CASE STUDY: How ‘Himalaya’ gripped Digital Marketing to grow its Brand Performance?

Nov 23, 2016
image from dsim

What you will find in this Case Study?

  • The Himalaya story
  • Marketing plan for the Company
  • The Marketing Mix 4 Ps
  • Digital Marketing as a part of its strategy
  • Social Media Marketing
  • TV commercials
  • My Lakshya Campaign
  • Conclusion

The Himalaya Storyhimalaya-drug-dsim

The Himalaya Company was founded in 1930 by M. Manal with a vision that they want to serve humanity by launching Ayurvedic products and to unravel the mystery behind the 5,000 year old system of medicine.

The company started its operations in Dehradun; later spread its wings to Mumbai. In 1975, the company set up an advanced manufacturing facility in Makali, Bangalore, India.

81 years ago, on a visit to Burma, M. Manal got inspired and found that a villager pacifies the restless elephants by feeding it the root of the plant, Rauwolfia serpentina.

He was fascinated by the plant’s effect on the elephants; he made an extensive research on plant roots and scientifically was proved that roots had some characteristics to heel the animals.

After detailed research, the company launched Serpina, the world’s first anti-hypertensive drug in 1934.

These days Himalaya is using modern medical science techniques to rediscover and unravel of Ayurvedic secrets.

From the discovery of the company has focused on developing safe, natural and inventive remedies that will help people lead wealthier, healthier lives.

Marketing Plan for the Company

Himalaya Company’s marketing strategy can be defined as one of the most comprehensive yet important in the present times. Himalaya’s biggest marketing strategy was shift from focusing Ayurvedic ideas to herbal personal care. Leading marketing approaches of Himalaya are high quality, wellness, and uncompromised service with a smile. They are able to supply the products needed main by the customers at all times by keeping high standards.

Himalaya’s 4Ps Marketing Mix

The company is using marketing mix combination of 4Ps which stands for Price, Product, Promotion and Place.

himalaya-page-dsim

Product

Product includes of product variety, Quality, design, features, brand name, packaging, sizes, services, warranties, and returns. In short everything that is essential for a product to stand out in the eyes of its target audience.

Example: Himalaya Neem face wash is a product of great quality, has an exclusive tube design which makes it very appropriate to use and provides satisfying service to its customers.

himalaya-page-dsim

Price

Price is an attractive component of any product. Price consists of the list price at which it is itemized, discounts that the product offers and other concessions that it gives.

Himalaya products are reasonable and are available in various small and medium size packets which are very convenient to carry.

Promotion

Promotion includes the sales promotions, product promotions, advertising, public relations etc. The company promotes and advertises its product to make it reach to the masses and make people aware of the qualities and effects of the product.

Famous Personality endorsements are a big attraction for the customers to relate with the brand at much higher levels.

Example: Himalaya Neem face wash pitches itself as the teenagers’ product which satisfies to the teen’s pimples and acne problems.

Place

Place covers the channels, coverage, locations, magazines etc. wherever the product can be promoted.

Himalaya products manage to cover sufficient channels and magazines for its promotions and have achieved to place it among the top 3 or 4 brands.

Digital Marketing as a part of its strategy

Digital Marketing is significant for Himalaya’s continuous growth. In fact Himalaya is one of the pioneers of the companies that have a presence on the Internet. At Himalaya online business is not just another task but a critical one at that.

The key elements of Himalaya digital strategy is to engage with customers, attract new customers, provide helpful solutions and expert advice to address our customers’ personal care problems and build awareness for brand Himalaya and vast range of solution based herbal products.

The website interface is very nicely done. Himalaya decided to go in the trend of an online store. This allowed customers who chosen online shopping to purchase what they need. This has been a very fruitful part in Himalaya’s over all business.

himalaya-page-dsim

Social Media Marketing

Himalaya has widespread presence over social media. Its Facebook fan page with 2 million like & 8K followers on Twitter and a strong community boasts about its active engagement.

The company has also moved beyond social platforms to look at other digital platforms such as YouTube with 8K subscribers and microsites.

The company entered the men’s grooming segment recently; they launched a new microsite ‘HimalayaForHim’ to facilitate different kinds of conversations with the male consumers.

himalaya-drug-dsim

Recently, they launched ‘Cocoa Butter Body Lotion’ Facebook page dedicated to the flagship personal care product – #PurestCare. Here, Cocoa butter body lotion is positioned as your best friend who understands skincare problems in this winter season and offers solutions.

himalaya-drug-dsim

The choice of the digital medium depends entirely on the product at least as far as their personal care portfolio is concerned, digital is imperative. The Company will experiment and push the boundaries for brand Himalaya.

TV Commercials

Online marketing helps us strengthen the message and reach out to a wider audience. It also allows for greater creative investigation and deeper conversations.

A couple of months back they launched Fairness Cream – Himalaya Natural Glow Fairness Cream and supported it with a TVC that shows a high-achieving young girl being troubled by skin problems. The character in the commercial is already an achiever and the product steps into her life to solve her skin problems. They wanted to carry the confidence of the character into their online communication as well. The campaign planned centred on the ‘Challenge Accepted’ theme.

My Lakshya Campaign

Himalaya’s ‘My Lakshya campaign’ to enable people live their dreams, is using digital and social media to reach out to the young urban consumer. The company took a step further to explore a campaign that ties into the soul of brand Himalaya – a problem-solver and an enabler. This gave birth to ‘My Lakshya’, an exclusive campaign that redefines the value of living your dream.

Launched with a video that captures the value of fulfilling one’s dream and aims to bridge the gap between passion and career, the response has been fairly impressive. Social media is being leveraged effectively to spread the word.

The film, created by Web Chutney and directed by Sharad Kalawar took about six months from conception to execution and the core insight came from research interviews. ‘My Lakshya’ gives young adults an opportunity to pursue a career of their choice.

Conclusion

  • Himalaya is considered one of the best brands in the personal care segment.
  • The complete re-branding exercise and reorientation in the marketing strategy worked out well for the company.
  • As in the market they are launching Himalaya’s products. They have large number of products or competitors in the market.
  • They are committed towards their nation and people and nature as Himalaya is the natural herbal company so they are trying coming with new products to give value to the costumers and no doubt to the nature . They are trying to open the secrets of nature.
  • The company will try to maintain the brand loyalty of the product.
  • They have make marketing plan according to demand of their customers and in future they will do the same.
  • The company allocate 5% of total marketing spends for personal care to digital.
  • Their digital campaigns focus on raising awareness for their products.
  • The company has consumers in 67+ countries which rely upon Himalaya’s products.
  • Himalaya products have been endorsed by 300,000 doctors around the globe.
  • Confirmation of Himalaya’s dedication towards high quality and consistency in herbal care reveals as company was awarded with an ISO 9001:2000 certification in 2003.
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