Essay About Himalaya Drug Company And New Product Of Soaps

Himalaya Drug Company: Repositioning an Herbal Bath Soap
Himalaya Drug Company:  Repositioning an Herbal Bath SoapGroup 1 Case Analysis1/19/2016Situation 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 networkWeaknesses: Low competitive strength           Ads and slogan are not memorable           Not fully integrated with mainstream marketsOpportunities: Natural ingredient products are being welcomed            Untapped rural and online marketThreats: Competitors are agressive       Customer loyalties are easy to changeExternal 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 lowEconomical: Manufacturing costs and processing costs are high