Brand Presentation
Group 1• Rashmi Sharma• Hamesh Bhasin• Gaurav Roy
About Us
• Established in August, 2000• Focus on client satisfaction• Create opportunities for our client to be heard, seen & recognized• Reach out to the right media using the right tools• Headquartered in New Delhi with associate offices in Mumbai, Kolkata, Bangalore, Chennai
Our Services
PR Corporate Communications Market research and analysis Media planning Consumer Marketing Celebrity Management Event Management Advertising Crisis Management
Our Brand
Himalaya Intensive Moisturizing Body Lotion
Product Details
• Product Category: Skin Care• Pack Size:100ml, 200ml & 400 ml • Product Variants: 1)Himalaya Intensive Moisturizing Body Lotion 2)Protecting Body Lotion 3) Nourishing Body Lotion
Product Composition Intensive Moisturizing Body Lotion contains the following
ingredients:• Cocoa Butter:It promotes healing and prevents drying and
cracking of skin. Cocoa Butter also contains antioxidants that help repair damaged skin
• Olive Oil: It has soothing and anti-microbial properties, which ensures that the skin is healthy
• Grapeseed Oil: It has high content of linoleic acid, a fatty acid essential for the skin & helps to tighten and tone the skin
• Wheatgerm Oil: It is a rich source of natural Vitamin E, which nourishes and boosts skin's elasticity
Aim
• Study Himalaya Intensive Moisturizing Body Lotion as a product and a sub-brand
• Industry analysis - India
• Current market analysis of Himalaya Intensive Moisturizing Body Lotion
• Recommendations
Company Overview
Established in the year 1930 by Mr. M. ManalPioneered the use of modern science to validate
Ayurveda’s secretsSince its inception, the company has focused on
developing safe, natural and innovative remediesThe Company was awarded an ISO 9001:2000
certification in 2003
Brand Identity
• The Himalaya logo is a visual definition of its brand identity:
• The leaf that forms the crossbar of the letter H evokes the company's focus on herbal healthcare • The teal green color represents proximity to nature• The orange is evocative of warmth, vibrancy and commitment to caring
Industry Analysis: India
• The skin care market is valued at $180 million in India
• Moving forward , the skin care market in India is anticipated to grow at around 19% CAGR during 2011-2014
• The skin care market is at a primary stage in India. The penetration level for both the urban and rural market is low
• Many people still prefer to use home made products to cure the skin problems
Major Players
Market Share
HULCavinKareGodrejOthers
53%
3.4%
31.6%
12%
Himalaya Company Growth
• Himalaya is a Rs 1,000 crore brand growing at 26% CAGR in India and 35% CAGR internationally
• Himalaya’s consumer products division, skincare, growing at 30-35 per cent every year, is the biggest contributor, contributing 50 per cent of the turnover
Current Strategies
• To focus on launching differentiated products using company’s herbal positioning
• Product trials — sampling, information dissemination, advertorials and word-of-mouth publicity
• Marketing is mainly focused on engaging the customer, creating awareness for the products and increasing availability and accessibility
SWOT Analysis
Strength Weakness
Strong brand image & global presence
Not fully integrated with mainstream markets
Himalaya is recognized world over as a pioneer in
Ayurvedic and Herbal products
Low level of entrepreneurial aggressiveness
Opportunity Threat
World over natural and traditional approaches to
products are being welcomed
Risk of New Entrants and Substitute products
Growing adaptability to Innovative Products
Shifting consumer loyalties
Untapped rural market Manufacturing costs
& processing costs are high
SA
LES
TIME
Intr
od
uct
ion
Gro
wth
Matu
rity
Decl
ine
Product Life Cycle
Brand Awareness Pyramid
Top of Mind
Recall
Brand Recall
(Unaided Recall using Category Cue)
Unaware of Brand
Brand Recognition
(Aided Recall using Brand Cue)
Cost / Time / Effort Required
Brand Loyalty Pyramid
Committed
Buyer
Likes the Brand
Considers it a Friend
Satisfied Buyer with
Switching Costs
Satisfied / Habitual Buyer
No Reason to Change
Switchers / Price Buyer
Indifferent ; No Brand Loyalty
SWOT AnalysisFor Immediate Competitor
Strength Weakness
Vaseline Petroleum Jelly is
one of the most widely used products to fight dry skin
Shifting the Focus on Men’s products is redefining the
brand image
Products available in over 60 countries for over 130 years
The drawback of a popular ‘brand-name’ is other or fake products sell under its name
Opportunity Threat
Vaseline Sheer Infusion contains patented Stratys-3 technology and is the new body lotion that infuses and suspends moisture across all
layers of skin
Lack of consumer advertising as Vaseline focuses more on trade
promotion
No significant direct competitive petroleum jelly products that effect
Vaseline Petroleum Jelly market share
Specific Use Products (like baby care or sun burn cream) can
compete against the versatility of the product
Other information about Competitors
• Himalaya individual products also face competition from firms that are strong in one or just a few products, Fair & Lovely in face masks
• Since there several players in this market, any change of price, quality, technology ,service or innovation by one firm affects all the other firms
Our Consumers
New SEC Grid
• It’s based on two variables:– Education of chief earner
– Number of “consumer durables” ( from a predefined list)- owned by the family. The list has 11 items, ranging from ‘electricity connection’ and ‘agricultural land’- to cars and air conditioners.
New SEC Grid
• Classification is then segregated into 12 groups based on inputs on these 2 parameters
A1, A2, A3, B1, B2, C1, C2, D1, D2, E1, E2 & E3
• These 12 groups are applicable to both urban and rural India
Demographics• Age : 18-30 years• Life stage: Students, Housewives, Working
Professionals• Location: Delhi and NCR• Gender: Females• Socio-Economic class: SEC A1,SEC A2, SEC B1,
SEC B2
Psychographics
• Beauty Conscious• Aspire for complete skincare in their hectic
schedules• Demand for better quality at an affordable
price
No or low “Top of Mind” product
recall
Lack of awareness about the entire product range
Marketing Problem
Marketing Objective
Generating Interest
Building loyalty of current
consumers
Tapping new
consumers
Increase market share in
Delhi/NCR
Future Strategies
• Will be in sync with the previous marketing strategies , i.e:
• Focused on engaging the customer• Creating awareness for the products • Cashing in on people’s change in attitude
towards going 'back-to-nature' and the growing demand for herbal and natural therapies
TV Commercial
Underlying message of the Ad
• “Give yourself a fresh start”• The message will be: • Be the natural you• Give up on chemical moisturizers
Himalaya babies of the Month
Himalaya babies of the Month
Campaign
• The campaign will have a two fold message:• Give up on chemical skin moisturizers and
embrace herbal remedies for lasting beauty• Will highlight the importance of being
“Comfortable in your own skin” and “Being the natural you”
Herbal Beauty Queen Campaign “When Nature’s
creations are nurtured by Nature itself the result is bound to be
Beautiful”
Herbal Beauty Queen Campaign
• We will encourage the consumers to upload their videos and pictures on Face book and share their stories with us as in how Himalaya body moisturizer helped them give a fresh start
• They get rewarded the Herbal Beauty Queen title with a chance to get their picture printed on the product pack for a month.
• Himalaya Herbal beauties Hall of Fame
Suggested Product Look
IMC Plan
Marketing and Communication Tools and Strategies [May 2012 – Oct 2012]
• Print Ads – TOI + HT and NBT (Delhi NCR)• Outdoor Advertising• Radio Advertising• Consumer promotion
Print AdsPurpose• Visibility• Generate interest in product• Mass reach
Print Plan
Rate/Sq Cm
Readership (in
lacs) Size May June July Aug Sep OctTotal Vol
Total Sq Cm Cost
HINDUSTAN TIMES 3150 19.2 200 1 1 1 1 1 1 6 1200 37,80,000
TIMES OF INDIA 3400 18.95 200 1 1 1 1 1 1 6 1200 40,80,000
NBT 1100 18.71 200 1 1 1 1 1 1 6 1200 13,20,000
Total 91,80,000
Radio AdsPurpose:• Trigger TOMA• Media multiplier
RadioRate/Sec
Time Band
Spot Duration May June July Aug Sep Oct
Total Sec Cost
Red FM 87.5 M/E 20 3200 3200 3200 7200 13600 1470000
Radio Mirchi 90 M/E 20 3200 3200 3200 3200 9600 1152000
Total 26,22,000
OutdoorPurpose:• Visibility to trigger TOM recall
Outdoor (Hoardings) Rate/PM May July Sep OctTotal Vol Cost
Site 1 700000 1 1 1 1 4 28,00,000
Site 2 600000 1 1 2 12,00,000
Total 50,00,000
Outdoor -DMRC May June July Aug Sep OctTotal Vol Cost
RAJIV CHOWK
85,000 1 1 1 1 1 1 6 5,10,000
UNIVERSITY
55,000 1 1 1 1 1 5 2,75,000
Total 7,85,000
Budget: May 2011 – Apr 2012Activity Expenditure (in Rs.)
Print 91,80,000
Radio 26,22,000
Outdoor 57,85,000
Managed Spend Total 1,90,69,000Creatives 1,16,79,000
Aggregate Charges @18% 1,70,000Approx. Service Tax @12.6 15,00,000
GRAND TOTAL 5,00,00,000
Creative Showcase
We don’t think natural beauty is
a Myth…Do You??
Queen Cleopatra
Helen of TroyPrincess Nefertiti of Egypt
Chemical Cover ups can get you only so far along...Going herbal will make you belong...
Is thatYOU?
She may not understand the concept of natural beauty...
But we are sure you do...
Acknowledgements
• Prof. Ramola Kumar• Mr. Vikas Mehta• Mr. Tapan Yadav• Mr. Bashab Sarkar• Mr. Pradeep Aeri• Mr. Samir Kapur
Thank You