Excellent Marketing Initiatives by Himalaya Brand

Introduction

Brands that have been in the market for almost a century now, and then there are brands that cannot survive in the market for even a year. The difference between these two brands is that the older brand is providing customers with solutions that will enhance their quality of life, whereas the new bee is just thinking of customers as their dumping grounds. Companies should focus on customer satisfaction with their unique selling propositions, and they are immune to the waves of time and competition. Himalaya is one such brand that has been on the market for around a century and is doing wonders.

In this article, we will be diving deep into the birth and the growth trajectory of the Himalaya Brand, along with the marketing initiatives.

The Birth and Growth Trajectory of the Brand Himalaya

Image − Logo of The Himalaya Drug Company

The Himalaya, also known as the Himalaya Wellness Company, was founded in 1930 in Dehradun, India, by Mr. Mohammed Manal. Manal was a nature lover, and he wanted to show the world the power of nature, Ayurveda, and herbal products. Manal started commercializing herbal and Ayurvedic products after in-depth research and development regarding the products and their benefits. The products were developed to suit the contempt and modern lifestyle of human beings living in Urban areas.

Himalaya has its production headquarters in Bangalore, and in 1955, Himalaya came up with Liv 52, a hepatoprotective, which is one of the best-selling items of Himalaya till now. Himalaya has expanded its work in the mineral water domain, skincare products, pharmacies, well-being, baby care, nutritional, animal health products, Ayurvedic solutions, beauty or cosmetics, and others. Himalaya has more than 203 research units that are solely dedicated to developing Ayurvedic products for the issues faced by humans and animals today. Today, the Himalaya brand has a presence in more than 106 countries, and 50% of its revenue comes from outside India.

The mission of Himalaya is to make herbal wellness a part of every home with Himalaya products. If we take a deeper look into the revenue segregation of the Himalaya brand products, we will realize that personal care products contribute the most, followed by pharmaceutical products, baby care products, and animal health care and nutritional products. The major competitors of Himalaya are Zandu, Reckitt Benckiser, Dabur, Patanjali, and many others.

Excellent Marketing Initiatives by Himalaya Brand

We will try to dissect the marketing strategies and initiatives of the Himalaya brand for a better understanding of its standing and its techniques to drive sales. Some of the highlights are −

Taking the First Mover Advantage

Himalaya, as a brand, took the first mover advantage in many fields. Today, Himalaya has a diversified product line ranging from Lip balm, vitamins, facewash, kajal, cosmetics, medicines, baby care products, mineral water, and others. Now the brand enjoyed a first-mover advantage in many product offerings, like Lip balm and facewash, by being the first to provide customers with herbal benefits.

Using an Umbrella Branding Marketing Strategy

Instead of using different names for the different product lines of the Himalaya brand, The Himalaya used an umbrella branding strategy. All the products enjoyed the rich legacy of the Himalaya brand name and the tagline that the company has been in the Market since 1930.

For example, if Himalaya comes up with lip balm, mineral water, baby care products, or medicines, all of them will bear the name Himalaya and then produce them.

Positioning of the Himalaya Brand

Himalaya as a brand has positioned itself as a brand that builds natural, Ayurvedic solutions with the least side effects. The brand has positioned all its products as having herbal benefits. Himalaya is also considered a pioneer in the herbal industry all across the globe.

Himalaya uses a mix of channels and methods to create this world-class positioning, and some of the initiatives are giving some trial products with other Himalaya products or through newspapers, issuing informational advertisements to gain customers’ trust, positive word of mouth or publicity, Television advertisements, social media posts, and others. While designing the advertisement, Himalaya ensures to keep it on a light note and filled with love and care, because this is what Himalaya as a brand stands for.

Celebrity Endorsements by Himalaya

Along with this, Himalaya also understood that customers and the community at large should have positive affiliations with the brand and its products. Celebrity endorsements are one technique; Virat Kohli and Rishabh Pant have been appointed the brand ambassadors of Himalaya Men grooming products, among others.

Ad Theme of Himalaya

All the Himalaya products have the same theme where they are showcasing how products by Himalaya can provide them solutions to their everyday skin, immune, or beauty problems. The ads have a sense of warmth. Along with this, Himalaya also issues advertisements to mark various occasions like Mother’s Day, Father’s Day, Women’s Day, Indian festivals, and others. The slogan or advertisement tag for Himalaya is "Himalaya Sabse Phele.”

Himalaya uses a mixture of types of advertisements. For example, some advertisements are informational, while others are evoking guilt among humans, others show how you can care for your loved ones with Himalaya, some display the need for social acceptance, and others.

Conclusion

Himalaya's head-to-heel herbal care products hold an integral and irreplaceable position not only in the dynamic market but also in the hearts of consumers. Himalaya is a brand that has been on the market for more than a century now. It is not just doing one thing right but a lot of things to keep the customers warm and attracted to the products. Himalaya as a brand is known for its natural, herbal, and Ayurvedic solutions, and all the marketing initiatives and ad campaigns by Himalaya have these in their essence. Himalaya is the legacy of the Indian market. Himalaya is a mix of Indian Ayurveda and the commercialization of those solutions. Himalaya is a brand of future India.