ABOUT THE COMPANY: -

The Himalaya Drug Company is an Indian company which is a leading player in the FMCG and
Pharmaceutical Market, and is ranked amongst the top 500 pharmaceutical companies in India. It
was founded in 1930 by M.Manal, he found the Rauwolfia Serpentina herb which led to the
formation of the world's first natural antihypertensive drug, Serpina. He believed in the healing
power of herbal drugs and wanted to launch products that would be used to treat different
ailments. This was at a time when herbal products were viewed with lot of skepticism. The
vision of Mr. Manal was to bring the traditional Indian science of Ayurveda to the contemporary
society. The company entered into the personal care segment in 1992, and Introduced Ayurvedic
pharmaceuticals & dietary supplements as well as Ayurvedic cosmetics & skin care products.In
about 90 years the company was able to establish itself as a Herbal pharmaceutical and wellness
brand. Liv 52 is Himalaya’s flagship brand and a top-selling herbal medicine. Also, many other
products like, Cystone, Septilin, Bonnisan, and Rumalaya forte, have become household names
by winning the trust of customers. Himalaya is a leading global herbal health and personal care
company with close to 500 products in over 100 countries, and has its R&D center based out of
Bengaluru in India. In recent years Himalaya has adopted a unified Brand Equity. It got an ISO
9001:2000 certification in 2003. In the year 2006 Himalaya Global Holdings, Ltd. Was set up as
a parent company on the Global Scale.

MARKETING MIX: -

Marketing Mix of a brand or company is an analysis which covers 4Ps (Product, Price, Place,
Promotion) and explains their marketing strategy. There are numerous marketing strategies like,
marketing investment, product/service innovation, customer experience etc. which help the brand
grow.

Marketing strategies helps companies achieve business goals & objectives. An analysis tool of
4P’s i.e. Product, Price, Promotion, Placement are used in product-based industry to assess the
business performance and develop strategies to meet the objectives.

PRODUCT

Himalaya provides products under seven different categories.

• Products for mothers,

• pharmaceuticals,
• wellness,
• personal care,
• Animal health,
• baby care
• nutrition health.

Under Pharmaceuticals it offers Herbal tablets and medicines which are promoted by well-
established doctors. The wellness category of products are used for addressing one’s lifestyle
related inadequacies. There are wellness products to improve weight, develop immunity, aid
digestion, improve memory etc. Himalaya has a new range of doctor endorsed baby products that
are produced and developed using naturally derived ingredients. The concern for allopathic
medicine’s side effects is an advantage for ayurvedic products Himalaya offers calcium
supplements for bone development in animals herbal feed supplements for fish, poultry and
livestock. Natural pet grooming products are also available under this brand.
 Revenue
Animal Care Wellness
5% 4%

Baby Care
15% Personal Care
42%

Pharmaceuticals
34%

Personal Care Pharmaceuticals Baby Care Animal Care Wellness

Strategies

Himalaya’s biggest marketing strategy was a shift from focusing Ayurvedic based products to
herbal personal care. Leading marketing approaches of Himalaya are “high quality”, “wellness”,
and “uncompromised” service. They have been able to supply the daily use products to the
customers at all times by keeping high standards.

Product Placement: -Himalaya Neem Facewash is a Fast Moving Consumer Good. It currently
is the cash cow for the company in the FMCG sector. Because it has low manufacturing and low
consuming cost that’s why they are called quick movers.

It holds a 24% Market Share in “Facewash” segment.

• It is sold in Pack Sizes of 15ml, 50ml, 100ml, 150ml and 200ml.

• It is a chemical free product which provides solution to the skin problems of the masses.
 • To increase the consumption Himalaya introduced Rs 15 pack and Rs 5 sachets.
Also, to increase consumption bigger packs were manufactured as the facewash is a
replacement to soap and is indispensable.

Branding

Logo: – 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 closeness to nature. The orange is symbol of caring through warmth, vibrancy and
commitment.

SUGGESTIONS

• With neem face wash Himalaya has made a mark in the market, consumers also came to
know the benefits of Ayurvedic medicinal products. Himalaya has potential in herbal
personal care products. But while advertising its main focus was the female consumer in
the market that belong to the young age category of girls as they are more prone to the
 pimples and most of the advertisements speaks about how chemical free the product is
and how effectively it cleanses the face with less harm to the skin
• Now that Himalaya has made its mark in the market, they also have products in the range
of men’s personal care which are not that well distributed and promoted. Targeting the
men’s personal care products like Himalaya MEN intense oil clear lemon face wash
that it specially designed for men’s skin has a lot of scope. The product already comes
under the brand so its authenticity won’t be the matter of concern as the other products
are already used by the consumer.

PRICING

Himalaya uses competitive pricing strategy to promote its products. The prices of Himalaya
products are a little above the common competitors since its products demand a value-based
pricing because of the ingredients that go into manufacturing the product. This has helped in
delivering the required perceived value and benefits that the brand promises and customer
satisfaction. Himalaya company has also been flexible with its pricing strategy in its marketing
mix. This has helped it to adapt quickly to competitor’s newer pricing strategies.

SUGGESTIONS
 • Main Competitors of Himalaya in FMCG Sector are Ponds,Lakme, Clearasil.
• While in the Pharmaceutical Sector are Dabur, Emami and Patanjali.
• Keeping fewer margins initially and a focus to reach the maximum buyers will definitely
bring success to the products in the long run. The company can bring various offers for
the product such as another free product on the purchase of one. Even can give discount
on the product or the most common practice is free extra quantity on the initial price.
Especially in the FMCG sector where there are a lot of competitors.
• In the Ayurvedic Medicine Market it enjoys a good market monopoly so they can even
rise their prices for a brief while if losses are incurred over in FMCG sector.

PROMOTION

The Companies use various strategies and methods to create awareness about their products and
their benefits in the Market. These promotional techniques are not only restricted to advertising,
but focus on creating demand for the product in a given Market demographic.

• Himalaya creates product awareness among its customers through direct marketing and
advertisements.
• Himalaya uses TV, online ads, print media ads, also in its marketing promotion and
advertising strategy.
• There is a customer care portal available to address product related issues and queries.
• The company has also endorsed celebrity-based ads to promote their products like, John
Abraham, Varun Dhawan, etc.

To focus on launching different products using the company’s herbal positioning. There are
various product trials such as sampling, information dissemination, advertorials and word-of-
mouth publicity, etc.
Some promotional campaigns by Himalaya;

• Himalaya launched its initial campaign of “Khush Raho Khushaal raho”.

Herbal Products gaining preference, and consumers prefer herbal solutions as
their first choice. With this Campaign they targeted the family-oriented sector
of the Market and promoted a Happy and Healthy life by using their Herbal
Products for General Wellbeing.

• Himalaya Lip Care’s new campaign “Ek Nayi Muskaan” raises awareness
for children with clefts. Himalaya Lip Care aimed to raise awareness about
cleft lip and support free cleft treatment for underprivileged children, in
partnership with international cleft charity, “Smile Train”. Through this
partnership, Muskaan aims to help raise awareness about cleft and ensure that
more children receive the cleft care they need at a younger age. A smile is an
expression of happiness, and with “Ek Nayi Muskaan”, they intend to create
more smiles by helping children achieve their dreams and live a fulfilling life.

• Himalaya’s New digital campaign #BecauseYouNeedTakingCareOfToo.

Himalaya launched a digital campaign #BecauseYouNeedTakingCareOfToo
for its brand-new personal care product line ‘Himalaya FOR MOMS, India’s
first herbal mother care range. This product includes Soothing Body Butter
(three variants- Rose, Lavender and Jasmine), Toning Massage Oil, Anti-Rash
Cream and Nipple Care Butter. The ad video captures the emotions of a
mother whose daughter is entering motherhood. The core idea behind the
campaign was that once a baby is born, moms have little time left to look after
their personal care needs and self-care is neglected. The video was an attempt
to emphasize its importance with the help of safe and herbal product range for
mothers.
• Recently Himalaya also is the official sanitizing partner in the Hero Indian
Super League which is currently ongoing in Goa. There are Himalaya pure
hands Sanitizers on display around the player dugouts during matches which
gathers good ratings on prime time tv.
SUGGESTIONS

Himalaya advertisements are given to the high TRP grossing programs and especially during
lockdown there’s an increase in TV viewing so it could be a golden opportunity to gain ads of
prime time shows, and live cricket matches for “men’s face wash”.

Social media plays a vital role in promotions as well. Himalaya can improve its Online presence
on OTT platforms, YOUTUBE ads and also on various other social media platforms for online
advertising.

PLACE

The company’s distribution channels are essential in getting it into the nooks and corners of the
Market. The demand for Ayurvedic products is higher in southern regions of the country whereas
the northern region is emerging as the fastest growing regional market for Ayurvedic products.
The Indian Ayurvedic market comprises of products like pharmaceuticals, dietary supplements,
Ayurvedic medicines and Personal care products.

• In the domestic market, it manufactures most of its products and distributes through a
chain of retailers and wholesale druggists. Himalayan ayurvedic products are also
exclusively sold in Himalaya Stores which are present across the country.
• Recently it underwent a Supply Chain modernization, with the focus on inventory and
warehouse management. A lot of Technological upgrading has been done as most of the
work was done manually earlier.

Overseas Market

• Himalaya earns around 50% of its revenue from international markets.

• It produces locally and sells it in the foreign market. The raw materials for
manufacturing are provided by the base company in India.
• It identifies a partner in the foreign country and the technology of manufacture and
know-how is transferred to them. Each store comprises of 60-70 sq.ft. self-contained
shops-in-shops format departmental stores and the exclusive retail stores are larger
 with 300 sq.ft. Himalaya products are available across 90 countries worldwide and
reaches out to millions of customers.

SUGGESTIONS

With the present COVID outbreak the market for pharmacy and medicine has swelled in general.
Asper the Ayush Ministry’s guidelines people were advised to improve their immunity by taking
various ayurvedic and herbal remedies. The Major competitors in this market are Himalaya,
Dabur, Patanjali, Emami. Recently Dabur launched an immunity kit, which consists of Dabur
products which are packed as a kit to cater to the need for immunity boosting herbal products.

Himalaya enjoys a big share in the ayurvedic medicine market and has a lot of products which
could meet this demand for these products.

Himalaya could launch its own Immunity kit and substitute every product Dabur offers in it and
sell it at similar price. Our proposed kit;

DABUR HIMALAYA

Items Offered in Immunity Price Items Offered in Price

Kit (Rs) Immunity Kit (Rs)
Chawanprash(250gm) 160 Chawanprash(500gm) 350
Imudab(500ml) 350 Liv52(250ml) 65
Honitus(250ml) 90 Tulsi(60tabs) 150
Stresscomm(30tabs) 120 Ashwagandha(60tabs) 150
Giloy 250 Guduchi(60tabs) 150
Churna/Ghanwati(100gm)
TOTAL 845 Total 865