NIRDOSH

By

SANDEEP PAUL SOMESH SRIVASTAVA SANJANA JONNAVITHULA SITA RAMA RAJU TIRUMALESH RITHIKA VIJAY HARSHA BADRINATH RUTHVIK

INTRODUCTION
Mr.Natwarlal Bhavsar,owner of the Maans product Ahmedabad,which was basically a biri manufacturing enterprise. NIRDOSH a herbal smoking product beneficial for health and a substitute of tobacco.

COMPANYS BACKGROUND
It was a family owned proprietary organization.

The total sales volume of this business was about 10 lakh a year.

PRODUCT IDEA
In 1970s,when mr.bhavasar was asked by some vaidyas to roll ayurvedic material mix in the form of beedi for their Patients.

He thought that this kind of activity could be an interesting business opportunity.

4 Ps.

PRODUCT
NIRDOSH had a good mix of some 14 herbs which have beneficial effect in curing certain ailments like Cold,Cough, Fever, Asthma, Tonsillities, Premature greying of hair, Insominia, toothaches, Weak gums , Bad odour , Gastric etc.

PRICE
Total manufacturing cost was 2.24 per packet.
Selling price was 2.50/packet initially, and in 1989 it went to 5.00.

PLACE
One retail outlet in the Gheekanta road, Ahmadabad. Through VPP-value payable post to other Retailers.

PROMOTION
Distributed free samples to Vaidyas , Allopathic doctors, Cancer Research Institute, Medical officers, Tata Institute of Fundamental Research, Film stars. Mr. Bhavsar obtained a lot of free publicity in terms of newspapers and magazines.

PROMOTION
Certificates from Vaidyas , Doctors , Drug Autorities. Mr.Bhavsar used to attend several seminars and meetings were he prometed his Product.
Direct marketing-Door to Door selling.

SWOT ANALYSIS..

STRENGTH
No competition(niche market). Network.

Outlet in main city.

Goodwill in the society and connections with social workers and local leaders. People usually like hand made product.

WEAKNESS
Manually operated. Lack of finance. Seasonal herbs and logistics. Humidity , Time and Seasons had an impact on raw materials.

Perception.
Lack of market strategy.

Cigarettes smokers are more brand loyal.

OPPORTUNITY
Huge market potential. (wide range of customers) Establishing it on the national market. Export opportunity Nicotine substitutes treat the difficult withdrawals symptoms and cravings that 70%-90% of smokers say is the only reason for not giving up smoking. Therefore NIRDOSH has a edge over the other nicotine replacements

THREATS
No established brand name.
Not easily accepted by the smokers. Copy of the formula by some bigger companies.

TARGETING
Smokers, people who wants to quit smoking. Middle aged people.

Senior citizens.
Wide geographical market.

THANK YOU