HIMALAYA

GROUP MEMBERS
RICHA TIWARI SHALEEN AGARWAL PUSHPAK PANDEY GURDEEP SINGH ANSHUL JAIN RICHA KOHLI

ABOUT THE COMPANY

The himalaya drug company was founded in 1930 by Mr. Manal with a clear vision to bring Ayurveda to society in a contempary form and to unravel the mystry behind the 5000 years old system of medicine.

The company has focused on developing safe, natural and innovative remedies that will help people lead richer, healthier lieves. Today himalaya products have been endorsed by over 250000 doctors around the globe and consumer in 59 countries rely on himalaya for their health and personal care needs.

HISTORY
1930 Mr. M Manal formed the Himalaya Drug company. 1934 Launch of Serpina,the world s first hypertensive drug. 1955- Liv 52, a heptoprotective drug is launched and goes on to become one of the world s top selling drug. 1975- An advanced manufacturing facility is set up in Banglore.

HISTORY
1996 The company opens its US office at Houston, Texas. 1998 The animal health product range for commercial livestock is launched. 2001 The company adopts a new unified brand equity. 2005 Himalaya celebrates 75 years.

RESEARCH AND DEVELOPMENT

Himalaya has a well defined research and development policy. It states that no investment is too much when it comes to scientifically creating safe drugs and therapies. The company believes that the ideal healthcare system lies in the synergy between Ayurveda and modern science. Himalaya constant endeavor is to create innovative products that satisfy the health and personal care requirement of contemporary living.

CUSTOMER PERCEIVED VALUE

Customer benefit Product benefit - High Services benefit - low Personnel benefit - medium Image benefit - medium to high Total customer cost Monetary cost - medium Time cost - medium to low Energy cost - medium to low Psychological cost - low

 GeographicalRegion-All Over India,Global. City - Metro, Tier 1, 2

DemographicAge- Above 10 Year Old Income- Rs 15000/- PM Education- HSC, Graduate

Segmentation
Psychological SEC A1, A2,B1,B2 Lifestyle Culture Oriented Needs motivation - Social, Ego, Selfactualization Learning involvement - High Attitude Positive

 Competitor-HLL, Shahnaz Hussain, Dabur,Zandu.

Category Membership- Herbal Health Care POP- Natural, No side effects, Safe POD- Researched Ayurveda, Consistency And Quality of Herbs (e.g. Himalaya Shampoo Efficacy& Mildness)

Positioning
Product Category Positioning

 Communicating & Establishing POD s and POP s DADIMA as a Brand Ambassador Co Branding Initiative with Discovery Channel Attractive Point of purchase. Tag line GET ON WITH YOUR LIFE

Behavioural Loyalty Quality, Trustworthy Security Reliability Service effectiveness Service empathy History, Heritage, Experience
High Awareness Depth<Breadth