Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market Harvard Case Solution & Analysis

Kumar was inquisitive to learn whether consumers were really faithful to the brands in the toothpaste category. He was interested in the toothpaste category, and Himalaya had herbal offerings in the prescriptive and retail segments. Did they remember the practical brand gains? Were consumers purchasing brands because of the societal benefits reflected in the ads? Did consumers continue to buy special brands without switching, due to inertia? How should consumers perceive Himalaya? This medley of problems presented another chance to an academic to conceptualize consumer behavior, one that was maybe unique to the Indian context.

The notion of merchandise participation identified consumer sections based on the degrees of personal interest expressed by consumers with respect to specific services and products. High-involvement categories demanded consumers to be involved in extensive purchasing behavior that led to one or more of the following aspects: risk reduction, enhancement of self-image, along with a greater level of gratification in having attained a best pick after analyzing the various alternatives in the group. Low-involvement groups were those that were purchased regularly by the consumer, with a degree of personal interest that was lower than that associated with the high-participation groups. Marketers always had to face competitive challenges in improving the degree of participation in low-involvement classes through proper branding initiatives. The toothpaste group was one such category in the Indian context.

PUBLICATION DATE: October 25, 2011 PRODUCT #: W11388-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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