Abstract

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’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing in pharma and healthcare industry
• Brand building in marketing management
• Role of retail strategy in marketing management
• and Pros and cons of umbrella branding.

Keywords

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