Case Name :      Himalaya Drug Company: Repositioning an Herbal Soap

Authors :           S. Ramesh Kumar, Venkata Seshagiri Rao, Narayana Trinadh Kotturu

Source :             Ivey Publishing

Case ID :            W13661

Discipline :        Marketing

Case Length :    08 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In an initiative to develop its herbal soap offering and create a repositioning strategy for its soap products, one of the front-runners in the Indian skincare market explored the perception of the brand image, using survey data to compare its own image with those of two of its strongest competitors. The challenge for this brand was to reposition itself and build its equity after taking into consideration the perceptual results of the study and the existing positioning of soap brands.