MARKETING PLAN HIMALAYA’s SKIN CARE PRODUCTS

BY, N.SAVITHRI(1042323) N.SRUTHI SARANYA(1042335) K.C.TAMILSELVI(1042340) I MBA- B SECTION
Table of Contents
1.

Executive Summary.........................................................................................01 1.1. The Product.................................................................................01

1.2. 1.3.

The Target Market.......................................................................01 Why the Target Market Needs This Product...............................01

2.

Company Background.....................................................................................02 2.1. Brief Company History...............................................................02 2.2. Mission Statement.......................................................................03 Situation Analysis.............................................................................................04 3.1. Environmental Analysis..............................................................04 3.1.1. Social Environment.............................................................................04 3.1.2. Economic Environment......................................................................04 3.1.3. Demographic Environment.................................................................05 3.1.4. Technological Environment................................................................05 3.1.5. Competitive Environment...................................................................05 3.2. SWOT Analysis..........................................................................06 3.2.1. Strengths.............................................................................................06 3.2.2. Weaknesses.........................................................................................06 3.2.3. Opportunities......................................................................................07 3.2.4. Threats................................................................................................07 Segmentation Strategy.....................................................................................08 4.1. General Product Market Characteristics.....................................08 4.1.1. Product Life Cycle..............................................................................08 4.1.2. Type of product: convenience, shopping, specialty, etc ....................10 4.2. Possible Market Segments..........................................................10 4.2.1. Segment 1...........................................................................................10 4.2.1.1. Geographic..................................................................................10 4.2.2. Segment 2...........................................................................................10 4.2.2.1. Behavioral...................................................................................10 4.2.3. Segment 2...........................................................................................10 4.2.2.1 Demographics..........................................................................11
4.3. Approach to Segmentation..........................................................12 4.3.1. Approach and Reasoning for It...........................................................12 4.3.2. Selection of Target Market(s).............................................................14

3.

4.

5.

Strategic Focus and Plan.................................................................................15 5.1. Core Competencies.....................................................................15 5.2. Sustainable Competitive Advantage...........................................15

5.3.

General Marketing Strategies......................................................16

6.

Market Research..............................................................................................17 6.1. Research Plan..............................................................................17 Marketing Program.........................................................................................18 7.1.............................................................................................Positioning .18 7.2. Product Strategy..........................................................................18 7.2.1. Brand Name....................................................................................…19 7.2.2. Features and Benefits..........................................................................19 7.2.3. Points of Differentiation.................................................................…19 7.2.4. Product Life Cycle..........................................................................…20 7.3. Price Strategy..............................................................................20 7.3.1. General Pricing Strategy.....................................................................20 7.3.2. Comparative Pricing...........................................................................21 7.3.3. Price Reactions...................................................................................22 7.4. Distribution Strategy...................................................................22 7.4.1. Obtaining Materials............................................................................23 7.4.2. Warehousing.......................................................................................23 7.4.3. Distribution to Customers...................................................................23 7.4.4. Intermediaries.....................................................................................24 7.4.5. Transportation.....................................................................................24 7.4.6. Order Processing.................................................................................25 7.5. Promotion Strategy......................................................................25 7.5.1. Communication Objectives.................................................................25 7.5.2. Advertising..........................................................................................25 7.5.2.1. Creative Strategy.........................................................................25 7.5.2.2. Appeals........................................................................................26 7.5.2.3. Competitive Efforts.....................................................................26 7.5.2.4. Media Vehicles............................................................................27 7.5.2.5. Print Ad.......................................................................................27 7.5.3. Personal Selling..................................................................................27 7.5.4. Sales Promotion..................................................................................27 7.5.5. Public Relations..................................................................................28 7.5.6. Publicity..............................................................................................28 Evaluation and Control...................................................................................28

7.

8.

8.1.

Implementation...........................................................................28

Supporting Documents Appendix A – Perceptual Map Appendix B – Sample Ad......................................................................................29 Appendix C – Gantt Chart Appendix D – Market Research Forms...............................................................30

MARKETING PLAN
HIMALAYA – COSMETICS – SKIN CARE

Outside. COMPANY BACKGROUND 2.1. 1. EXECUTIVE SUMMARY: 1. 1. face packs. Thus the products produced are well satisfied with the consumers’ expectations thereby providing them with a healthy nourishing skin. air conditioning and central heating dehydrating skin. 2.1 BRIEF COMPANY HISTORY ABOUT THE COMPANY: . Himalaya thus produces products that are more towards personal skin care that protect the consumers from inside.1 THE PRODUCT: The product chosen for generating a marketing plan is from the company “HIMALAYA (Herbal Healthcare)” classified under the skin care segment. face washes. lip slaves and fairness creams.3 WHY THE TARGET MARKET NEEDS THE PRODUCT: The target market as stated before are the teenagers who expect the product to be more of herbals rather than chemicals that spoils their skin. a chemical cocktail with every breathe.2 THE TARGET MARKET: The Himalaya’s skin care production concentrates deep into the requirements of the teenagers where they maintain a unique standard of producing the products using herbal ingredients that does not affect the skin of the user. The skin care is an area which broadly covers products that are related towards the teenagers such as skin nutrients. soaps.

2 MISSION STATEMENT: .000 doctors around the globe and consumer in 59 countries rely on Himalaya for their health and personal care needs.The company opens its US office at Houston. M Manal formed the Himalaya Drug company.the world’s first hypertensive drug. a hepatoprotective drug is launched and goes on to become one of the world’s top selling drug. Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind 5000 years old system of medicine. Today Himalaya products have been endorsed by over 2. 1996 .Mr.Liv 52. 1934 .The Himalaya Drug Company was founded in 1930 by Mr. HISTORY: 1930 . 1955. 50. The company has focused on developing safe. 1998-The animal health livestock is launched.Launch of Serpina. Texas. product range for commercial 2001 – The company adopts a new unified brand equity.An advanced manufacturing facility is set up in Bangalore. 1975. 2. 2005 – Himalaya celebrates 75 years. natural and innovative remedies that will help people lead richer & healthier lives.

3.harnessed from nature’s wealth and characterized by trust and healthy lives.  Develop markets worldwide with an in-depth and long-term approach.head-toheel brand.SITUATIONAL ANALYSIS: . Nothing less is acceptable. Establish Himalaya as a science-based.  Ensure that each Himalaya employee strongly backs the Himalaya promise to exceed the expectations of the consumer. each time and every time.maintaining at each step the highest ethical standards.problem-solving.

then this factor would gain a higher prominence. the uncertain exchange rate and a sudden increase in dollar value against Indian rupee have contributed to the slowdown.2 ECONOMIC ENVIRONMENT: In addition.e.3 DEMOGRAPHIC ENVIRONMENT: .1 ENVIRONMENTAL ANALYSIS 3. i. However if Himalaya Healthcare is looking to target other income population as well.1. Increased cost of raw materials directly affects the cost of the Drugs rolled out.1 SOCIAL & CULTURAL ENVIRONMENT: Cultural factors might include the way people perceive the Drugs should be for their family.3. 3. Himalaya Healthcare target segment is however relatively sensitive to cultural factors as the people often have different demand of the Drugs they purchase. eventually tagging a particular Drugs model with a higher price tag.1. To make the matter worse. 3. hence Himalaya has to look towards tackling the cost to serve the customers. Increasing dollar value has raised the landed cost of imported machine tools and even raw materials required for production by about 14%. it is believed that pharma manufacturers across the country are looking for re-imposition of custom duty on pharma. The upper middle class population.1.

. Paras pharmaceuticals.1. This segment of the population has a high disposable income and prefers high value in the product. much like that for other competitors. The engineers from Himalaya Healthcare worked at close quarters with their foreign counterparts in the development of the Himalaya Healthcare drugs.1. 3. 3. So.4 TECHNOLOGICAL ENVIRONMENT: The technological factors will play a very vital role in the future growth of Himalaya Healthcare.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. CavinKare.etc.. The target segment for Himalaya Healthcare as identified earlier is primarily the upper middle or higher class. Himalayas have to overcome all these issues in making their products better than the competitors. The manufacturing costs & processing costs are high and also there is huge competition from synthetic brands.5 COMPETITIVE ENVIRONMENT: Major competitors of Himalaya Health care includes Dabur.

 Strong distribution channels.  Limited no of botanical supplier and inappropriate methods of collection and storage leading to sub optimal levels of active constituents. Personal care.2.  R&D-Regulatory certifications USFDA Quality assurance through GMP.3. 3.2 SWOT ANALYSIS 3.  Quality constraint. Animal care. .  Strong brand image & global presence.2 WEAKNESS:  Basic image of Himalaya as an herbal health care company.2.  First company to produce 100% herbal baby products.Pharmaceutical.GLP & GCP.1 STRENGTHS:  Wide range of products. International consignment delivery within 48 hours.

Cavinkare.3.4 THREATS:  Major competitors-Dabur.2.  Untapped rural market.  Targeting diabetic patients.  Competition from synthetic brands.  Next to IT & Biotechnology research in medicinal plants should emerges as the most sustainable growth sector in the years to come.Jyothy laboratories.3 OPPORTUNITIES:  Huge demand of herbal and Ayurveda products in International market.Zandu. .2. 3.Paras Pharmaceuticals.  Manufacturing costs & processing costs are high.

Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures. purchasing. and problems to the seller.4. involves many professional disciplines. tools and processes. To say that a product has a life cycle is to assert three things: Products have a limited life. each posing different challenges. opportunities.1 GENERAL PRODUCT MARKET STRATEGY: 4. manufacturing.  Product sales pass through distinct stages.1 LIFECYCLE OF THE PRODUCT: The product life cycle goes through multiple phases. and requires many skills. SEGMENTATION STRATEGY 4.  Products require different marketing. financing.1.  . and human resource strategies in each life cycle stage.

3.The four main stages of a product's life cycle and the accompanying characteristics are: Stage Characteristics 1. demand has to be created 5. Growth stage 1. 4. 2. makes no money at this stage costs reduced due to economies of scale sales volume increases significantly profitability begins to rise public awareness increases competition begins to increase with a few new 1. 5. Market introduction stage . 2. little or no competition 4. slow sales volumes to start 3. costs are very high 2. customers have to be prompted to try the product 6.

Saturation and decline stage 4. 1. prices tend to drop due to the proliferation of competing products 5. Industrial profits go down costs become counter-optimal sales volume decline or stabilize prices.players in establishing market 6. increased competition leads to price decreases 3. increase in competitors entering the market 4.2 TYPES OF THE PRODUCT: The Consumer products are classified into 4 types as mentioned above. The product of Himalaya’s can be classified into Convenience and Shopping products where the demand for the product is high and there is a mass . profit becomes more a challenge of production/distribution efficiency than increased sales 4. 2. 3. profitability diminish 4. Maturity stage 1. costs are lowered as a result of production volumes increasing and experience curve effects 2.1. sales volume peaks and market saturation is reached 3. brand differentiation and feature diversification is emphasized to maintain or increase market share 6.

BEHAVIORAL:    Occasions: those who go to schools. There are many outlets present for the purchase of the products.advertising made for those products. colleges. in natural herbal remedies. A gentle blend of herbal extracts that restores skin vitality re-hydrates the skin and keeps the user to feel fresh all the day long. 4. 2.  Benefits: the products in the Himalaya skincare has used its wealth of knowledge and research.2 POSSIBLE MARKET SEGMENTS 1. As the products from the company are purely made of herbal the end users must be well educated in order to know about the advantage of using a herbal skin care product. DEMOGRAPHICS:  Age: 16-26 The target customers are teenagers and those who give importance to their skin and who are well aware of the herbal products and its importance. offices User Status: Regular usage for better results Attitude towards the product: a necessary part of everyday skin care treatment. GEOGRAPHIC:  Area: Metropolitan cities and towns The company has targeted metropolitan cities and town because of population and consumer knowledge about the product is considerable and towns are upcoming business places. The products are from natural herbal ingredients that can be used daily and causes no side effects.  Education: Students or Graduates . to formulate a range of personal care products that cater to your daily needs. 3.

 Occupation: Students and office goers The company has targeted these people because the objective is to target the students and young office goers as they will be more concentrated towards their beauty and skin care.  Sex: Unisex The product was launched for usage of both male and female to protect their skin from the polluted environment.  Lifecycle: single and married male and female Any one of the above mentioned target audience are those who will care for their skin and those who don’t mind spending for their personal skin care products that will give them a feel of esteem  Social Class: Middle and Upper class people People having enough money to afford for the product are the upper and middle class as the cost of extracting and manufacturing products of herbal ingredients is high compared to other chemical skin care products. .As mentioned earlier the product entirely deals with the ingredients of herbal and natural materials and thereby the end-users must be educated to know about the importance of the products and its use.

non-core (fine-tuning) parameters: Question is on what are the top line parameters.4. The following could be among your defining segmentation parameters: • • • Income group (lower income groups will be higher potential customers). Alternatively. as well as outcome measures. such as which product a customer purchases. which will make a difference to your strategy. complex multivariate models can be developed with this approach where project managers select measures based on an a priori view of the factors perceived as most relevant in differentiating customers and prospects. Risk profile (you cannot have a high risk with low margins) STEP 2. this sometimes leads to segmentation models that are based on a single criterion. Many different statistical techniques. The steps involved in Customer Segmentation Approach are: STEP 1 . may be used to determine the variables that are ultimately used in the segmentation analysis. Usage patterns (a higher usage is expected as that will give you good revenue on lower margins). or the region of the country where a customer or prospect resides. Determining the variables to use in a segmentation model can also be done on the basis of statistical criteria.Customer Segmentation at single core parameter level . because of the “world view” that managers have of their business world.2. In its simplest form.Define core (defining) vs.2 APPROACH TO SEGMENTATION: 4.1 APPROACH AND REASONING FOR IT: Variables can be determined by management perception of business opportunities.

low value. and churning out the invalid OR sparse combinations of core parameters You can take out the combinations which are either invalid combination OR are sparse combinations (with very few customer belonging to it) STEP 5.. to go through the re-iterations Once you get the details on how many customers are lying in a given combinations of parameters. low risk.) One set of segments for product affinity. which will demand a major change in the way your product is to be designed. (High value. STEP 6 .Customer segmentation across multiple core parameters: You can now make next level groupings on combination of multiple parameters. you will do the following: • • Check if the numbers of customers in each cluster. If you feel that you that product design is your weakness. medium value. are aligned to your strategy Assumptions Check the possible actions on these segment are aligned to your SWOT: Let’s say that you have a cluster of customer. (high risk. This means that one should make multiple sets of customer segments: • • • One set of segments for their risk profile.One can first identify the customer segments at a single parameter level. STEP 4.Validate the Segment clusters. you may like to nullify this cluster and redefine your segmentation strategy.Repeat Step 1 to Step 5 . medium risk.validate your actions.) One set of segment for Existing/potential value/profitability.. for a given combination parameters. A customer in this case will belong to a single cluster. (Market basket analysis. This will generate clusters of customer segments..) STEP 3.

resources.4. The following are some examples of aspects that should be considered when evaluating the attractiveness of a market segment: • • • • • • • • Size of the segment (number of customers and/or number of units) Growth rate of the segment Competition in the segment Brand loyalty of existing customers in the segment Attainable market share given promotional budget and competitors' expenditures Required market share to break even Sales potential for the firm in the segment Expected profit margins in the segment TARGET MARKET STRATEGIES: There are several different target-market strategies that may be followed.2 SELECTION OF TARGET MARKET(S): Target marketing tailors a marketing mix for one or more segments identified by market segmentation. Target marketing contrasts with mass marketing. and capabilities. Two important factors to consider when selecting a target market segment are the attractiveness of the segment and the fit between the segment and the firm's objectives. Targeting strategies usually can be categorized as one of the following: • Single-segment . which offers a single product to the entire market.3.

Marketing strategy is a process that can allow an . The starting point for analyzing core competencies is recognizing that competition between businesses is as much a race for competence mastery as it is for market position and market power.1 CORE COMPETENCIES: Core competencies are those capabilities that are critical to a business achieving competitive advantage.2 SUSTAINABLE COMPETITIVE ADVANTAGE: The sustainable competitive advantage for HIMALAYA’S relies on its HERBAL VALUES. STRATEGIC FOCUS AND PLAN 5. Thus establishing core competencies for a business product involves three main strategies as follows: 1.• Selective specialization • Product specialization • Market specialization • Full market coverage 5. Makes a significant contribution to the perceived customer benefits of the end product 3. Difficult for competitors to imitate 5. Provides potential access to a wide variety of markets 2.

Himalaya face washes had a 17. liver. and OTHER GOALS.  In pharmacy. it signed an agreement with the Sikkim government to prepare farmers in organic farming of herbs and sustainable collection. Himalaya is stronger. LONG-TERM PROFITABILITY. "It has very sharply.  Himalaya's individual products also face competition from firms that are strong in one or just a few products.positioned products for the eyes. POSITIONING. bones and so on.8 % market share in India. MARKET GROWTH. less than two percentage points behind multinationals Hindustan Unilever Ltd and L'Oreal. such as Colgate in toothpaste and Fair & Lovely in face masks. collectors and nongovernmental organizations.  Recently. . 5.3GENERAL MARKETING STRATEGIES: General marketing strategies are broad and are aimed at various specific business objectives.organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.  Doctors have been Himalaya's biggest brand ambassadors in pharmaceuticals  By buying raw materials directly from growers.  According to The Nielsen Co figures for April-June 2010. Himalaya keeps costs under control. Some of these goals could be targeted on      THE MARKET SHARE.

The core objective is thus attained by performing small marketing goals under each segment.Thus HIMALAYA is aiming to attain its general marketing strategies by designing various decision area marketing strategies. .

The results are analysed through the respondent’s feedback for the questionnaire. and improve understanding of marketing as a process. STEP2: Statement of research objectives. manages and implements the data collection process.information used to identify and define marketing opportunities and problems.1 RESEARCH PLAN: According to American Marketing Association (AMA) "Marketing research is the function that links the consumer. Marketing research specifies the information required to address these issues.MARKET RESEARCH 6. generate. STEP8: Findings and conclusions. STEP7: Analysing the data. and public to the marketer through information . STEP3: List of needed information’s. and evaluate marketing actions. The Research instrument used in this research plan is online questionnaire which was a tool in obtaining the data required for the research process. monitor marketing performance." STEPS IN MARKETING RESEARCH PLAN: STEP1: Definition of the problem. STEP6: Organizing field work. customer. STEP5: Selecting the sampling scheme and sample size.6. analyzes. The . and communicates the findings and their implications. designs the methods for collecting information. refine. STEP4: Design of data collection Project.

The current Himalaya logo is a visual definition of the brand.2 PRODUCT STRATEGY: Their product strategy ranges from. and for those who believe in ayurveda but are not inclined to go traditional ayurveda clinics. which makes it easy for customers to read them. even when placed in displays at pharmacies. Hair Care. The leaf that forms the crossbar of the letter H evokes the company's focus on herbal healthcare. MARKETING PROGRAM: 7. Oral Care. 7. 4) Animal Health – Livestock.1 POSITIONING: The brand. associating the Himalaya brand with the promise of good health and well-being. This is a good example of effective concept development. The positioning is wide across the areas as mentioned below: 1) Pharmaceutical .Pure Herbs. and Honey. vibrancy and commitment to caring. the company analyzed. while the orange is evocative of warmth. Poultry. Skin Care and Baby Care. 2) Personal Care . The teal green represents proximity to nature. is targeted at the modern Indian consumer who is willing to pay a premium for good medicine. cardiac and skin care. .health maintenance.questionnaire and the responses are the key elements in determining the customer’s expectation and satisfaction. eye. Chavanprash. Aqua and companion 7. 3) Naturals .Health Care. The labelling and the print is bold. The company adopted a new logo to contemporize the brand image.

2. The benefits that ahs been derived from these products are converted as customer experience. it has no side effects).e. these testimonials adds more goodwill and reputation to the company’s products. baby wash. skin nourishes etc. Oral care: Dental cream Health care: Chyavanaprasha. 7. baby shampoo. face packs. Thus . The customer experiences are shared in way of testimonials in the company website. Skin care: Baby lotion.Baby care: Baby cream. honey. baby gift series etc. Hair care: Anti-dandruff shampoo/oil/hair cream. It must follow the requirements like: A good brand name should: • Evoke positive associations • Be easy to pronounce and remember • Suggest product benefits • Be distinctive • Use numerals when emphasizing technological features • Not infringe existing registered brand names Thus Himalaya skincare has established a good brand name for its products. 7. protein shampoo etc.3 POINTS OF DIFFERENTIATION: .2.2 FEATURE AND BENEFITS: Himalaya skincare products have wide range of products with distinct features. 7.. in turn. foot care cream. it assures the product quality(i. The word “HIMALAYA” has been used to signify the inclusion of natural herbs in all products they produce.. lip balm .. kajal etc.2. Thus each product is unique in its application and benefits.1 Brand name: A brand name is an identity for a company’s product.

4 PRODUCT LIFE CYCLE: 7. they outwits the other products in the market through their unique selling proposition.1 GENERAL PRICING STRATEGY: Premium Pricing: Use a high price where there is uniqueness about the product or service.3 PRICE STRATEGY: 7.2. brand loyalty etc. As far as Himalaya skincare products is concerned. 7. cost leadership..3.The point of differentiation refers to the PRODUCT DIFFERENTIATION. . This approach is used where a a substantial competitive advantage exists.

450 Rs.99 size 25g 100g 100g 100ml 100g 400ml 100ml Amount R. Fairness cream 2.70 Rs. The sizes of the products are also available in different ranges.55 Rs. . CUCUMBER SOAP. 4. Himalaya has got wide variety of products with reasonable prices.99 Rs.63 Rs.265 Rs.125 Rs.65 Rs. Garnier fructis shampoo Garnier light anti mark cream Ponds gold radiance cream Loreal Elvive serum Olay fairness cream 200ml 100g 100g 200ml 50g Rs.30 Rs. Protective sunscreen lotion Other products 1. 7. Intensive moisturizing body lotion 7.470 Rs. 2.2 COMPARATIVE PRICING: Himalaya products 1. Deep cleansing milk 5.315 Thus by comparing the products and prices of HIMALAYA brand with various other brands. Protein shampoo 3. Anti-hair fall shampoo 4. The products are “HIMALAYANOURISHING CREAM AND HONEY SOAP.Thus Himalayas Skin Care uses premium pricing for products like “HIMALAYA -ANTI HAIRLOSS CREAM” Economy Pricing: This is a no frills low price. Purifying Neem face wash 6. 5.3. The cost of marketing and manufacture are kept at a minimum. 3.

1 PRICE REACTIONS:  Himalaya has recently reduced the price of its products and has introduced various offers for the consumers.7. 7. the consumers are ready to afford for the existing prices.  The prices are compared with the ayurvedic significance of the product.3.  The better results of the product give a high product performance.  The products are good in their quality.3. Thus consumers in market feel that the Himalaya offers products at considerable prices.4 DISTRIBUTION STARTEGY . Therefore.

since the early 1930s to grow rare herbs. QATAR.4. MALAYSIA. Scientists on the farm constantly work to improve yield of rare plants. INDIA. Thus need for warehousing for Himalaya is very less when compared to other skin care companies. physical characteristics.2 WAREHOUSING: The products are mostly distributed to the various locations through different modes of transport. uses and doses of drugs) to establish the authenticity of plant material. SAUDI ARABIA. SRI LANKA. The stores are located in different areas in India as follows STORE LOCATIONS IN INDIA: . MAURITIUS. 7. Himalaya's R&D division conducts studies in Pharmacognosy (the science dealing with the sources. these are further distributed to the potential consumers through various store display.3 DISTRIBUTION TO CUSTOMERS: The distribution is done through various store displays. NEPAL.1 OBTAINING RAW MATERIALS:  Himalaya has had an experimental herb farm in the foothills of the Himalayas.   Himalaya has also set up an agrotech division in South India. UAE etc. TURKEY. where it is in the process of growing geographically compatible endangered herbs.. Moreover.4.4. PAKISTAN. SOUTH AFRICA. CANADA.Himalaya is located all over the world covering the following countries like: BELGIUM .Thus the g. RUSSIA. 7. USA.lobal presence of HIMALAYA Company has been shown in the above mentioned map. 7.

        Andhra Pradesh Chandigarh Goa Gujarat Himachal Pradesh Kerala Karnataka Maharashtra         Mizoram Pondicherry Punjab Rajasthan Tamil Nadu Uttar Pradesh Uttarakhand West Benga 7.4 INTERMEDIARIES: The intermediaries for Himalaya products are:      Producers Wholesalers Sales representatives Retailers Consumers .4.

Thus the products can be circulates to the above mentioned 71 countries by way of various modes of transports. gets the products on time.4. 7. The transportation is made in such a way that the retail outlet.5 TRANSPORTATION: The improved transportation facilities have made the flow of products easier.4. The availability of Himalaya products is thus made easier.6 ORDER PROCESSING: The orders are processed by way of following modes: . who serves as a major distributor.7.

 The Delivery orders confirmation has to be received from consumers and distributors. Create a brand awareness for your company 2.2 ADVERTISING: .  The Electronic purchase orders from distributors are also processed and the products are delivered.5 PROMOTION STRATEGY: 7.  The invoices and receipts proofs are generated for records in the future. The various problems are cleared out by availing the market opportunities. Defining a need the product or service can fulfill 3.5. 7. Some common marketing communication objectives include: 1.5.1 COMMUNICATION OBJECTIVES: The marketing communication objectives are determined by problem that the target or product category may encounter and how to overcome these problems. Encouraging action from the target 7. The Electronic purchase orders received by the company are processed in such a way so that the product is dispatched to consumers directly.

• The Himalaya brand carries with it the promise of good health and well-being. • Himalaya skincare logo is a visual definition of our brand identity. personal selling and sales promotion. is towards using natural. ideas.  Himalaya advertises its products by creative strategy that focuses on “natural and herbal ingredients “. herbal-based products. Himalaya chose to carve a niche for itself among the many players competing in the sphere. 7.Advertising is a form of communication used to persuade an audience (viewers. Creative strategies promote publicity.2. readers or listeners) to take some action with respect to products. In such a scenario. or services.2 Appeals: The general inclination of the people.  Quality is assured through the ayurvedic contents.  The natural herbs are mostly highlighted for the skincare products.2. The leaf that forms the crossbar of the letter H evokes our focus on herbal healthcare. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. • Everything that carries the logo is accompanied by the high quality that has always been the Himalaya hallmark.5. .1 Creative strategy: In advertising. 7. public relations. vibrancy and our commitment to caring. It is our endeavor to ensure that our logo becomes the symbol of a promise delivered. today.5. while the orange is evocative of warmth.  This in turn increases the reputation and brand loyalty for the company’s products. • The teal green of our logotype represents our proximity to nature. every shampoo or toothpaste has an ayurvedic tag on it. different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product.

The products that are introduced by Himalaya skincare were more innovative and it made other competitors to follow their strategies.. magazines. Under Eye Cream etc .2. 7.4 Media Vehicles: Himalaya uses the following media vehicles to advertise its products.3 Competitive Efforts: The competitive efforts of Himalaya skincare has been advertised through introduction of wide range of products in the market.. These aspects are printed in newspapers. Thus they green logo with leaves signifies the purity and natural ingredients in the product.2.5.5. 7.2.etc. Revitalizing Night Cream.5. have become new innovative products in the market. 7.3 Personal selling: . They are as follows:     Television Magazines Newspapers Internet etc.7..5. Anti-Wrinkle Cream. Himalaya skincare products such as “Clarifying mud pack.5 Print ads: The print ads of Himalaya skincare mostly highlight its herbal presence in the products.

answering questions and trying to close the sale Servicing .with existing and potential     customers about the product range Selling . 2. 7. customers can write to their websites..contact with the customer.providing support and service to the customer in the period up to delivery and also postsale Information gathering .5 Public relations: Himalaya skincare maintains public relations by responding to customer queries through mails and other modes. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service). 4.5. They take initiative in explaining their products through various modes of communication. 7.trying to find new customers  Communicating .obtaining information about the market to feedback into the marketing planning process Allocating .4 Sales promotion: Himalaya skincare follows the following sales promotion activities: 1. For further details.5.5. 7.6 Publicity: . Giving free samples/trial packs Introducing discounts and offers Buy one get one free Free after sales service Free delivery etc. 3.Personal selling is one of the oldest forms of promotion.  Prospecting . phones etc.in times of product shortage. 5. the sales force may have the power to decide how available stocks are allocated. e-mail.

the company has to design for the change. a product redesign or an entirely new product may be needed. As the market changes. As the changes become more significant. the results of the marketing effort should be monitored closely. small changes in consumer wants can be addressed by changing the advertising message. Accordingly. Often. 8. . the marketing mix can be adjusted to accommodate the changes. Moreover. the final step in a marketing plan is to evaluate the process and ensure control measures wherever necessary. 8. Given that few environments are static. EVALUATION AND CONTROL: Once we have done with Situation analysis. the marketing plan has been developed and the product has been launched. Marketing strategy and Marketing mix.1 IMPLEMENTATION: At this point in the process.The publicity is done through sharing customers experience and existing customers’ feedbacks in their advertisements. Himalaya skincare products have a very good brand name which further helps in increasing its publicity.

they can tackle the market by reading the entire market phenomena efficiently. When they continuously update themselves with the customer behavior towards their product and the competitors moves.The marketing process does not end with implementation continual monitoring and adaptation is needed to fulfill customer needs consistently over the long-term. APPENDIX II SAMPLE AD: .

The music is distinctly continental and the model’s look is very retro chic! The ad is instantly endearing as it tells the story of the experiences of a girl-next-door. which went on air for the first time in August previous year. The new ad for Himalaya Purifying Neem Face wash brings to the fore the idea of ‘Himalaya sabse pehle’ or ‘Himalaya First’. APPENDIX IV .TRY HIMALAYA FIRST AND SPARE YOURSELF THE AGONY OF GOING THROUGH SEVERAL REMEDIES THAT DON’T WORK!!! The TV commercial has an extremely young look and feelaimed at capturing the interest of the youth.Himalaya’s latest advertisement campaign. The messages are simple and clear. was creating a buzz amongst the youth.

000 20.000-45. • • • • 3. As a part of our marketing plan we would like to perform a research on Himalaya's skin care products.000 30.MARKETING RESEARCH FORM: QUESTIONNAIRE MARKETING RESEARCH ON HIMALAYA'S SKIN CARE PRODUCTS Dear respondents.000 >45. We are the students of SSN. • • • • Age group that you belong to: * <20 20-25 25-35 >35 Monthy Income range : * <20. Savithri N Sruthi Saranya N Tamil Selvi K C 1. Regards.000-30.Thank you for your time and support for our project. • • . we assure that your response will be taken confidential.000 Do you prefer using skin care products? * Yes No 2. Your response to our survey values a lot.

Had you tried Himalaya’s skin care products? * þÿ If yes.4. how you got to know about the product? * • Advertisements • Friends • Beauticians • Dermatologists . How frequently do you switch over your product? • Once in a month • Once in 6 months • New arrivals 8. How frequently do you use the product? • Daily • Weekly • Monthly • During occasions 5. Which brand do you use now? * þÿ 6.aging creams 7. Which features highlight your need for that product? • Fairness • Skin protection/ scrubbers • Moisturizing & cleansing • Anti.

Which 11. How • • • • 13.9. Which brand do you feel having better features than Himalayas? * þÿ Submit . • • • • • Which feature best suits for the Himalaya’s products? * Affordability Availability Herbal ingredients Innovative products Others pack size do you frequently use in Himalaya’s skin products? * þÿ skin care product do you use in Himalayas? * Face packs Face wash and soaps Fairness cream Body Lotions likely will you recommend the product to others? * Strongly Fairly At times Never 10. Which • • • • 12.

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