The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5,000 year old system of medicine. The brand, the company analysed, is targeted at the modern Indian consumer who is willing to pay a premium for good medicine, and for those who believe in ayurveda .This is a good example of effective concept development. The current Himalaya logo is a visual definition of the brand. The leaf that forms the crossbar of the letter H evokes the company's focus on herbal healthcare. The teal green represents proximity to nature, while the orange is evocative of warmth, vibrancy and commitment to caring, associating the Himalaya brand with the promise of good health and well-being. The company entered 3 broad segments i.e.
1)Pharmaceutical - health maintenance, eye, cardiac and skin care, immune booster and cough control 2)Personal Care - Health Care, Oral Care, Hair Care, Skin Care and Baby Care. 3)Naturals - Pure Herbs, Chavanprash, and Honey.
4)Animal Health – Livestock, Poultry, Aqua and companion
Now it is clear that the company thought it to be fit to extend the brand in all areas where the construct “ayurveda”, “Natural” etc. are relevant. Moreover the brand has a non-contemporary appeal which can come in handy in the extensions. However, while it is very good that the brand has extended itself into areas where the brand extensions lends credibility to both the brand and the category, it is also important to analyse how much of the constructs can be infused into individual categories. While it may be perfectly alright to heavily emphasize the concept in a category like pure herbs. It may not be too appropriate to do the same in a category like Chavanprash and skincare. What I am trying to say is that though the brand has extended itself in the right categories it has not extended in the right manner. More appropriate would have been something on the...
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