Himalaya Herbal Marketing Mix

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Marketing Mix of Himalaya Herbal analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Himalaya Herbal marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Himalaya Herbal Marketing Mix:

Product:

Himalaya Herbal is one of the leading healthcare FMCG brands based out of India. Himalaya provides products under seven different categories. Products for mothers, pharmaceuticals, wellness, personal care, Animal health, baby care and nutrition health. Himalaya provides various post-delivery recovery wellness products for new mothers. Himalaya products are available under two categories, body care and nursing. Under Pharmaceuticals it offers tablet and medicines exclusively promoted by well-established doctors. Himalaya’s product portfolio in its marketing mix consists of 60 strong products for men, women and children. These products primarily address lifestyle disorders and chronic ailments like diabetes, osteoporosis and hepatitis B. Himalaya is ranked amongst the top 500 pharmaceutical companies in India. The wellness category caters to products that are used for supplementing one’s lifestyle related inadequacies. There are wellness products to improve digestion, weight, develop immunity, improve memory etc. Himalaya has a new range of doctor endorsed baby products that are produced and developed using naturally derived ingredients. Himalaya offers calcium supplements for bone development in animals herbal feed supplements for fish, poultry and livestock. Natural grooming products for pets are also available under this brand.


Image: company website


Price:

Himalaya Herbal uses competitive pricing strategy to promote its products. The prices of Himalaya products are a little above the common competitors since its products demand a value based pricing because of the ingredients that go into manufacturing the product. This has helped in delivering the required perceived value and benefits that the brand promises and customer satisfaction. Himalaya company has also been flexible with its pricing strategy in its marketing mix. This has helped it to adapt quickly to competitor’s newer pricing strategies.


Place:

Himalaya gets 50% of its revenue from international markets. Himalaya produces its products locally and sells it in the foreign market. The raw materials for manufacturing are provided by the parent company in India. It identifies a partner in the foreign country and the technology of manufacture and know-how is transferred to them. Each store comprises of 60-70 sq.ft. self-contained shops-in-shops format departmental stores and the exclusive retail stores are larger with 300 sq.ft. The Himalaya pharmaceutical products are also stacked in pharmacies. Himalaya products are available across 90 countries worldwide and reaches out to millions of customers. The extensive reach and distribution of the brand shows its strong place strategy.


Promotion:

Himalaya reaches its customers through direct marketing and advertisements. It uses emails, letters, pamphlets and brochures. Himalaya uses TV, print ads, online ads also in its marketing mix promotion and advertising strategy. There is a customer care portal available where they can get their doubts clarified from the Himalaya drug experts. The direct marketing tools used by them contain information about the product which increases the sales. The company has also conducted media interview to improve the brand image and dispel the scepticism that revolves around the product. Hence this gives an insight in the marketing mix of Himalaya.


About Himalaya Herbal:

Himalaya was launched in 1934 by Mr M Manal. He believed in the healing power of herbal drugs and wanted to launch products that would be used to treat different ailments. This was at a time when herbal products were viewed with lot of scepticism. The vision of the founder of Himalaya company was to bring the traditional Indian science of Ayurveda to society in a contemporary form. The Himalaya company was started in the 1930s and entered in the personal care segment in 1992. Through a lot of empirical research, the founder of Himalaya succeeded in launching the first natural anti-hypertensive drug. Introduction of Ayurvedic nutraceuticals & dietary supplements as well as Ayurvedic cosmetics & skin care products is likely to boost the overall sales of these products. The concern of allopathy medicinal side effects is propelling the Ayurvedic market. The demand for Ayurvedic products is higher in southern regions of the country whereas the northern region is emerging as the fastest growing regional market for Ayurvedic products. The Indian Ayurvedic market comprises pf products like nutraceuticals, dietary supplements, Ayurvedic medicines and Personal care products. Himalaya has its R&D centre based out of Bengaluru in India.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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