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Himalaya Face wash: Brand Associations And Lifestyle..

Presented By:- ANUP RAI 1

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HISTORY ESTABLISHMENT 1930 FOUNDER - M ManalTYPE - PrivateSECTOR- FMCGHEADQUARTER - BangaloreAREA SERVED - Global (92 countries)PRODUCE- Heath care products(Himalaya Herbal Healthcare) Most popular for - Neem face wash 2

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ISSUE INVOLVE IN THIS CASE The attributes and benefits of the brands associated with the lifestyles of the consumers.

Values related to brand association.

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Segmentation of Himalaya productThe company entered in market with 4 broad segments:-1.

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Pharmaceuticals

2. Personal careHealth care, oral care, hair care, baby care etc..

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3. NaturalsPure herbs, chavanprash etc..

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4.Animal health

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Market Share8

Studies on The Perception of Consumers regarding the Face Wash The Indian population had experienced a radical shift regard to lifestyle changes last decade. About 60% of Indian are below 35 and youth comprised a significant proportion. For Urban population professional personal grooming and used of branded personal care products had become everyday requirement.

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Face Wash Industry; Brand & SegmentThe face wash market in India is currently about 1,800 cr.Urban are more consumption of face wash then rural household.Key brand in the market Himalaya, Garnier, Lakme , Johnson & Johnson, Pond's, Everyuth. Himalaya was one of the main brand for face wash contributing to 23% of market10

Himalaya Company Growth..Himalaya is a Rs 1,000 cr brand growth growing at 26% CAGR in India and 35% CAGR internationally.

Himalayas consumer products division, skincare , growing at 30-35% every year.

It is the biggest contributor, contributing 50% of turn over.

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Popular face wash brands1. Himalaya Herbal Positioned as natural and herbal products that were soap free.

Its ads made use idea of problem solver to convey positive emotion.

The Neem Face Wash was position solution for common skin problems and hassle free and convenient skin care.12

2. Johnson & Johnson product Clean and ClearPositioned as a teenage girls skins best friend and as ideal for all skin types.

Available in three variants- the Daily care, the oil control and the acne clearing.

Contained antibacterial ingredients.

The ads focused on teenage girls as well as middle aged women and highlighted the need of teenagers. 13

3. EverYuth Positioned as anytime solution for refreshing face cleansing.

Its ads as providing purity, freshness and beauty.

Its available in four variants, which are being made from natural fruit extracts.

The Neem variant, the cream variant , the lemon face wash and the fruit face wash.

Commercial created the favorable associations of satisfaction, appreciation and confidence.

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TargetingThe main targeted segment was youth.

They targeted youth under the age of 18-25 years.

They are focus on skin problem.

Focus on the people who has faith on Ayurveda method.15

CASE ANALYSISThe purpose of case study was to help Himalaya expand the existing user base for face wash .

By using insight from the examination of brand association and lifestyle.

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For study , a sample of 53 female respondents (within age group 22to30 years) was chosen .

The data was collected in July and Aug 2011 in Bangalore through questionnaires.

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The objectives of the methodology was to convert the life style statement into values.

72 lifestyle statements were constructed and tested with values with five respondents.

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The lifestyle statement were constructed around 24 values that were relevant to target profile of face wash.

The responses from respondents were used to establish the relevance of a set of values of face wash users . 19

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Concept of Laddering

Concept of Laddering refers to the Various benefit level which a brand provides consumers.

In this concept company conducted consumer survey in December and its result lifestyle of consumer connected with various face wash brands.20

SWOT ANLYSIS STRENGTHS WEAKNESSSTRONG FINANCIAL BACK UPQUALIFIED STAFFPROVIDING CUSTOMERS WHAT THEY WANT TARGETING BOTH URBAN & RURAL MARKETSUSE OF NATURAL FLUORIDE IN PLACE OF FLUORIDE USED BY OTHER COMPANIESDUE TO HIGH PRICE OF THE PRODUCT UNAFFORDABLE FOR PEOPLE OF RURAL AREASAYURVEDIC PRODUCTGAINT COMPETITORS IN THE MARKET LIKE CLEAN & CLEAR, EVERYOUTH, GARNIER, NEVIA ETC.

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OPPORTUNITY THREATSHIGH INVESTMENT & GROWTH.GROWTH OCCUR BECAUSE OF ECO FRIENDLY.FOUND EVERY SHOP BECAUSE OF DAY BY DAY INCREASING SALE.GLOBAL MARKET SO INCREASING HIGH DEMAND GLOBALLY.COMPANY HAVE TO FACE A LOT OF COMPETITION FROM THE COMPETITORS ALREADY PRESENT IN MARKET.AS A COMPANY LAUNCHING NEW PRODUCT SO IT CHANCES TO FAILURE OF THE PRODUCT. IT IS AN AYURVEDIC PRODUCT SO THERE ARE MANY AYURVEDIC COMPANIES ALREADY EXIST IN THE MARKET.

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DIFFERENTIATE OF THREE FASH WASH BRANDSDescriptionHimalaya Face WashClean & Clear Face WashEveryuth Face WashCentral CharacterTeenager girl or middle-aged woman, who is concerned about the way she looks.Teenager girl, who is Independent in nature.Young women, who want to have an identity of their own.SettingProblem solving ApproachProblem solving ApproachProblem solving Approach

InfluencerFriend, Narrator

Friend, NarratorNarratorAnalysis of Adswhich guarantee an oil free face. face the problems of oily skin can oil free for 8 hours.Urban girls shows quickest solution for refreshed, clean, fair & soft skin.

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Inferred Consumer segmentTargeted women between the age of 16-25 who have oily skin are concerned about their looks.Targeted women between age of 16-25 who have oily skin who want to maintain a good appearance.Targeted women between the age of 19-30 who have busy lifestyle.Inferred Benefit SegmentOil balancing- skin soft, providing confidence.Neem- removing acne, skin clear.Deep action-skin oil free for next 8 hours.Foaming- removing acne & oil free.From this Brand- Refreshed and soft skin.Tri componentsAffective components such as feel-good factor, self-acceptance, embarrassment & confusion can be observed in the AID.Affective components such as feel-good factor, self-image, nervousness & confusion can be observed in the AID.Affective components such as feel-good factor, individualistic feeling & confidence are observed in the AID.Motivational functionSelf image & the benefits of the products.Target segment to boost their self image through the benefits of the brand.Boosting users self image & benefit of the product.

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Attribute & Benefits of the BrandAttributes/Important AspectsCategory BenefitsMany variantsGroomed looksMoisturizer/pH neutralRefreshed looksNatural/herbal ingredientsBeauty maintenance Antibacterial/germ protection Complexion enhancementValue for moneyFeeling of being benefitedUnique/special componentSpotless beautyCertificationSecurity of the offering

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TVC OF HIMALAYA

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TVC OF CLEAN & CLEAR

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TVC OF EVERYUTH

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CONCLUSION

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THANKS & HAVE A NICE DAY30