Let us start the Himalaya Herbal Marketing Mix: Himalaya provides products under seven different categories.
By acquiring this already existing brand in the market TATA got an easy entry into this bottled water industry, of which mineral water bottle industry is still only a 10 percent of the overall industry, but with time it is expected to grow at a very fast pace.
Strategically it was a good move because it also gave a direction to the vision of TATA tea to enter into the global beverage market, a path to walk upon and then achieve that vision with the help of that decision of theirs.
And Himalayan could truly fulfill this objective as it was only one of the few brands throughout the world which were bottled at source and that gave the brand its strong intrinsic heritage. Global Industry Analysts, Inc. Also the potential for bottled water market in India is also huge and the market is around crore in size and was expected to reach to crore rupees out of this 33 percent market is of the bottled mineral water Source: So based on this data it is very much clear that TATA has made a step in the right strategic direction.
Segmentation The segments first of all have defined on the basis if the type of bottled water category and on this basis this category has been divided into two parts: Himalayan is the market leader in the mineral water category in India, and before being acquired by TATA the segments being focused by it included: Institutional customers and the International Markets.
This forms the part of behavioral segmentation process where the customers are segmented on the basis of the benefits they seek. Then there were people who had Himalayan water because they want to be categorized as fashionable in their social circle. Then there were segments on the basis of sizes: The consumer for this product could mainly be in the age group of years, and most of the customer who are health conscious may be the customers for this product along with the educated people who give more value to hygeine.
Targeting The target market for the product included the following segments: Then the Consumer segment: Then they were using the variety of on ground events in key markets at upmarket bars, restaurants and upmarket malls to reach their target markets.
The company concentrated on metro markets where it thinks a focused approach in affluent pockets and select outlets, which allowed it to reap significant benefits. Thus while choosing their targeting strategy they have chosen to go ahead with the product specialization targeting strategy.
Positioning Though Himalayan brand of mineral water was trying to position itself in the market as a brand that provides you with the most natural of the mineral water that you can get in the market but after the association of the name of TATA with the product, this positioning got an additional boost as the name TATA in India is a brand that is associated with Trust so this indirectly is lending that attribute to the Himalayan brand of mineral water also.
Even the television commercials that were used strengthened the same positioning with the statement in the ad using the statement: Himalayan Natural mineral water. Another strength of Himalayan is the brand name. Himalayan offers instant imagery of the Himalayas and brings in the visuals of Cool, Pure, Indian and Natural imagery.
This message is strengthened through the statement on the label: Nor the decades I spent gathering the natural goodness of minerals like sodium, calcium and potassium. Where I come from, destiny is a good thing. The USP of Himalayan Natural water is that it is naturally pure and has a distinct taste derived from the source of origin.
Product, the product itself in this case was a very strong part of the whole marketing mix which had given the company an edge over the competitors till now atleast in the institutional business because of its very unique positioning.
The various features of the product are as follows: Himalayan natural mineral water was available in six pack sizes namely, 2 ltr, 1.
This packaging formed a very important part of the product decision. The water is collected in the catchment area and travels through rocks, clay and soil, thereby collecting the minerals available therein and then it is bottled.
This process takes over a period of 20 years. The acquifer has a recharge capacity of 1bn litres every year. The group plans to introduce functional and enhanced water variants of Himalayan to ensure that it remains geared up for competition at all market segments.Himalayan Bottled Mineral Water – An understanding of Marketing concepts through this brand the product itself in this case was a very strong part of the whole marketing mix which had given the company an edge over the competitors till now atleast in the institutional business because of its very unique positioning.
Himalayan Bottled Mineral Water – An understanding of Marketing concepts through this brand the product itself in this case was a very strong part of the whole marketing mix which had given the company an edge over the competitors till now atleast in the institutional business .
Royal enfield- Operations, Production, market mix, brand value 1. ROYAL ENFIELD Made like a gun goes like a bullet Contact Details: (A Unit of Eicher Motors Limited) Tiruvottiyur High Road, Tiruvottiyur, Chennai - The term Marketing management, though popular today, has a history which dates centuries vetconnexx.com first trading system which was adopted by humanity was the barter system – a thing for a thing.
However, money was later on established and it became the basic of all transactions. Marketing plan for indian bottled water company. Print Reference this.
Disclaimer: Himalayan costs Rs 25 a bottle. Flavored water falls in the mid-priced segment of the bottled water category.
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