Brand presentation - Himalaya Herbals

Brand Presentation

Group 1• Rashmi Sharma• Hamesh Bhasin• Gaurav Roy

About Us

• Established in August, 2000• Focus on client satisfaction• Create opportunities for our client to be heard, seen & recognized• Reach out to the right media using the right tools• Headquartered in New Delhi with associate offices in Mumbai, Kolkata, Bangalore, Chennai

Our Services

PR Corporate Communications Market research and analysis Media planning Consumer Marketing Celebrity Management Event Management Advertising Crisis Management

Our Brand

Himalaya Intensive Moisturizing Body Lotion

Product Details

• Product Category: Skin Care• Pack Size:100ml, 200ml & 400 ml • Product Variants: 1)Himalaya Intensive Moisturizing Body Lotion 2)Protecting Body Lotion 3) Nourishing Body Lotion

Product Composition Intensive Moisturizing Body Lotion contains the following

ingredients:• Cocoa Butter:It promotes healing and prevents drying and

cracking of skin. Cocoa Butter also contains antioxidants that help repair damaged skin

• Olive Oil: It has soothing and anti-microbial properties, which ensures that the skin is healthy

• Grapeseed Oil: It has high content of linoleic acid, a fatty acid essential for the skin & helps to tighten and tone the skin

• Wheatgerm Oil: It is a rich source of natural Vitamin E, which nourishes and boosts skin's elasticity

Aim

• Study Himalaya Intensive Moisturizing Body Lotion as a product and a sub-brand

• Industry analysis - India

• Current market analysis of Himalaya Intensive Moisturizing Body Lotion

• Recommendations

Company Overview

Established in the year 1930 by Mr. M. ManalPioneered the use of modern science to validate

Ayurveda’s secretsSince its inception, the company has focused on

developing safe, natural and innovative remediesThe Company was awarded an ISO 9001:2000

certification in 2003

Brand Identity

• The Himalaya logo is a visual definition of its brand identity:

• The leaf that forms the crossbar of the letter H evokes the company's focus on herbal healthcare • The teal green color represents proximity to nature• The orange is evocative of warmth, vibrancy and commitment to caring

Industry Analysis: India

• The skin care market is valued at $180 million in India

• Moving forward , the skin care market in India is anticipated to grow at around 19% CAGR during 2011-2014

• The skin care market is at a primary stage in India. The penetration level for both the urban and rural market is low

• Many people still prefer to use home made products to cure the skin problems

Major Players

Market Share

HULCavinKareGodrejOthers

53%

3.4%

31.6%

12%

Himalaya Company Growth

• Himalaya is a Rs 1,000 crore brand growing at 26% CAGR in India and 35% CAGR internationally

• Himalaya’s consumer products division, skincare, growing at 30-35 per cent every year, is the biggest contributor, contributing 50 per cent of the turnover

Current Strategies

• To focus on launching differentiated products using company’s herbal positioning

• Product trials — sampling, information dissemination, advertorials and word-of-mouth publicity

• Marketing is mainly focused on engaging the customer, creating awareness for the products and increasing availability and accessibility

SWOT Analysis

Strength Weakness

Strong brand image & global presence

Not fully integrated with mainstream markets

Himalaya is recognized world over as a pioneer in

Ayurvedic and Herbal products

Low level of entrepreneurial aggressiveness

Opportunity Threat

World over natural and traditional approaches to

products are being welcomed

Risk of New Entrants and Substitute products

Growing adaptability to Innovative Products

Shifting consumer loyalties

Untapped rural market Manufacturing costs

& processing costs are high

SA

LES

TIME

Intr

od

uct

ion

Gro

wth

Matu

rity

Decl

ine

Product Life Cycle

Brand Awareness Pyramid

Top of Mind

Recall

Brand Recall

(Unaided Recall using Category Cue)

Unaware of Brand

Brand Recognition

(Aided Recall using Brand Cue)

Cost / Time / Effort Required

Brand Loyalty Pyramid

Committed

Buyer

Likes the Brand

Considers it a Friend

Satisfied Buyer with

Switching Costs

Satisfied / Habitual Buyer

No Reason to Change

Switchers / Price Buyer

Indifferent ; No Brand Loyalty

SWOT AnalysisFor Immediate Competitor

Strength Weakness

Vaseline Petroleum Jelly is

one of the most widely used products to fight dry skin

Shifting the Focus on Men’s products is redefining the

brand image

Products available in over 60 countries for over 130 years

The drawback of a popular ‘brand-name’ is other or fake products sell under its name

Opportunity Threat

Vaseline Sheer Infusion contains patented Stratys-3 technology and is the new body lotion that infuses and suspends moisture across all

layers of skin

Lack of consumer advertising as Vaseline focuses more on trade

promotion

No significant direct competitive petroleum jelly products that effect

Vaseline Petroleum Jelly market share

Specific Use Products (like baby care or sun burn cream) can

compete against the versatility of the product

Other information about Competitors

• Himalaya individual products also face competition from firms that are strong in one or just a few products, Fair & Lovely in face masks

• Since there several players in this market, any change of price, quality, technology ,service or innovation by one firm affects all the other firms

Our Consumers

New SEC Grid

• It’s based on two variables:– Education of chief earner

– Number of “consumer durables” ( from a predefined list)- owned by the family. The list has 11 items, ranging from ‘electricity connection’ and ‘agricultural land’- to cars and air conditioners.

New SEC Grid

• Classification is then segregated into 12 groups based on inputs on these 2 parameters

A1, A2, A3, B1, B2, C1, C2, D1, D2, E1, E2 & E3

• These 12 groups are applicable to both urban and rural India

Demographics• Age : 18-30 years• Life stage: Students, Housewives, Working

Professionals• Location: Delhi and NCR• Gender: Females• Socio-Economic class: SEC A1,SEC A2, SEC B1,

SEC B2

Psychographics

• Beauty Conscious• Aspire for complete skincare in their hectic

schedules• Demand for better quality at an affordable

price

No or low “Top of Mind” product

recall

Lack of awareness about the entire product range

Marketing Problem

Marketing Objective

Generating Interest

Building loyalty of current

consumers

Tapping new

consumers

Increase market share in

Delhi/NCR

Future Strategies

• Will be in sync with the previous marketing strategies , i.e:

• Focused on engaging the customer• Creating awareness for the products • Cashing in on people’s change in attitude

towards going 'back-to-nature' and the growing demand for herbal and natural therapies

TV Commercial

Underlying message of the Ad

• “Give yourself a fresh start”• The message will be: • Be the natural you• Give up on chemical moisturizers

Himalaya babies of the Month

Campaign

• The campaign will have a two fold message:• Give up on chemical skin moisturizers and

embrace herbal remedies for lasting beauty• Will highlight the importance of being

“Comfortable in your own skin” and “Being the natural you”

Herbal Beauty Queen Campaign “When Nature’s

creations are nurtured by Nature itself the result is bound to be

Beautiful”

Herbal Beauty Queen Campaign

• We will encourage the consumers to upload their videos and pictures on Face book and share their stories with us as in how Himalaya body moisturizer helped them give a fresh start

• They get rewarded the Herbal Beauty Queen title with a chance to get their picture printed on the product pack for a month.

• Himalaya Herbal beauties Hall of Fame

Brand presentation - Himalaya Herbals

Business

Transcript of Brand presentation - Himalaya Herbals