5 pages/≈1375 words
Business & Marketing
Marketing management (Term Paper Sample)
The paper wanted the writer to demonstrate the prowess to Analyze case studies provided with insights into real-world companies' and the problems and challenges they face with marketing and general management decisions. These challenges provide you with an opportunity to diagnose problems, analyse and evaluate the situation and develop strategic decision choices based on the conceptual frameworks learned in this subject. source..
Marketing management: case analysis of Himalaya shampoo Insert Name Institution Instructor Date Marketing management: case analysis of Himalaya shampoo Introduction: Case synopsis The shampoo market in India had grown exponentially due to customers placing a high degree of importance on their physical appearance. Herbal brands and synthetic brands are widely used, however coming from a tradition of using herbs, Indians tend to prefer the herbal brands more than the synthetic ones. Himalaya shampoo is among the herbal brands of shampoo that had to compete with established and successful conventional and ethnic brands such as the Nyle, Meera, Gamble, and Unilever India. The challenge for Himalaya was to formulate a positioning strategy so that it can be able to reach out to consumers who strongly prefer herbal shampoos. This would require a deep analysis of the consumer beliefs associated with the non herbal offerings and the herbal offerings. Essentially, Himalaya shampoo needed a differentiation strategy to strengthen its brand image among consumers. It needed to use insights from the responses provided by consumers Analysis of the market Shampoo is a fast moving product in India and it has been projected to continue growing over the next few years. The consumer market is growing with the increase in number of consumers with high disposable income. The Indian market is divided into three segments including herbal, anti dandruff, and cosmetics. Himalaya shampoo is among the known brands offering herbal products for complete hare care. However, the market is highly competitive due to the threat of competition, new entrants, and substitute products. In the herbal segment of the shampoo market alone, Himalaya faces stiff competition from companies such as Vatika and Meera. Other top brands in the market include Garnier Fructis, Head and shoulders, Pantene, Dove, Clinic plus, and Sunsilk. The Indian market is led by Unilever India. The other top brands control 44 percent of the market Procter and Gamble as a single entity controls 25 percent of the market share. There are also numerous other brands dealing in herbal shampoo products. It is also easy for new entrants to penetrate the market. Penetration of the market in urban areas is at 100 percent while the rate in rural areas is 20 percent. These rates of market penetration are an indication that the new entrants pose a significant threat to the already established brands within the market. The threat of substitute products is relatively high as there are non herbal products that consumers can select over the herbal products. Furthermore, there is a little bit of processing involved in the herbal products. Customers can opt to choose synthetic products over the herbal ones however there is more inclination towards herbal products than towards synthetic products. Consumer preference in India helps to reduce the threat of substitute products. The Himalaya Branded products contain words such as â€˜protein, anti dandruff, and anti hair fall' in them. These words provide an edge for the company's products over other synthetic products. Most of the non herbal products are anti dandruff and cosmetics used for personal hair care. The herbal products are comprehensive and offer complete solution for hair care. Case analysis The promotion and innovation of product are a common strategy used by marketers to protect shares and sales. However, these strategies are sometime expensive to maintain. From the case, Himalaya shampoo utilized a strategy that focused mainly on a feature of their product, the herbal nature of their shampoos to market itself. This is common among many organizations, especially the ones dealing in business to business marketing CITATION Pam051 \l 1033 (Seiple, 2005). The mistake that is commonly made is to focus primarily on a feature of a product and neglect the corporate brand. It is a consumer belief in India to use herbal shampoos compared to the non herbal products. The belief was borrowed from the traditiona...
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