Case Code : CLMM012
Publication date : 2005
Subject : Marketing Management
Industry : Pharmaceuticals
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Himalaya Drug Company (HDC), Market Research, Branding Strategy, Ayurveda, Ayurvedic Concepts, 'Dadima', Cable and Satellite Households, Advertising Strategies, Direct-to-Consumer Communication, Distribution Channel, Exclusive Outlets, Unilever, Procter & Gamble, L'Oreal, Mother Brand, Packaging, Re-branding, Brand Ambassador
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The caselet explains the strategy of the Himalaya Drug Company (HDC) to brand its products under "Ayurvedic Concepts" in 1999. It describes the promotional and retailing strategy followed by the company to market its new brand. Finally, the caselet examines the reasons behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.
The Company offers products in four segments - medicinal supplements, personal care products, pure herbs and animal health products. In 1999, HDC decided to refocus its branding strategy.
According to market research conducted by it, most consumers perceived Ayurveda as an age-old branch of medicine, which was revered but not accepted as being reliable for treating ailments...
Questions for Discussion:
1. In present times wherein companies are rushing towards celebrity and 'youth-centric' endorsements for their products, Ayurvedic Concepts' 'Dadima' took the Indian advertising world by surprise. Discuss the role of 'Dadima' in the success of Ayurvedic Concepts.
2. Ayurvedic Concepts was acclaimed as one of the significant marketing successes in the Indian consumer market. In view of the above statement, discuss the rationale behind the company's decision to bring all its brands under the umbrella brand 'Himalaya'. Do you agree with the company's decision? Justify.