Identify a Niche / Sweet Spot that the Brand can Target - Management Assignment Help

Assignment Task:

Task:

Overview Himalaya drug company produces health care products under the name Himalaya Herbal Healthcare and their products include ayurvedic ingredients. The brand has over 8 decades of history in the Indian Market selling wellness, healthcare, and medicinal products. Himalaya made a late entry into the men’s category, offering products such face wash, pimple/fairness cream, beard wash, hair creams/gels ( www.himalayawellness.in/ourproducts/mens-care ). The brand, however, has been unable to establish a strong foothold owing to its competition (Garnier/Nivea) having a stronger, older, and established presence and the threat of newly emerging digital brands (Beardo/Ustraa) enjoying a better connect with the younger audiences, along with a bunch of resurgent brands (Ponds Mens/Emami/Ayur/ etc) who challenge on affordability. An ad-hoc and basic approach to digital further saw the brand lose appeal to its millennial and Zillennial audience (who view the brand as being “uncool” leading to it not being able to connect with any of its audiences and carve out a TG. Himalaya has decided to focus its attention to two age groups of 14 – 21 and 21- 35 of digital first audiences as its primary TG and relaunch the brand digitally.

The Task

a) You are required to analyze where the brand lost its ground digitally (content and perception wise)

b) Identify a niche / sweet spot that the brand can target and further come up with a digital strategy that will make them seem relevant and aspirational to the TG in both urban and rural India

c) The plan should begin with a profile of the TG being targeted and their content consumption pattern

d) Use one product from category to take explain the new approach and the associated campaign which should be supported with references and proof of the route adopted

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