A CASE STUDY ON HIMALAYA DRUG Co.

-BRANDING AYURVEDA-

GROUP 3

I would like to see the HIMALAYA as a trusted brand in every household ,symbolizing global leadership in herbal healthcare.

Meraj Manal, Chairman Himalaya Drug Co.

HIMALAYA HERBAL HEALTHCARE

Himalaya was established in the year 1930 by Mr. M.Manal.

Introduced “Serpina”, world’s first anti-hypertensive drug in the year 1934.

Pioneered the use of modern science to validate ayurveda’s secrets.

Was awarded an ISO 9001:2000 certification in the year 2003.

CEO of the company- Mr. Ravi Prasad

Mission Establish Himalaya as a science-based,

problem-solving, head-to-heel brand, harnessed from nature's wealth and characterized by trust and healthy lives.

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 and/or consumed, to drive our seed-to-shelf policy and to rigorously adopt eco-friendly practices to support the environment we inhabit.

Ensure that each Himalaya employee strongly backs the Himalaya promise to exceed the expectations of the consumer, each time and every time. Nothing less is acceptable

Research & Development

Each Himalaya product undergoes years of primary research and clinical trials before it reaches the market.

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.

Himalaya's constant endeavor is to create innovative products that satisfy the health and personal care requirements of contemporary living.

Himalaya is a completely research-oriented company. Indeed, it is this emphasis on R&D that allows Himalaya to produce safe, efficacious and consistent remedies using ayurvedic principles.

Products

Himalaya's products can broadly be categorized into three main ranges :

PharmaceuticalPersonal CareAnimal Health

Some of the Products

The HEMALAYAN JOURNEY

In early 1930’s M.Manal was impressed to see the soothing effect of herb, Rouwofolia Serpentina on elephants.

1934,the company launched Serpina, worlds first anti-hypertensive drug.

1950, under Dr. Roshan M. Captain, they launched LIV-52.

1975, est. a modern facility at Bangalore.

In late 1980’s it decided to launch herbal personal care products, but later decided not to.

The HEMALAYAN JOURNEY (contd.)

1996, the US Food and Drug Administration decided to permit herbal products in the dietary food supplements market.

1998, the company launched its range of animal health care products.

HDC had earlier decided not to enter the Indian personal care products, but then had to reconsider it.

This led to a launch of “Ayurvedic Concepts”.

By 2002, HDC was offering products in Medical supplements, Personal Care, Pure Herbs and Animal Care.

Branding Ayurveda Most consumers perceived

Ayurveda as age-old medicine. “Get on with your life” Protagonist “Dadima” “Concept Girls” Even after the remarkable

performance of “Ayurvedic Concept” a complete identity make over was decided

The reason being “Ayurvedic Concept” as a brand was posing a threat to the company’s image.

Then & Now

Umbrella Products

IS THE GRANNY DEAD…???

YES !!!!

???????????????

In the present time wherein companies are rushing towards celebrity and

“youth-centric” endorsements of their products, “Ayurvedic

Concept” “Dadima” took the Indian advertising world by a surprise. Discuss the role of “Dadima” in the success of “Ayurvedic Concept” ?

???????????????

“Ayurvedic Concepts” was acclaimed as one of the

significant marketing success in the Indian

consumer market. In veiw of the above statement,

discuss the rationale behind the company’s decision to bring back all its brands under its umbrella brand

“Himalaya”. Do you agree with the company’s decision? Justify ?

???????????????

With Shahnaz Hussain and MNCs such as HLL with

strong distribution networks targeting the mass market, discuss the future prospects

of HDC?

THANK YOU