HIMALAYA DRUG COMPANYBRANDING AYURVEDA

ABOUT The COMPANY

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

Introduced “Serpina”, world’s first anti -hypertensive drug in the year 1934.

Pioneered the use of modern science to validate ayurveda’s 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 nature’s 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 HDCAccording 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 COMPANYA three-pronged strategy was adopted by HDC-It 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 wellThe 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.

BUTImmense 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 Himalaya’s revenues.

company’s ‘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 HDC’s 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 HDC’s products in fluent English.- Thus, successful in presenting a contemporary image of Ayurveda.

Future Prospects of HDC• The future prospects of HDC are prominent and

bright.• HDC is not much worried by domestic as well as

foreign players.• HDC focuses strongly on research led product

development to emerge as a “Global Leader” in the herbal healthcare industry.

• The herbs used by HDC are of better quality.• HDC has developed a unique technique over

the last 3 decades to manufacture their products with quality and consistency.

THANK

YOU