Branding of Ayurvedic healthcare products.pdf

good for education

1. 1
Branding of Ayurvedic healthcare products

2. 2
What is a brand?
•Definition: “a name, term, sign, symbol, or design, or a combination
of them, intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competition.”
American Marketing Association (AMA),
•Brand Elements: Different components of a brand that identify and
differentiate it are brand elements.

3. What is a Brand?
Name
Design
Identifies
product/service
of seller and
differentiates it from
competitors
Keller, Kevin Lane. Strategic Brand Management:
Building, Measuring, and Managing Brand Equity. 1998.

4. What’s the Difference?
•A product
•A commodity
•A brand

5. 5
a commodityis a marketable item produced to
satisfy wantsor needs
the term commodityis applied to goodsonly

6. Levels of
Product
Brand
Name
Quality
Level
Packaging
Design
Features
Delivery
& Credit
Installation
Warranty
After-
Sale
Service
Core
Benefit
or
Service
Actual
Product
Core
Product
Augmented
Product

7. A product is something that is made in a factory; a
brand is something that is bought by a customer. A
product can be copied by a competitor, a brand is
unique. A product can be quickly outdated; a
successful brand is timeless.
Source: Stephen King, WPP Group, London
A brand is something that resides in the minds of
consumer.

8. Would you Buy?
•A Libyan watch?
•Japanese coffee?
•A Kenyan car?

9. Your answer in all these cases
is very probably “NO”
Reason?
NO REPUTATION
Reputation is
the Soul of a Brand

10. A Brand is More Than a Product
Product
Scope
Attributes
Uses
Quality/value
Functional
benefits
Organizational
associations
Brand
Personality
Symbols
Self-
expressive
benefits
Emotional
benefits
User
Imagery
Country of
origin
Brand
Brand/customer
relationships

11. 11
Importance of Brands to Consumers
•Identification of the source of the product
•Assignment of responsibility to product maker
•Risk reducer
•Search cost reducer
•Promise, bond, or pact with product maker
•Symbolic device
•Signal of quality

12. 12
Reducing the Risks in Product
Decisions
Functional risk.
Physical risk
Financial risk
Social risk
Psychological risk
Time risk

13. 13
Importance of Brands to Firms
•To firms, brands represent enormously valuable pieces
of legal property, capable of influencing consumer
behavior, being bought and sold, and providing the
security of sustained future revenues.

14. 14
Importance of Brands to Firms
•Identification to simplify handling or tracing
•Legally protecting unique features
•Signal of quality level
•Endowing products with unique associations
•Source of competitive advantage
•Source of financial returns

15. 15

16. •Brand name
•Brand mark
•Trade mark
16

17. •Brand name
Vocalized part of the brand.
Brand mark
symbol, design, color, letters
Trade mark
Part of the brand given legal
protection to brand name or
brand mark
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18. 18
Can everything be branded?
•A brand resides in the minds of consumers.
•Consumers perceive differences among brands in a
product category.
•Even commodities can be branded:
–Coffee (Nestle), bath soap (Lux), flour (Iwisa), beer
(Castle), salt (Raigam), Checken (Nelna), and even
water (Orzone)

19. 19
What is branded?
•Physical goods
•Services
•Retailers and distributors
•Online products and services
•People and organizations
•Sports, arts, and entertainment
•Geographic locations
•Ideas and causes

20. Brand ‘Ayurveda’ in India’s FMCG Market
•TheUS$53billionfast-movingconsumergoods(FMCG)
sectorinIndiaismovingtowardsthewideradoptionof
Ayurveda–abranchoftraditionalIndianmedicine.
•Ayurvedainvolvestheuseofmedicinalherbsandnatural
ingredientsinthetreatmentofseveralailments.
•Inrecentyears,itspopularityhasdramaticallyrisendueto
expandingapplicationinpersonalcareandfoodproducts
segments,cateringtothegrowingpreferencefororganic
ingredients.
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21. •The endorsement of several high profile spiritual leaders
(gurus) has also contributed to this resurgent interest in for
Ayurveda-based products, catapulting new brands like the
Baba Ramdev-promoted Patanjali to the top.
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22. Natural products market in India
•Previously,Ayurveda-basedproductsintheIndianmarket
wererestrictedtohairoils,thelocaldietarysupplement
•Now,naturalAyurvedicingredientsareincreasinglybeing
integratedintoagrowingnumberofproducts,rangingfrom
shampoos,skincarecreams,oils,andpowders,toothpaste
gels,andsoapstocoughsyrups,teas,packagedjuices,and
nutritionalsupplements,amongotherfastmovingconsumer
goods.
•Theseproductsfindmassiveappealamong,both,India’s
millennialsinurbanandruralmarketsaswellasamongolder
consumersalreadyfamiliarwiththetraditionalherbal
ingredients 22

23. •IntermsoftheirFMCGmarketshareinIndia,Hindustan
UnileverLimited(HUL),thewhollyownedIndiansubsidiary
ofBritish-DutchconglomerateUnilever,isthetopplayer
followedbyITCLimited(IndiaTobaccoCompanyLimited),
andPatanjaliAyurvedLimited.
•HULrecentlylaunchednaturalversionsforshampoo
brandsTresemmeandClinicPlusandforfairnessface
creamFair&Lovely,aswellasthenaturalsbrandLever
Ayush.
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