Himalaya Drug Company: Repositioning an Herbal Bath Soap
Autor: Qing Chang • February 11, 2016 • Case Study • 448 Words (2 Pages) • 1,996 Views
Himalaya Drug Company: Repositioning an Herbal Bath Soap
Group 1 Case Analysis
1/19/2016
Situation Analysis:
Himalaya Drug Company is established in the year 1930 by Mr. M. Manal. It pioneered the use of modern science to validate Ayurveda’s secrets. Since its, inception, the company has focused on developing safe, natural and innovative remedies. However, when launching new product of soaps, the current strategies for the company is not reach the result what it supposed to be. Besides, other brands in this market are developing and improving their products, which threating Himalaya soap’s position.
In such a situation, Goswami, the brand manager, is trying to convey a proposition that ran deeper than just an herbal identity and reposition this soap so it could build a long-term brand identity. Goswami conducted customer perception survey that indicated Himalaya soap’s competitor’s advantages and their customers’ insights.
Himalaya Internal Analysis:
Strengths: Century-old company & strong brand image
No-synthetic chemical ingredients & pioneer of Ayurvedic and herbal products
Big network
Weaknesses: Low competitive strength
Ads and slogan are not memorable
Not fully integrated with mainstream markets
Opportunities: Natural ingredient products are being welcomed
Untapped rural and online market
Threats: Competitors are agressive
Customer loyalties are easy to change
External Analysis:
Social: People prefer to use home made product to cure the skin problems
The penetration level for both the urban and rural market is low
Economical: Manufacturing costs and processing costs are high
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