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    Himalaya Drug Company: Branding Ayurveda

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    sagar111033
    Himalaya Drug Company (HDC) conducted marketing research that found consumers perceived Ayurveda as an ancient practice not reliable for treating ailments. HDC's goals were to establish its image and promote Ayurveda as a modern science. HDC launched an advertising campaign featuring "Dadima", an unconventional brand ambassador portrayed as a knowledgeable grandmother. By presenting Ayurveda's health tips and products through Dadima's contemporary image, the campaign successfully changed perceptions of Ayurveda.

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    Himalaya Drug Company: Branding Ayurveda

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    sagar111033
    2K views25 pages
    Himalaya Drug Company (HDC) conducted marketing research that found consumers perceived Ayurveda as an ancient practice not reliable for treating ailments. HDC's goals were to establish its image and promote Ayurveda as a modern science. HDC launched an advertising campaign featuring "Dadima", an unconventional brand ambassador portrayed as a knowledgeable grandmother. By presenting Ayurveda's health tips and products through Dadima's contemporary image, the campaign successfully changed perceptions of Ayurveda.

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    Himalaya Drug Company

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    Himalaya Drug Company (HDC) conducted marketing research that found consumers perceived Ayurveda as an ancient practice not reliable for treating ailments. HDC's goals were to establish its image and promote Ayurveda as a modern science. HDC launched an advertising campaign featuring "Dadima", an unconventional brand ambassador portrayed as a knowledgeable grandmother. By presenting Ayurveda's health tips and products through Dadima's contemporary image, the campaign successfully changed perceptions of Ayurveda.

    Copyright:

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    Download as pptx, pdf, or txt
    2K views25 pages

    Himalaya Drug Company: Branding Ayurveda

    Uploaded by

    sagar111033
    Himalaya Drug Company (HDC) conducted marketing research that found consumers perceived Ayurveda as an ancient practice not reliable for treating ailments. HDC's goals were to establish its image and promote Ayurveda as a modern science. HDC launched an advertising campaign featuring "Dadima", an unconventional brand ambassador portrayed as a knowledgeable grandmother. By presenting Ayurveda's health tips and products through Dadima's contemporary image, the campaign successfully changed perceptions of Ayurveda.

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    HIMALAYA DRUG COMPANY

    BRANDING AYURVEDA
    ABOUT OUR COMPANY

     Was established in the year 1930 by Mr. M. Manal.

     Introduced “Serpina”, world’s first anti -hypertensive drug in


    the year 1934.

     Pioneered the use of modern science to validate ayurveda’s


    secrets.

     Was awarded an ISO 9001:2000 certification in the year 2003.


     CEO of the company- Mr. Ravi prasad.
    MISSION

     To establish Himalaya as science - based, problem solving,


    heel-to-heel brand harnessed from nature’s wealth and
    characterized by trust and healthy lives.

     To develop markets worldwide with an in-depth and long


    term approach, maintaining at each step the highest ethical
    standards.
    THE CHALLENGE FOR HDC
    According to the marketing research conducted
    by HDC, most consumers perceived Ayurveda
    as an age-old branch of medicine, which was
    revered but not accepted as being reliable for
    treating ailments. Thus, the two major tasks
    for HDC in India were -
     to establish an image for itself and
     promote the message that Ayurveda was as
    modern and vibrant a science as any other.
    APPROACH OF THE COMPANY
    A three-pronged strategy was adopted by HDC-
     It tried to create a perception that products
    under the Ayurvedic Concepts range
    addressed the complete body.
     The brand was promoted with a tagline, `Get
    on with your life
     The product's positioning had to be conveyed
    strongly by a protagonist.So the concept of
    “Dadima” emerged.
    THE RESULTS…..
     The strategy used by HDC responded very well
     The advertisement campaign proved to be a
    great success as because the company was able
    to link the product directly with the customers.
     The campaign became a great success and and
    the name AYURVEDA became a household
    name.
     Due to this the company was able to open its
    stores.
    And finally…

     Due to its strong R&D, product development and


    marketing efforts, Ayurvedic Concepts was able
    to garner business worth Rs. 150 mn in 1999, Rs.
    250 mn in 2000 and Rs. 400 mn in 2001.
    BUT
     Immense popularity of Ayurvedic Concepts' as a
    brand was posing a threat to the company's
    identity.
     Medical practitioners as well as consumers were
    reportedly unaware about Himalaya being the
    mother brand of Ayurvedic Concepts.

    So the brand name was changed to HIMALAYA


    SWOT ANALYSIS
    Strength
    • Wide range of products-Pharmaceutical, Personal care,
    Animal care.
    • Strong brand image& global presence.
    • Strong distribution channels, International consignment
    delivery within 48 hrs.
    • R&D-Regulatory certifications USFDA
    • Quality assurance through GMP, GLP & GCP
    • First company to produce 100% Herbal baby products.
    Weakness

    • Basic Image of HIMALAYA as an herbal health


    care company.
    • Limited no. of botanical supplier and traders.
    • inappropriate methods of collection and
    storage leading to sub optimal levels of active
    constituents .
    • Quality constraint.
    Opportunities

    • Huge demand of Herbal and Ayurveda based


    products in International market
    • Untapped rural market.
    • Next to IT & Biotechnology research in
    medicinal plants should emerges as the most
    sustainable growth sector in the years to
    come.
    • Targeting diabetic patients.
    Threats

    • Major competitors-Dabur, CavinKare,Jyothy


    laboratories, Paras pharmaceuticals, Zandu.
    • Manufacturing costs & processing costs are
    high.
    • Competition from synthetic brands.
    The BCG Growth Share Matrix

     It is based on the
    combination of market
    growth and market share
    relative to the next best
    competitor
    • It is based on the
    observation that a
    Himalayas business unit can
    be classified into four
    categories:
     Stars
     Question marks
     Cash cows
     Dogs
    STAR

    • Currently Himalaya has a strong presence in


    personal, skincare and baby care products

    • Products like its face pack, cleansers, soap free


    face wash, baby lotion, baby cream are widely
    popular.
    QUESTION MARK

    • Here we put our product Himalaya honey .


    CASH COW

    • Its Pharma products like Mentat, koflet , Liv.52


    are well established in the market and
    regularly generates revenues.
    DOG

    • Products like pain relief and cold relief


    products do not constitute a good percentage
    to Himalaya’s revenues.
    company’s ‘Dadima’ advertising
    campaign
    According to marketing research conducted by HDC,most
    consumers perceived Ayurveda as an age-old branch of
    medicine,which was revered but not accepted as being
    reliable for treating ailments.
    Two major tasks for HDC :-
    - Establish an image for itself.
    - Promote the message that Ayurveda was as modern and
    vibrant a science as any other.

    -HDC required a campaign which would be able to destroy the


    commonly accepted notion of Ayurveda as something
    developed by sadhus.
    Plan of Action……

    - In 1999,HDC launches an advertising campaign for


    its range of personal care products branded
    Ayurvedic Concepts.
    - The Television Commercials for the brand featured
    an unusual brand ambassador.
    - Indians, who were used to advertisements
    featuring celebrities, young , good looking models
    watched in amusement an old “Grandmotherly”
    lady promoting the brand.
    Continued…..

    - It was decided that the protagonist would be


    Dadima( played by model Ava Mukherjee).

    - “In our constitution,the Grandmother is still a very warm, loved


    ,trusted & resepected figure” - Soumitro Banerji, Executive vice
    president,
    Consumer products ,HDC…..
    - “Dadima” – the brand ambassador broke the stereotype
    image associated with grandmothers.
    - Unlike the typical grandmothers, she was aware of the
    latest trends & happenings.
    Continued…

    - Moreover ,she conveyed her knowledge of age old health


    tips and HDC’s products in fluent English.
    - Thus, successful in presenting a contemporary image of
    Ayurveda.
    Continued…

    - Moreover ,she conveyed her knowledge of age old health


    tips and HDC’s products in fluent English.
    - Thus, successful in presenting a contemporary image of
    Ayurveda.
    N K
    H A
    T U
    Y O

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