A Study on Marketing Strategies and SWOC Analysis of Himalaya Wellness Private Ltd

Abstract

Purpose: Ayurveda is a traditional natural and holistic medical system that was transmitted orally through a lineage of sages. It is thought of as the study of life. It offers information on eradicating the paths that lead to the spread of diseases as well as how to prevent infections altogether. The Charaka Samhita, Sushruta Samhita, and Ashtanga Hrudaya are the three oldest texts on Ayurveda. They describe the effects of five elements—earth, water, air, fire, and space—on a person's system and emphasise the significance of maintaining these elements' balance so that people can live healthy and happy life. Numerous businesses produce ayurvedic goods. One of the ayurvedic businesses, The Himalaya Company, was established in 1930 by Mr. M. Mrunal to modernise the ancient Indian science of Ayurveda and introduce it to the public. The researcher concentrated on presenting the Himalaya Company's advantages, disadvantages, opportunities, and challenges, the various wellness products the company produces, the marketing tactics employed, and the company's marketing mix. Methodology: This qualitative research paper is based on secondary data which is obtained from the research papers published in various journals, books, newspapers, articles, annual reports of the company, and articles related to this study. Findings: One of the company's key strengths is the name Himalaya. One of the top 10 ayurvedic businesses in India is Himalaya. A Good Manufacturing Certificate was received (GMP). When making the items, the company uses the Liquid Chromatography-Mass Spectrometry method. In order to address the growing demand for ayurvedic items, the company teamed up with Snapdeal. Additionally, they started the My Lakshya campaign, the main objective of which is to bridge the gap between their current and ideal careers. Originality: This article discusses the numerous wellness products made by Himalaya Company, the SWOC study of the company, its marketing techniques, and its overall marketing mix. Value: The study investigated if the company is strong enough in terms of quality by analysing the strengths, flaws, opportunities, and challenges. Paper Type: Case Study of the Company.

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