Himalaya Healthcare

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About the marketing strategy of Himalaya Healthcare Neem Products

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Himalaya Healthcare

  1. 1. Presented by: Group 7 PRNs -
  2. 2. About the product  Neem or Azadirachta indica has anti- bacterial, anti-fungal & blood purifying properties. It is useful in skin disorders and keeps the skin healthy and glowing.  The anti-bacterial, anti-fungal & blood purifying properties of Neem are useful in skin disorders and keeps the skin healthy.  Clear, smooth and healthy skin from within
  3. 3. Description of the Ad  The ad shows a young lady – in her late twenties or early thirties, probably married  She is confident and is visibly happy.  The shot is taken with a clear background.  The lady‟s face is in focus and has a very prominent glow on the skin.  The colors are kept light to give a “Clean and Green” kind of look.  However, there is a deliberate(most likely) underplay of the “Herbal” Tag.
  4. 4. Target Audience  Clearly, it is a product meant for women.  The Ad has been focused on the modern, urban woman who needs to feel confident and in charge of her life.  The ad also shows a picture of the actual product. Although, Herbal products are still niche in India, beauty products are as such not niche, they are mass products.  Still, the look of the Ad shows the specific segment of Indian women who would believe in the power of ayurveda more than a botox.
  5. 5. Positioning/Differentiation  Purity of Nature (Quality of Product) and Promise of Good Health (Benefit)  Leaf that forms the crossbar of the letter evokes focus on herbal healthcare.  The teal green of logo represents proximity to nature, while orange is evocative of warmth, vibrancy of commitment to caring.  The Himalaya hallmark carries with it the promise of good health and well-being.  The swoosh in orange adds colour to the logo, making it more lively and appealing to the younger generation.
  6. 6. Positioning/differentiation contd..  Old wine in a new bottle.  Age old concepts of Ayurveda  Niche marketeers like Himalayan, aim to understand the customer‟s need so well that the customers willingly pay a premium.  The initial Ad campaign of „Dadima with a twist‟ where a laptop savvy grandma advises teenagers on how to stay fit!!  Giving Ayurveda a hipper and modern face.  The Beauty from Within Campaign.
  7. 7. Competitors Profile  Hamdard‟s Safi – A well known herbal oral treatment for Skin Diseases. : Bitter taste, not branded properly  Shahnaz Husain‟s Shaneem – An entire range of Neem Based Products. However, these are all cream/balm/lotion category products. : None can be orally consumed.  Lotus – NeemAura Naturals. Includes neem dietary suppliments and personal care products. Customers can make herbal teas or encapsulate neem on their own in combination with their favourite herbs. : Not available on shelves.
  8. 8. Competitor‟s Profile  Organix South Inc. – Capsules, neem extracts etc. : Not available on shelve  Jiva – Neem Tablets. : Not aggressively marketed.
  9. 9. Marketing Strategy  VISIBILITY : Major difference  Himalaya products are shown on the shelves more than any of its competitors  All others except Safi are bought through the internet.
  10. 10. Comments on the Ad  There is underplay on the “herbal” tag.  The Ad discounts the fact that this capsule is also useful for teenagers who are most susceptible to acne.  Also, a full body profile of the lady in picture could have driven home the point of a beautiful body and not just a pretty face.  The tagline “Beauty from Within could have been more prominent.

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