Himalaya Drug Company - Branding Ayurveda

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Case Details:

Case Code : MKTG032
Case Length : 13 Pages
Period : 1999 - 2002
Pub Date : 2002
Teaching Note : Available
Organization : Himalaya Drug Company
Industry : Drugs
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Branding Ayurveda

According to the marketing research conducted by HDC, most consumers perceived Ayurveda as an age-old branch of medicine, which was revered but not accepted as being reliable for treating ailments. Thus, the two major tasks for HDC in India were to establish an image for itself and promote the message that Ayurveda was as modern and vibrant a science as any other.

HDC realized that it needed a campaign, which would be able to destroy the commonly accepted notion of Ayurveda as something developed by 'sadhus' (Hindi-language term for saints). A three-pronged strategy was adopted by HDC for presenting Ayurveda as a contemporary form of medicine.

The company wanted to project that products under the Ayurvedic Concepts range addressed the complete body, and did so better than anything else as they were formulated with R&D support. The brand was promoted with a tagline, 'Get on with your life,' which indicated that its products helped people cope better with the pressures of modern life...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The 'Himalayan' Journey

The decision to drop 'Ayurvedic Concepts' as a separate brand was an extremely difficult one for the company. However, the rationale behind HDC's decision soon became apparent when company sources revealed that immense popularity of Ayurvedic Concepts' as a brand was posing a threat to the company's identity. Medical practitioners as well as consumers were reportedly unaware about Himalaya being the mother brand of Ayurvedic Concepts...

Is The Granny Dead?

HDC's decision to bring all products under the Himalaya brand name was expected to make it much easier to communicate with customers across 55 countries.

Even as it faced accusations from industry observers for having wrongfully 'killed' Ayurvedic Concepts and 'Dadima,' the company seemed to move on effortlessly.

However, company observers were apprehensive of the company's future due to the changes sweeping the market in which the company was operating...


Exhibit I: About Alternative Medicine & Ayurveda
Exhibit II: The Ayurvedic Concepts 'Dadima' Tvc
Exhibit III: HDC - Product Range
Exhibit IV: HDC - Global Presence
Exhibit V: HDC - Competitor Product Profile

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