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  • Himalaya Drug Company Case Study

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    Arya Arif
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    1) Himalaya Drug Company sought to promote Ayurveda as a modern and vibrant branch of medicine on par with science by bringing all its brands under the umbrella brand "Himalaya." 2) An unusual brand ambassador, "Dadima," helped present Ayurveda as a contemporary medicine and break stereotypes by depicting how products could help people cope with modern life pressures. 3) Bringing brands under the single "Himalaya" identity built familiarity, avoided extra costs of creating new brands, and helped new products gain recognition and market support easily.

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    1) Himalaya Drug Company sought to promote Ayurveda as a modern and vibrant branch of medicine on par with science by bringing all its brands under the umbrella brand "Himalaya." 2) An unusual brand ambassador, "Dadima," helped present Ayurveda as a contemporary medicine and break stereotypes by depicting how products could help people cope with modern life pressures. 3) Bringing brands under the single "Himalaya" identity built familiarity, avoided extra costs of creating new brands, and helped new products gain recognition and market support easily.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    1K views10 pages

    Himalaya Drug Company Case Study

    Uploaded by

    Arya Arif
    1) Himalaya Drug Company sought to promote Ayurveda as a modern and vibrant branch of medicine on par with science by bringing all its brands under the umbrella brand "Himalaya." 2) An unusual brand ambassador, "Dadima," helped present Ayurveda as a contemporary medicine and break stereotypes by depicting how products could help people cope with modern life pressures. 3) Bringing brands under the single "Himalaya" identity built familiarity, avoided extra costs of creating new brands, and helped new products gain recognition and market support easily.

    Copyright:

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    of 10

    Himalaya Drug Company

    BRANDING AYURVEDA

    Case Breifing
    y Ayurveda was considered as the age old branch of

    medicines. y Companys effort to promote the message that Ayurveda is as modern and vibrant as science as any other. y Companys decision to bring all its brand under the umbrella brand Himalaya. y Followed by change in the logo of the company

    Three prolonged steps :-

    Present ayurveda as contemporary medicine.

    Unusual Brand ambassador- Dadima.

    Tagline- get on with your life dipicting the products ability in helping people cope up with the pressure of modern life.

    Q.1. Role of dadima in the success of ayurvedic concepts.?


    y There are two main role played by Dadima campaign

    in the success of ayurvedic concepts, which are:It helped in breaking the clutter. Breaking the steriotype image of ayurveda which was percieved as the ancient knowledge.

    Q.2. Rationale behind bringing all its brand under


    umbrella brand Himalaya .?
    y Enjoy the research credibility. y Extra cost of brand creation was not required. y New broduct launch becomes easy and cheaper. y New product found ready recoganition and market set

    up.
    y Single brand identity helps to build the sence of

    familiarity in the consumers mind.

    Q.3. Discuss future prospects of HDC?


    y The future prospects of HDC are prominent and

    bright. y Common masses are more health conscious which will enable Himalaya to target this segment with natural Ayurvedic products. y The herbs used by HDC are of better quality. y HDC has developed a unique technique over the last 81 years to manufacture their products with quality and consistency.

    Contd
    y HDC has transformed the niche market of

    Ayurveda to mass market by making it Omni present. y The attitude towards Indian herbal products in Middle East is very positive. HDC has 20 products registered and marketed in Middle East. y The rigorous processes and systems at Himalaya ensure that every product meets with WHO and FAO standards. y Herbal Products with Scientific research drives the future of HDC.

    New positioning statement

    Some positioning tag-lines

    y Himalaya- the natural care and cure. y Himalaya- the scientific Ayurveda. y Himalaya- direct from the nature.

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