Brand presentation - Himalaya Herbals


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Brand Presentation on Himalaya Herbals, presented by the students of The Delhi School of Communication

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  • Good manufacturing practice" or "GMP" are practices and the systems required to be adapted in pharmaceutical manufacturing, quality control, quality system covering the manufacture and testing of pharmaceuticals or drugs including active pharmaceutical ingredients, diagnostics, foods, pharmaceutical products, and medical devices.FDA is responsible for protecting and promoting public health through theregulation and supervision of food safety, dietary supplements, and over-the-counter pharmaceutical drugs (medications)
  • Brand presentation - Himalaya Herbals

    1. 1. Brand Presentation Group 1 •Rashmi Sharma •Hamesh Bhasin •Gaurav Roy
    2. 2. About Us• Established in August, 2000• Focus on client satisfaction• Create opportunities for our client to be heard, seen & recognized• Reach out to the right media using the right tools• Headquartered in New Delhi with associate offices in Mumbai, Kolkata, Bangalore, Chennai
    3. 3. Our Services PR Corporate Communications Market research and analysis Media planning Consumer Marketing Celebrity Management Event Management Advertising Crisis Management
    4. 4. Our Brand Himalaya Intensive Moisturizing Body Lotion
    5. 5. Product Details• Product Category: Skin Care• Pack Size:100ml, 200ml & 400 ml• Product Variants: 1)Himalaya Intensive Moisturizing Body Lotion 2)Protecting Body Lotion 3) Nourishing Body Lotion
    6. 6. Product Composition Intensive Moisturizing Body Lotion contains the following ingredients:• Cocoa Butter:It promotes healing and prevents drying and cracking of skin. Cocoa Butter also contains antioxidants that help repair damaged skin• Olive Oil: It has soothing and anti-microbial properties, which ensures that the skin is healthy• Grapeseed Oil: It has high content of linoleic acid, a fatty acid essential for the skin & helps to tighten and tone the skin• Wheatgerm Oil: It is a rich source of natural Vitamin E, which nourishes and boosts skins elasticity
    7. 7. Aim• Study Himalaya Intensive Moisturizing Body Lotion as a product and a sub-brand• Industry analysis - India• Current market analysis of Himalaya Intensive Moisturizing Body Lotion• Recommendations
    8. 8. Company Overview Established in the year 1930 by Mr. M. Manal Pioneered the use of modern science to validate Ayurveda’s secrets Since its inception, the company has focused on developing safe, natural and innovative remedies The Company was awarded an ISO 9001:2000 certification in 2003
    9. 9. Brand Identity• The Himalaya logo is a visual definition of its brand identity:• The leaf that forms the crossbar of the letter H evokes the companys focus on herbal healthcare• The teal green color represents proximity to nature• The orange is evocative of warmth, vibrancy and commitment to caring
    10. 10. Industry Analysis: India• The skin care market is valued at $180 million in India• Moving forward , the skin care market in India is anticipated to grow at around 19% CAGR during 2011-2014• The skin care market is at a primary stage in India. The penetration level for both the urban and rural market is low• Many people still prefer to use home made products to cure the skin problems
    11. 11. Major Players Market Share 53% 31.6% HUL CavinKare Godrej Others3.4% 12%
    12. 12. Himalaya Company Growth• Himalaya is a Rs 1,000 crore brand growing at 26% CAGR in India and 35% CAGR internationally• Himalaya’s consumer products division, skincare, growing at 30-35 per cent every year, is the biggest contributor, contributing 50 per cent of the turnover
    13. 13. Current Strategies• To focus on launching differentiated products using company’s herbal positioning• Product trials — sampling, information dissemination, advertorials and word-of- mouth publicity• Marketing is mainly focused on engaging the customer, creating awareness for the products and increasing availability and accessibility
    14. 14. SWOT Analysis
    15. 15. Strength Weakness Strong brand image & Not fully integrated with global presence mainstream markets Himalaya is recognized Low level ofworld over as a pioneer in entrepreneurial Ayurvedic and Herbal aggressiveness products
    16. 16. Opportunity Threat World over natural and Risk of New Entrants and traditional approaches to Substitute productsproducts are being welcomed Growing adaptability Shifting consumer loyalties to Innovative Products Manufacturing costs Untapped rural market & processing costs are high
    17. 17. SALES Introduction GrowthTIME Maturity Product Life Cycle Decline
    18. 18. Brand Awareness Pyramid Top of Mind Recall Brand Recall Cost / Time / (Unaided Recall using Category Cue)Effort Required Brand Recognition (Aided Recall using Brand Cue) Unaware of Brand
    19. 19. Brand Loyalty Pyramid Committed Buyer Likes the Brand Considers it a Friend Satisfied Buyer with Switching Costs Satisfied / Habitual Buyer No Reason to Change Switchers / Price Buyer Indifferent ; No Brand Loyalty
    20. 20. SWOT AnalysisFor Immediate Competitor
    21. 21. Strength Weakness Vaseline Petroleum Jelly is Shifting the Focus on Men’sone of the most widely used products is redefining the products to fight dry skin brand image The drawback of a popularProducts available in over 60 ‘brand-name’ is other or fakecountries for over 130 years products sell under its name
    22. 22. Opportunity Threat Vaseline Sheer Infusion contains Lack of consumer advertising aspatented Stratys-3 technology and Vaseline focuses more on tradeis the new body lotion that infuses promotion and suspends moisture across all layers of skin No significant direct competitive Specific Use Products (like babypetroleum jelly products that effect care or sun burn cream) can Vaseline Petroleum Jelly market compete against the versatility of share the product
    23. 23. Other information about Competitors• Himalaya individual products also face competition from firms that are strong in one or just a few products, Fair & Lovely in face masks• Since there several players in this market, any change of price, quality, technology ,service or innovation by one firm affects all the other firms
    24. 24. Our Consumers
    25. 25. New SEC Grid• It’s based on two variables: – Education of chief earner – Number of “consumer durables” ( from a predefined list)- owned by the family. The list has 11 items, ranging from ‘electricity connection’ and ‘agricultural land’- to cars and air conditioners.
    26. 26. New SEC Grid• Classification is then segregated into 12 groups based on inputs on these 2 parameters A1, A2, A3, B1, B2, C1, C2, D1, D2, E1, E2 & E3• These 12 groups are applicable to both urban and rural India
    27. 27. Demographics• Age : 18-30 years• Life stage: Students, Housewives, Working Professionals• Location: Delhi and NCR• Gender: Females• Socio-Economic class: SEC A1,SEC A2, SEC B1, SEC B2
    28. 28. Psychographics• Beauty Conscious• Aspire for complete skincare in their hectic schedules• Demand for better quality at an affordable price
    29. 29. Marketing ProblemNo or low “Top of Lack of awareness Mind” product about the entire recall product range
    30. 30. Increase Generatingmarket share in Interest Delhi/NCR Marketing Objective Building Tapping new loyalty of consumers current consumers
    31. 31. Future Strategies• Will be in sync with the previous marketing strategies , i.e:• Focused on engaging the customer• Creating awareness for the products• Cashing in on people’s change in attitude towards going back-to-nature and the growing demand for herbal and natural therapies
    32. 32. TV Commercial
    33. 33. Underlying message of the Ad• “Give yourself a fresh start”• The message will be:• Be the natural you• Give up on chemical moisturizers
    34. 34. Himalaya babies of the Month
    35. 35. Himalaya babies of the Month
    36. 36. Campaign• The campaign will have a two fold message:• Give up on chemical skin moisturizers and embrace herbal remedies for lasting beauty• Will highlight the importance of being “Comfortable in your own skin” and “Being the natural you”
    37. 37. Herbal Beauty Queen Campaign “When Nature’s creations are nurtured by Nature itself the result is bound to be Beautiful”
    38. 38. Herbal Beauty Queen Campaign• We will encourage the consumers to upload their videos and pictures on Face book and share their stories with us as in how Himalaya body moisturizer helped them give a fresh start• They get rewarded the Herbal Beauty Queen title with a chance to get their picture printed on the product pack for a month.• Himalaya Herbal beauties Hall of Fame
    39. 39. Suggested Product Look
    40. 40. IMC Plan
    41. 41. Marketing and Communication Tools and Strategies [May 2012 – Oct 2012]• Print Ads – TOI + HT and NBT (Delhi NCR)• Outdoor Advertising• Radio Advertising• Consumer promotion
    42. 42. Print AdsPurpose• Visibility• Generate interest in product• Mass reach Rate/ Reader Total Sq ship (in Total Sq Print Plan Cm lacs) Size May June July Aug Sep Oct Vol Cm CostHINDUSTAN TIMES 3150 19.2 200 1 1 1 1 1 1 6 1200 37,80,000 TIMES OF INDIA 3400 18.95 200 1 1 1 1 1 1 6 1200 40,80,000 NBT 1100 18.71 200 1 1 1 1 1 1 6 1200 13,20,000 Total 91,80,000
    43. 43. Radio Ads Purpose: • Trigger TOMA • Media multiplier Rate/Se Time Spot TotalRadio c Band Duration May June July Aug Sep Oct Sec CostRed FM 87.5 M/E 20 3200 3200 3200 7200 13600 1470000RadioMirchi 90 M/E 20 3200 3200 3200 3200 9600 1152000 Total 26,22,000
    44. 44. OutdoorPurpose:• Visibility to trigger TOM recall TotalOutdoor (Hoardings) Rate/PM May July Sep Oct Vol Cost Site 1 700000 1 1 1 1 4 28,00,000 Site 2 600000 1 1 2 12,00,000 Total 50,00,000 TotalOutdoor -DMRC May June July Aug Sep Oct Vol CostRAJIV CHOWK 85,000 1 1 1 1 1 1 6 5,10,000 UNIVERSITY 55,000 1 1 1 1 1 5 2,75,000 Total 7,85,000
    45. 45. Budget: May 2011 – Apr 2012 Activity Expenditure (in Rs.) Print 91,80,000 Radio 26,22,000 Outdoor 57,85,000 Managed Spend Total 1,90,69,000 Creatives 1,16,79,000Aggregate Charges @18% 1,70,000Approx. Service Tax @12.6 15,00,000 GRAND TOTAL 5,00,00,000
    46. 46. Creative Showcase
    47. 47. Helen of Troy PrincessQueen Cleopatra Nefertiti of We don’t Egypt think natural beauty is a Myth… Do You??
    48. 48. Is that YOU?Chemical Cover ups can get you only so far along...Going herbal will make you belong...
    49. 49. She may notunderstand theconcept ofnatural beauty...But we are sureyou do...
    50. 50. Acknowledgements• Prof. Ramola Kumar• Mr. Vikas Mehta• Mr. Tapan Yadav• Mr. Bashab Sarkar• Mr. Pradeep Aeri• Mr. Samir Kapur
    51. 51. Thank You