himalaya drug company launched an advertising campaign for its range of personal care products banded "ayurvedic concepts"

the campaign was Rs 120 million grandmotherly lady promoted the brand dadi ma was succesful in presenting a contemproory image of ayurveda.ayurveda pr oducts became reasonably successful. however in 2001,the hdc changed their marketing strategy.the universal branding strategy was to put the entire ayurveda products under the name himalaya. himalayas launched the first succesful anti hyper sensitive drug in 1934 that is serpina. the group's founder M.Manal extensively promoted research and development liv-52 was launched hepatoprotective medicine in 1955. 1975,hdc built a manufacturing facility which became its corporate headquarters. late 1980's-launched herbal personal care centre.but later put the plan on hold as it would tarnish the image of hdc as a scientific ayurvedic product. by 2002,hdc offering products in 4 segments-medicinal supplements,personal care, pure herbs and animal health products. THE 2 MAJOR TASKS OF AYURVEDA WAS1)ESTABLISH AN IMAGE FOR ITSELF 2)PROMOTE AYURVEDA AS A MODERN SCIENCE. a three prolonged strategy was adopted by ayurveda. the brand promoted the tagline -"get on with your life" HDc and its advertising agency CONTRACT,decided to put Dadi ma.grandmother was m ade contemprory in order to make her advice listenable. the advertisement sopken in english to set the mode of communication comfortable for the younger generation.HDC ran over 2000 spots on various leading channels. maintained an event based presence throughout the year. HDC went out to establish their exclusive retail outlets to sell its ayurvedic c oncept products. HDC made use of point of purchasing toby enhancing brand visibility. in the innovation move, HDC stationed a consultant in every outlet.the also pois itioned concept girls to help customer understand and select the right product.

HDC opted for a balanced approach in tems of pricing. main competitors include:HUL, P AND G,

LOREAL home grown brands:DABUR AYUR SHAHNAZ HUSSAIN BIOTIQUE HDC tried to build the gap between super premium and middle level products. strong Rand d made them garner 150 million in1999 to 4000 million in 2001 howver a new umberella brand and a new logo could have posed threat to ayurved's concepts brand imaging and to the future prospects of HDC. threat and a change in identity:medical practisioners and consumers were getting confused about himalayas being the mother brand for Ayurvedic concepts analyst also could not find a suitable hindi name for the word concepts in ayurv edic concept to cater to the north indian markets. ABanglore based firm Ray+Keshavan designed the unified brand himalayas. the letter h indicated herbal health care whereas orange symbolised warmth care and vibrancy. in 2001 HDC launched a new product portfolio in fast moving health goods(fmhg). HDC entered co branding initiative with the discovery channel injuly 2002,where upon a series of infomercials were tleecasted on the channel. it educated benefits to the consumer about the herbs. by the end of 2002,hdc planned to increase its outlets to 61 with special atenti on given to green colour in its decor. conclusion MNC'S LIKE HULL AND SHAHNAZ HUSSIAN decision to tap the herbal health market pos ed as a serious threat. by 2005,the european union would be allowind hdc to sell its porducts. the personal care division accounts for about 16percent fo its business in 2001.