Caselet Code : CLMM012
Publication date : 2005
Subject : Marketing Management
Industry : Pharmaceuticals
Length :
 04 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

The caselet explains the strategy of the Himalaya Drug Company (HDC) to brand its products under "Ayurvedic Concepts" in 1999. It describes the promotional and retailing strategy followed by the company to market its new brand. Finally, the caselet examines the reasons behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.


Issues:

» Marketing in pharma and healthcare industry

»  Brand building in marketing management

»  Role of retail strategy in marketing management

»  Pros and cons of umbrella branding

Key words:

Himalaya Drug Company (HDC), Market Research, Branding Strategy, Ayurveda, Ayurvedic Concepts, 'Dadima', Cable and Satellite Households, Advertising Strategies, Direct-to-Consumer Communication, Distribution Channel, Exclusive Outlets, Unilever, Procter & Gamble, L'Oreal, Mother Brand, Packaging, Re-branding, Brand Ambassador.

Questions for Discussion:

1. In present times wherein companies are rushing towards celebrity and 'youth-centric' endorsements for their products, Ayurvedic Concepts' 'Dadima' took the Indian advertising world by surprise. Discuss the role of 'Dadima' in the success of Ayurvedic Concepts.

2. Ayurvedic Concepts was acclaimed as one of the significant marketing successes in the Indian consumer market. In view of the above statement, discuss the rationale behind the company's decision to bring all its brands under the umbrella brand 'Himalaya'. Do you agree with the company's decision? Justify.