Case Study

Topics: Middle class, Ayurveda, Medicine Pages: 13 (3098 words) Published: March 26, 2011
K J Somaiya Institute Of Management Studies & Research
Himalaya Herbal Healthcare
A Brand Study
Neerav Agarwal
Roll No. – 02

Dr. Monica Khanna
K.J. Somaiya Institute of Management Studies and Research



Himalaya Herbal Healthcare in India| 3|
Main Content| |
1. Segmentation Targeting and Positioning| 4|
* Segmentation * Target Group of Customers * Current Positioning Strategy| 6| 2. Marketing Mix * Product * Pricing * Promotion * Place| 7| 3. Branding| 10|
4. Retailing| 11|
5. Macro Environmental Factors Affecting Virgin Mobile India| 12| 6. Theoretical Models to Develop Future Strategies| 13| 7. Planning Future Strategies for the Brand| 14|


Himalaya Herbal Healthcare

Eighty one year ago, on a visit to Burma, Himalaya’s founder, Mr. M Manal, saw restless elephants being fed by a root to pacify them. The plant from which this was taken is rauwolfia Serpentina. Fascinated by the plants effect on elephants, he had it scientifically evaluated. After extensive research, serpina, the world’s first anti-hypertensive drug, was launched in 1934.

This legacy of researching nature forms the foundation of Himalaya’s operation. Himalaya uses the tools of modern science to create pharmaceutical grades ayurvedic products. They have pioneered the research that has converted Ayurveda’s herbal tradition into a complete range of proprietary formulations dedicated to healthy living & longevity. Today, these products have found acceptance with medical fraternities and serve the health and personal Drugs needs of consumers in 71 countries.

Ayurveda or the science of life is an ancient, holistic system for diagnosis & treatment, perhaps the oldest system to be known to the humanity. Fundamentals to ayurveda are the well balanced combination of plants & other agents in synergistic formulas. At Himalaya, work has been done to pioneer the use of modern science to rediscover & validate ayurveda’s secrets.

After thorough research, the company launched Serpina, the world's first anti-hypertensive drug in 1934. Manal decided to bring Ayurveda at par with modern medicine and extend its benefits to the people in general. However, the company faced a lot of problems as the popularity of Ayurveda as a branch of medicine was on the decline due to the colonial rule and increasing scientific temperament of the masses.

Manal, however, continued his pursuit to develop medicines based on Ayurveda and concentrated extensively on research and development (R&D) to enhance the company's product range and quality. In 1950, Dr. Roshan M. Captain joined HDC, as the head of R&D.

Many popular drugs were launched during this period. Among the most notable of these was LIV-52, a hepatoprotective medicine released in 1955, which went on to become one of the highest selling drugs in the world.



The product category chosen by us is: Pharmaceuticals.

Indian pharmaceuticals market is predominantly health consciousness oriented. The primary segmentation is based on the price of the drugs and also the critical nature of the drugs. So we have traditional medicines, cough & cold based medicines, vitamins & minerals, analgesics, plasters & bandages, first hand kits & others.

Within business studies we focus on the most commonly used bases for segmentation: * Geographical bases (region, urban/non-urban environment...) * Demographic bases (age, gender, income, life cycle phase...) * Psychographic bases (lifestyle, values, personality...) * Behavioural bases (benefits, occasions, loyalty status, user...
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