HIMALAYA HERBAL CASE STUDY

Presented By :
Group 8
Sahil Gupta
Vaibhav Aggarwal
Himanshu Sangar
Jai Chowdhary
Nupur Bagdi
Pratik Parakh
What are the major findings about
the involvement levels of consumers
in the oral care category that can be
understood from the participants’
responses regarding their habits and
practices with respect to the
category?
High Involvement
High Involvement category requires customers to be involved in extensive buying behavior,
which is characterized by 3 aspects, namely:

•Risk Reduction.

•Enhancement of Self-Image.

•Greater Degree of Gratification in having achieved an optimal choice after examining the
various alternatives in that category.
Freshness Herbal Oral Health Niche
Frequency of
Brushing(Twice)
Low(5) Low(3) Moderate(11) High(17)
Frequency of visit
to Dentist
High(5) Low(1) Moderate(3) High(4)
Oral Health
Problems
Moderate(21
)
High23) Moderate(20) Moderate(20)

Change
toothpaste on
dentist’s
recommendations
Moderate(2) Low(0) High(3) Low(1)
How many respondents (in percentage) exhibit high
and low/medium involvement with regard to the oral
care category, and express high/low cognitive and
affective associations with regard to each of the
brands ? How are the involvement levels associated
with each of the brands?
Q2.a)

Segment High-Involvement
Consumers
Moderate-Low-
Involvement Consumers
Freshness 28% 72%
Herbal 40% 60%
Overall Oral Care 32% 68%
Niche: Problem Solving 64% 36%
Total Category 41% 59%
Cognitive Beliefs by segment Affective beliefs by segment
Segment Strong
cognitive
belief
consumers
Low
cognitive
belief
consumers
Segment Strong
Affective
belief
consumer
Low
Affective
belief
consumer
Freshness 64% 36% Freshness 60% 40%
Herbal 64% 36% Herbal 44% 56%
Overall Oral
Care
56% 44% Overall Oral
Care
36% 64%
Niche 92% 8% Niche 72% 28%
Since in Niche Segment 92% of the respondents have strong cognitive beliefs therefore they
have a high involvement level, as cognitive beliefs require a greater amount of thinking
process.
How does low category involvement affect brand
attitude? Explain the inconsistency in those
instances where brand attitude overwhelms
category involvement.
Low Category Involvement
– Under Low category involvement consumers are not
concerned with the functional benefits of the brand.

– As written in exhibit 6,the percentage of customers

which have both strong cognitive and affective beliefs
are greatly influenced by the advertisements.
– Advertisements plays a major role because if the
advertisement is not communicate properly then the
consumers can develop a difference brand attitude.
Freshness(Tooth
paste)
Freshness(Brand) Oral
Care(Toothpaste)
Oral Care(Brand)
Fresh Breath 3.14 3.51 3.29 3.38
Great Flavor and
taste
3.42 3.54 3.35 3.26
Fights Cavities 3.51 3.57 3.48 3.42
Germ Fighting 3.32 3.45 3.23 3.35
Healthy Gums 3.42 3.38 3.38 3.26
Tooth decay 3.48 3.42 3.26 3.29
Oral Health
Problems
3.35 3.48 3.26 3.35
Healthy teeth 3.45 3.57 3.42 3.42
Tooth Ache 3.38 3.26 3.42 3.38
Natural
Ingredients
3.54 3.32 3.45 3.11
Whitens Teeth 3.42 3.32 3.29 2.98
Dentist
Recommended
3.35 3.2 3.35 2.86
Dazling Smile 3.48 3.29 3.4 3.32
Confidence 3.23 3.26 3.2 3.38
How many consumers expressed consistency
between the strength of their cognitive beliefs
and the strength of their affective beliefs
associated with their respective brand choices?
How can any inconsistencies in the same be
explained?
Consumers expressing consistency
• 46% of the total respondents had a
consistently strong belief for both the
cognitive as well as the affective aspects of
the brand.
• 24% of the total respondents had neither
strong cognitive beliefs nor strong affective
beliefs.

Inconsistencies
• 7% of the consumers have Weak cognitive and
strong affective beliefs which means that they
have relatively low involvement of the consumer
as the consumer is not looking for the functional
benefits of the product but is rather moved by
the emotions displayed in the advertisement.
• 23% of the consumers have strong cognitive and
weak affective beliefs given in the exhibit 2 which
means that that the consumers are focused more
on their functional benefits and rather than the
emotional benefits.
Taking into account the category-level and
segment-level analyses, what kind of implications
are relevant at the segment level (for each
segment)? How do consumer beliefs relate to the
positioning of brands in each segment?

FMCG
Household
Care
Personal
Care
Food &
Beverages
Category level analysis
• In 2010, FMCG Sector was valued at $18 Billion.
• In 2015 it is likely to grow to $33 Billion.
• Average Spent by a consumer on personal care (Oral,
Hair, Skin care) is 8% of his personal income.
• Reasons for the growth of personal care segment
- Discretionary spending
- greater attention to personal hygiene
- proliferation of new media channels
• Consumers gave more importance to hair and skin
care rather than oral care
- 28% brushed twice a day
- 68% never visited a dentist
- 87% do not consider visiting a dentist as a preventive
measure
• According to WHO, 98% of the indians suffer from
oral health problems.
Segment level analysis
Attitude: High involvement in niche segment
High Involvement in niche segment
The product in Freshness segment is very well able to connect with the consumers in both
Cognitive and affective beliefs as it is well above 64% & 60%

The product in herbal segment is not able to connect with the customers demand as it is
well
Below 64% and 44%

Product in Niche segment has been able to connect well with the customers as it has
Outperformed 92% and 72%
What kind of recommendations would you
provide for the Himalaya brand after taking into
consideration the responses to questions 1-5?
Recommendations
• Need to enter into niche/ problem solving segment
• For the herbal segment, make an emotional connect with the
consumers
• Within a given category, product variant for economy tier
• High affective belief of 60% in freshness category as compared to a
low 44% in the herbal category-company can en-cash on adding a
freshness element in the niche segment.
• Market products through dermatologists
• Stress on functional and emotional benefits
• Advertise (like colgate and HUL)
What should the positioning dimensions of
Himalaya be, and how can it be differentiated?
How can Himalaya create an attitude towards its
ads/brand to convey its differentiated proposition?
Positioning Dimension
• The company should position itself as a
toothpaste fore specific oral care needs.
• It should be seen separately from a basic care
product.
• It should convey an image of an “advanced
care” product in the minds of a consumer.
• The added element of freshness can be a
differentiating factor from other products in
this category.