Himalaya Drug Company: Repositioning a Herbal Soap
(3 pages of text)
In an initiative to develop its herbal soap offering and create a repositioning strategy for its soap products, one of the front-runners in the Indian skincare market explored the perception of the brand image, using survey data to compare its own image with those of two of its strongest competitors. The challenge for this brand was to reposition itself and build its equity after taking into consideration the perceptual results of the study and the existing positioning of soap brands.
- Why should a brand reposition itself, especially when the category is in its growth stage?
- How should an herbal soap brand reposition itself when it faces intense competition from other herbal and non-herbal brands?
- After it has created basic awareness, how should an herbal brand develop brand associations that it can sustain over the long term?
- How does consumer behaviour/perception get influenced by brand communication, and how does it contribute to brand perception?
India, Large, 2012
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