himalaya herbal

5/23/2018 Himalaya Herbal

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HIMALAYA HERBAL CASE STUDY

Presented By :

Group 8Sahil Gupta

Vaibhav Aggarwal

Himanshu Sangar

Jai Chowdhary

Nupur Bagdi

Pratik Parakh


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What are the major findings about

the involvement levels of consumersin the oral care category that can be

understood from the participantsresponses regarding their habits and

practices with respect to the

category?


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High Involvement

High Involvement category requires customers to be involved in extensive buying behavior,

which is characterized by 3 aspects, namely:

Risk Reduction.

Enhancement of Self-Image.

Greater Degree of Gratification in having achieved an optimal choice after examining the

various alternatives in that category.


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Freshness Herbal Oral Health Niche

Frequency of

Brushing(Twice)

Low(5) Low(3) Moderate(11) High(17)

Frequency of visit

to Dentist

High(5) Low(1) Moderate(3) High(4)

Oral HealthProblems

Moderate(21)

High23) Moderate(20) Moderate(20)

Change

toothpaste on

dentists

recommendations

Moderate(2) Low(0) High(3) Low(1)


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How many respondents (in percentage) exhibit highand low/medium involvement with regard to the oral

care category, and express high/low cognitive and

affective associations with regard to each of the

brands ? How are the involvement levels associated

with each of the brands?


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Q2.a)

Segment High-Involvement

Consumers

Moderate-Low-

Involvement Consumers

Freshness 28% 72%

Herbal 40% 60%

Overall Oral Care 32% 68%

Niche: Problem Solving 64% 36%

Total Category 41% 59%


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Cognitive Beliefs by segment Affective beliefs by segment

Segment Strong

cognitive

belief

consumers

Low

cognitive

belief

consumers

Segment Strong

Affective

belief

consumer

Low

Affective

belief

consumer

Freshness 64% 36% Freshness 60% 40%

Herbal 64% 36% Herbal 44% 56%

Overall Oral

Care

56% 44% Overall Oral

Care

36% 64%

Niche 92% 8% Niche 72% 28%

Since in Niche Segment 92% of the respondents have strong cognitive beliefs therefore they

have a high involvement level, as cognitive beliefs require a greater amount of thinking process.


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How does low category involvement affect brand

attitude? Explain the inconsistency in those

instances where brand attitude overwhelms

category involvement.


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Low Category Involvement

Under Low category involvement consumers are not

concerned with the functional benefits of the brand.

As written in exhibit 6,the percentage of customerswhich have both strong cognitive and affective beliefs

are greatly influenced by the advertisements.

Advertisements plays a major role because if the

advertisement is not communicate properly then theconsumers can develop a difference brand attitude.


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Freshness(Tooth

paste)

Freshness(Brand) Oral

Care(Toothpaste)

Oral Care(Brand)

Fresh Breath 3.14 3.51 3.29 3.38

Great Flavor and

taste

3.42 3.54 3.35 3.26

Fights Cavities 3.51 3.57 3.48 3.42

Germ Fighting 3.32 3.45 3.23 3.35

Healthy Gums 3.42 3.38 3.38 3.26

Tooth decay 3.48 3.42 3.26 3.29

Oral Health

Problems

3.35 3.48 3.26 3.35

Healthy teeth 3.45 3.57 3.42 3.42

Tooth Ache 3.38 3.26 3.42 3.38

NaturalIngredients

3.54 3.32 3.45 3.11

Whitens Teeth 3.42 3.32 3.29 2.98

Dentist

Recommended

3.35 3.2 3.35 2.86

Dazling Smile 3.48 3.29 3.4 3.32


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How many consumers expressed consistency

between the strength of their cognitive beliefs

and the strength of their affective beliefs

associated with their respective brand choices?How can any inconsistencies in the same be

explained?


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Consumers expressing consistency

46% of the total respondents had a

consistently strong belief for both the

cognitive as well as the affective aspects of

the brand.

24% of the total respondents had neither

strong cognitive beliefs nor strong affective

beliefs.


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Inconsistencies

7% of the consumers have Weak cognitive andstrong affective beliefs which means that theyhave relatively low involvement of the consumeras the consumer is not looking for the functional

benefits of the product but is rather moved bythe emotions displayed in the advertisement.

23% of the consumers have strong cognitive andweak affective beliefs given in the exhibit 2 which

means that that the consumers are focused moreon their functional benefits and rather than theemotional benefits.


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Taking into account the category-level and

segment-level analyses, what kind of implications

are relevant at the segment level (for each

segment)? How do consumer beliefs relate to the

positioning of brands in each segment?


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FMCG

Household

Care

Personal

Care

Food &

Beverages


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Category level analysis

In 2010, FMCG Sector was valued at $18 Billion.

In 2015 it is likely to grow to $33 Billion.

Average Spent by a consumer on personal care (Oral,

Hair, Skin care) is 8% of his personal income.

Reasons for the growth of personal care segment

- Discretionary spending

- greater attention to personal hygiene

- proliferation of new media channels


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Consumers gave more importance to hair and skin

care rather than oral care

- 28% brushed twice a day

- 68% never visited a dentist- 87% do not consider visiting a dentist as a preventive

measure

According to WHO, 98% of the indians suffer from

oral health problems.


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Segment level analysis

Attitude: High involvement in niche segment

High Involvement in niche segment


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The product in Freshness segment is very well able to connect with the consumers in both

Cognitive and affective beliefs as it is well above 64% & 60%

The product in herbal segment is not able to connect with the customers demand as it is well

Below 64% and 44%

Product in Niche segment has been able to connect well with the customers as it has

Outperformed 92% and 72%


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What kind of recommendations would you

provide for the Himalaya brand after taking into

consideration the responses to questions 1-5?


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Recommendations

Need to enter into niche/ problem solving segment

For the herbal segment, make an emotional connect with the

consumers

Within a given category, product variant for economy tier

High affective belief of 60% in freshness category as compared to a

low 44% in the herbal category-company can en-cash on adding a

freshness element in the niche segment.

Market products through dermatologists

Stress on functional and emotional benefits

Advertise (like colgate and HUL)


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What should the positioning dimensions ofHimalaya be, and how can it be differentiated?

How can Himalaya create an attitude towards its

ads/brand to convey its differentiated proposition?


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Positioning Dimension

The company should position itself as atoothpaste fore specific oral care needs.

It should be seen separately from a basic care

product. It should convey an image of an advanced

care product in the minds of a consumer.

The added element of freshness can be adifferentiating factor from other products inthis category.


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