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<=
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style=3D'color:black;mso-color-index:2'>International Conference-cum-Exhibition on Ayurveda
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Budapest
September 29, 2007
© iris.huettner@t-online.de
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Iris Hüttner
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nA=
RTEMEDIA,
Munich
n<=
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style=3D'mso-tab-count:1;width:4.38%'> marketing, communication,
eventmanagement
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nH=
onorary
Representative for Ayurveda of German Wellness Association, =
Düsseldorf
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n
n&=
copy;
iris.huettner@t-online.de
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<= br> <= br> How to promote Ayurveda in Europe
<= br> <= br> <= br> <= br> <= span style=3D'mso-spacerun:yes'> © iris.huettner@t-online.de
<= br> <= br> How to promote Ayurveda in Europe
<= br> <= br> <= br> <= br> <= span style=3D'mso-spacerun:yes'> © iris.huettner@t-online.de
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Definition of Marketing
nConcept for politics in
nPrice
nProduct
n - Quality
n - Caracteristics
n - Image
nDistribution
nCommunication
n - Media
n - Public Relations
n - Advertisement
n - Events
n - Internet
n© iris.huettner@t-online.de
Definition of Market
nMarket exists,
nwhere request and offer are meeting.
n
n
=
n
=
n©
iris.huettner@t-online.de
Market sectors of Ayurve=
da
n
n
nEurope:
nWellness
nPrevention
nTherapy
nMedicine
n
n
n
n© iris.huettner@t-online.de
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Contact potential of Ayurveda
nEurope
n> 2.000.000 clicks
n Germany (2.260.000)
n
n> 1.000.000 clicks
n UK (1.710.000), France (1.130.000)
n
n> 500.000 clicks
n Russia (827.000), Switzerland (708.000), Italy (610.000),
n Spain (618.000),
Portugal 543.000), Austria (538.000)&=
#13;
n
n< 500.000 clicks
n Hungary (285.000)
n
nOut of Europe: India (2.180=
.000), USA (2.340.000)
nGoogle (September 15, 2007) ©
iris.huettner@t-online.de
n
Market Power
n
nOTC Products in Euro
nGermany 4 Billions<=
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style=3D'mso-hansi-font-family:Arial;font-size:67%;position:relative;top:-=
.45em;
mso-text-raise:30%'>1
n (Distribution 84% via pharmacies)
nUK 3 Billions2
nSwitzerland 0,4
Billions3
nHungary ?
n
n1Corfina AG, 2006 2The Proprietary
Association of GB, 2005)
n3APO/SD/SPI/DRO Ind=
ex Swissmedic A, B, C=
, D,
Zinkl.
nImpfstoffe, 2006 © iris.huettner@t-onli=
ne.de
n
n
n
n
n
Who are the clients in Europe?
n
nFor consumation of services and
products
nDistributors (Hotels, Pharmacies, Internet,
Travelagencies, ...)
nPatients
nIndividuals
n
nFor information about Ayurveda&=
#13;
nIndividuals (Patients, Consumers)
nHealth Professionals (Doctors, Therapists, ...)=
3;
nHealth Companies & Entities
nSocieties / Associations
nPoliticians
n
n© iris.huettner@t-online.de
n
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n
n
n
n
n
How do clients get knowledge of Ayurveda?
n
n
-Via Hotels & Travel Agencies
-Via Media
- Newspapers,
Magazines, Special Interest <=
/span> Publications,
TV & Radio Broadcast
- Advertisement
-Via Internet
-Via Friends, who got in touch with Ayurveda
-Via Events
-
-
-©
iris.huettner@t-online.de
-
-
Answers to the Question:
„What is Ayurveda?“
„What is Ayurveda?“
&=
#13;
nAloe Vera
nWellness
nMassage
=
nMuch Oil
nExpensive
nComes from India=
3;
nHeavy Metals and To=
xins
in Products and Pills
n
n© iris.huettner@t-online.de
What
does this show to us? &n=
bsp;
and
What is the mean= ing of this?
What is the mean= ing of this?
=
nThere is hardly any knowledge existing in most par=
ts of
Europe about
=
nwhat Ayurveda really is !
n
=
nAmong „informed“ people, the image of
Ayurveda is not positive!
n
nProducers of Ayurvedic products=
want
to serve a market, whose
npossible clients still do not k=
now,
what Ayurveda is or often have
na negative image of it!
=
n
nWhy people shall request someth=
ing,
they even do not know,
nthat it exists and what it is?&=
#13;
n
nWhy politicians should
engage themselves for something, their peoples do not even know and do not request as
medicine?
n© iris.huettner@t-online.de
n
Why Marketing?
n
n
nThe target of marketing is,
nthat the product sell=
s by
itself.
n
nThe way of marketing is
nto know and understan=
d the
client such as well,
nthat the product fits
perfectly
n and sofar sells by
itself!
n
n
n
n© iris.huettner@t-online.de
n
n
How to obtain this? or =
How to promote Ayurveda?
n
nConcept for and realization of
n
n 1. Right
Information
n 2. Quali=
ty
standards
n 3. Public
Affairs
n
nfor Ayurveda in Europe.
n
n© iris.huettner@t-online.de
1. Information about Ayurveda
=
na) Independant Journalism
=
nb) Structured and well investigated
nc) Facts about
n what Ayurveda is
n the markets (se=
rvices
and products)
n complementary therapies
n alternative medicine system
n research in western and countries of origin
n politics WHO and EU
nd) Public events and conference=
s
n
n© iris.huettner@t-online.de
=
n
2. Quality standards for
Ayurveda in
Europe
n
nDefinition
of criterias and quality standards in
n a) education & teaching
n b) products
n c) services
n d) therapy
=
n e) medicine
nrecognized by EU level and acce=
pted
by Europeans.
n
n
n
n© iris.huettner@t-online.de
n
n
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3. Public Affairs for Ayurveda
&=
#13;
nCreation of an Ayurveda Head
Quarter or
n Roof NGO =
in
Europe with seat in Brussels
nLobbying
nRegulary exchange
between GOs and NGOs in the medical, teaching & product
sector
nConferences with
doctors & scientist from Indian and European Universiti=
es
and Hospitals
n
n© iris.huettner@t-online.de
n
First Steps towards Realization
n
nForming an International Commission for Quality Standards
n Possible Start: Summer 2008
nEngaging an „Ambassador“ for Ayurveda =
in
Europe
nEngaging an Agency for Public Affairs (Lobbying)&#=
13;
nRealizing the concept of EUROPEAN MEDIA SERVICE AYURVEDA©
n Possible Start: Beginning 2008
nOrdering a representative Marketing Study
n Possible Start: Beginning 2008
n
n© iris.huettner@t-online.de
n
n
n
n
n
n
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nThank You for your Attention&#=
13;
n
n
n
n
=
n©
iris.huettner@t-online.de
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