CASE STUDY PRESENTATION

ON

HIMALAYA HERBAL
TOOTHPASTE: CATEGORY
AND BRAND INVOLVEMENT
IN

AN EMERGING MARKET

Presented By:

Priya, Wangkhem, Govind, Mahendra & Sumit

HIMALYA DRUG COMPANY

One of the key players in the pharmaceutical field for several decades.
Herbal Offerings in Health Supplements, Personal Care Products & Pain
Ointments in the retail & prescriptive segments
Unique Proposition: The scientific rigor associated with the testing of its
herbal offerings
The company launched Ayurvedic Concepts to enter the consumer markets.
Initially, in the late 90s, Ayurvedic Concepts targeted the young urban
professional population to create brand awareness. In the early 20th century,
it was brought under the Himalaya umbrella brand for several categories of
soaps, shampoos, face washes, health supplements, baby products, etc.
In 2010, 40% of Himalayas turnover was from consumer products.
It had several exclusive outlets throughout India, & had shop-in-shop
counters in modern retail outlets.
Himalaya did not advertise as much as other FMCG manufacturers, & brand
associations were nurtured by Word of Mouth.
To build market share in the highly competitive personal health care market,
it begun to advertise its face wash & toothpaste brands
Its offerings were exported to several countries
The brand has a positive perception among consumers

ORAL CARE INDUSTRY

FMCG was broadly split into: Household Care, Personal Care and
Food & Beverages
FMCG market in India projected to be around US$15-18 billion in
2010, & expected to grow to US$33 billion by 2015
The average Indian consumer spent around 8% of his income on
personal care products
Growth of the personal care segment can be attributed to:
Increasing levels of discretionary spending
Greater attention to personal hygiene
Increase in the no. of new media channels
Distribution
In 2010, the oral care market in India was around US$980 million
Growth trend of toothpastes over the past 3 yrs was relatively
slower than that of other key FMCG categories (11%)
Growth of the toothpaste category was even lower, at around 9%

ORAL CARE INDUSTRY

STUDIES ON THE PERCEPTION OF

CONSUMERS REGARDING THE
TOOTHPASTE CATEGORY

One study reported that 68% of the Indian consumers who

participated in the survey believed that using the right
toothpaste was more important than using the right
toothbrush. However, they did not give much importance to
the toothpaste category. Most of them believed that oral
care was not as important for personal grooming as hair care
or skin care.

Another study revealed that only 28% of the respondents

brushed twice daily.

Yet another study indicated that 68% of the respondents had

never visited a dentist & 87% would not consider visiting a
dentist as a preventive measure.

WHO reported that 98% of the Indian population suffered

from oral health problems.

Ratio of dentists to patients was dismally low, with just 1

dentist for 10,000 people in urban areas & 1 for about 0.25

TOOTHPASTE INDUSTRY: BRANDS &

SEGMENTS

The toothpaste market in India had a very low penetration rate of

60%.

Urban Penetration: 76% Rural Penetration: 40%

Average consumption of toothpaste in rural households was

significantly lower than in urban households.

Per capita consumption of toothpaste in grams per year:

India: 115

Key brands in the Indian Oral Care industry: Colgate- Palmolive India &
Hindustan Unilever Limited

Colgate was one of the main brands for oral care, with the category
contributing to 96% of Colgate- Palmolive Indias annual company
sales.

Colgate was the market leader in the toothpaste, toothbrush &

toothpowder categories.

It led the toothpaste market with a 52% market share.

Hindustan Unilever was 2nd in the oral care market with a 25% share
in the toothpaste category.

China: 255

United States: 542

SNAPSHOT OF ALL KEY

BRANDS
HUL
Brand

Type

Price Tier

Target
Consumer

Brand Proposition

Closeup

Gel

Popular

Young adults,
mostly urban

Freshness that gives you

the confidence to get
closer to someone

Pepsode
nt

Paste

Popular

Family(strong
children imagery)

Fights germs & prevents

cavities for healthy teeth
& gums

COLGATE
Brand

Typ
e

Price
Tier

Target
Consumer

Brand Proposition

Dental
Cream

Paste

Popular

Family(strong
children imagery)

All-round decay protection, even

where a toothbrush cannot reach

Total 12

Paste

Premiu
m

Involved oral care

consumers: Adults

Complete germ protection for a

full range of oral health problems

Sensitive

Paste

Premiu
m

Niche: Consumers
with dental
sensitivity

Relief from pain & protection from

tooth sensitivity

Maxfresh

Gel

Popular

Young adults, mostly

urban

Maximum freshness for

maximum impact

Fresh
Energy Gel

Gel

Popular

Young Adults

Fresh breath for confidence to

seize every moment

Herbal

Paste

Popular

Family

Strong teeth & healthy gums

naturally

Cibaca

Paste

Econom
y

Family(some
children imagery)

Strong teeth & fresh breath for

your family

Active Salt

Paste

Popular

Niche: Consumers
with sensitive teeth

Fights germs for healthy gums &

teeth

Maxwhite

Gel

Premiu
m

Niche: Consumers
with whitening
requirements

Whitens teeth to reveal a

sparkling smile

HIMALAYA
Brand

Type

Price
Tier

Target
Consumer

Brand Proposition

Dental
Cream

Paste

Premiu
m

Adults

Indulge like a child, brush like

an adult

Brand

Type

Price
Tier

Target
Consumer

Brand Proposition

DABUR

Babool Mint
Fresh

Gel

Econom
y

Family(some
children
imagery)

Helps you start the day with a

pleasant, fresh feeling

Babool

Paste

Econo
my

Family(some
children
imagery)

A natural way to begin a great

day

Red

Paste

Popular Family(some
children
imagery)

Keeps your dental problems

away with the power of
Ayurveda

Meswak

Paste

Premiu
m

Incredible herbal Meswak for

complete oral care

Family

ANCHOR
Brand
Anchor
White

Typ
e

Past Econo
e
my

Anchor Gel Gel

Brand

Price
Tier

Typ
e

Econo
my
Price
Tier

Sensodyne Past Premiu

e
m
Brand
Ajanta

Typ
e

Price
Tier

Past Econo
e
my

Target
Consumer

Brand Proposition

Family(strong
children
imagery)

All-round protection to keep

your teeth fit & life fit

Young adults

Fights germs & keeps mouth

fresh

GSK

Target
Consumer

Brand Proposition

Niche:
Worlds Number 1 toothpaste
Consumers with for sensitive teeth
sensitiveAJANTA
teeth
Target
Consumer
Family(strong
children
imagery)

Brand Proposition
For healthy & sparkling white
teeth

EXAMPLES OF BRAND
COMMUNICATIONS FROM VARIOUS
BENEFIT SEGMENTS
FRESHNESS SEGMENT: CLOSEUP

OVERALL ORAL HEALTH SEGMENT: COLGATE

DENTAL CREAM

OVERALL ORAL HEALTH SEGMENT:

PEPSODENT

HERBAL SEGMENT: DABUR RED

TOOTHPASTE

NICHE SEGMENT: COLGATE

ACTIVESALT

HIMALAYA DENTAL CREAM

Himalayas leading offering in the toothpaste category

Contains natural ingredients like: Neem, extracts of Toothace
Tree, Pomegranate, etc.
Priced in the Premium Tier
Offers several benefits like: Tightening & Reducing swelling of
gums, Stopping gum bleeding, Preventing toothache & decay
and Controlling bad breath
Advertised with the concept, Indulge like a child, brush like an
adult.
Advertised in several top metropolitan cities through outdoor
advertising, mainly through Billboards.
However, it had a relatively smaller presence in television
advertising compared to its competitors such as Colgate &
Pepsodent.

HIMALAYAS BRAND COMMUNICATION:

HIMALAYA DENTAL CREAM

HIMALAYAS HiOra RANGE

A range of herbal prescription-based oral care

products
Included: A Toothpaste, two Mouthwashes, an
Ulcer gel, a Gum Astringent & a Whitening agent
Expected to compete with brands operating in
the prescription oral care segment & not in the
FMCG oral care segment
Doctor-prescribed oral care market was just 5%
in 2010, but it was showing a growth of 21%
annually which indicated an increase in the
awareness about oral care.

POSITIONING MAP OF BRANDS

Emotional Benefit
Closeup
Colgate Fresh Energy Gel

Colgate MaxFresh

Anchor White
Cream

Himalaya Dental

Anchor Gel
Babool MintFresh
MaxWhite

Pepsodent
Colgate Dental Cream

Colgate

Economy Tier
Tier

Premium
Dabur Red

Colgate Cibaca
Babool
Ajanta

Colgate ActiveSalt

Colgate Sensitive
Dabur Meswak
Colgate Total

Promise

Colgate Herbal

Functional Benefit

Sensodyne

TOOTHPASTE CATEGORY SEGMENTS

FRESHNESS

RESEARCH METHODOLOGY
Objectives of the Study:
To find out whether consumers were
really loyal to the brands in the
toothpaste category
To figure out the involvement levels with
respect to toothpaste
To investigate the consumers attitude
towards brands
To study the Brand Attachment

Sampling:
Target Population: Females aged between 22 &
55, belonging to urban households with an SEC
socioeconomic classification
Geographical Area: Urban Karnataka
External Marketing Research Agency was used to
collect data in April 2011.
Questionnaires formulated in English & translated
to Kannada
Sample Size: 100 (25 respondents from each
benefit segment)
Scales: Consumer Involvement, Brand Attitude &
Brand Attachment