This document summarizes an advertisement for Neem capsules produced by Himalaya. It discusses the product's herbal properties that keep skin healthy. The ad targets modern urban women seeking confidence through clear skin. Himalaya positions itself as providing purity through nature and the promise of good health. While competitors offer herbal skin products, Himalaya stands out for its marketing strategy of high product visibility on store shelves. The document provides some criticisms of how the ad could be improved.

1. Presented by: Group 7
PRNs -

2. About the product
 Neem or Azadirachta indica has anti-
bacterial, anti-fungal & blood purifying
properties. It is useful in skin disorders
and keeps the skin healthy and glowing.
 The anti-bacterial, anti-fungal & blood
purifying properties of Neem are useful
in skin disorders and keeps the skin
healthy.
 Clear, smooth and healthy skin from
within

3. Description of the Ad
 The ad shows a young lady – in her late
twenties or early thirties, probably
married
 She is confident and is visibly happy.
 The shot is taken with a clear
background.
 The lady‟s face is in focus and has a
very prominent glow on the skin.
 The colors are kept light to give a “Clean
and Green” kind of look.
 However, there is a deliberate(most
likely) underplay of the “Herbal” Tag.

4. Target Audience
 Clearly, it is a product meant for women.
 The Ad has been focused on the
modern, urban woman who needs to feel
confident and in charge of her life.
 The ad also shows a picture of the actual
product. Although, Herbal products are
still niche in India, beauty products are
as such not niche, they are mass
products.
 Still, the look of the Ad shows the
specific segment of Indian women who
would believe in the power of ayurveda
more than a botox.

5. Positioning/Differentiation
 Purity of Nature (Quality of Product) and
Promise of Good Health (Benefit)
 Leaf that forms the crossbar of the letter
evokes focus on herbal healthcare.
 The teal green of logo represents proximity to
nature, while orange is evocative of
warmth, vibrancy of commitment to caring.
 The Himalaya hallmark carries with it the
promise of good health and well-being.
 The swoosh in orange adds colour to the
logo, making it more lively and appealing to
the younger generation.

6. Positioning/differentiation
contd..
 Old wine in a new bottle.
 Age old concepts of Ayurveda
 Niche marketeers like Himalayan, aim to
understand the customer‟s need so well
that the customers willingly pay a
premium.
 The initial Ad campaign of „Dadima with
a twist‟ where a laptop savvy grandma
advises teenagers on how to stay fit!!
 Giving Ayurveda a hipper and modern
face.
 The Beauty from Within Campaign.

7. Competitors Profile
 Hamdard‟s Safi – A well known herbal oral
treatment for Skin Diseases.
: Bitter taste, not branded properly
 Shahnaz Husain‟s Shaneem – An entire range of
Neem Based Products. However, these are all
cream/balm/lotion category products.
: None can be orally consumed.
 Lotus – NeemAura Naturals. Includes neem
dietary suppliments and personal care products.
Customers can make herbal teas or encapsulate
neem on their own in combination with their
favourite herbs.
: Not available on shelves.

8. Competitor‟s Profile
 Organix South Inc. – Capsules, neem
extracts etc.
: Not available on shelve
 Jiva – Neem Tablets.
: Not aggressively marketed.

9. Marketing Strategy
 VISIBILITY : Major difference
 Himalaya products are shown on the
shelves more than any of its
competitors
 All others except Safi are bought
through the internet.

10. Comments on the Ad
 There is underplay on the “herbal” tag.
 The Ad discounts the fact that this capsule
is also useful for teenagers who are most
susceptible to acne.
 Also, a full body profile of the lady in
picture could have driven home the point
of a beautiful body and not just a pretty
face.
 The tagline “Beauty from Within could
have been more prominent.