Brand Presentation

Group 1
Rashmi Sharma
Hamesh Bhasin
Gaurav Roy

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

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

Our Brand
Himalaya
Intensive
Moisturizing
Body Lotion

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

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

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

Company Overview
Established in the year 1930 by Mr. M.
Manal
Pioneered the use of modern science to
validate Ayurvedas 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

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

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

Major Players
Market Share

53%
31.6%

3.4
%

12
%

HUL
CavinKare
Godrej
Others

Himalaya Company
Growth
Himalaya is a Rs 1,000 crore brand
growing at 26% CAGR in India and
35% CAGR internationally
Himalayas consumer products
division, skincare, growing at 30-35
per cent every year, is the biggest
contributor, contributing 50 per cent
of the turnover

Current Strategies
To focus on launching differentiated
products using companys herbal
positioning
Product trials sampling, information
dissemination, advertorials and word-ofmouth publicity
Marketing is mainly focused on engaging
the customer, creating awareness for the
products and increasing availability and
accessibility

SWOT Analysis

Strength
Strong brand image
& global presence

Weakness
Not fully integrated
with mainstream
markets

Himalaya is
recognized world
over as a pioneer in
Ayurvedic and Herbal
products

Low level of
entrepreneurial
aggressiveness

Opportunity
World over natural and
traditional approaches
to products are being
welcomed

Threat
Risk of New Entrants
and Substitute products

Growing adaptability
to Innovative Products

Shifting consumer
loyalties
Manufacturing costs
&processing costs are
high

Untapped ruralmarket

TIME
Decline

Maturity

Growth

Introduction

SALES

Product Life Cycle

Brand Awareness Pyramid

Top of Mind
Recall
Brand Recall
Cost / Time /
Effort
Required

(Unaided Recall using

Category Cue)
Brand Recognition
(Aided Recall using Brand
Cue)
Unaware of Brand

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

SWOT Analysis
For Immediate Competitor

Strength

Weakness

Vaseline Petroleum Jelly

is one of the most
widely used products to
fight dry skin

Shifting the Focus on

Mens products is
redefining the brand
image

Products available in
over 60 countries for
over 130 years

The drawback of a
popular brand-name is
other or fake products
sell under its name

Opportunity

Threat

Vaseline Sheer
Infusioncontains
patentedStratys3technology and is the new
body lotion that infuses and
suspends moisture across
all layers of skin

Lack of consumer
advertising as Vaseline
focuses more on trade
promotion

No significant direct
Specific Use Products (like
competitive petroleum jelly
baby care or sun burn
products that effect Vaseline cream) can compete against
Petroleum Jelly market
the versatility of the product
share

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

Our Consumers

New SEC Grid

Its 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.

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

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

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

Marketing Problem

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 peoples change in
attitude towards going 'back-tonature' and the growing demand for
herbal and natural therapies

TV Commercial

Underlying message of
the Ad

Give yourself a fresh start

The message will be:
Be the natural you
Give up on chemical moisturizers

Himalaya babies of the

Month

Himalaya babies of the

Month

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

Herbal Beauty Queen

Campaign

When Natures
creations are
nurtured by Nature
itself the result is
bound to be

Beautiful

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

Suggested Product Look

IMC Plan

Marketing and Communication

Tools and Strategies [May 2012
Oct 2012]
Print Ads TOI + HT and NBT (Delhi
NCR)
Outdoor Advertising
Radio Advertising
Consumer promotion

Print Ads
Purpose
Visibility
Generate interest in product
Mass reach

Print Plan
HINDUSTA
N TIMES
TIMES OF
INDIA
NBT

Reade
Rate rship
/Sq (in Siz
Cm lacs) e May June July Aug
315
20
0 19.2 0
1
1
1
1
340
20
0 18.95 0
1
1
1
1
110
20
0 18.71 0
1
1
1
1

Total
Total Sq
Sep Oct Vol Cm
120
1
1
6
0
120
1
1
6
0
120
1
1
6
0
Total

Cost
37,80,0
00
40,80,0
00
13,20,0
00
91,80,0
00

Radio Ads
Purpose:
Trigger TOMA
Media multiplier
Spot
Rate/S Time Duratio
Total
Radio ec Band
n
May June July Aug Sep Oct Sec
Red
FM
Radio
Mirchi

87.5
90

M/E
M/E

20

3200
3200

20

320
3200 0

3200

Cost

1360 147000
7200 0
0

320
115200
0 3200 9600
0

26,22,0
Total
00

Outdoor
Purpose:
Visibility to trigger TOM recall
Outdoor
(Hoardings)

Rate/PM

May

July

Sep

Oct

Site 1

700000

Site 2

600000

Outdoor
-DMRC

Cost
28,00,00
4
0
12,00,00
2
0
50,00,00
Total
0
Total

May

June

July

Aug

Sep

Oct

RAJIV CHOWK 85,000

UNIVERSITY 55,000

Total
Vol

Vol

Cost
5,10,00
6
0
2,75,00
5
0
7,85,00
Total
0

Budget: May 2011 Apr

2012
Activity
Print
Radio
Outdoor
Managed Spend Total
Creatives
Aggregate Charges
@18%
Approx. Service Tax
@12.6
GRAND TOTAL

Expenditure (in
Rs.)
91,80,000
26,22,000
57,85,000
1,90,69,000
1,16,79,000
1,70,000
15,00,000
5,00,00,000

Creative Showcase

Helen of Troy

Princess
Nefertiti of
Egypt

We dont
think natural beauty is
a Myth
Do You??

Queen Cleopatra

Is that

YOU?

Chemical Cover ups can get you only so far along...

Going herbal will make you belong...

She may not

understand
the concept of
natural
beauty...
But we are
sure you do...

Acknowledgements

Prof. Ramola Kumar

Mr. Vikas Mehta
Mr. Tapan Yadav
Mr. Bashab Sarkar
Mr. Pradeep Aeri
Mr. Samir Kapur

Thank You