case study on himalaya products

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CASE STUDY: How ‘Himalaya’ gripped Digital Marketing to grow its Brand Performance?

Table of Contents

What you will find in this Case Study?

• The Himalaya story
• Marketing plan for the Company
• The Marketing Mix 4 Ps

Digital Marketing as a part of its strategy

Social media marketing.

• TV commercials

My Lakshya Campaign

The himalaya story.

The Himalaya Company was founded in 1930 by M. Manal with a vision that they want to serve humanity by launching Ayurvedic products and to unravel the mystery behind the 5,000 year old system of medicine.

The company started its operations in Dehradun; later spread its wings to Mumbai. In 1975, the company set up an advanced manufacturing facility in Makali, Bangalore, India.

81 years ago, on a visit to Burma, M. Manal got inspired and found that a villager pacifies the restless elephants by feeding it the root of the plant, Rauwolfia serpentina .

He was fascinated by the plant’s effect on the elephants; he made an extensive research on plant roots and scientifically was proved that roots had some characteristics to heel the animals.

After detailed research, the company launched Serpina, the world’s first anti-hypertensive drug in 1934.

These days Himalaya is using modern medical science techniques to rediscover and unravel of Ayurvedic secrets.

From the discovery of the company has focused on developing safe, natural and inventive remedies that will help people lead wealthier, healthier lives.

Marketing Plan for the Company

Himalaya Company’s marketing strategy can be defined as one of the most comprehensive yet important in the present times. Himalaya’s biggest marketing strategy was shift from focusing Ayurvedic ideas to herbal personal care. Leading marketing approaches of Himalaya are high quality, wellness, and uncompromised service with a smile. They are able to supply the products needed main by the customers at all times by keeping high standards.

Himalaya’s 4Ps Marketing Mix

The company is using marketing mix combination of 4Ps which stands for Price, Product, Promotion and Place.

Product includes of product variety, Quality, design, features, brand name, packaging, sizes, services, warranties, and returns. In short everything that is essential for a product to stand out in the eyes of its target audience .

Example: Himalaya Neem face wash is a product of great quality, has an exclusive tube design which makes it very appropriate to use and provides satisfying service to its customers.

Price is an attractive component of any product. Price consists of the list price at which it is itemized, discounts that the product offers and other concessions that it gives.

Himalaya products are reasonable and are available in various small and medium size packets which are very convenient to carry.

Promotion includes the sales promotions, product promotions, advertising, public relations etc. The company promotes and advertises its product to make it reach to the masses and make people aware of the qualities and effects of the product.

Famous Personality endorsements are a big attraction for the customers to relate with the brand at much higher levels.

Place covers the channels, coverage, locations, magazines etc. wherever the product can be promoted .

Himalaya products manage to cover sufficient channels and magazines for its promotions and have achieved to place it among the top 3 or 4 brands.

Digital Marketing is significant for Himalaya’s continuous growth. In fact Himalaya is one of the pioneers of the companies that have a presence on the Internet . At Himalaya online business is not just another task but a critical one at that.

The key elements of Himalaya digital strategy is to engage with customers, attract new customers, provide helpful solutions and expert advice to address our customers’ personal care problems and build awareness for brand Himalaya and vast range of solution based herbal products.

The website interface is very nicely done. Himalaya decided to go in the trend of an online store. This allowed customers who chosen online shopping to purchase what they need. This has been a very fruitful part in Himalaya’s over all business.

Himalaya has widespread presence over social media . Its Facebook fan page with 2 million like & 8K followers on Twitter and a strong community boasts about its active engagement.

The company has also moved beyond social platforms to look at other digital platforms such as YouTube with 8K subscribers and microsites.

The company entered the men’s grooming segment recently; they launched a new microsite ‘HimalayaForHim’ to facilitate different kinds of conversations with the male consumers.

Recently, they launched ‘Cocoa Butter Body Lotion’ Facebook page dedicated to the flagship personal care product – #PurestCare. Here, Cocoa butter body lotion is positioned as your best friend who understands skincare problems in this winter season and offers solutions.

The choice of the digital medium depends entirely on the product at least as far as their personal care portfolio is concerned, digital is imperative . The Company will experiment and push the boundaries for brand Himalaya.

TV Commercials

Online marketing helps us strengthen the message and reach out to a wider audience . It also allows for greater creative investigation and deeper conversations.

A couple of months back they launched Fairness Cream – Himalaya Natural Glow Fairness Cream and supported it with a TVC that shows a high-achieving young girl being troubled by skin problems. The character in the commercial is already an achiever and the product steps into her life to solve her skin problems. They wanted to carry the confidence of the character into their online communication as well. The campaign planned centred on the ‘Challenge Accepted’ theme.

Himalaya’s ‘My Lakshya campaign’ to enable people live their dreams, is using digital and social media to reach out to the young urban consumer. The company took a step further to explore a campaign that ties into the soul of brand Himalaya – a problem-solver and an enabler. This gave birth to ‘My Lakshya’, an exclusive campaign that redefines the value of living your dream.

Launched with a video that captures the value of fulfilling one’s dream and aims to bridge the gap between passion and career, the response has been fairly impressive. Social media is being leveraged effectively to spread the word.

The film, created by Web Chutney and directed by Sharad Kalawar took about six months from conception to execution and the core insight came from research interviews. ‘My Lakshya’ gives young adults an opportunity to pursue a career of their choice.

• Himalaya is considered one of the best brands in the personal care segment .
• The complete re-branding exercise and reorientation in the marketing strategy worked out well for the company.
• As in the market they are launching Himalaya’s products. They have large number of products or competitors in the market.
• They are committed towards their nation and people and nature as Himalaya is the natural herbal company so they are trying coming with new products to give value to the costumers and no doubt to the nature . They are trying to open the secrets of nature.
• The company will try to maintain the brand loyalty of the product .
• They have make marketing plan according to demand of their customers and in future they will do the same.
• The company allocate 5% of total marketing spends for personal care to digital.
• Their digital campaigns focus on raising awareness for their products.
• The company has consumers in 67+ countries which rely upon Himalaya’s products.
• Himalaya products have been endorsed by 300,000 doctors around the globe.
• 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.

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Table of Contents

Himalaya leveraged Digital Marketing for ‘Himalaya for Him’ : Case study

About ”himalaya for him”.

Himalaya herbal, India’s leading herbal products company has been a trailblazer since its inception. The company was founded in 1930 by M Manal with a mission to re-introduce the age-old Ayurvedic knowledge to the society in a contemporary form. Manufacturer of wide spectrum of natural products comprising of nutraceuticals, pharmaceuticals and cosmetics, brand ‘Himalaya’ has progressed through its R&D expertise, technological advancements and digital marketing strategy to become a preferred brand among young consumers thus creating its niche in the highly fragmented natural product industry.Recently, the company stepped in the men’s grooming segment, and introduced its face washes under the brand “Himalaya for Him”. The launch of new brand and adoption of digital marketing has paved the company’s road to success. The conquest saga started with the whopping success of its first product, the Pimple clear Neem Face wash, later inclusions like Instant Oil Clear Lemon Face Wash and Power Glow Licorice Face Wash followed the trail. The men’s grooming segment has a huge market potential of INR 3,800 crore and a growth rate of 21 per cent; the face wash segment being 40% of the total market share. “Himalaya is a market leader in face washes and we have known expertise in this segment’ proclaims Rajesh Krishnamurthy, Business Head – Consumer Products Division of the company.

  Himalaya for Him’s Business Objectives

To design natural products through seamless integration of traditional Ayurveda with modern science, create awareness on its unique range of products and ensure its global presence in the men’s grooming segment.

Digital Marketing Strategy adopted by Himalaya for Him

Believe in the digital power.

Himalaya is one of the earliest companies that marked its presence on the internet. As Himalaya has been around for 80 years, it has witnessed the evolution of Internet and embraced the new technology; strategized its business to suit this new medium. After taking on the technological advances in marketing and supply chain technology, the company is now enjoying the results in terms of brand acceptance and revenue generation.

Wooing the prospective consumers

Aiming at the consumers in the 17-22 age group Himalaya Herbal understands the need to complement its conventional advertising campaign with the digital campaign. The company launched a new microsite – Himalaya for Him – to facilitate different kinds of conversations with its consumers.

Social media optimization

While it’s true that a well created video can prompt many a potential consumers into buying products, optimizing it for social media can amplify it further. The Himalaya men face wash teaser was viewed by over a million viewers on YouTube on the first day of the launch. The video featured men’s growing concern about their looks and that a small pimple bothers a man as much as it does a woman. Moreover the launch time perfectly accorded with IPL start and video featuring the star cricketer and style icon Virat Kohli hit the bull’s eye .

The problem solvers

Himalaya has a policy that it responds to all the queries posted on its website within 24 hours . The endeavor helps them create a real connect with their consumers.

Himalaya’s digital Lakshya

In its digital stride, the brand has launched ‘My Lakshya’ – a campaign to realize the dreams of individuals who compromised with their dreams to achieve social acceptance. Moving around the idea of -Believe in yourself and do not give up on your dreams, the My Lakshya digital film created by Web Chutney and directed by Sharad Kalawar,  is a social experiment that drives home the core message of the campaign. The 3-minute film highpoints the disconnection between passion and profession; as people grow up they get entangled in the process of social acceptance and forget about their passion and dreams, thus end up compromising their dreams. The campaign is buoyed by a  website and individuals can be a part of the campaign either by filling up a form or by speaking about their dreams through a video upload. The website also provides a link to “Hmalaya for Him”, the brand website, which besides introducing its product range, also shares tips for success at workplace.

The word is being effectively spread through social media, especially Facebook and Twitter. My Lakshya page on Facebook has already pulled more than 16000 fans in a short span. Additionally, the campaign is being promoted on Twitter through The Himalaya Herbals Twitter page and has grabbed attention of more than 4000 viewers.On the wings of ‘My Lakshya’, Himalaya, has dared an exemplary move in the field of consumer engagement. Going beyond business to being platform for who wanted to pursue their dreams, Himalaya’s My Lakshya has built a strong base to reach out to young and aspiring individuals. The dual concept of promoting its face wash in consort with empowering young individuals to achieve their dreams has paved a road to victory for the brand. An honest campaign backed by an emotional driving message has touched many a hearts. Moreover, contrary to the conventional method of form filling, the video entry option for My Lakshya is an innovative inclusion in the campaign, which makes it far more alluring to the consumers.

Results achieved by Himalaya for Him

 Digital marketing has helped the brand amplify its message and reach out to a wider audience enabling greater creative experimentation and deeper conversations. The digitally inspired product selling increased sales by 123%. Moreover the brand has successfully created a consumer following and Neem Face wash appeared as a market leader recording a net sale of INR 300 crores. The first hurdle in any venture is generating public awareness; Himalaya for him has crossed the hurdle through the magical wings of digital marketing. The brand is all set to take sustainable flight, to witness highest ever revenue collection, through its digital marketing strategies.

It is important for a brand to know its potential consumers and strategize its campaigns to appeal a particular segment. Marketing strategies that also take care of the consumers aspirational needs are a sure win.

Photo credits:  Himalaya

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A Case Study on Himalaya Face Wash

Article Overview

A global Indian company located in Bangalore, India, the Himalayan Drug Trading Corporation . Health goods incorporating Ayurvedic components are manufactured under the Himalayas Natural Healthcare logo. under the Himalayas Natural Healthcare logo . Under this particular symbol, they hit facewash off their predominantly first-class advertising, which captured the Market for Indians.

History of Himalaya

The Himalayas was established by Manal in 1930 to serve the human race utilizing Ayurvedic commodities and disengaging the people from the five thousand to twelve-month-old medication gadget. In Dehradun, the organization began activities and grew dramatically thereafter. Today, Himalayas is a leading global natural fitness and private healthcare company, with almost 500 goods in more than a hundred countries. They also offer a website where you may buy their items without delay. On other shopping applications and websites, Himalayan items are also to be held. They provide a range of facial washings within their product range which meet customers’ unique demands. Neem face wash to fight pimples, moisturizer aloe vera face cleanses for fragrant pores and skin, Kesar face-wash for sparkling and radiant skin, clear face wash visage for those seeking clean pores and skin, lemony face wash, and then a light facial exfoliation wash from their repertoire. Among all these, though, the cleansing neem face wash is their flagship product. To date, it accounts for almost 80% of its sales below its face wash range. These days we will be debating the neem facial cleanser in great part for that cause.

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Marketing Strategy of the Himalayas Face Wash

Himalaya Neem Facial Cleanser has a 24 percent market share that’s important to your company. The company selected the potential customers with a suitable classification and concentrated on the desired base.

Himalaya’s Market Segmentation

A natural soap-loose component to remove pollutants and aid to treat acne is the neem Facial wash of the Himalayan brand . The organization states that neem and turmeric are a natural mix and can help reduce Acne recurrence with time. This product is therefore highly popular among youth with skin and acne issues. Trading businesses are so split between age and age. Furthermore, they are dependent entirely on regional and financial considerations, since the particular symbol messages, marketing, and product variants are present across each rural & urban location. For instance, the agency has particularly created a 5-rope bag to enter the agriculture sector.

The Target for the Himalayas

As previously indicated, Neem Cleaner targets clients with skin and acne problems, particularly young people such as individuals between the ages of 15 and 25, who are below this need. Because the Himalayas are also A firm with Ayurvedics and, they are also aware of people who have nevertheless trust Ayurvedic in ancient time techniques. Because the practice of Ayurveda in the current instance has been widely criticized and is a potential consumer consumption component. It is certainly an incredible strategy, focused on those who voluntarily engage in it.

Positioning of Himalayas

Ayurvedic aqueous cleaning with different skincare ingredients is marketed as a chemically manufactured Himalayan Face Wash . The brand concentrates on all sorts of consumers, shown in its positioning as well as advertisements across urban and rural regions. To assure sustainability, they assure that the communications are turned to sales via their extensive distribution network. The brand succeeded in distinguishing itself from its stage, establishing a diversified clientele.

Himalayan Face Wash Competitors

In addition to new rivals, historical goods have been created for the Himalayas neem face cleanser. Some of their main competitors we shall communicate.

Neutrogena  is an easy facial purifier and oil-free zits face wash, since they are within the same category of products, competing with neem facial washes and marketed by similar buyers. Neutrogena also claims to have residences for anti-pimples and blackheads. The market is aimed at young individuals who are aware of personal skincare .

Clean and Clear

The Clean and Clear facial wash is a very popular Indian product and is also rather affordable. The agency promotes mostly operational professionals and university university students and is a great product for the management of face oil and pollution. Their advertisements aimed toward college women are known and reputable.

Lotus Herbals

Lotus is an almost chance for the Himalayas since they are in the herbal area, as anti-pimpled oil manipulates face washing. It also connects the Himalayas with top washing lists as much as possible. But, generally, the neem face wash is more appropriate in line with comments and pattern reviews.

In terms of the components and responses given, Garnier’s neem face washes are also virtually the same as the Himalayas. Although the Himalayas are wildly more famous and recognized on the market, closer choices generally represent a danger. His aggressive benefit and consistent customer base have been extremely effective thus far in the Himalayas.

These are some companies that compete on the market well with Himalayan neem face cleansers in its acne category.

SWOT analysis of the Himalayas Face Wash

SWOT is a strategy for the assessment of these four elements of a company for the above-described goals. It also refers to strength, weakness, opportunity, and threat. The following is the Himalayan face wash SWOT Analysis:

The strong image of the brand and worldwide presence.

Famous and distinguished brand in the Ayurveda business.

High retention of the client.

Its digital commercialization must be enhanced. Weak SEO in particular.

Similar product options.

Opportunities

Diversification of the product line for their men’s facial care.

Further internet promotion, Digital Marketing .

Numerous brand products such as lotus, Safi, Mamaearth, etc. of ayurvedic facial washing .

Several newcomers capitalize on today’s trend and are on-demand for clean, chemical-free goods and cosmetics.

We discover from the study that, to maintain its strong market position, the brand primarily has to enhance its SEO and identify clearer competitive advantages.

The face wash of Himalaya is certainly one of the most common market consumer options. This is mirrored by many reviews posted across platforms by happy users. The location of the brand is appropriate and grabs the target population fully and maintains it. The firm has a strong presence on social media, which regularly provides relevant and interesting material. Their promotions and partnerships are an important step to build awareness and interest in the company. Although there are a large number of rivals and future entries, Himalaya retains its unique image inside the audience’s thoughts.

Also Read:  The Bold and Beautiful: Falguni Nayar

• Himalayan Face Wash

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Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market

By: S. Ramesh Kumar, Nitya Guruvayurappan

Kumar was curious to find out whether consumers were really loyal to the brands in the toothpaste category. He was interested in the toothpaste category, and Himalaya had herbal offerings in the…

• Length: 15 page(s)
• Publication Date: Oct 25, 2011
• Discipline: Marketing
• Product #: W11388-PDF-ENG

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Kumar was curious to find out whether consumers were really loyal to the brands in the toothpaste category. He was interested in the toothpaste category, and Himalaya had herbal offerings in the retail and prescriptive segments. Were consumers loyal to a particular brand of toothpaste? Did they remember the functional brand benefits? Were consumers buying brands due to the social benefits reflected in the ads? Did consumers continue to buy particular brands without switching, due to inertia? Were consumers interested in herbal offerings? How should Himalaya be perceived by consumers? This medley of issues presented yet another opportunity to an academic to conceptualize consumer behaviour, one that was perhaps unique to the Indian context.<br><br>The concept of product involvement differentiated consumer segments based on the degrees of personal interest expressed by consumers with regard to specific products and services. High-involvement categories required consumers to be involved in extensive buying behavior that led to one or more of the following aspects: risk reduction, enhancement of self-image, and a greater degree of gratification in having achieved an optimal choice after examining the various alternatives in the category. Low-involvement categories were those that were bought in a routine manner by the consumer, with a degree of personal interest that was lower than that associated with the high-involvement categories. Marketers always had to face competitive challenges in enhancing the degree of involvement even in low-involvement categories through appropriate branding initiatives. The toothpaste category was one such category in the Indian context.

Learning Objectives

This case study can be used at the graduate and post-graduate levels, in courses on consumer behavior, international marketing, emerging markets, and competitive brand strategies to illustrate: How do involvement levels of toothpaste consumers affect brand attitudes? How do consumers get segmented based on involvement levels associated with toothpaste? How can involvement levels differ from a category as compared with the brands in the toothpaste category? Can involvement levels associated with the toothpaste category be linked with brand positioning strategies?

Oct 25, 2011 (Revised: Jan 30, 2012)

Discipline:

Geographies:

Industries:

Healthcare service industry, Retail trade

Ivey Publishing

W11388-PDF-ENG

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Client Case Study: Influencer Marketing for Himalaya

• Author: Mrinali Fernandez
• Updated Date : 18 September , 2018
• Updated Date : February 21, 2022
• Updated Date :

Table of Contents

Himalaya is India’s leading wellness company, with a history spanning more than eight decades in herbal research. The company has successfully positioned itself as a brand that harnesses the science of Ayurveda and modern research to create products that are gentle, safe and trustworthy.

Himalaya approached us to launch two separate campaigns for their facial wipes and their Fresh Start face washes. These rejuvenating facial wipes from Himalaya are gentle on the skin but strong enough to clear away dirt, grime, makeup and pollution, letting your skin breathe and feel refreshed.

They were looking to engage with social media influencers to create awareness about both sets of products.

Himalaya Facial Wipes Campaign

We at influencer.in reached out to some of the most popular fashion, beauty and lifestyle influencers as well as travel, parenting and YouTube influencers to showcase Himalaya’s refreshing facial wipes that come in two variants – Moisturising Aloe Vera and Purifying Neem.

The 152 shortlisted influencers used these facial wipes and with their experiences created engaging content for their audiences via the medium of blogs and social media channels, with the hashtag WipesOnTheGo. Esha Hindocha, Avani Hirannandani, Nidhi Agarwal and many more were some of the well-known influencers who were a part of this campaign.

Together, the influencers explored various forms of content like static posts and stories, grid posts on Instagram, video and blog posts.

Working in tandem with our influencers, we were able to generate over 300 Instagram posts, more than 50 Facebook and Twitter posts on each platform.

Esha Hindocha’s Instagram post got 421 likes, while her blog had 497 page views. On Twitter, our influencer Divsi Gupta a.k.a Quirky Wanderer’s tweet received 74 likes, 10 comments and 62 re-tweets.

Overall, the #WipesOnTheGo campaign was a successful one. It created a lot of buzz in the beauty and wellness community, particularly for their versatility and how easy they are to use. The campaign ended up reaching a large number of people and achieving Himalaya’s goal of creating awareness for their facial wipes. Here are the numbers to prove it.

• Total impressions – 10 lakh
• Total Engagement & Clicks – 1.7 lakhs
• Total unique influencers – 152

Himalaya Fresh Start Campaign

Following the success of the first campaign, Himalaya approached us once again to work on creating awareness for their latest line of face washes with the hashtag StayOilClearStayFresh. We got in touch with the top beauty influencers on Instagram and others from fields of lifestyle, fashion, travel and Youtube influencers as well.

Upon finalisation, these influencers received the Fresh Start face washes and recorded their experience online in formats similar to the first campaign, namely blog posts, videos, grid posts, stories, etc.

The Himalaya Fresh Start face washes come in four variants – Strawberry, Blueberry, Lemon and Peach. While each variant comes with its own set of benefits, they are most advantageous for people suffering from oily skin and acne-related problems. However, normal, dry and combination skin types can also use these gentle face washes that are free from harsh chemicals. Most of our influencers featured all four variants together in their posts and spoke about how good their skin felt after just a single use of the product.

Each post by the influencers got a minimum of thousand likes on Instagram. Pooja Mudhra’s post had the highest engagement with 13,712 likes.

Another influencer, Jhanvi Bhatt took the #StayOilClearStayFresh forward with an Instagram stop-motion video, which received 1,135 views. Ashima Makhija’s video post saw a whopping 22, 537 views!

Influencer marketing is one of the latest trends in digital marketing and can help brands creating awareness, boosting sales and brand image. Several brands have leveraged the power of influencer marketing which has resulted in a number of successful influencer marketing campaigns . Head over to Influencer.in to find the right influencers to engage with your audiences and promote your brand. You can also read our blog on why Instagram is the most important channel for Influencer marketing .

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• Case Details
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» Understand the issues involved in building the brand image of a product like Ayurvedic Concepts and the role of advertising in building the brand image.

Marketing strategies, Indian herbal healthcare, Himalaya Drug Company, HDC, 1990, advertisement campaign , personal care, product range, Ayurvedic Concepts, R&D, product development, retailing, perception, Indian consumers, Himalaya

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Caso Himalaya

India was one of the emerging markets that had witnessed a radical change in the lifestyles of consumers in the last decade. About 60 per cent of the country's population was below the age of 35, and youth comprised a significant proportion of the population. Professional personal grooming and the use of branded personal care products had become almost an everyday requirement for the urban population. The face wash category was one that had attracted several brands, which consumers were trying out both for their benefits as well as for the experience. The Himalaya Drug Company (Himalaya), which had the Himalaya brand of face wash, was interested in obtaining insights into how the lifestyle of consumers was associated with the use of this category. Several brands had positioned themselves according to various attributes and benefits. Himalaya wanted to understand the impact of values and lifestyles both on the category and on the brands in this category. They made use of a consumer survey — which was conducted in July and August 2011 — that investigated the lifestyle of consumers and connected it to various brands through the concept of laddering. Were the attributes and benefits of the brands associated with the lifestyles of the consumers? How were values related to brand association? Himalaya hoped to obtain insights through these questions that were part of a case study by Professor Ramesh Kumar, who was interested in connecting concepts with practice and who looked forward to exploring various aspects of consumer behaviour and brand associations.

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International Journal of Management, Technology, and Social Sciences (IJMTS)

Srinivas Publication , Sreeramana Aithal

Humongous size of Indian retail market, evolution of modern and external brands friendly retailing formats in addition to attracting many Global lifestyle brands has also prompted many Indian exporters, manufactures, conglomerates and entrepreneurs to launch Indian lifestyle brands. It is evident that only a few Indian brands are able to create true lifestyle brand image in their employees, investors, competitors and consumers mind and the trueness level of the majority of Indian lifestyle brands is still a question. Majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are impatient and unaware of implicit long-term strategical benefits of creating a true lifestyle brand image in consumers mind. It is true that India is one of the countries with consumers belonging to the widest range of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds which makes it very difficult for any lifestyle brand to own a true lifestyle brand image at National level and makes it furthermore important for them to be more careful and efficient in ensuring adaptation of right Marketing Mix. It is observed that the majority of Indian lifestyle brands believe they have adopted the right Marketing Mix and it is yielding the best possible revenue and profit. This belief/assumption always distracts them from working on their existing Marketing Mix and they rather spend most of their time in finding elements which are new or latent in nature to be added to the existing Marketing Mix. In this research work, we have evaluated existing Marketing Mix of few select Indian lifestyle brands across various product categories and consumer target groups to design a new Marketing Mix by just rationalizing and re-prioritizing all the elements and sub elements of basic "4P's" of McCarthy's original 'Marketing Mix' proposition along with taking clues from Lavidge and Steiner's original 'Hierarchy of Effects Model'.

International Journal of Management Excellence

Yulina Eliza

This study aims to explain the effect of life style and brand image on purchasing decisions for personal care products. The analytical method uses descriptive and quantitative approaches in which data collection uses questionnaires. This questionnaire was delivered to respondents by interview. The sample size is 100 respondents. The results showed that life style simultaneously had no effect on purchasing decisions, brand image simultaneously had a positive and significant effect on purchasing decisions, buying interest influenced life style in a persial manner and had a significant effect. Brand image influenced buying interest in a persial manner and had a significant effect. Purchasing interest has a positive and significant influence on purchasing decisions, the influence of intervening buying interest on life style variables shows no significant effect and buying interest on brand image variables shows a higher influence. Thus it is recommended that marketers use brand image to...

International Business Research

sumudu munasinghe

In the context of marketing communications where the concern is to create effective brand promotions, associating a brand with the personality of the consumers commonly known brand personification has become one of the most prominent aspects over recent years. In the process of designing the message, incorporating an appeal where the brand is associated to a human-like character is called the humanization of brands in advertising. There, the brand focuses on attracting the consumers with a reflection of the consumer&rsquo;s personality in the brand being promoted. This strategy becomes thousand times more attractive to those products which are closely associated with the consumers. Thus, humanizing a brand alone isn&rsquo;t sufficient, while humanizing them in the appropriate appealing manner is much more vital. Hence, this research will mainly be focusing on identifying the most suitable personality dimension to be associated for some of the top of mind personal care brands in Sri ...

Academy of Strategic Management Journal

Iqbal T Hawaldar , Vishal Samartha

Purpose-All efforts of marketers are aimed at building brands. But there is no fixed formula to build a brand in Indian market. The purpose of this study is to identify the attributes that has the power to position the product in the Indian youth's mind as a high-value brand and influences their buying behaviour. Design/methodology/approach-The research is empirical in nature and data has been collected through focus group interview on the sample picked from North, South, West and North Eastern region of India. Findings-The study prove that the brand value is an integrative effect of Good looking, high class, original, popular, iconic and subcultural elements in Indian market that which distinguish high and low-value brands. These elements vary but are closely knit together forming a higherorder structural model of brand value. Research limitations/implications-The direction for future research and limitations of the study are presented. Practical implications-The study provides the roadmap to managers as to how to build a highvalue brand in Indian market. The study will be helpful to the companies in designing their marketing programs to establish them as a high-value brand and will also benefit the companies with low brand value in repositioning their brand as a high-value brand. Originality/value-The available literature agrees that high-value brands are associated with narcissism, pleasure, excitement and youthfulness which make a brand succeed but these studies are lacking in defining these characteristics clearly and hence the concerns of highvalue is unanswered. Under this study these gaps in literature are addressed.

ABC Research Alert

Anima Karmakar

It is evident that among more than 5000 Indian lifestyle brands, only a few brands have created true lifestyle brand image in their employees, investors, competitors, and consumer’s minds, and the trueness level of a majority of Indian lifestyle brands is still in question. The majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are unaware of implicit long-term strategical benefits of creating a true lifestyle brand image in consumer’s minds. In India, the lifestyle category has also become one of the most sought-after categories for many start-up entrepreneurs. Just because there is an evident gap for a certain lifestyle product category in the market and just attempting to fill such a gap does not guarantee sustainable success. India indeed is one of the countries with consumers belonging to the widest range of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds which makes it very difficult for any lifestyle brand to own a true lifestyle brand image at National level and makes it furthermore important for them to be more careful and efficient in ensuring adaptation of right consumer-level evaluation techniques and tools to regularly measure a brand’s the true potential in attaining a sustainable profitable stage of its evolution. Both new and existing lifestyle brands in India inevitably require investors to fund their journey of attaining the final stage of evolution which is known as a sustainable profitable stage. However, in the absence of any inputs-driven consumer-level measurement instruments, investors are in a quandary to gauge, estimate and forecast the true potential of lifestyle brands in India from the consumer point of view before they make any investment decisions and usually most of the investors follow traditional brand equity or valuation methods which are mostly skewed toward output-driven measures and sometimes they are misleading. In this exhaustive empirical study, we have studied a few select lifestyle brands, investors and investments to identify 68 inputs-based sub-elements across 4 key elements and 3 dimensions to design a simple consumer-level instrument named as CL-LBSi, which would measure the true potential of a lifestyle brand in India irrespective of the brand’s current age in the Indian retail market.

IOSR Journals publish within 3 days

Abstract:Brand awareness on brand which constitutes the success of a brand. The present study is an attempt to update their understanding of the attributes of the products and the role of brand awareness of personal care brands among in Chennai district respondents. The questionnaires were distributed hundred respondents by using convenient sampling techniques. Data was analyzed by Simple percentage and one sample‘t’ test for this study. Keywords:Brand Awareness, Brand preferences,Product Attributes,Consumer expectations

JURNAL APLIKASI MANAJEMEN

Dwi Hayu Agustini

International Journal of Applied Marketing and Management

Publishing India Group

Adoption of new technology, availability of resources, and nuclear family structure have increased the importance of teenagers in the family purchase behaviour. Teenagers nowadays are very wise, so they are capable of taking the risk associated with different decisions. They are confident, strong, and independent. The present paper covers the identification of various factors that are affecting the brand consciousness among the teenagers. Further, the effect of the demographic variables on teenagers' decision-making process is discussed. In this study, a sample of approximately 269 school and college students has been collected from the non-metro region such as Mathura, Agra, Shikohabad, and Firozabad in Uttar Pradesh. The data has been put in the SPSS 21.0 version for the calculation purpose. The data analysis techniques such as factor analysis and chi square analysis have been applied to meet the above-mentioned objective. The concept is very important to study as branded products' demand is increasing day by day resulting in a growing market. The results will be helpful to the marketers, to the policy makers of the corporate houses, and to advertisers in order to promote their products in an effective manner so as to reach the maximum number of teenagers.

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