Professional Documents
Culture Documents
Pain Ointments in the retail & prescriptive segments The company launched Ayurvedic Concepts to enter the consumer markets. Initially, in the late 90s, Ayurvedic Concepts targeted the young urban professional population to create brand awareness. In the early 20th century, it was brought under the Himalaya umbrella brand for several categories of soaps, shampoos, face washes, health supplements, baby products, etc. In 2010, 40% of Himalayas turnover was from consumer products. Himalaya did not advertise as much as other FMCG manufacturers, & brand associations were nurtured by Word of Mouth. To build market share in the highly competitive personal health care market, it begun to advertise its face wash & toothpaste brands The brand has a positive perception among consumers
TOOTH BRUSHES
POWDER
WASH
FMCG was broadly split into: Household Care, Personal Care and Food & Beverages FMCG market in India projected to be around US$15-18 billion in 2010, & expected to grow to US$33 billion by 2015 The average Indian consumer spent around 8% of his income on personal care products In 2010, the oral care market in India was around US$980 million Growth trend of toothpastes over the past 3 yrs was relatively slower than that of other key FMCG categories (11%) Growth of the toothpaste category was even lower, at around 9%
Product Variants
Paste
Categorization
Freshness Herbal
Economy Tier
Dabur Red Colgate Cibaca Babool
Ajanta
Premium Tier
Colgate ActiveSalt
Promise
Colgate Herbal
Functional Benefit
Marketing Campaign / Positioning Statement Paas Aao Campaign makes one want to kiss All round Protection from Decay / No.1 Brand Recommended by Dentist Removes 95% of Germs in just 2 minutes Lets Drive Away Dental Problems Kills Germs to make gums Strong & Healthy
Selling Point Freshness > Closeness Trust + Protection Protection + Effectiveness Curative Problem Solving+ Health
Niche
85% of consumers have oral health problems 67% of consumers change their toothpaste to solve a problem Overall Category involvement is 41%
This resonates the findings of the involvement levels. Attitude towards low involvement categories are neutral. People do not share a strong brand attitude. But a higher involvement level category like the niche segment garners a higher brand attitude from the consumers.
Emotional attachment
Analyzing the scores we infer that involvement levels does not play a very important role in this respect. The avg score is around 3.3 with all segments scoring the same unlike what we saw in the earlier slides This also shows that people are almost neutral in emotional attachments towards the brands
Category Involvement
Segment Freshness Herbal Overall oral care Niche Total category High Involvement customers 28% 40% 32% 64% 41%
The above table depicts that the herbal category has the second highest percentage of High involvement customers. It is a favorable situation that can be tapped
Segment Analysis
Freshness
Consumer Behavior
80% of brush once a day 71% never visit a dentist 75% dentist doesnt recommend the toothpaste Oral Health Problem = 88%
Herbal
Consumer Behavior
88% of brush once a day 84% never visit a dentist 67% dentist doesnt recommend the toothpaste Oral Health Problem = 92%
Oral Health
Consumer Behavior
56% of brush once a day 80% never visit a dentist 50% dentist doesnt recommend the toothpaste Oral Health Problem = 80%
Niche
Consumer Behavior
23% of brush once a day 64% never visit a dentist 88% dentist doesnt recommend the toothpaste Oral Health Problem = 80%
Recommendations : Himalaya
Need to enter in a new niche / Problem Solving category keeping herbal USP
High avg involvement score : 3.9/5 /
64% of total consumers
High affective belief of 60% in freshness category as compared to a low 40 % in the herbal category. We can encash on adding a freshness element in the niche segment
Positioning Statement
To consumers in Urban demography concerned towards oral healthcare, Himalayas Active Herbs Toothpaste is the brand of herbal freshness & oral healthcare, a toothpaste that offers specific solutions to oral health problems with a freshness quotient because its a premium all natural, healthy, oral solution with a herbal product expertise. The brand character is safe , reliable & caring
Brand Campaign
Enjoy superior protection & long lasting freshness with the power of herbs Brand Ambassador to be used
Dentist approval not reccomended
Thank You