Branding strategy at different stage of product life cycle.Brand -Himalaya baby powder.

1. STATEGIC MANAGEMENT
ASSIGNMEN
TOPIC: Product Mix
Product Life Cycle of a particular brand
Prepared By: Kabita Goon
PGDM Pharmaceutical Management
Roll no: 23

2. Width Length
Depth
Length of the product
mix refers to the total
number of products in
the mix.
Product mix consistency
refers to how closely
products are linked to each
other. Less the variation
among products more is
the consistency
The depth of the product mix
refers to the total number of
products within a product line.
There can be variations in the
products of the same product
line.
The width of the mix
refers to the number
of product lines the
company has to offer.
Product mix, also known as product assortment, is the total number of product lines that a company offers to
its customers
The product mix has the following dimensions
Consistency
PRODUCT
MIX

3. About
Established by M.Manal in 1930
Based in Bangalore ,India
Produce are health care product under
the name of Himalaya Herbal
Healthcare
Products are sold in 90 countries
across the world
Some countries where available
Egypt,
Ghana,
Malawi,
Somalia,
Uganda,
Zambia,
South Africa,
Libya,
Nigeria,
Afghanistan,
Armenia,
Cyprus,
Kazakhstan,
Singapore,
India,
Pakistan,
Sri Lanka
Bangladesh,
Nepal, etc

4. PRODUCT
LINE
2
Himalaya product line With
PRODUCT
LINE
1
PHARMACEUTICLE NUTRITION
PLAN
3
PRODUCT
LINE
4
ANIMAL
HEALTH
PRODUCT
LINE
3
BABY CARE
AND
PERSONAL
CARE

5. Product length
FACE CARE PHARMACEUTICAL PRODUCTS

6. BABY CARE PRODUCTS ANIMAL CARE PRODUCTS

7. With a CAGR of 80%, they have 30% market share of
Indian baby care market today. Witnessing the tremendous
opportunities in baby care sector, Himalaya has built a
strong presence in this category with its multi product
portfolio. They have significantly generated education and
communication to the market with their expert network of
paediatricians, nurses and pharmacies to promote the baby
care range, besides being present in supermarkets and
retail outlets.
Their products are available not only through their massive
brand visibility via e-commerce but are also distributes and
made accessible through reverent offline distribution
platforms. The baby care range has come out to be
extremely beneficial for the company because of the
changing lifestyle of the consumers who are inclining
towards the healthier herbal products
AYURVEDIC
And
HERBAL

8. Product Life Cycle Stages – Introduction Stage, Growth Stage, Maturity Stage, Decline Stage, Abandonment
1. Introduction Stage:
In the first stage, the product is introduced in the market and its
acceptance is obtained. As the product is not known to all
consumers and they take time to shift from the existing
products, sales volume and profit margins are low. Competition
is very low, distribution is limited and price is relatively high.
2. Growth Stage:
As the product gains acceptance, demand and sales grow
rapidly. Competition increases and prices fall. Economies of
scale occur as production and distribution are widened. Attempt
is made to improve the market share by deeper penetration into
the existing market or entry into new markets.
3. Maturity Stage:
During this stage prices and profits fall due to high competitive
pressures. Growth rate becomes stable and weak firms are
forced to leave the industry. Heavy expenditure is incurred on
promotion to create brand loyalty.
4. Decline Stage:
Market peaks and levels off during saturation. Few new
customers buy the product and repeat orders disappear. Prices
decline further due to stiff competition and firms fight for
retaining market share or replacement sales. Sales and profits
inevitably fall unless substantial improvements in the product or
reduction in costs are made.

9. Product
Himalaya
Baby
Powder(unde
r product line
baby care)
It comes under the Himalaya Baby Care
range
Himalaya entered the baby care category
in 2007, and it contributes about 15 per
cent of the company's total turnover
• Recognised in the world as a
pioneer of Herbal and
Ayurvedic products
• It also penetrate in untapped
rural market with low price
than its competitors
Growth
Maturity
Decline
SalesinRs
Time in years
HIMALAYA
Introduction
Abandonment
Growth
Maturity
Decline
Major competitor
Jonson & Jonson
baby powder
Product Life Cycle of
Himalaya Baby
Powder

10. Strategies used in introduction
• Use marketing communications that
are effective in generating initial
awareness and reaching innovators.
Often specialist websites/blogs and
magazines provide a specific audience,
as well as utilizing mailing lists of
innovators from the customer
database
• Promotional efforts also need to be
targeted at retailers and distribution
channels (trade/push marketing), as
these relationships will be effective in
generating sales and awareness and
long-term word-of-mouth.
• Pricing needs to be balanced between
being attractive enough to reduce the
initial purchase barrier, yet high
enough to try and recoup costs – this is
not always possible with a new
product that lacks latent demand
Gift hampers give away Digital Marketing Platform used
Product blog writing
Review from the customer

11. • Introduce a variety of product offerings
(product line extensions), in order to reach
new market segments and to defend against
new competitors
• Increase scope of relevant retailers and
distributors, and try to develop exclusive
channels where possible, again to defend
against new players
• Progressively focus marketing
communications on broader/mainstream
channels (as opposed to specialist
communications) – targeting early
adopters/opinion leaders and then onto the
early majority
• Provide more detailed information about the
products and its competitive advantages
and/or any technology breakthroughs,
relative to established products – as this will
start to build a clear market positioning
• Reduce emphasis on price competition, where
possible, in order to create a clear long-term
reference price and to communicate strong
brand quality
• Start to consider customer loyalty programs
in order to maintain market share over the
longer-term
New
packaging
size.
New brand in
same product
line(capture
new market
segment).
Customer loyalty programs
Strategies used in growth phase
Campaign

12. THANK YOU
• References:
1. https://www.google.com/search?q=himalaya+logo+new+and+old&tbm=isch&ved=2ahUKEwju_cPLl8ToA
hUVPCsKHTPVBHQQ2-
cCegQIABAA&oq=himalaya+logo+new+and+old&gs_lcp=CgNpbWcQAzoECCMQJzoCCAA6BAgAEB46BggA
EAUQHjoGCAAQCBAeUM92WJaPAWD2kQFoAHAAeACAAfUBiAGpEJIBBjAuMTEuMZgBAKABAaoBC2d3cy1
3aXotaW1n&sclient=img&ei=cvCCXu78JZX4rAGzqpOgBw&bih=608&biw=1349&hl=en#imgrc=erC1fSWBH
Qb2SM
2. https://retail.economictimes.indiatimes.com/news/toys-kids-and-baby/babycare/himalaya-launches-
exclusive-mom-and-baby-store-to-take-on-market-leader-johnson-johnson/58341989
3. https://www.slideshare.net/eshantdigital/himalaya-product-management
4. https://www.marketingstudyguide.com/marketing-strategy-approaches-stage-plc/
5. https://www.google.com/search?q=product+range+of+himalaya+baby+powder+in+different+size&tbm=i
sch&ved=2ahUKEwibybiKgsToAhW7BLcAHVG-Ca4Q2-
cCegQIABAA&oq=product+range+of+himalaya+baby+powder+in+different+size&gs_lcp=CgNpbWcQA1Cg
4gFYj5ECYO2UAmgAcAB4AIABzgGIAfkYkgEGMC4xNy4xmAEAoAEBqgELZ3dzLXdpei1pbWc&sclient=img&ei
=5NmCXpvHO7uJ3LUP0fym8Ao&bih=608&biw=1366#imgrc=jOaNSegPX0u36M