Case ID: 9B11AC32     Solution ID: 27922

Himalaya Herbal Toothpaste Category and Brand Involvement in an Emerging Market Simplified Chinese Version Case Solution

Abstract

Ramesh Kumar felt the need to determine the extent to which consumers were loyal to the toothpaste brands. Himalaya Herbal Toothpaste was a differentiated brand itself, which promised to offer herbal solutions for retail and the prescription segments and this gave room for Ramesh to conduct a proper research. He had numerous questions that were yet unanswered. He wanted to know whether toothpaste, like other commodities, had a brand loyalty or not? If yes, did consumers looked for functional brands or is it the aspirational benefits created by the marketing agencies. The primary interest for him was to know the extent to which consumers felt interested to the Herbal Toothpaste. While analyzing the situation of Himalaya Herbal Toothpaste Ramesh wanted to know whether toothpaste was amongst the category of commodities that pushed consumers to engage in a proper decision making process while making the final purchase, thus making a product a high involvement category. The more the consumers are engaged in a commodity, the more risks are attached to it: the continuous need for image enhancement in order to prevent them from switching the brand. On the contrary low involvement category include products that are regularly purchased and thus does not push the consumer to become personally involved. Let it be a toothpaste category, there are numerous challenges for a marketer to continuous reposition and reshape its brand to keep maximum consumer involvement.


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