MARKETING PROJECT REPORT

Corporate Profile of Himalaya

Submitted by

Simran George
Class: 12 Com C

Subject: Marketing

THE INDIAN HIGH SCHOOL

DUBAI
May, 2013
 THE INDIAN HIGH SCHOOL, DUBAI

BONAFIDE CERTIFICATE

Certified that this project report “Corporate Profile of Himalaya” is the

bonafide work of “Simran George” who carried out the project work
under my supervision.

SIGNATURE
Acknowledgements

 This project report has been completed with the

unmatchable guidance of my Marketing teacher,
Mrs. Girija Krishnan, to whom I am very grateful.
spending
I would like to thank the respondents for
their time for answering the
questionnaires.
who Lastly, I would like to thank my friends and family
have helped me throughout this project report.
Table of Contents
Introduction
The Himalaya Drug Company is a company established by M. Manal in 1930 and
based in Bangalore, India. It produces health care products under the name Himalaya
Herbal Healthcare, which include ayurvedic ingredients. It is spread across locations in
India, the United States, the Middle East, and Europe, while its products are sold in 60
countries across the world.
History
Himalaya's story began way back in 1930. A curious young man riding through the
forests of Burma saw restless elephants being fed the root of a plant, Rauwolfia
serpentina, which helped pacify them. Fascinated by the plant's effect on elephants,
this young man, Mr. M. Manal, the founder of Himalaya, wanted to scientifically test the
herb's properties.
With no money and only a pocketful of dreams, he pawned his mother's jewelry to
buy a hand-operated tableting machine. The years that followed were a time of
endurance and a test of the young man's patience, strength and passion. He spent
his days learning about herbs from neighborhood healers and his nights working on
the machine to make a few hundred tablets. His vision was to 'bring the traditional
Indian science of Ayurveda to society in a contemporary form'.
In a time when herbal products were regarded with scepticism, our founder's belief in
the healing power of herbs was unwavering. He felt that if people were offered safe and
effective herbal medicines, they would come to accept them as part of their healthcare
routine. He believed that herbal medicines could and should be evaluated on the same
quality and efficacy parameters as conventional medicine. This was possible through
empirical research. Once scientific research proved that herbal products worked, even
doctors could be won over. This was a big dream with big challenges. But he
persevered on despite the obstacles.
After four years of researching the herb Rauwolfia serpentina, Serpina®, the world's
first natural antihypertensive drug was launched in 1934.

The discovery set the future course for Himalaya. It taught us the value of scientific
research. It also taught us the importance of patience, passion and perseverance. We
have since focused on converting Ayurveda's herbal tradition into a range of
proprietary formulations dedicated to healthy living and longevity.

In 1955, Himalaya introduced Liv. 52 (a liver formulation that ensures optimum liver
function). The product soon became our flagship brand and a top selling herbal
medicine. Other brands soon followed including Cystone, Bonnisan and Rumalaya
forte, products that went on to become household names.
In 1999, Himalaya entered the personal care segment under the brand name 'Ayurvedic
Concepts'. This was unchartered territory which brought with it new challenges and new
opportunities for learning. People around the world were waking up to the benefits of
herbal and natural products for their personal care needs. Himalaya had close to seven
decades of research experience in herbal medicine and this legacy had helped the
company understand the world of herbs. The company started producing herbal
personal care products that were mild, gentle and gentle for the customers. The
company’s guiding philosophy was to develop a range of personal care products
rooted in Ayurveda and backed by research, a mainstay of the Himalaya brand. By
remaining true to the research ethic, the company built credibility for on their range of
herbal personal care products and gained the trust of their customers.

With the huge expansion in their range of products and growth in international
markets, Himalaya underwent a rebranding where the entire range was brought under a
single umbrella- Himalaya Herbal Healthcare. With the present portfolio of
pharmaceuticals, personal care, baby care, well-being and animal health products,
Himalaya has evolved into a 'head-to-heel' herbal wellness company.

Today, the Himalaya brand is synonymous with safe and efficacious herbal products.
Starting off operations in Dehradun way back in the 1930s, the company later spread
its wings to Mumbai and across the country. In 1975, the company set up an advanced
manufacturing facility in Makali, Bangalore, India. In 1991, the company relocated its
R&D facility to Bangalore.
The company operates in over 90 countries, their products are prescribed by 400,000
doctors worldwide, and millions of customers trust us for their health and personal
care needs. Himalaya Global Holdings Ltd. (HGH) is the global headquarters of all
Himalaya subsidiaries.
Himalaya’s Timeline
Himalaya’s Mission
Himalaya's mission is to make herbal wellness a part of every home. They want to be
the most trusted company in scientific herbal healthcare and most admired for their
ethics, values and commitment to sustainability.

Their mission statement reads:


“Establish Himalaya as a science-based, problem-solving, head-to-heel brand,
harnessed from nature's wealth and characterized by trust and healthy lives.”


“Develop markets worldwide with an in-depth and long-term
approach, maintaining at each step the highest ethical standards.”


“Respect, collaborate with and utilize the talents of each member of the
Himalaya family and the local communities where Himalaya products are
developed and/or consumed, to drive our seed-to-shelf policy and to rigorously
adopt ecofriendly practices to support the environment we inhabit.”


“Ensure that each Himalaya employee strongly backs the Himalaya promise to
exceed the expectations of the consumer, each time and every time. Nothing
less is acceptable.”

At the heart of the Himalaya’s mission is the belief that good health should be
accessible to everyone, and they strive to make this possible through their
commitment to science-driven herbal healthcare.
Himalaya’s Beliefs

Life at Himalaya is about being committed to integrity, accountability,

fairness, transparency and innovation.

Integrity: They value the trust their customers, business partners and other
stakeholders have placed in them. By being truthful, consistent and honest in everything
they do, they honor this trust.

Accountability: They are accountable both internally to their team and externally to
their stakeholders. Systems and processes help them ensure accountability at every
step.

Fairness: They remain firmly committed to their rules and are guided by their ethics.
This helps them make impartial decisions and treat all parties fairly.

Transparency: Being open in our dealings is integral to our work ethic. Whether it is
interacting with farmers who grow their herbs, vendors who supply them materials
or customers who buy their products, they believe that transparency helps them
make partners for life.

Innovation: Bringing ideas out of the lab and into the real world is the kind of
innovation they pursue. It inspires them to discover new medicines and
develop new products that go onto make life healthier and happier for people.
Product Decisions
Product Positioning
Product Positioning refers to the manner in which a product is offered to a particular
customer of a particular segment for the aim to meet the customers need. This is
technically defined as ‘a process of identifying the needs of market segments group
of customers with common characteristics, products strengths and weakness and the
extent to which competing products are perceived to meet customer needs.’

As the world becomes increasingly interested in homeopathic and traditional methods

of medicinal care, ayurvedic practitioners have a chance to cash in on India’s
traditional medicine derived from the Vedas.

The brand owners at Himalaya Drugs realized the great strength in ayurvedic research and
jumped at the opportunity to cash in on a large and growing market for healthcare
products. In 1999 Himalaya launched a range of offerings under the brand Ayurvedic
Concepts. The products were meant for use by all, children, men and women.
The brand targeted the modern Indian customer who was willing to pay a premium for
good medicine as well as those who believed in ayurveda but were not inclined to go
to a traditional ayurveda clinic.

Product Branding
The Himalaya brand has much in common with the mountain range from which it
draws its name. For centuries, the Himalayas have been an icon of aspiration and of
man's quest to unlock nature's secrets. They represent purity and lofty ideals. The fact
that several of our herbs are sourced from this region emphasizes our brand's
connection with the Himalayas.

A logo is a visual definition of a brand identity. The leaf that forms the crossbar of
the letter H represents the company's focus on herbal healthcare. The teal green
reflects closeness to nature, while the orange is evocative of warmth, vibrancy and
the company’s commitment to caring.

Each and every product that carries this logo is backed by the high quality that is
Himalaya's hallmark. The Himalaya brand carries with it the promise of good
health, well-being and a prescription for good living.

Product Diversification
Product Diversification refers to the product expansion in the depth and/or in width.
Himalaya started out as an ayurvedic medicine company. But now, they are a leading
distributor of health-care products for women, men, children and even animals. They
have started their own range of personal care products that would be gentle, but
effective on the skin which includes face creams, masks, packs, cleansers, etc. Also, a
range of hair care products as well as oral care products have been introduced.
Product Innovation
Innovation is the adoption of a new idea, product or process which is prospectively
useful. Himalaya's history is one of innovation through research. Their quest to
produce natural, safe and effective remedies has been driven by several factors: an
enduring belief in the power of ayurveda, a close observation of nature and the
systematic application of primary research methods for validation and testing. They
believe that the ideal healthcare system lies in the synergy between ayurveda and
modern science. It will be their constant endeavor to create innovative products
that satisfy the health and personal care requirements of contemporary living.

The latest product launched by Himalaya is that of PureHands. PureHands is a herbal

hand sanitizer which contains moisturizers, which prevent skin irritation and dryness
seen commonly with routine hand washing. PureHands keep the hands clean, soft,
smooth and fresh all the time. PureHands is a self-drying gel, with no soap, water or
towel required after use, hence eliminates the risk of recontamination.

Product Life Cycle of Himalaya

The product life cycle is an important concept in marketing. It describes the stages a
product goes through from when it was first thought of until it finally is removed
from the market. The different stages are,

Introduction: This is in the early stage when the product is introduced in a market,
sales revenue begins to grow but the rate of growth is very slow. Profits may not be
there as we have low sales volume, large production and distribution costs. Heavy
advertising and sales promotion may be required. Products are bought cautiously
on trial basis. Weakness may be revealed and they must be promptly removed. Cost
of marketing development and design are considered critical.

Growth: It is the period during which the product is accepted by consumers and the
traders. During the growth stage, the rate of increase of sales turnover is very rapid.
Profits also increase at a accelerated rate. In spite of competition there may be rising
sales and profit. Top priority is given to sales by the firm and then quality
maintenance may have second priority.

Maturity: During this stage keen competition brings pressure on prices. Increasing
marketing expenditure and falling prices will reduce profits. Additional expenditure
is involved in product modification. Marketers have to adopt measures to stimulate
demand and face competition through additional competition and sale promotion.
overall marketing effectiveness becomes the key factor in this stage.
Saturation: The saturation point occurs in market when all potential buyers are using
the product and we have only replacement sales. Prices in this stage may fall rapidly
and profit margins may become small unless the firm makes substantial improvements.

Decline: Once the peak or saturation point is reached product inevitably enters the
decline stage and becomes obsolete. It may be gradually displaced by some new
innovations. Sales drop severely and the product cannot stand in the market. A
marketer must try to keep new products ready to fill up the gap created by the demise
of existing products. At this stage price becomes the primary weapon of competition,
and we have to reduce considerably expenditure on advertising and sales promotion.
cost control becomes the key to generate profits

Himalaya has a PLC pattern of growth-slump-maturity. The main characteristic of

this pattern is that sales grow rapidly when the product gets introduced in the
market for the very first time. Gradually, the demand for decreases and then
becomes stagnant, reaching its maturity stage.

It can be said that demand fell into a ‘petrified’ level is sustained by buying the
product the first time and early adopters replacing it.
Marketing Mix of Himalaya

Product
Himalaya produces, sells, and distributes pharmaceutical-grade ayurvedic drugs and
therapies for customers in India and internationally. It offers pharmaceutical products
for children, women, men, and general health; herbal and oral care products; skincare
products, including body lotions, face packs and tonners, facial cleansers, fairness and
lip care products, moisturizers, skin nutrients, and soaps; and dental creams. The
company also provides hair care products, including anti-dandruff hair creams, oils,
and shampoos; protein conditioners shampoos and hair creams; and anti-hair loss
creams, fall hair oils, and fall shampoos. In addition, it offers capsules, acne-n-pimple
creams, antiseptic creams, cold and pain balms, honeys, muscle and joint rubs, pain
massage oils, and teas; natural intensive and sun protection lip balms, face scrubs, oil
control lemon face wash products, and oil control lemon foaming face wash products;
and natural drugs for livestock, poultry, aquacultures, and companion animals. Further,
the company provides baby care products, including gentle baby bath products and
shampoos, diaper rash creams, moisturizing baby soaps, nourishing baby oils, gentle
baby wipes, and baby care gift packs; and baby creams, lotions, and powders.

1. Pharmaceuticals
Inspired by Ayurveda, Himalaya's pharmaceutical range, promoted exclusively
through doctors, addresses multiple health conditions. Their 60 strong
product portfolio includes therapeutics, wellness products, prescription
dermaceuticals and oral health products for men, women and children.
Their phytopharmaceutials address lifestyle disorders, chronic illnesses like
diabetes and osteoporosis and life-threatening diseases like Hepatitis B.
Their complete range of preventative care products enhance immunity and
assist in the management of health. Derived from herbs, each product is backed
by eight to ten years of research, undergoing clinical trials, mutagen studies and
toxicity tests to ensure safety and efficency.
 Category Products
Children’s Health Bonnisan, Bonnispaz, Bresol, Koflet,
Mentat, Septilin, Liv.52, HiOwna-Jr., HiOra-
SG Gel
Women’s Health Evecare, Lukol, Menosan, V-Gel, Renaika,
Reosto, Styplon

Men’s Health Confido, Himcolin, Himplasia, Speman,

Tentex Forte, Tentex Royal

Abana, Bleminor, Bresol, Clarina Anti-Acne

Cream, Clarina Anti-Acne Face Wash Gel,
Clarina Anti-Acne Face Mask, Clarina Anti-
Acne Kit, Clearvital, Cystone, Diakof,
Diabecon, Diabecon DS, Diarex, Gasex,
General Health Geriforte, Hairzone, Herbolax, Himcocid,
Himcospaz, Purim, Koflet, Koflet Lozenge,
Koflet-H Lozenge, Liv.52, Liv.52 DS, Liv.52
HB, Mentat, Mentat DS, Opthacare, Oxitard,
PartySmart, Pillex, Renalka, Reosto,
Rumalaya, Rumalaya Forte, Rumalaya (gel),
Rumalaya (liniment), Septilin, Serpina,
Talekt, HiOra Mouthwash

Amalaki, Arjuna, Ashvagandha, Bael,

Brahmi, Gokshura, Guduchi, Haridra,
Hadjod, Kapikachhu, Karela, Lasuna,
Pure Herbs
Yashtimadhu, Manjishtha, Meshashringi,
Shallaki, Punarnava, Neem, Shatavari,
Shigru, Shuddha Guggulu, Sunthi, Tagara,
Trikatu, Triphala, Tulasi, Vasaka, Vrikshamla

HiOra Mouthwash, HiOra-GA Gel, HiOra-

Oral Care SG Gel, HiOra-K Toothpaste, HiOra-Shine
Toothpaste, HiOra-K Mouthwash
Bleminor, Clarina Anti-Acne Cream, Clarina
Derma Care Anti-Acne Face Wash Gel, Clarina Anti-
Acne Face Mask, Clarina Anti-Acne Kit,
Clearvital, Hairzone, Talekt
2. Personal Care
Himalaya's personal care range was born out of the research strength of their
pharmaceutical products. By bringing the credibility of their pharmaceutical
research to their personal care portfolio, they offer solution-based products that
cater to the customer’s daily personal care needs. The range offers the
goodness of natural solutions for everyday use, with no side effects. Made from
herbs that are gentle and safe, their range includes skincare, haircare, oral care
and healthcare products.

Category Products
Hair Oils Anti-Hair Fall Hair Oil, Anti-Dandruff Hair
Oil
Anti-Hair Fall Shampoo, Anti-Dandruff
Hair Shampoo – Soothing & Moisturizing, Anti-
Cleansers Dandruff Shampoo – Volume & Bounce,
Protein Shampoo – Softness & Shine,
Protein Shampoo – Gentle Daily Care,
Hair Care Protein Shampoo – Extra Moisturizing
Protein Conditioner – Repair &
Conditioners Regeneration, Protein Conditioner –
Softness & Shine, Hair Detangler and
Conditioner
Hair Anti-Dandruff Hair Cream, Anti-Hair Loss
Nutrients Cream, Protein Hair Cream
AyurSlim, Cold Balm, DigesTea, FootCare
Cream, GreenTea, Kajal, KofTea, LaxaTea,
Health Care LeanTea, Muscle & Joint Rub, Pain Balm,
Pain Massage Oil, PureHands, SleepTea,
StressTea
Purifying Neem Face Wash, Purifying
Neem Foaming Face Wash, Clarifying
Face Wash Fairness Face Wash, Gentle Exfoliating
Daily Face Wash, Gentle Hydrating Face
Wash, Oil Control Lemon Face Wash, Oil
Control Lemon Foaming Face Wash
Skin Care Purifying Neem Scrub, Gentle Exfoliating
Face Scrub Walnut Scrub, Gentle Exfoliating Apricot
Scrub, Clear Complexion Whitening Face
Scrub
Clarifying Mud Pack, Refreshing Fruit Pack,
 Face Packs
Purifying Neem Pack, Fairness Face Pack,
Almond & Cucumber Peel-Off Mask
Cleansers Refreshing Cleansing Milk, Refreshing &
Clarifying Toner
Revitalizing Night Cream, Anti-Wrinkle
Skin Cream, Nourishing Skin Cream, Under Eye
Nutrients Cream, Fairness Cream, Protective
Sunscreen Lotion
Moisturizers Nourishing Face Moisturizing Lotion,
Skin Care Intensive Face Moisturizing Lotion
Lip Care Lip Balm, Natural Moisturizing Lip Butter,
Natural Intensive Lip Balm, Natural Sun
Protection Lip Balm
Foot Care Footcare Cream
Intensive Moisturizing Body Lotion,
Body Nourishing Body Lotion, Protecting Body
Lotions Lotion, Aloe & Cucumber Refreshing
Moisturizer
Soaps Moisturizing Almond Soap, Nourishing
Cream & Honey Soap, Protecting Neem &
Turmeric Soap, Refreshing Cucumber Soap
Complete Care Toothpaste, Active Fresh
Oral Care Gel, Sensitive Toothpaste, Sparkling White
Toothpaste

3. Baby Care
Himalaya's doctor-endorsed Baby care range from naturally derived
ingredients is thoroughly assessed for mildness to baby's delicate skin, hair and
eyes. Keeping hygiene and baby's comfort as our topmost priorities, the
products address conditions like diaper rash and infantile dry skin. The following
are the products in the Baby care range:
 Baby Cream  Babycare Gift Pack
 Baby Lotion
 Babycare Gift Jar
 Baby Massage Oil
 Babycare Gift Box
 Baby Powder
 Babycare Gift Box Mini
 Diaper Rash Cream
 Babycare Gift Basket
 Gentle Baby Shampoo
 Gentle Baby Bath
 Gentle Baby Wipes
 Gentle Baby Soap Extra Moisturizing Baby Soap
 Refreshing Baby Soap
 Nourishing Baby Soap
 Price
Price is normally expressed in monetary terms. It is worth of a product or service in
monetary terms. Price is the value which a buyer passes on to the seller in lieu of the
product or service provided. Price is a crucial determinant of the fact whether the
exchange between the buyer and seller should materialize or not. While pricing the
products three main factors should be kept in mind -:

1. Cost
2. Competition
3. Consumer Demand

Himalaya has stepped up the pace of new product launches and is investing ad spend
and marketing. The entire product portfolio is also tweaked to include premium
offerings such as more variants under almost every category. Over the last two years,
Himalya has maintained its operating margins through judicious price hikes across
products and reduction in pack sizes. The three main factors affecting the pricing
strategies have been discussed below -:

I. Cost
One of the most important factor to take care while pricing is the cost costs set the floor
for pricing decisions. There are two types of cost variable cost and fixed cost. It is
important that the price should recover all costs including a fair return for undertaking
the marketing effort and risk.
II. Competition
Competition is another important consideration while pricing. When a firm does not
face any competition it can enjoy complete freedom in fixing its price. But when there
are competitors selling the same or similar products, the pricing freedom is
considerably reduced. Its price must fall in line with the competitors. Similarly Himalaya
also has many competitors. But Himalaya’s top selected competitors are:-
1. Hindustan Unilever Limited
2. Proctor and Gamble
3. Colgate Palmolive
4. Johnson and Johnson
5. Uniliv etc.

III. Consumer Demand

Himalaya learnt that the majority of Indian population tends to go towards the
Indianised natural and herbal products a long time ago. Thus, they made it their USP.
Himalaya is efficiently leading the market with this product range, providing the
customers with special products easily.

Ultimately, Himalaya follows the pricing strategy of price penetration. Penetration

pricing is the pricing technique of setting a relatively low initial entry price, to
attract new customers.
Place
Place in the context of marketing mix refers to a set of decisions that need to be taken
in order to make the products available to the customers for purchase and
consumption. Making the products available to the customers require development of
channels of distribution and physical distribution of products. A channel of distribution
refers to the path taken by the goods in their movement to the customers. For instance,
the shampoo we use is manufactured in the factory of a company Himalaya. But before
it reaches us it passes through the hands of many middlemen who help it come to you
in right time, at right place and in right quantity. Himalaya has a Multi-Channel
Distribution System.

 Traditional Approach
Company -> C&F Agents -> Wholesaler -> Retailer -> Customer
From the manufacturing plant the stock is transported or supplied to clearing
and forwarding agents. Clearing and Forwarding Agents is a third party and
Himalaya gives contract to them, so company has nothing to do in building the
relationship with them. Here C&FA keep or stock the goods with them. They
charge Himalaya for stocking the good and even Himalaya don’t mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance. The products are then distributed to wholesalers.
Wholesalers supplies goods to retailers and tries Persuading retailers to give
the brand special displays (using merchandising tools) to get affective brand
presence, and arranging it in more noticeable manner. Retailers are backbone
of the company as they are the one who can take the product on new heights
or can bring it down to toes. Retailers are the ones who have direct contact
with the customers.

 Online Portals
The customers can access Himalaya’s website and place their orders for
products. Through this strategy, Himalaya directly sells its products to its
customers by eliminating middle men. The customer only has to pay for the
market cost of the product and not the additional charges (shipping charges).

 Franchises
Franchise is a form of business organization in which a firm which already has a
successful product or service (the franchisor) enters into a
continuing contractual relationship with other businesses, individuals, or
groups. Through this strategy, middlemen can be minimized and direct selling
takes place. Himalaya has only 2 main outlets in India.
Promotion
Himalaya’s promotional strategies include:

 Promoting Ayurveda, which in turn will promote Himalaya’s products.

 Three-point objective plan of advertising campaign spanning print,
electronic and outdoor media.
 Brand icon- The “Granny” conveying her knowledge of age-old health tips and
Himalaya Products
 Offering promotional displays, coupons, sample or demos, posters, etc.
 Shelf-talkers in the cosmetic-care section of Hypermarkets.
 Equity amongst ayurvedic doctors will increase the promotion.
 Promotional Events, Press Conferences, etc.

SWOT Analysis of Himalaya

Strength Weakness
 Strong Brand image and Global  Not fully integrated with
Presence. mainstream markets.
 Himalaya is recognized world-wide  Low level of entrepreneurial
as a pioneer in Ayurvedic and aggressiveness.
Herbal Products.  Competitors like Dabur.
Opportunity Threat
 World-wide natural and traditional  Risk of new entrants and substitute
approaches to products are being products.
welcomes.  Shifting consumer loyalties.
 Growing adaptability to Innovative  Manufacturing costs and processing
Products. costs are high.
 Untapped Rural Market.
Survey through Social Media Tools (Facebook)
Responses:
Tables and Graphs

Q. Have you heard of Himalaya Herbal Care?

Response Options No. of Responses

Yes 9
No -

Himalaya Herbal Health Care

Yes
No
Q. Have you purchased any Himalaya Product?

Response Options No. of Responses

Yes 9
No -

Himalaya Product

Yes
No
Q. If yes to the previous question, which type of product did you purchase?

Response Options No. of Responses

Pharmaceuticals -
Personal Care 9
Baby Care -

Type of Product

Pharmaceuticals
Personal Care
Baby Care
Q. Where do you purchase Himalaya products from?

Response Options No. of Responses

Supermarkets 4
Hypermarkets 4
Pharmacies 1

Place of Purchase

Supermarket
Hypermarket
Pharmacies
Q. Which feature of Himalaya influences you to buy their products?

Response Options No. of Responses

Use of Ayurvedic and Natural Ingredients 1
Quality 8
Brand Reputation -
Price -

Features

Use of Ayurvedic and Natural

Ingredients
Quality

Brand Reputation

Price
Q. How do you come to know about the new products launched by Himalaya?

Response Options No. of Responses

Television/Radio 4
Newspaper/ Magazine -
Billboards -
Promotions 4
Word of Mouth 1

Promotion

Television/Radio
Newspaper/Magazine
Billboards
Promtions
Word of Mouth
Conclusion
From the survey, the following can be concluded:

 All the survey respondents have heard about Himalaya Herbal Health Care.
 All the survey respondents have bought a product from Himalaya Herbal
Health Care.
 The survey respondents have bought products from the Personal Care range.
 The products are bought from Hypermarkets and Supermarkets.
 Quality is the main consideration for which the product is bought.
 Promotions and Television are the means through which the respondents
come to know about the new products launched by Himalaya.

Competitors
Given Below is a Segment Wise Competitor list:
Category of Himalaya’s Share Main Competitors
Products
Pharmaceuticals 70% Udiliv

Personal Care 40% Hindustan Unilever

(HUL) and Procter
and Gamble (P&G)
Baby Care 5% Johnson and Johnson

Himalaya is also competing with Dabur in the marketing of Chyawanprash. Dabur has
an upper-hand in the Chyawanprash market because of the higher popularity and
advertisements with big icons like Amitabh Bachchan. Dabur also has various
variations in their Chyawanprash range, something which Himalaya has failed to
achieve. Chyawanprash is one of the anti-aging supplements, which is purely herbal in
nature. It has Amla as its main ingredient, which is a powerful antioxidant. It has
various benefits, namely:

 Chyawanprash is a rejuvenative and balances three kinds of doshas in the body.

 It eases constipation. It is believed that Chyawanprash purifies blood,
eliminates toxins and is beneficial to liver.
 It is also said to fight bacterial skin infections and improve complexion.
 It promotes absorption of calcium, leading to stronger bones and teeth.
 It also improves muscle tone by enhancing protein synthesis.
 It is especially beneficial for cough and asthma patients.
Press Reports of Himalaya
November 2012
Appendix – I (Pictures showing 4Ps)
Product

 Pharmaceuticals
 Personal Care Products
 Baby Care
Place
Promotion
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 www.indiamart.com
 investing.businessweek.com
 www.writework.com
 www.projectfever.com
 easyayurveda.com