HIMALAYA DRUG CASE

1. Analize the perceptions of funtional benefits among the three group of

respondents.
For users of soap in India, the most important functional benefit is that
soaps are made with natural ingredients. This factor is due to the cultural
influence and customs where the use of natural herbs and spices in your
daily life prevails.
Secondly, it is also important to consumers that soaps provide hygienic
properties and germs prevention. Although the price is not less
important, is not a determining factor in purchasing compared to the
presence of natural ingredients in the soap. Finally, evidence that
consumers do not base its buying decision on factors such as radiant
skin and freshness.
2. Analize the perception of Brand Image associated with Himalaya, Lux
and Medimix users.
The cultural aspects greatly influence the perception of consumers about
the product and the brand as a sense of belonging is created due to the
use Ayurvedic medicinal practices consumers are identified, comfortable
and proud when using these products. On the other hand, consumers in
Himalaya are less brand loyal and are more likely to switch soap, unlike
Medimix consumers who only buy the brand they know.
Lux users determine their use mainly by external influences like others
who have previously used the product and by the skin care regardless of
the use of herbs as active ingredient in soaps.
3. Analize the perceptions of marketing communications associated with
Himalaya, Lux, and Medimix users.
The majority of consumers prefer to display advertisements applications,
features and advantages of the product that is being offered and prefer
creative and innovative ads. As for the inclusion of culture and Hindu
values in ads has been Himalaya which has greater acceptance among
consumers. Finally, it is generally not a fundamental criterion for
consumers (especially for Lux) that the mark is represented by a
celebrity.
4. Analize the ADS of Himalaya, Lux and Medimix in terms of comparison of
functional benefits, Brand Image and marketing communications.
The three brands emphasize the functional benefits of each. Himalaya,
emphasizes its brand and use herbal supported a voice in the
commercial. Light, meanwhile uses a Jingle at the regional and Medimix

language, projected commercial actors naming the benefits of soap with

magical attributes.
Commercial LUX: image emphasizes the product seeks to project
through an attractive woman who is noted for its well-maintained skin.
Highlight the functional attributes, security and beauty that the product
provides.
Commercial Medimix: The three ads make use of the image of a woman
who exudes confidence in itself, but Medimix highlights the benefits of
skin care through natural ingredients. It focuses on the generic family
where mother and daughter share their secrets for good skin care and
that it is available to everyone.
Commercial Himalaya: seeks to position itself as a product to the
forefront of skin care in situations where work life becomes stressful,
providing security to consumers as to have radiant skin that makes
sense confidence.
5. How would you reposition Himalaya soaps base on questions 1, 2 and 3?
To reposition the Brand is needed:
That advertising is not only creative but also highlight its main attributes
and advantages over the competition. Also, the product must maintain
their attributes, as is being made with natural ingredients, in addition
give importance and compete strongly with respect to other attributes
(which are not considered essential) as freshness, hydration and
fragrance that can add value to product and differentiate it from the
competition.
6. How would you plan a Brand identify strategy bases on your analysis of
questions 1 to 5?
According to the previous answers the Brand identity strategy should be
focused on:
Innovation, clients welfare and the usage of natural ingredients and high
quality products.