A project on strategies suggested by me and implemented by Himalaya Wellness during my summer internship as a management intern.

1. Project Title –
Understanding the strategies for
Himalaya Face Care products promotion
during COVID-19
By - Aakash Sharma
PG-19-87

2. The Himalaya Drug Company
Makali –Bangalore, India

3. Introduction
to the
Industry
01
The Fast Moving Consumer Goods (FMCG), are also
renowned as Consumer Packaged Goods (CPG), are
products that have an expeditious turnover and
comparatively cheaper.
02
It is the 4th largest sector contributing in Indian
economy with continuous growing demand.
03
04
The urban segment accounts for revenue share of 55 -
60% to the overall revenue generated by this sector.
With support of Ministry of AYUSH, PATANJALI has
been ranked as the most trusted FMCG brand in India.
(TRA-Trust Research Advisory) in 2018.

4. Introduction
to the
Industry
05
Major segments of Fast Moving Consumer Goods
(FMCG) industry.
06
Impact of COVID-19 on Fast Moving Consumer Goods
(FMCG) industry.
07
Strategies adopted by FMCG companies during
COVID-19

5. Introduction
to the
Company
Late Mr. M. Manal (1930)
Founder of Himalaya Drug Company

6. Journey of
The Himalaya Drug Company. .

7. From Restless Elephants
Villagers with restless
elephants
Manual tableting machine with
sore shoulders
1930…one curious man in Burma
With bicycle
Pawned jewelry…two dollars

8. Mr. M. Manal forms Himalaya
Drug Company.
Launched First Natural
Hepatoprotective Drug-LIV 52
An advanced manufacturing
facility is set up in Bangalore.
Launched world’s First natural
anti hypertensive drug & First
Product of Himalaya-”SERPINA”
Mr.Miraj Manal
Joined Himalaya
19751964195519341930

9. Launched Personal Care
Range based on Ayurveda
Concept
US patent for CINNABLOC
Celebrates 90 years of
TRUST & WELLNESS
The Company launched Baby
Care products
LIMCA BOOK RECORD ,selling
highest volume of Face wash
20202015200820041999

10. Vision and Mission
Vision
Wellness In Every Home
Happiness in Every Heart……
Mission
Become a Leading consumer
wellness Brand in India.

11.  PASSION for what we do
 INTEGRITY in how we do it
 PRIDE in winning
 HONESTY in our transactions
 QUEST for scientific truth
 RESPECT for our customers
 ENTREPRENEURIAL SPIRIT

12. Our Wellness Spectrum
PHARMACEUTICALS
WELLNESS RANGE
PERSONAL CARE
BABY CARE
HIMALAYA FOR MOM
ANIMAL HEALTH

13. PHARMACEUTICALS

14. THE WELLNESS RANGE

15. PERSONAL CARE

16. BABY CARE

17. HIMALAYA FOR MOMS

18. ANIMAL HEALTH

19. Introduction
to the
PROJECT
01
02
Efforts to understand the Brand image of Himalaya
Face Care products at Chemist Channel Outlet
03
04
Performance management of ISR’s, understanding
their issues and training them.
Understanding the business trends of Himalaya
Company during COVID-19
Promoting face care products by focusing on
right channel of distribution

20. Objectives
1. To understand brand image of Himalaya face care products.
2. Understand the business trends and adapting to the normal way of
business during Covid-19.
3. Performance management of Sales Executives.
Sub objectives
1. To understand the perception of customers towards Himalaya face care
products
2. To identify the right channel and promote Himalaya face care products.
3. To study the effectiveness of training the sales executives and/to
increasing their productivity
4. To make proper use of the merchandising team by training them and
assigning tasks.

21. Methodology – Primary and Secondary Research
Sample Design and Sample Size – Chemist Channel Outlets &
200 Chemists
Data Collection – Qualitative and Quantitative data collection.
Questionnaire – A questionnaire of 15 questions to study the
brand image of Himalaya FC Products.
Scope of project – Positioning of products.
Limitation – Location and time period
Research
Methodology

22. Observations
of the
PROJECT
1) 91% of Chemist outlets keep Himalaya face Care products, and
78% of them believe Herbal products are better than Chemical
products.
2) 32% of Outlet owners accepted that the demand for the
products was affected due to COVID, while 62% found that
demand was same as pricing of the product is in budget and
not expensive. Tough competition with Patanjali, Garnier and
Everyuth.
3) More than 60% of owners were highly satisfied with the pricing
and sale of Himalaya Face care products.
4) Focusing on the right channel of distribution is important for a
company during any crisis.

23. Competitors Analysis
No Face Care Brands No. of outlets
keeping products
Percentage of
Outlets
1 Everyuth 142 71%
2 Clean and Clear 162 81%
3 Himalaya 180 90%
4 Garnier 166 83%
5 Patanjali 172 86%
6 Nivea 104 52%
7 Ponds 72 36%

24. 5) Impact of the pandemic on daily business and strategies used
by Sales Officer’s and Area Sales Managers to give best output.
6) We have found out a new way of doing business for the
company – Telecalling
7) Technology played a great role in training the Salesforce, use
of ZOOM application was made for it.
8) Better explanation of schemes and products helps the owner to
give good value orders.

25. Outcomes of the Project :-
Months No. of Outlets billed Total Sales
April 1355 30,58,000
May 3016 59,22,000
June 4239 77,76,000
Outcomes of my training to Merchandisers :-
Cities No. of Outlets billed Total Sales
Gujarat, Pune, Goa,
Nashik, Aurangabad
897 8,90,000

26. Conclusions
01
02
03
04
Himalaya Face Care has created a market
space and it is an established brand in itself
and has a leverage in natural Face care
products.
Telephonic selling is the current
and future trend of FMCG sales in
lockdown due to this pandemic
situation.
Customers perception for Himalaya
Men’s Grooming Face Care Products is,
they have Trust, Hope and Believe in
brand.
Overall, The Himalaya Drug Company
as a Herbal brand has a very positive
image in the minds of the customer
(Chemist) and the end consumer.

27. Recommendations
01
02
03
04
The company can think of a premium
product which is 100% herbal with a touch
of luxury into it.
More attractive schemes for the
Chemists as this would help them
to give more value orders.
A separate team to educate the outlets more
about the products to increase awareness
about the company and its products.
The company can use opportunity of
”aatmanirbhar Bharat” , “vocal for
local” and promote products on the
same lines.

28. Learnings from the Project
01 Business learnings
a) Seeing every team work together and the thought
process that goes into coming up with new
strategies has taught me how a marketing
department functions.
b) The market looks larger outside but in reality, one
single rupee matters a lot to both the company and
the client.
c) The FMCG market is more of a volume game than a
margin game

29. Learnings from the Project
02 Personal learnings
a) Being too polite to tele callers instead of getting
irritated or angry on them.
b) I learned things I could not learn in a classroom.
I’ve absorbed knowledge from completing tasks, sitting
in on meetings or by conversations with co-workers.
c) Being in such an environment has made me open to
more ideas and has challenged me to think outside of
my comfort zone.

30. Thank You