Journal of Exclusive Management Science May 2018 - Vol 7...

Journal of Exclusive Management Science – May 2018 - Vol 7 Issue 05 – ISSN 2277-5684

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“Brand and Distribution Marketing Strategies for Ayurvedic Units at Mysore”

Harisha.V

Dr. Bhargav.S.V.Ramachandra

Research Scholar, Bharathiar University, Phd-cat-B., Coimbatore.

Professor and Director, TQM School, Mysore 1. Introduction :

1.1. Introduction to research:

The research as the title ““Brand And Distribution Marketing Strategies For Ayurvedic Units At

Mysore” of the research suggest is to declare and explore the requirements and needs of brand and

distribution marketing strategies for ayurvedic manufacturing units and distribution centers of national and local ayurvedic units at Mysore to bring overhaul turnaround for the Indian ayurvedic industry

and to make it competitive to suit the needs and aspirations of customers and compete with the strong

rooted allopathic and other medical systems and brands .

The research study has been conducted with a questionnaire study of marketing and

distributions persons, dealers and customers of famous ayurvedic products at mysore ( in market) to arrive at final conclusions and “new model of Brand And Distribution Marketing Strategies For Indian

Ayurvedic Units and its products for success ” with lessons to learn and lessons to teach the market.

The research mainly is focused to find the present level of brand building and distribution

strategies of Indian Ayurvedic products and units at Mysore and how they are presently successful , its

strengths , weaknesses , threats and opportunities will be studied w.r.t the feedback of customers and

their needs and aspirations and to find the “ need for change” , “need for improvement “ , “need for innovation “ to give the company and its products a vertical growth in the market . The research is

focused on “SWOT” analysis of the brand building and distribution centers of the Indian Ayurvedic

products in Mysore market.

The research will be addressing the issues with the parameters of change , improvement,

innovation required in the brand and distribution strategies for Indian “Ayurvedic products and units“ for better customer’s happiness and health added up with friendly service experience at their outlets

with continuous customer requirement mapping to update products and its strategies .

The study is conducted at the manufacturing and distribution centers of three Mysore based

Ayurvedic famous brands and three national brands at mysore to draw conclusions for national

perspective for planning fro future. The research has taken up an exhaustive secondary survey for

conceptual base for the present research.

The literature survey on the following aspects mentioned below have be exhaustively done to find the

real research gap and arrive at research question and the details of the literature survey conducted is

detailed in 2nd section.

a) Introduction to marketing strategies

b) Introduction to brand building and distribution strategies.

c) Introduction to brand building and distribution strategies for Ayurvedic and herbal products.

1.2 The research question.

The research is all about finding the critical success factors of “brand building and distribution

marketing strategies “for Indian Ayurvedic manufacturing and distribution centers and units at Mysore

- for the vertical growth and turnaround for “Indian Ayurvedic products and units to rule the drug,

cosmetic and consumer product market in India.

The research question is to find what are the changes , improvements and innovations required

for the “ brand building and distribution marketing strategies “ for Indian Ayurvedic products ( units )

for vertical growth in global herbal , drug and ayurvedic market - is the research question of this

thesis.

1.3 Research Objectives and hypothesis :

As the Title of the research suggests that the research is addressing the major research

parameters of brand building and distribution marketing strategies of Indian (national - local) Ayurvedic

products and units in Ayurvedic, herbal, drug, cosmetic and consumer goods market. The research


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objectives declared to explore need for changes, improvements and innovations required for the “

brand building and distribution marketing strategies “ for Indian Ayurvedic products ( units ) for

vertical growth in global herbal , drug and ayurvedic market- bring overhaul turnaround for the Indian

ayurvedic units .

The overall objective of the present research could be split up into the study of following

parameters:

A) Brand building strategies.

B) Distribution strategies.

C) Customer issues and feedback systems in marketing.

D) Quality issues - product quality and marketing service quality in reaching customer aspirations.

E) The channel partners and dealers issues.

F) Overall customer satisfaction on these ayurvedic brand ( name and quality )

G) Overall customer satisfaction on the distribution (outlets and dealers) of these ayurvedic brand.

2. Objectives and hypothesis:

2.1 The generic objectives of the research are listed as follows;

The main research objective of the thesis is to find out through a sample study of the respondents

(marketing executives and dealer executives) from manufacturing and distribution centers, marketing outlets, dealers shops the present state of the Ayurvedic units brand and distribution and to find the

improvement requirement in their marketing strategies for better sustainability and growth in Indian

and as well as global market.

The specific objectives of the research could be listed as follows:

1. To study the present level of brand building and distribution strategies and needs for innovation and

improvement in the system for Ayurvedic brands (national and local) at Mysore.

2. To study, measure and analyze the present level of customer satisfaction with the brand (strength,

name and quality) of the ayurvedic products (national and local brands) in Mysore.

3. To study, measure and analyze the present level of customer satisfaction with the distribution

system (outlets and dealers) of the ayurvedic products (national and local brands) in Mysore.

4. To study, measure and analyze the present level of marketing executive’s satisfaction with the brand (strength, name and quality) of the Ayurvedic products (national and local) in Mysore.

5. To study, measure and analyze the present level of marketing executive’s satisfaction with

distribution system (outlets and dealers) of the Ayurvedic products (national and local) in Mysore.

6. To study the relationship between the customer satisfaction and the brand and distribution systems

of the survey brand.

7. To study and understand any other issues related to the subject matter of the research.

To arrive at suitable findings and conclusions and to arrive at “success model of brand and distribution

marketing strategies” for Indian Ayurvedic products and units and units in specific located at Mysore

and to Indian Ayurvedic units in general.

2.2. The Hypotheses of research are listed as follows;

The Researcher has conducted a preliminary sample study by way of discussions and interviews with the selected respondents from Mysore Ayurvedic units and outlets has designed the following

NULL hypotheses:

1. H01 The present level of brand building strategies of Indian Ayurvedic brands at Mysore is NOT

sufficient to be competitive in market and have vertical growth for the product brands.

2. H02 The present level of distribution strategies of Indian Ayurvedic brand at Mysore is sufficient to

be competitive in market and have vertical growth for the product brands.

3. H03 There is NO significant difference between the customer satisfaction on the brand (strength,

quality and name) between local and national of ayurvedic brands in Mysore market.


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4. H04 There is NO significant difference between the customer satisfaction on distribution systems

(outlets and dealers) - between local and national of ayurvedic brands in Mysore market.

5. H05 The Marketing executives (outlets and dealers) are NOT significantly satisfied with the brand of

the Ayurvedic products in Mysore. ( local v/s national)

6. H06 The Marketing executives (outlets and dealers) are NOT significantly satisfied with the

distribution system of the Ayurvedic products in Mysore. ( local v/s national)

7. H07 The customers satisfaction is NOT related to brand value and distribution systems of the

ayurvedic brands in Mysore market.

The following hypothesis has been framed by the initial survey to be investigated by primary and

secondary research survey on the subject matter of the research.

3. Research Methodology:

The research methodology of this research would a preliminary sample study by way of discussions and interviews with the selected respondents from marketing executives, dealer executives

dealing in the survey ayurvedic products of survey units and customers of these brands in Mysore. The

methodology also include besides this sample survey the secondary survey of Books, management

journals, research organization records and research magazines, conference proceedings and annual

reports of the sample survey organisation and units with additional information from web sources. The methodology for analyzing the pros and cons of brand building and distribution challenges involved in

the marketing activity and strategies of ayurvedic products in Mysore and to the understanding of

following:

I. Brand building strategies.

II. Distribution strategies.

III. Customer issues and feedback systems in marketing.

IV. Quality issues - product quality and marketing service quality in reaching customer aspirations.

V. The channel partners and dealers issues.

The above are treated as the independent parameter or factors of research and the dependent

parameter defined by the research are:

a) The level of customer and marketing executives (dealer and direct outlets) satisfaction of these brands and their distribution system.

The research tries to find the relationship between this independent and dependent parameter and

which parameter –factor and its sub-factor decides the growth and favorable and substantial elevation

of the dependent parameters.

3.2 Sample survey:

The survey organisations selected for the research are:

a. Nikila Karnataka (ayurvedic) company limited , Mysore (NKCL)

b. B.N pandits and co , mysore

c. S.N. pandiths and co , Nanjangud , mysore

And its competitors (national) products in Mysore

d. Kotekal ayurvedic distribution and mkg units

e. Himalaya ayurvedic distribution and mkg units

f. Pathanjali ayurvedic and herbal products distribution and mkg units.

The study mainly goes into research through a primary sample survey to find the present level of

success of brand building and distribution of these survey ayurvedic units (products) and related

marketing strategy issues by way of a random sample survey of the respondents through a

questionnaire study conducted on selected units at Mysore. This primary survey would be the research survey ( on customers, mkg executives and dealer executives) coupled with the discussions and

interviews of the owners, directors, doctors and other factory managers working in these survey

ayurvedic units.


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The random sample of selected respondents will be drawn from the respondents (above mentioned)

from survey units situated at Karnataka. This is to ascertain the level of success, effectiveness and

efficiency of the present level and the improvements required in the research parameters (factors) brand

building strategies, distribution strategies, customer issues and feedback systems in marketing, quality

issues - product quality and marketing service quality in reaching customer aspirations, the channel

partners and dealers issues to bring a vertical growth in the market positioning of their brand. The research has designed above listed the null hypothesis with regard to the objectives of the research and

the same would be tested under statistical study using random sampling methods, stratification

techniques and suitable statistical tests.

A questionnaire would be designed with regard to the parameters of the research w.r.t their

relationship with dependent parameters of research would also be part of the questionnaires supplied to

respondents drawn from these survey units at Mysore. The Primary data analysis is conducted in two fold pattern. First level discussion is made with the respondents and the second level is the distribution

of separate set of questionnaire designed for respondents (who are all directly dealing with

customers and the marketing activity of these ayurvedic brands) from the distribution units of

these ayurvedic brands in the survey units

The primary data so collected will be analysed using suitable statistical tools of like averaging, summarizing, chi-square tests and the objectives are addressed and hypothesis are tested and the

results are analyzed and suggestions are arrived at before the final conclusion are drawn. The

secondary data such as text books, management journals – national and international, research

organization records and research magazines, conference proceedings are used to understand the basic

aspects of brand building, distribution strategies, generic marketing strategies specifically for ayurvedic

products from India with review of recent research papers published addressing the same issue and subject matter of the research.

3.2 Primary Survey Study:

The organizations – units and divisions selected for this research are as follows:

a) Nikila Karnataka (ayurvedic) company limited , Mysore (NKCL)

- Three distribution centers of their own and general ayurvedic dealers

b) B.N pandits and co , Mysore.

- Three distribution centers of their own and general ayurvedic dealers.

c) S.N. pandiths and co , Nanjangud , Mysore.


d) Himalaya ayurvedic distribution and mkg units.


e) Pathanjali ayurveic and herbal products distribution and mkg units.


f) Kotekal ayurvedic distribution and mkg units.

- Three distribution centers of their own ( pdts not available with general dealers - they have seven

showrooms and distribution outlets )

In each distribution centers there are three mag personnel and two mkg personnel are there in general

ayurvedic dealers shops. five general show rooms are chosen for survey

The total number of mkg personnel put into reserch survey are

In authorized show room = 6 x 3 x 3 = 54 mkg personnel in total.

In dealers show room = 5x5x2 = 50 mkg personnel in total.

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Total mkg personnel surveyed = 104 mkg executives numbers.

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Customers put on survey in authorized show rooms = 6 x 3 x 20 = 360 numbers.

Customers put on survey in dealer show rooms = 5 x 3 x20 = 300 numbers.

** In the kotekal authorized showrooms(7) itself the customers total =120 numbers are survey as the

dealer show don’t deal with kotekal brands and its products.

------------------------------------------------------------------------------------------

Total number of customers surveyed in total = 6 x 120 = 720 numbers.

--------------------------------------------------------------------------------------------

The research focus on the survey study at Mysore. The survey is conducted on the customers

and marketing respondents from the above units selected for research.

3.3 The stratification of data of respondents selected for the research is as follows:

Table 1.1 Sample Size

mkg dealers customers

Executives Executives . Total

.

Brand 1 - 9 Brand 1 10 120 Total= 139

Brand II – 9 Brand II 10 120 Total= 139

Brand III - 9 Brand –III 10 120 Total= 139

Brand IV- 9 Brand 1V 10 120 Total = 139

Brand V – 9 Brand V 10 120 Total= 139

Brand VI - 9 Brand –VI --- 120 Total = 129

----------------- ----------------------- ------ -----------------

54 50 720 = 824 nos.

----------------- ----------------------- -------- -----------------

The sample size and sample organizations were classified as follows for the sake of this research

study. The survey will be conducted with a sample study on randomly selected numbers of

respondents from all the above class (mkg personnel class and customer’s class) which are stratified

under the unit levels above mentioned (so that the generic results as well as stratified results in each

units and cadre could be arrived at by research).

3.4 The summary of sample of respondents is given below:

Two separate questionnaires (one to mkg executives and one customers) are designed one for the

respondents from mkg executives and front office mkg personnel including the manager or proprietor of

the authorized show room or dealer showroom level (sample size 104) and one for the customer base

(sample size 720) and the samples are drawn within each unit and each level with on random basis for

arriving at authentic research conclusions. The stratification design is followed for macro and micro understanding of the system of implementation and to arrive at conclusions with regard to units, class,

cadre, other classification within the survey units.

3.5 Data collection and analysis methods:

The primary data collected out of questionnaire survey would be stratified, averaged, studied

and after a proper analysis through a suitable statistical test and the interpretations would be drawn and hypothesis of the research are put to test of proof. The secondary data such as text books, national

and international management journals , research organization records and research magazines,

national and international conference proceedings, related web sites of these ayurvedic companies ,

their annual reports, magazines , newsletters etc.. are also visited and analysed to have a deeper

understanding of this subject of matter of research in the survey units. The research has designed the

null hypothesis with regard to the objectives of the research and the same would be tested under statistical study using, random sampling methods, stratification techniques and suitable statistical

tests, before the final conclusions are drawn.


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4. Significance of the Study:

The study would contribute significantly in understanding how to bring new marketing strategies in

particular brand building and distribution strategies for Indian ayurvedic companies to counter the

allopathic and other medical systems and foreign pharmaceutical industry and its impact on the

general public and market.

So the study has significance as it could lead to conclusions which could be simulated and thereby the advantages could be realized not only to the any ayurvedic firm or company in India or abroad and also

to homeopathic, unani and other Indian traditional system based medical industries in other states of

India and other nations of the world. The Study also helps to investigate and find whether is and how

the outcomes of these research parameters that could used to build successful brand building

strategies for Indian ayurvedic companies and its distribution network to lead the industry in path of

vertical progress.

5 Limitations of the study :

As the research and survey is limited to the analysis of only six ayurvedic companies in Mysore is

the first limitation of research. The research is limited by time constraint of four years of research .The

survey sample size of respondents which is around 104 marketing executives and 720 customers out of

millions of customers and hundreds of ayurvedic show rooms is one more limitation of the research survey.

With all the above limitations the researcher fell that to adopt the conclusions of this research study

with any other sectors in India or abroad in any other cities, state, zone, area and sector specific

changes and modifications might be required and the researcher is confident that it will any ayurvedic

companies to redefine their marketing plans, strategies to bring a new turnaround and vertical growth

and greater delight and satisfaction to the customer base of the products.

Section– 6: findings, suggestion and conclusion

6.1 Introduction: This section presents the highlights of the research and major findings, Suggestions

with regard to the research study i.e to study of the different parameters of brand and distribution

marketing strategies for ayurvedic manufacturing units and distribution centers of national strategies

towards strong sustainability and vertical growth abilities and local ayurvedic units at Mysore to bring overhaul turnaround for the Indian ayurvedic industry and to make it competitive to suit the

needs and aspirations of customers and compete with the strong rooted allopathic and other medical

systems and brands and draw the final conclusions. This would like to give out the suggestions on new

model of ayurvedic brand building and distribution strategies towards strong sustainability and vertical

growth abilities.

6.2.1 Major findings :The thesis “brand building and distribution marketing strategies “ for Indian Ayurvedic manufacturing and distribution centers and units at Mysore “ has the following research

journey was undertaken before arriving at major findings, suggestions and a new model with final

conclusions was arrived at following

6.2.2 Major findings and suggestions of the thesis with reference to each objective of research:

The major findings of the research with regard to each objective are detailed as follows:

(I) First objective of research: To study the present level of brand building and

distribution strategies and needs for innovation and improvement in the system for Ayurvedic

brands (national and local) at Mysore.

Findings with regard to objective :The overall research survey on the respondents with additional

discussions with managers of retail outlets of these ayurvedic national and local brand with the

statistical analysis this research revealed that the present level of brand building and distribution strategies are medium level ( as per customers and executives) w.r.t local brands and are high level

(as per customers and executives) w.r.t National brands) needs great innovation and improvement ( for

national and local brands) in their marketing journey in the following aspects :

a) Front office staff training

b) Distribution pattern c) Customer service quality

d) Replinishment of stock in time

e) Repalce of defective items

f) Staff remunation policy and incetive system


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g) Dealer commisssion, incetive and award systems

h) The staff should also be taken care with love and affection

i) The happiness level at the compnay outlets ( satff) should be improved

j) The customer – billing should be done neately even at rush hours and the manager is taking care of

the billing of the customer and collection of money from from the customers.

k) The manager will not be able to take customer feedback on shelf space, availabality, replinishment, the staff behavior etc.. as he is buzy with billing.

(II) second objective of the research findings :To study, measure and analyze the present level

of customer satisfaction with the brand ( strength, name and quality) of the ayurvedic products

(national and local brands ) in Mysore .

Findings on the objectives : The overall research survey on the respondents with additional

discussions with managers of retail outlets of these ayurvedic national and local brand with the statistical analysis this research revealed that the present level of customer satisfaction with

brand ( strength, name and quality) are medium level ( as per customers and executives) w.r.t local

brands and are high level (as per customers and executives )w.r.t national brands both needs great

improvement and the local brands need to learn from the experience and style of operation of the

national brands.

III third objective of the research findings :To study, measure and analyze the present level of

customer satisfaction with the distribution system ( outlets and dealers) of the ayurvedic

products (national and local brands ) in Mysore .



statistical analysis this research revealed that the present level of customer satisfaction with the distribution system ( outlets and dealers) are medium and low level ( as per customers and

executives) w.r.t local brands and are high ( partially very high) level (as per customers and

executives )w.r.t national brands – But both brands needs great improvement and the local brands

need to learn from the experience and style of operation of the national brands.

IV fourth objective of the research’s findings: To study, measure and analyze the present level of marketing executives satisfaction with the brand (strength, name and quality) of the Ayurvedic

products (national and local) in Mysore.



statistical analysis this research revealed that the of marketing executive’s satisfaction with the

brand ( strength, name and quality) are” medium and low” level ( as per customers and executives) w.r.t local brands and are “high ( and partially values -very high) - level (as per customers and

executives ) w.r.t national brands – But both brands needs great improvement and the local brands

need to learn from the experience and style of operation of the national brands.

V fifth objective of the research’s findings: To study, measure and analyze the present level of

marketing executives satisfaction with distribution system (outlets and dealers) of the Ayurvedic products (national and local) in Mysore.



statistical analysis this research revealed that level of marketing executive’s satisfaction with

distribution system ( outlets and dealers) are medium level ( as per customers and executives) w.r.t

local brands and are just high level (as per customers and executives )w.r.t national brands both needs great improvement and the local brands need to learn from the experience and style of operation

of the national brands.

VI sixth objective of the research’s findings :To study the relationship between the customer

satisfaction and the brand and distribution systems of the survey brand .

Findings on the objectives: The overall research survey on the respondents with additional discussions with managers of retail outlets of these ayurvedic national and local brand with the

statistical analysis this research revealed that study proved there is one to one -the relationship

between the customer satisfaction and “the brand and distribution systems” of the survey brand.


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The survey of customer satisfaction level shown by the local brands is shown lesser than the

national and the brand and distribution level is as low while as w.r.t the national brands customer

satisfaction and the brand and distribution level are matching and are at higher levels.

VII seventh objective of the research’s findings: To study and understand any other issues

related to the subject matter of the research.

Findings on the objectives : The overall research survey on the respondents with additional discussions with managers of retail outlets of these ayurvedic national and local brand with the

statistical analysis this research revealed that there are many issues like customer care, neatness of

the display of the ayurvedic products and the outlets space, dealer points –executives lack of knowledge

about products, parking facility, billing points, lack of ability even to read the full name of products of

the local brands by dealer executives and staff etc.. . and other minute issues like drinking water facility

at company outlet’s etc.. have to be improved to achieve greater results and better market positing of the company and its brand.

6.2.3. Hypothesis and its findings:

First hypothesis of the research’s findings: Hypothesis -1: H01 The present level of brand building

strategies of Indian Ayurvedic brands at Mysore is NOT sufficient to be competitive in market and have

vertical growth for the product brands.

Findings with regard to hypothesis: The survey revealed that this Hypothesis is partially proved on the

basis of overall results. The present level of brand building strategies of Ayurvedic brands in Mysore

market w.r.t the national brand are significant and sufficient to be competitive in market and have

vertical growth for the product brands, while as the local brands (Mysore units) needs lot of

improvement in their promotional, advertising and other brand building activities to grow like national

brands in Indian ayurvedic brands.

second hypothesis of the research’s findings: Hypothesis -2 : H02 The present level of distribution

strategies of Indian Ayurvedic brand at Mysore is sufficient to be competitive in market and have

vertical growth for the product brands.


basis of overall results. The present level of distribution strategies and systems of Ayurvedic brands in Mysore market w.r.t the national brand are significant and sufficient to be competitive in market and

have vertical growth for the product brands, while as the local brands needs lot of improvement in their

distribution systems and national dealer network development so that they can also grow like national

brands in Indian ayurvedic brands.

Third hypothesis of the research’s findings :Hypothesis -3 : H03 There is NO significant difference

between the customer satisfaction on the brand ( strength, quality and name) between local and national of ayurvedic brands in Mysore market.

Findings with regard to hypothesis: The survey revealed that this Hypothesis is partially disproved on

the basis of overall results. The survey revealed that there is significant difference between the

customer satisfaction on the brand ( strength, quality and name) between local and national of

ayurvedic brands in Mysore market and the national brands have greater market reach and more prominently present in the mind of the customer than the local brands. The local brands are usually

purchased because of the reference and prescription of the local ayurvedic doctor and by the traditional

purchasers and not by the general market which are now inclined at the organic and ayurvedic brands

and products fro general heath and wellbeing.

fourth hypothesis of the research’s findings :Hypothesis -4 : H04 There is NO significant difference between the customer satisfaction on distribution systems ( outlets and dealers) - between local and

national of ayurvedic brands in Mysore market.

Findings with regard to hypothesis: The survey revealed that this Hypothesis is partially disproved on

the basis of overall results. The survey revealed that there is significant difference between the

customer satisfaction on the distribution systems (outlets and dealers) between local and national of ayurvedic brands in Mysore market and the national brands have greater market reach and have more

outlets and available in many dealers and replenished with new stock because there is demand and the

products get sold regularly. The local brands are usually purchased because of the reference and

prescription of the local ayurvedic doctor and also by the traditional purchasers and not by the general

market which are now inclined at the organic and ayurvedic brands and products for general health

and wellbeing.


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fifth hypothesis of the research’s findings :Hypothesis -5 : H05 The Marketing executives ( outlets and

dealers ) are NOT significantly satisfied with the brand ( strength, quality and name) of the Ayurvedic

products in Mysore . ( local v/s national)


basis of overall results. The Marketing executives (outlets and dealers) of the national brands are

significantly satisfied with the brand (strength, quality and name) of the Ayurvedic products in Mysore than the local brands because of the following aspects of market:

A) The national brands sell more items and they make more money. ( commission and incetives)

B) The national brands -executives get incentive and awards for more sales and target reaching

C) The national brands – company outlet’s executives remunartions are fixed with scale and incentive

plans.

D) The national brands - dealers are happy because usually their rate of commission / per product is fixed and paid in time and they get higher prorata with the purchase and sales of lots.

E) The national brands have advertisement and promotion support.

F) The national brands wearhouses replace their items if found defective in quality, quantity and

pacakges.

G) The national brands are more moving in marekt than the local brands.

These above advantages are absent in local brands.

sixth hypothesis of the research’s findings :Hypothesis -6 : H06 The Marketing executives ( outlets and

dealers ) are NOT significantly satisfied with the distribution system of the Ayurvedic products in

Mysore . ( local v/s national)


basis of overall results .The survey revealed that this Hypothesis is partially proved on the basis of overall results. The Marketing executives (outlets and dealers) of the national brands are significantly

satisfied with the distribution system of the Ayurvedic products in Mysore than the local brands

because of the following aspects of market:

A) The national brand – executives get petrol allowances and are stradradised while as local brands

needs to streamline their distribution systesms. B) The local brands - executives won’t get incentive and awards for more sales and target reaching.

Even if assured they are given in time.

C) The lcoal brands – company outlet’s executives remunartions are not strdradised . No incentive

plans and awards systems.

D) The local brands wearhouses some time will not replace their items if found defective in quality,

quantity and pacakges. They may blame the deler fro wrong handling. Ususally the product is sold or given to the dealer that once taken will not be replaced again by the company.

E) The local brands are move slowly in market than the national brands and some time some

ayurvedic producst unsold for years could not be sold by delaer ( as there is no replacement ssytems

with the local brand’s compnay)

Seventh hypothesis of the research’s findings :Hypothesis -7 : H07 The customers satisfaction is

NOT related to brand value and distribution systems of the ayurvedic brands in Mysore market.

Findings with regard to hypothesis: The survey revealed that this Hypothesis is proved on the basis of

overall results.The customers satisfaction is highly related to brand value and distribution systems of

the ayurvedic brands in Mysore market. The national brands sell more because of their customer

satisfaction level and the local sell lesser. The survey of customer satisfaction level shown by the local brands is shown lesser than the national and the brand and distribution level is as low while as w.r.t

the national brands customer satisfaction and the brand and distribution level are matching and are at

higher levels.

6.2.3 Other important findings from the statistical survey :

In the statistical survey at the end of questionnaire many opinions were expressed about in the last part of questionnaire by the respondents are discussed and summarized as follows:

The different suggestions and comments from the respondents are summarized as follows:-

1. Feedback systems at all levels of are not in place needs improvement w.r.t the customer additional

requirements.


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2. The dealers of national brands are usually are not replenished with the stock in time and mostly

the customer returns back home or may have to go to the company outlets only for his product.

3. The national brands at the company outlets replace the defective items while as dealer outlets

mostly never replace the items or reimburse the amount if product is found defective.

4. In the case of local brands – the purchases are on the prescription of the local ayurvedic doctor or

the company ayurvedic doctor’s prescription to purchase the same company medicine.

5. There is niche market for the “local brands” and “loyal customer” bae which will not change for

many specific products.

(example “lehayas” , chavnaprasha, ashwaganda ,churnas, champaka tooth power, specific ayurvedic

powders are available only their outlets only and not available

6. The quality of local brands of ayurvedic medicines are excellent compared to national brand

products. But lack proper advertising and promotional and distribution support system as per many customer’s opinion.

7. The training programmes for marketing and dealer executives not sufficient.

8. The ayurvedic outlets have been attached with panchkarma treatment centers in local brands are

making huge profits.

9. The national brand executives have strandised remuneration policy while as local brands outlets have untrained staff who can speak and market their brand of products effectively.

Major Suggestions with regard to the research:

The suggestions based on research findings are as follows:

1. The research suggests as the present level of brand building and distribution strategies as per

customers and executives w.r.t both needs great innovation and improvement ( for national and local

brands) in their marketing journey . 2. The research suggests that the local brands needs to learn lessons of marketing, brand building

and distribution strategies (the experience and style of operation of the national brands ) and make

market presence more aggressively. If not in the due course of their existence will be in a “hand to

mouth “ financial and market positioning and will be difficult to sustain and see any type of progress ,

even though they hold quality ayurvedic products and leaders of ayurvedic products with niche market in Karnataka

3. The research survey suggest that the following aspects have to improved immediately in both the

national and local brands – outlets and dealer centres.

a) Front office staff training

b) Distribution pattern

c) Customer service quality d) Replenishment of stock in time

e) Replace of defective items

f) Staff remuneration policy and incentive system

g) Dealer commission, incentive and award systems

h) The staff should also be taken care with love and affection i) The happiness level ( of staff and customers) at the company outlets ( staff) should be improved.

4. The research suggests that the marketing executive’s satisfaction level on with the brand ( strength,

name and quality) should be taken care by proper replinishinh of goods and services of delivery

systems and distribution support systems.

5. The research suggest that the brand building and distribution system have be drastically impoved

and modified according to the needs adn aspirations of the end-customers as the that study have unequvocally proved there is one to one -the relationship between the customer satisfaction and “the

brand and distribution systems” of the survey brand .

6. The research suggest that though there is a committed and sincere effort from managers of

distribution outlets of both national and local brands – because of lack of strandised commission,

incentive and awards systems for dealer outlets and the marketing executives and staff have brought the company to lose more aggressive presence and market reach form these products.


11 www.jems.net.in

7. The research suggest that a better motivated team ( of staff and marketing personnel ) would be

able to achieved better market reach and greater growth for both the local and national; brands of these

ayurvedic products in Indian market.

8. The research suggests that customer care, neatness of the display of the ayurvedic products, the

outlets floor space, dealer points – executives lack of knowledge about products, parking facility, billing

points ( numbers) , lack of ability even to read the full name of products of the local brands by dealer executives and staff and other minute issues like drinking water facility at company outlet’s have to be

improved to achieve greater results and better market positing of the company and its brand.

9. The research suggests there is need to have a time-bound result oriented action plan from local

brands for their marketing activities.

10. The research suggests that the there is need for local brands of ayurvedic products at Mysore to

hold weekly meetings and monthly marketing meeting in a conducive atmosphere and take the staff, marketing executives, dealer proprietors to push products in the Mysore market.

11. The research suggest that the local brands needs lot of improvement in their promotional ,

advertising and other brand building activities to grow like national brands in Indian ayurvedic brands.

12. The research suggest that the local brands needs to grow beyond karantaka like national brands to

have a substantial marekt growth and better sustanabaility ability . 13. The research suggest that the local brands needs to needs lot of improvement in their distribution

systems and national dealer network development so that they can also grow like national brands in

Indian ayurvedic brands.

14. The research suggest that “ as there is wave of yoga, organic and ayurvedic substitutes will

lead to better health” in India and abroad - now seen as an alternate to the allopathic medicines, this

wave have to be potentially captured and encashed by the ayurvedic companies ( brands) by having “ joint sponsor events “ of sports event, dhasara, seminars, expos, road shows, mailers, big blobs in local

papers and national daily supported by TV advertisements to create a joint brand of “ healthy India

by ayurvedic products“ - by all companies joining as a one group will greatly benefit all the stake

holders of these brands and also the country.

6.4.2 Major findings:

1. The research revealed that there is need for local brands from the marketing practices of the

national brands to have a better market presence and growth.

2. The research brought out that the need and significance to have innovative methods to brand

building activities of both national and local brands of these ayurvedic products.

3. The research found that the customer feedback system on the brands and distribution network and

their satisfaction level ( towards these aspecst besides products and it’s quality) are not assessed monthly or quarterly and needs to be taken care immediately as these feedbacks will etch a path of

success and vertical growth for company.

4. The research found that the feedback on products and services of survey brands are not heeded

with corrective actions and this may create a market shift from one brand to other.

5. The research found that there is great one-to one link on the front office assistance and repeat customer purchases from the outlets, this customer care at outlets have to be taken utmost care and

attention from the manager of the outlet.

6. The research found that that the brand building and distribution system of both the local and

national brands have be drastically improved to match aspirations of the end-customers so that they

become unpaid marketing executives by creating a strong base for company products and outlets by “

improved word of mouth” .

6.4.3 New model of research :

The research has suggested a integrated suggestion in form of new- model that is tested by the research

is as follows and shown in the flow diagram.


12 www.jems.net.in

“The new model of brand building and distribution system for ayurvedic products for vertical

growth and global success “

The model shows that the important factors of focus are:

1. Strong distribution network 2. Dealer network and delaer satisfaction

3. Well planned Brand building activities 4. Marketing Executives welfare 5. Staff and other team ‘s motivation plan

These above factors will lead to the successful market growth and global market reach by both local and national brands of the ayurvedic products.

6.5 Final conclusions :

The ayurvedic brands in India should exploit the wave in India and abroad - “ to use ayurvedic products

as an alternative to allopathic and other systems of medicines” by well planned promotional activities (

direct and indirect marketing ) supported by a national strong distribution ( company outlets) and dealer network with a well planned brand building activities, and team of marketing executives

motivated by a total welfare plan and transparent system of commission, incentives, awards and

remuneration policy – based on the customer feedback to achieve total customer satisfaction . These

strategies executed properly and successfully will definitely lead these local and national brands to be

leaders of ayurvedic products in India and globally.

6.6 final word and scope for future research:

The future of any company will be dependent on customer satisfaction and customer delight of

the products supported by the services at the outlets and other distribution centres and only will lead to

a great brand name and value in the mind of the customers. This holds good for the ayurvedic

products sector also.

The research could be extended for other service brands in the field of tourism, hospitality, health care, and wellness and also to manufacturing companies

=======================

“The new model of brand building and distribution system for ayurvedic

products for vertical growth and global success “

system Strong distribution

network

Dealer network

Well planned

Brand building

activities

Staff and other

team ‘s

motivation

plan

Marketing

Executives

welfare

The promotional and advertising plan based on the customer expectations and

the feedback outcomes

FOR

CUSTOMER TOTAL SATISFACTION

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Journal of Exclusive Management Science May 2018 - Vol 7...

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