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

1. Brand Presentation
Group 1
•Rashmi Sharma
•Hamesh Bhasin
•Gaurav Roy

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. Our Services
 PR
 Corporate Communications
 Market research and analysis
 Media planning
 Consumer Marketing
 Celebrity Management
 Event Management
 Advertising
 Crisis Management

4. Our Brand
Himalaya
Intensive
Moisturizing
Body Lotion

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. 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 skin's elasticity

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. 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. 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 company's focus on herbal healthcare
• The teal green color represents proximity to nature
• The orange is evocative of warmth, vibrancy and
commitment to caring

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. Major Players
Market Share
53%
31.6% HUL
CavinKare
Godrej
Others
3.4%
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. 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. SWOT Analysis

15. Strength Weakness
Strong brand image & Not fully integrated with
global presence mainstream markets
Himalaya is recognized Low level of
world over as a pioneer in entrepreneurial
Ayurvedic and Herbal aggressiveness
products

16. Opportunity Threat
World over natural and Risk of New Entrants and
traditional approaches to Substitute products
products are being welcomed
Growing adaptability Shifting consumer loyalties
to Innovative Products
Manufacturing costs
Untapped rural market & processing costs are high

17. SALES
Introduction
Growth
TIME
Maturity
Product Life Cycle
Decline

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. 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. SWOT Analysis
For Immediate Competitor

21. Strength Weakness
Vaseline Petroleum Jelly is Shifting the Focus on Men’s
one of the most widely used products is redefining the
products to fight dry skin brand image
The drawback of a popular
Products available in over 60 ‘brand-name’ is other or fake
countries for over 130 years products sell under its name

22. Opportunity Threat
Vaseline Sheer Infusion contains Lack of consumer advertising as
patented Stratys-3 technology and Vaseline focuses more on trade
is the new body lotion that infuses promotion
and suspends moisture across all
layers of skin
No significant direct competitive Specific Use Products (like baby
petroleum jelly products that effect care or sun burn cream) can
Vaseline Petroleum Jelly market compete against the versatility of
share the product

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. Our Consumers

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. 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

29. 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

30. Psychographics
• Beauty Conscious
• Aspire for complete skincare in their hectic
schedules
• Demand for better quality at an affordable
price

31. Marketing Problem
No or low “Top of Lack of awareness
Mind” product about the entire
recall product range

32. Increase Generating
market share in Interest
Delhi/NCR
Marketing
Objective
Building
Tapping new loyalty of
consumers current
consumers

33. 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

34. TV Commercial

35. Underlying message of the Ad
• “Give yourself a fresh start”
• The message will be:
• Be the natural you
• Give up on chemical moisturizers

36. Himalaya babies of the Month

37. Himalaya babies of the Month

38. 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”

39. Herbal Beauty Queen Campaign
“When Nature’s
creations are nurtured
by Nature itself the
result is bound to be
Beautiful”

40. 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

41. Suggested Product Look

42. IMC Plan

43. Marketing and Communication Tools and
Strategies [May 2012 – Oct 2012]
• Print Ads – TOI + HT and NBT (Delhi NCR)
• Outdoor Advertising
• Radio Advertising
• Consumer promotion

44. Print Ads
Purpose
• 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 Cost
HINDUSTAN
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

45. Radio Ads
Purpose:
• Trigger TOMA
• Media multiplier
Rate/Se Time Spot Total
Radio c Band Duration May June July Aug Sep Oct Sec Cost
Red FM 87.5 M/E 20 3200 3200 3200 7200 13600 1470000
Radio
Mirchi 90 M/E 20 3200 3200 3200 3200 9600 1152000
Total 26,22,000

46. Outdoor
Purpose:
• Visibility to trigger TOM recall
Total
Outdoor (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
Total
Outdoor -DMRC May June July Aug Sep Oct Vol Cost
RAJIV 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

47. 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 1,16,79,000
Aggregate Charges @18% 1,70,000
Approx. Service Tax @12.6 15,00,000
GRAND TOTAL 5,00,00,000

48. Creative Showcase

49. Helen of Troy
We don’t
Princess
Queen Cleopatra
Nefertiti of
Egypt
think natural beauty is a
Myth…
Do You??

50. Is that
YOU?
Chemical Cover ups can get you only so far along...
Going herbal will make you belong...

51. She may not
understand the
concept of
natural beauty...
But we are sure
you do...

53. Acknowledgements
• Prof. Ramola Kumar
• Mr. Vikas Mehta
• Mr. Tapan Yadav
• Mr. Bashab Sarkar
• Mr. Pradeep Aeri
• Mr. Samir Kapur

54. Thank You