Himalaya herbal toothpaste category and brand involvement in an emerging market

Kumar was curious to find out whether consumers were really loyal to the brands in the toothpaste category.

Himalaya herbal toothpaste category and brand involvement in an emerging market

Ramesh Kumar, Nitya Guruvayurappan Kumar was curious to find out whether consumers were really loyal to the brands in the toothpaste category. He was interested in the toothpaste category, and Himalaya had herbal offerings in the retail and prescriptive segments.

Were consumers loyal to a particular brand of toothpaste? Did they remember the functional brand benefits? Were consumers buying brands due to the social benefits reflected in the ads?

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Did consumers continue to buy particular brands without switching, due to inertia? Were consumers interested in herbal offerings? How should Himalaya be perceived by consumers? This medley of issues presented yet another opportunity to an academic to conceptualize consumer behaviour, one that was perhaps unique to the Indian context.

The concept of product involvement differentiated consumer segments based on the degrees of personal interest expressed by consumers with regard to specific products and services. High-involvement categories required consumers to be involved in extensive buying behavior that led to one or more of the following aspects: Low-involvement categories were those that were bought in a routine manner by the consumer, with a degree of personal interest that was lower than that associated with the high-involvement categories.

Marketers always had to face competitive challenges in enhancing the degree of involvement even in low-involvement categories through appropriate branding initiatives. The toothpaste category was one such category in the Indian context.

Kotler explains - Marketing is a process by which organizations can create value for its potential and current customers and build strong customer relationships in order to capture value in return. Category and Brand Involvement in an Emerging Market Market potential analysis comprises evaluating the overall market size of the related product that the firm is planning to launch.

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Market potential of Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market products various on factors such as — Maturity of the market. In mature markets the profitability is often stable but the market potential is less as most of the players have already taken market share based on the segment they are serving.

New players have to go for market share strategies in marketing. Technological competence of the existing players and culture of innovation and development in the industry.

Himalaya herbal toothpaste category and brand involvement in an emerging market

Untapped market sizes and barriers to both enter the market and serving the customers.By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.

You can change your cookie settings at any time but parts of our site will not function correctly without them. Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market Case Solution, Kumar was curious if consumers were very loyal to brands of toothpaste category.

He was interested in the toothpaste category, and had offers from Himalaya. Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market Case Solution, Kumar was curious if consumers were very loyal to brands of toothpaste category.

Himalaya herbal toothpaste category and brand involvement in an emerging market

He was interested in the toothpaste category, and had offers from Himalaya. Search Results for 'himalaya herbal toothpaste category and brand involvement in an emerging market' Himalaya Her HIMALAYA HERBAL TOOTHPASTE: CATEGORY AND BRAND INVOLVEMENT IN AN EMERGING MARKET Richard Ivey School of Business Foundation prohibits any form of .

Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market is a Harvard Business Review case study written by S. Ramesh Kumar, Nitya Guruvayurappanfor the students of Sales & Marketing. Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market. S.

Ramesh Kumar, Nitya Guruvayurappan. Product Number: 9B11A Ramesh Kumar was curious to determine whether consumers were loyal to toothpaste brands. Himalaya Herbal Toothpaste had herbal offerings in the retail and prescription segments, affording him the.

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