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
dentists
recommendations
Moderate(2) Low(0) High(3) Low(1)
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.
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
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.
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%
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)