STUDY ON DESEEYA AYURVEDIC PHARMACY
WITH SPECIAL REFERENCE TO
MARKETING DEPARTMENT
Placement Training Report submitted in partial
fulfillment of the requirement for the Award of
BACHLER OF BUSINESS ADMINISTRATION
Of
University of Calicut
Submitted by: SHAJEER. N.M
Enrolment Number: 600236
Reg. No: FKAGBBA 067 Month & Year: JULY 2008
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DECLARATION
I, SHAJEER.N.M do hereby declare that the Placement Training Report
Titled STUDY OF DESEEYA AYURVEDIC PHARMACY with special
reference to SALES DEPARTMENT has been prepared by me.
I also declare that the report has not been submitted by me for the
award of any Degree, Diploma or other similar title of any other
University, earlier.
Signature:
Name of the Student: SHAJEER. N.M
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ACKNOWLEDGEMENT
The success of the project work lies in the hands of many great
people whose talents device and encouragement helped me to complete
this work.
I take the opportunity to thank each of them.
I owe sincere gratitude to
Managing Partner Mr. Muhammed .N.P
General Manager, Mr. Khalid Faisal. V
Dr. P. Babitha (BAMS)
Dr. G.G. Sukumaran (BAM)
Other factory Workers and Office Staff.
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CONTENTS
DESCRIPTION PAGE NO
1. INTRODUCTION 6 – 19
2. PRODUCTS AND TREATMENTS 20 – 30
3. BRANCHES AND AGENCIES 31 – 34
4. HUMAN RESOURCES MANAGEMENT 35 – 38
5. SALES PROMOTION TECHNIQUES 39 – 45
6. MARKETING DEPARTMENT 46 – 52
7. FINDING AND SUGESTIONS 53 – 56
8. CONCLUSION 54
9. BIBLIOGRAPHY 55
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Chapter 1
INTRODUCTION
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INTRODUCTION
AYURVEDA
The word Ayurveda is a compound of the word “ayus” meaning ‘ life’ or
‘life principle’ and the word ‘veda’ which refers to system of ‘knowledge’. Thus
Ayurveda roughly translates as the ‘knowledge of life’. Ayurveda is monumental
contribution of India to the world. As the name implies, Ayurveda is an organized body
of knowledge of the healthy living.
AYURVEDA - A WAY OF LIFE
Ayurveda, the ancient medical science of India, is not merely a doctrine of
medical treatment, but a way of healthy long life. Propounded by the seers of ancient
India. Ayurveda still stands on its own, despites the oddities it faced in the past.
Ayurveda offers solution to many human maladies which modern medicines fail to
heal. The purification and rejuvenative processes of Ayurveda are globally accepted
today.
Kerala with its entire entire rich traditional heritage and the flora replete with
medicinal herbs is considered to be the cradle of Ayurveda. The traditional
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Physician of Kerala have developed the special Kerala Ayurveda treatment and a
number of unique formulation. Thousands of people from different parts of the world
reach Kerala seeking Ayurveda cure for their chronic ailments.
DHANVANTARY- THE GOD OF AYURVEDA
Dhanvantary, an avatar of lord Vishnu, is considered to be the God Ayurveda.
According to Hindu legends, Dhanvantary appeared with a pot of amrith, Ayurvedic
texts, herbs and a conch in his four arms when the sagar (Ocean) was churned by
Devas and Asuras on either sides with Mandara Mountain as the axis and the great
serpent Vasuki as the rope.
According to some other texts, Dhanvantary had only two arms, bearing a pot
amrit and a leech on either hand. In Kerala the Ashta vaidya families worship
Dhanvantary.
OVERVIEW
According to Ayurvedavatarana (the descend of Ayurveda) the origin of
Ayurveda is stated to be a Devine revelation of the ancient Indian creator God Lord
Brahma as he awoke to recreate the universe. This knowledge was passed directly to
Daksha Prajapathi in the form of Shloka sung by Lord Brahma; and this was in turn
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passed down through a successive chain of deities in Lord Indra, the protector of
Dharma. According to this account, the first human exponent of Ayurveda was
Bharadavaja who learned it directly from Indra.
According to tradition Ayurveda was first described in text form Agnivesha in
his book the Agnivesh Thandra. The book was later redacted by Charaka, and
became known as Charaka Samhita. Another book is Sushrutha Samhita by
Sushrutha, the primary pupil of Dhanvantary. Sushrutha Samhita along with Charaka
samhita served as the textual material with in the ancient universities of Takshasila
and Nalanda. These texts are believed to have been written around the beginnings of
the Common Era and are based on a holistic approach rooted in the philosophy of the
Vedas and Vedic culture.
ANCIENT AYURVEDA TEXTS AND BOOKS
Ashtangahridya, Sushruta samhita and Chraka samhita are the ancient books
in ayurveda. All the original texts where in Sanskrit languages, which has translates to
different Indian Languages like Malayalam and Tamil.
1.ASHTANGAHRIDYA - The Essence of Eight Branches of Ayurveda.
The term ‘ Ashtangahridya’ literally means the heart of eight organs.
Ashtangahridya tells what you can find in this great Ayurvedic classic by Vagbhada;
written in the 15th century A.D.
“Kaya – bala - grihordhwwanga
Salya – damshtra - jaravrisham
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Ashtaanganithasyabu
Schikithsayeshu Samsritha.”
The above slogan tells that Kaya Chikitsa (treating physique or body) bala
(baala) Chikitsa (pediatrics)griha Chikitsa (Psyshiatry) Urdhvanga Chikitsa for shlakya
tantra (eye,ear,nose and parts above neck) Saliya tantra (surgery) damsthra
Chikitsa(toxicology)and Vrishya Chikitsa or Vajeekarana Chikitsa (aphorodisiac
therapy) Jara Chikitsa or rasayana Chikitsa (rejuvenation therapy) are the eight
branches of Ayurveda .
Ashtangahridaya is the book that tells in details about all the eight angas of
Ayurveda. It is the some total of all knowledge spread across millions of slogas from
thousands of books written by eminent Ayurveda practitioners and teachers from the
past. All topics regarding Ayurveda are concentrated to some 7000 slogas in
Ashtangahridaya.
2. CHARAKA SAMHITA by Acharya charaka
It is the main Ayurvedic text that deals with medicines and none-surgical
methods of Ayuirvedic treatment.Charaka Acharya lived in third or second century
B.C. Charaka Samhita is one of the three major classics of Ayurveda. Sushruta
samhita and Ashtangahridaya being the other two.
Chakara Samhita treats life as a form of consciousness and knowledge.
CharakaaSamhita tells in detail about health, hygiene, diet life style and medicine.
Snehan and Swedan Karmas are also describes in detail.
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Charaka Samhita tells about the root causes of diseases, diagnosis of
disease and treatment of different diseases. Human anatomy, sense organs,
physiology, panchakarma etc.
3.SUSHRUTA SAMHITA BY Acharya Sushruta
Sushruta Samhita was written some 3000 years ago by an ancient Acharya.
Sushruta is regarded as the basic knowledge of surgery. Surhruta was a great
surgeon of ancient times. He is also regarded as one of the four principal books on
surgery. In his books, Sushruta he also describes the methods of Panchakarma.
Dhanvantary, who is considered as the God of medicine and surgery is believed
to hand over the knowledge of surgery to Sushyuta. In ancient times,physicians
practicing surgery ere known as Dhanvantraeyans, because of their perceived
connection with Lord Dhanvantary.
Sushruta’s main forte is plastic surgery. His description of procedures of
surgery in this ancient book closely follows suit with modern plastic surgery
procedures.
Sushruta says there are 76 conditions that affect eyes. He prescribes
accurate surgical methods for 51 of them. Sushruta Samhita lists 700 medicinal herbs.
He also tells the methods of preparations of medicines.
Tridosha System in Ayurveda
The central concept of Ayurvedic medicine is that health exists when there is a
balance between three fundamental bodily humours or doshas called Vata, Pitta and
Kapha.
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Vata:
It is the air principle necessary to mobilize the function of nervous system.
Pitta:
It is the fire principle which uses bile to direct digestion and hence metabolism
in to the venous.
Kapha:
It is the water principle which relates to mucous lubrication and the carrier of
nutrients into the arterial system
Ayurvedic Tastes
Ayurveda holds that the testes of foods or herbs have specific physiological
effects. Those tastes that perform after digestion (Vipaka) are more powerful.
Sweet - Madhura:
Sweet food nourish, cool moisten, oil and increase weight
Sour- Anta:
Sour foods warn, oil and increase weight
Salty - Lavan:
Salty foods warn, dissolve, stimulate, soften, oil and increase weight
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Bitter - Katu:
Bitter foods cool, dry, purify and decrease weight
Pangent – Tikta:
Pangent foods warm, dry, stimulates and decrease weight
Astringant – Kasaya:
Astrigand foods cool dry, reduce stickiness
PANCHAKARMA AND AYURVEDIC MASSAGE
Panchakarma is a collection of purification techniques that Ayurveda prescribes
for some diseases and for periodic cleansing. A course Panchakarma typically includes a
short term dietary prescription massage herbs and purgatives. Sweat baths, medicated
enemas and nasal cleansing.
Ayurvedic massage is a form of treatment for various age related and other
common disorders. Some of the advantages which can be cited are pain relief, improved
circulation, stress relief, better sleep, flexibility athletic performers and emotional benefits.
Massage therapy can sooth pain, relax .stiff muscles and reduce the swelling that
accompanies arthritics; advocates came that with Ayurvedic massage, deep-sweated
toxis in the joins and tissues are loosened and released in to the system for elimination
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through natural toxin released processes. Ayurvedic massage is especially developed in
Sreelanka and Indian state of Kerala
Ayurveda recognizes that the main is very power full both in the causation and
cure of disease. So, strict mental discipline and adherence to moral values are
considered a pre-requisite for health.
There is no Wealth above the Wealth of Health
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CURRENT STATUS OF AYURVEDA
In the early 20th century, Ayurvedic Physicians began it organize into
professional associations and to promote their case for national recognition and finding.
This began to become a reality after Indian Independence.
Ayurveda is now a statutory, recognized medical system of health care like
other medical system existing in India. The Central Council of Indian Medicine (CCIM)
governs and recommends policies for the research and development of the system. An
encyclopedia on Ayurveda-Ayurveda.com has been developed to promote the knowledge
of ayurveda world wide.
In certain states in India, Charaka Samhitha and Sushrutha Samhitha Are Included in
the curricular of modern medical courses (M.B.B.S).
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DESEEYA AYURVEDIC PHARMACY
Founder: N. P. KOYALI HAJI, POONOOR
Founded in the year 1946 at Poonoor, Kerala, Deseeya Ayurvedic Pharmacy
has been in the fore front in spreading the massage of Ayurveda in India and abroad.
MANUFACTURING DIVISION
Deseeya Ayurvedic Pharmacy is today a leading Ayurvedic institution with a
full-pledged manufacturing division functioning at Poonoor where the most modern
technology is used for the processing of medicines. The division produces more than 400
traditional products and about 30 patent products in accordance with the principle of
Ayurveda as laid down in the ancient scriptures. The institution enjoys a wide reputation
for the quality of its products.
EXPORT SECTION
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As part of the manufacturing division, a separate export section in functioning
exclusively to facilitate the export of selected Ayurvedic drugs to various foreign countries
where export packaging of methods of international standards are employed.
RESEARCH AND DEVELOPMENT
The Quality control and research and development wing ensures the standards
of the raw materials used different stages of manufacturing and finished products.
MARKETING DIVISION
The institution has a wide marketing network with the marketing division in
Calicut, branches in different parts of Kerala and neighboring states and 300 agencies
and stockiest.
SOCIAL COMMITMENT
More than 200 families find their means of life directly due to the institution. It
is associated with the various charitable activities in bringing succor to the weaker section
of the society.
IN PURSUIT OF GROWTH
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Deseeya has programmes and projects in the offering to be implemented in the
coming years, so its services embrace a wide range of humanity and the massage of
Ayurveda spreads around the world.
MANAGEMENT
The management of Deseeya Ayurvedic pharmacy is done thoroughly by the
Assistant Manager and four Managing Partners. Assistant manager is a permanent staff.
This firm has accountants, supervisor, clerk, factory workers etc. Workers are appointed
in temporary and permanent. There are some seasonal workers also.
ACCOUNTING SYSTEM
Double entry system of accounting, branch accounting and computerized
accounting are used in Deseeya Ayurvedic pharmacy. Tally - 9 multi-user are used in the
head office. Accounts prepared in various branches of the firm are transferred to the head
office at the end of the every year.
TAX TREATMENT
1. Sales Tax:
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Sales tax is an indirect tax. These taxes are paid by the seller and burden of
the tax is indirectly imposed on the buyer. Inside the state 4 % value added tax is
imposed on every sale. Branches do not pay taxes. They transfer the sale proceeds to
the head office and taxes are paid by them. Taxes are paid before 10th of next (following)
month. Out side of kerala 3% tax is imposed, if certain conditions are satisfied. Other
wise the tax rate is 10 % these are also paid before 10th of next month.
2. Income Tax:
Income tax is a direct tax. Income tax is charged when the income of a person
exceeds certain limit. Tax on previous year’s income is paid in the current years. Current
year’s tax is charged in the next years. Advanced payment is made in 3 installments.
Installments are on September 15th , December 15th , and march 15th , of next year. In
Bangalore 4 % value added tax is imposed.
3. Fringe Benefit Tax:
Fringe benefit taxes are imposed on traveling allowance, telephone allowance,
hospitality, free gifts etc. In the case of telephone and traveling allowance 20% tax is
charged and in the case of free gifts the tax rate is 50 %. In these case also advance
payments are made in 3 installments (July 15th, September 15th and march 15th of next
year).
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Chapter 2
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PRODUCTS AND
TREATMENTS
PRODUCTS AND TREATMENTS
PRODUCTS
The products of Deseeya Ayurvedic Pharmacy (dap) are reputed for their
unique quality. It manufactures more than 400 traditional formulation and few special
products developed by its research and development. Some of the special products are :
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1. ABALAMRUTHAM
Herbal Uterine Conditioner – Corrects Ovarian and Uterine dysfunction.
Dosage : 30 ml thrice day
Presentation : 450 ml bottle
2. ARIYARADI SYRUP
Effective Ayurvedic preparation for infection skin diseases. Eczema and Allergic
dermatological lesions.
Dosage :
Children : 5 to 15 ml thrice daily
Adults : 30 ml thrice daily
Presentation : 200 ml bottle
3. AYUR RHEUMOL
Herbal analgesic oil for external application used in sprain, pain oedema and are
arthritics
Presentation : 25 ml bottle
4. HAYAGANDHA
Aphrodisiac and remunerative tonic in powder form useful in treating sexual weaknesses
and nervous debility
Dosage : 15 gms mixed with honey or ghee at bed time
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Presentation : 50gm and 150gm container
5. KRIMIHARI SYRUP
Effective and palatable anathelmintic for anorexia Dyspesiya and Constipation.
Dosage
Children : 5 to 15 ml thrice daily
Adults : 30 ml thrice daily
Presentation : 100 and 200 ml bottle
6. KSHEERAMRUTH 101
101 times potentiated preparation of Guduchi For Rheumatism, Arthralgia, Rheumatoid
Arthritis, Osteo arthritis burning sensation and contusion.
Dosage : 8 to16 drops orally with suitable adjuvant and for
local application in painful conditions
Presentation : 100ml vial
7. RAKTHASHODHINI
Effective blood purifier and Antiprufic Liquid.
Dosage : 30 ml thrice daily
Presentation : 450ml bottle
8.RAKTHA BINDU
Heamatinic Liquid for iron deficiency, Aneamia and general debility with mild laxative
action.
Dosage : 20ml thrice daily
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Presentation : 450ml bottle
9. SHIKARIGULAM
Palatable Khan for external and internal Piles, Chronic Constiption, bleeding and non
bleeding piles.
Dosage : 10to15gm At bed time
Presentation : 100and 200 gm bottle
10. TARUNAKALAPAM
Peadiatric tonic for liver disorders, dyspepsia, constipation and skin disease.
Dosage : 5to20ml thrice daily
Presentation : 200 ml bottle
11. MAHISHA DRAVAKAM (Distilled)
Effective in all types of Arathralgia
Dosage : 15to 30ml with suitable adjuvant
Presentation : 450ml bottle
12. SARASAPARILA (Distilled)
Diuretic reduces, burning sensation and correct body odor. A palatable health drinks
when added to pure water and sugar
Dosage : 5 to 10ml with water or suitable adjuvant
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Presentation : 450 ml bottle
13. PRASAVA RAKSHA LEHAM
Ideal nourishment Leham during convalescence after delivery and in back ache .
Dosage : 15 to 20 gm twice daily
Presentation : 500gm bottle
14. SMRITHI THILAM
Good for Epilepsy and associated neurological disorders for internal and external
application.
Dosage : 2 to 5 drops
Presentation : 5 ml vial
15. DIABESOL CAPSULES
The right solution for diabetes mellitus
Indication : Diabetes Mellitus
Dosage : 1 to 2 capsules a day as directed by physician.
16. SEMEDINE CAPSULES
For enhanced power and drive.
Indication : Spermatorrhoea, premature ejaculation, sexual
deficiency, Sexual Vitality etc.
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Dosage : 1 to 2 capsule a day as directed by physician.
17. LIPISOL CAPSULE
It is a Combination of cardio-protective, Hyper Cholesteroaemic and anti -hypertension
ingredients.
Indication : Obesity Hypertension, Insomnia and stress
Atherosclerosis etc
Dosage : 1 capsule a day as directed by physician
18. HERBULSA SYRUP
Quick relief from gastric and acidic problem
Indication : Hyper tension, Gastritis heart burn flatulence, Sourbelchings etc
Dosage : 10 to 15 ml 2 to 3 times a day
Presentation : In pet bottles of 200 ml.
19. D.KOF COUGH SYRUP
Indication : Cough, Cold, Bronchitis Throat irritation etc
Dosage : 5 ml 3 to 4 times a day
20. DAN OIL
Indication : Eczema, Dandruff, Rough Skin Psoriasis etc
Application : External only.
21. NAYANA DROPS (Collyrium)
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Indication : Eye strain, redness, irritation and watering of eye
Dosage : 2 to 3 drop 3 to 4 times daily.
22. BETASOL CAPSULES
Diseases of the century, hyper tension and Palpitation successfully treated.
Indication : Hyper tension, Palpitation
Dosage : One capsule thrice or twice a day
23. KSHEERAYASTHI (101)
Ideal for preparation for ulcers, acidity (internal ), Strikogenous(external )
Indication : Ulcer, Acidity, Oedema , Trichogenous etc
Dosage : Internal 8 to 16 drops 2 times a day with warm
milk or Kwathas.
24. ALOE BHEDI CAPSULES
Amenorrhoea, Dysamenorrhoea and irregular cycles.
Indication : Leucorrhoea amenorrohea, irregular cycles etc
Dosage : One Capsule twice or thrice a day
25. DEMORIL SYRUP
All types of skin disease, Allergy, Very good for children
Dosage : 5 to 15 ml twice a day
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TREATMENTS
Deseeya Ayurvedic Pharmacy (dap) offers Panchakarmma and Sweda Sneha
Kriya, Kerala’s special treatments, purificatory and rejuvanative therapiessd etc under
the supervision of eminent and experienced Physicians, by a team of well trained
male and female therapists. Yoga and other alternative systems of therapy are also
available here for better and sustained effect of the prescribed courses of treatments.
The treatments are programmed in such a way that the patients involve themselves in
the heating process. Nutritive and balanced satvic food is served to the inmates.
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Extensive research programs are conducted in the centre of evaluating the efficiency
of Ayurvedic and alternative therapies in chronic ailments.
Some of the Swedakarma Kriyas they offer are:
1. ABHYANGAM
Massaging the whole body with medicated oil for validity, improving the blood
circulation and texture of skin.
2. PINDA/PATRA – POTALA SWEDA
Massaging the body with small linen bags filled with herbal powder or leaves
for various muscular and nervous disorders.
3. SIRO DHARA
Continuous irrigation of medicated oil or decoction over the forehead along with
body massage employed for treating the disease of the head, insomnia, lack of
memory, paraplegia, lack of vitality etc.
4. SIROVASTHY
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Retaining the medicated oil over the head by means of a special cap. An
effective treatment for facial paralysis, speech problem, nervous disorders and
Insomnia.
5. PIZHICHIL
Pouring medicated oil over the body which is an effective cure for Rheumatic
complaints and disorders of the nervous system. It also rejuvenates the whole
body.
6. UDWARTHANAM
A remedy for obesity. It is a whole body massage using dry herbal powders to
reduce excess fat in the body. It also provides mobility to joints strengthen the
muscles and refreshes the body.
7. AVAGHASWEDHA
The whole body is dipped in diluted and warm decoction of herbs after a short
period of Abhyanga. This is indicated in body pain especially low back pain
and in some condition of skin diseases. It also improves the complexion and
the skin texture.
8. VASTHI
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As kind of enema with herbal decoction and or specially medicated oil. Highly
useful in pain full Rheumatic problem, nervous complaints, stomach disorders
etc. It is one of the best purificative processes.
9. NASYAM
Medicated oil / ghee is poured into the nostrils in drops by means of a special
dropper. It is one of the important Panchakarmma Kriya. An effective
treatment for Migrane, Sinusitis, Spondylisis etc.
Banglore and Kalpetta branches have attached treatment centres where all the
Ayurvedic treatments are available.
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Chapter 3
BRANCHES AND
AGENCIES
BRANCHES AND AGENCIES
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BRANCHES
There are nine branches. The head office also considered as a branch. The
places where the branches of Deseeya Ayurvedic Pharmacy (dap) situated are
poonoor, balussery, thamarassery, Kalpetta , Panamanram, Meppadi, Mananthavadi,
Sulthan bathery and Banglore. In every district a sales manager and a sales executive
are appointed. They manage all the activities in the branches. The sales executive
takes promotional activities to increase the sales and annual turnover of the firm.
The accounts prepared in each branches are transferred to the head office at
the end of every year. The important business activities like tax payment etc are done
the the head office itself. All the activities in the branches are managed and controlled
by the firm.
All the branches are worked under the control of and direction of the head office.
The profits earned from the branches are added with the profit of the head
office. At the same time the expenses or losses incurred from the branches are
reduced from the profit of the firm.
AGENCIES
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The institution has above 400 agencies in various districts. It has a lot of
agencies in Kozhikode, Wayanad, Kannur and Thrissur. In Kozhikode district it has
various agencies in almost all the places like Balussery, Thamarassery, Iyyad,
Purakkattiri, narikuni, Kunnamangalam etc. In Alappuzha also it has agencies.
The Profit earned through these agencies is not include in the profit of the
firm.A fixed percentage is given to the agent as commission and the balance is added
with the profit of the firm. In these cases, the management of the firm has no control
over them. The firm provides the authority to the agent to sell their products.
The products are supplied by the firm when the agent needed it. Various sales
promotional activities provided by the firm will help the agent to sell the product easily.
This will increase the annual turnover of the firm. New paper advertising, radio
advertising, advertising through local channels etc are used to promote the sales.
TERMS AND CONDITIONS FOR TAKING AN AGENCY
There are no rigorous legal formalities. Deseeya Ayurvedic Pharmacy (dap)
provides license to sell their product to the applicants who have panchayath license or
not. The applicants (agents) who have panchayath license have more legal validity. To
sell the ayurveda products there is no necessity to gather the license like drug license
and other license. A shop with convenience is necessary for taking an agency.
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The firm provides the authority to sell their products to the agent if
the following conditions are satisfied.
1. It is the place there is no agency or branch of the firm existed.
2. The agents must make advance cash payment for the products. Credit purchase
is avoided.
The products supplied by the firm to the agency are re-collected by the firm
after the expiry date. These Ayurvedic medicines are destroyed by the factory and the
bottles of medicines are re-filled.
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Chapter 4
HUMAN RESOURCES
MANAGEMNENT
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HUMAN RESOURCES MANAGEMENT
The human resources of an organization consist of all individuals regardless of
their role, who are engaged in any of the organization activities, Organizations require
a number of things to be effective such as physical resources, financial resources,
marketing capability and human resources. While all these are important to
organizational effectiveness, the factor that is most likely to provide potential
competitive advantage is human resources and now these resources are managed.
The foughtest task too many small and big organizations are to effectively procure and
manage its human resources.
Human resources management is a philosophy of people management base
on the belief that human resources are extremely important for sustained business
success. Thus an effective human resources management system is necessary to
make increase in the sales and annual turnover of the business firm. For these
employees are motivated and well managed. A good working condition and a good
payment system must be maintained to retain the existing workers in the firm.
HUMAN RESOURCES IN THE PHARMACY
More than 200 families find their means of life directly due to the institution.
This institution has three types of workers. They are permanent staff, temporary
workers and seasonal workers. Seasonal workers do their work for daily wages.
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They have work at certain seasons like collection of raw materials, pinching the leaves
etc. Temporary workers are appointed for a fixed period of time. Permanent workers
do their work up to the time of their retirement.
RETIREMENT OF EMPLYEES
All permanent employees do their work up to the age of 58. The Assistant
General Manager is permanent staffs that are also worked up the age of 58.
PROVIDENT FUND
The employees in the Desiya Aurvedic pharmacy get provident fund facility.
Provident fund are given on the basic salary. The rate 12 %.( 12% of the basic salary).
Provident fund include employers share and employees share. The contribution of the
employee and the employer to the provident fund is equal.
BONUS
The management of the firm provides 20% bonus to the workers in the firm. The
bonus is paid on the basic salary. The ceiling amount of bonus isRS.6000/- If the
(20%) of the basic salary).Bonus is near more than 6000/- the employee get
6000rupees only.
LEAVE
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The employees are worked in two shifts. The manufacturing processes are
mainly done at daytime. The employees get one weekly off. They also get 12 casual
leave and 6 Sick leaves. Earned leave also provided to them.
TRAVELING ALLOWANCE
Traveling allowance also provided to the General Manager and other works.
Deseeya Ayurvedic pharmacy offers a good working condition to the works in it.
They get a better work experience and a good working environment. The workers in
the factory are worked in two shifts.
In Deseeya Ayurvedic Pharmacy the works are done at separate units. It has
filtering units, Choorrnam fillingunits, gulika section, raw drug store, gulika grinding
section, kasayam filling units, leham filing unit and a quality control lab.
Most of these units, the process are done with the help of machines. They are,
filtering machine, leham filling machine, grinding machine, kasayam filling machine,
juice expeller, capsule filling machine, electric furnace etc.
In leham filling units the filling processes is done with hand also. After the filling
the products are sealed and labeled. Electric furnace is used for making Bhasm. The
capsule filling machine must be used in the room with air conditioner. In gulika section
also they use machine to cut and roll the gulika.
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In the raw drug store a lot of dry materials are assembled. This include Aritharam,
Nutmeg fruits, Camphor, Aniseed, Tribulas, Terrestris, Goosebeerry(dry), Makkeeram,
Mulamuth, Mustard etc.
The products manufactured in the factory are tested in the quality control lab
and after the testing they are packed and marketed.
Chapter 5
SALES PROMOTION
TECHNIQUES
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SALES PROMOTION TECHNIQUES
Sales promotion simply means the communication between the sellers and the
buyers. All the activities which are done for promoting the sales are also termed as
sales promotion.
Marketing communication or promotion plays a very important role in marketing.
Even if a product is very good, it may not achieve full success unless the promotion is
appropriate and adequate.
Sales promotion includes many things like trade fairs and exhibitions, free gifts,
sample, melas, contests, games, lotteries etc.
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SALES PROMOTION TECHNIQUES IN DESEEYA AYURVEDIC PHARMACY
In DAP they conduct sales promotion programmes like trade fairs and
exhibitions, meals etc and they also provide free gifts and samples.
Trade fairs, as its name implies, is target oriented. It is staged for the purpose
for selling goods or demonstrating new ideas and techniques. An exhibition on other
hand is not specifically for trade but for the public. Trade fairs are two types i.e.,
General fairs and specialized fairs. At a general fair, goods displayed over many
different fields. A specialized fair concentrates on products may be on display.
Deseeya Ayurvedic Pharmacy conducts Vyapara Mela for promoting their
sales. For conducting these types of activities they provided fringe benefit taxes to the
government of India.
ADVERTISING
Advertising is an important type of sales promotion technique. The word
‘Advertising’ has been derived from the Latin word ‘Adverts’ which means to turn
people’s attention to a specific thing. Success of a business depends upon fast sales
and repeat order. Every business man, therefore, tries to maximize his sales. In
order to obtain higher turnover business now uses various methods of persuading
people to buy their products.
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Advertising implies “any paid form of non- presentation and promotion of idea,
goods and services by an identified sponsor”.
Deseeya Ayurvedic pharmacy also tries to maximize their sale and turn over.
For these they provide business communications through various advertisement
Medias.
Deseeya Ayurvedic pharmacy use press Advertising, Radio advertising and
Television Advertising to persuade the people to buy their products.
I. PRESS ADVERTISING:
It refers to advertising in Newspapers, Magazines and journals which are read
by large number of people. It is common medium of advertising.
NEWS PAPERS:
Deseeya Ayurvedic Pharmacy mostly uses News paper advertising. The
Advertisement Given by the Ayurveda Dispensary is sponsored by Deseeya
Ayurvedic Pharmacy. In the news paper the business communication of the Ayurvedic
Dispensary is followed by the prescription of DAP.
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Advertising in daily news paper offers the following:
ADVANTAGES:
As an advertising medium news paper are timely and flexible.
News paper has extensive coverage.
They reach a large number of people of at a low cost.
The advertisements can be adapted to local social and economic conditions.
It is an excellent medium for try out campaigns.
The advertisement can be repeated several times.
II. TELEVISION ADVERTISING
This is the latest and fast growing of all major media to advertising. The
potentialities of television are greater than radio.
Deseeya Ayurvedic Pharmacy provides their advertisements through local
channels like MCV, KCV etc. This will help them to sell their products without much
effort.
The television advertisement offers the following advantages.
It makes its appeal through both eyes and the ears.
Products can be demonstrated and explained.
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It is the most versatile one.
It offers flexibility in terms of geographical average and in turns of the time the
message is presented.
III. RADIO ADVERTISING
Radio as a medium of advertisement has become very popular. To create
interest in listeners, these advertisement combine music, quiz programme etc.
Deseeya Ayurvedic Pharmacy also gives their advertisement through radio.
These of advertisement are less expensive when compared to television advertising.
For example, Advertisement of ‘D-kof Cough Syrup’.
Radio advertisement offers the following advantages:
It has wide coverage.
It has wide appeal.
It is suitable even for illiterate people.
As compared to news papers and magazines it is a quicker medium.
These three types of advertisement Medias are generally used by the Deseeya
Ayurvedic Pharmacy. This will help the firm and its branches and agencies to market
their product very easily. Through this the annual turn over of the firm will increase. The
sales man and sales executive pay less effort in the process of selling because
consumers have the necessary information about the product.
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The following are the benefits which provided by a good advertisement.
Advertising creates regular demand by smoothening out seasonal and other
fluctuations.
Advertising acts as on aid to selling.
Advertising creates the necessary ground for success of the efforts of the
dealers or sales man as it creates awareness.
Advertising helps in the introduction of new products.
Advertising helps in increasing the good will of the firm and reputation of its
products.
Advertising enables the manufacturer to expand the market for his products.
Helps in increasing profitability by increasing sales volume.
Increased sales and larger profits motivate the manufacture to encourage
research in his organization.
After the sales promotional activities, the sales and annual turnover of the firm will
be increased year by year. In some cases, purchasing a new machine, acquiring a
land and building the profit of the firm will decreased because during that year the
depreciation is high.
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Chapter 6
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MARKETING
DEPARTMENT
MARKETING DEPARTMENT
Every manufacturing concern has a marketing department. This department is
headed marketing manager. Marketing plays an important role in society by helping
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us to satisfy our, needs and wants and by helping organization to determine what to
produce.
The ultimate purpose of production is the satisfaction of human wants.
Production of goods has no meaning unless they are distributed of consumers. The
goods produced. Should be transferred to consumers at a time when they need them.
Marketing helps in doing so. Thus marketing makes goods more useful to the society
by getting them where they are wanted. When they are wanted and by supplying
them to those people who want them.
Marketing is a social and managerial process by which individuals and groups
obtain that they need and want trough creating and exchanging products and value
with others. According to modern marketing executives, marketing means creation
and relation of customers and satisfaction of human needs of the society. Marketing
understands consumers, their value, attitudes and life style.
The Deseeya Ayurvedic Pharmacy has a wide marketing net work with the
marketing division in Calicut, branches in different parts of Kerala and neighbouring
states and 300 agencies and stockiest.
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Deseeya Ayurvedic Pharmacy marketed mainly 7 types of products like Bhasm,
Ghulika (e.g:Dhanwanthram Ghulika, Yogaraja Ghulika, Kangayanam Ghulika etc),
Choornam(medicine in powder form), Oil(e.g.: Dan oil),Leham(e.g.: prasavaraksha
leham,Vidharyadhi leham etc), Thailam(e.g:Smrithi thailam,Ksheerabala thailam
etc),Capsules(e.g:Lipisol capsules,Senedine Capsules etc), Syrup(Sermoril
Syrup,herbulsa Syrup etc). These products are marketed by through the branches and
agencies in kerala and neighbouring states. The capsules are also marketed through
other medical stores. Arishtam(Dhasamoolarishtam)are also marketed by Deseeya
Ayurvedic Pharmacy.
PRICING
Price is the exchange value of a product or service expressed in terms of
money. In Deseeya Ayurvedic Pharmacy a fair price should be given to the products.
The price of product is generally determined on the basis of the cost incurred in it. A
certain percentage of profit is added with the cost of product .Deseeya Ayurvedic
Pharmacy adopts certain price adjustment strategies like allowances, discount etc.
PROMOTION
Promotion may be referred to as the various activities that an enterprise
undertakes to communicate and promote its product to target customers. Deseeya
Ayurvedic Pharmacy gives advertisements in radio, television and news paper. This
institution gets mouth publicity also.
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PACKING
The term packing refers to the activity of putting things together in a package.
Package refers to a bundle of things packed. A package of product constitute some
features namely shape and size, colour, external appearance, protection, convenience
etc. Packing materials are developed so as to protect the products from effect of
environmental degradation.
LABELLING
A label is a slip of writing affixed to anything to denote its contents, ownership
etc. Labeling is the process of sticking the label on the product. In Deseeya
Ayurvedic Pharmacy a labeling unit works. Batch number, expiry date, manufacturing
date etc are printed on the label with the help of a printing machine in the labeling unit.
A label contains name of producer, name of the product, quantity of the
product, quality of the product, ingredients, instruction for use and storage etc.
BRANDING
Branding is the process of giving brand name for the product. Brand name is a
combination of words used to identify a product and to differentiate it from other
products. The brand name of Deseeya Ayurvedic Pharmacy is DAP .
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TRADE MARK
Trade mark is a legal term when a brand name or brand mark is registered and
legalized if become a trade mark. Trade mark gets legal validity.
PATENT RIGHT
Patent right is the special of the manufacturer or the producer to reproduce the
product. No one can reproduce the same without the written permission of the
producer. Deseeya Ayurvedic Pharmacy produces about 20 patent products. The
right to produce these products is vested in the hands of the manufacturer.
PROBLEMS FACED BY DESEEYA AYURVEDIC PHARMACY
DAP is a leading institution in the case of Ayurvedic products or medicines.
This institution has certain problems also. The major problems faced by the DAP are
given below:
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1. SHORTAGE OF POWER
In Deseeya Ayurvedic Pharmacy most of the departments are worked with the
help of machines. Machines like grinding machines. choornam filling machine etc
does not work without power supply. So the shortage of power is a major problem
raised in the production centre.
2. SCARCITY OF RAW MATERIAL
The raw materials are collected from the places like Mysore, Wynadu etc. The
raw materials are not available in the local market. The scarcity of material is another
major problem.
3. HIGH COST AND SCARCITY OF FIRE WOOD
High cost and scarcity of fuel is another major problem raised in the factory.
There is scarcity for getting the fire wood which is necessary for the production
process. Thus the purchase department compelled to buy the fuel at high cost.
4. INEFFICIENT LABOUR
In – efficient labors are another problem in the case of Deseeya Ayurvedic
Pharmacy. In-efficient labors make delay in the production process and they also
make more wastage than others.
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5. HIGH TRANSPORTATION COST
High transportation cost is another important problem. The raw materials are
collected from the places like Mysore, Wayanadu, kozhikode etc. the collected
materials are brought to the factory with the help of a vehcle. This is very expensive.
Besides there the products are transferred to the branches, agencies etc are more
costly.
6. TAX BURDEN
The taxation policy implemented by the government of India is the another
major problem faced by pharmacy. Deseeya Ayurvedic Pharmacy pays three types of
taxes to the government. They are Sales tax, Income tax, and Fringe Benefit Tax.
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Chapter 7
FINDINGS
AND
SUGGESTIONS
FINDING AND SUGGESTION
FINDING
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Deseeya Ayurvedic Pharmacy is a leading institution in the area of marketing
and production of Ayurvedic Medicines. They produce more than 400 traditional
products and about 20 patent products in accordance with the principle of Ayurveda
as lay down in the ancient Scriptures.
The branches of Deseeya Ayurvedic Pharmacy are attached with treatment
centres where all the Ayurvedic treatments are available.
Different types of departments or units are worked in Deseeya Ayurvedic
Pharmacy. They are filling unit, Labeling Unit, Gulika section, Choornam
section, Capsule filling etc.
Most of the department in Deseeya Ayurvedic Pharmacy is worked with the
help of machines like capsules filing machine, Kasayam filling machine, Juice
expeller, filtering machine etc.
Deseeya Ayurvedic Pharmacy provides bonus and Provisional fund facility to
the workers. In these institution workers are maintained in a good manner.
The management of the Deseeya Ayurvedic Pharmacy appoint a whole time
Ayurveda doctor in the head office of the institution.
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In Deseeya Ayurvedic Pharmacy the workers are appointed in a permanent
and temporary basis. Some of them are seasonal workers.
Deseeya Ayurvedic Pharmacy is associated with various charitable activities.
Deseeya Ayurvedic Pharmacy offers more than 7 types of products to the
public. They are Syrup, Capsules, Bham, Arishtam, Thailam etc.
Deseeya Ayurvedic Pharmacy appoints a Sales Manager and a Sales
Executive in every district for their marketing process.
The research and development department of the institution activity engaged in
research work of modernization of products and quality control of ayurveda
drugs.
Deseeya Ayurvedic Pharmacy provides more employment opportunities to the
ladies. In the factory and office a large number of ladies are worked.
SUGGESTION
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Try to produce by products like manures from the wastes arising in the factory
after the manufacture process.
Try to produce and market the products like tooth paste, toilets soaps etc.
Provide pension to permanent staff those who are worked for in the factory
many years.
Try to grow herbal plants which are necessary for the working of the factory.
Provide better working conditions are recreational facilities to the workers.
Try to increase the number of branches. Branches are profitable than the
agencies.
Try to start treatment centres along with all branches.
Try to fix a bio-gas plant in the factory. It helps to make a remedy for the
scarcity if the fuel (fire wood). It helps to avoid environmental pollution also.
Give more attention on the sales of patent products.
Try to encourage the agencies in their working.
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CONCLUSION
From the above analysis we can understand that the Deseeya Ayurvedic
Pharmacy is a leading institution in the field of Ayurvedic Medicines and Treatments.
They offer a wide variety if treatments and products to the public. Deseeya Ayurvedic
Pharmacy offers solution to many human maladies which the modern medicines fails
to heal. Deseeya Ayurvedic Pharmacy has been in the fore front in spreading the
message of Ayurveda in India and abroad.
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BIBLIOGRAPHY
SHASHI. GUPTA & ROSY JOSHI
Human Resources Management, Kallyani Publishers, New Delhi.
RICHARD .R. STILL, EDWARD.W.CINDIFF & NORMAN.A.P.GOVONI-
Sales Management
Decisions Strategies and Cases – 5th edition
Printice Hall of India Pvt. Ltd., New Delhi.
Website :
www.deseeya.com
www.keralaayurvedic.com
Wikipedia, the free encyclopedia.
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