Preview

Himalaya Drug Company

Satisfactory Essays
Open Document
Open Document
341 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Himalaya Drug Company
Himalaya Drug
Company
Repositioning a Herbal Bath Soap
Baishalee Bhattacharjee PGP30188
Biswajit Samaddar pgp30191
B.Shashanth Kumar PGP30189
Sejal Bharathi PGP30190
Swarup Saha PGP29201
Peter Ben Netto PGP29260

Content
• Summary of the Case
• Problem & Purpose statement
• Analysis & Findings:

Functional Benefit Perception
Brand Image Perception
Market Communication Strategies
• Recommendations
Repositioning Strategy
Brand Building Strategy

Case Summary

Decision Maker

 Sushil Goswami
 Brand Manager
 Himalaya Drug Company

Issue

 Rising competition
 Over-crowed Soap Industry
 Substitute Herbal Products

Business Objective
 Build brand
Equity

Product

 Himalayan Herbal Soap

Task

 Repositioning the soap

Problem Statement & Purpose
To analyse Functional
Benefits Perception

To recommend Brand
Building Strategy

To recommend
Repositioning
Strategy

How to
Reposition
Himalaya
Herbal Bath
Soap?

To analyse Brand
Image Perception

To analyse Marketing
Communication
Strategies

Brand Image Perception

• Company “Himalaya”
• Logo
• Financial Brand Equity Metrics o Market share o Revenue

BrandImage Analysis

• Strength Brand Equity Metrics o Accessibility o Awareness and knowledge of the brand o Loyalty
• Consumer Brand Equity Metrics o Relevance \consumer emotions

Perception of Functional Benefits
Functional
Benefit

Himalaya
Soap Users

Medimix Soap
Users

Lux Soap
Users

Moisturization

3.83

3.86

3.91

Youthful Skin

3.71

2.74

3.66

Glowing Skin

3.45

3.71

3.46

Fragrance

3.80

3.80

3.80

Natural
Ingredients

4.23

4.49

4.03

Freshness

3.91

3.31

3.51

Price

3.69

3.43

3.66

Hygiene (GermFree)

4.17

4.26

4.03

Price & Natural Ingredients

High natural Ingredients
Medimix
Medimix

Himalay
Himalya
a
Chandrik
Chandrik a a

High price

Low Price

Hamam
Hamam

Vivel
Vivel

Emami
Emami

Lux
Lux

Margo
Margo

Fiama
FiamaDi
DiWills
Wills

Dettol
Dettol

Neem
Neem

Mysore
MysoreSandal
Sandal
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Better Essays

    BRM 353 Wk 2
    • 1080 Words
    • 4 Pages

    BRM 353 Wk 2

    The Brand Techniques simulation is based on cosmetic company’s building of a new brand. Ca’Shara is a United States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. Ca’Shara has an established brand presence and known for quality products. The recent consumer interest in natural products has made Ca’Shara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year old health care system from India called Ayurveda. As the newly appointed Brand Manager, I will be responsible for building the new brand…

    • 1080 Words
    • 4 Pages
    Better Essays
    Read More
  • Good Essays

    Medtech Pharmaceuticals Executive Summary
    • 231 Words
    • 1 Page

    Medtech Pharmaceuticals Executive Summary

    The business manager for MedTech Pharmaceuticals should closely analyze the current incentives the company provides for the employees. It seems the company thinks the 100% sales commission should be enough of an incentive for the employees to generate more sales (Johnston & Marshall, 2010). This way of thinking from the business manager is the reason sales are not where they should be with this newly founded company. The sales representatives that go out on a daily basis use more time, gas, and food to secure a sale verses the actual bring home pay they are receiving. These added expenses should be taken into consideration and the sales representatives should be allotted more reimbursements. The sales representatives most likely spend after…

    • 231 Words
    • 1 Page
    Good Essays
    Read More
  • Satisfactory Essays

    The Subway Story
    • 5528 Words
    • 23 Pages

    The Subway Story

    SCDL. 2007. Concepts and strategies of brand management. Service marketing and brand management. Pune: Symbiosis center of distance learning. [CD ROM]…

    • 5528 Words
    • 23 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Concept Proposal Report
    • 2612 Words
    • 11 Pages

    Concept Proposal Report

    With respect to the modernized lifestyle, more and more city residents are suffering from sub-health. To avoid the sequence of sub-health, conscious consumers demand more natural and healthier products. Innocent is a remarkable brand of healthy food. It is marked by the pure fruits ingredients and has become the market leader of fruit smoothies. Innocent targets young professionals and Innocent smoothies are popular as healthy drinks at lunch. However, from the target’s consideration, healthy drinks can’t fulfil their psychological needs namely stress release and inspiration. Based on recent research, a quarter of workers feel stressed a lot of time. Those in the £15,500-24,999 income bracket are particularly worried (Mintel, 2009). It means that there is a large, potential demand of stress release product but a scarcity of supply.…

    • 2612 Words
    • 11 Pages
    Best Essays
    Read More
  • Good Essays

    Eli Lilly in India: Rethinking the Joint Venture Strategy
    • 805 Words
    • 4 Pages

    Eli Lilly in India: Rethinking the Joint Venture Strategy

    2- Instead of outsourcing the manufacturing of parts, Silvio can build a new plant from the ground up to build the elevators locally.…

    • 805 Words
    • 4 Pages
    Good Essays
    Read More
  • Best Essays

    The Global Pharmaceutical Industry
    • 2741 Words
    • 11 Pages

    The Global Pharmaceutical Industry

    According to (Johnson et al, 2008:56) the pharmaceutical industry can be traced to the late nineteenth century. It develops, produces drugs for use as medications. The pharmaceutical companies are allowed to deal in generic and or brand medications and medical devices. According to the Wikipedia the industry is are subject to a variety of laws and regulations regarding the patenting, testing and ensuring safety and efficacy and marketing of drugs. This industry has made huge contribution to human well-being. The industry has seen significant changes in the recent years with the introduction of many regulations to regulate the industry in part to protect the users and in part to control the rising cost which the industry was synonymous for which resulted in the industry lacking the public and the political support to fight off the many regulation that were coming its way (Johnson et al, 2008:56). Wikipedia also stated that the pharmaceutical industry is very risky because to develop a drug it requires huge investments and out of the thousands discovered compounds, only one might become an approved drug for sale with the failure rate very high and very difficult to get return on investment.…

    • 2741 Words
    • 11 Pages
    Best Essays
    Read More
  • Good Essays

    Square Pharma
    • 2886 Words
    • 12 Pages

    Square Pharma

    The scope of the report was based on the annual reports & web site, input from interviews of executives of the SQUARE Pharmaceuticals Limited. To analyze the situation in question, we worked on focusing on SQUARE Pharmaceuticals Limited and analyzing their objectives, market strategies, market situations, product mixes, etc. The analysis was based on the exposed and available information only. In-depth data were not always available on-demand due to some unavailable reasons. SWOT analysis of the company has been done.…

    • 2886 Words
    • 12 Pages
    Good Essays
    Read More
  • Better Essays

    Critical Analysis of Pharm.D in India
    • 718 Words
    • 3 Pages

    Critical Analysis of Pharm.D in India

    A questionnaire was made on a 5 point Likert Scale and circulated online amongst the students of MCOPS. The responses were analysed by using the online softwares of Survey Monkey survey portal.…

    • 718 Words
    • 3 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Vietnam Pharmaceuticals N Healthcare Re
    • 667 Words
    • 6 Pages

    Vietnam Pharmaceuticals N Healthcare Re

    BMI View: The upgrade to our private healthcare forecast stems largely from the Vietnamese government's…

    • 667 Words
    • 6 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Square Pharmaceuticles Limited
    • 2822 Words
    • 12 Pages

    Square Pharmaceuticles Limited

    Here is the group report on the “Profile of a Company” that you asked us to prepare as a part of…

    • 2822 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Pharmaceutical Industry
    • 15140 Words
    • 61 Pages

    Pharmaceutical Industry

    PHARMACEUTICAL INDUSTRY REPORT PHARMACEUTICAL INDUSTRY INTERNATIONAL INDUSTRY ANALYSIS 2012 THIS REPORT WAS MADE BY: Inês Pita 152112041 Master In Business Administration 1 PHARMACEUTICAL INDUSTRY REPORT INDEX ENVIRONMENTAL ANALYSIS ............................................................................................... 5 DEMAND ANALYSIS .............................................................................................................. 6 1.…

    • 15140 Words
    • 61 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Global Pharmaceutical Industry
    • 7416 Words
    • 24 Pages

    Global Pharmaceutical Industry

    In 2003, Britain’s Guardian newspaper commented that, “on the face of it, the global pharmaceutical industry looks like the epitome of a modern, mature industry that has found a comfortable way to make profits by the billion: it 's global, hi-tech, and has the ultimate customer, the healthcare budgets of the world 's richest countries.”…

    • 7416 Words
    • 24 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Pharmaceutical Venture
    • 21737 Words
    • 87 Pages

    Pharmaceutical Venture

    “Gratitude is the hardest of emotions to express and often does not find adequate ways to convey the entire one feels.”…

    • 21737 Words
    • 87 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    milleanium pharma
    • 718 Words
    • 2 Pages

    milleanium pharma

    1) Millenniums Pharmaceuticals strategy basically focused on revolutionizing drug development through the use of new technology during growth phase and making organizational changes during its maturing phase of by making strategic improvements in the organizational structure, making alliances, outsourcing etc by having vertical integration and moving from upstream to downstream model. In phase 1, technology helped the firm leapfrog most other biotechnology firms in the early stage of drug target identification. But this could not prolong as technology and tools were diffused and competitors learned from Millenniums model. This prompted Millennium to shift its focus form early stage discovery alliances (upstream) to drug development and commercialization. Levin expanded strategy to include “personalized medicine,” which he envisioned would leverage Millennium’s technology platform to customize medicines to the genetic profiles of each patient and improve the effectiveness of drug treatment while limiting side effects. Levin began to realize how challenging it was to build expertise in a broad variety of therapeutic areas while expanding the value chain downstream towards commercialization. In phase III Levin realized that it would be more productive to focus on the particular field the company had competitive advantage in rather than concentrating on the broader arena which followed shift in its business model from R&D services organization to fully integrated on its own pipeline and narrowing their efforts to cardiovascular, inflammation and oncology. Although the strategies adopted aim towards achieving vertical integration and continuous improvements, their strategy does not align parallel with goal; also mission and vision seem to change more frequently than it should be.2) Millennium has pursued the strategy of vertical integration by moving from upstream to downstream commercialization, forming alliances, restructuring their model by narrowing their…

    • 718 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Ranbaxy Laboratories
    • 759 Words
    • 4 Pages

    Ranbaxy Laboratories

    Ranbaxy Laboratories Ltd. (RLL) is the largest pharmaceutical company incorporated in India. It is also amongst the top league globally and is ranked 9th largest generic company worldwide. Ranbaxy is also credited with the tag of true Indian multinational. The company traces its roots to a chemist shop in Delhi. It is one of the first Indian pharmaceutical company to start a joint venture abroad. Rapid growth of Ranbaxy is attributed mainly to its focused research and joint ventures in India and abroad. It is also innovation and market driven, with a strong distribution network. The company was able to grow successfully in highly competitive markets. In the current business scenario, Ranbaxy is focusing on innovation, alliances, mergers and globalisation to achieve its long-term vision of becoming a global pharmaceutical giant with a turnover of $1 billion by 2004. The fruits of such efforts are evident in the latest financial result, as a large chunk of its income comes from new products and exports of generics. The growth of Ranbaxy can be attributed to its ability to identify good windows of opportunity and its ability to grow by leveraging innovation, regulatory knowledge and alliances.…

    • 759 Words
    • 4 Pages
    Good Essays
    Read More

Related Topics