PROMOTIONS  and IMC : 


Integrated  Marketing  Communications : 

IMC is a mix of all the programs and promotions strategies that are run in order to inform the audience about the product. it has in total five components namely,
* Coverage - How much penetration does the advertisment and other forms of awareness strategies                         have on target audience.

* Contribution - Explains the ability of the marketing communication to create a desired response                                  from the available promotion strategies.

* Commonality - The overlap of the meaning between various programs or TVC's that run and does                               it get convenyed the way it should.

* Versatility -  refers to the extent of the penetration different strategies have for different brands.

* Cost -   After all the awareness and penetration the most effective way to attract the audience is the                 cost at which the product is sold.


Himalaya neem face wash:
   
https://www.youtube.com/watch?v=4-F27oLUNSk


Himalaya has now come up with the new TVC which focuses on the ongoing problem of pimples in the young generation. The TVC mainly shows the different efforts that the girl makes inorder to hide the pimple but fails to hide it from her friends then finally one of the friends introduce her with himalaya neem face wash. the message being delivered is " try hmalaya first" because it delivers to the promise.

Himalaya now has also come up with the 3D campaign.

Himalaya neem products have now collaborated with clear channel singapore out of home bus shelter media.

The campaign show 3 feet tall cut outs of himlaya neem face wash with a girl imprinted on it. One angle shows the problem of pimoles and when seen from other angle it shows the the results after using the product again incashing on the product USP of dileving to te promise.

Therefore himalaya uses both the strategies of ATL and BTL  meaning thereby above the line and below the line advertising.

ATL - Above the line marketing uses conventional medium such as television and radio it uses impersonal methods to sell.
whereas,

BTL - Below the line marketing uses personal communication to influence the buyers to consume either immediately or make the purchase little later but the purchase is taken to be guaranteed. Methods like sales promotion, telemarketing, road shows, direct mails etc.

Himalaya has a strong grip on both the TVC and OOH promotions strategies. And the recent 3D hoarding which portrayed a women when seen from one angle she had all skin problems, pimples, acne etc. And if seen for a different angle she had healthy skin with no pimples or acnes. This particular standee became very famous.  

PRODUCT  :

Product hierarchy :

      The product hierarchy stretches from basic needs to particular items that satisfy those needs. Six         levels can be characterized.

Need  Family : the core need that is associated with a product

  For Himalaya the need family is personal health care

Product family : Comprise of all the product classes that can satisfy core need with reasonable effectiveness.

   For Himalaya the product family is skin care and cosmetics.

Product class : A group of product within a class that is recognized as having a certain coherent function.

  For Himalaya the product class is soap face wash, moisturizer, petroleum jelly etc

Product line : a group of product within a particular class because they are closely related as they perform similar function, as they sold to same customer segment and have more or less the same marketing strategy.

   For Himalaya the product line is Himalaya face wash, scrub, face pack etc

Product type : A group of item within a certain line that share one of several possible forms of the product.

  For Himalaya the product type is Himalaya neem face wash, for acne and pimple, Himalaya lemon grass face wash for oily skin, Himalaya kesar face wash for fair skin.

Item : A distinct unit within a brand distingusible by size, appearance, price etc.

  For Himalaya the item or SKU is its availability in various sizes, various prices etc.

PRODUCT   MIX  :

A product mix or product assortment is a set of all products an items a particular seller offers for sale.

  

width : refers to the different product  line the company carries.

Himalaya has arrange of herbal products right from health care medicines to personal care products.

 length : refers to the total number of items in the mix.

Himalaya has a total of 30 items in the set of products the company sells.

Depth : Depth of a product refers to how many variance are offered on each product.

Himalaya offers at least 10 on each product. It has face wash based on neem, kesar, lemon grass etc.

linkage between 3 C's and product levels.

 The 3 C'sconcept.

The 3 C's of marketing stands for customer, companyand competition with the customer being at the head of the pyramid or the prime focus of of the company and the competitors.





















The product level is on the other hand consistes of the core benifit,basic product, expected product, augmented product and potential product.

The linkage is between the customer and the core benifit as it is the customer who has the requirement and the company tries to fullfill the requirement.

Himalaya neemface wash identifies the requirement of the audience to cure the painfull pimples and blemishes and give a proper cure and prevention source to it.

The Basic product
Basic product is given by the company in order to fullfill the reqirement of the audience and the company comes upwith the most basic solution to the problem.

The expected product belongs to the customer as the customer has once used the product and is aware of its benifits now it wants a better version of it hence now the company comes up with new variations in the sameproduct.

The augmented product various competitors now come upwith different variations and try to be the red cherry to sel ltheir product.

Competition:

Competitors are such entities who are rivals in the market or any organization, they always have a motive of walking ahead of the entity/person against it. By overtaking them in terms of market share, audience reach and various factors.

There is always a desire to be the “red cherry” of the market, thought the product /service offered may be the same but the way of projecting it in terms of packaging , branding , pricing , positioning may be entirely different.

Direct  Competition : When the competition is in the same field with the same kind of product.

Indirect  Competition : When the competition is in terms of substitute available in the market for the product in question.

Himalaya’s competition :

The face wash market is filled with variety and variance. Himalaya itself has a variance of face washes, which cater to different problems.

The major threat to Himalaya in the market is 'clean and clear foaming face wash' and 'safi' which offers more or less the same solution to acne problems. Still Himalaya manages to maintain its market share by banking on its herbal and ayurvedic properties, strong marketing strategy, affordability, availability and most importantly excellent brand trust and loyalty.

The  Marketing  Mix  4Ps :

The marketing mix is a combination of four Ps which stands for Price, Product, Promotion and Place.

Product:

Product comprises of product variety, Quality, design, features, brand name, packaging, sizes, services, warranties, returns. In short every thing that is required for a product to stand out in the eyes of its target audience. The way people see and perceive a product is based all the above qualities. The loyalty solely lies on the product quality and service.

Himalaya neem face wash is a product of great quality, has a unique tube design which makes it very convenient to use, is attached to a well trusted brand, provides satisfying service to its customers which result in the brand loyalty.

Price :

Price comprises of the list price at which it is stated, discounts that the product offers and other allowances and concessions that it gives.

 Price is again an attractive component of any product after the attraction and consuming  desire that the advertising and branding sets  for the customer , it is the price that converts  the desire to consume into the desire to want the product which is backed by the purchasing power of the consumer.

 

Himalaya neem face wash is reasonably affordable and is available in various small and medium size sachets which are very convenient to carry.

Promotion :

Promotion comprises of the sales promotions, product promotions, advertising, public relations etc. Everything that is required by the company to pitch, promote and advertise its product to make it reach to the masses and make people aware of the qualities and effects of the product.

Celebrity endorsements are a big attraction for the consumers they then relate to the brand at much greater levels.

 

Himalaya neem face wash pitches itself as the teenagers product which caters to the teen’s pimples and acne problems. Though there are no celebrity endorsements for the same but it has carved out a decent place in the market world in terms of promotions.

 

 

 
 
 

 

 

 

Place:

Place comprises of channels, coverage, locations, magazines etc wherever the product can be promoted is a place for it.

 

Himalaya neem face wash manages to cover sufficient channels and magazines for its promotions and has managed to place itself among the top 3 or 4 brands that deal with the problem of acne and pimples.

 

 

 

 

 

 

 

 

 

 

 

 

DISTRIBUTION.

Distribution is the core of any production. It is only through the distribution channel that the finished product reaches the final consumer for which it is made for in the first place.

AMA, defines distribution as an organised system of agencies and organisation which connects the producers to the final end consumers and completes the marketing task.

Distribution network in a nutshell can be shown as below:

          

         Himalaya neem face wash and all the Himalayan brands they use third level of distribution, from the producer to the wholesalers to the retailers and finally to the end consumers.

  

       Himalaya products also reach the customer and the consumers through Himalaya outlets as well.