Himalaya Face wash is a herbal skincare brand established in 1930 in Bangalore, India. It produces healthcare products and is most popular for its Neem face wash. The document discusses Himalaya's market share and growth, segmentation into pharmaceutical, personal care, and natural products. It also analyzes popular face wash brands like Himalaya, Clean & Clear, and Everyuth by comparing their target segments, positioning, benefits offered, and advertising approaches. SWOT and lifestyle values analysis were conducted to help Himalaya expand its user base. TV commercials of the three brands are also included.

1. Himalaya Face wash:
Brand Associations And Lifestyle..
Presented By:-
ANUP RAI
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2. HISTORY
 ESTABLISHMENT – 1930
 FOUNDER - M Manal
 TYPE - Private
 SECTOR - FMCG
 HEADQUARTER - Bangalore
 AREA SERVED - Global (92 countries)
 PRODUCE - Heath care
products(Himalaya
Herbal Healthcare)
 Most popular for - Neem face wash
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3. ISSUE INVOLVE IN THIS CASE
 The attributes and benefits
of the brands associated with
the lifestyles of the consumers.
 Values related to brand
association.
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4. Segmentation of Himalaya product
 THE COMPANY ENTERED IN MARKET WITH 4 BROAD
SEGMENTS:-
1.
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Pharmaceuticals

5. 2. Personal care
Health care, oral care, hair care, baby care etc..
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6. 3. Naturals
Pure herbs, chavanprash etc..
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7. 4.Animal health 7

8. Market Share
pears
1%
dove
2%
ever youth
2%
lekame
4%
fair n lovely
7%
ponds
11%
garni…
clean and clear
16%
himalaya…
others…
pears dove ever youth lekame fair n lovely ponds garnier clean and clear himalaya others
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9. Studies on
The Perception of Consumers regarding the
Face Wash
 The Indian population had experienced a radical shift
regard to lifestyle changes last decade.
 About 60% of Indian are below 35 and youth comprised a
significant proportion.
 For Urban population professional personal grooming and
used of branded personal care products had become
everyday requirement.
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10. Face Wash Industry; Brand & Segment
 The face wash market in India is currently about 1,800
cr.
 Urban are more consumption of face wash then rural
household.
 Key brand in the market – Himalaya, Garnier, Lakme ,
Johnson & Johnson, Pond's, Everyuth.
 Himalaya was one of the main brand for face wash
contributing to 23% of market
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11. Himalaya Company Growth..
Himalaya is a Rs 1,000 cr brand growth
growing at 26% CAGR in India and 35%
CAGR internationally.
Himalaya’s consumer products division,
skincare , growing at 30-35% every year.
It is the biggest contributor, contributing
50% of turn over.
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12. Popular face wash brands
1. Himalaya Herbal
 Positioned as natural and herbal products that were soap
free.
 Its ads made use idea of “problem solver” to convey
positive emotion.
 The Neem Face Wash was position solution for common
skin problems and hassle free and convenient skin care.
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13. 2. Johnson & Johnson product
“Clean and Clear”
 Positioned as a teenage girl’s “ skin’s best friend” and as
ideal for all skin types.
 Available in three variants- the Daily care, the oil control
and the acne clearing.
 Contained antibacterial ingredients.
 The ads focused on teenage girls as well as middle aged
women and highlighted the need of teenagers.
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14. 3. EverYuth
 Positioned as anytime solution for refreshing face
cleansing.
 Its ads as providing purity, freshness and beauty.
 Its available in four variants, which are being made from
natural fruit extracts.
 The Neem variant, the cream variant , the lemon face wash
and the fruit face wash.
 Commercial created the favorable associations of
satisfaction, appreciation and confidence.
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15. Targeting
 The main targeted segment was youth.
 They targeted youth under the age of 18-25
years.
 They are focus on skin problem.
 Focus on the people who has faith on
Ayurveda method.
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16. CASE ANALYSIS
 The purpose of case study was to help
Himalaya expand the existing user base
for face wash .
 By using insight from the examination of
brand association and lifestyle.
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17.  For study , a sample of 53 female
respondents (within age group 22to30 years)
was chosen .
 The data was collected in July and Aug 2011
in Bangalore through questionnaires.
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18.  The objectives of the methodology was to
convert the life style statement into values.
 72 lifestyle statements were constructed and
tested with values with five respondents.
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19.  The lifestyle statement were constructed
around 24 values that were relevant to target
profile of face wash.
 The responses from respondents were used
to establish the relevance of a set of values of
face wash users .
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20. Concept of Laddering
 Concept of Laddering refers to the Various benefit level
which a brand provides consumers.
 In this concept company conducted consumer survey
in December and its result lifestyle of consumer
connected with various face wash brands.
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21. SWOT ANLYSIS
STRENGTHS WEAKNESS
• STRONG FINANCIAL BACK UP
• QUALIFIED STAFF
• PROVIDING CUSTOMERS
WHAT THEY WANT
• TARGETING BOTH URBAN &
RURAL MARKETS
• USE OF NATURAL FLUORIDE IN
PLACE OF FLUORIDE USED BY
OTHER COMPANIES
• DUE TO HIGH PRICE OF THE
PRODUCT UNAFFORDABLE
FOR PEOPLE OF RURAL AREAS
• AYURVEDIC PRODUCT
• GAINT COMPETITORS IN THE
MARKET LIKE CLEAN & CLEAR,
EVERYOUTH, GARNIER, NEVIA
ETC.
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22. OPPORTUNITY THREATS
• HIGH INVESTMENT & GROWTH.
• GROWTH OCCUR BECAUSE OF
ECO FRIENDLY.
• FOUND EVERY SHOP BECAUSE OF
DAY BY DAY INCREASING SALE.
• GLOBAL MARKET SO
INCREASING HIGH DEMAND
GLOBALLY.
• COMPANY HAVE TO FACE A LOT OF
COMPETITION FROM THE
COMPETITORS ALREADY PRESENT IN
MARKET.
• AS A COMPANY LAUNCHING NEW
PRODUCT SO IT CHANCES TO
FAILURE OF THE PRODUCT.
• IT IS AN AYURVEDIC PRODUCT SO
THERE ARE MANY AYURVEDIC
COMPANIES ALREADY EXIST IN THE
MARKET.
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23. DIFFERENTIATE OF THREE FASH WASH
BRANDS
Description Himalaya
Face Wash
Clean &
Clear Face
Wash
Everyuth
Face Wash
Central
Character
Teenager girl or
middle-aged
woman, who is
concerned about the
way she looks.
Teenager girl, who is
Independent in
nature.
Young women, who
want to have an
identity of their
own.
Setting Problem solving
Approach
Problem solving
Approach
Problem solving
Approach
Influencer Friend, Narrator Friend, Narrator Narrator
Analysis of
Ads
which guarantee an
oil free face.
face the problems of
oily skin can oil free
for 8 hours.
Urban girls shows
quickest solution for
refreshed, clean, fair
& soft skin.
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24. Inferred
Consumer
segment
Targeted women
between the age of
16-25 who have oily
skin are concerned
about their looks.
Targeted women
between age of 16-25
who have oily skin
who want to maintain
a good appearance.
Targeted women
between the age of
19-30 who have busy
lifestyle.
Inferred
Benefit
Segment
• Oil balancing- skin
soft, providing
confidence.
• Neem- removing
acne, skin clear.
• Deep action-skin oil
free for next 8
hours.
• Foaming- removing
acne & oil free.
• From this Brand-
Refreshed and soft
skin.
Tri
components
Affective components
such as feel-good
factor, self-acceptance,
embarrassment &
confusion can be
observed in the AID.
Affective components
such as feel-good
factor, self-image,
nervousness &
confusion can be
observed in the AID.
Affective components
such as feel-good
factor, individualistic
feeling & confidence
are observed in the
AID.
Motivationa
l function
Self image & the
benefits of the
products.
Target segment to
boost their self image
through the benefits of
the brand.
Boosting user’s self
image & benefit of the
product.
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25. Attribute & Benefits of the Brand
Attributes/Important Aspects Category Benefits
Many variants Groomed looks
Moisturizer/pH neutral Refreshed looks
Natural/herbal ingredients Beauty maintenance
Antibacterial/germ protection Complexion enhancement
Value for money Feeling of being benefited
Unique/special component Spotless beauty
Certification Security of the offering
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26. TVC OF HIMALAYA 26

27. TVC OF CLEAN & CLEAR 27

28. TVC OF EVERYUTH 28

29. CONCLUSION
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30. THANKS
&
HAVE A NICE DAY
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