1. Presented by: Group 7 PRNs -

2. About the product Neem or Azadirachta indica has anti- bacterial, anti-fungal & blood purifying properties. It is useful in skin disorders and keeps the skin healthy and glowing. The anti-bacterial, anti-fungal & blood purifying properties of Neem are useful in skin disorders and keeps the skin healthy. Clear, smooth and healthy skin from within 3. Description of the Ad The ad shows a young lady in her late twenties or early thirties, probably married She is confident and is visibly happy. The shot is taken with a clear background. The ladys face is in focus and has a very prominent glow on the skin. The colors are kept light to give a Clean and Green kind of look. However, there is a deliberate(most likely) underplay of the Herbal Tag. 4. Target Audience Clearly, it is a product meant for women. The Ad has been focused on the modern, urban woman who needs to feel confident and in charge of her life. The ad also shows a picture of the actual product. Although, Herbal products are still niche in India, beauty products are as such not niche, they are mass products. Still, the look of the Ad shows the specific segment of Indian women who would believe in the power of ayurveda more than a botox. 5. Positioning/Differentiation Purity of Nature (Quality of Product) and Promise of Good Health (Benefit) Leaf that forms the crossbar of the letter evokes focus on herbal healthcare. The teal green of logo represents proximity to nature, while orange is evocative of warmth, vibrancy of commitment to caring. The Himalaya hallmark carries with it the promise of good health and well-being. The swoosh in orange adds colour to the logo, making it more lively and appealing to the younger generation. 6. Positioning/differentiation contd.. Old wine in a new bottle. Age old concepts of Ayurveda Niche marketeers like Himalayan, aim to understand the customers need so well that the customers willingly pay a premium. The initial Ad campaign of Dadima with a twist where a laptop savvy grandma advises teenagers on how to stay fit!! Giving Ayurveda a hipper and modern face. The Beauty from Within Campaign. 7. Competitors Profile Hamdards Safi A well known herbal oral treatment for Skin Diseases. : Bitter taste, not branded properly Shahnaz Husains Shaneem An entire range of Neem Based Products. However, these are all cream/balm/lotion category products.: None can be orally consumed. Lotus NeemAura Naturals. Includes neem dietary suppliments and personal care products. Customers can make herbal teas or encapsulate neem on their own in combination with their favourite herbs.: Not available on shelves. 8. Competitors Profile Organix South Inc. Capsules, neem extracts etc. : Not available on shelve Jiva Neem Tablets. : Not aggressively marketed. 9. Marketing Strategy VISIBILITY : Major difference Himalaya products are shown on the shelves more than any of its competitors All others except Safi are bought through the internet. 10. Comments on the Ad There is underplay on the herbal tag. The Ad discounts the fact that this capsule is also useful for teenagers who are most susceptible to acne. Also, a full body profile of the lady in picture could have driven home the point of a beautiful body and not just a pretty face. The tagline Beauty from Within could have been more prominent.