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HIMALAYA DRUG COMPANY

BRANDING AYURVEDA

ABOUT OUR COMPANY


Was established in the year 1930 by Mr. M. Manal.

Introduced Serpina, worlds first anti -hypertensive drug in the year 1934.
Pioneered the use of modern science to validate ayurvedas secrets. Was awarded an ISO 9001:2000 certification in the year 2003. CEO of the company- Mr. Ravi prasad.

MISSION
To establish Himalaya as science - based, problem solving, heel-to-heel brand harnessed from natures wealth and characterized by trust and healthy lives. To develop markets worldwide with an in-depth and long term approach, maintaining at each step the highest ethical standards.

THE CHALLENGE FOR HDC


According to the marketing research conducted by HDC, most consumers perceived Ayurveda as an age-old branch of medicine, which was revered but not accepted as being reliable for treating ailments. Thus, the two major tasks for HDC in India were to establish an image for itself and promote the message that Ayurveda was as modern and vibrant a science as any other.

APPROACH OF THE COMPANY


A three-pronged strategy was adopted by HDCIt tried to create a perception that products under the Ayurvedic Concepts range addressed the complete body. The brand was promoted with a tagline, `Get on with your life The product's positioning had to be conveyed strongly by a protagonist.So the concept of Dadima emerged.

THE RESULTS..
The strategy used by HDC responded very well The advertisement campaign proved to be a great success as because the company was able to link the product directly with the customers. The campaign became a great success and and the name AYURVEDA became a household name. Due to this the company was able to open its stores.

And finally
Due to its strong R&D, product development and marketing efforts, Ayurvedic Concepts was able to garner business worth Rs. 150 mn in 1999, Rs. 250 mn in 2000 and Rs. 400 mn in 2001.

BUT
Immense popularity of Ayurvedic Concepts' as a brand was posing a threat to the company's identity. Medical practitioners as well as consumers were reportedly unaware about Himalaya being the mother brand of Ayurvedic Concepts. So the brand name was changed to HIMALAYA

SWOT ANALYSIS
Strength
Wide range of products-Pharmaceutical, Personal care, Animal care. Strong brand image& global presence. Strong distribution channels, International consignment delivery within 48 hrs. R&D-Regulatory certifications USFDA Quality assurance through GMP, GLP & GCP First company to produce 100% Herbal baby products.

Weakness
Basic Image of HIMALAYA as an herbal health care company. Limited no. of botanical supplier and traders. inappropriate methods of collection and storage leading to sub optimal levels of active constituents . Quality constraint.

Opportunities
Huge demand of Herbal and Ayurveda based products in International market Untapped rural market. Next to IT & Biotechnology research in medicinal plants should emerges as the most sustainable growth sector in the years to come. Targeting diabetic patients.

Threats
Major competitors-Dabur, CavinKare,Jyothy laboratories, Paras pharmaceuticals, Zandu. Manufacturing costs & processing costs are high. Competition from synthetic brands.

The BCG Growth Share Matrix


It is based on the

combination of market growth and market share relative to the next best competitor It is based on the observation that a Himalayas business unit can be classified into four categories: Stars Question marks Cash cows Dogs

STAR Currently Himalaya has a strong presence in


personal, skincare and baby care products
Products like its face pack, cleansers, soap free face wash, baby lotion, baby cream are widely popular.

QUESTION MARK

Here we put our product Himalaya honey .

CASH COW

Its Pharma products like Mentat, koflet , Liv.52 are well established in the market and regularly generates revenues.

DOG

Products like pain relief and cold relief products do not constitute a good percentage to Himalayas revenues.

companys Dadima advertising campaign

According to marketing research conducted by HDC,most consumers perceived Ayurveda as an age-old branch of medicine,which was revered but not accepted as being reliable for treating ailments. Two major tasks for HDC :- Establish an image for itself. - Promote the message that Ayurveda was as modern and vibrant a science as any other.
-HDC required a campaign which would be able to destroy the commonly accepted notion of Ayurveda as something developed by sadhus.

Plan of Action
- In 1999,HDC launches an advertising campaign for its range of personal care products branded Ayurvedic Concepts. - The Television Commercials for the brand featured an unusual brand ambassador. - Indians, who were used to advertisements featuring celebrities, young , good looking models watched in amusement an old Grandmotherly lady promoting the brand.

Continued..
- It was decided that the protagonist would be Dadima( played by model Ava Mukherjee). - In our constitution,the Grandmother is still a
very warm, loved ,trusted & resepected figure Soumitro Banerji, Executive vice president, Consumer products ,HDC.. - Dadima the brand ambassador broke the stereotype

image associated with grandmothers. - Unlike the typical grandmothers, she was aware of the latest trends & happenings.

Continued
- Moreover ,she conveyed her knowledge of age old health tips and HDCs products in fluent English. - Thus, successful in presenting a contemporary image of Ayurveda.

Continued
- Moreover ,she conveyed her knowledge of age old health tips and HDCs products in fluent English. - Thus, successful in presenting a contemporary image of Ayurveda.

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