MBA

Oushadhi or Pharmaceutical Corporation (Indian Medicines) Kerala Ltd is an
Ayurveda medicine manufacturing company situated in Kuttanellur, in Thrissur city
of Kerala state. It is a 100% Government of Kerala owned company and produces
around 450 formulations.
Marketing is simplistically defined as ‘Putting the right product in the right place, at
the right place, at the right time. The use of a marketing mix is an excellent way to
help ensure that ‘putting the right product in the right place .It is a crucial tool to help
understand what the product or service can offer and how to plan for successful
product offering.
The marketing mix is most commonly executed through the 4 P’s of marketing: Price,
Product, Promotion, and Place. The product is either a tangible good or an intangible
service that is seem to meet a specific customer need or demand. All products follow
a logical product life cycle and it is vital for marketers to understand and plan for the
various stages and their unique challenges. It is key to understand those problems that
the product is attempting to solve. In price the actual amount the end user is expected
to pay for a product. If a product is priced higher or lower than its perceived value,
then it will not sell. This is why it is imperative to understand how a customer sees
what they are selling. If a product has little value in the eyes of the consumer, then it
may need to be affected by distribution, costs and markup and how competitors price
a rival product. In promotion may include advertising, sales promotions, special offers
and public relations. It is just the communication aspect of the entire marketing
function. In place the distribution is a key element of placement. The placement
strategy will help assess what channel is the most suited to a product and how the
product is accessed by the end user also needs to compliment the rest of the product
strategy.
The study was mainly conducted to know about marketing management practices of
cosmetic products in Oushadhi. The study was conducted among the customers of

Oushadhi in Thrissur, dealers of Oushadhi and the marketing department in Oushadhi.
The study was based on primary and secondary data. The primary data were collected
by conducting a survey using structured interview schedule. The secondary data were
collected from various publications, records and website of the company. The survey
was conducted among 60 consumers in Thrissur Corporation and 10 dealers from the
Thrissur district. The data analysis was done using statistical tools like index and
Percentage. Customer satisfaction is assessed by taking consumer satisfaction index
(CSI) for the products they are currently using.