Himalaya Face Wash: Brand Associations and festyles | De & Ramesh Kumar and Evie Ming wrote his case solely 10 provide material for class discussion. The duthors dor nat intend ta illustrate either effective oF ineffective handting of a managerial situation. The authors mary have disguised certain | names and other idenuifving information to prorect confidentiality | Richard Iney Schoo! of Business Foundation prohibits any form of ceproduction, storage or transmission withou! its | wuritten permission. Repmoduetion of this material é¢ nat covered under authorization by any teproduction rights orgaiic- tion. To order copies or request permission 10 reproduce materials, contact Ivey Publishing. Richard Ivey Schoo! of Business Foundation. The University of Western Omuario, Landou, Ontario, Canada, N6A 3K7; phone (519) 66) +3208; fax (519) 661- F882; e-mail cases @ iney-uwo.ca, CCapyrighe © 2072, dean Juste of Management Bamgalae dd Fichand vey School of Business Fowndon Vrain: 2012-32-06 India was one of the emerging markets that had witnessed a radical change in the lifestyles of consumers in the last decade. ‘About 60%¢ of the country’s population was below the age of 35, and youth comprised a significant proportion of the population. Professional personal grauming and the wse of branded personal care products had become almost an everyday requirement for ihe urban population. The face wash category was onc thal had attracted several brands, which cunsuiers were trying. aut both fortheir benefits as well aé for the experience. The Himalaya Drug Company (Himalaya), which had the Himalaya brand of face ‘wash, was interested in obtaining insights iaco how the lifestyle of consumers was assaciated with the use of this category. Sev- ‘el brands had positioned themselves according ta various attributes and benefits. Himalaya wanted to understand the impact of ‘Values and lifestyles both on the category and. on the brands in this category. They made use of a consumer survey — which was conducted in July and August 2011 — that investigated the lifestyle of consumers. and connected it to- various brands through the ‘concept of laddering. Were the atiributes and benefits af the brands associated with the lifestyles of the consumers? How were values related to brand association? Himalaya hoped to obtain insights through these questions that were part of a casc study by Professor Ramesh Kumar, who was interested in conneeting concepts with practice and who looked forward to exploring variauis aspects of consumer behaviour and brand associations.440 PART V © CONSUMERS DECISION-MAKING, MARKETING ETHICS, AND CONSUMERS RESEARCH INTRODUCTION The Indian population had experienced a radical shift with regard to lifestyle changes and consumer preferences over the last ‘wo decades, Significantly, brand associations and marketing communication had played an impnrtamt role in shaping the culture of consumers as they were offered more chaices for consumption.” One of the important motivational factors for consumers was {o let their vulues guide them in several facets of life." Consumer behaviour and preferences mage up one of the importunt facets through which consumers bought, consumed and developed attachments to brands.” Thus, brand associations were linked to the values of consumers.” ‘The face wash category bad recently drawn in several brands. The target segment was youth in the age group of 18 to 25 years. Given the newness of the category and its potential in a market such as India where about 60% of the population was below the age of 35,"* Himalaya was interested in understanding the psyche of consumers by analyzing their values. A value in this context referred to a preferred made of existence as compared to other modes from which a consumier could choose. Aspira- i : choosing symbols as a mode of expression and having is fun- filled life were some of the values that could be associated with the face wash category as well us with several other personal ‘care categories that had been sivertised in India for the last five decides or so, METHODOLOGY ‘The purpose of the cave study was to help Himalaya expand the existing user basc for its face wash brand by using insights from the examination of brand associations and lifestyles. An extensive literature review was carried out to understand how 10. narrow down the values relevant to the category from the study of psychographics (thut is, looking at activities, interests and opinions. For the purpose of the study, a sample of $3 female respondents (within the age group of 22 to 3 years) was chosen. The data was collected in July and August 2011 in the city of Bangalore through questionnaires that were personally administered. ‘The sample of female respondents in this purticular age group was chosen because of the similarities in the targel segments for the three face wash brands (EverYuth, Clean & Clear and Hinialaya) that were considered for this study. Their profile was inferred by studying the relevant advertisements of these brands, A description of the brands’ advertisements is provided in Exhibit 1. ‘The authors wanted to use a research methodology that involved the study of the lifestyles of consumers to assess their val- tues, instead of using the concept of laddering™ (which does not involve the lifestyles of consumers extensively). The authors felt that a detailed understanding of lifestyles could be obtained, and that such details would be useful in the analysis The objective of the methodology was to convert the fifestyle statements into values. Afier the ads of the three brands were analyzed for the values they reflected,“ 72 lifestyle statements were constructed. The association of these lifestyle stateruents with values was also tested, initially with five respondents. The lifestyle statements were constructed around 24 valucs that were ‘identified as being relevant to the target profile of face wash users. ‘The responses from the $3 respondents who uscd & face wash (Clean & Clear, Himalaya or Ever Yuth; (see Exhibit 2) were used toestablish the relevance of a set of values for face wash users, taking into consideration the lifestyle indicators reflected in the survey: The challenge for Himalaya was to convert these lifestyle statements into values. ‘The authors arrived at the ottibuics and impottamt aspects associated With the face wash category based on their analysis of the three brands and their own perception of the benefits that a face wash should offer. The category-level aitributes and benefits were important as the brands needed to take them into consideration regardless of the theme they might have for their murketing communication. POPULAR FACE WASH BRANDS Clean & Clear ‘The Clean & Clear face wach brand from Johnson & Johnson was positioned as a tecnage girl's “skin's best friend” and as ideal for all skin types."*The product was available in three variants: the Daily (Care range for regular facial cleansing and for remov- ing ail, dint, and other pollitants: the Oil Control range for maintaining oil balance und for refreshing the skin: and the Acne Clearing range for pimple control. Clean & Clear's proposition was to derive confidence by means of a clean and clear skia2* The face wash also contained antibacterial ingredients. The advertisements for the brand focused on teenage girls ws well as middle-aged women and highlighted the need to look: trendy and cool. The advertisements showed several activities associated wwith the lifestyle of teenagers." The product's proposition was a solution for maintaining the oil balance of the skin ad for con- tolling pimples, *"EverYuth EverYuth’s Naturals brand of face wash was positioned as an anytime solution for refreshing face cleansing." This face wash ‘was advertised as providing purity, freshness and beauty,” It was available in four variants, which were advertised as being made from natural fruit extracts. The Lemon face wash, the Neem variant, the Cream variant and the Fruit face wash covered a wide Fange of skin care benefits, The advertisements for the brand communicated its proposition as a time-saving solution that offered instant beauty." The commercials created the favourable associations of satisfaction, appreciation and confidence that were enjoyed by the user because of the instant beauty offered and highlighted the ingredients of the product.°° Himalaya Herbal Himalaya’s face wash ranges were positioned as natural ind herbal products that were seap free.” tts ads made usc of the idea of 1 friend as 2 “problem solver” to convey positive emotions about the brand and to provide assurances about the effectiveness of using it.” The Neem face wash was positioned as the solution for common skin problems aid offered hassle-free and convenient skin care," The advertisements also depicted men appreciating and admiring the uscr’s beauty (implicitly suggesting that the user would appear attractive to the opposite sex). Exhibit 2 provides data on the lifestyle of the target segment, and Exbibit 3 the benefits of the face wash category. Exhibit 4 shows un advertisement for the Himalaya face wash braid that reflects its herbal proposition of oil-free skin. The Challenge for Himalaya Himalaya’s challenge was to link the various aspects of the advertisements, the consumer values derived from the lifestyle data and the category attributes and benefits in order to enhance its brand associations, taking into consideration its competitors (EverYuth and Clean & Clear), | The authors would like so thank Antaash Sheikh, manager, marketing communication, Himalaya Drug Company, and Professor Dinesh Kumar, chairperson, research and publications, Indian Institute of Management, Bangalore, forall the support provided Derry Himalaya Face Wash ‘Central Character A teenage girl or = middie-uged woman who is attacive, fashionable, and socially active; & focused on he? ‘career or education; and is concemed about the way she lok, Setting Problem-solving approach, Influencer Friend, narrator, Aualysis of Ads ‘The ad centers on urban girls who are particular abot their looks. The ad for Hitmalaya Oil Balancing Face (Television) ‘Wash associates excessive facial ofl wath stickiness and depicts this us an issue causing incoavenience and social rejection, The product is recommended by a friend Who describes the benefits ofits herbal ingredi- ‘ents, which guaruntee an oil-free fuoe Keading to soft facial skin, The association of social avcepiance of the uwscr's looks after using the brand is also conveyed. Inferred Consumer Targeted at women between the uged of 16 1°25 wise have oily skin ot skin-rélaied probleins and are com: Segment ‘cemed about their looks, Inferred Benefit _Hlimalnya’s Oil Baluncing Face Wash clsims to reduce excess facial oil and to keep the skin sof, providing Segment confidence: the Neem Fuce Wash claims to help in removing acne and in keeping the skin clear ‘Tri Components Affective compotients such as the feel-good factor, self-scceplance, embarraasmieat, panic and confusion ean be observed in the ad. The engnitive components in the ad rélate to the desertpeion of the ingredients and ‘beliefs abou their benefits Motivation The ad focuses on the importance of self-image and the benefits of the products. (Ego: Defensive and Femction ‘Utilitarian)3 |] Coe my Clean & Clear Face Wash Central Character Seaing Influencer Analysis of Ad (Television) Inferred Cion- suiner Segment Inferred Benefit Segment ‘Tri Components Motivation, Function A teenage gil who is anrictive, fashionable dad socially sctive is conceaned about the way she looks is open to trying ot the latest peoduets and tends in fashion; and és independent in nature. Problemssolving appeoach. Frietid narrator. The ail focuses on urban girls wl face the problem of oily facial skin. The proxduct promises to keep the skin il free for eight bours, The characters are young, sttrastive and wendy females whe are keen on keeping: themselves abseast with changes in fashion. They seek social praise by being well groomed. The nds also otray the concein, wervousness and lack of confidence among women due to skin problems. They show that care should be given so that the hectic lifestyle of the consumes does tt cause oily skin and pimple prob. Jems. The helpful nature associated with the friend who recommends the brand to the main character creates ‘an emotional appeit ‘Targeted at women between the ages af 16 to 25 who have aily skin oF face skin-célated pwobleins and who want to maintain a good appearance despite their busy schedules, Clean 4s Cleur Deep Action Cleanser claims ta reduce excess ficial oil, keeping the skin oil free for the next cight hours and providing confidence, Clean & Clear Foaming Face Wash claims-to help in removing acne and im keeping favial skin oil free. Affective components such as the feel-2oad factor, self-image, concer, nervousness, individualism aid confit siow can be observed in the advertisement. Cognitive composents consist of the peice, the ingredients and the ‘benefits related to the product's usage. ‘The ad focuses on the importance for the target segment to boost their self-image through the benefits of the ‘brand, (Egor Defensive ana Usilitarian, Value Expressive) Eweryuth Face Wash Ceniral ‘Character Setting Influencer Analysis of Ad (Television) Inferred Core sumer Segment Inferred Benefit Segment ‘TH Components Mativation Funetion ‘Young women who are conscious about their looks and concerned abort their health, who are involved in alot ‘of social activities and who wane w bave an identity oftheir own. Problem-selving approach. Narrator, The advertisement shows urban women wha have 1 busy lifestyle. The ad depicts the anxiety women face when, they need to get prepared for a social interaction, The brand is positioned as the quickest selution for refreshe lean, fair and soft skin, The ad alsa shows the opposite Sex appreciating the user's beauty. thas highlighting tl ‘enhanced self-image resulting from the use-of the brand, The ac alse highlights the natural ingredients of the product and their benefits. ‘Targeted at women between the ages of 19 io 30) who huive a busy lilesyle. Refreshed and soft skin after using the brand and its quick application, Affective components sich as the feel-good factor, individualistie FeHing and confidence are observed in the aslvertisement, Cognitive components include the natural ingredients and the benefits related to the product's lise. ‘The ad focuses on the imporiance of boosting the user's SelfdMiage and the benefits of the product. (Ego: Defensive and Utilitarian, Value Expressive)Salle aes ee meee Cette] oS es el — RO ie > ee lO E> ot — Go) > io 6 lo Et > fet — to > fo — [eel upset when my frees don't call me to go shopping with them, rrr STATEMENTS: eR eae Per Paes (I). and Opinions (0) of ‘get upset when I don’t see the prideis Ossi Twa in a store. [ike to read the stories of people who 1 aspire to be like. People Tike to travel io a lot of plices for sighisering and for memorable experiences [feel confident after I choose and use my firand nf personal care prinducts. [ike ro watch movies that are tntligent and have teinale protagonists. | take peide in performing cven the smallest activ Joly eat at certain restaurants: to bave miaids do the cooking all the time. ‘Certain Kinds of brands show that you af6 no elegant and classy, particularly enjoy shopping or visiting malls/retal stares spend more time shopping for goods Taney than for goods that I need. Shopping is more a source of eneriainment for me than a necessity T go out in the evening for drinks and entertainment. like to party on weekends or whenever f get time. Mallsipubsidiscotkeques aré the places to hang oul for enjeymemt and fun. Toten take advice from my parents abvan what T should buy. respect all taditions and often try to cenfonm to them, ‘Traditions are comtemporary and relevant in the present day. Ido purchase products out of emetional attachment. Purchasing my favourite brand makes me happy. Thuve a sort of emotional boeing with the pooduct {use Tfind clothes made of khadi (homespun cloth} comfortable to wear. Ayurvedic products appest to me. Hove my country | purchase a lot of persanal grooming prodiicts, | prefer going to 4 heauty salon than shopping for beauty and grooming products. ‘Tend tw form opinions about penple who are poorly or too casually dressed. [generally bay brands that reflect my uniqueness Tike 19 be stand out from the Crowd at times. [1's impoetast that people respect one’s individuality. Tofien buy personal care peaduct with frends, | prefer to watch TY alone rather than to watch a movie with « group of friends. ‘Talking over the telephone is better than fieeting people for communication, Tove to cook for my friends and far 375 275 7 uF 2.26 aus BBL 136 309 368 387 a4 26s 374 3.68 249 aga 358 332 a 428 338 328 27 37 a7 4.09 204 2 238 a4 270 ‘(Continned)alo o@>e-boe>b-boere-boh>o-Pcoe>o- Rod >mi-Ro STATEMENTS: ‘Shops should have seating arrangements to accommodate family and fiends while one is shopping. [usually eat out for fun after shopping, | find searching for remedies for beauty-relsted problems satisfying Finding the right peoduct for me andor for others gives me a sense of achievement, | often advise my friendsicolleagues/relatives about the products they shoul! buy. [like to tel my friends/eolleagues! relatives what would be right fer them. [take initiatives at workicollegs that showeuse my talents Tofien iry new brands before my friends/colleagues do, Like to try 8 now product to see wht it has te affes “There are always belles products available, Sometimes, | buy cosmetics/beauty care prods that were not om my shopping lis. {buy products simply because T liked the advertisements, Free offers and promotions eanaot sell prodhscts that ure very rarely useful Lonly buy products that are popular/common with my friends/colleagues. [ike to be in tosh with all the people I know through social setworking. [Using similar brands strengthens my bonds with others. [purchase brands/products thal suit my personality and not what others are buying. ‘think my lifestyle is an actual reflection of my persimality. My image is based an the things that Lows. Lenjoy bargaining while shopping, Price promotions in shops often attract me: Low cost personal care products may be af good quality use only tried and tested prowuets. ike to use my éreditidebit card for purchase through the Lnernet, [feel that only a few products are genuinely useful enjoy joy rides and roller coaster rides. T do not visit the cinema withoat Finalizing what movie T should watch. Ido not tke surprises. only shop for brands that have celebrity endorsements, ‘like ws ead fashion magazines and other artkeles that inform me about the Tavest trends. ‘trust the products that celebrities use. {don't mind smoking at social gatherings. [like ta he up-to-date with the latest trends, 1 hn often influenced by some of the latest trends, Toften buy foreign brands. Tike to party segulaily, | think social drinking és acceptable and, at times, necessary. MEAN 37 3.96 3.36 3.55 3.23 3.28 3.58 285 289 338 362 231 3.38 it 3.28 27. 164 383 291 313 331 349 aay 349 a7 313 a7 1.96 2.32 202 3.92 311 3.25 BBS 2.98Many variants Grbamed looks Moisturizer/pH neutral Refreshed looks Nanuralfherbal ingredients Beaury maintenance Atibecterial'germ protection Complexion enhancement ‘Value For maney Fetling.of being benefited Unique/special component Spotless beauty. Cenifieation Seciiity of the offering Seurce: The antutea/imporiant specs ate cutegory level were cbs! from the authors’ analysts dhe brand i le canepary. pc) aOR the Himalar Brwe Note: Instructors teaching Conswner Behavior in institutions can have access to the solution note subject to verifi val aif