Cystone is an herbal medicine for kidney stone management that has been on the market since 1943. It currently holds the top position in its category. However, research found that over half of doctors do not know how Cystone works, yet they still prescribe it due to its brand recognition and lack of side effects. The main weaknesses identified were its long treatment duration and lack of awareness about clinical trials supporting Cystone. Most doctors reported infrequent or no visits from Himalaya medical representatives.

1. LOGO
Cystone®
Mrudang Thakor
MBA Pharmaceuticals Management

2. Contents
Brand Facts Research Objective
Research
Methodology
Insights SWOT Marketing Strategy

3. Brand Facts
Name Cystone
Use Herbal medicine for Kidney stone management
Year of Launch 1943 (70 Years)
Price Rs 85/-
Current Position 1st Position in herbal Kidney stone management category
Market Value Rs.27.8 Cr
Value Growth
rate
23.5%
Volume Growth
rate
15.6%
SKU Cystone Syrup 100ml Cystone Syrup 200ml
Price of SKU Rs. 75/- Rs. 115/-
Source: AIOCD, Jan 2013

4. Disease Facts
 12% of Indian people have Kidney stone in
their life time.
 People who live in Hot climates are at higher
risk of Kidney Stones.
 In India “STONE-BELT” occupies,
Maharashtra, Gujarat, Punjab, Haryana,
Delhi and Rajasthan.
Reference : Pearde. M, Calhoun E. Urolithiasis in Urologic disease.
American Journal for public health services. 2004;54:p no 19-21.

5. Disease Facts
 Kidney stones are more likely to develop in
men than in woman.
 The highest incidence of kidney stone is in
30-45 years of age group.
 50 Percent of the patients have the
reoccurrence of the kidney stones.
Reference : Sandy Graig. The metabolic syndromes and uric acid
nephrolithiasis. Journal of Urology . 2003;61(8):12-14.

6. Cystone’s Performance in “STONE BELT”
State MAT
2012
(Cr.)
Value
Gr.
(%)
Volume
Gr.
(%)
Gujarat 2.6 14.6 7.9
Mumbai 1.3 10.3 3.3
Marathwada 1.3 -1.0 -7.4
Vidarbha 1.0 10.2 3.2
Rajasthan 1.0 41.6 31.6
Delhi 0.4 3.3 -3.4
Haryana 1.1 46.1 37.1
Punjab 2.0 57.6 48.6
Source: AIOCD Jan 2013

7. Research Objective
“To understand the perception of various stakeholders and
recommend a marketing strategy for CYSTONE.”

8. Research Methodology
Primary
Research
Tool Used:
a)Direct interviews
through structured
questionnaire
b) Ms Excel
STAKEHOLDERS
INTERVIEWED
DOCTORS:200
RETAILERS:50
STOCKISTS:5
PATIENTS:25
Put graph

9. Speciality wise break up
No. Speciality NO. OF RESPONSES %
1 Non MBBS 118 59
2 MBBS 56 28
3 MD Medicine 26 13
4 Total 200 100
Sr. No Qualification
No of
Responses %
1 BAMS 29.50
2 BHMS 12.50
3 GFAM 5.00
4 LCEH 5.00
5 GCEH, MRSH 2.50
6 DASF 1.50
7 BAMS CCH 1.00
8 BAMS CCH CGO 1.00
9
BAMS, MBA HEALTH
CARE 0.50
Write every speciality

10. Speciality Wise Break up
BAMS MBBS BHMS MD GFAM LCEH OTHERS
59
56
25 25
10 10
15
29.50
28.00
12.50 12.50
5.00 5.00
7.50
NO. OF RESPONSES %
GCEH, MRSH 5
DASF 3
BAMS CCH 2
BAMS CCH CGO 2
BAMS, MBA
HEALTH CARE 1
MD, DNB 1
BAMS, CCH 1
TOTAL 15
N= 200

11. Sample Break up
53%
19%
17%
12%
WESTERN SUBURBS
THANE
HARBOUR
CENTRAL
N= 200
Zone Wise
69%
31%
MALE FEMALE
Gender Wise

12. LOGO
Doctors’
Insights
N=200

13. Q1. Doctor, how many patients come with kidney
stone problem in a week?
28%
14%
12%
12%
9%
8%
7%
7%
5%
1%
1-2 PATIENTS
2 PATIENSTS
VERY FEW
2-3 PATIENTS
HARDLY ANY COMES
1 PATIENT
3 PATIENTS
3-4 PATIENTS
1 OR 2 IN A MONTH
4 PATIENTS
N= 200
Occurrence of Kidney stone is very high.
Opportunity !

14. Speciality wise break up N= 200
1-2 PATIENTS
2 PATIENTS
VERY FEW
2-3 PATIENTS
HARDLY ANY COMES
31.25
14.5
10.4
4.1
12.5
31.1
16.0
14.8
13.2
10.4
31.8
13.6
10.0
9.1
4.5
CP NON GPs GP

15. Q.2 Doctor, may I know which Ayurvedic medicines
do you prescribe for Kidney stone problem?
N= 200
n= 595
233
189
67
45
16 13 14
6 8 4
0
50
100
150
200
250
Neeri- emerging
as the
Competitor.

16. Q.3 Doctor, Have you ever prescribed Cystone?
91.5
8.5
YES
NO

17. Doctor’s Voice
“Only CYSTONE comes to my mind When it comes to Kidney
stone”
-Dr. Atul Shah, BAMS, Bhandup, (12)
“I have been prescribing CYSTONE since very long, and I am
very happy with the results”
-Dr. B.J. Patel, MBBS, Vile Parle (E), (16)
“I have been prescribing Cystone because I have
got results from every single patient. More over
Himalaya MRs are also regular, so I prescribe it
regularly.”
-Dr. Sunanya Kare, BAMS, Thane, (23)

18. Q.3 Doctor, May I know how does Cystone work?
52% of the doctors don’t know how Cystone works, still they
prescribe it !
0 5 10 15 20 25 30
DON’T KNOW
COMPLEX MECHANISM OF ACTION
PREVENTS STONE FORMATION IN THE URINARY TRACT
IT CONVERTS LARGE STONES INTO SMALLER STONES WHICH PASSES
THROUGH URINE
REDUCING THE CONCENTRATION OF STONE FORMING SUBSTANCES
IN THE BLOOD AND EXPELLING THEM FROM THE BODY
NORMALIZES ACIDIC URINE
INCRESES URINE OUTFLOW
REDUCING OXIDATIVE STRESS, WHICH IS IMPLICATED IN URINARY
STONE FORMATION
27
25
15.5
15.5
8
6.5
2
0.5
N= 200

19. Speciality wise break up N= 200
DON’T KNOW
COMPLEX MECHANISM OF ACTION
PREVENTS STONE FORMATION IN THE URINARY TRACT
REDUCES PAIN AND INFLAMMATION
REDUCING THE CONCENTRATION OF STONE FORMING
SUBSTANCES IN THE BLOOD AND EXPELLING THEM FROM THE
BODY
CONVERTS LARGE STONES INTO SMALLER STONES WHICH GETS
PASSED THROUGH URINE
27.9
23.3
16.3
7.0
6.9
13.9
29.6
22.4
14.4
12.8
4
15.2
12.5
30.0
15.0
7.5
20
5
CP NON GP GP

20. Doctor’s Voice
“You can not explain everything. Important thing
is that it gives results ! I am not bothered at all
how it works.”
-Dr. Vibhakar Adhvaryu, MBBS, Thane, (29)
“It has got various herbs in it. Himalaya has made sure that
Each herb plays role in removal of Kidney stone”
-Dr. Deepti Shah, BAMS, Malad, (8)

21. Q.4 Doctor, May I know how does Cystone
look?
SR NO COLOR OF CYSTONE
NO. OF
RESPONSE %
1 I DON’T KNOW 46 23
2 WHITE 33 16.5
3 OFF WHITE 26 13
4 GREEN 23 11.5
5 COULD NOT ANSWER 23 11.5
6 PALE YELLOW 20 10
7
WHITE BOTTLE, GREEN
LABLE 17 8.5
8 REDDISH BROWN 12 6
9 TOTAL 200 100
0
5
10
15
20
25 23
16.5
13
11.5 11.5
10
8.5
6

22. Q.5 Are there any side effects of CYSTONE? If
YES, what are they?
N= 200
Almost all the doctors believe
Cystone does not have any
side effects.
Yes
1%
No
99%
“One of my patient had allergic
reaction because of Cystone”
Dr Sadananda,MD,CP, Mahim(16)

23. Q.6 Doctor, according to you how long the
treatment should continue?
18%
11%
11%
11%
6%
6%
6%
5%
4%
4%
4%
16%
AS LONG AS PATIENT WANTS TO CONTINUE
DEPENDS ON THE INDICATION FOR WHICH IT IS
PRESCRIBED. USUALLY IT IS 4-6 MONTHS
4-6 MONTHS
4-5 MONTHS
2-3 MONTHS
MINIMUM 2 MONTHS FOR SOME BENEFITS.
UNTIL STONES ARE GONE
TILL STONE GETS PASSED
5-6 MONTHS
MINIMUM FOR 2 MONTHS
MINIMUM 3 MONTHS
OTHERS
N= 200
33% Doctors said
treatment should
continue for 4-6 Months.
29% Doctors believe
that treatment should
continue till stones gets
passed.

24. Speciality wise break up
AS LONG AS
PATIENT WANTS TO
CONTINUE
DEPENDS ON
VARIOUS FACTORS
USUALLY IT IS 4-6
MONTHS
4-6 MONTHS MAXIMUM ONE
MONTH
2-3 MONTHS
21.7
15.2
10.9
21.7
10.9
28.3
13.2
11.3
17.0
11.3
35.5
25.8 25.8
6.5
3.2
GP NON GP CONSULTANT
Consultants believe
Cystone should be taken
for 4-6 months.
GPs are not in favour of
taking it for a longer time.

25. Doctors Voice
“Ideally it should be taken for longer duration,
but I prescribe One tablet thrice a day for One
month, and it shows good results.”
Dr. Ramesh Parekh, MBBS, Vile Parle (E) (22)
“Ideally it depends on the size of stone, So there is not definite duration
of therapy. It can vary from 4-6 months to virtually life long”
Dr. Navalkar, MD, Borivali W(24)

26. NO SIDE EFECTS
LOTS OF TRIALS AVAILABLE IN FAVOUR
EXCELLENT QUALITY AND ELEGANCE OF PRODUCT
HIMALAYA PRODUCT
OLD BRAND
TRUSTED BRAND
DID NOT ANSWER
AFFORDABLE PRICE
HOUSEHOLD NAME FOR KIDNEY STONE
WELLKNOWN NAME
WELL KNOWN NAME FOE KIDNEY STONE
COMPLETE RANGE OF PRODUCTS BY HIMALAYA
ALMOST OTC BRAND
18.9
17.5
15.9
10.1
6.6
6.0
6.0
5.2
4.7
4.1
2.5
1.4
1.1
Opportunity!
Only 17% Doctors are
aware of various clinical
trials available in favour
of Cystone.
N= 200
n= 365
Q.7 Doctor, May I know what is the strength of
CYSTONE?
Leverage on Brand Name

27. Speciality wise break up
15.9
15.2
21.2
9.1
12.7
22
17.7
15.4
12.4 12.3
16.7
21.3
8.3
6.9
13.0
0.0
5.0
10.0
15.0
20.0
25.0
NO SIDE EFECTS LOTS OF TRIALS
AVAILABLE IN
FAVOUR
EXCELLENT
QUALITY AND
ELEGANCE OF
PRODUCT
HIMALAYA
PRODUCT
OLD AND
TRUSTED BRAND
GP
NON GP
CP
N= 200
n= 365

28. Doctors Voice
“Sure Cure… That too without any side effect !
-Dr. Vimal Shah, BAMS, Borivali, (10)
“Himalaya has lots of clinical trials data which gives
me confidence to Rx Cystone!
-Dr. Vibhakar Adhvaryu, MBBS, Thane, (24)
“The name itself is catchy and easy to remember, When I hear
of Kidney stone, CYSTONE comes to mind first !”
-Dr. Chetan Chotalia, LCEH, Dharavi, (30)

29. N= 200
n= 257
Q.8 Doctor, May I know what is the weakness of
CYSTONE?
23%
22%
21%
19%
9%
7%
LONGER DURATION OF
TREATMENT
MANY PATIENTS DISCONTINUE
THE TREATMENT BECAUSE IT
TAKES LONG TIME TO SHOW
RESULTS
CANT SAY
COULD NOT ANSWER
SO MANY ALLOPATHIC
REPLACEMENTS AVAILABLE
MRs HAVE POOR PRODUCT
KNOWLEDGE
45% Of the doctors said that
Cystone shows result only if
taken for longer duration.
Allopathic medicines-
Competitor !

30. Doctor’s Voice…
“MR knows only what is there on Visual Aid. He was unable to
answer, When I asked him “For which kind of stones Cystone can
be given?”
Dr. S.G. Borkar, CP, Dadar (W) (24 )
“Now a days patients wants quick relief.
Cystone requires to be taken for longer
duration. So Even though I Rx Cystone to my
patients, They simply stop taking it after 15-
20 Days”
-Dr. Ramesh Parekh, MBBS, Vile Parle (E) (22)

31. “I don’t prescribe Cystone, It doesn’t shows
results”
- Dr Sadananda,MD,CP, Mahim(16)
“Cystone is usually purchased directly by the
patients, but many times I get prescriptions from
Dr. Sadananda.”
-Aum Chemist
Mahim
Even though they prescribe Cystone, they suffer from stigma of
prescribing Ayurvedic medicines, and they avoid to accept that
they prescribe Ayurvedic Medicines.
Prescribing Ayurvedic Medicines is a Stigma !

32. 24%
19%
12%
10%
9%
4%
3%
2%
2%
2%
2%
12%
ONCE A MONTH
HARDLY COMES
DON’T COME
TWICE A MONTH
ONCE IN 1-2 MONTHS
ONCE IN 2-3 MONTHS
ONCE A WEEK
2-3 TIMES A MONTH
ONCE IN 2 MONTHS
ONCE IN 2-3 MONTHD
DID NOT ANSWER
OTHERS
Q.9 Doctor, how often does the Himalaya MR visits
you in a month?
N= 200
31% of the doctors are
not visited by MRs.
Worry !
Only 5% of the Doctors
are visited more than 2
times in a month.
34% doctors are met
either once or twice a
month by Himalaya MR

33. Doctor’s Voice
“I still remember my internship days when Himalaya people
use to come to hospital and detail their brands on projector!
But as of now none of their MR visits me, still I Rx their
brands.”
Dr. Arpit Thakkar, BAMS, Ghatkopar, (2)

34. N= 200Q.10 Doctor, Can you recall something about their
promotional message ?
None of the doctor could recall
about the Promotional message.
“How much things a doctor can remember? I prescribe
CYSTONE, but remembering promotional message is
impossible.”
Dr. Ajit Chikhlikar, MD, Dadar W, (22)

35. Q.11 Doctor, Can you recall the price of CYSTONE? N= 200
DID NOT RECALL
MUST BE AROUND 100
APROX 90
BETWEEN 70 TO 90
ABOVE 60
ABOVE 100
APROX 85
50%
19%
7%
5%
5%
4%
4%
Perceived Value
is more
compared to its
MRP.
Consider price hike.

36. Q.12 Doctor, what will you prescribe if the CYSTONE
is not available in the market?
N= 200
CONTINUE WITH ALLOPATHIC MEDICINE
LOTS OF OTHER MEDICINES AVAILABLE I WILL
SHIFT TO THEM
NEERI
LOTS OF OTHER MEDICINES AVAILABLE
OTHER BRANDS LIKE NEERI, CALCURI ETC.
33%
30%
17%
12%
9%

37. Speciality wise break up
CONTINUE WITH ALLOPATHIC MEDICINE
LOTS OF OTHER MEDICINES AVAILABLE I WILL SHIFT
TO THEM
NEERI
CONTINUE PRESCRIBING DIURETICS, PAIN KILLERS
ETC.
OTHER BRANDS LIKE NEERI, CALCURI ETC.
37.5
23.4
17.2
12.5
9.4
17.9
35.8
26.9
7.5
11.9
42.6
30.9
7.4
14.7
4.4
CP NON GP GP

38. LOGO
Patient’s
Insights
N= 25

39.  45% patients said that they were advised to
take Cystone by their relatives/friends.
 Patients taking Cystone, were also taking
various allopathic medicines prescribed by
their doctor.
 70% of the patients were taking Cystone
since more than a month.
 All of them were happy taking Cystone, and
satisfied with results.

40. Patient’s Voice…
“I was suggested to take Cystone by one of my friends- He
also had Kidney stone few years back. I have been taking it
since 3 months, and I am satisfied with its results”
Mr. Mohan Upadhyaya (44)
Vile Parle E
“Dr. Paresh Navalkar Prescribed me Cystone. I have been
taking it along with the other allopathic medicines”
Mrs. Suvarna Bapat (49)
Borivali W

41. LOGO
Retailer’s
Insights
N= 50

42.  92% of the retailers said that Cystone is
the fastest moving Ayurvedic medicine for
Kidney Stone followed by Neeri.
 74% of the retailers said that Cystone-
Tablet sells more than syrup.
 45% of the Retailers said that medical
representatives visit them once a month.
 Out of total sale of Cystone,65% sales is by
repeat purchase.

43. LOGO
Stockist’s
Insights
N= 5

44.  60% of the stockists said that sale of
Cystone is same in last 6 months.
Medical Representatives visit them
once a month.
Cystone tablet is the fastest selling
SKU.

45. LOGO
Brand SWOT

46. Strength
1. 70 Years old brand (1943), Trusted Name.
2. Category Leader
3. LOTS OF CLINICAL DATA AVAILABLE IN FAVOUR
4. Himalaya image and equity among doctors and
patients
5. No price barrier- No DPCO.
6. High repeat purchase, almost OTX brand
7. Household name for Kidney Stone.

47. Weakness
1. Frequency of MRs- Needs to be increased.
2. Lack of aggressiveness on the field
3. Longer duration of treatment, chances are high that
therapy is discontinued
4. Doctors could not remember promotional message.
5. Takes long time to show results.

48. Opportunity
1. Increasing occurrence of Kidney stones
2. Increasing awareness of Ayurveda among patients.
3. Apart from Kidney Stones, also useful in indications like…
A. Preventing recurrence of urinary tract infections
B. Treating burning urination.
C. Treatment of non-specific urinary tract infections (urethritis, cystitis,
pielita)
D. Treatment of gout
E. Treatment of urinary incontinence in women.
4. Rx to OTC switch- Taking advantage of its trustworthiness
among patients.
5. Increase the price
6. Target the intern doctors

49. Challenge
1. Grow the category and continue to remain No.1.
2. First preference of Kidney Stone problem is
Allopathic medicines.
3. Shift from Allopathic to Ayurvedic is difficult, but
possible. Awareness has to be spreaded across
patients and doctors as well.
4. To promote Cystone as an adjuvant treatment along
with Allopathic treatments.

50. LOGO
Brand
Recommendations

51. Strategy
Pricing
Strategy
Strategy at
Brand Level
Strategy at
Promotional Level

52. Strategies at Promotional Level
Differentiate in
Doctors’
Chamber
Promotional
Level
“Seeing is
believing”
campaign
Show the packaging,
elegance of the product.
Make doctors FEEL the
quality of Himalaya
Products.
1. Strike emotional connect with Doctors
2. Better product knowledge
3. Best detailing Award
4. Better Incentives
5. CYSTONE award for best performing MR
6. Leverage Himalaya’s strong image
Build promotional message based on Clinical trials, and
aggressively promote the brand.

53. Strategy at BRAND LEVEL
Brand
Level
B
E
C
D
AIncrease the
coverage of
Consultants.
Website Launch
Bill boards,
Magazine ads
Use of Social
Media
Celebration of
World Kidney
Week
(14th March- 20th
March)
Consider Price
Hike
Create awareness that
Cystone can be taken
as an Adjuvant with
Allopathic medicines.

54. LOGO

55. Project By :
Mrudang Thakor,
MBA Pharmaceutical Management,
NMIMS, Mumbai (2011-13)
Mob. 8460408839
Guide : Dr. Tarun Gupta
Professor Emeritus,
NMIMS, Mumbai.
This work was presented to Mr. Philippe Haydon, CEO
Himalaya on March 18th 2013 at NMIMS, Mumbai.