Himalaya Case Study

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Index

           Outlines                                                                        Page No

1. Case Summary                                                                   01
2. Problem Identified                                                                      05
3. Case Analysis using concept                                                    06
4. Probable Solutions                                                                   10
5. Summary                                                                           12

1. Case Summary

Ramesh Kumar was curious if consumers were very loyal to brands of toothpaste category. He was interested in the toothpaste category, and had offers from Himalaya herbal segments in retail and regulations. They were loyal to a particular brand of toothpaste consumers? Are the benefits of functional brand retained? Consumers buy brands, due to the benefits reflected in the ads? Make consumers continue to buy specific brands unchanged due to inertia? Consumers are interested in offering herbal? How Himalaya must be perceived by consumers? This mix of questions presents a new opportunity for a university to conceptualize consumer behaviour, which was perhaps unique in the Indian concept of consumer segments participation context. The differentiated products based on the degree of interest expressed by staff consumers about specific products and services. High involvement categories consumers should participate in a wide purchasing behaviour which resulted in one or more of the following aspects: reducing risks, improving self-image, and a greater degree of satisfaction of achieving an optimal choice after studying the alternatives in the category. Low involvement categories are those who have systematically acquired by the consumer, with a degree of personal interest, which was lower than that associated with high-involvement categories. Sellers have always had to face competitive challenges in improving the degree of participation, even in categories with low participation through suitable brand initiatives. Category toothpaste was one of these categories in the context of India.

ORAL CARE INDUSTRY 

FMCG was broadly split into Household Care, Personal Care and Food & Beverages. FMCG market in India projected to be around US$15-18 billion in 2010, and expected to grow to US$33 billion by 2015. The average Indian consumer spent around 8% of his income on personal care products, growth of the personal care segment can be attributed to increasing levels of discretionary spending, increase in the no. of new media channels and distribution this has increase greater attention to personal hygiene. Oral care category comprised Toothpaste, Toothbrush, Toothpowder, Mouthwash, Dental Floss and Whitening products. In 2010, the oral care market in India was around US$980 million and growth of the toothpaste category was around 9%.