MARKETING PLAN

HIMALAYAs
SKIN CARE PRODUCTS
Table of Contents
1. Executive Summary..........................................................................................01
1.1.The Product.............................................................................................01
1.2.The Target Market...................................................................................01
1.3.Why the Target Market Needs This Product...........................................01
2. Company Background.....................................................................................02
2.1.Brief Company istory...........................................................................02
2.2.Mission !tatement...................................................................................03
. Situation !nalysis.............................................................................................0"
3.1.#n$ironmenta% &na%ysis..........................................................................0"
3.1.1. !ocia% #n$ironment.............................................................................0"
3.1.2. #conomic #n$ironment.......................................................................0"
3.1.3. 'emographic #n$ironment.................................................................0(
3.1.". Techno%ogica% #n$ironment................................................................0(
3.1.(. Competiti$e #n$ironment...................................................................0(
3.2.!W)T &na%ysis.......................................................................................0*
3.2.1. !trengths..............................................................................................0*
3.2.2. Weaknesses.........................................................................................0*
3.2.3. )pportunities.......................................................................................0+
3.2.". Threats.................................................................................................0+
". Segmentation Strategy.....................................................................................0,
".1.-enera% Product Market Characteristics.................................................0,
".1.1. Product .ife Cyc%e..............................................................................0,
".1.2. Type of product/ con$enience0 shopping0 specia%ty0 etc .....................10
".2.Possi1%e Market !egments......................................................................10
".2.1. !egment 1............................................................................................10
".2.1.1. -eographic..................................................................................10
".2.2. !egment 2............................................................................................10
".2.2.1. Beha$iora%...................................................................................10
".2.3. !egment 2............................................................................................10
".2.2.1 'emographics...........................................................................11
".3.&pproach to !egmentation......................................................................12
".3.1. &pproach and 2easoning for 3t...........................................................12
".3.2. !e%ection of Target Market4s5..............................................................1"
#. Strategic $ocus and %lan..................................................................................1(
(.1.Core Competencies.................................................................................1(
(.2.!ustaina1%e Competiti$e &d$antage.......................................................1(
(.3.-enera% Marketing !trategies..................................................................1*
&. 'arket (esearc)..............................................................................................1+
*.1.2esearch P%an..........................................................................................1+
*. 'arketing %rogram..........................................................................................1,
+.1.Positioning...............................................................................................1,
+.2.Product !trategy......................................................................................1,
+.2.1. Brand Name....................................................................................617
+.2.2. 8eatures and Benefits..........................................................................17
+.2.3. Points of 'ifferentiation..................................................................617
+.2.". Product .ife Cyc%e..........................................................................620
+.3.Price !trategy..........................................................................................20
+.3.1. -enera% Pricing !trategy.....................................................................20
+.3.2. Comparati$e Pricing...........................................................................21
+.3.3. Price 2eactions....................................................................................22
+.".'istri1ution !trategy...............................................................................22
+.".1. )1taining Materia%s.............................................................................23
+.".2. Warehousing........................................................................................23
+.".3. 'istri1ution to Customers...................................................................23
+.".". 3ntermediaries......................................................................................2"
+.".(. Transportation.....................................................................................2"
+.".*. )rder Processing.................................................................................2(
+.(.Promotion !trategy..................................................................................2(
+.(.1. Communication )19ecti$es.................................................................2(
+.(.2. &d$ertising..........................................................................................2(
+.(.2.1. Creati$e !trategy.........................................................................2(
+.(.2.2. &ppea%s........................................................................................2*
+.(.2.3. Competiti$e #fforts.....................................................................2*
+.(.2.". Media :ehic%es............................................................................2+
+.(.2.(. Print &d.......................................................................................2+
+.(.3. Persona% !e%%ing...................................................................................2+
+.(.". !a%es Promotion..................................................................................2+
+.(.(. Pu1%ic 2e%ations..................................................................................2,
+.(.*. Pu1%icity..............................................................................................2,
+. Evaluation and Control....................................................................................2,
,.1.3mp%ementation.......................................................................................2,
Supporting ,ocuments
!ppendix ! - %erceptual 'ap
!ppendix B - Sample !d......................................................................................2.
!ppendix C - /antt C)art
!ppendix , - 'arket (esearc) $orms...............................................................0
M&2;#T3N- P.&N
HIMALAYA COSMETICS SKIN CARE
1. E0EC1T23E S1''!(45
1.1 T6E %(7,1CT5
The product chosen for generating a marketing p%an is from the company
<3M&.&=& 4er1a% ea%thcare5> c%assified under the skin care segment. The
skin care is an area ?hich 1road%y co$ers products that are re%ated to?ards the
teenagers such as skin nutrients0 soaps0 face packs0 face ?ashes0 %ip s%a$es and
fairness creams.
1.2 T6E T!(/ET '!(8ET5
The ima%aya@s skin care production concentrates deep into the reAuirements of
the teenagers ?here they maintain a uniAue standard of producing the products
using her1a% ingredients that does not affect the skin of the user.
1. 964 T6E T!(/ET '!(8ET :EE,S T6E %(7,1CT5
The target market as stated 1efore are the teenagers ?ho eBpect the product to 1e
more of her1a%s rather than chemica%s that spoi%s their skin. ima%aya thus
produces products that are more to?ards persona% skin care that protect the
consumers from inside0 air conditioning and centra% heating dehydrating skin0
)utside0 a chemica% cocktai% ?ith e$ery 1reathe. Thus the products produced are
?e%% satisfied ?ith the consumers@ eBpectations there1y pro$iding them ?ith a
hea%thy nourishing skin.
2. C7'%!:4 B!C8/(71:,
2.1 B(2E$ C7'%!:4 62ST7(4
!B71T T6E C7'%!:4/
The ima%aya 'rug Company ?as founded in 1730 1y Mr. Mana%
?ith a c%ear $ision to 1ring &yur$eda to society in a contemporary form
and to unra$e% the mystery 1ehind (000 years o%d system of medicine.
The company has focused on de$e%oping safe0 natura% and
inno$ati$e remedies that ?i%% he%p peop%e %ead richer C hea%thier %i$es.
Today ima%aya products ha$e 1een endorsed 1y o$er 20 (00000 doctors
around the g%o1e and consumer in (7 countries re%y on ima%aya for
their hea%th and persona% care needs.
62ST7(45
1730 D Mr. M Mana% formed the ima%aya 'rug company.
173" D .aunch of !erpina0the ?or%d@s first hypertensi$e drug.
17((D .i$ (20 a hepatoprotecti$e drug is %aunched and goes
on to 1ecome one of the ?or%d@s top se%%ing drug.
17+(D &n ad$anced manufacturing faci%ity is set up in Banga%ore.
177* D The company opens its E! office at ouston0 TeBas.
177,DThe anima% hea%th product range for commercia%
%i$estock is %aunched.
2001 F The company adopts a ne? unified 1rand eAuity.
200( F ima%aya ce%e1rates +( years.
2.2 '2SS27: ST!TE'E:T5
#sta1%ish ima%aya as a scienceD1ased0pro1%emDso%$ing0headDtoD
hee% 1rand0harnessed from nature@s ?ea%th and characteriGed 1y
trust and hea%thy %i$es.
'e$e%op markets ?or%d?ide ?ith an inDdepth and %ongDterm
approach0maintaining at each step the highest ethica% standards.
#nsure that each ima%aya emp%oyee strong%y 1acks the ima%aya
promise to eBceed the eBpectations of the consumer0 each time and
e$ery time. Nothing %ess is accepta1%e.
.S2T1!T27:!; !:!;4S2S5
.1 E:32(7:'E:T!; !:!;4S2S
.1.1 S7C2!; < C1;T1(!; E:32(7:'E:T5
Cu%tura% factors might inc%ude the ?ay peop%e percei$e the 'rugs
shou%d 1e for their fami%y. The upper midd%e c%ass popu%ation0 i.e.
ima%aya ea%thcare target segment is ho?e$er re%ati$e%y sensiti$e to
cu%tura% factors as the peop%e often ha$e different demand of the
'rugs they purchase. o?e$er if ima%aya ea%thcare is %ooking to
target other income popu%ation as ?e%%0 then this factor ?ou%d gain
a higher prominence.
.1.2 EC7:7'2C E:32(7:'E:T5
3n addition0 the uncertain eBchange rate and a sudden increase in
do%%ar $a%ue against 3ndian rupee ha$e contri1uted to the s%o?do?n.
3ncreasing do%%ar $a%ue has raised the %anded cost of imported machine
too%s and e$en ra? materia%s reAuired for production 1y a1out 1"H. To
make the matter ?orse0 it is 1e%ie$ed that pharma manufacturers across
the country are %ooking for reDimposition of custom duty on pharma.
3ncreased cost of ra? materia%s direct%y affects the cost of the 'rugs
ro%%ed out0 e$entua%%y tagging a particu%ar 'rugs mode% ?ith a higher
price tag0 hence ima%aya has to %ook to?ards tack%ing the cost to ser$e
the customers.
.1. ,E'7/(!%62C E:32(7:'E:T5
This as a macro en$ironmenta% factor has a $ery positi$e impact on
ima%aya ea%thcare drugs as the upper midd%e c%ass peop%e 1e%ie$e in
purchasing the Aua%ity product that can suit their c%ass. The target segment for
ima%aya ea%thcare as identified ear%ier is primari%y the upper midd%e or higher
c%ass. This segment of the popu%ation has a high disposa1%e income and prefers
high $a%ue in the product.
.1." TEC6:7;7/2C!; E:32(7:'E:T5
The techno%ogica% factors ?i%% p%ay a $ery $ita% ro%e in the future gro?th
of ima%aya ea%thcare. The engineers from ima%aya ea%thcare
?orked at c%ose Auarters ?ith their foreign counterparts in the
de$e%opment of the 6imalaya 6ealt)care drugs= much %ike that for
other competitors.
.1.# C7'%ET2T23E E:32(7:'E:T5
Ma9or competitors of ima%aya ea%th care inc%udes 'a1ur0
Ca$in;are0 Paras pharmaceutica%s0etc.0 The manufacturing
costs C processing costs are high and a%so there is huge
competition from synthetic 1rands. !o0 ima%ayas ha$e to
o$ercome a%% these issues in making their products 1etter than
the competitors.
.2 S97T !:!;4S2S
.2.1 ST(E:/T6S5
Wide range of productsD Pharmaceutica%0 Persona% care0
&nima% care.
!trong 1rand image C g%o1a% presence.
!trong distri1ution channe%s0 3nternationa% consignment
de%i$ery ?ithin ", hours.
2C'D2egu%atory certifications E!8'& Iua%ity assurance
through -MP0-.P C -CP.
8irst company to produce 100H her1a% 1a1y products.
.2.2 9E!8:ESS5
Basic image of ima%aya as an her1a% hea%th care company.
.imited no of 1otanica% supp%ier and inappropriate methods
of co%%ection and storage %eading to su1 optima% %e$e%s of
acti$e constituents.
Iua%ity constraint.
.2. 7%%7(T1:2T2ES5
uge demand of her1a% and &yur$eda products in
3nternationa% market.
Entapped rura% market.
NeBt to 3T C Biotechno%ogy research in medicina% p%ants
shou%d emerges as the most sustaina1%e gro?th sector in the
years to come.
Targeting dia1etic patients.
.2." T6(E!TS5
Ma9or competitorsD'a1ur0Ca$inkare0Jyothy
%a1oratories0Paras Pharmaceutica%s0Kandu.
Manufacturing costs C processing costs are high.
Competition from synthetic 1rands.
". SE/'E:T!T27: ST(!TE/4
".1 /E:E(!; %(7,1CT '!(8ET ST(!TE/45
".1.1 ;2$EC4C;E 7$ T6E %(7,1CT5
The product %ife cyc%e goes through mu%tip%e phases0 in$o%$es many professiona%
discip%ines0 and reAuires many ski%%s0 too%s and processes. Product %ife cyc%e 4P.C5
has to do ?ith the %ife of a product in the market ?ith respect to
1usinessLcommercia% costs and sa%es measures. To say that a product has a %ife
cyc%e is to assert three things/
Products ha$e a %imited %ife0
Product sa%es pass through distinct stages0 each posing different cha%%enges0
opportunities0 and pro1%ems to the se%%er0
Products reAuire different marketing0 financing0 manufacturing0 purchasing0
and human resource strategies in each %ife cyc%e stage.
The four main stages of a productMs %ife cyc%e and the accompanying characteristics
are/
Stage C)aracteristics
1. 'arket
introduction stage
1. costs are $ery high
2. s%o? sa%es $o%umes to start
3. %itt%e or no competition
". demand has to 1e created
(. customers ha$e to 1e prompted to try the product
*. makes no money at this stage
2. /ro>t) stage
1. costs reduced due to economies of sca%e
2. sa%es $o%ume increases significant%y
3. profita1i%ity 1egins to rise
". pu1%ic a?areness increases
(. competition 1egins to increase ?ith a fe? ne? p%ayers
in esta1%ishing market
*. increased competition %eads to price decreases
3. 'aturity stage
1. costs are %o?ered as a resu%t of production $o%umes
increasing and eBperience cur$e effects
2. sa%es $o%ume peaks and market saturation is reached
3. increase in competitors entering the market
". prices tend to drop due to the pro%iferation of
competing products
(. 1rand differentiation and feature di$ersification is
emphasiGed to maintain or increase market share
*. 3ndustria% profits go do?n
". Saturation and
decline stage
1. costs 1ecome counterDoptima%
2. sa%es $o%ume dec%ine or sta1i%iGe
3. prices0 profita1i%ity diminish
". profit 1ecomes more a cha%%enge of
productionLdistri1ution efficiency than increased sa%es

".1.2 T4%ES 7$ T6E %(7,1CT5
The Consumer products are c%assified into " types as mentioned a1o$e. The
product of ima%aya@s can 1e c%assified into Con$enience and !hopping
products ?here the demand for the product is high and there is a mass
ad$ertising made for those products. There are many out%ets present for the
purchase of the products.
".2 %7SS2B;E '!(8ET SE/'E:TS
1. /E7/(!%62C5
!rea5 Metropo%itan cities and to?ns
The company has targeted metropo%itan cities and to?n 1ecause of
popu%ation and consumer kno?%edge a1out the product is considera1%e and
to?ns are upcoming 1usiness p%aces. &s the products from the company are
pure%y made of her1a% the end users must 1e ?e%% educated in order to kno?
a1out the ad$antage of using a her1a% skin care product.
2. BE6!327(!;5
7ccasions5 those ?ho go to schoo%s0 co%%eges0 offices
1ser Status5 2egu%ar usage for 1etter resu%ts
!ttitude to>ards t)e product5 a necessary part of e$eryday skin care
treatment.
Benefits5 the products in the ima%aya skincare has used its ?ea%th of
kno?%edge and research0 in natura% her1a% remedies0 to formu%ate a range of
persona% care products that cater to your dai%y needs. The products are from
natura% her1a% ingredients that can 1e used dai%y and causes no side effects. &
gent%e 1%end of her1a% eBtracts that restores skin $ita%ity reDhydrates the skin
and keeps the user to fee% fresh a%% the day %ong.
. ,E'7/(!%62CS/
!ge5 1*D2*
The target customers are teenagers and those ?ho gi$e importance to their
skin and ?ho are ?e%% a?are of the her1a% products and its importance.
Education5 !tudents or -raduates
&s mentioned ear%ier the product entire%y dea%s ?ith the ingredients of her1a%
and natura% materia%s and there1y the endDusers must 1e educated to kno?
a1out the importance of the products and its use.
Sex5 EniseB
The product ?as %aunched for usage of 1oth ma%e and fema%e to protect
their skin from the po%%uted en$ironment.
7ccupation5 !tudents and office goers
The company has targeted these peop%e 1ecause the o19ecti$e is to target the
students and young office goers as they ?i%% 1e more concentrated to?ards
their 1eauty and skin care.
;ifecycle5 sing%e and married ma%e and fema%e
&ny one of the a1o$e mentioned target audience are those ?ho ?i%% care for
their skin and those ?ho don@t mind spending for their persona% skin care
products that ?i%% gi$e them a fee% of esteem
Social Class5 Midd%e and Epper c%ass peop%e
Peop%e ha$ing enough money to afford for the product are the upper and
midd%e c%ass as the cost of eBtracting and manufacturing products of her1a%
ingredients is high compared to other chemica% skin care products.
".2 !%%(7!C6 T7 SE/'E:T!T27:5
".2.1 !%%(7!C6 !:, (E!S7:2:/ $7( 2T5
:aria1%es can 1e determined 1y management
perception of 1usiness opportunities0 1ecause of the <?or%d $ie?> that
managers ha$e of their 1usiness ?or%d. 3n its simp%est form0 this sometimes
%eads to segmentation mode%s that are 1ased on a sing%e criterion0 such as
?hich product a customer purchases0 or the region of the country ?here a
customer or prospect resides.
&%ternati$e%y0 comp%eB mu%ti$ariate mode%s can 1e
de$e%oped ?ith this approach ?here pro9ect managers se%ect measures 1ased
on an a priori $ie? of the factors percei$ed as most re%e$ant in
differentiating customers and prospects. 'etermining the $aria1%es to use in
a segmentation mode% can a%so 1e done on the 1asis of statistica% criteria.
Many different statistica% techniAues0 as ?e%% as outcome measures0 may 1e
used to determine the $aria1%es that are u%timate%y used in the segmentation
ana%ysis. The steps in$o%$ed in Customer !egmentation &pproach are/
STE% 1 ? ,efine core @definingA vs. non?core @fine?tuningA parameters5
Iuestion is on ?hat are the top %ine parameters0 ?hich ?i%% make a difference to
your strategy. The fo%%o?ing cou%d 1e among your defining segmentation
parameters/
3ncome group 4%o?er income groups ?i%% 1e higher potentia% customers50
Esage patterns 4a higher usage is eBpected as that ?i%% gi$e you good
re$enue on %o?er margins50
2isk profi%e 4you cannot ha$e a high risk ?ith %o? margins5
STE% 2? Customer Segmentation at single core parameter level
)ne can first identify the customer segments at a sing%e parameter %e$e%. This
means that one shou%d make mu%tip%e sets of customer segments/
)ne set of segments for their risk profi%e. 4high risk0 medium risk0 %o? risk..5
)ne set of segments for product affinity. 4Market 1asket ana%ysis..5
)ne set of segment for #BistingLpotentia% $a%ueLprofita1i%ity. 4igh $a%ue0
medium $a%ue0 %o? $a%ue..5
STE% ? Customer segmentation across multiple core parameters5
=ou can no? make neBt %e$e% groupings on com1ination of mu%tip%e parameters.
This ?i%% generate c%usters of customer segments. & customer in this case ?i%%
1e%ong to a sing%e c%uster0 for a gi$en com1ination parameters.
STE% "? 3alidate t)e Segment clusters= and c)urning out t)e invalid 7(
sparse combinations of core parameters
=ou can take out the com1inations ?hich are either in$a%id com1ination )2 are
sparse com1inations 4?ith $ery fe? customer 1e%onging to it5
STE% #? validate your actions= to go t)roug) t)e re?iterations
)nce you get the detai%s on ho? many customers are %ying in a gi$en com1inations
of parameters0 you ?i%% do the fo%%o?ing/
Check if the num1ers of customers in each c%uster0 are a%igned to your
strategy &ssumptions
Check the possi1%e actions on these segment are a%igned to your !W)T/
.et@s say that you ha$e a c%uster of customer0 ?hich ?i%% demand a ma9or
change in the ?ay your product is to 1e designed. 3f you fee% that you that
product design is your ?eakness0 you may %ike to nu%%ify this c%uster and
redefine your segmentation strategy.
STE% & ? (epeat Step 1 to Step #
"..2 SE;ECT27: 7$ T!(/ET '!(8ET@SA5
Target marketing tai%ors a marketing miB for one or more
segments identified 1y market segmentation. Target marketing contrasts ?ith mass
marketing0 ?hich offers a sing%e product to the entire market. T?o important
factors to consider ?hen se%ecting a target market segment are the attracti$eness of
the segment and the fit 1et?een the segment and the firmMs o19ecti$es0 resources0
and capa1i%ities.
The fo%%o?ing are some eBamp%es of aspects that shou%d 1e considered ?hen
e$a%uating the attracti$eness of a market segment/
!iGe of the segment 4num1er of customers andLor num1er of units5
-ro?th rate of the segment
Competition in the segment
Brand %oya%ty of eBisting customers in the segment
&ttaina1%e market share gi$en promotiona% 1udget and competitorsM
eBpenditures
2eAuired market share to 1reak e$en
!a%es potentia% for the firm in the segment
#Bpected profit margins in the segment
T!(/ET '!(8ET ST(!TE/2ES5
There are se$era% different targetDmarket strategies that may 1e fo%%o?ed. Targeting
strategies usua%%y can 1e categoriGed as one of the fo%%o?ing/
Single?segment
Selective specialiBation
%roduct specialiBation
'arket specialiBation
$ull market coverage
#. ST(!TE/2C $7C1S !:, %;!:
#.1 C7(E C7'%ETE:C2ES5
Core competencies are those capa1i%ities that are critica% to a 1usiness achie$ing
competiti$e ad$antage. The starting point for ana%yGing core competencies is
recogniGing that competition 1et?een 1usinesses is as much a race for
competence mastery as it is for market position and market po?er. Thus
esta1%ishing core competencies for a 1usiness product in$o%$es three main
strategies as fo%%o?s/
1. %rovides potential access to a >ide variety of markets
2. 'akes a significant contribution to t)e perceived customer benefits of
t)e end product
3. ,ifficult for competitors to imitate
#.2 S1ST!2:!B;E C7'%ET2T23E !,3!:T!/E5
The sustaina1%e competiti$e ad$antage for 3M&.&=&@! re%ies on its
6E(B!; 3!;1ES. 'arketing strategy is a process that can a%%o? an
organiGation to concentrate its %imited resources on the greatest opportunities to
increase sa%es and achie$e a sustaina1%e competiti$e ad$antage.
&ccording to The Nie%sen Co figures for &pri%DJune 20100 ima%aya face
?ashes had a 1+., H market share in 3ndia0 %ess than t?o percentage points
1ehind mu%tinationa%s industan Eni%e$er .td and .M)rea%.
ima%ayaMs indi$idua% products a%so face competition from firms that are
strong in one or 9ust a fe? products0 such as Co%gate in toothpaste and 8air
C .o$e%y in face masks.
'octors ha$e 1een ima%ayaMs 1iggest 1rand am1assadors in
pharmaceutica%s
By 1uying ra? materia%s direct%y from gro?ers0 co%%ectors and
nongo$ernmenta% organiGations0 ima%aya keeps costs under contro%.
2ecent%y0 it signed an agreement ?ith the !ikkim go$ernment to prepare
farmers in organic farming of her1s and sustaina1%e co%%ection.
3n pharmacy0 ima%aya is stronger. N3t has $ery sharp%yD positioned products
for the eyes0 %i$er0 1ones and so on.
#./E:E(!; '!(8ET2:/ ST(!TE/2ES5
-enera% marketing strategies are 1road and are aimed at $arious specific 1usiness
o19ecti$es. !ome of these goa%s cou%d 1e targeted on
T# M&2;#T !&2#0
.)N-DT#2M P2)83T&B3.3T=0
M&2;#T -2)WT0
P)!3T3)N3N-0 and
)T#2 -)&.!.
Thus 3M&.&=& is aiming to attain its genera% marketing strategies 1y designing
$arious decision area marketing strategies. The core o19ecti$e is thus attained 1y
performing sma%% marketing goa%s under each segment.
&.'!(8ET (ESE!(C6
&.1 (ESE!(C6 %;!:5
&ccording to &merican Marketing &ssociation 4&M&5
NMarketing research is the function that %inks the consumer0 customer0 and pu1%ic
to the marketer through information D information used to identify and define
marketing opportunities and pro1%emsO generate0 refine0 and e$a%uate marketing
actionsO monitor marketing performanceO and impro$e understanding of marketing
as a process. Marketing research specifies the information reAuired to address
these issues0 designs the methods for co%%ecting information0 manages and
imp%ements the data co%%ection process0 ana%yGes0 and communicates the findings
and their imp%ications.N

STE%S 2: '!(8ET2:/ (ESE!(C6 %;!:5
!T#P1/ 'efinition of the pro1%em.
!T#P2/ !tatement of research o19ecti$es.
!T#P3/ .ist of needed information@s.
!T#P"/ 'esign of data co%%ection Pro9ect.
!T#P(/ !e%ecting the samp%ing scheme and samp%e siGe.
!T#P*/ )rganiGing fie%d ?ork.
!T#P+/ &na%ysing the data.
!T#P,/ 8indings and conc%usions.
The 2esearch instrument used in this research p%an is on%ine Auestionnaire ?hich
?as a too% in o1taining the data reAuired for the research process. The resu%ts are
ana%ysed through the respondent@s feed1ack for the Auestionnaire. The
Auestionnaire and the responses are the key e%ements in determining the
customer@s eBpectation and satisfaction.
*. '!(8ET2:/ %(7/(!'5
*.1 %7S2T27:2:/5
The 1rand0 the company ana%yGed0 is targeted at the modern
3ndian consumer ?ho is ?i%%ing to pay a premium for good medicine0 and for
those ?ho 1e%ie$e in ayur$eda 1ut are not inc%ined to go traditiona% ayur$eda
c%inics. This is a good eBamp%e of effecti$e concept de$e%opment. The company
adopted a ne? %ogo to contemporiGe the 1rand image. The %a1e%%ing and the print
is 1o%d0 ?hich makes it easy for customers to read them0 e$en ?hen p%aced in
disp%ays at pharmacies.
The current ima%aya %ogo is a $isua% definition of the 1rand.
The %eaf that forms the cross1ar of the %etter e$okes the companyMs focus on
her1a% hea%thcare. The tea% green represents proBimity to nature0 ?hi%e the orange
is e$ocati$e of ?armth0 $i1rancy and commitment to caring0 associating the
ima%aya 1rand ?ith the promise of good hea%th and ?e%%D1eing. The positioning
is ?ide across the areas as mentioned 1e%o?/
15 %)armaceutical D hea%th maintenance0 eye0 cardiac and skin care.
25 %ersonal Care D ea%th Care0 )ra% Care0 air Care0 !kin Care and Ba1y Care.
35 :aturals ? Pure er1s0 Cha$anprash0 and oney.
"5 !nimal 6ealt) F .i$estock0 Pou%try0 &Aua and companion
*.2 %(7,1CT ST(!TE/45
Their product strategy ranges from0
Ba1y care/ Ba1y cream0 1a1y ?ash0 1a1y shampoo0 1a1y gift series etc.0
air care/ &ntiDdandruff shampooLoi%Lhair cream0 protein shampoo etc.0
!kin care/ Ba1y %otion0 face packs0 %ip 1a%m 0 skin nourishes etc.0
)ra% care/ 'enta% cream
ea%th care/ Chya$anaprasha0 foot care cream0 honey0 ka9a% etc.
*.2.1 Brand name5
& 1rand name is an identity for a company@s product. 3t must fo%%o? the
reAuirements %ike/
& good 1rand name shou%d/
P #$oke positi$e associations
P Be easy to pronounce and remem1er
P !uggest product 1enefits
P Be distincti$e
P Ese numera%s ?hen emphasiGing techno%ogica% features
P Not infringe eBisting registered 1rand names
Thus ima%aya skincare has esta1%ished a good 1rand name for its products.
The ?ord <3M&.&=&> has 1een used to signify the inc%usion of natura% her1s in
a%% products they produce0 in turn0 it assures the product Aua%ity4i.e0 it has no side
effects5.
*.2.2 $E!T1(E !:, BE:E$2TS5
ima%aya skincare products ha$e ?ide range of products ?ith distinct features.
Thus each product is uniAue in its app%ication and 1enefits. The 1enefits that ahs
1een deri$ed from these products are con$erted as customer eBperience. The
customer eBperiences are shared in ?ay of testimonia%s in the company ?e1site.
Thus 0 these testimonia%s adds more good?i%% and reputation to the company@s
products.
*.2. %72:TS 7$ ,2$$E(E:T2!T27:5
The point of differentiation refers to the P2)'ECT '388#2#NT3&T3)N. &s far
as ima%aya skincare products is concerned0 they out?its the other products in the
market through their uniAue se%%ing proposition0 cost %eadership0 1rand %oya%ty etc.0
*.2." %(7,1CT ;2$E C4C;E5
*. %(2CE ST(!TE/45
*..1 /E:E(!; %(2C2:/ ST(!TE/45
%remium %ricing5 Ese a high price ?here there is uniAueness a1out the product or
ser$ice. This approach is used ?here a a su1stantia% competiti$e ad$antage eBists.
Thus ima%ayas !kin Care uses premium pricing for products %ike <3M&.&=&
D&NT3 &32.)!! C2#&M>
Economy %ricing5 This is a no fri%%s %o? price. The cost of marketing and
manufacture are kept at a minimum. The products are <3M&.&=&D
N)E23!3N- C2#&M &N' )N#= !)&P0 CECEMB#2 !)&P.
*..2 C7'%!(!T23E %(2C2:/5
6imalaya products siBe !mount
1. 8airness cream 2(g 2.30
2. Protein shampoo 100g 2s.((
3. &ntiDhair fa%% shampoo 100g 2s.*3
". 'eep c%eansing mi%k 100m% 2s.*(
(. Purifying Neem face ?ash 100g 2s.+0
*. 3ntensi$e moisturiGing 1ody %otion "00m% 2s."(0
+. Protecti$e sunscreen %otion 100m% 2s.31(
7t)er products
1. -arnier fructis shampoo 200m% 2s.77
2. -arnier %ight anti mark cream 100g 2s.12(
3. Ponds go%d radiance cream 100g 2s.2*(
". .orea% #%$i$e serum 200m% 2s."+0
(. )%ay fairness cream (0g 2s.77
Thus 1y comparing the products and prices of 3M&.&=& 1rand ?ith $arious
other 1rands0 ima%aya has got ?ide $ariety of products ?ith reasona1%e prices.
The siGes of the products are a%so a$ai%a1%e in different ranges.
*...1 %(2CE (E!CT27:S5
ima%aya has recent%y reduced the price of its products and has introduced $arious
offers for the consumers. Thus consumers in market fee% that the ima%aya offers
products at considera1%e prices.
The products are good in their Aua%ity.
The prices are compared ?ith the ayur$edic significance of the product.
The 1etter resu%ts of the product gi$e a high product performance. Therefore0 the
consumers are ready to afford for the eBisting prices.
*." ,2ST(2B1T27: ST!(TE/4
T)us t)e g.lobal presence of 62'!;!4! Company )as been s)o>n in
t)e above mentioned map.ima%aya is %ocated a%% o$er the ?or%d
co$ering the fo%%o?ing countries %ike/
B#.-3EM 0 C&N&'&0 M&.&=!3&0 M&E23T3E!0 P&;3!T&N0 N#P&.0 I&T&20 2E!!3&0 !&E'3
&2&B3&0 3N'3&0 !)ET &823C&0 !23 .&N;&0 TE2;#=0 E!&0 E&# etc.0
*.".1 7BT!2:2:/ (!9 '!TE(2!;S5
ima%aya has had an eBperimenta% her1 farm in the foothi%%s of the ima%ayas0
since the ear%y 1730s to gro? rare her1s. !cientists on the farm constant%y ?ork to
impro$e yie%d of rare p%ants.
ima%ayaMs 2C' di$ision conducts studies in Pharmacognosy 4the science dea%ing
?ith the sources0 physica% characteristics0 uses and doses of drugs5 to esta1%ish the
authenticity of p%ant materia%.
ima%aya has a%so set up an agrotech di$ision in !outh 3ndia0 ?here it is in the
process of gro?ing geographica%%y compati1%e endangered her1s.
*.".2 9!(E671S2:/5
The products are most%y distri1uted to the $arious %ocations through different
modes of transport. Moreo$er0 these are further distri1uted to the potentia%
consumers through $arious store disp%ay. Thus need for ?arehousing for ima%aya
is $ery %ess ?hen compared to other skin care companies.
*.". ,2ST(2B1T27: T7 C1ST7'E(S5
The distri1ution is done through $arious store disp%ays. The stores are %ocated in
different areas in 3ndia as fo%%o?s
ST7(E ;7C!T27:S 2: 2:,2!5
&ndhra Pradesh
Chandigarh
-oa
-u9arat
imacha% Pradesh
;era%a
;arnataka
Maharashtra
MiGoram
Pondicherry
Pun9a1
2a9asthan
Tami% Nadu
Ettar Pradesh
Ettarakhand
West Benga
*."." 2:TE('E,2!(2ES5
The intermediaries for ima%aya products are/
Producers
Who%esa%ers
!a%es representati$es
2etai%ers
Consumers
*.".# T(!:S%7(T!T27:5
The impro$ed transportation faci%ities ha$e made the f%o? of
products easier. Thus the products can 1e circu%ates to the a1o$e
mentioned +1 countries 1y ?ay of $arious modes of transports.
The transportation is made in such a ?ay that the retai% out%et0
?ho ser$es as a ma9or distri1utor0 gets the products on time. The
a$ai%a1i%ity of ima%aya products is thus made easier.
*.".& 7(,E( %(7CESS2:/5
The orders are processed 1y ?ay of fo%%o?ing modes/
The #%ectronic purchase orders recei$ed 1y the company are
processed in such a ?ay so that the product is dispatched to
consumers direct%y.
The #%ectronic purchase orders from distri1utors are a%so
processed and the products are de%i$ered.
The 'e%i$ery orders confirmation has to 1e recei$ed from
consumers and distri1utors.
The in$oices and receipts proofs are generated for records in the
future.
*.# %(7'7T27: ST(!TE/45
*.#.1 C7''1:2C!T27: 7BCECT23ES5
The marketing communication o19ecti$es are determined 1y
pro1%em that the target or product category may encounter and
ho? to o$ercome these pro1%ems. The $arious pro1%ems are
c%eared out 1y a$ai%ing the market opportunities.
!ome common marketing communication o19ecti$es inc%ude/
1. Create a 1rand a?areness for your company
2. 'efining a need the product or ser$ice can fu%fi%%
3. #ncouraging action from the target
*.#.2 !,3E(T2S2:/5
&d$ertising is a form of communication used to persuade an
audience 4$ie?ers0 readers or %isteners5 to take some action ?ith
respect to products0 ideas0 or ser$ices.
*.#.2.1 Creative strategy5
3n ad$ertising0 different creati$e strategies are used in order to
o1tain consumer attention and pro$oke shoppers to purchase or
use a specific product. &d$ertisers use different ?ays of
thinking to create catchy s%ogans that capture consumer
attention. Creati$e strategies promote pu1%icity0 pu1%ic re%ations0
persona% se%%ing and sa%es promotion.
ima%aya ad$ertises its products 1y creati$e strategy that
focuses on <natura% and her1a% ingredients <.
The natura% her1s are most%y high%ighted for the skincare
products.
Iua%ity is assured through the ayur$edic contents.
This in turn increases the reputation and 1rand %oya%ty for
the company@s products.
*.#.2.2 !ppeals5
The genera% inc%ination of the peop%e0 today0 is to?ards using
natura%0 her1a%D1ased products0 e$ery shampoo or toothpaste has
an ayur$edic tag on it. 3n such a scenario0 ima%aya chose to
car$e a niche for itse%f among the many p%ayers competing in
the sphere.
ima%aya skincare %ogo is a $isua% definition of our 1rand
identity. The %eaf that forms the cross1ar of the %etter e$okes
our focus on her1a% hea%thcare.
The tea% green of our %ogotype represents our proBimity to
nature0 ?hi%e the orange is e$ocati$e of ?armth0 $i1rancy and
our commitment to caring.
#$erything that carries the %ogo is accompanied 1y the
high Aua%ity that has a%?ays 1een the ima%aya ha%%mark.
The ima%aya 1rand carries ?ith it the promise of good
hea%th and ?e%%D1eing. 3t is our endea$or to ensure that our %ogo
1ecomes the sym1o% of a promise de%i$ered.
*.#.2. Competitive Efforts5
The competiti$e efforts of ima%aya skincare has 1een
ad$ertised through introduction of ?ide range of products in the
market. The products that are introduced 1y ima%aya skincare
?ere more inno$ati$e and it made other competitors to fo%%o?
their strategies.
ima%aya skincare products such as <C%arifying mud pack0
2e$ita%iGing Night Cream0 &ntiDWrink%e Cream0 Ender #ye
Cream etc .0 ha$e 1ecome ne? inno$ati$e products in the
market.
*.#.2." 'edia 3e)icles5
ima%aya uses the fo%%o?ing media $ehic%es to ad$ertise its
products. They are as fo%%o?s/
Te%e$ision
MagaGines
Ne?spapers
3nternet etc.0
*.#.2.# %rint ads5
The print ads of ima%aya skincare most%y high%ight its her1a%
presence in the products. Thus they green %ogo ?ith %ea$es
signifies the purity and natura% ingredients in the product. These
aspects are printed in ne?spapers0 magaGines0etc.0
*.#. %ersonal selling5
Persona% se%%ing is one of the o%dest forms of promotion. 3t
in$o%$es the use of a sales force to support a pus) strategy
4encouraging intermediaries to 1uy the product5 or a pull
strategy 4?here the ro%e of the sa%es force may 1e %imited to
supporting retai%ers and pro$iding afterDsa%es ser$ice5.
%rospecting D trying to find ne? customers
Communicating D ?ith eBisting and potentia% customers
a1out the product range
Selling D contact ?ith the customer0 ans?ering Auestions
and trying to c%ose the sa%e
Servicing D pro$iding support and ser$ice to the
customer in the period up to de%i$ery and a%so postDsa%e
2nformation gat)ering D o1taining information a1out
the market to feed1ack into the marketing p%anning process
!llocating D in times of product shortage0 the sa%es force
may ha$e the po?er to decide ho? a$ai%a1%e stocks are
a%%ocated.
*.#." Sales promotion5
ima%aya skincare fo%%o?s the fo%%o?ing sa%es promotion
acti$ities/
1. -i$ing free samp%esLtria% packs
2. 3ntroducing discounts and offers
3. Buy one get one free
". 8ree after sa%es ser$ice
(. 8ree de%i$ery etc.0
*.#.# %ublic relations5
ima%aya skincare maintains pu1%ic re%ations 1y responding to
customer Aueries through mai%s and other modes. They take
initiati$e in eBp%aining their products through $arious modes of
communication. 8or further detai%s0 customers can ?rite to their
?e1sites0 eDmai%0 phones etc.
*.#.& %ublicity5
The pu1%icity is done through sharing customers eBperience and
eBisting customers@ feed1acks in their ad$ertisements.
Moreo$er0 ima%aya skincare products ha$e a $ery good 1rand
name ?hich further he%ps in increasing its pu1%icity.
+. E3!;1!T27: !:, C7:T(7;5
)nce ?e ha$e done ?ith !ituation ana%ysis0 Marketing strategy
and Marketing miB0 the fina% step in a marketing p%an is to
e$a%uate the process and ensure contro% measures ?here$er
necessary.
+.1 2'%;E'E:T!T27:5
&t this point in the process0 the marketing p%an has 1een
de$e%oped and the product has 1een %aunched. -i$en that fe?
en$ironments are static0 the resu%ts of the marketing effort
shou%d 1e monitored c%ose%y.
&s the market changes0 the marketing miB can 1e ad9usted to
accommodate the changes. )ften0 sma%% changes in consumer
?ants can 1e addressed 1y changing the ad$ertising message. &s
the changes 1ecome more significant0 a product redesign or an
entire%y ne? product may 1e needed. &ccording%y0 the company
has to design for the change.
The marketing process does not end ?ith imp%ementation D
continua% monitoring and adaptation is needed to fu%fi%%
customer needs consistent%y o$er the %ongDterm.
When they continuous%y update themse%$es ?ith the customer
1eha$ior to?ards their product and the competitors mo$es0 they
can tack%e the market 1y reading the entire market phenomena
efficient%y.
!%%E:,20 22
S!'%;E !,5
ima%aya@s %atest ad$ertisement campaign0 ?hich ?ent on air
for the first time in &ugust pre$ious year0 ?as creating a 1uGG
amongst the youth.
The ne? ad for 6imalaya %urifying :eem $ace >as) 1rings
to the fore the idea of Himalaya sabse pehle or Himalaya
First.
The messages are simp%e and c%earD T2= 3M&.&=& 832!T
&N' !P&2# 471(SE;$ T6E !/7:4 7$ /72:/
T6(71/6 SE3E(!; (E'E,2ES T6!T ,7:DT
97(8EEE
The T: commercia% has an eBtreme%y young %ook and fee%D
aimed at capturing the interest of the youth. The music is
distinct%y continenta% and the mode%@s %ook is $ery retro chicQ
The ad is instant%y endearing as it te%%s the story of the
eBperiences of a gir%DneBtDdoor.
!%%E:,20 23
'!(8ET2:/ (ESE!(C6 $7('5
F1EST27::!2(E
'!(8ET2:/ (ESE!(C6 7: 62'!;!4!GS S82:
C!(E %(7,1CTS
'ear respondents0 We are the students of !!N. &s a part of our
marketing p%an ?e ?ou%d %ike to perform a research on
ima%ayaMs skin care products. =our response to our sur$ey
$a%ues a %ot. ?e assure that your response ?i%% 1e taken
confidentia%.Thank you for your time and support for our
pro9ect.
2egards0
!a$ithri N
!ruthi !aranya N
Tami% !e%$i ; C
1. &ge group that you 1e%ong to/ R
S20
20D2(
2(D3(
T3(
2. Monthy 3ncome range / R
S200000
200000D300000
300000D"(0000
T"(0000
3. 'o you prefer using skin care productsU R
=es
No
". o? freAuent%y do you use the productU
'ai%y
Week%y
Month%y
'uring occasions
(. Which 1rand do you use no?U R
*. Which features high%ight your need for that productU
8airness
!kin protectionL scru11ers
MoisturiGing C c%eansing
&ntiD aging creams
+. o? freAuent%y do you s?itch o$er your productU
)nce in a month
)nce in * months
Ne? arri$a%s
,. ad you tried ima%aya@s skin care
productsU R
3f yes0 ho? you got to kno? a1out the productU R
&d$ertisements
8riends
Beauticians
'ermato%ogists
7. Which feature 1est suits for the ima%aya@s productsU R
&fforda1i%ity
&$ai%a1i%ity
er1a% ingredients
3nno$ati$e products
)thers
10.Which pack siGe do you freAuent%y use in ima%aya@s skin
productsU R
11. Which skin care product do you use in ima%ayasU R
8ace packs
8ace ?ash and soaps
8airness cream
Body .otions
12.o? %ike%y ?i%% you recommend the product to othersU R
!trong%y
8air%y
&t times
Ne$er
13.Which 1rand do you fee% ha$ing 1etter features than
ima%ayasU R
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