| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 2 |
NO. 1 |
PAPER 15 |
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BRAND STRATEGY IN SIDDHA MEDICINE |
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| A.Krishnan |
| Sr.Lecturer in Commerce, Govt.Arts College, Dharmapuri, India |
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| Siddha products or medicines are manufactured from herbal plants and processed metals and minerals. These raw materials, put together in proper combination and the end results in different forms, serve a useful purpose of consumption. The purpose may be curing of diseases or maintaining general health. The present study has made an attempt to brand strategy siddha medicines by considering a sample of 123 companies. Brands in Siddha medicines are broadly classified into three types viz., family brand, multiple brand and regional brand. It is established that a number of Siddha medicine manufacturing units in Tamil Nadu strategically adopted family brand. |
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