Abstract

The case examines the marketing strategies adopted by the leading Indian herbal healthcare company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement campaign for its personal care product range ‘Ayurvedic Concepts.’

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the issues involved in building the brand image of a product like Ayurvedic Concepts and the role of advertising in building the brand image. Understand the pros and cons of umbrella branding for a company

Keywords

Brand ambassador, product development, advertisement campaign