HIMALAYA

GROUP MEMBERS

• RICHA TIWARI• SHALEEN AGARWAL • PUSHPAK PANDEY• GURDEEP SINGH• ANSHUL JAIN• RICHA KOHLI

ABOUT THE COMPANY• The himalaya drug company was• founded in 1930 by Mr. Manal with a• clear vision to bring Ayurveda to• society in a contempary form and to • unravel the mystry behind the 5000

years old system of medicine.

The company has focused on developing safe, natural and innovative remedies that will help people lead richer, healthier lieves. Today himalaya products have been endorsed by over 250000 doctors

around the globe and consumer in 59 countries rely on himalaya for their health and personal care needs.

HISTORY

1930 – Mr. M Manal formed the Himalaya Drug company.

1934 – Launch of Serpina,the world’s first hypertensive drug.

1955- Liv 52, a heptoprotective drug is launched and goes on to become one of the world’s top selling drug.

1975- An advanced manufacturing facility is set up in Banglore.

HISTORY

1996 – The company opens its US office at Houston, Texas.

1998 – The animal health product range for commercial livestock is launched.

2001 – The company adopts a new unified brand equity.

2005 – Himalaya celebrates 75 years.

RESEARCH AND DEVELOPMENT

Himalaya has a well defined research and development policy. It states that no investment is too much when it comes to scientifically creating safe drugs and therapies. The company believes that the ideal healthcare system lies in the synergy between Ayurveda and modern science. Himalaya constant endeavor is to create innovative products that satisfy the health and personal care requirement of contemporary living.

CUSTOMER PERCEIVED VALUE

Customer benefit

Product benefit - High

Services benefit - low

Personnel benefit - medium

Image benefit - medium to high

Total customer cost

Monetary cost - medium

Time cost - medium to low

Energy cost - medium to low

Psychological cost - low

• Geographical- Region-All Over India,Global. City - Metro, Tier 1, 2

Demographic- Age- Above 10 Year Old

Income- Rs 15000/- PM Education- HSC, Graduate

Segmentation

• Psychological• SEC – A1, A2,B1,B2• Lifestyle – Culture Oriented Needs motivation - Social, Ego, Self-

actualization Learning involvement - High Attitude

- Positive

• Competitor-HLL, Shahnaz Hussain, Dabur,Zandu.

• Category Membership- Herbal Health Care

• POP- Natural, No side effects, Safe

• POD- Researched Ayurveda, Consistency And Quality of Herbs (e.g. Himalaya Shampoo Efficacy& Mildness)

PositioningProduct Category Positioning

• Communicating & Establishing POD’s and POP’s

• “DADIMA” as a Brand Ambassador • Co Branding Initiative with “ Discovery

Channel”• Attractive Point of purchase.• Tag line “ GET ON WITH YOUR LIFE”

High Awareness

Depth<Breadth

ReliabilityService effectivenessService empathy

Quality, Trustworthy

Security

History, Heritage, Experience

Behavioural Loyalty