PPT on the case study of the Himalaya soap

1. HIMALAYA DRUG COMPANY
REPOSITIONING AN HERBAL BATH SOAP
Presented By:
Ubedullah samo
Zeeshan Ali
Shahbaz Shah
Sumaira Bhutto

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3. ARTICLE BRIEF
• Himalaya is famous about its herbal products related to cosmetics, products are
according to old Indian tradition of Ayurvedic mostly used in making herbal
medicines.
• Recently company has launched a new category on soaps.
• Huge Competition
• Reposition the brand to focus on long term goals to enhance the brands equity.
• Brand manager decided to do a customer’s perception survey which will provide
valuable insights for reposition the brand.
YOUR FOOTER HERE 3

4. PROBLEM STATEMENT
Company has to build a strong position in the mind of
customers that will be sustain for long-term but by using
the aspects of Herbal it become as a generic, because in
herbal market its common. So for reposition of Himalaya
soaps something more was needed.
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5. COMPANY OVERVIEW
• Himalaya's story began way back in 1930.
• Every Year, 300 million Himalaya products are produced.
• It deals in the range of over 300 healthcare and personal care products.
• In 1999, Himalaya entered the personal care segment under the brand
name 'Ayurvedic Concepts’.
• By 2012, Himalaya operated in 82 countries.
• Currently, Himalaya operates in over 90 countries, and products are
prescribed by 400,000 doctors worldwide.
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6. COMPANY MISSION
Himalaya's mission is to make herbal wellness a
part of every home. We want to be the most
trusted company in scientific herbal healthcare
and most admired for our ethics, values and
commitment to sustainability.
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7. CATEGORIES SERVED
• Pharmaceuticals
• Personal Care
• Animal Health
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8. COMPETITORS OF HIMALAYA SOAP
• Major competitor of Himalaya:
– Lux
– Madimix
• National brand
– Santoor
– Chandrika
– Hamam
• Regional brands
– Krishna Tulasi
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10. MARKET LEADERS IN SOAP CATEGORY
• Lifebuoy is 14.4%
• Lux is 14.4%
• Santoor is 8.8%
• Dettol is 7.8%
• Godrej No.1 is 6%
(Out of 15%)
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11. ARTICLE QUESTIONS
Question 1: Analyze perceptions of functional benefits among the three groups of respondents.
Question 2: Analyze the perceptions of brand image associated with Himalaya, Lux, and
Madimix users.
Question 3: Analyze the perception of marketing communication associated with Himalaya, Lux,
and Medimix users.
Question 4: Analyze the ads of Himalaya, Lux, and Medimix in terms of comparison of the
functional benefits of the brand image and marketing communication.
Question 5: how would you reposition Himalaya soap based on the question 1, 2, and 3?
Question 6: How would you plan a brand identity strategy based on your analysis of question 1
to 5?
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12. ANSWERS TO ARTICLE QUESTIONS
Question 1: Analyze perceptions of functional benefits among the
three groups of respondents.
• Three group of respondents:
1. Users of Lux
2. Users of Himalaya
3. Users of Medimix
• Highly scored functional benefits by users of Himalaya (out of all)
1. Youthful skin
2. Fragrance
3. Freshness
4. Price
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13. ANSWERS TO ARTICLE QUESTIONS
Question 2: Analyze the perceptions of brand image associated with Himalaya,
Lux, and Madimix users.
Statements given highest score by Himalaya Soap User:
1. When I use the soap that my friends use it improves my senses of belongings.
2. Packaging of a soap is a criterion in selection of a soap.
3. If I don’t find the soap I’m looking for I m ready to switch to another soap.
4. I will buy that soap that comes to my mind when I think of a soap.
5. Celebrity endorsement is a key factor when I purchase a soap.
Celebrity endorsement and Packaging also plays very important role because it
helps consumers to think about that brand and link it with their own personality.
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14. SURVEY RESULT
• Himalaya
– Confidence, Sense of belonging, Brand Switching, Low
Loyalty
• Lux
– Strong Slogan, Online Communication, Customer loyalty
• Medimix
– Individuality, Advertising, Awareness, Color, High
Loyalty

15. ANSWERS TO ARTICLE QUESTIONS
Question 3: Analyze the perception of marketing communication
associated with Himalaya, Lux, and Medimix users.
• The brand communication helps brands to convey their message to
their consumers.
• Survey results show that Himalaya effectively communicates through
– Creative Ads
– Features of product
– Natural herbal ingredients
• Less effect over customers’ life changing factors
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16. ANSWERS TO ARTICLE QUESTIONS
Question 4: Analyze the ads of Himalaya, Lux, and Medimix in
terms of comparison of the functional benefits of the brand image
and marketing communication.
• Himalaya TVC
– Protective, Beautiful, and Fresh Skin
• Lux TVC
– Sandalwood and Moisturizing cream, "brighter skin than gold“
• Medimix TVC
• Homemade soap, young and healthy skin, made of 18 herbs
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17. ANSWERS TO ARTICLE QUESTIONS
Question 5: how would you reposition Himalaya soap based on the
question 1, 2, and 3?
• Repositioning strategy
– Youthful and Fresh skin
– Celebrity Endorsement
Suggested Repositioning Statement: "Among females, Himalaya is
the product of bath soap that keeps your skin fresh and youthful
because it is made with natural herbs."
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18. ANSWERS TO ARTICLE QUESTIONS
Question 6: How would you plan a brand identity strategy based
on your analysis of question 1 to 5?
• Fresh and Youthful skin
• Celebrity Endorsement
• Reasons to switch from other brands
• Brand Essence (Natural Beauty)
• Brand Salience
– Depth of brand awareness
– Breadth of brand awareness
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