied with Nagarjuna.

3.2 SUGGESTIONS & RECOMMENDATIONS. 3.3 CONCLUSION