K. J. Somaiya Institute of Management Studies and Research



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K J Somaiya Institute Of Management Studies & Research
2011
Himalaya Herbal Healthcare
A Brand Study
By,
Neerav Agarwal
PGDM (A)
Roll No. – 02
UNDER THE GUIDANCE OF

Dr. Monica Khanna


K.J. Somaiya Institute of Management Studies and Research

SIMSR


TABLE OF CONTENTS

Himalaya Herbal Healthcare in India | 3 |


Main Content | |
    1. Segmentation Targeting and Positioning | 4 |
    * Segmentation   * Target Group of Customers   * Current Positioning Strategy | 6 |
    2. Marketing Mix   * Product   * Pricing   * Promotion   * Place | 7 |
    3. Branding | 10 |
    4. Retailing | 11 |
    5. Macro Environmental Factors Affecting Virgin Mobile India | 12 |
    6. Theoretical Models to Develop Future Strategies | 13 |
    7. Planning Future Strategies for the Brand | 14 |

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Himalaya Herbal Healthcare
                       
Eighty one year ago, on a visit to Burma, Himalaya’s founder, Mr. M Manal, saw restless elephants being fed by a root to pacify them. The plant from which this was taken is rauwolfia Serpentina. Fascinated by the plants effect on elephants, he had it scientifically evaluated. After extensive research, serpina, the world’s first anti-hypertensive drug, was launched in 1934.

This legacy of researching nature forms the foundation of Himalaya’s operation. Himalaya uses the tools of modern science to create pharmaceutical grades ayurvedic products. They have pioneered the research that has converted Ayurveda’s herbal tradition into a complete range of proprietary formulations

dedicated to healthy living & longevity. Today, these products have found acceptance with medical fraternities and serve the health and personal Drugs needs of consumers in 71 countries.

Ayurveda or the science of life is an ancient, holistic system for diagnosis & treatment, perhaps the oldest system to be known to the humanity. Fundamentals to ayurveda are the well balanced combination of plants & other agents in synergistic formulas. At Himalaya, work has been done to pioneer the use of modern science to rediscover & validate ayurveda’s secrets.

After thorough research, the company launched Serpina, the world's first anti-hypertensive drug in 1934. Manal decided to bring Ayurveda at par with modern medicine and extend its benefits to the people in general. However, the company faced a lot of problems as the popularity of Ayurveda as a branch of medicine was on the decline due to the colonial rule and increasing scientific temperament of the masses.

Manal, however, continued his pursuit to develop medicines based on Ayurveda and concentrated extensively on research and development (R&D) to enhance the company's product range and quality. In 1950, Dr. Roshan M. Captain joined HDC, as the head of R&D.

Many popular drugs were launched during this period. Among the most notable of these was LIV-52, a hepatoprotective medicine released in 1955, which went on to become one of the highest selling drugs in the world.

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SEGMENTATION, TARGETING AND POSITIONING

SEGMENTATION

The product category chosen by us is: Pharmaceuticals.

Indian pharmaceuticals

market is predominantly health consciousness oriented. The primary segmentation is based on the price of the drugs and also the critical nature of the drugs. So we have traditional medicines, cough & cold based medicines, vitamins & minerals, analgesics, plasters & bandages, first hand kits & others.

Within business studies we focus on the most commonly used bases for segmentation:


  * Geographical bases (region, urban/non-urban environment...)
  * Demographic bases (age, gender, income, life cycle phase...)
  * Psychographic bases (lifestyle, values, personality...)
  * Behavioural bases (benefits, occasions, loyalty status, user status, usage rate…)

                                                                               

For pharmaceuticals, some of the segmentation variables are:

  * Age – There are drugs that can be suited for youngsters, middle aged etc. For example, Youngsters need something for fast energy, they use the drugs as both a mode of energy makers and also as a way to long term health Drugs. They sometimes need drugs for looks, health, better stamina, whereas the elders require them primarily for the health related issues and children mainly for baby Drugs. It has to be low cost too. Major brand in this category are Himalaya, etc.


  * Income - Drugs lie in different price ranges. Major brands in this category are Cipla, Himalaya, Lupin, etc.
  * Occupation – Drugs are manufactured for the different class of people keeping in mind their work load & living patterns. Professionals are interested in energy giving drugs. The customer thus generally wants

good drugs at cheap and affordable prices that can deliver health benefits.


  * Lifestyle - Drugs come suited to different lifestyles, like for elders, for the high-end users, for the working class etc. Major brands in this category – Cipla, Himalaya, Lupin, etc.
  * Benefits - They come with different features like an ayurvedic, safety based medicines, general medicines, life saving drugs, etc. Special drugs for the benefits to youth, children’s & elders deliver specific benefits needs to be marketed in specific manner.

TARGETING


It is more important than anything to identify your target segment than anything in business and the same apply to the pharma industry also.
Thus proper targeting is the norm of the day and was followed by Himalaya Healthcare also to target the ayurvedic drugs purchasers.

The targeted group of customers as per the segmentation variables are:

  * Geographic
      * Areas: Urban and semi urban.

  * Demographic


      * Age: Children, 25-40 years, 40-65+ years.
      * Family size: Provides critical health drugs to family at economical cost. It can also enable people to understand the benefits of ayurvedic drugs.
      * Income: Middle and upper middle income group.
      * Occupation: Blue collar & white collar people.

  * Psychographic


      * Socioeconomic Classification:
      * Lifestyle: Young executives/ Salaried Employees/ Mid-range Businessmen.

  * Behavioural


      * Occasions: Obesity & general health problems.
      * Benefits:   Vitamins, safety providing drugs, etc.
      * Usage rates: Daily usage, seldom used.

WHY THIS TARGET SEGMENT?

  * Estimated population in India of people between 15 and 30 years is huge, close to 400 million.
  * Designers of the medicines are looking for more and more environment & health friendly drugs. Couple of deficiencies can be cured from the same drugs & also false drugs can be eliminated.
  * To make it a more health friendly drug, drugs has been ridded of harmful substances like harmful drugs as nicotine, etc. This makes Himalaya’s products more recyclable to salvage valuable materials and hence caters to environment friendly customer base.
  * The new drugs from the perspective of Himalaya is being released which is set for providing the people with proper vitamins & energy in this hectic & work oriented atmosphere. This places it in the niche market of more value in less money.
  * Himalaya is set to be launching new drugs and will not be replacing any present series of drugs. Offering of Himalaya are supposed to be in the area of skin Drugs, etc.

POSITIONING

It is positioned as:
  * Healthy medicines with complete emphasis on ayurveda.
  * It is positioned between the Himalaya Healthcare allopathic & homeopathic medicines. It will mainly compete with couple of ayurvedic medicines & also a large number of allopathic medicines also.
  * Positioned as an ayurvedic innovation. This will enable the company to have no side effect image in the minds of the consumers.
  * Himalaya Healthcare seems to be going the complete distance to ensure that that its products manages to make an impact on the cut-throat pharma competition.
                                                         

               


Some important benefits of Himalaya drugs are:-
  * Value for money.
  * Innovative, health maintaining.
  * Great features, availability all over.
  * A brand name like Himalaya & ayurveda backing it up.
  *

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MARKETING MIX

PRODUCT


The ayurvedic pharmaceuticals market values consist of the total sales of:
  * Traditional medicines
  * Vitamins and minerals
  * Cough and cold preparations (multi-vitamins, single minerals, single vitamins) (tablets, mixtures, lozenges)
  * Indigestion preparations
  * Analgesics (tablets, powders, mixtures) (Paracetamol, Ibuprofen, Aspirinand analgesics)
  * Medicated skin products (anti-bacteria’s, acne treatments, anti-fungal)
Other medicines include medicines (anesthetic products, anti-itch products, antibiotic creams/gels), plasters & bandages (adhesive bandages/plasters, first aid tape, gauze pads/rolled gauze, liquid bandages and other tape or bandage), first aid kits and other (anti-smoking aids, rectal medications, eye/ear drops, sleeping aids, and motion sickness).
Market’s values are calculated using retail selling price (RSP) and include any applicable taxes.
The range of drugs available under this brand is:

PRICE
The prices of Himalaya drugs have been kept in the range that can fit the pockets of middle and upper middle class. Because the drug was launched as a clear answer to the rising allopathic drugs prices special Drugs is taken while pricing any product, be it Liv 52 or any other.


Only difference being the variety of the drugs has been increased and hence

better availability & performance have been provided at cheaper rates. The various variants of Himalaya drugs have been kept at different prices to fill the aspirations and the pockets of all income makers.

PROMOTION

  * TV Commercials

In 1999, the leading Indian herbal health Drugs Company, Himalaya Drug Company (HDC) launched an advertisement campaign for its range of personal Drugs products branded 'Ayurvedic Concepts.' The Rs 120 million campaigns were extensively covered by the electronic and print media.

The television commercials (TVCs) for the brand featured an unusual brand ambassador. Indians, who were used to advertisements featuring celebrities from the world of movies/sports, and young, good-looking models, watched in amusement an old, 'grandmotherly' lady promoting the brand.Not just that, the brand ambassador referred to as 'Dadima' (a Hindi language term for grandmother) be broke the stereotype image associated with grandmothers (and people of that age group) in the country. Unlike the typical grandmothers, she was aware of the latest trends and happenings in the world around her.

Moreover, she conveyed her knowledge of age-old health tips and HDC's products in fluent English and was thus, successful in presenting a contemporary image of Ayurveda. HDC claimed that the advertisements managed to establish the credibility of 'Dadima', and Ayurvedic Concepts, in general. Not only did it promote Ayurveda, as a science but was able to build a huge amount of recall for Ayurvedic Concepts. In the next two years, Ayurvedic Concepts became reasonably successful, and its visibility increased considerably.

However,


in a surprise move in December 2001, HDC announced that it would bring its domestic and global brands under a single global brand, 'Himalaya,' with a new logo and brand identity. The company's website stated, 'Our new brand identity communicates the very essence of our company.
The company also decided to shift its focus from chemists and doctors (the prescription route) to consumers. Analysts questioned the company's decision to bring Ayurvedic Concepts under the global brand Himalaya.They believed that it was not a wise move considering the huge investments it had made in establishing the brand. HDC was, however, confident that this 'universal branding' strategy would help make the company synonymous with herbal Healthcare across the world. However, many analysts believed that it was not the only reason for the radical changes being brought about in the company. |

  * Internet & Website based promotion


Himalaya has used the internet based promotion for its new offering, in drugs in a very effective manner. They have glossy advertisements and also emphasize on the various discount options that they offer at that time.
Various internet marketing techniques used are:
  * Presence on popular sites such as Facebook, twitter, you tube, flicker etc.  
  * Easily downloadable Wallpapers and Ringtones
  * Easy access to information about the price & selling point of the products of Himalaya on the official site makes you explore the complete portfolio of Himalaya Health Drugs.

  * Direct Marketing


The internet portal of Himalaya Healthcare also provides all the information that is required by the customers

regarding the price, features and other aspects of the variety of Himalayas drugs.

  * Free samples: To experience the benefits through the medical retailers & the company’s distribution centers.

  * Promotions by Outdoor campaigns and Radio campaigns.

  * No celebrity:   The TVC even shows a common face.

PLACE


The distribution of the various drugs variety by Himalayas Healthcare in India is done through its elaborate network of Himalaya Healthcare dealers and Himalaya Healthcare self owned shops. There is a huge network of these showrooms and centers all around India and the pre-sales education and the after sales services that Himalaya Healthcare provides in their centers are world class

Personal Selling


Himalaya Healthcare Showrooms: Trained customer executives address queries and help in educating the end consumer.

Advantage of Himalaya Healthcare Shops


• Buy Himalaya Healthcare certified education training.
• Get a Himalaya Healthcare warranty and free education for retailers.
• 120 point inspection includes checking seller bona fides.
• Drugs refurbished at Himalaya Healthcare authorized factory.
• Drugs along with Himalaya Healthcare genuine ingredients.
• Flexible Drugs finance and insurance options.

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BRANDING

   
Himalaya Healthcare has produced many new and awaited and hyped Drugs from Himalaya Health Drugs. The Drugs is positioned in the premium market segment, which includes its compact offerings.


As the competitors Cipla has launched their new ayurveda drugs in the Indian market, now it is the turn of market leaders Himalaya

Healthcare to respond with a brand new vehicle for the Indian market.

The Drugs also has in with a title of ‘A Drugs for everyone’ that boasts of an ample variety for all age of people. The drugs combines modern European ingredients; the nature careness of the Himalaya, the latest in technology and Himalayas globally acclaimed expertise in compact Drugs. Himalaya Health drugs are set to be a new revolution and will not be replacing any present Himalaya Health Drugs series. Offering of Himalaya is speculated to be between allopathic & homeopathic. One of the most noticeable features of Himalaya Health drugs is the ayurvedic non-side effect tilt. Overall, the Drug is a feast to health. Indian customers are eagerly waiting for the more drugs to arrive.

Some branding strategies used are: distinctive, youthful-looking design; innovative campaigning; trail rides; using outdoors as a strategic medium for communication to drive more outstanding impact and capture the imagination of the youth; destination branding which provides better exposure with the help of interactive media.

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RETAILING

With respect to Himalaya Healthcare in India:

  * In May 2009, Himalaya Healthcare India launched complete herbal Himalaya Health Drugs in the Indian Market; it was brought as a direct competition to homeopathic natural drugs.
  * Himalaya Health Drugs is primarily an Indian company, and retail distribution is only a part of the overall strategy to promote variety of drugs.
  * Planned to expand to the customer base of skincare and personal care in higher end spectrum.
  * High

health providing capability, no side effects, vitamins & affordable price.


  * The one commonality all of the Himalaya Health Drugs showrooms and products are the high availability and better services to the customers.
  * The Himalaya Healthcare tied-up with Indian engineers for producing Himalaya Healthcare drugs from end to end for technical support and store design to its complete promotion and distribution. Apart from providing better health support it also provides no side effect than many of the other Drugs in the same segment.

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MACRO ENVIRONMENTAL FACTORS AFFECTING HIMALAYA HEALTHCARE IN INDIA

The macro economic factors which are applicable in case of Himalaya Healthcare would be the demographic, cultural, technological and economic factors. We can delve deeper into each of these factors in order to gain a better understanding of the impact on Himalaya Healthcare drugs.

  * Demographic factors
This as a macro environmental factor has a very positive impact on Himalaya Healthcare drugs as the upper middle class people believe in purchasing the quality product that can suit their class. The target segment for Himalaya Healthcare as identified earlier in the paper is primarily the upper middle or higher class. This segment of the population has a high disposable income and prefers high value in the product

  * Social and cultural factor


Cultural factors might include the way people perceive the Drugs should be for their family. The upper middle class population, i.e. Himalaya Healthcare target segment is however relatively sensitive to cultural factors

as the people often have different demand of the Drugs they purchase. However if Himalaya Healthcare is looking to target other income population as well then this factor would gain a higher prominence.

  * Technological factors
The technological factors will play a very vital role in the future growth of Himalaya Healthcare. The engineers from Himalaya Healthcare worked at close quarters with their foreign counterparts in the development of the Himalaya Healthcare drugs, much like that for other competitors.

  * Economic factors


In addition, the uncertain exchange rate and a sudden increase in dollar value against Indian Rupee have contributed to the slowdown. Increasing dollar value has raised the landed cost of imported machine tools and even raw materials required for production by about 14%. To make the matter worse, it is believed that pharma manufacturers across the country are looking for re-imposition of custom duty on pharma. Increased cost of raw materials directly affects the cost of the Drugs rolled out, eventually tagging a particular Drugs model with a higher price tag, hence Himalaya has to look towards tackling the cost to woo the customers.

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THEORETICAL MODELS TO DEVELOP FUTURE STRATEGIES

Product Life cycle – Himalaya Healthcare

Himalaya Healthcare brand is in the growth phase of the product life cycle. Hence,
  * It is experiencing a little low sale due to product assimilation in the market.
  * New product features is triggering its faster return of cost.
  * Promotion cost is high and the break-even is far off.
  * Pricing is under

pressure.

  * Market Penetration Strategies:
  * Aggressive Promotional Efforts
  * Highly Competitive Prices
  * Intensive Distribution

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Planning Future Strategies for the Brand

Prior to floating any new product or venture Himalaya Healthcare Udyog Limited goes in for a thorough research and analysis of the existing situation. Usually the following questions are asked.


  * Is there an opportunity for restructuring the market and creating a competitive advantage?
  * What are the competitors doing?
  * Is the customer confused or badly served?
  * Is there an opportunity for building the Himalaya Healthcare brand?
  * Can Himalaya Healthcare’s new product add value and is there an appropriate tradeoff between risk and reward?

Some areas which should be considered by Himalaya Healthcare Limited in India for planning future strategies of Himalaya Healthcare are:


  * Key advantage over other mid segment Drugs makers – such as Cipla, Nicholas Piramal, etc.
  * Key advantage over other Drugs makers in terms of the technology used for the new drugs and the performance obtained by the Drugs.
  * Forge deal with local suppliers for comparative pharma rates.
  * Offer huge discounts and sell the Drugs.
  * Offer good EMI plans for the mar purchase and better tie-up with the banks.
  * Need to see the response to initial launch and expand distribution in other cities
  * Continue tie-ups with existing Drugs retailers as well as open as much sustained showrooms for live experience to people.
  * New promotional techniques.
  * Better distribution c

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