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Himalaya Herbal
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Himalaya Herbal

Sanjay Chandwani with FSM students

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Questions
1. What are the major findings about the involvement levels of cons
in the oral care category that can be understood from the partic
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responses regarding their habits and practices with respect t

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category?

2. How many respondents (in percentage) exhibit high and low/m

involvement with regard to the oral care category, and express hig
cognitive and affective associations with regard to each of the br
How are the involvement levels associated with each of the brands

3. How does low category involvement affect brand attitude? Expla

inconsistency in those instances where brand attitude overw
category involvement.

4. How many consumers expressed consistency between the stren

their cognitive beliefs and the strength of their affective
associated with their respective brand choices? How can
inconsistencies in the same be explained?

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Questions
5. Taking into account the category-level and segment-level analy
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what kind of implications are relevant at the segment level (for e
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segment)? How do consumer beliefs relate to the positionin
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brands in each segment?
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6. What kind of recommendations would you provide for the Hima
OR
brand after taking into consideration the responses to questions 1
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7. What should the positioning dimensions of Himalaya be, and how
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it be differentiated? How
Startcan
Your Himalaya create an attitude toward
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ads/brand to convey its differentiated proposition?

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Question 1:Summary of habits and practices

• From Exhibit 6: Table 1 Only 36 per cent of the respondents brushed
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(i) either low awareness of the need to brush twice a day for

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teeth, (ii) or of low involvement a Preview
in the category.
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• Given that existing brands focus more on the benefits of their res

brand rather than on drivingUpload

oral health education, it is likely that the
to Download

is true. Also, 74 per cent had never visited a dentist. Only 13 per cent
OR
respondents visited a dentist as frequently as recommended, i.e., onc
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• Those consumers who had been to the dentist regularly claimed tha

dentists had not really recommended toothpaste brands often; but i

cases where the dentists did recommend a brand, six out of

respondents switched!!!!!

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