Essay about Case Report Section D Group 11

3593 Words Mar 30th, 2015 15 Pages
I. Executive Summary
In the wake of rising competition in the Indian Soap Industry, Himalaya Drug Company faced a challenge in positioning its recently launched Herbal Bath Soap—Himalaya Herbal Soap. After a gamut of successful health and wellness products, the Himalaya Drug Company recently entered the Soap Industry by launching Himalaya Herbal Soap. Entry into this overcrowded segment proved extremely difficult as it had to face intense completion from other established brands. Thus repositioning of the Himalaya Herbal Soup became increasingly necessary. The Brand Manager wanted the positioning of the soap to be such that it not only operates in the niche herbal market but also compete with other well-known soap brands operating in the
…show more content…
After a spree of successful health and wellness products it had recently launched herbal soap—‘Himalaya Soap’. Entry into the already overcrowded market proved extremely challenging. It faced intense competition from not only from several well-known brands like Lux, Dove, Liril, Breeze but also with numerous players in the niche herbal market with brands like medimix, haman. Thus, the Brand Manager Sushil Goswami wanted Himalaya herbal soap to present a value proposition that went beyond the herbal image thus cater to a larger segment. And then finally reposition the brand to build a long term brand equity.
1.2. Key Issues
The key issues or the challenges face by Himalaya Herbal Soap were:
Over-crowded segment with close to 700 companies.
Competition from big players like HUL (49.8% market share), Godrej, ITC, Wipro
Presence of substitute Herbal Products—Medimix, Haman, Chandrika.
Saturated urban market

1.3. Problem Statement
In the wake of rising competition in the Soap Industry, it has become increasingly necessary to reposition Himalaya Herbal Soap. The positioning should be such that it not only operates in the niche herbal market but also compete with other well-known soap brands operating in the mass market This bring us to our key question—“How to Reposition Himalaya Herbal Bath Soap?”
1.4. Purpose:
To reposition Himalaya Herbal Bath Soap.
To analyse the perceptions of brand image associated with

More about Essay about Case Report Section D Group 11

Open Document