Bhavsar’s Herbal Smoking Device- Nirdosh

Genesis of NIRDOSH

• Maans productions(India), Ahmedabad• Mr. Natvarlal Bhavasar and 4 sons• “NIRDOSH”- Nirdosh a non tobacco

smoking device with a mixture of 14 herbs.• Launched- 1982• Started as a family business

Assets

• Manufacturing and Storing premise.• Furnished Shop in the heart of the city.• Machine and Equipments valued

Rs10,000• Two scooters.

SWOT

• Innovative product• Reputation and experience in the

business ( already involved in the business)

• Strong Assets• Mission

Strengths:

Weakness

• Smoking in India( non acceptance)• Manufacturing and packaging• Financial constraints• Un awareness

opportunity

• Purely herbal• Health remedy• Huge market potential (large number

of smokers)• A lot of scope in international

markets

Threats

• Competitors• Side effects• Brand name

4 P’s

Mixture of 14 different herbs Ingredients: - Basil -Clove -Liquorice -Turmeric -Gangal -Tendu Leaves -Indian Cinnamon -Bishops Weed -Indian Bedellium Rolled In A Tendu Leaf With A Filter Packet contains 10 sticks.Spent huge amount on research and development

Product

• Rs. 2.50 for a packet Rs. 5.00

Reasons for increase in price:• Redesigning Of The Pack• Pack Made Similar To A Cigarette Pack• Significant Changes Made In Color & Shape Of The Box• Printing Of Words On The Pack Which Served As The “Tag Line”

Effects of redesigning the pack:• Gained The Interest Of More People• Was Placed Easily Among Cigarette Packets Of Other Rival Companies• Increased Sales Volume From The Year 1989 • Sales In The Period From 1984-85 Was Between 1.2 To 1.5 Lakhs Of Rupees• Sales In The Year 1989 Increased To About Rs. 5 Lakhs

Price

Place

• Main outlet

• Sampling• Direct sales• Participation in voluntary health

crusaders.• Publicity through news papers and

magazines• Sales Discounts• On total he spent=____________

Promotion

Societal concept

Problems faced by NIRDOSH

Less promotional efforts Limited customer acquiring capacity lack of skilled personnel

Solutions and suggestions

Spend more on advertising can acquire modern machinery by outsourcing Develop marketing strategies to acquire new consumers recruit trained personnel and offer training to existing personnel