BAV Study of Himalaya

HiOwna Group 12, PBM-4

Submitted By:
UM16311
UM16324
UM16350
UM16365
UM16368
 HEALTH SUPPLEMENT INDUSTRY IN INDIA
• MARKET SIZE STOOD AT AROUND USD 2 BILLION IN 2015 WITH CAGR OF
11.60% DURING 2016-2021
•  PROJECTED TO GROW TO $ 6.1 BILLION BY 2020-2021
• INDUSTRY DRIVERS :
 AGEING POPULATION : TO REACH 143 MILLION BY 2021 FROM CURRENT 100
MILLION
 RAPID RETAIL GROWTH : TO REACH US$ 1.3 TRILLION BY 2020 FROM US$ 600
BILLION IN 2015
Market Segmentation (%) 2015
 RISING HEALTH AWARENESS AMONG CONSUMERS
Functional Dietary
35
Food & Supplemen
Beverage ts
65
• TOP BRANDS IN THE INDIAN MARKET
1. GSK
2. ABBOTT
3. AMWAY
4. HIMALAYA
5. DABUR
6. DANONE
7. PATANJALI
 HIOWNA VS ENSURE
• Brand Image
Hiowna: revolves around herbal supplement that bridge essential
nutritional gaps
Ensure: revolves around protein supplement to build your stamina
back up
• Marketing Strategy
Hiowna: of the 1.2 million doctors in India, Himalaya has built
relationships with over 4,00,000 doctors who recommend Hiowna
products to their patients
 METAPHOR ELICITATION
•A total of 10 respondents took part in the ZMET process, 5 each for HiOwna and Ensure. The
respondents were made aware of the product (if not already familiar) and were given 10 days to
collect images whenever they felt the image said something about the product and the brand (both
positive and negative).
•After 10 days, the respondents were asked their reasons for selecting the images and grouping
them into certain groups. MENTAL MAP
Natural No Energeti
Goodne preservati c
ss ves Leading
Staying Athleticis Healthie a
Dependa No side Herbal m r satisfyi
ble effects Fit Lifestyle ng Life
More Running
Effective
Unpleasant Stronger
smell Bones

Mixes well Sports

with milk Texture

Ease of
Usage

Less
Medicines

Reduce ailments Increases

in the long run Immunity
 ZMET RESULTS

How Consumers see its role:

Consumers carried their previously formed notions about the brand and as

1
expected projected it onto the product. A wide spectrum ranging from
something as primary as providing stamina and increasing core strength to
something as aspirational as replacing medications were noted as some of its
roles Brand Meanings:
The brand meanings that prominently came out during the ZMET
process were as follows:

2
• * Herbal healthcare and proximity to nature
* A consistent evocation of warmth, vibrancy and commitment to
Product Category Fit:
caring.
We analyzed 4 factors as suggested by Aaker and Keller
(1990) and Simonin and Ruth (1998) i.e. substitutability,
complementarity, transferability and consistency. On all the
four metrics, it was found that the product scored favorably.

3
Limitations:
1. Affinity to brands currently used by the respondents
might have influenced their decisions in some way
making the process not completely impartial
2. Scope of Cognitive Dissonance quite high
 BRAND AUDIT

No of Respondents: 41
Null Hypothesis: True mean for all the four brands are equal
Alternative Hypothesis: There is at least one inequality between the true means for all the four brands

Brand Strength Brand Stature

BRAND COMPARISON

• HiOwna can improve their brand stature by

building their brand equity by using various
marketing techniques

• Protinex scores highest on brand stature and

should increase their brand strength by
improving their product features primarily their
pricing
 BRAND KEY
VALUES & PERSONALITY
Energy
Athleticism Essence REASONS TO BELIEVE
Youth Nutrition A Himalaya product.
Positivity Himalaya is a well known
Health
and good
drug house producing
health... healthcare products from
BENEFITS Naturally natural ingredients since
Healthy ! 1930.
Convalescing DISCRIMINATOR
Reduces anxiety Natural, Affordable, Effective,
Indigenous
Insight
 Nutritional health
COMPETITIVE supplement for adults, TARGET
ENVIRONMENT promotes overall health Adults who want to maintain
1.Threat from substitutes like and well-being an active and healthy lifestyle
fruit juices and prefer natural products
2. Threat from other Root Strengths
nutritional drinks • Made from natural
3. Threat from energy and ingredients
health capsules • Nutritious
THANK YOU..!!