Making it Large In-stores!
Himalaya Drug Company has managed to gain a leadership position in the highly competitive category of face wash segment which is still in its nascent stage in India and promises a lot of potential. The company recently became India’s largest selling and biggest face wash brand. In order to celebrate this milestone Himalaya decided to ‘make it large’, literally, in-stores. Pointof-Purchase brings you the details on this record breaking in-store visibility.
Face Wash segment is valued at Rs. 688 crore, and its trade includes both Modern and General. The category is still in its nascent stage with newer trials and innovations driving it, and is also characterized by intense competition with both national and international players and all major personal care companies aggressively trying to make the most of the potential through promotions, new concepts and markets. Amidst this ambush, Himalaya has managed to earn itself an overall market share of about 14%. In modern trade in particular it is a notch higher, pegged at 20%. “As a major player in this category, we have focused on building our core proposition of ‘Neem’. Within modern trade we have focused on raising awareness for the category, induce trials and simultaneously focus on up-gradation,” explains Sandeep Ghoshal, (Trade Manager- Marketing), The Himalaya Drug Company. According to the company, its Neem Face Wash is a soap-free herbal face wash, which gently removes impurities, unclogs pores and prevents pimples. The face wash is reportedly enriched with n a t u r a l l y- d e r i v e d ingredients like Neem and Turmeric - time-tested natural ingredients that keeps acne at bay. The Purifying Neem Face Wash is also reportedly the largest selling face wash in the country, with a market share of 13.8% in modern trade continuing to dominate the Face wash category. Elaborating further on this, says Sandeep, “In Modern Trade, Himalaya’s Purifying Neem Face Wash is the single biggest variant and we wanted to draw the attention of the shoppers to this fact. For this, we decided to create an exciting display that would highlight the core message of being the biggest face wash brand in the country. We decided to celebrate this by creating India’s largest instore display for the product and get it certified by the Limca Book of Records. The activity was all about celebrating a winning product and a winning team.” The objective of the activity was to create a clutter breaking display that would give excellent visibility to the product, increase curiosity amongst shoppers and of course, exponentially increase off-takes. The design aspect of the display was very simple – create a giant replica of Purifying Neem Face wash. Thus, the result was an in-store display which was 17 feet in height, 11 feet in width with a base of 5.3 feet in diameter. “The size of the display along with the buzz created around the unveiling helped generate interest and visibility. Bollywood celebrity Nargis Fakhri unveiled this display and the event was attended by the media and a whole lot of shoppers. We also received a provisional certificate from the Limca Book of Records for developing India’s biggest in-store display,” highlights Sandeep.
Sandeep Ghoshal, (Trade Manager Marketing), The Himalaya Drug Company