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Himalaya Face wash: 1

Brand Associations And Lifestyle..

Presented By:-

ANUP RAI
HISTORY 2

 ESTABLISHMENT – 1930
 FOUNDER - M Manal
 TYPE - Private
 SECTOR - FMCG
 HEADQUARTER - Bangalore
 AREA SERVED - Global (92 countries)
 PRODUCE - Heath care
products(Himalaya
Herbal Healthcare)
 Most popular for - Neem face wash
ISSUE INVOLVE IN THIS CASE 3

 The attributes and benefits


of the brands associated with
the lifestyles of the consumers.

 Values related to brand


association.
Segmentation of Himalaya product
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 THE COMPANY ENTERED IN MARKET WITH 4 BROAD
SEGMENTS:-
1. Pharmaceuticals
2. Personal care 5

Health care, oral care, hair care, baby care etc..


3. Naturals 6

Pure herbs, chavanprash etc..


4.Animal health 7
Market Share 8
pears dove ever youth lekame
others… 1% 2% 2% 4%
fair n lovely
7%

ponds
11%

garni…
clean and clear
himalaya…
16%
pears dove ever youth lekame fair n lovely ponds garnier clean and clear himalaya others
Studies on 9
The Perception of Consumers regarding the
Face Wash
 The Indian population had experienced a radical shift
regard to lifestyle changes last decade.
 About 60% of Indian are below 35 and youth comprised a
significant proportion.
 For Urban population professional personal grooming and
used of branded personal care products had become
everyday requirement.
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Face Wash Industry; Brand & Segment
 The face wash market in India is currently about 1,800
cr.
 Urban are more consumption of face wash then rural
household.
 Key brand in the market – Himalaya, Garnier, Lakme ,
Johnson & Johnson, Pond's, Everyuth.
 Himalaya was one of the main brand for face wash
contributing to 23% of market
Himalaya Company Growth..
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Himalaya is a Rs 1,000 cr brand growth


growing at 26% CAGR in India and 35%
CAGR internationally.

Himalaya’s consumer products division,


skincare , growing at 30-35% every year.

It is the biggest contributor, contributing


50% of turn over.
Popular face wash brands
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1. Himalaya Herbal
 Positioned as natural and herbal products that were soap
free.

 Its ads made use idea of “problem solver” to convey


positive emotion.

 The Neem Face Wash was position solution for common


skin problems and hassle free and convenient skin care.
2. Johnson & Johnson product
“Clean and Clear” 13

 Positioned as a teenage girl’s “ skin’s best friend” and as


ideal for all skin types.

 Available in three variants- the Daily care, the oil control


and the acne clearing.

 Contained antibacterial ingredients.

 The ads focused on teenage girls as well as middle aged


women and highlighted the need of teenagers.
3. EverYuth
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 Positioned as anytime solution for refreshing face
cleansing.

 Its ads as providing purity, freshness and beauty.

 Its available in four variants, which are being made from


natural fruit extracts.

 The Neem variant, the cream variant , the lemon face wash
and the fruit face wash.

 Commercial created the favorable associations of


satisfaction, appreciation and confidence.
Targeting 15

 The main targeted segment was youth.

 They targeted youth under the age of 18-25


years.

 They are focus on skin problem.

 Focus on the people who has faith on


Ayurveda method.
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CASE ANALYSIS

 The purpose of case study was to help


Himalaya expand the existing user base
for face wash .

 By using insight from the examination of


brand association and lifestyle.
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 For study , a sample of 53 female


respondents (within age group 22to30 years)
was chosen .

 The data was collected in July and Aug 2011


in Bangalore through questionnaires.
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 The objectives of the methodology was to


convert the life style statement into values.

 72 lifestyle statements were constructed and


tested with values with five respondents.
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 The lifestyle statement were constructed


around 24 values that were relevant to target
profile of face wash.

 The responses from respondents were used


to establish the relevance of a set of values of
face wash users .
Concept of Laddering 20

 Concept of Laddering refers to the Various benefit level


which a brand provides consumers.

 In this concept company conducted consumer survey


in December and its result lifestyle of consumer
connected with various face wash brands.
SWOT ANLYSIS
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STRENGTHS WEAKNESS
• STRONG FINANCIAL BACK UP • DUE TO HIGH PRICE OF THE
• QUALIFIED STAFF PRODUCT UNAFFORDABLE
• PROVIDING CUSTOMERS FOR PEOPLE OF RURAL AREAS
WHAT THEY WANT • AYURVEDIC PRODUCT
• TARGETING BOTH URBAN & • GAINT COMPETITORS IN THE
RURAL MARKETS MARKET LIKE CLEAN & CLEAR,
• USE OF NATURAL FLUORIDE IN EVERYOUTH, GARNIER, NEVIA
PLACE OF FLUORIDE USED BY ETC.
OTHER COMPANIES
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OPPORTUNITY THREATS
• HIGH INVESTMENT & GROWTH. • COMPANY HAVE TO FACE A LOT OF

• GROWTH OCCUR BECAUSE OF COMPETITION FROM THE


COMPETITORS ALREADY PRESENT IN
ECO FRIENDLY.
MARKET.
• FOUND EVERY SHOP BECAUSE OF
• AS A COMPANY LAUNCHING NEW
DAY BY DAY INCREASING SALE.
PRODUCT SO IT CHANCES TO
• GLOBAL MARKET SO
FAILURE OF THE PRODUCT.
INCREASING HIGH DEMAND • IT IS AN AYURVEDIC PRODUCT SO
GLOBALLY. THERE ARE MANY AYURVEDIC
COMPANIES ALREADY EXIST IN THE
MARKET.
DIFFERENTIATE OF THREE FASH WASH
BRANDS 23
Description Himalaya Clean & Everyuth
Face Wash Clear Face Face Wash
Wash
Central Teenager girl or Teenager girl, who is Young women, who
middle-aged Independent in want to have an
Character woman, who is nature. identity of their
concerned about the own.
way she looks.
Setting Problem solving Problem solving Problem solving
Approach Approach Approach

Influencer Friend, Narrator Friend, Narrator Narrator

Analysis of which guarantee an face the problems of Urban girls shows


oil free face. oily skin can oil free quickest solution for
Ads for 8 hours. refreshed, clean, fair
& soft skin.
Inferred Targeted women
between the age of
Targeted women
between age of 16-25
Targeted women
between the age of
Consumer 16-25 who have oily who have oily skin 19-30 who have busy
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skin are concerned who want to maintain lifestyle.
segment about their looks. a good appearance.

Inferred • Oil balancing- skin


soft, providing
• Deep action-skin oil •
free for next 8
From this Brand-
Refreshed and soft
Benefit confidence. hours. skin.
• Neem- removing • Foaming- removing
Segment acne, skin clear. acne & oil free.

Tri Affective components


such as feel-good
Affective components
such as feel-good
Affective components
such as feel-good
components factor, self-acceptance, factor, self-image, factor, individualistic
embarrassment & nervousness & feeling & confidence
confusion can be confusion can be are observed in the
observed in the AID. observed in the AID. AID.

Motivationa Self image & the


benefits of the
Target segment to
boost their self image
Boosting user’s self
image & benefit of the
l function products. through the benefits of product.
the brand.
Attribute & Benefits of the Brand
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Attributes/Important Aspects Category Benefits

Many variants Groomed looks

Moisturizer/pH neutral Refreshed looks

Natural/herbal ingredients Beauty maintenance

Antibacterial/germ protection Complexion enhancement

Value for money Feeling of being benefited

Unique/special component Spotless beauty

Certification Security of the offering


TVC OF HIMALAYA 26
TVC OF CLEAN & CLEAR 27
TVC OF EVERYUTH 28
CONCLUSION
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THANKS 30

&
HAVE A NICE DAY