himalya herbal

8/10/2019 Himalya herbal

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“HIMALAYA HERBAL TOOTHPASTE:

CATEGORY AND BRAND INVOLVEMENT

IN AN EMERGING MARKET”

Group 11A

Kanika Agarwal (PGP04017)

Joohi Shrivastava (PGP04066)

Joshika Dikshit (PGP04067)



1.What are the major findings about the involvement levels of consumers in theoral care category that can be understood from the participants’ responsesregarding their habits and practices with respect to the category?



Righttoothpaste is

moreimportant but

importance

given was low

Low involvementtowards Oral CareCategory

Oral Carewas not asimportant

for personal

grooming

28%brushedtwice a

day

68%nevervisited

dentist

85%respondents

changed theirtoothpaste(dentist’s

recommendation)

Consumers areindifferent tothe benefits

andproposition

84%believes

they don'thave oral

healthproblems

98% Indianssuffers fromoral healthproblems

(WHO)

Curative measure,

not preventive

measure

Dentists’ are best

influencers

otherwise low

involvement

Either sample size

was not

proportional to

population size OR

awareness is

extremely low.

LOW

INVOLVEMENT

LOW

AWARENESS

NOT A

PREVENTIVE

MEASURE

DENTISTS’

HIGH

CREDIBILITY



Q2.

How many respondents (in percentage) exhibit high and low/medium

involvement with regard to the oral care category, and express high/lowcognitive and affective associations with regard to each of the brands ?

How are the involvement levels associated with each of the brands?



Category High Involvement (in %) Low Involvement(in%)

Freshness 11.48 38.28

Herbal 16.4 26.68

Oral Care 13.12 26.68

Niche: Problem Solving 26.24 51.62

Segment Strong Cognitive

belief (%)

Low Cognitive Belief

(%)

Strong Affective

Belief (%)

Low Affective Belief

(%)

Freshness 64 36 60 40

Herbal 64 36 44 56

Overall 56 44 36 64

Niche: Problem

Solving

92 8 72 28

Total 69 31 53 47



Brands Strong Cognitive Low Cognitive Strong Affective Low Affective

Closeup (Freshness) 55.2 6.2 31.8 18.8

Dabur Red 26.22 19.22 20.14 29.14

Colgate Dental Cream 41.4 12.4 10.6 37.6

Colgate Active Salt 69 0 48.76 3.76

CLOSEUP(FRESHNESS

)

Strong Cognitive &Strong Affective

DABUR

RED(HERBAL)

Strong Cognitive &Low Affective

COLGATE DENTAL

CREAM

Strong Cognitive &Low Affective

COLGATE ACTIVE

SALT

Strong Cognitive &Strong Affective

Brand Attachment Score = 3.3

Niche Problem Solving (Colgate ActiveSalt) has highest cognitive belief, therefore it has

high involvement level

As more of cognitive belief is displayed, it implies that functional attributes have

established better in the brands.



Q3.How does low category involvement affects brand attitude? Explain the

inconsistency in those instances where brand attitude overwhelms

category involvement.



Segment Low Involvement and High Attitude (%)

Freshness 38.28

Herbal 26.68

Overall Oral care 26.68

Niche 51.62

*Low Involvement Respondents = 58%

LOW INVOLVEMENT WITH CATEGORY AND HIGH ATTITUDE

TOWARDS BRAND



Category Deductions from Low

Involvement and High

Attitude

Deductions from the

respondents’ data in Exhibit

5

Consistency / Inconsistency

Freshness • It is an importantparameter (66%)

• Driver for the purchase

intention

• Functional attributeshave average score

(3.5)

• High cognitive and

affective score

The freshness brand wasnot in consistence with the

importance given to

drivers.

Herbal • 46% low involved

respondents showedhigh brand attitude

• Importance to natural

ingredients• Importance to gum and

health teeth is high

Consistent with respect to

cognitive belief

Overall Oral Care • 46% low involved

respondents showed

high brand attitude

• Recommendations

from dentist wereconsidered

• Importance given to

oral care is high

• Cognitive and Affective

beliefs is low on

parameters like ‘takescare of oral health

problems)

The attitude towards brand

was average compared to

the importance given

Niche: Problem Solving • 89% low involved

respondents showed

high brand attitude.

• High impact on

consumers

• Parameters like ‘cavity

protection’ and ‘Health

teeth’ has high ratings

Consistent



Q4.

How many consumers expressed consistency between the strength of their

cognitive beliefs and the strength of their affective beliefs associated withtheir respective brand choices?

How can any inconsistencies in the same be explained?



Had weak cognitive but

strong affective beliefs

Neither associated with

cognitive nor affective

beliefs with respect to their

brand.

Had strong cognitive but

weak affective beliefs

Had a consistently strong

belief of both cognitive &

affective aspects of the

brand they used.

46% 24%

23% 7%

Data extracted from Exhibit 6; Table 4



INCONSISTENCIES: Possible reasons

- Product belongs to alow involvementcategory ; consumerinfluenced byperipheral routes notthe central one.

- Consumers are movedby the emotional

appeal of theadvertisement & notthe functional benefits.

7%

weakcognitive,

strongaffective

- Toothpaste categorybrand communications

involving brand benefitshave had an impact of

strong recall.

- Low involvement

product; Not able toestablish the affectivecomponent.

24%

strongcognitive,

weakaffective



Q5.

Taking into account the category-level and segment-level analyses, what kind of

implications are relevant at the segment level (for each segment)?

How do consumer beliefs relate to the positioning of brands in each segment?



Relevant implications for each segment (Exhibit 2 & Exhibit 6)

• Only 28% consumers have high category involvement; thusaffective component needs to be induced more effectively.

• Though 66% consumers with low category involvement have

strong cognitive i.e. freshness or affective beliefs.

Freshness

• Consumers associate with the cognitive beliefs ( 64%) muchmore than the affective beliefs (44%)

• It has 40% high-involvement consumers who associate mainlywith the functional benefits & not the emotional appeal of the

product

Herbal

• 40% consumers had neither affective nor cognitive beliefsassociated; thus this category has not been impactful on theconsumers’ minds.

• Used by consumers who want their family to develop good oralhealth habits but do not actually take proper care, same is usedduring brand communication with kids involved.

Overall OralCare

• Most connected segment with 92% strong cognitive beliefs &72% affective beliefs of the consumers.

• Most effective in terms of both providing a solution to therelevant problem while building trust & providing assurance

emotionally

Niche : ProblemSolving



Relating consumer beliefs with brand positioning for each segment

CloseUp

• Both cognitive &affective beliefs have

been induced inconsumers mindsthrough advertising.

• Benefit of freshnessthough generic hasbeen used exclusivelyin line with need foraffiliation for the

consumers throughcampaigns like “ Paasaao” .

Dabur Red

• Has not been able torelate with either

cognitive or affectivebeliefs.

• Functional benefitshave been focusedupon, thereforeemotional connect ismissing.

• Only cognitive belief

component has beentouched upon by thebrand’s positioning.

Colgate dentalCream

• Consumers’ cognitive

beliefs are in line withbrand’scommunication.

• However, no focus isgiven on the affectivebeliefs whilepositioning the brand.

• Positioned more to

cater towardsfunctional benefits

Colgate ActiveSalt

It most effectivelyrelates the consumerbeliefs with the brandpositioning.

It involves a problemsolving approach thatleads to consumersbelieving the

functionality of theproduct with trustingthe brand for minimumperceived risk.

Considering the leading brands in each segment to study positioning

form Exhibit 6, Table 6 & Exhibit 2



What kind of recommendations would you provide for the Himalaya brand aftertaking into consideration the responses to questions 1-5?



Recommendations for Himalaya Brand

Enter the niche/ Problem solving segment

1. through HiOra , 2. Problem solving approach in advertising

Develop an emotional connect in line with the current positioning by listing emotionalbenefits like trust,security with pleasure of eating all types of food etc.

Launch engaging advertising campaigns like colgate & HUL’s pappu & papa etc.

Maintain POPs like freshness which is recognised as important by consumers &advertise accordingly

Link the functional benefits to the aspects of oral health without going niche to drivebrand recall

Driving a core benefit should be the major element as it is the POD of the Himalaya

herbal range of products.

Introduce more product variants



Q7.

What should the positioning dimensions of Himalaya be, and

how can it be differentiated?

How can Himalaya create an attitude towards its ads/brand to

convey its differentiated proposition?



Necessity Price (high)

Quality

(herbal)

Functional

Price (low) Luxury

Quality (generic)

Emotional



Target Audiencedifferentiation on the

basis of needs

Position itself asan “advanced

Care” product

which is intoproblem solving

Link theemotional

benefits to theunique brandpositioning tocreate a POD.

Focus more on herbal ingredients

and its benefits

Engage Indian customers with the

brand through stereotyping of

Indian values and beliefs

Company should focus on

awareness of oral health problems

himalya herbal

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