Himalaya Shampoo - Building a Differentiated Brand
Autor: Sara17 • November 20, 2017 • 791 Words (4 Pages) • 647 Views
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4P Marketing Plan:
- Product:
We find that there is a head-on competition as far as “Safe, healthy and hygienic” is concerned between Himalaya and Meera. Therefore, it could include some kind of certifications / endorsements by specialists on its packaging.
Also, Himalaya although fares better than Meera in terms of innovation but is still rated lower than Pantene. To improve upon innovation, Himalaya could introduce other variants like Anti-dandruff, etc. into its product portfolio.
- Price:
Since, it is mentioned in the case that Himalaya has positioned itself in the high- and mid- market segments, it is natural that Himalaya would not be perceived as a value brand. However, since it fares very poorly in this particular classification, we can suggest that lower price point packs be introduced so as to encourage adoption and usage among value-seeking consumers.
- Place:
Since shampoo is a category wherein consumers like to seek advice of specialist or experts, we suggest that Himalaya should also focus on other channels like salons, etc. where specialists give advice to consumers about hair products to suit their needs. This is because, Himalaya is rated better than its competitors when it comes to “Recommended by doctors and specialists” and it could capitalize on this through gain market share by adding a few more distribution channels.
- Promotion:
We find that the quality of shampoo is still rated as of low importance. Through more provocative kind of communications, we can make consumers aware of the importance of quality of shampoos. This way we can gain a significant market share as Himalaya is rated higher than Meera as far as quality is concerned.
Also, since Himalaya is perceived to be low on innovation and users form an opinion on innovativeness of a brand mostly through its promotions, it is suggested that Himalaya tie up with creative ad agencies like O&M, Mudra, etc. to run innovative ad campaigns which will improve it innovativeness quotient.
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