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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

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

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.

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

Chapter 1

INTRODUCTION

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

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 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

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.

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.

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

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 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

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- 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).

00

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

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

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:

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).

Chapter 2

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 :

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

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

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

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.

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)

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

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. 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

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

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.

Chapter 3

BRANCHES AND AGENCIES

BRANCHES AND AGENCIES

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

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.

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.

Chapter 4

HUMAN RESOURCES MANAGEMNENT

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. 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

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.

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

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.

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.

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.

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.

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.

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.

Chapter 6

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 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.

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.

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 .

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:

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.

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.

Chapter 7

FINDINGS

AND

SUGGESTIONS

FINDING AND SUGGESTION

FINDING

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.

➢ 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

➢ 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.

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.

BIBLIOGRAPHY

SHASHI. GUPTA & ROSY JOSHI

Human Resources Management, Kallyani Publishers, New Delhi.

RICHARD .R. STILL, EDWARD.W.CINDIFF & NORMAN.A.ONI-

Sales Management

Decisions Strategies and Cases – 5th edition

Printice Hall of India Pvt. Ltd., New Delhi.

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