Himalaya Drug Company

Topics: Brand, Brand management, Brand equity Pages: 15 (341 words) Published: March 17, 2015
Himalaya Drug
Company
Repositioning a Herbal Bath Soap
Baishalee Bhattacharjee PGP30188
Biswajit Samaddar pgp30191
B.Shashanth Kumar PGP30189
Sejal Bharathi PGP30190
Swarup Saha PGP29201
Peter Ben Netto PGP29260

Content
• Summary of the Case
• Problem & Purpose statement
• Analysis & Findings:

Functional Benefit Perception
Brand Image Perception
Market Communication Strategies
• Recommendations
Repositioning Strategy
Brand Building Strategy

Case Summary

Decision Maker

 Sushil Goswami
 Brand Manager
 Himalaya Drug Company

Issue

 Rising competition
 Over-crowed Soap Industry
 Substitute Herbal Products

Business Objective
 Build brand
Equity

Product

 Himalayan Herbal Soap

Task

 Repositioning the soap

Problem Statement & Purpose
To analyse Functional
Benefits Perception

To recommend Brand
Building Strategy

To recommend
Repositioning
Strategy

How to
Reposition
Himalaya
Herbal Bath
Soap?

To analyse Brand
Image Perception

To analyse Marketing
Communication
Strategies

Brand Image Perception

• Company “Himalaya”
• Logo
• Financial Brand Equity Metrics
o Market share
o Revenue

BrandImage Analysis

• Strength Brand Equity Metrics
o Accessibility
o Awareness and knowledge of the brand
o Loyalty
• Consumer Brand Equity Metrics
o Relevance \consumer emotions

Perception of Functional Benefits
Functional
Benefit

Himalaya
Soap Users

Medimix Soap
Users

Lux Soap
Users

Moisturization

3.83

3.86

3.91

Youthful Skin

3.71

2.74

3.66

Glowing Skin

3.45

3.71

3.46

Fragrance

3.80

3.80

3.80

Natural
Ingredients

4.23

4.49

4.03

Freshness

3.91

3.31

3.51

Price

3.69

3.43

3.66

Hygiene (GermFree)

4.17

4.26

4.03

Price & Natural Ingredients
 
 
 
 

 High natural Ingredients
Medimix
Medimix

 
 

 

 

Himalay
Himalya
a
Chandrik
Chandrik
a
a

 
 
 
 
 
 
 
 

High price

 

Low Price

 
 
Hamam
Hamam

Vivel
Vivel

Emami
Emami

Lux
Lux

Margo
Margo

Fiama
FiamaDi
DiWills
Wills

Dettol
Dettol

Neem
Neem

Mysore
MysoreSandal
Sandal

Low natural Ingredients

Dove
Dove

Fragrance & Moisturization
 High Fragrance
Medimix

Lux

 
 

Mysore Sandal

 

Emami

Margo

Dettol
Fiama Di Wills

Neem

Himalay
a

Chandrik
a

 

Low Moisturization
 
 
 
 
 
 
 
 

High

Moisturization
 
 

Hamam

Vivel

Dove

Low Fragrance

Brand Communication: Himalaya
• Theme: Freshness
• Talks about: Usefulness of neem and turmeric

LUX
• Lux soap makes your skin glow like gold.
• Actress Asin
• Image of a young and confident woman

Medimix

• Mixes functional benefits with emotional touch
• Focus on absence of skin problems

Repositioning Strategy

Brand Building Strategy

• Redesign Soap Bar
• Ad Campaign
• Build Loyalty

Thank You

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