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1 CHAPTER 1 2 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 various
activities 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 3 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 Ayurveda 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 dimensions. 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 random method is used to get inference about the
consumer's opinion.
The area of study was Ernakulam District The sample size was 100 Ayurvedic
customer, 100 houses were visited and conducted personnel interview to get the
questionnaire filled. 4 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 scale 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 Hospital.
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. 5 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 4 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: review literature, industry profile, company profile Chapter-Third: Data
analysis and interpretation This chapter includes the data analysis and
interpretation. Chapter-Four: Findings, Suggestions and conclusion This chapter
includes the findings, Suggestions and conclusion of the study.
6 APPENDICES: • Qenire • Bh • Wlioh 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. 7 CHAPTER 2 8 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 aceinser rothse comtitoabd
tif epuf 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 to 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. 9 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 Fahr 8), “the‘addva’ nbdendws pu (p. 4Art romFarquafdefofbneity,
thedinitios a appeared. According to Lascar, 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 customer- based meaning the value of the brand for the
customer which comes from a marketing decision-making context (Kim, Kim, and
An 2003). Bdeity aabendinda“th hcemnt theprceduad dsiraility ran am nfeo
roduct” ssa , 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, h ran qugees etiaeffct”, ighr dknwled”, n a 10

large“conerespose(Ker 0awhnrmlly dto tteb performance, both from a financial
and a customer perspective. Keller (1993) introduces the Customer-Based Brand
Equity (CBBE) model, which “aproaeb qufo e perspective of the consumer
-whether it be an indaoa rgantio” lle203ap5). hemoeis ado e pise
athepoofabdlieinwht stomrs a rne, ese and heard about the brand as a result of
thei r xprieceor ” 5).
dineCBB s iffretiaeffct t ran wled aonconer respn emrketino ab” 6), ich
mrgefmtwosorces: brand awareness and brand image. According to Keller
(2003a), brand awareness consists of brand recognition – the “coneabtocoirm
rioeore theb egive randaa cu” 6) - and brand recall - th sumr’s btoretrieveth ran
rm memory when given the product category, the needs fulfilled by the category,
or a prcha r sa a s ” 67Onth ehnd“bran geis created by marketing programs that
link strong, favorable, and unique associations toth ran th mry” 7).
ea ociations 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- , r eb’s identification with a certain company, country,
distribution channel, person, place or event. WalfriedLassar, Banwari Mittal, Arun
Sharma, (1995) "Measuring customer- based 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 11 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 La Keean.,
99)” Journal of Ma rkting” 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 Ayurveda 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 Indians 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
Asthana or eight parts of Ayurveda and they were known as Ashtavydyas. Now
only some of these families exists. The Ayurveda tradition in Kerala has
contributed a lot 12 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 Average turnover (Crores) KottackalAryavaidyasala 100 Nagarjuna Group
40 13 VaidyaratnamThykkadMooss 14 Oushadhi 13 Kerala Ayurveda Pharmacy 10
Santhigiri 7 SD Pharmacy 7 Seetharam 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
Ayurveda Nagarjuna aims at not only the growth of the company but also the
overall growth of Ayurvedic Industry.
14 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 above- mentioned 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.
Kashaya 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. 15 1.7.
COMPANY PROFILE NAGARJUNA HERBAL CONCENTRATES 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 Alakode,
6 km form Thodupuzha in Idukki 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 Tamil Nadu, Karnataka, Andhra Pradesh, Goa, New Delhi, Gujarat,
Maharashtra, Madhya Pradesh & Orissa.
16 Ayurvedic treatment is another area in which Nagarjuna has paid special \

attention & the sick for curing. The center provides the entire range of Ayurvedic
treatment, including Panchakarma and treatment exclusive to Kerala like pizhichil,
Dhara, Shirovasti indicated for Arthristis, stiffness 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 Ayurveda
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.
17 > 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.
Nagarjuna Ayurvedic Centre Ltd, 3. Nagarjuna Ayurvedic Retreat Ltd. 4.

Nagarjuna Research Foundation 5. Nagarjuna Ayurvedic Institute 6. Nagarjuna
Social Service Society 18 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 to Ayurveda 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 Nagarjuna Ayurvedic 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 19 Service in popularizing the cultivation 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, Cadmium 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 20 &supervision of Experimental animals (CPCSEA)
Government, 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 center at Kalady situated on the Banks of
river 'Periyar' in an atmosphere that exceeds the natural charm of a tree - filled
environment. The center has modern facilities for providing serious ayurvedic
treatments strictly as per traditional protocols.
The center at Kalady has become the preferred destination for westerners &
persons for the other states seeking serious ayurvedic treatment. The center has
won the converted "Green Leaf certification for the Government, of Kerala,
awarded to those center. The center 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. 21 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 Herbal 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 on steps further. For the first time it
has brought up together the thought Ayurvaidya' and Ashtavaydya' 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 agencies 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. 22 Main Objectives of the Company
Nagan’s mmnof dn eca yud os ot 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. 23 Organization Chart of Nagarjuna Herbal Concentrates Ltd.
M.D E.D C.E F.M D.M A.M A.O A.A A.C M.M D.M A.M S.O S.OR M.O C.A PR.M PR.D
PR.A W PE.M PE.D PE.R 24 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, Karnataka, 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 Shornur, Vadakkara, Muuvattupuzha and Mavelikkara. The entire marketing
activity is guided by a central marketing organization (CMO) based at Nagarjuna
Headquarters at Thodupuzha, Idukki distrct of 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, and 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. 25 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 Vadakkara, shornuur, Muvattupula and
Mavelikkaraa. 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. 26 CHAPTER 3 27 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. 28 1. Gender Of The Respondents
Category. No. of Respondents. Percentage (%). Male 68 68 Female 32 32 Total
100 100 Table 2.1 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. Male Female 29 2.
Age category of the respondents. Age Category. No. of Respondents. Percentage.

<25 years 10 10 25-35 years 25 25 36-45 years 25 25 >45 years 40 40 Total years
100 100.0 Table 2.2 Chart 2.1 Interpretation From the above table, we can identify
that the most of customers are in the age class of >45 years.
0 5 10 15 20 25 30 35 40 45 <25 years 25-35 years 36-45 years >45 years Series1

30 3. Occupation. Category. No. of Respondents. Percentage. Self employed 14
14% Salaried 26 26% Home Maker 28 28% Business man 32 32% Total 100 100.0
Table2.3 Chart 2.3 Interpretation Out of the total 100 respondents 32%of the
respondents are other than student, businessman, professional.
0 5 10 15 20 25 30 35 Self emloyed Salaried Home Maker Business man Series1

31 4. Income. Category. No. of Respondents. Percentage. <25000 p.m. 36 36%
25000-35000 p.m. 39 39% >35000 p.m. 25 25% Total 100 100% Table 2.4 Chart
2.4 Interpretation Out of the total 100 respondents surveyed %of the
respondents (a maximum) are males 32% of the respondents are females.
0 5 10 15 20 25 30 35 40 45 <25000 p.m 25000-35000 p.m >35000 p.m No. of

Respondents No. of Respondents 32 5. Qualification. Category. No. of
Respondents. Percentage. U.G 22 22% P.G 32 32% Others 46 46% Total 100 100%
Table 2.5 Chart 2.5 Interpretation Out of the total 100 respondents 46%of the
respondents having the qualification other than UG, PG. 0 5 10 15 20 25 30 35 40
45 50 U.G P.G
Others Series1 33 6. How did you know about the product? Category. No: Of
Respondent. Percentage (%). News paper 21 21 Television 46 46 Internet 08 09
Other Medias 25 24 Total 100 100 Table 2.6 Chart 2.6 Interpretation From the
above table, we can identify that the most of customers are known about the
product through Television 0 5 10 15 20 25 30 35 40 45 50 News paper Television
Internet Other Medias Series1 34 7. How do you feel about the product?
Category. No: Of Respondent. Percentage (%).
Excellent 25 25 Good 40 40 Fair 33 33 Bad 02 02 Worst 00 00 Total 100 100 Table

2.7 Chart 2.7 Interpretation From the above table, we can identify that the most
of customers are feel good about the product. 0 5 10 15 20 25 30 35 40 45
Excellent Good Fair Bad Worst Series1 35 8. What are the factors influencing in
buying our products? Category. No: Of Respondent.
Percentage (%). Quality 36 36 Quantity 10 10 Price 20 20 Other 34 34 Total 100

100 Table 2.8 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. 0 5 10 15 20
25 30 35 40 Quality Quantity Price Other Series1 36 9 .Is Nagarjuna the most
familiar brand over others? Category No: Of Respondent Percentage (%).
Strongly agree 19 19 Agree 57 57 Neutral 12 12 Disagree 11 11 Strongly Disagree

00 00 Total 100 100 Table 2.9 Chart 2.9 Interpretation From the above table, we
can analyses that most peoples are agreeing Nagarjuna the most familiar brand
over others. 0 10 20 30 40 50 60 Strongly agree Agree Neutral Disagree Strongly
Disagree Series1 37 10. Do you have a preference in replacing it? Category. No:
Of Respondent.
Percentage (%). Yes 20 20 No 80 80 Total 100 100 Table 2.10 Chart 2.10
Interpretation From the above table, we can analyze that only 20 % have the
preference in replacing the brand. 0 10 20 30 40 50 60 70 80 90 Yes No Series1
38 11. Would you recommend Nagarjuna. to others? Category. No: Of
Respondent. Percentage (%).
Definitely Recommend 34 34 May recommend 43 43 Not sure 12 12 May not

recommend 11 11 Definitely not recommend 00 00 Total 100 100 Table 2.11
Chart 2.11 Interpretation From the above table, we can analyze that 43% of the
people may recommend Nagarjuna to others. 0 5 10 15 20 25 30 35 40 45 50
Definitely Recommend May recommend Not sure May not recommend Definitely
not recommend Series1 39 12.
Are you satisfied with Nagarjuna products? Category. No: Of Respondent.

Percentage (%). Highly Satisfied 14 14 Satisfied 43 43 Neutral 32 32 Dissatisfied
11 11 Highly Dissatisfied 00 00 Total 100 100 Table 2.12 Chart 2.12 Interpretation
From the above table, we can analyze that out of the 100 respondents, 43% of 0
5 10 15 20 25 30 35 40 45 50 Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied Series1 40 13. In terms of price rate, your satisfaction level? Category.
No: Of Respondent. Percentage (%).
Highly Satisfied 30 30 Satisfied 34 34 Neutral 32 32 Dissatisfied 04 04 Highly

Dissatisfied 00 00 Total 100 100 Table 2.13 Chart 2.13 Interpretation From the
above table, we can analyze that out of the 100 respondents, 34% of 0 5 10 15 20
25 30 35 40 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
Series1 41 14. How do you compare the price of Nagarjuna. with others?
Category. No: Of Respondent. Percentage (%).
High 19 19 Moderate 45 45 Low 36 36 Total 100 100 Table 2.14 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. 0 5 10 15 20 25 30 35 40 45 50 High
Moderate Low Series1 42 15. Is Nagarjuna the best in market? Category. No: Of
Respondent.
Percentage (%). Strongly agree 36 36 Agree 40 40 Neutral 22 22 Disagree 02 02

Strongly Disagree 00 00 Total 100 100 Table 2.15 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 0 5 10 15 20 25 30 35
40 45 Strongly agree Agree Neutral Disagree Strongly Disagree Series1 43 16. Is
Nagarjuna mostly popular in ayurvedic products? Category. .
No: Of Respondent. Percentage (%). Strongly agree 43 43 Agree 37 37 Neutral 19

19 Disagree 01 01 Strongly Disagree 00 00 Total 100 100 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 0 5 10 15 20 25 30 35 40 45 50 Strongly agree Agree Neutral Disagree
Strongly Disagree Series1 44 17. Is Nagarjuna brand leads over others? Category.
No: Of Respondent. Percentage (%).
Strongly agree 36 36 Agree 33 33 Neutral 20 20 Disagree 11 11 Strongly Disagree

00 00 Total 100 100 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. 0 5 10 15 20 25 30 35 40
Strongly agree Agree Neutral Disagree Strongly Disagree Series1 45 16. Can you
recall the ads regarding the brand? Category.
No: Of Respondent. Percentage (%). Yes 67 67 No 33 33 Total 100 100 Table 2.16
Chart 2.16 Interpretation From the above table, we can analyze that 67 % can
recall the ads regarding the nagarguna. 0 10 20 30 40 50 60 70 80 Yes No Series1
46 17. While think about the product, what comes first in mind? Category No: Of
Respondent Percentage (%) Quality 25 25 Quantity 22 22 Price 34 34
Advertisement 19 19 Total 100 100 Table 2.17 Chart 2.17 Interpretation From the
above table, while think about the product price comes first in mind.
0 5 10 15 20 25 30 35 40 Quality Quantity Price Advertisement Series1 47 18. Rate

your overall perception about Nagarjuna? Category. No: Of Respondent.
Percentage (%). Highly Satisfied 20 20 Satisfied 61 61 Neutral 19 19 Dissatisfied
00 00 Highly Dissatisfied 00 00 Total 100 100 Table 2.18 Chart 2.18 Interpretation
From the above table, we can analyze that 61% of the respondents are satisfied
with Nagarjuna.
0 10 20 30 40 50 60 70 Highly Satisfied Satisfied Neutral Dissatisfied Highly

Dissatisfied Series1 48 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
Nagarjuna products. 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 Highly
Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfie d Total <25000 p.m 10 15
11 00 00 36 25000-35000 p.m 05 19 15 00 00 39 >35000 p.m 15 00 06 04 00 25
Total 30 34 32 04 00 100 49 Table 2.19 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. . Observed
Frequency Expected Frequency O-E (0-E)2 (0-E)2/E 10 10.8 -0.8 0.64 0.059 15
12.24 2.76 7.6 0.062 11 11.52 -0.52 0.27 0.023 00 1.44 -1.44 2.07 1.44 00 00 00 00
00 05 11.70 -6.7 44.89 3.84 19 13.26 5.74 32.95 2.48 15 12.48 2.52 6.35 0.5 00 1.56
-1.56 2.43 1.56 00 00 00 00 00 15 7.5 7.5 56.25 7.5 00 8.5 -8.5 72.25 8.5 06 8 -2 4
0.5
04 1 03 9 9 00 00 00 00 00 50 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 a a ‘facto m’ of customer towards
the Nagarjuna products. H1: There is a significant relationship between the a
adirst far inin’ of customer towards the Nagarjuna products. Table 2.20 observed
Frequency Expected Frequency O-E (0-E)2 (0-E)2/E 02 2.5 -0.5 0.25 0.1 02 2.2 -0.2
0.04 0.02 04 3.4 0.6 0.36 0.1 02 1.9 0.1 0.01 0.005 05 6.25 -1.25 1.26 0.25 04 5.5
-1.5 2.25 0.41 10 8.5 1.5 2.25 0.26 06 4.75 1.25 1.56 0..33 03 6.25 -3.25 10.56 1.69
07 5.5 1.5 2.25 0.41 10 8.5 1.5 2.25 0.26 05 4.75 0.25 0.0625 0.013 15 10 0.5 25 2.5
09 8.8 0.2 0.04 0.005 10 13.6 -3.6 12.96 0.95 06 7.6 1.6 2.56 0.34 Table 2.21 First
factor in mind Age Quality Quanti ty Price Advertiseme nt Total <25years 02 02
04 02 10 25-35years 05 04 10 06 25 36-45 years 03 07 10 05 25 >45 years 15 09
10 06 40 Total 25 22 34 19 100 51 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.
a n irst ctoin m’ of customer towards the Nagarjunaproducts 52 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 of customer towards the Nagarjuna products.
H1: There is a significant relationship between the perception and occupation of

customer towards the Nagarjuna products. Table 2.22 Observed Frequency
Expected Frequency O-E (0-E)2 (0-E)2/E 04 2.8 1.2 1.44 0.5 10 8.54 1.46 2.13 0.25
00 2.66 -2.66 7.07 2.66 00 00 00 00 00 00 00 00 00 00 05 5.2 -0.2 0.04 0.008 15
15.86 -0.86 0.74 0.047 06 4.94 1.06 1.12 0.227 00 00 00 00 00 00 00 00 00 00 08
5.6 2.4 5.76 1.03 15 17.08 -2.08 4.33 0.25 05 5.32 -0.32 0.1 0.018 00 00 00 00 00
00 00 00 00 00 03 6.4 -3.4 11.56 1.8 21 19.52 1.48 2.19 0.112 08 6.08 1.92 3.69 0.6
00 00 00 00 00 perception Occupation Highly Satisfie d Satisfie d Neutral

Dissatisfied Highly Dissatisfied Total Self employed 04 10 00 00 00 14 Salaried 05
15 06 00 00 26 Home Maker 08 15 05 00 00 28 Business man 03 21 08 00 00 32
Total 20 61 19 00 00 100 53 00 00 00 00 00 Table 2.23 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.
perception and occupation of customer towards the Nagarjunaproducts. 54
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 the qualification and leading of
Nagarjuna Products H1: There is a significant relationship between the
qualification and leading of Nagarjuna Products Table 2.24 Observed Frequency
Expected Frequency O-E (0-E)2 (0-E)2/E 10 7.92 2.08 4.33 0.55 08 7.26 0.74 0.55
0.076 02 4.40 -2.4 5.76 1.3 02 2.42 -0.42 0.18 0.074 00 00 00 00 00 14 11.52 2.48
6.15 0.534 10 10.56 -0.56 0.31 0.029 02 6.4 -4.4 19.36 3.025 06 3.52 2.48 6.15 1.75
00 00 00 00 00 12 16.56 -4.56 2.08 0.13 15 15.18 -0.18 0.03 0.0019 16 9.2 6.8
46.24 9.14 03 5.06 2.06 4.24 -0.82 00 00 00 00 00 Table 2.25 Leads over others
Qualification Strongly Agree Agree Neutral Disagree Strongly Disagree Total U.G
10 08 02 02 00 22 P.G
14 10 02 06 00 32 Others 12 15 16 03 00 46 Total 36 33 20 11 00 100 55 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 the qualification and leading of Nagarjuna Products 56
CHAPTER 4 57 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 Nagarjuna product through Television 7.
Majority of customers are feeling good about the Nagarjuna product. 8.
Customers are buys the product based on quality. 9. Peoples are agreeing
Nagarjuna the most familiar brand over others. 10. Only20 % have the preference
in replacing the brand. 11.
It found that 43% of the people may recommend Nagarjuna to others. 12. We
can analyz e4% stomrs re tisf rjuapcts and 14% are highly satisfied. 13. It found
that30% are highly satisfied, 34% of customers are satisfied with price Nagarjuna.
14. The price of Nagarjuna is moderate when compared to thers 58 15. Most of
the people agree that Nagarjuna is best in market. 16.
Out of the 100 respondents, 43% respondents strongly agrees and 37% agrees
that Nagarjuna mostly popular in ayurvedic products 17. 67 % can recall the ads
regarding the nagarguna. 18. The product price is comes in the mind of
consumer 19. We can analyze that 61% of the respondents are satisfied with
Nagarjuna. 3.2 SUGGESTIONS & RECOMMENDATIONS 1. Try to open more
agencies throughout and abroad 2.
Advertisement and sales promotion in order to face competition 3. Cultivate as

much medicinal herbs as possible 4. conduct awareness programs to promote
the awareness of medicinal herbs in the surrounding areas 3.3 CONCLUSION This
project at NAGARJUNA HERBAL CONCENTRATES helped me to understand the
various functions of an organization.
It helped me to understand the functioning of different departments and how

they are coordinated and managed to achieve a common goal. It helped me to
understand how the management principles are set in to practice. The study has
helped me to cooperate with challenges like difficulty in getting data,
communication, base information, processing of raw data and time.
This study helps me to understand more about brand equity and brand equity of
nagarjuna. herbal concentrates limited thodupuzha and also new product
development, entrance into the field of social responsibility, exploring new
markets and providing more customer satisfaction etc. are the future prospectus
of the company. 59 BIBLIOGRAPHY 1.www.nagarjunaayurveda.com
2.www.google.com/nagarjuna herbal concentrates ltd 3. kothari cr.(1997)
Research Methodology 4. Philip Kotler (2001) Marketing Management - The
millennium edition ANNEXURE 1.
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Date: Thursday, April 26, 2018

1 CHAPTER 1 2 1.1 INTRODUCTION In this age of competition every producer

A brand is name, term, sign, symbol, design or combination of these that

Brand management helps as to understood this relationship and modify them in

It provides knowledge and tool to the management need to make informed

It is equality important to understand the impact of competition on brand power.

To maintain a loyal customer base it is essential to know what the customers

To study the brand equity of Nagarjuna Herbal concentrates LTD. 3. To measure

Research is defined as a Scientific and systematic search for pertinent information

It may be understood as a science of studying how research is done

Sampling Technique Universe The total number of population is the universe of

Chapter-Fist: Introduction It includes the introduction, statement of the problem,

6 APPENDICES: • Qenire • Bh • Wlioh ASSUMPTIONS OF THE STUDY 1. The data

Branding is the management process by which a product is branded it covers

High brand equity is considered to be a competitive advantage since: it implies

In other words, h ran qugees etiaeffct”, ighr dknwled”, n a 10

a set of brand associations). Customer-based brand equity occurs when the

Buddhist theory of non-violence against the examination of dead body and

AYURVEDA CONCEPT Even in the developed nation Ayurveda is gaining fast

DEMERITS OF AYURVEDA a) It is comparatively costlier that of other type of

So several market researches and studies are conducting by the company to

G DevadasNamboodiripad was the promoter of this venture. True Nagarjuna is

16 Ayurvedic treatment is another area in which Nagarjuna has paid special \

A sister, concern Nagarjuna Research Foundation is a charitable institution is

17 > The first to use modern promotional methods such as TV advertising on a

Beginning commercial production in 1989,; Nagarjuna has today notched up a

Nagarjuna Ayurvedic Centre Ltd, 3. Nagarjuna Ayurvedic Retreat Ltd. 4.

NAGARJUNA AYURVEDIC CENTRE LTD [NACL] NACL is the hospital providing

NAGARJUNA RESEARCH FOUNDATION [NRF] Nagarjuna Research foundation

The basic objective is to spread, the message of Ayurveda everywhere and to

NAI is a charitable trust, established to conduct educational program to a variety

NSSS is an NGO established specially to carry out the promotional activities

The R&D Laboratory is recognized by Department of Scientific & Industrial

? Treatment The demonstrative example of its treatment approach & practices is

21 | Page ? Nagarjuna products Nagarjuna manufacture over 500 traditional

Government of India, Ministry of Herbal and Family welfare, under medical

The basic mission of Nagarjuna Herbal Concentrate Ltd is restoration of

Nagarjuna's manufacturing facilities located at Thodupuzha in Idukki district of

The entire marketing activity is guided by a central marketing organization (CMO)

The unique feature of these franchisee clinics is the presence of consulting

The marketing program includes propagation of Ayurveda, which is facilitated

In Kerala, the marketing operations of Nagarjuna are mainly under divisions of

Two commercial officers are in charge of inventory management, debt

a) General option of consumers about Ayurveda b) Measuring the brand

Age category of the respondents. Age Category. No. of Respondents. Percentage.

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

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

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

Excellent 25 25 Good 40 40 Fair 33 33 Bad 02 02 Worst 00 00 Total 100 100 Table

Percentage (%). Quality 36 36 Quantity 10 10 Price 20 20 Other 34 34 Total 100

Strongly agree 19 19 Agree 57 57 Neutral 12 12 Disagree 11 11 Strongly Disagree

Definitely Recommend 34 34 May recommend 43 43 Not sure 12 12 May not

Are you satisfied with Nagarjuna products? Category. No: Of Respondent.

Highly Satisfied 30 30 Satisfied 34 34 Neutral 32 32 Dissatisfied 04 04 Highly

Percentage (%). Strongly agree 36 36 Agree 40 40 Neutral 22 22 Disagree 02 02

No: Of Respondent. Percentage (%). Strongly agree 43 43 Agree 37 37 Neutral 19

Strongly agree 36 36 Agree 33 33 Neutral 20 20 Disagree 11 11 Strongly Disagree

0 5 10 15 20 25 30 35 40 Quality Quantity Price Advertisement Series1 47 18. Rate

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

04 1 03 9 9 00 00 00 00 00 50 HYPOTHESIS TESTING -2 To determine whether

H1: There is a significant relationship between the perception and occupation of

00 00 00 00 00 perception Occupation Highly Satisfie d Satisfie d Neutral