Himalaya -

CONSUMER BEHAVIOURASSIGNMENT #7Advising Himalaya Herbalsan !nderd"gbrand in #$e %ellness Ind!s#ryS!bmi##ed By&Akshay Chauhan DM16204Jitendra Jain DM16219Koushik Mandal DM16224Mobashshir Arshad Ansari DM16230Shubha A!ar"al DM1624#S"eta $adas % DM16249Date& Au!ust 9' 201#(ialaya An )nderdo! *rand +rou, - Consuer *eha.iourT$e %ellness Ind!s#ry ' A Billi"n ("llar O))"r#!ni#y/he "ellness industry in 0ndia has e.ol.ed ra,idly 1ro its nas2ent unstru2turedbe!innin!intheearly903s toa2o,rehensi.ee2osystetoday' in2ludin!2onsuers' ,ro.iders' ad4a2ent industries' 1a2ilitators and !o.ernent5 /he o.erall "ellness arket in 0ndia is estiated to be around 06$ 490 billion5Soe key arket trends o1 this industry are as 1ollo"s& /he !ro"in! "ellness 0ndustry has attra2ted a lar!e nuber o1 doesti2as "ell as international ,layers 7stablished,layersarelookin!1or ,rodu2t ,ort1oliodi.ersi82ationand!eo!ra,hi2al e9,ansion to 1orei!n arkets5 Co,anies are a2ti.ely seekin! ,ri.ate and ,ubli2 e:uity in.estents to1uel !ro"th Durin! the ne9t three years' it is estiated that the 0ndian "ellness industry "ill!ro" at a CA+$ o1 20 ; to rea2h 06$ MC+,rodu2tsbusinessis!ro"in!at40;annually5(ialaya has lar!ely been seen in the naturalreedies se!ent "ith ,layerslike Hotus (erbals' 7ai and Dabur' "hile the ainstrea 2oseti2 arket hasbeen doinated by lar!er ,layers like (industan )nile.erAs I()HJ >air and Ho.elyand @ondAs and HAorealAs +arnier5 0n order 1or the 2o,any to establish itsel1 as astron! 2ontender in the skin%2are or >MC+ s,a2e' it has to steadily 2reate branda"arenessaon!the2onsuersabout thebene8tso1 ayur.edi2herbsthat(ialaya uses in all its ,rodu2ts5@a!e 1 o1 +(ialaya An )nderdo! *rand +rou, - Consuer *eha.iourH"2 Himalaya 3#s in#" CBBE m"del4/he abo.e 8!ure suari?es the .arious diensions o1 brand kno"led!ear2hite2ture5 Con!ruen2e o1 brand asso2iation is de8ned as the e9tent to "hi2hbrand asso2iation shares 2ontent and eanin! "ith other brand asso2iation5=hen "e try to 8t (ialaya into this C**7 odel' "e 2an see that (ialaya as abrand has stron! ia!e as bein! herbal' ,ure and ha.in! 1reshness o1 nature asthe .arious ty,es o1 brand asso2iations5/he.arious,rodu2tlinee9tensiono1 (ialaya2arriesthesaeasso2iations"ith the5 As 1ar as the uni:ueness o1 brand asso2iation is 2on2erned' no other"ellness or skin 2are ,rodu2t in 0ndia has been ,ositioned as a naturalFherbalin!redient based ,rodu2t5 0n this re!ard' (ialaya en4oys uni:ueness o1 brandasso2iations5(o"e.er' a22ordin! to Keller' brand e:uity is a 1un2tion o1 both brand ia!e andbrand a"areness5 /hou!h (ialaya has a ,ositi.e brand ia!e' "hen it 2oesto a"areness about the brand' it 1airs relati.ely ,oorly 2o,ared to its@a!e 5 o1 +(ialaya An )nderdo! *rand +rou, - Consuer *eha.iour2o,etitors5 So' (ialaya as a brand should 1o2us on 2reatin! brand a"arenessaon! 2onsuers5H"2 .an Himalaya in.rease a2areness "6 #$eir brand401 an or!ani?ation has a su22ess1ul brand a"areness it eans that the ,rodu2tsand ser.i2es o1 the or!ani?ation ha.e a !ood re,ute in the arket and si,lya22e,tableI+usta1sonKChabot' 200-J5 /hea"arenesso1 thebrand,laysasi!ni82ant role "hile ,ur2hasin! a ,rodu2t or ser.i2e and ay ha.e 2ontrol on,er2ei.ed risk e.aluation o1 2onsuers and their le.elo1 assuran2e about thebuyin! de2isiondueto a"areness "ith thebrand and its uni:ueness5 /hei,ortan2e o1 brand a"areness in the ind o1 the 2ustoers 2an be e.aluate at.arious sta!es e5!5 re2o!nition' re2all' to, o1 ind' brand doinan2e Ithey only2all that ,arti2ular brandJ' brand kno"led!e I"hat brand eans to youJ IAakerD5' 1996J5 *rand a"areness is .ery i,ortant be2ause i1 there "ill be no branda"arenessno2ouni2ationandnotransa2tion"ill beo22urI@er2y' 19or this ,rootional a2ti.ity@a!e 9 o1 +(ialaya An )nderdo! *rand +rou, - Consuer *eha.iour2ondu2ted by the (ialaya Dru! Co,any' it entered the M+uinness =orld$e2ordN50n May 2013' beauty e9,ert *rid!ette Jones 4oined hands "ith (ialaya to2ondu2t a "orksho,5 0n this "orksho, *rid!ette Jones shared soe se2rets1or a !lo"in! skin and a 1e" :ui2k ti,s 1or hoe 1a2ial5 All these initiati.esare .ery !ood e9a,les o1 hei!htenin! 2onsuer in.ol.eent5Soe other strate!ies that the 2o,any 2an ado,t are as 1ollo"s& )se 2elebrity ad.ertiseents to endorse their ,rodu2ts that "ill a2t as,eri,heral 2ues 1or lo" in.ol.eent ,eo,le 7du2atin! 2onsuers about ho" to use ,rodu2ts eBe2ti.ely 1or betterresults

Su2h edu2ational ad.ertiseents enable 2onsuers to learn oreabout the brand as "ell as !ain .aluable kno"led!e about ,ro,er usa!eo1 ,rodu2ts 1or eBe2ti.e results5 Gr!ani?e beauty 2ontests as "ell as s,onsor beauty e.ents in order toedu2ate the 2onsuers that (ialaya ,rodu2ts are not only healthy butenhan2es beauty )se aBe2ti.e a,,eals in ad.ertiseents )ses".ial mediaasatool torea2houttotheasses5 /heso2ialedia,resentsa2o,letelyne""ayand2ost eBe2ti.eeansto2ouni2ate "ith the 2onsuers' "here arketers be2oea!!re!ators o1 2ustoer 2ounities5 (ialaya sin2e its in2e,tion hadne.er useddi!ital ,lat1orsin2eits in2e,tion5 $e2ently they ha.estartedtakin!so2ial ediaen!a!eentseriouslyandarelookin!to@a!e : o1 +(ialaya An )nderdo! *rand +rou, - Consuer *eha.iour,rootetheir brandthrou!h.ariousso2ial ediaen!a!eentslike%"$("s# ."n#es#' C$allenge A..e)#ed 2ontest et25 (ialaya2andire2tlytieu,"ith.arious leadin!saloonF s,as and,rootetheir,rodu2ts5 /his"ill in2reasebrand.isibilityandleadto2reatin! brand a"areness 0norder to,rooteeasy trialabilityo1 the,rodu2ts likesha,oo'2onditioners et25 (ialaya 2an laun2h sa2het o1 the ,rodu2ts5 Alreadyleadin! hair 2are brands ha.e their sa2hetsDoodin! the arket and area hu!e su22essH"2 #" rein6"r.e Himalaya Brand in #$e mem"ry "6 ."ns!mers40n1orationobtainedby2onsuersisshort li.edas they!et storedinthesensorystore5 *y1re:uentlysho"in!(ialayaasanAyur.edi2,rodu2t' theessa!e2an!et ebeddedinthelon!tereory5 0norder todothis(ialaya 2an undertake the 1ollo"in!& -r"#"#y)i.ali#y& A resear2h 2ondu2ted sho"s that there are t"o 1a2tors"hi2hleadto,eo,leto"ardsa,arti2ular brandina2ate!ory5 >irstly'ob4e2ts that are 1re:uently asso2iated "ith the instan2es o1 the 2ate!orybe2oe the re,resentati.es o1 the 2ate!ory5 Se2ondly' the ob4e2ts "hi2hha.etheattributesthatare.ery1re:uentinthe2ate!orybe2oethere,resentati.es o1 the 2ate!ory5@rototy,i2alityleadsto1aster s,eedo1 ,ro2essin!andlesser res,onsetie durin! the ,ur2hase o1 the ,rodu2t5 (ialayas 2an stren!then andredu2e the distan2e bet"een its brand and natural' herbal ,rodu2t2ate!ory by e,hasi?in! on its ayur.edi2 attributes5*y 1re:uently linkin! (ialaya "ith ,urity' Ayur.edi2 herbs et25 "e 2an 2reate a.erystron!asso2iationbet"eenthe(ialayabrandandtheattributeslike:uality' natural' ,urity' herbal et25Televisi"n C"mmer.ials&40; o1 re.enue 1or (ialaya (erbals 2oes 1ro their sales abroad5 /he /OC 1or(ialaya@roteinSha,oo"hi2his airedinternationallysho"s ho"hair is@a!e 7 o1 +(ialaya An )nderdo! *rand +rou, - Consuer *eha.iouraBe2teddueto2onstant blo"dryin!or stylin!5 0t hi!hli!hts that (ialayasha,oo has alonds and 2hi2k ,eas "hi2h hel, in stren!thenin! o1 the hair5/he /OC 1or (ialaya @rotein Sha,oo in 0ndia sho"s a !irl "alkin! "ith lon!'shiny hair5Gther!irlsin thead aresho"n "earin! a sho"er 2a, and!ettin!en.iouso1 thesu,erior :ualityo1 her hair5 /headsho"sthat (ialayahasherbal in!redients and hen2e it is sa1e to "ash and sha,oo your hair e.ery day5>or (ialaya Co,lete Care tooth,aste' the /OC "hi2h airs abroad sho"s thatthetooth,astehasmeswak, neemandpomegranate5 0nthe0ndian/OC' theyention that the tooth,aste 2ontains anti%o9idants "hi2h are ,resent in all itesand !ood 1or us5As (ialaya3s ,rodu2ts are herbal and use Ayur.edi2 in!redients' the ,rodu2t isdiBerentiated and thus they ust hi!hli!ht the utilitarian as,e2ts o1 the ,rodu2t5 Allthe abo.e re2oendations are basi2ally to in2rease the brand a"arenessand sha,e 2onsuer buyin! beha.ior5 (o"e.er 2han!in! attitude alone is notthe suE2ient 2ondition to i,ro.e sales5 (ialaya needs to ra,idly "ork u,oni,ro.in! the distribution 2hannelto 2ater to the asses5 Any 2ouni2ationstrate!y 1ails i1 the ,rodu2t doesn3t be2oe "idely a.ailable5Re6eren.es htt,&FFbusiness"ireindia52oFne"sFne"s%detailsFhialaya%herbals%enters%!uinness%book%"orld%re2ordsF41-14 =ellness re,ort 2012%@=C ' 3rd Annual =ellness 2on1eren2e' MRiding thegrowth wave WellnessN htt,&FF"""5hialaya"ellness52oFne"srooFinde95ht@a!e ; o1 +