Transcript HIMALAYA - My World

HIMALAYA
GROUP MEMBERS
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RICHA TIWARI
SHALEEN AGARWAL
PUSHPAK PANDEY
GURDEEP SINGH
ANSHUL JAIN
RICHA KOHLI
ABOUT THE COMPANY
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The himalaya drug company was
founded in 1930 by Mr. Manal with a
clear vision to bring Ayurveda to
society in a contempary form and to
unravel the mystry behind the 5000
years old system of medicine.
The company has focused on developing safe,
natural and innovative remedies that will help
people lead richer, healthier lieves. Today
himalaya products have been endorsed by
over 250000 doctors
around the globe and consumer in 59
countries rely on himalaya for their health and
personal care needs.
HISTORY
1930 – Mr. M Manal formed the Himalaya
Drug company.
1934 – Launch of Serpina,the world’s first
hypertensive drug.
1955- Liv 52, a heptoprotective drug is launched
and goes on to become one of the world’s top
selling drug.
1975- An advanced manufacturing facility is set
up in Banglore.
HISTORY
1996 – The company opens its US office at
Houston, Texas.
1998 – The animal health product range
for commercial livestock is launched.
2001 – The company adopts a new unified
brand equity.
2005 – Himalaya celebrates 75 years.
RESEARCH AND DEVELOPMENT
Himalaya has a well defined research and development
policy. It states that no investment is too much when it
comes to scientifically creating safe drugs and therapies.
The company believes that the ideal healthcare system
lies in the synergy between Ayurveda and modern
science. Himalaya constant endeavor is to create
innovative products that satisfy the health and personal
care requirement of contemporary living.
CUSTOMER PERCEIVED VALUE
Customer benefit
Total customer cost
Product benefit - High
Monetary cost - medium
Services benefit - low
Time cost - medium to low
Personnel benefit - medium
Energy cost - medium to low
Image benefit - medium to high
Psychological cost - low
• GeographicalRegion-All Over India,Global.
City - Metro, Tier 1, 2
DemographicAge- Above 10 Year Old
Income- Rs 15000/- PM
Education- HSC, Graduate
Segmentation
• Psychological
• SEC – A1, A2,B1,B2
• Lifestyle – Culture Oriented
Needs motivation - Social, Ego, Selfactualization
Learning involvement - High Attitude Positive
• Competitor-HLL, Shahnaz Hussain, Dabur,Zandu.
• Category Membership- Herbal Health Care
• POP- Natural, No side effects, Safe
• POD- Researched Ayurveda, Consistency And Quality of
Herbs (e.g. Himalaya Shampoo Efficacy& Mildness)
Positioning
Product Category Positioning
• Communicating & Establishing POD’s and
POP’s
• “DADIMA” as a Brand Ambassador
• Co Branding Initiative with “ Discovery
Channel”
• Attractive Point of purchase.
• Tag line “ GET ON WITH YOUR LIFE”
Behavioural Loyalty
Quality, Trustworthy
Security
Reliability
Service effectiveness
Service empathy
History, Heritage,
Experience
High Awareness
Depth<Breadth