HIMALAYA GROUP MEMBERS RICHA TIWARI SHALEEN AGARWAL PUSHPAK

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

• Geographical. Region-All Over India, Global. City - Metro, Tier 1, 2 Demographic. Age- Above 10 Year Old Income- Rs 15000/- PM Education- HSC, Graduate

Segmentation • Psychological • SEC – A 1, A 2, B 1, B 2 • 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