Himalaya Herbal

Sanjay Chandwani with FSM

students

Questions
1. What are the major findings about the involvement levels of
consumers in the oral care category that can be understood
from the participants responses regarding their habits and
practices with respect to the category?
2. How many respondents (in percentage) exhibit high and
low/medium involvement with regard to the oral care category,
and express high/low cognitive and affective associations with
regard to each of the brands ? How are the involvement levels
associated with each of the brands?
3. How does low category involvement affect brand attitude?
Explain the inconsistency in those instances where brand
attitude overwhelms category involvement.
4. How many consumers expressed consistency between the
strength of their cognitive beliefs and the strength of their
affective beliefs associated with their respective brand choices?
How can any inconsistencies in the same be explained?

Questions
5. Taking into account the category-level and segment-level

analyses, what kind of implications are relevant at the

segment level (for each segment)? How do consumer
beliefs relate to the positioning of brands in each segment?
6. What kind of recommendations would you provide for the

Himalaya

brand

after

taking

into

consideration

the

responses to questions 1-5?

7. What should the positioning dimensions of Himalaya be,

and how can it be differentiated? How can Himalaya create

an

attitude

towards

its

differentiated proposition?

ads/brand

to

convey

its

Question 1:Summary of habits and practices

From Exhibit 6: Table 1 Only 36 per cent of the
respondents brushed twice a day (i) either low awareness of
the need to brush twice a day for healthy teeth, (ii) or of low
involvement in the category.
Given that existing brands focus more on the benefits of their
respective brand rather than on driving oral health education,
it is likely that the former is true. Also, 74 per cent had never
visited a dentist. Only 13 per cent of the respondents visited
a dentist as frequently as recommended, i.e., once in six
months.
Those consumers who had been to the dentist regularly
claimed that their dentists had not really recommended

Question 1 contd
84 per cent of the respondents claimed they had not had oral care
problems. The statistics by WHO indicate that 90 per cent of Indian
adults have problems; this shows that the risk involved in this
category is relatively low, as consumers do not seem to be strongly
impacted by their lack of oral health maintenance. Consumers do
not go to the dentist as a preventive but as curative measure.
When data is broken down according to the benefit segments, most
of the parameters remain the same, except the practice of brushing
twice a day. 68 per cent of the respondents in niche category
brushed twice a day, as opposed to 36 per cent in the overall
group. mostly users of Colgate ActiveSalt and Colgate Sensitive,
both offer curative benefits. It can be inferred that awareness and
the increased involvement in oral health for these consumers
resulted from the problems they faced. This is evidence of the
change in consumer involvement as a function of potential risk.

Question 2
Summary of involvement with category and attitude
towards brands
Exhibit 6: Table 2: Only 41 per cent of the respondents
expressed high involvement. A significant number of
consumers did not express extremely low involvement with
the category; their responses indicate a moderate to low
involvement, since the category was considered daily
essential,
59 per cent expressed a relatively low to moderate
involvement with the category and product benefits.
The cognitive and affective associations indicate an
interesting pattern. Exhibit 6: Table 3: 69 per cent of the
total respondents had strong cognitive beliefs about their
respective brands, whereas only 53 per cent had strong
affective beliefs.
It could be inferred that brands in the toothpaste category
have established their functional benefits better compared
to their emotional benefits in their advertisements.

Key involvement drivers for toothpaste categories based on Exhibit 5

The set of statements in Exhibit 5: Table 1: Key

drivers by which category involvement was expressed at
the total category level. The mean values in the last
column

are

directionally

indicative

of

levels

of

involvement.
Although the mean values for category involvement items
such as Toothpaste is essential for me and Toothpaste is
beneficial to me indicate high levels of agreement,
consumers across categories also expressed a strong
inclination towards the feeling Toothpaste is mundane to
me. This indicates thatalthough consumers use this
category regularly and acknowledge that it is an integral

Top drivers for category involvement at the overall level

Offered benefits of healthy teeth and healthy gums.

Protection against cavities was also rated as important,

possibly because cavities are a common manifestation of poor
oral care and require expensive and painful treatment.

A similar problem that led to greater involvement was a

toothpaste that could prevent pain when eating hot and cold
things. It can be inferred that although the consumer might not
be aware of core oral care problems such as plaque, tartar,
gingivitis, and periodontal diseases, they acknowledge and try
to prevent the more visible or directly experienceable aspects of
these underlying ailments, which increases their involvement.

Other drivers of category involvement

Yet another key element- presence of natural ingredients in
the toothpaste, may or may not be manifested in individual
segments, or map on exactly to the attitude towards a
brand. This probably indicates that there might be a
relatively low level of awareness of the segment and the
benefits of natural/herbal toothpastes. Hence, although a
large percentage of the consumers might have expressed
this as a key category driver, they did not use products that
were necessarily natural. From an emotional point of view,
a key driver for involvement with the category seemed to be
the need for the toothpaste to keep consumers childrens
teeth healthy. This has been addressed by several brands

Key involvement drivers by segment based on Exhibit 5

The set of statements in Exhibit 5: Table 1 : key drivers by which
category involvement was expressed by the respondents at a segment
level. The mean values in the first four columns are directionally
indicative of levels of involvement.
In the freshness category, apart from the category drivers that were
highlighted earlier, certain cosmetic benefits were highlighted as
important. These include the need for a toothpaste to taste good, and
the importance for the toothpaste to give one a dazzling smile and
whiter teeth.
Some of these could have been derived from the awareness of this
categorys typical brand communication, and others by product features
such as cooling crystals that add to the pastes taste and flavor. The
drivers for the herbal category were in line with the overall benefits and
the brands unique proposition of using natural ingredients. The overall
oral care segment, being the most generic in functional benefits,
mapped almost exactly onto the total category involvement drivers
such as protection from cavities, healthy teeth, and healthy
gums. In the niche problem-solving segment, apart from the
importance of fundamental drivers, significant importance was given to
the prevention of sensitivity while eating different types of foods.

Question 3:Low category involvement and high brand attitude according to

various segments and overall category

In certain segments, for some consumers, the brand

attitude may be relatively strong on cognitive and affective
beliefs despite low category involvement.

Exhibit 6: Table 5: The percentages of such consumers by

segment. Exhibit 5 provides the mean values, which allows
a better understanding of the connection between category
drivers and attitude statements, and helps explain the
inconsistency in those instances where brand attitude
overwhelms category involvement.

Question 3 contd.

1.Freshness segment: 66 per cent of the low-involvement consumers

had a high brand attitude. This can also be examined in the key
involvement parameters and the top attitude drivers. Although theirs
was a freshness brand, the important category drivers for these
consumers did not match their highly rated brand benefits
(freshness, confidence to come closer, etc.). However, both these
key brand benefits were strongly associated in the cognitive and
affective attitudes of these consumers towards the brand as indicated
by the average values.
2.Herbal segment: Less than half the consumers who had low category
involvement in this segment had high brand attitude. The top averages
were for category drivers that were in line with the brand benefits,
although the consumers gave more importance to natural ingredients
rather than specifics such as herbal or Ayurvedic. The importance
given to healthy teeth and gums was also relatively high in the
association with brand (cognitive belief section); similarly, aspects such
as feeling in control and protected by an expert had high scores in
affective associations in line with brand communication. Hence,
involvement was mostly consistent with attitude. this segment.

Other segments and involvement

3. Overall oral care segment: Similar to the herbal segment, this segment
had only 46 per cent of low involvement consumers expressing high attitude
towards the brand. Category drivers such as cavity prevention and
healthy teeth were in line with the cognitive beliefs for the brand.
However, some other benefits that this brand did not primarily offer were
also category drivers. Certain drivers that the brand consistently used in its
communication (recommended by dentists, can reach where a
toothbrush cannot reach, decay protection, etc.) were relatively low on
cognitive beliefs. Overall, the affective beliefs for this segment were also
low, indicating that although there was low category involvement, brand
attitude did not trump it significantly.
4. Niche (problem-solving segment): 89 per cent of the low-involvement
consumers in this segment expressed high brand attitude. The problemsolving nature of this segment indicates that even when consumer
involvement is low, the brand comes out strong on the merit of its
distinctive superiority and its impact on the consumers mind. Cavity
prevention, healthy teeth, and protection from sensitivity rated high in
this segment; therefore, involvement was clearly in line with the problems
faced by the consumer. Although other beliefs existed for this brand, all the
key cognitive and affective drivers that the brand strived to achieve in its
consumers minds were well entrenched.

Question 4: Relationship between cognitive and affective brand beliefs

Exhibit 6: Table 4 Maps the comparison between the

strength of the cognitive responses and that of the affective
responses for respondents in all categories. The objective is
to verify whether the brand has successfully established the
link between its cognitive and affective benefits in the mind
of the consumer.
46% of the total respondents had a consistently strong
belief for both the cognitive as well as the affective aspects
of the brand. This segment would also be likely to map onto
the high-involvement segment, as these consumers knew
the functional benefits of the brand, and those benefits had
successfully been associated with the emotional benefits
that the brand wished to communicate. Around 24 % had
neither strong cognitive beliefs nor strong affective beliefs
with respect to their brand; these consumers mapped onto
the low- to moderate involvement segment.

Q 4 continued..
Among the rest, there was an inconsistency observed
between the cognitive and the affective beliefs for about
30%. One possible reason for strong cognitive beliefs to go
together with weak affective beliefs could be as follows. The
toothpaste category is one of the oldest and most advertised
categories in the Indian FMCG market, and over the years,
the communication by the key brands has consistently been
functional.
Moreover, their single-minded focus on the key benefit
proposition (protection against decay, fighting germs, etc.)
has resulted in consumers developing a high recall of brands
functional benefits without establishing a deep connect.
If there is little connect, consumers will not perceive much
differentiation among brands. Weak cognitive beliefs but
strong affective belief can result from low involvement with
category, where consumer is not seeking a very specific
brand benefit as he does not comprehend these but is rather
influenced by the feel of the ad and peripheral cues like use
of humour, drama, etc.

Q5: Implications at segment level and consumer beliefs related to

positioning of the brand
Exhibit 6- Table 1 to 4: Segment based differences in consumer
behaviour
Freshness segment- driving its functional and emotional benefits in its
advertising. Involvement is low as the benefit is not unique because it is
offered by all toothpastes as a generic benefit
Herbal- Focus is on features (natural ingredients) and not so much on
benefits which are generic. Very little emotional connect with consumers
Oral care- Much advertised, but no focus on consumer education,
depiction of children but it is the adults who suffer from dental problems
due to improper oral care. Benefits communicated but none superior to
the other
Niche problem solving segment- Most effective as it establishes a
clear link between feature, benefit and the problem it solves. Perceived
risk of wrong choice is high and impact noticeable so, trust high,
emotional connect high

Brand level analysis and strength of brand positioning

The leading brands for each segment (with at least 60 per cent
share of consumers) are:
i. Freshness segment was led by Closeup;
ii. The herbal segment was led by Dabur Red;
iii. The overall oral care segment was led by Colgate Dental Cream;
iv. and the problem-solving segment was led by Colgate ActiveSalt.
. To evaluate the strength of the brands positioning in the
consumers mind, the cognitive and affective strengths of the
consumers responses for these key brands were examined
(Exhibit 6: Table 6).
. Over the years, Closeup has successfully established its cognitive
benefit of freshness, and hence its positioning is clear in the
consumers mind. It has also consistently used the imagery of
romance and closeness targeted at young adults, and the current
campaign line Paas Aao reinforces the same.
. Hence, the affective aspects are also strongly entrenched in the
consumers mind.

Brand level analysis and strength of brand positioning

Dabur Red is not as well established in the consumers
mind on either the cognitive or the affective aspects.
This is partly because Dabur Red is not as significantly
advertised as compared to the brands in the other
segments. Additionally, Dabur Reds advertising
campaigns have highlighted the product features;
however, the benefits are generic to the category, and
are similar to what the overall oral care segment has to
offer. Moreover, there is very little emotional component
in Dabur Reds advertising.
Colgate Dental Cream is one of the most advertised
brands in the oral care category, and it has the highest
market share in the toothpaste category. This fact,
coupled with its consistent communication over the
decades about its decay prevention benefit, has led to
the establishment of a sound cognitive belief among its
consumers. Aspects like endorsement by dentists also
come out strongly with Colgate Dental Cream. However,

Clearest positioning
Colgate

ActiveSalt

has

the

most

effective

positioning in the consumers mind. Its campaign

with the salt in your toothpaste concept is
distinct and unique, thereby resonating strongly
in the consumers mind. It also depicts a problem
that consumers can relate to toothache and
hence this builds an affective connect that makes
the consumer feel taken care of and reduces their
worries about oral care problems.

Q6: Recommendations
The three broad approaches that are derived from the
data after examining the current communication of
the brands in this category are:
a. Driving a core benefit
b. Driving inward-directed emotion
c. Developing category involvement

Driving Inward directed emotion

Inward emotion are associated with trust and security in
using the brand for the well being of the consumer rather
than what the product leads to. Given that the toothpaste
category is a low-involvement category that is not intended
for conspicuous consumption, this might be a more relevant
route. This can be explained by examining the
communication of brands like Closeup or Colgate MaxFresh,
which use confidence as a route to acceptance as the
emotional benefit, while brands like Colgate ActiveSalt or
Colgate Sensitive focus on the secure feeling of freedom
from pain and worry that using these brands promises the
consumer.
Although inward emotions can be either positive or negative,
given that the perceived risk for the brand is currently low
and that Himalaya is new to the market, a negative emotion
that associates neglect with suffering might be detrimental
to the brand. However, Himalaya can use the positive
emotion associated with the benefits of the brand that can

Driving category involvement

Hasnt happened in toothpaste, has happened in shampoo
Hence, despite instances where brand attitude overwhelms
category involvement, attitude without involvement is
difficult to sustain, especially if switching costs are perceived
to be relatively low. Sometimes, the consumers loyalty is
only due to inertia, and eventually the consumer might lose
the connect with the brand in the low-involvement category
when they do not perceive significant differentiation or
superiority.
Although it might be more logical for a pioneer in the
category to take charge of primary advertising to develop
the category without losing its share to the competition,
another way to perceive this is that since Himalaya is
launching a new range of high-end oral care products under
the HiOra brand, it should strongly consider developing
HiOra as a leading brand in the currently niche problemsolving segment.
This segment has a higher receptivity and attitude, and

Q7: Positioning, differentiation, creating positive

attitude

Target audience differentiation: Himalaya has

successfully differentiated itself from a lot of other brands
by targeting its communication towards all adults, rather
than focusing on households with children. By speaking to
adults, Himalaya is looking at a slice of the market that is
not really targeted by the other brands.
Emotional benefit based on existing cultural
orientation of the brand: The concept of using the
imagery of adults is very unique, and is even more powerful
when it is linked to the concept of food consumption. The
love of food is a very strong Indian concept. Himalaya has
taken a very strong first step in distinguishing its
positioning, by occupying the space of love of food.
Although Pepsodent had used this to some extent, the fact
remains that it had been used largely in the context of
children, whereas in reality, adults love food just as much
as children do, and have even more opportunities to
succumb to their cravings.

Perception/Positioning map

Exhibit 4 shows that brands are clustered around several key

points. There is heavy clustering in the economy tier, where
brands strike a close balance between driving functional
benefits (like herbal ingredients), while using emotional cues
such as a paste for the family in their communication. The
freshness segment is the strongest on emotional benefits; the
other segments have not significantly tapped into this type of
communication, although brands like Pepsodent and
Himalaya have used cues such as the imagery of children and
the freedom to eat all kinds of food to drive a greater
emotional connect. Moreover, there are several brands that
lean towards functional communication, most of which are
clustered around the premium tier. However, there is a huge
gap in the emotional communication-themed brands in the
premium tier, and this seems to be a space where Himalaya
can strengthen itself.

Q7
Taking into consideration Exhibit 4 and the need for
differentiation, the following dimensions are
recommended: premium value of the imagery, and
imagery relevant to the target audience (which could
range from adults to families with children).
Exhibit 2 and Exhibit 3 in the case study indicate that
the Closeup and Himalaya brands have a dominant
lifestyle orientation for their respective themes, despite
being associated with some functional benefits (Colgate
ActiveSalt also has a lifestyle orientation to a certain
extent). The inward emotion can be used in conjunction
with the lifestyle imagery to enhance the premium
imagery associated with the Himalaya brand. Mass
imagery relies on the direct portrayal of the functional
benefits. Colgate ActiveSalt conveys its functional
benefit using some amount of premium imagery (as
shown in Exhibit 2 of the case study).

Q7
Exhibit TN-1, Suggested Positioning for Himalaya Dental Cream,
summarizes these observations.
1. Himalaya needs to convey its functional benefit (preventing
dental problems) through rich imagery involving adults. This kind
of lifestyle imagery needs to have love of food as its theme.
2. Himalaya also needs to ensure that the lifestyle imagery
portrayed stays within the permitted limits. This can be observed
from Exhibit 2 in the case study, where the intention to kiss is
strongly conveyed by the romantic theme, but the act itself is not
overtly shown (roses are used strategically to hide the couples
from view). Such cultural sensitivity in the Indian context, which
has become more permissive than earlier, still needs to be taken
into consideration.
3. Supplementing the brand with the HiOra line As was highlighted
earlier, there is still an opportunity to drive the category, educate
the consumer, and strengthen the brand on the points of high
receptivity, through HiOra, Himalayas premium range