Branding of Ayurvedic healthcare products

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 What is a brand?

• Definition: “a name, term, sign, symbol, or design, or a combination

of them, intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competition.”
American Marketing Association (AMA),

• Brand Elements: Different components of a brand that identify and

differentiate it are brand elements.

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What is a Brand?

Identifies
product/service
Name of seller and Design
differentiates it from
competitors

Keller, Kevin Lane. Strategic Brand Management:

Building, Measuring, and Managing Brand Equity. 1998.
What’s the Difference?

• A product

• A commodity

• A brand
a commodity is a marketable item produced to
satisfy wants or needs
the term commodity is applied to goods only

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 Levels of Augmented
Product

Product Installation

Packaging
Brand Features
Name Core
Benefit After-
Delivery
Sale
& Credit or
Service
Quality Service Design
Level

Warranty

Actual Core
Product Product
A product is something that is made in a factory; a
brand is something that is bought by a customer. A
product can be copied by a competitor, a brand is
unique. A product can be quickly outdated; a
successful brand is timeless.
Source: Stephen King, WPP Group, London

A brand is something that resides in the minds of

consumer.
Would you Buy?
• A Libyan watch?

• Japanese coffee?

• A Kenyan car?
 Your answer in all these
cases is very probably “NO”
Reason?
NO REPUTATION
Reputation is
the Soul of a
Brand
 A Brand is More Than a Product

Brand Organizational
associations
Symbols

Country of Scope Brand

origin Attributes Personality
Uses
Quality/value
Product Functional Brand/customer
benefits relationships

User
Self-
Imagery
expressive
benefits
Emotional
benefits
Importance of Brands to Consumers
• Identification of the source of the product
• Assignment of responsibility to product maker
• Risk reducer
• Search cost reducer
• Promise, bond, or pact with product maker
• Symbolic device
• Signal of quality

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Reducing the Risks in Product
Decisions

⮞Functional risk.
⮞Physical risk
⮞Financial risk
⮞Social risk
⮞Psychological risk
⮞Time risk

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Importance of Brands to Firms

• To firms, brands represent enormously valuable pieces

of legal property, capable of influencing consumer
behavior, being bought and sold, and providing the
security of sustained future revenues.

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 Importance of Brands to Firms

• Identification to simplify handling or tracing

• Legally protecting unique features
• Signal of quality level
• Endowing products with unique associations
• Source of competitive advantage
• Source of financial returns

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15
• Brand name
• Brand mark
• Trade mark

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• Brand name
Vocalized part of the brand.

Brand mark
symbol, design, color, letters

Trade mark
Part of the brand given legal
protection to brand name or
brand mark 17
 Can everything be branded?
• A brand resides in the minds of consumers.
• Consumers perceive differences among brands in a
product category.
• Even commodities can be branded:
– Coffee (Nestle), bath soap (Lux), flour (Iwisa), beer
(Castle), salt (Raigam), Checken (Nelna), and even
water (Orzone)

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 What is branded?
• Physical goods
• Services
• Retailers and distributors
• Online products and services
• People and organizations
• Sports, arts, and entertainment
• Geographic locations
• Ideas and causes

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 Brand ‘Ayurveda’ in India’s FMCG Market

• The US$53 billion fast-moving consumer goods (FMCG)

sector in India is moving towards the wider adoption of
Ayurveda – a branch of traditional Indian medicine.
• Ayurveda involves the use of medicinal herbs and natural
ingredients in the treatment of several ailments.
• In recent years, its popularity has dramatically risen due to
expanding application in personal care and food products
segments, catering to the growing preference for organic
ingredients.
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• The endorsement of several high profile spiritual leaders
(gurus) has also contributed to this resurgent interest in for
Ayurveda-based products, catapulting new brands like the
Baba Ramdev-promoted Patanjali to the top.

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 Natural products market in India

• Previously, Ayurveda-based products in the Indian market

were restricted to hair oils, the local dietary supplement

• Now, natural Ayurvedic ingredients are increasingly being

integrated into a growing number of products, ranging from
shampoos, skincare creams, oils, and powders, toothpaste
gels, and soaps to cough syrups, teas, packaged juices, and
nutritional supplements, among other fastmoving consumer
goods.

• These products find massive appeal among, both, India’s

millennials in urban and rural markets as well as among older
consumers already familiar with the traditional herbal
ingredients 22
• In terms of their FMCG market share in India, Hindustan
Unilever Limited (HUL), the wholly owned Indian subsidiary
of British-Dutch conglomerate Unilever, is the top player
followed by ITC Limited (India Tobacco Company Limited),
and Patanjali Ayurved Limited.

• HUL recently launched natural versions for shampoo

brands Tresemme and Clinic Plus and for fairness face
cream Fair & Lovely, as well as the naturals brand Lever
Ayush.

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