marketing

The marketing essay below has been submitted to us by a student in order to help you with your studies.

The himalaya company

The himalaya company

INTRODUCTION OF HIMALAYA COMPANY

THE company was founded in 1930 by Mr. Manal with a clear vision that they want to serve society by bringing Ayurvedic products.

Company staterd its operations in Dehradun way back in the 1930s, the company later spread its wings to MUMBAI.

In 1975, the company set up an advanced manufacturing facility in Makali, Bangalore, India, which today houses the Corporate headquarters.

In 1991, the company relocated its R&D facility to Bangalore..

INSPIRATION:

MR. Manal got inspired when he went to a visit to Burma and found that Group of elephants were eating roots in order to pacify themselves. The plant name was Rauwolfia sepentina.

He then made an extensive research on plant roots and scientifically was proved that roots had some characteristics to heel the animals.

Thus by researches company come up with its AYURVEDIC PRUDUCT that was anti- hypertensive drug in 1934.

These days Himalaya is using techniques of Modren medical science to rediscover and opening of ayurvedic secrets.

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.

From the invention of the company has focused on developing safe, natural and innovative remedies that will help people lead richer, healthier lives.

Today, Himalaya products have been endorsed by 300,000 doctors around the globe

Himalaya have consumers in 67 countries which rely upon HIMALAYA'S PRODUCTS.

Mission:

Develop markets worldwide with an in-depth and long-term approach

Maintaining at each step the highest ethical standards.

Respect, collaborate with and utilize the talents of each member of the Himalaya family and the local communities where Himalaya products are developed.

To remain eco-friendly with the nature.

Ensure that each Himalaya employee strongly backs the Himalaya promise to maintain good relationship with the costumer.

BRAND INDENTITY

The Himalaya brand has much in common with the mountain range from which it draws its name.

For centuries, the Himalayas have been an icon of aspiration, of man's quest to unlock Nature's secrets. They represent purity and lofty ideals.

The Himalaya logo is a visual definition of its brand identity. The leaf that forms the crossbar of the letter H evokes the company's focus on herbal healthcare

The teal green represents proximity to nature, while the orange is evocative of warmth, vibrancy and commitment to caring.

The Himalaya brand carries with it the promise of good health and well-being.

TODAYS HIMALAYA IS CELEBRATING 75 YEARS OF ITS SUCCESS.

MARKETING PLAN OF LAUNCHING HIMALAYA TOOTHPASTE NAMED PRAKRITI HERBAL TOOTHPASTE

Why we have planned to launch toothpaste The oral care market can be segregated into toothpaste (60%), toothpowder (23%) and Tooth brushes (17%) The penetration level of toothpaste in urban areas is more than three times as compared to in rural areas. It does not mean that product will not work in rural areas because still lots of people in rural areas which clean their teeth with NEEM and tobacoo and we popular for our herbal products . So we have quite scope of development in rural as well as urban areas. Also toothpaste demand is in market is 55-60% as comparision to toothpowder.

INDIAN ORAL MARKET

Many people in india till uses traditional products like neem , salt, tobacco. The dental population in India is very low 1:35000.This results in the lots of dental problems. Less than 15% Indian population use to brush twice a day. In Indian oral market COLGATE, CIBACA, CLOSE UP, PEPSODENT are high priced And ANCHOR, PROMISE, BABOOL are low priced competitors.

WHAT IS NEW IN OUR PRODUCT

INGREIDENTS:

LAVANG OR LAUNG

AROMATIC, ANTISEPTIC, LOCAL, ANAESTHETIC

EFFECTS:

MANJISTHA:

As it is aromatic it removes the bad smell of breath. Because of antiseptic property, prevents the tooth decay. Because of local anaesthetic property after application it immediately stops the toothache. As it increases the circulation, improves the health of gums.

BLOOD PURIFIER, HEALER , ANTI-INFLAMMTORY.

EFFECTS:

It purifies the blood , improves the quality of blood thus keeping the heath of gums good. It helps in erosion of gums and bleeding gums.

DALCHINI:

It is highly aromatic, homeostatic, astringent and antiseptic.

Effects:

Homestatic properties prevent minimization of bleeding of gums. Antiseptic properties prevents teeth from decay .aromatic prevents bad breath.

OBJECTIVE OF LUNCHING OUR PRODUCT:

Since objective provide a firms a strengths to stand. Every firm being a part of an industry should know what they want to achieve.

The objectives must be SMART enough to work upon. The word SMART stands for:

SPECFIC : objective must be specific and firm should know what they want to achieve.

MEASURABLE: It should be measurable wether we have achieved our aim or not.

ACHIEVABLE: Objective should be achieve able and attainable. That is unexpected goals should not be set up by the organization.

REALASTIC: Keeping in minds resources it should be realistic to achieve predetermined objectives.

TIME: Within proper time objective should be ahieveable.

OUR OBJECTIVE:

To create 50% awareness in the market before launching our product.

TO gain 5% market year after 2 years of launching.

Increase in sales by 10% every year.

To set up our product internationally in the market.

To maintain and retain brand loyality of our product.

Marketing plan

SITUATIOn ANALYSIS:

To develop the marketing plan it is the first step to do the situation analysis. The main aim is to discover

To discover the trends, distribution and situation of the market in which we are penetrating.

INDUSTRY:

ORAL industry has main focus to prevent teeth and gum diseases and to deliever value to the costumers.

In the market toothpastes, toothbrushes, dental floss, toothpowders, mouth rinses, dant manjans are present.

PREFRENCES:

Urban mostly like toothpaste and mouth rinses, dental floss, toothbrushes.

And people of rural areas still use neem datuns and mainly prefers low priced toothpowder.

PURCHASING CHARACTERSTICS:

In terms of purchasing characteristics there is lot of scope for the company because due to increase in education and living standard of the people they are becoming more and more conscious towards their dental health 56% consumers are able to pay for the high priced toothbrushes like colgate and cibaca,

MARKET NEEDS:

Market needs are high. Because of consciousness of the people or in other words it is need of the people.so lots of scope for us.

SWOT ANALYSIS:

STRENTHS:

  • Strong financial back up
  • Qualified staff.
  • Providing our costumers what they want.
  • Targeting both urban and rural markets.
  • Eco friendly herbal product.
  • Use of natural fluoride in place of fluoride used up by other companies.

OPPORTUNITIES:

  • High investment and growth.
  • Growth will occur because of eco friendly toothpaste.
  • As it is a daily usable commodity so company is using intensive distribution technology So that it will available at every shop due to which sales of company's product will be increased day by day.
  • As the world is becoming a global village so company had also opportunities to grow globally.

THREATS:

  • As the company is entering into new market and launching a new product so there is always chances of failure of the product.
  • Company have to face a lots and lots of competition from the competitors already present the market.
  • It is an ayurvedic product and there are so many international companies present in the market so it is threat for the company.

WEEKNESSES:

  • Due to high price of the product it may be unaffordable for people of rural areas to pay for the product.
  • Ayurvedic product.
  • Gaint competitors in the market like colgate pepsodent that are already establish in the market.

v PESTEL ANALYSIS:

v ECONOMIC FACTORS:

Our decisions will be greatly effected by economic factors. If during introduction of our product there is negative inflation rate then their will be negative impact on the product sales.

v SOCIO-CULTURAL FACTORS:

As the social and cultural factors also effects the selling of the product. So we have to take care about the religious beliefs and moral values of the country's people.

That why we are introducing the herbal product with natural ingridients like neem , laung, bark, manjhitha, dalchini that is a pure herbal product.

So that is will aceeptable by people of our country.

v TECHNOLOGICAL FACTORS:

Technology is the factor whose value cannot be ignored. Technologies varies with the passage of time in all the industries.

We are also keeping our technology up to date in order to sustain ourselves in the market.

v POLITICAL FACTORS:

Political factors of the country also played an important role in the development of the product.

So we will properly take care the policies and rules of the government.

v LEGAL FACTORS:

Legal factors also influences the development of the product. That is why we are working with ethics and not using any illegal technology or any illegal mean to develop our product and in future we will not use.

v STARTERGY USED BY THE COMPANY:

v DISTRIBUTION STATERGY:

Convenience stores and large retail stores, many food stores played a key role in the distribution of oral health care products.

Mass merchandisers also gained share due to increase in the demand for oral care products.

We will create high distribution so that retail and grocery stores are shelving with our product.

v COMMUNICATION STATERGY:

Promotion:

In promotion first includes creating awareness of our product

Awareness will be created by television adds, magazines ,newspapers, pamphlets.

Also free samples will be given to the target costumers to check the quality of our product.

Promotional mix:

We are supposed to follow the following steps for the promotional mix:

  • Advertising
  • Personal selling
  • Public relations
  • Sales promotion
  • Direct marketing

ADVERTIZEMENT:

We will come with the product name PRAKRITI HERBAL TOOTHPASTE

And punch line PRAKRITI KE SATH SATH

In our add we will picturise it in natural mountains and shows herbal in the add inorder to make our add appealing.

III. Marketing Strategy

WHAT STARTERGY TO ADOPT??????????????

Nich or mainstream positioning strategy

The main focus of niche positioning would be placed on consumers who are concerned about the prevention of gum diseases.

There would be many positive benefits to the company and the company would be position the toothpaste as a niche product.

By creating niche market company can even sell product on premium basis in order to get more profit. BUT CREATION OF NICHE IN RURAL AREAS WILL BE EASIER THAN IN URBAN AREAS.

Because in urban areas there is lots and lots of competition and large number of sellers are there so company may not be able to create NICHE There

But company can charge for its differentiated product.

WHY OUR PRODUCT IS DIFFRENTIATED PRODUCT:

Our product stop bleeding of gums, reduce swelling of gums and heals gum boils and sores.

The toothpaste is herbal ayurvedic toothpaste having antibacterial and antioxidant germs that prevents toothache and prevents bad breath and plague formation.

The herbal toothpaste is specially formulated to cope with dental problems and week gums, tarter and bad breath.

There is combination of several natural ingridients like neem . laung, majhitha.

NATURAL FLOURIDE instead the use of fluoride which is done by companies like colgate, pepsodent make our product more unique.

Our product contain Flourospar, ait is combination of lime with fluorine which is a natural source of fluoride.

    v PRICE DIFFERENTIATION STATERGY:

    • By producing a superior toothpaste which offers more qualities than the other toothpaste available on the market at or around the same price as the competition the consumers will hopefully want to purchase the toothpaste over the others. There will be more qualities offered at no extra charge.
    • Price will also depend upon the further our positioning in the minds of costumers.
    • The price of the toothpaste if positioned as a mainstream product will have to be equal to the prices of the other toothpastes already available in the market.

    But if our product created niche in the market we will charged high.

    v PRODUCT DEVELOPMENT STATERGY:

    Developing new product or coming up with the same product in the market with the diffrentation is called product development statergy.

    Since we are launching new herbal toothpaste with natural fluoride formula and herbs which give shine and strengths to the teeth of the people.

    PULL STATERGY:

    To be a magnet for our costumers we will adopt pull statergy. This will be done by strong advertisements and awareness statergy.

    Magazines, newspapers, and cable networks are considered to play an important role in this.

    We will also focus on the creating awareness as well as avialabilty of the product in the market.

    PUSH STATERGY:

    According to this we will push product through retailers, distributers ,shopkeepers

    For people of rural areas our product will be available in kirana stores and grocery stores.

    BUT OUR MAIN EMPHASIS WILL WE FIRST URBAN AREAS where we can get loyal costumers for our product.

    MARKETING MIX:

    1. Product

    Our product toothpaste is a product that should add value to a buyer's life.

    It will also add utility, and meet the wants and needs of targeted consumers.

    Our product is unique and different from all similar products that are already available on the market.

    We are also coming up with the strategy to differentiate the product's design and packaging, which would help us to establish our product.

    2. Price

    The price of a product says something about the quality.

    Even though the quality our toothpaste will be significantly higher than other leading toothpaste yet we will determine the price of the toothpaste by the prices of the other toothpaste already in the market.

    3. Place

    The most important part of marketing is how a product will get from the seller to the buyer.

    Many products go through a channel of distribution which involve manufactures, wholesalers, retailers, and consumers.

    The distribution strategy proposed for toothpaste will through dentists, plastic surgeons, drug stores, grocery stores, large retail stores, and department stores.

    4. Promotion

    Product promotion is communication spread through advertising, publicity, and sales promotion.

    v MARKET SEGMENTATION:

    Since market is consists a number buyers and buyers that differs in their tastes, wants, resources, attitudes .thus we divide market according to different needs, wants and demands and behaviuors which divide the market into different segments. This segmentation is called

    MARKET SEGMENTATION.

    v TO DIVIDE THE MARKET IN EFFICIENT WAY WE DIVIDE IT IN 4 DIFFERENT WAYS:

    1. GEOGRAPHICAL
    2. BEHAVIUORAL
    3. DEMOGRAPHIC
    4. PHYSHOGRAPHIC

    v Geographical:

    In geographical distribution we divide market according to different geographical areas.

    We will first target metro cities like Delhi, Mumbai, Madras and Calcutta.

    After targeting these metro cities we will target Bihar where there is lots of dental problems to the people.

    After we may move to Punjab where purchasing power of the people is high and also it is safe for us because it is a prosperous state we can do safe business there.

    then focus on rural areas/

    v Behavioral:

    Since it is need of the persons to clean their teeth daily to maintain their oral health.

    That why we are launching toothpaste.

    Demographic :

    As mentioned that with our product we are mainly targeting adults.

    v But it can be used by people of every age can use it as it is not a dentrimental product.

    Physcographic:

    This type of segmentation is done on the basis of social classes.

    We are targeting both upper and middle class families as well as rural areas. For this we will design different stratergies for targeting these segments.

    v STP

    SEGMENTING

    POSITIONING

    TARGETTING

    MARKET SEGMENTING:

    WE will first divide the market into different segments.

    Segments will be made on basis of demands of the costumers because people in same area even have different demands. so segmentation will be done after doing MARKET RESEACH.

    WE are also planning to do the PRICE DISCRIMINATION SINCE WE ARE TARGETTING EACH AND EVERY SEGMENT.

    MARKET POSITIONING:.

    IT is the place or image the product. It is defined as way by which our product is defined may the targeting costumers.

    For this we will first define those segments on which our product will directly puts its impact.

    Our main aim is to create good image in minds of the costumers by introducing new herbal toothpaste. So we will position ourselves in such a way so that we can attract most loyal costumers.

    For this we will prepare perceptual maps through this we will come to know what is position of our product in the minds of costumers.

    We want our costumers to retain their beliefs about the quality of the product and provide them product within their budgtes.

    We will never go out of style and provide quality product.

    MARKET TARGETTING:

    WE MAINLY WANT TO TARGET THROUGH THIS PRODUCT PEOPLE OF URBAN AND RURAL AREAS.

    v BCG MATRIX:

    The BCG matrix was introduced by BOSTON CONSULTANCY GROUP and it become famous tool of portfolio management in 1970.

    It is based upon product life cycle theory and have two measuring dimensions : market share and market growth.

    As we are launching our product so we will first put it in a question mark stage. As product has low market share and growth because it is at introductory stage.

    According to further growth of the product we will further take decisions.

    CONCLUSION:

    AS in the market we are launching toothpaste . since toothpaste industry is a monopolistic market that we have large number of products or competitors in the market.

    Since we are committed towards our nation and people and nature as HIMALAYA is the natural herbal company so we trying coming with this new product again to give value to the costumers and no doubt to the NATURE . trying to open the secrets of nature.

    We will try to maintain the brand loyality of the product.

    But at the same time we have to face huge amount of competition.because of large number of competitors.

    We have make this marketing plan according to demand of our costumer and in future we will do the same.

    We have hope of our better future.

    As a marketer each and everything has been considered.

    REFRENCES:

    1) www.himalayahealthcare.com/abouthimalaya/cprofile.htm

    2) www.himalayaayurveda.com

    3) www.himalayaherbals.com/

    4) www.himalayahealthcare.com/

    5) www.aggarwaloverseas.com/himalaya-herbal-products.html

    6) www.livemint.com/.../Himalaya-Drug-Co-looks-to-sell.html -

    7) www.scribd.com

    8) www.SmartPlanet.com beautybiotech.blogspot.com/.../himalaya-one-of-top-ten-companies-in.html

    9) www.slideshare.com

    10) www.business-standard.com › Home › Companies & Industry -

    11) www.quickmba.com/marketing/plan/

    12) www.ucsi.edu.my/news/latest/2008/ucsiHimalaya.asp

    13) allacumen.com/pharma%20retailing.pdf -

    14) www.media.asia

    15) www.livemint.com/.../Himalaya-Drug-Co-looks-to-sell.html


    Request Removal

    If you are the original writer of this essay and no longer wish to have the essay published on the UK Essays website then please click on the link below to request removal:

    Request the removal of this essay


    More from UK Essays