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    Approach:: Source: EXIM Bank Report

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    Arun Ab
    Sri Sri Ayurveda aims to enhance sales of its ayurvedic products in India. The Indian ayurvedic market is estimated to reach Rs. 7,000 crores by 2020, growing from Rs. 4,205 crores currently. However, Sri Sri Ayurveda faces challenges including low brand awareness, lack of differentiation, insignificant market share, and high distribution costs. To address these, the company will reposition itself by identifying unmet consumer needs, developing a unique value proposition, and launching an integrated marketing campaign through appropriate media channels.

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    Approach:: Source: EXIM Bank Report

    Uploaded by

    Arun Ab
    96 views1 page
    Sri Sri Ayurveda aims to enhance sales of its ayurvedic products in India. The Indian ayurvedic market is estimated to reach Rs. 7,000 crores by 2020, growing from Rs. 4,205 crores currently. However, Sri Sri Ayurveda faces challenges including low brand awareness, lack of differentiation, insignificant market share, and high distribution costs. To address these, the company will reposition itself by identifying unmet consumer needs, developing a unique value proposition, and launching an integrated marketing campaign through appropriate media channels.

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    Sri Sri Ayurveda aims to enhance sales of its ayurvedic products in India. The Indian ayurvedic market is estimated to reach Rs. 7,000 crores by 2020, growing from Rs. 4,205 crores currently. However, Sri Sri Ayurveda faces challenges including low brand awareness, lack of differentiation, insignificant market share, and high distribution costs. To address these, the company will reposition itself by identifying unmet consumer needs, developing a unique value proposition, and launching an integrated marketing campaign through appropriate media channels.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    96 views1 page

    Approach:: Source: EXIM Bank Report

    Uploaded by

    Arun Ab
    Sri Sri Ayurveda aims to enhance sales of its ayurvedic products in India. The Indian ayurvedic market is estimated to reach Rs. 7,000 crores by 2020, growing from Rs. 4,205 crores currently. However, Sri Sri Ayurveda faces challenges including low brand awareness, lack of differentiation, insignificant market share, and high distribution costs. To address these, the company will reposition itself by identifying unmet consumer needs, developing a unique value proposition, and launching an integrated marketing campaign through appropriate media channels.

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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

    Indian Market: Estimated as Rs. 4205 Crores

    Availability of quality raw material and lack

    Export of ayurvedic drugs and allied herbal


    products is estimated as Rs. 440 Crores

    of documentation for ayurvedic


    medicines

    Potential by 2020: Estimated as 7000 Crores

    Ayurveda is more inclined towards


    prevention of diseases and relatively less
    towards cure

    Ayurveda is predominant along Indias


    traditional health system. It runs parallel to
    the modern health care sector and has a
    seventy percent share of formal medicine
    market

    Lack of awareness and misconceptions


    among people

    Consumer perception
    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

    Comparison of Young Population and Purchasing Power


    Biscuits Categorys Strong Performance

    Source: EXIM Bank report

    Challenges impending entry into rural and urban India

    Sri Sri Ayurvedas positioning in India:

    High Distribution Costs - relatively higher distribution costs Lack of


    Awareness people do not know about the benefits of Ayurveda
    Availability lack 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:
    Positioning Areas to consider:

    Competition:

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


    Substance: develop positioning based on companys capabilities
    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
    To enhance
    sales of SSA
    products

    Tools

    Message

    Audience
    Define target
    audience after
    segmentation

    Develop Content
    For
    Value proposition

    Select media
    channels which
    maximize reach

    Resources
    Allocate budget
    for different
    channels

    Timelines
    Plan phases wise
    implementation

    Redefine to suit
    Middle East Nations
    Study demographic &
    Socio-economic profile
    Secondary Research using databases,
    research reports & journals

    [Type here]
    TEAM GLADIATOR

    Consumer Behaviour:
    Analyze buying
    patterns, preferences
    Study the influence of
    culture & attitudes
    Competitor Analysis:
    Determine critical
    success factors
    Establish competitve
    frame of reference

    Need-Gap Analysis:
    Understand consumer
    perceptions of brands
    Discover unfulfilled &
    latent demands
    Positioning:
    Develop unique value
    proposition
    Design message &
    creative strategy

    Primary Research using in-depth


    personal interviews & surveys

    Phase4

    Forecast demand
    Assess trends &
    growth opportunities
    Segmentation &
    Targeting:

    Phase3

    Market Analysis:

    Phase2

    Phase1

    Project Roadmap:
    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
    Data Analysis using Perceptual
    Mapping & Conjoint Analysis

    MEMBERS: Achyut, Arun and Preet

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