HIMALAYA : WELLNESS COMPANY

Submitted By: Group 7

(MKT -B )
Name:
Anirudha Gupta 2022MMBA07ASB241
C Prasanna 2022MMBA07ASB288
Jayshree Thakur. 2022MMBA07ASB211
Muskan Khan 2022MMBA07ASB 318

Submitted to :
Professor : Ajeet Sharma
S.NO INDEX PAGE NO.

1 Executive summary

2 Introduction

3 Advertising Campaign

4 Advertising Objectives

5 References

6 Contributions
 EXECUTIVE SUMMARY
Himalaya is a leading global herbal health and personal care brand. It was
founded in 1930 by Mohammad Manal, who had a vision to commercialize
Ayurvedic and herbal products to suit contemporary needs. Today, Himalaya has
a wide range of products in over 100 countries.

Himalaya's products are based on the principles of Ayurveda, a traditional

Indian system of medicine. Ayurveda is a holistic approach to health and well-
being that focuses on preventing disease and promoting overall wellness.

Himalaya's products are made with natural ingredients and are clinically tested
to ensure safety and efficacy. The company has a strong focus on research and
development, and it invests heavily in new product development.

Himalaya's products are sold through a variety of channels, including

pharmacies, supermarkets, and online retailers. The company also has its own
retail stores in India.

Himalaya's revenue has grown at a CAGR of around 10% over the past five
years. This is higher than the overall growth rate of the Indian herbal products
market, which has grown at a CAGR of around 8% over the same period.

Himalaya is well-positioned to benefit from the growing demand for herbal

products in India and around the world. The company has a strong brand
reputation, a wide range of products, a global presence, and a focus on research
and development.

Key Strengths:

 Strong brand reputation

 Wide range of products
 Global presence
 Focus on research and development

Key Opportunities:

 Growing demand for herbal products in India and around the world
 Increasing awareness of the benefits of herbal products
Key Challenges:

 Competition from other herbal brands

 Regulatory challenges in some markets

Overall Outlook:

Himalaya is a leading global herbal health and personal care brand with a strong
presence in the Indian market. The company is well-positioned to benefit from
the growing demand for herbal products in India and around the world.
 INTRODUCTION
Histories: M. Manal created Himalaya Wellness in 1930 with the goal of
introducing ancient Ayurveda and herbal medicines to people. It has a long
history and has developed into a well-known brand in India and elsewhere.
Product selection: The company sells a variety of health and wellness products,
including herbal supplements, cosmetics, medications, and infant care items.
Himalaya Neem Face Wash, Liv.52 (a liver supplement), and a number of other
health and wellness supplements are some of their best-selling items.
Influence of Ayurveda: Himalaya Wellness is renowned for its dedication to
Ayurvedic practises. In order to promote health and wellbeing, their products
are made with natural components and herbs and draw on the classical wisdom
of Ayurveda.

Global Presence: The company exports its goods to more than 90 nations and
has a large international presence. It has become known for creating all-natural,
highly efficient healthcare and personal care products.
Himalaya Wellness participates in a number of social and environmental
activities as part of their CSR programme. These include policies for healthcare
access and sustainability. Corporate social responsibility is something that the
firm is really committed to.
Research and Innovation: To create fresh, enhanced products, the company
invests in research and innovation. To guarantee the effectiveness and quality of
their products, they have research and development facilities

Presence in the market : In the market, Himalaya Wellness was well-

established, particularly in the fields of herbal and Ayurvedic medicine and
personal care. I don't have access to real-time data, and market circumstances
and performance can vary over time. The following are some salient features of
its performance up to that point

Domestic Presence: Himalaya Wellness has a sizable portion of the herbal and
ayurvedic goods industry in India. Consumers in India, where Ayurveda has a
significant cultural and historical impact, embraced its vast range of services.
Himalaya Wellness now has a global presence in the herbal and ayurvedic
product categories after expanding to over 90 nations. Its corporate approach
heavily emphasised the importance of its global presence.

Consumer Trust: The company has established a reputation for offering safe
and efficient personal care and healthcare products. Himalaya's success was
greatly influenced by the confidence that consumers had in its goods.

Product Innovation: To innovate and enhance its product offerings, the

corporation engaged in research and development. Its performance on the
market was influenced by this dedication to quality and innovation.

Corporate Social Responsibility: Himalaya Wellness had a solid reputation

for its dedication to social responsibility and sustainability, which was well-
liked by customers and boosted its good standing.

INDUSTRIAL DATA OF HIMALAYA DRUG COMPANY

Himalaya Drug Company is a leading Indian multinational pharmaceutical

company that produces and sells herbal products. The company was founded in
1930 and is headquartered in Bengaluru, Karnataka. Himalaya's products are
sold in over 100 countries around the world.

Industry data of Himalaya:

• Income: Himalaya Drug Company's income in the financial year

2022-23 was Rs. 3,850 crore (US$ 510 million).

• Sales growth: Himalaya's sales grew at a CAGR of 10% over the

past five years.

• Market share: Himalaya is the leading player in the Indian herbal

products market with a market share of over 20%.

Market share of Himalaya in different categories:

• Face wash: 23.8%

• Hair care: 12.5%
• Skin care: 11.8%
• Oral care: 7.1%
• Baby care: 6.5%
 Chart Title
14

12

10

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Facewash Hair Care Skin Care Oral Care Baby Care

Series 1 Series 2 Series 3

Himalaya's products are divided into two categories:

• Over-the-counter (OTC) products: These products are sold without
a prescription and are used to treat common ailments such as cold, cough, fever,
and headache.
• Personal care products: These products are used for daily hygiene
and grooming.
Himalaya's OTC products are popular among consumers due to their
effectiveness and affordability. The company's personal care products are also
popular, especially its face wash and hair care products.
Himalaya is expanding its presence in global markets. The company has
established subsidiaries in several countries, including the United States,
Canada, the United Kingdom, and China. Himalaya is also expanding its
product portfolio to include new categories such as nutrition and wellness
products
 PRESENT ADVERTISEMENT
The advertising and media strategy for Himalaya Natural Glow Rose Facewash,
based on the provided ad, appears to focus on the following key elements:

 Message of Diversity and Natural Beauty: The brand's strategy

emphasizes the message that "Beauty has no colour" and that every face
possesses a unique and beautiful glow. This message promotes inclusivity
and celebrates the individuality of skin.

 Product Features: The ad highlights key product features, including the

use of natural Rose Extracts and other skin-loving ingredients. It also
mentions that the face wash is free from parabens, phthalates, and
silicones. These details aim to showcase the product's quality and natural
attributes.

 Eco-Friendly Packaging: The ad mentions that the face wash comes in a

100% recyclable tube, emphasizing the brand's commitment to eco-
friendliness and sustainability. This aligns with the growing consumer
demand for environmentally conscious products.

 Use of Hashtags: The use of hashtags such as #NotFair and

#BeautyHasNoColour in the ad suggests a social media strategy to
engage with and tap into conversations about beauty standards and
diversity. These hashtags are likely used across social media platforms to
amplify the campaign's message and engage with the target audience.

 Emotional Appeal: The ad employs an emotional appeal by encouraging

the appreciation and celebration of diverse beauty. It aims to connect with
viewers on a personal level by promoting self-confidence and self-
acceptance.
 REASON FOR REVISING THE
ADVERTISING & MEDIA
The reasons for revising the advertising and media strategy for Himalaya
Natural Glow Rose Facewash, as evidenced by the criticism and controversy
surrounding the ad, are as follows:

Negative Public Perception: The ad received significant backlash on social

media platforms, particularly on Twitter, with criticism focusing on the absence
of dark-skinned women in an ad that aimed to convey the message that "beauty
has no colour." This negative public perception can harm the brand's reputation
and must be addressed.
Cultural Sensitivity: In the context of rising awareness about cultural diversity
and inclusion, brands are under increased scrutiny for their representation in
advertising. The absence of dark-skinned women in an ad promoting diversity
and natural beauty contradicts the intended message and can be seen as
culturally insensitive.

Repackaging Concerns: Some viewers criticized the ad for potentially

repackaging a fairness product under the guise of promoting a "natural glow."
This perception could damage the brand's credibility and trustworthiness.

Social Responsibility: In today's marketing landscape, brands are expected to

demonstrate social responsibility and ethical practices. The controversy around
this ad highlights the need for brands to align their messaging with these
principles.

Packaging Issue: As mentioned in the criticism, there are concerns related to

the product's packaging. If the packaging is not aligned with the brand's
message of sustainability and eco-friendliness, it can lead to a disconnect
between the brand's values and its product presentation.
To address these issues and revise the advertising and media strategy
effectively, we have considered the following actions:

Diverse Representation: Ensure that future ad campaigns genuinely reflect

diversity, including individuals with various skin tones, to align with the
message that "beauty has no colour."

Transparency: Address any concerns about product transparency by providing

clear information about the product's ingredients, purpose, and benefits.

Social Responsibility: Reiterate the brand's commitment to social

responsibility and inclusivity in all advertising materials.

Cultural Sensitivity Training: Conduct training for the advertising and

marketing team to ensure cultural sensitivity and awareness when creating
future campaigns.

Packaging Alignment: Review the product's packaging to ensure it aligns with

the brand's commitment to sustainability and eco-friendliness.
 ADVERTISING OBJECTIVES

DAGMAR (Defining Advertising Goals for Measured Advertising Results) is a

marketing and advertising model that focuses on setting clear, measurable
objectives for advertising campaigns. The DAGMAR approach was developed
by Russell H. Colley in the 1960s and is widely used to this day. The primary
goal of DAGMAR is to move potential customers through a series of stages,
from being unaware of a product or brand to becoming a loyal customer.

Following the DAGMAR approach the advertisement objectives are as

follows :-

Campaign name – “ Celebrate your skin”

Objective – To empower women to embrace their unique beauty and to

encourage the celebration of diverse beauty by promoting the use of Himalaya
Natural Glow Rose Face Wash. Our aim is to increase brand awareness and
inspire action among women aged 18-45 who value natural skincare solutions.
Our goal is to achieve a noticeable shift in consumer behaviour and perception
by encouraging at least 10% of the target audience to try Himalaya Natural
Glow Rose Face Wash within the campaign's three-month duration. We aim to
create a lasting impact and drive sustained consumer engagement.

Creative brief :-

Client: Himalaya Natural Glow Rose Face Wash

Objective:

 To empower women to embrace their unique beauty and to encourage the

celebration of diverse beauty.
 To increase brand awareness of Himalaya Natural Glow Rose Face Wash.
 To inspire action among women aged 18-45 who value natural skincare
solutions.
 To achieve a noticeable shift in consumer behaviour and perception by
encouraging at least 10% of the target audience to try Himalaya Natural
Glow Rose Face Wash within the campaign's three-month duration.
 To create a lasting impact and drive sustained consumer engagement.
Client’s Budget: 200 crore

Market - Present Scenario:

Competition: Highly competitive skincare industry with a focus on natural and

eco-friendly products.

Differentiation: Himalaya Natural Glow Rose Face Wash is known for its
natural ingredients and eco-friendly packaging. The market is shifting towards
valuing diversity in beauty.

Client Background: Himalaya is a leading Indian herbal healthcare company

that produces a wide range of products, including face washes, creams, lotions,
and other personal care items. The company is known for its use of natural
ingredients and its commitment to sustainability.

Target Audience: The primary target audience for Himalaya Natural Glow
Rose Face Wash is women in India aged 18-45 who value natural skincare
solutions and who are interested in empowering women and celebrating
diversity.

The target audience can be segmented in a number of ways, including:

 Age (18-24, 25-34, 35-45)

 Skin type (dry, oily, combination, sensitive)
 Lifestyle (urban, rural)
 Psychographics (values, interests, attitudes)

Product Positioning: Himalaya Natural Glow Rose Face Wash is positioned as

a natural, gentle, and effective face wash that celebrates the unique beauty of
every woman. The product is perceived as being different from its competitors
due to its focus on natural ingredients, its commitment to diversity and
inclusion, and its focus on empowering women.

Major Selling Idea (The Big Idea): The big idea for the Celebrate Your Skin
campaign is that every woman is beautiful in her own unique way. The
campaign will encourage women to embrace their unique beauty and to
celebrate the diversity of beauty.

Brand's Personality: Trustworthy, eco-conscious, inclusive, and beauty-

celebrating.
Consumer Problem: Himalaya Natural Glow Rose Wash solves the consumer
problem of dull and lifeless skin. The product contains natural ingredients that
help to remove dullness and impurities, revealing the skin's natural glow.

Message Tone/Appeal: The tone of the Celebrate Your Skin campaign will be
empowering and inspiring. The campaign will appeal to the target audience's
desire to feel beautiful and confident in their own skin.

Media:

 TV Commercial (Prime time slots)

 Social Media Campaign (Instagram, Facebook, Twitter)

 Print Ads (Fashion and Lifestyle Publications)

Anything That Must Be Included/Avoided in the Ad:

The ad must include the following information:

 The product name (Himalaya Natural Glow Rose Face Wash)

 The product benefits (natural, gentle, and effective face wash that
celebrates the unique beauty of every woman)
 The brand tagline

The ad must avoid the following:

 Making any claims that are not supported by scientific evidence

 Making any claims that are discriminatory or offensive
 Using any images or footage that is not representative of the target
audience

Delivery Timelines:

 Awareness Phase: 3 months

 Comprehension Phase: 3-4 months
 Conviction Phase: 6-9 months
 Action Phase: Ongoing
Time Period of the Ad Going on Media: Approximately 1 year, with a phased
approach.

Coverage: National and regional markets, with a focus on urban and suburban
areas.

Measurement Metrics:

 Social Media Engagement (likes, shares, comments)

 Post-Campaign Surveys (changes in brand perception and purchase
intent)
 Sales Data (impact on sales revenue)
 Website Analytics (traffic, engagement, conversion rates)