Group Members

▶ Maira Ashraf 543

▶ Iqra Irfan 505
▶ Zainab Khalid 524
▶ Asad ullah Babar 506
Skin Moisturizer
Background of Moisturizers

▶ Since Mesolithic era 10,000 years ago.

▶ Olive oil was popular as moisturizer among ancient Greeks.
▶ Petrolium jelly was used in 1800s as well as Mineral oil.
▶ Birth of modern body creams in 1930s.
▶ Today,about 80% used of body creams.
International trends

▶ Sale expected to exceed US$131 billion in 2019.

▶ Indonesia, India & Turkey emrgeging as key growth markets.
▶ Technology
▶ The growing influence of Asia in skin care.
National situation

▶ Market leaders
▶ Growing demand in middle class
▶ Brand awareness
▶ Healthy life style
▶ Affordable prices
The HIMALAYA company
Introduction

▶ Mr. Manal founded in 1930.

▶ In 1975 company set up manufacturing facility in Makali, Bangalore
& India.
▶ In 1991 company relocated its R&D facility to Bangalore.
Market segmentation

➢ Geographical:
1st target metro cities like Lahore, Karachi & Islamabad,then focus on
rural areas.
➢ Behavioral:
Need to use lotion & maintain their skin health.
➢ Demographic:
Detrimental product,it can be used by people of every age.
➢ Psychographic:
On the basis of social classes, both upper & middle class.
➢ Market Positioning:
Create good image and attract most loyal customers.
Aim to never go out of style & provide quality.
➢ Market Targeting:
Mainly target the people of Urban & Rural areas.
SWOT Analysis:

➢ Strength:
▶ Qualified staff ,Eco friendly & use natural contents.
➢ Weaknesses:
▶ Ayurvedic product &Giant Competitors
➢ Opportunities:
▶ High investment & grow globally
➢ Threats:
Face a lot of competition & so many International companies.
Pestal analysis

➢ Economic Factors:
Inflation, High demand
➢ Socio-cultural factors:
Take care about the religious beliefs & moral values.
➢ Technological factors:
Keep upto date technology
➢ Political factors:
Take care of policies& rules of Govt.
➢ Legal factors:
No, illegal mean to achieve goals.
Macro & Micro environment
➢ Macro:
▶ Political factors: Changes in regulations
▶ Social Factors: Increase interest from customers.
▶ Economical: Inflation and recession
▶ Legal: Changes in Income and Corporation taxes
➢ Micro:
▶ The company: Strong work ethics.
▶ Customers: Focus on brand love.
▶ Suppliers: Invest in suppliers
Competitor analysis

▶ Regarding brands like Olay, Oreal paris, Nivea & Vaseline.

▶ Others brands has huge market shares as compare to Himalaya’s
position.
▶ Himalaya needs to innovate new products to compete other
brands.
▶ Need to use a good communication to increase the interest.
▶ No proper marketing strategy as like others.
Retailer Interview

▶ Huge variety of lotions from local to international brands in shop.

▶ Pakistan’s lotion market captured by Vaseline & Nivea.
▶ Few customers show interest in Himalaya’s lotion.
Problems

▶ Himalaya needs to plan a proper marketing strategy like other

brands.
▶ It's not profitable for retailers.
▶ No proper marketing and Campaigns.
▶ Need awareness to customers to boost up confidence of retailers.
Questionnaire Analysis

▶ Moisturizers use
▶ People can spend
▶ People prefer organic product
▶ BRANDS Vaseline and Nivea
▶ Mostly even don’t know
Solutions

▶ SLOGAN: Feel The Nature

▶ Target market (Female and Male)
▶ Promotion (showing ingredients and throw commercials)
▶ Start campaigns in girls colleges
▶ Try to sponsor some social campaigns (women empowerment)
▶ Give special sale incentives to whole seller
▶ Feedback for improvement (toll free number and Facebook page)