Himalaya Marketing Strategy – Marketing Strategy of Himalaya: The company Himalaya was founded in 1930 by Mr. M. Manal, who had the idea to contemporize Ayurveda. In 1932, the company opened its first office in Dehradun at the foothills of the Himalayas. Since then, the company has been promoting and selling Herbal Ayurvedic products all over the world.
The company’s logo was renamed “Himalaya since 1930” in 2016 to reflect the rich history and legacy of the brand.
Himalaya At A Glance – Marketing Strategy of Himalaya
Company : Himalaya
CEO: Philipe Haydon
Founder: M Manal
Year founded: 1930
Headquarters: Bengaluru, India
Annual Revenue: Rs 1,800 crore
Profit | Net income: Rs56.36 crore
Number of employees : 10,000
Products & Services: Consumer goods, Herbal, ayurvedic medicine, Nutrition, Personal Care,Child Care
Himalaya Fun Facts: The Himalayas are home to the third largest ice deposits in the world, after the Arctic and Antarctica. Some of the Himalayas’ glaciers are as long as 43 miles. There are medicinal herbs found in the foothills of the Himalayas considered to be the purest in the world. The Himalayas cover 75% of Nepal’s area.
Marketing Strategy of Himalaya
Himalaya’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Himalaya? Let us discuss.
Himalaya Marketing Strategy – Segmentation, Targeting, Positioning
Himalaya offers a wide range of healthcare products that can be used by all age groups. These include personal care products, nutrition and wellness products, as well as health supplements for deficiency in vitamins and minerals, for both children and mothers, and baby care products.
Because the brand has different product category presences, it uses a differentiated targeted strategy so although product categories are clearly defined by the brand, the products will differ depending on the geographical region they are catering to.
Himalaya is a herbal brand that gives health and wellness to its customers top priority while doing business. It also formulates products best suited for the changing times.
Himalaya Mission Statement
“To make herbal wellness a part of every home”
Himalaya Vision Statement
Bring wellness and joy to every home via herbal solutions based on science.
Himalaya Marketing Strategy – Competitive Advantage
A growing share of other businesses:
The company’s revenues from Ayurveda medicine accounted for 97% of its 2004 revenues. This was revenue of approximately? 200 crores. These numbers have increased over the years too? 1800 crores, with 34% coming from Ayurveda medicine and the rest from other business segments.
Rich Portfolio Of offerings:
The company is herbal wellness and drugmaker that offers more than 300 products in categories like shampoos, toothpaste, pain-relief Balms for people and animals, soaps, lip balms as well as nutritional products. It gained first-mover advantages in some product categories such as lip balms, face wash, and other skincare products. It also has herbal benefits.
Himalaya Marketing Strategy – BCG Matrix
The company is active in several business segments, including Personal Care, Wellness & Nutrition Products, Pharmaceutical Products, and Animal Health.
Himalaya launched the personal-care segment in 1999 under the brand. It was based on Ayurvedic concepts and was later renamed Himalaya Herbals. This segment has a 42% market share and includes lip care and facial cleansing as top offerings. It is therefore Stars in the matrix.
Liv.52, India’s largest pharmaceutical producer with? 250 million is one of the top 10 most-sold drugs. Other offerings by the brand are not as successful, and they are therefore a question mark in the BCG matrix.
Star in the BCG matrix is the wellness and nutrition segment. The brands have approximately 250 products and a global presence.
Himalaya Marketing Strategy – Distribution Strategy
In 1975, the Company moved its manufacturing plant from Mumbai to the outskirts. It covers 28 acres and includes a manufacturing and R&D facility measuring 80,000 square feet. It has been able to expand its reach to over 91 countries worldwide thanks to the standardization of its manufacturing processes.
The company’s products are distributed via a variety of channels including authorized distributors, retailers’ eCommerce websites, and Medial stores. The company’s products are recommended by over 400000 doctors worldwide
Himalaya Marketing Strategy – Brand equity
The brand is synonymous with Ayurveda. It is also known for its head-to-heal herbal healthcare products. Over the years, the brand has received numerous awards and accolades, including Watsons HWB 2015, Guardian Health & Beauty Awards 2015, Watsons HWB 2015 award, Best Foot Care Cream award by Women’s Weekly, Beauty Hall of Fame Award (2015) for Lip Balm. In 2017, the company’s operating revenue was $ 28 billion.
Himalaya has a blog that promotes its products and also raises awareness about the health hazards of changing times and the medicinal benefits of herbal medicine.
Himalaya Marketing Strategy – Competitive Analysis
Himalaya is one of many companies that are active in the Ayurvedic and herbal industry. More than 290 researchers are employed by the company to perform clinical and laboratory testing on the products for them to be competitive in the market.
It competes against companies like Dabur Reckitt Benckiser and Zandu.
Himalaya Marketing Strategy – Market Analysis
Himalaya is in a market where many companies offer similar generic products. The only differentiation between the companies is the benefits and the branding to make the offerings more accepted in the market.
It has been continuously striving to expand its business and reduce its dependence on pharmaceuticals.
Himalaya Marketing Strategy – Customer Analysis
Customers of the company come from all age groups, starting with infants who can use baby care products. Baby kits and diapers, mothers/children/old age customers There are wellness and nutritional products and pharmaceuticals products to suit all ages.
The brand’s customers are drawn to Ayurveda. Products that don’t cause side effects and have no side effects can be used by Himalayan customers. It is safe and effective.
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