BRAND: -Himalaya

PRODUCT: -Himalayan Mineral water

Introduction

The Himalayan mineral water was launched in 2008. This brand of

mineral water is endowed with the very essential and vital
minerals. “This launch would be our first transformative step in
actualizing our vision of creating ‘next generation’ beverages with
water on the platform of wellness, starting with natural mineral
water. This re launch of the brand being done by TATA after
acquiring it from Balsara group who launched it in 2007, is a step
to get into the beverage industry to achieve its vision of entering
the beverage industry and taken on the might on Coca Cola, Pepsi
and other world known brands that are in the mineral water brand.
Himalayan water is untouched and unprocessed water from the
peak of the Himalayas. It is enriched with natural minerals and has
the perfect alkaline content, which makes it suitable for your body
and good health. The Himalayan water mineral not only does well
to our health, but also helps us feel fresh instantaneously.
Now I would like to discuss this product on following aspects, so
as to explain how the various concepts of marketing have been
applied by the company for making this brand a success and there
by achieve the various objectives as have been decided by the
company.
 Existing Mission
"Our Mission is to become a leader in the provision of water, used
water and environmental services which will empower people, project
the environment and enhance sustainable development."

New Mission
"To deliver the best and safest drinking water to our customers while
ensuring quality of services, value for money with modern and
reliable technology and to create awareness about the added
minerals”.

PRODUCT RANGE PRICE RANGE

200 ml 17.00
500 ml 35.00
1 liter 65.00
Marketing Objectives
 Himalayan is targeting 18 per cent growth this year.
 An aggressive market penetration strategy
o Strong distribution plan
o Penetrating newer markets
o Increasing shelf presence in the metros and existing
markets.

Target Audiences
a. Demographics
 Age - 12 +
 Gender - Both
 Income – 6000 and above
 Occupation – Self-employed, employers, employees, business
owners etc.
 Education – 10th class pass and above
b. Psychographics
 Meant for people who travel.
 Health conscious people.
 At an instance when one is thirsty.

Positioning

 Himalayan plan to sell its product based on its purity and taste.
"Live Natural".

 Brand Leads the category

 Himalayan is a well-established brand in its category having
years of existence & trust of the consumer. Its name is
synonymous with bottled water.

 New innovative trends

Himalayan has modified itself over the years to suit the
convenience of consumers and its new look has an international
appeal, which conveys its purity.

Competitors
The market is dominated by the few players like Himalayan, Bisleri,
Aquafina and Kinley they are trying to increase their market share by
product introduction, price, packaging and volume of water.
Himalayan has a market share of 30%
a. Kinley
 Launched: August, 2000
 Earlier Positioning: Boond Boond main vishwas.
 New Positioning: Vishwas Karo.
 Recent change: Bottle Design.
b. Aquafina
 Launched: 2001
 Positioning: Pure water, perfect taste.
 300ml, 500ml, 1litre for Rs. 5, Rs. 8 and Rs. 12
respectively.
 New Eco: Fina Bottles: 50% less plastic used than.
c. Bisleri
 Launched: 1969
 Positioning: Pure water.
Recent Change: Bottles for change in 2017 for recycling of
plastic.
 Creative Communication
a. Televised Commercial:
A 30 second commercial giving a contemporary feel to the product,
keeping up with the Himalayan’s change look and reinforced trust.
Sharing the information about the contained minerals in the water to
acknowledge the audience. Visuals being highly motivating factor in
the consumers buying decision; the ad uses a lot of it in expressing
what it stands for.

b. Radio:
10-second radio jingle that reinforces the tagline, "Live Natural"
It goes as follows:
“A drop of life
A drop so transparent
A drop of nature
A drop so pure
keeps you close to nature for sure.
Himalayan – “Live Natural”

Media plan for Himalayan mineral water.

Media planning is the process by which marketers determine
where, when, and how often they will run an advertisement in
order to maximize engagements and ROI. The media plan might
split advertising spend and resources between various online and
offline channels such as broadcast, print, newspapers ads,
television ads, paid ads, video ads, or native content. Media
planning is the process of identifying and selecting media outlets –
mainly newspapers, magazines, websites, TV and radio stations, and
outdoor placement
From the above different media vehicles we will promote our
product through newspaper, Radio and television.

(A) Newspaper
A newspaper is a publication printed on paper and issued regularly,
usually once a day or once a week. They usually include political
events, crime, business, sports, and opinions. We will promote our
brand Himalayan Mineral water through newspaper. The
advertisement will be 4cm (width) X 5cm (height) and will be at
the page no. 2 focusing on the target audience.

Mumbai Mirror

#Insert(s) = 8 = (every Saturday - 2 months)

Width (cm) = 4
Height (cm) = 5
Page Number = 2
Card Rate = 4250
Discounted Rate = 3400
Total Price = 544000

Hindustan times (Mumbai)

#Insert(s) = 8 = (every Saturday - 2 months)
Width (cm) = 4
Height (cm) = 5
Page Number = 2
Card Rate = 2250
Discounted Rate = 1800
 Total Price = 720000

Advantages of newspaper advertising:

 Credibility
 Segmentation
 Flexibility
 Split Run Facilities
 Measuring Reach
 Mobility
 Cheap
 Exposure
 Reach
 Penetration

Disadvantages of newspaper advertising:

 Limited coverage
 Short life
 Hasty reading
 Cost
 Usage
 Commercial based
 Media competition

(B) Television
Television is a system for transmitting visual images and sound that
are reproduced on screens, chiefly used to broadcast programs for
entertainment, information, and education. The television set has
become a common place in many households, businesses, and
institutions. We will promote our brand Himalayan mineral water
through television. The advertisement will be of 20 seconds and will
be shown on two channels focusing on the target audience and will be
there for two months.

Zee TV
Monday to Friday between 7pm to 8:30pm
Advertisement per sec - 7425
Advertisement for 20 sec - 148500
Ad will be shown 3 times in this slot: 148500 X 3 = 445500
Ad will be shown for two months: 445500 X 40 = 17820000

Star plus

Monday to Friday between 7:30pm to 9:30pm

Advertisement per sec - 8000
Advertisement for 20 sec - 160000
Ad will be shown 3 times in this slot: 160000 X 2 = 320000
Ad will be shown for two months: 320000 X 40 = 12800000

Advantages of TV advertising:
 Powerful audio-visual media
 High quality of production
 Added advantage to distributors and retailers
 Technique with complete aspects
 Creating Brand
 Wide coverage
 Highly engaging

Disadvantages of TV advertising:
  Right planning to produce commercials
 Short timeframe
 Fixed medium
 Difficult to edit
 Depends on creativity
 Fragmentation of Audiences
 Statutory Controls

(c) Radio
Radio plays an essential part in every commuter's life. As part of
campaign, we would be targeting Red FM and Radio Mirchi and the
ads will be heard in prime time and in traffic hours in Mumbai. We
will use 2 radio channels to promote our product. The jingle will be of
30 seconds, it will heard 10 times a day for two months. The given
amount is based on two months.
98.3FM Radio Mirchi (Mumbai) - 36000/-
93.5 Red FM (Mumbai) - 39000/-

Advantages of Radio advertising:

 Wider appeal
 Benefit of selectivity
 Benefit of flexibility
 All day broadcast
 Low cost of production
 Popular medium

Disadvantages of Radio advertising:

 Inattentiveness
  Image less
 Clutter
 Scheduling and buying
 Lack of control
 Fragmentation

Existing Message
Himalayan is only natural water in India. The water is bottled at
source from pure & pristine. The aquifer is naturally protected from
pollutants by a thick layer of clay. Don't worry though, our water is
still completely safe to enjoy. Himalayan water is safe for
consumption. Consuming an adequate amount of mineral water every
day gives you fresh, soft and glowing skin. There are few reasons to
drink Himalayan mineral water.
For example:
 It helps to regulate body temperature.
 It protects our tissues, spinal cord etc.
 It helps to excrete waste from body.
 It helps to lose weight.
 It improves blood circulation.
 It helps to fight off illness.
 It helps to boost energy.

New Message
Drinking water is becoming one of the major issues in India. Top
beverages companies of India are Himalayan Mineral water; Bisleri,
etc. are commanding the most of market share. Himalayan Mineral
water brand is the best and most selling packaged drinking water in
India. It is 100% Organic mineral water. It finally emerges as
Himalayan natural mineral water. It is the only internationally
accepted quality natural mineral water in India, due to the contained
minerals.
There are few benefits for drinking Himalayan Mineral water
are as follows:

 Keeps the body hydrated.

 Provided vitamins and minerals.
 It boosts skin health and beauty.
 Better sleep.
 Good digestion.
 It delivers oxygen throughout the body.
 It makes minerals and nutrients accessible.
 It prevents kidney damage.
 It boosts performance during exercise.